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Department of Academics
IK Gujral Punjab Technical University
Courses & Examination Scheme:
First Semester
Course Course Type Course Title Load Allocations Marks Distribution Total Credit
Code L* T* P Internal External Marks s
MBA 101-18 Core Theory Foundations of Management 4 0 0 40 60 100 4
Second Semester
Course Course Type Course Title Load Allocations Marks Distribution Total Credit
Code L* T* P Internal External Marks s
MBA 201-18 Core Theory Business Analytics 4 0 0 40 60 100 4
for Decision Making
MBA 202-18 Core Theory Legal Environment 4 0 0 40 60 100 4
for Business
MBA 203-21 Core Theory Marketing 4 0 0 40 60 100 4
Management
MBA 204-18 Core Theory Human Resource 4 0 0 40 60 100 4
Management
MBA 205-18 Core Theory Production and 4 0 0 40 60 100 4
Operations
Management
MBA 206-21 Core Theory Corporate Finance 4 0 0 40 60 100 4
and Policy
Note: After second semester every student will be required to undergo summer training of six
weeks duration in the corporate sector.
Third Semester
Course Course Type Course Title Load Allocations Marks Total Credits
Code Distribution Marks
L* T* P Internal External
MBA 301-18 Core Theory Organizational Behaviour & 4 0 0 40 60 100 4
Design
MBA 302-18 Core Theory Marketing Research 4 0 0 40 60 100 4
Note: Students will opt any two of the following groups (1 as Major and 1 as Minor).
List of Electives:
Group A: Marketing
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L* T* P Internal External
Group B: Finance
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L* T* P Internal External
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L* T* P Internal External
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L T P Internal External
Fourth Semester
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L* T* P Internal External
Note: Four papers of any one group chosen in the 3 rd Semester will be studied as
electives of Major in the 4th semester.
List of Electives:
Group A: Marketing
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L* T* P Internal External
Group B: Finance
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L* T* P Internal External
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L* T* P Internal External
Course Course Type Course Title Load Allocations Marks Distribution Total Credits
Code Marks
L T P Internal External
(Source: Model Curriculum for Management programs (MBA) Janauary, 2018, AICTE,
New Delhi. www.aicte.india.org)
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 101-18
FOUNDATIONS OF MANAGEMENT
Course Outcomes (COs): After completion of the course, the students shall be able to:
CO2: Explain the role and responsibilities of managers and adapt to the various styles
of management across organizations.
CO4: Apply various tools that would facilitate the decision making process in the
business.
CO5: Develop peer based learning and working in groups and teams.
Unit I
Introduction: Definition, nature, scope, importance, Functions of management and
manager, Managerial roles and skills.
Evolution of management thought and Management thinkers: Classical Approach,
Neo Classical Approach, Quantitative approach, Behavioral approach, Systems approach,
Contingency approach. Contributions of F. W. Taylor, Henry Fayol, Mary Parker Follet,
Chester Bernard, Max Weber, Peter, F. Drucker, Gilbreths, Henry Gantt, Abraham
Maslow, Herzberg and McGregor.
Unit II
Planning: Importance, types of plans, and process of planning, business forecasting,
MBO: Concept, importance, process, benefits and limitations.
Strategic management: Nature, importance, purpose, types, process and major kinds of
strategies, McKinsey's 7-S Approach.
Decision-Making: Importance, types, steps and approaches, Decision Making in various
conditions, Decision tree.
Unit III
Organizing: Concept and process of organizing, Formal Vs Informal organization,
Organizational structure: Types of Organizational structure, Bases of
Departmentalization. Line &Staff: concept, line-staff conflict.
Authority & Power: concept, responsibility and accountability. Delegation: concept,
importance, factors affecting delegation, effective delegation, Span of Management,
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Decentralization and centralization, Staffing, importance and process. Coordination:
Concept, importance, difficulties and techniques to ensure effective coordination.
Unit IV
Control: Concept, importance, characteristics, process of control, types and techniques
of control.
Comparative study: Japanese Management and Z-culture of American Companies,
Chinese Style Management,
Modern management techniques: an overview of various latest techniques: Business
process Re-engineering, Business outsourcing, knowledge management, E-Business
Management.
Note: Relevant Case Studies should be discussed in class.
Suggested Readings:
Harold Koontz, and Heinz Weihrich, Essentials of Management: An
International Perspective, New Delhi, McGraw-Hill, 2010.
Richard L Daft, The New Era of Management, New Delhi, Thomson, 2007.
Stephen P Robbins, Mary Coulter and Neharika Vohra, Managemnt, New
Delhi, Pearson, 2011.
V S P Rao & V H Krishna, Management, Excel Books
P.Subba Rao, Principles of Management, Himalaya Publishing
Dubrin, Management: Concepts & Cases, Cengage Learning
Ferrell, Business: A Changing World, Tata McGraw Hill
Mukherjee, Principles of Management and Organisational behaviour, Tata
McGraw Hill.
Bateman, T. S., and Snell, S. A. (2008). Management TMH
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 102-18
Managerial Economics
Objective: The objective of the paper is to acquaint the students with the economic
concepts and principles and to enable them to use them to address business problems in
a globalized economic environment.
Course Outcomes: After completing this course,, students shall be able to:
CO1: Understand the basic concepts of economics and relate it with other disciplines and
identify the importance of economics in managerial decision making.
CO2: Measure price elasticity of demand, understand the determinants of elasticity and
apply the concepts of price, cross and income elasticity of demand.
CO3: Analyze the demand and supply conditions and assess the position of a company
and explain the concepts of factors of production, collective bargaining and the
underlying theories of factors of production.
CO4: Recognize the relationship between short-run and long-run costs and will also be
able to establish the linkage between production function and cost function
CO5: Compare and contrast four basic types of market i.e. perfect, monopoly,
monopolistic and oligopoly and can determine price and output under different market
types.
Unit-I
Introduction to Managerial Economics: Managerial Economics: Meaning, Nature,
Scope & Relationship with other disciplines, Role of managerial economics in decision
Making, Opportunity Cost Principle, Production Possibility Curve, Incremental Concept,
Scarcity Concept.
Demand: Demand and its Determination: Demand function; Determinants of demand;
Demand elasticity – Price, Income and cross elasticity, Use of elasticity for analyzing
demand, Demand estimation. Demand forecasting, Demand forecasting of new product.
Indifference Curve Analysis: Meaning, Assumptions, Properties, Consumer
Equilibrium, Importance of Indifference Analysis, Limitations of Indifference Theory.
Unit-II
Production Function : Production function Meaning, Concept of productivity and
technology, Short Run and long run production function, Isoquants; Least cost
combination of inputs, Producer’s equilibrium; Returns to scale; Estimation of production
function. Theory of Cost: Cost Concepts and Determinants of cost, short run
and long run cost theory, Modern Theory of Cost, Relationship between cost and
production function. Revenue Curve: Concept of Revenue, Different Types of Revenues,
concept and shapes of Total Revenue ,Average revenue and marginal revenue,
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Relationship between Total Revenue ,Average revenue and marginal revenue, Elasticity
of Demand and Revenue relation.
Unit-III
Market Structure: Market Structure: Meaning, Assumptions and Equilibrium of Perfect
Competition, Monopoly, Monopolistic Competition, Oligopoly: Price and output
determination under collusive oligopoly, Price and output determination under non-
collusive oligopoly, Price leadership model. Supply: Introduction to supply and supply
curves. Pricing: Pricing practices; Commodity Pricing: Economics of advertisement
costs; Types of pricing practices. Factor Pricing: Demand and supply of factors of
production; Collective bargaining, Concept of rent, profit, interest- Rate of return and
interest rates; Real vs. Nominal interest rates. Basic capital theory–Interest rate and return
on capital, Measurement of profit.
Unit-IV
Product market: Saving and Investment function, Consumption function, Aggregate
supply and Aggregate demand, Investment multiplier, Foreign trade and budget
multiplier. Money market: Motive for holding money; Liquidity preference, Money
demand, Money market equilibrium. IS-LM Analysis: Derivation of nominal IS-LM and
equilibrium. National Income: Conceptual Framework, Measures of National Income,
Methods of Measurement, Limitations of National Income. Consumption Function:
Meaning, and Nature, Determinants and Measures to Raise Propensity to Consume.
Keynes Psychological Law of Consumption - Meaning, Properties and Implications,
Inflation: Meaning, Types, Theories, Causes, Effects and Control, Unemployment Trade
off, Trade Cycles: Concept and Theories of trade cycles.
MBA 103-18
QUANTITAIVE TECHNIQUES
Course Objective: The objective of this paper is to acquaint the students with
quantitative and operations research techniques that play an important role in managerial
decision-making.
Unit I
Introduction to Statistics: Meaning,Definition in singular and plural sense, Features of
statistics,Importance , Functions, Scope and Limitations of Statistics.
Measures of Central Tendency: Mathematical averages including arithmetic mean,
geometric mean and harmonic mean, properties and applications. Positional Averages:
Mode and median (and other partition values including quartiles, deciles and percentile.
Graphic presentation of measures of central tendency.
Measures of Variation: Absolute and relative measures. Range, quartile deviation, mean
deviation, standard deviation and their coefficients. Properties of Standard Deviation and
Variance. Moments Concept, calculation and Significance. Skewness: Meaning,
Measurement using Karl Pearson and Bowley Measures. Concept of Kurtosis.
Unit II
Simple Correlation Analysis: Meaning of Correlation:Simple ,multiple and
partial,linear and non linear correlation, correlation and causation ,scatter
diagram,pearson’s correlation coefficient,calculation and properties of coefficient,Rark
Correlation.
Simple Regression Analysis: Meaning of Regression,Principle of least square and
regression analysis,Calculation of regression coefficient,properties of regression
coefficient,Relationship between correlation and regression cpoefficientg.
Theory of Probability: Meaning of Probility, Approaches to the calculation of
probabability.calculation of event probabbilities,Addition and Multiplication Laws of
Probabbility (Proof not required),Conditional Probability and Bayes’ Theorem (Proof
not required).
Unit III
Probabability Distribution: Binomial Distribution, Poission Distribution and Normal
Distribution with threir properties ad applications.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Linear Programming; Formulation of linear programming problems. Solution by
Graphic method and by using Simplex method algorithm including Big-M method.
Business applications of LP. Degeneracy. Duality. Post-optimality analysis.
Game Theory: Two-person zero-sum games. Games of pure strategies and Games of
mixed strategies. Rule of dominance. Graphic solution to games. Business applications.
Unit IV
Transportation: Transportation problem: Initial feasible solution using North-west
Corner Rule; Least Cost Method; and Vogel’s Approximation Method. Testing
optimality using MODI method.
Assignment Problems: Assignment problem: Solution using Hungarian Assignment
Method.
Project Scheduling: PERT/CPM: Project networks. Scheduling of projects with known
activity times – Critical path and scheduling of activities.
Suggested Readings:
Levin, Richard and David S. Rubin. “Statistics for Management”. 7th Edition,
Prentice Hall of India, New Delhi.
Render, B. and Stair, R. M. Jr., “Quantitative Analysis for Management”, 7th
Edition, Prentice–Hall of India, New Delhi.
Siegel, Andrew F, Practical Business Statistics. International Edition, 5th Edition
(2001), McGraw Hill Irwin.
Berenson, L.M., Krehbiel, T.C., Vishwanathan, P.K. and Levine, D.M.,
“Business Statistics: A First Course”, 4th Edition (2008), Pearson Education.
Anderson, David R., Dennis J. Sweeney and Thomas A., Williams, An
Introduction to Management Science, South-Western.
Taha, Hamdy A, Operations Research – An Introduction, Prentice-Hall of India
Private Ltd., New Delhi.
Hillier, Frederick S. and Gerald J. Lieberman, Introduction to Operations
Research, McGraw Hill India (Pvt) Ltd.
Vohra, N.D., Quantitative Techniques in Management, McGraw Hill Education
Private Limited, New Delhi.
Sharma, J. K., Operations Research; Theory and Applications, Macmillan
Indian, New Delhi.
Winston, Wayne L., S. Christian Albright and Mark Broadle, Practical
Management Science, Duxbury – Thompson learning, Australia.
Gupta C B, Gupta V, “An Introduction to Statistical Methods”, 23rd Edition
(1995), Vikas Publications.
MBA 104-18
ACCOUNTING FOR MANAGEMENT AND REPORTING
Objective: This course aims to familiarize the students with various accounting concepts,
tools and techniques and its application in managerial decision making. It also acquaints
the students with the latest accounting practices and reporting standards.
Course Outcomes:
CO1 – To familiarize the students about the basic concepts, principles and process of
accounting and to make them aware about the formats of financial statements of public
limited, banking and insurance companies.
CO2 – To explain the students about the concepts of cost and various intricacies for
preparing the cost sheet.
CO3 – To acquaint students about the decision making techniques using the concepts of
marginal costing, standard costing and budgetary control.
CO4 – To enable the students to analyse financial statements using various tools for
financial analyse and interpret the financial position of a business organization.
CO5 – To familiarize the students about the contemporary developments in the
accounting.
CO6 – To make students aware about the recent developments in financial reporting and
regulations so that they may understand and appreciate the concept and process of
harmonization of financial reporting practices.
Unit I
Introduction to Accounting: Accounting as an information system, Accounting
Process, concepts, convention and principles of Accounting, Role of accountant in an
organization. Branches of accounting: Financial, Cost and Management Accounting and
their inter-relationships, Exposure to format of schedule VI of Public Limited, Banking
and Insurance Companies.
Unit II
Cost Accounting: Meaning, Objectives, Scope and Classification of costs, Preparation
of Cost Sheet. Marginal Costing –Concept of Marginal Cost; Marginal Costing Vs
Absorption Costing; Cost-Volume-Profit Analysis; Break-Even Analysis; Assumptions
and its practical applications for managerial Decision making with special reference to
pricing, make or buy decisions, selection of Sales-Mix.
Standard Costing: Introduction, Variance Analysis, types of Variances- Materials and
Labour Variances. Budgetary Control- Types of Budgets Master budget Zero base
budgeting, Fixed Budget and Flexible Budgets, Zero Base Budget, Participative Budget
and Performance Budget.
Unit III
Financial Statement Analysis: Concepts and objectives, Tools of Financial Analysis:
trend analysis, common size statements, comparative statements, Ratio analysis-
Liquidity, solvency, profitability, turnover ratios, Cash flow statements and funds flow
statements.
Unit IV
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Recent Developments in Accounting: Introduction to concept of Price Level
Accounting, Human Resource Accounting, Transfer Pricing. Target Costing, Kaizen
costing, Activity based costing, Life Cycle Costing.
Financial Reporting and Regulations: Meaning, objectives, principles and environment
of financial reporting; Introduction to Accounting Standards issued by ICAI, US
GAAPs, International Accounting Standards, IFRS, Applicability of various accounting
standards, comparison and the process of harmonization.
Suggested Readings:
Course Objective: This course aims at providing knowledge of the environment in which
businesses operate, the economic, political, legal and social framework with a basic idea
of the Indian Economy.
CO 3: To examine the critical opportunities and threats that arise from an analysis of
external business conditions by applying scenario planning to synthesize trends
prevailing in the external environment.
CO 4: To describe how various types of economic systems play a significant role in the
success of a business.
CO 5: To understand the nature of Indian Economy and various issues relating to Indian
Economy having a direct or indirect impact on business environment.
UNIT I
Business Environment: Meaning, Types: Internal Environment; External Environment;
Micro and Macro Environment, Components of Business Environment. Political
Environment: Three political institutions: Legislature, Executive and Judiciary,
Fundamental rights, Directive Principles, Rationale and extent of state intervention.
Economic Environment: Concept, features of various economic systems, New
Industrial policy and industrial licensing, new economic policies, aspects of economic
reforms and their effects on business and emerging economies. Effect of recession on
Business and remedies for that, Economic Planning in India: Objectives, Strategies and
Evaluation of current five year plan, Monetary and Fiscal Policy.
UNIT II
Legal Environment: Company Regulatory Legislations in India, FEMA, EXIM policy,
Competition Law, Right to Information Act 2005.
Public Sector in India: Concepts, Philosophy and Objectives, Performance, Problems
and Constraints. Disinvestment and Privatisation, Joint sector and Cooperative sector in
India, Deficit Financing and its implications for the Indian Economy; Analysis of current
year Annual Budget.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Consumerism: Role of Consumer Groups with Special Reference to India; Consumer
Protection Act, 1986 with Latest Amendments.
Ecological Environment: Concepts of Green Management, Global Warming, Carbon
Foot Printing, The Environment Protection Act 1986.
UNIT III
Technological Environment: Impact of Technology on Business, Technological Policy,
Intellectual Property Rights, Import of Technology, Appropriate Technology, Problems
in Technology Transfer.
International Environment: Emergence of Globalisation, Control of Foreign Direct
Investment, Benefits and Problems from MNCs. WTO, its role and functions,
Implications for India. Trading Blocks, Foreign Trade: SEZ (Special Economic Zones),
EPZ (Export processing zone), EOU (Export Oriented Units), Dumping and Anti-
Dumping measures.
Introduction to Indian Economy: Colonialism and Development of Indian Economy,
Framework of Indian Economy, Demographic Features and Indicators of Economic
Growth and Development, Rural-Urban Migration and issues related to Urbanization,
Poverty debate and Inequality, Nature, Policy and Implications.
Unit IV
Unemployment-Nature, Central and State Government’s policies, policy implications,
Employment trends in Organized and Unorganized Sector
Development Strategies in India: Agricultural- Pricing, Marketing and Financing of
Primary Sector, Changing structure of India’s Foreign Trade. The Economic Policy and
Infrastructure Development: Energy and Transport, Social Infrastructure- Education,
Health and Gender related issues, Social Inclusion, Issues and policies in Financing
Infrastructure Development.
Suggested Readings:
Paul Justin, Business Environment, Latest Edition, McGraw Hill Education, New
Delhi.
V.K. Puri & S.K. Misra, Economic Environment of Business, Latest Edition,
Himalaya Publishing House, New Delhi.
A.C. Fernando, Business Environment, Latest Edition, Pearson Publication, New
Delhi.
V. Neelamegam, Business Environment, Latest Edition, Vrinida Publications,
Delhi.
Francis Cherunilam, Business Environment, Latest Edition, Himalaya Publishing
House, New Delhi.
K. Aswathappa, Essentials of Business Environment, Latest Edition, Himalaya
Publishing House, New Delhi.
Govt. of India, Five Years Plan Documents.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 106-18
BUSINESS ETHICS AND CORPORATE SOCIAL RESPONSIBILITY
Objective: This Paper introduces students to the relationship between business and
ethics, and tries them to understand how ethical principles could influence management
decisions. It also signifies the concept of CSR and its implications on business.
Course Outcomes: At the end of the course, the student will be able to:
CO1: To integrate and apply contemporary Ethics & Governance issues in a business
context
CO4: To evaluate different corporate ownership structures and their key governance
features.
CO5: To understand the ethical decision making, ethical reasoning, the dilemma
resolution process.
CO6: To analyse and apply corporate governance perspectives to contemporary business
practices.
Unit I
Business Ethics: Characteristics, Principles, Types, Importance, Factors highlighting the
importance of Business Ethics, Myths about Business Ethics. Ethical Values, Theories
of Ethics, Absolutism verses Relativism, Teleological approach, the Deontological
approach, Kohlberg’s six stages of moral development (CMD), Code of Ethics.
Business Ethics and Social Responsibilities of the firm - relationship of the firms with
customers, competitors, stockholders, dealers and suppliers. Ethics v/s Ethos, Indian v/s
Western Management, Globalisation and Business Ethics. Emerging issues of Business
Ethics.
Unit II
Ethical Dilemma; Characteristics, ethical decision making, ethical reasoning, the
dilemma resolution process.
Ethical Considerations in Marketing, Ethics in Accounting and Finance, Ethical
Implications at Top Level. Ethical considerations in Human Resource Management,
Environmental Ethics.
Note: Relevant Case Studies regarding ethical issues in Marketing, HRM,
Accounting and Finance and Environment Management should be discussed in the
class.
Unit III
Corporate Social Responsibility: Concept, Definition, Need, Arguments in favour of
and against CSR. Historical Phases of Corporate Social Responsibility, Perspectives of
CSR. Models of CSR, Drivers of CSR, Corporate Governance, Business Ethics and CSR.
Corporate Social Responsibility and Corporate Sustainability: Meaning, Need and
importance of Sustainability, Sustainability Case Studies-Triple Bottom Line (TBL).
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Corporate Sustainability Reporting Frameworks- Global Reporting Initiative
Guidelines, National Voluntary Guidelines on Social, Environmental and Economic
Responsibilities of Business.
Unit IV
Corporate Social Responsibility within the organisation, CSR and Society, Strategic
Planning and CSR, Environmental Aspects of CSR, CSR under the Companies Act,
2013, CSR Practices in India, Case Studies of Major CSR Initiatives.
Corporate Governance: Introduction, Need, Models.
References:
Fernando, A. C. (2010). Business Ethics and corporate governance. Pearson
Education.
Velasuez, M. G. (2011). Business Ethics: Concepts and Cases.. PHI Learning.
Gosh, B. N. (2009). Business Ethics and Corporate Governance. Tata McGraw
Hill. T
Thomas M. Garrett - Business Ethics - The times of India Press Bombay.
Peter Pratley - The essence of Business Ethics - prentice Hall of India (P) Ltd.,
New Delhi.
Chackraborty S.K. - Ethics in Management - Vedantic Perspectives - Oxford
University Press, Delhi.
Keith Davis Business and Society Mc Graw Hill.
1.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 107-18
BUSINESS COMMUNICATION FOR MANAGERIAL EFFECTIVENESS
Course Outcome:
Course Outcomes: At the end of the course, the student will be able to:
CO1 - To understand the basics of communication and its process, and the various barriers
in the communication.
CO2 – To learn the listening skills and comprehend the value of business etiquettes
CO3– To comprehend Non – Verbal communication skills and its application for effective
Communication.
CO4 – To learn the skills of writing effective business messages, letters and reports
CO5– To develop the presentation skills and learning to organize and structure a
Presentation using visual aids
CO6 – To prepare the students for interview , employment messages and resume writing
skills
UNIT - 1
Understanding the Foundations of Business Communication: Business Communication
concept, Communication Models, Communication Process, Characteristics of effective
business communication, Barriers in communication environment, Communication and
Ethics, Cross Cultural Communication;
Guidelines for successful collaborative writing, Social networking technologies in
business communication, Importance of listening, business etiquette & nonverbal
Communication
UNIT - II
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
The Three-Step Writing Process: Importance of analyzing the situation before writing a
message, Information-gathering options, Information organization, Writing Business
Communication: Adapting to your audience, Crafting brief messages, Crafting messages
for electronic media, Writing routine and positive messages, Writing negative messages;
Planning, Writing, and Completing Reports and Proposal and Emails.
UNIT – III
Designing and Delivering Oral and Online Presentations: Developing oral and online
presentations, Enhancing presentations with slides and other visual aids, Just-A-Minute
Presentation, Individual/Group Presentations, Feedback and overcoming Glossophobia,
Group discussion.
UNIT - IV
Writing Employment Messages and Interviewing for Jobs: Employment strategy,
Planning, writing and completing your resume, Applying and Interviewing for
Employment: Understanding, preparing and follow-up, Role Play and Simulation games
– Employer - employee and Interviewer – interviewee relationship.
Suggested Readings:
Penrose/Rasberry/Myers Business Communication for Managers (5th edition) Cengage
Learning.
Courtland/John/Roshan Business Communication Today (13th edition)
Pearson
Rizvi Effective Technical Communication Tata Mcgraw Hills
Raymond/Marie/Kathryn/Neerja Business Communication Tata Mcgraw Hills
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 201-18
Business Analytics for Decision Making
Course Objective: The course aims at equipping students with an understanding of the
research process, tools and techniques in order to facilitate managerial decision making.
Course Outcomes: At the end of the course, the student will be able to:
CO5: To know the various types of quantitative sampling techniques and conditions to
use.
CO6: To utilize the time series method to predict the future of sales in a concern.
Unit I
Introduction to Statistics: Meaning, Importance, Applications of inferential statistics
in managerial decision making. Collection of Data: concept of primary data and
secondary data, sources of primary data and secondary data, Classification and
Tabulation of Data: Concept and types of classification, construction of frequency
distributions, tabulation of data: role of tabulation, parts of table, rules of tabulation,
review of table, types of table.
Sampling: Concept, definitions, census and sampling, probability and non probability
methods of sampling, relationship between sample size and errors.
Unit II
Sampling Distributions: Concept and standard error.
Hypothesis Testing: Formulation of hypothesis, procedure of hypothesis testing, errors
in testing of hypothesis, tests of significance for large samples, tests of significance for
small samples, application of t-test, Z-test, F-test and Chi-square test and Goodness of
fit, ANOVA.
Techniques of association of attributes.
Unit III
Business Forecasting: Introduction, Role of forecasting in business, Steps in forecasting
and methods of forecasting.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Correlation: Partial and Multiple correlation.
Regression Analysis: Multiple regression analysis, Testing the assumptions of
regression: multicollinearity, heteroscedasticity and autocorrelation.
Unit IV
Index Number: Definition, importance of index number in managerial decision making,
methods of construction, tests of consistency, base shifting, splicing and deflation,
problems in construction.
Time Series Analysis: Meaning, component and, methods of time series analysis. Trend
analysis: Least square method, linear and non linear equations, applications of time series
in business decision making.
Suggested Readings:
Levins, Krehbiel, Business Statistics, Pearson Berenson
Levin & Rubin, Statistics for Management, Prentice Hall
S P Gupta, Statistical Methods, Sultan Chand
Beri, Business Statistics, Tata Mc Graw Hill
Croucher, Statistics: Making Business Decisions, Tata McGraw Hill
C.R. Reddy, Quantitative Techniques for Management Decisions, Himalaya
Publishing
Anderson Statistics for Business & Economics, Cengage Learning
Levin, Richard and David S. Rubin. “Statistics for Management”. 7th Edition,
Prentice Hall of India, New Delhi.
Render, B. and Stair, R. M. Jr., “Quantitative Analysis for Management”, 7th
Edition, Prentice–Hall of India, New Delhi.
Siegel, Andrew F, Practical Business Statistics. International Edition, 5th
Edition (2001), McGraw Hill Irwin.
Berenson, L.M., Krehbiel, T.C., Vishwanathan, P.K. and Levine, D.M.,
“Business Statistics: A First Course”, 4th Edition (2008), Pearson Education.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 202-18
Legal Environment for Business
Course Objective: The objective of this paper is to give an exposure to students about
important commercial, corporate and taxation laws, so that they are able to relate the
impact of these legal enactments on business in an integrated manner.
UNIT-I
Introduction to Business Laws:- Business Management and Jurisprudence; Structure
of the Indian Legal Systems: sources of Law. Law of Contract: Definition, features of
a valid contract, offer and Acceptance, Consideration, Capacity of parties, Free
consent, Legality of Object, Performance and Discharge of Contract, breach of a
contract and its remedies. Meaning and types of agents. Special Contracts-Laws of
Agency; Principal-Agent Problem-Bailment, Pledge, Guarantee and Indemnity.
UNIT-II
Sales of Goods Act- Principles of Sales of Goods- Transfer of Ownership& Property–
Performance of contract.
Unit III
Partnership Act: Introduction to Partnership Act, admission of partner, retirement and
death of partner, dissolution of partnership firm.
Negotiable Instrument: Bills of Exchange, Promissory Note, Cheque and Rules
Regarding the Crossing of Cheques, Dishonour of cheques and liability of banker and
drawer.
UNIT-IV
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Company law: Definition and features of company; concept of corporate veil; distinction
between company and partnership firm; type of companies, Process of formation
and incorporation of Company, Memorandum of Association and Articles of Association,
Definition, qualification, rights, duties and position of Directors, Constitution of Board
of Directors, Chairman of Board, independent and executive directors, Introduction to
meetings and resolution.
SUGGESTED READINGS:
1. Bansal, C. L. ‘Business Laws’ Taxmann Publishers (Edition-2011)
2. Kuchhal, M. C. and Kuchhal,Vivek-‘Business Legislations for Management’
Vikas Publications (4th Edition 2014).
3. Maheshwari,S.N. and Maheshwari,S.K.-A Manual of Business Laws- Himalya
Publishing House Pvt. Ltd. (7th Edition-2018)
4. Singhania, V. and K.,Singhania, K. and Singhania, M. ‘Direct Taxes – Law &
Practice’, Taxmann’s Publication, Pvt. Ltd.(60th Edition 2018-19)
5. Swain, Dr. Anil Kumar and Agrawal, Mr. Gopal Prasad, GST Concepts and
Applications,Himalya Publishing House Pvt. Ltd. (1stEdition-2018)
6. Tulsian,P.C. and Tulsian, Bharat, Business Laws, McGraw Hills Education,
(3rdEdition-2014)
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 203-21
Marketing Management
CO1 - To learn the basics of marketing, selling, marketing mix and its core concepts.
CO3– To equip the students with necessary skills for effective market segmentation,
targeting and positioning
CO4 – To prepare the students for understanding the various components of product mix,
product life cycle and comprehend the new product development process.
CO6 – To gain knowledge about the emerging trends in marketing and pyramid
marketing.
Unit –I
Understanding Marketing and Consumers: Introduction to Marketing Management.
Definition, Importance, Scope, Basic Marketing Concepts, Marketing Mix, Marketing
vs Selling, Customer Value, techniques and relevance. Marketing Environment and
Competition: Analyzing Marketing Environment-Micro, Macro, Impact of environment
on marketing. Corporate Strategic Planning: Defining role of marketing strategies,
marketing planning process. Marketing Information System: Concept and
Components. Consumer Behaviour: Consumer buying process, Factors Influencing
Consumer Buying Behaviour,
Unit –II
Market Segmentation & Targeting: Product differentiation, Positioning for
competitive advantage, Product Decisions: Product Mix, Packaging and Labelling
Decisions, Branding, Brand value & Brand Equity. New Product Development,
Consumer Adoption Process, Product Life Cycle and marketing mix strategies. Services
Marketing and 7Ps framework.
Unit –III
Pricing Decisions: Objectives, Factors Affecting Pricing Decisions, Pricing Methods,
Price Changes, Pricing Strategies.
Promoting Product :Concept of Personal Selling Personal Selling Process, Managing the
Sales Force. Promotion Mix: Advertising, Sales Promotion, Public Relations.
,
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Unit -IV
Supply Chain Decisions Nature, Types, Channel Design and Channel Management
Decisions, Retailing, Wholesaling
Emerging Trends in Marketing: Green Marketing, Event Marketing, Network
Marketing, Social Marketing, Buzz Marketing/ Viral Marketing, Customer Relationship
Management (CRM), Global Marketing, Rural Marketing, E- Commerce, Understanding
Digital Marketing, Understanding Bottom of Pyramid Marketing
Suggested Readings:
Kotler & Koshy, Marketing Management, Pearsons Education
Ramaswamy & Namakumari, Marketing Management, McMillian.
McMEtzel, Walker, Stanton, and Pandit, Marketing Management, Tata
McGraw Hill
Kurtz & Boone, Principles of Marketing, Cengage Learning
Kotler & Armstrong, Principles of Marketing, Prentice Hall
Biplab S. Bose, Marketing Management, Himalaya Publications
Subhash c. Jain, Marketing Management, Cengage Learning
Rajan Saxena,, Marketing Management, Tata McGraw Hill.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 204-18
Course Outcomes: At the end of the course, the student will be able to:
CO1- To explain the basics of Human Resource Management and analyse the evolution of HRM.
CO2- To comprehend the environment of HRM.
CO3: To appraise various functions of HRM that facilitate employee hiring viz. human resource
planning, job analysis recruitment and selection.
CO4: To understand the role of training, development, career planning and performance
appraisal functions in human resource development.
CO5: To examine the provisions of employee health, safety and welfare.
CO6: To analyse the concerns of government, employees and employers in establishing
Industrial relations.
CO7: To illustrate mechanisms adopted by the organizations for settlement of disputes and
grievances
Unit I
Human Resource Management (HRM): Nature, Scope, Objectives and functions of
HRM. Evolution of HRM, HR as a factor of competitive advantage. Organization of HR
department, Line ad staff responsibility of HR managers, competencies of HR Manager.
Personnel Policies and Principles. Strategic HRM: Introduction, Integrating HR strategy
with Business Strategy, Difference between SHRM and HRM. HRM Environment and
Environment Scanning. Human Resource Planning: Meaning, Process and importance,
factors affecting Human Resource Planning. Job Analysis: Process, methods of Job
Description & Job Specification.
Unit 2
Recruitment & Selection: Meaning & Concept, Process & Methods Recruitment &
Selection, Induction & Placement. Training & Development: Meaning & Concept of
Training & Development, Methods of Training & Development, Evaluating training
effectiveness. HRM vs. HRD. Career Planning & Development: concept of career,
career planning, career development, process of career planning and development,
factors affecting career choices, responsibilities of Employers / managers, organization
and employees in career planning and development, career counseling. Internal
Mobility: Promotion, Transfer, Demotion, Separation, downsizing and outplacement.
Unit 3
Performance Appraisal: Meaning & Concept of Performance Appraisal, Methods &
Process of Performance Appraisal, Issues in Performance Appraisal, Potential Appraisal.
Compensation Management- Concept and elements of compensation, Job evaluation,
Wage / Salary fixation, Incentives Plans & Fringe Benefits. Quality of work life
(QWL): Meaning, Concept, Techniques to improve QWL. Health, Safety & Employee
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Welfare, Social Security. Quality Circles: Concept, Structure, Role of Management,
QCs in India.
Unit 4
Industrial Relations: Government’s concerns, Union’s concerns, Management
concerns; Approaches of IR; Dispute Resolution Machinery. Collective Bargaining:
Meaning, Scope, Objectives, Issues and Strategies, steps of collective bargaining,
negotiation skills. Participative Management, Grievance Handling, Disciplining and
Counseling of employees, HRIS, HR Audit. Ethical Issues in HRM. Human Resource
Management practices in India.
Suggested Readings:
Dessler, Gary, “Human Resource Management”, New Delhi, Pearson Education
Asia. 2017 15th Edition
Aswathappa, K.. Human Resource Management, Text and Cases (7th ed.). Mc
Graw Hill.
Flippo, E. Human Resource Management (5th ed.). McGraw Hill.
Ivancevich, J. Human Resource Management (12th ed.). Tata Mc Graw Hill.
Gomez Mejia, L. Managing Human Resources (8th ed.). Pearson Education.
Bratton, J. and Gold, J. Human Resource Management: Theory and Practice (6th
ed.). Palgrave.
Mirza S. Saiyadain. Human Resources Management (4th ed.). Tata McGraw
Hill.
Dale Yoder, Personal Management & Industrial Relations, Tata McGraw Hill
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 205-18
Unit- I
Operations management: concept, functions, transformation process model: inputs,
process and outputs; classification of operations; responsibilities of operations manager,
contribution of Henryford, Deming, Crossby, Taguchi.
Facility Location – importance, factors in location analysis, location analysis techniques.
Product Design and Development – product design and its characteristics, product
development process (technical), product development techniques. Process selection-
project, job, batch, mass and process types of production systems. operations
management in corporate profitability and competitiveness
Unit- II
Facility Layout – Objectives, Advantages, Basic Types of Layouts, Problems in facility
layout. Production Planning & Control (PPC): –Concepts, Objectives, and Functions,
work study – Productivity: Method study; Work measurement. Capacity Planning –
Concepts, Factors affecting Capacity Planning, Capacity Planning Decisions.
Unit- III
Quality Management: Introduction, Meaning, Quality Characteristics of Goods and
Services, Juran’s Quality Trilogy, Deming’s 14 principles, Tools and Techniques for
Quality Improvement, Statistical Process Control Chart, Quality Assurance, Total
Quality Management (TQM) Model Concept of Six Sigma and its Application.
Acceptance Sampling – Meaning, Objectives, Single Sample, Double Sample and
Multiple Sample Plans with sated risk, Control charts for variables – Averages and
Ranges, Control Charts for Defectives – Fraction Defective and Numbers Defective.
Unit- IV
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
JIT and Lean Production System: JIT Approach, Implementation requirements,
Services, Kanban System. Inventory Management: Concepts, Classification,
Objectives, Factors affecting Inventory Control Policy, Inventory Costs, Basic EOQ
Model, Re-order level, ABC analysis. Logistics and Franchising. Purchasing
Management – Objectives, Functions, Methods, Procedure.
Value Analysis: Concepts, Stock Control Systems, Virtual Factory Concept and
Production Worksheets.
Note : Relevant Case Studies should be discussed in class.
MBA 206-21
Unit I
Introduction to Financial Management and Corporate Finance: Meaning,
evolution, objectives, functions and scope of corporate finance. Interface of financial
management with other functional areas, Role of financial manager.
Time Value of Money-Introduction, types of cash flows, future value of single cash flow,
multiple flows and Annuity. Valuation of Securities: Concept of Valuation, Methods
for valuation of equity, debt and hybrid securities.
Sources of Finance–Different sources of finance; long term and Short term.
Unit II
Cost of capital: concept, significance of cost of capital, specific costs and weighted
average cost of capital,
Capital Structure Decision-Capital Structure Theories: Meaning and features of
capital structure decision, Net Income Approach, Net Operating Income Approach,
Traditional Approach, Modigliani-Miller Hypotheses with special reference to the
process of arbitrage and Agency Cost. Determinants of Capital Structure Decision -
Approach to Estimating the Target Capital Structure, EBIT / EPS Analysis and ROI / ROE
Analysis
Unit III
Leverage–Business Risk and Financial Risk– Operating and financial leverage, Trading
on Equity
Capital Budgeting Decision: Nature of investment decisions; process of capital
budgeting, investment evaluation criteria: Discounted and Non-Discounted Methods
(Pay-Back Period, Average rate of return, Net Present Value, Benefit Cost Ratio and
Internal Rate of Return). Risk analysis in capital budgeting and Capital rationing.
UNIT IV
Suggested Readings:
1. Pandey, I. M. (2015). Financial Management, 11th Edition. Vikas Publishing
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
House.
2. Khan, MY. and Jain, PK. (2014). Financial Management, 7th Edition. Tata
McGraw Hill, New Delhi.
3. Chandra, Prasanna. (2015).Financial Management: Theory and Practice, 9th
Edition. Tata McGraw Hill, Delhi.
4. Van Horne. J.C. and J.M. Wachowicz. (2015). Fundamentals of Financial
Management,13th Edition. Prentice Hall, Delhi.
5. Brealey, Richard A; Stewart, C. Myers and Allen, F. (2017). Principles of
Corporate Finance, 11th Edition. McGraw Hill, New York.
6. Bhole, L. M. (2017). Financial Institutions and Markets, 6th Edition. McGraw
Hill.
7. Srivastava, R. M and Divya, N. (2014). Management of Indian Financial
Institutions, 9th Edition. Himalaya Publishing House.
8. Varshney, P. N. and Mittal, DK. (2010). Indian Financial System, 11th Edition.
Sultan Chand & Sons.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
MBA 207-18
Entrepreneurship Development and Project Management
Unit I
Introduction to Entrepreneur: Concept, Characteristics, functions of an entrepreneur,
Entrepreneur Vs Manager, Types of entrepreneurs, Entrepreneurial Mind Set, Key attributes of
an entrepreneur, desirable and acquirable traits and behaviours, Readiness of the entrepreneur:
Right age, right time and right conditions, Myths and Realities of entrepreneurship.
Entrepreneurship and Intrapreneurship: Similarities and variance, Developing
Corporate Entrepreneurship.
Women entrepreneurs:-Meaning, role, problems for women entrepreneurs, Rural
entrepreneurship, social entrepreneurship, Entrepreneurship Development,
Entrepreneurial support systems and role of government in Entrepreneurship
Development.
Unit II
Entrepreneurial Motivation: Concept and Theories, Entrepreneurial Strategy:
Generating and Exploiting New Entry Opportunities, Generation of new Entry
Opportunity, entry Strategy, Risk reduction strategies for New Entry Exploitation
Creativity and Business Idea Generation: Concept of creativity, ideas from trend
analysis, sources of new ideas, Methods of generating new ideas, Creative problem
solving, creativity and entrepreneurship. Entrepreneurial Innovation: Concept and
types, Opportunity Recognition and opportunity assessment plan, product planning and
development process.
Unit III
Protecting Ideas and Legal issues for the entrepreneur. Concept of IPR, Patents,
Trademarks, Copyrights, Licensing, Product Safety, Other Legal Issues in Setting Up An
Organisation. Business Plan Creating and Starting the Venture: Concept of Business
Plan, Scope and Value, Writing the business plan, Using and implementing business plan.
Succession Planning and Strategies for Harvesting and Ending Venture: Exit
Strategy , succession of Business, Selling off, bankruptcy
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Reasons of failure of business plan, Reasons for the failure of entrepreneurial ventures.
Unit IV
Project Management: Concept, facets and Key Issues of project management.
Generation and screening of project ideas, Project Analysis: Market and demand
analysis, Technical analysis, Financial estimates and projection, Project Selection:
Investment criteria, Risk analysis, Social Cost Benefit analysis.
Project Financing: Financing of projects, Concept of Venture Capital in detail,
Difference between Venture Capital and Private Equity. Project Implementation:
Project planning and control, Network techniques for project management: PERT and
CPM Models, Project Review: Post Audit and Administrative Aspects.
Suggested readings:
Fyffe, D. S. (2001). Project Feasibility Analysis. New York: John Wiley and
Sns.
MBAGE 201-18
Course Outcomes: After completing the course, the students shall be able to:
Unit I
Introduction to Computer: Definition of Computer, Features of Modern Computer,
Classification of Computer on the Basis of Generation.
Components of Computer: Input Unit, Output unit, Central Processing Unit Various
Input Devices and Output Devices, Internal and External Memory Storage, RAM,
ROM, PROM, EPROM, Hard Disc, Magnetic Tapes
Unit II
Operating System: Concepts, Definition of Operating System (as Resource Manager,
Processor Manager and Information Manager)
Window: Introduction to Window (Working of Windows, Manipulation of Icon, Menus
and opening different applications simultaneously), Various Versions of Windows, Basic
commands of windows (Creating, Moving, Renaming, Deleting Files/Folders). MS-
Office: Introduction, Components of Office.
Unit III
MS-Word: History, Creating, Saving, Opening, Importing, Exporting and Inserting
document, Formatting pages, Alignment, Paragraphs and Sections.
Indents and Outdents, creating lists and numberings Formatting Commands: Headings,
Styles, Fonts and Size editing, Viewing Text, Finding and Replacing text, Headers and
Footers, Inserting page breaks, Page numbers, Special Symbols and Dates Mail merge,
Preview and Printings command.
MS-PowerPoint: History, Creating, Saving, Opening, existing presentation, Creating
and Saving a Presentation using Auto Content Wizard, Design Template, Blank
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Presentation the Slide Sorter View, Slide Show, Inserting pictures and graphics and
Printing Slides.
Unit IV
MS-Excel: Introduction, Components of Excel History, Creating, Saving, Opening,
Spreadsheet, Formatting numbers and Text, Graph and Chart Formatting Commands,
Menu Bar, Toolbars, Producing Charges, Protecting Cell Macro and Printing Operation,
Spell Checking, Cell Editing, Calculation of various Financial and Statistical Functions
using Formulas.
MS Access: Introduction to Data Base and Access: Viewing and Editing Data; Sorting
and Indexing Printing Reports and Labels, Managing Multiple Tables. Forms, Queries,
Reports.
Suggested Readings:
MBA 301-18
Organizational Behaviour & Design
Course Objective: The course aims to provide an understanding of basic concepts, theories and
techniques in the field of human behaviour at the individual, group and organizational levels in
the changing global scenario at workplace.
Course Outcomes: Upon completion of this course, students will be able to:
CO1- To explain the basics of Orgnaizational behaviour and various challenges for OB in
national and global environment.
CO2- To illustrate the foundations of Individual Behaviour and analyse the influence of
individual level factors viz. learning, personality, perception, attitude and motivation on
behaviour in organizations.
CO3: To assess the significance of leadership and role of leadership styles in effectiveness of the
team. CO4: To examine the dynamics of group development, group properties and formation of
organizational culture.
CO5: To demonstrate dimensions of organisational design and types of organisational structure
and to analyse the influence of environment on organisational design.
CO6: To interpret the effect of political climate (conflict, power and politics) on human
behaviour.
Unit 1
Organisational Behaviour: Meaning, foundations, contributing disciplines to OB, Challenges
and opportunities for OB.
Individual Behaviour: Foundations of individual behaviour, Determinants of individual
behaviour.
Learning and Reinforcement: Theories of learning, Schedules of reinforcement, Behaviour
modification.
Emotions and Moods: Types and sources of emotions, emotional intelligence, managing
emotions at work place.
Unit 2
Personality: Determinants of personality, The Myers-Briggs Type Indicator model of
personality, The Big five model of personality, traits of personality.
Attitudes & Values: sources and types of attitude, cognitive dissonance theory, Types of
attitudes at work place, attitude change.
Unit 3
Transactional analysis: Ego states, life positions, Johari window model.
Foundations of Group Behaviour: Nature and concept of group, Group formation, stages of
group formation, theories of group formation, Types of teams, issues in team management.
Group Properties: Roles, norms, status, size, cohesiveness and decisions making in groups.
Stress management: sources of stress, approaches for stress management.
Organizational culture: meaning, concept and dimensions of organizational culture, developing
organizational culture, cultural differences.
I.K.G. Punjab Technical University
MBA Batch 2021 onwards
Unit 4
MBA 302- 18
Marketing Research
Objective: The course aims to provide an understanding of basic concepts, theories and statistical
techniques used in research. Students will also be given exposure to use and apply SPSS.
Course Outcomes: Upon completion of this course, students will be able to:
CO1: Understand the process of marketing research and its application in managerial
decision making
CO2: Identify various sources of data for marketing research.
CO3: Examine different research methods and be able to apply them.
CO4: Identify different research designs and develop a research proposal.
CO5: Design an effective questionnaire and test reliability and validity of the scales.
CO6: Apply different methods of data preparation and data analysis.
Unit I
Marketing Research: Definition, Nature and Scope for marketing decision making. Marketing
Research Process. Types of Research – Descriptive research, Exploratory Research and Causal
Research.
Sources of Data: Commercial (Syndicated) and Non-commercial Sources of Secondary Data for
Marketing Research.
Unit II
Casual Research Designs: Basic designs – After-only design, Before-After design, After only
with control group design, Before-After with control group design, Time Series Design Latin
Square Design, Factorial Design, Ex-Post Facto Design, Completely Randomized Design,
Randomized Block Design.
Observation Research: Direct Observation, Indirect Observation, Observational Variables.
Developing Research Proposal: purpose, nature and evaluation, content and format.
Unit III
Unit IV
Data Preparation: Understanding SPSS, Creating SPSS Sheet; Entry of Data in SPSS; Basic
computations of Descriptive Statistics.
Basic Data Analytic Techniques: Assessing Reliability; Computing Coefficient Alpha Scale
Refinement and Item Analysis.
Advanced Data Analytic Techniques: Correlation Analysis, Factor Analysis, Regression
Analysis.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Suggested Readings:
1. Malhotra N.K., Marketing Research, Pearson Education, New Delhi, 2012.
2. D R. Cooper, &P.S,Schindler, Business Research Methods, Tata McGraw Hill.
3. Thomas C. Kinnear and James R. Taylor, Marketing Research-An Applied Approach,
McGraw Hill
4. Paul, E. Green and Donald, S. Tull, Research for Marketing Decisions, Prentice Hall of India
Pvt. Ltd., Delhi.
5. Harper, W. Boyd, (Jr.), Ralph Westfall and Tandoy, F. Stasch, Marketing Research, All India
Travelers Bookseller, Delhi, 2002.
6. Ramanuj Majumdar Marketing Research, Wiley Eastern Ltd., New Delhi, 1991.
7. David J. Luck and Ronald S. Rubin, Marketing Research, Prentice Hall of India, 1990.
8. Nargundkar R, Marketing Research, Tata McGraw Hill, New Delhi, 2002.
9. Churchill & Israel, Marketing Research, Cengage Learning
10.Zikmund, Essentials of Marketing Research, Cengage Learning.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
HVPE 101-18
HUMAN VALUES, DE-ADDICTION AND TRAFFIC RULES
Thus, this course is intended to provide a much needed orientational input in Value
Education to the young enquiring minds.
Course Methodology
The methodology of this course is universally adaptable, involving a systematic
and rational study of the human being vis-à-vis the rest of existence.
It is free from any dogma or value prescriptions.
It is a process of self-investigation and self-exploration, and not of giving
sermons. Whatever is found as truth or reality is stated as proposal and the
students are facilitated to verify it in their own right based on their Natural
Acceptance and Experiential Validation.
This process of self-exploration takes the form of a dialogue between the teacher
and the students to begin with, and within the student himself/herself finally.
This self-exploration also enables them to evaluate their pre-conditionings and
present beliefs.
7. Understanding human being as a co-existence of the sentient ‘I’ and the material
‘Body’
8. Understanding the needs of Self (‘I’) and ‘Body’ - Sukh and Suvidha
9. Understanding the Body as an instrument of ‘I’ (I being the doer, seer and
enjoyer)
10. Understanding the characteristics and activities of ‘I’ and harmony in ‘I’
11. Understanding the harmony of I with the Body: Sanyam and Swasthya; correct
appraisal of Physical needs, meaning of Prosperity in detail
12. Programs to ensure Sanyam and Swasthya
- Practice Exercises and Case Studies will be taken up in Practice Sessions.
Text Book
R R Gaur, R Sangal, G P Bagaria, 2009, A Foundation Course in Value Education.
Reference Books
1. Ivan Illich, 1974, Energy & Equity, The Trinity Press, Worcester, and HarperCollins,
USA
2. E.F. Schumacher, 1973, Small is Beautiful: a study of economics as if people
mattered, Blond & Briggs, Britain.
3. A Nagraj, 1998, Jeevan Vidya ek Parichay, Divya Path Sansthan, Amarkantak.
4. Sussan George, 1976, How the Other Half Dies, Penguin Press. Reprinted 1986,
1991
5. PL Dhar, RR Gaur, 1990, Science and Humanism, Commonwealth Purblishers.
6. A.N. Tripathy, 2003, Human Values, New Age International Publishers.
7. Subhas Palekar, 2000, How to practice Natural Farming, Pracheen(Vaidik) Krishi
Tantra Shodh, Amravati.
8. Donella H. Meadows, Dennis L. Meadows, Jorgen Randers, William W. Behrens III,
1972, Limits to Growth – Club of Rome’s report, Universe Books.
9. E G Seebauer & Robert L. Berry, 2000, Fundamentals of Ethics for Scientists &
Engineers , Oxford University Press
10. M Govindrajran, S Natrajan & V.S. Senthil Kumar, Engineering Ethics (including
Human Values), Eastern Economy Edition, Prentice Hall of India Ltd.
11. B P Banerjee, 2005, Foundations of Ethics and Management, Excel Books.
12. B L Bajpai, 2004, Indian Ethos and Modern Management, New Royal Book Co.,
Lucknow. Reprinted 2008.
Relevant CDs, Movies, Documentaries & Other Literature:
1. Value Education website, http://uhv.ac.in
2. Story of Stuff, http://www.storyofstuff.com
3. Al Gore, An Inconvenient Truth, Paramount Classics, USA
4. Charlie Chaplin, Modern Times, United Artists, USA
5. IIT Delhi, Modern Technology – the Untold Story
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
HVPE 102-18
Human Values, De-addiction and Traffic Rules (Lab/Seminar)
One each seminar will be organized on Drug De-addiction and Traffic Rules. Eminent
scholar and experts of the subject will be called for the Seminar atleast once during the
semester. It will be binding for all the students to attend the seminar.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
MBA 921-18
Consumer Behaviour
Course Objective: The objective of this course is to help students understanding various
factors affecting consumer behavior and to understand the process of consumer buying.
Based on the understanding of consumer behavior, the students are expected to design
the strategy.
Course Outcomes: Upon completion of this course, students will be able to:
CO1: Provide an understanding of how consumers make decisions.
CO2: Analyze personal and environmental factors that influence consumer decisions.
CO3: Understand the processes used when individuals, group or organizations make
buying decisions.
CO4: Understand how and why marketers craft particular messages to appeal to
consumers.
CO5: Understand the interrelationship with other functional areas of business as a part
of the management process.
CO6: Assess the process of opinion leadership and its relationship with firm’s
promotional strategy.
UNIT – I
Introduction to Consumer Behaviour
Consumer Behaviour: Scope, importance and interdisciplinary nature. Consumer
Research Process: Qualitative and Quantitative research. Market Segmentation: Uses
and bases of segmentation. Emerging trends in consumer behavior: Consumer
behavior in online space. Use of Information technology and AI in consumer profiling
and engagement, concept of materialistic vs spiritualistic consumption.
UNIT – II
Individual Determinants of Consumer Behaviour
Motivation: Nature and Types of Motives, Process of motivation, types of Needs.
Personality: Theories, Product Personality, Self Concepts. Consumer Perception:
Concept and Elements of Perception, Consumer Imagery, Perceived Risk. Consumer
Learning: Behavioural and Cognitive Learning Theories. Consumer Attitude:
Functions of Attitude and Sources of Attitude Development, Attitude formation Theories
(Tricomponent, Multi attribute and Cognitive Dissonance), Attitude Change Strategies.
UNIT – III
External Influences on Consumer Behaviour
Group Dynamics and Reference Groups: Consumer relevant groups, Types of Family:
Functions of family, Family decision making, Family Life Cycle (Modern and
Traditional) Culture: Values and Norms, Characteristics and influence on Consumer
Behaviour, sub culture, Cross cultural consumer behavior. Social Class: Categories,
Measurement and Applications of Social Class.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
UNIT – IV
Suggested Readings:
1. Schiffman, L.G. and Kanuk, L.L., Consumer Behavior, Prentice Hall of India
2. Loudon, D. and Bitta, D., Consumer Behaviour, Tata Mc Graw Hill
3. Assael, H., Consumer Behaviour in Action, Cengage Learning
4. Blackwell, R.D., Miniard, P.W. and Engel, J.F. , Consumer Behaviour,Thomson
Learning
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
MBA 922-18
Services Marketing
Course Objective: The objective of this course is to help students understanding various
factors affecting consumer behavior and to understand the process of consumer buying.
Based on the understanding of consumer behavior, the students are expected to design
the strategy.
Course Outcomes: Upon completion of this course, students will be able to:
CO1: Understand the fundamental concepts of service marketing and its functions. CO2:
Identify the role and significance of various elements of service marketing mix. CO3:
Analyze customer requirement, measure service quality and design and deliver better
service.
CO4: Analyze integrated services marketing communications and services marketing
triangle.
CO5: Examine various pricing strategies and pricing approaches in service sectors.
CO6: Understand service marketing applications in different service sectors.
UNIT – I
UNIT – II
UNIT – III
Delivering and performing service through employees and customers: service culture,
employee‘s role, strategies to deliver quality, cycle of failure, mediocrity and success, self
service technologies and Customer Participation. Delivering services through
intermediaries: Nature and types of intermediaries, role of electronic channels in service
delivery. Managing demand and capacity: Waiting line strategies integrated. Integrated
Services Marketing Communications and Services marketing triangle
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
UNIT – IV
Suggested Readings:
1. Zeithmal A Valarie and Bitner Mary, Services Marketing, Tata McGraw Hill,
New Delhi.
2. Lovelock, Christopher H. Services Marketing, Pearson Education, New Delhi
3. P.K.Sinha and S.C.Sahoo, Services Marketing, Himalaya Publishing House,
New Delhi
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
MBA 911-18
Course Objective: This course aims to acquaint students with the market microstructure
of financial markets and understanding of economic, industrial and company analysis. It
shall also enable them to understand the valuable linkage between modern theories of
finance and the analytical techniques used by investors for valuing securities and
construct portfolios to achieve investor’s investment goals.
Course Outcomes: Upon completion of this course, students will be able to:
CO1 – To familiarize the students about the basic concepts, various investment avenues,
process of investment and market microstructure of financial markets.
CO2 - To enable students to understand the operation of primary as well as secondary
markets in India and to understand the concepts of risk and its measurement.
CO3 – To familiarize the students with the concepts and process of fundamental analysis
so that they may understand the impact of various environmental factors on investment
valuation..
CO4 – To explain the concepts and process of technical analysis and enable the students
to understand the role of daily price movements in portfolio management.
CO5 – To explain the concepts, process and techniques for portfolio construction,
evaluation and revision.
CO6 – To familiarize the students about the financial derivatives and computation of
their expected payoffs.
Unit I
Unit II
Unit IV
Portfolio Theory: Markowitz Model, Capital Asset Pricing Model, Single-index model,
Arbitrage Pricing Theory. Market Efficiency and Behavioral Finance
Suggested Readings
1. Reily and Brown, Investment Analysis and Portfolio Management, Cengage,
New Delhi
2. Bodie, Kane, Marcus and Mohanty, Investments, Tata McGraw Hill, New Delhi
3. Fisher DE and Jordon RJ, Security Analysis and Portfolio Management, PHI,
New Delhi
4. Hirt and Block, Fundamentals of Investment Management, Tata McGraw Hill,
New Delhi
5. V. A. Avdhani ‘Security Analysis and Portfolio Management’ Himalaya
Publications
6. Preeti Singh ‘Investment Management’ Himalaya Publications
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
MBA 912-18
Management of Financial Services
Course Objective: The objective of the course is to understand role of Financial Services
in Business organizations and to give an insight into the strategic, regulatory, operating
and managerial issues concerning select financial services. In addition, the course will
examine the present status and developments that are taking place in the financial
services sector and developing an integrated knowledge of the functional areas of
financial services industry in the real services industry in the real world situation.
Course Outcomes: Upon completion of this course, students will be able to:
CO1: To understand the concept of financial services and their importance.
CO2: To know the structure and schemes of mutual funds.
CO3: To understand the importance and process of Dematerialisation and
remateralisation.
CO4: To know the structure and system of credit rating ,leasing ,merchant banking and
venture capital.
CO5: To know the process and importance of factoring and securitisation.
CO6: To understand the process of asset liability management and risk management in
banks.
Unit I
Financial Services: Meaning, types and their importance. Financial sector reforms in
India, Future challenges for Indian banks, Improving risk management systems,
Banking and the Management of Financial Services
Mutual Funds and Pensions Funds, Insurance Services, Bank assurances, Reinsurances,
Venture Capital –Private Equity –strategic secrets of private equity, Investment
strategies, Hedge funds, E banking, Securitization –Indian Banking and Financial crisis,
Asset Reconstruction Companies, Depositaries, Credit Cards, Micro/Macro finance,
Financial Inclusion, Behavioural Finance.
Depository – Introduction, Concept, depository participants, functioning of depository
systems, process of switching over to depository systems, benefits, depository system in
India, Dematerialization and Re materialization. Role, objectives and functions of SEBI
and its guidelines relating to depository system.
Unit II
Credit rating: The concept and objective of credit rating, various credit rating agencies
in India, Credit Rating Agencies –Importance, Issue, Difference in credit rating, Rating
methodology and benchmarks, Are Indian Credit Rating Credible? International credit
rating agencies –crisis of confidence?
Leasing: Concept and development of leasing, business, difference between leasing &
hire purchase, types of leasing business, advantages to lessor and lessee. Tax aspect of
leasing.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Merchant Banking: Origin and development of merchant banking in India scope,
organizational aspects and importance of merchant bankers. Latest guidelines of SEBI
w.r.t. Merchant bankers.
Venture Capital: Concepts and characteristics of venture capital, venture capital in
India, guidelines for venture capital.
Unit III
Debt Securitization: Meaning, Features, Scope and process of securitization.
Factoring: Development of factoring types & importance, procedural aspects in
factoring, financial aspects, prospects of factoring in India.
Plastic Money: Concept and different forms of plastic money – credit and debit cards,
pros and cons. Credit process followed by credit card organizations. Factors affecting
utilization of plastic money in India.
Unit IV
Asset Liability Management: Significances, ALM process, Techniques – Gap,
Duration, Simulation, Value at Risk value of equity and market value of equity
perspective.
Risk Management in Banks: Credit risk management, Operational risk management,
Market risk management, Corporate treasury management, Liquidity risk management,
Governance risk and compliance, Asset Liability Management and Basel 2 – Basel 1 and
2, IPR and Basel 2, Three Pillars, ALM and Interest rate swaps, Swaps as a risk
management tool, ALM and Capital Adequacy, ALM Software’s.
Note: Relevant Case Studies should be discussed in class.
Suggested Readings:
1. M Y Khan ‘Financial Services’ Tata McGraw-Hill.
2. L M Bhole ‘Financial Instructions & Markets’ Tata McGraw-Hill
3. S Gurusamy ‘ Financial Services & System’ Thomson Publications
4. V. A. Avdhani ‘ Financial Services in India’ Himalaya Publications
5. Gordon & Natarajan ‘ Financial Markets & Services’ Himalaya Publications
6. Vasant Desai ‘Financial Markets & Financial Services’ Himalaya Publications
7. Harrington, S. E. (2004). Risk management and insurance: Instructor manual (2nd ed.).
New York: McGraw- Hill Publishing Company.
8. Madura, J. (2009). Financial markets and institutions (9th ed.). USA: South Western
College.
9. McDonald, S. S., & Koch, T.W. (2009). Management of banking (7th ed.). USA:
Cengage Learning.
10. Mishkin, F.S., & Eakins, F.S. (2009) financial markets and institutions. (6th ed.).
New Delhi: Pearson Education.
11. Rose, P.S. (2008).Bank management and financial services (8th ed.) USA:
McGraw-Hill Education.
12. Saunders, A., & Cornett, M.M. (2007). Financial institutions management: A risk
management approach (6th ed.). New Delhi: McGraw-Hill.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
MBA 931-18
Organizational Change and Development
Course Objective: This course aims to introduce students to theories and concepts of
organizational change and development and also it enhances the knowledge and
understanding of organizational interventions terminology and provides students with the
opportunity to apply the key concepts to practical organizational situations.
Course Outcomes: Upon completion of this course, students will be able to:
CO1:Develop understanding of organization change and Define, explain and illustrate
theories of planned change, their relevant foundations, strengths and weaknesses.
CO2:Recognize and comment on issues and problems arising out of organizational
change initiatives.
CO3:To Understand concepts related to system theory, Action Research and Models,
CO4:Understand the role of various intervention strategies in organizational
development.
CO5:Facilitate organizational change; and apply diagnostic models and concepts to
change issues at the organizational, group and individual levels.
CO6: Examine various issues in the relationship between client and consultant
relationship.
Unit –I
Unit –II
Action Research and OD, Action Research: A Process and an Approach. Managing
OD Process: Diagnosis, The Six-Box Model, Third Waves Consulting, Nature of OD
intervention, Analysis of Discrepancies, Phases of OD Program, Model of Managing
Change, Creating Parallel Learning Structures.
OD Interventions: An overview, characteristics of OD interventions. Structural
Interventions, Training Experience: T-Groups, Behavioral Modeling and Career
Anchors.
Unit –III
Unit –IV
Issue in Consultant-Clint Relations: Entry and contracting, defining the client system,
trust, the nature of the consultant’s expertise, diagnosis and appropriate, interventions,
depth of intervention, on being absorbed by the cultural, the consultant as a model, the
consultant team as a microcosm, the dependency issue and terminating the relationship,
ethical standards in OD, Implications of OD for the Client. Contemporary Issues in OD.
OD and Quality Movement, OD- Now and Beyond.
Suggested Readings:
1. Wendeel L. French, Cecil H. Bell : Organization Development Prentice Hall
2. Richard Beckhard: Organization Development Strategies & Models Tata Mc Graw
Hill.
3. Blake, Robert & Mouton : Building a Dynamic Corporate through Grid OD,
Homewood
4. Thomas H, Patten Organization Development through Team Building , Thomas
Publication
5. Edgar F. Huse : Organization Development & Change, Thomas Publication
6. Burke W.W.: Organization Development Principles & Practice, Sage Publication
7. S. Ramnarayan & Kuldeep Singh and T.V. Rao: OD – Interventions & Strategies,
Response Books, New Delhi.
8. S. Ramnarayan, and T.V. Rao : OD – Accelerating Learning & Transformation, Sage,
New Delhi
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
MBA 932-18
Employee Relations
Course Objective: The aim of this course is to help students to understand basics of
labour laws and industrial relations applicable in various business houses.
Course Outcomes: Upon completion of this course, students will be able to:
CO1: Understand establishing & maintaining a sound relationship between the worker
& the employer.
CO2: Understand the significance & functioning of Trade Unions.
CO3: Identify the simmering issues which might take the form of a dispute in the
workplace.
CO4: Examine various provisions laid down by laws to settle disputes in the
organizations.
CO5: Assess the importance of various Acts in Industrial Relations.
CO6: Comprehend the concept and classification of labour welfare.
Unit –I
Unit –II
Unit –III
Unit –IV
Maternity Benefit Act,1961, ESI Act 1948, Provident Fund and Miscellaneous
Provisions Act, 1951.
I.L.O and social Security. The concept of Labour welfare: definition, Scope and
Objectives, classification of welfare work, agencies for welfare work. Agencies for
administering labour welfare laws in India.
Course Objective: This course aims to familiarize the students with organization
perspective from strategic viewpoint integrating different functional areas of
management. The aim is to develop an understanding of how organizational strategies
are formulated and implemented in a changing global environment.
Course Outcomes: After studying this course, the students should be able to:
CO1: Understand the concepts of strategic management process and strategic decision
making process.
CO2: Discuss various techniques of external as well as internal environmental analysis
of business.
CO3: Explain various business level and corporate level strategies for the growth of the
business along with their implications.
CO4: Illustrate the issues involved in strategy implementation and the role of leadership,
communication and organizational structure in implementation of strategy.
CO5: Develop various functional plans for successful implementation of strategy.
CO6: Understand organisational systems and techniques of strategic evaluation and
control.
Unit I
Unit II
Industry analysis- Porter’s Five Forces Model; Strategic Group Mapping; Industry
Driving Forces; Key Success Factors, External Factor Evaluation Matrix.
Internal Environment Analysis – Organisational capabilities in various functional
areas and Strategic Advantage Profile. Resource based view of an organization: VRIO
Framework; Value Chain Analysis; Competitive Advantage and Core Competency,
Identification of Critical Success Factors (CSF). Internal Evaluation Factor Matrix.
Business Level Strategies – Porter’s Framework of Competitive Strategies: Cost,
Leadership, Differentiation and Focused Strategies, Location and timing tactics.
Concept, Importance, Building and use of Core Competence.
Unit III
Corporate Level Strategies – Expansion (growth)-Horizontal and Vertical
Integration, Strategic outsourcing, Related and Un-related Diversification, International
Entry Options, Corporate restructuring. Concept of Synergy, Mergers & Acquisitions,
Stability, harvesting and Retrenchment and Combination strategies.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Strategic Analysis and choice (Multi Business Strategies: Portfolio Strategies) – BCG,
GE Nine cell, Product life cycle Matrix).
Unit IV
Strategy Implementation– Strategy- Structure Fit: Resource allocation, Projects and
Procedural issues. Organisation structure and systems in strategy implementation.
Leadership and corporate culture. Operational and derived functional plans to implement
strategy. Integration of functional plans.
Strategy Evaluation and Control – Nature of Strategy Evaluation; Strategic control
and operational Control. Organistional systems and Techniques of strategic evaluation,
Strategy Evaluation Framework; The Balanced Score Card.
Suggested Readings:
Thompson, Arthur A Jr.; Strickland A J III; Gamble, John E and Jain,
Arun K. “Crafting and Executing Strategy. The Quest for Competitive
Advantage - Concepts and Cases”, Tata McGraw, New Delhi.
Kazmi, Azhar, Strategic Management, Tata Mc .Graw
Wheelen Thomas L. & Hunger J. David; Concepts in Strategic
Management and Business Policy; Pearson Education
Pearce III, John A, Robinson, Jr., Richard B and Mittal, A “Strategic
Management:Formulation, Implementation and Control. Tata McGraw
Hill.
David, R Fred, “Strategic Management- Concepts and Cases”, Pearson
Education, India.
Hill, Charles W L and Jones Gareth R, “An Integarated Approach to
Strategic Management” Cengage Learning
Pitts, Robert A and Lei, David. “Strategic Management Building and
Sustaining Competitive Advantage”, Thomson, India
Porter, M.E., Competitive Advantage: Creating and Sustaining Superior
Performance, Free Press, New York.
Course Outcomes: After successfully completing this course, students will be able to:
CO1: Apply the key terms, definitions, and concepts used in integrated marketing
communications.
CO2: Conduct and evaluate marketing research and apply these findings to develop
competitive IMC Programme.
CO3: Examine the role of various promotional strategies such as advertising, direct
marketing, sales promotion and PR in effectiveness of marketing communication.
CO4: Understand and apply the concepts of sales management and organization.
CO5: Develop sales related marketing policies such as product policies, distribution
policies & pricing policies.
CO6: Explain various sales operations such as sales budget, sales territories, sales
Quota’s, control of sales, sales meeting and sales contest, organizing display, showroom
and exhibition.
UNIT I
Role of IMC in marketing process: IMC planning model, IMC components.
Communication process, steps involved in developing IMC programme, Effectiveness
of marketing communications, Purpose, Functions, Types of IMC. Advertising
management: Advertising appeals, advertising designs, Advertising agencies,
Advertising Budgeting, Media planning and evaluation, Media strategy: Creativity,
Elements of creative strategies and its implementation.
UNIT II
Direct Marketing: Features, Advantages/Disadvantages, strategies in Direct Marketing
Promotion: Meaning, Importance, tools used, push pull strategies, Publicity/ Public
relations: Meaning, Objectives, strategies and tools of public relations. Corporate
Advertising Role, Types, Limitations, Monitoring, Evaluation and control:
Measurement in advertising, various methods used for evaluation, Pre-testing, Post
testing. International Advertising: Global environment in advertising, Internet
advertising: Meaning, Components, Advantages and Limitations, Types of Internet
advertising.
Unit- III
Unit- IV
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Sales Operations: Sales budget , sales territories, sales Quota’s, control of sales , sales
meeting and sales contest, organizing display , showroom and exhibition. Sales
manager- Qualities and functions , types of salesman , psychology of customers .
Suggested Readings
1. Kenneth . E. Clow and Donald Baack, “Integrated Advertising, Promotion and
Marketing Communication”, Prentice Hall of India
2. Philip j. Kitchen and Patrick D. Pelsmacker, “Integrated Marketing
Communication- A Primer”, Routledge London.
3. Spiro, Stanton and Rich “Management of a Salesforce”, Tata McGraw Hill; 11th
Edition.
4. Richard R Still, Cundiff W Edward Govoni A P Norman, “Sales Management:
Decision Strategy and Cases”, Pearson Education; 5th Edition.
5. Mark W. Johnston & Greg W. Marshall, ‘Sales Force Management’, Tata
McGraw-Hill
6. Rosenbloom, Bert, ‘Marketing Channels: A Management View’, Cengage
Learning,
7. Havaldar, K. K. and Cavale, VM. ‘Sales and Distribution Management’, Tata
McGraw Hill,
8. Chunawalla, S.A. Sales and Distribution Management, Himalaya Publishing
House
Course Objectives: This course enables students to understand the evolution of retailing
and the strategic role of retailing in the distribution of consumer goods and services. The
content of the course is useful for students interested in a retail career, working for
companies that interface with retailers, or interested in owning or running a retail
business.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Course Outcomes: After studying this course, the students should be able to:
Unit - I
Introduction to Retailing: Economic Significance, Opportunities in Retailing, Retail
Management Decision Process
Retailing in India: Evolution of Retail in India, Drivers of Retail Change and
Challenges to Retail Development in India.
Unit-II
Types of retailers: Food Retailers, General Merchandise Retailers, Non-Store Retail
Formats, Services Retailing, Types of Ownership.
Retail Models & Theories of Retail Development: Evolution of Retail Formats,
Theories of Retail Development, Concept of Life cycle in Retail, Business Models in
Retail
Unit-III
Managing the Store: Store Management Responsibilities, Recruiting & Selecting
Store
Employees, Socializing & Training New Store Employees Motivating, Managing &
Evaluating Store Employees.
Store Layout, Design & Visual Merchandising: Objectives of Good Store Design,
Store Layout. Space Planning and Merchandise Presentation Techniques.
Atmospherics.
Unit-IV
Customer Service: Strategic Advantages Through Customer Service, Customer
Evaluation of Service Quality, GAPS Model for improving Retail Service Quality.
Application of IT to Retailing: Growing Role of IT in Retailing, IT for Competitive
Advantage, Data Mining, Database Marketing, Business Intelligence. International
Retailing: International Retail Structures, MotiChain Integration.
Suggested Readings:
1. Levy, Michael and Barton A. Weitz (2003), Retail Management, Tata McGraw Hill,
5th
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Edition.
2. Sinha, P. K. and Uniyal, D. P. (2007), Managing Retailing, Oxford, 1st Edition.
3. Newman, Andrew J. and Peter Cullen (2007), Retailing: Environment and
Operations, Thomson,
4. 1st Edition.
5. Pradhan, Swapna (2007), Retail Management – Text and Cases, Tata McGraw Hill,
2nd
Edition.
6. Cox, Roger and Paul Brittain (2004), Retailing – An Introduction, Pearson
Education, 5th
Edition.
7. Gilbert, David (1999) Retail Marketing Management, Prentice Hall, 1st Edition.
8. Dunne, Patrick M; Robert F. Lusch and David Griffith (2002), Retailing, Thomson
Course Outcomes: After successfully completing this course, students will be able to:
CO1: Assess the challenges in international marketing and understand various
international market entry strategies.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
CO2: Evaluate international marketing environment and identify various international
trade barriers and regional blocks.
CO3: Develop international product, pricing and communication policy and examine
international distribution system.
CO4: Discuss the evolution of social media marketing and identify various benefits and
applications of social media.
CO5: Explain how to develop effective social media marketing strategies for various
types of industries and businesses.
CO6: Describe the major social media marketing portals that can be used to promote a
company, brand, product, service or person.
Unit-I
Definition and challenges of international marketing, Reasons for going international,
International Market Segmentation and Positioning; International Market Entry
Strategies: Screening and Selection of Markets; Methods to enter International markets.
International Marketing environment: political, legal, environmental, socio Cultural
and Technological environment, Country Risk Analysis, International Economic
environment: IMF, WTO, International Monetary System, International Trade
Barriers: Tariff and Non-Tariff. Regional Blocks: European Union, NAFTA, SAARC,
ASEAN, International Marketing Research.
Unit-II
EXIM policy of India, export promotion organizations, incentives, Export documents.
organisation and structure of export and import houses. International product and
pricing policies: Product standardization & adaptation, international pricing strategies.
International distribution system: International distribution channels, types, role of
internet in international distribution International communication policy:
communication strategies in international marketing, international promotion mix.
Unit III
Introduction to Social Media Marketing: Evolution, from traditional to Modern
marketing, Rise of internet and E concepts. Emergence of social media marketing as a
tool. Social media Channels: Types and models, Social media benefits and
applications. Social media marketing framework. Consumer behavior on the
Internet: Basics, evolution of the digital consumer, managing consumer demand.
IMC. Social media marketing strategies: Introduction, defining social media
marketing mix, social media marketing planning, social media marketing marketing
channels.
Unit IV
Social media marketing campaign: Elements of marketing campaigns, implementing
social media marketing campaigns, SEM, SEO, Content marketing, Social media
execution, campaign analytics and ROI, Managing social media marketing revenue:
social media marketing revenue sources, managing service delivery and payments,
Emerging trends in social media marketing: Big data, IOT, Content Creation and
Sharing: Blogging, micro blogging, Streaming Video, Podcasts, and Webinars.
Note: Relevant Case Studies should be discussed in class.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Suggested readings
Course Outcomes: After studying this course, the students should be able to:
CO1: Understand what a product is, the various levels which make it up, and different
types of products.
CO2: Examine various challenges and issues involved in product planning and
development.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
CO3: Discuss and apply the concepts of test marketing and market entry of a product.
CO4: Recognize the features and importance of a brand and conduct branding research.
CO5: Understand the concept of brand loyalty and measuring brand performance.
CO6: Describe the role of various branding strategies in brand equity management.
Unit I
Product management: meaning, importance of the product manager’s job, planning
and control systems for product management, product portfolio planning and
analysis, Mapping, understanding company product/brands and competitive brand
market position, Impact of global forces on products.
Unit II
Product planning and development: Meaning, objectives, Strategic reasons, processes
challenges and issues, Forecasting demand, Estimating market opportunity, test
marketing, types, design issues, Evaluation of test marketing results, Market entry
decisions - Launching new product programs, National launching of new products,
Tracking the launch, absorbing the new product in the mix.
Unit III
Basic understanding of brands: concepts and process, significance of a brand, brand mark and trade mark,
Different types of brand: family brand, individual brand, private brand, Co-branding, selecting a brand
name. Functions of a brand: branding decisions, influencing factors. Understanding customer-cased
brand equity. Monitoring brand performance. Branding research: Designing and implementing branding
research, Brand design and structures.
Unit IV
Brand loyalty: loyalty programs, Building strong brands. Measuring brand performance, Brand
extensions. Brand Equity Management: Brand Equity Measurement, Brand Leverage, Global Branding
strategies, Brand Audit, Role of Brand Manager, Branding challenges & opportunities. Brand
rejuvenation and re-launch, brand development through acquisition takes over and merger, relaunching
the brand, need, methods and success rate
Suggested readings:
1. Keller, Kevin Lane, Strategic Brand Management : Building, Measuring and Managing
Brand Equity, Prentice Hall of India, Third Edition, (2008).
2. Aaker, David A., Managing Brand Equity: The Free Press, (1991).
3. Kapferer, Jean-Noel, The New Strategic Brand Management, Kogan Page 3rd Edition,
(2008).
4. Sengupta, Subroto, Brand Positioning, Tata McGraw-Hill Publishing, 2nd Edition,
(2005).
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
5. Venugopal ‘Product and Brand Management’ Himalaya Publications
Course Objective: The primary objective of the course is to make the students
understand how behavioural bias affects the classical financial theory.
Course Outcomes: After studying this course, the students should be able to:
CO1: Understand and differentiate between different theories of behavioural finance.
CO2: Examine the concepts of bounded rationality.
CO3: Discuss various anomalies in the market giving rise to behavioural bias.
CO4: Describe the basis of behavioural bias of professional investors trading in market.
CO5: Understand the concept of market efficiency and will be able to relate it with the
concept of behavioural finance.
CO6: Describe the challenges to the efficient market hypothesis.
Unit I
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Introduction: Meaning, features and scope of behavioural finance. Rational
Expectations Paradigm and the Behavioural Challenge
Theories of Behavioural Finance: Agency theory, Prospect theory, Reasoned emotions;
Overreaction and optimism, Rationality to psychology, Neo-classical finance and
Efficient Market Hypothesis
Unit II
Unit III
Investor behaviour: Types of investors – on the basis of risk appetite and investment
exposure, Conformity, Contrarian investing, Social forces selfishness or altruism, Group
psychology on Board, Resistance to recognising failure, Conflict of interest. Value
investing and growth investing. Stock market bubbles.
Unit IV
Suggested Readings:
Course Outcomes:
1) To explain the popularity of merger and acquisition strategies in firms competing
in the global economy.
2) To describe the reasons why firms use an acquisition strategy to achieve strategic
competitiveness.
3) To describe the issues that are significant in valuation decisions, and the factors
which work against achieving success when using an acquisition strategy.
4) To define the restructuring strategy and distinguish among its common forms.
5) To explain the regulatory aspects of mergers, acquisitions and corporate
restructuring.
UNIT-I
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Introduction to Mergers, Acquisitions and Corporate Restructuring: Evolution, Need and
Reasons/Motives for Mergers and Acquisitions. Forms of Corporate Restructuring.
Mergers and Acquisitions as Strategic Choice. Evaluation of Strategic Alternatives.
Value Creation in Mergers and Acquisitions. Takeover Defence Strategies. Reasons for
Failures of Mergers and Acquisitions.
UNIT-II
Demerger, Reverse Merger and Buyback of Shares. Strategic Alliances: Types, Structure
and Problems in Strategic Alliances. LBO(Leveraged Buy Out):Characteristics,
Categories, Financing. Types of LBO Sponsor. Restructuring of Sick Companies. Deal
Valuation in Mergers and Acquisitions: Factors affecting valuation, Valuation Basics.
Valuation of Intangibles.
UNIT-III
Methods of Payment and Financing Options in Mergers and Acquisitions. Impact on
EPS(Earning Per Share).Determinants of Mergers and Acquisitions Financing Decisions.
Accounting Aspects of Mergers and Acquisitions. Impact of Mergers and Acquisitions
on Shareholder Wealth.
UNIT-IV
Tax Implications of Mergers and Acquisitions. The Process of Integration in Mergers and
Acquisitions. International Mergers and Acquisitions: Motivations, Strategies and its
Execution. Due Diligence in Mergers and Acquisitions. Regulatory Aspects of Mergers
and Acquisitions
Suggested Readings:
1. Aurora, Rajinder S, Shetty, Kavita and Kale, Sharad, "Mergers and
Acquisitions(2011)"Oxford Higher
Education.
2. Kar,Rabi Narayan(2017), “Mergers, Acquisitions and Corporate Restructuring-
Strategies and Practices”,3rd Edition, International Book House Pvt. Ltd., New
Delhi.
3. Krishnamurti,Chandrashekar and Vishwanath,S R(2018), "Mergers,
Acquisitions and Corporate Restructuring: Text and Cases", SAGE Publications.
4. Kapil, Sheeba & Kapil,Kanwal N.( 2018) , “Mergers and Acquisitions: Strategy,
Valuation, Leveraged Buyouts and Financing” Wiley Publications.
5. Prasad G. Godbole (2013),"Mergers, Acquisitions and Corporate
Restructuring",Vikas Publishing House.
6. Sharma, Dr. Manu(2015), “Mergers, Acquisitions and Corporate Valuation”,
Dreamtech Press.
7. Sudarsanam, S(2016), “Creating Value from Mergers and Acquisitions”, Pearson
Education.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Course Objective: The primary objective of the course is to familiarize the students with
the different aspects of finance in respect of international trading and investing and to
equip them with the trading framework of different types of derivative contracts.
Course Outcomes: After studying this course, the students should be able to:
Unit I
International Finance: An overview, importance, nature and scope, recent changes and
challenges in IFM. International flow of funds: Balance of Payments (BoP),
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Fundamentals of BOP, Accounting components of BOP, Factors affecting international
trade flows, Agencies that facilitate International flows. International Monetary
System: Evolution, Gold Standard, Bretton Woods system, the flexible exchange rate
regime, the current exchange rate arrangements, the Economic and Monetary Union
(EMU).
Foreign Exchange Market: Function and Structure of the Forex markets, Major
participants, Types of transactions and settlements dates, Foreign exchange quotations,
Factors influencing foreign exchange rates.
Unit II
Parity Conditions in International Finance and Currency Forecasting: PPP, the
Fisher effect, The International Fisher Effect, Interest Rate parity Theory, The
relationship between forward and future spot rate.
Unit III
Derivatives: Meaning, Types, Importance, Principles and regulatory framework in India
Forward and Futures Contracts: Meaning, Difference between forward and futures
contracts, pricing of futures contracts, determinants of value of futures contracts, Mark-
to-Market, Payoffs of futures contracts. Speculation, Hedging and Arbitrage by using
futures contracts.
Unit IV
Swaps and Swaptions: Meaning, types, importance and pricing of swaps and
Swaptions. Factors determining price of swaps and Swaptions.
Suggested Readings:
Course Outcomes:
CO1 – The students will be familiarised with the concepts of tax management, tax
avoidance and tax evasion and the methods of ways of tax planning.
CO2 – To acquaint students with the provision of the current finance act with regard to
various head of income.
CO3 – To enable students to compute the tax liability of individuals after considering
their residential status, various exempted incomes, permissible deduction, clubbing of
income and setting off of losses.
CO4 – To familiarise students with the concept, objectives and importance of personal
financial planning and enable the students to understand the implications of
environmental factors and time value of money on the personal financial statements.
CO5 – To enable students to identify various types of risks any individual is exposed to
and how they can hedge diversifiable risk.
CO6 – To familiarise students with various instruments available for investment by an
individual for achieving their personal financial goals
UNIT I:
Tax Management: Introduction to tax management, features and scope of tax
management. Differentiate between tax planning, tax avoidance and tax evasion.
Tax Planning: Meaning, need, scope, objectives and methods of tax planning.
UNIT II:
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Tax planning for Five Heads of Income: Income from salary, house property, profits
and gains from business or profession, capital gains and income from other sources.
Tax Planning with reference to Residential status, exempted incomes, permissible
deductions, clubbing of income and setting off & carry forward of losses.
UNIT III:
Personal Financial Planning: Introduction, features, objectives and scope of personal
financial planning.
Environmental Analysis: Screening and analysis of environmental factors affecting
personal financial planning.
Time Value of Money and Personal Financial Statements: Meaning and calculation
of present value and future value of money. Factors affecting the time value of money
and its impact on the personal financial statements.
UNIT IV:
Personal Risk Management: Meaning of risk, measurement of risk and its
identification (Risk taker, moderate risk taker, risk averter), introduction to life insurance
and general insurance, differentiate between life insurance and investment. Insurance
planning for the individual as well as family.
Investment Planning: Meaning and process of investment planning. Investment
Planning objectives – Retirement planning, tax saving, capital growth, liquidity and
safety
Investment Instruments for Personal Financial Management: Tax saving instruments
(all investments covered u/s 80C like, Provident fund, PPF, ELSS, NPS etc.), Mutual fund
schemes (open ended and closed ended; growth and dividend schemes), Fixed income
securities (Government bonds, corporate debt securities, bank deposits, fixed income
plans by mutual funds, post office saving schemes etc.), Capital market instruments
(Equity shares, Preference shares, Debentures, Long-term Government as well as
corporate securities, Derivatives etc.), Money market instruments (T-bills, Commercial
papers, certificate of deposits etc.) and Real Assets (like Real estate, precious
metals, antiques etc.).
Suggested Readings:
1. Mehrotra, H. C. and Goyal, S. P., ‘Income Tax: Tax Planning and Management’
Sahitya Bhawan Publications.
2. Singhania V.K., ‘Direct Taxes: Law and Practice’, Taxmann Publications
3. Ahuja, G. and Gupta, R., ‘Practical Approach to Direct and Indirect Taxes:
Containing Income Tax and GST’, Wolters Kulwer
Gaur, V. P. and Narang, D. B., ‘Income Tax Law and Practice’
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Course Outcomes:
Unit –I
Unit –II
Re-entry and Career Issues: Concept and Repatriation Process, Individual Reactions
to Re-entry, Multinational Responses, Designing a Repatriation Program.
Unit –III
Performance Management: Concept, Multinational Performance Management,
Performance
Management of International Employees, Performance of Appraisal of International
Employees.
Unit –IV
Industrial Relations: Key issues in International Industrial Relations, Trade Union and
International Industrial Relations, Responses of Trade Unions to Multinationals;
Regional Integration: the European Union, Issue of Social Dumping, Impact of Digital
Economy. National Context of HRM: HRM Practices in Japan, United Kingdom, United
States, India and China.
Suggested Readings: -
Course Objective: The aim of this course is to help students to understanding the strategic
approach to human resources as distinguished from the traditional functional approach,
understanding the relationship of HR strategy with overall corporate strategy, strategic role of
specific HR systems and appreciating SHRM in the context of changing form of organizations
in the global environment.
Course Outcomes:
Unit –I
Unit –II
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Strategic role of HR systems - Strategic staffing, strategic appraisal, strategic executive
appraisal, strategic design of reward system, performance management strategies,
integrating HR strategy and business strategy, HR strategies and practices in Indian
industries and service sector, HR as distinctive competitive advantage, reward and
compensation strategies, retrenchment strategies, downsizing strategies. Human
Resource Environment- Technology, structure; Workforce diversity; Demographic
changes, Temporary & contract labour; Recruitment & Retention strategies, training &
development strategies.
Unit –III
Unit –IV
Global HRM: Role of global HRM in successful MNC strategy, HR planning for global
demand and diversity at workplace, global staffing approaches - polycentric,
ethnocentric, geocentric and region centric, recruitment and selection of human resources
for global assignments, training and development imperatives for global workforce,
expatriate problems and culture shock, repatriation issues, performance and
compensation management for global workforce, global employee relations.
Suggested Readings:
1. Dreher, Dougherty, G.F. & Thomas, W. (2005) Human Resource Strategy, Tata
McGraw Hill.
2. Agarwal, Tanuja, (2007), “Strategic Human Resource Management”, Oxford
University Press, New Delhi.
3. Armstrong, M. & Baron, A. (2002) Handbook of Strategic HRM - The Key to
Improved Business Performance, Jaico Publishing House.
4. Becker, B.E.(2001) The HR Scorecard: Linking People, Strategy & Performance,
Harward Bussiness School Press.
5. Greer, C.R.(2001) Strategic Human Resource Management: A General
Managerial Approach, Pearson Education Asia.
6. Holbeche, L.(2009) Aligning Human Resource and Business Strategy,
Butterworth Heinemann.
7. Salaman, G.(2005) Strategic Human Resource Management - Theory and
Practice, Sage Publications Ltd.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Course Outcomes:
Unit –I
Unit –II
Unit –III
Strategic leadership, ethical leadership, the leader as social architect-creating vision and
strategic direction, shaping culture and values, designing and leading a learning
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
organisation, leading change, spiritual foundations of personal effectiveness, the habits
of highly effective people.
Unit –IV
Suggested Readings: -
Course Outcomes: After completing the course, the student shall be able to:
CO1: Increase the awareness of the process and principles of performance Management /
appraisal.
CO2: Identify the negative aspects of appraisal systems and consider how these might be
overcome.
CO3: Discuss performance with regard to pay awards, and whether these should, or
should not be automatically related to each other.
CO4: Demonstrate a familiarity with the appeal process relating specifically to the
performance review.
CO5: Illustrate different ways to strengthen the pay-for-performance link and also
learn the concepts of Payment and employee benefits issues for contingent workers.
CO6: Develop appropriate reward and compensation policies.
Unit –I
Unit –II
Unit –III
Unit –IV
Suggested Readings: -
MB 945 – 18 : IT Consulting
Objective: The objective of this paper is to acquaint the students with role of IT Consulting in
Business Processes. It shall enable them to understand Consulting Life Cycle, Consulting
Projects, Service Level Agreements (SLA) and Ethics in Consulting.
Course Outcomes: Upon completion of this course, students will be able to understand:
CO1: To analyze the IT requirements of the organization and the underlying environment.
CO2: To advise IT solutions and services based on requirements.
CO3: To understand RFP Analysis.
CO4: To provide an understanding about SLA.
CO5: To familiar with ethics in consulting.
Unit I : Principles of Consultancy
Overview and principles of consultancy, role & competencies of the consultants;
Consultancy models; Technology Management; Technology Life Cycles.
Unit II : Life Cycle of Consultancy Assignment
The Life Cycle of a consultancy Assignment : Gaining entry, Contracting and assignment
initiation, Identification of problems and business needs, Diagnosis and solution
definition, Solution appraisal and evaluation, Implementation and taking action. Life
Cycle Assessment (LCA): Evolution, Stages in product LCA. Code of good conduct for
LCA.
Unit III : Request For Proposal
Request For Proposal (RFP) : Introduction, Scope of Work, Proposal Requirements,
Process for Proposal Preparation and Submission, Proposal
Review/Evaluation/Selection, Rules, Optional/Possible Appendices.
Service Level Agreements (SLA) : Introduction, Importance, Preparation, Components
of SLA. SLA Monitoring and Verification. SLA metrics, Periodic review,
Unit IV
Principles for Ethical Consulting, Different approaches to Ethic, Codes of Ethics, Consultant’s
Unethical and Avoiding Behaviors. Business Ethics, International business ethics, Ethics and
Self-Interest, Responsibility and Accountability
Note: Relevant Case Studies should be discussed in class.
Suggested Readings:
Narayanan, V K. Managing Technology and Innovation for Competitive
Advantage. 3rd Edition, Pearson Education.
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Peter F. Drucker, ‘Social Needs and Business Opportunities’, in The Frontiers of
Management, 1986
Title: The Trusted Advisor Author: David Maister, Charles Green, Robert
Gallford Publisher: Free Press (Simon and Schuster) Publication Date: 2002
ISBN: 978-0743207768
I.K.G. Punjab Technical University
MBA Batch 2018 onwards
Course Objective: The course is an attempt for the students to learn about how to apply
the concepts and theories of ancient Indian management in business.
Courses Outcomes:
CO1: Comprehend and practice Indian Ethos and values system.
CO2: Applying value based management and ethical practices in business.
CO3: To gain the knowledge of management principles from Vedas and other holy books
and explain the application of Indian heritage in business.
CO4: To comprehend various stress management techniques and their applications in
organizations.
CO5: To describe salient features and advantages of ancient Indian system of learning.
CO6: To describe various laws of Karma and explain the concept of corporate karma.
Unit 1
Indian Ethos: History & Relevance, Principles Practiced by Indian Companies, Role of
Indian Ethos in Managerial Practices.
Unit 2
Work Ethos: Meaning, levels, dimensions and steps.
Values: Values for Indian Managers, Relevance of Value Based Management in Global
Change, Impact of Values on Stakeholders. Trans-Cultural Human Values, Secular v/s
Spiritual Values, Value System in Work Culture.
Unit 3
Stress Management: Meaning, types of stress at work, causes of stress, consequences
of stress.
Techniques for Managing Stress: Meditation: Meaning, advantages for mental health
and its importance in management. Brain storming, brain stilling, Yoga: Meaning,
Significance.
Unit 4
Indian Systems of Learning- Gurukul System of Learning, Advantages- Disadvantages
of Karma, importance of Karma to Managers, Nishkama Karma. Laws of Karma: Law of
Creation, Law of Humility, Law of Growth, Law of Responsibility, Law of Connection.