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Session PlanPGDM IV semester

(2009-11 Batch)



MARKETING



Course Title: Product & Brand Management

Instructor: Manu Priya Gaur

Course Objective:

Today’s consumers are far more knowledge than their predecessor. They truly reflect theknowledge era in which we live. Therefore, it must be understood clearly that the

customers deserve to know the truth on all counts. The paper on issues have been

especially written to drive home the critically of understanding the new paradigm that has

opened up these areas.

ProjectThere will be a group project required for this course, the details of which will be given later.

PEDAGOGY The Paper incorporates effective pedagogy.

Lecture Discussions

Case studies- a real world situation facing managers is presented for review, debate andanalysis results in discussions & differences of opinions.

Multimedia Presentations

Internet explorations Experiential Exercise Study Assignment

Mini Project

Group Presentations

Quizzes

Session 1: Product Concepts, Marketing Environment for Product & Brand Management

Session 2: Product Planning & PLC

Session 3: Marketing Mix Factors & Products

Session 4: Product Market Strategies for Leaders, Challengers, Followers.

Session 5: Case Study

Session 6: New Product Planning & Development

Session 7: Creative Spark

Session 8: Concept & Product Testing

Session 9: Discussion on product Ideas

Session 10: Competition and BrandSession 11: Case Study

Session 12: Concept of Brand- The beginning, Brand Power, Anatomy of Brand

Session 13: Brand Evolution- Levels, Hierarchy.

Session 14: Brand positioning


Session 16: Brands & Consumers



Session 17: Brand Equity, Brand Image.

Session 18: Brands Over Time

Session 19: Product & Brand Failures

Session 20: Recapitulation/ Presentation

Reference Books:

1. Product Management by S.A Chunawala, Himalaya Publishing House.

2. Product & Brand Management by U.C Mathur, Excel Books.3. Brand Management- Text & Cases by Harsh V Verma, Excel Books.



Advertising & Sales Promotion

Instructor: Manu Priya Gaur

Course Objective: ...consistently be at the right place, at the right time, with the right message...

This is course designed to assess the numerous communication alternatives em-ployed by

organizations today. Advertising, public relations, publicity, packaging and point-of-purchasematerials are included as well as an exploration of the role communication plays in a marketing

environment. The role of advertising and sales promotion in the marketing program is

thoroughly examined. Discussions center on the communication process and consumer decision-making. Other topics covered include organization of advertising activities, determination of

objectives and budgets, creation of the message, selection of media, and evaluation and control

of the advertising and sales promotion efforts.

ProjectThere will be a group project required for this course, the details of which will be given later.

PEDAGOGY The Paper incorporates effective pedagogy.

Lecture Discussions Case studies- a real world situation facing managers is presented for review, debate and

analysis results in discussions & differences of opinions.

Multimedia Presentations Internet explorations

Experiential Exercise

Study Assignment Mini Project

Group Presentations

Quizzes

Session 1: Introduction to AdvertisingDefinitions, History, Indian Advertising campaign, Implication Advertising.

Session 2: Advertising As a Business/ As a CareerIts Purpose, Function, Concepts of Advertising Trinity, The Clients, The Advertising Agencies.

Session 3: Economic & Social Implications of Advertising

Session 4: Types & Forms of Advertising

Session 5: Defining Advertising Objectives



Communication Objective, Sales & Advertising Objectives, DAGMAR Approach, Advertising

Objective.

Session 6: Advertising Budget

Session 7: Fundamentals of Advertising Research

Session 8: Campaign Planning & Creativity in Advertising

Session 9: Media Selection, Planning, Scheduling & StrategyMedia Characteristics, Message design. Print Media, Electronic Media, Media of New

Millennium- Internet, Outdoor & Transit Media.


Session 11: Message designing & Development

Session 12: Advertising Appeals

Session 13: Advertising Copy for Print & Broadcast Media. Session 14: Case Study – Vicks Action 500, Emami, Liril Ad.

Session 15: Advertising Art- Layout for Advertising

Session 16: Evaluation of Advertising Effectiveness

Session 17: Sales Promotion Introduction & Tactics

Session 18: Important Issues in Sales Promotion

Session 19: Presentation of Developed Advertisements

Session 20: Recapitulation/ Presentation

Reference Books:1. Advertising - An Introductory Text by S.A.Chunawalia (Himalaya Publishing House)

2. Advertising & Promotion - An Integrated Marketing Communications Perspective by

George E.Belch & Michael A.Belch (Tata McGraw-Hill) .

3. Advertising Management – Comncepts & Cases by MAhendra Mohan Tata Mcgraw Hill

Web sites of suggested reading or periodic review:

Advertising Age online, the best trade newspaper on the business (adage.com)

Advertisement Avenue, for downloads of ads and commercials

(www.advertisementave.com)

Adbusters magazine, for criticisms of advertising and our consumer culture

(adbusters.org)

John W. Hartman Center for Sales, Advertising & Marketing History

(scriptorium.lib.duke.edu/hartman )

Advertising Education Foundation (www.aef.com)

Advertising critic Bob Garfield's commentaries (http://adage.com/garfieldtheblog )

http://adage.com/

http://adage.com/

http://adage.com/

http://www.advertisementave.com/



http://adbusters.org/



http://scriptorium.lib.duke.edu/hartman/



http://www.aef.com/

http://www.aef.com/

http://www.aef.com/

http://adage.com/garfieldtheblog




http://www.aef.com/




http://adage.com/



HUMAN RESOURCE



Instructor : SD Joshi

Course Title : Industrial Psychology.

Objective: The main objective of this subject is to make the students get acquainted with

the practical guidelines and career in the field of industrial psychology. This subject is

basically designed to learn and understand the behavior of the employers and employeesand their positive and negative aspects of their job. This subject envisages on the

motivational part and proper understanding of Human Being so that productivity and

efficiency of the workers and company will rapidly increase.

Session

No.

Contents

1-2 Industrial Psychology: - Nature, Scope, Importance, and Career in Industrial

Psychology.

3-4 Important Role of Industrial Psychologist in various industries.

5-6 Personality Tests Conducted By Industrial Psychologists mainly: MBTI(Myers-Briggs Type Indicator), Type “A” and Type “B” personality test.

7-8 Test conducted in selection process: TAT ( Thematic Apperception Test),

Story Completion Test, Word Association Test, Verbal Projection Test,Rorschach Test.

9-10 Understanding Employee : Role Playing Techniques and ConditionalAnalysis Of Situational Environment (CASE)

11-12 Understanding of personal factors: age, abilities, interest, job satisfaction.

13-14 Occupational Psychology: work, Counseling and training.

15-16 The work methods: hours of work, nature of work, fatigue and boredom, rest

pauses.

17-18 The nature and scope of engineering psychology, its application to industry.

19-20 Emerging role of psychologists in various field e.g. Educational

Psychologist, Social Psychologist, Clinical Psychologist, IndustrialPsychologist.

Reference books:

1. Industrial Psychology: Dr. Kumar

2. Industrial Psychology: Thomas W, Harrell

3. Industrial Psychology: Chaube (HimalayaPublishing House. Delhi)

4. Organizational Behavior: S.P. Robbins

5. Social Psychology: Baron

6. Industrial Psychology PK Ghosh and MB Ghorpade

7. Industrial Psychology: MR Shaik



Course Title: Training and Development

Instructor: Prof. S. D. Joshi

Objective: The purpose of this course is to provide the student with information and insight in to

the Training and Development function in organizations. The Training and Development

function will be viewed from a systematic approach such that we will examine the entire cycle of Training and Development from assessment of Training needs to the evaluation of training

program me, within the context of today’s organization and the global market.

Course activities will include Group discussion and individual and team problem solvingactivities in addition to normal classroom activities.

Session

No.

Topic Content

1 & 2 Introduction to

Training &

Development

Role of Training, Role of HRD Professionals in training,

Importance of Training & Development, Definition, Nature,

Scope, Objectives and Benefits of Training.

3 &4 Analysis of Trainingneeds Organizational Analysis, Methods and Techniques of Trainingneeds, Assessment of Methods.

5 & 6 Training Design Important Considerations while designing a training program

me, Factors affecting training design, Constraints in design,Organizational Environmental constraints, Budgeting for

training.

7 & 8 Learning Definition, Nature of learning , Principles of learning,

components of learning process.

9 & 10 Case Study

11 &

12

Class Test

13 &14

Training Process Training Program me , Training Implementation, TrainingPolicies, Training Plans, Internal and external Resources.

15 &

16

Training Methods &

Techniques

Types of Training, On-and- Off the job Training, Training

approaches, Important training Methods.

17 &

18

Trainers Skills &

styles

Competence of Trainer, Communication, Questioning,

Creativity, Interpersonal , Managerial skills . Trainers roll.

19 &

20

Employee

Development

Coaching and performance skills for effective coaching, role of

HR in coaching analysis, coaching effectiveness andMentoring. Career Planning & Development.

21 &

22

Executive

Development

Introduction, Meaning , Definition, Objectives, Important,

Process and essential Principles of Executive Development and

Training.



Reference Books :

1. Enriching Human Capital through Training & Development , Excel Books By P.C. Rao.

2. Training & Development , Published by Biztantra, Dr. B. Janakiram.

3. Training & Development , Perspectives from the service sector. The ICFAI University ,

Somati Reddy.4. Human Resource Management, Text & Cases, Tata & MC Hill publishing company by

K. Ashwathapa.

5. Human Resource Development , concept & practices , Deep & Deep Publication by prof.

Santosh Gupta and Sachin Gupta.

6. Human Resource Management, Kalyan Publisher , Sashi K Gupta & Rosy Joshi.



FINANCE



Subject: Derivatives

Instructor: Prof. A.K. Jain

S. No. Topic Content

1. Derivatives Definition with Examples, History of derivatives, Index &possibility of derivative on index, Various underlyingused in derivatives in India. Name of Intermediaries

running derivatives on national Level.

2. Forwards Forward Contract, Main Features of forward contract,

Uses of derivatives, Hedgers , Speculators & Arbitragers.

3. Futures Futures, Standard terms in a future contract, difference

between forward and future contract, Various

terminologies used in stock future

4. Index Futures Advantages of index futures, Use of future contracts to

speculate, square up position before expiry, Advantages

and risks of trading in futures over cash.5. Futures Practical’s of Short future in case of Bearish & long

futures in case of Bullish

6. Arbitrage & Futures Pricing futures & Arbitrage, Help of stock future to earn

risk free interest, Gain of stock future if Spot >Future (

Practicals)

7. Futures Practical’s of reverse calculation

8. Futures of Index Practical’s of Index

9. Futures Practical’s of Known Yield

10. Futures of Commodities Practical’s of Commodities

11. Futures Use of Future in Hedging- Practical’s 12. Futures Use of Index future to hedge market related risk & of its

perfection.

13. Margins Various Margins & its calculation

14. Corporate Actions Corporate Action Adjustment

15. Options What is option & its examples, Call Options & Put

Options, Exercise price or Strike Price, Option Premium,

European Option & American Option, Option in-the-

Money, At-the-Money & Out-of the Money

16. Options Hedging Strategies :- Long Stock, buy put option. Short

Stock/Have funds, Buy call Option. Speculation Strategies

:- 1. Bullish, buy calls or sell puts 2. Bearish, buy put orsell call. 3. Anticipate Volatility, make straddle or strangle

17. Options 4. Anticipate bearish volatility, make strip 5. Anticipate

bullish volatility, make strap 6. Anticipate stability, make

butterfly spread, Condor, Calendar spread 7. Bullish,Make Bull Spread 8. Bearish, Make Bear Spread

18 Options Pricing Options, Binomial pricing model, Black &Scholes Model, Put-Call Parity



Instructor: Prof. A.K. Jain

Recommended Books :

1. S.D. Bala , Snow-White Publication, Financial Management

2. A.N. Shridhar- Financial Management

19. Swaps Interest rate swaps, Using swaps to transform liabilities &

Assets, Transforming a floating rate loan into a fixed rate

loan, Transforming a fixed rate asset in to a floating rate

asset, Absolute advantage argument for using swaps

20. Swaps Role of financial intermediary & warehousing, Currency

Swap



Course Title: - Investment Analysis & Portfolio Management

Instructor: - Prof. A.K. Jain

S.No. Topic Content

1 Portfolio Theories Traditional Approach, ModernApproach, Dow Jones theory , Random

Walk Theory, Formula Plan, Capital

Assets Pricing Model

2. Security Market Line, BETA Practical Based on Security Market line,

calculating security beta,

CAPM valuation using CAPM

3. Risk & Return Risk & Return of a single security

Portfolio

4. Risk & Return Risk & Return of a two security portfolio

5. Risk & Return Risk & Return of a three- SecurityPortfolio,Risk & Return of a four security

portfolio,

6 Risk & Return Using Z values for portfolio analysis

7. Investment portfolio Management Multiple security portfolio and Harry

Markowitz Model, Capital Market Line,

8 Investment portfolio Management Types of Investors, Indifference curves,

Obtaining the well diversified Market

Portfolio

9 Investment portfolio Management The Characteristics Line, Differencebetween CML , CL & SML, PortfolioReturn & Risk

10. Extended CAPM Introduction , Allowance for tax effect,

The Inflation effect, Price Earning &

Market to Book value effects,

11. Extended CAPM Market Capitalization size , Liquidity ,

Multivariable and Factor valuationmodel

12 Extended CAPM Roll-Ross and their five factors,

Arbitrage pricing theory, Conclusion.

13 Portfolio selection , Revision & Evaluation Optimal Portfolio Selection ,Dominance, Safety first, G.M. , ,

14 Portfolio selection , Revision & Evaluation Portfolio Revision- Constant Amount &Variable ratio

15 Portfolio selection , Revision & Evaluation Portfolio Evaluation- SHARPE Ratio,

TRENOR Ratio , JINSEN’S ALPHA

16 Mathematics of Beta What is Beta, Adjusting the Beta for



leverage ( The Hamada Formula ),

17 Mathematics of Beta Ascertaining the divisional beta ( Thepure Play Method )

18 Management of Bond Portfolios Valuation of Bonds, YTM, YTC &

RYTM, Macaulay’s Duration of Bonds,

Duration & Price Change, Seven goldenrules for duration of Bonds .

19. Primary Market SECURITY MARKETS: PRIMARY

AND SECONDARY MARKET,PRIMARY MARKET ROLE,

FUNCTIONS AND METHODS OF

SELLING SECURITIES IN PRIMARYMARKET; ALLOTMENT

PROCEDURE; NEW FINANCIAL

INSTRUMENTS

20.

Secondary Market

SECONDARY MARKET: ROLE,

IMPORTANCE, TYPES OFBROKERS, TRADING MECHANISM,LISTING OF SECURITIES IN

STOCK EXCHANGES, SCREEN

BASED TRADING; DEPOSITARY -ROLE AND NEED;

DEPOSITARIES ACT, 1996.

Recommended Books :

1. Strategic Financial Management , S.D. Bala, Snow White Publication

2. Financial Management, A. N. Shridhar



INFORMATION

TECHNOLOGY



Course Title: Computer Networks and Internet for Businesses

Instructor : Ruchi Khandelwal

COURSE OBJECTIVE:

The primary objective of the course is to familiarize the students with technologies like

networking and internet and to build skills in applying these technologies to various business

processes.

Session

No.

Contents

1-2 Introduction to Internet: Definition of networks, concepts of web page, website

and web searching (browsing), Virtual Private Network.

3-4 Concepts of data transmission channel, half duplex transmission, moderns, client

server computing,

5-6 Communication Channels – Wired Transmission, Telephone Lines, Coaxial

Cable, Microwave, Infrared, Laser, Radio communication, Satellite

Communication , Fiber Optics,

7-8 Switching Techniques – Circuit, Message, Packet switching ,

Network Topologies – Bus, Ring, Star, Mesh, Hybrid

9-10 Application of Data Communications – Information Search & retrieval,

Information Transmission, Multimedia

11-12 Introduction to OSI, TCP/IP reference models, cryptography.

13-14 Networked economy- Impact of computer networks on business, elements of

networks of networked economy,



15-16 Infrastructure of networked economy - Hardware, Software

sharing information and resources through networks : LAN , WAN, and

wireless networks

17-18 Privacy and ethical issues in networked economy; Social and economic issues in

networked economy , future of the networked economy

19-20 Protocols – IEEE standards , VOIP etc.

Reference Books:

1. McKeown, Information Technology and the Networked Economy, Thomson Learning.

2. Forouzan, Data Communication & Networking, TMH, New Delhi.

3. Miller, Data and Network Communication, Vikas Publishing House, New Delhi.

4. Tennenbaum, Computer Networks, PHI, New Delhi.

5. Hagg., Baltzan & Philips, Business Driven Technology, TMH, New Delhi.

6. Comer, E. Douglas, Computer Networks and Internet, Pearson Education, New Delhi.



Course Title : Introduction to DBMS and RDBMS

Instructor : Ruchi Khandelwal

Course Objectives

Databases are present in every sector of commercial, academics and virtual world. These systems

are required as the backbone of any information system, web based system, resource planning,

research activities and many other activities. The knowledge can be discover within databases by

applying data mining tools which can lead organizations to achieve the competitive advantage.

This course is an attempt to provide you with the basic information about DBMS and RDBMS

and their development. This course also provides the basic conceptual background necessary to

design and develop simple database system. The major objectives of the course are to:

Provide an introduction of DBMS and their use;

Describe the main features and function of the DBMS;

Describe the features of relational database and E-R models;

DML and DDL statements in SQL;

Draw ER diagrams;

Introduction to Advances Data base concepts like Data Mining, OLAP etc.



Sessions Contents

1-2 Introductions : Data, Database, Database Management

Systems, Advantages and Disadvantages over File based System

3-4 DBMS Architecture, centralized and client server architecture of DBMS,

classification of DBMS

5-6 Data models: HDBMS, NDBMS, RDBMS, OODBMS.

7-8 Entity Relationship Model (E-R Model) – Entity , Attribute, Reltionships

9-10 Normalization Theory – 1NF, 2NF, 3NF, BCNF

11-12 Codd’s Rules for RDBMS

13-14 Relational Database Management Systems: Concepts of RDBMS, Components of

RDBMS,

15-16 Introduction to SQL : Data Definition language, Data Manipulation

Language, Query Language, Data Control Language

17-18 Advanced Database Concepts: Data mining, data warehousing-design, basic

principles, OLAP

19-20 Recovery of Data bases – Security, Back-up and Recovery.



Reference Books:

1. Fundamentals of Database Systems, Third Edition, by Elmasri/Navathe , Wesley, 4th

Edition.

2. Database Concepts, Korth and Silberschatz Abraham McGraw Hall,1991

3. An introduction to Database Systems by C.J.Date

4. An introduction to Database Systems by Bipin C. Desai

5. SQL,PL/SQL ,The programming language of oracle, Ivan Bayross BPB Publication



INTERNATIONAL

BUSINESS



Course Title: - International Marketing

Instructor: - Prof. Mazahir saifee

S.no. Particulars Contents

1. International marketing- anintroduction

Overview, meaning and scope of international marketing

2. International marketing- an

introduction

Characteristics of international marketing

and needs of international marketing


introduction

Advantages and importance of international

marketing.


introduction

Importance of international marketing

cont….

5 Domestic to international Transition from domestic to international

business

6 Domestic to international Transition from domestic to international

business cont…

7 Domestic to international Levels of involvement

8. Domestic to international Problems and practices of internationalmarketing

9. International V/s domestic V/s

export marketing

International marketing V/s domestic

marketing

10. International V/s domestic V/s

export marketing

International marketing v/s export

marketing

11 Economic enviourment of

international marketing

Cultural factors, political considerations,

economic factors

12. Economic enviourment of


Present international marketing scenario,

bilateral agreement

13 Economic enviourment of


Multilateral trade agreement, motivation to

export

14 Reasons for export Economic reasons15 Reasons for export Effects of non tangible forces

16. International institutions World bank and its functions

17. International institutions Objectives and subsidiaries of world bank

18. Trading blocs EEC and EFTA

19. Trading blocs COMECON and ASEAN

20. Trading blocs LAFTA and ANDEAN group.

Reference books:-1. International marketing, by sak onkvisit and john j. Shaw, EEE publication.

2. International marketing by Justin Paul.

3.

International marketing by S. yuvraj, Vrinda publications.4. International marketing by R. shrinivasan, PHI India.



The College aims to help students achieve high standards of academic work and social

behavior. We expect you to be mature in your approach and to take a large measure of

personal responsibility for your work and progress. You should feel responsible for the

welfare of all and should play a positive part in the efficient running and development of

the College. For our part, we will honor our professional commitments and do our utmost

to guide and support you, provide worthwhile educational opportunities for you andmaximize your chances of success. In return, we expect you to abide by this Code of

Conduct.

CODE OF CONDUCT FOR THE STUDENTS:

1) Timings: It is mandatory for all the students to maintain the time discipline as

per the time table provided.

a) 3 Late comings will be penalized for 1 mark deduction in internals.

b) No student would be allowed to enter the class room if faculty has already

entered in the class room; no further clarifications would be entertained

for the same.2) Punctuality: Each student is required to keep punctuality in the academic

submissions, project submissions, Presentations, Assignments. Unpunctuality would

not be entertained in any case.

3) Discipline: Students will behave honorably, ethically, and responsibly in all

academic matters both inside the classroom and in outside work related to their

courses.

Proper discipline in the college premises in expected. Uniform and Dress code is

mandatory else student would not be allowed to sit in the classroom. Undesired

behavior or Misbehavior with student or faculty will be entitled for disciplinary

actions. Every student must wear the Identity Card as long as she/he is in the

College campus.

4) Language: The medium of instruction in college & Language would be English. It

is the perquisite for the students to make themselves acquainted with the language.

Any conversation violating the above will be fined.

5) Public Behavior: Students are strictly to follow the decorum of public behavior

and avoid the use of abusive language and indecent manners in all theirinteractions. Anybody flouting the Norms of Conduct is liable to be expelled from

the college.



6) Dress Code: Each student has to follow the dress code as informed prior. Strict

action will be taken against the offender.

7) No smoking: IMI is no smoking zone; anyone violating this would invite

disciplinary actions or suspensions as per the norms of grievance handling

committee.

8) Ragging: Ragging is strictly prohibited in the college premises. Instances of

ragging will be dealt with seriously by the anti-ragging cell.

9) Respect for the college property: It is mandatory for all the students to keep well

maintained and appointed the college property. Any rupture or breakage of the

college property will have to beard by that student(s) only else will be adjusted from

caution money.

10) Attendance: It is mandatory to maintain 85% attendance otherwise student will

be debarred from test, seminar, workshop and examinations. Students must also

attend seminars / workshops / awareness programmes organized by the college.

Every month attendance record would be appraised, defaulters list would be paste

on notice board, and also a letter would be issued to the parents of chronic

absentees.

11) Playing music on Transistors, Tape-recorders, Mobile Telephones or any other

similar gadgets with or without earphones is strictly prohibited in the College

premises. Defaulters will be punished and their instrument confiscated.

12) Loitering in corridor / in front of the main gate and in the auditorium during the

college hours is strictly prohibited.

13) The students should spend their spare time in reading room.

14) The student should read the notice board daily in order to be informed of

important information and directions.

15) To avail the library facilities, the students should obey the rules of the libraryand should not tear the pages from the books and magazines.

16) The students are requested not to enter the Director room, staff room, office and

the computer lab without permission.



DISCIPLINAREY MEASURES

Acts of misbehavior, misconduct, indiscipline or violation of the Rules of Discipline

mentioned above are liable for one or more punishments as stated below:

1. Warning to the student.

2.

Warning to the student as well as a letter to the parents.3. Imposition of a fine.

4. Denial of library, for a specified period or for the whole Term/year.

5. Cancellation of Terms

6. Refusal of admission in the next term or academic year

7. Cancellation of admission.

8. Expulsion from the College for a specified period.

9. Rustication

For non compliance of any code of conduct the decision of Management will be final.

No further dealing would be permissible. All Rules & Regulations stated herein are

subject to change without notice.