ANDHRA UNIVERSITY

DEPARTMENT OF COMMERCE
AND MANAGEMENT STUDIES

Program - M.B.A
(Regular)
Regulations and Syllabus
Effective from 2021-2022 batch
 MBA (MARKETING MANAGEMENT)
w.e.f from 2021-2022 Admitted Batch

SEMESTER- I
Paper Inter Extern Hrs. / Cred
Code Titles nal al Total Week its
101 Perspectives of Management 20 80 100 4 4
102 Accounting for Management 20 80 100 4 4
103 Business Environment 20 80 100 4 4
104 Managerial Communication 20 80 100 4 4
105 Managerial Economics 20 80 100 4 4
106 Organizational Behavior 20 80 100 4 4
107 Quantitative Techniques for Management 20 80 100 4 4
SEMESTER-11
201 Marketing Management 20 80 100 4 4
202 Financial Management 20 80 100 4 4
203 Human Resource Management 20 80 100 4 4
204 Research Methodology for Management 20 80 100 4 4
205 Operations Management 20 80 100 4 4
206 Corporate Legal Framework 20 80 100 4 4
207 E-Business 20 80 100 4 4
SEMESTER - III
301 International Business 20 80 100 4 4
302 Operations Research 20 80 100 4 4
Consumer Behavior and Customer
303 Relationship Management 20 80 100 4 4
304 Services Marketing 20 80 100 4 4
305 Advertising and Brand Management 20 80 100 4 4
306 Sales and Distribution Management 20 80 100 4 4
307 Marketing Research 20 80 100 4 4
308 Intellectual Property Rights 2
309 MOOC-I 2
SEMESTER - IV
401 Business Policy and Strategic Management 20 80 100 4 4
Entrepreneurship and Small Business
402 Management 20 80 100 4 4
403 Product Management 20 80 100 4 4
404 Retail Management 20 80 100 4 4
405 Logistic arid Supply Chain Management 20 80 100 4 4
406 Fundamentals of Retail Management 20 80 100 4 4
407 Global Marketing 20 80 100 4 4
408 MOOC-II 2
Project Report 100 6
Comprehensive Viva Voce 100 4
GRAND TOTAL 3000

1
 MBA (FINANCIAL MANAGEMENT)
w.e.f from 2021-2022 Admitted Batch

SEMESTER –I
Paper Inter Exter Hrs./ Cred
Code Titles nal nal Total Week its
101 Perspectives of Management 20 80 100 4 4
102 Accounting for Management 20 80 100 4 4
103 Business Environment 20 80 100 4 4
104 Managerial Communication 20 80 100 4 4
105 Managerial Economies 20 80 100 4 4
106 Organizational Behavior 20 80 100 4 4
107 Quantitative Techniques for Management 20 80 100 4 4
SEMESTER –II
201 Marketing Management 20 80 100 4 4
202 Financial Management 20 80 100 4 4
203 Human Resource Management 20 80 100 4 4
204 Research Methodology for Management 20 80 100 4 4
205 Operations Management 20 80 100 4 4
206 Corporate Legal Framework 20 80 100 4 4
207 E-Business 20 80 100 4 4
SEMESTER –III
301 International Business 20 80 100 4 4
302 Operations Research 20 80 100 4 4
303 Financial Markets and Services 20 80 100 4 4
304 Securities Analysis and Portfolio Management 20 80 100 4 4
305 Mutual Funds 20 80 100 4 4
306 Financial Derivatives 20 80 100 4 4
307 International Financial Management 20 80 100 4 4
308 Intellectual Property Rights 2
309 MOOC-I 2
SEMESTER –IV
401 Business Policy and Strategic Management 20 80 100 4 4
402 Entrepreneurship and Small Business 20 80 4 4
Management 100
403 Strategic Financial Management 20 80 100 4 4
404 Venture Capital 20 80 100 4 4
405 Monetary Management 20 80 100 4 4
406 Financing Foreign Trade 20 80 100 4 4
407 Securities Operations & Risk Management 20 80 100 4 4
408 MOOC-II 2
Project Report 100 6
Comprehensive Viva Voce 100 4
GRAND TOTAL 3000
 MBA (HUMAN RESOURCE MANAGEMENT)
w.e.f from 2021-2022 Admitted Batch

SE1\1ESTER - I
Paper Inter Exter Hrs. / Cre
Code Titles Total d
nal nal Week its
10I Perspectives of Management 20 80 100 4 4
102 Accounting for Management 20 80 100 4 4
103 Business Environment 20 80 100 4 4
104 Managerial Communication 20 80 100 4 4
105 Managerial Economics 20 80 100 4 4
106 Organizational Behavior 20 80 100 4 4
107 Quantitative Techniques for Management 20 80 100 4 4
SEMESTER-II Core Papers
201 Marketing Management 20 80 100 4 4
202 Financial Management 20 80 100 4 4
203 Human Resource Management 20 80 100 4 4.
204 Research Methodology for Management 20 80 100 4 4
205 Operations Management 20 80 100 4 4
206 Corporate Legal Frame Work 20 80 100 4 4
207 E-Business 20 80 100 4 4
SEMESTER - III
301 International Business 20 80 100 4 4
302 Operations Research 20 80 100 4 4
303 Industrial Relations 20 80 100 4 4
304 Human Resource Development 20 80 100 4 4
305 Strategic Human Resource Management 20 80 100 4 4
306 International Human Resource Management 20 80 100 4 4
307 Group Dynamics &Change Management 20 80 100 4 4
308 Intellectual Property Rights 2
309 MOOC-I 2
SEMESTER - IV
401 Business Policy and Strategic Management 20 80 100 4 4
Entrepreneurship and Small Business
402 Management 20 80 100 4 4
403 Performance &Counseling 20 80 100 4 4
404 Compensation and Welfare Management 20 80 100 4 4
405 Industrial Sociology 20 80 100 4 4
406 Labour Legislations 20 80 100 4 4
407 Human Resource Planning 20 80 100 4 4
408 MOOC-II 2
Project Report 100 6
Comprehensive Viva Voce 100 4

GRAND TOTAL 3000

3
OBE (OUTCOME BASED EDUCATION):
To impart qualitative and value based management & commerce education to the student’s in
terms of knowledge, skills and attitudes of social services to enable them to have all-round
development.
Students are able to design the deserved careers and obtain better placements and compete
with the premier institutions offering similar courses.
1. POs (Programme Outcomes) - MBA:
PO1: Students will be able to Understand and developing the knowledge of Management
principles, practices and perspectives in decision making.
PO2: Students would be able to understand the tools and techniques in functional areas such
as Production, Marketing, Finance and HRM and Systems with business applications.
PO3: Students will be able understand the application of methods and practices of
functional areas such as Marketing, Finance, HRM and Production to solve problems
in Business, Trade and Service Industry.
PO4: Foster analytical and critical thinking abilities for data-based decision-making in both
Manufacturing and service sectors.
PO5: Students will be able to learn and apply innovative application of Banking and
Finance areas of Management in Banking and Stock markets.

Programme Specific Outcomes (PSOs):

POS1: Students will be able to manage and operate the retail business-in Banking,
manufacturing and trade and also exposed to logistics management to minimize the
cost and time.
POS2: Students are exposed to areas of recent changes and challenges of business in
Business, trade and Industry both in Manufacturing and Service sector in the dynamic
business environment.
POS3: Students are given training and skills to become as Entrepreneurs for creating jobs
and wealth to the nation
 MBA SEMESTER I

101: PERSPECTIVES OF MANAGEMENT

Course Objectives:
 To help the students gain understanding of the functions and responsibilities of
managers.
 To provide them tools and techniques to be used in the performance of the
managerial job
 To enable them to analyze and understand the environment of the
organization.
 To help the students to develop cognizance of the importance of management
principles.

Learning outcomes:
 Demonstrate an appreciation of areas which are fundamental to managing
people at workplace.
 Outline the major perspectives on managing in organizations.

Unit I: Management – Evolution of Management Thought -Principles of Management – Functions of

Management - Social Responsibility of Management.

Unit II: Planning – Nature, Purpose and Importance of Planning-Types of Plans-Steps in Planning-Planning
Premises and Forecasting – process of Decision Making-Decision Tree Analysis.

Unit III: Organization – Principles of Organization – Formal and informal Organization – types of
Organization Structure – Line and Staff Relations – Delegation – Decentralization –Span of Control.

Unit – IV: Directing- Leadership Theories and Styles –Motivation –Theories: Maslow’s Theory and
Herzberg’s Theory.

Unit- V: Control-Importance, Steps, Processes, Techniques-PERT/CPM-Total Quality Management.

(Case Study is compulsory in all Units)

Suggested Books:

1. Louis A Allen, Management & Organisation, McGrawHill,New York

2. A.Pardhasardhy & R.Satya Raju: Management Text and Cases, Prentice Hall of India.
3. AS Lather, M Handa, Cases in Management, Wsdom, Delhi
4. Heinz Weihrich & Harold Koontz, Essentials of Management, Tata-McGraw Hill,ND
5. JS Chandan, Management: Theory & Practice, Vikas, New Delhi
6. RW Griffin, Management: Principles and Applications, Cengage,New Delhi
7. Prem Vrat,KK Ahuja & PK Jain, Management Cases, Vikas, New Delhi
8. Laura P Hartman, A Chatterjee, Perspectives in Business Ethics, TMH, ND
9. Earnest Dale, Great Organisers, McGraw Hill
10. Peter F Drucker, The Practice of Management, McGraw Hill
 102: ACCOUNTING FOR MANAGEMENT

Course Objectives:

 To develop an insight of postulates, principles and techniques of accounting and

utilization of financial and accounting information for planning, and decision-making
 To introduce problems of financial accounting such as measuring and reporting issues
related to assets and liabilities and preparing the financial statements.
 Develop the application skills to create adjusting journal entries in rectifying errors

Learning outcomes:

 Identify and interpret accounting information to inform users and make decisions.
 Apply critical thinking skills by identifying and analyzing accounting issues using
relevant accounting frameworks.
 Analyze financial and contextual information to make decisions, estimate costs

Unit-I : Accounting for Management –Nature and Scope – Management Process and
Accounting – Financial Accounting Vs Cost Accounting Vs Accounting for Management –
Role of Accountant in Modern Organization

Unit – II: Financial Accounting System – Generally Accepted Accounting Principles and
Accounting Standards Governing Financial Statements – Contents of Profit and Loss Account
– Balance Sheet (Theory only)

Unit- III: Elements of Cost–Cost Sheet Preparation – Absorption Vs Marginal Costing –Cost –
Volume – Profit Analysis – Cost Behaviour – Breakeven Analysis – Contribution Approach –
Profit Planning.

Unit-IV: Cost Concepts for Decision making – Decision Making Process – Decision Situations-
Sales Volume Decisions – Pricing and Special Order Pricing – Make / Buy Decisions – Product
Decisions- Addition, Deletion and Alteration of Mix – Plant Shutdown Decision.

Unit- V: Budgeting – Types of Budgets – Financial Vs Operation Budgets – Short Term Vs

Long Term Budgets – Preparation of Sales Budgets – Purchase Budgets- Expenditure Budgets
for Material, Labour and Overheads – Construction of Cash Budget- Flexible Budget –
Master Budget – Management Control and Budgeting – Performance Budgeting and Zero
Based Budgeting. .
(Case Study is compulsory in all Units)
Suggested Books:

1. I. M. Pandey : Management Accounting Vikas Publishing House.ND

2. Needles, Financial Accounting, Cengage, New Delhi
3. Jawaharlal, Accounting for Management, Himalaya, Mumbai
4. Hilton,Ramesh & Jayadev, Managerial Accounting, TMH, New Delhi
5. B.Banerjee, Financial Policy & Management Accounting,PHI, New Delhi
6. P Periasamy, A Text Book of Cost & Management Accounting, Himalaya, Mumbai
7. Horngren, C.T., Introduction of Management Accounting,, Prentice Hall of India.
8. Khan and Jain, Management Accounting, Tata Mc Graw Hill , Delhi.
9. Blocher, Chen, Cokins and Lin, Cost Management, A Strategic Emphasis, TMH, ND
10 Porwal, LS, Accounting Theory, TMH, New Delhi
 103: BUSINESS ENVIRONMENT
Course Objectives:
 To familiarize the students with the business environment conditions prevailing in India and
understand its implications to business.
 To enable students to evaluate Indian economy and its environment
 To understand the policies that shaped Indian Economic Growth

Learning outcomes:
 Examine how different factors and trends in the external environment are likely to impact
upon business
 To familiarize with students economic policies of India
 To have a critical study of liberalization, privatization and globalization.

Unit-I Business Environment: Components and Significance - Socio Cultural, Economic, Legal.
Political, Technological and External Factors Influencing Business Environment, Dimensions of
International Business Environment and Challenges

Unit-II: Structure of Indian Economy; Economic systems- Economic planning with special reference
to last three plans, public, private joint and cooperative sectors Multinational Corporations, Impact
of Multinational Corporations in Indian Economy.

Unit-III Industrial policies of the Govt., Policy resolutions of 1956 and 1991 and subsequent changes,
Monetary and Fiscal policies, Export and Import policies with reference to latest policies.

Unit IV: Public Sector and Small Industry in India, Past, Present and Future of Public Sector.
Performance, Problems, Priviatisation, disinvestment, SEZS- their role, Role of SSIS, Procedure for
establishing SSIS, Role of DICS, Problems of SSIS, Sickness in SSIs..

Unit V: Stock Markets, SEBI, its rules and regulations, Stock Exchange, Functions of Stock Exchanges,
Primary and Secondary markets, Competition Act 2002 Competitiveness.
Foreign Exchange Management Act, Social Responsibilities and Ethics in Business.

(Case Study is compulsory in all Units)

Suggested Books:
1. Francis Cherunilam :Business Environment (Text & Cases), himalaya Publishing
House Bangalore.
2. S.K. Misra & V.K. Puri Economic Environment of Business, Himalaya Publishing House
Mumbai.
3. Suresh Bedi Business Environment, Excel, New Delhi.
4. K. Aswathappa - Essentials of Business environment himalaya Publishing House
Bangalore
5. Govt. of India - Latest Economic Survey.
6. latest, Handbook of Industrial policy and Statistics-2009-2010
7. Competition Act
8. Foreign Exchange Management Act.
 104: MANAGERIAL COMMUNICATION SKILLS

Course Outcomes:
 To equip the students with the necessary techniques and skills of communication to
inform others, inspire them enlist their activity and willing cooperation in the
performance of their jobs.
 To provide an overview of Prerequisites to Business Communication
 To equip students with report writing skills and organizing reports.

Learning outcomes:
 Demonstrate the use of basic and advanced business writing skills.
 Produce clear and concise written business documents.
 Develop interpersonal communications skills that are required for social and
business interaction.
 Plan and conduct effective meetings.
 Employ proper public speaking techniques

Unit – I : Role of Communication in Business – Objective of Communication – The Process of Human

Communication – Media of Communication, Written Communication – Oral Communication – Visual
Communication, Audio Visual Communication – Silence - Developing Listening Skills – Improving
Non–verbal Communication kills – Understanding Cultural Effects of Communication.

Unit – II: Managing Organization Communication - formal and Informal Communication- Intra and
Personal Communication – Models for Inter Personal Communication – Exchange Theory, Johari
Window and Transactional Analysis.

Unit-III: Managing Motivation to Influence Interpersonal Communication – Inter-Personal Perception

– Role of Emotion in Inter Personal Communication- Communication Styles – Barriers of
Communication – Gateways to Effective Interpersonal Communication

Unit-IV: Business Writing Skills – Significance of Business Correspondence, Essentials of Effective

Business Correspondence, Business Letter and Forms, Oral Presentations – Meetings, Telephone
Communication – Use of Technology in Business Communication, E-mail Messages.

Unit-V: Report Writing – Meaning and Significance; Structure of Reports; Negative, Persuasive and
Special Reporting; Informal Report – Proposals; Formal Reports; Organization of Press Report.

(Case Study is compulsory in all Units)

Suggested Books:

1. K Bhardwaj, Professional Communication, IK Int Pub House, New Delhi

2. Krizan, Merrier, Logan and Williams, Effective Business Communications, Cengage, New Delhi
3. HC Gupta, SG Telang, Business Communication, Wisdom, Delhi
4. Penrose, Business Communication for Managers, Cengage, New Delhi
5. McGrath, Basic Managerial Skills for All 5th ed., Prentice Hall of India.
6. Urmila Rai & S.M. Rai, Business Communication, Himalya Publishers,
7. Meenalshi Raman—Business Communication Oxford University Press.
8. Lesikar I Flatley, Basic Business Communication, Tata McGraw Hill.
 105: MANAGERIAL ECONOMICS

Course Outcomes
 To enable the students to understand economic concepts and theories and their
application in management decision-making.
 The purpose of this course is to apply micro economic concepts and techniques in
evaluating business decisions taken by firms.
 Develop an understanding of the applications of managerial economics.

Learning outcomes:
 Apply supply and demand analysis to economic and business strategy issues;
 Explain how economies of scale, scope and learning determine the boundaries of a firm
and market structure
 Identify the main characteristics of different market types, such as perfect competition,
monopoly, monopolistic competition and oligopoly.

Unit I- Introduction: Nature and Scope of Managerial Economics; Objectives of the Firm-
Traditional Theory, Sales and Revenue Maximizing Theories, Managerial Theories and
Behavioral Theories; Profit Maximization. Vs. Wealth Maximization.

Unit II- Demand Analysis : Demand-Meaning, Determinations Of Demand, Demand Function;

Law of Demand; Elasticity of Demand –Price, Income, Cross and Promotional or Advertising
Elasticity of demand, Managerial Uses of Elasticity of Demand; Demand Forecasting. Demand
Forecasting Methods for Existing and New Products, Criteria for Good Forecasting Method.

Unit III- Production Analysis: Production Function –Law of Variable Proportions, Isoquant and
Isocost Curves, Least Cost Combination, and Returns to Scale; Economies of Large Scale; Cobb-
Douglas Production Function and Constant Elasticity of Substitution - Production Function; Cost
concepts and Cost Oriented Pricing Methods.

Unit-IV Market Analysis: Price and Output Determination under Perfect Competition; Profit-
Meaning and Profit Theories-Profit Planning-Measurement.

Unit – V: Economic Optimization: Economic Problems and Optimization Techniques –

Unconstrained and Constrained Optimization; Unbounded Maxim – Optimization of Functions
of One Variable and Optimization with Multivariate Function;
(Case Study is compulsory in all Units)
Suggested Books:
1. Dean,Joel: Managerial Economics, PHI., New Delhi
2. DN Dwidvedi, Managerial Economics, Vikas, New Delhi
3. Trivedi M.L: Managerial Economics, Theory and Applications, TMH,ND
4. Mark Hirschey, Managerial Economics: An Integrative Approach, Cengage, New Delhi
5. Mehta, P.L: Managerial Economics, Text and Csaes, S.Chand & Co
6. Mittal A., . Managerial Economics, Text and Csaes, Wisdom, Delhi
7. Mithani, D.M: Managerial Economics, Theory and Applications, Himalaya Publishing.
8. Attmanad; Managerial Economics, Excel publications.
9. G.S.Gupa, Macro Economics: , Theory and Applications, Tata McGraw Hill.
10. Dwivedi, D.N. Macro Economics: Theory and Applications, Tata McGraw Hill
 106: ORGANIZATIONAL BEHAVIOUR
Course Outcomes:

 To teach the student about the organizational dynamics

 To deeply understand the role of individual, groups and structure in achieving
organizational goals effectively and efficiently.
 To understand the ways to motivate others and be self-motivated
 To familiarize with the concepts of conflict, change, culture

Learning outcomes:
 To discuss the development of the field of organizational behavior and explain the
micro and macro approaches
 Analyze and compare different models used to explain individual behavior related to
motivation and rewards
 Identify the processes used in developing communication and resolving conflicts
 Explain group dynamics and demonstrate skills required for working in groups (team
building)
 Identify the various leadership styles and the role of leaders in a decision making
process.

Unit-I: Meaning and scope of OB-Challenges and opportunities – Foundations of Individual

behavior, values, attitude, job satisfaction, personality, perception and emotions.

Unit – II: Motivation-Theories, Group dynamics – Leaderships styles..

Unit –III: Organizational conflict-causes and consequences-conflict and Negotiation.

Unit-IV: Organizational change, change process resistance to change and Organizational

Development

Unit–V: Organizational Culture-Creating an Ethical Organization-Managing Stress-Organizational

Effectiveness..

(Case Studies are Compulsory)

Suggested Books:

1. Udai Pareek, Organizational Behaviour, Oxford University Press.

2. Karam Pal, Management Process and Organisational Behavioujr, IK Int Pub Hourse,ND
3. Moorhead & Griffin, Introduction to Organizational Behaviour, Cengage, New Delhi
4. Arun Kumar and Meenakshi, Orgnisational Behaviour, Vikas, ND
5. Fred Luthans, Organisational Behaviour, McGraw Hill, New Delhi
6. RK.Suri, Organizational Behaviour, Wisdom Publication
7. Aswathappa K, Organisational Behaviour, Himalaya, Mumbai
8. Neeraj Kumar, Organisational Behaviour, Prentice Hall
 107: QUANTITATIVE TECHNIQUES FOR MANAGEMENT

Course Outcomes:
 To make the students familiar with the statistical and mathematical techniques and their
applications in business decision making.
 To provide basic knowledge of analyzing data using various statistical and mathematical
techniques for business decisions
 To orient the students to various hypotheses testing methods as to how and where
appropriately they can be applied.

Learning outcomes:
 Demonstrate a professional understanding of the basic mathematical and statistical
techniques needed for quantitative analysis
 Apply the concepts of probabilistic distributions in solving problems.
 Recall the knowledge of hypothesis testing for large and small samples.

Unit-I: Functions, Linear, Quadratic, Logarithmic and Exponential Functions- Permutations and
Combinations – Matrices - Solving System of Equations with Matrix Methods – Differentiation
and Integration of Simple Functions and their Applications.

Unit – II: Measures of Central Tendency – Measures of Dispersion –Simple Correlation and
Regression Analysis – Concept and Applications of Multiple Regressions.

Unit –III: Concept of Probability- Probability Rules – Joint and Marginal Probability – Baye’s
Theorem- Probability Distributions- Binomial, Poisson, Normal and Exponential Probability
Distributions.

Unit-IV: Sampling and Sampling Distributions – Estimation – Point and Interval Estimates of
Averages and proportions of small and Large Samples –Concepts of Testing Hypothesis –One
Sample Test for Testing Mean and Proportion of Large and Small Samples.

Unit – V: Tests Two Samples –Tests of Difference between Mean and Proportions of Small and
Large Samples – Chi-square Test of Independence and Goodness of Fitness- Analysis of
Variance.

Suggested Books:
1. K.V.Sivayya and K.Satya Rao Business Mathematics
2. Anderson, Quantitative Methods for Business, Cengage, ND
3. Nagar, Das – Busic Statistics, Oxford University press
4. CR Kothari, Quantative Techniques, Vikas, ND
5. Shenoy, Sarma and Srivatsava, Quantitative Techniques for Management, New Age,ND
6. N.D.Kothari, Quantitative Techniques, in Management, Tata McGraw Hill, 2001.
7. S.P.Gupta Statistical Methods for Management
7. Anand Sharma, Quantitative Techniques for Decision Making, Himalaya, Mumbai
 SECOND SEMESTER
201: MARKETING MANAGEMENT
Course Outcomes:

 Develop an understanding of the concepts, issues and strategies in marketing and its
management.
 Students will demonstrate analytical skills in identification and resolution of problems
pertaining to marketing management.
 Gain insights on developing marketing strategies for business success

Learning Outcomes:

 Apply the knowledge, concepts, tools necessary to overcome challenges, and issues of
marketing in a changing technological landscape.
 Creative Problem Solving: Develop creative solutions to marketing problems.
 To consider the various decision areas within marketing and the tools and methods used by
marketing managers for making decisions.
 Identify the scope of marketing covering different functions of a marketing manager.

Unit 1 Importance and Scope of Marketing: Concepts of Marketing; Marketing Management Tasks;
Marketing Environment; Marketing and Customer Value - Industrial Marketing, Services Marketing,
Global Marketing.

Unit -II: Marketing Information System and Marketing Research; Consumer Behaviour and Buying
Decision Process - Organization Buyer Behaviour -Market Segmentation and Targeting.

Unit - III: Development of Marketing Offerings Strategy - New Product Development- Product line
and Decisions-Product-mix-Product Differentiation- Product Life Cycle Management - Brand
Management - Packaging.

Unit IV: Pricing Strategies and Programs; Setting the Price- Adapting the Price - Initiating Response to
Price Changes - Delivering Value: Designing and Managing Value Networks - Channels of Distribution.

Unit - V: Communicating Value: Designing and Managing Marketing Communications - Advertising -

Direct Marketing and Personal Selling - Sales Promotion - Events and Public Relations and Public
Relations- Competitive Marketing Strategies- Emerging Trends in Marketing: Networking Marketing-
Viral Marketing-Ambush/Guerilla Marketing-Green Marketing-Direct Marketing etc.

(Case Study is compulsory in all Units)

Suggested Books

1. Kotler, Keller, Koshy & Jha, Marketing Management, Pearson, New Delhi
2. William J Stanton, Fundamentals of Marketing, McGraw-Hill, New Delhi.
3. Arun Kumar and Meenakshi, Marketing Management, Vikas, New Delhi
4. Pride and Ferrell, Marketing Management: Planning, Implementation & Control, Cengage, ND
5. Rajan Sexena, Marketing Management: Text cases in Indian Context.
6. Keith Blois - Oxford Textbook of Marketing Oxford University Press.
7. Zinkota & Kotabe: Maketing Management, Prentice Hall of India.
8. Joel R.Evans & Barry Berman : Marketing, Wiley India, New Delhi
 202: FINANCIAL MANAGEMENT
Course Outcomes:

 To equip the students with basic principles of Financial Management and Techniques.
 Provide an in-depth view of the process in financial management of the firm
 Develop knowledge on the allocation, management and funding of financial resources.
 Enhancing student’s ability in dealing short-term dealing with day-to-day working capital
decision; and also longer-term dealing, which involves major capital investment decisions
and raising long-term finance.
Learning Outcomes:

 Use finance concepts, techniques and models for qualitative and quantitative analysis.
 Communicate financial information and analysis effectively
 Apply financial knowledge/skills as a compass to guide business decisions

Unit 1: Nature, Scope and Objectives of Financial Management, Goals of FM-Profit Maximization Vs
Wealth Maximization -Finance Functions - Financial Planning and Forecasting -Role of Financial
Manager -Funds Flow Analysis -Cash Flow Analysis.- Ratio Analysis.

Unit-II: Financing Decision: Financial Leverage - EPS-EBIT Analysis -Cost of Capital - Weighted Average
Cost Capital - Capital Structure- Factors Affecting Capital Structure- Theories of Capital Structure.

Unit III: Investment Decision: Nature and Significance of Investment Decision- Estimation of Cash
Flows - Capital Budgeting Process - Techniques of Investment Appraisal: Pay Back Period; Accounting
Rate of Return, Time Value of Money- DCF Techniques -Net Present Value, Profitability Index and
Internal Rate of Return.
Unit-IV: Dividend Decision: Meaning and Significance -Theories of Dividend- Determinants of
Dividend - Dividend policy - Bonus Shares - Stock Splits.

Unit V: Working Capital Decision: Meaning - Classification and Significance of Working Capital
Component of Working Capital - Cash Management Models - Cash Budgeting - Accounts Receivables
- Credit Policies - Inventory Management.
(Case Study is compulsory in all Units)
Suggested Books:
1. Brealey, Myers, Allen and Mohanty, Principles of Fin Management, TataMcGrawhill,ND
2. Pandey IM Financial Management, Vikas, New Delhi
3. JC Varshney, Financial Management, Wisdom, Delhi
4. Brigham and Houston, Fundamentals of Financial Management, Cengage, New Delhi
5. Banerjii, B., Fundamentals of Financial Management, PHI, New Delhi
6. Weston & Brigham, Managerial Finance, The Dryden Press, Illinois
7. James C.Van Horne -- Financial Management & Policy, Prentice Hall of India.
8. Khan & Jain - Financial Management, Tata McGraw Hill.
9. RM Srivasthava: Financial Management and Policy, Himalaya Publication.
10. Robert F Bruner, Case Studies in Finance: Managing for Corporate Value Creation, TMH,New
Delhi
 203: HUMAN RESOURCE MANAGEMENT
Course Outcomes:

 To equip the students with basic concepts of Human Resource Management and the various
functions of HRM including Industrial Relations in the liberalized environment
 To develop the understanding of the concept of human resource management and to
understand its relevance in organizations.
 To Enable the students to integrate the understanding of various HR concepts along with the
domain concept in order to take correct business decisions

Learning Outcomes:

 Describe the basic knowledge and skills of the disciplines that comprise the human resources
field; including: recruitment and selection, compensation and benefits, employee training
and development, workforce planning and talent management, and performance
management
 Understand the role of human resources in shaping the future of organizations
 Apply the principles and methods of HRM gained through this course for managing human
resources at the workplaces.

Unit-I: Introduction: Definition and Functions of HRM; Principles of HRM; Changing Environment of
HRM; Challenges; Ethical Aspects of HRM.

Unit -II: HR Planning; Concepts; Factors Influencing HR planning; HR Planning Process; Job Analysis;
Recruitment and Selection; Tests and Interview Techniques.

Unit -III: Training and Development - Need, Process, Methods and Techniques, Evaluation,
Management Development; Evaluating Employee Performance; Career Development and
Counselling.

Unit - IV: Compensation - Concepts and Principles; Influencing Factors; Current Trends in
Compensation - Methods of Payment - Incentives and Rewards.

Unit -V: Managing Industrial Relations - Trade Unions - Employee Participation Schemes - Collective
Bargaining - Marketing Knowledge Workers.

(Case Study is compulsory in all Units)

Suggested Books:

1. Venkata Raman C.S., and Srivastiva BK Personnel / Human Resource Management, TMH,ND
2. Cynthia D. Fisher & Lyle F. Schoenfeld; / Human Resource Management, Wiley India, New Delhi.
3. DK Tripathi, Human Resource Management: Text & Cases, Wisdom, Delhi
4. Fisher, Managing Human Resource, Cengage, ND
5. N.K.Singh / Human Resource Management, Excel Publications.
6. Jyothi-/Human Resource Management, Pearso Education, New Delhi.
7. Biswajeet Pattnayak / Human Resource Management, Prentic hell of India New Delhi.
8. P.S Rao, Essentials of Human Resource Managemen & IR, Himaliya,Mumbai
9. Dwivedi & Agarwal, Human Resource Management, Vikas, ND
10. R. Wayne Mondy and Robert M.Noe, Human Resource Management, Pearson
 204: RESEARCH METHODOLOGY FOR MANAGEMENT
Course Outcomes:

 To equip the students with the basic understanding of research methodology

 To provide insight into the application of modern analytical tools and techniques for the
purpose of management decision making.
 To provide participants with an introduction to research methods and report writing.
Learning Outcomes:

 Demonstrate the ability to choose methods appropriate to research aims and objectives.
 Understand the limitations of particular research methods.
 Develop skills in qualitative and quantitative data analysis and presentation.
 Develop Research Report writing skills

Unit - I: Meaning and Importance of Research - Research Process - Types of Research - Defining
Research Problem - Formulation of Hypothesis - Testing of Hypothesis.

Unit II: Research Design -Exploratory Research - Descriptive Research -Causal Research - Sampling
and Sampling Design - Sampling Methods - Simple Random Sampling - Stratified Sampling Systematic
Sampling - Cluster Sampling - Multistage Sampling, Non- Probability Sampling - Convenience
Sampling - Judgement Sampling - Quota Sampling.

Unit - III: Data Collection - Primary and Secondary Data - Designing of Questionnaire - Measurement
and Scaling - Nominal Scale - Ordinal Scale - Interval Scale Ratio Scale - Guttmann Scale-Likert Scale -
Schematic Differential Scale.

Unit - IV: Editing - Coding - Classification of Data - Tables and Graphic Presentation - Preparation and
Presentation of Research Report.

Unit V: Non Parametric Tests – Kolmogorov- Smirnov Test-Runs Test for Randomness -Sign Test -
Median Test - Multivariate Analysis - Multiple Regression Analysis - Concepts and Application of
Discriminate Analysis and Factor Analysis.

Suggested Books:

1. Mark Saunders, Philip Lewis, Adrian Thornbill, Research Methods for Business Students,
Pearson,ND
2. Churchill, Iacobucci & Israel, Marketing Research: A South Asian Perspective, Cengage, New Delhi
3. C.R. Kothari, Research Methodology, New Age International.
4. Carver & Nash, Data Analysis with SPSS, Cengage, New Delhi
5. Alan Bryman & Emma Bell, Business Research Methods, Oxford University Press.
6. Donald R. Cooper & Pamela S. Schindler, Business Research Methods 8th Edition, Tata
McGraw Hill.
7. K.V.S. Sarma, Statistics made sample, do it yourself on PC, Prentice Hall.
8. VP Michael, Research Methodology in Management, Himalaya, Mumbai
 205: OPERATIONS MANAGEMENT
Course outcomes:

 To acquaint the students with decision making process and various aspects of Production
Management.
 An understanding of the different types of operations process types on which operational
capability can be based
 Logically analyse and integrate knowledge to work with and apply operations management
models and theories at the introductory level in both manufacturing and service
environments.
Learning Outcomes:

 Know how to use different technical instruments for the analysis of operations
 Knowledge and skills required to determine and optimal inventory management policy.
 Knowledge and skills in the application of key operations scheduling methods to various
types of processes.
 Learn the application of computers In production and operations management

Unit 1 Introduction: Nature and Scope of Production and Operation Management- Historical
Evolution -Types of Manufacturing Systems - Differences Between Manufacturing and Service
Operations -Role of Production and Operation Manager.

Unit-II: Production Planning and Control: Stages in PPC - Gantt- PPC in Mass, Batch, and Job Order
Manufacturing-Aggregate Planning -Maintenance Management -Industrial Safety.

Unit-III: Plant Location: Facility Location and Layout Planning -Types of Layouts - Material Handling
Equipment’s - Material Handling Principles - Models Used in Lay Out Designs.

Unit- IV: Productivity: Factors, Affecting Productivity - Job Design - Process Flow Charts - Methods
Study Work Measurement - Engineering and Behavioural Approaches.

Unit -V: Material Management -Cost Associated with Inventory - Economic Order Quantity - ABC
Analysis- Materials Requirement Planning - Just In Time Production- Total Quality Management -
Acceptance Sampling -Control Charts – Quality circles-Zero Defects Programmes - ISO 9000 -
Application of Computer in Production and Operations.

(Case Study is compulsory in all Units)

Suggested Books:
1. Gaither & Frazier, Operations Management, Cengage, New Delhi
2. Panner Selvem, Production and Operation Management, Prentice Hall of India.
3. Chunnawals, Production & Operation Management Himalaya, Mumbai
4. Kanishka Bedi, Production & Operation Management, University Press.
5. Upendra Kachru: Operation Management, Excel Publications.
6. Adam, E.E& Ebert; R.J. Production and Operation Management, 6th Ed., Prentice Hall
7. Chary, S.N.Production and Operation Management, New Delhi, Tata McGraw Hill
8. K Aswathappa & Sridhar Bhatt, Production & Operations Management, Himalaya, Mumbai
 206: CORPORATE LEGAL FRAMEWORK
Course outcomes:

 To assist students in understanding basic laws affecting a Business Enterprise.

 To appreciate the relevance of corporate law to individuals and businesses and the role of
law in an economic, political and social context.
 Identify the fundamental legal principles behind contractual agreements.
 Apply basic legal knowledge to business transactions.

Learning Outcomes:

 Develop comprehensive understanding about the existing law in India

 Have basic knowledge about case law studies.
 Demonstrate an understanding of the contract act and partnership act of Business
 To make the students aware regarding consumer rights

UNIT-I: Significance of Business Laws-Indian Contract Act, 1872: Meaning and classification of
contracts-Essential elements of a valid contract- performance of a contract-Discharge of a contract-
Void agreements- Breach and remedies of a contract.

UNIT-II: The Sale of Goods Act, 1930: Meaning and Essentials of contract of sale- Sale and Agreement
to sell-Conditions and Warranties-Transfer of property Performance of a contract of sale-Unpaid
seller.

UNIT-III: The Indian Partnership Act, 1932: Meaning and Essentials of partnership-- Registration of
partnership-Kinds of partners Rights and Liabilities of Partners -Relations of parties to third parties-
Dissolution.

Unit-IV: The Consumer Protection Act, 1986: Meaning of Consumer, Service, Goods, Deficiency,
Defect, Unfair Trade Practices-Rights of Consumers-Machinery For Redressal of Grievances-
Remedies available to injured consumers

UNIT-V: The Companies Act, 1956: Nature and Registration-Kinds of Companies- Memorandum of
Association-Article of Association-Kinds of Shares- Powers and duties of Directors-winding up.

SUGGESTED BOOKS:
1. N.D.Kapoor-Commercial Law-Sultan chand publishers, New Delhi.
contract-
2. S N Maheswaru & Suneed Maheswari-Commercial Laws-Mayoor Paper Backs— NOIDA
3. Tulisian P.C.-Business Laws-Tata Mc Graswhill Publishing house - New Delhi
4. Kucchal-Business Law-Vikas Publishing House, New Delhi.
5. Avatar Singh-Mercantile Law--EBC-New Delhi.
 207: E-BUSINESS
Course outcomes:

 To provide basic concepts of e-business and equip the student with the skill of integrating
business process with electronic technology.
 Analyse E-Business models and understand the nature of E-Businesses that are succeeding in
the Virtual Market place
 Know about the different payment systems and ways to management e-payment risk.
 Familiarize with E-Marketing tools to improve Business success.
Learning Outcomes:

 Understand the basic concepts and technologies used in the field of E-Business
 Understand the risks around Security when doing business online
 Gain insights into the impact of E-commerce on business models and strategy.
 Knowledge about Technology resources available to meet E-commerce business needs
UNIT -I
Introduction- Traditional Business Vs. E-Business - E-Business, E-Commerce, E- Marketing and M-
Commerce -Internet, WWW and Evolution of E-Business - Growth of E-Business in India
UNIT - II
Infrastructure for E-Business - Internet Protocols, Web-Based Clint/Server, Internet Security, Media
Convergence, Multimedia -Architectural Framework for E-Business- WWW as the Architecture
UNIT - III
E-Business Models based on Relationship of Transaction Parties and based on Relationship of
Transaction Types - E-Business for Service Industry - Travel and Tourism, Employment Placement,
Real Estate, Stocks Trading, Publishing - Mobile Commerce through different Apps
UNIT-IV
E-Payment Systems - Classification of Payment Systems - Risk and E-Payment Systems - E- Security-
Privacy, Integrity, Authentication, Non Repudiation, Technical Attacks and Non-Technical Attacks
UNIT -V
E- Advertisement - E-Business Strategies and Implementation - E-Supply Chain Management - Legal
Ethical Issues of E-Business

SUGGESTED READINGS:
Ravi Kalakota & Marcia Robinson, E-Business Road map for success, Pearson Education, Asia.
Ravi Kalkota & Andrew B. Whinston, Frontiers of Electronic Commerce, Addison Wesley.
P.T.Joseph, S.J. E-Commerce: An Indian Perspective, Prentice Hall of India
Kenneth C. Laudon, Carol Guercio Traver, E-Commerce: Business, Technology, Society, Pearson
Education
Efraim Turban, Jae Lee, David King and H. Michael Chung, Electronic Commerce, Pearson
Education
C.S.V. Murthy, e-commerce: concepts, models and strategies, Himalaya Publishing/
C.S. Rayudu, E-Commerce and E-Business, Himalaya Publishing House.
Kamalesh Bajaj and Debjani Nag, E-Commerce, Tata McGraw Hill.
N.Bandopadhyaya, E-Commerce Context, Concepts and Consequences, Tata McGraw Hill.
Abhjit Choudhary, E-Business and E-Commerce Infrastructure Technologies supporting
 Third Semester
Course Outcomes

301 International Business

After completion of this course, the student will be able to

1. Students graduating with an International Business concentration should be able to:

2. Explain business expansion abroad and key issues related to their operations in other
countries.
3. Compare and contrast cultures and societies globally using socioeconomic and cultural
frameworks.
4. Develop an entry strategy into other markets recognizing the nature of institutions and
forces governing the process of globalization.

302 Operations Research

After completion of this course, the student will be able to

1. Analyze any real-life system with limited constraints and depict it in a model form.
2. Convert the problem into a mathematical model.
3. Solve the mathematical model manually as well as using soft resources/software such as
solver, TORA etc.
4. Understand variety of problems such as assignment, transportation, travelling salesman
etc.
5. Solve the problems mentioned in point 4 using linear programming approach using
software.
6. Understand different queuing situations and find the optimal solutions using models for
different situations.
7. Simulate different real life probabilistic situations using Monte Carlo simulation
technique.

303 Consumer Behaviour and Customer Relationship Management

After completion of this course, the student will be able to

1. Apply the concept of CRM, the benefits delivered by CRM, the contexts in which it is
used, the technologies that are deployed and how it can be implemented.
2. Implement how CRM practices and technologies enhance the achievement of marketing,
sales and service objectives throughout the customer life-cycle stages of customer
acquisition, retention and development whilst simultaneously supporting broader
organizational goals.
3. Implement various technological tools for data mining and also successful
implementation of CRM in the Organizations
4. design customer relationship management strategies by understanding customers’
preferences for the long-term sustainability of the Organizations.
304 Services Marketing

At the end of this course, students would be able to:

1. Understand the Concept of Services and intangible products

2. Discuss the relevance of the services Industry to Industry
3. Examine the characteristics of the services industry and the modus operandi
4. Analyse the role and relevance of Quality in Services 5. Visualise future changes in the
services Industry

305 Advertising and Brand Management

At the end of the course, students should be able to:

1. To understand the nature, role, and importance of brand management and advertising in
marketing strategy
2. To understand effective design and implementation of advertising strategies
3. To present a general understanding of content, structure, and appeal of advertisements
4. To understand ethical challenges related to responsible management of advertising and
brand strategy

306 Sales and Distribution Management

At the end of the course the students will be able to:

1. Recognize and demonstrate the significant responsibilities of sales person as key

individual
2. Understand the basic concepts and techniques of selling and their applications to
managerial decision makings in the field
3. Describe and formulate strategies to effectively manage company’s sales operations
4. Evaluate the role of Sales manager and his/ her responsibilities in recruiting, motivating,
managing and leading sales team

307 Marketing Research

At the end of the course the students will be able to:

1. Formulate, organise and conduct a marketing research project;

2. Apply and evaluate different sources of marketing information;
3. Apply and evaluate various data collection techniques;
4. Apply and evaluate various methods of data analysis; and
5. Write a comprehensive market research report
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 Fourth Semester
Course Outcomes

401 Business Policy and Strategic Management

At the end of the course the students will be able to:

1. Critically analyse the internal and external environments in which businesses operate
2. and assess their significance for strategic planning.
3. Apply understanding for the theories, concepts and tools that support strategic
4. management in organizations.
5. Build understanding of the nature and dynamics of strategy formulation and
6. implementation processes at corporate and business level.
7. Enhanced ability to identify strategic issues and design appropriate courses of action.

402 Entrepreneurship and Small Business Management

At the end of the course the students will be able to:

1. Develop an understanding of entrepreneurship and small business and appreciate their

role in an economy, particularly in the FSM economy
2. Develop and demonstrate competence in basic business and marketing planning
3. Demonstrate competence in identifying opportunities and challenges that entrepreneurs
and small business owners/managers face - both in FSM and in general - in trying to
achieve their business objectives

403 Product Management

At the end of the course the students will be able to:

1. Experience a live development of a product within the context of a product development

process
2. Learn common methods used in product management
3. Gain experience needed to work as product managers in real life environments

404 B2B Marketing

At the end of the course the students will be able to:

1. Describe the applications, challenges and the dynamic environment of B2B marketing,
including the unique nature of organizational buying behaviour.
2. Design strategies and structures to effectively serve the B2B market.
3. Apply a systematic approach to problem solving and decision making in business
marketing organizations through the use of case studies.
 4. Develop a business marketing plan for a real local company that mainly targets business
customers.

405 Logistic and Supply Chain Management

At the end of the course the students will be able to:

1. Understand the fundamentals of elements and functions of supply chain, role of drivers
and
1. demand forecasting.
2. To apply various techniques of inventory management and their practical situations.
3. Analyze how supply chain decisions related to facility location can be applied to various
4. industries and designing the supply chain.
5. How various warehousing management system and transportation can be practiced in
various
6. industries?
5. How logistics and supply chain strategies can create value generation and utilise IT
applications
6. How supply chain performance can be measured using various models?

407Global Marketing

At the end of the course the students will be able to:

1. Identify the key factors related to creating a global marketplace.

2. Describe how new telecommunication technologies are changing the ways companies
manage their global marketing activities.
3. Research and identify profitable foreign markets.
4. Discuss the impact of different cultural values and belief systems on marketing products.
5. Discuss the key elements of ethical global marketing.
6. Develop a global marketing plan.
7. Demonstrate a clear understanding of major marketing concepts in writing and orally
using proper business communications techniques.
8. Demonstrate the ability to use on-line resources to research and prepare written and oral
assignments.
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 307: RETAIL BANKING

Objective: To enable the students familiarizing with operational aspects of retail banking
products and developing suitable strategies to broaden the retail client base.

Unit-1: Concept of Retail Banking-Distinction between Retail and Corporate wholesale Banking;
Retail Products Overview: Customer requirements, products development process. Liabilities and
Assets Products, Approval process for retail loans, credit scoring.

Unit-II Important Retail asset' products: Home loans, Auto/vehicle loans, Persona l loans.
Educational loans -Study of these products in terms of Eligibility, Purpose, Amounts , Margin.
Security, Disbursement, Moratorium, Prepayment issues, Repayments/Collection; Credit/Debit
Cards- Eligibility, Purpose, Amounts, Margin, Security, Process of using the cards, Billing Cycle,
Credit Points; Other products/Remittances/Funds Transfer

Unit-III: Retail Strategies: Tie-up with institutions for retail loans; Delivery Channels-Branch.
Extension counters, ATMs, POS, Internet Banking, M-Banking; Selling process in retail
products;
Customer Relationship Management-Role and impact of customer relationship management.
stages in CRM process; Technology for retail banking

Unit-IV: Trends in Retailing-New products like insurance, Demat services, online/phone banking,
property services, investment advisory/wealth management , Reverse Mortgage-Growth of e-
banking, Cross selling opp011unities

Unit-V: Recovery of Retail Loans-Defaults, Rescheduling, recovery process-SARAFAESI Act.

ORT Act, use of Lok Adalat forum, Recovery Agents-RBI guidelines

(Case Studies are compulsory)

Suggested Readings:

I. Agarwal, O.P., Fundamentals of Retail Banking, Himalaya Publishing House, Mumbai.

2. Jha, SM, Banking Market ing, Himalaya Publishing House, Mumbai
3. Khan, MY, Indian Financial System, ;Tata McGraw Hill Publishing Company Ltd., New Delhi
4. Uppal;, RK,& Bishnupriya N, Modern Banking in India, New Century Pub li cations, New Delhi
5. Uppal, RK, Banking Services and IT, New Century Publications, New Delhi
6. Guruswamy,S., Banking in the New Millenium, New Century Publications, New Delhi
7. Indian Institute of Banking & Finance, Retail Banking, Mumbai

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 404: RISK MANAGEMENT IN BANKS

Objective: To enlighten the students with the concept of risk management in banks in general
and techniques in measurement and control of credit risk, operational risk and market risk in
particular.

Unit I: Risk definition; Types of Risks-Credit risk, operational risk, and market risk; Asset
Liability Management(ALM)-Concept, organization and techniques .

Unit II: Credit Risk Management: Introduction-Capital adequacy norms under Basel I & II, RBJ
guidelines on Risk management-Standardized and Advanced approaches for Credit Risk; Credit
rating/credit scoring and rating system design, Credit Bureaus, Stress test and sensitivity
analysis, Internal Capital Adequacy Assessment process.

Unit lll: Operational Risk: Introduction. Likely forms of operational risk and causes for
significant increase in operational risk, Basel Norms, RBJ guidelines, Sound Principles of
Operational Risk Management (SPOR)-SPOR identification, measurement, control of
operational risk-Capital allocation for operational risk, methodology, qualifying criteria for
banks for the adoption of the methods.

Unit IV: Market risk: Introduction- Types of Market risks-Liquidity risk, interest rate risk,
foreign exchange risk. price risk (equity), commodity risk-Prescriptions and treatment of market
risk under Basel norms

Unit V: Risk measurement & control in Banks-Calculation of risk, risk exposure analysis; Risk
management- Capital adequacy norms, prudential norms, exposure norms, concept of Mid office,
forwards, futu res, options, strategies and arbitrage opportunities, regulatory prescriptions of risk
management

(Case studies are compulsory)

Suggested Books:

I. Uppal RK, Rimpi Kaur, Banking Sector Reforms in India, New Century Publications, New Delhi
2. Agarwal OP, Banking and Insurance, Himalaya Publishing House, Mumbai
3. Vijayaragavan Iyengar, lntroductioin to Banking, Excel Books, New Delhi
4. The Indian Institute of Bankers, Modern Banking, Mumbai
5. Indian Institute of Banking and Finance, Risk Management, Mumbai

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