INJ BUSINESS SCHOOL PGDM (2010-12) MARKETING ELECTIVE RURAL & SOCIAL MARKETING (MK-05)

OBJECTIVES: The objective of the course is to provide conceptual understanding on the Rural Marketing with special reference to Indian context and develop skills required tor planning of Rural Products. This module thereafter discusses social and environmental marketing as tools for behavior change . The module will cover topics in non-profit branding, social and environmental marketing strategy and objectives, and CSR (corporate social responsibility). UNIT 1 Rural Marketing Introduction: Definition; Myths and Reality of Rural Markets; Characteristics of Rural People; Rural market Environment; Rural Infrastructure; Problems of Rural Marketing as regards Product Positioning; Distributions; Language; Media; Transport etc. Challenges of Rural Marketing. UNIT 2 Rural Marketing Strategies: Rural Market Segmentation; Product Strategies; Pricing Strategies; Promotion Strategies; Distributor Strategies; Rural Marketing Research; Role of IT in Rural Marketing (e-Chaupals etc.) with few case studies; Marketing of Rural and Cottage Industry Products. Future of Rural Marketing in India. UNIT 3 Foundation of Social Marketing: Definition; Nature and Scope; Social Marketing Challenges; Conceptual Framework of Social Marketing; Need for Social Marketing. UNIT 4 Social Marketing Strategies and Applications: Social Markets Segmentation; Product Strategies; Marketing Mix; Pricing Strategies; Promoter Strategies: Role of Govt. and NGO s in Social Marketing; Social Marketing; Applied in Family Planning; Medicare; Small Savings; AIDS Prevention.

SUGGESTED READINGS: 1. S. M. Jha, Social Marketing , Himalaya Publishing House, Delhi, 2004. 2. Kotler P., Strategic Marketing for Non-Profit Organisations , PHI, Delhi 2002. 3. Gopalaswamy T.P., Rural Marketing , Wheeler Publishing, Delhi, 2004. 4. Krishnamacharyulu, C.S.G and Rama Krishnan Lalitha, Rural Marketing Text and Cases ,

INJ BUSINESS SCHOOL PGDM (2010-12) MARKETING ELECTIVE ADVERTISING AND SALES PROMOTION (MK-06)
OBJECTIVES: The course aims at providing a thorough understanding of the concept, need, importance and utility of advertising and sales promotion. UNIT 1 Advertising: Meaning, Objectives, Benefits, Role of Advertising, Social effects of advertising, Ethics & Social Responsibility in Advertising, Structure of the advertising industry, Setting Advertising Objectives, Budget Decision Preparing the Product and Media Brief, AIDA model. UNIT 2 Copy decision, Visualization of Ad Layout, Elements of Ad, Copy and Creation, Principles of verbal versus visual thinkers, Styles and Stages in advertising copy creation, Pre Testing methods and measurements. UNIT 3 Media Decision: Role of Media, Types of Media, Media Selection, Media Plan, Media Strategy, Media Mix, Media Scheduling, Media Cost, Advertising & Media Research Decisions. The Internet as an Advertising medium, Measuring Advertising Effectiveness, Control of Advertising by practitioners, media and the market. UNIT 4 Sales promotion Objectives Importance Growth and Role of sales promotion Forms of sales promotion Consumer promotion , Trade promotion, sales force promotion, Sales promotion techniques - Demonstrations Trade Fairs and Exhibition Coupons Premiums Free offers Price offs Discounts Exchange offer Event marketing. Evaluation of results Coordinating sales promotion and Advertising.

SUGGESTED READINGS:

1. Advertising Management, Aaker, Batra, Prentice Hall of India, NewDelhi. 2. Advertisement - Concepts & cases, Manaendra Mohan, TMH, New Delhi. 3. Philip Kotler: Marketing Management Analysis Planning and Control , Prentice
Hall of India, New Delhi. 4. Clow, Kenneth & Baack, Donald; Integrated Advertising, Promotion and Marketing Communication; Pearson Education; New Delhi 5. Jethwaney, Jaishree and Jain, Shruti; Advertising Management; Oxford University Press; New Delhi

FINANCE ELECTIVE INTERNATIONAL FINANCIAL MANAGEMENT & FOREIGN EXCHANGE MANAGEMENT (FN-03)
OBJECTIVES: To familiarize the students with the systematic description of the global aspects of Corporate Financial Management, important dimensions of International Financial Management: investments in the international context, and financing of international operations and elements of financial management unique to international operations. UNIT 1 Financial management in a global perspective, Multinational financial management, International Forex and financial markets, International flow of funds-balance of payments, Gold standard, Bretton woods system of exchange rate, Exchange rate regime since 1973, European Monetary Union Euro UNIT 2 Exchange Rate Determination, Purchasing power parity theory, Interest rate parity theory, Fischer Effect, Currency forecasting. Exchange Rate Quotations, Nominal, Real and Effective Exchange Rate. UNIT 3 Derivatives : Hedging with currency Options, Financial Swaps, Interest Rate Swaps, Currency Swaps, Currency Futures and Forward rate. Measurement and Management of Exchange Rate Risk. UNIT 4 International Financial Institutions: IMF, World Bank, International Financial Corporation, Regional Development Banks: ADB, African Development Bank, Europian Bank for Reconstruction and Development.

SUGGESTED READINGS: 1. 2. 3. 4. 5. 6. 7. 8. Multinational Financial Management by Alan C. Shapiro International Financial Management Written by Jeff Madura International Finance (Macmillan Business) ~Keith Pilbeam Multinational Finance ~Adrian Buckley Madura Jeff, International Financial Management; Thomson Learning Sharan, V., International Financial Management, PHI, New Delhi Levi, Maurice D., International Finance, McGraw Hill Apte, P.G., International Financial Management, Tata McGraw Hill

FINANCE ELECTIVE Taxation & Corporate Tax Planning (FN 08) OBJECTIVES: To familiarize the students with the systematic description of the taxation policy of the government against individual as well as corporate and planning for minimizing tax incidence for companies or individuals. Unit 1 Basic concepts of income tax act 1961.Residential status, Assessee, Previous Year ,Incidence of Tax, Exempted Incomes. Computation of income under different heads of income. Deduction in computation of total income. Unit 2 Concepts & scope of tax planning, tax evasion, tax avoidance. Tax planning through forms of organization, sole proprietorship, Partnership firms, co-operatives & companies. Tax planning for employee remuneration. Unit 3 Residential status & tax incidence, location & size of business, carry forward of losses, capital gain tax & tax planning. Unit 4 Tax planning at the time of designing capital structure, Dividend policy, Depreciation policy. SUGGESTED READINGS: 1) Bhatia H L - Public Finance (Vikas, 1999, 20th Ed.) 2) Lakhotia R N - How to Save Wealth Tax (Vision Book 2001, 9th Ed.) 3) Prasad Bhagwati - Income Tax Law & Practice (Vishwa Prakashan) 4) Santaram R - Tax Planning by Reports (Taxmann, 1978). 5) Singhania V K - Direct Taxes, Law & Practice (Taxmann, 40th Ed.) 6) Datey V.S. - Indirect Taxes Law & Practice (Taxmann, 20th Ed.)

HR ELECTIVE INTERNATIONAL HUMAN RESOURCES MANAGEMENT (HR-05)

OBJECTIVES: To prepare students for the challenges of a human resource manager in an international firm and to provide students with a good knowledge and understanding of the management of human resources in the international context and to develop a frame of reference through which to identify and asses the situation, involving a problem, an issue, a decision, a challenge, or an opportunity faced by a person in an organization. UNIT 1 Introduction to IHRM, Concept of IHRM, Issues in IHRM, Barriers to effective global HRM; Cultural & behavioural differences and its relevance and importance in IHRM, Cross cultural studies, theories; IHRM trends, issues and challenges & theory development. UNIT 2 International HR Planning and staffing: Recruitment & selection, practices and problems; Performance management & appraisal approaches to performance management, problems and practices, knowledge management and IHRM. UNIT 3 Training & Development practices approaches and shortcoming in international context; Compensation policies and practices for Expats and International compensation structures, New strategy to attract, retain & motivate executives in the new millennium. UNIT 4 Expatiation and Repatriation of executives, issues and challenges, international corporate social responsibility and employment relations; Managing people in International context, the international models of IHRM vis. Swedish, Spanish, French, American, British European and Indian, the future of IHRM.

SUGGESTED READINGS: 1. 2. 3. 4. 5. 6.
7.

P.C. Rao : IHRM Management text & cases, Excel Books Tony Edwards, Ch. Rees : IHRM, Globalization national System and MNC s Finance Times, Prentice Hall. Moni H. Tayab: IHRM, A Multinational Co. Perspective, Oxford University Press. International Human Resorce Management, K Aswathappa, Sadhna Das, Mc Graw Hill Companies International Human Resource Management, Tony Edwards, Chris Rees, P Education International Human Resource Management - Monir H Tayeb ,Oxford University ress International Human resource Management PL Rao, Excel Books

HR ELECTIVE ORGANIZATION CHANGE DESIGN AND DEVELOPMENT (HR-06)

UNIT 1 Organization Design: Principles and Dimensions-Organization Design, Components of Organization Design, Organization Structure, Dimensions of Org. Structure: Division of Labour, Standardization, Horizontal Differentiation, Vertical differentiation, Span of Control, Centralization, Formalization, Flexibility. Determinants of Org. Structure: Strategy, Size, Technology & Environment. Traditional Org. Designs: Simple, Functional, Divisional, Bureaucracy, Mintzberg s designs, Contemporary Org Designs: Project, Matrix, Strategic Business Unit, Team structure, Boundary less organization, Collateral form, Task force, Collegial form, Network, Virtual Organization & Learning Organization. Information technology & Organization Design UNIT 2 Organization Design: Process and Culture,Conflict and Organization Design: Structural & Attitudinal Change Approach. Conflict resolution through Negotiation: Distributive & Integrative Bargaining. Power in organizations, Influence of Power & Politics on organizational design. Stages of Organizational life cycle. The concept of Organizational Culture: Dimensions & Types, Implications for organization design. Emerging trends affecting Organization design, Designing organizations according to international environment UNIT 3 Organization Development: Definition and History of OD, Value, Assumptions, and Beliefs in OD, Foundations of OD, Managing the OD process, Action Research and OD, OD Interventions: Team Interventions, Intergroup and Third Party Peacemaking Interventions, Comprehensive Interventions, Structural Interventions. UNIT 4 The Future and OD: The changing environment, Fundamental strengths of OD, Implications of OD for the client, ethical standards in OD, OD s future, OD Consultant s role, issues in consultant-client relationship, Power, Politics & OD, Research on OD.
SUGGESTED READINGS:

1. 2. 3. 4. 5. 6.

Dr. Bhupen Srivastava Organization Design & Development (Biztantra) Stephen P. Robbins: Organisation Theory: Structure, Design and Applications (Pearson) Daft : Understanding the Theory & Design of Organisations (Cengage Learning) Madhukar Shukla : Understanding Organizations, (PHI) W. L. French & C. H. Bell, Organization Development (PHI) Cummings: Organisational Development & Change (Cengage Learning)

INTERNATIONAL BUSINESS ELECTIVE INTERNATIONAL BRAND MANAGEMENT (IB-04)

OBJECTIVES: Students will develop an understanding of corporate/product perception on the part of the business organization s publics ; shareholders, employees, suppliers, strategic alliance partners, customers, communities, industry peers, media, and regulators. Students will be intellectually challenged to utilize marketing principles to create business and -- Focus on best-in-class branding strategies and practices across a number of Industries. To explore the various issues related to Brand Management and to enhance the understanding and appreciation of this important intangible strategic asset including brand associations, brand identity, brand architecture, leveraging brand assets, brand portfolio management etc. UNIT 1 Introduction Overview of International Brand History, Concepts and Issues, Branding Strategy Alternatives, Promotional Strategies, Role and Significance of Branding in the Promotion - Process of Brand Creation - Concepts of Brand Image and Brand Identity - Brand Valuation UNIT 2 Differentiating brands from the competitors - Study of Brand Equity - Managing Brands over time-designing marketing programs to build brand equity, Leveraging secondary brand knowledge to build brand equity. Brand Positioning and Consumer Behavior - Retail Brands vs. Manufacturers' Brands, Brands and consumer identities, Consumers and brand relationships UNIT 3 Global branding, Culture and Brand Management, Global Brands Locally- Local Brands Globally, Building integrated brands, Brand visioning, Importance of organisational culture in brands, Special brand considerations, New products and brand extensions, International issues and global branding strategies UNIT 4 Managing brands over geographic boundaries & market segments rationale for going international, advantages & limitations, standardization versus customization, global brand strategy, Branding in Different Sectors - Customer, Industrial, Retail and Service Brands. SUGGESTED READINGS: 1) Keller, Kevin L. (2009), Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 3rd edition, International edition, Prentice Hall.

Shimp, Terence A. (2009). Integrated marketing communications in advertising and. promotion / Terence A. Shimp. 8th editon, International edition. Boston : McGraw-Hill Irwin.

INTERNATIONAL BUSINESS ELECTIVE INTERNATIONAL STRATEGIC MANAGEMENT (IB-07)

OBJECTIVES: The objective of the paper is to offer an insight into the impact of globalization on business organization and how managers can take strategic decisions in the global context. UNIT 1 The phenomenon of globalization; drivers and obstacles to globalization; motives and determinants of internationalization of firms; components and challenges of international strategic management; developing a strategic planning model for an MNC; approaches to multinational corporate strategy; impact of personal values and corporate and culture on international strategy. UNIT 2 Motives for strategic global alliances; strategic value of an alliance; partner analysis; criteria for successful alliances; cross -border mergers and acquisitions; managing integration, transition and consolidation phases; strategic considerations ni foreign market identification, entry and exit; product strategies for global markets; strategic decisions over different stages of international product lifecycle; R&D networking and technology strategy; global knowledge management. UNIT 3 Strategic considerations in expatriate personnel management; HR strategies in cross-cultural environment; international control system; aspects of headquarter control over subsidiaries; challenges of multinational recruitment, selection and performance appraisal; integrating ethical and social responsibility concerns with strategic management; communication and negotiation strategies; e-commerce strategy. UNIT 4 Risk strategies in multinational management; global capital structure decisions; international investment strategy; minimizing taxation burden; transfer pricing techniques; managing international intra-company accounts; management of blocked funds; managing project, working capital and trade finance; strategies for global competitive advantage.

SUGGESTED READINGS: 1. 2. 3. 4. Cullen John B., Multinational Management A Strategic Approach, South-Western, Ohio. Sindhwani Trilok N., The Global Business Game A Strategic Perspective , MacMillan, New Delhi Daniels John D. et.al., International Business Environment and Operations, Pearson Education, New Delhi Lasserre Philippe, Global Strategic Management, Palgrave MacMillan, Hampshire