Master Degree in MBA (Advertising and Creative Management) MATRIX SEMESTER I

Transcription

1 Master Degree in MBA (Advertising and Creative Management) MATRIX SEMESTER I Subject Code Subject Name Credits Marks I.A U.E 13MBACM101 Managerial Communication MBACM102 Accounting for Managers 13MBACM103 Organization Behaviour 13MBACM104 Managerial Economics 13MBACM105 13MBACM106 Business Mathematics and Analytics Information Technology for Business 13MBACM107 Business Perspectives 13MBACM108 Practical 13MBACM109 PDP Total Marks Total VELS University Page 1

2 SEMESTER II Subject Code Subject Name Credits 13MBACM201 Research Methodology and Report Writing 13MBACM202 Financial Management 13MBACM203 13MBACM204 Production and Operations Management Human Resource Management 13MBACM205 Marketing Management 13MBACM206 Quantitative Methods and Operations Research 13MBACM207 Legal Aspects of Business 13MBACM208 Practical 13MBACM209 Internship 13MBACM210 PDP Marks I.A U.E Total Marks Total VELS University Page 2

3 SEMESTER III Subject Code Subject Name Credits 13MBACM301 13MBACM302 13MBACM303-EL1 13MBACM304-EL2 13MBACM305-EL3 13MBACM306-EL4 13MBACM307-EL5 13MBACM308 Entrepreneurship and New Venture Creation Business Ethics and Corporate Governance Ideation and Creative Expressions Engagement Planning and New Media Project Management and Budgeting Leadership and its Practice Persuasion, Motivation and Negotiation Skills PDP Marks I.A U.E Total Marks Total VELS University Page 3

4 SEMESTER IV Subject Code Subject Name Credits Marks I.A U.E 13MBACM401 Strategic Management MBACM402 13MBACM403-EL1 13MBACM404-EL2 13MBACM405-EL3 13MBACM406-EL4 13MBACM407-EL5 13MBACM408 International Business Ideas, Brands and Business Modern Retail and Private Branding Branded Content and the Future of Media Change and Knowledge Management Brand Planning and Consumer Insights Dissertation and Viva - Voce Total Marks 100 Total VELS University Page 4

5 Semester I Managerial Communication Sub Code: 13MBACM101 Total Lecture Hours: 30 Learning Objectives: To teach students about the importance of business communications verbal and non-verbal. To help them understand and practice the different methods of communication with clarity, crispness & effectiveness. Module I: Basics of Communication Definitions of Communication, Human Communication, Communication Situation, Elements of Communication, The Communication Process, Business Communication, Importance of Business Communication, Communication Channels Module II: Barriers to Effective Communication Barriers to Effective Communication: Physical, Physiological and Psychological Barriers, Overcoming Communication Barriers, Hearing v/s Listening, How to Shift from Hearing to Listening?, A Listener or Not?, Characteristics of Good and Poor Listeners, Causes of Poor Listening, Listening as a Business Tool, Listening for Fact v/s Listening for Overall Comprehension, Kinds of Listening, Approaches to Listening, Barriers to Effective Listening Module III: Written Communication for Business Scenarios Business Correspondence, Types of Letters, Concept of Business Correspondence, Importance of Business Correspondence, Qualities of a Business Letter, Parts of a Business Letter, 7 Cs of Business Correspondence, Business Correspondence- The Myth, Business correspondence through s Module IV: Letters, Reports and Memos for Different Situations Pleasant Letters and Unpleasant Letters, Understanding the Audience, Factors that Help in Understanding the Audience, Organizing the Message, Writing Pleasant Letters, Writing Unpleasant Letters, Persuasive Letters, Understanding the Product, Customer and Purpose, Organizing the Message, Different Types of Persuasive Letters, Memos, Reports, Elements of a Report, Writing a Report, Using Graphics to Manage Data, Types of Visual Aids, Selection of Visual Aids Module V: Oral Communication and Non-Verbal Communication Effective Oral Communication, Interviewing, Negotiation, Communication in Groups, Non-verbal Communication, Characteristics of Nonverbal Communication, Conventional and Nonconventional Nonverbal Communication, Dress, Interaction of Verbal and Nonverbal Communication VELS University Page 5

6 Reference Books: 1. Business Communication. ICMR Publications 2. Gibson, J W and Hodgetts R M. Business Communication. Harper and Row, Bovee C L and Thill J V. Business Communication Today. McGraw Hill, Ron Hoff. A Fearless Guide to Making Great Presentations. Andrews and McMeel, 1998 VELS University Page 6

7 Accounting for Managers Sub Code: 13MBACM102 Total Lecture Hours: 30 Learning Objectives: The purpose of the course is to make the student conversant with financial accounting, Cost Accounting and Management Accounting. Students would also be trained about the preparation of final accounts/reports. Module - I: Cash Flow Analysis, Director and Auditors Report 7hrs Format and analysis [With special reference to AS 3], Director and Auditors Report: Management discussion and analysis, comparison of practices in India, US, UK and EU, EPS [AS 20], Basic and diluted including solution of problems, brand valuation, HRA, Corporate Governance, Segment reporting. Creative Accounting, Meaning, Motives, Methods, Accounting Scandals, Enron and Xerox Module - II: Managerial Accounting Managerial accounting as a discipline, concepts, goals, and strategic key variables in management control systems, scope and objectives, firm classifications manufacturing, merchandising, and service, elements of cost, cost classification, cost behaviour Module - III: Overheads Overheads: Significance in modern day context, classification, allocation, apportionment, absorption methods, job costing, steps and journal entries, over or under absorption ABC as an alternate method of absorption Module - IV: Analysis of Financial Statements 5hrs Common size, trend ratios and comparative techniques, Ratio analysis, profitability ratios, turnover ratios, market test ratios, liquidity and solvency ratios Inter and Intra firm comparisons Module - V: CVP analysis and Management Control Concept of BEP, contribution, P/V ratio, margin of safety, angle of incidence, composite BEP, break even chart, profit volume graph Key factor analysis. Budgeting and Budgetary control, preparation of functional budgets, cash budget, master budget, ZBB, flexible budget, variance analysis Target Costing Life cycle costing. Case studies. Reference Books: 1. Ambarish Gupta, Financial Accounting for Management: An Analytical Perspective, Pearson Education 2. Ashok Banerjee, Financial Accounting: A Managerial Emphasis, Excel Books, New Delhi 3. Narayana Swamy R, Financial Accounting: A Managerial Perspective, Phi 4. Charles T Horngren, George Foster and Srikant Datar: Cost Accounting: A managerial emphasis, Prentice Hall VELS University Page 7

8 5. Alexander, David & Britton, Anne, Financial Reporting, International Thomson Business Press, Boston 6. Anthony, Robert N & Reece, James, Accounting Principles, Aitbs, Delhi 7. Fraser, Lyn M & Crmiston, Aileen, Understanding Financial Statements, Phi, New Delhi 8. Hurngren, Charles T; Sunder, Gary L & Elliot, John A, Introduction to Financial Accounting, Pearson Education, Delhi 9. Stolwy, Herve; Lebas, Michel J, Corporate Financial Reporting: A Global Perspective, Thomson South, Western, Australia VELS University Page 8

9 Organization Behaviour Sub Code: 13MBACM103 Total Lecture Hours: 30 Learning Objectives: To help students learn the dynamics of human behaviour within organisations. Help students effectively navigate and manage teams by knowing the intricacies of organizational behaviour. Module - I: Introduction to Organizational Behaviour Fundamentals of Organisational Behaviour, Evolution of Organisational Behaviour Evolution of O.B - Hawthorne experiments, Definition, Importance of Developing Managers Interpersonal Skills, Effective vs. Successful Managerial Activities, Challenges and Opportunities for OB Module - II: Group Dynamics 8hrs Individual Dimensions and Group Dynamics in Organizational Behaviour, Sources of individual differences, Perception, Definition & Stages in the perception process, Factors Influencing Perception, Methods of Shaping Behaviour, Personality, Determinants of Personality, Theories of Personality, Creativity, Creative Process Model, Characteristics of Creative People, Groups and Teams, Group / Team Behaviour, Group Cohesiveness, Group Think Module - III: Team Development Stages of Team Development, Group Decision Making, Characteristics of Effective Teams, Conflicts and Interpersonal Skills, Transactional Analysis, Ego States, A Healthy Personality, Life Position, Transactions Between People Module - IV: Theories of Motivation Motivation, Theories of Motivation, Maslow s Hierarchy of Needs, ERG Theory, Achievement Motivation Theory, Douglas McGregor Theory, Goal Setting Theory, Equity Theory, Two-Factor Theory, An Integrative Model of Motivation, Leadership, A Review of Leadership Theory Module - V: Trends in Organizational Behaviour 4hrs Trends in Organizational Behaviour, Changing structures of organisations, Effects of technology and social values in organisational behaviour, Case studies. Reference Books: 1. Robbins. Essentials of Organizational Behavior. Prentice Hall- Gale, Fred Luthans. Organizational Behavior. Mcgraw-hill 12th Edition, Keith Davis. Human Behavior at Work. McGraw-hill Inc., Draft. Organizational Theory and Design. Cengage Learning Business Press, Peter Senge. The Fifth Discipline. Random House, Stephen Covey. The Seven Habits of Highly Effective People. Simon & Schuster, Howard Gardner. The Five Minds. Harvard Business Press, 2009 VELS University Page 9

10 Managerial Economics Sub Code: 13MBACM104 Total Lecture Hours: 30 Learning Objectives: To understand the relevance of economics in business management. This will enable the students to subsequently study& better appreciate the functional areas of management such as Marketing, Production and Costing from a broader perspective. Module - I: Introduction to Managerial Economics 5hrs Definition, Nature and Scope, Relationship with other areas in Economics, Production Management, Marketing, Finance and Personnel, Objectives of the firm: Managerial theories of firm, Behavioral theories of firm, Optimization techniques. National Income & its Measurement, Gross Domestic Product (GDP), Limitations of National Income Statistics, Business Cycle, The Ten Leading Economic Indicators that lead the economic activity. Module - II: The Guiding Principles Basic economic principles the concept of opportunity cost, incremental concept, scarcity, marginalism, equi-marginalism, time perspective, discounting principle, risk and uncertainty. Theory of Demand: Demand Analysis, Elasticity of demand, Demand estimation, Need for forecasting, forecasting techniques, Supply Analysis Supply function, the Law of Supply, Elasticity of Supply. Module - III: Production & Costs concepts Production function, Marginal Rate of Technical Substitution, Isoquants and Isocosts, Cobb-Douglas Production Function, Returns to Scale and Returns to Factors, Economies of scale. Cost theory and estimation: Cost concepts, determinants of cost, cost-output relationship in the short run and long run, average cost curves, Overall Cost leadership. Module - IV: Markets, Pricing & Profits Market Structure and Pricing practices: Features and Types of competitive situations, Monopoly, Monopolistic competition and Oligopoly, Pricing philosophy & methods in practice: Price discrimination, product line pricing. Pricing strategies, Pricing of multiple products. Profit Management: Nature, scope, Theories of profit. Module - V: Managerial Economics and Business 7hrs Recent research in consumer behaviour & its irrationality, implications of behavioral economics in B2C as well as B2B managerial decision-making, costing, pricing & margins in a global environment & its implications for different domains e.g. manufacturing vs services. A brief look at Mergers and Acquisitions including Characteristics of Merger, Acquisitions and Takeovers & their evaluation, Regulations for Mergers & Acquisitions. Cases. VELS University Page 10

11 Reference Books: 1. Hirschey: Economics for Managers, Thomson, Petersen, Lewis and Jain: Managerial Economics, Pearson/PHI, Gupta: Managerial Economics 1e TMH Dominic Salvatore, Managerial Economics, Thomson, Keat, Managerial Economics : Economic Tools for Today s Decision Makers, Pearson Education, Mote Paul: Managerial Economics 1e TMH Froeb: Managerial Economics A Problem Solving Approach, Thomson, Mehta, P.L., Managerial Economics Analysis, Problems, Cases, Sultan Chand and Sons, New Delhi, James L.Pappas and Engene F.Brigham: Managerial Economics, Pearson Education, New Delhi, Suma Damodaran: Managerial Economics, Oxford, 2007 VELS University Page 11

12 Business Mathematics and Analytics Sub Code: 13MBACM105 Total Lecture Hours: 30 Learning Objectives: To have a general understanding of statistics as applicable to business and its use in management research. To teach the students the principles of quantitative analysis & interpretation for better management decision making & de-risking as well as well as their response times and their monitoring & feedback systems. Module - I: Introduction Nature and Importance of research, business research, social research, research process, and pure research vs. applied research, qualitative research vs. quantitative research, exploratory research, descriptive research. Introduction to statistics, origin and growth of statistics. Statistics and Research. Data Base primary and secondary data, tools and techniques of collecting data. Sampling design and sampling procedures. Tabulation of data. Module - II: Measurement and Interpretation of Data Measurement and Scaling, attitude measurement, questionnaire design,, psychological and social instruments used in management research. levels of measurement and types of scales. Research Design, Functions and goals of Research Design, pilot study and developing a case study. Measures of Central Tendency, Dispersion, Variation, Normal distribution. Module - III: Data Analysis Correlation and Regression, method of least squares, correlation vs. determination. Types of correlation and their specific applications. Probability, Bayes theorem, Data distribution---binomial, Poisson, Normal, Statistical Inference: Introduction to Null hypothesis vs. alternative hypothesis, Tests of Hypothesis, tests of significance for small samples, application, t-test. Module - IV: Data Classification 5hrs Statistical decision theory, ANOVA one way and two way classifications and Chi-square test, Association of attributes and inferences. Time series -utility, components, secular trend, seasonal variations, cyclical variations, irregular variations, measurement of trend, moving averages and measurement of seasonal variations. Module - V: Business Forecasting 7hrs SPSS and Report Presentation, Use of Statistical Package for Social Sciences, report writing, Mechanics of report writing, preliminary pages, main body and appendices including bibliography, oral presentation, diagrammatic and graphical presentation of data. Case studies. VELS University Page 12

13 Reference Books: 1. Richard I Levin amp; David S. Rubin, Statistics for Management, 7/e. Pearson Education, Donald R. Cooper, Pamela S. Schindler, Business Research Methods, 8/e, Tata McGraw-Hill Co. Ltd., Gupta S.P. Statistical Methods, Sultan Chand and Sons, New Delhi U.K. Srivastava, G.V. Shenoy and S.C. Sharma Quantitative Techniques for managerial decisions, New Age International, Mumbai, C.R. Kothari, Research Methodology Methods amp; Techniques, 2/e, Vishwa Prakashan, William G. Zikmund, Business Research Methods, Thomson, D.M.Pestonjee, (Ed.) Second Handbook of Psychological and Social Instruments, Concept Publishing, New Delhi, Amir D. Aczel amp; Jayavel Sounderpandian, Complete Business Statistics, Tata McGraw-Hill VELS University Page 13

14 Information Technology for Business Sub Code: 13MBACM106 Total Lecture Hours: 30 Learning Objectives: To teach the students about fundamental information system frameworks and how the leverage them for maximizing individual & organizational effectiveness. To get the students to appreciate the flow of information across the spectrum of data to interpretation to information to insights to inputs for managerial decision making. Module - I: Introduction 5hrs The meaning and role of MIS, Decision support systems, the systems view of business, MIS organization within the company, Managers view of Information systems, MIS and organizational behaviour, Using Information systems for feedback. Module - II: Evolution of Information Systems Information systems & decision making, Evolution of information systems, MIS & better Communication---internal & external, Strategic and project planning for MIS. Module - III: Designing the MIS Conceptual system design: Define the problems, set system objectives & constraints, determine information needs & sources, develop alternatives, detailed system design, project management of MIS, sketch the detailed operating subsystems and information flows, inputs, outputs, and processing. Module - IV: MIS Implementation Evaluation and maintenance of the MIS, Pitfalls in MIS development, Security and ethical issues of information systems. Module - V: Current & Global trends in MIS 7hrs Strategic View of MIS, Information Technology vs. Information Systems and their Influence, The Changing Business Environment and Information Systems, Integrating Information systems into Enterprise business strategy. The Next Wave of Computing, Software in Information Systems, Enterprise Management Systems, Enterprise Resource Planning, Supply Chain Management, Customer Relationship Management, OLAP for Analytical Information, TQM of Information System, Strategic Nature of IT Decision, Real Time Systems and Good Design, Human Factors and User Interface. MIS and Knowledge Management; Data Analytics & primary and secondary data, MIS and Business Intelligence. Reference Books: 1. Jim Collins, Good to Great CD: Why Some Companies Make the Leap...And Others Don't, Harper, Tim Wu and Marc Vietor, The Master Switch: The Rise and Fall of Information Empires, Vintage, Kevin D Metnick et al, The Art of Deception: Controlling the Human Element of Security, Wiley, James A O'brien, Management Information Systems, Tata Mgraw Hill, 2006 VELS University Page 14

15 5. Nina Godbole, Information Systems Security: Security Management, Metrics, Frameworks And Best Practices, Wiley India Pvt Ltd, Kenneth C. Laudon et al, Management Information Systems: Managing The Digital Firm, Pearson, Waman Jawadekar, Management Information Systems: Texts and Cases, Mhe Goyal, D P, Management Information Systems: Managerial Perspectives, Macmillan, Dharminder Kumar and Sangeeta Gupta, Management Information Systems: A Computer Oriented Approach For Business Operations, Excel Books, Naveena Bajaj and Amitabh Jain, Management Information System, Cybertech Publications, 2004 VELS University Page 15

16 Business Perspectives Sub Code: 13MBACM107 Total Lecture Hours: 30 Learning Objectives: To impart knowledge and skill of analysis of operational processes of business in India considering the various aspects of the business environment. Module - I: Introduction to Business Environment 5hrs Environmental scanning meaning nature and scope, economic and non-economic environment, interaction between internal and external environments, overview of political, socio- cultural, legal, technological and global environment. Module - II: Macroeconomic Policies in India 7hrs Industrial policies of the post Monetary policy: Objectives, credit control tools. Fiscal policy: Objectives, budget, direct and indirect taxes, revenue and expenditures of the union and the state, Recent Foreign Trade and Exim policies. Disinvestments in Indian public sector Units since 1991, Economics of Development: Determinants, major issues of development India as a developing economy, contribution of different sectors( primary, secondary and tertiary) to Indian economy, growth in tertiary sectors in recent years, business cycle- features, phases. Module - III: National Income Accounting and Major Industries in India National income estimates in India- trends in national income methods of measurement income method, product method and expenditure method, difficulties in measuring national income, Structure of industries: Major industries Electronics, Automobile, Textiles, Development of Private Sector- MNC in India, WTO and India.- SWOT Analysis of Indian Economy. Module - IV: Money Market and Banking Structure Reforms Money Monetary aggregates Money Market and Capital Market- Role of FDI in Economic development SEBI Functions and achievements Stock Exchange BSE-NSE. Depository system in India- (Options, Futures and Derivatives), RBI Role and functions- Banking Structure Reforms- Narasimhan Committee Recommendations- Financial sector reforms - E- Banking in India Objectives, trends and practical uses- Recent Technological Developments in Indian banking (ATM, Debit and Credit Cards, EMT, EFT, Etc.) Module - V: Infrastructure in Economic Development Infrastructure in Economic development of India- Meaning and Importance- Major issues in infrastructure with special reference to Railways, Road transport and Power Development of IT Sector for in India its contributions to Indian economy Importance of Human resources development- Major thrust areas in human resource development. Reference Books: VELS University Page 16

17 1. Business Environment by Suresh Bedi Excel Books 2. Indian Economy by I.C. Dingra 3. Business Environment-Shaikh & Saleem, Pearson, PHI, Indian Economy by K P M Sundharam and Ruddar Datt. 5. Business Environment Text and Cases by Justin Paul, 2nd edition, McGraw Hill Companies VELS University Page 17

18 Practical Sub Code: 13MBACM108 Note: Practical Activity VELS University Page 18

19 PDP Sub Code: 13MBACM109 (As per University Norms) VELS University Page 19

20 Semester II Research Methodology and Report Writing Sub Code: 13MBACM201 Total Lecture Hours: 30 Learning Objectives: To help the students learn the importance of market research, and understand the various techniques of conducting research to help in decision making process. To also help students learn the basics of report writing to present the outcomes of the research. Module - I: Introduction to Business Research 7hrs Business Research: An overview - Research process, problem formulation, management problem v/s. research problem, Steps involved in preparing business research plan/proposal, Business Research Design: Exploratory, Descriptive, & Causal research, Exploratory research: Meaning, suitability, collection, hypothesis formulation, Descriptive research: Meaning, types of descriptive studies, data collection, methods, Causal research: Meaning, various types of experimental designs, types of errors affecting research design. Module - II: Techniques of Data Collection Data collection: Primary and Secondary data Sources advantages/disadvantages, Data collection Methods Observations, Survey, Interview and Questionnaire design, Qualitative Techniques of data collection, Measurement & Scaling Techniques: Nominal Scale, Ordinal Scale, Interval Scale, Rating Scale, Criteria for good measurement, attitude measurement Likert s Scale, Semantic Differential Scale, Thurstone-equal appearing interval scale, MDS Multi Dimensional Scaling. Module - III: Hypothesis Formulation and Sampling Techniques Hypothesis: Meaning, Types, characteristics, sources, Formulation of Hypothesis, Errors in hypothesis testing, Parametric and Nonparametric test: T-test, Z-test, F-test, U-test, Rank-Sum test, K-W test. (Theory only), Sampling: Meaning, Steps in Sampling process, Types of Sampling - Probability and non probability Sampling Techniques, Errors in sampling. Module - IV: Data Analysis Data Analysis: Editing, Coding, Classification, Tabulation, Analysis, & Interpretation. Statistical Analysis of Business Research: Bivariate Analysis (Chi-square only), Multivariate Analysis - Factor Analysis, Discriminant Analysis, Cluster Analysis, Conjoint Analysis, ANOVA One-way & Two-way classification (Theory only). Module - V: Report Writing 5hrs Report Writing: Meaning, Techniques and Precautions of Interpretation - Significance of Report Writing - Difference Steps in Writing Report - Layout of Research Report - Mechanics of Writing a Research Report. VELS University Page 20

21 Reference Books: 1. Research Methodology- C R Kothari- Vishwa Prakashan, Business Research Methods William G Zikmund- Thomson, 7/e, Research Methods William M C Trochim-Biztantra,2/e, Marketing Research A Parasuraman, Dhruv Grewal Biztantra, Business Research Projects Jimme Keizer, Piet Kempen, Methodology of Research in Social Sciences O R Krishnaswami, M Ranganatham, HPH, 2007 VELS University Page 21

22 Financial Management Sub Code: 13MBACM202 Total Lecture Hours: 30 Learning Objectives: Teach the basics of financial management including the policy & strategy aspects. To teach the students about the basics of financial management and how important it is to building & running businesses; to explore the inter-links between sourcing, applying & re-cycling of finances. Module - I: Introduction to Financial Management 2hrs Meaning, Definition and Role of FM, Goals of Business Finance, Profit Maximization Approvals and Objections, Wealth Maximization - Approvals and Objections, Profit Maximization vs. Wealth Maximization, Agency problems, Relationship of finance with other business functions, Financial Plan Meaning, Need, Essentials of a sound financial plan; Contents of a Financial Policy. Module - II: Cash Flow and Bonds 5hrs Time Value of Money, Time line, Cash Flow Sign Convention, Calculation of Annuities, Inflation Adjusted Interest Rates, Present Value, Net Present Value, Excel Application, Valuation of Securities - Stocks and Bonds, Concept of Value, Features of a Bond, Bonds Values and Yields, The Expectation Theory, Valuation of Preference Shares, Valuation of Ordinary Shares. Module - III: Capital Budgeting and Cost of Capital 8hrs Capital Budgeting: Meaning, Nature, Significance and Procedure of Capital Budgeting, Investment Evaluation Criteria, Discounted Cash Flow Criteria (NPV, IRR, PI), Non-discounted Cash Flow Criteria (PB, discounted PB, ARR), Cost of Capital: Cost of Debt Irredeemable Debenture & Redeemable Debenture, Common Stock, Preferred Stock or Preference Shares, Retained Earnings, Weighted Average Cost of Capital, Limitations of WACC, Considerations in Calculating WACC, Adjusting WACC for Risk, Sources of Long Term Finance, Capital Asset Pricing Model or CAPM. Module - IV: Capital Structure, Dividend Decisions and Working Capital Management 8hrs Capital Structure Meaning, Designing and Factors influencing Capital Structure and Optimal Capital Structure, Leverages: Financial Leverage, Operating Leverage, Combined Leverage, Approaches of Financial Management, Capital Structure theories: Net Income Approach, Net Operating Income Approach, Modigliani Millar Approach, Modern Approach to Corporate Finance in an Improvement on the Traditional Approach, Pecking Order Theory, Working Capital Management, Cash Management: Motives for Holding Cash, Objectives and Facts of Cash Management. Module - IV: Receivables Management and Working Capital Finance 7hrs Receivables Management: Study of Credit Policy, Inventory Management: Definition and Nature of Inventories, Reasons for Holding Inventories, Inventory Management Techniques (Inventory Management Techniques: HML Analysis, VED Analysis, SDE Analysis, EOQ Analysis), Working Capital Finance: Concept, Meaning, Definition, Importance, types and Determinants, Operating Cycle Concept, Working Capital Finance: Factors influencing WCM Estimation, Problems on estimation. VELS University Page 22

23 Reference Books: 1. Financial Management - Prasanna Chandra, 8/e, TMH, Financial Management - Pandey I. M, 10/e, Vikas. 3. Financial Management - Khan M. Y. & Jain P. K, 6/e, TMH, 2011 VELS University Page 23

24 Production and Operations Management Sub Code: 13MBACM203 Total Lecture Hours: 30 Learning Objectives: To introduce students to various facets of Operations Management including forecasting, facility planning, employee productivity, capacity planning, and materials management. To teach the students to apply the concepts learnt to design service delivery systems. Module - I: Introduction to Operations Management What is operations management? Production system concept, Transformation process, difference between products and services, OM in the organizational chart, operations as service, Historical development of OM, Current issues in operations management, Operations strategy, competitive dimensions, operations strategy in manufacturing, developing manufacturing strategy, operations strategy in services, Break even analysis - Break even analysis in terms of physical units, sales value, and percentage of full capacity. Break even for Multi Product situations, Capacity expansion decisions, Make or Buy decisions, Equipment Selection decisions, Production process selection decisions, Managerial uses of break even analysis, Limitations of Breakeven analysis. Module II: Forecasting and Facility Planning 7hrs Forecasting as a planning tool, forecasting time horizon, short and long range forecasting, sources of data, types of forecasting, qualitative forecasting techniques, quantitative forecasting models - Linear regression, Moving average, Weighted moving average, Exponential smoothing, Exponential smoothing with trends, Measurement of errors, Monitoring and Controlling forecasting models, Facilities location decisions, factors affecting facility location decisions and their relative importance for different types of facilities, Facility location models. Facility layout planning. Layout and its objectives for manufacturing operations, warehouse operations, service operations, and office operations., principles, types of plant layouts product layout, process layout, fixed position layout, cellular manufacturing layouts, hybrid layouts, Factors influencing layout changes. Module III: Employee Productivity 5hrs Productivity and work study Productivity and the standard of living, Productivity and the organization, productivity, variables affecting labour productivity, work content and time, Work Study and related working conditions and human factors. Method Study Introduction to Method Study, Data collection, recording, examining, and improving work, Material flow and material handling study, Worker flow study, Worker area study, Work Measurement, Introduction to Work Measurement, Work sampling study, Time study and setting standards Module IV: Capacity Planning and Materials Management 7hrs Introduction to capacity planning CRP, MRP, MRP 2. MPS. Managerial importance of aggregate plans, alternatives for managing demand and supply, capacity augmentation strategies. Matching demand and capacity, demand chase aggregate planning, level production aggregate planning, Role of Materials Management- materials and profitability, Purchase functions, Procurement procedures including bid VELS University Page 24

25 systems, Vendor selection and development, Vendor rating, ethics in purchasing. Roles and responsibilities of purchase professionals. Concepts of lead time, purchase requisition, purchase order, amendments, forms used and records maintained. Inventory Management: Concepts of inventory, types, Classification, selective inventory management, ABC VED, and FSN analysis. Inventory costs, Inventory models EOQ, safety stocks, Re order point, Quantity discounts. Stores- types, functions, roles responsibilities, Inventory records, Module V: Designing Service Delivery systems 5hrs Introduction, distinctive characteristics of service operations, Service/product mix, intangible nature of services, simultaneous provision and consumption of services, time dependent capacity, customer management, multi site management, factors involved in delivering services, categories of services, service delivery systems, design, IT based and other service delivery systems design, Issues to be considered in delivery system design service profiling Reference Books: 1. Operations Management - Norman Gaither, Greg Frazier, 9/e, Cengage learning, Operations Management - Richard B. Chase, 11/e, TMH. 2. Operations Management-Terry Hill, Second edition, Palgrave Macmilan 3. Operations Management: Along the supply chain - Russel and Taylor, 6/e, Wiley India, Introduction to Operations and Supply Chain Management - Cecil Bozarth, Pearson, Production and Operations Management - Everette E. Adam, Jr, and Ronald J. Ebert, 5/e, PHI, 2010 VELS University Page 25

26 Human Resource Management Sub Code: 13MBACM204 Total Lecture Hours: 30 Learning Objectives: To teach the students about people as essential resources in any organization and how best to motivate them for optimum performance. To help the students understand the crucial role of people in any business; to explore different aspects of building this vital capability across the entire spectrum. Module - I: Human Resource Management Scope and Functions 5hrs Perspectives in Human Resource Management, Human Resource Management An Introduction, People The Competitive Advantage, Role of HRM, HRM Functions, Organization of HR Department, HRM Policies and Principles, HR Skills, HRM Models, Evolution of HRM in India and e-hrm, HRM Models, HRM in India and Its Evolution, e-hrm, Globalization and Contemporary Challenges in HRM, HRM in Mergers and Acquisitions, Globalization and HRM, Contemporary Challenges in HRM, HRM in High Performing Organizations, New Organizational Forms, Changing Demographics of Workforce, Changed Employee Expectations, HR Professional as a Change Agent. Module - II: Recruitment Process HR Planning, Recruitment and Selection, HR Planning, Importance of HRP, Factors Affecting HRP, HR Planning Process, HRP and the Government, Requisites for Successful HRP, Barriers to HRP, Job Analysis, Job Analysis and Competitive Advantage, Process of Job Analysis, Purposes of Job Analysis, Job Analysis and Total Quality Management (TQM), Job Analysis and Strategic HRM, Potential Problems with Job Analysis, Recruitment and Selection, Purpose and Importance of Recruitment, Factors Governing Recruitment, Recruitment Process, Philosophies of Recruiting, Alternatives to Recruitment, Selection as a Source of Competitive Advantage, Organization for Selection, Selection Process, Barriers to Effective Selection. Module - III: Training and Development 7hrs Training and Development, Induction and Orientation, Purpose of Orientation, Orientation Programme, Requisites of an Effective Program, Placement After Orientation, Evaluation of an Orientation Programme, Possible Errors in Orientation, Methods of Training, Nature of Training and Development, Inputs in Training and Development, Training Inputs across Employees, Training and Development as a Source of Competitive Advantage, The Training Process, Barriers to Effective Training, Management Development and Career Development, Management Development Programmes (MDPs), On-the-Job MDPs, Off-the-Job MDPs, Career Development, Career Development Initiatives, Career Development Roles, Performance Management, Performance Appraisal An Overview, Objectives of Performance Appraisal, Performance Appraisal and Competitive Advantage, Appraisal Process, Problems of Traditional Appraisal and Rating, Potential Appraisals, Legal Factors and Job Evaluation, Potential Appraisals, Legal Issues Associated with Performance Appraisal, Job Evaluation, Pitfalls of Job Evaluation, Alternatives to Job Evaluation, VELS University Page 26

27 Module - IV: Compensation Planning Compensation Planning, Wages, Salary, and Perquisites, Remuneration Components in an Organization, Theories of Remuneration, Reinforcement and Expectancy Theories, Equity Theory, Agency Theory, Why an Ideal Remuneration System is Important?, Factors Influencing Employee Remuneration, External Factors, Internal Factors, Remuneration Plans and Business Strategy, Devising a Remuneration Plan, Challenges of Remuneration, Concept of Wages, Remuneration Special Groups Module - V: Incentives and Bonus Incentives and Bonus, Importance of Incentives, Disadvantages of Incentives, Prerequisites of an Effective Incentive System, Scope of Incentive Schemes, Types of Incentive Schemes, Incomes Varying in Proportion to Output, Earnings Varying Proportionately Less than Output, Earnings Varying Proportionately More than Output, Earnings Differing at Different Levels of Output, Group Incentive Schemes, Incentives Schemes for Indirect Workers, Incentive Schemes in Indian Industries, Installing an Incentive Scheme Fringe Benefits, Why Employee Benefits and Services?, Types of Employee Benefits and Services, Principles of Fringes, Significant Benefits and Services, Administration of Benefits and Services, The Future of Fringe Benefits, HR laws in the global Reference Books: 1. Human Resource Management - Seema Sanghi, Macmillan, Human Resource Management - Cynthia D. Fisher, 3/e, AIPD, Chennai. 3. Human Resource Management - Biswajeet Pattanayak, 3/e, PHI. 4. Human Resources Management: A South Asian Perspective, Snell, Bohlander, & Vohra, Cengage Learning, 16th Rep., Human Resource Management - Lawrence S. Kleeman, Biztantra, A Text Book of Human Resource Management Dwivedi R. S, Vikas Publishing House VELS University Page 27

28 Marketing Management Sub Code: 13MBACM205 Total Lecture Hours: 30 Learning Objectives: To teach the basics of marketing at the strategic & execution levels. Also to introduce the basic framework of branding. To teach the students about the all-pervasive nature of markets and their transformation across decades; to expose the rational, sensory & emotional triggers in consumer buying & selling. Module - I: An Overview of Marketing Management 3.5hrs Introduction to Marketing Management, Marketing Management An Overview, Introduction, What is Marketing?, Understanding the Marketplace and Consumer Needs, Designing a Customer Driven Marketing Strategy, Construct an Integrated Marketing Program, Building Customer Relationships, Capturing Value from Customers, The Changing Landscape of Marketing, Consumer Behaviour and Business Buyer Behaviour, Consumer Behaviour: Definition, Factors Affecting Consumer Behaviour, Harley-Davidson Consumers: A Case Study, The Buyer Decision Process, Business Buying Process, Factors affecting Business Buying Decisions, Business Buyer Behaviour. Module - II: Market Segmentation and Market Research Marketing Strategy, Market Segmentation and Product Positioning, Market Segmentation, Market Targeting, Target Market Strategies, Product Positioning and Differentiation, Choosing a Differentiation and Positioning Strategy, Changing the Product Positioning, Consumer Needs, Wants, and Consumer Insights, Benefits Sought By Consumers, The Impact of Emotional Benefits, Examples of Consumer Insights, Consumer Insight, Possible Sources of Insights, Using Insights An Example, Finding and Developing an Insight A Case Study, The Role of an Insight in Product Development and Marketing, Market Research, Definition, Market Research and Marketing Research, Types of Market Research, Market Research: Examples, The Marketing Research Process, International Marketing Research, Market Research for Small Businesses Module - III: Products, Services and Pricing Decisions 7.5hrs Product and Price, Products and Services, Products, Services, and Experiences, Levels of Product and Services, Product and Service Classifications, Consumer Products, Industrial Products, Product and Service Decisions, Product and Service Attributes, Branding, Packaging, Labelling, Product Support Services; Product Line Decisions, Product Mix Decisions; Services Marketing--The Nature and Characteristics of a Service, Branding Strategy, Building Strong Brands, Brand Equity, Building Strong Brands, Brand Positioning, Brand Name Selection, Brand Sponsorship, New Product Development and Product Life Cycle (PLC), New-Product Development Strategy, Product Life-Cycle Strategies, Introduction Stage, Growth Stage, Maturity Stage, Decline Stage, Pricing, Factors to Consider When Setting Prices, Customer Perceptions of Value, Company and Product Costs, Other Internal and External Considerations Affecting Price Decisions, Public Policy and Pricing, Anti-Competitive Agreements, Abuse of Dominance, Unfair Trade Practices VELS University Page 28

29 Module - IV: Marketing Communications 5hrs Promotion and Place Mix, Marketing Communications, Verbal Identity of a Brand, Visual Identity of a Brand, Integrated Marketing Communications (IMC), Designing an Effective Message, Setting the Total Promotion Budget, Promotion Mix Strategies Push and Pull Strategy, The Nature of Each Promotion Tool, Evaluation of Advertising Effectiveness, Public Relations, Advertising and Public Relations, Personal Selling and Sales Promotion, Personal Selling, Managing the Sales Force, Sales Forecasting, Steps in Personal Selling, Add-On Sales Ideas, Advantages and Disadvantages of Personal Selling, Cultural Barriers in Marketing Communication Module - V: Marketing Channels 8hrs The Distribution Channel, Type of Marketing Channel, Channel Motivation, Importance of Channel of Distribution, Multiple Channels Distribution, Retail, Levels of Service, Corporate Retailing, The New Retail Environment, Direct Marketing, Benefits of Direct Marketing, Direct Marketing Channels, Public and Ethical Issues in Direct Marketing, The Moving Goal Post, The Moving Goalpost, Consumer Purchase Decision Making Process, Factors Affecting the Consumer Behaviour, Emerging Consumer Trends in the global business front and Corresponding Competition Strategies. Reference Books: 1. Marketing Management: A South Asian Perspective - Kotler, Keller, Koshy & Jha, 13/e, Pearson Education, Marketing: An Introduction - Rosalind Masterson & David Pickton, 2/e, Sage Publications, Marketing Management - Tapan Panda, 2/e, Excel Publication, Marketing Management - Ramaswamy V. S. & Namakumar S, 4/e, Macmillan Publishers, Fundamentals of Marketing Management - Etzel M. J, B J Walker & William J. Stanton, 14/e, TMH, Marketing Management - Arun Kumar & Meenakshi N, 2/e, Vikas, 2011 VELS University Page 29

30 Quantitative Methods and Operations Research Sub Code: 13MBACM206 Total Lecture Hours: 30 Learning Objectives: To teach the students the scope and applications of Operations Research. To help students solve and analyze theoretical problems using software packages like excel-data analysis, and TORA. Module - I: Introduction to Operations Research Definition, scope of Operations Research, characteristics, advantages and limitations. Quantitative approach to decision making, models & modeling in Operations Research, Decision theory decision under uncertainty, min-max, max-min criterion, EV, decision tree problems. Sequencing- N Jobs X two machine and N Job three machine case. Module - II: Transportation Problems Transportation problem, transportation methods, mathematical modeling of transportation problem, transportation algorithm, methods of finding initial solution, test for optimality (VOGEL s & MODI Method), numerical on transportation, Assignment problems, Introduction, Mathematical statement of the problem maximization call, travelling salesman problem, Solution methods. Module - III: Linear Programming Linear programming, Structure of linear program model, Assumption, Advantages, Limitations, General mathematical model, Guidelines for formulation of linear programming model, graphical method, simplex method, algorithm (Only illustrative problems) Duality in linear programming, sensitivity analysis. Module IV: Game Theory Theory of games- formulation of game models, Two person Zero sum games & their solution, solution of 2 x N and M x 2 games, pure strategies, games with saddle point, ( Graphical and algebraic methods), Limitations of game theory. Module - V: Simulation and Queuing Theory Simulation, process of simulation, types of simulation, steps in simulation process, Monte Carlo simulation, application in finance, marketing and HR areas. advantage & disadvantage, Queuing theory, General structure of queuing system, operating characteristics of queuing system, queuing models (Simple problems on model one) Reference Books: 1. Quantitative Methods for Business - Anderson Sweeney, Williams, 10th edition, Cengage, 2011 VELS University Page 30

31 2. Introduction to Operations Research - Frederick S. Hillier, Gerald J. Lieberman, 9/e, Tata McGraw-Hill, Operations Research Kalavathy S, 3/e, Vikas Publishing House. 4. Project Management - Samuel J. Mantel, Jr, Jack R. Meredith, Scott M. Shafer, Margrett M. Sutton with MR Gopalan, Wiley India, An Introduction to Operations Research - Kothari C R, 3/e, Vikas Publishing House, Operations Research Anitha H. S, Excel Books, VELS University Page 31

32 Legal Aspects of Business Sub Code: 13MBACM207 Total Lecture Hours: 30 Learning Objectives: To learn the legal framework and regulations that surround business operations both in India and globally. Module - I: Law of Contract Law of Contract: Scope of the contract law, Indian Contract Act, Elements of contract, Offer and acceptance, Lawful consideration, Capacity to contract, Free Consent, Lawful object, Discharge of contract: Free and genuine consent, Contract of Indemnity and Guarantee: Contract of Agency, Sale of Goods Act,1930 Transfer of Title, Performance of the contract, Remedies for breach of contract, Case Studies. Module - II: Law relating to negotiable instruments Negotiable Instrument act, 1881, The consumer protection Act, 1986, Consumer problems and Legal Remedies, Banking services, Medical services, Law on patents, Law on trademarks, Law of Designs, Case Studies. Module - III: Law of Sales Sale of Goods Act: Sale and Agreement to sell, Conditions and Warrantees, Transfer of property, Finder of goods, Performance of contract of sale, Rights of an unpaid seller, Indian and global examples, Case Studies. Module - IV: Economic Laws Competition Act 2002, Consumer Protection Act 1986, Industries (Development and Regulation) Act, 1957, Foreign Exchange Management Act, 1999, Importance and relevance of economic laws, Case studies Module - V: Company Law Salient Features of Companies, Classification and Formation of Companies, Memorandum and Articles of Association, Doctrine of Indoor Management, Appointment of Directors, Meetings of Directors & Shareholders of Companies, Overview of different modes of winding up of companies, Case studies Reference Books: 1. Kapoor, Elements Of Merchantile Law, Sultn, A K Majumdar & G K Kapoor, Company Law, Taxmann Publications Pvt. Ltd A.K. Majumdar, Company Law And Practice, Taxmann, Amit Bajaj, Law Of Negotiable Instruments, Macmillan Publishers India, N. K. Jain, Consumer Protection: Law And Practice, Regal Publications, 2008 VELS University Page 32

33 Practical Sub Code: 13MBACM208 Note: Practical Activity VELS University Page 33

34 Internship Sub Code: 13MBACM209 Learning Objectives: The project would give the students a deeper understanding of the real business world and allow them to apply the theoretical principles learnt in an actual business environment. To give students projects to work on by using the experience, skills and knowledge that they have built up over the past semesters, and to get relevant, evidence-based outcomes that can have a genuine impact on their learning experience. Project: The students would choose topics that are relevant to their subjects, and after getting the topics approved by their project guides, students would gather data on the topics using primary and secondary research, as well as direct observation. The students have to prepare a data-based analysis and prepare a report detailing their topic, methodology, observations, and findings. The project in work is meant to provide a practical exposure to the students and help them map the conceptual lessons with real-life experiences. VELS University Page 34

35 PDP Sub Code: 13MBACM210 (As per University Norms) VELS University Page 35

36 Semester III Entrepreneurship and New Venture Creation Sub Code: 13MBACM301 Total Lecture Hours: 30 Learning Objectives: To learn the fundamentals of entrepreneurship the laws, business principles and ideas. Module - I: Theories of Entrepreneurship 7hrs Who is an Entrepreneur?, Theories of Entrepreneurship, Economic Entrepreneurship Theories, Psychological Entrepreneurship Theories, Personality Traits theory, Locus of Control, Need for Achievement theory, Traits of Successful Entrepreneurs, Types of Entrepreneurs, Clarence Danhof Classification, Arthur H. Cole Classification, Classification on the Basis of Ownership, Classification Based on the Scale of the Enterprise Module - II: Entrepreneurial Motivation 5hrs Entrepreneurial Motivation, Entrepreneurial Motivation The Needs Framework, Entrepreneurship Development Programmes (EDPs), The Kakinada Experiment, Objectives of Entrepreneurship Development Programmes (EDPs), The Entrepreneurship Development Programme Model in India, Criteria for the Evaluation of EDPs Module - III: Forming a Business Plan Forming a Business, Business Structure, Creating a Business Plan, Market Size Analysis, Funding a Business Plan, Regulations and Laws, Sustaining a Business, Customer Satisfaction, Commerce Bank, Customer Service scenario in India, Managing cash flows, Employee Buy-in, HCL, Government Incentives and Resources Module - IV: Growing the Business 5hrs Growing the Business, Managing Creativity, Innovation and the Sense of Ownership in a Growing Organization, Creativity & Innovation, Strategies for Growth, Organic and Inorganic Growth, Growing the business across geographical borders Module - V: The Global Entrepreneur 7hrs Laws and regulations that govern entrepreneurship in India and abroad, Ideas to arrange for finances, Support system for entrepreneurs, Identifying opportunities in the market, Case studies Reference Books: 1. Timothy S. Hatten, Small Business Management: Entrepreneurship and Beyond, South Western Educational Publishing, Rashmi Bansal. Connect the Dots. Westland VELS University Page 36