IV Term Syllabus

8/8/2019 IV Term Syllabus

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INSTITUTE FOR TECHNOLOGY AND MANAGEMENT

11/D14, SIPCOT IT PARK, SIRUSERI, CHENNAI - 603103

TERM IV

CORE SUBJECT

COURSE 22- MARKETING STRATEGIES

SUBJECT CODE MKT 500 INTERNAL

50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES : This course focuses on the development and implementation of strategies to deal with

the various aspects of marketing .

1 The concept of strategy in Marketing .2 Marketing Strategy and Decision Making Opportunity Analysis

3 Formulating Marketing Strategy

4 Customer Decision Making

5 Life cycle

6 Market Segmentation

7 Product Positioning

8 Market Response

9 Competitive Behavior

10 Management of Established Products and New Product Development .

11 The Marketing Plan12 Creating Strategic change in evolutionary markets

13 Evaluation and implementation of Strategy

Books Recommended :

1.Marketing Management & Strategy - Kotler & cox

2.Strategic Marketing - Cady & Buzzell

3.Advanced Marketing Strategy - Urban & Star

4.Strategic Market Planning - Hamper & baugh

5.Marketing Strategy - Walker Boyd, Mullins Larrede


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TERM IV

CORE SUBJECTCOURSE 23- PROJECT MANAGEMENT

SUBJECT CODE FIN 690 INTERNAL

50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES : This course focuses on the Project Management Techniques and Financing Methods

.

UNIT I : Concept of Project Management Categories of Projects - Project Life cycle Phases Tools and

Techniques for project Management The project manager Roles and responsibilities of Project manager .

UNIT II : Establishing a project Technical Financial and operational Feasibility of Project Feasibility report

Defining scope Time cost and performance goals Project implementation schedule

UNIT III: Systems and Procedures for Project Implementation Working of systems -Design of systems Work

Breakdown structure Project execution plan Project Procedure Manual - Project control systems Planning

scheduling and Monitoring with PERT/CPM Project Diary .

UNIT IV : Project Direction Coordination and control Project Direction -Communication in a project Project

coordination Project control Performance control schedule control cost control.

UNIT V : Project Management performance Performance indicators Performance improvement Project

management environment .

UNIT VI: Project Financing -Sources of Terms Loans Types of term Loans Indian Financial Institutions and

their various Term Loan schemes .

UNIT VII : Term loan Application and Appraisal .

UNIT VIII : Documentation and Procedures for term Loans for Financial Institutions .

UNIT IX : Venture capital - concept and Dimensions of Venture capital Functions of venture capital Venture

capital in India Venture capital schemes Future of venture capital in India .

UNIT X : Shares and stock as sources of Long term Financing .

UNIT XI : Bonds and Debentures as sources of Long term Financing .


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BOOKS RECOMMENDED :

1.Project Management - S. Choudary

2.Handbook of Project Financing - Jay Narayan Vyas

3.Projects : Preparation , Appraisal ,Budgeting & implementation - Prasanna Chandra

4.Project Evaluation & Management - M.K.Singh & A.Mahadevan

5.Project Financing Polices ,Procedures ,Practices with relevant

SEBI guidelines - H.P .Pahwa .


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TERM IV

CORE SUBJECT

COURSE 24- FINANCIAL MANAGEMENT


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COUSRE OBJECTIVES : Understanding advanced Financial policies ,Financial Planning and control methods

in corporate environment .

1. Nature of Financial Management Planning & Forecasting

2. Financial Analysis Sources and Application of Funds

3. Profit Planing.

4. Working capital management Management of Inventory -Receivables and cash

Capital structure cost of capital weighted average cost of capital EBIT -EPS analysis Indifference

point .Analysis of Leverage operating Financial and composite

6. Capital Project evaluation

7. Dividend Policy

8. Corporate Restructuring

9. Lease Financing

10 Tax Planning

Books Recommended :

1.Financial Management- theory and practice - Prasanna Chandra

2.Financial Management - I.M.Pandey

3.Financial Management - Jain and Khan

4.Financial Management - James Van Horne .


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TERM IV

CORE SUBJECTCOURSE 25- BUSINESS POLICY & STRATEGIC MANAGEMENT

SUBJECT CODE 635 INTERNAL

50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES : To orient the students that business works in an environment of constant change and

to prepare them about the policies and strategies required for suitability responding to such changes for survival

,growth ,excellence and if possible create the change .

UNIT 1 : INTRODUCTION

Nature ,-special characteristics and scope - history and evolution-, mission & goals- objective setting - policies

types and classifications - significance of the subject.

UNIT 2 : BUSINESS AND SOCIETY

Business as a subsystem of society- social responsibility- social audit - business ethics - social responsibility of

Indian businessman.

UNIT 3 : BUSINESS AND ENVIRONMENT

Scanning business environment- internal appraisal or organizational appraisal- techniques for scanning external

environment- sources of data & techniques -impact of international environment on business.

UNIT 4 : FORMULATION OF STRATEGY

Different approaches to strategy formulation intuitive approach etc-, grand strategy alternatives stability -

growth - retrenchment etc., - external growth strategies.

UNIT 5: EVALUATION / CHOICE OF STRATEGY

Techniques of evaluation subjective and objective techniques implementation special considerations in

implementing policy- mbo mbe-, mckenzeys model , a brief discussion on functional policies production -

finance - hrm and marketing.

Books Recommended :

1.Business Policy & strategic management - Azhar Kazmi

2.Strategic Planning & management - P.K.Ghosh

3.Business Planning & Policy - Mammoria , Mammoria & Rao

4.Essence of strategic management - Bowman

5.Business policy & strategy - Cherunilam

6.Strategic management - Indian context -Srinivasan

7.Business policy & strategic management - David hunger

8.Strategic management theory-an integrated approach - Charles Hill


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TERM IV

MARKETING ELECTIVE -1

SERVICES MARKETING


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES:

This course discusses various marketing strategies which are used to market the services. Hotel Airlines,

Courier and Financial services are some important examples of such services

UNIT I :

Understanding services What are the services Growth in services services Vs Manufacturing firms

characteristics of services Intangibility variability services delivery process.

UNIT II

Classifying services for strategic marketing

UNIT III

Services Marketing Mix

UNIT IV

Sales Promotion and advertising of services

UNIT V

Services positioning

UNIT VI

Franchising and Distribution Strategies

UNIT VII

Customer contact approach to services

UNIT VIII

Organizational and other problems in services marketing

UNIT IX

Mastering service quality Managing gaps


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UNIT X

Marketing of selected special services Hotels , Airlines , Courier Financial services

`

BOOKS RECOMMENDED :

1.Marketing of services - Harsh V.Verma

2.Managing services - Christopher H.Lovelock

3.Service Marketing - Ravi Shankar

4.Service Marketing - C.Bhattacharjee

5.Essentials of services marketing - Douglas Hoffman & John Bateson.


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TERM IV

MARKETING ELECTIVE - 2

FIELD SALES MANAGEMENT


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES: This course aims at the management of sales personnel working in the field.

UNIT I :

Sales personnel categories, Planning and forecasting Sales Personnel requirements Selling Process.

UNIT II

Selection Recruitment Training and development of sales personnel Supervision staff and managerial

personnel Training of sales force Training of supervisory and managerial staff .

UNIT III

Management of Marketing Personnel Allocation of Personnel Territories Fixing Sales Targets Preparing

Travel Pro grammes Performance Appraisal of Field Staff .

UNIT IV

Compensation Schemes Salary Grades Prerequisites Commissions - Bonus Prices Awards etc Cost

Benefit Analysis of compensation schemes .

UNIT V

Organization of Sales Staff Functional and Divisional organization Factors Governing an effective

Organizational structure .

UNIT VI

An effective sales executive

UNIT VII

On line Sales Management and telemarketing .

BOOKS RECOMMENDED:

1.Sales Management - Still, Cundiff , Govant

2.Sales Management Concepts and Cases - Douglas .J. Darymple


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TERM IV


PRODUCT MANAGEMENT


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVE : This course aims at the product development strategies starting with identifying the

need of a new product.

1. Introducing to product management

2. New product development strategies

3. Proactive new product development process

4. Market definition and entry strategy

5. Idea generation

6. Concept testing

7. Perceptual Mapping Identification of Strategic Benefits

8. Customer Needs and Perceptual Mapping Methods and procedures

9. Conjoint analysis Principles and advantages.10. Strategic Product positioning and customer preferences

11. Benefit segmentation and product positioning

12. Estimating sales potential

13. Advertising and product testing

14. Pre test market Forecasting

15. Test Marketing

16. Launching the product

17. Managing through life cycle.

Books Recommended :

1.Design and Marketing of New products - Urban and Hauser

2.Managing New products - Thomas D. Kuczmarski

3.Managing new product development - Robert J .Dolin.


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TERM IV


INTEGRATED MARKETING COMMUNICATION


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES :

This course deals with the various methods of communication to reach to the ultimate consumer and the

effectiveness of these methods.

UNIT I

Advertising Origin Function Types of advertising Purpose of advertising campaigns- Advertising Scene in

India .

UNIT II

Role of advertising in the marketing mis Differences with personal selling Publicity Public relations Sales

Promotion and Direct Response .

UNIT III

Advertising agency structure functions selection Accreditation requirements .

UNIT IV

Advertising decision models consumer profile study .

UNIT V

Campaign development Strategy Positing Message structure and development Techniques in print and

television campaign evaluation.

UNIT VI

Printing Methods and Paper stock selection.

UNIT VII

Media Strategy-Plan-Execution Quantitative models

UNIT VIII


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Budget Methods-Quantitative models.

UNIT IX :

Pre- Post advertising research

UNIT X

Business to business advertising Functions Purposes Differences with consumer advertising .

UNIT XI

Publicity

UNIT XII

Public relations Functions Programmes -Purposes Corporate advertising and Promotion Programmes.

UNIT XIII

Response methods- Functions-Data base testing

UNIT XIV

Laws Governing advertising

UNIT XV

Industry association Consumer forums

UNIT XVI

Sales promotion Functions Types Purpose

UNIT XVII

Merchandising Function Types Purpose

UNIT XVIII

Specialized advertising campaign

a. Rural

b. Retail

c. financial

d.Issues ( Advocacy advertising )

BOOKS RECOMMENDED :

1.Advertising Procedure - Otto Klepner

2.Advertising - Maurice Mandell

3.Advertising Principles ,Problems & cases - Dirksen , Kroeger & Nicosia.

4.Advertising and Promotion - George Belch & Micheal Blech

5.Integrated Advertising

Promotions and Marketing - Kenneth Clow and Donald Black.


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TERM IV

FINANCE ELECTIVE - 1

MONEY AND CAPITAL MARKETS


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES:

The objective of the course is to make the students aware of the functioning of the national and international

money market and stock market, various players in these markets, instruments etc. This course does not go into

the details of evaluation and analysis of various instruments and their issue procedure etc.

UNIT I National and international capital markets and flow of funds.

UNIT II Primary and secondary market instruments

UNIT III Derivatives market

UNIT IV National and international Money markets instruments.

UNIT V Stock market in India

UNIT VI International stock markets

UNIT VII Government securities market

UNIT VIII Venture capital Financing

UNIT IX Regulatory framework of the capital markets

UNIT X Capital market intermediaries and their regulations

UNIT XI Terminology of money & capital markets

UNIT XII Recent developments in money and capital markets


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Books Recommended:

1.Economics of money , Banking & financial markets - F.S.Mishkin

2.Capital market , Institution & Instruments - Fabozzl & Modighani

3.Investment & securities markets in India - V.A. Avadhni

4.OTC Exchange of India capital market - Nipun S.Mehta

5.Profile of Indian capital market - V.Vinayyakam

6.Stock Market - Praten Cliff

7.Financial Markets & The Economy - C.N. Henming


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TERM IV


MERCHANT BANKING


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES:

The focus of the course is on the role and activities of merchant bankers in the financial systems and various

financial services.

UNIT I - Concept of Merchant banking Functions of a merchant banker Role of merchant bankers

Merchant banking in India SEBI guidelines to regulate the working of merchant banking.

UNIT II - Public issues management of public issues Pricing and marketing of public issues rights issue

and Private placements.

UNIT III - Debit Instruments

UNIT IV - Capital underwriting in India

UNIT V - An overview of Financial services industry and trends in the Financial services field strategic and

organizational consideration in developing new financial service products .

UNIT VI - Credit rating services

UNIT VII - Factoring services

UNIT VIII - Insurance services .

UNIT IX - Custodial services


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UNIT X - Corporate advisory services

UNIT XI - Recent developments in Merchant banking and financial services.

Books Recommended:

1.Financial services in India - M.A .Kohok

2.Merchant banking - J.N.Dhankar

3.Essentials of Business Finance - R.M. Srivastava

4.Merchant Banking and Financial services - Dr .S.Guruswamy .


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9. Stock market indicators

10. Fundamental analysis- Economy industry company Qualitative & quantitative analysis

11. Technical analysis traditional analysis and modern analysis

Efficient market theory

12. Equity research Sources of financial information -industry analysis company analysis .

Books Recommended :

1.Security analysis and Portfolio management - Donald E.Fischer & Ronald J .Jordan

2.Investment management - V.K.Bhalla

3.Security analysis and Portfolio management - Sudhindra Bhatt

4.Security analysis and portfolio management - Dr. Punithavathy Pandian


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TERM IV


MULTINATIONAL CORPORATE FINANCE


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES : This course focuses on financial planning ,decision making and risk management in a

multinational corporation.

UNIT I : The multinational firm goals and constraints development of a multinational firm An overview of

finance function in international operations

UNIT II : The international financial and Monetary system Exchange rate mechanisms and Forex dealings .

UNIT III : Foreign exchange market .

UNIT IV : Factors affecting exchange rate and forecasting exchange rates .

UNIT V : Forex Derivatives swaps futures and options .

UNIT VI : Management of Forex risk Managing economic exposures Managing Transactions exposure

Managing Translation exposure .

UNIT VII : Exchange Dealings and currency position.

UNIT VIII : Working capital management in a multinational firm .


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UNIT IX : Capital budgeting in Multinational firm .

UNIT X : Cost of capital and Financial structure of a Multinational firm .

UNIT XI : Recent developments and issues in MNF .

Books Recommended :

1.International Financial Management - Alan .C, Sharpio

2.International Finance - Maurice d.Levy

3.International Finance - Adrian Buckley

4.International Financial Management - Jeff Madura



TERM IV

HR ELECTIVE - 1

TRAINING AND DEVELOPMENT

SUBJECT CODE HRM 610 INTERNAL

50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES :

To understand the systematic approach to training and development

To enable the students to conduct assessment of the training needs, design and implement training and

development

To evaluate the effectiveness of training and development interventions.

UNIT I:

Training and Development An overview of Organizational Context

UNIT II:

Organization Strategy, HR Strategy, and its linkage with Training Strategy, Systematic

Approach to training and development

UNIT III:

Principal of Learning, Transfer of Learning, Training Needs, Identification and Assessment (TNA)

UNIT IV:


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Designing Training Modules, Training Methods, Management of Training and Development logistics

UNIT V:

Evaluation of Training effectiveness, Learning Organizations, Current and Emerging trends in training and

development.

Books Recommended:

1. American Society for Training and Development (ASTD)

2.Hand Book of Training and Development - Saha



TERM IV

HR ELECTIVEM - 2

ADVANCED HUMAN RESOURCES MANAGEMENT


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVE: To impart advanced and latest inputs regarding utilization of human resources in

modern organizations for students opted for HR specification.

Unit 1 NATURE AND SCOPE

Introduction Evolution of Human Resource Development as a management philosophy Scope and

importance Personnel management vs Human Resources Development Human resources system

designing, HRD Policies, Competencies required for HRD Functions, Future of HRD, Assessing specialized

HRD needs of different types of Oganisations.

Unit 2 INDUCTION AND CAREER MANAGEMENT

Human Resource planning scheme for large organisations Managerial Approach and important steps

involved - Initiating the new employee into the Organization Detailed Induction Programme Career Planning

and Development, Succession Planning Executive Grooming, Mentoring. Quality of Work Life (QWL),

Preconditions to QWL, How to Improve QWL.

Unit - 3 DEVELOPMENT INITIATIVES

Setting up and maintaining an effective Training and Development department - Self Development and

Management Development Managerial issues, Various Techniques of Training & Development suitable to

advanced Applications, Management Development.


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Unit -4 APPRAISAL AND COUNSELLING

Performance Assessment and Performance Management-Basic Concepts - Attrition and Talent retention -

Vocational & Performance counseling and interpersonal Feedback Developing

dynamic relationship through effective counseling

Unit-5 HR DYNAMICS:

Management of Change, resistance to Change, Techniques to overcome, HR Records and Audit, Typical Audit

procedure for large Organisations, Organization Culture and HRD Interface, and Loyalty towards

Organisations, Identification with Organisations interests

Books Recommended :

1.Designing and Managing Human .Resources Systems, - Pareek udai & Rao

3.Performance Appraisal: Theory and Practice - Rao T.V,


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TERM IV

HR ELECTIVE - 3

ORGANISATIONAL DEVELOPMENT


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES :To study the theory and importance of OD . To study the importance of OD

interventions and its key consideration and issues .

UNIT I : An introduction to OD

UNIT II : Theory and management of OD .

UNIT III : OD interventions

a. An overview

b. Team interventions

c. Inter group and third party peacemaking interventions

comprehensive OD interventions

e. Structural interventions and the applicability of OD

UNIT IV : Key considerations and issues


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Books Recommended :

1.Organizational development - French & Bell

2.Organizational development - Fench,Bell & Zawaseki



TERM IV

HR ELECTIVE - 4

INDUSTRIAL & LABOUR LAWS


50 MARKS

EXTERNAL

50 MARKS

TOTAL

100 MARKS

COURSE OBJECTIVES : To provide a comprehensive package of inputs of important pieces of Labor Laws toenable the students gain working Knowledge in the practical field of Labor Legislation and connected authorities

.

Unit 1

Legal Administration and Court practices. Industrial Employment (Standing Orders) Act, 1946: Objects,

Concepts and Nature of Standing Orders Provisions regarding certification and operation of standing orders

Contract Labor(Abolition & Regulation ) Act, The Shops and Commercial Establishments Act.

Unit 2

Factories Act, 1948: Objects, definitions, Provisions relating to - Health, Safety, Welfare, working hours and

leave, Women and Young Persons, Special Provisions on Hazardous Factories.

Apprentices Act,1961- Nature of Apprenticeship Contract, Duties and obligations of the Employer and

apprentice, Powers of the Apprentice Advisor, Allotment of Apprentices to Designated Trades.

Unit 3

Employees State Insurance Act, 1948: Objects, The Employees State Insurance Corporation and Types of

Benefits, Rules regarding Contributions , Rules regarding Benefits Standing committee and medical benefit

council provisions relating to contributions Offences and penalties Miscellaneous provisions. Trade Union

Act, 1926: Objects Registration of trade unions Rights and liabilities of registered trade unions Registered


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and Recognized Union Procedure

Unit 4

Industrial Disputes Act, 1947: Objects Industrial Dispute and Individual Dispute Authorities for settlement of

Industrial Disputes Reference to Industrial Disputes Procedure Powers and duties of authorities Strike

Lock-out Lay-off Retrenchment Unfair Labor Practices.

Payment of Wages Act, 1936: Objects Provision relating to responsibility for payment of wages Authorized

deductions, limits to deductions

UNIT--5

Payment of Gratuity Act, 1972: Payment of Bonus Act, 1965 Computation of available surplus & allocable

surplus, Accounting year, deduction from bonus payable set on and set off provisions

Books Recommended :

Industrial Laws. - Kapoor .N.D.

Industrial Laws - Shukla.M.C

Relevant Bare Acts

Industrial Laws - Batra & Kalra

IV Term Syllabus

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