PROGRAM STRUCTURE

AND SYLLABUS

MASTER OF BUSINESS
ADMINISTRATION

For
M.B.A TWO YEARS DEGREE PROGRAM
(Applicable to the batches admitted from 2019-20)

ADITYA ENGINEERING COLLEGE

An Autonomous Institution
Approved by AICTE, Affiliated to JNTUK & Accredited by NBA, NAAC with 'A' Grade
Recognized by UGC under the sections 2(f) and 12(B) of UGC act 1956
Aditya Nagar, ADB Road, SURAMPALEM - 533 437
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VISION & MISSION OF THE COLLEGE

VISION

To induce higher planes of learning by imparting technical education with International

standards, applied research, Creative ability and Value based instruction to emerge as a
premier institute.

MISSION

Achieving academic excellence by providing globally acceptable technical education

by forecasting technology through
- Innovative research & development
- Industry institute interaction
- Empowered manpower

VISION & MISSION OF THE DEPARTMENT

VISION

To become a centre of excellence in management education

MISSION

M1: By Providing quality education through innovative and latest pedagogical

tools in management education.
M2: By promoting research and innovative solutions to various management
problems and serve the needs of industry and society.
M3: By collaborating with industries for effective teaching-learning process
and to develop ethical future leaders capable of managing change and
transformation in a globally competitive environment and to advance the
theory and practice of management.

****

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PROGRAM STRUCTURE

I SEMESTER
Course Lecture Tutorial Practice Credits
Name of the Course
Code (L) (T) (P) (C)
Management and Organizational
194MB1T01 4 0 0 4
Behavior
194MB1T02 Managerial Economics 4 0 0 4
194MB1T03 Accounting for Managers 4 0 0 4
Quantitative Analysis for Business
194MB1T04 4 0 0 4
Decisions
194MB1T05 Legal and Business Environment 4 0 0 4
Business Communication and Soft
194MB1T06 4 0 0 4
Skills
--- Open Elective-I 4 0 0 4
Business Communication and Soft
194MB1L01 0 0 2 2
Skills Lab.
Information Technology – Lab – I
194MB1L02 0 0 2 2
(Spreadsheet and Tally)
TOTAL 28 0 2 32

II SEMESTER
Course Lecture Tutorial Practice Credits
Name of the Course
Code (L) (T) (P) (C)
194MB2T07 Financial Management 4 0 0 4
194MB2T08 Human Resource Management 4 0 0 4
194MB2T09 Marketing Management 4 0 0 4
194MB2T10 Operations Management 4 0 0 4
194MB2T11 Business Research Methods 4 0 0 4
--- Open Elective-II 4 0 0 4
194MB2L03 IT-Lab – 2 (R Programming) 0 0 2 2
TOTAL 24 0 2 26

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III SEMESTER
Course Lecture Tutorial Practice Credits
Name of the Course
Code (L) (T) (P) (C)
194MB3T12 Strategic Management 4 0 0 4

194MB3T13 Operations Research 4 0 0 4

--- Elective - I 4 0 0 3

--- Elective - II 4 0 0 3

--- Elective - III 4 0 0 3

--- Elective – IV 4 0 0 3
Industrial Project based on
194MB3P01 4 0 0 4
Summer Internship
TOTAL 28 0 2 24

IV SEMESTER
Course Lecture Tutorial Practice Credits
Name of the Course
Code (L) (T) (P) (C)
Supply Chain Management and
194MB4T14 4 0 0 4
Analytics
Innovation and
194MB4T15 4 0 0 4
Entrepreneurship
--- Elective – V 4 0 0 3

--- Elective - VI 4 0 0 3

--- Elective - VII 4 0 0 3

--- Elective - VIII 4 0 0 3

194MB4C01 Comprehensive Viva - Voce 2 0 0 2

TOTAL 26 0 2 22

Note: The Student has to choose the Electives from the four Specializations available (HR, Finance,
Marketing, Systems).

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Human Resource
Elective FINANCE MARKETING SYSTEMS
Management
Investment
Leadership and Data Mining for
Analysis and Consumer
Change Business
Elective – I: Portfolio Behavior
Management Decisions
Management (194MA3E01)
(194HR3E01) (194SY3E01)
(194FI3E01)
Performance
Managing Banks
Evaluation and Retail Managing
and Financial
Elective – II Compensation Management Software Projects
Institutions
Management (194MA3E02) (194SY3E02)
(194FI3E02)
(194HR3E02)
Strategic
Human Capital Financial Markets
Marketing Web Designing
Elective – III Management and Services
Management (194SY3E03)
(194HR3E03) (194FI3E03)
(194MA3E03)
Manpower
Digital and
Planning, Business
Taxation Social Media
Elective – IV Recruitment, and Analytics
(194FI3E04) Marketing
Selection (194SY3E04)
(194MA3E04)
(194HR3E04)

Labour Welfare and Financial Services Big Data

Elective – V employment laws Derivatives Marketing Analytics
(194HR4E05) (194FI4E05) (194MA4E05) (194SY4E05)

Promotional and Enterprise

Global Financial
International HRM Distribution Resource
Elective – VI Management
(194HR4E06) Management Planning
(194FI4E06)
(194MA4E06) (194SY4E06)

Employee
Cyber Laws &
Relations and Risk Management Green Marketing
Elective – VII Security
Engagement (194FI4E07) (194MA4E07)
(194SY4E07)
(194HR4E07)
Artificial
Behavioral Global Marketing Intelligence and
Strategic HRM
Elective – VIII Finance Management Machine
(194HR4E08)
(194FI4E08) (194MA4E08) Learning
(194SY4E08)

Open Electives:
OPEN ELECTIVE-I OPEN ELECTIVE-II
S. Course S. Course
Name of the Course Name of the Course
No Code No Code
1 194MB1O01 Cross Cultural Management. 1 194MB2O04 Project Management.
2 194MB1O02 Rural Innovation Projects. 2 194MB2O05 Technology Management.
MOOCs: SWAYAM/NPTEL 3 194MB2O06 Lean Management.
3 194MBMOOC1 related to Management
Data base Management
Courses other than listed 4 194MB2O07
courses in the syllabus. System.

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MANAGEMENT AND ORGANIZATIONAL BEHAVIOR

I Semester L T P C
Course Code: 194MB1T01 4 0 0 4

Course Objectives:

COB 1: To familiarize students with the basic concepts, principles and definitions of
management.
COB 2: To facilitate students in understanding specific theories related to perception,
motivation, leadership, organizational structure and organizational designs.
COB 3: To help the student in understanding the organizational conflict,
organizational change, ethical organization
COB 4: To give a basic perspective of Management and to provide the students with
the conceptual framework and the theories underlying Organizational
Behavior.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1 : Interpret basic concepts and theories of management, social responsibilities of

business, decision making.
CO 2 : Outline plans and different organization structures, organizational design.
CO 3 : Understand personality, perspective, creativity and organizational behavior.
CO 4 : Know about Motivation, Leadership Styles, Group Dynamics, Motivational
theories.
CO 5 : Organizational conflict, Organizational Change, Ethical organization.

Mapping of Course Outcomes with Program Outcomes

CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO 10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) 3 - - - - - - - - 3 3
CO2 (K4) 3 - - - - - - - - 3 3
CO3 (K2) 2 - - - - - - - - 3 2
CO4 (K3) 3 - - - - - - - - 3 3
CO5 (K2) 2 - - - - - - - - 3 2

Mapping of Course Outcomes with Program Specific Outcomes:

CO/PSO PSO 1(K3) PSO 2(K4) PSO 3(K4)

CO1 (K1) 1 - -
CO2 (K2) 2 - -
CO3 (K2) 2 - -
CO4 (K3) 3 - -
CO5 (K3) 3 - -

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UNIT – I
Definition, Nature, Functions and Importance of Management – Evolution of Management
thought – Scientific management, administrative management, Haw throne experiments –
systems approach - Levels of Management - Managerial Skills - Planning – Steps in
Planning Process – importance and Limitations – Types of Plans - Characteristics of a sound
Plan - Management By Objectives (MBO) - Techniques and Processes of Decision Making -
Social Responsibilities of Business

UNIT-II
Organizing – Principles of organizing – Organization Structure and Design – Types of
power - Delegation of Authority and factors affecting delegation – Span of control –
Decentralization – Line and staff structure conflicts - Coordination definition and principles
- Emerging Trends in Corporate Structure – Formal and Informal Organization- Nature and
importance of Controlling, process of Controlling, Requirements of effective control and
controlling techniques.

UNIT – III
Organizational behavior: Nature and scope – Linkages with other social sciences –
Individual roles and organizational goals – perspectives of human behavior - Perception–
perceptual process – Learning - Learning Process- Theories - Personality and Individual
Differences - Determinants of Personality - Values, Attitudes and Beliefs - Creativity and
Creative thinking.

UNIT – IV
Motivation and Job Performance – Content and process Theories of Motivation - Leadership
- Styles - Approaches – Challenges of leaders in globalized era – Groups – stages formation
of groups – Group Dynamics - Collaborative Processes in Work Groups - Johari Window-
Transactional Analysis.

UNIT – V:
Organizational conflict-causes and consequences-conflict and Negotiation Team Building,
Conflict Resolution in Groups and problem-solving Techniques – Organizational change -
change process - resistance to change - Creating an Ethical Organization.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Harold Koontz, Heinz Weihrich, A.R. Aryasri, Principles of Management, TMH, 2010.
2. Dilip Kumar Battacharya, Principles of Management, Pearson, 2012.
3. Kumar, Rao, Chhaalill “Introduction to Management Science” Cengage Publications,
New Delhi.
4. V.S.P.Rao, Management Text and Cases, Excel, Second Edition, 2012.
5. K. Anbuvelan, Principles of Management, University Science Press, 2013.
6. K. Aswathappa “ Organisational Behaviour-Text, Cases and Games”, Himalaya
Publishing House, New Delhi, 2008.
7. Steven L Mc Shane, Mary Ann Von Glinow, Radha R Sharma: “Organisational
Behaviour”, TMH Education, New Delhi, 2008.

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MANAGERIAL ECONOMICS
I Semester L T P C
Course Code: 194MB1T02 4 0 0 4

Course Objectives:
COB 1: To make students aware of the various economic issues that they are expected
to face as managers at the corporate level.
COB 2: To seeks and equip the students with the analytical tools of Economics and
apply the same to rational managerial decision-making.
COB 3: To develop economic way of thinking in dealing with practical business
problems and challenge.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1 : Describe basic concepts in managerial economics.

CO 2 : Generalise economic aspects of demand, supply, and forecasting.
CO 3 : Relate production functions and cost factor in different business activities.
CO 4 : Cite different market structures, various macroeconomic concepts and their
impact on business activities.
Mapping of Course Outcomes with Program Outcomes

CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO 10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K2) 2 - - - - 2 - - - 3 2
CO2 (K2) 2 - - - - 2 - - - 3 2
CO3 (K2) 2 - - - - 2 - - - 3 2
CO4 (K2) 2 - - - - 2 - - - 3 2

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)

CO1 (K1) 1 - -
CO2 (K2) 2 - -
CO3 (K2) 2 - -
CO4 (K3) 3 - -

UNIT-I:
Introduction to Managerial Economics: Nature and Scope- Fundamental Concepts:
Incremental reasoning, Concept of Time Perspective, Discounting Principle, Opportunity
Cost Principle, Equi -Marginal Concept, -Theory of Firm.

UNIT-II:
Demand Analysis and Forecasting: Concepts of Demand, Supply, Determinants of Demand
and Supply, Elasticities of Demand and Supply- Methods of demand forecasting for
established and new products.

UNIT-III:
Cost and Production Analysis: Cost: Concept and types, Cost-Output Relationships, Cost

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Estimation, Reduction and Control- Economies and Diseconomies of Scale- Law of Variable
Proportions- Returns to Scale- Isoquants-Cobb- Douglas and CES Production functions.

UNIT-IV:
Theory of Pricing: Price determination under Perfect Competition, Monopoly, Oligopoly and
Monopolistic Competitions- Methods of Pricing- Game Theory basics- Dominant Strategy-
Nash Equilibrium and Prisoner’s Dilemma.

UNIT-V:
Macro Economics and Business: Concept, Nature and Measurement of National Income-
Inflation and Deflation: Inflation - Meaning and Kinds, Types, Causes and measurement of
inflation Measures to Control Inflation, Deflation- - Philips curve- Stagflation-Theory of
Employment- Business cycles: Policies to counter Business Cycles.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. D.M. Mithani, Managerial Economics, Himalaya Publishing House.
2. H. Craig Peterson, W. Cris Lewis, Managerial Economics, Pearson, 2005.
3. Gupta G.S., Managerial Economics, TMH, 1988.
4. P.L. Mehta, Managerial Economics, PHI, 2001.
5. K .K Dawett, Modern Economic Theory, Sultan Chand & Sons.
6. D.N. Dwivedi, Managerial Economics, 7th Ed, Vikas Publishing.
7. Rangarajan and Dholkia, Macroeconomics, TMH.

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ACCOUNTING FOR MANAGERS

I Semester L T P C
Course Code: 194MB1T03 4 0 0 4

Course Objectives:
COB 1: To acquaint the students with concepts, principles and postulates of accounting
and utilization of financial and accounting information for planning and
decision making.
COB 2: To familiarize the student with those significant tools and techniques of
financial analysis, which are useful in the interpretation of financial statements.
COB 3: To familiarize with tools and techniques which help in management planning
and control systems.

Course Outcomes:
At the end of this course, Student will be able to:
CO 1 : The students will be able to understand the accounting practices.
CO 2 : Choose the appropriate techniques in accounting to solve the problems.
CO 3 : Students will be able to prepare and analyze financial statements independently.
CO 4 : Student will be able to make informed decisions.

Mapping Of Course Outcomes with Program Outcomes:

CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO 10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) - 2 - 1 - 3 - - - 3 -
CO2 (K3) - 2 - 1 - 3 - - - 3 -
CO3 (K4) - 3 - 2 - 3 - - - 3 -
CO4 (K3) - 2 - 1 - 3 - - - 3 -

Mapping of Course Outcomes with Program Specific Outcomes:

CO / PO PSO1 (K3) PSO2 (K4) PSO3 (K4)
CO1 (K3) 3 - -
CO2 (K3) 3 - -
CO3 (K4) 2 - -
CO4 (K3) 3 - -

UNIT -1
Financial Accounting- concept, Importance and scope, accounting principles, accounting
cycle, journal ledger, trial balance, Preparation of final accounts with adjustments.

UNIT-II
Analysis and interpretation of financial statements – meaning, importance and techniques,
ratio analysis, Fund flow analysis, cash flow analysis.

UNIT-III
Cost accounting–meaning, importance, methods, techniques; classification of costs and cost
sheet; Inventory valuation methods- LIFO, FIFO, HIFO and weighted average method, an
elementary knowledge of activity based costing.

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UNIT-IV
Management accounting – concept, need, importance and scope; budgetary control-meaning,
need, objectives, essentials of budgeting, different types of budgets and their preparation.

UNIT-V
Standard costing and variance analysis (materials, labour)-Marginal costing and its
application in managerial decision making, Break Even Analysis.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. MAHESWARI AND MAHESWARI" Financial Accounting", Vikas Publishing
House, New Delhi, 2013.
2. Pandey, I.M. Management Accounting, Vikas Publishing House, New Delhi.
3. Horngen, Sundem & Stratton, Introduction to Management Accounting, Pearson
Education, New Delhi.
4. Hansen & Mowen, Cost Management, Thomson Learning.
5. Mittal, S.N. Management Accounting and Financial management, Shree Mahavir
Book Depot, New Delhi.
6. Jain S.P. and Narang K.L. Advanced Cost Accounting, Kalyani Publishers Ludhiana.
7. Khan M.Y. and Jain, P.K. Management Accounting, TMH, N. Delhi.

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QUANTITATIVE ANALYSIS FOR BUSINESS DECISIONS

I Semester L T P C
Course Code: 194MB1T04 4 0 0 4

Course Objectives:
COB 1: To develop a deeper understanding of/ quantitative technique and its uses
for improving the quality of manageable decisions.
COB 2: To edify the practical applications of mathematical and statistical models.
COB 3: Students would be able to acquire an understanding of descriptive
statistical tools like measures of central tendency & measures of variations
and apply these tools to real life situations.
Course Outcomes:
At the end of the course students will be able to:
CO 1 : Classify the basic concepts and mechanics of quantitative techniques.
CO 2 : Study the various measures and applicability of probability related to the
statistics.
CO 3 : Justify the several decisions in decision theory.
CO 4 : Use and understand the different sampling distribution techniques.
CO 5 : Test the hypothesis for choosing best conclusion and inference.
Mapping Of Course Outcomes with Program Outcomes:
CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K2) (K2) (K2) (K3)
CO1 (K4) 3 3 - 2 - 3 - - 3 - -
CO2 (K3) 3 2 - 1 - 3 - - 3 - -
CO3 (K3) 3 2 - 1 - 3 - - 3 - -
CO4 (K3) 3 2 - 1 - 3 - - 3 - -
CO5 (K3) 3 2 - 1 - 3 - - 3 - -

Mapping of outcomes with program specific Outcomes:

CO/PO PSO1(K3) PSO2(K4) PSO3(K4)
CO1 (K4) 3 3 -
CO2 (K3) 3 2 -
CO3 (K3) 3 2 -
CO4 (K3) 3 2 -
CO5 (K3) 3 2 -
UNIT 1:
Basic Mathematical & Statistical Techniques: Linear, Quadratic, Logarithmic and
Exponential Functions -Permutations and Combinations-Matrices-Elementary operations of
matrices

UNIT II:
Measure of Central Tendency – Measure of Dispersions-Simple correlation & Regression
Analysis – Concept of Probability-
Probability Rules-Joint and Marginal probability-Baye’s Theorem-Probability Distributions -
Binominal, Poisson, Normal & Exponential Probability Distributions.

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UNIT III:
Introduction of Decision Theory: Steps involved in decision making, different environments
in which decisions are made, Criteria for decision making, Decision making under
uncertainty, Decision making under conditions of Risk-Utility as a decision criterion,
Decision trees, Graphic displays of the decision-making process, Decision making with an
active opponent.

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:
Test 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.

Relevant cases have to be in each unit and in examination case is compulsory for every
unit.

References:
1. N.D. Vohra “Quantitative Techniques in Management”, Tata-McGraw Hill Private
Limited, New Delhi, 2011.
2. Gupta S.P “Statistical Methods’’, S. Chand and Sons, New Delhi.
3. Anand Sharma “Quantitative Techniques for Business decision Making Himalaya
Publishers, New Delhi, 2012.
4. D.P. Apte “Operation Research and Quantitative Techniques”, Excel Publications, New
Delhi, 2013.
5. Hamdy, A. Taha “Operation Research. An Introduction”, Prentice-Hall of India, New
Delhi, 2003.
6. Anderson “Quantitative Methods for Business”, Cengage Learning, New Delhi, 2013.
7. Sacheti, Dc & VK Kapoor, “Business Mathematics” S Chand and Sons, New Delhi.

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LEGAL AND BUSINESS ENVIRONMENT

I Semester L T P C
Course Code: 194MB1T05 4 0 0 4

Course Objectives:

COB 1: To give orientation about Business Environment, Business functioning in

Internal and External Environment.
COB 2: To introduce the student to Economic, Monetary, Fiscal and Industrial
Policies and Economic Planning.
COB 3: To give an overview on basic Legal Environment.
COB 4: To familiarize with prevailing Legal Environment in India.
COB 5: To inculcate an understanding of the Sales Environment.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1 : Demonstrate understanding about variables in Business Environment.

CO 2 : Generalize Indian Economy Policies and Planning.
CO 3 : Identify basic legal environment to carry out a Business.
CO 4 : Demonstrate Knowledge on choosing a Business model.
CO 5 : Interpret Indian Sales Environment.

Mapping of Course Outcomes with Program Outcomes:

CO/PO PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) - 2 - - - 3 - - - - -
CO2 (K2) - 1 - - - 2 - - - - -
CO3 (K2) - 1 - - - 2 - - - - -
CO4 (K2) - 1 - - - 2 - - - - -
CO5 (K3) - 2 - - - 3 - - - - -

Mapping of Course Outcomes with Program Specific Outcomes:

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)

CO1 (K3) - - 2
CO2 (K2) - - 1
CO3 (K2) - - 1
CO4 (K2) - - 1
CO5 (K3) - - 2

UNIT-I:
Introduction: Concept of Business Environment-Definition-Characteristics-Environmental
factors, Importance at national and international level – problems and challenges –
Environmental Scanning: Importance, Process of scanning- NITI Aayog: It’s Role in
Economic Development of India- Technological Environment: Features, Its impact on
Business, Restraints on Technological Growth.

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UNIT-II:
Economic and Political Environment: Concept-Definition of Economic Environment-
Economic Systems Relative merits and demerits of each systems-Economic Policies-
Monetary-Fiscal- Industrial policies since independence and their significance – regulatory
and promotional framework. Structure of Indian Economy Nature and significance.
Economic Planning- Objectives, Merits, Limitations- Concept and Meaning of Political
Environment.

UNIT-III:
Legal Environment: - Business Law: Meaning, scope and need for Business Law- Source of
Business Law Indian Contract Act 1872: Its Essentials, Breach of Contract and remedies.
Intellectual Property Rights. Negotiable Instruments Act 1881.

UNIT-IV:
Company Act 2013: Memorandum and alteration of Articles of Association-Partnership Act
1932: Duties of Partners- Dissolution of Partnership-Information Technology Act 2000:
Digital Signature-Cyber Frauds.

UNIT-V:
Miscellaneous Acts: Sales of Goods Act 1930-Sale- agreement to Sale – Implied Conditions
and Warranties Consumer Protection Act 1986- Competition Act- Environment (Protection)
Act 1986- Foreign Exchange Management Act (FEMA).

References:
1. Francis Cherunillam, Business Environment, Himalaya Publishers.
2. K. Aswathappa, Essentials of Business Environment, Himalaya Publishers.
3. P.K. Dhar, Indian Economy Growing Dimensions, Kalyani Publishers 4.
4. N.D. Kapoor , Mercantile Law, Sultan Chand Publishers.
5. Chaula and Garg, Mercantile Law, Kalyani Publishers

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BUSINESS COMMUNICATION AND SOFT SKILLS

I Semester L T P C
Course Code: 194MB1T06 4 0 0 4

Course Objectives:

COB 1: To develop good oral and written communication skills in students for their
future jobs.
COB 2: To enable effective usage of grammar, sentence structures and parts of
speech so as to make them strong in communication.
COB 3: To acquaint the students with fundamentals of communication, help them
honing oral, written and non-verbal communication skills and to transform
them as effective communicators.
COB 4: To Inculcate the correct usage of vocabulary.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1 : Identify the basic concepts and mechanics of Oral and Written Communication.
CO 2 : Identify different types of organizational communication.
CO 3 : Generalize how to Manage Interpersonal Communication.
CO 4 : Develop business writing skills.
CO 5 : Articulate Communication and make presentations independently.

Mapping of Course Outcomes with Program Outcomes:

CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9K PO10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K2) - - - - - - 3 - 3 - -
CO2 (K4) - - - - - - 3 - 3 - -
CO3 (K2) - - 1 1 - - 3 - 3 - -
CO4 (K3) - - 1 1 - - 3 - 3 - -
CO5 (K3) - - 1 1 - - 3 - 3 - -

Mapping of Course Outcomes with Program Specific Outcomes:

CO /PSO PSO 1(K4) PSO 2(K3) PSO 3(K4)

CO1 (K3) 2 - -
CO2 (K4) 2 - -
CO3 (K3) 3 - -
CO4 (K3) 3 - -
CO5 (K3) 3 - -

UNIT – I:
Purpose and process of communication: Objectives of Communication-Process of
Communication- Types of communication; noise, listening skills, Types of listening,
essentials of good listening and tips.

UNIT – II:
Managing Organizational Communication: Formal and Informal Communication-

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Interpersonal and Intrapersonal communication- Role of Emotion in Interpersonal

Communication- Barriers to Interpersonal Communication- Exchange Theory-Gateways for
Effective Interpersonal Communication.

UNIT – III:
Non-verbal communication and Body Language: Kinesics, Proxemics, Paralanguage,
Haptics, handshakes, appropriate body language and mannerisms for interviews: business
etiquettes- across different cultures.

UNIT – IV:
Written communication: mechanics of writing, report writing- business correspondence-
business letter format- Meetings and managing meetings- Resume Writing-Formats and
Skills.

UNIT- V
Presentation skills: prerequisites of effective presentation, format of presentation;
Assertiveness –strategies of assertive behavior; Communication skills for group discussion
and interviews, Interview Techniques.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Mallika Nawal: “Business Communication”, Cengage Learning, New Delhi, 2012.
2. Edwin A. Gerl off, Jerry C. Wofford, Robert Cummins Organisational
Communication: The key stone to managerial effectiveness.
3. Meenakshi Rama: “Business Communication”, Oxford University Press, New Delhi.
4. C.S.G. Krishnamacharyulu and Dr. Lalitha Ramakrishnan, Business Communication,
Himalaya Publishing House, Mumbai.
5. Paul Turner: “Organisational Communication”, JAICO Publishing House, New Delhi.
6. Sathya Swaroop Debasish, Bhagaban Das” “Business Communication”, PHI Private
Limited, New Delhi, 2009.
7. R.K. Madhukar: “Business Communication”, Vikas Publishing House, New Delhi,
2012.
8. Kelly M Quintanilla, Shawn T. Wahl: “Business and Professional Communication”,
SAGE, New Delhi, 2012.
9. Sangita Mehta, Neety Kaushish: “Business Communication”, University Science Press,
New Delhi, 2010.
10. Anjali Ghanekar: “Business Communication Skills”, Everest Publishing House, New
Delhi, 2011.

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CROSS CULTURAL MANAGEMENT

I Semester L T P C
Course Code: 194MB1O01 4 0 0 4

Course Objectives:

COB 1: The course seeks to develop a diagnostic and conceptual understanding of the
culture and related behavioral variables in the management of global
organization.
COB 2: To enhance the ability of class members to interact effectively with people
from cultures other than their own, specifically in the context of International
Business.

Course Outcomes:
At the end of the Course, Student will be able to understand:

CO 1 : Features of corporate culture and its influence on Business Decision Making.

CO 2 : Global business scenario, Communication strategies and High-performance
winning teams.
CO 3 : Cross culture-negotiation and Decision making, International and Global
Business Operations and strategy formulation.
CO 4 : The nature of Global Human Resource Management and discuss staffing and
training of global employees.
CO 5 : Diagnosing organization culture, implementation and measuring ongoing
improvement.
Mapping of Course Outcomes with Program Outcomes
CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9K PO10 PO11
(K3) (K4) (K5) (K5) (K3) (K4) (K3) (K3) (K3) (K3) (K4)
CO1 (K2) - - 2 - - - - - - - -
CO2 (K3) - - - 3 - - - - - - -
CO3 (K4) - - - - 3 - - - - - -
CO4 (K2) - - - - - - - - - - 2
CO5 (K2) - - - - - - - - - - 2

Mapping of Course Outcomes with Program Specific Outcomes

CO/ PSOs PSO 1 (K3) PSO 2 (K4) PSO 3 (K3)

CO1 (K2) 3 - -
CO2 (K3) 3 - -
CO3 (K4) 2 - -
CO4 (K2) 3 - -
CO5 (K2) 3 - -

UNIT – I
Introduction – Concept of Culture for a Business Context; Brief wrap up of organizational
culture & its dimensions; Cultural Background of business stakeholders [managers,
employees, shareholders, suppliers, customers and others] – An Analytical framework.

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UNIT – II
Culture and Global Management – Global Business Scenario and Role of Culture.
Framework for Analysis; Elements & Processes of Communication across Cultures;
Communication Strategy for/ of an Indian MNC and Foreign MNC & High-Performance
Winning Teams and Cultures; Culture Implications for Team Building.

UNIT – III
Cross Culture – Negotiation & Decision Making – Process of Negotiation and Needed Skills
& Knowledge Base – Overview with two illustrations from multicultural contexts [India –
Europe/ India – US settings, for instance]; International and Global Business Operations-
Strategy Formulation & Implementation; Aligning Strategy, Structure & Culture in an
organizational Context.

UNIT – IV
Global Human Resources Management – Staffing and Training for Global Operations –
Expatriate – Developing a Global Management Cadre. Motivating and Leading; Developing
the values and behaviours necessary to build high-performance organization personnel
[individuals and teams included] – Retention strategies.

UNIT – V
Corporate Culture – The Nature of Organizational Cultures Diagnosing the As is Condition;
Designing the Strategy for a Culture Change Building; Successful Implementation of Culture
Change Phase; Measurement of ongoing Improvement.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Cashby Franklin, Revitalize your corporate culture: PHI, Delhi.
2. Deresky Helen, International Management: Managing Across Borders and Cultures,
PHI, Delhi.
3. Esenn Drlarry, Rchildress John, The Secret of a Winning Culture.

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RURAL INNOVATION PROJECTS

I Semester L T P C
Course Code: 194MB1O02 4 0 0 4

Course Objectives:

COB 1: To familiarize students with the basic concepts of understand various natural
resources and their importance in rural development.
COB 2: To facilitate students in understanding specific theories related to Importance
of different resources in Rural Development.
COB 3: To help the student in understanding Human Resources Dimensions of Rural
Development.
COB 4: To give a basic perspective of Review of Rural Development Programs in the
area.

Course Outcomes:
At the end of the Course, Student will be able to understand:

CO 1 : Define and Classify rural resources.

CO 2 : Outline the methods and importance Soil Conservation.
CO 3 : Understand various dimensions of Rural Financial Sector.
CO 4 : Outline the Rural Development Policies during different plan periods.
CO 5 : Demonstrate understanding about variables in Rural Development Programs.
Mapping of Course Outcomes with Program Outcomes
CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9K PO10 PO11
(K3) (K4) (K5) (K5) (K3) (K4) (K3) (K3) (K3) (K3) (K4)
CO1 (K4) - - - 2 - - - - - - 2
CO2 (K3) - - - 2 - - - - - - -
CO3 (K3) - - - - - - - - - 2 -
CO4 (K3) - - - - - 3 - - - - -
CO5 (K3) - - - - - - - - 3 3 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/ PSOs PSO 1 (K3) PSO 2 (K4) PSO 3 (K3)

CO1 (K4) 2 - -
CO2 (K3) 3 - -
CO3 (K3) 3 - -
CO4 (K3) 3 - -
CO5 (K3) 3 - -

UNIT-I:
Definition and meaning of Resources, Types of Rural Resources, Natural and Man-made,
Characteristics of Resources, Importance of different resources in Rural Development. Rural
Governance and Administration in India- Pre & Post independence- Elements of Indian
constitution Constitutional amendment to Panchayati Raj system- Development
(Department) Administration in Rural India.

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UNIT-II:
Land Resources development experience: Classification of land based on utility, Soils –
Structure and importance, Properties of Soil- Physical and Chemical, Soil Conservation-
methods and importance. Status of Rural Development in the SAARC countries.

UNIT-III:
Human Resources Dimensions of Rural Development-Quantitative aspects of rural human
resource (Gender & Age wide classification, Density, Issue in rural human resources-
Scarcity, lack of skill, attitude, and social status). Food security and public distribution
system-Rural Financial Sector –Sources of Rural Credit: Institutional and Non Institutional -
Service Delivery System in Rural areas, Rural Infrastructural Sector and Millennium
Development Goals Housing in Rural Areas.

UNIT-IV:
Approaches of Rural Development in India- institutional, technological, area and target
group, participatory, individualistic. Rural Development Policies during different plan
periods. Strategies of Rural Development – growth oriented strategy, Welfare strategy,
Responsive strategy, Holistic strategy, right-based strategy. PURA Model.

UNIT-V:
Review of Rural Development Programmes in the area of agricultural sector – crop, non-
crop, livestock, fishery, forestry. Review of Rural Development Programmes in area of Social
Sectors – Health, Sanitation and Education. Project Planning and Management.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Rural Development: Principles, Policies and Management, Katar Singh, Sage
Publications India Pvt. Ltd., 2009.
2. Soil & Water Conservation & Watershed Management Hardcover – 2012, Singh PK
Mahnot.

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BUSINESS COMMUNICATION AND SOFT SKILLS-LAB

I Semester L T P C
Course Code: 194MB1L01 4 0 0 4

Course Objectives:

COB 1: To make students aware of communication skills required to work in an

organization.
COB 2: To make students aware of writing and presenting skills required to work
for an organization.

Course Outcomes:
At the end of the Course, Student will be able to understand:

CO 1 : Improves conversation skills and analysis of conversations.

CO 2 : Identifies Leadership traits and team management.
CO 3 : Identifies improvements need in non-verbal communication.
CO 4 : Develops writing skills.
CO 5 : Develops presentation skills.
Mapping of Course Outcomes with Program Outcomes
CO/PO PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) - - - - 3 - - - - - -
CO2 (K3) - - - - - - - - - 3 -
CO3 (K3) - - - - - - 3 - - - -
CO4 (K3) - - - - - - 3 - - - -
CO5 (K3) - - - - - - 3 - - - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K4) PSO 2 (K3) PSO 3 (K4)

CO1 (K3) 2 - -
CO2 (K3) 2 - -
CO3 (K3) 3 - -
CO4 (K3) 3 - -
CO5 (K3) 3 - -

UNIT-1
Listening and speaking skills- Conversational skills (formal and informal) – group discussion.
Listening to lectures, discussions, talk shows, news programmes, dialogues from
TV/radio/Ted talk/Podcast – watching videos on interesting events on YouTube.

UNIT – II
Organizational Communication: Choosing the organization – goal setting - Time
management –– leadership traits – Team work – communicating across teams- designing
career and life planning.

UNIT – III
Non verbal communication and Body Language: Understanding Body Language Aspects and
presenting oneself to an interviewer, Proper handshakes.

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UNIT – IV
Written communication: Writing job applications – cover letter – resume – emails – letters –
memos – reports – blogs – writing for publications.

UNIT- V
Presentation skills: Designing presentations and enhancing presentation skills.

References:
1. Mallika Nawal: “Business Communication”, Cengage Learning, New Delhi, 2012.
2. Edwin A. Gerl off, Jerry C. Wofford, Robert Cummins Organisational Communication:
The key stone to managerial effectiveness.
3. Meenakshi Rama: “Business Communication”, Oxford University Press, New Delhi.
4. C.S.G. Krishnamacharyulu and Dr. Lalitha Ramakrishna, Business Communication,
Himalaya Publishing House, Mumbai.
5. Paul Turner: “Organisational Communication”, JAICO Publishing House, New Delhi.
6. Sathya Swaroop Debasish, Bhagaban Das” “Business Communication”, PHI Private
Limited, New Delhi, 2009.
7. R.K. Madhukar: “Business Communication”, Vikas Publishing House, New Delhi,
2012.
8. Kelly M Quintanilla, Shawn T. Wahl: “Business and Professional Communication”,
SAGE, New Delhi, 2012.
9. Sangita Mehta, Neety Kaushish: “Business Communication”, University Science
Press, New Delhi, 2010.
10. Anjali Ghanekar: “Business Communication Skills”, Everest Publishing House, New
Delhi, 2011.

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INFORMATION TECHNOLOGY – LAB-1

I Semester L T P C
Course Code: 194MB1L02 0 0 2 2

Course Objectives:
COB 1: To acquaint students with the application of computers in understanding
latest trends in information technology.
COB 2: To provide an orientation about the increasing role of management
information system in managerial decision making with the help of
computers.
COB 3: To make students understand how information is processed, stored and
utilized.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand the students’ basics of the Computers Knowledge with Financial
Software Knowledge, And Advanced excel formulas used for business.
CO 2 : Practical expose on Ranges and functions.
CO 3 : Practical exposure on Basics of Accounting with tally.
CO 4 : Creation of Master Headings and Inventory with the tally.

Mapping of Course Outcomes with Program Outcomes

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K2) 2 - - - - - 3 - 3 - 2
CO2 (K3) 3 - 2 2 - - 3 - 3 - 3
CO3 (K3) 3 - 2 2 - - 3 - 3 - 3
CO4 (K3) 3 - 2 2 - - 3 - 3 - 3

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K2) - 2 -
CO2 (K3) - 2 -
CO3 (K3) - 2 -
CO4 (K3) - 2 -

UNIT- I
Introducing spreadsheet: Choosing the correct tool; Creating and Saving; Spreadsheet
workspace; Managing the workspace; Entering and editing data; Data entry; Selecting cells;
Saving time when entering data. Presenting a spreadsheet; Number and date/time format
tools; Percentages; Dates and Times; Currency; Text; Performing calculations; Basic
arithmetic; Using functions; Replicating formulae; Absolute cell addressing; References
between worksheets.

UNIT - II
Ranges and functions: Creating named ranges; Using named ranges; Finding and inserting
functions; Excel – Functions: what if, Conditional count, sum and average, Multiple criteria
with count, sum and if. Time and date calculations.

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UNIT- III
Basic of Accounting: Type of Accounts, Rules of Accounting, Principles of concepts and
conventions, double entry system, book keeping Mode of Accounting, Financial Statements,
Transaction, Recording Transactions. Getting the functional with Tally, Creation and setting
up of company in Tally.

UNIT- IV
Accounting Masters in Tally- Features- Configurations- Setting up Account Heads.

UNIT- V
Inventory in Tally- Stock – groups – Stock Categories - Godowns / Location Units of
Measure - Stock Items - Creating Inventor y Masters for National Traders.

Reference Books:
1. Shelly, Cashman: “Microsoft copies 2007”, Cengage Learning, New Delhi, 2012.

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FINANCIAL MANAGEMENT
II Semester L T P C
Course Code: 194MB2T07 4 0 0 4

Course Objectives:

COB 1: To understand the basic concepts of corporate financial management and

decision making.
COB 2: To understand the concepts of financial decision-making process in process.
COB 3: To utilize and understand the various tools and techniques of financial
management tools and its decision making.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1 : Understand the basic concept of finance namely sources of finance,

application of finance and return on finance.
CO 2 : The research students will be in a position to understand the study of capital
structure and its use.
CO 3 : The research students will be well acquainted to know and usage of working
capital management.
CO 4 : The research students will be well acquainted with use of funds as well as
cash flow management of business in practice.

Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/ PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K2) 2 - - - - 2 - - - 3 -
CO2 (K3) 3 - - 1 - 3 - - - 3 -
CO3 (K2) 2 - - - - 2 - - - 3 -
CO4 (K3) 3 - - 1 - 3 - - - 3 -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)

CO1 (K2) 2 - -
CO2 (K3) 3 - -
CO3 (K2) 2 - -
CO4 (K3) 2 - -

UNIT- I
Financial Management: Concept - Nature and Scope - Evolution of financial Management -
The new role in the contemporary scenario – Goals and objectives of financial Management -
Firm’s mission and objectives - Profit maximization Vs. Wealth maximization –
Maximization Vs Satisfying - Major decisions of financial manager.

UNIT-II
Financing Decision: Sources of finance - Concept and financial effects of leverage – EBIT –
EPS analysis. Cost of Capital: Weighted Average Cost of Capital– Theories of Capital
Structure.

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UNIT -III
Investment Decision: Concept and Techniques of Time Value of Money – Nature and
Significance of Investment Decision – Estimation of Cash flows – Capital Budgeting Process
– Techniques of Investment Appraisal – Discounting and Non-Discounting Methods.

UNIT-IV
Dividend Decision: Meaning and Significance – Major forms of dividends – Theories of
Dividends –Determinants of Dividend – Dividends Policy and Dividend valuation – Bonus
Shares –Stock Splits – Dividend policies of Indian Corporate.

UNIT-V
Liquidity Decision: Meaning - Classification and Significance of Working Capital –
Components of Working Capital – Factors determining the Working Capital – Estimating
Working Capital requirement – Cash Management Models – Accounts Receivables –Credit
Policies – Inventory Management.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. I.M. Pandey: “Financial Management”, Vikas Publishers, New Delhi, 2013.
2. Khan and Jain: Financial Management, Tata McGraw Hill, New Delhi.
3. Prasanna Chandra: “Financial Management Theory and Practice”, Tata Mc Graw Hill
2011.
4. P. Vijaya Kumar, M. Madana Mohan, G. Syamala Rao: “Financial Management”,
Himalaya Publishing House, New Delhi, 2013.
5. Brigham, E.F: “Financial Management Theory and Practice”, Cengae Learning, New
Delhi, 2013.
6. RM Srivastava, Financial Management, Himalaya Publishing house, 4th edition.

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HUMAN RESOURCE MANAGEMENT

II Semester L T P C
Course Code: 194MB2T08 4 0 0 4

Course Objectives:

COB 1: To acquaint students with a broad perspective on themes and issues of

Human Resource Management.
COB 2: To familiarize the student with relevance and application of HRM Practices
in the Indian perspective.
COB 3: To familiarize students and to build up and refine decision making skills.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1 : Cite evolution and emerging trends of HRM.

CO 2 : Critically analyze HRD concepts.
CO 3 : List different appraisal and wage payment systems.
CO 4 : Evaluate incentive payment system and welfare measures given to
employees.
CO 5 : Interpret industrial relations in organization.

Mapping of Course Outcomes with Program Outcomes

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K2) 2 - - - - - - - - 3 -
CO2 (K4) 3 - - 2 - - - - - 3 -
CO3 (K4) 3 - - 2 - - - - - 3 -
CO4 (K4) 3 - - 2 - - - - - 3 -
CO5 (k3) 3 - - 2 - - - __- - 3 -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K3)
CO1 (K2) 2 - 1
CO2 (K4) 3 - 3
CO3 (K4) 3 - 3
CO4 (K4) 3 - 3
CO5 (K3) 3 - 2

UNIT -I
HRM: Significance - Definition and Functions – evolution of HRM- Principles - Ethical
Aspects of HRM- HR policies, Strategies to increase firm performance - Role and position of
HR department –aligning HR strategy with organizational strategy - HRM –changing , global
perspective challenges, environment – cross-cultural problems – emerging trends in HRM.

UNIT -II
Investment perspectives of HRM: HR Planning – Demand and Supply forecasting -
Recruitment and Selection- Sources of recruitment - Tests and Interview Techniques -
Training and Development – Methods and techniques– Job design, evaluation and Analysis -
Management development - HRD concepts.

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UNIT -III
Performance Appraisal: Importance – Methods – Traditional and Modern methods – Latest
trends in performance appraisal - Career Development and Counselling- Compensation -
Concepts and Principles- Influencing Factors- Current Trends in Compensation- Methods of
Payments in detail - Incentives rewards compensation mechanisms.

UNIT -IV
Wage and Salary Administration: Concept- Wage Structure- Wage and Salary Policies- Legal
Frame Work- Determinants of Payment of Wages- Wage Differentials - Incentive Payment
Systems. Welfare management: Nature and concepts – statutory and non-statutory welfare
measures.

UNIT -V
Managing Industrial Relations: Trade Unions - Employee Participation Schemes-Collective
Bargaining– Grievances and disputes resolution mechanisms – Safety at work – nature and
importance – work hazards – safety mechanisms - Managing work place stress.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. K Aswathappa: “Human Resource and Personnel Management”, Tata McGraw Hill,
New Delhi, 2013.
2. N. Sambasiva Rao and Dr. Nirmal Kumar: “Human Resource Management and
Industrial Relations”, Himalaya Publishing House, Mumbai.
3. Mathis, Jackson, Tripathy: “Human Resource Management: A south-Asin
Perspective”, Cengage Learning, New Delhi, 2013.
4. Subba Rao P: “Personnel and Human Resource Management-Text and Cases”,
Himalaya Publications, Mumbai, 2013.
5. Madhurima Lall, Sakina Qasim Zasidi: “Human Resource Management”, Excel
Books, New Delhi,2010.

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MARKETING MANAGEMENT
II Semester L T P C
Course Code: 194MB2T09 4 0 0 4

Course Objectives:
COB 1: To acquaint students with the concepts of marketing.
COB 2: To familiarize the student and equip them with the concepts of Planning,
designing and implementing marketing strategies to achieve the long-term
objectives.
COB 3: To familiarize them with basic changes in marketing and e-marketing.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Interpret basic concepts of marketing.
CO 2 : Classify markets into segments, Targeting and positioning of markets.
CO 3 : Understand product life cycle, product mix and Apply different pricing
strategies.
CO 4 : Analyze communication process and understand the IMC.
CO 5 : Apply Distribution, Marketing Organization and Control activities in
marketing.

Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) 3 - 1 - - 3 - - - - -
CO2 (K4) 3 - 2 - - 3 - - - - -
CO3 (K3) 3 - 2 - - 3 - - - - -
CO4 (K4) 3 - 2 - - 3 - - - - -
CO5 (K3) 3 - 2 - - 3 - - - - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K3) 3 - -
CO2 (K4) 3 - -
CO3 (K3) 3 - -
CO4 (K4) 3 - -
CO5 (K3) 3 - -

UNIT -I
Introduction to Marketing: Needs - Wants – Demands - Products - Exchange - Transactions -
Concept of Market and Marketing and Marketing Mix - Production Concept- Product
Concept - Sales and Marketing Concept - Societal Marketing Concept - Green Marketing
concept - Indian Marketing Environment.

UNIT -II
Market Segmentation, Targeting and Positioning: Identification of Market Segments -
Consumer and Institutional/corporate Clientele - Segmenting Consumer Markets -
Segmentation Basis – Evaluation and Selection of Target Markets – Positioning significance -
Developing and Communicating a Positioning Strategy.

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UNIT -III
Product and Pricing Aspects: Product – Product Mix - Product Life cycle -Obsolescence-
Pricing- Objectives of Pricing - Methods of Pricing - Selecting the Final price - Adopting
price - Initiating the price cuts - Imitating price increases-Responding to Competitor’s price
changes.

UNIT -IV
Marketing Communication: Communication Process – Communication Mix – Integrated
Marketing Communication - Managing Advertising Sales Promotion - Public relations and
Direct Marketing - Sales force – Determining the Sales Force Size - Sales force
Compensation.

UNIT -V
Distribution, Marketing Organization and Control: Channels of Distribution-Intensive,
Selective and Exclusive Distribution- Organizing the Marketing Department - Marketing
Implementation - Control of Marketing Performance - Annual Plan Control - Profitability
Control - Efficiency Control - Strategic Control.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. Phillip Kotler: “Marketing Management “, Pearson Publishers, New Delhi, 2013.
2. Rajan Saxena: “Marketing Management”, Tata McGraw Hill, New Delhi, 2012.
3. V S Ramaswamy & S Namakumari, Marketing Management Global Perspective Indian
Context 4th Edition, Mac Millan Publishers 2009.
4. Tapan K Panda: “Marketing Management”, Excel Books, New Delhi, 2012.
5. Paul Baines, Chris Fill, Kelly Page Adapted by Sinha K: “Marketing”, Oxford
University Press, Chennai, 2013.
6. Lamb, Hair, Sharma: “MKTG” Cengage Learning, New Delhi, 2013.
7. R. Srinivasan: “Case Studies in Marketing”, PHI Learning, New Delhi, 2012.

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OPERATIONS MANAGEMENT
II Semester L T P C
Course Code: 194MB2T10 4 0 0 4

Course Objectives:
COB 1: To help student learning the basic terminology and methodology of
production.
COB 2: To familiarize the student with tools and techniques of production
management.
COB 3: To familiarize them with basic changes in production techniques like
Statistical Quality Control and Total Quality Management.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand the Relationship of Operations management with other
functional areas and different types of Production Systems.
CO 2 : Do Product Design, Value Analysis, Work Measurement, and Job Design.
CO 3 : Do Forecasting and Capacity & Production Planning, and Formulate
Production Strategies.
CO 4 : Understand and Apply the techniques of Statistical Quality Control and
Total Quality Management.

Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) - 2 - - - 3 - - - - 3
CO2 (K4) - 3 - - - 3 - - - - 3
CO3 (K3) - 2 - - - 3 - - - - 3
CO4 (K2) - 1 - - - 2 - - - - 2
CO5 (K4) - 3 - - - 3 - - - - 3

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1(K3) PSO 2(K4) PSO 3(K4)
CO1 (K3) 3 2 -
CO2 (K4) 3 3 -
CO3 (K3) 3 2 -
CO4 (K2) 2 1 -
CO5 (K4) 3 3 -

UNIT-I:
Introduction to Operation Management: Nature & Scope of Operation/ Production
Management, Relationship with other functional areas, Recent trend in Operation
Management, Manufacturing & Theory of Constraint, Types of Production System, Just in
Time (JIT) & lean system.
UNIT -II:
Product Design & Process Selection: Stages in Product Design process, Value Analysis,
Facility location & Layout: Types, Characteristics, Advantages and Disadvantages, Work
measurement, Job design.

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UNIT- III:
Forecasting & Capacity Planning: Methods of Forecasting, Overview of Operation Planning,
Aggregate Production Planning, Production strategies, Capacity Requirement Planning,
MRP, Scheduling, Supply Chain Management, Purchase Management, Inventory
Management.

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

UNIT -V:
Quality Management: Quality- Definition, Dimension, Cost of Quality, Quality Circles-
Continuous improvement (Kaizen), ISO (9000&14000 Series), Statistical Quality Control:
Variable & Attribute, Process Control, Control Charts -Acceptance Sampling Operating
Characteristic Curve (AQL , LTPD, Alpha & Beta risk ), Total Quality Management (TQM).

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

Reference Books:
1. Krajewski & Ritzman (2004). Operation Management -Strategy and Analysis. Prentice
Hall of India.
2. Panner Selvem, Production and Operation Management, Prentice Hall of India.
3. Chunnawals, Production & Operation Management Himalaya, Mumbai.
4. Charry, S.N (2005). Production and Operation Management- Concepts, Methods
Strategy. John Willy & Sons Asia Pvt Limited.
5. K Aswathappa & Sridhar Bhatt, Production & Operations Management, Himalaya,
Mumbai.

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BUSINESS RESEARCH METHODS

II Semester L T P C
Course Code: 194MB2T11 4 0 0 4

Course Objectives:

COB 1: To acquaint students with concepts and theoretical and practical base for a
research project.
COB 2: To familiarize the student with significant tools and techniques of
quantitative techniques, which are useful in the decision making.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1: Formulate the process of research and importance of research.

CO 2: Classify data and use different sampling techniques/measurement scales.
CO 3: Design, Preparation and Presentation of Research Report.
CO 4: Testing of hypothesis with suitable tools.
CO 5: Use multivariate techniques and analyse dependence and independence of
samples.

Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) - 2 2 1 - - - - - - -
CO2 (K4) - 3 2 2 - - - - - - -
CO3 (K3) - 2 1 1 - - - - - - -
CO4 (K3) - 2 2 2 - - - - - - -
CO5 (K3) - 2 1 2 - - - - - - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1(K3) PSO 2(K4) PSO 3(K4)
CO1 (K3) 3 - 2
CO2 (K4) 3 - 3
CO3 (K3) 3 - 2
CO4 (K3) 3 - 2
CO5 (K3) 3 - 2

UNIT -I
Introduction: Nature and Importance of Research, The role of Business Research, Aims of
social research, Types of Research- Pure research vs. Applied research, Qualitative research
vs. Quantitative research, Exploratory research, Descriptive research and Experimental
research, ethical issues in business research- Defining Research Problem, Steps in Research
process.

UNIT -II
Data Base: Discussion on primary data and secondary data, tools and techniques of
collecting data. Methods of collecting data. Sampling design and sampling procedures.

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Random vs. Non-random sampling techniques, determination of sample size and an

appropriate sampling design. Designing Questionnaire–Measurement and Scaling – Nominal
Scale – Ordinal Scale – Interval Scale – Ratio Scale – Guttmann Scale – Likert Scale –
Schematic Differential Scale.

UNIT -III
Survey Research and data analysis: Selection of an appropriate survey research design, the
nature of field work and Field work management. Media used to communicate with
Respondents, Personal Interviews, Telephone interviews, Self-administered Questionnaires-
Editing – Coding – Classification of Data – Tables and Graphic Presentation –Preparation
and Presentation of Research Report.

UNIT -IV
Statistical Inference: Formulation of Hypothesis –Tests of Hypothesis - Introduction to Null
hypothesis vs alternative hypothesis, parametric vs. non-parametric tests, procedure for
testing of hypothesis, tests of significance for small samples, application, t-test, Chi Square
test.

UNIT -V
Multivariate Analysis: Nature of multivariate analysis, classifying multivariate techniques,
analysis of dependence, analysis of interdependence. Bi-Variate analysis-tests of differences-t
test for comparing two means and z-test for comparing two proportions and ANOVA for
complex experimental designs.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. C.R. Kothari: Research Methodology, methods and Techniques New Age
International Publisher.
2. Navdeep and Guptha: “Statistical Techniques & Research Methodology”, Kalyani
Publishers.
3. Willam G. Zikmund, Adhkari: “Business Research Methods”, Cengage Learning,
New Delhi, 2013.
4. A.N. Sadhu, Amarjit singh, Research methodology in social sciences, 7th Edition
Himalaya Publications.
5. A Bhujangarao, Research methodology, Excel Books, 2008.
6. Cooper R. Donald and Schindler S. Pamela: “Business Research Methods”, 9/e,
Tata MC Graw Hill, New Delhi.

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PROJECT MANAGEMENT
II Semester L T P C
Course Code: 194MB2O04 4 0 0 4

Course Objectives:

COB 1: To empower the student for obtaining the basic knowledge on concept of
project, project management, project life-cycle, project appraisal.
COB 2: To acquaint the students about various issues of project management.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1: Understand and apply the Environment, Problem, Screening and Selection

of the Project for the Business.
CO 2: Analyse the market feasibility and apply the suitable techniques to predict
the market demand.
CO 3: Apply the technical and legal feasibility for the project.
CO 4: Analysis the financial feasibility for project.
CO 5: Design the project implementation and review the project.

Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) 2 3 - 2 - - - - - - -
CO2 (K4) 2 2 - 2 - - - - - - -
CO3 (K3) 3 3 - 2 - - - - - - -
CO4 (K4) 3 2 - 2 - - - - - - -
CO5 (K4) 3 2 - 2 - - - - - - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1(K3) PSO 2(K4) PSO 3(K4)
CO1 (K3) 2 2 -
CO2 (K4) 2 3 -
CO3 (K3) 3 2 -
CO4 (K4) 2 2 -
CO5 (K4) 2 2 -

UNIT -I:
Basics of Project Management –Concept– Project environment – Types of Projects – Project
life cycle –Project proposals – Monitoring project progress – Project appraisal and Project
selection – Causes of delay in Project commissioning– Remedies to avoid overruns.
Identification of Investment opportunities – Sources of new project ideas, preliminary
screening of projects – Components for project feasibility studies.

UNIT- II:
Market feasibility -Market survey – Categories of Market survey – steps involved in
conducting market survey– Demand forecasting techniques, sales projections.

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UNIT- III:
Technical and Legal feasibility: Production technology, materials and inputs, plant capacity,
site selection, plant layout, Managerial Feasibility Project organization and responsibilities.
Legalities – Basic legal provisions. Development of Programme Evaluation & Review
Technique (PERT) –Construction of PERT (Project duration and valuation, slack and critical
activities, critical path interpretation) – Critical Path Method (CPM)

UNIT- IV:
Financial feasibility – Capital Expenditure – Criteria and Investment strategies – Capital
Investment Appraisal Techniques (Non DCF and DCF) – Risk analysis – Cost and financial
feasibility – Cost of project and means of financing –– Estimation of cash flows – Estimation
of Capital costs and operating costs; Revenue estimation –Income – Determinants –
Forecasting income –Operational feasibility - Breakeven point – Economics of working.

UNIT -V:
Project Implementation and Review: Forms of project organization – project planning –
project control –human aspects of project management – prerequisites for successful project
implementation – project review –performance evaluation – abandonment analysis.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Prasanna Chandra, “Projects, Planning, Analysis, Selection, Financing, Implementation
and Review”, Tata McGraw Hill Company Pvt. Ltd., New Delhi 1998.
2. Gido: Effective Project Management, 2e, Thomson, 2007.
3. Singh M.K, “Project Evaluation and Management”.
4. Vasanth Desai, Project Management, 4th edition, Himalaya Publications 2018.
5. Clifford F. Gray, Erik W. Larson, “Project Management, the Managerial Emphasis”,
McGraw Hill, 2000.

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TECHNOLOGY MANAGEMENT
II Semester L T P C
Course Code: 194MB2O05 4 0 0 4

Course Objectives:
COB 1: To make student aware of technology and its practice in the business.
COB 2: To make students aware of technological knowledge in various aspects of
the organization.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1: Defines evolution of technology and strategic innovations
CO 2: Ability to assess forecast and monitors technology.
CO 3: Intreprets the diffusions made in technology.
CO 4: Identifies the aspects of social, financial and environment on technology.
CO 5: Illustrates the need of human aspects in technology.

Mapping of Course Outcomes with Program Outcomes

CO/PO PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K1) - - - 1 3 - - - - - -
CO2 (K4) - - - 2 - - - - - - -
CO3 (K4) - - - 2 - - - - - - -
CO4 (K2) - - 3 - - - - - - -
CO5 (K3) - - - - - - 3 - - - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K3)
CO1 (K1) 3 - -
CO2 (K4) 2 - -
CO3 (K4) 2 - -
CO4 (K2) 3 - -
CO5 (K3) 3 - -

UNIT-I:
Evolution of Technology-Effects of New Technology- Technology Innovation- Invention-
Innovation- Diffusion- Revolutionary and Evolutionary Innovation- Product and Process
Innovation- Strategic Implications of Technology- Technology - Strategy Alliance- -
Convergent and Divergent Cycle- The Balanced Approach.

UNIT-II:
Technology Assessment- Technology Choice- Technological Leadership and Followership-
Technology Acquisition- Technological Forecasting- Exploratory, Intuitive, Extrapolation,
Growth Curves, Technology Monitoring- Normative: Relevance Tree, Morphological
Analysis, Mission Flow Diagram.
UNIT-III:
Diffusion of Technology- Rate of Diffusion; Innovation Time and Innovation Cost- Speed of
Diffusion- Technology Indicators- Various Indicators- Organizational Implications of

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Technology- Relationship between Technical Structure and Organizational Infrastructure-

Flexible Manufacturing Management System (FMMS).

UNIT-IV:
Financial Aspects in Technology Management- Improving Traditional Cost -Management
System- Barriers to the Evaluation of New Technology- Social Issues in Technology
Management- Technological Change and Industrial Relations- Technology Assessment and
Environmental Impact Analysis.

UNIT-V:
Human Aspects in Technology Management- Integration of People and Technology-
Organizational and Psychological Factors- Organizational Outcome- Technology Transfer-
Technology Management Scenario in India.

Suggested Readings:
1. Sharif Nawaz: Management of Technology Transfer & Development, APCFT,
Bangalore, 1983.
2. Rohtagi P K, Rohtagi K and Bowonder B: Technological Forecasting, Tata McGraw
Hill, New Delhi.
3. Betz Fredrick: Managing Technology, Prentice Hall, New Jersey.
4. Gaynor: Handbook of Technology Management, McGraw Hill.
5. Tarek Khalil: Management of Technology, McGraw Hill International, 2000.

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LEAN MANAGEMENT
II Semester L T P C
Course Code: 194MB2O06 4 0 0 4

Course Objectives:
COB 1: To understand issues and challenges in implementing and development in
lean manufacturing techniques from TPS and its contribution for
improving organizational performance.
COB 2: To acquaint the students about various issues on quality improvement in
the process of Production.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand and apply the various types of new production systems.
CO 2 : Analyze and apply the suitable techniques to improve the quality in
process of production.
CO 3 : Analyze and apply the standards in Lean system.
CO 4 : Apply the standardization of total productive maintenance.
CO 5 : Analyze and apply the Hoshin planning system.
Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K4) (K3) (K3) (K3) (K3) (K4)
CO1 (K3) 3 - 2 - - - - - - - -
CO2 (K4) - - - 2 3 - - - - - -
CO3 (K3) - - 3 - - - - - - - 2
CO4 (K3) 2 - - - - - - 2
CO5 (K3) - - 2 - - - - 3 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1(K3) PSO 2(K4) PSO 3(K4)
CO1 (K3) 3 - -
CO2 (K4) 2 - -
CO3 (K3) 3 - -
CO4 (K3) 3 - -
CO5 (K3) 3 - -

UNIT- I:
Introduction: Mass production system, Craft Production, Origin of Lean production system,
Why Lean production, Lean revolution in Toyota, Systems and systems thinking, Basic
image of lean production, Customer focus, Waste Management.

UNIT- II:
Just In Time: Why JIT, Basic Principles of JIT, JIT system, Kanban, Six Kanban rules,
Expanded role of conveyance, Production leveling, Three types of Pull systems, Value stream
mapping. JIDOKA, Development of Jidoka concept, Why Jidoka, Poka, Yoke systems,
Inspection systems and zone control – Types and use of Poka-Yoke systems, Implementation
of Jidoka.

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UNIT -III:
Kaizen: Six – Sigma philosophy and Methodologies, QFD, FMEA Robust Design concepts;
SPC, QC circles standardized work in lean system, Standards in the lean system, 5S system.

UNIT- IV:
Total Productive Maintenance: Why Standardized work, Elements of standardized work,
Charts to define standardized work, Kaizen and Standardized work Common layouts.

UNIT- V:
Hoshin Planning & Lean Culture: Involvement, Activities supporting involvement, Quality
circle activity, Kaizen training, Key factors of PKT success, Hoshin Planning System, Four
Phases of Hoshin Planning, Why Lean culture – How lean culture feels.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

References:
1. Jeffrey Liker, The Toyota Way: Fourteen Management Principles from the World's
Greatest Manufacturer, McGraw Hill, 2004.
2. Debashish Sarkar, Lessons in Lean Management,
3. Dale H., Bester field, Carol, Bester field, etal, Total Quality Management (TQM) 5e by
Pearson 2018.

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DATA BASE MANAGEMENT SYSTEM

II Semester L T P C
Course Code: 194MB2O07 4 0 0 4

Course Objectives:

COB 1: To emphasis on DBMS and how to organize, maintain and retrieve

efficiently, and effectively - information from a DBMS.
COB 2: To make students able to understand and apply the DBMS tools and
techniques effectively.

Course Outcomes:
At the end of the Course, Student will be able to:

CO 1: Understand and apply the data models of DBMS.

CO 2: Analyze and apply the ER and Relational models.
CO 3: Understand and Apply the Data Definition and Querying,
CO 4: Understand and Apply the Transactions and Concurrency.
CO 5: Understand and Apply the Advanced Topics in Databases.

Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K4) (K3) (K3) (K3) (K3) (K4)
CO1 (K3) 3 - 2 - - - - - - - -
CO2 (K4) 2 - - 3 3 - - - - - -
CO3 (K3) 3 - 3 - - - - - - - 2
CO4 (K3) 3 2 - - - - - - 2
CO5 (K3) 3 - - 2 - - - - 3 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1(K3) PSO 2(K4) PSO 3(K4)
CO1 (K3) 3 - -
CO2 (K4) 2 - -
CO3 (K3) 3 - -
CO4 (K3) 3 - -
CO5 (K3) 3 - -

UNIT- I:
Introduction to Database Systems: Data - Database Applications - Evolution of Database
- Need for Database Management – Data models - Database Architecture - Key Issues and
Challenges in Database Systems.

UNIT -II:
ER and Relational Models: ER Models – ER to Relational Mapping –Object Relational
Mapping – Relational Model Constraints - Keys - Dependencies - Relational Algebra -
Normalization - First, Second, Third & Fourth Normal Forms - BCNF – Join Dependencies.

UNIT- III:
Data Definition and Querying: Basic DDL - Introduction to SQL - Data Constraints -
Advanced SQL – Views - Triggers - Database Security – Embedded & Dynamic SQL.

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UNIT -IV:
Transactions and Concurrency: Introduction to Transactions - Transaction Systems - ACID
Properties – System & Media Recovery - Need for Concurrency - Locking Protocols – SQL
for Concurrency – Log Based Recovery - Two Phase Commit Protocol - Recovery with SQL-
Deadlocks & Managing Deadlocks.

UNIT -V:
Advanced Topics in Databases: Indexing & Hashing Techniques - Query Processing &
Optimization – Sorting & Joins – Database Tuning - Introduction to Special Topics - Spatial
& Temporal Databases – Data Mining and Warehousing.

Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.

Reference Books:
1. Abraham Silberschatz, Henry F. Korth, S. Sudharshan, ―Database System Concepts‖,
Sixth Edition, Tata McGraw Hill, 2010.
2. Ramez Elmasri, Shamkant B. Navathe, ―Fundamentals of Database Systems‖, Sixth
Edition, Pearson/Addison - Wesley, 2010.
3. C.J. Date, A. Kannan and S. Swamynathan, ―An Introduction to Database Systems‖,
Pearson Education, Eighth Edition, 2006.
4. Raghu Ramakrishnan, --Database Management Systems l, Fourth Edition, McGraw
Hill, 2015.

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IT LAB 2 (R PROGRAMMING)
II Semester L T P C
Course Code: 194MB2L03 0 0 2 2

Course Objectives:
COB 1: To make student understand how to use R Programming in Statistics &
their own Research
COB 2: To make students able to expand their knowledge of R on their own.

Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Use R for statistical programming, computation, graphics, and modelling,
CO 2 : Write functions and use R in an efficient way,
CO 3 : Fit some basic types of statistical models.
CO 4 : Use R in their owner search,
CO 5 : Be able to expand their knowledge of R on their own.
Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) 3 3 2 - - - - - - - -
CO2 (K4) 3 3 - - - - - - - -
CO3 (K3) 3 2 2 - - - - - - - -
CO4 (K3) 3 2 - - - - - - - -
CO5 (K3) 3 2 2 - - - - - - - -

S-Strongly Correlated, M-Moderately Correlated, Blank – No Correlation

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1(K3) PSO 2(K4) PSO 3(K4)

CO1 (K3) 3 3 2
CO2 (K4) 3 - 3
CO3 (K3) 3 2 2
CO4 (K3) 3 - 2
CO5 (K3) 3 2 2
UNIT-I:
Introduction, How to run R, R Sessions and Functions, Basic Math, Variables, Data Types,
Vectors, Conclusion, Advanced Data Structures, Data Frames, Lists, Matrices, Arrays,
Classes.
UNIT-II:
R Programming Structures, Control Statements, Loops, - Looping Over Non vector Sets,- If-
Else, Arithmetic and Boolean Operators and values, Default Values for Argument, Return
Values, Deciding Whether to explicitly call return- Returning Complex Objects, Functions
are Objective, No Pointers in R, Recursion, A Quicksort Implementation-Extended Extended
Example: A Binary Search Tree.
UNIT-III:
Doing Math and Simulation in R, Math Function, Extended Example Calculating Probability-
Cumulative Sums and Products-Minima and Maxima- Calculus, Functions Fir Statistical

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Distribution, Sorting, Linear Algebra Operation on Vectors and Matrices, Extended Example:
Vector cross Product- Extended Example: Finding Stationary Distribution of Markov Chains,
Set Operation, Input /output, Accessing the Keyboard and Monitor, Reading and writer Files,
UNIT-IV:
Graphics, Creating Graphs, The Workhorse of R Base Graphics, the plot () Function –
Customizing Graphs, Saving Graphs to Files.
UNIT-V:
Probability Distributions, Normal Distribution- Binomial Distribution- Poisson Distributions
Other Distribution, Basic Statistics, Correlation and Covariance, T-Tests,.-ANOVA.
Note: From all the theory content above three examples from each unit has to be taken
as lab exercises. Out of all the 15 programs, the lab exam has to be conducted.
References Books:
1. The Art of R Programming, Norman Matloff, Cengage Learning.
2. R for Everyone, Lander, Pearson.
3. R Cookbook, Paul Teetor, Oreilly.
4. R Programming By Dr. T. Murali Mohan, S. Chand Publications.
5. Garrett Grolemund, Hands on Programming with R, Oreilly.

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STRATEGIC MANAGEMENT

III Semester L T P C
Course Code: 194MB3T12 4 0 0 4

Course Objectives:
COB 1: To familiarize with the Corporate, Business and Functional Strategies.
COB 2: To facilitate in understanding methods and tools which are used in the
strategy formulation and implementation processes.
COB 3: To help in understanding and identify the business situations in which
they can be applied most effectively.
COB 4: Understand the limitations of the various approaches.

Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Determine the meaning of Vision and Mission statements of
organizations.
CO 2 : Outline environmental scanning process, strategic leadership and
strategic analysis and choice.
CO 3 : Correlate strategy formulation with developments in markets.
CO 4 : Determine the factors necessary for strategy implementation.
CO 5 : Focus on qualitative and quantitative measures used in strategic
control.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO 1 PO 2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1 (K3) 3 - 3 - - - - - - 3 1
CO 2 (K4) 2 - 3 - - - - - - 2 2
CO 3 (K4) 2 - 3 - - - - - - 2 2
CO 4 (K3) 3 - 3 - - - - - - 3 1
CO 5 (K4) 2 - 3 - - - - - - 2 2

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K3) 3 - -
CO2 (K4) 2 - -
CO3 (K4) 2 - -
CO4 (K3) 3 - -
CO5 (K4) 2 - -
UNIT-I:
Introduction: Concepts in Strategic Management, Strategic Management as a process –
Developing a strategic vision, Mission, Objectives, Policies – Factors that shape a
company’s strategy – Drafting a strategy - Industry and Competitive Analysis
UNIT-II:
Environmental Scanning and leadership: Methods. SWOT Analysis –Strategies and
competitive advantages in diversified companies and its evaluation. Strategic Analysis
and Choice: Tools and techniques- Strategic Leadership: Leadership and Style – Key
Strategic Leadership Actions - Developing Human Capital and Social Capital – Balanced
Scorecard.

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UNIT-III:
Strategy Formulation: Strategy Framework For Analyzing Competition, Porter’s
Value Chain Analysis, Competitive Advantage of a Firm, Exit and Entry Barriers -
Formulation of strategy at corporate, business and functional levels. Types of Strategies
– Tailoring strategy to fit specific industry – restructuring and diversification strategies –
different methods Turnaround strategy and diversification strategies.
UNIT-IV:
Strategy Implementation: Strategy and Structure, Leadership, culture connection -
Strategies for competing in Globalizing markets and internet economy – Organizational
Values and Their Impact on Strategy – Resource Allocation – Planning systems for
implementation.
UNIT-V:
Strategy Evaluation and control: Establishing strategic controls - Measuring
performance – appropriate measures- Role of the strategist – using qualitative and
quantitative benchmarking to evaluate performance - strategic information systems –
problems in measuring performance – Strategic surveillance -strategic audit
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
Reference Books:
1. John A Pearce II, Amita Mital: “Strategic Management”, TMH, New Delhi, 2012.
2. Sanjay Vijaya Kumar P,. Hitt A: Strategic Management, Cengage learning, New
Delhi,2010.
3. Mohapatra: “Cases Studies in Strategic Management”, Pearson, New Delhi, 2012 4.
Adrian.
4. Haberberg & Alison: Strategic Management, Oxford University Press, New Delhi,
2010.
5. P.Subba Rao: “Business Policy and Strategic Management” Text and Cases,
Himalaya Publishing House, New Delhi, 2011
6. Appa Rao, Parvatheshwar Rao, Shiva Rama Krishna: “Strategic Management and
Business Policy”, Excel Books, New Delhi, 2012

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OPERATIONS RESEARCH

III Semester L T P C
Course Code: 194MB3T13 4 0 0 4

Course Objectives:
COB 1: To import the practical knowledge & Concepts of Operational Research.
COB 2: To develop a deeper understanding the operational techniques /models for
improving the quality of managerial decisions.
COB 3: To apply these techniques constructively to make effective business
decisions.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Impart knowledge on concepts and tools of Operations Research and
Apply the Linear Programming problems for business decisions.
CO 2 : Apply the organizational problems into Research models and develop the
suitable model for optimum allocation of resources to the restored results.
CO 3 : Understand and apply different mathematical models for Optimisation of
business decision.
CO 4 : Understand the mathematical model and apply the suitable strategies
optimum solution.
CO 5 : Develop network diagrams and determine optimal duration required to
complete projects.
Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) 2 3 - 2 - 3 - - 3 - -
CO2 (K4) 3 3 - 2 - 3 - - 3 - -
CO3 (K3) 3 3 - 2 - 3 - - 3 - -
CO4 (K3) 3 2 - 3 - 3 - - 3 - -
CO5 (K4) 3 3 - 3 - 3 - - 3 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K3) 2 2 -
CO2 (K4) 4 3 -
CO3 (K3) 3 3 -
CO4 (K3) 3 3 -
CO5 (K4) 3 3 -
UNIT-I:
Importance-The History of OR-Definition-Features-Scope of Operations Research –Linear
Programming: Introduction-Advantages of using LP-Application areas of LP- Formation of
mathematical modelling, Graphical method, the Simplex Method; Justification,
interpretation of Significance of All Elements In the Simplex Tableau, Artificial variable
techniques: Big M method.
UNIT-II:
Transportation, Assignment Models: Definition and application of the transportation model,
methods for finding initial solution-tests for optimality-variations in transportation problem,
the Assignment Model, Travelling Salesman Problem.

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UNIT-III:
Dynamic Programming – Applications of D.P. (Capital Budgeting, Production Planning,
Solving Linear Programming Problem) – Integer Programming – Branch and Bound
Method.
UNIT-IV:
Game Theory: Introduction – Two Person Zero-Sum Games, Pure Strategies, Games with
Saddle Point, Mixed strategies, Rules of Dominance, Solution Methods of Games without
Saddle point – Algebraic, matrix and arithmetic methods. Simulation – Simulation
Inventory and Waiting Lines.
UNIT-V:
P.E.R.T. & C.P.M. and Replacement Model: Drawing networks – identifying critical path –
probability of completing the project within given time- project crashing – optimum cost and
optimum duration. Replacement models comprising single replacement and group
replacement.
Relevant cases have to be discussed in each unit and in examination case is compulsory from
any unit.
Reference Books:
1. Winston, Operations Research, Cengage, ND
2. Hamdy, A.Taha: “Operations Research: An Introduction”, Prentice-Hall of India, New
Delhi 2003.
3. Richard Bronson & Govindasami Naadimuthu, SCHAUM‘S OUTLINE OF THEORY &
PROBLEMS OF Operations Research, 2nd Ed., Tata Mc Graw-Hill Edition,
4. J. K. Sharma, “Operations Research: Theory and Applications”, Macmillan.
5. Hillier, Frederick S. & Lieberman, “Introduction to Operations Research Concepts and
Cases”, 2010, 8th Ed. TMH.
6. Anand Sharma, Operations Research, Himalaya Publishing House,
7. D P Apte: “Operation Research and Quantitative Techniques”, Excel Publication, New
Delhi, 2013
8. V.K. Kapoor, Operation Research Techniques for Management, Sultan Chand & Sons,
9. Kalavarthy, S. Operations Research, Vikas Publishers House Pvt Ltd.,

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LEADERSHIP AND CHANGE MANAGEMENT

(HR Elective-I)

III Semester L T P C
Course Code: 194HR3E01 4 0 0 3

Course Objectives:
COB 1: To discuss various models of Leadership Traits and theories.
COB 2: To help in understanding the importance of organizational leadership.
COB 3: To create awareness of Change Management and its Importance.
COB 4: To understand the importance learning and creative thinking in modern
organizations.
COB 5: To give clear picture and of Organizational Development Interventions.

Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the concept of Leadership theories and styles.
CO 2 : Explain about effectiveness of organizational leadership.
CO 3 : Understanding and describe the importance of Change Management.
CO 4 : Explain about learning skills and need of creative thinking in modern
organizations.
CO 5 : Analyzing the need of Organizational development interventions.
Mapping of Course Outcomes with Program Outcomes

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - - 2 - 2 -
CO2 (K2) 2 - - - - - - 2 - 2 -
CO3 (K4) 3 2 - - 2 - - 3 - 3 2
CO4 (K4) 3 2 - - 2 - - 3 - 3 2
CO5 (K2) 2 - - - - - - 2 - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -
UNIT-I:
Organizational Leadership: Definition, Components and evaluation of leadership, factors
of leadership, Situational Leadership Behaviour: Meaning, Fiedler Contingency Model, Path
Goal and Normative Models - Emerging Leadership Behaviour: Transformational,
Transactional and Visionary Leadership - Leadership for the new Millennium Organizations -
Leadership in Indian Organizations. Leadership Effectiveness: Meaning, Reddins‘ 3-D
Model, Hersey and Blanchard Situational Model, Driving Leadership Effectiveness,
Leadership for Organizational Building.
UNIT-II:
Leadership Motivation, Culture: Motivation Theories for Leadership- Emerging
Challenges in Motivating Employees. Motivation, Satisfaction, Performance. Organizational
Culture: Meaning, Definitions, Significance, Dimensions, Managing organizational Culture,

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Changing organizational Cultural. Leadership Development: Leadership development:

Significance – Continuous Learning: Principles of learning to develop effective leadership –
Vision and Goals for organization: significance of goals for leaders – Charting vision and
goals of Indian leaders and abroad.

UNIT-III:
Strategic Leadership: Leader Self-management: significance - Developing self-esteem and
balancing emotions – Interpersonal Leadership Skills: Praise – Criticize – Communicate –
Leadership Assertiveness: Circle of influence and circle of concern – Leadership with
Edification: Tools of edification – Leadership and creativity: Developing creative thinking –
Leadership and Team Building: Principles of team building, individual versus Group versus
Teams – Leadership and Integrity: Developing character and values.
UNIT-IV:
Basics of Change Management: Meaning, nature and Types of Change – change
programmes – change levers – change as transformation – change as turnaround – value
based change.
UNIT-V:
Mapping change: The role of diagramming in system investigation – A review of basic flow
diagramming techniques –systems relationships – systems diagramming and mapping,
influence charts, multiple cause diagrams- a multidisciplinary approach -Systems approach to
change: systems autonomy and behavior – the intervention strategy model – total project
management model (TPMM). Organization Development (OD): Meaning, Nature and scope
of OD - Dynamics of planned change – Person-focused and role-focused OD interventions –
Planning OD Strategy – OD interventions in Indian Organizations – Challenges to OD
Practioners Relevant cases have to be discussed in each unit and in examination case is
compulsory from any unit.
Reference Books:
1. Peter G. Northouse, Leadership, 2010, Sage. Publication.
2. Richard L. Daft ―Leadership‖ Cengage Learning 2005.
3. Uday Kumar Haldar ―Leadership and Team Building‖ Oxford Higher Education 2010.
4. Richard L Hughes, Robert C Ginnett, Gordon J Curphy ―Leadrship‖ Tata Mc Graw
Hill Education Private Limited 2012.
5. Peter Lornge, Thought leadership Meets Business, 1st edition, 2009, Cambridge.

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PERFORMANCE EVALUATION AND COMPENSATION

MANAGEMENT
(HR Elective-II)

III Semester L T P C
Course Code: 194HR3E02 4 0 0 3

Course Objectives:
COB 1: To create awareness of the basic concepts of performance management
that they are expected to face as managers at the corporate level.
COB 2: To equip with the tools and techniques of performance management for
improving their skills in decision making.
COB 3: To make the students aware of the various compensation systems.
COB 4: To equip them with the tools and techniques used for analyzing
compensation structures.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe basic concepts in performance management and illustrate the
tools and techniques of performance management.
CO 2 : Articulate various approaches related to the decision making abilities
involved in the performance management approach.
CO 3 : Describe the meaning and concept of compensation management,
Compare and contrast the practical applications of control systems for
labor costs.
CO 4 : Research pay structures and tax planning in Indian context.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 1 - - 1 - - - - - 1 -
CO2 (K2) 1 - - 1 - - - - - 1 -
CO3 (K4) 3 - - 2 1 - - - - 3 2
CO4 (K4) 3 - - 2 1 - - - - 3 2

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - 1
CO2 (K2) 2 - 1
CO3 (K4) 3 - 2
CO4 (K4) 3 - 2
UNIT-I:
Introduction: –Definition –concerns-scope-Historical developments in performance
management-Over view of performance management-Process for managing performance-
Importance –Linkage of PM to other HR processes-Performance Audit.
UNIT-II:
Performance Management Planning: Introduction-Need-Importance-Approaches-The
Planning Process—Planning Individual Performance- Strategic Planning –Linkages to
strategic planning-Barriers to performance planning-Competency Mapping-steps-Methods.

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UNIT-III:
Management System: objectives – Functions- Phases of Performance Management System-
Competency, Reward and Electronic Performance Management Systems-Performance
Monitoring and Counselling: Supervision- Objectives and Principles of Monitoring-
Monitoring Process- Periodic reviews- Problem solving- engendering trust-Role efficiency-
Coaching- Counselling and Monitoring- Concepts and Skills .

UNIT-IV:
Compensation: concept and definition – objectives and dimensions of compensation program
– factors influencing compensation –Role of compensation and Reward in Modern
organizations Compensation as a Retention strategy- aligning compensation strategy with
business strategy - Managing Compensation: Designing a compensation system – internal
and external equity– pay determinants - frame work of compensation policy - influence of
pay on employee attitude and behaviour - the new trends in compensation management at
national and international level.
UNIT-V:
Compensation Structure: Compensation Structure -History and past practices, elements of,
management compensation –Types of compensation system-Performance based and Pay
based structures-Designing pay structures-comparison in evaluation of different types of pay
structures-Significance of factors affecting-Tax Planning –Concept of Tax planning-Role of
tax planning in compensation benefits-Tax efficient compensation package-Fixation of tax
liability salary restructuring.
Relevant cases have to be discussed in each unit and in examination case is compulsory from
any unit.
Reference Books:
1. Prem Chadha: ―Performance Management‖, Macmillan India, New Delhi, 2008.
2. Michael Armstrong & Angela Baron, ―Performance Management‖: The New
Realities, Jaico Publishing House, New Delhi, 2010.
3. T.V.Rao, ―Appraising and Developing Managerial Performance‖, Excel Books, 2003.
4. David Wade and Ronad Recardo, ―Corporate Performance Management‖, Butter
Heinemann, New Delhi, 2002.
5. Dewakar Goel: ―Performance Appraisal and Compensation Management‖, PHI
Leaarning, New Delhi, 2009.
6. A.M. Sarma ―Performance Management Systems‖ Himalaya Publishing House, New
Delhi, 2010.

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HUMAN CAPITAL MANAGEMENT

(HR Elective-III)

III Semester L T P C
Course Code: 194HR3E03 4 0 0 3

Course Objectives:
COB 1: To make aware of the various issues related to Human Capital
Management.
COB 2: To help in understanding the accounting aspects of Human Resources.
COB 3: To help in analyzing the Quality of Work life in present scenario.
COB 4: To describe the various issues relating to employee’s discipline, safety &
security at work locations.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning, concepts and importance of Human Capital issues.
CO 2 : Explain about issues accounting aspects related to HR through various
models.
CO 3 : Analyzing the importance of Human resources treat like assets in modern
management.
CO 4 : Compare and describe the quality of work life.
CO 5 : Research Organizational Development Interventions.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - - 2 - 2 -
CO2 (K2) 2 - - - - - - 2 - 2 -
CO3 (K4) 3 2 - - 2 - - 3 - 3 2
CO4 (K4) 3 2 - - 2 - - 3 - 3 2
CO5 (K2) 2 - - - - - - 2 - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -
UNIT-I:
Economic theories of Human Capital: Nature and Role of Human Capital; The Human
Capital Model; Predictions of Human Capital Approach; Socio-economic relevance of labour
problems in changing scenario; Evolution of organized labour; Industrialization and
Development of Labour Economy; Growth of Labour Market in India in the globalised
stetting.
UNIT-II:
Accounting Aspects of Human Capital – Cost Based Models: Meaning, Basic Premises, Need
and Significance of HRA, Advantages and Limitation of HRA; Monetary and Non-Monetary
Models; Cost Based Models- Acquisition Cost Method, Replacement Cost Model,
Opportunity Cost Method, standard cost method, Current Purchasing Power Method

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(C.P.P.M.); Comparison of Cost incurred on Human capital and the contributions made by
them in the light of productivity and other aspects.
UNIT-III:
Accounting Aspects of Human Capital – Value Based Models: Value Based Models -
Hermanson‘s Un purchased Goodwill Method, Hermanson‘s Adjusted Discount Future
Wages Model, Lev and Schwartz Present Value of Future Earnings Model, Flamholtz‘s
Stochastic Rewards Valuation Model, Jaggi and Lau‘s Human Resource Valuation Model,
Robbinson‘s Human Asset Multiplier Method, Watson‘s Return on Effort Employed Method,
Brummet, Flamholtz and Pyle‘s Economic Value Method of Group Valuation, Morse‘s Net
Benefit Method; Recent developments in the field of Human Asset/Capital Accounting.
UNIT-IV:
Quality of Work Life: Workers‘ Participation in Management - Worker‘s Participation in
India, shop floor, Plant Level, Board Level- Quality Circles. Workers‘ education objectives -
Rewarding. Employees Engagement and Empowerment-nature-types-drivers-benefits-
measurement of Engagement-Empowerment.
UNIT-V:
Industrial Accidents and safety: meaning and definition of accident-types of industrial
accidents-cost and consequences-causes and prevention of accidents- Industrial safety –
statutory machineries for industrial safety-safety audit. Social Security: Introduction and
types –Social Security in India, Health and Occupational safety programs- work place
discipline –work place counselling-meaning –definition –types-advantages-characteristics of
an effective counsellor.
Relevant cases have to be discussed in each unit and in examination case is
compulsory from any unit. References
1. I.L.O., Social & Labour aspects of Economic Development, Geneva
2. Report of the National Commission on Labour
3. Patterson & Schol., Economic Problems of Modern Life. Mc-Graw Hill Book
Company.
4. Walter Hageabuch, Social Economics, Cambridge University Press.
5. S. Howard Patterson, Social Aspects of Industry.
6. Millis and Montgonery, Labours Progress and some Basic Labour Problems. Mc -Graw
Hill Book Company.
7. Flamholtz, Eric, Human Resource Accounting, Dickenson Publishing Co., Califf.
8. Hermanson, Roger H. Accounting for Human Assets, Occasionals Paper No.14,
Graduate School of Business Administration, Michigan State University.

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MANPOWER PLANNING, RECRUITMENT

AND SELECTION
(HR Elective-IV)

III Semester L T P C
Course Code: 194HR3E04 4 0 0 3

Course Objectives:
COB 1: To familiarize the significance of HR planning at micro and macro level.
COB 2: To understand the application of various methods of forecasting HR
Demand and Supply.
COB 3: To understand the contemporary issues in Job Analysis.
COB 4: To help in understanding the difference between Recruitment and
Selection.
COB 5: To help in assessment of Training needs.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand process of Human Resource Planning for organization and
familiar with various tools and techniques of Human Resource Planning.
CO 2 : Illustrate various strategies for Downsizing.
CO 3 : Explaining various methods of Job Analysis.
CO 4 : Analyze difference between recruitment and selection process.
CO 5 : Designing and planning for Training programmes of an organization.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - - 2 - 2 -
CO2 (K2) 2 - - - - - - 2 - 2 -
CO3 (K4) 3 2 - - 2 - - 3 - 3 2
CO4 (K4) 3 2 - - 2 - - 3 - 3 2
CO5 (K2) 2 - - - - - - 2 - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -

UNIT-I:
Basics of Human Resource Planning: Macro Level Scenario of Human Resource Planning-
Factors affecting HRP -Concepts and Process of Human Resource Planning – Methods and
Techniques of Demand Forecasting – Methods and Techniques of Supply Forecasting –
Micro Level Planning.
UNIT-II:
Manpower Planning, Human Resource Planning and Business Environment; Defining and
Drawing Manpower Systems- Stocks and Flows; Human Resource Distribution Mapping and
Identifying Surplus; Downsizing Strategies- Legal and voluntary framework.

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UNIT-III:
Analysis, design and evaluation of job: nature of job analysis, process, methods of collecting
job data, potential problems with job analysis-job design-contemporary issues-job evaluation
–process-methods.
UNIT-IV:
Recruiting and selecting the right talent: recruitment and selection needs-recruitment process-
alternative to recruitment-selection process-evaluation-barriers to effective selection-making
the selection effective.
UNIT-V:
Training and Development: Overview of training and development systems, organizing
training department, training and development policies, linking training and development to
company‘s strategy, Requisites of Effective Training, Training Needs Assessment (TNA)
Designing Training and Development Programs Evaluation of Training and Development.
Relevant cases have to be discussed in each unit and in examination case is
compulsory from any unit.
References:
1. Prior, John, Handbook of Training and Development, Jaico Publishing House,
Bombay.
2. Trvelove, Steve, Handbook of Training and Development, Blackwell Business.
3. Warren, M.W. Training for Results, Massachusetts, Addison-Wesley.
4. Craig, Robert L., Training and Development Handbook, McGraw Hill.
5. Garner, James, Training Interventions in Job Skill Development, Addison-Wesley.
6. Mathis, Jackson, Tripathy:―Human Resource Management: A south-Asin
Perspective‖, Cengage Learning, New Delhi, 2013.
7. Subba Rao P: ―Personnel and Human Resource Management-Text and Cases‖,
Himalaya Publications, Mumbai, 2013.

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INVESTMENT ANALYSIS AND PORTFOLIO

MANAGEMENT
(Finance Elective-I)

III Semester L T P C
Course Code: 194FI3E01 4 0 0 3

Course Objectives:
COB 1: To make students aware of the various concepts of Investment
Analysis and Portfolio Management.
COB 2: To understand various Investment alternatives and Investment process
and stock exchange operations.
COB 3: To understand the Equity, preference and Bond valuation models.
COB 4: To help the student in analyzing the investment decisions by using
Fundamental Analysis and Technical Analysis.
COB 5: To understand the Portfolio Analysis and Selection by using various
models.
COB 6: To understand the Portfolio Evaluation and Mutual Funds.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Identify various concepts of Investment Analysis and Portfolio
Management. Stock Exchange operations.
CO 2 : Determine the bond valuation its risks and returns.
CO 3 : Analyze the importance of investment decisions by using
Fundamental and Technical Analysis.
CO 4 : Explain the elements of portfolio models.
CO 5 : Analyze the portfolios and Mutual Funds.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K3) 3 - - - - 2 - - - 3 1
CO2 (K3) 3 - - - - 2 - - - 3 1
CO3 (K3) 2 - - - 2 2 - - - 3 1
CO4 (K4) 3 - - - 2 3 - - - 3 2
CO5 (K4) 2 - - - - 3 - - - 3 2

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K3) 3 - -
CO2 (K3) 2 - -
CO3 (K3) 2 - -
CO4 (K4) 3 - -
CO5 (K4) 2 - -

UNIT-I:
Concept of Investment, Investment Vs Speculation, and Security Investment Vs Non-
security Forms of Investment-Investment Environment in India. Investment Process - Sources
of Investment Information, Security Markets – Primary and Secondary – Types of securities
in Indian Capital Market, Market Indices. Calculation of SENSEX and NIFTY.

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UNIT-II:
Return and Risk – Meaning and Measurement of Security Returns. Meaning and Types of
Security Risks: Systematic Vs Non-systematic Risk. Measurement of Total Risk - Intrinsic
Value Approach to Valuation of Bonds - Preference Shares and Equity Shares.
UNIT-III:
Fundamental Analysis – Economy, Industry and Company Analysis, Technical Analysis –
Concept and Tools and Techniques Analysis – Technical Analysis Vs Fundamental Analysis
- Efficient Market Hypothesis; Concept and Forms of Market Efficiency.
UNIT-IV:
Elements of Portfolio Management, Portfolio Models – Markowitz Model, Efficient Frontier
and Selection of Optimal Portfolio. Sharpe Single Index Model and Capital Asset Pricing
Model, Arbitrage Pricing Theory.
UNIT-V:
Performance Evaluation of Portfolios; Sharpe Model – Jensen‘s Model for PF Evaluation,
Evaluation of Mutual Fund.
Suggested Readings:
1. Fisher DE and Jordon RJ, Security Analysis and Portfolio Management, PHI, New
Delhi
2. Ambika Prsasad Dash, Security Analysis and Portfolio Management, IK Int Pub
House, New Delhi
3. Hirt and Block, Fundamentals of Investment Management, Tata Mc Graw Hill, New
Delhi
4. Reily Frank K, Investment Analysis and Portfolio Management, Cengage, New Delhi
5. Bodie, Kane, Marcus and Mohanty, Investments, Tata Mc Graw Hill, New Delhi
6. Peter Lynch, One Up on Wall Street, Simon & Schuster Paperbacks, New York
7. Sharppe W, Alexander, GJ., & Baily JV., Investments, TMH, New Delhi
8. Avadhani, VA, SAPM, Himalaya Publishers.
9. Bhalla, VK Investment Management, S.Chand., New Delhi
10. Preeti Singh, Investment Management, Himalaya Publishers.
11. Timothy Vick, How to Pick Stocks like Warren Buffett, TMH, New Delhi

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MANAGING BANKS AND FINANCIAL INSTITUTIONS

(Finance Elective-II)

III Semester L T P C
Course Code: 194FI3E02 4 0 0 3

Course Objectives:
COB 1: To impart and to have a clear idea about the financial system works in
India and the role of RBI in India.
COB 2: To educate on Structure and Functions of RBI including Indian Banking
and its Policies, Guidelines and Regulations.
COB 3: To instill to the students Risk Management and Financial Institutions as
well as Financial Instruments.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Comprehend the Financial System in India and how it’s working.
CO 2 : Know the RBI, FDI and NBFS’s.
CO 3 : How to face Risk and how to minimize the risk.
CO 4 : Understand the Financial Institutions role to enhance our Economy.
CO 5 : Compare the Financial Instruments and Financial Institutions.
Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) 2 2 - 2 - 2 - - 2 - -
CO2 (K3) 3 3 - 3 - 3 - - 3 - -
CO3 (K3) 3 3 - 3 - 3 - - 3 - -
CO4 (K3) 3 3 - 3 - 3 - - 3 - -
CO5 (K3) 3 3 - 3 - 3 - - 3 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K3) 3 3 -
CO2 (K3) 3 3 -
CO3 (K3) 3 3 -
CO4 (K3) 3 3 -
CO5 (K3) 3 3 -

UNIT-I:
Financial System in India: Introduction - Evolution of Banking - Phases of development -
RBI and the Financial System - Committees on Banking Sector Reforms - Prudential
Banking -- RBI Guidelines and directions.
UNIT-II:
Organization, Structure and Functions of RBI and Commercial Banks: Introduction -
Origination, Structure and Functions of RBI and Commercial Banks - Role of RBI and
Commercial Banks - Lending and Operation policies - Banks as Intermediaries - NBFCs -
Growth of NBFCs - FDI in Banking Sector - Banking Regulations - Law and Practice.
UNIT-III:
Risk Management in Banks: Introduction - Asset/Liability Management Practices - Credit

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Risk Management - Credit Risk Models - Country Risk Management - Insurance Regulations
and Development Authority (IRDA).
UNIT-IV:
Financial Institutions and Development Banking: Introduction - Origin, Growth and
Lending Policies of Terms lending Institutions - Working of IDBI - IFCI - STCs - SIDBI -
LIC - GIC - UTI - Role of Financial Institutions in Capital Market.
UNIT-V:
New Financial Instruments and Institutions: Private Banks - Old generation and New
generation private banks - Foreign Banks - NSE - Depositories - DFHI - New Equity and
Debt Instruments - SEBI and RBI guidelines.
Relevant cases have to be discussed in each unit and in examination case is compulsory from
any unit.
Reference Books:
1. Koch W Timothy and Scott S Macdonald, "Bank Management" Thomson (South-
Western), Bangalore 2005 (Text Book).
2. Khan M Y., "Indian Financial System", Tata Mc Graw Hill, New Delhi, 2004.
3. Srivastava, RM., "Management of Indian Financial Institutions", Himalaya Publishing
House, Mumbai, 2005.
4. Avadhani V A., "Investments and Securities Markets in India", Himalaya Publishing
House, Mumbai, 2004.
5. Srinivasan NP and Saravanavel, P., "Development Banking in India and Abroad",
Kalyani Publications, Ludhiyana, 2001ThompsonIndia Private Limited.

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FINANCIAL MARKETS AND SERVICES

(Finance Elective-III)

III Semester L T P C
Course Code: 194FI3E03 4 0 0 3

Course Objectives:
COB 1: To inculcate understanding on Indian financial system.
COB 2: To help in understanding the importance of banks and their financial
contributions.
COB 3: To help in analyzing venture capital, mutual funds, credit rating and Micro
finance in India.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of financial markets.
CO 2 : Explain the importance of financial services and banks.
Distinguish venture capital and types of leases and factoring in Indian
CO 3 :
context.
CO 4 : Understand credit rating and Mutual funds.
CO 5 : Understand the concept of Microfinance.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - 3 - - 1 - - - 2 -
CO2 (K2) 2 - 3 - - 1 - - - 2 -
CO3 (K4) 3 - 3 - 2 3 - - - 3 2
CO4 (K4) 3 - 3 - 2 3 - - - 3 2
CO5 (K2) 2 - 3 - - 1 - - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO 1(K2) 2 - 1
CO 2(K2) 2 - 1
CO 3(K4) 3 - 3
CO 4(K4) 3 - 3
CO 5(K2) 2 - 1

UNIT-I:
Structure of Financial System – role of Financial System in Economic Development –
Financial Markets and Financial Instruments – Capital Markets – Money Markets – Primary
Market Operations – Role of SEBI – Secondary Market Operations – Regulation – Functions
of Stock Exchanges – Listing – Formalities – Financial Services Sector Problems and
Reforms.
UNIT-II:
Financial Services: Concept, Nature and Scope of Financial Services – Regulatory Frame
Work of Financial Services – Growth of Financial Services in India – Merchant Banking –
Meaning-Types – Responsibilities of Merchant Bankers – Role of Merchant Bankers in Issue
Management – Regulation of Merchant Banking in India. Leasing – types of Leases –
Evaluation of Leasing Option Vs. Borrowing.

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UNIT-III:
Venture Capital – Growth of Venture Capital in India – Financing Pattern under Venture
Capital – Legal Aspects and Guidelines for Venture Capital. Factoring, Forfeiting and Bill
Discounting – Types of Factoring Arrangements – Factoring in the Indian Context.
UNIT-IV:
Credit Rating – Meaning, Functions – Debt Rating System of CRISIL, ICRA and CARE.
Mutual Funds – Concept and Objectives, Functions and Portfolio Classification, Organization
and Management, Guidelines for Mutual Funds. Working of Public and Private Mutual Funds
in India. Debt Securitization – Concept and Application – De-mat Services-need and
Operations-role of NSDL and CSDL.
UNIT-V:
Microfinance: Over view of Microfinance, Indian Rural financial system, introduction to
Microfinance, Microfinance concepts, products, (savings, credit, insurance, pension, equity,
leasing, hire-purchase service, Microfinance in kind, Micro-remittances, Micro
Securitization. Microfinance models: Generic models viz. SHG, Grameen, and Co-operative,
variants SHG NABARD model, SIDBI model, SGSY model, Grameen Bangladesh model,
credit unions. Poverty and Need of Microfinance. Gender issues in Microfinance.
Suggested Readings:
1. Bhole & Mahakud, Financial Institutions and Market, TMH, New Delhi
2. V.A.Avadhani, Marketing of Financial Services, Himalayas Publishers, Mumbai
3. DK Murthy, and Venugopal, Indian Financial System, IK Int Pub House
4. Anthony Saunders and MM Cornett, Fin Markets & Institutions, TMH,
5. Edminister R.D., Financial Institution, Markets and Management.
6. Punithavathy Pandian, Financial Markets and Services, Vikas, New Delhi
7. Vasanth Desai, Financial Markets & Financial Services, Himalaya, Mumbai
8. Meir Khan – Financial Institutions and Markets, Oxford Press.

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TAXATION
(Finance Elective-IV)

III Semester L T P C
Course Code: 194FI3E04 4 0 0 3

Course Objectives:
COB 1: To create awareness on various concepts of Direct and Indirect Taxes.
COB 2: To help in understanding the importance of Tax planning in India.
COB 3: To help in analyzing the role of Tax in economic development.
COB 4: To help in understanding accounting for income tax.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of Direct and Indirect Taxes.
CO 2 : Explain about computation of taxable income.
CO 3 : Compare Tax Planning in Indian context with other countries.
Describe Tax planning for Amalgamation, Merger and Demerger of
CO 4 :
companies.
CO 5 : Research on Tax Audit and Tax reporting.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO 1 PO 2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1 (K2) 2 - 3 - - - - - - 2 -
CO 2 (K2) 2 - 3 - - - - - - 2 -
CO 3 (K4) 3 - 3 - 2 - - - - 3 2
CO 4 (K4) 3 - 3 - 2 - - - - 3 2
CO 5 (K2) 2 - 3 - - - - - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K2) 2 - 1
CO2 (K2) 2 - 1
CO3 (K4) 3 - 3
CO4 (K4) 3 - 3
CO5 (K2) 2 - 1

UNIT-I:
General Principles of Tax – Direct and Indirect Taxes – State Power to Levy Tax – Tax
System – Provisions of Income Tax Act 1961 – Finance Act – Basic Concepts.
UNIT-II:
Income Tax – Deductions, Computation, Payment and Accounting- deductions from Gross
Total Income, Rebates and Reliefs and Computation of Taxable Income and Tax Payable,
Filing of Income Tax Returns – Provisions, Forms and Due Dates, Notices and
Assessments.
UNIT-III:
Tax Planning for Firms, HUFs and AOPs- partnership firm under Income Tax Law, tax
deductions available to firms, Provisions relating to interest and remuneration paid to
partner, Computation of partnership firms‘ book profit, Set-off and carry-forward of losses

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of Firms and taxation of HUFs and Associations of Persons (AOPs).

UNIT-IV:
Corporate Taxation- Computation of taxable income, Carry-forward and set-off of losses for
companies, Minimum Alternative Tax (MAT), Set-off and Carry-forward of Amalgamation
Losses, Tax Planning for Amalgamation, Merger and Demerger of Companies, Tax
Provisions for Venture Capital Funds.
UNIT-V:
Tax Audit and Accounting for Income Tax - Tax Audit, Qualities and Qualifications
Required in Tax Auditors, Forms, Reports and Returns and Tax Reporting and Disclosure in
Financial Statements.
Suggested Readings:
1. Dr. V.K. Singhania & Dr. Kapil Singhania, Direct Taxes Law and Practice, Taxman
Publications Pvt. Ltd., New Delhi.
2. Bhagavati Prasad, Direct Taxes Law and Practice, Wishwa Prakashan, New Delhi.
3. Dinkar Pagare, Income Tax and Practice, Sultan Chand and Sons, New Delhi.

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CONSUMER BEHAVIOR
(Marketing Elective-I)

III Semester L T P C
Course Code: 194MA3E01 4 0 0 3

Course Objectives:
COB 1: To develop an understanding on consumer behavior, characteristics,
purchase- decision making process, customer relations and its
application to marketing strategy.
COB 2: To develop an understanding of peoples' consumption-related
behaviors and to develop and evaluate marketing strategies intended to
influence those behaviors.
COB 3: To enlighten the students with the concepts and Practical applications of
consumer behavior and consumerism.
COB 4: To equip them with the tools and techniques of economic analysis for
improving their decision-making skills.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand the concept of Consumer Behavior.
Understand the concept of perception, motivation, and personality in
CO 2 :
organizational context.
CO 3 : Articulate consumerism and consumer protection Act 1986.
CO 4 : Appraise the importance of communication with consumer behavior.
Mapping of Course Outcomes with Program Outcomes

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - 2 - - 2 1
CO2 (K2) 2 - - - - - 2 - - 2 2
CO3 (K3) 3 - - - - - 3 - - 3 2
CO4 (K4) 3 - - - - - 3 - - 3 1

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO 1(K2) 3 1 -
CO 2(K2) 2 1 -
CO 3(K3) 2 2 -
CO 4(K4) 3 3 -

UNIT-I:
Introduction to Consumer Behaviour: Consumer Behaviour – Definition, Consumer and
Customers, Buyers and Users, Organisations as Buyers, Development of Marketing Concept,
Consumer Behaviour and its Applications in Marketing, Consumer Behaviour and Marketing
Communications: Introduction, Marketing Communication Flow, Communications Process,
Interpersonal Communication, Persuasive Communications,
UNIT-II:
Marketing Segmentation and Positioning: Introduction, Requirements for Effective
Segmentation, Bases for Segmentation, Product Positioning: An Introduction, Positioning

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Strategy, Positioning Approaches, Positioning Errors Consumer Motivation: Introduction,

Needs and Goals, motivational Conflict, Defense Mechanisms, Motive Arousal, Motivational
Theories, Maslow‘s hierarchy of needs
UNIT-III:
Situational Influence on Consumer‘s Decision and the Decision Models: Introduction, Nature
of Situational Influence, Situational Variables, Types of Consumer Decisions, Nicosia Model
of Consumer Decision-making (Conflict Model), Howard-Sheth Model (also called Machine
Model), Engel, Blackwell, Miniard Model (also called Open System).
UNIT-IV:
Consumer Personality: Introduction, Self-concept, personality Theories, Brand Personality,
emotions Consumer Perception: Introduction, Sensation (Exposure to Stimuli), Perceptual
Selection, Perceptual Organisation, Factors that Distort Individual Perception, Price
Perceptions, Perceived Product and Service Quality, Consumer Risk Perceptions.
UNIT-V:
Consumer Decision-making Process – Problem Recognition, Information Search and
Evaluation of Alternatives: Introduction, Problem Recognition, Information Search,
Evaluation of Alternatives. Outlet Selection, Purchase and Post Purchase Behaviour,
Introduction, Outlet Selection and Purchase, Post Purchase Behaviour
Suggested Readings:
1. Ramneek Kapoor, Nnamdi O Madichie: ―Consumer Behaviour Text and Cases‖,
TMH, New Delhi, 2012.
2. Ramanuj Majumdar: ―Consumer Behavior insight from Indian Market‖, PHI
Learning, New Delhi, 2011.
3. M.S. Raju: ―Consumer Behavior Concepts, applications and Cases‖, Vikas Publishing
House, New Delhi, 2013.

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RETAIL MANAGEMENT
(Marketing Elective-II)

III Semester L T P C
Course Code: 194MA3E02 4 0 0 3

Course Objectives:
COB 1: To acquaint the students with the concepts, principles and postulates of
retail Management.
COB 2: To familiarize the student with the different scenario of retail formats
existing in the market world.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Able to understand the basic concept of retailing in India.
CO 2 : Familiar the various retail strategies and retail locations in India.
Know the concept of Store Layout and Design & Pricing Strategies to
CO 3 :
attract the customers.
Understand various Customer Relationship Management strategies at
CO 4 :
retail stores in India.
CO 5 : Understand Retailing in International Context.
Mapping of Course Outcomes with Program Outcomes

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - - - 2 2 -
CO2 (K2) 2 - - - - - - - 2 2 -
CO3 (K2) 2 - - - - - - - 2 2 -
CO4 (K2) 2 - - - - - - - 2 2 -
CO5 (K4) 3 - - - - - - 3 3 1

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO 1(K2) 3 - 1
CO 2(K2) 2 - 1
CO 3(K2) 2 - 1
CO 4(K2) 3 - 1
CO 5(K4) 2 - 3

UNIT-I:
Introduction to Retailing: Introduction, Meaning of Retailing, Economic Significance of
Retailing, Retailing Management Decision Process, Product Retailing vs. Service Retailing,
Retailing Marketing Environment: Elements in a Retail Marketing Environment,
Environmental Issues, Indian vs. Global Scenario.
UNIT-II:
The Retail Marketing Segmentation: Introduction, Importance of Market, Segmentation in
Retail, Targeted Marketing Efforts, Criteria for Effective Segmentation, Dimensions of
Segmentation, Positioning Decisions , Limitations of Market Segmentation Store Location
and Layout: Introduction, Types of Retail Stores Location, Factors Affecting Retail Location
Decisions, Country/Region Analysis, Trade Area Analysis, Site Evaluation, Site Selection,
Location Based Retail Strategies.

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UNIT-III:
Store Location and Layout: Introduction, Target Market and Retail Format, Gauging Growth
Opportunities, Building a Sustainable Competitive Advantage, the Strategic Retail Planning
Process, Differentiation Strategies, Positioning Decisions, Retail Pricing- Introduction,
Establishing Pricing Policies, Factors Influencing Pricing, Pricing Strategies, Psychological
pricing, Mark-up and Mark-down Pricing.
UNIT-IV:
Customer Relationship Management in Retailing-Introduction, Benefits of Relationship
Marketing, Management of Relationship, Principles of CRM, Customer Relationship
Management Strategies, Components of CRM, Customer Service in Retailing, CRM and
Loyalty Program Understanding Integrated Marketing Communication, - Integrated
marketing process, Tools of IMC, Upcoming tools of IMC, Factors influencing the Increased
use of sales promotion.
UNIT-V:
International Retailing- Introduction, Stages in Retail Global Evolution, Reasons for Going
Global, Benefits of Going Global, Other Opportunities and Benefits of Going Global, Market
Entry Methods.
Suggested Readings:
1. Sheikh and Kaneez Fatima, ―Retail Management‖, Himalaya Publishing House,
Mumbai, 2012.
2. A.J. Lamba:‖ The Art of Retailing‖, Tata McGraw Hill Education Pvt. Ltd. N.
Delhi.2011
3. Sivakumar, A, ―Retail Marketing‖, Excel Books, New Delhi, 2007.
4. Swapna Pradhan, ―Retail management‖, Tata McGraw Hill Education Pvt. Ltd. New
Delhi, 2012.

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STRATEGIC MARKETING MANAGEMENT

(Marketing Elective-III)

III Semester L T P C
Course Code: 194MA3E03 4 0 0 3

Course Objectives:
COB 1: To understand the various components of Business environment and to
device strategies to face global competition.
COB 2: To equip with the tools and techniques for analyzing marketing strategies
of different companies.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand and apply the concepts of strategic marketing management to
the business.
CO 2 : Explain the Corporate restructuring strategy for marketing of models.
CO 3 : Understand and apply the strategies for implementation of marketing.
CO 4 : Compare and contrast strategic marketing evaluation.
CO 5 : Apply the recent trends of strategic marketing and linkage to business in
the Indian context.
Mapping of Course Outcomes with Program Outcomes
CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) 3 3 - 3 - 3 - - 3 - -
CO2 (K4) 3 3 - 3 - 3 - - 3 - -
CO3 (K3) 3 3 - 3 - 3 - - 3 - -
CO4 (K4) 3 3 - 3 - 3 - - 3 - -
CO5 (K4) 3 3 - 3 - 3 - - 3 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO 1(K3) 3 3 -
CO 2(K4) 3 3 -
CO 3(K3) 3 3 -
CO 4(K4) 3 3 -
CO 5(K4) 3 3 -
UNIT-I:
Introduction to Strategic Marketing Management: Strategic marketing process. Concept of
strategic marketing. Levels of Strategies-Corporate, Business and Operational level. Strategy
Formulation – Vision, Mission, Objectives and Goals of business and their relationship with
Strategic Marketing Management. Considerations for formulation of marketing strategies for
all components of Product, Price, Promotion and Distribution.
UNIT-II:
Corporate restructuring and strategy evaluation: Introduction to corporate restructuring, need
for corporate restructuring and its forms. Evaluation of strategic alternatives, types of
strategic alternatives like portfolio analysis and its techniques. Model as basic foundation of
Strategic Marketing - McKinsey‘s 7s framework for analyzing and improving organizational
effectiveness.

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UNIT-III:
Marketing Strategy Implementation – Integration of Marketing Strategies and their
application to different business sectors – FMCG, Industrial, & Services. Constraints in
marketing strategy implementation.
UNIT-IV:
Marketing Strategy Evaluation: Marketing Audits & their scope – Measurement of Marketing
Performance and its feedback to next year‘s Marketing strategy formulation. Economic losses
due to disasters-Issues and Strategies for preventing disasters and preparedness measures.
UNIT-V:
Recent trends in strategic marketing management - Eco-friendly strategies. Growing need of
public private partnership. Corporate Social Responsibility (CSR), strategies of linking CSR
with profit and sustainability.
Relevant cases have to be discussed in each unit and in examination case is compulsory from
any unit.
Suggested Readings:
1. Thompson/Strickland, Strategic Management : Concepts and Cases, McGrawHill
Companies; 11th edition.
2. India Private Limited.
3. David Hunger and Thomas L. Wheelen "Strategic Management" Addison Wesley; 6
Sub edition.
4. William F. Glueck, Business Policy and Strategic Management, McGraw-Hill.
5. Azhar Kazmi, Strategic Management and Business Policy, Third Edition.

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DIGITAL AND SOCIAL MEDIA MARKETING

(Marketing Elective-IV)

III Semester L T P C
Course Code: 194MA3E04 4 0 0 3

Course Objectives:
COB 1: To Develop social marketing tactics that integrate with other online and
off line marketing channels and programs.
COB 2: To Identify how to effectively utilize common social marketing
techniques, such as crowdsourcing and viral marketing.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concept of Digital Marketing.
CO 2 : Explain the Channels of Digital Marketing.
CO 3 : Distinguish the concepts of Digital Marketing Plan.
CO 4 : Understanding the importance of Search Engine Marketing.
CO 5 : Describe the concept of. Social Media Marketing.
Mapping of Course Outcomes with Program Outcomes
PO 1 PO 2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1 (K2) 2 - 3 - - 1 - - - 2 -
CO 2 (K2) 2 - 3 - - 1 - - - 2 -
CO 3 (K4) 3 - 3 - - 3 - - - 3 2
CO 4 (K4) 3 - 3 - - 3 - - - 3 2
CO 5 (K2) 2 - 3 - - 1 - - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K2) 2 - 1
CO2 (K2) 2 - 1
CO3 (K4) 3 - 3
CO4 (K4) 3 - 3
CO5 (K2) 2 - 1
UNIT-I:
Understanding Digital Marketing: Concept, Components of Digital Marketing, Need and
Scope of Digital Marketing, Benefits of Digital Marketing, Digital Marketing Platforms and
Strategies, Comparison of Marketing and Digital Marketing, Digital Marketing Trends.
UNIT-II:
Channels of Digital Marketing: Digital Marketing, Website Marketing, Search Engine
Marketing, Online Advertising, Email Marketing, Blog Marketing, Social Media Marketing,
Audio, Video and Interactive Marketing, Online Public Relations, Mobile Marketing,
Migrating from Traditional Channels to Digital Channels. Marketing in the Digital Era
Segmentation – Importance of Audience Segmentation, How different segments use Digital
Media –Organizational Characteristics, Purchasing Characteristics, Using Digital Media to
Reach, Acquisition and Retention of new customers, Digital Media for Customer Loyalty.
UNIT-III:
Digital Marketing Plan: Need of a Digital Marketing Plan, Elements of a Digital Marketing

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Plan – Marketing Plan, Executive Summary, Mission, Situational Analysis, Opportunities and
Issues, Goals and Objectives, Marketing Strategy, Action Plan, Budget, Writing the
Marketing Plan and Implementing the Plan.
UNIT-IV:
Search Engine Marketing and Online Advertising Importance of SEM, understanding Web
Search – keywords, HTML tags, Inbound Links, Online Advertising vs. Traditional
Advertising, Payment Methods of Online Advertising – CPM (Cost-per-Thousand) and CPC
(Cost per-click), Display Ads - choosing a Display Ad Format, Landing Page and its
importance.
UNIT-V:
Social Media Marketing: Understanding Social Media, Social Networking with Facebook,
LinkedIn, Blogging as a social medium, Microblogging with Twitter, Social Sharing with
YouTube, Social Media for Customer Reach, Acquisition and Retention. Measurement of
Digital Media: Analyzing Digital Media Performance, Analyzing Website Performance,
Analyzing Advertising Performance.
Reference Books:
1. Michael R Solomon, & Tracy Tuten (2015), Social Media Marketing, Indian Edition,
1st edition, Pearson Education, ISBN: 978-93-325-3656-2.
2. Aleksej Heinze, Digital and Social Media Marketing: A Results-driven Approach,
Routledge, Taylor & Francis Group, 2017.

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DATA MINING FOR BUSINESS DECISIONS

(Systems Elective-I)

III Semester L T P C
Course Code: 194SY3E01 4 0 0 3

Course Objectives:
COB 1: The Course Is Designed To Gain Student Will Be Able To Apply Data
Mining Techniques For Quicker And Better Decisions.
COB 2: Students will learn how to analyze the data, identify the problems, and
choose the relevant models and algorithms to apply.
COB 3: The Course Is Designed To Gain Students will be enabled to understand
and implement classical models and algorithms in data mining.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand why there is a need for data mining and in what ways it is
different from traditional statistical techniques.
CO 2 : Understand the details of different algorithms made available by popular
commercial data mining software.
CO 3 : Solve real data mining problems by using the right tools to find interesting
patterns.
CO 4 : Understand the details of different data mining Techniques.
CO 5 : Understand the details of web mining.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - - 2 - 2 -
CO2 (K2) 2 - - - - - - 2 - 2 -
CO3 (K4) 3 2 - - 2 - - 3 - 3 2
CO4 (K4) 3 2 - - 2 - - 3 - 3 2
CO5 (K2) 2 - - - - - - 2 - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -
UNIT-I:
Introduction to Data Mining: Introduction-- Scope of Data Mining-- What is Data Mining--
How does Data Mining Works-- Predictive Modeling-- Data Mining and Data Warehousing--
Architecture for Data Mining: Profitable Applications-- Data Mining Tools:
UNIT-II:
Business Intelligence: Introduction, Business Intelligence-- Business Intelligence tools--
Business Intelligence Infrastructure-- Business Intelligence Applications-- BI versus Data
Warehouse--BI versus Data Mining-- Future of BI. Data Pre-processing: Introduction-- Data
Pre-processing Overview-- Data Cleaning-- Data Integration and Transformation-- Data
Reduction-- Discretization and Concept Hierarchy Generation.

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UNIT-III:
Data Mining Techniques An Overview: Introduction-- Data Mining-- Data Mining Versus
Database Management System-- Data Mining Techniques- Association rules—
Classification—Regression—Clustering-- Neural networks. Clustering—Introduction—
Clustering-- Cluster Analysis-- Clustering Methods- K means-- Hierarchical clustering--
Agglomerative clustering-- Divisive clustering-- clustering and segmentation software--
evaluating clusters.
UNIT-IV:
Web Mining—Introduction—Terminologies-- Categories of Web Mining – Web Content
Mining-- Web Structure Mining-- Web Usage Mining-- Applications of Web Mining and
Agent based and Data base approaches-- Web mining Software.
UNIT-V:
Applications of Data mining: Introduction-- Business Applications Using Data Mining Risk
management and targeted marketing-- Customer profiles and feature construction-- Medical
applications (diabetic screening)-- Scientific Applications using Data Mining-- Other
Applications.
Reference Books:
1. Introduction to data mining by Tan, Steinbach & Kumar.
2. Data Mining: Concepts and Techniques, Third Edition by Han, Kamber & Pei.
3. Data Mining and Analysis Fundamental Concepts and Algorithms by Zaki & Meira.
4. Data Mining: The Textbook by Aggarwal.
5. Data Mining for Business Intelligence by Galit Shmueli, Nitin R.Patel, Peter C.Bruce

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MANAGING SOFTWARE PROJECTS

(Systems Elective-II)

III Semester L T P C
Course Code: 194SY3E02 4 0 0 3

Course Objectives:
COB 1: To Outline the Need for Software Project Management.
COB 2: To Highlight Different Techniques For Software Cost Estimation And
Activity Planning.
COB 3: To Practice Project Management Principles While Developing A
Software.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Deliver successful software projects that support organizations strategic
goals.
CO 2 : Plan and manage projects at each stage of the software development life
cycle (SDLC).
CO 3 : Learn about the activity planning and risk management principles.
CO 4 : Manage software projects and control software deliverables.
CO 5 : Develop skills to manage the various phases involved in project
management and people management.
Mapping of Course Outcomes with Program Outcomes

PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - - 2 - 2 -
CO2 (K2) 2 - - - - - - 2 - 2 -
CO3 (K4) 3 2 - - 2 - - 3 - 3 2
CO4 (K4) 3 2 - - 2 - - 3 - 3 2
CO5 (K2) 2 - - - - - - 2 - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -
UNIT-I:
Project Evaluation And Project Planning - Importance Of Software Project Management –
Activities Methodologies – Categorization Of Software Projects – Setting Objectives –
Management Principles – Management Control – Project Portfolio Management – Cost-
Benefit Evaluation Technology – Risk Evaluation – Strategic Program Management –
Stepwise Project Planning.
UNIT-II:
Project Life Cycle - Software Process And Process Models – Choice Of Process Models –
Mental Delivery – Rapid Application Development – Agile Methods – Extreme
Programming – Scrum – Managing Interactive Processes.

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UNIT-III:
Effort Estimation - Basics Of Software Estimation – Effort And Cost Estimation Techniques
– Cosmic Full Function Points – Cocomo II A Parametric Productivity Model – Staffing
Pattern.
UNIT-IV:
Activity Planning - Objectives Of Activity Planning – Project Schedules – Activities –
Sequencing And Scheduling – Network Planning Models – Forward Pass & Backward Pass
Techniques – Critical Path (Crm) Method.
UNIT-V:
Risk Management - Risk Identification – Assessment – Monitoring – Pert Technique – Monte
Carlo Simulation – Resource Allocation – Creation Of Critical Patterns – Cost Schedules.
Reference Books:
1. Robert K. Wysocki “Effective Software Project Management” – Wiley
Publication,2011.
2. Walker Royce: “Software Project Management”- Addison-Wesley, 1998.
3. Gopalaswamy Ramesh, “Managing Global Software Projects” – McGraw Hill
Education (India), Fourteenth Reprint 2013.

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WEB DESIGNING
(Systems Elective-III)

III Semester L T P C
Course Code: 194SY3E03 4 0 0 3

Course Objectives:
COB 1: To make the students aware of fundamental concepts in web designing.
COB 2: To equip with the tools and techniques used in web designing.
COB 3: To help in understanding problems faced by Indian organizations in web
Designing.
COB 4: To create awareness in latest techniques used for web designing.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe fundamental concepts of web designing.
CO 2 : Explain HTTP and other models.
CO 3 : Distinguish between HTML and HTTP.
CO 4 : Compare cascading style sheets and its practical applications.
CO 5 : Research on Java scripts and HTML forms.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - 3 - - 1 - - 2 - -
CO2 (K2) 2 - 3 - - 1 - - 2 - -
CO3 (K4) 3 - 3 - 2 3 - - 3 - 2
CO4 (K4) 2 - 3 - 2 3 - - 3 - 2
CO5 (K2) 2 - 3 - - 1 - - 2 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO/ PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - 1
CO2 (K2) 2 - 1
CO3 (K4) 3 - 3
CO4 (K4) 3 - 3
CO5 (K2) 2 - 1
UNIT-I:
Web Fundamentals: Introduction To The Web, History of the Web, Protocols Governing
the Web, Creating Websites for Individuals and the Corporate World, Web Applications,
Writing Web Projects, Identification of Objects, Target User, Web Team, Planning and
Process Development, Web Architecture, Major Issues in the Web Solutions Development,
Web Servers(Apache Web Server), Web Browsers, Internet Standards, TCP/IP Protocol
Suite, IP Addresses, MIME, Cyber Laws.
UNIT-II:
Hyper Text Transfer Protocol (HTTP): Introduction - Web Server and Clients, Resources,
URL and its Anatomy – Examples, Message Format, Persistent and Non-Persistent
Connections, Web Caching, Proxy. Java Network Programming- Java and the Net, Java
Networking Classes, and Interfaces, Looking up Internet Address, Client/Server Programs,
Socket Programming, E -mail Client. (lab sessions to be conducted)

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UNIT-III:
Hyper Text Markup Language (HTML): Introduction, Structure, Text, Lists, Links,
Images,
Tables, Forms, Frames, Images, and Meta Tags. (lab sessions to be conducted).
UNIT-IV:
Cascading Style Sheets (CSS): Introduction, Advantages, Color, Text, Boxes, Lists, Tables
and Forms, Layout, Images, HTML5 Layout. (Lab Sessions to be conducted).
UNIT-V:
JavaScript Introduction: Variables, Literals, Operators, Control Structure, Conditional
Statements, Arrays, Functions, Objects, JavaScript and HTML DOM, Advanced JavaScript,
and HTML Forms (Lab sessions to be conducted).
(Lab Sessions to be conducted wherever it is required)
Reference Books:
1. Uttam K Roy: “Web Technologies” –– Oxford University Press, 2010
2. Jon Duckett: “HTML & CSS: Design and Build Websites” – John Wiley & Sons,2014.

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BUSINESS ANALYTICS
(Systems Elective-IV)

III Semester L T P C
Course Code: 194SY3E04 4 0 0 3

Course Objectives:
COB 1: The Course Is Designed To Gain an Understanding Of How Managers
Use Business Analytics To Formulate And Solve Business Problems.
COB 2: To Support Managerial Decision Making.
COB 3: The Course Familiarizes The Students With The Processes Needed To
Develop, Report, And Analyze Business Data.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : How Managers Use Business Analytics to Solve Business problems.
CO 2 : Understand how Business Analytics support Managerial Decision Making.
CO 3 : Understand the process needed to Develop, Report and Analyze Business
Data.
CO 4 : Understand analytics on spreadsheet.
CO 5 : Understand the basics of Big Data, Master Data and Data Mining.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - - 2 - 2 -
CO2 (K2) 2 - - - - - - 2 - 2 -
CO3 (K4) 3 2 - - 2 - - 3 - 3 2
CO4 (K4) 3 2 - - 2 - - 3 - 3 2
CO5 (K2) 2 - - - - - - 2 - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/ PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -
UNIT-I:
Introduction to Business Analytics: Evolution of Business analytics, scope, Data for Business
Analytics, Models in Business Analytics, problem solving with business analytics- Types of
data, Integrating Analytics with business, Business Analytics for Competitive Advantage,
Descriptive, Predictive, and Prescriptive Analytics, Dashboards Business Analytics Process
Cycle.
UNIT-II:
Analytics on Spreadsheets: Basic Excel, Excel Formulas, Excel Functions, Data Queries.
Descriptive Analytics: Descriptive Statistical measures - Populations and samples, Statistical
notations, Measures of Location, Measures of Dispersion, and Measures of Association.
Statistical Inference: Hypothesis testing, one-Sample Test, Two-Sample Test, Two tailed
Hypothesis for mean, ANOVA. Predictive Analytics: Simple Linear regression, Multiple

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Linear regression, Residual Analysis, Building regression models, Regression with

categorical Independent variables – CASE STUDIES.
UNIT-III:
Machine Learning, Supervised Learning and Unsupervised Learning, Clustering &
Segmentation, Affinity/ Association Analysis, Data Reduction, Visual Analytics and Data
Visualization Prescriptive Analytics: Building Linear Optimization models, Implementing
Linear Optimization models on spreadsheets, Solving Linear Optimization models- CASE
STUDIES.
UNIT-IV:
Marketing Analytics, Models and metrics- Market Insight – Market data sources, sizing,
PESTLE trend analysis, and porter five forces analysis - Market basket Analysis, Text
Analytics, Spreadsheet Modelling - Sales Analytics: E Commerce sales mode, sales metrics,
profitability metrics and support metrics.
UNIT-V:
Introduction to Big Data, Master Data Management. Data Mining on what kind of data, What
kinds of patterns can be mined, Which technologies are used, Which kinds of applications are
targeted, Major issues in Data Mining. Getting to know your Data: Data Objects and
Attribute Types, Basic Statistical Descriptions of Data, Data Visualization, Measuring data
Similarity and Dissimilarity.
Reference Books:
1. Analytics at Work by Thomas H. Davenport, Jeanne G.Harris and Robert Morison,
Harvard Business Press, 2010.
2. Getting Started with Business Analytics: Insightful Decision – Making by David
Hardoon, Galit Shmueli, Chapman & Hall/CRC, 2013.
3. Business Intelligence: A Managerial Approach by Efraim Turban, Ramesh Sharda,
Dursun Delen and Daid King, Pearson Publication, 2012.
4. Business Intelligence Making Decision through Data Analytics, Jerzy Surma, Business
Expert Press, 2011.
5. Successful Business Intelligence: Secrets to Making BI a Killer App by Cindi Howson,
Tata McGraw Hill Edition 2012. 6. R for Everyone: Advanced Analytics and Graphics,
Jared Lander, Addison Wesley.

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SUPPLY CHAIN MANAGEMENT AND ANALYTICS

IV Semester L T P C
Course Code: 194MB4T14 4 0 0 4

Course Objectives:
COB 1: To make the students aware of the various concepts of supply chain
management.
COB 2: To help the student in understanding the importance of supply chain
management decisions in today’s business situations.
COB 3: To help the student in analyzing the role supply chain management in
making cost effective and value adding business decisions.
COB 4: To help them in applying concepts of supply chain management for
improving their decision-making skills.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of supply chain management.
CO 2 : Explain the importance of supply chain performance.
CO 3 : Understand various concepts linking with supply chain relationships.
CO 4 : Analyzing role of information technology in supply chain management.
CO 5 : Research on inventory management in supply chain management.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1 (K2) 2 - - - - 1 2 - - 2 -
CO 2 (K2) 2 - - - - 1 2 - - 2 -
CO 3 (K4) 3 - - - - 3 3 - - 3 2
CO 4 (K4) 3 - - - - 3 3 - - 3 2
CO 5 (K2) 2 - - - - 1 2 - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO 1 (K2) 2 - 1
CO 2 (K2) 2 - 1
CO 3 (K4) 3 - 3
CO 4 (K4) 3 - 3
CO 5 (K2) 2 - 1
UNIT-I:
Basics of Supply Chain Management: Introduction to Supply Chain Management –
Evolution- Different views of Supply Chain – Supply Chain Strategy – Supply Chain Drivers
– Developing Supply Chain Strategy- Strategic fit in Supply Chain. Analytics in Supply
Chain Management.
UNIT-II:
Supply Chain Analysis - Types of Supply Chains - Advanced Planning - Structure of
Advanced - Planning Systems-Strategic Network Planning - Demand Planning - Master
Planning - Demand Fulfillment and ATP - Production Planning and Scheduling Purchasing
and Material Requirements Planning Distribution and Transport – Planning - Coordination
and Integration - Collaborative Planning.

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UNIT-III:
Set covering and Set Partitioning Problems, Travelling Salesman Algorithms, Advanced
Vehicle Routing Problem Heuristics, Scheduling Algorithms-Deficit function Approach and
Linking Algorithms.
UNIT-IV:
Fuzzy Logic and Techniques-Application in SCM - Recent issues in SCM: Role of
computer/ IT in supply chain management, CRM Vs SCM, Benchmarking concept, features
and implementation, outsourcing –basic concepts, value addition in SCM – concept of
demand chain management.
UNIT-V:
Inventory Management in Supply Chain- Network Design in Supply Chain- Alternative
Channels of Distribution- Location Decisions in Supply Chain-Implementing Advanced
Planning Systems - The Definition of a Supply - Chain Project -The Implementation Process-
SCM in a Pharmaceutical – Company Food and Beverages - Computer Assembly
Semiconductor – Manufacturing.
Suggested Readings:
1. Mohanty R.P, S.G Deshmuki ―Supply Chain Management‖ Biztantra, New Delhi
2. Sunil Chopra, Peter Meindl, Supply Chain Management ,Pearson Education, India.

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INNOVATION AND ENTREPRENEURSHIP

DEVELOPMENT
IV Semester L T P C
Course Code: 194MB4T15 4 0 0 4

Course Objectives:
COB 1: To make aware of the various concepts of entrepreneurship.
COB 2: To help in understanding concept of creativity in entrepreneurship and
entrepreneurial plan.
COB 3: To help in understanding and analyzing operation problems in
entrepreneurship.
COB 4: To help in understanding family and non-family entrepreneurs,
Institutional support for entrepreneurship.
COB 5: To help in understanding importance and the role of innovation in
entrepreneurship.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of entrepreneurship development.
CO 2 : Explain the importance of training in Entrepreneurship development.
CO 3 : Explain the problems involved in the process of entrepreneurship
between planning and evaluation of projects.
CO 4 : Compare and contrast family and non-family entrepreneurs.
CO 5 : Research on innovation in entrepreneurship.
Mapping of Course Outcomes with Program Outcomes

PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO11
CO/PO
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - 1 2 - - 2 -
CO2 (K2) 2 - - - - 1 2 - - 2 -
CO3 (K4) 3 - - - - 3 3 - - 3 2
CO4 (K4) 3 - - - - 3 3 - - 3 2
CO5 (K2) 2 - - - - 1 2 - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K2) 2 - 1
CO2 (K2) 2 - 1
CO3 (K4) 3 - 3
CO4 (K4) 3 - 3
CO5 (K2) 2 - 1
UNIT-I:
Entrepreneurship: Definition of Entrepreneur, Entrepreneurial motivation and barriers;
Internal and external factors; Types of entrepreneurs; Theories of entrepreneurship;
Classification of entrepreneurship. Creativity and Innovation: Creative Problems Solving,
Creative Thinking, Lateral Thinking, Views of De Bono, Khandwala and others, Creative
Performance in terms of motivation and skills.

UNIT-II:
Creativity and Entrepreneurial Plan: Idea Generation, Screening and Project
Identification, Creative Performance, Feasibility Analysis: Economic, Marketing,

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Financial and Technical; Project Planning, Evaluation, Monitoring and Control,

segmentation, Targeting and positioning of Product, Role of SIDBI in Project Management.
UNIT-III:
Operation problems: Incubation and Take-off, Problems encountered Structural, Financial
and Managerial Problems, Types of Uncertainty. Institutional support for new ventures:
Supporting organizations; Incentives and facilities; Financial Institutions and Small-scale
Industries, Govt. Policies for SSIs.
UNIT-IV:
Family and non-family entrepreneurs: Role of Professionals, Professionalism vs. family
entrepreneurs, Role of Woman entrepreneur, Sick industries, Reasons for Sickness,
Remedies for Sickness, Role of BIFR in revival, Bank Syndications.
UNIT-V:
Introduction to Innovation management, Managing Innovation within Firms,
Business strategy & organization Knowledge, New Product Strategy & Managing
New Product Development, Role of Technology in Management of innovation, Managing
for Intellectual Property Right.
References:
1. Couger, C-Creativity and Innovation (IPP, 1999).
2. Nina Jacob, -Creativity in Organisations (Wheeler, 1998).
3. Jonne & Ceserani-Innovation & Creativity(Crest) 2001.
4. BridgeSetal-Understanding Enterprise: Entrepreneurship and Small Business
(Palgrave,2003).
5. Holt-Entrepreneurship: New Venture Creation (Prentice-Hall) 1998.
6. Singh P & Bhanderkar A-Winning the Corporate Olympiad: The Renaissan cearadigm
(Vikas).
7. Dollinger M J-Entrepreneurship (Prentice-Hall, 1999).
8. Tushman, M.L. & Lawrence, P.R. (1997)-Managing Strategic Innovation & Change
Oxford.
9. Jones T. (2003)-Innovating at the Edge: How Organizations Evolve and Embed
Innovation Capability. Butter work Heinemann, U. K.
10. Amidon, D. M. (1997)-Innovation Strategy for the Knowledge Economy: The
Kanawakening. Butter work-Heinemann, New Delhi, India.

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LABOR WELFARE & EMPLOYMENT LAWS

(HR Elective-V)
IV Semester L T P C
Course Code: 194HR4E05 4 0 0 3

Course Objectives:
COB 1: To help in understanding different legislations in labour welfare.
COB 2: To establish practical understanding about the applications of legislations.
COB 3: To help in analyzing the impact of legislations on Human resource
management.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : To describe the meaning and concept of welfare.
CO 2 : To explain labour welfare programmes.
CO 3 : To Evaluation of labour legislation.
CO 4 : To understand the concept of Industrial relations and related laws.
CO 5 : To understand the concept of trade unions and other wages legislations.
Mapping of Course Outcomes with Program Outcomes

CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - 3 - - - - - 2 2 -
CO2 (K2) 2 - 3 - - - - - 2 2 -
CO3 (K4) 3 - 3 - 2 - - - 3 3 2
CO4 (K4) 3 - 3 - 2 - - - 3 3 2
CO5 (K2) 2 - 3 - - - - - 2 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 3 - -
UNIT-I:
Labour Welfare: Concept, scope and philosophy, principles and approaches of labour
welfare, Indian constitution on labour, Agencies of labour welfare and their role. Impact of
ILO on labour welfare in India.

UNIT-II:
Labour welfare programmes: Statutory and non-statutory, extra mural and intra mural,
Central Board of Workers‘ Education; Workers‘ Cooperatives- Welfare Centres -Welfare
Officers‘ Role, Status and Function, Signs of poor welfare.
UNIT-III:
Labour Legislation: Objectives-Principles-Classification-Evaluation of Labour legislation in
India- Factories Act 1948, Definitions - Objectives of Act - Factory Inspectorate: – Measures
to be taken by Factories for Health, Safety and Welfare of Workers - Working Hours - Wage
and Compensation - Provisions Relating to Hazardous Processes - Annual Leave with Wages
- Special Provisions - Obligations by Employer and Employee - Offences and Penalties.,

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Contract Labour (Regulation and Abolition) Act 1970 and A.P. Shops and Establishments
Act.
UNIT-IV:
Industrial Relations Legislation: Industrial Disputes Act 1947Concept, objectives, Types of
Strikes and their Legality – Authorities under the Act and their Duties – Voluntary Reference
of Disputes to Arbitration – Types of Strikes and Lock-outs Wages for Strike and Lock-out
Period– Change in Conditions of Service. Industrial Employment (standing orders) Act 1946
Certification of Draft Standing Orders – Appeals – Date of Operation of Standing Orders –
Posting of Standing Orders – Payment of Subsistence Allowance.
UNIT-V:
Trade Unions Act 1926. Definitions - Scope and Significance – Characteristics - Types of
Trade Unions - Reasons for Joining Trade Unions - Advantages and Disadvantages of Trade
unions Legislations of Trade Unions- Rights and Privileges. Wage and Social Security
Legislation: Payment of wages Act 1936 - Minimum wages Act 1948 - Payment of Bonus
Act 1966 -. Payment of Gratuity Act 1972 - Workmen‘s Compensation Act 1923 -
Employees State Insurance Act 1948 - Maternity Benefit Act 1961 and Employees Provident
Fund and Miscellaneous Provisions Act 1952.
Relevant cases have to be discussed in each unit and in examination case is compulsory from
any unit.
References:
1. Govt. of India (Ministry of Labour, 1969). Report of the Commission on Labour
Welfare, New Delhi: Author.
2. Govt. of India (Ministry of Labour, 1983). Report on Royal Commission on Labour in
India, New Delhi: Author.
3. Malik, P.L: ―Industrial Law‖, Eastern Book Company. Laknow,1977
4. Moorthy, M.V: ―Principles of Labour Welfare‖, Oxford University Press, New Delhi.
5. Pant, S.C: ―Indian Labour Problems‖, Chaitanya Pub. House. Allahabad.

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INTERNATIONAL HUMAN RESOURCE MANAGEMENT

(HR Elective-VI)
IV Semester L T P C
Course Code: 194HR4E06 4 0 0 3

Course Objectives:
COB 1: To make them understand the Global HR Perspective in New Economy .
COB 2: To help in understanding the HR concepts in international assignments.
COB 3: To help in understanding the importance of cross culture in IHRM.
COB 4: To help in understanding international approaches to compensation and
HRD.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the Challenges of Globalization, differentiate between domestic
and international HRM.
CO 2 : Understand various concepts like staffing, training and development,
appraisal in global perspective.
CO 3 : Learn factors affecting cross cultural management with theories and
challenges faced by Indian MNC’s.
CO 4 : Compare and contrast global compensation management practices and
domestic practices.
CO 5 : Learn Global Strategic Advantages through HRD.
Mapping of Course Outcomes with Program Outcomes
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - 2 - - - - - 2 2 -
CO2 (K2) 2 - 2 - - - - - 2 2 -
CO3 (K4) 2 - 3 - 2 - - - 3 2 2
CO4 (K4) 3 - 2 - 2 - - - 3 2 2
CO5 (K2) 3 - 3 - - - - - 2 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -
UNIT-I:
Introduction: A Global HR Perspective in New Economy-Challenges of Globalization -
Implications of Managing People and Leveraging Human Resource - Strategic Role of
International HRM – Distinction between Domestic and International HRM – HR Challenges
at International Level.
UNIT-II:
Managing International Assignments: Significance -Global HR Planning – Staffing policy –
Training and development – performance appraisal –International Labour relations –
Industrial democracy - Positioning Expatriate – Repatriate – factors of consideration -
Strategies - Legal content of Global HRM- International assignments for Women - Problems.

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UNIT-III:
Cross Culture Management: Importance – Concepts and issues – Understanding Diversity –
Managing Diversity Cross- Cultural Theories – Hofstede‘s Model – Kluchkohn –
Strodthbeck Model – Andre- Laurent‘ Theory – Cultural Issues. considerations - Problems –
Skill building methods – Cross Culture Communication and Negotiation – Cross Culture
Teams. Talent crunch – Indian MNCs and Challenges.
UNIT IV
Compensation Management: Objectives -Importance – Concepts- Trends - Issues – Methods
– Factors of Consideration – Models – incentive methods – Approaches of Compensation in
Global Assignments - global compensation implications on Indian systems - Performance
Management.
UNIT V
Global Strategic Advantages through HRD: Measures for creating global HRD Climate –
Strategic Frame Work of HRD and Challenges - Globalization and Quality of Working Life
and Productivity – Challenges in Creation of New Jobs through Globalization- New
Corporate Culture.
Relevant cases have to be discussed in each unit and in examination case is compulsory from
any unit.
References:
1. Subba Rao P: ―International Human Resource Management‖, Himalaya Publishing
House, Hyderabad, 2011.
2. Nilanjan Sen Gupta: ―International Human Resource Management Text and cases‖
Excel Books, New Delhi.
3. Tony Edwards :―International Human Resource Management‖, Pearson Education,
New Delhi, 2012.
4. Aswathappa K, Sadhana Dash: ―International Human Resource Management, TMH,
New Delhi, 5. Monir H Tayeb: ―International Human Resource Management‖, Oxford
Universities Press, Hyderabad, 2012.

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EMPLOYEE RELATIONS AND ENGAGEMENT

(HR Elective-VII)
IV Semester L T P C
Course Code: 194HR4E07 4 0 0 3

Course Objectives:
COB 1: To make aware of the various concepts of Industrial Relations.
COB 2: To help in understanding the importance of congenial Industrial relations.
COB 3: To help in analyzing the role of industrial relations in organizational
development.
COB 4: To help in understanding concept of employee engagement.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of industrial relations.
CO 2 : Explain about contribution of Trade unions in managing industrial
relations.
CO 3 : Critically analyze and Redressal employee grievances.
CO 4 : Understanding the consequences of industrial disputes.
CO 5 : Designate the role of managers in engaging the employees.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO 1 PO 2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1 (K2) 2 - 3 - - 1 - - - 2 -
CO 2 (K2) 2 - 3 - - 1 - - - 2 -
CO 3 (K4) 3 - 3 - 2 3 - - - 3 2
CO 4 (K4) 3 - 3 - 2 3 - - - 3 2
CO5 (K2) 2 - 3 - - 1 - - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K2) 2 1 -
CO2 (K2) 2 1 -
CO3 (K4) 3 3 -
CO4 (K4) 3 3 -
CO5(K2) 2 1 -

UNIT I:
Industrial Relations Management: Concept-meaning and scope of IR-system frame work-
Theoretical perspective- Evaluation –Background of industrial Relations in India- Influencing
factors of IR in enterprise and the consequences. Globalization and IR- Recent Trends in
Industrial Relations.
UNIT II:
Trade Unions: Introduction-Definition and objectives-growth of Trade Unions in India -
Union recognition-Union Problems-Employees Association- Collective Bargaining –
Characteristics-Importance-Principles-The process of CB-Participation in the bargaining
process-Essential conditions for the success of collective bargaining –Negotiating techniques
and skills.

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UNIT III:
Employee Grievances: Causes of Grievances – Grievances Redressal Machinery – Discipline
in Industry _ Measures for dealing with Indiscipline–Standing Orders- Code Discipline.

UNIT IV:
Industrial Disputes: Meaning, nature and scope of industrial disputes - Cases and
Consequences of Industrial Disputes –Prevention and Settlement of industrial disputes in
India.
UNIT V :
Employee Engagement : Concept-Definition-Elements- Factors- Levels - Driers of Employee
Engagement-Measurement-Strategies- The role of managers in engaging the employees.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. C.S Venkataratnam: ―Industrial Relations‖, Oxford University Press, New Delhi,
2011.
2. Sinha: ―Industrial Relations, Trade Unions and Labour Legislation‖, Pearson
Education, New Delhi, 2013.
3. Mamoria: ―Dynamics of Industrial Relations‖, Himalaya Publishing House, New
Delhi, 2010.
4. B.D. Singh: ―Industrial Relations‖ Excel Books, New Delhi, 2010.
5. Arun Monappa: ―Industrial Relations‖, TMH, New Delhi. 2012.
6. Prof. N. Sambasiva Rao and Dr. Nirmal Kumar: ―Human Resource Management and
Industrial Relations‖, Himalaya Publishing House, Mumbai.
7. Ratna Sen: ―Industrial Relations‖, Mac Millon Publishers, New Delhi, 2011.

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STRATEGIC HUMAN RESOURCE MANAGEMENT

(HR Elective-VIII)

IV Semester L T P C
Course Code: 194HR4E08 4 0 0 3

Course Objectives:
COB 1: To inculcate strategic orientation in the students.
COB 2: To create awareness on strategic orientation of human resources.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concept of Strategic human resource
management.
CO 2 : Explain the concepts of strategic human resource planning.
CO 3 : Distinguish the concepts of strategy implementation.
CO 4 : Compare and contrast Human resource development strategies at
various levels.
CO 5 : Research different human resource evaluation systems.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - 3 - - 1 - - - 2 -
CO2 (K2) 2 - 3 - - 1 - - - 2 -
CO3 (K4) 3 - 3 - - 3 - - - 3 2
CO4 (K4) 3 - 3 - - 3 - - - 3 2
CO5 (K2) 2 - 3 - - 1 - - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - 1
CO2 (K2) 2 - 1
CO3 (K4) 3 - 3
CO4 (K4) 3 - 3
CO5 (K2) 2 - 1

UNIT I:
Human Resource Strategy: Introduction to Strategic Human Resource Management -
Evaluation objectives and Importance of Human Resources Strategy- Strategic fit – A
conceptual framework - Human Resources contribution to strategy - Strategy driven role
behaviors and practices – Theoretical Perspectives on SHRM approaches - Linking
business strategies to HR strategies.
UNIT II:
Strategic Human Resource Planning: Objectives, benefits, levels of strategic planning-
Activities related to strategic HR Planning-Basic overview of various strategic planning
models-Strategic HR Planning model-Components of the strategic plan.
UNIT III:
Strategy Implementation: Strategy implementation as a social issue-The role of Human
Resource- Work force utilization and employment practices-Resourcing and Retention
strategies-Reward and Performance management strategies

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UNIT IV:
Strategic Human Resource Development: Concept of Strategic Planning for HRD-
Levels in Strategic HRD planning-Training and Development Strategies-HRD
effectiveness.
UNIT V:
Human Resource Evaluation: Overview of evaluation - Approaches to evaluation,
Evaluation Strategic contributions of Traditional Areas - Evaluating Strategic
Contribution of Emerging Areas-HR as a Profit centre and HR outsourcing strategy.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
References:
1. Charles R. Greer: “Strategic Human Resource Management” - A General Manager
Approach - Pearson Education, Asia.
2. Fombrum Charles & Tichy: “Strategic Human Resource Management” – John
Wiley Sons, 1984.
3. Dr. Anjali Ghanekar “Strategic Human Resource Management” Everest Publishing
House, Pune 2009.
4. Tanuja Agarwala “Strategic Human Resource Management” Oxford University
Press, New Delhi 2014.

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FINANCIAL DERIVATIVES
(Finance Elective-V)

IV Semester L T P C
Course Code: 194FI4E05 4 0 0 3

Course Objectives:
COB 1: To make aware of various concepts financial Derivatives.
COB 2: To help in understanding the importance of financial Derivatives.
COB 3: To help in analyzing the Derivative contracts.
COB 4: To help in understanding the factors effecting Derivatives pricing.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of Derivatives.
CO 2 : Distinguish between Forward and futures.
CO 3 : Describe trading strategies involved in Options
CO 4 : Analysis various Options pricing models.
CO 5 : Explain economic functions of Swap transactions.
Mapping of Course Outcomes with Program Outcomes
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - 1 - 1 - - - 2 -
CO2 (K2) 2 - - 1 - 1 - - - 2 -
CO3 (K4) 3 - - 3 2 3 - - - 3 2
CO4 (K4) 3 - - 3 2 3 - - - 3 2
CO5 (K2) 2 - - 1 - 1 - - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 1 -
CO2 (K2) 2 1 -
CO3 (K4) 3 3 -
CO4 (K4) 3 3 -
CO5 (K2) 2 1 -

UNIT I:
Introduction to Financial Derivatives – Meaning and Need – Growth of Financial Derivatives
in India – Derivative Markets – Participants- Functions – Types of Derivatives – Forwards –
Futures – Options-Swaps – The Regulatory Framework of Derivatives Trading in India.
UNIT II:
Features of Futures –Differences Between Forwards and Futures – Financial Futures –
Trading – Currency Futures – Interest Rate Futures – Pricing of Future Contracts- Value at
Risk (VaR)-Hedging Strategies – Hedging with Stock Index Futures – Types of Members and
Margining System in India – Futures Trading on BSE & NSE.
UNIT III:
Options Market – Meaning & Need – Options Vs Futures -Types of Options Contracts – Call
Options – Put Options- Trading Strategies Involving Options – Basic Option Positions –
Margins – Options on Stock Indices – Option Markets in India on NSE and BSE.

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UNIT IV:
Option Pricing – Intrinsic Value and Time Value- Pricing at Expiration – Factors Affecting
Options pricing- Put-Call Parity Pricing Relationship- Pricing Models - Introduction to
Binominal Option Pricing Model – Black Scholes Option Pricing Model.
UNIT V:
Swaps – Meaning – Overview – The Structure of Swaps – Interest Rate Swaps – Currency
Swaps – Commodity Swaps – Swap Variant – Swap Dealer Role –Equity Swaps – Economic
Functions of Swap Transactions - FRAs and Swaps.
Suggested Readings:
1. Hull C. John, ―Options, Futures and Other Derivatives‖, Pearson Educations Publishers,
2. David Thomas. W & Dubofsky Miller. Jr., Derivatives valuation and Risk
Management, Oxford University, Indian Edition.
3. N.D. Vohra & B.R. Baghi, Futures and Options, Tata McGraw-Hill Publishing
Company Ltd.
4. Red Head: Financial Derivatives: An Introduction to Futures, Forward, Options‖
Prentice Hall of India.
5. David A. Dubofsky, Thomas W. Miller, Jr.: Derivatives: Valuation and Risk
Management, Oxford University Press.
6. Sunil K. Parameswaran, ―Futures Markets: Theory and Practice‖ Tata-
McGraw-Hill Publishing Company Ltd.
7. D.C. Patwari, Financial Futures and Options, Jaico Publishing House.
8. T.V. Somanathan, Derivatives, Tata McGraw-Hill Publishing Company Ltd.
9. NSE Manual of Indian Futures & Options & www. Sebi.com
10. S.C. Gupta, Financial Derivatives: Theory, Concepts and Problems, Prentice Hall of
India.

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GLOBAL FINANCIAL MANAGEMENT

(Finance Elective-VI)
IV Semester L T P C
Course Code: 194FI4E06 4 0 0 3

Course Objectives:
COB 1: To enlighten the students with the Concepts and Practical applications of
Global Financial Management.
COB 2: To help the students in understanding the concepts of interest rates and
exports.
COB 3: To help the students in analyzing the global business practices and operations.

Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of global financial management.
CO 2 : Explain about Management of Exchange and Interest Rates Exposure.
CO 3 : Distinguish Management of Global Business Operations and Practices
with that of domestic operations.
CO 4 : Compare international investment decisions.
CO 5 : Research on global indebtedness.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO 11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1 (K2) 2 - - 3 - 1 - - - 3 -
CO 2 (K4) 2 - - 3 - 1 - - - 3 -
CO 3 (K4) 3 - - 3 2 3 - - - 2 3
CO 4 (K2) 3 - - 3 2 3 - - - 2 3
CO 5 (K2) 2 - - 3 - 1 - - - 3 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1 (K2) PSO 2 (K4) PSO 3 (K5)
CO 1(K2) 3 - -
CO 2(K4) 3 - -
CO 3(K4) 2 - -
CO 4(K2) 2 - -
CO 5(K2) 3 - -

UNIT I:
International Monetary and Financial System: Evolution; Breton Woods Conference and
Other Exchange Rate Regimes; European Monetary System, South East Asia Crisis and
Current Trends.
UNIT II:
Foreign Exchange Risk: Transaction Exposure; Accounting Exposure and Operating
Exposure – Management of Exposures – Internal Techniques, Management of Risk in
Foreign Exchange Markets: Forex Derivatives – Swaps, futures and Options and Forward
Contracts.
UNIT III:
Features of Different International Markets: Euro Loans, CPs, Floating Rate Instruments,
Loan Syndication, Euro Deposits, International Bonds, Euro Bonds and Process of Issue of

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GDRs and ADRs.

UNIT IV:
Foreign Investment Decisions: Corporate Strategy and Foreign Direct Investment;
Multinational Capital Budgeting; International Acquisition and Valuation, Adjusting for Risk
in Foreign Investment.
UNIT V:
International Accounting and Reporting; Foreign Currency Transactions, Multinational
Transfer Pricing and Performance Measurement; Consolidated Financial Reporting.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
Suggested Readings:
1. Buckley Adrin, Multinational Finance, 3rd Edition, Engle Wood Cliffs, Prentice Hall
of India.
2. S.P. Srinivasan, B. Janakiram, International Financial Management, Wiley India, New
Delhi.
3. Clark, International Financial Management, Cengage, ND
4. V. Sharan, International Financial Management, 3rd Edition, Prentice Hall of India.
5. A.K. Seth, International Financial Management, Galgothia Publishing Company.
6. P.G. Apte, International Financial Management, Tata McGrw Hill, 3rd Edition.
7. Bhalla, V.K., International Financial Management, 2nd Edition, New Delhi, Anmol,
2001.
8. V.A. Avadhani, International Financial Management, Himalaya Publishing House.
9. Bhalla, V.K., Managing International Investment and Finance, New Delhi, Anmol,
1997.

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RISK MANAGEMENT
(Finance Elective-VII)
IV Semester L T P C
Course Code: 194FI4E07 4 0 0 3

Course Objectives:
COB 1: To make aware of the various concepts of financial risk management
COB 2: To help in understanding the importance of financial risk management
COB 3: To help in analyzing the role risk management in Business.
COB 4: To help in understanding problems faced in financial risk management.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of financial risk management.
CO 2 : Explain the issues in measurement a nd m a n ag em ent of risk.
CO 3 : Understand various tools and techniques of financial risk management.
CO 4 : Describe the meaning and types of SWAPS.
CO 5 : Analyze various types of options.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO 1 PO 2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1 (K2) 2 - - 1 - 1 - - - 2 -
CO 2 (K2) 2 - - 1 - 1 - - - 2 -
CO 3 (K4) 3 - - 3 2 3 - - - 3 2
CO 4 (K4) 3 - - 3 2 3 - - - 3 2
CO 5 (K2) 2 - - 1 - 1 - - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K2) 2 1 -
CO2 (K2) 2 1 -
CO3 (K4) 3 3 -
CO4 (K4) 3 3 -
CO5 (K2) 2 1 -

UNIT I:
Introduction The concept of Risk, Nature, Need and scope of risk. Source, measurement,
identification and evaluation of Risk. Types of risk–Product market risk and capital market
risk. Possible Risk events, Risk Indicators, Risk Management Process–pre- requisites and
fundamentals. Misconceptions of Risk. An integrated approach to Corporate Risk
Management. Risk management approaches and methods. A comprehensive view of Risk in
Financial Institutions. Risk reporting process–internal and external.
UNIT II:
Measurement and Management of Risk: Value at risk (VaR): The concept, computation,
stresses testing, back testing. Cash flow at risk (CaR): VaR and CaR to make investment
decisions. Managing risk when risk is measured by VaR or CaR Non-Insurance methods of
Risk Management-Risk Avoidance, Loss Control, Risk Retention and Risk Transfer. Asset-
Liability Management (ALM): evolution & concept, RBI guidelines. Capital Adequacy.
Management of interest rate risk, liquidity risk, credit risk and exchange rate risk.

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UNIT III:
Techniques and Tools of Risk Management: Forward contracts and Futures contracts The
concept of Derivatives and types of Derivatives. The role of Derivative securities to manage
risk and to exploit opportunities to enhance returns. Individuals, speculators, hedgers,
arbitrageurs and other participants in Derivatives Market. Forward contracts: Definition,
features and pay-off profile of Forward contract. Valuation of forward contracts. Forward
Contracts to manage Commodity price risk, Interest rate risk and exchange rate risk.
Limitations of Forward contract. Futures contracts: Definition. Clearing house, margin
requirements, marking to the market. Basis and convergence of future price to spot price.
Valuation of Futures contract. Differences between forward contracts and futures contracts.
Risk management with Futures contracts–the hedge ratio and the portfolio approach to a risk–
minimizing hedge.
UNIT IV:
Techniques and Tools of Risk Management: SWAPS Definition, types of swaps. Interest rate
swaps, Currency swaps. Interest rate Swaps: Mechanics of Interest rate swaps. Using Interest
rate Swaps to lower borrowing costs, hedge against risk of rising and falling interest rates.
Valuation of interest rate Swaps. Pricing of Interest rate swaps at origination and valuing of
Interest rate swaps after origination. Currency Swaps: Types of Currency Swaps. Valuation
of currency swaps. Using Currency Swaps to lower borrowing costs in foreign country, to
hedge against risk of a decline in Revenue, to hedge against risk of an increase in Cost, to
hedge against risk of a decline in the value of an asset, to hedge against risk of a rise in the
value of a liability. Pricing of currency swap at origination and valuing of currency swap after
origination.
UNIT V:
Techniques and Tools of Risk Management: Options Definition of an option. Types of
options: call option, put option, American option and European option. Options in the money,
at the money and out of the money. Option premium, intrinsic value and time value of
options. Pricing of call and put options at expiration and before expiration. Options on stock
indices and currencies. The Binominal option pricing model (BOPM): assumptions - single
and two period models. The Black & Scholes option pricing model (BSOPM): assumptions.
Suggested Readings:
1. Dun and Bradstreet, ―Financial Risk Management‖, 2007, TMH, Delhi.
2. Paul Hopkins, Kogan Page, ―Fundamentals of Risk Management‖, 2010, Institute of
Risk Management.
3. Ravi Kumar, ―Asset Liability Management‖, Vision Books Pvt. Ltd.

Aditya Engineering College (A) 99

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BEHAVIOURAL FINANCE
(Finance Elective-VIII)
IV Semester L T P C
Course Code: 194FI4E08 4 0 0 3

Course Objectives:
COB 1: To help students appreciate the limitations of ‘rational‘ models of
investment decision making;
COB 2: To introduce students to an alternate framework for understanding price
discovery in the markets;
COB 3: To help students identify persistent or systematic behavioral factors that
influence investment.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and Concepts and Practical applications of
Behavioral Finance.
CO 2 : Explain about Decision making in historical prospective.
CO 3 : Fundamental information and iurialtechnical analysis – the case for
psychological influence.
CO 4 : Systematic approach to using behavioral factors in corporate decision
making.
CO 5 : Experimental measurement of risk-related - Measuring Risk.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO 1 PO 2 PO 3 PO 4 PO 5 PO 6 PO 7 PO 8 PO 9 PO 10 PO 11
(K2) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1(K2) 3 - - 3 - 1 - - - 3 -
CO 2(K4) 2 - - 3 - 1 - - - 2 -
CO 3(K4) 2 - - 3 2 3 - - - 2 3
CO 4(K2) 3 - - 3 2 3 - - - 2 3
CO 5(K2) 2 - - 3 - 1 - - - 3 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1 (K2) PSO 2 (K4) PSO 3 (K5)
CO 1(K2) 2 - -
CO 2(K4) 3 - -
CO 3(K4) 3 - -
CO 4(K2) 2 - -
CO 5(K2) 3 - -

UNIT I:
Introduction to Behavioural finance – Nature, scope, objectives and application; Investment
Decision Cycle: Judgment under Uncertainty :Cognitive information perception -
Peculiarities (biases) of quantitative and numerical information perception - Weber law -
Subjective probability – Representativeness – Anchoring - Asymmetric perception of gains
and losses framing and other behavioural effects - Exponential discounting - Human
economic behaviour - Discount factors for short and long horizons - Experimental
measurement of the discount factor - Hyperbolic discounting.

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UNIT II:
Utility/ Preference Functions: Expected Utility Theory [EUT] and Rational Thought:
Decision making under risk and uncertainty - Expected utility as a basis for decision-making
– Theories based on Expected Utility Concept – Decision making in historical prospective -
Allais and Elsberg‘s Paradoxes - Rationality from an economics and evolutionary prospective
– Herbert Simon and bounded rationality- Investor rationality and market efficiency -
Empirical data that questions market efficiency.
UNIT III:
Behavioural Factors and Financial Markets: The Efficient Markets Hypothesis – Fundamental
Information and Financial Markets - Information available for Market Participants and
Market Efficiency -Market Predictability –The Concept of limits of Arbitrage Model - Asset
management and behavioural factors - Active Portfolio Management: return statistics and
sources of systematic underperformance. - Fundamental information and technical analysis –
the case for psychological influence.
UNIT IV:
Behavioral Corporate Finance: Behavioral factors and Corporate Decisions on Capital
Structure and Dividend Policy - Capital Structure dependence on Market Timing - Mergers
and Acquisitions. Systematic approach to using behavioral factors in corporate decision
making. External Factors and Investor Behaviour: Mechanisms of the External Factor
influence on risk perception and attitudes - Connection to human psychophysiology and
emotional regulation Active portfolio management – the source of the systematic
underperformance.
UNIT V:
Emotions and Decision – Making: Experimental measurement of risk-related - Measuring
Risk - Emotional mechanisms in modulating risk-taking attitude - Neurophysiology of risk
taking. Personality traits and risk attitudes in different domains.
Relevant cases have to be discussed in each unit and in examination case is compulsory
from any unit.
Suggested Readings:
1. Behavioral Finance: Psychology, Decision-Making, and Markets", by Ackert and
Deaves.
2. The Psychology of Investing by John R.
3. Understanding Behavioral Finance by Ackert Nofsinger, Pearson Prentice Hall, (4th
Edition)
4. What Investors Really Want - Learn the lessons of behavioral Finance, Meir Statman,
McGraw-Hill.
5. Handbook of Behavioral Finance – Brian R. Bruce.
6. Behavioral finance - Wiley Finance - Joachim Goldberg, Rüdiger von Nitzsch.
7. Plous, Scott, 1993, The Psychology of Judgment and Decision Making, Ch 10-15.
8. Shleifer, Andrei, 2000, Are Financial Markets Efficient?, Chapter 1 in Inefficient.
9. Markets, Oxford University Press. Ackert, L., and R. Deaves, 2010, Behavioral
Finance: Psychology, Decision-Making and.
10. Markets, South-Western Cengage Learning, Mason, Ohio. Nofsinger, J. R., 2001,
Investment Madness, Prentice Hall.
11. Mitchell, O. S., and S. P. Utkus, eds., 2004. Pension Design and Structure: New
Lessons.

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12. from Behavioral Finance (Oxford University Press, New York, New York). Shleifer,
Andrei (2000): Inefficient Markets: An Introduction to Behavioral.
13. Finance, Oxford University Press, Oxford. Montier, James (2002): Behavioral Finance,
John Wiley & Sons, New York.
14. Plous, S. (1993). The psychology of judgment and decision-making NY: McGrawHill.

Aditya Engineering College (A) 102

AR19 MBA

SERVICES MARKETING
(Marketing Elective-V)

IV Semester L T P C
Course Code: 194MA4E05 4 0 0 3

Course Objectives:
COB 1: To understand the theory and concepts pertaining to Services marketing.
COB 2: To understand effective service marketing strategies that emphasizes the
value exchange between suppliers and their customers.
COB 3: To help in analysing the effects of Services Marketing.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Develop familiarity with the concepts of Services.
CO 2 : Enhance their abilities to apply service strategies.
CO 3 : Distinguish between factors affecting Management of Services Marketing.
CO 4 : Compare Service Delivery Process.
CO 5 : Research on Service Marketing Practices.
Mapping of Course Outcomes with Program Outcomes
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1(K2) 2 - - - - - - - - 2 -
CO2(K2) 2 - - - - - - - - 2 -
CO3(K3) 3 - - - 2 - - - - 3 2
CO4(K4) 3 - - - 2 - - - - 3 2
CO5(K2) 2 - - - - - - - - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/ PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K3) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -

UNIT I:
Introduction to Services Marketing: Understanding Services, Differences in Goods versus
Services, Emerging Service Environment, Classification of Services. Service Market
Segmentation, Targeting & Positioning: Process of market segmentation, customer loyalty
Segmentation, Targeting and Positioning service value addition to the service product,
planning and branding service products, new service development.
UNIT II:
Pricing strategies for services: Service pricing, establishing monetary pricing objectives
foundations of pricing objectives, pricing and demand, putting service pricing strategies into
practice. Service promotion: The role of marketing communication. Implication for
communication strategies, setting communication objectives, marketing communication mix.
UNIT III:
Implementing Services Marketing: Improving Service Quality and Productivity,

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SERVQUAL, Service Failures and Recovery Strategies. Customer Relationship Marketing:

Relationship Marketing, the nature of service consumption understanding customer needs and
expectations, Strategic responses to the intangibility of service performances.
UNIT IV:
Managing Service Delivery Process: Managing Physical Evidence of Services, Designing and
Managing Service Processes, Managing People for Service Advantage.
UNIT V:
Marketing of Services in Sectors: Financial Services, Health Service, Hospitality Services
including travel, hotels and tourism, Professional Service, Public Utility Services,
Educational Services.
Recommended Books:
Text Books:
1. Valarie A. Zeithaml & Mary Jo Bitner - Services Marketing: Integrating Customer
Focus Across The Firm, Third Edition, 2004; Tata McGraw-Hill Publishing Company
Ltd, 2008.
2. Christopher H. Lovelock, Jochen Wirtz, Jayanta Chatterjee, Services Marketing:
People, Technology, Strategy (A South Asian Perspective) Fifth Edition 2011; Pearson
Education.
Suggested Readings:
1. Cengiz Haksever, Barry Render, Roberta S. Russel, and Robert G. Murdic: Service
Management and Operations (Second Edition); Pearson Education (Singapore) Pte.,
Ltd., 2003.
2. Kenneth E. Clow & David L. Kurtz: Services Marketing, Biztantra Publication, 2003.
3. Nimit Chowdhary & Monika Chowdhary, Textbook of Marketing of Services The
4. Indian Experience, Macmillan India Ltd., 2005.

Aditya Engineering College (A) 104

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PROMOTIONAL AND DISTRIBUTION MANAGEMENT

(Marketing Elective-VI)

IV Semester L T P C
Course Code: 194MA4E06 4 0 0 3

Course Objectives:
COB 1: To help in understanding importance and process of marketing
communication.
COB 2: To help in understanding the process of developing integrated
marketing communication.
COB 3: To help in understanding the role of personal selling in integrated
marketing communication programme.
COB 4: To help in understanding the importance of sales promotion activities
and the support of media to it.
COB 5: To help in understanding management of distribution networks.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning, importance of marketing communication and
its process.
CO 2 : Explain the process of integrated marketing communication.
CO 3 : Explain the role of personal selling in integrated marketing
communication process.
CO 4 : Demonstrate the process of sales promotion and the support from
media to it.
CO 5 : Explain the management of distribution networks.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - 2 2 - 2 -
CO2 (K2) 2 - - - - - 2 2 - 2 -
CO3 (K4) 3 - - - 2 - 3 3 - 3 2
CO4 (K4) 3 - - - 2 - 3 3 - 3 2
CO5 (K2) 2 - - - - - 2 2 - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO 1(K2) 2 - 1
CO 2(K2) 2 - 1
CO 3(K4) 3 - 3
CO 4(K4) 3 - 3
CO 5(K2) 2 - 1

UNIT I:
Marketing Communications: The nature of marketing communications. The integration of
marketing communication. Integrated marketing communication planning process. Model of
marketing communications decision process. Establishing objectives and budgeting for the
promotional programme.

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UNIT II:
Developing Integrated Marketing Communications: Creative strategy development. Process
of execution of creative strategy: Appeals, execution styles and creative tactics. Media
planning & Strategy: Developing Media Plans & Strategies and Implementation with IMC
perspective.
UNIT III:
Personal Selling: Role of personal selling in IMC programme. Integration of personal selling
with other promotional tools. Personal selling process and approaches. Evaluating,
motivating and controlling sales force effort.
UNIT IV:
Sales Promotion and Support media: Sales Promotion - objectives, consumer and trade
oriented sales promotion. Developing and operating sales promotion for consumers & trade:
Sales promotion tools: off - shelf offers, price promotions, premium promotions, prize
promotions. Coordinating Sales promotions and advertisement. Support media – Elements of
Support media and their role. Direct marketing, the internet & Interactive Marketing,
publicity and public relations. Monitoring, evaluating & controlling promotion programme.
UNIT V:
Distribution Management: Role and functions of channels of distribution. Distribution
Systems. Distribution cost, control and customer service. Channel design, and selection of
channels, selecting suitable channel partners. Motivation and control of channel members.
Distribution of Services, market logistics & supply chain management.
Suggested Readings:
1. Shimp ―Advertising and Promotion‖, 2007, Cengage Learning.
2. George E Belch, Micheal A Belch & Keyoor Purani ―Advertising and Promotion‖,
2010, Tata McGraw Hills, 7th Ed.
3. Shah & D‘souza ―Advertising & Promotion‖, 2010, Tata McGraw Hills.

Aditya Engineering College (A) 106

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GREEN MARKETING
(Marketing Elective-VII)
IV Semester L T P C
Course Code: 194MA4E07 4 0 0 3

Course Objectives:
COB 1: To make the students understand the concept of Green Marketing and
Green Products.
COB 2: To understand and apply the green initiatives and conscious of products.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand and apply the concepts of green marketing.
CO 2 : Understand and apply the concepts of green products.
CO 3 : Understand and apply the purchase decision of consumer on green
products.
CO 4 : Understand and apply the environmental aware on green products.
CO 5 : Understand and apply the green marketing initiative.
Mapping of Course Outcomes with Program Outcomes
CO/PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K4) (K5) (K5) (K3) (K3) (K2) (K3) (K2) (K2) (K3)
CO1 (K3) 3 3 - 3 - 3 - - 3 - -
CO2 (K3) 3 3 - 3 - 3 - - 3 - -
CO3 (K3) 3 3 - 3 - 3 - - 3 - -
CO4 (K3) 3 3 - 3 - 3 - - 3 - -
CO5 (K3) 3 3 - 3 - 3 - - 3 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO 1(K3) 3 3 -
CO 2(K3) 3 3 -
CO 3(K3) 3 3 -
CO 4(K3) 3 3 -
CO 5(K3) 3 3 -

UNIT I:
Green Marketing and Green Product : Introduction to green marketing-strategic green
planning environment and consumption- Green Product- Green Behavior- Five shades of
green consumers Segmenting consumers- Green consumer‘s motives-Buying strategies -
Green Business Opportunities- Designing green products-eco-design to eco- innovation-
Fundamentals of green marketing-Establishing Credibility-Green distribution and Packaging
Contemporary Government policies and subsidies that aids green product development.
UNIT II:
Green Marketing Concepts: Green Spinning – Green Selling – Green Harvesting –
Enviropreneur Marketing - Compliance Marketing – Green Washing – Climate Performance
Leadership Index
UNIT III:
Purchase Decision: Meaning of Purchase decision – Factors affecting Purchase decision -
Steps in the decision making process - Five stages of consumer buying decision process -
Models of buyer decision-making.

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UNIT IV:
Environmental consciousness: Introduction of Environment - Importance of
environmentalism - Environmental movement - Benefits of green environment to the society
- E-waste exchange - Extended Producer Responsibility Plan - Guidelines for Collection and
Storage of E-Waste - Guidelines for Transportation of E-Waste - Guidelines for
Environmentally Sound Recycling of E-Waste.
UNIT V:
Green Marketing Initiatives: Green Firms – HCL‘s Green Management Policy – IBM‘s
Green Solutions – IndusInd Bank‘s Solar Powered ATMs – ITCs Paper kraft – Maruti‘s
Green Supply Chain – ONCGs Mokshada Green Crematorium – Reva‘s Electric Car –
Samsung‘s Eco-friendly handsets- Wipro Infotech‘s Eco-friendly computer peripherals.
Reference Books:
1. Green Marketing and Environmental Responsibility in Modern Corporations, Esakki
and Thangasamy, IGI Global, 2017.
2. Green Marketing Management, Robert Dahlstrom, Cengage Learning, 2010.
3. Green Marketing: Challenges and Opportunities for the New Marketing Age, Jacquelyn
A. Ottman, NTC Business Books, 1993.
4. The New Rules of Green Marketing, Jacquelyn A. Ottman, Berrett-Koehler Publishers,
2011.

Aditya Engineering College (A) 108

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GLOBAL MARKETING MANAGEMENT

(Marketing Elective-VIII)

IV Semester L T P C
Course Code: 194MA4E08 4 0 0 3

Course Objectives:
COB 1: To enhance the concepts among the students about free trade at global
level and attempt to bring all the countries together for the purpose of
trading.
COB 2: To increase the conception of globalization by integrating the economies
of different countries, enabling them to understanding the world peace by
building trade relations among different nations.
COB 3: To help in analyzing the effects of Global Marketing Management.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand and apply the concepts of Global Marketing.
CO 2 : Explain the importance of International marketing strategy.
CO 3 : Distinguish Global Product & Price management from that of domestic
management.
CO 4 : Compare Global Marketing Channels and Promotion for global markets
with domestic markets.
CO 5 : Research on Export procedures and documents.
Mapping of Course Outcomes with Program Outcomes
PO 1 PO 2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO 1 (K3) 3 3 - 3 - 3 - - 3 - -
CO 2 (K4) 3 3 - 3 - 3 - - 3 - -
CO 3 (K3) 3 3 - 3 - 3 - - 3 - -
CO 4 (K3) 3 3 - 3 - 3 - - 3 - -
CO 5 (K4) 3 3 - 3 - 3 - - 3 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO / PSO PSO 1 (K3) PSO 2 (K4) PSO 3 (K4)
CO 1 (K3) 3 3 -
CO 2 (K4) 3 3 -
CO 3 (K3) 3 3 -
CO 4 (K3) 3 3 -
CO5 (K4) 3 3 -

UNIT I:
Global Marketing: Scope and Significance of Global Marketing, The importance of global /
international marketing, Differences between international and domestic marketing
International environment, International Social & culture Environment, the political legal
environment and regulatory environment of international marketing. Technological
Environment.
UNIT II:
Global Market Entry Strategies: Indirect Exporting, Domestic Purchasing, Direct Exporting,
Foreign Manufacturing Strategies without Direct Investment, Foreign Manufacturing
Strategies with Direct Investment. Entry Strategies of Indian Firms.

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UNIT III:
Global product management: International product positioning, Product saturation Levels in
global Market, International product life cycle, Geographic Expansion–Strategic Alternatives.
New products in Intentional Marketing, Product and culture, brands in International Market.
UNIT IV:
International Marketing Channels: channels –Distribution Structures, Distribution Patterns,
Factors effecting Choice of Channels, the Challenges in Managing an international
Distribution Strategy Selecting Foreign Country Market intermediary. The management of
physical distribution of goods, Advertising and Branding, Grey Market goods.
UNIT V:
Export Marketing: Introduction to Export Marketing, Export Policy Decisions of a firm,
EXIM policy of India. Export costing and pricing, Export procedures and export
documentation. Export assistance and incentives in India.
Relevant cases have to be discussed in each unit and in examination case is compulsory from
any unit.
Reference Books:
1. Warren J Keegan: Global Marketing Management, 5th Edition, Prentice Hall of
2. India Private Limited.
3. Philip R. Cateora, John L. Graham: International Marketing 11/e, Tata McGraw-Hill
Co. Ltd., 2002.
4. John Fayer wearther: International Marketing
5. Varshney and Bhattacharya: International Marketing management.
6. R. Srinivasan: International Marketing, Prentice-Hall of India Pvt. Ltd., 2010.
7. Kotabe, Peloso: International Marketing, Wiley India, New Delhi, 2020.
8. Francis Cherunilam: International marketing, 11th Edition, Himalaya Publication House,
2010.
9. U.C Mathur: International Marketing Management, Sage Publications, New Delhi 2008.

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BIG DATA ANALYTICS

(Systems Elective-V)

IV Semester L T P C
Course Code: 194SY4E05 4 0 0 3

Course Objectives:
COB 1: The Course Is Designed To Gain an Understanding of Big data Platform
and Apache Hadoop.
COB 2: The Course Is Designed to Gain Understanding of HDFS concepts,
Interfacing the HDFS and Map Reduce Jobs.
COB 3: The Course Familiarizes the Students with Analytics on Structured and
unstructured data.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand the Big Data Platform and its Use cases.
CO 2 : Understand an overview of Apache Hadoop and Hadoop Eco System.
CO 3 : Familiar with HDFS Concepts and Interfacing with HDFS and Map
Reduce Jobs.
CO 4 : Apply analytics on Structured, Unstructured Data.
CO 5 : Understand how to Exposure to Data Analytics with R.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - - - - - 2 - 2 -
CO2 (K2) 2 - - - - - - 2 - 2 -
CO3 (K4) 3 2 - - 2 - - 3 - 3 2
CO4 (K4) 3 2 - - 2 - - 3 - 3 2
CO5 (K2) 2 - - - - - - 2 - 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - -
CO2 (K2) 2 - -
CO3 (K4) 3 - -
CO4 (K4) 3 - -
CO5 (K2) 2 - -

UNIT I:
Introduction to Big Data: Big Data-definition, Characteristics of Big Data (Volume,
Variety, Velocity, Veracity, Validity), Importance of Big Data , Patterns for Big Data
Development, Data in the Warehouse and Data in Hadoop [Zikopoulos] - Introduction to
Hadoop: Hadoop- definition, Understanding distributed systems and Hadoop, Comparing
SQL databases and Hadoop, Understanding Map Reduce, Counting words with Hadoop—
running your first program, History of Hadoop, Starting Hadoop - The building blocks of
Hadoop, Name Node, Data Node, Secondary Name Node, Job Tracker and Task Tracker.
UNIT II:
HDFS: Components of Hadoop -Working with files in HDFS, Anatomy of a Map Reduce
program, Reading and writing the Hadoop Distributed File system -The Design of HDFS,

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HDFS Concepts, The Command-Line Interface, Hadoop File system, The Java Interface,
Data Flow, Parallel Copying with distcp, Hadoop Archives. Hadoop I/O: Compression—
Serialization-- Avro and File-Based Data structures.
UNIT III:
Map Reduce Programming: Writing basic Map Reduce programs - Getting the patent data
set, constructing the basic template of a Map Reduce program, Counting things, Adapting for
Hadoop’s API changes, Streaming in Hadoop. Map Reduce Advanced Programming:
Advanced Map Reduce - Chaining Map Reduce jobs, joining data from different sources.
UNIT IV:
Hadoop Eco System --User Defined Functions-- Data Processing operators. Hive : Hive
Shell-- Hive Services-- Hive Meta store-- Comparison with Traditional Databases—Hive QL-
- Tables, Querying Data and User Defined Functions. H base : H Basics—Concepts—
Clients—Example—H base Versus RDBMS. Big SQL : Introduction.
UNIT V:
Graph Representation in Map Reduce: Modeling data and solving problems with graphs,
Shortest Path Algorithm, Friends-of-Friends Algorithm, PageRank Algorithm, Bloom Filters.
Data Analytics with R Machine Learning: Introduction, Supervised Learning, Unsupervised
Learning, Collaborative Filtering. Big Data Analytics with Big R.
Reference Books:
1. Tom White ― Hadoop: The Definitive Guide‖ Third Edit on, O‘reily Media, 2012.
2. Seema Acharya, Subhasini Chellappan, "Big Data Analytics" Wiley 2015.
3. Michael Berthold, David J. Hand, "Intelligent Data Analysis‖, Springer, 2007.
4. Jay Liebowitz, ―Big Data and Business Analytics‖ Auerbach Publications, CRC press
(2013).
5. Tom Plunkett, Mark Hornick, ―Using R to Unlock the Value of Big Data: Big Data
Analytics with Oracle R Enterprise and Oracle R Connector for Hadoop‖, McGraw-
Hill/Osborne Media (2013), Oracle press.
6. Anand Rajaraman and Jef rey David Ulman, ―Mining of Massive Datasets‖, Cambridge
University Press, 2012.
7. Bill Franks, ―Taming the Big Data Tidal Wave: Finding Opportunities in Huge Data
Streams with Advanced Analytics‖, John Wiley & sons, 2012.
8. Glen J. Myat, ―Making Sense of Data‖, John Wiley & Sons, 2007.
9. Pete Warden, ―Big Data Glossary‖, O‘Reily, 2011.
10. Michael Mineli, Michele Chambers, Ambiga Dhiraj, "Big Data, Big Analytics:
Emerging Business Intelligence and Analytic Trends for Today's Businesses", Wiley
Publications, 2013.
11. Arvind Sathi, ―Big Data Analytics: Disruptive Technologies for Changing the Game‖,
MC Press, 2012.
12. Paul Zikopoulos , Dirk DeRoos, Krishnan Parasuraman, Thomas Deutsch, James Giles,
David Corigan, "Harness the Power of Big Data The IBM Big Data Platform", Tata
McGraw Hill Publications, 2012.

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ENTERPRISE RESOURCE PLANNING

(Systems Elective-VI)

IV Semester L T P C
Course Code: 194SY4E06 4 0 0 3

Course Objectives:
COB 1: To help in understanding basic concepts in ERP.
COB 2: To help in understanding the importance of ERP.
COB 3: To help in analyzing the effects of ERP on Business.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning of ERP.
CO 2 : Explain the importance of ERP Implementation.
CO 3 : Distinguish Pre ERP implementation and post ERP implementation.
CO 4 : Compare ERP System Options and Selection Methods.
CO 5 : Research on ERP present and future.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - - 1 - 1 - 2 2 2 -
CO2 (K2) 2 - - 1 - 1 - 2 2 2 -
CO3 (K4) 3 - - 3 2 3 - 3 3 3 2
CO4 (K4) 3 - - 3 2 3 - 3 3 3 2
CO5 (K2) 2 - - 1 - 1 - 2 2 2 -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 1 -
CO2 (K2) 2 1 -
CO3 (K4) 3 3 -
CO4 (K4) 3 3 -
CO5 (K2) 2 1 -

UNIT I:
Introduction to ERP: Overview of ERP – Introduction and Evaluation – advanced
ERP-SCM and CRM systems and related technologies - ERP life cycle ERP
implementation Life cycle-SDLC and ERP life cycle.
UNIT II:
ERP Implementation: Reasons for ERP failure. pre–implementation Tasks–
Implementation methodologies – Process definition – Dealing with employee resistance
Training and Education – Project management and monitoring Success and failure
factors of an ERP implementation.
UNIT III:
Post ERP implementation: Change Management – post implementation review,
support, maintenance and security of ERP. Different business modules of an ERP
package. ERP market place and market place dynamics.

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UNIT IV:
ERP System Options and Selection Methods: Optimal Means of Developing an ERP,
Measurement of Project Impact, IT Selection and Project Approval, ERP proposal
Evaluation, Project Evaluation Techniques, Testing.
UNIT V:
ERP present and future: Turbo charge the ERP system- EAI - ERP. Internet and
WWW-Future Directions and trends in ERP - Future Directions in ERP: New Markets,
New Technologies, Faster Implementation Methodologies, New Business Segments,
Trends in Security.
Reference Books:
1. Singla: “Enterprise Resource Planning”, Cengage Learning, New Delhi, 2013.
2. Alexleon: “Enterprise Resource Planning”, TMH, New Delhi, 2011.
3. Mahadeo Jaiswal, Ganesh Vanapalli: “Enterprise Resource Planning”, MacMillon,
New Delhi, 2013.
4. N. Venkateswaran: “Enterprise Resource Planning”, SCITECH Publication, New
Delhi, 2009.
5. S. Kesharwani, SBodduluri, M Ashok Kumar: “Enterprise Resource Planning”,
Paramount Publishing House, New Delhi, 2012.

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CYBER LAWS AND SECURITY

(Systems Elective-VII)

IV Semester L T P C
Course Code: 194SY4E07 4 0 0 3

Course Objectives:
COB 1: To help in understanding basic concepts in cyber security.
COB 2: To help in understanding the importance of Secure System Planning
and
Administration.
COB 3: To help in analyzing the effects of Secure System Planning and
administration.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Describe the meaning and concepts of cyber security.
CO 2 : Explain the importance of Secure System Planning and administration.
CO 3 : Distinguish Information security policies and procedures in
organizations.
CO 4 : Compare and contrast the practical applications of Information security
systems.
CO 5 : Research on Organizational and Human Security.
Mapping of Course Outcomes with Program Outcomes
CO/ PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 2 - 3 - - 1 - - 2 - -
CO2 (K2) 2 - 3 - - 1 - - 2 - -
CO3 (K4) 3 - 3 - 2 3 - - 3 - 2
CO4 (K4) 2 - 3 - 2 3 - - 3 - 2
CO5 (K2) 2 - 3 - - 1 - - 2 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - 1
CO2 (K2) 2 - 1
CO3 (K4) 3 - 3
CO4 (K4) 3 - 3
CO5 (K2) 2 - 1

UNIT I:
Introduction to Computer Security: Definition, Threats to security, Government
requirements, Information Protection and Access Controls, Computer security efforts,
Standards, Computer Security mandates and legislation, Privacy considerations,
International security activity.
UNIT II:
Secure System Planning and administration: Introduction to the orange book, Security
policy requirements, accountability, assurance and documentation requirements,
Network Security, The Red book and Government network evaluations.

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UNIT III:
Information security policies and procedures: Corporate policies- Tier 1, Tier2 and
Tier3 policies - process management-planning and preparation- developing policies-asset
classification policy-developing standards.
UNIT IV:
Information Security: Fundamentals-Employee responsibilities- information
classification Information handling-Tools of information security-Information
processing-secure program administration
UNIT V:
Organizational and Human Security: Adoption of Information Security Management
Standards, Human Factors in Security- Role of information security professionals.
Reference Books:
1. Debby Russell and Sr. G.T Gangemi, "Computer Security Basics (Paperback)”, 2 nd
Edition, O’ Reilly Media,2006.
2. Thomas R. Peltier, “Information Security policies and procedures: A Practitioner’s
Reference”, 2nd Edition Prentice Hall,2004.
3. Kenneth J. Knapp, “Cyber Security and Global Information Assurance: Threat
Analysis and Response Solutions”, IGI Global, 2009.
4. Thomas R Peltier, Justin Peltier and John blackley, ”Information Security Fundamentals”,
2nd Edition, Prentice Hall,1996.
5. Jonathan Rosenoer, “Cyberlaw: the Law of the Internet”, Springer-verlag, 1997.

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ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING

(Systems Elective-VIII)

IV Semester L T P C
Course Code: 194SY4E08 4 0 0 3

Course Objectives:
COB 1: The Course Is Designed to Gain an Understanding of basic concepts,
theories and state-of-the-art techniques of artificial intelligence.
COB 2: The Course Is Designed to Gain an Understanding of basic concepts and
applications of machine learning.
COB 3: The Course Familiarizes the Students with A.I algorithms in the different
fields of science, medicine, finance etc.
Course Outcomes:
At the end of the Course, Student will be able to:
CO 1 : Understand concept of knowledge representation and predicate logic and
transform the Real Life information in different representation.
CO 2 : Understand state space and its searching strategies.
CO 3 : Understand machine learning concepts and range of problems that can be
handled By machine learning.
CO 4 : Familiar with machine learning concepts in real life problems.
CO 5 : Familiar with Basic Concepts of Association Rule Mining.
Mapping of Course Outcomes with Program Outcomes
PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11
(K3) (K5) (K1) (K4) (K5) (K4) (K3) (K3) (K3) (K3) (K5)
CO1 (K2) 3 - 3 - - 1 - - 2 - -
CO2 (K2) 2 - 2 - - 1 - - 1 - -
CO3 (K4) 3 - 3 - 2 3 - - 3 - 2
CO4 (K4) 2 - 3 - 2 3 - - 3 - 2
CO5 (K2) 2 - 3 - - 2 - - 2 - -

Mapping of Course Outcomes with Program Specific Outcomes

CO/PSO PSO 1(K3) PSO2 (K4) PSO3(K4)
CO1 (K2) 2 - 1
CO2 (K2) 3 - 2
CO3 (K4) 3 - 3
CO4 (K4) 3 - 3
CO5 (K2) 2 - 1

UNIT I:
What is Artificial Intelligence (AI)---Definitions, The Foundations of AI, The History of AI,
Agents and Environments, The Concept of Rationality, The Nature of Environments, The
Structure of Agents, Problem Solving Agents, Example Problems, Searching for Solutions,
Uninformed Search Strategies: Breadth First, Depth First, Depth Limited; Informed Search
Strategies: Greedy Best First, A*Algorithms.
UNIT II:
Convolution Neural Networks -- Image classification -- Text classification -- Image
classification and hyper-parameter tuning -- Emerging NN architectures -- Recurrent Neural
Networks -- Building recurrent Neural Networks-- Long Short-Term Memory -- Time Series

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Forecasting. - Deep Learning -- Auto-encoders and unsupervised learning -- Stacked auto-

encoders and semi-supervised learning-- Regularization - Dropout and Batch normalization.

UNIT III:
Foundations for Machine Learning(ML)-- ML Techniques overview -- Validation
Techniques (Cross-Validations)-- Feature Reduction/Dimensionality reduction -- Principal
components analysis (Eigen values, Eigen vectors, Orthogonality). - Clustering -- Distance
measures -- Different clustering methods (Distance, Density, Hierarchical) -- Iterative
distance-based clustering-- Dealing with continuous,--categorical values in K-Means--
Constructing a hierarchical cluster-- K-Medoids-- k-Mode and density-based clustering --
Measures of quality of clustering
UNIT IV:
Classification Naïve Bayes Classifier -- Model Assumptions--Probability estimation --
Required data processing -- M-estimates-- Feature selection--Mutual information --Classifier
K-Nearest Neighbors -- Computational geometry-- Voronoi Diagrams-- Delaunay
Triangulations -- K-Nearest Neighbor algorithm-- Wilson editing and triangulations --
Aspects to consider while designing K-Nearest Neighbor Support Vector Machines --Linear
learning machines and Kernel space--Making Kernels and working in feature space-- SVM
for classification and regression problems. Decision Trees -- ID4--C4.5-- CART ---
Ensembles methods -- Bagging & boosting and its impact on bias and variance -- C5.0
boosting -- Random forest -- Gradient Boosting Machines and XG Boost.
UNIT V:
Association Rule mining-- The applications of Association Rule Mining: Market Basket--
Recommendation Engines, etc.-- A mathematical model for association analysis-- Large item
sets-- Association Rules -- Apriori-- Constructs large item sets with mini sup by iterations--
Interestingness of discovered association rules-- Application examples-- Association analysis
vs. classification -- FP-trees. - Machine Learning Applications across Industries---
Healthcare—Retail--Financial Services—Manufacturing—Hospitality--Cloud Based ML
Offerings--Top 10 AI Startups---Flashcards (Tips, Tricks, Definitions).
Reference Books:
1. Artificial Intelligence: A Modern Approach. Stuart Russell, Peter Norvig, Pearson
Education 2nd Edition.
2. Expert Systems: Principles and Programming. Joseph C Giarratano, Gary D Riley
Thomson Publication, 4th Edition.
3. Elaine Rich and Kevin Knight: Artificial Intelligence, Tata McGraw Hill.
4. Dan W. Patterson, Introduction to Artificial Intelligence and Expert Systems, Prentice
Hall of India.
5. David W Rolston: Principles of Artificial Intelligence and Expert System Development,
McGraw Hill.

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