Department of Commerce and Business Administration

University of Allahabad

SYLLABUS

Curtailed Syllabus
In light of the minutes of the Examination Committee dated 11/02/2022, the reduced syllabus for the
session 2021-22

MBA 1st Semester

Full Time Four Semesters
(CHOICE BASED CREDIT SYSTEM)
W.E.F. JULY, 2018

Note: Syllabus shall be effective only for Session – 2021-2022

 MBA Course Structure and Syllabus

The Programme
The MBA Programme is a regular full time four semesters Post Graduate Programme redesigned
and updated under the Regulations on Choice Based Credit System. The programme requirements
include 84 credits (64 credits from core courses, 16 credits from elective courses, 2 credits for
Project Report and 2 credits from viva-voce exam). The Programme has the following salient
features:

i. Five Core Courses in the First Semester with 20 Credits in total;

ii. Five Core Courses in the Second Semester with 20 Credits in total;
iii. Summer Internship of 6 to 8 weeks duration in an industrial establishment after the Second
Semester examination. Under special circumstances students may be allowed by the HOD
to prepare a Project Report based on secondary data in lieu of Summer Training Project
Report;
iv. Three Core Courses, Project Report and two Elective Courses from any one of the four
elective groups with 22 Credits in total;
v. Three Core Courses, two Elective Courses from any one of the four elective groups and
Viva-Voce Examination in the Fourth Semester with 22 Credits in total.

The details of the Course Structure are as follows:

MBA 1st Semester shall comprise the following Five Core Courses
MAN – 515 Management Concepts and Processes 4 Credits
MAN – 516 Managerial Economics 4 Credits
MAN – 517 Accounting for Managers 4 Credits
MAN – 518 Business Communication 4 Credits
MAN – 519 Quantitative Techniques 4 Credits

MBA 2nd Semester shall comprise the following Five Core Courses
MAN – 520 Marketing Management 4 Credits
MAN – 521 Human Resource Management 4 Credits
MAN – 522 Operations Management 4 Credits
MAN – 523 Financial Management 4 Credits
MAN – 524 Operations Research 4 Credits

MBA 3rd Semester shall comprise the following Six Courses

Core Courses:
MAN – 609 Organisational Behaviour 4 Credits
MAN – 610 Business Environment 4 Credits
MAN – 611 e-Business 4 Credits
MAN – 612 Project Report 2 Credits
Elective Courses (All courses from any one Group)

Marketing (M) Group Courses:

MAN – 681 Marketing Research 4 Credits
MAN – 682 Consumer Behaviour 4 Credits

Human Resource Management (H) Group Courses:

MAN – 683 Human Resource Development 4 Credits
MAN – 684 International Human Resource Management 4 Credits

Finance (F) Group Courses:

MAN – 685 Security Analysis and Portfolio Management 4 Credits
MAN – 686 Tax Planning and Management 4 Credits

MBA 4th Semester shall comprise the following six Courses

Core Courses:
MAN – 613 Strategic Management 4 Credits
MAN – 614 Entrepreneurship 4 Credits
MAN – 615 Management of Services 4 Credits
MAN – 616 Viva – Voce 2 Credits

Elective Courses (Same Group to be opted as opted in the 3rd Semester)

Marketing (M) Group Courses:

MAN – 689 Rural Marketing 4 Credits
MAN – 690 Branding, Advertising and Media Planning 4 Credits

Human Resource Management (H) Group Courses:

MAN – 691 Industrial Relations and Labour Laws 4 Credits
MAN – 692 Organisation Development and Change 4 Credits

Finance (F) Group Courses:

MAN – 693 Financial Derivatives 4 Credits
MAN – 694 International Financial Management 4 Credits
 Student Evaluation and Examination
(Abridged adaptation from the Regulations on CBCS framed under Clauses 1(a) (i) and 3(a) (x)
of Ordinance LX: The Organisation and Conduct of Examinations)

Note: These are meant for the general guidance of students. The students are advised to read the
aforementioned Regulations duly approved by the Hon’ble Vice-Chancellor on 22nd August, 2016
and notified by the Controller of Examination vide his notification No. COE/456/2016 dated 23rd
August, 2016. All decisions in the matter shall be governed by these Regulations.

A. Scheme of Examination

The scheme of Examination shall be divided into two parts: Internal assessment and Semester end
examination. Internal Assessment includes Assignments, Seminars, Case Studies, Quiz, Unit Tests
etc. The Internal Assessment will contribute 40% and the semester end examination will
contribute 60% to the total marks.

B. Continuous Assessment

i. Evaluation AND continuous assessment for each course shall be made on the basis of the
student's performance in the best of the two tests/ assignments/ presentations/ group
discussion / quiz (carrying 20% marks of the course) organized by the course Instructor and
one Mid Semester Examination (carrying 20% marks of the course).
ii. The schedule for the continuous assessment and the grading system shall be made known
to the students at the beginning of the semester. The tests/ assignments/ quiz / group
discussions / presentations shall be evenly spaced out throughout the semester.
iii. The marks awarded for continuous assessment shall be made known to the students
ordinarily within ten days of the conduct of the test etc. Students may seek clarifications, if
any, about their performance from the teacher concerned within a week of the declaration
of marks/grades. If there is any problem, then the student can request the Head /
Coordinator to refer the matter to the Departmental Examination Committee.
C. End-Semester Examination:

i. A student shall be eligible to appear in end-semester examination only if s/he has at least
75% of attendance in respect of classes delivered in each course separately. In case if a
student failed to fulfill this condition due to some unavoidable circumstances beyond
control like illness etc., attendance up to 20% can be condoned by the Dean/HOD on
production of medical certificate/supporting documents on justified grounds.
ii. If a student represents his/ her institution, University, State or Nation in Sports, NCC, NSS
or Cultural or any other officially sponsored activities, he/ she shall be eligible for
relaxation of attendance up to 20% in a course based on the specific recommendations of
the Dean/Head of the Department.
iii. Duration of end-semester examination for each course will be 3 Hours. The End-Semester
examination paper will be divided into Five Units having equal marks. From each Unit there
 will be one question with internal choice. The students will be required to attempt one
question from each Unit.
iv. The marks will be given for all examinations and they will be converted into grade (quality)
points based on grading system. The semester-end, final grade sheets and transcripts will
have only Credits, Grades, Grade Points, SGPA and CGPA. A multiplication factor of 9.5 for
conversion of CGPA into percentage of marks as required by certain employers / service
commissions will be used.

D. Departmental Examination Committee:

i. Each Departmental Committee / Course Advisory Committee of the Department / Centre

shall constitute a Departmental Examination Committee of three members to oversee all
work connected with evaluation of Sessional work and end semester examination. The
senior most member of the Committee shall be the Ex-officio Chairman of this Committee.
ii. The evaluation/grades approved by the Departmental Examination Committee will be
final.

E. Grades and Grade Points for Absolute Scale:

Percentage of Marks Grade Point Letter Grade Classification

Marks above 800 10 0 Outstanding

Marks > 73 & ≤ 80 9 A+ Excellent

Marks > 66 & ≤ 73 8 A Very good

Marks > 59 & ≤ 66 7 B+ Good

Marks > 52 & ≤ 59 6 B Above Average

Marks > 45 & ≤ 52 5 C Average

Marks > 40 & ≤ 45 4 P Pass

Marks < 40 0 F Fail

ABSENT 0 Ab Absent

F. PROMOTION TO NEXT SEMESTER AND ADDITIONAL EXAMINATION:

i. A Student shall be declared as ‘Passed’ and promoted to the next semester when s/he
earns 'C' Grade or above in the last concluded semester examination and has not got
below ‘P’ grade in more than two courses in the previous semester.
 ii. A student who has earned an average of ‘C’ grade or above in the last concluded semester
examination but has got below ‘P’ grade in not more than two courses in the previous
semester shall be promoted to the next semester with the condition that the student shall
appear in the additional examination for the courses in which the student has got below ‘P’
grade.
iii. A Student shall be deemed as ‘Failed’ in a semester when s/he gets below 'P' Grade in
more than two courses offered in the previous semester, or does not appear in the
examination in more than two courses. Such students will repeat the semester on payment
of semester fees.
iv. Additional examination (except for the last two semesters of the programme) for the
courses in which students have failed or were absent will be held along with the
corresponding semester examination for those courses of the succeeding academic years,
provided that the student does not carry more than four papers of the previous semesters
at any time during the course of study.
v. In case, a student has failed in less than three courses in the final semester, the student
will be permitted to appear in the additional examination in those courses that would be
conducted around forty days after the declaration of the final semester result. In case, a
student fails in the thesis/project, the student has to complete the thesis/project and
appear in the examination in the corresponding semester of the succeeding academic year.
vi. A student who has passed all the papers in a semester but has failed to get an overall
grade of ‘C’ shall be promoted to the next semester and shall appear in the additional
examination for two of the courses of his/her choice from the previous semester.
vii. The backlog course(s) additional examination shall be held for the semester end
examination course only. The points scored by the candidate in the Continuous
Assessment shall be carried forward.
viii. The (provisional) results of the additional examination shall be announced within two
weeks (subject to the ratification by the Departmental Examination Committee when it
meets next).
ix. A student who fails to pass in any semester or carries over more than four papers would
not be allowed to be Promoted to the subsequent semester and has to repeat the
semester in which he fails or accumulates fail grade in more than four papers.
x. A candidate may get chance to clear all the courses within the duration of the course of
study plus 2 years, i.e. for 2 year course within four years. However, the student shall be
allowed only once to repeat the first semester. If s/he fails again in the first semester, s/he
be required to withdraw from the programme.

G. RESULTS PREPARATION

a) Grade Card / Mark sheet: The Grade card issued at the end of each semester to each student
will contain the following: i) Name, ii) Roll Number, iii) Enrolment Number, (iv) Course code, (v)
Course title, (vi) Grade point in each course (Gi) (10 point scale), (vii) Credits earned for each
course(Ci), (vii) SGPA for a semester and CGPA after final semester which will resemble
consolidated results. The following procedure shall be used to compute the Semester Grade Point
Average (SGPA) and Cumulative Grade Point Average (CGPA):
i. The SGPA is the ratio of sum of the product of the number of credits with the grade points
scored by a student in all the courses taken by a student and the sum of the number of
credits of all the courses undergone by a student, i.e. SGPA (Si) = ∑(Cix Gi) / ∑Ci where Ci is
the number of credits of the ith course and Gi is the grade point scored by the student in
the ith course.

ii. The CGPA is also calculated in the same manner taking into account all the courses
undergone by a student over all the semesters of a programme, i.e. CGPA = ∑(Ci x Si) / ∑ Ci
where Si is the SGPA of the ith semester and Ci is the total number of credits in that
semester.

Illustration for SGPA (MBA Sem. I)

1 2 3 4 5
Course Code Credit Grade Letter Grade Point Credit Point
(2 X 4)
MAN 501 4 O 10 40
MAN 502 4 B+ 7 28
MAN 503 4 A 8 32
MAN 504 4 B 6 24
MAN 505 4 A+ 9 36
∑ 20 ∑160

Thus,
SGPA = 160 / 20 = 8.0
 Autumn Semester
Course Code: MAN – 515 - Management Concepts and Processes
4-0-0-4
Objective:
The objective is to develop understanding about management as a science and to acquaint the
student with different functions, systems, techniques, and their application in the process of
management.

Unit – I
Introduction and Planning Function
Concept and Nature of Management; Evolution of Management Thought; Management and
Society: Decision Making and Essentials of Planning.

Unit – II
Organizing and Staffing:
The Nature of Organizing; Formal and Informal Organization; Organizational Structures;
Authority-Responsibility Relationships.

Unit – III
Directing and Leading:
The Nature of Directing, Theories of Motivation; Leadership; Leadership Styles; Communication –
Inter-personal and organizational.

Unit – IV
Controlling:
The Nature and Significance of Control; The Control Process: Nature and Approaches of
Coordination; Emerging Issues of Management in Changing Scenario; Management of Change;
Co-ordination – Concept, Nature and Approaches.

Suggested Readings:
1. Terry and Franklin: Principles of Management
2. Koontz, ‘O’ Donnel & Weihrich: Essentials of Management
3. Stephen P. Robbins and Mary Coulter: Management, Pearson Education
4. William H. Newman: The Process of Management
5. Drucker, Peter: Management – Tasks Responsibilities & Practice
 Autumn Semester
Course Code: MAN – 516 - Managerial Economics
4-0-0-4

Objective:
The objective of this course is to develop ability to apply the concepts, tools, and techniques of
Economics in analyzing and interpreting business decisions.

Unit - I
Nature and Scope of Managerial Economics: Objectives of a Firm; Economic Theory and
Managerial Theory; Role and Responsibilities of the Managerial Economist; Fundamental
Economic Concepts – Incremental Principle, Opportunity Cost Principle, Equi-Marginal Principle.
Demand Analysis: Individual and Market demand functions; Law of demand, Determinants of
demand; Elasticity of demand – Concept and Importance; Price elasticity; Income elasticity and
Cross elasticity; Using elasticity in Managerial decisions.

Unit – II
Theory of Consumer Choice: Cardinal utility approach, indifference approach; Demand estimation
for major consumer durable and non-durable products. Demand forecasting techniques.

Unit – III
Production Theory: Production function, Economies of scale; Cost theory and estimation; Short and
long term Cost functions – their nature, shape and inter- relationship ;Law of variable proportions ;
Law of return to scale.

Unit – IV
Price Determination under different Market Conditions: Characteristics of different market
structure; Price determination and firm’s equilibrium in short- run and long- run under perfect
competition, Monopolistic competition, Oligopoly and Monopoly. Price discrimination;
International price discrimination and dumping.

Suggested Readings:
1. Mithani. D.M: Managerial Economics, Himalaya Publishing House, New Delhi.
2. Salvatore, Dominick: Managerial Economics in a Global Economy, McGraw Hill, New York.
3. Baumol, William J: Economic Theory and Operational Analysis, Prentice Hall, London.
4. Dean, Joel: Managerial Economics, Prentice Hall, New Delhi.
5. Baya, Michael R: Managerial Economics and Business Strategy, McGraw Hill Inc., New
York.
6. G.S Gupta: Managerial Economics, TMH, New Delhi.
7. Chopra, O.P: Managerial Economics, Tata McGraw Hill, New Delhi.
8. Dholakia, R.H and A.L. Oza: Micro Economics for Management Students, Oxford University
Press, New Delhi.
9. Eaton, B. Curtis and Diane Faton: Micro Economics, Prentice Hall, New Jersey.
10. Gough, J. and S. Hill: Fundamental of Managerial Economics, MacMilan, London.
11. Peterson, H. Carig and W. Cris Lewis: Managerial Economics, Prentice Hall, New Delhi.
 Autumn Semester

Course Code: MAN - 517 - Accounting for Managers

4-0-0-4

Objective:
To impart the basic understanding of accounting to the managers with a view to enable them with
the analysis and interpretation of the accounting information for use in managerial decision making.

Unit – I
Nature, Scope, Importance and Limitations of Financial Accounting, Management Accounting and
Cost Accounting;
Basic Accounting Concepts; Accounting Mechanics: The Journal, The Ledger, Cash Book, Trial
Balance; Bank Reconciliation Statement.

Unit – II
Company Accounts: Accounts relating to issue, forfeiture and re-issue of shares. Final Account:
Manufacturing Account, Trading Account, Profit and Loss Account, Balance-Sheet of Non-
corporate Entities.

Unit – III
Classification of Cost, Cost-Volume-Profit Analysis, Marginal Costing, Absorption Costing and
their use in Profit Planning.

Unit – IV
Budgeting and Budgetary Control: Nature, Scope, Importance and Limitations, Preparation of
Cash, Sales and Flexible Budgets; Controlling through Budgets, Standard Costing: Variance
Analysis: Materials and Labour Variances;

Suggested Readings:
1. Bhattacharya and Dearden: Accounting for Management
2. Guptas and Kothari: Accounting for Managers, Frank Bros. & Co. Publishers, New Delhi.
3. Sharma and Popli: Financial Accounting, Kitab Mahal, Allahabad
4. Anthony, Merchant and Hawkins: Management Accounting: Text and Cases
5. Horngrein
6. Khan & Jain: Management Accounting - Text, Problems and Cases TMH, New Delhi
7. Horngren and Sundlen: Introduction to Management Accounting, PHI, New Delhi
 Autumn Semester
Course Code: MAN - 518 – Business Communication
4-0-0-4

Objective
The purpose of this course is to develop the ability to communicate more effectively, enhance
verbal and written communication skills, and to make clear and appropriate communication.

Unit - I
Management Communication: Definition, Elements, Levels, Principles, Barriers and tactics of
communication, Achieving Success through communication, Using Technology to Improve
Business Communication, Communication Ethics, Listening, Nonverbal communication, Feedback,
Cross-cultural Communication,

Unit - II
Planning – Writing – Completing Business Messages. Analyzing Situation, Gathering Information,
Selecting the Right Medium, Organizing Information. Composing Your Messages, Using
Technology to Compose and Shape Your Messages. Revising, Producing, Proofreading and
Distributing Message.

Unit - III
Crafting Messages for Electronic Media, E-mail Messages, Instant Messages and Text Messages,
Business Blogs, Podcasts, Distributing Blog and Podcast Content. Writing Routine and Positive
Messages, Writing Negative Messages, Writing Persuasive Messages
Unit - IV
Developing Oral and Online Presentations - Planning, Writing, and Completing Your Presentation.
Enhancing Presentations with Slides and Other Visuals, Planning, Creating, and Completing Slides
and Support Materials, Giving Presentation Online.

Suggested Readings:
1. Bovée, Courtland L., & Thill, John V., Business Communication Today, Pearson.
2. Bailey, Gerry, & Way, Steve, Communication, Gareth Stevens Pub.
3. Blundel, Richard, & Ippolito, Kate, Effective Organisational Communication: Perspectives,
principles and practices, FT Prentice Hall.
4. Veech, Annette M., Managerial Communication Strategies, Prentice Hall.
5. Brounstein, Marty, Bell, Arthur H., Isbell, Connie, Smith, Dayle M., Business
Communication, John Wiley & Sons.
 Autumn Semester

Course Code: MAN – 519 - Quantitative Techniques

Credits: 4-0-0-4
Objective
The main objective is to provide the knowledge of basic mathematics and statistics and its
techniques useful in business.

Unit - I
(a). Numbers: Natural Numbers, Integers, Divisor of an Integer, g.c.d and l.c.m. of two Integers,
Prime Integer, Rational Numbers, Irrational Numbers, Real Numbers, Absolute Value of Real
Numbers, Complex Numbers, Modulus of a Complex Number.
(b). Set Theory: Subset, Superset, Power of a set, Set Operations such as Union, Intersection,
Difference, Symmetric Difference and Cartesian Product of two sets. Venn Diagram.
(c). Logarithmic Function and its properties.

Unit - II
Matrix Theory: Definition and types of Matrices, Addition, Scalar Multiplication and
Multiplication of Matrices, Transpose of a Matrix, Determinant of a Square Matrix, Row and
Column Operations on a Matrix, Rank of a Matrix, Solution of System of Linear Equations by
Matrix Method.

Unit - III
Measure of Central Tendencies and Dispersions: Mean, Median, Mode and Weighted average –
Concepts and Applications. Range, Quartiles, Percentiles, Mean Deviation and Standard Deviation
- Concepts and Applications.

Unit - IV
Measures of Skewness, Moments, Kurtosis, Correlation and Regression Lines, Karl Pearson’s
Coefficient of Correlation, Rank Correlation.
Analysis of Time-series, Components of Time-series, Least Squares Method, Moving Averages.

Suggested Readings:
1. B. C. Mehta & G. K Madnani: Mathematics for Economists, Sultan Chand & Sons, New
Delhi
2. J. D. Gupta, P. K. Gupta: Mathematics for Business and Economist, TMH, New Delhi
3. Ramendu Roy: Principles of Statistics, Prayag Pustak Bhawan, Allahabad
4. A. M. Goon, M. K. Gupta & B. Das Gupta: Fundamental of Statistics Vol. I & II, World
Press Pvt. Ltd., Kolkata
5. A. M. Goon, M. K. Gupta & B. Das Gupta: An Outline of Statistical Theory Vol. I, World
Press Pvt. Ltd., Kolkata
 Spring Semester

Course Code: MAN - 520 – Marketing Management

4-0-0-4

Objective:
The purpose of this course is to develop an understanding of the underlying concepts, strategies and
issues involved in the marketing of products and services.

Unit - I
Marketing Management- Meaning & Significance, Various concepts of Marketing, Functions,
Strategic Marketing Planning, Marketing Mix and its application. Marketing Environment-Micro
and Macro Environment,

Unit - II
Market Segmentation, Bases for segmentation and Purpose, Selection of Target Market and
Positioning Strategies. Niche Market, Factors influencing Consumer Behaviour, Decision Making
Process, Life style and consumer behaviours,

Unit - III
Product Management-Concept of Product, Product Levels, Classification of Products, PLC,
Marketing strategies at various stages of PLC, New Product Development, Product Positioning,
Product Line and Product Line decisions, Product Mix, Branding Decisions, Brand equity,
Packaging, Labelling.

Unit - IV
(a). Pricing-Factors Affecting price determination, Price Objectives &Strategies, Pricing Methods.
(b). Promotion Mix- Characteristics, Advertising, Personal Selling, Publicity, Sales Promotion.
Direct Marketing. (c). Distribution Channels- Type of Channels, Factors influencing Channel
Decisions. Forward and Backward integration, Online shopping, Viral Marketing,

Suggested Readings:
1. Kotler, Philip: Marketing Management: PHI, New Delhi
2. Stanton, W J: Fundamentals of Marketing
3. Cunduff & Still: Fundamentals of Marketing
4. Rusenberg, L J: Marketing
5. Pillai R S N, Bhagwati : Modern Marketing Principles & Practices
6. Neelmegham and Namakumari : Marketing Management, MacMillan, New Delhi
7. S.A.Sherlekar : Marketing Management
 Spring Semester
Course Code: MAN - 521 - Human Resource Management
4-0-0-4

Objective
The objective of this is to develop a conceptual as well as practical understanding of Human
Resource management.

Unit - I
Introduction: Meaning, Objectives, Nature, Need and Significance of HRM Limitations of HRM;
HR Policies.

Unit - II
Human Resource Planning: Features, Need, Objectives, Process and Factors Affecting Human
Resource Planning; Problems in Human Resource Planning.

Unit - III
Recruitment & Selection: Process of Recruitment & Selection.
Sources of Recruitment: Internal & External Methods, Test & Interviews Induction, Training and
Placement. Compensation Management & Performance Appraisal: Wage & Salary Administration,
Incentives and Fringe Benefits.

Unit – IV
Industrial Relations: Objectives, Causes for Poor Industrial Relations and Remedial Measures.

Suggested Readings:

1. T.V. Rao: Readings in HRM, Oxford & IBH Pub. Co. Ltd.
2. P. Subba Rao: H.R.M., Chugh Publication, Allahabad
3. Ajai Kumar Singhal: Human Resource Management, Sharda Pustak Bhawan, Allahabad
4. Wayne F. Casio: Managing Human Resource, McGraw Hill Companies.
5. Aswathappa, K.: Human Resource Management – Text and Cases, McGraw Hill
Companies.
6. Charles R. Greer: Strategic Human Resource Management: PEI, New Delhi
 Spring Semester
Course Code: MAN - 522 - Operations Management
Credits: 4-0-0-4

Objective
Designed to provide the initial exposure of operations / production functional area to students who
have already undergone through the basics of management process and functions.

Unit - I
Introduction:
Nature, Importance, Scope and Functions of Operations and Operations Management.
Evolution of Operations Management.
Types of Production/Operations Systems.
Nature of Decision making and Key Decision Areas.

Unit - II
Long-Term Strategic Decisions:
Capacity Planning.
Location Selection.
Layout of Facilities.
Product Design.
Process Design.

Unit - III
Operations Planning:
Demand Forecasting.
Material Requirements Planning.
Planning, Sequencing and Scheduling of Operations in Job Order Production Systems.
Planning of Projects.

Unit - IV
Operations Control:
Inventory Management and Control.
Quality Management.
Maintenance of Facilities.

Suggested Readings:
1. Heizer Jay, Render Barry: Operations Management, Pearson, New Delhi
2. Steverson, Willian J.: Operations Management, TMH, New Delhi
3. Adam Everett E. Adam, Jr. and Ronald J. Ebert: Production and Operations Management,
PHI, New Delhi
4. Bedi Kanishka: Production and Operations Management, Oxford Press, New Delhi
5. Mahadwan B., Operations Management – Theory and Practices, Pearson, New Delhi
 Spring Semester
Course Code: MAN – 523 - Financial Management
4-0-0-4

Objective
The objective is to provide conceptual knowledge of the tools of financial analysis and
management. It also aims at helping the students develop skills for making financial decisions in
business situations.

Unit - I
Nature and Scope of Financial Management, Financial Goal of the Firm, Valuation of Securities.

Unit - II
Capital Budgeting Under conditions of Certainty – Principles and Techniques: ARR, Payback, Net
Present Value, Profitability Index, Internal Rate of Return; NPV Vs IRR.

Unit - III
Evaluation of Projects under Conditions of Uncertainty: Methods of incorporating risk – Risk
Adjusted Discount Rate, Certainty Equivalent, Sensitivity Analysis, Probabilistic, Decision Tree,
Capital Rationing.

Unit - IV
Concept and Measurement of Cost of Capital, Capital Structure Theories, Designing Capital
Structure; Leverage – Operating, Financial and Combined.

Suggested Readings:
1. Khan & Jain: Financial Management, TMH, New Delhi
2. I.M. Pandey: Financial Management, Vikas Publication
3. J. C. Van Horne: Financial Management and Policy, PHl, New Delhi.
4. S. C. Kuchhal: Financial Management, Chaitanya Publishing House.
5. V. K. Bhalla: Financial Management and Policy, Anmol Publications.
6. R. P. Rustagi: Financial Analysis and Financial Management, Sultan Chand & Sons
 Spring Semester
Course Code: MAN – 524- Operations Research
Credits: 4-0-0-4

Objective
The objective is to provide scientific methods, techniques and tools to make decisions in obtaining
optimum solutions to the problems involving the operations of large systems of men, machines and
money in the industry, and business.

Unit - I
Linear Programming: Formulation of Linear Programming Problem (LPP), Solution of LPP by
Simplex Method, use of artificial variables – M-technique and Two Phase Technique, Duality
theory, Conversion of Primal into its dual, Special Cases of LPP: Infeasibility, Degeneracy and un-
boundedness.

Unit - II
Transportation Technique: Formulation of a TP, Determination of Initial Basic Feasible solutions
by North-West Corner Rule, the Least Cost Method, Vogel’s Approximation Method (VAM).
Optimum solution by MODI method.
Special cases of transportation: Unbalanced problem, maximization objective, degeneracy.

Unit - III
Assignment Problem: Solution of Assignment Problem by Hungarian Method, Special Cases of
Assignment: Maximum, Unbalanced assignment.
Network Analysis: Construction of Networks, Time Calculation of Network Diagram by
PERT/CPM, Critical activities and Slack Time.

Unit - IV
Sequencing Problem: ‘n-jobs, two-machines’, ‘n-job, more than three machines’ (Johnson Rule).

Queuing Theory (Simple Channel Model).

Suggested Readings:
1. Operations Research - An Introduction: Hamdy A. Taha, PHI, New Delhi
2. Operations Research: Anand Sharma, HPH, New Delhi
3. Quantitative Techniques in Management: Vohra, N. D., Tata McGrawhill, New Delhi
 Autumn Semester

Course Code: MAN – 609 - Organisational Behaviour

4-0-0-4

Objective
This course introduces the student to multidisciplinary approaches towards understanding of human
behavior at the workplace from an individual, group, and organizational perspective. It offers a
frameworks that helps to effectively analyze and comprehend various organizational situations so
as to enhance effectiveness of managing behaviours at work.

Unit - I
Introduction:
Organisation: Concept, Features; Classical, Neo Classical Theories of Organization; Managerial
Roles and Functions
Organisational Behavior: Concept and Features, Organisational Behaviour Models – Autocratic,
Custodial, Supportive, Collegial; Challenges and Opportunities for Organisational Behavior
Learning: Concept, Theories of Learning: Classical Conditioning Theory, Operant Learning
Theory; Behavior Reinforcement

Unit - II
Individual Behavior in Organization
Personality: Meaning, Determinants of Personality, Types of Personality: Myers Briggs Type
Indicator, Big Five Model; Values
Perception: Meaning, Factors Affecting Perception, Errors of Perception
Motivation: Meaning, Theories of Motivation: Maslow’s Need Hierarchy Theory, Herzberg’s Two
Factor Theory, Expectancy Theory, Equity Theory; Applications of Motivation Concepts in
Organizations.

Unit - III
Group Behaviour in Organisation
Group Behaviour: Meaning and Types of Groups, Stages of Group Formation: The 5-stage Model,
Group Structure: Roles, Norms, Size; Formal and Informal Groups. Importance of Team Building
Leadership: Concept, Styles of Leadership, Leadership Trait Theory, Behavioural Theories
Contingency Theories- Fiedler’s Model
Organisational Conflict: Concept, Reasons for Conflicts, Types of Conflicts; Stages of Conflict,
Strategies for Resolving Conflicts

Unit - IV
Organisational Dynamics
Organistaional Culture: Concept, Features and Elements, Emergence of Organizational Culture;
Strong and Weak Culture
Organisational Change: Forces for Change- Social, Economic, Technological; Reasons for
Resistance to Change; Overcoming Change Resistance
Organisational Development: Concept and Process; Organisation Development Interventions-
Meaning, Overview of Team Interventions
Suggested Readings:
1. Fred Luthans, Organisational Behaviour, New Delhi: McGraw Hill
2. Keith Davis and Newstorm, Human Behaviour at Work, New Delhi: McGraw Hill
3. Robbins, SP: Organisational Behaviour, Prentice Hall
4. Robbins, Judge and Sanghi: Organiational Behaviour, Prentice Hall of India
5. Prasad,L.M., Organisational Behaviour, New Delhi: Prentice Hall of India
6. Rao V.S.P. & Narayanan P.S., Organisational Theory & Behaviour, New Delhi: Konark
Publishers (P) Ltd.
7. MN Mishra: Organisational Behaviour through Indian Philosophy, Hiamlaya Publishing
House
 Autumn Semester
Course Code: MAN – 610 - Business Environment
4-0-0-4
Objective:
The purpose is to provide knowledge of various economic and social issues and policies of India
affecting business.

Unit – I
Framework of Business Environment: Environment - Concept, Significance and Nature of
Business Environment; Elements of Environment – Internal and External; Changing Dimensions of
Business Environment; Sunrise sectors of India.

Unit – II
Economic Environment of Business: Economic Systems and Business Environment; Economic
Reforms and Current Government Policies – Industrial Policy, Fiscal Policy, Monetary Policy,
EXIM Policy. Demonetisation, Amalgamation and Merger of Banks, Recapitalisation Plan.

Unit – III
Politico Legal Environment of Business: Critical Elements of Political Environment; Legal
Environment in India: Basic constitutional provisions regarding regulation of business. Industries
(Development and Regulation) Act, 1951, Consumer Protection Act, 1986, Competition Act 2002,
Companies Act, 2013 and its amendments.

Unit – IV
Socio-Cultural Environment: Elements of Socio-Cultural Environment. Social Institutions; Social
Values and Attitudes; Social Groups; Income Disparity and its Socio-Cultural Implications. New
Methods of Divestment, Revenue Management, Social Network Analysis.

Suggested Readings:
1. Francis Cherunilam: Business Environment, Himalayan Pub. House, New Delhi.
2. Aswathappa, K, Legal Environment of Business, Himalaya Publication, New Delhi
3. Adhikary, M: Economic Environment of Business, Sultan Chand & Sons, New Delhi
4. Alagh, Yoginder K.: Indian Development Planning and Policy, Vikas Publication, New
Delhi
 Autumn Semester
Course Code: MAN – 611 – e-Business
4-0-0-4

Objectives
To develop awareness of application of the technology in today's business world.

Unit - I
Digital technology and business, business process management, competitive advantage through
digital technology, Career in digital age, IT architecture, data management and governance, cloud
computing, data centers, data management leading to business intelligence.

Unit – II
Digital Networks and Ethical Issues – Data Networks, IP Addresses, and APIs, Wireless Networks
and Mobile Infrastructure, Collaboration and Communication Technologies, Sustainability and
triple bottom line, Internet technologies - Using Search Technology for Business Success, Organic
Search and Search Engine Optimization, Pay-Per-Click and Paid Search Strategies, A Search for
Meaning—Semantic Technology, Recommendation Engines, Social Media – strategies and
communities, engagement, monitoring, media failures.

Unit – III
Tactical and Operational Support Systems - Solving Business Challenges at All Management
Levels, Manufacturing, Production, and Transportation Management Systems, Sales and Marketing
Systems, Accounting and Finance Systems, Human Resources Systems and Ethics, Strategic
Technology and Enterprise Systems - Enterprise Systems, Enterprise Social Platforms, Enterprise
Resource Planning Systems, Supply Chain Management Systems, Customer Relationship
Management Systems,

Unit - IV
Data Visualization and Geographic Systems - Data Visualization, Enterprise Data Mashups, Digital
Dashboards, Geographic Information Systems, IT Strategy and Balanced Scorecard - IT Strategy
and the Strategic Planning Process, Aligning IT with Business Strategy, Balanced Scorecard, IT
Sourcing and Cloud Strategy.

Suggested Readings:
1. Turban, Efraim, McLean, Ephraim, Wetherbe, James, Information Technology for
Management, Wiley.
2. Rainer, Rex Kelly, Turban, Efraim, Potter, & Richard E., Introduction to Information
Systems: Supporting and Transforming Business, Wiley.
3. Laudon, Kenneth C., & Laudon, Jane Price, Essentials of Business Information Systems,
Pearson Prentice Hall.
4. Morgan, Tony, Business Rules and Information Systems: Aligning IT with Business Goals,
Pearson.
5. Nickerson, Robert C., Business and Information Systems, Prentice Hall.
6. Post, Gerald V., & Anderson, David L., Management Information Systems: Solving
Business Problems with Information Technology, Tata McGraw Hill.
7. O’ Brien, James A., Management Information Systems, Tata McGraw-Hill.
 Autumn Semester

Course Code: MAN – 612 – Project Report

1-1-0-2

Objective:

The course objective is to provide the students an opportunity to use their conceptual and analytical
skill in the understanding of business problems and to present them in the right perspective.

Note:

The Project Report carrying two credits (comprised of one Tutorial and four Library / Field Work
per week) shall be on a topic from the student’s area of specialisation in this semester under the
supervision of a teacher assigned by the Departmental Examination Committee. In writing the
Project Report the student may opt to use primary data collected through Market Survey / Summer
Training or use Secondary Data.
 Autumn Semester

Course Code: MAN – 681 - Marketing Research

4-0-0-4

Objective
The course objective is to familiarize students with decisional research which is done to provide
information for a pending decision. The course has also been designed to provide students an
insight into the various aspects of Marketing Research.

Unit - I
Introduction and Basic Concepts:
Nature, Scope, Objectives, Importance, Limitations and Threats to Marketing Research, Marketing
Information System, The Research Process, Status of Marketing Research Industry in India.

Unit - II
Data Collection, Sampling and Interviewing:
Secondary Data, Collection of Primary Data, Sampling: Process, Design and Sample Size,
Interviewing, The Interviewing Technique, Interviewing Errors, Questionnaire Design,
Construction, Types of Questions, Limitations.

Unit - III
Data Processing and Analysis:
Editing, Coding, Tabulation, Data Analysis Techniques.

Unit - IV
Presentation and Report Writing:
Written Reports, Factors in Organising a Written Report, Use of Visual Aids / Graphic Devices,
Verbal / Oral Reporting, Informal Verbal Reports, Formal Verbal Reports.

Suggested Readings:
1. Marketing Research – Measurement and Method: Donald S. Tull & Dell I. Hawkins,
MacMillan Publishing Co., Inc. New York,; Collier MacMillan Publishers, London
2. Marketing Research – Methodological Foundations: Gilbert A. Churchill Jr. & Dawn
Iacobucci, South – Western Cengage Learning, India
 Autumn Semester

Course Code: MAN – 682 – Consumer Behaviour

4-0-0-4

Objective
The basic objective of this course is to develop conceptual understanding about the various aspects
of consumer behavior and its application in marketing.

Unit - I
Introduction – Concept of Consumer, Relevance of Consumer Behavior Study, Application of
Consumer Behavior Knowledge in Marketing.
Consumer Decision Making Process, Models of Consumer Decision Making, Trends in Consumer
Behavior.

Unit - II
Personality – Self- Concept, Theories of Personality: Trait Theory, Psychoanalytic and Neo-
Freudian Theory. Perception - Internal and External Factors, Perceptual Process and Marketing
Implications.
Learning - Learning Process, Learning Theories and their Applications: Classical Conditioning,
Operant Conditioning, Cognitive Theory.

Unit- III
Attitude and Behaviour- Attitude: Characteristics, Tri-component Model, Measurement of Attitude,
Theories of Attitude-balance Theory, Cognitive Theory, Cognitive Dissonance Theory.
Demographics, Social Class and Culture-social Stratification and Social Class, Nature of Social
Class Influences, Social Influence on Consumer Behavior, Culture and Cross Cultural Issues in
Marketing.

Unit - IV
Customer Satisfaction - Customerisation: Meaning and Definition, Customer Satisfaction and
Loyalty, Measurement of Consumer Satisfaction, Customer Satisfaction in Services Marketing,
Managing Customer Complaints.
Relationship Marketing: Concept and Nature, Customer Retention Improvement Plan, Brand Equity
and Brand Loyalty.

Suggested Readings:
1. Engel,Blackwell: Consumer Behaviour
2. Leon G. Schiffman,Leslie Laser Kanuk: Consumer Behaviour
3. David Loudon & Della Bitta : Consumer Behaviour
4. Dell Hawkins, Rogers, Kenneth A Coney: Consumer Behaviour & Managerial Decision
Making.
 Autumn Semester

Course Code: MAN – 683 - Human Resource Development

4-0-0-4

Objective
The objective of this paper is to develop a conceptual as well as practical understanding of Human
Resource Development in the organizations.

Unit - I
Human Resource Planning
Need for Human Resource Planning, Objectives. Types of Human Resource Planning, Problems in
Human Resource Planning, Induction and Placement.

Unit - II
Human Resource Development:
Concepts, Objectives, Features, Significance; role of training in Skill and Multi Skill Development;
Career Planning, Succession Planning.

Unit – III
Human Resource Development Strategies:
Total Quality Management with reference to Human Resource, Kaizen, Employee, Empowerment,
Benchmarking.

Unit – IV
Human Resource Strategies and Issues:
Human Resource Retention Strategies: Monitoring and Counselling, HRD Practices in Indian
Corporate Sector, Quality of Work Life, Issues and Restructuring Layoffs.

Suggested Readings:
1. Pareek & Rao: Designing & Managing Human Resource System, IBH, New Delhi
2. Bhattacharya: Human Resource Planning, Excel Books, New Delhi.
3. Beardwell & Holden: Human Resource Management, McMillan India Ltd.
4. Arthur, M. Career Theory Handbook, Englewood Cliff, Prentice hall Inc.
5. Belkaoui, A.R. and Belkaoui, J.M.: Human Resource Valuation: A Guide to Strategic and
Techniques, Greenwood, Quorum Books.
 Autumn Semester
Course Code: MAN - 684 - International Human Resource Management
4-0-0-4
Objective:
The objective of the course is to enable the students to understand of Human Resource
Management in a broader, comparative and international perspective. It aims at developing cross-
cultural sensitivity among the students to deal with complex issues, challenges and problems of
multinational organizations as future international human resource manager.

Unit - I
Introduction: International HRM-Concept and Objectives; Understanding Culture and Cultural
Diversity; Cross Cultural Theories- Hofstede’s Theory; Types of Corporate Structures.

Unit – II
International Human Resource Management Approaches: Geocentric, Regiocentric, Ethnocentric,
and Polycentric Approach; Motivational Factors Across the Cultures; Leadership Styles across
Cultures; Cross Cultural Communication.

Unit - III
Human Resource Management Functions in Multinational Organizations: Recruitment: Sources;
Selection- Methods of Selection for Overseas Assignments; Performance Management for
International Staff; Compensation Management: Methods, Factors Affecting Salary Structures.

Unit - IV
Direction and Control: Managing Cross Cultural Teams- Strategies and Challenges; Culture
Shock- Stages and Coping Strategies; Training and Development for Expatriates and International
Staff; Managing Repatriation; Understanding Industrial Relations in International Perspective: Role
of Trade Unions.

Suggested Readings:
1. Dowling, P.J., Festing,M. and Engle, A.E. (2017). International Human Resource
Management . New Delhi: Cengage Learning India Pvt Ltd.
2. Aswathappa, K. and Dash, S. (2017). International Human Resource Management. New
Delhi: McGraw Hill India
3. Gupta, SC: Text book of International HRM, Macmillan India
4. Dipak Kumar Bhattacharya: Cross Cultural Management:, Prentice Hall of India
5. RM Hodgetts, F. Luthans and JP Doh: International Management, Tata McGraw-Hill
6. Philip Harris, Robert Moran & Sarah Moran: Managing Cultural Differences, Elsevier
 Autumn Semester

Course Code: MAN – 685 - Security Analysis and Portfolio Management

4-0-0-4

Objective
The objective of this course is to impart knowledge to students regarding the theory and practice of
Security Analysis and to give the students an in-depth knowledge of theory and practice of
Portfolio management.
Unit - I
Introduction: Concept, Meaning, Nature and Scope of Security Analysis, overview of Security
Market, Various Approaches to Investment Decisions; Investment Process.
Unit – II
Fundamental Analysis: Meaning and Scope of Fundamental Analysis; Features and Impact of
Economic Indicators and Industry Level Factors; Company Analysis.
Technical Analysis: Meaning and Significance of Technical Analysis; Technical Analysis vs.
Fundamental Analysis; Tools & Techniques of Technical Analysis.
Unit – III
Efficient Market Hypothesis: Weak, Semi-strong and Strong Market; Testing of Different Forms of
Market Efficiency and their Significance.
Portfolio Analysis: Portfolio Risk and Return, Effects of combining securities Markowitz Model-
Return optimization.
Unit - IV
Single Index Model – Sharpe’s Optimization Solution, Capital Asset Pricing Model (CAPM) -
Capital market line, Security market line; Risk free lending and borrowing,

Suggested Readings:
1. Fischer, Donald E. and Jordan, Ronald J.: Security Analysis and Portfolio Management,
PHI, New Delhi.
2. Bhalla, V. K.: Investment Management – Security Analysis and Portfolio Management, S.
Chand, New Delhi
3. Alexander, Gordon J. and Sharpe, William F.: Fundamentals of Investments: Englewood
Cliffs, Prentice Hall Inc, New Jersey.
4. Pandian, Punithavathy, Security Analysis and Portfolio Management, Vikas Publication.
5. Elton, Edwin J and Gruber, martin J. : Modern Portfolio Theory and Investment Analysis
,johan Wiley, new york
6. Chandra ,P. : Investment Analysis & Portfolio management, Himalaya Publication New
Delhi.
7. Khatri, Dhanesh., Security Analysis and Portfolio Management, Macmillan, New Delhi
 Autumn Semester
Course Code: MAN - 686 - Tax Planning and Management
4-0-0-4
Objective:
The objective is to achieve the students with important provisions of Income Tax and Techniques
of planning and management.

Unit – I
Basic Concepts of Income Tax; Residence and Tax Liability, Exempted Incomes under Sec. 10,
Relief under Sec. 80.

Unit – II
Computation of Income under the Head Business and Profession, Provisions related to
Depreciation.
Computation of Income under the Head Capital Gains: Short term and Long term gains, Capital
Gains on Depreciable Assets, Various Provisions Relating to Cost of Acquisition and Exemptions
under the Head Capital Gains.

Unit – III
Tax Planning: Concept, Significance and Problems of Tax Planning. Distinction between Tax
Evasion and Tax Avoidance. Tax Planning regarding Setting up New Business; with reference to
Location, Nature and Forms of Organizational of New Business.
Tax Planning for Financial Management Decisions: Tax Planning relating to Capital Structure
Decision, Dividend Policy, Inter- Corporation Dividend and Bonus Shares.

Unit- IV
Tax Planning in Specific Managerial Decisions: Make or Buy Own or Lease, Repair or Replace,
Shut- down or continue. Special Tax Provisions relating to Special Economic Zones, Infrastructure
Sector and Backward areas.

Suggested Readings:
1. Singhania, V.K: Direct Taxes- Law and Practices, Taxman Pub. (P) Ltd. Delhi.
2. Srinivas, E.A.: Corporate Tax Planning, TMH.
3. Prasad, Bhagwati: Income Tax Law and Practices.
4. Palkiwala, N.A, Palkiwala B.A.: Law & Practice of Income Tax, N.M. Tripathi, Mumbai.
5. Shah, D.A.: A Treatise on Tax Planning, N.M. Tripathi, Mumbai.
 Spring Semester

Course Code: MAN - 613 – Strategic Management

4-0-0-4

Objective
The objective of the course is to impart an understanding of the comprehensive process of top
management in any business enterprise so as to develop the ability to analyse business problems
and provide an opportunity to experience the process of decision making.

Unit -I
Introduction and Basics
- Concept of Strategic Management
- Strategic Imperatives
- The Role of Strategists in Strategic Management
- Hierarchy of Strategic Intent
- General, Industry and International Environment Appraisal, Business Scanning.

Unit - II
Formulation and Choice of Strategies
- Competitive Environment and its Appraisal
- Internal Analysis and Diagnosis
- Corporate Level Strategic Alternatives
- Business Level Strategies
- Process of Strategic Choice

Unit - III
Implementation and Control
- The Implementation Process
- Structural Implementation
- Behavioural Aspects of Implementation
- Functional Plans and Policies
- Evaluation and Control of Strategy

Unit - IV
Business Intelligence and Analytics; Strategic - HRM, Finance and Marketing
- CRM
- Divestiture
- Diseconomy of Scale
- Competitive Forces
- Alternate Strategies
- Extrapolation
Suggested Readings:
1. Jauch, L. R., Gupta R and William F. Glueck: Business Policy and Strategic Management,
Frank Bros. & Co. (Publishers) Ltd., New Delhi.
2. Kazmi: Business Policy and Strategic Management, Tata McGraw Hill, New Delhi
3. Ghosh, P. K.: Strategic Planning and Management, Sultan Chand & Sons, New Delhi.
4. McCarthy, DJ, RJ Minichiello and JR Curran: Business Policy and Strategy: Concept and
Readings, A. I. T. B. S. Publishers and Distributors, New Delhi.
5. Ramaswamy, VS and S. Namakumari: Strategic Planning: Formulation of Corporate
Strategy, Macmillan India Ltd., New Delhi.
6. Ansoff, HI: Corporate Strategy, McGraw Hill Book Company, New York.
7. David, F. R. And Forest R. David: Strategic Management: A Competitive Advantage
Approach Concepts and Cases, Pearson India Education Services Pvt. Ltd., Chennai
 Spring Semester

Course Code: MAN – 614 - Entrepreneurship

4–0–0-4

Objective
The Objective of the course is to acquaint students with the principles of entrepreneurship and its
role in industrial development of a country and to impart knowledge of the basic problems of
management of small business units.
Unit - I
Introduction:
Concept of entrepreneurship; Functions of an entrepreneur; Entrepreneurial competencies;
Emergence of entrepreneurial class; Theories of entrepreneurship.

Unit - II
Entrepreneurial Development:
Environmental factors affecting Entrepreneurial Development, Entrepreneurial Development
Programmes and their evaluation; Government Policies and their effects; Role of Government and
other Institutions.
Unit - III
Management of Micro Small and Medium Enterprises:
Role of MSMEs in Indian Economy; Problems of MSMEs; Institutional support. Various issues
related to Production, Marketing, Finance and Human Resource Management of MSMEs.
Industrial sickness – Causes, Prevention and Remedies.

Unit – IV
Creativity and Innovation:
Creativity – Nature, Constituents, Types; Techniques of Creative Thinking – Focus Groups,
Brainstorming, Attribute Analysis; Synectics; Innovation – Types and Phases.

Rural Entrepreneurship - Definition, Meaning, Need, Approaches, Opportunities and Challenges;

Rural Entrepreneurship and Rural Development; Growth of Rural Entrepreneurship in India.

Suggested Readings:
1. Vasant Desai: Dynamics of Entrepreneurial Development and Management, HPH
2. Zimmerver & Scarborough: Essentials of Entrepreneurship and Small Business
Management, PHI
3. S. S. Khanka: Entrepreneurship and Small Business Management, S. Chand & Sons
4. Nandon: Fundamentals of Entrepreneurship of Management, PHI
5. Holt: Entrepreneurship- New Venture Creation, PHI
6. M. B. Shukla: Entrepreneurial and Small Business Management, Kitab Mahal
7. S. B. Srivastava:A Practical Guide to Industrial Entrepreneurs, S. Chand & Sons
 Spring Semester

Course Code: MAN - 615 – Management of Services

4-0-0-4

Objective
To develop an insight into growing importance of services and provide a conceptual frame to
identify and understand various managerial issues connected with services.

Unit - I: The Role, Importance, and Nature of Services

Services and Economic Development
Definition, Characteristics, and Classification of Services
Service Package
Planning for Effective Service Encounter
Hr Strategies

Unit - II: Marketing Considerations

New Service Designing and Development
Service Vision and Design
Consumer Behaviour and Redressal of Complaints; CRM
CRM
Service Failure and Recovery

Unit - III: Operation Considerations

Physical Evidence and Services Cape
Managing Location, Capacity, and Demand
Service Standards, Quality Gaps and Management, SERVQUAL

Unit – IV: Major Service Institutions

Financial
Health Care
Hospitality and Tourism
Banking and Insurance

Note: A one page single case relating to the issues detailed under one or more of the first four units
shall be given as Unit V. As far as possible the theoretical questions and the case should not relate
to the same issues / topics.
Suggested Readings:
1. Fitz Simmons, JA and MJ Fitzsimmons: Service Management – Operations Strategy and
Information Technology, TMH, New Delhi
2. Van Looy, B, Gemmel P and R. Van Dierdonck: Services Management – An Integrated
Approach, Pearson Education, New Delhi
3. Jauhari Vinnie and Dutta Kirti: Services – Marketing, Operations, and Management,
Oxford, New Delhi
4. Zeithaml, VA, Gremler DD, Bitner MJ and Ajay Pandit: Services Marketing – Integrating
Customer Focus Across the Firm, TMH, New Delhi
5. Verma, Harsh; Services Marketing – Text and Cases, Pearson Education, New Delhi
 Spring Semester
Course Code: MAN - 616 – Viva-Voce
0-2-0-2

Objective:
The objective is to develop the skills to present orally the conceptual knowledge acquired during
the programme.

Note: Tutorial classes will focus on development on individual communication ability through personal
attention and counselling under the supervision of faculty members.
 Spring Semester

Course Code: MAN – 689 - Rural Marketing

4-0-0-4

Objective
The paper is designed to serve the objective of exposing the students to the rural market
environment and the emerging challenges of globalization.

Unit - I
Nature, Concept and Scope of Rural Marketing, An Overview of Rural Marketing in India, Socio-
Cultural, Economic and Other Environmental Factors Affecting Rural Marketing.

Unit - II
Behavioural Pattern of Rural Consumers, Marketing of Consumer Durables and Non Durable in
Rural Markets, Brand Awareness and Purchase Decision, Decision Making Process of Rural
Consumer; Rural Marketing Behaviour.

Unit - III
Distribution Channels, Organizing Personal Selling in Rural Markets. Marketing of Agricultural
Inputs in context of Fertilizers, Seeds, Agricultural Implements;

Unit - IV
Rural Marketing Research and Information System, Retailing in Rural Areas, Institutional
Linkages, Monitoring and Evaluation of Rural Marketing.

Suggested Readings:
1. Raja Gopal: Organizing Rural Business Policy, Planning & Management
2. Raja Gopal: Indian Rural Marketing
3. T P Gopalswamy: Rural Marketing- Environment, Problems and Strategies
4. Ramachandra & Shastri: Behaviour in Space- Rural Marketing in Underdeveloped
Economy
 Spring Semester
Course Code: MAN - 690 – Branding, Advertising and Media Planning
4-0-0-4

Objective: The Course objective is to familiarize the students with the world of branding, media,
and, advertising which has gradually emerged as an industry with reference to India. Effort has also
been made to provide them practical exposure to the field through illustrations, case studies and
exercises in various aspects of craft of branding advertising and media planning.

Unit - I
Branding – Concept, Need and Importance; Role of Branding in Successful Positioning and
differentiation; Brand Equity and its Enhancement.

Unit - II
Promotion Mix and Advertising; Advertising Types; Advertising Objectives; The DAGMAR
Approach; Social Impact and Ethical Issues in Advertising.

Unit - III
Advertising Media Alternatives; Media Choice; Media Scheduling; Budgeting for Advertising.

Unit - IV
Message Designing; Component of Ad. Copy; Building Successful Ad. Copies; Pre-testing and
Post-testing of Advertising efforts.

Suggested Readings
1. Wright, Winters and Zeiglas: Advertising Management
2. Dunn and Barban: Advertising-its Role in Modern Marketing
3. Kenneth F Runyend Advertising
4. Chunawala, S. A.: Foundation of Advertising – Theory and Practice, HPH
5. Aaker, David A., Batra, Rajiv, Myers, John G.: Advertising Management, New Age
International Publishers
6. Mathur, U. C.: Advertising Management, New Age International Pulishers
7. Gupta, S. L. and Ratna, V. V.: Advertising and Sales Promotion Management, Sultan Chand
and Sons.
8. Kotler, Philip: Marketing Management: PHI, New Delhi
 Spring Semester

Course Code: MAN - 691 - Industrial Relations and Labour Laws

4-0-0-4

Objective
The objective of the course is to familiarize the students with various dimensions of industrial
relations, in general and in India, in particular. It also provides knowledge of certain labour
legislations so that students may understand and interpret them. The course aims at developing
skills in the future managers for maintaining harmonious management and employees relations.

Unit - I
Overview of Industrial Relations and Trade Union:
Industrial Relation: Concept, Theoretical Perspectives - Systems Model, Unitary Theory; Trade
Union: Meaning Functions, Structure of Trade Unions.

Unit - II
Labour Issues:
Industrial Discipline; Grievances Handling; Industrial Disputes: Nature and Causes; Collective
Bargaining; Workers Participation in Management.
Unit – III
Regulatory and Welfare Legislation:
Factories Act, 1948; Trade Union Act, 1926; Industrial Disputes Act, 1947
Unit – IV
Social Security Legislation:
Maternity Benefit Act, 1961; Employees’ Compensation Act, 1923; Employee State Insurance Act,
1948.

Suggested Readings:
1. Piyali Ghosh and Shefali Nandan: Industrial Relations and Labour Laws, McGraw Hill India
2. Arun Monappa: Industrial Relations, McGraw Hill India
3. CS Venkataratnam: Industrial Relations, Oxford University Press, New Delhi
4. PRN Sinha, Indubala Sinha, Seema and P. Shekhar: Industrial Relations, Trade Unions, and
Labour Legislation, Pearson Education India
5. Kochan, TA and Katz, H: Collective Bargaining and Industrial Relations, Homewood, Illinois
6. Ramaswamy, EA: The Rayon Spinners-The Strategic Management of Industrial Relations,
Oxford University Press, New Delhi
 Spring Semester

Course Code – MAN - 692: Organisation Development and Change

4-0-0-4

Objective
This course is geared towards helping the students develop an insight into the concept, challenges
and tools and techniques of implementing changes in an organisation. The purpose of the course
is to enable students to understand theoretical and practical underpinnings of organization
development, and develop necessary conceptual and practical skills to help them become
potential change agents and Organisation Development practitioners.

Unit I
Concept of Change: Concept and Nature and of Organizational Change; Forces for Change in
External Environment and Internal Environment; Types of Changes- Planned Change, Unplanned
Change, Incremental Change.

Unit II
Change strategies: Barriers to Change; Managing Resistance to Change; Strategies for
Implementing Change; Lewin’s Model of Change; Role of Change Agent.

Unit III
Organisation Development (OD): Concept and nature of OD; Assumptions underlying
Organisational Development; Organisation Development Process- Diagnosis, Action, OD program
management; Action Research.

Unit IV
OD Interventions: Team Interventions; Intergroup Interventions; Structural Interventions: Job
redesign, Quality Circles, Socio-technical Systems; Personal and Interpersonal Interventions: Life
and Career Planning, Coaching and Mentoring.

Suggested readings:
1. Singh, K. ( 2010). Organisation Change and Development. New Delhi: Excel Books
2. Cummings, T. G. and Worley, C. G. (2009). Organization Development and Change.
Canada: South-Western Cengage Learning.
3. French, W.L., Bell, C.H. (2008). Organization Development, 6/E. New Delhi: Pearson.
4. Pathak, H, (2010). Organisational Change, Pearson: New Delhi.
5. Neelkant, V. and Ramnarayan,S. (2007).Change Management, New Delhi: Response Books.
6. Sharma, R. (2012) Change Management & Organisational Transformation. New Delhi:
McGraw Hill Education.
 Spring Semester

Course Code – MAN - 693: Financial Derivatives

4-0-0-4
Objective:
To give an in-depth knowledge of the functioning of the derivative securities market and its
instruments.

Unit - 1
Introduction: Meaning and purpose of derivatives; Types of derivative contracts; Financial risks;
Credit risk, Default risks, Foreign exchange, Interest Rate, Systematic and Unsystematic risks,
Types of traders; Hedgers and speculators.
Trading of future contracts; Operation of Margins, Settlement and Regulations.

Unit - 2
Options: Types of Options: Call and put payoffs, Trading strategies involving single option and
stock, spreads, Straddles and strangles; Valuation of Options; Binomial Options Pricing Model,
Black-Scholes Model.

Unit – 3
Futures: Futures Contracts; Futures MarketClearing House Margins, Trading Futures Positions; Fut
ures Prices and Spot Prices; Forward Prices vs Futures Prices; Hedging strategies to cover price
risks; Futures vs Options

Unit – 4
SWAPS:
Mechanics of Interest Rate Swaps, Valuation of Interest Rate Swaps, Currency Swaps and its Valua
tion, Credit Risk and Swaps.

Suggested Readings:
1. Dhanesh Kumar Khatri, Derivatives and Risk Management by, Macmillan Publishers India
Ltd.
2. Sundaram Janakiraman, Derivatives and Risk Management, Pearson Publishers Ltd.
3. S.L. Gupta, Financial Derivatives: theory, concepts and problems, PHI.
4. Das, Satyajit: Swap & Derivatives Financing, Probes.
5. Hull, J. Robert W: Understanding Futures Markets, Prentice Hall, New Delhi.
6. Report of Prof. L. C. Gupta, Committee on Derivatives Trading.
7. Report of Prof. J. C. Verma, Committee Report on Derivatives Trading.
 Spring Semester

Course Code: MAN – 694 - International Financial Management

4-0-0-4

Objective
To give the students an overall view of the International Financial System – Instruments and
Markets.

Unit – I
International Financial System: Introduction; Elements; Financial Market- Structure, Role,
Participants;International Monetary System and International Economic Linkages, International
Financial Institutions – IMF, World Bank.

Unit – II
International Financial Market Instruments: ADR, GDR, IDR,FCCB; FCEB; External Commercial
Borrowing – Concept, Procedure, Documentation; Loan Syndication; Euro Bond; Foreign Bond;
Euro Loan;

Unit- III
Balance of Payments and Foreign Exchange Market: BOP – Components; Disequilibrium of BOP –
Concept and Significance; Correction of Disequilibrium – Devaluation, Deflation, Exchange
Control, Trade Control; Foreign Exchange Market – Features, Participants; Management of Foreign
Exchange in India

Unit – IV
Foreign Exchange Rate: Fixed and Floating; Exchange Rate Quotes; Spot and Forward Exchange
rate; Factors affecting Exchange Rate; Determination of Exchange Rate – Balance of Payment
Theory and Purchasing Power Parity Theory.

Suggested Reading:
1. Shaprio, Alan. C.: Multinational Financial Management, Prentice Hall, New Delhi
2. Apte, P. G.: International Financial Management, Tata McGraw Hill, New Delhi
3. Buckley, Adrian: Multinational Finance, Prentice Hall, New Delhi
4. Eitman, D. K. and A. I. Stenehill: Multinational Business Cash Finance, Addison Wesley,
New York
5. Yadav, Surendra S, P. K. Jain and Max Peyrard: Foreign Exchange Markets, Mac Million,
NewDelhi
6. Sharan, V.: International Financial Management, PHI, New Delhi
7. Jeevanandam, C.: Foreign Exchange- Practices, Concepts & Control, Sultan Chand & Sons,
New Delhi
8. Zeneoff D & Zwick J, International Financial Management, PHI