study & evaluation scheme of master of business...

MBA (with iNurture) Syllabus Applicable w.e.f. Academic Session 2017-18

Study & Evaluation Scheme

Of

Master of Business Administration

(Digital Marketing & Advertising) (In Collaboration with iNurture)

[Applicable w.e.f. Academic Session 2017-18 till revised]

TEERTHANKER MAHAVEER UNIVERSITY N.H. 24, Delhi Road, Moradabad, Uttar Pradesh-244001

Website: www.tmu.ac.in


Internal External Total

40 60 100

Class

Test

I

Class

Test

II

Class

Test

III

Assignment(s)

Other

Activity

(including

attendance

Total

Best two out of the

three

10 10 10 10 10 40

Internal External Total

50 50 100

External Internal

3 hrs. 1 ½ hrs

TEERTHANKER MAHAVEER UNIVERSITY (Established under Govt. of U. P. Act No. 30,

2008)

Delhi Road, Bagarpur, Moradabad (U.P)

Study & Evaluation Scheme

of

Master of Business Administration

(In Collaboration with iNurture)

SUMMARY

Programme : M.B.A.(Digital Marketing & Advertising)

Duration : Two year full time (Four Semesters)

Medium : English

Minimum Required Attendance : 75 %

Credits :

Maximum Credits : 130

Minimum credits required for the : 122

Assessment :

Internal Evaluation (Theory Papers) :

Evaluation of SII / Summer Training /

Global Project Report / Communication :

Duration of Examination :

To qualify the course a student is required to secure a minimum of 45% marks in aggregate including the

semester end examination and teachers continuous evaluation.(i.e. both internal and external).A candidate

who secures less than 45% of marks in a course shall be deemed to have failed in that course. The student

should have at least 45% marks in aggregate to clear the semester

Question Paper Structure

1. The question paper shall consist of SIX questions. Out of which first question shall be of short answer type (not

exceeding 50 words) and will be compulsory. Question No. 1 shall contain 8 parts representing all units of the

syllabus and students shall have to answer any five (weight age 2 marks each).

2. The remaining five questions shall have internal choice. The weight age for each question shall be 10 marks.


Study & Evaluation Scheme Semester I

Sl.

No.

Course

Code Subject

Hours

Credit

Evaluation Scheme

L T P Internal Extern

al Total

1 MBA101 Principles of Management 4 - - 4 40 60 100

2 MBA131

Computer Fundamentals, Internet, &

MS-Office 3 1 - 4 40 60 100

3 MBA103 Managerial Economics 4 - - 4 40 60 100

4 MBA104 Business Statistics 3 2 - 4 40 60 100

5 MBA 106 Financial Accounting 3 2 - 4 40 60 100

6 MBA199 English Communication and soft

skills-I

3 0

2 4 50 50

100

7 MBA 107 Business Environment 4 - - 4 40 60 100

8 MBA108 Organizational Behaviour 4 - - 4 40 60 100

9 MBA151 Computer Fundamentals (Practical) - - 4 2 50 50 100

Total 28 5 6 34 380 520 900

Semester II

Sl.

No.

Course

Code Subject

Hours

Credit

Evaluation Scheme

L T P Interna

l

Extern

al Total

1 MBA201 Marketing Management 4 - - 4 40 60 100

2 MBA202 Business Research 4 - - 4 40 60 100

3 MBA203 Production and Operations

Management 3 2 - 4

40 60 100

4 MBA204 Financial Management 3 2 - 4 40 60 100

5 MBA205 Human Resource Management 4 - - 4 40 60 100

6 MBA206 Cost and Management Accounting 3 2 - 4 40 60 100

7 MBA299 English Communication & Soft Skills

II 3 - 2 4

50 50 100

8 MBA251 Comprehensive Viva Voce - - - 4 50 50 100

Total 24 6 2 32 340 460 800


Semester III

Specialization Groups:

Advertising Digital Marketing

(Major) Elective 1 (Minor) Elective-1

MBV301 (Introduction to Brands and Business) MBD301 (Search Engine Optimization)

(Major) Elective 2

MBV302 (Brand Planning and Consumer Insights)

(Major) Elective 3

MBV303 (AdTech and MarTech)

Sl.

No.

Course

Code Subject

Hours

Credit

Evaluation Scheme

L T P Interna

l

Extern

al Total

1 MBA301 Management Information System 3 2 - 4

40 60 100

2 MBA302 Entrepreneurship Development 4 - - 4

40 60 100

3 Specialization Group -1 (Major) Elective -1 4 - - 4 40 60 100



6 Specialization Group -2 (Minor) Elective -1 4 - - 4 40 60 100

7 MBA399 Corporate Communication 3 - 2 4 50 50 100

8 MBA351 Summer Training Report - 2 - 4 50 50 100

Total 26 4 2 32 340 460 800


Semester IV

Sl.

No.

Course

Code Subject

Hours Credit

Evaluation Scheme

L T P Internal External Total

1 MBA401 Strategic Management 4 - - 4 40 60

100

2

MBA406

Branded Content and Future of

Media 3 2 - 4 40 60 100

3

MBA407

Introduction to Web Content

Writing 3 2 - 4 40 60 100

4

Specialization Group - 1

(Major) Elective -4 4 - - 4 40 60 100

5

Specialization Group - 2

(Minor) Elective -2 4 - - 4 40 60 100

6 MBA499

Personality Development &

Communication 3 - 2 4 50 50 100

7 MBA451 Dissertation ( Based on Market

Survey) - 2 3 4 50 50 100

8 MBA452 Comprehensive Viva-Voce - - - 4 50 50 100

Total 21 6 5 32 350 450 800

Specialization Groups:

Advertising Digital Marketing

Major (Elective 4) Minor (Elective 2)

MBV401 (PR & Corporate Communication) MBD401 (Social Media Marketing)

L – Lecture T - Tutorial P - Practical C – Credits

1L = 1Hr 1T = 1Hr 1P = 1Hr 1C = 1Hr of Theory Paper = 2 Hrs of Practical/Tutorial


Semester I

PRINCIPLES OF MANAGEMENT

Course Code: MBA101 L-4, T-0, P-0 C-4

Objective: The basic objective of this course is to provide the knowledge of basic concepts and

principles of management.

Unit-wise Course Contents:

1. Fundamentals of Management: Concept, Nature, Importance; Management: As an Art and Science, Management as a Profession, Management Vs. Administration, Management Skills,

Levels of Management, Characteristics of Quality Managers. Evolution of Management: Early

contributions, Taylor and Scientific Management, Fayol’s Administrative Management,

Bureaucracy, Hawthorne Experiments and Human Relations, Social System Approach,

Decision Theory Approach. Business Ethics and Social Responsibility: Concept, Shift to

Ethics, Tools of Ethics. (10 Hours)

2. Management Functions: Introduction to Functions of Management, Planning: Nature, Scope,

Objectives, Significance, Types, Process, Barriers to Effective Planning, Planning Premises and

Forecasting, Key to Planning, Decision Making. Organizing: Concept, Organization Theories,

Forms of Organizational Structure, Combining Jobs: Departmentation, Span of Control, Delegation

of Authority, Authority and Responsibility, Organizational Design. (8 Hours )

3. Staffing and Directing: Concept, System Approach, Manpower Planning, Job Design,

Recruitment and Selection, Training and Development, Performance Appraisal. Directing:

Concept, Direction and Supervision. Basics of Motivation: Concept, Motivation and Performance,

Theories of Motivation, Approaches for Improving Motivation, Pay and Job Performance, Quality

of Work Life, Morale Building, Sustained Motivation. (10 Hours )

4. Leadership: The Core of Leadership: Influence, Functions of Leaders, Leadership Style,

Leadership Development. Communication: Process, Importance, Channels, Barriers to

Communication, Communication and management, Role of communication in managerial

effectiveness. (6 Hours)

5. Controlling: Concept, Types of Control, Methods: Pre-control, Concurrent Control,

Postcontrol, An Integrated Control System, The Quality Concept Factors affecting Quality,

Developing a Quality Control System, Total Quality Control, Pre-control of Inputs, Concurrent

Control of Operations. Post Control of Outputs. (6 Hours)

Text Books:

1. Stoner, Freeman and Gilbert Jr, Management, Prentice Hall of India.

2. Koontz, Principles of Management, Tata Mc Graw Hill, 2008.

Reference Books:

1. Robbins S.P. & Decenzo David A., Fundamentals of Management: Essential Concepts and

Applications, Pearson Education.


2. Hillier Frederick S. & Hillier Mark S., Introduction to Management Science: A Modeling and

Case Studies Approach with Spreadsheets, Tata McGraw-Hill, 2008.

* Latest editions of all the suggested books are recommended.


Semester I Computer Fundamentals, Internet, & MS-Office

Course Code: MBA131 L-3, T-1, P-0, C-4

Objective: To give the basic knowledge of Computer hardware, Internet and application software

with DOS keys to the students.

Course Contents

Unit I: Introduction and Definition of Computer: Computer Generation, Characteristics of Computer,

Advantages and Limitations of a computer, Classification of computers, Functional components of

a computer system (Input, CPU, Storage and Output Unit), Types of memory (Primary and

Secondary) Memory Hierarchy. Hardware: a) Input Devices- Keyboard, Mouse, Scanner, Bar Code Reader b) Output Devices – Visual Display Unit (VDU), Printers, Plotters etc. Software:

Introduction, types of software with examples, Introduction to languages, Compiler, Interpreter and Assembler. Number System: Decimal, Octal, Binary and Hexadecimal Conversions, BCD, ASCII

and EBCDIC Codes. (Lecture08)

Unit II: MS – DOS: Getting Started on DOS with Booting the System, Internal Commands:

CHDIR(CD),CLS, COPY, DATE, DEL(ERASE), DIR, CHARACTER, EXIT,MKDIR(MD),

REM, RENAME(REN), RMDIR(RD), TIME, TYPE, VER, VOL, External Commands: ATTRIB,

CHKDSK, COMMAND, DOSKEY, EDIT, FORMAT,HELP, LABEL, MORE, REPLACE,

RESTORE, SORT, TREE, UNDELETE, UNFORMAT,XCOPY.

Introduction of Internet: History of internet, Web Browsers, Searching and Surfing, Creating an

E-Mail account, sending and receiving E-Mails. (Lecture 08)

Unit III: MS Word: Starting MS WORD, Creating and formatting a document, Changing fonts and point

size, Table Creation and operations, Autocorrect, Auto text, spell Check, Word Art, Inserting

objects, Page setup, Page Preview, Printing a document, Mail Merge. (Lecture 08)

Unit IV: MS Excel: Starting Excel, Work sheet, cell inserting Data into Rows/ Columns, Alignment, Text

wrapping , Sorting data, Auto Sum, Use of functions, Cell Referencing form, Generating graphs,

Worksheet data and charts with WORD, Creating Hyperlink to a WORD document, Page set up,

Print Preview, Printing Worksheets.

(Lecture 08)

Unit V: MS-POWERPOINT: Starting MS–Power Point,, Creating a presentation using auto content

Wizard, Blank Presentation, creating, saving and printing a presentation, Adding a slide to

presentation, Navigating through a presentation, slide sorter, slide show, editing slides, Using Clipart, Word art gallery, Adding Transition and Animation effects, setting timings for slide show,

preparing note pages, preparing audience handouts, printing presentation documents.

(Lecture 08)


Course outcomes:

After studying this course, you should be able to:

• Understand the fundamental hardware components that make up a computer’s hardware and

the role of each of these components

• Understand the difference between an operating system and an application program, and

what each is used for in a computer

• Describe some examples of computers and state the effect that the use of computer

technology has had on some common products

• Be familiar with software applications

• Understand file management

• Accomplish creating basic documents, worksheets, presentations with their properties. • Experience working with email and recognize email netiquette.

Text Books: 1. Sinha P.K., Computer Fundamentals, BPB Publishing.

2. Bill Bruck., The Essentials Office 2000 Book, BPB Publishing. 3. Leon A. & Leon M., Introductions to Computers, Vikas Publications.

Reference Books: 1. Peter Norton_s, Introductions to Computers, Tata McGraw Hill.

2. Price Michael, Office in Easy Steps, TMH Publication.

*Latest editions of all the suggested books are recommended.


Semester I

MANAGERIAL ECONOMICS

Course Code: MBA103 L- 4, T-0, P-0, C-4

Objective: The course intends to develop a perspective necessary for the application of modern

economic concepts, percepts, tools and techniques in evaluating business decisions taken by a firm.

Unit-wise Course Contents: 1. Introduction: Nature, scope and significance of managerial economics, its relationship with

other disciplines; Role of managerial economics in business decisions; Fundamental economic concepts, incremental principle, opportunity cost principle, discounting principle, equi-marginal

principle, time value of money. (6 Hours )

2. Demand Analysis and Consumer Behavior: Demand functions – Generalized demand function and demand function, individual and market demand functions, law of demand,

determinants of demand; Elasticity of demand – meaning, importance in business decisions and its measurement; Cardinal and Ordinal approaches to consumer behavior; Demand forecasting

– its significance and techniques. (9 Hours )

3. Production and Cost Analysis: Production function – meaning and significance; short run and

long run production analysis; Empirical estimation of production functions; short and long run cost function – their nature, shape and inter – relationship; Empirical estimation of cost

function; Economies of scale and scope. (9 Hours )

4. Theory and Behaviour of Firm: Different market structures and their characteristics, Profit maximization objective, Alternative objectives of business firms, short run and long run price –

output decisions under perfect competition, monopolistic competition, monopoly and oligopoly; Pricing strategies – full - cost pricing, product line pricing, price skimming and penetration

pricing. (9 Hours )

5. Macroeconomics: National Income, Concepts and methods of its measurement; Inflation –

demand pull and cost push inflation, effects of inflation, control of inflation; Business cycles – nature and phases of business cycle, policies to control business cycles. (7 Hours)

Text Books:

1. Dwivedi, D.N., Managerial Economics, Vikas Publishing House Pvt. Ltd., New Delhi. Ed. 2006.

2. Vaish M.C., Macro Economic Theory, Vikas Publishing House Pvt. Ltd., 2007. 3. Dhingra I.C., Managerial Economics, S. Chand Publishers, New Delhi. Ed. 2008.


Reference Books:

1. Christopher R. Thomas & S.Charles Maurice, Managerial Economics, Tata McGraw – Hill,

New Delhi. 2006.

2. Petersen Craig H. et al., Managerial Economics, Pearson Education, 2006.



Semester I

BUSINESS STATISTICS


Objective: The basic purpose of the course is to provide the knowledge about statistical tools and

techniques to assist the participants in better decision making.

Unit-wise Course Contents: 1. Introduction to statistics: Application of inferential statistics in managerial decision-making;

Measures of central tendency: Mean, Median and Mode and their implications; Measures of Dispersion: Range, Quartile deviation, Mean deviation, Standard deviation, Skew ness and

Kurtosis.

(6 Hours )

2. Time series analysis: Concept, and Secular trend; Seasonal variation; Cyclical variation and Irregular variation; Various methods of Time Series analysis, and their applications in business

decision-making; Construction of Index Numbers and their managerial application.

(8 Hours )

3. Correlation and Regression: Meaning and uses; various methods of calculation of coefficients

and their analysis and implication.

(8 Hours ) 4. Probability: Concept of probability and its uses in business decision-making; Addition and

multiplication theorem of probability; Baye’s theorem analysis, and its application, Probability

Theoretical Distributions: Concept and application of Binomial; Poisson and Normal

distributions.

(8 Hours ) 5. Estimation Theory and Hypothesis Testing: Sampling theory; Formulation of Hypotheses;

Application of Z-test, t-test, F-test and Chi-Square test. Techniques of association of Attributes

& Testing. (10 Hours)

Text Books: 1. Beri, G.C., Statistics for Management, Tata McGraw-Hill, 13th edition.

2. Chandran J.S., Statistics for Business and Economics, Vikas Publication, 1998. 3. Render and Stair Jr, Quantitative Analysis for Management, Prentice-Hall.

4. Sharma J.K., Business Statistics, Pearson Education.

Reference Books: 1. Gupta C.B., An Introduction to Statistical Methods Vikas publication.

2. Earshot L., Essential Quantitative Methods for Business Management and Finance, Palgrave,

2001.

3. Levin Rubin, Statistics for Management, Pearson, New Delhi, 2000.



Semester I

FINANCIAL ACCOUNTING

Course Code: MBA106 L- 3, T-2 P-0, C-4

Objective: The basic purpose of this course is to learn the basic accounting concepts, and tools of

financial analysis.


1. Financial Accounting: Meaning, nature and importance. Accounting cycle, accounting

equation. Journal, Ledger and Trial Balance. (8 Hours )

2. Preparation of Final Accounts: Manufacturing Accounting, Trading Account, Profit and Loss Account, Profit and Loss appropriation Account, Balance Sheet (with

adjustments).Depreciation Accounting. (10 Hours )

3. Analysis of Financial Statement: Meaning and importance Ratio analysis, Profitability ratios, Activity ratios, Liquidity ratios, Long-term solvency ratios, Common size statement,

Comparative statements and Trend analysis. (10 Hours )

4. Funds Flow Statement: Meaning and importance, Preparation of schedule of changes in

working capital; Preparation of funds flow statement and its analysis. (6 Hours)

5. Cash Flow Statement: Meaning and importance- various cash and non-cash transactions, Flow of cash, Preparation of cash flow statement and its analysis. (6 Hours)

Note: Case study on practical analysis of Balance Sheets of Joint Stock Companies and Bank

Text Books:

1. Bhattacharya S.K. & John Dearden, Accounting for management, Vikas Publication, 2006 ,

2. Jain S.P. & Narang K.L., Advanced Accounting, Kalyani Publication, Revised edition.

Reference Books: 1. Maheshwari S.N. & Maheshwari S.K., Corporate Accounting Vikas Publication, 2008.

2. Robert Anthony & Hawkins, Accounting Test and Cases, Irwin London, 1995.



Semester I

ENGLISH COMMUNICATION & SOFT SKILLS-I


Objective- The objective of the course is to impart basic knowledge of English Language and

Communication.

Course Content:

Module – 1

Significance of English Language 4 Hours a) Role and importance of English language in corporate.

b) Language as a tool of communication.

Module -2

Vocabulary Building 10 Hours

a) Word Formation Methods

i. Prefix

ii. Suffix

iii. Conversion

iv. Compounding

b) Homophones

c) One word Substitutes

d) Words often confused

Module -3

Fundamentals of English Language 12 Hours

a) Parts of Speech

b) Basic Auxiliaries and Modals

c) Tenses

Module – 4

Self Enhancement Skills 14 Hours

a) Understanding self

b) Self introduction

c) Introducing others

d) Managing Emotions

e) Understanding Roles

f) Basic etiquettes at college premises

(Note- Refer to workbook to carry out exercises as class room activity and home assignment.)


Learning Outcomes-

Students will be able to

• Know the importance of English Language for their future and start feeling, thinking and

living with English.

• Use different words in different situations and be aware of impurities concerning the usage

of words.

• Communicate with confidence.

• Exercise the correct use of grammar in their written and spoken English.

• Introduce themselves and others.

• Build a proper attitude required for overall development of a professional.

Evaluation & Assessment: The students will be evaluated on all four parameters of LSRW

External Exam Internal Assessment Total

50 50 100

Internal Assessment: 50

Best 2 out of Three

CTs

Attendance Workbook Assignments & Viva Total

20 10 10+10 50

Viva to be carried out by external faculty from within the university.

External Assessment: 50

PRACTICAL EXAM* VIVA TOTAL

25 Marks 25 Marks 50 Marks

The external evaluation would also be done by the external examiner based on the Practical and

viva conducted during the examination.

* Practical Exam Paper Structure: (Duration 01 hr) Question paper should consist of four questions out of which the first question will be

objective type of 10 marks. Other three question will be long, each of 05 marks.


Reference Books:

1. ILFS Bi-lingual Course in Basic English, ILFS Skill Development Corporation

2. English Grammar Composition & Usage by J.C. Nesfield, Macmillan Publishers

3. The Business letters by Madan Sood, Goodwill Publishing House, New Delhi

4. Communication Skills by Sanjay Kumar &PushpLata, Oxford University Press

5. Taylor Grant, English Conversation Practice, Tata McGraw Hill New Delhi.

6. Mohan Krishna and Banerji Meera, Developing Communication Skills, MacMillan India

Ltd., Delhi.


Semester I

BUSINESS ENVIRONMENT


Objective: The basic purpose of this course is to understand the concept of Business Environment,

Political, Legal and Global Policies, Philosophy and strategy of planning, and Consumerism.


1. Concept of Business Environment: Significance and nature, Interaction matrix of different environment factors, Process of environmental scanning, Basic philosophies of Capitalism and

Socialism with their variants. (8 Hours )

2. Politico-Legal Environment: Relationship between business and Government of India; Constitutional provisions affecting business; Introduction to some important business laws:

MRTP, Industrial (development and regulation) Act 1951, FEMA, SEBI Act, Consumer Protection Act; changing dimensions of these laws and their impact on business. (8 Hours )

3. Economic Environment: Philosophy and strategy of planning in India; Problem of poverty;

Concept of mixed economy: the public sector and the private sector, their changing roles;

Industrial policy in India in recent years; Policy with regard to small scale industries and

labour; The monetary policy, fiscal policy and union budget as an instrument of growth and

their impact on business. Financial institutions and their relevance to business operations;

Multinational corporations (MNCs). (8 Hours )

4. Technological and Socio-Cultural Environment: Policy for research and development in India; Problem of selecting appropriate technology; Multinationals as source of technology;

foreign collaborations and joint ventures; Impact of culture and values: Salient features of Indian culture and values and their implications for industrialization and economic growth;

Emergence of middle class and consumerism; Development of business entrepreneurship in India; Social responsibility and Indian business. (8 Hours )

5. Liberalization in India: The New Economic Policy; Globalization; Policy changes for

liberalization-Industrial policy; Exim policy; Banking policy; FDI policy; Reforms in capital

market; Structural reforms; Impact of reform measures, Salient Features of WTO , Global

business environment. (8 Hours )

Text Books: 1. Adhikari M., Economic Environment of Business, S. Chand & Sons.

2. Ghosh, Economic Environment of Business, Vikas Publications, 2004.

Reference Books: 1. Agarwal R., Business Environment, Excel Books, 2002.

2. Bedi S.K., Business Environment, Excel Books, 2004.

3. George A. & Steiner G.A., Business, Government and Society, Macmillan Publishers.



Semester-I

ORGANISATIONAL BEHAVIOUR

MBA-108 L-4, T-0, P-0, C-4

Objective: The basic objective of this course is to understand the concept of organizational

behavior.

Unit-wise Course Contents: 1. Introduction to Organizational Behaviour: Concept, nature, characteristics, conceptual

foundations, determinants and importance; concept of knowledge management and Emotional Intelligence in contemporary business organization.

(8 Hours ) 2. Understanding Human Behaviour in Management: Perception: Concept, nature, process,

importance. Management and behavioral applications of perception. Attitude: concept, process, and importance. Attitude measurement. Personality: Concept, nature, types and theories of

personality shaping. Learning In Management: Concept and theories of learning, learning Principles, Role of learning in management.

(8 Hours ) 3. Motivation and Leadership: Concept, principles, theories – content and process. Monetary

and non-monetary motivation. Leadership: Concept, functions, styles, and theories of

leadership-trait, behavioral, and situational. (8 Hours)

4. Interpersonal Relationship management: Analysis of Interpersonal Relationship, Developing

interpersonal relationship. Rapport Building techniques and tips Group Dynamic: Definition of

Group, Stages of Group Development, Punctuated Equilibrium Model, Group Structure, Group

Decision Making.

(8 Hours ) 5. Stress and Conflict Management: Define Stress and its potential sources, Individual and

Organizational Approaches for managing stress. Conflict Management- Concept, sources,

types, functionality and dysfunctional of conflict. Classification of conflict-intra individual, inter-personal, inter-group, and organizational. Resolution of conflict, meaning and types of

grievance and process of grievance handling. (8Hours)

Text Books: 1. Davis Keith, Human Behavior at Works: Organizational Behaviors, Tata McGraw- Hill, New

Delhi. 2. Pareek Udai, Behavioral Process in Organizations, Oxford and IBH, New Delhi, 1981.

3. Robbins S.P., Organizational Behavior, Pearson Education, New Delhi, 2003.

Reference Books: 1. Luthans Fred, Organizational Behavior, McGraw Hill, New Delhi, 1998.

2. Chandran J.S., Organization Behavior, Vikas Publishing House, 2004.



MBA - Semester I

COMPUTER FUNDAMENTALS

(Practical)

Course Code: MBA 151 L- 0, T-0, P-4, C-2

Objective: The basic objective of this course is to get familiar with computers.

Course Contents:

1. Preparation of Questionnaires, Presentations, Tables based on MS-Word, MS-Excel, MS-

PowerPoint. 2. Application of these Softwares for Documentation and Report Generation.

3. Creating Tables, Queries forms, Reports based on Microsoft Access.

EVALUATION SCHEME

Evaluation of Practical Examination: (Computers)

Internal Evaluation (50 Marks)

Each experiment would be evaluated by the faculty concerned on the date of the experiment on

a 5 point scale which would include the practical conducted by the students and a viva voce taken by the faculty concerned. The marks shall be entered on the index sheet of the practical

file.

PRACTICAL PERFORMANCE And VIVA

DURING THE SEMESTER (30 MARKS) ATTENDANCE QUIZ VIVA TOTAL

EXPERIMENT FILE VIVA (5 MARKS) (5 (10 INTERNAL

(10 MARKS) WORK (10 MARKS) MARKS) (50 MARKS)

(10 MARKS)

MARKS)

Evaluation:

EXPERIMENT FILE WORK VIVA TOTAL

(20 MARKS) (10 MARKS) (20 MARKS) EXTERNAL

(50 MARKS)

External Evaluation (50 Marks)

The External Evaluation Would Be Done By The External Faculty Based On The Experiment

Conducted During The Examination.


Semester-II

MARKETING MANAGEMENT

Course Code: MBA201 L- 4, T-0, P -0, C-4

Objective: The basic objective of this course is to understand the concepts of marketing.

Unit-wise Course Contents: 1. Basics of Marketing: Introduction, Definition, Importance and Scope of Marketing, Core

marketing concepts, Elements of Marketing - Needs, Wants, Demands, Consumer, Markets

and Marketers; Marketing Vs Selling, Consumer Markets and Industrial Markets. Concept of Marketing Management, Marketing – Mix, Functions of Marketing Management, Marketing

Organizations, Marketing Environment, Factors Affecting Marketing Environment, Marketing Information System and Marketing Research. (8 Hour )

2. STP Marketing: Market Segmentation, Segmenting the Market, Benefits, of Market

Segmentations, Market Segmentation Procedure, Basis for Consumer/Industrial Market Segmentation. Market Targeting – Introduction, Procedure. Product Positioning - Introduction,

Objectives, Usefulness, Differentiating the Product, Product Positioning Strategy. (10 Hours)

3. Product Design: Marketing - Mix Decisions, Product Decisions, New Product Development-

Concept and Necessity for Product Development, Failure of New Products, New Product

Planning and Development Process, Product-Mix, Branding and Packaging Decisions, Product

Life cycle - Stages and Strategies for Different Stages of PLC. (8 Hours)

4. Pricing, Distribution, and Promotion Decision: Pricing Decisions, Pricing Objectives,

Policies Methods of Setting Price, Pricing Strategies, Channels of Distribution for Consumer/

Industrial Products, Factors Affecting Channel Distribution, Management of Channels: Current

Trends in Wholesaling and Retailing Decision. (8 Hours)

5. Service Marketing Aspect: A Brief Account of Marketing of Services, Social Marketing, Online Marketing. (6 Hours)

Text Books:

1. Kotler Philip, Marketing Management: Analysis, Planning, Implementations and Control, Pearson Education, New Delhi. 2003, 11th edition.

2. Stanton William J., Fundamentals of Marketing, McGraw Hill, N. Delhi 10th

Ed. 3. Kotler Philip & Armstrong Graw, Principles of Marketing, Pearson Education, New Delhi

2004.

Reference Books: 1. Neelamegham S., Indian Cases in Marketing, Vikas Publication, New Delhi.

2. Bull Victor P., Marketing Management: A Strategic Planning Approach, McGraw Hill, New

York.

3. Czinkota M.R., Marketing Management, Pearson Education Asia, New Delhi 2004.



Semester-II

BUSINESS RESEARCH

Course Code: MBA202 L- 4, T-0, P -0, C-4

Objective: The basic objective of this course is to understand the concepts of business research and

its applications.

Unit-wise Course Contents: 1. Introduction: Concept of Research and Its Application in Various Functions of Management,

Types of Research, Types of Business Problems Encountered by the Researcher, Problems and

Precautions to the Researchers. (8 Hours)

2. Process of Research: Steps Involved in Research Process. Research Design: Various Methods of Research Design. Concept of Sample, Sample Size and Sampling Procedure, Various Types

of Sampling Techniques, Determination and Selection of Sample Member. Collection of Data.

(8 Hours )

3. Types of Data: Secondary and Primary, Various Methods of Collection and Data, Preparation of Questionnaire and Schedule, Types of Questions, Sequencing of Questions, Check

Questions, Length of Questionnaire, Precautions in Preparation of Questionnaire and Collection

of Data. (8 Hours )

4. Analysis of Data: Coding, Editing and Tabulation of Data, Various Kinds of Charts and

Diagrams Used in Data Analysis: Bar and Pie Diagrams and their Significance, Application

and Analysis of Variance (ANOVA). Measurement and Central Tendency, Measure of

Dispersionand their Advantages, Hypothesis testing. (10 Hours )

5. Report Preparation: Types and Layout of Research Report, Precautions in Preparing the

Research Report. Bibliography and Annexure in the Report: Their Significance, Drawing

Conclusions, Suggestions and Recommendations to the Concerned Persons. Use of SPSS

inData Analysis. (6 Hours )

Text Books:

1. Cooper & Schindler, Business Research Methods, Tata Mc Graw Hill. 2. Saunders Research Methods for Business students, Pearson Education, 2007.

3. Malhotra Naresh K., Marketing Research, Pearson Education.

Reference Books: 1. Gravetter, Research Method for Behavioral Sciences, Cengage Learning.

2. Beri G.C., Marketing Research, Tata Mc Graw Hill, 4th Edition.

3. Kothari C.R., Research Methodology Methods and Techniques, New Age International

Publishers.



Semester - II

PRODUCTION AND OPERATIONS MANAGEMENT


Objective: The basic objective of this course is to understand the concepts of production and

operations management.

Unit-wise Course Contents: 1. Operations Management: An overview, Definition of production and operations management,

Production Cycle, Classification of operations, Responsibilities of Operations Manager, New Product Development, Product Design, Service Design. (08 Hours )

2. Project and Process Planning: Types in manufacturing: project, jobbing, batch, line,

continuous, mass. Plant Location, Layout Planning. Project Management: PERT/CPM, Resource Leveling, Project Scheduling, Forecasting as a planning tool. Productivity and Work

study: Method study, Work Measurement, Work sampling and its applications. (08 Hours )

3. Production Planning Techniques: Production Planning techniques, Routing Decisions,

Scheduling types and principles, master production schedule, Aggregate Planning. Total

Productive Maintenance (TPM), Capacity Planning, Total Preventive Maintenance. (08 Hours)

4. Basic Concepts of Quality: dimensions of quality, Juran’s quality trilogy, Deming’s 14

principles, Quality circles, KAIZEN and BPR, Poka – Yokes, Zero Defects. Bird’s view of SPC. (08 Hours)

5. Materials Flow Control: Raw Materials and WIP inventory control, JIT purchasing, Lead time control. Manpower Scheduling: Techniques of manpower scheduling. Inventory Management –

Objectives, Factors, Process, Inventory control techniques- ABC, VED, EOQ, SED, and FSN.

(08 Hours)

Text Books: 1. Adam Jr Everetl E.R.J., Production and Operations Management, Prentice-Hall, 2000.

2. Charry, Production and Operations Management, Tata McGraw-Hill, 1997.

3. Johnston R. et al, Cases in Operations Management, Prentice-Hall, 1993.

Reference Books: 1. McGregor D., Operations Management, McGraw-Hill, 1960.

2. Morton, Production and Operations Management, Vikas publication.

3. Haleem A., Production and Operations Management, Galgotia Books, 2004.



Semester - II

FINANCIAL MANAGEMENT


Objectives: To familiarise with fundamental concepts of Financial Management like Objectives of

Financial Management, Time Value of Money, Cost of Capital, Valuations and Capital Budgeting,

Capital Structures and Dividend Policies. All these concepts will be explained with the help of case

studies and live data.

1. Introduction to Financial Management

• Definition, meaning and role of Financial Management, Goals of Business finance, Profit

Maximization vs. Wealth Maximization, Profit Maximization – Approvals and Objections,

Wealth Maximization, Growth Maximization, Agency problems.

• Time Value of Money: Time line, Cash Flow Sign Convention, Calculation of Annuities,

Inflation Adjusted Interest Rates, Present Value, Net Present Value, Excel Application.

(08 Hours)

2. Cost of Capital

• Cost of Debt: Irredeemable and Redeemable Debenture, Preference Shares, Common Stock;

Cost of Equity: Dividend Yield Method, Dividend Yield Plus Growth Rate Method, Earning

Yield Method, Realised Yield Method. Calculating Weighted Average Cost Of Capital: the

adjusted-beta CAPM, APM, the Bond Yield plus Risk Premium Approach.

• Cost of Retaining Earnings, Weighted Average Cost of Capital– Meaning, Limitations and

Considerations in Calculating WACC, Adjusting WACC for Risk.

• Sources of Long Term Finance, Capital Asset Pricing Model or CAPM.

(08 Hours)

3. Valuations & Capital Budgeting

• Valuation of Securities - Stocks and Bonds: Concept of Value, Features of a Bond, Bonds

Values and Yields, The Expectation Theory, Valuation of Preference Shares, Valuation of

Ordinary Shares.

• Meaning, Nature, Significance and Procedure of Capital Budgeting, Investment Evaluation

Criteria, Discounted Cash Flow Criteria (NPV, IRR, PI), Non-discounted Cash Flow Criteria

(PB, discounted PB, ARR).

(08 Hours)

4. Capital Structure Theories & Dividend Decisions

• Capital Structure: Meaning, Designing and Factors influencing Capital Structure and Optimal

Capital Structure.

• Leverages: Financial Leverage, Operating Leverage, Combined Leverage, Approaches of

Financial Management.


• Capital Structure theories: Net Income Approach, Net Operating Income Approach, Modigliani

Millar Approach, Modern Approach to Corporate Finance in an Improvement on the Traditional

Approach, Pecking Order Theory.

• Dividend Decisions, Relevance V/s Irrelevance of Dividends (Relevant Theory: Walter’s

Model, Gordon’s Model; Irrelevant Theory: MM’s Approach, Traditional Approach).

(08 Hours)

5. Working Capital Management and Finance

• Cash Management: Motives for Holding Cash, Objectives and Facts of Cash Management.

• Receivables Management: Study of Credit Policy.

• Inventory Management: Definition and Nature of Inventories, Reasons for Holding Inventories,

Inventory Management Techniques: HML Analysis, VED Analysis, SDE Analysis, EOQ

Analysis.

• Working Capital Finance: Concept, Meaning, Definition, Importance, types and Determinants,

Operating Cycle Concept, Working Capital Finance: Factors influencing WCM Estimation,

Problems on estimation.

(08 Hours)

Text Books

1. Khan & Jain. Financial Management, 7th edition. TMH, 2014.

2. I M Pandey. Financial Management, 10th edition. Vikas Publications, 2013.

3. Van Horne and Wachowitz. Fundamentals of Financial Management 13th ed. Phi Learning,

2009.

Reference Books

1. James C. Van Horne, Sanjay Dhamija. Financial Management and Policy, 12th Edition.

Pearson Education, 2011.

2. Prasanna Chandra. Financial Management, 5th

edition. Tata McGraw Hill, 2010.

3. Brigham and Erhardt. Corporate Finance (with Thomson One - Business School Edition), 5th

edition, South Western Educational Publishing, 2013.

4. Ross, Wetfield & Jaffer. Corporate Finance, 8th

edition, McGraw-Hill/Irwin, 2008.



Semester-II

HUMAN RESOURCE MANAGEMENT


Objectives:The basic objective of this course is to understand the concepts of human resource

management.


1. Elements of HRM: Evolution of HRM, Meaning, Nature and Scope, HRM functions and

objectives, Difference between HRM and Personnel Management, Human Resources

Development in India, Role of HR managers. Manpower Planning.

(8 Hours )

2. Job Analysis, Recruitment and Selection: Job Analysis – Job Description, Job Specification.

Recruitment and Selection- Methods and Procedures. Difference between recruitment and

selection process.

(8 Hours )

3. Human Resource Development: Training and Development- Purpose, Methods and issues of

training and management development program, Mentoring and Coaching.

(8 Hours )

4. Performance and Job Evaluation: Definition, Purpose of appraisal, Procedures and

Techniques including 360 degree Performance Appraisal, Job Evaluation:-concept, methods

and types.

(8 Hours )

5. Job Enrichment: Promotion, Transfer and Separation: Promotion – purpose, principles and

types; Transfer – reason, principles and types; Separation – lay-off, resignation, dismissal,

retrenchment, Voluntary Retirement Scheme. Job Enrichment, Job Enlargement, Job rotation.

(8 Hours )

Text Books:

1. Bratton J. & Gold J., Human Resource Management: Theory and Practice, Palgrave, 2003.

2. Gomez Mejia et.al, Managing Human Resources, Pearson Education.

Reference Books:

1. Aswathappa, Human Resource Management, Tata McGraw-Hill, 2003.

2. Dessler, Human Resource Management, Prentice-Hall.



Semester-II

COST AND MANAGEMENT ACCOUNTING


Objectives: The objective of this course is to acquaint students with various concepts of costing and highlight the decision-making and control, focus on managerial accounting.


1. Introduction of Cost Accounting: Meaning, objectives and functions of cost accounting, Role

of Costing in decision making, Types of cost; cost concepts; Elements of cost;-Overheads and

their Allocation and Apportionment. (8 Hours)

2. Preparation of Cost Sheet: Methods of Costing, Reconciliation of Cost and Financial

Accounting. Marginal Costing: Marginal Costing versus Absorption Costing, Cost-

VolumeProfit Analysis and Break-even analysis, Margin of Safety, key factors, Managerial

Applications of Marginal Costing. (8 Hours)

3. Differential Costing and Incremental Costing: Concept, uses and applications, Methods of

calculation of these costs and their role in management decision making. Standard Costing:

Concept of standard cost, establishing various cost standards, Variance analysis, Material,

Labour and its applications and implications. (8 Hours)

4. Budgeting: Concept of Budget, Budgeting and Budgetary Control, Types of Budgets and their

preparation and Advantages and Limitations of Budgetary Control. (8 Hours)

5. Responsibility Accounting: Concept and various approaches to Responsibility Accounting,

Concept of investment centre, cost centre, profit centre and responsibility centre and its

managerial implications. (8 Hours)

Text Books:

1. Horngren et al, Introduction to Management Accounting, Pearson, 2002. 2. Khan & Jain, Management Accounting, Tata McGraw-Hill, 2006.

3. Pandey, I.M., Management Accounting, Vikas Publication, 2004.

Reference Books: 1. Bhattacharyya S.K. & Dearden J., Accounting for Management, Vikas Publication.

2. Kishore Ravi M., Advanced Management Accounting, Taxmann, 2007.



Semester-II

ENGLISH COMMUNICATION & SOFT SKILLS- II


Objective- The objective of the course is to impart basic knowledge of English Language and Communication.

Course Content:

Module – 1

Fundamentals of Communication 8 Hours a) Communication: definition and significance

b) Understanding Verbal & Non verbal Communication

c) Using Body Language in Communication

d) Building Conversational Skills

e) 7C’s of Communication

f) Barriers to communication.


Module – 2

Employability Communication 8 Hours

a) Writing Emails

b) Job application writing-solicited and unsolicited

c) Resume

d) Joining reports e) Handling telephonic Interviews


Module – 3

English Grammar and Usage 12 Hours

a) Prepositions b) Active and Passive Voice

c) Conditional sentences

d) Question tags e) Syntax concord

Module - 4

Listening Comprehension 12 Hours a) Effective Listening

b) Hurdles to listening c) Listening exercises- Listening to a text reading in class, videos like The Moth, Ted Talks,

short movies with English subtitles, and motivational speeches.


Learning Outcomes-


• Know the importance of English Language and its role in Communication.

• Write and present their resume along with other corresponding tools required for getting

job.

• Exercise the correct use of grammar in their written and spoken English.

• Comprehend listening for the sake speaking with force and proper articulation.



50 50 100


Best 2 out of Three

CTs

Attendance Workbook Assignments &

Viva

Total

20 10 10+10 50

Viva to be carried out by external faculty from within the university






* Practical Exam Paper Structure: (Duration 01 hr)

Question paper should consist of four questions out of which the first question will be objective type of 10 marks. Other three question will be long, each of 05 marks.

Reference Books:

1. ILFS Bi-lingual Course in Basic English, ILFS Skill Development Corporation 2. Sasikumar V and Dhamija P.V., Spoken English, Tata McGraw Hill, New Delhi.

3. Allen, W.S., Living. English Speech, London. Longman, 1965 4. Taylor Grant, English Conversation Practice, Tata McGraw Hill New Delhi.

5. Thomson A. J. & Martinet A. V., A Practical. English. Grammar, Oxford University Press,

New Delhi.

6. Department of English and Modern European Languages, University of Allahabad,

Anthology of Modern Prose, Oxford University Press.


Ltd., Delhi

8. Bansal, R.K. and J.B. Harrison, Spoken English, Orient Longman, New Delhi.

9. Hornby A.S., Oxford Advanced Learners Dictionary of Current English, 7th

Edition.


Semester-II

COMPREHENSIVE VIVA VOCE


Objective: The objective of this course is to judge the understanding as well as application of the

knowledge gained by the students by the end of the first year of the course.

Guidelines:

1. The comprehensive viva voce is scheduled to be held at the end of II Semester in the first year.

2. This is also to see the articulation of what is being learnt by them and see their relevance in the

practical field.

3. The Total marks of viva are 100. The internal marks will be awarded by taking the presentation

of the students in the class on any topic of first sem syllabus in the front of a panel of at least

three faculty members to be appointed by the Director / Principal of the College.

4. The marks will also be awarded by the external examiner to be appointed by the examination

division.


Semester-III

MANAGEMENT INFORMATION SYSTEM


Objective: The basic objective of this course is to understand the concepts and importance of

information system in the industry for proper decision making.

Unit-wise Course Contents: 1. Introduction: Meaning and Role of Information Systems. Types of Information Systems:

Operations Support Systems, Management Support Systems, Expert Systems, and Knowledge, Management Systems. Information Systems for Strategic Management: Competitive Strategy

Concepts, Strategic Role of Information Systems. Integrating Information Systems with Business Strategy, Value Chain Analysis and Strategic Information Systems Framework.

(8 Hours) 2. Planning for Information Systems: Identification of Applications, Business Planning Systems

and Critical Success Factors, Method of Identifying Applications, Risks in Information Systems. Developing MIS systems: System Development Cycle; System Analysis; System

Design (DFD and ER diagrams). (8 Hours)

3. Decision Support Systems: MIS support for decision making; Decision support systems;

Tools of business support systems: what if analysis, sensitivity analysis, goal seek analysis,

optimization analysis. (8 Hours)

4. Emerging Concepts and Issues in Information Systems: Cross-functional MIS; ERP; CRM;

SCM. Introduction to Data Warehousing, Data Mining and its Applications, Emerging

Concepts in Information System Design and Application. (8 Hours)

5. Applications: Transaction processing; Artificial intelligent technologies in business: neural

network, fuzzy logic, genetic algorithm, virtual reality; Executive Information System; Expert

Support Systems; Security and Ethical challenges. (8 Hours)

Text Books: 1. Kenneth, Laudon & Jane Laudon MIS: Managing the Digital Firm, Pearson Education, 2005.

2. James, A. O’Brien Introduction to Information Systems, Tata McGraw Hill, 2005.

References Books: 1. Turban, E., McLean, E. & Wetherbe, J., Information Technology for Management: Making

Connections for Strategic Advantage. John Wiley and Sons, 2001.

2. Jawadekar, W. S., Management Information Systems. Tata McGraw Hill, 2001.



Semester- III

ENTREPRENEURSHIP DEVELOPMENT


Objective: The basic objective of this course is to understand the concepts of entrepreneurship.


1. Entrepreneur and Entrepreneurship: Definition of Entrepreneur, Entrepreneurial motivation

and barriers; Internal and external factors; Types of entrepreneurs; Theories of

entrepreneurship; Classification of entrepreneurs. Difference between Entrepreneur and

Entrepreneurship, Characteristics of Entrepreneur. (8 Hours)

2. Idea Generation and Project Formulation: Idea Generation, Screening and Project

Identification, Feasibility Analysis; Project Planning, Evaluation, Monitoring and Control,

Project Report Preparation, Operation problems: Incubation and Take-off, Problems

encountered, Structural, Financial and Managerial Problems, Types of Uncertainty. (8 Hours)

3. Supportive Agencies for Entrepreneurship: Institutional support for new ventures;

Supporting organizations; Incentives and facilities; Financial Institutions and Small-scale Industries, Govt. Policies for SMEs. Role of SIDBI & NSIC. (8 Hours)

4. Entrepreneur Development Programmes (EDP’S): Types, 3S Model, History of

entrepreneurship development in India, Current Status of Entrepreneurship development in India. Role of Woman entrepreneur. (8 Hours)

5. Industrial Sickness: Sick industries, Reasons for sickness, Remedies for Sickness, Role of

BIFR in revival, Bank Syndications. Micro financing for SME Sector and other aspects.

(8 Hours)

Text books:

1. Couger C, Creativity and Innovation, IPP, 1999.

2. Jacob Nina, Creativity in Organisations, Wheeler, 1998.

3. Velasquez, Business Ethics- Concepts and Cases, Prentice-Hall, 5th edition, 2002.

4. Kittson Alan, Ethical Organisation, Palgrave, 2001.

Reference Books:

1. Jonne & Ceserani, Innovation and Creativity, Crest, 2001.

2. Bridge S.et al, Understanding Enterprise: Entrepreneurship and Small Business, Palgrave,

2003.

3. Holt, Entrepreneurship: New Venture Creation, Prentice-Hall, 1998.

4. Dollinger M.J., Entrepreneurship, Prentice-Hall, 1999.



Semester III

Elective 1

Specialization: Advertising

INTRODUCTION TO BRANDS AND BUSINESS

Course Code: MBV301 L-4, T-0, P-0, C-4

Objectives: The subject addresses important branding decisions faced by a firm. The purpose is to

introduce students to important considerations in the understanding, crafting, measuring and

management of brand strategies.

1. Introduction to Brands: 08 Hours

Introduction to Brands and Market, Introduction to Brand concepts, Types of Marketing, Brand

Foundation, The Foundations of Brand—Consumer Relationship.

2. Brand Identity and Positioning 08 Hours Brand Equity, Brand Positioning, Brand Positioning Process, Product Positioning Process,

Brand Positioning and the Consumer Mind, Brand Identity, Brand Identity v/s Corporate Identity, Visual Brand Identity, Logos, Colours, Modern Approach to Brand Colours, The

Brand Base Line.

3. Brand Development 08 Hours Brand Development, Brands: Its Personality, Image and Promise, Market Segmentation, Brand

Positioning Statement, Emotional Motivators, Packaging, Functional Requirements of

Packaging, Push Marketing vs. Pull Marketing.

4. Brand Management Strategies 08 Hours

Brand Management Strategies, Brand Promotion, Brand Portfolio, Brand Extension,

Categorization Theory, Brand Extension, Sub Brand, Mother Brands, Umbrella Brand, Types of

Marketing, Services Marketing, Global/International Marketing, International Market Selection.

5. New Trends in Branding 08 Hours

Branding – New Trends, Marketing Research, Qualitative Research, Qualitative versus

Quantitative Approaches, Brand Myths and Icons, Brand Disaster and Management, Brand

Revitalization, Brand Influence, The Impact of Technology and Internet and Social Networks,

Search Engines Impact and Perception of Brands, Blog Impact on Brands, Future of Branding, The Role of the Brand in Social Media Marketing, Building Brand Awareness through New

Media, Global and Local Brand Management.

Text Books:

1. Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. (2009). Brand Management –

Research. Routledge.

2. Y. L. R. Moorthi. (2000). Brand Management – Indian Context. Vikas Publishing House.

Reference Books: 1. Kevin Lane Keller, Ambi M. G. Parameswaran and Issac Jacob. Strategic Brand Management.

(3rd ed.). Pearson Education. 2. Sharad Sarin. (2011). Strategic Brand Management for B2B Markets. SAGE publications Pvt

Ltd.



Semester III

Elective 2


BRAND PLANNING and CONSUMER INSIGHTS


Objectives: To teach the students how to constantly design and execute intelligent and innovative

research studies to scan the environment, identify consumer insights, and use those insights to

manage the brand.

Module 1 - Account Planning 08 Hours

The Birth of Account Planning, The Need for Account Planning, What Roles does Planning Fulfil?,

Typical Characteristics of an Account Planner, Account planning and its stakeholders.

Module 2 - Creative Brief 08 Hours The Creative Brief, Elements in a Creative Brief, Developing a Creative Brief through Research,

Research for UNUM insurance – A Case Study, Location for Conducting the Research, Developing the Creative Idea – A Case Study, Developing the Creative Brief in Digital Medium, What is a

Media Brief? Media Planning and Strategy.

Module 3Consumers in India 08 Hours

The Indian Consumer, Current Scenario - Many Consumers, Many Choices, Consumption in Rural

Areas, The Way Forward for Marketers, Changes in the Habits of the Indian Shopper, Virtual

Shopping, Deals and Discounts, Impulsive Buying, Individualised Shopping, Many Shopping

Seasons, Consumer Insights, The In-Store Behaviour of Asian Consumers, The Indian Shopper.

Module 4 - Media Mapping 08 Hours

Media Mapping Across Target Groups & Different Products & Services, Translating An Idea

Across Different Media & Languages, What Is Media Neutral Or Media Plural, Customizing Tasks

Across Media Campaign Management & Reporting.

Module 5 - Brand Planning and Ideation 08 Hours

Multi-Media Campaigns Imperatives, Similarities between Traditional Account Planning, Creative Direction or Trigger, Influence of Creative Planners in Ideation. Media — The New Creative

Frontier, Synergies Across Ideation & Media Planning & Scheduling, Genuinely Fresh Media Ideas & Their Creative Expression, Brand Building Through Creative Planning Across Categories &

Domains, Implications For Differing Campaign Tasks And For Differing Target Audiences.

Text Books:

1. A. Young, Brand Media Strategy: Integrated Communications Planning in the Digital Era,

Springer, 22-Sep-2014

2. Adam Kahane, Kees Van Der Heijden, Transformative Scenario Planning: Working Together to

Change the Future, Berrett-Koehler Publishers, 2012

Reference Books:

1. Paul N Hague, Nicholas Hague, Carol-Ann Morgan, Market Research in Practice: How to Get

Greater Insight From Your Market, Kogan Page Publishers, 2013


2. Wayne C. Booth, Gregory G. Colomb, Joseph M. Williams, William Fitzgerald, Joseph Bizup,

The Craft of Research, University of Chicago Press, Fourth Edition 2016.



Semester III

Elective 3


ADTECH AND MARTECH


Objectives: Total Hours: 45

The concept of advertising and design will inspire students to creatively improve the way

customers experience and interact with brands. This paper is designed to provide students an

overview of the various current technologies that are used in advertising.

Module 1: Introduction to Online Advertising Technology 08 Hours

Development of advertising plans for digital media; List and applications of online advertising

media tools; Creative writing& testing- Crafting selling messages for target customers and tools to

optimize; Programmatic buying; Adservers, DSPs, Exchanges, Trading desks, Retargeting.

Development of promotional strategies- advertising campaigns, media plans; Designing ads for

website, email & mobile

Module 2: Authoring of Content on the Web 08 Hours

Principles of Web design and website management; Website organization and structure-file

formats, accessibility issues, homepage usability& responsive design; Basic HTML code, web

graphics, web animation, interactivity, and cascading style sheets; Content curation - Storyboarding

and scriptwriting; Skills for banner advertising and web marketing techniques; Design actual

websites for local businesses and community organizations.

Module3: Multimedia Content – Creation, Technology& Promotion 08 Hours

Concept of multimedia technology, multimedia files, formats and their use; Use of scanners, digital

cameras, digital playback system, digital video and audio equipment, digital image editing, photo

manipulation techniques; Industry-standard technology to create digital graphics for print, web

pages, video and multimedia presentations. How to promote multimedia content online

Module4: Introduction to Marketing Technology 08 Hours

Understanding business on internet, research online business services, development of internet

business plan; Buyer journey & customer lifecycles; Customer relationship management,

Components of CRM, ways of customer interaction, pre-implementation of CRM, Kick-off

meeting, requirements gathering, prototyping and detailed proposal generation in sales.

Module 5: Tools of Marketing Technology 08 Hours

Sales force Automation (SFA): Definition, need, barriers to successful SFA, technological aspect of

SFA, data synchronization in sales, reporting tools; Enterprise Marketing Automation (EMA:

Components of EMA, marketing campaign, campaign planning and management, EMA

components (promotions, events loyalty and retention programs), response management;

Application Service Provider(ASP) in marketing: Meaning, their role and function, advantages

andDisadvantages of implementing ASP.


Text Books:

1. Marla R. Stafford Ronald J. Faber,2015, Advertising, Promotion, and New Media,Routledge

2. Tom Altstiel, Jean Grow,2012, Advertising Creative: Strategy, Copy, and Design,SAGE

Publications

Reference Books:

1.Christian Schlee,2013, Targeted Advertising Technologies in the ICT Space: A Use Case Driven

Analysis,Springer Science & Business Media.

2.Fern L. Johnson,2012, Imaging in Advertising: Verbal and Visual Codes of Commerce,Routledge



Semester III

Elective 1

Specialization: Digital Marketing

SEARCH ENGINE OPTIMIZATION Course Code: MBD301 L-4, T-0, P-0, C-4

Objectives: To explore the underlying theory and inner workings of search engines; To Understand

the role of social media, user data and links; and to discover tools to track results and measure success.

Module 1 - Introduction to SEO: 08 Hours

What is Search Engine Optimization (SEO)?Introduction to SERP, What are search engines?How search engines work?Major functions of a search engine.

Module 2 - Search Engine Traffic: 08 Hours

What is traffic? Different types of traffic, What are keywords?Different types of keywords, Google

keyword planner tool, Keyword research process.

Module 3 - On-Page Optimization: 08 Hours

Keyword optimization, Content optimization, Adding social media plug-ins on Web pages, Internal

linking, Meta tag creation, Creating Web page in HTML

Module 4 - Off-Page Optimization: 08 Hours

What is page rank?How to increase page rank?,What are back links?Types of back links, what is

link building?Types of link building, Do's and Don'ts of link building

Module 5 - Optimized Content Strategy: 08 Hours

How to write optimized content, Monitoring SEO process, Preparing SEO reports.

Text Books: 1. Eric Enge, The Art of SEO, Shroff/O'Reilly; Second edition, 2012

2. Dr. Andy Williams, SEO 2015 & Beyond, CreateSpace Independent Publishing Platform;

Fourth edition, 2014

Reference Books:

1. EMarketing -The essential guide to marketing in a digital world, Rob Stokes and the Minds of

Quirk, Quirk Education Pty (Ltd). 5th Edition, 2012

2. Bruce Clay, Search Engine Optimization All-in-One for Dummies, John Wiley & Sons, 2015.



Semester III

CORPORATE COMMUNICATION


Objective- The objective of the course is to impart knowledge of corporate behaviour and making the students prepared for job interviews.

Module – 1

Writing Skills 8 Hours

a) Writing Memos, Notice & Circular

b) Drafting Agenda

c) Minutes of meeting

d) Writing Business Letters


Module – 2 10 Hours

Corporate skills

a) Time Management

b) Art of Planning

c) Leadership

d) Positive Attitude

e) Art of Negotiation

Module – 3

Presentation Skills 10 Hours

a) Elements of effective communication

b) Setting objectives

c) Audience analysis

d) Content preparation

e) Using audio visual aids

f) Non verbal codes

Module – 4

Preparation for Job Interviews 12 Hours

a) Interview Preparation

b) Interview gestures and postures

c) Dressing sense

d) Understanding employer expectations

e) Do’s and Don’ts of Interview

f) Group Discussion on relevant topics

g) Mock Interview sessions



Learning Outcomes-


• Do business correspondence for conducting meeting and write business letters.

• Acquire corporate skill and behaviour required to be a successful professional.

• Present themselves confidently with verbal and non verbal cues.

• Perform well in job interview situations.



50 50 100


Best 2 out of Three

CTs


Viva

Total

20 10 10+10 50







* Practical Exam Paper Structure: (Duration 01 hr) Question paper should consist of four questions out of which the first question will be


Reference Books: 1. ILFS Bi-lingual Course in Basic English, ILFS Skill Development Corporation

2. Raman Meenakshi & Sharma Sangeeta, Technical Communication-Principles & Practices

O.U.P. New Delhi. 2008.

3. Chabbra T N, Business Communication, Sun India Pub. New Delhi.

4. Sehgal M.K. & Khetrapal Vandana, Business Communication, Excel Books, New Delhi.

5. Mitra Barun K., Personality Development and Soft Skills, O.U.P., New Delhi. 2012.


Ltd., Delhi


Semester III

SUMMER TRAINING PROJECT REPORT


Objective: By the training the student is expected to learn about the organization and analyses and

suggest solutions of a live problem. The objective is to equip the student with the knowledge of

actual functioning of the organization and problems faced by them for exploring feasible solutions

and suggestions

Guidelines: 1. At the end of second semester examination, every student of MBA will undergo on-the-job

practical training in any manufacturing, service or financial organization. The training will be

of 6 to 8 weeks duration. The guidelines of training will be provided before the end of the second semester classes

2. During the course of training, the organization (where the student is undergoing training) will assign a problem/project to the student. The student, after the completion of training will submit

a report to the College/Institute, which will form part of third semester examination. However, the report must be submitted by the end of September during third semester A Performance

appraisal by the external examiner will be attached with the report. 3. The report (based on training and the problem/project studied) prepared by the student will be

termed as Summer Training Project Report. The report should ordinarily be based on primary

data. It should reflect in depth study of micro problem, ordinarily assigned by the organization

where student undergoes training. Relevant tables and bibliography should support it. One

comprehensive chapter must be included about the organization where the student has

undergone training. This should deal with brief history of the organization, its structure,

performance products/services and problems faced. This chapter will form part I of the Report.

Part II of the Report will contain the study of micro research problem. The average size of

Report ordinarily will be 100 to 150 typed pages in standard font size (12) and double spacing.

Three neatly typed and soft bound (paperback) copies of the report will be submitted to the

College/Institute. The report will be typed in A-4 size paper.

4. The report will have two certificates. One by the College and the other by the Reporting Officer

of the organization where the student has undergone training. These two certificates should be

attached in the beginning of the report. 5. The report will be evaluated by internal and external examiner. It will carry total 100 marks

divided into written report of 50 marks by external examiner and presentation of 50 marks in front of a panel of at least three faculty members appointed by Director/ Principal of the

college. 6. The marks will be awarded by the external examiner to be appointed by the examination

division.

7. The format of the report is given below:

• Objective of the Research Undertaken

• Literature Review

• Research Methodology • Results and Analysis

• Conclusions

• References

• Appendices – to include questionnaire, if

any


PERFORMANCE APPRAISAL

Summer Training- MBA351

Student’s Name:

Course: Specialization:

You are requested to provide your opinion on the following parameters.

A- Outstanding

B- Good

C- Satisfactory

D- Unsatisfactory

1. Technical knowledge gathered about the industry and the job he/she was involved.

2. Communication Skills: Oral / Written / Listening skills

3. Ability to work in a team

4. Ability to take initiative

5. Ability to develop a healthy long term relationship with client

6. Ability to relate theoretical learning to the practical training

7. Creativity and ability to innovate with respect to work methods and procedures

8. Ability to grasp new ideas and knowledge

9. Presentations skills

10. Documentation skills

11. Sense of Responsibility

12. Acceptability (patience, pleasing manners, the ability to instill trust, etc.)

13. His/her ability and willingness to put in hard work

14. In what ways do you consider the student to be valuable to the organization?

Consider the student’s value in term of: (a) Qualification

(b) Skills and abilities

(c) Activities/ Roles performed

15. Punctuality

Any other comments _____________________________________________________.

Assessor’s overall rating

Assessor’s Name: Designation:

Organization name and address:

Email id: Contact No:

Assessor’s Signature _______________


Semester IV

STRATEGIC MANAGEMENT


Objective: The basic objective of this course is to understand the concepts of strategic

management.

Unit-wise Course Contents: 1. Nature of Strategic Management: Concept of Strategy; Mintzberg’s 5Ps of Strategy;

Strategic

Decision Making; Strategic Management Process; Strategists and their roles.

(8 Hours ) 2. Strategy Formulation: Concept of Stretch, Leverage and fit; Vision Mission, Goals and

Objectives; Need for Balanced Scorecard; External Environmental Analysis; Analyzing

Companies Resource in Competitive Position; SWOT Analysis; Grand Strategies; Porter’s

Generic Strategies.

(8 Hours)

3. Strategies for Competing in Global Markets: Strategic Analysis and Choice– BCG, GE,

Directional Policy and Hofer’s Matrices; Industry and Competitive Analysis, Concept of

Value Chain, Strategic Alliances.

(8 Hours )

4. Strategy Implementation: Resource Allocation; Structural Considerations and

Organizational Design; Leadership and Corporate Culture; Fundamental and Operational

Strategies; Plans and Policies. (8 Hours)

5. Strategy Evaluation: Importance and Nature of Strategic Evaluation; Strategic and

Operational Control; Evaluation Process for Operational Control; Evaluation Techniques for

Strategic and Operational Control. (8 Hours )

Text Books: 1. Arthur A., Thomson and Strickland, Strategic Management – Concept and Cases, Tata

McGraw-Hill, New Delhi, 2002.

2. Kazmi Azhar, Business Policy and Strategic Management, Tata McGraw Hill, New Delhi,

2004.

Reference Books: 1. Henry Mintzberg, Strategy Safari, Free Press, New York. 1998.

2. Gary Hamel & Prahalad C. K., Competing for the Future, HBS Press, 1999.



Semester IV

BRANDED CONTENT AND FUTURE OF MEDIA


Objectives: Media are evolving and branded communication must keep pace. This will cover the

innovations in this area. Given the power of media to influence consumer beliefs, knowledge and

attitudes to brands and businesses, this is a vital link; it will also explore the latest trends of

media & content; user generated content and its impact on media monetisation and the entire

media business model.

Module - I: Branded Content – The New Form of Entertainment 08 Hours The Brand Integration Continuum, Publicity beyond Placement, Future of Branded

Entertainment, Eight Tips to Enhance Content Marketing, Remembering the Essentials Learning

from the Masters.

Module - II: Brand Story 08 Hours

Discovering the Brand Story, From Brand Story to Brand Promise and Personality, Designing

and Executing the Brand Story, Service Experiences, Product and Packaging, Corporate Social

Responsibility and Sustainability.

Module - III: Consumer Generated Content 08 Hours Definition and Insights on Consumer Generated Content, Do-It-Yourself (DIY) Advertising,

Product Development, Opportunities for Co-creation, Four Building Blocks of Co-creation.

Module - IV: Gamification 08 Hours Gamification and the Fun Theory, Gamification and Major Brands, Five Elements of

Gamification in a Branding Strategy, Advergaming, Gamevertising, Principles of Gamification.

Module - V: The Future of Media 08 Hours Scenario Planning, Interpreting Scenario, Dynamic Content Creation, Strategic Framework of

the Future of Media, The Consumer/Creator Archetype, Revenue and Ad Aggregation,

Distribution: Channels, Devices, and Mobility, Globalization and Localization, Intellectual

Property and Media; Shifting Advertising Channels - Growth in Digital Advertising, Social

Networks, Blogging Platforms, Drivers of Value, The Forces Shaping Media--Increasing Media

Consumption, Fragmentation, Participation, Personalization, New Revenue Models,

Generational Change, Increasing Bandwidth; Future of Media Lifecycle Cases.

Text Books:

1. A New Brand Of Expertise: How Independent Consultants, Free Agents, And Interim

Managers Are Transforming The World Of Work - Marion McGovern, Dennis Russell &

Dennis Russell, Butterworth Heinemann Special Priced Titles, 2001.

2. Marketing Manual: Focus On Branded Content, With Other Marketing Aspects - Bren

Monteiro, 6 Degrees Books

Reference Books: 1. Killer Web Content: Make The Sale, Deliver The Service, Build The Brand – Gerry

McGovern,1/e, A & C Black, 2006


2. Get Content Get Customers: Turn Prospects into Buyers with Content Marketing – Joe

Pulizzi, McGraw-Hill, 2006



Semester IV

INTRODUCTION TO WEB CONTENT WRITING


Objectives: Art has been in place since knowledge was born. Writing, i.e., ‘content’ has taken a

highly significant position as it involves creativity with technicality. Here, we learn the methods

and techniques to know, practice and develop web content writing.

Module 1: The Art Of Writing 08 Hours

Essentials of writing & storytelling - what is storytelling - why is it important - what makes a

good story and a bad one - basic rules of grammar and language - understanding 'tone of voice'.

Module 2: Understanding The Reader & Applying Psychology To Writing 08 Hours

The psychology of writing - basic concepts of psychology (with regards to writing) -

understanding how the mind reacts to writing - how to use this knowledge to influence the reader

- what readers like to read (or see/hear).

Module 3: Writing For The Digital Medium 08 Hours

How to write for digital - what makes writing for digital different - copywriting for the digital

medium - Technical Writing - Creative Writing.

Module 4: Different Types Of Writing 08 Hours

Writing for websites - writing for blogs (reviews/UGC etc.) - writing for social media (Facebook

/ twitter etc. - Writing for search engines - Web Copy writing - writing for banners/stamp ads.

Module 5: After You Write 08 Hours

Proof Reading – Editing – Rewriting - Content based Marketing - Customer Targeting and

Demographics - Content based Analytics and Quality Check

Text Books:

1. Lynda Felder, “Writing for the Web: Creating Compelling Web Content Using Words,

Pictures, and Sound” New Riders, 2012

2. Nicole Fenton, Kate Kiefer Lee, “Nicely Said: Writing for the Web with Style and

Purpose Voices That Matter” New Riders, 2014

Reference Books:

1. Janice Redish, Janice (Ginny) Redish, “Letting Go of the Words: Writing Web Content

That Works” Elsevier, 2012

2. Ken Bradford, Dr. Deborah C. Bauers, LPC, “Freelance Blog Writing: Writing Better

Web Content” Ken Bradford and Dr. Deborah C. Bauers, LPC, 2014



Semester IV

Elective 4


PR & CORPORATE COMMUNICATION


Objectives:To know the fundamentals of public relations and its relations with marketing,

advertising, and various ad vehicles. To understand the concepts and scope of corporate

communications and related applications across streams.

MODULE I: Fundamentals of Public Relations 13hrs Public Relations - Concept and Definition, Evolution and growth of public relations, Functions

of public relations; PR in relation to marketing, advertising, publicity, propaganda and rumours.

MODULE II: Implementation of Public Relations 10hrs PR tools & methods, Public relations writing, PR campaigns.

MODULE III: Public Relations Principles 13hrs

Principles of PR: Laws and ethics in PR, PRSI code, PR organizations- PRSI, IPRA etc., PR

Setup in central and state governments, PR in public and private sector, Functions and

responsibilities of PRO.

MODULE IV: Introduction to Corporate Communications 12hrs Corporate communication Concept and Scope: Corporate identity for image building, PR and

corporate advertising, PR in crisis management. Case studies: corporate communication. Event

management.

MODULE V: Advancements of Public Relations 12hrs

Special Applications of PR: Welfare agencies, Business and professional association, Armed

forces, International public relations.

Text Books:

1. Moore Frazier and Carfield : Public Relations Principles, Cases and problem, Richard Irwin,

1977 (Seventh Edition)

2. Paul Burton :Corporate Public Relations, Reinhold, NY, 1966.

Reference Books: 1. Sahai Baldeo : Public Relations : A scientific Approach, Scope, New Delhi 1980.

2. Sengupta Sailesh : Management of Public Relations and Communication, Vikas, New Delhi.

1997.

3. Wilcox, Auld and Agee : Public Relations strategies and Tactics Horper and Raw 1986.

4. Black Sam, Practical Public Relations Isac Pitam, 1970



Semester IV

Elective 4

Specialization: Digital Marketing

SOCIAL MEDIA MARKETING

Course Code: MBD401 L-4, T-0, P-0, C-4

Objectives: Understand and plan content for online marketing; Learn how to use social media to

meet organisation’s acquisition and brand objectives; Learn to incorporate best social media

practices into marketing campaign

1. What Is Social Media Marketing? Big Brands and Social Media,Small Business and

Social Media,Social Media and You Blogging, History, Platforms,Content Strategies,

Building an Audience, Takeaway Tips. 08 Hours

2. Twitter and Microblogging, Introduction, History, Protocol 08 Hour

3. Social Networking, Introduction, History, Facebook, LinkedIn Media Sharing, YouTube,

Flickr, Slide Share. 08 Hours

4. Social News and Bookmarking, Introduction, Digg, Reddit, Stumble Upon Ratings and

Reviews, Introduction, Yelp, Other Sites. 08 Hours

5. Strategy, Tactics, and Practice, Monitoring, Research. Campaigns Versus Ongoing

Strategy, Integration, Calls to Action Measurement, Metrics, Goal Setting, Software

08 Hours

Text Books

1. Dan Zarrella, The Social Media Marketing Book, O'Reilly Media; 1 edition, 2009

2. Tim Kitchen, Tashmeem Mirza, Profitable Social Media Marketing: Growing your

business using Facebook, Twitter, Google+, LinkedIn and more, Exposure Publishing; 1

edition, 2013

Reference Books

1. Liana Li Evans, Social Media Marketing : Strategies for Engaging in Facebook, Twitter

& Other Social Media, Que Press; First edition, 2010

2. Barker, Social Media Marketing: A Strategic Approach, Cengage; 01 edition, 2013



Semester-IV

PERSONALITY DEVELOPMENT & COMMUNICATION


Objective- The objective of the course is to impart soft skills and to groom the personality of

students.

Module – 1

Soft Skills 10 Hours

a) Soft Skills –Definition and Importance

b) Decision Making

c) Stress Management

d) Team Building

e) Self Grooming

Module – 2 10 Hours

Personality Development a) Personality Traits

b) Five pillars of Personality Development

i. Introspection

ii. Self Assessment

iii. Self Appraisal

iv. Self Interrogation

v. Self Development

Module – 3

Reading Comprehension 10 Hours a) Reading with a purpose.

b) Reading styles

i. Intensive reading

ii. Extensive reading

iii. Scanning

iv. Skimming

c) Barriers in reading

d) Understanding the text- Finding vocabulary, sentence patterns, tense, and writing short

passages based on text.

Module – 4

Learning Through Practice 10 Hours

1. Making a speech: Welcome Speech, Introductory Speech, Vote of Thanks & Farewell

Speech, etc.

2. Role Play in diverse situations to build confidence.


3. Mock Interview sessions

4. Power Point Presentations.

5. Group Discussion on relevant topics

6. JAM sessions (Introduction –Body –Close technique).


Learning Outcomes- Students will be able to

• Exercise soft skill in professional set up.

• Analyse about them and strategize for future.

• Comprehend English to get clues for spoken English.

• Prepare speeches, presentations and perform well in interview situations.



50 50 100


Best 2 out of Three

CTs


Viva

Total

20 10 10+10 50







* Practical Exam Paper Structure: (Duration 01 hr)

Question paper should consist of four questions out of which the first question will be


Reference Books:

1 ILFS Bi-lingual Course in Basic English, ILFS Skill Development Corporation

2 Sasikumar V and Dhamija P.V., Spoken English, Tata McGraw Hill, New Delhi.

3 Dhanavel S.P., English & Communication Skills for students of Science & Engineering,

Orient BlackSwan, Hyderabad.


4 Sharma Sangeeta & Mishra Binod, Communication Skills for Engineer & Scientist, PHI

Learning Pvt. Ltd; New Delhi.

5 Department of English and Modern European Languages, University of Allahabad,

Anthology of Modern Prose, Oxford University Press.

6 Mitra Barun K., Personality Development and Soft Skills, O.U.P., New Delhi. 2012.

7 Onkar R.M., Personality Development and Career Management: A Pragmatic

Perspective, S. Chand & Co. Ltd., New Delhi. 2011.


Semester-IV

DISSERTATION (BASED ON MARKET SURVEY)


Objective: The objective is to equip the student with the knowledge of actual functioning of the

market and organization and problems faced by them for exploring feasible solutions and

suggestions.

Guidelines: 1. At the end of third semester examination, every student of MBA will undergo for a market

survey for any manufacturing, service or financial organization.

2. During the course of market survey project in charge will assign a problem/project to the

student. The student, after the completion of survey will submit a report to the

College/Institute, which will become a part of fourth semester examination. However, the

report must be submitted by the end of March during fourth semester.

3. The report prepared by the student will be named as market based dissertation. The report

should be based on primary data. It should reflect in depth study of micro problem, assigned

by the department where student undergoes training. Relevant tables and bibliography should

support it. One comprehensive chapter must be included about the organization where the

student has undergone training. This should deal with brief history of the organization, its

structure, performance products/services and problems faced. This chapter will form part I of

the Report. Part II of the report will contain the study of micro research problem. The

average size of report ordinarily will be 100 to 150 typed pages in standard font size (12)

and double spacing. Three neatly typed and soft bound (paperback) copies of the report will

be submitted to the College/Institute. The report will be typed in A-4 size paper.

4. The report will have a certificate issued by project In charge of the College. This should be

attached with the report.

5. The report will be evaluated by internal and external examiner. It will carry total of 100

marks divided into written report of 50 marks by external examiner and presentation of 50

marks in front of a panel of at least three faculty members appointed by Director/ Principal of

the college.

6. The external marks will be awarded by the external examiner to be appointed by the

examination division.

7. The format of the report is given below:

• Objective of the Research Undertaken

• Literature Review

• Research Methodology

• Results and Analysis

• Conclusions

• References

• Appendices – to include questionnaire, if any


Semester-IV

COMPREHENSIVE VIVA VOCE


Objective: The objective of this course is to judge the understanding as well as application of the

knowledge gained by the students by the end of the second year of the course.

Guidelines:

1. The comprehensive viva voce is scheduled to be held at the end of IV Semester in second

year

2. This is also to see the articulation of what is being learnt by them and see their relevance in

the practical field.

3. The Total marks of viva are 100. The internal marks will be awarded by taking the

presentation of the students in the front of a panel of at least three faculty members to be

appointed by Director/Principal of the college.

4. The external marks will be awarded by the external examiner to be appointed by the

examination division.

study & evaluation scheme of master of business...

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