Syllabus (BUSINESS ADMINISTRATION)

Course Type: MAJ-16

Semester: 8

Course Code: BBBAMAJ16T

Course Title: Major Elective-IV (Click on the view for detail syllabus)

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

Credit: 4

Practical/Theory: Theory

Course Objective: The aim of the course is to build knowledge and understanding of advertisement among the student.

Learning Outcome: The course seeks to give detailed knowledge about the subject matter by instilling them basic ideas about advertising Management. The outcome of the course will be as follows – To provide knowledge about advertisement and its use in business, to make able about advertisement concept and its management and to learn about the use of advertisement in business.

Elective: Marketing Management

Elective Paper 4: Advertising and Brand Management

(4 Credits)

Course Objectives

The aim of the course is to build knowledge and understanding of advertisement among the student.

Course Outcomes

The course seeks to give detailed knowledge about the subject matter by instilling them basic ideas about advertising Management. The outcome of the course will be as follows – To provide knowledge about advertisement and its use in business, to make able about advertisement concept and its management and to learn about the use of advertisement in business.

Course Content

Unit 1: Introduction to Advertisement and Brand (Lectures: 10)

Concept, Scope, importance, types and Role of advertising in social and economic development of India: Ethical issues in Indian Advertising; Integrated Communication Mix (IMC)-meaning, importance; Branding-meaning, importance in advertising.

Unit 2: Advertising Design (Lectures: 7)

Advertising theories, Advertising appeal, Advertising executional frameworks; Creating an advertisement, Advertising media- selection and types.

Unit 3: Trade and Consumer Sales Promotions (Lectures: 10)

Nature and objectives of trade promotion, Types of trade promotion, Trade allowances, Trade contest, Trade incentives, Training programme, Vendor support programme, Types of consumer promotion- coupons, premiums, contests, sweepstakes, refunds, rebates, sampling, bonus pack, price off.

Unit 4: Personal selling and Public Relation (Lectures: 10)

Personal selling- Definition, Steps in personal selling process, Retail selling, Business to business selling, Principles of personal selling, Personal selling in international market.

Public Relation (PR)- Definition, Publics on PR, PR tools, Jobs of PR executives and PR agency; Sponsorship and event management.

Unit 5: Brand Management (Lectures: 8)

Branding challenges and opportunities, Brand preference, Brand loyalty, Brand equity, Extension, Co-branding, Strategic Brand Management Process.

Suggested Readings:

Batra, Myers & Aaker, Advertising Management, PHI LEARNING.

Chunawalla, S.A., Advertising, Sales and Promotion Management, Himalaya Publishing House.

David, A.A. & John, M.G., Advertising Management, PHI LEARNING.

Gupta, Ruchi, dvertising, S. Chand & Company.

Jethwaney, Jaishree & Jain, Shruti, Advertising Management, Oxford University Press.

Kazmi, M.M.S. & Batra, K.S., Advertising and Sales Promotion, Excel Books.

Sharma, Kavita, Advertising: Planning and Decision Making, Taxmann Publications.

Rathor, B.S., Advertising Management, Himalaya Publishing House.

Elective: Human Resource Management

Elective Paper 4: Human Resource Development

(4 Credits)

Course Objectives

This paper aims to make learners familiar about different HR related developmental issue including developmental process, system, activity and application for holistic improvement of enterprise.

Course Outcomes

After completion of this course, students will be able to understand the role, challenge and functions of HRD, identify the process , matrix, strategy and the outcomes of HRD applications, know the HRD system, design, activities and intervention, and understand diversity issues, HRD Applications, reality and Emerging Trends.

Course Content

Unit 1: Fundamentals of Human Resource Development (HRD) (Lectures: 15)

Concept and role of HRD; Difference and relationship between Human Resource

Management and Human Resource Development; Benefits of HRD; Benefit of HRD professionals; Challenges in HRD.

Unit 2: HRD Process and HRD Matrix (Lectures: 15)

Assessing need for HRD process; Designing and developing HRD strategy; Implementing HRD programs; Evaluating effectiveness of HRD Programs; HRD audit; HRD climate, HRD Matrix- instruments, process, outcomes and organisational effectiveness.

Unit 3: HRD System (Lectures: 15)

HRD system; Performance appraisal and Potential appraisal system; Strategic Learning; Designing knowledge management system; Career development; Designing career development system; Reward system; HRD practices in Government Organisations and MNCs,

Unit 4: HRD Activities (Lectures: 15)

HRD for workers- Training, empowerment, Role of Trade Unions; HRD Interventions- meaning, determinants and types (Human process interventions, Techno structural interventions, HR management, strategic interventions)

Unit 5: HRD Applications and Emerging Trends (Lectures: 15)

Coaching and mentoring; Career management and development; Employee counselling; Competency mapping; Balanced Score Card; Integrating HRD with technology, HRD Audit; HRIS; Cloud based HR technology.

Suggested Readings:

Werner J. M., DeSimone, R.L., Human resource development, South Western.

Nadler, L., Corporate human resources development, Van Nostrand Reinhold.

Chaudhuri, S. & Ghosh, R. (2012). Reverse Mentoring: A Social Exchange Tool for Keeping the

Boomers Engaged and Millennials Committed. Human Resource Development Review.

Rao, T.V., Future of HRD, Macmillan Publishers India.

Rao, T.V., HRD Score Card 2500: Based on HRD audit, Response Books, SAGE Publications.

Rao, T.V., Hurconomics for talent management: Making the HRD missionary business-driven,

Pearson Education.

Curtis, B., Hefley, W. E., Miller, S. A., The people capability maturity model: Guidelines for improving workforce, Pearson Education.

Elective: Financial Management

Elective Paper 4: Financial Statement Analysis

(4 Credits)

Course Objectives

The objective of this course is to equip students with the required knowledge and understanding of various components of corporate financial statements and their analysis and interpretation.

Course Outcomes

At the end of the course, students should be able to understand the concept, structure and components of various financial statements, procedures and techniques of analysing various financial statements like Profit and Loss and Balance Sheet of Companies and the concept and importance of cashflow analysis.

Course Contents

Unit 1: Introduction to Financial Statements Analysis (Lectures: 10)

Definitions, types, importance and components of financial statements; Income Statement, Balance Sheet, Cash and Fund Flow Statements, Different users of financial statement information; Objectives, importance and limitations of financial statement analysis (FSA).

Unit 2: Tools of Financial Statement Analysis (Lectures: 10)

Comparative Statements, Common-size statements, Trend Ratios; Ratio Analysis: Liquidity, profitability, turnover and solvency analysis and interpretations, limitations of ratio analysis, Comparative and Common size financial statements.

Unit 3: Fund Flow and Cash Flow Analysis (Lectures: 17)

Concept, meaning, importance and limitations of Cash Flow and Fund Flow statements; Meaning, Sources and uses of Fund; Steps in preparing Fund Flow and Cash Flow Statements, SEBI Guidelines and Accounting Standards for Cash Flow Statements.

Unit 4: Prospective analysis (Lectures: 8)

Concept of prospective analysis, projection process, process of projecting income statement, balance sheet, sensitivity analysis, an overview of forecasting tools and techniques- moving average and arima models.

Suggested Readings:

Financial Reporting & Financial Statement Analysis – Mukherjee and Mukherjee, Oxford University Press,

Financial Statement Analysis – G. Sinha - PHI Learning Private Ltd.

Financial Statement Analysis – A Comprehensive Approach – D. Sur - Excel Books.

Elective: Logistics and Supply Chain Management

Elective Paper 4: Global Environment for Supply Chain Management

(4 Credits)

Course Objectives

Basic objectives of this course are to inform students about environmental issues, stake holders and global factors having impact on Supply chain Management and important multi-lateral economic dealings. It also targets to provide knowledge on concept, scope and elements of international level Supply chain Management and issues related to several modes of transport. It would make them understand the requirements and regulations of global Supply chain Management including Performance expectation, strategy and evaluation.

Course Outcomes

After studying this course, students will gain knowledge of various factors influencing global market forces and international Supply chain Management, know the multi-lateral economic cooperation, assess internationally logistical function, process, modes, identify the factors influencing technological forces and Enumerate the sources of risk, list the issues in international supply chain management including Supply Chain Performance expectation and evaluation, elaborate the requirements, benefits, and selecting criteria of Different Modes of International Transports, and explain the global strategy implementation and analyze the Transports cost and Analysis.

Course Content

Unit 1: Concept of International Business (Lectures: 10)

Basics of International Business , Modes of entry in to International Business; Frame work for analyzing international business environment; Institutional support to International Business-- UNO, IMF, World Bank; UNCTAD; WTO; Regional Economic Co-operation and Integration between Countries.

Unit 2: International Marketing and Supply chain Management (SCM) (Lectures: 10)

Supply chain Management (SCM) and Logistics with Customer Focused Marketing; International SCM and Logistics : Concept, Scope, Challenge and Mode; International Marketing Channel; Role of Clearing Agent, Recent Trends in World SCM Trade – Leading International players in SCM; Logistics Documents for International Trade

Unit 3: International Supply Chain Performance Expectation, Strategy and Evaluation (Lectures: 10)

Managing the Unknown Factors for International SCM; Types of Global Risks for SCM and Managing Global Risks; Regional differences in Logistics and SCM; Cultural differences in different places ; Geographic information Systems- Infrastructure – International SCM Performance Expectation and Evaluation ; Requirements for Global SCM Strategy and Global SCM Strategy implementation ; Information system Availability.

Unit 4: Different Modes of International Transports (Lectures: 10)

Introduction to International Transport System- Basic Terms; Characteristics and Relations, Significance of Transportation Services, Different Modes of Transports : Road Transportation, Rail Transportation, Maritime Transport, Air Transport. Intermodal Transportation, Maritime (Concept, Characteristics, Merit and Demerit); Routing Patterns, The Containerization of Commodities, Transcontinental Bridges; Choice and Issues for Selecting Transport Mode,

Unit 5: International Transports Cost and Analysis (Lectures: 10)

Transport Cost Characteristics; International Transport Supply and Demand, International Location Analysis; International Transport Policy, International Transport Planning, International Transport Safety and Security, Traffic Counts and Traffic Surveys, Cost /Benefit Analysis; Technical performance & Transport Economic Indicators,

Suggested Readings:

F.Adhikary, Manab, Global Business Management, Macmillan, New Delhi

Black and Sundaram: International Business Environment, PHI New Delhi.

Sak Onkvisit& John J. Shaw ; International Marketing, Prentice Hall of India

Gupta and Varshing ; International Marketing, Sultan Chand and Sons

Multiah Krishnaveni,; Logistic Management and World Sea Borne Trade: Himalaya Publication

Donald J. Bowerson, Logistic and Supply Chain Management: Prentice Hall of India

Pierre David, International Logistics: The Management of International Trade Operations Paperback – Import, 1 Dec 2013.

John Mangan, Chandra Lalwani, “Global Logistics and Supply Chain Management”, Tim Butcher John Wiley & Sons, 2nd Edition, 2011.

Ross.D.F, “Competing through Supply Chain Management”, Chapman & Hall, 6th Edition,

Woods.D,A. Barone,P.Murphy, D.Wardlow, “International logistics”, Chapman & Hall, 1998.

Alan E. Branch, Global Supply Chain Management and International Logistics (Routledge)

Douglas Long: International Logistics Global Supply chain management, Kluweracademic publishers

Elective: Information System

Elective Paper 4: Fundamentals of Digital Marketing

(4 Credits)

Course Objective: Global Business is increasingly confronted with the need to participate and manage in a real-time digital environment. Hence businesses need to consider how to take advantage of digital technologies as a tool and potential imperative for competitive advantage and whether their current marketing strategies are coherent with strategies for the digital market. Designed to provide students with a comprehensive understanding of the impact of marketing in the digital environment, Digital Marketing targets the Web, mobile, iPads as well as social media in the context of both their technological underpinnings and facilitation of delivery mechanisms. Students investigate globalization, adaptation, and real-time communication issues together with new forms of segmentation and an entire new paradigm of understanding consumer in this rapidly changing digital environment.

Course Outcomes

On successful completion of the course students will be able to analyze the confluence of marketing, operations, and human resources in real-time delivery, demonstrate cognitive knowledge of the skills required in conducting online research and research on online markets, as well as in identifying, assessing and selecting digital market opportunities, explain emerging trends in digital marketing and critically assess the use of digital marketing tools by applying relevant marketing theories and frameworks, investigate and evaluate issues in adapting to globalized markets that are constantly changing and increasingly networked, interpret the traditional marketing mix within the context of a changing and extended range of digital strategies and tactics, comprehend the importance of conversion and working with digital relationship marketing; and analyze cross-cultural and ethical issues in globalized digital markets.

Course Content

Theory

Unit 1: Introduction to Digital Marketing (Lectures: 8)

Fundamentals of Digital marketing & Its Significance, Traditional marketing Vs Digital Marketing, Evolution of Digital Marketing, Digital Marketing Landscape, Key Drivers, Digital Consumer & Communities, Gen Y & Netizen’s expectation & influence wrt Digital Marketing. The Digital users in India, Digital marketing Strategy- Consumer Decision journey, POEM Framework, Segmenting & Customizing messages, Digital advertising Market in India, Skills in Digital Marketing.

Unit 2: Social Media Marketing (Lectures: 9)

Fundamentals of Social Media Marketing & its significance, Necessity of Social media Marketing, Building a Successful strategy: Goal Setting, Implementation. Major Social Media Platforms for Marketing (Facebook Marketing: Facebook for Business, Facebook Insight, Facebook audience & types, LinkedIn Marketing: Importance of LinkedIn presence, LinkedIn Strategy, Content Strategy, LinkedIn analysis, Targeting, Ad Campaign, Instagram marketing), Developing Data-driven Audience & Campaign Insights; Social Media for Business; Creation & Optimization of Social Media Campaigns.

Unit 3: Use the internet for promotion using digital marketing Communications

(Lectures: 9)

Search engine marketing (SEM): definition of SEM, definition of search engine Optimization (SEO); advantages and disadvantages of SEO; SEO & Business Objectives; Writing SEO Content; On-site & off-site SEO; Optimize Organic Search Ranking, Paid search engine marketing, pay per click advertising (PPC); landing pages; long Tail concept; geo-targeting e.g. Google Ad Words; opt in email and email Marketing. Market research. Customer relationship Marketing, Internet communities.

Unit 4: Advertising Tools & Its Optimization (Objective: How to create effective Ad Words campaign & Advertising Positioning with respect to the Digital marketing) (Lectures: 10)

Digital Advertising, Different Digital Advertisement, Performance of Digital Advertising- Process & players, Display Advertising Media, Digital metrics. Buying Models- CPC, CPM, CPL, CPA, fixed Cost/Sponsorship, Targeting- Contextual targeting, remarking, Demographics, Geographic & Language Targeting. Display adverting, Buying Models, different type of ad tools, Display advertising terminology, types of display ads, different ad formats.

Unit 5: Design a Digital Marketing Plan (Lectures: 9)

Design digital marketing plan, SWOT, situational analysis, key performance Indicators in internet marketing, Digital Landscape, P-O-E-M Framework. Segmenting and Customising Messages. Digital Advertising Market in India.

Practical: Digital Marketing Lab (Practical Hours: 30)

Facebook Marketing: Setting up Facebook Advertising Account, Designing Facebook Advertising campaigns, Facebook Avatar, Apps, Live, Hashtags, Facebook Analytics, Payment modes, LinkedIn Marketing: LinkedIn analysis, Targeting, Ad Campaign, Instagram marketing YouTube Advertising- YouTube Channels, YouTube Ads, Type of Videos, Buying Models, Targeting & optimization, Designing & monitoring Video Campaigns, Display campaigns. Google Adwards or pay per click marketing

Suggested Readings:

Digital Marketing by Seema Gupta (IIM-B)

Digital Marketing: Strategy, Implementation & Practice by Dave Chaffey & Fiona Ellis-Chadwick

Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation – Damian Ryan and Calvin Jones