MBA Course Planner

THE COURSE PLANNER
THE MBA PROGRAM

(The Class of 2009)
Year-II (2008-2009)
Semester – III
ii
Contents
Guidelines for Effective Classroom Delivery iii
Detailed Curriculum, Detailed Session Plan
Management Control Systems 2
Business Strategy-I 8
Marketing Research 14
Consumer Behavior 22
Services Marketing 31
Integrated Marketing Communication 44
Retail Management 55
Money and Banking 64
Overview of Banking 70
Banking Services Operations 75
Life Insurance 82
General Insurance 87
Advanced Financial Accounting 98
Project Management 103
Personal Financial Planning 108
Security Analysis 112
Corporate Communication 118
Performance Management & Reward Systems 133
Training & Development 142
Leadership Skills and Change Management 150
Java Application Development 159
IT Enabled Services 167
Relational Database Management Systems 174
Soft Skills-III 178
iii
GUIDELINES FOR EFFECTIVE CLASSROOM DELIVERY
“It is the supreme art of the teacher to awaken joy in creative

expression and knowledge.”
- Albert Einstein
Guidelines for “Effective Classroom Delivery” have been furnished

below for the benefit of the faculty members.
 Possess strong domain knowledge and be willing to share this

knowledge.
 Adopt innovative methods of teaching.
 Analyze course material and learner information to plan the session
according to the requirements of your students.
 Establish and maintain instructor credibility.
 Be punctual.
 Manage the learning environment and classroom decorum.
 Possess effective communication skills.
 Possess effective presentation skills.
 Utilize proper and effective questioning skills and techniques to
involve the students in the classroom.
 Respond to learners’ needs.
 Positive reinforcement and motivational incentives to participating
students.
 Effective use of teaching aids like relevant software, printed
manuals, flip charts, a white board, handouts, overheads or other
projection equipment.
 Use of standard and quality instructional methods.
 Continuously evaluate learner’s performance.
 Provide appropriate feedback to the students.
 Be impartial.
 Have the desire to build life skills – confidence, desire to excel-
among students.
 Inculcate social responsibility, civic sense among students.
 Be approachable – to mentor, guide the students.
Faculty members should be prepared in the following aspects before

handling a session:
a. Clear objective for the session.
b. Kit of appropriate supporting material.
c. Thought provoking and stimulating information.
iv
d. Innovative teaching style that could hold the attention of the
students.
e. Build a favorable environment for participation, interactions and
discussions.
v
Detailed Curriculum and Session Plan
Semester III
The MBA PROGRAM

(The Class of 2009)
MANAGEMENT CONTROL SYSTEMS
Program : MBA Semester : III
Class of : 2009 Credits :3
Course Code : INM 611 Sessions : 33
Objective: The objective of the course is to give students a broad understanding of the control
process, management control systems, and their applications to different contexts and in
different functional areas.
Text Book Author/Publication
nd
Management Control Systems-2 Edition
An Integrated Approach to Performance and The Icfai University Press
Compliance
Reference Books Author/Publication
Anthony, Robert N and Vijay Govindarajan,
Management Control Systems
12e/ Tata McGraw Hill, 2007.
Merchant, Kenneth A. Delhi: Pearson
Modern Management Control Systems – Text
Education (Singapore) Pte. Ltd/ Indian
and Cases
Branch, 2002.
Maciariello, Joseph A. and Calvin J. Kirby.
Management Control Systems - Using
Second ed. New Delhi/ Prentice Hall India,
Adaptive Systems to Attain Control
2000.
Post, Gerald V and David L. Anderson/ Tata
Management Information Systems
McGraw Hill, 1998.
Management Control Systems-Text and Robert N Anthony & John Deardon/Irwin
Cases Inc.
Management Control Systems- Text and
Subash Sharma / TMH
Cases
Detailed Curriculum
Fundamentals of Management Control: Budget as an Instrument of Control:
Management Control-An Overview; Formulation and Administration of Budgets;
Objectives of Management Control; Budgeting: The Human Dimension; Types of
Schemes for Classifying Management Budgets; Zero-based Budgeting
Controls; Contextual Factors Influencing Business Performance: Targets,
Management Control Reporting, and Analysis: Introduction to
Design of Organization Structure and Targets and Performance Tracking; Factors
Control Systems: Organization Structure; affecting Business performance;
Responsibility Structure; Designing Control
Performance Reports; Performance Analysis
Systems; Management Control of
Auditing: Categories of Audits; Financial
International Businesses; Management
Control of Non-Profit Organizations; Statement Audit; Internal Audit, Fraud
Control Systems for Empowerment, Auditing, and Forensic Accounting;
Innovation, and Creativity Management Audit; Social Audit and
Strategic Performance Control: Strategy Environment Audit; The Auditing Process;
and Control; Information Technology and Benefits and limitations of Auditing
Systems for Strategic Control; The Balanced Transfer Pricing: The Concept of Transfer
Scorecard Pricing; Factors Influencing Transfer
2
Pricing; Methods of Calculating Transfer Management Control of Service
Prices; Administration of Transfer Prices; Operations: Characteristics of Services;
The Indian Perspective Generic Techniques for Control of Services;
Business Ethics and Management
Classification of Service Organizations;
Control: Ethical Behavior in Organization;
Control of Different Categories of Service
Management Control and Ethical issues in
Different Functions; Regulating Ethical Organizations
Conduct Management Control of Projects:
Financial Control of the Enterprise: Introduction to Project Control; Project
Introduction to Financial Controls; Tools of Overview statement as the basis for Control;
Financial Control; Controlling Assets Project Plan as the Primary Control
Employed in the Business; Financial Mechanism; Organizing for Project Control;
Information Systems and Control; Roles in
Control of Project Execution; Overall
Financial Control and Accountability
Marketing Control: Types of Marketing Change Control; Project auditing;
Controls; Marketing Audit; Sales Control; Conservation and utilization of resources
Distribution Control; Marketing Control of Human Resources
Communications Control; Marketing Management: Human Resource Planning;
Control in Branding; Information Systems Control of the HR Department’s Functions;
for Marketing Control
Selected Techniques for assessing
Management Control of Production and
Operations-I: Control of Production and effectiveness of HRM; The workforce
Operations-an Overview; Production Scorecard; Human Resource Information
Controls; Operations Controls; Supply Systems for Control
Chain Management; Information Systems in Implementation of Management Control
Production and Operations Management Systems: Operationalizing a Management
Management Control of Production and
Control System; Organizational roles
Operations-II: Controlling Cost of
involved in implementation; Challenges in
Operations; Enhancing Organizational
Performance; Operational Audit; Safety implementation; Impact of Organizational
Audit. Life Cycle on Control Systems
3
Schedule of Sessions
Topics Sessions
Pre-Mid Sem
Fundamentals of Management Control 2
Design of Organization Structure and Control Systems 3
Strategic Performance Control 2
Budget as an Instrument of Control 2
Business Performance: Targets, Reporting, and Analysis 3
Auditing 2
Transfer Pricing 1
Business Ethics and Management Control 1
Post-Mid Sem
Financial Control of the Enterprise 3
Marketing Control 3
Management Control of Production and Operations-I 2
Management Control of Production and Operations-II 2
Management Control of Service Operations 2
Management Control of Projects 2
Control of Human Resources Management 1
Implementation of Management Control Systems 2
Total 33
4
Detailed Session Plan
Class of : 2009 Credit : 3
Course Code : INM 611 Sessions : 33
Session Chapter Chapter Name Topic Case Study

Pre-Mid Sem
1 Preparing to
Management Control-an Overview; Install a
Objectives of Management Control Control
Fundamentals System
I of Management
2 Control Schemes for Classifying
Managerial
Management Controls; Contextual
Styles: Making
Factors influencing Management
a Difference
Control
3 Organization Structure; Rewards
4 Responsibility Structure Systems-An
Designing Control Systems; Integral Part of
Design of
Management Control of Management
Organization Control
II International Businesses
Structure and
5 Control Systems Management Control of Non-Profit Controlling
Organizations; Control Systems for Costs in a
Empowerment, Innovation, and Non-for-profit
Creativity Institution
6 Strategy and Control; Information Balanced
Strategic Technology and Systems for Scorecard
III Performance Strategic Control Implementatio
7 Control
The Balanced Scorecard n at Philips
8 Formulation and administration of
Budget as an Budgets; Budgeting: The human Budgeting
IV Instrument of dimension Blues at Mittal
9 Control Types of Budgets: Zero-based Marbles
Budgeting
10 Introduction to Targets and
Business Performance Tracking
11
Performance:
Factors Affecting Business
V Targets,
Performance
12 Reporting, and
Analysis Performance Reports; Performance
Analysis
13 Categories of Audits; Financial Hollinger
Statement Audit; Internal Audit, International-
Fraud Auditing, and Forensic The Lord
Accounting Black Saga
VI Auditing
14 Management Audit; Social Audit
and Environment Audit; The
Auditing Process; Benefits and
Limitations of Auditing
5
The Concept of Transfer Pricing; Transfer
Factors influencing Transfer Pricing-A
Pricing; Methods of Calculating source of
15 VII Transfer Pricing
Transfer Prices; Administration of Conflict
Transfer Prices; The Indian between
Perspective Divisions
Business Ethics Ethical Behavior in Organization;
and Management Control and Ethical
16 VIII
Management Issues in Different Functions;
Control Regulating Ethical Conduct
Post-Mid Sem
17 Introduction to Financial Controls; Royal Ahold
Tools of Financial Control NV-The US
18
Controlling Assets employed in the Foodservice
Accounting
Financial Business
Fraud,
IX Control of the
Financial
Enterprise
19 Financial Information Systems and Information: A
Control; Roles in Financial Input for
Control and Accountability Management
Control
20 Types of Marketing Controls; P & G’s Brand
Marketing Audit; Sales Control Management
21
Distribution Control; Marketing System,
Marketing
X Communications Control
Control
22 Marketing Control in Branding;
Information Systems for
Marketing Control
23 Control of Production and Global Supply
Operations-An Overview; Chain
Management Production Controls; Operations Management-
Control of Controls Best Practices
XI
24 Production and
Operations-I Supply Chain Management; at Li & Fung
Information Systems in Production
and Operations Management
25 Management Controlling Cost of Operations; Taiichi Ohno
Control of Enhancing Organizational and Toyota
XII Performance Production
26 Production and
Operations-II System
Operational Audit; Safety Audit
6
27 Characteristics of Services; The AXA Way:
Generic Techniques for Control of Improving
Management Services Quality of
Control of
XIII
Service Classification of Service Services
28
Operations Organizations; Control of
Different Categories of Service
Organizations
29 Introduction to Project Control; The Delhi
Project Overview Statement as the Metro Project:
Basis for Control; Project Plan as Effective
the Primary Control Mechanism Project
Management
Management in
XIV Control of Organizing for Project Control; the Indian
30 Projects Control of Project Execution; Public Sector
Overall Change Control; Project
Auditing; Conservation and
Utilization of Resources
Human Resource Planning;
Control of the HR Department’s
Control of
Functions; Selected Techniques for
Human
31 XV Assessing Effectiveness of HRM;
Resources
The Workforce Scorecard; Human
Management
Resource Information Systems for
Control
32 Controllers and
Operationalizing a Management Reporting
Control System; Organizational Relationships
Implementation Roles involved in Implementation in a Divisional
XVI of Management Organization
33 Control Systems Implementation
Challenges in implementation;
Issues – Action
Impact of Organizational Life
Control versus
Cycle on Control Systems
Results Control
7
BUSINESS STRATEGY - I

Course Code : INM621 Sessions : 33
Objective: This course in Business Strategy is framed to help the students learn the concepts of
Business Strategy, Formulating Policy Decision and Organizational Working
Introduction to Business Strategy The Icfai University Press
Strategic Management Dr. P Subba Rao/ Himalaya
Strategic Management – An Integrated
Charles Hill & Gareth Jones/ Biztantra
Approach
Making Strategy Colin Eden & Ackermann / Sage Publications
Competitive Advantage of Nations Michael Porter
Strategic Management – Strategy John Pearce & Richard Robinson / AITBS
Formulation and Implementation Publication
Business Policy and Strategic Management, Jauch, Gupta and Glueck/ Frank Bros and
6e Co.
Strategy Safari Mintzberg, Ahlstrand and Lampel/ Pearson
Competing for the Future Prahalad and Hamel/ TMH
Strategic Management Dr. P Subba Rao/ Himalaya
Detailed Curriculum
Introduction to Strategic Management- The GE nine cells planning Grid – Arthur D.
Evolution of the Concept of Strategic Little Life Cycle Approach – SWOT
Management — Components of Strategic Analysis – Profit Impact of Market
Management — The three levels of Strategic Strategies –Formulating long-term Strategies
Planning — Making Strategic Decisions –Behavioural Considerations Affecting
Strategic Management Process - The Choice
Process of Strategic Management – Strategic Generic Competitive Strategy: Cost
decision-making – Limitations of the Leadership – Differentiation – Focus – Other
Strategic Management Model strategic Issues – Pitfalls of Generic
Company Mission - Vision – Mission Strategies – Competitive Strategies in
Statements - Formulating Mission different types of Industries-Formulating
Statements – Social Responsibility – Strategies in an Emerging Industry –
Stakeholder Approach to Social Maturing Industries – Declining Industries
Responsibility – Guideline for a Socially Gaining and Sustaining Competitive
Responsible firm Advantage: Defining the Value Chain – The
Analyzing the Business Environment: Value Chain and the buyer Value –
External Environment - Industry Level Competitive Scope and the Value Chain –
analysis - Internal Analysis of the Firm – Value Chain and the Organizational
Learning Curve and Experience Curve – Structure – Intellectual Property as the
Vulnerability Analysis - Strategic Analysis Competitive Advantage
8
Topics Sessions
Pre-Mid Sem
Introduction to Strategic Management 5
Strategic Management Process 2
Company Mission- Vision 3
Analyzing the Business Environment 5
Post-Mid Sem
Analyzing the Business Environment 6
Generic Competitive Strategy 9
Gaining and Sustaining Competitive
3
Advantage
Total 33
9
DETAILED SESSION PLAN
Course Code : INM621 Course : Business Strategy - I
Semester : III Duration : 1 Hr. 15 Min.
Chapter
Session Chapter Topics Case Study
Name
Pre-Mid Sem
1 Evolution of The Concept of
Strategic Management – Ansoff’s
Strategic Success Paradigm,
Mintzberg: strategy as Craft,
2 Peter Drucker’s Contribution,
Michael Porter: Strategy and
Competitive Advantage,
Importance of Strategic
Management
3
Components of Strategic
4 Management – Vision, Company
Mission, Company Profile,
Introduction External Environment Strategic
I to Strategic Analysis and Choice, Annual
Management objectives, long-term objectives,
Grand Strategy, Functional or
Operational Strategies, Policies,
Institutionalizing the Strategy,
Control and Evaluation
5 The Three level of Strategy
Planning - Corporate Level,
Business level, Functional Level
Marketing Strategic Decisions,
Characteristics of Strategic
Decisions
Developing a Strategic
Perspective
6 The Process of Strategic
Management – Environmental
Scanning, Strategy Formulation,
Strategy Implementations,
Evaluation and Control,
Implications for Managers
Strategic Strategic Decision Making –
II Management Modes of Strategic Decision-
7 Process making – Entrepreneurial Mode,
Adaptive Mode, Planning Mode,
Strategic Decision - making
Process, Practical Limitations of
the Strategic Management Model
– Holistic Vs Tactical, Analytical
Vs Prescriptive, Non-Political
10
Chapter
Name
8 Vision, Mission Statements,
Formulating a Mission Statement Jollibee - Fast-Food,
9 – Basic Product, Primary Market The Filipino Way
and Principal Technology
Formulating a Mission Statement
– Company Goals, Company
Philosophy, Public Image,
Company Self Concept, Social
Responsibility
Company
III Stakeholder Approach to Social
Mission
Responsibility – Identification of
10
Claimants, Understanding
claimants’ demands vis-à-vis the
Corporate Social
Company, Recognition and
Responsibility(CSR)
Prioritization of Claims,
: are Corporate
Coordination of Claims and
Walking the Talk
Mission Components, Guidelines
for a successful Responsible firm
– Strategy and Business Ethics,
Ethical Decision Making
External environment – Political,
11 Economic, Social and
Technological Environment, Google's Problems
12 Industry Level Analysis – in China
Porter’s Industry Analysis: Five
13
Forces Model
14 Analyzing Game Theory
IV the Business
Environment Himalaya Drug
Concept of Complementarity Company -
Branding
15
Internal Analysis of the Firm
Learning Curve and Experience
Curve
Post-Mid Sem
11
Chapter
Name
16 Vulnerability Analysis
17 Software and IT
Strategic Analysis – CG Growth-
Services Industry in
18 Share Matrix
India
19 Entry Strategies of
The GE Nine-Cell Planning Grid
DS Group
20
Analyzing Arthur D Little Life Cycle
ONGC's Growth
IV the Business Approach, SWOT Analysis
Environment
Profit Impact of Market
Nissan’s Turnaround
Strategies, Product Market
Story
21 Matrix of Ansoff
Formulating Long Term Voltas Ltd.: From
Strategies, Behavioral
Turnaround to the
Consideration Affecting Strategic
Choice ‘Big Bang'
22 Cost Leadership, Differentiation, Beers: A Cartel

Focus, Other Strategic Issues Facing Challenges
23 Pitfalls of Generic Strategies –
Risks of Cost Leadership, Risks
24 of Differentiations, Risks of
Focus
25
Competitive Strategies in
26 Different Types of Industries –
Fragmented Industries
27
Emerging Industries - Common
28 The Resurgence of
Structural Characteristics of
Radio in India
Emerging Industries
29
Generic Emerging Industries - Cartoon Network -
V Competitive Formulating Strategies in an The Indian
Strategy Emerging Industry Experience
Maturing Industries –
Characteristics of a Maturing
Industry
Maturing Industries –
Iridium: Making a
30 Formulating Strategies in
Comeback
Marketing Industries
Declining Industries - Structural
Determination of Competition in
Declining Industries
Declining Industries –
Cost Erosion at Tata
Formulating Strategies in
Motors
declining industries
12
Chapter
Name
31 Identifying Value Activities – Bangladesh
Primary Activities, Support Grameen Bank -
32 Activities, Defining the Value Pioneer in
Chain Microfinance
The Value Chain and Buyer
Value, Competitive Scope and
The Value Chain – Segment
Scope, Vertical Scope,
Geographic Scope, Industry
Gaining and Scope, Coalitions and Scope, The
Sustaining Value Chain and Industry
VI
Competitive Structure
33 Advantage
Value Chain and Organizational
Structure, Intellectual Property as
Competitive Advantage,
Sustaining a Competitive
Going Rural with e-
Advantage – a difference that
Choupal
matters, a gap in capabilities,
Sustainable Differentiation,
Sustainable Competitive
advantage and strategy
* For all the Sessions, Case discussion (wherever it is mentioned) is compulsory.
13
MARKETING RESEARCH
Class of : 2009 Credits : 3
Course Code : MKE611 Sessions : 33
Objective: This course intends to impart to the students the comprehensive understanding of
Marketing Research for identifying- structuring and solving a marketing problem and the
methods of obtaining relevant information.
Textbook Author/Publication
Marketing Research The Icfai University Press
David J.Luck and Ronald S.Rubin/ Prentice
Marketing Research
Hall of India
Donald S. Tull and Del I. Hawkins/Prentice
Marketing Research: Measurement & Method
Hall of India
Marketing Research David J.Luck- Hugh- Wales & Donald
Paul E Green- Donald S Tull and Gerald
Research for Marketing Decisions- 5e
Albaum/ Prentice Hall of India
The essence of Marketing Research Peter M Chisnall/ Prentice Hall of India
Donald R Lehmann- Sunil Gupta & Joel
Marketing Research
Steckel-Addison/Wesley-1998
Marketing Research- 2 e A. Parasuraman- Addison/Wesley- 1991
Marketing Research Naresh K. Malhotra/ Pearson Education
Detailed Curriculum
Nature of Marketing Research Objectives – Types of Research – Benefits
Introduction to Marketing Research: of Research Design – Research Proposal –
Marketing Research defined – Need for Types of Research Proposal – Structuring
Marketing Research – Functions of the Research Proposal – Evaluating
Marketing Research - Practice of Marketing Research Proposal
Research – Manager – Researcher
The Research Process: Introduction – steps
Relationship
in the Research Process – Problems in the
Research Process and Design
Research Process
Scientific Method: Introduction – Styles of
thinking – Combination of Induction and Types of Research: Introduction – Use of
Deduction – Scientific method and its Major Exploratory Research, Design of
characteristics – Scientific method in Exploratory Studies – Conclusive Research
Marketing as compared to Physical sciences Sources and Methods of Collecting Data
– Terminology used in scientific method- Secondary Data: Introduction – The Nature
laws of secondary data – Advantages of
Research Proposal and Design: secondary data – Disadvantages of
Introduction -Basic and Applied Research – secondary data – Evaluating secondary data
What is good Research?- Research – Types of secondary data
14
Commercial Surveys, Audits and Panels: Sampling and Data Analysis
Introduction – Commercial Surveys – Audits Sampling: Introduction – The Sampling
- Panels – Applications of Commercial Terminology – Need for sampling –
Surveys, Audits and Panels characteristics of a good sample – Sampling
Survey Research: Introduction – Types of designs – Sampling concepts –Calculation of
Interviews - Types of Surveys – criteria for sample size – Types of sample designs
the selection of a survey method – Preparation and Tabulation of Data:
Importance of the questionnaire – Introduction – Data editing – Variable
Advantages of the questionnaire method – development – Coding – Categorizations –
Disadvantages of the questionnaire method Data entry – Data mining
Instruments for Respondent Tests of Significance: Introduction –
Communication: Introduction – Instrument Method of Hypothesis Testing – Parametric
Design – Deciding the strategy – Deciding Tests – Chi Square Analysis
the analysis plan – Construction of the
Bivariate Measures of Association:
questionnaire – Drafting and refining the
Introduction – Cross Tabulations – Scatter
instrument – Pre-Testing – Overcoming the
diagrams – Regression analysis –
instrument problems
Correlation analysis – Linear Discriminant
Experimentation: Introduction – Types of analysis - Automatic interaction detector
experiments on the basis of experimental
Multivariate Measures of Association:
settings – Important terms – Symbolic
Introduction – Multiple Regression –
representation – Factors affecting validity in
LISREL- Conjoint analysis – Factor
experimentation Designs of experiments
analysis- cluster Analysis
Data Collection Errors: Introduction- Field
Analysis of Variance (ANOVA):
work procedure- Personal interviews-
Introduction – Univariate ANOVA –
Common sources of error in fieldwork
Multivariate ANOVA – ANOVA for
Measurement in Marketing Research Randomized Block design - ANOVA for
Measurement in Marketing Research: Latin Square design – ANOVA with
Introduction – The concept of measurement- Interaction - Factoral design – Analysis of
scales of measurement – Components of Covariance
measurements – Measurement of Accuracy Marketing Research Reports:
-– Reliability – Validity Introduction – Role of the report – Principles
Attitude Measurement: Introduction- The of report writing – The Report format–
general methods of collecting the attitude Presentation of Statistics – Oral
data- Specific methods of collecting presentations – Evaluation of the Research
attitudinal data- Direct response attitude procedure
scales: Non- Comparative rating scales, Application of Marketing Research
Comparative rating scales- Attitude scales:
Market Segmentation: Introduction–
The Semantic differential scale, Stapel
Market Segment descriptors – Segment
Scale, Likert Scale – Which scale to use?-
attractiveness criteria – Market Strategy
Measuring emotions- Perceptual mapping
formulation – Methods of segmentation
Observation and Physiological Measures:
New Product Development: Introduction–
Introduction- Behavioral and Non-
The design of a product– Product testing–
Behavioral observation- Evaluation of
Test marketing
observational method- The Observer subject
relation- Conducting an observational study- Advertising Research: Introduction –
Unobtrusive measures- Physiological Advertising objectives and Product appeals
measures – Copy testing– Creative Strategy Research
15
– Media selection– Media scheduling – Management concerns – Marketing
Media audiences – Media models Research agencies – Organizational
Market and Sales Analysis Research: structures of Marketing Research
Introduction– Market potential analysis– departments – Resources for Marketing
Sales forecasting: Qualitative forecasting research – Client Researcher interface
methods, Quantitative forecasting method– Ethics in Marketing Research:
Sales analysis Introduction– Ethical issues in business
Managing Marketing Research and research – Rights of the Client–Issues
Ethical Issues involving the rights of the researcher–
Ethical issues involving the protection of the
Managing Marketing Research: research profession–Issues involving
Introduction – Managing Marketing researchers and team members–Corporate
Research departments – Client’s Research espionage
16
Topics Sessions
Pre–Mid Sem
Introduction to Marketing Research 1
Scientific Method 1
Research Proposal and Design 1
The Research Process 1
Types of Research 1
Secondary Data 1
Commercial Surveys– Audits and Panels 1
Survey Research 1
Instruments for Respondent’s Communication 2
Experimentation 1
Data Collection and Errors 1
Measurement in Marketing Research 1
Attitude Measurement 2
Observation and Physiological Measures 1
Post–Mid Sem
Sampling 1
Preparation and Tabulation of Data 1
Tests of Significance 2
Bivariate Measures of Association 2
Multivariate Measures of Association 2
Analysis of Variance {ANOVA} 2
Marketing Research Reports 1
Market Segmentation 1
New Product Development 1
Advertising Research 1
Market and Sales Analysis Research 1
Managing Marketing Research 1
Ethics in Marketing Research 1
Total 33
17
Course Code : MKE611 Course : Marketing Research
Sessio
Chapter Chapter Name Topics Case Study
n
Pre – Mid Sem
Marketing Research defined – Need
Introduction to for Marketing Research, Functions of
Caselet No
1 I Marketing Marketing Research – Practice of
30
Research Marketing Research Manager –
Researcher relationship
Introduction– Styles of thinking–
Combination of induction and
deduction– Scientific method and its
Scientific
2 II major characteristics – Scientific
Method
method in Marketing as compared to
Physical Sciences – Terminology used
in scientific method – Laws
Introduction – Basic and Applied
Research– What is good research?–
Research objectives – Types of
Research
Research– Benefits of Research
3 III Proposal and Caselet No. 9
Design– Research Proposal – Types of
Design
Research Proposal – Structuring the
Research Proposal – Evaluating
Research Proposal
Introduction– Steps in the Research
The Research
4 IV Process – Problems in the Research Caselet No. 2
Process
Process
Introduction – Use of Exploratory

Types of Caselet No.
5 V Research – Design of Exploratory
Research 10
Studies– Conclusive Research
Introduction –The Nature of Secondary

Data – advantages of secondary data –
Caselet No.
6 VI Secondary Data disadvantages of secondary data –
11
Evaluating secondary data – types of
secondary data
Introduction – Commercial Surveys –
Commercial
Audits – Panels – Applications of
7 VII Surveys- Audits Caselet No. 4
Commercial Surveys, Audits and
and Panels
Panels
Introduction –Types of Interviews–
Types of Surveys– Criteria for the
selection of a survey method –
Survey
8 VIII Importance of the questionnaire– Caselet No. 1
Research
advantages of the questionnaire
Method – disadvantages of the
questionnaire method
18
Sessio
n
Introduction–Instrument design–
Deciding the strategy– Deciding the
9 Caselet No.5
Instruments for Analysis Plan– Construction of the
IX Respondent questionnaire
Communication Drafting and Refining the Instrument–
10 Pre–Testing– Overcoming the
Instrument problems
Introduction–Types of Experiments on
the basis of experimental settings–
Important terms– Symbolic Caselet No.
11 X Experimentation
representation– Factors affecting 32
validity in experimentation– Designs
of experiments
Introduction– Field work procedure–
Data Collection Caselet No.
12 XI Personal iterviews–Common sources
and Errors 28
of eror in feldwork
Introduction– The cncept of
Measurement in masurement– Scales of masurement–
13 XII Marketing Components of masurements–
Research Measurement acuracy– Reliability–
validity
The Introduction– The general
methods of collecting the attitude data–
14
Specific methods of collecting
attitudinal data– Direct response
attitude scales: Non– comparative
Attitude rating scales, Comparative rating
XIII scales
Measurement
Measuring attitude scales: The
15
Semantic differential scale, Stapel
Scale, Likert Scale – Which Scale to
use? – Measuring emotions–
Perceptual Mapping
Introduction– Behavioral and Non–
Behavioral observation– Evaluation of
Observation and
observational method– The observer
16 XIV Physiological
Subject relation– Conducting an
Measures
observational study– Unobtrusive
measures– Physiological measures
Post – Mid Sem
The Introduction– The Sampling
Terminology– Need for sampling–
characteristics of a good Sample– Caselet
17 XV Sampling
Sampling designs–Sampling concepts– No.23
Calculation of sample size– Types of
sample designs
19
Sessio
n
Introduction– Data editing– Variable
Preparation and
development– Coding–
18 XVI Tabulation of
Categorizations–Data entry– Data
Data
Mining
19 Introduction– Method of Hypothesis Caselet No
Tests of Testing 16
XVII
Significance Caselet No
20 Parametric Tests– Chi Square Analysis
17
Introduction– Cross Tabulations–
21 Contingency and Phi Correlation–
Bivariate Scatter Diagrams– Regression Analysis
XVIII Measures of
Association Correlation Analysis– Linear
22 Discriminant Analysis– Automatic
Interaction Detector
23 Multivariate Introduction–Multiple Regression– Caselet No.
XIX Measures of LISREL– Conjoint Analysis 20
24 Association Factor Analysis– Cluster Analysis
25 Introduction– Univariate ANOVA–
Multivariate ANOVA–ANOVA for Caselet No.
Analysis of Randomized Block Design– ANOVA 18
XX Variance for Latin Square Design
26 (ANOVA)
ANOVA with Interaction: Factoral Caselet No.
Design– Analysis of Covariance 19
Introduction– Role of the Report–
Marketing Principles of Report Writing–The
27 XXI Research Report Format–Presentation of
Reports Statistics– Oral Presentations–
Evaluation of the Research Procedure
Introduction– Market Segment Allen Solly–
Market descriptors– Segment attractiveness Entering the
28 XXII
Segmentation criteria– Market Strategy formulation– women’s
Methods of segmentation wear market.
Toyota Prius:
Introduction– The Design of a
New Product A Case in
29 XXIII product– Product testing– Test
Development New Product
marketing
Development
Introduction– Advertising objectives

and product appeals– Copy Testing–
Advertising
30 XXIV Creative strategy Research - media Caselet No 7
Research
selection–Media Scheduling–Media
Audiences–Media Models
Introduction– Market potential
Market and Analysis– Sales forecasting: Marketing
31 XXV Sales Analysis Qualitative forecasting methods, Research at P
Research Quantitative forecasting method – &G
Sales Analysis
20
Sessio
n
Introduction– Managing Marketing
Research departments– Client’s
Research management concerns–
Managing
Marketing Research agencies–
32 XXVI Marketing
Organizational Structures of marketing
Research
Research departments– Resources for
Marketing Research– Client
Researcher Interface
Introduction– Ethical issues in
Business research– Rights of the Procter &
client–Issues involving the Rights of Gamble vs.
Ethics in
the researcher–Ethical issues involving Unilever: A
33 XXVII Marketing
the protection of the Research Case of
Research
Profession–Issues involving Corporate
Researchers and team members– Espionage
Corporate espionage
21
CONSUMER BEHAVIOR
Objective: This course helps students in knowing the concepts of consumer behavior and their
application in marketing of products and services which are useful for survival in the highly
competitive market environment.
Consumer Behavior The Icfai University Press
Leon’g Schiffmann and Leslie Kanuk/
Consumer Behavior, 5e
Prentice–Hall, India
Peter D Bennet and Harold H
Consumer Behavior
Kassarjian/Prentice–Hall, India
Marketing and Consumer Behavior Research Ronald Paul Hill/ Sage Publications, New
In The Public Interest Delhi
Consumer Behavior: Behavioral Aspects of
Chris Rice/ Butterworth Heinemann
Marketing
Consumer Behavior: Concepts and David Loydon Albert Bitta/ Tata McGraw
Application Hill
Detailed Curriculum
Introduction to Consumer Behavior Identified by Mcguire * Henry Murray,
Consumer Research Quantitative vs. Theories of Motivation: Maslow’s Theory,
Qualitative, Consumer Research Process, Trio of Needs, Motivational Theories and
Defining the Research Problem and Marketing Strategies: Motivational Research
Developing objectives, Exploratory Marketing Strategies Based on Motivation and
Research and Analysis, Designing the Motive Combinations, Involvement:
Conclusive Research, Data Collection, Antecedents of Involvements and types of
Analysis and finding Report, Consumer Involvement, Techniques of Motivational
Research: Good or Bad? Research: Qualitative Research Tools in
Segmenting Consumers: Defining Market Motivational Research
Segmentation, Bases for Segmentation: Personality: Definition, and Nature of
Geographic Segmentation, Demographic Personality, Theories of Personality:
Segmentation, Psychological Segmentation, Freudian, Neo–Freudian and Traits Theories,
Psychographic Segmentation, Socio– The Concept of Self: Single and Multiple
Cultural Segmentation, Use–Related Selves, Self and Situational Self, Methods of
Segmentation, Use–Situation Segmentation, Self–Concept Assessment the Concept of
Benefit Segmentation, Hybrid Segmentation Self: Single and Multiple Selves, Self and
approaches, Criteria for effective Targeting Situational Self, Methods of Self–Concept
of Market Segments, Market Segment Assessment
Strategies
Perception and Information Processing:
Consumer as an Individual: Motivation: Definition of Perception, Elements of
Definition, Process of Motivation, Dynamic Perception: Sensation, Absolute Threshold,
Nature of Motivation, Motives: Types of Differential Threshold or Just Noticeable
Motives, Classification of Motives: Motives Difference (JND), Subliminal Perception,
22
Process of Perception and Information and Decision Making, Children as Decision
Processing: Exposure, Attention, Makers
Interpretation, Consumer Imagery: Product Social Class and Consumer Behavior:
Image, Service Image, Perception in Defining Income, Defining Social Class,
Marketing: Brand Development and Social Stratification: Social Class in India,
Perceptual Mapping, Retail Stores Social Class Mobility, Social Class
Learning: Definition of Learning and Measurement: Subjective Approach,
Reputational Approach, Objective Approach,
Characteristics of Learning: Motivation,
Problems with measurement of Social Class
Cues, Response, Reinforcement, Behavioral
Geodemographics Clustering, Social Class
Learning Theories: Classical Conditioning, and Consumer Behavior: Cultural Capital,
Instrumental Conditioning, Cognitive The Affluent Consumer, Old Money and the
Learning Theories: Information Processing, Nouveaux Riche, Techno Class, Status
Theory of Involvement, Brand Loyalty: Symbol
Brand Equity, Product Positioning, and Brand
Cultural Influences: Defining Culture, the
Leverage Dynamics of Culture, Measuring Culture:
Attitude: Characteristics of Attitude, Content Analysis, Consumer Fieldwork,
Functional Theories of Attitude: Utilitarian, Value Measurement Survey Instruments,
Value–Expressive, Ego–Defense, Knowledge, Core Values, Defining Sub–Culture,
Combination of Function, Attitude Model, Defining Cross–Cultural Influences:
Formation of Attitude: Classical Condition, Country of Origin Effects, Targeting
Consumers across Cultures, Global Versus
Instrumental Conditioning, Cognitive
Local, Cross–Cultural Marketing Mistakes
Learning Theory, Measurement of Attitude:
Semantic Differential Scale, Likert Scale, Consumer as Decision Maker
Theories of Attitude Development: Theory of Diffusion of Innovation: The Diffusion
Cognitive Dissonance, Self–Perception Concept: Innovation, Channels of
Theory, Social Judgment Theory, Balance Communication, Social System, Time a
Theory, Attitude Change, Involvement: Profile of Consumer Innovator: Innovator as
Strategies followed by Marketers to Increase an Opinion Leader and Change Leader
the Involvement of Consumers Consumer Decision Making: Defining
Consumer in Social Context Consumer Decisions, Consumer as Decision
Makers: Types of Consumer Decisions,
Reference Groups and Opinion Leadership: Consumer Decision Making Process:
Definition and importance of Reference Problem Recognition, Information Search,
Groups, Defining Opinion Leadership: Alternative Evaluation and Selection,
Dynamics of Opinion Leadership, The Modeling Consumer Decision–Making:
Motivation behind Leadership, Types of Howard–Sheth Model of Buying Behavior,
Opinion Leaders, Identifying an Opinion The Nicosia Model, Engel–Blackwell–
Leader: Self–Designing Method, Miniard Model
Sociometric Method, Key Informant Method Consumer in Market Place: Introduction
Objective Method, Communication and to Retailing, The Retail Scene in India,
Opinion Leadership: Creating Buzz Unconventional Sources of Purchase,
Factors Affecting Outlet Selection: Store
Family Influences: Defining Family, Types Image, Store Brands, Retail Advertising and
of Family Structures, Nontraditional Promotion, Store Location, Perceived Risk
Households, Pets as Family Members, Role Shopping Orientation, In–Store Influences:
of Family, Family Lifecycle: Traditional Flc, In–Store Displays. Markdown and Price
Non–Traditional Flc, Family Decision Promotions, Store Atmosphere, Stock–Outs,
Making: Household Decisions, Sex–Role Sales Staff, Final Transaction
23
Post Purchase Behavior: Defining Post– Consumer and Marketer
Purchase Consumer Behavior, Consumer’s Marketing Communication and
Post Purchase Dissonance: Product Usage, Persuasion: Nature of Communication:
Disposal, Product/Service Evaluation and Elements of Communication, Factors
Consumer Satisfaction/ Dissatisfaction: affecting Communication: Credibility of the
Consumer Complaint Behavior, Satisfaction Source, Comprehension and mood of the
and Brand Loyalty, Loyalty Marketing Receiver, Barriers to Communication.
Developing Persuasive Communication: The
Organization as Consumer: Nature of Target Audience, the Objective, the Message
Organizational Buying: Organization’s Design, the Media
Business Center, Organizations’ Buying Marketing Regulation: Concerns of the
Situations, Organizational Buying Process: Consumers: Consumerism, Privacy
Problem recognition, Need Description, Concerns, Impact of Advertising, Social
Product Specification, Supplier Search and Marketing, Marketing to Children, Concerns
Evaluation, Proposal Solicitation, Supplier of the Marketers: Consumer Fraud,
Selection, Order and Post–Purchase Consumer Terrorism Anti–Consumption,
The role of Government and Non–
Evaluation, Factors Influencing
Government Bodies: Government
Organizational Buying Behavior: Internal
Regulations, The Advertising Standards
Factors and External Factors Council of India, Consumer Action Groups
24
Topics Sessions
Pre – Mid Sem
Consumer Research 2
Segmenting Consumer 2
Motivation 2
Personality 2
Perception and Information 2
Processing
Learning 2
Attitude 2
Reference Groups and Opinion 2
Leadership
Post – Mid Sem
Family Influences 2
Social Class and Consumer Behavior 1
Cultural Influences 2
Diffusion of Innovation 2
Consumer Decision Making 2
Consumer in Market Place 2
Post Purchase Behavior 1
Organization as Consumer 2
Marketing Communication and 1
Persuasion
Marketing Regulation 2
Total 33
25
Course Code : MKE621 Course : Consumer Behavior
Sessio
n
Pre– Mid Sem
Quantitative Vs. Qualitative,
1
Consumer Research Process, Defining
Caselet–1
the Research Problem and Developing
Objectives
Consumer
I Exploratory Research and Analysis,
Research
2 Designing the Conclusive Research,
Data Collection, Analysis and
Findings Report, Consumer Research:
Good or Bad?
Defining Market Segmentation, Bases
3 for Segmentation: Geographic
Segmentation, Demographic
Segmentation, Psychological Caselet–4
Segmentation, Psychographic
Segmentation, Socio–Cultural
Segmenting
II Segmentation
Consumer
4 Use–Related Segmentation, Use–
Situation Segmentation, Benefit ITC’s foray
Segmentation, Hybrid Segmentation into
Approaches, Criteria for Effective Convenience
Targeting of Market Segments, Market Food Market
Segment Strategies
5 Definition, Process of Motivation,
Dynamic Nature of Motivation,
Motives: Types of Motives,
Classification of Motives: Motives Caselet–6
Identified by Mcguire, Henry Murray,
Theories of Motivation – Maslow’s
Theory, Trio of Needs
Motivational Theories and Marketing
III Motivation Strategies: Motivational Research
6 Marketing Strategies based on
Motivation and Motive Combinations,
The Indian
Involvement: Antecedents of
Fast Food
Involvements and Types of
Market
Involvement, Techniques of
Motivational Research: Qualitative
Research Tools in Motivational
Research
26
Sessio
n
7 Definition and Nature of Personality,
Theories of Personality – Freudian,
Neo–Freudian and Traits Theories,
The Concept of Self: Single and
Multiple Selves, Self and Situational
Self, Methods of Self–Concept
IV Personality Assessment
8
The Concept of Self: Single and
Multiple Selves, Self and Situational
Self, Methods of Self–Concept
Assessment
9 Definition of Perception, Elements of
Perception – Sensation, Absolute
Threshold, Differential Threshold or Caselet–15
Just Noticeable Difference, Subliminal
Perception
Perception and
V Information Process of Perception and Information
10 Processing Processing – Exposure, Attention,
Interpretation, Consumer Imagery –
Product Image, Service Image,
Perception in Marketing – Brand
Development and Perceptual Mapping,
Retail Stores
11 Definition of Learning and
Characteristics of Learning –
Motivation, Cues, Response, Caselet–18
Reinforcement, Behavioral Learning
Theories – Classical Conditioning
VI Learning
12 Instrumental Conditioning, Cognitive
Learning Theories – Information
Processing, Theory of Involvement,
Brand Loyalty – Brand Equity, Product
Positioning, Brand Leverage
27
Sessio
n
13 Characteristics of Attitude, Functional
Theories of Attitude: Utilitarian, Value–
Expressive, Ego–Defense, Knowledge,
Combination of Function, Attitude Caselet–20
Model, Formation of Attitude: Classical
Condition, Instrumental Conditioning,
Cognitive Learning Theory
VII Attitudes Measurement of Attitude – Semantic

14 Differential Scale, Likert Scale,
Theories of Attitude Development:
Theory of Cognitive Dissonance, Self–
Perception Theory, Social Judgment
Theory, Balance Theory, Attitude
Change, Involvement: Strategies
Followed by Marketers to increase the
involvement of Consumers
15 Definition and Importance of

Reference Groups, Defining Opinion
Leadership – Dynamics of Opinion Caselet–25
Leadership, The Motivation Behind
Reference Leadership, Types of Opinion Leaders
Groups And
VIII Identifying an Opinion Leader: Self –
Opinion
16 Leadership Designing Method, Sociometric
Method, Key Informant Method
Objective Method, Communication
and Opinion Leadership: – Creating
Buzz
Post– Mid Sem
17 Defining Family, Types of Family
Structures, Nontraditional
Households, Pets as Family Members,
Caselet–29
Role of Family, Family Lifecycle –
Family Traditional FLC, Non–Traditional
IX
18 Influences FLC
Family Decision Making – Household
Decisions, Sex–Role and Decision
Making, Children as Decision Makers
28
Sessio
n
Defining Income, Defining Social
Class, Social Stratification – Social
Class in India, Social Class Mobility,
Social Class Measurement: Subjective
Approach, Reputational Approach,
19 Social Class and objective Approach, Problems with
X Consumer measurement of Social Class Geo– Caselet–31
Behavior Demographics Clustering, Social
Class and Consumer Behavior –
Cultural Capital, The Affluent
Consumer, Old Money and The
Nouveaux Riche, Techno Class, Status
Symbol
20 Defining Culture, The Dynamics of
Culture, Measuring Culture – Content Kellogg’s
Analysis, Consumer Fieldwork, Value Indian
Measurement Survey Instruments, Experience
Cultural Core Values
XI
21 Influences Defining Sub–Culture, Defining
Cross–Cultural Influences: Country of
Origin Effects, Targeting Consumers Caselet–32
Across Cultures, Global Versus Local,
Cross–Cultural Marketing Mistakes
22 The Diffusion Concept: Innovation,
Channels of Communication, Social Caselet–35
Diffusion of System, Time
XII
23 Innovation A Profile of Consumer Innovator:
Innovator as an Opinion Leader and
Change Leader
24 Defining Consumer Decisions,
Consumer as Decision Makers: Types
of Consumer Decisions, Consumer
Caselet–38
Decision Making Process – Problem
Consumer Recognition, Information Search,
XIII Decision Alternative Evaluation and Selection
25 Making
Modeling Consumer Decision–
Making – Howard–Sheth Model of
Buying Behavior, The Nicosia Model,
Engel–Blackwell–Miniard Model
29
Sessio
n
26 Introduction to Retailing – The Retail
Scene in India, Unconventional
Sources of Purchase, Factors affecting
Caselet–39
Outlet Selection – Store Image, Store
Brands, Retail Advertising and
Consumer in Promotion, Store Location
XIV
27 Market Place Perceived Risk Shopping Orientation,
In–Store Influences – In–Store
Displays. Markdown and Price
Caselet–41
Promotions, Store Atmosphere,
Stock–Outs, Sales Staff, Final
Transaction
Defining Post–Purchase Consumer
Behavior, Consumer’s Post Purchase
Dissonance: Product Usage, Disposal,
Post Purchase Product/Service Evaluation and
28 XV
Behavior Consumer Satisfaction/Dissatisfaction
– Consumer Complaint Behavior,
Satisfaction and Brand Loyalty,
Loyalty Marketing
29 Nature of Organizational Buying –
Organization’s Business Center,
Organizations’ Buying Situations,
Organizational Buying Process –
Problem Recognition, Need
Description, Product Specification,
Organization as Supplier Search and Evaluation,
XVI
30 Consumer Proposal Solicitation, Supplier
Selection, Order and Post–Purchase
Evaluation
Factors influencing Organizational
Buying Behavior – Internal Factors
and External Factors
Nature of Communication – Elements
of Communication, Factors affecting
Communication: Credibility of the
Marketing source, Comprehension and Mood of
31 XVII Communication the Receiver, Barriers to Caselet–45
and Persuasion Communication, Developing
Persuasive Communication – The
Target Audience, The Objective, The
Message Design, The Media
30
Sessio
n
32 Concerns of the Consumers:
Consumerism, Privacy Concerns,
Impact of Advertising, Social
Marketing, Marketing to Children, Caselet–49
Concerns of the Marketers –
Marketing Consumer Fraud, Consumer Terrorism
XVIII Anti–Consumption
33 Regulation
The Role of Government and Non–
Government Bodies – Government
Regulations, The Advertising Caselet–50
Standards Council of India, Consumer
Action Groups
31
SERVICES MARKETING
Objective: The course is designed to fulfill the following objectives:

i. To enable students to build a sound theoretical and practical understanding of the Service
Marketing and the expectations of the customers from the service providers.
ii. To develop an understanding of all the marketing mix for services and a clear distinction
from the marketing mix of product and how to develop the different types of strategies
for service marketing.
iii. To learn specifically the different marketing strategies for different service–specific
industries.

Services Marketing The Icfai University Press
Valerie Zeithaml & Mary Jo Bitner/ Tata
Services Marketing
McGraw–Hill
Christopher Lovelock– Prentice Hall/
Services Marketing, 3e
International Edition
Marketing Services: Competing Through
Leonard L Berry and A Parasuraman
Quality
Services Marketing Text & Cases Rajendra Nargandkar/ Tata McGraw Hill
Services Marketing Text & Readings, Indian
Ravi Shankar/ Excel Books
Perspective
Services Marketing Helen Woodruffe/ Macmillan India Ltd
Detailed Curriculum
Introduction to Services Marketing Service Quality– Classification of Services:
Understanding Services: Factors Degree of involvement of Customer, Service
influencing the growth of the Service Tangibility, Skills and Expertise Required,
Sectors: Demographic Changes, Social The Business Orientation of Service
Changes, Economic Changes, Technological Provider, The Type of End–User –
Changes, Political and Legal Changes, Developing Frameworks for analyzing
Policy Changes–Services Defined– Services – Myths About Services
Tangibility Spectrum – Characteristics of The Nature of Services Marketing:
Services: Intangibility, Heterogeneity, Evolution of service firms – A different
Inseparability and Perishability– Generic approach for marketing services: narrow
difference between Goods and Services: definitions of marketing, Lack of
Nature of the Product, Problems in Quality Appreciation for Marketing Skills, Different
Control ,Involvement of the Customer in Organizational Structures, Problems in
Production and Delivery, Absence of Determining Costs for Pricing, Constraints
Inventories, Structure and Nature of and Opportunities for Not–for–Profit
Distribution Channels, Importance of Organizations, Other Challenges– The
Prompt Service, Difficulty in evaluating Services Marketing Triangle – The
32
Services Marketing Mix: People, physical Geographic, Psychographic, Behavioristic –
evidence, process – Key marketing issues Requirements for effective segmentation:
before a service organization: Managing Measurability, Accessibility,
differentiation, Managing productivity, Substantiability, Actionability– Process of
Managing service quality – New avenues in Market segmentation– Market Targeting in
services Marketing services: On what basis do marketers target
The Customer Experience the identified segments? Targeting
Strategies– Mass Customization: What are
Consumer Behavior in Services: the factors that companies need to consider
Differences between characteristics of goods before adopting mass customization? What
and services: Search qualities, Experience are the various approaches to Mass
qualities, Credence qualities– Consumer Customization?
decision–Making process: Need perception,
Search for information and perceived risk, Positioning and Differentiation of
Evaluation of alternatives, Purchase Services: Definition and concept–
behavior and post purchase Evaluation– Positioning Strategies– Value Chain in
external factors influencing consumer services– Differentiation– role of positioning
behavior– Implications for service providers in Marketing strategy– Steps in developing a
Positioning strategy: Determining levels of
Customer Expectations and Perceptions: positioning, Identification of attributes,
Understanding customer requirements – Location of attributes on positioning map,
Customer expectations–Types of service Evaluating positioning Options,
expectations – Factors that influence Implementing the position
customer expectations of service: Desired
services, Adequate services, Both desired Managing Demand and Capacity:
and predicted service expectations, Criteria Concept of demand: Contraction and
to evaluate a service based on customers recession, expansion or boom, technological
service Expectations– Managing Customer developments, Demographics, natural and
Service Expectations: Managing promises, other disasters– Demand patterns: Sketching
reliability– “Getting it right the first time”, demand patterns, Foreseeable cycles,
Effective communication– Exceeding Random demand variations, Demand
customer service expectations– Customer patterns by market segment– Capacity
perceptions– Factors that influence customer constraints– Strategies to match demand and
perceptions: Service encounter, Service capacity: Demand shift, adjusting Capacity
evidence, Image, Price– Strategies for to meet demand– Creating Demand
influencing customer perceptions Inventory: Queuing System, Reservation
System– Yield Management : Yield
Listening To Customers: Using marketing
management process, Application areas of
research in services– Approaches to services
yield management, Benefits of yield
research: Post Transactional Surveys,
Customer Complaint, Comment and Inquiry management
Surveys, Total Market surveys, Employee Services and the Marketing Mix
surveys– Stages in Marketing Research – The Marketing Mix Elements: Marketing
Use of Marketing Research information –
Mix in traditional marketing– Inadequacy of
Upward communications
four Ps– Expanded marketing mix: Product,
Strategic Issues in Service Marketing Pricing, Promotion, Place, People, Process,
Market Segmentation and Targeting: Physical Evidence
Market Segmentation in services: Product: Packaging the Service: Service
Undifferentiated marketing approach, Product Level: The Core product, The
Differentiated Marketing approach, Actual product, The Augmented product,
Concentrated Marketing approach– Basis for The Potential product– Service Product
Market segmentation: Demographic, Decisions: Market Penetration, Market
33
Development, Product/Service Process in Services: Characteristics of
Development, Diversification– Branding in Service Process design and implementation
Services: Types of Branding– Categories for – Types of process: Line or flow operations,
new Service Development– New Service Job Shop Process–Planning a service
Development Process– Product Life Cycle: Process– service Blueprinting: Elements of
Introduction, Growth, Maturity, and Decline blueprinting, Reading a service blueprint,
Developing a service blueprint– Factors
Pricing Services: Key characteristics of
influencing process efficiency: Planning,
Pricing in services– Pricing objectives–
service personnel, Technology, Location and
Approaches to pricing services: Cost based
Décor, Customer’s role– Service positioning
pricing, Market oriented pricing or demand–
through Structural Change: Reduced
Based Pricing, Competition based pricing–
Complexity, Increased Complexity, Reduced
Incorporating perceived value into service
Divergence, Increased Divergence
Pricing– Value strategies in pricing of
Services: Satisfaction based pricing, Physical Evidence in Services: Elements of
Relationship pricing, Efficiency pricing– Physical Evidence – Types of Physical
Issues in pricing of services Evidence: Essential Evidence, Peripheral
Evidence– Significance of Physical
Promotion and Communication of Evidence
Services: Importance of communication and
its types: Internal communication, External Maximizing Services Marketing Potential
communication– Communication issues for Relationship Marketing: Relationship
Service marketers– Objectives of Marketing Defined– Benefits of
promotions– Elements of the promotion Relationship Marketing: for the Firm, to
mix: Personal selling, Advertising, Sales Customers– Relationship Marketing and
promotion, Publicity and public relations Transactional Marketing– Six Markets
(PR), Direct marketing– Promotional Model: Customer Markets, Internal Markets,
Strategies for services– How to design a Supplier Markets, Referral Markets,
Service promotion– Strategies for effective Recruitment Markets, Influence Markets–
promotion Strategy in Relationship Marketing
Place in Services: Significance of Management: Mission and Vision, SWOT
Location– Channel decisions– Direct Analysis, Strategy Formulation, Quality and
distribution– Types of intermediaries for Relationship Marketing– Retention
service delivery: franchising, Agents and Strategies: Four Level Retention Strategy,
brokers, Electronic Channels– Strategies for Monitor Relationships, Value Addition to the
effective service Delivery through Service– Increased Customer Contact:
Intermediaries: Control strategies, Enhanced Customer Service– Recovery of
Empowerment Strategies, Partnering Customers: Rack and Anticipate Recovery
strategies Opportunities, Solve Problem Quickly, Train
and Empower Front Line Employees–
People in Services: Classification of Communication and Relationship
Service personnel– Problems faced by Marketing: The Four R’s of Rewarding
Service personnel– Types of conflict in Relationship
Service organizations: Individual–role
Internal Marketing: Definition of Internal
Conflict, Customer–employee Conflict, Marketing– The Role of Internal Marketing–
Inter–employee Conflict, Client– Components of Internal Marketing
Organization conflict, Inter–Client conflict– Program– Developing and implementing an
People strategies: Attracting the best talent, Internal Marketing Program: Recruitment
Motivation, Training, and Retaining and Selection, Motivation, Education and
Training, Coordination, Empowerment,
34
Rewards, Communication, Knowledge Acquisitions, Piggyback– Assessing
Sharing through Knowledge Management Globalization– Challenges in the Global
Supplementary Services: Importance of Market: Legal Barriers, Cultural Barriers,
Supplementary Services– Classification of Financial Barriers– Factors Influencing
Supplementary Services: Offering Success of Global Service Firm– Prospects for
Consultation, Hospitality, Safekeeping of the Global Marketing of Services
Customer’s belongings, providing
Marketing Service–Specific Industries
information to Customers, Taking orders
from Customers, Payments, Billing– Special Tourism and Travel Services Marketing
Services– Implications of Supplementary (Hotel, Tourism& Transportation
Services: Designing Special Packages, Services): Hotel Industry: Major
Outsourcing Non–Core Services, Converting Characteristics of Hotel Industry– Market
Supplementary Services into Core Services Segmentation: Geographic, Demographic–
Challenges for Senior Management Marketing Strategy– Marketing Mix–
Recent trends in Hotel Industry– Hotel
Developing and Managing the Customer–
Industry in India. Tourism Industry:
Service Function: Customer–Service
Definition– Improving Customer–Service – Characteristics of Tourism Industry– Market
Technology to Improve Customer Service – Segmentation– The Tourism Marketing
Customer–Service Management Cycle – Mix– Recent trends in Tourism– Tourism
Offering Supplementary Services in Industry in India. Transportation Industry:
Addition to Core Service– Enhancing Characteristics of the Industry–
Customer–Service through Improved Transportation Marketing Mix–
Service Delivery Process: Factors Transportation Industry in India
Influencing Service Delivery– Steps to Marketing of Financial Services
Implement an Effective Customer–Service
(Banking, Insurance, Mutual Fund&
Program
Portfolio Management Services): Banking
Marketing Planning for Services: Industry: Definition– Market Segmentation
Marketing Planning Process: Establishing in Banking Industry– Marketing Mix–
Strategic Context, Situation Review, Recent Trends in Banking. Insurance
Marketing Strategy Formulation, Resource Industry: Market Segmentation in Insurance
Allocation and Detailed Planning
Industry– Marketing Mix for Insurance
Service Quality: Definitions of Quality and Industry– Recent trends in Insurance
its significance– Measuring Service Marketing. Mutual Fund Industry:
Quality– Service Quality Gap Model– Definition– Market Segmentation–
Service Quality Standards– Benchmarking – Marketing Mix of Mutual Fund Industry–
Total Quality Management– Strategies for Recent trends in Mutual Fund Industry.
improving Service Quality– Monitoring
Portfolio Management: Definition of
Service Quality
Portfolio Management– Market
Globalization of Services: The Growth in Segmentation and Marketing Mix– Recent
Global Service Markets – Factors influencing trends in Portfolio Management Industry in
Globalization: Social Factors, Technology, India
Political Conditions, Competition in the
Communication and Information Services
Market, Competitive Advantage, Regulations
(Telecom and Courier Industries):
in Home Country, Lack of demand in Home
Telecom Industry : Characteristics of
Country– Overseas Market Entry Decisions: Telecom Industry– Market Segmentation–
Exporting, Turnkey Projects, Licensing, Marketing Strategy– Marketing Mix–
Franchising, Joint Ventures, Strategic Alliance, Recent Trends in Telecom Industry– Future
Wholly Owned Subsidiaries, Mergers and of Telecom Industry in India. Courier
35
Industry: Characteristics of Courier Services: Characteristics of Consultancy
Industry– Market Segmentation– Marketing Industry– Market Segmentation and
Strategy– Marketing Mix– Recent trends in Strategy– Marketing Mix– Challenges
Courier Industry – Indian Courier Industry before the Indian Consultancy Industry.
Healthcare Services: Market Segmentation–
Media Services Marketing (Broadcasting,
Entertainment and Print Media Marketing Strategy– Marketing Mix–
Industries): Broadcasting Services: Media Recent Trends in Indian Healthcare Industry.
Services and Broadcasting– Consumer Advertising Services: Evolution of the
Behavior in response to Broadcasting Advertising Industry– Segmentation &
Services– Market Segmentation in Marketing Strategy– Marketing Mix–
Broadcasting– Marketing strategy of Advertising Industry in India. Retailing
Broadcasting Firms– Marketing Mix for Industry: Characteristics of Retailing
Broadcasting Services– Recent trends in Industry– Market Segmentation– Marketing
Broadcasting– Broadcasting Industry in Strategy– Marketing Mix– Recent Trends–
India. Entertainment Services: Market Retailing Industry in India
Segmentation in Entertainment– Marketing
Marketing of Education Services:
Strategy for Entertainment Firms–
Marketing Mix for Entertainment Services– Classification of Education Services–
Recent trends in Entertainment– Market for Educational Service–
Entertainment Industry in India. Print Characteristics of Education Services and
Media: Characteristics of Print Industry– implications for Marketing– Education and
Marketing Segmentation– Marketing Strategic Marketing– Marketing Mix and
Strategy– Marketing Mix– Recent trends– Education Service– Technology and its role
Print Industry in India
in Education– Education in India
Professional Services Marketing (IT
Services, Consultancy, Healthcare, Charities Marketing: The role of
Advertising and Retailing Industries): IT Marketing in Charities– Business Functions
Industry: Evolution of IT Services– Market in Charities Marketing– Management Tasks
Segmentation– Market Strategy– Marketing in Charities Marketing– Marketing Planning
Mix–IT Industry in India: Challenges before and the Marketing Mix– Charity
the Indian IT Industry. Consultancy Organizations in India
36
Topics Sessions
Pre–Mid Sem
Understanding Services 2
The Nature of Services Marketing 2
Consumer Behavior in Services 1
Customer Expectations and Perceptions 2
Listening to Customers 1
Market Segmentation and Targeting 1
Positioning and Differentiation of Services 2
Managing Demand and Capacity 1
The Marketing Mix Elements 1
Product: Packaging the Service 2
Pricing Services 1
Post–Mid Sem
Promotion and Communication of Services 2
Place in Services 1
People in Services 1
Process in Services 1
Physical Evidence in Services 1
Relationship Marketing 2
Internal Marketing 1
Supplementary Services 1
Developing and Managing the Customer–Service
2
Function
Marketing Planning for Services 2
Service Quality 1
Globalization of Services 1
Marketing Service–Specific Industries** 1
Total 33
** Reserve Sessions can be used by the faculty member to elaborate

on marketing service–specific industries.
37
Course Code : MKE361 Course : Services Marketing
Semester : III Duration : 1 Hr. 15 Min
Sessio Chapte
Chapter Name Topic Case Study
n r
Pre–Mid Sem
Factors influencing the growth of
the Service Sectors: Demographic
Changes, Social Changes,
Economic Changes, Technological
Changes, Political and Legal
Changes, Policy Changes–Services
Defined–Tangibility Spectrum –
Characteristics of Services:
1 Intangibility, Heterogeneity,
Inseparability and Perishability–
Generic difference between Goods
and Services: Nature of the
Product, Problems in Quality
Understanding Control ,Involvement of the
I Customer in Production and
Services
Delivery, Absence of Inventories,
Structure and Nature of
Distribution Channels, Importance
of Prompt Service, Difficulty in
Evaluating Service Quality
Classification of Services: Degree
of involvement of Customer,
2 Service Tangibility, Skills and
Expertise required, The Business
Orientation of Service Provider,
The Type of End–User, Developing
Frameworks for Analyzing
Services – Myths about Services
38
Sessio Chapte
n r
Evolution of service firms – A
different approach for marketing
3 services: Narrow Definitions of
Marketing, Lack of Appreciation
for Marketing Skills, Different
Organizational structures,
Problems in Determining Costs for
Pricing, Constraints and
The Nature of Opportunities for Not–for–Profit
II Services Organizations, Other Challenges–
Marketing The Services Marketing Triangle
4 The Services Marketing Mix:
People, Physical Evidence, Process
– Key marketing issues before a
service organization: Managing
Differentiation, Managing
Productivity, Managing Service
Quality – New Avenues in Services
Marketing
Differences between characteristics
of goods and services: Search EHIRC
Qualities, Experience Qualities, strategies in
Credence Qualities– Consumer India
Decision–making Process: Need (Caselet–13)
Consumer
Perception, Search for Information
5 III Behavior in
and Perceived Risk, Evaluation of
Services Carrefour
Alternatives, Purchase Behavior
and Post Purchase Evaluation– Retail
External Factors Influencing strategies
Consumer Behavior– Implications (Caselet–19)
for Service Providers
39
Sessio Chapte
n r
Understanding Customer
6 Requirements – Customer
Expectations–Types of Service
Expectations – Factors that
influence Customer Expectations
of Service: Desired Services,
Adequate Services, Both Desired BPCL–New
and Predicted Service
Initiatives for
Expectations, Criteria to evaluate a
marketing its
Service Based on Customers
Customer Service Expectations– Managing Products
IV Expectations Customer Service Expectations: (Caselet–8)
7 and Perceptions Managing Promises, Reliability–
“Getting it right the first time”,
Effective Communication–
Exceeding Customer Service
Expectations – Customer
Perceptions
Factors that influence Customer
Perceptions: Service Encounter,
Service Evidence, Image, Price–
Strategies for influencing Customer
Perceptions
Using Marketing Research in
Services– Approaches to Services
Research: Post Transactional
Surveys, Customer Complaint,
Listening to Comment and Inquiry Surveys,
8 V
Customers Total Market Surveys, Employee
Surveys– Stages in Marketing
Research – Use of Marketing
Research Information – Upward
Communications
9 VI Market Market Segmentation in Services: Outlook
Segmentation Undifferentiated Marketing marketing
and Targeting Approach, Differentiated strategies
Marketing Approach, Concentrated (Caselet–16)
Marketing Approach– Bases for
Market Segmentation:
Demographic, Geographic,
Psychographic, Behavioristic.
Requirements for Effective
Segmentation: Measurability,
Accessibility, Substantiability,
Actionability– Process of Market
Segmentation. Market Targeting in
Services: On What Basis Do
Marketers Target the Identified
Segments? Targeting Strategies–
Mass Customization: What are the
Factors that Company need to
consider before adopting Mass
Customization? What are the
various approaches to Mass
40
Sessio Chapte
n r
Customization?
Definition and Concept– Bharti – Air

Positioning Strategies. Value Chain
Tel’s
10 in Services– Differentiation– Role
of Positioning in Marketing Initiatives
Strategy (Caselet–27)
Positioning and
VII Differentiation Steps in Developing a Positioning
of Services Strategy: Determining Levels of Kotak
Positioning, Identification of
Mahindra
11 Attributes, Location of Attributes
on Positioning Map, Evaluating Finance Ltd.
Positioning Options, Implementing (Caselet–6)
the Position
Concept of Demand: Contraction
and Recession, Expansion or
Boom, Technological
Developments, Demographics,
Natural and other Disasters–
Demand Patterns: Sketching
Demand Patterns, Foreseeable
Cycles, Random Demand
Managing Variations, Demand Patterns by
Market Segment– Capacity
12 VIII Demand and Constraints– Strategies to match
Capacity Demand and Capacity: Demand
Shift, Adjusting Capacity to meet
Demand– Creating Demand
Inventory: Queuing System,
Reservation System– Yield
Management : Yield Management
Process, Application Areas of Yield
Management, Benefits of Yield
Management
Marketing Mix in Traditional
Mc Donald
Marketing– Inadequacy of Four
The Marketing Fast Food
13 IX Ps– Expanded Marketing Mix:
Mix Elements Restaurant
Product, Pricing, Promotion, Place,
(Caselet–23)
People, Process, Physical Evidence
41
Sessio Chapte
n r
Service Product Level: The Core
Product, The Actual Product, The
Augmented Product, The Potential
14
Product– Service Product Film–Based
Decisions: Market Penetration, Merchandising
Product: Market Development, in India
X Packaging the Product/Service Development,
Service Diversification– Branding in
Services: Types of Branding
15 New Service Development
IHCL –
Process– Product Life Cycle:
IndiOne
Introduction, Growth, Maturity,
(Caselet–3)
and Decline
Key Characteristics of Pricing in
Services– Pricing Objectives,
Approaches to Pricing Services:
Cost based Pricing, Market
Oriented Pricing or Demand–Based
Satyam
Pricing, Competition Based
Pricing in Infoway –
16 XI Pricing– Incorporating Perceived
Services (Caselet–
Value into Service Pricing, Value
11)
Strategies in Pricing of Services:
Satisfaction based Pricing,
Relationship Pricing, Efficiency
Pricing – Issues in Pricing of
Services
Post–Mid Sem
Importance of Communication and
17
its Types: Internal Communication,
External Communication–
Communication Issues for Service
Marketers– Objectives of
Promotion and Promotions– Elements of the Life Insurance
XII Communicatio Promotion Mix: Personal Selling, Marketing in
18 n of Services Advertising, Sales Promotion, India
Publicity and Public Relations
(PR), Direct Marketing
Promotional Strategies for
Services– How to design a Service
Promotion – Strategies for
Effective Promotion
Significance of Location– Channel
Decisions– Direct Distribution.
Discovery
Place in Types of Intermediaries for Service
19 XIII Channel In
Services Delivery: Franchising, Agents and India
Brokers, Electronic Channels–
Strategies for Effective Service
42
Sessio Chapte
n r
Delivery through Intermediaries:

Control Strategies, Empowerment
Strategies, Partnering Strategies
Classification of Service
Personnel– Problems faced by
Service Personnel– Types of
Conflict in Service Organizations:
Individual–Role Conflict,
Indian
People in Customer–Employee Conflict,
20 XIV Railways
Services Inter–Employee Conflict, Client–
(Caselet–15)
Organization Conflict, Inter–Client
Conflict, People Strategies:
Attracting the Best Talent,
Motivation, Training, and
Retaining
Characteristics of Service Process
Design and Implementation –
Types of Process: Line or Flow
Operations, Job Shop Process–
Planning a Service Process–
Service Blueprinting: Elements of
Blueprinting, Reading a Service
Blueprint, Developing a Service
Process in
21 XV Blueprint. Factors influencing
Services
Process Efficiency: Planning,
Service Personnel, Technology,
Location and Décor, Customer’s
Role– Service Positioning through
Structural Change: Reduced
Complexity, Increased Complexity,
Reduced Divergence, Increased
Divergence
Elements of Physical Evidence –
Physical Types of Physical Evidence:
22 XVI Evidence in Essential Evidence, Peripheral
Services Evidence, Significance of Physical
Evidence
43
Sessio Chapte
n r
Relationship Marketing defined,
Benefits of Relationship
23 Marketing, Relationship Marketing
and Transactional Marketing, Six
Markets Model
Relationship
XVII Strategy in Relationship Marketing
Marketing
Management, Retention Strategies,
Increased Customer Contact,
24
Recovery of Customers,
Communication and Relationship
Marketing
Definition of Internal Marketing,
The role of Internal Marketing,
Internal Components of an Internal Reuters Story
25 XVIII
Marketing Marketing Program, Developing (Caselet–26)
and implementing an Internal
Marketing Program
Importance of Supplementary
The Multiplex
Services, Classification of
Supplementary System In
26 XIX Supplementary Services,
Services India
Implication of Supplementary
(Caselet–28)
Services.
Customer–Service Definition–
27 Improving Customer–Service –
Technology to improve Customer
Service – Customer–Service
Management Cycle: Understand
the Customer, Set Customer
Service Standards
Developing and
Encourage Team Work and
Managing the The Indian
Customer–Orientation among
XX Customer– Fast Food
Employees, Establish Control
28 Service Market
Systems – Offering Supplementary
Function
Services in Addition to Core
Service– Enhancing Customer–
Service through Improved Service
Delivery Process: Factors
Influencing Service Delivery–
Steps to implement an Effective
Customer–Service Program
29 Marketing Planning Process:
Establishing Strategic Context,
Situation Review
Marketing
Telebrands,
XXI Planning for
30 Marketing Strategy Formulation, India – pioneer
Services
Resource Allocation and Detailed of tele
Planning shopping
(Caselet–17)
44
Sessio Chapte
n r
Definitions of Quality and its
significance– Measuring Service
Quality– Service Quality Gap
RKHS the
Model, Service Quality Standards–
31 XXII Service Quality caterers story
Benchmarking – Total Quality
(Caselet 50)
Management– Strategies for
improving Service Quality–
Monitoring Service Quality
The growth in Global Service
Markets – Factors influencing
Globalization: Social Factors,
Technology, Political Conditions,
Competition in the Market,
Competitive Advantage, Regulations
in Home Country, Lack of Demand
in Home Country– Overseas Market
Entry Decisions: Exporting, Turnkey Indian
Globalization of Projects, Licensing, Franchising, Education
32 XXIII
Services Joint Ventures, Strategic Alliance, Industry
Wholly Owned Subsidiaries, (Caselet–7)
Mergers and Acquisitions,
Piggyback– Assessing
Globalization– Challenges in the
Global Market: Legal Barriers,
Cultural Barriers, Financial Barriers–
Factors influencing success of
Global Service Firm– Prospects for
the Global Marketing of Services
XXIV Tourism, Travel and Transportation
Service Marketing
XXV
Marketing of Financial Services
XXVI
Communication and Information
Marketing
XXVII Services Marketing
33 Service–Specific
XXVIII Industries** Media Services Marketing
XXIX Professional Services Marketing
Marketing of Education Services
XXX
Charities Marketing
** Reserve Sessions can be used by the faculty member to elaborate on Marketing service–
specific industries.
* For each session, the case study (If it is given for that session) discussion is compulsory.
45
INTEGRATED MARKETING COMMUNICATION
Objective: The course is designed to achieve the following objectives:
i. To enable students to build a sound theoretical and practical understanding of the formulation
pf promotional strategy and the management of the marketing communication process.
ii. To develop an understanding of the economic and creative justification for marketing
communications and
iii. To be sensitive to legal and ethical considerations in the formulation and the
implementation of marketing communication strategy.
Marketing Communication Strategy The Icfai University Press
David A Aaker, John G Myers and Rajeev
Advertising Management, 5e
Batra / PHI
Advertising communications and Promotion
Rossiter and Percy / Tata McGraw Hill
Management
John R Rossiter & Larry Percy / McGraw–
Advertising and Promotion Management, 2e
Hill
Strategic Marketing Communications: New Paul Smith, Chris Berry and Alan Pulford /
Ways to Build and Integrate Communications Kogan Page, UK
Principles of Advertising & Integrated
Tom Duncan /Tata McGraw Hill
Marketing Communication – 2005e
Detailed Curriculum
Developing a Theoretical Understanding Marketing Communication Planning
of Marketing Communications Process: Marketing & Marketing
Communications – Marketing
Marketing Communication Strategy –An
Communications Plan – Situational Analysis
overview
– Marketing Communication Objectives –
Marketing Communication – An
Budget Planning – Developing a Marketing
Overview: Marketing Communications,
Communications Program – Evaluation and
Marketing Communication Mix, Factors Control of Marketing Communication
Affecting the Marketing Communication Programs
Mix – Marketing Communications Process
Consumer Buying Behavior: Problem Marketing Communications Research:
Market Research Process – Marketing
Recognition – Information Search –- Communications Research – Advertising
Alternative Evaluation – Purchase Decision– Research – Sales Promotion Research –
Post Purchase Evaluation– Learning Direct Marketing Research – Public
Modelling for Marketing Relations Research – Media Research
Communication: Evolution of Advertising Objectives and Planning:
Communication Models – Models of Advertising Plan – The Briefing Process –
Marketing Communication The Advertising Production Process
Managing the Marketing Successful Marketing Communications
Communications Process Strategies
Creative Strategy: Creative Strategy –
46
Advertising Appeals – Creative Format – Communications – Drivers for Integrated
The Creation Stage – Copy Testing and Marketing Communications – Integration
Diagnosis Process of Marketing Communications –
Media Planning: Environmental Analysis – Barriers to IMC – Ways for successful
Media Objectives – Media Strategy – implementation of IMC
Implementation of Media Plan – Marketing Communications Budgeting:
Management Science and Media Planning Relationship between Communication
Models Budget and Sales – Marketing
Other Issues in Advertising: Comparative Communication Budgeting Methods –
Advertisement – Corporate Advertising – Allocation of Communications Budget –
Web Advertising – Organization of Communications Budgeting Process
Advertising Function – The Advertising Measuring Promotional Performance:
Agency – Types of Advertising Agencies – Advantages and Disadvantages – Promotion
Agency Compensation in Perspective – Measuring Advertising
Mass Media Promotions: Newspapers and Performance – Measuring Sales Promotion
Advertising – Magazines and Advertising – Performance – Measuring Public Relations
Radio and Advertising – Television and Performance – Measuring Personal Selling
Advertising. Performance – Measuring Direct Marketing
Performance
Outdoor Advertising: Outdoor Advertising
– Types of Outdoor Media – Benefits of International Marketing
Outdoor Advertising Communications:
Sales Promotion Strategy: Reasons behind Global Marketing Communications:
growing importance of Sales Promotions – Emergence of International Marketing –
Types of Sales Promotions-Objectives of International Marketing Environment –
Sales Promotion – Planning Sales Promotion Standardization v/s Adaptation –
Program. Development of an International Advertising
Strategy – Other Promotional Elements in
Personal Selling: Personal Selling – Types Global Marketing Communications
of Personal Selling – Personal Selling
Process – Integration of Personal Selling Wider issues of Marketing
with other elements of the Marketing Communications:
Communication Mix – Performance Brand Management: Brands and their
Evaluation of Personal Selling Efforts Significance – Role of Brands – Branding
Public Relations: Public Relations – Types Strategies – Brand Equity – Brand Loyalty –
of Public Relations – The Process of PR – Brand Awareness– Perceived Quality –
Measurement and Evaluation of PR Brand Associations – Branding and
Effectiveness – Tools for Measuring PR Marketing Communications– International
Effectiveness – Role of Public Relations in Branding Considerations – Brand
Crisis Management Management during Recessions– Corporate
Image and Brand Management
Direct Marketing: Growth of Direct
Marketing – Database and Direct Marketing Ethics in Marketing Communications:
– Direct Marketing Campaign Process – Social Responsibility – Ethics in
Direct Media – Advantages and Advertising – Ethics in Sales Promotion –
Disadvantages of Direct Marketing Ethics in Advertising Research – Ethics in
Advertorials and Infomercials – Regulations
Integrated Marketing Communication: – The Economic effects of advertising
Definition of Integrated Marketing
47
Topics Sessions
Pre–Mid Sem
Marketing Communication–An
2
overview
Consumer Buying Behavior 2
Modelling for Marketing
2
Communication
Marketing Communication Planning
2
Process
Marketing Communications Research 2
Advertising Objectives and Planning 1
Creative Strategy 2
Media Planning 2
Other Issues in Advertising 1
Post–Mid Sem
Mass Media Promotions 1
Outdoor Advertising 1
Sales Promotion Strategy 2
Personal Selling 1
Public Relations 1
Direct Marketing 2
Integrated Marketing Communications 1
Marketing Communications Budgeting 1
Measuring Promotional Performance 2
Global Marketing Communications 1
Brand Management 3
Ethics in Marketing Communications 1
Total 33
48
Course Code : MKE641 Course : Marketing Communication Strategy
Semester : III Duration : 1 Hr. 15 Min
Case
Session Chapter Chapter Name Topic
Study
Pre–Mid Sem
1 Marketing Communications – Marketing
Communication Mix – Advertising, Sales
Promotion, Personal Selling, Publicity and
Public Relations, Direct marketing,
Sponsorships, Exhibitions, Packaging,
Marketing Point–of–Purchase Displays, Internet,
I Communication Word–of–Mouth, Corporate Identity
2 – An overview
Factors Affecting the Marketing
Communication Mix – Stages in the
Product Life Cycle, Stages in Consumer Caselet – 2
Adoption Process, Nature of Competition –
Marketing Communications Process
3 Problem Recognition – Information
Search: Internal Search, External Search, Caselet – 4
Consumer Role of perception in Information Search
II Buying Alternative Evaluation: Evaluative
4 Behavior Criteria–Purchase Decision–Post Purchase
Evaluation– Learning: Behavioral
Learning Theory, Cognitive Theory
5 Evolution of Communication Models:
Early Development Phase, Modern
Development Phase, Challenges and
Modelling for Defense – Models of Marketing
Marketing Communication: Black Box Model,
6 III
Communication AIDAS Model
Lavidge and Steiner Model, DAGMAR
Model, Model by Joyce, Heightened
Appreciation Model, The FCB Model
49
Case
Study
7 Marketing & Marketing Communications –
Marketing Communications Plan –
Situational Analysis: Competition, Caselet – 5
Company Analysis, Market Analysis,
Customer Analysis, Positioning Analysis
Marketing Marketing Communication Objectives:

Creating Brand Awareness and Building
Communication
IV Brand Equity, Providing Information,
Planning
Increasing Sales, Differentiating the Brand,
8 Process Influencing Consumer Behavior – Budget
Planning – Developing a Marketing Caselet – 7
Communications Program: Selection of
Marketing Communications Mix, Creative
Strategy, Media Decisions – Evaluation
and Control of Marketing Communication
Programs
9 Market Research Process: Defining the
Problem, Designing the Research Plan,
Collecting the Data, Analyzing the Data
and Preparing Research Report –
Marketing Communications Research:
Marketing Communications Audit,
Competitor Communications Strategy
Research, Communications Content
Research – Advertising Research:
Advertising Strategy Research, Ad Copy
Research, Ad Campaign Evaluation Caselet –
10
Research: Sales Promotion Research: 10
Evaluation of Sales Promotions
Effectiveness
Marketing Direct Marketing Research: Whom to

Communication Direct Market? How to Direct Market? –
V s Research Public Relations Research–Media
Research: Functions of Media Research,
Model for Making Better Media Decisions,
Challenges in Media Research
Advertising Plan: Establishing Advertising
Objectives, Selecting the Advertising
Advertising Message, Setting the Advertising Budget,
Caselet –
11 VI Objectives and Developing a Media Strategy, Evaluating
13
Planning Advertising Effectiveness – The Briefing
Process –The Advertising Production
Process
50
Case
Study
12 Creative Strategy: The Creative Objective,
The Target Market, Primary Selling
Proposition, Secondary Selling Proposition, Caselet –
Support, Tone and Manner– Advertising 16
Appeals: Rational Appeal, Emotional
Appeal, Other Appeals
Creative
VII Creative Format: Animation, Slice–of–life,
13 Strategy
Testimonial, Authoritative, Demonstration,
Fantasy, Informative – The Creation Stage:
Caselet –
Idea Generation, Copywriting, Illustration,
19
Layout, Creative Process for Television
Advertisements– Copy Testing and
Diagnosis
Environmental Analysis – Media

Objectives: Reach, Frequency, Continuity,
14
Costs – Media Strategy: Target Audience Caselet – 3
Decisions, Media Budgeting, Media
VIII Media Planning Selection
Media Scheduling – Implementation of
15 Media Plan– Management Science and
Media Planning Models: Evaluation
Models, Allocation Models
Comparative Advertisement: Advantages

of Comparative Advertisements,
Disadvantages of Comparative
Advertisement–Corporate Advertising:
Advantages of Corporate Advertising,
Disadvantages of Corporate Advertising –
Web Advertising: Advantages of Web
Advertising, Disadvantages of Web
Other Issues in Caselet –
16 IX Advertising– Organization of Advertising
Advertising 23
Function– The Advertising Agency:
Functions of the Ad Agency – Types of
Advertising Agencies: Full–Service
Agencies, Limited–Service Agencies,
Specialized Agencies–Agency
Compensation: Media Commissions,
Markup/Percentage Charges, Fees,
Incentive Based Compensation
Post–Mid Sem
17 X Mass Media Newspapers and Advertising: Advantages Caselet –
Promotions of Newspaper Advertising, Disadvantages 24
of Newspaper Advertising, Advertising
51
Case
Study
Options in Newspapers, Advertising Rates
in Newspapers– Magazines and
Advertising: Advantages of Magazine
Advertising, Disadvantages of Magazine
Advertising, Media Space Buying in
Magazine
Radio and Advertising: Advantages of
Radio Advertising, Disadvantages of Radio
Advertising, Media Space Buying in Radio
– Television and Advertising: Advantages
of Television Advertising, Disadvantages
of Television Advertising, Media Space
Buying in Television
Outdoor Advertising: History of Outdoor
Advertising– Types of Outdoor Media:
Signs, Posters, Hoardings/Billboards, In–
Store Media, Balloons, Inflatables,
Advertising at Airports, Mass–Transit
Outdoor Advertising, Mobile Billboards–Benefits Caselet –
18 XI
Advertising of Outdoor Advertising: Reaches more 26
viewers, Cost Efficiency, Proximity to the
Purchase Location, Scope for Creativity,
Reach Specific Target Customers, Captive
Audience, Constant Exposure, Longevity,
Enhances the effectiveness of Other Media
52
Case
Study
19 Reasons behind growing importance of
Sales Promotions: Growing might of
Retailers, Saturation of Market and
Increased Similarities in Competing
Brands, Consumer Preference towards
Promotional Offers, Decline in the Caselet –
effectiveness of Advertising, Short–Term 28
Focus of the Companies–Types of Sales
Promotions: Trade Promotions, Consumer
Promotions–Objectives of Sales
Promotion–Consumer Promotion
objectives, Trade Promotion Objectives
Sales Planning Sales Promotion Program:
XII Promotion Situational Analysis, Identification and
20 Strategy Setting up of Basic Objectives,
Identification of Right Promotion Program,
Implementation of the Promotion Program,
Follow–up and Evaluation of Results –
Measures to Improve effectiveness of Sales
Promotions: Customize Sales Promotion
Campaigns to suit the Target Market
Segment, Identifying Synergies between
various types of Promotions,
Understanding the impact of Sales
Promotion Activities on Channel
Members, Systematic Tracking and
Assessment of Sales Promotion Activities
Personal Selling – Types of Personal
Selling: Retail Selling, Business–to–
Business Selling, Trade Selling –Personal
Selling Process: Identifying Prospects,
Qualifying Prospects, Pre–call Planning,
Approaching the Prospect, Making Sales
Presentation, Overcoming Objections,
Closing the Sale, Follow–Up, Personal Caselet –
21 XIII Personal Selling
Selling Responsibilities – Pros and Cons of 30
Personal Selling Integration of Personal
Selling with Other Elements of the
Marketing Communications Mix: Personal
Selling and Advertising, Personal Selling
and Public Relations, Personal Selling and
Internet – Performance Evaluation of
Personal Selling Efforts
22 XIV Public Public Relations – Types of Public Caselet –
53
Case
Study
Relations: Corporate Public Relations,
Marketing Public Relations – The Process
of PR: Understanding Public Attitude,
Developing a PR Plan, Implementing the
PR Program – Measurement and
Relations Evaluation of PR Effectiveness: PR 33
Evaluation Process, Tools for Measuring
PR Effectiveness, Tools for Measuring PR
Output, Tools for Measuring PR Outtakes,
Tools for Measuring PR Outcomes – Role
of Public Relations in Crisis Management
23 Growth of Direct Marketing: Changing

Customer Characteristics, Media
Fragmentation, Alternative Distribution
Channels, Developments of New
Technologies, Focus on Relationship
Case –
Marketing – Database and Direct
SMS
Marketing: Benefits of Database, Database
Advertisin
development Process, Building a
g
Database–Direct Marketing Campaign
Process: Developing the Framework for
Direct
XV the Direct Marketing Campaign,
24 Marketing
Developing the Direct Marketing
Campaign, Implementing the Campaign
Direct Media: Direct Mail, Telemarketing,
Mass Media Advertising, Internet–
Advantages and Disadvantages of Direct
Marketing: Response Driven, Measures of
Effectiveness, Selective Reach,
Customization, Competitive Exclusivity,
Direct Marketing is Expensive, Junk Mail
Status
25 XVI Integrated Definition of Integrated Marketing Caselet –
Marketing Communications–Drivers for Integrated 39
Communication Marketing Communications: Increasing
Competition, Increased Number of
Information Sources for Consumers,
Decline in Effectiveness of Mass
Advertising, Technological Advances–
Integration Process of Marketing
Communications, Tactical Co–ordination
of Marketing Communication, Redefining
the Scope of Marketing Communication,
54
Case
Study
Use of Information Technology, Strategic
and Financial Integration–Barriers to IMC:
Top Management Support, Organizational
Barriers, Cultural Barriers–Ways for
Successful Implementation of IMC:
Organizational Culture, Client Agency
Relationship, Collaborative Strategy,
Customer Centric Strategy
Relationship between Communication
Budget and Sales: Marketing
Communication Goals, Threshold Effect,
Cumulative Effect, Diminishing Returns
Effect, Negative Returns Effect–Marketing
Communication Budgeting Methods:
Judgment Oriented Methods. Data
Marketing Oriented Methods – Allocation of
26 XVII Communication Communications Budget: Product Life
s Budgeting Cycle and Level of Competition, Branding
Strategy, Pricing Strategy, Market Share of
the Brand, Organizational Factors –
Communications Budgeting Process:
Identifying Marketing Communication
Objectives, Fix Initial Budget and
Allocation, Implement the Plan, Control of
the Budget
Advantages and Disadvantages –
Promotion in Perspective: Identify the Test
Variables, Decide on the timing of the Test,
27 Decide on the location of the Test –
Measuring Advertising Performance:
Recognition, Recall, Persuasion, Purchase
Measuring Behavior
XVIII Promotional Measuring Sales Promotion Performance:
Performance Parameters Used for Measurement –
Measuring Public Relations Performance–
28 Measuring Personal Selling Performance:
Parameters Used for Measurement,
Methods Used for Measuring Effectiveness
– Measuring Direct Marketing
Performance
29 XIX Global Emergence of International Marketing: Caselet –
Marketing Less Demand in Domestic Markets, 44
Communication Decline in Profit Margins, Opening up of
s Economies, Growth of International Media
55
Case
Study
– International Marketing. Environment:
The Economic Environment, The
Demographic Environment, The Cultural
Environment, The Legal and Regulatory
Environment – Standardization v/s
Adaptation: Advantages of
Standardization, Challenges to
Standardization, Globalization –
Development of an International
Advertising Strategy: Message Strategy,
Selection of Agency, Media Strategy –
Other Promotional Elements in Global
Marketing Communications: Sales
Promotions, Personal Selling, Public
Relations.
30 Brands and their significance: Categories
of Brands Characteristics of Successful Long Case
31 Brands– Role of Brands– Branding –
Strategies: Line Repositioni
Extension, Brand Extension, Corporate ng at
Branding, Multi–Branding Strategy, Co– Dabur
Brand Branding Strategy.
XX
Management Brand Equity: Managing Brand Equity –
32 Brand Loyalty – Brand Awareness– -
Perceived Quality – Brand Associations –
Branding and Marketing Communications
International Branding Considerations –
Brand Management During Recessions–
Corporate Image and Brand Management
Social Responsibility–Ethics in
Advertising: Puffery, Taste, Stereotyping,
Advertising to Children, Promoting
Unhealthy Products, Subliminal Case –
Advertising – Ethics in Sales Promotion: Prohibiting
Ethics in Contests and Sweepstakes; Slotting surrogate
33 XXI Marketing Allowances–Ethics in Advertising Advertisin
Communication Research –Ethics in Advertorials and g of Liquor
Infomercials –Regulations: Self–
regulation, Regulatory Bodies – The
Economic Effects of Advertising: –
Consumer choice, Competition, Product
Costs and Prices
56
RETAIL MANAGEMENT
Objective: The course is designed to fulfill the following objectives:
i. To enable students to build a sound theoretical and practical understanding of the concept
of Retail Marketing, Retail Business and the Retail Customers.
ii. To develop an understanding of different types of Retail Strategies, the Economic and
Functional aspects of Retailing and
iii. To be sensitive to legal and ethical considerations in the formulation and the
implementation of different retail strategies.
Retail Management The Icfai University Press
Case Studies in Retail Management Volume
The Icfai University Press
II
Berman, Barry and Joel R Evans/ Prentice
Retail Management a Strategic Approach
Hall, 7th edition
Economic Times intelligence Group Retail The Economic Times Knowledge Series
2000–01
Hasty and Ron James Reardon /McGraw Hill,
Retail Management
International Edition
Levy, Michael Barton A. Weitz– Irwin
Retailing Management, 3e
/McGraw Hill
Detailed Curriculum
Introduction to Retailing and ethnicity, Demographic Analysis
Retailing– An Overview: Definition and Geographic Analysis: regional markets,
scope– Retailer– Evolution of retailing metro geography, non–metro geography,
industry – Factors behind the change of Consumer buying behavior– buying
Indian Retailing industry– Economic consideration, buying situations. Buying
growth- Retailers’ role in distribution Centers– Buying influences, consumer
channels– Benefits of retailing– Retailing buying process, Types of consumer decision
Environment – The Legal Environment, making, Buying Scenes
Economic Environment, Technological
Environment, Competitive Environment Retail Strategy
Retail Institutions: Theories of institutional Retail Market Strategy: Definition of retail
change: wheel of retailing, dialectic process, market Strategy– Target Market and retail
retail accordion, natural selection. Format– building sustainable competitive
Classification of retailers: Store based and advantage: location, merchandise, price,
Non – store based retailers service, communication achieving. Strategic
Understanding the Retail Customer: The positioning, nature of strategic planning.
Market Structure: Structure of buying Strategic planning process: Developing the
population and their behavior. Population mission, establishing objectives, situational
Analysis: immigration and emigration, Race analysis, identifying strategic alternatives,
57
selecting the target markets, obtaining plan, Open–to–Buy, Evaluating Open to
resources needed to compete, developing Buy, staple merchandise purchasing system:
positioning strategy, implementation, Inventory management reports, Assigning
evaluation and controlling merchandise to stores: Analyzing
merchandise performance: ABC analysis,
Financial Strategy: Strategic Profit Model – sell–through analysis, multi attributes
Overview, Income Statement: Sales Cost of method
Goods sold, gross margins, expenses, net
profit. Balance Sheet: Assets, Liabilities and Merchandise purchasing: Merchandise
owners equity. The Strategic Profit Model– purchasing, branding strategies:
return on Assets, return on net worth, Manufacturer brands, private label brands,
improving financial performance, setting reason for launching private labels. Global
performance objectives. Performance Sourcing Decisions: country of origin effect,
Measures: types of Performance Measures foreign exchange fluctuations, tariffs, Free
Trade Zones, inventory carrying costs,
Store location and site evaluation: transportation costs, managerial issues in
Selecting the store location, market area global sourcing decisions, the merchandise
analysis, factors affecting attractiveness of purchasing and handling process:
market areas and trade areas, estimating sales Merchandise purchasing process,
potential, trade area analysis, measurement merchandise handling
and definition of trade area
Merchandise pricing: Setting the retail price:
Site evaluation and selection: Types of
Price setting objectives, price setting
locations, choosing general location, multi
determinants– pricing strategies and
attribute weighted check list
practices, EDLP, High/low pricing,
Retail organization and Management: Adjustments to the initial retail price–
Designing a retail organization structure: Markdown, Markdown Cancellations,
Defining organizational objectives, identifying Additional markups, additional markups
organizational tasks. Principles of retail cancellation–Laws governing retail pricing
organization design: Specialization and
Retail promotion mix: Promotion– Retail
departmentalization, authority and
promotion program, methods for
responsibility, utility of command, span of
communicating with customers: advertising,
control. Forms of retail organization: Levels of
sales promotion, public relations, personal
organization, retail organization structure:
selling, store atmosphere planning, Retail
independent store organizational structure,
communication program;
department store organizational structure,
chain store organizational structure– Legal Thumb rule method– Assigning the
forms of Retail Organization: Sole promotional budget, implementing the
proprietorship, partnership, corporation advertising programs, creating message,
Merchandise Management selecting advertising media, determining the
frequency and timing of advertising,
Merchandise assortment planning:
evaluating the effectiveness of
Organizing the buying process by
categories: Category management process, advertisement, implementing the sales
the Buying Organization, setting financial promotion and publicity program
objectives, Sales forecasting: Category life Managing the Retail Store
cycles making a sales forecast, Assortment Store management: Store management, Role
planning process: need for trade–off of Store managers, Retail Personnel
between variety, assortment and product Management Process, legal and ethical
availability, Assortment plan, Product mix issues in managing store personnel, cost
trends: Shotgun merchandising, rifle controls, reducing inventory shrinkage,
merchandising detecting and preventing shoplifting
Purchasing systems: Purchasing system for Store layout, design and visual
fashion merchandise: merchandise budget merchandise: Creating a store image,
plan, evaluating the merchandise budget creating a buying environment, The
58
Exterior: marquee, entrance, door types, Internal–External, Retail information system
walk ways, display windows, size of (RIS), Information system in retail logistics,
building, colors and materials. Theft
preventions, Store: interiors, Merchandise pull–push logistics strategies Strategic
presentation techniques, visual advantage of information systems in retail
merchandising Store security, supplier logistics, Quick response delivery system,
pilferage, credit management Warehousing
Customer service: Gaining strategic
Contemporary Issues in Retailing
advantage through customers, nature of
customer service, customer service Ethical and Legal issues in retailing:
strategies, types of customer services, model Focus on the customer–dealing with ethical
for improving the quality of service, service issues, Company ethics programs–Social
recovery responsibility, Environmental orientation,
Retail selling: Role of Retail sales person– consumer relation and employee relations
Retail promotion mix, requirement for
Careers in retailing: Getting into Retail
effective selling, Retail selling Process,
Evaluation of sales person Industry, Personality Traits of retailers.
Aspects of retailing career, Employment
Information system and Logistics:
opportunities, career in Retailing,
Retailing: the role of information,
ownership opportunity
information flow, information sources:
59
Topics Sessions
Pre – Mid Sem
Retailing–An Overview 2
Retailing Institution 2
Understanding the Retail Customer 3
Retail Market Strategy 2
Financial Strategy 2
Store Location and Site Evaluation 2
Retail Organization and Management 1
Merchandise Assortment Planning 2
Post – Mid Sem
Purchasing System 2
Merchandise Purchasing 2
Merchandise Pricing 2
Retail Promotion Mix 2
Store Management 1
Store Layout Design and Visual
2
Merchandising
Customer Service 1
Retail Selling 1
Information Systems and Logistics 2
Ethical and Legal Issues in Retailing 1
Careers in Retailing 1
Total 33
60
Course Code : MKE651 Course : Retail Management
Sessio Chapter
Chapter Topic Case study
n Name
Pre–Mid Sem
1 Definition and Scope, Retailers’ Role in
Distribution Channel, Benefits of retailing
– Benefits to Customer, Benefits to Carrefour’s
Manufacturers and Wholesalers, Benefits Strategies in
to the Economy, Evolution of retailing China
Retailing – An industry – Factors Behind the Change of
I
2 Overview Indian Retailing Industry
Retailing Environment – Economic Retail

solutions
Environment, Legal Environment,
for ITC’s
Economic Environment, Technological
Wills
Environment, Competitive Environment Lifestyle
Organized
3 Theories of Institutional Change – Wheel
Retail
of Retailing, Dialectic Process, Retail
Retail Industry in
II Accordion, Natural Selection India
4 institutions
Classification of Retailers – Store Based
and Non– Store Based Retailers
The Market – Structure of The Buying
5 Population and Their Behavior, Population Wal–Mart’s
Analysis – Immigration and Emigration, strategies in
6 Race and Ethnicity, Demographic China
Analysis
Understandin Geographic Analysis – Regional Markets, Carrefour’s
III g the Retail Metro Geography, Non–Metro Geography, exit from
Customer Consumer Buying Behavior – Buying South
7 Consideration, Buying Situations Korea
Buying Centers, Buying Influences,
Consumer Buying Process, Types of
Consumer Decision Making, Buying
Scenes
61
Sessio Chapter
n Name
8 Definition of Retail Market Strategy,
Target Market and Retail Format, Building
Viveks –
Sustainable Competitive Advantage –
Retailing
Location, Merchandise, Price, Service,
Strategies
Communication Achieving. Strategic
Positioning, Nature of Strategic Planning
Retail
IV Market Strategic Planning Process – Developing
Strategy the Mission, Establishing Objectives,
9 Situational Analysis, Identifying Strategic Tesco’s
Alternatives, Selecting the Target Markets, ‘Steering
Obtaining resources needed to compete, Wheel’
Developing Positioning Strategy, Strategy Strategy
Implementation, Evaluation Results and
Controlling Operations
Whole
10
Strategic Profit Model – An Overview, Foods
Income Statement – Sales, Cost of Goods Market’s
sold, Gross Margins, Expenses, Net Profit, Growth
Balance Sheet: Assets, Liabilities and Strategies
Owners Equity and Future
Financial Prospects
V
Strategy
Royal
The Strategic Profit Model – Return on
11 Ahold NV –
Assets, Return on Net Worth, Improving
The US
Financial Performance, Setting Performance
Foodservice
Objectives. Performance Measures – Types
Accounting
of Performance measures
Fraud
12 Tesco’s
Selecting The Store Location, Market Area
Globalizatio
Analysis, Factors Affecting the
n Strategies
Attractiveness of Market Areas and Trade
Store and its
Areas, Estimating Sales Potential, Trade
location and Success in
VI Area Analysis, Measurement and
13 site South
Definition of Trade Area
evaluation Korea
Site Evaluation and Site Selection – Types
of Locations, Choosing a General Location,
Multi Attribute Weighted Checklist
62
Sessio Chapter
n Name
Designing A Retail Organization Structure –

Defining Organizational Objectives,
Identifying Organizational Tasks, Principles
of Retail Organization Design –
Specialization and Departmentalization, Restructurin
Retail Authority and Responsibility, Utility of g Pantaloon
organization Command, Span of Control. Forms Of retail: the
14 VII
and Retail Organization: Levels Of ‘Future
Management Organization, Retail Organization Structure: Group’
Independent Store Organizational Structure, initiative
Department Store Organizational Structure,
Chain Store Organizational Structure– Legal
Forms Of Retail Organization: Sole
Proprietorship, Partnership, Corporation
Organizing the buying process by
Nordstorm/s
categories, Category Management, The
15 perpetual
Category Management process, The
inventory
Buying Organization, Setting financial
system\
objectives
Merchandise Sales forecasting: Category life cycles
VII assortment making a sales forecast, Assortment
planning planning process: need for trade–off
16 Turnaround
between variety, assortment and product
of JCPenny
availability, assortment plan
Product mix trends: Shotgun
merchandising, rifle merchandising
Post Mid Sem
17 Purchasing system for Fashion
merchandise: merchandise budget plan,
Big Bazaar
evaluating the merchandise budget plan, – Serving
Open–to–Buy, Evaluating Open to Buy the classes
Purchasing Purchasing Systems for Staple
18 VIII systems Merchandise, Inventory Management
Reports, Assigning merchandise to stores:
Analyzing merchandise performance:
ABC analysis, sell–through analysis, multi
attributes method
63
Sessio Chapter
n Name
Merchandise purchasing, branding
19
strategies: Manufacturer brands, private
label brands, reason for launching Private
labels. Global Sourcing Decisions:
country of origin effect, foreign exchange
Merchandise fluctuations, tariffs
X
purchasing Free Trade Zones, Inventory carrying
20
costs, transportation costs, managerial
issues in global sourcing decisions, the
merchandise purchasing and handling
process: Merchandise purchasing process,
merchandise handling
Setting the retail price: Price setting
21
objectives, price setting determinants–
pricing strategies and practices, EDLP,
High/low pricing
Merchandise
XI Adjustments to the initial retail price–
pricing
22 Markdown, Markdown Cancellations,
Additional markups, additional markups
cancellation–Laws governing retail
pricing
23 Promotion– Retail promotion program,
methods for communicating with
customers: advertising, sales promotion,
public relations, personal selling, store
atmosphere planning, Retail
communication program
Retail
promotion Thumb rule method– Assigning the
24 mix promotional budget, Implementing the
XII
advertising programs, creating message,
selecting advertising media, determining
the frequency and timing of advertising,
evaluating the effectiveness of
advertisement, Implementing the sales
promotion and publicity program
Store Management, Role of store
managers, Retail Personnel Management
Store Process, legal and ethical issues in
25 XIII
management managing store personnel, cost controls,
reducing inventory shrinkage, detecting
and preventing shoplifting
64
Sessio Chapter
n Name
26 Creating a store image, creating a buying
environment, The Exterior: marquee,
entrance, door types, walk ways, display
Store layout, windows, size of building, colors and
design and materials
XVI
visual
27 Theft Preventions, Store: interiors,
merchandise
merchandise presentation techniques,
visual merchandising store security,
supplier pilferage, credit management
Gaining strategic advantage through
customers, nature of customer service,
Customer
28 XV customer service strategies, types of
service
customer services, model for improving
the quality of service, service recovery
Hindustan
Role of Retail sales person– Retail
Lever’s
promotion mix, requirement for effective
29 XVI Retail selling Foray into
selling, Retail selling process, Evaluation
Network
of sales person
Marketing
Retailing: the role of information, Radhakrish
information flow, information sources: na Foodland
30
Internal–External, Retail information – Powering
system (RIS), Information system in retail McDonald’s
Information
logistics, pull–push logistics strategies. in India
XVII system and
Logistics Zara’s
Strategic advantage of information Supply
31
systems in retail logistics, Quick response Chain
delivery system, Warehousing Managemen
t Practices
Focus on the customer–dealing with Apple
Ethical and ethical issues, Company ethics programs– Computer –
32 XVIII legal issues Social responsibility, Environmental The
in retailing orientation, consumer relation and Reseller
employee relations Conflict
Getting into Retail Industry, Personality Employees
Careers in traits of retailers. Aspects of retailing Focus in
33 XIX
retailing career, Employment opportunities, career Shoppers’
in Retailing, ownership opportunity Stop
65
MONEY AND BANKING
Course Code : BKE611 Sessions : 33
Objective: The course aims at providing the students with knowledge of the money, banking
and the credit management sectors in the economy and their operational uses.
Money & Banking The Icfai University Press
Reference Book Author/Publication
Economics of Money Banking and Financial Frederic S Mishkin / Addision –Wesley
Markets Publishing
Principles of Money, Banking and Financial Lawrence S Ritter, William L Silber, Gregory
Markets Fudell /Longman Science & Technology
Lloyd B Thomas/McGraw Hill Primis
Money, Banking and Financial Markets
Custom Publishing
Detailed Curriculum
Money Kinds, Functions and number–Quantity theory of money–
Significance: Barter system– What is American and Cambridge and quantity
money?–Evolution and kinds of money– equations–Transactions: Velocity of money–
Money and near money– Functions of Income velocity of money and the level of
money in modern economy–Money, income, prices–Keynesian theory of money–Milton
wealth and finance: A distinction– Freidman’s modern quantity theory of
Significance of money in capitalist money
economy–Defects of money Monetary and fiscal policies and
Indian Money Markets: Money markets– employment: Monetary and fiscal policies–
The composition of the Indian money Business stabilization, Full employment–and
market–Features and weaknesses of Indian monetary policy– Fiscal policy, inflation and
money market–The reforms of the Indian full employment
money market–The Bill market in India Financial intermediation: Importance of
Demand and supply of money and savings in economic growth– The concept of
theories of interest– Demand for money– financial intermediation–The kinds of
Supply of money–Factors affecting money intermediation– The concept of financial
supply (M3) in India–Reserve money and the disintermediation – Financial intermediation
money multiplier in India–Functions of the in Indian context–The role of credit market
rate of interest –The classical theory of in an Economy– The Indian credit market–
interest–Liquidity Preference theory of Banking operations and the business of
interest– Loanable funds theory of interest– banks in India
Modern theory of interest Indian financial system: Structure and
Inflation and Deflation: Meaning and kinds Functions: Financial system – Role of
of inflation–consequences of inflation– financial system in economic development–
control of inflation–Inflation with an under Financial markets–Money markets –Debt
developed economy–Deflation–inflationary markets– Capital markets– Market
and deflationary (Recessionary) gaps regulators
Theory of Money and prices: Commercial Banking: Functions of
Measurement of value of money: Index commercial banks– Branch banking–
66
Universal banking – Investment policy of Rural finance and rural banking in India:
commercial banks–Bank Credit and Bank Sources of rural finance– Credit delivery
Deposits–Credit creation– Credit planning in mechanism in rural finance: Multi Agency
India
Approach– Regional Rural Banks–Service
Sources and uses of funds in a Bank: A
Area Approach
bank’s balance sheet statement of sources
and uses– A bank profit and loss account– Emerging trends in Banking: Basis for
books of accounts in banks reforms in Indian Banking sector –
Principles of Banking: Banker and Regulatory reforms in banking sector– The
customer definition –Relationship between consequences of liberalization of banking
banker and customer– Rights of the banker– sector– Innovative banking products–
Special lean Attachable debt– Obligations of Diversifications– Universal Banking –
the banker–Customers– Duties of the Management of NPAs–VRS– Narrow
customer– Bankers book evidence Act– banking–Consolidation in banking industry.
Principles of good lending
Topics Sessions
Pre–Mid Sem
Money ,Kinds, Functions and
2
Significance
Indian Money Markets 2
Demand and Supply of Money and
3
Theories of Interest
Inflation and Deflation 3
Theory of Money and Prices 3
Monetary and Fiscal Policies and
3
Employment
Post–Mid Sem
Financial Intermediation 2
Indian Financial System: Structure and
2
Functions
Commercial Banking 3
Sources and uses of funds in a bank 3
Principles of Banking 3
Rural Finance and Rural Banking in India 2
Emerging Trends in Banking 2
Total 33
67
Course Code : BKE611 Course : Money and Banking

Session Chapter Chapter Name Topic Case study

Pre–Mid Sem
1 Barter System– What is
Money?–Evolution and
Kinds of Money–Money
and Near money
Money: Kinds, Functions of Money in
I Functions and Modern Economy–Money,
2 Significance Income, Wealth and
Finance: A Distinction–
Significance of Money in
Capitalist Economy–
Defects of Money
3 The Role of
Money Markets–The RBI in
Composition of the Indian Indian
Money Market Money
Market
4 Indian Money Features and weaknesses of
II Indian Money Market–The
Markets
Reforms of the Indian
Money Market– The Bill
Market in India
5 Demand for Money–
Demand
6 Supply of Money– Factors
and Supply
affecting money supply
Problem
(M3) in India
Reserve Money and the
Money Multiplier in India–
Functions of the Rate of
Demand and Supply Interest
7 of Money and The Classical Theory of
III
Theories of Interest Interest–Liquidity
Preference Theory of
Interest– Loanable Funds
Theory of Interest– Modern
theory of Interest
68
8 Meaning and kinds of
9 Inflation–Consequences of
Inflation
Control of Inflation– Inflation
Inflation and and
IV Inflation in an Under
Deflation Deflation
10 Developed Economy Problem
Deflation–Inflationary and
Deflationary (Recessionary)
Gaps
11 Measurement of Value of
12 Money: Index Number–
Quantity theory of Money–
American and Cambridge
and quantity equations
Theory of Money and Transactions: Velocity of
V
Prices Money–Income Velocity of
13
Money and the level of
prices–Keynesian Theory of
Money
Milton Freidman’s Modern
Quantity Theory of Money
14 Monetary
15 and Fiscal
Policy
Monetary and Fiscal Problem,
Policies Monetary
Policy–
Hungary Vs
Monetary and Fiscal
Poland
VI Policies and
Impact of
16 Employment Business Stabilization, Full
Economic
Employment and Monetary
Growth in
Policy
Europe
European
Fiscal Policy, Inflation and single
Full Employment Currency Vs
Dollar
Post– Mid Sem
69
17 Importance of savings in
economic growth– The
concept of financial
intermediation– The kinds
of intermediation– The
concept of financial
Financial disintermediation
18 Intermediation Financial intermediation in
Indian context– The role of
Financial
credit market in an
VII Sector
Economy– The Indian credit
Reforms in
market–Banking Operations
Banking
and the Business of Banks
in India
19 Financial System – Role of
Financial System in
Indian Financial
Economic Development–
System:
VIII Financial markets
20 Structure and
Money Markets –Debt
Functions
Markets– Capital Markets–
Market Regulators
21 Functions of Commercial
22 Banks
Branch Banking– Universal
Banking – Investment
IX Commercial Banking Policy of Commercial
23 Banks
Bank Credit and Bank
Deposits–Credit Creation–
Credit Planning in India
24 A Bank’s Balance Sheet
25 Statement of Sources and
Uses
Sources and Uses of Sources and
X A Bank’s Profit and Loss uses of
Funds in a Bank
26 Account funds
Problem
Books of Accounts in Banks
27 Banker and Customer
Principles
28 Definition – Relationship
of Banking
between Banker and
Problem
Customer
Rights of the Banker–
Special Lean–Attachable
XI Principles of Banking
Debt–Obligations of the
29 banker– Customers
Duties of the Customer–
Bankers book evidence
Act– Principles of good
lending
70
30 Rural
Sources of Rural Finance–
Finance and
Credit Delivery Mechanism
XII Rural Finance and Rural
in Rural Finances–Multi
Rural Banking in Banking in
31 Agency Approach
India India
Regional Rural Banks–
Service area approach
32 Basis for reforms in the
Indian Banking sector–
Regulatory reforms in the
banking sector– The
consequences of the
Liberalization of the
Emerging Trends in banking sector
XIII
33 Banking Innovative banking
products– Diversification–
Universal banking – UBS: The
Management of NPA–VRS– Swiss Bank
Narrow banking– in China
Consolidation in Banking
industry
71
OVERVIEW OF BANKING
An Overview of Banking The Icfai University Press
Sundaram and Varshney/ Sultan Chand and
Banking Theory Law and Practice
Sons Publisher, year: 2004 Edition
MY Kahn /Tata McGraw Hill, 2004, 4 th
Indian Financial System, Theory and Practice
Edition
KPM Sundharam/ Sultan Chand and Sons,
Money Banking and International Trade
2002 Edition
Detailed Curriculum
Indian Financial System: The Financial Retail Banking: Retail Banking Scenario–
System –Nature, Evolution and Structure – Types of Consumer loans–Evaluating
The Functions of Financial Intermediaries – Consumer loans– Limitations of Credit
Financial Instruments – The Role of Scoring
Financial System in Economic Development
Corporate Banking: The Nature of
– The Indian Financial System
Corporate Banking,–Developments in
The Origin and Growth of Banking: Corporate Banking,–Consortium Finance,–
History– The Indian Banking system– Multiple Banking Arrangements, –Loan
Commercial Banking in India,– Functions of Syndication–The Syndication Process
Commercial Banks– Challenges and Trends
in Banking –Universal Banking –CRM in Financing SMEs: Definition of SSI–The
Banks– Are Banks dying? Nayak Committee Recommendations– Other
Initiatives of RBI–Causes of Sickness–,
Sources and Uses of Funds in a Bank: A
Institutional Support to SSIs– Infrastructural
Bank’s Balance Sheet –Statement of
Support to SSIs
Sources and Uses of Funds – A Bank’s
Profit and Loss Account – Books of Rural Banking: Sources of Rural Finance –
Accounts in Banks Credit Delivery Mechanism in Rural
Deposit Products: Types of Bank Deposits Finance: Multi Agency Approach– Regional
offered by banks –Interest Rates offered on Rural Banks (RRBS) – Service Area
different types of deposits– Composition of Approach (SAA) – National Bank for
Bank Deposits Agriculture and Rural Development
(NABARD)
Credit Policy: Need for Credit Policy –
Components of Credit Policy – Credit Policy Securitization: Meaning Securitization –
pursued by the Government – Credit Culture Process of Securitization
Lending Activities: Lending Activity– Fee–based Services: Letters of Credit–Bank
Basics of requirements for Lending Guarantees–Subsidiary Services–Off
Balance Sheet Activities
72
Plastic Money: Introduction– Parties to the Supervision – Monetary Policy–Banking
Transaction– Salient features– Concept of a Regulation Act–SEBI
Credit Card – Distinction between Credit Banking Law and Regulations: Legal
Card, Charge Card, Debit Card and Perspectives of Banking –Overview of Laws
operational aspects –– Product related to Banking
Augmentation – Credit Card business in Banking Regulation Act, 1949: Permitted
India: The Emerging scenario Businesses of Banks –Business prohibited
for banks–Licensing of Banking
Management of IPO: Reasons for going Companies– Restrictions on Loans and
Public – Management of Public Issues and Advances–Management of banking
Initial Public Offerings– – Marketing of companies
Issues – Post–issue activities Managing careers in Banks: Managing
careers– career path and career planning in
Regulatory Framework: RBI – Structure – public sector banks– Possible career
Role of RBI – Banking Regulation and opportunities– cadre building
Schedule of sessions
Topics Sessions
Pre–Mid Sem
Indian Financial System 2
The Origin and Growth of Banking 2
Sources and Uses of Funds in a Bank 2
Deposit Products 2
Credit Policy 2
Lending Activities 1
Retail Banking 3
Corporate Banking 2
Post–Mid Sem
Financing SMEs 2
Rural Banking 2
Securitization 1
Fee–Based Services 2
Plastic Money 2
Management of IPOs 2
Regulatory Framework 2
Banking Law and Regulations 1
Banking Regulation Act, 1949 2
Managing Careers in banks 1
Total 33
73
Course Code : BKE631 Course : Overview of Banking
Session Chapter Chapter Topic Case Study

Pre–Mid Sem
The Financial System –Nature,
1 Evolution and Structure – The
Functions of Financial
Indian Intermediaries
I Financial
System Financial Instruments – The Role of
2 Financial System in Economic
Development – The Indian Financial
System
3 History– The Indian Banking
System–Commercial Banking in
India, – Functions of Commercial
The Origin Banks
II and Growth of
4 Banking Indian Banks:
Challenges and trends in banking –
Looking for
Universal Banking –CRM in banks–
Alternative
Are Banks dying?
Technologies
5 A Bank’s Balance Sheet –Statement
Sources and of Sources and Uses of Funds–A
Uses of Funds Bank’s profit and Loss Account
6 in a Bank
III
Books of Accounts in Banks
7 Rate of Interest
Types of Bank Deposits offered by on Bank
banks Deposits
Deposit Problem
IV
8 Product
Interest rates offered on different Core Deposit
types of deposits– Composition of Analysis
Bank Deposits
9 Importance of
Need for Credit Policy – Financial
Components of Credit Policy Stability in
V Credit Policy Central Banks
10
Credit Policy pursued by the
Government – Credit Culture
Marketing
Lending Lending activity–Basic requirement Concepts for
11 VI
Activities of lending Financial
Institutions
74
12 Retail Banking
Retail Banking scenario–Types of in Japan – The
13 consumers’ loans New Strategic
Focus
Retail
VII Housing
Banking
Finance
14 Evaluating consumer loans
Industry in
India
Limitations of credit scoring
15 The Nature of Corporate Banking,– ICICI’s CDO
Developments in Corporate
Corporate Banking–Consortium Finance
VIII
16 Banking Multiple Banking Arrangements – Importance of
Loan Syndication–The syndication Syndicate
process Loans
Post–Mid Sem
Definition of SSI–The Nayak
17 Committee Recommendations–
Other Initiatives of RBI
Financing
IX
SMEs
Causes of sickness– Institutional
18 Support to SSIs– Infrastructural
Support to SSIs
Sources of Rural Finance – Credit
19 Delivery Mechanism in Rural
Finance–Multi Agency Approach
X Regional Rural Banks(RRBs)–
Rural Banking
20 Service Area Approach (SAA) –
National Bank for Agriculture and
Rural Development (NABARD)
Meaning of Securitization – Process
21 XI Securitization
of Securitization
22 Fee–Based
Letters of Credit– Bank Guarantees
Services
Fee–based
XII
23 Services Subsidiary Services–Off Balance
Sheet Activities
75
24 Introduction– Parties of the
Transaction– Salient features–
Concept of a Credit Card–
Distinction between Credit Card,
XIII Plastic Money Charge Card, Debit Card and
25 operational aspects
Product Augmentation – Credit Card
Business in India: The Emerging
Scenario
Reasons for Going Public Issue –
26 Management of Public Issues and
Management Initial Public Offerings
XIV
of IPOs
Marketing of Issues – Post–issue
27
Activities
Regulatory
28 Framework for
RBI – Structure – Role of RBI –
Effective
Regulatory Banking Regulation and Supervision
XV Corporate
Framework Governance
29
Monetary Policy –Banking
Regulation Act–SEBI
Banking Law
Legal perspectives of Banking –
and
30 XVI Overview of Laws related to
Regulations–
Banking
An Overview
31 Permitted businesses of Banks –
Business Prohibited for Banks–
Banking Licensing of Banking Companies
XVII Regulation
32 Act, 1949 Restrictions on Loans and
Advances–Management of Banking
Companies
Managing Careers– Career Path and Impact of
Managing
Career Planning in Public Sector Privatization
33 XVIII Careers in
Banks– Possible Career on Public
banks
Opportunities– Cadre Building Sector Banks
76
BANKING SERVICES OPERATIONS
Banking Services Operations The Icfai University Press
Vasant C Joshi and Vinay V Joshi/ Sage
Managing Indian Banks: Challenges Ahead
Publications, 2e
KPM Sundharam, / Sultan Chand and Sons,
Money Banking and International Trade
2002 Edition
Bedi H.L. &Hardikar V.K./UBSPD
Practical Banking Advances
publishers and distributors, 2001 Edition
Detailed Curriculum
Introduction to Banking Operations: Plans and Emergency Plans – Security and
Changing Nature of Banking Operations – Legal Framework – Security Policy
Importance of Customer Relationship Recent Trends of IT in Banking: The
Management in Banks – Different Types of Branch Renaissance continues – The
Products and Services offered to Customers Migration to an Online Environment –
– Role of Technology in Banking Operations Customer Relationship through Portals –
–Book–Keeping and maintenance of Digital Age
accounts–The Need for Asset–Liability Facilities Management: Cost Reduction
Management–Regulatory framework for Exercise – Role of Technology –
compliance Significance of Computerization in Banks –
Services Design and Delivery Strategies in Finance Portals for the Banking Industry –
Banks: Products and Services Offered by Multi–channel Operations (Remote
Banks – Designing of Bank Marketing New Banking) – The Regulatory Framework
Products and Services –Response of Banks Payment and settlement systems: Payment
with Newer Services and Delivery Methods– Electronic Funds Transfers
Mechanisms – Delivery Strategies in a Bank (EFTs)–Automatic Teller Machines
– Steps to implement Delivery Strategies– (ATMs)–Electronic Clearing Service (ECS)–
Designing of Service Quality – Implications Electronic Data Interchange (EDI)–Financial
of Service Intangibility networks in India–Real Time Gross
Introduction to Electronic Banking: Settlement System(RTGS)–Public Key
Introduction–E–banking: An Introduction– Infrastructure–Digital certificate
Electronic Banking in India– –– Internet Payment and Settlement Systems, RTGS
Banking Strategy – Risks in E–Banking and Clearing House: Emerging New
Security Considerations in E–Banking: Instruments – Risk Factors for Payments
Need for Security – Types of Network Risks Systems – International Standards on
– Causes of Risks – Control Measures – Payment Systems – Role and concern of
System Level Controls–Network Level Central Bank and Participants – Payment
Controls – Disaster Recovery, Contingency and Settlement Systems in India – Real Time
77
Gross Settlement – Developments in the Mechanism – Maintenance of CRAR –
Payment and Settlement Systems – Clearing Reporting – Asset–Liability Management
House System – Organizational Structure – Audit
Service Quality Metrics: Core Factors – and Vigilance
Customer Relationship Management – Introduction to Risk Management: Risk–
Technical Quality and Functional Quality – Risk management –Emergence of risk
Role and Process Capability for Managing management in banks –What about all the
Services–Managing Service Delivery–ISO others?
9000 Certification in Banking Services The New Basel Accord–Implication for
Improving Quality and Productivity: Banks: An Overview – Basel II Framework
Banking Services: Technical Quality and – The Three Pillar Architecture –The impact
Functional Quality – Determining what and challenges of Basel II
satisfies the Customer – Customers’ Operational Risk Management:
Perception of Banking Service Quality – Operational Risk and its evolution – Major
Devising Quantitative Determinants – Non– sources of Operational Risk– Measurement
Quantitative Determinants – Quality by of Operational Risk – Management of
Design: Formulating a suitable standard – Operational Risk
Quality Assurance–Improving Productivity Risk Management Strategies: Operational
and Performance Risk Management Strategies at Banks –
Operational Controls: Banking Financial Risk Management Strategies –
Regulations and Supervision – Maintenance Systemic Risk Management Strategies –
of Documents and Records – Adequate Risk Limitation – IT implementation
Information Storage and Retrieval challenges
78
Topics Sessions
Pre–Mid Sem
Introduction to Banking Operations 2
Services Design and Delivery Strategies in Banks 3
Introduction to Electronic Banking 2
Security Considerations in E–Banking 3
Recent Trends of IT in Banking 2
Facilities Management 3
Payment and Settlement Systems 1
Post –Mid Sem
Payments and settlement systems RTGS and clearing house 2
Service Quality Metrics 2
Improving Quality and Productivity 2
Operational Controls 2
Introduction to Risk Management 2
The New Basel Accord–Implication for Banks 2
Operational Risk Management 3
Risk Management Strategies 2
Total 33
79

Pre–Mid Sem
The changing nature of
Banking Operations –
1 Importance of Customer Banker–
Relationship Management Customer
in Banks – Different types Relationship
of Products and Services
Offered to Customers
Introduction to
I Role of Technology in
Banking Operations
Banking Operations –
Book–Keeping and
2
Maintenance of Accounts–
The Need for Asset–
Liability Management–
Regulatory Framework for
Compliance
Products and Services
Offered by Banks –
3 Designing of Bank
Marketing New Products
and Services –Response of
Banks with newer
4
Services Design and Services and Delivery
II Delivery Strategies Mechanisms
in Banks Delivery Strategies in a
Bank – Steps to
implement Delivery
5
Strategies
Designing of Service
Quality – Implications of
Service Intangibility
Introduction – E–Banking: Role of E–Cash
6 Introduction to An Introduction – in Modern
Electronic Banking Electronic Banking in Banking Sector
India
III Electronic Banking in Technology in
7 India–Internet Banking Banking
Strategy–Risks in E–
Banking
80
8 The Need for Security –
Types of Network Risks
Security
9 Considerations in Causes of Risks – Control
E–Banking Measures– System Level
Controls–Network Level
Controls
IV Disaster Recovery,
10 Contingency Plans and
Emergency Plans –
Security and Legal
Framework – Security
Policy
The Branch Renaissance
11 Recent Trends of IT Continuous – The
in Banking Migration to an Online
Environment
V Mobile
Banking in
12 Customer Relationship South Korea: a
through Portals –Digital win–win deal
Age for Banking
and Cellular
Industries
Cost Reduction Exercise –
13 Role of Technology–
Facilities Significance of
14
Management Computerization in Banks
15 VI Finance Portals for the

Banking Industry
Multi–Channel Operations
(Remote Banking) – The
Regulatory Framework
16 Payment Methods– Payment and
Electronic Funds Settlement
VII Payment and Transfers(EFTs)– Systems in
Settlement Systems Automatic Teller India
Machines (ATMs)–
Electronic Clearing
Service(ECS)–Electronic
Data Interchange(EDI)–
Financial Networks in
India Real Time Gross
Settlement– Public Key
Infrastructure–Digital
Certificate
81
Post–Mid Sem
Emerging New Customer
Instruments – Risk Factors Credit Risk Vs
for Payment Systems – Settlement
17 Agent Risk
International Standards on
Payment System–Role and
Payment and concern of Central Bank
Settlement Systems, and Participants
VIII
RTGS and Clearing
Payment and Settlement Role of RTGS
House
Systems in India– Real in Payment and
18 Time Gross Settlement– Settlement
Developments in the Systems
Payment and Settlement
Systems – Clearing House
Core Factors – Customer
19 Relationship Management
– Technical Quality and
Functional Quality
Service Quality Role and Process
IX
Metrics Capability for Managing
20 Services–Managing
Service Delivery–ISO
9000 Certification in
Banking Services
Banking Services: Assessment of
Technical Quality and Financial
Functional Quality – Performance of
21 Determining what satisfies a Bank
the Customer –
Customers’ Perception of
Banking Service Quality –
Devising Quantitative
Improving Quality Determinants –
X
and Productivity
Non–Quantitative
Determinants
22 Quality by Design: ICICI into
Formulating a Suitable Universal
Standard – Quality Banking
Assurance–Improving
Productivity and
Performance
82
Banking Regulations and
Supervision –
23
Maintenance of
Documents and Records –
Adequate Information
Storage and Retrieval
Operational Mechanism
XI
Controls Maintenance of CRAR –
24 Reporting – Asset–
Liability Management
System – Organizational
Structure – Audit and
Vigilance
25 Risk–Risk management
Introduction to Risk Emergence of Risk Risk
XII
26 Management Management in Banks – Management in
What about all the others? Banks
The New Basel
27 An Overview – Basel II
Accord–
Framework– The Three
The New Basel Implication for
Pillar Architecture
XIII Accord–Implication Banks
28 for Banks The Three Pillar
Architecture –The Impact
and Challenges of Basel II
Operational Risk and its Operational
29 Evolution – Major Risk
Sources of Operational Management in
30 Operational Risk Risk Banks
XIV
Management Measurement of
Operational Risk
31
Management of
Operational Risk
Operational Risk
32 Management Strategies at
Banks – Financial Risk
Management Strategies
Risk Management
XV Systemic Risk
Strategies
33 Management Strategies –
Risk Limitation – IT
Implementation
Challenges
83
LIFE INSURANCE
Course Code : INE611 Sessions : 33
Objective: This course is aimed at equipping the students with the knowledge of the growing
Life Insurance sector, policies in this sector and the operational requirements in this sector.
Life Insurance The Icfai University Press
Life Insurance ICRIM
Economics for Life Insurance S S Huebuer
Life and Health Insurance Herald Skipper Jr. and Kenneth Black Jr.
Life Insurance Mc Gill, USA
Detailed Curriculum
Principles of Life Insurance: Modern Methods of providing Life Insurance
Concepts of Life Insurance – Three Basic Protection – Valuation – Surplus and its
Principles of Life Insurance Distribution
Economic Basis of Life Insurance: Risks Risk Assessment and Underwriting: What
to Economic Stability – Three Ways to is underwriting? – Sources of Information –
Ensure Economic Stability – Types of claims Methods of Classification of Risks – Non–
– Different Economic Uses of Life Medical Schemes
Insurance – Advantages of Life Insurance
Legal Framework: Essentials of a Valid
Personal Financial Planning and Life Contract – Special Features of Life
Insurance: Components of Life Cycles – Insurance Contract – Essentials of Insurable
Factors that determine Financial Planning Interest – Utmost Good Faith –
Life Insurance Products: Basic Elements Representation/Warranty /Indemnity –
of the Life Insurance Products – Features of Policy Document – Agency – IRDA
Regulations (Licensing or Insurance Agents)
Term Insurance – Features of Endowment
2000 – Brokers
Assurance – Life cover
Services Marketing: Importance of
Annuities and Pensions: Purpose of
Services – Characteristics of a Service
Annuity Contracts – Different Types of
Product – Marketing Strategies – Service
Annuities – Obligations of Insurance
Quality – Productivity – Marketing
Company – Jeevan Akshay– II – Varishtha
Channels – Bancassurance – e–Insurance
Pension Bima Yojana – New Jeevan
Suraksha – I/ New Jeevan Dhara – I – Claims Management: Operative Clauses–
Pension Plan of SBI Life – Pension Plans of Maturity Claims – Death Claims –
ICICI Prudential Nomination –Assignment – Married
Women’s Property Act – Accident and
Life Insurance Premium Setting: Factors
Disability Benefits – Claims on Small Life
that affect Premium – Mortality Statistics –
Insurance Policies
84
Life Insurance Policy Servicing: with Profits/Without profits – Pension
Maintenance of Records – Premium Products – Group Insurance
Payments – Alterations – Loans – Duplicate Current Developments: Recent
Policy – Other Services Developments – Reasons for opening up
Tax Planning: Income Tax – Wealth Tax – Introduction of IRDA Act – Private
Life Insurance Companies – Entry of
IT Applications: Evolution of Policy Bond. Banks into insurance – Restructuring of
Product Development: Origin of a new LIC and GIC and diversification – Sales
product – Risk of launching a new product – Illustrations – Life Insurance Business –
Market Orientation – Insurance Products– Appointment of actuary
Topics Sessions
Pre–Mid Sem
Principles of Life Insurance 2
Economic Basis of Life Insurance 2
Personal Financial Planning and Life
2
Insurance
Life Insurance Products 3
Annuities and Pensions 3
Life Insurance Premium Setting 3
Risk Assessment and Underwriting 2
Post–Mid Sem
Legal Framework 3
Services Marketing 2
Claims Management 3
Life Insurance Policy Servicing 2
Tax Planning 1
IT Applications 1
Product Development 2
Current Developments 2
Total 33
85
Course Code : INE611 Course : Life Insurance
Chapter
Session Chapter Topic Case study
Name
Pre–Mid Sem
1 Rebating in
Modern Concepts of Life Insurance Insurance–
Principles of Boon or Bane
I Life When insurance
2 Insurance Three Basic Principles of Life against perils
Insurance becomes
perilous
3 Risks to Economic Stability – Three
Economic Ways to Ensure Economic Stability
II Basis of Life Types of Claims – Different
4 Insurance Economic Uses of Life Insurance –
Advantages of Life Insurance
5 Personal Components of Life Cycles
Financial
III Planning and Factors that determine Financial
6 Life Planning
Insurance
7 The art of
Basic Elements of the Life Insurance selling
8 Products insurance
Life
products
IV Insurance
Products Features of Term Insurance –
9 Features of Endowment Assurance
Life Cover
10 Purpose of Annuity Contracts –

Different Types of Annuities –
11 Obligations of Insurance Company
Annuities and Jeevan Akshay– II – Varishtha
V
Pensions Pension Bima Yojana – New Jeevan
Suraksha – I/ New Jeevan Dhara – I
12
Pension Plan of SBI Life – Pension
Plans of ICICI Prudential
86
Chapter
Name
13 Factors that affect Premium –

Life Mortality Statistics
14 Insurance Methods of providing Life Insurance
VI
Premium Protection
Setting Valuation – Surplus and its
15
Distribution
16 Risk What is underwriting? – Sources of

Assessment information
VII
and Methods of Classification of Risks–
17 Underwriting Non–Medical Schemes
Post–Mid Sem
Essentials of a Valid Contract –
18 Special Features of Life Insurance
Contract – Essentials of Insurable
19 Interest
Legal Utmost Good Faith –
VIII
Framework Representation/Warranty/Indemnity
– Policy Document
20 Agency – IRDA Regulations Intermediaries
(Licensing or Insurance Agents) in the Insurance
2000 – Brokers Market
Importance of Services –
Serving Rural
21 Characteristics of a Service Product–
Markets a
Marketing Strategies – Service necessity for
Services Quality Indian Insurers
IX
Marketing
22 Bancassurance–
Productivity– Marketing Channels –
A Business
Bancassurance – e–Insurance
Option
Operative Clauses– Maturity Claims
23
– Death Claims
Nomination –Assignment – Married
24 Claims
X Women’s Property Act
Management
Accident and Disability Benefits –
25 Claims on Small Life Insurance
Policies
MIS in
26 Life Maintenance of Records – Premium
Insurance
Insurance Payments – Alterations
XI Companies
Policy
27 Servicing Loans – Duplicate Policy – Other
Services
28 XII Tax Planning Income Tax – Wealth Tax
IT
29 XIII Evolution of Policy Bond
Applications
87
Chapter
Name
Innovative
30 products the
Origin of a new product – Risk of
key to success
launching a new product – Market
in Indian
Product Orientation
XIV Insurance
Development market
31
Insurance Products– With Sales Personnel
Profits/Without Profits – Pension and their
Products – Group Insurance Training
32 Recent Developments – Reasons for

Is the
opening up – Introduction of IRDA
Honeymoon
Act – Private Life Insurance
over for Indian
Companies– Entry of Banks into
Current Insurers
XV insurance
Developments
33 Restructuring of LIC and GIC and
diversification– Sales Illustrations –
Life Insurance Business –
Appointment of Actuary
88
GENERAL INSURANCE
Course Code : INE 612 Sessions : 33
Objective: This course is aimed at equipping the students with the knowledge of the growing
general insurance sector, policies in this sector and the operational requirements in this sector.
Textbook/Workbook Author/Publication
General Insurance –Personal The Icfai University Press
General Insurance – Commercial The Icfai University Press
General Insurance – Personal & Commercial The Icfai University Press
General Insurance Bernard Benjamin, Heinemann
Insurance Books Insurance Institute of India
General Insurance Principles A. S. Arnold / University Press
Introduction to General Insurance Nick Holyoake / Financial World
Detailed Curriculum
GENERAL INSURANCE: PERSONAL Underwriting of Physical Hazard –
Principles of General Insurance: Underwriting of Moral Hazard –
Insurance and Financial Security –The Role Underwriting of Different Hazards
of Insurance in Financial System– Legal Framework and Documentation:
Classification of Risks – Risk Management Essentials of Insurance Contract – Insurance
and Insurance – An overview of the Contract and Legal Framework –Workmen’s
Insurance System – Principles of Insurance Compensation Act, 1923 – Motor Vehicle
– Difference between Life and General Act, 1939 – Limits of liability – Public
Insurance – Recent Developments Liability Act, 1991 –Documentation
Personal Policies: Family Risk Marketing and Servicing: Risk
Management – Personal Accident Insurance Management Techniques – Factors that
– Insurance Cover for Specific Groups – affect Marketing of Insurance – Options
Health Insurance – Basic Hospital Insurance available for Insurance Services –
– Third Party Administration – Critical Distribution methods of insurance – Market
Illness Insurance – Travel Insurance Research
Insurance of Property and Liability: Claims Management: Claims Management
Principles of Property Insurance – Property in Insurance Business – Different Aspects –
Insurance in India – Package Policy for Procedure followed in Insurance Companies
executives and businessmen – Consumer – Role of Surveyor – Facts to be considered
Protection Act, 1986 – Liability Insurance while determining Liability – Recent Trends
Risk Assessment, Underwriting and Rate in Insurance Law
Making: Need for Risk Assessment – Risk Loss Prevention and Control: Loss
Rating – under Fire Insurance – Tariff Prevention Activities – The Beneficiaries of
Rating – Classification of Hazards – Loss Prevention – Forms of Loss Prevention
89
– The role of Insurance Industry – Loss Regulation of India Motor Tariff – Types of
prevention in developing countries – The Policies – Risks Covered under ‘Liability
role of Loss Prevention Association only policy’ – Factors for Rating –
IT Applications: Information Technology – Registration and Insurance – Underwriting
Advantages of Information Technology – IT – Claims Experience–Non–tariff Regime
Applications in Insurance – Front Office Aviation Insurance: Historical Background
System (operating office system or BODO – Scope and Nature of Aviation Insurance –
system – Marketing of Insurance Development of Aviation Insurance –
Aviation Insurance Market and Risk Placing
Product Design, Development and – Major Classes of Aviation Insurance
Evaluation: The Role of Regulation – Other Business– Liability coverage – Clauses
Factors in Product Development – Product used in the Aviation Market – Risk
Design, Development and Evaluation – New Management in the Aviation Context –
Products – Problems in Product Underwriting Considerations– Claim
Development Procedure – Regulations – Market bodies of
aviation insurance – Trends in Aviation
Reinsurance: Need and Importance of
Insurance
Reinsurance – Main types of Reinsurance –
Reinsurance Management Strategy – Engineering Insurance: Application of
Basic Principles of Insurance –
Reinsurance of Large Risks – Fixing of
Classification – Contractors All Risk
Retentions – Reinsurance for Personal Lines Insurance – Erection All Risks Policy (EAR)
GENERAL INSURANCE: – Marine cum Erection Policy – Advance
COMMERCIAL Loss of Profit (Delay in Start–up Insurance)
– Machinery Insurance Policy – Contractors
Introduction to Commercial General Plant and Machinery Policy – Boiler and
Insurance: Historical Background – Pressure Plant Insurance – Loss of Profits
General Insurance Corporation of India – (Machinery Policy) – Deterioration of
General Insurance after nationalization – Stocks Insurance – Electronic Equipment
Insurance – Civil Engineering Completed
Current Scenario – Commercial General Risks Insurance – Excess under Public
Insurance vs. Personal General Insurance Liability Insurance Policy
Fire Insurance: Historical Background – Agriculture Insurance: Crop Insurance –
Application of Basic Principles of Insurance Agriculture Insurance Company of India
– Standard Fire Policy – Express Conditions (AIC) – National Crop Insurance Scheme –
and Warranties of a Fire Policy – All India Outlook for Crop Insurance in India – Pilot
Crop Insurance Scheme – National
Fire Tariff – Industrial All Risks Insurance Agricultural Insurance Scheme (NAIS) –
Policy – Mortgage Clause – Concept of Rashtriya Krishi Bima Yojana (RKBY) –
Other Insurance, Concept of Contribution Pilot scheme on Seed Crop Insurance
and Co–insurance – Duties, Rights and (PSSCI) – Farm Income Insurance Scheme
Limitations of the parties – Fire Hazards – (FIIS) – Personal Accident Insurance Social
Security Scheme for poor families
Contributory Hazards – Measures of
preventing Fire Hazards – Inspection of fire Marine Insurance: Historical Background
losses by engineers of TAC – International Marine Insurance Market –
Fundamental Principles – Classification of
Motor Insurance: Historical Background –
Marine Insurance – Contract of Marine
Significance of Motor Insurance –
Insurance –The Marine Insurance Policy–
Application of Principles of insurance –
Warranties – Marine Cargo Policy – Marine
Types of Motor Vehicles, – General
Losses – Inland Transit – Wider Cover
90
Credit Risk Insurance: Development of India – Steps involved in loss prevention
Commercial Credit Insurance – Need for activities
Credit Insurance – Benefits of Credit Claims Management: Types of claims –
Insurance – Limitations of credit insurance –
Claims settlement–Procedure for Claim
Types of Credit Insurance – Basic Factors
Settlement – Role of specialists/ experts in
safeguarding a Credit Insurer – Credit
claims settlement–Importance of Arbitration
Exposures – Export of Credit Insurance –
in claim settlement – Role of negotiations –
Underwriting Factors – Credit Risk
claims experience of an insured – Managing
Insurance among Indian Insurers
the cost of claims operations – Motor Claims
Liability Insurance: Historical Background – Marine Claims– Aviation Claims –
– Basic Principles –Law of Torts – Types of Accident Claims – Burglary Claims – Fire
Liabilities Policies
Claims – Cash Claims – The concept of
Surety, Bonding Insurance: Historical limitation in claims management – Salvage
Perspective – Nature and development of value of the claimed property – Average
Suretyship – Types of Surety Bonds – condition in claims management – Impact of
Rating Considerations–Fidelity Guarantee – major claims on the insurance company
Types of Policies–Underwriting
Reinsurance: Significance of reinsurance in
Considerations– Forgery Bonds
insurance business – Forms of reinsurance –
Workmen’s Compensation Insurance: Interests and liabilities agreements – Types
Workmen’s Compensation Act, 1923 –
of reinsurance agreements – Contract
Workmen’s Compensation Policy – Benefits
Clauses – The Indian Perspective– Global
of Workmen’s Compensation Insurance –
business
Functions of Workmen’s Compensation
Insurance – Tariff Regulations– Rating – Legal Framework and Documentation:
Premium – Self Insurance – Indemnity Essentials of a valid commercial general
under the Policy insurance contract – Insurance legislation –
Miscellaneous Insurances: Bankers General Insurance business (Nationalization)
Blanket Policies – Burglary Insurance – Act, 1972 – IRDA (Licensing of Insurance
Money Insurance – Jewelers Block Agents ) Regulations 2000–Insurance
Insurance Policies – Shopkeepers Insurance Ombudsman Scheme – Other Laws –
– Television Insurance – Plate Glass Policy Documents involved
– Neon Sign Insurance – Sports insurance – Marketing and Servicing of Commercial
Pedal Cycle Insurance – Transit Insurance General Insurance: Insurance – A service –
Risk Assessment, Underwriting and Rate Characteristics of services – Nature of
Making: Risk Management – Risk demand for insurance products – The need
Assessment – Underwriting – Rate Making for commercial general insurance products –
Loss Prevention and Control: Definitions A framework for insurance marketing –
– Purpose of loss prevention – Economic Market potential – Marketing mix for
Aspects of loss prevention – Purpose of loss insurance products – Retailing of general
control – Approaches to loss control – insurance business – Global pattern –
Accident Prevention – Loss Adjustment – Managing effective sales force – IRDA
Assessing a company’s exposure to loss due Regulations regarding licensing of agents –
to fraud – Loss prevention and control in a IRDA Regulations – Servicing – Customer
factory – Loss Prevention Association of Relationship Management and Insurance
91
Product Design, Development and IT Applications: Information Technology
Evaluation: Product development and and components – Information, data and
service development – Product design – The EDP – IT and Insurance – IT and Insurance
Process of product service development –
companies – Cyber security problems for the
Creative Environment–Market Research and
insurers – Applications of IT in General
Product Development– Role of alliances in
new product development – The Product Insurance – Customers – Intermediaries –
evaluation Technological aspects
92
Topics Sessions
Pre–Mid Sem
General Insurance – Personal
Principles of General Insurance 1
Personal Policies 1
Insurance of Property and Liability 1
Risk Assessment, Underwriting and Rate Making 1
Legal Framework and Documentation 2
Marketing and Servicing 1
Claims Management 1
Loss Prevention and Control 1
IT Applications 1
Product Design, Development and Evaluation 1
Reinsurance 1
General Insurance–Commercial
Introduction to Commercial General Insurance 1
Fire Insurance 2
Motor Insurance 1
Aviation Insurance 1
Post – Mid Sem
Engineering Insurance 1
Agriculture Insurance 1
Marine Insurance 1
Credit Risk Insurance 1
Liability Insurance 1
Surety, Bonding Insurance 1
Workmen’s Compensation Insurance 1
Miscellaneous Insurances 1
Risk Assessment, Underwriting and Rate Making 1
Loss Prevention and Control 1
Claims Management 1
Reinsurance 1
Legal Framework and Documentations 1
Marketing and Servicing of Commercial General
1
Insurance
Product Design, Development and Evaluation 1
IT Applications 1
Total 33
93
Course Code : INE 612 Course : General Insurance
Semester : III Duration : 1 Hr 15 Mins
Chapter Case
Session Chapter Topic
Name Study
Pre–Mid Sem
Insurance and Financial Security –The
Role of Insurance in Financial
Principles of System– Classification of Risks – Risk
General Management and Insurance – An
1 I
Insurance Overview of the Insurance System –
Principles of Insurance – Difference
between Life and General Insurance –
Recent Developments
Family Risk Management – Personal
Personal Accident Insurance – Insurance Cover
for Specific Groups – Health
2 II Policies
Insurance – Basic Hospital Insurance –
Third Party Administration – Critical
Illness Insurance – Travel Insurance
Insurance of Principles of Property Insurance –

Property and Property Insurance in India – Package
3 III Policy for executives and businessmen
Liability
– Consumer Protection Act, 1986 –
Liability Insurance
Risk Need for Risk Assessment – Risk

Rating – Under Fire Insurance – Tariff
Assessment,
Rating – Classification of Hazards –
4 IV Underwriting
Underwriting of Physical Hazard –
and Rate Underwriting of Moral Hazard –
Making Underwriting of Different Hazards
5 Essentials of Insurance Contract –
Insurance Contract and Legal
Legal Framework –Workmen’s
Framework Compensation Act, 1923
V
6 and
Documentation Motor Vehicle Act, 1939 – Limits of
liability – Public Liability Act, 1991 –
Documentation
Risk Management Techniques –
Factors that affect Marketing of
Marketing and
Insurance – Options available for
7 VI Servicing
Insurance Services – Distribution
Methods of Insurance – Market
Research
94
Chapter Case
Name Study
Claims Management in Insurance
Business – Different Aspects –
Procedure followed in Insurance
Claims
8 VII Companies – Role of Surveyor – Facts
Management
to be considered while determining
Liability – Recent Trends in Insurance
Law
Loss Prevention Activities – The
beneficiaries of Loss Prevention –
Loss Forms of Loss Prevention – The role
9 VIII Prevention and of Insurance Industry – Loss
Control Prevention in Developing Countries –
The role of Loss Prevention
Association
Information Technology – Advantages
of Information Technology – IT
Applications in Insurance – Front
10 IX IT Applications
Office System (operating office
system or BODO system – Marketing
of Insurance
Product The Role of Regulation – Other

Factors in Product Development –
Design,
11 X Product Design, Development and
Development
Evaluation – New Products –
and Evaluation Problems in Product Development
Need and Importance of Reinsurance –
Main types of Reinsurance –
Reinsurance Reinsurance Management Strategy –
12 XI
Reinsurance of Large Risks – Fixing
of Retentions – Reinsurance for
Personal Lines
Historical Background – General
Introduction to Insurance Corporation of India –
Commercial General Insurance after nationalization
13 XII
General – Current Scenario – Commercial
Insurance General Insurance vs. Personal
General Insurance
95
Chapter Case
Name Study
Historical Background – Application
14 of Basic Principles of Insurance –
Standard Fire Policy – Express
Conditions and Warranties of a Fire
Policy – All India Fire Tariff –
Industrial All Risks Insurance Policy –
Fire Insurance Mortgage Clause
XIII
Concept of Other Insurance, Concept
15 of Contribution and Co–insurance –
Duties, Rights and Limitations of the
parties – Fire Hazards – Contributory
Hazards – Measures of Preventing Fire
Hazards – Inspection of Fire Losses by
Engineers of TAC
Historical Background – Significance
of Motor Insurance – Application of
Principles of insurance – Types of
Motor Vehicles, – General Regulation
Motor of India Motor Tariff – Types of
16 XIV
Insurance Policies – Risks Covered under
‘Liability only policy’ – Factors for
Rating – Registration and Insurance –
Underwriting – Claims Experience–
Non–tariff Regime
Historical Background – Scope and
Nature of Aviation Insurance –
Development of Aviation Insurance –
Aviation Insurance Market and Risk
Placing – Major Classes of Aviation
Insurance Business –Liability
Aviation
17 XV Coverage – Clauses used in the
Insurance
Aviation Market – Risk Management
in the Aviation Context –
Underwriting Considerations– Claim
Procedure – Regulations – Market
bodies of aviation insurance – Trends
in Aviation Insurance
Post–Mid Sem
18 XVI Engineering Application of Basic Principles of
Insurance Insurance – Classification – Contractors
All Risk Insurance – Erection All Risks
Policy(EAR) – Marine cum Erection
Policy – Advance Loss of Profit (Delay
in Start–up Insurance) – Machinery
Insurance Policy – Contractors Plant
96
Chapter Case
Name Study
and Machinery Policy – Boiler and
Pressure Plant Insurance – Loss of
Profits (Machinery Policy) –
Deterioration of Stocks Insurance –
Electronic Equipment Insurance – Civil
Engineering Completed Risks Insurance
– Excess under Public Liability
Insurance Policy
Crop Insurance – Agriculture Insurance
Company of India(AIC) – National
Crop Insurance Scheme – Outlook for
Crop Insurance in India – Pilot Crop
Insurance Scheme – National
Agriculture Agricultural Insurance Scheme (NAIS)
19 XVII – Rashtriya Krishi Bima Yojana
Insurance
(RKBY) – Pilot scheme on Seed Crop
Insurance (PSSCI) – Farm Income
Insurance Scheme(FIIS) – Personal
Accident Insurance Social Security
Scheme for poor families
Historical Background – International
Marine Insurance Market –
Fundamental Principles – Classification
Marine of Marine Insurance – Contract of
20 XVIII Marine Insurance –The Marine
Insurance
Insurance Policy – Warranties – Marine
Cargo Policy – Marine Losses – Inland
Transit – Wider Cover
Development of Commercial Credit
Insurance – Need for Credit Insurance –
Benefits of Credit Insurance –
Credit Risk Limitations of Credit Insurance – Types
21 XIX Insurance of Credit Insurance – Basic Factors
Safeguarding a Credit Insurer – Credit
Exposures – Export of Credit Insurance
– Underwriting Factors – Credit Risk
Insurance among Indian Insurers
Historical Background – Basic
Liability Principles –Law of Torts – Types of
22 XX
Insurance Liabilities Policies
Historical Perspective – Nature and
development of Suretyship – Types of
Surety, Surety Bonds –Rating Considerations
23 XXI Bonding Fidelity Guarantee–Types of Policies –
Insurance Underwriting Consideration– Forgery
Bonds
24 XXII Workmen’s Workmen’s Compensation Act, 1923 –
Compensation Workmen’s Compensation Policy –
Insurance Benefits of Workmen’s Compensation
Insurance – Functions of Workmen’s
Compensation Insurance – Tariff
Regulations– Rating – Premium – Self
97
Chapter Case
Name Study
Insurance – Indemnity under the policy
Bankers Blanket Policies – Burglary

Insurance – Money Insurance –
Jewelers Block Insurance Policies –
Miscellaneous Shopkeepers Insurance – Television
25 XXIII Insurance – Plate Glass Policy – Neon
Insurances
Sign Insurance – Sports insurance –
Pedal Cycle Insurance – Transit
Insurance
Risk
Assessment,
Risk Management – Risk Assessment –
26 XXIV Underwriting
Underwriting – Rate Making
and Rate
Making
Definitions – Purpose of Loss
Prevention – Economic Aspects of Loss
Prevention – Purpose of Loss Control –
Loss Approaches to Loss Control – Accident
Prevention and Prevention – Loss Adjustment –
27 XXV Control Assessing a Company’s Exposure to
Loss due to Fraud – Loss Prevention
and Control in a Factory – Loss
Prevention Association of India – Steps
Involved in Loss Prevention Activities
Types of claims – Claims settlement –
Procedure for Claim Settlement– Role
of Specialists/ Experts in Claims
Settlement –Importance of Arbitration
in Claim Settlement – Role of
Negotiations – Claims Experience of an
Claims Insured – Managing the Cost of Claims
Management Operations – Motor Claims – Marine
28 XXVI
Claims– Aviation Claims – Accident
Claims – Burglary Claims – Fire Claims
– Cash Claims – The Concept of
Limitation in Claims Management –
Salvage Value of the Claimed Property
– Average Condition in Claims
Management – Impact of Major Claims
on the Insurance Company
29 XXVII Reinsurance Significance of Reinsurance in
Insurance Business – Forms of
Reinsurance – Interests and Liabilities
Agreements – Types of Reinsurance
Agreements– Contract Clauses – The
98
Chapter Case
Name Study
Indian Perspective– Global Business
Essentials of a Valid Commercial

General Insurance Contract – Insurance
Legal Legislation – General Insurance
Framework Business (Nationalization) Act, 1972 –
30 XVIII
and IRDA (Licensing of Insurance Agents )
Documentation Regulations 2000 –Insurance
Ombudsman Scheme– Other Laws –
Documents Involved
Insurance – A Service – Characteristics

of Services – Nature of Demand for
Insurance Products – The need for
Commercial General Insurance Products
– A Framework for Insurance Marketing
Marketing and
– Market Potential – Marketing mix for
Servicing of
Insurance Products – Retailing of
31 XXIX Commercial
General Insurance Business – Global
General
Pattern – Managing Effective Sales
Insurance
Force – IRDA Regulations Regarding
Licensing of Agents – IRDA
Regulations – Servicing – Customer
Relationship Management and
Insurance
Product Development and Service

Development – Product Design – The
Product Process of Product Service
Design, Development–Creative Environment –
32 XXX
Development Market Research and Product
and Evaluation Development – Role of Alliances in
New Product Development – The
Product Evaluation
Information Technology and

Components – Information, Data and
EDP – IT and Insurance – IT and
IT Insurance Companies – Cyber Security
33 XXXI
Applications Problems for the Insurers – Applications
of IT in General Insurance – Customers
– Intermediaries – Technological
Aspects
99
ADVANCED FINANCIAL ACCOUNTING
Course Code : ACE611 Sessions : 33
Objective: This course helps students in understanding Advanced Accounting concepts and
their importance in the present day disclosure needs.
Advanced Financial Accounting The Icfai University Press
Modern Accountancy Hanif & Mukerjee / Tata Mc Graw Hill
Financial Accounting for Management Ambrish Gupta/ Pearson Education
Financial Accounting Tulsian / Tata Mc Graw Hill
Advanced Accounts Vol–I & II Shukla & Grewal / Sultan Chand & Co.
Advanced Accounts Vol–I & II R.L.Gupta / Sultan Chand & Co.
Accountancy T Manohar / Sultan Chand & Co.
Detailed Curriculum
Hire Purchase Installment Sales: Hire Balance in Head office Books–Entries in the
Purchase–Accounting Records–Default and Books of Branch–Foreign Branch.
Repossession– Installment Purchase.
Accounting for Investment and Insurance
Accounting for Fixed Assets: Acquisition Claims: Accounting for Investments– Terms
of Fixed Assets and Determination of Cost– Defined– Insurance Claims– Insurance
Depreciation–Change in the Method of Claim in Loss of Stock Policy– Insurance
Depreciation. Claim in Loss of Profit Policy.
Accounting for Intangible Assets: Preparation of Financial Statements of
Goodwill–Valuation of Goodwill. Banking Companies: Introduction–General
Information–Accounts and Audit–Principle
Accounting for Inventories: Inventory
Accounting Policies–Notes and Instruction
Pricing–Flow of Inventory Costs–Principle
for Compilation–Guidelines of Reserve
Methods of Inventory Valuation–Perpetual
Bank of India for Profit and Loss Account–
and Periodic Inventory Valuation Methods.
Guidelines of the Reserve Bank of India for
Accounting for Receivables: Concept of Balance Sheet Capital and Liabilities Side.
Recognition–Delivery Method–Accounting
Preparation of Financial Statements of
Standard–9 (Revenue Recognition).
Insurance Companies: Business and
Accounting for Royalties: Concept of Revenue Model of Insurance Companies–
Royalties–Sub–Lease. Terms used in Insurance Business–
Accounting for Branches: Accounts of Mechanics of Insurance Accounting– Legal
Various Types of Branches–Entries in the Framework for Presentation of Final
Books of Head Office–Stock and Debtors Accounts of the Insurance Company
System–Incorporation of Branch Trial Accounts(Post IRDA Regulation).
100
Amalgamation, Absorption and Sheet–Preparing Consolidated Profit and
Reconstruction: Reconstruction and Loss Account–Chain Holdings–Disclosures
Amalgamation–Section 394–Purchase Required as per Accounting Standard–21–
Consideration–Accounting in the Books of Accouting Standard–23–International
the Amalgamating /Transferor Company– Accounting Standard (IAS) 27.
Pooling of Interests Method–Purchase
Method–Internal Reconstruction. Inflation Accounting: Inflation– Need for
Inflation Accounting– Current Purchasing
Consolidated Financial Statements:
Power Method(CPP)– Current Cost
Introduction–Consolidation of Financial
Accounting Method(CCA)–Guidance Note
Statements–Consolidation Method–Rules
on Accounting for Changing Prices.
for Preparation of Consolidated Balance
Topics Sessions
Pre–Mid Sem
Hire Purchase Installment Sales 2
Accounting for Fixed Assets 3
Accounting for Intangible Assets 2
Accounting for Inventories 2
Accounting for Receivables 2
Accounting for Royalties 2
Accounting for Branches 2
Post–Mid Sem
Accounting for Investment and
3
Insurance Claims
Preparation of Financial Statements
3
of Banking Companies
Preparation of Financial Statements
3
of Insurance Companies
Amalgamation, Absorption and
3
Reconstruction
Consolidated Financial Statements 3
Inflation Accounting 3
Total 33
101
Course Code : ACE611 Sessions : 33

Pre–Mid Sem
1 Hire Purchase–Accounting
Hire Purchase Records
I
2 Installment Sales Default and Repossession–
Installment Purchase
Acquisition of Fixed Assets and

3
Determination of Cost
Accounting For
II Fixed Assets Depreciation–Change in the
4
Method of Depreciation
Depreciation–Change in the
5
Method of Depreciation
6 Accounting for Goodwill
III Intangible Assets
7 Valuation of Goodwill
8 Inventory Pricing–Flow of
Accounting for Inventory Costs–Principle
IV Inventories Methods of Inventory Valuation
9 Perpetual and Periodic
Inventory Valuation Methods
Concept of Recognition–
10 Accounting for Delivery Method
V Receivables
Accounting Standard–9
11
(Revenue Recognition)
12 Accounting for Concept of Royalties

VI Royalties
13 Sub–Lease
14 Accounts of Various Types of

Branches–Entries in the Books
of Head Office–Stock and
Accounting for Debtors System
VII Branches
Incorporation of Branch Trial
15
Balance in Head office Books–
Entries in the Books of
Branch–Foreign Branch
Post–Mid Sem
102
16 Accounting for Investments–

Accounting for Terms Defined
17 Investment and Insurance Claims, Insurance
VIII
Insurance Claims Claim in Loss of Stock Policy
18 Insurance Claim in Loss of
Profit Policy
19 Banking Regulation Act and

Banking Companies, Principal
Preparation of Accounting Policies
20 Financial
Accounts and Audits, Notes
Statements of
IX and Instructions for
Banking
Compilation
Companies
21 Reserve Bank of India
Guidelines for Profit and Loss
Account and Balance Sheet
22 Introduction–General
Information–Accounts and
Audit–Principle Accounting
23 Preparation of Policies–Notes and Instruction
Financial for Compilation
Statements of
X Guidelines of Reserve Bank of
Insurance
India for Profit and Loss
Companies
24 Account
Guidelines of the Reserve Bank
of India for Balance Sheet
Capital and Liabilities Side
25 Reconstruction and
Amalgamation–Section 394–
Purchase Consideration
26 Amalgamation,
Accounting in the Books of the
Absorption and
XI Amalgamating /Transferor
Reconstruction
Company–Pooling of Interests
27 Method
Purchase Method–Internal
Reconstruction
103
28 Introduction–Consolidation of
Financial Statements–
Consolidation Methods–Rules
29 for Preparation of Consolidated
Balance Sheet
Consolidated Preparing Consolidated Profit
XII Financial and Loss Account–Chain
Statements Holdings
30 Disclosures Required as Per
Accounting Standard–21–
Accouting Standard–23–
International Accounting
Standard (IAS) 27
31 Inflation– Need for Inflation

Accounting
32 Current Purchasing Power
Inflation Method (CPP)
XIII
Accounting Current Cost Accounting
33 Method (CCA)–Guidance Note
on Accounting for Changing
Prices
104
PROJECT MANAGEMENT
Course Code : FIE621 Sessions : 33
Objective: To expose students to all aspects of Project Management covering project

identification– tabulation– planning– scheduling and control. The course will enable the
students to acquire the knowledge on the concepts– tools and techniques of Project
Management.
Project Management The Icfai University Press
Project Management – A Managerial Jack R Meredith– Samuel J Mantel/ JW &
Approach Sons– 2000– 4th Edition.
Project Management Dennis Lock/Gower– 2003– 8th Edition
Projects: Planning– Analysis– Selection– Prasanna Chandra/ Tata McGraw Hill– 5th
Implementation & Review Edition–2004
Project Management C Gray & E Larson/ McGraw Hill–2002
Detailed Curriculum
An Overview of Project Management: Format of DPR – Case Study on Financial
Definition of Project– What is Project Projections.
Management? Why Project Management? Appraisal Criteria: Estimating Cash
Life cycle of a Project– Managing the Flows– Evaluation Techniques– Appraisal of
Project Scope– Who should be the PM? Projects with Special Features.
Project Manager Vs Line Managers– Project Risk Analysis in Capital Investment
Communication Management– Growth of Decisions: Definition of Risk– Project Risk
Project Management– Project Management Management– Types of Risk– Measures of
in India– Ethics in Project Management– Risk– Methods of Risk Adjusted Investment
Management of International Projects. Appraisal– Advanced Techniques of Risk
Project Initiation and Resource Analysis – Decision Tree Analysis.
Allocation: Resource Allocation at the Project Planning: Meaning and Objective
Corporate level– Resources Allocation at the of Project Planning–The Process of Planning
Business unit level– Identification of – Components of a General Plan – Project
Opportunities. Life Cycle and Planning – Informational
Market and Demand Analysis: Identifying Inputs for Project Planning – Reasons for
the Market– Conducting a Market Study. Project Failure.
Technical Analysis: Project Procurement Project Organization: The Traditional
Management– Solicitation– Vendor Organization – Product Organization –
Selection– Contract Administration– Matrix Organization.
Purchasing Equipment and Materials– Plant Project Scheduling: The Importance of
Location– Project Design– Work Schedule. Scheduling – A Few Widely used
Financial Projections: Cost of the Project– Techniques of Scheduling – Resource
Means of Finance. Loading and Resource Leveling.
Detailed Project Report: Meaning of Project Monitoring and Control: The
Detailed Project Report – Contents of DPR – Need for Monitoring and Control–The
105
Planning– Scheduling– Monitoring Cycle – Managing E– Business Projects: Planning
Design of the Information System – Data E–Business Projects – Resource and
Collection – Report Generation –
Infrastructure Analysis of E–Projects – Cost
Performance Measurement –Project
of E– Projects – Valuation Model for E–
Control– Types of Control Systems –
Features of a Good Control System – Business Projects – Sourcing Finance for E–
Managerial Perspectives in Control – Project Business Projects– E–Project
Quality Management – Project Auditing. Communication.
Topic Sessions
Pre–Mid Sem
An Overview of Project Management 3
Project Initiation and Resource Allocation 2
Market and Demand Analysis 2
Technical Analysis 2
Financial Projections 2
Detailed Project Report 2
Post–Mid Sem
Appraisal Criteria 4
Risk Analysis in Capital Investment Decisions 4
Project Planning 2
Project Organization 2
Project Scheduling 3
Project Monitoring and Control 3
Managing E– Business Projects 2
Total 33
106

Pre–Mid Sem
1 Definition of Project– What is
2 Project Management? Why
Project Management? Life cycle
of a Project–Managing the
Project Scope– Who should be
An Overview of the PM?
Project
Management Project Manager Vs Line
I
3 Managers–Project
Communication Management–
Growth of Project Management
Project Management in India. Bharathi
Ethics in Project Management– Exchangers Ltd:
Management of International Managing
Projects Projects
4 Resource Allocation at the
Project Corporate level– Resources
Initiation and Teams in Projects
II Allocation at the Business unit
5 Resource level
Allocation
Identification of Opportunities
6 Market and Identifying the Market
III Demand
7 Analysis Conducting a Market Study
8 Project Procurement
Swagruha
Management– Solicitation–
Constructions:
Vendor Selection– Contract
Administration Project Feasibility
Technical
9 IV
Analysis South India
Purchasing Equipment and
Research Institute
Materials–Plant Location–
Project Design– Work Schedule : Problems with
Location
10 Ranganathan
Textiles Ltd :
Financial Cost of the Project
Setting up a
V Projections
11 Textile Unit
Raising Funds for
Means of Finance
the Salem Unit
12 Meaning of Detailed Project
Detailed Project Report – Contents of DPR
VI Report
13 Format of DPR– Case Study on
Financial Projections
107
Post–Mid Sem
14 Estimating Cash Flows The KTPS Project
15 Daniel Cooper:
16 Making a
Evaluation Techniques Strategic Choice
for Setwell
Appraisal
VII Construction Co
Criteria
Bhargava Oils
17
Evaluation Techniques Ltd.: Choosing a
Project
Appraisal of Projects with Decotile: A
Special Features Project at Stake
18 Definition of Risk– Project Risk
19 Management
20 Types of Risk
Risk Analysis
in Capital Measures of Risk– Methods of
VIII Risk Adjusted Investment
Investment
Appraisal
21 Decisions
Advanced Techniques of Risk
Analysis – Decision Tree
Analysis
22 Meaning and Objective of Developing a
Project Planning–The Process of Project Plan,
Planning – Components of a
Project General Plan – Project Life Project Planning
IX Cycle and Planning
23 Planning at HPC
Informational Inputs for Project Corel Production:
Planning – Reasons for Project Replacing the
Failure Legacy System
24 The Traditional Organization – Restructuring
Product Organization RAL
Project Fresh Foods:
X
25 Organization Facing Trouble
Matrix Organization
with a Matrix
Structure
26 The Importance of Scheduling
27 Project
A Few Widely used Techniques Scheduling at
of Scheduling Alwal Project
Project
XI India Ltd.
Scheduling
28 JV Machine
Resource Loading and Resource Works Ltd.:
Leveling Computerizing
Operations
108
29 The Need for Monitoring and
Designing Project
Control– The Planning–
Management
30 Scheduling– Monitoring Cycle –
Information
Design of the Information
System
System
Data Collection –Report
Project Jetta motors:
Generation. Performance
XII Monitoring and Implementing a
Measurement –Project Control–
Control Project
31 Types of Control Systems –
Management
Features of a Good Control
System
System
Managerial Perspectives in
Control – Project Quality Initiating GEMS
Management – Project Auditing
32 Planning E–Business Projects –
Resource and Infrastructure
Analysis of E–projects– Cost of
Managing
E– Projects
XIII E–Business
33 Valuation Model for E–Business
Projects
Projects– Sourcing Finance for
E–Business Projects– E–Project
Communication
109
PERSONAL FINANCIAL PLANNING
Course Code : IVE611 Sessions : 33
Objective: This course is aimed at enabling the students to understand the issues involved in
planning finances and investments at the personal level, and expects to raise their level of
advising on the financial issues.
Text Book / Work Book Author/ Publication
Personal Financial Planning The Icfai University Press
Reference Book Author/ Publication
Personal Financial Planning Lawrence J Gitman and Michael D Joehnk
Personal Financial Planning guide Ernst and Young’s
G Victor Hallman and Jerry S Rosenbloom,
Personal Financial Planning
6 th Edition/ McGraw Hill
Detailed Curriculum
Financial planning process: Rewards of Financing the housing transaction – Housing
financial planning– Steps in financial finance institutions in India – Housing
planning process–Planning for a life time– schemes in India – Real estate in India–An
The planning environment–Determinants of Overview.
personal income.
Managing Credit:–What is credit?–Types
Financial statements and plans: The role of credit – why credit? – Improper uses of
of financial statement in financial planning – credit – Establishing credit – Types of open
Time value of money – Preparing a personal account credit –Different kinds of credit
balance sheet – Preparing the income and cards–Why a credit card is better than a
expense statement–using personal financial debit card – Obtaining and managing an
statements – Ratio Analysis: Tracking open account credit – Credit scoring –
performance–Cash budgets.
Payments – Disadvantages of the credit
Managing Taxes: –Basic concepts of cards.
income tax – Personal taxation –Income tax
Life Insurance:–Insurance planning –
benefits on certain long term investments –
Insurance–Benefits of life insurance –
Wealth tax – Tax planning.
Calculating insurance needs – What is right
Managing cash and savings: –Role of cash for you – Buying a life insurance – Life
management in personal financial planning– insurance products in India.
Financial services market – Cash
Health Insurance: Health Insurance–its
management products– Electronic banking
services– Savings programs – Channels of Need–Types and Sources of health care
savings. plans–Providers of Health care–Long term
care insurance–Disability income insurance–
Making decisions regarding houses and
Health Insurance in India.
automobiles:–Automobile purchase
Planning for Investments:–Meaning of
planning – Meeting housing needs–The
investment – Types of investment vehicles–
rental option – The home buying process –
110
Factors considered in the choice of Investing in Bonds–Bond Rating and
investments– Developing the investment Quality of Investment–CRISIL Composite
strategy. Bond Index–A benchmark.
Investing in Equities: The Structure of Retirement planning:–Sources of
Markets–Primary Market–Secondary retirement income – Annuities – Potential of
Market–Investment Process. pension funds.
Investing in Fixed Income Securities: Estate planning:–Estate planning objectives
Bond Market–Bond Investing Strategies– – Need for estate planning – Estate planning
Types of Bonds–Bond Returns–Risks from process – Will – Trusts.
Topic Sessions
Pre–Mid Sem
Financial Planning Process 2
Financial Statements and Plans 2
Managing Taxes 4
Managing Cash and Savings 3
Making Decisions Regarding 3
Houses and Automobiles
Managing Credit 3
Post–Mid Sem
Life Insurance 2
Health Insurance 2
Planning for Investments 2
Investing in Equities 2
Investing in Fixed Income Securities 3
Retirement Planning 3
Estate Planning 2
Total 33
111
Course Code : IVE611 Course : Financial Planning

Pre–Mid Sem
1 Rewards of
Financial Planning– Steps in Financial
Financial Planning Process
I Planning Planning for Life Time
2 Process The Planning
Environment– Determinants of
Personal Income
3 The role of Financial Statement in
Financial Planning – Time value of
Financial money– Preparing a Personal Balance
Statements and Sheet
II
4 Plans Preparing Income and Expense
Statement–Using Personal Financial
Statements – Ratio Analysis: Tracking
Performance–Cash Budgets
5 Basic Concepts of Income Tax –
6 Personal Taxation
7 Managing Personal taxation –Income Tax

III Taxes Benefits on Certain Long Term
Investments
8 Wealth Tax
Tax Planning
9 Role of Cash Management in Personal
10 Financial Planning
The Financial Services Market – Cash
Managing Cash
Management Products
and Savings
11 Cash Management Products–
IV Electronic Banking Services– Savings
Programs– Channels of Savings
12 Automobile purchase –Planning–
13 Making Meeting Housing Needs– The Rental
Decisions Option
Regarding The home buying process– Financing
V Houses and the Housing Transaction
14 Automobiles Housing finance institutions in India–
Housing schemes in India – Real
estate in India –Overview
112
15 What is Credit? –Types of Credit –
16 Why Credit? – Improper uses of credit
Establishing Credit – Types of open
Managing account credit–Different Kinds of
Credit Credit Cards–Why a Credit Card is
VI
better than a Debit Card
17
Obtaining and Managing an Open
Account Credit – Credit Scoring –
Payments – Disadvantages of the
Credit Cards
Post Mid Sem
18 Insurance planning – insurance–
benefits of life insurance– Calculating
Life Insurance insurance needs
VII
19 What is right for you?– Buying a life
insurance– Life insurance products in
India
20 Health Insurance–its Need–Types and
Sources of health care plans–
. Health
Providers of Health care
VIII Insurance
21 Long term Care insurance–Disability
income insurance–Health Insurance in
India
22 Meaning of investment– Types of
Planning for investment vehicles
IX Investments Factors considered in the choice of
23 investment– Developing the
investment strategy
24 The Structure of Markets–Primary
Investing in Market
X Equities
25 Secondary Market–Investment
Process
26 Bond Market–Bond Investing
27 Investing in Strategies–Types of Bonds
Fixed Income Bond Returns
XI Securities Risks from Investing in Bonds–Bond
28 Rating and Quality of Investment–
CRISIL Composite Bond Index–A
benchmark
29 Retirement Sources of Retirement Income
30 XII planning Annuities
31 Potential of Pension Funds
Estate Planning–Objectives– Need for
32 Estate planning Estate Planning
XIII
33 Estate Planning Process – Will – Trust
113
SECURITY ANALYSIS
Objective: This course is designed to provide the students with an understanding of the basic
concepts and practices of investment, risk and return, and enable them to establish the valuable
linkage between modern theories of finance and the analytical techniques used by investors for
valuing securities.
Security Analysis The Icfai University Press
Security Analysis The Icfai University press
Donald E Fischer and Ronald J Jordan / Pren-
Security Analysis and Portfolio Management
tice Hall of India
Sharpe, Alexander, Bailey /Prentice Hall of
Investment Analysis and Management
India
Investment Analysis and Management James Francis Clarke / Wiley & Sons
Geoffrey A Hirt, Stanley B Block /Irwin/Mc
Fundamentals of Investment
Graw–Hill
Stock Market Analysis for Intelligent
N J Yasaswy / Vision Books
Investors
Investment Management V K Bhalla / S Chand & Sons
Security Analysis and Portfolio Management S Kevin
Detailed Curriculum
Investment Scenario: Concept of Market Indices in India, Limitations of
Investment, Investment Objectives and Various Indices.
Constraints, Investment Classification, Sources of Financial Information: Sources
Financial Markets, Real Investment. of Economic Data, Sources of Market Data,
Risk and Return: Concept of Risk and Sources of Company Data, Sources of
Return, Reduction of Risk through International Economic Data.
Diversification, Quantifying Portfolio Fundamental Analysis: Objectives and
Returns and Risk, Measurement of Risk in Beliefs of Fundamental Analysis,
Portfolio Context, Security Market Lines Framework for Fundamental Analysis,
and its Application. Concept of Intrinsic Value, Economic
Stock Market in India: Markets and their Forecasting Methods, Industry Analysis,
Features, Development of Securities Key Characteristics in an Industry Analysis,
Markets in India, Regulation of Securities Industry Life Cycle, Business Cycle
Markets, Stock Issuing Market (Primary Analysis, Structural Analysis, Company
Market), Secondary Market, Trading and Analysis.
Settlement, Clearing and Settlement Impact of Changes in Accounting Policies:
Procedure. Introduction, Changes in Accounting
Security Market Indicators: Utility of Policies, Depreciation, Valuation of Fixed
Security Market Indices, Construction of Assets, Foreign Exchange Transactions,
Security Market Indices, Types of Security Amortization of Preliminary and other
114
Expenses, Research and Development EMH, Empirical Tests of EMH in the Indian
Expenditure, Valuation of Inventory, Market, Description of Tests of EMH.
Treatment of Gratuity, Lease Accounting. Technical Analysis: Concept of Technical
Equity Stock Valuation Models: Valuation Analysis, The Dow Theory, Types of Charts,
Methods, Measures of Relative Value, Free Price Patterns, Trend lines, Advanced
Cash Flow Model to Equity Model, Technical Tools, Academic Perspective of
Quantitative Analysis–Value Added
Technical Analysis.
Concept.
Futures: Forward Contracts, Futures
Bond Valuation: Strategic Role of Bonds:
Contract, Interpretation of Futures Price
An Investor’s Point of View, Bond
Quotations, Trading Mechanism of Futures,
Terminology, Types of Bonds, Value of a
Basis and Spread, Hedging with Futures,
Bond, Bond Returns, Assumptions
Clearing and Settlement of Futures, Interest
underlying YTM, Bond Price Theorems,
Rate Derivatives in India.
Accrued Interest, Riskiness of Bonds,
Determining the Interest Rates, Forecasting Options: What Options mean?, Options
Interest Rate Trends, Term Structure of Terminology, Pay–off from Options, Trading
Interest Rates, Interest Rate Risk and Process, Options Markets in India,
Duration, Bond Price Volatility, Settlement of Options Contracts.
Immunization, Analysis of Deep Discount Warrants and Convertibles: Bonds with
Bonds, Analysis of Convertible Bonds, Warrants, Value of a Warrant, Convertible
Analysis of Tax–Sheltered Fixed Investment Bonds, Callable Bonds, Floating Rate Notes.
Avenues. Real Assets: Real Assets, Appraisal of Real
Efficient Market Hypothesis: Concept of Assets, Approaches to Estimate the Market
Efficiency of Stock Markets, Forms of Value, Issues in Real Estate Valuation,
Factor affecting the value of Real Estate.
115
Topics Sessions
Pre–Mid Sem
Investment Scenario 2
Risk and Return 3
Stock Market in India 2
Security Market Indicators 1
Sources of Financial Information 1
Fundamental Analysis 3
Impact of Changes in Accounting Policies 1
Equity Stock Valuation Models 3
Post–Mid Sem
Bond Valuation 4
Efficient Market Hypothesis 2
Technical Analysis 3
Futures 2
Options 2
Warrants and Convertibles 2
Real Assets 2
Total 33
116
Course Code : FIE611 Course : Security Analysis

Pre–Mid Sem
1 Concept of Investment,
Investment Objectives and
Investment Constraints
I
2 Scenario Investment Classification,
Financial Markets, Real
Investment
3 Concept of Risk and Return Risk and Return
4 Impact of
Reduction of Risk through
Interest Rates on
Diversification, Quantifying
Yield to
Portfolio Returns and Risk
II Risk and Return Maturity
5 Measurement of Risk in
Impact of Beta
Portfolio Context, Security
on Short Term
Market Lines and its
Investments
Application
6 Stock Market in
Markets and their Features, India,
Development of Securities Feedback
Markets in India, Regulation of Trading in
Securities Markets Indian Stock
Market
Stock Market in Lower Turnover
III
7 India at Regional
Stock Issuing Market (Primary Stock
Market), Secondary Market– Exchanges,
Trading and Settlement,
Clearing and Settlement Role of
Procedure Sentiment in
Indian Stock
Market
Utility of Security Market
Indices, Construction of
Security Market Security Market Indices, Types Security Market
8 IV
Indicators of Security Market Indices in Indicators
India, Limitations of various
Indices
Sources of Economic Data,
Sources of
Sources of Sources of Market Data,
Financial
9 V Financial Sources of Company Data,
Information for
Information Sources of International
Stock Analysis
Economic Data
117
10 Objectives and Beliefs of Factors
11 Fundamental Analysis, Influencing
Framework for Fundamental Appreciating
Analysis, Concept of Intrinsic Stock Values,
Value Big is Beautiful
Fundamental Economic Forecasting Methods,
VI Industry Analysis, Key
Analysis Investors Fancy
12 Characteristics in an Industry
Analysis, Industry Life Cycle, Stocks
Business Cycle Analysis
Price Volatility –
Structural Analysis, Company
Fundamental
Analysis
Analysis
Introduction, Changes in
Accounting Policies,
Depreciation, Valuation of Fixed
Impact of Assets, Foreign Exchange
Changes in Transactions, Amortization of
13 VII
Accounting Preliminary and other Expenses,
Policies Research and Development
Expenditure, Valuation of
Inventory, Treatment of
Gratuity, Lease Accounting
14 Equity Stock
Valuation Methods
15 Valuation
Equity Stock Role of PEG in
Measures of Relative Value
VIII Valuation Stock Valuation
16 Models
Free Cash Flow Model to Role of Retail
Equity Model –Quantitative Investors in
Analysis–Value Added Concept Stock Market
Post–Mid Sem
17 Strategic Role of Bonds: An
18 Investor’s Point of View, Bond
19 Terminology, Types of Bonds,
Value of a Bond
Bond Returns, Assumptions
underlying YTM, Bond Price Rise and Fall of
Theorems, Accrued Interest, Bond Yields
Riskiness of Bonds
Determining the Interest Rates,
IX Bond Valuation Forecasting Interest Rate Impact of Credit
Trends, Term Structure of Policy on the
20 Interest Rates, Interest Rate Bond Market
Risk and Duration
Bond Price Volatility,
Immunization, Analysis of Deep
Corporate
Discount Bonds, Analysis of
Bonds Vs
Convertible Bonds, Analysis of
Tax–Sheltered Fixed Investment Treasuries
Avenues
118
21 Concept of Efficiency of Stock
Markets, Forms of EMH,
Efficient Market Empirical Tests of EMH in the
X
22 Hypothesis Indian Market
Description of Tests of EMH
23 Concept of Technical Analysis,
24 The Dow Theory, Types of
Charts
Technical
XI Price Patterns– Trend lines
Analysis
25 Advanced Technical Tools,
Technical
Academic Perspective of
Analysis
Technical Analysis
26 Forward Contracts, Futures
Contract, Interpretation of
Futures Price Quotations,
Trading Mechanism of Futures
XII Futures
27 Basis and Spread, Hedging with
Futures, Clearing and
Settlement of Futures, Interest
Rate Derivatives in India
28 What Options mean?, Options
Terminology, Pay–off from
Options
XIII Options
29 Trading Process, Options
Markets in India, Settlement of
Options Contracts
30 Bonds with Warrants, Value of a
Warrants and Warrant, Convertible Bonds
XIV
31 Convertibles Callable Bonds, Floating Rate
Notes
32 Real Assets, Appraisal of Real
Assets, Approaches to Estimate
the Market Value
XV Real Assets
33 Issues in Real Estate Valuation,
Factor affecting the value of
Real Estate
119
CORPORATE COMMUNICATION
Course Code : HRE611 Sessions : 33
Objective: The course equips the students on the importance of sharing of corporate
information with different stakeholders of the business such as customers, employees, and
investors and managing the corporate brand and corporate image.
Text Book Author / Publication
Corporate Communication The Icfai University Press
Corporate Branding The Icfai University Press
Marketing Communications The Icfai University Press
Detailed Curriculum
Introduction corporate brand, Corporate symbols,
Corporate Communications: Overview, Stakeholders interpretation of corporate
Importance of Corporate Communication, symbols
Importance of communication in the context Reputation Management: Corporate
of change, importance of communication in Reputation, Reputation and firms’ financial
the context of crises, principles of effective value, Reputation Quotient, Corporate Brand
strategic communication, model for and reputation platforms, Corporate
developing integrated communication responsibility to society and other
interventions, barriers for adopting stakeholders, corporate citizenship, factors
integrated communication, Corporate influencing corporate reputation, Reputation
Advertising, internal communication, Management, Measuring Corporate
investor relationships, Government Reputation
relationships and corporate philanthropy, Corporate Advertising: Corporate
effective media management Advertising: Corporate advertising – Image
Communication Strategy: Defining Strategic advertising, Advocacy advertising, Cause–
Communications, Importance of Message, related advertising – Advantages and
audience analysis, delivery, best practices in Disadvantages of corporate advertising,
communication, benefits of strategic Comparative advertisement – Advantages
communications, Strategic Communication and Disadvantages of comparative
Process, Role of Strategic Communication advertisements Decoding corporate
Process in Brand Development advertising, the reputation building, targets
Corporate Branding and Reputation of corporate advertising – Internal and
Management External constituents
Corporate Branding: Corporate Image, Advertising objectives and planning:

Corporate brands, Product Brands to Advertising plan: Establishing advertising
Corporate Brands, benefits of a corporate objectives, Selecting the advertising
brand, steps for successful corporate message, Set the advertising budget,
branding, Framework for Corporate Developing the media strategy, Evaluating
Branding – strategic vision, organization advertising effectiveness; The briefing
culture, corporate images; corporate process – Project management, Present
branding in practice – The case of British situation, Desired situation, Plan of action,
Airways, integrating the organization with Targets groups, Parameters for
120
measurement, Practicalities, Approvals, The Market? – Public Relations Research –
advertising production process – Media Research: Functions of Media
Conceptualization, Execution, Evaluation, Research, Model for Making Better Media
Decisions
Goals of corporate advertising, Organization
of advertising function, The advertising Mass Media Promotions: Newspapers and
agency, Types of Advertising agencies, Advertising: Advantages of Newspaper
Agency compensation Advertising, Disadvantages of Newspaper
Advertising, Advertising Options in
Customer Communication Newspapers, Advertising Rates in
Marketing Communications–An Newspapers – Magazines and Advertising:
Overview: Marketing Communications – Advantages of Magazine Advertising,
Marketing Communication Mix: Disadvantages of Magazine Advertising,
Advertising, Sales Promotion, Personal Media Space Buying in Magazine – Radio
Selling, Publicity and Public Relations, and Advertising: Advantages of Radio
Direct marketing, Sponsorships, Exhibitions, Advertising, Disadvantages of Radio
Packaging, Point–of–Purchase Displays, Advertising, Media Space Buying in Radio –
Internet, Word–of–Mouth, Corporate Television and Advertising: Advantages of
Identity – Factors Affecting the Marketing Television Advertising, Disadvantages of
Communication Mix: Stages in the Product Television Advertising, Media Space Buying
Life Cycle, Stages in Consumer’s Adoption in Television
Process, Nature of Competition – Marketing Brand Management: Brands And Their
Communication Process Significance: Attributes, Benefits, Values,
Marketing Communication Planning Target User, Personality, Culture, Categories
Process: Marketing & Marketing of Brands – Characteristics of Successful
Communications – Marketing Brands– Role of Brands– Branding
Communications Plan – Situational Strategies: Line Extensions, Brand
Analysis: Competition, Market Analysis, Extensions, Corporate Branding, Multi–
Customer Analysis, Positioning Analysis – Branding, Co–Branding – Brand Equity:
Marketing Communication Objectives: Managing Brand Equity – Brand Loyalty –
Creating Brand Awareness and Building Brand Awareness – Perceived Quality –
Brand Equity, Providing Information, Brand Associations – Branding and
Increasing Sales, Differentiating the Brand, Marketing Communications – International
Influencing Consumer Behavior – Budget Branding Considerations – Brand
Planning – Developing a Marketing Management During Recessions – Corporate
Communications Program: Selection of Image and Brand Management
Marketing Communications Mix, Creative Integrated Marketing Communications:
Strategy, Media Decisions – Evaluation and Definition of Integrated Marketing
Control of Marketing Communication Communications – Drivers for Integrated
Programs Marketing Communications: Increasing
Marketing Communications Research: Competition, Increased Number of
Market Research Process: Defining the Information Sources for Consumers, Decline
Problem, Designing the Research Plan, in Effectiveness of Mass Advertising,
Collecting the Data, Analyzing the Data and Technological Advances – Integration
Preparing Research Report – Marketing Process of Marketing Communications:
Communications Research: Marketing Tactical Coordination of Marketing
Communications Audit, Competitor Communication, Redefining the Scope of
Communications Strategy Research, Marketing Communication, Application of
Communications Content Research – Information Technology, Financial and
Advertising Research: Advertising Strategy Strategic Integration – Barriers to IMC: Top
Research, Ad Copy Research, Ad Campaign Management Support, Organizational
Evaluation Research – Sales Promotion Barriers, Cultural Barriers – Ways for
Research: Evaluation of Sales Promotions Successful Implementation of IMC:
Effectiveness – Direct Marketing Research – Organizational Culture, Client Agency
Whom to Direct Market?, How to Direct Relationship, Collaborative Strategy
121
Ethical Issues in Marketing Investor Communication: Importance of
Communications: Social Responsibility – shareholders to a corporate, Managing
Ethics in Advertising: Puffery, Taste, mergers and Acquisitions, Importance of
Stereotyping, Advertising to Children, communication for successful mergers and
Promoting Unhealthy Products, Subliminal acquisitions, M & A Communication
Advertising – Ethics in Sales Promotion: process, Managing communication during M
Contests and Sweepstakes; Slotting & As
Allowances – Ethics in Advertising
Research – Ethics in Advertorials and Public Relations: Public Relations – Types
Infomercials – Regulations: Self–regulation, of Public Relations, Corporate Public
Regulatory Bodies – The Economic Effects Relations, Marketing Public Relations – The
of Advertising: Consumer choice; Process of PR: Understanding Public
Competition; Product Costs and Prices Attitude, Developing a PR Plan,
Implementing the PR Program –
Other Issues of Corporate
Communication Measurement and Evaluation of PR
Effectiveness, PR Evaluation Process –
Employee Communications: Power of Tools for Measuring PR Effectiveness, Tools
words, Message tree, Intrapersonal for Measuring PR Output, Tools for
Communication, Interpersonal Measuring PR Outtakes, Tools for
Communication, Organizational Measuring PR Outcomes – Role of Public
Communication, External Communication, Relations in Crisis Management
Communicating for higher performance,
hurdles in communication, Connecting Crisis Management: Planning for crisis,
people to strategy , Linking people to trigger for crisis plan implementation,
strategy, Managing the communication Planning and Practice of crisis plan,
system handling media
122
Topics Sessions
Pre – Mid Sem
Corporate Communications 2
Communication Strategy 3
Corporate Branding 3
Reputation Management 2
Corporate Advertising 2
Advertising objectives and planning 2
Marketing Communications–An 2
Overview
Post– Mid Sem
Marketing Communication Planning 2
Process
Marketing Communications Research: 2
Mass Media Promotions 1
Brand Management 3
Integrated Marketing Communications: 2
Ethical Issues in Marketing 1
Communications
Employee Communications 2
Investor Communication 1
Public Relations 2
Crisis Management 1
Total 33
123
Course Code : HRE611 Course : Corporate Communication
Chapter
Sessions Chapter Topic Case Study
Name
Pre–Mid Sem
1 Overview, Importance of Corporate
Communication, Importance of
communication in the context of
change, importance of
communication in the context of
crises, principles of effective
strategic communication
Corporate model for developing integrated Dr. Reddy’s
I Communicat communication interventions, new Corporate
2 ions identity
barriers for adopting integrated
communication, Corporate
Advertising, internal
communication, investor
relationships, Government
relationships and corporate
philanthropy, Effective media
management
Defining Strategic Communications,
3 Importance of Message, audience
analysis, delivery Toyota’s
Communicat Corporate
4 II
ion Strategy best practices in communication Communication
Strategic Communication Process, s
5 Role of Strategic Communication,
Process in Brand Development
Corporate brands, Product Brands to
Corporate Brands, benefits of a
6
corporate brand, steps for successful
corporate branding
Framework for Corporate Branding
7 Corporate – strategic vision, organization Lucent
III culture, corporate images; corporate
Branding Technologies
branding in practice
The case of British Airways,
integrating the organization with
8 corporate brand, Corporate symbols,
Stakeholders interpretation of
corporate symbols
124
Chapter
Name
9 Corporate Reputation, Reputation
and firms’ financial value,
Reputation Quotient, Corporate
Brand and reputation platforms
Reputation Corporate responsibility to society
IV Intel Outside
10 Management and other stakeholders, corporate
citizenship, factors influencing
corporate reputation, Reputation
Management, Measuring Corporate
Reputation
11 Corporate advertising – Image
advertising, Advocacy advertising,
Cause–related advertising –
Advantages and Disadvantages of
corporate advertising, Comparative
Corporate advertisement – Advantages and
V Benetton
12 Advertising Disadvantages of comparative
advertisements
Decoding corporate advertising, The
reputation building, targets of
corporate advertising – Internal and
External constituents
Advertising plan: Establishing
advertising objectives, Selecting the
advertising message, Set the
advertising budget, Developing the
media strategy, Evaluating
advertising effectiveness; The
Advertising
briefing process – Project
objectives
13 VI management, Present situation,
and
Desired situation, Plan of action,
planning
Targets groups, Parameters for
measurement, Practicalities,
Approvals, The advertising
production process –
Conceptualization, Execution,
Evaluation
Goals of corporate advertising,
Organization of advertising function,
14 The advertising agency, Types of
Advertising agencies, Agency
compensation
125
Chapter
Name
15 Marketing Communications –
Marketing Communication Mix:
Advertising, Sales Promotion,
Personal Selling, Publicity and
Sponsorships
Marketing
Exhibitions, Packaging, Point–of–
Communicat
VII Purchase Displays, Internet, Word–
16 ions–An
of–Mouth, Corporate Identity –
Overview
Communication Mix: Stages in the
Product Life Cycle, Stages in
Consumer’s Adoption Process,
Nature of Competition – Marketing
Communication Process
Post–Mid Sem
17 Marketing & Marketing
Communications – Marketing
Communications Plan – Situational
Analysis: Competition, Market
Analysis, Customer Analysis,
Positioning Analysis
Marketing Communication
Objectives: Creating Brand
Marketing Awareness and Building Brand
Communicat Equity, Providing Information,
VIII
18 ion Planning Increasing Sales, Differentiating the
Process Brand, Influencing Consumer
Behavior – Budget Planning –
Developing a Marketing
Communications Program: Selection
of Marketing Communications Mix,
Creative Strategy, Media Decisions
– Evaluation and Control of
Marketing Communication
Programs
126
Chapter
Name
19 Market Research Process: Defining
the Problem, Designing the
Research Plan, Collecting the Data,
Analyzing the Data and Preparing
Research Report – Marketing
Communications Research:
Competitor Communications
Strategy Research, Communications
Content Research – Advertising
Marketing Research: Advertising Strategy
Communicat Research, Ad Copy Research, Ad
IX
20 ions Campaign Evaluation Research –
Research Sales Promotion Research:
Effectiveness
Direct Marketing Research – Whom

to Direct Market?, How to Direct
Market? – Public Relations
Research –Media Research:
Functions of Media Research,
Model for Making Better Media
Decisions
Newspapers and Advertising:
Advantages of Newspaper
Advertising, Disadvantages of
Newspaper Advertising, Advertising
Options in Newspapers, Advertising
Rates in Newspapers – Magazines
and Advertising: Advantages of
Magazine Advertising,
Disadvantages of Magazine
Mass Media
21 X Advertising, Media Space Buying in
Promotions
Magazine – Radio and Advertising:
Advantages of Radio Advertising,
Disadvantages of Radio Advertising,
Media Space Buying in Radio –
Television and Advertising:
Advantages of Television
Advertising, Disadvantages of
Television Advertising, Media Space
127
Chapter
Name
22 Brands And Their Significance:
23 Attributes, Benefits, Values, Target
User, Personality, Culture,
Categories of Brands –
Characteristics of Successful
Brands– Role of Brands– Branding
Strategies: Line Extensions, Brand
Extensions, Corporate Branding, Asian paints:
Brand Multi–Branding, Co–Branding The
XI Managemen Brand Equity: Managing Brand power of
24 t Equity – Brand Loyalty – Brand corporate
Awareness – Perceived Quality – branding
Brand Associations
Branding and Marketing
Communications – International
Branding Considerations – Brand
Management During Recessions –
Corporate Image and Brand
Management
25 Definition of Integrated Marketing
Communications – Drivers for
Integrated Marketing
Communications: Increasing
Advertising, Technological
Advances – Integration Process of
Integrated Marketing Communications:
Marketing Tactical Coordination of Marketing
XII Communication, Redefining the
26 Communicat
ions Scope of Marketing Communication
Use of Information Technology,
Financial and Strategic Integration –
Barriers to IMC: Top Management
Support, Organizational Barriers,
Cultural Barriers – Ways for
Successful Implementation of IMC:
Organizational Culture, Client
Agency Relationship, Collaborative
Strategy
27 XIII Ethical Social Responsibility – Ethics in
Issues in Advertising: Puffery, Taste,
Marketing Stereotyping, Advertising to
Communicat Children, Promoting Unhealthy
ions Products, Subliminal Advertising –
Ethics in Sales Promotion: Contests
and Sweepstakes; Slotting
Allowances – Ethics in Advertising
Research – Ethics in Advertorials
and Infomercials – Regulations:
128
Chapter
Name
Self–regulation, Regulatory Bodies
– The Economic Effects of
Advertising: Consumer choice;
Competition; Product Costs and
Prices
28 Power of words, Message tree,
Intrapersonal Communication,
Interpersonal Communication,
Organizational Communication,
Employee External Communication
i–flex’s internal
XIV Communicat Communicating for higher branding
29 ions performance, hurdles in
communication, Connecting people
to strategy , Linking people to
strategy, Managing the
communication system
Importance of shareholders to a
corporate, Managing Mergers and
Investor Acquisitions, Importance of
30 XV Communicat communication for successful
ion mergers and acquisition, M & A
Communication process, Managing
communication during M & As
31 Public Relations – Types of Public
Relations, Corporate Public
Relations, Marketing Public
Relations – The Process of PR: Roche
Understanding Public Attitude,
Developing a PR Plan,
Implementing the PR Program
Public
XVI Measurement and Evaluation of PR
32 Relations
Effectiveness, PR Evaluation
Process – Tools for Measuring PR
Effectiveness, Tools for Measuring
PR Output, Tools for Measuring PR
Outtakes, Tools for Measuring PR
Outcomes – Role of Public
Relations in Crisis Management
Planning for crisis, trigger for crisis
The Firestone
Crisis plan implementation, Planning and
33 XVII Tire
Management Practice of crisis plan, handling
Controversy
media
129
CORPORATE COMMUNICATION – Study Plan
Chapter Topic References Page

Overview, Importance of Corporate
Communication, Importance of
communication in the context of change, Corporate
I to XVII
importance of communication in the Communication
context of crises, principles of effective
strategic communication
Model for developing integrated
Corporate Corporate PP. 14–
communication interventions, barriers for
Communications Communication 23
adopting integrated communication,–
Corporate Advertising, internal
communication, investor relationships, Corporate PP. 95
Government relationships and corporate Communication to102
philanthropy
Corporate
Effective media management PP.100
Communication
Corporate brands, PP. 3 –32
Product Brands to Corporate Brands PP. 33–41
Benefits of a corporate brand,
steps for successful corporate branding,
Framework for Corporate Branding –
Corporate strategic vision, organization culture, Corporate
Branding: corporate images; corporate branding in Branding
CB PP.3 –
practice – The case of British Airways,
32
integrating the organization to corporate
brand,
Corporate symbols
Stakeholders interpretation of corporate
symbols
Corporate Reputation, Reputation and
firms’ financial value, Reputation  Corporate
Quotient, Corporate Brand and reputation CC PP.
Communic 38–46
Reputation platforms, Corporate responsibility to ation
Management: society and other stakeholders, corporate CB 61–70
citizenship, factors influencing corporate  Corporate
reputation, Reputation Management, Branding
Measuring Corporate Reputation
130
Corporate advertising – Image advertising,
Advocacy advertising, Cause–related
advertising – Advantages and
Marketing MC PP.
Disadvantages of corporate advertising,
Communication 133–148
Comparative advertisement – Advantages
Corporate and Disadvantages of comparative
Advertising advertisements
Decoding corporate advertising, The
reputation building, targets of corporate Corporate CB PP.
advertising – Internal and External Branding 42–51
constituents
Advertising plan: Establishing advertising
objectives, Selecting the advertising
message, Set the advertising budget,
Developing the media strategy, Evaluating
advertising effectiveness; The briefing
Marketing MC PP.
process – Project management, Present
situation, Desired situation, Plan of action,
Target groups, Parameters for
measurement, Practicalities, Approvals,
The advertising production process –
Conceptualization, Execution, Evaluation
Advertising Corporate CC PP.
Goals of corporate advertising
objectives and Communication 47–51
planning Marketing MC PP.
Organization of advertising function
The advertising agency, Types of
Marketing MC PP.
Advertising agencies, Agency
compensation
Marketing Communications – Marketing
Communications Mix: Advertising, Sales
Promotion, Personal Selling, Publicity and
Sponsorships, Exhibitions, Packaging,
Marketing
Point–of–Purchase Displays, Internet, Marketing MC– PP.
Communications–
Word–of–Mouth, Corporate Identity – Communication 1–15
An Overview
Communication Mix: Stages in the
Product Life Cycle, Stages in Consumer’s
Adoption Process, Nature of Competition
– Marketing Communication Process
Marketing & Marketing Communications
– Marketing Communications Plan –
Marketing Situational Analysis: Competition, Market Marketing MC PP.
Communication Analysis, Customer Analysis, Positioning Communication 50 –63
Planning Process: Analysis – Marketing Communication
Objectives: Creating Brand Awareness and
Building Brand Equity, Providing
131
Information, Increasing Sales,
Differentiating the Brand, Influencing
Consumer Behavior – Budget Planning –
Developing a Marketing Communications
Program: Selection of Marketing
Communications Mix, Creative Strategy,
Media Decisions – Evaluation and Control
of Marketing Communication Programs
Market Research Process: Defining the
Problem, Designing the Research Plan,
Collecting the Data, Analyzing the Data
and Preparing Research Report –
Marketing Communications Research:
Competitor Communications Strategy
Research, Communications Content
Marketing Research – Advertising Research:
Marketing MC–PP.
Communications Advertising Strategy Research, Ad Copy
Research: Research, Ad Campaign Evaluation
Research – Sales Promotion Research:
Effectiveness – Direct Marketing
Research – Whom to Direct Market?,
How to Direct Market? – Public Relations
Research – Media Research: Functions of
Media Research, Model for Making Better
Media Decisions
Newspapers and Advertising: Advantages
of Newspaper Advertising, Disadvantages
of Newspaper Advertising, Advertising
Options in Newspapers, Advertising Rates
in Newspapers – Magazines and
Advertising: Advantages of Magazine
Advertising, Disadvantages of Magazine
Mass Media Advertising, Media Space Buying in Marketing MC–PP.
Promotions: Magazine – Radio and Advertising: Communication 149–167
Advantages of Radio Advertising,
Disadvantages of Radio Advertising,
Media Space Buying in Radio –
Television and Advertising: Advantages of
Television Advertising, Disadvantages of
Television Advertising, Media Space
Brands And Their Significance:
Attributes, Benefits, Values, Target User,
Brand Personality, Culture, Categories of Brands Marketing MC–PP.
Management – Characteristics of Successful Brands– Communication 299–320
Role of Brands– Branding Strategies: Line
Extensions, Brand Extensions, Corporate
132
Branding, Multi–Branding, Co–Branding
– Brand Equity: Managing Brand Equity –
Brand Loyalty – Brand Awareness –
Perceived Quality – Brand Associations –
Branding and Marketing Communications
– International Branding Considerations –
Brand Management During Recessions –
Corporate Image and Brand Management
Definition of Integrated Marketing
Communications – Drivers for Integrated
Marketing Communications: Increasing
Advertising, Technological Advances –
Integration Process of Marketing
Integrated Communications: Tactical Coordination of
Marketing MC–PP.
Marketing Marketing Communication, Redefining
Communications: the Scope of Marketing Communication, Communication 240–251
Application of Information Technology,
Financial and Strategic Integration –
Barriers to IMC: Top Management
Support, Organizational Barriers, Cultural
Barriers – Ways for Successful
Implementation of IMC: Organizational
Culture, Client Agency Relationship,
Collaborative Strategy
Social Responsibility – Ethics in
Advertising: Puffery, Taste, Stereotyping,
Advertising to Children, Promoting
Unhealthy Products, Subliminal
Advertising – Ethics in Sales Promotion:
Ethical Issues in Contests and Sweepstakes; Slotting
Marketing MC–PP.
Marketing Allowances – Ethics in Advertising
Communications: Research – Ethics in Advertorials and
Infomercials – Regulations: Self–
regulation, Regulatory Bodies – The
Economic Effects of Advertising:
Consumer choice; Competition; Product
Costs and Prices
133
Power of words, Message tree, CC PP.
Intrapersonal Communication, 79–86
Employee
Interpersonal Communication,
Communications Organizational Communication, External CC PP.
Corporate
Communicating for higher performance Communication
hurdles in communication, Connecting CC–PP.
people to strategy , Linking people to 88–94
strategy, Managing the communication
system
Importance of shareholders to a corporate,
Managing Mergers and Acquisitions,
Investor Importance of communication for Corporate CC PP.
Communication successful mergers and acquisitions, M & Communication 69–78
A Communication process, Managing
communication during M & As---
Public Relations – Types of Public
Relations, Corporate Public Relations,
Marketing Public Relations – The Process
of PR: Understanding Public Attitude,
Developing a PR Plan, Implementing the
PR Program – Measurement and Marketing MC PP.
Public Relations:
Evaluation of PR Effectiveness, PR Communication 210–223
Evaluation Process – Tools for Measuring
PR Effectiveness, Tools for Measuring PR
Output, Tools for Measuring PR Outtakes,
Tools for Measuring PR Outcomes – Role
of Public Relations in Crisis Management
Planning for crisis, trigger for crisis plan
Crisis Corporate CC PP.
implementation, Planning and Practice of
Management: Communication 62–68
crisis plan, handling media
134
PERFORMANCE MANAGEMENT AND REWARD SYSTEMS

Objective: The course helps to gain in–depth knowledge of planning, measuring, evaluating
and implementing performance management system. It also gives an insight into reward
systems and recent trends in performance systems.
Performance Measurement and Reward
The Icfai University Press
Systems
Reference Book Author / Publication
Performance management– The new
Michel Armstrong/ Jaico publishing house
realities,
A Handbook of Reward Management Michel Armstrong/ Kogan Page India Pvt.
Practice Ltd
Performance Management and Appraisal
T.V. Rao/ Response Books
Systems
Appraising & developing managerial
T.V. Rao/ Excel Books
performance
Performance management–concepts, skills
Cardy, Robert. L
and exercises
Managing individual performance Aldwin, Kieran
Detailed Curriculum
The Foundation of performance management, Elements of effective
management performance management
Performance Appraisal– A conceptual Potential appraisal and HRD: Meaning of
framework: Concept and Definitions of Potential –Objectives of potential appraisal–
Performance appraisal system–Performance Significance of Potential Appraisal–
appraisal system –Objectives of Potential appraisal and performance
performance appraisal–Purposes of appraisal– Essential Qualities for appraising
performance appraisal–Process of the potential of an employee –Human
performance appraisal–Benefits of Resource Development: Concept and
performance appraisal– Limitations of Definition– Features of HRD–Objectives of
performance appraisal –Criteria for effective HRD– Essentials of HRD–Significance of
appraisal – Performance appraisal vs. HRD– Capabilities required for human
Performance management resources
Fundamental Aspects of Performance Performance Planning and Measurement
Management: Meaning and Definition of Performance planning: Meaning of
Performance Management–Process of performance planning–Need for
performance management– organizational Performance Planning–Considerations for
context; culture of an organization; Planning Individual Performance– Planning
functionality of an organization; individuals’ individual performance–Key Performance
job design; teamwork; organizational Areas (KPA); Key Result Areas;
development; purpose of value statements; Identification of Target; Action Plans; Goal
human resource management; strategic Setting
135
Measuring performance: Introduction– mapping– Competency and Performance–
Principles of measurement– Need for Tools to identify the competencies of the
performance measurement– Defining employees: Myers Briggs Type Indicator,
performance measures– Identification of Managerial Assessment of Proficiency,
performance measures, Output measures; Thomas DISC Profiling, Kundu Introversion
input measures; Criteria for performance and Extroversion Inventory–Guidelines for
measures– Classification of performance Effective Competency Mapping
measures– Measurement scales system– Performance appraisal for teams: Team:
Measurement issues –Expression of meaning & definition–Types of team–
measures– Focus of performance measures– Purposes of a team– Performance measures
Approaches to measure organizational for teams– Types of team measures– Team
performance: The Balanced Scorecard; The performance processes–Creating the culture
European Foundation for Quality of Teamwork– High Performing
Management model; Economic Value Organization
Added; Other measures – Types of Performance Evaluation
measures–Team; individual; Information for Performance counseling and problem–
measurement purposes– Performance data; solving: Meaning of Counseling–Definitions
Competency levels; Benchmarking; of counseling– Objectives of counseling–
Performance indicators– The ten dimensions Need for counseling– Essential conditions
of successful measurement for performance counseling– Process of
Tools for measuring performance: Tools performance counseling– Coaching: Aims
for appraising performance: Traditional of coaching–Process of coaching– The
Performance Appraisal: Purposes of coaching model–Performance problem–
Traditional Performance Appraisals, Graphic solving: Solving performance problems–the
Rating Scales Method– Confidential organization’s role–Solving performance
Report– Straight Ranking Method– Paired problems–the individual’s role–Managing
Comparison Method– Forced Distribution performance problems–Managing
Method– Grading System– Checklist underperformers–Managing problems at
Method– Critical Incident Method– Free performance review meetings
Essay Appraisal Method– Group Appraisal Evaluation and Maintenance of
Method– Modern and Developmental Performance: Areas of Evaluation– Check–
Performance Appraisal Methods: HR List for evaluation of performance
Scorecard– HR Accounting– Competency management– Evaluation methods: Review
Mapping– Assessment and Development meetings– Attitude surveys– Focus groups–
Centre– 360 Degree Appraisal– 540 Degree Performance monitoring: Objectives of
Appraisal– Management by Objectives monitoring and follow–up– Methods of
(MBO)– Behaviorally Anchored Rating Monitoring– Individual contact– Analysis of
Scale (BARS) forms– By Forming Departmental task
Competency Analysis and Competency forces and Line Manager Task Forces–
Mapping: History of Competencies– Departmental review meetings–
Meaning of Competence–Meaning of Questionnaire surveys– Presentation to top
Competency– Competence Analysis: management or head of departments–
Methods of analysis; Functional analysis– Comprehensive Reviews and Renewal
Competency Analysis: Approaches to Reward systems and performance
competency analysis: Expert opinion; Performance management and
structured interview; workshops; critical motivation: Definition of Motivation –
incident technique; repertory grid; job Importance of Motivation– the role of
competency assessment– Competency motivation in performance management–
mapping– Need of competency model– Performance and Motivation Theories:
Competency model development and Maslow’s needs hierarchy theory– Maslow’s
assessment– Process in competency needs hierarchy theory and performance–
136
Expectancy theory– Douglas McGregor’s Assessing job values and pay structure:
theory X and theory Y– Douglas Concept and definitions of Job evaluation–
McGregor’s theory and performance– Need for Job evaluation– Objectives of Job
McClelland motivation theory– Porter– Evaluation– Methods of Job Evaluation:
Lawler model of motivation Non–quantitative methods, Quantitative
Reward and recognition: Meaning and methods – Importance of Pay– Objectives of
Pay– Pay Structure: Characteristics of pay
Definition of reward–Purposes of Rewards– structures–Aims of pay structures–Types of
– Incentives Vs. Rewards– Incentives: – structures–Broad Banding: Developing a
Advantages of incentives– Disadvantages of broad banded pay structure, Advantages and
Incentive–Types of incentives– Financial disadvantages of broad banding
Incentives– Non– financial Incentives– Performance, competence and skill based
pay: Introduction– Performance based pay–
Types of Non– Financial Incentives– Bases
Types of performance based pay–
for determining incentives– Factors Competence related pay– Skill–based pay–
affecting levels of pay incentive schemes: Shop–floor incentives –
Reward Management: Meaning of Reward Payment by results–Sales force incentive
Management– Reward Management and schemes– Executive Pay– Team based pay:
Profit sharing– Gain sharing– Employees
HRM– Reward strategy – Purpose and
Stock Ownership Plan(ESOP)
criteria of reward strategy– Characteristics Recent Trends in Performance Appraisal
of reward strategy–Developing reward System
strategy–Evaluating the effectiveness of Future performance appraisal system:
reward strategy– Reward Policies–Reward Introduction–Recent trends in performance
Management Process– Evaluating the appraisal system: Number– less performance
appraisals, Subordinate appraisals, upward
reward system
feedback–Other trends in present scenario.
137
Topic Sessions
Pre–Mid Sem
Performance Appraisal – A conceptual framework 2
Fundamental Aspects of Performance Management 2
Potential Appraisal and HRD 2
Performance Planning 2
Measuring Performance 2
Tools for Measuring Performance 3
Competency Analysis and Competence Mapping 3
Post–Mid Sem
Performance Appraisal for Teams 2
Performance Counseling and Problem– Solving 2
Evaluation and Maintenance of Performance 2
Performance Management and Motivation 2
Reward and Recognition 2
Reward Management 2
Assessing Job Values and Pay Structure 2
Performance, Competence and Skill Based Pay 2
Recent Trends in Performance Appraisal System 1
Total 33
138
Course Code : HRE621 Course : PMRS
Chapter
Session Chapter Contents Case Study
Name
Pre–Mid Sem
1 Concept and Definitions of
Performance appraisal system– Appraisal:
Performance appraisal system – Implementation
Objectives of performance appraisal– Makes a
Performance Purposes of performance appraisal– Difference
appraisal: A Process of performance appraisal
I
2 conceptual
framework Benefits of performance appraisal–
Limitations of performance appraisal –
Criteria for effective appraisal –
Performance appraisal vs.
Performance management
3 Meaning and Definition of
Performance Management– Process of Performance
performance management–
Management at
organizational context; culture of an
Pratham
organization; functionality of an
Fundamental organization; individuals’ job design; Cements
aspects of teamwork
II
4 performance SAB Millers
management organizational development; purpose Human Capital
of value statements; human resource
proposition–
management; strategic management,
Institutionalizing
Elements of effective performance
management a performance
culture
5 Meaning of Potential –Objectives of
potential appraisal–Significance of
Potential Appraisal– Potential
appraisal and performance appraisal–
Essential Qualities for evaluating the
Potential potential of an employee
III appraisal and
6 HRD Human Resource Development:
Concept and Definition– Features of
HRD–Objectives of HRD– Essentials
of HRD–Significance of HRD–
Capabilities required for human
resources
7 Meaning of performance planning–
Need for Performance Planning–
Considerations for Planning Individual
Performance Performance– Planning individual
IV performance– Key Performance Areas
8 planning
(KPA)
Key Result Areas– Identification of
Target – Action Plans–Goal Setting
139
Chapter
Name
9 Introduction– Principles of
measurement– Need for performance
measurement– Defining performance
measures– Identification of
performance measures; Output EVA and
compensation
measures; Input measures– Criteria for
management
performance measures– Classification system at TATA
of performance measures– consultancy
Measurement scales system–
Measurement issues –Expression of
measures– Focus of performance
Measuring measures
10 V
performance
Approaches to measure organizational
performance: The Balanced Scorecard;
The European Foundation for Quality
Management model; Economic Value
Added; Other measures Balanced
Scorecard
Types of measures–Team; individual– Implementation
Information for measurement at Visual Inc.
purposes– Performance data;
Competency levels; Benchmarking;
Performance indicators– The ten
dimensions of successful measurement
11 Tools for appraising performance:
Traditional Performance Appraisal:
12 Purposes of Traditional Performance
Appraisals, Graphic Rating Scales
Method– Confidential Report–
Straight Ranking Method– Paired
Comparison Method –Forced
Distribution Method– Grading
System– Checklist Method– Critical Human
Tools for Incident Method– Free Essay Resource
VI measuring Appraisal Method– Group Appraisal Accounting in
performance Method INFOSYS–
13 Modern and Developmental
Performance Appraisal Methods: HR
Scorecard– HR Accounting–
Competency Mapping– Assessment
and Development Centre
360 Degree Appraisal– 540 Degree
Appraisal– Management by Objectives
(MBO)– Behaviorally Anchored
Rating Scales (BARS)
140
Chapter
Name
14 History of Competencies–Meaning of
15 Competence–Meaning of
Competency– Competence Analysis:
Methods of analysis; Functional
analysis–
Competency Analysis: Approaches to
competency analysis: Expert opinion;
structured interview; workshops;
critical incident technique; repertory
grid; job competency assessment– Wipro’s
VII Competency mapping– Need of PCMM–Level 5
16
Competency competency model– Competency Certification
analysis and model development and assessment–
competency Process in competency mapping–
mapping Competency and Performance– Tools
to identify the competencies of the
employees: Myers Briggs Type
Indicator, Managerial Assessment of
Proficiency, Thomas DISC Profiling,
Kundu Introversion and Extroversion
Inventory–Guidelines for Effective
Competency Mapping
Post–Mid Sem
17 Change
Team: meaning & definition–Types of Management:
team– Purposes of a team– Improving
Performance measures for teams Organizational
Performance Performance
VIII appraisal for
18 Performance
Teams Types of team measures– Team Management
performance processes–Creating the
and
culture of Teamwork– High
Performing Organization– Organizational
Change
19 Meaning of Counseling– Definitions
of counseling– Objectives of
counseling– Need for counseling–
Essential conditions for performance
counseling– Process of performance
counseling
Performance
IX counseling Coaching: Aims of coaching–Process
and problem– of coaching– The coaching model
solving Performance problem–solving:
20
Solving performance problems–the
organization’s role–Solving
performance problems–the
individual’s role–Managing
performance problems–Managing
underperformers–Managing problems
at performance review meetings
141
Chapter
Name
21 Introduction– Areas of Evaluation–
Check–List for evaluation of
performance management– Evaluation
methods: Review meetings– Attitude
surveys– Focus groups
Evaluation
and Performance monitoring– Objectives
Maintenance of monitoring and follow–up–
X of Methods of Monitoring– Individual
Performance contact– Analysis of forms– Forming
22 Departmental task forces and Line
Manager Task Forces– Departmental
review meetings– Questionnaire
surveys– Presentation to top
management or head of departments–
Comprehensive Reviews and Renewal
23 Definition of Motivation –Importance
of Motivation– the role of motivation
in performance management–
Morgeld in a
Performance and Motivation Theories:
Queer Company
Performance Maslow’s needs hierarchy theory–
management Maslow’s needs hierarchy theory and
XI and performance
24 motivation Expectancy theory– Douglas
McGregor’s theory X and theory Y– Quality of Work
Douglas McGregor’s theory and Life and
performance–McClelland motivation Employee
theory– Porter–Lawler model of Productivity
motivation
25 Human
Meaning and Definition of reward–
Resource
Purposes of Rewards– – Incentives Vs.
management
Rewards– Incentives: –Advantages of
best practices at
incentives– Disadvantages of
the FedEX
Incentives
Reward and corporation–
XII
26 recognition Types of incentives– Financial
Incentives– Non– financial Performance
Incentives– Types of Non– Financial Appraisal: A
Incentives– Bases for determining Tool for
incentives– Factors affecting levels of Motivation?
pay
Meaning of Reward Management–
27 Reward Management and HRM– Human
Reward strategy – Purpose and criteria Resource
of reward strategy– Characteristics of management–
Reward reward strategy–Developing reward Best in Infosys
XIII Management strategy–Evaluating the effectiveness technologies
28 of reward strategy– Reward Policies
Managing
Reward Management Process–
Attrition at GK
Evaluating the reward system
Group
142
Chapter
Name
29 Concept and definitions of Job
evaluation– Need for Job evaluation–
Objectives of Job Evaluation–
Methods of Job Evaluation: Non–
quantitative methods, Quantitative
methods – Importance of Pay– The CEO
Assessing job Objectives of Pay Compensation
XIV
30 values and controversy
Pay Structure: Characteristics of pay
pay structure
structures–Aims of pay structures–
Types of structures–
Broad Banding: Developing a broad
banded pay structure, Advantages and
disadvantages of broad banding
31 Employee
Introduction– Performance based pay–
Recognition
Types of performance based pay–
Programs for
Competence related pay– Skill–based
Better Customer
Performance pay
Service
Competence
XV and skill Incentive Schemes: Shop–Floor
32 based pay Incentives –Payment By Results– –
Sales Force Incentive Schemes– ESOPS–a tool of
Executive Pay– Team Based Pay: employee
Profit Sharing– Gain Sharing– retention
Employee Stock Ownership
Plan(ESOP)
Introduction–Recent trends in
Future performance appraisal system:
performance Number– less performance appraisals,
33 XVI
appraisal Subordinate appraisals, upward
feedback–Other trends in present
scenario
143
TRAINING AND DEVELOPMENT
Objectives:: The course throw light on the basic process of training, principles of learning,
designing a training program, evaluating a training program, organizing an effective training
program and emerging trends in training and development which help the student to be
conversant with the concept.
Training and Development The Icfai University Press
Lynton, R.P., & Pareek, U. New Delhi/
Training for Development
Vistaar Publications.
A handbook of training management Robinson, K. R. New Delhi/ Aditya Books.
An A–Z training and development Potts, M. Koganpage.
The art of training and development
Rae, L. New Delhi/ Crest Publishing House.
management
Training interventions – managing employees Reid, M. A., Barrington, H. New Delhi/ Jaico
development Publishing House.
Detailed Curriculum
FOUNDATIONS OF TRAINING AND Meaning of Performance Appraisal –
DEVELOPMENT Purpose of Performance Appraisal –
Introduction to Training and Significance of Performance Appraisal –
Objectives of Performance Appraisal ––
Development: Meaning, Definition, Scope
Performance Appraisal Process – Methods
of Training – Objectives of Training –
of Performance Appraisal – Post Appraisal
Assumptions about Training – Basic
Interviews and Feedback
Purposes of Training –Functions of Training
– Benefits of Training – Training and Learning and Development: Concept of
Education – Training and Development – Learning – Definitions of Learning – Need
Distinctions Between Training and for Individuals to Learn – Need for higher–
Development order skills–Principles of Learning – Issues
in Learning: Pedagogy – Andragogy – Adult
Training and Training Needs Assessment: Learning – Features of Adult Learner –
Training needs assessment– The reasons for Learning Theories: Gestalt Theory – Social
training needs assessment– levels of training learning theory – Methods of Learning –
needs assessment: organizational analysis, Stages in Learning Process – Key Attributes
Task analysis, Individual analysis– steps in of Learning Process – Elements in Learning
the ends assessment process– Techniques for Process – Outcomes of Learning – Learning
investigating organizational and personal Environment – Learning Imperatives and
needs – Advantages of Training Needs Strategic Alignment – Training and
Assessment – Competency Mapping – Education –As Approaches to Learning
Competency Model – Implementing the TRAINING PROGRAM DESIGN
Competency Model – Mapping Career Path
Training Strategy: Strategic Issues of a
Through Competency Assessment
Training Program – Basic phases of a
Performance Appraisal and Training: training program – Modalities in training –
Performance Appraisal and Training Needs – Training Objectives – Elements of
144
Objectives – Advantages of Training Training and Development Effectiveness:
Objectives – Writing Training Objectives – Need for Effective Training – Factors for
Training Design – Perspectives for Effecting Training – Evaluation of ‘Impact’
Designing Training Programs – Factors in of a Training Program – Quality of Work
Designing Training Programs – Process of Life – Measurement of Trainee Behavior
Training Design – Modular–Approach–to– before and after Training Program – Cost
Program
and Value Effectiveness – Ten Steps to
Training Methods and Techniques: Maximize the Effectiveness of Training.
Objectives of Training Methods –
Approaches to Training – Principles of Training and Training System Design:
Effective Learning and Training Methods – Critical Issues in Training – Tasks of
Delivery Skills and Program Management – Training System – Dynamics of Developing
Factors in the Selection of Training Methods Training Systems – Training Environment –
– Training Methods – On–The–Job –Off– Action Research for Training – Trainer –
the–Job – Experiential Learning Method – Researchers
Outward Bound Learning Method – PERSPECTIVES AND EMERGING
Induction Training Practices – Training Aids TRENDS
– Non–Projected Aids – Projected Aids –
Audio–Visual Aids Management Development Program:
Definition of Management Development:
Trainer and Training Styles: Roles of a
Trainer –Personality of Trainer –Behavior of Concept and Significance – Management
trainer–Dilemmas of trainer– Attributes of Development Program Process –
Training Program – Challenges before Organizing and Implementing Management
trainers – Trainer’s styles: Unique, Development Programs and Executive
Appropriate and Flexible –– New Development Programs – Methods of
Opportunities in Training: Distance Management Development and Executive
Learning , Programmed Learning Development Programs – Evaluating
Training Administration: Importance of Management Development Programs and
Training Administration – Training Executive Development Programs – Pre–
Administration procedure – Implementation requisites to Effective Management
of Training Plan – Training Budget – Budget Development Programs
categories – Training Department Report
Trainer as a Change Agent: Change Agent
EVALUATION OF TRAINING –Analyzing and Defining Problems – Skills
PROGRAM of an Effective Trainer – Dilemmas of a
Training Evaluation and ROI: Definition Trainer – Challenges before Trainers –
of Training Evaluation – Objectives and Knowledge Management – Role of Training
Benefits of Training Evaluation –Purposes in Knowledge Management – Difficulties in
of Training Evaluation – Criteria for Knowledge Management – Future of
Training Evaluation – Process of Training Knowledge Management
Evaluation – Approaches to Training Emerging Trends in Training and
Evaluation – Aspects of Training Evaluation Development: Current Trends in Training –
– Failure of Training Evaluation – Return Computer–Assisted Training Programs –
on Investment(ROI) – T&D investment – Computer–Based Training Programs – Web
Process of calculating ROI – Costs Design and Internet–Based Training – Technology
& Development – Forecasting and Based Training – E–Learning – E–Learning
Measuring Benefits – Calculating ROI – Vs. Online Learning
Payback period – Criteria for Measuring
Training Success
EFFECTIVENESS OF TRAINING AND
DEVELOPMENT
145
Topic Sessions
Pre–Mid Sem
Introduction to Training and Development 2
Training and Training Needs Assessment 2
Performance Appraisal and Training 2
Learning and Development 2
Training Strategy 2
Training Methods and Techniques 3
Trainer and Training Styles 3
Post–Mid Sem
Training Administration 2
Training Evaluation and ROI 3
Training and Development Effectiveness 2
Training and Training System Design 2
Management Development Program 3
Trainer as a Change Agent 3
Emerging Trends in Training and Development 2
Total 33
147
Chapter
Name
Pre–Mid Sem
1 Meaning, Definition , Scope of
Training – Assumptions about
Training – Basic purposes of
Diversity
Introduction to Training
Training at
I Training and Functions of Training–Benefits of
2 TOYS “R” Us,
Development Training – Training and Education
Inc.
–Training and Development–
Distinctions Between Training and
Development
3 Training needs assessment– The Training and
reasons for training needs Development
assessment– levels of training at Godrej
needs assessment: organizational
analysis, Task analysis, Individual
analysis–
steps in the ends assessment
Training and process– Techniques for
4 II Training Needs
investigating organizational and
Assessment
personal needs – Advantages of
Training Needs Assessment –
Competency Mapping–Competency
Model–Implementing the
Competency Model–Mapping
Career path through competency
assessment–The test procedure
5 Performance Appraisal and
Training Needs –Meaning of
Performance Appraisal–Purpose for
Performance Appraisal–
Significance of Performance
Performance
Appraisal– Objectives of
III Appraisal and
6 Performance Appraisal
Training
–Performance Appraisal process–
Methods of Performance
Appraisal–Methods of Performance
Appraisal–Post Appraisal
Interviews and Feedback
148
Chapter
Name
7 Concept of Learning–Definitions of
Learning–Need for Individuals to
Learn– Needs for higher–order
skills–Principles of Learning –
Issues in Learning: Pedagogy–
Andragogy– Adult Learning–
Features of Adult Learner–Learning
Theories; Gestalt Theory–Social
Learning and Learning theory–Methods of
IV
8 Development Learning
Stages in Learning Process –Key
Attributes of Learning Process–
Elements in Learning Process –
Outcomes of Learning–Learning
Environment–Learning Imperatives
and Strategic Alignment – Training
and Education–As approaches to
Learning
9 Strategic Issues of a Training
Program–Basic phases of a training
program–Modalities in training–
Training Objectives–Elements of
Objectives–Advantages of Training Training and
Training Objectives –Writing Training
V Development:
10 Strategy Objectives–Training Design– The GE Way
Perspectives for Designing Training
Programs – Factors in Designing
Training programs–Process of
training design–Modular Approach
to program
11 Objectives of Training Methods–
12 Approaches to Training–Principles
of Effective Learning and Training
Methods
Delivery Skills and Program
Management–Factors in the E–Learning
Training Selection of Training Methods–
initiatives at
VI Methods and Training Methods– On–the–Job –
Off–the–Job Motorola
13 Techniques
Experiential Learning Method –
Outward Bound Learning Method –
Induction Training Practices –
Training Aids – Non–Projected
Aids – Projected Aids – Audio–
visual aids
149
Chapter
Name
14 Roles of a Trainer –Personality of
15 Trainer
Behavior of trainer–Dilemmas of
trainer– Attributes of Training
Trainer and Program
VII
Training Styles Challenges before trainers –
16
Trainer’s styles: Unique,
Appropriate and Flexible –– New
Opportunities in Training: Distance
Learning, Programmed Learning
Post–Mid Sem
17 Importance of Training
Administration–Training
Administration procedure–
Training Implementation of Training Plan
VIII
18 Administration
Training Budget–Budget
categories–Training Department
Report
19 Definition of Training Evaluation –
20 Objectives and Benefits of
Training Evaluation – Purposes of
Training Evaluation – Criteria for
Training Evaluation
Process of Training Evaluation –
Approaches to Training Evaluation Small Industry
Training
– Aspects of Training Evaluation – Extension
IX Evaluation and
Failure of Training Evaluation Training
21 ROI
Return on Investment (ROI)–T&D Institute
investment–Process of calculating
ROI–Costs Design &
Development–Forecasting and
Measuring Benefits – Calculating
ROI–Payback period–Criteria for
Measuring Training Success
22 Need for Effective Training–
Factors for Effective Training
Evaluation of ‘Impact’ of a Training
Program–
Training and
X Development Quality of Work life–Measurement
23 Effectiveness of Trainee Behavior before and
after Training program–Cost and
Value Effectiveness–Ten Steps to
maximize the Effectiveness of
Training
24 Critical issues in training–Tasks of
Training System– Dynamics of
Training and Developing Training Systems
XI Training
25 Training Environment–Action
System Design
Research for Training– Trainer
Researchers
150
Chapter
Name
26 Definition of Management
Development: Concept and
Significance – Management
Development Program Process Leadership
Management
Organizing and implementing Training and
XII Development
27 Management Development Development
Program at BBC
Programs and Executive
Development Programs – Methods
of Management Development and
Executive Development Programs
Evaluating Management
Development Programs and
Executive Development Programs–
28
Pre–requisites to Effective
Management Development
Programs
29 Change Agent– Analyzing and
30 Defining Problems
Skills of an Effective Trainer–
Dilemmas of a Trainer–Challenges Knowledge
Trainer as a before Trainers management
XIII Change Agent Knowledge Management –Role of initiatives at
31 TCS
Training in Knowledge
Management–Difficulties in
Knowledge Management–Future of
Knowledge Management
32 Current Trends in Training–
Computer–Assisted training
Emerging programs–Computer–based training Training
Trends in programs– Web and Internet Based Employees of
XIV Training
33 Training & IBM through
Development Technology Based Training–E– E–Learning
Learning–E–Learning Vs. Online
Learning
151
LEADERSHIP SKILLS & CHANGE MANAGEMENT
Program : MBA Semester : IV
Class of : 2009 Credit : 3 units
Objective: The course focuses on different leadership styles and the competencies required for
a good leader. It also throws light on understanding and implementing change as well as the role
of change agents.
Text Book Author / Publication
Leadership Skills & Change Management The Icfai university Press
Reference Book Author / Publication
Rustom S Davar / UBS Publishers &
Creative Leadership
Distributers
Organizational Behavior Fred Luthans / Tata Mc Graw Hill
Leadership: Research Findings, Practice Du Brin A J-Houghton Mifflin company,
and skills 1998
Managing Change-A Human Resource Thornhill A, Lewis P, Millmore M &
Strategy Approach Saunders M/ Printice Hall , 2000
John Adair-Viva books Private Limited/
Inspiring Leadership
First Indian edition 2003
Detailed Curriculum
THE MYSTIQUE OF LEADERSHIP Democratic Style, Pacesetting Style, Expert
Understanding Leadership: The Style, Manipulative Style, Bureaucratic
Difference between Leadership and Style, Participative Style, Likert’s Four
Management, Leadership provides a Styles: System 1 Management, System 2
Direction for Change while Management Management, System 3 Management,
deals with Planning and Budgeting, System 4 Management, Tannenbaum &
Leadership Deals with Aligning People Schmidt Continuum of Leadership Behavior,
while Management deals with Organizing The Patterns of Behavior, Leader as an
and Staffing, Leadership Motivates People Announcer, Leader as a Seller, Leader as a
while Management Controls and Solves Clarifier, Leader as a Senior Partner, Leader
Problems, Evolution of Leadership as a Seeker, Leader as an Equal Partner,
Theories-Trait Theories, Behavioral Leader as a Follower - The Impact of
Theories, The Ohio State Studies, University Leadership Styles on Work Climate
Of Michigan Studies, The Managerial Grid, Leadership Skills and Tactics: Persuasion
Scandinavian Studies, Contingency skills-Skeptics- How to persuade Skeptics,
Approaches to Leadership, Fiedler’s Charismatics - How to persuade
Contingency Model, Hersey and Blanchard’s Charismatics? Followers- How to persuade
Situational Theory-Leader-Member Followers? Controllers - How to persuade
Exchange Theory, Leadership-Participation Controllers? Thinkers- How to persuade a
Model, Path-Goal Theory-Attributes of Thinker? Motivational skills -General
Effective Leaders-Self-Awareness, Self- methods of motivation-Truth as the Highest
Regulation, Motivation, Empathy, Social Virtue, Desire to be Great, Communicate,
Skills Sharing the burden of Risk, Motivating by
Leadership Styles: Leadership Styles- Caring, Motivating people at different
Authoritative Style, Autocratic Style, levels, Motivating by setting Difficult Goals,
Benevolent Style, Coaching Style, Motivating in times of Emergency-
152
Motivating frontline people: lessons from about first impressions, Spend time together,
the US Marines, Invest to inculcate Core Frame necessary guidelines to govern team
Values, Prepare everybody to Lead, behavior, Promote a culture of urgency and
Differentiate between Teams and Single- high standards, Value contribution and
Leader Work Groups, Motivating Problem positive feedback, Identify tasks that can be
people-Learn more about Them, Yourself, accomplished immediately, Let the team
and Situation, Have a range of Alternatives, define purpose and goals, Team Learning-
Have a Formal one-to-one session, Conflict Conflicts, Defensive routines, Overcoming
Resolution Skills, Leadership Tactics-I.A defensive routines
Model of Power and Influence, Leadership Succession: Leadership
Relationships beyond the chain of succession-an overview, Importance of the
command, Relations with subordinates, right CEO, Insider Vs Outsider for CEO job,
Relations with superiors, A model of Choosing the Right CEO- Involve the whole
Effectiveness and Influence-Setting agendas, board of directors, Directors should design
Building network, Implementing agendas detailed criteria for the successor, Boards
The Making of a Leader: The Making of a should be given the option to choose from a
Leader-Learning from Experience, list of outside candidates also, along with
Developing Next Generation Leaders insiders, Directors should base succession
-Context Specific, Level Specific, Use of decisions on real human interaction, Boards
role models, Dramatic, Learning Value, should not rely too much on headhunters
Storytelling in Practice - Tying Leadership while scouting for candidates from outside,
Development to Organizational Goals- Boards should have an open and fair
Consciousness, Future, Orientation, process, Smart human resources people
Execution, Integration, Evaluation of should be involved, Succession planning
development efforts should be a continuous process, Women
PATH TO LEADERSHIP CEOs
Leading a Learning Organization: LEADERSHIP CULMINATION
Learning, The Learning Organization- Level 5 Leadership: Classification of
Innovative Learning, Peep into the past, Leaders-The Level 5 Leader, The Level 4
Controlled experiments, learning from Leader, Characteristics of Level 5 Leaders,
others’ experiences, learning through Fierce will, Compelling humility-Operating
analysis, learning through formal and Style of Level 5 Leaders-First who then
informal means, Unlearning, Leading a What, Have faith, face hard facts, Hedgehog
Learning Organization-Leader as a Designer, concept, Discipline Vs Freedom, Adopting
Leader as a Teacher, Leader as a Steward technology
Coaching Leaders: Demystifying coaching, Narcissistic Leaders: Understanding
the leader as a coach, improving as a coach, Narcissism - Characteristics of Narcissistic
What can a coach do to be a better coach? Leaders - Compelling vision, Charisma,
Developing Performing Teams: Moving Closeness leads to Isolated, Emotionally
from command and control to teamwork, isolated, Lack of empathy, Bad mentors,
Understanding teams and teamwork, Relentless and ruthless, Workaholics,
Principles of Great Teams- Shared dream, Loyalty towards organization, Power hungry
Mission is bigger than ego, Protection from - Operating Style of a Narcissistic Leader -
leaders, Fostering enmity, Dare to be Manipulative, Controls communication,
different, Pain & suffering, Strong leaders, Controls decision-making, Builds empire,
Meticulous recruiting, Young and energetic, Craves visibility, Blames others for failures -
Great teams deliver, Team Size & Skills- Balancing a Narcissistic Leader
Composition of teams, Leadership Leadership Challenges: Challenges of
approaches that foster performance- Recruit Knowledge Work-Realities of the E-
for skill & skill potential, Be concerned commerce Environment - Problems of
153
diversity Factors that lead to increased to the Vision, Confront Errant Managers,
diversity, Fostering creativity through Scoring Short-Term Wins, Consolidating
diversity Change - Understanding Organizational
CHANGE MASTERY Culture - Formation of Organizational
Culture- Role of Founders in the Formation
Understanding Change: Evolution of an of Organizational Culture - The Need to
Organization-The Creativity Stage, The Change Culture - Changing The Culture-
Stage of Direction - Setting, The Stage of Changing Culture by Changing Mental
Decentralization, The Stage of Coordination, Models, Changing Beliefs
The Stage of Collaboration - Factors that
Inhibit Change-Classification of Change- Change Agents: CEOs as Change Agents-
Dramatic Change, Systematic Change, Middle - Level Managers as Change Agents-
Organic Change-Mode of Change- HR Personnel as Change Agents -
Revolution, Reform, Educated Reform, Traditional Role in New Circumstances -
Energized Reform, Planned Reform, New Role amid New Circumstances -
Rejuvenation, Inadvertent Rejuvenation, Consultants as Change Agents
Imperative Rejuvenation, Steady Disruptive Innovation: The Rise and Fall
Rejuvenation, Driven Rejuvenation of Great Companies, Disruptive Innovation,
Implementing Change: Transforming an Factors that Affect Disruptive Innovation,
Organization - Establishing a Sense of Taking Root in Disruption, Degree of
Urgency, Creating a Guiding Coalition, Integration, Leveraging the Right
Developing a Vision and Strategy for Capabilities, Bringing Simplicity and
Change, Communicating the Change Vision, Convenience to Customers, Creating the
Empowering Employees for Broad - Based Capabilities to Cope with - Disruptive
Action - Ensure Compatibility between the Innovation, Building a New Structure in an
Structure and the Change Vision, Train Existing Organization, Creating a Spin-off,
Employees, Align Organizational Systems Acquiring an Organization, Target Market
for Disruptive Innovation.
154
Topic Sessions
PRE-MID SEM
Understanding Leadership 3
Leadership Styles 2
Leadership Skills & Tactics 3
The Making of a Leader 2
Leading a Learning Organization 2
Coaching Leaders 2
Developing Performing Teams 2
POST-MID SEM
Leadership Succession 2
Level 5 Leadership 2
Narcissistic Leaders 2
Leadership Challenges 2
Understanding Change 2
Implementing Change 3
Change Agents 2
Disruptive Innovation 2
Total 33
155
Course Code : HRE632 Course : Leadership Skills and
Change Management
Semester : IV Duration : 1 hr 15min
Session Chapter
Chapter name Contents
No No
PRE-MID SEM
1 The difference between Leadership and
2 Management, Leadership provides a
direction for change while Management
deals with Planning and Budgeting,
Leadership deals with Aligning People
while Management deals with Organizing
and Staffing, Leadership motivates people
while management controls and solves
problems
(Case study: Steve Jobs- The Silicon
Valley Pioneer)
Understanding Evolution of leadership theories-Trait
I
Leadership Theories,
3 Behavioral Theories, The Ohio state
studies, University of Michigan studies,
The Managerial grid, Scandinavian studies,
Contingency approaches to leadership,
Fiedler’s contingency model, Hersey and
Blanchard’s Situational Theory
Leader-member exchange theory,
Leadership-participation model, Path-Goal
theory - Attributes of Effective Leaders -
Self-awareness, Self-regulation,
Motivation, Empathy, Social Skills
4 Leadership Styles-Authoritative Style,
Autocratic Style, Benevolent Style,
Coaching Style, Democratic Style,
Pacesetting Style, Expert style,
Manipulative Style, Bureaucratic Style,
Participative Style
Likert’s four styles: System 1 Management,
System 2 Management, System 3
Management, System 4 Management
II Leadership Styles Tannenbaum & Schmidt continuum of
5 leadership behavior, The Patterns of
Behavior, Leader as an announcer, Leader
as a seller, Leader as a clarifier, Leader as a
senior partner, Leader as a seeker, Leader as
an equal partner, Leader as a follower, The
impact of leadership styles on work climate
(Case study: HP’s Strategy and
Operations under Carly Fiorina and Mark
Hurd)
156
Session Chapter
No No
6 Persuasion Skills-Skeptics- How to
persuade Skeptics, Charismatics- How to
persuade Charismatics? Followers- How to
Persuade Followers? Controllers - How to
Persuade Controllers? Thinkers- How to
Persuade a Thinker?
Motivational Skills -General Methods of
Motivation - Truth as the Highest Virtue,
Desire to be Great, Communicate, Sharing
the burden of Risk, Motivating by Caring,
Leadership Skills & Motivating people at Different levels,
7 III
Tactics motivating by setting Difficult Goals.
Motivating in times of Emergency-
Motivating Frontline people: lessons from
the US Marines, Invest to inculcate Core
Value, Prepare everybody to Lead,
Differentiate between Teams and Single-
Leader Work Groups, Motivating Problem
People - Learn more about Them, Yourself,
and Situation, Have a range of Alternatives,
Have a Formal one-to-one session
(Case study: Evolution of Infosys)
Conflict Resolution Skills, Leadership
Tactics-I - A Model of Power and Influence,
Relationships beyond the chain of
command, Relations with subordinates,
8 IV
Relations with superiors, A model of
Effectiveness and Influence-Setting
agendas, Building network, Implementing
agendas
9 The Making of a Leader -Learning from
Experience, Developing Next Generation
Leaders - Context Specific, Level Specific,
Use of Role Models, Dramatic, Learning
The Making of a Value, Storytelling in Practice
V
10 Leader Tying Leadership Development to
Organizational Goals- Consciousness,
Future, Orientation, Execution, Integration,
Evaluation of Development Efforts
(Case study: The Ramoji Group)
11 Learning - The Learning Organization-
Innovative Learning, Peep into the Past,
Controlled Experiments, Learning from
others’ Experiences, Learning through
Leading a Learning
VI Analysis, learning through Formal and
12 Organization
Informal Means, Unlearning
Leading a Learning Organization - Leader
as a Designer, Leader as a Teacher, Leader
as a Steward
157
Session Chapter
No No
13 Demystifying Coaching - The Leader as a
Coach
VII Coaching Leaders
14 Improving as a coach, what can a coach do
to be a better coach?
15 Moving from Command and Control to
Teamwork - Understanding Teams and
Teamwork - Principles of Great Teams -
Shared Dream, Mission is bigger than ego,
Protection from leaders, Fostering enmity,
Dare to be different, Pain & suffering,
Strong leaders, Meticulous recruiting,
Young and energetic, Great teams deliver -
Team Size & Skills-Composition of Teams
Developing Leadership approaches that foster
VIII Performing Teams performance- Recruit for skill & skill
16
potential, Be concerned about first
impressions, Spend time together, Frame
necessary, guidelines to govern team
behavior, Promote a culture of urgency and
high standards, Value contribution and
positive feedback, Identify tasks that can be
accomplished immediately, Let the team
define purpose and goals - Team Learning -
Conflicts, Defensive Routines, Overcoming
Defensive Routines
POST-MID SEM
17 Leadership Succession -An Overview -
Importance of the Right CEO- Insider vs
Outsider for CEO Job
(Case study: Dhirubhai Ambani and
Reliance)
Choosing the Right CEO- Involve the
whole board of directors, Directors should
design, detailed criteria for the successor,
Boards should be given the option to
Leadership choose from a list of outside candidates
18 IX Succession also, along with insiders, Directors should
base succession decisions on real human
interaction, Boards should not rely too
much on headhunters while scouting for
candidates from outside, Boards should
have an open and fair process, Smart
human resources people should be
involved, Succession planning should be a
continuous process,
Women CEOs
158
Session Chapter
No No
19 Classification of Leaders-The Level 5
Leader, The Level 4 Leader -
Characteristics of Level 5 Leaders, Fierce
will, Compelling Humility
X Level 5 Leadership Operating Style of Level 5 Leaders - First

20 who then What, Have faith, face hard facts,
Hedgehog concept, Discipline vs Freedom,
Adopting Technology
(Case study: Dr. V of Aravind Eye
Hospital: A ‘Level 5’ Leader)
21 Understanding Narcissism - Characteristics
of Narcissistic Leaders-Compelling vision,
Charisma, Closeness leads to Isolated,
Emotionally isolated,
Lack of empathy, Bad mentors, Relentless
and ruthless, Workaholics, Loyalty towards
XI Narcissistic Leaders Organization, Power Hungry
22
Operating Style of a Narcissistic Leader-
Manipulative, Controls Communication,
Controls Decision-making, Builds Empire,
Craves visibility, Blames others for
Failures, Balancing a Narcissistic Leader
23 Challenges of Knowledge Work Realities
of the E-commerce
Environment
Leadership (Case study: Michael Dell-the Man
XII Challenges Behind DELL
24
Managing Diversity -
Factors that Lead to increased Diversity,
Fostering Creativity through Diversity
Evolution of an Organization - The
Creativity Stage, The Stage of Direction-
Understanding Setting, The Stage of Decentralization, The
25 XIII Change Stage of Coordination, The Stage of
Collaboration - Factors that Inhibit Change
(Case study: 3M: Innovation Driven
Company?)
26 XIV Classification of Change- Dramatic
Change, Systematic Change, Organic
Change
Mode of Change-Revolution, Reform,
Educated Reform, Energized Reform,
159
Session Chapter
No No
Planned Reform, Rejuvenation, Inadvertent
Rejuvenation, Imperative Rejuvenation,
Steady Rejuvenation, Driven Rejuvenation
(Case study: Changing Corporate Identity
of Dr. Reddy’s)
27 Transforming an Organization-Establishing
28 a Sense of Urgency, Creating a Guiding
Coalition, Developing a Vision and
Strategy for Change, Communicating the
Change Vision, Empowering Employees for
Broad-Based Action-Ensure Compatibility
between the Structure and the Change
Vision, Train employees, Align
Organizational Systems to the Vision,
Confront errant Managers, Scoring Short-
term Wins, Consolidating Change
Implementing (Case study: Carlos Ghosn-The
XV
Change Turnaround Specialist)
29
Understanding Organizational Culture-
Formation of Organizational Culture- Role of
Founders in the Formation of Organizational
Culture
(Case study: Change Management @
ICICI)
The Need to Change Culture- Changing the
Culture- Changing Culture by Changing
Mental Models, Changing Beliefs
(Case study: GE and Jack Welch)
30 CEOs as Change Agents
Middle-level Managers as Change Agents
HR Personnel as Change Agents -
XVI Change Agents
31 Traditional Role in New Circumstances-
New Role amid new circumstances -
Consultants as Change Agents
32 The Rise and Fall of Great Companies,
Disruptive Innovation, Factors that affect
Disruptive Innovation, Taking Root in
Disruption, Degree of Integration,
Leveraging the Right Capabilities, Bringing
Simplicity and Convenience to Customers
Disruptive (Case study: IBM: From Inventor to
XVII
33 Innovation Innovator)
Creating the Capabilities to cope with -
Disruptive Innovation, Building a New
Structure in an Existing Organization,
Creating a Spin-off, Acquiring an
Organization, Target Market for Disruptive
Innovation
160
161
JAVA APPLICATION DEVELOPMENT
Course Code : ITE611 Sessions : 33
Objective: The course introduces the basic concepts of Java Language and helps students to
improve their programming skills in order to develop a complete Java Application.
The Complete Reference Java, J2SE 5
Herbert Schildt/ Tata McGraw Hill
Edition
Reference Books / Magazines Author/Publication
Java How to Program Deitel & Deitel/Prentice Hall
Detailed Curriculum
Language Features: An Overview of Java: Creating a Multilevel Hierarchy, When
Object-Oriented Programming, A First Constructors are Called, Method Overriding,
Simple Program, A Second Short Program, Dynamic Method Dispatch, Using Abstract
Two Control Statements, Using Blocks of Classes, Using final with Inheritance, The
Code, Lexical Issues, The Java Class Object Class.
Libraries. Data Types, Variables, and Arrays: Packages and Interfaces: Packages, Access
The Primitive Types, Integers, Floating- Protection, Importing Packages, Interfaces.
Point Types, Characters, Booleans, A Closer
Exception Handling: Exception-Handling
Look at Literals, Variables, Type Conversion
Fundamentals, Exception Types, Uncaught
and Casting, Automatic Type Promotion in
Exceptions, Using try and catch, Multiple
Expressions, Arrays, Operators: Arithmetic
catch Clauses, Nested try Statements, throw,
Operators, The Bitwise Operators,
throws, finally, Java’s Built-in Exceptions,
Relational Operators, Boolean Logical
Creating Your Own Exception Subclasses,
Operators, The Assignment Operator, The ?
Operator, Operator Precedence, Using Chained Exceptions, Using Exceptions.
Parentheses, Contro1 Statements: Java’s Multithreaded Programming: The Java
Selection Statements, Iteration Statements, Thread Model, The Main Thread, Creating a
Jump Statements. Thread, Creating Multiple Threads, Using
Classes and Inheritance: Class isAlive() and join(), Thread Priorities,
Fundamentals, Declaring Objects, Assigning Synchronization, Interthread
Object Reference Variables, Introducing Communication, Suspending, Resuming,
Methods, Constructors, The this Keyword, and Stopping Threads, Using
Garbage Collection, The finalize( ) Method, Multithreading.
A Stack Class, A Closer Look at Methods Strings: The String Constructors, String
and Classes: Overloading Methods, Using Length, Special String Operations, Character
Objects as Parameters, A Closer Look at Extraction, String Comparison, Searching
Argument Passing, Returning Objects, Strings, Modifying a String, Data
Recursion, Introducing Access Control, Conversion Using valueOf(), Changing the
Understanding static, Introducing final, Case of Characters Within a String,
Arrays Revisited, Introducing Nested and Additional String Methods, String Buffer,
Inner Classes, Exploring the String Class, Exploring java.lang: Simple Type
Using Command-Line Arguments, Wrappers.
Inheritance: Inheritance Basics, Using super,
Java I/O and Serialization: I/O Basics, Expressions, Arrays, Operators: Arithmetic
Reading Console Input, Writing Console Operators, The Bitwise Operators,
Output, The Print Writer Class, Reading and Relational Operators, Boolean Logical
Writing Files, Exploring java.io: The Java Operators, The Assignment Operator, The ?
I/O Classes and Interfaces, File, The Stream Operator, Operator Precedence, Using
Classes, The Byte Streams, The Character
Parentheses, Contro1 Statements: Java’s
Streams, Using Stream I/O, Serialization,
Stream Benefits. Selection Statements, Iteration Statements,
Jump Statements.
Applets: Applet Fundamentals, The Applet
Class: Applet Basics, Applet Architecture, Classes and Inheritance: Class
An Applet Skeleton, Simple Applet Display Fundamentals, Declaring Objects, Assigning
Methods, Requesting Repainting, Using the Object Reference Variables, Introducing
Status Window, The HTML APPLET Tag, Methods, Constructors, The this Keyword,
Passing Parameters to Applets, Garbage Collection, The finalize( ) Method,
getDocumentBase() and getCodeBase(), A Stack Class, A Closer Look at Methods
AppletContext and showDocument(), The
and Classes: Overloading Methods, Using
AudioClip Interface, The AppletStub
Objects as Parameters, A Closer Look at
Interface, Outputting to the Console.
Argument Passing, Returning Objects,
Event Handling: Two Event Handling
Mechanisms, The Delegation Event Model, Recursion, Introducing Access Control,
Event Classes, Sources of Events, Event Understanding static, Introducing final,
Listener Interfaces, Using the Delegation Arrays Revisited, Introducing Nested and
Event Model, Adapter Classes, Inner Inner Classes, Exploring the String Class,
Classes. Using Command-Line Arguments,
AWT Component: AWT Classes, Window Inheritance: Inheritance Basics, Using super,
Fundamentals, Working with Frame Creating a Multilevel Hierarchy, When
Windows, Creating a Frame Window in an Constructors are Called, Method Overriding,
Applet, Creating a Windowed Program, Dynamic Method Dispatch, Using Abstract
Displaying Information Within a Window, Classes, Using final with Inheritance, The
Working with Graphics, Working with
Object Class.
Color, Setting the Paint Mode, Working with
Fonts, Managing Text Output Using Packages and Interfaces: Packages, Access
FontMetrics, Control Fundamentals, Labels, Protection, Importing Packages, Interfaces.
Using Buttons, Applying Check Boxes, Exception Handling: Exception-Handling
CheckboxGroup, Choice Controls, Using Fundamentals, Exception Types, Uncaught
Lists, Managing Scroll Bars, Using a Exceptions, Using try and catch, Multiple
TextField, Using a TextArea, Understanding
catch Clauses, Nested try Statements, throw,
Layout Managers, Menu Bars and Menus,
Dialog Boxes, FileDialog, Handling Events throws, finally, Java’s Built-in Exceptions,
by Extending AWT Components, Exploring Creating Your Own Exception Subclasses,
the Controls, Menus, and Layout Managers. Chained Exceptions, Using Exceptions.
Language Features: An Overview of Java: Multithreaded Programming: The Java
Object-Oriented Programming, A First Thread Model, The Main Thread, Creating a
Simple Program, A Second Short Program, Thread, Creating Multiple Threads, Using
Two Control Statements, Using Blocks of isAlive() and join(), Thread Priorities,
Code, Lexical Issues, The Java Class Synchronization, Interthread
Libraries. Data Types, Variables, and Arrays: Communication, Suspending, Resuming,
The Primitive Types, Integers, Floating- and Stopping Threads, Using
Point Types, Characters, Booleans, A Closer Multithreading.
Look at Literals, Variables, Type Conversion Strings: The String Constructors, String
and Casting, Automatic Type Promotion in
Length, Special String Operations, Character
Extraction, String Comparison, Searching Two Control Statements, Using Blocks of
Strings, Modifying a String, Data Code, Lexical Issues, The Java Class
Conversion Using valueOf(), Changing the Libraries. Data Types, Variables, and Arrays:
Case of Characters Within a String, The Primitive Types, Integers, Floating–
Additional String Methods, String Buffer, Point Types, Characters, Booleans, A Closer
Exploring java.lang: Simple Type Look at Literals, Variables, Type Conversion
Wrappers. and Casting, Automatic Type Promotion in
Java I/O and Serialization: I/O Basics, Expressions, Arrays, Operators: Arithmetic
Reading Console Input, Writing Console Operators, The Bitwise Operators,
Output, The Print Writer Class, Reading and Relational Operators, Boolean Logical
Writing Files, Exploring java.io: The Java Operators, The Assignment Operator, The ?
I/O Classes and Interfaces, File, The Stream Operator, Operator Precedence, Using
Classes, The Byte Streams, The Character Parentheses, Contro1 Statements: Java’s
Streams, Using Stream I/O, Serialization, Selection Statements, Iteration Statements,
Stream Benefits.
Jump Statements
Applets: Applet Fundamentals, The Applet
Class: Applet Basics, Applet Architecture, Classes and Inheritance: Class
An Applet Skeleton, Simple Applet Display Fundamentals, Declaring Objects, Assigning
Methods, Requesting Repainting, Using the Object Reference Variables, Introducing
Status Window, The HTML APPLET Tag, Methods, Constructors, The this Keyword,
Passing Parameters to Applets, Garbage Collection, The finalize( ) Method,
getDocumentBase() and getCodeBase(), A Stack Class, A Closer Look at Methods
AppletContext and showDocument(), The and Classes: Overloading Methods, Using
AudioClip Interface, The AppletStub Objects as Parameters, A Closer Look at
Interface, Outputting to the Console.
Argument Passing, Returning Objects,
Event Handling: Two Event Handling Recursion, Introducing Access Control,
Mechanisms, The Delegation Event Model,
Understanding static, Introducing final,
Event Classes, Sources of Events, Event
Listener Interfaces, Using the Delegation Arrays Revisited, Introducing Nested and
Event Model, Adapter Classes, Inner Inner Classes, Exploring the String Class,
Classes. Using Command–Line Arguments,
AWT Component: AWT Classes, Window Inheritance: Inheritance Basics, Using super,
Fundamentals, Working with Frame Creating a Multilevel Hierarchy, When
Windows, Creating a Frame Window in an Constructors are Called, Method Overriding,
Applet, Creating a Windowed Program, Dynamic Method Dispatch, Using Abstract
Displaying Information Within a Window, Classes, Using final with Inheritance, The
Working with Graphics, Working with Object Class
Packages and Interfaces: Packages, Access
Fonts, Managing Text Output Using
FontMetrics, Control Fundamentals, Labels, Protection, Importing Packages, Interface
Using Buttons, Applying Check Boxes, Exception Handling: Exception–Handling
CheckboxGroup, Choice Controls, Using Fundamentals, Exception Types, Uncaught
Lists, Managing Scroll Bars, Using a Exceptions, Using try and catch, Multiple
TextField, Using a TextArea, Understanding catch Clauses, Nested try Statements, throw,
Layout Managers, Menu Bars and Menus, throws, finally, Java’s Built–in Exceptions,
Dialog Boxes, FileDialog, Handling Events
Creating Your Own Exception Subclasses,
by Extending AWT Components, Exploring
Chained Exceptions, Using Exceptions
the Controls, Menus, and Layout Managers.
Multithreaded Programming: The Java
Language Features: An Overview of Java:
Thread Model, The Main Thread, Creating a
Object–Oriented Programming, A First
Thread, Creating Multiple Threads, Using
Simple Program, A Second Short Program,
isAlive() and join(), Thread Priorities, getDocumentBase() and getCodeBase(),
Synchronization, Interthread AppletContext and showDocument(), The
Communication, Suspending, Resuming, AudioClip Interface, The AppletStub
and Stopping Threads, Using Multithreading Interface, Outputting to the Console
Strings: The String Constructors, String Event Handling: Two Event Handling
Length, Special String Operations, Character Mechanisms, The Delegation Event Model,
Extraction, String Comparison, Searching Event Classes, Sources of Events, Event
Strings, Modifying a String, Data Listener Interfaces, Using the Delegation
Conversion Using value of ( ), Changing the Event Model, Adapter Classes, Inner Classes
Case of Characters within a String,
AWT Component: AWT Classes, Window
Additional String Methods, String Buffer,
Fundamentals, Working with Frame
Exploring java.lang: Simple Type Wrappers
Windows, Creating a Frame Window in an
Java I/O and Serialization: I/O Basics,
Applet, Creating a Windowed Program,
Reading Console Input, Writing Console
Displaying Information Within a Window,
Output, The Print Writer Class, Reading and
Working with Graphics, Working with
Writing Files, Exploring java.io: The Java
I/O Classes and Interfaces, File, The Stream
Fonts, Managing Text Output Using
Classes, The Byte Streams, The Character FontMetrics, Control Fundamentals, Labels,
Streams, Using Stream I/O, Serialization, Using Buttons, Applying Check Boxes,
Stream Benefits CheckboxGroup, Choice Controls, Using
Applets: Applet Fundamentals, The Applet Lists, Managing Scroll Bars, Using a
Class: Applet Basics, Applet Architecture, TextField, Using a TextArea, Understanding
An Applet Skeleton, Simple Applet Display Layout Managers, Menu Bars and Menus,
Methods, Requesting Repainting, Using the Dialog Boxes, FileDialog, Handling Events
Status Window, The HTML APPLET Tag, by Extending AWT Components, Exploring
Passing Parameters to Applets, the Controls, Menus, and Layout Managers
Topics Sessions
Pre–Mid Sem
Language Features 3
Classes and Inheritance 5
Packages and Interfaces 2
Exception Handling 2
Multithreaded Programming 3
Post–Mid Sem
Strings 2
Java I/O and Serialization 4
Applets 3
Event Handling 3
AWT Component 6
Total 33
Course Code : ITE611 Course : Java Application Development

Pre–Mid Sem
1 An Overview of Java: Object–Oriented
2 Programming, A First Simple Program, A
Second Short Program, Two Control
Statements, Using Blocks of Code,
Lexical Issues, The Java Class Libraries.
Data Types, Variables, and Arrays: The
Primitive Types, Integers, Floating–Point
Types, Characters, Boolean
A Closer Look at Literals, Variables, Type
Language
I Conversion and Casting, Automatic Type
Features
3 Promotion in Expressions, Arrays.
Operators: Arithmetic Operators, The
Bitwise Operators, Relational Operators
Boolean Logical Operators, The
Assignment Operator, The? Operator,
Operator Precedence, Using Parentheses,
Contro1 Statements: Java’s Selection
Statements, Iteration Statements, Jump
Statements
4 Class Fundamentals, Declaring Objects,
5 Assigning Object Reference Variables,
6 Introducing Methods, Constructors, The
this Keyword, Garbage Collection, The
7 finalize( ) Method
A Stack Class, A Closer Look at Methods
and Classes: Overloading Methods, Using
Objects as Parameters, A Closer Look at
Argument Passing, Returning Objects
Recursion, Introducing Access Control,
Classes and Understanding static, Introducing final,
II
Inheritance
Arrays Revisited, Introducing Nested and
Inner Classes, Exploring the String Class,
8
Using Command–Line Arguments
Inheritance: Inheritance Basics, Using
super, Creating a Multilevel Hierarchy,
When Constructors are Called, Method
Overriding
Dynamic Method Dispatch, Using
Abstract Classes, Using final with
Inheritance, The Object Class
9 Packages, Access Protection, Importing
Packages and Packages
III
10 Interfaces
Interfaces
11 Exception–Handling Fundamentals,
Exception Types, Uncaught Exceptions,
Using try and catch, Multiple catch
Exception Clauses, Nested try Statements
IV
Handling Throw, throws, finally, Java’s Built–in
12
Exceptions, Creating Your Own
Exception Subclasses, Chained
Exceptions, Using Exceptions
The Java Thread Model, The Main
13
Thread, Creating a Thread, Creating
Multithreaded Multiple Threads
V
Programming
14 Using isAlive() and join(), Thread
Priorities, Synchronization
Interthread Communication, Suspending,
15 Resuming, and Stopping Threads, Using
Multithreading
Post–Mid Sem
The String Constructors, String Length,

16 Special String Operations, Character
Extraction, String Comparison, Searching
Strings, Modifying a String
VI Strings Data Conversion Using valueOf(),
Changing the Case of Characters Within a
17
String, Additional String Methods, String
Buffer, Exploring java.lang: Simple Type
Wrappers
18 VII I/O Basics, Reading Console Input,
Writing Console Output
19
The Print Writer Class, Reading and
20 Writing Files. Exploring java.io: The Java
Java I/O and I/O Classes and Interfaces, File
Serialization
The Stream Classes, The Byte Streams,
The Character Streams
21
Using Stream I/O, Serialization, Stream
Benefits
22 Applet Fundamentals, The Applet Class:
Applet Basics, Applet Architecture, An
Applet Skeleton, Simple Applet Display
Methods
VIII Applets
23 Requesting Repainting, Using the Status
Window, The HTML APPLET Tag,
Passing Parameters to Applets,
getDocumentBase() and getCodeBase()
AppletContext and showDocument(), The
24 AudioClip Interface, The AppletStub
Interface, Outputting to the Console
25 Two Event Handling Mechanisms, The
26 Delegation Event Model, Event Classes
Sources of Events, Event Listener
IX Event Handling
Interfaces, Using the Delegation Event
27 Model
Adapter Classes, Inner Classes
AWT Classes, Window Fundamentals,
28 Working with Frame Windows, Creating
a Frame Window in an Applet, Creating a
Windowed Program
29 Displaying Information Within a
Window, Working with Graphics,
Working with Color, Setting the Paint
30 Mode, Working with Fonts
31
Managing Text Output Using
32 FontMetrics, Control Fundamentals,
X AWT Component Labels, Using Buttons, Applying Check
Boxes
CheckboxGroup, Choice Controls, Using
Lists, Managing Scroll Bars, Using a
TextField, Using a TextArea
33 Understanding Layout Managers, Menu
Bars and Menus, Dialog Boxes,
FileDialog
Handling Events by Extending AWT
Components, Exploring the Controls,
Menus, and Layout Managers
IT ENABLED SERVICES
Objective: This course discusses the issues in IteS–BPO strategy and highlights the trends and
best practices in IteS–BPO industry. It explains how outsourcing has become a business
necessity and depicts the outsourcing industry in the light of a macro–micro framework.
Business Process Outsourcing – The Indian ICFAI Books/ Nitin Mehrotra
Experience
ICFAI Books/ Harsh Bhargava and Deepak
BPOs – An Emerging Paradigm
Kumar
IT Enabled Services – Book of Readings The Icfai University Press
IT Enabled Services Volume I ICFAI Books/ Pramod. M. Mantravadi
IT Enabled Services Volume II ICFAI Books/ Pramod. M. Mantravadi
Detailed Curriculum
Business Process Outsourcing: Definition, Decision, Trends Influencing BPO
What to Outsource, To Whom to Outsource, Decisions; Process Transfer Decisions: BPO
Advantages of Outsourcing, Risks Planning Stages and Methodologies, Service
Associated with Outsourcing, Advantages in Level Agreements
India That Attract Companies, Trends Offshoring: Definition, Factors Supporting
Contributing to BPO, IteS Market in India, Offshoring to India, Snags in Offshoring to
Strategic Objectives of Outsourcing, Global India, Offshoring Vs Outsourcing, Trends in
Market Overview: Worldwide BPO Spend Offshoring, Future Prospects for India,
by Segment, Characteristics of Offshoring Offshore Outsourcing by Financial Services
Customers, Factors Influencing Global BPO Institutions, Cost Advantage Offered by
Market, Different Aspects of Outsourcing India, Impact of Offshoring on Global
Decisions, Key Drivers for Growth: Financial Services Costs
Business Trends, Demand Side and Supply
Business Process Space in India: MNC
Side Trends, Sourcing Terminologies
Captives, Indian Specialists, Indian
BPO and Management Competence: Core Independent Players, Indian IT Players
and Non–Core Activities, Managing Subsidiaries, Multinational Outsourcing
Outsourcing, Identifying Activities for Units, BPO Business Models: Transaction
Outsourcing, Specifying Standard of Model, Niche Model, Comprehensive
performance, Sourcing and Appraising Model, SWOT Analysis of Indian BPO
Suppliers, Coordinating Outsourced Industry, Growth of IteS/ BPO Industry in
Relationships, Monitoring the Effects of India, Service Offerings by Indian BPOs:
Outsourcing, Risk Assessment and Planning, Customer Care, Finance, Human Resources,
Developing Outsourcing Management Payment Services, Administration, Content
Competence. Development, New Areas of Opportunity:
BPO Decisions: Factors Supporting BPO, E–Governance, Retail Services,
BPO Decision Points, Making the Right Pharmaceutical Research, Financial
Services, Healthcare, Major Segments in Data Privacy: Data Theft– Types, Cyber
IteS– BPO Industry, Pricing Models, Quality Crime– A Social Engineering Perspective,
and Productivity Aspects Preventive Measures, An Analysis, Indian
BPO Value Chain: Industry Trends, Indian Scenario, International Cooperation in
Companies Moving up the Value Chain, Combating Cyber Crime, Business
BPO to KPO, Value chain for Healthcare Continuity and Disaster Recovery: Disaster
Industry, Value Chain and Employee Recovery Planning, Back Up Technology
Attrition, Challenges Facing the Indian BPO Infrastructure, Paper Back Up Vs Digital
Industry, India’s Value Proposition– Relative Preservation, Storage Intelligence, Applying
Attractiveness of Locations to Attract Storage Intelligence to Back Up,
Offshore Jobs, Country Evaluation Criteria, Maintaining Auditable Records of Back Up
Outsourcing Equation, Gains to USA from Jobs, Implementing Storage Intelligence
Outsourcing, Technology and Security Human Resource Management in IteS:
Aspects, Supply of Knowledge Workers, BPO: Skills Required by IteS– BPO
Location Attractiveness for IteS– BPO Industry, Challenges Faced by Industry–
Operations, Critical Success Factors, Apprehensions, Recruitment Decisions,
Regulatory Environment, Government Investment in Staff Training, Managing
Initiatives– Direct Tax Incentives, Indirect Retention, Challenges in Process Transfer,
Tax Benefits Competition from other Geographies,
Outsourcing Market: Key Segments: Problems of Temporary Worker, Changes in
Contract Manufacturing, Contract Research, Industry Characteristics, Labor Cost
Contract Sales, and Informatics; Indian Savings, Increasing cost of Employees,
Pharmaceutical Industry Exports, Contract Intellectual Property Rights, Employee
Research Market, Global CRO Market, Morale and Retention, What is a Burnout?
Indian CRO Market, Challenges to Indian Stages of Burnout, Stress and Burnout,
CROs Types of Burnout, Burnout Models,
Managing Employee Burnout– Individual
Finance and Accounting (F&A)
Measures, Organizational Measures
Outsourcing: Process in F&A, Career
Opportunities in F & A Outsourcing, Motivation and Training: Motivating BPO
Reasons for Pursuing a Career in the BPO Employees– Theories of Motivation,
Industry Relevance of Theories of Motivation in the
BPO Firms, Motivation in BPO Firms,
Knowledge Process Outsourcing:
Company Specific Policies, BPOs as a
Definition, Why KPO? Inception of KPO
Career Option, Training BPO Executives–
Industry, Industry Overview, Comparative
Benefits of Training, Model/ Elements of
Advantages of KPO, Drivers for Emergence
Training, Why Training fails? Training Tips
of KPO Industry, Strategic Shift Towards
for Call Center Executives, Call Center
KPO
Learning Model
Infrastructure Issues in BPO Industry:
Employee Attrition: Introduction, Growth
Introduction, Telecom Connectivity,
of Call Centers and Problem of Attrition,
Technology, Multi–Service WAN Switches –
Causes of Employee Attrition, Employee
Switching, Automatic Call Distribution,
Life Cycle Stages in Indian Call Centers,
Interactive Voice Response,
Retention Strategies, Call Center Retention,
Communications: Air and Roads, Power,
Rewards and Recognition, Company
Status of Power Generation in India:
examples of Retention Strategies
Facilities, IT Parks
Topics Sessions
Pre–Mid Sem
Business Process Outsourcing 2
BPO and Management Competence 3
BPO Decisions 3
Offshoring 2
Business Process Space in India 2
BPO Value Chain 3
Outsourcing Market 1
Post–Mid Sem
Finance and Accounting (F&A) Outsourcing 1
Knowledge Process Outsourcing 2
Infrastructure Issues in BPO Industry 2
Data Privacy 3
Human Resource Management in IteS 3
Motivation and Training 3
Employee Attrition 3
Total 33
Course Code : ITE621 Course : IT Enabled Services

Pre–Mid Sem
1 Business Process Definition, What to Outsource, To Whom to
Outsourcing Outsource, Advantages of Outsourcing, Risks
Refer Business Associated with Outsourcing, Advantages in
Process Outsourcing India That attract Companies, Trends
– The Indian Contributing to BPO, ITeS Market in India,
Experience by Nitin Strategic Objectives of Outsourcing
I
Mahrotra [PP. 1 – 7, Global Market Overview: Worldwide BPO
2 97 – 104] Spend by Segment, Characteristics of
BPOs – An Emerging Offshoring Customers, Factors Influencing
Paradigm (Ed) Harsh Global BPO Market, Different Aspects of
Bhargava and Deepak Outsourcing Decisions, Key Drivers for
Kumar [PP. 3 – 17, Growth: Business Trends, Demand Side and
120 – 124] Supply Side Trends, Sourcing Terminologies
3 BPO and Core and Non–Core Activities, Managing

Management Outsourcing, Identifying Activities for
4 Competence Outsourcing, Specifying Standards of
Refer Performance
II BPOs – An Emerging Sourcing and Appraising Suppliers,
Paradigm (Ed) Harsh Coordinating Outsourced Relationships,
5 Bhargava and Deepak Monitoring the Effects of Outsourcing
Kumar Risk Assessment and Planning, Developing
[PP. 31 – 40] Outsourcing Management Competence
6 BPO Decisions Factors Supporting BPO, BPO Decision

Refer Points, Making the Right Decision
7 BPOs – An Emerging Trends Influencing BPO Decisions, Process
Paradigm (Ed) Harsh Transfer Decisions: BPO Planning Stages and
Bhargava and Deepak Methodologies
Kumar
III
[PP. 41 – 47]
8 Business Process
Outsourcing – The Service Level Agreements
Indian Experience by
Nitin Mahrotra
[PP. 8 – 12]
9 Offshoring Definition, Factors Supporting Offshoring to

Refer India, Snags in Offshoring to India, Offshoring
Vs Outsourcing, Trends in Offshoring, Future
BPOs – An Emerging
Prospects for India
Paradigm (Ed) Harsh
Bhargava and Deepak
Kumar
[PP. 125 – 132, 133 –
IV
139, Offshore Outsourcing by Financial Services
10
112 – 119] Institutions, Cost Advantage Offered by India,
Business Process Impact of Offshoring on Global Financial
Outsourcing – The Services Costs
Nitin Mahrotra
[PP. 13 – 21]
MNC Captives, Indian Specialists, Indian
11
Independent Players, Indian IT Players
Subsidiaries, Multinational Outsourcing Units,
Business Process BPO Business Models: Transaction Model,
Space in India Niche Model, Comprehensive Model, SWOT
Refer Analysis of Indian BPO Industry
Business Process Growth of ITeS/BPO Industry in India,
Outsourcing – The Service Offerings by Indian BPOs: Customer
V
Indian Experience by Care, Finance, Human Resources, Payment
12 Nitin Mahrotra Services, Administration, Content
[PP. 22 – 41, Development, New Areas of Opportunity: E–
105 – 125, 47 – 49, Governance, Retail Services, Pharmaceutical
75 – 77] Research, Financial Services, Healthcare,
Major Segments in ITeS– BPO Industry,
Pricing Models, Quality and Productivity
Aspects
BPO Value Chain Industry Trends, Indian Companies Moving up

the Value Chain, BPO to KPO, Value chain for
13 Refer Healthcare Industry, Value Chain and
BPOs – An Emerging Employee Attrition, Challenges Facing the
Paradigm (Ed) Harsh Indian BPO Industry
Bhargava and Deepak
14 Kumar India’s Value Proposition– Relative
VI [PP.18 – 30] Attractiveness of Locations to attract Offshore
Jobs, Country Evaluation Criteria,
Business Process Outsourcing Equation, Gains to USA from
Outsourcing – The Outsourcing, Technology and Security Aspects
15 Nitin Mahrotra Supply of Knowledge Workers, Location
Attractiveness for ITeS– BPO Operations,
[PP. 50 – 70, Critical Success Factors, Regulatory
71 – 74] Environment, Government Initiatives– Direct
Tax Incentives, Indirect Tax Benefits
Outsourcing Market Key Segments: Contract Manufacturing,
Refer BPOs – An Contract Research, Contract Sales, and
Emerging Paradigm Informatics; Indian Pharmaceutical Industry
16 VII
(Ed) Harsh Bhargava Exports, Contract Research Market, Global
and Deepak Kumar CRO Market, Indian CRO Market, Challenges
[PP. 140 –150] to Indian CROs
Post –Mid Sem
Finance and
Accounting (F & A)
Outsourcing
Process in F&A, Career Opportunities in F &
Refer
17 VIII A Outsourcing, Reasons for Pursuing a Career
BPOs – An Emerging in BPO Industry
Paradigm (Ed) Harsh
Bhargava and Deepak
Kumar
[PP. 157 –162]
Knowledge Process Definition, Why KPO?, Inception of KPO
18 Outsourcing Industry, Industry Overview, Comparative
Advantages of KPO
Refer
Paradigm (Ed) Harsh
Bhargava and Deepak
IX
Kumar
[PP. 99 –111] Drivers for Emergence of KPO Industry,
19
Business Process Strategic Shift Towards KPO
Outsourcing – The
Nitin Mahrotra
[PP. 42 – 46]
Infrastructure Introduction, Telecom Connectivity,
20 Issues in BPO Technology, Multi–Service WAN Switches –
Industry Switching, Automatic Call Distribution,
Interactive Voice Response
Refer
X
21 Communications: Air and Roads, Power,
Paradigm (Ed) Harsh
Status of Power Generation in India: Facilities,
Bhargava and Deepak
IT Parks
Kumar
[PP. 48 – 58]
Data Theft– Types, Cyber Crime– A Social
22 Data Privacy Engineering Perspective, Preventive
Measures, An Analysis, Indian Scenario,
23 Refer International Cooperation in Combating Cyber
BPOs – An Emerging Crime
Paradigm (Ed) Harsh Business Continuity and Disaster Recovery:
XI Bhargava and Deepak Disaster Recovery Planning, Back up
Kumar Technology Infrastructure, Paper Back up Vs
24 [PP. 71 – 80] Digital Preservation, Storage Intelligence
IT Enabled Services
Applying Storage Intelligence to Back Up,
– BOR
Maintaining Auditable Records of Back Up
[PP. 287 – 300]
Jobs, Implementing Storage Intelligence
Human Resource BPO: Skills Required by ITeS– BPO Industry,
25 Challenges Faced by Industry–
Management in
ITeS Apprehensions, Recruitment Decisions,
26 Investment in Staff Training, Managing
Refer Retention
Business Process Challenges in Process Transfer, Competition
Outsourcing – The from Other Geographies, Problems of
Indian Experience by Temporary Worker, Changes in Industry
XII Nitin Mahrotra Characteristics, Labor Cost Savings,
Increasing cost of Employees, Intellectual
27 [PP.78 – 91] Property Rights, Employee Morale and
BPOs – An Emerging Retention
Paradigm (Ed) Harsh What is a Burnout?, Stages of Burnout, Stress
Bhargava and Deepak
Kumar and Burnout, Types of Burnout, Burnout
[PP. 163 – 176] Models, Managing Employee Burnout–
Individual Measures, Organizational Measures
Motivating BPO Employees– Theories of
28 Motivation and Motivation, Relevance of Theories of
Training Motivation in the BPO Firms, Motivation in
29 BPO Firms
Refer
Company Specific Policies, BPOs as a Career
XIII
Paradigm (Ed) Harsh Option, Training BPO Executives– Benefits of
Bhargava and Deepak Training
30 Kumar Model/ Elements of Training, Why Training
[PP. 81 – 98] Fails?, Training Tips for Call Center
Executives, Call Center Learning Model
Introduction, Growth of Call Centers and
31 Employee Attrition Problem of Attrition, Causes of Employee
Attrition
32 Refer
BPOs – An Emerging Employee Life Cycle Stages in Indian Call
XIV
Paradigm (Ed) Harsh Centers, Retention Strategies, Call Center
Bhargava and Deepak Retention
33 Kumar Rewards and Recognition, Company examples
[PP. 177 – 198] of Retention Strategies
RELATIONAL DATABASE MANAGEMENT SYSTEMS
Objective: The aim of the course is to make the students understand the concepts of RDBMS
and to provide a solid and practical foundation for the design, implementation and management
of database systems. This course provides necessary theory and practical knowledge which
helps them to develop a complete RDBMS application.
Database Systems: Design, Implementation Peter Rob, Carlos Coronel/ Thomson Course
and Management, 5e Technology
Silberschatz, Korth, Sudarshan/ Mc–Graw
Database System Concepts, 5e
Hill
Database Management Systems
Ramakrishna and Gorke/ McGraw Hill
(Indian edition)
J.A.Hoffer, M.B.Prescott, F.R.McFadder,/
Modern Database Management
Pearson Education
Fundamentals of Database Systems, 5e Ramez Elmasri & Shamkant
Navathe/Addison Wesley
Database Management Systems Alexis Leon & Mathews Leon/ Leon Vikas
Detailed Curriculum
File Systems and Databases: Introducing Converting an E–R Model into a Database
the Database, Files and File Systems, Structure, General rules governing
Database Systems, Database Models, Relationships Among Tables
Database Models and the Internet Transaction Management and
The Relational Database Model: A Logical Concurrency Control: What is a
View of Data, Keys, Integrity Rules, Transaction? Transaction Properties,
Relational Database Operators, The Data Transaction Management with SQL, The
Dictionary and the System Catalog, Transaction Log, Concurrency Control,
Relationships Within the Relational Concurrency Control– with Locking
Database, Data Redundancy, Indexes
Methods, with Time Stamping Methods,
Entity Relationship Modeling: Basic with Optimistic Methods, Database
Modeling Concepts, Degrees of Data Recovery Management
Abstraction, The Entity Relationship Model,
The Challenge of Database Design Distributed Database Management
Systems: Evolution, Distributed Processing
Normalization: Database Tables and
Normalization, Normalization and Database and Distributed Databases, What is
Design, Higher–Level Normal Forms, Distributed Database Management System?
Denormalization DDBMS Components, Levels of Data and
Structured Query Language: Introduction Process Distribution
to SQL, Data Definition Commands, Data Client Server Systems: What is
Manipulation Commands, Queries, Client/Server Computing? Forces that Drive
Advanced Data Management Commands, the Trend to Client/Server Systems, The
More Complex Queries and SQL Functions, Evolution, Managerial Expectations,
Updatable Views, Procedural SQL,
Client/Server Architecture, Client/Server of Internet Databases, Web–to–Database
Databases, Client/Server Architectural Middleware: Server–Side Extensions, The
Styles, Client/Server Implementation Issues Web Browser
Object Oriented Databases: Evolution, Database Security and Administration:
Object–Oriented Concepts, OODM and Data as a Corporate Asset, The Need for and
Previous Data Models: Similarities and Role of Databases in an Organization, The
Differences, Object–Oriented Database Evolution of the Database Administration
Management Systems and Features, How Function, The Database Environments
Object Orientation affects Database Design, Human Component, The DBA’s Managerial
OODBMS: Advantages and Disadvantages Role, The DBA’s Technical Role, Database
Web Based Databases: Internet Administration Tools– the Data Dictionary
Technologies and Databases, Typical Uses
Topics Sessions
Pre–Mid Sem
File Systems and Databases 2
The Relational Database Model 3
Entity Relationship Modeling 3
Normalization 2
Structured Query Language 6
Post–Mid Sem
Transaction Management and
4
Concurrency Control
Distributed Database Management
2
Systems
Client Server Systems 3
Object Oriented Databases 3
Web Based Databases 2
Database Security and Administration 3
Total 33
Course Code : ITE631 Course : RDMS

Pre–Mid Sem
1 Introducing the Database, Files and File Systems,
File Systems
I Database Systems
2 and Databases
Database Models, Database Models and the Internet
3 A Logical View of Data, Keys, Integrity Rules
4 The Relational Relational Database Operators, The Data Dictionary
II Database and the System Catalog
5 Model Relationships Within the Relational Database, Data
Redundancy, Indexes
6 Basic Modeling Concepts, Degrees of Data
Entity
7 Abstraction
III Relationship
The Entity Relationship Model
8 Modeling
The Challenge of Database Design
9 Database Tables and Normalization, Normalization
IV Normalization and Database Design
10 Higher–Level Normal Forms, Denormalization
11 Introduction to SQL, Data Definition Commands
12
Data Manipulation Commands, Queries
13
14 Advanced Data Management Commands
15 Structured More Complex Queries and SQL Functions
V Query
Updatable Views,
Language Procedural SQL
16 Converting an E–R Model into a Database Structure,
General Rules Governing Relationships Among
Tables
Post–Mid Sem
17 What is a Transaction? Transaction Properties,
Transaction Transaction Management with SQL
18
Management The Transaction Log, Concurrency Control
19
VI and Concurrency Control– with Locking Methods, with
Concurrency Time Stamping Methods
20 Control Concurrency Control– with Optimistic Methods,
Database Recovery Management
21 Evolution, Distributed Processing and Distributed
Distributed Databases, What is Distributed Database
Database Management System?
VII
22 Management
Systems DDBMS Components, Levels of Data and Process
Distribution
23 What is Client/Server Computing? Forces that drive
24 the Trend to Client/Server Systems, The Evolution
Client Server Of Managerial Expectations, Client/Server
VIII
Systems Architecture, Client/Server Databases
25
Client/Server Architectural Styles, Client/Server
Implementation Issues
26 Evolution, Object–Oriented Concepts, OODM and
27 Previous Data Models: Similarities and Differences
Object Oriented Object–Oriented Database Management Systems
IX
Databases and Features, How Object Orientation Affects
28 Database Design
OODBMS: Advantages and Disadvantages
29 Internet Technologies and Databases, Typical Uses
Web Based of Internet Databases
X
30 Databases Web–to–Database Middleware: Server–Side
Extensions, The Web Browser
31 Data as a Corporate Asset, The Need for and the
32 Role of Databases in an Organization
The Evolution of the Database Administration
Database
Function, The Database Environment’s Human
XI Security and
Component
33 Administration
The DBA’s Managerial Role, The DBA’s Technical
Role, Database, Administration Tools– The Data
Dictionary
SOFT SKILLS LAB – III
Course Code : SS – III Sessions : 33
Objective: Soft Skills Lab – III focuses on developing the employability skills of the students
and enables them to perform successfully.
The Complete Manager – III The ICFAI Publication
Personal Development for Life & Work– 8 e Wallace & Masters/ Thomson
All About Body Language Goodwill Publishing House
Detailed Curriculum
Verbal Communication Skills: Social Skills: SWOT: Identifying Strengths
Communicating Professional Self: Verbal and Weaknesses of the Self, SIP Interview,
& Non Verbal Communication in a formal Corporate Etiquette, Business Introductions
situation – Interpersonal Skills – Team Work
Writing Skills: SoP – Resume: Sample Employability Skills: Group Discussion,
Resume – Good and not good – Why the
Aptitude Tests – Interviews: Personal,
Resume – Components of a Resume – How
does a recruiter look at a Resume – Telephone, Video Conference
Importance of a proper Resume Negotiation & Selling Skills: Negotiating
Presentation Skills: Talking about Current during Interviews with prospective
Issues employers – Presenting a positive self image
News Assimilation Skills: Business News during customer interaction
Topics Sessions
PRE–MID SEM
Verbal Communication 2
Writing Skills 3
Presentation Skills 4
POST–MID SEM
News Assimilation Skill 5
Social Skills 5
Employability Skill 10
Negotiation & Selling Skill 4
Total 33
Course Code : ITE631 Course : Soft Skills Lab–III

Sessio
Module Unit name Topic Approach
n
Pre–Mid Sem
1 Communicating
Verbal & Non Professional self: in an Role plays
verbal office
1 Communication
2 in a formal Communicating
situation Professional self : in an Role plays
interview
3 SoP Role plays, Activities
4 2 Writing Skills Resume – I Role plays, Activities
5 Resume –II Role plays, Activities
6 Talking about Current
Role plays, Activities
7 Issues
8 Talking about Current
Presentation Issues
3
skills Talking about Current
9 Issues
Talking about Current
Issues
Post–Mid Sem
10 Business News Role plays, Activities
11 News Business News Role plays, Activities
12 4 Assimilation Business News Role plays, Activities
13 skills Business News Role plays, Activities
14 Business News Role plays, Activities
15 SWOT:: Identifying
16 Strengths & Weaknesses of Role plays, Activities
Self, Talking about SIP
17
7 Social Skills Corporate Etiquette Role plays, Activities
18
Business Introductions Role plays, Activities
19 Interpersonal Skills Role plays, Activities
Team Work Role plays, Activities
Sessio
Module Unit name Topic Approach
n
20 Group Discussions Practice
23 Aptitude Tests Practice
Employability
25 8 Aptitude Tests Practice
Skills
27 Interview: Personal Role plays & Practice
28 Interview: Telephone Role plays & Practice
Interview: Video
29 Role plays & Practice
Conference
30 Role plays &
Negotiation Skills–I
Negotiation Activities
9
31 Skills Role plays &
Negotiation Skills–II
Activities
32 Role plays &
Selling Skills–I
Activities
10 Selling Skills
33 Role plays &
Selling Skills–I
Activities

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THE COURSE PLANNER

THE MBA PROGRAM

“It is the supreme art of the teacher to awaken joy in creative

Guidelines for “Effective Classroom Delivery” have been furnished

 Possess strong domain knowledge and be willing to share this

Faculty members should be prepared in the following aspects before

The MBA PROGRAM

Session Chapter Chapter Name Topic Case Study

Program : MBA Semester : III

22 Cost Leadership, Differentiation, Beers: A Cartel

Introduction – Use of Exploratory

Introduction –The Nature of Secondary

Introduction– Advertising objectives

VII Attitudes Measurement of Attitude – Semantic

15 Definition and Importance of

Objective: The course is designed to fulfill the following objectives:

Text Book Author/Publication

** Reserve Sessions can be used by the faculty member to elaborate

Definition and Concept– Bharti – Air

Delivery through Intermediaries:

Marketing Marketing Communication Objectives:

Marketing Direct Marketing Research: Whom to

Environmental Analysis – Media

Comparative Advertisement: Advantages

22 XIV Public Public Relations – Types of Public Caselet –

23 Growth of Direct Marketing: Changing

Retailing Environment – Economic Retail

Designing A Retail Organization Structure –

Course Code : BKE611 Course : Money and Banking

Session Chapter Chapter Name Topic Case study

Session Chapter Chapter Topic Case Study

Session Chapter Chapter Name Topic Case Study

15 VI Finance Portals for the

10 Purpose of Annuity Contracts –

13 Factors that affect Premium –

16 Risk What is underwriting? – Sources of

32 Recent Developments – Reasons for

Insurance of Principles of Property Insurance –

Risk Need for Risk Assessment – Risk

Product The Role of Regulation – Other

Bankers Blanket Policies – Burglary

Essentials of a Valid Commercial

Insurance – A Service – Characteristics

Product Development and Service

Information Technology and

Session Chapter Chapter Name Topic Case study

Acquisition of Fixed Assets and

12 Accounting for Concept of Royalties

14 Accounts of Various Types of

16 Accounting for Investments–

19 Banking Regulation Act and

31 Inflation– Need for Inflation

Objective: To expose students to all aspects of Project Management covering project

Session Chapter Chapter Name Topic Case study

Session Chapter Chapter Name Topic Case study

7 Managing Personal taxation –Income Tax

Equity Stock Valuation Models 3

Session Chapter Chapter Name Topic Case study

Corporate Branding: Corporate Image, Advertising objectives and planning:

Direct Marketing Research – Whom

Chapter Topic References Page

Program : MBA Semester : III

X Level 5 Leadership Operating Style of Level 5 Leaders - First