Master of Business Administration

(Marketing & Sales)

Programme Code: MMS

STRATEGIC MANAGEMENT
Course Code:

MMSGM 20301

Credit Units: 04

Course Objective:
The objective of this course is to develop an understanding of:
The integrative role of all areas of management in business.
The prescriptive and descriptive ideas of theorists practitioners and researchers in the field.
The principles of management and their relevance in business.
The methods and techniques of strategic choice and strategic implementation over different industries
Measurement of performance in various business and effect of strategies
Difference between traditional and contemporary business management

Course Contents:
Module I: Introduction
Concept of Planning, Evolution of Strategic Management, Corporate Strategy, Patterns of Strategy
Development, Levels of Strategy, Competitive scope and value chain
Module II: Strategic Analysis
Mission, Vision and Business Definition, Environmental Threat and Opportunity Profile (ETOP), Industry
Analysis, Strategic Advantage Profile (SAP), Competitor analysis, market analysis, environmental analysis
and dealing with uncertainty, scenario analysis and SWOT Analysis.
Module III: Strategic Choice
Traditional Approach - Strategic Alternatives, Various models like BCG, GE Nine Cell Matrix, Hofers Model,
Stricklands Grand Strategy Selection Matrix, Basis of Choice; Michael Porters Approach - Generic
competitive strategies, Cost advantage, differentiation, technology and competitive advantage, substitution,
competitor, complementary products and competitive advantage, strategic vision vs. strategic opportunism,
Coevolving and patching.
Module IV: Offensive and Defensive Competitive Strategies
Industry scenarios, advantages and disadvantages of defensive strategies, advantages and disadvantages of
offensive strategies.
Module V: Strategic Implementation
Operationalizing Strategy, Institutionalizing Strategy, Strategic Control, Balanced Scorecard Concepts and
applications in strategy implementation.

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

CT-1
20

EE
60

Text & References:

Text:
Azhar Kazmi, Business Policy and Strategic Management, 2nd Edition, Tata McGraw Hill.
Kaplan Robert & Norton David P., 2001, Strategic Focused Organization, 1st Ed., Harvard Business School
Press.
References:
Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation,
3rd Ed., A.I.T.B.S. Publishers & Distributors.
Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons
Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business
Today.
Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press.
Thomson & Strickland, Business Policy and Strategic Management, 14th Ed., Tata Mc Graw Hill

MANAGERIAL COMPETENCIES AND CAREER DEVELOPMENT

Course Code:
Course Objective:

MMSGM 20302

Non Credit Course

In this course, students will actively learn and practice job-related skills vital to becoming a successful manager
in contemporary organizations. Class sessions will consist of diverse exercises, self-assessments, role plays,
etc., which help students evaluate and develop their skills. It will help the students to perform well at an
acceptable entry level in each skill area; and better interact with other students, faculty, alumni and industry
professionals.

Course Contents:
Module I: Introduction to Managerial Competencies
Business Service Performance Management and Future Managers, managerial Competencies. Values for
managerial effectiveness and competencies in career development. Individual career goals and action plan.
Module II: Identification of Career Opportunities in Various Industries
Industry scenario and identifying career opportunities. Key position competencies at entry level in different
industries and growth prospects. Career
Recruitment / selection processes in various industries and
companies.
Module III: Career Development Process
Diagnostic instruments. Steps in career Development, Career Counseling. Seeking, giving and receiving face-toface feedback. Strategies for improving managerial competencies. Opportunities and tactics for developing
managerial competencies.
Module IV: Developing Skills for Career Prospects
How to succeed in interviews, Mock interviews and GDs. Special focus areas. Career Clusters, Role of Mentor
in career development. Importance of Entrepreneurial and leaderrship skills in career development.
Module V: Enhancing Learning through Experience Sharing
Experience sharing of successful industry professionals, entrepreneurs, alumni and career specialists.

Examination Scheme:
Components
Weightage (%)

P1
10

C1
10

CT1
20

Text & References:

Kolb, Osland, & Rubin, 1995, Organizational Behaviour, Prentice Hall

Greenhaus, Career Management, 2004, Thompson Learning, India, New Delhi

EE1
60

SUMMER INTERNSHIP
Course Code:

MMSSI 20350

Credit Units: 09

There are certain phases of every Interns professional development that cannot be effectively taught in the
academic environment. These facets can only be learned through direct, on-the-job experience working with
successful professionals and experts in the field. The internship programme can best be described as an attempt
to institutionalize efforts to bridge the gap between the professional world and the academic institutions. Entire
effort in internship is in terms of extending the program of education and evaluation beyond the classroom of a
university or institution. The educational process in the internship course seeks out and focuses attention on
many latent attributes, which do not surface in the normal class room situations. These attributes are intellectual
ability, professional judgment and decision making ability, inter-disciplinary approach, skills for data handling,
ability in written and oral presentation, sense of responsibility etc.
In order to achieve these objectives, each student will maintain and submit a file (Internship File) and a report
(Internship Report).
INTERNSHIP FILE
The Internship File aims to encourage students to keep a personal record of their learning and achievements
throughout the Programme. It can be used as the basis for lifelong learning and for job applications. Items can
be drawn from activities completed in the course modules and from the workplace to demonstrate learning
and personal development.
The File will assess the students analytical skills and ability to present supportive evidence, whilst
demonstrating understanding of their organization, its needs and his/her own personal contribution to the
organization.
The File is essentially a comprehensive documentation of how one proceeds while working on the assignment
and should be regularly checked by the faculty guide/ supervisor, issues discussed with the students, doubts if
any clarified and signed as having done so. This will form the basis of continuous evaluation of the project.
The File will include five sections in the order described below.
1.
2.
3.
4.

5.

The Title Page An Internship Experience Report For (Your Name), name of internship organization,
name of the Supervisor/Guide and his/her designation, date started and completed, and number of credits
for which the report is submitted.
Table of Content An outline of the contents of the file by topics and subtopics with the page number and
location of each section.
Introduction Short, but should include how and why you obtained the internship experience position and
the relationship it has to your academic/professional and career goals.
Main Body Should include a brief summary/ executive summary of the Internship Project Report that
the student has worked on, an analysis of the company/organization in which the student is working, a
personal review of the students management skills and how they have been developed through the
programme, the daily tasks performed, major projects contributed to, dates and hours spent on a task,
observations and feelings, meetings attended and their purposes, listing of tools and materials and their
suppliers, and photographs if possible of projects, buildings and co-workers.
Appendices Include pamphlets, forms, charts, brochures, technical and descriptive literature, graphs and
other information related to your Internship experience.

INTERNSHIP REPORT
The Internship Report is the research report that the student has to prepare on the project assigned by the
organization. (Incase a student is not assigned a specific research project in the organization, he has to select any
one aspect of the organization and prepare a research report on it). The lay out of the report should be as per the
standard layout prescribed by the organization wherein the student undertakes the Internship. In case, there is no
layout prescribed by the organization the following components should be included in the report:

Title or Cover Page

The title page should contain Project Title; Students Name; Programme; Year and Semester and Name of
the Faculty Guide.

Acknowledgements
Acknowledgment to any advisory or financial assistance received in the course of work may be given. It is
incomplete without students signature.

Abstract
A good "Abstract" should be straight to the point; not too descriptive but fully informative. First paragraph
should state what was accomplished with regard to the objectives. The abstract does not have to be an entire
summary of the project, but rather a concise summary of the scope and results of the project. It should not
exceed more than 1000 words.

Table of Contents
Titles and subtitles are to correspond exactly with those in the text.

Introduction
Here a brief introduction to the problem that is central to the project and an outline of the structure of the
rest of the report should be provided. The introduction should aim to catch the imagination of the reader, so
excessive details should be avoided.

Materials and Methods

This section should aim at experimental designs, materials used (wherever applicable). Methodology should
be mentioned in details including modifications undertaken, if any. It includes organization site(s), sample,
instruments used with its validation, procedures followed and precautions.

Results and Discussion

Present results, discuss and compare these with those from other workers, etc. In writing this section,
emphasis should be laid on what has been performed and achieved in the course of the work, rather than
discuss in detail what is readily available in text books. Avoid abrupt changes in contents from section to
section and maintain a lucid flow throughout the thesis. An opening and closing paragraph in every chapter
could be included to aid in smooth flow.
Note that in writing the various secions, all figures and tables should as far as possible be next to the
associated text, in the same orientation as the main text, numbered, and given appropriate titles or captions.
All major equations should also be numbered and unless it is really necessary, do not write in point form.
While presenting the results, write at length about the the various statistical tools used in the data
interpretation. The result interpretation should be simple but full of data and statistical analysis. This data
interpretation should be in congruence with the written objectives and the inferences should be drawn on
data and not on impression. Avoid writing straight forward conclusion rather, it should lead to
generalization of data on the chosen sample.
Results and its discussion should be supporting/contradicting with the previous research work in the given
area. Usually one should not use more than two researches in either case of supporing or contradicting the
present case of research.

Conclusion(s) & Recommendations

A conclusion should be the final section in which the outcome of the work is mentioned briefly.
Check that your work answers the following questions:
Did the research project meet its aims (check back to introduction for stated aims)?
What are the main findings of the research?
Are there any recommendations?
Do you have any conclusion on the research process itself?

Implications for Future Research

This should bring out further prospects for the study either thrown open by the present work or with the
purpose of making it more comprehensive.

Appendices
The Appendices contain material which is of interest to the reader but not an integral part of the thesis and
any problem that have arisen that may be useful to document for future reference.

References
References should include papers, books etc. referred to in the body of the report. These should be written
in the alphabetical order of the author's surname. The titles of journals preferably should not be abbreviated;
if they are, abbreviations must comply with an internationally recognised system.
Examples
For research article

Voravuthikunchai SP, Lortheeranuwat A, Ninrprom T, Popaya W, Pongpaichit S, Supawita T. (2002)

Antibacterial activity of Thai medicinal plants against enterohaemorrhagic Escherichia coli O157: H7. Clin
Microbiol Infect, 8 (suppl 1): 116117.
For book
Kowalski,M.(1976) Transduction of effectiveness in Rhizobium meliloti. SYMBIOTIC NITROGEN
FIXATION PLANTS (editor P.S. Nutman IBP), 7: 63-67
The Layout Guidelines for the Internship File & Internship Report

A4 size Paper
Font: Arial (10 points) or Times New Roman (12 points)
Line spacing: 1.5
Top and bottom margins: 1 inch/ 2.5 cm; left and right margins: 1.25 inches/ 3 cm

Examination Scheme:
Continuous Evaluation by faculty guide
Continuous evaluation by CRC
Feedback from industry guide
Report, Presentation & Viva Voce

15%
15%
35%
35%

TOTAL

100%

BUSINESS COMMUNICATION - III

Course Code:

MMSBS 20301

Credit Units: 01

Course Objective:
Actions speak louder than words. Every business communicator needs to understand the nuances of body
language and voice. This course is designed to enable the young Amitian to decipher the relevance of Kinesics,
Proxemics and Para Language that cater to the fundamental requirements of effective business presentations and
speeches.

Course Contents:
Module I: Non - Verbal Communication
Principles of non- verbal communication
Kinesics
Proxemics
Paralanguage and visible code
Module II: Speaking Skills
Pronunciation drills (Neutralizing regional pulls)
Conversational English
Guidelines to an effective presentation
Module III: Interviews and GDs
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.

Text & References:

Business Communication, Raman Prakash, Oxford

Business Communication for Managers: An Advanced Approach, Penrose, Thomson
Business Communication, Krizan, Thomson
Understanding Human Communication,9/e, Adler R Oxford

BEHAVIOURAL SCIENCE - III

(LEADING THROUGH TEAMS)
Course Code:

MMSBS 20302

Credit Units: 01

Course Objective:
This course aims to enable students to:
Understand the concept and building of teams
Manage conflict and stress within team
Facilitate better team management and organizational effectiveness through universal human values.

Course Contents:
Module I: Teams: An Overview
Team Design Features: team vs. group
Effective Team Mission and Vision
Life Cycle of a Project Team
Rationale of a Team, Goal Analysis and Team Roles
Module II: Team & Sociometry
Patterns of Interaction in a Team
Sociometry: Method of studying attractions and repulsions in groups
Construction of sociogram for studying interpersonal relations in a Team
Module III: Team Building
Types and Development of Team Building
Stages of team growth
Team performance curve
Profiling your Team: Internal & External Dynamics
Team Strategies for organizational vision
Team communication
Module IV: Team Leadership & Conflict Management
Leadership styles in organizations
Self Authorized team leadership
Causes of team conflict
Conflict management strategies
Stress and Coping in teams
Module V: Global Teams and Universal Values
Management by values
Pragmatic spirituality in life and organization
Building global teams through universal human values
Learning based on project work on Scriptures like Ramayana, Mahabharata, Gita etc.
Module VI: End-of-Semester Appraisal
Viva based on personal journal
Assessment of Behavioural change as a result of training
Exit Level Rating by Self and Observer

Text & References:

Organizational Behaviour, Davis, K.

Hoover, Judhith D. Effective Small Group and Team Communication, 2002,Harcourt College Publishers
LaFasto and Larson: When Teams Work Best, 2001, Response Books (Sage), New Delhi
Dick, Mc Cann & Margerison, Charles: Team Management, 1992 Edition, Viva books
J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer
& Company
Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College
Publishers

GERMAN - III
Course Code:

MMSGR 20301

Credit Units: 02

Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar,
which will later help them to strengthen their language.
To give the students an insight into the culture, geography, political situation and economic opportunities
available in Germany

Course Contents:
Module I: Modal verbs
Modal verbs with conjugations and usage
Imparting the finer nuances of the language
Module II: Information about Germany (ongoing)
Information about Germany in the form of presentations or Referat neighbors, states and capitals, important
cities and towns and characteristic features of the same, and also a few other topics related to Germany.
Module III: Dative case
Dative case, comparison with accusative case
Dative case with the relevant articles
Introduction to 3 different kinds of sentences nominative, accusative and dative
Module IV: Dative personal pronouns
Nominative, accusative and dative pronouns in comparison
Module V: Dative prepositions
Dative preposition with their usage both theoretical and figurative use
Module VI: Dialogues
In the Restaurant,
At the Tourist Information Office,
A telephone conversation
Module VII: Directions
Names of the directions
Asking and telling the directions with the help of a roadmap
Module VIII: Conjunctions
To assimilate the knowledge of the conjunctions learnt indirectly so far

Examination Scheme:
Components
Weightage (%)

CT-1
15

CT-2
15

Text & References:

Wolfgang Hieber, Lernziel Deutsch

Hans-Heinrich Wangler, Sprachkurs Deutsch
Schulz Griesbach, Deutsche Sprachlehre fr Auslnder
P.L Aneja, Deutsch Interessant- 1, 2 & 3
Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1, 2
Braun, Nieder, Schme, Deutsch als Fremdsprache 1A, Grundkurs

H-1 + V-1
10

EEI
60

ADVANCED SALES MANAGEMENT

Code:MMSMK 20301

Credit Units: 03

Course Objective:
In the fast changing, dynamic marketing environment of 21 st century, the role of salesperson has changed from
being seller of products and service to a solution provider. Today, sales manager are looked upon as corporate
team leaders who are able to manage sales across multiple channel formats. They are expected to coordinate
sales and distribution functions in order to achieve the goals of their organizations.
This advanced sales management program is meant to acquaint the aspiring sales managers with theories,
concepts, techniques and practices related to sales in this era of higher customer orientation of businesses.

To introduce students to the concepts and theories of Advanced sales Management

To develop an understanding of important selling skills such as Negotiation and Problem Solving..
To help understand the various facets of the role of a sales manager.

Course Contents:
Module I: Nature, role and importance of Sales Management
Evolution of Sales Management to modern day, Nature and importance of Sales Management, Emerging trends
in Sales Management, Selling Situations and Selling Skills, Negotiation & Problem Solving
Module II: Managing Sales Information & Process
Strategic Planning for Sales, Forecasting Marketing Demand, Forecasting Approaches, Buying Situations and
the Sales Process
Module III: Management of Sales Territories and Sales Quotas
Sales Territories size & design, Sales Quota Type, Method & Problem
Module IV: Organising & Staffing Salesforce
Size of the Salesforce, Planning the Recruitment, Selection of a Salesperson
Module V: Training, Motivation & Compensation of Salesforce
Managing the Sales Training Process, Motivating the Salesforce, Compensating the Salesforce, Controlling &
Evaluating the Salesforce
Module VI: Emerging Trends in Advanced Selling
Integrating Sales with Other functions of Management, The Ten Commandments of Effective selling, Making
and Retaining Customers for Lifetime, Latest emerging trends and practices to be discussed.

Examination Scheme:
Components
Weightage (%)

Group Project
10

Surprise Quiz (2)

10

Class Test
20

Text & References:

Text:
Sales Management By Tanner , Honeycutt, Erffmeyer , Pearson Education
References:
Sales Management-E Cundiff and N Govini 5th Edition. Prentice Hall of India.
Sales and Distribution Management- Tapan Panda and Sunil Sahadev, Oxford, 2007
Smart Selling, Christopher Power.
What makes a good salesman, David Mayer and H M Greenberg.
Management of Sales force, Stanton, Bursnick and Spiro
Sales and Distribution Management-KK Havaldar and VM Cavale,2008. T M Hill

ETE
60

ADVERTISING AND SALES PROMOTION

Course Code:

MMSMK 20302

Credit Units: 03

Course Objective:
To familiarize students with advertising concepts and strategies, the methods and tools used. Enabling them to
develop advertising strategies and plans and to develop the judgment parameters required in product
management, to evaluate advertising.

Course Contents:
Module I: Advertising Introduction
Advertising defined Nature, Scope, Types & Limitations of Advertising.
Role of advertising in Marketing Mix.
Advertising as industry.
Advertising agencies Client Agency relationships
Module II: Setting Advertising Domain
Setting Advertising objectives, Sales as an advertising objectives, DAGMAR Approach.
Setting advertising budgets Methods and factors, advertising and positioning.
Process of developing Ad Campaign.
Module III: Creative and Media Strategy
Creative Strategy, Message designing Style, Tone, Theme & Appeal.
Developing story board and finalizing message structure, format, content.
Media strategy Factors of Media, types & levels of media planning. Process of Media planning.
Module IV: Advertising Evaluation
Pretest Types of various Pretest Methods.
Post-test Various Tools & Applications.
Module V: Sales Promotion
Concepts, Nature, Benefits and Limitation of Sales Promotion.
Types of sales Promotion Tools Dealer Promotion , Consumer promotion and sales incentives.
Developing Sales Promotion Campaign.
Module VI: Emerging Trends
Integrating the concepts with other functions of Management
Live project to be undertaken starting with conception of idea to final execution.
Case studies
Latest emerging trends and practices.

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

Text & References:

Text:
David Aaker, Advertising Management, Myers and Batra
References:
Magazines, A&M, Brand Equity, Business World
Wright, Winter, Ziegler, Advertising
David Ogilvy, Trout and Ries, Advertising
Sandage, Fryburger, Ratroll, Advertising Theory & Practice
SL Gupta, Advertising & Sales promotion, S Chand Publication.

CT-1
20

EE
60

INDUSTRIAL MARKETING
Course Code:

MMSMK 20303

Credit Units: 03

Course Objective:
To understand how marketing for industrial good is different from the traditional marketing. To be aware of the
success stories and failures in Industrial Marketing.

Course Contents:
Module I
Environment of industrial and consumer marketing, profile of an industrial buyer, industrial and consumer
marketing, organizational buying process and organizational buying behaviour, commercial and institutional
buying, Bidding, tendering, channel behaviour, industrial establishment. OEM and impact on pricing policies.
Module II
The strategic perspective in industrial marketing, the GE matrix, Michael Porters generic options theory,
economies of scale Vs economies of scope. Case Discussion.
Module III
Buyer seller interactions, sales culture overshadowing the marketing culture, interactive transactions,
organizational buying environment, individual Vs group decision making and buying center influences.
Assessing the market reach, fragmented markets and their implications.
Module IV
Industrial marketing communications, advertising, publicity, sales promotion possibilities, the role of exhibitions
and domestic and international contacts, the marketing intelligence, role of MIS and DSS and evaluating the
marketing strategies and performances.

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

CT-1
20

EE
60

Text & References:

Text:
M. Hill, Ralph S Alexander and James C Cross, Industrial Marketing by Richard.
References:
Michael D Hutt and Thomas W Speh, Industrial Marketing Management: A strategic view of business
markets
Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
Magazines- Advertising and Marketing, Business World, Business India.

SERVICES MARKETING
Course Code:

MMSMK 20304

Credit Units: 03

Course Objective:
Ever after the postindustrial era, services have grown immensely owing to the dynamic technical, economic,
political, social and competitive environment. The understanding of the concepts of services is very critical as
they now form the backbone of a healthy organization.
The course aims to introduce the concepts of services and marketing of services. To draw a clear distinction
between products and services and further make the students understand the complexities involved in handling
services.

Course Contents:
Module I: Overview of services
Concept of Services, services environment, Service models, classification of service industry, Growth of service
industries, Characteristics of services: The 4 Is of services, Classification of services.
Module II
Managing knowledge in a service firm (Marketing research). Buying behaviour of the service consumer family
life cycle and services consumptions. Multi attribute model to understand consumer attitudes.
Module III: Marketing Mix for Services
Product, Price of services, service channels and distribution, developing the service communication mix.
Physical Evidence and process in services: service-scapes, the service delivery process. Service blueprint
components.
Module IV: Customer Retention through CRM
Understanding customer expectations, Fundamentals of customer satisfaction, Understanding customer service,
Monitoring and measuring customer satisfaction, Customer Retention: Complaint Handling and Service
Recovery, Customer Loyalty. Life time value of customer
Module V: Service Quality: Assessment and improvement of service delivery
Definition and measurement of customer satisfaction. Definition and measurement of service quality. GAP
model, SERVQUAL.
Impact of technology in enhancing service competitiveness

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

CT-1
20

Text & References:

Text:
C Bhattacharjee: Services Marketing, Excel Books
References:
Lovelock, Christopher & Wirtz Jochen, 2004, Services Marketing, Pearson Education
Woodruffle, Helen, Services Marketing, Macmilan Publishing
Kertz, David L, & Clow, Kenneth. E, 2004, Services Marketing, Biztantra Publishers

EE
60

RURAL AND AGRICULTURAL MARKETING

Course Code:

MMSMK 20305

Credit Units: 03

Course Objective:
To understand how is marketing done in rural India. To be aware of the success stories and failures in rural
Indian Marketing.

Course Contents:
Module I
Rural marketing an overview, principles of marketing as relevant to rural marketing changing concept of
marketing, profiles of urban/ customers and differences in their characteristics.
Module II
Features of rural markets/ infrastructure, products and services in the rural markets and channels of distribution
and trade management.
Module III
Transportation and communication, advertising and sales promotion strategies for rural marketing and
characteristics of pricing in rural markets for different products and factors influencing.
Module IV
Marketing objectives, sales target strategies, organizing for rural marketing and new product launch techniques
for rural markets.
Module V
Marketing strategies, policy, sales management practices training, motivation and Examination.
Module VI
Rural Market research and market information system and a glimpse of the future of rural marketing.
Module VII
Case Studies: ITC eChaupal, HLL Project Shakti, Sagar, DCM Haryali

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

CT-1
20

Text & References:

Text:
Pradeep Kashyap & Siddhartha Raut, The Rural Marketing Book, , Biztantra
References:
TP Gopalaswamy, Rural Marketing,
Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
Magazines- Advertising and Marketing, Business World, Business India

EE
60

ENTREPRENEURSHIP AND NEW VENTURES

Course Code: MMSEL20306

Credit Units: 03

Course Objective:
The course will help the students to acquaint with the special challenges of starting new ventures, introducing
new product and service ideas.

Course Contents:
Module I: Concept of an entrepreneur and Entrepreneurship
The entrepreneurs role, task and personality, A typology of entrepreneurs: Defining survival and success,
Entrepreneurship as a style of management, The entrepreneurial venture and the entrepreneurial organization
Module II: Setting New Venture
Making business Plan, Cost Benefit Analysis, Feasibility Analysis, Report Writing for business
Module II: Choosing a direction, opportunity recognition and entry strategies
New product, Franchising, Sponsorship and Acquisition, The strategic window of opportunity: scanning,
positioning and analyzing, Intellectual Property creation and protection.
Module III: Gaining commitment
Gathering the resources, the business plan as an entrepreneurial tool, Financial Projections and planning, Debt,
venture capital and other forms of financing, Sources of external support, Developing entrepreneurial marketing:
Competencies, networks and frameworks
Module IV: Closing the window: sustaining competitiveness
Maintaining competitive advantage, The changing role of the entrepreneur: mid career dilemmas, Harvesting
Strategies versus Go for Growth.

Examination Scheme:
Component codes
Weightage (%)

P1
10

C1
10

CT1
20

EE1
60

Text & References:

Text:
Lynne Milgram - Managing Smart, Prentice Hall.
References:
Allen, Foster Entrepreneurship for Dummies, IDG Books Worldwide.
Burton and Bragg Accounting and Finance for your Small Business, John Wiley and Sons, New York
Cook Michelle & Cook Curtis - Competitive Intelligence, Kogan Page.
Peter Krass Book on Entrepreneurs Wisdom, John Wiley.
West Chris - Competitive Intelligence, Polgrave Publications.

MANAGEMENT IN ACTION - SOCIAL, ECONOMIC AND

ETHICAL ISSUES
Course Code:

MMSGM 20401

Credit Units: 04

Course Objective:
The course aims at bringing the students closer to reality by developing their understanding of the professional
prerequisites to practice of management in terms of required skills and attitude to respond proactively to rapid
discontinuous change in business environment. Integrative in approach, this course aims at developing not
theoreticians but practitioners who are expected to sense the ongoing conflict between environmental change
and internal desire of management for stability.

Course Contents:
Module I: Introduction
Modern Management Practices and Issues Involved, Outsourcing Management Services and Evolution of
Management Consultancy, Skills-set required for Management Consultants, Consulting and performance,
counseling
Module II: The Process of Management Consulting
Consulting Proposals, Identification and Definition of Problem, Fact-Finding Leading to Solution Development
and Implementation, Developing Strategic and Tactical Plans and Subcontracting, Pricing of Consultancy,
Acquiring and Developing Talents for Consulting
Module III: In-house Management versus Management Outsourced
Why a Sense of Skepticism and Unease Towards Management Consultants, Cost versus Value of Advice,
Separating Consulting Success from Consulting, Disaster. Some Revealing Situations
Module IV: Cross Cultural Management Systems and Processes
Types of organizational culture, Strength of organizational culture, Function of organizational culture,
Importance of culture to the organization, Cultural Models, Cross- Cultural Perspectives, Geert Hofstede
and Cross- Cultural Issues
Module V: Economic and Social Issues in Management
Adaptation to Changing Environment in General and Economic Environment in Particular, Economic Growth
and Change Areas, Emerging Opportunities in Various Sectors including Social Sector, Management Practice
and Cultural Issues, The global Political Situation, The Global Competitive Environment and the internal scene
in India, War Game.
Module VI: Ethical Issues in Management
Relationship among Various Stakeholders, Reasons for Conflict of Interests Among Stakeholders, Corporate
Governance and Ethics. Why Unethical Decisions Leading to Conflicts are Taken, Power and Politics,
Initiatives on Corporate Governance by the Governments.

Examination Scheme:
Components
Weightage (%)

C
20

CT
20

EE
60

Text & References:

Text:
Bareus S.W. &Wilkinson J.W., 1994, Management Consulting Services, McGraw Hill, 2nd Edition.
References:
Cadbury, Sir Adrian, Ethical Managers Make Their Own rules. Harvard Business Review, 65, September
/ October 1987.
Cogner, Jay A, David Finegold and Edward E Lawler III, appraising Boardroom Performance. Harvard
Business Review, January-February 1998.
Drucker, Peter F. Managing the Future: The 1990s and Beyond. Dutton 1992
Kumar Mangalam Birla Committee Report on Corporate Governance Legislation alone is not enough,
activating adult committees. Shareholder friendly steps - The Hindu, October 10, 1999.
Parekh, Deepak S, The Real Meaning of Corporate Governance. Indian Management, August 1999.

Paine, Lynn Sharp, Managing Organizational Integrity. Harvard Business Review, March April 1994.
Salmon W.J. Crises Preventions; How to Gear up Your Board. Harvard Business Review, JanuaryFebruary 1993, pp 68-75.
Sodarn, Dr. Kailash, Transparency in Corporate Governance, Indian Management Vol. 38, No.10.
October 1999.
Cadbury, Sir Adrian, The Company Chairman, Director Books, Simon Schuster International Group
1990.
Eccles, R.G. and Crane, D.B. 1995, Doing Deals: Investment Banks at Work, McGraw Hill International
James O-Shea, Dangerous Company, NB

MANAGERIAL EXCELLENCE
Course Code:

MMSGM 20402

Non Credit Course

Course Objective:
To help the students of Business Management believe in excellence and create an environment that cultivates
the same. It aims at focusing on the basics and establishes a flexible strategic direction with a team-based
organizational concept as they work to advance their team and their department.
This course is designed to provide hands on experience for professional success. This common sense approach
combining self-examination surveys, class exercises, practical exposure and team work is applicable. The main
area to provide the practical exposure include small activities to a mega event such as guest lectures, industry
visits, placements, seminars, conferences, management competitions, corporate meet, alumni meet, publications
etc. The course will be delivered as under:
Class room
20%
Practical
80%

Course Contents:
Module I: Introduction to Excellence
Self-evaluation, Definition of Excellence, Cultivating the Attitude &Developing the Habit for achieving
excellence
Module II: Excellence for Everyone & Excellence for Everything
Recognizing the Qualities, Excellence for Everything: External vs. Internal, Obstacles to Excellence, Excellence
Ethics, Professional Characteristics
]
Module III: Achieving Excellence
Instilling Excellence, Managing Excellence, Rewarding Excellence
Module IV: Excellence Indicators
Types of Indicators, Building Models, Distinguishing Characteristics
Module V: Applying Excellence
Application of Excellence, Practical Steps, Self-evaluation of achievements

Examination Scheme:
Components
Weightage (%)

P1
10

C1
50

CT1
20

EE1
20

Text & References:

English, Gary, Phoenix without the ashes: achieving organization .Excellence through common sense
Management CRC Press.

DISSERTATION
Course Code:

MMSDI 20460

Credit Units: 09

The aim of the dissertation is to provide you with an opportunity to further your intellectual and personal
development in your chosen field by undertaking a significant practical unit of activity, having an educational
value at a level commensurate with the award of your degree
The dissertation can be defined as a scholarly inquiry into a problem or issues, involving a systematic approach
to gathering and analysis of information / data, leading to production of a structured report.
Selecting the Dissertation Topic
It is usual to give you some discretion in the choice of topic for the dissertation and the approach to be adopted.
You will need to ensure that your dissertation is related to your field of specialization.
Deciding this is often the most difficult part of the dissertation process, and perhaps, you have been thinking of a
topic for some time.
It is important to distinguish here between dissertation topic and dissertation title. The topic is the specific
area that you wish to investigate. The title may not be decided until the dissertation has been written so as to
reflect its content properly.
Few restrictions are placed on the choice of the topic. Normally we would expect it to be:
relevant to business, defined broadly;
related to one or more of the subjects or areas of study within the core program and specialisation stream;
clearly focused so as to facilitate an in-depth approach, subject to the availability of adequate sources of
information and to your own knowledge;
of value and interest to you and your personal and professional development.
Planning the Dissertation
This will entail following:
Selecting a topic for investigation.
Establishing the precise focus of your study by deciding on the aims and objectives of the dissertation, or
formulating questions to be investigated. Consider very carefully what is worth investigating and its
feasibility.
Drawing up initial dissertation outlines considering the aims and objectives of the dissertation. Workout
various stages of dissertation
Devising a timetable to ensure that all stages of dissertation are completed in time. The timetable should
include writing of the dissertation and regular meetings with your dissertation guide.
The Dissertation plan or outline
It is recommended that you should have a dissertation plan to guide you right from the outset. Essentially, the
dissertation plan is an outline of what you intend to do, chapter wise and therefore should reflect the aims and
objectives of your dissertation.
There are several reasons for having a dissertation plan
It provides a focus to your thoughts.
It provides your faculty-guide with an opportunity, at an early stage of your work, to make constructive
comments and help guide the direction of your research.
The writing of a plan is the first formal stage of the writing process, and therefore helps build up your
confidence.
In many ways, the plan encourages you to come to terms with the reading, thinking and writing in a
systematic and integrated way, with plenty of time left for changes.
Finally, the dissertation plan generally provides a revision point in the development of your dissertation
report in order to allow appropriate changes in the scope and even direction of your work as it progresses.
Keeping records
This includes the following:
Making a note of everything you read; including those discarded.
Ensuring that when recording sources, authors name and initials, date of publication, title, place of
publication and publisher are included. (You may consider starting a card index or database from the outset).
Making an accurate note of all quotations at the time you read them.
Make clear what is a direct a direct quotation and what is your paraphrase.

Dissertation format
All students must follow the following rules in submitting their dissertation.
Front page should provide title, author, Name of degree/diploma and the date of submission.
Second page should be the table of contents giving page references for each chapter and section.
The next page should be the table of appendices, graphs and tables giving titles and page references.
Next to follow should be a synopsis or abstract of the dissertation (approximately 500 words) titled:
Executive Summary
Next is the acknowledgements.
Chapter I should be a general introduction, giving the background to the dissertation, the objectives of the
dissertation, the rationale for the dissertation, the plan, methodological issues and problems. The limitations
of the dissertation should also be hinted in this chapter.
Other chapters will constitute the body of the dissertation. The number of chapters and their sequence will
usually vary depending on, among others, on a critical review of the previous relevant work relating to your
major findings, a discussion of their implications, and conclusions, possibly with a suggestion of the
direction of future research on the area.
After this concluding chapter, you should give a list of all the references you have used. These should be
cross - references with your text. For articles from journals, the following details are required e.g.
Draper P and Pandyal K. 1991, The Investment Trust Discount Revisited, Journal of Business Finance and
Accounting, Vol18, No6, Nov, pp 791-832.
For books, the following details are required:
Levi, M. 1996, International Financial Management, Prentice Hall, New York, 3rd Ed, 1996

Finally, you should give any appendices. These should only include relevant statistical data or material that
cannot be fitted into the above categories.

The Layout Guidelines for the Dissertation

A4 size Paper
Font: Arial (10 points) or Times New Roman (12 points)
Line spacing: 1.5
Top and bottom margins: 1 inch/ 2.5 cm; left and right margins: 1.25 inches/ 3 cm

Guidelines for the Assessment of the Dissertation

While evaluating the dissertation, faculty guide will consider the following aspects:
1. Has the student made a clear statement of the objective or objective(s).
2. If there is more than one objective, do these constitute parts of a whole?
3. Has the student developed an appropriate analytical framework for addressing the problem at hand.
4. Is this based on up-to-date developments in the topic area?
5. Has the student collected information / data suitable to the frameworks?
6. Are the techniques employed by the student to analyse the data / information appropriate and relevant?
7. Has the student succeeded in drawing conclusion form the analysis?
8. Do the conclusions relate well to the objectives of the project?
9. Has the student been regular in his work?
10. Layout of the written report.

Examination Scheme:
Contents & Layout of the Report
Conceptual Framework
Objectives & Methodology
Implications & Conclusions
Viva/ Presentations

30
10
15
15
30

TOTAL

100

BUSINESS COMMUNICATION - IV
Course Code:

MMSBS 20401

Credit Units: 01

Course Objective:
The influx of multinationals, FDIs and Retail Management makes global communication a harsh reality and offers
cultural communication challenges. This course is designed to inculcate transcultural communication skills among
the young Amitians.

Course Contents:
Module I: Importance of Culture in Communication
Principles of effective cross cultural communication
Developing Communication Competence
Module II: Barriers to effective communication
Sender, Receiver and Situation related barriers
Measures to overcome the barriers
Listening skills
Module III: Cross cultural communication
Characteristics of culture
Social differences
Contextual differences
Nonverbal differences
Ethnocentrism
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.

Text & References:

Business Communication, Raman Prakash, Oxford

Business Communication for Managers: An Advanced Approach, Penrose, Thomson
Understanding Human Communication, 9/e, Adler R Oxford

BEHAVIOURAL SCIENCE - IV
(PERSONAL AND PROFESSIONAL EXCELLENCE)
Course Code:

MMSBS 20402

Credit Units: 01

Course Objective:
This course aims at imparting an understanding of:
Build and leverage your professional reputation
Maintain focus in pressure situations
Make a balanced choice between professional and personal commitments

Course Contents:
Module I: Individual, Society and Nation
Individual Differences and Dimensions of Personality
Socialization Process
Relating to the Nation: Values, Culture, Religion
Sense of pride and Patriotism
Managing Diversity
Module II: Components of Excellence
Personal Excellence:
Identifying long-term choices and goals
Uncovering the talent, strength & style
Analyzing choke points in your personal processes by analysis in area of placements, events, seminars, conference,
extracurricular activities, projects etc.
Developing professional power: Goal-setting, time management, handling criticism, interruptions and time wasters
Module III: Career Planning
Knowing ones Interest and Aptitude
Identifying available Resources
Setting goals to maintain focus:
Developing Positive attributes in personality
Self-reliance and Employability skills
Module IV: Stress Management for Healthy Living
Meaning and Nature of Stress
Stages of stress
Causes and Consequences of stress: Personal, Organizational and Environmental
Personal Styles and strategies of coping
Module V: Professional Success
Building independence & interdependence
Reducing resistance to change
Continued reflection (Placements, events, seminars, conferences, projects extracurricular Activities etc.)
Module VI: End-of-Semester Appraisal
Viva based on personal journal
Assessment of Behavioural change as a result of training
Exit Level Rating by Self and Observer

Text & References:

J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer &
Company
Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers
Raman, A.T. (2003) Knowledge Management: A Resource Book. Excel Books, Delhi.
Kamalavijayan, D. (2005). Information and Knowledge Management. Macmillan India Ltd. Delhi

FRENCH - IV
Course Code:

MMSFR 20401

Credit Units: 02

Course Objective:
To strengthen the language of the students with both oral and written
To provide the students with the know-how
to master the tenses present, past and future
to express emotion
to accomplish simple tasks of day-to-day programmes
to prepare rsum

Course Contents:
Unit 7: pp. 106
Rdiger un rsum (Cf. Campus 2 P.6, Franais.Com, Intermdiaire- p.98)
Passer un entretien dembauche. Franais.Com, Intermdiaire p.100
Contenu lexical: Unit 7: Tranches de vie
1. voquer un souvenir
2. raconter une histoire
3. rapporter des vnements marquants dune vie professionnelle
4. expliquer une situation de stress, donner son avis
5. faire des projets
Contenu grammatical: 1. formation de limparfait, chaque/chacun
2. emploi du pass compos et de limparfait
3. relatifs qui, que, o, mise en relief, indicateurs de temps : depuis, il y a,
pendant, pour, en
4. pronom en de quantit, propositions compltives : je pense que, je crois que
5. futur simple, pronom y

Examination Scheme:
Components
Weightage (%)

V
10

Text & References:

le livre suivre : Franais.Com (Dbutant)

H
10

CT
20

EE
60

GERMAN - IV
Course Code:

MMSGR 20401

Credit Units: 02

Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which
will later help them to strengthen their language.
To give the students an insight into the culture, geography, political situation and economic opportunities available
in Germany.
Introduction to Advanced Grammar Language and Professional Jargon

Course Contents:
Module I: Present perfect tense
Present perfect tense, usage and applicability
Usage of this tense to indicate near past
Universal applicability of this tense in German
Module II: Letter writing
To acquaint the students with the form of writing informal letters.
Module III: Interchanging prepositions
Usage of prepositions with both accusative and dative cases
Usage of verbs fixed with prepositions
Emphasizing on the action and position factor
Module IV: Past tense
Introduction to simple past tense
Learning the verb forms in past tense
Making a list of all verbs in the past tense and the participle forms
Module V: Reading a Fairy Tale
Comprehension and narration
Rotkppchen
Froschprinzessin
Die Fremdsprache
Module VI: Genitive case
Genitive case Explain the concept of possession in genitive
Mentioning the structure of weak nouns
Module VII: Genitive prepositions
Discuss the genitive propositions and their usage: (whrend, wegen, statt, trotz)
Module VIII: Picture Description
Firstly recognize the persons or things in the picture and identify the situation depicted in the picture;
Secondly answer questions of general meaning in context to the picture and also talk about the personal experiences
which come to your mind upon seeing the picture.

Examination Scheme:
Components
Weightage (%)

CT-1
15

CT-2
15

Text & References:

Wolfgang Hieber, Lernziel Deutsch

Hans-Heinrich Wangler, Sprachkurs Deutsch
Schulz Griesbach, Deutsche Sprachlehre fr Auslnder
P.L Aneja, Deutsch Interessant- 1, 2 & 3
Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1,2
Braun, Nieder, Schme, Deutsch als Fremdsprache 1A, Grundkurs

H-1 + V-1
10

EEI
60

SPANISH - IV
Course Code:

MMSSH 20401

Credit Units: 02

Course Objective:
To enable students acquire working knowledge of the language; to give them vocabulary, grammar, voice
modulations/intonations to handle everyday Spanish situations with ease.

Course Contents:
Module I
Revision of earlier semester modules
Introduction to Present Continuous Tense (Gerunds)
Module II
Translation with Present Continuous Tense
Introduction to Gustar, Parecer, Apetecer, doler
Module III
Imperatives (positive and negative commands of regular verbs)
Module IV
Commercial/ business vocabulary
Module V
Simple conversation with help of texts and vocabulary
En la recepcion del hotel
En el restaurante
En la agencia de viajes
En la tienda/supermercado

Examination Scheme:
Components
Weightage (%)

C-1
10

Text & References:

Espaol Sin Fronteras (Nivel Elemental)

CT
20

V
10

EEI
60

JAPANESE - IV
Course Code:

MMSJP 20401

Credit Units: 02

Course Objective:
To enable the students to comfortably interact using basic Japanese.
Note: Teaching is done in roman as well as Japanese script, students will be taught katankana (another form of
script) in this semester i.e. to be able to write all the foreign words in Japanese.

Course Contents:
Module I
Comparison using adjectives, making requests
Module II
Seeking permission
Module III
Practice of conversations on:
Visiting people, Party, Meetings, After work, At a ticket vending machine etc
Module IV
Essays, writing formal letters

Learning Outcome

Students can speak the language describing above-mentioned topics.

Methods of Private study /Self help

Handouts, audio-aids, and self-do assignments, role-plays.

Students are also encouraged to attend Japanese film festival and other such fairs and workshops organized in
the capital from time to time.

Examination Scheme:
Components
Weightage (%)

Text & References:

Text:
Teach yourself Japanese
References:
Shin Nihongo no kiso 1

C-1
10

CT
20

V
10

EEI
60

CHINESE IV
Course Code:

MMSCE 20401

Credit Units: 02

Course Objective:
How many characters are there? The early Qing dynasty dictionary included nearly 50,000 characters the vast
majority of which were rare accumulated characters over the centuries. An educate person in China can
probably recognize around 6000 characters. The course aims at familiarizing the student with the basic aspects
of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in
practical skills and nurturing them to interact with a Chinese person.

Course Contents:
Module I
Dialogue Practice
Observe picture and answer the question
Pronunciation and intonation
Character writing and stroke order.
Electronic items
Module II
Traveling The Scenery is very beautiful
Weather and climate
Grammar question with bu shi . Ma?
The construction yao le (Used to indicate that an action is going to take place)
Time words yiqian, yiwai (Before and after).
The adverb geng.
Module III
Going to a friend house for a visit meeting his family and talking about their customs.
Fallen sick and going to the Doctor, the doctor examines, takes temperature and writes prescription.
Aspect particle guo shows that an action has happened some time in the past.
Progressive aspect of an actin zhengzai Also the use if zhe with it.
To welcome someone and to see off someone . I cant go the airport to see you off etc.
Module IV
Shipment. Is this the place to checking luggage?
Basic dialogue on Where do u work?
Basic dialogue on This is my address
Basic dialogue on I understand Chinese
Basic dialogue on What job do u do?
Basic dialogue on What time is it now?
Module V
Basic dialogue on What day (date) is it today?
Basic dialogue on What is the weather like here.
Basic dialogue on Do u like Chinese food?
Basic dialogue on I am planning to go to China.

Examination Scheme:
Components
Weightage (%)

V
10

H
10

Text & References:

Elementary Chinese Reader, Part-2 Lesson 31-38

CT
20

EE
60

CUSTOMER RELATIONSHIP MANAGEMENT

Course Code:

MMSMK 20401

Credit Units: 03

Course Objective:
The course aims to help our student understand the concept and practice of CRM, thereby inculcating in them
the CRM MINDSET, which in turn will enable them to occupy some of the positions like: Customer Care/
Customer Relationship Managers in various B 2 B and B 2 C organizations.
To address these objectives, the course aims to:
Enhance the understanding of various strategic and tactical approaches, tools and support systems that
companies are implementing to develop effective relationship with key customers.
Develop Managerial insights into the role, value and prospects of CRM in the process of forming,
managing, measuring and enhancing customer relationships.
Provide Exposure to the Latest technologies used in CRM.

Course Contents:
Module 1: Introduction to CRM & Managing Key Customers
Concept & Philosophy of CRM, Rationale and Benefits of CRM, Types of Customers, Definition of Key
Account Management (KAM), Defining and selecting key accounts, Planning, organizing and implementing
strategies for key account management,.
Module II: Relationship Marketing
Evolution and Growth of R.M., Process , Programs and strategies for RM; Extending the concept of
Relationship to achieve competitive advantage.

Module III: Customer Experience Marketing

Types of CRM, Types of Customer Experience, 5 Es of Experiential Marketing, A Framework for Experiential
Marketing, Delivering Compelling Customer Experiences, EXQUAL-Instrument for measuring
customers perception of Experiential Quality.

Module IV: Creating Customer Value through CRM

Customer Value, Customer Life time Value: Concept and Measurement, Measuring Equity in Customer
Relationships, CRM Metrices.

Module V: Customer Loyalty Through CRM

Meaning of Customer Loyalty, Key issues in Customer Loyalty, Steps for Profitable Loyalty Building, Kick
Starting the Loyalty Process, Loyalty towards Brand. Winning Strategies of Customer Loyalty, Creativity and
Innovation in Customer Loyalty, Well established Customer Loyalty Practices based on Sectoral Classification.
Creativity & Innovation in Customer Service, Strategic Customer Service, Linkage towards CRM.

Module V: CRM Strategies

Strategies for Customer Retention, Strategies for Service Recovery and Complaint Management, CRM
Strategies for Key Relationship Management.
Module VI: CRM on Web & Software
eCRM and Portal, eCRM Feature, Requirement, Integration of Front End with back end implementation,
Challenges in eCRM Software Implementation. Study of Different CRM Software,.

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

CT-1
20

EE
60

Text & References:

Text:
Shajahan K, 2004, Relationship Marketing Text & Cases, Tata McGraw Hill, New Delhi
Dyche, Jill, 2004, A Business Guide To Customer Relationship Management, Pearson Education
References:
Lytle, John F, What Do Your Customers Really Want?, Excel Books
Pattanayak, Biswajeet & Niranjana, Phagu &Kumar, Tarun, Future Organization ,Excel Book
Ramana, V. Venkata & Somayajulu. G, Customer Relationship Management, Excel Books
Thumpson, Harvey ,The Customer Centered Enterprise, McGraw Hill

RETAIL AND MALL MANAGEMENT

Course Code:

MMSMK 20402

Credit Units: 03

Course Objective:
The primary objective of the course is to have students develop marketing competencies in retailing and retail
consulting. The course is designed to prepare students for positions in the retail sector or positions in the retail
divisions of consulting companies. The course can also benefit students interested in starting their own
consulting firm. Students taking the course will develop a fundamental understanding of retailing and come
away with a fundamental appreciation of the problems, constraints, and opportunities faced by retailers.
Simultaneously, students taking the course will develop a fundamental understanding of retail consulting. This
includes developing an understanding of the challenges and opportunities faced by professionals and companies
in this sector of the consulting industry. Besides learning more about retailing and retail consulting, the course is
designed to foster the development of the students critical and creative thinking skills.

Course Contents:
Module I
Define Retailing, Retail Scenario (Globally and in India), Growth of Retail Business / Outlets in India. Key
Drivers of Retailing in India, Evolution of Retailing through the Four Gears, Organized Retailing in India, Retail
Formats and their Characteristics viz. Location, space / layout, merchandise, Customer profile etc.
Formats: Super market, Specialty Store, Departmental Store, The Plaza, The Mall, The emporium, The Bazaar,
Stop-Over, Single Size Denomination, Kiosk
Module II: Store Planning, Design and Layout
Store Planning: Location Planning- High-Street Location, Destination/Free Standing Location, Shopping
Centre/mall Location, Location Mapping, Location Parameters,-Site Selection
Store Design and the Retailing Image Mix: (employees, merchandise, fixtures, sound, odour, visual, type,
density etc.), The Space mix: (Single goods, convenience goods, impulse purchase Merchandise), The Effective
Retail Space Management: (Store Layout: the circulation path)
Module III: Store Operations
POS (Point of Sale) / Cash Process, Customer Service and Accommodation, Retail Selling Process, Retail Floor
and Shelf Management, Retail Accounting and Cash Management
Module IV: Information Management
Retail Technology and Retail Automation, POS and Back-end Technologies, Merchandise Management Cycle,
Merchandising and Buying and their effect on ROI, Marketing: Build Store Brand, Positioning for
Differentiation, Retail Advertising, Sales Promotion, Direct Marketing CRM, etc.
Warehousing and SCM: Vendor Management, Electronic Data Interchange, Warehouse Management, GRN,
Inter-Transfer Note (ITN), Transportation, Value Chain
Visual Merchandising and Displays: Planning the Visual Merchandising Theme and Creating Displays,
Arranging Props and Displays, Arranging Display Fixtures and Lighting, Setting up Stores before Opening,
Working with Floor Plans and Store Requirements, Training Personnel on Sales floor to create Displays,
Organizing merchandising units such as Racks and Shelving
Strategic Store Planning and Project: (Store location assessment, design and layout, Construction and fit-up),
Administration and Facilities, The Human Resource Factor, Some examples of Retail Stores viz. ARCUS,
ANSAL PLAZA, LIFE-STYLE, SHOPPERS' STOP etc., Visit to some reputed Retail Stores/Outlets in around
Delhi.
Module V
Defining Shopping Mall, How Shopping Mall differs from other Retail Formats in characteristics such as
Location, Space / Layout, Merchandise, Customer Profile, Niche conveniences
Shopping Centre / Mall Location: Existing mall traffic, clean environment, designated parking area, Medium to
high rental cost (Examples: DLF Mall in Delhi, Spencer Plaza in Chennai, and Crossroads in Mumbai)
Strengths and Weaknesses of the Mall Format
Licenses and Permits for Mall Operations: (if applicable) Building / Scaffolding Permits, Busking Licences,
Outdoor dining permits, Peaceful assembly / rally, Vehicle access permits
Characteristics of typical Neighborhood, Community, and Regional types of U.S., Planned Shopping Centers/
Malls, Entertainment as Customer Value in Malls
Module VI
Lessons from the experience of Crossroads in India: Define the target audience clearly, Be mindful of shopping
basket, Plan the lay-out smartly, Setting the lease rental appropriately, Sensitive mall management, Cater to the

internal customer, Quasi- Mall - Is this the right format for India?, Stories of some great malls world-wide viz.
DDF, Wal-Mart, etc., Visit to DLF Mall and City Center.
Module VII: Emerging Trends
Integrating the concepts with other functions of Management
Live project to be undertaken starting with conception of idea to final execution.
Case studies
Latest emerging trends and practices.

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

Text & References:

R Vedamani & Gibbson , Retail Management, Jaico publications

Patrick M & Robert Retailing, Thompson press
James & Ron Hasty, Retail, Tata Mc-Graw
Malcom, Retail Marketing, Thomson.
Images Retail magazine

CT-1
20

EE
60

DIRECT MARKETING
Course Code:

MMSMK 20403

Credit Units: 03

Course Objective:
Direct marketing is quickly becoming an integral part of the marketing strategies of general marketing as well as
the method of operation of traditional direct marketers. The course focuses on the marketing perspectives and
technologies that are distinctly direct marketing and with the interrelationship of direct marketing with the
general marketing field.

Course Contents:
Module I: Conceptual Framework of Direct Marketing
Basics and scope of Direct Marketing, Objectives of Direct Marketing, Advantage & Disadvantage of Direct
Marketing, Integrated Direct Marketing, Business, Strategic & Direct Marketing planning.
Module II: Analyzing & Encashing Marketing opportunities for Direct Marketing
Research design for direct marketers, The Customer Database: Analysis and Application, Consumer & Business
mailing list, offer, Media of direct marketing- Magazines, Newspaper, TV/ Radio, Co-Ops, Telemarketing,
Internet E-communications, Managing Direct Sales Force.
Module III: Managing the Creativity Process in Direct Marketing
Introducing Creative Practices and techniques, Direct Marketing Creativity, Basic Steps of Managing catalogue
& print advertising, Innovation through Creativity & testing The Strategic drivers of Creative Practices.
Module IV: Direct Marketing into Business
B to B Marketing, Making a lead generation programme, Overview of E-commerce.
Module V: Direct Marketing Implementation and Control
Marketing Intelligence- Modeling for business decision support,
marketing, Future of Direct Marketing.

Mathematics tool for control in Direct

Module VI: Emerging Trends

Integrating the concepts with other functions of Management
Live project to be undertaken starting with conception of idea to final execution.
Case studies
Latest emerging trends and practices.

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

CT-1
20

Text & References:

Text:
Bob stone & Ron Jacobs Successful Direct Marketing Methods Tata McGraw Hill.
References:
Nash, Edward L, Direct Marketing Hand Book, Tata McGraw Hill

EE
60

MARKETING OF FINANCIAL SERVICES

Course Code: MMSMK-20404

Credit Units: 03

Course Objective:
The course aims to help our student understand the concept and practice of Financial services in India. Financial
Services is the fastest growing sector and offers the Maximum Opportunity of growth for Students

Course Contents:
Module 1
Management of financial services, understanding the financial products , Overview of various
financial services in India
Module 2
Insurance-Meaning, advantages , various types of insurance, Financial planning process, Risk
management Strategy to cover risk ,introduction to IRDA, Marketing Channels & selling
Strategies followed by insurance sector in India.
Module 3
Mutual funds-Meaning, history and current market scenario Indian and global, Types of mutual
funds, Debt funds and types of Debt schemes, Types of equity funds/Growth funds, concept of
hybrid funds, Mutual funds Vs. Other investments, Fund Structure, Introduction to the role and
responsibility of Asset
management company, Registrars, custodian, sales distribution channels.
Module 4
Retail bank products-Meaning of banking business, introduction to Various bank products Selling
bank products ,concept of cross selling ,Impact of technology on bank marketing.
Module 5
Introduction to housing finance, Venture Capital Funds ,Merchant banking, Credit cards.
Module 6
Introduction to the Stock Market & Commodity Markets . There functioning.
Books for Reference:
1. Marketing Financial services-Mary Ann Pezzullo
2. Marketing of Financial services:V.A.Avdhani
3. Financial services-MY Khan-(TaTa)

SERVICE OPERATIONS MANAGEMENT

Course Code:

MMSMK 20405

Credit Units: 03

Course Objective:
The objective of the course is to understand the growing significance and impact of services on the growth and
economy and the scientific ways to run the operations so as to optimize the business and brand returns.

Course Contents:
Module I: Service as Strategy
Concepts and understanding, Brand significance and impact on businesses Nature of services and service
products, customer centric operations and building services for competitive advantage.
Module II: Building and Development of Service Systems
Standard and branded services, Technology impact, Design and development of service products and delivery
systems. Human Resource in Services
Module III: Operating Service Systems
Managing Demand and supply of services, Speed and quality of services, Total Quality Systems, Tools and
techniques for total quality and continuous improvements, Management and controls, Productivity and
performance measurements
Module IV: Service Business Model
Service Business model understanding and significance. Service Value chain Outsourcing and its management,
Service business and delivery network, connectivity and brand value creation through outsourced network
Module V: Building Customer Loyalty
Understanding and significance of customer loyalty. Creating loyal customers through services, Loyalty
tracking, Customizing services, segmenting services, taking services to the doorsteps of customers.

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

CT-1
20

EE
60

Text & References:

Text:
Gengiz Hakserver, Barry Rendes, Robert Russel & Robert Murdich, Service Management & Operations
References:
Rust, Zahorik & Keiningham, Service Marketing
Kenneth E. Clow & David L. Kurtz, Service Marketing

SUPPLY CHAIN COMPETITIVENESS

Course Code: MMSMK 20406

Credit Units: 03

Course Objective:
With increasing competition and lesser product differentiation, companies are focusing on supply chain
management to achieve competitive advantage. The course aims to familiarize students of modern systems and
procedures in supply chain management. Also, to develop their closer and better understanding of logistics
activities & their criticality in managing efficient supply chain.
Use of information technology and internet will be highlighted so as to enable students to design supply chain
for competitive advantage. Best practices in Supply Chain Management will be studied across industries with
special focus on retailing sector.

Course Contents:
Module I: Supply Chain Overview
Soil-to-dustConcept of supply chain. Need & importance of integrated supply chain. Building blocks of
supply chain network. , Supplier Network Development, Make-or-buy
Module II: Logistics Management Systems
Concept, Objectives & Scope, The System Elements, International Transportation Issues, Warehousing,
Inventory Management, Packaging and Unitization Issues, Communication and Control, Centralized and
Decentralized Logistic Management, Third Party Logistics (3PL), Multimodal Transport Operator (M.T.O.)
Global Shipping.
Module III: Supply Chain Management & Function
From domestic to global supply chains, Demand Volatility, Bullwhip Effect, Vertical Integration Issues,
Strategic, Operational & tactical decisions in supply chain management. Integrating the concepts with other
functions of Management
Module IV: Supply Chain Performance & Design
Performance measurement- techniques & tools, Sand Cone Model importance & implementation. Information
technology in managing supply chain. Issues influencing Supply chain design- logistical, management &
product related, competition & technology related. Supply Chain optimization.
Module V: Best Practices in Supply Chain Management
Benchmarking supply chain management. Manufacturing, warehouse or transportation practices. Technology,
material handling & Outsourcing decisions. Global Standards. Supply Chains in various industries.
Module VI: Retial Supply Chain Management
Challenges faced by Indian retail sector. FMCG & perishible product requirements. VMI, POS & EDI. Cross
docking & warehousing issues. Reefers & the cold chain. Reverse logistics.
Live project to be undertaken starting with conception of idea to final execution.
Case studies
Latest emerging trends and practices.

Examination Scheme:
Components
Weightage (%)

P-1
10

C-1
10

CT-1
20

EE
60

Text & References:

Text:

Supply Chain Management: Strategy, Planning, and Operation : Sunil Chopra and Peter Meindel,
Prentice Hall of India, 2002
Logistics and Supply Chain Management: G Raghuram, N Rangaraj

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