Course Course Title Semester &Level of Type of Course& No.

Code Knowledge of Credits

MB010401 STRATEGIC MANAGEMENT S4 Working Core Course 4

Course Objective
1. To expose students to various concepts and perspectives in the field of Strategic
Management
2. To help participants develop skills for applying these concepts in various contexts to
solve business problems
3. To enable to students to use traditional and contemporary analytical tools of Strategic
Management
No. of Sessions
Title & Contents LTP (Indicative)
Module
No.

UNDERSTANDING STRATEGY
1. 1.1 Introduction to Strategic Management: Introduction to
Strategy,overview of strategic management, meaning and
characteristics of strategic management, strategic management
process model
1.2 Hierarchy of Strategic Intent: Meaning & attributes of strategic 4+2
intent, meaning of vision, meaning of mission, difference
between vision & mission, characteristics of good mission
statements, objectives and goals, Critical Success Factors (CSF),
Key Performance Indicators (KPI), Key Result Areas (KRA).

ANALYSING THE ENVIRONMENT

2. 2.1Analysing company’s external environment: External
environmental analysis, Macro environment and industry
analysis, Porter’s Five Forces analysis, competitor analysis
2.2 Analysing company’s internal environment: SWOT Analysis,
Resource based view of a firm,competitive advantage, core
competence, characteristics of core competencies, core 4+2
competence as the root of competitive advantage
2.3 Value chain analysis using Porter’s model: Primary and
secondary activities
2.4 Business Portfolio Analysis: BCG Matrix, GE 9 Cell Model,
Strategic analysis and choice

TYPES OF STRATEGIES
3. 3.1Strategic alternatives: Corporate, business and functional levels of
strategy
3.2Corporate level strategies: Stability strategies, Growth strategies
4+2
(Diversification Strategies, Vertical Integration Strategies,
 Mergers, Acquisition & Takeover Strategies, Strategic Alliances
& Collaborative Partnerships), Retrenchment strategies
(Turnaround, Divestment, Liquidation, Outsourcing Strategies).
3.3 Business level strategies: Generic competitive strategies, Cost
leadership, Differentiation, Focus

IMPLEMENTATION, EVALUATION AND CONTROL OF

4. STRATEGY
4.1 Strategy implementation: Resource allocation, leadership in
strategic management
4.2 Strategy, structure and organisation culture, strategies for
4+2
managing change
4.3 Strategic evaluation and control: Evaluation of strategy, use of
Balanced Score Card, Six Sigma process (concepts only),
controls, premise, surveillance, implementation and strategic
alert control
5.
RECENT DEVELOPMENTS IN STRATEGY
5.1 Blue ocean strategy: Difference between blue & red ocean
strategies, principles of blue ocean strategy, strategy canvas &
value curves, four action framework
5.2 Business models: Meaning & components of business models,
new business models for internet economy, E-commerce
business models and strategies,internet strategies for traditional 4+2
business
5.3 Sustainability and strategic management:Corporate social
responsibility and sustainability, integrating social &
environmental sustainability issues in strategic management,
meaning of triple bottom line, people-planet-profits.

Suggested Readings:
1. Hill, Charles W.L. and R. Jones, Gareth, Strategic management: An integrated approach,
Cengage
2. Wheelen, Thomas L and Hunger, David J, Concepts in Strategic Management &
Business Policy, Pearson
3. Azhar Kazmi, Strategic Management, Tata McGraw Hill
4. Srinivasan R, Strategic Management: The Indian Context, Prentice Hall of India
5. Mason Carpenter, Gerard Sanders, Prashant Salwan, Concepts and Cases Strategic
Management- A dynamic Perspective, Pearson Education, India
6. Glueck,W F and Lavch, L. R Business policy and Strategic Management, McGraw Hill,
New Delhi.
7. Gregory G.Dess and Alex Miller, Strategic Management, McGraw Hill, India
8. Srivastava RM, Strategic Management: Concepts, Skills and Practices, Prentice Hall of
India
 LEARNING OUTCOMES

1. The Participants will be able to understand the concepts and perspectives in the area of
Strategic Management

2. Participants will acquire the necessary skills inusingtraditional and contemporary

Analytical tools of Strategic Management

3. At the end of the course, Participants will develop the ability to take the right Managerial
Decisions and solveBusinessProblems

Course Code Course Title Semester & Level Type of Course & No.
of Knowledge of Credits

MB80 MANAGEMENT OF S4 Working Elective Course 3

03/0408 FINANCIAL SERVICES

Course Objective

1 To give an appreciation and understanding of the fundamentals of financial services

industry in India

2 To give an insight into the impact of financial services industry in the overall financial
system.

Module Title & Contents No. of Sessions

No. LT (Indicative)

BASIC THEORETICAL FRAMEWORK

1.1 Indian Financial System- structure of financial system- financial
1. market-financial institutions-financial instruments-
6 +2
financial services- intermediaries
1.2 Financial services Industry-emergence and
developments- financial innovation
1.3 Current scenario and challenges in the financial services sector in
India.

FEE BASED FINANCIAL SERVICES

2.1 Merchant Banking-functions and role of merchant bankers- SEBI
guidelines on merchant bankers- Merchant Banking in India

2. 2.2 Credit Rating- Concept- process of Credit rating- Credit rating

agencies in India
3+3
2.3 Securitization of debt/assets- parties to securitization
transactionprocess -mechanism- securitization in India
 FUND BASED FINANCIAL SERVICE
3.1 Mutual Funds-concept- growth- types-product/scheme-functions of
AMC-regulations regarding mutual funds-mutual fund industry in
India
3.
3.2 Venture Capital- Dimensions- scope- stages of venture capital
financing- Guidelines for venture capital companies in India. 4+2

FUND BASED FINANCIAL SERVICE

4.1 Factoring mechanism-Types- functions- forfeiting – difference
between factoring and forfeiting- Bill discounting

4. 4.2 leasing – types of lease – regulatory framework of leasing in India 5+ 2

( Theory only)
3.4 Hire Purchase - legal framework- difference between leasing and
hire purchase.

INSURANCE SERVICES
5.1 Concept of insurance- principles- objectives- structure if insurance
industry
5.
5.2 Types of Insurance- classification of policies
5+2
5.3 Regulation of insurance service – IRDA- role and functions
5.4 Recent Trends in Insurance Business

Suggested Readings:
1. Khan .M.Y. Financial Services, TATA MCGRAW Hill Publishing Co. ltd. New Delhi
2. Albert. J. Fredman, Russwiles , How Mutual fund works, Prentice Hall of India pvt Ltd,
New Delhi.
3. Shanmugham. R. Financial Services , Wiley India Pvt Ltd., New Dehi , India
4. Pandey I.M. , Venture Capital in Indian experience, Prentice Hall of India Pvt. Ltd, New
Delhi.
5. Varshney.P.N., Mittal D.K. Indian Financial System, Sulthan Chand & Sons, New Delhi

LEARNING OUTCOMES

1. Understand the role and function of the financial system in reference to the macro
economy.

2. Demonstrate an awareness of the current structure and regulation of the Indian

financial services sector.
 3. Evaluate and create strategies to promote financial products and services.

Course Code Course Title Semester & Level of Type of Course & No.
Knowledge of Credits
S4 Working Elective Course 3
MB80 BEHAVIORAL
03/0406 FINANCE

Course Objective

1 To gain knowledge about how individuals makes financial decisions

2 To improve financial decision making themselves and others

3 To help students identify persistent or systematic behavioral factors that influence
investment behavior
Title & Contents No. of Sessions
Module
No. LT (Indicative)
1.
INTRODUCTION TO BEHAVIORAL FINANCE
1.1 History of Behavioral Finance,
1.2 EMH and Prospect theory 6+ 2
1.3 Behavioral Finance Micro versus Behavioral Finance Macro
1.4 Fundamental anomalies
1.5 Rational Economic Man versus Behaviorally Biased Man
Standard finance theory Vs Behavioral finance.

2.
INVESTOR BEHAVIOR AND ASSET ALLOCATION
PROCESS
2.1 Risk tolerance of individual investor.
2.2 Identification behavioral biases of individual Investors,
2.3 How to apply bias diagnoses when structuring asset allocations 4+3
2.4 Quantitative guidelines for incorporating behavioral finance in
asset allocation
 3.
INVESTOR BIASES –OVERCONFIDENCE
3.1Overconfidence and individual investors.
3.2 Factors affecting investors’ overconfidence. Impact of
overconfidence bias
3.3Methods to identify overconfidence bias 4+2
3.4 Overconfidence and professional investors
3.5 Emotions and investment decisions

4.
INVESTOR BIASES
4.1 Representativeness, Anchoring and adjustments
4.2 Cognitive Dissonance Bias, Self attribution bias , illusion of
control bias ,Mental accounting bias , Confirmation bias 4+2
Familiarity and representativeness

5. 5+2
PRACTICAL APPLICATION OF BEHAVIORAL FINANCE
5.1 Gender, Personality Type, and Investor Behavior
5.2 Investor Personality Types
5.3 Social interaction
5.3 Behavioral biases and corporate decision-making
5.5 Wealth management and behavioral finance

Suggested Readings:
1. Forbes, W. (2009), Behavioural Finance, 1st edition, John Wiley, ISBN: 9780470028049
2. Ackert, L. and Deaves, R. (2010), Behavioral Finance: Psychology, Decision-Making,
and Markets, 1st edition, South-Western, ISBN: 0538752866.
3. Baker, K. and Nofsinger, J. (2010), Behavioral Finance: Investors, Corporations, and
Markets, John Wiley, ISBN: 9780470499115.
4. Montier, J. (2010), Behavioural Finance, John Wiley, ISBN: 9780470844876.
5. Behavioral Finance: Understanding the Social, Cognitive, and Economic Debates, by
Burton and Shah Beyond Greed and Fear:
6. Understanding Behavioral Finance and the Psychology of Investing, by Shefrin
7. Pompian, Michael M. 2006. Behavioral Finance and Wealth Management. Wiley: New
Jersey. ISBN: 0-471-74517-0.

LEARNING OUTCOMES

1. Describe the differences between a behavioral finance perspective and a traditional

finance perspective.

2. Analyze factors behind a particular behavior of an investor

3. Analyze and interpret the reasons for different biases of investors

 4. Develop a wealth management plans to investors based on behavior analysis

Course Code Course Title Semester &Level of Type of Course&

Knowledge No. of Credits

MB81 PRODUCT AND BRAND S4Working Elective Course 3

03/0406 MANAGEMENT

Course Objective

1. To highlight the Strategic Role of Product Management in Organisational and

Functional context

2. To provide a framework within which participants will able to understand the

variables that drives the success of Brands

3. To make the students appreciate the various facets of Product and Brand decisions in
Organisations

No. of Sessions
LT (Indicative)
Module Title &Contents
No.
1.
ROLE OF PRODUCT MANAGEMENT
1.1Product Management as a basis for Marketing Organisation
Structure
1.2 Role of Product Manager – Skills Required for Product
Management
3+2
1.3 Discussion on Product Mix and Product Line Strategies of any
Organisation
1.4 Product Management in Consumer Products and Industrial
Products
2. PRODUCT PLANNING AND STRATEGY
2.1 Methods of Determining Competitors – Managerial Judgment &
Customer based Measures
2.2 Assessment of Competitors’ Current Objectives & Strategies –
Differential Advantage Analysis – Predicting Competitors’ Future
Strategies
4+3
2.3 Category Attractiveness Analysis, Competitor Analysis, Consumer
Analysis
2.4 Developing Product Strategy – Setting Objectives, Selection of
Strategic Alternatives, Differentiation and Positioning
 3.
NEW PRODUCT DEVELOPMENT
3.1 Categories of New Product –Consumer Adoption Process –
Diffusion of Innovation – Discussion with Recent Illustrations
3.2 Stages in New Product Development
3.3 New Product Success – New Product Failure 3+3
3.4 Product Life Cycle Strategies – Discussion with Case Studies
3.5 Marketing Metrics – Product-market based Metrics

4.
BRAND MANAGEMENT DECISIONS
4.1 Strategic Brand Management Process – Concept of Brand Equity –
Sources of Brand Equity 4+2
4.2 Four Steps of Brand Building
4.3 Understand Brand from Customers’ Perspective – Brand
Positioning
4.4 Brand Personality
4.5 Product Vs Corporate Branding

5. GROWING AND SUSTAINING BRAND EQUITY

5.1 Brand Extensions – Advantages & Disadvantages
5.2 Reinforcing Brands – Revitalizing Brands
5.3Brand Failures
5.4Co-branding – Celebrity Endorsements
5.5 Discussion on Top Ten Brands in India – Success Story 4+1
Suggested Readings:
1. Lehmann, Winer – Product Management – TMGH
2. U.C. Mathur – Product management, Excel Books, New Delhi, India
3. Anandan C – Product Management – TMGH
4. K S Chandrasekar – Product Management: Text and Cases, Himalaya Publishers
5. Kevin Lane Keller – Strategic Brand Management, Pearson Education, India
6. Chaturvedi M. – New Product Development – Wheeler Publications, New Delhi
7. Aaker David A. – Managing Brand Equity – Free Press, New York
8. Kumar, S. Ramesh – Marketing and Branding: The Indian Scenario – Pearson Education
9. Kapferer Jean Noel – Strategic Brand Management, Kogan Page, New Delhi 10. The
Economic Times – Weekly Brand Equity Supplement
 Learning Outcomes

1. The participants will be able to understand the Role and Importance of Product
Strategies and Decisions in an Organisation

2. The participants will get basic insights into New Product Development Success and
Failure

3. At the end of this course, the participants will get an overview of Nuances in Brand
Management

Course Code Course Title Semester &Level of Type of Course&

Knowledge No. of Credits
CONSUMER BEHAVIOUR S4Working Elective Course 3
MB81
03/0408

Course Objective
1. To Sensitize the Participants about the Role and Importance of Consumer Behaviour
in Marketing Process

2. To study the Impact of Environmental and Individual Influences on Buyer Behaviour

3. To Discuss about Consumer Behaviour in Indian Context

Title &Contents No. of Sessions
Module
No. LT (Indicative)
1.
UNDERSTANDING CONSUMER DECISION MAKING
1.1Relevance of Consumer Behaviour in Marketing Decisions
1.2 Discussion on Factors Determining Consumer Buying Decision –
Illustrations
1.3 Consumer Buying Decision Process – 5 Stage Model 3+4
1.4 Buyer Decision Roles – Levels of Consumer Decision Making
1.5 Consumer Decision Models – Howard Sheth Model – Engel.
Kollat & Blackwell Model – Hedonic Consumption Model for
Aesthetic Products
 2.
INDIVIDUAL DETERMINANTS OF CONSUMER
BEHAVIOUR
2.1 Personality and Self-concept – Role in Purchase Decisions
2.2 Personal Values & Consumption – Modern Trends in Lifestyles of 3+3
Consumer – Indian Scenario
2.3 Role of Memory, Learning, and Perception in Consumer
Behaviour
2.4 Motivation and Consumer behaviour
2.5 Attitudes & Beliefs – Its Impact on Consumer Behaviour

3.
SOCIOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOUR
3.1 Culture & Sub-Culture – Its Impact on Consumer Behaviour 4+3
3.2 Promotions & Communication by Marketers based on Culture in
India – Case Studies
3.3 Social Class and its Relevance on Consumer Behaviour
3.4 Discussion on Many Facets of Changing Indian Consumer
4.
GROUP INFLUENCES ON CONSUMER BEHAVIOUR
4.1 Reference Groups & Its impact on Consumer Behaviour
4.2 Consumer Relevant Groups – Factors Affecting Group Influence 4+2

4.3 Family Life Cycle and Purchasing Decisions – Role of Family in

Buyer Behaviour – Indian Scenario
5.
CONSUMER RIGHTS & INDIAN CONSUMER
5.1 Consumerism – Concept & Evolution
3+1
5.2 Consumer Rights in India
5.3 Recent Trends in Consumer Rights Protection
5.4 Indian Consumer – Demographic and Socio-Economic Behaviour
5.5 Living Standard Measures (LSM)
5.6 Characteristics of Bop Consumers in India

Suggested Readings:
1. Schiffman Leon. and Kanuk Leslie Lasar. – Consumer Behaviour – Pearson Education,
New Delhi.
2. RamanujMajumdar, Consumer Behaviour, Prentice Hall of India, New Delhi, 2011
3. Jay D. Lindquist, M. Joseph Sirgy (2009), Consumer Behaviour, Latest Indian Edition,
Cengage Learning
4. Henry Assael – Consumer Behaviour and Marketing Action – Kent Publishing Company
5. Berkman & Gilson – Consumer Behaviour: Concepts & Strategies – Kent Publishing
Company
6. Hawkins, Best and Coney – Consumer Behaviour – Tata McGraw Hill
7. Suja R. Nair – Consumer Behaviour in Indian Perspective – Himalaya Publishing House,
New Delhi
8. Solomon, Michael R., - Consumer Behaviour – Buying, Having and Being – Pearson
Education, New Delhi
9. Batra, Kazmi – Consumer Behaviour – Excel Books
10. S.L. Gupta, Sumithra Pal – Consumer Behaviour: An Indian Perspective – Sultan Chand
& Sons
11. Wikipedia – Hedonic Consumption Model

Learning Outcomes

1. The Participants will understand the Relevance of Consumer Behaviour in Marketing

2. The Participants will have conceptual and practical knowledge on Factors affecting
Buyer Behaviour

3.
The Students may understand Indian Scenario on Consumer Behaviour and its Trends