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Syllabus (BUSINESS ADMINISTRATION)

Course Type: MAJ-15

Semester: 8

Course Code:

Course Title: Major Elective-III ( Click on the View for details syllabus)

(L-P-Tu): 3-0-1

Credit: 4

Practical/Theory: Theory

Course Objective: To provide in- depth understanding of nature, peculiarities and demands on service provider for effective design of marketing strategies for a service business. To developing an understanding of issues involved in marketing of industrial products.

Learning Outcome: It will help the learners to understand the service sector in a better way. What factors are important and why services are unique, how could anyone can design it all the issues are addressed by this course.

Elective: Marketing Management

Elective Paper 3: Marketing of Services

(4 Credits)

Course Objectives

To provide in- depth understanding of nature, peculiarities and demands on service provider for effective design of marketing strategies for a service business. To developing an understanding of issues involved in marketing of industrial products.

Course Outcomes

It will help the learners to understand the service sector in a better way. What factors are important and why services are unique, how could anyone can design it all the issues are addressed by this course.

Course Content

Unit 1: Introduction to Marketing of Services (Lectures: 7)

Nature, scope, conceptual framework and special characteristics of services. Classification of Services. Technological development in services marketing, Consumer Involvement in Services Processes.

Unit 2: Segmentation, Targeting and Positioning (Lectures: 12)

Concepts of Segmentation, Targeting and Positioning, Role of Marketing in Services organizations, Research Application for Services Marketing. Internal marketing concept in the area of services marketing. Targeting consumers, Creating Value in competitive markets, positioning a service in market place Managing relationships and building loyalties. Importance of Services Marking in Indian Economy, Growth of service sector in Indian Economy.

Unit 3: Service Marketing Mix (Lectures: 10)

Service Product, Service products bundled with conventional products and standalone, Service Life Cycle, Customer loyalty and profitability. Place, Promotion and Pricing issues in Services Marketing; People – The Key to a Service Business, Physical Evidence, Services Capes Designed for Employees and for Customers; Process – The Customer’s Point of View Blueprinting, Managing the Waiting Process, Complaints Management and Service Recovery.

Unit 4: Service Quality (Lectures: 8)

The Parasuraman, Berry and Zeithamal Models, Customization versus Standardization, Defects, Failures and Recovery, Service Guarantees, Managing supply and demand. Services theatre and service experience, Gap between expected and perceived service, Customers’ role in service delivery.

Unit 5: Industry specific Service marketing (Lectures: 8)

Marketing of financial Services, Marketing of educational and Consultancy Services, Marketing of Hospitality and Tourism Services, Marketing of Health and Insurance Services.

Suggested Readings:

Apte, Govind, Services Marketing, Oxford University Press.

Bateson, E.G. & Hoffman, K. Douglas, Services Marketing, Cengage Learning.

Bhattacharya, C., Services Marketing, Excel Books.

Jauhari, Vinnie & Dutta, Kirti, Services Marketing: Text and Cases, Oxford University Press.

Jha, S.M., Services Marketing, Himalaya Publishing House.

Kothari, R., Financial Services in India, Sage.

Nair, V.K., Cases in Services Marketing, Excel Books.

Rao, Services Marketing, Pearson Education.

Srinivasan, Services Marketing: The Indian Context, PHI LEARNING.

Elective: Human Resource Management

Elective Paper 3: Industrial Relations

(4 Credits)

Course Objectives

The aim of this course is to identify the key players operating in the industry and the process to sustain cordial relationship between them.

Course Outcomes

The outcome of the course is to make the students aware and understand about the dynamics of the industrial relations in the rapidly changing environment and also, they will have knowledge about the disciplinary procedure and grievance management process along with their implementation aspect.

Course Content

Unit 1: Industrial Relations (Lectures: 10)

Concept Objectives, Nature and Scope, Evolution and Growth of Industrial Relation in India–Factor Influencing Industrial Relation;

Unit 2: Trade Unions (Lectures: 10)

Definitions. Characteristics of Trade Unions; Types of Trade Unions, Reason for Employees joining Trade Unions; Trade Union Movement in India; Problems of Indian Trade Unions; Trade Union Federations in India.

Unit 3: Industrial Conflicts (Lectures: 15)

Nature of Industrial Conflicts – Types and Causes of Industrial Disputes– Impact of Industrial Disputes- Machinery for the Prevention and Settlement of Industrial Disputes; International Labor Organization: Role & Functions.

Unit 4: Worker’s participation in Management (Lectures: 10)

Works Committee, Joint Management Councils, Pre-Requisite for successful participation, Collective Bargaining – Form, levels (Plant Level, Industry Level and National Level) and process. Role of Government in Collective Bargaining. Advantages and Disadvantages of Collective Bargaining.

Unit 5: Acts related to Industrial Relation (Lectures: 15)

Factories Act, Concept of Welfare – Safety – Health Measures. Trade Union Act 1926, The Industrial Employment (Standing Orders) Act 1946, The Industrial Disputes Act 1947.

Suggested Readings:

Mamoria, C.B. (2020); Dynamics of Industrial Relations; Himalaya Publishing House;

16th Edition.

Mustafa, M. and Dharma, Onkar (2002); Workers' Participation in Management,

Concept and Practice; Deep and Deep Publications; 2nd Edition.

Pylee, M.V (1997); Worker's Participation in Management; Vikas Publications; 2nd

Edition.

Ramanujam, G.(1990) Indian Labour Movement, Sterling Publications; 2nd Edition.

Sharma R.C. (2016); Industrial Relation and Labour Legislation; PHI Learning Pvt.

Ltd; 1st Edition.

Sinha (2004); )Industrial Relations, Trade Unions, and Labour Legislation; Pearson

Education India; 4th Edition.

Monappa Arun (2012); Industrial Relations and Labour Laws; Tata McGraw-Hill

Education; 2nd Edition..

Sivarethinamohan R (2010); Industrial Relations and Labour Welfare: Text and Cases;

PHI Learning Pvt. Ltd.

P L Mallik, Handbook of Industrial and Labour Laws, Eastern Book Company.

Elective: Financial Management

Elective Paper 3: Security Analysis and Portfolio Management

(4 Credits)

Course Objectives

The objective of this course is to impart an in-depth knowledge to students regarding the theory and practice of Security Analysis and Portfolio Management.

Course Outcomes

At the end of the course, students will be able to understand the basics of investment in securities, securities valuation, risk and return, stock market operations in India, different types of securities and understand the concept, scope and importance of portfolio management.

Course Content

Unit 1: Basics of Investment in Securities (Lectures: 10)

Concept nature and process. Return and risk. Valuation of securities: The Value Price relationship, Valuation of Fixed Income Securities, Valuation of Equity Shares, Objectives of security analysis.

Unit 2: Stock Market Operations in India (Lectures: 10)

Organisation, Regulation and functioning of stock market, Market Indices and Return; Investment Alternatives-Government securities, Non-Security form of Investment, Investment Instruments of money-market.

Unit 3: Stock Market Analysis (Lectures: 15)

Fundamental Analysis, Economy, Industry and Company Level Analysis, Technical Analysis, Efficient Market Theory; Recent developments in the Indian stock market. Investment Training and Portfolio Revision, Institutional and Managed Portfolio- Performance Evaluation of Managed Portfolios, Investment Companies, Mutual Funds, International Diversification.

Unit 4: Introduction to Portfolio Management (Lectures: 10)

Portfolio Management: Meaning and concept, scope, importance, an optimum Portfolio Selection Problem, Markowitz Portfolio Theory, The Mean-variance Criterion (MVC) – The nature of Investment Risk, MVC and Portfolio selection, Portfolios of two risky Securities, The Efficient Frontier, Tracing the Efficient Frontier, the relationship between the Unleveraged and Leveraged Portfolio, Sharpe-Single Index Model, Application of Market Model in Portfolio construction, Capital Asset Pricing Model.

Suggested Readings:

Investment Management: Security Analysis and Portfolio Management - V.K. Bhalla - S. Chand.

The Charging Structure of Industrial Finance in India - L.C. Gupta - Oxford University Press.

Security Analysis and Portfolio Management – S. Kevin – PHI Learning

Elective: Logistics and Supply Chain Management

Elective Paper 3: Managing Procurement Contract and Relationship

(4 Credits)

Course Objectives

Purpose of this course is to prepare students for contract logistics and to explain the concept and principle of procurement, its process and its management. Its other intentions are to make students able for Vendor selection and maintaining relationship with existing suppliers while taking decision to do themselves or outsource

Course Outcomes

After taking this course, learners will be able to

Keep detail idea of Procurement Management and process
Explain the basics of contract about procurement and logistics.
Describe about the outsourcing decision, type of outsourcing and third party selection
Implement the idea of new Vendor Selection, Relationship with existing supplier
Narrate the theme of Export sales contract in international logistics

Course Content

Unit 1: Introduction to Procurement Management (Lectures: 12)

Concept of Sourcing and Procurement, Purchasing: Purchasing Cycle, 8 R’s of Purchasing, Role of a Purchasing Manager, Risks in purchasing process and mitigation, Placing Orders, Make or Buy Decision, Centralized vs Decentralized Approaches, Single vs Multiple Sourcing, Day-to-Day vs Long Term Sourcing.

Unit 2: Procurements Process (Lectures: 12)

Identifying Sources of Suppliers’ Information, Request for Proposal, Methods of Buying, Steps of Buying Process, Terms and Condition of Purchase, Buying Documentation, Negotiation in Procurement, Use of IT in Sourcing, Global Tenders and E-Procurement, Reverse Auctions, Global Purchasing,

Unit 3: Vendor Selection (Lectures: 12)

Strategic alliances; Third party services : Criteria and Integration; Use of third party service providers; New Vendor Selection and Development Process; Evaluation of Existing Vendors, Developing Vendor Performance Measures; Working with Suppliers; Key Supplier Account Management,

Unit 4: Contract and relationship (Lectures: 12)

Contract management, Contract implementation plans; Governance for contract management; Types of contractual risks; Contract of sale, Essentials of contract of sale. Implied and express terms for performance of contracts; Breach of contracts, Assessment of damages, Limits of liability, Procedure for termination. Types of supplier relationships; Internal and external. Relationship spectrum, Relationship life cycle, Vendor Relationship Development, Vendor dispute settlement; Vendor Monitoring, Promoting suppliers. Supplier Relationship Management. Approaches to supplier development, Techniques for relationship improvement.

Unit 5: Export Sales Contract in International Logistics (Lectures: 12)

Constituents of the Export Sales Contract, Contract of Affreightment: Terms of Delivery. Constituents/Strategy and its Interface with the Management of the Global Supply Chain, Selecting the International Logistics Operator ; Contract Logistics.

Suggested Readings:

Asopa, V.N: Shipping Management: Cases and Concepts, Macmillan, New Delhi.

Lambert, D et al: Strategic Logistic Management, McGraw Hill, New Delhi.

Janat Shah, Supply Chain Management: Text and Cases, 2nd Edition 2017.

John Manners-Bell, Logistics and Supply Chains in Emerging Markets, Kogan Page, 2017

Sollish, F. and Semanch, J. Strategic Global Sourcing: Best Practices, Wiley Publications

Chopra and Miendl, Supply Chain Management: Strategy, planning and operation,

Pearson Books

Sherry R. Gordon, Supplier Evaluation and Performance Excellence: A Guide toMeaningful Metrics and Successful Results.

B S Sahay, Emerging Issues in Supply Chain Management (McMillan)

Alan Harrison, Logistics Management and Strategy (Pearson

Elective: Information System

Elective Paper 3: Data Analytics

(4 Credits)

Course Objectives:

This course is designed to teach students how to analyze different types of data using Python. Students will learn how to prepare data for analysis, perform simple statistical analysis, create meaningful data visualizations and predict future trends from data.

Course Outcomes:

On successful completion of the course, students will be able to understand basics of python for performing data analysis, understand the data, performing pre-processing, processing and data visualization to get insights from data, use different python packages for mathematical, scientific applications and for web data analysis, develop the model for data analysis and evaluate the model performance.

Course Content

Theory

Unit 1: Python Fundamentals for Data Analysis & Introduction to Data Understanding and Pre-processing (Lectures: 15)

Python data structures, Control statements, Functions, Object Oriented programming concepts, Exception handling, Implementation of user-defined Modules and Package, File handling in python. Introduction to Data Understanding and Pre-processing-Knowledge domains of Data Analysis, understanding structured and unstructured data, Data Analysis process, Dataset generation, Importing Dataset: Importing and Exporting Data, Basic Insights from Datasets, Cleaning and Preparing the Data: Identify and Handle Missing Values.

Unit 2: Data Processing and Visualization (Lectures: 8)

Data Formatting, Exploratory Data Analysis, Filtering and hierarchical indexing using Pandas. Data Visualization: Basic Visualization Tools, Specialized Visualization Tools, Seaborn Creating and Plotting Maps.

Unit 3: Mathematical and Scientific applications for Data Analysis

(Lectures: 8)

Numpy and Scipy Package, Understanding and creating N-dimensional arrays, Basic indexing and slicing, Boolean indexing, Fancy indexing, Universal functions, Data processing using arrays, File input and output with arrays.

Unit 4: Analyzing Web Data (Lectures: 8)

Data wrangling, Web scrapping, Combing and merging data sets, Reshaping and pivoting, Data transformation, String Manipulation, case study for web scrapping.

Unit 5: Model Development and Evaluation (Lectures: 6)

Introduction to machine learning- Supervised and Unsupervised Learning, Model development, Model Visualization, Prediction and Decision Making, Model Evaluation: Over-fitting, Under-fitting and Model Selection.

Practical: Data Analytics Lab (Practical Hours: 30)

Introduction to Data Science, Exploratory Data Analysis and Data Science Process. Motivation for using Python for Data Analysis, Introduction of Python shell iPython and Jupyter Notebook, Essential Python Libraries-NumPy, pandas, matplotlib, SciPy, scikit-learn, stats models, Getting Started with Pandas- Arrays and vectorized computation, Introduction to pandas Data Structures, Essential Functionality, Summarizing and Computing Descriptive Statistics, Data Loading, Storage and File Formats. Reading and Writing Data in Text Format, Web Scraping, Binary Data Formats, Interacting with Web APIs, Interacting with Databases, Data Cleaning and Preparation, Handling Missing Data, Data Transformation, String Manipulation, Data Wrangling- Hierarchical Indexing, Combining and Merging Data Sets Reshaping and Pivoting, Data Visualization matplotlib- Basics of matplotlib, plotting with pandas and seaborn, other python visualization tools. Data Aggregation and Group operations-Group by Mechanics, Data aggregation, General split-apply-combine, Pivot tables and cross tabulation, Advanced Pandas- Categorical Data, Advanced Group By Use, Techniques for Method Chaining.

Sidho-Kanho-Birsha University

Syllabus (BUSINESS ADMINISTRATION)