Programme MBA CBCS (FT) Semester (I/III)

24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Course Title : Business Ethics Total Contact Hours: 3 Hrs

Subject Code : 3003 Total Credit Points: 3
Work load-Hrs/Week:
Evaluation Scheme : Continuous Internal Assessment:
Semester End Examination:

Module I No.of hrs.: 10

Business Ethics: Meaning and Concept, Definition of Business Ethics, Role of ethics in personal life,
ethical business practices impact of ethics on society. Theories in ethics

Total Marks: 10

Module II No.of hrs.:

Ethical dilemma case studies evolving organization ethics, ethical decision making,

Total Marks: 8

Module III No.of hrs.:

management of ethics, in the organization. Johnson and Johnson case about organization ethos,
Bhupal Gas tragedy, Sathym scandal, Global financial crisis,

Total Marks: 8

Module IV No.of hrs.:

Field assignment to assess organizational --- and awareness about ethics in small and medium
scale organization.

Total Marks: 6

Module V No.of hrs.:

Presentation debates interaction with business leaders, NGO’s Office Bearers of chamber, of
commerce a academicians.

Total Marks: 8

Text Books:
Title Author Publisher Year
Business Ethics Acfemanlo Pearson 2010
Ethics as conduct of business John R. Pearson 2007
Business Ethics O.C. Ferrelletal Biztantra 2009

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Course Title : Brand Management Total Contact Hours: 30 Hrs

Subject Code : 3012 Total Credit Points: 2
Work load-Hrs/Week: 2 hrs/week
Evaluation Scheme : Continuous Internal Assessment: 25
Semester End Examination: 25
Module I No.of hrs.: 4 hrs
Branding perspectives, branding challenges and opportunities, the brand equity concept, strategic
brand management process,

Module II No.of hrs.: 6 hrs

Identifying and establishing brand positioning and values, customer based brand equity, steps of
brand building, brand building implications, brand positioning and values, positioning guidelines,
defining and establishing brand values

Module III No.of hrs.: 10 hrs

Planning and implementing brand marketing programs, choosing brand elements to build brand
equity, options and tactics for brand elements, designing marketing programs to build brand equity,
product strategy, pricing strategy, channel strategy, Integrating marketing communications, to build
brand equity, leveraging secondary brand knowledge to build brand equity

Module IV No.of hrs.: 5 hrs

Measuring and interpreting brand performance, developing a brand equity measurement and
management system, the brand value chain, designing brand tracking studies, measuring sources
of brand equity, measuring outcomes of brand equity

Module V No.of hrs.: 5 hrs

Growing and sustaining brand equity, designing and implementing branding strategies, introducing
and naming new product and brand extensions, managing brands over time, managing brands over
geographical boundaries, market segments, reasons for brand failure

Text book:
Strategic brand management- Kevin Keller- Pearson Education

Reference:
Brand management The Indian Context – Y L R Moorthi –Vikas Publication
Product Management by Donald R Lehmann and Russel S Winner 2nd Edition
Irwin/McGraw Hill

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Course Title :Customer Relationship Management Total Contact Hours:30 Hrs

Subject Code : 3009 Total Credit Points: 02
Work load-Hrs/Week: 02
Evaluation Scheme : Continuous Internal Assessment: 25
Semester End Examination: 25

Module I No.of hrs.: 06

Introduction to Relationship Marketing
Introduction to Relationship Marketing, CRM definition, Evolution & scope, strategies of CRM,
customer value, types of CRM
Total Marks:04

Module II No.of hrs.: 08

Significance of CRM, Types of customers & relationship styles, customer value management,
customer satisfaction importance & strategies.
Total Marks:08

Module III No.of hrs.: 06

Customer Acquisition, Retention & Segmentation, Customer Life time value computation
Crafting the right value propositions -Define purpose of relationship -Setting relationship boundaries
–Customer matrix
Total Marks:06

Module IV No.of hrs.: 10

Implementation CRM & E CRM
Role of IT in CRM, contact centre technology, customer management technology, personalization,
data mining technology
Total Marks:07

Text Books:
Title Author(s) Publisher Year
CRM concepts & applications ALok Kumar & Others Biztantra
CRM a database approach V Kumar & others WILEY India
CRM a strategic perspective G shainesh & Others Mac Millan

URLs/Websites: Reference Books:

www.Ebay.com

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Course Title : Introduction to e-commerce Total Contact Hours: 30

Subject Code : 3013 Total Credit Points: 2
Work load-Hrs/Week: 2
Evaluation Scheme : Continuous Internal Assessment: 25
Semester End Examination: 25

Module I No.of hrs.: 5

Introduction to E-Commerce:
Its meaning, Framework, The anatomy of E-commerce applications, E-commerce consumer
applications & E-commerce organization applications. Total Marks: 4

Module II No.of hrs.: 7

The internet terminology:
Chronological history of the internet, Internet Governance, Client server Network security,
Fire walls and network security. Data and message security, Encrypted documents and E-
mail. Network infrastructure for E-Commerce and network security Components of the I-
Way- Network access equipments, Global information distribution networks, Public Policy
issues shaping the 1- Way Utility of and demonstration of Client – Server architecture,
Total Marks: 6

Module III No.of hrs.: 5

Web – site designing –Web background, www as architecture, E – Com & www & consumer
oriented E-Commerce. Technology behind the web, security and the web- consumer oriented application
mercantile process models. E – Shopping & exercises with virtual mall – Introduction to Shopping Cart.

Total Marks: 4

Module IV No.of hrs.: 7

Electronic payment systems:
Types of E-payment systems, Digital token based, smart cards, Credit card based E- payment
systems, Risk and E – Payments systems, Designing E-payment systems, Electronic Data
Interchange, EDI applications in business -legal, security and privacy issues. Internet based EDI.
Internal information systems, work flow automation and co- ordination - customization and internal
commerce, Supply Chain Management, types of digital documents & corporate data ware houses. Demo
of E – banking system, payment methods.
Exercise on EDI. Total Marks: 6

Module V No.of hrs.: 6

Advertising and marketing on the Internet:
The new age of information based Marketing, Advertising on the internet & Market Research.
Finding out different ad copies and hit counts. Marketing research on net with the help of search
engines. Ethical and Unethical issues related to e-commerce: Cyber security & cyber crimes,

Total Marks: 5

Text Books:

Reference Books: e commerce an Indian prospective by P T Joseph 3rd edition - PHI

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Course Title : Industrial Marketing Contact Hours: 45 Hrs

Subject Code: 3005 Credit Points: 03
Work load: 3 hrs per week
Evaluation: Continuous Internal Assessment - 25 marks
Semester End Examination - 50 marks

Course Objectives
1. To gain insights in to the various steps of Organizational Buying Process.
2. To understand the planning process for Industrial Marketing products and services and the modalities of
Segmenting, Targeting and Positioning Industrial products and Services.
3. To understand global practices of Organizational Buying and analyze the web presence of Companies.
4. To understand the process of managing Industrial Marketing Channels, advertising for Industrial products
and
Services and Managing the personal Sales force for Industrial Markets.

Teaching Methodology
Lectures, Presentations, Interaction with Industry Experts, Assignments, Case Studies and Live projects /
Exercises.

Course Outline
Session Module Session Readings Additional Cases / Project /
No. No. Details From Text Readings Articles Exercises
01 Introduction to the Course /
Appreciation of the Course 1) Ch.1 & 2
02 Definition of Indl.Mktg by
Industrial/ Chapter 1 Reeder &
Consumer Product Reeder
& Difference from [PHI]
between both.
Basis of Business
Classification and Concept of
Marketing 2) Ch.1,12
01 Derived Demand. Manage- & 13
03 Classification of -ment Indl. Mktg
Industrial by: by
Consumers [CE/ Michael P.K.Ghosh
Govt./Institutions] Hutt & [Oxford]
04 & Classification of Thomas
05 Industrial Pdts with Speh
Mktg Strategies 3) Ch.1 & 2
[9th Edn] Indl.Mktg
[Thomson] by
Havaldar
[TMH]

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Session Module Session Readings Additional Cases / Project /

No. No. Details From Text Readings Articles Exercises
06 Key
Characteristics of
Organizational 1) CASE 1
Buying Process
[OBP] “ Managing
Supplier
Purchase Relation-
Organization 1) Ch.3, 4 & 2 -ships:
[Structure/ 5 from Saturn v/s
Functions] Indl.Mktg by DaimlerChr-
Reeder & -ysler
07 & 08 Industrial Buying ProcessChapters Reeder [Pg.57, Hutt
[8 Stage Model] 2 and 3 and Speh]
09 &10 Buying Center,
Buying Situation Analysis from
with Mktg
Strategies Business
11 Buying Motivations of Marketing 2) Ch. 3 & 4
02 Industrial Buyers [Rational/
Manage- Indl. Mktg by
Emotional Motives] -ment P.K.Ghosh
12 & 13 Purchasers by:
Evaluation of Michael Hutt 2) CASE 2
Potential Suppliers. & Thomas
Supplier Capability Speh “Knocking at
& Supplier [9th Edn] A Closed
Performance. 3) Ch.2,3 & Door?”
14 & 15 Environmental, 5 from [Pg.281,
Organizational Indl.Mktg by Biz Mktg by
Forces, Havaldar Francis
Group Forces & Individual Cherunilam]
Force Influence on OBP [Himalaya]
16 Mktg Information System for
Industrial Mktg

17 Industrial Chapters 1) Ch.6,7 &

Marketing Planning 7&8 8 from 3) CASE 3
Problems in from Indl.Mktg by “ S.C.
Planning, Planning Business Reeder & Johnsons
Process Mktg Mgt. Reeder Professional
18 03 Organizational by: Division
Demand Analysis Michael Hutt [Pg.513,
19 & 20 & Thomas
Segmenting the Industrial 2) Ch. 5 Hutt&Speh]
Markets, Speh Indl. Mktg by
Targeting and P.K.Ghosh
Positioning [STP]

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Session Module Session Readings Additional Cases / Project /

No. No. Details From Text Readings Articles Exercises
21 & 22 Industrial Product Chapters 1) Ch.9 & 10 from
Strategies: Core 9,11,12,13 Indl.Mktg by
Competency, Pdt Reeder &
Quality, Product from Reeder
Policy
23 03 New Product Development –
Business
Industrial Products Marketing 2) Ch. 11
Manage- Indl. Mktg by
24 & 25 Managing Service
-ment P.K.Ghosh
for Industrial
Marketing by:
Michael Hutt 3) Ch.6, 7 &
Industrial Services:
& Thomas 12
Challenges
Speh Indl.Mktg by
[9th Edn] Havaldar

26 & 27 Managing Chapters 1) Ch. 11,12

Industrial 14, 15, 16 15, 16 & 17 4) CASE 4
Marketing Channels Indl.Mktg by “Hewlett-
28 Pricing Strategy from Reeder & Packard: A
For Industrial Reeder Channel
Markets Business Strategy
30 & 31 04 Advertising and Promotions
Marketing 2) Ch. 6 & 7 Dilemma”
Strategy for Manage- Indl. Mktg by [Pg.382,
Industrial Markets -ment P.K.Ghosh Hutt and
by: Speh]
Michael Hutt 3) Ch.8,10 &
& Thomas 11
Speh Indl.Mktg by
[9th Edn] Havaldar

32 & 33 Managing Chapter 17 1) Ch.13 &

Personal Selling Function in
from 14 5) CASE 5
Industrial Markets: Indl.Mktg by “Shah and
Organizing Business Reeder & Company:
Personal Selling Marketing Reeder New
Effort, Key Manage- Training
05 Account Mgt., -ment 2) Ch. 8 Package for
Sales by: Indl. Mktg by Sales
Administration, Transforming
Michael Hutt P.K.Ghosh Personnel”
the & Thomas [Pg.355,
selling process Speh 3) Ch.9 Case-9,
through Internet [9th Edn] Indl.Mktg by Havaldar]
Havaldar

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Course Title : Services Marketing Total Contact Hours:30 Hrs

Subject Code : 3008 Total Credit Points: 2
Work load-Hrs/Week: 2 hrs/week
Evaluation Scheme : Continuous Internal Assessment: 25
Semester End Examination: 25

Module I No.of hrs.: 3 hrs

Introduction to Services: What are services? Why Services marketing? Myths about Services.
Differences in marketing of tangible goods versus services marketing. The services marketing mix

Module II No.of hrs.: 5 hrs

Key competitive trends and conceptual framework: Competitive trend for the 21 st century. Customer
satisfaction and customer focus value, TQM and Services Quality, Emerging technology and
Internationalization of services.

Module III No.of hrs.: 7 hrs

Focus On The Customer-Consumer Behavior in Services. Customer expectations of Services,
customer perceptions of services, strategies for influencing customer perceptions. Understanding
customer expectations and perceptions through Marketing Research, Building Customer
Relationships through Segmentation and Retention Strategies.

Module IV No.of hrs.: 10hrs

Aligning strategy, service design and standards, Customer-Defined Service Standards, Leadership
and Measurement System for market drove services performance, Service Design and Positioning.
Delivering and performing service, Employee’s roles in Service Delivery, Delivering Service through
intermediaries and Electronic channels Customer's role in Service Delivery, Managing Demand and
Capacity, International Services Marketing

Module V No.of hrs.: 5 hrs

The role of advertising. Personal Selling and other communication, Pricing of Services, The physical
evidence of Services.
Selected cases in Services Marketing, viz., and Marketing Services such as Airlines, Hotels, Courier
and Financial services.
Title Author Publisher
8) . Services Marketing Valarie A- Zeithaml mid – Mc Graw Hill International
Mary Jo Bitner Edition.
9) Managing Services Christopher H lovelock Pearson
10) The Essence of Services Marketing Adrian Payre. PHI

11) Services Marketing Dr. S.M. Jha, PHI

12) Marketing Services Harish Varma

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Course Title : Strategic Management Total Contact Hours: 60 Hrs

Subject Code : 3003 Total Credit Points: 4
Work load-Hrs/Week: 4 hrs/week
Evaluation Scheme : Continuous Internal Assessment: 50
Semester End Examination: :50

Module I No.of hrs.: 6 hrs

Strategic Management: What is Strategy and Business Policy; Why strategic Management; Strategic
Management in multi SBU

Module II No.of hrs.: 10 hrs

Strategic Management elements and model: Strategic intent ,Elements of Strategic Management –
mission and objective – why, how are they formulated, why do they change, examples of mission
/objective, . Factors influencing formation of objectives and mission, Policies, programs, budgets,
and procedures, Mintzberg model of decision-making, Strategic decision making process,
Corporate Governance and Social Responsibility

Module III No.of hrs.: 10 hrs

General environment: identifying external environment variables; economic factors, technological
factors, social factors, porter’s approach to industry analysis; drawing an industry matrix / etop;
global competition

Module IV No.of hrs.: 10 hrs

Internal Analysis and Diagnosis, VRIO framework:
Competitive Advantage, Value-chain analysis, internal factors to be analyzed – Marketing and
distribution factors; R&D factors; Production & Operations factors; Corp. Resources & Personnel
factors; Finance factors, diagnosing strengths and weaknesses of an organization. Developing a
IFAS and strategic advantage profile.(IFAS+EFAS=SGAS Matrix). SWOT Analysis & TOWS Matrix

Module V No.of hrs.: 6 hrs

Generic Strategic Alternatives:
Basis-Porter’s Generic Stratgies; Direction: Expansion, Stability, Retrenchment, and combination
strategies – when and how do companies choose them?; Timing tactics and market location tactics.

Module VI No.of hrs.: 6 hrs

Strategy Variation
Internal and External alternatives to strategies ;(Concentric Strategies – vertical Integration,
Diversification strategies) Related / Unrelated, Horizontal/ Vertical, Active / Methods: Passive
alternatives. International Entry Strategies – Acquisitions, Mergers, and Joint Ventures – Factors
which are important – legal and human considerations.

Module VII No.of hrs.: 6 hrs

Corporate level Decision Making:
Strategic Choice and Implementation; Analytical Tools – BCG Matrix, GE Business Screen, International
Portfolio analysis, Key Country Matrix.; Parenting Matrix

Kousali Institute of Management Studies, K.U. Dharwad.

 Programme MBA CBCS (FT) Semester (I/III)
24th July, 2010 PEDAGOGY WORKSHOP Type (Comp./Spe./O.E.)

Text Books:
Title Author Publisher Year
1) Strategic management Hill and Jones Biztantra
2) Concept in Strategic management and Business Wheelen & Hunger Pearson 12th
policy Edition
.
3) Strategic management Fred David PHI

4) Strategic management Business Policy Vipin Gupta PHI

5) Crafting and executing Strategic A.Jhompron, Tata 16th
A.J.Strickland,Jhon Mcgraw Hill edn.
E Gamble,Arun
K.Jain
6) Business policy and Strategic management P.Subba Roa
Himalaya
Publication
7) Strategic and the business Pankaj Ghemawat

URLs/Websites:

1. www.businessworld.com
2. www.manufacturing.net
3. www.strategyclub.com
4. www.business.com
5. www.findarticles.com
6. www.alltheweb.com
7. www.magportal.com
8. www.prnewswire.com
9. http:// search.news.yahoo.com/search
10. www.nrf.com
11. www.dsnretailingtoday.com

Kousali Institute of Management Studies, K.U. Dharwad.