BUS 3.1.

BUSINESS POLICY AND STRATEGIC ANALYSIS

UNIT I
Business Policy – Definition, nature, Scope and purpose of Business policy; Concept of
Strategic Planning – Strategic Management: Nature, Scope, process and importance -
Strategic Decisions, Administrative and operation decisions.
UNIT II
Developing vision, mission, goals and objectives, strategy, tactics/policies,
importance of corporate Mission statements – their contents and characteristics some
examples – Johnson & Johnson’s credo, ‘HP way’ ‘Sony Spirit’ etc., and Mission.
Defining the concept of strategy – corporate business and functional level strategy;
Intended deliberate, Realized, unrealized and emergent strategies.
UNIT III
Strategy Formulation: Strategic tools for analysis and appraisal of External
Environment – SWOT analysis; and Structure conduct – Performance (SCP) analysis;
Industry, competition and competitor analysis – porter’s five forces model for
anglicizing firm’s opportunities and threats – concepts of Hyper competition.
UNIT IV
Internal Organizational Analysis – Identification of strengths and weakness of a firm
Resource based theory of the firm – Concept of resources, capabilities and
competencies, concept of core and distinctive competencies; strategic intent, stretch
and leverage, competence based competion; Porter’s value chain Analysis for
appraisal of firm’s resource capabilities – Firms best Strategic fit.
UNIT V
Competitive advantage of firm – its Sources: Cost, Quality Innovation and customer
responsiveness etc., Michel Porter’s Business level (or Generic) strategies for
competitive advantage: Cost leadership, Differentiation and cost Differentiation Focus
– Entry and Exit Barriers, Mobility Barriers – Economics of scale, learning or
Experience curve Benefits.
Reference Books:
1. Ansoff H. Igor, Corporate Strategy: An Analytical Approach To Business Policy For
Growth And Expansion, McGraw – Hill, New York, 1965.
2. Nitin Balwani, Strategic Management & Business Policy, Excel Books, New Delhi
3. Vipin Gupta, Gollakota & Srinivasan, Business Policy and Strategic Management –
Concepts and Applications, Prentice Hall of India, New Delhi.
4. Upendra Kachru, Strategic Management: Concepts & Cases, Excel Books, New
Delhi.
5. Rao.V.S.P. & V.Hari Krishna, Strategic management (Text and Cases), Excel Books,
New Delhi, 2003.
6. Porter, M.E., Competitive Advantage, The Free Press, New York, 1985
7. Porter, M.E., Competitive Strategy, The Free Press, New York, 1980
8. Glueck, William F. and Lawrence R. Jauch: Business Policy and Strategic
Management, McGraw Hill, International Edition.
9. Kazmi, Azhar: Business Policy, Tata McGraw Hill, New Delhi.
10. P.L.K.Rao, Strategic Management, Ane Books India, New Delhi.
11. Pearce H., John A. and Richard B. Robinson, Jr. Strategic Management: Strategy,
formulation and implementation, Richard D. Irwin, New York, 1982.
12. P. Subba Rao, Business Policy and Strategic Management, Himalaya Publishing
House, New Delhi, 2003.
13. Srinivasan R. Strategic Management – The Indian Context, Prentice Hall of India,
New Delhi.
14. B.S. Hoti, Strategic Management and Business Policy, Wisdom Publications, New
Delhi.
BUS 3.2: DECISION SUPPORT SYSTEMS AND MANAGEMENT INFORMATION
SYSTEM
UNIT – I
Management Information System: Basic Concepts – Role of MIS – MIS in Business
MIS Developing Process Models Simon’s Model in Information System – MIS and
Security Challenges – Major Trends in Information Technology.
UNIT II
Managerial Decision Making: Decision Making Process – Relationship between
Decision Making and MIS –Group Decision Making Integrating Managerial Levels and
Functional areas by MIS Components of Information System Organization System
Versus MIS.
UNIT –III
System and Design: Systems Development Initiate Different Methodologies – System
Life Cycle Design Prototype Approach Detailed Study on Life Cycle System – System
Implementation.
UNIT –IV
Decision Support System: Definitions of DSS – Architecture of DSS Scope of DSS
Characteristic and Capabilities of DSS Components of DSS – Modules in DSS
Classification of DSS DSS Tools – DSS Generators – Steps in Designing a DSS.
UNIT – V
Database Management System: Sources of Data – Architecture of Database
Management System Data Models Design of Database – Implementation DGMS –
Case study –Design of MIS and DSS system.
References:
1. Jawadekar, Management Information System, Tata McGraw Hill, New Delhi.
2. Arora, Management Information System, Excel Books, New Delhi.
3. C.S.V. Murthy , Management Information System, Himalaya Publishing House,
Mumbai.
4. Mallach, Decision Support and Data Warehouse Systems, McGraw Hill Co., New
Delhi.
5. Keen Peter G.W.: Decision Support System: An Organisational Perspective,
AddisonWesley Pub.
6. Theierauff, Robert J. Decision Support System Foreffective Planning, Prentice Hall,
New Delhi.
7. G.V.Satya Sekhar, Management Information System, Excel Books, New Delhi.
8. Krober, Donald W., and Hugh J. Watson, Computer Based Information System, New
York.
9. Davisl. Michael W.A. Management approach – Mc Milan Publishing Company,
Prentice Hall, New Jersey.
10. Andrew P., Decision Support System Engineering, Sage John Wiley & Sons, New
York.
11. Leod, Raymond Me JR, Management Information Systems, Mc Milan Publishing
Company, New York, 1993.
12. Turban, Efrain Decision Support and Expert Systems – Management Perspective –
Mc Milan Publishing Company, New York, 1988.
13. Janakiram Y and Surukesi: Decision Support Systems, Prentice Hall of India, New
Delhi.
14. Sadagopan: Management Information Systems, Prentice Hall of India, New Delhi
15. Mudricksrss, Cluget: Information Systems for Modern Management, Prentice Hall
of India, New Delhi.
BUS – 3.3 BUSINESS LEGISLATION
UNIT I
The Indian Contract Act, 1872: Essentials of a valid contact. Void Agreements.
Performance of Contracts Breach of contract and its Remedies. Quasi Contracts.
UNIT II
Special Contracts: Indemnity and Guarantee – Bailment and Pledge – Agency.
UNIT III
The Sale of Goods Act, 1930; General Principles – Conditions and Warranties –
Performance of Contract of Sale – Rights of an Unpaid Seller – The Negotiable
Instrument Act, 1881: Nature and Types – Negotiation and Assignment – Holder indue
course – Dis honour and Discharge of a Negotiable Instrument.
UNIT IV
The Companies Act, 1956: Nature and Types of Companies Formation of Companies –
Memorandum, Articles of Association and Prospectus – Company Management –
Meetings and Proceedings – Prevention of Oppression and Mismanagement – Winding
Up.
UNIT V
Consumer Protection Act – Information Technology Act.
Suggested Readings:
1. Avtar Singh. Company Law. 11 th ed. Lucknow, Eastem, 1996.
2. S.S.Gulshan, Business Law, Excel Books, New Delhi.
3. Khergamwala. J.S. The Negotiable Instrument Acts. Bombay, N.M. Tripathi,1980.
4. Ramaiya, A Guide to the Companies Act. Nagpur, Wadhwa.1992.
5. S.S.Gulshan, Company Law, Excel Books, New Delhi.
6. Moshal, Business Law, Ane Books India, New Delhi.
7. Shah, S.M. Lectures on Company Law. Bombay, N.M. Tripathi,1990.
8. Tuteja, S.K. Business Law for Managers, New Delhi, Sultan Chand.1998l

Finance Specialization
BUS 3.4 F: INTERNATIONAL FINANCIAL MANAGEMENT
UNIT I
International Financial Management: An Overview Evolution of International Monetary
and Financial System Fixed vs. Flexible Exchange Rate Regimes Recent Trends in
Multinational Financial Management.
UNIT II
Foreign Exchange Markets: Determination of Exchange Rate Quoting Foreign
Exchange Rates Measuring of Foreign Currency Exposure Quoting Forward Rates
Currency Futures, Options Swaps.
UNIT III
Capital budgeting for the Multinational Corporation Cost of Capital and Capital
Structure of Multinational Firms Dividend Policy of the Multinational Firm.
UNIT IV
Current Assets Management: International Cash Management Accounts Receivable
Management Inventory Management Financing Strategies of Working Capital.
UNIT V
International Financing: International Financial Markets Euro Markets Multinational
Financial Institutions.
References:
1. Apte, P G., International Financial Management, Tata McGraw Hill, New Delhi.
2. Madhuvij, International Financial Management, Excel Books, New Delhi.
3. Abdullah, F. A., Financial Management for the Multinational Firm. Englewood Cliffs,
New Jersey.
4. Bhalla V.K. International Financial Management, Anmol Publications, New Delhi.
5. Kim. Suk. and Kirn. Seung. Global Corporate Finance: Text and Cases, Miami
Florida,
Koib.
6. Eitman.Stone Hills, Moffett, Multinational Business Finance, Addition Wesley, New
Delhi.
7. Pilbean, International Finance, Ane Books India, New Delhi.
8. Shapiro, Alan C. Multinational Financial Management, Prentice Hall of India, New
Delhi.
9. Eun/Resnick : International Financial Management, Tata McGraw Hill, New Delhi.
10. Reid W.Click, and Joshua D Coval., The Theory and Practice of International
Financial Management, Prentice Hall of India, New Delhi.
11. Vyuptakesh Sharan, International Financial Management, Prentice Hall of India,
New
Delhi
BUS 3.5 F: SECURITY ANALYSIS AND INVESTMENT MANAGEMENT
UNIT I
Investment: Nature of Investment Objectives Process of Investment Investment
Environment Securities Trading Recent Developments in the Indian Stock Market.
UNIT II
Concept of Risk and Return — RiskReturn Tradeoff — Components of Investment Risk
—Measurement of Risk and Return Calculation of Expected Return and Risk.
UNIT III
Valuation of Securities: Approaches of Valuation Common Stock Valuation Preference
Share Valuation Valuation of Debt Instruments Risk Management in Bonds Bond
Duration.
UNIT IV
Security Analysis: Fundamental analysis: Economy analysis Industry analysis –
Company analysis.
UNIT V
Security Analysis: Technical Analysis: Tools and Methods of Technical Analysis – Dow
Theory Elliot Wave theory Moving Averages Breadth of Market Momentum –
Technical Indicators.
References:
1. Amling, Frederic, Investment An Introduction to Analysis and Management,
Prentice Hall of India, New Delhi.
2. Bhat, Security Analysis and Portfolio Management, Excel Books, New Delhi.
3. Bhalla. V.K., Investment Management: Security Analysis and Portfolio Management,
Sultan Chand, New Delhi.
4. Fisher, Donald E. and Ronald J. Jordan, Security Analysis and Portfolio Management,
Prentice Hall of India, New Delhi.
5. Fuller, Russel J., and Farrel, Jr., James L., Modem Investments and Security Analysis,
McGraw Hill Book Company, New York.
6. Huang, Stanley S C and Randall, Naury R. Investment Analysis and Management,
Allyn and Bacon, London.
7. Parvathiswara Rao, Security Analysis and Portfolio Management, Excel Books, New
Delhi.
8. Pandian Punithavathy, Security Analysis and Portfolio Management, Vikas
Publishing
House Pvt. Ltd., New Delhi.
9. Prasanna Chandra: Investment Management, Tata Me Graw Hill Publishing House,
New Delhi.
10. Ranganathan, M. & Madhumathi, R., Investment Analysis and Portfolio
Management, Pearson Education, New Delhi.
11. Steven E. Bolten: Security Analysis and Portfolio Management, Rinehart and
Winston Inc.
12. Sharpe, William, F. G. Alexander, F. Bailey, and W. C. Sharpe, Investments, New
Delhi, Prentice Hall of India.
Marketing Specialization

BUS 3.4. M: ADVERTISING MANAGEMENT

UNITI
Advertising: Defined, advertising as a tool of marketing; Advertising affects –
economic and social; Advertising and consumer behavior; Advertising scene in India.
UNITII
Advertising objectives and Advertising Budgets.
UNITIII
Advertising Media: Print media, broadcasting media; Non media advertising; Media
planning and scheduling; Advertising on Internet; Media selection decisions.
UNITIV
Message Design and Development: Copy development, types of appeal.
UNITV
Measuring Advertising Effectiveness: Management advertising agency – client
relationship; Promotional scene in India; techniques for testing advertising
effectiveness.
Suggested Readings:
1. Aaker, David A. etc., Advertising Management, 4 th ed., Prentice Hall of India, New
Delhi, 1985.
2. Kazmi, Advertising & Sales Promotion, Excel Books, New Delhi
3. Beleh, George E and Beleh, Michael A. Introduction to Advertising and Promotion. 3
rd ed., Chicago, Irwin, 1995.
4. Borden, William H. Advertising. New York, John Wiley, 1981.
5. Hard, Norman. The practice of Advertising, Oxford, Butterworth Heinemann, 1995.
6. Kleppner, Otto. Advertising Procedure. Englewood Cliffs, New jersey, Prentice Hall
Inc., 1986.
7. Igilvy, David. Ogilvy on Advertising. London. Longman,1983.
8. Sengupta, Subroto. Brand Positioning, Strategies for Competitive Advantages. New
Delhi. Tata McGraw Hill 1990.

BUS 3.5 M: BRAND MANAGEMENT

UNIT I
Understanding Brands; Brand Hierarchy, Brand personality, Brand image; Brand
Identity, Brand positioning, Brand equity.
UNIT II
Value addition from branding; Brand – customer relationship, Brand loyalty and
Consumer loyalty.
UNIT III
Managing Brands; Brand creation; Brand extensions; Brand – product
relationships; Brand portfolio; Brand Revitalization.
UNIT IV
Brand Assessment through research – Brand identity, position, image, and
personality assessment and change; financial aspects of brands.
UNIT V
Branding in different sectors
Branding in customer, industrial, retail and service sectors.

Suggested Readings:

1. Jones, What is in a Brand, Tata McGraw Hill, New Delhi.

2. Harsh k, Verma, Brand Management, 2 nd Edition, Excel Books, New Delhi.
3. Aaker, David, A.Managing Brand Equity. New York. Free Press, 1991.
4. Cowley, Don. Understanding Brands. London, Kogan Page, 1991.
5. Czemiawski, Richard D. & Michael W. Maloney Creating Brand Royalty,
AMACOM.NY, 1999.
6. Kapferer, J.N. Strategies Brand Management. New York, Free Press, 1992.
7. Tapan Panda, Building Brands in the Indian Market, Excel Books, New Delhi.
8. Kotler, Brand Management, Ane Books India, New Delhi.
9. Murphy, John A. Brand Strategy. Combridge, The Director Books, 1990.
10. Steward P. Building Brands Directly. London MacMillan, 1996.
11. Upshaw. Lyhh B. Building Board Identity: A Strategy for success in a Histile Maker
place. New York John Wiley, 1995.
12. Ajay Kumar, Brand Mamangement, Wisdom Publications, New Delhi.

OB & Human Resources Management Specialization

BUS 3.4 OB & HRM: MANAGEMENT OF INDUSTRIAL RELATIONS

UNITI
Industrial Relations perspectives; Industrial relations and The emerging Socio
economic Scenario;
UNITII
Industrial Relations and the state; Legal Frame Work of Industrial relations;
UNITIII
Role and Future of Trade Unions; Trade Union and the Employee; trade union
and the Management;
UNITIV
Discipline and grievance Management; Negotiation and collective settlements;
Participative Management and Coownership ;
UNITV
Collective Bargaining and Gain Sharing; Employee Empowerment and quality
Management; Industrial relations and Technological Change.

Suggested Readings:

1. Monappa, Industrial Relations, Tata McGraw Hill.

2. B.D.Singh, Industrial Relations, Excel Books, New Delhi.
3. C.B.Mamoria, Industrial Relations, Himalaya Publishing House, New Delhi.
4. Kochan, T.A. & Katz Henry. Collective Bargaining and Industrial Relations. 2 nd ed.
Homewood, Illinois, Richard Dirish, 1988.
5. Mamkoottam, K Trade Unionism. Myth and Reality. New Delhi, Oxford University
Press, 1982.
6. Niland J.R. etc., The Future of Industrial Relations. New Delhi, Sage, 1994.
7. Papola, T S & Rodgers, G. Labour Institutions and Economic Development in India.
Geneva, ILO, 1992.
8. Arora M, Industrial Relations, Excel Books, New Delhi.
9. Ramaswamy, E.A. The Rayon Spinners. The Strategic Management of Industrial
Relations. New Delhi, Oxford University Press, 1994.

BUS 3.5. OB & HRM : LEGAL FRAMEWOK GOVERNING HUMAN RELATIONS

UNITI
Emergence and Objectives of Labour Laws and their Socioeconomic
Environment; Industrial Relations Laws Laws relating to Industrial Disputes,
UNITII
Trade Unions, and Standing Orders Laws relating to discharge, Misconduct,
Domestic Enquiry, Disciplinary Action ;
UNITIII
Social Security Laws Laws relating to Workmen’s compensation, employees1
State Insurance, provident fund, Gratuity and maternity Relief;
UNITIV
Wages and Bonus Laws – The law of minimum wages, Payment of Wages,
payment of Bonus;
UNITV
Laws Relating to Working Conditions – the laws Relating to factories, establishment ,
and contract labour; Interpretations of Labour laws, their working, implications for
Management, Union, Workmen; the Economy and the
Industry.
Suggested Readings:
1. Ghaiye,B.R.Law and Procedure of Departmental Enquiry in Private and Public
Sector.
Lucknow Eastern Law Company, 1994.
2. Singh, Labour Laws for Managers, Excel Books, New Delhi.
3. Malhotra O.P. The Law of Industrial Disputes Vol.I & II. Bombay,N.M. Tripathi,1984.
4. Malik, P.L.Handbook of Industrial Law.Lucknow. Eastern Book, 1995.
5. Saini, Debi S. Labour Judiciary. Adjudication and Industrial Justice. New Delhi,
Oxford, 1995.
6. Saini, Debi S. Redressal of Labour Grievances, Claims and Disputes, New Delhi,
Oxfors & IBH, 1994.
7. Seth, D.D. Industrial Disputes Act, 1947. Vol. I & II. Ombay N.M. Tripathi, 1995.
Srivastava S.C. Industrial Relations and Labour Law. New Delhi, Viikas, 1994.

Systems Specialisation

BUS 3.4 SS: SYSTEMS ANALYSIS AND DESIGN

UNITI
Information Systems Environment: Systems Concept Characteristics of a System -
Elements of a System Types of Systems Man Made Information Systems. System
Development Life Cycle: System Development Life Cycle Design Implementation,
Post Implementation and Maintenance Considerations for Candidate Systems
Prototyping.
UNITII
Systems Planning and Investigation: Bases for Planning in Systems Analysis
Dimensions of Planning Initial Investigation Needs Identification Determining the
User's Information Requirements. Feasibility Study: System Performance Feasibility
Study: Feasibility Considerations. Steps in Feasibility Analysis Feasibility Report Oral
Presentation.
UNITIII
Tools of Structured Analysis: Structured Analysis Tools of Structured Analysis:
Data Flow Diagram (DFD), Data Dictionary, Decision Tree and Decision Tables.
Process and Stages of Systems Design: Process of Design: Design Methodologies
Major Development Activities Audit Consideration.
UNITIV
System Testing and Quality Assurance: System Testing Nature of Test Data Test Plan
Quality Assurance: Quality Assurance Goals in the Systems Life Cycle Levels
of Quality Assurance Trends in Setting.
UNITV
System Implementation and Software maintenance: Conversion: Activity Network for
Conversion Combating Resistance to Change. PostImplementation Review: Request
for Review Review Plan. Software Maintenance.
REFERENCES:
1. Elias M. Awad Systems Analysis and Design Galotia Publications.
2. Hawryszkiewyez Introduction to systems Analysis and Design Prentice Hall of
India.
3. Ram Bansal "Vigyacharya 7 Information systems analysis and Design New Age
International Publishers
4. Whitten J.L. & Bentilchy D Loimic System Analysis and Design methods –McGraw
Hill
5. Alan Dennis, Barbam Illaley Winom System Analysis and Design John Wiley &
Sons
6. Kenneth E. Kendall & Julic E. Kendall System analysis and design Prentice
Hall of India.
7. Jamers A Semm 'Information System Analysis & Design

BUS 3.5 SS: DATABASE MANAGEMENT SYSTEM

UNITI

Database Environment: Traditional File Processing Systems Database Approach

costs and Riskes of the Database approach Range Database Applications
Components of the Database Environment Evolution of Database Systems.
Database Development Process Database Development within Information
systems Development Database Development Process Managing the people
involved in Database Development Threetiered Database.
UNITII
Modeling Data in the Organization: Modeling the Rules of the organization ER
Model Entity Relationship Model Constructs Relationships. Logical Database
Design and the Relational Model: Relational Data Model Integrity Constraints
Transforming EER Diagrams into Relations Introduction to Normalization Basic
Normal Forms Merging RelationsFinal Step for defining Relational Keys.
UNITIII
SQL: History of SQL Role of SQL in a Database Architecture SQL Environment
database in SQL Inserting Updating and Deleting Data Internal Schema in RDBMS
Processing Single Tables. Advanced SQL: Processing Multiple Tables Ensuring traction
Integrity Data dictionary Facilities SQL99 Enhancement and Extensions to QLTriggers
and Routines Embedded SQL and Dynamic SQL
UNITIV
Physical Database Design and Performance: Physical Database Design Process
Designing Fields Designing Physical Records and Demoralization Designing
Physical Files Using and Selecting Indexes.
UNITV
Transaction Processing Concepts:
Introduction to Transaction Processing Transaction and Systems Concepts Desirable
Practices of Transaction Schedules and Recoverability Serializability of Schedules.

Concurrence Control Techniques:

Locking Techniques for Concurrence Control Concurrence Control based on

TimeStamp Ordering Multiversion Concurrence Control Techniques Validation
Concurrence Control Techniques Granularity of Data items and Multiple Granularity
locking Using Locks for Concurrence Control Indexes.

REFERENCES:

1. Jeffrey A Hoffer, Mary B.Proscott Modem Database Management Pearson

Education.
2. Elmasri & Navathe: Fundamentals of Database Systems, 2 nd Edition, Pearson
Education.
3. Sitbergehatz Jorth H.F. Database System Concepts
McGraw Hill
4. Hansen & Hansen Database Management and Design, Prentice Hall of India
5. Panneer Selvam, Data Management System, Prentice Hall of India
6. Leon & Leon Database Management Systems, Prentice Hall of India
7. Date C.J.An Introduction to Database Systems, Addison Willey.