MBA 2023-25

SEMESTER IV

219
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

DEPARTMENT OF MANAGEMENT STUDIES

SEMESTER IV

Name of Department: - Management Studies

1. Subject Code: MBA 401 Course Title: Project Management

2. Contact Hours: L: 4 T: 0 P: 0
3. Examination Duration (Hrs): Theory 3 Practical
0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSC
8. Pre-requisite:

a) Basic understanding of business concepts: It is beneficial to have a foundational

knowledge of business principles, including organizational structure, finance,
marketing, and operations.
b) Familiarity with project management terminology: Prior exposure to project
management terminology and concepts will help students grasp the course material
more effectively.
c) Strong communication skills: Project management involves significant
communication with team members, stakeholders, and clients. Proficiency in written
and verbal communication is essential.
d) Analytical and problem-solving skills: Project managers need to analyze complex
situations, identify problems, and develop effective solutions. Strong analytical and
problem-solving skills are valuable for success in the course.
e) Time management and organizational skills: Project management requires effective
time management and organizational skills to handle multiple tasks, prioritize
activities, and meet project deadlines.

9. Course After completion of the course the students will be able to:
Outcome: CO1: Knowledge and Comprehension

 Understand the fundamental concepts, principles, and

processes of project management.
 Recall and explain project management terminology and
definitions.
 Describe the key components and stages of the project
management lifecycle.

CO2: Application and Analysis

 Apply project management techniques and tools to develop

project plans and schedules.
 Analyze project requirements, constraints, and risks to
identify appropriate strategies and solutions.
220
  Evaluate project performance using performance indicators
and project control mechanisms.

CO3: Synthesis and Evaluation

 Integrate project management knowledge and skills to
develop comprehensive project plans.
 Assess project risks, propose mitigation strategies, and
make informed decisions to manage uncertainties.
 Evaluate project outcomes and lessons learned to
recommend improvements for future projects.

CO4: Problem Solving and Critical Thinking

 Identify and analyze project management issues and
challenges in real-world scenarios.
 Develop creative and innovative solutions to address project
constraints and overcome obstacles.
 Evaluate alternative approaches and make informed
decisions to optimize project outcomes.

CO5: Communication and Collaboration

 Communicate effectively with project stakeholders through
various channels (written, verbal, and visual).
 Collaborate with team members to facilitate project
coordination, cooperation, and knowledge sharing.
 Present project plans, progress reports, and findings in a
clear and concise manner.

CO6: Professionalism and Ethical Responsibility

 Demonstrate professionalism, integrity, and ethical behavior
in project management practices.
 Recognize and address ethical dilemmas and conflicts of
interest in project decision-making.
 Adhere to project management standards, codes of conduct,
and best practices.

10. Details of the Course:

Contact
Sl. No. Contents
Hours
Introduction to Project Management
Definition and importance of project management, Project
1 8
management process and lifecycle, Project stakeholders and their
roles, Project success factors and challenges
Project Planning and Scope management
Project initiation and charter development, Work breakdown
structure (WBS), Scope definition and management, Estimating
project duration and resources, Project scheduling techniques
2 12
(Gantt chart, network diagram), Project budgeting and cost
estimation, Feasibility Analysis: Financial Analysis (Pay Back
Period, NPV, IRR, Profitability Index), Market & Demand analysis,
SCBA, Environmental appraisal
3 Project Execution and Control 10

221
 Project Organization, Project team and resource management, Project
Priorities, Responsibility matrix, Project communication and
stakeholder engagement, Risk identification and management, Project
quality management, Change management and control, Project
monitoring and control techniques (CPM & PERT)
Project Risk Management
Risk planning and identification, Qualitative and quantitative risk
4 10
analysis, Risk response planning and implementation, Risk
monitoring and control

Project Closure and Lessons Learned

Project closure activities and deliverables (Eg. Project Audit, Project
Closure, Managing Project Teams: situational factors affecting Team
5 Development, Managing Virtual Project Teams, and Project Team 8
Pitfalls), Post-project evaluation and review, Project documentation
and knowledge management, Lessons learned and continuous
improvement
Total 48

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. "A Guide to the Project Management Body of Knowledge 6 2017
(PMBOK Guide)" - Project Management Institute (PMI)

2. "Project Management: A Systems Approach to Planning, 12 2017

Scheduling, and Controlling" by Harold Kerzner

3. "Project Management: The Managerial Process" by Erik W. 6 2017

Larson and Clifford F. Gray

4. "Projects: Planning, Analysis, Selection, Financing, 9 2019

Implementation, and Review" by Prasanna Chandra, Mc
Graw Hill
5. "Effective Project Management: Traditional, Agile, Extreme" 1 2019
by Robert K. Wysocki

6. *Relevant Articles and Cases related to some of the course * As additional Learning
topics Resources
Reference Books
1. "Project Management for Dummies" by Stanley E. Portny 4 2013
2. "The Fast Forward MBA in Project Management" by Eric 5 2015
Verzuh
3. "Project Management: Absolute Beginner's Guide" by Greg 1 2017
Horine
4. "Project Management Case Studies" by Harold Kerzner 5 2017

5. “Project Management Metrics, KPIs, and Dashboards: A 3 2017

Guide to Measuring and Monitoring Project Performance”
by Harold Kerzner, Wiley
222
6. "Critical Chain Project Management" by Lawrence P. Leach, 2 2014
Artech House Publishers
7. "Project Risk Management: Processes, Techniques, and 2 2003
Insights" by Chris Chapman and Stephen Ward

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

223
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECT
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Product &
MBA 404
Brand DSE 4 4 0 0 25 25 50 100
MK 1
Management
TOTAL 4 4 0 0 100

224
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES

GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

Product & Brand Management
1. Subject Code: MBA 404 MK 1 Course Title:

2. Contact Hours: L: T:
0 P: 0
4
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course After completion of the course the students will be able to:
Outcome**:

CO1: Apply the fundamental concepts of product and brand

development and management.

CO2: Utilize the brand positioning framework to develop a brand,

keep it relevant, expand a brand internationally, and reposition a
brand.

CO3: Recognize tools and metrics to analyze competitors and

develop positioning strategies.

CO4: Classify the importance of using teams and organization to

coordinate multiple interdisciplinary tasks in order to create and
manage products within an organization.

CO5: Illustrate portfolio analysis and the product life cycle to

understand how a firm manages its product mix.

CO6: Appraise an understanding of the product manager’s role in

product pricing, sales, and promotion.

10. Details of the Course:

Contact
Sl. No. Contents
Hours

225
 Product Management

Introduction to product management; Products and their types,

1 Product focused organization V/s market focused organization, 9

Product Management, Changes affecting product management.

Developing Product Strategy

An overview of product strategy, product mix decisions: length,

width, depth and consistency, Product line extensions and

2 contractions, Product line filling, Line pruning. New product 9

development process: idea generation, idea screening, concept
development and testing, marketing strategy development,
business analysis, product development, test marketing, and
commercialization, managing product life cycle.
Branding & Crafting of Brand Elements

Nature and Importance of Brand; Types of brands, Strategic Brand

Management Process; Brand Identity perspectives, Brand identity

3 prism, Consumer Brand Knowledge, Concepts of Brand Equity, Tools 7

for Building Brand Equity, Leveraging Brand Equity, Measurement of
Brand Equity, Aaker’s BE Model, designing marketing programs to
build brand Equity, customer based brand equity.

Brand Management

Meaning and characteristics of brands, brand challenges and

4 opportunities, Strategic brand management process, Brand 8
positioning ,perceptual mapping Brand personality, internal
branding, Co-branding and its types.
Brand Equity

Meaning and importance of brand equity, elements and

5 components of brand equity, choosing brand elements, Brand 7
image, brand loyalty, Brand architecture its strategy objectives,
brand extension.
Total 40

11. Suggested Books:

226
SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. Tapan K Panda First Edition (2016) Product and Brand 1st 2016
Management, Oxford Publication.

2. Donald Lehmann and Russell Winer (2005) “Product 4th 2017

Management”(4th Ed.). Tata McGraw Hill, New Delhi.

3. A K Chitale and Ravi Gupta, Product Policy and Brand 2nd 2013
Management (Third Edition), PHI Learning.

4. 5th 2020
Kevin Lane Keller, Vanitha, Ambi MG, Issac, Strategic Brand
Management, Pearson
Reference Books
1. Matt Lemay, Product Management in Practice 2nd
June, 2022

12. Mode of Evaluation Case Study/ Test / Quiz / Assignment / Mid Term Exam / End Term
Exam

227
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Customer
MK 2 Relationship DSE 4 4 0 0 25 25 50 100
Management

228
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

DEPARTMENT OF MANAGEMENT STUDIES

SEMESTER IV

Name of Department: - Management Studies

1. Subject Code: MBA 404 MK 2

Course Title: Customer Relationship Management

2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

a) Basic understanding of marketing principles: It is beneficial to have a foundational

knowledge of marketing concepts such as market segmentation, targeting,
positioning, and the marketing mix (product, price, place, promotion).

b) Knowledge of customer behavior: Familiarity with consumer behavior theories and

concepts will provide a solid foundation for understanding the motivations,
preferences, and decision-making processes of customers.

c) Understanding of business fundamentals: A basic understanding of business

principles, including organizational structure, strategy, and operations, will help in
contextualizing CRM within the broader business context.

d) Proficiency in data analysis and interpretation: Basic quantitative and analytical

skills are important for interpreting customer data, conducting data-driven analysis,
and drawing insights to inform CRM strategies.

e) Familiarity with information technology: An understanding of information systems

and technology, including customer databases, customer relationship management
software, and data analytics tools, is beneficial.

f) Effective communication skills: Strong written and verbal communication skills are
essential for effectively communicating with customers, analyzing customer needs,
and collaborating with cross-functional teams.

9. Course After completion of the course the students will be able to:
Outcome: CO1: Remembering:

 Recall the key concepts and principles of customer

relationship management (CRM).

229
  Identify the different components and objectives of CRM.

CO2: Understanding:

 Explain the importance of CRM in modern business and its

impact on customer satisfaction and loyalty.

 Interpret customer behavior and buying processes in the

context of CRM strategies.

CO3: Applying:
 Apply CRM tools and techniques to analyze customer data
and segment the target audience.
 Develop personalized marketing and service strategies
based on customer insights.

CO4: Analyzing:
 Analyze customer feedback and engagement metrics to
evaluate the effectiveness of CRM strategies.
 Evaluate customer journey mapping and touchpoint analysis
to identify areas for improvement in the customer
experience.

CO5: Evaluating:
 Assess the impact of CRM on key performance indicators
(KPIs) such as customer retention, acquisition, and lifetime
value.
 Critically evaluate ethical considerations and privacy issues
in CRM practices.

CO6: Creating:
 Design and develop a comprehensive CRM strategy for a
specific industry or organization.
 Generate innovative ideas and recommendations for
improving CRM processes and customer engagement.

10. Details of the Course:

Contact
Sl. No. Contents
Hours
Introduction to Customer Relationship Management
Definition and importance of customer relationship management
(CRM), Evolution of CRM and its role in modern business, Key
1 components and objectives of CRM, Customer-centric approach and 12
customer lifetime value (CLV), CRM strategies for customer
acquisition and retention, Ethics and privacy considerations in CRM

Understanding Customer Behavior and Segmentation

Customer behavior analysis and buying processes, Customer
segmentation and targeting strategies, Customer profiling and
2 persona development, Customer journey mapping and touchpoint 6
analysis, Data-driven insights and customer analytics in CRM
Personalization and customization strategies

230
 CRM Tools and Technologies
CRM systems and platforms, Customer data management and
integration, Sales force automation (SFA) and customer service
3 5
management, Marketing automation and campaign management,
Social media monitoring and engagement, Mobile and omni-channel
CRM solutions
Implementing CRM Strategies
CRM strategy formulation and alignment with business goals, CRM
implementation process and change management, CRM metrics and
4 4
performance measurement, CRM project management and resource
allocation, CRM adoption and user training, Best practices and case
studies of successful CRM implementations
CRM Evaluation and Continuous Improvement
CRM evaluation methods and feedback mechanisms, Customer
satisfaction measurement and feedback analysis, CRM optimization
5 4
and process improvement, CRM innovation and emerging trends, CRM
in the context of digital transformation, Ethical considerations and
social responsibility in CRM

Total 48

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. Jagdish N Sheth, Parvatiyar Atul, G Shainesh, Customer 1 2017
Relationship Management: Emerging Concepts, Tools and
Applications, Tata McGraw

2. "Customer Relationship Management: Concepts and 3 2015

Technologies" by Francis Buttle

3. "CRM at the Speed of Light: Essential Customer Strategies 1 2004

for the 21st Century" by Paul Greenberg

4. "Customer Relationship Management: Concepts and 3 2018

Technologies" by V. Kumar and Werner Reinartz

Reference Books
1. "The CRM Handbook: A Business Guide to Customer 1 2004
Relationship Management" by Jill Dyche, Springer
2. "Customer Relationship Management: Concepts and 1 1993
Technologies" by Ajay K. Kohli and Bernard J. Jaworski
3. "CRM in Real Time: Empowering Customer Relationships" 1 2008
by Barton J. Goldenberg
4. H.Peeru Mohamed , A Sagadevan, Custmer Relationship 1 2003
Management, A Step by Step Approach, Vikas Publishing
House
5. Judith W. Kincaid, Customer Relationship Management 1 2005
Getting it Right, Pearson Education.
231
6. Peter Fader, Customer Centricity –Focus on right customer 1 2012
for strategic advantage, Wharton Digital Press.

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

232
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

DEPARTMENT OF MANAGEMENT STUDIES

(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404
MK 3 Rural
DSE 4 4 0 0 25 25 50 100
Marketing

233
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES

SEMESTER IV

Name of Department: -Management Studies

1. Subject Code: MBA 404 MK 3 Course Title: Rural Marketing

2. Contact Hours: L: 4 T: 0 P: 0
3. Examination Duration (Hrs): Theory 3 Practical 0
4. Relative Weight: CIE 25 PRS MSE SEE PRE
0 25 50 0
5. Credits: 4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite: Marketing Management

9. Course After completion of the course the students will be able to:
Outcome**: CO1: Understand the scope, growth, importance of rural marketing and rural
environment.
CO2: Examine the rural marketing segmentation, the significance and problems
of regulated markets.
CO3: Analyze classification of markets and the role of regulated markets on
marketing of agricultural products.
CO4: Enumerate the different types of product and pricing strategies in rural
marketing.
CO5: Elucidate the marketing agencies managing the sale force and study about
the sales force management in rural
marketing.
CO6: Demonstrate different types of cooperative marketing societies and its
processing in the rural marketing.

10. Details of the Course:

Sl. No. Contents Contact Hours
Introduction

Defining Rural Markets and Rural Marketing. Indian Rural Market.

Evolution of Rural Marketing, Rural Environment: Population and its
1 8
locations, occupation pattern, expenditure pattern, Infrastructure
facilities, Role of government in developing rural markets.

234
 The Rural Marketing Segmentation

2 Rural Marketing Segmentation and its type, Basis of market 7

segmentation, Hierarchy or markets and rural market Index, Unique
characteristics of Rural Market and the difference between Urban and
Rural Market, Agriculture Marketing and allied sector.

Marketing Mix in Rural Markets

4A,s of Rural Marketing Mix, Product decisions and strategies. Price setting
3 8
strategies, Distributions channels, Challenges in Rural communication.
Advertisements for Rural consumers, Rural services marketing.

Rural Consumer
Problems in rural marketing. Rural Marketing research. Comparison of
Rural buyer and Urban Buyers with special reference to their spending
4 8
patterns and demand. Characteristics, factors influencing purchase
decision, Rural buyer characteristics.

Innovation in Rural Market for a better Future Management

Role of Innovation in Rural Markets, Emergence of Organized Retailing in
Rural India, Key Drivers or Organized Retailing Format, Practices adopted
5 9
by Indian Companies. Measures taken by Public and private sector for
development. Dependency on Agriculture. Rural tourism: its Importance
and limitations

Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. Pradeep Kashyap, Siddhartha Raut/Rural 4th 2008
Marketing/Dreamtech Press/New Delhi

235
2. Krishnamacharyulu C. S. G/Rural Marketing Text and 2nd 2011
Cases/Pearson Education/New Delhi

3. Awadhesh Kumar Singh & Satyaprakash Pandey/Rural 1st 2005

Marketing/New Age International Publication

4. Dinesh Kumar & Punam Gupta/Rural Marketing Challenges 1st 2017

& Opportunities/Sage Publication/

Reference Books
1. Pradeep Kashyap/Rural Marketing/Pearson 2nd Jan 2011

12. Mode of Evaluation Case Study/ Test / Quiz / Assignment / Mid Term Exam / End Term
Exam

236
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

DEPARTMENT OF MANAGEMENT STUDIES

(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR

SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS

THEORY SUBJECTS

Category of CREDITS L T P CIE MSE SEE TOTAL

CODE TITLE
Course

BUSINESS
MBA 404
ANALYSIS AND DSE 4 4 0 0 25 25 50 100
FN 1
VALUATION

237
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management

MBA 404 FN 1 BUSINESS VALUATION
1. Subject Code: Course Title:

2. Contact Hours: L: 4 T: 0 P:
0
3. Examination Duration (Hrs): Theory 3 Practical
0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite: Understanding of Financial Statements

9. Course After completion of the course the students will be able to:
Outcome**: CO1: Analyze and evaluate how securities are valued.
CO2: Construct optimal valuation and illustrate the theory and
empirical applications of financial models.
CO3: Explain macro and industry analysis, equity valuation,
financial statement analysis.
CO4: Analyze Valuation tools.
CO5: Explain what options and futures are and their use valuation
instruments
CO6: Characterize the implications of the regulations on Valuation
& common practices

10. Details of the Course:

Contact
Sl. No. Contents
Hours

INTRODUCTION

Analysis of Corporate Financial Statements: Income statements and

1 Balance sheets through ratio analysis and analyzing the Chairman’s 8
statement, Directors’ report, management discussion & analysis,
report on corporate governance, auditor’s report to evaluate the
financial soundness of the company.

VALUATION APPROACHES

2 Valuation methods and Features of the valuation process. Book 8

value approach, Stock and debt approach, discounted cash flow
approach, Relative valuation approach, option valuation approach

3 ENTERPRISE DCF MODEL 8

238
 Analyzing historical performance and estimating the cost of Capital-
Forecasting Performance-Estimating the continuing value-
Calculating and interpreting the results-Other DCF models: Equity
DCF Model: Dividend discount model, free cash flow to Equity (FCFE)
model-Adjusted present value model-Economic profit model-
Applicability and Limitations of DCF analysis

RELATIVE VALUATIONS

4 Steps involved in Relative valuation, Equity valuation multiples and 8

Enterprise valuation Multiples-Choice of multiple. Best practices
using Multiples-Assessment of relative valuation.

ADVANCED ISSUES IN VALUATION

Valuation of companies of different kinds of valuation in different

5 contexts & Loose ends of valuation. Valuation of intangible assets: 8
Patents, trademarks, copyrights and licenses and Franchises.
Relevant Cases to be discussed in each unit.

Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /

Reprint
No.

Textbooks

1. Greg Shields , Business Valuation, Vicelane Publication. 7th 2022

2 Pitabas Mohanty, Business Valuation, Taxmann 5th 2021

3 Krishna Palepu & Paul Healy). Business Analysis and 4th 2012
Valuation, Cengage Learning

Reference Books

1. A. Damodaran , The little Book of Valuation, Wiley. 6th 2019

2. A.Damodaran Valuation: Measuring and Managing 4th 2018

Company Valuation, Wiley.

12. Mode of Evaluation Case/Test / Quiz / Assignment / Mid Term Exam / End Term Exam

239
240
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Banking
MBA 404
Products & DSE 4 4 0 0 25 25 50 100
FN 2
Services

241
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

Banking Products & Services
1. Subject Code: Course Title:
MBA 404 FN 2
2. Contact Hours: L: T: 0 P: 0
4
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite: NIL

9. Course After completion of the course the students will be able to:
Outcome**: CO 1: Understand the structure of Indian banking
CO 2: Understand the recent trends in banking operations and
economy
CO 3: Apply the concepts of banking for promotion of banking
products and services
CO 4: Analyse the competitiveness and sustainability of banking
products and services
CO 5: Evaluate performance of bank’s credit management
CO 6: Develop sustainable strategies for banking products and
services
10. Details of the Course:
Contact
Sl. No. Contents
Hours
Structure of Banking
Indian banks, foreign banks, Development Banks. Retail and
1 5
Corporate banking, Regulation of banks, Bank for International
Settlements, BASEL Accord, Banking Ombudsman, Governance
Banking & Economy
Interest Rates, Open Market Operations, Liquidity Management,
2 Statutory Provisions, Recent trends in Indian economy and 5
banking. Impact of technology. Trends in global economy and
banking
Retail Products
Deposits, Insurance, Fund based services, non fund based services,
3 13
money remittance services, Channels of banking, customer
relationship banking, Farm sector services, Rural banking
Credit Management
Security creation. Pledge, Hypothecation, Mortgage, Assignment. Non-
4 12
Performing Assets, NPA categories, NPA provisioning norms, Bank’s
financials, CAMELS framework, SARFESI Act, Insolvency and

242
 Bankruptcy Code (IBC), Anti-Money Laundering and Know Your
Customer (KYC)

Governance of Banks
5 Governance issues in banks. Sustainability, Impact of technology on 5
governance, Financial Inclusion, Leadership in banks, Role of
blockchain and AI.
Total 40
11. Suggested Books:
SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. IIBF, Principles and Practices of Banking, Macmillan 1st 2023
Education

2 Singh, K. Commercial bank management. Tata McGraw-Hill 1st 2017

Education.

Reference Books
1. Bihari S C, Retail Banking Challenges and Latest Trends in 1st 2016
India, Himalya Publishing House
2 Gupta P K, Gordon E (2017), Banking and Insurance, 1st 2017
Himalya Publishing House

12. Mode of Evaluation Assignment / Mid Term Exam / End Term Exam

243
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES

(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR

SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course

MBA 404 International

Finance DSE 4 4 0 0 25 25 50 100
FN 3

244
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

International Finance
1. Subject Code: Course Title:
MBA 404 FN 3
2. Contact Hours: L: T: 0 P: 0
4
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite: NIL

9. Course After completion of the course the students will be able to:
Outcome**: CO1. Understand foreign exchange environment for the firm for taking
effective decisions related to Exchange rate risk
CO2. Identify factors that cause exchange rates to change and apply the
understanding of the basic mechanics of currency forwards,
futures, options and swaps.
CO3. Analyse the international financial instruments and compare with
the real-life data.
CO4. Demonstrate the tools and techniques related to International
Finance for the managerial decisions in the multinational
enterprises.
CO5. Evaluate forex management tools in current era of geo political
disruption
CO6. Develop risk management tools for multinational corporations.
10. Details of the Course:
Contact
Sl. No. Contents
Hours
Globalization - The Globalization of the Multinational Firms, Need and
1 Objective of globalization and MNC, Role of International Finance Manager, 8
Why and How firms become Multinational

International financial institutions – World Bank and its subsidiaries, ADB,

2 BIS, Ex-Im Bank in India and types of funding – LCs and role of Central Banks 8
in IF and Forex Markets

The Foreign Exchange Market - The Global Financial Markets and

3 Interest Rates, Types of exchange rates, Theories of Forex – PPP 8
Theory and Big Mac Index

245
 Risk Management - Corporate Exposure Management Policy,
Introduction to Risk Models, Currency Forwards, Forwards, Currency
4 8
Futures, Currency Options; Transaction Exposure, Translation
Exposure, Economic/Operating Exposure
International Banking - Money Market, Creation of Eurocurrency, Capital
5 Adequacy Norms-Basel Accord, International Debt Market, Sourcing Equity 8
Globally – ADR and GDR, Trading in International Equities, Factors affecting
international equity investments
Total 40
11. Suggested Books:
SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. International Financial Management, Ephraim Clark, 2 2007
CENGAGE learning

2 International Financial Management, Vij, Madhu, Excel 1 2017

Publications, New Delhi

Reference Books
1. International Financial Management, Kevin S., PHI 1 2012
2 Multinational Financial Management, Shapiro, Wiley 1 2012
Publications

12. Mode of Evaluation Assignment / Mid Term Exam / End Term Exam

246
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES

(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR

SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Strategic
MBA 404 Human
Resource DSE 4 4 0 0 25 25 50 100
HR 1
Management

247
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

Strategic Human Resource Management
MBA 404 HR Management
1. Subject Code: 1 Course Title:

2. Contact Hours: L: 4 T: P:
0 0
0
3. Examination Duration (Hrs): Theory Practical
3
4. Relative Weight: CIE 25 PRS 0 MSE 25 SEE 50 PRE 0

5. Credits: 4

6. Semester:
IV
7. Category of Course: DSE

8. Pre- After completion of the course the students will be able to:
requisite: Good
CO1. Understand the conceptual knowledge of strategic human resource
command over
management.
HRM subject.
fair knowledge CO2. Tackle the contemporary global challenges faced by human
of strategy9. resource professionals.
Course
Outcome**: CO3: Apply SHRM knowledge to act as an effective strategic business
human resource partner

CO4. Identify the linkages between HRM functions and organizational

strategies

CO5.Analyze the strategic role of human resource management in a

competitive global business environment.

CO6.Develop sustainable model of SHRM across different context,

industry, sectors

10. Details of the Course:

Contact
Sl. No. Contents
Hours

Introduction: SHRM Concept

An Overview: on the concept of Human Resource Management and

1 the Concept of Strategy, Concept of Strategic Human Resource 8
Management: Meaning, Aims & Perspectives, HR Strategies: Purpose,
criteria for effective HR strategies, Developing & Implementing HR
Strategies

248
 SHRM for High Performing Organizations

Role & Functions of - Strategic HR Business Partner, HR Heads, HR

Advisors in the contemporary global scenario, Impact of SHRM on
2 Organizational Performance, Strategic HR in Practices-Integration of 8
Organizational & HR Strategies, Managing HR after mergers and
acquisitions for survival and sustainability, High Performing
Organizations & Work Culture

SHRD-Strategic Human Resource Development Perspective

SHRD-Strategic Human Resource Development-Learning

3 Organizations, Human Capital Management Strategy, Talent 8
Management Strategy, Employee Engagement Strategy, Competency
Mapping

SHRM Contemporary Global Dimensions

High Performance Work System & Strategies, HR Global Challenges –

4 HR in International Context- Cross Cultural Issues, Evolving 8
Organizational Strategies & SHRM as per dynamic business scenario,
Business and Organizational Restructuring, SHRM & ESG, HR Practices
as per United Nations Sustainable Goals

SHRM for Emerging Issues: Conceptual Overview:

HRM in the Era of E Commerce: Gig Economy, Hybrid Work Models,

Different Working Pattern, Work from Home Work from Anywhere
5 8
HRM Competencies in Digital HRM, Employees Wellness Programs and
Work Life Interface, Millennial at the Workplace, Rules for Equally
Enabled Employees, Glass Ceiling, Quiet quitting & Quiet firing, SS
Code 2020 Diversity, Equality & Inclusion,

Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Edition Year of Publication /
Publication Reprint
No.

Textbooks

1 Strategic Human Resource Management, Thompson Press 1 2008

Publishing

2 Agarawala Tanuja (2007) Strategic Human Resource 1 2007

Management, Oxford University Press.

3 Strategic Human Resource Management: Strategy and 1 2007

Action, Kogan Page

Reference Books

249
1 MaheyC and Salman G. Strategic Human Resource 1 1996
Management, Oxford Blackwell.

2 Srinivas R. Kandula, Strategic Human Resource 1 2002

Development, Prentice Hall India.

250
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER 4

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Global HR
DSE 4 4 0 0 25 25 50 100
HR 2 Practices

251
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

1. Subject Code: MBA 404 HR Course Title: Global HR Practices

2
2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite: None

9. Course After completion of the course the students will be able to:
Outcome**:
CO1: Understand the developments in global HR practices and its
challenges.
CO2: Explain the relevance of global HR practices and their usage.in
the contemporary international organizational context.
CO3: Identify critical issues of Compensation & Benefits practices of
the global workforce.
CO4: Analyze how HR can contribute as a strategic partner to
enhance multinational’s performance and competitive advantage.
CO5: Reflect on the need for change in the current global climate.
C06: Realize the significance of People Management skills and
develop effective Global HR practices.

10. Details of the Course:

Contact
Sl. No. Contents
Hours
UNIT 1: Introduction

Introduction to global HRM drivers of globalization, variables that

1 moderate differences between HRM and GHRM. Global HRM trends 8
and future challenges: Ethics in international business, strategies
IHRM.

UNIT 2: Recruitment and Selection for International Assignments

National Differences Facing Operations – Domestic & MNC

Perspectives - Linkages among Countries - Approaches to
2 multinational staffing decisions; International Selection Criteria, 8
factors Moderating performance, selection criteria, dual – career
couples, re-entry and career issues: the repatriation process,
multinational responses, designing a repatriation programme

3 UNIT 3: Developing and Rewarding in Global setting 8

252
 Approaches to multinational staffing decisions; International
Selection Criteria, factors Moderating performance, selection criteria,
dual – career couples, re-entry and career issues: the repatriation
process, multinational responses, designing a repatriation
programme; International compensation: approaches of international
compensation, key components of an International compensation
programme, executive compensation.
UNIT 4: Understanding human behaviour in global perspective
Issues in organization culture, cultural diversity at work, motivation
and communication across culture, cross cultural leadership,
4 8
multicultural teams. Comparison of Indian HRM with those of UK,
USA, Japan and China. HR to Develop Global Organisational Learning
Systems.
UNIT 5: Contemporary Global HR Emerging Issues & Challenges
Global HR issues in the host context: standardization and adaption of
5 work practices, retaining, developing and retrenching staff, language 8
standardization, monitoring HR practices.

Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. Punnett, B.J. International Perspectives on Organizational 3rd 2013
Behavior and Human Resource Management. Routledge.

2 Monir H. Tayeb, International Human Resource Ist 2007

Management, Oxford University Press

3 Dowling P. J. Festing M. & Engle A. D. International human 7th 2017

resource management (Seventh). Cengage Learning

4. Aswathappa K. & Dash S. International Human Resource 3rd 2020

Management: Text and Cases. Tata McGraw-Hill Pub.

Reference Books
1. Adler N.J. International Dimensions of Organisational 5th 2008
Behaviour. Thomson Higher Education.
2 P.L. Rao, International Human Resource Management, Excel Ist 2008
Books, New Delhi

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

253
 DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Talent
Management DSE 4 4 0 0 25 25 50 100
HR 3

254
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Talent Management

MBA 404 HR
1. Subject Code: 3 Course Title:

2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course After completion of the course the students will be able to:
Outcome**: CO1: Understand the concepts of talent management
CO2: Understand the impact of talent management in organization
CO3: Apply talent management concepts
CO4: Analyse competency
CO5: Evaluate competency to develop leadership qualities
C06: Develop plan to manage talent of the organisation
10. Details of the Course:
Contact
Sl. No. Contents
Hours
Introduction to Talent Management
Talent Management: Definition, Meaning of Talent Management,
Objectives & Role of Talent Management, Key processes of Talent
1 14
Management, Consequences of Failure in Managing Talent, Benefits
of Talent Management, Responsibilities of Talent Management
Manager & Professionals.
Talent Management Planning
Understanding the needs and mind-set of Employee, Steps in Talent
2 Management Process, Knowledge, Values, Beliefs and Skill 6
Implications for Talent Management.

Talent Acquisition
Defining Talent Acquisition, develop high potential employee – High
performance workforce, Importance of Talent Development Process,
3 6
Steps in Developing Talent, Succession Planning, Difference between
Talent Acquisition and Recruitment.

Talent Retention
“SMR Model” (Satisfy, Motivate and Reward) – The formula to win your
4 10
employees & retain them, Employee Retention Programs, Career
Planning & Development, Return on Investment (ROI) on Talent

255
 Management, Employee Engagement, Best Practices in Employee
Retention.

Opportunities and Challenges in Talent Management

Challenges, Strategies to overcome the challenges, Opportunities in
5 4
Talent Management, Talent Management in the Digital Era, Current
Trends in Talent Management.
Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. Gary Dessler / Human Resource Management / Pearson / 15th 2017

2 Lance A Berger, Dorothy A Berger/The Talent Management 2nd 2017

Handbook/McGraw-Hill/New York

3 Rob Silzer, Ben E. Dowell/ Strategy-Driven Talent 1st 2009

Management: A Leadership Imperative/Wiley

Reference Books
1. Hasan Masoo, Anil Kumar Singh/Talent Management in 1st 2017
India: Challenges and Opportunities/Atlantic
Publication/India
2 Gowri Joshi, Veena Vohra/ Talent 1st 2017
Management/Cengage/India

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

256
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER 4

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Patient care
MBA 404
and Service DSE 4 4 0 0 25 25 50 100
HA 1
Marketing

257
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

MBA 404 HA Patient care and Service Marketing
1. Subject Code: 1 Course Title:

2. Contact Hours: L: T: 0 P:
4 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course Outcome: After completion of the course the students will be able to:

CO 1: Understand the importance of patient-centered care and its

role in improving patient outcomes and satisfaction.

CO 2: Apply principles and strategies of service marketing to

enhance the patient experience and satisfaction.

CO 3: Develop effective communication and interpersonal skills to

engage with patients and provide quality care.

CO 4: Analyse patient expectations, address concerns, and

implement strategies for service recovery.

CO 5: Evaluate patient care in health care organisations

CO 6: Develop innovative approaches to enhance patient care

experiences and service marketing.

10. Details of the Course:

Contact
Sl. No. Contents
Hours

Unit 1: Introduction to Patient Care and Service Marketing

Overview of Patient Care in Healthcare, Importance of Service

1 Marketing in Healthcare, Patient-Centered Care Models and 8
Approaches, Service Quality and Patient Satisfaction, Ethical
Considerations in Patient Care and Service Marketing

Unit 2: Understanding Patient Needs and Expectations

2 8
Patient Experience and Expectations, Patient Needs Assessment and
Segmentation, Communication Skills and Patient Engagement,

258
 Cultural Competence in Patient Care, Patient Education and Health
Promotion

Unit 3: Service Design and Delivery in Healthcare

Service Design Principles in Healthcare, Service Blueprinting and

3 Process Mapping, Service Encounter Management, Service Recovery 8
and Handling Complaints, Patient-Centered Communication and
Interactions

Unit 4: Service Marketing Strategies in Healthcare

Healthcare Branding and Positioning, Market Segmentation and

4 Targeting in Healthcare, Marketing Mix (7Ps) in Healthcare Services, 8
Digital Marketing and Social-Media in Healthcare, Relationship
Marketing and Patient Loyalty

Unit 5: Evaluating and Improving Patient Care and Service

Patient Satisfaction Measurement and Feedback, Continuous Quality

5 Improvement in Patient Care, Patient-Centered Outcome Measures, 8
Service Innovation and New Service Development, Service Marketing
Ethics and Compliance

30

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /

Reprint
No.

Textbooks

1. Planetree Foundation, Susan B. Frampton, Patrick A. 1 2013

Charmel, Sara Guastello, The Putting Patients First Field
Guide: Global Lessons in Designing and Implementing
Patient-Centered Care, Jossey Boss

2 Healthcare Marketing: A Case Study Approach (Gateway to 1 2013

Healthcare Management), Leigh Cellucci, Health
Administration Press

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

259
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER 4

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Law and
Ethics in
MBA 404
Hospital DSE 4 4 0 0 25 25 50 100
HA 2
Administratio
n

260
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

MBA 404 HA Law and Ethics in Hospital Administration
1. Subject Code: 2 Course Title:

2. Contact Hours: L: 4 T: 0 P: 0
3. Examination Duration (Hrs): Theory 3 Practical 0
4. Relative Weight: CIE 25 PRS MSE 25 SEE PRE
0 50 0
5. Credits: 4
6. Semester: IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course Outcome: After completion of the course the students will be able to:

CO 1: Understand the legal and ethical principles that govern hospital

administration.

CO 2: Analyze and apply the regulatory framework and legal

requirements to hospital operations.

CO 3: Evaluate and make ethical decisions in healthcare settings.

CO 4: Develop strategies for legal risk management and compliance in

hospital administration.

CO 5: Evaluate legal framework for risk prevention and mitigation

CO 6: Design plan to manage the ethical implications and potential legal

risks in hospital administration decisions and policies.

10. Details of the Course:

Contact
Sl. No. Contents
Hours

Unit 1: Introduction to Hospital Administration Law and Ethics

Overview of Hospital Administration Law and Ethics, Legal Framework for

1 Hospital Administration in India, Professional Ethics and Code of Conduct, 8
Ethical Principles in Healthcare Decision Making, Ethical Challenges in
Hospital Administration

Unit 2: Legal Aspects of Hospital Administration

2 Healthcare Laws and Regulations in India, Medical Council of India (MCI) 8

Regulations, Consumer Protection Act and Patient Rights, Medical Negligence
and Malpractice, Health Information Privacy and Confidentiality

261
 Unit 3: Ethical Issues in Hospital Management

3 Informed Consent and Patient Autonomy, End-of-Life Decisions and Advance 8

Directives, Allocation of Scarce Resources, Ethical Dilemmas in Research and
Clinical Trials, Organ Transplantation and Donor Ethics

Unit 4: Governance and Compliance in Hospital Administration

Corporate Governance in Healthcare Organizations, Hospital Accreditation

4 and Quality Standards, Regulatory Compliance and Legal Risk Management, 8
Fraud and Abuse Prevention in Hospital Administration, Whistleblowing and
Reporting Mechanisms

Unit 5: Policies in Hospital Administration

5 8
Infection Control Policy, Patient Confidentiality and Data Privacy Policy,
Medication Management Policy, Patient and Family Rights Policy

Total 30

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /

Reprint
No.

Textbooks

1. "Legal and Ethical Essentials of Health Care 3 2020

Administration" by George D. Pozgar, Jones and Bartlett
Publishers, Inc

2 Law & Ethics for Health Professions" by Karen Judson and 7 2015
Carlene Harrison, McGraw Hill

3 "Ethics in Health Administration: A Practical Approach for 3 2015

Decision Makers" by Eileen E. Morrison and Beth Furlong,
Jones & Bartlett Learning

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

262
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER 4

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Digital
DSE 4 4 0 0 25 25 50 100
HA 3 Healthcare

263
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

1. Subject Code: MBA 404 HA 3 Title:

Course Digital Healthcare

2. Contact Hours: L: 4 T: 0 P: 0
3. Examination Duration (Hrs): Theory 3 Practical
0
4. Relative Weight: CIE 25 PRS 0 MSE 25 SEE 50 PRE 0

5. Credits: 2
6. Semester: IV
7. Category of Course: DSE
8. Pre-requisite:

9. Course Outcome: After completion of the course the students will be able to:

CO 1: Understand the concepts and components of digital healthcare.

CO 2: Analyze the impact of technology on healthcare delivery and patient
care.
CO 3: Evaluate different digital healthcare technologies and their
applications.
CO4: Identify data privacy, security, and regulatory considerations in
digital healthcare.
CO 5: Develop strategies for implementing and integrating digital
healthcare solutions.

10. Details of the Course:

Contact
Sl. No. Contents
Hours

Unit 1: Introduction to Digital Healthcare

Overview of Digital Healthcare, Evolution and Impact of Digital

1 Technology in Healthcare, Digital Transformation in Healthcare 8
Organizations, Legal and Ethical Considerations in Digital
Healthcare, Healthcare Data Privacy and Security

Unit 2: Health Information Systems and Electronic Health Records

Electronic Health Records (EHR) and Health Information Exchange,

2 Benefits and Challenges of EHR Implementation, Health Information 8
Systems and Interoperability, Clinical Decision Support Systems
(CDSS), Telehealth and Telemedicine Technologies

3 Unit 3: Healthcare Analytics and Big Data 8

264
 Introduction to Healthcare Analytics, Data Sources and Data
Management in Healthcare, Data Analytics Techniques in Healthcare,
Predictive Analytics in Healthcare, Artificial Intelligence and
Machine Learning in Healthcare

Unit 4: Digital Patient Engagement and Remote Monitoring

Digital Tools for Patient Engagement, Patient Portals and Personal

4 Health Records, Mobile Health (mHealth) Applications, Remote 8
Patient Monitoring and Wearable Devices, Virtual Reality (VR) and
Augmented Reality (AR) in Healthcare

Unit 5: Recent Trends in Healthcare Technology

Telemedicine and Remote Patient Monitoring, Key Drivers of

5 Technological Advancements in Healthcare, Internet of Medical 8
Things (IoMT) and Healthcare at home, Blockchain Technology in
Healthcare

Total 30

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /

Reprint
No.

Textbooks

1. "Deep Medicine: How Artificial Intelligence Can Make 1 2019

Healthcare Human Again" Eric Topol, Basic Books

2 "Healthcare Disrupted: Next Generation Business Models 1 2016

and Strategies" Jeff Elton and Anne O'Riordan, John Wiley
& Sons Inc

3 "Digital Health: Scaling Healthcare to the World" Paul 1 2022

Cerrato and John Halamka, Routledge

5 "The Digital Health Revolution, Kevin Pereau, Transcendit 1 2019

Health

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

265
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER 4

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Quality
MBA 404
Assurance in DSE 4 4 0 0 25 25 50 100
HA 4
Healthcare

266
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

Quality Assurance in Healthcare
1. Subject Code: MBA 404 HA 4
Course Title:

2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course Outcome: After completion of the course the students will be able to
CO 1: Understand the principles and concepts of quality assurance in
healthcare.
CO 2: Apply quality improvement methodologies and tools to healthcare
settings.
CO 3: Measure and monitor healthcare quality indicators.
CO 4: Demonstrate an understanding of regulatory requirements and
accreditation standards for quality assurance.
CO 5: Evaluate quality management issues and challenges
CO 6: Develop strategies to implement and monitor quality assurance
initiatives in healthcare settings

10. Details of the Course:

Contact
Sl. No. Contents
Hours

Unit 1: Introduction to Quality Assurance in Healthcare

Overview of Quality Assurance in Healthcare, Importance and

1 Benefits of Quality Assurance, Historical Evolution of Quality 8
Assurance in Healthcare, Quality Improvement Models and
Frameworks, Roles and Responsibilities in Quality Assurance

Unit 2: Quality Measurement and Performance Indicators

2 8
Key Concepts in Quality Measurement, Quality Performance
Indicators and Metrics, Data Collection and Analysis for Quality
267
 Measurement, Benchmarking and Comparative Analysis,
Reporting and Feedback for Quality Improvement

Unit 3: Quality Improvement Methods and Tools

Plan-Do-Study-Act (PDSA) Cycle, Root Cause Analysis and Failure

3 Mode and Effects Analysis (FMEA), Lean Six Sigma and 8
Continuous Improvement, Process Mapping and Flowcharting,
Tools for Data Collection and Analysis (Pareto charts, control
charts, etc.)

Unit 4: Patient Safety and Risk Management

Patient Safety Culture and Principles, Identification and Analysis

of Patient Safety Risks, Medication Safety and Error Prevention,
4 8
Healthcare-Associated Infections (HAIs) and Prevention Strategies,
Communication and Teamwork for Patient Safety

Unit 5: Regulatory Compliance and Accreditation

Healthcare Regulatory Frameworks and Standards, Accreditation

5 and Certification Processes, Quality Assurance in Clinical 8
Documentation and Coding, Internal and External Audits,
Continuous Compliance and Improvement

Total 30

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /

Reprint
No.

Textbooks

1. Managing Quality: Integrating the Supply Chain" S. 1 2009

Thomas Foster, David L. Goetsch, and Stanley Davis,
Prentice Hall

2 “Quality and Performance Improvement in Healthcare: 6 2015

Theory, Practice, and Management” Patricia L. Shaw,
AHIMA

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

268
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER 4

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Healthcare
DSE 4 4 0 0 25 25 50 100
HA 5 Insurance

269
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

1. Subject Code: MBA 404 HA 5

Course Title: Healthcare Insurance
2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
2
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course After completion of the course the students will be able to:
Outcome:
CO 1: Understand the fundamentals of healthcare insurance and its
impact on the healthcare industry.
CO 2: Analyze different types of healthcare insurance plans and
their key features.
CO 3: Examine healthcare insurance regulations, policies, and
reforms.
CO 4: Analyse emerging issues in health insurance
CO 5: Evaluate the role of healthcare insurance in healthcare access,
cost, and quality.
CO 6: Develop sustainable solutions for healthcare insurance

10. Details of the Course:

Contact
Sl. No. Contents
Hours

Unit 1: Introduction to Healthcare Insurance

Overview of Healthcare Insurance, History and Evolution of

1 Health Insurance, Types of Health Insurance Plans, Role of Health 8
Insurance in Healthcare Financing, Regulatory Environment and
Health Insurance Laws

Unit 2: Health Insurance Providers and Networks

Health Insurance Providers (Private, Public, Nonprofit), Managed

2 Care Organizations (HMOs, PPOs, POS), Health Insurance 8
Networks and Provider Contracting, Health Insurance Benefit
Design and Coverage Options, Claims Processing and
Adjudication

3 Unit 3: Health Insurance Operations and Administration 8

270
 Enrollment and Eligibility in Health Insurance, Premiums,
Deductibles, and Coinsurance, Explanation of Benefits (EOB) and
Coverage Limits, Utilization Review and Medical Necessity
Determination, Fraud and Abuse Prevention in Health Insurance

Unit 4: Health Insurance and Reimbursement

Fee-for-Service (FFS) vs. Value-Based Payment Models, Health

4 Insurance Reimbursement Methods, Diagnosis-Related Groups 8
(DRGs) and Prospective Payment, Coding and Documentation for
Health Insurance Claims, Reimbursement Challenges and
Revenue Cycle Management

Unit 5: Health Insurance Policy and Healthcare Reform

5 Health Insurance Policy Analysis and Evaluation, Affordable Care 8

Act (ACA) and its Impact on Health Insurance, State and Federal
Health Insurance Programs (Medicaid, Medicare), Health Insurance
Exchanges and Marketplace Plans, Future Trends and Challenges
in Healthcare Insurance

Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /

Reprint
No.

Textbooks

1. "Health Insurance and Managed Care: What They Are 5 2019

and How They Work" Peter R. Kongstvedt, Jones and
Bartlett Publishers, Inc

2 "Understanding Health Insurance: A Guide to Billing and 1 2011

Reimbursement" Michelle A. Green and JoAnn C. Rowell,
Cengage Learning

3 1. "Health Insurance Today: A Practical Approach" by 7 2020

Janet I. Beik, Saunders

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

271
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHIN
COURSE MODULE G WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
International
Logistics &
MBA 404
Global Supply DSE 4 4 0 0 25 25 50 100
SC 1
Chain
Management
TOTAL 4 4 0 0

272
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: -
International Logistics & Global Supply
1. Subject Code: MBA 404 SC 1 Course Title: Chain Management

2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course Outcome: CO1: The understanding of the importance and challenges of globalization
in designing supply chain strategies;
CO2: Developed an appreciation for the major strategic issues and trade-offs
in global supply chain management;
CO3: Acquired analytical capability to uncover problems and improvement
opportunities in supply chain management
CO4: To develop and analyze the role of globalization on the supply chain
and logistics processes.
CO5: To analyze the effectiveness of supply chain and logistics processes
in digital age.
CO6: To understand the roadmap for developing sustainable and industry
4.0 perspective of supply chain and logistics management.

10. Details of the Course:

Sl. No. Contents Contact Hours
Supply Chain and logistics strategies and decisions, Creation of
1 responsive supply chain and logistics system, Global vs Domestic supply 8
chain and logistics system

Transport mode & route selection and transport cost modelling,

Warehouse design and management with analytics, Vehicle scheduling
2 problem, Logistics network design under uncertain and resilient 8
environment

Supply chain and logistics service quality, Designing and assuring service
quality in digital supply chain, SERVQAL framework for digital supply
3 chain, Global supply Chain quality and international quality standards, 8
Service quality 4.0 framework for supplier/LSP

Supply chain sourcing decisions, Performance assessment of logistics

4 service providers Goal oriented performance measurement, Attribute of 8
national logistics system

273
 Supply chain and logistics 4.0, Sustainable supply chain practices,
5 Data-driven supply chain and logistics 8

Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of
No. Publication /
Reprint
Textbooks
1. Supply Chain Management: Strategy, Planning & Operation, 6 2013 Reprint
Latest Edition, Pearson Education India
Sunil Chopra and Peter Meindl (T1)
2 International Logistics: The Management of International 3 2013 Reprint
Trade Operations , Pierre David, Biztantra

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

274
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHIN
COURSE MODULE G WEIGHTAGE: EVALUAION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Operations
DSE 4 4 0 0 25 25 50 100
SC 2 Strategy
TOTAL 4 4 0 0

275
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

Operations Strategy
1. Subject Code: MBA 404 SC 2 Course Title:

2. Contact Hours: L: T: 0 P:
4 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course Outcome: CO1 Understand and formulating an operations strategy

CO2 analyze, value, and optimize the key decisions involved in operations
strategy.
CO2: Enabling the students to implement data-driven approach where tools
and analysis will start with realistic data
CO4 Discuss critically the practical use of the techniques covered, taking into
account organisational context.
CO5: Explain and discuss the relationship between operations strategy with
other functional strategies and overall business policy in the context of the
strategic goals and objectives of the organisation.
CO6: Develop sustainable solutions for operations managers to the practical
development and implementation of operations strategy.
10. Details of the Course:
Sl. No. Contents Contact Hours
Operations Strategy, thinking about Uncertainty, Betting on the
1 Unknown: Newsvendor Model, Newsvendor Applications: Managing 8
Biases in Operational Decision

Key Elements and Decision Categories in an Operations Strategy,

2 Speculative and Reactive Strategies; Make to Stock v. Make to Order 8
Strategies; Off-shoring and In-sourcing: Sourcing Strategies

Capabilities and Different Approaches to Operations Strategy, Managing

3 Risk in Operations 8

Technology: Product Design and Clockspeed, Operations on the

4 Internet: Online Strategies, Revenue Management: Pricing Strategies, 8
Coordination and Information Sharing Strategies

276
 Globalization, Outsourcing and Other Critical Issues in Operations
5 Strategy and Policy in the 21st Century 8

Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of
No. Publication /
Reprint
Textbooks
T1. Operations Management, Stevenson Mc Graw Hill 9 2009
Publications (T1)

T2 Operations and Supply Chains Mc Graw Hill Publications 15 2018 Reprint

(Chase, Shanker, Jacob)

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

Cases
“Business Strategy Context for Operations Strategy.” Chapter 1 in [B&R].

Case

Fraiman, Nelson M., Medini R. Singh, Carolyn Paris, and Linda Arrington. “Zara.” Columbia
Business School Case. Case: 267-279, 2002.

277
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHIN
COURSE MODULE G WEIGHTAGE: EVALUAION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Predictive
DSE 4 4 0 0 25 25 50 100
BA 1 Analytics
TOTAL 4 4 0 0

278
Name of Department: - Management Studies
1. Subject Code: MBA 404 BA 1 Course Title: Predictive Analytics
2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs.): Theory Practical 0
3
4. Relative Weight: CIE MSE SEE PRE
25 50 0
25
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course Outcome: After completion of the course the students will be able to:
CO1: Understand the fundamental concepts and principles of
predictive analytics.
CO2: Evaluate and interpret predictive model and classification for
analysis of data.
CO3: Evaluate the role of data visualization in communicating
analytical insights.
CO4: Utilize predictive analytics models to make informed business
decisions.
CO 5: Evaluate prediction models for diverse problems
CO 6: Create predictive models using statistical, and machine
learning techniques, and evaluate and interpret such models to
support fact-based decision making.
10. Details of the Course:

Contact
Sl. No. Contents
Hours
Introduction to Python
Python Syntax, Python Comments, Python Variables, Python Data
Types, Python Casting, Python Strings, Python Operators, Python Lists,
1 8
Python Tuples, Python Sets, Python Dictionaries, Python Conditional
and Looping Statements, File Handling in Python, Python Modules,
Python Matplotlib.
Introduction to Predictive Analytics
Basics of predictive analytics: Definition, scope, and applications,
Understanding the predictive modeling process, Data preprocessing
2 8
and feature selection techniques, Exploratory data analysis and data
visualization, Introduction to statistical concepts for predictive
analytics
Regression Analysis and Classification Techniques
Simple Multiple linear regression: Model building, evaluation, and
interpretation. Polynomial regression and regularization techniques
(e.g., ridge regression, lasso regression), Evaluation metrics for
regression models, Dealing with categorical predictors in regression
3 8
analysis, Logistic regression: Assumptions, model fitting, and
interpretation, Decision trees and ensemble methods (e.g., random
forests, gradient boosting), Naive Bayes classifiers and K-nearest
neighbors (KNN), Support vector machines (SVM) for classification,
Evaluation metrics for classification models.

279
 Unsupervised Learning Techniques
Clustering Algorithms: K-means clustering, Hierarchical clustering
(agglomerative and divisive), Density-based clustering (DBSCAN),
Dimensionality Reduction Techniques: Principal Component Analysis
4 8
(PCA), Linear Discriminant Analysis (LDA), Feature extraction and
selection for high-dimensional data, Association Rule Mining: Apriori
algorithm, FP-growth algorithm, Mining frequent itemsets and
association rules, Support, confidence, and lift measures.
Time Series Analysis and Forecasting
Time series data manipulation using Pandas, Visualizing time series
data (line plots, seasonal decomposition), Building time series
5 forecasting models using ARIMA or SARIMA, Seasonal forecasting and 8
decomposition techniques, Evaluating time series models using
metrics like mean absolute error (MAE) and root mean squared error
(RMSE)
Total 40

11. Suggested Books:

Year of
SL. Name of Authors/Books/Publishers/Place of
Edition Publication/
No. Publication
Reprint
Textbooks
Predictive Analytics: The Power to Predict Who Will
1. 2nd 2016
Click, Buy, Lie, or Die (Wiley) by Eric Siegel
Data Mining and Predictive Analytics (Wiley Series on
2. Methods and Applications in Data Mining) by Daniel 2nd 2016
T. Larose
Hands-On Machine Learning with Scikit-Learn, Keras,
3. 3rd 2022
and TensorFlow (Shroff/O'Reilly) by Geron Aurelien

Reference Books
1. Applied Predictive Modeling (Springer) by Max Kuhn 2nd 2018
(Author), Kjell Johnson (Author)
2. Data Mining for Business 2nd 2016

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term
Exam

280
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHIN
COURSE MODULE G WEIGHTAGE: EVALUAION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Big Data
DSE 4 4 0 0 25 25 50 100
BA 2 Analytics

281
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

1. Subject Code: MBA 404 BA 2 Course Title: Big Data Analytics
2. Contact Hours: L: 4 T: 0 P: 0
3. Examination Duration (Hrs.): Theory Practical 0
3
4. Relative Weight: CIE PRS MSE SEE PRE 50 0
25 0 25
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course After completion of the course the students will be able to:
Outcome**:
CO1: Understand the fundamental concepts and principles of Big
Data
CO2: Apply descriptive analytics techniques to analyze and interpret
data.
CO3: Evaluate and perform processing of Big Data
CO4: Utilize different Tools to ingest data.
CO5: Demonstrate proficiency in using analytical tools and software
for data analysis.
CO 6: Develop sustainable business solutions using big data
analytics
10. Details of the Course:

Contact
Sl. No. Contents
Hours
Introduction to Big Data
Data, Understanding Big Data, Capturing Big Data, Benefitting from
1 8
Big Data, Management of Big Data, Organizing Big Data, Analyzing Big
Data, Technological Challenges of Big Data.
Introduction to Apache Hadoop Overview of Apache Hadoop and its
key components (HDFS, MapReduce), Introduction to the Hadoop
2 8
ecosystem: Hive, Pig, HBase, Sqoop, etchants-on exercises on setting
up a Hadoop cluster and performing basic operations.
Data Processing with Hive
Introduction to Hive and its role in data processing, Overview of
3 HiveQL for SQL-like queries on Hadoop, Understanding Hive data 8
modeling using tables, partitions, and buckets, Hands-on exercises on
creating Hive tables and running queries.
Data Ingestion with Sqoop
Introduction to Sqoop and its role in data ingestion, Understanding
4 Sqoop connectors for various data sources (relational databases, 8
mainframes, etc.), Hands-on exercises on importing and exporting
data using Sqoop.
282
 Internal Details of Spark and Resilient Distributed Datasets
Driver Executors Partitions, Jobs, Stages, Tasks Internal workings of
5 an RDD, Creating RDDs, Reading from files, Lambda expressions 8
Transformations Actions and Transformations, Transformations
General transformations
Total 40

11. Suggested Books:

Year of
SL. Name of Authors/Books/Publishers/Place of
Edition Publication/
No. Publication
Reprint
Textbooks
"Hadoop: The Definitive Guide"/Publisher: O'Reilly
1. 4th 2015
Media.
Big Data Analytics with Spark and Hadoop" by
2. 1st 2016
Venkat Ankam
3. "Hadoop in Practice" by Alex Holmes 1 st
2012

Reference Books
1. Big Data: A Revolution That Will Transform How We 1st 2012
Live, Work
2. "Big Data Analytics: Methods and Applications" . 1st 2019

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term
Exam

283
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHIN
COURSE MODULE G WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
International
Logistics &
MBA 404
Global Supply DSE 4 4 0 0 25 25 50 100
IB 1
Chain
Management
TOTAL 4 4 0 0

284
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: -
International Logistics & Global Supply
1. Subject Code: MBA 404 IB 1 Course Title: Chain Management

2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite:

9. Course Outcome: CO1: The understanding of the importance and challenges of globalization
in designing supply chain strategies;
CO2: Developed an appreciation for the major strategic issues and trade-offs
in global supply chain management;
CO3: Acquired analytical capability to uncover problems and improvement
opportunities in supply chain management
CO4: To develop and analyze the role of globalization on the supply chain
and logistics processes.
CO5: To analyze the effectiveness of supply chain and logistics processes
in digital age.
CO6: To understand the roadmap for developing sustainable and industry
4.0 perspective of supply chain and logistics management.

10. Details of the Course:

Sl. No. Contents Contact Hours
Supply Chain and logistics strategies and decisions, Creation of
1 responsive supply chain and logistics system, Global vs Domestic supply 8
chain and logistics system

Transport mode & route selection and transport cost modelling,

Warehouse design and management with analytics, Vehicle scheduling
2 problem, Logistics network design under uncertain and resilient 8
environment

Supply chain and logistics service quality, Designing and assuring service
quality in digital supply chain, SERVQAL framework for digital supply
3 chain, Global supply Chain quality and international quality standards, 8
Service quality 4.0 framework for supplier/LSP

Supply chain sourcing decisions, Performance assessment of logistics

4 service providers Goal oriented performance measurement, Attribute of 8
national logistics system

285
 Supply chain and logistics 4.0, Sustainable supply chain practices,
5 Data-driven supply chain and logistics 8

Total 40

11. Suggested Books:

SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of
No. Publication /
Reprint
Textbooks
1. Supply Chain Management: Strategy, Planning & Operation, 6 2013 Reprint
Latest Edition, Pearson Education India
Sunil Chopra and Peter Meindl (T1)
2 International Logistics: The Management of International 3 2013 Reprint
Trade Operations , Pierre David, Biztantra

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

286
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Cross Cultural
MBA 404
Business DSE 4 4 0 0 25 25 50 100
IB 2
Management

287
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

Cross Cultural Business
1. Subject Code: MBA 404 IB 2 Course Title: Management
2. Contact Hours: L: 4 T: 0 P: 0
3. Examination Duration (Hrs): Theory 3 Practical 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite: NIL

9. Course Outcome: After completion of the course the students will be able to:
CO1. Students will be able to understand the changing global business
environment, emerging business and cross-cultural issues.
CO2 Students will be able to relate their knowledge of culture and their
relevance in Decision Making
CO3. Students will be able to informed arguments in support of culturally
sensitive and socially responsible behaviour in business.
CO4. Students will be able to present a range of cultural arguments concerning
the need for corporate and social responsibility
CO5. Students will be able to demonstrate understanding of culture and
cultural.
CO6. Students will be able to integrate the concept of cross culture and to
develop a strong pool information for the organizations.
10. Details of the Course:
Sl. No. Contents Contact Hours
Introduction
Concept of Culture for a Business Context; Brief wrap up of organizational
1 culture & its dimensions; Cultural Background of business stake-holders 8
[managers, employees, shareholders, suppliers, customers and others] –
An Analytical frame work
Culture and Global Management
Global Business Scenario and Role of Culture, A Frame work for Analysis;
2 Elements & Processes of Communication across Cultures; Communication 8
Strategy for/ of an Indian MNC and Foreign MNC & High-Performance
Winning Teams and Cultures; Culture Implications for Team Building
Cross Culture – Negotiation
Cross Culture – Negotiation & Decision Making - Process of Negotiation and
3 8
Needed Skills & Knowledge Base – Over view with two illustrations from
multi-cultural contexts [India – Europe/ India – US settings, for instance]

4 Cross Culture – Decision Making 8

288
 International and Global Business Operations- Strategy Formulation &
Implementation; Aligning Strategy, Structure & Culture in an
organizational Context
Global Human Resources Management
Staffing and Training for Global Operations Expatriate - Developing a
5 Global Management Cadre. Motivating and Leading; Developing the values 8
and behaviors necessary to build high-performance organization
personnel [individuals and teams included] – Retention strategies.
Total 40
11. Suggested Books:
SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. Deresky Helen, International Management: Managing 9th 2016
Across Borders and Cultures: Text and Cases PHI, Delhi

2. Cashby Franklin, Revitalize Your Corporate Culture, PHI, 1st 1999

Delhi

Reference Books
1. Esenn Drlarry, Rchildress, John, The Secret of a Winning 1st 2002
Culture: Building High-Performance Teams: PHI, Delhi

12. Mode of Evaluation Assignment / Mid Term Exam / End Term Exam

289
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

DEPARTMENT OF MANAGEMENT STUDIES

(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Retail Sales and
MBA 404
Customer DSE 4 4 0 0 25 25 50 100
RT 1
Service

290
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
SEMESTER IV
Name of Department: - Management Studies
Retail Sales and Customer
1. Subject Code: MBA 404 RT 1 Course Title: Service
2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE 25 PRS 0 MSE 25 SEE 50 PRE 0
5. Credits: 4
6. Semester: IV
7. Category of Course:
DSE
8. Pre-requisite:

9.Course Outcome: After completion of the course the students will be able to:
CO1. Define the various concepts of sales & promotion.
CO2 Relate their knowledge of retail consumer sales & promotion
techniques to deal with the industrial buyers.
CO3. Apply their knowledge while working in different formats of retail
like vendor, e-retailing, counter sales etc.
CO4. Evaluate and develop brand loyalty among customers by
adopting various strategies.
CO5. Analyse how quality customer service results in terms of
profitability for any organization.
CO6. Integrate the concept of sales, promotion and customer service
to develop a strong pool of loyal customer base for the organization.

10. Details of the Course:

Sl. Contact
Contents
No. Hours
Advertising Communications and Promotions
Effective Advertising: Understanding When, How, and Why
Advertising Works- Marketing Objectives and Positioning- Target
Audience Selection and Action Objectives- Communication
Objectives- The Creative Strategy and Tactics- Media Strategy: The
1 7
Reach Pattern and- Effective Frequency- The Creative Strategy and
Tactics- Media Strategy: The Reach Pattern and- Effective
Frequency- Campaign Tracking and Evaluation- Setting the
Campaign Budget- Sales Promotions.

Promotion Impact
2 On the Marketing Mix-On the Customer-Promotions and Integrated 6
Marketing- Creating a Customer Relations- Characteristics of an

291
 Integrated Programme- Strategic Considerations- Promotions role-
Overcoming barriers in Integrated Marketing.
Tactical Analysis
Strategic analysis to Promotion tactics- Objective Setting- Perspective
on Strategy –Promotional tactical tool set –When and how to apply
3 the right tactics-Built-traffic- Reach new customers- Trade users up- 7
Introduce new products- Gain Product Display, Placement &
Distribution- Stimulate repeat sales- Generate Brand loyalty.

Sales promotion technique

Off the Self Offers- Joint Promotions- Price Promotions- Premium
Promotions- Prize Promotions- How Promotion Affects Sales-
4 Switching, Acceleration, and Deceleration- How Promotion Affects 10
Sales- Acceleration, Repeat Purchasing, Consumption- Trade
Dealing.

Retailer Promotions
Consumer Promotions (Coupons, Rebates, and Loyalty Programs)-
Consumer Promotions (Loyalty Programs, Online, and Special Event
Promotions)-Calculating Promotion Profitability-Trade Deals, Retailer
5 10
Promotions, Coupons, Rebates-Measuring Promotion Effectiveness-
Sales Promotion Strategy-Procter and Gamble’s Value Pricing
Strategy-Sales Promotion Strategy.

Total 40

11. Suggested Books:s

SL. Name of Authors/Books/Publishers/Place of Edition Year of Publication /
No. Publication Reprint
Textbooks
1. Robert C. Blattberg & Scott A. Neslin, Sales Promotion: 1 1990
Concepts, Methods, and Strategies, Prentice-Hall

Reference Books
2. Schulz, William A Robinson & Lisa A Peterson -Sales 1 1991
Promotion Essentials: The 10 Basic Sales Promotion
Techniques, McGraw-Hill Contemporary

3. Kazmi& Sathish K Batra, Advertising & Sales Promotions, 1 2009

Excel Books

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

292
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

DEPARTMENT OF MANAGEMENT STUDIES

(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
MBA 404 Retail Location
DSE 4 4 0 0 25 25 50 100
RT 2 Strategies

293
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
SEMESTER IV
Name of Department: - Management Studies
MBA 404 RT2 Retail Location Strategies
1. Subject Code: Course Title:
2. Contact Hours: L: T: P:
4 0 0
3. Examination Duration (Hrs): Theory 3 Practical
0
4. Relative Weight: CIE 25 PRS 0 MSE 25 SEE 50 PRE 0
5. Credits: 4
6. Semester: IV
7. Category of Course:
DSE
8. Pre-requisite:

9.Course Outcome: After completion of the course the students will be able to:
CO1 Understand the elements of location strategies & identify
the scope of this particular decision for the benefit of
organization.
CO2 Interpret different types of retail locations and their
suitability for various retail formats.
CO3 Analyze the various factors that may affect the
profitability of the organization and accordingly take the
most optimal decision under given conditions.
CO4 Integrate the models of location strategies with various
functions of management & analyze the various tradeoffs
in taking decision regarding selection of most suitable
location.
CO5 Evaluate various locations on the basis of Cost-Benefit
analysis.
CO6 Design efficient and profitable location strategy & use
mathematical/statistical models for optimization in
location decision making
10. Details of the Course:
Sl. Contact
Contents
No. Hours
Introduction to Retail Location Strategies
Understanding the Importance of Retail Location Strategies
Factors Influencing Retail Location Decisions, Types of Retail
1 7
Locations: High Streets, Shopping Centers, Malls, Outlets, etc.,
Market Analysis and Consumer Behavior in Retail Location
Strategies.

294
 Location Analysis and Site Selection
Location Analysis Techniques: Site Surveys, Demographic Analysis,
and GIS Mapping, Assessing Market Demand and Competitive
2 6
Landscape, Accessibility and Traffic Considerations in Retail Location
Selection, Criteria for Site Selection: Size, Layout, Parking, and
Infrastructure.
Target Markets and Segmentation
Market Segmentation in Retail Location Strategies, Analyzing Market
Demographics, Psychographics, and Behavioral Patterns
3 7
Identifying Target Markets and Customer Profiles for Different Retail
Formats, Location Strategies for Different Customer Segments:
Urban, Suburban, Rural, etc.
Store Layout and Visual Merchandising
Store Layout and Design Principles for Retail Locations, Visual
4 Merchandising Techniques to Attract and Engage Customers, Store 10
Signage and Displays: Importance and Best Practices, Adapting Store
Layout and Visual Merchandising for Different Retail Environments.
Performance Evaluation and Sustainability
Key Performance Indicators (KPIs) in Retail Location Strategies,
Evaluating the Success of Retail Locations: Sales Growth, Customer
5 Traffic, and Conversion Rates, Ethical and Social Considerations in 10
Retail Location Decisions, Sustainable Retail Location Strategies:
Green Building Practices and Community engagement.

Total 40

11. Suggested Books:s

SL. Name of Authors/Books/Publishers/Place of Edition Year of Publication /
No. Publication Reprint
Textbooks
1. Michael Levy and Barton Weitz, Retailing Management, 10th 2021

2. Barry Berman and Joel R. Evans, Retail Location Planning 2nd 2017
in an Era of Multi-Channel Growth,
Reference Books
1. Joachim Zentes, Dirk Morschett, and Hanna Schramm-Klein, 4th 2020
Strategic Retail Management: Text and International Cases

12. Mode of Evaluation Test / Quiz / Assignment / Mid Term Exam / End Term Exam

295
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Marketing of
MBA 404
Financial DSE 4 4 0 0 25 25 50 100
BI 1
Services

296
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

Marketing of Financial Services
1. Subject Code: MBA 404 BI 1 Course Title:

2. Contact Hours: L: T: P: 0
4 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite: NIL

9. Course After completion of the course the students will be able to:
Outcome**: CO 1: Understand the dynamics of financial services
CO 2: Understand the environment of marketing of financial
services
CO 3: Apply the concepts of marketing for financial services
CO 4: Analyse the various strategies for marketing of financial
services.
CO 5: Evaluate marketing practices of financial services
CO 6: Develop sustainable strategies for marketing of financial
services
10. Details of the Course:
Contact
Sl. No. Contents
Hours
Significance of Financial Services
Role and contribution of the financial services, changing environment
1 of financial services and understanding the financial services 10
consumers. Financial Products in Services Spectrum; Insurance,
Banks, Stocks, Mutual Funds, Pension plans, other savings products
Environment
Analysis of marketing environment. Developing marketing
strategies, financial services marketplace: structures, products
2 8
and participants. Organizational Buying Process and Participants;
Institutional and Government Markets; Competitors: Identifying
and Analysing, Designing Competitive Strategies
Strategy
Financial services mix-Product strategy; Advertising and promotion;
Pricing; Distribution channels, Customer care and service quality.
3 12
Market segmentation – Target marketing; market segmentation,
targeting and positioning the financial services organization in the
marketplace; Technology & Innovation in Financial Services
Marketing Mix
4 Banking and insurance marketing, Building society marketing, 12
Marketing of unit and investment trusts. Advertising, sales

297
 promotion, public relations; sponsorship, internet as a promotion
tool; People in the marketing mix; Personal selling and sales force
management; The selling process, Physical evidence and processes
customer care.
Fee & Fund Services
Marketing of various fee-based services and fund-based services.
5 8
Ethical issues in the marketing of financial services, Ethics in relation
to the individual and society as a whole
Total 40
11. Suggested Books:
SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1. M.Y. Khan, Financial Services, McGraw Hill Education 1st 2017

2 V. A Avadhani, Marketing of Financial Products and 1st 2011

Services, Himalayan Books

Reference Books
1. Wright, M. & Watkins, M, Marketing Financial Service, 1st 1995
Routledge

12. Mode of Evaluation Assignment / Mid Term Exam / End Term Exam

298
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN
DEPARTMENT OF MANAGEMENT STUDIES
(BATCH 2023 & ONWARDS)

SCHEME AND CURRICULAR STRUCTURE

FOR
SEMESTER IV

TEACHING
COURSE MODULE WEIGHTAGE: EVALUATION
PERIODS
THEORY SUBJECTS
Category of CREDITS L T P CIE MSE SEE TOTAL
CODE TITLE
Course
Treasury and
MBA 404
Forex DSE 4 4 0 0 25 25 50 100
BI 2
Management

299
 GRAPHIC ERA (DEEMED TO BE UNIVERSITY), DEHRADUN

SEMESTER IV

Name of Department: - Management Studies

Treasury and Forex Management
1. Subject Code: MBA 404 BI 2 Course Title:

2. Contact Hours: L: T: P: 0
4 0
3. Examination Duration (Hrs): Theory Practical
3 0
4. Relative Weight: CIE PRS MSE SEE PRE
25 0 25 50 0
5. Credits:
4
6. Semester:
IV
7. Category of Course:
DSE
8. Pre-requisite: NIL

9. Course After completion of the course the students will be able to:
Outcome**: CO 1: Understand foreign exchange environment for the firm for
taking effective decisions related to Exchange rate risk
CO 2: Understand factors that cause exchange rates to change and
apply the understanding of the basic mechanics of currency
forwards, futures, options and swaps.
CO 3: Apply forex tools for risk management
CO 4: Analyse the international financial instruments and compare
with the real life data.
CO 5: Evaluate
CO 6: Develop sustainable solutions for International Finance for
the managerial decisions in the multinational enterprises.
10. Details of the Course:
Contact
Sl. No. Contents
Hours
Unit 1 : Globalization - The Globalization of the Multinational Firms,
1 Need and Objective of globalization and MNC, Role of International 8
Finance Manager, Why and How firms become Multinational

Unit 2 : International financial institutions – World Bank and its

2 subsidiaries, ADB, BIS, Ex-Im Bank in India and types of funding – LCs 8
and role of Central Banks in IF and Forex Markets

Unit 3 : The Foreign Exchange Market - The Global Financial Markets

3 and Interest Rates, Types of exchange rates, Theories of Forex – PPP 8
Theory and Big Mac Index
Unit 4 : Risk Management - Corporate Exposure Management Policy,
Introduction to Risk Models, Currency Forwards, Forwards, Currency
4 8
Futures, Currency Options; Transaction Exposure, Translation
Exposure, Economic/Operating Exposure
Unit 5 : International Banking - Money Market, Creation of
5 8
Eurocurrency, Capital Adequacy Norms-Basel Accord, International

300
 Debt Market, Sourcing Equity Globally – ADR and GDR, Trading in
International Equities, Factors affecting international equity
investments
Total 40
11. Suggested Books:
SL. Name of Authors/Books/Publishers/Place of Publication Edition Year of Publication /
No. Reprint
Textbooks
1 International Financial Management, Eun Resnik, McGraw 9 2021
hill Publication

2 International Financial Management, P.G. Apte, TMH, India 8 2020

3 International Financial Management, Ephraim Clark, 2 2007

CENGAGE learning

4 International Financial Management,Vij, Madhu, Excel 1 2010

Publications, New Delhi

Reference Books
1. International Financial Management, Kevin S., PHI 1 2012
2 Multinational Business Finance, David K. Eiteman, Pearson 14 2017
3 Multinational Financial Management, Shapiro, Wiley 9 2012
Publications

12. Mode of Evaluation Assignment / Mid Term Exam / End Term Exam

301