MBA Digital Marketing 2020 22 Syllabus
MBA Digital Marketing 2020 22 Syllabus
MBA Digital Marketing 2020 22 Syllabus
MBA(Digital Marketing)
SYLLABUS I to IV SEMESTER
JSS MAHAVIDYAPEETHA
JSS Science and Technology University
Sri Jayachamarajendra College of Engineering,
JSS Centre for Management Studies,
JSS Technical Institutions Campus, Mysore – 570 006
JSSCMS JSS Science and Technology University MBADM 2020-22
COURSE STRUCTURE
SEMESTER I
SEMESTER II
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SEMESTER III
SEMESTER IV
Total 20 6 0 26
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SEMESTER I
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SEE 50
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References:
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A) Block 1
Module-1 Introduction to Economics: 8 Hours
Micro economic analysis – Scarcity and choice – Trade Offs – Prices and Markets – Theories and
Models – Managerial Applications of Micro Economic Theory – Managerial Decision Making –
Theory of the Firm - Goals of Microeconomic policy: Efficiency and Equity – Managerial
Economics and Economic Theory – Maximizing the value of firm
Marginal Analysis for Optimal Decisions - Objective Function –Constrained and unconstrained
optimization – Optimal level of activity – Marginal Benefit and Marginal Cost
The seller’s view: Total Revenues, Average Revenues, Marginal Revenues – Relationship between
Elasticity of demand, Price (AR), TR and MR Applications of the elasticity concepts
B) Block 2:
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– Profit maximization and input choice – Two variable inputs: Production Isoquants - Marginal
Rate of Substitution and Elasticity of substitution – Expansion path and returns to scale
Module-4: 12 Hours
Measuring Cost – Economic Vs Accounting costs-opportunity cost – sunk cost – Fixed cost Vs
variable cost - Fixed cost Vs sunk cost – Marginal and Variable Cost – Four important decision pit
falls
Cost in the Short Run – Determinants of short-run cost – shapes of the cost curves - Cost in the
Long Run – user cost of capital – cost-minimizing input choice – Isocost Line – choosing inputs –
cost minimization with varying output levels – Expansion path and Long run costs
Long Run Vs Short Run Cost curves – inflexibility of short run production – Long Run and Short
Run average cost curves – Long Run and Short Run Marginal cost curves – Returns to scale,
Economies and Diseconomies of scale – relationship between Long Run and Short Run Cost
Dynamic changes in costs – Learning Curve - Graphing the learning curves – learning Curve Vs
economies of scale
Managerial Decisions under Oligopoly – Oligopoly –Features – Kinked Demand Curve - Price
Leadership – Cartels - Game Theory– Concepts; Prisoner’s Dilemma, Nash Equilibrium – First
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C) Block 3:
Pricing Rules –of thumb – Mark up pricing and Profit maximization –MR, MC, and Profit
maximization -Two part Pricing – Multiple Product Pricing – Transfer Pricing - Managerial
Implications
Concepts of Risk and Uncertainty – Demand for Risky Assets – Assets – Risky and Riskless Assets
– Asset Returns – Tradeoffs between risk and return - Measuring risks with Probability
Distributions – Dispersion of Probability Distributions - variance – standard deviation – co-
efficient of variation – Manager’s utility function for profit – risk averse – risk loving – risk neutral
- Managerial implications
Probability Matrix - Maximax Criterion - Maximin Criterion – Maximax Regret Criterion – Equal
Probability criterion
References:
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B) Block 2: Probability
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References:
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References:
Principles and practices of Marketing – David Jobberand Fiona Chadwick - McGrw Hill
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C) Block 3: Payment Systems and web customers, Social, ethical and legal aspects
Module 9: cyber wallets, mobile payment, NFC, payment service providers – PayPal,
PayTM etc. 3 Hours
Module 10: payment gateways- standards, integration, banking and legal issues. 3 Hours
Module 11: Remarketing. Elements of e-Branding and marketing strategy on the web. 3 Hours
Module 12: Access, adaptation and attitudes. Customer satisfaction and loyalty. 3 Hours
Module 13: Privacy, Intellectual Property Rights, trademarks, copyrights, network innovations
and patents; banking and dispute resolution policies, cyber laws. 3 Hours
Module 14: Use of Social networks for business, Analytics in E- Business. 4 hours
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Module 15: E-Business Entrepreneurial Process: Factors affecting the success, Development of E-
Business Plan, Financing, Operational Challenges, Staffing, Project Management, Taxation,
Future challenges and opportunities 6 Hours
References:
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References:
Word for Beginners (Word Essentials Book 1) Kindle Edition -by M.L. Humphrey (Author)
Excel for Beginners (Excel Essentials Book 1) Kindle Edition -by M.L. Humphrey (Author)
Accounting an introduction 6th Edition-Eddie McLaney, PeterAfrill- Pearson Publishers
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B) Block 2: Communication
Module 14: Team performances and evaluation Activities, games and exercises.
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SEMESTER II
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SEE 50
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Recommended Books:
1. Prasanna Chandra; Financial Management Theory and Practice; Tata McGraw Hill; 7th Edition
2. I.M. Pandey – Financial Management (Vikas), 9/e,
3. Brigham & Houston – Fundamentals of Financial Management, Thomson Cengage Learning,
1/e,
4. M.Y. Khan & P.K. Jain – Financial Management (TMH), 5/e
5. Damodaran, Corporate Finance – John wiley& Co., 2/e, 2004
6. Vanhorne, Financial Management & Policy, Pearson / PHI, 11/e, 2002.
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A) Block 1:
Module 1: Product offering decision 8 Hours
Marketing Mix and product Strategy – Integrated Approach, levels of a Product, Product
Characteristics and Classifications, Product and Service Differentiation, Product Life Cycle
Marketing Strategies.
Product- Mix Decisions, Product-Line Strategies, Product-Mix Pricing, Packaging and Labelling Decisions,
Product Managers’ role in organisation, New Product Development, Consumer-Adoptions Process.
B) Block 2:
Module 3: Brand Management 4 Hours
Concepts of brand, Types of Brands, Strategic Brand Management Process, Brand Building
Blocks.
Brand personality, Elements of Brand Personality, Brand Awareness, Brand Loyalty, brand
Identity-concept and Sources, Designing brand identity – kapfer’s Brand Identity Prism, Brand
Image.
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C) Block 3:
Module 6: Understanding Brand Equity 6 Hours
Brand Equity – Definitions and Significance, Brand Equity Models, building brand equity, Brand
Value and Brand Strength, measuring brand equity-cost based method, price Based Method,
Consumer based Method.
Designing and implementing branding strategies- name, symbol, Brand Extension- Meaning,
types, Need, Advantages and Disadvantages, Evaluating brand Extension opportunities,
reinforcement and revitalizing brands.
Module 8: Managing Brands over geographic Boundaries and market Segments. 6 Hours
References:
2. Gary L Lilien, Arvind Rangaswamy, New Product and Brand Management Prentice Halls.
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Module 2: Benefits of Digital marketing e.g. reach, scope, immediacy, interactivity 3 Hours
Module 3: The internet micro- and macro-environment, Internet users in India 4 Hours
Module 4: The internet marketing mix: product and branding; place e.g. channels, virtual
Organizations; price e.g. auctions; promotions; people; processes; physical evidence. 4 Hours
Module 5: Digital marketing tools/e-tools; the online marketing matrix including business and
Consumer markets; the online customer. 4 Hours
Module 6: Interactive order processing: choosing a supplier; selecting a product; check stock
Availability; placing order; authorization of payment; input of data; data transfer; Order
processing; online confirmation and delivery information; tracking of order; Delivery; data
integrity and security systems; 3 Hours
B) Block 2: Use the internet for promotion using digital marketing Communications
Module 7: Search engine marketing (SEM): definition of SEM, definition of search engine
Optimization (SEO); advantages and disadvantages of SEO; best practice in SEO 4 Hours
Module 8: Paid search engine marketing, pay per click advertising (PPC); landing pages; long
Tail concept; geo-targeting e.g. Google Ad Words; opt in email and email Marketing 4 Hour
Module 9: Market research 3 Hours
Module 10: Customer relationship Marketing 3 Hours
Module 11: Internet communities 3 Hours
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Module 12: Design digital marketing plan, SWOT, situational analysis, key performance
Indicators in internet marketing, Digital Landscape, P-O-E-M Framework. 3 Hours
References:
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Module 1 7 Hours.
Role of IMC in marketing process, IMC planning model, Marketing and promotion process model.
Communication process, steps involved in developing IMC programme, Effectiveness of
marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix,
Advertising appeal in various stages of PLC
Module 2 7 Hours.
Advertising Agency: Type of agencies, Services offered by various agencies, Criteria for selecting
the agencies and evaluation.
Module -3 7 Hours.
Advertising objectives and Budgeting: Goal setting – DAGMAR approach, various budgeting
methods used.
Block 2: Planning for Marketing Communication (Marcom) and Developing the Integrated
Marketing Communication Programme:
Module 4 6 Hours.
Module-5 6 Hours.
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Integration with advertising and publicity Public relation/ Publicity: - Meaning, Objectives, tools
of public relations, Public relation strategies, Goals of publicity, Corporate Advertising – Role,
Types, Limitations, PR Vs Publicity.
Module -6 7 Hours.
Monitoring, Evaluation and control: Measurement in advertising, various methods used for
evaluation, Pre-testing, Post testing.
Module -7 8 Hours.
Case Study: Lacoste Pg. 268, and H&M, Page 273, Digital Marketing by Seema Guptha
International Advertising: Global environment in advertising, Decision areas in international
advertising, Industrial advertising, Advertising Laws & Ethics
Text Book:
1. Advertising & Promotion- An Integrated Marketing Communications Perspective, George Belch,
Michael Belch & Keyoor Purani, TATA McGraw Hill
Reference Books:
1. Advertising Management, Jaishri Jethwaney & Shruti Jain, Oxford University Press
2. Advertising & Promotions: An IMC perspective, Kruti Shah and Alan D’Souza, Tata McGraw Hill
3. Advertising Management, Aakar, Batra and Myers, Prentice
4. Advertising & Promotions, S H Kazmi and Satish K Batra, Excel
5. Advertising; Principles and Practice, Wells, Moriarty and Burnett, Pearson
6. Advertising & Promotion: An IMC approach, Terence A. Shimp Pub., Cengage Learning
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References:
Leading Minds: An Anatomy of Leadership, by Howard E. Gardner and Emma Laskin, 2011
Start with Why: How Great Leaders Inspire Everyone to Take Action, by Simon Sinek, 2011
The 5 Levels of Leadership: Proven Steps to Maximize Your Potential, by John C. Maxwell,
2011
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This course is designed keeping digital marketing students in mind. If students have no
experience, and don't even know the ABCD of building website more specifically WordPress blog,
WordPress Websites, students don't know anything about WordPress Plugins, WordPress
Themes, how to use WordPress, WordPress SEO, WordPress dashboard, WordPress Widgets,
then don't worry, we are there for you. Students can learn the most from it. Even if some students
are experienced, you will still get to know certain things that you would not be knowing. This
course is not for people trying to learn to code a custom Website. In this course, students will
learn how to use the thousands of themes and plugins already out there to design your own
custom websites.
Requirements:
A working computer, either Windows or Mac
A modern browser like Chrome, Firefox, or Safari
You don't need any experience with WordPress or with building a website and No Coding Skills
required.
Usefulness of this course/Lab:
If you want to build a website for blogging, your business, hobby or your personal life.
You don't know coding and still want to make websites
All level of people who would like to learn from basics of WordPress
Learners who want to build their own WordPress using themes, then this course is for you. Course
Contents:
Hosting your CMS
Types of WordPress
Setting up local server
Downloading XAMPP
Installing XAMPP to create local server
Creating database and downloading WordPress
Install WordPress
Extracting WordPress files and installing WordPress
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SEMESTER III
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Module 4: Introduction to Google Ad words, Ad TYPES, Pricing models, PPC cost Formula, Ad Page
Rank, Billing and payments, 10 Hours
Module 5: User Interface, Planning and control of key words, Designing Image Ad, Creating
Animated Ads, YouTube Video Promotion, 10 Hours
Module 6: Creating Video Ads, Use Self-Service or managed Ads, get started with a Campaign
Manager, choose an Ad Format, create an Ad, Target, Measure and optimize your Campaign,
Synthesis Case: DELL Pg. 210 Digital Marketing by Seema Gupta 12 Hours
References:
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SEE 50
Module 3: Google Pages for You Tube Channels, Video Flow, Verify Channel, Webmaster Tool –
Adding Asset. 6 Hours
Module 4: Associated Website Linking, Custom Channel URL, Channel – ART, Links, Keywords,
Main Trailer, Uploading Videos, Defaults, Creator Library, Channel Navigation, Video Thumbnail.
6 Hours
Module 5: CTA- Annotation, Cards on Mobile, re direct Traffic to Website, Post Upload
Enhancements, Live Broadcasting, Managing Playlists, comments and Messages, Monetization
with Ad sense, paid YouTube Channel, Channel Analytics, Real time Analytics. 6 Hours
Module 6: How to make videos, Camera angles, settings, shooting, techniques, editing, Audio,
background score, Animation, Software for editing, on hands training on video, Publishing HD
videos, Practical Examples and creating Animated Contents, Synthesis and case analysis. 6 Hours
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References:
Social Media Marketing All-In-One for Dummies by Jan Zimmerman and Deborah Ng, 2017
Socialnomics: How Social Media Transforms the Way We Live and Do Business – Erik
Qualman
Digital Marketing by Seema Guptha
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Module 1: What content marketing is and how to incorporate it into your business 3 Hours
Module 2: How to publish your content and incorporate SEO into your strategy
so people can find you 3 Hours
Module 3: How to increase traffic coming to your website(s) 3 Hours
Module 4: How to engage your customers with your content 3 Hours
Module 5: How to optimize what you already have and create GREAT content with
it – you don’t need to start from scratch 3 Hours
Module 6: How to develop a strategy to create content for what your customers
want -not what you think they want 3 Hours
Module 7: How content marketing can be a cohesive blend with your other marketing
Tactics not competition 2 Hours
Module 8: Which channels work, why, and how to incorporate them into your
marketing plan 2 Hours
Module 9: How to use social media to communicate better in your networks,
and more Efficiently 2 Hours
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References:
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Module 8: Definition of Digital Business Design, types of Digital Business and the importance of
Digital Business Design for Digital Entrepreneurs. Preparing for the Digital Revolution. 4 Hours
Module 9: Value Proposition, Describing the purpose of Digital Business and Competitive
advantage versus alternatives. The ABC’s of Digital Business Design (The Acquisition, Behavior-
Conversion Process) 4 Hours
References:
Entrepreneurship –Successfully launching new ventures –third edition – Bruce R. Bar ringer,
R. Duane Ireland – Pearson
Entrepreneurship & Small Business- Start –Up, Growth & Maturity, - Third Edition, Paul
Burns – Palgrave Macmillan
Product Management – Donald R.Lehaman, Russel.s. Winer, Tata McGrawhill edition
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References:
Email Persuasion: Captivate and Engage Your Audience, Build Authority and Generate More
Sales With Email Marketing, By Ian Brodie, 2013
Youtility by Jay Baer
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Statistics in the social sciences involves the collection, analysis, interpretation, and presentation
of data to answer questions about the social world. The specific topics covered in this course
include data description, statistical inference, hypothesis testing, analysis of association and
variance, an introduction to regression analysis, and a basic understanding of computer-based
statistical software. Students will learn how statistics can help them to answer questions about
the social world and enhance their ability to think through problems.
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Module 3
Frequency Distributions and Descriptive Statistics, Graphing, Z-Scores, T-Tests, ANOVA,
Correlation and Regression, Data Analysis, Analyzing Frequencies: Chi-square, Comparing two
groups
Module 4
T-tests, Paired T-tests, comparing two groups – Non-parametric, Two independent groups:
Mann-Whitney U, Paired groups: Wilcoxon Signed Rank Test, Testing associations between
continuous variables, Correlation.
Module 5
Parametric: Pearson correlation coefficient, Nonparametric: Spearman's rho, Getting Started
with SPSS, Describing Data I, Describing Data II
Module 6
A First Look at Some Sociological Data, Exploring Relationships, Regression, More on
Relationships, A First Look at Experimental Design, Central Limit Theorem, Building Confidence
In Confidence Intervals
Module 7
Concepts In Hypothesis Testing, Two Group Inference, Population Means, Comparing two
Population Means, Comparing Multiple, Groups – Parametric, One-Way Analysis of Variance
(ANOVA), and Additional Topics: Post-hoc tests (Multiple comparison test)
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APTITUDE ESENTIALS
Sl Duration in TRAINER /
Topic Name Sub-Topics
No Hours FACULTY
1 Hour
- Pre-assessment
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f. Comparisons
g. Prepositions
h. Determiners
a. Coding and Decoding
Coding & decoding, b. Series
Series, Analogy, Odd
6 c. Analogy 2
man out and Visual
reasoning d. Odd Man Out
e. Visual Reasoning
a. Percentages as Fractions
and Decimals
b. Percentage Increase /
Percentages, Simple Decrease
7 interest and Compound c. Simple Interest
interest
d. Compound Interest 2
e. Relation Between Simple
and Compound Interest
a. Pro-active thinking
b. Reactive thinking
(signpost words, root words,
Sentence completion and prefix suffix, sentence
8
Para-jumbles structure clues)
c. Fixed jumbles 2
d. Anchored jumbles
a. Clocks
Clocks, calendars, b. Calendars
9 Direction sense and
Cubes c. Direction Sense 2
d. Cubes
a. Basics of time, speed
and distance
b. Relative speed
Time, Speed and
10 c. Problems based on trains 2
Distance
d. Problems based on boats
and streams
e. Problems based on races
a. Vocabulary Demystified
b. Synonyms and Antonyms
11 Vocabulary c. Word Analogy 2
d. Miscellaneous
Vocabulary
a. Data Interpretation –
Data interpretation and Tables
12
Data sufficiency b. Data Interpretation - Pie
Chart
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Post-assessment 1 Hour
-
(Online)
Total Duration 36 Hours
INTERVIEW ESENTIALS
TRAINER /
Sl.no Duration
FACULTY
· Importance of GD
round
· Skills assessed in
GD round
· How to ace GD
Group discussion - · Dos and don’ts of a
1 2 Prof Yuvaraj
Basics GD
· Idea generation
techniques
· One mock GD
participated by 12 volunteer
students, facilitated by the
trainer
· Self-introduction
practice
· Body language –
Personal Interview - 2 Prof Aruna
2 especially grooming
Basics Adarsh
– for personal interview
· Personal interview –
FAQs discussion
· How to write a good
and impressive
Resume
· Important aspects of Prof M
3 Resume writing - Basics 2
an impressive Pradeep
Resume
· Sample template and
formatting ideas
Total Duration 6 Hours
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SEMESTER IV
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Service encounters and Process Flows, perceived service quality, satisfaction and perceived
value, Introduction to the Gaps Model of Service Quality, Customer Expectations of Satisfaction
and Quality, Customer Perceptions of Satisfaction and Quality 8 Hours
The Three-Stage Model of Consumer Behavior Applied to select Services in terms of behavior and
expectations, The Service Delivery System, Theatre as a Metaphor for Service Delivery, Role and
Script Theories Applied to Services 6 Hours
Customer Research, Key Steps in Service Planning, Core and Supplementary Services, The Flower
of Service—Adding Value via Supplementary Services, Branding of Services, Designing the Service
Enterprise: New Service Development, Technology in Services, Service Quality, Process
Improvement (DEA supplement), Segmentation Targeting and Positioning of Services in
Competitive Markets. 8 Hours
Role of customers and employees- boundary spanners, support staff in delivering services.
Managing People for Service Advantage: Importance of Service Personnel, Conflicts in
Boundary—spanning Roles and Implications of Role Stress, The Cycles of Failure, Mediocrity, and
Success, Selection, Training, and Motivation of Service Staff, Service Leadership and Service
Culture. 6 Hours
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Understanding and Closing Gap 2: Service Standards, Development, and Design, blueprinting as
a Basic Tool for Understanding and Managing Service, Processes, Service Process Redesign,
Increasing Customer Participation 6 Hours
The Services Cape Model, Dimensions of Service Environments, Engineering Customer Service
Experiences, Managing Capacity and Demand, Managing Waiting Lines, Balancing Demand and
Capacity 6 Hours
Objectives & Foundation for Setting Prices, Cost-based, Value-based, and Competition-based
Pricing, Revenue Management, Ethical Concerns & Perceived Fairness of Pricing Policies. 6 Hours
Understanding and Closing Gap 4, Communication Strategies for Services, Branding and
Communications 6 Hours
Module 10: Managing Customer Loyalty and Organizing for Service Leadership
Text Books
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SEE 50
Module 1
Strategy making process, understand above average returns as a measure to determine that firm
has competitive advantage, benefits of strategy management, Component of strategic
management model.
Module 2
Understand strategic management process business definition & Organization values that build
mission statement. Describe strategic vision, mission, goals, long term objectives, short term
objectives and discuss their value to the strategic management process.
Module 3
Resource based strategy, Identify the strength and weakness by analyzing the internal
environment. Understand the concept of Value and discuss its importance. Define capabilities
and discuss how they are developed. Match Core competencies with resources and capabilities.
Use value chain to identify and evaluate resources and capabilities. Discuss importance of
preventing core competencies from becoming core rigidities.
Module 4
Explain the importance of a firms’ external environment that helps identify opportunities and
threats. Describe the general environment and the industry environment. Understand the
competitive landscape. Porters five competitive forces and explain how the five forces shape
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competition within an industry and limits profitability. Understand the different methods to carry
out competitor Analysis, sources of potential competition and mobility barriers within strategic
groups. Business firm’s opportunities, threats constraints, economic considerations,
technological considerations. Competitive behavior of firms in Industry leading to competitive
dynamics, Offensive and defensive strategies that lead to competitive dynamics, First, and late
movers and advantages and disadvantages, Model of competitive rivalry, Conditions for
undertaking competitive actions & drivers of competitive behavior, outcomes of competitive
dynamics.
Module 5
Module 6
Module 7
Strategy Formulation Part III -Strategies to fit Industry and company situations 3 Hours
Environmental fit & Resource fit, Industry attractiveness factors, and how attractiveness
translated into numbers. Opportunities across industry life cycle emerging, growth, matured,
declining and hostile markets.
Module 8
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business level strategies. Organizational structures used to implement different corporate level
strategy. How corporate culture promotes implementation of strategy, types of control systems
Textbooks
1. Strategy and the Business Landscape – Pankaj Ghemawat
2. Strategic Management – Competitiveness and Globalization: Michael A. Hitt, Duane
Ireland, Robert E. Hokinson , : South Western, Thomson Learning
3. Competitive Advantage, Michael E. Porter, South Western, Thomson Learning
4. Crafting and Executing Strategy, Arthur Thmpson, A.J.Strickland, Arun Jain, Mc Grawhill
5. Strategic Management An Integrated Approach 7th Charles W. L. Hill & Gareth R. Jones &
Joan Penner-Hahn – Biztantra
6. Strategic Management – A dynamic Perspective, Mason Carpenter, Prashant Salwan,
Perason
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Nature and Role of Selling, Objectives, linkages with marketing and other functional domains of
management, Environmental Changes Affecting Sales Management. Role and Responsibilities of
a Sales Manager: Nature, Responsibilities, Social, Ethical, and legal Responsibilities of Sales
Personnel – reference to Hiring, Training, Coaching, Motivating, Setting Targets and Tracking
Performance, Organizing the Sales Effort, Allocation of Scarce Resources-Role of a Sales
Executive, Responsibilities, General Policies Sales, Product, Distribution, Pricing and promotion
Strategic Planning, Tactical & Operational Planning, Sales Planning Process- Setting Objectives,
Operations to Meet, organizing for Action, Implementing, Measuring Results against Standards,
Re-evaluating and Control. Identifying specific market opportunities and problems, Market
Potential and Sales Forecasting: Need, meaning, Importance, and process of assessing market
potential, sales forecast- Breakdown and Buildup Forecasting, Qualitative methods, Quantitative
methods- Criteria for choosing forecasting method.
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customer contact plan, Assigning sales personnel to territories, evaluation and revision of sales
territories Operating the territory management system - Routing, Scheduling, Sales force
structure- Product-based, Geographic-based, Customer-based, Combination
Determining specific requirements of the sales personnel, Sales personnel selection process:
Sourcing the candidates, Screening the candidates, Selection test, Background check, Personal
interview, Letters of recommendation, Physical examination, Making the employment offer
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Personal selling and its fit in the promotional mix, Characteristics of personal selling, Roles of
Personal Selling, the evolution of personal selling, Advantages, Importance of Personal Selling,
Difference Between Selling and Marketing, sales channels, trends in personal selling, Forms of
personal selling, Personal Selling Approaches, The Sales Process
Recommended Reading
1. Sales Management–Charles M Futrell - Thomson Learning -6th edition
2. ABC’s of Relationship Selling Through Service –Charles M Futrell
3. Personal Selling-Building Customer Relationship –Rolph E. Anderson, Alan J. Dubinskt
4. Fundamentals of Selling –Charles M Futrell
5. Selling and Sales Management –David Jobber and Geoff Lancaster–7th edition
6. Cracking the Sales Management Code – Jason Jordan Michelle Vazzana
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Block 2: SDLC
Block 3: Resource Scheduling and, Risk Management Agile Project Management, Monitoring
and Control
Module 11: Use of resources such as people, material, equipment and working capital. 4 Hours
Module 12: Resource Smoothing Problem and the Resource Limitation problem 4 Hours
Module 13: Critical Chain Project Management (CCPM) 4 Hours
Module 14: The Program Evaluation and Review Technique (PERT) including a Simulation
approach to finding the distribution of the project completion time is covered 3 Hours
Module 15: The manifesto and agenda for agile project management 3 Hours
Module 16: Audit and Closure of projects 3 Hours
Module 17: Synthesis and Cases Analyzed. 3 Hours
References:
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Block 2: AdSense
Module 6: Google AdSense: Google as affiliate partner and business catalyst. Understanding
Google AdSense Business model. Identifying specific demography of users. Choosing the right
mix of ads. Advertising in search engine. SEO (Search Engine optimisation), priority
Advertisement, right mix of search-words. Tweaking of business promotion by understanding
google analytics and data research. 12 Hours
Block 3: Administration
Module7: Internal administration – integration of products. User sensitivity, blocking and
unblocking of advertisements. Analysis of SEO data. Synthesis and Exercises. 4 Hours
References:
Google Ad words for Beginners: A Do-It-Yourself Guide to PPC Advertising, By Cory
Rabazinsky, 2015
Introduction to Programmatic Advertising, By Dominik Kosorin, 2016
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Blogging: A Practical Guide to Plan Your Blog: Start Your Profitable Home-Based Business
with a Successful Blog By Jo and Dale Reardon, 2015
Affiliate marketing: A complete guide step by step to how to join the affiliate marketing
business by Mark J. Cooper
Affiliate Marketing: Learn How to Make $10,000+ Each Month on Autopilot. by Michael
Ezeanaka
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A) Block 1: Introduction
Module 1: Data Collection, Web logs and Java Script Tags, Key Metrics, Behaviour Analysis,
Outcomes Analysis and experience analysis. 6 Hours
Module 2: Making Web Analytics Actionable, Context, Creating high impact executive
Dashboard, Customer Segmentation. 6 Hours
B) Block 2: Integrating with Website
Module 3: Web Analytics, Measurement metrics Accounts and Profiles, Analytic Reporting,
Sorting, Filter and Time chart, Audience Segmentation 6 Hours
Module 4: Traffic and Behaviour Reports, Goals and Conversion Reports, Developing Intelligence
Report 6 Hours
Module 5: Google Webmaster Tool, setting it up for SEO and Integrating, Google Indexing, Search
Traffic and links, Site Map and Site Links, Managing Security Issues 6 Hours
C) Block 3: Multi Channel Attribution
Module 6: Linear Attribution Model, Last interaction/last click and First Interaction/First Click
Attribution Model 6 Hours
Module 7: Time Decay Attribution Model, Position Based Attribution Model, how to connect
offline with online. 6 Hours
D) Block 4: Universal Analytics and Competitive intelligence
Module 8: Panel based and ISP –Based Measurement, Browser Toolbar and Benchmarking Data,
Remarketing Code. 6 Hours
Case Study – Conversion Tracking Through URL builder- A Hotel Brand
References:
Web Analytics 2.0 by Avinash Kaushik
In The Plex: How Google Thinks, Works, and Shapes Our Lives -Kindle Edition- Steven Levy
The Big Data-Driven Business by Russell Glass & Sean Callahan
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References:
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JSSCMS JSS Science and Technology University MBADM 2020-22
Creative, Design Thinking and Skill Development is a course about developing you as thinkers,
your sense of play while building a wide range of skills that will help you creatively navigate
through life.
Lab Objectives
Understand The nature of human creativity and innovation,
How creativity and design thinking help business to solve complex problems,
The process and tools of design thinking,
Different creativity and design processes and how it can be used to generate better ideas,
How to use a variety of tools to help validate your ideas to improve their chances for
impact, and skill development
References:
The Principles of Beautiful Website Design, 2nd Edition – Jason Beaird / Sitepoint
The On-Demand Brand: 10 Rules for Digital Marketing Success – Rick Mathieson
Creative thinking by Rod Jenkins
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APTITUDE ESENTIALS
Sl Duration in TRAINER /
Topic Name Sub-Topics
No Hours FACULTY
1 Hour
- Pre-assessment (Online)
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g. Prepositions
h. Determiners
a. Coding and Decoding
Coding & decoding, b. Series
Series, Analogy, Odd
6 c. Analogy 2
man out and Visual
reasoning d. Odd Man Out
e. Visual Reasoning
a. Percentages as Fractions
and Decimals
b. Percentage Increase /
Percentages, Simple Decrease
7 interest and Compound c. Simple Interest
interest
d. Compound Interest 2
e. Relation Between Simple
and Compound Interest
a. Pro-active thinking
b. Reactive thinking
(signpost words, root words,
Sentence completion and prefix suffix, sentence
8
Para-jumbles structure clues)
c. Fixed jumbles 2
d. Anchored jumbles
a. Clocks
Clocks, calendars, b. Calendars
9 Direction sense and
Cubes c. Direction Sense 2
d. Cubes
a. Basics of time, speed
and distance
b. Relative speed
Time, Speed and
10 c. Problems based on trains 2
Distance
d. Problems based on boats
and streams
e. Problems based on races
a. Vocabulary Demystified
b. Synonyms and Antonyms
11 Vocabulary c. Word Analogy 2
d. Miscellaneous
Vocabulary
a. Data Interpretation –
Tables
Data interpretation and b. Data Interpretation - Pie
12
Data sufficiency Chart
c. Data Interpretation - Bar
2
Graph
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d. Data Sufficiency
a. Basic terminologies in
profit and loss
Profit and loss, b. Partnership
13 Partnerships and
averages c. Averages 2
d. Weighted average
e. Mixtures and alligations
a. Definite and Indefinite
Articles
b. Omission of Articles
Articles, Prepositions and c. Prepositions
14
Interrogatives
d. Compound Prepositions
2
and Prepositional Phrases
e. Interrogatives
a. Fundamental Counting
Principle
b. Permutation and
Combination
Permutation, c. Computation of
15 Combination and Permutation
Probability d. Circular Permutations 2
e. Computation of
Combination
f. Probability
a. Ratio
b. Proportion
16 Ratio and Proportion c. Variation 2
d. Simple equations
e. Problems on Ages
a. Logical Connectives
b. Syllogisms
c. Venn Diagrams –
2
Logical connectives, Interpretation
17 Syllogism and Venn
diagrams
d. Venn Diagrams - Solving
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Post-assessment 1 Hour
-
(Online)
Total Duration 36 Hours
INTERVIEW ESENTIALS
TRAINER /
Sl.no Duration
FACULTY
· Importance of GD
round
· Skills assessed in
GD round
· How to ace GD
Group discussion - · Dos and don’ts of a
1 2 Prof Yuvaraj
Basics GD
· Idea generation
techniques
· One mock GD
participated by 12 volunteer
students, facilitated by the
trainer
· Self-introduction
practice
· Body language –
Personal Interview - 2 Prof Aruna
2 especially grooming
Basics Adarsh
– for personal interview
· Personal interview –
FAQs discussion
· How to write a good
and impressive
Resume
· Important aspects of Prof M
3 Resume writing - Basics 2
an impressive Pradeep
Resume
· Sample template and
formatting ideas
Total Duration 6 Hours
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The project work starts immediately after 3rd Semester exams and report needs to be submitted
at the end of the term has been clearly enunciated in this syllabus with some changes updated
in class regarding the modalities of conducting research based project work in Marketing
oriented organizations as a teams of three students instead of individual work. The objective is
get them to achieve practical training of working as teams and contribute using their talents as
they achieve the assignment/Task given to them by the respective Organisations, further the
evaluation for the project work is based on collective performance as teams and is then
translated as individual scores based on their performance.
Block 1: Synopsis
Module 1: Students will need to prepare a comprehensive synopsis which details the Objective,
Problem statement, Research design and method of analysis, and must develop a Time plan for
the project
Module 2: Start Date of work and completion date and all the activities scheduled should be
presented to the college to their respective guides.
Module 3: Progress Report Schedules
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