course pgdmsession 2010.docx

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Course PGDM Session 2010-12

Strategic Management -IISubject Code- PG-501

Pattern of question paper for final examination:

1. The total weight of the end semester examination will be 60 marks.

2. The question paper will be divided into three sections. Section A will have a small case study with

specific questions and it will carry a weight of 20 marks. Section B will consist of 7 short answer

questions with a weight of 4 marks each, out of which candidates are required to attempt any 5 questions

(total 20 marks). Section C will have 2 full length questions (with internal choice) with a weightage of 10

marks each (total 20 marks)

3. The time allotted for attempting the question paper will be 3 hrs.

Total Credit Hours ---------- 4/week

Total Marks (End Term Examination 60, Sessional 40)

CONTENTS

Unit-I : Strategy implementation : Nature of strategy implementation , annual objectives ,policies , resource allocation , Mc Kinsey`s 7S model , matching structure with strategy ,

restructuring , managing strategic change , creating strategy supportive culture , functional

strategies , production/ operation/HR / finance / marketing issues concerning in strategy

implementation.

Unit-II : Strategy review , evaluation and control : Nature of strategy evaluation , strategyevaluation framework , measuring organizational performance , contingency planning , auditing ,management control system.

Unit-III : Organisation Life Cycle , Strategic Information System

UnitIV : Case study

Textbooks:

1. Azhar Kazmi; Business Policy and Strategic Management 3 rd edition, Tata McGrawHill, New Delhi

References:

2. Srinivasan, R. Strategic Management: The Indian Context. New Delhi: Prentice Hallof India, 2002

3. John A. Pearce & RB Robinson; Strategic ManagementStrategic Formulation andImplementation; Tata McGraw Hill


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4. David Fred R., Strategic Management, Concepts and Cases, Prentice Hall of India,New Delhi

5. Hitt, Michael A.; Ireland, R. Duane and Hoskinson, Robert E.; StrategicManagement, Competitiveness and Globalization (Concepts and Cases), South

Western Thomson Asia Pvt. Ltd., Singapore

6.

Das R., Strategic Management of Services; Framework and Cases, New Delhi:Oxford, 1999

7. Lees, S. Global Acquisitions: Strategic Integration and the Human Factor,Hamisphere: Palgrave, 2001

8. Mintzber H., Ahlstrand, B.,& Lampel, J., Strategy Safari: A guide tour through theWilds of Strategic Management, New York: Free Press, 1998

9. Rodgers, L, Gancel, C., Raynauld, M. Successful Mergers, Acquisitions and StrategicAlliances: How to Bridge Corporate Cultures. New Delhi: Tata McGraw Hill, 2002

10.Schweiger, D.M. Mergers and Acquisitions Integration: A Framework for Executivesand Managers, Tata McGraw Hill, New Delhi, 2002


International Business EnvironmentSubject Code- PG-503

Objectives: The objective of the course is to provide an introduction to the fundamental aspects

of conducting business activities within a global context. It provides the students with a broad

overview of international trade and commerce, the macro environment within whichinternational business takes place, and the major strategic decisions facing international business

managers. The course examines these issues from the perspective of Indian economic setting.












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CONTENTS

UNIT-I

International Business: Nature, importance and scope; Framework for analyzing international

business environment: geographical, economic, socio-cultural, political and legal environment,

Technological.

UNIT IIInternational Economic Cooperation: World economic and trading environment; International

economic institutions and agreements, UNCTAD, UNIDO, IMF, World Bank, Asian

Development bank, International Trade Centre, WTO, GATT, GATS, TRIM, TRIPS,Generalized system of preferences, GSTP; International commodity agreements.

UNIT III

Regional integration and trade blocksTypes of integration, theory of economic integration, PTAs, RTAs, customs union, European

union, NAFTA, regional groupings, integration of developing countries, SAARC, SAPTA,

international commodity agreements, quota agreements, Cartels, Bilateral & Multi lateral

contracts.

UNIT IVMultinational Enterprises & Corporations: Conceptual framework of MNEs & MNCs; Host

and home country relations; Technology transfers, importance and types. Globalcompetitiveness. Competitive advantage of nations, core competencies of nations, technology and

competitiveness.

UNIT V

International Trade, Investments and Payments: Government Influence on Trade: Trade inmerchandise, Trade in services, Global sourcing, Degree of dependence, Balance of payments &

trade and BOP of India.

UNITVIForeign Investment: Types and significance of foreign investments, theories of foreign

investment; Factors affecting international investment, growth & dispersion of FDI, Cross border

mergers & acquisitions, FDI in India, New Policy. Indian companies going Global.

Textbooks:

1. The International Business Environment by Anant K. Sundaram / J.Stewart Black-Prentice

Hall2. International Business environments and Operations John D Daniel, Lee H Radebaugh, Daniel

P Sulivan- Prentice Hall

References:

1. Sundaram and Black, International Business Environment, PHI2.

Bhalla and Raju, International Business Environment, Sage Publication, 20053. Charles, Hill, International Business Tata Mc Raw Hill, New Delhi 2006

4. International Business by Aswathappa5. International Business by Daniels6. International Business by Paul J.7. S. Rao, International Business, Himalaya publishing house.8. Cherulinam Francis International Business, Tata McGraw, New Delhi 2006.9. Adhikary, Manab: Global Business Management, Macmillan, New Delhi


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10. Bhattacharya.B: Going International Response Strategies for Indian Sector, WheelerPublishing Co, New Delhi.

11.S. Gosh, Biswanath: Economic Environment of Business, South Asia Book, NewDelhi.

12. Aswathappa, International Business, Tata Mc Graw Hill publications, New Delhi


Management Control SystemsSubject Code- PG-502

Objective: The objective of the course is to acquaint the students about the concept and application ofmanagement control system in large organizations and to make them familiar with modern control

techniques.





questions with a weight of 4 marks each, out of which candidates are required to attempt any 5 questions(total 20 marks). Section C will have 2 full length questions (with internal choice) with a weightage of 10





CONTENTS

Conceptual Foundation: Nature of Control Function, Management ControlNature & Scope, Strategic

Planning: Control, Organisation goals and strategies, Organisation StructurePosition of Controller in theorganisational structure, Delegation and decentralization

Strategic Planning: Nature of Structure Planning, Analyzing Proposed New Programs CapitalInvestment AnalysisOrganization for Analysis, Analyzing Ongoing Programs Value Chain Analysis,

Activity Based Costing, Use of ABC Information, Strategic Planning Process


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Traditional Instruments of control: External audit, internal controls, internal audit, role of financial

controller, multiple roles of auditor, Management Control Process -Programming and Budgeting, Budgetarycontrol system -nature, process, preparation of different budgets, Behavioural aspects of budgeting,

Analysing and reporting, AuditIntroduction to Audit Function as a control tool covering Financial Audit,

Internal Audit and Cost Audit - Management Audit - Principles and Objectives

Management Control Structure: Responsibility CentersRevenue and Expense CentersProfit Centers,

Benchmarking and Total Cost Management, General Guidelines for Transfer Pricing situations, Measuringand Controlling Assets EmployedMeasuring Assets Employed -Cash, -Receivables, -Inventories, -

Working Capital in general Property Plant Capital Charge, Return on Investment, Economic

Value Added, Capital Budgeting and Ratio Analysis as a tool to management performance measurement

Variance Analysis: Use of variance analysis in cost control, Revenue VariancesSelling Price Variances

Mix and Volume VarianceMix VarianceVolume VarianceMarket Penetration and Industry Volume,

Expense VariancesFixed CostsVariable Costs, Variations in practiceTime Period of the ComparisonFocus on Gross MarginEvaluation StandardsFull Cost SystemsAmount of DetailEngineered and

Discretionary costs.

Performance Measurement Systems: Financial and Non-financial performance measures, Balanced

Score Card, Key Success Factors, Interactive Control.

Behavioural Aspects of Management Control: Motivation and Morale, Goal Congruency, ParticipativeManagement, Learning Curves, HR accounting, Knowledge Management Control

Textbook:

Robert N Anthony and V Govindarajan, Management Control Systems, Mc Graw Hill

References:

Joseph A Maciariello and Calvin J Kirby, Management Control System, Prentice Hall, R J Ticker, Management Information and Control System, John Wiley & Sons

Course PGDM Session -2010-12

Organizational DevelopmentSubject Code- HR-04

Objectives: As companies try to cope with rapid changes, new knowledge or skills areconstantly required to sustain a competitive edge. The ability of organizations and workforces to

shift efforts and abandon past practices while maintaining or increasing productivity is where

OD steps in. Organization Development is focused on improving organizations, productivity andpeople effectiveness. OD is a systemic process that uses behavioral science knowledge and

methods to facilitate planned organizational change and renewal.


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The course will address practical questions like: What is the role and goal of the OD

practitioner? How does the OD consultant intervene with the client system? How do we diagnosethe problem in an organization? What are the right kinds of intervention strategies? How can we

ensure a commitment to change?

Pattern of question paper for final examination


2. The question paper will be divided into three sections. Section A will have a small case study withspecific questions and it will carry a weight of 20 marks. Section B will consist of 7 short answer







Course Contents

Organization Change: Introduction, Models of change: Lewins Force Field Analysis Model,Continuous change process Model, Change and its impact.

Organization Learning: Introduction, Seven Steps of initiating organizational Learning.

Organization Diagnosis: Introduction, Diagnostic strategies and skills, client-consultant

relations in Organization Development.

Organization Development Interventions: OD Interpersonal intervention, OD Teamdevelopment Intervention, Inter Group development Intervention.

Organization Culture: Concept and importance /significance of organizational culture, creating

Organisation culture and Dealing with culture barriers.

Textbooks:

1. Organisation Change and Development by KAVITA SINGH, EXCEL BOOKS2. Organisation Development for Excellence by Prasad .Kesho, MacMillan India.

References:

1. Organsiation Structure & Personal Management by Chhabra T.N, R.k.chand, PuneetMohan, Sun India Publication2. Organisation Design & Development, Concept & application by Srivastava Bhupan,

Biztantra3. Organisation Development & Behavioral science intervention for organization by French.

Wendell L, Prentice Hall of India.

4. Organisation theory: Structure, Design & Application by Robbins Stephen, Prentice hallof India.


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Training and DevelopmentSubject Code- HR-03

Objective: Upon completion of the module on Training and Development, students can able toaccomplish the following objectives.

1. To learn the basic concepts of training and development.2. Describe the challenges/opportunities facing training.3. Describe the benefits of integrating organizational development and training principles.4. Student should be aware of the latest Trends in the training and development in

industries.

5. To use new concepts of training and development to design training session.

Pattern of question paper for final examination



specific questions and it will carry a weight of 20 marks. Section B will consist of 7 short answerquestions with a weight of 4 marks each, out of which candidates are required to attempt any 5 questions






Course Contents

Unit1: Introduction: Overview of Training, Important concepts and meanings, Opportunities

and challenges for Training, Business Strategy and HRD.Unit 2: Learning, Motivation and Performance: Understanding Motivation and Performance,Understanding Principles of Learning, Theories of Learning (Social Learning Theory and

Behavioural Modification Theory), Aligning Training Design with Learning Process, Motivation

to Learn, Training that motivates Adults to Learn.

Unit 3: Process of Training: Steps in Training, Training Need Analysis- Why conduct aTraining Need Analysis, When to conduct the Need Analysis, The TNA model, Where to Look

for Organizational Performance Gaps, The Framework for Conducting TNA (Organizational


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Analysis, Operational Analysis, and Person Analysis), Output and Approaches to TNA, Training

Objectives, Traditional Training Methods( On the Job Training, Vestibule and Off the JobTraining), Computer Based Training Methods, Development and Implementation of Training,

Training Design- Trainer Identification, Train the Trainer Designing A Training Module, Budgeting ofTrainingManagement Development: General Overview of Managerial Jobs, Integration of Strategies and

Management Characteristics, and Training for Executive Level Management.

Unit4: Training Evaluation: Need for Evaluation, Kirk Patrick Model of Training Evaluation,CIRO Model(Context, Input ,Reaction and Outcome), Concepts of Return on Training

Investment, Developing Models for Training Evaluation for Technical and Behavioural Training.

Unit5: Training Systems and Development- Goals and Approaches, Training Centers, Action

Research for better Training , Key Areas of Organizational Training- Orientation Training,

Diversity Training, Sexual Harassment Training, Team Training, Other Training Programmes

and Issues.

Text Books and References:

1. Effective training by P. Nick Blanchard and James W. Thacker, PearsonEduaction.

2. raining and Development by P.R. Lynton and Udai Pareek, Vistaar Publication.3. Training and Development by Udai Pareek, Tata Mc. Graw Hill4. Training Need Assessment by Lloyd A. Stanley.


Product and Brand ManagementSubject Code- MKT-04

Objectives: Globalization has changed the basic characteristics of Indian market. The market

which used to have limited choice, is today witnessing stiff competition and frequent price wars

with the entry of many domestic as well as international players. To be able to fight thiscompetition Brand Management concepts should be understood and absorbed to the core. This

course will help student to understand key concepts of Product and Brand Management. It will

also help in understanding application of these concepts in dynamic environment.









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CONTENTS

Product Management: Introduction to Product, Classification, Layers of Product, Features,

Product Planning, Managing Service Product, product hierarchy, product mix & line decisions,

Product & Brand relationships, Managing Product Line & Brand overtime, new product decision,

Product Positioning and Differentiation, New product development process, innovationdiffusion

process, Product Life Cycle (PLC) with marketing strategies at different stages of PLC, product strategies

for growth, Product Faliure & Organising for Product Development, Product Research, product recalls,

packaging, labeling, warranties & guarantees, Competitive product strategies.

Brand Management: Introduction to Brands and Brand Management: Brand Segmentation,

Targeting and Positioning, Rules for successful Brand Positioning, Brand Repositioning, Brand

Awareness, Brand Identity

Concepts of Brand: Brand Image, Customers perception of Brand Identity, Kapferers Model

of Brand Image, Brand Gap, Brand image dimensions, Brand Extension, Brand imitation, luxury

brands, brand failures

Developing Brand Equity: Brand Personality, Scales of Brand Personality, Brand

Communication, Tools of brand communication, Brand equity, Building Brand equity,Measuring and interpreting Brand Performance, Managing Brands over Time

Textbooks:

1. Brand Management by Harsh V. Verma (Excel Books)References:

1. Product Managemet by Dr.S.L Gupta. (Wisdom Publication, Delhi)2. Product and Brand Management by U C Mathur3. Compendium of Brand Management by S.A Chunawalla (Himalaya)4. Building Brands in the Indian Markets by Tapan K Panada5. Strategic Brand Management By Kevin Lane Keller (Pearson Education)6. The Luxury Strategy by J.N. Kapferer and V. Bastien7. Brand Failures by Matt Haig(Kogan Page)8. Brand Management by Mahim Sagar, Deepali Singh, D.P Agarwal, Achintya Gupta(

Ane Books Pvt. Ltd)


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9. Product Management In India by Ramanuj Majumdar (PHI)


Advertising and Sales PromotionSubject Code- MKT-03

Objectives: Communication is an essential component of managerial responsibilities.Advertising and sales promotion are the two important tools of marketing communications. This

course aims at making the participants equipped for:

1. Planning, formulating, and implementing effective advertising strategy.2. Undertaking creative thinking so as to arrive at 'creative solutions'.3. Understanding the potential of various sales promotional tactics.











CONTENTS

Introduction to advertising: Brief history of Advertising, Advertising Scene in India, Role ofAdvertising in the Marketing-Mix, Models of communication, Integrated Marketing

Communication (IMC)

Creative Advertising: Research in advertising, Creative strategy planning and development,

Creative strategy, advertising appeals, message strategies, Planning and media selection,message evaluation, International advertising, Evaluation of Advertising Effectiveness,

Economic, social and legal issues in advertising, Advertising objectives and budget allocation

Advertising Agency: Organization Structure, Selection of an Advertising Agency,

Compensation of an Advertising agency, Client-Agency Relationship; Advertising objectives,

Advertising Budget, Advertising Media Planning and strategy, Media evaluation, Directresponse and internet advertising


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Sale Promotion: Promotion mix, Sales Promotionaffect on sales, Sales Promotion Objectivesand Budget Allocation, Planning and Implementing Sales Promotion ,Sales promotion Tools and

Techniques, Consumer and Trade promotion

Textbooks:1. Advertising Procedure by W.Ronald lane, Karen Whitehill King, J. Thomas Russell(Pearson Education)

2. Advertising & Sales Promotion by S H H Kazmi, Satish K. Batra3. Consumer Behaviour & Advertising Management By Debraj Datta, Mahua Datta

References:

1. Foundations of Advertising-Theory & Practice S.A. Chunawalla (HimalayaPublishing House)

2. Advertising And Promotion by George E.Belch & Michael A.Bleach ( McGraw-Hill)3.

Advertising Management by Manendra Mohan4. Advertising by Frank Jefkins (Pearson Education)

5. Advertising Management- Rajeev Batra, John G. Myers, David A. Aaker- PearsonPrentice Hall

6. Integrated Advertising, Promotion & Marketing Communications- Kenneth E.Clow,Donald Baack- Prentice Hall of India

7. Advertising & Promotion- An IMC Approach- Terence A. Shimp South WesternCengage Learning.

8. Advertising Integrated Brand Promotion- Thomas C. OGuinn, Chris T. Allen,Richard J. Semenik- Thomson South-Western

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