MBA Class of 2013 Sem 3 Course Handouts PDF

Index
S. No Syllabus Page No
1 Business Ethics and Corporate Governance 1
2 Business Strategy - I 7
3 B2B Marketing 10
4 Integrated Marketing Communications 15
5 Marketing Research 19
6 Product Management 23
7 Sales and Distribution Management 28
8 Services Marketing 32
9 Customer Relationship Management 38
10 Online Marketing 45
11 Financial Services Marketing 50
12 Banking Management 54
13 Financial Risk Management 60
14 Financial Statement Analysis 65
15 International Finance and Trade 72
16 Investment Banking 76
17 Retail Banking 82
18 Security Analysis 98
19 Wealth Management 103
20 Financial Econometrics 108
21 Competency Mapping and Assessment 111
22 Human Resource Planning 116
23 Industrial Relations and Employment Laws 124
24 Performance Management and Reward Systems 128
25 Training and Development 136
26 Project Management 142
27 Supply Chain Management 146
28 Business Intelligence 151
Business Ethics & Corporate Governance
Program: MBA Course Code: SL GM 602
Class of: 2013 Sessions: 33
Semester: III Credits: 3
Course Objective
To help students understand the nature of Business Ethics and issues in Corporate Governance and
application of these very important aspects to the contemporary Indian scene
Text Book
Book AUTHOR / PUBLICATION

Business Ethics & Corporate Governance A.C. Fernando, Pearson Education
Reference Books
Books Author / Publication
Business Ethics: Concepts and Cases Manuel G. Velasquez, Pearson Education, 7th edition
Corporate Governance Erik Banks, Macmillan, 2004
Detailed Syllabus
S.No Topic Description
1 Business Ethics Introduction to Business Ethics, Ethics, Morals & Values,

Concepts of Utilitarianism and Universalism – Theory of rights,
theory of Justice – Virtue ethics – ethics of care – Law and
Ethics - The Nature of Ethics in Management- Business
Standards and Values - Value Orientation of the Firm.
2 Typical Problems in Environmental Pollution & Society - Marketing Ethics (in
Business Ethics Products, Pricing, Promotion and Place) and Consumer
protection – Ethics in Human Resources management
(Recruitment and promotion policies, Working Conditions,,
Down Sizing Workforce), Ethical issues at the top
management, Ethics in financial markets and investor
protection – Ethical responsibility towards competitors and
1
business partners.
3 Corporate Social A Historical Perspective from Industrial Revolution to Social
Responsibility Activism – Current CSR practices of the firms in India and
abroad.
4 Complexity of Ethical Conflicts in decision making from ethical and economic point
Issues of view- Ethical Dilemma - Solving ethical dilemma Managerial
integrity and decision making.
5 Ethical Leadership Personal Integrity and self development – wisdom based
leadership.
6 Corporate Governance History of Corporate form and models - Corporate Objectives

and goals, Ownership pattern – Issues in managing public
limited firms – Agency problems.
7 Nature & Evolution of Global and National Perspectives – Global Corporate

Corporate Governance Governance models - Anglo American and Relationship model
(Germany, Japan and France)- Claims of Various Stakeholders -
Why governance – Changes in eighties - Cadbury Report,
Hampel Report and OECD Committee Recommendations –
SOX Act.
8 Internal Corporate Board of Directors— Functional Committees of Board; Code of
Governance conduct, whistle blowers.
Mechanism
9 External Corporate Regulators, Gate keepers, Institutional Investors, Corporate

Governance raiders
Mechanism
10 Corporate Governance
Ratings
11 Corporate Governance corporate form in India 50s to 90s – developments in

in India Corporate Governance in India in nineties and 2000s – CII,
Kumaramangalam, Narayanamoorthy, Naresh Chandra, JJ Irani
Committee reports – Legal and Regulatory Changes –
introduction and modification of Clause 49, - Corporate
governance in practice in India
2
Session Plan
Session Topic Concepts Case title along Reading material
No. Covered with ref no.
1 Introduction to Introduction
Business Ethics
2 Introduction to Ethical frameworks Ethical Frameworks for Chapter 2. Ethical
Business Ethics Management Principles in
(HBS: 9 384 105) Business
In Business
Ethics: Concepts
and Cases by M.
G. Velasquez
3 Introduction to Ethical frameworks Same as above Same as above
Business Ethics
4 Introduction to Ethics & values 2. Ethical Values of the Same as above
Business Ethics Murugappa Group: A
Case Study ((ICFAI Journal
of Corporate
Governance, Vol. 8, No. 2)
5 Typical Marketing ethics 3. On Weldon’s watch: Chapter 4. Ethics
problems in recalls at Johnson & in Marketplace
Business Ethics Johnson In Business
(HBS: 9 311 029) Ethics: Concepts
and Cases by
M.G. Velasquez
6 Typical Ethics in 4. Martha McCaskey Same as above
problems in Operations (HBS 9 403 114)
Business Ethics
7 Typical Ethics & HR 5.Hitting the Wall: Nike & Same as above
problems in International Labour
Business Ethics Practices
(HBS 9 700 047)
8 Typical Intellectual 6. Hollywood in India (A) Same as above
problems in Property Issues (HBS 9 711 017)
Business Ethics
9 Typical Ethics & business Video Clip from the Same as above
problems in documentary ‘The
Business Ethics Corporation’
10 Typical Ethics, Business & Three small videos related Same as above
3
problems in Society to Vedanta’s
Business Ethics Niyamgiri project
11 Corporate CSR 7.State Grid: Corporate An Indian
Social Social Responsibility Perspective of
Responsibility (HBS 9 410 141) Corporate Social
Responsibility in
HRM Review Jan
2008
12 Corporate CSR Ratings Karmayog’s Rating of CSR Study of website
Social activities of www.karmayog.c
Responsibility Indian firms om
13 Complexity of Role of business in 8.Royal Dutch Shell in Ethical Dilemma:
Ethical issues society Nigeria (A) Managerial View
(HBS 9 399 126) In MBA Review
Jan 2007
14 Complexity of Individual vs. client 9. Exit Strategy (HBS N9 Same as above
Ethical issues and Organisation 311 075)
conflicts
15 Complexity of Ethical dilemma Clipping from the Hindi Same as above
Ethical issues movie ‘Corporate’
16 Ethical Ethics & leaders 10. Hewlett Packard Role of Ethics in
leadership company: CEO succession Leadership:
in 2010 (HBS 9 411 056) Leading by
Setting Examples
in Effective
Executive July
2005
17 CG: History of Rationale for 11.Mergers & Agency Theory
Corporate form Corporate Acquisitions: legal and Managerial
& models Governance context: basic framework Rewards:
for Corporate Governance Effective
(HBS 9 803 200) Executive March
2003
18 CG: History of Basic models 12. Note on Corporate Same as above
Corporate form Governance Systems: US,
& models Japan & Germany
(HBS 9 292 012)
19 Corporate CG in practice 13.Action Aid Same as above
Governance: International
History of Corp. (HBS 9 311 004)
form & models
4
20 Nature & CG, restructuring 14. Marriott Corporation Chapter 1:
Evolution of and responsibilities (A) Governance
Corporate to stakeholders (HBS 9 394 085) Redefined in the
Governance book titled
Corporate
Governance by
Erik Banks
21 Nature & Improving board 15.Measuring & Same as above
Evolution of performance improving performance of
Corporate corporate boards using
Governance Balanced Scorecard
(HBS B 0303 D)
22 Nature & The road ahead 16.The future of Same as above
Evolution of Corporate Governance
Corporate (HBS BEP 029)
Governance
23 Internal CG Managerial 17. A letter from prison
mechanisms responsibility (HBS 9 110 045)
24 Internal CG Processes & 18.Accounting fraud at
mechanisms changes to prevent Worldcom
frauds (HBS 9 104 071)
25 Internal CG Internal decision 19. Internal governance &
mechanisms making & oversight control at Goldman Sachs
(HBS 9 904 026)
26 External CG Role of investors 20. The Hermitage Fund – Chapter 3:
mechanisms and the media the media &CG in External
Russia (HBS 9 703 010) Governance
Mechanisms
in the book titled
Corporate
Governance by
Erik Banks
27 External CG Steps taken 21.Corporate reforms in Same as above
mechanisms institutionally to the USA
improve CG (HBS 9 304 091)
28 External CG Challenges in 22. International Same as above
mechanisms standardising Accounting Standards
across Board (IASB) at a
countries crossroads (HSB 9 111
084)
5
29 CG Ratings Presentation of Corporate
group assignment Governance
Ratings: Saviour
of the
Stakeholders?
ICFAI Reader July
2004
30 CG Ratings Presentation of Same as above
group assignment
31 CG in India Study of Indian CG 23.Company Governance Revitalizing

practices –fulfilling broad mission & Clause 49
purpose :What the India Portfolio
way can teach us Organizer Feb
(HBS 5821 BC) 2006
The Changing
Face of Family-
owned Business in
India,
ICFAI Journal of
Business Strategy
, June 2004
32 CG in India Study of Indian CG Same as above Same as above
practices
33 CG in India An example of a 24.Corporate Governance Same as above
proactive Indian in Infosys (ICMR-
company BECG038)
EVALUATION
# Component Weightage
1 Class Participation 40% - 2 instalments of 20% each
2 End Term Exam 30%
3 Group presentation 20%
4 Individual assignment 10%
Total 100%
6
Business Strategy- I
Program: MBA Course Code: SLGM611

Class of: 2013 Credits: 3
Semester: III Session: 33
Course Objective: To introduce the concepts of Strategic planning, competitive advantage, strategy
formulation and the process of strategy development.
Text Book
Book Title Author, Publication & Edition

Exploring Corporate Strategy Kevan Scholes & Jerry Johnson, 7 th edition,
Prentice Hall of India
Reference Books

Crafting and Executing Strategy-The Quest Thompson, Strickland, Gamble and Jain. 14th Edition
for Competitive Advantage (2006, – Tata McGraw Hill.
Strategic Management John A Pearce II, Richard B Robinson JR, All India
Traveller Bookseller, 2000
Competitive Strategy Michael E Porter, The Free Press, New York, 1980
Competitive Advantage: Michael E Porter, The Free Press, New York, 1985
Detailed Syllabus

1 Introduction to Contributions of Leading Management Gurus. The nature of
Business Strategy strategy and strategic decisions – characteristics of strategic
decisions – levels of strategy – vocabulary of strategy. Strategic
Management – the strategic position – strategic choices –
strategy into action.
2 Understanding Strategy Development Process in organizations, Intended &

Strategy Development Emergent Strategies, Strategic planning systems –logical
incrementalism – the learning organization, multiple processes
of strategy development. Strategic leadership, Strategic drift –
strategic management in uncertain conditions.
3 The Strategic Position The environment – the Macro environment – the PESTEL
framework – structural drivers of change – differential impact of
7
environmental influences – scenario building. Industries and
sectors – sources of competition – the five forces framework –
the dynamics of competition – strategic groups. Organizational
fields. Markets – market segments, Critical success factors.
Opportunities and threats – strategic gaps – SWOT.
4 Strategic Capability The strategic importance of resources – available resources –

threshold resources – unique resources, resources &
competencies, capabilities, characteristics of capabilities, value
chain and value activity network, activity maps.
5 Communicating Mission Statements – objectives, strategic leadership –

organizational corporate values
purposes
6 Corporate level & : Identifying SBUs, the corporate portfolio growth share matrix –
International Strategy BCG, GE, The portfolio manager & synergy manager, Product –
market diversity-related and unrelated diversification,
international diversification and strategy. Product –market
diversity-related and unrelated diversification, international
diversification and strategy
Session plan
Session Topic Case Title, Source and page/case reference Reading

No Material
1 Introduction to What is strategy? By Michael E porter. (HBS Chapter 1
Business Strategy article) (Text Book)
2 Ice-Filli (HBS 705441)
Boston Teacher Residency: Developing a strategy
3 for long term impact. (HBS 309043).
4-5 Understanding a)GE's Two-Decade Transformation: Jack Welch's Chapter 11
Strategy Leadership (HBS-9399150) (Text Book)
Development b) GE’s growth strategy: The immelt initiative
(HBS-9306087); Bill Gates and Steve Jobs
(HBS-9407028).
6 The Strategic The five competitive forces that shape strategy- Chapter 2
Position By Michael E porter. (HBS article) (Text Book)
7-8 a) Cola wars: Going global (HBS-9709451);
b) Cola wars continue: Coke and Pepsi in
2010 (HBS-711462).
9-10 b) Delta Airlines (A)-The low cost carrier
threat. (HBS-9704403); Delta Airlines
(B.(HBS-9704439)
11 c) Teva Pharmaceutical Industries. (HBS-
707441)
12 d) Global Wine War 2009: New World
versus Old. (HBS 910405).
8
13 Strategic TCS: The MCA 21 Project.(HBS-9609024) Chapter 3
14 Capability HNA Group: A miracle in Civil Aviation.(HBS- (Text Book)
9705426)
15 Altech…Naturally. (HBS-9508033).
16-17 Communicating Corporate Values & Mission Statements. Chapter 4
organizational (Text Book)
purposes Atlantis Paradise Island Resort casino: Improving
18-20 performance with a new vision and Mission (HBS-
9810140).
21-22 Corporate level & Google Inc. (HBS-910036)

International
Strategy Apollo Hospitals: First world Healthcare at
23-24 Emerging-Market prices.(HBS-9706440);
China Construction America (A): The Road

Ahead.(HBS-911408)
25-26
China Construction America (B): The Baha Mar
Resort Deal.(HBS-911411)
27-28
House of Tata: Acquiring a Global footprint (HBS
9708446)
29-30
Arcor: Global Strategy And local turbulence
(HBS-710407).
31-32
33 Wrap up session
Evaluation Plan
# Component Weightage
1 Class Participation 40%
2 End Term Exam 30%
3 Group presentation 20%
4 Individual assignment 10%
Total 100%
9
B2B Marketing
Program: MBA Course Code: SL MM 603
Class of : 2013 Sessions: 33
Semester: III Credits 3
Course Objective:
The course highlights the similarities between consumer goods and business to business marketing and
explores in depth point of departure, particular attention is given to organizational buying behavior,
market analysis, customer relationship management, supply chain management and ensuing
adjustments required in marketing strategy elements used to reach organizational customers. The
course presents a managerial rather than descriptive treatment of business marketing.
Text Book

Business Marketing(3rd Edition) F.Robert Dwyer, John F. Tanner
Tata McGraw Hill Edition 2008
Reference Books

1.Industrial Marketing (2nd Robert R. Reeder, Edward G. Briety, Betty H. Reeder. PHI
Edition) Learning Private Limited
2. Business Marketing Michael D. Hutt, Thomas W. Spech 9 Edition, Cengage Learning
3. Industrial Marketing (2nd Krishna K. Havaldar

Edition) Tata McGraw Hill Publishing
Detailed Syllabus
S No Topic Description
1 Introduction to Different types of Business markets and the
Business Marketing demand of business products and services. The
importance of business markets and the various
relationships and coordination
2 The Character of Relationship Developmental process and
Business Marketing effectiveness of price for coordinating business
transactions to create value.
3 The Purchasing Effective purchasing and materials management
Function and various processes used to evaluate vendors
and their offerings. The significance of
purchasing philosophy and the various trends in
purchasing.
10
4 Organizational Buying Prominent Theories of Organizational buying
Behavior behavior and the impact of risk. The sales
strategies employed in organizational buying
and the customer relationships.
5 Market Opportunities: Customer research and segmenting business
Current and Potential markets on various criteria and the evaluation of
Customers the potential of these segments.
6 Marketing Strategy Key elements of a business strategy and nature
of competitive advantage.
7 Weaving Marketing Importance of Internal partnerships and the
into the Fabric of the partnering process within an organization.
Firm
8 Developing and Product Life Cycle Approach and the various
Managing Products: stages of the product development process.
What do customers
want?
9 Business Partnership The various functions of a marketing channel,
Channels: Partnership the role of the intermediaries and the
for Customer Service Importance of managing channel relationships
and coordinating channel activities.
10 Creating Customer Understanding the process of customer
Dialogue relationship management.
11 Communicating via Various types of Advertising used by
Advertising, Trade organizations and setting up an ideal marketing
Shows and PR. mix of sound public relations and trade show
strategy.
12 The One-to-One Media Essence of the various one-to-one media, their
appeal and the synergies obtained by combining
them in marketing communication programs.
13 Sales and Sales Role played by the sales’ strategic
Management communication, various organizational
structures used to manages sales and sales force
performance evaluation.
14 Pricing and Negotiating Designing frameworks for pricing decisions, key
for Value activities in pricing decision, role of inventory
control and the various financial rudiments of
pricing.
15 Evaluating Marketing Importance of Information and Control Systems
Efforts and the various tools of control used in
organizations.
16 Customer Retention Managing customer relationships and customer
and Maximization retention.
11
Session Plan
Case Title, Source and Reading Material
page/case reference-
Sessions
HBS cases /
Topic PID- product Id No.
Ch.1,2 and 9.
Ring Medical HBR article discussion
Introduction to business “Blurring the lines, why
(1), (2) marketing PID-589046 it is time to rethink
marketing by Yoram
YOP:1983 Wind
PID: POT068
(3),(4) Free Markets online

Purchasing Function PID: 598109 Ch 3
YOP: 1998
Emotiv Systems Inc: Its Thought

Market Opportunities that Count
and developing and
(5),(6) Ch. 5,8
managing products PID: 510050
YOP: 2009
Ch.5 and HBR article
Color Kinetics discussion “Segmenting
customers in mature
Market Opportunities
7 PID: 501077 industrial markets: an
application” by V.
YOP: 2001 Kasturi Rangan PID:
9594089
Organizational buying Siebel systems Anatomy of sale
behavior sales and Sales (A,B,C) PID: 503021, 503022,
(8),(9) Ch.4,13
management 503023
YOP:2000
HBR article discussion

Organizational Buying
“Industrial buying
(10),(11) Behavior -
behavior” by Raymond
Corey PID: 9582117
12
Developing and Loctite Corporation
(12),(13) Managing Products PID: 9581006 Ch. 8
YIP: 1980
Purchasing Function
Character of Business Bose Corporation : The JIT
Marketing Program(A)
(14),(15) Ch. 2,3,7
Wearing Marketing into PID: 694001
Fabric of the firm YOP: 1991
Developing and Precise Software Solutions

(16),(17) Managing Products PID: 503064 Ch. 8
YOP: 1999
Developing and Signode Industries Inc.

(18),(19) Managing Products PID: 586059 Ch.8,14
YOP: 1982-84
Business Marketing Atlas Copco A,B.C

(20),(21) Channels PID: 588004, 588020,588021 Ch. 9
YOP: 1986
Business Marketing Centra Software

(22),(23) Channels PID: 9502099 Ch. 9
YOP:2002
Business Marketing
Channels HP Imaging Systems
(24),(25) Sales and Sales PID: 593080 Ch 9,13
Management YOP: 1994
Atlantic Computer
Pricing
(26),(27) PID: 2078 Ch. 14
YOP: 2007
13
Cumberland Metal Industries
Pricing
(28),(29) PID: 581004 Ch.11,14,19
YOP: 1985
Communication
Sales Management
Rohn Haas: New Product
Business Channels
Marketing Strategy
(30),(31) Marketing Strategy Ch. 15,11,9,6
PID:9587005
Evaluating Marketing
YOP:1993
Efforts
Reverse Auctions HBR article discussion “Reverse

31,32,33 Auctions Industrial Marketing”
by Larry R. Semltzer
Evaluation Plan
CP Component 50
NCP Components 20
End Semester Exam 30
Total 100
14
Integrated Marketing Communications
Course Objectives
To enable students build a sound theoretical and practical understanding of Integrated
Marketing Communication and its relevance in the current context.
To enable students to create a fully Integrated Marketing Communications plan for a specified
product or service offering.
To enable students to grasp the importance of consumer behavior and objective target audience
selection for effective communication strategies.
Develop the ability to write effective creative and media briefs for communications campaigns.
Learn to assess suitability of elements of the marketing communications mix for specified
objectives.
Build ability to analyze Marketing Communication Material wrt. past, current and future
communication efforts.
To build an appreciation for the new age media such as the mobile, web 1.0 and web 2.0
Critically evaluate strategic communication options and the implications of their
implementation.
Draw on academic articles and cases for better understanding of issues.
Text Book

Advertising and Promotion George Belch, Michael Belch and Keyoor Purani, 7th Edition, Tata
McGraw-Hill Publication Co.
Reference Books
Book Title Author, Publication, Edition

Principles of Advertising and IMC Tom Duncan, 2nd Edition, Tata McGrawhill
Integrated Advertising, Promotion, and Kenneth E. Clow and Donald Black, 2nd Edition, Prentice Hall
Marketing Communication India
Advertising Management Rajiv Batra, John G Myers and David Aaker, Pearson
Education, 2002
Marketing Communications: An P.R. Smith and Jonathan Taylor, 4th Edition, Kogan Page,
Integrated Approach 2005
15
Detailed Syllabus
S No Topic Description of topic

Role of Integrated What is integrated marketing communication?
Marketing Communication What communication tools are used by marketers to
in Marketing, the communicate?
Promotional Mix Why its role and importance in the marketing process?
Situation Analysis.
The process of Segmenting, targeting and positioning
for developing right communication strategy.
Role of Ad Agency Duties performed by the ad agency.
Various departments and its functions, managerial
levels in ad agency.
Support services and other special communication
agency.
Types of compensation to ad agency.
Communication Process Basic model of communication
Role of source, message and channel factors in the
communication process.
Budgeting Setting budgets on the basis of communication
objectives
Different ways of communication budgeting
Creative Strategy Role of creativity in advertising strategy
The creative process
Different advertising appeals and its role in creative
strategy
Creative tactics for different communication channels
Media Strategy Deciding right choice of media based on target market
and creative strategy
Brand and Category Development index and its role in
Media Strategy
Types of Media Scheduling
Setting media budget
Mix Functions Role, Strategy and Evaluation of Broadcast Media
Role, Strategy and Evaluation of Print Media
Role, Strategy and Evaluation of other support media
Role, Strategy and Evaluation of Direct Marketing
Role, Strategy and Evaluation of Internet Media
Role, Strategy and Evaluation of Sales Promotion
Role, Strategy and Evaluation of Public Relations and
Publicity and Personal Selling
Control Measuring effectiveness of various advertising and
promotional programs
Methods of measuring effectiveness
Deciding on when and how to take corrective steps
International Advertising Challenges involved in advertising brands across the
and Promotion globe
16
Role of culture in advertising
Global Vs. Local advertising strategy
Regulations and Ethics in Role of regulation bodies like FTC, FRA
Advertising Deceptive advertising and its legal implications
Advertising and its impact on culture
Ethical advertising and considering its impact on
society, culture and children.
Session Plan
S.No. Session Case
Topic Readings
1 1-2 1. Cunard Line Ltd: Managing

Situation Analysis,
Integrated Marketing
Communication
Communications {HBS,1994: 9-
Functions & Integration Chapter Reading: 1, 2
594-046}
3-4 2. Kingsford Charcoal and 4
Segmenting, Targeting
& Positioning - {HBS,2006: 9-506-020}
Branding
2 5 3. Amelia Rogers at Tassani
Agency Functions Communications {HBS, 1995: 9- Chapter 3
492-034}
3 6-7 Role Plays, Advertisement,
Communication Creative Writing etc Chapter 5
Process, Source Factors
4 8-9 4. Metabical: Positioning and Urbany, Joel E and

Communication Strategy for new Davis, James H.
Objective setting based Weight Loss Drug {HBP Brief Case, “Strategic Insightsin
on AIDA model, 2010: 4240} three circles).”
Hierarchy of Effects Harvard Business
framework and Review,
DAGMAR
Chapter 6 and
Chapter 7
5 10-11 5. Reliance Baking Soda:

Optimizing Promotional Spending Chapter 7 (Pgs. 275 –
Budgeting
{HBP Brief Case, 2009: 4127} 304)
6 12-13 6. Suave (C) {HBS, 1994: 9-585-

Media Strategy 019} Chapter 10
17
7 13-14 7. PSI India: Will Balbir Pasha
Help Fight Aids (A) and (B) {HBS,
Communication 2007: 9-507- 032}
Chapter 6, 8 and9
Strategy 15-16 8. Mountain Dew: Selecting
New Creative {HBS, 2001: 9-502-
040}
8 17-18 9. Inside Intel Inside {HBS,
2005: 9-502-083}
19-20 10. Bank of America Sports

Sponsorship {HBS, 2009: 9901-
Mix Functions 406} Chapters 11 - 18
21-22 11. Hasbro Games – POX (A) and
(B) {HBS, 2005: 9-505-046}
23-24 14. Online Marketing at Big

Skinny {HBS, 20011: N9-911-033}
9 25 12. Chevron Corporation:
Corporate Image Advertising {HBS,
Control and 1993: 9-591-005}
Chapter 19
Measurement 26 13. MedNet.Com Confronts
“Click Through” Competition {HBP
Brief Case, 2007: 2066}
10 27-28 15. Hienken N.V: Global Branding
International and Advertising {HBS, 1998: 9-596- Chapter 20
Communication 015}
11 Advertising Regulations, 29-31 Ad show-real, newspaper
Social and Ethical clippings, class activity Chapter 21 & 22
aspects of advertising
Evaluation Plan
Components Weightage %
1 Class participation (Individual) 35 Marks
2 NCP (Mini Projects / Exercises/ Written Case Analysis/Test) 20 Marks
4 Final project (Group) 15 Marks
5 End Term (Individual) 30 Marks
Total 100 Marks
18
Marketing Research
Program: M.B.A Course Code: SL MM 601
Course Objective
Explores the role of marketing research in marketing management and demonstrate what marketing
research can do for marketing decision-making. The course will develop the skills necessary to do
independent marketing research (Problem Identification, Research Design, Data collection, Data
analysis, and communicating research results). To do hands-on tasks to perfect their understanding of
methods for collecting, analyzing, and summarizing data pertinent to solving marketing problems.
Text Book

Marketing Research Naresh K. Malhotra and Satyabhusan Dash, Pearson
Education, 6th Edition
Reference Books

Marketing Research : Concepts & Cases Rajendra Nargundkar, Tata Mcgraw Hill Education Private
Limited
Marketing Research : A South Asian G.A. Churchill Jr., D. Iacobucci, D. Israel, Cengage
Perspective Learning, 2009
Detailed Syllabus

1 Introduction to Role of marketing research
marketing research Process of marketing research
and problem definition Problem Formulation
2 Research Design Types of research Designs
Exploratory research, Descriptive and Causal research
3 Data Collection Secondary and Primary data
Methods and Collecting Primary Data
Instruments Communication Methods – questionnaire
Designing the questionnaire
Designing the observation form
Designing the discussion guide for qualitative studies
19
Measurements and Scales
Comparative and Non Comparative Scaling Techniques
4 Sampling & Data Sampling basics, Probability and Non Probability Sampling
collection Sample Size determination
Non sampling errors
Response Rate its calculation and improvement
Preparing data for analysis - Editing, Coding, handling
missing values
Introduction to analysis packages (SPSS/SAS)
5 Qualitative Research Group Interview, Focus Group Discussion
Methods Content Analysis
Projective Techniques
6 Multivariate analysis Multiple Linear Regression
Techniques Three group Discriminant analysis
Multinomial Logistic Regression
Factor analysis
7 Marketing Engineering Customer Value Assessment and Valuing Customers:
Learning to Calculate Customer Lifetime Value
Segmentation, and Targeting using Factor Analysis,
Regression and Cluster Analysis
Positioning using Perceptual Map
New Product Design using Conjoint Analysis
Product Forecasting using Bass Model & Assessor
Resource Analysis
Session plan
Simulations
/workshops
Sessions Topic Details Exercises
Case Title / Source Readings / Source
No /Role plays
/Teaching
Note /source
Role of marketing research, TrueEarth Healthy Foods:
The Market
Process of marketing Market Research for a
Research
1 research and New Product Malhotra Ch. 1,2,3
Encyclopedia
Introduction (HBS Brief
(EBSCO)
Problem Formulation Case no 4065)
Marvel Enterprises Inc.
2 Research Design (Abridged) (HBS Case no. Malhotra Ch. 4
N9-511-097)
Harvard Graduate
Data Collection Methods Student Housing Society Malhotra, Ch. 7, 8,
3
and Instruments (HBS Case no 9, 10.
9-505-059)
20
Sampling Procedures,
Store 24(A): Managing
Sampling Size
Employee Retention Malhotra, Ch. 11,
4 Determination, Field
(HBS Case no 12, 13
procedures and Non
9-602-096)
sampling Errors
Qualitative Research Exercise/Acti
5 Exercise/Faculty Faculty Notes
Techniques I vity
Store 24(A): Managing
6-8 Multiple Regression Employee Retention Malhotra, Ch. 18
(HBS Case no 9-602-096)
Case 3.3 Kimberly –Clark:
Competing Through
9-10 Discriminant Analysis Malhotra, Ch. 19
Innovation (Naresh
Malhotra pp. 798-804)
Marketing Dilemma for
11-12 Factor Analysis Elan Jeans Brand (CDC Malhotra , Ch. 20
Case)
Product Convergence
13-14 Logistic Regression and Customer Segments Malhotra, Ch. 21
(CDC Case)
Customer Value
Assessment and Valuing Simulation
16-17 Customers: Learning to Malhotra, Ch. 22 (using ME
Calculate Customer Excel)
Lifetime Value
Segmentation, and
Simulation
Targeting using Factor
18-19 Malhotra, Ch. 22 (using ME
Analysis, Regression and
Excel)
Cluster Analysis
Simulation
Positioning using
21-23 Malhotra Ch. 23 (using ME
Perceptual Map
Excel)
MSA: The Software
Simulation
New Product Design using Company – Planning the
24-26 Malhotra, Ch. 24 (using ME
Conjoint Analysis AMAPS Product Line
Excel)
(HBS Case no. 9-590-069)
Simulation
Product Forcasting using
27-29 Malhotra, Ch 25 (using ME
Bass Model & Assessor
Excel)
Simulation
31-33 Resource Analysis Malhotra, Ch 26 (using ME
Excel)
21
Evaluation Plan
S No Component Weightage
1 Class Participation 30
2 Projects 20
3 Mid Term Test 10
4 WAC1 + WAC 2 10
5 End Term 30
22
Product Management
Course Objectives
To equip students with advanced concepts and practices of modern product management and
provide a basis for understanding different product related issues in marketing starting from
new product development to product deletion strategies
To understand branding & packaging issues and develop an overall idea about managing
products and services effectively.
To provide a platform for a holistic view of the product management function, with an objective
of creating value and building customer satisfaction.
The course also aims at enriching the students about product portfolio with an objective of
building interdisciplinary approach to understanding marketing function.
Text Book

Product Management Donald R Lehmann and Russel S Winer, TMH Edition, 2010
Reprint
Reference Books

1. New Products Management C. Merle Crawford & C. Anthony Di Benedetto, Mc Graw Hill
2. Product Strategy and Micheal Baker and Susan Hart, Pearson, 2nd Edition
Management
3. The Product Manager’s Linda Gorchels, TMH, 2012

Hand Book
23
Detailed Syllabus
1 Kinds of Marketing Product focused, market focused and functionally focused

Organizations organizations and their relevance
2 Interfaces, roles and Various interfaces of product manager within and beyond
responsibilities of organization, emphasizing product management as an
Product Manager interdisciplinary function
3 Marketing Planning Definition, 0bjectives, components of marketing plan, steps in

Process marketing planning process
4 Defining Competitive Various levels of competition, various empirical and non-

set empirical methods for determining competition
5 Category Porter’s five forces, aggregate market factors, SLEPT factors

Attractiveness Analysis
6 Competitor Analysis Various methods to assess competitor’s current objectives and

strategies. Sources of identifying information about competitors,
competitors’ differential advantage analysis
7 Customer Analysis Customer segmentation: criteria and methods, sources of

customer value, customer purchase and usage patterns. Models
to determine customer value
8 Market Potential and Various methods to determine market potential and sales
Sales Forecasting volume / value
9 Developing Product Product positioning, brand equity, managing product over

Strategy product life cycle
10 New Products Line extensions, brand extensions. Steps, ideas for new product
development
11 Product decisions Pricing, advertising, promotion decisions, channel management

marketing.
24
Session Plan
Session Case title / Source Reading Material / Chapter(s)

Topics
No. HBS case PID –Product ID no mapped from prescribed text
Kinds of marketing
organizations and Bausch & Lomb: Regional
1 Ch.1
their relevance in Organization, PID:9-594-056
different contexts
Interfaces of a Product
Manager, Journal of Marketing,
Interfaces, roles and 1969, Vol 33, pp. 33 -36.
2 responsibilities of Research Papers(2)
Product manager The Changing role of Product
Manager, Journal of Marketing,
1975, Vol 39, pp. 3 -11.
Marketing planning
Gillette Personal Care Division:
process and control,
3,4 Marketing Planning and Ch. 2
defining competitive
Control, PID: 9-587-099
set
Category
net. Genesis, Inc
5,6 attractiveness, Ch. 3, 5
PID: 9-500-009
customer analysis
Defining competitive Robert Mondavi and Wine
7,8 set, competitors' industry PID: 9-302- Ch. 4, 5
analysis 102
Customer analysis,
developing product BioPure Corporation
9,10 Ch. 6,8,10
strategy, product PID: 9-598-150
pricing decisions
Forecasting the adoption of
11, 12 Sales Forecasting new product Ch. 7
PID: 9-505-062
Product pricing and
Metabical pricing, packaging
packaging decisions,
and demand forecasting for a
13,14 market potential Ch. 7, 10
New Weight Loss Drug
assessment and sales
PID: 4183
forecasting
25
Product Strategy:
Clean Edge Razor: Splitting
product positioning
15, 16 hairs in Product Positioning Ch. 8
and Product life cycle
PID: 4249
concerns
New product
development, BioCon: Launching a new
17,
product channel and cancer drug in India Ch. 9, 10, 13
18,19
communication PID: 9-508-026
decisions
Charles Schwab & Co. Inc: The
Product promotion “Talk to Chuck” Advertising
20,21 Ch. 11
decisions Campaign
PID: 9-507-005
Marketing
Heineken.N.V.: Global
communication and
22,23 Branding and Advertising Ch. 8,11
brand building
PID: 9-596-015
process
Evaluating
Culinarian Cookware:
opportunities and
24,25 Pondering Price Promotion Ch. 12
risks of price
PID: 4057
promotion
Managing channels:
Channel conflict, Good Year: The Aquatred
26,27 challenges in Launch PID: 9-500- Ch. 13
maintaining multiple 039
channels
Marketing Metrics: Giant Consumer Products: The
Financial metrics, Sales Promotion Resource
28, 29 Ch. 15, 16
Marketing mix Allocation Decision
metrics PID: 4131
Rosewood Hotels and
Marketing Metrics: Resorts : Branding to increase
30,31 Customer based profitability and Life time Ch. 14, 16
metrics Value
PID: 2087
last sessions reserved for discussing contemporary developments in product
32,33
management
26
Evaluation Plan
Sl. No. Component Weightage

CP Components
1 First Evaluation (after 11th session) 10
2 Second Evaluation (after 22nd session) 15
3 Third Evaluation (after 33rd session) 15
NCP Components
4 Project 30
5 End Semester 30
Total 100
27
Sales & Distribution Management
Program MBA Course Code: SL MM 606
Class of 2011-13 Credits: 3
Semester III Session: 33
Course Objective: To enable students understand the varied dimensions of Sales & Distribution
Management in the context of a dynamic and evolving market environment. At the end of the course
the student should be in a position to understand, analyze and interpret different dimensions of sales
and distribution management and should be confident of facing a tough and challenging external
environment independent of the industry he /she joins after the MBA program.
Text Book

Management of Sales Force Spiro,Stanton, Rich –11th edition Tata McGraw Hill
Coughlan, Anderson, Arin, Stern and Ansary, 7th Edition, Prentice
Marketing Channels
Hall of India
Reference Books

Selling & Sales Management David Jobber, Geoff Lancaster, Prentice Hall, 8th Edition
Detailed Syllabus
Sl No. Topic Topic description / objective
Sales Management
Introduce the topic of selling and sales management to the

1. Introduction to sales
students
To introduce the students to the role and importance of a
2. Role of the sales person
sales person to the organization
3. Selling skills To impart basic selling skills to students ( 7 steps of selling)
Recruiting and Selection of
4. To highlight the process of recruitment and selection
Sales force
5. Sales Training Programs To highlight the importance of training sales force
Motivating sales force To discuss the different methods and formats of
6.
through incentives and incentivizing the sales force and help students plan for
28
rewards programs in different contexts
Understanding the Sales To understand different types of sales structures – the
7.
Organization advantages and disadvantages
Setting sales quotas and To understand different types of quotas and ways and
8.
forecasting methods of implementing quotas
To discuss ways and means of having a control on sales force
Controlling the sales effort
9. in an organization. The benefits of having controls and
and control
optimizing resources
10. Sales Territory Management Methods of dividing the market into territories
Distribution Management
Introduction to distribution
11. To understand the basics of distribution management
Management
To understand the types of channels, key issues in
12. Selection of channels
distribution strategy
To understand the factors affecting channel member
13. Motivating channel partners
performance and ways of motivating them
14. Logistics Management Functional areas of logistics
To understand the different facets of wholesaling and
15. Wholesaling and Retailing
retailing
Physical Transportation and To understand the impact of different players in the supply
16.
Warehousing chain and logistics process
Session plan
Session Topic Case Title, Source HBS Reading Material

No code and page/case
reference
Sales Management
1 Introduction to sales Discussion of different Chapter 6, Text book 1

sales roles during (page 170)
Summer internship
(9) – 507-039 Dec 2006

2 Role of the sales person The Effective Sales Chapter 6, Text book 1
Executive (page 170)
3 Selling skills Rosewood Hotels and Chapter 1 and 6 from
Resorts, HBS Case / Text book 1 (page 1 and
Demo on Personal page 170)
Selling
2087 June 2007
29
4/5 Recruiting and Selection of Sales Force Integration Page 288 (Text book 1)
Sales force at Fed Ex (A), HBS Case
(9) – 506-029
6 Sales Training Programs Digital Think : Building a Page 366 (Text book 1)
Sales Force, HBS Case
(9) - 898 – 193 June
1999
7/8 Motivating sales force through Digital Think : Building a Page 366 (Text book 1)
incentives and rewards Sales Force, HBS Case
9 /10 Understanding the Sales DBK : The Power of Page 411, page 205 (Text
Organization Direct Sales, HBS Case book 1)
4284 April 2011
11 / 12 Setting sales quotas and Digital Think : Building a Page 366 (Text book 1)
forecasting Sales Force, HBS Case –
revisit
13 / 14 Controlling the sales effort and S1 Corporation, Page 411, page 426 (Text
control HBS Case book 1)
(9) – 597 – 044 July 1999
15/16 Sales Territory Management Class Group Exercise Page 426, page 525 (Text
book 1)
Distribution Management
16/17 Introduction to distribution Polaroid Corporation – Page 1, page 29 (Ansary

Management, functions of European Distribution et al)
chanels System, HBS Case
(9) – 695 – 038 July 1995

18 - 20 Selection of channels Rama Plastics, IBS Case Page 43, page 77 (Ansary
et al)
CLSDM / 048
21 - 22 Motivating channel partners Natureview Farm, HBS Page 109 (Ansary et al)
Case
2073 June 2007

23 - 24 Logistics Management Nokia Page 503 (Ansary et al)
Telecommunications :
Redesign of
International Logistics
(9) – 996 – 006 Sept
1995
25 - 26 Wholesaling and Retailing Stonewall Kitchen – HBS Page 389, 436, 475
Case (Ansary)
(9) – 805 – 006 April
2006
30
27 - 28 Physical Transportation and Hariyali Kisan Bazar HBS Page 503 (Ansary)
Warehousing Case
(9) – 508 – 012 April
2008
29 - 31 Root Beer Game – HBS Supply HBS Simulations Lab activity
Chain Online Group based
game
32 - 33 Project presentations Group work and Class presentations
presentations
Evaluation Plan
1. Class Participation 40
2. Group project 10
3. Interim Quiz 5
4. Root Beer Game 15
5. End Examination 30
Total 100 marks
31
Services Marketing
Course Objective
To provide an in-depth appreciation and understanding of the unique challenges inherent in
managing and delivering quality services. Participants will be introduced to and have the
opportunity to work with tools and strategies that address these challenges.
To develop an understanding of the ‘state of the art’ service management thinking.
To promote a customer service-oriented mindset.
Text Book
Services Marketing: Integrating Valarie Zeithmahl, Mary Jo Bitner, Dwayne D. Gremler and Ajay
Customer Focus across the Firm Pandit, Fifth Edition, 2011, Tata McGraw Hills
Reference Books
Services Marketing – People, Christopher Lovelock, Jochen Wirtz, Jayanta Chatterjee. Sixth
Technology, Strategy edition, 2010, Pearson
Marketing Services: Competing Leonard L. Berry and A. Parasuraman
through Quality
Detailed Syllabus
1 Introduction to Definition- Characteristics – Classification – Challenges in the

Services Marketing Present Marketing Environment
2 Services Marketing Understanding the extended marketing mix, the 7 P’s (Product,
Mix Price, Place, Promotion, People, Process & Physical Evidence) -
Developing service concepts (core and supplementary)
32
3 Service Quality And Integrating service quality and productivity strategies- Gaps
Measurement Model – Measuring and improving quality – SERVQUAL -
Improving service productivity
4 Evaluating Success of Customer-firm relationship- Service recovery – Role of CRM-

Service Offering Wheel of loyalty
5 Understanding the Consumer behavior – Consumer decision making processes -

Customer Customer expectations and perceptions of services – Customer
evaluation of service
6 Strategies for Services Market segmentation for focused strategies - Search for
Marketing – competitive advantage- Service attributes and levels- Positioning
Positioning & to distinguish a brand
Differentiation
7 Service Development New service development process – Basic service to potential

Design & Standards: service – customer defined service standards
8 Delivering Services Service process redesign - Blue Printing- Role of employees and
customers in service delivery - Service leadership and culture-
Role of intermediaries in distribution of services - Delivering
services in cyberspace - Purpose and dimensions of physical
evidence - Customer response to physical environments
of online products.
9 Managing Service Educating customers and promoting value proposition –

Promise Communications mix – Challenges and opportunities in
communicating services
10 Demand & Capacity Yield management – Pricing strategies - Revenue management
11 Competitors Strategies Competitor strategies- Organizing for change management and

service leadership
33
Session plan
Session Case Title, Source and Page/Case Reading material (Text

Topic
No. Reference Book chapter reference)
Introduction to Services
Chapter 1
1 Marketing Class Discussion: on the article: Four
Things a service business get right.
Link:
http://www.wealthcounselforums.co
m/uploaded_files/speaker_bio/43/Fo
urThingsServiceOrganizations.pdf
Class Exercise: Students will be asked

Service Quality to identify indicators to measure
2 Dimensions and Gap service quality Gaps and Service 2,5
Quality dimensions
Services Marketing Mix Case Discussion: Starbucks: Delivering

& Customer Evaluation Customer Service
of Services Product Code: HBS 504016-PDF-ENG;
3,4 Publication Year: 2006 1,3,4,5
Industry: Retail (Non Alcoholic
Beverages)
Service Design and Case Discussion: Bank of America (A)

Service Standards Product Code: HBS 603022-PDF-ENG
Publication Year: 2002
5 9,10
Industry: Banking
Class Exercise: The students will be

Service Process Design asked to develop a service blueprint
6,7 9,10,11
keeping in mind customer centric
standards
Service Environment: Case Discussion: Four Seasons: "53
Service Scape & Properties, 24 Countries, 1
Employee Philosophy"
8,9 10,11,12
Management in Product Code: HBS 803069-PDF-ENG;
Services Publication Year: 2003
Industry: Hospitality (Hotels)
Service Scape Student Activity: Students will be
asked to do a comparative analysis of
10 servicescape of any two service 10
providers
34
Customer Management Case Discussion: Zip Car: Influencing
in Services: Managing Consumer Behaviour
11,12 Customer promise Product Code: HBS 605054-PDF-ENG; 13
Industry: Car Rental
Service (Distribution) Case Discussion: Dell Computers (A):
Outsourcing in B2B Field Service For corporate clients
context Product Code: HBS 603067-PDF-ENG
13,14 1, 14
Industry: Low end server related
services
Service Delivery Case Discussion: Alaska Airlines: For
through Electronic the same price, you get more…
15 Channels Product Code: HBS 800004-PDF-ENG 13, 14
Industry: Airlines
Role of Intermediaries Case Discussion: Distribution at
in Service Distribution American Airlines
Product Code: HBS 909035-PDF-ENG
16 13, 14
Industry: Airlines
Role of Retailers in Case Discussion: Haryali Kisaan

distribution of Bazaaar: A Rural Business Initiative
Agricultural Products Product Code: HBS 508012-PDF-ENG
17 13, 14
(An Indian Perspective Publication Year: 2008
Industry: Retail Services
Service Encounter Video Session: Types of Service

Encounters
18 9,7,
(by Ron Kaufman)
Service Failure and Video Session: Towering Inferno

Recovery Movie
Class Exercise: Sources of service
19,20 8
failures and recovery strategies which
can be used by a service provider
Marketing Case Discussion: Museum of Fine Arts

Communication Mix in Boston/Fleet Financial Group
Services Sponsorship of Monet in the 20th
Century
21 Product Code: HBS 502059-PDF-ENG; 16
Industry: Arts &Entertainment.
35
Role of Branding and Case Discussion: Hilton Hotels: Brand
Positioning of Services Differentiation Through Customer
and Competitive Relationship management
Strategies Product Code: HBS 9809029 - -PDF-
22,23 16,18
ENG
Industry: Hospitality
Role of Advertising in Class Exercise: Students will be

Services exposed to various ads by services
24 providers and then will be asked to 16
analyse its impact on service
evaluation
Pricing and Revenue Case Discussion: Virgin Mobile: Pricing
Management for the very first time
25,26 In Services Product Code: HBS 504028-PDF-ENG 17
Industry: Telecommunication
Demand and Capacity Case Discussion: Shouldice Hospital
Management in Ltd.
27-28 Services Product Code: HBS 683068-PDF-ENG; 9, 15
Industry: Health Care
Customer Relationship Case Discussion: Calvetta Dining
management in Services, Inc.A recipe for growth
29 Services Product Code: HBS 800251-PDF-ENG; 7,18
Industry: Hospitality (Dining)
30 Customer Centric Case Discussion: Best Buy Inc: 18
Strategy in services Customer Centricity
Industry: Retail
30 Managing Online (C2C) Case Discussion: E Bay: The Customer 5
services Marketplace
Industry: Online Retail (Auction)
Yield Management in Simulation Exercise

31-33 Services 15, 17
36
Evaluation Plan:
1 Class Participation (10,15 and 15 marks at the end of 10th, 15th and 40%
33rd session respectively)
2 Written Case Assignments 10%
3 Term Project 20%
4 End Semester Examination 30%
37
Customer Relationship Management

Course Objective
To obtain a holistic view of the different aspects of CRM
To appreciate and understand new developments in this rapidly changing area of study.
Text Book
BOOKS AUTHOR / PUBLICATION
Customer Relationship Management Ed Peelen – Pearson Publication
Reference Books
Book Author / Publication
1.Customer Relationship 1. Buttle, Francis (Butterworth-Heinemann) 2nd
Management – concepts & edition
technologies
2.Customer relationship 2.Sheth, Jagdish N., Parvatiyar, Atul and Shainesh,
Management – emerging concepts, G (Tata McGraw Hill)
tools, applications
3. Customer Relationship 3. Shainesh, G and Sheth, Jagdish
Management – a strategic N. (Macmillan)
perspective
Detailed Syllabus
1 Introduction Definition of CRM, CRM as a business strategy, elements of

CRM, CRM processes and systems.
38
2 Strategy and History of CRM, Dynamics of Customer Supplier Relationships,
Organization of CRM Nature and context of CRM strategy, The relationship oriented
organization.
3 Marketing Aspects of Customer knowledge, privacy issues, communications and

CRM multi-channels in CRM, the individualized customer
proposition, Relationship policy.
4 Analytical CRM Relationship data management, Data analysis and data mining,
Segmentation and selection, Retention and cross-sell analysis,
Effects of marketing activities, Reporting results.
5 Operational CRM Call centre management, Internet and website, Direct mail
6 Collaborative CRM
7 CRM Subsystems Contact Management, Campaign Management, Sales Force

Automation
8 Choosing CRM Tools / Short-listing prospective CRM vendors, setting evaluation

Software Package criteria for the appropriate CRM package, selection CRM
implementation.
9 CRM systems and CRM systems, Implementation of CRM systems

Implementation
10 Applications in various Applications in manufacturing, banking hospitality and

industries telecom sectors
11 Ethical Issues in CRM
39
Session plan
Session Topic Case/ article title along Reading material

No. with ref no.
1 Introduction
2 Elements of CRM Cases at the end of Peelen Ed Peelen, Ch.1

chapters 1 and 2 - KLM &
1. After the sale is over -
Logistics Theodore Levitt (HBR,
Sep – Oct 1983)
3 Relationship Marketing Harrah’s CRM Strategy: Ed Peelen, Ch.21.

and history of CRM CRM case book Relationship marketing
and history of CRM: its
(ICMR case- 2005) roots & direction – Moler
& Halinen(2000): Journal
of Marketing
Management
4 CRM as a process and a Case at the end of Peelen Ed Peelen, Ch. 3

Business Strategy chapter 3- Orange Line
5 CRM as a process and a Bancaja – developing

Business Strategy customer intelligence(A) –
HBS 9-107-055
6 CRM Frameworks Canyon Ranch Ed Peelen, Ch.4

HBS 9-805-027
1) MIT Sloan
Management
Review (Fall 2006) –
“Aligning the
Organization with the
Market” – George S.
Day
7 Customer value & six Case at the end of Peelen Ed Peelen, Ch. 13
markets model chapter 13- Proteq Direct
8 CRM – marketing CRM in B2C Markets Ed Peelen, Ch. 4

aspects HBS CMR 229 Payne and Holt (2001)
“Diagnosing Customer
40
Value: Integrating the
Value process and
Relationship Marketing”–
British Journal of
Management
9 CRM – marketing Case at the end of Peelen 1.Quest for Customer

aspects Ch.4 – Telecom Italia Focus – Gulati and
Oldroyd, HBR (April
2005)
2.Silo Busting – Gulati ,
HBR (May 2007)
10 Customer satisfaction Case at the end of Peelen Ed Peelen, Ch. 7

chapter 7 – Fokker Services Do you want to Keep
Your Customers
Forever? Pine, Peppers
and Rogers,
HBR, 1995
11 Customer satisfaction Hilton Hotels – brand
differentiation through
CRM
HBS 9- 809-029
12 Customer Loyalty Ed Peelen, Ch. 8

1.Why satisfied
customers defect, HBR,
1993
2.Your Loyalty Program
Is Betraying You, Nunes
and Drèze, HBR
13 Customer Loyalty Case at the end of Peelen The Mismanagement of
chapter 8 - Idefix Customer Loyalty,
Reinartz, Werner, Kumar,
V., Harvard Business
Review, July 2002
14 Data Management & SAP White Paper on Ed Peelen, Ch. 9

data mining Analytical CRM and 10
15 Data Management & Cases at the end of

Peelen chapters 9 & 10 –
41
data mining Euro 2000 and
BI & CRM
16 Analytical CRM Amagansett Funds (A); HBS

9-606-005
17 Analytical CRM Simulation / software
18 Analytical CRM Simulation / software
19 Segmentation & Case at the end of Peelen Ed Peelen, Ch.11The

Targeting chapter 11 – Garnier the Right way to manage
Beauty bank unprofitable customers,
Mittal, Sarkees and
Murshed, HBR, 2008
20 Customer Retention, Case at the end of Peelen Ed Peelen, Ch.12

Customer Analysis and chapter 12 – Cross selling 1.Rosenberg and
Market Basket Analysis Czepiel (1984) – A
Marketing Approach for
Customer Retention –
Journal of Consumer
Marketing
2.HBR(May 2008) –
Marketing when
Customer Equity Matters
– Hanssens et al
21 Customer Lifetime Simulation / software Ed Peelen, Ch. 14
Analysis
22 Customer Lifetime Rosewood Hotels and Five predictive

Analysis Resorts: Branding to imperatives for
Increase Customer maximizing customer
Profitability and Lifetime value”- SPSS report
Value:
HBS 2087
23 Collaborative CRM Accrue Software, Inc.

HBS 9-701-057
24 Operational CRM The customers’ revenge Ed Peelen, Ch.
R 0712A
15, 16, 17
42
25 Operational CRM Charles Schwab's
Customer Focused E-
Business Strategy:
ICMR, 2004
26 Operationalisation of The Peppers & Rogers Ed Peelen, Ch. 18

CRM Group; HBS 9-500-096
27 Implementation issues They bought in. Now they

want to bail out.
HBS R0312A
28 Implementation issues CRM Implementation

Failure at Cigna Corp.
CRM case book
(ICMR, 2005)
29 Global issues in CRM Bumrungrad's Global

Services Marketing
Strategy (ICMR, 2004)
30 Ethical issues in CRM “Preventing the

Premature Death of
Relationship Marketing”,
Fournier et al, HBR, Jan-
Feb 1998
31 Future of CRM Oracle vs. salesforce.com Ed Peelen, Ch.20

HBS 9-705-440
32 Guest lecture
33 Guest lecture
43
Evaluation Plan
Component Weight age (%)
Class participation 40 – in 3 instalments of 10, 15 & 15
Project 20
Assignment 10
End Term Test 30
Total 100
44
Online Marketing
Program: MBA Course Code SL MM 625
Course Objective
The course aims to –

1. Provide an overview and understanding of internet based marketing wherein existing marketing
concepts such as targeting, positioning, pricing and distribution are reengaged for emerging e-
platforms.
2. Understanding how the technologies are harnessed to create new business models and
platforms.
3. Provide an understanding of e-business strategies which deliver customer value.
4. Enable an understanding of how the internet platform can be harnessed as a powerful
marketing tool based using internet-technologies and the new-age capabilities it provides us.
5. Provide a hands-on understanding of how the internet can be used for building brands, driving
traffic and increasing interaction and engagement.
6. Provide an experiential understanding of how to effectively use available internet-based tools
for online analytics.
Text Book

Online Marketing: A Customer-Led Approach Richard Gay, Alan Charlesworth and Rita Esen,
Oxford University Press, Indian Edition (Reprint
2012)
Reference Books

1 E- Marketing Judy Strauss and Raymond Frost (2012) 6th
edition, PHI
2 Internet Marketing Mary Lou Roberts (2007), Cenage Learning,
India
3 The Best digital Campaigns in the world: Damian Ryan and Calvin Jones (2011), Kogan
Mastering the art of Customer Engagement Page
4 Understanding Digital Marketing: Marketing Damian Ryan and Calvin Jones (2009), Kogan
Strategies for engaging the digital generation Page India
45
5 Working the Crowd: Social Media Marketing Eileen Brown (2011), Viva Books Private
Limited.
6 e-Commerce and Web Marketing Ward A. Hanson and Kirthi Kalyanam (2009),
Cenage Learning.
Detailed Syllabus

1 Introduction to online Overview of internet history; Ten C’s for internet marketing;
marketing Macro and micro environment in the modern economy impacted
by and impacting business.
2 Strategy and models Different types of e-business models such as advertising, sales,
for the virtual world and referral and so on; Different online business categories
(Business Models) based on levels of internet based processes such as brick &
mortar, click & mortar etc., Other issues on business models and
strategy, such as retailer’s strategic options as well as issues of
payment and security.
3 Online marketing Adoption of internet for business processes; issues of e-business
planning issues integration; impact of these changes on strategic options; key
(Planning process) stages, components and process in developing plan, value of the
4P’s and positioning strategy in online marketing.
4 Online marketing Internet as cost effective tool for market research activity;
research secondary and primary data sources; internet’s limitation as
(Research methods) primary data source; comparison with offline methods.
5 Online buyer behaviour Understand additional dimensions of online buying behaviour;
(Analytics and metrics) various buying option models; online buyer expectations; metrics
and use of web-site visit data for analysis.
6 SEO and Search engine Development of online search engines over time; Search engine
marketing marketing and need for optimisation; new revenue models based
on search engine marketing and optimisation; key techniques of
SEO and ranking of web-pages.
7 Web-site development, Online trading models with focus in web-design; role of portals
design and content and community web-sites; development of web-site based on
objectives; evaluation of web-sites; web-site copy and content.
8 Online Product Product and augmented product concept and its application in e-
business; product’s attribute and its implication for successful
online marketing; mass customisation techniques using the
internet; branding of online products.
9 Online Pricing New influences of internet models impacting pricing; use of
traditional pricing methods in online marketing; power of
consumers and marketers in purchasing; new pricing models and
their implications for marketers and consumers.
10 Online Distribution Issues of channel management and influence of e-commerce on
distribution; influence on value chain; fulfilment function in
online relationships; benefits of e-procurement.
46
11 Online Communication Role of internet in communication process; using internet for
advertising; email marketing; viral strategies; using internet
communication for PR; newsletters; blogging; how internet can
be used for integrating across multiple communication channels;
Social media marketing.
12 Permission marketing Online trust and relationship building, mass customisation and
and online use of online CRM; opt-in and opt-out permission marketing and
personalisation conceptual marketing model, levels of personalisation and their
role in online marketing, role of technology and legislation in
these developments.
13 Online Legal issues Key issues in online contract formation, appreciate the insecure
nature of worldwide network, legal requirements for protecting
personal data, e-payment systems for online transactions
Session plan
Session No Topic Case Title, Source and page/case reference Reading

Material from
Text Book
(TB)
1-2-3 Introduction to 1. “Dell Online” (1999), HBS 9-598-116. Pgs. 27 TB Chapter 1
online marketing 2. “American Well: The Doctor will E-See you
Now” (2011), HBS 9-510-061, Pgs. 28
4-5-6 Strategy and 1. “Hulu: An Evil Plot to Destroy the World” TB Chapter 2
models for the (2010), HBS, 9-510-005, Pgs. 29
virtual world 2. “The NFL’s Digital Media Strategy” (2010), HBS
(Business Models) 9-511-055, Pgs. 19
3. “Online Auction Markets” (2005), HBS 9-705-
411, Pgs. 4
Additional Reading –
“A Staged Solution to Catch 22” (Nov, 2007) by Andrei
Hagui and Thomas Eisenmann, HBR,
7-8-9 Online marketing 1. “Alibris” (2003), HBS 9-601-111, Pgs. 12 TB Chapter 3
planning issues 2. “Quantum Corporation: eSupplyChain Group”
(Planning (2003), HBS 9-601-099, Pgs. 21
process) 3. “Autobytel.com” (2005), HBS 9-500-01, Pgs. 21
“Balancing Online and offline Marketing” (2012) HBS 9-
510-091, Pgs 16.
9-10-11 Online marketing 1. “Intelliseek” (2005), HBS 9-505-061, 22pgs TB Chapter 4
research 2. “Communispace” (2010), HBS 9-501-081, 15 pgs
(Research 3. “Porsche: The Cayenne Launch” (2011), HBS 9-
methods) 511-068, 22pgs
12-13 Online buyer 1. “Clust.com: Dream More, Pay Less” (2000), HBS TB Chapter 5
behaviour 9-501-047, 16pgs
2. “MercadoLibre.com” (2007), HBS 9-106-057,
17pgs
47
14-15-16 SEO and Search 1. “MedNet.com Confronts ‘Click-Through’ TB Chapter 6
engine marketing Competition” (2007), HBP Brief Case 2066, Pgs.
12
2. “Demand Media” (2011), HBS 9-511-043, Pgs 18
3. “Slankett: Responding to Snuggie’s Market
Entry” (2010), HBS 9-510-034, Pgs 13
Des Laffey (2007) “Paid Search: An Innovation that
Changed the Web” Business Horizons, 50, 211-218
17-18 Web-site 1. “Tyrell Web developers Inc0 (A)& (B ” (2000), TB Chapter 8
development, HBS 9-600-025/026, Pgs 1/3 (Exercise)
design and
content
19 Mid-Term
21 Online Product 1. “Freemarkets Online” (1999), HBS 9-598-109, TB Chapter 9
Pgs 20
22-23-24 Online Pricing 1. “Electronic Arts Introduces the Sims Online” TB Chapter 10
(2003), HBS 9-503-008, Pgs.32
2. “Radiohead: Music at Your Own Price (A) & (B)”
(2009), HBS 9-508-110/111, Pgs. 7/2
3. “HubSpot: Inbound Marketing and Web 2.0”
(2011), HBS 9-509-049, Pgs.21
“Pricing and Market Making on the Internet” (2000),
HBS 9-500-065, Pgs. 20
25-26 Online 1. “Arrow Electronics Inc.” (2007), HBS 9-598-022, TB Chapter 12
Distribution Pgs. 20
2. “Online Music Distribution in the Post Napster
World” (2005), HBS 9-502-093, Pgs.18
27-28-29- Online 1. “BBVA Compass: Marketing Resource TB Chapter 11
30 Communication Allocation” (2011), HBS 9-511-096, Pgs. 16
2. “Online Restaurant Promotions” (2010), HBS 9-
909-034, Pgs.16
3. “UnMe Jeans: Branding in web 2.0” (2011), HBS
9-509-035, Pgs.27
4. “United Breaks Guitar” (2011), HBS 9-510-057,
Pgs. 13
“Communication Technology that’s Worth a Second
Look” (2002), Harvard Management Communication
Letter
31 Permission 1. “Bizrate.Com” (2001), HBS 9-501-024, Pgs.22. TB Chapter 7
marketing and
online
personalisation
32 Online Legal Text Book Readings and Privacy issues – FB and Google TB Chapter 13
issues – Discussion
48
33 Social Media Additional Readings – Project
Presentations Susan Frounier and Lara Lee (2009), “Getting Brand Presentations
Communities Right”, Harvard Business Review
“What’s the Deal with Living Social” (2012), HBS 9-512-
065, Pgs.18
Evaluation Plan
1 Class Participation 25
2 Projects 25
3 Test 10
4 WAC 10
5 End Term 30
49
Financial Services Marketing
Semester: III Sessions: 33
Course Objective:
• To provide an in-depth appreciation and understanding of the unique challenges inherent in
managing and delivering quality financial services. Participants will be introduced to and have the
opportunity to work with tools and strategies that address these challenges.
• To develop an understanding of the ‘state of the art’ financial service management thinking.
Text Book

Financial Services Marketing: An International Christine T. Ennew and Nigel Waite, First edition,
Guide to Principles and Practice 2010, Elsevier.
Reference Books

Services Marketing: Integrating Customer Valarie Zeithmahl, Mary Jo Bitner, Dwayne D. Gremler
Focus across the Firm and Ajay Pandit, Fifth Edition, 2011, Tata McGraw Hills
Central Bank Management Institute of Banking and Finance, 2005 Edition, McMillan
Detailed Syllabus:
S. No. Topic Description
1 Overview of Marketing Definition -Marketing versus Selling - Difference between marketing
of products versus marketing of services – Characteristics of Services
– Services Marketing Mix
2 Overview of Financial Banking – Insurance – Mutual Funds – Merchant Banking – Leasing -
Products/Services Hire Purchase – Factoring – Forfeiting – Venture Capital – Financing
– Securitization – Mortgage etc.
3 Business Environment Micro Environment – Macro Environment (PESTEL factors) – Porter’s
Five Forces Model
4 Consumer Behaviour Understanding the Buyer Behaviour – Needs, Wants, Purchasing
Power – Perception about Financial Services – Evaluation of
Alternatives- Purchase Decision – Importance of Service Encounter -
Post Purchase Evaluation – Demand and Supply of Financial Services
5 Market Segmentation, Different Types of Segmentations – Matching Financial product
50
Targeting and Positioning Benefits with Consumer Needs – Perceptual Mapping –
Repositioning of Financial Product/Services
6 Services marketing Mix of Salient Features and Differentiating features of following: Purchase,
Financial Products/Services Lease, Hire Purchase – Factoring and Forfeiting- Mutual Funds –
Insurance – Securitization and Mortgage – Investment banking –
Financial Inclusion (Self Help Groups)
7 The Role of Regulatory RBI- IRDA – SEBI – AMPHI – FINNDAI – NABARD
Bodies and Self-Regulatory
Bodies in Financial Services
Marketing
8 The Competitor Analysis Competitive Strategies – Product/Service Differentiation – Lost Cost
Leadership – Strategies of Market Leader – Strategies of Market
Follower
9 Role of Technology in CBS - Online Services – ATMs – Remittance - ECS/EFT/RTGS –
Financial Services SWIFT etc
Marketing
10 Service Quality Service Quality Dimensions – Service Quality Gaps
11 Customer Relationship Customer Acquisition, Customer Retention – Customer Satisfaction –
management Strategies Customer Loyalty
12 Causes and Redressal of Causes of Customer grievances – Services Recovery strategies
Customer Grievances
Session Plan
S.No. Case (HBS) Session No. Readings/ Chapters
1 Class Discussion 1 3
2 Class Discussion 2,3 1, 2
3 Case Discussion: The Deutsche Bank 4 4,6
Product Code: 708044– PDF – ENG
4. Case Discussion: To be finalized 5,6 7
5 Case Discussion: Pilgrim Bank: (A) Customer 7 8
Profitability
6 Case Discussion: To be finalized (One in case of each 8-13 9,10,11,12,13
of the above mentioned Financial Services)
7 Case Discussion: Yes Bank: Mainstream 14 1, 9,10,11,12,13
Development into Indian banking
51
8 Case Discussion: Prodential Securuties 15 1, 9,10,11,12,13
9 Case Discussion: UBS and Auction Rate Securities 16 1, 9,10,11,12,13
Product Code: 209119 – PDF – ENG
10 Case Discussion: Goldman Sachs: A Bank for all 17 1, 9,10,11,12,13
Seasons
11 Case Discussion: Commerce Bank 18,19 5
12 Case Discussion: Bank of America: Mobile Banking 20 13,17

13 Case Discussion: Fleet Financial Boston: Online 13,17
Banking 21
14 Case Discussion: State Bank of India: Transforming a 22 1, 5
State owned Giant
15 Case Discussion: Thomas Weisel Partners(A) 23 15
16 Case Discussion: Charles Schwab and Co. INC. 24 11,17
17 Case Discussion: Managing Diversity at Cityside 25 17
Financial Services
18 Case Discussion: Customer Profitability and 26-28 14,16
Customer Relationship management at RBC
Financial Group
52
19 Case Discussion: Fraud Prevention at Omni Bank 29-30 15
Evaluation Plan
S.No. Component Weightage

1 Class participation 40 %
2 Written Analysis of Case 10 %
3 Project/ Test 20 %
4 End Term Examination 30 %
53
BANKING MANAGEMENT
Program: MBA Course Code: SL BK 605

Class of 2013 Credits: 3
Course Objective
Introduction of financial sector reforms have drastically changed the structure of Indian banking and
induced competition which has not only improved profitability and efficiency of banks but also led to
innovation in products and services that banks provide. The objective of this course is to acquaint the
students with the whole gamut of banking operations and also help them become a very successful bank
manager, in case they choose banking as a career.
Text Book
BOOK AUTHOR / PUBLICATION

Bank Management and Rose, P.S and Hudgins, S.C, 2010. Tata McGraw-Hill, 7th Edition, New Delhi.
Financial Services (BMFS)
Reference Books

Banking Law & Practice P N Varshney, S Chand & Sons
Financial Markets & Institutions Saunders & Cornett/3e, Tata McGraw-Hill
Principles & Practice of Banking IIBF, Mcmillan
Regulatory aspects of Banking IIBF, Mcmillan
Web sources www.rbi.org.in, www.iba.org.in, www.iibf.org.in, www.bis.org
Detailed Syllabus
S.N Topic Description of Topics

Nature and evolution, Role of financial system in
economic development, Indian Financial system-
1 Indian financial system
Structure; (Financial markets, instruments, regulators
and intermediaries)
Origin, nature and structure, Types of Banks and their
Functions,[Scheduled banks, Commercial banks, Public
2 Banking system in India sector banks, private sector banks (Old and new
generation banks), co-operative Banks, RRBs, Local area
banks, NBFCs, Mutually aided co-operative societies],
54
RBI-the Central Bank- Structure, Role and Functions of
RBI
Sources and uses of funds

3 Basic structure of Bank Balance sheet
in banks
Customer Identification, Acceptance, Transaction
4 KYC norms of RBI
Monitoring and Risk Management
Individual, Joint, Special type of customers (minors,
literates, Lunatics, Drunkards, Pardanashin ladies) HUF -
Various types of customers
5 firms - companies - trusts - societies - Govt. and public
bodies Contractual relationships for various banking
transactions
Types Deposit Products - services rendered by Banks,

The procedure to open a deposit account, Nomination
facility, Deposit insurance. Deduction of tax at source,
Operational instructions like operations jointly, severally,
6 letter of mandate, power of attorney etc. Renewal and
Deposit Products
Extension, premature extension of Deposits. Unclaimed
Deposits, Settlement of death claims Calculation of
Interest and TDS. Deposit mix, Importance of CASA
deposits, Cost of Deposit, Fixation of Bench mark Prime
lending Rate; and New Base Rate Mechanism
Rights of a Bank-Lien, Setoff and appropriation; Duties of

Rights and duties of a
7 a Banker- Duty of Secrecy and Duty to honour cheques,
banker
Rights and obligations of a customer
Retail banking, corporate banking, (Wholesale Banking);
SME Banking, Rural Banking, Micro finance, Wealth
8 Banking activities management (Private banking), Treasury management,
Cash management services, Merchant banking,
International banking
Negotiability vs. Transfer, Parties to a
cheque,/B.E/Promissory Notes, salient features of a
cheque, Crossings and endorsements, Payment and
9 Negotiable Instruments collection of Cheque, Duties and responsibilities of
paying and collecting banker-protection available to
paying and collecting banker, bouncing of cheques and
their implications.
Cash / Liquidity Significance of liquidity in banking, Cash balance, CRR and
10
Management in Banks SLR
Credit policy of RBI, significance of credit policy for
11 Credit Policy Banks, Exposure Norms, and Delegation of Powers.
Credit culture
55
Principles of lending, various credit products/ Facilities,
12 Lending Activities Credit Appraisal, - Credit rating/ Credit scoring chart.
Automated Credit appraisal mechanisms,
Classification and Definition, Rural Credit Delivery
mechanism- Commercial Banks/ RRBs/ LABs/Co-
13 Priority Sector Lending
operative institutions, NABARD, Microfinance, Financial
inclusion
Rural Banking and Micro RRB, NABARD, Micro Credit, Financial services to micro
14
Finance entrepreneurs and small businesses
Micro, Small, Medium enterprises – definition and
classification, Working capital assessment- Nayak
15 SME Financing committee recommendations, Appraisal, monitoring,
institutional / infrastrural support and nursing of sick
industries
Basics of retail banking Products and services, Deposit
16 Retail Banking products, Personal, Consumer, Housing loans,
Educational loans, Plastic money, Gold Loans etc
Nature of corporate banking and recent developments,
17 multiple banking arrangement, Consortium finance and
Corporate Banking
loan syndication. Infrastructure finance - takeout
financing
Management of Public issues: Reasons for going public,
and eligibility norms, Offer document and regulatory
18 Merchant Banking
frame work for public issues (SEBI norms), marketing of
issues and post issue activities.
Letters of credit and types of LCs, Bank guarantees,
19 Non fund based activities
Solvency certificates, etc.
Core Banking -Teller Machines - Cash dispensers – ATMs,
Home banking (Corporate and personal), Electronic
Payment systems ECS(Credit), ECS(Debit) ,EFT, RTGS,
20 Technology in banking
NEFT, Cheque truncation, MICR technology, Tele
marketing/ Mobile Phone banking, DSA/DMA in Bank
Marketing
Remittance of funds: D.D/MT/PO, Collection of Cheques
and Draft, Clearing House, Safe Deposit lockers and safe
21 Para Banking Services
custody articles, Banc assurance, sale of mutual funds,
IPO/FPO selling
Documentation, stamping, execution, charge creation,
22 Legal Aspects of Lending
charge registration, Limitation act
Importance of recovery, repayment culture, prudential
norms- Classification of Assets, Income recognition and
23 Recovery Management
provisioning, car, Securitization Nursing and
Rehabilitation of loan accounts
Preventive, Remedial and Legal Measures of Recovery:
24 Recovery Process
DRT, LOK ADALATS and SARFAESI Act.
56
Goiporia Committee recommendations, Ombudsman
25 Customer Service
scheme. Consumer Forums
Provisions of RBI Act 1935, Banking Regulation Act 1949,
26 Regulatory Frame Work Basel norms, Onsite and off site surveillance, statements
and returns
Emerging Trends in
27 Recent developments in banking
Banking
Session Plan
S.N Topic Case Session Reading Material

Indian financial Chap.1 from the text
1. Financial Market Structure(RBI) 1
system book (BMFS)
a. ICICI (A) (9-701-064-HBS)
Banking system in Chap.3 from the text
2. b. Evolution of Banking In India (RBI) 2
India book (BMFS)
c. RBI Brochure
Sources and uses a. ICICI (A) (9-701-064-HBS) Chap.5 from the text
3. 3
of funds in banks b. Balance sheet of a commercial bank book (BMFS)
4. KYC norms of RBI a. Central Bank- The ChexSystems(SM) 4

Master Circular on KYC
QualiFile(R) Decision (9-208-029-HBS)
Various types of Norms of RBI
5. 5
customers
a. First National Bank's Golden
Opportunity ( 9-208-072-HBS)
b. U.S. Banking Panic of 1933 and
6. Federal Deposit Insurance (9-799-077- Chap.12 from the text
Deposit Products 6 &7
HBS) book (BMFS)
c. Not just Banking –Making a positive
difference in customer’s life
( CLMM/087-IBSCRC)
A new bank manager’s Dilemma A note on Banker-
Rights and duties
7. ( CLMM/086 - IBSCRC) 8 Customer Relationship
of a banker
(Note)
Note on the Banking Industry
8. Banking activities 9 -
(9-311-011-HBS)
a. Technical note- Is
Negotiable Instruments
Act a Boon?
a. Cases Decided by Ombudsman
Negotiable b. Negotiability - a
9. b. Consumer Forum, 10-11
Instruments technical Note
c. Negotiable
Instruments Act-1881(
RBI)
57
Cash / Liquidity RBI Master Circulars on
Chap.11 from the text
10. Management in a. CRR/SLR 12
book (BMFS)
Banks b. Priority Sector Advances
RBI Master Circulars on Exposure
11 Credit Policy 13 Credit Policy in Banks RBI
Norms
a. Note on Bank Loans (9-291-026-
Lending HBS) Chap.16 &17 from the
12 14
Activities: b. Making a Lending text book (BMFS)
Decision(CLMISC/090-IBSCRC)
YES BANK Mainstreaming
Priority Sector
13 Development into Indian Banking (9- 15 RBI Master Circular
Lending
311-063-HBS)
Rural Banking a. Mobile Banking for the Unbanked
14 and Micro (9-511-049-HBS) 16 RBI Document
Finance b. Microfinance (RBI)
15 SME Financing Gone Rural (9-211-016-HBS) 17 RBI Master Circular
FleetBoston Financial Online Banking Chap.18 from the text
16 Retail Banking 18
(9-601-042-HBS) book (BMFS)
Chase's Strategy for Syndicating the
Corporate
17 Hong Kong Disneyland Loan (B) 19 -
Banking
(9-201-086-HBS)
a. Motilal Oswal Financial Services Ltd.
Merchant An IPO in India (9-807-095-HBS)
18 20 -
Banking b. Going Public. Adventures in Capital
Markets (5382BC-HBS)
a. The Export-Import Bank of the a. Chap.14 from the text
Non fund based
United States (9-211-032-HBS) book (BMFS)
19 services 21
b. Cases Decided by Ombudsman (RBI) b. Notes on Letter of
RBI Credit, Bank Guarantee
a. Information Technology and a. RBI Document
Technology in Innovation at Shinsei Bank b. Impact of Technology
20 22
banking (9-607-010-HBS) in Public Sector Banks
(IIBF)
a. Introduction to Mutual Funds
Para Banking
21 (9-310-117-HBS) 23 RBI Master Circular
Services
b. Cases Decided by Ombudsman (RBI)
Legal Aspects of
22 Cardinal Principles of Lending (CDC) 24 -
Lending
a. First National Bank of Westhaven
(A) (9-262-005-HBS)
Recovery 25 & Chap.9 from the text
23 b.KAMCO and the Cross-Border
Management 26 book (BMFS)
Securitization of Korean NP Loans
(9-205-037-HBS)
Preventive, a. SureCut Shears, Inc.(9297-013-HBS) Innovations in Recovery
24 remedial and 27 Management
legal measures of ( IIBF)
58
recovery
a. Commerce Bank(9-603-080-HBS) The Ombudsman

25 Customer Service b. Customer Management Process 28 Scheme- 2006 (RBI)
Commerce Bank(1578BC-HBS)
a. Supervision of the
Indian Financial System
Regulatory Frame Banking in India- Issues and Challenges
26 29 (RBI)
Work for the Future (BREP/026-IBSCRC)
b. Chap.9 from the text
book (BMFS)
Customer Profitability and Customer
Emerging Trends Relationship Management at RBC
27 30 -
in Banking Financial Group (Abridged)
(9-102-072-HBS)
28 Interim Tests NCP1, NCP2, and WAC 3
Evaluation Plan
Sr. No. Components Weightage

2 Written Case Analysis (WAC) 10 %
3 Interim Tests 20 %
4. End Term Examination 30%
59
Financial Risk Management
Program: MBA Course Code: SL FI 608
Course Objective
This course gives students a working knowledge of derivative instruments and their applications in
managing various types of financial risks. While doing so, students would understand the organizational
aspects of those risk functions and their roles & responsibilities. The emphasis is on mechanics,
properties and valuation of forwards, futures, options and swap instruments. In covering these
instruments, cases, examples and notes would be sought from markets so as to provide a holistic view of
the financial market structure i.e., currency, fixed income, equity and money markets. Cases discussed in
the class would be contemporary in nature drawn from international experience.
Text Book

Options, Futures, and Other Hull, John C. & Basu, S., Prentice-Hall of India, 2008.
Derivatives, 8th Edition
Reference Books
Author Books/ Publication

Dubofsky, David A. Derivatives : Valuation and Risk Management, Oxford Publication
Jorion, Phillip. Handbook of Financial Risk Management, John Willey Publication.
Apte, P. G. International Financial Management, 4th Edison, Tata McGraw Hill
60
Detailed Syllabus
Sr. No Topic Description of Topics
1. Introducing the course Introduction to Financial Risk s and it’s management
2. Introduction to Derivative Forwards ,Futures ,Options : Put and Call , Swaps:

Instruments Interest rate Swaps , Currency Swaps
3. Usages and Functions of Hedging: Commodity Price Risk Through Futures and
Derivative Markets Forwards and
Equity portfolio Price Risk Management through index
futures and options
Arbitrage : Using Index futures
4. Option Pricing Binomial model
Black Scholes Model
5. Trading strategies Bull spread/Bear spread/Butterfly spread

involving options & Calendar spreads
futures Straddle & Strangle
6. The Greek Letters Delta hedging

Theta / Gamma / Vega / Rho
Interest Rate Derivatives Swap

FRAs
7 Euro-Dollar Futures
Bond Options
Interest rate Caps and Floors
Swaptions
Hedging Interest Rate Derivatives
Currency risk Identifying Currency Risk
Management Currency Risk Management through
8 appropriate Derivative Instrument
Currency Swap
61
9. CDS CDS
Valuing CDS
Risk management from the perspective of
investors and banks
Risk Management Challenges through Credit
derivatives
10 Weather Derivatives Weather Derivatives: Review of Pricing issues
11 Value at Risk(VaR) The VaR measure

Historical Simulation
Model building approach
Monte Carlo simulation
Stress Testing
12 Integrated Risk Identifying Integrated Risks

Management
Integrated Risk Management
Session Plan
Sr. Topic CASE (HBS) Session Reading Material

No. No.
1. Introducing the Why Manage A Risk 1 Chapters 1 from the

course: ( 9-294-107) - HBS Note Text Book (JCH)
Honeywell, Inc and Integrated
Risk Management
(9-200-036)
2. Introduction to Introduction to 2-4 Chapters 1,2 and 8

Derivative Derivative Instruments from JCH
Instruments (295141)
62
3. Usages and American Barrick Resources 5-7 Chapter 3 and 5from
Functions of Corporation- Managing Gold JCH
Derivative Price Risk
Markets (9-293-128)
Application For Financial
Futures – 3
(9-286-109)
Application For Financial Futures – 5

(9-286-109)
4. Option Pricing Valuing Stock Options in a 8-10 Chapters 9,11 12 and

Compensation Package 13 from JCH
(202117)
Simulation Exercise (using
Derivagem softwere)
5. Trading The Keller Fund’s Option 11-15

strategies Investment Strategy
involving (9-295-096) Chapters 11 to 12
options & Simulation Exercise (using from JCH
futures Derivagem softwere)
6. 16 -
Mid Semester Evaluation
7. The Greek Simulation Exercise (using 17-19

Letters Derivagem softwere)
Chapter 12 and 17
from JCH
Interest Rate Student Educational Loan 20-23

Derivatives Fund, Inc. (296046)
8 Chapters 7, 28 and 30
The B.F.Goodrich-Rabobank from JCH
Interest Rate Swap
(9-284-080)
9. Currency risk Hedging Currency Risks at AIFS 24-26

Management (9-205-026)
Advising on Currency risk at Chapter 15 from JCH
ICICI Bank(9-205-074)
Tiffany & Company – 1993
(295047)
63
11. CDS 27-28
Saginaw Pars Co. and General
Motors Corpo- CDS Chapter 22 and 23
(9-210-056) from JCH
12. Weather United Grain Growers Limited 29 Chapter25 from the

Derivatives (A) JCH
(9-201-015)
13. Value at Value – At- Risk 30-31 Chapter 20 from JCH

Risk(VaR) (9-297-069)- HBS Note
13. End Semester Exam 32 -
14. Integrated Risk Subprime Meltdown- 33 Chapter34 from JCH

Management American Housing and Global
financial Turmoil
(9-708-042)
A framework for Risk
Management
HBR, Nov-Dec 1994,
( Reprint No. 94604)
Evaluation Plan:
1 Class participation (3 phases) 30 %
2 Written Case Analysis 1 & 2 10 %
3 Interim Tests (Mid and End Term) 30 %
4. Final Examination 30%
64
Financial Statement Analysis
Program : MBA Course Code : SL FI 611

Semester : III Sessions: 33
Course Objective
To enable students to have an in-depth understanding of the various assets, liabilities, and equity that
appears in the financial statements of a business entity. To enable students to understand, analyze and
interpret the financial statements of all types of business entities. To enable students analyze and
interpret the financial statements using ratio analysis and other tools and techniques.
Text Book
The Analysis and Use of Financial Gerald.I.White, Ashinpaul.C.Sondhi and Dov Fried - Wiley
Statements India Edition, 3rd Edition
Reference Books
Financial Accounting: Reporting & Earl K.Stice & james D. Stice – South Western CENGAGE
Analysis Learning (Publication)
Analysis of Financial Statements Charles H.Gibson – South Western CENGAGE Learning

(Publication)
Financial Statement Analysis John J.Wild, K.R.Subramanyam & Robert F.Halsey - Tata
McGraw Hills (Publication)
Analysis of FINANCIAL STATEMENTS Leopold A.Bernstein & John J.Wild - Tata McGraw Hills
(Publication)
65
Detailed Syllabus
Sr.No. Topic Description of Topics
1. Overview of Annual Report Nature and objectives of Financial Statements,

and Overview of Financial Importance of Financial Statement Analysis, How to read
statement Analysis Annual Report? Contents of Annual Report, How to use
Financial Statements?, Form and content, Users of
Financial Statements, Overview of tools and techniques,
Use of financial data in forecasting, Use of financial data
in valuation , Use of financial statement data in decision
making.
2. Financial Reporting and Introduction to USGAAP, Introduction to International

Regulations Financial Reporting Standards (IFRS & IAS), Adoption of
IFRS worldwide, Indian Accounting Standards,
Applicability of Various Standards, Comparison and
Harmonization with IFRS.
3. Analysis of Cash Flows Importance of Cash Flow Statement, Preparation of

Statement of Cash Flows, Direct and indirect method of
preparation, Cash Flow from Financing Activities, Cash
Flow from Operations, Cash Flow from Investing
Activities, Analysis of Cash Flow information,
Relationship of Income and Cash Flows, Cash Flow
classification issues.
4. Analysis of Inventories Inventory and Cost of goods sold, Importance of

Inventory Valuation and its implications of Income
Statement and Balance Sheet, LIFO vs FIFO vs Weighted
Average, Income, Cash Flows and working capital
effects of inventory valuation, change in method and its
impact on financial statements, Inventory level and
pricing in different types of business.
5. Analysis of Fixed Assets Capitalization vs Expensing conceptual and industry

issues, Valuation and implications, Depreciation,
methods of depreciation, tangible and intangible assets,
Valuation of Tangible and Intangible Assets, Methods Of
Valuation, Fair Value Accounting, Reporting under IFRS,
Amortization of Intangible Assets, Impairment of assets,
Asset Revaluation.
66
6. Analysis of Income Taxes Income tax and accounting issues, deferred taxes,
temporary vs permanent differences, analysis of
deferred income tax expense, analysis of deferred tax
assets and liabilities, presentation and disclosure of
deferred taxes, treatment of operating losses and
valuation allowance.
7. Analysis of Equity Choosing Equity financing, Issuance of stock - Common

Stock, Preferred Stock, Cash Dividends, Stock Dividends,
Stock Splits, Accounting for Stock Repurchases, and
Reporting in Financial Statements.
8. Analysis of Financing Analyzing Current liabilities, analyzing long term debt,

Liabilities debt with equity features, effects of changes in interest
rates, Analysis and Impact of Current Liabilities and Long
Term Liabilities on Income Statement and Balance Sheet.
9. Leases and Off-Balance Incentive for leasing, lease classification , reporting by

sheet debt lessor and lessee, Accounting and Reporting of Operating
lease, Finance lease, Off-balance sheet financing activities
, Securitization , take or pay and throughput
arrangements, Impact of Operating and Financing Leases
on Income Statement and Balance Sheet.
10. Analysis of Intercorporate Investment in securities, Accounting, Reporting and

Investments Analysis of Investment in Associates, Investment in Joint
Ventures, Accounting and Analysis of Investment under
Cost Method, Market Method, lower of cost or market
method, Equity Method, Fair Value Accounting for
Investments , analyzing of investment performance.
11. Analysis of Business Meaning and definition of important terms, Types of

Combinations Business Combinations, Consolidated Financial
Statements, Inter - Company Transactions and profit
confirmations, Minority Interest, Consolidated Net
Income and Consolidated Retained Earnings, Changes in
Ownership, Consolidation and Reporting of Investment in
Associates, and Consolidation and Reporting of interest in
Joint Ventures, Push-Down Accounting.
12. Foreign Currency Effects of Accounting and Reporting of Foreign Currency

Transactions Transactions, Currency Translations, Methods of
Translating Financial Statements of a Foreign Entity,
67
Impact of different methods on the Income Statement
and Balance Sheet, Analyzing using information on
Foreign Currency Transactions given in the Notes to
Accounts.
13. Financial Analysis using Analyzing and Understanding a company using financial
Ratios ratios as a summary tool, Investigating the information
gained from analysis, Analysis of Firm Performance using
Ratios, Economic Characteristics and Strategies,
Significance and Use of ratios for Valuation Purpose,
Patterns of Ratio Disclosure and use, Comparison and
Analysis of Various Ratios among different Industries.
14. Measure of Performance Introduction to EVA, Significance of EVA, components and

using EVA mechanics of computing EVA, setting of EVA systems and
difficulty in implementing.
15. Quality of Earnings Quality of Earnings and its significance in evaluating

corporate Performance, Leverage provided by Generally
Accepted Accounting Principles and Quality of Earnings.
16. Window Dressing Problems in Financial Statements, Understanding how

and why income statement is manipulated and reworking
profits, ethical issues in financial reporting, recent
scandals in financial reporting.
17. Analysis of Bank Financials Preparation of bank financial statements and Regulatory
Capital Calculations, Assets and Liabilities of a bank,
Revenues and Expenses of a bank, Capital Adequacy
Ratios , Fair Value Accounting, Analysis of Banks
Performance.
18. Comprehensive Financial Financial Analysis, Comparative Analysis, appreciation of

Analysis and Valuation Business Strategy and Analysis, Prospective Analysis and
Valuation, and their interrelationship.
68
Session Plan
S. Topic CASE Session Reading Material

No. No
1. Overview of a) Annual Report of Tata Steels 1&2 Chapter 1 from

Annual Report 2009 -2010 Text Book (TB):
and overview of b) HBS Note: Financial Framework for
Statement Analysis (9-195-
Financial Financial
177)
statement Statement
Analysis Analysis
2. Financial a) The IASB at a Crossroads: 3 Chapter 1 of TB:

Reporting and The future of International Framework for
Regulations Financial Reporting Financial Statement
Standards HBS (9-111-084)
Analysis
3. Analysis of Cash a) Statement of Cash Flows – 4&5 Chapter 3 of TB:

Flows Three Examples HBS (9-193- Analysis of Cash Flows
103)
b) Ceres Gardening Company:
Funding Growth in Organic
Products HBS (4017)
4. Analysis of a) Merrimack Tractors and 6 Chapter 6 of TB:
Inventories Mowers: LIFO or FIFO? HBS Analysis of Inventories
(3217)
5. Analysis of Fixed a) Land Securities Group (A): 7, 8 , Chapter 7 of TB:

Assets Choosing Cost or Fair Value & 9 Analysis of Long-
on adoption of IFRS (HBS 9- lived Assets: The
105-014) Capitalisation
b) The Talbots, Inc. and Decision
Subsidiaries: Accounting for
Chapter 8:
Goodwill (HBS 3254)
Analysis of Long –
Lived
c) Depreciation at Delta Air Assets:
Lines: The "Fresh Start" Analysis of
( HBS 4013) Depreciation and
Impairment
69
6. Analysis of a) Australian Vintage Ltd. ( 10&11 Chapter 9 of TB:
Income Taxes HBS 9-111-034) Analysis of Income
Taxes
Quiz 1 Interim Test 12
7. Analysis of a) Jimmy Fu and Moog, Inc: 13 &14

Equity Understanding
Shareholders’ Equity
(HBS 4203)
8. Analysis of a) Kim Park (B): Liabilities (HBS 15 Chapter 10 of TB:

Financing 9-110-018) Analysis of Financing
Liabilities Liabilities
9. Leases and Off- a) Leasing Decision at Magnet 16 & 17 Chapter 11 of TB:

Balance sheet Beauty Products.Inc. Leases and Off –
debt ( HBS 9-111-039) Balance Sheet Debt
10. Analysis of 18 &19 Chapter 13 of TB:

Inter-corporate Analysis of Inter-
Investments a) HBS Note: Fair Value corporate Investments
Accounting for Investments in
Debt Securities (HBS 9-209-134)
b) State Street Corporation (HBS

9-209-112)
11. Analysis of a) Keane’s Acquisition of 20 & 21 Chapter 14 of TB:
Business Metro Information Services Analysis of Business
Combinations (A) ( HBS 9-103-042) Combinations
12. Foreign a) HBS Note : Accounting for 22 &23 Chapter 15 of TB:

Currency Foreign Operations (9-100- Analysis of
Transactions 024) Multinational
b) Cosmeticos de Espana, S.A Operations
(A) (HBS 9-111-019)
Quiz 2 Interim Test 2 24
70
13. Financial a) Sears, Roebuck & Co. vs Wal- 25, 26 & Chapter 4 of TB:
Analysis using Mart Stores.Inc. (HBS 9-101- 27 Foundations of Ratio
Ratios 011) and Financial Analysis
b) The case of Unidentified
Industries – 2006
(HBS 9-207-
096)
14. Measure of a) Vyaderm Pharmaceuticals 28 Additional Material

Performance (HBS 9-101-019) will be provided
using EVA
15. Quality of a) Ford Motor Company: 29 Chapter 17 of TB :

Earnings Quality of Earnings Growth Analysis of Financial
Analysis (A) (HBS 9-104- Statements: A
059) synthesis
16. Window Dressing a) Accounting Fraud at 30 Additional Material

WorldCom (HBS 9-104-071) will be provided.
17. Analysis of a) Citigroup 2007: Financial 31 Additional Material

Bank Reporting and Regulatory will be provided.
Financials Capital (HBS 9-111-041)
18. Comprehensiv a) Boston Beer Company, Inc. 32 & 33 Chapter 17 of TB :

e Financial (HBS 9-196-138) Analysis of Financial
Analysis and Statements: A
Valuation synthesis
EVALUATION PLAN
S. No. Components Weightage
3 Interim Test ( 2 phases) 20 %
4. Final Examination 30%
71
International Finance & Trade

Course Objectives
The course will help students understand how external sector movements translate to changes in the
domestic economy. It will help the manager of an organization understand the global currency market
movements and establish if any changes in these markets affect his organization. The course will help
students make sense of global macroeconomic events and exchange rate dynamics. It sets the
framework for the detailed issues in multinational financial management. The main focus of the course
will be the financial implications of the rapid integration of national economies worldwide through
trade, financial flows and technology spillovers upon the firm’s cross-border strategy. The course will
assess the impact of economic and financial liberalization as well as structural reforms upon the foreign
exchange and financial markets of both advanced and emerging market economies.
Textbook
Book Title Author , Publication and Edition
Multinational Financial Alan C Shapiro, Wiley Publications, 8th Ed
Management
Reference Reading

International Finance Maurice Levi, Mc Graw Hill, 5th edition,
International Financial Jeff Madura; Cengage Learning, ……..2008,
Management
International Financial Eun and Resnick, Tata McGraw Hill, 4th edition
Management
International Economics Carbaugh, Cengage Learning, 11th Edition
Internet Resources www.voxeu.org
www.rbi.org.in
www.imf.org
www.repec.org
www.bloomberg.com
www.bis.org
72
Detailed Syllabus
Sl. No. Topics Description of Topics
1 Current Issues in Trends in International Trade and Cross Border Financial flows,
International Finance Absolute advantage /Comparative advantage /Heckscher-
and Trade, Theories of Ohlin/ Product life cycle theory of international Trade, Porter’s
International Trade Theory of National Diamond – concept of sustainable
competitive advantage
2. International Flows of Balance of Payments Accounting and related issues, Trade
Goods and Funds: deficits, Current Account Deficits and related concerns, J-Curve
and Economic Implications of strengthening/weakening of a
currency, Capital movements and impact on BOP, Capital
Account Convertibility and Forex Reserves and its Implications
3. IMF and the current Evolution of IMS(Int. Monetary System), IMF’s role in the
international present situation, Current international financial system and
monetary system European Monetary System, Alternative exchange rate
systems: Gold Standard, Breton Woods System, Flexible and
Fixed exchange rate system, Links between monetary systems
and currency crises
4. The Foreign Exchange Function and Structure of Forex Market, Forex Market
Market Participants and Spot & Forward Market Payment and
settlement systems
5. Theories of Exchange Purchasing Power Parity, Interest rate parity – Covered &
Rate Determination & Uncovered, Fisher Effect, BOP and Monetary Approach and
Exchange Rate Portfolio Balance approach, Forecasting Exchange Rates-
Forecasting Efficient Market Hypothesis, Fundamental Approach and
Technical Approach
6. Forex Risk Currency Derivatives - Forward Contracts, Futures, Options &
Management: tools & Swaps, Transaction, and Translation Exposures – Measurement
techniques & Management, Economic exposures: measure and
management
7. Foreign Investment International Foreign Investment, Corporate Strategies and FDI,
Analysis Advantages & Risks of International Investments, refinancing
strategies of foreign investment
8. Int. Project Appraisal Issues in Foreign Investment Analysis, Techniques used in
& Capital Budgeting international project appraisal such as APV, International
Capital Structure and Cost of Capital, International CAPM and
International capital budgeting
9. International Financial Types of Markets and Instruments: Short term & Long term
Markets & Financing, Cash Management in MNCs, why Cash management
Instruments at MNC is so complex and issues and challenges of cash
management at MNC, International capital markets, bond
market, money market, market integration issues and
challenges.
73
10. WTO & Foreign Trade WTO roles, functions, Trade Agreements; Trade Policies, Trade
Policies Blocks Terms of Trade and India
Session Plan
Text/ Ref
Sessions Topics Case/ product number Book
1. Current Issues in 1. Credit crisis of 2008: An overview [HBS Chapter(s)
Chap-2
International Finance 110048-PDF-ENG],
and Trade
2 Theories of 2. The Economics gain From Trade [HBS Chap-2& 3
International Trade 796183-PDF-ENG], Car bough
3 3. Finland and Nokia: Creating the World's
Most Competitive Economy [HBS 702427-PDF-
ENG] ,
4& 5 International Flows of 4. U.S. Current Account Deficit [HBS 706002- Chap-5
Goods and Funds: PDF-ENG] ,
6 5. Malaysia: Capital and Control [HBS 702040-

PDF-ENG],
7&8 IMF and the current 6. International Monetary Fund in Crisis [HBS Chap 3
international 708035-PDF-ENG]
monetary system:
9 & 10 The Foreign Exchange 8. Foreign Exchange market and Transactions, Chap.7
Market [HBS 205016-PDF-ENG]
11 &12 Theories of Exchange 10. Note on Fundamental Parity Conditions Chap 4
Rate Determination & [HBS 288016-PDF-ENG]
Exchange Rate
13& 14 Forecasting Forecasting Simulation/Exercise
15 & 16 Forex Risk 11. Hedging Currency Risk at AIFS [HBS Chapters 8 -
Management: tools & 205026-PDF-ENG], 11
17 &18 techniques 12. Foreign Exchange Hedging strategies at
General Motors: Transactional and
Translational Exposures [HBS 205095-PDF-
ENG],
19 13. Grupo Sidek (A) [HBS 297022-PDF-ENG],
20& 21 Foreign Investment 15.The Refinancing of Shanghai General Chap 15 & 16
Analysis Motors (A) [204031-PDF-ENG]
22 & 23 Int. Project Appraisal 16. Globalizing the Cost of Capital and Capital Chap 14& 17
& Capital Budgeting Budgeting at AES
24&25 17. Groupe Ariel S.A.: Parity Conditions and
[204109-PDF-ENG],
Cross-Border Valuation
26&27 International Financial 18. Belco Global Foods [HBS 211033-PDF-
[4194-PDF-ENG] Chap-18 &19
Markets & ENG]
74
Text/ Ref
Sessions Topics Case/ product number Book
28 & 29 Instruments: 9. Innocents Abroad: Currencies and Chapter(s)
International Stock Returns
[HBS 204141-PDF-ENG],
30 &31 19. Tax Motivated Film Financing at Rexford

Studios HBS 203005-PDF-ENG
32 &33 WTO, Trade Blocks 20. World Trade Organization [HBS 703015-
and Foreign Trade PDF-ENG]
Policies:
Evaluation Plan
Sl. Evaluation Components Weightage
No.
1 Class participation (3 Phase) 35
2. Written Case Analysis (2 Phase) 10
3 Interim test (2 Phase) 25
4 End term Exam 30
Total Weightage 100
75
Investment Banking
Program: MBA Course Code: SL BK 610
Course Objective
In spite of the recent turmoil in the IB industry, still it plays a dominant role in the areas of M&A
deal structuring, corporate valuation, corporate advisory, and Public Issue management. The
course is designed to familiarize students with field of investment banking and to make students
understand various functions of investment banks. The contents of this course include financial
markets, raising finance from domestic and international markets, merchant banking, corporate
restructuring, valuation, Private equity funding, and Hedge fund operations. The recent
developments in the field will be given due preference while delivering the course. Students are
expected to have through knowledge of spreadsheets and all the fundamentals of finance.
Text Book

Introduction to Investment Banks, David P Stowel,(DPS) Elsevier
Hedge Funds & Private Equity
Reference Books

The Business of Investment Banking: Liaw, Thomas K., John Wiley & Sons, Inc. (2006).
A comprehensive overview.
Investment Banking: Valuation, Rosenbaum, Joshua & Pearl, Joshua., John Wiley & Sons, Inc.
Leveraged Buyouts, and Mergers & (2009).
Acquisitions
76
Detailed Syllabus
Session Topic
No.
1 Introduction to the course, readings, and evaluation
2 Overview Investment Banking :
Post-crisis global investment banking firms, the business of investment banking,

Regulation of the securities industry in India and various other countries
3 Financings
Capital market financings – Financing Considerations – Financing alternatives –

IPO & FPO - Role of IB – Distribution alternatives-IPO Valuation – Shelf
registration – Green Shoe option
4 Mergers and Acquisitions
The core of M&A – Credit rating and acquisition currency – Role of IBs –
Acquisitions – Due diligence and documentation – Alternative sale processes –
Corporate restructuring – Takeover defenses – Valuation –
5 Trading
Client related trading - equity trading – FICC trading - Proprietary trading – Risk
Monitoring and Control - International banking – Euro markets – Japan’s
markets – China’s financial markets – Emerging financial markets -
6 Asset Management, Wealth Management & Research, and Credit Rating
7 Hedge Funds
Overview – composition of investors – industry concentration – Performance –

Financial innovation – Hedge fund investment strategies -
8 Private Equity & Venture Capital
Overview – participants – financing bridges – secondary markets for private

equity – management practices and productivity – value propositions for
corporations - private equity as an alternative model for corporate governance
77
9 Leveraged d Buyout
LBO financial model – determining cash flow available for debt service – financial
sponsor’s IRR determination
Session Plan
Session Topic Case/Note/Article Readings (Text

No. Book Reference)
1 Introduction to the course, Course Handout
readings, and evaluation
Chapter 10 - DPS
2 Overview Investment Banking : Chapters 1 & 2 -

DPS
Post-crisis global investment History of Investment
banking firms, the business of Banking (Note) – HBSP –
investment banking, Regulation 9-902-168
of the securities industry in India
and various other countries
3to 10 Financings Chapter 3 – DPS
Capital market financings – The Initial Public Offering -

Financing Considerations – Process (Note) – HBSP –
Financing alternatives – IPO & 200018
Freeport-McMoran:
FPO - Role of IB – Distribution
Financing an Acquisition –
alternatives-IPO Valuation – Shelf DPS – Case No.3 - KEL345-
registration – Green Shoe option PDF-ENG
United Parcel Service's
IPO-HBSP-103015-PDF-
ENG
JAMES C. BRAU and
STANLEY E. FAWCETT
(2006), “ Initial Public
Offerings: An Analysis of
Theory and Practice”,
JOURNAL OF FINANCE •
VOL. LXI, NO.
78
11 to 14 Mergers and Acquisitions Chapter 4 – DPS
The core of M&A – Credit rating The Best Deal Gillette

and acquisition currency – Role Could Get: Procter and
of IBs – Acquisitions – Due Gamble’s Acquisition of
Gillette – DPS – Case No.4
diligence and documentation –
- KEL183-PDF-ENG
Alternative sale processes – Acquisition of
Corporate restructuring – Consolidated Rail Corp. (A)
Takeover defenses – Valuation – – HBSP - 298006-PDF-ENG
Richard B. Robinson Jr. &
John A. Pearce, Hostile
Takeover Defenses That
Maximize Shareholder
Wealth - HBS- 107
15, 16, Chapter 5 - DPS

&17
Trading Deutsche Bank: Finding
Relative Value Trades -
Client related trading - equity 205059-PDF-ENG
trading – FICC trading - Securities Trading: Front,
Proprietary trading – Risk Middle, and Back Office -
Monitoring and Control - 110070-PDF-ENG
International banking – Euro
markets – Japan’s markets –
China’s financial markets –
Emerging financial markets -
19, 20 & Asset Management, Wealth Note on the Asset Chapter 6 & 7 - DPS
21 Management & Research, and Management Industry -
Credit Rating 311013
Private Capital and Public
Policy: Standard & Poor's
Sovereign Credit Ratings -
705026-PDF-ENG
79
22, 23, Hedge Funds Kmart, Sears, and ESL: How Chapter 11, 12 &
24, 25 & a Hedge Fund became one 15 – DPS
26 of the World’s Largest
Retailers – DPS – Case No.6
Overview – composition of - KEL133-PDF-ENG
investors – industry A tale of two hedge funds:
concentration – Performance – Magnetar and Peloton –
Financial innovation – Hedge DPS – Case No. 5- KEL402-
fund investment strategies - PDF-ENG
Martingale Asset
Management LP in 2008,
130/30 Funds, and a Low-
Volatility Strategy – HBSP -
209047-PDF-ENG
28 29 & Private Equity & Venture Capital Cerebrus and the U.S. Chapters 16, 18
30 Auto Industry – DPS – Case and 20 – DPS
No. 10 - KEL315-PDF-ENG
SpiffyTerm, Inc.: January
Overview – participants – 2000 – HBSP -SM86-PDF-
financing bridges – secondary ENG
markets for private equity –
management practices and
productivity – value propositions
for corporations - private equity
as an alternative model for
corporate governance
31, 32& Leveraged d Buyout Michel, Allen & Shaked, Chapter 17 - DPS
33 Israel. (1991). RJR
Nabisco: A Case Study of a
Complex Leveraged
LBO financial model – Buyout. The Financial
determining cash flow available Analysts Journal, Sept-Oct.
for debt service – financial The Toys “R” Us LBO – DPS
sponsor’s IRR determination - Case No. 9 - KEL168-PDF-
ENG
80
Evaluation Plan
Component Description Sessions Weightage
1 WAC 10%
2 Class Test-2 18th & 27th session 20%
3 Group Project 23rd session 20%
4 Class Participation Continuous 20%
5 End-Term examination TBA 30%
81
Retail Banking
Program : MBA Course Code :SL BK 607
Course Objective:
The purpose of this course is to provide you with an essential exposure to the subject of Retail Banking.
The Course is designed in such a way as to provide all the required inputs for a sound understanding of
the nuances and dimension of Retail Banking in general and Retail Banking in India in particular. The
Course attempts to throw much light on the topics of contemporary interest as well that of scholarly
interest. Further, efforts are made to discuss suitable Case Studies relevant to the topics.
The Course has the following objectives:
To provide a managerial perspective by an understanding of the significance of Retail Banking,

forces that drive retail banking, economics of retail explosion, banker-customer relationships
and the liability side and assets side products of retail banking.
To provide a detailed understanding about Plastic Money, Different Types of Plastic Money,
Concept of a Credit Card, Distinction between Credit Card, Charge Card and Debit Card,
Mechanics of a Credit Card Transaction, Credit Card as an Augmented Retail Financial Product,
Credit Card Business in India and the Emerging Scenario.
To develop managerial skills by analyzing as to how the banks manage their consumption
finance, vehicle finance, home finance under retail banking for profit maximization.
To provide an in depth understanding about facilities management, remittances, payment and
settlement systems, ancillary services, distribution services and retail banking channels.
To familiarize with the concepts of e-banking, bank marketing, market segmentation, product
management, sales and distribution management in the area of retail banking.
To create awareness about promotion of bank products and services, pricing of bank products,
personal banking relationship, banking customer profitability, customer service norms, and
customer grievance redressal mechanism
To create awareness about recent trends in retail banking and risks in retail banking.
Lastly, to provide the student an understanding about the prevailing regulatory environment in
the area of retail banking in India.
Text Book

Retail Banking IUP
82
Reference Books
REFERENCE BOOKS AUTHOR / PUBLICATION
Joseph A Divanna,
The Future of Retail Banking
Palgrave Macmillan, 2004
Hugh Croxford et, al.

The Art of Better Retail Banking
John Wiley & Sons, Ltd, 2005
Achieving Excellence in Retail Banking Leichtfuss, Reinhold.

John Wiley & Sons – 2003
Peter Rose and Sylvia C.Hudgins,
Bank Management & Financial Services
Tata McGraw –Hill - 2010
IBS Center for Management Research, IBS Hyderabad
Marketing Financial Products
Retail Banking Keith Pond,
Financial World Publishing, 2007, London,
ISBN: 978-0-85297-777-4
IIBF
Retail Banking
Macmillan Publishers India, 2011,
ISBN: 9780230330504
Palat Raghu,
Retail Banking Cortland Rand Cosulting
ISBN: 13- 9788189074043
IIBF, Indian Institute of Banking and Finance/2007
Banking products and services
2nd edition, 2007, JBA code:19661
Gopinath, M. N.
Banking Principles & Operations Snow White Publications / 2010, Mumbai
ISBN: 978-81-8159-447-1
Detailed Syllabus
Sr. Topic Description of Topics

No.
1. Banking and its importance,

Concept of Retail Banking,
Introduction to Retail
Main subsets of retail banking, Personal Loans, Housing
Banking Loans, Educational Loans, Gold Loans, Vehicle Loans, etc.
Differences between retail banking, private banking and
priority banking
83
2. Importance of Retail Banking,
Forces that drive retail banking, economics of retail
Retail Banking -
explosion,
Significance Quality of life, consumption financing, life style lending,
other sources of retail finance,
Risk diversification tool
3. Various types of customers,
Banker customer relationships,
Bankers rights, Lien, Set-Off, and appropriation,
Banker’s Duties: Duty to honour cheques and Duty of
Banker Customer Secrecy
Relationships KYC Norms, Anti-Money Laundering (AML) / Combating of
Financial Terrorism (CFT) - Standards, Precautions to be
taken while opening the deposit accounts, Various types
of retail customers, Documents to scrutinized while
opening accounts, Nomination facility
4 Assets and Liabilities of Retail Banking

Liabilities Management in Retail Banking:
Deposit Products, Demand Deposits, Time Deposits,
Retail Banking Products Recurring Deposits, Certificate of Deposits, Term and
Interest Rates of Deposits
- Liabilities
Liabilities Management in Retail Banking:
Debit cards, ATMs, Net banking or E-Banking, Phone
banking, Mobile banking, Bill payments
Asset Management in Retail Banking:

Plastic Money, Different Types of Plastic Money, Concept
5 of a Credit Card, Distinction between Credit Card,
Charge Card and Debit Card
Mechanics of a Credit Card Transaction
Retail Banking Products Credit Card as an Augmented Retail Financial Product
Credit Card Business in India:
-Assets The Emerging Scenario
Decision Analysis Residential mortgage loans, auto finance, Personal loans,

Consumer durable loans, Loans against equity shares,
Loans for subscribing to Initial Public Offers (IPOs), Bill
payment services, Mutual funds, Investment advisory
services.
Credit analysis and Credit Scoring and appraisal of Retail

Loans
Consumer Loans, understanding the customer needs,

6 Consumption Finance
designing the product, tenor and pricing of the loan
product, documentation and delivery
84
7 Vehicle Finance Vehicle Loans, Auto finance, Norms in auto finance, RBI
guidelines
8 Home Finance Financing the home needs of individuals,
Home Loans Market, RBI Guidelines,
Payment and settlement systems in India and abroad
9 Facilities Management
Emerging New Systems – ECS, EFT, NEFT, RTGS, LERM, etc.
Remittance channels
Remittances, Payment Demand Drafts, Pay Orders, Mail Transfers, Telegraphic
10
and Settlement Systems Transfers, Clearing House, High Value Clearing, MICR
Clearing, National Clearing, Cheque truncation
Lockers, Standing Instructions, Safe Custody of Articles,
Demat Services, Cross country payments and collection of
funds
11 Ancillary Services
NRI, Person of Indian Origin, Bank Deposit Accounts for
NRI, Preferential Interest rates, Expatriation and
repatriation of funds, RBI guidelines, Baggage rules,
Outward remittance facilities to resident Indians
12 Distribution Services Sale of Mutual funds, Government Bond, Gold Coins,
Bancassurance
Branch Banking, Hub and Spoke banking, ATM, Tele
13 Retail Banking Channels
Banking & Call Centres, Mobile banking, and Banking
boutiques
Organisation of E-Banking, Trends in E-banking, recent
14 E-Banking
trends in e-banking, Online banking Kiosks, Virtual
Branches, Advantages and Disadvantages
15 Bank Marketing Characteristics of Bank Products and Services, Product and
Services Mix, Servuction Process
Demographic segmentation, Geographic, behaviouristic
16 Market Segmentation
and volume variables. Product space segmentation,
Segmentation based on values and life style
Customer needs assessments, Process of product
17 Product Management management, Role of innovation in product design,
Product positioning, Branding of Bank Products, feedback,
promotions and schemes.
Direct sales, strategy of marketing and sales in banks,
Sales and Distribution relationship management, CRM, , Customer retention,
18
management customer satisfaction, cross-selling, channel selection and
empanelment of channel partners, monitoring a channel
partner, integrity, Role of DSA and DMA
Promotion of Bank
19 Competitive strategies, Competitive advantage, Speed as a
Products and Services strategy, customer centric banking
Different product pricing methods and strategies and their
20 Pricing of Bank Products applicability to bank products and services. Cost of funds,
PLR, BPLR, Base Rate calculations, Service Charges for
various transactions
85
Concept of private banking, Private banking in Indian
21 Personal Banking banking, Private Banking in new generation banks, HNIs,
HNI products financial planning and financial advisory
responsibilities, fiduciary role.
22 Relationship Banking Concept of relationship banking, Practices of Indian banks
in relationship banking, significance of relationship banking
Customer profitability from online and offline customers,
23 Customer Profitability matching service levels to customer profit levels, channel
use and customer profitability, Revenues and Cost-to-
serve, Managing customer profitability
The Art of Customer Service, Customer Service, Customer
Customer Service Norms, Satisfaction and Customer delight, The services marketing
Laws and Customer triangle, Delivering the customer value, and satisfaction.
24
Grievance Redressal Importance of Customer Service, Statutory obligations,
Mechanism Talwar and Goiporia Committee recommendations,
Banking Ombudsman Scheme 2006, Consumer Protection
Act
Alternate delivery channels, customer relationship
Recent Trends in Retail management Vs customer interaction management,
25
Banking technology as a differentiator, international trends and
tools, regulatory aspects, microfinance, urban retail
products and factoring
How are banks affected by Risks, types of risks faced by
banks, impact of retail banking on bank’s risks profile, risk
prone area, indicators of risk, risk mitigating measures, risk
measurement, pricing of products based on risk profiles,
management of risks in banks, verification of loanees,
26 Risks in Retail Banking
validation of ability or intention to pay, verification of
loanees by internal agencies, process and time schedule,
risks involved in various segments of retail loans,
operational risks management strategies, provisioning
norms, disaster recovery management, portfolio
management, credit bureaus.
Need for regulation in banking, internal regulation, RBI
business facilitator ,model, external regulation, know
27 Regulatory Environment
capital allocation and risk management norms, end user
monitoring, Basel norms, Sarbanes Oxley, business
continuity management and AML.
86
Session Plan
Session No. Chapter Case Title Additional Reading Material
The Role of
World Retail
Retail Banking
in the US Banking Report-2009 – by Capgemini
& Merril Lynch
Introduction to Retail Banking Banking
Banking and its importance, Industry: Risk, Source:
Concept of Retail Banking,
Return, and http://www.capgemini.com/insights-
Main subsets of retail banking,
Personal Loans, Housing Loans, and-resources/by-publication/world-
Industry retail-banking-report-
Educational Loans, Gold Loans,
Vehicle Loans, etc. Structure 2011/?ftcnt=10121
1
Differences between retail
Source:
banking, private banking and
http://www.ny
priority banking
.frb.org/resear ICICI in Retail Banking
ch/epr/07v13n
3/hirtle/exesu Source: Professional Banker,
m_hirt.html November 2007, IUP Publications
Retail Finance-
A Comparison
Retail Banking – Significance Between India
Importance of Retail Banking, and China
Forces that drive retail banking, RBI publication on
economics of retail explosion, (ICMR Case)
Quality of life, consumption Retail Banking - Opportunities and
2 Source:
financing, life style lending, Challenges
other sources of retail finance,
Risk diversification tool Icfai Reader,
February 2007,
IUP
Publications
Technical Note
Banker Customer Relationships on Banker Article:
Various types of customers,
Customer Banker-Customer Relationship
Banker customer relationships,
Bankers rights, Lien, Set-Off, relations
3 and appropriation, Source:
Banker’s Duties: Duty to honour (Developed by
Course http://student.fnu.ac.fj:82/Commerc
cheques and Duty of Secrecy
Instructor) e/BNK502/Additional%20Readings/Ba
87
nk-Customer%20Diagram.pdf
KYC Norms, Anti-Money

Laundering (AML) / Combating
of Financial Terrorism (CFT) -
Standards, Precautions to be
taken while opening the deposit
accounts, Various types of retail RBI Master
customers, Documents to Circular –
scrutinized while opening Know Your
accounts, Nomination facility Customer (KYC)
norms / Anti-
Money
Laundering
4 (AML)
Source:
http://www.rbi
.org.in/scripts/
BS_ViewMaste
rCirculardetails
.aspx
Reference
Book:
Retail Banking Products
Banking
- Liabilities products and
Assets and Liabilities of Retail services
Banking
Liabilities Management in Retail By: IIBF Note on “Bank Liability Products”
5 Banking:
Deposit Products, Demand Indian Institute (Developed by Course Instructor)
Deposits, Time Deposits, of Banking and
Recurring Deposits, Certificate Finance/2007
of Deposits, Term and Interest
Rates of Deposits 2nd edition,
2007, JBA
code:19661
Liabilities Management in Retail Technology in

6 Banking: Banks
Debit cards, ATMs, Net banking
or E-Banking, Phone banking, A Case Study of
88
Mobile banking, Bill payments HDFC Bank
(ICMR Case)
Retail Banking Products
-AssetsAsset Management in
Retail Banking:
RBI
Plastic Money, Different Types
Master Circular on Credit Card
of Plastic Money, Concept of a American
Credit Card, Distinction Operations of banks
Express Card
7 between Credit Card,
Dated July 1, 2010
Charge Card and Debit Card HBS Case: 9-
Mechanics of a Credit Card 509-027 http://www.rbi.org.in/scripts/BS_Vie
Transaction
Credit Card as an Augmented wMasterCirculardetails.aspx
Retail Financial Product
Credit Card Business in India:
The Emerging Scenario
Asset Management in Retail

Banking: Reference Book:
Residential mortgage loans, Technical Note
on Assets in Banking products and services
auto finance, Personal loans,
Consumer durable loans, Loans Retail Banking By: IIBF
8 against equity shares, Loans for
(Developed by Indian Institute of Banking and
subscribing to Initial Public
Course Finance/2007
Offers (IPOs), Bill payment
Instructor)
services, Mutual funds,
2nd edition, 2007, JBA code:19661
Investment advisory services.
Reading Material on Credit

Information Bureau
Of India Limited
Technical Note
Asset Management in Retail on Credit By Fitch India
Banking: Scoring
9 Credit analysis and Credit http://www.fitchindia.com/Fridays/CI
Scoring and appraisal of Retail (Developed by BIFitchRatingsaug06.pdf
Loans Course
Instructor)
Credit Scoring
Questions & Answers
89
A Fractal Whitepaper
Source: fractalanalytics.com
http://www.fractalanalytics.com/case
studies_pdfs/fractal_analytics_credit_
scoring_questions_answers.pdf
Reading Material:
The Status of Consumer Credit in

India
Consumption Finance Introduction to
Consumer Loans, understanding http://www.cag.org.in/link/Status%2
Consumer
the customer needs, designing 0of%20Consumer.pdf
10 Credit
the product, tenor and pricing
of the loan product, HBS Case: 9-
documentation and delivery 209-107 Format of Consumer credit
application
http://www.westsideford.net/index_
htm_files/Consumer_credit_app.pdf
11 Internal Evaluation I
Article on
Understanding Vehicle Financing
Source:
Technical Note
on Vehicle http://www.ftc.gov/bcp/edu/pubs/co
Vehicle Finance Vehicle Loans, Finance by nsumer/autos/aut04.pdf
12 Auto finance, Norms in auto Banks
finance, RBI guidelines (Developed by
Course Vehicle Loan Hypothecation form
Instructor) http://www.southindianbank.com/Us
erFiles/Forms/Vehicle%20LoanAgree
ment.pdf
90
RBI
The American
Home Finance Financing the Master Circular on Housing Finance
home needs of individuals, Dream
13 Home Loans Market, RBI Dated July 1, 2010
HBS Case: 9-
Guidelines,
390-089 http://www.rbi.org.in/scripts/BS_Vie
wMasterCirculardetails.aspx
RBI Note on Furnishing remitter

details in pass book / pass sheet /
Technical Note account statement
on for credits received by customers
through NEFT / NECS / ECS
Facilities Management Payment Electronic
and settlement systems in India Funds Transfer www.rbi.org.in
and abroad Infrastructure
14 Emerging New Systems – ECS, in India –
EFT, NEFT, RTGS, LERM, etc. Usage of RTGS National Electronic Clearing Service
Remittance channels and NEFT (NECS) – Optimal Usage and
Expansion
(Developed by
Course Source:
Instructor)
www.rbi.org
Remittances, Payment and CTS- 2010 Standards: Implementation

Settlement Systems Demand Consumer – Guidance Note
Drafts, Pay Orders, Mail Payment
Transfers, Telegraphic Transfers, Systems in US
15
Clearing House, High Value
Clearing, MICR Clearing, HBS Case: 9- Reports available at
National Clearing, Cheque 909-006 http://www.npci.org.in/regulate.asp
truncation x
Ancillary ServicesLockers, RBI

Standing Instructions, Safe Master Circular
Custody of Articles, Demat of instructions
Services, Cross country relating to Technical Note
payments and collection of deposits held on Ancillary Services
16
funds in FCNR(B) (Developed by Course Instructor)
NRI, Person of Indian Origin, Accounts
Bank Deposit Accounts for NRI,
July 1, 2010
Preferential Interest rates,
Expatriation and repatriation of http://www.rbi
91
funds, RBI guidelines, Baggage .org.in/scripts/
rules, Outward remittance BS_ViewMaste
facilities to resident Indians rCirculardetails
.aspx
Technical Note
An article on
on Distribution
Distribution Services Sale of services by Bancassurance in India
Mutual funds, Government Banks
17
Bond, Gold Coins,
Bancassurance (Developed by
Course http://www.icai.org/resource_file/11
Instructor) 211p1348-51.pdf
RBI Circular on Mobile Banking

Transactions in India - Operative
Guidelines for Banks
Retail Banking Channels Branch Bank of http://www.rbi.org.in/scripts/BS_Vie

Banking, Hub and Spoke America: wMasterCirculardetails.aspx
18 banking, ATM, Tele Banking & Mobile Banking
Call Centres, Mobile banking, HBS Case: 9- RBI Circular on
and Banking boutiques 510-063
Mobile Branches and Mobile ATMs
http://www.rbi.org.in/scripts/BS_Vie
wMasterCirculardetails.aspx
RBI Report on Internet Banking

E-Banking Organisation of E- First Direct(A) Source:
Banking, Trends in E-banking,
recent trends in e-banking, HBS Case: 5- www.rbi.org.in
19
Online banking Kiosks, Virtual 901-033
Branches, Advantages and
Disadvantages Legal Aspects of the Bank-Customer
Relationship in Electronic Banking
Citibank A note on
Bank Marketing Characteristics
Launching
of Bank Products and Services, The service encounter-
20 Credit Card in
Product and Services Mix,
Asia Pacific Psychology of the Experience: The
Servuction Process
Missing Link in Service Science
HBS Case: 9-
92
595-026 http://www.almaden.ibm.com/asr/su
mmit/papers/ucscchase.pdf
A report on
Market Segmentation Alpen Bank:
Demographic segmentation, Market Segmentation at HSBC
Launching the
Geographic, behaviouristic and Credit Card in Source:
21
volume variables. Product space Romania
segmentation, Segmentation http://ivythesis.typepad.com/term_p
based on values and life style HBS Case: 4559 aper_topics/2009/01/market-
segmentation-for-hsbc.html
Wharton Paper on
Innovation in Retail Banking
Source:
Product Management Customer
needs assessments, Process of Zopa: the http://fic.wharton.upenn.edu/fic/pap
product management, Role of power of Peer ers/97/9748.pdf
22 innovation in product design, to peer lending
Product positioning, Branding of HBS Case: 9-
Bank Products, feedback, 709-469 Article on Branding for Banks
promotions and schemes.
Source:
http://www.prophet.com/downloads
/articles/Branding%20for%20Banks%
20_%20Root.pdf
Sales and Distribution

managementDirect sales,
strategy of marketing and sales ICICI Bank's
in banks, relationship "Get up to Article:
management, CRM, , Customer 100% Cash PSU Banks as a Distribution Channel –
retention, customer Back" Offer The Way Forward
23 satisfaction, cross-selling,
channel selection and IBS http://www.oocities.org/goelrinku/PS
empanelment of channel (ICMR)Case: UBanks.pdf
partners, monitoring a channel FINC046
partner, integrity, Role of DSA
and DMA
93
24 Internal Evaluation II
Article:
Achieving Customer Centricity in

Promotion of Bank Products Credit Suisse Retail Banking
and Services Competitive (A)
25 strategies, Competitive Source:
advantage, Speed as a strategy, HBS Case: 5-
http://www.tibco.com/multimedia/so
customer centric banking 800-361
lution-brief-achieving-customer-
centricity-in-retail-banking_tcm8-
2434.pdf
Article:
Bank Products
Source:
Pricing of Bank Products http://www.channelone.com/pdf/20

Different product pricing Economics of 09/bank_products.pdf
methods and strategies and Retail Banking
their applicability to bank Note
26
products and services. Cost of
HBS Case: 9- Note on Pricing in the new Retail
funds, PLR, BPLR, Base Rate
602-153 banking paradigm
calculations, Service Charges for
various transactions Source:
http://www.finextra.com/Finextra-
downloads/featuredocs/SunTec_Prici
ng%20in%20the%20new%20Retail%2
0banking%20paradigm.pdf
Article:
Personal Banking Concept of
private banking, Private banking Private banking horizon in India
in Indian banking, Private ABN-Amro’s
Banking in new generation Private Banking Source:
27 in India
banks, HNIs, HNI products
http://www.the-
financial planning and financial (ICMR Case) neutron.com/admin/upload/Private%
advisory responsibilities,
20Banking5d11868e-0163-4e26-
fiduciary role.
87bb-e42ce99067f2.pdf
94
Internet
Article:
Relationship Banking Concept Customer
of relationship banking, Acquisition E-CRM In Indian Banks
Practices of Indian banks in Strategy at
28 Source:
relationship banking, Bankinter
significance of relationship
HBS Case: 9- http://www.delhibusinessreview.org/
banking
103-021 v_2n1/dbrv2n1i.pdf
Customer ProfitabilityCustomer Article on Investigating indicators of

profitability from online and Pilgrim
Bank(A): customer profitability in personal
offline customers, matching retail banking
service levels to customer profit Customer
29 Profitability
levels, channel use and Source:
customer profitability, Revenues HBS Case: 9-
and Cost-to-serve, Managing http://www.hicbusiness.org/biz2003p
602-104 roceedings/Ron%20Garland.pdf
customer profitability
Customer Service Norms, Laws

and Customer Grievance
Article:
Redressal MechanismThe Art of
Customer Service, Customer Customer Service
Service, Customer Satisfaction Great Dakota
and Customer delight, The Strategies for the
Bank: Online
services marketing triangle, Banking Retail Banking Industry
30
Delivering the customer value,
and satisfaction. Importance of HBS Case: 9- Source:
Customer Service, Statutory 603-011
http://www.genesyslab.com/private/
obligations, Talwar and Goiporia
active_docs/2275_ISG_US_RetailBank
Committee recommendations,
ing_screen.pdf
Banking Ombudsman Scheme
2006, Consumer Protection Act
The retail banking industry in 2015-

Recent Trends in Retail
Trends and strategies to focus on and
BankingAlternate delivery Bank of Ireland develop,
channels, customer relationship (BOI): Internet
management Vs customer Source:
31 Strategy
interaction management,
technology as a differentiator, HBS Case: 9- http://www.emeraldinsight.com/jour
international trends and tools, 399-012 nals.htm?issn=0258-
regulatory aspects, 0543&volume=23&issue=6&articleid=
microfinance, urban retail 1602404&show=html
95
products and factoring Page 32 J Strategic Direction J Vol. 23
No. 6 2007, Pp. 32-34, Q Emerald
Group Publishing Limited, ISSN 0258-
0543
Risks in Retail Banking How are

banks affected by Risks, types of
risks faced by banks, impact of
retail banking on bank’s risks
profile, risk prone area,
indicators of risk, risk mitigating
measures, risk measurement,
Technical Note A Capco white paper:
pricing of products based on risk
profiles, management of risks in on Risks in European retail banking credit risk:
banks, verification of loanees, Retail Banking transforming past mistakes into
32
validation of ability or intention (Developed by future profits
to pay, verification of loanees by Course
internal agencies, process and http://www.capco.com/sites/all/files/
Instructor) T1025_Capco_POV_Credit_Risk.pdf
time schedule, risks involved in
various segments of retail loans,
operational risks management
strategies, provisioning norms,
disaster recovery management,
portfolio management, credit
bureaus.
Regulatory Environment Need

for regulation in banking, Technical Note
internal regulation, RBI business on Regulatory
facilitator ,model, external environment in RBI Master Circular on Customer
regulation, know capital Retail Banking Service in banks- dated July 1, 2010
33 in India
allocation and risk management http://www.rbi.org.in/scripts/BS_Vie
norms, end user monitoring, (Developed by wMasterCirculardetails.aspx
Basel norms, Sarbanes Oxley, Course
business continuity Instructor)
management and AML.
96
Evaluation Plan
EVALUATION COMPONENT WEIGHTAGE
1. Class Participation [CP] 30%
1. Written Quiz 10%
2. Written Case Analysis -1 5%
3. Project Work [Individual] 10%
4. Written Case Analysis - 2 5%
5. Term End Exam 30%
Total 100
97
Security Analysis

Course Objective
The fundamental objective of the course is aimed at providing a comprehensive perspective in the area
of Security Analysis covering the markets for both fixed income securities and the share capital trading
at primany and secondary markets. The course, while familiarizing the students with various techniques
of valuation of both bonds and stocks under varying situations also seeks to equip them with the basics
of derivative instruments like options and futures to help them reason out investments issues for
themselves and thus be better prepared when making real world investment decisions which will in turn
enhance their marketability in finance career.
Text Book

Investments Bodie, Kane, Marcus and Mohanty, Tata McGraw Hill, 8th Edition
Reference Books

Investment Analysis & Portfolio Management Reilly and Brown, Cengage Learning, India Edition, 8th
Edition
Damodaran on Valuation Aswath Damodaran, Wiley Finance, 2nd Edition
Detailed Syllabus
Sr. No. Topic Description of Topics
1. Investment Scenario The Nature and forms of investments-Investment

objectives (Security and non-security), importance of
investment, understanding the investment decision
process-the basis of investment decision, global
investment arena, institutional investors, Securities
markets in India, Derivative market, Financial
98
regulation, Development of stock market,
Dematerialization of shares, surveillance of stock
market.
2. Risk and Return Concept and component of Risk, security returns:

measuring Ex-post and Ex-ante returns, systematic and
unsystematic risk, benefits of diversification, Capital
Asset Pricing Model
. Valuation of Fixed Income Valuation of fixed income securities: present value
Investments model, Different types of fixed income securities, YTM,
duration, immunization and convexity of the bond,
term structure of interest rates –spot and forward rate.
Valuation of convertible bonds and warrants.
4. Economic Analysis Demand and Supply shocks and GOI Policies: Monetary
Policy Operations and Fiscal Policy
Business Cycles: Economic Indicators
5. Industry Analysis Key characteristics of an industry: Industry life cycle,

Sensitivity of Industry to Business Cycle, Techniques for
evaluating relevant industry factors, Five forces model
6. Company Analysis and Analyzing Company’s Profitability, Forecasting of

Equity Valuation company’s earnings , P/E ratios, Discount models, free
cash flow model, Balance Sheet Valuation-Book value
method, adjusted book value method and liquidation
value method, Relative Valuation Techniques
Technical analysis Theory of technical analysis, Dow theory, Bar charts,
Point and figure charts, contrary opinion theory,
7 relative strength analysis, Moving average analysis,
MACD, Oscillators, Elliot wave theory, Evaluation of
technical analysis
Theory of Efficient Efficient market hypothesis: weak, semi strong and
Market Hypothesis strong forms of efficiency, Random walk model of
8 market efficiency, Empirical test of EMH in Indian
context
9. Options and Futures Definitions of trading mechanism, difference between
Futures and forwards, rationale of options, Put and
calls options, Estimating payoffs of various
combinations.
99
Session Plan
Sr. Topic CASE Session Reading Material

No. No.
1. Investment a. ISMR Report-2011 1 &2 BKMM: Chapter 1, 2, 3

Scenario & 4 ISMR: Chapter 1
www.nseindia.com/research/publicati (Sec-2), and Chapter 2
ons
b. Securities and Exchange Board of

India – Role as a regulator (ICMR case-
FINC/036)
2. Risk and return a. Beta Management Company 3 BKMM : Chapter 5, 6

(HBS: 9-292-122) and 9
3. Valuation of a. Note on Bond Valuation and Returns 4 to 11

Fixed Income (HBS:9-205-008)
Investments
b. The Harvard Management Company
and inflation-protected bonds (HBS:
9-201-053) BKMM : Chapter 14,
c. Arbitrage in Government Bond 15, 16
market (HBS: 9-293-093)
d. RJR Nabisco Holdings capital

Corporation – 1991 ( HBS: 9-292-
129)
e. Note on Duration and convexity
(HBS: 9-205-025)
f. Wells Fargo Convertible Bonds.

(HBS:9-206-022)
Interim Test - I 12
4. a. Economic survey of India & Budget- 13 to 14

Recent (Soft Copies to be provided)
Economic b. Finmin.nic.in BKMM : Chapter 17
Analysis and c. The Pharmaceutical industry:
Industry Challenges in the new century (HBS: 9-
Analysis 703-489)
d. Finding Information for industry
analysis (HBS: 9-708-481)
100
5. Company a. Valuation Concepts: Evaluating 15 to 21
Analysis and opportunity
b. What it’s worth? A General BKMM : Chapter 18
Equity Valuation
Manager guide to security and 19
valuation (HBS: 97305)
c. Valuation of Air Thread
Connections (HBS: 4263)
d. Mercury Athletic: Valuing the
opportunity ( HBS: 4050)
e. Texas High-Speed Rail Corporation
f. Internet Securities, Inc: Financing
Growth ( HBS: 9-899-149)
Interim Test - II 22
6. 23 and BKMM : Chapter 11

24 and 12
Theory of a. Empirical analysis of various forms
Efficient Market of market efficiency with live data
Hypothesis
Technical a. Demonstration of Chart 25 to 27

analysis Analysis
7 http://www.taguide.com/kinds-of- BKMM : Chapter 12
charts.html
http://www.investopedia.com/univers IUP: Chapter IX
ity/technical/techanalysis8.asp
Interim Test -II 28
8. Options and 29 BKMM : Chapter 20,

Futures a. Financial Futures (HBS: 9-286-068) 21 and 22
9. Project 30 to 31
(Discussion)
Written Case Analysis 1 & 2 32 and

33
101
Evaluation Plan
3 Interim Test 20 %
4 Project: (Report and Presentation) 10%
5 Final Examination 30%
102
Wealth Management
Program: MBA Course Code:
Course Objective
Learning about wealth and its management, Identify the financial needs of HNIs, Building long term
relationships and providing total solutions, Becoming familiar with the various asset classes., Client and
Risk Profiling
Text Book

Planning Your Personal Finances Joehnk, M.D , Billngsley, R.S, and Gitman, L.J , Cengage Learnng, 12th
Edition, 2011, New Delhi
Reference Books

Personal Investment & Tax Planning Yearbook N.J. Yasaswy
Wealth Management – Dun & Bradstreet- McGraw-Hill Professional.
Rich dad Poor Dad Robert Kiosaki
Cash Flow Quadrant Robert Kiosaki
E-Myth Michael Gerber
“Introduction to Financial Planning” Indian Institute of Banking & Finance
The worldly Philosopher Robert Hail burner
How to Save Income Tax through Tax Planning R.N. Lakhotia
Detailed Syllabus
S.N Topic Description of Topic
A Meaning of Wealth and Need for its management
1 Introduction to Wealth Need for wealth management
Management Global and Indian Scenario.
What is wealth? Financial assets vs. Fixed assets, Assets Vs Income,
Active Income Vs Passive Income.
B Wealth Management Approaches
2 Principles of Investments Standard Approaches. DMAT a/cs. Different types of investments and
their purpose. Different types of Equity and their suitability. Other
types of asset classes viz. bank deps, bonds, mutual funds, gold,
commodities
C Wealth Management for a Client
3 Client Profiling and Lifestyle Steps in client profiling
103
Guide to Investing Demographics gathering,
Financial Information gathering,
Need identification,
current financial planning ( savings and investments)
Distinction between HNWIs and mass affluent requirements.
4 Financial Planning Process Need identification, Analysis, Time frames, Cash flows with respect to
specific need satisfaction, Assessing the risk profile of the client,
Different risks for different needs ( like essentially to be met and just
wishes and dreams etc)
5 Retirement Planning New scenario after retirement.Specific needs associated with
retirement.
Focus on new products like Reverse Mortgage
6 Client Interaction, records Records maintenance, Communication with client,
maintenance and reporting Investment assessment periodically and Change in approach based on
changed scenarios and market realities. Asset re-balancing, Need re-
balancing with respect to changed financial figures / realities
D Various Investment Products for Wealth Management
7 Banking products Different Banking Products with a focus on what product is meant for
what purpose and for whom it is mainly intended, The comparative
risks and advantages and interest calculation procedures in each of
these products.
Other investments like NSCs, Provident Funds and Post office savings
schemes, ULIPs and, ELSS, Mutual Funds
8 Issues related to HNWIs and Why HNWI’s are not familiar with investment in new products like
Investment scope for them. Equity, REITs, Private investment (but are more into Bank savings and
Gold investments)
New opportunities for Opportunities suitable for HNWIs like Hedge funds, Private Financing,
investment Private Equity and Debt, Mezzanine Financing, Private Banking
outside India, Structured products
9 Returns on Investments Simple interest vs. compounded , Interest calculation in banks, NPV,
calculations Annuities calculations.
E Wealth Preservation
10 Tax Planning Gift tax/Wealth Tax/, Applicability of Sec 64 of IT Act, Using Trusts
and Estate Management to deal with this Brief mention of Section 80
C and D. AND Sec 80 G., Capital Gains tax planning and Section 10 of
IT Act.
11 Estate/Succession Planning Need for estate Planning, Different types of Conveyance of Fixed
and Conveyance of assets Assets
Private Trusts
12 Using Insurance Effectively.- Different Insurance Plans that suit to INDIVIDUALS and their priority
and what type of plan for what purpose. Focus about Annuity plans
Client’s Wealth Management through Banks
13 Wealth Management in Banks Bankers approach to WM clients. Different WM products, Handling
prospective and existing clients. Cold calls Vs Hot calls, Expert
clarifications and clinching new accounts. Cross selling of their
products and even products for which they have agency. The services
a WM official of a bank offers to his clients. The code of conduct as
104
well as records maintenance and Usage of Customer Relationship
Management database for the purpose.
F Asset Classes and Asset Allocation
14 Asset Allocation Asset classes. Different theories of asset allocation and Investment
approaches.
15 Portfolio Management Options Portfolio Management, Asset re-allocation and re-jig of investments.
and Performance Periodic Review
Measurement.
G Role of Financial Planner
16 Role of Financial Planner Role with respect to his placement viz Bank employee with WM
profile,
As a Private FP - just advising, Private FP with making WM products
and services available to his clients.
17 Behavioral Skills for a Financial Situation Handling. Different and Tricky situations a Financial Planner
Planner vis a vis dealing with may have to face while dealing with his customers vis a vis his role as
clients. a
A. Private Practitioner,
B. Bank employee,
C. Practicing FP with products offering and management of clients
investments directly.
18 Understanding Investor Relate this with Client Profiling and Lifestyle Guide to Investing-
Psychology Project, Client Interaction, records maintenance and reporting
periodically
Session Plan
S. N Chapter Case Sessions Reading

Material
(Chap. No in
the text book)
A Meaning of Wealth and Need for its management
1 Introduction to 1.Laurence Longren: End game (HBS Case 1 1
Wealth Management No :9-808-076)
2.J P Morgan Pvt Bank: Risk Management
during the Financial Crisis (HBS Case No :9-
311-003)
B Wealth Management Approaches
2 Principles of 1.Introduction to Mutual Funds(HBS 2&3 11, 12 & 13
Investments Technical Note No :9-310-117)
2. AQR’s Momentum Funds(HBS Case
No:9-211-025)
C Wealth Management for a Client
3 Client Profiling and Class room Discussion 4
Lifestyle Guide to
Investing
4 Financial Planning The Vanguard Group, Inc. in 2006 and 5-8 1
Process target retirement funds. (HBS Case No :9-
105
207-129
Project with respect to a HNWI client and
a salaried employee to meet their family
needs as well as retirement
planning.(Project work)
5 Retirement Planning New York Life and Immediate Annuities 9 14
(HBS Case No:9-510-040)
6 Client Interaction, Class room Discussion 10
records maintenance
and reporting
D Various Investment Products for Wealth Management
7 Banking products Note on the Asset Management Industry 11& 4
HBS Technical Note No: 9-311-013) 12
8 Issues related to 1. Gold in 2011. Bubble or safe haven asset 13 &
HNWIs and (HBS Case No:9-211-095) 14
Investment scope for 2. Farmland Investing (HBS Technical Note
them. New No:9-211-022)
opportunities for 3. Wells REIT II (HBS Case No:9-205-019)
investment 4. Structuring Real Estate Deals: An
Investor’s Perspective (HBS Case No:9-
208-066)
5. Risk and Reward in Venture Capital
(HBS Case No. N9-811-036)
6. A note on Angel financing (HBS Case No.
9-298-083.)
9 Returns on Tanishq – Positioning to capture the Indian 15 &16
Investments women’s heart (HBS Case No. 9-507-025)
calculations
E Wealth Preservation
10 Tax Planning Class room Discussion 17-19 3
11 Estate/Succession Class room Discussion 20&21 15
Planning and
Conveyance of assets
12 Using Insurance The US Life Insurance Industry (HBS Case 22 8, 9 & 10
Effectively.- No 9-310-091)
Client’s Wealth Management through Banks
13 Wealth Management 1. Barclays Global Investors and ETFs (HBS 23-25
in Banks Case No 9-208-033)
2. Cresud S.A., Farmer or Real Estate
Developer? (HBS Case No.9-211-011)
F Asset Classes and Asset Allocation
14 Asset Allocation 1. Windward Investment Management 26 11, 12 & 13
(HBS Case No 9-211-0058)
2. The Hedge Fund Industry (HBS Technical
Note No 9-208-126)
106
15 Portfolio Management Portfolio Revision (IBS-CRC Case) (Case yet 27 11, 12 & 13
Options and to be up loaded)
Performance
Measurement.
G Role of Financial Planner
16 Role of Financial Class room Discussion 28
Planner
17 Behavioral Skills for a Class room Discussion 29
Financial Planner vis a
vis dealing with
clients.
18 Understanding 1.Behavioral Finance at J P Morgan (HBS 30
Investor Psychology Case No 9-207-084)
2. Students Driven Discussion and specific
cases/problems presentation. + DVD show
Internal Tests NCP1, NCP-2, And WAC 33
Evaluation Plan
S.N Components Weightage
2 Written Case Analysis 10 %
3 Project (CP) 10 %
4 Non Class Participation 20 %
5 Final Examination 30%
107
Financial Econometrics
Program: MBA Course Code: Sl FI 617

Course Objectives:
The course intends to familiarise students with the principal techniques in Financial Econometrics.
Moreover, the course aims to facilitate awareness in students of how these techniques can be used and
applied on real data, and provide the necessary background to understand and critically assess empirical
findings reported in the financial literature, as well as to carry out their own empirical research in the
future.
Textbook
Applied Econometric Time Series Walter Enders, Wiley Publications, 4th Ed
Reference Books
Basic Econometrics Damodar Gujrati, Macgraw-Hill Book Company,
Fourth edition (DG)
Analysis of Financial Time Series R. S. Tsay, 2005, Wiley Series in Probability and
nd
Statistics, 2 edition (RT)
Introductory Econometrics J.M. Woolridge, Thomson, 2nd Edition
Asset Price Dynamics, Volatility, and S. J. Taylor, 2005, Princeton University Press (ST)
Prediction
The Econometrics of Financial Markets
J. Y. Campbell, A. W. Lo, and A. C. MacKinlay, 1997,
Princeton University Press (CLM)
Detailed Syllabus
Sl. Topics Description of Topics
No.
1 Introduction to Time Series Issues of Autocorrelation, Slope vs Elasticity
Regression
2 Intervention Analysis Pure Jump, Pulse, Gradual and Prolonged Pulse
3 Modeling Asset Returns – I Definition, Distributional Properties – Theoretical and Empirical

Characterization, Biases in returns – Survivorship bias and
Microstructure induced biases, Univariate Predictability (Including
Seasonality Adjustments)
108
4 Modeling Asset Returns – II Primer on Asset Pricing Models & EMH, CAPM and its anomalies,
Fama French 3 factor model
Value Premium (Application of Panel Data Econometrics)
5 Modeling Volatility Total Deviation v/s Semi Deviation, Properties of Volatility –
Leptokurtic, Asymmetric & Clustering, Historical methods,
Extreme Value Estimators, Implied Volatility (Black Scholes
approach v/s The New CBOE approach), GARCH class models,
Stochastic Volatility Models
6 Modeling Spot Futures Cointegration and Error Correction Models, Dynamic Conditional
Linkages Correlation, Regime Switching Models / Threshold Models,
Multivariate GARCH models
6 Value at Risk Traditional and Simulation based approaches
Session Plan
No of Topics Applications Text Book
Sessio Reference
ns
1 Introduction to Time Series Time Series: Beta Estimation, Growth Rate Chap-1
Regression
2 Intervention Analysis Calendar Effect, Event based Analysis Chap-7
8 Modeling Asset Returns – I Forecasting Stock and Index returns using Chap-4
ARMA process, Seasonality adjustments
(Airline model)
4 Modeling Asset Returns – II Multi factor asset pricing Model (including Chap 4.5
recent developments)
10 Modeling Volatility Forecasting volatility for stocks, index and Chap-3
exchange rates, Volatility Index (VIX)
6 Modeling Spot Futures Linkages Estimating Hedge ratios, Comparison of Chap-6
Time Invariant and Time Varying Hedge
Ratios, Measuring the Spillover of volatility
and information
2 Value at Risk Application of VaR to Stocks / Exchange Chap-6
rate
Total Sessions 33
109
Evaluation
Sl. No. Evaluation Components Weightage
Forecasting Prices 5
1
Stock Selection 15
2.
Volatility Index 10
3
Research Paper 40
End Term Examination 30

4
Total Weightage 100
110
Competency Mapping and Assessment
Program: MBA Course Code: SLHR612
Course Objective
• To Understand the Fundamental of Competency Management
• To Experience the process of competency mapping and profiling
• To learn the art of customization and institutionalization
• To Aware of implementation pre- requisite and strategies
• To Understand integration of competency profiling to other HR applications
Text Book
BOOK AUTHOR/PUBLICATION
Competence at work: Model for superior Spencer & Spencer, Wiley India Pvt Ltd.
performance
Reference Books
Book Author/ Publication
360 degree feedback, competency mapping and Radha R Sharma, Tata McGraw-Hill Publication
assessment centres
Assessment Centres Nitin Sawardekar, Sage Publication
Competency Based HRM Tata McGraw-Hill Publication
The Handbook of Competency Mapping: Seema Sanghi ,Sage Publications

Understanding, Designing and Implementing
Competency Models in Organizations,
Detailed Syllabus
Sr.No Topic
1 Concept, Definition, Roles and characteristic of Competencies.
111
2 Defining competencies and types organizations, Context and Relevance
3 Competency management framework, strategic framework.
4 Developing a Competency Model, understanding job positions, general
5 Competency Framework and identification
6 Developing Competency models
7 Competencies, identification, assessment and development
8 Competency Assessment & Mapping, Role profiling
9 Competency Profiling, identifying task oriented competencies
10 Understanding difference between various competencies, the terms
11 Difference between development and assessment centre, assessment techniques
12 Competency Based performance Management, Performance evaluation
13 Competency based HR Systems
14 Integration of competency based HR System,
Session Plan
Session Topic Case/Article Title Readings / Activity
No.
1 -2 Concept,
Definition, Roles Discussion on Concept derived through
and characteristic article 1) Competencies Alternative
of Competencies. Frameworks for competitive advantage
By: Robert Cardy, T.T. Selvarajan,
Business Horizons 2006), 49, 235 -245
Source : Science Direct
3-4
Defining Discussion on Concept derived through
competencies and article2) The Myth of the Generic
types Manager: New Personal Competencies
organizations, for new management roles
Context and Christopher Bartlett & Sumantra
Relevance. Ghoshal (1997), California Mgmt
Review, Vol. 40 (1) Source: EBSCO
112
5 Competency
management Discussion on Concept derived through
framework, article 1) Human Resource Systems &
strategic Sustained Competitive Advantage: A
framework. Competency-Based Perspective
Augustine A. Lado & Mary C. Wilson,
The Academy of Management Review,
Vol. 19, No. 4 (Oct., 1994), pp. 699-727
Source: JSTOR
6-7 Developing a 1) Lincoln Financial Group: Making LFD

Competency a reality (B) Source: HBS case
Model, Product Code: 9-508-029
understanding job
positions, general
8-9 Competency 2) Lincoln Financial Group (C)
Framework and Source HBS Case
identification Product Code 9-508-030
10 Developing Class room discussion derived through

Competency article: Human Resource Development
models and the Resource-Based Model of Core
Competencies: Methods for Diagnosis
and Assessment, Human Resource
Development Review December 2008
vol. 7 no. 4 387-407
11-12 Competencies, 1) The very model of a Modern
identification, Senior Manager
assessment and Product number:
development R0701X-PDF-ENG
Source: HBR case
13-14
Discussion on Concept derived through
article: Mapping Distinctive
Competencies: A Systemic Approach,C.
Eden and F. Ackermann, The Journal of
the Operational Research Society,Vol.
51, No. 1, Part Special Issue: OR and
Strategy (Jan., 2000) (pp. 12-20)
15-16 Competency 1) Coaching at Branco Azucarero de Cali

Assessment & (BAC) (A)
Mapping, Role Source: IESE Business School, University
profiling of Navarra, HBS site
Product Code: IES140-PDF-ENG
113
17-18 Competency
Profiling, 2) Coaching at Branco Azucarero de Cali
identifying task (BAC) (B)
oriented Source: IESE Business School, University
competencies of Navarra, HBS site
Product Code: IES141-PDF-ENG
19 3) Mapping Competencies
By Ranade, Saidas; Tamara, Cassio;
Castiblanco, Edgar; Serna, Anibal.
Mechanical Engineering, Feb2010, Vol.
132 Issue 2, p30-34, 5p
Source: EBSCO
20 NCP 1 10%
21-22 Understanding Class Room Activity:

difference between Developing understanding about Quiz on Competency Vocabulary
various competencies vocabulary through quiz.
competencies, the
terms
23-27 Difference Understanding assessment centers Team Activities:
between through performing various roles 1. Role Play: Competency
development and mapping Exercise
assessment centre, 2. Competency Assessment
assessment Exercise (worksheet), Gap
techniques Analysis.
3. Design and use of Different
psychometric tests, analyses.
4. Understanding the difference
between Assessment centre and
development centre by the way
of role play.
28-29 Competency Based National Semiconductor’s India Design Competency Based Performance
performance Centre Management, Performance
Management, HBR Case Evaluation and Assessment.
Performance Product number:
evaluation 404102-PDF-ENG
30 Competency based 1) Case in Competency: Training need Decision Making in
HR Systems Assessment Management Assessment
By: A. Thomas & A. Panchal, SCMS Centre, R.B. Blackham and D.
Journal of Indian Management, April- Smith
June, 2010. The Journal of Operation
Source: EBSCO Research Society, Vol 40, No.11(
114
Niv 1989)
Source : JSTOR
31-32 Integration of Case Study: Shinsei bank: Developing 1) From Job-Based to

competency based an Integrated firm A and B Competency-Based
HR System, Organizations
HBR Case Edward E. Lawler III, Journal of
Organizational Behavior, Vol. 15,
Product number: No. 1 (Jan., 1994), pp. 3-15
Source: JSTOR
407006-PDF-ENG 2) The Boundaryless Career: A
Competency-Based Perspective
Product number: (1994) Robert J. Defillippi &
Michael B. Arthur, Journal of
407103-PDF-ENG Organizational Behavior, Vol. 15,
No. 4, pp. 307-324
Source: EBSCO
3) Competency based pay in the
Manufacturing & Service
Sectors
(1997) Henry Jahja & B. Kleiner,
Industrial Management, pp 24-
26
Source: EBSCO
33 NCP-2 10%
Evaluation Components
1 Class participation 40%
2 NCP 1& 2 20%
3 WAC 10%
4 End Semester Exam 30%
115
Human Resource Planning
Program: MBA Course code: SLHR 601

Course Objective
To facilitate understanding of the purpose, process and applications of Human Resource Planning in the
context of different organizational strategies.
To create a critical appreciation and knowledge for understanding the determininants of HR

requirements and means for meeting those requirements.
Textbook
BOOK AUTHOR/ PUBLICATION
Strategic Human Resource Planning Monica Belcourt, Publishers: Thomson-Nelson
Reference Books
Book Author/ Publication
Handbook of Human Resource planning Gordon McBeath
Managing Human Resources Wayne Casio
Additional Readings suggested: Human Resource Management Journal
116
Detailed Syllabus
Sr. Topic Description of the topic
No.
1 Introduction to HRP Definition and concept of HRP, benefits of HRP, HRP

Process at sub-unit and organizational ( Macro and Micro)
level,
2 HR Planning and Corporate Human resource planning components – short range, mid
Strategies range and long range. HR planning as a strategic process
– employees as resources- goal attainment, linking HR
processes to strategy, involvement in strategic planning
process, strategic HR Planning Model, staffing system and
business strategy fit -.
3 HR Forecasting Factors influencing demand for HR, forecasting process,

time horizons, Age profile analysis, determining net HR
requirements. Factors incluencing supply.
4 DemandForecasting Techniques Various metnods, Ratio analysis, Index analysis –
executive judgment - expert forecasts – Delphi
technique- Nominal group technique – HR Budget and
Staffing Table, Scenario forecasting, Job analysis.
Meaning and Definition, Job analysis, Role analysis
Job Analysis
process, Techniques of job analysis, Methods and practice
of Job analysis, Competency Based Approach
5 Supply forcasting Sources of supply – internal Vs external, skill and

management inventory, Forecasting techniques- Markov
Models, Vacancy model. HR retention programs – as an
aid for supply of HR.
6 Career Planning Definition, concepts stages of career development
process and organizational HR policies, career Anchors-
stages of growth and career, career planning process,
Women related issues in HR planning.
7 Succession Management Succession management process and Management
development programs, Objectives of MDP’s, Job
Rotation, Auditing MDP’s Management development
methods, challenges of succession management,
replacement analysis.
8 HRP in Restructuring HRP issues in Mergers and Acquisitions
117
9 Staffing in International context Global managerial selection criteria, elements of cross-
cultural training, importance of Repatriation procedure,
repatriation as career development
10 Outsourcing Concepts, HR functions- outsourcing, rationale for
outsourcing. Impact of out outsourcing on manpower
needs, management of outsourcing. Costs of
recruitment and replacement, Costing issues
11 Technology and HRP Occupational Transformation – Technology up- gradation
and employment in Indian industries
12 Downsizing Meaning of downsizing and restructuring, HR issues in
strategies, psychological contract, :High involvement’
HRM in down sizing, Labour relations issues, issues and
implications , VRS, Educational training and Relocation
13 HRMS content and modules
14 Recruitment: The recruitment process – Internal/External –

Advertisement- Importance of Application Blank- Truth in
Hiring – Employer Branding – Issues relating cost of
recruitment.
118
Session Plan
S. Session Topic /Module Case Excercises/Activities

No. Plan
1 1 Introduction to HRP: Definition and ----
concept of HRP, benefits of HRP, HRP
Process at sub-unit and organizational (
Macro and Micro) level,
2 2, HR Planning and Corporate Discussion on Corporate

Strategies: Human resource planning plan
components – short range, mid range
3&4 and long range. HR planning as a
strategic process – employees as Case:
resources- goal attainment, linking HR The India Way: How India’s
processes to strategy, involvement in
top business Leaders are
strategic planning process, strategic
HR Planning Model, staffing system Revolutioning
and business strategy fit -. Management
Source: HBS – Premier (
HBP:6994ES)
4 5 HR Forecasting: Factors influencing Case:

demand for HR, forecasting process, Age diversity at Ashok
time horizons, Age profile analysis, Leyland Ltd. Narrowing the
general gap.
determining net HR requirements.
Source: CDC ( HRM 0065) GroupExercise-
Factors incluencing supply. Presentation:
Leave Policy with
reference to Human
6,7 resource planning –
implications of
policy framework.
5 8,9 Demand Forecasting Techniques: Case:

Various metnods, Ratio analysis, Index Planning in Professional
analysis – executive judgment - expert Service Firms.
forecasts – Delphi technique- Nominal Source: HBS – 9-903-085
119
group technique – HR Budget and
Staffing Table, Scenario forecasting,
Job analysis.
Group Exercise-
presentation:
Analysis of Job
requirements,
Designing Job
Description and Job
specification. – Job
10, 11 Job Analysis: Meaning and Definition, analysis as an
Job analysis, Role analysis process, important tool for
Techniques of job analysis, Methods HR forecasting and
and practice of Job analysis, control.
Competency Based Approach
6 12 Supply forcasting : Sources of supply – Discussion on markov
internal Vs external, skill and model, and skill inventory
management inventory, Forecasting
techniques- Markov Models, Vacancy
model Case:
The Retantion of Talent –
How to connect with young
13,14
workers.
HR retention programs – as an aid for Source: HBS (Excerpted
supply of HR. from:Workforce Crisis.
2249BC)
Case:
Keeping the best - Why
Retention matters-
Source: HBS (Excerpted
from: Manager’s Toolkit.
5085BC)
Case:
Microsoft Corporation-
Best Practices in HRM
Source: ICMR – HROB/127.
15
7 16 Career Planning and Succession Case:

Management : Definition, concepts Midlife career: Career
120
stages of career development process stages and Managing
and organizational HR policies, career confusions.
Anchors-stages of growth and career, Source: CDC
career planning process, Women
related issues in HR planning.
17 Case:
Succession management process and Succession Planning at GE
Management development programs, Source: ICMR –HROB/056
Objectives of MDP’s, Job Rotation,
Auditing MDP’s Management
development methods, challenges of Succession planing
18, succession management, replacement Worksheet
analysis. Source: HBS – 9-
899-023
19
NCP Test
8 20 HRP in Restructuring: HRP issues in Case:
Mergers and Acquisitions HR Restructuring at Lucent
Technologies.
Source: ICMR – HROB/055
9 21 Staffing in International context: Case:
Global managerial selection criteria, An International career
elements of cross-cultural training,
Move.
importance of Repatriation procedure,
Source: Strategic HRP text
repatriation as career development
book – page 320. By
Monica Belcourt.
10 22 Outsourcing: Concepts, HR functions- Discussion on the

outsourcing, rationale for outsourcing. importance of Outsourcing .
Case:
Impact of out outsourcing on Contingent Workplace
23, manpower needs, management of Planning at Motorala
outsourcing. Costs of recruitment and
Source: HBS – 09902211
replacement, Costing issues of
replacement and retention.
121
NCP Test
24
11 25 Technology and HRP: Occupational Case:

Toyota Motor company’s
Transformation – Technology up-
Toyota technical training
gradation and employment in Indian institute in India.
Source: ICMR- CLHR/003
industries –
26 Downsizing – Meaning of downsizing Discussion on downsizing –

12 and restructuring, HR issues in role of HR.
strategies, psychological contract,
:High involvement’ HRM in down Case:
sizing, Labour relations issues, issues HumanResource
27
and implications , VRS, Educational Management System
training and Relocation Reforms at Matsushita.
Source: ICMR-HROB/028
13 28,29 HRMS – content and modules Discussion on importance

of HRMS.
Case:
HRMS at Canada Bread
Limited
Source: Strategic HRP- text
book – by Monica Belcourt
– page 155.
14 30 Recruitment:
Discussion on application
The recruitment process – blank.
Internal/External – Advertisement-
Importance of Application Blank- Truth
in Hiring – Employer Branding – Issues
relating cost of recruitment.
Discussion on chapters.
HBSP: Book chapters:
The Hiring Process:
Attracting the best people.
Excerpted fromBook:
122
31,32 Hiring and keeping the
best people)
(ISBN-10:1-4221-0702-7)
Beyond the Hiring Process:

Details you need to know.
(Excerpted from Book :
Hiring and keeping the
best people)
Case:
Recruitment Strategies:
Exploring the Dimensions
in the Indian Software
Industry.
Source: Asian Journal of
Management cases. ( 4
(1),2007:5-25)
33
Evaluation Components
2 NCP 30%
123
Industrial Relations & Employment Laws
Program: MBA Course Code: SL HR 610
Course Objectives
The IR & EL course has following broad objectives.
The course is designed to achieve the following learning objectives:
a) Provide a basic understanding of labour-management Issues and practices.

b) Understand and analyse how IR is vital to the organizational context.
c) Analyse IR issues and develop the ability in students to think about the trade-offs involved in
the process
d) Familiarise the theory and practice of IR and Employment laws.
Textbooks
Industrial Relations VenkataRatnam, Oxford University press, 2006
An Handbook of Industrial Laws N D Kapoor, S Chand, 2005
Reference books and Additional Readings

BOOK AUTHOR/ PUBLICATION
Dynamics of Industrial Relations Mamoria, Mamoria &Gankar, Himalaya,2005,
15th Ed
Industrial Relations B.D. singh, Excel Books, 2004
Indian Journal of Industrial Relations
Management & Labour Studies.
Labour Law reporter
Indian Journal of Labour Economics

Economic & Political Weekly (Special
supplement on Labour
Human Capital
124
Detailed Syllabus
Sr.No Topic Description of the topic
1 Industrial Relations : Concept, Perspective and
Organization,Globalisation and industrial
relations
2 Trade Unionism Theoretical Foundations and legal Framework:
Concept, History, objectives Functions,
Approaches, types, Structure,trends and
challenges
3 Collective Bargaining: Patterns,ProcessLegal framework, Negotiation,
Stakeholders,
Issues and concerns
4 The Role of Government in Philosophy, Types, Instruments and, means of
Industrial Relations: state intervention, Challenges.
5 Employee Grievance: Causes, Consequences and redressal
mechanism
6 Discipline and Disciplinary Concept,causes,consequences,
Action: Priniciple of Natural justice
progressive disciplinary system
7 Workers participation in Objectives,forms,
Management stakeholder roles and WPM effectiveness
8 Trade Union Act,1926 Trade Union Act,1926
9 Industrial Disputes Act,1947 Industrial Disputes Act,1947
10 Factories Act,1948 Factories Act,1948
11 ESI act,1948 ESI act,1948
12 Industrial Employment Standing Industrial Employment Standing orders
orders Act,1946 Act,1946
13 PF Act,1952 PF Act,1952
14 Minimum Wages Act,1936 Minimum Wages Act,1936
15 Payment of wages Act,1948 Payment of wages Act,1948
Session Plan
Sessions Topic Case Readings
1-3 Industrial Relations: Concept, 1.Parental Impositions( Text 1.Venkata Ratnam-
Perspective and book Case,pp56-58) Industrial relations, Chapt-
Organization,Globalisation and I,II&III(Text Book)
industrial relations
2. Labour, Class and
economy:rethinking Trade
union Struggle-Chakrabarti
&Dhar,EPW,May 2008
125
4-10 Trade Unionism-Theoretical 1.Merger Blues 1.Venkata Ratnam-
Foundations and legal Framework: ( Text book Casepp 152-153) Industrial relations, Chapt-
Concept, History, objectives 2. IG Metal- a trade union in V,VI&VII(Text Book)
Functions, Approaches, types, Crisis(ICMR-HROB/084)
Structure,trends and challenges 2.Economic Liberalisation,
Work and Democracy-
Gooptu,EPW,May2007
11-12 Collective Bargaining: 1. Collective Bargaining: the 1.Venkata Ratnam-

Patterns,ProcessLegal framework, GM – UAW deal(ICMR- Industrial relations, Chapt-
Negotiation, Stakeholders, HROB/109) VIII(Text Book)
Issues and concerns
13-15 The Role of Government in Industrial 1.Power Sector Reforms leave 1.Venkata Ratnam-
Relations: Philosophy, Types, employees in the lurch(Text Industrial relations, Chapt-
Instruments and, means of state book case,pp-291-292) IX(Text Book)
intervention, Challenges.
2. Flexibility, Employment
and Labour Market
Reforms in India-
Sharma,EPW,May2006
16-17 Employee Grievance: 1.Venkata Ratnam-

Causes, Consequences and redressal Industrial relations, Chapt-
mechanism XIX(Text Book)
18-19 Discipline and Disciplinary 1.Venkata Ratnam-

Action:Concept,causes,consequences, Industrial relations, Chapt-
Priniciple of Natural justice XIX(Text Book)
progressive disciplinary system
20-21 Workers participation in 1.Cases on Individual 1.Venkata Ratnam-
Management:Objectives,forms, Enterprises(Text book case,pp Industrial relations, Chapt-
stakeholder roles and WPM 551-554) XVIII(Text Book)
effectiveness
2. Globalisation and
Labour-Roy Chowdhury,
EPW,January2004
22 *Trade Union Act,1926 1.Supreme court judgment in 1.Venkata Ratnam-

case of Tamil Nadu government Industrial relations, Chapt-
Employees Strike(Text Book VI(Text Book)
Case,pp 102-106)
23-24 *Industrial Disputes Act,1947 Labour Unrest at Honda 1.Venkata Ratnam-

Motorcycles and scooters Industrial relations, Chapt-
India(ICMR,HROB 104) XIV(Text Book)
126
25-26 *Factories Act,1948 Discussions / Judgments 1.Venkata Ratnam-
Industrial relations, Chapt-
XIII(Text Book)
27-28 *ESI act,1948 Discussion / Judgments 1.Venkata Ratnam-
XVI(Text Book)
29-30 *Industrial Employment Standing Discussion / Judgments 1.Venkata Ratnam-
orders Act,1946 Industrial relations, Chapt-
XI(Text Book)
31 *PF Act,1952 Discussion 1.Venkata Ratnam-
XVI(Text Book)
32 *Minimum Wages Act,1936 Discussion / judgments 1.Venkata Ratnam-
XII(Text Book)
2. Impact of Trade Unions,

Employment and
Technology on Wages-
Dhanaraj,EPW,Dec2009
33 *Payment of wages Act,1948 Discussion / judgments 1.Venkata Ratnam-

XII(Text Book)
Evaluation Components:
1 Class Participation 40%(CP1-10,CP2-15 & CP3-15)

2 Class Test 20% (CT1-10&CT2-10)
3 WAC 10%(WAC-I-10& WAC-II-10)
4 End Term 30%
127
Performance Management & Reward Systems
Course Objective
Organizations strive to achieve their maximum potential by utilizing their human resources in the best
way possible. At the same time, they have to design and implement rewards strategies for their
employees so that they retain them and extract their best performance. This course is designed to
provide a detailed understanding of various policies and practices, along with relevant conceptual
knowledge which would equip the students to use them as successful managers in organizations.
Text Book
Book Publication
Performance Management (2nd Edition) -Herman Aguinis. Publisher: Pearson (2009
Compensation (9th Edition) Milkovich, Newman & Venkata Ratnam. Publisher:
Tata McGraw Hill Private Ltd (2010)
Reference Books
Book Author/Publication
Performance Management Armstrong & Baron. Publisher: Jaico Publishing
House (2010)
Compensation Management in a Knowledge- Henderson. Publisher: Pearson (2009)
Based World (10th Edition)-
Detailed Syllabus
Sr. no Topic Description of the Topic
1 Introduction Performance Management-
Concept, Purposes , Characteristics
and Approaches: Traditional and
Modern
2 Performance Management Process Prerequisites, Planning, Execution,
Assessment, Review, Renewal and
Recontract
128
3 Performance Management System Implementation:
Approaches to
Measurement: Trait/
Behavior/Results
Measuring Results and
Behavior, Gathering
Performance Information
Implementing Performance
Management System
Performance & Potential
Appraisal
4 Performance Management and Employee Development:

Personal Development
Plans
Direct Supervisors’ Role
360 Degree Feedback
System
5 Performance Management Skills: Coaching, Coaching Styles,

Coaching Process, Performance
Review Meetings
6 Team Performance:
Teams and Implications for
Performance Management
Purposes and Challenges
Rewarding Team Performance
7 Foundations of Reward Management
Compensation and Non-
Compensation Dimensions
Financial and Non-financial
Rewards
Developing Compensation
Policies
Strategies
Forces Influencing
Development of
Compensation Strategy,
Aligning C&B Strategy with
Business Strategy
Guiding Principles
129
8 Developing Compensation System and Process:
Market Comparisons,
Role of Work Analysis and
Work Evaluation in
Developing a Compensation
System,
Elements of ‘Cost to
Company’
Developing Grade and Pay
Level Structures
Broad-banded Pay
Structures
Job-family Modeling
Communicating &
Implementing Pay Plans
9 Designing Variable Pay Plan for Rewarding Performance,

Variable Pay Philosophy
Competence and Contribution
Variable Pay Drivers
Variable Pay Design &
Implementation
ESOP
Contingent Pay: Skill-based
Pay/ Competence-based
Pay/Performance-based
Pay
Incentive Schemes, Bonus
Schemes, Profit-sharing,
Gain-sharing, Team
Rewards
10 Integrating Compensation and Performance Diagnosing the Current Situation,

Management Systems: Preparing Compensation Revision
Plans, Aligning changes to Internal
and External Factors, Implementing
and Communicating Revision Plans,
Pensions, Tax-considerations,
Executive Compensation,
Innovations in Reward
130
Sessions Plan
Sessions Module & Topics Case(s) Additional Readings
1. Aguinis, Chapter-1 (Text

Book)
1. Introduction 1.Taj Hotel Group (9-403-004)

Performance Management- 2. “Performance
1-3 Concept, Purposes , Characteristics Management from Multi-
and Approaches: Traditional and purpose Perspectives:
Modern 2. Playgrounds and Taking Stock”-Holloway,
Performance: Results International Journal of
Management at Kaboom Productivity
(A,B,C) and Performance
Management
(9-306-031,9-306-055,9-306- 58(4), 2009
056)
3. “Seven Deadly Sins of

Performance Management”-
Human Capital (January
2009)
1.Aguinis,Chapter-2 (Text
Book)
2. “Lessons from
1.Performance Management Experience: A new look at
2.Performance Management at Intermountain Healthcare Performance Management
Process: System”-
4-7 Prerequisites, Planning, Execution, (9-609-103) T.V.Rao,Vikalpa,33(3),July-
Assessment, Review, Renewal and Sept,2008
Recontract 2. Assessing Managerial Talent
at AT&T (A, B & C)
(9-482-035,9-482-036,9-482- 3. “Finding the Keys to
037) Performance Management”-
Vickers et al, Employment
Relations Today (Summer
2007)
4. “Corporate Performance
Management”
-Bourne et al, Measuring
Business Excellence, 7(3),
2003
131
3.Performance Management 1.Aguinis,Chapter-3,4,5 & 6
System Implementation: (Text Book)
8-11
Approaches to
1. City of Charlotte (A&B)
Measurement: Trait/
(9-199-036, 9-199-043) 2. “Towards Consistent
Behavior/Results
Measuring Results and
Systems”- Flapper et al,
Behavior, Gathering
2. Boston Lyric Opera International Journal of
Performance Information
(9-101-111) Operations and Production
Management, 16(7), 1996
Implementing Performance
Management System
Performance & Potential 3. “Performance Appraisal
Appraisal and True Performance”-
Cook, Journal of Managerial
Psychology, 10 (7), 1995
1.Aguinis,Chapter-7 (Text
4. Performance Management and 1. Global talent Management Book)
Employee Development: at Novartis
(9-708-486)
Personal Development
2. “360 Degree Feedback
Plans
12-14 and Performance
Direct Supervisors’ Role
2. Making the Grade (A & B) Appraisal”-Lepsinger and
360 Degree Feedback
(9-198-083,9-198-084) Lucia, Training, 4 (9), 1997
System
3. “13 Common Mistakes
Using 360 Degree
Feedback”, Source: ‘Optima
360’
1.Aguinis,Chapt-9(Text
Book)
2. “Appraisal Politics:
5. Performance Management Skills: 1. Rob Parson at Morgan Revisiting from Assessor’s
15-17 Coaching, Coaching Styles, Stanley (A,B,C,D) Perspective”- Dhiman &
Coaching Process, Performance (9-498-054,055,056,058) Singh, Vikalpa, 32(1),Jan-
Review Meetings March,2007
2. a) Mathew A Hunter 3. “Manager as a Trainer, a
b) Mathew B Hunter Coach and a Mentor”-
(9-806-203,204) Manikutty,Vikalpa,30(2),Apr
il-June,2005
132
6. Team Performance: 1.Aguinis,Chapter-11(Text
Book)
Teams and Implications for
18-20 1. Eureka Forbes Ltd:
Managing the Selling Effort 2. “Strategic Performance
Purposes and Challenges
Appraisal in Team-based
Rewarding Team
(9-506-003) Organizations: One Size
Performance
Does Not Fit All”- Scott &
Einstein, Academy of
Management Executive,
15(2), 2001
21 Class Test 1
7. Foundations of Reward
Management: 1. Lyondell Petrochemical
1.Milkovich et al- Chapter 1,
Compensation and Non-
(9-498-028) 2, 3 (Text Book)
Compensation Dimensions
Financial and Non-financial 2. “Performance Pay…For
Rewards 2. Belmont Industries Real” (Human Capital)
22-24 (A,B,C,D)
(9-301-016,017,018,019) 3. “Performance Pays”(
Policies
Human Capital)
Strategies
Forces Influencing
Development of
Compensation Strategy,
Aligning C&B Strategy with
Business Strategy
Guiding Principles
25-27 8. Developing Compensation 1. Milkovich et al-Chapter

System and Process: 4,5,6,7 & 8 (Text Book)
Market Comparisons,
2. “From Grades to Bands”
Role of Work Analysis and
(Human Capital)
Work Evaluation in
1. EFI Inc. (A,B,C)
Developing a
3. “Reap What You Sow: ROI
Compensation System,
(9-508-044,045,046) on Reward?” (Human
Elements of ‘Cost to
Capital)
Company’
133
Developing Grade and Pay
Level Structures
Broad-banded Pay
Structures
Job-family Modeling
Communicating &
Implementing Pay Plans
9. Designing Variable Pay Plan for

Rewarding Performance,
Competence and Contribution: 1. Milkovich et al- Chapter 9
& 10 (Text Book)
Variable Pay Philosophy
1. The Best-Laid Incentive
Variable Pay Drivers
Plans 2. “Compensation Strategy”
Variable Pay Design &
(Human Capital)
Implementation
28-30 (HBR-January 2003)
ESOP 3. “Variable Pay Revisited”
Contingent Pay: Skill-based (Human Capital)
Pay/ Competence-based 2. Performance Pay for MGOA
Pay/Performance-based Physicians (A,B,C) 4. “Why Incentive Plans
Pay Cannot Work”- Kohn , HBR,
Incentive Schemes, Bonus (9-904-028, 9-906-005, 9-906- September-October 1993
Schemes, Profit-sharing, 006)
Gain-sharing, Team
Rewards
10. Integrating Compensation and 1. “All For a Larger Slice of

Performance Management Cake” (Human Capital)
Systems:
Diagnosing the Current Situation, 2. “Changing Face of
31-32 Preparing Compensation Revision 1. Executive Compensation at Rewards” (Human
Plans, Aligning changes to Internal GE (A&B) Capital)
and External Factors, Implementing
and Communicating Revision Plans, (9-105-072, 9-105-070) 3. “Will Pay Make Them
Pensions, Tax-considerations, Stay”
Executive Compensation, (Human Capital)
Innovations in Reward
Management
33 Class Test 2
134
Evaluation Plan
2 NCP 30%
135
Training and Development
Class Of: 2013 Sessions: 33
Course Objective
Develop an understanding of, and acquire skills to plan, design, execute, and evaluate a
training/development program, Understand the organization context, and drivers to training/
development program, Experience the various tools and techniques used to deliver
training/development program, Be familiar with the learning theories, Be familiar with the role of the
trainer.
Text Book
Employee Training and Development (4th Ed.), Noe, R.A. 2010 , McGraw Hill
Reference Books
Book Author/Publication
Training in Organizations – Need assessment, Goldstein, I.L., Ford, J.K. 2007 , Cengage Learning
development, and evaluation,
Detailed Syllabus
Sr.No TOPIC Description of the topic
1 Introduction to training need for training & development, differences of training &
development, importance of training and development in
organization
2 Assessment Assessment phase, training & development phase, evaluation
phase, training administrators, effective usage of instructions
in training
3 Organizational support Organizational support for need assessment, organizational
analysis, operational analysis/ requirement analysis,
individual analysis, diagnostic meetings, training action plan
4 Learning theories ; Gagne’s; Bloom’s taxonomy, learning styles, stages of
learning; learning principles; models for becoming learning
organization; challenges to becoming learning organization;
trainee readiness; trainee motivation to learn; motivational
theories
136
5 Approaches An overview, traditional instructional approaches, modern
instructional approaches, Internal training versus External
training
6 Role of Trainers Qualities of a good Trainers, Internal Trainer Vs External
Training, Train the trainers
7 Evaluation Introduction to the evaluation process, introduction to the
criteria development, choosing criteria measures, the
evaluation criteria, phases of evaluation, experimental
designs, internal & external training validity, models for
evaluation, ROI on training
8 Training in various sectors Marketing, banking, BPO, IT, models for becoming learning
organization, challenges to become learning organization etc
Session Plan
Ses. No Topic/syllabus Case Readings
1-2 Introduction to training, 1. Calveta Dining Chapter 1. Introduction to training and
need for training & Services Inc: A Development (Employee Training and
development, differences Recipe for Growth Development, Raymond Noe)
of training & development, (James Haskett,
importance of training and Patricia Girardi, Additional Reading:
development in Ref. 4261-PDF- Chapter 1. The training context
organization ENG; Harvard (Training in organizations 4e, Irwin
Business School L.Goldstein and J. Kevin Ford)
Publishing)
1B. Zheng, C., Hyland, P. 2007. Training
2.Leading Change practices of multi national companies in
at Simmons Asia. Journal of European Industrial
(A)(Tiziana Training, 31(6): 472-494
Casciaro, Amy
Edmondson,
406046-PDF-ENG;
Harvard Business
School Publishing)
3-4 Assessment phase, training 3.Developing first Chapter 2. Stategic training (Employee
& development phase, level leaders training and development, Raymond
evaluation phase, training (Source: HBR, Noe, p.40-60)
administrators, effective EBSCO)
usage of instructions in Additional Reading
training 4. Motorola U: Chapter 2: A systematic approach to
When training Training(Training in organizations 4e,
becomes Irwin L.Goldstein and J. Kevin Ford)
Education (William
Wiggenhorn, 2A.Matsumoto. I.T., Thorpe, T. 2005.
Harvard Business Developing a framework to measure
School Press, organizational and employee skills
137
90413-PDF-ENG) development in a professional
engineering design consultancy.
Construction Innovation, 5: 53-66
5-8 Organizational support for 5.How GE teaches Chapter 3: Need Assessment (Employee
need assessment, teams to lead Training and Development, Raymond
organizational analysis, change (HBR, Noe)
operational analysis/ Source: EBSCO)
requirement analysis, Additional Reading:
individual analysis, 6.Tanpin Kanri:
diagnostic meetings, Retail practices: 3A.Schell, W.J. 2008. Building a
training action plan Retail practice at knowledge management framework to
Seven Eleven overcome the challenges of developing
Japan; Rajiv Lal, engineering teams in financial services.
Arpar Han, Source: Engineering Management Journal,
Harvard Business 20(1): 3-9
School Press;
506002-PDF-ENG)
Proposed Guest
Lecture on
Training Program
Implementation
9-16 Learning theories; Gagne’s; 7.Learning from Chapter 4:Learning: Theories and
Bloom’s taxonomy, learning Customer Program Design (Employee Training and
styles, stages of learning; Defection Development, Raymond Noe)
learning principles; models (Frederick
for becoming learning Reichheld, Source: Additional Reading:
organization; challenges to Harvard Business 4A.Illeris, K. 2007. What do we actually
becoming learning Review) mean by experiential learning? Human
organization; trainee Resource Development Review, 6(1): 84-
readiness; trainee 8.Ninth House e- 95
motivation to learn; learning software
motivational theories (Amy Edmondson, 4B.Yang, S. Joy, M. 2009. Designing E-
Frances Frei, and Learning Services: A case-study, iJAC
Corey Hajim, 2(4): 35-43
Source: Harvard
Business School, 4C.Tams, S. 2008. Self-directed social
601047-PDF-ENG) learning: the role of individual
differences, Journal of Management
9.Getting Development, 27(2): 196-213
Participant
Centered Learning 4D.Georgellis, Y., Lange, T. 2007.
to Work (Thomas Participation in continuous, on-the job
Piper, James training and the impact on job
Heskitt, and satisfaction: longitudinal evidence from
Gustava Herrero; the German labour market.
Source: Harvard International journal of Human
Business School Resource Management, 18(6): 969-985
138
Press, 805007-
PDF-ENG) 4E.Egan, T.M. 2008. The relevance of
organizational sub culture for
10.Organizational motivation to transfer learning. Human
Learning and Resource Development Quarterly, 19(4):
Purchase-Supply 299-322
relations in Japan:
Hitachi, 4F. Approaches to Training and
Matsushita, and Development (3rd Ed.; Dugan Laird,
Toyota compared; p.125-182)
Source: EBSCO/
California
Management
Review)
11.MSpace: Group
M’s interactive
digital learning
system aping
social networks
(ICMR)
12.Barbara Norris:
Leading change in
general surgery
unit; Source:
Harvard Business
School, 409090-
PDF-ENG)
18-24 An overview, traditional 13.Training and Chapter 7. Traditional Training Methods
instructional approaches, Development: GE Chapter 8. E-Learning and use of
modern instructional Way (Source: technology in training
approaches, Internal ICMR) Chapter 9. Employee Development,
training versus External (Employee Training and Development,
training 14.Wishart, N.A., Raymond Noe)
Joyce, J.E., Robey,
D.J. 1996. Additional Reading:
Redrawing the 5A.Palvia-Jha, S.C., Palvia, P.C.2008.
portrait of a The effectiveness of using computers
learning for software training: An exploratory
organization: study. Journal of Information Systems
Inside knight-rider Education, 18(4): 479-489
Inc (Source:
JSTOR)
15.Case study of
BELL E-Learning:
Award-Winning,
139
Interactive E-
Learning on a Non
profit Budget
(Marquart M., and
Rizzi Jones, http:
//www.i-jac.org,
available on
EBSCO)
16.Role Play as a
Sales Training
Tool; Larry
Robinson; Harvard
Business Review;
87310-PDF-ENG)
Calveta Dining
Services Inc: A
Recipe for Growth
(James Haskett,
Patricia Girardi,
Ref. 4261-PDF-
ENG; Harvard
Business School
Publishing)
25-26 Role of Trainers, Qualities Proposed Guest Chapter 1. Introduction to employee
of a good Trainers, Internal Lecture- role of training and development (p.29-32)
Trainer Vs External Training, Training
Train the trainers Managers, Chapter 4. Learning: Theories and
Training Program Design (p.136-138; Employee
Managers versus Training and Development, Raymond
other functional Noe)
managers in the
organization, and Additional Reading:
training as a 6A.Approaches to Training and
consulting project Development (3rd Ed.; Dugan Laird,
p.21-36)
6B.Training strategy for implementing

training (Martyn Sloman. P.231-253)
27-30 Introduction to the 18. Assessing Chapter 6. Training Evaluation,

evaluation process, Managerial Talent (Employee Training and Development,
introduction to the criteria at At&T; Source: Raymond Noe)
development, choosing Harvard Business
criteria measures, the School Press, Additional Reading:
evaluation criteria, phases Micheal Beer, 7A.Movius, H., Susskind, L. Why training
of evaluation, experimental Ellen Steen; alone often fails. In Movius, H. &
140
designs, internal & external 482035-PDF-ENG) Susskind, L. Built to Win: Creating a
training validity, models for world-class negotiating organization,
evaluation, ROI on training Proposed Guest Harvard Business Press
Lecture on Metrics
for Training 7B.Alvarez, K., Salas, E., Gorafano, C.M.
Return on 2004. An integrated model of training
Investment evaluation and effectiveness. Human
Resource Development Review, 3(4):
385-416
7C.Approaches to Training and

Development (3rd Ed.; Dugan Laird,
p.221-279
Training strategy for implementing

training (Martyn Sloman, p.175-204)
31-32 Training in various sectors 19. Diversity
including marketing, training at Toys
banking, BPO, IT, models “R” Inc (Source:
for becoming learning ICMR)
organization, challenges to
become learning 20. Arcelor Mittal
organization etc SA: English
language training
for global
competitiveness
(Source: ICMR)
Note: Internal Exam 1 and 2 will be conducted in the sessions 17 and 33 respectively
Evaluation plan:
S Component Weightage
No
2 NCP 30%
141
Project Management
Program : MBA Course Code: SLOM 607
Class of : 2013 Credits: 3
Semester : III Session: 33
Course Objective
This course helps students to explore all aspects of project management covering project identification,
formulations, planning, scheduling, and control. It will enable students to acquire the concepts, tools &
techniques of project management and to get an exposure to MS Project software.
Text Book

Project Management for Business, Engineering John M. Nicholas and Herman Steyn, Elsevier,
and Technology: Principles & Practice 2008, 3rd Edition
Reference Books

Jack R. Meredith and Samuel J. Mantel, John
Project Management: A Managerial Approach
Wiley & Sons, 2011, 8th Edition
Project Management Dennis Lock. Gower, 2007, 9th Edition
Modern Project Management: Successfully
Integrating Project Management Knowledge Norman R. Howes, Amacom, 2001
Areas and Processes
Project: Planning, Analysis, Selection, Financing, Prasanna Chandra, Tata McGraw-Hill, 2009, 7th
Implementation and Review Edition
Jack Gido and James P. Clements, Cengage
Successful Project Management
Learning, 2009, 4th Edition
Clifford F. Gray and Erik W. Larson, Tata McGraw-
Project Management: The Managerial Process
Hill, 2008, 3rd Edition
142
Detailed Syllabus
S No Topic Description of topic

1 Introduction to Project Definition, functions, evolution of project management,
Management classification of projects, project management in
different environments
2 The Project Management Systems approach, system analysis, systems
Systems, Methodologies & development, project feasibility, project life cycle,
Systems Development Cycle project appraisal, project contracting, the phases of
systems development cycle
3 Project Feasibility Study Developing a project plan, market & technical analysis,
financial analysis, evaluation of project proposals, risk
analysis, sensitivity analysis, social cost benefit analysis
4 Project Planning Planning fundaments, project master plan, work
breakdown structure & other tools of project planning,
work packages, work organization structure &
responsibilities, responsibility matrix
5 Project Scheduling Use of Gantt charts & network diagrams, activity of
node diagrams, activity on arrow diagrams, the critical
path, time based networks
6 PERT, CPM, Resource Allocation Tools & techniques for scheduling development,
& GERT crashing of networks, time-cost relationship, resource
levelling, multiple project scheduling, GERT
7 Cost Estimation & Budgeting Cost estimating process elements of budgeting, project
cost accounting & management information systems,
cost schedules & forecasts
8 Managing Risks in Projects Risk concept & identification, risk assessment, risk
priority, risk response planning, risk management
methods
9 Project Control Information monitoring, internal external project
control, cost accounting systems for project control,
control process, performance analysis, variance limits,
issues in project control
10 Project Management Computer-based tools, features of PMIS, using project
Information Systems management software (MS Project)
11 Project Evaluation, Reporting & Project reviews & reporting, closing the contract
Termination
12 Project Organization Structure Requirements of project organizations, different
& Integration structure & integration in large scale projects, roles of
project manager & project team
13 Managing Participation, Leadership in project management, building teams,
Teamwork & Conflict resolving conflicts
14 Final Project Report Review
143
Session Plan
S. No. of Reading
Topic Case
No. Sessions Material
Introduction to Project Disaster Recovery at Marshall Field’s
1 2 Chapter 1
Management (Text Book Case 1.1, pp. 28-29)
Merger Integration of Bank of America
The Project Management – The TrustWeb Project (HBS Case 9-
2 Systems, Methodologies & 4 610-054) Chapter 2
Systems Development Cycle The AtekPC Project Management
Office (HBS Case 9-308-049)
Sakhalin-1 Project: Delivering
Excellence in Project Execution (ICMR
Chapter 3
3 Project Feasibility Study 4 Case: OPER 093)
&4
Nighe An Tate & Lyle Sugar Company
(Vietnam) (HBS Case 9-202-054)
The Delhi Metro Project: Effective
4 Project Planning 2 Project Management in the Indian Chapter 5
Public Sector (ICMR Case: PROM 005)
City Center (B) – Economics and
5 Project Scheduling 3 Chapter 6
Delivery (HBS Case N2-209-094)
PERT, CPM, Resource Reynold’s Space Constructors (HBS
6 2 Chapter 7
Allocation & GERT Case 9-675-017)
The Chunnel Project (Text Book Case
7 Cost Estimation & Budgeting 2 Chapter 8
8.2, pp. 330)
Poland’s A2 Motorway (HBS Case 9-
202-030)
8 Managing Risks in Projects 2 Vertex Pharmaceuticals – R&D Chapter 10
Portfolio Management (A) (HBS Case
9-604-101)
The Cybersonic Project (Text Book
9 Project Control 2 Chapter 11
Case 11.1, pp. 448-449)
Supply Chain Management in L&T (ECC
Project Management
10 4 Division) (ICMR Case: OPER 045) -
Information Systems
MS Project software Demo
Project Evaluation, Reporting &
11 1 - Chapter 12
Termination
Project Organization Structure Salt Lake Organizing Committee: 2002 Chapter 13
12 1
& Integration (HBS Case 9-604-092) & 14
Managing Participation, Teradyne Corporation: The Jaguar
13 1 Chapter 15
Teamwork & Conflict Project (HBS Case 9-606-042)
14 Final Project Report Review 3 - -
Total 33
144
Evaluation Plan
1 Class Participation-I 05%
2 Class Participation-II 10%
3 Class Participation-III 15%
4 Mid-Term Exam 20%
5 Interim Project Report 20%
6 Final Project Report 20%
7 End-Term Exam 30%
145
Supply Chain Management
Program : MBA Course Code: SLOM 606
Class of : 2013 Credits: 3
Semester : III Session: 33
Course Objective
This course introduces the concept of supply chain management. It also provides an understanding of
logistics while underlying the importance of supply chain management in different kinds of industries.
This course provides an integrated view of purchasing, production, distribution and logistics function.
Text Book

David Simchi-Levi, Philip Kaminsky, Edith Simchi-
Designing and Managing the Supply Chain: Levi and Ravi Shankar, Tata McGraw-Hill
Concepts, Strategies and Case Studies Education (Special Indian Edition), New Delhi,
2008, 3rd Edition
Reference Books

Supply Chain Management: Strategy, Planning Sunil Chopra, Peter Meindl and D.V. Kalra,
and Operation Pearson Education, New Delhi, 2010, 4th Edition
Supply Chain Redesign: Transforming Supply Robert B Handfield and Ernest L Nicholas, Jr.
Chains into Integrated Value Systems Pearson Education, New Delhi, 2004
Logistics: An Introduction to Supply Chain Donald Walters. Palgrave, Macmillan. New York,
Management 2003
David A Taylor. Pearson Education, New Delhi,
Supply Chains: A Manager’s Guide
2004
146
Detailed Syllabus
S No Topic Description of Topic

Introduction to Supply Chain What is supply chain? – The development chain –
Management Global optimization – Managing uncertainty and risk –
The evolution of supply chain management – The
complexity – Key issues in supply chain management.
Inventory Management and Introduction – Single stage inventory control – the
Risk Pooling economic lot size model, the effect of demand
uncertainty, single period models, initial inventory,
multiple order opportunities, continuous review policy,
variable lead times, periodic review policy, service level
optimization – Risk pooling – Centralized versus
decentralized systems – Managing inventory in the
supply chain – Practical issues – Forecasting –
judgement methods, market research methods, time-
series methods, causal methods, selecting the
appropriate forecasting technique.
Network Planning Introduction – Network design – data collection, data
aggregation, transportation rates, mileage estimation,
warehouse costs, warehouse capacities, potential
warehouse locations, service level requirements, future
demand, model and data validation, solution
techniques, key features of a network configuration SCP
– Inventory position and logistics coordination –
strategic safety stock, integrating inventory positioning
and network design – Resource allocation.
The Value of Information Introduction – The bullwhip effect – quantifying the
bullwhip effect, the impact of centralized information
on the bullwhip effect, methods for coping with the
bullwhip effect – Information sharing and incentives –
Effective forecasts – Information for the coordination of
systems – Location desired products – Lead time
reduction – Information and supply chain trade-offs –
conflicting objectives in the supply chain, designing the
supply chain for conflicting goals – Decreasing marginal
value of information.
Supply Chain Integration Introduction – Push, pull and push-pull systems – push-
based supply chain, pull-based supply chain, push-pull
supply chain, identifying the appropriate supply chain
strategy, implementing a push-pull strategy – The
impact of lead time – Demand-driven strategies – The
impact of the internet on supply chain strategies.
Distribution strategies Introduction – Direct shipment distribution strategies –
Intermediate inventory storage point strategies –
traditional warehousing, cross-docking, inventory
pooling – Transhipment – Selecting an appropriate
147
strategy.
Strategic Alliances Introduction – A framework for strategic alliances –
Third-party logistics – what is 3PL?, advantages and
disadvantages of 3PL, 3PL issues and requirements, 3PL
implementation issues – Retailer-Supplier Partnerships
(RSP) – types of RSP, requirements for RSP, inventory
ownership in RSP, issues in RSP implementation, steps
in RSP implementation, advantages and disadvantages
of RSP, successes and failures – Distributor integration –
types of distributor integration, issues in distributor
integration.
Procurement and Introduction – Outsourcing benefits and risks – A
Outsourcing Strategies framework for Buy/Make decisions – Procurement
strategies – supplier footprint – E-Procurement.
Global Logistics and Risk Introduction – global market forces, technological
Management forces, global cost forces, political and economic forces
– Risk management – many sources of risks, managing
the unknown-unknown, managing global risks,
requirements for global strategy implementation –
Issues in international supply chain management –
international versus regional products, local autonomy
versus central control, miscellaneous dangers –
Regional differences in logistics – cultural differences,
infrastructure, performance expectation and
evaluation, information system availability, human
resources.
Coordinated Product and A general framework - Design for logistics – overview,
Supply Chain Design economic packaging and transportation, concurrent
and parallel processing, standardization, selecting a
standardization strategy, importance considerations,
the push-pull boundary – Supplier integration into new
product development – the spectrum of supplier
integration – keys to effective supplier integration – a
“bookshelf” of technologies and suppliers – Mass
customization – what is mass customization?, making
mass customization work, mass customization and
supply chain management.
Customer Value and Smart Introduction to customer value – The dimensions of
Pricing customer value – conformance to requirements,
product selection, price and brand, value-added
services, relationships and experiences, dimensions and
achieving excellence – Introduction to smart pricing –
Price and demand – Markdowns – Price differentiation
– Revenue management – Smart pricing – differential
pricing, dynamic pricing – Impact of the internet –
Caveats.
148
Information Technology and .: Introduction – The importance of business processes
Business Processes – Goals of supply chain IT – Supply chain management
system components – decision-support systems, IT for
supply chain excellence – Sales and operations planning
– Integrating supply chain information technology –
implementation of ERP and DSS, “best of breed” versus
single-vendor ERP solutions.
Local Issues in Supply Chain Introduction – Supply chain issues during natural
Management disasters and other calamities – Supply chain issues for
SMEs – Organized retail in India – Reverse logistics.
Supply Chain Performance ICMR concept note on measuring the supply chain
Measurement performance.
Session Plan
S. No. of Reading
Topic Case
No. Sessions Material
Global Supply Chain Management
HBS BEP-
Introduction to Supply Chain (Harvard Book Chapter)
1 2 047 &
Management Rapid Fire Fulfillment at Zara (HBR
Chapter 1
R0411G)
Inventory Management and Sport Obermeyer Ltd (HBS Case 9-695-
2 3 Chapter 2
Risk Pooling 022)
Domino's India Logistics Management
3 Network Planning 2 Chapter 3
(ICMR Case: OPER 005)
The Bullwhip effect in Supply Chains
4 The Value of Information 2 Chapter 5
(HBS Case SMR 029)
Quantum Corporation: eSupply Chain
5 Supply Chain Integration 2 Chapter 6
Group (HBS Case 9-601-099)
Amazon.com's European Distribution
6 Distribution strategies 2 Chapter 7
strategy (HBS Case 9-605-002)
Tom Muccio: Negotiating the P&G
7 Strategic Alliances 3 Relationship with Wal-Mart (HBS Case Chapter 8
9-907-013)
Procurement and Excel plc Supply Chain Management at
8 2 Chapter 9
Outsourcing Strategies Haus Mart (HBS Case 9-605-080)
IKEA's Global Sourcing Challenge: Indian
Rugs and Child Labor (HBS Case 9-906-
414)
Global Logistics and Risk Fast Global & Entrepreneurial SCM -
9 3 Chapter 10
Management Interview with Victor Fung (HBR
R98507)
149
Hewlett-Packard Company DeskJet
Coordinated Product and
10 3 Printer Supply Chain (A) (HBS Case GS- Chapter 11
Supply Chain Design
3A)
Customer Value and Smart The Great Rebate Runaround (Text Chapter 12
11 2
Pricing Book Case, pp.414-417) & 13
Information Technology and CISCO Systems Inc: Implementing ERP
12 2 Chapter 14
Business Processes (HBS Case 9-699-022)
Local Issues in Supply Chain The ITC eChoupal Initiative (HBS Case 9-
13 2 Chapter 16
Management 604-016)
Measuring the Supply Chain
Supply Chain Performance Performance (ICMR Concept Note) OPER/CN0
14 3
Measurement National Cranberry Cooperative (HBS 09/1.0
Case 9-688-122)
Total 33
Evaluation Plan
4 NCP 30%
5 Seemster End Exam 30%
150
Business Intelligence
Program: MBA Course Code SL IT 609

Semester : III Credits: 3
Objective
To provide concepts & techniques of Data Mining Analysis Tools (DMAT) which are different from
various statistical techniques.
To equip the students with skills to perform data analysis and conclusions independently with
special focus on Data Mining (DM) applications with SAS.
Text Book
Book AUTHOR / PUBLICATION
Data Mining Using SAS Enterprise Miner Randall Matignon, John Wiley & Sons Inc,
Reference Books
REFERENCE BOOKS AUTHOR / PUBLICATION
Applied Multivariate Techniques Sharma Subhash - John Wiley & Sons, 1996
Using Multivariate Statistics’ Tabachnick B.G. & Fidell L.S - Allyn &
Bacon, 1996.
Multivariate Data Hair J.F, Anderson R.E., Tatham R.L, Black
W.C - Hair. Pearson Education, 2003.
Detailed Syllabus
S No Topic Description of Topic
1 Introduction to Business Applications in Marketing and Customer Relationship
Intelligence Management: A Statistical perspective of Data Mining - -
Tasks performed with data mining - Applications of data
mining – Concept of Learning, Knowledge discovery,
Analytical Intelligence, Enterprise Intelligence
2 Examining Data using SAS Basic Statistical concepts of measures of central tendency
variance, kurtosis, skewness. Use of Histogram and Box
Plots. Testing for normality using Q-Q Plots , Power
transformations, Outlier detection, Handling missing
values, Testing the assumptions of multivariate analysis-
151
BLUE - Assessing individual variables Vs variate -
Normality – Heteroscedasticity, autocorrelation &
Multicollinearity –
3 Identification and absence of correlated errors - Important issues in data
solutions screening - Complete examples of data screening –
Outlier analysis - Residual analysis – Generalized linear
models –- Data partition into Training, validation and
testing
4 SAS Programming Basics of Programming - Data input through programming
- Data Steps and Proc steps Simple SAS Programming –
Construction of charts and plots using SAS steps
5 Logistic Regression Concept of odds ratio - Wald’s confidence interval and
construction – Concept of Concordant, discordant and
tied pairs Basic concepts of logistic regression - Logistic
regression with only one categorical variable - Logistic
regression and contingency table analysis - Logistic
regression for combination of categorical and continuous
independent variables – Stepwise backward and forward
regression methods in multivariate logistic regression
Comparison of logistic regression and discriminant
analysis
6 Decision Trees Introduction - Growing a decision tree - concept of
logworth – algorithms chaid & cart importance of variable
selection Test for choosing the best split – Pruning -
Extracting rules from trees - Alternate representations for
decision trees - Decision trees in practice.
7 Time Series Forecasting Stationarity non stationarity Exponential Smoothing -
ARIMA Models – (AR Process - Moving Average Process -
ARMA Process - Box Jenkins Methodology )
8 Artificial Neural History - Real Estate Appraisal – Concept of a link function
Networks - Neural Networks for Directed data Mining - Neural Net -
The Unit of a Neural Network - Feed-Forward Neural
Networks - Back Propagation Heuristics for using Feed-
Forward - Back Propagation Networks - Choosing the
Training Set - Coverage of Values for All Features -
Number of Features - Size of Training Set - Number of
Outputs - Preparing the Data - Features with Continuous
Values - Features with Ordered, Discrete (Integer) Values
- Features with categorical values - Other Types of
Features - Interpreting the results - Neural Networks for
Time series - Example: Finding Clusters - Lessons Learned
9 Association Algorithms Concept of support confidence lift and gain Defining
Market Basket Analysis - Three Levels of Market Basket
Data - Order Characteristic - Item Popularity - Tracking
152
Marketing Inventories - Clustering Product Usage -
Association Rules - Actionable Rules - Trivial Rules -
Inexplicable Rules - Building Association
10 Rules Choosing the Right Set of Items - Product Hierarchies Help
to Generalize Items - Virtual Items Go Beyond the Product
Hierarchies - Data Quality Anonymous Versus Identified -
Generating Rules From All the Data - Calculating
11Confidence - Calculating Lift - The Negative Rule - The
Problem of Big Data. Real life business applications of
Business Intelligence - Student projects.
Session Plan
S no No of
Topic
Sessions
1 Introduction to BI 2
2 Examining Data (Enterprise Guide) 3
3 Exercises on Examining Data 2
4 SAS Programming 4
5 Logistic Regression 2
6 Exercises on LR 2
7 Decision Trees (DT) (Enterprise Miner) 3
8 Exercise on DT 2
9 Time Series Forecasting (TSFS) 3
10 Exercise on Time Series Forecasting 1
11 Artificial Neural Networks 3
12 Exercise on ANN 2
13 Association Rules 2
14 Exercise on Association Rules 1
15 Real life business applications of BI 1

Total 33
153
Evaluation Plan
4 NCP 30%
5 Semester End Exam 30%
154

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Index

Book AUTHOR / PUBLICATION

Corporate Governance Erik Banks, Macmillan, 2004

1 Business Ethics Introduction to Business Ethics, Ethics, Morals & Values,

6 Corporate Governance History of Corporate form and models - Corporate Objectives

7 Nature & Evolution of Global and National Perspectives – Global Corporate

9 External Corporate Regulators, Gate keepers, Institutional Investors, Corporate

11 Corporate Governance corporate form in India 50s to 90s – developments in

31 CG in India Study of Indian CG 23.Company Governance Revitalizing

Program: MBA Course Code: SLGM611

Book Title Author, Publication & Edition

Book Title Author, Publication & Edition

S.No Topic Description

2 Understanding Strategy Development Process in organizations, Intended &

4 Strategic Capability The strategic importance of resources – available resources –

5 Communicating Mission Statements – objectives, strategic leadership –

Session Topic Case Title, Source and page/case reference Reading

21-22 Corporate level & Google Inc. (HBS-910036)

China Construction America (A): The Road

Book Title Author, Publication & Edition

Book Title Author, Publication & Edition

2. Business Marketing Michael D. Hutt, Thomas W. Spech 9 Edition, Cengage Learning

3. Industrial Marketing (2nd Krishna K. Havaldar

(3),(4) Free Markets online

Emotiv Systems Inc: Its Thought

HBR article discussion

Developing and Precise Software Solutions

Developing and Signode Industries Inc.

Business Marketing Atlas Copco A,B.C

Business Marketing Centra Software

Reverse Auctions HBR article discussion “Reverse

Book Title Author, Publication & Edition

Book Title Author, Publication, Edition

S No Topic Description of topic

1 1-2 1. Cunard Line Ltd: Managing

4 8-9 4. Metabical: Positioning and Urbany, Joel E and

5 10-11 5. Reliance Baking Soda:

6 12-13 6. Suave (C) {HBS, 1994: 9-585-

19-20 10. Bank of America Sports

23-24 14. Online Marketing at Big

1 Class participation (Individual) 35 Marks

2 NCP (Mini Projects / Exercises/ Written Case Analysis/Test) 20 Marks

4 Final project (Group) 15 Marks

5 End Term (Individual) 30 Marks

Total 100 Marks

Book Title Author, Publication & Edition

Book Title Author, Publication & Edition

S.No Topic Description

Book Title Author, Publication & Edition

Book Title Author, Publication & Edition

3. The Product Manager’s Linda Gorchels, TMH, 2012

S.No Topic Description

1 Kinds of Marketing Product focused, market focused and functionally focused

3 Marketing Planning Definition, 0bjectives, components of marketing plan, steps in

4 Defining Competitive Various levels of competition, various empirical and non-

5 Category Porter’s five forces, aggregate market factors, SLEPT factors

6 Competitor Analysis Various methods to assess competitor’s current objectives and

7 Customer Analysis Customer segmentation: criteria and methods, sources of

9 Developing Product Product positioning, brand equity, managing product over

11 Product decisions Pricing, advertising, promotion decisions, channel management

Session Case title / Source Reading Material / Chapter(s)

Sl. No. Component Weightage

Book Title Author, Publication & Edition