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Third Semester MBA: Moj - ,.. Fin111 ..., and Sc.. LLLLL Maj
Third Semester MBA: Moj - ,.. Fin111 ..., and Sc.. LLLLL Maj
Third Semester MBA: Moj - ,.. Fin111 ..., and Sc.. LLLLL Maj
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M-301
Buol,_ Palley • Stnlteglc Management
MIIA--m
Extllmlll Marks: 70
No. al TutDrlal Hn, _ , 01 Exam Time: 3 Hn,
II Contact Hn, comprioN al..-,.. and TutDrlal Hn,
Ob ve
The objective d the cooo.e is to equip the students with analytical tools for
solving case studteS by scanning the business environment and coming to a
conclusion and in · strat ic decision maki skills.
Section-A
-..1e Counoal>eKrlptlon Contact
Houn,
-..1e Introduction: Business polk:y- Evolution, Vtsion and mission 6
1 d a firm, Differenc.e between business policy and strategk: Houn,
managemen~ Introduction tn Strategic Management, Strategic
Man - n t Process.
-..1e Strategic Declllon Making: Mlntzberg's modes of strategic 7
D decision making, Strategic decision-making proa,ss, Strategic Houn,
Planninn nrocess.
-..1e scanning the environment: Identifying external 6
m environmental variables, Porte(s aPl"OOCh tD Industry Houn,
Analysis. Internal scanning - Resource based approach to
organizational analysis, Value chain analysis, scanning
functional resoura,s.
-•le
IV
Strategy Formulation· Situation Analysis -
5tmogy: Situation Analysis-SWOT Analysis;
--
Business
6
Houn,
Strateov- Porte(s COmoetitive Strateoies.
-..1e Strategy Formulation- COrporate Strategy and 7
V Functional Strategy Houn,
Corporate Strategy-Directional Strategy, Portfolio Strategy, and
Parentino 5tra........_, Functional StratPOV and StratMic Choice.
-•le
V1
Strategy Implementation
Concept of strategy Implementation, Stages of startegy
6
Houn,
developmen~ Advanced Types of organizational structures,
OroaniZino for Action Staffino and Directino. Global Issues.
-..1e Evaluation a n d ~ 6
V11 Evaluation and Control in Strategic Management, Measuring Houn,
Performance, Strategic Information Systems, Pl"cblems in
MeasurinQ Performance Guidelines for strateQic C.ontrol .
-..1e
V1D
1..- Strategy
Identifying International challenges and opportunities, Ololce
7
lloun,
of international entry modes, Strategic competitive outcomes,
... .
Risk in an international environment.
M-320
Integrated Martceting Communication
MBA--m
IntsnalMarks:30
External Marks: 70
Exam Time: 3 Hrs
Obiectlves
• To equip participants with strategies, plan, and implementation of a multi-
channel communications program in synergy with the other marketing mix
strategies.
• To develop an understanding of the economic justifications for marketing
communications.
• To sensitiZe the students to legal and ethical considerations in the formulation
and the imclementation cl marketil"IQ canmunications strate<1v.
Section-A
ModuleD Advertising:
Objectives of Advertising, Role of Advertising in the
s
Marketing Process, Types of Advertising, Advertising Hours
Planning.
--•
At l.eut OM CaN Study from Mch module
Q.-w111 be cue/1..-.ces/appllcatlon .,._.
Practical ComDOnent
• Study the IMC programs adopted by any FMCG marl<eting finn of your choice and
assess how effectively has the company mixed and matched marl<eting
communications.
• Study the role of newspapers, radio, television, billboards, internet and other
media in the marketing of mobiles, soaps, shampoos, cars etc.
• Choose a popular event. Assess its sponsors and evaluate how they are building
brand equity with their sponsorship and how are they integrating the event with
other marketing communications.
• Take an advertisement introducing a new product like car, LED TV and find the
media in which it was advertised. Ask your ciassmates if they can recall this
advertisement and the message. Analyse if they would or would not buy the
product on the basis of this advertisement? And why?
• Evaluate the Web site for two major brands, for exampfe, Nike, Levi's, Adidas
and record your observations.
• From a current issue of 8usiness Jndiil or Business Today maoazjne decide which
M-322
-=
Salel Dlstrl-on and Loglfllcl Management
Object!-:
• To familiarize the students with the importance of gaining market access and
coverage as well as providing aJstomer services through proper design and
management of sales force, marketing channels, physical distribution systems in
the context of the Indian marketing environment.
• To make the students understand the key principles of organizing and managing
Sales force.
• To make the students aware of the key principles in designing, managing,
evaluating, and modifying marketing channels and physical distribution system in
the context of chanaina Indian marketina environment.
Section-A
Obiectives
• To present a contemporary view of the role of Product and Brand
management in marketing-mix decisions.
• To equip the students with the various dimensions of product management
sud1 as new product development, product life cyde, and product-line
decisions.
• To explore the various issues related to Brand Management and to enhance
the understanding and appreciation ct this important intangible strategic
asset
• To develop a critical understanding d the processes involved in building &
manaaina brands and brand eouitv.
Section-A
5ectlon·B
Prac:tic,iI com-ent
Make a list of ten of your favorite brands and evaluate reasons that have
positively cootributed towards their likeability.
Visit a supermarket and assess the brand elements in various brands of
soaps, shampoos, tea, bisaJits and other products.
Study your favorite brand characters and evaluate their contribution in
building brand equity.
Oioose ane FMCG brand and ane Coosumer Durable brand, analyze their
pasitioning and suggest WWfS to reposition them?
Pick a multipraduct company and as completely as possible analyze its brand
partfolia and brand extensions.
Pick an FMCG brand, a consumer durable and a service brand and - p t to
identify its soorces of brand equity. Assess their level at brand awareness and
the strength, favorability and uniqueness of their associations.
COnsider same groups like P&G, HUI.. Dabur, etc and analyze their branding
strategies in Indian context.
I R - - Books(....- Edition)
Text Books:
I. Kevin Lane Keller: Strategic Brand Management Pearson Education, 2011.
2. Kirti Dutta: Brand Management- Prirdples and Practices, Oxfo<d University
Press, 2012.
5uggesled Readings:
M-330
Training and Organlzatlonal Development
Object!-:
• The course would facilitate understanding of the role, importance and
place of training in organizations as well as the approach to adult learning.
• To assist students to understand the processes of change in organizations
and implement various behavioral science principles and practices in the
fonn of interventions towards the goals of effective organization
develooment.
Section-A
-=
effective training, forces influencing working & learning,
training practices, strategic training, training needs
assessment Transfer of Training : implementation of the
trainina oroaramme
Module Training Traditional training methods: 5
DI presentation methods, hands-on methods, group building
methods. Choosing training methods. E-leaming & use of
technology in training, , developing effective online
learning, blended learning, simulations, mobile technology
& trainina methods =terns for trainina deliverv
Module IV Evaluation of Training • Employee development: 5
Reasons for evaluating training, overview of the
evaluation process, evaluation practices, evaluation
designs, threats to validity, considerations in choosing as
evaluation designs, determining ROI, determining costs,
measuring human capital & training activity.
Employee Development: introduction, approaches to
employee development, the development planning
process, company strategies for providing development,
soec:ial issues in trainina &. em olovee develooment
ModuleV Introduction to OD: Definition, Introduction & 5
Foundations of Organizational Development: Conceptual
Framework of OD, Characteristics of OD, Participation &
Empowerment, Teams & Teamwork, Parallel ~arning
structures
Module VI OD Diagnosis: Components of OD process, Diagnosis, 5
Diagnosing the system, its subunits & processes, phases
of OD programs, Third Wave Consulting: The Action
component: nature of OD intervention, analyzing
discreoancies ..
Section-a
Practical ComDOnent
Prepare skill matrix for few selected jobs and identify the types of training
needed to impart those skills
• case studies/ role plays to understand how these methodologies can be
effectively used for training
• Conduct a mock training session induding need identification and a set of
students to evaluate the effectiveness of the same.
• Training needs analysis case and ask the students to find out the training
needs.
Organize a training program
Make a Presentation in the dass in presence of preferably a HR Manager / HR
Consultant.
Suggested Readings:
1. Janakiram B Biztantra Traininq and Develooment 2007.
M-331
STRATEGIC HUMAN RESOURCE MANAGEMENT
Objectives:
• The purposes of this course are to Understand Strategic HRM, Aligning HR
systems with business strategy, Strategy formulation, Strategies for
performance and development with knowledge of global economy factors.
The score card approach is al~o
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Section-A
Sectlon-B
Practical ComDOnent
Identify and evaluate key HR issues which critically impact on organizational
performance and strategic direction in any organization.
Identify and enact the key roles assumed by HR in the context of a strategic
human
resource management approach.
Identify relevant metrics in strategic human resource management
Demonstrate the interventions needed to generate commitment among key
stakeholders and business partners for a strategic HR agenda.
Role plays on HR taking a seat on strategic table.
Role plays on handling under achievers.
Strategic approach to use Golden Handshake with live Company experiences
Strategic approach to handle retrenchment with live company experiences
VRS scheme as an instrument of strategic change in any organization with live
comoanv exoeriences
Rea>m,,,.,,_ Books
Text Books:
Ob"ectlves
• The course will let the student understand the impact and importance of
becoming a leader, effective leadership behavior and styles. Understanding
the chan e its role and im lementation.
Section-A
Sectlon-B
Recommended Books
Text Books:
1. Cummings T.G. and Worley C. G., Organizational Oevelopment and
Change, Cengage Learning, 2005.
2. Harigopal K, Managing organizational change, Response Books, 2006.
Suggested Readings:
1. Nilakant V. and Ramnarayan S., Olange management, Response books
2006.
2. Palmer, Dunford and Akin, Managing organizational change, 2011.
3. Kavitha Singh, Organizational Change and Development, Excel Books,
2010.