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Programme Structure
and
Curriculum & Scheme of Examination
2010
This booklet contains the Programme Structure, the Detailed Curriculum and the Scheme of
Examination. The Programme Structure includes the courses (Core and Elective), arranged
semester wise. The importance of each course is defined in terms of credits attached to it. The
credit units attached to each course has been further defined in terms of contact hours i.e.
Lecture Hours (L), Tutorial Hours (T), Practical Hours (P). Towards earning credits in terms
of contact hours, 1 Lecture and 1 Tutorial per week are rated as 1 credit each and 2 Practical
hours per week are rated as 1 credit. Thus, for example, an L-T-P structure of 3-0-0 will have
3 credits, 3-1-0 will have 4 credits, and 3-1-2 will have 5 credits.
The Curriculum and Scheme of Examination of each course includes the course objectives,
course contents, scheme of examination and the list of text and references. The scheme of
examination defines the various components of evaluation and the weightage attached to each
component. The different codes used for the components of evaluation and the weightage
attached to them are:
It is hoped that it will help the students study in a planned and a structured manner and
promote effective learning. Wishing you an intellectually stimulating stay at Amity
University.
July, 2010
PROGRAMME STRUCTURE
FIRST SEMESTER
Old Course New Course Title Lectures Tutorial Practical Total
Code Course (L) Hours (T) Hours (P) Hours Credit
Code Per Week Per Week Per Week
MMSHR 10101 MMS 101 Organizational Theory & Management 4 - 4
MMSMK 10101 MMS 102 Marketing Management 3 - - 3
MMSFN 10101 MMS 103 Accounting for Management 3 1 - 4
MMSCS 10101 MMS 104 Computer Application 2 - 2 3
MMSEN 10101 MMS 105 Economic Analysis 3 1 - 4
MMSMK 10102 MMS 106 Sales Management 4 - - 4
MMSOM 10101 MMS 107 Quantitative Techniques 2 1 - 3
MMSBS 10101 MMS 142 Business Communication – I 1 - - 1
MMSBS 10102 MMS 143 Behavioural Science – I 1 - - 1
Foreign Language - I 2 - - 2
MMSFR 10101 MMS 144 French
MMSGR 10101 MMS 145 German
MMSSH 10101 MMS 146 Spanish
MMSJP 10101 MMS 147 Japanese
MMSCE 10101 MMS 148 Chinese
TOTAL 29
SECOND SEMESTER
MMSMK 10201 MMS 201 Distribution & Logistics Management 4 - - 4
MMSMK 10202 MMS 202 International Marketing Management 3 - - 3
MMSMK 10203 MMS 203 Consumer Behaviour 3 - - 3
MMSMK 10204 MMS 204 Product & Brand Management 3 - - 3
MMSMK 10205 MMS 205 Market Research 3 - 2 4
MMSLW 10201 MMS 206 Economic and Business Legislation 4 - - 4
MMSFN 10201 MMS 207 Financial Management 3 1 - 4
MMSBS 10201 MMS 242 Business Communication – II 1 - - 1
MMSBS 10202 MMS 243 Behavioural Science – II 1 - - 1
Foreign Language – II 2 - - 2
MMSFR 10201 MMS 244 French
MMSGR 10201 MMS 245 German
MMSSH 10201 MMS 246 Spanish
MMSJP 10201 MMS 247 Japanese
MMSCE 10201 MMS 248 Chinese
TOTAL 29
THIRD SEMESTER
MMSGM 20301 MMS 301 Strategic Management 4 - - 4
MMSGM 20302 MMS 302 Managerial Competencies & Career 1 - - -
Development (Non-credit course)
MMSSI 20350 MMS 350 Summer Internship (Evaluation) - - - 9
MMSBS 20301 MMS 342 Business Communication – III 1 - - 1
MMSBS 20302 MMS 343 Behavioural Science – III 1 - - 1
Foreign Language - III 2 - - 2
MMSFR 20301 MMS 344 French
MMSGR 20301 MMS 345 German
MMSSH 20301 MMS 346 Spanish
MMSJP 20301 MMS 347 Japanese
MMSCE 20301 MMS 348 Chinese
Electives: Choose any 6 courses (18 credit units) from the following
MMSMK 20301 MMS 303 Advance Sales Management 3 - - 3
MMSMK 20302 MMS 304 Advertising and sales Promotion 3 - - 3
MMSMK 20303 MMS 305 Industrial Marketing 3 - - 3
MMSMK 20304 MMS 306 Services Marketing 3 - - 3
MMSMK 20305 MMS 307 Rural & Agricultural Marketing 3 - - 3
MMSMK 20306 MMS 308 Entrepreneurship & New Venture 3 - - 3
TOTAL 35
FOURTH SEMESTER
MMSGM 20401 MMS 401 Management in Action - Social, 4 - - 4
Economic & Ethical Issues
MMSGM 20402 MMS 402 Managerial Excellence (Non-credit - - - -
course)
MMSDI 20460 MMS 455 Dissertation (to commence in - - - 9
Semester-III)
MMSBS 20401 MMS 442 Business Communication – IV 1 - - 1
MMSBS 20402 MMS 443 Behavioural Science – IV 1 - - 1
Foreign Language – IV 2 - - 2
MMSFR 20401 MMS 444 French
MMSGR 20401 MMS 445 German
MMSSH 20401 MMS 446 Spanish
MMSJP 20401 MMS 447 Japanese
MMSCE 20401 MMS 448 Chinese
Electives: Choose any 6 courses (18 credit units) from the following
MMSMK 20401 MMS 403 Customer Relationship Management & 3 - - 3
Technology
MMSMK 20402 MMS 404 Retail and Mall Management 3 - - 3
MMSMK 20403 MMS 405 Direct Marketing 3 - - 3
MMSMK 20404 MMS 406 Marketing of Financial Services 3 - - 3
MMSMK 20405 MMS 407 Service Operations Management 3 - - 3
MMSMK 20406 MMS 408 Supply Chain Competitiveness 3 - - 3
TOTAL 35
Note:
1. For non-credit courses, evaluation will be done but no credit units will be assigned. They will be reflected
in the grade sheet with result as “satisfactory” or “Unsatisfactory”.
2. In semester III & IV, a student can opt for one course of BSI/ EMC2 in each semester either as an
alternative to one of the elective courses or as an additional course. In case these are taken as an alternative
to an elective course, each of these courses will have 4 credit units and if taken as additional courses then
each will be treated as non-credit course.
Curriculum & Scheme of Examination
Course Objective:
Managers face difficult and exciting challenges today. A global economy in which world-class quality is the
ticket to success, increased diversity in the work force, calls for more ethical conduct and promise to keep things
interesting. As trustees of society’s precious human, material, financial, and informational resources, managers
hold the key to a better world. A solid grounding in management and behaviour are, therefore, essential to
guide large and small, profit and non-profit organizations successfully through these turbulent times. The
objective of this course is to impart a complete understanding about Organizational theory, its historical roots of
management and changing paradigms of Individual – Organizational Fit. The learning unfolds structural and
strategic processes of Human Resources in totality.
Course Contents:
Module I: Overview of Management
Schools of Management, Managing and Managers, The Challenges of Management, The Practice and Study of
Management, Emerging Issues in Management
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Barat, N. 1998, Emerging issues in Management, Excel Books, India.
• David K. Banner & T Elaime Gague, Designing Effectives Organizations: Sage Publications.
• Greenberg, J. & Baron, R.A. 1993, Behaviours in Organizations, Allyn and Bacon, Boston.
• F Luthans, Organization Behaviour, 8th Ed, TMGH
• Mainiero, L. A. & Tromley, 2006, Developing Managerial Skills in Organizational Behaviour, Exercises,
Cases and Readings, 2nd Ed, Prentice Hall International.
• Robbins, S.P. 2005, Organizational Theory: The structure and design of organizations, 3rd Ed, Prentice Hall
International.
• Russell L Ack off: Recreating the Corporation: A Design of Organization for the 21st Century. Oxford
University Press
• Schermerhorn, J.R. Jr.; Hunt, J.G. & Osborn, R.N. 1985, Managing Organizational Behaviour, John Wiley
& Sons.
MARKETING MANAGEMENT
Course Code: MMS 102 Credit Units: 03
Course Objective:
The objective of this course is to introduce the basic concepts of marketing and to develop a feel of the
marketplace.
Course Contents:
Module I: Understanding Marketing Management
The orientations towards market place, Relationship marketing, Social marketing, Strategic Planning.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Rajan Saxena, latest edition, Marketing Management Tata McGrow Hill
• Ramaswamy, latest edition Ed, Marketing Management, Namakumari
ACCOUNTING FOR MANAGEMENT
Course Objective:
Participants in this course will develop the essential ability of all managers, to use complex accounting
information as a platform for decision-making. As the course unfolds, participants will build an increasingly
sophisticated level of understanding of the language of accounting and its key concepts. In addition the course
develops skills in interpreting earnings statements, balance sheets, and cash flow reports. This ability to analyze
financial statements will enable participants to deal more effectively with strategic options for their businesses
or business units.
Course Contents:
Module I: Accounting Basics
Introduction, Foundations, Accounting policies, Accounting and management control, Branches of accounting,
Recording of transactions and classification, Trial Balance & Errors, Cash book and Bank reconciliation
statement.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Narayanaswamy R,2005, 2nd Edition,Finanacial Accounting –A Managerial Perspective,PHI (Prentice Hall
of India.)
• Maheshwari S N and S K Maheshwari, 2006, Accounting for Management, Vikas Publishing House Pvt.
Ltd.
• Tulsian, P.C. 2006 - Financial Accounting, 2nd Ed, Tata McGraw Hill.
• Banerjee, A. 2005 - Financial Accounting, 2nd Ed, Excel Books.
• Ghosh,T.P, 2005, Fundamentals of Management Accounting, Excel Books
COMPUTER APPLICATION
Course Objective:
The course will expose the students to the latest trends in computer and understand the concepts and working of
latest business application packages.
Course Contents:
Module I: Introduction to computers
Computer fundamentals: History and development of computers, Computer architecture. Introduction to
hardware and software, Generations of software, Types of software, System Software (Operating Systems,
Computer Languages), Introduction to various application softwares
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Rajaraman, V. 1998, an Introduction to Computers, Prentice Hall of India.
• Nagpal, 1999, Computer fundamentals, Wheeler Publishing, New Delhi.
• Bhatnagar, S.C. and Ramani, K.V., Computers and Information Management.
• Hunt and Shelly. 1994, Computers and Commonsense, Prentice Hall of India.
• Manuals for Ms-Office, Excel, MS -Word, MS – Access, FoxPro
• Mansfield. 1994, Compact Guide to MS - Office, BPB Publications.
ECONOMIC ANALYSIS
Course Objective:
To familiarize the students with theoretical concepts of modern Economic Analysis so that they can use these as
inputs in managerial decision making process. Emphasis would be laid on the understanding of key economic
variables both at micro and macro level which influence the business operations and strategies of the firm and
the business environment under which they operate.
Course Contents:
Nature and scope of economic analysis: its relevance for managerial decision making, Demand analysis: nature
of demand for a product- individual demand and market demand, demand by market segmentation. Demand
function and determinants of demand. Supply function: determinants of supply of a product, law of supply.
Elasticity of supply.
Concept of elasticity of demand- income, cross, price and advertizing elasticity. Theorems on the price
elasticity of demand. Applications of the concept of price elasticity of demand in business decisions. Demand
forecasting—need for forecasting and techniques of forecasting. Cost concepts: costs relevant for management
decision making. Economies of scale: internal and external. Cost function: cost and output relationship. Short
run and long run.
Examination Scheme:
References:
• R Ferguson, R., Ferguson, G.J and Rothschild, R. 1993 Business Economics Macmillan.
• Varshney, R. Land Maheshwari, 1994 Manageriaql; Economics, S Chand and Co.
• Koutsoyiannis, A. Modern Economics, Third Edition.
• Chandra, P.2006, Project: Preparation Appraisal Selection Implementation and Review, 6th Edition, Tata
McGraw Hill.
• Goldfield, S.M and Chandler, L. V. The Economics of Money and Banking.
• Salvatore, D, International Economics, 9th Edition, John Wiley & Sons.
• Salvatore, D, Managerial Economics, 5 the edition, Thomson-South Western
SALES MANAGEMENT
Course Code: MMS 106 Credit Units: 04
Course Objective:
It is essential for everybody aspiring to be a sales manager to have an understanding of the concepts of Selling.
This helps them understand not only their role better, but also guides them towards better practice of
management.
To introduce students to the concepts and theories of sales
To develop an understanding of application of these concepts
To help understand the various facets of the role of a sales manager
Course Contents:
Module I: Introduction to Sales Management
Concept, scope, functions; Personal Selling,; Buyers- Sellers dyad and salesmanship.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Laforge, Avita, Professional Selling A trust based approach, Ingram, Harcourt College Publications.
• Smart Selling, Christopher Power.
• David Mayer and H M Greenberg, What makes a good salesman.
• Stanton, Bursnick and Spiro, Management of Sales force.
QUANTITATIVE TECHNIQUES
Course Objective:
The aim of this course is to develop the understanding of the various statistical models used for decisions
making and how each applies to and can be used in the business environment using contemporary computer-
based technology.
Course Contents:
Module I: Introduction
Application of Statistics in Business & Management; Basic Concepts of Statistical Studies: Variable and
Classification of Data; Diagrammatic & Graphical Presentation of Data: Bar Diagram, Histogram, Pie –
Diagram, Stem Leaf Display, Frequency Polygons, and Ogives.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
• Levin R.I. & Rubin S.R. 1998, Statistics for Management, 7th Ed. Prentice Hall Of India
References:
• Anderson David R, Sweeny Dennis J, Williams Thomas A, Statistics for Business and Economics 9th
ed, Cengage learning.
• Keller Gerald, Statistics for Management, Cengage Learning
• Anderson David R, Sweeny Dennis J, Williams Thomas A, Quantitative Methods for Business,
Cengage learning.
• Vohra N.D., Quantitative Techniques in Management, Tata McGraw Hill
BUSINESS COMMUNICATION - I
Course Objective:
One cannot‘not communicate’. This course is designed to facilitate our young Amitians to communicate
effectively by emphasizing on practical communication through refurbishing their existing language skills and
also to bring one and all to a common take-of level.
Course Contents:
Module I: Fundamentals of communication
Relevance of communication
Effective communication
Models of communication
Effective use of language
Examination Scheme:
Course Objective:
This course aims at imparting an understanding of:
Self and the process of self exploration
Learning strategies for development of a healthy self esteem
Importance of attitudes and their effect on work behaviour
Effective management of emotions and building interpersonal competence.
Course Contents:
Module I: Understanding Self
Formation of self concept
Dimension of Self
Components of self
Self Competency
Course Objective:
To familiarize the students with the French language
• with the phonetic system
• with the accents
• with the manners
• with the cultural aspects
To enable the students
• to establish first contacts
• to identify things and talk about things
Course Contents:
Unité 1, 2: pp. 01 to 37
Contenu grammatical: 1. articles indéfinis, masculin et féminin des noms, pluriel des noms
2. Je, il, elle sujets, verbes parler, habiter, s’appeler, être, avoir, masculin et
féminin des adjectifs de nationalité
3. tu, vous sujets, verbes parler, aller, être, c’est moi/c’est toi
4. verbes faire, connaître, vendre, c’est/il est + profession, qui est-ce ? qu’est-
ce que ... ?
5. article défini, complément du nom avec de, quel interrogatif
6. adjectifs possessifs (1), pour + infinitif
7. verbe avoir, ne...pas/pas de, question avec est-ce que ?, question négative,
réponse Si
8. Prépositions de lieu, il y a/qu’est-ce qu’il y a
9. accord et place des adjectifs qualificatifs, il manque...
10. comparatifs et superlatifs, pronoms toniques, pronom on
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Contents:
Module I: Introduction
Self introduction: heissen, kommen, wohnwn, lernen, arbeiten, trinken, etc.
All personal pronouns in relation to the verbs taught so far.
Greetings: Guten Morgen!, Guten Tag!, Guten Abend!, Gute Nacht!, Danke sehr!, Danke!, Vielen Dank!, (es
tut mir Leid!),
Hallo, wie geht’s?: Danke gut!, sehr gut!, prima!, ausgezeichnet!,
Es geht!, nicht so gut!, so la la!, miserabel!
Module V: Articles
The definite and indefinite articles in masculine, feminine and neuter gender. All Vegetables, Fruits, Animals,
Furniture, Eatables, modes of Transport
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
To enable students acquire the relevance of the Spanish language in today’s global context, how to greet each
other. How to present / introduce each other using basic verbs and vocabulary
Course Contents:
Module I
A brief history of Spain, Latin America, the language, the culture…and the relevance of Spanish language in
today’s global context.
Introduction to alphabets
Module II
Introduction to ‘Saludos’ (How to greet each other. How to present/ introduce each other).
Goodbyes (despedidas)
The verb llamarse and practice of it.
Module III
Concept of Gender and Number
Months of the years, days of the week, seasons. Introduction to numbers 1-100, Colors, Revision of numbers
and introduction to ordinal numbers.
Module IV
Introduction to SER and ESTAR (both of which mean To Be).Revision of ‘Saludos’ and ‘Llamarse’. Some
adjectives, nationalities, professions, physical/geographical location, the fact that spanish adjectives have to
agree with gender and number of their nouns. Exercises highlighting usage of Ser and Estar.
Module V
Time, demonstrative pronoun (Este/esta, Aquel/aquella etc)
Module VI
Introduction to some key AR /ER/IR ending regular verbs.
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
• Español, En Directo I A
• Español Sin Fronteras
JAPANESE - I
Course Code: MMS 147 Credit Units: 02
Course Objective:
To enable the students to learn the basic rules of grammar and Japanese language to be used in daily life that
will later help them to strengthen their language.
Course Contents:
Module I: Salutations
Self introduction, Asking and answering to small general questions
Module V: Demonstratives
Interrogatives, pronoun and adjectives
Learning Outcome
Students can speak the basic language describing above mentioned topics
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
References:
• Shin Nihongo no kiso 1
CHINESE – I
Course Code: MMS 148 Credit Units: 02
Course Objective:
There are many dialects spoken in China, but the language which will help you through wherever you go is
Mandarin, or Putonghua, as it is called in Chinese. The most widely spoken forms of Chinese are Mandarin,
Cantonese, Gan, Hakka, Min, Wu and Xiang. The course aims at familiarizing the student with the basic aspects
of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in
practical skills and nurturing them to interact with a Chinese person.
Course Contents:
Module I
Show pictures, dialogue and retell.
Getting to know each other.
Practicing chart with Initials and Finals. (CHART – The Chinese Phonetic Alphabet Called “Hanyu Pinyin” in
Mandarin Chinese.)
Practicing of Tones as it is a tonal language.
Changes in 3rd tone and Neutral Tone.
Module II
Greetings
Let me Introduce
The modal particle “ne”.
Use of Please ‘qing” – sit, have tea ………….. etc.
A brief self introduction – Ni hao ma? Zaijian!
Use of “bu” negative.
Module III
Attributives showing possession
How is your Health? Thank you
Where are you from?
A few Professions like – Engineer, Businessman, Doctor, Teacher, Worker.
Are you busy with your work?
May I know your name?
Module IV
Use of “How many” – People in your family?
Use of “zhe” and “na”.
Use of interrogative particle “shenme”, “shui”, “ma” and “nar”.
How to make interrogative sentences ending with “ma”.
Structural particle “de”.
Use of “Nin” when and where to use and with whom. Use of guixing.
Use of verb “zuo” and how to make sentences with it.
Module V
Family structure and Relations.
Use of “you” – “mei you”.
Measure words
Days and Weekdays.
Numbers.
Maps, different languages and Countries.
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
The aim of this course is to develop the understanding of the various components of the integrated supply chain
from the perspective of Distribution Management. The learning is focused on developing the various models of
logistics and supply chain to suit domestic as well as global markets.
Course Contents:
Module I: Introduction to Distribution
Marketing Channels – Role, Scope, Functions & Structure
Types of channels, Levels of channels
Channel Flows
Examination Scheme:
Course Objective:
In today’s dynamic global scenario people who succeed will have to learn the art of managing functions across
domestic borders. Thus the course aims at exposing the students to the international business activities. The
course would develop a general perspective about managing international business both in operational as well as
strategic context.
Course Contents:
Module I: Overview
Need, Scope, Tasks, Domestic vs. International marketing, International trade Theories, Importance of
International Marketing, Management orientation (Ethnocentric, Polycentric, Regiocentric & Geocentric)
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Keegan, Global Marketing
• Varshney & Bhattacharya, International Marketing Management
• Czinkota , International Business
• Khurana PK , Export Marketing
• Harvard Business Review, Global Business Review (Sage Publications), Global Forum – ITC Geneva
CONSUMER BEHAVIOUR
Course Objective:
To identify and understand the consumers behaviour both household market and business market. It makes a
connection between customer behaviour principles and the elements of marketing strategy. Allowing the
students to see how an understanding of customer behaviour is crucial to successful marketing programs.
Course Contents:
Module I: Understanding Consumer Behaviour
Introduction, Consumer Behaviour & Decision Making Model, Customer Profile. Segmentation, Criterion for
effective segmentation, Criterion for effective Targeting, implementing segmentation strategies
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Assael, Henry, Consumer Behaviour, Asian Books Pvt. Ltd
• Laudon, David L,& Bitta, Albert J Della, Consumer Behaviour, Tata McGraw Hill
• Leudquest, 2004, Consumer Behaviour Biztantra Publication
• Batra, Satish K., & Kazmi, S H H, Consumer Behaviour, Excel Books
PRODUCT AND BRAND MANAGEMENT
Course Code: MMS 204 Credit Units: 03
Course Objective:
In congruence with the aim of marketing to convert a commodity into an identifiable product and to a
subsequent brand, the following two processes will be adopted:
Impart comprehensive understanding of the process of conceptualization and the development of a product
including its positioning and pricing strategies.
Focus to understand the concept of branding, developing a brand personality, identity, image, revitalization
options and the methods to evaluate the brand.
Course Contents:
Module I: Product Management
Introduction and Concepts, Classification, Product Mix and Line decisions. Methods of positioning, Managing
premium products and brands.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Cowley. D, Understanding Brands
• Donald R Lehmann, Russell S Winer Product Management, Tata Mcgraw.
• Jean Noel Kampferer, Strategic Brand Management
• David Aaker, Building strong brands
• David Aaker, Brand Leadership
MARKET RESEARCH
Course Contents:
Module I: Nature and scope of marketing research
Marketing research as input in decision making process, Marketing research and marketing information system.
Applications of marketing research, Planning a research project: Problem identification and formulation.
Research Design: Exploratory, Descriptive and Experimental research designs, Market research on the Internet
Module V
Pre-Writing Considerations, Format of the Marketing research report, Common Problems Encountered when
preparing the marketing research report. Presenting the Research Report
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Luck, David J And Rubin, Ronald S, Marketing Research, Seventh Edition, Prentice Hall of India
• Beri, Gc., Marketing Research, Second Edition, Tata McGraw Hill
• Thomas H. Wancott and R. Wancott, Introductory Statistics for Business and Economics, John Wiley and
Sons, New York.
• Burns, Alvin C and Bush, Ronald F: Marketing Research, 5th Edition, Pearson Education
Software:
• Students can use SPSS 15.0 for analyzing the data for marketing research.
• The software is available in the computer lab.
ECONOMIC AND BUSINESS LEGISLATION
Course Objective:
The objective of this course is to develop in students the understanding of the role of business environment in
general and the legal environment in particular in management decision making. It aims at giving insight into
various Business and Economic Laws so that the students are able to interpret the provisions of some of the
important laws and apply the same in commercial and industrial organizations.
Course Contents:
Module I: Legal Environment of Business
Environment of Business, Its importance, Change in business environment consequent to economic reform,
industrial policy, trade policy, macro reform, MNC’s role, financial services, private sector, Legal environment of
business.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
Course Objective:
The objective of this course is to develop an understanding of short-term and long-term financial decisions of a firm
and various financial tools used in taking these decisions. It is also aimed to develop the understanding of the
financial environment in which a company operates and how it copes with it.
Course Contents:
Module I: Introduction
A Framework for Financial Decision-Making- Financial Environment, Changing Role of Finance Managers,
Objectives of the firm
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
Course Objective:
This course is designed to hone the PR skills of the budding managers and enable them to be an integral part of the
corporate communication network. The Verbal Communication (oral and written) will be the lingua franca of this
endeavor.
Course Contents:
Module I: Communication in Practice
Verbal Communication
1. Communication Networks
2. Developing writing skills
Inter- office communication
The business letters
E mail – Netiquette (etiquette on the mail)
Intra- office communication
Memos
Notices
Circulars
Agenda and Minutes
Business Report writing
Resume writing
Examination Scheme:
Course Contents:
Module I: Behavioural Communication
Scope of Behavioural Communication
Process – Personal, Impersonal and Interpersonal Communication
Guidelines for developing Human Communication skills
Relevance of Behavioural Communication in relationship management
Course Objective:
To enable the student
• to talk about his time schedule
• to talk about travel
Course Contents:
Unité 3, 4: pp. 42 to 72:
Examination Scheme:
Components CT1 CT2 C I V A
Weightage (%) 20 20 20 20 15 5
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which
will later help them to strengthen their language.
To give the students an insight into the culture, geography, political situation and economic opportunities available
in Germany
Introduction to Grammar to consolidate the language base learnt in Semester - I
Course Contents:
Module I: Everything about Time and Time periods
Time and times of the day.
Weekdays, months, seasons.
Adverbs of time and time related prepositions
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
To enable students acquire more vocabulary, grammar, Verbal Phrases to understand simple texts and start
describing any person or object in Simple Present Tense.
Course Contents:
Module I
Revision of earlier modules.
Module II
Some more AR/ER/IR verbs. Introduction to root changing and irregular AR/ER/IR ending verbs
Module III
More verbal phrases (eg, Dios Mio, Que lastima etc), adverbs (bueno/malo, muy, mucho, bastante, poco).
Simple texts based on grammar and vocabulary done in earlier modules.
Module IV
Possessive pronouns
Module V
Writing/speaking essays like my friend, my house, my school/institution, myself….descriptions of people,
objects etc, computer/internet related vocabulary
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
• Español, En Directo I A
• Español Sin Fronteras
JAPANESE - II
Course Objective:
To enable the students to converse in the language with the help of basic particles and be able to define the
situations and people using different adjectives.
Course Contents:
Module I: Verbs
Transitive verbs, intransitive verbs
Learning Outcome
Students can speak the language describing above-mentioned topics.
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
References:
• Shin Nihongo no kiso 1
CHINESE – II
Course Code: MMS 248 Credit Units: 02
Course Objective:
Chinese is a tonal language where each syllable in isolation has its definite tone (flat, falling, rising and
rising/falling), and same syllables with different tones mean different things. When you say, “ma” with a third
tone, it mean horse and “ma” with the first tone is Mother. The course aims at familiarizing the student with the
basic aspects of speaking ability of Mandarin, the language of Mainland China. The course aims at training
students in practical skills and nurturing them to interact with a Chinese person.
Course Contents:
Module I
Drills
Practice reading aloud
Observe Picture and answer the question.
Tone practice.
Practice using the language both by speaking and by taking notes.
Introduction of basic sentence patterns.
Measure words.
Glad to meet you.
Module II
Where do you live?
Learning different colors.
Tones of “bu”
Buying things and how muchit costs?
Dialogue on change of Money.
More sentence patterns on Days and Weekdays.
How to tell time. Saying the units of time in Chinese. Learning to say useful phrases like – 8:00, 11:25, 10:30
P.M. everyday, afternoon, evening, night, morning 3:58, one hour, to begin, to end ….. etc.
Morning, Afternoon, Evening, Night.
Module III
Use of words of location like-li, wais hang, xia
Furniture – table, chair, bed, bookshelf,.. etc.
Description of room, house or hostel room.. eg what is placed where and how many things are there in it?
Review Lessons – Preview Lessons.
Expression ‘yao”, “xiang” and “yaoshi” (if).
Days of week, months in a year etc.
I am learning Chinese. Is Chinese difficult?
Module IV
Counting from 1-1000
Use of “chang-chang”.
Making an Inquiry – What time is it now? Where is the Post Office?
Days of the week. Months in a year.
Use of Preposition – “zai”, “gen”.
Use of interrogative pronoun – “duoshao” and “ji”.
“Whose”??? Sweater etc is it?
Different Games and going out for exercise in the morning.
Module V
The verb “qu”
Going to the library issuing a book from the library
Going to the cinema hall, buying tickets
Going to the post office, buying stamps
Going to the market to buy things.. etc
Going to the buy clothes …. Etc.
Hobby. I also like swimming.
Comprehension and answer questions based on it.
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
The objective of this course is to develop an understanding of:
• The integrative role of all areas of management in business.
• The prescriptive and descriptive ideas of theorist’s practitioners and researchers in the field.
• The principles of management and their relevance in business.
• The methods and techniques of strategic choice and strategic implementation over different industries
• Measurement of performance in various business and effect of strategies
• Difference between traditional and contemporary business management
Course Contents:
Module I: Introduction
Concept of Planning, Evolution of Strategic Management, Corporate Strategy, Patterns of Strategy
Development, Levels of Strategy, Competitive scope and value chain
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Pearce John A & Robinson R B, 1977, Strategic Management: Strategy Formulation and Implementation,
3rd Ed., A.I.T.B.S. Publishers & Distributors.
• Aaker David, Strategic Market Management, 8th Ed., John Wiley and Sons
• Regular reading of all latest Business Journals: HBR, Strategist, Business World, Business India, Business
Today.
• Porter Michael, Competitive Advantage: Creating and sustaining superior performance, Free press.
• Thomson & Strickland, Business Policy and Strategic Management, 14th Ed., Tata Mc Graw Hill
MANAGERIAL COMPETENCIES AND CAREER DEVELOPMENT
Course Contents:
Module I: Introduction to Managerial Competencies
Business Service Performance Management and Future Managers, managerial Competencies. Values for
managerial effectiveness and competencies in career development. Individual career goals and action plan.
Examination Scheme:
Components P1 C1 CT1 EE1
Weightage (%) 10 50 20 20
In order to achieve these objectives, each student will maintain and submit a file (Internship File) and a report
(Internship Report).
INTERNSHIP FILE
The Internship File aims to encourage students to keep a personal record of their learning and achievements
throughout the Programme. It can be used as the basis for lifelong learning and for job applications. Items can
be drawn from activities completed in the course modules and from the workplace to demonstrate learning
and personal development.
The File will assess the student’s analytical skills and ability to present supportive evidence, whilst
demonstrating understanding of their organization, its needs and his/her own personal contribution to the
organization.
The File is essentially a comprehensive documentation of how one proceeds while working on the assignment
and should be regularly checked by the faculty guide/ supervisor, issues discussed with the students, doubts if
any clarified and signed as having done so. This will form the basis of continuous evaluation of the project.
The File will include five sections in the order described below.
1. The Title Page – An Internship Experience Report For (Your Name), name of internship organization,
name of the Supervisor/Guide and his/her designation, date started and completed, and number of credits
for which the report is submitted.
2. Table of Content – An outline of the contents of the file by topics and subtopics with the page number and
location of each section.
3. Introduction – Short, but should include how and why you obtained the internship experience position and
the relationship it has to your academic/professional and career goals.
4. Main Body – Should include a brief summary/ executive summary of the Internship Project Report that
the student has worked on, an analysis of the company/organization in which the student is working, a
personal review of the student’s management skills and how they have been developed through the
programme, the daily tasks performed, major projects contributed to, dates and hours spent on a task,
observations and feelings, meetings attended and their purposes, listing of tools and materials and their
suppliers, and photographs if possible of projects, buildings and co-workers.
5. Appendices – Include pamphlets, forms, charts, brochures, technical and descriptive literature, graphs and
other information related to your Internship experience.
INTERNSHIP REPORT
The Internship Report is the research report that the student has to prepare on the project assigned by the
organization. (Incase a student is not assigned a specific research project in the organization, he has to select any
one aspect of the organization and prepare a research report on it). The lay out of the report should be as per the
standard layout prescribed by the organization wherein the student undertakes the Internship. In case, there is no
layout prescribed by the organization the following components should be included in the report:
Acknowledgements
Acknowledgment to any advisory or financial assistance received in the course of work may be given. It is
incomplete without student’s signature.
Abstract
A good "Abstract" should be straight to the point; not too descriptive but fully informative. First paragraph
should state what was accomplished with regard to the objectives. The abstract does not have to be an entire
summary of the project, but rather a concise summary of the scope and results of the project. It should not
exceed more than 1000 words.
Table of Contents
Titles and subtitles are to correspond exactly with those in the text.
Introduction
Here a brief introduction to the problem that is central to the project and an outline of the structure of the
rest of the report should be provided. The introduction should aim to catch the imagination of the reader, so
excessive details should be avoided.
Note that in writing the various secions, all figures and tables should as far as possible be next to the
associated text, in the same orientation as the main text, numbered, and given appropriate titles or captions.
All major equations should also be numbered and unless it is really necessary, do not write in “point” form.
While presenting the results, write at length about the the various statistical tools used in the data
interpretation. The result interpretation should be simple but full of data and statistical analysis. This data
interpretation should be in congruence with the written objectives and the inferences should be drawn on
data and not on impression. Avoid writing straight forward conclusion rather, it should lead to
generalization of data on the chosen sample.
Results and its discussion should be supporting/contradicting with the previous research work in the given
area. Usually one should not use more than two researches in either case of supporing or contradicting the
present case of research.
Appendices
The Appendices contain material which is of interest to the reader but not an integral part of the thesis and
any problem that have arisen that may be useful to document for future reference.
References
References should include papers, books etc. referred to in the body of the report. These should be written
in the alphabetical order of the author's surname. The titles of journals preferably should not be abbreviated;
if they are, abbreviations must comply with an internationally recognised system.
Examples
For research article
Voravuthikunchai SP, Lortheeranuwat A, Ninrprom T, Popaya W, Pongpaichit S, Supawita T. (2002)
Antibacterial activity of Thai medicinal plants against enterohaemorrhagic Escherichia coli O157: H7. Clin
Microbiol Infect, 8 (suppl 1): 116–117.
For book
Kowalski,M.(1976) Transduction of effectiveness in Rhizobium meliloti. SYMBIOTIC NITROGEN
FIXATION PLANTS (editor P.S. Nutman IBP), 7: 63-67
The Layout Guidelines for the Internship File & Internship Report
• A4 size Paper
• Font: Arial (10 points) or Times New Roman (12 points)
• Line spacing: 1.5
• Top and bottom margins: 1 inch/ 2.5 cm; left and right margins: 1.25 inches/ 3 cm
Examination Scheme:
Continuous Evaluation by faculty guide 15%
Continuous evaluation by CRC 15%
Feedback from industry guide 35%
Report, Presentation & Viva Voce 35%
TOTAL 100%
BUSINESS COMMUNICATION - III
Course Objective:
‘Actions speak louder than words.’ Every business communicator needs to understand the nuances of ‘body
language and voice.’ This course is designed to enable the young Amitian to decipher the relevance of Kinesics,
Proxemics and Para Language that cater to the fundamental requirements of effective business presentations and
speeches.
Course Contents:
Module I: Non - Verbal Communication
Principles of non- verbal communication
Kinesics
Proxemics
Paralanguage and visible code
Note:
1 written test of 20 marks of one hour duration will be conducted. Also, each student will be required to make a
presentation for 20 marks over and above the teaching hours. They will have to be programmed accordingly.
Examination Scheme:
Course Objective:
This course aims to enable students to:
Understand the concept and building of teams
Manage conflict and stress within team
Facilitate better team management and organizational effectiveness through universal human values.
Course Contents:
Module I: Teams: An Overview
Team Design Features: team vs. group
Effective Team Mission and Vision
Life Cycle of a Project Team
Rationale of a Team, Goal Analysis and Team Roles
Course Objective:
To furnish linguistic tools
• to talk about work and problems related to work
• to perform simple communicative tasks (explaining a set back, asking for a postponement of appointment, give
instructions, place orders, reserve)
• to master the current social communication skills
• oral (dialogue, telephone conversation)
• Written (e-mails, reply to messages)
Course Contents:
Unité 5, 6: pp. 74 to 104
Contenu grammatical:
1. futur proche, articles partitifs, un peu de, beaucoup de, une bouteille de, un
morceau de…
2. pronoms COD, venir de + infinitif, verbes appeler (au présent)
3. passé composé avec avoir, affirmatif et interrogatif, savoir et connaître
4. passé composé avec être, accord du participe passé, négation
5. pronoms COI, être en train de
6. ne…rien, ne…personne, ne…plus, ne…pas encore, qu’est-ce que/ qu’est-ce qui/qui
est-ce que/qui est-ce qui
7. passé composé des verbes pronominaux
8. si/quand+présent, ne…plus, ne …pas encore
9. impératif présent (2) place du pronom et verbes pronominaux
10. trop/pas assez, verbe devoir au conditionnel présent
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which
will later help them to strengthen their language.
To give the students an insight into the culture, geography, political situation and economic opportunities available
in Germany
Course Contents:
Module I: Modal verbs
Modal verbs with conjugations and usage
Imparting the finer nuances of the language
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
To enable students acquire knowledge of the Set/definite expressions (idiomatic expressions) in Spanish language
and to handle some Spanish situations with ease.
Course Contents:
Module I
Revision of earlier semester modules
Set expressions (idiomatic expressions) with the verb Tener, Poner, Ir….
Weather
Module II
Introduction to Gustar…and all its forms. Revision of Gustar and usage of it
Module III
Translation of Spanish-English; English-Spanish. Practice sentences.
How to ask for directions (using estar)
Introduction to IR + A + INFINITIVE FORM OF A VERB
Module IV
Simple conversation with help of texts and vocabulary
En el restaurante
En el instituto
En el aeropuerto
Module V
Reflexives
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
• Español, En Directo I A
• Español Sin Fronteras -Nivel Elemental
JAPANESE - III
Course Code: MMS 347 Credit Units: 02
Course Objective:
To enable the students to converse in the language with the help of basic verbs and to express themselves effectively
and narrate their everyday short encounters. Students are also given projects on Japan and Japanese culture to widen
their horizon further.
Note: The Japanese script is introduced in this semester.
Course Contents:
Module I: Verbs
Different forms of verbs: present continuos verbs etc
Module II
More Adverbs and adverbial expressions
Module V: Comparison
Comparative and Superlative degree
Learning Outcome
Students can speak the language and can describe themselves and situations effectively
They also gain great knowledge in terms of Japanese lifestyle and culture, which help them at the time of
placements.
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
References:
• Shin Nihongo no kiso 1
CHINESE – III
Course Code: MMS 348 Credit Units: 02
Course Objective:
Foreign words are usually imported by translating the concept into Chinese, the emphasis is on the meaning
rather than the sound. But the system runs into a problem because the underlying name of personal name is
often obscure so they are almost always transcribed according to their pronciation alone. The course aims at
familiarizing the student with the basic aspects of speaking ability of Mandarin, the language of Mainland
China. The course aims at training students in practical skills and nurturing them to interact with a Chinese
person.
Course Contents:
Module I
Drills
Dialogue practice
Observe picture and answer the question.
Introduction of written characters.
Practice reading aloud
Practice using the language both by speaking and by taking notes.
Character writing and stroke order
Module II
Measure words
Position words e.g. inside, outside, middle, in front, behind, top, bottom, side, left, right, straight.
Directional words – beibian, xibian, nanbian, dongbian, zhongjian.
Our school and its different building locations.
What game do you like?
Difference between “hii” and “neng”, “keyi”.
Module III
Changing affirmative sentences to negative ones and vice versa
Human body parts.
Not feeling well words e.g. ; fever, cold, stomach ache, head ache.
Use of the modal particle “le”
Making a telephone call
Use of “jiu” and “cal” (Grammar portion)
Automobiles e.g. Bus, train, boat, car, bike etc.
Traveling, by train, by airplane, by bus, on the bike, by boat.. etc.
Module IV
The ordinal number “di”
“Mei” the demonstrative pronoun e.g. mei tian, mei nian etc.
use of to enter to exit
Structural particle “de” (Compliment of degree).
Going to the Park.
Description about class schedule during a week in school.
Grammar use of “li” and “cong”.
Comprehension reading followed by questions.
Module V
Persuasion-Please don’t smoke.
Please speak slowly
Praise – This pictorial is very beautiful
Opposites e.g. Clean-Dirty, Little-More, Old-New, Young-Old, Easy-Difficult, Boy-Girl, Black-White, Big-
Small, Slow-Fast … etc.
Talking about studies and classmates
Use of “it doesn’t matter”
Enquiring about a student, description about study method.
Grammar: Negation of a sentence with a verbal predicate.
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
In the fast changing, dynamic marketing environment of 21st century, the role of salesperson has changed from
being seller of products and service to a solution provider. Today, sales manager are looked upon as corporate
team leaders who are able to manage sales across multiple channel formats. They are expected to coordinate
sales and distribution functions in order to achieve the goals of their organizations.
This advanced sales management program is meant to acquaint the aspiring sales managers with theories,
concepts, techniques and practices related to sales in this era of higher customer orientation of businesses.
Course Contents:
Module I: Nature, role and importance of Sales Management
Evolution of Sales Management to modern day, Nature and importance of Sales Management, Emerging trends
in Sales Management, Selling Situations and Selling Skills, Negotiation & Problem Solving
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Sales Management-E Cundiff and N Govini 5th Edition. Prentice Hall of India.
• Sales and Distribution Management- Tapan Panda and Sunil Sahadev, Oxford, 2007
• Smart Selling, Christopher Power.
• What makes a good salesman, David Mayer and H M Greenberg.
• Management of Sales force, Stanton, Bursnick and Spiro
• Sales and Distribution Management-KK Havaldar and VM Cavale, 2008. T M Hill
ADVERTISING AND SALES PROMOTION
Course Code: MMS 304 Credit Units: 03
Course Objective:
To familiarize students with advertising concepts and strategies, the methods and tools used. Enabling them to
develop advertising strategies and plans and to develop the judgment parameters required in product
management, to evaluate advertising.
Course Contents:
Module I: Advertising Introduction
Advertising defined – Nature, Scope, Types & Limitations of Advertising.
Role of advertising in Marketing Mix.
Advertising as industry.
Advertising agencies – Client Agency relationships
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Magazines, A&M, Brand Equity, Business World
• Wright, Winter, Ziegler, Advertising
• David Ogilvy, Trout and Ries, Advertising
• Sandage, Fryburger, Ratroll, Advertising Theory & Practice
• SL Gupta, Advertising & Sales promotion, S Chand Publication.
INDUSTRIAL MARKETING
Course Code: MMS 305 Credit Units: 03
Course Objective:
To understand how marketing for industrial good is different from the traditional marketing. To be aware of the
success stories and failures in Industrial Marketing.
Course Contents:
Module I
Environment of industrial and consumer marketing, profile of an industrial buyer, industrial and consumer
marketing, organizational buying process and organizational buying behaviour, commercial and institutional
buying, Bidding, tendering, channel behaviour, industrial establishment. OEM and impact on pricing policies.
Module II
The strategic perspective in industrial marketing, the GE matrix, Michael Porter’s generic options theory,
economies of scale Vs economies of scope. Case Discussion.
Module III
Buyer seller interactions, sales culture overshadowing the marketing culture, interactive transactions,
organizational buying environment, individual Vs group decision making and buying center influences.
Assessing the market reach, fragmented markets and their implications.
Module IV
Industrial marketing communications, advertising, publicity, sales promotion possibilities, the role of
exhibitions and domestic and international contacts, the marketing intelligence, role of MIS and DSS and
evaluating the marketing strategies and performances.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Michael D Hutt and Thomas W Speh, Industrial Marketing Management: A strategic view of business
markets
• Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
• Magazines- Advertising and Marketing, Business World, Business India.
SERVICES MARKETING
Course Code: MMS 306 Credit Units: 03
Course Objective:
Ever after the postindustrial era, services have grown immensely owing to the dynamic technical, economic,
political, social and competitive environment. The understanding of the concepts of services is very critical as
they now form the backbone of a healthy organization.
The course aims to introduce the concepts of services and marketing of services. To draw a clear distinction
between products and services and further make the students understand the complexities involved in handling
services.
Course Contents:
Module I: Overview of services
Concept of Services, services environment, Service models, classification of service industry, Growth of service
industries, Characteristics of services: The 4 I’s of services, Classification of services.
Module II
Managing knowledge in a service firm (Marketing research). Buying behaviour of the service consumer family
life cycle and services consumptions. Multi attribute model to understand consumer attitudes.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Lovelock, Christopher & Wirtz Jochen, 2004, Services Marketing, Pearson Education
• Woodruffle, Helen, Services Marketing, Macmilan Publishing
• Kertz, David L, & Clow, Kenneth. E, 2004, Services Marketing, Biztantra Publishers
RURAL AND AGRICULTURAL MARKETING
Course Objective:
To understand how is marketing done in rural India. To be aware of the success stories and failures in rural
Indian Marketing.
Course Contents:
Module I
Rural marketing an overview, principles of marketing as relevant to rural marketing changing concept of
marketing, profiles of urban/ customers and differences in their characteristics.
Module II
Features of rural markets/ infrastructure, products and services in the rural markets and channels of distribution
and trade management.
Module III
Transportation and communication, advertising and sales promotion strategies for rural marketing and
characteristics of pricing in rural markets for different products and factors influencing.
Module IV
Marketing objectives, sales target strategies, organizing for rural marketing and new product launch techniques
for rural markets.
Module V
Marketing strategies, policy, sales management practices training, motivation and Examination.
Module VI
Rural Market research and market information system and a glimpse of the future of rural marketing.
Module VII
Case Studies: ITC eChaupal, HLL Project Shakti, Sagar, DCM Haryali
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• TP Gopalaswamy, Rural Marketing,
• Newspapers- Economic Times, Business Standard, Financial Express, Brand Equity.
• Magazines- Advertising and Marketing, Business World, Business India
ENTREPRENEURSHIP AND NEW VENTURES
Course Objective:
The course will help the students to acquaint with the special challenges of starting new ventures, introducing
new product and service ideas.
Course Contents:
Module I: Concept of an entrepreneur and Entrepreneurship
The entrepreneur’s role, task and personality, A typology of entrepreneurs: Defining survival and success,
Entrepreneurship as a style of management, The entrepreneurial venture and the entrepreneurial organization
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Allen, Foster – Entrepreneurship for Dummies, IDG Books Worldwide.
• Burton and Bragg – Accounting and Finance for your Small Business, John Wiley and Sons, New York
• Cook Michelle & Cook Curtis - Competitive Intelligence, Kogan Page.
• Peter Krass – Book on Entrepreneur’s Wisdom, John Wiley.
• West Chris - Competitive Intelligence, Polgrave Publications.
MANAGEMENT IN ACTION - SOCIAL, ECONOMIC AND
ETHICAL ISSUES
Course Objective:
The course aims at bringing the students closer to reality by developing their understanding of the professional
prerequisites to practice of management in terms of required skills and attitude to respond proactively to rapid
discontinuous change in business environment. Integrative in approach, this course aims at developing not
theoreticians but practitioners who are expected to sense the ongoing conflict between environmental change
and internal desire of management for stability.
Course Contents:
Module I: Introduction
Modern Management Practices and Issues Involved, Outsourcing Management Services and Evolution of
Management Consultancy, Skills-set required for Management Consultants, Consulting and performance,
counseling
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Cadbury, Sir Adrian, “Ethical Managers Make Their Own rules”. Harvard Business Review, 65, September
/ October 1987.
• Cogner, Jay A, David Finegold and Edward E Lawler III, ‘appraising Boardroom Performance. Harvard
Business Review, January-February 1998.
• Drucker, Peter F. “Managing the Future: The 1990s and Beyond”. Dutton 1992
• Kumar Mangalam Birla Committee Report on Corporate Governance – “Legislation alone is not enough”,
“activating adult committees”. “Shareholder – friendly steps” - The Hindu, October 10, 1999.
• Parekh, Deepak S, “The Real Meaning of Corporate Governance”. Indian Management, August 1999.
• Paine, Lynn Sharp, “Managing Organizational Integrity”. Harvard Business Review, March – April 1994.
• Salmon W.J. “Crises Prevention’s; How to Gear up Your Board”. Harvard Business Review, January-
February 1993, pp 68-75.
• Sodarn, Dr. Kailash, “Transparency in Corporate Governance”, Indian Management Vol. 38, No.10.
October 1999.
• Cadbury, Sir Adrian, “The Company Chairman”, Director Books, Simon Schuster International Group
1990.
• Eccles, R.G. and Crane, D.B. 1995, Doing Deals: Investment Banks at Work, McGraw Hill International
• James O-Shea, Dangerous Company, NB
MANAGERIAL EXCELLENCE
Course Objective:
To help the students of Business Management believe in excellence and create an environment that cultivates
the same. It aims at focusing on the basics and establishes a flexible strategic direction with a team-based
organizational concept as they work to advance their team and their department.
This course is designed to provide hands on experience for professional success. This common sense approach
combining self-examination surveys, class exercises, practical exposure and team work is applicable. The main
area to provide the practical exposure include small activities to a mega event such as guest lectures, industry
visits, placements, seminars, conferences, management competitions, corporate meet, alumni meet, publications
etc. The course will be delivered as under:
Class room 20%
Practical 80%
Course Contents:
Module I: Introduction to Excellence
Self-evaluation, Definition of Excellence, Cultivating the Attitude &Developing the Habit for achieving
excellence
Examination Scheme:
• English, Gary, ‘Phoenix without the ashes: achieving organization .Excellence through common sense
Management’ CRC Press.
DISSERTATION
Course Code: MMS 455 Credit Units: 09
The aim of the dissertation is to provide you with an opportunity to further your intellectual and personal
development in your chosen field by undertaking a significant practical unit of activity, having an educational
value at a level commensurate with the award of your degree
The dissertation can be defined as a scholarly inquiry into a problem or issues, involving a systematic approach
to gathering and analysis of information / data, leading to production of a structured report.
Deciding this is often the most difficult part of the dissertation process, and perhaps, you have been thinking of
a topic for some time.
It is important to distinguish here between ‘dissertation topic’ and ‘dissertation title’. The topic is the specific
area that you wish to investigate. The title may not be decided until the dissertation has been written so as to
reflect its content properly.
Few restrictions are placed on the choice of the topic. Normally we would expect it to be:
• relevant to business, defined broadly;
• related to one or more of the subjects or areas of study within the core program and specialisation stream;
• clearly focused so as to facilitate an in-depth approach, subject to the availability of adequate sources of
information and to your own knowledge;
• of value and interest to you and your personal and professional development.
Keeping records
This includes the following:
Draper P and Pandyal K. 1991, The Investment Trust Discount Revisited, Journal of Business Finance and
Accounting, Vol18, No6, Nov, pp 791-832.
• Finally, you should give any appendices. These should only include relevant statistical data or material
that cannot be fitted into the above categories.
Examination Scheme:
Contents & Layout of the Report 30
Conceptual Framework 10
Objectives & Methodology 15
Implications & Conclusions 15
Viva/ Presentations 30
TOTAL 100
BUSINESS COMMUNICATION - IV
Course Objective:
The influx of multinationals, FDIs and Retail Management makes global communication a harsh reality and offers
cultural communication challenges. This course is designed to inculcate transcultural communication skills among
the young Amitians.
Course Contents:
Module I: Importance of Culture in Communication
Principles of effective cross cultural communication
Developing Communication Competence
Examination Scheme:
Course Objective:
This course aims at imparting an understanding of:
Build and leverage your professional reputation
Maintain focus in pressure situations
Make a balanced choice between professional and personal commitments
Course Contents:
Module I: Individual, Society and Nation
Individual Differences and Dimensions of Personality
Socialization Process
Relating to the Nation: Values, Culture, Religion
Sense of pride and Patriotism
Managing Diversity
• J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer &
Company
• Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers
• Raman, A.T. (2003) Knowledge Management: A Resource Book. Excel Books, Delhi.
• Kamalavijayan, D. (2005). Information and Knowledge Management. Macmillan India Ltd. Delhi
FRENCH - IV
Course Objective:
To strengthen the language of the students with both oral and written
To provide the students with the know-how
• to master the tenses – present, past and future
• to express emotion
• to accomplish simple tasks of day-to-day programmes
• to prepare résumé
Course Contents:
Unité 7: pp. 106
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Contents:
Module I: Present perfect tense
Present perfect tense, usage and applicability
Usage of this tense to indicate near past
Universal applicability of this tense in German
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
To enable students acquire working knowledge of the language; to give them vocabulary, grammar, voice
modulations/intonations to handle everyday Spanish situations with ease.
Course Contents:
Module I
Revision of earlier semester modules
Introduction to Present Continuous Tense (Gerunds)
Module II
Translation with Present Continuous Tense
Introduction to Gustar, Parecer, Apetecer, doler
Module III
Imperatives (positive and negative commands of regular verbs)
Module IV
Commercial/ business vocabulary
Module V
Simple conversation with help of texts and vocabulary
En la recepcion del hotel
En el restaurante
En la agencia de viajes
En la tienda/supermercado
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
To enable the students to comfortably interact using basic Japanese.
Note: Teaching is done in roman as well as Japanese script, students will be taught katankana (another form of
script) in this semester i.e. to be able to write all the foreign words in Japanese.
Course Contents:
Module I
Comparison using adjectives, making requests
Module II
Seeking permission
Module III
Practice of conversations on:
Visiting people, Party, Meetings, After work, At a ticket vending machine etc
Module IV
Essays, writing formal letters
Learning Outcome
Students can speak the language describing above-mentioned topics.
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
References:
• Shin Nihongo no kiso 1
CHINESE – IV
Course Code: MMS 448 Credit Units: 02
Course Objective:
How many characters are there? The early Qing dynasty dictionary included nearly 50,000 characters the vast
majority of which were rare accumulated characters over the centuries. An educate person in China can
probably recognize around 6000 characters. The course aims at familiarizing the student with the basic aspects
of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in
practical skills and nurturing them to interact with a Chinese person.
Course Contents:
Module I
Dialogue Practice
Observe picture and answer the question
Pronunciation and intonation
Character writing and stroke order.
Electronic items
Module II
Traveling – The Scenery is very beautiful
Weather and climate
Grammar question with – “bu shi …. Ma?”
The construction “yao … le” (Used to indicate that an action is going to take place)
Time words “yiqian”, “yiwai” (Before and after).
The adverb “geng”.
Module III
Going to a friend house for a visit meeting his family and talking about their customs.
Fallen sick and going to the Doctor, the doctor examines, takes temperature and writes prescription.
Aspect particle “guo” shows that an action has happened some time in the past.
Progressive aspect of an actin “zhengzai” Also the use if “zhe” with it.
To welcome someone and to see off someone …. I cant go the airport to see you off… etc.
Module IV
Shipment. Is this the place to checking luggage?
Basic dialogue on – Where do u work?
Basic dialogue on – This is my address
Basic dialogue on – I understand Chinese
Basic dialogue on – What job do u do?
Basic dialogue on – What time is it now?
Module V
Basic dialogue on – What day (date) is it today?
Basic dialogue on – What is the weather like here.
Basic dialogue on – Do u like Chinese food?
Basic dialogue on – I am planning to go to China.
Examination Scheme:
C – Project +Presentation
I – Interaction/Conversation Practice
Course Objective:
CRM today examines the observable, quantifiable relationship building techniques and explains how they can
be adapted for use by large, multinational businesses. The emphasis is on enhancing life time value of customers
and developing partnering relationships with profitable loyal customers
The course aims to help our student managers understand the concept and practice of CRM, thereby inculcating
in them the “CRM MINDSET”, which in turn will enable them to occupy some of the positions like: Customer
Care/ Customer Relationship Managers in various B 2 B and B 2 C organizations.
To address these objectives, the course aims to:
Enhance the understanding of various strategic and tactical approaches, tools and support systems that
companies are implementing to develop effective relationship with key customers.
• Develop Managerial insights into the role, value and prospects of CRM in the process of forming,
managing, measuring and enhancing customer relationships.
• Provide Exposure to the Latest technologies used in CRM.
Course Contents:
Module I: Conceptual Foundation of CRM
Introduction to CRM, Difference between transaction and CRM, Database Marketing, Relationship Marketing,
Experiential Marketing, Framework of CRM and its Evolution, Elements of CRM, Different perspective of
CRM, Types of CRM, Benefits of CRM, E-CRM.
Examination Scheme:
Course Objective:
The primary objective of the course is to have students develop marketing competencies in retailing and retail
consulting. The course is designed to prepare students for positions in the retail sector or positions in the retail
divisions of consulting companies. The course can also benefit students interested in starting their own
consulting firm. Students taking the course will develop a fundamental understanding of retailing and come
away with a fundamental appreciation of the problems, constraints, and opportunities faced by retailers.
Simultaneously, students taking the course will develop a fundamental understanding of retail consulting. This
includes developing an understanding of the challenges and opportunities faced by professionals and companies
in this sector of the consulting industry. Besides learning more about retailing and retail consulting, the course is
designed to foster the development of the student’s critical and creative thinking skills.
Course Contents:
Module I
Define Retailing, Retail Scenario (Globally and in India), Growth of Retail Business / Outlets in India. Key
Drivers of Retailing in India, Evolution of Retailing through the Four Gears, Organized Retailing in India,
Retail Formats and their Characteristics viz. Location, space / layout, merchandise, Customer profile etc.
Formats: Super market, Specialty Store, Departmental Store, The Plaza, The Mall, The emporium, The Bazaar,
Stop-Over, Single Size Denomination, Kiosk
Module V
Defining Shopping Mall, How Shopping Mall differs from other Retail Formats in characteristics such as
Location, Space / Layout, Merchandise, Customer Profile, Niche conveniences
Shopping Centre / Mall Location: Existing mall traffic, clean environment, designated parking area, Medium
to high rental cost (Examples: DLF Mall in Delhi, Spencer Plaza in Chennai, and Crossroads in Mumbai)
Strengths and Weaknesses of the Mall Format
Licenses and Permits for Mall Operations: (if applicable) Building / Scaffolding Permits, Busking Licences,
Outdoor dining permits, Peaceful assembly / rally, Vehicle access permits
Characteristics of typical Neighborhood, Community, and Regional types of U.S., Planned Shopping Centers/
Malls, Entertainment as Customer Value in Malls
Module VI
Lessons from the experience of Crossroads in India: Define the target audience clearly, Be mindful of
shopping basket, Plan the lay-out smartly, Setting the lease rental appropriately, Sensitive mall management,
Cater to the internal customer, Quasi- Mall - Is this the right format for India?, Stories of some great malls
world-wide viz. DDF, Wal-Mart, etc., Visit to DLF Mall and City Center.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
Course Objective:
Direct marketing is quickly becoming an integral part of the marketing strategies of general marketing as well as
the method of operation of traditional direct marketers. The course focuses on the marketing perspectives and
technologies that are distinctly direct marketing and with the interrelationship of direct marketing with the
general marketing field.
Course Contents:
Module II: Analyzing & Encashing Marketing opportunities for Direct Marketing
Research design for direct marketers, The Customer Database: Analysis and Application, Consumer & Business
mailing list, offer, Media of direct marketing- Magazines, Newspaper, TV/ Radio, Co-Ops, Telemarketing,
Internet E-communications, Managing Direct Sales Force.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Nash, Edward L, Direct Marketing Hand Book, Tata McGraw Hill
MARKETING OF FINANCIAL SERVICES
Course Objective:
The course aims to help our student understand the concept and practice of financial services in India. Financial
Services is the fastest growing sector and offers the Maximum Opportunity of growth for Students
Course Contents:
Module I
Management of financial services, understanding the financial products, Overview of various financial services
in India
Module II
Insurance-Meaning, advantages, various types of insurance, Financial planning process, Risk management –
Strategy to cover risk, introduction to IRDA, Marketing Channels & selling Strategies followed by insurance
sector in India.
Module III
Mutual funds-Meaning, history and current market scenario –Indian and global, Types of mutual funds, Debt
funds and types of Debt schemes, Types of equity funds/Growth funds, concept of hybrid funds, Mutual funds
Vs. Other investments, Fund Structure, Introduction to the role and responsibility of Asset
management company, Registrars, custodian, sales distribution channels.
Module IV
Retail bank products-Meaning of banking business, introduction to various bank products Selling bank products,
concept of cross selling, Impact of technology on bank marketing.
Module V
Introduction to housing finance, Venture Capital Funds, Merchant banking, Credit cards.
Module VI
Introduction to the Stock Market & Commodity Markets. There functioning.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
Course Objective:
The objective of the course is to understand the growing significance and impact of services on the growth and
economy and the scientific ways to run the operations so as to optimize the business and brand returns.
Course Contents:
Module I: Service as Strategy
Concepts and understanding, Brand significance and impact on businesses Nature of services and service
products, customer centric operations and building services for competitive advantage.
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
References:
• Rust, Zahorik & Keiningham, Service Marketing
• Kenneth E. Clow & David L. Kurtz, Service Marketing
SUPPLY CHAIN COMPETITIVENESS
Course Objective:
With increasing competition and lesser product differentiation, companies are focusing on supply chain
management to achieve competitive advantage. The course aims to familiarize students of modern systems and
procedures in supply chain management. Also, to develop their closer and better understanding of logistics
activities & their criticality in managing efficient supply chain.
Use of information technology and internet will be highlighted so as to enable students to design supply chain
for competitive advantage. Best practices in Supply Chain Management will be studied across industries with
special focus on retailing sector.
Course Contents:
Module I: Supply Chain – Overview
“Soil-to-dust”Concept of supply chain. Need & importance of integrated supply chain. Building blocks of
supply chain network. , Supplier Network Development, Make-or-buy
Examination Scheme:
Components C A CT EE
Weightage (%) 10 5 15 70
• Supply Chain Management: Strategy, Planning, and Operation: Sunil Chopra and Peter Meindel, Prentice
Hall of India, 2002
• Logistics and Supply Chain Management: G Raghuram, N Rangaraj