MBA Syllabus 2011-12

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XX Academic Council Meeting SASTRA

Item No : 20.43

MBA Programme III & IV SemestersIII – Semester

S.No.Subject Code

Subject Title

Periods of

Instruction /

WeekCredit

Points

L T P

1 MMBA301R05 International Business Environment 4 - - 4

2 MMBA302R04 Soft Skills 2 - - 2

3 MMBA305 Elective – I 4 - - 4

4 MMBA305 Elective – II 4 - - 4

5 MMBA306 Elective – III 4 - - 4

6 MMBA307 Elective – IV 4 - - 4

7 MMBA308 Elective – V 4 - - 4

8 MMBA309 Elective – VI 4 - - 4

9 MMBA319 Case Writing - - - 2

Total Credits 32

IV – Semester

S.No.Subject Code

Subject Title

Periods of

Instruction /

WeekCredit

Points

L T P

1 MMBA401R04 Corporate Ethics & Governance 4 - - 4

2 MMBA402R03 Enterprise Resource Planning 3 - - 3

3 MMBA403R05 Supply Chain and Logistics

Management

3 - - 3

4 MMBA404 Elective – I 4 - - 4

5 MMBA405 Elective – II 4 - - 4

6 Project & Viva Voce - - - 10

Total Credits 28

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List of Elective Courses (for III & IV Semester)Specialization Topics:-

Marketing Human Resource Management

Branding and Promotion Management

Services Marketing

Sales and Distribution Management

Rural Marketing

Management of Change

Cross Culture & Global HR Management

Learning & Development

Compensation Management

Operations Management FinanceMaterials Management

Production Planning and control

Project Management

Total Quality Management

Security Analysis & Portfolio Management

Money & Capital Market

Merchant Banking & Financial ServicesProject – Planning, Analysis and Management

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XX Academic Council Meeting SASTRAMMBA301R05 - INTERNATIONAL BUSINESS ENVIRONMENT

Credits: 4 L T P C

4 - - 4

Objective: This course aims at providing a conceptual background and understanding of theglobal business. The students get acquainted with the nature and dimensions of the evolving global and competitive business environment, which will influence managerial decisions.

Unit – I: International Business Environment:Business Environment – Political, legal, Economic and Cultural environment. Globalization –Drivers of globalization - Globalization of markets and production; Anti globalization. Overviewof economic development of BRICS countries.

Unit – II: International Trade Theory & Trade Blocks: Trade Theories – Overview and benefits of trade theories - Mercantilism, Absolute advantage,Comparative advantage, Heckscher – Ohlin, Product life cycle, New trade theory andNational competitive advantage theory.

‘Cross National Agreement - Impact of WTO agreements on developing countries, TRIPS,TRIMS and GATS. Regional economic integration and co-operational agreements, Impact of EU, ASEAN, SAARC

Unit – III: International Strategic Management:

International Strategy – Global Strategy Formulation and Implementation - Types of International strategy - Global, Transnational, International multi domestic strategy; Entrystrategies and strategic alliance

Unit –IV: International Business Decision and Control:International Finance – Foreign Direct Investments, Foreign exchange market & Internationalcapital market, Determination of exchange rate, Exchange risk management; Balance of payment, International financial institutions – Roles and functions. Business Decision –Controlling process and techniques.

Unit – V: International Operations Management:International operations – Global manufacturing management - Make or buy decision, GlobalSupply chain, an overview of Global marketing & Global HRM. Conflictmanagement : Arbitration

(Appropriate cases will be discussed under each topic)

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XX Academic Council Meeting SASTRAReference Books:

1. John D. Daniels and Lee H. Radebangh, International Business , Pearson Education

Asia, ., 2005.

2. Charles W.L.Hill, International Business , Irwin McGraw Hill, New York, 2005.

3. Richard M.Hodgetts and Fred Luthans, International Management , Irwin McGraw-Hill,New York, 2006.

4. Anand K.Sundaram and I. Stewart Black, The International Business Environment ,Prentice Hall of India, ., 2006.

5. Davidson, William H., Global Strategic Management , John Wiley & Sons, 2005

6. Thakur, Manab; Burton, Gene E. and Srivastava, B.N., International Management:Concepts and Cases , Tata McGraw Hill Publisher Co. Ltd., ., 2005

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HR Electives

MMBA307E10 R01- CROSS CULTURE & GLOBAL HR MANAGEMENT

Credits: 4 L T P C4 - - 4

Objective: In a Global economy with Technological innovations Trans-national corporations areincreasingly confronted with the changing nature of Business environment, Culture and Practices. This course aims at equipping managers with a global mind-set to comprehend thesechanges, appreciate differences in culture across geographical boundaries and fine-tune theMotivational and Leadership practices.

Unit - I: Introduction to National Culture:Defining a National Culture- Process of National culture formation- Cross cultural adjustment-National biases parochialism, ethnocentrism and other predispositions-Reasons, process of thebias formation. Cultural differences in selected countries and regions- Doing business in US,Europe, China, Japan, Korea, and Arab countries. Organisational cultures and Diversity-Organisation cultures in MNCs, Phases of multicultural development

Unit - II: International Negotiation and Communication:

International Negotiation: Steps & Strategies – Cultural differences affecting Negotiation-

Bargaining Behaviours, Ethics in International Negotiations. Cross Cultural communication:Assessing differences between countries – Cross Cultural differences and Managerialimplications - Communication barriers –Language, Cultural, Perceptual -Achieving culturaleffectiveness

Unit – III: Human Resource Management in Global Organizations:

Human and Cultural Variables and Global Organizations - Human Resource Management inGlobal Organizations- Selection source, selection criteria for international assignments;Managing expatriates- Compensation issues- Managing dual career expatriates, repatriation.Work motivation – Theories of work motivation – Motivation and Job design. Compensation and

Appraisal in Global Perspective - MNC and compensation system -Training in internationalmanagement. Labour relations in the international arena –International structures of unions.

Unit - IV: Cross Culture Leadership:

Leadership and management behaviour, models – Leadership behaviour – Cross culturecontext - Cross culture leadership and decision making- Decision making process andchallenges.

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XX Academic Council Meeting SASTRAUnit – V: Cross Culture Research:

Cross culture research methodologies and Hofstede’s Study - Kluckhohn and Strodtbeck’s

framework-Trompennar’s framework-Shwartz’s framework, Triandis’s framework - Structuralevolution of global organizations.


Reference Books:

1. Hodgetts, Luthans, Doh , International Management: Culture, Srategy, andBehavior, TataMcGraw-Hill ,2008.

2. Arvind V. Pathak,Rabi S. Bhagat,Roger J .Kashlak , International Management :

Managing in a Diverse and Dynamic Global Environment, TataMcGraw-Hill 2007.

3. Adler. N. J, International Dimensions of organizational behaviour , KentPublishing, 2001.

4. Hofstede, G., Cultures Consequence: International Differences in Work Related Values, Sage, London, 2000.

5. Mead, R., International Management: Cross Cultural Dimensions , Camb,Mass,Blackwell,1994.

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MMBA306E09 R01 - MANAGEMENT OF CHANGECredits: 4

L T P C 4 - - 4

Objective: To impart knowledge to students regarding the need and importance of effectiveimplementation of change in organizations by overcoming resistance, if any.

Unit - I: OD –Introduction:Organizational Development – Definition- History of OD- Action research process and approach,values, assumptions beliefs in OD -Foundations of OD, managing OD process -Overview of ODinterventions,

Unit - II: OD Interventions:Team interventions -Inter group interventions -Third party and peace making interventions-

Comprehensive OD interventions-Structural interventions and applicability of OD -Trainingexperiences: Sensitivity training - Behaviour modeling, life and career planning-Coaching andmentoring -Issues in consultant client relationships, power politics.

Unit - III: Change Management:An overview of organisational change -Forces for change-Types of change-Theoreticalframeworks of organizational change, and perspectives on organizational change- Environmentdependent, organization perspective-Process oriented perspectives, alternative perspective.

Unit - IV: Models of change:Recent approaches to organizational change- Process based change models- Content basedmodels -Integration of change models- Business Process Reengineering -Outsourcing,

downsizing, resistance to organizational change-Nature of resistance- Factors contributing toresistance- Managing resistance to change- Role of change agent -Skill required for the role of change agent - Skills for managing change- Organizational culture and change.Unit - V: Future of OD:Emerging forms of organization - Mergers and Acquisitions, and turnaround management. ODin global settings - Global social change, and future directions in Organisation Development


Reference Books1. Cummings & Worley, Organisation Development and Change, 7/e, , Thomson

Publication, 2006.

2. French & Bell, OD :Behavioral Science interventions for organisationimprovement ,, Pearson education, 1998.

3. Radha Sharma , Change Management, concept and applications , Tata Mcgraw Hill,2006.

4. Robert A. Paton, James Mc. Calman, Change Management – A guide to effective

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XX Academic Council Meeting SASTRAimplementation, Sage Publication, 2001

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XX Academic Council Meeting SASTRAMarketing Electives

MMBA305E49 - BRANDING & PROMOTION MANAGEMENT

Credits: 4L T P C4 - - 4

Objective: The objective of this course is to impart in-depth knowledge to the studentsregarding the theory and practice of Brand Management, Advertising and Sales promotion.

Unit – I: Introduction to Branding:Brand, functions of a brand; Brand management process; Branding challenges& opportunities. Customer Based Brand Equity : Brand equity concepts - Aaker’s Brand equitymodel, Aaker’s guidelines for building strong Brand. Brand Equity Elements: choosing the brand

elements for building brand equity. Brand equity measurement - An overview on costbased method, price based method and customer based method

Unit - II: Branding Process:Brand Positioning: Guidelines, identifying & establishing brand positioning. Leveraging: Co-Branding, celebrity endorsements & brand ambassadors. Designing and implementing brandingstrategies: Brand product matrix, brand hierarchy/type- Kapferer’s branding system, brandextension. Brand rejuvenation and re-launch: Reinforcing & revitalizing brands; adjusting branddevelopment through acquisition takeover and merger

Unit - III: Introduction to Advertising:Advertising – Define, evolution, types, roles & functions of advertising; advertising & ethics;setting goals and objectives – DAGMAR approach; media planning & strategy – Print media,broadcast & interactive online media

Unit - IV: Creating Message:

Creative approaches, copywriting, advertising copy testing, production & implementation;organizing for promotion – Role of ad agency & other marketing organization.

Unit - V: Sales Promotion:Sales Promotion – Scope, role & growth of sales promotion; categories/types of sales promotion – Consumer oriented sales promotion & trade oriented sales promotion; Sponsorships, EventMarketing – Interactive & internet promotion; co-coordinating sales promotion & advertising –Budget allocation, themes coordination, media support & timing; sales promotion abuse

Mini project will be given to the students(Appropriate cases will be discussed under each topic)

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Reference Books:

1. Kevin Lane Keller, “Strategic Brand Management”, Pearson Education, ., 2008.

2. George E. Belch and Michael A Belch , Advertising and Promotion , Tata McGraw Hill,2001, 5/e.

3. RajeevBatra, John G.Myers, David A.Aaker , Advertising Management , Pearsoneducation, 2005, 5/e

4. Wells, Burnett, Moriarty, Advertising, Pearson Education, 2004

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MMBA304E12 R01 - SERVICES MARKETING


Objectives: This course aims at providing a perspective on the concepts, framework &analytical procedures available to service marketers to resolve the varied challenges faced indifferent situations.

Unit- I: Understanding Services:Definition and meaning of services: Distinct aspects of service management. Classification of services marketing-Customer involvement in service processes-Managing service encounters -Customer as co-producer.

Unit -II: Focus on Customers and Managing RelationshipsConsumer behaviour in service encounters- Targeting customers- Evaluation of services-Complaint handling and service recovery- Service guarantees.

Unit -III: Creating a value in a competitive marketPositioning of services-Creating value, pricing, and promotion of services- Organizing services-Managing people in services organisations.

Unit -IV: Planning and Managing Service DeliveryCreating delivery systems in place, cyber space and time-Enhancing value by improving qualityand productivity- Balancing demand and capacity- Quality issues in service marketing-Application of SERVQUAL model-Technology and service strategy.

Unit -V: Marketing of ServicesIntroduction on Tourism and Hospitality marketing-Financial services marketing, Telecom and IT& ITES marketing - Health care and Hospital marketing and Airlines marketing.


Reference Books:

1. Christopher Lovelock, Jochen Wirtz, Services Marketing, Pearson Education Asia,2006.

2. Valerie Zeithaml, Marie Joe Bitner, Services Marketing , Tata McGraw Hill Publication,2007.

3. Terrill, Middle brooks, Market Leadership Strategies for Service Companies , VivaBooks ltd., 2004.

4. Cengiz Haksever, Barry Render, Roberta S. Russel, Service Management andOperations , Pearson Education Asia, 2003

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Reference Books:

1. Zvi Bodie , Alex Kane, Alan J Marcus, Pitabas Mohanty, Investments, 6/e,Tata McGraw-Hill, 2006.

2. Reilly, F.K., Brown, K.C., Investment Analysis and Portfolio Management , 7/e, South-Western, 2003.

3. Patankar. S., Investment Management , 8/e, Himalaya Publishing House,2006.

4. Elton, Grubber, Modern Portfolio Theory and Investment Analysis , 5/e, WileyPublications, 1995.

5. Fabozzi, Investment Management , 2/e, Prentice Hall, 1999.

6. Avadhani .V.A., Securities Analysis And Portfolio Management, 4/e , HimalayaPublishing House,2008.

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XX Academic Council Meeting SASTRAMMBA309E27 R01 - MONEY AND CAPITAL MARKET

Credits: 4

L T P C4 - - 4

Objectives: The purpose of this course is to develop an understanding of the financial instruments that trade in modern financial markets, the financial institutions that participate inthese markets and the financial innovation process.

Unit - I: Financial System:Indian financial system: An overview: introduction, markets and components - Background,structure, nature, role, functions, necessity, economics, and definitions - Organization,operation, growth.

Unit - II: Money Market:Money market instruments, the framework of products, providers, investors, players, regulators,yields, liquidity, regulations and procedures of issuing various money market instruments

Unit - III: Capital Market:Bond markets – Mortgage markets – Equity market: Primary market, IPO, FPO, Rights issue,Bonus issue. Secondary markets – Participants, Trading mechanisms, types of orders,settlements, trading costs, buying on margin, short sales - Stock market regulations on tradingof securities.

Unit - IV: Capital Market Extension:Capital market – Venture capital – Conceptual framework, Venture capital funds – Regulatoryframework, Venture capital in India. Securitization – Asset securitization, Purposes, Applicationof securitization, Global and Indian scenario, limitations, Securitization and financial

intermediation, Changes in the function of intermediation, Securitization and Structured finance,Securitization as a risk management tool, Securitization and credit derivatives.

Unit - V: Mutual Funds:Introduction, AMC – Its working mechanism, portfolio management process in mutual funds,evaluating mutual funds, regulatory structure of mutual funds – RBI and UTI guidelines, SEBISchedules (fifth, seventh, eighth).

(Appropriate cases will be discussed under each topic)Reference Books:

1. Dr.S.Gurusamy, Financial Services and System , Vijay Nicole Imprints Private Limited,2008.

2. M Y Khan, Indian Financial System 6/e, Tata McGraw Hill, 5/e, 2008.

3. Suneja, H.R., Monetory Theory and Practice , Himalaya Publishing House, 2007.

4. Mithani. D.M., Money, Banking, International trade and Public finance , HimalayaPublishing House, 2007.

5. Zvi Bodie, Alex Kane, Alan J Marcus, Pitabas Mohanty, Investments, 6/e, TataMcGraw-Hill Publishing company limited, ., 2006.

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XX Academic Council Meeting SASTRA6. Rose and Marquis, Money and Capital Markets, Mc-Graw Hill International, 2006.

MMBA311E29 R01 - MERCHANT BANKING & FINANCIAL SERVICES


Objectives: To help students to learn the various financial services and their role in the overall financial system.

Unit – I: Merchant Banking:Merchant Banking in India : An overview – Recent developments and challenges ahead –Institutional structure – Functions of merchant banking – Selection of a merchant banker – Their accountability. Legal & regulatory framework – Merchant banking under Company Law,SCRA,SEBI guidelines – Procedures to be followed in registration – Norms of operations.

Unit – II: Issue Management:Appraisal of projects – Designing capital structure – Role of merchant banker in issuemanagement - Issue pricing – Preparation of Prospectus – Offer for sale – Selection of bankers

– Advertising consultants – Role of Registrars – Underwriting arrangements – Placement withFinancial Institutions –Mutual Funds- Foreign Institutional Investors – Issue marketing –Advertising strategies – Brokers & Investors – NRI marketing – Dealing with Bankers to theissue Underwriters, Registrars, Brokers - Post Issue activities – Private placement – Bought outdeals – Off-shore issues – GDRs, ADRs, FCCBs. Book building.

Unit III: Leasing & Hire Purchasing:Leasing - Lease financing – Concepts and features of different lease arrangements. Legal and

tax aspects of leasing. Lease evaluation. Hire purchase: Hire purchase financing – Conceptsand features, Legal and tax aspects, Accounting and financial evaluation.

Unit – IV: Other Corporate Services:Mergers and Acquisitions – Portfolio management services – Bills discounting – Creditsyndication. Factoring and Forfaiting: Concepts and features, Types, Factoring vis-à-vis Billsdiscounting finance, Factoring vis-à-vis Forfaiting, Problems and prospects of factoring servicein India.

Unit V: Emerging issues:Credit rating and credit score – various credit rating practices. Consumer finance – Credit cards

– Overview of venture capital-Real estate financing and housing finance.(Appropriate cases will be discussed under each topic)

Reference Books:1. M Y Khan., Financial Services , TMH Publication Company Ltd, 3/e, 2007.

2. Gurusamy, S., Financial Services and Systems , Vijay Nicole Imprints, Pvt. Ltd, 2007.

3. Machiraju H R , Merchant Banking – Principles and Practice, New Age International(P) Limited, Publishers, 3/e, 2007.

4. Bhalla, V.K., Management of Financial Services , Anmol Publications, 2008.

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5. Irani, F, Inside Leasing , TMH Publication Company Ltd, 2006.Operations Management Electives

MMBA 306 E51 - MATERIALS MANAGEMENTCredits: 4

L T P C4 - - 4

Objectives: The purpose of this course is to develop an understanding and create practical exposure in Inventory Management.

Unit - I: Introduction:Introduction – scope of materials management – Primary and secondary objectives – Integratedmaterials management – Relation with other functional areas of organization –Role of materialsmanagement in business. Organizing for materials management – Basis for forming

organizations – Conventional and modern approaches to organizing materials managementUnit - II: Material Control:Materials identification – Classifying of materials – Codification of materials – Standardization –Simplification and variety reduction of materials. Inventory control – Techniques – FSN, VED,ABC – Working capital management with reference to inventory .

Unit - III: Stores Management:Management of stores – Location – Different types of stores – Methods of storing – Safety andsecurity of materials – Stores equipment – Materials handling equipment – factors affectingmaterials handling. Stores issues and receipts – Procedures – Forms and policies in storestransactions – Stores accounting – stores organization.

Unit - IV: Purchasing:Purchasing – Planning purchasing materials – Norms of vendor rating – Selection anddevelopment – Purchasing procedures and methods – Legal aspects – Insurance of materials –Supply management – Sources of supply – Outsourcing. Sub-contracting – Reasons for sub-contracting – Criteria for selecting sub-contractors – Rating – Factors affecting sub-contract ratefixing – Internal and external sub-contract

Unit - V: International Buying:International buying - Importance - Global sourcing - Global trading - Green purchasing - EXIMPolicy - Exchange rate management – Forward contracts - INCOTERMS. Contracts & pricingpractices - Negotiation purchase timing - Make or Buy - Capital equipment purchase - Sourcing

of projects.(Appropriate cases will be discussed under each topic)

Reference Books:1. Dobbler, Burt D.N, Purchasing and Supply Chain Management ,

Tata McGraw-Hill, 7/e, 2004.

2. P Gopalakrishnan, Materials Management , Prentice Hall, 2002

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XX Academic Council Meeting SASTRA3. A. K. Datta, Integrated materials management , Prentice Hall, 2006

MMBA 307 E52 - PRODUCTION PLANNING & CONTROLCredits: 4

L T P C4 - - 4

Objective: This course aims at providing a conceptual background and understanding of Production Planning and its Control. The students get acquainted with the nature and dimensions of the evolving global and competitive business environment, which will influencemanagerial decisions.

Unit - I: Introduction:Introduction: Types and characteristics of production systems: Objective and functionsof production, planning & control, place of production, planning in engineering,

manufacturing organization. Factory location & layout, Equipment policy and replacement.Preplanning production, capacity planning.

Unit - II: Preplanning:Forecasting & market analysis. Subjective estimate - Survey - Delphi method - Regressionmodels – Single variable model two variable model - Econometric models - Input-output model.Facilities decisions - Measuring capacities of facilities - Determining facility needs - Economiesof scale.

Unit - III: Aggregate Planning:Aggregate planning: Planning by trial and error method - Planning by transportation method –Planning by Linear programming - Planning by Heuristic method - Planning by computer search

method.

Unit - IV: Scheduling:Scheduling - Single machine sequencing with independent jobs - Parallel machine models -Flow shop scheduling - Job shop scheduling - Simulation studies of the Dynamic job shop,Dispatching.

Unit - V: Process Planning:Process Planning - Group technology - Classification and coding systems for process planningexpediting and monitoring - Role of computers in PPC – Automation and Robotics advanceprocess control. Environmental and safety measures, Waste management.


Reference Books:

1. Stephen N Chapman, Fundamentals of Production Planning and Control , PrenticeHall, 2005

2. Narasimhan Sim, ‘Production Planning and Inventory Control’ , Printice Hall 2/e NewJersy, 1995.

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XX Academic Council Meeting SASTRA3. Knight, W.A. & Gdlagher, C.C., ‘ Group Technology Production methods in

Manufacture ’, 1996.

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XX Academic Council Meeting SASTRAMMBA 310 E53 PROJECT MANAGEMENT

Credits: 4L T P C

4 - - 4Objective: This course aims at providing a conceptual background and understanding of Project Management. The students get acquainted with the nature and dimensions of theevolving global and competitive business environment in Various Projects.

Unit - I: Project management:

Definitions – Overview – Project plan – Management principles applied to project management – Project management life cycles and uncertainty

Unit - II: Project planning:Scope – Problem statement – Project Goals – Objectives – Success criteria – Assumptions –

Risks – Political, Economical, Legal, Social and environmental – Obstacles – Approval process – Projects and strategic planning. Project implementation – Project resource requirements –Types of resources – Men – Materials – Finance

Unit - III: Project monitoring:Project monitoring – Evaluation – Control – Project network technique – Planning for monitoringand Evaluation – Project audits – Project management information system – project scheduling

– PERT & CPM – Project Communication – Post project reviews – Project management tools.

Unit - IV: Project team management:Recruitment – Organizing – Human resources – Team operating rules – Project organization –Various forms of project organizations – Project organization charting – project contracts –

Principles – Compilation of contracts – Practical aspects – Legal aspects – Global tender –Negotiations – Insurance.

Unit - V: Closing the project:Types of project termination – Strategic implications – Project in trouble – Termination strategies

– Evaluation of termination possibilities – Termination procedures


Reference Books:

1. Jack R. Meredith, Samuel J. Mantel Jr., Project Management-A Managerial Approach,

John Wiley & Sons, 2009.

2. Harold Kerzner, Advanced Project Management: Best Practices on Implementation,John Wiley & Sons, 2004.

3. Gopalakrishnan, Project Management, McMillan India Ltd, 2001.

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Semester IV

MMBA 401 R04 - CORPORATE ETHICS AND GOVERNANCE

Credits: 4 L T P C 4

- - 4

Objectives: To develop insights into the reasons for the recent corporate frauds and deceptions in India and elsewhere, and reinforce the need for ethical practices in corporategovernance and administration.

Unit - I: Understanding Corporate Governance:Meaning, need and importance of corporate governance, increasing awareness, Globalconcerns- Board processes and procedures- OECD Principles, concepts, mechanisms,theoretical basis, Indian model of CG, obligation to society, investors, employees and tocustomers.

Unit - II: Land marks in the emergence of Corporate Governance:Committees on Corporate Governance - The CII’s initiative, SEBI’s initiatives-Naresh Chandracommittee report 2002, Narayanamurthy committee report 2003, and recent initiatives on CG.CG rating – Meaning, steps taken in India and abroad, listing Guide lines, Institutions promotingcorporate governance –NFCG, ICSI, Global corporate governance forum.

Unit - III: Agents and institutions in Corporate Governance:Board of Directors: Meaning, qualification, appointment, rights, duties and removal. Auditors:Procedure of appointment, rights, duties and removal. Company Secretary and his role on CG.Shareholders: Rights and privileges; Investors - problems and protection; CG and other stakeholders.

Unit - IV: Business Ethics and Corporate Governance:Business Ethics and changing environment, Importance and need of ethics, levels of businessethics, benefits of managing ethics at work place, ethical issues and competitors – Competitionlaw, whistle-blowing and recent guidelines, Whistle-blowing practices in corporates and its legalimplications in India. Corporate Social Responsibility- Origin, need for CSR, Impact of CSR,CSR in India, arguments for and against CSR, future of CSR.

Unit - V: Issues and problems of Corporate Governance in emerging economies:State of corporate governance in India, Corporate Governance in developing and transitioneconomies, Globalization and Corporate Governance, Emerging Trends in CorporateGovernance. Case studies on Corporate Mis-governance.


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MMBA 402 R03- ENTERPRISE RESOURCE PLANNING


Objective: To familiarize students with how organizations are using technologies like EnterpriseResource planning to stay ahead of the competition through both internal and external integration of their Business Processes.

Unit – I: Introduction:ERP Concepts –– Evolution of ERP – Tangible and intangible benefits - Emerging trends –ERP architecture. Unit – II: Pre-Implementation Stage:

Business Process Reengineering concepts: Re-engineering and process improvement – BPRsteps – Organizational readiness – AS-IS and TO – BE analysis - Forward and Reverseengineering - successful BPR. Business process design and analysis: Modeling businessprocess using work system framework. ERP selection: ERP vendor & package selection - Needanalysis– Gap analysis – Cost elements – Feasibility analysis

Unit – III: Modules and Market:ERP Business modules: Sales and distribution, materials management, production planning,financial management, human resource management ERP Market – Different ERP vendors.

Unit – IV: Implementation Stage:Implementation Approaches – ERP implementation life cycle. Project management: Project

team – Steering committee – Project manager – Functional team – Technical team ManagingERP Projects – Risk factors, critical success factor.

Unit – V: Post Implementation Stage:Measuring ERP benefits – Balanced score card method – ABCD checklist framework –Capability maturity framework.


Reference Books:

1. Alexis Leon, Enterprise Resource Planning Demystified , Tata McGraw-Hill Publishing

Company Ltd., ., 2004.

2. Mahadeo Jaiswal and Ganesh Vanapalli, Text Book of Enterprise ResourcePlanning , Macmillan India Ltd., Chennai 2005.

3. Vinod Kumar Grag and N.K. Venkitakrishnan, Enterprise Resource Planning –Concepts and Practice , Prentice Hall of India, 1998.

4. Ashim Raj Singla, Enterprise Resource Planning , Cengage Learning, 2008

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XX Academic Council Meeting SASTRAMMBA 403 R05 - SUPPLY CHAIN AND LOGISTICS MANAGEMENT

Credits: 4

L T P C3 - - 3

Objectives: To impart knowledge the students with decision making in: Planning, scheduling and control of Supply Chain and logistics functions in both manufacturing and services.

Unit - I: Introduction of Supply Chains:Introduction; Evolution of Supply chain management- Decisions in Supply chain -Importance of the Supply chain. Customer service and cost trade-offs – Order delivery, lead time- Supplychain responsiveness- Delivery reliability. Supply chain performance measure – Drivers of supply chain performance.

Unit - II : Designing the Supply Chain:Porter’s model of supply chain - Designing the distribution network in a supply chain – The roleof distribution in supply chain-Factors influencing distribution network design- Distributionnetworks in practice and design options for a distribution network. E-Businessand the supply chain – The role of E-Business in supply chains - E-Business framework and E-business in Practice.

Unit - III: Planning and Managing Inventories in a Supply Chain:Inventory Management – Introduction, objectives, and types of inventory: Cycle inventory, safetystock, decoupling stocks, anticipation inventory, Pipeline inventory, Dead Stock. Inventory-related costs: Ordering costs, carrying costs, stock out costs, computing inventory related costs.

Unit - IV: Logistics:Introduction - Concept and significance - Distribution strategies - Customer service policies andintegrated logistics management – Logistics as a core competency. Ware house management. Unit - V: Transportation and Containerization:Transportation models - Economics of transportation - Packaging - Principles, functions andtypes - Containerization - Concepts - Infrastructure - Customs Issues - Service utilization modes- Rail, Sea and Road. Role of freight and insurance in logistics


Reference Books:

1. Janat Shah, “ Supply Chain Management Text and Cases” , Pearson Education, 2009

2. Sunil Chopra, Peter Meindl, “Supply Chain Management-Strategy, planning and

Operation” Pearson, 2008.

3. Bowersox, “Logistical Management - The Integrated Supply Chain Process”, TMI,

2002.

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XX Academic Council Meeting SASTRAMMBA 405 E54 - RURAL MARKETING


Objective: To impart knowledge about the various aspects of marketing from rural perspectives.

Unit - I: Introduction:Rural Marketing: Definition , Opportunities and challenges-Rural market environment –RuralIndia: Definition, evolution. Rural market structure-Constitution of rural markets -Size of ruralmarket. Rural economy – Five year plans- Rural economic structure- Occupation andemployment pattern -Rural infrastructure.

Unit - II: Rural Consumer:Rural Consumer Behavior – Consumer buying behavior models- Factors affecting consumer behavior- Characteristics of rural consumer-Consumer buying process-Opinion leadershipprocess- Diffusion of innovation- Brand loyalty. Segmenting, Targeting and Positioning.

Unit - III: Rural Market Strategy:Product strategy – Marketing mix challenges-Product concepts and classification - Rural productcategories- New product development- Consumer adoption process-Product life cycle- Productmix- Rural packaging- Branding in rural India-Fake brands. Structure of competition in ruralIndia- Product warranty and after-sales service. Pricing strategy – Pricing objectives-Externalinfluences-Pricing strategies- Market entry strategies. Distribution strategy – Evolution of ruraldistribution systems- Prevalent rural distribution systems-Emerging distribution models.Communication strategy.

Unit - IV: Retailing in Rural Market:Retailer as a route to the rural market – Accessing rural markets- Consumer purchase behavior implications for distribution -Characteristics of retailers and their influence on distributionstrategies- Behavior of the channel-Haats, Melas and mobile traders.

Unit - V: Recent Developments in Rural India:Innovation in rural Markets- Financial Services- Future of Rural Marketing.


Reference Books :

1. Pradeep Kashyap, Siddhartha Raut, The Rural Marketing , Biztantra Publications, 2006.

2. Sanal Kumar Velayudhan, Rural Marketing , Sage Publications, 2007

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XX Academic Council Meeting SASTRAMMBA 408 E34 R01- PROJECT – PLANNING, ANALYSIS AND MANAGEMENT

Credits: 4

L T P C4 - 4

Objectives: students to acquire a detailed knowledge of various stages of projects from planning to implementation and review of projects.

Unit – I: Planning & Analysis:Planning & Analysis Overview: Phases of capital budgeting – Levels of decision making –Objective. Resource Allocation Framework: Key criteria for allocation of resource – Elementaryinvestment strategies – Portfolio planning tools – Diversification - Interface between strategicplanning and capital budgeting. Generation and screening of project ideas: Generation of ideas

– Monitoring the environment – Regulatory framework for projects – Corporate appraisal –Preliminary screening – Project rating index – Sources of positive NPV – Qualities of a

successful entrepreneur.

Unit – II: Project Analysis:Market and demand analysis: – Collection of secondary information – Conduct of market survey

– characterization of the market – Demand forecasting – Market planning. Technical analysis:Study of material inputs and utilities – Manufacturing process and technology – Product mixes –Plant capacity – Location and site – Machinery and equipment – Structures and civil works –Project charts and layouts – work schedule

Unit – III: Financial Aspects of Project:

Financial Analysis: Estimation of cost of project and means of financing – Estimates of salesand production – Cost of production – Working capital requirement and its financing – Estimatesof working results – Breakeven points – Projected cash flow statement – Projected balancesheet. Project cash flows: Basic principles – Components of the cash flow streams. Appraisalcriteria: Net Present Value – Benefit cost ratio – Internal rate of returns urgency – Paybackperiod – Accounting rate of returns – Investment appraisal in practice.

Analysis of Risk: Types and measures of project risk – Simple estimation of risk – Sensitivityanalysis – Scenario analysis – MONTE CARLO simulation – Decision tree analysis – Selectionof project – Risk analysis in practice. Special decision situations: Choice between mutuallyexclusive projects of unequal life – Optimal timing decision – Determination of economic life –Inter-relationships between investment and financing aspects – Inflation and capital budgeting.

Unit – IV: SCBA & Qualitative Analysis:Social Cost Benefit Analysis (SCBA): Rationale for SCBA – UNIDO approach to SCBA – Littleand MIRRLEES approach to SCBA. Qualitative Analysis: Qualitative factors – Strategic aspects

– Informational asymmetry – Organizational considerations. Environmental appraisal of projects:Meaning and scope of environment – Resources values – Environmental impact assessmentand statement.

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Unit – V: Project Financing & Management:Project financing in India: Means of finance – Norms and policies of financial institutions -

preparation of feasibility report. Project review and administrative aspects: Initial review –Performance evaluation – Abandonment analysis – Administrative aspects – Evaluating thecapital budgeting system of an organization.


Reference Books:1. Prasanna Chandra , Project Planning: Analysis, Selection, Implementation and

Review, Tata McGraw-Hill, 6/e, 2008.

2. Narendra Singh, Project Management and Control , Himalaya Publishing House, 2003.

3. Nicholas , Project Management for Business and Technology: Principles andPractice , Prantice Hall India, 2/e, 2006.

4. Gray & Larson , Project Management: The Managerial Process , Tata McGraw-Hill,3/e, 2005.

5. Bhavesh M Patel, Project Management , Vikas Publishing House, 2005.

6. Choudhury, Project Management , Tata McGraw-Hill, 1/e,2006.

7. K Nagarajan, Project Management, New Age International, 2004.

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XX Academic Council Meeting SASTRAMMBA 407 E55 - TOTAL QUALITY MANAGEMENT

Credits: 4L T P C

4 - - 4Objectives: To impart knowledge to the students on decision making in: Planning, and control of Quality functions in both manufacturing and services.

Unit - I: Introduction to Quality Management:Definition of Quality, Dimensions of quality, Quality planning, Quality costs - Analysis techniquesfor quality costs, Concepts and principles of TQM, Leadership – Concepts, Role of senior management, Quality council, Quality statements, Strategic planning, and barriers to TQMimplementation.

Unit - II: TQM Principles:Customer satisfaction – Customer perception of quality, Customer complaints, Service quality,Customer retention, Employee involvement – Motivation, Empowerment, Teams, Recognitionand reward, Performance appraisal, Benefits, Continuous process improvement – Demingphilosophy, Juran Trilogy, PDSA Cycle, 5S, Kaizen, Total Productive Maintenance (TPM),Meaning, Seven magnificent Quality Tools, Application, Poka-Yoke, Performance Measures –Basic Concepts, Strategy, Performance Measure.

Unit - III: Introduction to Six Sigma:Six Sigma, The Statistical basis of Six Sigma, Project selection for Six Sigma, Six Sigmaproblem solving, Six Sigma in services and small organizations, Tools for concept development,Tools for design development, Tools for design optimization, Tools for design verification.

Unit - IV: Statistical Process Control:Statistical Process Control, Specification & Limits, Charts for variables & attributes, ProcessControl (X, R & P chart), Summary of Control chart construction, Designing control chartsproduct control acceptance sampling and OC curve, Process improvement methodologies,Basic tools for process improvement, Other tools for process improvement, Engaging theworkforce in process improvement.

Unit - V: Quality Systems:ISO Systems, ISO Certification schemes, Preparing an organization for ISO certification. Qualitysystem – Elements, Implementation of quality system, Documentation, Quality Auditing, TS16949, ISO 14000 – Concept, Requirements and Benefits. Relevance and application of quality

system. An overview Capability Maturity Model and E-Sourcing Capability Model.


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XX Academic Council Meeting SASTRAReference Books:

1. Dale H.Besterfiled, et al., Total Quality Management , Pearson Education, Inc. 2003.

(Indian reprint 2004).2. James R.Evans & William M.Lidsay, The Management and Control of Quality , 5/e,

South-Western (Thomson Learning), 2002 .

3. Feigenbaum.A.V. Total Quality Management , McGraw-Hill, 1991.

4. Oakland.J.S. Total Quality Management Butterworth , Hcinemann Ltd., Oxford. 1989.

5. Narayana V., Sreenivasan, N.S. Quality Management – Concepts and Tasks , NewAge International 1996 .

Documents

MBA Syllabus 2011-12