Semester – 1
1. Management & Organizational Behaviour
2. Economics for Managers
3. Accounting for Management
4. Marketing Management
5. Statistics For Management
6. IT Applications for Management
Semester – 2
1. Human Resource Management
2. Financial Management
3. Operations Research
4. Entrepreneurship Development
5. Business Research Methods
6. Business Law & Ethics
Semester – 3
1. Operations Management
2. E – Global Business
3. Total Quality Management
Investment Analysis & Portfolio Management
Finance Banking & Insurance
Marketing Engineering
Marketing Advertisement & Retail Management
Compensation Management
HR
Industrial Relations & labour Laws
Entrepreneurship Project Management & Business Plan
Innovation & Design Thinking
Systems with Data Base Management Systems
Business Analytics Business Analytics
Pharma Pharmaceutical Marketing Management
Management
Regulatory Affairs & Compliance
Agri Business Agri Supply Chain Management
Management
Agri-Finance & Risk Management
4. Case Study
5. Research Design
6. Progress Seminar
Semester – 4
1. Business Policy & Strategy
2. Logistics & Supply Chain Management
3. Business Intelligence
Financial Risk Management
Finance
International Finance
Buyer Behaviour
Marketing
Services and Digital Marketing
Leadership & Change Management
HR
Performance Management
Entrepreneurship Technology for Entrepreneurs
Social Entrepreneurship
Systems with Business Data Visualization
Analytics
Data Mining for Business
Pharma Management Pharma Product & Brand Management
Healthcare & Pharma Business Analytics
Agri Business Agricultural Marketing & Export Management
Management
Agri-Entrepreneurship & Rural Innovation
1. Dissertation
2. Final Presentation
3. Viva voce during Presentation
Course Title: PHARMACEUTICAL MARKETING MANAGEMENT
Program: MBA – Pharma Management
Credits:4
Semester: III
Course Objectives
To understand the fundamentals of pharmaceutical marketing in a regulated and
ethical environment.
To apply marketing principles to prescription, OTC, and institutional segments of the
pharmaceutical industry.
To develop skills in segmentation, targeting, positioning (STP), and brand
management for pharma products.
Course Outcomes (COs)
By the end of this course, students will be able to:
CO1: Explain the structure and regulatory framework of the pharma industry.
CO2: Apply marketing mix strategies tailored for pharmaceutical products.
CO3: Analyze physician and consumer behavior in drug marketing.
CO4: Design a strategic pharma brand plan within ethical and legal boundaries.
Unit 1: Introduction to Pharmaceutical Marketing - Nature and scope of pharmaceutical
marketing - Pharmaceutical industry structure (global and Indian context) - Regulatory
environment (DPCO, NPPA, FDA, DCGI) - Prescription vs OTC marketing - Role of
doctors, chemists, hospitals, and MRs (Medical Representatives)
Unit 2: Consumer Behavior in Pharmaceuticals - Prescribing behavior of doctors - Patient
behavior and influence - Chemist (retailer) behavior and trade influence - Key opinion
leaders (KOLs) and influencers - Ethics and compliance in pharma promotion
Unit 3: Marketing Mix for Pharma Products - Product: Generics, branded generics,
NDDS, lifecycle management - Price: DPCO, value-based pricing, pricing strategy in
pharma - Place: Distribution structure, stockist–chemist chain, online pharmacy -
Promotion: Ethical promotion, CRM, CME programs, detailing, visual aids, samples
Unit 4: Strategic Marketing & STP - Market segmentation in pharma (therapeutic/class-
based) - Targeting institutional, rural, or niche segments - Positioning of brands (e.g., lifestyle
vs lifesaving drugs) - Portfolio management, category strategy
Unit 5: Brand Management in Pharmaceuticals - Pharma brand planning process - Brand
equity and recall - Launch strategy for new drug/product - Case studies on blockbuster drugs
Recommended Textbooks & Resources
1. "Pharmaceutical Marketing in India" – Subba Rao Chaganti
2. "Pharmaceutical Marketing: Principles, Environment and Practice" – Mickey C.
Smith
3. Journals: Journal of Medical Marketing, Indian Journal of Pharmaceutical
Marketing
4. Websites: NPPA, CDSCO, IPA, McKinsey Pharma Insights
Course Title: REGULATORY AFFAIRS & COMPLIANCE
Program: MBA – Pharma Management
Credits: 4
Semester: III
Course Objectives:
1. To introduce students to the regulatory environment in pharmaceutical and healthcare
sectors.
2. To explain the process of drug registration and approval in India and abroad.
3. To provide an understanding of compliance frameworks and ethical standards in
pharma.
4. To equip students with the ability to interpret and implement regulatory guidelines.
5. To prepare students to handle audits, documentation, and inspection processes.
Course Outcomes (COs)
1. CO1: Explain the regulatory framework for pharma products in India and globally.
(L1–L2)
2. CO2: Apply regulatory principles in drug approval and documentation. (L3)
3. CO3: Analyze GMP, GCP, GLP, and ICH guidelines for compliance. (L4)
4. CO4: Evaluate audit and inspection procedures and prepare compliance
documentation. (L5)
5. CO5: Create regulatory strategies to address ethical, legal, and technological
challenges. (L6)
Unit I: Introduction to Regulatory Affairs - Definition and importance of regulatory
affairs - Overview of the global pharmaceutical regulatory environment - Role of
regulatory affairs professionals - Indian regulatory bodies: CDSCO, DCGI, ICMR -
International regulatory bodies: USFDA, EMA, MHRA, TGA, WHO.
Unit II: Drug Development and Regulatory Approval Process - New Drug Application
(NDA) and Abbreviated NDA (ANDA) - Clinical trial phases and regulatory oversight -
Investigational New Drug (IND) application - Regulatory submissions: eCTD, dossier
preparation - Product registration process in India and globally
Unit III: Regulatory Guidelines and Compliance - Good Manufacturing Practices
(GMP) - Good Clinical Practices (GCP) - Good Laboratory Practices (GLP) - ICH
Guidelines (Q, S, E series) - ISO standards relevant to pharma - Risk-based compliance
and validation processes.
Unit IV: Regulatory Documentation and Audit Readiness - Regulatory submissions
and documentation practices - Labeling, packaging, and promotional material regulations
- Audit process – internal and external audits - Regulatory inspections – USFDA, WHO-
GMP, EMA - CAPA (Corrective and Preventive Actions) management
Unit V: Ethics, Legal Aspects, and Future Trends - Regulatory ethics and legal
responsibilities - Pharmacovigilance and regulatory compliance - Data integrity and
electronic records (21 CFR Part 11) - Compliance in digital marketing and e-pharmacy -
AI, Blockchain, and future technologies in regulatory affairs
Suggested Textbooks
1. Drug Regulatory Affairs, Sachin Itkar, Nirali Prakashan
2. Regulatory Affairs in the Pharmaceutical Industry, Javed Ali & Roop K. Khar,
CBS Publishers.
3. Basics of Regulatory Affairs, R. R. Navale, PharmaMed Press
Course Title: AGRI SUPPLY CHAIN MANAGEMENT
Program: MBA – Agri Management
Credits: 4
Semester: III
Course Objectives:
1. To understand the structure and dynamics of agricultural supply chains.
2. To analyze logistics, procurement, and distribution specific to agri-products.
3. To apply modern technologies and risk management in agri supply chains.
4. To study public-private partnerships and government interventions.
5. To evaluate value addition, sustainability, and market linkages.
Course Outcomes (COs)
1. CO1: Identify components and characteristics of agri supply chains. (L1–L2)
2. CO2: Apply logistics and procurement strategies for agri-products. (L3)
3. CO3: Analyze challenges in agri-processing and retail supply chains. (L4)
4. CO4: Evaluate risks and policies affecting agri supply chains. (L5)
5. CO5: Design innovative and sustainable agri supply chain solutions. (L6)
Unit I: Fundamentals of Agri Supply Chain - Introduction to supply chain and value
chain concepts - Characteristics of agri supply chains - Differences between agri and
industrial supply chains - Stakeholders in the agri supply chain (farmers, processors,
wholesalers, retailers) - Overview of agri inputs and output supply chain
Unit II: Agri Logistics and Distribution - Inventory management in agri produce -
Transportation and distribution networks - Cold chain and perishable logistics - Role of
warehouses, silos, and godowns - Technology in agri logistics – GPS, RFID, blockchain
basics
Unit III: Procurement, Processing and Retailing - Procurement models – contract
farming, direct procurement, mandi system - APMC Act and reforms (e-NAM) - Agri-
processing industries and their supply chain dynamics - Farm to fork concept - Agri-
retailing models (Reliance Fresh, Big Basket, ITC e- Choupal)
Unit IV: Risk Management and Government Interventions - Types of risks in agri
supply chains – climate, price, demand-supply mismatches - Insurance and warehousing
receipts - Role of FCI, NAFED, NABARD - Food safety standards and traceability - MSP
and PDS – implications for SCM
Unit V: Innovations and Sustainable Practices in Agri SCM - ICT and digital
platforms in agri SCM - FPOs, startups and agri tech solutions - Sustainable and green
supply chains - Export supply chains for agri produce -Future trends: AI, IoT, climate-
resilient supply chains
Suggested Textbooks
1. Agricultural Supply Chain Management, N. Chandrasekaran & G. Raghuram,
Taylor & Francis
2. Supply Chain Management for Agricultural Products, Prem Vrat, G.D. Sardana,
B.S. Sahay, Springer
3. Agri Supply Chain Management, R. V. Bedi, Kalyani Publishers
4. Government Reports and Portals
e-NAM portal (https://enam.gov.in)
NABARD Reports on Agri Logistics
ICAR and FCI publications
Course Title: AGRI-FINANCE & RISK MANAGEMENT
Program: MBA – Agri Business
Semester: III
Credits: 4
Course Objectives:
1. To understand the sources and structure of agricultural finance.
2. To evaluate credit needs and assess farm investment decisions.
3. To analyze risks in agriculture and apply risk mitigation tools.
4. To study the role of institutions in agri-finance and risk coverage.
5. To design financial strategies for sustainable and inclusive agri-development.
Course Outcomes (COs)
1. CO1: Understand the fundamentals and sources of agri-finance. (L1–L2)
2. CO2: Apply credit appraisal tools in farm finance decisions. (L3)
3. CO3: Analyze the profitability and viability of agri-investment projects. (L4)
4. CO4: Evaluate different types of agri-risks and mitigation tools. (L5)
5. CO5: Create financial models and innovative tools for risk management. (L6)
Unit I: Introduction to Agri-Finance - Nature and scope of agricultural finance -
Distinction between micro and macro finance - Classification of credit: short-term, medium-
term, long-term - Sources of agri-finance: institutional and non-institutional - Role of
commercial banks, RRBs, cooperative banks, NABARD
Unit II: Agricultural Credit Management - Principles of agricultural lending - 3Rs and 7Cs
of credit - Credit appraisal techniques – repayment capacity, profitability, security - Kisan
Credit Card (KCC) scheme - Microfinance and SHGs in rural credit delivery
Unit III: Farm Financial Analysis and Investment Decision Making - Farm planning and
budgeting - Cost-benefit analysis, net present value (NPV), IRR - Break-even analysis for
agri-projects - Project financing and preparation of bankable project reports - Leasing and
contract farming models
Unit IV: Agricultural Risk and Its Management - Types of agricultural risks – production,
market, credit, institutional, legal - Risk assessment and risk mapping - Price volatility and
yield uncertainty - Risk-return trade-off in agri-investments - Government support
mechanisms (e.g., PMFBY)
Unit V: Risk Mitigation Tools and Innovations - Crop insurance – traditional vs. index-
based - Weather derivatives and warehouse receipts - Role of futures and commodity markets
in price risk management - Role of ICT and fintech in agri-finance - Case studies on agri-risk
financing innovations
Suggested Textbooks
1. Agricultural Finance and Management, S.S. Desai & Nirmal Bhatia, Himalaya
Publishing House
2. Agricultural Finance in India, S. Subba Reddy & P. Raghu Ram, Oxford & IBH
Publishing
3. Agri-Finance and Risk Management, R. K. Sharma, Kalyani Publishers
Course Title: PHARMA PRODUCT & BRAND MANAGEMENT
Program: MBA – Pharma Management
Semester: IV
Credits: 4
Course Objectives:
1. To understand the fundamentals of pharmaceutical product planning and lifecycle.
2. To explore brand positioning and differentiation strategies in pharma.
3. To analyze regulatory, promotional, and market dynamics influencing pharma
products.
4. To develop strategic skills in managing product portfolios in pharmaceutical
companies.
5. To assess and apply brand management tools for pharmaceutical products.
Course Outcomes (COs):
By the end of this course, students will be able to:
1. CO1: Describe the unique nature of pharma product and brand management.
(Remembering – L1)
2. CO2: Explain lifecycle and branding strategies across pharma products.
(Understanding – L2)
3. CO3: Apply positioning tools and promotional strategies in a pharma context.
(Applying – L3)
4. CO4: Analyze regulatory and ethical frameworks governing pharma branding.
(Analyzing – L4)
5. CO5: Evaluate and design brand strategies to sustain competitive advantage.
(Evaluating & creating – L5 & L6)
Unit I: Introduction to Product and Brand Management in Pharma - Basics of product
and brand management - Product vs. brand: Definitions, relevance in pharma - Product
classification in pharma (OTC, prescription, generics, branded generics) - Product
development stages in pharma - Pharmaceutical branding importance and challenges
Unit II: Product Lifecycle Management (PLM) in Pharma - Product life cycle stages –
Introduction, growth, maturity, decline - Strategies at different PLC stages - Product portfolio
management - Line extensions and brand extensions - Launch planning and market entry
strategies
Unit III: Positioning and Branding Strategies in Pharma - Brand positioning,
differentiation, and value proposition - Branding strategies – umbrella branding, individual
branding - Rebranding, co-branding, and global branding - Brand personality and image
building in pharma - Role of Medical Representatives in brand promotion
Unit IV: Regulatory, Ethical, and Legal Aspects - Regulatory framework for drug
promotion (Schedule Y, DPCO, NPPA) - WHO and FDA guidelines on brand naming -
Intellectual property rights (IPR), patents, and trademarks - Ethical issues in pharma
advertising - Drug price control and its implications on brand strategy
Unit V: Strategic Brand Management and Performance Measurement - Brand equity and
brand valuation in pharma - Measuring brand performance – KPIs, ROI, brand audits -
Strategic brand architecture - Managing brand crises and brand rejuvenation - Case studies on
successful and failed pharma brands
Suggested Books
1. Pharmaceutical Marketing in India: Concepts, Strategy, Cases, Subba Rao
Chaganti, Pharma Book Syndicate
2. Pharmaceutical Marketing: Principles, Environment and Practice, Mickey C.
Smith, Pharmaceutical Products Press
Course Title: HEALTHCARE & PHARMA BUSINESS ANALYTICS
Program: MBA – Pharma Management
Semester: IV
Credits: 4
Course Objectives
1. Understand the key concepts and sources of data in healthcare and pharmaceutical
industries.
2. Apply analytical tools and models for decision-making in pharma marketing, sales,
and healthcare delivery.
3. Interpret data to drive evidence-based decisions in clinical, operational, and regulatory
domains.
4. Evaluate the impact of digital technologies and ethical issues in healthcare analytics.
5. Develop basic predictive and prescriptive models using healthcare and pharma data
Course Outcomes
1. Explain the sources, structure, and significance of data in healthcare and pharma
systems.
2. Apply descriptive and predictive analytics techniques on real-world
healthcare/pharma data
3. Analyze pharma and hospital data to extract insights for decision-making
4. Evaluate optimization strategies and decisi
5.
6. on-support tools in pharma logistics and clinical settings
7. Critically assess ethical, legal, and emerging trends in healthcare data analytics
Unit I: Introduction to Healthcare and Pharma Analytics - Overview of healthcare and
pharma industries - Role and importance of analytics in healthcare & pharma - Data types:
clinical, transactional, EHR, EMR, claims, IoT data - Data sources: hospitals, pharmacy
chains, CRM systems, government databases - Structure of healthcare delivery systems (India
& global)
Unit II: Descriptive Analytics in Healthcare and Pharma - Exploratory data analysis -
Dashboards and visualization tools (Tableau, PowBI, Excel) - Prescription trend analysis -
Market segmentation: prescribers, patients, regions - MR productivity tracking and reporting
Unit III: Predictive Analytics & Forecasting - Regression models and trend forecasting -
Time series forecasting for drug demand and hospital resources - Patient churn prediction -
Sales forecasting models (moving average, exponential smoothing) - Classification
techniques (logistic regression, decision trees)
Unit IV: Prescriptive Analytics & Optimization - Optimization in pharma supply chains
(inventory, logistics) - Hospital resource planning (beds, staff, equipment) - Clinical decision
support systems - Cost-effectiveness analysis (CEA) in treatment protocols - Use of
simulation and LP in healthcare decisions
Unit V: Ethics, Regulations & Emerging Technologies - Data privacy & governance
(HIPAA, NDHM, CDSCO) - Ethical issues in pharma marketing & patient data handling -
Role of AI/ML in drug discovery and diagnostics - Blockchain in healthcare record keeping -
Case studies: COVID analytics, wearable health tech, telemedicine
Recommended Readings
1. Healthcare Analytics: From Data to Knowledge to Healthcare Improvement – by Hui
Yang & Eva Lee
2. Data Science for Healthcare – by Sergio Consoli et al.
3. Tools: Tableau, Power BI, R, Python (pandas, scikit-learn), MS Excel
4. Websites: WHO, NPPA, NCBI, CDSCO, NDHM
Course Title: AGRICULTURAL MARKETING & EXPORT MANAGEMENT
Program: MBA – Agri Management
Semester: IV
Credits: 4
Course Objectives
1. Understand the structure and functions of agricultural marketing in India.
2. Analyze the role of regulatory bodies and reforms in improving agri-marketing
systems.
3. Evaluate marketing channels, pricing, and risk factors in domestic and export markets.
4. Apply strategies for agri-exports, including logistics, compliance, and institutional
support.
Course Outcomes:
1. Describe the structure and functions of agricultural marketing systems in India.
2. Analyze marketing channels, pricing mechanisms, and stakeholder roles in agri-
markets.
3. Apply knowledge of export procedures and institutions supporting agri-exports.
4. Evaluate export strategies and logistics for high-value agricultural commodities.
5. Assess challenges, innovations, and government initiatives in modern agricultural
marketing.
Unit I: Fundamentals of Agricultural Marketing - Concept and scope of agricultural
marketing - Structure and types of agricultural markets (regulated, unregulated, primary,
terminal) - Functions of marketing: grading, storage, transport, packaging, value addition -
Role of APMC, FPOs, co-operatives, mandis - Recent reforms: Model APMC Act, E-NAM
Unit II: Pricing, Marketing Channels & Intermediaries - Market intelligence and price
discovery - Marketing margins and efficiency - Role of intermediaries: commission agents,
wholesalers, processors - Case studies: wheat, paddy, fruits & vegetables marketing channels
- ICT in price dissemination: Agmarknet, Kisan Call Centres
Unit III: Agricultural Export Management - Export potential of Indian agri-products:
spices, basmati, tea, coffee, organic - EXIM policy for agri-products - Institutions supporting
exports: APEDA, MPEDA, Spice Board, ECGC - Documentation & procedures: customs,
FSSAI, phytosanitary certificates, WTO norms - International standards: Codex, ISO,
HACCP
Unit IV: Strategies & Logistics for Agri Exports - Export pricing and incoterms - Export
marketing strategies: branding, certifications, market entry - Packaging, handling and
logistics for perishables - Role of cold chains, warehouses, and transport infrastructure - Agri-
export zones (AEZs) and logistics parks
Unit V: Challenges & Innovations in Agri Marketing - Issues in marketing perishables and
non-perishables - Contract farming and Public-Private Partnerships (PPP) - Role of agri-
startups and digital platforms (Ninjacart, DeHaat, AgriBazaar) - Climate risks, sustainability
and market access - Government schemes: PM-SAMPADA, PMFME, RKVY-RAFTAAR
Recommended Readings & Tools
Acharya & Agarwal – Agricultural Marketing in India
S.S. Acharya – Agri-Business and Marketing
APEDA & MPEDA portals, DGFT Handbook of Procedures
WTO, Codex, FAO market intelligence reports
TradeMap, ITC Export Potential Map tools
Course Title: AGRI-ENTREPRENEURSHIP & RURAL INNOVATION
Program: MBA – Agri Management
Semester: IV
Credits: 4
Course Objectives
This course aims to:
1. Introduce the concept of entrepreneurship in the agricultural and rural sectors.
2. Equip students with tools and techniques to assess rural business opportunities.
3. Foster an understanding of rural innovation models and inclusive business practices.
4. Enable the development of agri-based enterprise plans.
5. Understand policy support and institutional frameworks for agri-entrepreneurs in
India.
Course Outcomes:
1. Explain the role and potential of entrepreneurship in agriculture and rural
development.
2. Identify and develop agri-business opportunities through entrepreneurial planning.
3. Analyze models and tools of rural innovation and inclusive agribusiness.
4. Evaluate institutional and policy frameworks supporting agri-entrepreneurship in
India.
5. Assess scalability and social impact of rural innovations and agri-enterprises.
Unit I: Fundamentals of Agri-Entrepreneurship - Concept of entrepreneurship and agri- -
entrepreneurship - Characteristics of successful agri-entrepreneurs - Scope and potential for
agribusiness in India - Role of FPOs, SHGs, co-operatives in rural enterprise - Case studies of
successful agri-startups (e.g., DeHaat, Agrowbook, BigHaat)
Unit II: Opportunity Identification & Enterprise Planning - Rural opportunity mapping -
Value chain analysis in agriculture - Idea generation, feasibility studies - Business model
canvas for agri- enterprises - Preparation of business plans
Unit III: Innovation in Rural & Agri Systems - Types of rural innovation: social,
institutional, technological - Digital innovations: eNAM, agri apps, IoT in farming - Inclusive
innovation: low-cost tools, climate-smart agriculture - PPP models and sustainable rural
innovations - Intellectual Property Rights (IPR) in agri innovation
Unit IV: Financing and Policy Support for Agri-Entrepreneurs - Sources of finance:
NABARD, SFAC, venture capital, microfinance - Government schemes: PMFME, RKVY-
RAFTAAR, AIF, E-SHG - Startup India and Atmanirbhar Bharat initiatives - Agritech
incubators and mentoring support (NAARM, MANAGE, IITs)
Unit V: Challenges, Scaling & Impact Assessment - Risks and uncertainties in rural
entrepreneurship - Market linkage, scalability, and sustainability - Monitoring & Evaluation
(M&E) frameworks - Social Return on Investment (SROI) - Impact metrics and rural
livelihoods
Suggested Readings & Resources
Agri-Entrepreneurship Development – S.S. Acharya
Rural Innovation Systems – World Bank / IFPRI reports
Ministry of Agriculture, NABARD, SFAC portals
Startup India & RKVY-RAFTAAR reports
Case studies from IRMA, MANAGE, and NCDEX Foundation
