PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

(PGE) COURSEWARE

S No
1. 2. 3. 4. 5 6 7

Subject
Total Quality Management Business Ethics Digital Marketing Executive Communication & Mentoring SPECIALISATION: MARKETING Marketing Research Distribution & Logistics Management B2B Marketing SPECIALISATION: HR MANAGEMENT Human Resource Planning Work Psychology Performance Management & Appraisal System SPECIALISATION: FINANCE Mergers & Acquisitions Strategic Corporate Finance Multinational Business Finance & FOREX SPECIALISATION: MARKETING COMMUNICATION Marketing and Advertising Research Account Planning, Servicing and Management PR & Corporate Communication SPECIALISATION: INFORMATION TECHNOLOGY ERP & CRM Consulting Implementation Technology & Strategic Consulting M-Commerce

Credits
2 2 2 6 4 2 2

8 9 10

4 2 2

11 12 13

4 2 2

14 15 16

4 2 2

17 18 19

4 2 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 5-19 are being taught as part of university course curriculum. Papers listed at serial nos. 2-4 are

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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: 20 HRS COURSE CREDIT: 2 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

BUSINESS ETHICS COURSE DURATION: 20 HRS 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.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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. DIGITAL MARKETING

COURSE DURATION: 20 HRS 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 Key terms and concepts How Online Advertising works Putting it all together Emerging technologies 4. AFFILIATE MARKETING Introduction to Affiliate Marketing History of Affiliate Marketing Key terms and concepts How Affiliate Marketing works Tools of the trade Setting up an Affiliate Marketing campaign Pros and cons of Affiliate Marketing 5. SEARCH ENGINE MARKETING Key terms and concepts The importance of search engines

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 6. SEARCH ENGINE OPTIMIZATION (SEO) Introduction to SEO History of SEO Key terms and concepts How SEO works Tools of the trade Pros and Cons 7. VIRAL MARKETING Introduction to Viral Marketing History of Viral Marketing Key terms and concepts How Viral Marketing works 8. ONLINE REPUTATION MANAGEMENT Introduction Key terms and concepts How it works Recovery Path 9. MOBILE MARKETING Introduction Why the mobile Key terms and concepts 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)

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

EXECUTIVE COMMUNICATION & MENTORING COURSE DURATION: 60 HRS 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.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: MARKETING MARKETING RESEARCH COURSE DURATION: 40 HRS 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

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: MARKETING DISTRIBUTION AND LOGISTICS MANAGEMENT COURSE DURATION: 20 HRS 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)

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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)

IMPORTANT NOTE: The exact format of the paper will be decided by the University.

SPECIALIZATION: MARKETING B 2 B MARKETING COURSE DURATION: 20 HRS 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

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 5. SPECIFIC MARKETING PROGRAMS Marketing of projects Marketing of industrial services RECOMMENDED BOOKS: P. K. GHOSH: Industrial Marketing (OUP): Relevant chapters only. HUTT & SPEH: Business Marketing Management (South Western:2010) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

SPECIALIZATION: HR MANANGEMENT HUMAN RESOURCE PLANNING COURSE DURATION: 40 HRS 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

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

SPECIALIZATION: HR MANANGEMENT WORK PSYCHOLOGY COURSE DURATION: 20 HRS 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

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: HR MANANGEMENT PERFORMANCE MANAGEMENT & APPRAISAL SYSTEM COURSE DURATION: 20 HRS 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

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: FINANCE MERGERS & ACQUISITIONS COURSE DURATION: 40 HRS 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 postmerger issues

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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 takeover 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University. SPECIALIZATION: FINANCE STRATEGIC CORPORATE FINANCE COURSE DURATION: 20 HRS 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

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: FINANCE MULTINATIONAL BUSINESS FINANCE & FOREX MANAGEMENT COURSE DURATION: 20 HRS 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

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) AMAN CHUGH & DIVIK MAHESHWARI: Financial Derivatives: The Currency and Rates Factor (Pearson: 2012) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: MARKETING COMMUNICATION MARKETING AND ADVERTISING RESEARCH COURSE DURATION: 40 HRS 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

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 3. 4. Price research Distribution research Communication research PRERESEARCH IN ADVERTISING Advertising research during pre and post release phases Creative development research Concept testing Pretesting the whole campaign 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University. SPECIALIZATION: MARKETING COMMUNICATION ACCOUNT PLANNING, SERVICING AND MANAGEMENT COURSE DURATION: 20 HRS COURSE CREDIT: 2 1. COMMUNICATION PLANNING AND EXECUTION Situation analysis Objective setting Message strategy Media strategy Execution

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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. 4. 5. RESEARCH AND ACCOUNT PLANNING Strategic research Strategy document Message development research Research challenge ACCOUNT SERVICING Advertising agency and account servicing Role and responsibilities of client service team Client - agency relationship: services provided 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: MARKETING COMMUNICATION PUBLIC RELATIONS AND CORPORATE COMMUNICATION COURSE DURATION: 20 HRS COURSE CREDIT: 2 1. PUBLIC RELATIONS Meaning and scope Tools for P.R Planning of a P.R. activity Executing a P.R.campaign

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

SPECIALIZATION: INFORMATION TECHNOLOGY ERP AND CRM CONSULTING & IMPLEMENTATION COURSE DURATION: 40 HRS COURSE CREDIT: 4 1. INTRODUCTION TO ERP Meaning Various products available, including SAP ERP implementation: phases and problems faced

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: INFORMATION TECHNOLOGY TECHNOLOGY AND STRATEGIC CONSULTING COURSE DURATION: 20 HRS COURSE CREDIT: 2 1. INTRODUCTION: What is technology

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12

SPECIALIZATION: INFORMATION TECHNOLOGY M COMMERCE COURSE DURATION: 20 HRS COURSE CREDIT: 2

PGP_PG(E)_IV_SEMESTER_2011-13_SPRING SUMMER RELEASE DATE: OCT 12 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) IMPORTANT NOTE: The exact format of the paper will be decided by the University.