Entrepreneurship Development and Small Scale Industries

Course Objectives: To understand the basics of managing a business and create interest among
students for starting their own business.

Topics:
Entrepreneur : Meaning of entrepreneur; Evolution of the concept; Functions of the
entrepreneur; types of entrepreneur; concept of entrepreneurship-evolution of entrepreneurship;
The entrepreneurial culture; stages in entrepreneurial process; Role of entrepreneurship in
economic development.- relation between entrepreneur, entrepreneurship, and enterprise.

Entrepreneurial development :Entrepreneurial Development Models-a) Psychological Models

b) Sociological Models, c) Integrated Models. Environmental and attitudinal factors influencing
entrepreneurship. Creativity and Innovation: creativity, sources of new idea, ideas into
opportunities. Innovation and entrepreneurship: profits and innovation, why innovate, what to
innovate, who innovated. Corporate entrepreneurship-concepts, needs, strategies. Corporate
practices.

Creating entrepreneurial venture: Meaning of business plan, environmental analysis –search

and scanning .business plan process-marketing plan, production/operations plan, financial plan.
Final project report with feasibility study.

Entrepreneurship Development and Government : Role of Central Government and State

Government in promoting Entrepreneurship - Introduction to various incentives, subsidies and
grants - Export Oriented Units - Fiscal and Tax concessions available .Role of following
agencies in the Entrepreneurship Development - District Industries Centers (DIC), Small
Industries Service Institute (SISI), Entrepreneurship Development Institute of India (EDII),
National Institute of Entrepreneurship & Small Business Development (NIESBUD), National
Entrepreneurship Development Board (NEDB)

Launching & Management of Small Business: Finance and Human Resource Mobilization
Operations Planning - Market and Channel Selection - Growth Strategies - Product Launching.
Monitoring and Evaluation of Business - Preventing Sickness and Rehabilitation of Business
Units. Effective Management of small Business. Family business: importance, types, history,
responsibilities and rights of shareholders of a family business.

Informal risk and capital venture capital: informal risk capital market, venture capital, nature
an overview, venture capital process, locating venture capitalist, approaching venture capitalist.
Managing growth using external parties, franchising, advantages, and limitations, acquisitions
and mergers.

Case studies of Successful Entrepreneurial Ventures, Failed Entrepreneurial Ventures and

Turnaround Ventures

References
1. Hisrich, ‘Entrepreneurship’, Tata McGraw Hill, New Delhi, 2001.
 2. .P. Saravanavel, ‘Entrepreneurial Development’, Ess Pee kay Publishing House, Chennai -1997.

3. S.S.Khanka, ‘Entrepreneurial Development’, S.Chand and Company Limited, New Delhi, 2001.

4. Prasama Chandra, Projects – ‘Planning, Analysis, Selection, Implementation and Reviews’, Tata
McGraw-Hill Publishing Company Limited 1996.

5. P.C.Jain (ed.), ‘Handbook for New Entrepreneurs’, EDII, Oxford University Press, New Delhi,
1999.

6. Madhurima Lall ,shikha sahai, Entrepreneurship,Excel Books,2006.

7. Vasant Desai,Entrepreneurship-priciples and practices,7 th edition 2007,Thomson publications.

RURAL MARKETING

Course Objectives: To develop understanding of the rural market in India, its typicality against the
Urban Market and application of marketing concepts to rural marketing.

Topics:
Introduction: Definition, scope of rural marketing, concepts, components of rural markets,
classification of rural markets, rural vs. urban markets ,Rural marketing environment: How it is
different, occupation ,, income , location , expenditure pattern, literacy level, , infrastructure
facilities, rural credit institutions, rural areas requirement, problems in rural marketing, rural
demand

Rural Consumer behaviour: Consumer buying behaviour models, Factors affecting Consumer
Behaviour, Social factors, Technological Factors, Economic Factors, Political Factors,
Characteristics of Rural consumer- Age and Stages of the Life cycle, Occupation and Income,
Economic circumstances, Lifestyle, Personality and Brand Belief, Rise of Consumerism,
Consumer Buying Process, Opinion Leadership Process

Rural Marketing Strategies: Segmenting, Targeting and Positioning,

Product Strategy :Introduction, Marketing Mix Challenges, Product concepts classification-Five
Levels Products, Classification of Products, Rural Product Categories, New Product
Development :Consumer Adoption Process, Product life cycle, Product Mix, , Branding ,Brand
Loyalty Vs Stickiness Fake Brands- The Fakes Market, Strategy to counter fakes

Distribution Strategy: Accessing Rural Markets, Coverage Status in Rural Markets, Channels
of Distribution, Wholesaling, Rural Retail System, Vans, Rural Mobile Traders: The last Mile
Distribution, Haats/ Shandies, Public Distribution System, Co-operative Societies Behaviour of
the Channel, Prevalent Rural Distribution Models-
Emerging Distribution Models-Corporate –SHG Linkage, Satellite Distribution, Syndicated
Distribution, ITC’s Distribution Model, Petrol pumps and Extension counters, Barefoot agents,
Agricultural agents, Agricultural input dealers, Other channels, Ideal
distribution model for Rural
Communication strategy: Challenges in Rural Communication, A view of Communication
Process, Developing Effective- Profiling the Target Audience, Determining communication
objectives, designing the message, selecting the
communication channels, deciding the promotion mix, Creating
advertisement for rural audiences rural media- Mass media, Non-
Conventional Media, Personalized media, Rural Media: The importance of
the two-step flow of communication Media
Future of Rural Marketing: Introduction, Focused Marketing Strategies, Research, Glamorize
Rural Marketing, Public-Private Partnership, E-Rural Marketing

References:

1. Rural Marketing, Pradeep Kashyap & Siddhartha Raut, Biztantra

2. Rural Marketing, T.P. Gopal Swamy, Vikas Publishing House,2/e
3. Rural Marketing, Balaram Dogra & Karminder Ghuman, TMH,1/e
4. Rural Marketing, Sanal Kumar Velayudhan,2/e, Response, SAG Publication
5. Rural Marketing – U.C.Mathur, excel books
6. Rural Marketing – C G Krishnamacharyulu, Lalitha Ramakrishnan –
Pearson Education
7. Rural Marketing – Habeeb Ur Rahman – HPH, 1/e, 2004
8. Rural Marketing – Sukhpal Singh – Vikas Publishers
.9. Advertising & Marketing in Rural India- Tej K. Bhatia, Macmillan

Advertising and Brand Management

Course Objectives: To acquire knowledge on dynamics of advertisement and develop

understanding the concept and importance of branding for a product and an organization.

Topics:
Introduction to Advertising: Definition Nature role of advertising in modern business world
Advertising & marketing mix- advertising objectives-benefits-economic aspects-ethics in
advertising
Advertising Business: The Ad manager, agency Ad Plan, Organization of Ad agency-basic
principles, public relations, Advertising Budget: Methods of Ad budgeting administering the
budget
Media Overview: Media plan, Media cost & Availability, matching media & market
geographical selectivity, Media strategy Media mix, Media scheduling,

Advertising design: Advertising appeals, Advertising copy visualization & layout writing, Ad
copy in print broadcasting commercials copy writing for outdoor & transit media.

Brand Management: Definition & concept, brand image & imagery, Brand benefits and brand
value, Brand Association ,Brand personality & personification brand identity, brand positioning,
Brand Building: Consumer products, consumer durables, services, Rural commodities, corporate
brand building, Retail branding

Brand leveraging: Brand equity, brand extensions, brand repositioning, Brand Valuation,
Brand Success, Strategic success, product success, brand association and creating a brand niche
Brand Strategies Design & implementation of brand strategies, Global Branding, Global
brands, global brand planning system, global brand leadership, cross country synergy

References:

1. Shimp, Advertising and Promotion: An IMC Approach, Cengage Learning, 2007

2. O’ Guinn, Advertising and Integrated Brand Promotion, Cengage Learning, 2006

3. Williams. F. Arens”, Contemporary Advertising, TMH, 2006.

4. “Batra, Myers and Aaker”, Advertising Management, 5th edition, PHI, 2007.

5. “Larry.D.Kelley and Donald.W.Jugenheimer”, Advertising Media Planning: A Brand Management Approach,

PHI, 2007.

1. S.A. Chunawalla, “Brand Management”, Himalaya Publications,

7”U.C.Mathur”, Brand Management Text & Cases, Macmillan, 2006.

8. “Keller Kevin Lane”, Strategic Brand Management-Building, Measuring and Managing, Brand Equity, 2nd
edition, PHI, 2007.

International Financial Management

Course Objectives: To provide knowledge on global financial markets, instruments and various
strategies of hedging in international market, provide basic knowledge on international
economics, international trade, financing foreign trade and various intricacies connected
therewith.
Topics:

International Financial Management: Global Economy, International Financial Flows,

Significance of managing international fund, Issues involved in international finance.
International Monetary System: Balance of Payments, International Monetary System, An
Overview of International Financial Markets , IMF, World Bank, Formation of Trading Blocks
OPEC, European Community (EC), The North America Free Trade Agreement (NAFTA)
UNCTAD ,GATT, Subsequent WTO Developments, TRIPS, TRIMS,GATS

Financial Markets : FII, FDI, GDR, ADR, , International Bond Market, Choice of
International Funding, Legal Framework in India, Growth of FDI in India vis a vis China

International Trade Theories: Theory of Absolute Advantage - Theory of Comparative

Advantage - Heckscher-Ohlin Model - Imitation-Gap Theory - International Product Life Cycle
Theory., Parity condition in International Market: Purchasing Power Parity, Covered Interest
Parity, Real Interest Parity, Parity Conditions and Managerial Implications.

Foreign Exchange Rate Mechanism: Intricacies of foreign exchange market, Spot and Foreign
Exchange Rates, Quotation and Market Rules, Convertibility of rupee and its implications,
Factors affecting exchange rates, Forex forecasting- Time series forecasting models

Foreign Exchange Risk Management: Conceptual Overview, Nature of Exposure(Economic,

Translation, Transaction) , Hedging and Speculation, Derivatives and Exposure Management-
Currency Forwards, Futures, options, swaps, interest risk management.

EXIM Policy: Historical Perspective-Objectives - Highlights of the Current Policy - Imports -

Classification-Import Licenses -Exports - Export Promotion Capital Goods Scheme (EPCG) -
Other Guidelines.

References:
1) Vij Madhu, International Finance Management , Excel Books

2) P.G.Apte, International Financial Management , TMH

3) V.K.Bhalla, International Finance Management, Sultan Chand

4) A.V.Avadhani, International Financial Management, HPH

5) H.R.Machiraju, International Financial Management, HPH

Financial Risk Management

Course Objectives: To familiarize the students with risk, derivatives and related tools. To make
them aware innovations in the financial market, its mechanism and drawbacks.

Topics:

Introduction to Risk Management: Meaning of Risk, Uncertainty and Risk, Sources of risk,
Types of risk, Implications of various risks for firm & Management, Risk Return Trade off.

Risk Management Process : Evolution of risk management, Approaches to risk management,

Risk Management process, Derivatives and its mechanics, Tools : Hedging, forwards, and
futures, options and swaps and Hybrids; Clearing House, Accounting and Reporting

Forward Exchange Contracts: Concept, Features, regulations, calculation of forward rates, and
execution of forward contracts.

Futures: The fundamentals of futures contract; Overview, Types of futures, Mechanics of future
trading, Major characteristics, Exchange organization, Trading process, Price quotations,
Hedging and Speculation with Commodity futures, Interest rate futures, Currency futures and
Stock Index futures. Optimal hedge ratio, Pricing of Index Futures Contracts, Stock Index
Arbitrage,
Options: Overview, Generic options, factors affecting option prices, Types of options; Interest
rate options, Currency options and Trading strategies, Option pricing models, Options on futures
contracts and Exotic options; Investment Strategies, Covered Call Writing, Protective Put,
Straddles and Strangles, Spreads, Risk Associated with Options
Other Derivatives: Swaps: Swap terminology and structures of standard coupon and currency
swaps, Types of swaps, Mechanics of swap transactions, Application of swaps Weather
Derivatives, Hybrid derivatives.
References :

1. C. Jeevananandam, Foreign Exchange

2. Dorfman.S.Mark, Introduction to Risk Management and Insurance , Prentice Hall India

3. Gupta S.L., Financial Derivatives, PHI

4. Emmett J.Vaughan, Therese M.Vaughan, Essentials of Risk Management and Insurance, Wiley

5. Dubofsky, David A Miller, Thomas, Derivatives: Valuation and Risk Management, Oxford University Press

6. J.C.Hull , Sankarshan Basu, Options. Futures and other Derivatives, Pearson

Organizational Development

Course Objectives: This paper will equip the students to act as facilitators in organization for Change
and Development.
Topics:
Foundations of Organizational Development: Conceptual frame work of OD, History of OD,
First order and second order Change, Values, assumptions and believes in OD, characteristics of
OD, Participation and Empowerment, Teams and teamwork, Parallel learning structures, A
normative-re-educative strategy of changing, Applied behavioral science, Action research.
Managing the OD Process: Components of OD Process, Diagnosis, Action & Program
Management; Diagnosis: Diagnosing the System , its subunits and Processes, Diagnosis using
the Six-box Organizational Model, Third Wave Consulting: The Action Component: nature of
OD intervention, analyzing discrepancies: The Program Management Component: Phases of OD
Programs, model for managing change, creating parallel learning structures.
OD Interventions: An Overview: A definition of OD interventions - A brief word about the
nature of OD interventions - The major families of OD interventions - Some classification
schemata for OD interventions
Human process interventions: (individual, group and inter-group human relations): Individual
based: coaching, counseling, training, behavioral modeling, delegating, leading, morale boosting,
mentoring, motivation, etc., Group based: conflict management, dialoging, group facilitation,
group learning, self-directed work teams, large scale interventions, team building, and virtual
teams. Inter-group based:
Organization mirroring : third party peacemaking interventions, partnering Techno structural
(Structures, technologies, positions etc.,) & Strategic interventions: Techno structural: Balanced
scorecard; business process reengineering; downsizing and outsourcing;
Personal, Interpersonal and Group Process Interventions: Employee Empowerment -
Sensitivity Training Laboratories - The Johari Window Model – Transactional Analysis –
Behavior Modeling – Life and Career Planning Interventions – Stress Management
Interventions.
The Future and OD: Emerging Issues and Values - Future Trends in OD; macrosystem trends,
interpersonal trends, individual trends - Future of OD
Reference Books:

1. Organization Development, behavioral science interventions for Organization Improvement, Wendell

L.French, Cecil H.Bell, Veena, Jr, Pearson, PHI.

2. Organizational Design and Development-Concepts and Applications-Dr. Bhupen Srivastava, Biztantra

3. Organizational designs for excellence, Pradip N. Khadwalla, TMH, 2005

4. Organization Theory & Design, Richard L Daft, Cengage Learning, 8th Edition.

5. Organization Development, & Transformation, Managing Effective Change, Wendell L.French, Cecil
H.Bell, Jr, TMH

6. Organizational, Design, and Change-Gareth R. Jones, 5th Edition, Pearson Education

 INTERNATIONAL HUMAN RESOURCES MANAGEMENT

Course Objectives: Create understanding among the students on the challenge of Human
Resources Management in the global industrial scenario. Develop knowledge base and
preparedness to work in multinational companies.

Topics:

Introduction : IHRM vs. Domestic HRM, Managing HR activities in International

Organizations- HR Planning, recruitment and selection, Training and Development, Performance
Management, Remuneration, Repatriation and Employees Relation, Socio Political, Economic
Systems, US, UK, Japan and India- a comparative analysis.
’
International Recruitment and Selection: Approaches- Ethnocentric, Polycentric, Geocentric,
Regiocentric Selection: Factors in Expatriate Selection- Technical Ability, Cross Cultural
Suitability, Family Requirements, MNE Requirements.

HR Information System: Meaning, Need, Advantage and Use, Designing of HRIS,

Computerized HRIS, Limitation HRIS, Computerized Skill Inventories, Global Talent Search

Managing HR in Virtual Organization: Meaning, Types of Virtual Organizations, Difference

between traditional and virtual organizations, Advantages and Disadvantages, Features of
Virtual Organizations, Managing HR in Virtual Organizations.

Globalisation and HRM: Impact of globalization on employment, HR Development, Wage and

Benefits, Trade Unions, Collective Bargaining, Participative Management and Quality Circles,
Ethical Issues in HR, Changing Environment in HRM, Internal and External Factors, Internal
Factors- Human Resources of Country, Changing Demands of Employers, Employees
Organisation, External Factors – Change in Technology, Legal and Government, Customer
Social Factors, Economic and Political Factors and Talent Management

TQM and HR Management: Principles of TQM, Methods of Total Quality Management, HRM
& TQM, HR strategy to TQM.

References:

N Sengupta & Moushumi S. Bhatacharya- International Human Resources Management- Excel Books

2) S.Jayashree- What Every MBA should know about HRM- HPH

E COMMERCE
Course Objectives: To understand basics of E Commerce, issues involving it and its application
in business.

Topics:
Fundamental Of E-Commerce: Introduction to E-Commerce, Types of E-Commerce: B2B,
B2C, C2C, G2G, G2E, G2C,E-Business Models & Markets, Techniques and Tools, E-
Commerce Providers and Vendors..

Business Applications In E-Commerce: Retailing in E-commerce – market research on

internet customers – e- commerce for service sector – Advertising in e-commerce – B2B
ecommerce. Supply Chain Management – Supply chain architecture

E-Commerce Infrastructure: Intranet, Internet & Extranet – Structure, Architecture

E-Commerce Security: Protocols-Security schemes against internet fraud. Principles of e-fund

transfer, credit and debit card usage, E – Cheque, E – Cash, E – Payment Threats & Protections.

Legal And Privacy Issues In E-Commerce :E-Commerce Issues & Opportunities in

Implementation and Role of Government -Commercial Issues, Infrastructure Issues, Social and
cultural issues, Role of Govt. and Policy Recommendations and Emerging trends in E-
Commerce.

E-Commerce Applications: Electronic Payment System, Overview, Payment Clearing, Digital

Currency, EDI

Challenges in E- Commerce: Technological Challenges, E-Money Laundering, Other

Challenges - Channel Conflicts

References:

1. Efraim Turban et al., ‘Electronic Commerce – A managerial perspective’, Pearson

Education Asia, 2002.
2. Kalakota et al, ‘Frontiers of Electronic Commerce’, Addison Wesley, 2001.
3. Greenstein Firsman, ‘Electronic Commerce’, Tata McGraw Hill, 1999.
4. C.S.V. Murthy – E-commerce-HPH
5. Nabil Adam et al, ‘Electronic Commerce – Technical, Business and Legal
Issues’. Prentice Hall. 1998.
6. C.S.Rayudu – E Commerce, E Business-HPH