PGP PG Isbe WJ III Sem 2012-14

PGP_PG (ISBE)_III_SEMESTER_WINTER-JAN_2012-14
RELEASE DATE: FEB 2013

PROGRAMME STRUCTURE FOR PG
Subject Name
Entrepreneurship & Small Business Management
Macro Economics
Business Policy & Competitive Strategy
SPECIALIZATION: MARKETING
Services Marketing
Marketing Strategy
International Marketing
SPECIALIZATION: HR MANAGEMENT
Training & Development
Group Dynamics
Compensation Management
SPECIALIZATION: FINANCE
Securities Analysis & Portfolio Management
Insurance & Banking
Management of Indian Financial Systems
SPECIALIZATION: MARKETING COMMUNICATION
Advertising Creatives
Direct Marketing Communication
Below the Line Promotions
SPECIALIZATION: INFORMATION TECHNOLOGY
Business Intelligence
Strategic Innovation Management
Strategies for Management Networked Business
Credit
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IMPORTANT NOTE
All concerned including students are required to note that for students enrolled for MGU
degree all the papers mentioned in bold type face are the ones for which the examination
will be conducted by the MGU. For the rest of the papers, IIPM will hold internal and
end term examinations.
However, for the purely IIPM enrolled students all the papers will be set by the faculties
of IIPM only, and the examination will also be conducted by IIPM examination
department.
Note very carefully therefore that the total number of papers for which a student will
write examination will remain same, irrespective of whether he is enrolled with MGU
plus IIPM (OR) with ONLY IIPM
ENTREPRENEURSHIP AND SMALL BUSINESS MANAGEMENT
COURSE DURATION: 40 HOURS
COURSE CREDITS: 04
A: ENTREPRENEURSHIP
(Weightage: 75%)
1. ENTREPRENEURSHIP: CONCEPT, EVOLUTION, AND SCOPE
Concept and evolution of entrepreneurship

Corporate entrepreneurship
Individual entrepreneurship: Part time, small and medium ventures
2. DEVELOPMENT OF ENTREPRENEURSHIP
Profile of an individual entrepreneur: Aptitude, skills, and knowledge set
Entrepreneurial mindset: Creativity and innovation
Profile of every individual students in terms of entrepreneurial traits
3. VENTURE PLANNING
Opportunity assessment
Environment assessment
Marketing research
Financial analysis
Business Plan
4. STARTING A VENTURE
Legal form of business: Merits and demerits of alternative forms
Legal environment
Sources of finance
Buying a business & valuaing it
Precommencement issues
5. RUNNING AN ENTERPRISE
Strategic planning
Growth of an entrepreneurial venture: Organic & inorganic
Operational dimensions of running the venture
6. RUNNING AN ENTERPRISE: SOME ISSUES
Networking
Family business
e-business
7. HARVESTING A BUSINESS
Valuating for harvesting (with numerical examples)
Succession issues
Dilution of stakes
Preparing for, and actually, exiting a venture
B. SMALL BUSINESS MANAGEMENT
(WITH SPECIAL FOCUS ON INDIA)
(Weightage: 25%)
8. SETTING UP SMALL BUSINESS IN INDIA
Registration and legal formalities
Procurement of space, electricity and other utilities
Preproduction contracts with vendors, suppliers, customers, etc
Basic start up problems and their resolution
9. MANAGEMENT OF SMALL BUSINESS IN INDIA
Planning and organizing
Financial planning and execution
Marketing Management
HR issues
10. MANAGEMENT OF GROWTH
Stabilisation strategies
Growth strategies; crises of business growth
Information technology and small business
BASIC TEXTS:
ROBERT D HISRICH AND DEAN A SHEPHARD: Entrepreneurship (Mc Graw
Hills: Latest edition)
RAJEEV ROY: Entrepreneurship (OUP): Chs. 4,7,15 and 18
BUSINESS WORLD: The SME White Book 2012/13 (BW Publications:2011) All
Chapters
IMPORTANT NOTES:
The final examination paper will reflect the respective weightage of the two sections in
terms of number of questions set from each section
The questions will be Indian business centric.
MACRO ECONOMICS
COURSE CREDITS: 2
1. INTRODUCTION TO MACROECONOMICS
1.1 Definition & Scope: Dimensions of macroeconomics; Income and its measurement;
Interpretation of various measures
1.2 Circular flow of Income, Output, and Spending: Concept and its relevance
1.3 National Income and Allied measures for India
1.4 Firm Level Implication of the Income Concepts
2. INCOME DETERMINATION IN SHORT RUN: 4 SECTOR MODEL
2.1 Aggregate spending: Meaning; Determinants; Equilibrium; Changes in Income
2.2 Basic Concepts: Unemployment; Inflation; Multiplier; Business cycle, etc.
2.3 Spending Palterns in India: Consumption, investment, imports, etc; Their implication for
business firms.
3. AGGREGATE DEMAND-AGGREGATE SUPPLY FRAMEWORK
3.1 Aggregate Demand: Meaning; Components; Deficiency & Surplus and implications for the
economy and for the firm
3.2 Aggregate Supply: Meaning; Components; Deficiency & excess and implication for the
economy and for the firm
3.3 Equilibrium: AD-AS equilibrium; Changes in income and price level
4. INCOME DETERMINATION IN LONG RUN
4.1 Induced Change in Input Prices
4.2 Aggregate Demand Shocks and Their Consequences on Income
4.3 Income in Short Run and in Long Run
4.4 Business Cycle and Fiscal Operations; Business Cycles in India
4.5 Fiscal Policy in India and its Implications
5. MONEY AND MONETARY POLICY
5.1 Introduction: Definition; Nature; Role; Function of money
5.2 Money and Credit
5.3 Banking System: A preliminary idea about credit creation
5.4 Working of Monetary and Credit Policy in India
5.5 Demand of Money: General and in India
5.6 Supply of Money: General; Monetary aggregates in India
5.7 Macroeconomic Cycles and Aggregate shocks
6. MACROECONOMIC POLICY IN AN OPEN ECONOMY
6.1 Open Economy: Meaning of openness and open economy
6.2 Macroeconomics Policy with International Capital mobility
6.3 Capital mobility in India and Macroeconomic Policy
6.4 Implications of an Open Economy: Indian case
6.5 Firm level lessons on account of openness of the economy
7. MACROECONOMIC ISSUES: UNEMPLOYMENT
7.1 Introduction: Meaning; Types; Characteristics
7.2 Unemployment in India: Nature; Causes; Consequences
7.3 Cyclical and Structural Unemployment; Indian Case
7.4 Policies to Reduce Unemployment: General; India specific; Their implications for
firms/business enterprises
8. MACROECONOMIC ISSUES: PRICES
8.1 Inflation: Meaning; Causes; Control; Inflation in India
8.2 Inflation-Unemployment Trade Off: Philips Curve and its implications
8.3 Impact of Inflation on Individual Business and Coping Up
REQUIRED READINGS:
LIPSEY AND CHRYSTAL: Economies (OUP: 12th Edition): Chs. 15-25
MINISTRY OF FINANCE: Economic Survey (OUP: Latest edition) All chapters
IMPORTANT NOTES
The above 2 references complement each other. In addition, the faculty must tell the
students about relevant articles, etc. in the pink newspaper to have an informed view
about Indian macroeconomic developments.
The questions in the examination will be application (of macroeconomic concepts) based
and pertaining to Indian scenario
The focus, while teaching, must be pointedly on two dimensions: (a) business enterprise
level implications of development in macro variables (eg. Phase of business cycle in
India and suitable response of an Indian firm); and (b) Macroeconomics as it applies to
India
BUSINESS POLICY AND COMPETITIVE STRATEGY

COURSE CREDITS: 02
1. BUSINESS POLICY AND STRATEGIC MANAGEMENT: INTRODUCTION
Nature and purpose of business policy
Objectives of business policy
Strategy: Definition; levels of operations
Strategic decision making
Process of strategic management
2. STRATEGIC INTENT: HIERARCHY
Meaning
Hierarchy: Vision, mission, business definition, goals, and objectives
3. ENVIRONMENT APPRAISAL
Concept and classification
External environment scanning
Appraisal of external environment
Internal environment: Dynamics, factors, and appraisal
4. CORPORATE LEVEL STRATEGIES
Levels and choices in strategy
Grand strategies:
- Stability strategies
- Expansion strategies
- Retrenchment strategies
- Combination strategies
Corporate restructuring
5. BUSINESS LEVEL STRATEGIES
Foundations of business level strategies
Meaning and scope of business level strategies
Generic business strategies: cost leadership, differentiation, and focus
Tactical moves
6. COMPETITIVE GAMING STRATEGIES
Meaning and framework
Structure of the marketplace
Rules of engagement the three elements: Time frame, information content, and level
playing
Behaviour of the players
7. STRATEGIC ANALYSIS AND CHOICE
Process of making choice
Corporate level strategic analysis
Business level strategic analysis

Subjective factors influencing choice
Contingency strategies
Strategic plan
8. IMPLEMENTATION: ACTIVATING STRATEGIES

Interrelationship between formulation and implementation
Pyramid of strategy implementation
Project implementation
Procedural implementation
Resource allocation
9. IMPLEMENTATION: ORGANIZATIONAL DESIGN
Organizational structure: Meaning and various aspects
Organizational design and change
Organizational systems
10. IMPLEMENTATION: FUNCTIONAL AND OPERATIONAL
Functional strategies, plans, and policies
Financial, marketing, personnel, IT, and other plans and policies
Integration of functional plans and policies
Operational implementation
11. STRATEGIC EVALUATION & CONTROL
Overview
Strategic and operational control
Techniques available
REQUIRED READINGS:
AZHAR KAZMI: Business Policy and Strategic Management (TMH: Latest Edition):
All chapters, except Ch-11
VIPIN GUPTA, KAMALA GOLLA KUTA, AND R. SRINIVASAN: Business Policy
& Strategic Implementation (PHI: 2007) Chs. 1-8,10,20
BUSINESS PAPERS (At least one daily) and BUSINESS MAGAZINES (At least one
every week)
IMPORTANT NOTES
The teaching here shall be tilted towards business policy and strategy as adopted by
Indian Businesses. Hence the students are required to rely heavily on pink papers and
business magazines for sourcing relevant case studies.
In the examination questions asked will be application oriented and Indian business
centric.
MARKETING SPECIALIZATION
SERVICES MARKETING
COURSE CREDITS: 03
1. INTRODUCTION TO SERVICES MARKETING
Understanding services
Nature of services marketing
2. SERVICES MARKETING AND CUSTOMER EXPERIENCE
Consumer behaviour & search, experience, and credence traits
Consumer decision making process; implications for service provider
Customer expectation and perceptions
Marketing research and customer needs identification
3. STRATEGIC ISSUES IN SERVICES MARKETING
Market segmentation and targeting
Differentiation and positioning of services
Management of demand and capacity
4. MARKETING MIX FOR SERVICES
Marketing mix elements
Product: Service packaging
Pricing of services
Promotion of service
Role of people factor
Service processes
Physical evidence and marketing
5. MAXIMIZATION OF SERVICES MARKETING POTENTIAL
Relationship marketing
Internal marketing
Service recovery
REQUIRED READINGS
LOVELOCK, WIRTZ, AND CHATTERJEE: Services Marketing (Pearson:
South Asian Edition)
HARSH V. VERMA: Services Marketing (Pearson)
IMPORTANT NOTES:
The faculty is advised to use both the books for teaching purposes.
Questions shall be application based, not merely theoretical.

MARKETING STRATEGY
COURSE CREDITS: 02
1. INTRODUCTION
Marketing and the concept of planning and strategy
Strategic marketing
2. STRATEGIC ANALYSIS
Corporate appraisal
Understanding competition
Focussing on customer
Scanning the environment
3. STRATEGIC CAPABILITIES AND DIRECTION
Measuring strengths and weaknesses
Developing marketing objectives and goals
4. STRATEGY FORMULATION
Strategy selection
Portfolio analysis
5. MARKETING STRATEGIES
Market strategies
Product strategies
Pricing strategies
Promotion strategies
Placement strategies
6. STRATEGIC IMPLEMENTATION AND CONTROL
Organizational structure
Strategic tools
REQUIRED READING:
SUBHASH C. JAIN: Marketing Strategy (Cengage: 2004)
IMPORTANT NOTE
The faculty should feel free to use an alternative book as long as the coverage is same as in
SC Jains book.
INTERNATIONAL MARKETING
COURSE CREDITS: 03
1. INTERNATIONAL MARKETING: AN OVERVIEW
The Scope and challenge of International Marketing
The dynamic environment of international marketing
Constituents of international environment
2. ASSESSING GLOBAL MARKET OPPORTUNITIES
Developing global vision through market research
Emerging markets and scope for marketing
Multinational market regions & market groups
Ranking of markets in terms of relative opportunities
3. DEVELOPING GLOBAL MARKET STRATEGIES
Global marketing management: Planning and organization.
Creating products for consumers in global markets
Marketing Industrial products and services
International distribution systems
International Retailing
Exporting and Logistics: Special issues for the smart
business
The global advertising and promotion effort.
Personal selling and sales management
Pricing for international markets
4. IMPLEMENTING GLOBAL MARKETING STRATEGIES
Negotiating with international customers, partners, and regulator
Organisational structure, system, and processes for delivering marketing program
REQUIRED READINGS:
CZINKOTA & RONKAINEN: International Marketing (Cengage:2007)
JUSTIN PAUL & RAMNEEK KAPOOR: International Marketing (TMH, 2010)
R. SRINIVASAN: International Marketing (PHI, 2008)
IMPORTANT NOTE
The faculty should feel free to use any other text book as long as it covers the complete
syllabus.
HR & PERSONNEL MANAGEMENT ELECTIVES
TRAINING AND DEVELOPMENT
COURSE CREDITS: 03
SECTION A: TRAINING FOR DEVELOPMENT
1. TRAINING AND DEVELOPMENT: OVERVIEW
Training and teaching
Learning about management issues and concepts
Principles of learning and development basic idea
Stakeholders in training: Roles and expectations
2. ADULT LEARNING
Concept of adult learning
Transfer of learning: Mechanics, facilitators, hurdles, overcoming obstacles.
3. TRAINING NEEDS
Training needs classification; individual, occupational, and organizational level needs
Identification of training needs
4. EFFECTIVE LEARNING
Trainers skills: Conducting sessions, handling, participants; questions
Role of management trainer in transfer of learning
Role of trainer as a change agent.
5. DESIGN OF A TRAINING PROGRAM AND ITS EXECUTION
Training objectives
Decision about content of training; training modules
Training methods and choice of appropriate aids
Parameters for assessment of training effectiveness
Steps involved in conducting an effective training program
Facilities Planning
Training sessions management
6. EVALUATION OF TRAINING
Why evaluate?
Methods for evaluation
Criteria for evaluation
7. MARKETING OF TRAINING ACTIVITY
Marketing in house (internal customer)
Marketing to external customers
SECTION B: TRAINING METHODS
8. INVENTORY OF TRAINING METHODS
Lecture
Case analysis
Role plays
Business / management games & simulations
Experiential learning, including outdoors
Organizing / preparing training material, including A.V. aids
(Note: This module has a long duration because the faculty is required to engage students in
delivering mock training sessions in the class itself)
NOTE: Ideally the faculty should conduct session like training workshops for this course, rather
than merely lecturing the students. In any case, the students must be involved in experiential
learning as for as the training methods are concerned.
REQUIRED READINGS:
UDAY PAREEK: Training Instruments for OD & HRD
ROLF P LYNTON & UDAI PAREEK: Training For Development (Sage: 2nd edition)
GOLDSTEIN & FORD: Training in Organizations (Cengage: Latest edition)
GROUP DYNAMICS
COURSE CREDITS: 2
1. FOUNDATION OF GROUP BEHAVIOUR
Defining and classifying groups
Difference between groups and teams
Sociometry: analysis of group interaction
Stages of group Development
Five stages of group dynamics
Functions of groups
Adaptive advantages of groups
Individual behaviour and its impact
Types of group behaviour and explanations for the same
Group member resource competency and its consequences
External conditions imposed on groups and changing dynamics.
2. GROUP STRUCTURE
Leadership
Roles-norms-status-size-composition-cohesiveness.
Attraction, respect and communication Sociograms to identify social relations networks in
groups.
3. UNDERSTANDING DYNAMICS OF WORK GROUPS AND WORK TEAMS
Definition of work teams
Importance of work teams
Difference between work groups and work teams
Types of work teams
Effectiveness of work teams.
Work groups: from the Hawthorne studies to work teams of the 1990s and beyond.
Characteristics of work teams and essential requirements for the same
Teams and Total quality management
Diversity and teams
4. GROUP PROCESSES & DYNAMICS ASSOCIATED WITH IT
Communication patterns, leadership behavior power dynamics, and conflict interactions
synergy Social Facilitation Effect.
5. GROUP TASKS & DYNAMICS ASSOCIATED WITH IT
Relationship between interdependence of tasks, complexity of tasks and uncertainty of
outcomes knowledge based tasks.
6. INFORMAL ORGANIZATIONS AND GROUP DYNAMICS
Group member status and leadership
Influence and power dynamics in virtual organizations
Understanding behavioral patterns and likely conflicts
Handling grapevine and rumor- perception errors: projection and halo effect
Influencing informal organizations
7. CONFLICT AND GROUP BEHAVIOR
Conflict resolution techniques and conflict stimulation techniques appropriate to different
types of inter group behavior and dynamics associated with the same.
8. GROUP DYNAMICS WITH REFERENCE TO EMPOWERMENT AND
PARTICIPATIVE PROCESSES
How do groups influence their members?
Psychological analysis of social influence
Majority influence as well as minority influence as well as between groups.
How can groups be used to enhance psychological adjustment and well being?
Response mechanics of members to group success and failures.
REQUIRED READINGS:
DONCLSON FORSYTH: Group Dynamics (Woodworth)
RODNEY W. NAPIER AND MATTI K. GERSTEND FELD: Groups: Theory and
Practice (AITBS / Houghton Miffin)

COMPENSATION MANAGEMENT
COURSE CREDITS: 03
1. COMPENSATION PLANNING
Introduction, Basic concept of compensation
Classical theories on wages
Elements of labour economics
Establishing pay rates, Importance of an ideal compensation plan
Broad branding
Compensation plan and business strategy
Devising a compensation plan
Challenges affecting compensation
2. INTERNAL ALIGNMENT
Defining internal alignment
Job Analysis
Job evaluation
Person based structure
3. WAGE POLICY & PAY PACKET
Concept of wage
Wage policy in India; determinants of wage policy
Impact of income tax on wage and salary administration
Tools used for fixation on wages
Pay packet constituents
4. PAY-FOR-PERFORMANCE & FINANCIAL INCENTIVES
Meaning and definitions; Background and trends
Pre-requisites of effective incentive system
Scope of incentive schemes
Types of incentives- group incentive plan, for indirect workers, for operations employees
of managers and professionals, for sales persons
Total compensation programs.
5. BENEFITS & SERVICE
Why benefits and services?

Types of employee benefits and service insurance, retirement, employee services
benefit and others
Principles of Fringes, Significant benefits and services, the future of fringe benefits
Guidelines to make benefit program more effective
Benefits and employee leasing.
6. RECENT TRENDS IN COMPENSATION MANAGEMENT

Recent trends in compensation management and the use of information technology.
Compensation for special groups
7. COMPENSATION & LEGISLATIVE FRAMEWORK
Labour legislations- over view and aspects covered by payment of wages Act, payment of
Bonus Act, Equal remuneration Act, ESI Act, maternity benefit Act, Payment of Gratuity
Act, Minimum wage Act, Industrial Employment (Standing Orders) Act, Industrial
Disputes Act, PF Act.
Role of unions in wages and salary administration
Wage boards and pay commissions
REQUIRED READINGS:
RICHARD I. HENDERSON: Compensation Management: Rewarding Performance
(PHI)
MILKOVICH, NEWMAN, & VENKATRATNAM: Compensation (TMH: 2009)
B.D. SINGH: Compensation and Reward Management (Excel: Latest edition)
FINANCE ELECTIVES
SECURITIES ANALYSIS AND PORTFOLIO MANAGEMENT
COURSE CREDITS: 03
1. INTRODUCTION TO INVESTMENT MANAGEMENT
Investment Settings
- Meaning of investment?
- Measures of Risk and Return
- Determinants of required rate of returns
- Relationship between Risk and Return; variance and S.D
The Asset Allocation Decision
- Individual Investor Life Cycle, goals, and constraints
- Standards for evaluating portfolio performance
- Importance of Asset Allocation
Global Investment
- U.S. and Europe Financial Markets
- Rate of returns of securities world-wide
- Individual Country Risk and Return.
- Global Investment Choices in Fixed investments, international bonds,
equity, derivatives including swaps, real estate and low - liquidity
investments, arts and antiques
- Covariance and Correlation
Securities Markets Worldwide: Organization, functioning, and regulatory environment:
- Developed economies: USA, EU
- Emerging economies: China, Russia, and Brazil
2. PORTFOLIO MANAGEMENT THEORIES
Markowitz Portfolio Theory
- Estimation of efficient frontier and investor utility in a three-assets
portfolio
Asset Pricing Models
- Capital Market Theory
- The Capital Asset Pricing Model (CAPM)
Security Market Line (SML)
Empirical Tests of CAPM
- Arbitrage Pricing Theory (APT)
Empirical Tests of APT

Market Portfolio Theory vs. Practice
3. PORTFOLIO CONSTRUCTION
Portfolio Investment Process
Portfolio Management Strategies: Active and passive
Asset Allocation Strategies
- Integrated Asset Allocation
- Strategic Asset Allocation
- Tactical Asset Allocation and
- Insured Asset Allocation
4. STOCKS SELECTION USING FUNDAMENTAL INDICATORS
Equity Valuation
- Economic Analysis
- Industry Analysis
- Company Analysis (focusing study of global companies)
- Estimation of stream of cash-flows
- Estimation of required rate of return and identification of growth
companies, cyclical companies, defensive companies, and speculative stocks
for investment
- Comparison of intrinsic value and current market price and decision to
buy or sell.
5. STOCKS SELECTION USING TECHNICAL INDICATORS
Dow Theory
Japanese candlesticks
Oscillators
Moving averages
MACD, RSI etc.
6. INTRODUCTION TO BOND VALUATION
Bond Fundamentals
Global Bond Market Structure (Issuers, investors, bond ratings)
Bond Valuation
- Present Value Model
- Yield Model
Computing Bond Yields
Determinants of Bond Price Volatility focusing interest rate movements
Analysis of Yield Curve
7. REAL-ESTATE INVESTMENT
Understanding Investment characteristics, constraints and determinants of value of real
estate assets
Real Estate Valuation

- The Cost Approach,
- The Comparative Sales Approach and
- Income Approach
8. MONEY MARKET INVESTMENTS

Global Commercial Papers, Repo, Commercial Bill Market their risk and return
dynamics
9. EVALUATION OF PORTFOLIO PERFORMANCE
Portfolio performance: Required rate as benchmark
Measures of evaluating performance
- Treynor Portfolio Performance Measure
- Sharpe Portfolio Performance Measure
- Jensen Portfolio Performance Measure
- Peer Group Comparison
Factors affecting use of performance measures.
10. REPORTING INVESTMENT PERFORMANCE
REQUIRED READINGS:
DONALD E FISCHER & RONALD J. JORDAN: Security Analysis and Portfolio
Management (PHI)
P. CHANDRA: Investment Analysis and Portfolio Management (TMH: 2008)
F. K. REILLY AND K.C. BROWN: Investment Analysis and Portfolio Management
(Cengage: Latest Edition)
FINANCE ELECTIVES
INSURANCE AND BANKING
COURSE CREDITS: 02
SECTION A: INSURANCE
1. THE CONCEPTS OF INSURANCE
Classification of Insurance
Types of Life Insurance: Pure and Terms
Types of General Insurance: Fire, Marine, Motor, Engineering, Aviation and
Agricultural
Insurance Professionals, Intermediaries and IRDA
2. BASIC PRINCIPLES OF INSURANCE
Utmost good faith
Insurable Interest
Material facts
Indemnity
Proximate cause
Subrogation
Contribution
3. ACTUARIAL PRINCIPLES AND WORKING
Mortality Tables
Physical and Moral Hazard
Representations
Warranties
Risk appraisal & Risk Selection
Underwriting
4. LIFE INSURANCE PRACTICES IN INDIA
Life Insurance Organization Important Activities in the Indian Context, Internal
Organization Systems, The Distribution System, Appointment of Agent, Functions of
Agents, Remuneration to Agents, Trends in Distribution Channels.
Plans of Life Insurance Need Levels, Basic Elements, Some Popular Plans, Limited
Payment Plans, Participating Policies, Convertible Plans, Joint Life Policies, Childrens
Plans, Educational Annuity Plans, Variable Insurance Plans, Riders, For the
Handicapped, Miscellaneous.
Annuities Nature of Annuities, Types.
Reinsurance - Concept and Methods.
5. GENERAL INSURANCE IN INDIA
Health Insurance and Medical Insurance
Fire & Marine Coverage
Standard Policies
Reinstatement Value Policies
Floating Policy
Marine Insurance Coverage
Types of Marine Policies
6. CLAIMS PROCEDURE
Investigation & Assessment Role of Surveyors & Loss Assessors
Arbitration
Settlement of Claims and Discharge Vouchers.
SECTION B: BANKING
7. OVERVIEW OF INDIAN BANKING SYSTEM
Structure of Indian Banking Sector
Central Banking: Functions, New Developments and Changing Scenario
Banking Sector Reforms Suggestions and implementation
Monetary and credit policy, including the latest announcement
8. BASIC BANKING CONCEPTS
Negotiable Instruments
Bank Rate; repo rate; reverse repo rate
Prime Lending Rate
Deposit Rates
Credit-deposit ratio
Non-Performing Assets
Capital Adequacy Ratio
Cash Reserve Requirements
Statutory Liquidity Ratio
Low vs. high interest rates
International Scenario of interest Rate Movement
9. FINANCIAL STATEMENTS ANALYSIS OF BANKS
Key Performance Indicators for banks such as efficiency and expenses control ratio,
liquidity, risk and profitability
Assessment of:
- Bank Liabilities
- Bank Assets
- Loan and Advances
- Income Statement
- CAMELS ratings
10. CREDIT PROCESS IN INDIAN BANKS
Types of Credit
- Short-term loans
- Long-term loans
- Revolving credits
Financial Appraisal for Credit Decision
- Financial Ratio Analysis
- Cash Flow Analysis
Standard Practices in appraisal process for working capital, capital expenditure,
agriculture loans
Loan Syndication
Loan Pricing
11. CREDIT RISK AND LOAN LOSSES
Defining Credit Risk
Credit Derivatives
Treatment of Credit Risk in India with reference to the Indian Securitization Act
12. RISK MANAGEMENT IN BANKS
Basic Concepts
- Basel Norms
- Capital Adequacy Ratio
- Asset Liability Management
- Interest Rate risk
Operational Risk Management in Global Banks
13. INNOVATION IN PRODUCTS AND SERVICES IN INTERNATIONAL
BANKING
REQUIRED READINGS:
VIJAY RAGHVAN IYENGAR: Introduction to Banking (Excel: 2007)
G. KOTRESHWAR: Risk Management Insurance and Derivatives (HPH: 2007)
FINANCE ELECTIVES
MANAGEMENT OF INDIAN FINANCIAL SYSTEMS
COURSE CREDITS: 02
1.
INTRODUCTION
Financial system: Definition, constituents, functions
Role of financial intermediaries in conduct and development of economy
Financial institutions and markets
Forces (local and international) affecting growth of financial system
Positive features and short comings of IFS
2. VENTURE CAPITAL AND PRIVATE EQUITY

Functions, significance and revenue streams for venture capitalists
Trends in Venture Capital financing world-wide, and in India
Role of private equity in financing of business
Issues affecting PE
Existing players, their functions and revenue steams
3. CORPORATE ADVISORY MERCHANT BANKING, M&A , RAISING OF
CAPITAL
Services and leading players
Revenue streams and trends
Primary market: Activities; participants (merchant bankers/lead managers, underwriters,
primary dealers)
Issues in primary market: IPOs performance; financing pattern in business cycle phases,
book building vs. fixed pricing; green shoe option
Regulatory framework for the segment
Stock exchange: Role & functions; trading; clearing and settlement
Issues involved: Demutualization; dematerialization; frauds; major innovations
Indian debt market
SEBI: Role; performance; effectiveness
4. CREDIT RATING AND ASSET MANAGEMENT

Ratings and their importance
Process of Ratings
Rating agencies: Credibility and reliability issues
Mutual funds: Meaning; types; role in mobilization of funds; functioning; regulations
Investment Banking: Basics; issues involved
Hire purchase
5. FOREIGN CAPITAL
Portfolio investment by FIIs
Foreign direct investment
External commercial borrowings
Indian investments abroad
Global financial crisis and India
REQUIRED READINGS:
V. K. BHALLA: Management of financial services (Anmol publications: 2009)
F.S. MISHKIN & F.S. EAKINS: Finacial Markets and Institutions (Pearson education:
2009)
J. MADURA: Financial Markets and Institutions (Cengage:2009)
MARKETING COMMUNICATION SPECIALIZATION

ADVERTISING CREATIVES
COURSE CREDITS: 03
1. INTRODUCTION
Anatomy of an ad./ commercial: copy and layout; script: audio and video
Communicating through the ad./commercial: Role of various elements
2. GETTING SET TO WRITE THE AD/COMMERCIAL
Planning the ad copy / commercial
Setting objectives (seeking attention to intention to buy)
Sources of idea for commercial / ad words and visuals plus audio elements
Content considerations:
- Use of attributes, benefits, proof of delivery points
- Use of human interest material and other extraneous devices
- Highlighting of negative vs. positive benefits
- Length vs. brevity considerations
3. COPY/SCRIPT APPROACHES: COMMUNICATION STRATEGUM:
Communication strategum to
- seek attention
- arouse interest and create desire
- convince the listener / viewer / reader
- induce action (to know more / buy)
4. ACTUAL COPY/SCRIPT WRITING
Beginning, main body, and the ending
5. SPECIFIC COPIES / SCRIPTS FOR
Newspaper ads
Magazine ads
Outdoors
Radio
TV
Online
REQUIRED READINGS:
BONNIE L. DREWNIARY & A.JEROME JEWLER: Creative Advertising
GEORGE FELTON: Advertising Concept and Copy
J. THOMAS RUSSELL AND W.RONALD LANE: Kleppner's Advertising Procedure
WALLADERES: Craft of Copywriting
SCHLEMMEN: Handbook of Advertising Art Production
DIRECT MARKETING AND COMMUNICATION
COURSE CREDITS: 03
1. INTRODUCTION:
Meaning, relevance, and scope
Direct marketing vs. direct selling
2. UNDERSTANDING BUYING BEHAVIOUR:
Final consumer
Institutional buyer
Characterstics of buyer from direct seller
Research for direct marketing
3. DIRECT MARKETING STRATEGY:
STP approach to direct marketing
Formulation of overall direct marketing strategy
4. DATABASE BUILDUP AND APPLICATIONS:
Data collection and warehousing
Data mining
Database marketing
5. DIRECT MARKETING MEDIA AND CHANNELS:
Mail order
Tele marketing
Multilevel marketing
Online marketing
6. CREATIVES FOR DIRECT MARKETING
Writing copies/scripts for various direct media
Mail order/other direct mailers
Online scripts
TV channels
REQUIRED READINGS:
DIRECT MARKETING ASSOCIATION: D M Report (Annual)
BOB STONE: Successful Direct Marketing Methods
VASWAR DASGUPTA: Marketing Mantra: The Real Story of Direct Marketing in
India
DONNA FLUSS: Real Time Contact Centre Strategies
STRAUSS & FROST: E-Marketing
BELOW THE LINE PROMOTIONS
COURSE CREDITS: 02
1. PROMOTIONAL MANAGEMENT : OVERVIEW
Meaning, relevance and scope
Planning a promotional campaign
2. SPONSORSHIPS AND EVENTS
Sponsorships
Event management
3. MERCHANDISING
Meaning, types
Visual merchandising
4. CONFERENCES AND EXHIBITIONS
Meaning, relevance, types, and overall purpose
Organizing conferences
Participation in exhibitions
5. MEASUREMENT OF PROMOTIONAL PERFORMANCES
What, when, and how of testing
Measurement of effectiveness of various tools.
REQUIRED READINGS:
BELCH, BELCH, AND PURANI: Advertising & Promotion (Part V)
O'GUINN, ALLEN, AND SEMENIK: Advertising Management, with Integrated
Brand Promotion (Part V)
TERENCE A. SHIMP: Advertising and Promotion, an IMC Approach ( Part IV and V)
KAZMI AND BATRA: Advertising and Sales Promotion (Part VI and VII)
CLOW AND BAACK: Integrated Advertising, Promotion, and Marketing
INFORMATION TECHNOLOGY SPECIALISATION

BUSINESS INTELLIGENCE
COURSE CREDITS: 03
1. BUSINESS INTELLIGENCE: INTRODUCTION
Introduction to Business Intelligence
Turbulent business environment and organizations survival and in such an environment
(Solving problems and exploiting opportunities excellence)
Need for computerized support of managerial decision making
Business intelligence (BI) methodology and concepts and their relation to DSS
Major issues in implementing business intelligence
2. DATA WAREHOUSING
Basic definitions and concepts of data warehouses
Data warehousing architectures
Processes used in developing and managing data warehouses
Data warehousing operations
Role of data warehouses in decision support
3. DATA AQUISITION
Data integration and the extraction transformation, and load (ETL) processes
Real-time (active) data warehousing
Data warehouse administration and security issues
4. BUSINESS AND DATA ANALYTICS
Business analytics (BA) and its importance to organizations
Major BA methods and tools
Online analytical processing (OLAP), data visualization, and multidimensionality and
decision making
Advanced analysis methods
5. DECISION SUPPORT SYSTEM
Geographical information systems (GIS) and their support to decision making
Real-time BA
Business intelligence (BI) and competitive intelligence
Automated decision support (ADS) systems and their benefits
6. BUSINESS ANALYTICS AND WEB
Web and BA
Web intelligence and Web analytics and their importance to organizations
Implementation issues related to BA and success factors for BA
7. DATA MINING FOR BUSINESS DECISIONS - 1
Data mining and its objectives and benefits
Different purposes and applications of data mining
Different methods of data mining, especially clustering and decision tree models
Use of some data mining software
8. DATA MINING FOR BUSINESS DECISIONS - 2
Process of data mining projects
Data mining pitfalls and myths
Text mining and its objectives and benefits
Use of text mining in business applications
Web mining and its objectives and benefits
9. BUSINESS PERFORMANCE MANAGEMENT:
Nature of business performance management (BPM)
Closed-loop processes linking strategy to execution
Best practices in planning and management reporting
Difference between performance management and measurement
10. TOOLS FOR BPM
Role of methodologies in BPM
Basic elements of the balanced scorecard and Six Sigma methodologies

REQUIRED READING:
EFFRAIM TURBAN, RAMESH SHARDA, JAY E. ARONSON, AND TING-PENG
LIANG: Decision Support & Business Intelligence System (Pearson)

STRATEGIC INNOVATION MANAGEMENT
COURSE CREDIT: 03
1. STRATEGIES AND CONCEPTS FOR INNOVATION
The innovation imperative: Why innovate?
The innovation portfolio: What to innovate?
The innovation voices: How to innovate?
The innovative mind: Who innovates
2. TOOLS FOR PROFIT AND GROWTH

Price-cost-value
Hidden costs, hidden benefits
Trade offs: Optimizing and eliminating them
Cost functions: Survival of the fittest
People, knowledge, and machines
Scale and scope
Learning curves phenomena
Markets, demand, and consumer intimacy

Risks involved
Collaborative innovations
REQUIRED READINGS:
SHLOMO MAITAL, D.V.R.SESHADRI: Innovation Management-Strategies, Concepts &
tools for Growth and Profit (Sage)
HBR ON INNOVATION
(Note: All the chapters are in course with complete details)

STRATEGIES FOR MANAGING NETWORKED BUSINESSES
COURSE CREDITS: 02
1. INFORMATION SYSTEM: CORE CONCEPT
Meaning; types
Information technology and information system
Resources for setting up information system
2. INFORMATION SYSTEM INFRASTRUCTURE
Business processes, organizational structure, and its architecture
3. TELECOM AND COMPUTER NETWORKS FOR BUSINESS
Computer networks: Evolution, functioning, competitive edge etc
Network architecture, media, protocols
Network planning, design, and management
4. DATABASE MANAGEMENT
DBMS and their application in management
Establishment of a database and its utilization
5. INFORMATION SYSTEM FOR SALES & MARKETING
Sales and marketing functions: scope
Marketing cycle and the components of MIS
Various systems
6. INFORMATION SYSTEMS FOR HR, ACCOUNTING & FINANCE
Information systems for recruitment & selection, T & D., employee relationship management,
etc.
Information system for knowledge management
Information system for finance, working capital management, financial analysis and planning,
strategic finance, and financial intelligence
7. ENTERPRISE INFORMATION SYSTEMS
Enterprise information system and ERP (details)
Applications of ERP in various functional areas, viz., production and operations, sales and
marketing, procurement, etc.
8. INFORMATION SYSTEMS PLANNING AND DEVELOPMENT
Business system planning; organizing work
Business and IT mapping
Information engineering: architecture, development, prototyping, etc
9. INFORMATION SYSTEMS FOR BUSINESS EFFECTIVENESS
Organizational performance and information system
IT investment, application, and business effectiveness: linkages and management
10. I.S IMPLEMENTATION: CSF
Information systems success models
CSFs for IS implementation
Successful implementation through change management
REQUIRED READING:
MAHADEO JAISWAL & MONIKA MITAL: Management Information System (OUP)

PGP PG Isbe WJ III Sem 2012-14

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Concept and evolution of entrepreneurship

BUSINESS POLICY AND COMPETITIVE STRATEGY

Business level strategic analysis

8. IMPLEMENTATION: ACTIVATING STRATEGIES

Questions shall be application based, not merely theoretical.

HR & PERSONNEL MANAGEMENT ELECTIVES

Why benefits and services?

6. RECENT TRENDS IN COMPENSATION MANAGEMENT

Empirical Tests of APT

Real Estate Valuation

8. MONEY MARKET INVESTMENTS

2. VENTURE CAPITAL AND PRIVATE EQUITY

SEBI: Role; performance; effectiveness

4. CREDIT RATING AND ASSET MANAGEMENT

MARKETING COMMUNICATION SPECIALIZATION

INFORMATION TECHNOLOGY SPECIALISATION

Role of methodologies in BPM

Basic elements of the balanced scorecard and Six Sigma methodologies

INFORMATION TECHNOLOGY SPECIALISATION

2. TOOLS FOR PROFIT AND GROWTH

Markets, demand, and consumer intimacy

INFORMATION TECHNOLOGY SPECIALISATION

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