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Study & Evaluation Scheme

Of

Master of Business Administration(In Collaboration with iNurture)

[Applicable w.e.f. Academic Session 2016-17 till revised]

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

Website: www .tmu.ac.i n

MBA (with iNurture) Syllabus Applicable w.e.f. Academic Session 2016-17

http://www.tmu.ac.in/

Internal External Total40 60 100

ClassTest

I

Class Test

II

Class Test III Assignment(s)

Attendance Total

Best two out of the three

10 10 10 10 10 40

Internal External Total50 50 100

External Internal3 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)

S U M M AR Y

Programme : M.B.A. Duration : Two year full time (Four Semesters)Medium : EnglishMinimum Required Attendance : 75 %

Maximum Credits : 127

Minimum credits required for the : 123

Assessment :

Internal Evaluation (TheoryPapers) :

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 40% marks in aggregate including the semester end examination and teachers continuous evaluation.(i.e. both internal and external).A candidate who secures less than 40% 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. In case a student secure more than 40% in each course, but less than 45% in a semester , he/she shall re-appear in courses where the marks are less than 45% to achieve the required aggregate percentage of (50%) in the semester.

Q u e s ti o n P a p e r S t r u c t u r e 1. The question paper shall consist of eight 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 (weightage 4 marks each).

2. Out of the remaining seven questions, student shall be required to attempt any four questions. There will be minimum one and maximum two questions from each unit of the syllabus. The weightage of Question No. 2 to 7 shall be 10 marks each.


Study & Evaluation SchemeSemester I

Sl. No.

CourseCode Subject

Hours Credit

Evaluation Scheme

L T P Internal

External Total

1

MBA10

1 Principles of Management 4 - - 4 40 60 100

2 MBA10

2 Computer Fundamentals 4 - - 4 40 60 100

3 MBA10

3 Managerial Economics 4 - - 4 40 60 100

4 MBA10

4 Business Statistics 3 2 - 4 40 60 100

5 EHM10

2 Foundation English - I 2 - 2 3 40 60 100

6 MBA10

6 Financial Accounting 3 2 - 4 40 60 100

7 MBA

107 Business Environment 4 - - 4 40 60 100

8 MBA10

8 Organizational Behaviour 4 - - 4 40 60 100

9

MBA15

1

Computer Fundamentals

(Practical) - - 4 2 50 50 100

Total 28 4 6 33 370 530 900

Semester II

Sl. No.

CourseCode Subject

Hours Credit

Evaluation Scheme

L T P Internal

External

Total

1MBA20

1Marketing Management 4 - - 4

40 60100

2MBA20

2Business Research 4 - - 4

40 60100

3MBA20

3

Production and Operations

Management3 2 - 4

40 60100


4MBA20

4Financial Management 3 2 - 4

40 60100

5MBA20

5Human Resource Management 4 - - 4

40 60100

6MBA20

6

Cost and Management

Accounting3 2 - 4

40 60100

7MBA29

9Language Lab-I 2 - 2 3

40 60100

8MBA25

1Comprehensive Viva Voce - - - 4 50 50 100

Total 23 6 2 31 330 470 800

Semester III

Sl. No.

CourseCode Subject

Hours Credit

Evaluation Scheme

L T P Internal

External

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

4 Specialization Group -1 (Major) Elective -2 4 -

- 4 40 60 100

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

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

7 MBA399 Corporate Communication

2 - 2 3 40 60 1008 MBA35

1 Summer Training Report - 8 - 4 50 50 100

Total25

10 2 31 330 470 800

Specialization Groups:Advertising Digital Marketing

(Major) Elective 1 (Minor) Elective-1MBV301 (Introduction to Brands and Business) MBD301 (Search Engine Optimization)


(Major) Elective 2MBV302 (Brand Planning and Consumer Insights)

(Major) Elective 3MBV303 (AdTech and MarTech)


Semester IV

Sl. No.

CourseCode 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 40 60 100

7 MBA451 Dissertation ( Based on Market Survey) - 2 3 4 50 50 100

8 MBA452Comprehensive Viva-

Voce - - - 4 50 50 100

Total 21 6 5 32 340 460 800

Specialization Groups:Advertising Digital Marketing

Major (Elective 4) Minor (Elective 2)MBV401 (PR & Corporate Communication) MBD401 (Social Media Marketing)


MBA Program Contact Hour/Credit Summary

Semester

Grand Total Program

Credits/Marks

I II III IV

Total Lecture Hours / Week 28 23 25 20

Total Practical Hours / Week 6 2 2 5

Total Hours Per Week 38 31 31 31

Total Hours Per Semester* 380 310 310 310

Total Credits / Week 33 31 31 31 126

Total Marks 900 800 800 800 3300

*10 weeks of classroom contact per semester

** 06 hours/day and 05 days/week = 30 hours/ week and 300 hours/semester

L – Lecture T - Tutorial P - Practical C – Credits1L = 1Hr 1T = 1Hr 1P = 1Hr 1C = 1Hr of Theory Paper = 2 Hrs of Practical/Tutorial


MBA – Semester IPRINCIPLES OF MANAGEMENT

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

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 * Latest editions of all the suggested books are recommended.


Semester ICOMPUTER FUNDAMENTALS

Course Code: MBA102 L- 4, T-0, P-0, C-4

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

Unit-wise Course Contents:

1. Introduction and History of Computers: History of computing, Characteristics of computers, Limitations of computers. Data and evolution of information. Basic computer organization (Input Unit, Memory, Output unit. CPU), Input-Output devices, storage devices. Memory hierarchy (Types- Primary and Secondary).

(8 Hours)2. Computer Software: Introduction, Types of Software with examples. Introduction of

Languages. Compilers, Interpreters, Assemblers, Operating System: Definition, Functions, Types and Classifications, Study of windows- Use of menus, Tools and Commands of window XP.

(8 Hours)3. Computer Networks: Overview, Types of Networks (LAN, MAN, WAN), Network

topologies, Components of Computer Network -Server, Workstation, NIC, Hubs, Switchers, Cables etc.

(8 Hours)4. Internet: Concept, Evolution, Characteristics, Limitations, E-mail, www, FTP, Telnet,

Intranet, Extranet, Searching, Uploading and Downloading from Internet, Hardware and Software requirement of Internet, Search Engines, Browser, Video conferencing.

(8 Hours)5. MS-Office: Basics of MS-Word, MS-Excel, MS-PowerPoint, Application of these

Softwares for Documentation and Report Generation, Preparation of Questionnaires, Presentations, Tables ( Practical). DBMS: Overview, Components of DBMS, RDBMS. Microsoft Access: Overview, Creating Tables, Queries forms, Reports.

(8 Hours)Text Books:1. Cyganski, Information Technology: Inside and outside, Pearson Education.2. Basandra S.K., Computers Today, Galgotia Publishers.

Reference Books:1. Leon A & Leon M, Introduction to Computers, Vikas Publication.2. Leon, Fundamentals of Information Technology, Vikas Publication.3. Kakkar D.N., Goyal R, Computer Applications in Management, New Age.

* Latest editions of all the suggested books are recommended.


Semester IMANAGERIAL ECONOMICS


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.


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; Inflationdemand 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.2. Vaish M.C., Macro Economic Theory, Vikas Publishing House Pvt. Ltd3. Dhingra I.C., Managerial Economics, S. Chand Publishers, New Delhi. Ed

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

New Delhi2. Petersen Craig H. et al., Managerial Economics, Pearson Education



Semester IBUSINESS 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.


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 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.2. Chandran J.S., Statistics for Business and Economics, Vikas Publication.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.3. Levin Rubin, Statistics for Management, Pearson, New Delhi.



Semester-IFoundation English-I

Course code: EHM102 L- 2, T-0, P-2, C-3

Objective: The objective of this paper is to help students to acquire practical knowledge of Business Communication so that they will be able to listen, read, write and speak effectively in their workplace.


1. Business Communication & Introduction to English language: a) Meaning and definition.b) Importance & process of communication.c) Level of Communication.d) Importance & Need of English Language in present scenario.

2. Introduction to Personnel & Vocabulary Building:a) Self Introduction.b) Building positive attitude & body language.c) Colloquial terms.d) Abbreviations and business terms.

3. Writing & Job Oriented Skills:a) Letter writing & Applications.b) Short passages on given topics.c) Bio-data, Resume & CV .

4. Comprehension Skill:a) Composition on narrative, descriptive & factual topics.b) Short story writing with the help of incomplete sentences.

5. Lab Exercise:1. Practice of using vocabulary in the sentences.2. Involving students in scrabble.3. Listening CDs and Watching Videos.4. Activities Based on Tongue twisters.

Text Books:Essentials of Business Communication by Rajendra Pal, J.S. Korlahalli, Sultan Chand & Sons, New Delhi.


Lesikar Raymond V., Basic Business Communication- Tata McGraw Hill.Reference Books:English Grammar Composition & Usage by J.C. Nesfield, Macmillan Publishers.Professional Communication by Malti Agarwal, Krishna Prakashan Media (P) Ltd., Meerut.The Functional Aspects of Communication Skills- P. Prasad* Latest editions of all the suggested books are recommended.

Semester IFINANCIAL 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. (8Hours)

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 BankText Books:1. Bhattacharya S.K. & John Dearden, Accounting for management, Vikas Publication2. 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.2. Robert Anthony & Hawkins, Accounting Test and Cases, Irwin London.



Semester IBUSINESS 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


Reference Books:1. Agarwal R., Business Environment, Excel Books.2. Bedi S.K., Business Environment, Excel Books.3. George A. & Steiner G.A., Business, Government and Society, Macmillan Publishers.

* Latest editions of all the suggested books are recommended.Semester-I

ORGANISATIONAL BEHAVIOUR

Course Code: MBA108 L-4, T-0,P-0, C-4

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


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 ofLeadership-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 ofgrievance and process of grievance handling. (8 Hours)

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


Reference Books:1. Luthans Fred, Organizational Behavior, McGraw Hill, New Delhi.2. Chandran J.S., Organization Behavior, Vikas Publishing House.


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.

Evaluation

Practical Performance and VIVA During the Semester (30 Marks)

Attendance(5 Marks)

Quiz(10

Marks)

VIVA(10

Marks)

Total Internal(50 Marks)

Experiment(10 Marks)

File Marks(10 Marks)

VIVA(10 Marks)

External Evaluation (50 Marks)The External Evaluation Would Be Done By The External Faculty Based On The ExperimentConducted During The Examination.

Experiment File Work VIVA Total External


(20 Marks) (10 Marks) (20 Marks) (50 Marks)


Semester-IIMARKETING 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.


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.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.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.



Semester-IIBUSINESS 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 andits applications.


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 andPrecautions 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 Collectionof data. (8 Hours)

4. Analysis of Data: Coding, Editing and Tabulation of Data, Various Kinds of Charts andDiagrams Used in Data Analysis: Bar and Pie Diagrams and their Significance, Application and Analysis of Variance (ANOVA). Measurement and Central Tendency, Measure of Dispersion and 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 in Data Analysis. (6 Hours)

Text Books:1. Cooper & Schindler, Business Research Methods, Tata Mc Graw Hill.2. Saunders Research Methods for Business students, Pearson Education.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 - IIPRODUCTION AND OPERATIONS MANAGEMENT


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


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. (8 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. (8 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. (8 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. (8 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. (8 Hours)

Text Books:1. Adam Jr Everetl E.R.J., Production and Operations Management, Prentice-Hall.2. Charry, Production and Operations Management, Tata McGraw-Hill3. Johnston R. et al, Cases in Operations Management, Prentice-Hall.Reference Books:1. McGregor D., Operations Management, McGraw-Hill.2. Morton, Production and Operations Management, Vikas publication.3. Haleem A., Production and Operations Management, Galgotia Books.



Semester - II

FINANCIAL MANAGEMENT

Course Code: MBA204 L-3, T-2, P-0, C-4

Objectives: To familiarize 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. (8 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. (8 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). (8 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). (8 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. (8 Hours)

Text Books

1. Khan & Jain. Financial Management, 7th edition. TMH. 2. I M Pandey. Financial Management, 10th edition. Vikas Publications. 3. Van Horne and Wachowitz. Fundamentals of Financial Management 13th ed. Phi Learning.Reference Books1. James C. Van Horne, Sanjay Dhamija. Financial Management and Policy, 12th Edition.

Pearson Education.2. Prasanna Chandra. Financial Management, 5th edition. Tata McGraw Hill.3. Brigham and Erhardt. Corporate Finance (with Thomson One - Business School Edition), 5th

edition, South Western Educational Publishing.4. Ross, Wetfield & Jaffer. Corporate Finance, 8th edition, McGraw-Hill/Irwin.



Semester-IIHUMAN RESOURCE MANAGEMENT


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

Reference Books:1. Aswathappa, Human Resource Management, Tata McGraw-Hill.2. Dessler, Human Resource Management, Prentice-Hall.



Semester-II

COST AND MANAGEMENT ACCOUNTING


Objective: 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-Volume Profit 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

2. Khan & Jain, Management Accounting, Tata McGraw-Hill.

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

Reference Books:

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

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



Semester-IILanguage Lab-I

Course code: MBA299 L- 2, T-0, P-2, C-3

Lab Module 40 Periods

1. Written exercises based on Grammar portion covered in EHM102. 2. Common conversation practice (making small talk etc.)3. JAM Session (just a minute session) on various topics. 4. Presentations on relevant topics5. Describing a scene, picture, situation, etc.

Learning Outcomes:

1. Students will be able to overcome stage fright, nervousness and indecisiveness.2. To speak in English on contemporary issues confidently and effectively.3. To master the art of making Power-Point presentations before their peers/colleagues.4. They will be able to communicate with a range of people in informal and guided activity, demonstrate and adjust interaction skills to suit the changing situations.


Semester-IICOMPREHENSIVE 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 semester 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-IIIMANAGEMENT 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.


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.2. James, A. O’Brien Introduction to Information Systems, Tata McGraw Hill.References Books:1. Turban, E., McLean, E. & Wetherbe, J., Information Technology for Management: Making

Connections for Strategic Advantage. John Wiley and Sons.2. Jawadekar, W. S., Management Information Systems. Tata McGraw Hill.



Semester- IIIENTREPRENEURSHIP DEVELOPMENT


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

Unit-wise Course Contents: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 ProjectIdentification, 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.2. Jacob Nina, Creativity in Organisations, Wheeler.3. Velasquez, Business Ethics- Concepts and Cases, Prentice-Hall, 5th edition.4. Kittson Alan, Ethical Organisation, Palgrave.

Reference Books:1. Jonne & Ceserani, Innovation and Creativity, Crest.2. Bridge S.et al, Understanding Enterprise: Entrepreneurship and Small Business, Palgrave.3. Holt, Entrepreneurship: New Venture Creation, Prentice-Hall.4. Dollinger M.J., Entrepreneurship, Prentice-Hall.



Semester IIIElective 1

Specialization: AdvertisingINTRODUCTION 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: Introduction to Brands and Market, Introduction to Brand concepts, Types of Marketing, Brand Foundation, The Foundations of Brand—Consumer Relationship.

(8 Hours)2. Brand Identity and Positioning: 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. (8 Hours)

3. Brand Development: 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. (8 Hours)

4. Brand Management Strategies: 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. (8 Hours)

5. New Trends in Branding: 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. (8 Hours)

Text Books:1. Tilde Heding, Charlotte F. Knudtzen and Mogens Bjerre. Brand

Management – Research. Routledge.2. Y. L. R. Moorthi. 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. Strategic Brand Management for B2B Markets. SAGE publications Pvt Ltd.



http://www.doshdosh.com/push-marketing-vs-pull-marketing/


Specialization: AdvertisingBRAND 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.

1. Account Planning: 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. (8 Hours)

2. Creative Brief: 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. (8 Hours)

3. Consumers in India: 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. (8 Hours)

4. Media Mapping: 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. (8 Hours)

5. Brand Planning and Ideation: 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. (8 Hours)

Text Books:1. A. Young, Brand Media Strategy: Integrated Communications Planning in the Digital Era, Springer.2. Adam Kahane , Kees Van Der Heijden, Transformative Scenario Planning: Working Together to Change

the Future, Berrett-Koehler Publishers.

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.

2. Wayne C. Booth, Gregory G. Colomb, Joseph M. Williams, William Fitzgerald, Joseph Bizup, The Craft of Research, University of Chicago Press, Fourth Edition.



https://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Kees+Van+Der+Heijden%22

https://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Adam+Kahane%22


Specialization: AdvertisingADTECH AND MARTECH


Objectives: 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.

Unit wise course content:

1. Introduction to Online Advertising Technology: 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. (8 Hours)

2. Authoring of Content on the Web: 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. (8 Hours)

3. Multimedia Content – Creation, Technology& Promotion: 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. (8 Hours)

4. Introduction to Marketing Technology: 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. (8 Hours)

5. Tools of Marketing Technology: 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 and Disadvantages of implementing ASP.

(8 Hours)


Text Books:

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

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

Reference Books:

1.Christian Schlee, Targeted Advertising Technologies in the ICT Space: A Use Case Driven Analysis,Springer Science & Business Media

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




Specialization: Digital MarketingSEARCH ENGINE OPTIMIZATION

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

1. 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.

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

(8 Hours)

3. Search Engine Traffic: What is traffic? Different types of traffic, what are keywords? Different types of keywords, Google keyword planner tool, Keyword research process.

(8 Hours)

4. On-Page Optimization: Keyword optimization, Content optimization, adding social media plug-ins on Web pages, Internal linking, Meta tag creation, Creating Web page in HTML. (8 Hours)

5. Off-Page Optimization: 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. (8 Hours)

6. Optimized Content Strategy: How to write optimized content, Monitoring SEO process, Preparing SEO reports. (8 Hours)

Text Books:1. Eric Enge, The Art of SEO, Shroff/O'Reilly; Second edition.2. Dr. Andy Williams, SEO 2015 & Beyond, CreateSpace Independent Publishing Platform;

Fourth edition.

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



Semester-IIICORPORATE COMMUNICATION

Course code: MBA399 L-2, T-0, P-2, C-3

Objective: To improve personality development and corporate communication skills.

Course Content

Module -1 Corporate Skills

a) Corporate Behaviourb) Elements of Corporate Behaviourc) Corporate Expectationd) Dealing with Boss and Subordinates (8 Hours)

Module -2 Behavioral Skills

a) Team Building & Leadershipb) Conflict, Time& Stress Management (8 Hours)

Module -3 Corporate Writing

a) Writing Email, Notice& Circular b) Preparing Agenda & Minutes of the Meeting (8 Hours)

Module -4Ethics &Etiquettes

a) Professional Ethics & Ethical Dilemma b) Office Etiquettesc) Telephonic Conversation (6 Hours)

Lab Exercise

1) Appropriate Body Language & Dressing Sense at the time of Interview2) Grooming & Personal Hygiene3) Attitude Building4) Negotiation Skills5) Extempore Presentation (10 Hours)


Reference Books*: 1) Raman Meenakshi& Sharma Sangeeta, Technical Communication-Principles & Practices

O.U.P. New Delhi.2) Newstron John W., Organizational Behaviour: Human Behaviour at work- Tata McGraw

Hill.3) LuthansFred, Organizational Behaviour-Tata Mcgraw Hill4) Communication Skills by Sanjay Kumar &PushpLata, Oxford University Press5) Fleddermann Charles, Engineering Ethics, Upper Saddle River- N. J. Prentice Hall6) Govindarajan, Engineering Ethics, Prentice Hall (India), New Delhi



Semester IIISUMMER 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.


PERFORMANCE APPRAISAL Summer Training- MBA351

Student’s Name:

Course: Specialization:

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

A- OutstandingB- GoodC- SatisfactoryD- Unsatisfactory

1. Technical knowledge gathered about the industry and the job he/she was involved.2. Communication Skills: Oral / Written / Listening skills3. Ability to work in a team4. Ability to take initiative5. Ability to develop a healthy long term relationship with client6. Ability to relate theoretical learning to the practical training7. Creativity and ability to innovate with respect to work methods and procedures8. Ability to grasp new ideas and knowledge9. Presentations skills10. Documentation skills11. Sense of Responsibility12. Acceptability (patience, pleasing manners, the ability to instill trust, etc.)13. His/her ability and willingness to put in hard work14. 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 ratingAssessor’s Name: Designation:Organization name and address:

Email id: Contact No:

Assessor’s Signature _______________


Semester IVSTRATEGIC MANAGEMENT


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


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’sGeneric 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 Alliance. (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.2. Kazmi Azhar, Business Policy and Strategic Management, Tata McGraw Hill, New Delhi.Reference Books:1. Henry Mintzberg, Strategy Safari, Free Press, New York.2. Gary Hamel & Prahalad C. K., Competing for the Future, HBS Press.



Semester IVBRANDED 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.

1. Branded Content – The New Form of Entertainment: The Brand Integration Continuum, Publicity beyond Placement, Future of Branded Entertainment, Eight Tips to Enhance Content Marketing, Remembering the Essentials Learning from the Masters. (8 Hours)

2. Brand Story: 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. (8 Hours)

3. Consumer Generated Content: Definition and Insights on Consumer Generated Content, Do-It-Yourself (DIY) Advertising, Product Development, Opportunities for Co-creation, Four Building Blocks of Co-creation. (8 Hours)

4. Gamification: Gamification and the Fun Theory, Gamification and Major Brands, Five Elements of Gamification in a Branding Strategy, Advergaming, Gamevertising, Principles of Gamification. (8 Hours)

5. The Future of Media: 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. (8 Hours)

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.

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

Pulizzi, McGraw-Hill.



Semester IVINTRODUCTION 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.

1. The Art of Writing: 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. (8 Hours)

2. Understanding the Reader & Applying Psychology To Writing: 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) (8 Hours)

3. Writing For The Digital Medium: How to write for digital - what makes writing for digital different - copywriting for the digital medium - Technical Writing - Creative Writing.

(8 Hours)

4. Different Types Of Writing: 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. (8 Hours)

5. After You Write: Proof Reading – Editing – Rewriting - Content based Marketing - Customer Targeting and Demographics - Content based Analytics and Quality Check.

(8 Hours)Text Books:

1. Lynda Felder, “Writing for the Web: Creating Compelling Web Content Using Words, Pictures, and Sound” New Riders.

2. Nicole Fenton, Kate Kiefer Lee, “Nicely Said: Writing for the Web with Style and Purpose Voices That Matter” New Riders.

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

That Works” Elsevier.2. Ken Bradford, Dr. Deborah C. Bauers, LPC, “Freelance Blog Writing: Writing Better Web

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



Semester IVElective 4

Specialization: AdvertisingPR & 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.

Fundamentals of Public Relations: 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. (13 Hours)

Implementation of Public Relations: PR tools & methods, Public relations writing, PR campaigns. (10 Hours)

Public Relations Principles: 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. (13 Hours)

Introduction to Corporate Communications: Corporate communication Concept and Scope: Corporate identity for image building, PR and corporate advertising, PR in crisis management. Case studies: corporate communication. Event management. (12 Hours)

MODULE V: Advancements of Public Relations: Special Applications of PR: Welfare agencies, Business and professional association, Armed forces, International public relations.

(12 Hours)

Text Books:1. Moore Frazier and Carfield : Public Relations Principles, Cases and problem, Richard Irwin,2. Paul Burton :Corporate Public Relations, Reinhold, NY

Reference Books: 1. Sahai Baldeo : Public Relations : A scientific Approach, Scope, New Delhi.2. Sengupta Sailesh : Management of Public Relations and Communication, Vikas, New Delhi.3. Wilcox, Auld and Agee : Public Relations strategies and Tactics Horper and Raw.4. Black Sam, Practical Public Relations Isac Pitam.



Semester IVElective 4

Specialization: Digital MarketingSOCIAL 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 organization’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. (8 Hours)

2. Twitter and Micro blogging, Introduction, History, Protocol. (8 Hours)

3. Social Networking, Introduction, History, Facebook, LinkedIn Media Sharing, YouTube, Flickr, SlideShare. (8 Hours)

4. Social News and Bookmarking, Introduction, Digg, Reddit, Stumble Upon Ratings and Reviews, Introduction, Yelp, Other Sites Forums, Research, Engaging. (8 Hours)

5. Strategy, Tactics, and Practice, Monitoring, Research. Campaigns Versus Ongoing Strategy, Integration, Calls to Action Measurement, Metrics, Goal Setting, Software. (8 Hours)

Text Books

1. Dan Zarrella, The Social Media Marketing Book, O'Reilly Media; 1 edition.2. Tim Kitchen, Tashmeem Mirza, Profitable Social Media Marketing: Growing your business

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

Reference Books

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

2. Barker, Social Media Marketing: A Strategic Approach, Cengage.



Semester IVPersonality Development & Communication

Course code: MBA499 L- 3, T-0, P-2, C-4

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

1. Soft Skills

a) Soft Skills –Definition and Importanceb) Decision Makingc) Stress Managementd) Team Buildinge) Self Grooming (10 Hours)

2. Personality Development

a) Personality Traitsb) Five pillars of Personality Development

i. Introspectionii. Self Assessment

iii. Self Appraisaliv. Self Interrogationv. Self Development (10 Hours)

3. Reading Comprehension

a) Reading with a purpose.b) Reading styles

i. Intensive readingii. Extensive reading

iii. Scanningiv. Skimming

c) Barriers in readingd) Understanding the text- Finding vocabulary, sentence patterns,tense, and writing short passages

based on text. (10 Hours)


4. Learning Through Practice

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 sessions4. Power Point Presentations.5. Group Discussion on relevant topics6. JAM sessions (Introduction –Body –Close technique). (10 Hours)

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

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.

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

Reference Books:

1 ILFS Bi-lingual Course in Basic English, ILFS Skill Development Corporation2 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.7 Onkar R.M., Personality Development and Career Management: A Pragmatic Perspective,

S. Chand & Co. Ltd., New Delhi* Latest editions of all the suggested books are recommended.


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


EVALUATION SCHEMEDissertation / Summer Training/Market Survey

The dissertation will be carried out under the guidelines approved by the university and the guidance of the guide.

Dissertation work1. The student shall meet the guide frequently for the necessary guidance for the Thesis work.2. During the semester as well as the semester break, student should read the literature germane to the thesis topic. The progress of the Research / thesis work should continuously be informed to the guide.3. In the end after necessary collection of data, literature survey and research work, the student must prepare a thesis report (Final Report). The report shall be arranged and bind in the sequence consisting of the following:-

(a)Top Sheet of transparent plastic.(b) Top cover.(c)Preliminary pages.

(i) Title page(ii) Certification page.

(iii) Sanctity Certificate by the Guide(iv) Acknowledgment.

(v) Abstract.(vi) Table of Content.

(vii) List of Figures/Photographs and Tables.(viii) Nomenclature.(d) Chapters (Main Material).(e)Appendices, if any.(f) Bibliography/ References.(g) Evaluation Form.(h) Back Cover (Blank sheet).(i) Back Sheet of Plastic (May be opaque or transparent).

(Note: Sample of above will be finalized by the department and sample given to the students for uniformity.)

The assessment will be 50% internal and 50% external


(To be filled by the External Examiner only)

Name of Candidate:


EVAL UA TION SHEET (To be filled by the GUIDE & Internal Examiners only)

Name of Candidate: Roll No:

Class and

Sl. No.DetailsMarks (20)Marks (15)Marks (15)Marks (50)

GuideInt. Exam. 1Int. Exam. 2AverageMaximum marks in each column(4 marks x5)(3 marks x5)(3 marks x5)1OBJECTIVE IDENTIFIED & UNDERSTOOD2LITERATURE REVIEW/BACKGROUND WORK

(Coverage, Organization, Critical review)3DISCUSSION/CONCLUSIONS (Clarity, Exhaustive)4SLIDES/PRESENTA TION SUBMITTED (Readable, Adequate)5FREQUENCY OF INTERACTION ( Timely submission, Interest shown,

Depth, Attitude)TotalSignatureAverage out of 50Signature of Director

Please evaluate out of marks as indicated.

Roll No :

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.

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


S.No.DetailsMarks (50)Maximum marks in each column(10 marks x5)1OBJECTIVE IDENTIFIED & UNDERSTOOD2LITERATURE

REVIEW/BACKGROUND WORK3DISCUSSION/CONCLUSIONS4POWER POINT PRESENTATION5RESPONSE TO QUESTIONS DURING DISCUSSIONSTotal (Out of

50)

Please evaluate out of fifty marks.

Signature:

EVALUATION SCHEME

COMPREHENSIVE VIVA

(To be filled by Internal Examiners only)

Name of Candidate: Roll No:

Class and Section:

(To be filled by the External Examiner only)

Name of Candidate:Roll No :


Date:

Sl. No.DetailsMarks

Int. Exam. 1Int. Exam. 2Int. Exam.3Average1KNOWLEDGE GAINED DURING THE SEMESTER [20 marks/2CONFIDENCE LEVEL OF STUDENT [15 marks]3SPEAKING ABILITY [15 marks]TotalSignatureAverage out of

50Signature of Director

Please evaluate out of marks as indicated.

S.No.DetailsMaximum marksMarks obtainedin each column1KNOWLEDGE GAINED DURING THE SEMESTER202CONFIDENCE LEVEL OF STUDENT153SPEAKING ABILITY15Total (Out of 50)50

Please evaluate out of fifty marks.

Signature:

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