MBA. -2010-11 College Annexure No.73-APage 10 of 49 SCAA- Dt.28.05.

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2.1 OPERATIONS MANAGEMENTAIM : To focuses on key analytical methods and provide practical insight for operation smanagement. UNIT I : Operations Management Meaning Importance historical contributions Systemview o f OM - Operation strategy and competitiveness - Functions of OM types of product ionsystems UNIT II : Product design and process selection Evaluation and Selection of appropriatePr oduction and Operations technology. Product Design and process selection.Types o f layout analysis and selection of layout Product and / or Process layout, Cellu lar,Lean and Agile manufacturing systems Computer Integrated Manufacturing Syste ms -Assembly line balancing. UNIT III : Production planning and control meaning functions aggregate planning master pro duction schedule (MPS) Material requirement planning (MRP) BOM Capacityrequireme nt planning (CRP) Techniques problems in MRP and CRP an introduction toMRP II an d ERP Business Process Re-engineering - Total Productive Maintenance (TPM) UNIT IV : Materials management functions material planning and budgeting ValueAnalysis purchase functions and procedure - inventory control types of inventory safetys tock order point service level inventory control systems perpetual periodic JIT ANBAN. UNIT V : Total Quality Management Concept - Statistical Quality Control for AcceptanceS ampling and Process Control Concepts of O.C.C. Curve Use of the O.C. Curve Conce ptof Type I and Type II error Quality movement Quality circles ISO Quality Certif icationsand types Quality assurance Six Sigma concept. References : 1. Production and Operations Management Everest E Adam & Ebert PHI publicationfo rth edition.2. Operations Management (Theory and Problems ) Joseph G Monks McGra w Hill Intl.3. Production and Operations Management S N Chary TMH Publications4. Production and Operations Management Pannerselvam, PHI5. Lee J. Krajewski and L arry P. Ritzman, Operations Management: Process and valueChains, 7th Edition, PHI, 20076. Hunawalla and Patil production and Operations Management, Himalaya.7. Mo dern Production and operations management E.S Buffa.8. Lee J. Krajewski and Larr y P. Ritzman, Operations Management: Strategy and Analysis,Addison Wesley.9. Chas e, Aquilano & Jacobs Production and Operations Management,Tata McGraw Hill.Questio ns : 40% of the questions shall be problems60% of the questions shall be theory based. MBA. -2010-11 College Annexure No.73-APage 11 of 49 SCAA- Dt.28.05.2010 2.2 MARKETING MANAGEMENTSubject Description :To enable the students to understand the market and marketing concepts, functio ns andsystems by emphasizing on strategies and global market. Goals: To enable the students to learn the basic functions, principles and concepts of marketing foreffective managerial function. Objectives: On successful completion of the course the students should have:Understand the m arketing concepts and tasks in the global economy.To learn the buyer behaviour a nd factors influencing the buyer behaviour.To understand the marketing communica tion process and mix along with the marketingchannels. Unit I Marketing Concepts and Tasks, Defining and delivering customer value and satisfa ction -Value chain - Delivery network, Marketing environment, Adapting marketing

to new liberalisedeconomy - Digitalisation, Customisation, Changing marketing p ractices, e-business - settingup websites; Marketing Information System, Strateg ic marketing planning and organization. Unit II Buyer Behaviour, Market Segmentation and Targeting, Positioning and differentiat ionstrategies, Product life cycle strategies, New product development, Product M ix and Productline decisions, Branding and Packaging, Price setting - objectives , factors and methods, Priceadapting policies, Initiating and responding to pric e changes. Unit III Marketing channel system - Functions and flows; Channel design, Channel manageme nt -Selection, Training, Motivation and evaluation of channel members; Channel d ynamics - VMS,HMS, MMS; Market logistics decisions. Unit IV Integrated marketing communication process and Mix; Advertising, Sales promotion and Publicrelation decisions. Direct marketing - Growth, Benefits and Channels; Telemarketing;Salesforce objectives, structure, size and compensation. Unit V Identifying and analysing competitors, Designing competitive strategies for lead ers, challengers,followers and nichers : Customer Relationship marketing - Custo mer database, Datawarehousing and mining. Attracting and retaining customers, Cu stomerism in India,Controlling of marketing efforts.Global Target market selecti on, standardization Vs adoptation, Product, Pricing, Distribution