COURSE STRUCTURE

NEW HORIZON LEADERSHIP INSTITUTE

2009-11

Paper Code TRIMESTER IV Faculty

Core Paper
PGDM 401 Corporate governance Ms. Geetanjali Sharma

PGDM M01
Specialization – Marketing
PGDM M02 Consumer Behaviour Ms Kerena Anand
PGDM M03 Marketing of Services Mr. Narayanan
Rural Marketing Ms. Ramya Subramaniam

PGDM F01 Specialization- Finance

PGDM F02 Security Analysis and Portfolio Management Mr PillaiSwamy
PGDM F03 Management of Financial Systems Dr. Biraj Kumar Mohanty
Organizational Finance Dr. Biraj Kumar Mohanty

PGDM H01
Specialization HRM
Human Resource Development Ms Vijayalaxmi
PGDM H02 Ms Vijayalaxmi
Performance Management
PGDM H03 Mr Dhruva Sen
Strategic Human Resource Management

Specialization SYSTEMS
PGDM S01 Mr. K. Purushotaman
Database Management System
PGDM S02
Enterprise Resource Management Mr. Muralikishore
PGDM S03
System Analysis and Design Mr. K. Purushotaman

TRIMESTER V
Core Paper
PGDM 501 Strategic Management

Specialization – Marketing
PGDM M04 Advertising and Brand Management
PGDM M05 Marketing Strategies in Services

Specialization- Finance
PGDM F04 Financial Risk Management
PGDM F05 International Financial Management

Specialization HRM
PGDM H04 International Human Resources Management
PGDM H05 Organizational Development

Specialization SYSTEMS
PGDM S04 E- Commerce Management
PGDM S05 IT Project Management
 IV TRIMESTER
PGDM- 401- Corporate Governance
Course Objective: To explain the students importance of adopting to ethics for long term
existence of the organization

Topics:
Introduction - Meaning and Overview of corporate governance, Corporate Board:
Attributes, Duties, Responsibilities, Liabilities. - Shaping Directorial Competence and Board
Effectiveness, Corporate Disclosure and Investor Protection. – Recent theoretical development
on corporate governance. - Globalization and Corporate Governance

Models of Corporate Governance - Mechanisms of Corporate Governance. - Choice of
governance models - Governance issues and national cultures

Shareholders and Stakeholders - Shareholder Rights - Responsibilities of Shareholders -

Minority Shareholders’ Protection - Stakeholder Protection - Influence of informal agrarian
institutions on stakeholder protection

Corporate restructuring and Responsibilities - Corporate Restructuring and Revival of Sick

Units. - Corporate Reputation, Corporate Legitimacy and Corporate Crime - Structure and
Independence of the Board - Responsibilities and Duties of the Board, Selection,
Remuneration and Evaluation of the Board, Board Committees - The Board and the
Management - Legal issues

Corporate Governance Risks - Board and risks - Risk monitoring - Shareholders risks -
Risk Cycles

Corporate Social Responsibility - Meaning, Definition and Scope - Operationalizing CSR

for sustainable Development Responsibility of various stakeholders, perspectives and
initiatives - Environment and Ecology - Health and well being - Diversity and Human
Rights - Community

Compliance checklist for Corporate Social Responsibility - Management - Market &

Work
Place - Regulatory framework, - Welfare, Safety& Social Initiatives - Community
Initiatives - Workplace Initiatives - Environmental Initiatives - Market Initiatives 7
Emerging Areas and Trends in Corporate Social Responsibility - Business - Social -
Environmental - Regulatory -

References :
 “Christine .A. Mallin”, Corporate Governance , 2nd edition, Oxford, 2008.
 “C.V.Baxi”, Corporate Governance, Excel books, 2007.
  “ “Dr.S.Singh”, Corporate Governance, Excel books, 2005.
 “ “ Kesho Prasad”, Corporate Governance, PHI, 2006.
 “Subhash Chandra Das”, Corporate Governance in India, PHI, 2008.
 “ “U.C.Mathur”, Corporate Governance & Business Ethics, Macmillan, 2005.

PGDM – M01 Consumer Behaviour

Course Objectives: Understand the underlying behaviour of consumer in buying decisions.

Topics:

Introduction: Consumer behavior – concepts – dimensions of consumer behaviors – Research

Process, application of consumer behavior knowledge in marketing decisions – approaches to the
study of consumer behavior, conducting a Research Study

Consumer needs and motives : Personality and Consumer Behavior, Consumer Perception,
Learning, consumer attitudes, Attitude formation and change, communication and Persuasion,
self image, ,Life style analysis, Key Determinants of Buyer Behavior and a Framework of Buyer
Behavior, Consumer Motivation

Group dynamics and consumer reference groups: Family Life Cycle, Selected Consumer
Groups, Influence of Culture on Consumer Behaviour, Social class cultural and sub cultural
aspects , cross cultural consumer behavior, Celebrity and Other reference groups..

Personal influence and opinion leadership: diffusion of innovations, consumer decision –

making process, models of consumer decision process, Nicosia- Howard Sheth and Engel Kollat
model, post purchase behavior, Consumer expectation and satisfaction, managing dissonance,
consumer loyalty, types of loyalty programs, Opinion Leaderships, Diffusion and adoption
Process..

Consumerism : consumer protection, difficulties and challenges in predicting consumer

Behavior, online consumer behavior, organizational and industrial buyer behavior, consumer
behavior in Indian context, emerging issues.

References:

 Assael, Consumer Behaviour, Cengage Learning, 2007

 Blackwell, Consumer Behaviour, Cengage Learning, 2007
 C.N.Sontakki, “ Consumer Behaviour”, HPH, 2006
 David L.Loudon, Albert J Della Bitta, “Consumer Behaviour”, McGraw Hill, New Delhi 2005.
 K.K.Srivastava, “Consumer Behaviour in Indian Context”, Goal Gotia Publishing Co, New Delhi 2004.
 Leon G. Schiffman, Leslie Lazar Kanuk, “Consumer Behaviour”, Pearson Education, New Delhi, 2006.
  Ms.Raju, Dominique Xavedel, “Consumer behaviour, Concepts Applications and Cases”, Vikas publishing
house (P) Ltd., New Delhi – 2004.
 Consumer Behavior, Majumdar, PHI
 Leon G Schiffman, Leslie Lazer Kanuk, Consumer Behaviour ,PHI, 9th edition.
 S.A.Chunawalla, “ Commentry On Consumer Behaviour’, HPH, 2005

PGDM – M02 Marketing of Services

Course Objectives: To identify the dynamics of service marketing, apply marketing theories to
services and distinguish it from product marketing.

Topics
Introduction to Services Marketing: Definition – Characteristics, product marketing and
services marketing – Marketing environment of services in India, Fastest growing services,
Classifying services, Strategic Aspect of Service Marketing.

Marketing Mix in Services: 7 Ps of Service marketing- Product, Price, Place, Promoter, People,
Process and Physical Evidence, Difference in handling the ‘P’ s against the Products.

Launching a new service: Market Research, Demand Analysis, Segmenting, Targeting,

Positioning, Differentiating, Pricing in Services

Quality in Services: Identifying Quality Parameters, Delivery of Quality, Gap Analysis-

Perceived and expected services, service encounter, Managing Demand and Supply,
Measurement of Quality in services, Customer Response, Customer Perception of Quality in
services,

Service Delivery: Role of the Employee as advisor and facilitator, Empowering service
employees, Role of Intermediaries, Role of Advertising, Personal Selling, Importance of
communication in Service Marketing.

Integrated Service Strategy: Growth Strategy, Quality Strategy, Performance Strategy for
Market Leaders, Challengers and Followers, Strategies for Niche Market, Service Performance
Parameters, Innovators
CRM: Concept of CR, CRM Issues, Customer Value, CRM objectives, Implementing CRM,
Global Perspective of CRM,
References :
 Services Marketing Valerie Zeithaml & Mary Jo Bitner – Tata McGraw-Hill

 Services Marketing, 3e Christopher Lovelock – Prentice-Hall, International Edition

 Services Marketing Text & Cases Rajendra Nargandkar, Tata McGraw Hill

 Services Marketing, Dr.Shajahan, Himalaya publishing house

 PGDM - M03- Rural Marketing
Course Objectives: To develop understanding of the rural market in India, its typicality against the
Urban Market and application of marketing concepts to rural marketing.

Topics:
Introduction: Definition, scope of rural marketing, concepts, components of rural markets,
classification of rural markets, rural vs. urban markets ,Rural marketing environment: How it is
different, occupation ,, income , location , expenditure pattern, literacy level, , infrastructure
facilities, rural credit institutions, rural areas requirement, problems in rural marketing, rural
demand

Rural Consumer behaviour: Consumer buying behaviour models, Factors affecting Consumer
Behaviour, Social factors, Technological Factors, Economic Factors, Political Factors,
Characteristics of Rural consumer- Age and Stages of the Life cycle, Occupation and Income,
Economic circumstances, Lifestyle, Personality and Brand Belief, Rise of Consumerism,
Consumer Buying Process, Opinion Leadership Process

Rural Marketing Strategies: Segmenting, Targeting and Positioning,

Product Strategy :Introduction, Marketing Mix Challenges, Product concepts classification-Five
Levels Products, Classification of Products, Rural Product Categories, New Product
Development :Consumer Adoption Process, Product life cycle, Product Mix, , Branding ,Brand
Loyalty Vs Stickiness Fake Brands- The Fakes Market, Strategy to counter fakes

Distribution Strategy: Accessing Rural Markets, Coverage Status in Rural Markets, Channels
of Distribution, Wholesaling, Rural Retail System, Vans, Rural Mobile Traders: The last Mile
Distribution, Haats/ Shandies, Public Distribution System, Co-operative Societies Behaviour of
the Channel, Prevalent Rural Distribution Models-
Emerging Distribution Models-Corporate –SHG Linkage, Satellite Distribution, Syndicated
Distribution, ITC’s Distribution Model, Petrol pumps and Extension counters, Barefoot agents,
Agricultural agents, Agricultural input dealers, Other channels, Ideal
distribution model for Rural

Communication strategy: Challenges in Rural Communication, A view of Communication

Process, Developing Effective- Profiling the Target Audience, Determining communication
objectives, designing the message, selecting the
communication channels, deciding the promotion mix, Creating
advertisement for rural audiences rural media- Mass media, Non-
Conventional Media, Personalized media, Rural Media: The importance of
the two-step flow of communication Media
Future of Rural Marketing: Introduction, Focused Marketing Strategies, Research, Glamorize
Rural Marketing, Public-Private Partnership, E-Rural Marketing

References:

 Rural Marketing, Pradeep Kashyap & Siddhartha Raut, Biztantra

 Rural Marketing, T.P. Gopal Swamy, Vikas Publishing House,2/e
 Rural Marketing, Balaram Dogra & Karminder Ghuman, TMH,1/e
 Rural Marketing, Sanal Kumar Velayudhan,2/e, Response, SAG Publication
 Rural Marketing – U.C.Mathur, excel books
 Rural Marketing C.G.Krishnamacharyulu, Lalitha Ramakrishnan Pearson Education
 Rural Marketing – Habeeb Ur Rahman – HPH, 1/e, 2004
 Rural Marketing – Sukhpal Singh – Vikas Publishers
 Advertising & Marketing in Rural India- Tej K. Bhatia, Macmillan
 PGDM – F01 - Securities Analysis and Portfolio
Management
Course Objectives: To provide the students a comprehensive orientation about equity research ,
capital market dynamics and portfolio management

Topics:
Introduction : Concept of investment, nature and scope, objectives of financial investment,
investment options, Investment Process. Security Investment in India – Primary market &
Secondary Market, Legal Framework for secondary Market.

Valuation of Securities: Debt and Equity valuation – concept and methods, Economic Analysis,
Industry Analysis and company Analysis, Market Indicators, Forecasting Individual Stock
Performance, Arbitrage Pricing Theory, Managed Portfolio and Performance Measurement.

Economic and Industry Analysis : Economic Forecasting, Stock Investment Decisions,

Forecasting Techniques, Alternative Industry Classifications Schemes, Key Characteristics in
Industry Analysis, External Source of Analysis for Industry Analysis.

Company Analysis: Measuring Earnings, Forecasting Earnings, Regression and Correlation in

Forecasting, Revenues and Expenses, Determining P/E Ratio, Projecting Dividends.

Portfolio Management: Concept of Portfolio Management, diversifying portfolio, Sharpe’s

single market model, Markowitz theory/ model, CAPM, SML, CML, phases of Portfolio
Management

References:

 Alexander, Sharpe, Bailley; Fundamentals of Investment, Pearson, PHI

 “Dhanesh Kumar Khatri”, Investment Management and Security Analysis , Macmillan, 2007.
 Fisher and Jordan, Security Analysis & Portfolio Management, Pearson, PHI, 2007
 Prasanna Chandra, Investment Analysis and Portfolio management, Tata McGrawHill, 2007
 “Punithavathy Pandian”, Security Analysis and Portfolio Management, Vikas Publication Pvt. Ltd., 2007
 Reilly, Investment Analysis & Portfolio Management, Thomson/Cengage Learning, 8/e
 S.Bhat, Security Analysis & Portfolio Management, Excel Books.
  S. Kevin, Portfolio Management, Prentice Hall India, 2008
 Investment Management, Maheswari, PHI
 VA Avadhani, Securities Analysis & Portfolio Management, Himalaya Publications, 2008
 VK Bhalla, Investment Management, S.Chand & Co

PGDM – F02 – Management of Financial Systems

Course Objectives:
To make the students aware about the various financial institutions and familiarize the students
with the operational policies and practices of commercial banks and other financial institutions

Topics:
Overview Of Financial Institutions : Structure of Financial Systems, Equilibrium in Financial
Systems, Financial development, Pre and Post Liberalization Scenario, Role of financial assets
and institutions in economic development

Indian Financial Systems : Banking, Insurance, Stock Market, Bond Market, Public Deposits,
Government Securities, Treasury Bills, Venture Capital Fund., microfinance, Mutual Funds, IPO
and procedure of issue.

Commercial Banks – Organization and Functions - Nationalized and Private Banks, Liquidity
management – Theories, Central Bank –Regulatory Framework of RBI, Management of loans
and deposits, interest rates, NPAs, Bank capital - adequacy norms, Profitability of CB,
Investment and Asset Liabilities Management.

Evaluation of Performance – Performance budgeting and Zero-base budgeting ROLE OF

DEVELOPMENT BANKS IN INDIA – Overview, Operational policies and practices – IDBI,
IFCI, ICICI, SFCs, SIDCs, SIDBI, NABARD etc
.
Management Of Other Financial Institutions – Investment institutions, Venture Capital,
Merchant Banking

References :
 Dr Gurusamy S, Financial Markets and institutions, Thomas learning
 H.R Machiraju, Indian Financial Systems, Vikas Publishing House Pvt. Ltd.
 Meir Kohn, Financial Institutions and Markets, Tata McGraw-Hill
 L.M. Bhole, Financial Institutions and Markets, TMH , 4th Edition.
 P.K. Srivastava, Banking Theory and Practice
 Pathak, Indian Financial Systems, Pearson Education
 R.M.Srivastava, Management of Indian Financial Institutions
 PGDM – F03 Organizational Finance
Course Objectives: To understand the dynamics of financial management of an organization in
the changing scenario of Business.

Topics :

Management Information and Reporting System – Importance of the Management information and Reporting
System – Considerations in Developing a Management Reporting Structure – Levels of Management and their
Information Requirements- Developing a Management Information and Reporting System.

Divisional Performance Appraisal – Reasons for Divisionalization – Responsibility Centers, Revenue and
Expenses Centers, Administrative and Support Centers, Research and Development Centers, Profit Centers, Transfer
Pricing-Objectives, Methods and Administration.

Measuring and Controlling the Assets & Performance--Measuring Assets Employed, EVA, ROI, Consideration
in Measuring the performance of Managers, Evaluating the economic performance of the company , Preparation of
Budget, Nature of Budget, Budget Preparation Process, Behavioural Aspects, Calculating Variances, Variances in
Practice, Limitations in Variance Analysis, Performance Measurement Systems

Quantitative Techniques for Working Capital Management: Cash Management Models: Baumol Model and
Miller and Orr Model, Simulating a Cash Budget, Inventory Control- Perpetual Inventory System, JIT inventory,
Stock Levels, Input Output Analysis, Dynamics in inventory valuation

Proprietary Audit and Management Audit: Audit of Financial Propriety under Governemnt Audit, Management
Audit, Techniques, Departmental Management Audit, Cost Audit, Internal Audit, .

Corporate Taxation: Income Tax Act 1962, Heads of Income, Income from Business & Profession, Tax Planning,
TDS, Advance Tax, Assessment Procedure

References:

 A Mukherjee & M Hanif ,Modern Accountancy,TMH, 2nd Edition

 Mark Grinblatt and Sheridan Titman, Financial Markets and Corporate Strategy, McGraw Hill, 2nd
ed, 2002
 Aswath Damodaran, Corporate Finance- Theory and Practice, John Wiley and sons,2004
 Ray H Garrison - Managerial Accounting, Concepts for Planning, Control, Decision Making Business
Publications
 Charles T Horngren, Gary L Sundem, & William O Strantton , Introduction to Management Accounting,
10e - Prentice-Hall, India
 P.Saravanavel, Management Control Systems, 2005, HPH
 Robert N Anthony & Vijay Govindarajan, Management Control Systems, 12th Edition, TMH
 Singhania, Corporate Tax Planning & Business Tax procedures, Jain Book Depot, 14th Edition
 PGDM – H01 - Human Resource Development
Course Objective: Understand the dynamics of Human Resources Development in an
organization and means and ways to enrich it.

Topics:

Introduction: HRD - A conceptual analysis - HRM and HRD - HRD Climate & Culture –
Professional characteristic & competencies for HRD professionals - Emerging issues facing
HRD Professionals

Learning and HRD : Learning principles & theories - maximizing learning - Individual
differences in learning process , Learning strategies and styles - Recent developments in
instructional and cognitive psychology, External & Internal factors that influence employer
behavior

Analysis of the role of Development: Performance review and counseling - Potential

appraisal / Employee Empowerment Developing the person in the role/ Career planning,
Career Development & Career Strategy -  - Assessment centre-career and succession
planning/ QWL

Training and Development : Meaning and importance - Training process model, emerging
developments - Identification of training needs - Organizational analysis - Task analysis-
person analysis - Prioritizing HRD needs - Transfer of training - Issues-transfer process -
Theories &strategies - Organization and work environmental factors that influence transfer of
training.

HRD Audit and HR Accounting : HRD Audit: Interview , observation, Questionnaires -

HRD Score Card – HR Accounting, Meaning and Process.

Strategic HRD: Concept of SHRD - SHRD system, process - HRD benefit – forecasting
model - Managing HRD function effectively - HRD Scenario in Indian Organization: its
problems and prospects

References :
 “Biswanath Ghosh”, Human Resource Development & Management , Vikas Publishing House , 2006
 Lalitha Balakrishnan, “Human Resource Development”, HPH.
 R Krishnaveni, Human Resources Development, Excel Publication.
 “Nair & Rao”, Excellence through HRD, TMH, 2007.
  “P.C.Tirupati”, Human Resource Development, Sultan Publication, 2007.
 “Silvera.D.M”, Human Resource Development,
 “Srinivas.R.Kandula”, Strategic Human Resource Development, PHI, 2006.


PGDM – H02 - Performance Management

Course Objective: Understand various means and tools of managing and appraising the
performance of employees in organization

Topics:

Performance Management & Appraisal - Introduction, Role Dimensions, Process,

Relevance of  Performance Management-Recent approaches , Appraisal Systems -
Introduction, purpose of Appraisal - Pros & Cons of Appraising

Performance planning & Analysis - Organisation culture and Performance management.

Performance planning - Performance analysis - KPAs -Components of Performance
planning - Objectives of performance analysis. Process of Performance analysis. Competency
management and frameworks.

Performance Review & Discussion -Performance appraisal factors – Career, culture, team
and leadership: interventions and drivers. Process of performance review- discussions,
Objectives and Requisites.

Methods of Appraising - Who can Appraise - Appraisals & HR Decisions, Reward systems
and legal issues. Methods of appraising- Self Appraisal, BARS, 360degree feedback, ranking
method - pros and cons.

Performance Management Systems: Nurturing and institutionalizing PMS.

References:

 A.M.Sarma, “Performance Management”, HPH, 2008.

 “Cardy”, Performance Management Concepts, Skills & Exercises, PHI, 2007.
 “Dewakar Goel”, Performance Appraisal & Compenstion Management, Prentice Hall of
 India, 2008.
 Frances NEale, Hand book of Performance Management, Jaico Publishing, 2008.
 “ “ “Srinivas . R. Kandula”, Performance Management”, PHI, 2006.
 “T.V.Rao”, Performance Management & Appraisal Systems, Response Books, 2007.
 PGDM – H03 - Strategic Human Resource Management
Course Objective: To appreciate and internalize management of human resources at strategical
level and its importance for the organization.

Topics:
Strategic HRM – Meaning and Scope, Business Strategy and Organizational Capability -
Global Environment of HR: Change and Diversity - SHRM: Aligning HR with Corporate
Strategy - Concept of strategic HRM - Process of Strategic HRM

Formulating and implementing HR strategy - SHRM: Universalistic, Contingency and

Configurational Approaches - Strategic HR Planning Acquisition and Development -
Corporate
Strategy and Career Systems - Managing Employee Relations: Unions and Strategic Collective
Bargaining - HR specialists as strategic partners - Strategic role of the Director

Strategy for improving Organizational Effectiveness - Strategies for organizational

transformation - Transformation through leadership - Transformation program - Role of
HR in
organizational transformation - Corporate Ethics, Values and SHRM - Competencies of HR
professional in a SHRM scenario

Change Process - Change models - Strategies for developing the employment relationship

Strategy For Managing Performance - Change, Restructuring and SHRM - Performance

management - Scope of performance management strategy - Process of performance
management - Evaluating the Effectiveness of SHRM

References :
 Ashok Chanda, Shipa Kabra, “Human resource strategy”, Response books, 2006
 Dr. S.K.Prasad and Siraj, Strategic HRM, Institute of HRD, Bangalore, 2005
 Mello, Strategic Human Resource Management, Cengage Learning ( Thompson
 Michael Armstrong, Strategic human resource management, Koga Paye, 2nd edition, 2005
 Strategic Human Resource Management, Rajib Lochan, Excel Books
 S.K. Bhatia, Strategic Human Resource Management : Winning Through People:
 Concepts, Practices and Emerging Trends, Deep and Deep Pub.
 Srinivas R. Kandula, “Strategic Human resource development”,PHI,2004.
 PGD M S01 -Database Management System
Course Objective: Enlightening the concept of data management in a computerized environment

Topics:

INTRODUCTION
Database systems – Definition – Components – Advantages – Objectives – Evolution.

MODELS

DBMS Architecture – Associations – Relationships – Mappings between Abstractions –

Generalisation – Classifications – Conceptual Data modeling – File Organization – Data
Structure – Data models: HDBMS, NDBMS, RDBMS, OODBMS.

DATABASE DESIGN

Relational Data Model – Relational Algebra – ER Diagrams – Data Dictionary – Normalisation –

Boyce Codd Normal Forms – Integrity – Relational Database Languages – Database
Administration – File Structures and Indexing.

OBJECT MODELLING

Object oriented concepts – Structure – Models and Databases – Object life cycle modeling –
Objects, Classes, Patterns – Object interaction modeling – Object Oriented Design – UML.

OPERATIONS AND MANAGEMENT

Client / Server and Databases – Data Warehousing – Query Processing – Concurrency

Management – Heterogeneous and Homogenous Systems – Distributed Databases – Controls –
Atomicity, Recovery – Security, Back-up and Recovery.

References:

 Abraham Silberschatz, Korth and Sudarshan, Data base system concepts : MC GrawHill
 International Editions, 3rd Edition
 Pannerselvam, Data base Management Systems, PHI
  C.S.V.Murthy – Data Base Management Systems-HPH
 Elmasri & Navathe, Fundamentals of Database Systems, Addison & Weisely, New Delhi.
 F. Korth & A. Silverschatz, Database Concepts,. Tata McGraw Hill, New Delhi

PGDM – S02 Enterprise Resource Management

Course Objective : To understand how information system fit into business operation for
improved efficiency , information integration for better decision making and faster response for
customer queries.
Topics:
Introduction : Role of the Enterprise in Implementing the ERP System, Brief History of ERP,
Advantages of ERP, Roadmap for Successful ERP Implementation
ERP, Best Practices and Related Technologies: Structure of ERP, Best Practices in ERP,
Styles of Manufacturing, Data Warehousing, Data Mining, Supply Chain Management,
Customer Relationship Management, Advanced Technology and ERP Securities.
ERP Vendor Analysis: SAP, ORACLE, BAAN, QAD-Mfg/Pro, J.D.Edwards, Ramco,
PeopleSoft, ERP Domain Expertise.
ERP Functional Modules: Functional Modules of ERP, Integration of ERP software ,
Manufacturing Module, Finance Module, MRP, Distribution Module, CRP, Master Production
Schedule (MPS).
ERP Implementation Process: ERP Implementation Approach, Business Process
Reengineering, Elements of ERP Implementation, Steps and Methodologies Implementation,
Problems in Implementation.
ERP Success Evaluation & Maintenance: Success Factors, Failure Factors, Implementation
Realities, Current market scenarios, Features of full cycle Indian ERP Implementation,
Customization in ERP, Prerequisites of ERP.

References:
 Rahul V. Altekar, Enterprisewide Resource Planning:Theory and Practice, PHI, 6th Edition

 Alexis Leon, Enterprise Resource Planning, TMH, 2nd Edition

 Christina N Mapu, Chu-Hua Kuei, ERP and SCM, Chi Publishers

 PGDM – S03-System Analysis and Design
Course Objective: To familiarize the students with the various concepts of system analysis,
design and planning
Topics :
Introduction : System Concepts and Information systems Environment, System Development
Life Cycle, Role of System Analyst
Planning : System Planning and Initial Investigation, Information Gathering, Tools of
Structured DFD, DD, Decision Tree, Structured English, Pseudo Code Analysis, Feasibility
Study, Cost Benefit Analysis
Process: Stages of System Design, Process of System Design, Input /Output and Forms Design,
File Organization and Database Design
Testing: System Testing and Quality Assurance, Implementation and Software Maintenance,
Hardware and software selection and computer contract, Projects Scheduling and software
Security: Software, Security, Disaster/ Recovery, Ethics in system development

References:

 Elias M Awad, System Analysis and Design, Galgotia Publication

 Hopper, George, Valacich, Panigrahi, Modern System Analysis and Design , Pearson Education
 James A Senn, Analysis and Design of Information Systems, TMH
 Rajaraman, Analysis & Design of Information System,TMH
 Whittten, Bentley, Dittman, System Analysis and Design Methods, TMH
 TRIMESTER – V
PGDM 501 -Strategic Management
Course Objective: To understand the strategic management process from an integrated and
holistic view

Topics:
Introduction: Mission, Vision, Objectives, Strategy, Need and Challenges for strategic
management model, Learning organization, Role of Board of Directors and Top Management,
Social Responsibility of strategic decision making

Environmental Analysis : Internal and External, Analysis of Societal Environment Scanning

the external Environment, strategic Myopia, Industry analysis, Porters five forces model driving
industry, Competition, Forecasting, Organizational analysis, Value chain analysis , Scanning
functional Resources,
Tools of Business Strategy: Situation analysis using SWOT tool, 7 s Analysis, Generating
alternatives strategies using TOWS matrix, GE Matrix, BCG Matrix, PEST Analysis,

Corporate and Functional Strategy: Directional Growth strategy, Merger & Acquisition,
Portfolio analysis Core competencies, Outsourcing, Marketing, Financial, Operation,
R&D, Purchasing, Logistics, HRM and Information system strategies, Strategic choice and
Developing Policies
Growth Strategies: Merger and Acquisitions, Greenfield Expansion, Brown Field Expansion,
Collaboration, Joint Venture, Management Contract, Offshore Expansion. Diversification

Strategy Implementation: Developing program, Budgeting, procedure,Stages of corporate

Development. Types of organization structure *Staffing, Culture and Management to
implement the strategy

Evaluation and Control: *Measuring Performance, problem in measuring performance

*Control and strategic audit

References:

 Ajit Prasad Extremely Short Cases on Strategic Management Excel Books 2003
 Arthur A Thompson A J Strickland John E Gamble Arun K Jain Crafting and Executing
 Strategy Concepts and Cases Tata McGraw- Hill Publishing 2006
 Azhar Kazmi Business Policy and Strategic Management Tata McGraw- Hill Publishing 2002
  Charles W.L. Hill Gareth R. Jones Strategic Management An Integrated Approach
 Biztantra An Imprint of Dreamtech 2004
 Colin White Strategic Management Palgrave Macmillan 2004
 Francis Cherunilam Strategic Management Himalaya Publishing House 1998
 Hill, Jones Strategic Management: An Integration Approach 6th Edition Wiley India 2007
 John A Pearce Richard B Robinson Strategic Management Tata McGraw- Hill Publishing 2005
 Michael A.Hitt Robert E.Hoskisson R.Duane Ireland Management of Strategy Concepts and Cases
Cengage Learning 2007
 Parnell Strategic Management: Theory and Practices Wiley India 2007
 Petter Fitzroy James M. Herbert Strategic Management Creating value in a turbulent World John Wiley &
Sons 2006
 Robert A.Pitts David Lei Strategic Management Cengage Learning 2006
 S B Budhiraja M B Athreya Cases in Strategic Management Tata McGraw- Hill Publishing 1996
 Sukul Lomash P K Mishra Business Policy and Strategic Management Vikas Publishing House 2005
 Upendra Kachru Strategic Management Excel Books 2005

PGDM – M04 Advertising and Brand Management

Course Objectives: To acquire knowledge on dynamics of advertisement and develop
understanding the concept and importance of branding for a product and an organization.

Topics:

Introduction to Advertising: Definition Nature role of advertising in modern business world

Advertising & marketing mix- advertising objectives-benefits-economic aspects-ethics in
advertising
Advertising Business: The Ad manager, agency Ad Plan, Organization of Ad agency-basic
principles, public relations, Advertising Budget: Methods of Ad budgeting administering the
budget

Media Overview: Media plan, Media cost & Availability, matching media & market
geographical selectivity, Media strategy Media mix, Media scheduling,

Advertising design: Advertising appeals, Advertising copy visualization & layout writing, Ad
copy in print broadcasting commercials copy writing for outdoor & transit media.

Brand Management: Definition & concept, brand image & imagery, Brand benefits and brand
value, Brand Association ,Brand personality & personification brand identity, brand
 positioning, Brand Building: Consumer products, consumer durables, services, Rural
commodities, corporate brand building, Retail branding

Brand leveraging: Brand equity, brand extensions, brand repositioning, Brand

Valuation, Brand Success, Strategic success, product success, brand association and
creating a brand niche Brand Strategies Design & implementation of brand strategies, Global
Branding, Global brands, global brand planning system, global brand leadership, cross
country synergy

References:
 Shimp, Advertising and Promotion: An IMC Approach, Cengage Learning, 2007
 O’ Guinn, Advertising and Integrated Brand Promotion, Cengage Learning, 2006

 Williams. F. Arens”, Contemporary Advertising, TMH, 2006.

 “Batra, Myers and Aaker”, Advertising Management, 5th edition, PHI, 2007.

 “Larry.D.Kelley and Donald .W Jugenheimer”, Advertising Media Planning: A Brand Management

Approach, PHI, 2007.

“Keller Kevin Lane”, Strategic Brand Management-Building, Measuring and Managing, Brand Equity, 2nd edition,
PHI, 2007.

PGDM – M05 Marketing Strategies in Services

Course Objectives: Identify area specific services and understand their unique marketing strategies.

Topics:
Service Areas: Financial, Hospitality, Health, Telecom, Consultancy, Logistics, Education, NGO, Public
Utilities, ITCS, Travel & Tourism, E-Services and Professional Services

Banking & Financial Services :Understanding Banking Instruments - Credit Card, Retail Banking, Debit
Card, Loan, fixed deposit, savings bank account and other instruments. Mutual Fund, Stock Broking.

Marketing of Financial Services: Market Potential, Charges and return involved in financial instruments,
Competitors in the Market, Segmenting on the basis of age, income, profession, Importance of Knowledge
based selling in financial services

Players in the Market, LIC vs. Private Players, Policies and Schemes in Insurance,
Insurance Marketing:
New role of Insurance advisors, Insurance vs. other Investment Avenues, After Sales Services in
Insurance.

Travel and Tourism:Scope of Tourism in India, International and National Tourism, Promotion and
Segmentation in Tourism, Marketing Plan

Marketing of Telecom, Logistic, E-Services and Consultancy, Differential Marketing,

Other Services:
Product Knowledge, Developing Strategy, Handling Sales Force
References :

PGDM – F4 Financial Risk Management

Course Objectives: To familiarize the students with risk, derivatives and related tools. To make
them aware innovations in the financial market, its mechanism and drawbacks.

Topics:

Introduction to Risk Management: Meaning of Risk, Uncertainty and Risk, Sources of risk,
Types of risk, Implications of various risks for firm & Management, Risk Return Trade off.

Risk Management Process : Evolution of risk management, Approaches to risk management,

Risk Management process, Derivatives and its mechanics, Tools : Hedging, forwards, and
futures, options and swaps and Hybrids; Clearing House, Accounting and Reporting

Forward Exchange Contracts: Concept, Features, regulations, calculation of forward rates, and
execution of forward contracts.

Futures: The fundamentals of futures contract; Overview, Types of futures, Mechanics of future
trading, Major characteristics, Exchange organization, Trading process, Price quotations,
Hedging and Speculation with Commodity futures, Interest rate futures, Currency futures and
Stock Index futures. Optimal hedge ratio, Pricing of Index Futures Contracts, Stock Index
Arbitrage,
Options: Overview, Generic options, factors affecting option prices, Types of options; Interest
rate options, Currency options and Trading strategies, Option pricing models, Options on futures
contracts and Exotic options; Investment Strategies, Covered Call Writing, Protective Put,
Straddles and Strangles, Spreads, Risk Associated with Options
Other Derivatives: Swaps: Swap terminology and structures of standard coupon and currency
swaps, Types of swaps, Mechanics of swap transactions, Application of swaps Weather
Derivatives, Hybrid derivatives.
References:

 C. Jeevananandam, Foreign Exchange

 Dorfman.S.Mark, Introduction to Risk Management and Insurance , Prentice Hall India

 Gupta S.L., Financial Derivatives, PHI

 Emmett J.Vaughan, Therese M.Vaughan, Essentials of Risk Management and Insurance, Wiley

 Dubofsky, David A Miller, Thomas, Derivatives: Valuation and Risk Management, Oxford University
Press

 J.C.Hull , Sankarshan Basu, Options. Futures and other Derivatives, Pearson

PGDM – F5 International Financial Management

Course Objectives: Toprovide knowledge on global financial markets, instruments and various
strategies of hedging in international market, provide basic knowledge on international
economics, international trade, financing foreign trade and various intricacies connected
therewith.
Topics:

International Financial Management: Global Economy, International Financial Flows,

Significance of managing international fund, Issues involved in international finance.

International Monetary System: Balance of Payments, International Monetary System, An

Overview of International Financial Markets , IMF, World Bank, Formation of Trading Blocks
OPEC, European Community (EC), The North America Free Trade Agreement (NAFTA)
UNCTAD ,GATT, Subsequent WTO Developments, TRIPS, TRIMS,GATS

Financial Markets : FII, FDI, GDR, ADR, , International Bond Market, Choice of
International Funding, Legal Framework in India, Growth of FDI in India vis a vis China

International Trade Theories: Theory of Absolute Advantage - Theory of Comparative

Advantage - Heckscher-Ohlin Model - Imitation-Gap Theory - International Product Life Cycle
Theory., Parity condition in International Market: Purchasing Power Parity, Covered Interest
Parity, Real Interest Parity, Parity Conditions and Managerial Implications.

Foreign Exchange Rate Mechanism: Intricacies of foreign exchange market, Spot and Foreign
Exchange Rates, Quotation and Market Rules, Convertibility of rupee and its implications,
Factors affecting exchange rates, Forex forecasting- Time series forecasting models

Foreign Exchange Risk Management: Conceptual Overview, Nature of Exposure(Economic,

Translation, Transaction) , Hedging and Speculation, Derivatives and Exposure Management-
Currency Forwards, Futures, options, swaps, interest risk management.

EXIM Policy: Historical Perspective-Objectives - Highlights of the Current Policy - Imports -

Classification-Import Licenses -Exports - Export Promotion Capital Goods Scheme (EPCG) -
Other Guidelines.

References:

 Vij Madhu, International Finance Management , Excel Books

 P.G.Apte, International Financial Management , TMH

 V.K.Bhalla, International Finance Management, Sultan Chand

PGDM – H4 International Human Resources

Management
Course Objectives: Create understanding among the students on the challenge of Human
Resources Management in the global industrial scenario. Develop knowledge base and
preparedness to work in multinational companies.

Topics:

Introduction : IHRM vs. Domestic HRM, Managing HR activities in International

Organizations- HR Planning, recruitment and selection, Training and Development, Performance
Management, Remuneration, Repatriation and Employees Relation, Socio Political, Economic
Systems, US, UK, Japan and India- a comparative analysis.
’
International Recruitment and Selection: Approaches- Ethnocentric, Polycentric, Geocentric,
Regiocentric Selection: Factors in Expatriate Selection- Technical Ability, Cross Cultural
Suitability, Family Requirements, and MNE Requirements.

HR Information System: Meaning, Need, Advantage and Use, Designing of HRIS,

Computerized HRIS, Limitation HRIS, Computerized Skill Inventories, Global Talent Search

Managing HR in Virtual Organization: Meaning, Types of Virtual Organizations, and

Difference between traditional and virtual organizations, Advantages and Disadvantages,
Features of Virtual Organizations, Managing HR in Virtual Organizations.
Globalisation and HRM: Impact of globalization on employment, HR Development, Wage and
Benefits, Trade Unions, Collective Bargaining, Participative Management and Quality Circles,
Ethical Issues in HR, Changing Environment in HRM, Internal Factors- Human Resources of
Country, Changing Demands of Employer & Employees, External Factors – Change in
Technology, Legal and Government, Social, Economic and Political Factors, Talent &
Knowledge Management.

TQM and HR Management: Principles of TQM, Methods of Total Quality Management, HRM
& TQM, HR strategy to TQM.

References:

 N Sengupta & Moushumi S. Bhatacharya- International Human Resources Management- Excel

Books

 S.Jayashree- What Every MBA should know about HRM- HPH

PGDM – H5 Organizational Development

This paper will equip the students to act as facilitators in organization for Change
Course Objectives:
and Development.
Topics:
Foundations of Organizational Development: Conceptual frame work of OD, History of OD,
First order and second order Change, Values, assumptions and believes in OD, characteristics of
OD, Participation and Empowerment, Teams and teamwork, Parallel, A normative-re-educative
strategy of changing, Applied behavioral science, Action research.
Managing the OD Process: Components of OD Process, Diagnosis, Action & Program
Management; Diagnosis: Diagnosing the System , Diagnosis using the Six-box Organizational
Model, Third Wave Consulting: The Action Component: nature of OD intervention, analyzing
discrepancies: The Program Management Component: Phases of OD Programs, model for
managing change, creating parallel learning structures.
OD Interventions: An Overview: A definition of OD and OD interventions - The major families
of OD interventions - classification schemata for OD interventions
Human process interventions: (individual, group and inter-group human relations): Individual
based: coaching, counseling, mentoring, training, behavioral modeling, delegating, leading,
morale boosting, motivation, etc., Group based: conflict management, dialoging, group
facilitation, group learning, self-directed work teams, large scale interventions, team building,
and virtual teams. Inter group interventions.
Organization mirroring : third party peacemaking interventions, partnering Techno structural
(Structures, technologies, positions etc.,) & Strategic interventions: Techno structural: Balanced
scorecard; business process reengineering; downsizing and outsourcing;
Personal, Interpersonal and Group Process Interventions: Employee Empowerment -
Sensitivity Training Laboratories - The Johari Window Model – Transactional Analysis –
Behavior Modeling – Life and Career Planning Interventions – Stress Management
Interventions. Scripts and games.
The Future and OD: Emerging Issues and Values - Future Trends in OD; macrosystem trends,
interpersonal trends, individual trends - Future of OD
References:

 Organization Development, behavioral science interventions for Organization Improvement, Wendell

L.French, Cecil H.Bell, Veena, Jr, Pearson, PHI.

 Organizational Design and Development-Concepts and Applications-Dr. Bhupen Srivastava, Biztantra

 Organizational designs for excellence, Pradip N. Khadwalla, TMH, 2005

 Organization Theory & Design, Richard L Daft, Cengage Learning, 8th Edition.

 Organization Development, & Transformation, Managing Effective Change, Wendell L.French, Cecil
H.Bell, Jr, TMH

 Organizational, Design, and Change-Gareth R. Jones, 5th Edition, Pearson Education

 PGDM – S04 E COMMERCE Management
Course Objectives: To understand basics of E Commerce, issues involving it and its application
in business.

Topics:
Fundamental Of E-Commerce: Introduction to E-Commerce, Types of E-Commerce: B2B,
B2C, C2C, G2G, G2E, G2C,E-Business Models & Markets, Techniques and Tools, E-
Commerce Providers and Vendors..

Business Applications In E-Commerce: Retailing in E-commerce – market research on

internet customers – e- commerce for service sector – Advertising in e-commerce – B2B
ecommerce. Supply Chain Management – Supply chain architecture

E-Commerce Infrastructure: Intranet, Internet & Extranet – Structure, Architecture

E-Commerce Security: Protocols-Security schemes against internet fraud. Principles of e-fund

transfer, credit and debit card usage, E – Cheque, E – Cash, E – Payment Threats & Protections.

Legal And Privacy Issues In E-Commerce :E-Commerce Issues & Opportunities in

Implementation and Role of Government -Commercial Issues, Infrastructure Issues, Social and
cultural issues, Role of Govt. and Policy Recommendations and Emerging trends in E-
Commerce.
E-Commerce Applications: Electronic Payment System, Overview, Payment Clearing, Digital
Currency, EDI

Challenges in E- Commerce: Technological Challenges, E-Money Laundering, Other

Challenges - Channel Conflicts

References :
 Efraim Turban et al., ‘Electronic Commerce – A managerial perspective’, Pearson Education Asia, 2002.
 Kalakota et al, ‘Frontiers of Electronic Commerce’, Addison Wesley, 2001.
 Greenstein Firsman, ‘Electronic Commerce’, Tata McGraw Hill, 1999.
 C.S.V. Murthy – E-commerce-HPH
 Nabil Adam et al, ‘Electronic Commerce – Technical, Business and Legal
 Issues’. Prentice Hall. 1998.
 C.S.Rayudu – E Commerce, E Business-HPH

PGDM – S05 IT Project Management

Course Objective: To acquire knowledge on Planning, Monitoring and Ad hoc control

mechanism involved in IT project management and understands its typicality against other
mainstream projects.
Topics:
Introduction: Uniqueness of IT Projects, Management Backdrop of IT projects, Project
Management Systems, Projects and Strategic Planning, Program Management and Optimization
of Resources
Project Planning & Process: Pre Project Scenario, Project Initiation, Developing Programs,
Organization Structure to Support the Project, IT product development Lifecycle, Dimension of
Project Management Process, Time, Cost and Risk Management in IT Projects, Project
Management Information Process, Project Organization
Project Execution: Configuration Management, Incorporating Quality in IT Project, Schematic
and Pareto Charts, Cost Control, EVA, Team Building, Software Development Orientation,
Prototyping, CPM, software Development Orientation, Project Management by Knowledge
Areas.
Project Monitoring and Control: Pre and Post Completion Evaluation of Project, Classification
of software testing tools, Recognition and Rewards, Tracking Risk in Project Management,
Performance Reporting and Review
Closing the Project: Input vs Output, Implementation observation, Project Success & Failure,
Contract Closure, Approaches to overcome user resistance, Training for Implementation. Force
Field Analysis Technique
Inferences:

 S.A.Kelkar, Information Technology Project Management, PHI 2009