Course Structure Syllabus for Master of Business ... · MBAMM401 Managing for Sustainability [C]...
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SINGHANIA UNIVERSITY
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Course Structure
&
Syllabus for
Master of Business Administration
(M.B.A) In
Marketing Management
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Introduction
A master of business administration (MBA) is a graduate degree that
provides theoretical & practical training to help graduates gain better
understanding of general business management functions.
This degree focuses mainly on accounting, finance & marketing.
Objective
1. To provide the country a steady stream of competent young men &
women with necessary knowledge, skills, values & attitudes to occupy
positions of management & administration in business, industry, public
system & the government.
2. To impart the students latest & relevant knowledge from the field of
management theory & practice.
3. To provide opportunities to the students for developing necessary
managerial skills.
4. To impart/ develop the right kind of values & attitude to function
effectively in managerial/ administrative positions.
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Course Structure
Semester 1 - Subject Code
Subject Name Examination Credits
MBAMM101 Accounting for Business Decision
Theory 6
MBAMM102 Basic of Marketing Theory 6 MBAMM103 Business Research Methods Theory 6
MBAMM104 Economics Analysis for Business Decisions
Theory 6
MBAMM105 Legal Aspects of Business Theory 6 MBAMM106 Organizational Behavior Theory 6
Semester 2 - Subject Code
Subject Name Examination Credits
MBAMM201 Decision Science Theory 6 MBAMM202 Financial Management Theory 6 MBAMM203 Human Resource Management Theory 6
MBAMM204 Marketing Management Theory 6 MBAMM205 Management Information
System Theory 6
MBAMM206 Operation & Supply Chain Management
Theory 6
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Semester 3 - Subject Code
Subject Name Examination Credits
MBAMM301 Strategic Management [C] Theory 6 MBAMM302 Enterprise Performance
Management [C] Theory 6
MBAMM303 Startup & New Venture Management [C]
Theory 6
MBAMM304 Contemporary Marketing Research [S]
Theory 6
MBAMM305 Consumer Behavior [S] Theory 6
MBAMM306 Business to Business Marketing [S]
Theory 6
Semester 4 - Subject Code
Subject Name Examination Credits
MBAMM401 Managing for Sustainability [C] Theory 6
MBAMM402 Entrepreneurship Development [C]
Theory 6
MBAMM403 Event Management [C] Theory 6 MBAMM404 Services Marketing [S] Theory 6
MBAMM405 Sales & Distribution Management [S]
Theory 6
MBAMM406 Customer Relationship Management [S]
Theory 6
C – Compulsory Subject
S – Specialization Subject
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Syllabus –
Semester 1:
Following Subjects-
1. MBAMM101 | Accounting for Business Decision
2. MBAMM102 | Basic of Marketing
3. MBAMM103 | Business Research Methods
4. MBAMM104 | Economics Analysis for Business Decisions
5. MBAMM105 | Legal Aspects of Business
6. MBAMM106 | Organizational Behavior
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Semester 1:
1. Accounting for Business Decision (MBAMM101)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Basic Concepts Meaning of Business decisions & importance of business
decisions. Forms of business organizations, meaning of
accounting, basic concepts, terms used in business
accounting. Types of accounts, journal, ledger & trial balance.
Accounting equations & users of accounting information.
Accounting concepts & conventions. Difference between
financial, cost accounting & management accounting, Use &
applicability of Tally in accounting.
2 Understanding of
Financial
Statements
Meaning of Financial statements. Importance & objectives of
financial statements. Preparation of final accounts of sole
proprietary firm. Making financial decisions on the basis of
financial statements.
3 Cost Accounting Basic concepts of cost accounting. Objectives of Cost
Accounting, Classification & analysis of costs, Relevant &
irrelevant costs, differential costs, sunk costs, Preparation of
Simple Cost sheet.
4 Cost Control Material cost control, Procurement, Pricing of issues,
Inventory control techniques, Fixation of various levels,
Economic order quantity, material losses, Labor cost control,
time keeping & time booking, Overheads, Collection,
Classifications, allocation & apportionment of overheads.
5 Decision making
tools
Marginal costing, Break-even point, Cost Volume Profit
analysis, Optimizing product mix, Pricing decisions. Budgeting
- Cash & Flexible budgets only, Standard costing – Material &
Labor Variances only
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Topics | Accounting for Business Decision (MBAMM101)
Unit Sub Unit Topic
1 1.0 Basic Concept
1.1 Business Decisions
1.2 Financial Accounting
1.3 Journal
1.4 Ledger
1.5 Trial Balance
1.6 Basic Accounting Concepts & Convention & Principles
1.7 Relation between Financial, Cost & Management Accounting
1.8 Use & Applicability of Tally in Accounting
2 2.0 Understanding of Financial Statements
2.1 Financial Statements
2.2 Preparation of Final Accounts of Sole Proprietary Firm/ Business
2.3 Financial Decisions on the Basis of Financial Statements
3 3.0 Cost Accounting
3.1 Concept of Cost
3.2 Classification & Analysis of Cost
3.3 Elements of Cost
3.4 Cost-sheet
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4 4.0 Cost Control
4.1 Material Cost Control
4.2 Pricing of Material Issues
4.3 Inventory Control Techniques
4.4 Economic Order Quantity & Fixation of Various Levels
4.5 Material Losses
4.6 Material Losses
4.7 Overheads
4.8 Apportionment of Overheads
5 5.0 Decision-making Tools
5.1 Marginal Costing
5.2 Break Even Analysis
5.3 Cost Volume Profit Analysis
5.4 Optimizing Product Mix
5.5 Pricing Decisions
5.6 Make or Buy Decisions
5.7 Budgeting
5.8 Standard Costing
5.9 Variance Analysis
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Semester 1:
2. Basic of Marketing (MBAMM102)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Introduction to
Marketing
1.1 Definition & Functions of Marketing: Scope of
Marketing,
Core concepts of marketing such as Need, Want, Demand,
Customer Value, Exchange, Customer & Consumer,
Customer Satisfaction, Customer Delight, Customer
Loyalty, Marketing v/s Market
1.2 Markets: Definition of Market, Competition, Key
customer markets, Marketplaces, Market spaces,
Metamarkets
1.3 Company Orientation towards Market Place: Product,
Production, Sales, Marketing, Societal, Transactional,
Relational, Holistic Marketing Orientation. Selling versus
Marketing. Concept of Marketing Myopia.
1.4 Introduction to the Concept of Marketing Mix: Origin &
Concept of Marketing Mix & Definitions of 7Ps.People,
Processes & Physical Evidence
1.5 New Marketing Realities: Major Societal Forces, New
Consumer Capabilities & New Company Capabilities.
2 Consumer Behavior 1.1 Definition & Functions of Marketing: Scope of
Marketing,
Core concepts of marketing such as Need, Want, Demand,
Customer Value, Exchange, Customer & Consumer,
Customer Satisfaction, Customer Delight, Customer
Loyalty, Marketing v/s Market
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1.2 Markets: Definition of Market, Competition, Key
customer markets, Marketplaces, Market spaces,
Metamarkets
1.3 Company Orientation towards Market Place: Product,
Production, Sales, Marketing, Societal, Transactional,
Relational, Holistic Marketing Orientation. Selling versus
Marketing. Concept of Marketing Myopia.
1.4 Introduction to the Concept of Marketing Mix: Origin &
Concept of Marketing Mix & Definitions of 7Ps.People,
Processes & Physical Evidence
1.5 New Marketing Realities: Major Societal Forces, New
Consumer Capabilities & New Company Capabilities.
3 Marketing
Environment
3.1 Concept of Environment: Macro & Micro, Need for
analyzing the Marketing Environment
3.2 Macro Environment: Analyzing the Economic, Socio
cultural, Demographic, Political – Legal - Regulatory,
Technical, Environmental environments.
3.3 Linkage of Marketing Function with all functions in the
Organization.
3.4 Concept of Market Potential & Market Share
4 Segmentation, Target
Marketing &
Positioning
4.1 Marketing as Value Delivery Process: Traditional &
modern approaches
4.2 Segmentation: Definition, Need for segmentation,
Benefits of segmentation to marketers, Bases for market
segmentation of consumer goods & industrial goods,
Criteria for effective segmentation.
4.3 Levels of Market Segmentation: Segment Marketing,
Niche Marketing, Local Marketing, Mass Marketing.
4.4 Target Market: Concept of Target Market & criteria for
selection of target market
4.5 Positioning: Concept of Differentiation &Positioning,
Introduction to the concepts of Value Proposition & USP.
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5 Product: The first
Elements of
Marketing Mix
5.1 Product: Meaning of product, Goods & Services
Continuum,
Classification of consumer products – Convenience,
Shopping, Specialty, Unsought, classification of industrial
products – material & parts, capital items, supplies &
services
5.2 Product Levels: The customer value hierarchy
5.3 Product Mix: Width, Depth, Consistency & Product line.
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Topics | Basic of Marketing (MBAMM102)
Unit Sub Unit Topic
1 1.0 Introduction to Marketing
1.1 Markets
1.2 Marketing
1.3 Company orientation towards market place
1.4 Marketing Mix
1.5 New Marketing Realities
2 2.0 Consumer Behavior
2.1 Five Steps of Buyer Decision Process
3 3.0 Marketing Environment
3.1 Factor Constituting Marketing Environment /Types of Marketing Environment
3.2 Linkage of Marketing Functions with all Functions in Organization
3.3 Concept of Market Potential & Market Share
4 4.0 Segmentation, Target Marketing & Positioning
4.1 Marketing Value as Delivery Process
4.2 Segmentation, Target Marketing & Positioning/STP
4.3 Segmentation
4.4 Target Market
4.5 Positioning
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5 5.1 Product: The first Elements of Marketing Mix
5.2 Product
5.3 Product Level (Customer Value Hierarchy)
5.4 Product Mix
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Semester 1:
3. Business Research Methods (MBAMM103)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Foundations of
Research
1.1 Research: – Definition, Why study Business Research?
What is good research? Decision Support, Business Intelligence,
Research applications in functional areas of Business, Emerging
trends in Business research.
1.2 Research & the Scientific Method: Characteristics of
scientific method.
1.3 Steps in Research Process
1.4 Concept of Scientific Enquiry: - Formulation of Research
Problem – Management Question – Research Question –
Investigation Question
1.5 Research Proposal: – Elements of a Research Proposal,
Drafting a Research Proposal, Evaluating a research proposal
(Students are expected to draft & evaluate a real life research
proposal)
2 Research Design 2.1. Concept, Features of a good research design, Use of a
good research design
2.2. Qualitative research & Quantitative research approaches,
Comparison - Pros & Cons of both approaches.
2.3. Exploratory Research Design: Concept, Types: Qualitative
techniques - Projective Techniques, Depth Interview,
Experience Survey, Focus Groups, Observation.
2.4. Descriptive Research Designs: Concept, types & uses.
Concept of Cross-sectional & Longitudinal Research
2.5. Experimental Design: Concept of Cause, Causal
relationships, Concept of Independent & Dependent variables,
concomitant variable, extraneous variable, Treatment, Control
group. (Elementary conceptual treatment expected)
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2.6. Hypothesis: Qualities of a good Hypothesis –Framing Null
Hypothesis & Alternative Hypothesis. Concept of Hypothesis
Testing - Logic & Importance
3 Measurement &
Data
3.1. Concept of Measurement: what is measured? Problems in
Measurement in management research - Validity & Reliability.
Levels of measurement - Nominal, Ordinal, Interval, Ratio.
3.2. Attitude Scaling Techniques: Concept of Scale – Rating
Scales viz. Likert Scales, Semantic Differential Scales, Constant
Sum Scales, Graphic Rating Scales – Ranking Scales – Paired
Comparison & Forced Ranking - Concept & Application.
3.3. Types of Data - Secondary Data: Definition, Sources,
Characteristics, Searching world wide web for data, Issues to be
considered for secondary data, sufficiency, adequacy,
reliability, consistency.
3.4. Types of Data - Primary Data: Definition, Advantages &
disadvantages over secondary data,
3.5. Questionnaire Method: Questionnaire Construction -
Personal Interviews, Telephonic survey Interviewing,
Email/Internet survey, online survey sites, their utility,
constraints
4 Sampling 4.1. Basic Concepts: Defining the Universe, Concepts of
Statistical Population, Sample, Characteristics of a good sample.
Sampling Frame (practical approach for determining the sample
frame expected), Sampling errors, Non Sampling errors,
Methods to reduce the errors, Sample Size constraints, Non
Response.
4.2. Probability Sample: Simple Random Sample, Systematic
Sample, Stratified Random Sample, Area Sampling & Cluster
Sampling.
4.3. Non Probability Sample: Judgment Sampling, Convenience
Sampling, Purposive Sampling, Quota Sampling & Snowballing
Sampling methods. Determining size of the sample - Practical
considerations in sampling & sample size, (sample size
determination formulae & numerical not expected)
5 Data Analysis &
Report Writing
5.1. Data Analysis: Editing, Coding, Univariate analysis -
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Tabular representation of data, frequency tables, Construction
of frequency distributions & their analysis in the form of
measures of central tendency – Mean, Median & Mode; their
relative merits & demerits,
5.2. Graphical Representation of Data: Appropriate Usage of
Bar charts, Pie charts, Histogram, Leaf & stem, Candle stick, Box
plots. (Use of MS Excel)
5.3. Bivariate Analysis: Cross tabulations, Use of percentages,
Bivariate Correlation Analysis - meaning & types of correlation,
Karl Person’s coefficient of correlation & spearman’s rank
correlation; Scatter plots, Chi-square test including testing
hypothesis of association, association of attributes. (Formulae
& calculation are not expected. Interpretation of the given data
& scenario analysis is expected for appropriate managerial
decision inferences to be drawn.)
5.4. Linear Regression Analysis: Meaning & two lines of
regression; relationship between correlation & regression co-
efficient (Formulae & calculation are not expected.
Interpretation of the given data & scenario analysis is expected
for appropriate managerial decision inferences to be drawn.)
5.5. Test of Significance: Small sample tests: t (Mean,
proportion) & F tests, Z test, Non parametric tests: Binomial
test of proportion, Randomness test; Analysis of Variance: One
way & two way Classifications (Formulae & calculation are not
expected. Interpretation of the given data & scenario analysis is
expected for appropriate managerial decision inferences to be
drawn.)
5.6. Research Reports: Structure of Research report, Report
Writing & Presentation.
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Topics | Business Research Methods (MBAMM103)
Unit Sub Unit Topic
1 1.0 Foundations of Research
1.1 Research
1.2 Business Research
1.3 Scientific Method
1.4 Formulation of Research Problem
1.5 Research Proposal
2 2.0 Research Design
2.1 Types of Research Design
2.2 Hypothesis
3 3.0 Measurement & Data
3.1 Measurement
3.2 Attitude Scaling Techniques
3.3 Data Collection
3.4 Sources of Data
3.5 Questionnaire Method
4 4.0 Sampling
4.1 Types of Sampling
4.2 Sampling Size
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5 5.0 Data Analysis & Report Writing
5.1 Data Processing
5.2 Data Analysis
5.3 Univariate Analysis
5.4 Graphical Representation of Data (Using MS-Excel).
5.5 Bivariate Analysis
5.6 Regression
5.7 Test of Significance
5.8 Analysis of Variance
5.9 Research Reports: Writing & Presentation
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Semester 1:
4. Economics Analysis for Business Decisions (MBAMM104)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Basic Concepts
of Economics
Introduction to Economics , Basic Economic Problem, Circular
Flow of Economic Activity , Nature of the firm - rationale,
objective of maximizing firm value as present value of all future
profits, maximizing, satisficing, optimizing, principal agent
problem, Accounting Profit & Economic Profit , Role of profit in
Market System , Adam Smith & Invisible Hand.
2 Demand
Analysis &
Forecasting
Determinants of Market Demand at Firm & Industry level –
Elasticity of Demand - Market Demand Equation – Use of
Multiple Regression for estimating demand – Case study on
estimating industry demand (formulating equation & solving
with the aid of software expected)
Demand & Supply: Market Equilibrium – Pricing under
Perfect competition, monopolistic competition, Case study on
pricing under monopolistic competition, Oligopoly - product
differentiation & price discrimination; price- output decision in
multi-plant & multi-product firms.
3 Cost Concepts Cost Concept, Opportunity Cost, Marginal, Incremental &
Sunk Costs, Cost Volume Profit Analysis, Breakeven Point, & Case
Study on marginal costs.
Risk Analysis & Decision Making: Concept of risk,
Expected value computation, Risk management through
Insurance, diversification, Hedging, Decision Tree Analysis, &
Case Study on Decision tree Technique.
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4 Money &
Capital Markets
in India
Role & Functions of Money Markets, Composition of Money
Market, Money Market Instruments , Reserve Bank of
India – Functions, Regulatory Role of RBI w.r.t. Currency, Credit &
Balance of Payment, Open Market Operations. Role & Functions
of Capital Markets, Composition of Capital
Market, Stock Exchanges in India, Role of SEBI, & understanding
of stock market quotations in financial press expected.
5 Public Finance
Infrastructure
Familiarity with important terms/agencies/approaches/practices
related to National Income (such as GDP, PPP, Growth Rate),
Foreign Trade (such as GATT, WTO) & union budget (such as
Revenue Account, Capital Account, Revenue Deficit, Fiscal
Deficit, Plan & Non-plan expenditure) is expected. Understanding
of Summarized budget for the current financial year is required
(knowledge of detailed budget provisions not required).
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Topics | Economics Analysis for Business Decisions (MBAMM104)
Unit Sub Unit Topic
1 1.0 Basic Concepts of Economics
1.1 Economics
1.2 Business Economics
1.3 Basic Economic Problems
1.4 Circular Flow of Economic Activity
1.5 The Nature of the Firm
2 2.0 Demand Analysis & Forecasting
2.1 Demand
2.2 Market
2.3 Laws of Demand
2.4 Market Demand
2.5 Elasticity of Demand
2.6 Demand Estimation & Forecasting
2.7 Demand & Supply
2.8 Market Equilibrium
2.9 Pricing
2.10 Oligopoly
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3 3.0 Cost Concepts, Risk Analysis & Decision Making
3.1 Cost
3.2 Cost Volume Profit Analysis
3.3 Breakeven Point
3.4 Risk Analysis & Decision Making
4 4.0 Money & Capital Market in India
4.1 Money Market
4.2 Reserve Bank of India
4.3 Capital Market
4.4 Securities & Exchange Board of India (SEBI)
4.5 Stock Exchanges in India
5 5.0 Public Finance Infrastructure
5.1 National Income
5.2 Foreign Trade
5.3 Union Budget
5.4 National budget
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Semester 1:
5. Legal Aspects of Business (MBAMM105)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 The Indian
Contract Act
1871
Essential elements of valid contract
Performance an discharge of contract
Breach of contract - meaning & remedies
Contracts of indemnity - meaning, nature-right of indemnity
holder & indemnifier
Contract of guarantee – meaning, nature & features – types of
guarantee
Provisions relating to various types of guarantee.
Surety & co-surety – rights & liabilities – discharge of surety
Agency – agent & principal, creation of agency – classification of
agents – relationship between principal & agent – agent’s
authority – revocation & renunciation – rights duties & liabilities
of agents & principal –termination of agency.
2 Sale of Goods
Act 1930
Contract of sale of goods – meaning –essentials of contract of
sale – formalities of contract of sale
Conditions & warranties Transfer of property or ownership
Performance of contract of sale
Rights of unpaid seller – rules as to delivery of goods
3 Negotiable
Instruments
Act, 1881
Negotiable Instruments – meaning – characteristics – types –
parties – holder & holder in due course
Negotiation & types of endorsements
Dishonor of negotiable instruments - noting & protesting
Liability of parties on Negotiable Instruments
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4 Companies Act
1956
Company – definition – meaning – features & types of
Companies.
Incorporation of a company – memorandum of association,
articles of association & prospectus
Share Capital- types of share capital – increase/decrease of share
capital – buy-back of shares.
5 Other Laws Consumer Protection Act 1986 – definitions of consumer,
consumer dispute complaint – goods –service – unfair trade
practice – consumer dispute redressal agencies
Information Technology Act – Digital Signature – Electronic
Governance Intellectual Property Laws – Understanding of
concepts of patents, copyrights, trademarks & designs
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Topics | Legal Aspects of Business (MBAMM105)
Unit Sub Unit Topic
1 1.0 The Indian Contract Act 1871
1.1 Contract
1.2 Discharge of contract
1.3 Breach of contract
1.4 Contract of Indemnity
1.5 Contract of Guarantee
1.6 Surety & Co-surety
1.7 Agency
2 2.0 Sale of Goods Act, 1930
2.1 Sale
2.2 Agreement to Sale
2.3 Goods
2.4 Contract of Sale
2.5 Condition & Warranty
2.6 Transfer of Property or Ownership
2.7 Performance of Contract of Sale
2.8 Unpaid Seller & his Rights
3 3.0 Negotiable Instruments Act, 1881
3.1 Negotiable Instruments
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3.2 Difference between 'Promissory Note' & 'Bill of Exchange
3.3 Difference between 'Cheque' & 'Bill of Exchange
3.4 Parties to Negotiable Instrument
3.5 Holder & Holder in due course
3.6 Negotiation
3.7 Endorsement
3.8 Dishonor of Negotiable Instrument
3.9 Liabilities of Parties on Negotiable Instrument
4 4.0 The Companies (Amendment) Act, 2015
4.1 Company
4.2 One Person Company
4.3 Private Company
4.4 Small Company
4.5 Dormant Company
4.6 Share Capital
4.7 Debentures
4.8 Acceptance of Deposits
4.9 Appointment of Women Director
5 5.0 Other Laws
5.1 Consumer Protection Act, 1986
5.2 Information Technology Act
5.3 Intellectual Property Law
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Semester 1:
6. Organizational Behavior (MBAMM106)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Fundamentals of OB Definition, scope & importance of OB, Relationship
between
OB & the individual, Evolution of OB, Theoretical
framework
(cognitive, behavioristic & social cognitive), Limitations of
OB.
2 Individual Process &
Behavior
Attitude: Importance of attitude in an organization, Right
Attitude, Components of attitude, Relationship between
behavior & attitude, Developing Emotional intelligence at
the workplace, Job attitude, Barriers to changing attitudes
Personality & values: Definition & importance of
Personality for performance, The Myers-Briggs Type
Indicator & The Big Five personality model, Significant
personality traits suitable to the workplace (personality &
job – fit theory), Personality Tests & their practical
applications.
Perception: Meaning & concept of perception, Factors
Influencing perception, Selective perception, Attribution
theory, Perceptual process, & Social perception
(stereotyping & halo effect).
Motivation: Definition & Concept of Motive & Motivation,
The Content Theories of Motivation (Maslow’s Need
Hierarchy & Herzberg’s Two Factor model Theory), The
Process Theories (Vroom’s expectancy Theory & Porter
Lawler model), Contemporary Theories- Equity Theory of
Work Motivation
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3 Interpersonal
Processes &
Behavior, Team &
Leadership
Development
3.1 Foundations of Group Behavior: The Meaning of Group
&
Group behavior & Group Dynamics, Types of Groups, The
Five - Stage Model of Group Development
3.2 Managing Teams: Why Work Teams, Work Teams in
Organization, Developing Work Teams, Team Effectiveness
& Team Building
3.3 Leadership: Concept of Leadership, Styles of
Leadership, Trait Approach, Contingency Leadership
Approach,Contemporary leadership, Meaning &
significance of contemporary leadership, Concept of
transformational leadership, Contemporary issues in
leadership, Contemporary theories of leadership, Success
stories of today’s Global & Indian leaders.
4 Organization System Organizational Culture: Meaning & Definition of
Organizational
Culture, Creating & Sustaining Organizational Culture,
Types of Culture (Strong vs. Weak Culture, Soft vs. Hard
Culture & formal vs. Informal Culture) , Creating Positive
Organizational Culture, Concept of Workplace Spirituality.
5 Managing Change 5.1 Organizational Change: Meaning, definition & Nature of
Organizational Change, Types of Organizational change,
Forces that acts as stimulants to change.
5.2 Implementing Organizational Change: How to
overcome the Resistance to Change, Approaches to
managing Organizational Change, Kurt Lewin’s- Three step
model, Seven Stage model of Change & Kotter’s Eight-Step
plan for Implementing Change, Leading the Change
Process, Facilitating Change, Dealing with Individual &
Group Resistance, Intervention Strategies for Facilitating
Organizational Change, Methods of Implementing
Organizational Change, Developing a Learning
Organization.
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Topics | Organizational Behavior (MBAMM106)
Unit Sub Unit Topic
1 1.0 Fundamentals of Organizational Behavior
1.1 Organizational Behavior
1.2 Models of Organizational Behavior
1.3 Scope of Organizational Behavior
1.4 Relationship of Organizational Behavior with Individual
1.5 Limitation of Organizational Behavior
1.6 Emerging Trends in Organizational Behavior
2 2.0 Individual Process & Behavior
2.1 Attitude
2.2 Developing Emotional Intelligence at the Workplace
2.3 Personality
2.4 Values
2.5 Perception
2.6 Motivation
3 3.0 Interpersonal Process & Behavior, Team & Leadership Development
3.1 Foundation of Group Behavior
3.2 Managing Team
3.3 Leadership
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4 4.0 Organizational System
4.1 Organizational Culture
4.2 Organizational Structure
4.3 Workplace Spirituality
4.4 Stress Management
5 5.0 Managing Change
5.1 Organizational Change
5.2 Implementing Organizational Change
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Semester 2:
Following Subjects-
1. MBAMM201 | Decision Science
2. MBAMM202 | Financial Management
3. MBAMM203 | Human Resource Management
4. MBAMM204 | Marketing Management
5. MBAMM205 | Management Information System
6. MBAMM206 | Operation & Supply Chain Management
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Semester 2:
1. Decision Science (MBAMM201)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Introduction to Decision
Science
1.1 Introduction:
Importance of Decision Sciences & Role of quantitative
techniques in decision making.
1.2 Assignment Models:
Concept, Flood’s Technique/ Hungarian Method,
applications including restricted & multiple
assignments.
1.3 Transportation Models:
Concept, Formulation, Problem types: Balanced,
unbalanced, Minimization, Maximization Basic initial
solution using North West Corner, Least Cost & VAM,
Optimal Solution using MODI.
2 Linear Programming &
Markov Chains &
Simulation Techniques
2.1 Linear Programming:
Concept, Formulation & Graphical Solution
2.2 Markov Chains & Simulation Techniques:
Markov chains: Applications related to management
functional areas, Implications of Steady state
Probabilities, Decision making based on the inferences
Monte Carlo Simulation, scope & limitations.
3 Decision Theory, Game
Theory & Queuing
Theory
3.1 Decision Theory:
Concept, Decision under risk (EMV) & uncertainty
3.2 Game Theory: Concept, 2 by 2 zero sum game with
dominance, Pure & Mixed Strategy
3.3 Queuing Theory: Concept, Single Server ( M/M/I ,
Infinite, FIFO) & Multi Server (M/M/C, Infinite, FIFO)
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4 CPM, PERT &
Sequencing Problems
4.1 CPM & PERT:
Concept, Drawing network, identifying critical path
Network Calculations:
Calculating Est, LST, EFT, LFT, Slack & probability of
project completion
4.2 Sequencing problems:
Introduction, Problems involving n jobs- 2 machines, n
jobs- 3 machines
& n jobs-m machines; Comparison of priority
sequencing rules
5 Probability 5.1 Probability:
Concept, Addition, Conditional Probability theorem
based decision making, (Numerical based on functional
areas of business expected).
5.2 Probability Distributions:
Normal, Binomial, Interval estimation, standard errors
of estimation.
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Topics | Decision Science (MBAMM201)
Unit Sub Unit Topic
1 1.0 Introduction to Decision Science
1.1 Decision Science
1.2 Assignment Model
1.3 Transportation Model
2 2.0 Linear Programming & Markov Chains & Simulation Techniques
2.1 Linear Programming Problem (L.P.P)
2.2 Markov Chain
2.3 Simulation Techniques
3 3.0 Decision Theory, Game Theory & Queuing Theory
3.1 Decision Theory
3.2 Game Theory
3.3 Queuing Theory
4 4.0 CPM, PERT & Sequencing Problems
4.1 CPM
4.2 PERT
4.3 Network Calculations
4.4 Sequencing Problems
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5 5.0 Probability
5.1 Theorem of Probability
5.2 Probability Distribution
5.3 Binomial Probability Distribution
5.4 Normal Probability Distribution
5.5 Statistic Estimation
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Semester 2:
2. Financial Management (MBAMM202)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Business Finance Introduction of Business Finance: Meaning, Definition of
Financial Management , Goals of Financial Management ( Profit
Maximization & Wealth Maximization), Modern approaches to
Financial Management – (Investment Decision, Financing
Decision & Dividend Policy Decisions) Finance & other related
disciplines, Functions of finance manager, Key strategies of
financial management, Financial Planning – Principles & Steps in
Financial Planning.
2 Capital structure
Meaning, Factors affecting the capital structure, Different
Sources of Finance & its Types, Concept & measurement of cost
of capital, measurement of specific costs WACC, Trading on
equity & its types
3 Techniques of
Financial
Analysis
Meaning, Nature, Objectives, Understanding of financial
statements, Schedule VI of Companies Act, Tools of analysis,
interpretation & limitations of financial analysis, Fund flow
statement (Working capital basis), Understanding Cash flow
statement – Difference between Cash flow & Fund flow
statement, Ratio analysis (computation & interpretations of
ratios)
4 Capital
Budgeting
Meaning, Definition & types of evaluating the project on the
basis of Traditional Techniques & Modern Techniques (viz.
Payback period, Discounted Payback period, NPV, ARR, IRR, PI)
Time Value of Money.
5 Working Capital
Management
Nature & Scope, Components of working capital, operating
cycle, types of working capital, Sources of Working Capital
Financing, Factors affecting working capital, estimation of
working capital requirement
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Topics | Financial Management (MBAMM202)
Unit Sub Unit Topic
1 1.0 Business Finance
1.1 Financial Management
1.2 Functions of Finance Manager
1.3 Financial Planning
2 2.0 Capital Structure
2.1 Capital Structure Theories
2.2 Sources & Types of Finance
2.3 Cost of Capital
2.4 Measurement of Specific Cost of Capital
2.5 Weighted Average Cost of Capital (WACC)
2.6 Trading on Equity
2.7 Leverages
3 3.0 Techniques of Financial Analysis
3.1 Financial Analysis
3.2 Techniques / Tools of Financial Analysis & Interpretation
3.3 Fund Flow Statement
3.4 Cash Flow Statement
3.5 Ratio Analysis
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4 4.0 Capital Budgeting
4.1 Types / Techniques of Capital Budgeting
4.2 Time Value of Money
5 5.0 Working Capital Management
5.1 Working Capital
5.2 Working Capital Cycle/Operating Cycle
5.3 Assessment of Working Capital Requirement
5.4 Working Capital Financing/Sources of Finance
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Semester 2:
3. Human Resource Management (MBAMM203)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Framework of
Human Resource
Management
Introduction to HRM & framework - Nature of HRM, Scope of
HRM, HRM: Functions & Objectives, HRM: Policies &
practices.
HRM & SHRM - Nature of SHRM, The strategic functions of
HRM understood & implemented in the company, Global
competitiveness & Strategic HR, Linkage of organizational &
HR strategies.
Models of SHRM - The Integrated system model, Devanna et.
Al - strategic human resource management "matching
model".
2 HR Procurement Job Analysis & Design - Job Analysis: introduction,
Importance of job analysis, purpose of job analysis, benefits
of job analysis, competency based job analysis, Job Design:
Writing job description, introduction, & factors affecting job
design. Job characteristics model (Hackman & Oldham, 1976)
of effective job & job satisfaction.
Human Resource Planning - The need of man power planning
, What is Human Resource Planning, Definition, objectives,
importance, benefits, the process of Human resource
planning, Preparing manpower inventory. (Supply
Forecasting).
Recruitment - Strategic approach to recruitment, Labor
markets & recruitment, Geographic labor markets, Global
labor markets, Industry & occupational labor markets,
Educational & technical labor markets, Unemployment rate
& labor markets, Recruiting & diversity considerations,
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Employment advertising, Recruiting Diverse workers,
Recruiting Source choices: internal vs. external - Internal:
Organizational Database, Job postings, Promotions &
Transfers, Current Employee Reference & Re-recruiting of
former employees & applicants, External: College &
University recruiting, school recruiting, Labor Unions,
Employment agencies & headhunters, competitive sources,
media sources, E-Recruiting methods -Internet job boards,
Professional/ career websites, Employer websites.
Selection - Introduction to selection process, Selection
procedure.
3 Training &
Development
Employee Training & Development Nature of training,
Training process, Training needs assessment, Training
evaluation, Training design, Implementing Training programs
(Training methods), and Implementing management
development programs.
4 Employee Appraisal
& Compensation
Performance- Definition, Why to measure performance? Use
of performance data, measurement process, Performance
feedback, Compensation- concept, Traditional approach,
current trends in compensation, Linking compensation with
performance- Advantages & Problems, Team based
Incentives.
5 Managing
Employee Relations
Concept, Importance, Organizational Entry, employee Status,
Flexible Work arrangement, Employee Surveys, Handbooks,
Violations of Policy/ Discipline, Organizational Exit,
Termination, Resignation, downsizing, Lay off Retirement.
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Topics | Human resource Management (MBAMM203)
Unit Sub Unit Topic
1 1.0 Framework of Human Resource Management
1.1 Introduction of HRM & Framework
1.2 Role of Human Resource Manager
1.3 Strategic Human Resource Management (SHRM)
1.4 Models of SHRM
2 2.0 HR Procurement
2.1 Job Analysis
2.2 Job Design
2.3 Human Resource Planning / Manpower Planning
2.4 Recruitment
2.5 Labor Market
2.6 Selection
3 3.0 Training & Development
3.1 Training
3.2 Training Process
3.3 Implementing Training Programs (Training Methods)
3.4 Management Development Programs
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4 4.0 Employee Appraisal & Compensation
4.1 Performance Appraisal
4.2 Concept of Performance Management
4.3 Performance Measurement
4.4 Performance Feedback
4.5 Compensation
5 5.0 Managing Employee Relations
5.1 Employee Relations
5.2 Organizational Entry
5.3 Employee Status
5.4 Flexible Work Arrangement
5.5 Employee Survey
5.6 Employee Handbooks
5.7 Violation Of Policy / Discipline
5.8 Organizational Exit
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Semester 2:
4. Marketing Management (MBAMM204)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 New Product
Development &
Product Life Cycle
1.1 New Product Development:
Need for new product development, Booz Allen &
Hamilton Classification Scheme for New Products
1.2 New Product Development Process:
Idea Generation to commercialization.
1.3 Branding:
Introduction to Branding, Product Vs. Brand, Meaning of a
brand, brand equity & brand elements.
1.4 Packaging & Labeling:
Meaning & role of Packaging & Labeling, Primary,
Secondary
& Shipment packages
1.5 Product Life Cycle:
Concept & characteristics of Product Life Cycle, Relevance
of PLC, Types of PLC & Strategies across stages of the PLC.
2 Price 2.1 Pricing Basics:
Meaning, Importance & Factors influencing pricing
decisions
2.2 Setting the Price:
Setting pricing objectives, Determining demand,
Estimating costs, Analyzing competitors' pricing, Selecting
pricing method, Selecting final price.
2.3 Adapting the Price:
Geographical pricing, Price discounts & allowances,
Promotional pricing, Differentiated pricing.
2.4 Price Change:
Initiating & responding to price changes.
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3 Place 3.1 The Role of Marketing Channels:
Channel functions & flows, channel levels.
3.2 Channel Design Decisions:
Analyzing customers' desired service output levels,
establishing objectives constraints, Identifying &
evaluating major channel alternatives
3.3 Channel Options:
Introduction to Wholesaling, Retailing, Franchising, Direct
marketing , E- Commerce Marketing Practices
3.4 Market Logistics Decisions:
Order processing, Warehousing, Inventory, &
Transportation.
4 Promotion 4.1 Introduction:
The role of marketing communications in marketing effort.
4.2 Communication Mix Elements:
Introduction to Advertising, Sales Promotion, Personal
Selling, Public Relations, Direct Marketing. Concept of
Integrated Marketing Communications (IMC)
4.3 Developing Effective Communication:
Identifying target audience, determining communication
objectives, designing the communications, selecting
communication channels
4.4 Deciding Marketing Communications Mix:
Factors in setting marketing communication mix,
measuring communication results
5 Marketing Planning &
Control
5.1 Product Level Planning:
Preparation & evaluation of a product level marketing
plan, Nature & contents of Marketing Plans- Executive
Summary, Situation Analysis, Marketing Strategy,
Financials, and Control.
5.2 Marketing Evaluation & Control:
Concept, Process & types of control - Annual Plan Control,
Profitability Control, Efficiency Control, Strategic Control,
Marketing audit
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Topics | Marketing Management (MBAMM204)
Unit Sub Unit Topic
1 1.0 New Product Development & Product Life Cycle
1.1 Product
1.2 New Product Development
1.3 Product Life Cycle
1.4 Branding
1.5 Packaging & Labeling
2 2.0 Price
2.1 Pricing
2.2 Setting the Price
2.3 Adapting the Price
2.4 Price Change
3 3.0 Place
3.1 Marketing Channels
3.2 Channel Design Decisions
3.3 Channel Options
3.4 Logistics
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4 4.0 Promotion
4.1 Marketing Communication/Promotion
4.2 Marketing Communication Mix
4.3 Integrated Marketing Communication
4.4 Developing Effective Communication
4.5 Deciding Marketing Communications Mix
5 5.0 Marketing Planning & Control
5.1 Marketing Planning
5.2 Product Level Planning
5.3 Marketing Evaluation & Control
5.4 Marketing Audit
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Semester 2:
5. Management Information System (MBAMM205)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Management
Information
Systems
Need, Purpose & Objectives - Data, Information, Knowledge -
Types of Information Systems - Information as a strategic
resource - Use of information for competitive advantage
Information Technology Infrastructure:
Information Systems Architecture - Mainframe, Client, Server,
Web Based, Distributed, Grid, Cloud - Overview of Hardware,
Software, Storage & Networking Devices - Networks Types -
Topologies of Networks
2 Data Base
Management
Systems
2.1 Data Base Management Systems:
Concept- Relational Model Applications - DBMS Architecture
2.2 Systems Engineering Analysis & Design:
Systems Concept - Systems Development Life Cycle -
Assessing
Enterprise Information requirements - Alternative System
Building Approaches - Prototyping - Rapid Development Tools
- Case Tools - Object Oriented Systems (Only introduction to
these tools & techniques)
3 Decision Support
Systems
3.1 Decision Support Systems
Data Warehousing & Data Mining Business Intelligence &
Analytics
- Group Decision Support Systems - Executive Information
Systems - Executive Support Systems - Geographical
Information Systems - Expert Systems & Knowledge Based
Expert Systems - Artificial Intelligence.
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4 Digital Firm
Perspective
4.1 Digital Firm Perspective:
MIS Model for a digital firm - Organization Structure for digital
firm - e- Business Models & Applications - Mobile computing,
Call Centers, BPO
4.2 Management Issues in MIS:
Information Security & Control - Quality Assurance - Ethical &
Social
Dimensions - Intellectual Property Rights as related to IT
Services - IT Products
5 Applications of
MIS
5.1 Applications of MIS in functional areas as well as in the
service sector should be covered with the help of minimum 5
case studies.
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Topics | Management Information System (MBAMM205)
Unit Sub Unit Topic
1 1.0 Management Information Systems
1.1 Information System
1.2 Management Information System
1.3 Information Technology Infrastructure
2 2.0 Database Management Systems Concept
2.1 Basic Concepts & Definitions in DBMS
2.2 Systems Engineering Analysis & Design
3 3.0 Decision Support Systems
3.1 Data Warehousing
3.2 Data Mining
3.3 Business Intelligence & Analysis
3.4 Decision Support Systems
3.5 Group Decision Support Systems
3.6 Executive Information Systems
3.7 Executive Support Systems
3.8 Geographical Information Systems
3.9 Expert Systems
3.10 Knowledge Based Expert Systems
3.11 Artificial Intelligence
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4 4.0 Digital Firm Perspective
4.1 Management Issues in MIS
5 5.0 Applications of MIS
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Semester 2:
6. Operation & Supply Chain Management (MBAMM206)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Introduction to
Operations & Supply
Chain Management
1.1 Definition, Concept, Significance & Functions of
Operations & SCM.
Evolution from manufacturing to operations management,
Physical distribution to Logistics to SCM, Physical Goods &
Services Perspectives
1.2 Quality:
Definitions from various Perspectives, Customers view &
Manufacturer's view, Concept of Internal Customer,
Overview of TQM & LEAN Management, Impact of Global
Competition, Technological Change, Ethical &
Environmental Issues on Operations & Supply Chain
functions.
2 Operations
Processes
2.1 Process Characteristics in Operations:
Volume Variety & Flow.
Types of Processes & Operations Systems - Continuous Flow
system & intermittent flow systems
2.2 Process Product Matrix:
Job Production, Batch Production, Assembly line &
Continuous Flow, Process & Product Layout
2.3 Service System Design Matrix:
Design of Service Systems, Service Blueprinting
3 Production Planning
& Control
3.1 Production Planning & Control (PPC):
Role & Functions
3.2 Demand Forecasting:
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Forecasting as a Planning Tool, Forecasting Time Horizon,
Sources of Data for forecasting, Accuracy of Forecast,
Capacity Planning.
3.3 Production Planning:
Aggregate production Planning, Alternatives for Managing
Demand & Supply, Master Production Schedule, Capacity
Planning - Overview of MRP, CRP, DRP , MRP II
3.4 Production Control:
Scheduling, Loading, Scheduling of Job Shops & Floor
Shops, Gantt Charts
4 Inventory Planning
& Control
4.1 Inventory Planning & Control:
Continuous & Intermittent demand System, concept of
inventory, need for inventory, and types of inventory -
seasonal, decoupling, and cyclic, pipeline, and safety -
Implications for Inventory Control Methods.
4.2 Inventory Costs:
Concept & behavior of ordering cost, carrying cost, and
shortage cost.
4.3 EOQ:
Basic EOQ Model - EOQ with discounts
4.4 Inventory control:
Classification of material - ABC Analysis -VED, HML, FSN,
GOLF, SOS. (Numerical expected on Basic EOQ, EOQ with
discounts & ABC), Inventory turns ratios, Fixed Order
quantity Model - Periodic Review & Re-order Point
5 Supply Chain
Management
5.1 Supply Chain Management:
Generalized Supply Chain Management Model - Key Issues
in SCM - Collaboration, Enterprise Extension,
responsiveness, Cash to Cash Conversion,
5.2 Customer Service:
Supply Chain Management & customer service linkages,
Availability service reliability perfect order, customer satisfy
action Enablers of SCM - Facilities, Inventory,
Transportation, Information, sourcing, Pricing .
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Topics | Operation & Supply Chain Management (MBAMM206)
Unit Sub Unit Topic
1 1.0 Introduction to Operations & Supply Chain Management
1.1 Evolution of Operations & Supply Chain Management
1.2 Operations Management
1.3 Functions of Operations & Supply Chain Management
1.4 Physical Goods & Services Perspectives in Operations Management
1.5 Quality in Operations Management
1.6 Concept of Internal Customer
1.7 Overview of TQM in Operations Management
1.8 Overview of Lean Management in Operations Management
1.9 Impact of Global competition on Operations & Supply Chain Management
1.10 Impact of Technological Change on Operation & Supply Chain Management
1.11 Environmental Issues in Operations & Supply Chain Management
1.12 Ethical Issues in Operations & Supply Chain Management
2 2.0 Operations Processes
2.1 Process Product Matrix
2.2 Layout
2.3 Service System Design
2.4 Service Blueprinting
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3 3.0 Production Planning & Control
3.1 Production Planning
3.2 Production Control
3.3 Demand Forecasting
3.4 Production Planning & Control (PPC)
4 4.0 Inventory Planning & Control
4.1 Inventory
4.2 Inventory Costs
4.3 Inventory Planning
4.4 Inventory Control
4.5 Economic Order Quantity (EOQ) Numerical Problems
5 5.0 Supply Chain Management
5.1 Generalized Supply Chain Management Model
5.2 Key Issues in SCM
5.3 Customer Service
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Semester 3:
Following Subjects-
1. MBAMM301 | Strategic Management [C]
2. MBAMM302 | Enterprise Performance Management [C]
3. MBAMM303 | Startup & New Venture Management [C]
4. MBAMM304 | Contemporary Marketing Research [S]
5. MBAMM305 | Consumer Behavior [S]
6. MBAMM306 | Business to Business Marketing [S]
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Semester 3:
1. Strategic Management [C] (MBAMM301)
Description of the Units included in the above subject:
Unit
No.
Unit
Name
Description
1 Unit 1 1.1 Understanding Strategy:
Concept of strategy, Corporate, Business & Functional Levels of Strategy
1.2 Introduction to Strategic Management: Meaning & Characteristics of
strategic management, strategic management Vs. operational
management
1.3 Four Phases in Strategic Management
Process:
Stakeholders in business & their roles in strategic management.
1.4 Hierarchy of Strategic Intent:
Meaning & attributes of strategic intent, Meaning of Vision, Process of
envisioning, Meaning of mission, difference between vision & mission,
characteristics of good mission statements, Business definition using
Abell’s three dimensions, objectivities & goals, Linking objectives to
mission & vision. Critical success factors (CSF), Key Performance
Indicators (KPI), Key Result Areas (KRA).
1.5 Analyzing Company’s External
Environment:
Environmental appraisal Scenario planning - Preparing an Environmental
Threat & Opportunity Profile (ETOP)
Analyzing Industry Environment: Industry Analysis - Porter’s Five Forces
Model of competition, Entry & Exit Barriers, Strategic Group analysis.
2 Unit 2 2.1 Analyzing Company’s Internal
Environment:
Resource based view of a firm, meaning, types & sources of a competitive
Advantage, analyzing Company’s Resources & Competitive Position. VRIO
Framework, competitive advantage, competitive parity & competitive
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disadvantage, Core Competence, characteristics of core competencies,
Distinctive competitiveness. Benchmarking as a method of comparative
analysis.
2.2 Value Chain Analysis Using Porter’s
Model:
Primary & secondary activities.
2.3 Organizational Capability Profile: Strategic Advantage Profile,
Concepts of stretch, leverage & fit, ways of resource leveraging -
concentrating, accumulating, complementing, conserving, recovering.
2.4 Portfolio Analysis:
Business Portfolio Analysis-BCG Matrix- GE 9 Cell Model.
3 Unit 3 3.1 Generic Competitive Strategies: Meaning of generic competitive
strategies, Low cost, Differentiation, Focus - when to use which strategy
3.2 Grand Strategies:
Stability, Growth (Diversification Strategies, Vertical Integration
Strategies, Mergers, Acquisition & Takeover Strategies, Strategic Alliances
& Collaborative Partnerships), Retrenchment - Turnaround, Divestment,
Liquidation, Outsourcing Strategies.
4 Unit 4 4.1 Strategy Implementation:
Components of a strategic plan, barriers to implementation of strategy,
Mintzberg’s 5Ps - Deliberate & Emergent Strategies, Mc Kinsey’s 7s
Framework
4.2 Organization Structures For Strategy implementation:
entrepreneurial functional, divisional, SBU Matrix, Network structures,
Cellular/Modular organization, matching structure to strategy,
organizational design for stable Vs. turbulent
Environment.
4.3 Changing Structures & Processes:
Reengineering & strategy implementation
- Principles of Reengineering, Six Sigma
- Process consisting of defining, measuring, analyzing, improving &
establishing steps, Lean Six Sigma
(Concepts only)
4.4 Corporate Culture:
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Building Learning Organizations promoting participation through
technique of Management by Objectives (MBO), Total Quality
Management (TQM)
4.5 Strategy Evaluation:
Operations Control & Strategic Control
- Symptoms of malfunctioning of strategy
- Use of Balanced Scorecard for strategy evaluation.
5 Unit 5 5.1 Blue Ocean Strategy:
Difference between blue & red ocean strategies, principles of blue ocean
strategy, Strategy Canvass & Value Curves, Four Action framework
5.2 Business Models:
Meaning & components of business models, new business models for
Internet Economy-E-Commerce Business Models & Strategies - Internet
Strategies for Traditional Business - Virtual Value Chain
5.3 Sustainability & Strategic Management:
Threats to sustainability, Integrating Social & environmental sustainability
issues in strategic management, meaning of triple bottom line, people-
planet-profits.
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Topics | Strategic Management [C] (MBAMM301)
Unit Sub Unit Topic
1 1.0 Unit 1
1.1 Understanding Strategy
1.2 Introduction to Strategic Management
1.3 Strategic Management Process
1.4 Hierarchy of Strategic Intent
1.5 Analyzing Company’s External Environment
1.6 Analyzing Industry Environment
2 2.0 Unit 2
2.1 Company’s Internal Environment
2.2 Resource Based Firm of a View
2.3 Value Chain Analysis Using Porter’s Model
2.4 Organizational Capability Profile
2.5 Portfolio Analysis
3 3.0 Unit 3
3.1 Generic Competitive Strategies
3.2 Using the Generic Strategies
3.3 Grand Strategies
3.4 Types of Grand Strategies
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4 4.0 Unit 4
4.1 Strategic Plan
4.2 Strategy Implementation
4.3 Organizational Structures for Strategy Implementation
4.4 Changing Structure & Processes
4.5 Corporate Culture
4.6 Strategy Evaluation
5 5.0 Unit 5
5.1 Blue & Red Ocean Strategy
5.2 Business Model
5.3 Sustainability & Strategic Management
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Semester 3:
2. Enterprise Performance Management [C] (MBAMM302)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Performance
Management
1.1 Performance Management:
Concept, Need, Linkages with Strategic Planning,
Management Control & Operational Control
1.2 Performance Evaluation Parameter: Financial -
Responsibility Accounting - Concept of Responsibility
Centers, Revenue Centre, and Expose Centre - Engineered
& Discretionary costs - Committed costs, Profit Centre,
Investment Centers, ROI, ROA, MVA, and EVA - DuPont
analysis. (Numerical Not expected - Interpretation only)
Limitations of Financial Measures
1.3 Performance Evaluation Parameters:
Non-financial Performance measures - Balanced Scorecard,
Malcolm Baldrige Framework
1.4 Measuring SBU Level Performance: Concept, Need,
Linkages with Enterprise Performance Management Goal
Congruence. Transfer Pricing - Objective, Concept, and
Methods - Cost based, Market price based & Negotiated,
Applicability of Transfer Pricing.
2 Capital Expenditure 2.1 Capital Expenditure Control:
Concept, Need, Process of Capital Budgeting, Types of
capital expenditure decisions - per-sanction, operational &
post - sanction control of capital expenditure.
2.2 Tools & Techniques of Capital
Expenditure Control:
Technical Performance Measurement, Post completion
audit
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3 Performance
Evaluation Parameter
for Banking &
Retailing
3.1 Performance Evaluation Parameters for
Banks:
Customer Base, NPAs, Deposits, Roll, Financial Inclusion,
Spread, Credit Appraisal, Investments.
3.2 Performance Evaluation Parameters for
Retail:
ABC analysis, Sell Through Analysis, Multiple Attribute
Method, Gross Margin Return on Investment (GMROI),
GMROI as Gross Margin/ Average Inventory at Cost
4 Performance
Evaluation
Parameters for
Projects & Non-
Profits
4.1 Performance Evaluation Parameters for
Projects:
Project Control Process: Setting base line plan, Measuring,
progress & performance, comparing plan against action,
Taking action, Schedule variance (time overruns), Project
Cost Variance (cost overruns)
4.2 Performance Evaluation Parameters for
Non-Profit:
Features of Non-profit organizations, fund accounting,
governance, product pricing, strategic planning & budget
preparations, social audit,
5 Audit Functions 5.1 Audit Function as a Performance
Measurement Tool:
Financial Audit, Internal Audit, Cost Audit, Management
Audit - Principles & Objectives (Audit Reports / Formats are
expected to be, discussed in the class from a performance
measurement perspective).
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Topics | Enterprise Performance Management [C] (MBAMM302)
Unit Sub Unit Topic
1 1.0 Performance Management
1.1 Enterprise Performance Management
1.2 Performance Management
1.3 Financial Performance Evaluation Parameter
1.4 Non-Financial Performance Evaluation Parameter
1.5 Measuring SBU Level Performance
1.6 Transfer Pricing
1.7 Goal Congruence through Transfer Pricing
2 2.0 Capital Expenditure
2.1 Capital Expenditure/Capital Budgeting
2.2 Types of Capital Expenditure Decision
2.3 Capital Expenditure Control
2.4 Capital Expenditure Control Mechanisms
2.5 Tools & Techniques of Capital Expenditure Control
3 3.0 Performance Evaluation Parameter for Banking & Retailing
3.1 Performance Evaluation Parameter for Banks
3.2 Performance Evaluation Parameter for Retail
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4 4.0 Performance Evaluation Parameters for Projects & Non-Profits
4.1 Performance Evaluation Parameter for Projects
4.2 Performance Evaluation Parameter for Non Profits
5 5.0 Audit Functions
5.1 Audit
5.2 Types of Audit
5.3 Audit Report
5.4 Audit Functions as a Performance Measurement Tool
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Semester 3:
3. Startup & New Venture Management [C] (MBAMM303)
Description of the Units included in the above subject:
Unit
No.
Unit
Name
Description
1 Unit 1 1.1 Concept & Definitions:
Entrepreneur & Entrepreneurship, Entrepreneurship & Economic
Development; A Typology of Entrepreneurs;
1.2 Entrepreneurial Competencies:
The Entrepreneur’s Role, Task & Personality
Entrepreneurial Skills: creativity, problem solving, decision making,
communication, leadership quality; McClelland’s N-Ach theory, self-
analysis, personal efficacy, culture & values, risk-taking behavior,
technology backup.
1.3 Factor Affecting Entrepreneurial Growth:
Economic, Non-Economic Factors; EDP Programmed; Entrepreneurial
Training;
1.4 Traits/Qualities of an Entrepreneurs:
Entrepreneur; Manager Vs. Entrepreneur, The Early Career Dilemmas of
an Entrepreneur, Defining Survival & Success, Entrepreneurship as a Style
of Management, The Entrepreneurial Venture & the Entrepreneurial
Organization. Entrepreneurial Process.
1.5 Steps of entrepreneurial process:
Deciding -Developing-Moving-Managing- Recognizing.
2 Unit 2 2.1 Opportunity/Identification & Product
Selection: Entrepreneurial Opportunity Search & Identification;
2.2 Product Selection:
criteria to Select a product
2.3 Conducting Feasibility Studies:
Project Finalization; Sources of information.
2.4 Entry strategies:
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New Product, Franchising, Partial Momentum, Sponsorship & Acquisition
2.5 Intellectual property:
Creation & Protection.
3 Unit 3 3.1 Small Enterprises & Enterprise Launching
Formalities:
Definition of Small Scale; Rationale; Objective; Scope; Role of SME in
Economic Development of India: SME; Registration; NOC from Pollution
Board; Machinery & Equipment Selection
Project Report Preparation:
Specimen of Project Report; Project Planning & Scheduling using
Networking Techniques of PERT/CPM ;Methods of Project Appraisal-
economic viability & market feasibility, requirements of financial
institutions, projected financial statement preparation.
4 Unit 4 4.1 Role of Support Institutions & Management of Small Business:
Director of Industries ;DIC; SIDO; SIDBI; Small Industries Development
Corporation (SIDC); SISI; NSIC; NISBUED; State Financial Corporation SFC;
Information: Assistance from different organizations in setting up a new
venture, technology parks, industrial corporation, directorate of
industries/cottage & small scale industries, SISI, Khadi & Village industries
Corporation/Board.
DGS & DNSIC, export & import, how to apply for assistance - procedure,
forms, procedures for obtaining contract from Railways, Defense, P & T
etc., SIDBI.
4.2 Laws: Liabilities under the Factories Act, Shops & Establishment Act,
Industrial Employment (Standing Orders) Act, Environment Protection
Act, Sale of Goods Act, maintenance & submission of statutory records &
returns, understanding labor - management
Relationship.
5 Unit 5 5.1 Case Studies:
Diagnostic case studies of successful/ unsuccessful entrepreneurs, key
variables explaining success/failures, industrial sickness, industrial
reconstruction, technology Obsolescence, technology, transfer.
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Topics | Startup & New Venture Management [C] (MBAMM303)
Unit Sub Unit Topic
1 1.0 Unit 1
1.1 Entrepreneur
1.2 Entrepreneurship
1.3 Entrepreneurial Competencies
1.4 McClelland’s N-Ach Theory
1.5 Factors Affecting Entrepreneurial Growth
1.6 EDP Programmed & Entrepreneurial Training
1.7 Traits & Qualities of an Entrepreneur
1.8 Entrepreneurial Process
2 2.0 Unit 2
2.1 Opportunity Identification
2.2 Product Selection
2.3 Conducting Feasibility Studies
2.4 Entry Strategies
2.5 Intellectual Property
3 3.0 Unit 3
3.1 Small Scale Enterprises & Enterprise Launching Formalities
3.2 Project Report Preparation
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4 4.0 Unit 4
4.1 Supports for Small Scale Business
4.2 Role of Support Institutions & Management of Small Business
4.3 Assistance from Different Organizations in Setting up a New Venture
5 5.0 Unit 5
5.1 Case Studies
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Semester 3:
4. Contemporary Marketing Research [S] (MBAMM304)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Introduction to
Marketing Research &
Applications of
Research Designs:
Meaning & role of Marketing Research, Role of
Information in Marketing Decisions, Marketing Research
– Sequence of Steps, Meaning & Types of Research
Designs – Exploratory, Descriptive & Causal, concept of
validity & reliability of a research study. Problem
Formulation, The decision maker & the environment,
alternative courses of action, objectives of decision
maker, consequences of alternative courses of action,
Translating decision problem to research problem,
Preparing & Evaluating Marketing Research proposal.
Formulating hypotheses using exploratory research
techniques like literature survey, experience survey &
analysis of cases. Meaning of Qualitative research &
applications of Depth Interviews & Focus Groups in
marketing Applications of longitudinal studies in
consumer panels, retail shop audit, media audience
tracking studies like TRP, brand tracking studies
2 Data Collection-
Questionnaires &
Scaling:
Designing questionnaires & observation forms for
different marketing research situations – study of
consumer behavior, advertising copy research, media
research like readership surveys, opinion polls, retail
surveys to understand market potential, channel
behavior, mystery shopping etc. Scale Construction,
Specifying domain, generating scale items, Basic Scaling
Issues like number of scale points, odd number Vs. even
number of options, balanced Vs. unbalanced scale,
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forced Vs. unforced scale, verbal & pictorial description
of response categories. Scale Purification Process,
Deleting scale items using correlations with total score,
Reliability Testing using Cronbach Alpha, Validity Testing
– Face Validity, Content Validity, Construct Validity, and
Convergent Validity & Discriminant Validity. Applications
of Likert, Semantic Differential & Staple Scales for
positioning research, brand research, attitudinal studies,
customer satisfaction research.
3 Experimental Designs &
Sampling
Experimentation in Marketing Research, Basic/ classical
designs: before – after, before – after with control
group, after only with control group, four groups – six
study design. (Applications expected with interpretation
of data) Statistical Designs, Randomized Block Design,
Latin Square Design, Factorial Design, Applications
related to Test Marketing, study of effectiveness of
advertising & sales promotional campaigns. Case studies
on sampling decisions like defining universe, sampling
unit, sampling element, choice of sampling frame,
determining sample size for probability & non-
probability sampling methods & choice of final sample
by using appropriate sampling methods in a step by step
manner.
4 Data Analysis – I Testing hypothesis for one mean, two means, and two
proportions. (Numerical expected with practical
examples) Chi Square Test, Observed & Expected
Frequencies, ANOVA – One & Two way (numerical
expected with practical examples) Conjoint Analysis,
Conceptual basis, procedure, type of data required, key
decision, how to interpret output, applications to study
trade off patterns of consumers as related to different
levels of marketing mix elements (Question on
interpretation of output is expected) Factor Analysis,
Conceptual basis, type of data required, procedure, PCA,
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Interpreting factor matrix (factor loadings,
communalities, Eigen value), determining number of
factors using latent root criteria & scree test,
interpreting & naming factors, applications in consumer
behavior studies (Question on interpretation of output is
expected)
5 Data Analysis – II Cluster Analysis, Conceptual basis, type of data required,
procedure, clustering methods – single linkage rule, how
to interpret output, applications related to
psychographic & lifestyle market segmentation
(Question on interpretation of output is expected)
Multi- dimensional Scaling & Perceptual Mapping,
Conceptual basis, type of data required, key decision-
attribute based versus non- attribute based approaches,
procedure, how to interpret output, applications related
to target market selection & positioning (Question on
interpretation of output is expected) Discriminant
Analysis (Two Group Case), Conceptual basis, type of
data required, determining the coefficients, interpreting
discriminant function & classifying subjects using
discriminant function, applications in marketing
(Question on interpretation of output is expected)
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Topics | Contemporary Marketing Research [S] (MBAMM304)
Unit Sub Unit Topic
1 1.0 Introduction to Marketing Research & Applications of Research Designs
1.1 Marketing Research
1.2 Marketing Research Designs
1.3 Problem Formulation
1.4 Marketing Research Techniques
2 2.0 Data Collection- Questionnaires & Scaling
2.1 Data Collection
2.2 Questionnaires
2.3 Media Research
2.4 Scaling
3 3.0 Experimental Designs & Sampling
3.1 Experimentation in Marketing Research
3.2 Classical Designs
3.3 Statistical Designs
3.4 Test Marketing
3.5 Advertising & Sales Promotion Campaigns
3.6 Sampling
3.7 Case Studies
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4 4.0 Data Analysis-I
4.1 Data Analysis
4.2 Hypothesis
4.3 Conjoint Analysis
4.4 Factor Analysis
5 5.0 Data Analysis-II
5.1 Cluster Analysis
5.2 Multidimensional Scaling
5.3 Perceptual Mapping
5.4 Discriminant Analysis
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Semester 3:
5. Consumer Behavior [S] (MBAMM305)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Environmental
Influences on
Consumer Behavior
Basics:
Meaning of Customers & Consumers, Consumer Roles,
Consumerism & De-marketing
Culture & Sub- Culture:
Meaning, Characteristics & Relevance to Marketing
Decisions
Social Class:
Meaning, Measurement, Effect on Lifestyles
Social Groups: Meaning & Group Properties & Reference
Groups
Family:
Family Life Cycle & Purchasing Decisions
Marketing Mix:
Influence of marketing mix variables
2 Individual
Determinants of
Consumer Behavior
Personality & Self Concept:
Meaning of Personality, Influence on Purchase Decisions
Motivation & Involvement:
Types of Buying Motives, Motive
Hierarchy, Dimensions of Involvement
Learning & Memory:
Meaning & Principal Elements of Learning, Characteristics
of Memory Systems, Recall
Attitudes: Meaning & Characteristics, Strategies for
Changing Attitudes, Intensions& Behaviors
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3 Consumer Decision
Making Process
Problem Recognition:
Types of consumer decisions, types of
Problem Recognition, Utilizing problem recognition
information Search & Evaluation:
Types of information, Sources of Information Search, Search
& Credence Aspects -Marketing Implications Situational
Influences on Purchase Decisions Purchasing Process: Why
do people shop? Store & Non-store Purchasing Processes,
Purchasing Patterns.
Post-purchase Evaluation & Behavior:
Consumer Satisfaction,
Dissatisfaction, Customer Delight, Consumer Complaint
Behavior, Post Purchase Dissonance.
4 Consumer Behavior
Models
Howard Seth Model Engel – Blackwell – Miniard Model
5 Indian Consumer Demographic & Socio-economic Profile
Measurement of social classes in India using Socio-
Economic Classes (SEC) in Urban & Rural Markets Living
Standards Measures (LSM), Characteristics of Bop
Consumers.
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Topics | Consumer Behavior [S] (MBAMM305)
Unit Sub Unit Topic
1 1.0 Environmental Influence on Consumer Behavior
1.1 Basic Concepts in Consumer Behavior
1.2 Culture & Subculture
1.3 Social Class
1.4 Social Groups
1.5 Family
1.6 Marketing Mix
2 2.0 Individual Determinants of Consumer Behavior
2.1 Personality & Self-Concept
2.2 Motivation & Involvement
2.3 Learning & Memory
2.4 Attitudes
3 3.0 Consumer Decision Making Process
3.1 Problem Recognition
3.2 Search & Evaluation
3.3 Purchasing Process
3.4 Post Purchasing Evaluation & Behavior
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4 4.0 Consumer Behavior Model
4.1 Learning Model
4.2 Psychoanalytical Model
4.3 Economic Model
4.4 Sociological Model
4.5 Nicosia Model
4.6 Howard Seth Model
4.7 Engel –Blackwell-Miniard Model
5 5.0 Indian Consumer
5.1 Demographic & Socio-Economic Profile
5.2 Measurement of Social Classes in India using Socio Economic Classes in Urban & Rural Markets
5.3 Living Standard Measures (LSM)
5.4 BOP Consumer
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Semester 3:
6. Business to Business Marketing [S](MBAMM306)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Overview of
Business-to-
Business Marketing
Overview of Business-to-Business Marketing: Introduction to
Business-to-Business Marketing:
Business, Organizational & Government Markets,
Organizational Buying Behavior, Concept of the Business-to-
Business (B2B) Marketing, Comparison of Business-to-
Business & Business-to-Consumer Marketing.
Buying Situations, Buy gird Framework, Role of Buying
Centre, Models of B2B Marketing - Webster & Wind Model,
Sheth Model, Impact of Macro/Micro Environmental factors
on decision making.
2 Segmentation,
Targeting &
Positioning for
B2B Markets
Segmentation, Targeting & Positioning for B2B Markets:
Market Segmentation Bases:
Macro Variables:
Industry Characteristics, Company Size, Customer Location,
End User Markets, product, Applications.
Micro Variables:
Customer Interaction needs, Organizational Capabilities,
Purchasing Policies, Purchasing Criteria, & Personal
Characteristics.
Target Markets:
Concentrated Marketing, Differentiated Marketing,
Undifferentiated Marketing. Criteria for choosing a target
market. Positioning
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3 Product Pricing
Strategy for B2B
Markets
Product Pricing Strategy for B2B Markets: Industrial
Products:
Definition of an Industrial Product, Industrial Product
Lifecycle & Strategies
Across the PLC, Product strategies for New Products &
Existing Products, Importance of After Sales Service.
Innovation, Competitiveness & Technology. Marketing of -
Projects, Industrial Services, High technology products.
Pricing:
Factors influencing Pricing Decisions, Pricing Strategies -
Competitive bidding, Pricing New Products, Pricing Policies,
Commercial Terms & Conditions, Contracts, Hiring & Leasing,
Negotiation, Bargaining, Persuasion & Conviction. Methods
used to Influence Industrial Customers, Special Dealing
between Buyer & Sellers, Reciprocity, Ethical Issues.
International Market based Pricing.
4 Personal Selling &
Promotions for B2B
Markets
Personal Selling & Promotions for B2B Markets: Personal
Selling:
Role & Characteristics of Personal Selling, Development &
Management of Sales Force, Key Account Management - ABC
Analysis of Industrial Customers.
Promotions:
Developing Industrial Communication Program, Trade Shows,
Exhibitions, Catalogues, Samples, Public Relations, and
Advertising.
5 Industrial
Distribution
Channels
Industrial Distribution Channels:
Distinctive Nature of Industrial Distribution Channels, Types
of Industrial Middlemen, Channel Flow Design, Formulating
Distribution Strategies & Cost Benefit Analysis.
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Topics | Business to Business Marketing [S] (MBAMM306)
Unit Sub Unit Topic
1 1.0 Overview of Business-to-Business Marketing
1.1 Introduction to Business-to-Business Marketing
1.2 Buying Situations
1.3 Models of B2B Marketing
2 2.0 Segmentation, Targeting & Positioning for B2B Markets
2.1 Market Segmentation Bases
2.2 Target Markets
2.3 Positioning
3 3.0 Product Pricing Strategy for B2B Markets
3.1 Industrial Products
3.2 Pricing
4 4.0 Personal Selling & Promotions for B2B Markets
4.1 Personal Selling
4.2 Key Account Management
4.3 Sale Promotion
4.4 Developing the Industrial Communication Programmed
4.5 Advertising
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5 5.0 Industrial Distribution Channels
5.1 Distinctive Nature of Industrial Distribution Channel
5.2 Industrial Middleman
5.3 Channel Flow Design
5.4 Formulating Distribution Strategies
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Semester 4:
Following Subjects-
1. MBAMM401 | Managing for Sustainability [C]
2. MBAMM402 | Entrepreneurship Development [C]
3. MBAMM403 | Event Management [C]
4. MBAMM404 | Services Marketing [S]
5. MBAMM405 | Sales & Distribution Management [S]
6. MBAMM406 | Customer Relationship Management [S]
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Semester 4:
1. Managing for Sustainability [C] (MBAMM401)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Corporate Social
Responsibility
Corporate social responsibility: Concept, The nature of
corporate responsibility & corporate citizenship, Relevance in
the present day business environment.
Corporate social responsibility & stakeholders: Internal &
external stakeholders, Responsibility to various stakeholder
groups, Interest & influence of various stakeholder groups,
Formulating & implementing a policy for corporate social
responsibility
Bottom of the pyramid opportunities: Issues & opportunities
for business in socially & environmentally sensitive world,
Social & environmental problems & how they shape markets.
2 Sustainable
Development
Sustainable Development: concept, definition of sustainable
development, need, importance, education, Philosophical
development, Gandhian Thought on Sustainable
Development, Sustainable Development & social framework,
equitable distribution, difference between sustainable
development & green development, criticism.
Stakeholder Impact: Stakeholders & the power they wield,
Reducing socio-environmental costs & risks: managing the
downside, Driving revenues & creating intangible value:
managing the upside.
3 Business Case for
Sustainable
Development
3.1 Business case for sustainable development: Three
dimensions of sustainable development
1) Environmental: Atmosphere, fresh water & oceans, land
use, management of human consumption, energy, food,
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waste management, Understanding ecological "footprint":
Eco-tracking, carbon marketing, carbon credits, economics of
sustainability, Designing for the environment & "greening' the
supply chain, regulation, case studies.
2) Economic: environment degradation & economic growth,
nature as an economic externality, economic opportunity.
3) Social: Peace, security, social justice, sustainability &
poverty, human relationship to nature, human settlements.
3.2 Study of business models for sustainable development:
Indian & Global perspectives.
3.3 Sustainability reporting: Triple bottom line reports - The
content of sustainability reports (also CSR reports, ESG
reports, social & environmental reports)
3.4 Social accountability standard - ISO 26000: Social
responsibility guidance standard, Global Compact Principles,
Environmental Impact Assessment, Life Cycle Analysis, Social
Impact Assessment.
4 Corporate
Governance
4.1 Corporate Governance: Meaning – OECD principles,
Difference between governance & management, Purpose of
good governance, Potential consequences of poor corporate
governance, Business failure & the contribution of poor
governance
4.2 Relevant Theories: Agency theory, transaction cost
theory, stakeholder theory. Friedman‘s theory of CSR.
4.3 Stakeholder value approach: Stakeholder value approach,
Enlightened stakeholder approach, stakeholder approach to
Governance, risk & financial stability. The balancing of
conflicting objectives
4.4 Key issues in corporate governance: Role & composition
of the board, remuneration of directors & senior executives,
accounting & audit, internal controls, checks & governance,
relations with shareholders & other stakeholders. Clause 49
of Listing agreement & Corporate Governance Code, CEO,
CFO Certification. Role of regulators – SEBI, IRDA, RBI, ED, etc.
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4.5 Applying best practice in governance: Voluntary &
regulatory approaches, rules or principles, concept of ‘comply
or explain’. Governance problems for global companies &
groups. Governance issues in the public sector. Governance
issues in
the voluntary sector (NGOs & charitable organizations)
4.6 Governance aspects: Sarbanes-Oxley Act 2002: Section
302: CEO/CFO certifications, Section 404(a): internal control
Report, Governance & role of auditors & audit committee.
4.7 Case Studies on Corporate Governance: Satyam, Infosys,
Tata, Wipro.
5 Corporate Ethics Corporate Ethics:
5.1 The Ethical Value System: Universalism, Utilitarianism,
Distributive Justice, Social Contracts, Individual Freedom of
Choice, Professional Code,
5.2 Values: Importance, Sources of Value Systems, Values
across Cultures
5.3 Indian Values & Ethics: Respect for Elders, Hierarchy &
Status, Need for Security, Non – Violence, Cooperation,
Simple Living high Thinking, Rights & Duties, Ethics in Work
life, Holistic relationship between Man & Nature, Attitudes &
Beliefs.
5.4 Business Ethics: Nature, Characteristics & Needs, Ethical
Practices in Management, Ethical Values in different Cultures,
Culture & Individual Ethics, Relationship between Law &
Ethics, Impact of Laws on Business Ethics.
5.5 Ethics & Corporate Excellence: Code of Ethics in Business
Houses, Strategies of Organizational Culture Building, Total
Quality, Customer Care, Care of the Employees as per
Statutes, Objective & Optimistic Approach.
5.6 Indian & Global case studies.
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Topics | Managing for Sustainability [C] (MBAMM401)
Unit Sub Unit Topic
1 1.0 Corporate Social Responsibility (CSR)
1.1 Stakeholders in CSR
1.2 Bottom of the Pyramid Opportunities
2 2.0 Sustainable Development
2.1 Stockholder Impact
3 3.0 Business Case for Sustainable Development
3.1 Three Dimensions of Sustainability Development
3.2 Environmental Dimension
3.3 Ecological Footprint
3.4 Economic Dimensions
3.5 Social Dimension
3.6 Study of Business Model for Sustainability Development
3.7 Sustainability Reporting
3.8 Social Accountability Standard – ISO 26000
4 4.0 Corporate Governance
4.1 Corporate Governance
4.2 Relevant Theories of Corporate Governance
4.3 Stakeholder Value Approaches
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4.4 Key Issues in Corporate Governance
4.5 The Clause 49 of the Listing Agreement & Corporate Governance Code
4.6 Roles of Regulators
4.7 Applying Best Practices in Governance
4.8 Governance Aspects
4.9 Case Studies on Corporate Governance
5 5.0 Corporate Ethics
5.1 The Ethical Value System
5.2 Values
5.3 Indian Values & Ethics
5.4 Business Ethics
5.5 Ethics & Corporate Excellence
5.6 Case Studies
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Semester 4:
2. Entrepreneurship Development [C] (MBAMM402)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Entrepreneur &
Entrepreneurship
Entrepreneur & Entrepreneurship:
1.1 Concept of Entrepreneur, Manager, Intrapreneur
1.1.1 Definition ,meaning & functions of an
entrepreneur
1.1.2 Concept of Manager
1.1.3 Roles & Responsibilities of Manager
1.1.4 Concept of Intrapreneur
1.2. Need & Importance of Entrepreneurship
1.3. Enterprise v/s Entrepreneurship
1.4. Self Employment v/s Entrepreneurship
1.5. Problem of Unemployment & Importance of wealth
creation
1.6. Entrepreneurial career as an option.
2 Business Opportunity
Identification &
Preliminary Project
Report (PPR)
Business opportunity Identification &
Preliminary Project Report(PPR):
2.1 Opportunity Search: Divergent Thinking Mode:
2.1.1 Meaning ,Objectives
2.1.2 Tools & Techniques:
Environmental scanning for business opportunity
Identification
2.2 Opportunity Selection: Convergent Thinking Mode:
2.2.1 Meaning ,Objectives
2.2.2 Tools & Techniques: Market Survey
2.3 Preliminary Project Report(PPR)
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3 Business Plan Business Plan:
3.1 Meaning & ,Objectives of Business Plan
3.2 Elements of Business Plan
3.3 Business Planning Process - Self Audit, Evaluation of
Business Environment, Setting Objectives, Forecasting
Market Conditions, Stating actions & resources
required, Evaluating Proposed plan, Assessing
Alternative strategic plans, Controlling the plan through
Annual Budget.
4 Institutional Support to
New Venture
Institutional Support to New Venture (Students are
expected to study the assistance scheme of following
institutions)
4.1 District Industries Center(DIC)
4.2 Maharashtra Industrial Development
Corporation(MIDC)
4.3 Small Industries Service Sector(SISI)
4.4 Micro, Small & Medium Enterprise(MSME)
Financial Assistance for Small Enterprise: Institutional:
a) Bank Loan
b) Angel Funding
c) Venture Funding
d) Self Employment Schemes of Government of
Maharashtra
e) Government Financial Institutions: Khadi & Village
Industries
Board(KVIB),Rajiv Gandhi Udyami Mitra Yojana
(RUGMY)
f) Prime Minister Employment Generation Programmed
(PMEGP)
5 Study of Entrepreneur’s
Biographies
Rahul Bajaj
Kiran Muzumdar Shaw
Azim Premji
Sabeer Bhatia
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Topics | Entrepreneurship Development [C] (MBAMM402)
Unit Sub Unit Topic
1 1.0 Entrepreneur & Entrepreneurship
1.1 Concept of Entrepreneur
1.2 Concept of Manager
1.3 Concept of Intrapreneur
1.4 Entrepreneurship
1.5 Enterprise v/s Entrepreneurship
1.6 Self Employment v/s Entrepreneurship
1.7 Problem of Unemployment
1.8 Wealth Creation
1.9 Entrepreneurship as a Career Option
2 2.0 Business Opportunity Identification & Preliminary Project Report (PPR)
2.1 Opportunity Search: Divergent Thinking Mode
2.2 Opportunity Selection: Convergent Thinking Mode
2.3 Preliminary Project Report (PPR)
3 3.0 Business Plan
3.1 Elements of Business Plan
3.2 Business Planning Process
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4 4.0 Institutional Support to New Venture
4.1 District Industries Center ( DIC)
4.2 Maharashtra Industrial Development Corporation ( MIDC)
4.3 Small Industries Service Institute (SISI)
4.4 Micro, Small & Medium Enterprise (MSME)
4.5 Financial Assistance for Small Enterprise: Institutional
4.6 Self Employment Schemes of Government of Maharashtra
4.7 Government Financial Institutions
5 5.0 Study of Entrepreneur’s Biographies
5.1 Rahul Bajaj
5.2 Kiran Muzumdar Shaw
5.3 Azim Premji
5.4 Sabeer Bhatia
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Semester 4:
3. Event Management [C] (MBAMM403)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Introduction to
Event & Event
Management
1.1 Introduction & Definition of Event.
1.2 Event Designing, 5 C’s of Events.
1.3 5 W’s of Event. 1.4 Types of Events.
1.5 Categories of Event & its characteristics.
1.6 Objectives of Event Management.
1.7 Problems associated with traditional media.
2 Facets of Event
Management
1.1 Introduction & Definition of Event.
1.2 Event Designing, 5 C’s of Events.
1.3 5 W’s of Event. 1.4 Types of Events.
1.5 Categories of Event & its characteristics.
1.6 Objectives of Event Management.
1.7 Problems associated with traditional media.
3 Execution of Event 3.1 Networking Components: Print Media, Radio Television,
The Internet, Cable Network, Outdoor Media, Direct Media.
3.2 Types of promotion methods used in events: Sales
Promotions, Audience Interaction, Public Relations,
Merchandising, In-venue Publicity, Direct Marketing,
Advertising, Public relations.
3.3 Activities in Event Management: Pre-event Activities,
During event Activities, Post-event Activities.
3.4 Functions of Event Management: Planning, Organizing,
Staffing, Leading & Coordination, Controlling.
3.5 Event Management Information System
3.6 Technology in Event Management. - Role & Importance.
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4 Marketing of Event 4.1 Concept of Market in Events
*Revenue Generating Customers.
*Nonrevenue Generating Customers.
4.2 Segmentation for Events, Niche marketing in events.
4.3 Targeting. 4.4 Positioning of Events.
4.5 Branding in Events.
4.6 Reach Interaction Matrix.
4.7 Concept of Pricing in Events.
4.8 Legislation & Tax Laws.
4.9 Marketing Communication Tool.
4.10 Implementation of Marketing Plan.
4.11 Relationship Building.
4.12 The Diverse Marketing Needs Addressed by Events:
Brand Building, Focusing the Target Market, Creating
Opportunities for Better Deals with Different Media, Events
& the Economy.
4.13 Concept of Ambush Marketing.
5 Strategies of Event
Management
5.1 Strategic Approach.
5.2 Critical Success Factor Analysis.
5.3 Strategic Alternatives Arising From Environmental
Analysis: Maintenance Strategy, Developmental Strategy,
Preemptive Strategy, Survival Strategy.
5.4 Strategic Alternatives Arising from Competitive
Analysis:
Sustenance Strategy, Rebuttal Strategy, Accomplishment
Strategy, Venture Strategy.
5.5 Strategic Alternatives Arising from Defined Objectives.
5.6 PREP Model.
5.7 Risk versus Return Matrix.
5.8 Forms of Revenue Generation.
5.9 The Basic Evaluation Process: Establishing Tangible
Objectives & Sensitivity in Evaluation, Measuring
Performance, Correcting deviations, Critical Evaluation
Points in Events.
SINGHANIA UNIVERSITY
SINGHANIA UNIVERSITY 94
Topics | Event Management [C] (MBAMM403)
Unit Sub Unit Topic
1 1.0 Introduction to Event & Event Management
1.1 Event
1.2 Event Management
2 2.0 Facets of Event Management
2.1 Event Infrastructure
2.2 Event Facets
2.3 Event Organizers
2.4 Event Organizers
3 3.0 Execution of Event
3.1 Networking Components
3.2 Event Promotion
3.3 Event Management
3.4 Event Management Information System
3.5 Technology in Event Management
4 4.0 Marketing of Event
4.1 Concept of Market in Events
4.2 Marketing Activities for Events
4.3 The Diverse Marketing Needs Addressed
4.4 Ambush Marketing
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5 5.0 Strategies of Event Management
5.1 Strategy
5.2 Critical Success Factors (CSF’s)
5.3 Strategic Alternatives Arising From Environ- mental Analysis
5.4 Strategic Alternatives Arising from Competitive Analysis
5.5 Strategic Alternatives arising from Defined Objectives
5.6 PREP Model
5.7 Risk Versus Return Matrix
5.8 Forms of Revenue Generation
5.9 The Basic Evaluation Process
SINGHANIA UNIVERSITY
SINGHANIA UNIVERSITY 96
Semester 4:
4. Services Marketing [S] (MBAMM404)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Introduction to
Services
Marketing
Introduction to Services marketing:
Definition, Significance, Characteristics of Services:
Intangibility, Inconsistency, Inseparability & Inventory.
Classification of Services.
Consumer Behavior in Services: Search, experience &
credence attributes, Pre & post experience evaluation, factors
influencing customer expectation of service, Moment of truth
Extended Marketing Mix for Services: Need for additional
three marketing mix elements in Services
Financial & economic impact of service
2 Traditional
Marketing Mix
Elements in
Services
Service Product: Customer perception, Customer satisfaction,
Tolerance zone, Service quality - Serval, GAP model & Critical
incident model, Concept of loyalty & creation of a loyalty
programmer, Service recovery, Impact of service failures
versus product failures, Nature of complaining behavior-
Complaint Resolution, Service Recovery Process.
Service Pricing: Costs of service delivery, Customer
Profitability Measurement, Revenue management
Techniques, Price Discrimination & Segmented Pricing.
Service Place: Delivering services through intermediaries &
Electronic channels.
Service Promotion: Integrated service marketing
communication, Visual merchandising, Referrals, Challenge of
Service communication.
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3 Service Process Service design & standards – Process service blue print
Demand & capacity management, Quality function
deployment (QFD), Standardization (hard / soft measures),
Service delivery, self-service technologies.
4 People & Physical
Evidence
Employees’ Role in Service Delivery, Service Culture: Internal
Marketing, Service-Profit Chain, Emotional labor Customers’
role in service delivery, Customer as a co-producer Physical
Evidence: Experience Service scape elements (to include
architectural design), Virtual Service scape.
5 Applications of
Service Marketing
Marketing in Tourism, Hospitality, Airlines, Telecom, IT & ITES,
Sports & Entertainment, Logistics, Health care sectors
(Examples/Case studies on these applications are expected).
SINGHANIA UNIVERSITY
SINGHANIA UNIVERSITY 98
Topics | Services Marketing [S] (MBAMM404)
Unit Sub Unit Topic
1 1.0 Introduction to Services Marketing
1.1 Services Marketing
1.2 Consumer Behavior in Services
1.3 Extended Marketing Mix of Services
2 2.0 Traditional Marketing Mix Elements in Services
2.1 Service Product
2.2 Service Pricing
2.3 Service Place
2.4 Service Promotion
3 3.0 Service Process
3.1 New Service Development
3.2 Service Design & Standards (Process Service Blue Print)
3.3 Demand & Capacity Management
3.4 Quality Function Deployment
3.5 Standardization
4 4.0 People & Physical Evidence
4.1 People in Services Marketing
4.2 People in Services Marketing
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5 5.0 Applications of Service Marketing
5.1 Services Marketing in Tourism
5.2 Services Marketing in Hospitality
5.3 Services Marketing in Hospitality
5.4 Services Marketing in Telecom
5.5 Services Marketing in IT & ITES
5.6 Services Marketing in IT & ITES
5.7 Services Marketing in Logistics
5.8 Services Marketing in Health Care Sector
SINGHANIA UNIVERSITY
SINGHANIA UNIVERSITY 100
Semester 4:
5. Sales & Distribution Management [S] (MBAMM405)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Introduction to
Sales & Distribution
Management
1.1 Sales Management: Objectives, Nature & Scope, Sales
Environment, Sales Planning, Strategic role of sales
management.
1.2 Marketing Channels: Functions & Significance, Structure
- Vertical & Horizontal, Symbiotic, Role of marketing channels
in the dynamic market place, Designing the Market Channel
system, Channels for Consumer goods, Industrial goods, Inter
Dependency of Sales & Distribution.
1.3 Managing Marketing Channels: Channel Policies, Choice
of the channel, Organizational Pattern in the Channel,
Assessing Channel Performance, Causes for Channel Conflict
& Techniques to overcome conflict, Channel Information
System
2 Organizing the
Sales Force
2.1 Objectives & Structure of Sales Organization.
2.2 Organizing the Sales Force, Recruitment, selection &
training the sales force.
2.3 Field Sales Planning, Compensation & Evaluation of
Sales Force
3 Sales Planning &
Control
3.1 Sales Planning: Sales Forecasting & Budgeting, Sales
Quotas & Targets.
3.2 Sales Control: Reporting Formats for Primary &
Secondary Sales, Monthly Sales Plan, Territory Sales &
Coverage Plan, Daily Sales Call Report, Expired Goods &
Breakage Return Report, Fortnightly Sales Review Report,
Order Booking Report, Monthly & Quarterly Sales Report.
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3.3 Sales Audit: Sales Force Productivity Indicators (Value &
Volume) – Territory Productivity, Per Person per Month
Productivity, Sales to Marketing Expenses Ratio.
3.4 Specialized Techniques in Selling: Tele / Mobile
Marketing, Online Marketing, E Commerce.
4 Marketing
Channels
4.1 Significance & role of channels, C&F Agents, Types of the
Wholesalers
4.2 Franchising: Significance & importance of Franchisee in
Channel Decision – Advantages of Franchisee –Process of
appointment of Franchisee - Franchiser Franchisee
relationship. Roil calculation at Dealer Level.
5 Retailing 5.1 Nature & Importance of Retailing , Types of Retailers,
Organized & unorganized Retailing Formats, Retail
Merchandising, Retail Decision Location & Size,
5.2 Retailer Promotion: Advertising, Sales Promotion & POP
Promotion, Shelf Management, Communicating with the
retailer customer, Economic cost of retailing, New Trends in
Retailing,
Role & Significance of Multi-level Marketing.
SINGHANIA UNIVERSITY
SINGHANIA UNIVERSITY 102
Topics | Sales & Distribution Management [S] (MBAMM405)
Unit Sub Unit Topic
1 1.0 Introduction to Sales & Distribution Management
1.1 Sales Management
1.2 Marketing Channels
1.3 Marketing Channels
2 2.0 Organizing the Sales Force
2.1 Sales Organization
2.2 Sales Force
2.3 Field Sales
3 3.0 Sales Planning & Control
3.1 Sales Planning
3.2 Sales Control
3.3 Sales Audit
3.4 Sales Audit
4 4.0 Marketing Channels
4.1 Wholesaler
4.2 Franchising
5 5.0 Retailing
5.1 Retailer Promotion
SINGHANIA UNIVERSITY
SINGHANIA UNIVERSITY 103
Semester 4:
6. Customer Relationship Management [S] (MBAMM406)
Description of the Units included in the above subject:
Unit
No.
Unit Name Description
1 Fundamentals of
CRM
1.1 Understanding Relationships: What is a relationship?
Relationship Quality, Why companies want relationships with
customers? Why companies do not want relationships with
customers? Why customers do not want relationships with
suppliers? Customer satisfaction - loyalty - business
performance linkage, Satisfaction profit chain, Relationship
management theories.
1.2 Introduction to CRM: Introduction, Strategic CRM,
Operational CRM, Analytical CRM, Collaborative CRM,
Misunderstandings about CRM, Defining CRM, CRM
constituencies, Commercial & not-for-profit context of CRM,
Models of CRM.
2 Managing the
Customer Life
Cycle
2.1 Customer Acquisition: What is new customer?
Understanding Customer Value, Sources of Customer Value,
Customization, Value from products - services - processes -
people - physical evidence - customer communication -
channels, Customer Value estimates, Prospecting, KPI of a
customer acquisition programmer, Making the right offer,
Operational CRM tools, Support from CRM Analytics.
2.2 Customer Retention & Development: What is customer
retention? Managing Customer Retention or Value Retention?
Economics of Customer Retention, Which Customers to retain?
Strategies of Customer Retention, Positive Customer Retention
Strategies, KPI for a Customer Retention programmer,
Strategies for Customer Development, Strategies for
terminating Customer Relationships.
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SINGHANIA UNIVERSITY 104
3 CRM Mechanics 3.1 CRM Enablers:
Customer related database, Developing a Customer related
database, Database technology & hardware platform options,
Maintaining the database, Desirable Database Attributes, Data
Integration, Data Warehousing, Data Marts, Data Access &
Interrogation, Data Mining, Privacy Issues.
3.2 Customer Portfolio Management:
What is a portfolio? Who is the Customer? Basic disciplines for
CPM, Market Segmentation, Sales Forecasting, Activity Based
Costing, Lifetime Value Estimation, CPM in the B2B context,
Strategically Significant Customers, Seven Core Customer
Management Strategies.
3.3 Customer Relationship Management & Customer
Experience
Management:
What is meant by Customer Experience? Experiential
Marketing Strategies & Tactics, Customer Experience & the
role of CRM.
4 Managing
Networks for
CRM
What is a Network? Business Networks, Network Position,
Concept of Focal firm, Business Networks & CRM, SCOPE of
CRM, Supplier Networks, Distribution Networks, Management
of Networks, Supplier Relationships, Product Development,
Supplier Accreditation Programmed, Process Alignment, E
Procurement, Partners in Value Creation, Alliance between
non-competing firms, Alliance between competing firms,
Benchmarking Partners, Customer Advocacy groups, Sponsors,
Partners in Value Delivery.
5 Organizational
Issues & CRM
Organizational roles & CRM, Strategic goals of CRM,
Conventional customer management structures, Network &
virtual organizations, Person-to-person contacts, Key Account
Management, Team Selling, Employees & Internal Marketing,
Empowerment, Employee Relationship Management.
SINGHANIA UNIVERSITY
SINGHANIA UNIVERSITY 105
Topics | Customer Relationship Management [S] (MBAMM406)
Unit Sub Unit Topic
1 1.0 Fundamentals of CRM
1.1 Understanding Relationships
1.2 Introduction to CRM
2 2.0 Managing the Customer Life Cycle
2.1 Customer Life Cycle
2.2 Customer Acquisition
2.3 Customer Retention & Development
3 3.0 CRM Mechanics
3.1 CRM Enablers
3.2 Customer portfolio Management
3.3 Customer Relationship Management & Customer Experience Management
4 4.0 Managing Networks for CRM
4.1 Network
4.2 Focal Firm
4.3 Business Networks & CRM
4.4 Supplier Relationships
4.5 Electronic Procurement
4.6 Partners
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SINGHANIA UNIVERSITY 106
5 5.0 Organizational Issues & CRM
5.1 Organizational Roles & CRM
5.2 Strategic Goals of CRM
5.3 Conventional Customer Management Structures
5.4 Network & Virtual Organizations
5.5 Person-to-Person Contacts
5.6 Key Account Management
5.7 Team Selling
5.8 Employees & Internal Marketing
5.9 Empowerment
5.10 Employee Relationship Management
SINGHANIA UNIVERSITY
SINGHANIA UNIVERSITY 107