Curriculum and Syllabi Master of Business Administration Batch 2021

Year 2021

Version 1.0

Master of Business Administration (MBA) University School of Business

NH-95, Chandigarh-Ludhiana Highway, Gharuan, Mohali, Punjab

(India) 140413

www.cuchd.in

BLANK

TABLE OF CONTENTS

Sl No. Content Page No.

Section 1: Program Educational Objectives, Program Specific Outcomes and 1 3-4 Program Outcomes

2 Section 2: Curriculum / Scheme – Annexure-1 & 2 5-9

3 Section 3: Semester wise Syllabi– Annexure 3 & 4 10-152

SECTION 1 Program Educational Objectives, Program Outcomes

The PEOs are broad statements that describe the career and professional accomplishments that the program is preparing its graduates to achieve in 5 years subsequent to receiving the degree. The PEOs of the MBA program are as follows: The CU graduates after successful completion of their MBA Program will be able:

PEO1: To develop themselves as successful management professionals with a soundbusiness and entrepreneurial acumen facilitating a promising career in the various management domains.

PEO 2: To develop the professional competence for astute decision making, organization skills, planning and its efficient implementation, research, data analysis and interpretation and a solution finding approach.

PEO 3: To be known for their team player qualities to handle diversity and the leadership skills to make sound decisions while working with peers in an inter-disciplinary environment with people of cross- cultural attributes

PEO 4: To be adaptable to new technology, innovations and changes in world economy through lifelong learning and a flexible mindset

PEO 5: To be responsible citizens with flawless ethical conduct that will empower the business organizations with their high integrity, moral values, social effectiveness and legal business intelligence.

Program Outcomes (POs) are attributes of the graduates of the program that are indicative of the graduates’ ability and competence to work as an management professional upon graduation. Program Outcomes are statements that describe what students are expected to know or be able to do by the time of graduation. They must relate to knowledge and skills that they acquire from the program. The achievement of all outcomes indicates that the student is well prepared to achieve the program educational objectives down the road. The following 6 POs have been chosen by the MBA Department of Chandigarh University. The MBA curriculum at CU has been designed to fully meet all the 12 Program Outcomes:

PO 1: Apply knowledge of management theories and practices to solve business problems. PO 2:Foster Analytical and critical thinking abilities for data-based decision making PO 3:Ability to develop Value based Leadership ability PO 4: Ability to understand, analyze and communicate global, economic, legal, and ethical aspects of business. PO 5: Ability to lead themselves and others in the achievement of organizational goals, contributing effectively to a team environment. PO 6: Ability to develop innovative and entrepreneurial mindset.

SECTION 2

Scheme for Master of Business Administration Batch 2021 Annexure -1 BREAK-DOWN OF CREDITS NUMBER OF PERCENTAGE S.N. CATEGORY CREDITS WEIGHTAGE

1 University Core Courses 4 3.5%

2 Program Core Courses 66 58.40%

3 Program Specialization 32 28.31%

4 Program Elective 0 0%

5 University Open Elective 0 0%

6 Domain Aptitude 2 1.76%

7 MOOCs 0 0%

8 Project/Research Project 4 3.53%

9 Thesis/Dissertation 0 0%

10 Seminar 0 0%

11 Mandatory Non-Graded 0 0%

12 Self-Study MNG 1 0.88%

13 Summer/Institutional/Industrial Training 4 3.53%

TOTAL CREDITS 113 100%

SEMESTER 1 TOTAL CREDITS : 31 Evaluation Pre- Co- C SN Code Course Name Course Type L T P S C requisi requis H Inter Exter Tot nal nal al te ite

21BA 1 Business, Society and Law Program Core 4 0 0 0 4 4 40 60 100 NA NA T611

21BA Financial Reporting and 2 Program Core 4 0 0 0 4 4 40 60 100 NA NA T612 Analysis

21BA Leadership & 3 Program Core 4 0 0 0 4 4 40 60 100 NA NA T613 Organizational Behavior

21BA 4 Decision Science-I Program Core 4 0 0 0 4 4 40 60 100 NA NA T614

21BA 5 Marketing Management Program Core 4 0 0 0 4 4 40 60 100 NA NA T615

21BA 6 Managerial Economics Program Core 4 0 0 0 4 4 40 60 100 NA NA T616

21BA Managerial Competency 7 Program Core 2 0 0 0 2 2 40 60 100 NA NA T617 Development

21BA Information and 8 Program Core 0 0 2 0 1 2 60 40 100 NA NA P618 Management Lab

21PC Professional Business 9 University Core 3 0 0 0 3 3 40 60 100 NA NA T610 Communication

21PC Professional Business 10 University Core 0 0 2 0 1 2 60 40 100 NA NA P611 Communication (Lab)

SEMESTER 2 TOTAL CREDITS : 29 Evaluation Pre- Co- C SN Code Course Name Course Type L T P S C requisi requis H Inter Exter Tot nal nal al te ite

People 21BAT 11 21BAT651 Program Core 3 0 0 0 3 3 40 60 100 NA Management 613

21BAT 12 21BAT652 Decision Science-II Program Core 4 0 0 0 4 4 40 60 100 NA 614 21BAT 13 21BAT653 Consumer Behavior Program Core 3 0 0 0 3 3 40 60 100 NA 615

Business Research 14 21BAT654 Program Core 4 0 0 0 4 4 40 60 100 NA NA Methods

15 21BAT655 Entrepreneurship Program Core 3 0 0 0 3 3 40 60 100 NA NA

Digital Marketing 21BAT 16 21BAP656 Program Core 0 0 4 0 2 4 40 60 100 NA Lab 615

21BAT 17 21BAT657 Corporate Finance Program Core 4 0 0 0 4 4 40 60 100 NA 612

18 21BAT658 Managerial Aptitude Program Core 2 0 0 0 2 2 40 60 100 NA NA

SEMESTER 3 TOTAL CREDITS : 25 Evaluation Pre- Co- C SN Code Course Name Course Type L T P S C requisi requis H Inter Exter Tot nal nal al te ite

21BAT7 Strategy, Business and 21BAT 19 Program Core 4 0 0 0 4 4 40 60 100 NA 11 Globalization 658

21BAT7 Operations and 20 Program Core 4 0 0 0 4 4 40 60 100 NA NA 12 Quality Management

Employability 21BAY7 23 Enhancement Course MNG 1 0 0 0 1 1 NA NA NA NA NA 13 (MNG)

21BAI Summer Training Summer/Institutional/I 24 0 0 0 0 4 4 100 NA NA 706 Report ndustrial Training

SEMESTER 4 TOTAL CREDITS : 28 Evaluation Pre- Co- S C Code Course Name Course Type L T P S C requisi requis N H Inter Exter Tot nal nal al te ite

2 21BAT Logistics & Supply Chain 21BAT Program Core 4 0 0 0 4 4 40 60 100 NA 3 751 Management 615

2 21BAT 21BAT Project Management Program Core 4 0 0 0 4 4 40 60 100 NA 4 752 657

2 21BAR Project/Research Final Research Project 0 0 0 0 4 4 40 60 100 NA NA 5 752 Project

SPECILISATION SUBJECTS 21BAA Banking and Financial 21BAT 1 3 4 0 0 0 4 4 40 60 100 NA 721 Services Management 612 21BAT 21BAA Project Finance and 612 2 3 4 0 0 0 4 4 40 60 100 NA 722 Financial Modelling 21BAT 752 21BAA Behavioral Finance and 21BAT 3 4 4 0 0 0 4 4 40 60 100 NA 761 Analytics 612 21BAA 21BAT 4 Investment Management 4 4 0 0 0 4 4 40 60 100 NA 762 612 21BAB Integrated Marketing 21BAT 5 3 4 0 0 0 4 4 40 60 100 NA 721 Communication 615 21BAB 21BAT 6 Marketing of Services 3 4 0 0 0 4 4 40 60 100 NA 722 615 21BAB 21BAT 7 Marketing Analytics 4 4 0 0 0 4 4 40 60 100 NA 761 615 21BAB Customer Relationship 21BAT 8 4 4 0 0 0 4 4 40 60 100 NA 762 Management 615 21BAC Human Resource 21BAT 9 3 4 0 0 0 4 4 40 60 100 NA 721 Analytics 651 1 21BAC Learning and 21BAT 3 4 0 0 0 4 4 40 60 100 NA 0 722 Development 651 1 21BAC 21BAT Employee Relations 4 4 0 0 0 4 4 40 60 100 NA 1 761 651 1 21BAC Cross Cultural 21BAT 4 4 0 0 0 4 4 40 60 100 NA 2 762 Management 651 1 21BAD Export Import 21BAT 3 4 0 0 0 4 4 40 60 100 NA 3 721 Documentation 615 1 21BAD International Marketing 21BAT 3 4 0 0 0 4 4 40 60 100 NA 4 722 Management 615 1 21BAD 21BAT International Trade 4 4 0 0 0 4 4 40 60 100 NA 5 761 615 1 21BAD International Banking & 21BAT 4 4 0 0 0 4 4 40 60 100 NA 6 762 FOREX 615 1 21BAE Entrepreneurial 21BAT 3 4 0 0 0 4 4 40 60 100 NA 7 721 Strategies-I 617 1 21BAE 21BAT Social Entrepreneurship 3 4 0 0 0 4 4 40 60 100 NA 8 722 617 1 21BAE Entrepreneurial 21BAT 4 4 0 0 0 4 4 40 60 100 NA 9 761 Strategies-II 617 2 21BAE Entrepreneurial 21BAT 4 4 0 0 0 4 4 40 60 100 NA 0 762 Marketing 617

The terms (Abbreviations) are: L stands for Lecture, similarly, T for Tutorial, P for Practical (Labs), S for Skills Oriented Courses may be run in labs but with monitored by faculty (but under minimal no of faculty), Sl for Self-Learning, St for Studios, C for Credit(s), CH for Credit Hours.

List of University Core Courses (UC)

SN Code Title Semester L T P S C CH

1 21PCP611 Professional Business Communication (Lab) 1 0 0 2 0 1 60 2 21PCT610 Professional Business Communication 1 3 0 0 0 3 40

List of Program Core Courses (PC)

SN Code Title Semester L T P S C CH

1 21BAT611 Business, Society and Law 1 4 0 0 0 4 4 2 21BAT612 Financial Reporting and Analysis 1 4 0 0 0 4 4 3 21BAT613 Leadership & Organizational Behavior 1 4 0 0 0 4 4 4 21BAT614 Decision Science-I 1 4 0 0 0 4 4 5 21BAT615 Marketing Management 1 4 0 0 0 4 4 6 21BAT616 Managerial Economics 1 4 0 0 0 4 4 7 21BAT617 Managerial Competency Development 1 2 0 0 0 2 2 8 21BAP618 Information and Management Lab 1 0 0 2 0 1 2 9 21BAT651 People Management 2 3 0 0 0 3 3 10 21BAT652 Decision Science-II 2 4 0 0 0 4 4 11 21BAT653 Consumer Behavior 2 3 0 0 0 3 3 12 21BAT654 Business Research Methods 2 4 0 0 0 4 4 13 21BAT655 Entrepreneurship 2 3 0 0 0 3 3 14 21BAP656 Digital Marketing Lab 2 0 0 4 0 2 4 15 21BAT657 Corporate Finance 2 4 0 0 0 4 4 16 21BAT658 Managerial Aptitude 2 2 0 0 0 2 2 17 21BAT711 Strategy, Business and Globalization 3 4 0 0 0 4 4 18 21BAT712 Operations and Quality Management 3 4 0 0 0 4 4 19 21BAY713 Employability Enhancement Course (MNG) 3 1 0 0 0 1 1 20 21BAT751 Logistics & Supply Chain Management 4 4 0 0 0 4 4 21 21BAT752 Project Management 4 4 0 0 0 4 4 22 21BAI705 Summer Training Report 3 0 0 0 0 4 4 23 21BAR752 Final Research Project 4 0 0 0 0 4 4

List of Program Elective (PE)

SN Code Title Semester L T P S C CH

1 21BAA721 Banking and Financial Services Management 3 4 0 0 0 4 4 2 21BAA722 Project Finance and Financial Modelling 3 4 0 0 0 4 4 3 21BAA761 Behavioral Finance and Analytics 4 4 0 0 0 4 4 4 21BAA762 Investment Management 4 4 0 0 0 4 4 5 21BAB721 Integrated Marketing Communication 3 4 0 0 0 4 4 6 21BAB722 Marketing of Services 3 4 0 0 0 4 4 7 21BAB761 Marketing Analytics 4 4 0 0 0 4 4 8 21BAB762 Customer Relationship Management 4 4 0 0 0 4 4 9 21BAC721 Human Resource Analytics 3 4 0 0 0 4 4 10 21BAC722 Learning and Development 3 4 0 0 0 4 4 11 21BAC761 Employee Relations 4 4 0 0 0 4 4 12 21BAC762 Cross Cultural Management 4 4 0 0 0 4 4 13 21BAD721 Export Import Documentation 3 4 0 0 0 4 4 14 21BAD722 International Marketing Management 3 4 0 0 0 4 4 15 21BAD761 International Trade 4 4 0 0 0 4 4 16 21BAD762 International Banking & FOREX 4 4 0 0 0 4 4 17 21BAE721 Entrepreneurial Strategies-I 3 4 0 0 0 4 4 18 21BAE722 Social Entrepreneurship 3 4 0 0 0 4 4 19 21BAE761 Entrepreneurial Strategies-II 4 4 0 0 0 4 4 20 21BAE762 Entrepreneurial Marketing 4 4 0 0 0 4 4

List of Mandatory Non-Graded (MNG)

SN Code Title Semester L T P S C CH

1 Financial Products Marketing and 3 21BAY713 1 0 0 0 1 1 Relationship Banking(MNG) 2 3 21BAY713 Agile Workforce Planning(MNG) 1 0 0 0 1 1 3 3 21BAY713 Marketing of IT Services(MNG) 1 0 0 0 1 1 4 3 21BAY713 Education Marketing (MNG) 1 0 0 0 1 1

List of courses in the curriculum, catering to the following diversity (As per NAAC criteria one and two) a. Value-Added courses b. Employability enhancement courses c. Skill development and entrepreneurship courses a. Gender equality / sensitization b. Human values c. Environment & sustainability

SN Code Title Semester Category

1 I Academic writing Value-Added Courses 2 I Excel & Advanced Excel Value-Added Courses 3 II FinTech Value-Added Courses 4 II Negotiation & Deal Making Value-Added Courses 5 III Social Media Marketing Value-Added Courses 6 III Capital Markets Value-Added Courses

Annexure -2:

Mention the details for the newly introduced course or amendments in the existing course (If Any)

Course Semester Rationale behind introducing the Assessment SN Name of the New Course Code course Pattern

Financial Products Marketing and 3 Enhancement of Employability in 1 21BAY713 MNG Relationship Banking(MNG) the light of past recruiters

3 Enhancement of Employability in MNG 2 21BAY713 Agile Workforce Planning(MNG) the light of past recruiters

3 Enhancement of Employability in MNG 3 21BAY713 Marketing of IT Services(MNG) the light of past recruiters

3 Enhancement of Employability in MNG 4 21BAY713 Education Marketing (MNG) the light of past recruiters

INDEX Sr. No. Description Page No.

1 Syllabus Semester -1 11-41 2 Syllabus Semester -2 42-64 3 Syllabus Semester -3 65-84 4 Syllabus Semester -4 85-91 5 Elective Courses 92-152

Annexure -3:

SECTION 3

Semester wise Syllabi

SEMESTER-I

Course Code Course L T P S Cr 21BAT611 Business, Society and Law 4 0 0 0 4 21BAT612 Financial Reporting and Analysis 4 0 0 0 4 21BAT613 Leadership & Organizational Behavior 4 0 0 0 4 21BAT614 Decision Science-I 4 0 0 0 4 21BAT615 Marketing Management 4 0 0 0 4 21BAT616 Managerial Economics 4 0 0 0 4 21BAT617 Managerial Competency Development 2 0 0 0 2 21BAP618 Information and Management Lab 0 0 2 0 1 21PCT610 Professional Business Communication 3 0 0 0 3 21PCP611 Professional Business Communication (Lab) 0 0 2 0 1 TOTAL CREDITS IN SEMESTER 31

Contact Hours 33

SN 21BAT611 Business, Society and Law L T P S C CH Course Type 1 4 0 0 0 4 4 PC

MB301 PRE-REQUISITE Basic understanding of general business environment / macro environment

CO-REQUISITE Managerial Economics, Strategy, Business, and Globalization

ANTI- REQUISITE

a. Course Description

This course begins with the understanding of business environment concepts and components. After that, this course will cover the analysis of Indian economy and global changes in the business environment. The second unit will discuss about business laws and political development in business environment. Lastly, this course will cover the financial markets and it related development in Indian market and global.

b. Course Objectives

1. To acquaint students with the knowledge of economic environment and policy framework underlying the economic system. 2. To enable students to interpret major economic and environmental trends, and government policy decisions that affects industry and economy as a whole.

c. Course Outcomes CO1 To develop a broad knowledge of the business environment and its components CO2 To understand and apply global environment influence on the domestic business environment CO3 To outline the impact of different economic policies on the prospects of a business CO4 To evaluate the political & legal environmental dynamics to develop suitable business policies CO5 To devise strategies to cope with the different business environment settings

d. Syllabus Unit-1 Environment Basics Contact Hours: 16 Environmental Components of business environment, Process of business environment analysis analysis Indian Economy Economic environment, Different economic systems (Capitalism, socialism and mixed economy), Economic policies (Monetary & Fiscal), Global Trends Global trends in business and management, Foreign capital and collaboration, Economic trends in Indian industries. Unit-2 Policies and Business Laws Contact Hours:16 Politics and Relationship between business and political environment, Constitutional Business provisions affecting business; Business Laws MRTP, Competition law, Industrial policy after 1991, Consumer Protection Act 1986, Environment Protection Act 1986,Dimensions of these laws and their impact on business. Unit-3 Indian in world Economy Contact Hours:16 Finance Market Composition of Indian money and capital markets, Role of commercial banks, Financial institutions and non-banking financial institutions. Finance Institutions SEBI and capital market reforms, Foreign direct investment (FDI),WTO, Its roles and functions, MNCs, International institutions: World Bank and IMF, Trading blocs Economic Economic development and ecology, Green marketing,Environmental Development technologies, Ecological implications of technology, Sustainable development.

e. Textbooks / Reference Books 1 Paul, J. 2118. Business Environment: Text and Cases, 4thEdition, Tata McGraw Hill, India, ISBN:9789353162498. 2 Cherunilam, F. 2117. Business Environment: Text and Cases.26thEdition, Himalaya Publishing, India, ISBN:978-9352733361. 3 Fernando, A. 2111. Business Environment, 13th Edition, Pearson Education India, India, ISBN: 9788131731581

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency Final Weightage in Remarks No. Assessment actual conduct of Task Internal (Graded/Non- Assessment Graded)

1 Assignment 12 marks of each One Per 6 marks Graded in assignment Unit form of Case designed with Study/Project rubrics based on Data Analytics. 2 Exam 20 marks for one 2 per 20 marks Graded MST semester

3 Quiz/Test 12 marks for each One per 4 marks Graded test Unit

4 Homework NA One per Non-Graded: Non graded lecture topic Engagement Task (of 2 questions)

5 Discussion NA One per 4 marks Graded Forum Chapter

6 Presentation NA NA NA Non graded

7 Attendance NA NA 2 marks Graded and Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above

g. CO-PO Mapping

Course PO1 PO2 PO3 PO4 PO5 PO6 Outcome CO1 3 - - - - CO2 - 3 - 2 - - CO3 - 2 - 3 - - CO4 3 2 - 3 - - CO5 - - 3 - -

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT612 Financial Reporting & Analysis L T P S C CH Course Type

2 4 0 0 0 4 4 PC

MB301

PRE-REQUISITE Accounting Fundamentals

CO-REQUISITE Announcements by ICAI and regulatory bodies

ANTI- N/A REQUISITE

a. Course Description This course begins with understanding of financial statements and their uses. The first unit also talks about regulations related to making financial statements like balance sheet. The second unit talks about analysis of financial statements and the various methods of analyzing financial statements. The final unit talks about annual report and its contents. The unit also talks about window dressing of financial statements and various ethical issues involved in financial reporting.

b. Course Objectives 1. To impart understanding of the application of accounting fundamentals in business organizations. 2. To enable student to apply various accounting processes in an organization and financial reporting techniques in real time situations.

c. Course Outcomes

CO1 To understand the methods of preparation of various financial statements

CO2 To examine the impact of information obtained from financial statements on the financial position of the business

CO3 To compare the business organizations based upon various financial statement analysis techniques

CO4 Financial decision making by evaluating different financial statements

CO5 To create financial statements and annual reports in accordance with the companies act

d. Syllabus Unit-1 Understanding Financial Statement Contact Hours:15

Financial statement Fundamental concepts relating to financial statement

Balance sheet The balance sheet - asper companies act 1956, fixed assets, methods of depreciation, investments, current assets, loans and advances

Inventory valuation methods of inventory valuation, liabilities

Income statement The income statement – requirements as per companies act, revenue recognition, Notes on accounts and additional information to investors.

Unit-2 Financial Statement Analysis Contact Hours:15

Fundamentals of Introduction, common size statements, comparative statement analysis, FSA Significance of Financial Analysis to Different Parties

Types of FSA Vertical vs. Horizontal Analysis, Internal vs. External Analysis,

Ratio analysis Accounting Ratio analysis,

Cash flow analysis Cash Flow Analysis-cash flow statement preparation

Unit-3 The Annual report & Window dressing Contact Hours:15

Annual report Content of the annual report, quality of financial reporting,

Reporting reporting regulation in India for different types of entities, Directors report regulations and auditor’s report

Window Dressing: Problems in Financial Statements, Window Dressing, Understanding how income statement is manipulated and reworking profits

Ethical issues , ethical issues in financial reporting, recent scandals in financial reporting.

e. Textbooks / Reference Books T1 Hanif, M. and Mukherjee, 2118. Modern Accountancy, Volume II, Tata McGraw Hill, New Delhi. ISBN: 9789353162252. T2 Gibson, Charles H. 2112. Financial Reporting Analysis, 13th Edition, South-Western Cengage Learning. ISBN: 978-1133188797.

R1 Horngren, C.T. and Sundem, G.L. 2116. Introduction to Management Accounting, 16th Edition, Prentice Hall Education, New Delhi. ISBN: 978-1292166131. R2 Kishor Ravi M. 2119. Cost accounting and financial management, 6th Edition, Taxman Publishers, New Delhi. ISBN: 978-9389368

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

1 One per Unit 10 marks of each Assignment (Only till Unit- 10 Graded assignment II) 2 One per Unit 12 marks for each Exam (Only till Unit- 4 Graded test II) 3 One per Unit 4 marks of each Quiz/Test (Only till Unit- 4 Graded Quiz II) 4 Homework Non graded

5 Case study Non graded 6 Discussion Non graded Forum 7 Presentation Non graded

8 9

g. CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 3 2

CO2 3 2 3

CO3 2 3

CO4 3 3 2 3

CO5 2 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT613 Leadership & Organization Behavior L T P S C CH Course Type 3 4 0 0 0 4 4 PC MB301 PRE-REQUISITE Basic concepts of general management CO-REQUISITE Understanding of HR Practices and Roles ANTI- REQUISITE

Pre-requisite: Basic concepts of general management Co-requisite: Understanding of HR Practices and Roles

a. Course Description: This course begins with basics of management process, roles and behaviour before introducing students about models and theories of management development. It is followed by leadership theories and how transition from a manager to a leader happens. Course further explains about dynamics of human behaviour at work. It then emphasizes on how dynamic of human behaviour can be managed and controlled for effective organization working.

b. Course Objectives 1. To give an exposure to students of the individual behavior in organizations. 2. To enable students to combine relevant information and appraise options for the most optimal solution so that they will be able to envisage and control human behaviour at work and improve organizational effectiveness.

c. Course Outcomes: CO1 To understand the concepts of individual and group behavior in an organizational set up. CO2 To be able to apply leadership styles to lead diverse teams in a volatile business environment settings. CO3 To analyze different alternatives while taking strategic decisions for organizational growth CO4 To evaluate how organizational change and culture contribute in sustainability of an organization CO5 To develop conflict resolution and motivational strategies to retain high performing people in the organization.

d. Syllabus Unit-1 Leadership Contact Hours: 15 Leadership and its Leadership styles, Leadership trait and behavioural theories, The managerial theories grid/ leadership grid, Hersey-Blanchard situational leadership theory, Leader member exchange theory, Leaders Vs Managers: difference and transition. Group Behaviour Group behaviour: Introduction, importance, types of groups, Formation of and Dynamics groups & stages of group development, Group dynamics, Group decision making techniques Change Change management: introduction, importance, Stability Vs Change. Management Unit-2 Management and its Functions Contact Hours: 15 Principles of Nature, Scope and significance of management; Process of management, Role Management of managers, Principles of management, Functions Planning and Planning: Meaning and importance, Process; Types, Nature, Organizing: Organizing Importance, Process and principles, Line and staff functions, Formal vs. Informal organizations Staffing and Staffing: Recruitment and Selection, Leading: Delegation, Authority and Leading responsibility, Controlling: Importance and Types, Decision Making: Process and types.

Unit-3 Organizational Behaviour and its disciplines Contact Hours: 15 Nature and scope Definition, Nature and scope of organizational behaviour, Disciplines of organizational contributing to OB, Challenges to OB behavior Personality and Types, Factors influencing personality, Theories: Big Five and MBTI, Perception Perception:Perceptual process, Factors influencing perceptual selectivity Motivation Motivation:Types, Theories: Maslow, Equity, Theory X and Theory Y, Herzberg,Stress: Meaning, Types of stress,

e. Textbooks / Reference Books:

T1 Dalton, K. 2113. Leadership and Management Development: Developing Tomorrow’s Managers, 1st Edition, Pearson Education, India, ISBN: 9789332511194.

T2 George, J. and Jones, G.R. 2109. Understanding and Managing Organization Behaviour. 5thEdition,Pearson Education, India, ISBN:9788131724965.

REFERENCE BOOKS

R1 Bhattacharyya, D. 2112. Principles of Management, 1stEdition,Pearson Education, India, ISBN: 9788131754214.

R2 Aswathappa, A. 2119. Organizational Behaviour – Text Cases and Games, 13thEdition,Himalayan Publishing House, India. ISBN: 9789352990887. f.Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

5 Case study Non graded 6 Discussion NA One per Chapter 4 marks Graded Forum 7 Presentation NA NA NA Non graded 8 Attendance and NA NA 2 marks Graded Engagement Score on BB 9 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 3 - - - - - CO2 - - 3 3 - - CO3 - 3 - - - 3 CO4 2 3 - 2 - - COn 2 3 - - - -

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT614 Decision Science-1 L T P S C CH Course Type 4 4 0 0 0 4 4 PC MB301 PRE-REQUISITE Fundamentals of Statistics CO-REQUISITE Basic Statistics ANTI- None REQUISITE

a. Course Description This course begins with basics of Statistics. It further elaborates about sources of data, depiction of data and in which situation which of the measure of the central tendencies and measures of the variations will be applied. Further it also emphasizes on the practical knowledge of the correlation, regression and forecasting of various types of data.

b. Course Objectives 1. The objective of this course is to acquaint the students with various statistical tools and techniques used in business decision making. 2. The course aims at providing fundamental knowledge and exposure to the students to use various statistical methods in order to understand, analyze and interpret data for decision making. c. Course Outcomes CO1 To understand and remember the nature of data and various statistical techniques CO2 To categorize and correlate the different descriptive measures with the various complex managerial problems CO3 To examine the results of different statistical techniques on diverse set of data CO4 To predict and forecast the future through time series modeling CO5 To devise a mechanism for shifting and splicing the base of a time series data with the help of index numbers.

d. Syllabus Unit-1 Contact Hours: 20 Introduction to Meaning, scope, importance and limitations, applications of inferential statistics statistics in managerial decision-making.

Nature and sources of Source of data, collection, classification, tabulation, depiction of data. data

Situational/Descriptive Arithmetic, weighted, geometric mean, median and mode, range, quartile Statistics deviation, mean deviation, standard deviation, coefficient of variation, skewness and kurtosis.

Unit-2 Contact Hours: 20 Correlation Analysis Significance, types, methods of correlation analysis: scatter diagrams, graphic method, Karl Pearson’s correlation co-efficient, rank correlation coefficient, properties of correlation, concept and problems related to partial correlation. Regression Analysis meaning, application of regression analysis, difference between correlation & regression analysis, regression equations, standard error and regression coefficients, multiple regression analysis. Unit-3 Contact Hours: 20 Index Number Definition, and methods of construction, tests of consistency, base shifting, splicing and deflation, problems in construction and importance of index number

Time series analysis Meaning, components and various methods of time series analysis. Trend Analysis: Least Square method - linear and non- Linear equations, Applications of Time series in business decision-making problems

e. Textbooks / Reference Books T1: Levine, D., Sazbat, K. and Stephan, D. 2013. Business Statistics, 7thEdition, Pearson Education, India, ISBN: 9780132807265. T2; Gupta, C. and Gupta, V. 2004. An Introduction to Statistical Methods, 23rdEdition, Vikas Publications, India, ISBN: 9788125916543.

R1: Croucher, J. 2011. Statistics: Making Business Decisions, 13thEdition, Tata McGraw Hill, ISBN: 9780074710419.

R2 Gupta, S. 2011. Statistical Methods, 4thEdition, Sultan Chand & Sons, ISBN: 8180548627.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency Final Weightage in Remarks No. Assessment actual conduct of Task Internal (Graded/Non- Assessment Graded) 1 Assignment 12 marks of each One Per 6 marks Graded in assignment Unit form of Case designed with Study/Project rubrics based on Data Analytics. 2 Exam 20 marks for one 2 per 20 marks Graded MST semester 3 Quiz/Test 12 marks for each One per 4 marks Graded test Unit 4 Homework NA One per Non-Graded: Non graded lecture topic Engagement Task (of 2 questions) 5 Discussion NA One per 4 marks Graded Forum Chapter 6 Presentation NA NA NA Non graded 7 Attendance NA NA 2 marks Graded and Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 3

CO2 3

CO3 2 2

CO4

CO5 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT615 Marketing Management L T P S C CH Course Type

5 4 0 0 0 4 4 PC

MB301

PRE-REQUISITE Basic understanding of management functions

CO-REQUISITE Contemporary issues in Marketing

ANTI- N/A REQUISITE

Pre-requisite: The course(s), which is/are to be mandatorily passed out before opting for a course (Only Course Code is to be written in the respective column of the concerned row). Co-requisite: The course(s), which is/ are to be offered together in same semester (Only Course Code is to be written in the respective column of the concerned row). Anti-requisite: The course(s), which is/ are not to be offered together. a. Course Description This course begins with basics of marketing. It is followed by product and pricing strategies. Further it emphasizes on promotion mix and ethical considerations in marketing to create and sustain profitable relationships. b. Course Objectives 1. To acquaint the students with the basic concepts of Marketing, its functions and its relevance to business. 2. To make students design strategies to solve marketing challenges being faced by firms. c. Course Outcomes

CO1 To understand the customer value creation process.

CO2 To apply understanding of customer value mechanism to create sustainable value for customers.

CO3 To analyze how facets of marketing mix interact and in turn lead to creation of customer value.

CO4 To evaluate new product/service ideas consistent with evolving needs, tastes and preferences.

CO5 To develop strategies encompassing marketing mix to create solutions to fit in the needs of the customers.

d. Syllabus Unit-1 Marketing and Marketing Environment Contact Hours:15

Introduction to Meaning and scope of Marketing; Marketing philosophies, Concept of Marketing Marketing mix.

Marketing Understanding marketing environment, Consumer and organization buyer Environment and behavior; Demand forecasting. Buyer Behaviour.

STP Market segmentation, Targeting and positioning.

Marketing Control Marketing control, Marketing audit.

Unit-2 Product Management Contact Hours:15

Product Product concept, Types of products, Product levels, Major product decisions. Classification and Decisions

Brand Management Brand management, Product life cycle, New product development process. over PLC

Pricing Methods Determinants of price, Pricing process.

Pricing Strategies Policies and strategies.

Unit-3 Promotion and Distribution Contact Hours:15

Promotion Communication process, Promotion tools Fundamentals

Promotion Mix Advertising, Personal selling, Publicity and sales promotion.

Distribution Emerging channels of distribution, Distribution channel decisions types and functions of intermediaries, Channel design, Selection and management of intermediaries.

Marketing Ethics Application of ethics in Marketing.

e. Textbooks / Reference Books T1 Kotler, P., Keller, K., Koshy, A., and Jha, M.2112. Marketing Management, 14thEdition,Pearson Education India, India, ISBN: 9789332557185.

T2 Ramaswamy, V. and Namakumari, S. 2109. Marketing Management, 4th Edition, Macmillan Publishers India Ltd, India, ISBN: 0230637299.

R1Kumar, R. 2107. Marketing and Branding: The Indian Scenario, 1st Edition, Pearson Education India, India, ISBN: 9788131700976.

Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component SlNo. Type of Weightage of Frequency of Final Weightage in Remarks Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

5 Case study Non graded 6 Discussion Non graded Forum 7 Presentation Non graded

8 9

CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 3 3

CO2 2

CO3 3 3 3

CO4 3 3 3

CO5 3 - 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT616 Managerial Economics L T P S C CH Course Type 6 4 0 0 0 4 4 PC MB301 PRE-REQUISITE Basic understanding of Micro & Macro Economics CO-REQUISITE Contemporary issues in Economics ANTI-REQUISITE None

a. Course Description This course begins with basics of demand theory including law of demand and elasticity of demand. Consumer behavior and utility theory are also a part of the first unit. In the second unit the course progresses into short and long run production function. The concept of cost and revenue are also a part of the second unit. The course then progresses to market structure and the types of markets. The third unit covers macroeconomics. Various theories of income, employment and inflation are a part of macroeconomics.

b. Course Objectives  To integrate economic theory with business practice and highlight the application of economic theory for business decision making.  To learn how economics analysis can be used in formulating business policies and take rational managerial decisions.

c. Course Outcomes CO1 To formulate competition strategies, including costing, pricing, product differentiation, and market environment according to the natures of products and the structures of the markets. CO2 To analyse the links between production costs and the economic models of supply. CO3 To assess the National Income and the impact of macros on individual businesses. CO4 To determine the linkages between macros like National Income, Employment, Inflation and Interest rates. CO5 Evaluate the micro and macro aspects of the economy and analyse the rationale behind the strategic decisions taken by the Government.

d. Syllabus Unit-1 Managerial Economics concepts Contact Hours: 15 Managerial Managerial Economics concepts based on scarcity and optimization. Economics concepts Fundamentals of Demand Function, Law of Demand and its Exceptions, Elasticity of Demand: Demand Price Elasticity of Demand, Degrees, Determinants, Measures, Income Elasticity of Demand, and Cross Elasticity of Demand. Consumer Behavior: Consumer Behavior: Theory of Utility, Concept of Marginal Utility, Law of Utility Diminishing Marginal Utility, Law of Equi-Marginal Utility. Indifference Curve Analysis: Properties, Budget Line. Unit-2 Production Analysis Contact Hours: 15 Production Analysis Production Analysis: Production Frontier, Short run and Long run Production Function, Iso-quant Curves, Producer Equilibrium, Optimal Combination of Inputs and Economies of Scale. Cost and Revenue Theory of Cost and Revenue Analysis: Cost and Revenue Concepts: Long Run Analysis and Short Run Cost Curves. Relationship between Total Revenue, Average Revenue, Marginal Revenue and elasticity of demand. Market Structure Market Structure: Perfect Competition, Monopoly, Monopolistic Competition. Unit-3 Macro Economics Contact Hours: 15 Macro Economics Macro Economics: Concept of National Income, its Methods of Measurement, and Circular Flow of Income. Theories of Classical Theory and Keynesian Theory of Employment: A comparative analysis Employment of Classical and Keynesian Theory of Employment with regard to their Assumptions, Characteristics. Keynesian Tools: Effective demand; Consumption Consumption Function; Investment Function and Multiplier. Inflation: Concept, Function Causes and Theories of Inflation.

e. Textbooks / Reference Books  Salvatore, D. 2116. Managerial Economics: Principles and Worldwide Applications, Eighth edition, Oxford University Press. ISBN: 978-0199467068.  Ahuja, H. L. 2117. Managerial Economics, Ninth Edition, S Chand Publishing. ISBN: 978-9352535187.  Lewis, W.C., Jain, S.K., Petersen, H.C. 2105. Managerial Economics, Prentice Hall of India, Fourth Edition, New Delhi. ISBN: 9788177583861.  Mote, V.L., Paul, S. and Gupta, G. 2117. Managerial Economics, New Edition, McGraw Hill Education. ISBN: 78- 0070965188. f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S Type of Weightage of Frequency Final Weightage in Remarks No. Assessment actual conduct of Task Internal Assessment (Graded/Non- Graded) 1 Assignment 10 marks of each One Per 10 marks Graded assignment Unit 2 Mid 20 marks for one 2 per 20 marks Graded Semester MST semester Test 3 12 marks for each One per 4 marks Surprise Test Graded test Unit 4 NA One per Non-Graded: lecture topic Engagement Task Homework Non graded (of 2 questions) 5 4 marks of each 2 per Unit 4 marks Quiz Graded quiz 6 Discussion NA One per Non Graded: Chapter Non graded Forum Engagement Task 7 Presentation NA NA NA Non graded 8 Attendance and NA NA 2 marks Engagement Score on BB

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 2 3 CO2 2 3 CO3 2 3 CO4 3 3 CO5 2 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT617 Managerial Competency Development L T P S C CH Course Type

7 2 0 0 0 2 2 PC

MB301

PRE-REQUISITE Undergraduate degree in any stream

CO-REQUISITE Personal grown and development ANTI- N/A REQUISITE

a. Course Description This course begins with decision making and the steps involved in decision making process. The factors that influence decision making are also covered. The course also focuses on emotional intelligence and self- development. Ethics and values also forma part of the course. This is in line with the philosophy to develop three courses that shall focus on cognitive, ethical and behavioral aspects.

b. Course Objectives 1. To give an exposure of decision making under varied scenarios and constraints. 2. To enable students to understand emotional intelligence and self-development through self-awareness and self- regulation. 3. To develop ethics and values for promoting ethical behavior and ethical leadership.

c. Course Outcomes

CO1 To comprehend the decision-making process and overcome decision traps.

CO2 To apply decision making process to make informed and effective decisions.

CO3 To analyze complex business situations facing organization to find feasible solutions.

CO4 To evaluate distinct feasible solutions to select best solution/s keeping in mind the optimum resource utilization.

CO5 To create opportunities for people and organization as a whole in deciphering market conditions.

d. Syllabus Unit-1 Decision Making and Decision Traps Contact Hours:15

Decision Making Decision making, decision traps and thinking errors, decision alternatives.

Drawing Inferences Imagination and visualization, Drawing inferences, group decision making.

Deciphering Market Deciphering market conditions and creating creative business ideas. Conditions Advanced Thinking Critical thinking and Systems thinking, Design thinking

Unit-2 Emotional Intelligence and Value Driven Decision Contact Hours:15 Making

Emotional Emotional intelligence, Self-awareness, Self-regulation, Motivation, Social Intelligence skills, Empathy.

Building Alliances Building alliances, Workplace collaboration.

Ethical Decision Value based decision making Making

Leadership Leading by example

Unit-3 Business Ethics Contact Hours:15

Business Ethics Ethics and Business Ethics, Concepts Values and Ethics. Basics

Ethical Corporate Ethical Corporate Behavior Development of Ethical Corporate Behavior. Behaviour

Ethical Leadership Ethical Leadership,Applied ethics in Business & Management.

Ethical Dilemmas Ethical dilemmas and scenarios, Advanced ethical issues, Transparency

e. Textbooks / Reference Books T1 R. Kipp Martin (Author), Thomas A. Williams (Author), David R. Anderson (Author), 2112. An Introduction to Management Science Quantitative Approach to Decision Making, 13th Ed., Cengage, ISBN: 978- 8131518342.

T2 Daniel Albuquerque2110. Business Ethics. Oxford University Press (17 March 2110) ISBN: 9780195699647

R1 Haddon W. Robinson2110. Decision Making By the Book. Discovery House Publishers ISBN: 9788131754214.

R2 Travis Bradberry, Jean Greaves Emotional Intelligence 2.0 2109 Perseus Books Group, ISBN: 0974321625.

R3 Andrew Crane (Author), Dirk Matten2116 Business Ethics. 4th Ed. Oxford University Press, ISBN: 0198755961

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component SlNo. Type of Weightage of Frequency of Final Weightage in Remarks Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

5 Case study Non graded 6 Discussion Non graded Forum 7 Presentation Non graded

8 9

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 2

CO2 2

CO3 2 3

CO4 2

CO5 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAP618 Information and management Lab L T P S C CH Course Type*

8 21BAP618 0 0 2 0 1 2 PC

MB301

PRE-REQUISITE Basic understanding of IT and MS Office

CO-REQUISITE Understanding of Hardware and Software

ANTI- NONE REQUISITE

a.Course Description This course starts with fundamental concepts of information technology for businesses. It will guide to learn the applications those will make business processing easy. It is followed by the delivery of implications of ERP packages and advance business applications program. Further this course will help to develop skills related to business processing software in students. As last, it will guide students to learn how to apply the application for decision making and policy framing for success of business.

b. Course Objectives 1. To give an exposure to students about the fundamentals of information technology tools and their application in business management. 2. To enable skills in students to apply basics and advance business management applications on their day to day business related activities of various functional areas using MS-Office Package, ERP Packages.

c. Course Outcomes

CO1 Understand the fundamental concepts of information technology for business management.

CO2 Develop skills for analyzing and handling business process through ERP package.

CO3 Integrate the business process related tocross functional areas using ERP Package.

CO4 Apply advance business applications program in daily business related activities.

CO5 Make effective use of MS Office package in organization related work.

d. Syllabus Unit-1 Organizations and Computing Contact Hours: 4 hours

To study the importance and uses of Information System and the various types of Information System

< Experiment No 2> To study the uses and importance of Management Information System

< Experiment No 3> To study the different levels of Management Decision Making Unit-2 Applying MS-Office in Business Management Contact Hours: 4 hours

< Experiment No 1> To study the components of MS Word

< Experiment No 2> To study the formulas and functions used in MS Excel

< Experiment No 3> To study the various features of MS PowerPoint

< Experiment No 4> To study the MS Access for data storage and applications

Unit-3 Applications for Cross Functional Dynamics Contact Hours: 4 hours

< Experiment No 1> To study the overview of ERP Packages and Tools

< Experiment No 2> To study the various features of ERP Packages

< Experiment No 3> To study the use of ERP Packages in various fields

e. Textbooks / Reference Books T1: Wang, W. 2118. Microsoft Office 2119, Wiley India. ISBN. 978-8126578559.

T2: Summer, M. 2113. ERP- Enterprise Resource Planning, 1st Edition, Pearson Education India. ISBN. 978- 1292139800

T3: Keller, H. 2109. ABAP Objects, 2nd Edition, Galileo Press. ISBN. 9781592290796

REFERENCE BOOKS

R1: Kogent L. 2109. SAP ABAP / 4 (Covers SAP ECC 6.0) Black Book, Dreamtech Press; 2109 edition, ISBN: 978- 8177224290.

R2: Leon, A. 2114. ERP- Enterprise Resource Planning, 3rd Edition by Tata McGraw Hill Education (India) Private Limited. ISBN: 978-9383286676.

R3: Greenwood, K. 2107. Sams Teach Yourself ABAP/4 in 21 Days, 1st Edition, Pearson Education India. ISBN: 978-8131716113.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows:

Practical Components Continuous Semester End Internal Examination (SEE) Assessment (CAE)

Marks 60 40

Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

1 Practical 20 marks for each 8-10 40 marks Worksheet experiment experiments (In assignment with rubrics Graded Category) and Class- room Learning 2 Mid-Term 20 marks 1 per semester 12 marks Graded Test 3 Discussion 4 marks for each 1 per semester 4 marks Forum/ Short task Digital Assignment/ Assignment Graded with Rubrics to submit design/ Portfolio 4 Presentation Non Graded 5 Attendance 4 marks and BB Graded Engagement Score

g. CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 2

CO2 3 3 CO3 2 3 3

CO4 3 2

CO5 3 3

CO PO correlation matrix of each subject to be mapped with

High correlation (3) Medium correlation (2) Low correlation (1)

SN 21PCT610 Professional Business Communication L T P S C CH Course Type

9 3 0 0 0 3 3 UC

MB301

PRE- Studied English Language upto senior secondary REQUISITE CO-REQUISITE Professional Business Communication Lab 21PCP611

ANTI- REQUISITE

a. Course Description The course caters to LSRW skills need of prospective business professionals and entrepreneurs. It provides a strong foundation in contextual English grammar usage and equips the students in proficient application of English in business correspondence. The course focuses on building socio-linguistic competency and strategic discourse ability of the student.

b. Course Objectives 1. Augment student’s overall communication and interpersonal skills by practicing oral and written English for professional life. 2. Enrich reading capability to enhance business sense through special emphasis on business vocabulary and its usage. 3. Write business documents clearly, concisely and analytically in correct syntax. 4. Speak coherently, concisely in social and professional environment.

c. Course Outcomes CO1 Demonstrate competency in spoken and written communication for a specific audience and purpose in the business environment.

CO2 Create communication material for an organization, research and write reports in correct English.

CO3 Critically evaluate moral values, communication ethics and display sensitivity for diversity and inclusion.

CO4 Display professionalism during the placement process.

CO5 Critically evaluate written text and form an informed decision.

d. Syllabus Unit-1 Business Communication Contact Hours: 15

Business Business Communication: Meaning, importance, process, models and types, barriers to Communication effective communication, verbal and non-verbal communication, Techniques for building LSRW Skills.

Identity of Organization Creating Communication material (Vision, Mission, Values, Branding)

Reading Skills Select Case Studies and Discussion

Writing Skills Paragraph writing, reading comprehension, note making and note taking Listening Skills Vowel sounds, stress and intonation

Speaking Skills Greeting, Complementing and Inviting

Unit-2 Business Correspondence Contact Hours: 15

Ethical Communication Ethics in Communication- Significance, Factors, Dilemmas in Ethical Communication, Introduce key concepts of Morality, Diversity and Inclusion.

E-magazine E-magazine on a Social Cause

Reading Select Case Studies and Discussion

Business Summarizing, leave application, permission letter, business letters - sales, request, order, Correspondence: inquiry, acknowledgement, complaint and collection letters, memorandum writing, office order, circular, notice writing, agenda and minutes of meeting, modern forms of communication: e-mails, video conference and conference calls

Grammar Punctuation, Correction of sentences

Vocabulary One-word substitutes, synonyms, antonyms and contextual usage

Unit-3 Technical Writing Contact Hours: 15

Cross Cultural Cross-cultural Communication – Significance, elements, cultural context and barriers to Cross Communication Cultural Communication

Reading Case Studies and Discussion

Technical Writing Report writing - proposal writing, types of reports, academic and technical reports, digital communication - content writing (blogs and websites), proof reading, media writing – press note.

Interview skills Job Application and Resume Writing, Mock Interviews

Speaking Social Etiquette

Vocabulary Collocations, idioms

e. Textbooks / Reference Books TEXT BOOKS T1 Raman, M. and Singh, P. (2017). Business Communication, Oxford University Press: New Delhi. T2 Communication Skills - Study Material REFERENCE BOOKS R1 Lesikar R.V., Petit J.D., Business Communication, Tata McGraw (2016), New Delhi. R2 Chaturvedi, P.D. and Chaturvedi, Business Communication, Pearson Education (2017), New Delhi. R3 Kumar, S and Lata, P (2017). Communication Skills, Oxford University Press: New Delhi R4 Hewing, Martin, Advanced English Grammar, Cambridge University Press (2015), UK.

f. Assessment Pattern - Internal and External The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component Sl Type of Assessment Weightage Frequency Final Weightage in Remarks No. of actual of Task Internal (Graded/Non- conduct Assessment Graded)

1 Assignment in 12 marks of One Per 6 marks form of Case each Unit Study/Project assignment Graded based on Data designed Analytics. with rubrics 2 20 marks for 2 per 20 marks Exam Graded one MST semester 3 12 marks for One per 4 marks Quiz/Test Graded each test Unit 4 NA One per Non-Graded: lecture topic Engagement Task Homework Non graded (of 2 questions) 5 NA One per 4 marks Discussion Forum Graded Chapter 6 Presentation NA NA NA Non graded 7 Attendance and Engagement Score NA NA 2 marks Graded on BB 8 Analysis of Business 4marks of 1 per Unit 4 marks As applicable School each analysis to course types depicted above

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 CO2 CO3 CO4 COn

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21PCP- Professional Business Communication Lab L T P S C CH Course Type* 611 10 0 0 2 0 1 2 UC

MB301

PRE- Studied English Language upto senior secondary REQUISITE CO- Professional Business Communication REQUISITE

ANTI- REQUISITE

a. Course Description The course focuses on the enhancement of listening comprehension and speaking fluency in everyday situations by focusing on some essential grammar, vocabulary, and pronunciation. It will also help students to cultivate soft skills like time management, stress management and enhance self awareness through SWOC analysis shaping them to eventually become better team players.

b. Course Objectives The Course aims to:

1. Equip students with listening, reading and speaking skills essential for academic, professional and cultural situations. 2. Foster student’s self-confidence and professionalism for the corporate world. 3. Monitor, remediate and improve English accent and pronunciation.

c. Course Outcomes CO1 Display soft skills appropriate to the academic, professional and cultural situations.

CO2 Speak fluently and confidently during group discussion and other public speaking events.

CO3 Use correct intonation, stress, pronunciation and neutral accent to communicate in English.

CO4 Use non-verbal skills appropriate to the social environment.

CO5 Apply appropriate employability skills during the placement process.

d. Syllabus Unit-1 Contact Hours: 10

Soft Skills Self Awareness - Personal attributes, Self SWOC Analysis, Goal Setting

Verbal Skills Art of Public Speaking - Just A Minute, Extempore, News Discussion

Non-Verbal Skills Positive body language, posture, gestures, symbols and signs

Listening Skills Listening exercises-1 & 2, vocabulary building - 1 & 2 Phonetics Vowel Sounds

Unit-2 Contact Hours: 10

Soft Skills Time Management, Critical Thinking Skills, Creativity Skills, Team Building

Verbal Skills Art of self introduction, Cross Talk, Group Discussion

Non-Verbal Skills Personal appearance and grooming

Reading Skills Reading Comprehension - 1 & 2, vocabulary building - 3 & 4

Unit-3 Contact Hours: 10

Soft Skills Stress Management, Problem Solving Skills, Negotiation Skills

Verbal Skills Presentation Skills - Elements & structure of effective presentation, preparation and presentation on a topic, Interview skills, mock interviews

Non-Verbal Skills Social Etiquette

Reading Skills Reading Comprehension - 3 & 4, vocabulary building - 5 & 6

Phonetics Consonant Sounds

e. Textbooks / Reference Books TEXT BOOKS T1 Globarena EL- Client Software for Communication Skills, Hyderabad. REFERENCE BOOKS R1 Sethi, J., Dhamija, P.V., A Practice Course in English Pronunciation, Prentice Hall of India, New Delhi. R2 Roach P., English Phonetics and Phonology: A Practical Course (English), Cambridge University Press, 4th Edition, UK R3 O’Connor, J. D., Better English Pronunciation, 2nd Edition, Cambridge University Press, (2012), UK. R4 Hornby, A.S. Oxford Advanced Learners Dictionary of Current English, 7th Edition, Oxford University Press, UK.

f. Assessment Pattern - Internal and External The performance of students is evaluated as follows:

Theory

Components Continuous Semester End Internal Examination (SEE) Assessment (CAE)

Marks 60 40

Total Marks 100

Internal Evaluation Component Sr.No. Type of Weightage of Frequency Final Weightage in Remarks Assessment actual conduct of Task Internal Assessment

1 Content 12

2 Confidence 8

3 Fluency 10

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1

CO2

CO3

CO4

COn

CO PO correlation matrix of each subject to be mapped with

High correlation (3) Medium correlation (2) Low correlation (1)

Semester – II Course Code Course L T P S Cr 21BAT651 People Management 3 0 0 0 3 21BAT652 Decision Science-II 4 0 0 0 4 21BAT653 Consumer Behavior 3 0 0 0 3 21BAT654 Business Research Methods 4 0 0 0 4 21BAT655 Entrepreneurship 3 0 0 0 3 21BAP656 Digital Marketing Lab 0 0 4 0 2 21BAT657 Corporate Finance 4 0 0 0 4 21BAT658 Managerial Aptitude 2 0 0 0 2 TOTAL CREDITS IN SEMESTER 25

Contact Hours 27

SN 21BAT651 People Management L T P S C CH Course Type 11 3 0 0 0 3 3 PC MB301 PRE-REQUISITE Basic concepts of general management CO-REQUISITE Understanding of functioning of HR department ANTI- REQUISITE a. Course Description This course begins with basics of human resource management and process. It is followed by process of recruitment and selection. Course further explains about career and succession planning. At last course contemporary issues in HRM.

b. Course Objectives

1. To make the students understand the importance of human resources as an asset and to sensitize the students to the various facets of managing human resource in the real world. 2. To make students develop, implement and evaluate organizational development strategies aimed at promoting organizational effectiveness. c. Course Outcomes CO1 To understand the different concepts for workforce management in contemporary organizations CO2 To apply the processes that can be used to make people more productive and happier CO3 To analyse performance management issues to find out solutions to drive high performing teams. CO4 To evaluate the new compensation structures consistent with the prevailing industry standards. CO5 To design and formulate HR policies for acquisition, development and retention of talent in today's changing workplaces CON

d. Syllabus Unit-1 Introduction to Human resource Management Contact Hours: 12 hours Concepts of HRM Human Resource Management: Concept, Meaning, Definition, Functions and Challenges, Qualities of HR Manager. Job Analysis & HRP Job Analysis: Features, Goals, Job analysis Process, Techniques for Data Collection, Preparation of Job Description and Job Specification, HR Planning: Meaning, Definition, Characteristics, Significance, Factors Affecting HRP, Barriers to HRP. Recruitment & Recruitment and Selection: Features of Recruitment, Process, Sources, Training and Difference between Recruitment and Selection, Selection Process, Training and Development development, Difference between Training and Development, Training Process.

Unit-2 Career Planning & Compensation Contact Hours: 12 hours Career Planning & Career Planning and Succession Planning: Features, Objectives, Career Planning Performance Process, Important Terminology Used in Career Planning, Limitations of Career Appraisal Planning, Performance Appraisal: An Introduction, Objectives, Uses, Process, Methods, Errors in Performance Appraisal. Compensation Compensation Management: rewards and incentives Objectives, Types, Management Concept of Wages, Factors Influencing Compensation, Steps in Compensation Administration, Executive Compensation- Concept and Components, Retention strategies. HRIS & e-HR HRIS and e-HR: Objectives, Components, Types, Process and Applications, HR Audit and HR Accounting: Features, Objectives, Levels and Process.

Unit-3 Industrial Disputes & Contemporary issues in HRM Contact Hours: 12 hours Industrial Disputes Industrial disputes: Causes, Types, Outcomes of Industrial Disputes. Trade Unions & Trade Unions: Objectives, Functions, Managing Employee Grievances: Grievance Characteristics, Sources, Techniques of Grievance Identification, Grievance Management Procedure. Contemporary Contemporary issues in HRM: Green HR, e-HR, Employee Empowerment and Issues in HRM Engagement, Golden Handshake, Glass Ceiling, IHRM, Talent Management, International HR practices.

e. Textbooks / Reference Books TEXT BOOKS 1. T1 Durai,, P. 2110.Human Resource Management, 2ndEdition, Pearson Education, India, ISBN:9789332558571. 2. T2 Dessler, G.2113. Human Resource Management. 15th Edition, Prentice-Hall, India, ISBN:9780134235455. 3. REFERENCE BOOKS R1 Bhattacharyya, D. 2112. Human Resource Management: A South Asian Perspective. Ist Ed. Cengage Learning, India, ISBN:978-8131511060.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component

S. Type of Weightage of Frequency of Final Weightage Remarks No. Assessment actual conduct Task in Internal (Graded/Non- Assessment Graded)

1 Assignment 12 marks of each One Per Unit 6 marks in assignment form of Case designed with Graded Study/Project rubrics based on Data Analytics. 2 20 marks for one 2 per semester 20 marks Exam MST Graded

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

5 Discussion NA One per Chapter 4 marks Graded Forum 6 Presentation NA NA NA Non graded 7 Attendance and NA NA 2 marks Graded Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above

g. CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 CO2 3 3 CO3 3 3 CO4 1 3 3 COn 2 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT652 Decision Science-2 L T P S C CH Course Type 12 4 0 0 0 4 4 PC MB301 PRE-REQUISITE Decision Science-1 CO-REQUISITE Understanding of basic statistics ANTI- None REQUISITE

a. Course Description This course begins with basics of probability theory and its distribution. It further elaborates about the problem formulation and emphasizes on that how the various techniques of Operations Research can be applied in different types of problems.

b. Course Objectives The objective of this paper is to acquaint the students with probability, probability distributions and operations research techniques to aid in managerial decision-making

c. Course Outcomes CO1 To understand and remember the various probability theories related to different types of random variables CO2 Application of graphical method and simplex procedure for solving different types of linear programming problems for business decision making CO3 Solution of numerical examples related to game theory, transportation and assignment models for real life problems CO4 To evaluate and discriminate the different decision making environment CO5 To Formulate Linear programming problems for developing the best solutions to real life industries problems

d. Syllabus

Unit-1 Introduction to Probability Contact Hours: 20 Theory of Probability Definition, basic concepts, events and experiments, random variables, expected value, types of probability, classical approach, relative frequency and subjective approach to probability, theorems of probability, addition, multiplication and Bayes theorem and their application.

Theoretical difference between frequency and probability distributions, Binomial, Poisson, Distributions Hyper Geometric and Normal distribution.

Unit-2 Linear programming problem Contact Hours: 20 Linear Programming Formulation of linear programming problems, Solution by graphical method and by using Simplex method algorithm including Big-M method, Business applications of LP, Degeneracy, duality and post-optimality analysis..

Transportation: Transportation problem, initial feasible solution using North-West Corner Rule; Least Cost Method and Vogel’s Approximation method, Testing optimality using MODI method Unit-3 Operations Techniques Contact Hours: 20 Assignment Assignment problem, solution using Hungarian method Problems Game Theory Two-person zero-sum games, Games of pure strategies and games of mixed strategies. Rule of dominance, Graphical solution of games and their business applications Decision Making Decision making environment, decision under uncertainty, decision under risk and decision tree analysis.

e. Textbooks / Reference Books T1 Levin, R., Rubin, D. 1998. Statistics for Management, 7th Edition, Prentice Hall, India, ISBN: 9780134762920 T2 Vohra, N. 2017. Quantitative Techniques in Management, 5th Edition, McGraw Hill Education Private Limited, India, ISBN: 9789352606276 R1 Taha, H. 2007. Operations Research – An Introduction, 8th Edition, Prentice Hall, India, ISBN: 9780131889230

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 3

CO2 3

CO3 2 2

CO4 3

CO5 3 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT653 Consumer Behavior L T P S C CH Course Type

13 3 0 0 0 3 3 PC

MB301

PRE-REQUISITE Marketing Management

CO-REQUISITE Understanding of human psychology

ANTI- N/A REQUISITE

a. Course Description This course begins with introduction to consumer behavior and factors affecting their purchase decision. Next it emphasizes on the individuals determinants of the consumer behavior. Finally it focuses on the external determinants of the consumer behavior and online consumer behavior.

b. Course Objectives 1. Learn and apply consumer behaviour theories to take informed decision to develop relevant products and services to create value for customers. 2. Use consumer insight to make and sustain profitable relationships

c. Course Outcomes

CO1 To understand the significance of consumer behavior in developing consumer insights.

CO2 To apply behavioural theories to conceive strategic insight to create value for customers.

CO3 To analyze ever changing consumer behavior trends and patterns to develop insight in order to improve products and services.

CO4 To evaluate the relative effectiveness of marketing strategies aimed at influencing the behaviors of customers.

CO5 To develop products and services based on consumer insight and consumer trends.

d. Syllabus Unit-1 Introduction to Consumer Behaviour Contact Hours:15

Consumer Scope and relevance of consumer behavior studies, basic model of consumer Behaviour Basics behavior.

Consumer Buying Buying decision process- problem recognition, information search, Process alternative evaluation-decision rules- and selection, outlet selection and purchase, post purchase behavior.

Customer Customer satisfaction and loyalty programs. Satisfaction

Buyer Involvement Types of buyer involvement

Unit-2 Individual Determinants of Consumer Behavior Contact Hours:15

Motivation and Motivation, attention, perception and consumer imagery Consumer Imagery

Consumer Learning Consumer learning and memory, Consumer learning process.

Consumer Personality and self concept, consumer attitudes – formation and change, Personality and Attitude

VALS Framework Consumer values and lifestyle

Unit-3 External Determinants of Consumer Behavior Contact Hours:15

Culture and Influence of culture and subculture on consumer decision making. Subculture

Social Influences Social class, reference groups and family influences.

Diffusion of Innovations, Diffusion of innovation Innovation

Consumer Research Models of consumer behaviour, researching consumer behaviour, online consumer behavior.

e. Textbooks / Reference Books 1. Schiffman, L., and Kanuk, L. 2110. Consumer Behavior, 13th Ed., Pearson Education, India, ISBN: 9780135053010 2. Hawkins, D., Mothersbaugh, D. 2110. Consumer Behavior- Building Marketing Strategy, 11th Ed., Tata McGraw Hill, India, ISBN:9780073381107

R1 Solomon, M. 2116. Consumer Behavior: Buying, Having and Being, 12th Ed., PHI Learning Pvt. Ltd., India, ISBN: 9780070221874

R2 Majumdar, R. 2110. Consumer Behavior: Insights from the Indian Market, PHI Learning Pvt. Ltd., India, ISBN: 9788121339637

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

5 Case study Non graded 6 Discussion Non graded Forum 7 Presentation Non graded

8 9

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2

CO2 2

CO3 3

CO4 3 3 2

CO5 3 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT654 Business Research Methods L T P S C CH Course Type

14 4 0 0 0 4 4 PC

MB301

PRE-REQUISITE Fundamentals of Statistics

CO-REQUISITE Understanding of basic Statistics

ANTI- N/A REQUISITE

a. Course Description This course begins with types of research and research process. It further elaborates about various research designs, sampling strategies, various types of data and scaling techniques. Further it also emphasizes on understanding of basic concepts, theories and statistical techniques used in research. Students will also be given exposure to use and apply SPSS.

b. Course Objectives 1. The course aims at equipping students with an understanding of the research process, tools and techniques in order to facilitate managerial decision making. 2. To enable student to apply research methodsfor sound decision making in business scenario.

c. Course Outcomes CO1 To understand the research process for writing a research paper, Ph.D Thesis and dissertation

CO2 To apply different research designs and sampling techniques in various business research problems

CO3 To analyze and interpret various hypothesis tests to supplement decision making in business scenario

CO4 To compare the various sampling techniques for collection of data

CO5 To create and implement a research proposal for the real life business problems

d. Syllabus Unit-1 Understanding Business Research Contact Hours:15

Foundations of Main components of any research work, research process. Research

Problem Identification Problem identification, research questions, research objectives and & Formulation formulating the problem statement.

Literature Review Meaning of literature, uses of literature review and source of information.

Formulation of Qualities of a good hypothesis, null hypothesis & alternative hypothesis, Hypothesis hypothesis testing – Logic and Importance

Research Design Concept and importance in research, features of a good research design, types of research designs, principles of experimental research designs, formal and informal and experimental designs.

Unit-2 Measurement and Scaling Contact Hours:15

Measurement Concept of measurement, problems in measurement in research – validity and reliability, levels of measurement – Nominal, Ordinal, Interval and Ratio.

Sampling Concepts of Statistical population, sample, sampling frame, sampling error, sample size, non-response, characteristics of a good sample, probability Sample – Simple Random sampling, Systematic sampling, Stratified sampling, Cluster & Multi-Stage sampling, determining size of the sample – practical considerations in sampling and sample size.

Data Collection Primary versus secondary data, collecting primary data through interview method, questionnaires, schedules, case study method.

Unit-3 Data Processing and Report Writing Contact Hours:15

Processing and Statistics in research, data preparation – Univariate analysis, bivariate Analysis of Data analysis – cross tabulations and Chi-square test including testing hypothesis of association, Statistical inferences about two populations, hypothesis testing for difference between two means using Z-statistic, T-statistic and ANOVA.

Interpretation of Data Meaning of interpretation, significance of report writing, layout of a research and Report Writing report, ethical issues related to publishing, plagiarism and self-plagiarism.

e. Textbooks / Reference Books T1 Cooper, D., Schindler, P. 2106. Business Research Methods, 9th Edition, Tata McGraw Hill, India ISBN: 9781259001857. T2 Malhotra, N. 2110. Marketing Research: An Applied Orientation, 6th Edition, Pearson Publication, India, ISBN: 9781292103129 T3 Kothari, C. 2104. Research Methodology – Methods and Techniques, 2nd Edition, New Age International, ISBN: 9788122424881 R1 Nargundkar, R. 2102. Marketing Research, 4th Ed., Tata McGraw Hill, India, ISBN: 9780070221874

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CIE) Marks 40 60 Total Marks 100

Internal Evaluation Component S Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

1 Assignment 12 marks of each One Per Unit 6 marks in assignment form of Case designed with Study/Project rubrics Graded based on Data Analytics. 2 20 marks for one 2 per 20 marks Exam MST semester Graded

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per Non-Graded: lecture topic Engagement Task Homework (of 2 Non graded questions)

5 Discussion NA One per 4 marks Graded Forum Chapter

6 Presentation NA NA NA Non graded 7 Attendance and NA NA 2 marks Graded Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above 9

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 3 3

CO2 2

CO3 3 3 2

CO4 3 3

CO5 2 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT655 Entrepreneurship L T P S C CH Course Type 15 3 0 0 0 3 3 PC MB301 PRE-REQUISITE Basic understanding of startups and entrepreneurship CO-REQUISITE Startup ecosystem ANTI- REQUISITE

b. Course Objectives

1. To provide exposure to students on the basics concepts of Entrepreneurship and Start up Ecosystem. 2. To build competency in students about entrepreneurship process and make them develop strategies to start a venture with requisite resources like capital, manpower, technology and materials

c. Course Outcomes CO1 To understand the conceptual framework of entrepreneurship and identifying various factors influencing the entrepreneurial approach.

CO2 To apply the conceptual understanding in setting up a new venture. CO3 To analyze the feasibility of different elements of an enterprise like marketing, finance, human resources, operations, and technology. CO4 To evaluate the sustainability of an enterprise in the long run. CO5 To create value prepositions and opportunities associated with entrepreneurship.

d. Syllabus Unit-1 Entrepreneurship introduction Contact Hours:12 Entrepreneurship Concept, Knowledge & Skills Requirement, Characteristics of Successful basics Entrepreneur Entrepreneurial Entrepreneurship Process, Managerial vs. Entrepreneurial Approach, Factors process affecting the emergence of Entrepreneurial approach Entrepreneurship Role of entrepreneurship in economic development. & Economy Unit-2 Starting the venture Contact Hours:12 Idea generation generating business idea, methods of generating ideas, Environment scanning Feasibility study competitor & industry analysis, feasibility study-market, technical/operational, financial feasibility Report drawing business plan, preparing project report, presenting business plan Unit 3 Designing organization structure Contact Hours:12 HR planning Job designing, Manpower planning Financial plan Financial Plan- working capital, cash & income flow, balance sheets, breakeven analysis, Sources of finance Legal issues IPR, Copyrights, Trade secrets, licensing, franchising. Ethics and Corporate Governance for Startups.

e. Textbooks / Reference Books TEXT BOOKS

T1 Gupta, R.K. &Lipika, K.L. 2115. Fundamentals of entrepreneurship development & project management, Himalaya Publishing House. ISBN: 978-9351426844.

T2 Ivaturi, V.K., Ganesh, M., Mittal, A., Subramanya, S. 2117. The Manual for Indian Start-ups: Tools to Start and Scale-up Your New Venture, Penguin Random House India. ISBN: 978-0143428527.

REFERENCE BOOKS

R1 Gordan, E. and Natrajan, K. 2117. Entrerpreneurship Development, 6th Edition, Himalaya Publishing House, ISBN: 978-9352125404.

R2 Radjou, N., Prabhu, J., Ahuja, S. 2112. Jugaad Innovation: A Frugal and Flexible Approach to Innovation for the 21st Century, Publisher: RHI. ISBN: 978-8184002158.

R3 Bansal, R. 2112. Stay Hungry Stay Foolish, Fourth Edition, Westland Limited. ISBN: 978-9381626719.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component

S. Type of Weightage of Frequency of Task Final Weightage in Remarks No. Assessment actual conduct Internal (Graded/Non- Assessment Graded) 1 12 marks of each One Per Unit 6 marks Assignment in assignment form of Case designed with Study/Project rubrics Graded based on Data Analytics.

2 20 marks for one 2 per semester 20 marks Exam Graded MST 3 12 marks for each One per Unit 4 marks Quiz/Test Graded test 4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions) 5 Discussion NA One per Chapter 4 marks Graded Forum 6 Presentation NA NA NA Non graded 7 Attendance and NA NA 2 marks Graded Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable to Business analysis course types School depicted above

g. CO-PO Mapping

PO/CO PO1 PO2 PO3 PO4 PO5 PO6 CO1 2

CO2 3 3

CO3 2

CO4 2

CO5 3 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAP656 Digital Marketing Lab L T P S C CH Course Type*

16 0 0 4 0 2 4 PC

Course Code(s)

PRE-REQUISITE Basic knowledge of Computer and Internet

CO-REQUISITE Understanding of social media and digital platforms

ANTI- REQUISITE

a. Course Description This course starts with fundamental concepts of digital marketing and its role in success of any venture. It is followed by conducting search engine optimization and search engine marketing for business. Furthermore, this course will cover the working of social media marketing. Its applications and impact on digital marketing campaign. This course will also guide student to initiate email marketing campaign. At the end, students will be able to create full-fledged digital marketing campaign for their offerings.

b. Course Objectives 1. To help students to understand digital marketing tools and is applications in marketing campaign. 2. To enhance skills of students for developing digital marketing campaign using various digital marketing tools

c. Course Outcomes CO1 To learn digital marketing tools like search engine optimization and associated analytics.

CO2 To apply digital marketing tools to a) improve websites' rankings and optimize it in the process. b) Improve the brand's visibility c) improve brands reach which physically is relatively difficult and less effective.

CO3 To analyze relative importance of digital marketing strategies to optimize digital marketing campaign.

CO4 To evaluate the performance of different social media in conjunction with overall digital marketing plan.

CO5 To design search engine optimization and search engine marketing campaigns.

d. Syllabus Unit-1 Digital Store and Search engine Marketing Contact Hours: 24

Digital Marketing Implementation in Business Scenario

< Experiment No Create the Digital Marketing Webpage 2>

< Experiment No Conducting the Search Engine Optimization and Search Engine Marketing 3>

< Experiment No4> Using Google Analytics to analyze website performance

Unit-2 Social Media Marketing Contact Hours: 18

< Experiment No Creating Promotional banner through Canva 1>

< Experiment No Facebook Promotion using banners 2>

< Experiment No Creating YouTube Channel for Marketing 3>

< Experiment No4> Twitter Marketing

< Experiment No5> Instagram Marketing

Unit-3 (Name of the Unit) Contact Hours: 18

< Experiment No Email Marketing 1>

< Experiment No Digital Marketing Final Analysis and Report 2>

e. Textbooks / Reference Books T1 Das, A. 2018.Applications of Digital Marketing for Success in Business, 1st Edition, BPB. ISBN: 978- 9386551986. R1 Deiss, R. and Henneberry, R. 2017. Digital Marketing For Dummies, 1st Edition, John Wiley & Sons. ISBN: 978- 1119235590.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows:

Theory

Components Continuous Semester End Internal Examination (SEE) Assessment (CAE)

Marks 60 40

Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

1 Practical 20 marks for each 8-10 40 marks Worksheet experiment experiments (In assignment with rubrics Graded Category) and Class- room Learning 2 Mid-Term 20 marks 1 per semester 12 marks Graded Test 3 Discussion 4 marks for each 1 per semester 4 marks Forum/ Short task Digital Graded Assignment/ Assignment with Rubrics to submit design/ Portfolio 4 Presentation Non Graded 5 Attendance 4 marks and BB Graded Engagement Score

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1

CO2 3

CO3 3 3

CO4 3 2

COn 3

CO PO correlation matrix of each subject to be mapped with

High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT657 Corporate Finance L T P S C CH Course Type

17 4 0 0 0 4 4 PC

MB301

PRE-REQUISITE Basic understanding OF Financial Management

CO-REQUISITE Understanding of the financial system

ANTI- N/A REQUISITE

a. Course Description This course begins with basic concepts of corporate finance like time value of money, investing, financing etc. The first unit also focuses on financial analysis, profit planning and control. The second unit talks about management of current assets and financing decisions for short and long term capital requirements. The third unit talks about dividend decisions and the various theories of dividend and corporate risk management.

b. Course Objectives 1. To develop an understanding of corporate financial management. 2. To enable students to understand the nuances of financial management in order to enable them to take business decisions based on financial understanding and prudence.

c. Course Outcomes

CO1 To develop an understanding of the basic fundamentals of the corporate financial management

CO2 To apply the knowledge of financial statement analysis in managerial decision making

CO3 To compare and select from different sources of finance

CO4 Evaluating capital budgeting- investing & financing decisions based upon the time value of money concepts

CO5 To design an optimal capital structure and optimum dividend payout for a firm

d. Syllabus Unit-1 Introduction of Corporate finance Contact Hours:15

Corporate finance Meaning, nature, objectives, role of finance manager and firm, Executive Vs Routine

Time value of money time value of money, tools and techniques

Scope/Decisions of CF major decisions in corporate finance, investing, financing and dividend decisions

Financial Analysis Financial statement analysis, cash flow statement

Capital budgeting Tools/ Techniques of capital budgeting cost of capital concept and measurement of cost of capital

Unit-2 Working capital and financing decisions Contact Hours:15

Current Assets Working capital management, receivable management, inventory Management: management, working capital working capital financing/Sources of working capital or source sof short term financing financing

Financing Decision Leverage- financial, operating and combined leverage capital structure Designing capital structure, long term financing, long term sources, short term sources, capital structure theories.

Unit-3 Dividend decisions and Risk management Contact Hours:15

Dividend Decision Concept and Types of dividend,

Dividend policies Policies, Theories of dividend, determinants of dividend

Risk Management corporate risk management: corporate, strategic business, project

Financial risk Market risk, credit risk, operational risk, business risk. Economic value, Book management- value- earnings risk and cash flow risk

e. Textbooks / Reference Books T1 Pandey, I.M, 2115. Financial Management, 4th Edition, Vikas Publication House Pvt. Ltd, New Delhi. ISBN: 9789325982338. T2 M Y Khan, P K Jain. 2112. Financial Management, 3rd Edition, Tata McGraw Hill. ISBN: 9781259004636. T3 Damodaran, A. 1997. Corporate Finance –Theory & Practice, John Wiley and Sons, Inc. ISBN: 978- 0471076803.

R1 Mohanty, P., Richard, A.B., andMyers, S.C. 2114. Franklin Allen, Pitabas Mohanty., Principles of Corporate Finance, McGraw Hill India. ISBN: 978-9332902701.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded) 1 Assignment 12 marks of each One Per Unit 6 marks in assignment form of Case designed with Study/Project rubrics Graded based on Data Analytics. 2 20 marks for one 2 per 20 marks Exam Graded MST semester 3 12 marks for each One per Unit 4 marks Quiz/Test Graded test 4 NA One per Non-Graded: lecture topic Engagement Task Homework Non graded (of 2 questions) 5 Discussion NA One per 4 marks Graded Forum Chapter 6 Presentation NA NA NA Non graded 7 Attendance and NA NA 2 marks Graded Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above 9

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 3 3 3

CO2 3 3

CO3 3 3 3

CO4 3 2 3 2 3

CO5 2 3 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT658 Managerial Aptitude L T P S C CH Course Type 18 2 0 0 0 2 2 PC MB301 PRE-REQUISITE Undergraduate degree in any stream CO-REQUISITE 21BAT617(MCD) ANTI-REQUISITE

a. Course Description This course begins with business case comprehension and the steps involved in understanding a business case / problem and making sense of the situation. The factors that influence decision making are also covered. The course also focuses on business data analysis and sufficiency. Practice questions are a part of all units. Corporate GK and awareness also forms a part of the course. This is in line with the philosophy to develop managerial aptitude and employability of students.

b. Course Objectives 1. To enable students to understand the elements of managerial aptitude. 2. To enhance managerial aptitude and strategic decision making ability. 3. To develop and enhance employability and support domain skills.

c. Course Outcomes CO1 To identify and understand the various aspects of a business situation

CO2 To employ critical thinking, reasoning and decision making skills to different business scenarios

CO3 To analyze the impact of diverse business environment settings on business success

CO4 To evaluate alternative business ideas using business analytics

CO5 To develop innovative and holistic solutions for the business problems

d. Syllabus Unit-1 Business Case Comprehension Contact Hours: 8 Intro to Case Method Understanding the story of a business problem, Setting up the situation, Case Solving Process Making sense of background historical information, understanding immediate causes of the central problem Business Situation Business situation analysis, application of frameworks, Providing solutions. Analysis & Practice Practice Cases Case Study Unit-2 Business Decision Making Contact Hours:8 Situation Analysis Situational analysis (macro and micro economics), data sufficiency, (Macro & Micro Env.) Deciphering Marketing Conditions Reasoning & Deductive and inductive reasoning, Observation and Inferences. Observations Skills

Decision Tree Visualizing the big picture, analytical decision tree, Generating creative ideas Analysis Unit-3 Corporate Awareness and Scenario Contact Hours: 8 Comprehension Economic & Current Economic &Corporate awareness, contemporary issues in Management, Affairs State of the economy, Reading & Reading business news, making sense of the news, Companies in the news Understanding Newspapers Industry Information Understanding key sectors, Sector – wise top companies- headquarters, CEOs, Products and services, Geographies,

e. Textbooks / Reference Books T1: David H. Johnassen , Learning to Solve Problems_ A Handbook for Designing Problem-Solving Learning Environments, Routledge, 2011 T2: Dilip S. Mutum, Sanjit Kumar Roy, Eva Kipnis , Marketing Cases from Emerging Markets, Springer , 2014

Reference books R1:Dinesh Khattar, 2019. Quantitative Aptitude for Competitive Examinations, 2019 Ed., Pearson India, ISBN:9789353439552. R2 Arun Sharma, MeenakshiUpadhyay2018.How to Prepare for Verbal Ability and Reading Comprehension. McGraw Hill Education (2018) ISBN:9789353160197 R3 Edgar Thorpe2018. Course in Mental Ability and Quantitative Aptitude. McGraw Hill EducationISBN:9387572323.

News Papers, Magazine are Compulsory

Internal Evaluation Component S. No. Type of Weightage of Frequency of Task Final Weightage Remarks Assessment actual conduct in Internal (Graded/Non- Assessment Graded)

1 Assignment 12 marks For each unit 6 Graded 2 Exam 20 marks each 2 per semester 20 Graded

3 B. Quiz 12 marks for each For each unit 4 Graded test 4 Homework After every two Non-Graded lectures 5 Case study 6 Discussion 4 marks each For each chapter 4 Graded Forum 7 Presentation 8 Attendance 2 9 Surprise Test 12 marks each For Each Unit 4 Graded

g. CO-PO Mapping Course PO1 PO2 PO3 PO4 PO5 PO6 Outcome CO1 3 3 2

CO2 3 2 2

CO3 2 3 3

CO4 3 3

CO5 3 1 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

Semester – III Course Code Course L T P S Cr 21BAT711 Strategy, Business and Globalization 4 0 0 0 4 21BAT712 Operations and Quality Management 4 0 0 0 4 21BAY713 Employability Enhancement Course (MNG) 1 0 0 0 1 SPECIALISATION (MARKETING, HR& FINANCE) Specialisation Group A/B/C/D/E: Elective I 4 0 0 0 4 Specialisation Group A/B/C/D/E: Elective II 4 0 0 0 4

Specialisation Group A/B/C/D/E: Elective III 4 0 0 0 4

Specialisation Group A/B/C/D/E: Elective IV 4 0 0 0 4 21BAI705 Summer Training Report 0 0 0 8 4 TOTAL CREDITS IN SEMESTER 29

Contact Hours 25

SN 21BAT711 Strategy, Business and Globalization L T P S C CH Course Type 19 4 0 0 0 4 4 PC 21BAT712 PRE-REQUISITE Understanding of Principles of Management CO-REQUISITE Understanding of Marketing, Finance and HRM ANTI- None REQUISITE

Pre-requisite: Clear understanding of Principles of management Co-requisite: The co-requisites are understanding of Marketing, Finance and HRM Anti-requisite: None

a. Course Description-Strategic management involves setting objectives, analyzing the competitive environment, analyzing the internal organization, evaluating strategies, and ensuring that management rolls out the strategies across the organization.

b. Course Objectives- 1 The objective is to give students an understanding of the approaches and tools for planning and controlling strategy at the organization and sub-unit levels. 2 To provide an experience in case analysis and practical application of planning and control skills 3 To develop required skills for strategy formulation.

c. Course Outcomes CO1 To understand different business strategy frameworks and their applications in business operations. CO2 To design and apply the different strategies at different corporate-level strategic decisions.

CO3 To analyze the strategic challenges faced by enterprises at various organizational levels.

CO4 To evaluate different business strategic decisions in the national, international, and global context.

CO5 To develop multiple strategies for the challenges and opportunities in terms of doing business in a competitive environment.

CON

d. Syllabus Unit-1 Introduction of Strategic management Contact Hours: 15 Chapter 1- Meaning, nature, scope, significance and risks. and difference between strategy Introduction and and tactics, Mintzerbg’s 5Ps of strategy, Process of strategic management and Nature and Scope levels at which strategy operates. of Strategic Management Chapter 2-Defining Vision, Mission, Goals and objectives, Stakeholders in business and their roles. Strategic Intent

Chapter 3-Internal Organizational capabilities in various functional areas, strategic advantage Analysis profile, value chain analysis, industry standards and benchmarking, balanced scorecard, key factor rating and Resource based view of the firm, Core competences. Unit-2 Environmental Implications on Strategic Management Contact Hours:15 Chapter 1-External Concept of environment, components of environment, ETOP, QUEST, SWOT Environmental (TOWS), PEST, BCG matrix, , GE 9 cell model, Porter’s five forces model of competition, Synergy and dysynergy. Chapter 2- Grand Corporate level Strategies: Concentration, Integration, Diversification, Strategies Internationalization, Cooperation, Digitalization, Stability, Retrenchment & Restructuring, Functional level, Business level, Corporate level & Global Level, expansion (diversification strategies, vertical integration, mergers, acquisition and takeover strategies, strategic alliances and collaborative partnerships), outsourcing strategies. Corporate Governance and Role of Board of Directors.

Chapter 3-Tailoring Life Cycle analysis, emerging, growing, mature and declining industries Strategy to Fit Specific Industry Unit-3 Strategic Implementation ,evaluation and Control Contact Hours:15 Chapter 1-Strategy Project implementation, Procedural implementation, Resource allocation, Implementation Organization structure, Matching structure and strategy.

Chapter2- Strategic Leadership and corporate culture, Values, Ethics and CSR, Mc Kinsey’s Behavioral Issues in 7s framework. Implementation Chapter 3- Financial, marketing, operations, personnel, Information management. Functional Plans and Policies Chapter 4-Strategic Nature, Importance, Barriers and Techniques of Evaluation and Control. Evaluation and Control

e. Text Books: – 1. Lawrence R.Jauch., Glueck William F. - Business Policy and Strategic Management, Frank Brothers, McGraw Hill, Fifth edition. 2. John A Pearce II, Richard B Robinson, Amita Mittal- Strategic Management formulation, Implementation and Control, Tata McGraw Hill, Twelfth edition. 3. K.Aswathappa, Business Environment and Strategic Management, Himalaya Publishers, Second edition, New Delhi Reference Books: – 1. Strategic Management, R. Srinivasana, Prentice Hall India Pvt Ltd, Fifth edition (2014) 2.Strategic Management – Theory and Application, Haberberg & Rieple, Oxford, (July 2008)

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions) 5 Discussion NA One per Chapter 4 marks Graded Forum 6 Presentation NA NA NA Non graded 7 Attendance and NA NA 2 marks Graded Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above

g. CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 1 1 CO2 3 3 CO3 3 2 CO4 2 3 Co5 3 3 CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT712 Operations and Quality Management L T P S C CH Course Type 20 4 0 0 0 4 4 PC Course Code(s) PRE-REQUISITE Quantitative Techniques CO-REQUISITE Understanding of basic statistics concepts ANTI- None REQUISITE

a. Course Description: This course begins with introduction to operations management and the various techniques used in the area of operations management. Next it emphasizes on the quality management and improvement. Finally it focuses on the various control charts that can be used to check if the process is under control. b. Course Objectives: 1. Have a comprehensive understanding of the key issues and techniques of Operations Management. 2. Acquire knowledge about various initiative to improve quality and to better understand the area of Quality Management.

c. Course Outcomes CO1 To understand the different types of tools of operation management, its strategies and dimensions of quality.

CO2 To apply the different process control techniques for assuring quality of a product.

CO3 To enable students analyzing the different types of productivities in manufacturing and service operation management.

CO4 To evaluate the Juran Trilogy on real life problems related to continuous improvement.

CO5 To create control charts for both variables and attributes for assuring the quality of a product.

d. Syllabus Unit-1 Introduction to Operations Management Contact Hours:15 Introduction to Introduction, Operations Management and Strategy, Tools for implementation Operations of Operations, Industry Best Practices. Management Introduction to Various types of Manufacturing Systems. Location Strategies: Introduction, Manufacturing Location Planning Process. Facility or Layout Planning and Analysis: Introduction, Objectives of Layout, Classification of Facilities, Basis for Types of Layout. Productivity Importance of Productivity, Capital Productivity, Labour Productivity, Personnel Productivity. Unit-2 Introduction to Quality Contact Hours:15 Introduction to Definition of Quality, Dimensions of Quality, Quality Assurance; Quality Cost of Quality Cost of Quality: Cost of Quality, Categories of cost of Quality, Models of Cost of Quality, Optimizing Costs. Continuous Meaning and Importance of Continuous Improvement Process, Elements of Improvement Continuous Improvement, Juran Trilogy, PDSA Cycle and Other Process Improvement Strategies, Business Process Re engineering. Unit-3 Statistical Process Control Contact Hours: 15 Statistical Process Statistical Process Control (SPC) and Other Quality Improvement Techniques Control Control Charts Process Control Charts, Control Charts for Variables and Attributes, Pareto Diagrams, Scatter Diagrams, Run Charts, Cause and Effect Diagrams, Six Sigma Concept of Six Sigma

e. Textbooks / Reference Books B. Mahadevan, 2007. Operations Management Theory and Practice, Pearson Education, Second Impression 2007. ISBN: 8177585649

Dale H. Besterfiled, et at., 2006. Total Quality Management, Pearson Education Asia, Third Edition, Indian Reprint 2006. ISBN: 978-81-317-3227-4

f. References R1 William J. Stevenson, 2018. Operations Management Mc Graw Hill Publications, 13th Edition ISBN: 9781259667473

R2 James R. Evans and William M. Lindsay, 2012. “The Management and Control of Quality”, Cengage Learning, 8th Edition, First Indian Edition, 2012. ISBN: 978032482706

R3 Janakiraman. B and Gopal. R. K., 2006. “Total Quality Management-Text and Cases”, Prentice Hall (India) Pvt. Ltd., 2006. ISBN: 8120329953

g. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage Frequency of Final Weightage Remarks No. Assessment of actual Task in Internal (Graded/Non- conduct Assessment Graded) 1 12 marks One Per Unit 6 marks Assignment in of each form of Case assignment Study/Project Graded designed based on Data with Analytics. rubrics 2 20 marks 2 per semester 20 marks Exam for one Graded MST 3 12 marks One per Unit 4 marks Quiz/Test for each Graded test 4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions) 5 Case study Non graded 6 Discussion Forum NA One per Chapter 4 marks Graded 7 Presentation NA NA NA Non graded 8 Attendance and Engagement Score NA NA 2 marks Graded on BB 9 Analysis of Business 4 marks of 1 per Unit 4 marks As applicable School each to course types analysis depicted above

h. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 3 2 CO2 2.5 2 CO3 3 2.5 CO4 CO5

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAY713 Educational Marketing L T P S C CH Course Type i. 1 0 0 0 1 1 MNG MB301

PRE-REQUISITE Marketing Management CO-REQUISITE ANTI-REQUISITE

a. Course Description This course begins with introduction to marketing and to teach the core curriculum in the context of real life experiences, and to provide the opportunity for students to grow both professionally and per sonally. Students are placed in employment that directly contributes to the development of the competencies necessary for successful employment in the field of education marketing.

b. Course Objectives This course enables students to

1. Learn and apply service marketing theories to take informed decision to develop education marketing strategy.

2. To make students understand, the digital education marketing.

c. Course Outcomes CO1 To appraise the dynamics of education market.

CO2 To analyze the trends and patterns of education service consumer behavior in order to create enough value for them.

CO3 To analyze how facets of education marketing mix interact and in turn lead to creation of customer value. CO4 To evaluate new education product/service ideas consistent with evolving needs tastes and preferences.

CO5 To develop strategies encompassing marketing mix to create learning solutions to fit in the needs of the customers.

d. Syllabus Unit-1 Introduction to Education service Contact Hours: 4 marketing Introduction to Education Definition of education service marketing, extended marketing mix, Marketing Importance of education marketing Marketing for Education Effective advertisement and communication for education marketing Services Marketing in Need of the three additional Ps for educational marketing Education Unit-2 Digital Education Marketing Strategy Contact Hours:4 SEO for Education Search engine optimization through content cluster Marketing Social Media Strategy for Develop multichannel multi feature social media strategy Education Marketing Launching Education Optimize website for conversion , E-mail campaign Marketing Campaign Unit-3 Inbound education marketing Contact Hours: 4 Inbound Marketing Inbound strategy, Inbound marketing campaign, Generating students Strategy in Education lead Marketing CRM Practices in CRM and marketing automation, Effective list segmentation in CRM Education Marketing

e. Textbooks / Reference Books TEXT BOOKS

4. Services Marketing by Zeithaml, Bitner, Gremler&Pandit, TMGH, 4th Edition , 13th Ed., Pearson Education, India, ISBN: 9780135053010

5. Services Marketing by Christopher Lovelock, 11th Ed., Tata McGraw Hill, India, ISBN: 9780073381107

Journals

1. R1 The service encounter: diagnosing favorable & unfavorable incidents by Bitner M. J., Booms B. H. &Tetreaualt M. S., Journal of marketing, Jan 1990, Vol. 54, pp. 71-84.

2 R2 Marketing intangible products & product intangibles by Levitt T., Harvard Business Review, 1981, Vol. 59, pp. 95-102

Internal Evaluation Component S. No. Type of Weightage of Frequency of Task Final Weightage Remarks Assessment actual conduct in Internal (Graded/Non- Assessment Graded)

1 Assignment MNG COURSE 2 Exam MNG COURSE

3 B. Quiz MNG COURSE

4 Homework MNG COURSE

5 Case study MNG COURSE

6 Discussion MNG COURSE Forum 7 Presentation MNG COURSE

8 Attendance MNG COURSE

9 Surprise Test MNG COURSE

i. CO-PO Mapping Course PO1 PO2 PO3 PO4 PO5 PO6 Outcome CO1 2 3

CO2 3 3

CO3 3

CO4 3 3

CO5 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAY713 Financial Products Marketing and L T P S C CH Course Type Relationship Banking ii 3 0 2 0 4 - MNG MB301 PRE-REQUISITE Marketing of Financial Products CO-REQUISITE Understanding of customer relationship management in banking ANTI- REQUISITE a. Course Description: This course begins with introduction to marketing of financial products and factors affecting financial services buyer behaviour. Next it emphasizes on the market segmentation and product management of financial products. Finally it focuses on the personal selling skills in maintaining customer relationship in banking. b. Course Objectives This course enables students to 1. Learn and apply the concepts of marketing financial products to take customers aware about various relevant financial products and services to create value for them. 2. Use customer insight to make and sustain profitable relationshipsin view of fast-paced changes taking place in the financial services sectors. c. Course Outcomes CO1 To understand the concepts and need of marketing of financial products & services CO2 Demonstrate the financial marketing concepts in real life situations CO3 Perform the consumer behavior analysis of various types of customers CO4 Devise, implement and evaluate the effectiveness of the financial branding strategies CO5 To develop and operate an online relationship/sales management CRM system

c. Syllabus Unit-1 Marketing financial products Contact Hours: 15 Marketing financial An introduction - Financial Products in the Services - Need for Practicing products Marketing of Financial Products-Distinguishing Financial Products Marketing with marketing goods.

Customer focus in Consumer Behavior - Factors Affecting Financial Services Buyer Behavior marketing financial and Behavioural Profile of Customers.Situational Approach of Consumer products Behavior, Marketing at the Corporate Marketing at the Corporate Level and Unit/ SBU Level and Role of Level Marketing Research.

Unit-2 Market Segmentation& Product Management Contact Hours: 15 Market Segmentation Purpose and need for Segmentation. Segmentation Approaches - Target Market Selection - Undifferentiated Marketing - Differentiated Marketing - Concentrated Marketing - Positioning in Financial Markets. Segmentation strategies.– Product management The Product Concept- Factors Influencing Product Strategies - Product Mix Strategies - Branding in Financial Products. Strategic Decisions Strategic Decisions-Strategies involving the elements of Product- Promotion-Pricing-Place-Physical Evidence and Attractions-People Unit-3 Customer Relationship Management Contact Hours:15 Relationship Banking Management of Banker-Customer Relationship in Banking. Importance, need and benefits of CRM in marketing Financial Products.

CRM and Relationship Selling in a competitive environment - Steps in the relationship Marketing management process – Segment, Profile, Expose, Strategize, Execute, Monitor and review - Personal Selling Personal Selling skills.Role of technology in CRM implementation and Future Outlook for CRM Usage in India.

d. Textbooks / Reference Books TEXT BOOKS 1. Solanki, R. B. and Malik, Rajeshwari, 2119. Marketing of Financial Products and Services, 3rd Ed., JSR Publishing House, India, ISBN: 9387684628 2. Avadhani, V. K., 2118. Marketing of Financial Services, 3rd Ed., Pearson Education, India, ISBN: 978935142261-7

REFERENCE BOOKS R1Buttle ,Francis and Maklan, Stan 2115. Customer Relationship Management: Concepts and Technologies, 4th Ed., Routledge, ISBN:9781138498259 R2 Hawkins, D., Mothersbaugh, D. 2110. Consumer Behavior- Building Marketing Strategy, 11th Ed., Tata McGraw Hill, India, ISBN:9780073381107

Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks Total Marks

Internal Evaluation Component S. No. Type of Weightage of Frequency of Task Final Weightage Remarks Assessment actual conduct in Internal (Graded/Non- Assessment Graded)

1 Assignment MNG COURSE 2 Exam MNG COURSE

3 B. Quiz MNG COURSE

4 Homework MNG COURSE

5 Case study MNG COURSE

6 Discussion MNG COURSE Forum 7 Presentation MNG COURSE

8 Attendance MNG COURSE

9 Surprise Test MNG COURSE

e. CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 2 2

CO2 3 3 2 2 CO3 3 2

CO4 3 3 2 CO5 3 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAY713 Agile Workforce Planning L T P S C CH Course Type iii 1 0 0 0 1 1 MNG MB301 PRE-REQUISITE Understanding of Human Resource Management Functions CO-REQUISITE Understanding of human psychology ANTI- REQUISITE

a. Course Description

This course begins with introduction to manpower planning and factors affecting the function. Next it emphasizes on the tools, methods and techniques for human resource planning. Finally, it focuses on the formulation of the plans with the use of Statistical and Mathematical Models.

b. Course Objectives This course enables students to

1. Learn foundational knowledge of workforce planning and to develop the skills required to build an agile workforce planning process that enables to meet the dynamic talent needs of the organization. 2. Use manpower planning insight to create a strategic workforce plan. c. Course Outcomes CO1 To comprehend the significance of work planning in a business organization. CO2 To be able to apply work planning tools and techniques to forecast manpower needs. CO3 To analyze the qualitative and quantitative aspects of work force planning in an enterprise CO4 To draw and evaluate the appropriate manpower calculation methods for optimal HR utilization CO5 To be able to develop talent acquisition and management policy in sync with the business strategy of an organization. CON

d. Syllabus Unit-1 Manpower Planning and its linkage with HR functions Contact Hours:4 hours Manpower Manpower Planning, its Objectives (Micro and Macro Levels), Benefits, Planning: Benefits Limitations and Problems & Problems Linkage of HR Linkage of HR Planning with Other HR Functions Planning with other HR functions Influencing Factors Influencing Factors in Manpower Planning in Manpower planning Unit-2 Tools & Techniques of Manpower Planning Contact Hours:4 hours Manpower Manpower Planning: it’s Tools, Methods and Techniques Planning: its Tools, Methods and techniques Job Analysis Job Analysis, Job Description, Job Specification, Skills Analysis/Skill Inventory Manpower Manpower Inventory: Quantitative Aspects, Qualitative Aspects and Inventory Computerised Manpower Planning Information System

Unit-3 Formulation of Manpower Plans Contact Hours: 4 hours Mathematical Use and Applicability of Statistical and Mathematical Models in Manpower Models Manpower Manpower Planning Techniques and Formulation of Manpower Plans Techniques Trends in Recent Trends in HR Planning Manpower Planning e. Textbooks / Reference Books

TEXT BOOK

D K Bhattacharyya. 2110. HumanResource Planning, 13th Ed., Excel Books India,ISBN: 81-7446-498-0

REFERENCE BOOK R1 Thomas Henry Patten. 2116. Manpower planning and the development of Human Resources, 12th Ed., Wiley Interscience,ISBN: 9780471669449

Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks Total Marks

Internal Evaluation Component

S. No. Type of Weightage of Frequency of Task Final Weightage Remarks Assessment actual conduct in Internal (Graded/Non- Assessment Graded)

1 Assignment MNG COURSE 2 Exam MNG COURSE

3 B. Quiz MNG COURSE

4 Homework MNG COURSE

5 Case study MNG COURSE

6 Discussion MNG COURSE Forum 7 Presentation MNG COURSE

8 Attendance MNG COURSE

9 Surprise Test MNG COURSE

CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 3 2

CO2 2 2

CO3 2

CO4 3 2

COn 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAY713 Marketing of IT Services L T P S C CH Course Type iv 1 0 0 0 1 1 MNG MB301 PRE-REQUISITE Basic understanding of Marketing CO-REQUISITE Understanding of human psychology ANTI- REQUISITE

Pre-requisite: The course(s), which is/are to be mandatorily passed out before opting for a course (Only Course Code is to be written in the respective column of the concerned row). Co-requisite: The course(s), which is/ are to be offered together in same semester (Only Course Code is to be written in the respective column of the concerned row). Anti-requisite: The course(s), which is/ are not to be offered together. a. Course DescriptionCourse Objectives: 1. Understanding how IT services are marketed 2. Enhance their employability for IT companies. b. Course Outcomes CO1 To appraise the dynamics of IT market. CO2 To analyze the trends and patterns of IT and ITES to create solutions for clients. CO3 To analyze how facets of IT marketing mix interact and in turn lead to creation of customer value. CO4 To evaluate new IT product/service ideas consistent with evolving needs tastes and preferences of clients. CO5 To develop strategies encompassing marketing mix to create learning solutions to fit in the needs of the customers. CON c. Syllabus Unit-1 Introduction to IT Services Contact Hours: Services as a sector Indian service sector of Economy Information Indian IT sector Technology Sector Classification Classification of IT services

Unit-2 Information Technology Marketing Contact Hours: Basics of IT Difference between marketing of IT companies and other companies Marketing Product Information Technology Product Development Development Distribution of IT Distribution of Information Technology solution. Promoting information services technology services. Unit-3 IT Marketing in competitive global market Contact Hours: IT in the global Staying in competitive global market. Nature of competition in information market technology industry. Global expansion in Expanding in global markets IT services Marketing How to create marketing strategies for an IT company; Marketing strategies for strategies for IT IT companies. companies

d. Textbooks / Reference Books

TEXT BOOKS 1. Zeithaml V. A., Bitner M. J. and Pandit, A., Services Marketing, 5th Edition, Tata McGraw Hill Publishing Co. Ltd. New Delhi. 2. Lovelock C. H., Wirtz, J. and Chatterjee, J., Service Marketing: People, Technology, Strategy, 6thEdition, Pearson Education, New Delhi.

Reference Books: 1. Hoffman, K. D. & Bateson, J. E.G., Marketing of Services, Cengage Learning, 2. Kurtz D. L. and Clow K. E., Services Marketing. Biztantra, New Delhi. 3. Nargundkar, Rajendra, Services Marketing Text and Cases, 3rd Edition, Tata McGraw Hill Publishing Co. Ltd. New Delhi. e. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks Total Marks

Internal Evaluation Component S. No. Type of Weightage of Frequency of Task Final Weightage Remarks Assessment actual conduct in Internal (Graded/Non- Assessment Graded)

1 Assignment MNG COURSE 2 Exam MNG COURSE

3 B. Quiz MNG COURSE

4 Homework MNG COURSE

5 Case study MNG COURSE

6 Discussion MNG COURSE Forum 7 Presentation MNG COURSE

8 Attendance MNG COURSE

9 Surprise Test MNG COURSE

f. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 3 3 CO2 2 3 CO3 2 CO4 3 3 CO5 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

Semester - IV Course L T P S Cr 21BAT751 Logistics & Supply Chain Management 4 0 0 0 4 21BAT752 Project Management 4 0 0 0 4

SPECIALISATION (MARKETING, HR & FINANCE)

Specialisation Group A/B/C/D/E: Elective I 4 0 0 0 4

Specialization Group A/B/C/D/E: Elective II 4 0 0 0 4

Specialisation Group A/B/C/D/E: Elective III 4 0 0 0 4

Specialisation Group A/B/C/D/E: Elective IV 4 0 0 0 4

Final Research Project 0 0 0 0 4 TOTAL CREDITS IN SEMESTER 28

Contact Hours 24

Final Research Project- Students are required to undergo a Research Project/Capstone Project as Practice Venture in case of Entrepreneurship specialization under the supervision of assigned Project Guide (Faculty).

SN 21BAT- Logistics & Supply Chain Management L T P S C CH Course Type 22 751 4 0 0 0 4 4 PC MB301 PRE- Marketing Management REQUISITE CO-REQUISITE Knowledge of basics of logistics and supply chain ANTI- REQUISITE

b. Course Objectives This course enables students to

1. At the completion of this course, the student should be able to understand the concepts related to SCM. 2. Students will be able to design and study performance of supply networks and processes in different business contexts

3. To understand the global supply chains & risks thereof.

c. Course Outcomes CO1 The students will be able to describe the various concepts related to Supply Chain management in local and global perspective. CO2 To identify the best supply chain practices in use in the world and exemplify them in a particular business situation. CO3 To enable students outline the challenges and risks faced by logistic service providers and suggesting remedial solutions. CO4 To compare and contrast the supply chain practices of various players and make recommendations. CO5 To leverage the use of Information Technology in developing a supply chain to solve a business problem.

d. Syllabus Unit-1 Basics of Supply Chain Management Contact Hours: 15 Introduction to Development chain, Global optimization, Evolution of SCM, Complexity of SCM, Supply Chain Need and Importance of SCM, Key issues in SCM. Management Inventory Introduction and forms of inventory, Single stage inventory control, Economic lot Management & size model, Effect of demand uncertainty, Single period models, Multiple order Risk Pooling opportunities, Risk pooling, Centralized versus decentralized systems, Managing inventory in the supply chain

Network Planning Network design, Inventory positioning and logistics coordination, Resource allocation, Supply Contracts: Strategic components, Contracts for make-to-stock supply chain, Contracts for make-to-order supply chain, Contracts with asymmetric information.

Unit-2 Supply Chain Integration and Procurement Contact Hours:15 Supply Chain Functional Products, Innovative products, Efficient supply chains, Responsive Integration supply chains, Agile supply chains, Push, pull, and push-pull systems, Demand- driven strategies, Impact of lead time, Impact of the Internet on supply chain strategies. Distribution Strategies: Direct shipment distribution, Intermediate inventory storage point strategies, Transshipment.

Strategic Alliances Framework for strategic alliances, Third-party logistics, Retailer-Supplier Partnerships, Distributor integration

Procurement and Outsourcing benefits and risks, A Framework for Buy/Make Decisions, Outsourcing Procurement strategies, E-Procurement Strategies Unit-3 Global Supply Chain Contact Hours:15 Global Logistics Types of global forces, Risk management, Issues in international supply chains and Risk Management Coordinated Design for logistics, Supplier integration into new product development, Mass Product and Supply customization. Chain Design Information Business Processes, Supply Chain IT Innovations, Technology standards, RFID, Technology SOA

e. Textbooks / Reference Books TEXT BOOKS 1. Simchi-Levi, David, Kamisnsky, Philip, and Simchi-Levi, Edith, Designing and Managing the Supply Chain: Concepts, Strategies and Case Studies, 3nd Edition, Irwin/McGraw Hill, 2108.

2. Supply Chain Management: Strategy, Planning, and Operation (7th Edition), published by Prentice-Hall, Inc REFERENCE BOOKS

1. Supply chain design and management: Strategic and tactical perspectives. By Manish Govil and Jean-Marie Proth. 1st edition published by Academic Press, 2102. 2. Purchasing and supply chain management. By Robert Monczka, Robert Trent and Robert Handfield. 2nd edition published by South-Western, 2102.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component SlNo. Type of Weightage of Frequency Final Weightage in Remarks Assessment actual conduct of Task Internal (Graded/Non- Assessment Graded) 1 Assignment 12 marks of each One per unit 6 marks Graded assignment designed with rubrics 2 Exam 20 marks for one 2 Per 20 marks Graded MST semester 3 Quiz/Test 12 Marks for each One per unit 4 marks Graded test 4 Homework NA One per Non Graded: Non-Graded lecture topic Engagement Task ( of 2 questions) 5 Discussion NA One per 4 marks Graded Forum chapter 6 Presentation NA NA NA Non-Graded 7 Attendance NA NA 2 marks Graded and engagement score on BB 8 Analysis of 4 marks of each 1 per unit 4 marks As applicable Business analysis to course School types depicted above g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 2 3 CO2 3 2 3 CO3 3 3 2 CO4 2 3 Con 2 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAT752 Project Management L T P S C CH Course Type 23 4 0 0 0 4 4 PC MB301 PRE-REQUISITE Basic knowledge of Management functions CO-REQUISITE ANTI- REQUISITE a. Course Description: The course begins with the theoretical study of the principles of Project Management in use in current business environment and its utility in achieving the desired solutions to the problems faced by Project Managers. The course aimed at providing the knowledge about latest concepts of Project Management. Also the students will be able to understand and gain insights about the practices & challenges faced by the project managers in businesses and its implications on profitability of Project Management firms. b. Course Objectives 1. To develop a systems approach among students in carrying out various projects in business organization by emphasizing on optimum utilization of resources. 2. To develop among students the project management capabilities.Course Outcomes CO1 Comprehend Basics of project management, design, development, and feasibility study of project. CO2 Prepare project plans, schedules, allocations of resources, cost and financing of project. CO3 Analyze the risks involved in Project Management. CO4 To perform Project monitoring, controlling and performance measures. CO5 Leverage the use of technological features in Project management and control. c. Syllabus Unit-1 Basics of Project Management Contact Hours: 15 Concept and Types Definition, functions, classification of projects, Project life cycle, project appraisal

Systems approach Systems approach in project management, the phases of systems development in project cycle. management Project Developing a project plan, project feasibility, market & technical analysis, Development financial analysis

Unit-2 Project Planning & Scheduling Contact Hours: 15 Project Planning Planning fundamentals, project master plan, work breakdown structure & other

Tools and Work breakdown structure & other tools of project planning, work packages Techniques Structure and Project organization structure & responsibilities, responsibility matrix. responsibilities Project Sheduling Project Schedling, Use of Gantt Charts & network diagrams, activity of node diagrams, activity on arrow diagrams, the critical path, crashing of networks.

Unit-3 Project Risks& Control Contact Hours:15 Risk Management Risk concept & identification, risk assessment, risk management methods,

Project Control Internal & external project control, cost accounting systems for project control, control process, issues in project control. Project Computer based tools, features of Project Management Information System, Management applications of project management software (MS Projects). Information System

d. Textbooks / Reference Books TEXT BOOKS T1 Chandra, Prasanna, Projects: Planning, Analysis, Selection, Implementation & Review, 10thEdition,Tata McGraw Hill. T2 Nicholas, John M., Project Management for Business & Technology (Principles & Practice), Pearson Education. REFERENCE BOOKS R1 Clifford Gray & Erik Larson, Project Management, Tata McGraw-Hill. R2 Shtub, Bard &Globerson, Project Management: Engineering, Technology and Implementation, PHI e. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

f. CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 3 3 CO2 2 3 2 CO3 2 3 3 CO4 2 2 3 CO5 3 3 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

Elective Courses

FINANCE (A) SPECIALIZATIONS (Semester-3) 21BAA721 Banking and Financial Services Management 4 0 0 0 4 21BAA722 Project Finance and Financial Modeling 4 0 0 0 4 SPECIALIZATIONS (Semester-4) 21BAA761 Behavioral Finance and Analytics 4 0 0 0 4 21BAA762 Investment Management 4 0 0 0 4 MARKETING (B) SPECIALIZATIONS (Semester-3) 21BAB721 Integrated Marketing Communication 4 0 0 0 4 21BAB722 Marketing of Services 4 0 0 0 4 SPECIALIZATIONS (Semester-4) 21BAB761 Marketing Analytics 4 0 0 0 4 21BAB762 Customer Relationship Management 4 0 0 0 4 HUMAN RESOURCE MANAGEMENT (C) SPECIALIZATIONS (Semester-3) 21BAC721 Human Resource Analytics 4 0 0 0 4 21BAC722 Learning and Development 4 0 0 0 4 SPECIALIZATIONS (Semester-4) 21BAC761 Employee Relations 4 0 0 0 4 21BAC762 Cross Cultural Management 4 0 0 0 4 INTERNATIONAL BUSINESS (D) SPECIALIZATIONS (Semester-3) 21BAD721 Export Import Documentation 4 0 0 0 4 21BAD722 International Marketing Management 4 0 0 0 4 SPECIALIZATIONS (Semester-4) 21BAD761 International Trade 4 0 0 0 4 21BAD762 International Banking & FOREX 4 0 0 0 4 ENTREPRENEURSHIP (E) SPECIALIZATIONS (Semester-3) 21BAE721 Entrepreneurial Strategies-I 4 0 0 0 4 21BAE722 Social Entrepreneurship 4 0 0 0 4 SPECIALIZATIONS (Semester-4) 21BAE761 Entrepreneurial Strategies-II 4 0 0 0 4 21BAE762 Entrepreneurial Marketing 4 0 0 0 4

SN 21BAA721 Banking and Financial Services L T P S C CH Course Type Management 24 4 0 0 0 4 4 PE

MB301

PRE-REQUISITE Basics of finance and marketing CO-REQUISITE ANTI- REQUISITE g. Course Description: This course begins with basics of banking and other financial services followed by their role in economic development. Course further explain how the services are developed and marketed. h. Course Objectives 1. To acquaint students with the theoretical aspects of Financial Services. 2. To enable students to manage services like banking, insurance, mutual funds and capital markets in terms of developing and marketing. i. Course Outcomes CO1 To demonstrate a comprehensive knowledge of the disciplines of banking and financial services

CO2 Employing the knowledge of financial services to choose between lease, buy or hire-purchase

CO3 To analyse the performance of the various financial instruments

CO4 Evaluating the different investment vehicles on the basis of credit ratings

CO5 To structure and appraise the debt securitisation deals for the business

j. Syllabus Unit-1 Banking Contact Hours: 15 Banking- Concept Introduction, Meaning, Objective, Type and Functions. and Objectives Merchant Banking Meaning and Definition, Objectives, Difference between Merchant Bank and Commercial Bank, Scope, Underwriter, Portfolio management, Role of Merchant Bankers in Managing Public Issue, Merchant Banking Setting up and management, Categories, Weakness & Problem in India Unit-2 Financial System Contact Hours: 15 Financial Markets Concept, Financial Assets, Primary Market, Secondary Market, Money Market, Capital market, Financial Instrument, Financial Services Concept, Functions, Characteristics, Types, Scope: Fund based Services, Non-fund based Services, Asset/Fund Based Services, Non-Fund Based/Fee Based Financial Services. Insurance Objective, Nature, Functions, Limitation and Classification. Mutual Fund Mutual Fund: Objective, Introduction, Concept & Origin, Types.

Unit-3 Financial Instruments and Services Contact Hours:15 Leasing & Hire Objective, Introduction, Concept, Classification, Advantage & Disadvantage, Purchase Legal Aspects, Structure of Lease Industry, Problem & Prospects, Hire Purchase.

Debt Securitization Debt Securitization: Objective, Introduction, Concept, Securitization Vs Factoring, and Factoring Type of securities, Benefits, Securable Assets, Modus Operandi (Operational Mechanics). Credit Rating Objective, Introduction, Concept, Function, Benefits, Rating Process, Type, Credit Rating Agencies in India.

k. Textbooks / Reference Books TEXT BOOKS T1 Suresh, P. and Paul, J. 2117. Management of Banking and Financial Services, 2nd Ed., Pearson Education, India, ISBN: 9788131752661. REFERENCE BOOKS R1 Bhole, L.M. 2109. Financial Services. 7th Ed. Tata McGraw Hill, India, ISBN: 9780070080485. R2 Khan, M. Y. 2113. Organizational Behaviour – Text Cases and Games. 13th Ed. Himalya Publishing House, India, ISBN: 9781259026867.

Assessment Pattern - Internal and External The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency of Final Weightage Remarks No. Assessment actual conduct Task in Internal (Graded/Non- Assessment Graded)

1 Assignment 12 marks of each One Per Unit 6 marks in assignment form of Case designed with Study/Project rubrics Graded based on Data Analytics. 2 20 marks for one 2 per semester 20 marks Exam Graded MST 3 12 marks for each One per Unit 4 marks Quiz/Test Graded test 4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions) 5 Case study Non graded 6 Discussion NA One per Chapter 4 marks Graded Forum 7 Presentation NA NA NA Non graded 8 Attendance and NA NA 2 marks Graded Engagement Score on BB 9 Analysis of 4 marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above l. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 2 2 CO2 3 3 CO3 2 3 3 3 CO4 3 3 CO5 3 2 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAA722 Project Finance & Financial Modeling L T P S C CH Course Type

25 4 0 0 0 4 4 PE

MB301

PRE-REQUISITE Understanding of Financial reports and analysis and project management

CO-REQUISITE

ANTI-REQUISITE

Pre-requisite: The course(s), which is/are to be mandatorily passed out before opting for a course (Only Course Code is to be written in the respective column of the concerned row). Co-requisite: The course(s), which is/ are to be offered together in same semester (Only Course Code is to be written in the respective column of the concerned row). Anti-requisite: The course(s), which is/ are not to be offered together. a. Course Description This course begins with introduction to project finance and focuses on assessment of financial feasibility of a project. The second unit is about various techniques involved in judging the financial feasibility of a project. The third unit is about financial modelling and future projection of financial statements of a project. b. Course Objectives 1. To give an exposure of project finance and assessment of a project. 2. To enable students to critically evaluate a project and analyze the risks involved 3. To develop an understanding of financial modeling. c. Course Outcomes CO1 To understand the basic project financing framework, concepts and process of project finance

CO2 To apply the necessary qualitative and quantitative tools and techniques for mitigation of the project risk

CO3 To compare different projects on the basis of nature of risks involved

CO4 To structure and appraise financing for large & medium projects

CO5 To utilize the understanding of financial modeling to develop financial models for projects

d. Syllabus Unit-1 Understanding Project Finance Contact Hours:12 Introduction of Characteristics of Project Finance, Technology selection, assessment of Project finance technical collaborator

Market Analysis Market Analysis: International competitiveness and SWOT analysis

Assessment of Assessing the project cost, Means of financing projects, Estimation of project Projects cash flows, Use of free and equity cash flow valuation for assessing projects

Unit-2 Project Analysis, Risk and Monitoring Contact Hours:12

Financial Analysis Break-even point analysis, decision tree, scenario analysis and sensitivity analysis

Risk and Risk Common risks in projects, Risk mitigation methodologies in projects, Mitigation Securitization as a tool for risk mitigation

Project Monitoring Disbursement, supervision and follow up of project by lender, Monitoring and follow-up of the project

Unit-3 Financial Modelling Contact Hours:12

Aspects of Financial Introduction to financial modelling, Understanding the links between the Modelling financial statements, Understanding circularity, Setting up and formatting the model, Selecting model drivers and assumptions

Projection of the Modelling and projecting the financial statements, Projecting the income Financial statement, Projecting the balance sheet, Projecting the cash flow statement Statements

Analyzing and Creating the debt and interest schedule, Analysing the output, Stress testing the Modelling Errors model, Fixing modelling errors

e. Textbooks / Reference Books TEXT BOOKS T1 Gupta Ambrish, 2117. Project Appraisal and Financing, PHI, ISBN-10: 8121352750. T2 VikasSrivastava, V. Rajaraman 2117. Project and Infrastructure Finance: Corporate Banking Perspective Oxford University Press, ISBN-10: 9780199465002 REFERENCE BOOKS R1 ShmuelOluwa 2119. Hands-On Financial Modeling with Microsoft Excel 2119 1st Ed. Packt Publishing Limited, ISBN-10: 1789534623. R2 Stefano Gatti 2112. Project Finance in Theory and Practice, 2nd Edition, Academic Press f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component

S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAA761 Behavioral Finance and Analytics L T P S C CH Course Type

26 4 0 0 0 4 4 PE

MB301

PRE-REQUISITE Basic concepts of Finance, Decision Science I & II and Research methodology

CO-REQUISITE Knowledge of Data Analytics and Software

ANTI- N/A REQUISITE

Pre-requisite: The course(s), which is/are to be mandatorily passed out before opting for a course (Only Course Code is to be written in the respective column of the concerned row). Co-requisite: The course(s), which is/ are to be offered together in same semester (Only Course Code is to be written in the respective column of the concerned row). Anti-requisite: The course(s), which is/ are not to be offered together. h. Course Description This course describes how individuals and firms make financial decisions, and how those decisions might deviate from those predicted by traditional financial or economic theory. Students explore the existence of psychological biases in financial decision-making, and examine the impacts of these biases in financial markets and other financial settings. The course examines how the insights of behavioral finance complements the traditional finance paradigm. i. Course Objectives 1. To give an exposure to students about new dimension of Behavioural Finance in Financial Markets. 2. To enable students to apply financial analytics for the domain for Standard Finance and Behavioural Finance in actual financial markets. j. Course Outcomes

CO1 To gain an understanding of the concepts of behavioral finance

CO2 To incorporate financial analytics to understand investor behaviour to measure uncertainty in markets

CO3 To analyze the effect of different Behavioural influences on various investment decisions

CO4 Differentiating the different investors' behaviour in Indian Financial Markets using Cluster and Discriminant Analytics

CO5 To use the behavioral finance framework to devise models of price discovery in the markets.

k. Syllabus Unit-1 Understanding Financial Statement Contact Hours:15 Introduction to Introduction to Neoclassical Economics & Expected Utility Theory. Economic Processes and Finance

Efficient Market Capital Asset Pricing Model, Misconceptions about Market Efficiency, & Hypotheses Agency Theory.

History of Incorporating Investor Behaviour into the Assets Allocation Process. Behavioural Finance Micro

Concepts of Prospect Theory, Framing, and Mental Accounting. Anomalies, Noise Trading, & Behavioural Finance Limits to Arbitrage.

Unit-2 Financial Statement Analysis Contact Hours:15

Heuristics and Implication of Heuristics and Biases for Financial Decision-Making. Biases

Individual Investor Individual Investors and the Force of Emotion, Behavioral Factors Explain Stock Behaviour Market Puzzles?

Behavioural Rational Managers and Irrational Investors. Behavioral Corporate Finance and Corporate Finance Managerial Decision-Making.

Unit-3 The Annual report & Window dressing Contact Hours:15

Theoretical Models Gender, Personality Type, and Investor Behaviour. Psychographic Models used for Investor in Behavioural Finance: Investor Personality Types and Investors’ Behaviour Segmentations (Barnewell Two-way model; BB&K Five way personality model).

Segmenting Cluster and Discriminant Analytics of Investors behaviour in Indian Financial Investors Markets.

Neuro-Economics The next Frontier for Explaining Investor Behaviour. Behavioral Investing and Neuro-Finance.

e.Textbooks / Reference Books T1 Pompian, M. 2106. Behavioral Finance and Wealth Management. Ist Ed. Wiley: New Jersey. ISBN: 0-471- 74517-0.

T2 Ackert, L. and Deaves, R. (2115). Behavioral Finance. Ist Ed. Mason, OH: South-Western Cengage Learning. ISBN: 978-0-324-66117-0.

R1Belsky, G. and Gilovich, T. 1999. Why Smart People Make Big Money Mistakes—And How to Correct Them: Lessons from the New Science of Behavioral Economics. 2nd Ed. Simon & Schuster: New York. ISBN: 0-684- 84493-1.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component SlNo. Type of Weightage of Frequency of Final Weightage in Remarks Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per Non-Graded: lecture topic Engagement Task Homework (of 2 Non graded questions)

5 Discussion NA One per 4 marks Graded Forum Chapter

l. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 2

CO2 3 3 3

CO3 3 3 2 3

CO4 2 2

CO5 3 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAA762 Investment Management L T P S C CH Course Type 27 4 0 0 0 4 4 PE MB301 PRE-REQUISITE Basic Concepts of finance and financial products and services CO-REQUISITE ANTI- None REQUISITE a. Course Description The course begins with the theoretical study of investment management which is widely utilized in all the areas of finance. The students are then introduced to various investment avenues with its risk-return trade off. It is further explained in this course about investment management companies and their asset allocation decisions in practical and also analysis of shares, debentures and mutual funds for constructing optimal portfolios. b. Course Objectives a. To acquaint students with the theoretical and practical aspects of investment management. b. To give a practical exposure of analyzing the available investment options for investment through different valuation methods. c. Course Outcomes CO1 To demonstrate knowledge of investment management and investment avenues CO2 Apply portfolio risk-return concepts to investment performance CO3 To apply security analysis tools & techniques to compare the stocks of different companies CO4 To do the valuation of different asset classes. CO5 To compare the performance of different investment portfolios d. Syllabus Unit-1 Investment, Investment Avenues and Risk & Return Contact Hours: 16 Investment Concept of Investment, Investment objectives, Investment and speculation, Features of a good investment, Investment Process Investment Bonds, Preference shares, Equity shares, Public issue, private placement, Right Avenues issue, Government securities, Post office deposits, Real estates, venture capital, mutual fund, precious metals, life insurance etc. Risk & Return Meaning & concept of return, determinants of required rates of return, various techniques used in measurement of return; Concept of Risk,Types of Risk- Systematic risk, Unsystematic risk, Calculation of Risk ( SD &Variance) of individual security, Portfolio’s Risk and Return. Unit-2 Investment companies, Asset allocation decisions and Contact Hours: 16 Investment Theories Investment Concept and Functions of Investment companies, Classification of Investment companies companies. Individual investor’s life cycle, portfolio management processand importance of asset allocation Investment Efficient Market theory: Weak, Semi strong and strong forms of efficiency; Theories Introduction to portfolio management, Markowitz portfolio theory; Models Introduction to asset pricing models: The capital asset pricing model (CAPM) and Arbitrage pricing theory (APT), Multifactor models of risk and return estimation. Unit-3 Analysis and Management of Shares, Fixed Income Contact Hours: 15 Securities and Mutual Funds Analysisand Macro analysis and micro valuation of the stock market, industry analysis, and Management of company analysis. Technical analysis in brief, equity portfolio management Shares strategies Fixed Income Bond- Features of a bond, Types of Bonds and Bond Valuation. Preference Securities Shares- Concept, Features, Yields. Equity shares- Concept, Valuation, Dividend Valuation models. Mutual Funds Mutual Funds- NAV, Performance evaluation of managed portfolios, Sharpe’s index, Treynor's index and Jenson’s index.

e. Textbooks / Reference Books T1 Bhalla V.K. 2108. Investment Management, 19th Revised Ed., S. Chand Publishing, ISBN-13: 978- 8121912488. T2 Prasanna, C. 2112. Investment Analysis and Portfolio Management, 4th Ed., Tata McGraw Hill, India. ISBN- 13: 978-0070249073.

R1 Alexander Gordon J. , Sharpe William F. , and Bailey Jeffery V. . 2100. Fundamentals of Investments, 3rd Ed., Pearson, India. ISBN-13: 978-0132926171.

R2Sharpe, William F. 2108. Investors and Markets: Portfolio Choices, Asset Prices, and Investment Advice, Princeton University Press, India. ISBN-13: 978-0691138503.

R3Maheshwari, Y. 2108. Investment Management, 5th Ed., PHI Learning Pvt. Ltd., India. ISBN 9788121334267

R4Kevin, S. 2115. Security Analysis and Portfolio Management, 2nd Ed., PHI Learning Pvt. Ltd. India. ISBN: 9788121351301. f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency Final Weightage in Remarks No. Assessment actual conduct of Task Internal (Graded/Non- Assessment Graded)

3 Quiz/Test 12 marks for each One per 4 marks Graded test Unit

4 Homework NA One per Non-Graded: Non graded lecture topic Engagement Task (of 2 questions)

5 Discussion NA One per 4 marks Graded Forum Chapter

6 Presentation NA NA NA Non graded

7 Attendance NA NA 2 marks Graded and Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 3 2 CO2 3 3 3 2 CO3 2 2 2 CO4 3 3 CO5 2 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAB721 Integrated Marketing Communication L T P S C CH Course Type 28 4 0 0 0 4 4 PE MB301 PRE-REQUISITE Understanding of Marketing Management and communication CO-REQUISITE Understanding of different promotional activities ANTI- REQUISITE

Course Objectives: 1. To give an exposure to students about the concepts of integrated marketing communication and its applications on success of marketing mix.

2. To develop skills in students to frame and examine the process by which integrated marketing communications programs are planned, developed, executed and measured. b. Course Outcomes CO1 To comprehend the purpose and significance of a unified and integrated marketing communication CO2 To apply integrated marketing communication concept to create clear, consistent and unified messages CO3 To analyze the nature and functionality of different marketing communication channels to comprehend as to how they can CO4 To evaluate distinct communication strategies for each communication channel from the perspective of compatibility CO5 To develop effective integrated marketing communication programmes CON

c. Syllabus Unit-1 Introduction to Integrated Marketing Communication Contact Hours: Introduction to Basic Concepts of Marketing Communications, an Integrated Approach of IMC, Integrated IMC Mix Components & Processes, Consumer Response models, Marketing Communication (IMC) IMC concepts and Advertising Concepts and Applications, Sales Promotions, Elements and Applications Applications of Sales Promotions, Concepts related to Personal Selling and Direct Marketing, Public Relations Management, Recent B2B Marketing Communications, Conceptions and Challenges of International developments and marketing communications. Challenges Unit-2 Developing Integrated Marketing Communication Contact Hours: Strategies Developing Strategy Planning for Marketing Communications, Objectives of IMC Campaign Communication Advertising, Creative & Creative Strategy. Strategies Advertising and Brand Positioning through Advertising, Unique Selling Propositions & Brand Positioning Image Creation through Advertising, Trade Promotion, Creating Word of Mouth, Direct Marketing & its integration with IMC. Evaluating and Budgeting for MARCOM - Steps in developing and evaluating effective Budgeting MARCOM, Conducting research to measure Communication Effectiveness. Unit-3 Applying and Managing Integrated Marketing Contact Hours: Communications Management and Applying and Managing Integrated Marketing Communications:Organisational Application approaches and barriers to integration. Value addition Celebrity Endorsements in Advertisement, Exhibitions & Event Management, through IMC Experiential Marketing & Communications, Promotion through Customer Relations, Sales promotion Agencies, PR Firms & Interactive Agencies. Ethics in IMC Ethics and social responsibility in IMC Campaigns, Impact of technology on MARCOM, Digital, Social & Interactive Media, Managing Big Data. d. Textbooks / Reference Books

TEXT BOOKS T1 Belch and Belch. 2117. Advertising and Promotion: An Integrated Marketing Communications Perspective, Ninth edition, McGraw Hill Education. ISBN: 978-1259026850. T2 Moriarty, L. 2116. Advertising & IMC: Principles & Practice, Tenth edition, Pearson Education India, ISBN: 978-9332574144. REFERENCE BOOKS R1 Jugenheimer, D.W. 2109. Advertising Management, 1st Edition, Routledge. ISBN: 978-0765622600. R2 Batra, S.K. 2102. Advertising Management, 5th Edition, Pearson Education India. ISBN: 978-8177588507. e. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component Sl Type of Weightage of Frequency Final Weightage in Remarks No. Assessment actual conduct of Task Internal (Graded/Non- Assessment Graded) 1 Assignment 12 marks for each One per unit 6 marks Graded assignment designed with rubrics 2 Exam 20 marks with one 2 per 20 marks Graded MST semester 3 Quiz/Test 12 marks for each One per unit 4 marks Graded test 4 Homework NA One per Non graded Non-Graded lecture topic engagement task (of 2 questions) 5 Case study NA Non-Graded 6 Discussion NA One per 4 marks Graded Forum Chapter 7 Presentation NA NA NA Non-Graded 8 Attendance NA 2 marks Graded and engagement score on BB 9 Analysis of 4 marks for each 1 per unit 4 marks As applicable Business analysis to course School types discussed above f. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 CO2 2 CO3 3 2 CO4 2 3 3 COn 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAB722 Marketing of Services L T P S C CH Course Type 29 4 0 0 0 4 4 PE MB301 PRE-REQUISITE Basic understanding of Marketing CO-REQUISITE ANTI- REQUISITE

a. Course Description

This course will begin with understanding of service of marketing concept and marketing mix of services of marketing.

Course Objectives: 3. This course aims at enabling students to apply marketing concepts and principles to the unique challenges and opportunities of services industry to create customer value.

b. Course Outcomes CO1 To comprehend the nature of services and distinguish between products and services.

CO2 To apply service quality theories and models to create value to satisfy and delight customers.

CO3 To analyze changing customer expectation trends and patterns to adjust service offerings.

CO4 To evaluate different service quality models to adopt in a given service setting based on relative relevance in that setting.

CO5 To develop strategies to enhance the level of service quality and service delivery.

CON

c. Syllabus Unit-1 Introduction to Marketing of Services Contact Hours: Fundamentals of Introduction: Meaning and nature of services Growing importance of services Services Marketing sector, Classification of services and marketing implications. E-Services Services marketing management process, E-Services, Categories, Electronic service delivery, electronic service quality. Application of Marketing in tourism, Hospitality, Airlines, Telecom, IT & ITES, Sports & Services Marketing entertainment, Logistics, Healthcare sectors.

Unit-2 Consumer Behaviour in Services Contact Hours: Understanding Understanding consumer behavior in services, Consumer decision making in consumer behavior services, Customer expectations and perception. in services Understanding Defining and measuring service quality and customer satisfaction, SERVQUAL, E- service quality SERVQUAL, House of quality, GAPs Model, Service Failure and Service Recovery Recovery Unit-3 Service Design and development Contact Hours: Service Marketing Services Marketing Mix: Service positioning Mix Service design Services design and development, Service blueprinting, Service process, Pricing of services, Services distribution management, Managing the integrated services communication mix, Physical evidence and service-scape. Managing Service Managing service personnel, Employee and customer role in service delivery in Personnel physical & virtual (online) marketing place.

d. Textbooks / Reference Books TEXT BOOKS T1 Jochen, W., Christopher, L. and Chatterjee, J. 2117. Services Marketing, 8thEd.,Pearson Education India, India, ISBN: 9789332587687. T2 Zeithaml, V., Bitner, M., Gremler, D., and Pandit, A. 2118. 7th Ed. McGraw Hill Education, India, ISBN: 9789353160777.

REFERENCE BOOKS R1 Verma, H. 2112. Services Marketing: Text and Cases. 2nd Ed. Pearson Education India, India, ISBN: 8131754472.

e. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

f. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 CO2 3 CO3 3 2 CO4 2 3 COn 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAB761 Marketing Analytics L T P S C CH Course Type 30 4 0 0 0 4 4 PE MB301 PRE-REQUISITE Basic understanding of marketing, Decision Science I & D, Data analysis and research methodology CO-REQUISITE 20BAT615/20BAT654 ANTI- REQUISITE

a. Course Description This course will enable students to identify marketing opportunities and problems that can leverage analytics for solutions and insights.

b. Course Objectives

1. This course will enable students to identify marketing opportunities and problems that can leverage analytics for solutions and insights.

2.It will enable students to solve specific sales and marketing challenges being faced by organizations.

c. Course Outcomes CO1 To define management and marketing research problem.

CO2 To apply appropriate research methods and methodologies for marketing problems being faced by the organization. CO3 To analyze and interpret the statistical results. CO4 To draw and evaluate inferences to choose the most effective solution to the marketing problem keeping in mind the market dynamics and resources at disposal. CO5 To develop and validate predictive models based on past and present challenges. CON

d. Syllabus Unit-1 Introduction to marketing analytics Contact Hours:12 Marketing Introduction to marketing analytics, Analyzing product launch decisions Analytics Introduction Pricing and Pricing decisions, Promotion decisions and distribution promotion Brand architecture Models using analytical tools, Brand architecture & brand equity. and brand equity Unit-2 Customer and data analysis Contact Hours:12 Customer Lifetime Introduction to customer lifetime value, Calculating customer value value Customer analytics Monte Carlo Simulation, Marketing experiments, Behavioral segmentation, A/B testing Data analysis Slicing and dicing data, Creating marketing analytics dashboards Unit 3 Tools of marketing analytics Contact Hours:12 Data forecasting Regression analysis, Market basket analytics Web analytics Web analytics, Sentiment analysis Segmentation Cluster analysis, Conjoint analysis, MDS, Discriminant Analysis

e. Textbooks / Reference Books

TEXT BOOKS

T1 Grigsby, M. 2115. Marketing Analytics:A practical guide to real marketing science, IstEd.,Kogan Page, India, ISBN: 978-0749474171.

T2 Winston, W. 2114.Marketing Analytics: Data Driven Technique using MS. Excel.Ist Ed. John Wiley & Sons, India, ISBN: 978-1118373439.

REFERENCE BOOKS

R1 Grigsby, M. 2116. Advanced Customer Analytics: Targeting, Valuing, Segmenting and Loyalty Techniques (Marketing Science). Ist Ed. Kogan Page. India. ISBN: 978-0749477158.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component

S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

g. CO-PO Mapping

PO/CO PO1 PO2 PO3 PO4 PO5 PO6 CO1 ------

CO2 3 - - - - -

CO3 - 2 - 3 - -

CO4 - 3 - 2 - -

CO5 - - - 2 - -

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAB 762 Customer Relationship Management L T P S C CH Course Type 31 4 0 0 0 4 4 PE MB301 PRE-REQUISITE Understanding of basic concepts of Marketing CO-REQUISITE ANTI-REQUISITE

a. Course Description- This course starts with basic concepts of customer relationship management and its benefits. It is followed by planning and implementation of customer relationship management strategy in business. It will also cover the technological aspects of customer relationship management. At the end, this course will assist students to design CRM program for their business with an objective to retain customer. b. Course Objectives- 1.To provide the student with an overview of the customer relationship management concepts and processes. 2.To make student know, how CRM tools and strategies are applied to fulfill the business objective.

c. Course Outcomes- After accomplishment of this course, student will able:

CO1 To comprehend the significance of a customer relationship management in business performance. CO2 To apply customer relationship management tools and techniques to improve customer retention. CO3 To analyze customer data to profile them based on their lifetime value to company. CO4 To evaluate distinct customer segments/profiles based on recent data to make changes in customer profiles. CO5 To develop comprehensive loyalty programmes to improve customer lifetime value. CON

d. Syllabus

Unit-1 Introduction to Customer Relationship Management Contact Hours:14 Definitions Definition of CRM, Scope of CRM, Types of CRM Types of CRM Strategic CRM, Operational CRM, Analytical CRM, Collaborative CRM Models of CRM Customer Satisfaction, Loyalty and Business Performance. Unit-2 Planning and Implementing CRM Strategy Contact Hours:14 Developing Data Warehouse, Data Mart, Data Mining, Privacy Issues, Managing and Using Customer Related Databases: Customer Customer Portfolio Management, Creating Value for Customers Management Customer Customer Experience, Experiential Marketing, Managing the Customer Lifecycle Experience Unit-3 Information Technology for CRM Contact Hours:14 CRM ecosystem CRM Analytics, CRM Architecture, Multichannel CRM, Sales Force Ecosystem

Sales to service Sales Force Automation, Marketing Automation, Service Automation automation People and Internal Marketing, Employee Relationship Management (ERM) Software, software Managing Supplier-Partner Relationships.

Textbooks T1 Francis, B. Stan, M. 2115.Customer Relationship Management: Concepts and Technologies. 3rd Edition, Routledge. ISBN: 978-1138236813.

T2 Sheth, J.N., Atul, P. and Shainesh, G. 2117. Customer Relationship Management: Emerging Concepts, Tools and Applications, 1st Edition, McGraw Hill Education. ISBN: 978-0070435049.

Reference Books R1 Gupta, S. and Lehmann, D. 2105. Managing Customers as Investments: The Strategic Value of Customers in the Long Run, Prentice Hall. ISBN: 978-0131428959.

R2 Rai, A.K. 2112. Customer Relationship Management: Concepts and Cases, Prentice Hall India. ISBN: 978- 8121346956.

e. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation component

S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded) 1 Assignment 12 marks of each One Per Unit 6 marks in assignment form of Case designed with Study/Project rubrics Graded based on Data Analytics. 2 20 marks for one 2 per semester 20 marks Exam MST Graded

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

f. CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 CO2 2 CO3 2 3 CO4 3 3 COn 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAC721 Human Resource Analytics L T P S C CH Course Type 32 4 0 0 0 4 4 PE MB301 PRE-REQUISITE Basic concepts of HRM Concepts CO-REQUISITE Understanding of functioning of HR analytics ANTI- REQUISITE a. Course Description This course begins with HR analytics in perspective. It further elaborates about the HRA frameworks and various metrics used in analyzing the human resource capital. Finally it focuses on basics of HR analytics and how to prepare the dash boards and scorecard sheet. b. Course Objectives To acquaint students about workforce analytics, or talent analytics, analyzing people problems using data to answer critical questions about organizations. c. Course Outcomes CO1 To understand the concepts and practical relevance of HR analytics in an organizational set-up. CO2 To apply appropriate research methods and methodologies to solve HR problems in business organizations CO3 To analyze and interpret the statistical results in context to the problems of human resources being faced by organizations CO4 To select best insights for typical HR issues for people management CO5 To develop and validate predictive models based on HR challenges to drive teams effectively d. Syllabus Unit-1 HR Analytics in Perspective Contact Hours: 15 hours Concept of HR Role of Analytics, defining HR analytics, the third wave for HR value creation Analytics HR measurement HR measurement journey in tune with HR maturity journey journey Understanding the Understanding the organizational system (Lean), locating the HR challenge in organizational the system and valuing HR analytics in the organizational system. system Unit-2 HRA Frameworks and Metrics Contact Hours: 15 hours Measuring and Current approaches to measuring HR and reporting value from HR contributions reporting HR Metrics HR metrics versus benchmarking, HR scorecards & workforce Scorecards and how they are different from HR analytics HR Framework HR maturity framework: from level 1 to level 5, HR analytics frameworks: (a) LAMP framework; (b) HCM: 21 framework and (c) Talent ship framework, 5 overarching components of an effective analytics framework. Human capital analytics continuum.

Unit-3 Basics of HR Analytics and HR Scorecard Contact Hours: 15 hours HR analytics Basics of HR Analytics, what is analytics, evolution, analytical capabilities, analytic value chain, analytical Model, typical applications of HR analytics. Data sources Typical data sources, typical questions faced (survey) and typical data issues HR analytics in Connecting HR analytics to business benefit and building support and interest. business Assessing HR programs, engagement and turnover. Linking HR Data to operational performance, HR data and stock performance.

e. Textbooks / Reference Books TEXT BOOKS g. Moore,D., McCabe, G., Duckworth, W., and Alwan, L. 2108. The Practice of Business Statistics: Using Data for Decisions, 2nd Ed., New York: W.H. Freeman. ISBN: 9781429221504 h. Fitz, J., Mattox II, J. 2114. Predictive Analytics for Human Resources. Wiley Publication. ISBN: 9781118893678

REFERENCE BOOKS

1. Becker, B. E., Huselid, M. A., Huselid, M. A., & Ulrich, D. (2001). The HR scorecard: Linking people, strategy, and performance. Harvard Business Press. ISBN: 9781578511365

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component

S. Type of Weightage of Frequency of Final Weightage Remarks No. Assessment actual conduct Task in Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

g. CO-PO Mapping

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 3 CO2 3 3 2 CO3 3 2 CO4 2 3 2 COn 3 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAC722 Learning and Development L T P S C CH Course Type 33 4 0 0 0 4 4 PE MB301 PRE-REQUISITE Basic understanding of organization behaviour and HRM CO-REQUISITE ANTI-REQUISITE

Course Description This course begins with basics of individual learning followed by learning theories. It further focuses on learning through training need identification and designing training programs. Further it deals with individual and organizational development.

a. Course Objectives 1. The course will help the students to comprehend the significance of learning in an organizational set up. It will enable them to assess, develop, carry out and evaluate a training program and its practical importance in enhancing an organization’s effectiveness. 2. It will enable students to develop HRD programs to develop workforce for 21stcentury.

b. Course Outcomes CO1 To understand the significance of learning and development (ADDIE Model) to build learning organization CO2 To be able to demonstrate various training methods in rapidly changing business organizations CO3 To examine the training needs assessment at organizational, operational and personal level in connect with the market pulse CO4 To compare and select the appropriate learning methods to be used to develop leaders for tomorrow CO5 To synthesize training programs in sync with the business objectives of an enterprise

c. Syllabus Unit-1 Learning and Overview of Training Contact Hours: 12 Basics of learning Learning theories, Learning through training, Principles of learning, Learning and performance, Domains of learning, Learning styles, Concept of learning organization Training, Education Role and significance of HRD, Managerial skills and competencies and development Overview of training Benefits of training and development, Steps In designing effective training programs, Training policy and training process Unit-2 Training Need Assessment and Training Contact Hours:12 Methods Training need Sources of training needs data, Types and levels of training need assessment, assessment Steps In training need assessment, Techniques of determining specific training needs Training designs Factors affecting training design, Trainers profiles, Trainer as achange agent

Training Methods On The job training methods, Off the job training methods, Management development program, Training pedagogy, E-Learning, Computer based, training, Multimedia training, Learning management system. Unit-3 Training Evaluation and Career Management Contact Hours: 12 Training design and Planning and training aids, Training and development In India work environment Training Evaluation Considerations for designing evaluation models, Problems of training evaluation, Types of training evaluation, Cost-benefit analysis Career planning Career management, Career development

Organization Current trends In training and development. development

d. Textbooks / Reference Books T1 Bebe, S.A.; Motet, T.P. and Roach, A.D. 2119. Training and Development: Communicating for Success, 2nd Ed., Pearson Education, India, ISBN: 9789353437428. T2 Bhattacharyya, D. 2112. Principles of Management. Ist Ed. Pearson Education, India, ISBN: 9788131754214. R1 Aswathappa, A. 2119. Organizational Behaviour – Text Cases and Games. 13th Ed. Himalya Publishing House, India, ISBN: 9789352990887. R2 French, W.L. 2117. Organizational Development: Behavioural Science Interventions for Organizational Improvement. 6th Ed. Pearson Education, India, ISBN: 9789332575264.

e. Assessment Pattern - Internal and External The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. No. Type of Weightage of Frequency of Task Final Weightage Remarks Assessment actual conduct in Internal (Graded/Non- Assessment Graded)

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

5 Discussion NA One per Chapter 4 marks Graded Forum 6 Presentation NA NA NA Non graded 7 Attendance and NA NA 2 marks Graded Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable to Business analysis course types School depicted above i. CO-PO Mapping Course PO1 PO2 PO3 PO4 PO5 PO6 Outcome CO1 3 - - - - -

CO2 - 3 - 2 -

CO3 3 3 - 3 -

CO4 - - 3 - 3 3

CO5 - - - 2 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAC761 Employee Relations L T P S C CH Course Type 34 4 0 0 0 4 4 PE MB301 PRE-REQUISITE Fundamentals of Human Resource Management and Organizational Behavior CO-REQUISITE ANTI- REQUISITE

Pre-requisite: Fundamentals of Human Resource Management and Organizational Behavior

a. Course Description This course begins with the concept of employee relations. After that this course will discuss functioning of trade unions and legal machinery for handling industrial disputes. This course also discusses protective and social security laws of India and their application. Furthermore, this course will deliver the content on ILO in regulating industrial relations, importance of collective bargaining and workers’ participation. b. Course Objectives: 1. To give exposure and understanding understanding of the concept of employee relations. 2. To assess various labor laws and their applications and knowledge about global practices in Employee Relations. c. Course Outcomes CO1 To have a basic understanding of the basic concepts and provisions of various legislations CO2 To be able to apply concepts, legal terminology appropriately and demonstrate conceptual understanding for smooth functioning of a manufacturing unit CO3 To examine the role of various parties to industrial relations in relation with the statutory framework while dealing with different industrial disputes CO4 To compare the applicability of various labor legislations in sync with the conventions and recommendations laid down by ILO CO5 To formulate dispute handling mechanism to various industrial disputes for ensuring industrial peace

d. Syllabus Unit-1 Introduction to Employee Relations Contact Hours:15 Concept of Importance, concept and Models of Employee Relations Employee Relations Collective Concept, nature, functions and types of collective bargaining; process of Bargaining collective bargaining; collective bargaining in Indian context and causes for its failure in India Trade Unions Objectives, functions, problems of Indian trade unions. The Trade Union Act 1926 (with amendment) Unit-2 Industrial Disputes Contact Hours:15 Introduction to Nature, causes and types of industrial disputes; prevention and settlement Industrial Disputes machinery of industrial disputes under The Industrial Disputes Act, 1947 {with amendments} Employee Nature of grievance and grievance procedure; handling employee grievance Grievance Code of Discipline Code of discipline in Industries (case study - national manufacturing company limited), Industrial Employment (Standing Orders) Act, 1946

Unit-3 Employment Acts Contact Hours:15 The Employees Definitions; Schemes under the act Provident Fund & Employees State Insurance Act, 1948: Objectives and applicability of the scheme; Miscellaneous Definitions; ESI corporation, standing committee and medical benefit council; Provisions Act, contributions; adjudication of dispute and claims, benefits. 1952 Payment of Applicability and non- applicability of the Act: Definitions; Payment of gratuity; Gratuity Act, 1972 Forfeiture of gratuity; Employer’s duty to determine and pay gratuity; Recovery of gratuity; Penalties.

ILO Role and importance of ILO: Social Audit

e. Textbooks / Reference Books: T1 Mamoria&Mamoria, Dynamic of Industrial Relations in India, Himalaya Publishing House, New Delhi

T2 T. N. Chabbra and R.K.Suri, Industrial Relations, DhanpatRai& CO.

REFERENCE BOOKS

R1 S.C. Srivastava, Industrial Relation &Labour Laws, Vikas Publishing House Private, Limited, 1990. R2 N.D. Kapoor, Industrial Relations and Labour Law, Sultan Chand and Publications f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency of Final Weightage Remarks No. Assessment actual conduct Task in Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded 4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 - - - 3 - - CO2 3 2 - - - - CO3 - 3 - 2 - - CO4 - - - 3 - 1 CO5 - - - - 2 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAC762 Cross Cultural Management L T P S C CH Course Type 35 4 0 0 4 4 PE MB301 PRE-REQUISITE Organization Behavior CO-REQUISITE ANTI- REQUISITE

a. Course Description

This course begins with fundamental concepts of cultural dimensions. After that this course covers the models relating to understand cross cultural aspects in people management. Furthermore, it discusses the cross cultural communication and factors affecting cross cultural communication. It also consist the international HRM dimensions and challenges faced by global managers. At last, it will discuss the role of ethics in cross cultural management.

b. Course Objectives

1. To give an exposure to students constructing their own coherent, individual perspective of the substance and increase their cultural awareness. 2. To sensitize students towards diverse cultural settings in India and the issues and challenges related to Cultural issues at Workplace. c. Course Outcomes CO1 To understand the concepts of diversity, components of culture and importance of diversity in organizations. CO2 To be able to implement various concepts of cross cultural management in motivating and leading diverse teams. CO3 To examine the various people management issues across different organizational cultures. CO4 To compare and contrast various cross cultural practices and their applicability in a global environment. CO5 To develop Diversity and Inclusion practices to leverage diverse workforce strengths for organizational growth and sustainability. CON

d. Syllabus Unit-1 Culture Dimensions & Business Environment Contact Hours: 15 hours Culture & its Meaning, Importance, features of culture, Dimensions-Different culture dimensions dimension model-Hofstede Model, Kluckhohn and Strodbeck value orientation model, Globe Model, Edward Hall model, Trompenaars model International International business environment, role of culture in international Business Business Environment Diversity Diversity at work, Reasons for cultural and behavioural differences

Unit-2 Cross Cultural Communication & Decision making Contact Hours: 15 hours Cross Cultural Cross cultural communication- Meaning, Factors affecting cross cultural Communication communication, making cross cultural communication effective Cross Culture Cross culture management:- Challenging role of Manager in cross culture management management Cross Culture Cross culture negotiation & decision making, Cross cultural teams and role of negotiation & leader Decision making Unit-3 International Human Resource Management Contact Hours: 15 hours IHRM IHRM- Meaning, Model of IHRM, Dimension of IHRM, features of IHRM – international recruitment and selection, Domestic HRM vs. IHRM Challenges faced Challenges faced by global manager, Women as International manager, Role of by Global Manager ethics in cross cultural management and Role of ethics Expatriate Culture in India, Japan, China and US, International Assignment and Expatriate Management management

e. Textbooks / Reference Books

TEXT BOOKS

T1 Madhavan, S. 2111. Cross Cultural Management: Concept and Cases ,Oxford University press. T2 Browaeys, M.J. and Price, Roger. 2111. Understanding Cross-Cultural Management, Pearson Education India. T3 Thomas, David. 2108. Cross-Cultural Management: Essential Concepts, Sage. T4 Nancy J. Adler, and Allison Gundersen. 2107. International dimensions of organizational behavior. Cengage Learning.

REFERENCE BOOKS

R1 Hofstede, G.H. and Minkov. 2110. Cultures and organizations, software of the mind. R2 House, Hanges, Javidan, Dorfman and Gupta, 2104. Culture, Leadership and organizations, The GLOBE study of 62 societies R3 A Critique of Hofstede's Fifth National Culture Dimension by Tony Fang. International Journal of Cross Cultural Management, Dec 2103; 3(3):347368. Accessible through ABI/INFORM Global.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component

S. Type of Weightage of Frequency of Final Weightage Remarks No. Assessment actual conduct Task in Internal (Graded/Non- Assessment Graded) 1 Assignment 12 marks of each One Per Unit 6 marks in assignment form of Case designed with Study/Project rubrics Graded based on Data Analytics. 2 20 marks for one 2 per semester 20 marks Exam MST Graded

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 2 CO2 2 3 CO3 3 2 CO4 3 3 3 COn 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAD721 Export Import Documentation L T P S C CH Course Type

36 4 0 0 0 4 4 PE

MB301

PRE-REQUISITE Fundamentals of International Business, Marketing

CO-REQUISITE Understanding of International Trade and Marketing

ANTI-REQUISITE None

a. Course Description: Considering the thriving opportunities and regular demand for Export and Import sector, to the continual practical training of Import and Export Business the students will be given an insight of International Trade. This course will make the students acquainted with the export import concepts and theories, export documentations, initiatives taken by Indian government to encourage exports, custom formalities and Import procedure and documentations.

b. Course Objectives: 1.To give exposure and understanding of the procedures and documents involved in export - import activities of India.

2. To have an idea about export import documentation processes involved in international business.

3. To enable students understand and apply the EXIM procedures for benefit of individual businesses. c. Course Outcomes CO1 To acquire an elaborative understanding of the export import procedures and documentation required for import and export transactions.

CO2 To gain an understanding of the Export and Import business with major emphasis on the different agencies supporting exports in India.

CO3 To ascertain the role and business model of various third party players involved in export and import transactions.

CO4 To analyse the foreign trade policy and trade treaties with various countries and trade groupings.

CO5 To create business models and entrepreneurial ventures taking into consideration the legal, financial and future market prospects.

d. Syllabus Unit-1 Preliminaries for Exports and Imports Contact Hours: 12

Introduction to Meaning and Definition of Export – Classification – Strategy and Preparation for Export Import Export Marketing – Export Marketing Organizations – Registration Formalities – IEC – RCMC – Export Licensing

Exporting Process Selection of Export Product – Identification of Markets – Methods of Exporting – Pricing Quotations – Payment Terms

Export Trade Policy Foreign Trade Policy – Highlights – Introduction to Duty Drawback – ASIDE – and Procedure MAI & MDA – Star Export Houses – EPCG Scheme – Incentives for Exporters

Unit-2 Export Procedure & Documentation Contact Hours: 14

Documentation Aligned Documentation System – Commercial Invoice – Shipping Bill – System Certificate of Origin – Consular Invoice – Mate’s Receipt – Bill of Lading – Types of Marine Insurance Policies.

Steps in Export Export Contract – Forward Cover – Export Finance – Institutional framework for Export Finance – Excise Clearance – Pre-shipment Inspection – Methods of Pre- Procedure shipment Inspection

Inspection and Role of Clearing and Forwarding Agents – Shipping and Customs Formalities – Custom Formalities Customs EDI System – Negotiation of Documents – Realization of Exports Proceeds

Unit-3 Import Procedure & Documentation Contact Hours: 10

Import Procedure Pre-Import Procedure – Steps in Import Procedure – Legal Dimensions of Import & Documentation Procedure

Customs Customs Formalities for Imports – Warehousing of Imported goods – Exchange Formalities for Control Provisions for Imports – Retirement of Export Documents Imports

Import Documents Transport Documents – Bill to Entry – Certificate of Inspection – Certificate of Measurements – Freight Declaration

e. Textbooks / Reference Books: 1. T1 Ram, P. and Garg, N. 2117. Export: What, Where and How, 47th Edition, Anupam Publisher, Delhi. ISBN: 978-9789351589. 2. R1 Handbook of Import-Export Procedures – Ministry of Commerce, -, Government of India, New Delhi a. Assessment Pattern - Internal and External The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component: S. Type of Weightage of Frequency of Final Weightage Remarks No. Assessment actual conduct Task in Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions) 5 Case study Non graded 6 Discussion NA One per Chapter 4 marks Graded Forum 7 Presentation NA NA NA Non graded 8 Attendance and NA NA 2 marks Graded Engagement Score on BB 9 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above

b. CO-PO Mapping

Course PO1 PO2 PO3 PO4 PO5 PO6 Outcome CO1 2 2

CO2 3

CO3 2 3 3

CO4 3 3

CO5 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAD722 International Marketing Management L T P S C CH Course Type

37 4 0 0 0 4 4 PE

MB301

PRE-REQUISITE Understanding of basic concepts of marketing

CO-REQUISITE Understanding of International Trade and Marketing

ANTI-REQUISITE None

a. Course Description: This course begins with basics of international marketing. It is followed by how international market environment variables affect global business. Further it emphasizes on making strategies to create customer value in a global context.

b. Course Objectives: 1. This course will enable students to gain an understanding of theoretical principles of International Marketing.

2. This course will enable students to manage and develop strategic international marketing perspectives.

Course Outcomes CO1 To gain know how of diverse theories and concepts related to the International Marketing environment.

CO2 The students will be able to put in use the marketing concepts in realization of organizations goals of going international.

CO3 To make students capable of evaluating the various components of PESTLE analysis and thereof planning the International marketing decisions.

CO4 To justify the use of global marketing practices in leveraging the advantages of international trade.

CO5 To hypothesie an international marketing environment and implement the marketing mix tools to create a marketing campaign.

c. Syllabus Unit-1 Fundamentals of International Marketing Management Contact Hours: 12

Introduction to Introduction, Scope of International Marketing, International Marketing vs. International Domestic Marketing, Principles of International Marketing, Customer value and Marketing the value equation, Competitive or differential advantage, Management Management Orientations, MNCs and TNCs, Benefits of international marketing

International International Marketing environment analysis methods, Introduction to Marketing international trade environment, classical trade theories, modern trade Environment theories, trade barriers, quotas analysis and Theories

International Implications of tariffs, Types of agreements, General Agreement on Tariffs and Organisations and Trade (GATT), Functions and objectives of WTO, Implication of WTO on Trade International Marketing, India’s role in international trade theories.

Unit-2 International Marketing Research and Marketing Mix Contact Hours: 14

International Introduction to international marketing research, Concept of marketing Marketing research, Need for marketing research, Approach to marketing research, Scope Research of international marketing research, International marketing research process, market surveys, marketing information system International Introduction to international product policy and planning, The new product Product Planning development, International product planning, Product adoption and standardization, International market segmentation, Influences on marketing plan and budget, International product marketing, Marketing of services

International International Pricing policy, Price and non-price factors, Methods of pricing, Pricing Policies International pricing strategies, Dumping and price distortion

Unit-3 International Distribution and Promotion Contact Hours: 10

International Introduction, International logistics planning, Distribution: Importance, Direct Distribution and and indirect channels, components of distribution system, Modes of Logistics Planning transportation, International packaging

International Introduction, Communications process, principles of communication, Status of Promotional promotion, Promotion appeals, Media selection, Personal selling, Public Strategies relations and publicity, Sales promotion, advertising, e-marketing

Legal and Ethical Legal and Ethical Issues in International Marketing: Introduction, Nature of Issues international business, Disputes and proposed action

d. Textbooks / Reference Books: 1. T1 Keegan, W., and Green, M. 2118. Global Marketing, 9thEd.,Pearson Education India, India, ISBN: 9789352865284. 2. T2 Cateora, P., Gilly, M. and Graham, J. 2110. 15th Ed. Tata Mcgraw Hill, India, ISBN: 9789339214464. 3. R1 Daniels, J., Radebaugh, L., and Sullivan, D. 2116. International Business. 15th Ed. Pearson Education India, India, ISBN: 9332548226.

Internal Evaluation Component: S. Type of Weightage of Frequency of Final Weightage Remarks No. Assessment actual conduct Task in Internal (Graded/Non- Assessment Graded)

3 Quiz/Test 12 marks for each One per Unit 4 marks Graded test

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

f. CO-PO Mapping

Course PO1 PO2 PO3 PO4 PO5 PO6 Outcome CO1 3 3

CO2 3 2

CO3 2 3 3

CO4 3 2

CO5 3 3 2

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAD761 International Trade L T P S C CH Course Type

38 4 0 0 0 4 4 PE

MB301

PRE-REQUISITE Fundamentals of Global Business Environment

CO-REQUISITE 21BAD722 (International Marketing Management)

ANTI- REQUISITE

a. Course Description This course begins with a basic introduction to international trade. The first unit focuses on theoretical foundations of international trade, composition and direction of trade. The second unit throws light on theories of international trade and trade policy. The third unit focuses on the international trade pricing decisions, legal framework and WTO. g. Course Objectives 1. To acquainting the students with the theoretical foundations of international trade 2. To enable students to learn the pattern, structure and policy framework of India’s foreign trade. h. Course Outcomes CO1 To understand the conceptual framework and different theories of international trade.

CO2 To acquire an elaborative understanding of competitive advantages and comparative advantage and its impact on market and economy.

CO3 To assess the interrelationships between product markets and factor markets in an economy and economic development.

CO4 To know the working and impact of WTO in facilitating and promoting International Trade.

CO5 To analyse the effect of government policies on international trade practices.

i. Syllabus Unit-1 Fundamentals of International Trade Contact Hours: 12

International Trade Theoretical Foundations of International Trade: Meaning, characteristics, – An Introduction reasons, advantages & disadvantages, Problems. Stages of Internationalization.

Taking International Orientation- EPRG Framework. International Trade types- Export, International Import. perspective

Indian Export Composition & Direction of trade. India’s major exports & Imports. Import scenario Determinants of Export and Import.

Unit-2 Conceptual Background and applications Contact Hours: 12

Theoretical Theories of international trade: Mercantilistic View of International Trade; Background Absolute and comparative advantage theories.

International International Product Life cycle theory, Porter’s Diamond Model, Factor Product Life cycle proportions Theory. and Models

Indian Foreign Trade policy: Exim policy. Strategic options for trade policy, India’s Current Trade Policy Foreign Trade Policy, its objectives & highlights

Unit-3 Environmental Impact on International Trade Contact Hours: 12 Pricing decisions International Trade Pricing Decisions. Trade barriers: Tariffs barriers &Non tariff and Trade barriers Barriers, Subsidies.

Legal scenario of Legal Framework for foreign trade in India, Export Promotion in India: Internal Trade Organizational set-up, Incentives.

Global scenario of International Trade Regulation: WTO: History and evolution of the WTO, International Trade Important agreements, negotiation rounds, etc. Dispute settlement system of the WTO.

j. Textbooks / Reference Books a) T1: Francis Cherunilam, International Business: Text & Cases, PHI Publishing House b) T2: Justin Paul, International Business. PHI Publishing House c) R1: C. B. Gupta, International Business, S. Chand Publications d) R2: International Trade: The Basics. Jessie Poon, David L. Rigby. k. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component Sl Type of Weightage of Frequency of Task Final Remarks No. Assessment actual conduct Weightage in (Graded/Non- Internal Graded) Assessment

1 Assignment 12 marks For each unit 6 Graded

2 Exam 20 marks each 2 per semester 20 Graded

3 B.Quiz 12 marks for each For each unit 4 Graded test 4 Homework After every two Non-Graded lectures 5 Case study

6 Discussion 4 marks each For each chapter 4 Graded Forum 7 Presentation

8 Attendance

9 Surprise Test 12 marks each For Each Unit 4 Graded

l. CO-PO Mapping Course PO1 PO2 PO3 PO4 PO5 PO6 Outcome CO1 3 3

CO2 3 3

CO3 2 3 3

CO4 3 3

CO5 3 2 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAD762 International Banking & Forex L T P S C CH Course Type 39 4 0 0 0 4 4 PE

MB301 PRE-REQUISITE Fundamentals of International Banking and Foreign Exchange CO-REQUISITE ANTI- None REQUISITE

a. Course Description This course begins with a basic introduction to international banking. The first unit focuses on international commercial banking operations and sources of funding for international banks. The second unit throws light on international loan syndication process, the development of international banking and international financial markets. The third unit focuses on the international foreign exchange market, various money market instruments and international banking regulation.

b. Course Objectives 1. To give students an understanding of working of international banks in global markets.

2. To enable students to understand international banking and the various types of lending available in the international debt market.

c. Course Outcomes CO1 To understand the concept and operating of the international banking & foreign exchange markets CO2 To comprehend the loan-syndication process to understand the real-world loan-syndication examples CO3 To differentiate between the international financial markets and domestic financing markets CO4 To compare the risk-return profile of different offerings in the international financial markets CO5 To design and structure the securitization based international financial securities

d. Syllabus Unit-1 International Commercial Banking Contact Hours: 13 International Meaning, scope and importance of international banking, Globalization of Banking Banking.

International The International commercial bank liabilities, bank’s sources of funding, Commercial Eurocurrency deposit markets, Inter-bank market, REPOs, LIBOR, Euribor, ECDs, Banking International commercial bank’s assets, forms of international lending. Risk management for international banks, Securitization (Assets Backed Securities (ABS), Collateralized Debt Obligation (CDO), Credit Default Swaps (CDS). Unit-2 International Banks and Financial Markets Contact Hours: 15 International Loans The syndication process and main actors; types of loan, Loan and secondary Syndication market.

International Bank Lending in emerging economies, Microfinance, Bank lending and Banking and sustainability, International monetary system (IMF, World Bank, IDB, WTO, Development UNCTAD).

International Banks Foreign Bonds, Eurobonds, Bonds underwriting mechanism, International and Financial equity issues and foreign listing and equity underwriting process Markets Unit-3 International Banking Law and Regulation Contact Hours: 15 Foreign Exchange Main Characteristics of Forex market, role of international banks in Forex Markets markets.

International GDRs, ADRs, IDRs, Euro Bonds, Repos, CPs, derivatives, floating rate Money Market instruments, Euro deposits Instruments International Principles of International banking regulation, prudent regulation of banks, the Banking Law and 2107-2109 financial crisis and next generation of international standards of Regulation financial institution regulation (Basel Accords).

e. Textbooks / Reference Books T1 Mithani, D. M., International Economics, Himalaya Publications, New Delhi. T2 Vaish, M. C. and Sudama Singh, International Economics, Oxford & IBH Publishing Co. T3 Andrew W. Mullineux (edited), “Handbook of International Banking”, Edgar Elgar Publishing and J. Hughes T4 S. MacDonald, “International Banking: Text and Cases”, Addison-Wesley Publishing R1 B. Casu, “Introduction to Banking”, Prentice Hall R2 Salvatore, Dominick, International Economics, John Wiley & Sons Publishers. f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency Final Weightage in Remarks No. Assessment actual conduct of Task Internal (Graded/Non- Assessment Graded)

3 Quiz/Test 12 marks for each One per 4 marks Graded test Unit

4 Homework NA One per Non-Graded: Non graded lecture topic Engagement Task (of 2 questions)

5 Discussion NA One per 4 marks Graded Forum Chapter

6 Presentation NA NA NA Non graded 7 Attendance NA NA 2 marks Graded and Engagement Score on BB 8 Analysis of 4marks of each 1 per Unit 4 marks As applicable Business analysis to course types School depicted above g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6

CO1 3 2

CO2 3 2 2

CO3 3 3

CO4 2 3 2

CO5 3 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAE721 Entrepreneurial Strategies-I L T P S C CH Course Type 40 4 0 0 0 4 4 PE

MB301 PRE-REQUISITE Understanding of Entrepreneurship and Start up Ecosystem CO-REQUISITE 20BAT655 ANTI- REQUISITE

Pre-requisite: The course(s), which is/are to be mandatorily passed out before opting for a course (Only h. C Course Code is to be written in the respective column of the concerned row). ou Co-requisite: The course(s), which is/ are to be offered together in same semester (Only Course Code is rse to be written in the respective column of the concerned row). De Anti-requisite: The course(s), which is/ are not to be offered together. scr ipti on

a. Course Objectives

1. To develop basic understanding among students about the launch of entrepreneurship ventures and related strategies. 2. To provide depth analysis skills of various entrepreneurial strategies related to Planning, Team Building & Validation.

b. Course Outcomes CO1 To have an understanding of entrepreneurship and analytical skills to intuitive thinking and entrepreneurial opportunity identification.

CO2 To get the know-how of successive planning, its validation, and solutions to business problems arising thereof. CO3 To analyze the feasibility of economic, marketing, financial, and technological aspects to ascertain business viability. CO4 To evaluate business models for new ventures and able to frame strategies relating to the success of a venture. CO5 To develop a business strategy of startups and existing ventures at different levels. c. Syllabus Unit-1 Self Discovery and Opportunity Discovery Contact Hours:12 Self discovery Finding the Flow; Effectuation; Identifying the Effectuation principles used in activities; Identifying Problem Worth Solving; Design Thinking; Brainstorming Opportunity Presenting the Identified problems; Identifying the Entrepreneurial Style; identification and Customers and Markets validation Customer and Segmentation and Targeting; Identifying Jobs, Pains, and Gains and Early markets Adopters; Crafting Value Proposition Canvas (VPC); Class Activity: Outcome- Driven Innovation;Presenting VPC. Unit-2 Business Model, Validation and MVP Contact Hours:12 Business model Basics of Business Model and Lean Approach; Sketching the Lean Canvas; Risks canvas and Assumptions; Presenting Lean Canvas Development of Blue Ocean Strategy - Plotting the Strategy Canvas; Four Action Framework: competitive Eliminate-Reduce-Raise-Create Grid of Blue Ocean Strategy strategy Business solution Building Solution Demo and Conducting Solution Interviews; Problem-Solution and validation Fit; Building MVP; Product-Market Fit; Presenting MVP. Unit 3 Financial Planning, Team Building, Regulations Contact Hours:12 Financial planning Cost Structure - Estimating Costs; Revenues and Pricing: Revenue Streams, Revenue Types, Identifying Secondary Revenue Streams, Estimating Revenue and Price; Profitability Checks; Bootstrapping and Initial Financing; Practising Pitch Team building Shared Leadership; Hiring and Fitment, Team Role and Responsibilities; Collaboration tools and techniques: explore Slack Marketing and Positioning and Branding; Channels; Sales Planning; Selling skills; Project regulation Management for Start-ups; Project tracking with Trello and Slack; Basics of Business Regulations; How to Get Help to Get Started.

d. Textbooks / Reference Books

TEXT BOOKS

T1 Maurya, A., 2112. Running Lean: Iterate from Plan A to a Plan That Works. O'Reilly Media. ISBN: 978- 1449305178. T2 Roy, R., 2112. Entrepreneurship, 2nd Edition, Oxford University Press. ISBN: 978-0198072638.

REFERENCE BOOKS

R1 Czikszentmihalyi, M. 2108. Flow: The Psychology of Optimal Experience, Harper Perennial Modern Classics. ISBN: 978-0061339212. R2 Sarasvathy, S. D., 2109. Effectuation: Elements of Entrepreneurial Expertise, Edward Elgar Publishing Ltd. ISBN: 978-1848445727. R3 Ries, E., 2111. The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses, The Crown Publishing Group. ISBN: 978-0307887894. R4 Kim, W. C. &Mauborgne, R., 2105. Blue Ocean Strategy, Harvard Business School Press Boston, Massachusetts. ISBN: 978-1633692749. Blank, S., 2105. The Four Steps to the Epiphany: Successful Strategies for Startups That Win. K&S Ranch ISBN: 978-0989210509. e. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component

S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

f. CO-PO Mapping PO/CO PO1 PO2 PO3 PO4 PO5 PO6 CO1 3 2

CO2 3 3

CO3 3 3

CO4 3 3

CO5 2 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAE- Social Entrepreneurship L T P S C CH Course Type 41 722 4 0 0 0 4 4 PE

MB301 PRE-REQUISITE Basic understanding of startups and entrepreneurship CO-REQUISITE Startup conditions ANTI- None REQUISITE a. Course Description This course starts with the basic concepts of entrepreneurship and factors affecting the emergence of entrepreneurial approach. It is followed by the concepts and process of starting venture. Furthermore, this course consists of feasibility analysis of new venture or project from industry, market, financial, operational and technical angels. This course will also cover the preparation of business plan and report on new venture establishment. This course also contains the delivery of factors of production planning and management. b. Course Objectives  To provide an opportunity to the students to understand social entrepreneurship and entrepreneurial opportunities  To build competency in students about culture, models and approaches of social entrepreneurship and scope for social Entrepreneurship in India and enterprise creation c. Course Outcomes CO1 To understand the conceptual framework of social entrepreneurship and identifying various factors influencing the social entrepreneurial approach. CO2 To apply the conceptual understanding in setting up a new social venture. CO3 To analyse the feasibility of different elements of a social enterprise like marketing, finance, human resources, operations and technology. CO4 To evaluate the sustainability of a social enterprise for the long run. CO5 To create value prepositions and opportunities associated with social entrepreneurship.

d. Syllabus Unit-1 Social Entrepreneurship- Introduction Contact Hours:15 Introduction Introduction to Social Entrepreneurship, The Socio-Economic Context of Social Entrepreneurship

Characteristics Social entrepreneur; The characteristics of social entrepreneurs Dimensions The four dimensions of social entrepreneurship, Sources of Funds, Marketing in Social Ventures.

Unit-2 Business Model and Enterprise launching Contact Hours:15 Business Model Social Business Model, Social Venture Opportunity Identification

Social Venture Assessing Social Venture opportunities, Social Impact Theory Society – Trust and opportunities Company registration

Enterprise launching Enterprise launching and its procedures, Developing social venture strategy & plan; preparation and launch.

Unit-3 Funding and Challenges of Social Venture Contact Hours:15 Venture entry Venture entry: Positioning the firm for social & strategic advantage. Funding Social Ventures Social Impact Strategies for sealing social impact, Measurement of Social Impact Case Study Social Entrepreneurship and the challenges of scale, Study of successful models like -Grameen Bank – Aravind Eye Care System’s -Amul. e. Textbooks / Reference Books  Dinanath Kaushik, Studies in Indian Entrepreneurship, New Delhi, Cyber Tech Publications

 Robert Hisrich, Michael Peters and Dean Shepherd Entrepreneurship, New Delhi, Tata McGraw-Hill Publishing Company Limited.  Kaliyamoorthy and Chandrasekhar, Entrepreneurial Training: Theory and Practice, New Delhi, Kanishka Publishers.

 Gopalkrishnan (2114) The Entrepreneur’s Choice: Cases on Family Business in India, New Delhi, Routledge Taylor& Francis Group.

f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Internal Semester End Assessment (CAE) Examination (SEE)

Marks 40 60 Total Marks 100

Internal Evaluation Component SL Type of Weightage of actual Frequency of Final Weightage in Remarks No. Assessment conduct Task Internal Assessment (Graded/Non- Graded) 1 Assignment 10 marks of each One Per Unit 10 marks Graded assignment 2 Mid Semester 20 marks for one 2 per 20 marks Graded Test MST semester 3 12 marks for each One per Unit 4 marks Surprise Test Graded test 4 NA One per Non-Graded: lecture topic Engagement Task Homework Non graded (of 2 questions) 5 Quiz 4 marks of each quiz 2 per Unit 4 marks Graded 6 NA One per Non Graded: Discussion Chapter Non graded Forum Engagement Task

7 Presentation NA NA NA Non graded 8 Attendance and NA NA 2 marks Engagement Score on BB

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 3 3 CO2 3 2 CO3 3 2 CO4 3 3 3 CO5 2 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAE761 Entrepreneurial Strategies - II L T P S C CH Course Type 42 4 0 0 0 4 4 PE

MB301 PRE-REQUISITE Understanding of Entrepreneurship and Startup Ecosystem and Entrepreneurial Strategies -I CO-REQUISITE 20BAT655 ANTI- REQUISITE

a. Course Description b. Course Objectives

1. To give an exposure to students about the concepts of starting venture and entrepreneurship.

2. To develop competency for team building along with progress measurement and strategic decision in business. c. Course Outcomes CO1 To have an understanding of entrepreneurship and analytical skills to intuitive thinking and entrepreneurial opportunity identification.

d. Syllabus Unit-1 Fundamentals of entrepreneurship Contact Hours:12 Business model Introduction to Practice Venture; pivoting, types of business models, business model evolution, generating new business models; analyzing the business model; Analyzing the competitors; adding new customer segment; presenting the new business model after pivoting Business plan product management; Business plan; sales plan; hiring sale team; people plan; basics of financial plan-I &II; procurement plan, negotiating role play; Revenue sources understanding primary revenue sources, exploring customer lifecycle for growth customers, exploring and identify secondary sources of revenue.

Unit-2 Exploring Revenue, A-team, Branding Contact Hours:12 Venture funding Overview of funding; funding options for an entrepreneur; explore the right funding options; create funding plan; pitch deck Team building introduction to building A-Team; pitching to attract the talent; setting the team up for success; defining roles; hiring the A-Team members Branding Introduction to branding, drawing the venture’s golden circle; positioning and positioning statements, creating brand name and logo; social media handle. Digital marketing for startups Unit 3 Measuring Progress and Legal Matters, Mentors Contact Hours:12 Customer Metrics for customer acquisition (CAC, CLV, and ARPU), metrics for customer acquisition & retention and satisfaction, find CAC, CLV and ARPU retention Financial metrics key financial metrics, finding new revenue stream through key financial metrics, re-forecasting financial plan to increase margin, searching of trademark and brand name and company name Mentors Role of mentors and advisors; scout for the board of directors, overview on final project, capstone project presentation, contents of capstone project.

e. Textbooks / Reference Books

TEXT BOOKS

T1 Roy, R. 2111. Entrepreneurship, Second Edition, Oxford University Press. India. ISBN: 978-0198072638. T2 Khanka, S.S. 2115. Entrepreneurship Development, S. Chand & Company, India. ISBN: 978-8121918015.

REFERENCE BOOKS R1 Janakiram, B. and Rizwana, M. 2111. Entrepreneurship Development: Text & Cases, Excel Books. India. ISBN: 978-8174469588. R2 Desai, V. 2115. Small Scale industries and Entrepreneurship, Himalya Publishing House. India. ISBN: 978- 9350249178. f. Assessment Pattern - Internal and External

The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component S. Type of Weightage of Frequency of Final Weightage in Remarks No. Assessment actual conduct Task Internal (Graded/Non- Assessment Graded)

3 12 marks for each One per Unit 4 marks Quiz/Test test Graded

4 NA One per lecture Non-Graded: Homework topic (of 2 Engagement Task Non graded questions)

g. CO-PO Mapping PO/CO PO1 PO2 PO3 PO4 PO5 PO6 CO1 3 2

CO2 3 3 CO3 3 3 3

CO4 3 3

CO5 2 2 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

SN 21BAE- Entrepreneurial Marketing L T P S C CH Course Type 43 762 4 0 0 0 4 PE MB301 PRE-REQUISITE Marketing & Entrepreneurship CO-REQUISITE Startup conditions ANTI- None REQUISITE

a. Course Description This course starts with fundamental concepts of entrepreneurial marketing with a special focus on the STP concept. It covers the various marketing tools that can be applied for a successful reach of the start-up venture in the markets. Furthermore, it will deliver to content on tools and techniques for branding, communication and distribution network for a venture. b. Course Objectives  To understand how marketing can be an entrepreneurial activity within organizations  To Identify the role of marketing in Entrepreneurship. c. Course Outcomes CO1 To understand how marketing can be an entrepreneurial activity within organizations. CO2 To identify the role and impacts of marketing in Entrepreneurship. CO3 To apply marketing concepts into entrepreneurial strategic decision making. CO4 To evaluate and create new market opportunities for new ventures. CO5 To develop a business model considering all business aspects and aligned with the technological application. d. Syllabus Unit-1 Entrepreneurial Marketing- Introduction Contact Hours: 15 Entrepreneurship- Understanding entrepreneurship &Marketing, The role of marketing in Introduction entrepreneurship entrepreneurial Linking marketing orientation to entrepreneurial orientation; Validating orientation Concept/Idea

Entrepreneurial Entrepreneurial Marketing and Identifying Entrepreneurial Opportunities - Opportunities Positioning, Segmentation and Targeting

Unit-2 Marketing Strategy and Marketing Tools Contact Hours: 15

Marketing Strategy Entrepreneurial Marketing Strategy and Sales Tactics for Customer Acquisition Marketing tools Entrepreneurial Marketing tools- Distribution Channels, Sales Force Management, Buzz, Social Media and Virality

Marketing and Entrepreneurial Marketing and Building Brands, Entrepreneurial Marketing for Building Brands Recruiting a Team -Employees, Advisors, and Directors

Unit-3 Market Research and Pricing Strategy Contact Hours: 15 Entrepreneurial Entrepreneurial market research, Process of & Techniques for conducting market research marketing research

Communication Database management and entrepreneurship, Strategies vs. Tactics, Strategy Product/Service Strategy and Management, Entrepreneurial Communication Strategy Pricing Strategy Entrepreneurial Pricing Strategy, Entrepreneurial Distribution Strategy, Building Customer Relationships e. Textbooks / Reference Books  M. Schindehutte, M. Morris and L. Pitt, Rethinking Marketing: An Entrepreneurial Perspective, Saddle River , NJ: Prentice-Hall.  L. Lodish, H. Morgan, S. Archambeau, J. Babin , Marketing that Works: How?  Dinanath Kaushik, Studies in Indian Entrepreneurship, New Delhi, Cyber Tech Publications

 Robert Hisrich, Michael Peters and Dean Shepherd Entrepreneurship, New Delhi, Tata McGraw- Hill Publishing Company Limited.

 Kaliyamoorthy and Chandrasekhar, Entrepreneurial Training: Theory and Practice, New Delhi, Kanishka Publishers.

 Gopalkrishnan (2114) The Entrepreneur’s Choice: Cases on Family Business in India, New Delhi, Routledge Taylor& Francis Group. f. Assessment Pattern - Internal and External The performance of students is evaluated as follows: Theory Components Continuous Semester End Internal Examination (SEE) Assessment (CAE) Marks 40 60 Total Marks 100

Internal Evaluation Component Sl Type of Weightage of Frequency Final Weightage in Remarks No. Assessment actual conduct of Task Internal Assessment (Graded/Non- Graded) 1 Assignment 10 marks of each One Per 10 marks Graded assignment Unit 2 Mid 20 marks for one 2 per 20 marks Semester MST semester Graded Test 3 12 marks for each One per 4 marks Surprise Test Graded test Unit 4 NA One per Non-Graded: lecture topic Engagement Task Homework Non graded (of 2 questions) 5 4 marks of each 2 per Unit 4 marks Quiz Graded quiz 6 Discussion NA One per Non Graded: Chapter Non graded Forum Engagement Task 7 Presentation NA NA NA Non graded 8 Attendance and NA NA 2 marks Engagement Score on BB

g. CO-PO Mapping Course Outcome PO1 PO2 PO3 PO4 PO5 PO6 CO1 2 3 3 CO2 3 2 CO3 3 CO4 3 3 CO5 3 3

CO PO correlation matrix of each subject to be mapped with High correlation (3) Medium correlation (2) Low correlation (1)

STUDENT GUIDELINES FOR PROJECT SUBMISSION AND TEMPLATE

SUMMER TRAINING REPORT ON Topic……

In Partial Fulfillment of the Requirements for the Degree of

MASTER OF BUSINESS ADMINISTRATION

LOGO of CU

University Business School Chandigarh University Mohali

(On the letter head of the company)

CERTIFICATE

This is to certify that …………..( Name of the Student )S/D of Sh/Smt……………..,Student of MBA 3rdSem having roll no……., Chandigarh University has undergone his/her 6-8 weeks Industrial training under the supervision of ………..( Name of the Person),…………….Designation of Authority under whom training has been done)of …………….( Company Name), ………….( Location of Company)

It has been certified that during her tenure of training his/her behavior was satisfactory.

Certified by

( Name of the Authority)

Designation Company Name

ACKNOWLEDGMENT

(Tentative)

I take upon this opportunity to acknowledge the many people whose ……………

I am deeply indebted to my mentor ………………….

I would like to thank ………………

I further thank to ………………….

I owe my sincere gratitude towards ………………….

My heartfelt thanks to ………………..

I also express my deepest gratitude to ………………….

Finally, I would like to wind up by paying my heartfelt thanks ………………

Name of the Student

University Roll No.

DECLARATION

Declaration by the student

I declare that the work presented in this project titled “The Title of Project”, submitted to the Name of the

Department, School of Management Studies, CT University, Ludhiana for the award of the Masters in Business

Administrationdegree in Specialisation, is my original work. I have not plagiarized or submitted the same work for the award of any other degree. In case this undertaking is found incorrect, I accept that my degree may be unconditionally withdrawn.

Signature

Name of the Student

University Roll No.

Declaration by the supervisors

This is to certify that the Summer Training Project titled “The Title of Project” is a bonafide work of Mr./ Ms………………………….. University Roll No:…………….. Carried out in partial fulfilment for the award of degree of MBA ……………………. (specialisation) of CT University under my guidance. This project work is original and not submitted earlier for the award of any degree / diploma or associateship of any other University / Institution.

Signature ……………………………. Date ……………………

Name of the Guide

Designation (Professor / Associate Professor / Asst. Professor)

Employee ID

Certified that the above mentioned project has been duly carried out as per the norms of the college and statutes of the university.

Signature

Name

HEAD OF THE DEPARTMENT

Designation (Professor / Associate Professor / Asst. Professor

ABSTRACT

TABLE OF CONTENT

CERTIFICATE

ACKNOWLEDGMENT

DECLARATION OF STUDENT AND GUIDE

ABSTRACT

TABLE OF CONTENT (if any)

LIST OF TABLES (If any)

CHAPTER 1: INTRODUCTION:

CHAPTER 2: REVIEW OF LITERATURE

CHAPTER 3: RESEARCH METHODOLOGY

3.1 OBJECTIVE OF THE STUDY

3.2 SAMPLE SIZE:

3.3 SCOPE OF THE STUDY

3.4 METHODOLOGY

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

FINDINGS

RECOMMENDATIONS

CONCLUSION

REFERENCES

APPENDICES

References

[1] In J. A. Storer and editors. M. Cohn, editors, Proc. 2000 IEEE Data Compression Conference, Los Alamitos, California, 2000. IEEE Computer Society Press.

[2] Calgary corpus. 2000. ftp://ftp.cpsc.ucalgary.ca/pub/projects/text.compression.corpus.

[3] http://www.cs.wisc.edu/niagara/data/.

[4] N. Abramson. Information Theory and Coding. McGraw-Hill, 1963.

[5] J. Adiego and P. de la Fuente. Mapping words into codewords on ppm. In Proc. 13th Intl. Symp. On String Processing and Information Retrieval (SPIRE'01), pages 181{192. LNCS 4209., 2006.

FINAL RESERCH PROJECT ON Topic……

In Partial Fulfillment of the Requirements for the Degree of

MASTER OF BUSINESS ADMINISTRATION

LOGO of CU

University Business School Chandigarh University Mohali

(On the letter head of the company)

CERTIFICATE

This is to certify that …………..( Name of the Student )S/D of Sh/Smt……………..,Student of MBA 4thSem having roll no……., Chandigarh University has prepared research project under the supervision of ………..( Name of the Person),…………….

It has been certified that during her tenure of training his/her behavior was satisfactory.

Certified by

( Name of the Authority)

Designation Company Name

ACKNOWLEDGMENT

(Tentative)

I take upon this opportunity to acknowledge the many people whose ……………

I am deeply indebted to my mentor ………………….

I would like to thank ………………

I further thank to ………………….

I owe my sincere gratitude towards ………………….

My heartfelt thanks to ………………..

I also express my deepest gratitude to ………………….

Finally, I would like to wind up by paying my heartfelt thanks ………………

Name of the Student

University Roll No.

DECLARATION

Declaration by the student

I declare that the work presented in this project titled “The Title of Project”, submitted to the Name of the

Department, School of Management Studies, CT University, Ludhiana for the award of the Masters in Business

Signature

Name of the Student

University Roll No.

Declaration by the supervisors

This is to certify that the Final Research Project titled “The Title of Project” is a bonafide work of Mr./ Ms………………………….. University Roll No:…………….. Carried out in partial fulfilment for the award of degree of MBA ……………………. (specialisation) of CT University under my guidance. This project work is original and not submitted earlier for the award of any degree / diploma or associateship of any other University / Institution.

Signature ……………………………. Date ……………………

Name of the Guide

Designation (Professor / Associate Professor / Asst. Professor)

Employee ID

Certified that the above mentioned project has been duly carried out as per the norms of the college and statutes of the university.

Signature

Name

HEAD OF THE DEPARTMENT

Designation (Professor / Associate Professor / Asst. Professor

TABLE OF CONTENT

ABSTRACT

ACKNOWLEDGMENT

DECLARATION OF STUDENT AND GUIDE

ABSTRACT

TABLE OF CONTENT (if any)

LIST OF TABLES (If any)

CHAPTER 1: INTRODUCTION:

CHAPTER 2: REVIEW OF LITERATURE

CHAPTER 3: RESEARCH METHODOLOGY

3.1 OBJECTIVE OF THE STUDY

3.2 SAMPLE SIZE:

3.3 SCOPE OF THE STUDY

3.4 METHODOLOGY

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

FINDINGS

RECOMMENDATIONS

CONCLUSION

REFERENCES

APPENDICES

References

[1] In J. A. Storer and editors. M. Cohn, editors, Proc. 2000 IEEE Data Compression Conference, Los Alamitos, California, 2000. IEEE Computer Society Press.

[2] Calgary corpus. 2000. ftp://ftp.cpsc.ucalgary.ca/pub/projects/text.compression.corpus.

[3] http://www.cs.wisc.edu/niagara/data/.

[4] N. Abramson. Information Theory and Coding. McGraw-Hill, 1963.

[5] J. Adiego and P. de la Fuente. Mapping words into codewords on ppm. In Proc. 13th Intl. Symp. On String Processing and Information Retrieval (SPIRE'01), pages 181{192. LNCS 4209., 2006.