FOURTH SEMESTER Paper I

Strategic Management
This course is aimed at providing the students with consistent framework across strategic
analysis, strategy formulation and strategy implementation
Unit 1
Basic concepts of strategic management-strategic management process-strategic management at
the business level, functional level and corporate level-constitution of both – rule and functions
of corporate board and top management in strategic management.
Unit 2
Mission and business definition – Environmental scanning – analyzing industry and competition
– internal appraisal-concepts, techniques and cases.
Unit 3
Strategy formulation – types of strategies – integrations, intensive, diversification, and defensive
strategies – strategic analysis, comparative cost analysis, portfolio analysis, operating and
financial analysis.
Unit 4
Strategy choice – criteria and process – roots for executing strategy, strategy implementation-
role pf organizational structure, culture and leadership strategy and social responsibility.
Unit 5
Strategy review, evaluation and control, auditing - using computers to evaluate strategies,
strategy for entrepreneurial ventures and small business, strategy for non-profit organizations.
References:-
1. Strategic Management & Business Policy-Wheelers & Hunger Person, 2004.
2. Strategic Management, 9E, Fred.R.David, Pearson, 2005
3. Strategic Management , Gregory G Dess and Alen Miller, McGraw Hill International
4. Strategic Planning, Ramawamy & Namakumari, McMillan, 2002
5. Competetitive Strategy, Porter, Free Press
6. Competing for the Future, Hamel & Prahlad, HBS Press

Paper 5 Event Management

Objective: This paper deals with the factors needed to stage an event and on the promotional
techniques and the evaluation of the event.
Unit 1
Events- definition, types, Event Planning, Explain the need to have requirements (the need to
have a start and finish deadline), meeting customer needs by pitching to the right audience; to
increase awareness of the product /place; increase awareness of the services of organization;
presenting a favourable image of the product/place/service/organization; - increase
sales/profitability of a product or place; to provide benefits to other organizations or
communities.
Unit 2
Scale and range of events – Olympic games and national celebrations to cultural festivals of
states, travel marts, conferences and conventions etc., Process of staging an event, types of
venues, suitability and availability; critical planning, deadlines and targets, adequate resources
such as budget, materials, equipment, staffing (restraints such as legal, health and safety,
security) environmental, disruption to other activities, Effective means of a review and
evaluation process such as informal/ formal, feedback from all parties including team, staff and
customers, one off or continuous
Unit 3
Promotional Techniques - Main types of materials - brochures, leaflets, flyers, posters, price lists,
guides etc. Measurement of effectiveness of promotional material by attracting customers to
collect from source or requests by telephone or mail, layout of information in promotional
literature, description of products or services. Role of promotional literature to attract customers
to the event, provide price information, highlight selling features such as service, standards,
convenience etc.; to enable ‘switch selling’ of products or services; to maintain sales of certain
products or services ;to use as a display tool, Benefits such as : the ability to raise product or
event awareness, the ability to maintain loyalty to companies or brands or communities, the
ability to promote new products, prices or places, to increase market share by introductory
special deals and offers.
Unit 4
Event promotion, Need and importance of personal contact(face to face)when providing advice,
when explaining features, when selling a product or service , when dealing with objections etc.,
Importance of an appropriate dress code, use of uniform or use of corporate image , use of
company or event logo, Importance of the three A’s (attitude, appearance, acknowledgement)
Unit 5
Event Evaluation, Evaluation Criteria when staging and completing an event (eg. were the
objectives met? was the event successful? what where the strengths and weaknesses and from
what source will the data come - customers, team, staff and others, Resources used to evaluate
such as interviewing, questionnaires, mail shots, attendance rates and profit ) Individual
presentations ,i.e. what went well and what went badly, The effect of planning in promoting
effective performance, Use of appropriate sources of assessment, Importance of formal and
informal evaluation techniques.
References:
1. Event Planning and Management - Diwakar Sharma
2. Meeting conference, association, event and destination management-Ratandeep Singh
3. Event management for Tourism, cultural, business and sporting events- Lynn Van Der
Wagen
4. Event management in Leisure and Tourism – Debbie Betteridge
Paper 4 Customer Service and Relationship Management
Objective: The customer service programme has been developed to give participants a better
understanding of the key challenges facing organizations today. The modules ensure that
participants are equipped with the skills and behaviors necessary at all levels within an
organization to deliver a superior customer experience and increase customer loyalty and
retention.
Unit I
What is a customer – New Customers, Customer value estimates, What does a customer want?
Anticipating customer needs- core and supplementary product, Customer behavior pattern,
Customer Relationship – why do companies want relationships with customers, Understanding
your market, Product life cycle, Product life progression model, Customer acquisition, Ways to
lose a customer.
Unit 2
Excellence in Customer Care – Getting it right the first time-Service quality and customer
loyalty,The Five Gap Model and its implications, Communication and Customer Care, Concept
of building relationships-Individual/team/organizational body language and its impact upon
customer care, Elective listening skills.
Unit 3
Customer feedback and its impact on customer care – Value of feed back-Feed back, Feed back
mechanisms, Customer Complaint resolution, Value of complaints to an organization, The 4 step
process, Dealing with irate customers.
Unit 4
Creating value for customers – understanding value-Sources of customer value-Customer
experience, Customer retention and development – What is customer retention?-Economics of
customer retention-Strategies and performance indicators of customer retention-Strategies for
customer development.
Unit 5
CRM – The way forward – Concept of CRM- Advantages a importance of CRM, Elements of
CRM, CRM Processes and Systems, IT application in CRM, CRM softwares, Customer retention
and cross selling, segmentation for CRM, Customer identification and database,
Misunderstandings about CRM-Concept of the CRM Value Chain

References
1. Customer Relationship Management, Ed Peelen, Pearson Education, E-Customer, by
Max McKeown
2. Service Management and Marketing: A Customer Relationship Management Approach,
Christian Grönroos, Wiley Publishers
3. How to improve your customer service/Macaulay, Steve; Cook, Sarah: Kogan page
limited
4. Customer service excellence: Trends and strategies/ Rao, Nageswara S B; Madhavi, C,
Ed.: Kanishka publishers, Distributors, New Delhi
5. Achieving excellence through customer service/ Tschohl, John; Franzmeier, Steve:
6. Jaico Publishing House, Bombay
7. What customers really want: How to bridge the gap between what your organization
offers and what your clients crave/Mckain, Scott: Nelson Business

Unit 4 E-Business for Tourism

The course intents to familiarize the students with the concepts and applications of e-business in
the backdrop of electronic revolution
Unit 1
Definition –Overview – strategies and advantages, purpose of going online, differences between
various e-business categories, business models B2B, B2C and C2C, E Business in Tourism-an
Overview
Unit 2
Designing, Developing and deploying the system- identification of online business- development
of business plan-preparing for e-revolution, design and development building a pilot-going into
production-connecting the internet, verifying results
Unit 3
Customer relationship management – selling-chain management, supply chain management, e-
procurement, integration for Enterprise resource planning systems, Electronic Trading System,
EBPP, e-CRM in Tourism
Unit 4
Differences between e-commerce and e-business – business architecture, knowledge tone
applications and enterprise applications integration, common reasons for e-business failure, E-
HR. E-tourism- concepts-Advantages, how it can be incorporated in Tourism business-IT impact
on marketing, E-CRM -concepts techniques.
Unit 5
Security on the internet – security strategy, cryptographic tools, applications of cryptography-
privacy-virus, client based and server based security, paying via internet –prepaid, post paid and
instant paid and instant paid payment systems
References:
1. Ravi Kalakota and Marica Robinson, e-business: Roadmap for success, pearson
Education Asia, 2000
2. Daniel Amor, The E-business evolution, Pearson Education Asia 2000
3. Ravi Kalakota, frontiers of Electronic Commerce
4. Kalakota and Whinston, Frontiers of Electronic commerce, Pearson Education Asia, 2000
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