INC Patna: July 2009

List of Courses

Course Title Page No.

Management Control Systems 7

Business Strategy-I 10

Marketing Research 12

Consumer Behavior 16

Services Marketing 20

Integrated Marketing Communication 26

Retail Management 29

Money and Banking 33

Overview of Banking 36

Banking Services Operations 39

Life Insurance 42

General Insurance 44

Advanced Financial Accounting 49

Project Management 52

Personal Financial Planning 55

Security Analysis 57

Corporate Communication 60

Performance Management & Reward Systems 69

Training & Development 73

Leadership Skills & Change Management 76

Java Application Development 80

IT Enabled Services 82

Relational Database Management Systems 85

Soft Skills Lab-II 87

Office Circular No. 12 of 2010

List of Enclosures

Form Reference Description Page

Annexure-I Fee payment schedule for the MBA Program (Class of 2010) 6

Annexure-II Detailed curriculum for the MBA Program (Class of 2010)

Semester-III courses 7

Annexure-III Faculty Data Form (FDF) 89

Annexure-IV Application Letter format for visiting faculty at INC Campus 90

Annexure-V T0 report 92

Annexure-VI Course handout 93

Annexure-VII Attendance report 96

Annexure-VII-A List of students not allowed to appear in Mid / End-sem exams 97

Annexure-VIII Mid/End semester attendance report 98

Annexure-IX Weekly report format (To be filled On-line through WAMS) 99

Annexure-X Indicative Time-table for Semester-III 102

Office Circular No. 12 of 2010

Annexure-I

Fee Payment Schedule

The MBA Program (Class of 2010)

Program Fee Structure

Annual Payment Option

Students can pay the remaining one annual installment at the time of registration for the third

semester (on or before July 13, 2009). All payments are to be made by way of Demand Draft in

favour of “Icfai University Common Fund”, payable at Hyderabad.

Installment Scheme

The remaining three installments are payable by way of Post-dated cheques (PDCs) drawn in

favor of “Icfai University Common Fund” payable at Hyderabad. These 3 PDCs (dated 1st Sep,

2009; 1st Dec,2009 and 1st Mar 2010) should have been deposited with INC at the time of

registration for the Semester-I.

Office Circular No. 12 of 2010

Annexure-II

MANAGEMENT CONTROL SYSTEMS

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : INM 611 Sessions : 33

Objective: The objective of the course is to give students a broad understanding of the control

process, management control systems, and their applications to different contexts and in

different functional areas.

Text Book Author/Publication

Management Control Systems-2nd Edition

An Integrated Approach to Performance and

Compliance

The Icfai University Press

Reference Books Author/Publication

Management Control Systems Anthony, Robert N and Vijay Govindarajan,

12e/ Tata McGraw Hill, 2007.

Modern Management Control Systems – Text

and Cases.

Merchant, Kenneth A. Delhi: Pearson

Education (Singapore) Pte. Ltd/ Indian

Branch, 2002.

Management Control Systems - Using

Adaptive Systems to Attain Control.

Maciariello, Joseph A. and Calvin J. Kirby.

Second ed. New Delhi/ Prentice Hall India,

2000.

Management Information Systems Post, Gerald V and David L. Anderson/ Tata

McGraw Hill, 1998.

Management Control Systems-Text and Cases Robert N Anthony & john Deardon/Irwin

Inc

Management Control Systems- Text and

Cases Subash Sharma / TMH

Detailed Curriculum

Fundamentals of Management Control:

Management Control-An Overview;

Objectives of Management Control;

Schemes for Classifying Management

Controls; Contextual Factors Influencing

Management Control.

Design of Organization Structure and

Control Systems: Organization Structure;

Responsibility Structure; Designing Control

Systems; Management Control of

International Businesses; Management

Control of Non-Profit Organizations;

Control Systems for Empowerment,

Innovation, and Creativity.

Strategic Performance Control: Strategy

and Control; Information Technology and

Systems for Strategic Control; The Balanced

Scorecard.

Budget as an Instrument of Control:

Formulation and Administration of Budgets;

Budgeting: The Human Dimension; Types

of Budgets; Zero-based Budgeting.

Business Performance: Targets,

Reporting, and Analysis: Introduction to

Targets and Performance Tracking; Factors

Affecting Business Performance;

Performance Reports; Performance

Analysis.

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Auditing: Categories of Audits; Financial

Statement Audit; Internal Audit, Fraud

Auditing, and Forensic Accounting;

Management Audit; Social Audit and

Environment Audit; The Auditing Process;

Benefits and Limitations of Auditing.

Transfer Pricing: The Concept of Transfer

Pricing; Factors Influencing Transfer

Pricing; Methods of Calculating Transfer

Prices; Administration of Transfer Prices;

The Indian Perspective.

Business Ethics and Management

Control: Ethical Behavior in Organization;

Management Control and Ethical Issues in

Different Functions; Regulating Ethical

Conduct.

Financial Control of the Enterprise:

Introduction to Financial Controls; Tools of

Financial Control; Controlling Assets

Employed in the Business; Financial

Information Systems and Control; Roles in

Financial Control and Accountability.

Marketing Control: Types of Marketing

Controls; Marketing Audit; Sales Control;

Distribution Control; Marketing

Communications Control; Marketing

Control in Branding; Information Systems

for Marketing Control.

Management Control of Production and

Operations-I: Control of Production and

Operations-An Overview; Production

Controls; Operations Controls; Supply

Chain Management; Information Systems in

Production and Operations Management.

Management Control of Production and

Operations-II: Controlling Cost of

Operations; Enhancing Organizational

Performance; Operational Audit; Safety

Audit.

Management Control of Service

Operations: Characteristics of Services;

Generic Techniques for Control of Services;

Classification of Service Organizations;

Control of Different Categories of Service

Organizations.

Management Control of Projects:

Introduction to Project Control; Project

Overview Statement as the Basis for

Control; Project Plan as the Primary Control

Mechanism; Organizing for Project Control;

Control of Project Execution; Overall

Change Control; Project Auditing;

Conservation and Utilization of Resources.

Control of Human Resources

Management: Human Resource Planning;

Control of the HR Department’s Functions;

Selected Techniques for Assessing

Effectiveness of HRM; The Workforce

Scorecard; Human Resource Information

Systems for Control.

Implementation of Management Control

Systems: Operationalizing a Management

Control System; Organizational Roles

Involved in Implementation; Challenges in

Implementation; Impact of Organizational

Life Cycle on Control Systems.

Office Circular No. 12 of 2010

Schedule of Sessions

Topic Sessions

Pre-Mid Sem

Fundamentals of Management Control 2

Design of Organization Structure and Control Systems 3

Strategic Performance Control 2

Budget as an Instrument of Control 2

Business Performance: Targets, Reporting, and Analysis 3

Auditing 2

Transfer Pricing 1

Business Ethics and Management Control 1

Post-Mid Sem

Financial Control of the Enterprise 3

Marketing Control 3

Management Control of Production and Operations-I 2

Management Control of Production and Operations-II 2

Management Control of Service Operations 2

Management Control of Projects 2

Control of Human Resources Management 1

Implementation of Management Control Systems 2

Total 33

Office Circular No. 12 of 2010

Business Strategy – I

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : INM621 Sessions : 33

Objective: This course in business strategy is framed to help the students to learn the concepts

of business strategy, formulating policy decision and organizational working

Text Book Author/Publication

Introduction to Business Strategy The Icfai University Press

Reference Books Author/Publication

Strategic Management Dr. P Subba Rao/ Himalaya

Strategic Management – An Integrated

Approach Charles Hill & Gareth Jones/ Biztantra

Making Strategy Colin Eden & Ackermann / Sage

Publications

Competitive Advantage of Nations Michael Porter

Strategic Management – Strategy

Formulation and Implementation

John Pearce & Richard Robinson / AITBS

Publication

Business Policy and Strategic Management,

Jauch, Gupta and Glueck/ Frank Bros and

Co.

Strategy Safari Mintzberg, Ahlstrand and Lampel/ Pearson

Competing for the Future Prahalad and Hamel/ TMH

Strategic Management Dr. P Subba Rao/ Himalaya

Detailed Curriculum

Introduction to Strategic Management–

Evolution of the concept of strategic

management – components of strategic

management – the three levels of strategic

planning – making strategic decisions

Strategic Management Process – The

process of strategic management – strategic

decision making – limitations of the

strategic management model

Company Mission – Vision – Mission

statements – formulating mission statements

– social responsibility – stakeholder

approach to social responsibility – guideline

for a socially responsible firm

Analyzing the Business Environment –

External environment – industry level

analysis – internal analysis of the firm –

learning curve and experience curve –

vulnerability analysis – strategic analysis –

the GE nine cell planning grid – Arthur D.

little life cycle approach – SWOT analysis –

profit impact of market strategies –

formulating long term strategies –

behavioural considerations affecting choice

Generic Competitive Strategies – Cost

leadership – differentiation – focus – other

strategic issues – pitfalls of generic

strategies – competitive strategies in

different types of industries – formulating

strategies in an emerging industry –

maturing industries – declining industries

Technology Strategy – The choice of

technologies to develop – technological

leadership or followership – licensing of

Office Circular No. 12 of 2010

technology – formulation of a technological

strategy

Gaining and sustaining competitive

advantage – Defining the value chain – the

value chain and the buyer value –

competitive scope and the value chain –

value chain and the organizational structure

– intellectual property as the competitive

advantage

Formulating e–business strategy – The

challenges of e–business strategy creation:

Top–down analytical planning, Bottom–up

Just–do–it planning, continuous planning

with feedback, – Roadmap to a move a

company into e–business: Knowledge

building, capability evolution, e–business

design

Implementing e–business strategies – e–

business blueprint creation: Why is a

blueprint necessary, e–business blueprint

planning: steps of blueprint planning, A

prioritization blueprint: current way of

prioritizing projects, Types of e–business

projects, The e–business blueprint case:

Preparation of a e–business case, Key

elements of an e–business case,

Communicating to stakeholders,

Communication using best practices, Project

planning checklist, An execution blueprint:

Developing a CRM Execution blueprint,

Quick execution of plans, transition

management, reasons for failure in e–

business initiatives

Schedule of Sessions

Topics Sessions

Pre–Mid

Introduction to Strategic Management 3

Strategic management process 3

Company mission 3

Analyzing the business environment 7

Post–Mid

Generic competitive strategies 5

Technology Strategy 3

Gaining and sustaining competitive

advantage 3

Formulating e–business strategies 3

Implementing e–business strategies 3

Total 33

Office Circular No. 12 of 2010

MARKETING RESEARCH

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : MKE611 Sessions : 33

Objective: This course intends to impart to the students the comprehensive understanding of

Marketing Research for identifying- structuring and solving a marketing problem and the

methods of obtaining relevant information.

Textbook Author/Publication

Marketing Research The Icfai university Press

Reference Books Author/Publication

Marketing Research David J.Luck and Ronald S.Rubin/ Prentice

Hall of India

Marketing Research: Measurement &

Method

Donald S. Tull and Del I. Hawkins/Prentice

Hall of India

Marketing Research David J.Luck – Hugh– Wales & Donald

Research for Marketing Decisions– 5e Paul E Green – Donald S Tull and Gerald

Albaum/ Prentice Hall of India

The essence of Marketing Research Peter M Chisnall– Prentice Hall of India

Marketing Research Donald R Lehmann – Sunil Gupta & Joel

Steckel – Addison –Wesley–1998

Detailed Curriculum

Nature of Marketing Research

Introduction to Marketing Research:

Marketing Research Defined - Need for

Marketing Research - Functions of

Marketing Research - Practice of Marketing

Research- Manager - Researcher

Relationship.

Research Process and Design

Scientific Method: Introduction - Styles of

Thinking - Combination of Induction and

Deduction - Scientific Method and its Major

Characteristics - Scientific Method in

Marketing as Compared to Physical

Sciences - Terminology Used in Scientific

Method- Laws.

Research Proposal and Design:

Introduction -Basic and Applied Research -

What is good Research?- Research

Objectives - Types of Research - Benefits of

Research Design - Research Proposal -

Types of Research Proposal - Structuring the

Research Proposal - Evaluating Research

Proposal.

The Research Process: Introduction - Steps

in the Research Process - Problems in the

Research Process.

Types of Research: Introduction - Use of

Exploratory Research, Design of

Exploratory Studies - Conclusive Research.

Sources and Methods of Collecting Data

Secondary Data: Introduction - The Nature

of Secondary Data - Advantages of

Secondary Data - Disadvantages of

Secondary Data - Evaluating Secondary

Data - Types of Secondary Data.

Commercial Surveys, Audits and Panels:

Introduction-Commercial Surveys – Audits -

Panels - Applications of Commercial

Surveys, Audits and Panels.

Office Circular No. 12 of 2010

Survey Research: Introduction - Types of

Interviews - Types of Surveys - Criteria for

the Selection of a Survey Method -

Importance of the Questionnaire-

Advantages of the Questionnaire Method -

Disadvantages of the Questionnaire Method.

Instruments for Respondent

Communication: Introduction-Instrument

Design - Deciding the Strategy- Deciding

the Analysis Plan - Construction of the

Questionnaire - Drafting and Refining the

Instrument - Pre-Testing - Overcoming the

Instrument Problems.

Experimentation: Introduction-Types of

Experiments on the Basis of Experimental

Settings- Important Terms - Symbolic

Representation - Factors Affecting Validity

in Experimentation- Designs of

Experiments.

Data Collection Errors: Introduction- Field

Work Procedure- Personal Interviews-

Common Sources of Error in Fieldwork.

Measurement in Marketing Research

Measurement in Marketing Research:

Introduction- The Concept of Measurement-

Scales of Measurement- Components of

Measurements- Measurement Accuracy-

Reliability- Validity.

Attitude Measurement: Introduction- The

General Methods of Collecting the Attitude

Data- Specific Methods of Collecting

Attitudinal Data- Direct Response Attitude

Scales: Non- Comparative Rating Scales,

Comparative Rating Scales- Attitude Scales:

The Semantic Differential Scale, Stapel

Scale, Likert Scale – Which Scale to Use?-

Measuring Emotions- Perceptual Mapping.

Observation and Physiological Measures:

Introduction- Behavioral and Non-

Behavioral Observation- Evaluation of

Observational Method- The Observer

Subject Relation- Conducting an

Observational Study- Unobtrusive

Measures- Physiological Measures.

Sampling and Data Analysis

Sampling: Introduction- The Sampling

Terminology- The Need for Sampling-

Characteristics of a Good Sample- Sampling

Designs- Sampling Concepts- Calculation of

Sample Size- Types of Sample Designs.

Preparation and Tabulation of Data:

Introduction - Data Editing - Variable

Development – Coding – Categorizations -

Data Entry - Data Mining.

Tests of Significance: Introduction- Method

of Hypothesis Testing - Parametric Tests -

Chi Square Analysis.

Bivariate Measures of Association:

Introduction - Cross Tabulations - Scatter

Diagrams - Regression Analysis -

Correlation Analysis - Linear Discriminant

Analysis - Automatic Interaction Detector.

Multivariate Measures of Association:

Introduction - Multiple Regressions -

LISREL- Conjoint Analysis - Factor

Analysis- Cluster Analysis.

Analysis of Variance(ANOVA):

Introduction - Univariate ANOVA -

Multivariate ANOVA -ANOVA for

Randomized Block Design - ANOVA for

Latin Square Design - ANOVA with

Interaction - Factoral Design - Analysis of

Covariance.

Marketing Research Reports:

Introduction - Role of the Report - Principles

of Report Writing - The Report Format-

Presentation of Statistics - Oral

Presentations - Evaluation of the Research

Procedure.

Application of Marketing Research

Market Segmentation: Introduction-

Market Segment Descriptors - Segment

Attractiveness Criteria - Market Strategy

Formulation - Methods of Segmentation.

New Product Development: Introduction-

The Design of a Product- Product Testing-

Test Marketing.

Advertising Research: Introduction -

Advertising Objectives and Product Appeals

- Copy Testing- Creative Strategy Research

- Media Selection- Media Scheduling -

Media Audiences - Media Models.

Office Circular No. 12 of 2010

Market and Sales Analysis Research:

Introduction- Market Potential Analysis-

Sales Forecasting: Qualitative Forecasting

Methods, Quantitative Forecasting Method-

Sales Analysis.

Managing Marketing Research and

Ethical Issues

Managing Marketing Research:

Introduction - Managing Marketing

Research Departments - Client’s Research

Management Concerns - Marketing

Research Agencies - Organizational

Structures of Marketing Research

Departments - Resources for Marketing

Research - Client Researcher Interface.

Ethics in Marketing Research:

Introduction- Ethical Issues in Business

Research - Rights of the Client-Issues

Involving the Rights of the Researcher-

Ethical Issues involving the Protection of the

Research Profession-Issues involving

Researchers and Team Members-Corporate

Espionage.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre-Mid Sem

Introduction to Marketing Research 1

Scientific Method 1

Research Proposal and Design 1

The Research Process 1

Types of Research 1

Secondary Data 1

Commercial Surveys- Audits and Panels 1

Survey Research 1

Instruments for Respondents Communication 2

Experimentation 1

Data collection and Errors 1

Measurement in Marketing Research 1

Attitude Measurement 2

Observation and Physiological Measures 1

Post-Mid Sem

Sampling 1

Preparation and Tabulation of Data 1

Tests of Significance 2

Bivariate Measures of Association 2

Multivariate Measures of Association 2

Analysis of Variance {ANOVA} 2

Marketing Research Reports 1

Market Segmentation 1

New Product Development 1

Advertising Research 1

Market and Sales Analysis Research 1

Managing Marketing Research 1

Ethics in Marketing Research 1

Total 33

Office Circular No. 12 of 2010

CONSUMER BEHAVIOR

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : MKE621 Sessions : 33

Objective: This course helps students in knowing the concepts of consumer behavior and their

application in marketing of products and services which are useful for survival in the highly

competitive market environment.

Text Book Author/Publication

Consumer Behavior The Icfai University Press

Reference Books Author/Publication

Consumer Behavior, 5e Leon’g Schiffmann and Leslie Kanuk/

Prentice-Hall, India

Consumer Behavior Peter D Bennet and Harold H

Kassarjian/Prentice-Hall, India

Marketing and Consumer Behavior Research

in The Public Interest

Ronald Paul Hill/ Sage Publications, New

Delhi

Consumer Behavior: Behavioral Aspects of

Marketing Chris Rice/ Butterworth Heinemann

Consumer Behavior: Concepts and

Application

David Loydon Albert Bitta/ Tata Mcgraw

Hill

Detailed Curriculum

Introduction to Consumer Behavior

Consumer Research Quantitative Vs.

Qualitative, Consumer Research Process,

Defining the Research Problem and

Developing Objectives, Exploratory

Research and Analysis, Designing the

Conclusive Research, Data Collection,

Analysis and findings report, Consumer

Research: Good or Bad?

Segmenting Consumers: Defining Market

Segmentation, Bases for Segmentation:

Geographic Segmentation, Demographic

Segmentation, Psychological Segmentation,

Psychographic Segmentation, Socio-Cultural

Segmentation, Use-Related Segmentation,

Use-Situation Segmentation, Benefit

Segmentation, Hybrid Segmentation

Approaches, Criteria for Effective Targeting

of Market Segments, Market Segment

Strategies.

Consumer as an Individual: Motivation:

Definition, Process of Motivation, Dynamic

Nature of Motivation, Motives: Types of

Motives, Classification of Motives: Motives

Identified by Mcguire* Henry Murray,

Theories of Motivation: Maslow’s Theory,

Trio of Needs, Motivational Theories and

Marketing Strategies: Motivational Research

Marketing Strategies Based on Motivation and

Motive Combinations, Involvement:

Antecedents of Involvements and Types of

Involvement, Techniques of Motivational

Research: Qualitative Research Tools in

Motivational Research.

Personality: Definition, and Nature of

Personality, Theories of Personality:

Freudian, Neo-Freudian and Traits Theories,

The Concept of Self: Single and Multiple

Selves, Self and Situational Self, Methods of

Self-Concept Assessment The Concept of

Self: Single and Multiple Selves, Self and

Situational Self, Methods of Self-Concept

Assessment

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Perception and Information Processing:

Definition of Perception, Elements of

Perception: Sensation, Absolute Threshold,

Differential Threshold or Just Noticeable

Difference (JND), Subliminal Perception,

Process of Perception and Information

Processing: Exposure, Attention,

Interpretation, Consumer Imagery: Product

Image, Service Image, Perception in

Marketing: Brand Development and

Perceptual Mapping, Retail Stores.

Learning: Definition of Learning and

Characteristics of Learning: Motivation,

Cues, Response, Reinforcement, Behavioral

Learning Theories: Classical Conditioning,

Instrumental Conditioning, Cognitive

Learning Theories: Information Processing,

Theory of Involvement, Brand Loyalty:

Brand Equity, Product Positioning, and Brand

Leverage.

Attitude: Characteristics of Attitude,

Functional Theories of Attitude: Utilitarian,

Value-Expressive, Ego-Defense, Knowledge,

Combination of Function, Attitude Model,

Formation of Attitude: Classical Condition,

Instrumental Conditioning, Cognitive

Learning Theory, Measurement of Attitude:

Semantic Differential Scale, Likert Scale,

Theories of Attitude Development: Theory of

Cognitive Dissonance, Self-Perception

Theory, Social Judgment Theory, Balance

Theory, Attitude Change, Involvement:

Strategies Followed by Marketers to Increase

The Involvement of Consumers.

Consumer in Social Context

Reference Groups and Opinion Leadership:

Definition and Importance of Reference

Groups, Defining Opinion Leadership:

Dynamics of Opinion Leadership, The

Motivation Behind Leadership, Types of

Opinion Leaders, Identifying an Opinion

Leader: Self-Designing Method,

Sociometric Method, Key Informant Method

Objective Method, Communication and

Opinion Leadership: Creating Buzz.

Family Influences: Defining Family, Types

of Family Structures, Nontraditional

Households, Pets as Family Members, Role

of Family, Family Lifecycle: Traditional Flc,

Non-Traditional Flc, Family Decision

Making: Household Decisions, Sex-Role

and Decision Making, Children as Decision

Makers

Social Class and Consumer Behavior:

Defining Income, Defining Social Class,

Social Stratification: Social Class in India,

Social Class Mobility, Social Class

Measurement: Subjective Approach,

Reputational Approach, Objective

Approach, Problems with Measurement of

Social Class Geodemographics Clustering,

Social Class and Consumer Behavior:

Cultural Capital, The Affluent Consumer,

Old Money and The Nouveaux Riche,

Techno Class, Status Symbol.

Cultural Influences: Defining Culture, the

Dynamics of Culture, Measuring Culture:

Content Analysis, Consumer Fieldwork,

Value Measurement Survey Instruments,

Core Values, Defining Sub-Culture,

Defining Cross-Cultural Influences: Country

of Origin Effects, Targeting Consumers

across Cultures, Global Versus Local, Cross-

Cultural Marketing Mistakes

Consumer as Decision Maker

Diffusion of Innovation: The Diffusion

Concept: Innovation, Channels of

Communication, Social System, Time a

Profile of Consumer Innovator: Innovator as

an Opinion Leader and Change Leader

Consumer Decision Making: Defining

Consumer Decisions, Consumer as Decision

Makers: Types of Consumer Decisions,

Consumer Decision Making Process:

Problem Recognition, Information Search,

Alternative Evaluation and Selection,

Modeling Consumer Decision-Making:

Howard-Sheth Model of Buying Behavior,

The Nicosia Model, Engel-Blackwell-

Miniard Model.

Consumer in Market Place: Introduction

to Retailing, The Retail Scene in India,

Unconventional Sources of Purchase,

Office Circular No. 12 of 2010

Factors Affecting Outlet Selection: Store

Image, Store Brands, Retail Advertising and

Promotion, Store Location, Perceived Risk

Shopping Orientation, In-Store Influences:

In-Store Displays. Markdown and Price

Promotions, Store Atmosphere, Stock-Outs,

Sales Staff, Final Transaction.

Post Purchase Behavior: Defining Post-

Purchase Consumer Behavior, Consumer’s

Post Purchase Dissonance: Product Usage,

Disposal, Product/Service Evaluation and

Consumer Satisfaction/ Dissatisfaction:

Consumer Complaint Behavior, Satisfaction

and Brand Loyalty, Loyalty Marketing.

Organization as Consumer: Nature of

Organizational Buying: Organization’s

Business Center, Organizations’ Buying

Situations, Organizational Buying Process:

Problem recognition, Need Description,

Product Specification, Supplier Search and

Evaluation, Proposal Solicitation, Supplier

Selection, Order and Post-Purchase

Evaluation, Factors Influencing

Organizational Buying Behavior: Internal

Factors and External Factors.

Consumer and Marketer

Marketing Communication and

Persuasion: Nature of Communication:

Elements of Communication, Factors

Affecting Communication: Credibility of the

Source, Comprehension and Mood of the

Receiver, Barriers to Communication.

Developing Persuasive Communication: The

Target Audience, the Objective, the Message

Design, the Media.

Marketing Regulation: Concerns of the

Consumers: Consumerism, Privacy

Concerns, Impact of Advertising, Social

Marketing, Marketing to Children, Concerns

of the Marketers: Consumer Fraud,

Consumer Terrorism Anti-Consumption,

The Role of Government and Non-

Government Bodies: Government

Regulations, The Advertising Standards

Council of India, Consumer Action Groups.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre – Mid Sem

Consumer Research 2

Segmenting Consumer 2

Motivation 2

Personality 2

Perception 2

Learning 2

Attitude 2

Reference Groups and Opinion

Leadership

Post – Mid Sem

Family Influences 2

Social Class and Consumer Behavior 1

Cultural Influences 2

Diffusion of Innovation 2

Consumer Decision Making 2

Consumer in Market Place 2

Post Purchase Behavior 1

Organization as Consumer 2

Marketing Communication and

Persuasion

Marketing Regulation 2

Total 33

Office Circular No. 12 of 2010

SERVICES MARKETING

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : MKE631 Sessions : 33

Objective: The course is designed to fulfill the following objectives:

i) To enable students to build a sound theoretical and practical understanding of the Service

Marketing and the expectations of the customers from the service providers.

ii) To develop an understanding of all the marketing mix for services and a clear distinction

from the marketing mix of product and how to develop the different types of strategies for

service marketing.

iii) To learn specifically the different marketing strategies for different service-specific

industries.

Text Book Author/Publication

Services Marketing The Icfai University Press

Reference Books Author/Publication

Services Marketing Valerie Zeithaml & Mary Jo Bitner/ Tata

McGraw-Hill

Services Marketing, 3e Christopher Lovelock- Prentice Hall/

International Edition

Marketing Services: Competing Through

Quality Leonard L berry and A Parasuraman

Services Marketing Text & Cases Rajendra Nargandkar/ Tata McGraw Hill

Services Marketing Text & Readings, Indian

Perspective Ravi Shankar/ Excel Books

Services Marketing Helen Woodruffe/ Macmillan India Ltd

Detailed Curriculum

Introduction to Services Marketing

Understanding Services: Factors

Influencing the Growth of the Service

Sectors: Demographic Changes, Social

Changes, Economic Changes, Technological

Changes, Political and Legal Changes,

Policy Changes-Services Defined-

Tangibility Spectrum - Characteristics of

Services: Intangibility, Heterogeneity,

Inseparability and Perishability - Generic

Difference Between Goods and Services:

Nature of the Product, Problems in Quality

Control, Involvement of the Customer in

Production and Delivery, Absence of

Inventories, Structure and Nature of

Distribution Channels, Importance of

Prompt Service, Difficulty in Evaluating

Service Quality- Classification of Services:

Degree of Involvement of Customer, Service

Tangibility, Skills and Expertise Required,

The Business Orientation of Service

Provider, The Type of End-User -

Developing Frameworks for Analyzing

Services - Myths About Services.

The Nature of Services Marketing:

Evolution of service firms - A different

approach for marketing services: narrow

definitions of marketing, Lack of

Appreciation for Marketing Skills, Different

Organizational structures, Problems in

Determining Costs for Pricing, Constraints

and Opportunities for Not-for-Profit

Office Circular No. 12 of 2010

Organizations, Other Challenges- The

Services Marketing Triangle – The

Services Marketing Mix: People, Physical

Evidence, Process - Key marketing issues

before a service organization: Managing

Differentiation, Managing Productivity,

Managing Service Quality - New Avenues

in Services marketing.

The Customer Experience

Consumer Behavior in Services:

Differences Between Characteristics of

Goods and Services: Search Qualities,

Experience Qualities, Credence Qualities-

Consumer Decision-Making Process: Need

Perception, Search for Information and

Perceived Risk, Evaluation of Alternatives,

Purchase Behavior and Post Purchase

Evaluation– External Factors Influencing

Consumer Behavior- Implications for

Service Providers.

Customer Expectations and Perceptions:

Understanding Customer Requirements –

Customer Expectations-Types of Service

Expectations - Factors that influence

Customer Expectations of Service: Desired

Services, Adequate Services, Both Desired

and Predicted Service Expectations, Criteria

to Evaluate a Service Based on Customers

Service Expectations- Managing Customer

Service Expectations: Managing Promises,

Reliability- “Getting it right the first time”,

Effective Communication- Exceeding

Customer Service Expectations- Customer

Perceptions- Factors that Influence

Customer Perceptions: Service Encounter,

Service Evidence, Image, Price- Strategies

for influencing Customer Perceptions.

Listening To Customers: Using Marketing

Research in Services- Approaches to

Services Research: Post Transactional

Surveys, Customer Complaint, Comment

and Inquiry Surveys, Total Market Surveys,

Employee Surveys- Stages in Marketing

Research - Use of Marketing Research

Information - Upward Communications.

Strategic Issues in Service Marketing

Market Segmentation and Targeting:

Market Segmentation in Services:

Undifferentiated Marketing Approach,

Differentiated Marketing Approach,

Concentrated Marketing Approach- Bases

for Market Segmentation: Demographic,

Geographic, Psychographic, Behavioristic -

Requirements for Effective Segmentation:

Measurability, Accessibility,

Substantiability, Actionability- Process of

Market Segmentation- Market Targeting in

Services: On What Basis Do Marketers

Target the Identified Segments? Targeting

Strategies- Mass Customization: What are

the Factors that Companies Need to

Consider before adopting Mass

Customization? What Are The Various

Approaches To Mass Customization?

Positioning and Differentiation of

Services: Definition and Concept-

Positioning Strategies - Value Chain in

Services- Differentiation - Role of

Positioning in Marketing Strategy- Steps in

Developing a Positioning Strategy:

Determining Levels of Positioning,

Identification of Attributes, Location of

Attributes on Positioning Map, Evaluating

Positioning Options, Implementing the

Position.

Managing Demand and Capacity:

Concept of Demand: Contraction and

Recession, Expansion or Boom,

Technological Developments,

Demographics, Natural and Other Disasters-

Demand Patterns: Sketching Demand

Patterns, Foreseeable Cycles, Random

Demand Variations, Demand Patterns by

Market Segment- Capacity Constraints-

Strategies to Match Demand and Capacity:

Demand Shift, Adjusting Capacity to Meet

Demand- Creating Demand Inventory:

Queuing System, Reservation System- Yield

Management : Yield Management Process,

Application Areas of Yield Management,

Benefits of Yield Management.

Services and the Marketing Mix

The Marketing Mix Elements: Marketing

Mix in Traditional Marketing- Inadequacy

of Four Ps- Expanded Marketing Mix:

Product, Pricing, Promotion, Place, People,

Process, Physical Evidence.

Office Circular No. 12 of 2010

Product: Packaging the Service: Service

Product Level: The Core Product, The

Actual Product, The Augmented Product,

The Potential Product- Service Product

Decisions: Market Penetration, Market

Development, Product/Service

Development, Diversification- Branding in

Services: Types of Branding- Categories for

New Service Development- New Service

Development Process- Product Life Cycle:

Introduction, Growth, Maturity, and

Decline.

Pricing Services: Key Characteristics of

Pricing in Services- Pricing Objectives-

Approaches to Pricing Services: Cost Based

Pricing, Market Oriented Pricing or

Demand-Based Pricing, Competition Based

Pricing- Incorporating Perceived Value into

Service Pricing- Value Strategies in Pricing

of Services: Satisfaction Based Pricing,

Relationship Pricing, Efficiency Pricing-

Issues in Pricing of Services.

Promotion and Communication of

Services: Importance of Communication

and its Types: Internal Communication,

External Communication- Communication

Issues for Service Marketers- Objectives of

Promotions- Elements of the Promotion

Mix: Personal Selling, Advertising, Sales

Promotion, Publicity and Public Relations

(PR), Direct Marketing- Promotional

Strategies for Services- How to Design a

Service Promotion- Strategies for Effective

Promotion.

Place in Services: Significance of Location-

Channel Decisions- Direct Distribution-

Types of Intermediaries for Service

Delivery: Franchising, Agents and Brokers,

Electronic Channels- Strategies for Effective

Service Delivery through Intermediaries:

Control Strategies, Empowerment strategies,

Partnering Strategies.

People in Services: Classification of

Service Personnel- Problems Faced by

Service Personnel- Types of Conflict in

Service Organizations: Individual-Role

Conflict, Customer-Employee Conflict,

Inter-Employee Conflict, Client-

Organization Conflict, Inter-Client Conflict-

People Strategies: Attracting the Best

Talent, Motivation, Training, and Retaining.

Process in Services: Characteristics of

Service Process Design and Implementation

- Types of Process: Line or Flow

Operations, Job Shop Process-Planning a

Service Process- Service Blueprinting:

Elements of Blueprinting, Reading a Service

Blueprint, Developing a Service Blueprint-

Factors Influencing Process Efficiency:

Planning, Service Personnel, Technology,

Location and Décor, Customer’s Role-

Service Positioning Through Structural

Change: Reduced Complexity, Increased

Complexity, Reduced Divergence, Increased

Divergence.

Physical Evidence in Services: Elements of

Physical Evidence - Types of Physical

Evidence: Essential Evidence, Peripheral

Evidence- Significance of Physical

Evidence.

Maximizing Services Marketing Potential

Relationship Marketing: Relationship

Marketing Defined- Benefits of Relationship

Marketing: for the Firm, To Customers-

Relationship Marketing and Transactional

Marketing- Six Markets Model: Customer

Markets, Internal Markets, Supplier

Markets, Referral Markets, Recruitment

Markets, Influence Markets- Strategy in

Relationship Marketing Management:

Mission and Vision, SWOT Analysis,

Strategy Formulation, Quality and

Relationship Marketing- Retention

Strategies: Four Level Retention Strategy,

Monitor Relationships, Value Addition to

the Service- Increased Customer Contact:

Enhanced Customer Service- Recovery of

Customers: Rack and Anticipate Recovery

Opportunities, Solve Problem Quickly,

Train and Empower Front Line Employees-

Communication and Relationship

Marketing: The Four R’s of Rewarding

Relationship.

Office Circular No. 12 of 2010

Internal Marketing: Definition of Internal

Marketing- The Role of Internal Marketing-

Components of Internal Marketing Program-

Developing and Implementing an Internal

Marketing Program: Recruitment and

Selection, Motivation, Education and

Training, Coordination, Empowerment,

Rewards, Communication, Knowledge

Sharing through Knowledge Management.

Supplementary Services: Importance of

Supplementary Services- Classification of

Supplementary Services: Offering

Consultation, Hospitality, Safekeeping of

Customer Belongings, Providing

Information to Customers, Taking Orders

from Customers, Payments, Billing- Special

Services- Implications of Supplementary

Services: Designing Special Packages,

Outsourcing Non-Core Services, Converting

Supplementary Services into Core Services.

Challenges for Senior Management

Developing and Managing the Customer-

Service Function: Customer-Service

Definition- Improving Customer-Service –

Technology to Improve Customer Service -

Customer-Service Management Cycle –

Offering Supplementary Services in

Addition to Core Service- Enhancing

Customer-Service through Improved Service

Delivery Process: Factors Influencing

Service Delivery- Steps To Implement an

Effective Customer-Service Program.

Marketing Planning for Services:

Marketing Planning Process: Establishing

Strategic Context, Situation Review,

Marketing Strategy Formulation, Resource

Allocation and Detailed Planning.

Service Quality: Definitions of Quality and

its Significance- Measuring Service Quality-

Service Quality Gap Model- Service Quality

Standards- Benchmarking – Total Quality

Management- Strategies for improving

Service Quality- Monitoring Service

Quality.

Globalization of Services: The Growth in

Global Service Markets - Factors influencing

Globalization: Social Factors, Technology,

Political Conditions, Competition in the

Market, Competitive Advantage, Regulations

in Home Country, Lack of Demand in Home

Country- Overseas Market Entry Decisions:

Exporting, Turnkey Projects, Licensing,

Franchising, Joint Ventures, Strategic

Alliance, Wholly Owned Subsidiaries,

Mergers and Acquisitions, Piggyback-

Assessing Globalization- Challenges in the

Global Market: Legal Barriers, Cultural

Barriers, Financial Barriers- Factors

Influencing Success of Global Service Firm-

Prospects for the Global Marketing of

Services.

Marketing Service-Specific Industries

Tourism & Travel Services Marketing

(Hotel, Tourism& Transportation

Services): Hotel Industry: Major

Characteristics of Hotel Industry- Market

Segmentation: Geographic, Demographic-

Marketing Strategy- Marketing Mix- Recent

Trends in Hotel Industry- Hotel Industry in

India. Tourism Industry: Characteristics of

Tourism Industry- Market Segmentation-

The Tourism Marketing Mix- Recent Trends

in Tourism- Tourism Industry in India.

Transportation Industry: Characteristics of

the Industry- Transportation Marketing Mix-

Transportation Industry in India.

Marketing of Financial Services

(Banking, Insurance, Mutual Fund&

Portfolio Management Services): Banking

Industry: Definition- Market Segmentation

in Banking Industry- Marketing Mix- Recent

Trends in Banking. Insurance Industry:

Market Segmentation in Insurance Industry-

Marketing Mix for Insurance Industry-

Recent Trends in Insurance Marketing.

Mutual Fund Industry: Definition- Market

Segmentation- Marketing Mix of Mutual

Fund Industry- Recent Trends in Mutual

Fund Industry. Portfolio Management:

Definition of Portfolio Management- Market

Segmentation and Marketing Mix- Recent

Trends in Portfolio Management Industry in

India.

Office Circular No. 12 of 2010

Communication and Information Services

(Telecom& Courier Industries): Telecom

Industry : Characteristics of Telecom

Industry- Market Segmentation- Marketing

Strategy- Marketing Mix- Recent Trends in

Telecom Industry- Future of Telecom

Industry in India. Courier Industry:

Characteristics of Courier Industry- Market

Segmentation- Marketing Strategy-

Marketing Mix- Recent Trends in Courier

Industry – Indian Courier Industry.

Media Services Marketing (Broadcasting,

Entertainment & Print Media

Industries): Broadcasting Services: Media

Services and Broadcasting- Consumer

Behavior in Response to Broadcasting

Services- Market Segmentation in

Broadcasting- Marketing Strategy of

Broadcasting Firms- Marketing Mix for

Broadcasting Services- Recent Trends in

Broadcasting- Broadcasting Industry in

India. Entertainment Services: Market

Segmentation in Entertainment- Marketing

Strategy for Entertainment Firms- Marketing

Mix for Entertainment Services- Recent

Trends in Entertainment- Entertainment

Industry in India. Print Media:

Characteristics of Print Industry- Marketing

Segmentation- Marketing Strategy-

Marketing Mix- Recent Trends- Print

Industry in India.

Professional Services Marketing (IT

Services, Consultancy, Healthcare,

Advertising &Retailing Industries): IT

Industry: Evolution of IT Services- Market

Segmentation- Market Strategy- Marketing

Mix-IT Industry in India: Challenges before

the Indian IT Industry. Consultancy

Services: Characteristics of Consultancy

Industry- Market Segmentation and

Strategy- Marketing Mix- Challenges before

the Indian Consultancy Industry. Healthcare

Services: Market Segmentation- Marketing

Strategy- Marketing Mix- Recent Trends in

Indian Healthcare Industry. Advertising

Services: Evolution of the Advertising

Industry- Segmentation & Marketing

Strategy- Marketing Mix- Advertising

Industry in India. Retailing Industry:

Characteristics of Retailing Industry- Market

Segmentation- Marketing Strategy-

Marketing Mix- Recent Trends- Retailing

Industry in India.

Marketing of Education Services:

Classification of Education Services- Market

for Educational Service- Characteristics of

Education Services and Implications for

Marketing- Education and Strategic

Marketing- Marketing Mix and Education

Service- Technology and its Role in

Education- Education in India.

Charities Marketing: The Role of

Marketing in Charities- Business Functions

in Charities Marketing- Management Tasks

in Charities Marketing- Marketing Planning

and the Marketing Mix- Charity

Organizations in India.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre-Mid Sem

Understanding Services 2

The Nature of Services Marketing 2

Consumer Behavior 1

Customer Expectations and Perceptions 2

Listening to Customers 1

Market Segmentation and Targeting 1

Positioning and Differentiation of Services 2

Managing Demand and Capacity 1

Marketing Mix Elements 1

Product: Packaging the Service 2

Pricing in Services 1

Post-Mid Sem

Promotion and communication of services 2

Place in Services 1

People in Services 1

Process in Services 1

Physical Evidence in Services 1

Relationship Marketing 2

Internal Marketing 1

Supplementary Services 1

Developing and Managing the Customer-Service

Function 2

Marketing Planning for Services 2

Service Quality 1

Globalization of Services 1

Marketing Service-Specific Industries 1

Total 33

Office Circular No. 12 of 2010

INTEGRATED MARKETING COMMUNICATION

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : MKE641 Sessions : 33

Objective: The course is designed to achieve the following objectives:

i) To enable students to build a sound theoretical and practical understanding of the

formulation pf promotional strategy and the management of the marketing

communication process.

ii) To develop an understanding of the economic and creative justification for marketing

communications and

iii) To be sensitive to legal and ethical consideration in the formulation and the

implementation of marketing communication strategy.

Text Book Author/Publication

Marketing Communication Strategy The Icfai University Press

Reference Books Author/Publication

Advertising Management, 5e David A Aaker, John G Myers and Rajeev

Batra / PHI

Advertising communications and Promotion

Management Rossiter and Percy / Tata McGraw Hill

Advertising and Promotion Management, 2e John R Rossiter & Larry Percy / McGraw-

Hill

Strategic Marketing Communications: New

Ways to Build and Integrate

Communications

Paul Smith, Chris Berry and Alan Pulford /

Kogan Page, UK

Principles of Advertising & Integrated

Marketing Communication – 2005e Tom Duncan /Tata McGraw Hill

Detailed Curriculum

Developing a Theoretical Understanding

of Marketing Communications

Marketing Communication Strategy -An

overview:

Marketing Communication - An

Overview: Marketing Communications,

Marketing Communication Mix, Factors

Affecting the Marketing Communication

Mix - Marketing Communications Process.

Consumer Buying Behavior: Problem

Recognition – Information Search --

Alternative Evaluation - Purchase Decision-

Post Purchase Evaluation- Learning.

Modelling for Marketing

Communication: Evolution of

Communication Models - Models of

Marketing Communication.

Managing the Marketing

Communications Process:

Marketing Communication Planning

Process: Marketing & Marketing

Communications - Marketing

Communications Plan - Situational Analysis

- Marketing Communication Objectives -

Budget Planning - Developing a Marketing

Communications Program - Evaluation and

Control of Marketing Communication

Programs.

Marketing Communications Research:

Market Research Process - Marketing

Communications Research - Advertising

Research - Sales Promotion Research -

Direct Marketing Research - Public

Relations Research - Media Research.

Office Circular No. 12 of 2010

Advertising Objectives and Planning:

Advertising Plan - The Briefing Process –

The Advertising Production Process.

Successful Marketing Communications

Strategies:

Creative Strategy: Creative Strategy -

Advertising Appeals - Creative Format - The

Creation Stage - Copy Testing and

Diagnosis.

Media Planning: Environmental Analysis -

Media Objectives - Media Strategy -

Implementation of Media Plan -

Management Science and Media Planning

Models.

Other Issues in Advertising: Comparative

Advertisement - Corporate Advertising -

Web Advertising - Organization of

Advertising Function - The Advertising

Agency - Types of Advertising Agencies -

Agency Compensation

Mass Media Promotions: News Papers

and Advertising - Magazines and

Advertising - Radio and Advertising -

Television and Advertising. 11. Outdoor

Advertising: Outdoor Advertising - Types of

Outdoor Media - Benefits of Outdoor

Advertising.

Sales Promotion Strategy: Reasons Behind

Growing Importance of Sales Promotions -

Types of Sales Promotions Objectives of

Sales Promotion - Planning Sales Promotion

Program.

Personal Selling: Personal Selling - Types

of Personal Selling - Personal Selling

Process - Integration of Personal Selling

with Other Elements of the Marketing

Communication Mix - Performance

Evaluation of Personal Selling Efforts.

Public Relations: Public Relations - Types

of Public Relations - The Process of PR -

Measurement and Evaluation of PR

Effectiveness - Tools for Measuring PR

Effectiveness - Role of Public Relations in

Crisis Management.

Direct Marketing: Growth of Direct

Marketing – Database and Direct Marketing

- Direct Marketing Campaign Process -

Direct Media - Advantages and

Disadvantages of Direct Marketing.

.Integrated Marketing Communication:

Definition of Integrated Marketing

Communications - Drivers for Integrated

Marketing Communications - Integration

Process of Marketing Communications -

Barriers to IMC - Ways for Successful

Implementation of IMC.

Marketing Communications Budgeting:

Relationship between Communication

Budget and Sales - Marketing

Communication Budgeting Methods -

Allocation of Communications Budget -

Communications Budgeting Process.

Measuring Promotional Performance:

Advantages and Disadvantages - Promotion

in Perspective - Measuring Advertising

Performance - Measuring Sales Promotion

Performance - Measuring Public Relations

Performance - Measuring Personal Selling

Performance - Measuring Direct Marketing

Performance.

International Marketing

Communications:

Global Marketing Communications:

Emergence of International Marketing -

International Marketing Environment -

Standardization v/s Adaptation -

Development of an International Advertising

Strategy - Other Promotional Elements in

Global Marketing Communications.

Wider Issues of Marketing

Communications:

Brand Management: Brands and Their

Significance - Role of Brands - Branding

Strategies - Brand Equity - Brand Loyalty -

Brand Awareness- Perceived Quality -

Brand Associations - Branding and

Marketing Communications- International

Branding Considerations - Brand

Management during Recessions- Corporate

Image and Brand Management.

Ethics in Marketing Communications:

Social Responsibility - Ethics in

Advertising - Ethics in Sales Promotion -

Ethics in Advertising Research - Ethics in

Advertorials and Infomercials – Regulations

- The Economic Effects of Advertising.

Office Circular No. 12 of 2010

Schedule of Session

Topics Sessions

Pre-Mid Sem

Marketing Communication-An overview 2

Consumer Buying Behavior 2

Modelling for Marketing

Communication 2

Marketing Communication Planning

Process

Marketing Communications Research 2

Advertising Objectives and Planning 1

Creative Strategy 2

Media Planning 2

Other Issues in Advertising 1

Post-Mid Sem

Mass Media Promotions 1

Outdoor Advertising 1

Sales Promotion Strategy 2

Personal Selling 1

Public Relations 1

Direct Marketing 2

Integrated Marketing Communications 1

Marketing Communications Budgeting 1

Measuring Promotional Performance 2

Global Marketing Communications 1

Brand Management 3

Ethics in Marketing Communications 1

Total 33

Office Circular No. 12 of 2010

RETAIL MANAGEMENT

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : MKE651 Sessions : 33

Objective: The course is designed to fulfill the following objectives:

i) To enable students to build a sound theoretical and practical understanding of the concept

of Retail Marketing, Retail Business and the Retail Customers.

ii) To develop an understanding of different types of Retail Strategies, the Economic and

Functional aspects of Retailing and

iii) To be sensitive to legal and ethical consideration in the formulation and the

implementation of different retail strategies.

Text Book Author/Publication

Retail Management The Icfai University Press

Case Studies in Retail Management Volume II The Icfai University Press

Reference Books Author/Publication

Retail Management a Strategic Approach Berman, Barry and Joel R Evans/ Prentice

Hall, Seventh edition, 1998

Economic Times intelligence Group Retail The Economic Times Knowledge Series

Retail Management Hasty and Ron James Reardon /McGraw

Hill, International Edition, 1997

Retailing Management, 3e Levy, Michael Barton A. Weitz- Irwin

/McGraw Hill

Detailed Curriculum

Introduction to Retailing

Retailing- An Overview: Definition and

scope- Retailer- Evolution of retailing

industry - Factors behind the change of

Indian Retailing industry- Economic growth

Retailers’ role in distribution channelsbenefits

of retailing- Retailing Environment

- The legal Environment Economic

Environment, technological Environment,

competitive environment.

Retail institutions: Theories of institutional

change: wheel of retailing, dialectic process,

retail accordion, natural selection.

Classification of retailers: Store based and

Non - store based retailers

Understanding the Retail Customer: The

Market Structure: structure of buying

population and their behavior. Population

Analysis: immigration and emigration, Race

and ethnicity, Demographic Analysis

Geographic Analysis: regional markets,

metro geography, Non-metro geography,

Consumer buying behavior- buying

consideration, buying Situations. Buying

Centers- Buying influences, consumer

buying process, Types of consumer decision

making, Buying Scenes.

Retail Strategy

Retail Market Strategy: Definition of retail

market Strategy- Target Market and retail

Format- building sustainable competitive

advantage: location, merchandise, price,

service, communication achieving. Strategic

positioning, nature of strategic planning.

Strategic planning process: Developing the

mission, establishing objectives, situational

analysis, identifying strategic alternatives,

selecting the target markets, obtaining

resources needed to compete, developing

Office Circular No. 12 of 2010

positioning strategy, implementation,

evaluation and controlling.

Financial Strategy: Strategic profit Model -

Overview, Income Statement: sales Cost of

Goods sold, gross margins, expenses, net

profit. Balance Sheet: Assets, Liabilities and

owners equity. The Strategic Profit Modelreturn

on Assets, return on net worth,

improving financial performance, setting

performance objectives. Performance

Measures: types of Performance measures.

Store location and site evaluation:

Selecting the store location, market area

analysis, factors affecting attractiveness of

market areas and trade areas, Estimating

Sales potential, Trade area analysis,

measurement and definition of trade area,.

Site evaluation and selection: types of

locations, choosing general location, Multi

attribute weighted Check list.

Retail organization and Management:

Designing a retail organization structure:

defining organizational objectives, identifying

organizational tasks. Principles of retail

organization design: Specialization and

departmentalization, authority and

responsibility, utility of command, span of

control. Forms of retail organization: levels of

organization, retail organization structure:

independent store organizational structure,

department store organizational structure,

chain store organizational structure- Legal

forms of Retail Organization: Sole

proprietorship, partnership, corporation.

Merchandise Management

Merchandise assortment planning:

Organizing the buying process by

categories: category management process,

the Buying organization, setting financial

objectives Sales forecasting: Category life

cycles making a sales forecast, Assortment

planning process: need for trade-off between

variety, assortment and product availability,

Assortment plan Product mix trends:

Shotgun merchandising, rifle merchandising

Purchasing systems: Purchasing system for

Fashion merchandise: merchandise budget

plan, evaluating the merchandise budget

plan, Open-to-Buy, Evaluating Open to Buy,

staple merchandise purchasing system:

Inventory management reports, Assigning

merchandise to stores: Analyzing

merchandise performance: ABC analysis,

sell-through analysis, multi attributes

method.

Merchandise purchasing: Merchandise

purchasing, branding strategies:

Manufacturer brands, private label brands,

reason for launching Private labels. Global

Sourcing Decisions: country of origin effect,

foreign exchange fluctuations, tariffs Free

Trade Zones, Inventory carrying costs,

transportation costs, managerial issues in

global sourcing decisions, the merchandise

purchasing and handling process:

Merchandise purchasing process,

merchandise handling

Merchandise pricing: Setting the retail price:

Price setting objectives, price setting

determinants- pricing strategies and

practices, EDLP, High/low pricing

Adjustments to the initial retail price-

Markdown, Markdown Cancellations,

Additional markups, additional markups

cancellation-Laws governing retail pricing.

Retail promotion mix: Promotion- Retail

promotion program, methods for

communicating with customers: advertising,

sales promotion, public relations, personal

selling, store atmosphere planning, Retail

communication program;

Thumb rule method- Assigning the

promotional budget, Implementing the

advertising programs, creating message,

selecting advertising media, determining the

frequency and timing of advertising,

evaluating the effectiveness of

advertisement, Implementing the sales

promotion and publicity program.

Managing the Retail Store

Store management: Store management, Role

of Store managers, Retail Personnel

Management Process, legal and ethical

issues in managing store personnel, cost

controls, reducing inventory shrinkage,

detecting and preventing shoplifting.

Store layout, design and visual

merchandise: Creating a store image,

creating a buying environment, The

Exterior: marquee, entrance, door types,

walk ways, display windows, size of

Office Circular No. 12 of 2010

building, colors and materials Theft

preventions, Store: interiors, Merchandise

presentation techniques, visual

merchandising Store security, supplier

pilferage, credit management.

Customer service: Gaining Strategic

advantage through customers, nature of

customer service, customer service

strategies, types of customer services, model

for improving the quality of service, service

recovery.

Retail selling: Role of Retail Sales person-

Retail promotion mix, requirement for

effective selling, Retail selling Process,

Evaluation of sales person.

Information system and Logistics:

Retailing: the role of information,

information flow, information sources:

internal-External, Retail information system

(RIS), Information system in retail logistics,

pull-push logistics strategies Strategic

advantage of information systems in retail

logistics, Quick response delivery system,

Warehousing.

Contemporary Issues in Retailing

Ethical and Legal issues in retailing:

Focus on the customer-dealing with ethical

issues, Company ethics programs-Social

responsibility, Environmental orientation,

consumer relation and employee relations.

Careers in retailing: Getting into Retail

Industry, Personality Traits of retailers.

Aspects of retailing career, Employment

opportunities, career in Retailing, ownership

opportunity.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre – Mid Sem

Retailing-An Overview 2

Retailing Institution 2

Understanding the Retail Customer 3

Retail Market Strategy 2

Financial Strategy 2

Store Location and Site Evaluation 2

Retail Organization and Management 1

Merchandise Assortment Planning 2

Post – Mid Sem

Purchasing System 2

Merchandise Purchasing 2

Merchandise Pricing 2

Retail Promotion Mix 2

Store Management 1

Store Layout Design and Visual

Merchandising 2

Customer Service 1

Retail Selling 1

Information Systems and Logistics 2

Ethical and Legal Issues in Retailing 1

Careers in Retailing 1

Total 33

Office Circular No. 12 of 2010

MONEY AND BANKING

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : BKE611 Sessions : 33

Objective: The course aims at providing the students with knowledge of the money, banking

and the credit management sectors in the economy and their operational uses.

Text Book Author/Publication

Money & Banking The Icfai University Press

Reference Book Author/Publication

Economics of Money Banking and Financial

Markets

Frederic S Mishkin / Addision -Wesley

Publishing

Principles of Money, Banking and Financial

Markets

Lawrence S Ritter, William L Silber, Gregory

Fudell /Longman Science & Technology

Money, Banking and Financial Markets Lloyd B Thomas/McGraw Hill Primis

Custom Publishing

Detailed Curriculum

Money Kinds, Functions and

Significance: Barter system- What is

money?-Evolution and kinds of money-

Money and near money- Functions of

money in modern economy-Money, income,

wealth and finance: A distinction-

Significance of money in capitalist

economy-Defects of money.

Indian Money Markets: Money markets-

The composition of the Indian money

market-Features and weakness of India

money market-The reforms of the Indian

money market-The Bill market in India.

Demand and supply of money and

theories of interest- Demand for money-

Supply of money-Factors affecting money

supply (M3) in India-Reserve money and the

money multiplier in India-Functions of the

rate of interest –The classical theory of

interest-Liquidity Preference theory of

interest- Loanable funds theory of interest-

Modern theory of interest.

Inflation and Deflation: Meaning and kinds

of inflation-consequences of inflationcontrol

of inflation-Inflation with a under

developed economy-Deflation-inflationary

and deflationary (Recessionary) Gaps.

Theory of Money and prices:

Measurement of value of money: Index

number-Quantity theory of money-

American and Cambridge and quantity

equations-Transactions: Velocity of money-

Income velocity of money and the level of

prices-Keynesian theory of money-Milton

Freidman’s Modern quantity theory of

money.

Monetary and fiscal policies and

employment: Monetary and fiscal policies-

Business stabilization, Full employment-and

monetary policy- Fiscal policy, inflation and

full employment.

Financial intermediation: Importance of

savings in economic growth- The concept of

financial intermediation-The kinds of

intermediation- The concept of financial

Disintermediation – Financial intermediation

in Indian context-The role of credit market

in an Economy- The Indian credit market-

Banking operations and the Business of

banks in India.

Indian financial system: Structure and

Functions: Financial system – Role of

financial system in economic development-

Financial markets-Money markets –Debt

markets- Capital markets- Market regulators.

Office Circular No. 12 of 2010

Commercial Banking: Functions

commercial banks- Branch banking-

Universal banking – Investment policy of

commercial banks-Bank Credit and Bank

Deposits-Credit creation- Credit planning in

India.

Sources and uses of funds in a Bank: A

banks Balance sheet statement of sources

and uses- A banks profit and loss accountbooks

of accounts in banks.

Principles of Banking: Banker and

customer definition –Relationship between

banker and customer- Rights of the banker-

Special lean Attachable debt- Obligations of

the banker-Customers- Duties of the

customer- Bankers book evidence act-

Principles of good lending.

Rural finance and rural banking in India:

Sources of rural finance- Credit delivery

mechanism in rural finance: Multi Agency

Approach- Regional Rural Banks-Service

Area Approach.

Emerging trends in Banking: Basis for

reforms in Indian Banking sector –

Regulatory reforms in banking sector- The

consequences of liberalization of banking

sector- Innovative banking products-

Diversifications- Universal Banking –

Management of NPAs-VRS- Narrow

banking-Consolidation in banking industry.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre-Mid Sem

Money ,Kinds, Functions and Significance 2

Indian Money Markets 2

Demand and Supply of Money and Theories of interest 3

Inflation and Deflation 3

Theory of Money and Prices 3

Monetary and Fiscal Policies and Employment 3

Post-Mid Sem

Financial Intermediation 2

Indian Financial System: Structure and Functions 2

Commercial Banking 3

Sources and Uses of funds in a bank 3

Principles of Banking 3

Rural Finance and Rural Banking in India 2

Emerging Trends in Banking 2

Total 33

Office Circular No. 12 of 2010

OVERVIEW OF BANKING

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : BKE631 Sessions : 33

Objective: The course aims at providing the students with knowledge of the money, banking

and the credit management sectors in the economy and their operational uses.

Text Book Author/Publication

An Overview of Banking The Icfai University Press

Reference Books Author/Publication

Banking Theory Law and Practice Sundaram and Varshney/ Sultan Chand and

Sons Publisher, year:2004 Edition

Indian Financial System, Theory and Practice MY Kahn /Tata McGraw Hill, 2004, 4 th

Edition

Money Banking and International Trade KPM Sundharam/ Sultan Chand and Sons,

2002 Edition

Detailed Curriculum

Indian Financial System: The Financial

System –Nature, Evolution and Structure –

The Functions of Financial Intermediaries –

Financial Instruments – The Role of

Financial System in Economic Development

– The Indian Financial System.

The Origin and Growth of Banking:

History- The Indian Banking system-

Commercial Banking in India,- Functions of

Commercial Banks- Challenges and Trends

in Banking –Universal Banking –CRM in

Banks- Are Banks Dying?

Sources and Uses of Funds in a Bank: A

Bank’s Balance Sheet –Statement of

Sources and Uses of Funds – A Bank’s

Profit and Loss Account – Books of

Accounts in Banks.

Deposit Products: Types of Bank Deposits

Offered by banks -Interest Rates offered on

different types of deposits- Composition of

Bank Deposits.

Credit Policy: Need for Credit Policy –

Components of Credit Policy – Credit Policy

Pursued by the Government – Credit

Culture.

Lending Activities: Lending Activity-

Basics of Requirements for Lending.

Retail Banking: Retail Banking Scenario-

Types of Consumers loans-Evaluating

Consumer loans- Limitations of Credit

Scoring.

Corporate Banking: The Nature of

Corporate Banking,-Developments in

Corporate Banking,-Consortium Finance,-

Multiple Banking Arrangements, -Loan

Syndication-The Syndication Process.

Financing SMEs: Definition of SSI-The

Nayak Committee Recommendations- Other

Initiatives of RBI-Causes of Sickness-,

Institutional Support to SSIs- Infrastructural

Support to SSIs.

Rural Banking: Sources of Rural Finance –

Credit Delivery Mechanism in Rural

Finance: Multi Agency Approach- Regional

Rural Banks (RRBS) – Service Area

Approach (SAA) – National Bank for

Agriculture and Rural Development

(NABARD).

Securitization: Meaning Securitization –

Process of Securitization.

Fee-based Services: Letter of Credits-Bank

Guarantees-Subsidiary Services-Off Balance

Sheet Activities.

Office Circular No. 12 of 2010

Plastic Money: Introduction- Parties to the

Transaction- Salient features– Concept of a

Credit Card – Distinction between Credit

Card, Charge Card, Debit Card and

operational aspects –– Product

Augmentation - Credit Card Business in

India: The Emerging Scenario.

Management of IPO: Reasons for Going

Public – Management of Public Issues and

Initial Public Offerings- – Marketing of

Issues – Post-issue Activities.

Regulatory Framework: RBI – Structure –

Role of RBI – Banking Regulation and

Supervision – Monetary Policy-Banking

Regulation Act-SEBI.

Banking Law and Regulations: Legal

Perspectives of Banking –Overview of Laws

Related to Banking.

Banking Regulation Act, 1949: Permitted

Businesses of Banks –Business prohibited

for banks-Licensing of Banking Companies-

Restrictions on Loans and Advances-

Management of banking companies.

Managing Careers in Banks: Managing

careers- career path and career planning in

public sector banks- Possible career

opportunities- cadre building.

Office Circular No. 12 of 2010

Schedule of sessions

Topics Sessions

Pre-Mid Sem

Indian Financial System 2

The Origin and Growth of Banking 2

Sources and Uses of Funds in a Bank 2

Deposit Products 2

Credit Policy 2

Lending Activities 1

Retail Banking 3

Corporate Banking 2

Post-Mid Sem

Financing SMEs 2

Rural Banking 2

Securitization 1

Fee-Based Services 2

Plastic Money 2

Management of IPOs 2

Regulatory Framework 2

Banking Law and Regulations 1

Banking Regulation Act, 1949 2

Managing Careers in banks 1

Total 33

Office Circular No. 12 of 2010

BANKING SERVICES OPERATIONS

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : BKE621 Sessions : 33

Objective: The course aims at providing the students with knowledge of the money, banking

and the credit management sectors in the economy and their operational uses.

Text Book Author/Publication

Banking Services Operations The Icfai University Press

Reference Book Author/Publication

Managing Indian Banks: Challenging Ahead Vasant C Joshi and Vinay V Joshi/ Sage

Publications, 2e

Money Banking and International Trade KPM Sundharam, / Sultan Chand and Sons,

2002 Edition

Practical Banking Advances Bedi H.L. &Hardikar V.K./UBSPD

publishers and distributors, 2001 Edition

Detailed Curriculum

Introduction to Banking Operations:

Changing Nature of Banking Operations –

Importance of Customer Relationship

Management in Banks – Different Types of

Products and Services Offered to Customers

– Role of Technology in Banking

Operations –Book-Keeping and maintenance

of accounts-The Need for Asset-Liability

Management-Regulatory framework for

compliance.

Services Design and Delivery Strategies in

Banks: Products and Services Offered by

Banks – Designing of Bank Marketing New

Products and Services –Response of Banks

with Newer Services and Delivery

Mechanisms – Delivery Strategies in a Bank

– Steps to Implement Delivery Strategies–

Designing of Service Quality – Implications

of Service Intangibility.

Introduction to Electronic Banking:

Introduction-E-banking: An Introduction-

Electronic Banking in India- –– Internet

Banking Strategy – Risks in E-Banking.

Security Considerations in E-Banking:

Need for Security – Types of Network Risks

– Causes of Risks – Control Measures -

System Level Controls-Network Level

Controls – Disaster Recovery, Contingency

Plans and Emergency Plans – Security and

Legal Framework – Security Policy.

Recent Trends of IT in Banking: The

Branch Renaissance continuous – The

Migration to an Online Environment –

Customer Relationship through Portals –

Digital Age.

Facilities Management: Cost Reduction

Exercise – Role of Technology –

Significance of Computerization in Banks –

Finance Portals for the Banking Industry –

Multi-channel Operations (Remote Banking)

– The Regulatory Framework.

Payment and settlement systems: Payment

Methods- Electronic Funds Transfers

(EFTs)-Automatic Teller Machines (ATMs)-

Electronic Clearing Service (ECS)-

Electronic Data Interchange (EDI)-Financial

networks in India-Real Time Gross

Settlement System(RTGS)-Public Key

Infrastructure-Digital certificate.

Payment and Settlement Systems, RTGS

and Clearing House: Emerging New

Instruments – Risk Factors for Payments

Systems – International Standards on

Payment Systems – Role and Concern of

Office Circular No. 12 of 2010

Central Bank and Participants – Payment

and Settlement Systems in India – Real

Time Gross Settlement – Developments in

the Payment and Settlement Systems –

Clearing House.

Service Quality Metrics: Core Factors –

Customer Relationship Management –

Technical Quality and Functional Quality –

Role and Process Capability for Managing

Services-Managing Service Delivery-ISO

9000 Certification in Banking Services.

Improving Quality and Productivity:

Banking Services: Technical Quality and

Functional Quality – Determining What

Satisfies the Customer – Customers’

Perception of Banking Service Quality –

Devising Quantitative Determinants – Non-

Quantitative Determinants – Quality by

Design: Formulating a Suitable Standard –

Quality Assurance–Improving Productivity

and Performance.

Operational Controls: Banking

Regulations and Supervision – Maintenance

of Documents and Records – Adequate

Information Storage and Retrieval

Mechanism – Maintenance of CRAR –

Reporting – Asset-Liability Management

System – Organizational Structure – Audit

and Vigilance.

Introduction to Risk Management: Risk-

Risk management –Emergence of risk

management in banks –What about all the

others?

The New Basel Accord-Implication for

Banks: An Overview – Basel II Framework

– The Three Pillar Architecture –The impact

and challenges of Basel II.

Operational Risk Management:

Operational Risk and its Evolution – Major

Sources of Operational Risk- Measurement

of Operational Risk – Management of

Operational Risk.

Risk Management Strategies: Operational

Risk Management Strategies at Banks –

Financial Risk Management Strategies –

Systemic Risk Management Strategies –

Risk Limitation – IT Implementation

Challenges.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre-Mid Sem

Introduction to Banking Operations 2

Services Design and Delivery Strategies in Banks 3

Introduction to Electronic Banking 2

Security Considerations in E-Banking 3

Recent Trends of IT in Banking 2

Facilities Management 3

Payment and Settlement Systems 1

Post –Mid Sem

Payments and settlement systems RTGS and

clearing house 2

Service Quality Metrics 2

Improving Quality and Productivity 2

Operational Controls 2

Introduction to Risk Management 2

The New Basel Accord-Implication for Banks 2

Operational Risk Management 3

Risk Management Strategies 2

Total 33

Office Circular No. 12 of 2010

LIFE INSURANCE

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : INE611 Sessions : 33

Objective: This course is aimed at equipping the students with the knowledge of the growing

Life Insurance sector, policies in this sector and the operational requirements in this sector.

Textbook Author/Publication

Life Insurance The Icfai University Press

Reference Book Author/Publication

Life Insurance ICRIM

Economics for Life Insurance S S Huebuer

Life and Health Insurance Herald Skipper Jr. and Kenneth Black Jr.

Life Insurance Mc Gill, USA

Detailed Curriculum

Principles of Life Insurance: Modern

Concepts of Life Insurance – Three Basic

Principles of Life Insurance.

Economic Basis of Life Insurance: Risks

to Economic Stability – Three Ways to

Ensure Economic Stability – Types of

claims – Different Economic Uses of Life

Insurance – Advantages of Life Insurance.

Personal Financial Planning and Life

Insurance: Components of Life Cycles -

Factors that determine Financial Planning.

Life Insurance Products: Basic Elements

of the Life Insurance Products – Features of

Term Insurance – Features of Endowment

Assurance – Life Cover.

Annuities and Pensions: Purpose of

Annuity Contracts – Different Types of

Annuities – Obligations of Insurance

Company – Jeevan Akshay- II – Varishtha

Pension Bima Yojana – New Jeevan

Suraksha – I/ New Jeevan Dhara – I –

Pension Plan of SBI Life – Pension Plans of

ICICI Prudential.

Life Insurance Premium Setting: Factors

that affect Premium – Mortality Statistics –

Methods of providing Life Insurance

Protection – Valuation – Surplus and its

Distribution.

Risk Assessment and Underwriting: What

is underwriting? – Sources of Information –

Methods of Classification of Risks – Non-

Medical Schemes.

Legal Framework: Essentials of a Valid

Contract – Special Features of Life

Insurance Contract – Essentials of Insurable

Interest – Utmost Good Faith –

Representation/Warranty /Indemnity –

Policy Document – Agency – IRDA

Regulations (Licensing or Insurance Agents)

2000 – Brokers.

Services Marketing: Importance of

Services – Characteristics of a Service

Product – Marketing Strategies - Service

Quality – Productivity – Marketing

Channels – Bancassurance – e-Insurance.

Claims Management: Operative Clauses–

Maturity Claims – Death Claims –

Nomination -Assignment – Married

Women’s Property Act – Accident and

Office Circular No. 12 of 2010

Disability Benefits – Claims on Small Life

Insurance Policies.

Life Insurance Policy Servicing:

Maintenance of Records – Premium

Payments – Alterations - Loans – Duplicate

Policy – Other Services.

Tax Planning: Income Tax – Wealth Tax.

IT Applications: Evolution of Policy Bond.

Product Development: Origin of a New

Product – Risk of launching a new product -

Market Orientation – Insurance Productswith

Profits/Without profits – Pension

Products – Group Insurance.

Current Developments: Recent

Developments – Reasons for opening up –

Introduction of IRDA Act – Private Life

Insurance Companies – Entry of Banks into

insurance – Restructuring of LIC and GIC

and diversification – Sales Illustrations –

Life Insurance Business – Appointment of

Actuary.

Schedule of Sessions

Topics Sessions

Pre-Mid Sem

Principles of Life Insurance 2

Economic Basis of Life Insurance 2

Personal Financial Planning and Life Insurance 2

Life Insurance Products 3

Annuities and Pensions 3

Life Insurance Premium Setting 3

Risk Assessment and Underwriting 2

Post-Mid Sem

Legal Framework 3

Services Marketing 2

Claims Management 3

Life Insurance Policy Servicing 2

Tax Planning 1

IT Applications 1

Product Development 2

Current Developments 2

Total 33

Office Circular No. 12 of 2010

GENERAL INSURANCE

Program : MBA Semester : III

Class of : 2010 Credit : 3

Course Code : INE 621 Sessions : 33

Objective: This course is aimed at equipping the students with the knowledge of the growing

general insurance sector, policies in this sector and the operational requirements in this sector.

Textbook/Workbook Author/Publication

General Insurance –Personal The Icfai University Press

General Insurance – Commercial The Icfai University Press

Reference Book Author/Publication

General Insurance – Personal & Commercial The Icfai University Press

General Insurance Bernard Benjamin, Heinemann

Insurance Books Insurance Institute of India

General Insurance Principles A. S. Arnold / University Press

Introduction to General Insurance Nick Holyoake / Financial World

Detailed Curriculum

GENERAL INSURANCE: PERSONAL

Principles of General Insurance:

Insurance and Financial Security –The Role

of Insurance in Financial System–

Classification of Risks – Risk Management

and Insurance – An Overview of the

Insurance System – Principles of Insurance

– Difference between Life and General

Insurance – Recent Developments.

Personal Policies: Family Risk

Management – Personal Accident Insurance

– Insurance Cover for Specific Groups –

Health Insurance – Basic Hospital Insurance

– Third Party Administration - Critical

Illness Insurance – Travel Insurance.

Insurance of Property and Liability:

Principles of Property Insurance – Property

Insurance in India - Package Policy for

executives and businessmen – Consumer

Protection Act, 1986 - Liability Insurance.

Risk Assessment, Underwriting and Rate

Making: Need for Risk Assessment – Risk

Rating – under Fire Insurance – Tariff

Rating – Classification of Hazards –

Underwriting of Physical Hazard –

Underwriting of Moral Hazard –

Underwriting of Different Hazards.

Legal Framework and Documentation:

Essentials of Insurance Contract – Insurance

Contract and Legal Framework –Workmen’s

Compensation Act, 1923 – Motor Vehicle

Act, 1939 – Limits of liability - Public

Liability Act, 1991 –Documentation.

Marketing and Servicing: Risk

Management Techniques – Factors that

affect Marketing of Insurance – Options

available for Insurance Services –

Distribution methods of insurance – Market

Research.

Claims Management: Claims Management

in Insurance Business – Different Aspects –

Procedure Followed in Insurance Companies

– Role of Surveyor – Facts to be Considered

while Determining Liability – Recent Trends

in Insurance Law.

Office Circular No. 12 of 2010

Loss Prevention and Control: Loss

Prevention Activities – The Beneficiaries of

Loss Prevention – Forms of Loss Prevention

– The role of Insurance Industry – Loss

prevention in developing countries – The

role of Loss Prevention Association.

IT Applications: Information Technology –

Advantages of Information Technology – IT

Applications in Insurance – Front Office

System (operating office system or BODO

system – Marketing of Insurance.

Product Design, Development and

Evaluation: The Role of Regulation – Other

Factors in Product Development – Product

Design, Development and Evaluation – New

Products – Problems in Product

Development.

Reinsurance: Need and Importance of

Reinsurance – Main types of Reinsurance –

Reinsurance Management Strategy –

Reinsurance of Large Risks – Fixing of

Retentions – Reinsurance for Personal

Lines.

GENERAL INSURANCE:

COMMERCIAL

Introduction to Commercial General

Insurance: Historical Background - General

Insurance Corporation of India – General

Insurance after Nationalization - Current

Scenario – Commercial General Insurance

vs. Personal General Insurance.

Fire Insurance: Historical Background -

Application of Basic Principles of Insurance

– Standard Fire Policy – Express Conditions

and Warranties of a Fire Policy – All India

Fire Tariff – Industrial All Risks Insurance

Policy – Mortgage Clause – Concept of

Other Insurance, Concept of Contribution

and Co-insurance – Duties, Rights and

Limitations of the parties – Fire Hazards –

Contributory Hazards – Measures of

preventing Fire Hazards – Inspection of fire

losses by engineers of TAC.

Motor Insurance: Historical Background -

Significance of Motor Insurance –

Application of Principles of insurance -

Types of Motor Vehicles, - General

Regulation of India Motor Tariff – Types of

Policies - Risks Covered under ‘Liability

only policy’ – Factors for Rating –

Registration and Insurance - Underwriting -

Claims Experience-Non-tariff Regime.

Aviation Insurance: Historical Background

- Scope and Nature of Aviation Insurance –

Development of Aviation Insurance –

Aviation Insurance Market and Risk Placing

– Major Classes of Aviation Insurance

Business– Liability coverage - Clauses used

in the Aviation Market – Risk Management

in the Aviation Context – Underwriting

Considerations– Claim Procedure –

Regulations – Market bodies of aviation

insurance – Trends in Aviation Insurance.

Engineering Insurance: Application of

Basic Principles of Insurance –

Classification – Contractors All Risk

Insurance - Erection All Risks Policy (EAR)

– Marine cum Erection Policy – Advance

Loss of Profit (Delay in Start-up Insurance)

– Machinery Insurance Policy – Contractors

Plant and Machinery Policy – Boiler and

Pressure Plant Insurance – Loss of Profits

(Machinery Policy) – Deterioration of

Stocks Insurance – Electronic Equipment

Insurance – Civil Engineering Completed

Risks Insurance – Excess under Public

Liability Insurance Policy.

Agriculture Insurance: Crop Insurance –

Agriculture Insurance Company of India

(AIC) - National Crop Insurance Scheme –

Outlook for Crop Insurance in India – Pilot

Crop Insurance Scheme – National

Agricultural Insurance Scheme (NAIS) –

Rashtriya Krishi Bima Yojana (RKBY) –

Pilot scheme on Seed Crop Insurance

(PSSCI) – Farm Income Insurance Scheme

Office Circular No. 12 of 2010

(FIIS) – Personal Accident Insurance Social

Security Scheme for poor Families.

Marine Insurance: Historical Background

– International Marine Insurance Market -

Fundamental Principles – Classification of

Marine Insurance – Contract of Marine

Insurance –The Marine Insurance Policy–

Warranties – Marine Cargo Policy – Marine

Losses – Inland Transit – Wider Cover.

Credit Risk Insurance: Development of

Commercial Credit Insurance - Need for

Credit Insurance – Benefits of credit

insurance – Limitations of credit insurance –

Types of Credit Insurance – Basic Factors

Safeguarding a Credit Insurer – Credit

Exposures – Export of Credit Insurance –

Underwriting Factors – Credit Risk

Insurance among Indian Insurers.

Liability Insurance: Historical Background

– Basic Principles –Law of Tort – Types of

Liabilities Policies.

Surety, Bonding Insurance: Historical

Perspective – Nature and development of

Suretyship – Types of Surety Bonds –

Rating Considerations-Fidelity Guarantee –

Types of Policies-Underwriting

Considerations- Forgery Bonds.

Workmen’s Compensation Insurance:

Workmen’s Compensation Act, 1923 –

Workmen’s Compensation Policy – Benefits

of Workmen’s Compensation Insurance –

Functions of Workmen’s Compensation

Insurance - Tariff Regulations– Rating –

Premium - Self Insurance – Indemnity under

the Policy.

Miscellaneous Insurances: Bankers

Blanket Policies – Burglary Insurance –

Money Insurance – Jewelers Block

Insurance Policies – Shopkeepers Insurance

– Television Insurance – Plate Glass Policy

– Neon Sign Insurance – Sports insurance –

Pedal Cycle Insurance – Transit Insurance.

Risk Assessment, Underwriting and Rate

Making: Risk Management – Risk

Assessment – Underwriting – Rate Making.

Loss Prevention and Control: Definitions

– Purpose of loss prevention – Economic

Aspects of loss prevention – Purpose of loss

control – Approaches to loss control –

Accident Prevention – Loss Adjustment –

Assessing a company’s exposure to loss due

to fraud – Loss prevention and control in a

factory – Loss Prevention Association of

India – Steps involved in loss prevention

activities.

Claims Management: Types of claims –

Claims settlement-Procedure for Claim

Settlement – Role of specialists/ experts in

claims settlement-Importance of Arbitration

in claim Settlement – Role of negotiations –

claims experience of an insured – Managing

the cost of claims operations – Motor Claims

– Marine Claims- Aviation Claims –

Accident Claims – Burglary Claims – Fire

Claims – Cash Claims – The concept of

limitation in claims management – Salvage

value of the claimed property – Average

condition in claims management – Impact of

major claims on the insurance company.

Reinsurance: Significance of reinsurance in

insurance business – Forms of reinsurance –

Interests and liabilities agreements – Types

of reinsurance agreements – Contract

Clauses – The Indian Perspective- Global

business.

Legal Framework and Documentation:

Essentials of a valid commercial general

insurance contract – Insurance legislation –

General Insurance business (Nationalization)

Act, 1972 – IRDA (Licensing of Insurance

Agents ) Regulations 2000-Insurance

Ombudsman Scheme – Other Laws –

Documents involved.

Marketing and Servicing of Commercial

General Insurance: Insurance – A service –

Office Circular No. 12 of 2010

Characteristics of services – Nature of

demand for insurance products – The need

for commercial general insurance products –

A framework for insurance marketing –

Market potential – Marketing mix for

insurance products – Retailing of general

insurance business – Global pattern –

Managing effective sales force – IRDA

Regulations regarding licensing of agents –

IRDA Regulations – Servicing – Customer

Relationship Management and Insurance.

Product Design, Development and

Evaluation: Product development and

service development – Product design – The

Process of product Service development –

Creative Environment-Market Research and

Product Development- Role of alliances in

new product development – The Product

evaluation.

IT Applications: Information Technology

and components – Information, data and

EDP – IT and Insurance – IT and Insurance

companies – Cyber security problems for the

insurers – Applications of IT in General

Insurance – Customers – Intermediaries –

Technological aspects.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre-Mid Sem

General Insurance – Personal

Principles of General Insurance 1

Personal Policies 1

Insurance of Property and Liability 1

Risk Assessment, Underwriting and Rate Making 1

Legal Framework and Documentation 2

Marketing and Servicing 1

Claims Management 1

Loss Prevention and Control 1

IT Applications 1

Product Design, Development and Evaluation 1

Reinsurance 1

General Insurance-Commercial

Introduction to Commercial General Insurance 1

Fire Insurance 2

Motor Insurance 1

Aviation Insurance 1

Post – Mid Sem

Engineering Insurance 1

Agriculture Insurance 1

Marine Insurance 1

Credit Risk Insurance 1

Liability Insurance 1

Surety, Bonding Insurance 1

Workmen’s Compensation Insurance 1

Miscellaneous Insurances 1

Risk Assessment, Underwriting and Rate Making 1

Loss Prevention and Control 1

Claims Management 1

Reinsurance 1

Legal Framework and Documentations 1

Marketing and Servicing of Commercial General

Insurance 1

Product Design, Development and Evaluation 1

IT Applications 1

Total 33

Office Circular No. 12 of 2010

ADVANCED FINANCIAL ACCOUNTING

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : ACE611 Sessions : 33

Objective: This course helps students in understanding Advanced Accounting concepts and

their importance in the present day disclosure needs.

Textbook Author/Publication

Advanced Financial Accounting The Icfai University Press

Reference Book Author/Publication

Modern Accountancy Hanif & Mukerjee / Tata Mc Graw Hill

Financial Accounting for Management Ambrish Gupta/ Pearson Education

Financial Accounting Tulsian / Tata Mc Graw Hill

Advanced Accounts Vol-I & II Shukla & Grewal / Sultan Chand & Co.

Advanced Accounts Vol-I & II R.L.Gupta / Sultan Chand & Co.

Accountancy T Manohar / Sultan Chand & Co.

Detailed Curriculum

Hire Purchase Installment Sales: Hire

Purchase-Accounting Records-Default and

Repossession- Installment Purchase.

Accounting for Fixed Assets: Acquisition

of Fixed Assets and Determination of Cost-

Depreciation-Depreciation methods-Change

in the Method of Depreciation.

Accounting for Intangible Assets:

Goodwill-Valuation of Goodwill.

Accounting for Inventories: Inventory

Pricing-Flow of Inventory Costs-Principle

Methods of Inventory Valuation-Perpetual

and Periodic Inventory Valuation Methods.

Accounting for Receivables: Concept of

Recognition-Revenue Recognition Method-

Accounting Standard-9 (Revenue

Recognition).

Accounting for Royalties: Concept of

Royalties-Sub-Lease.

Accounting for Branches: Accounts of

Various Types of Branches-Entries in the

Books of Head Office-Stock and Debtors

System-Incorporation of Branch Trail

Balance in Head office Books-Entries in the

Books of Branch-Foreign Branch.

Accounting for Investment and Insurance

Claims: Accounting for Investments- Terms

Defined- Insurance Claims- Insurance Claim

in Loss of Stock Policy- Insurance Claim in

Loss of Profit Policy.

Preparation of Financial Statements of

Banking Companies: Introduction-General

Information-Accounts and Audit-Principal

Accounting Policies-Notes and Instruction

for Compilation-Guidelines of Reserve Bank

of India for Profit and Loss Account-

Guidelines of the Reserve Bank of India for

Balance Sheet Capital and Liabilities Side.

Preparation of Financial Statements of

Insurance Companies: Business and

Revenue Model of Insurance Companies-

Terms used in Insurance Business-

Mechanics of Insurance Accounting- Legal

Framework for Presentation of Final

Accounts of the Insurance Company

Accounts(Post IRDA Regulation).

Office Circular No. 12 of 2010

Amalgamation, Absorption and

Reconstruction: Reconstruction and

Amalgamation-Section 394-Purchase

Consideration-Accounting in the Books of

the Amalgamating /Transferor Company-

Pooling of Interests Methods-Purchase

Method-Internal Reconstruction.

Consolidated Financial Statements:

Introduction-Consolidation of Financial

Statements-consolidation Methods-Rules for

Preparation of Consolidated Balance Sheet-

Preparing Consolidated Profit and Loss

Account-Chain Holdings-Disclosures

Required as Per Accounting Standard-21-

Accouting Standard-23-International

Accounting Standard (IAS) 27.

Inflation Accounting: Inflation- Need for

Inflation Accounting- Current Purchasing

Power Method(CPP)- Current Cost

Accounting Method(CCA)-Guidance Note

on Accounting for Changing Prices.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre-Mid Sem

Hire Purchase Installment Sales 2

Accounting for Fixed Assets 3

Accounting for Intangible Assets 2

Accounting for Inventories 2

Accounting for Receivables 2

Accounting for Royalties 2

Accounting for Branches 2

Post-Mid Sem

Accounting for Investment and

Insurance Claims 3

Preparation of Financial Statements

of Banking Companies 3

Preparation of Financial Statements

of Insurance Companies 3

Amalgamation, Absorption and

Reconstruction 3

Consolidated Financial Statements 3

Inflation Accounting 3

Total 33

Office Circular No. 12 of 2010

PROJECT MANAGEMENT

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : FIE621 Sessions : 33

Objective: To expose students to all aspects of Project Management covering project

identification– tabulation– planning– scheduling and control. The course will enable the

students to acquire the knowledge on the concepts– tools and techniques of Project

Management.

Text Book Author/Publication

Project Management The Icfai University Press

Reference Books Author/Publication

Project Management – A Managerial

Approach

Jack R Meredith– Samuel J mantel/ JW &

Sons– 2000– IV Edition.

Project Management Dennis Lock/Gower– 2003– 8th Edition

Projects: Planning– Analysis– Selection–

Implementation & Review

Prasanna Chandra/ Tata McGraw Hill– 5th

Edition–2004

Project Management C gray & E Larson/ McGraw Hill–2002

Detailed Curriculum

An Overview of Project Management:

Definition of Project– What is Project

Management? Why Project Management?

Life cycle of a Project– Managing the

Project Scope– Who should be the PM?

Project Manager VS Line Managers– Project

Communication Management– Growth of

Project Management– Project Management

in India– Ethics in Project Management–

Management of International Projects.

Project Initiation and Resource

Allocation: Resource Allocation at the

corporate level– Resources Allocation at the

Business unit Level– Identification of

Opportunities.

Market and Demand Analysis: Identifying

the Market– Conducting a Market Study.

Technical Analysis: Project Procurement

Management– Solicitation– Vendor

Selection– Contract Administration–

Purchasing Equipment and Materials– Plant

Location– Project Design– Work Schedule.

Financial Projections: Cost of the Project–

Means of Finance.

Detailed Project Report: Meaning of

Detailed Project Report – Contents of DPR –

Format of DPR – Case Study on Financial

Projections.

Appraisal Criteria: Estimating Cash

Flows– Evaluation Techniques– Appraisal

of Projects with Special Features.

Risk Analysis in Capital Investment

Decisions: Definition of Risk– Project Risk

Management– Types of Risk– Measures of

Risk– Methods of Risk Adjusted Investment

Appraisal– Advanced Techniques of Risk

Analysis – Decision Tree Analysis.

Project Planning: Meaning and Objective

of Project Planning-The Process of Planning

– Components of a General Plan – Project

Life Cycle and Planning – Informational

Inputs for Project Planning – Reasons for

Project Failure.

Project Organization: The Traditional

Organization – Product Organization –

Matrix Organization.

Project Scheduling: The Importance of

Scheduling – A Few Widely used

Office Circular No. 12 of 2010

Techniques of Scheduling – Resource

Loading and Resource Leveling.

Project Monitoring and Control: The

Need for Monitoring and Control-The

Planning- Scheduling- Monitoring Cycle –

Design of the Information System – Data

Collection – Report Generation –

Performance Measurement –Project

Control– Types of Control Systems –

Features of a Good Control System –

Managerial Perspectives in Control – Project

Quality Management – Project Auditing.

Managing E- Business Projects: Planning

E-Business Projects – Resource and

Infrastructure Analysis of E-projects – Cost

of E- Projects – valuation Model for EBusiness

Projects – Sourcing Finance for EBusiness

Projects– E-Project

Communication.

Office Circular No. 12 of 2010

Schedule of Sessions

Topic Sessions

Pre-Mid Sem

An Overview of Project Management 3

Project Initiation and Resource Allocation 2

Market and Demand Analysis 2

Technical Analysis 2

Financial Projections 2

Detailed Project Report 2

Post-Mid Sem

Appraisal Criteria 4

Risk Analysis in Capital Investment Decisions 4

Project Planning 2

Project Organization 2

Project Scheduling 3

Project Monitoring and Control 3

Managing E- Business Projects 2

Total 33

Office Circular No. 12 of 2010

PERSONAL FINANCIAL PLANNING

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : IVE611 Sessions : 33

Objective: This course is aimed at enabling the students to understand the issues involved in

planning finances and investments at the personal level, and expects to raise their level of

advising on the financial issues.

Text Book / Work Book Author/ Publication

Personal Financial Planning The Icfai University Press

Reference Book Author/ Publication

Personal Financial Planning Lawrence J Gitman and Michael D Joehnk

Personal Financial Planning guide Ernst and Young’s

Personal Financial Planning G Victor Hallman and Jerry S Rosenbloom,

6 th Edition/ Mc GRaw Hill

Detailed Curriculum

Financial planning process: Rewards of

financial planning- Steps in financial

planning process-Planning for a life time-

The planning environment-Determinants of

personal income.

Financial statements and plans: The role

of financial statement in financial planning –

Time value of money – Preparing a personal

balance sheet – Preparing the income and

expense statement-using personal financial

statements – Ratio Analysis: Tracking

performance-Cash budgets.

Managing Taxes: -Basic concepts of

income tax – Personal taxation –Income tax

benefits on certain long term investments –

Wealth tax – Tax planning.

Managing cash and savings: -Role of cash

management in personal financial planning-

Financial services market – Cash

management products- Electronic baking

services- Savings programs – Channels of

savings.

Making decisions regarding houses and

automobiles:-Automobile purchase

planning – Meeting housing needs-The

rental option – The home buying process –

Financing the housing transaction – Housing

finance institutions in India – Housing

schemes in India – Real estate in India-An

Overview.

Managing Credit:-What is credit?-Types of

credit – why credit? – Improper uses of

credit – Establishing credit – Types of open

account credit –Different kinds of credit

cards-Why a credit card is better than a debit

card – Obtaining and managing an open

account credit – Credit scoring – Payments –

Disadvantages of the credit cards.

Life Insurance:-Insurance planning –

Insurance-Benefits of life insurance –

Calculating insurance needs – What is right

for you – Buying a life insurance – Life

insurance products in India.

Health Insurance: Health Insurance-its

Need-Types and Sources of health care

plans-Providers of Health care-Long term

care insurance-Disability income insurance-

Health Insurance in India.

Planning for Investments:-Meaning of

investment – Types of investment Vehicles–

Office Circular No. 12 of 2010

Factors considered in the choice of

investments– Developing the investment

strategy.

Investing in Equities: The Structure of

Markets-Primary Market-Secondary Market-

Investment Process.

Investing in Fixed Income Securities:

Bond Market-Bond Investing Strategies-

Types of Bonds-Bond Returns-Risks from

Investing in Bonds-Bond Rating and Quality

of Investment-CRISIL Composite Bond

Index-A Benchmark.

Retirement planning:-Sources of

retirement income – Annuities – Potential of

pension funds.

Estate planning:-Estate planning objectives

– Need for estate planning – Estate planning

process – Will – Trusts.

Schedule of Sessions

Topic Sessions

Pre-Mid Sem

Financial Planning Process 2

Financial Statements and Plans 2

Managing Taxes 4

Managing Cash and Savings 3

Making Decisions Regarding

Houses and Automobiles

Managing Credit 3

Post-Mid Sem

Life Insurance 2

Health Insurance 2

Planning for Investments 2

Investing in Equities 2

Investing in Fixed Income Securities 3

Retirement Planning 3

Estate Planning 2

Total 33

Note: The Tax policy in vogue for Assessment Year

2008 - 09 will be used in the examinations.

Office Circular No. 12 of 2010

SECURITY ANALYSIS

Program : MBA Semester : III

Class of : 2010 Credits : 3

Course Code : FIE611 Sessions : 33

Objective: This course is designed to provide the students with an understanding of the basic

concepts and practices of investment, risk and return, and enable them to establish the valuable

linkage between modern theories of finance and the analytical techniques used by investors for

valuing securities.

Textbook Author/Publication

Introduction to Security Analysis The Icfai University Press

Reference Book Author/Publication

Security Analysis The Icfai University press

Security Analysis and Portfolio Management Donald E Fischer and Ronald J Jordan /

Prentice Hall of India

Investment Analysis and Management Sharpe, Alexander, Bailey /Prentice Hall of

India

Investment Analysis and Management James Francis Clarke / Wiley & Sons

Fundamentals of Investment Geoffrey A Hirt, Stanley B Block /Irwin/Mc

Graw-Hill

Stock Market Analysis for Intelligent

Investors N J Yasaswy / Vision Books

Investment Management V K Bhalla / S Chand & Sons

Security Analysis and Portfolio Management S Kevin

Detailed Curriculum

Investment Scenario: Concept of

Investment, Investment Objectives and

Constraints, Investment Classification,

Financial Markets, Real Investment.

Risk and Return: Concept of Risk and

Return, Reduction of Risk through

Diversification, Quantifying Portfolio

Returns and Risk, Measurement of Risk in

Portfolio Context, Security Market Lines

and its Application.

Stock Market in India: Markets and their

Features, Development of Securities

Markets in India, Regulation of Securities

Markets, Stock Issuing Market (Primary

Market), Secondary Market, Trading and

Settlement, Clearing and Settlement

Procedure.

Security Market Indicators: Utility of

Security Market Indices, Construction of

Security Market Indices, Types of Security

Market Indices in India, Limitations of

Various Indices.

Sources of Financial Information: Sources

of Economic Data, Sources of Market Data,

Sources of Company Data, Sources of

International Economic Data.

Fundamental Analysis: Objectives and

Beliefs of Fundamental Analysis,

Framework for Fundamental Analysis,

Concept of Intrinsic Value, Economic

Forecasting Methods, Industry Analysis,

Key Characteristics in an Industry Analysis,

Industry Life Cycle, Business Cycle

Analysis, Structural Analysis, Company

Analysis.

Impact of Changes in Accounting

Policies: Introduction, Changes in

Accounting Policies, Depreciation,

Valuation of Fixed Assets, Foreign

Exchange Transactions, Amortization of

Office Circular No. 12 of 2010

Preliminary and other Expenses, Research

and Development Expenditure, Valuation of

Inventory, Treatment of Gratuity, Lease

Accounting.

Equity Stock Valuation Models: Valuation

Methods, Measures of Relative Value, Free

Cash Flow Model to Equity Model,

Quantitative Analysis-Value Added

Concept.

Bond Valuation: Strategic Role of Bonds:

An Investor’s Point of View, Bond

Terminology, Types of Bonds, Value of a

Bond, Bond Returns, Assumptions

underlying YTM, Bond Price Theorems,

Accrued Interest, Riskiness of Bonds,

Determining the Interest Rates, Forecasting

Interest Rate Trends, Term Structure of

Interest Rates, Interest Rate Risk and

Duration, Bond Price Volatility,

Immunization, Analysis of Deep Discount

Bonds, Analysis of Convertible Bonds,

Analysis of Tax-Sheltered Fixed Investment

Avenues.

Efficient Market Hypothesis: Concept of

Efficiency of Stock Markets, Forms of

EMH, Empirical Tests of EMH in the Indian

Market, Description of Tests of EMH.

Technical Analysis: Concept of Technical

Analysis, The Dow Theory, Types of Charts,

Price Patterns, Trend lines, Advanced

Technical Tools, Academic Perspective of

Technical Analysis.

Futures: Forward Contracts, Futures

Contract, Interpretation of Futures Price

Quotations, Trading Mechanism of Futures,

Basis and Spread, Hedging with Futures,

Clearing and Settlement of Futures, Interest

Rate Derivatives in India.

Options: What Options mean?, Options

Terminology, Pay-off from Options, Trading

Process, Options Markets in India,

Settlement of Options Contracts.

Warrants and Convertibles: Bonds with

Warrants, Value of a Warrant, Convertible

Bonds, Callable Bonds, Floating Rate Notes.

Real Assets: Real Assets, Appraisal of Real

Assets, Approaches to Estimate the Market

Value, Issues in Real Estate Valuation,

Factor affecting the value of Real Estate.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre-Mid Sem

Investment Scenario 2

Risk and Return 3

Stock Market in India 2

Security Market Indicators 1

Sources of Financial Information 1

Fundamental Analysis 3

Impact of Changes in Accounting Policies 1

Equity Stock Valuation Models 3

Post-Mid Sem

Bond Valuation 4

Efficient Market Hypothesis 2

Technical Analysis 3

Futures 2

Options 2

Warrants and Convertibles 2

Real Assets 2

Total 33

Office Circular No. 12 of 2010

CORPORATE COMMUNICATION

Program : MBA Semester : III

Class of : 2010 Credit : 3

Course Code : HRE611 Sessions : 33

Objective: The course equips the students on the importance of sharing of corporate

information with different stakeholders of the business such as customers, employees, and

investors and managing the corporate brand and corporate image.

Text Book Author / Publication

Corporate Communication The Icfai University Press

Corporate Branding The Icfai University Press

Marketing Communications The Icfai University Press

Detailed Curriculum

Introduction

Corporate Communications: Overview,

Importance of Corporate Communication,

Importance of communication in the context

of change, importance of communication in

the context of crises, principles of effective

strategic communication, model for

developing integrated communication

interventions, barriers for adopting

integrated communication, Corporate

Advertising, internal communication,

investor relationships, Government

relationships and corporate philanthropy

Effective media management.

Communication Strategy: Defining Strategic

Communications, Importance of Message,

audience analysis, delivery, best practices in

communication, benefits of strategic

communications, Strategic Communication

Process, Role of Strategic Communication

Process in Brand Development

Corporate Branding and Reputation

Management

Corporate Branding: Corporate Image,

Corporate brands, Product Brands to

Corporate Brands, benefits of a corporate

brand, steps for successful corporate

branding, Framework for Corporate

Branding – strategic vision, organization

culture, corporate images; corporate

branding in practice – The case of British

Airways, integrating the organization to

corporate brand, Corporate symbols,

Stakeholders interpretation of corporate

symbols

Reputation Management: Corporate

Reputation, Reputation and firms’ financial

value, Reputation Quotient, Corporate Brand

and reputation platforms, Corporate

responsibility to society and other

stakeholders, corporate citizenship, factors

influencing corporate reputation, Reputation

Management, Measuring Corporate

Reputation

Corporate Advertising: Corporate

Advertising: Corporate advertising – Image

advertising, Advocacy advertising, Causerelated

advertising – Advantages and

Disadvantages of corporate advertising,

Comparative advertisement – Advantages

and Disadvantages of comparative

advertisements Decoding corporate

advertising, The reputation building, targets

of corporate advertising – Internal and

External constituents

Advertising objectives and planning:

Advertising plan: Establishing advertising

objectives, Selecting the advertising

message, Set the advertising budget,

Developing the media strategy, Evaluating

advertising effectiveness; The briefing

process – Project management, Present

situation, Desired situation, Plan of action,

Targets groups, Parameters for

Office Circular No. 12 of 2010

measurement, Practicalities, Approvals, The

advertising production process –

Conceptualization, Execution, Evaluation,

Goals of corporate advertising, Organization

of advertising function, The advertising

agency, Types of Advertising agencies,

Agency compensation

Customer Communication

Marketing Communications-An

Overview: Marketing Communications –

Marketing Communication Mix:

Advertising, Sales Promotion, Personal

Selling, Publicity and Public Relations,

Direct marketing, Sponsorships, Exhibitions,

Packaging, Point-of-Purchase Displays,

Internet, Word-of-Mouth, Corporate Identity

– Factors Affecting the Marketing

Communication Mix: Stages in the Product

Life Cycle, Stages in Consumer’s Adoption

Process, Nature of Competition – Marketing

Communication Process

Marketing Communication Planning

Process: Marketing & Marketing

Communications – Marketing

Communications Plan – Situational

Analysis: Competition, Market Analysis,

Customer Analysis, Positioning Analysis –

Marketing Communication Objectives:

Creating Brand Awareness and Building

Brand Equity, Providing Information,

Increasing Sales, Differentiating the Brand,

Influencing Consumer Behavior – Budget

Planning – Developing a Marketing

Communications Program: Selection of

Marketing Communications Mix, Creative

Strategy, Media Decisions – Evaluation and

Control of Marketing Communication

Programs

Marketing Communications Research:

Market Research Process: Defining the

Problem, Designing the Research Plan,

Collecting the Data, Analyzing the Data and

Preparing Research Report – Marketing

Communications Research: Marketing

Communications Audit, Competitor

Communications Strategy Research,

Communications Content Research –

Advertising Research: Advertising Strategy

Research, Ad Copy Research, Ad Campaign

Evaluation Research – Sales Promotion

Research: Evaluation of Sales Promotions

Effectiveness – Direct Marketing Research –

Whom to Direct Market?, How to Direct

Market? – Public Relations Research –

Media Research: Functions of Media

Research, Model for Making Better Media

Decisions

Mass Media Promotions: Newspapers and

Advertising: Advantages of Newspaper

Advertising, Disadvantages of Newspaper

Advertising, Advertising Options in

Newspapers, Advertising Rates in

Newspapers – Magazines and Advertising:

Advantages of Magazine Advertising,

Disadvantages of Magazine Advertising,

Media Space Buying in Magazine – Radio

and Advertising: Advantages of Radio

Advertising, Disadvantages of Radio

Advertising, Media Space Buying in Radio –

Television and Advertising: Advantages of

Television Advertising, Disadvantages of

Television Advertising, Media Space

Buying in Television

Brand Management: Brands and Their

Significance: Attributes, Benefits, Values,

Target User, Personality, Culture, Categories

of Brands – Characteristics of Successful

Brands- Role of Brands- Branding

Strategies: Line Extensions, Brand

Extensions, Corporate Branding, Multi-

Branding, Co-Branding – Brand Equity:

Managing Brand Equity – Brand Loyalty –

Brand Awareness – Perceived Quality –

Brand Associations – Branding and

Marketing Communications – International

Branding Considerations – Brand

Management During Recessions – Corporate

Image and Brand Management

Integrated Marketing Communications:

Definition of Integrated Marketing

Communications – Drivers for Integrated

Marketing Communications: Increasing

Competition, Increased Number of

Information Sources for Consumers, Decline

in Effectiveness of Mass Advertising,

Technological Advances – Integration

Process of Marketing Communications:

Tactical Coordination of Marketing

Communication, Redefining the Scope of

Marketing Communication, Application of

Information Technology, Financial and

Strategic Integration – Barriers to IMC: Top

Management Support, Organizational

Barriers, Cultural Barriers – Ways for

Successful Implementation of IMC:

Office Circular No. 12 of 2010

Organizational Culture, Client Agency

Relationship, Collaborative Strategy

Ethical Issues in Marketing

Communications: Social Responsibility –

Ethics in Advertising: Puffery, Taste,

Stereotyping, Advertising to Children,

Promoting Unhealthy Products, Subliminal

Advertising – Ethics in Sales Promotion:

Contests and Sweepstakes; Slotting

Allowances – Ethics in Advertising

Research – Ethics in Advertorials and

Infomercials – Regulations: Self-regulation,

Regulatory Bodies – The Economic Effects

of Advertising: Consumer choice;

Competition; Product Costs and Prices

Other Issues of Corporate

Communication

Employee Communications: Power of

words, Message tree, Intrapersonal

Communication, Interpersonal

Communication, Organizational

Communication, External Communication,

Communicating for higher performance,

hurdles in communication, Connecting

people to strategy , Linking people to

strategy, Managing the communication

system

Investor Communication: Importance of

shareholders to a corporate, Managing

mergers and Acquisitions, Importance of

communication for successful mergers and

acquisition, M & A Communication

process, Managing communication during M

& As

Public Relations: Public Relations – Types

of Public Relations, Corporate Public

Relations, Marketing Public Relations – The

Process of PR: Understanding Public

Attitude, Developing a PR Plan,

Implementing the PR Program –

Measurement and Evaluation of PR

Effectiveness, PR Evaluation Process –

Tools for Measuring PR Effectiveness,

Tools for Measuring PR Output, Tools for

Measuring PR Outtakes, Tools for

Measuring PR Outcomes – Role of Public

Relations in Crisis Management

Crisis Management: Planning for crisis,

trigger for crisis plan implementation,

Planning and Practice of crisis plan,

handling media.

Office Circular No. 12 of 2010

Schedule of Sessions

Topics Sessions

Pre – Mid Sem

Corporate Communications 2

Communication Strategy 3

Corporate Branding 3

Reputation Management 2

Corporate Advertising 2

Advertising objectives and planning 2

Marketing Communications-An Overview 2

Post- Mid Sem

Marketing Communication Planning

Process

Marketing Communications Research 2

Mass Media Promotions 1

Brand Management 3

Integrated Marketing Communications 2

Ethical Issues in Marketing

Communications

Employee Communications 2

Investor Communication 1

Public Relations 2

Crisis Management 1

Total 33

Office Circular No. 12 of 2010

CORPROATE COMMUNICATION – Study Plan

Chapter Topic References Page

Corporate

Communications

Overview, Importance of Corporate

Communication, Importance of

communication in the context of change,

importance of communication in the

context of crises, principles of effective

strategic communication

Corporate

Communication I to XVII

model for developing integrated

communication interventions, barriers for

adopting integrated communication,-

Corporate

Communication pg 14- 23

Corporate Advertising, internal

communication, investor relationships,

Government relationships and corporate

philanthropy

Corporate

Communication

pge 95

to102

Effective media management Corporate

Communication Pg 100

Corporate

Branding:

Corporate brands,

Product Brands to Corporate Brands

Corporate

Branding

pg 3 -32

benefits of a corporate brand,

steps for successful corporate branding,

Pg 33-41

Framework for Corporate Branding –

strategic vision, organization culture,

corporate images; corporate branding in

practice – The case of British Airways,

integrating the organization to corporate

brand,

Corporate symbols

Stakeholders interpretation of corporate

symbols

CB pg 3 -

Reputation

Management:

Corporate Reputation, Reputation and

firms’ financial value, Reputation

Quotient, Corporate Brand and reputation

platforms, Corporate responsibility to

society and other stakeholders, corporate

citizenship, factors influencing corporate

reputation, Reputation Management,

Measuring Corporate Reputation

􀂾 Corporate

Communica

tion

􀂾 Corporate

Branding

CC pge

38-46

CB 61-70

Corporate

Advertising

Corporate advertising – Image advertising,

Advocacy advertising, Cause-related

advertising – Advantages and

Disadvantages of corporate advertising,

Comparative advertisement – Advantages

and Disadvantages of comparative

INC Patna

Wednesday, July 22, 2009

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