PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER

PGP_PG(D)_IV_SEMESTER_2011-13_SPRING SUMMER
RELEASE DATE: JULY 12
(PG–D) COURSEWARE
S No Subject Credits
1. Total Quality Management 3
2. Business Ethics* 2
3. Retail Management* 3
4. CRM* 2
5. Digital Marketing* 2
6. Executive Communication & Mentoring* 6
SPECIALISATION: MARKETING
7 Marketing Research 4
8 Distribution & Logistics Management 2
9 B2B Marketing 2
SPECIALISATION: HR MANAGEMENT
10 Human Resource Planning 4
11 Work Psychology 2
12 Performance Management & Appraisal System 2
SPECIALISATION: FINANCE
13 Mergers & Acquisitions 4
14 Strategic Corporate Finance 2
15 Multinational Business Finance & FOREX 2
SPECIALISATION: MARKETING COMMUNICATION
16 Marketing and Advertising Research 4
17 Account Planning, Servicing and Management 2
18 PR & Corporate Communication 2
SPECIALISATION: INFORMATION TECHNOLOGY
19 ERP & CRM Consulting Implementation 4
20 Technology & Strategic Consulting 2
21 M-Commerce 2
IMPORTANT NOTE
• The centre academics departments, students, and faculties concerned are advised to note
that all the papers listed in BOLD PRINT (i.e. papers listed to serial nos. 1 and 7-21 are

being taught as part of university course curriculum. Papers listed at serial nos. 2-6 are
being offered by IIPM internal program. Depending on the stream being pursued by a
student (s) he will study different combinations of these papers.

TOTAL QUALITY MANAGEMENT
COURSE DURATION: 30 HRS PER SEMESTER
COURSE CREDIT: 3
UNIT 1. INTRODUCTION
• Meaning of quality – orientation to customer satisfaction
• Scope of TQM
• Basics and Imperatives of TQM
• Cost of quality and its relevance to TQM
• Concept of Kaizen and continuous improvement
UNIT 2. STATISTICAL QUALITY CONTROL
• Concept of SQC
• Acceptance sampling and inspection plans
• Statistical process control
• Process capability studies
UNIT 3. PEOPLES ISSUES IN TQM
• Leadership issues
• Total employee involvement
• 5 S concept
• Quality circles
UNIT 4. QUALITY MANAGEMENT SYSTEMS
• Quality audits
• Lead assessment & ISO - 9000
UNIT 5. QUALITY GURUS AND LEARNINGS FROM THEM
• Issues on quality by
o Demming
o Crosby
o Taguchi
o Juran
RECOMMENDED BOOKS:
• BESTERFIELD: Total Quality Management (Pearson)
• S. N. CHARY: Production & Operations Management (TMH)

BUSINESS ETHICS
COURSE CREDIT: 02
1. INTRODUCTION
• Business functioning and ethical dilemmas in management
• Unethical behaviour and conduct at individual, group, and corporate level
2. INDIVIDUAL ETHICS
• Ethics in corporate strategy
• Ethical dilemmas and value clarification for future managers
3. GROUP ETHICS
• Ethical attitudes of Indian managers
• Managers facing unethical management
4. CORPORATE ETHICS
• Ethics and company philosophies
• Corporate social responsibility
5. APPLICATIONS
• Ethics in marketing research and marketing strategy
• Ethics in finance: Tax planning; financial disclosures
• Ethics in information technology and systems usage
• Ethics and human resources management
• Environmental ethics
(Faculty should use Indian case studies for this unit)
ESSENTIAL TEXTS
• MANUEL G. VELASQUEZ: Business Ethics: Concepts and Cases (Pearson: Latest
Edition)
• FERNANDO: Business Ethics: An Indian perspective (Pearson:2009)
IMPORTANT
• While the faculty should follow the texts listed here, the ethical issues and their
resolution should be discussed through cases from Indian business.
• The students should be encouraged to read the business papers and magazines to learn in
depth about such ethical dilemmas faced by Indian managers.
• The end term paper will have three sections. Section-A will have 2 compulsory questions.
Q.1 will be case based while Q.2 will be definitions based (15). Section-B, covering units
1-4 will have 3 questions out of which the student will have to answer any 2. Finally,

Section- C will cover unit-5 and will again require the student to answer 2 out of the
given 3.
• The end term examination will be of 3 hours duration.
RETAIL MANAGEMENT: MARKETING & OPERATIONS
COURSE CREDIT: 03
SECTION-A: OPERATIONS
(WEIGHTAGE: 50%)
1. RETAILING: AN INTRODUCTION
• Concept and significance of retailing
• Retail management: Decisions involved
• Growth of retailing in India; modern vs. traditional retailing
2. RETAIL LOCATION AND SITE SELECTION
• Location and retail strategies
• Factors affecting the location and attractiveness of a site
• Estimating demand for a new location
3. FINANCIAL STRATEGY
• Profit model and the profit numbers
• Turnover figures in retailing
• Integration of marketing and financial statements
• Setting performance objectives
4. MERCHANDISE MANAGEMENT: ASSORTMENT PLANNING
• Buying process by categories
• Merchandise plan objectives
• Sales forecasting
• Assortment planning process
5. MERCHANDISE PURCHASE SYSTEM
• Merchandise buying systems
• Budget plans
• Forward cover; open to buy
• Allocation of merchandise to stores
• Analysis of merchandise performance
6. MERCHANDISE MANAGEMENT: BUYING
• What to stock: Manufacturer brand or private labels
• Sourcing decisions
• Vendor management: connecting, negotiating, relationships with vendors

SECTION-B: MARKETING
(WEIGHTAGE: 50%)
7. RETAIL MARKET STRATEGIES
• Scope of retail market strategy
• Building sustainable advantage: Tools and techniques
• Retail growth strategies
8. CUSTOMER BUYING BEHAVIOUR
• Buying decisions
• Buying process
• Factors influencing buying decisions
• Segmentation, targeting, and positioning
9. PRICING THE OFFER
• Pricing strategies
• Approaches to setting price
• Price adjustments
• Price to stimulate purchases
10. PROMOTING THE MERCHANDISE: LAYOUT, DESIGN, VISUAL
MERCHANDISING
• Objectives of store design
• Various kinds of layouts
• Space planning
• Presentation of merchandise
• Atmospherics for selling
ESSENTIAL TEXTS
• LEVY & WEITZ: Retailing Management (TMH: Latest Edition)
• SINHA AND UNIYAL: Managing Retailing (OUP: 2007)
• ET CDs on Retailing
• IMAGES YEAR BOOK ON RETAILING Latest Edition
• LATEST REPORTS ON RETAILING FROM KPMG, PWC, E&Y, BCG, etc.
IMPORTANT
• The faculty is free to use alternate books as long as they cover the syllabus and focus on
Indian retailing scene in depth.
• The end term examination will focus on Indian retail and not merely on concepts
• The paper will be divided into 3 sections. Section-A will have 2 questions, both
compulsory. Q1 will be case based. Q2 will have 15 definitions/concepts to define.
Section-B will cover Retail Operations (Units 1-6) and will have 3 questions; a student
will answer any 2 questions. Likewise Section-C will cover Retail marketing (Units 7-10)
and will have 3 questions; a student will answer any 2 questions.

• All the students who wish to make career in Retailing, certainly a very promising option,
should do intensive study of business papers and magazines which cover Indian Retail
scene on almost daily basis.
CUSTOMER RELATIONSHIP MANAGEMENT
COURSE CREDITS: 2
1. INTRODUCTION TO CRM
• Concept of satisfaction, dissatisfaction, and delight
• Starting point: Customer needs identification; meeting the needs; exceeding expectations:
transactional marketing to relational marketing
• Types of CRM: Operational; collaborative; analytical
2. CUSTOMERS AND CUSTOMER VALUE
• Customer segments
• Different categories and relationships (With mercenaries, apostles, hostages, defectors)
• Loyalty as basis of segmentation
• Customer value: concept and characteristics; life time value
• Customer value creation
3. CUSTOMER ACQUISITION, MAINTENANCE, AND ENHANCEMENT
• Understanding changing customer needs, behaviour, and expectations
• Provision of service in a competitive environment
• Permission marketing and CRM
• Retention management strategies
• Attrition management
4. CUSTOMER RELATIONSHIP MANAGEMENT PROCESS
• Technology as enabler
• Data warehousing and data mining
• E – CRM solutions
• Contact centre technology; frontdesk management technology
(Note: This unit needs to be taught in detail)
5. BUILDING AND DELIVERING A CRM PROGRAM
• Setting up of CRM program objectives
• Stepwise implementation of CRM Programme
• Estimation of resource needs, including finances
• Program delivery logistics: call centre, internet, web, etc.

6. CRM MEASUREMENT
• What needs to be measured: Attitudinal and behavioural loyalty
• Types of customer matrices: KPI, balance score cards, customer value index
• Application of these matrices
7. UNDERSTANDING AND DEFINING THE INTERNAL CUSTOMER
• The triangle of marketing: internal, external, and interactive marketing
• Internal customer philosophy: Understanding internal customer needs, teamwork, and
employee care
• Involvement of employees in serving the external customer better: Leadership; reward
and recognition system
ESSENTIAL TEXTS:
• S. SHAJAHAN: Relationship Marketing (TMH)
• G. SHAINESH & JAGDISH N. SHETH: Customer Relationship Management
(Macmillan)
IMPORTANT:
• The faculty is free to substitute above books by books of his choice provided they cover
the syllabus prescribed.
• The end term paper shall have a combination of conceptual and applications based
questions.
• The paper will be divided into 3 sections. Section-A will have 2 questions, both
compulsory. Q1 will be case based while Q2 will have 15 definitions/concepts to
elaborate. Section-B, covering units 1-4, will have 3 questions, out of which 2 will have
to be answered. Section-C, covering units 5-7, will have another 3 questions out of which
2 will have to be answered.

DIGITAL MARKETING
COURSE CREDITS: 02
1. INTRODUCTION TO DIGITAL MARKETING
• Defining Digital Marketing and its role
• Scope of Digital marketing: Various channels
• How significant is Digital Marketing?
• Newer media for marketing
2. EMAIL MARKETING
• Introduction to eMail Marketing
• History of eMail Marketing
• Key terms and concepts
• How eMail Marketing works
• Pros and Cons of eMail Marketing
3. ONLINE ADVERTISING
• Introduction to Online Advertising
• History of Online Advertising
• How Online Advertising works
• Putting it all together
• Emerging technologies
4. AFFILIATE MARKETING
• Introduction to Affiliate Marketing
• History of Affiliate Marketing
• How Affiliate Marketing works
• Tools of the trade
• Setting up an Affiliate Marketing campaign
• Pros and cons of Affiliate Marketing
5. SEARCH ENGINE MARKETING

• The importance of search engines
6. SEARCH ENGINE OPTIMIZATION (SEO)
• Introduction to SEO
• History of SEO
• How SEO works
• Tools of the trade
• Pros and Cons
7. VIRAL MARKETING
• Introduction to Viral Marketing
• History of Viral Marketing
• How Viral Marketing works
8. ONLINE REPUTATION MANAGEMENT
• Introduction
• How it works
• Recovery Path
9. MOBILE MARKETING
• Introduction
• Why the mobile
• Mobile phones
• Mobile web
• Planning to go Mobile
• Pros and Cons
10. DIGITAL MARKETING STRATEGY
• Introduction
• How the internet has changed the world we market in
• The internet and the marketing mix
• Developing a marketing plan
• Digital Marketing in marketing overall.
ESSENTIAL TEXTS:
• DAMIAN RYAN CALVIN JONES: Understanding Digital Marketing (Kogan Page)
(Chapters. 2, 3, 6, 7, 9, 10)
• ICFAI: Digital Marketing - Concepts and Experience (ICFAI Press) (Chapters. 6, 10)

• ICFAI: Digital Marketing – Approaches and Applications (ICFAI Press) (Chapters. 4, 7,
9, 10, 12, 13 & 14)
• RANDHIV MEHTA: Getting to transformation (Macmillan) (Chapters. 2, 3, 5, 6, 9, 10,
11, 18)
• R. PRASAD: Digital Marketing (OUP) (Text Book)
IMPORTANT:
• The faculty is advised to follow the prescribed texts and teach the subjects from Indian
perspective.
• The end term examination will be divided into three sections. Section – A will have Q1,
case based, which will have to be compulsorily answered. Q2 in this section will ask
about 15 definitions/ concepts and again will be compulsory. Section – B will have 3
questions which will be set from units 1 – 6. The student will have to answer any 2.
Finally, section – C will have 3 questions from units 7-10 out of which 2 will have to be
answered.
• All the questions will be applied, as against concept based.
• The end term examination shall be of 3 hours duration.

EXECUTIVE COMMUNICATION & MENTORING
COURSE CREDITS: 06
There is no formal syllabus for executive communication and mentoring. You are advised to
contact Prof. Prashanto Banerjee directly for any guidance and clarification.

SPECIALIZATION: MARKETING
MARKETING RESEARCH
COURSE CREDIT: 4
1. INFORMATIONAL PERSPECTIVE AND ORGANIZATION
• Marketing research: Meaning, need, and scope
• Information and decision making
• Marketing information system
• Decision support systems
• Research process and research design
• Research data
2. MEASUREMENT TECHNIQUES IN M.R.
• The concept, scales, and components of measurement
• Questionnaire design
• Qualitative design. Attitude scales
• Interviews
• Mailed questionnaires
• Group discussions
• Focus groups
• Motivation/psychological research
• Shopping mall tests
• Web based research
3. SALES FORECASTING
• Importance of sales forecasting and its role in marketing research
• Consequences of incorrect forecasting
• Quantitative & qualitative aspects of forecasting

4. RESEARCH IN MARKETING MIX
• Product research testing
• Price research
• Distribution research
• Advertising and communication research
5. MARKETING RESEARCH REPORTS
• Preparing written research reports and oral presentations
• Reading and interpreting research reports.
RECOMMENDED BOOKS
• GREEN, TULL, AND ALBAUM: Research for Marketing Decisions (PHI Learning)
• LUCK AND RUBIN: Marketing Research (PHI Learning)
• NARESH MALHOTRA: Marketing Research- An Applied Orientation (Pearson)
• ZIKMUND: Marketing Research (Cengage)

DISTRIBUTION AND LOGISTICS MANAGEMENT
COURSE CREDIT: 2
1. DISTRIBUTION PLANNING AND CONTROL
• Role and function of intermediaries; their selection and motivation
• Distribution analysis, control, and management
• Channel dynamics: VMS, HMS, multichannel marketing system
• Channel conflict and their management
2. DISTRIBUTION SYSTEM
• Physical distribution system: Various decision areas
• Modes of transport in India; their characteristics
3. LOGISTICS
• Logistics management: Meaning; functional areas of logistics; logistics integration for
customer satisfaction
4. COST AND CUSTOMER MANAGEMENT
• Distribution costs and their management
• Customer service
5. SUPPLY CHAIN
• Supply chain management
• Integration of procurement and supply strategies
RECOMMENDED BOOKS:

• CHOPRA, MEINDI, AND KALRA: Supply Chain Management(Pearson)
• R.H.BALLOU AND SAMIR K. SRIVASTAVA: Business Logistics/ Supply Chain
Management(Pearson)
• SATISH C. ALLAWADI & RAKESH SINGH: Logistics Management (EEE)
• KAPOOR & KANSAL: Basics of Distribution Management: A Logistics Approach
(PHI Learning)
• P. VENUGOPAL: Sales and Distribution Management (Sage Publications)
B 2 B MARKETING
COURSE CREDIT: 2
1. B2B MARKETING: OVERVIEW
• Nature and scope of B2B marketing
• Basics of industrial marketing
2. UNDERSTANDING CUSTOMER & ITS ENVIRONMENT
• Organisational buying behaviour
• Organising for the buying function
• Managing buyer seller relationship
• Researching the business markets
3. ORGANISING THE MARKETING FUNCTION
• Market segmentation strategy
• Product decisions for industrial products
• Management of new industrial products
• Pricing strategy for new products
• Pricing strategy in a competitive environment
4. PROMOTING AND PLACING B2B PRODUCTS
• Communication for industrial markets
• Industrial products distribution
• Commercial aspects of industrial marketing

• Industrial selling
5. SPECIFIC MARKETING PROGRAMS
• Marketing of projects
• Marketing of industrial services
RECOMMENDED BOOKS:
• P. K. GHOSH: Industrial Marketing (OUP): Relevant chapters only.
SPECIALIZATION: HR MANANGEMENT
HUMAN RESOURCE PLANNING
COURSE CREDIT: 4
1. INTRODUCTION TO MANPOWER PLANNING
• Definition and scope
• Objectives, importance, benefits, and challenges involved.
2. MANPOWER PLANNING PROCEDURES
• System and procedures used
• Manpower data bank
• Norms, plans, and projections
• Forecast: Manpower supply and demand; reconciliation between the two
• Manpower budgeting
• Manpower acquisition and redeployment
3. ASSESSMENT OF MANPOWER REQUIREMENT
• Information required
• Manpower surveys; employment market information
• Labor market characteristics
4. MANAGING CAREERS
• Career planning and management
• Succession planning

5. UTILIZATION AND CONTROL
• Improving manpower utilization
• Wastage analysis, downsizing, and manpower control.
RECOMMENDED BOOKS:
• DIPAK K. BHATTACHARYA: Human Resource Planning (Excel)
• GATEWOOD, FIELD & BARRICK: Human Resource Selection (Cengage: 2008)
WORK PSYCHOLOGY
COURSE CREDIT: 2
1. PSYCHOLOGICAL PROCESSES IN WORK CONTEXT
• Framework and bases
• Personality in work context
• Industrial psychological research
2. ENVRIONMENTAL PSYCHOLOGY AND ERGONOMICS
• Organizational psychology
• Environmental psychology
• Ergonomics
3. WORKPLACE DIVERSITY AND PSYCHOLOGICAL ADJUSTMENTS
• Work psychology well being, and adjustments
• Workplace diversity
4. INDUSTRIAL PSYCHOLOGY TESTING AND ASSESSMENT
• Psychological testing: Meaning, scope, and effectiveness
• Principles involved: Norms and meaning of test scores, reliability, validity, and item
analysis
• Ability testing: Individual tests; tests for special populations; group testing

• Personality testing: Self assessment personality inventories; measurement of interests and
attitudes; projection techniques
• Application of testing; ethical and social considerations involved
• Personnel psychology
5. INDIVIDUAL DIFFERENCES AND WORK PERFORMANCE
• Demographic, personality, and cultural factors contributing to individual differences
• Individual differences in the work context
• Individual differences in cognitive behaviours, personality traits, personal orientation,
and emotional state
• Individual difference in goal striving, work motivation, and work satisfaction
• Individual differences and decision making behaviours
• Individual differences and entrepreneurship
• Individual differences and organizational withdrawls
RECOMMENDED BOOKS:
• PAUL M. MUCHINSKY: Psychology Applied to Work (Hypergraphic press)
• MALTHEWMAN, ROSE, AND HETHERINGTON: Work Psychology : An
Introduction to Human Behaviour (OUP)
• DUNANC SCHULTZ: Psychology and Work Today ( Pearson)
• PETER WARTSMAN: Psychology at Work
• JOHN ARNOLD, IVAN T.ROBERTSON, AND CARY L. COOPER: Work
Psychology:Understanding Human Behaviour in The Workplace (Prentice Hall)

PERFORMANCE MANAGEMENT & APPRAISAL SYSTEM
COURSE CREDIT: 2
1. INTRODUCTION TO PERFORMANCE APPRAISAL
• Performance appraisal: Meaning, purpose, and scope
• Pros, Cons and reputation of performance appraisal
• Legal aspects of performance appraisal systems
• Performance planning
2. PERFORMANCE EXECUTION
• Performance execution: Meaning, and scope
• Performance execution & managerial and employee responsibilities
• Performance tracking
• Performance enhancement: Motivators
3. PERFORMANCE ASSESSMENT
• Appraisal of performance
• Review
• Appraisal forms

• Process
4. BUILDING PERFORMANCE EXCELLENCE
• Factors leading to excellence in work
• Creating development plans that work for the employees
• Management and employee responsibilities in development
• Using the job as part of the development process
• Problem employees
• Identifying gaps between desired and actual performance
• Getting a buy in to change
• Documenting change discussions
• Attitude and attendance problems
5. PERFORMANCE CONSELLING
• Objectives of counselling
• Conditions for effective counselling
• Sequential process of performance counselling
• Making counselling effective
RECOMMENDED BOOKS:
• TV RAO: Performance Management & Appraisal System (Sage)
• SAKS: Performance Management through Training and Development (CIPD)
• MICHAEL ARMSTRONG: Performance Management (Kogan Page)
• TV RAO: 360 Degree Feedback and Performance Management System (Excel Books)
• MIKE WALTENS: The Performance Management Handbook (Jaico Publishing House)

SPECIALIZATION: FINANCE
MERGERS & ACQUISITIONS
COURSE CREDIT: 4
1. FORMS OF BUSINESS ALLIANCES
• Strategic choice of type of business alliance
• Merger and acquisition and take-over
• Introduction to restructuring problems; types of mergers; reasons for M & A; vertical,
horizontal, conglomerate, concentric mergers.
• History of mergers – the first to the fourth wave and causes thereof.
• The strategic Process – Theories of mergers and tender offering – financial synergy and
managerial synergy.
• Joint ventures and alliances
2. DEFINING AND SELECTING TARGET
• Pricing of mergers (Pricing the competitive bid for take- over)
• Negotiation/approach for merger
• Acquisition and take – over contracting; implementation of M & A; managing post-
merger issues

3. VALUING FIRMS AND THE DIFFERENT METHODS OF VALUATION
• Product life cycle effect on valuation.
• Corporate and financial restructuring
• Divestiture – Mechanism, process and techniques legalities involved in M & A and take-
over
• Ethical issues of merger and take-over
4. ACCOUNTING FOR MERGERS
• Financing the mergers and Take-overs
• Corporate restructuring divestment and abandonment
5. LEGAL ASPECTS OF M&A
• Legal aspects of mergers/amalgamation and acquisition; provisions of Companies Act;
SEBI regulation; Takeover Code; schemes of amalgamation; court approvals
RECOMMEDNDED BOOKS:
• GAUGHAN: Mergers, Acquisition & Corporate Restructuring (John Wiley)
• SUDI SUDERSANAM: Creating Value from M&A (Pearson)
STRATEGIC CORPORATE FINANCE
COURSE CREDIT: 2
1. INTRODUCTION TO STRATEGIC FINANCE
• Business system and maximization of wealth of shareholders/stakeholders
• Objective function of a business entity: wealth maximization for the shareholders and/or
stakeholders
• Corporate governance issue: Principal – agency problem
• Share holders – marginal and average
• Principles of investment decisions
2. MEASUREMENT OF RETURNS
• Investment decisions: strategic and tactical roadmap for companies
• Capital budgeting: Concepts; decision making, including risk analysis
• Inflation and capital budgeting
• Economic value added (EVA): Concept and measurement in India companies
3. CORPORATE FINANCING DECISIONS

• Corporate life cycle approach
• Corporate debt: Benefits and costs
• Optimal capital structure
• Issues in designing capital structure (profitability & liquidity, control & tax tax planning,
maneuverability)
• Transition from prevailing capital structure to optimum mix (debt plus equity)
• Dividend payouts
4. BUSINESS DECISIONS AND BUSINESS VALUATION
• Basics of business valuation
• Discounted cash flow: Concept, variants, and measurement
• Real options
• Relative valuation
• Integrated business valuation
5. CORPORATE RESTRUCTURING AND CORPORATE FINANCE
• Financial framework for Corporate Restructuring
• Corporate Debt Restructuring Mechanism
• PE and hybrid financing
RECOMMEDED BOOKS:
• ASHOK BANERJEE: Financial Management, EB
• PRASANNA CHANDRA: Fundamentals Financial Management, TMH
• JOHN WILD, SUBRANANYAM & ROBERT HALSEY: Financial Statement
Analysis. TMH
• BREARLY AND MYERS: Financial Management TMH
• A. DAMODARAN: Applied Corporate Finance (John Wiley)

MULTINATIONAL BUSINESS FINANCE & FOREX MANAGEMENT
COURSE CREDIT: 2
1. ESSENTIALS OF INTERNATIONAL FINANCE
• International finance: Issues & dimensions
• International finance: Nature, role
• International monetary/financial system
• Internationalization process; international financial flows, and balance of payments
framework
2. CAPITAL IN MBF
• Capital structure
• Capital budgeting
• Working capital management
3. INTRODUCTION TO FOREIGN EXCHANGE

• Sources and Uses
• International exchange system and balance of payment (BoP) framework,
• International financial institutions ,
• Basic glossary of foreign exchange market
4. FOREX MARKETS
• Regulatory framework
• Various kinds of instruments
• Different type of markets
• Working of Forex market
5. FOREIGN EXCHANGE RISK MANAGEMENT
• Introduction and need of risk management
• Types of risks and instruments to hedge forex risks
- Currency futures and currency options
- FX exposure and transaction risk
- Market Risk
- Counterparty Credit risk
- Settlement risk
- Measurement Techniques and Management Practice
• Hedging products
RECOMMENDED BOOKS:
• MOFFETT, STONEHILL, EITEMAN: Study Guide for fundamentals of Multinational
Finance (Addition Wesley: 2008)
• A. V. RAJWADE: Foreign Exchange International Finance and Risk Management
(Universal Law Publishing Co. Pvt. Ltd)

SPECIALIZATION: MARKETING COMMUNICATION
MARKETING AND ADVERTISING RESEARCH
COURSE CREDIT: 4
1. INFORMATIONAL PERSPECTIVE AND ORGANIZATION
• Marketing research: Meaning, need, and scope
• Information and decision making; M.I.S.
• Research process and research design
• Research data
• Techniques to collect information
2. RESEARCH IN MARKETING MIX
• Product research
• Price research
• Distribution research
• Communication research

3. PRERESEARCH IN ADVERTISING
• Advertising research during pre and post release phases
• Creative development research
• Concept testing
• Pretesting the whole campaign
4. POSTTESTING
• Techniques for post testing
• Measurement of effectiveness of advertising
• Limitations of research in advertising
5. PRESENTING RESEARCH
• Preparing written research reports and oral presentations
• Reading and interpreting research reports
RECOMMENDED BOOKS:
• GREEN, TULL, AND ALBAUM: Research for Marketing Decisions (PHI Learning)
• JOHN PHILIP JONES: When Ads Work: New Proof that Advertising Triggers
Sales(M.E. Sharpe Inc.)
• LUCK AND RUBIN: Marketing Research (PHI Learning)
• NARESH MALHOTRA: Marketing Research- An Applied Orientation (Pearson)
• ZIKMUND: Marketing Research (Cengage)
ACCOUNT PLANNING, SERVICING AND MANAGEMENT
COURSE CREDIT: 2
1. COMMUNICATION PLANNING AND EXECUTION
• Situation analysis
• Objective setting
• Message strategy
• Media strategy
• Execution
2. ACCOUNT PLANNING BASICS
• Meaning and scope of account planning
• Role, responsibilities, and tracts of an account planner

• Account servicing basics
• Overall account management
3. RESEARCH AND ACCOUNT PLANNING
• Strategic research
• Strategy document
• Message development research
• Research challenge
4. ACCOUNT SERVICING
• Advertising agency and account servicing
• Role and responsibilities of client service team
• Client - agency relationship: services provided
5. ACCOUNT MANAGEMENT
• Client brief
• Strategy formulation
• Strategic execution
• Evaluation
RECOMMENDED BOOKS:
• SANGEETA SHARMA & RAGHUVIR SINGH: Advertising Planning and
Implementation(PHI Learning)
• TEJ K. BHATIA: Advertising and Marketing in Rural India (Macmillan Books)
• JOHN STEEL: Truth, Lies and Advertising- The Art of Account Planning (Wiley
books)
• SUNIL GUPTA: Living on the Edge (Roli books)
• DON COWLEY: How to Plan Advertising (Abe Books)

PUBLIC RELATIONS AND CORPORATE COMMUNICATION
COURSE CREDIT: 2
1. PUBLIC RELATIONS
• Meaning and scope
• Tools for P.R
• Planning of a P.R. activity
• Executing a P.R.campaign
2. CORPORATE COMMUNICATION
• Concept: Need, advantage, benefits

• Identification of public for corporate communication
• Corporate communication planning and execution
3. CORPORATE COMMUNICATION SETUP
• Functional interface within the organization
• Role of corporate communication department
4. EXTERNAL COMMUNICATION
• Media Training
• External functional interface with ad. Agency, PR agency, and other media
• Limitations of corporate communication
5. CORPORATE COMMUNICATION CASE STUDY
• Success stories
• Failure stories
RECOMMENDED BOOKS:
• PHILIP LESLEY: Handbook of Public Relations (Jaico)
• SUSHIL BEHL: Making P.R. Work (Wheeler Publishing)
• SUBIR GHOSH: Public Relation Today (Rupa)
• CENTER & JACKSON: Public Relations Practices (Prentice Hall)
• LYNN UPSHAW: Truth: The New Rules for Marketing in a Skeptical World
(AMACOM)
SPECIALIZATION: INFORMATION TECHNOLOGY
ERP AND CRM CONSULTING & IMPLEMENTATION
COURSE CREDIT: 4
1. INTRODUCTION TO ERP
• Meaning
• Various products available, including SAP
• ERP implementation: phases and problems faced
• Models of ERP
2. VERTICALS AND ERP

• Banking
• Retail
• Telecom
• Services
• Logistics
• Manufacturing
3. CRM STRATEGY
• Planning CRM implementation
• Understanding and measuring service quality
• Voice of customer
4. TECHNOLOGY FOR CRM
• Contact centre
• Frontdesk management
• CRM technology
• Customer data management
5. CRM MEASUREMENT
• What needs to be measured
• Consumer matrices
• Application of the matrices
RECOMMENDED BOOKS:
• ASHIM RAJ SINGLA: Enterprise Resource Planning
• RAHUL V. ALTEKAR: Enterprise Resource Planning: Theory and Practice (Cenage)
• FJERMESTAD & ROMANO: Electronic Customer Relationship Management (AMIS)
• V.K.GARG & N.K.VENKITAKRISHNAN: ERPWare: ERP Implementation
Frameworks (TMH)
• ALEXIS LEON: Enterprise Resource Planning (TMH)
TECHNOLOGY AND STRATEGIC CONSULTING
COURSE CREDIT: 2
1. INTRODUCTION:
• What is technology
• Contribution of technology to business performance: Economic analysis
• Technological and performance enhancement

2. TECHNOLOGY AND VALUE CHAIN
• Concept of value chain and contribution of technology: Technology & competitive
advantage
• Technology and value chain optimization
3. TECHNOLOGY SELECTION
• Technology scanning: Searching for window of opportunity
• Matching internal and external competencies
• Evaluation of risk vs. potential for success
• Short term vs. long term considerations
4. TECHNOLOGY ASSESSMENT
• Methodologies of technological assessment
• Problem issues in TA
• Organization and management of TA
5. ENTREPRENEURSHIP & TECHNOLOGY
• Web based entrepreneurship
• Websites and their potential in conducting business
RECOMMENDED BOOKS:
• RANDEV MEHTA: Getting to Transformation (Macmillian)
• MOMAYA & SHARMA: New Business Paradigm : Global, Virtual, and Flexible
(Thomson Learning)
• KATHLEEN R. ALLEN: Bringing New Technology to Market (Pearson)
• ANDERSON, BRAMORSKI, TESAR, AND GHOSH: Strategic Technology
Management (Edited books)
• SAMEER KUMAR: Connective Technologies in the Supply Chain ( Auerbach
Publications)
• WHITE: The Management of Technology and Innovation: A Strategic Approach
(Cengage)
M – COMMERCE
COURSE CREDIT: 2
1. INTRODUCTION
• Concept of commerce, e-commerce, and commerce through mobile screens
• Scope of m – commerce in India vis – a- vis. Other modes

• Obstacles in the path of m – commerce in India
2. MOBILE COMMUNICATION
• Managerial perspective of mobile communication and mobile internet
• Business models and m – commerce today; m – commerce value chain
3. MOBILE COMMERCE IN INDIA
• Mobile ways in India; mobile industry
• Relevance and potential of mobile industry in urban and rural India
4. MOBILE INDUSTRY: POLICIES AND REGULATIONS
• Regulatory issues of m – commerce
• Regulatory model of m – commerce: Stakeholders’ perspective
5. SYSTEMS DYNAMICS
• The eco – system of m – commerce: Casual loops and impact of policies and regulation
• Mobile commerce: Present and future in India
• Wireless spectrum auctions
• Mobile security and payments
RECOMMENDED BOOKS:
• NORMAN SADCH: M.Commerce: Technologies, Services, and Business Models
(Wiley)
• DAVID WHITELEY: E- Commerce (TMH)
• ELIAS M. AWAD: Electronic Commerce: From Vision to Fulfilment (Elias M Awad
Books)
• P.T.JOSEPH: E-Commerce: An Indian Perspective (PHI Learning)
• RAVI KALAKOTE & ANDREW B. WHINSTON: Frontiers of Electronic Commerce
(Wesley)

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