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2017

COURSE BOOK

Master of Business Administration (MBA)


Specialization in
Digital Marketing & e-Commerce

School of Management
Centurion University of Technology& Management

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Master of Business Administration (MBA)
Specialization in
Digital Marketing & e-Commerce

Introduction

From $16 billion in 2013, the India’s e-commerce sector has seen unprecedented growth and is
expected to grow as much as $56 billion by 2023, which will be 6.5% of the total retail market, as
quoted by e-Marketer.
The growth has been driven by rapid technology adoption led by the increasing use of devices such as
Smartphone and tablets, and access to the internet through broadband, 3G, etc., which led to an
increased online consumer base.
Furthermore, favoured demographics and a growing internet user base helped aid this growth. In
terms of highlights, the growth shown by home-grown players such as Flipkart and Snapdeal and the
huge investor interest around these companies displayed the immense potential of the market.
With the entry of e-commerce behemoths such as Amazon and Alibaba, the competition is expected
to further intensify. Both these international players come with deep pockets and the patience to drive
the Indian e-commerce market.
The Indian government’s ambitious Digital India project and the modernisation of India Post will also
affect the e-commerce sector. The Digital India project aims to offer a one-stop shop for government
services that will have the mobile phone as the backbone of its delivery mechanism.
The programme will give a strong boost to the e-commerce market as bringing the internet and
broadband to remote corners of the country will give rise to an increase in trade and efficient
warehousing and will also present a potentially huge market for goods to be sold. With such strong
market prospects and an equally upbeat investor community, we look forward to many more e-
commerce companies from India entering the coveted billion-dollar club.
This growth in e-commerce will see newer forms of marketing especially in the area of digital
marketing.

Objective of the Programme


The aim and objective of this programme is to contribute to the talent pool that a burgeoning industry
needs especially those with the aspiration and potential to manage the growth. This will require a
strong foundation in management principles, comfort with digital marketing and e-Commerce
creativity and communication skills to drive customer growth.

The programme further provides skills, tools, an understanding of technology, business concepts and
issues that surround the emergence of electronic business. In addition to acquiring basic e-business
management skills, the students develop an understanding of the current practices and opportunities in
e-shopping, e-distribution and e-collaboration. Students also get an opportunity to explore several of
the issues surrounding e-business; such as e-marketing and financial model, acceptable regulations
and legal liabilities.

Career Opportunities

Upon successfully completing the course, the MBA Digital Marketing and e-Commerce graduates
can get into the following industries in the Marketing Function handling e-Commerce and Digital
Marketing responsibilities:
 E-Commerce
 Digital Marketing
 Media and Entertainment

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 Banking Finance Security and Insurance (BFSI)
 Travel, Tourism and Hospitality
 Retail
 Healthcare

Career Progression Path

Industry Entry Level (0-3years) Mid-Level (3-9years) Advanced Level (9+


years)
INR 2,40,000 - 5,00,000 INR 5,00,000 -12,00,000 INR 12,00,000

Digital Marketing  Online / Display  Online / Display  Head of Online / Display


and-Commerce Advertising Executive Advertising Manager Advertising
 Social Media Executive  Social Media Manager  Head of Social / Earned
 Copywriter  Content Manager Media
 SEO Executive  Digital Marketing Manager  Head of Content
 PPC Executive  SEO Manager  Head of SEM / Natural
 Affiliates Executive  PPC Manager Search
 Executive - E-Commerce  Affiliates / Partnerships  Head of Paid Search /
 Content Writer - E- Manager Media
Commerce  Assistance General Manager  Head of Affiliates /
- E-Commerce Online Partnerships
 Business Development  Director - E-Commerce
Manager - E-Commerce  Brand Manager - E-
 Business Analyst - E- Commerce
Commerce
 Vendor Manager - E-
Commerce
 Account Manager - E-
Commerce
Self - Employed Opportunities and Compensation can be unlimited

Unique Features

 Devised keeping in mind the multitude of managerial responsibilities that a student will be
exposed to in today’s multidimensional workplace.
 A unique mix of strong business conceptual foundation with creative and innovative approaches
to business problem solving.
 Inculcates the skills of innovation and original thinking among students.
 Designed to integrate conceptual knowledge with practical application.
 Offers a platform for exciting and rewarding careers.

Program Overview:
The MBA program is a structured 2-years program which is divided into 4 semesters, with careful
inculcation of a mix of foundation courses (FC), Core Courses (CC) and Elective Courses (EC).

The first year commences in July every year continuing to April in the following year. In second week
of April, students go for 8 weeks internship and they join back in mid-June for the second academic
year which culminates in March of the following year. The courses offered in the first year, divided
into two semesters, are compulsory for all the students. In the second year, divided into two

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semesters, all students undertake compulsory core courses and opt for specialization courses
according to different areas of specialization.

MBA Course Structure

Programme Structure Percentage Credits


Foundation Courses 31 33
Core Courses 41 44
Elective Courses 28 30
Total 100 107

Note:
 Student has to acquire minimum 16 credits from any one of the elective areas to claim
specialisation.
 Student can opt for elective or domain area courses in 2nd year.
 Specialization: Digital Marketing & e-Commerce

SEMESTER – I (Total Credits 26)

Course
Subject Code Subject L +T+ P Credits
Type
MBDM1101 FC Management Concepts & Practices 2+0+0 2
MBDM1102 FC Introduction to Digital Marketing 2+0+0 2
MGGM1104 FC Managerial Economics 4+0+0 4
MGFM1101 CC Accounting for Managers 4+0+0 4
MGGM1105 CC Organizational Behaviour 4+0+0 4
MBDM1103 FC Excel Applications for Business 0+0+3 2
MBDM1104 CC Quantitative Techniques 4+0+0 4
2+0+3
MGGM1102 FC Basic Communication Skill (Workshop 4
Mode)

SEMESTER – II (Total Credits 29)

Subject Code Course Type Subject L +T+ P Credits


MGMK1101 CC Marketing Management 4+0+0 4
MGHR1201 CC Human Resource Management 4+0+0 4
MGFM1202 CC Financial Management 3+0+1.5 4
MBDM1201 CC Introduction to E-Commerce 2+0+0 2
MGMK2302 CC Sales & Distribution Management 4+0+0 4
MBDM1202 FC Operation Research 2+0+0 2
MGMK2305 FC Consumer Behaviour 2+0+0 2
MGGM1210 FC Aptitude and Career Enhancement I 0+0+1.5 1
0+0+3
Communication Perspective of
MGGM1206 CC (Workshop 2
Management
Mode)
MGGM 1211 CC Summer Internship Programme 4

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SEMESTER – III (Total Credits 26)

Subject Code Course Type Subject L +T+ P Credits


MBDM2101 CC Strategic Management 4+0+0 4
MGGM2315 FC Legal Environment for Enterprise 2+0+0 2
MBDM2102 CC Business Ethics and Corporate Governance 2+0+0 2
MGOM2302 CC Logistics & Supply Chain Management 2+0+0 2
MBDM2103 EC Electives 16

SEMESTER – IV (Total Credits 24)


Subject Code Course Type Subject L +T+ P Credit
MGGM2316 CC Project Management 4+0+0 4
EC Electives 14
Dissertation 0+0+9 6

ELECTIVES

Course Code Course Type Course Title L +T+ P Credits


MBDM2201 EC Web Traffic Generation 0+0+3 2
MBDM2202 EC Link Building & e-WoM 0+0+3 2
MBDM2203 EC Social Media Marketing 4+0+0 4
MBDM2204 EC Branded Content and the Future of Media 4+0+0 4
MBDM2205 EC Ideas, Brands and Business 2+0+0 2
MBDM2206 EC Brand Planning and Consumer Insights 4+0+0 4
MBDM2207 EC Digital Strategies and Planning 4+0+0 4
MBDM2208 EC Mobile & E-Mail Marketing 4+0+0 4
MBDM2209 EC Search Engine Optimization 2+0+0 2
MBDM2210 EC Search Engine Marketing 4+0+0 4
MBDM2211 EC Technology of e-Commerce 2+0+0 2
MBDM2212 EC Online Reputation Management 4+0+0 4
MBDM2213 EC Affiliate Marketing 2+0+0 2
MBDM2214 EC Web Content Writing 2+0+0 2

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COURSE CONTENTS

SEMESTER – I

Paper: 1 MANAGEMENT CONCEPTS & PRACTICES Credits: 2

Code: MBDM1101
(Workshop Mode)

Course Objectives:
To enable the students to understand the principles of management thought and applying the same in
practice

Course Content:
Unit I
Introduction to Management
Introduction and Nature of Management ,Definition & Meaning-By P. F. Drucker, Koontz O’ Donnel,
S. George, Management as an Art, Science and Profession, Distinction between Administration and
Management, Importance & Functions of Management.

Unit II
Evolution of Management
 Evolution of Management- Thought
 Pre Scientific Management era
 Scientific Management & Contribution of F. W. Taylor
 Process Management & contribution of Henri Fayol
 HR movement - Hawthrone experiments
 Contributions of Behavioural scientists- Abraham Maslow, Peter Drukker, Douglas Mc.
Gregor

Unit III
Planning and Decision Making
 Nature & Definition of Planning- Koontz o’Donnel, Hart, Alfred &Beaty
 Importance and limitations
 Planning process
 Types of Plans- on the basis of use, functions, time (meaning only)
 Meaning of Decision making
 Steps in decision making
 Types of decisions- Programmed-Non-programmed; Strategic-tactical, Individual-Group,
Policy-Operation, Organizational-Personal

Unit IV
Organizing &Depart mentation
 Meaning & Definition- Koontz O’Donnell & McFarland
 Organizing - Nature, Purpose & Principles
 Types of Organization (Formal & Informal)
 Types of Authority relationships- Line, Functional, Line& staff, Committees,
 Meaning and types of Departmentation
 Centralization and De-centralization (Meaning Only)

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Unit V
Elements of Directing, Co-ordination and Control
 Meaning & Importance of Directing
 Leadership: Meaning & Styles
 Motivation: importance & Theories (Maslow, Herzberg. Mcgregor)
 Communication- Meaning, Objectives & Types of communication
 Meaning, Principles and techniques of Co- ordination
 Meaning, Need & steps in Controlling

Recommended Books:
Reference Books:
1. Harold Koontz, Cyril O'Donnell, Management: A Book of Readings, Third Edition, McGraw-
Hill, 1972.
2. Dr P. N. Reddy, Prof H R Appannaiah, P C Tripathi, Essentials of Management, Eleventh Edition,
Himalaya, 2004.
1. L. M. Prasad, Principles and Practice of Management. 7th Edition, Sultan Chand & Sons, 2007.
2. R. Srinivasan and S. A. Chunawalla, Management: Principles and Practice, Second Edition,
Himalaya, 1983.
3. P. C. Tripathi and P. N. Reddy, Principles of Management, Fourth Edition, Tata McGraw Hill,
2008.

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Paper: 2 INTRODUCTION TO DIGITAL MARKETING Credits: 2
Code: MBDM1102

Course Objective:

To familiarize with concepts such as E Mail Marketing, Digital Display and Social Media such as
Facebook, Twitter and LinkedIn
Course Content:

UNIT-I
Setting the context – Branding and Marketing: How they are different, Defining Digital Branding,
Digital Branding in today’s connected age, Digital Branding and its importance in Integrated
Marketing, Pillars of Digital Branding. Brand’s one-to-one interaction; Aspects and structure of a
Digital Campaign, Planning and implementing a Digital Campaign, Digital Campaign Ad formats,
Earned, Owned Media, Campaign Mechanics, tracking and measurement, Campaign learnings,
Assessment, Optimisation and future planning

UNIT-II
Defining content marketing: Content marketing and its role in brand building, Building a successful
content strategy, paid versus free content, creating persuasive and compelling content, Elements of
effective content promotion, Successful content marketing case studies, Analysing efforts of content
marketing in digital marketing

UNIT-III
Consumer generated content – Definition and History, Consumer drivers – why consumers generate
content Co-creation of content and DIY Advertising, Importance of consumer generated content for
brands, Brand case studies – learnings, Future of consumer generated content

UNIT-IV
Gamification: Definition and History, Principles of Gamification, Elements of Gamification,
Applications of Gamification, Gamification and Behaviourism, Gamification and its role in Digital
Marketing, Gamification and Gamevertising, Future of Gamification.

UNIT-V
Scenario Planning -overview and process: Technology and media landscapes, Future of media -
Strategic tools framework, New evolving Formats, Driving Forces shaping Media Framework, Future
Media Revenue Models and Media Lifecycle, Delivery and Distribution Models.

Suggested Readings:

Text Book:
1. Social Media Marketing _ Pearson, Aug 2013, Michael Solomon and Tracy Tuten

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Reference Books:
1. Social Media Marketing for Beginners: Create successful campaigns, gain more fans, and
boost sales from any social network by F.R. Media., Second Edition, June 2014
2. Jan Zimmerman and Deborah Ng, Social Media Marketing All-in-One For Dummies Oct 10,
2012
3. The Design of Everyday Things - Apr 2011, Douglas A. Norman.
4. Advertising Media Planning, Aug, 2010, Jack Z. Scissors and Roger B. Baron.

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Paper: 3 MANAGERIAL ECONOMICS Credit: 4
Code: MGGM1104
Course Objective:
a) To provide students with a basic understanding of the micro economic principles, methodologies
and analytical tools that can be used in business decision making problems.
b) To provide an understanding of the economic environment and its impact on strategy formulation.

Course Content:
Unit: I
Introduction to Managerial Economics, Nature and Scope, Relationship with other areas in
Economics, role of managerial economist, Scarcity, Choice and Efficiency, Circular Flow of
Economic Activity, Fundamental concepts of micro economics, Economic Role of Government.
Unit: II
Theory of demand, Elasticity of Demand: Price, Income and Cross elasticity of demand, uses of
elasticity of demand in business decisions. Analysis of Supply, Equilibrium of demand and supply,
Demand Estimation, Demand Forecasting

Unit: III
Production Function: Production function with one variable input, Production function with two
variable inputs, optimal combination of inputs, Returns to scale. Cost Theory: Types of costs,
Production and cost, Short-run cost functions, Long-run cost functions, Economies of scale and scope,
Break-even and Cost-Volume-profit Analysis.

Unit: IV
Market and firms, equilibrium price and output determination in Perfect Competition, Monopoly,
Monopolistic Competition and Oligopoly, Consumer and Producer Theory in Action, Markets and
Market Failure

Books Recommended:
Text Books:
1. Mankiw,N.G (2006), “Principles of Microeconomics” Cengage Learning
2. Dwivedi D.N (2007), “Microeconomics Theory and Policy”, 2 nd Edition, Tata McGraw Hill

References:
3. H.L Ahuja, Managerial Economics, S. Chand Publication
4. Dholokia and Oza(1999),Microeconomics for Management Students,2 ndEditon. Oxford.
5. Koutsoyiannis, A (1975), Modern Microeconomics Macmillian Press.
6. Meheta, P.L (1999),” Managerial Economics” Sultan Chand & Sons
7. Pinyck&Rubinfeld, Mehta, P.L. (2009), “Microeconomics”, 7th edition, Prentice hall.
8. Salvatore (S). (2009), “Principles of Microeconomics”, 5 th edition, Oxford University Press
9. Gupta, G.S (2007), “Microeconomics”3 rd edition, Tata McGraw Hill, New Delhi.
10. Modern Micro Economics, , Koutsoyiannis, (1975) , A, Macmillan Press
11. Managerial Economics, Mehta, P. L (1999), Sultan Chand & Sons

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Paper: 4 ACCOUNTING FOR MANAGERS (AM) Credit: 4
Code: MGFM1101
Course Objective:
This course ‘Accounting for Managers’ has been designed to enable the students to acquire the skills
necessary to prepare, use, interpret and analyze financial information.

Course Contents
Unit: I
Accounting Environment of Business, Corporate Entities: Salient Features, GAAP: Concepts,
Conventions, Assumptions, Accounting Standards.
Accounting Equation: Tool to understand business decisions, Basic Accounting Equation, Financial
Statements: Balance Sheet and Income Statement, Cash Flow Statement

Unit: II
Equity Instruments: Equity and Preference Capital, Debt Instruments: Debentures/ Bonds/ Loans,
Dividend and Interest payment, Fixed Assets and Depreciation, Inventory Valuation, Revenue
Recognition, Expenses, Profit: Gross Profit/PBDITA/PBIT/PBT/PAT

Unit: III
Interrelationship between Financial statements, Financial Statement Analysis: Common Size
Statements, Ratio Analysis, Du Pont Analysis, Inter-firm and intra-firm comparison

Unit-IV
Cost, Cost Concept, Elements of Cost, Cost Centres, Preparation of Cost Sheet, CVP Analysis,
Budgeting and Budgetary Control, Standard Costing

Books Recommended:
1. Accounting for Management—Ashok Sehegal, Taxxman
2. Financial Accounting -- A Managerial Perspective, R. Narayanswamy, PHI
3. Khan & Jain – Management Accounting, TMH
4. Horngreen, Datar, Foster- Cost Accounting, Pearson
5. Financial Accounting, Jain/Narang/Agrawal, Kalyani
6. Basic Financial Accounting for Management, Shah, Oxford

Paper: 5 ORGANIZATIONAL BEHAVIOR (OB) Credit: 4


Code: MGGM1105
Course Objective:
Organizational Behaviour (OB) is a field of study that investigates the impact that individuals, groups,
and structure have on behaviour within an organization. Then it applies that knowledge to make
organizations work more effectively. This course will expose students to gain knowledge on the
diversified behavioural science theories and its applications in organizations.

Course Content:
Unit: I
Introduction: Concept and models of OB, OB Systems Formal Organization System (FOS),
(Individual System) & Social System (SS)

Unit: II
Individual System: Perception, Learning, motivation, attitude and Values, personality, emotion and
stress.

Unit: III

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Social System: Communication, Group Dynamics, Conflict, Leadership.

Unit: IV
Organizational systems: Organizational power and politics, Organizational culture and climate,
Organizational Change and development, International Dimensions of OB, Managing Diversity.
Synergy: Behavior Reinforcement, Behavior Modification

Books Recommended:
1. Robins &Sanghii; Organizational Behavior, Pearson
2. Luthans ,F; Organizational Behavior-TMH
3. UdaiPareek ; Understanding Organizational Behavior, Oxford
4. Prasad,L.M; Organization behavior, S.Chand.
5. K.Aswathappa; Organization behavior

Paper: 6 EXCEL APPLICATIONS FOR BUSINESS Credits: 2

Code: MBDM1103

Course Objective:
To provide basic knowledge of quantitative tools and their applications in business and management

Course Content:
Unit I: Introduction to Excel
 Excel Introduction
 Basic formulae: Entering and editing data, Creating and copying formulae, Creating functions
easily
 Formatting: Inserting/deleting rows/columns, Changing fonts, Colors and borders, Merging and
aligning cells
 Printing: Page break preview, Using page layout view, Headers and footers, Freezing print titles
 Charts: Selecting data, Quick ways to create charts, Formatting your chart
 Basic tables: Table styles, Using calculated columns, Header rows and total rows, Sorting and
simple filtering
Case Exercises/ Practical Assignments/Activities

Unit II: Advanced Excel 1


Advanced Excel 1
 Using range names: Using IF conditional functions, Creating, sorting and filtering lists/tables of
data, Creating pivot tables
 Number formatting: Creating custom formats, The four parts of a format, Scaling numbers
 Dates and times: How dates and times are stored, Useful date/time functions, Formatting dates
and times
Advanced Excel 2
 Conditional formatting: Creating/using cell rules, Data bars and colour sets, Styles and themes,
How themes work, Using the default styles, Creating custom styles
 Validation and protection: Setting cell validation, Protecting cells/worksheets, Grouping and
outlining, Cell comments
 Range names and absolute references: Absolute references ($ symbol), Fixing only the
row/column, Creating range names, Labelling ranges automatically
Case Exercises/ Practical Assignments/Activities

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Unit III: Excel Functions
 Excel Functions: Mathematical Functions, Text Functions, Logical & Reference Functions, Date
& Time Functions, Financial Functions, Information Functions

Unit IV:
IF and LOOKUP functions: The conditional (IF) function, Nested Ifs, Lookup tables
 Basic tables: Table styles, Using calculated columns, Header rows and total rows, Sorting and
simple filtering, Advanced Tables, Removing duplicates, Advanced filters, Creating table styles
 Pivot tables: Creating pivot tables, Swapping rows, columns and pages, Grouping fields, Drill-
down, Slicers, Pivot table slicers, Changing slicer properties
 Charts: Selecting data, Quick ways to create charts, Formatting your chart, Advanced charts,
Creating chart templates, Combination charts, Picture charts, Custom chart types

Case Exercises/ Practical Assignments/Activities

Books Recommended:
Reference Books:
1. John Walkenbach, Excel 2007 Bible, Wiley, PAP/CDR edition, 2007
2. John Walkenbach, Excel 2007 Power Programming with VBA (Mr. Spreadsheet's
Bookshelf) Wiley; PAP/CDR edition, 2007

Paper: 7 QUANTITATIVE TECHNIQUES Credits: 4

Code: MBDM1104

Course Objective:
To acquaint the students with different application of quantitative techniques in business decision
making.

Course Content:
Unit: I
Nature, Scope and limitations of statistics; uses of statistics to business and industrial activities,
Statistical Data –primary and secondary data, Collection of data, Classification and tabulation of data,
Diagrammatic and graphic representation of data. Questionnaire –its characteristics and drafting
Unit-II
Data Measure of Central Tendency: Introduction, Meaning of quantitative technique, statistical
research , Measures of central tendency (Averages), Arithmetic mean, Weighted Mean, Median,
Mode Measures of Dispersion: Range, Quartile Deviation, Mean Deviation, Standard Deviation,
Coefficient of Variation
Unit: III
Probability: Basic concepts, Bayesian, Probability Distribution- Binomial, Poisson, Normal
Distribution

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Unit-IV
Sampling: Introduction, why sampling, sampling methods, Sampling distribution, standard error, type
I and II error, Estimation, properties of good estimator, Type of estimation, Confidence limit
.Hypothesis: Hypothesis testing, Z-test, t-test, Chi square test, F-test, ANOVA

Books Recommended:
1. Business Statistics - J K Sharma (Text)
2. Statistics for Management - Levin / Rubin
3. Fundamentals of statistics - Elhance
4. Statistical Methods - S.P. Gupta

Paper: 8 BASIC COMMUNICATION SKILLS (BCS) Credit: 4


Code: MGGM1102
(Workshop Mode)
Course Objective:
Focus on the basic communication skills required to manage the human resources of the organization,
emphasis on the core areas of functional language and provide a useful strategy for self-
improvement.

Course Content (18hrs theory and 36hrs lab):


Unit: I
Essentials of Communication
Importance of communication in management, Functional grammar review, Useful language &
expressions, Requisite skills for Managers, 7 C’s of effective communication, Body language,
Listening to be heard.
LAB: Sounds of English, listening activity, online learning - grammar and vocabulary, professional
expressions, role-play on body language

Unit: II
Writing & Reading in Communication
Business writing: structure and layout, types of business letters, in- house communication,
correspondence feedback, Email writing, Reading management case study & comprehension, note
making and verbal ability.
LAB: Writing workshop, idea generation and presentation, writing assignments, reading
comprehension & note making, analysis of word power & language

Unit: III
Business Performance Skills
Presentation, Conversation to communication in business, Group discussions, Team presentation,
Meetings and conferences, Personal grooming and etiquette.
LAB: Book review presentation, role play on business conversation, team presentation, mock
business meetings.

Books Recommended:
Text
 Krizen .Merrier. Logan. Williams, Business Communication, Thomson
 Bovee , Thill and Schatzman, Business Communication Today
 Rai&Rai, Managerial Communication
 Sylee Gore, English for Marketing and Advertising, Oxford Business English, Oxford
University Press(EMA, Gore)

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 Liz Hamp-Lyons Ben Heasley, Writing, A Course in Writing Skills for Academic Purposes,
Second Edition, Cambridge.
 Shirley Taylor, Model Business Letters (MBL)and Other Business Documents, 5 th Edition.
Reference
 How to Write and Speak Better, Reader’s Digest
 Arthur H. Bell &Dayle M. Smith, Management Communication
 Leena Sen, Communication Skills

SEMESTER –II

Paper: 1 MARKETING MANAGEMENT (MM) Credit: 4


Code: MGMK1101
Course Objective:
a) To familiarize the students with the concepts and theories and strategies of marketing.
b) To focus on the application of these concepts to various marketing contexts
c) To understand the dynamic nature of environment where marketing decisions are made
d) To effectively manage the marketing mix
e) To focus on the emerging areas of marketing

Course Content:
Unit: I
Introduction to marketing; What is marketing?, Importance of marketing function, Process of
marketing, Concepts like need, want, value, satisfaction etc, Elementary idea of marketing mix.
Understanding Marketing Environment; Factors affecting marketing environment (PESTEL),
Competition, Porter’s five force model, Market intelligence system, Introduction to market research,
Market research and forecasting

Unit: II
Segmentation, Targeting & positioning (STP);What is market segmentation?, Criteria for effective
segmentation, Evaluating & selecting market segmentation, Targeting selected markets, Targeting
strategies, Positioning theory, Effective positioning strategies, Positioning of brands and repositioning

Unit: III
Product Management; Product concept, Classification of products, Product life cycle (PLC), Brand
& brand management, what is brand equity. Pricing; Meaning & objective, steps in setting the price,
price responses to competition, pricing policies. Promotion; What is promotion, types of promotion,
advertising, sales promotion, integrated marketing communication Place; Marketing channels,
Channel conflict management, Distribution system and logistic management Sales management;
Basics of sales management, managing sales force, Principle of personal selling Consumer
Behavior; Role of consumers, Consumer decision making process, Post purchase behavior.

Unit: IV
Services Marketing; Characteristics of services, service quality, service quality dimensions,7Ps of
services, service failure and service recovery Retail Management; what is retailing, Issues associated
with retail management. Social marketing; Importance of social marketing, Key success factors in
socialmarketing. Marketing and Organizational Strategy; Managing the product portfolio, SBU,
The Boston Consulting Group Matrix, The GE Matrix, Ansoff’s matrix Special topics; Green
marketing, e-marketing.

Books Recommended:
1. Marketing Management: A South Asian Perspective- Phillip Kotler, Kevin Lane Keller,
AbrahamKoshy and MithileshwarJha, 13th Edition Pearson, Education Publication
2. Marketing Mangement: Fourth edition- RajanSaxena

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3. Positioning: The Battle for Your Mind- Al Ries& Jack Trout, Warner Books USA

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Paper: 2 HUMAN RESOURCE MANAGEMENT Credit: 4
Code: MGHR1201
Course Objective:
a) To expose the students to the intricacies of Human Resource Management practices and Human
behavior at work.
b) To provide theoretical knowledge and practical skills in the area of HRM.
c) To expose the students to the legal framework of HRM and its application.
d) To stimulate analytical thinking, Problem solving, Communication skills and team orientation
among students for meeting the HR requirements.

Course contents:
Unit: I
The Genesis
The Evolution of the Discipline, Concepts and Contours of HRM, Linking Organization strategic
planning with Human Resource Planning Job Design and Job Analysis

Unit: II
Employee Sourcing –I Recruitment , Employee Sourcing – II Selection, Employee Engagement

Unit: III
Employee Development, Employee Retention

Unit: IV
Industrial Relation and Legal Perspective of HRM, HR Audit and Information System

Books Recommended:
1. SubbaRao. Essentials of Human resource Management and Industrial relations; Himalaya
Publishing.
2. Rao,T.V.Human resource development. Response books. Decenzo,D. Robbins S.P.
Fundamentals of Human resource management. John Wiley and sons.
4. Mello,A.Jeffery.Strategic human resource management, Cengage learning.
5. Gomez-mejia,Balkin,Cardy.Managing Human resource,(4th edition) PHI.
6. Ivancevich,J.M. Human resource Management. TMH
7. D. Bhatacharya, Human Resource Management, Excel Books.
8. Venkatratnam,C.S,Understanding Industrial relations,Oxford.
9. Dessler,G. A framework of Human resource Management.(10th Edition) Pearson.
10. Aswathapa, Human Resource & Personnel management, TMH

Paper: 3 FINANCIAL MANAGEMENT (FM) Credit: 4


Code: MGFM1202
Course Objective:
Developing skills for preparation and interpretation of business information apart from application of
financial theory in investment decisions, with special emphasis on working capital management,
Capital Budgeting and other concepts.

Course Contents:
Unit: I
An Overview of Financial Management:
Finance Functions; Goal of Financial management - Profit Maximisation vs. Wealth Maximisation;
Agency problem, The Financial Environment
Risk and Return Analysis:

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Stand Alone Risk; Statistical Tools for Measuring Risk; Portfolio and Risk Diversification;
Systematic Risk and Unsystematic Risk; Expected Rate of Return and Realized Rate of Return for a
Single Asset and a Portfolio.
Time Value of Money:
Concept of Time Value, Discounting and Compounding; Multi-period Compounding; Nominal Rate
of Interest vs. Effective Rate of Interest; Loan Amortization

Unit: II
Financing Decision – Capital Structure
Leverage and Capital Structure, Impact of Leverage on Capital Structure: EBIT-EPS Approach;
Capital Structure and Firm Value – Net Income Approach, Net Operating Income Approach, Capital
Structure Practices in India.
Investment Decision – Capital Budgeting:
Project Classification; Investment Evaluation Techniques: DCF and Non-DCF Techniques; NPV vs.
IRR; MIRR; Cost of Capital, Assumptions of Cost of Capital, Components of Cost of Capital and
WACC

Unit: III
Dividend Decision – Retained Earnings and Dividend Policy
Dividend Policy and Firm Value, Walter’s Model and Gordon’s Model, Factors affecting Dividend
Policy, Forms of Dividend, Stock Splits, Bonus Shares
Short-Term Investment Decisions – Overview of Working Capital Management
Concept of Working Capital, Need, Determinants, Operating Cycle, Estimation of Working Capital

Unit: IV
Cash Management, Receivables Management, Inventory Management.
Books Recommended
1. Fundamentals of Financial Management by R. P. Rustagi, Taxxman
2. Financial Management by I. M. Pandey
3. Financial Management – Theory and Practice by Chandra
4. Basic Managerial Finance by Lawrence A. Gitman
5. Financial Management – Text and Problems by Khan & Jain
6. Fundamentals of Financial Management by Brigham & Houston

Paper: 4 INTRODUCTION TO E-COMMERCE Credits - 2


Code: MBDM1201

Course Objective:
1. To provide a clear understanding of commerce and the impact of electronic sciences in it.
2. To know the various changes occurring in the present era of buyer and seller models. To also
impart knowledge on the various security issues and challenges pertaining to it.

UNIT-I
Introduction to E-Commerce: Definition, Features of E-Commerce, Interdisciplinary nature of E-
commerce, Levels of E-commerce, SWOT analysis of E-commerce, Advantages and limitations to E-
Commerce, Value chains and managerial implications of E-Commerce. E-commerce functions,
Framework of E-commerce,

UNIT-II
Internet The internet and the worldwide web, Basic concepts, Requirements for Internet, the internet
Protocol Suite, internet architecture, Internet service providers (enabling technologies of the
worldwide web) – Types ISP and ISP accounts, Selection of Internet Service Provider, , inter
organizational Commerce and EDI, EDI implementation, mobile Commerce.

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UNIT-III
Computer Networks: Different types of networks, protocols and media. Uniform resource locator,
Communication protocol, Transmission Control Protocol / Internet Protocol (TCP/IP), Hyper Text
Transfer Protocol (HTTP), File Transfer Protocol (FTP), Simple Mail Transfer Protocol (SMTP), Post
Office Protocol, Point to Point Protocol (PPP), Telnet, Gopher, Veronica and Jughead, Wide Area
Information Service (WAIS), Internet Tools, World Wide Web

UNIT-IV
Security and challenges: Electronic payment systems and the issues involved, Types of Electronic
Payment Systems, Dimensions of Electronic Payment System, Traditional Payment Systems vs
Electronic Payment Systems, Electronic Payments and Protocols , security issues and encryption, E-
CRM, E-SCM. E-Strategy, Managerial Issues in Electronic Payment Systems

UNIT-V
Consumer oriented Electronic Commerce: Advertising and Marketing on the internet, Consumer
Search and Resource Discovery, Web based b2b E-Commerce. Intranets and extranets. Legal and
ethical issues, legal infrastructure for E-Commerce in India (The Information Technology Act, 2000),
International cyber laws.

Suggested Readings:
Text Book:

1. Ravi B.Kalakota and Andrew B.Whinston – “Frontiers of Electronic Commerce”. Addison


Wesley, Pearson Education, Asia.
Reference Book:
1. Practical Cryptography”, Bruce Schneir and Neils Ferguson, Wiley-dreamtech India Private Ltd.

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Paper : 5 SALES AND DISTRIBUTION MANAGEMENT (SDM) Credit: 4
Code: MGMK2302
Course Objective:

 To expose course participants to the tools and strategies necessary for designing, motivating
and evaluating sales and distribution management.
 To introduce course participants to national and international sales and distribution Problems
and practices.

Course Content:

Unit: I
Introduction: Evolution of Sales and Distribution Management, Emerging Trends in Sales and
Distribution Management, Linking sales and distribution management; The Selling Process: Roles
and responsibilities of salesman, Steps in personal selling, key success factors and measures, the sales
tools, product features and benefits, Driving visibility, Positive sales call; Sales Territories and
Quotas: Defining and designing sales territories, assigning sales force to territories, Sales Quota

Unit-II
Managing the sales: Persuasion and objection handling, range selling, understanding trade schemes,
retailer billing and trade scheme calculations; Promotion in sales: Selling a promotion, Launching a
new product, Covering new outlets, Organizing & staffing the Sales force: Types of Sales force
organization structure, deciding the size of the sales force, Specialization within the sale organization,
Sales force recruitment and training, Controlling the Sales Force: Reviewing own performance,
Monitoring sales force expenses, Sales Audit

Unit: III
The Indian Distribution Environment: FMCG industry in India, The product Overview, The
consumer and the Shopper, Overview of FMCD & Service Industry; Understanding Key Channel
Institutions: Distribution channels in FMCG, Types of distributor, Distributor’s overview,
Distributors point processes, wholesaling in India, Retailers and their expectations, Types of retailers
and coverage

Unit: IV
Developing a Distribution Strategy: Developing channel objectives, designing the distribution
channel, Use of alternate channels like internet, Managing the distribution channel: Selecting and
appointing the channel members, Conducting appraisal of channel partners, Evaluating channel
members, Strategies to maintain and enhance channel commitment, Managing conflict among channel
members.

Books Recommended
1. Venugopal, P. (2005). Marketing Channel Management: A Customer-Centric Approach. New
Delhi: Response Books
2. Kapoor, R. (2005). Fundamentals of Sales Management. Delhi: Macmillan India
3. Still, R. R., Cundiff, E. W., & Govoni, N. A. P. (1988). Sales Management: Decisions,
Strategies and Cases. (5th edition). New Delhi: Prentice-Hall of India
4. Panda, T. K. & Sahadev, S. S. (2005). Sales and Distribution Management. New Delhi:
Oxford University Press
5. Havaldar, K. K. &Cavale, V. M. (2007). Sales and Distribution Management: Text and Cases.
New Delhi: Tata-McGraw-Hill

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Paper: 6 OPERATION RESEARCH Credits: 2

Code: MBDM1202

Unit: I
Forecasting: Forecasting, Simple Correlation, Regression Analysis, Time Series Analysis

Unit: II
Linear programming: Formulation, Graphic method, Simplex method.
Unit: III
Transportation Model: Initial solution-NWCM, LCM, VAM Test for optimality, MODI method
Unit: IV
Assignment Problem: Hungarian Method, Travelling Salesman problem. Game Theory.

Books Recommended:
1. Operation Research - V.K.Kapoor (Text)
2. Business Statistics - J K Sharma (Text)
3. Fundamentals of Statistics - S.C.Gupta
4. Operation Research - S.D.Sharma

Paper: 7 CONSUMER BEHAVIOR (CB) Credits : 2


Code: MGMK2305
Course Objective:
Understanding consumer behavior is a challenging & interesting experience, every marketer tries to
know how consumers behave before, during and after purchasing any product or service. Insight
gained from consumer behavior will lead the development of an effective marketing strategy that wins
the heart & minds of today’s discerning customer. The course will introduce course participants to the
issues and models in consumer behavior help understand the diversity of the Indian market, the
demographic & psychological differences that account for the same and how marketing strategies are
crafted & executed based on a in depth understanding of Consumer Behavior.

Course Content:
Unit: I
Introduction
The basic notion of consumer behavior and its importance in marketing.
Motivation
Definition, Dynamic nature of motivation, Types & systems of needs.
Personality
Understanding Personality, Theories of Personality (Freudian, Jungian, neo- Freudian, Trait),
Understanding consumer diversity, Self & Self-image.
Perception
Concept, Absolute Threshold, Differential Threshold, Subliminal Perception, Dynamics of perception
(Selection, organization, interpretation).
Learning
Consumer Learning, Behavioral learning theories (classical conditioning, Instrumental conditioning),
Cognitive Learning Theory (Information Processing), Brand Loyalty.

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Unit: II
Attitude
Consumer Attitude: Formation and Change (Process, sources of influence, Strategies and functions),
Tri-component & Multi Attribute attitude models.
Reference Group
Social & Interpersonal Influence, Reference Groups, Consumer Conformity, the Common Man
Appeal.
Family
Family, Role, Functions, Decision Making, Family Life Cycle.
Social Class
Social Class, Mobility, Signs of downward mobility.
Culture
Culture, Basics, Values, Myths, Customs, Rituals, Laws, Acculturation, Subculture.

Unit: III
Consumer Purchase Decision Making
Consumer Decision Making: Levels (Extensive problem solving, limited problem solving, routinized
purchase behavior), Models (Nicosia, Howard- Seth model, Engel- Blackwell- Miniard Model),
Problem recognition and decision-making, Information search and decision making.

Unit: IV
Decision making and Post- purchase behavior
Evaluation of alternatives, purchase decision making, and post- purchase behavior, marketing
applications: Customer satisfaction and dissatisfaction.

Books Recommended:
1. Consumer Behavior by Schiffman&Kanuk
2. Consumer Behavior by Louden Della Bitta
3. Consumer Behavior by Mowen& Minor
4. Consumer Behavior by William Wilkee
5. Consumer Behavior by Peter Olson
6. Consumer Behavior by Wells Prensky

Paper: 8 APTITUDE AND CAREER ENHANCEMENT-I Credit: 1


Code: MGGM1210
Course Objective:
a) To familiarize the students with the concepts of written test for corporate
b) To provide fundamentals about English , Reasoning and Aptitude

Course Content:
English:
Vocabulary, fill in the blanks, Critical reasoning, Jumbled Paragraph, RC, Usage, English Test
Reasoning:
Syllogism, calendar, Numeric logic. Logical reasoning, Campus puzzles, reasoning test
Aptitude:
Number system, percentage, Profit and loss, Interest, Ratio, Proportion, Mixtures, Permutation,
combination, Probability, Aptitude Test

Paper: 9 COMMUNICATION PERSPECTIVE OF


MANAGEMENT (CPM) Credits: 2
Code: MGGM1206
Course Objective:

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Provide a working knowledge of communication issues and skills required for managers, boost
personal, oral, written and visual communication skills through strategic approach.

Course Content:
Unit: I
Innards of Communication
Roots of misunderstanding in management communication, overcoming barriers, empowering
employees- self-esteem and assertive skills, communicating in diversity of culture.

Lab: Case Studies, role plays on communication situation & style

Unit: II
Written Analysis and Communication
Business proposals and reports, Paragraph writing, expository writing with special emphasis on data
comment, creative writing: AIDA model

Lab: workshops on writing, writing in groups & individual assignments

Unit: III
Business Performance Skills
Making Oral presentation, persuation& negotiation in communication, etiquette in business, Internet
and telephone etiquette.

LAB: Movie review presentations, Writing & presenting persuasive messages, telephone etiquette &
grooming for meeting & presentation

Books Recommended:
Texts
1. Krizen. Merrier. Logan. Williams, Business Communication, Thomson( BC: Krizen).
2. Bovee, Thill and Schatzman, Business Communication Today (BS: Bovee).
3. M. M. Monippally, Business Communication Strategies (BCS: MMM), TMH, New Delhi, 2001.
4. Arthur H. Bell &Dayle M. Smith, Management Communication (MC: AHB & DMS), Wiley
Student Edition, 2005
5. Allan Pease, Body Language

Paper: SIP SUMMER INTERNSHIP PROGRAM Credits: 4


Code: MGGM 1211
Guidelines:
1. At the end of second semester examination, every student of MBA will undergo on-the-job
practical training in any manufacturing, service or financial organization. The training will be of 3
months/weeks. The guidelines of training will be provided before the end of the second semester
classes
2. During the course of training, the organization (where the student is undergoing training) will
assign a problem/project to the student. The student, after the completion of training will submit a
report to the College/Institute. However, the report must be during third semester. A Performance
appraisal by the external examiner will be attached with the report.
3. The report (based on training and the problem/project studied) prepared by the student will be
termed as Internship Training Project Report. The report should ordinarily be based on primary
data. It should reflect in depth study of micro problem, ordinarily assigned by the organization
where student undergoes training. Relevant tables and bibliography should support it. One
comprehensive chapter must be included about the organization where the student has undergone
training. This should deal with brief history of the organization, its structure, performance
products/services and problems faced. This chapter will form part I of the Report. Part II of the

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Report will contain the study of micro research problem. The average size of Report ordinarily
will be 100 to 150 typed pages in standard font size (12) and double spacing. Three neatly typed
and soft bound (paperback) copies of the report will be submitted to the College/Institute. The
report will be typed in A-4 size paper.
4. The report will have two certificates. One by the College and the other by the Reporting Officer
of the organization where the student has undergone training. These two certificates should be
attached in the beginning of the report.
5. The report will be evaluated by internal and external examiner. It will carry total 100 marks
divided into written report of 50 marks by external examiner and presentation of 50 marks in front
of a panel of at least three faculty members appointed by Director/ Principal of the college.
6. The marks will be awarded by the external examiner to be appointed by the examination division.
7. The format of the report is given below:
 Objective of the Research Undertaken
 Literature Review
 Research Methodology
 Results and Analysis
 Conclusions
 References
 Appendices – to include questionnaire, if any

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SEMESTER – III

Paper: 1 STRATEGIC MANAGEMENT Credits: 4

Code: MBDM2101

Course Objective:
Strategic Management is framed to help the students to learn the concepts related to Business Policies
and Strategic Management so as to understand how a successful Business Policies and Strategies are
framed at different levels of Management for organizational success and smooth functioning of an
organization in today’s dynamic environment.

Course Content:
Unit I
Introduction to Strategic Management:
Definition, Concept, Objective and Significance of Strategic Management, Characteristic of Strategic
Management
Levels of Strategy-Corporate level Strategy, Business Level Strategy, functional Level Strategy,
Types of Strategy- Master Strategy, Programmed Strategy
Strategic Decision Making-Issues in strategic decision making-Criterion for decision making,
Rationality, Creativity and Variability in decision making, Person Related factors, Individual and
Group decision making, Difference between Business Policy and Strategy
Strategic Management Process (SMP)-Condensed model, Circular model and SMP by William
Gluek

Unit II
Strategic Planning and Appraisal
Strategic Intent: Concept, Formulation and Characteristics of Vision, Mission, Business Definition,
Goals and Objectives, Strategist and their Role in SM
Environment Appraisal- Concept and Characteristics of Environment, Concept and types of
Environment Appraisal, Internal and External Environment, Approaches ofExternal Environment
Appraisal: systematic Approach, Ad-hoc Approach and Processed form Approach, Techniques of
Environment Appraisal: Information Gathering, Spying, Forecasting—Quantitative technique,
Qualitative Technique, Casual Method, Quick Environment Scanning Technique (QUEST)
Process of Environmental Appraisal:-Identifying the Environment Factors—Issue Priority Matrix,
Structuring of Environment Appraisal –Environment Threat and Opportunity Profile (ETOP),
External Strategic Factor Analysis Summary (EFAS), Political, Economic, Social and Technological
(PEST) Analysis
Organizational Appraisal: Concepts & Capability Factors- VRIO Framework, Ohame’s Approach,
Jausch and Osborn model, Porter’s Value Chain Model, SWOT Analysis as a Tool for assessing
Organizational Capabilities and Environment Opportunities

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Unit III

Strategic Analysis and Choice


Corporate Level Strategies: Stability Strategy, Growth Strategy, Retrenchment Strategy and
Combination Strategy
Business Level Strategy: Porter Generic strategy model, Market Structure Strategies—Market
Leader Strategies, Market Challenger Strategies, Market Follower Strategies, Market Niche Strategies
Approaches to choose Strategic Alternatives—Passive Approach, Active Approach, Programmed
Approach, Flexible Approach, Contingency Approach, Inside out planning Approach, Integrated
Approach and Entrepreneurial Approach
Strategic Choice—focusing on alternatives, Business definition and alternatives consideration,
considering the selection factors, Evaluation of Strategic alternatives, making the strategic choice
Corporate Level Strategic Analysis: BCG Matrix & GE 9 cell Matrix, Hofer’s matrix, Directional
Policy Matrix, Strategic Position and Action Evaluation (SPACE) analysis, Business Level Strategy
Analysis: Life Cycle Analysis, Industry Analysis (Porter’s Five Forces), Entry and Exit Barrier and
Competitor analysis

Unit IV

Strategic Implementation:
Interrelation between Strategy Formulation and Implementation, Aspects of Strategy
Implementation-Pyramid Approach
Project implementation—Phases of project (conception, Definition, Planning, implementation and
clean up phase),
Procedural and Structural Implementation— Procedural Implementation–Introduction of
Regulatory framework and Licensing procedures, SEBI Requirements, and Patenting Requirements,
Resource Allocation, Structural Implementation: An overview of: Structural Consideration,
Structure for Strategies—Entrepreneurial Structure, Functional Structure divisional Structure, SBU
structure, Matrix structure,
Behavioural and Functional Implementation: An overview of: Leadership, Corporate Culture,
Functional /Operational Implementation: An overview of: Functional Strategies (financial plan and
policies, marketing plan and policies, operational plan etc.)

Unit V
Strategic Evaluation and Control:
Strategic Evaluation: Importance, Barriers and Techniques to remove the Evaluation Barriers,
Process of Strategic Evaluation: Setting standards of performance, measurement of Performance,
Analyze the variances, Taking Corrective Actions
Strategic and Operational Control: Concept of Strategic Control–Premise Control, Implementation
Control, strategic Surveillance control, Special alert control, Concept of Operational control,
Techniques of Operational Control –Internal Analysis, Comparative Analysis, Comprehensive
Analysis—Balanced Score Card, Key factor rating, Difference between Strategic Control and
Operational Control
Techniques for Strategic Evaluation and Control: Mc Kinsey’s 7s Framework.
Role of Organizational Systems in Evaluation: Information System, Control System, Appraisal
System, Development System

Books Recommended:

Text Books:

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1. AzharKazmi, “Business Policy & Strategic Management”
2. Arthur A. Thompson Jr.andA.J.Strickland, Strategic Management-Concepts and Cases

Reference Books:

1. M.Shrivastava , Management Policy and Strategic Management (Concepts, Skills and Practices) –
.
2. P.Subba Rao, Business Policy and Strategic Management
3. Ramaswamy ,Strategic Planning Formulation of Corporate Strategy
4. L.M. Prasad, Business Policy and Strategy, Sultan Chand and Sons

Paper: 2 LEGAL ENVIRONMENT FOR ENTERPRISE Credits: 2


Code: MGGM2315
Course Objective:
To introduce the students to some of the most important laws of business, particularly in the areas of
contract law, sale of goods, company law and legal frameworks for conducting business. To equip the
students with the minimum legal framework for starting a business venture and running it successfully
in conformity with legal parameters.

Course Content:
Unit :I
Introduction ;Scope and subject matter of Business Law, Source of laws;

Unit: II
Law Of Contracts, Special Contracts, Partnership act, Sale of Goods Act(1930),

Unit: III
Negotiable instruments act(1881),Companies law Act(1956),

Unit: IV
Consumer Protection Act(1986), Information technology Act(2000)

Books Recommended:
1. S.S.Gulshan and G.K.Kapoor ; Business Law including Company Law.New Age International
Publishers.
2. Mercantile law by N.D.Kapoor
3. Company law by Majumdar& Kapoor, Taxmann

Paper: 3 BUSINESS ETHICS AND CORPORATE GOVERNANCE Credits: 2

Code: MBDM2102

Course Objective:
Students will be able to recognize the political, social, ethical, and global context underlying the rules of
business law and they will be able to apply the business laws to business conflicts and management
challenges.

UNIT-I

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Introduction to Ethics and Values: Nature of Business Ethics and Values, Significance and types of
values, Ethics and Religion, Culture and Ethics, Social culture and Individual Ethics, Factors
Influencing Business Ethics, Ethics as strategy, Ethics of Great Philosophers – Albert.Z.Carr,
Aristotle, Niccolo Machiavelli, Karl Marx, Suntzu: The art of war of Sun Tzu, Might-equals-right
approach of Karl Marx.

UNIT-II
Ethical Decision Making: Ethical Decision Making, Difficulties in Ethical Decision Making, Power
and Politics in organizations: Bases and sources of power, Coalitions, Managing Ethics: Ethics codes
–Comparison of codes of Ethics, Codes of Conduct, codes of Practice, Ethics Programs, Kohlberg’s
Study and Business Ethics, Laws of Enforcing Ethical Conduct: Laws and Ethics, Justice –Theory of
Natural Law, Law as a guide to Moral Choice, Role of the Government of India in Enforcing Ethical
Behaviour.

UNIT-III
Ethics in Marketing and Accounting: Ethics in Marketing –Product relative ethics, Competition
Relative Ethics: Advertising as a process of competitive strategy, Piracy and predatory as a strategic
choice, Ethics in Finance Accounting and Reporting, Insider Trading.

UNIT-IV
Introduction to Business Etiquette: Introduction to Business Etiquette, First Impression, Creating
Professional Style and Presence, Building an Appropriate Work Wardrobe, Dress Codes, Personal
Hygiene and Grooming, The Art of Meeting and Greeting, Body Language, Remembering Names,
The Art of Making Conversations, Sparking A Conversation, Handling Office Conversations,
Respecting Ethnic, Cultural, and Gender Differences, Improving Your Telephone Manners, Speaking
and Listening on the Phone.

UNIT-V
Handling Diverse Environments: Etiquette in a Diverse Business Environment, Working in a Diverse
Environment, Respecting Physical Differences, Dealing with Specific Disabilities, Respecting Racial
and Ethnic Differences, Respecting Gender Differences, Handling Conflicts Introduction, Workplace
Dynamics, Handling Problem Personalities, Managing Conflicts, Business Communication and Other
Etiquette, Etiquette at Major Events, Travel Etiquette, Women Travellers.

Suggested Readings:

Text Book:
1. Paul J. Zak and Michael C. Jensen, Moral Markets: The Critical Role of Values in the Economy,
Princeton University Press, 2008.

Reference Books:

1. Daniel Freidman, Morals and Markets: An Evolutionary Account of the Modern World, Palgrave
Macmillan, 2008.

Paper: 4 LOGISTICS AND SUPPLY CHAIN MANAGEMENT (LSCM)


Code: MGOM2302 Credit: 2

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Course Objective:
This course is aimed at creating awareness on the desirability of supply chain management (SCM)
concepts for the Indian Industry. The focus will be on integrated supply chain management systems.
The integration of the physical (material flow) and virtual (information flow) value chain across
multiple organizations will be highlighted. The emphasis will be on cross-functional approaches to
supply chain management, including marketing, sales, research & development, finance and
accounting, manufacturing/operations, and information technology. The participants will get a chance
to rethink the way the organization integrates suppliers, production and distribution in the globally
competitive economy.
Course Content:
Unit: I
Overview of supply chain management, objectives of a supply chain and the decision phases in a
supply chain, the process views of a supply chain, nature and scope of supply chain management,
model of supply chain management, Logistics, warehousing and Expediting, Logistics and SCM
Relationship, Importance of Logistics/supply chain management.
Drivers of supply chain performance, A framework for structuring drivers, Facilities, Inventory,
Transportation, Information, Sourcing, Pricing, Obstacles to achieving fit.

Unit: II
Logistics/supply chain network design and its importance, steps involved in logistics/supply chain
network design process, factors influencing network design decisions, “design of channel of
distribution” and the considerations of channel design.
Strategic Decisions in Supply Chain, Linking to corporate strategies, Role of Third party and
integrated- logistics service providers.
Role of sourcing in supply chain
Importance of sourcing in a supply chain, sourcing grid matrix and guidelines, purchasing procedures
and commonly deployed practices, strategic sourcing.

Unit: III
Demand management and customer service, performance measures for customer service, demand
management process and the problems in demand management, basic approach to demand forecasting
and the forecasting methods or techniques, how to establish a customer service strategy. “Bull-whip
effect” in a supply chain, managerial levers to achieve coordination within a supply chain.
Role of transportation in a supply chain, characteristics of transportation modes and carrier
selection, transportation infrastructure available in the country, concepts of transportation economy
and pricing, various transportation strategies employed by transportation managers.
Role of Information Technology in a supply chain, customer relationship management (CRM)
approach and the supplier relationship management (SRM) approach, various logistics/supply chain
information technologies used.

Unit: IV
Organisation and control in supply chain Need for logistics/supply chain organisational structure
and its importance, various types of organisational structures in integrated logistics which have been
evolved over time, organisational design.
Dimensions of performance measures, measurement criteria used in supply chain management,
major categories of performance metrics, performance measures for supply chain management,
various types of performance measures, SCOR model and balanced score card method, Confidence
limit.
Global SCM and future of SCM Cost drivers and impact on global supply chain configuration,
challenges in establishing a global supply chain, changing perspectives of logistics infrastructure.

Books Recommended:
1. Supply Chain Management – N Chandrasekharan(Text)
2. Supply Chain Management - Chopra • Meindl (Text)
3. Supply Chain Management - K Shridhar Bhatt
4. Supply Chain Management for competitive Advantages –Rangaraj

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SEMESTER – IV

Paper: 1 PROJECT MANAGEMENT Credits: 4


Code: MGGM2316
Course Objective:
Project Managementis a fast-growing and increasingly ‘professionalised’ discipline with record
numbers of practitioners now gaining the PMI certification. As a mainstream skill, critical to business
success, and under closer scrutiny for the benefits it delivers, it’s important the students of today – and
practitioners of tomorrow – can rely on a comprehensive and contemporary text to support their
learning. It takes a decision-making, business-oriented approach to the management of projects, which
is reinforced throughout the text with current examples of project management in action. Upon
completion of this course, attendees will be able to: Define and describe common project management
terminology. Use a step-by-step process to manage projects faster while using fewer resources, Avoid
common pitfalls and mistakes in managing projects, Apply the Tricks of the Trade® used by
thousands of project managers around the world in the IT, IS, New Product Development, Financial
Services, Manufacturing, Pharmaceutical and other industries.
Course Content:
Unit: I
Project Management framework; Introduction to Project Management; Project Life Cycle and
Organisation, Project vs. Operational work, Stakeholders, Organisational Influences
Project Management Process for a Project, groups, Initiating, planning, executing, monitoring
&controlling and closing process groups.
Project management Knowledge area;
Project Integration Management; Develop project charter, develop project management plan, direct
and manage project execution, monitor and control project work, perform integrated change control,
close project or phase.

Unit: II
Project Scope Management; collect requirements, define scope, create WBS, verify scope, control
scope
Project Time Management; Define activities, sequence activities, estimate, develop and schedule

Unit: III
Project Cost Management; Estimate costs, determine budget, control costs
Project Quality Management; Plan quality, perform quality assurance, perform quality control
Project HR Management; Develop HR plan, acquire project team, develop and manage project team

Unit: IV
Project Communications Management; Identify stakeholders, plan communication, distribute
information, manage expectation of stake holders, report performance
Project Risk Management; Plan risks; identify risks, perform quality and quantitative risk analysis,
plan risk responses, monitor and control risks
Project Procurement Management; Plan procurements, conduct procurements, administer
procurements, close procurements

Books Recommended:
1. Projects: Planning, Analysis, Financing, Implementation & Review, Prasanna Chandra
2. Small and Medium Enterprises in India: IIBF (Know your banking-V)
3. Introduction to Project Finance: An Analytical Perspective, H R Machiraju
2. Project Management, Maylor
3. Project Management : By Jeffery Pinto
4. Project Management, K.Nagarajan
5. A Guide to The Project Management Body of Knowledge (PMBOK® Guide) 4 th edition

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ELECTIVES

Paper:1 WEB TRAFFIC GENERATION Credits: 2


Code: MBDM2201
Objective: This value added course is designed to inclucate the practical skills, with the help of an
instructor, in order to generate prospects to a brand or business in order to build engagement activities
that will result in conversion of the prospect to a consumer.

 Social Media - Likes, Comments, Shares


 Social Bookmarking - Follow
 SEO - Keyword Listings
 PPC - Ads & Bids
 Web 2.0 - UGC (User Generated Content)
 Hubpages + Squidoo
 Youtube video marketing
 Offline
 Forum Marketing
 Guest Blogging + Blog Commenting
 Article Marketing
 Forum Sites

Paper:2 LINK BUILDING & EWOM Credits: 2


Code: MBDM2202
Objective: With the help of a trainer / an instructor, this course would provide insights and practical
hands-on experience in buildinglistings and references for a brand and/or business through the usage
of their websites, so as to generate more audience and usersdiscuss about it, follow and eventually,
promote the site directly or indirectly.

 Article Sites
 Article Directory
 Answer Sites
 Quora Threads
 Back-linking
 Ahrefs
 Review sites
 Search Engine Submissions
 Social Sites - Community Creation
 Forum Postings
 Link exchange & Link baiting
 Photo-sharing

Paper: 3 SOCIAL MEDIA MARKETING Credits: 4


Code: MBDM2203

Course Objectives:

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Understand and plan content for online marketing. Learn how to use social media to meet
organisation’s acquisition and brand objectives; Learn to incorporate best social media practices into
marketing campaign.
Course Content:
Unit I
Introduction to Social Media Marketing
What Is Social Media Marketing? Big Brands and Social Media, Small Business and Social Media,
Social Media and Blogging, History, Platforms, Content Strategies, Building an Audience, Takeaway
Tips

Unit II
Social Media Platforms
Twitter and Microblogging, Introduction, History, Protocol

Unit III
Social Networking
Social Networking, Introduction, History, Facebook, LinkedIn, Media Sharing, YouTube, Flickr,
SlideShare

Unit IV
News & Bookmarking
Social News and Bookmarking, Introduction, Digg, Reddit, StumbleUpon
Ratings and Reviews, Introduction, Yelp, Other Sites
Forums, Research, Engaging

Unit V
Social Media Strategy
Strategy, Tactics, and Practice, Monitoring, Research. Campaigns versus Ongoing Strategy,
Integration, Calls to Action
Measurement, Metrics, Goal Setting, Software

Recommended Books:

Text Books:
1. Tracy Tuten , Michael R. Solomon, Social Media Marketing, Kindle Edition, 2012
2. Tim Kitchen, Tashmeem Mirza, Profitable Social Media Marketing: Growing your business
using Facebook, Twitter, Google+, LinkedIn and more, Exposure Publishing; 1 edition, 2013

Books Recommended:
1. Barker, Social Media Marketing: A Strategic Approach, Cengage; 01 edition, 2013
2. Social Media Marketing Successfully For Beginners: Create Successful campaigns, gain more
fans, and Boost Sales, 2014 by F.R. Media

Paper: 4 BRANDED CONTENT AND THE FUTURE OF MEDIA Credits: 4


Code: MBDM2204

Course Objective:
Media are evolving and branded communication must keep pace. This will cover the innovations in
this area. Given the power of media to influence consumer beliefs, knowledge and attitudes to brands

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and businesses, this is a vital link; it will also explore the latest trends of media & content; user
generated content and its impact on media monetisation and the entire media business model.

Course Content:
Unit I
Branded Content – The New Form of Entertainment
The Brand Integration Continuum, Publicity beyond Placement, Future of Branded Entertainment,
Eight Tips to Enhance Content Marketing, Remembering the Essentials Learning from the Masters.

Unit II
Brand Story
Discovering the Brand Story, From Brand Story to Brand Promise and Personality, Designing and
Executing the Brand Story, Service Experiences, Product and Packaging, Corporate Social
Responsibility and Sustainability.

Unit III
Consumer Generated Content
Definition and Insights on Consumer Generated Content, Do-It-Yourself (DIY) Advertising, Product
Development, Opportunities for Co-creation, Four Building Blocks of Co-creation.

Unit IV
Gamification
Gamification and the Fun Theory, Gamification and Major Brands, Five Elements of Gamification in
a Branding Strategy, Advergaming, Gamevertising, Principles of Gamification.

UnitV
The Future of Media
Scenario Planning, Interpreting Scenario, Dynamic Content Creation, Strategic Framework of the
Future of Media, The Consumer/Creator Archetype, Revenue and Ad Aggregation, Distribution:
Channels, Devices, and Mobility, Globalization and Localization, Shifting Advertising Channels -
Growth in Digital Advertising, Social Networks, Blogging Platforms, Drivers of Value, The Forces
Shaping Media--Increasing Media Consumption, Fragmentation, Participation, Personalization, New
Revenue Models, Generational Change, Increasing Bandwidth; Future of Media Lifecycle Cases.

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Recommended Books:

Text Books:
1. Parreno, Jose Marti, Engaging Consumers through Branded Entertainment and Convergent
Media, IGI Global, 2015
2. Shay Sayre, Cynthia King, Entertainment and Society: Influences, Impacts, and Innovations,
Routledge, 2012

Reference Books:
1. Damaris Valero, Branded Entertainment: Dealmaking Strategies & Techniques for Industry
Professionals, J. Ross Publishing, 2014
2. AhavaLeibtag, The Digital Crown: Winning at Content on the Web, Newness, 2013

Paper: 5 IDEAS, BRANDS AND BUSINESS Credits: 2


Code: MBDM2205

Course Objective:
To help students gain conceptually deep understanding of branding and associated factors. To also
make the students aware of the latest trends in branding in domestic and global front.

Course Content:
UnitI
Basics of Brands and Business
Branding and brands. Consumer benefits---Rational vs Sensory vs Emotional. Maslow’s hierarchy.
Consumer Needs vs Wants and the social and family implications. Emergence of new consumer
classes and the potential conflicts between generations. Brand Equity & Brand Ideas & Brand
Positioning. Branding beyond commerce—politics & religion & charity.

Unit II
Brand Identity
Brand Identity & Logos &Colors& Images. The brand base line.The role of visual and audio
properties.Brand promise & Brand Personality. Brand Image, Differentiation, and Competitive
advantage through Branding

Unit III
Market Opportunities and Brand Positioning
How to identify opportunities? What is latent need? How to anticipate emerging and changing needs?
The foundations of Brand—Consumer relationship.The evolving shift of power and influence. Brand
Positioning Statement

Unit IV
Role of Brands in Global Businesses
The power of brands, Emotional leverage of brands, Branding to meet the needs of consumers across
borders, No Logo and Pro Logo, Sustainability of brands, Repositioning of Brands, Branding mistakes
due to cultural negligence

Unit V
Trends in Brands and Business
Latest Trends in Branding, Consumer Trends that have affected Branding strategies, Application of
Technology in Branding, Branding strategies for changing consumer attitudes, Case studies

Recommended Books:

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Text Books:
1. Jean-Noel Kapferer, the New Strategic Brand Management: Advanced Insights and Strategic
Thinking, Kogan Page Publishers, 2012
2. Kevin Lane Keller, Strategic Brand Management, Pearson Education, 2013

Reference Books:

1. Tilde Heding, Charlotte F. Knudtzen, MogensBjerre, Brand Management: Research, Theory and
Practice, Taylor & Francis Limited, 01-Dec-2015
2. LucieScholz, Brand Management and Marketing of Luxury Goods, Anchor Academic
Publishing (aap_verlag), 01-Feb-2014

Paper: 6 BRAND PLANNING AND CONSUMER INSIGHTS Credits: 4


Code: MBDM2206

Course Objective:
To teach the students how to constantly design and execute intelligent and innovative research studies
to scan the environment, identify consumer insights, and use those insights to manage the brand.

Course Content:
UnitI
Account Planning
The Birth of Account Planning, The Need for Account Planning, What Roles does Planning Fulfil?,
Typical Characteristics of an Account Planner, Account planning and its stakeholders.

Unit II
Creative Brief
The Creative Brief, Elements in a Creative Brief, Developing a Creative Brief through Research,
Research for UNUM insurance – A Case Study, Location for Conducting the Research, Developing
the Creative Idea – A Case Study, Developing the Creative Brief in Digital Medium, What is a Media
Brief? Media Planning and Strategy.

Unit III
Consumers in India
The Indian Consumer, Current Scenario - Many Consumers, Many Choices, Consumption in Rural
Areas, The Way Forward for Marketers, Changes in the Habits of the Indian Shopper, Virtual
Shopping, Deals and Discounts, Impulsive Buying, Individualised Shopping, Many Shopping
Seasons, Consumer Insights, The In-Store Behaviour of Asian Consumers, The Indian Shopper.

UnitIV
Media Mapping
Media Mapping Across Target Groups & Different Products & Services, Translating An Idea Across
Different Media & Languages, What Is Media Neutral Or Media Plural, Customizing Tasks Across
Media Campaign Management & Reporting.

UnitV
Brand Planning and Ideation
Multi-Media Campaigns Imperatives, Similarities between Traditional Account Planning, Creative
Direction or Trigger, Influence of Creative Planners in Ideation. Media — The New Creative Frontier,
Synergies Across Ideation & Media Planning & Scheduling, Genuinely Fresh Media Ideas & Their
Creative Expression, Brand Building Through Creative Planning Across Categories & Domains,
Implications For Differing Campaign Tasks And For Differing Target Audiences.

Recommended Books:
Text Books:

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1. A. Young, Brand Media Strategy: Integrated Communications Planning in the Digital Era,
Springer, 22-Sep-2014
2. Adam Kahane, Kees Van Der Heijden, Transformative Scenario Planning: Working Together to
Change the Future, Berrett-Koehler Publishers, 2012

Reference Books:
1. Paul N Hague, Nicholas Hague, Carol-Ann Morgan, Market Research in Practice: How to Get Greater
Insight From Your Market, Kogan Page Publishers, 2013
2. Wayne C. Booth, Gregory G. Colomb, Joseph M. Williams, William Fitzgerald, Joseph Bizup, The Craft
of Research, University of Chicago Press, Fourth Edition 2016.

Paper: 7 DIGITAL STRATEGIES AND PLANNING Credits: 4

Code: MBDM2207

Course Objective:
Create a digital marketing plan and budget; Identify suitable measures to set objectives and evaluate
digital marketing; Review and prioritise strategic options for increasing customer acquisition,
conversion and retention.

Course Content:
Unit I
Introduction
Trends and directions in e-business.E-visioning. An introduction to the key e-business models.Case
analysis of e-business ventures.

Unit II
E-Business Planning
E-Market analysis methodologies. Organizing e-business.Justifying e-investment
appraisal.Structuring the e-business plan. Business and Operational Aspects of e-business:

Unit III
E-Business Risk Analysis
Investors’ perspective of e-business proposals.Technology enablers of e-business collaboration.

Unit IV
E-Business Collaboration
Designing processes for e-business collaboration and e-business process analysis. Principles of
Customer Relationship Management.

Unit V
Trends in E-Business
Emerging Aspects of e-business: The e-business regulatory framework.The evolution of e-business
and e-strategy consulting.

Recommended Books:

Text Books:
1. Michael E-Porter Strategy and the Internet digital E-Book Harvard Business School
2. Christopher Bones, James Hammersley, Leading Digital Strategy: Driving Business Growth
through Effective E-commerce, Kogan Page Publishers, 2015
3. Peter Weill, Michael Vitale, Place to Space: Migrating to E-business Models, Harvard Business
Press, 2013

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Reference Books:
1. Ira Kaufman, Chris Horton, Digital Marketing: Integrating Strategy and Tactics with Values, a
Guidebook for Executives, Managers, and Students, Routledge, 2014
2. Larry Weber, Everywhere: Comprehensive Digital Business Strategy for the Social Media Era, John
Wiley & Sons, 2012

Paper: 8 MOBILE & E-MAIL MARKETING Credits: 4

Code: MBDM2208

Course Objective:
1. This course would familiarize the student with the basic understanding of Mobile and eMail
customers and help gain insights in the areas of technology adoption, various devices, changing nature
of services and ecosystems.
Course Content:
Unit I
Understanding the Mobile Consumer: User journey and context Mobile and multi-channel
marketing, User journey examples, the stages of the user journey, Value proposition and user journey.
Technology Change and Adoption: Forty years of radical change, integrated devices, Smartphone
adoption, Global variations, benchmarking marketing activity.

Unit II
Disruption and Integration: The death of in-store retail Convenience, choice and transparency,
Business culture, Single customer view, Next step: marketing automation, Mobile as a change
enabler. Devices, Platforms and Technology: Why It Doesn’t Matter: Mobile-compatible is not
mobile-optimized, Technology challenges, Audience segmentation, and Frictionless technology.

Unit III
Mobile Statistics: Summary , Breakdown of regions, Smartphone adoption levels, Mobile broadband
subscriptions, Breakdown of mobile operating systems worldwide, QR codes, NFC and other
technologies, Mobile social media usage by region. Email Marketing Strategy: Building email
marketing strategy, Building subscriber lists, Building database and Purchasing database, Follow-ups.

Unit IV
Email Marketing Campaign Design: Designing Newsletters, Types of Campaigns, Email Marketing
Reports and analysis, Scope of Email marketing, Influence of modern digital marketing models in
email marketing.

Unit V
Email Marketing Tools: Email Automation, Email Design Reference - Concepts, Design,
Development, Resources. Mailchimp, EMMA, AWeber, Active Campaign. Basics of CSS, Purpose of
CSS Inliner tool.

Recommended Books:
Text Books:

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1. Rowles, Daniel (2013-11-03). Mobile Marketing: How Mobile Technology is Revolutionizing
Marketing, Communications and Advertising (Kindle Locations 178-185). Kogan Page. Kindle
Edition.
2. Hopkins, Jeanne; Turner, Jamie (2012-01-05). Go Mobile: Location-Based Marketing, Apps,
Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your
Business. Wiley. Kindle Edition.
3. David Gilmour (Foreword), Jeanniey Mullen, Email Marketing: An Hour a Day Paperback,
Sybex, 2008
4. Matthew Paulson and Elisa Doucette, mail Marketing Demystified, American Consumer News,
LLC; 1 edition, 2015

Reference Books:
1. Mobile Marketing for Dummies 2013 - by Michael Becker and John Arnold
2. The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers 2014 -
by Ray Poynter and Navin Williams
3. Ian Brodie, Email Persuasion: Captivate and Engage Your Audience, Build Authority and
Generate More Sales With Email Marketing, Rainmaker Publishing; 1 edition, 2013

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Paper: 9 SEARCH ENGINE OPTIMIZATION Credits: 2

Code: MBDM2209

Course Objective:
To explore the underlying theory and inner workings of search engines..

Course Content:
Unit I
Introduction to SEO: What is Search Engine Optimization (SEO)? Introduction to SERP, What are
search engines?How search engines work?Major functions of a search engine.

Unit II
Search Engine Traffic: What is traffic? Different types of traffic, What are keywords?Different
types of keywords, Google keyword planner tool, Keyword research process.

Unit III
On-Page Optimization: Keyword optimization, Content optimization, adding social media plug-ins
on Web pages, Internal linking, Meta tag creation, Creating Web page in HTML.

Unit IV
Off-Page Optimization: What is page rank? How to increase page rank? What are back links?Types
of back links, what is link building?Types of link building, Do's and Don'ts of link building.

Unit V
Optimized Content Strategy: How to write optimized content, Monitoring SEO process, Preparing
SEO reports.

Recommended Books:

Text Books
1. Eric Enge, The Art of SEO, Shroff/O'Reilly; Second edition, 2012
2. Dr Andy Williams, SEO 2015 & Beyond, CreateSpace Independent Publishing Platform; Fourth
edition, 2014
Reference Books
1. EMarketing -The essential guide to marketing in a digital world, Rob Stokes and the Minds of
Quirk, Quirk Education Pty (Ltd). 5th Edition, 2012
2. Bruce Clay, Search Engine Optimization All-in-One for Dummies, John Wiley & Sons, 2015

Paper: 10 SEARCH ENGINE MARKETING Credits: 4

Code: MBDM2210

Course Objective:
To explore the marketing aspects of search engine and understand the importance of Google
AdWords and other elements of Search Ad

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Course Content:
UNIT-I
Search Engine Marketing – Meaning, Importance, Difficulty, Visitor’s behavior, Searcher’s Intent,
Working of search engine and how to work the search engine; Introduction to Paid Marketing:
Introduction to PPC, Types of Campaigns, PPC Campaign Setup

UNIT-II
Planning and Creating Search Marketing Programs – Identifying website goals, Measuring website
success, Search marketing strategy and Setting up search marketing program; Choosing target
market segment, Content Listing, Optimizing Content, Content Quality, Making search marketing
operational.

UNIT-III
Google AdWords: Keywords, Ad Groups, Ad Copy, Geo Targeting, Landing Pages, Demographic
Targeting, Search Re–targeting, PPC ROI Tracking, Video/Mobile PPC; Ad Groups and Keywords
setup: Bidding strategies, AdRank, Quality Score Optimization, AdWords, Ad Formats. Constituents
of an AdWords campaign

UNIT-IV
Elements of search ad: Ad text, Display URL, Ad Extensions; Ad Extension – Local extensions, Call
extensions, social extensions, seller ratings, sitelinks, offer extensions, image extensions; Shopping
Campaigns, Dynamic search campaigns, Display Ad Campaigns; Targeting options: Keywords and
match types, Language and location targeting, Behavioral and Demographic Targeting; Bidding and
ranking for search ads.

UNIT-V
Planning and Settling up a search advertising campaign, Tools to grow keyword list and to determine
keyword volumes, Advantages and disadvantages on search advertising; Remarketing campaigns:
Mobile Apps marketing, Video Marketing, Ad Words tools MCC Account: Ad Words Editor Tool,
Conversion tracking, Ad Words certification exam

Suggested Reading:

Text book:

1. Bill Hunt and Mike Moran, Search Engine Marketing, Inc. Driving Search Traffic to Your
Company's Web Site, IBM Press, 2015

Reference Book:
1. E-Marketing: The essential guide to marketing in a digital world. By Rob Stokes and the
Minds of Quirk. Published by Quirk eMarketing (Pty) Ltd

Paper: 11 TECHNOLOGY OF E-COMMERCE Credits: 2

Code: MBDM2211

Objective:
This course aims to strengthen and wider the technical knowledge of students as they will be
encouraged to research on emerging technological innovations related to the net. Students will also be

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expected to understand the integration of distributed database technologies within the internet
architecture

Unit I
Introduction to E-Commerce and E-Business:
Meaning & Concept, E-Commerce vs. Traditional Commerce, Growing trends of e-Commerce,
Growing trends of Customer intelligence

Unit II
Media Convergence
Business applications & Need for E-Commerce, E-Business. Basics of E-Commerce: Network and
electronic transactions today

Unit III
Convergence of information and communication technologies
Demands for higher bandwidth and guaranteed quality of service, Mobile communications, Shift from
Computers to Mobile Phones. Importance of Mobile Applications (Apps).

Unit IV
The database technologies relevant to electronic commerce.
Emphasis on data warehousing, Emphasis on data mining. Emphasis on intelligent agents.
Perspectives on technology evolution of the Internet.

Recommended Books:
Reference Books
1. M.Mallah Web Development with Oracle Portal Prentice Hall ISBN 0130600377
2. K.Martin, G.Honda The Essential Guide to Internet Business Technology Prentice-Hall ISBN
0130428205
3. H.Newton Newton’s Telecom dictionary CMP Books ISBN 1578201047

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Paper:12 ONLINE REPUTATION MANAGEMENT Credits: 4

Code: MBDM2212

Course Objective:
The world-wide-web is an ever-growing platform. Quality websites and portals have been in
discussion throughout the world for a very long time. In Online Reputation Management, we learn
about various techniques to know the effectiveness of businesses online.

Course Content:
Unit I:
Why care about Online Reputation Management (ORM)
Online Reputation Management (ORM): Opportunities and Trends - Relevant Global & Local ORM
Success Stories

Unit II
How to Listen Online for Brand Conversations
Importance of Listening Online - Tools for Effective Listening: Google Alert, Tweet Deck, Hoot
Suite, Radian6 - Competitive Research - Exercise: Real Time Listening

Unit III
Analysing and Measuring Sentiment for a Brand
Correlation between Sentiment and Business Metrics - Measuring and Analysing Sentiment for a
Brand - Exercise: Real Time Analysis & Measurement

Unit IV
Dealing with Negative Conversations
The myth about Negative Conversations on Social Media - Importance of Acknowledgement -
Effective response to negative conversations - Public vs Private resolution

Unit V
Creating ORM Strategy
ORM Strategy Framework: From Objectives to Measurement - Exercise: Creating & Presenting ORM
Strategy

Recommended Books:

Text Books:
1. Charlie Pownall, “Managing Online Reputation: How to Protect Your Company on Social
Media” Springer, 2015
2. Kevin Pho, Susan Gay, “Establishing, Managing, and Protecting Your Online Reputation: A
Social Media Guide for Physicians and Medical Practices” Greenbranch Publishing, 2013
Reference Books:
1. Anne Marie, “How to Perform Online Reputation Management - The Guide to Proactive
Reputation Management, Reputation Monitoring and Crisis Management” Rank Books, 2014
2. Jesse Russell, Ronald Cohn, “Online Reputation Management” Book on Demand, 2012

Paper: 13 AFFILIATE MARKETING Credits: 2

Code: MBDM2213

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Course Objectives:
This course aims to teach the basics of affiliate marketing.

Course Content:
Unit I
Introduction to affiliate marketing: Difference between referral and affiliate marketing- merchant,
affiliate, network, types of affiliate websites. Partnership with affiliate networks, adsense& ad
network: compensation methods, current and past issues, email spam, search engine spam, google
slap, adware, trademark bidding, cookie stuffing, lack of self-regulation and industry standards.

Unit II
Setting up an affiliate website: Web design and development, capturing visitor credentials,
integrating social plugins, integrating third party tools, developing plugins, add-ons, apps and widgets.

Unit III
Strategic planning: Locating and signing up with affiliate networks, implementing outbound
tracking links, driving traffic to the website, affiliate marketing - case studies : case study -
couponraja.com, distributing plugins, add-ons, apps & widgets, case study - invisible hand , selling
prominent ad spaces.
Recommended Books:

Text Books:
1. Affiliate Marketing: How To Make Money And Create an Income in: Online Marketing &
Internet Marketing (Blog Promotion, Niche, Passive, Affiliate Business, Online Marketing For
Beginners, Affiliates) Kindle Edition. by Andy Anderson (Author)

Reference Books:
1. The Complete Guide to Affiliate Marketing on the Web: How to Use and Profit from Affiliate
Marketing Programs Kindle Edition by Bruce C. Brown (Author)

Paper:14 WEB CONTENT WRITING Credits: 2

Code: MBDM2214

Course Objective:
Art has been in place ever since knowledge was born. In the modern world, writing, i.e., ‘content’ has
taken a highly significant position as it involves creativity along with technicality. Here, we learn the
methods and techniques to know, practice and develop web content writing.

Course Content:

Unit I
The Art of Writing
Essentials of writing & storytelling - what is storytelling - why is it important - what makes a good
story and a bad one - basic rules of grammar and language - understanding 'tone of voice'

Unit II
Understanding the Reader & Applying Psychology To Writing
The psychology of writing - basic concepts of psychology (with regards to writing) - understanding
how the mind reacts to writing - how to use this knowledge to influence the reader - what readers like
to read (or see/hear)

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Unit III
Writing For the Digital Medium
How to write for digital - what makes writing for digital different - copywriting for the digital medium
- Technical Writing - Creative Writing

Unit IV
Different Types of Writing
Writing for websites - writing for blogs (reviews/UGC etc.) - writing for social media (Facebook /
twitter etc. - Writing for search engines - Web Copy writing - writing for banners/stamp ads

Unit V
After You Write
Proof Reading – Editing – Rewriting - Content based Marketing - Customer Targeting and
Demographics - Content based Analytics and Quality Check

Recommended Books:

Text Books:
1. Lynda Felder, “Writing for the Web: Creating Compelling Web Content Using Words, Pictures,
and Sound” New Riders, 2012
2. Nicole Fenton, Kate Kiefer Lee, “Nicely Said: Writing for the Web with Style and Purpose Voices
That Matter” New Riders, 2014

Reference Books:
1. Janice Redish, Janice (Ginny) Redish, “Letting Go of the Words: Writing Web Content That Works”
Elsevier, 2012

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