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1 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV - 1 -

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3 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Dr. Babasaheb Ambedkar Marathwada University Aurangabad Revised Course Structure for Master in Business Administration (MBA) Effective from June 2014 MBA III Semester Elective Compulsory Subjects Elective Code Subject Title Periods Distribution of Marks Lect. Tutorial Int Ext Total Marks Credits Duration of Exam CP 301 Business Policy & Strategic Management Hrs. CP 302 Decision Support System Hrs. CP 304 Summer Training Project

4 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Course Code CP 301: BUSINESS POLICY & STRATEGIC MANAGEMENT Course Contents Unit I Introduction: An Introduction, Definition, Concept and Characteristics, Military origins of strategy Evolution Concept and Characteristics of strategic management Mintzerbg s 5Ps of strategy Corporate, Business and Functional Levels of strategy Strategic Management Process. Unit- II Strategic Intent & Strategy Formulation: Vision, mission and purpose Business definition, objectives and goals Stakeholders in business and their roles in strategic management Corporate Social Responsibility, Ethical and Social Considerations in Strategy Development. Unit-III Strategic & Portfolio analysis: Analyzing Company s Resources and Competitive Position Organizational Capability Profile Strategic Advantage Profile Environmental Threat and Opportunity Profile (ETOP) Core Competence, Porter s Five Forces Model of competition. Synergy and Dysergy, BCG Matrix GE 9 Cell Model Concept of Stretch, Leverage and fit. Distinctive competitiveness. The McKinsey 7S Framework. Unit-IV Types of Strategies: Generic Competitive Strategies: Low cost, Differentiation, Focus. Grand Strategies: Stability, Growth (Diversification Strategies, Vertical Integration Strategies, Mergers, Acquisition & Takeover Strategies, Strategic Alliances & Collaborative Partnerships), Retrenchment, Outsourcing Strategies, Tailoring strategy to fit specific industry Life Cycle Analysis Emerging, Growing, Mature & Declining Industries.

5 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Unit-V Strategy Implementation & Evaluation Project implementation Procedural implementation Resource Allocation, Functional Issues Financial, Marketing, Operations and Personnel policies. Measurement of performance, Role of organizational system in evaluation. Unit- VI New Business Models and Strategies for e_commerce Characteristics of e_commerce, Business Models and Strategies, Internet Strategies for traditional business, Key success factors in e_commerce. Books Recommended: 1. A.A. Thompson A.J. Shrikland J.E. Gamble, Crafting and Executing Strategy A test for comeptitive advantage, Tata McGraw hill, 4 th Edition Ranjan Das, Crafting the strategy : concept and cases in strategic management, Tata McGraw Hill, Kazmi Azher, Business Policy and Strategic Management, Tata McGraw Hill 2 nd Edition SubhaRao P, Business Policy and Strategic Management, Himalaya Publishing House 1 st Edition reprint Pitts, Rober A & Lei David, Strategic Management, Thomson, 3 rd Edition 2003

6 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Course Code CP 302: Decision Support System & Management Information System Course Contents Unit I Management Information System : Definitions Basic Concepts, Applications of Management Information Technology. Unit II System & Design: Systems Development Initiative Different Methodologies Life Cycle & Prototype approach Detailed study on Life Cycle Design & implementation Case Study. Unit III Managerial Decision Making, Decision making process problem solving techniques how decisions are being supported, Features of various CBIS. Unit IV Decision Support System An Overview: Relevance scope of DSS, characteristic and capabilities of DSS, Components of DSS, Classification of DSS. Unit V Database Management System: Sources of data data models, Relevance of relational Data Base Design in DSS, Model Base Management system: Types of models function, certainty, uncertainty, risk,

7 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Unit VI Structure OR models, Simon s model in information system, design simulation technique. Dialog generation management system, DSS tools DSS generators specific DSS, Constructing a DSS: Steps in designing a DSS, building of MBMS. Books Recommended: 1. Keen, Peter G.W.: Decision Support System an Organizational Perspective Addison Wesley Pub. 2. Dr. Anwar Akther.: Fundamentals to Decision Support System, Pacific Publication, Delhi, Krober, Donald W., and Hugh. J. Watson Computer Based information System New York, Davis L Michael W. A Management Approach Macmillan Publishing Company, Prentice Hall, New Jersey, Andrew P. Decision Support System Engineering, Sage, John Wiley & Sons, New York, 1991.

8 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Elective Financial Management Elective Code OP 305A OP 306A Subject Title Project Planning Analysis & Management Working Capital Management Lect. Periods Tutorial Distribution of Marks Int Ext Total Marks Credits Duration of Exam Hrs Hrs OP 307A Direct Taxation Hrs OP 308A OP 309A Security Analysis & Portfolio Management Financial Market & Services Hrs Hrs

9 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Elective Code: OP 305A Project planning analysis and management Specialisation: Finance Course content: Unit I Project management concept, its functions, its characteristics and environmental scanninggeneration and screening of project ideas, tools for identification of investment opportunities, turnkey projects. Concept of project failure and the Causes of project failure. Unit II Introduction to capital investments: concept, objectives, importance, limitations, types and capital budgeting process, Project financing in India, public sector investment Decisions in India, problems of time and cost overrun in public sector enterprises in India Unit III Project analysis: market and demand analysis, Technical Analysis, Financial Estimates and projections, project Risk analysis Decision tree Analysis. Social Cost Benefit Analysis, UNIDO approach, little Mirrlees Approach, Shadow prices Unit IV Facilities offered by Government organization to promote projects. Financial schemes offered by various financial institutions like Commercial Banks, IDBI, ICICI, SIDBI, SFCs. Network Techniques for project management: PERT and CPM, Assessment of the Tax burden, and Project review and administrative Aspects, Unit V Analysis and solution of 10 case study related with above topics must be discussed in classroom.

10 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Books Recommended: 1. Prasanna Chandra, Project, planning Analysis, selection, financing implementation and review, Tata McGraw Hill, new Delhi 2. Desai, vasant, project Management, Himalaya publishing house 3. John M. Nicholas, Project Management for Business and Technology, Pearson Education Inc New Delhi 4. Harvey Maylor, project Management Pearson educationinc. 5. Narendra Singh, project Management and control, Hi9malaya publishing house

11 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Specialisation: Finance Elective Code: OP 306A Working Capital Management Course content: Unit I Working capital financing: Short term and long term sources of working capital requirement, integrating working capital and capital investment process, working capital control and banking policy. Unit II Introduction: concept, classification, importance and objectives of working capital, factors determining working capital requirement, estimating working capital requirement, excess or inadequate working capital. Unit III Cash management: motives of holding cash and marketable securities, factors determining the cash balances, cash budgeting, long term cash forecasting current account VS cash credit account, cash system, managing cash flows. Cash collection system, objectives, design and types of collection system. Cash Concentration strategies and its functions. Disbursement system, its tools, functions and types of disbursement decisions Unit IV Receivables management: Concept, factors in determining receivables policy, determining appropriate receivables policy. Analysis of credit standards, credit terms, marginal analysis, credit analysis and decision, Heuristic approach, Discriminant Analysis, sequential decision analysis. Inventory management: Types of inventory, cost and benefit of holding inventory, methods of inventory control and inventory control models. Inventory management and its valuation UnitV Analysis and solution of 10 case study related with above topics must be discussed in classroom.

12 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Books Recommended: Bhalla,l V K, : Working Capital Management, Text and Cases, 12th ed. Delhi, Anmol, Hampton J. J. and C. L : Wagner Working Capital Management, John Wiley & Sons, Mannes, T.S. and J.T. Zietlow : Short tens Financialʹ Management, West Pub. Co., Scherr, F.C. Modern Working Capital Management, Prentice Hall, Smith, Keith V. and G. W. Gallinger : Readings on Short term Financial Management 3rd ed., West Pub.Co., Satish B. Mathur, working capital management, principles and practices, new age international publishers, Mumbai.

13 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Specialisation: Finance Elective Code: OP 307A Direct Taxation Course content: Unit I Introduction of Direct and Indirect Taxation, Regulation and collection of Taxes in India. Governance of taxation and relevance of taxation policy with income and expenditure. Unit II Definitions: Person, Assessment year; previous year, Assesses, Residential status; Incidence of tax, Income exempt from tax, Gross Total Income and Net Income. Computation of Income under Various Heads Unit II Income under head salary, Meaning of salary, Basis of charge of salary income, different forms of salary Different forms of allowances, perquisites, permissible deductions from salary income Tax treatment of provident fund & approved superannuation fund, special tax treatment of salary income of non resident technicians Deduction under section 80C. Unit III Income from house property, Basis of charge, Property income not charge to tax Basis of computing income from let out house property, computing income from self occupied property. Unit IV Tax deduction at source Advance tax, Self assessment tax, Assessment procedure regular and best judgment assess revision Rectification and appeal, provision relating to interest and refund of tax. Unit V Analysis and solution of 10 case study related with above topics must be discussed in classroom.

14 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Books Recommended: 1. Direct Taxes Law and Practice VinodSinghnia 2. Direct Taxes Ravi Kishore 3. Direct Taxes J. P. Jakhotiya

15 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Specialisation: Finance Elective Code: OP 308A Security Analysis & Portfolio Management Course content: Unit I Objectives of Security Analysis Types of Brokers, Investment Avenues Available: Global Perspectives Investment Companies, Market Indices and Stock Indicators Chart Patterns, Credit Ratings, Primary Market and Players Secondary Market: Objectives and regulatory mechanism (SEBI) Listing of Securities, Fundamental and Technical Analysis. Unit II Stock Risk Return and Valuation, portfolio Risk Analysis (Numerical Problems) Anticipated returns, Present value of returns, Constant Growth model, Two Stage Growth model, The Three Phase Model, Valuation through P/E ratio. Pivot Point, Determination of Support and Resistance and Oversold Bond analysis; Types of bonds, Major factors in bond rating process, Bond returns, Holding period return (Numberical Problems) Unit III Commodity Market Margin and Mark to Market concept, Short Selling (Numberical Problems) Market Portfolio Analysis, Selection, Evaluation and Revision Unit IV Capital Market Theory, Capital Asset Pricing Model theory, Assumptions, CAPM Model, Capital Market Line (CML) & Security Market Line (SML) Evaluation of securities, Arbitrage Pricing Theory (APT) : Assumptions

16 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Unit IV Jensen Theory, Mosaic Theory, Jensen s Alpha Theory, Optimum Portfolio, Portfolios of two Risky Securities The Efficient Frontier, Constructing Efficient Frontier, Tracing the efficient frontier Constructing the Optimum Portfolio through International Diversification. Unit VI Analysis and solution of 10 case study related with above topics must be discussed in classroom. Books Recommended: 1. Security Analysis and Portfolio Management by S.Kevin 2 nd Edition(PHI Learning Private Ltd.) 2. Avadhani, V.A, Security Analysis and Portfolio Management, Himalaya Publication House, Security Analysis and Portfolio Management by Donald E. Fischer 6 th Edition(Prentice Hall of India Pvt. Ltd.)

17 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Specialisation: Finance Elective Code: OP 309A Financial Markets and Services Course content: Unit I Introduction to Financial system, concepts structure, nature role of financial system, regulatory frame work for financial markets and services.financial system and economic development. Unit II Financial markets: Concept, nature, characteristics and types of financial market, instruments of capital and money market, capital market reforms, New issues market and its characteristics. Unit III Financial services : concept, nature, scope of financial services, non banking financial intermediaries and statutory financial organizations, Regulation and control : Indian stock exchange market, listing and delisting of securities, insider trading, speculation, functions of SEBI. Unit IV Assed/fund based financial services, concept and characteristics, leasing, equipment leasing and financial evaluation of leasing, hire purchase and consumer finance. Factoring and forfeiting, bills discounting, housing finance, Venture capital finance lead managers, underwriting, private placement. Unit V Advisory services: Mergers an acquisition/ amalgamations and takeovers.credit rating, concept, nature, scope and impact of credit rating, credit card microfinance, stock broking, E broking and recent development. Unit VI Analysis and solution of 10 case study related with above topics must be discussed in classroom.

18 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Books Recommended: 1. L.M.Bhole, financial institution and markets, Tata mcgraw hill. 2. M.Y Khan, Financial services, Tata mcgraw Hill. 3. Anil Agashe, Capital markets and financial services, Everest publishing house, 4. Bhalla V.K, management of financial services, Anmol new delhi 5. Gorden.E and natarajan, Emerging Scenario of financial service, 6. Cliffort Gomes, financial markets institution and services in india, prentice hall

19 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Elective Code OP 305B OP 306B Subject Title Consumer Behaviour Advertising Management MBA III Semester Elective Marketing Management Lect. Periods Tutorial Distribution of Marks Int Ext Total Marks Credits Duration of Exam Hrs Hrs. OP 307B Strategic Marketing Hrs. OP 308B Industrial Marketing Hrs. OP 309B Services Marketing & Brand Management Hrs.

20 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Elective Code: OP 305B Specialization: Marketing Management Consumer Behaviour Unit I Introduction: Meaning, Diversity of Consumer Behavior, Importance and impact of Consumer Behavior in today s market place, 7 O s framework of consumer behavior analysis, Consumer business strategy. Unit II Individual Aspect of Consumer Behavior: Perception, Learning and Information Processing, Behavior modification, Attitude and Personality, Motivation and Involvement, Self Concept and learning, memory organization and function. Unit III External Environment influences Role of culture, subculture and cross culture, Social Class, Reference groups, Group behavior, Opinion Leaders, Family and personal influence. Unit IV Consumer Decision Process: Types of buying behavior, buying decision stages: Individual and Industry, Roles of buying centers. Problem recognition, search and evaluation of alternatives, Prepurchase, Post purchase and repeat purchase behavior, cognitive dissonance, Process of diffusion of innovations and situational influences. Models: Howard Sheth Model, EKB Model. Unit V Consumerism & Consumer Protection: Root of consumerism, consumer: safety, information, & privacy. Consumerism, in India and global markets. Consumer Protection act 1986, Central and state consumer protection councils, Consumer disputes Redressal agencies and forum, National Consumer disputes Redressal commission. Unit VI Analysis and solution of 10 case study related with above topics must be discussed in classroom.

21 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Books Recommended: 1. Hawkins, Best, Coney, Consumer Behaviour, 8/e, TMH, New Delhi, Kumar: Conceptual Issues in Consumer Behavior: The Indian Context, Pearson Education, New Delhi, Jay D Lindquist and M Joseph Sirgy, Shopper, Buyer and Consumer Behaviour, Second Edition, Bizttantra, New Delhi, David L Loudon and Albert J Della Bitta, Consumer Behaviour, 4/e, TMH, New Delhi, Schiffman, L.G and KanukL.L. ConsumerBehaviour, 8/e, Pearson Education, New Delhi, Roger D. Black Well et al, Consumer Behaviour, 9/e Thomson, New Delhi, K.K.Srivastava, Consumer Behaviour,Galgotia Publishing Co.New Delhi, Henry Assael, Consumer Behaviour,6/e,Thomson,New Delhi, Michael R.Solomon, Consumer Behaviour,5/e,PHI,New Delhi,2003.

22 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Specialization: Marketing Management Elective Code: OP 306B Advertising Management Course contents Unit I Introduction: Advertising Definition, Purpose and Functions, Advertising Process. Role of advertising in Marketing, Legal, Ethical and Social Aspects of Advertising. Unit II Building of Advertisement: Objective Setting and Market Positioning, Models DAGMAR, AIDAS, LAVIDGE and STEINER, determination of target audience, Concept and elements of copy, Message, Headlines, Copy, Logo, Illustration, Appeal Layout and Campaign Planning. Unit III Media Planning and Selection: Media objectives Types of Media, Media Plan, Budgeting, Evaluation, Concepts of Reach, Frequency and Gross Rating points Significance of rating and its implications, Electronic Media Buying. Unit IV Advertising Campaign: Sales Promotion Types of Sales Promotion, Techniques Evaluation of Sales Promotion Schemes, Publicity Forms of Publicity Propaganda. Advertising Effectiveness Tests and Techniques, Event Management Technique and significance. Event Management Techniques and Significance. Unit V Advertising Agency: Advertising Agency Functions Advertising Interface, Advertising Agency partnership Services offered by the modern Advertising Agency. Unit VI: Analysis and solution of 10 case study related with above topics must be discussed in classroom.. Books Recommended:

23 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Belch, Advertising and Promotion: An Integrated Marketing, SIE, Tata McGraw Hill Edition, Kumar N Mittal R, Advertising Management, Amol Publication, 1 st Edition Belch George Belch Michel, Advertising and Promotion, Tata McGraw Hill 12 th Reprint 6 th Edition Batra, Myers and Aaker, Adverting Management, Pearson, 2 nd Reprint Chunawala SA, Advertising Sales and Promotion Management, Himalaya Publication 3 rd Revised Edition Chaffey, Mayer, Johnston, Ellis Chadwick (2000) Internet Marketing, Prentice Hall.

24 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Elective Code: OP 307B Specialization: Marketing Management Strategic Marketing Course contents Unit I Introduction: Nature, Scope & principles of Strategic Marketing, Marketing Objectives, Step in formulation of Strategies for effective marketing, pathway to lead long term goal. Unit II Market Environment Analysis: Process of environment analysis external and internal: Model: SWOT, GAP, BCG, GE 9 Cell, Marketing Planning and analyzing the performance, Analysis of Competitor s Strategies and Estimating their Reaction Pattern and Competitive Position; Competitive Intelligence process, CID, balancing Marketing goles V/s sustainable growth. Unit III Types of Strategies: Market Leader Strategies Expanding the Total Market, Protecting Market Share, Expanding Market Share; Market Challenger Strategies Choosing and Attack Strategy, Market Follower Strategies; Market Nicher Strategies; Competitive Market Strategy for Emerging Industries, Declining Industries and Fragmented Industries; Unit IV Balancing Competition: Balancing Customer and Competitor Orientations, Industry Segmentation and Competitive Advantage; Product Differentiation and Brand Positioning, Competitive Pricing, Competitive Advertising, Role of Sales Promotion in Competitive Marketing. Unit V Different Concepts: Social Marketing strategies, e_marketing strategies, Recession marketing strategies, Rural and export marketing strategies, strategies for IT and ITES industries and FMCG markets.

25 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Unit VI Analysis and solution of 10 case study related with above topics must be discussed in classroom. Books Recommended: 1. Marketing Management: Analysis, Planning & Control: Phillip Kotler Publisher: Prentice Hall College Div (1999) 2. Business Policy & Strategic Management AzharKazmi Tata McGraw Hill Education Private Limited (2008) 3. Strategic Marketing David W.Cravens,Nigelf.Piercy Tata McGraw Hill Education (2009) 4. Marketing Strategy, TMH Ed. Boyd Walker, Mullins Larrech Tata McGraw Hill Education 5. Case Studies in Strategic Marketing Management : Author Sanjay Mohapatra, Pearson Education India, For contemporary case studies students should refer to the periodicals and Journals.

26 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Specialization: Marketing Management Elective Code: OP 308B Industrial Marketing Course Contents Unit I Introduction: Definition and nature of industrial marketing, classification of industrial product, the Industrial Marketing System Participants, Channels, Industrial Marketing vs. Consumer Marketing Economics of Industrial Demand The Resellers Market. Unit II Industrial Marketing Environment: Organizational Customers, Types of buying situations, derived demand Concepts, Bidding for contract, buying behavior strengths, Negotiation Skills, Key account management, Measuring customer values, Models: Webster and wind Model, Jagdish Sheth Model, Buy Grid Model. Unit III Industrial Product and Price: Classifying Industrial Products Price Determinants for Industrial Products Price Decision Analysis, Types of Prices, Pricing Methods, Pricing Strategies, Factors affecting Pricing Strategy, Industrial Buying Interpersonal dynamics of Industrial Buying. Unit IV Strategic Planning Process Formatting Channel Strategy Channel Logistics, Channel Structure for Industrial products Strategic Planning Process in Industrial Marketing Segmenting, Targeting and Positioning Industrial Products. Unit V Personal Selling: Personal Selling Role, Importance of consultants and expectations in the marketing, Role of direct mailers, exhibitions, trade fair and couponing. Industrial Marketing in the International Environment.

27 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Unit VI: Analysis and solution of 10 case study related with above topics must be discussed in classroom. Books Recommended: 1. Cherunilam Francis, Industrial Marketing, Himalaya Publication M. GovindRajan, Industrial Marketing, VidyaVikas Reeder, Industrial Marketing : Analysis Planning and Control, Prentice Hall, 2 nd Edition Hill R.M. and Others, Industrial Marketing, A.I.T.B.S. Publisher & Distributors Delhi 4 th Edition Havaldar K.K., Industrial Marketing, Tata McGraw Hill, 2 nd Edition 6. J. Webster Industrial Marketing strategy, 3 rd Edition John Willey & Sons.

28 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Elective Code: OP 309B Specialization: Marketing Management Service Marketing & Brand Management Courses Contents Service Marketing Unit I Introduction: Nature, Characteristics and Classification of Services Importance of Service Marketing, Four Iʹs of services Intangibility, Inconsistency, Inseparability and Inventory, Relationship Marketing in Services Marketing The Process, Role and Implications. Unit II Service Marketing Mix: 7 Pʹs of Service Marketing, Services Market Segmentation Positioning and Differentiation of Services, Distribution Strategies for Services Challenges in Distribution of Services. Unit III Customer Satisfaction and Services Quality: Customer Service in Service Marketing Monitoring and Measuring customer satisfaction Order taking and fulfillment, Handling complaints effectively, Defects, Failures and Recovery, Service Quality Service Guarantee, Quality Models Paarsuraman Zeithamal Bitner (PZB), GAP Model, SERVQUAL and SERVPERF Gronroos model. Unit IV Service Marketing Practices: Concept, Classification and Implications of 1. Finance Services Banking and Insurance; 2. Health care and Hospitality Services; 3. Travel and Tourism Services; 4. IT & Educational Services: Telecoms, Courier; 5. Media and Entertainment Services. Brand Management

29 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV Unit V Understanding Brand: Role and Significance of Branding in the Promotion Brand Image, Brand Identity, Brand Personality, Branding challenges and opportunities. Unit VI Brand Creation, Loyalty & Managing Brand: Process of Brand Creation, Brand Positioning, Brand Equity, Brand Valuation, Brand Umbrella, Value addition from branding, Brand Customer relationship, brand loyalty and customer loyalty, managing brand, brand extension. Reinforcing Brand, Revitalizing Brand, Differentiating brands from the competitors. Unit VII Analysis and solution of 10 case study related with above topics must be discussed in classroom. Books Recommended: 1. Nargundkar, Services Marketing: Text & Cases, Tata McGraw Hill Edition, S. Shahjahan, Services Marketing, ( Concepts, Practices, Cases), Himalaya Publications S.H. Jha, Services Marketing, Himalaya Publications RagendraNargundkar, Services Marketing Text and Cases, Tata McGraw Hill Rao, Services Marketing Pearson, Services Marketing Zeithaml, Bitner, Gremler&Pandit, TMGH, 4th ed. 7. Aarsh V. Varma, Brand Management, Excel Books David Aaker, Managing Brand Equity, Free Press, 2009

30 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Elective Human Resource Management Elective Code OP 305C OP 306C Subject Title Management of Industrial Relations Personal Administrationapplication & Procedure Lect. Periods Tutorial Distributio n of Marks Int Ext Total Marks Credits Duration of Exam Hrs Hrs. OP 307C Training & Development Hrs. OP 308C OP 309C Organisational Change & Development Human Resource Planning & Development Hrs Hrs.

31 S-[F] SU-02 June All Syllabus Mgt.Sci. M.B.A. Syllabus Sem.-III & IV MBA III Semester Specialisation: Human Resource Management Elective Code: OP 305C Management of Industrial Relations Course contents Unit I Introduction to industrial relation, nature, scope importance, aspects of industrial relation,perspective / Approaches to industrial relation, evaluation of industrial revolution objective of I.R, forms and theories of I.R. Unit II Industrial dispute, conflict resolution, collective bargaining, negotiation for win dispute resolution, management of discipline, causes and settlement of industrial disputes. Machinery for solving industrial dispute under industrial dispute Act Unit III Globalization and industrial relation, emerging Social economic scenario, Legal framework of I.R Trade union, emerging trends on Trade union, features of trade union, functions and responsibilities of trade union in I.R. Structure of trade union in India. International labour relation, WTO, labour and environment,wto and industrial policy. Unit IV Grievance management, grievance handling, building positive employee relations, participative management, empowerment, equality circles and workers participation, quality of work life [Q.W.L] workers participation in management [W.P.M] gain shaving, strike and lockout, layoff retrenchment. Unit V Role of Judiciary in I.R, labour court, industrial Tribunal, Negotiation and conflict VS settlement productivity bargaining and disputes, mediation, arbitration, works committee, board of conciliation court of enquiry, labour and employee welfare and industrial safety types of industrial safety system hazard management in work environment, occupational health safety and industrial relation.

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