Program Overview - VESIM

1

Program Overview

In line with VESIM ideology of providing students’ cutting-edge knowledge and advanced

learning skills, the institute offers a unique two-year, full-time Post Graduate Program in

Management (PGDM) focused on Business Analytics.

The course is designed keeping in mind the industry’s requirements in the emerging businesses

scenario where corporate are using big data and big data analytics to gain a competitive edge

over competitors. The course covers four specializations: Business Analytics, Banking &

Finance, Marketing and Human Resource Management. It will enable students to develop a

deeper understanding of their chosen field by using Big Data and Big Data Analytics. Also, it will

help to sharpen their ability in decision making on critical management, and policy issues.

VESIM has specially established Big Data/Business Analytics - Center of Excellence, where

students are trained on the latest technologies of Data Analytics such as the SAS platform,

Hadoop, R programming & Python and generating innovative ideas that may be hidden within

the data.

Pedagogy

At VESIM, we emphasize on honing leadership skills, and cultivating analytical thinking qualities

in students. We live by the philosophy of “Learning by Doing”.

The course modules are delivered through various impact-building teaching methods such as

Lectures, Role Play, Case Study Discussions, Field work, Workshops, Counselling Sessions,

Educational and Informative Videos. In addition to that, students are encouraged to complete

Assignments, participate in Quizzes, Tests, Live Projects, Presentations, and Simulations, and

academic and extra-curricular activities. We regularly organize Industrial Visits, Summer

Internship Projects, Management Internship Program, and industry specific skills and training

& development sessions.

Design of the Syllabus

Six Trimesters covering thirty-six courses with a total of 108 Credits.

Choice of specialized Analytics subjects in the chosen stream.

Foundation Course at the beginning of the Program.

Eight Week Summer Internship Program

Twelve week Management Internship Program.

Two week Yuva For Seva – A Community Initiative Program

2

Foundation Course

The Foundation Courses have been developed to help the students gain a strong foundation

for the highly specialized professional courses that they will take up during their trimesters.

Students in the Post Graduate Management Program come from various backgrounds like

engineering, commerce, science, arts etc. They may not have had exposure to cross domain

subjects during their under-graduate studies. The purpose behind the Foundation Course is to

bring the students from different fields on one common base and ensure that each one of

themcan learn the on-coming subjects with full understanding.

The Foundation Course is common and compulsory to all students irrespective of their choice

of specialization and their undergraduate subjects Each subject consists of 21 hours of

teaching/learning. There is an assessment at the end of the course.

The subjects taught as part of the Foundation Course are as follows:

Sr. No Business Analytics Credits

Foundation Course

1 Applied Economics 2

2 Business Communication 2

3 Basic and Advanced Excel 2

4 Basics of Finance 2

5 Perspective Management 2

6 Organizational Behavior 2

Total Credits 12

3

PGDM Specialization in Marketing

Marketing is the principal reason behind the success of any business. A specialization in

marketing stream enhances the skills of the students from basic and covers advanced levels.

The course provides theoretical models in Marketing that adds to the knowledge of how

markets work and how to compete effectively in the market.

The course provides an ‘Application Based’ Practical approach to deal with various real life

scenarios.

The goal is to increase the depth of knowledge in this area so that they can take strategic

decisions with regards to Products and Services.

With specialization in Marketing, students will learn modern techniques of reaching out to a

consumer in the ‘New Economy’ using various digital tools.

The Marketing specialization program creates employable professionals catering to industry by

imparting focused and dedicated training of job aspirants.

Contributions By:

Dr. Satish Modh, Director VESIM

Dr. Sandeep Bhardwaj, Dean Academics, VESIM

Dr. Sachin Deshmukh, Dean PGDM, VESIM

Dr. Swati Singh, Area Chairperson (Marketing), VESIM

Faculties of VESIM

4

Course Structure Marketing Trimester I

Number Trimester Sr. No Name of Subject credits

I 1 Marketing Management 3

I 2 Financial Accounting 3

I 3 Business Statistics * 3

I 4 Base SAS Programming Essentials 3

I 5 Data Integration Techniques 3

I 6 Introduction to Big Data and Business Analytics 3

I Total Credits 18

Additionally

* Enterprise Guide (Tutorial) for 20 hours

Trimester II

Trimester Name of Subject Number credits

II 1 Financial Management 3

II 2 International Business 3

II 3 Data Mining with Eminer 3

II 4 Base Programming DMT 3

II 5 Sales Management 3

II 6 Consumer Buying Behaviour 3

Total Credits 18

Trimester III


III 1 Business and Market Research Methods 3

III 2 Business to Business Marketing 3

III 3 Service Marketing 3

III 4 Retail Management 3

Elective Group 1

III 5 Forecasting Techniques 3

III 6 Macro + Stat 1 + Stat 2 3

Elective Group 2

III 5 Rural Marketing 3

III 6 Travel & Tourism Management 3

Total Credits 18

Internship Credits Summer Internship Project (SIP) 4

5

Trimester IV


IV 1 Strategic Management 3

IV 2 ERP & Supply Chain Management 3

IV 3 Integrated Marketing Communication 3

IV 4 Text Mining & Sentiment Analytics 3

Elective Group 1

IV 5 Visual Analytics 3

IV 6 Multivariate Statistical Analysis for Understanding Complex Data

3

Elective Group 2

IV 5 International Marketing 3

IV 6 Customer Relationship Management 3

Total Credits 18

Trimester V


V 1 Ethical Management & Corporate Governance 3

V 2 Legal Aspects of Business & Taxation 3

V 3 Digital & Social Media Marketing 3

V 4 Brand Management 3

V 5 Market Campaign Management 3

V 6 Market Efficiency Management 3

Total Credits 18

Trimester VI

Twelve weeks Management Internship Program

Internship Credits Management Internship Program 6

6

PGDM PROGRAM AT A GLANCE

Sr. No Trimester / Foundation

No of Hours

Credits Total

Marks Remark

Contact Hours Tutorial Internship

1 Foundation 120 12 300

2 Trimester I 180 20 18 600 Tutorial NO

EXAM

3 Trimester II 180 18 600

4 Trimester III 180 18 600

SIP ( 8 weeks ) 200 4 100

5 Trimester IV 180 18 600

6 Trimester V 180 18 600

7 Trimester VI (MIP) (12 Weeks)

300 6 200

TOTAL 1020 20 500 112 3600

*10 Contact hours = 1 credit

** 50 Internship hours = 1 credit

7

Trimester I

9

Trimester I

P110001 Marketing Management

Evaluation Scheme Marks

External Exam 50

Internal Evaluation 50

Total Marks 100

Sr.

No

Name of Chapter

Number

of

sessions

of 90

minutes

each

1 Understanding the Basics: 1

Concept of Need, Want and Demand

Concept of Product and Brand

Business Environment in India

2 Introduction to Marketing concept 1

Evolution of marketing & Customer orientation

3 Marketing Environment and Evaluation of Market opportunities 1

4 Market research & Marketing Information Systems and Demand

forecasting and Market potential analysis 2

5 Consumer buying process & Organizational buying behaviour 2

6 Pillars of Marketing - Market segmentation, Target marketing Positioning

& Differentiation 2

7 Marketing Mix and Product decisions – Product Life cycle 1

8 New Product development process 2

9 Distribution decisions – Logistics & Channel decisions 2

10 Promotion decisions – Integrated Marketing communications concept,

communication tools 2

11 Personal selling & Sales management 1

12 Pricing decisions 1

13 Case Studies and Presentations 2

10

Books & Reference

Text Book

1. Marketing Management: A South Asian Perspective, 14/e Pearson Publication 2013

References

1. Basic Marketing,13th edition, Perrault and McCarthy McGraw Hill Irwin 2010

2. Marketing management – Indian context Dr.Rajan Saxena Tata McGraw Hill 2010

3. Marketing Management – Ramaswamy & Namkumari

4. R. L. Varshuey & S.L.Gupta: Marketing Management An Indian Perspective (Sultan Chand)

5. Adrich Palmer: Introduction to Marketing (Oxford)

6. Marketing – Asian Edition – Paul Baines, Chris Fill, Kelly Page and Piyush K.Sinha – Oxford

Publications

7. Marketing Management – Tejashree Patankar – International Book House Ltd

8. Marketing Management – Rajendra P Maheshwari & Lokesh Jindal – International Book House Ltd

9. Marketing Management – Peter – McGraw Hill Publications

11

Trimester I

P210002 Financial Accounting


External Exam 50


Total Marks 100

Sr. No Name of Chapter

Number

of

sessions

of 90

minutes

each

1 Introduction to Accounting 1

Concept and necessity of Accounting

An Overview of Income Statement and Balance Sheet.

2 Introduction and Meaning of GAAP 2

Concepts of Accounting

Impact of Accounting

Concepts on Income Statement and Balance Sheet.

3 Accounting Mechanics 2

Process leading to preparation of Trial Balance and Financial Statements

Preparation of Financial Statements with Adjustment Entries.

4 Revenue Recognition and Measurement 3

Capital and Revenue Items

Treatment of R & D Expenses

Preproduction Cost

Deferred Revenue Expenditure etc.

5 Fixed Assets and Depreciation Accounting 2

Evaluation and Accounting of Inventory.

6 Preparation and Complete Understanding of Corporate Financial Statements 2

T’ Form and Vertical Form of Financial Statements.

7 Important Accounting Standards. 1

8 Corporate Financial Reporting – Analysis of Interpretation thereof with

reference to Ratio Analysis. Fund Flow, Cash Flow. 3

12


Number

of

sessions

of 90

minutes

each

Corporate Accounting

9 Inflation Accounting & Ethical Issue in Accounting 1

10 Case Studies & Presentations 3

Total 20

Books & Reference text:

Text Books

1. Financial Accounting: Text & Case: Deardon & Bhattacharya Vikas Publication 1976

References

1. Financial Accounting for Managers – T.P.Ghosh Taxmann Publication 2009

2. Financial Accounting – Reporting & Analysis – Stice & Diamond South West Thomson Learning 2003

3. Financial Accounting: R.Narayanaswamy PHI Publication 2014

4. Full Text of Indian Accounting standard – Taxman Publication

5. Financial Accounting for Management – Paresh Shah – Oxford Publications

6. Financial Accounting – Bhushan Kumar Goyal & H.N Tiwari – International Book House Ltd

7. Accounting & Financial Analysis – Dr Santosh Singhal – International Book House Ltd

8. Financial Accounting – Libby – McGraw Hill Publications

9. Financial Accounting – Mukherjee & Hanif – Financial Accounting

13

Trimester I Business

Statistics

P710001


External Exam 50


Total Marks 100

Number of

sessions of

90 minutes

Sr. No Name of Chapter each

1 Basic statistical concepts, types of data, data summarization

1 of data, frequency distribution,

2 Measures of Central Tendency 2

3 Measures of Dispersion, Relative Dispersion, 2

4

Skewness & Kurtosis 1

5

Elementary Probability Theory Relative Frequency Approach, Axiomatic

Approach Subjective Probability, Marginal & Conditional Probability,

Independence/Dependence of Events Bayes' Theorem Chebyseheff's

Lemma 3

6

Elementary Statistical Distributions Binomial, Poisson, Hyper geometric

Negative Exponential, Normal, Uniform 3

7

Sampling distributions Sampling distributions

For Mean, Proportion, Variance From Random Samples, Standard

Normal, Student's; Chi-Square, And Variance ratio (F) Distribution 3

8

Statistical Estimation,

Point & Interval estimation Confidence Interval for Mean, Proportion &

Variance 1

14

9

Test of Hypothesis

Tests for specified values of Mean, Proportion & Standard Deviation,

Testing equality of two Means, Proportion & Standard Deviation 3

10

Analysis of Variance, One-way & Two-way Classification (for Equal

Class) 2

11 Simple Correlation & Multiple Correlation 2

12 Regression & Multiple Regression 2

13

Time Series Analysis 2

14 Elements of Integration & Differentiation 1

15 Elements of Determinants 1

16 Elements of Matrix algebra 1

Total 30

15

Books & Reference

Text Book

1. Fundamentals of Statistics by S.C. Gupta Himalaya Publication 2012

References

1. Statistics for Management – Richard L Levin Prentice Hall Publication 1983

2. Statistics a fresh approach – D.H.Sanders

3. Statistics concepts & applications – H.C.Schefler

4. Practical Business Statistics – Andrew F. Siegel

5. Statistics for Business with Computer applications – Edward Minieka & Z.D.Kurzeja

6. Basic Statistics for Business & Economics – Mason, Marehas

7. An Introduction to statistical methods – C. B. Gupta & Vyay Gupta (Vikas)

8. R.S. Bhardway: Business Statistics(Excel Books)

9. Sharma : Business Statistics (Pearson)

10. Beri: Statistics for Management (TMH)

11. Business Statistics – Dr S.K Khandelwal – International Book House Ltd

12. Business Statistics – An Applied Orientation – P.K Vishwanathan – Pearson Publications

16

Trimester I

P710002

Base SAS

Programming

Essentials

Evaluation

Scheme Marks

External Exam 50

Internal

Evaluation 50

Total Marks 100


Number of

sessions of

90 minutes

each

1 Introduction 1

course logistics

overview of Foundation SAS

Getting Started with SAS

introduction to SAS programs

submitting a SAS program

2 Working with SAS Syntax 1

mastering fundamental concepts

diagnosing and correcting syntax errors

3 Getting Familiar with SAS Data Sets 1

examining descriptor and data portions

accessing SAS data libraries

accessing relational databases (self-study) 1

4 Reading SAS Data Sets

introduction to reading data

using SAS data as input

subsetting observations and variables

adding permanent attributes

5 Reading Excel Worksheets 1

using Excel data as input

doing more with Excel worksheets (self-study)

6 Reading Delimited Raw Data Files 1

using standard delimited data as input

using nonstandard delimited data as input

17


Number

of

sessions

of 90

minutes

each

7 Validating and Cleaning Data 1

introduction to validating and cleaning data

examining data errors when reading raw data files

validating data with the PRINT and FREQ procedures

validating data with the MEANS and UNIVARIATE procedures

cleaning invalid data

8 Manipulating Data 1

creating variables

creating variables conditionally

subsetting observations

9 Combining SAS Data Sets 1

introduction to combining data sets

appending a data set (self-study)

concatenating data sets

merging data sets one-to-one

merging data sets one-to-many

merging data sets with nonmatches

10 Enhancing Reports 1

using global statements

adding labels and formats

creating user-defined formats

subsetting and grouping observations

directing output to external files

11 Producing Summary Reports 1

using the FREQ procedure

using the MEANS procedure

using the TABULATE procedure (self-study)

12 Introduction to Graphics Using SAS/GRAPH (Self-Study) 1

creating bar and pie charts

creating plots

enhancing output

18


Number

of

sessions

of 90

minutes

each

13 Introduction 1

review of SAS basics

review of DATA step processing

review of displaying SAS data sets

working with existing SAS data sets

Books & References

Text Books

SAS Black Book for Programming by Wiley Publications 2007

19

Trimester I

P710003 Data Integration

Techniques

Evaluation

Scheme Marks

External Exam 50

Internal

Evaluation 50

Total Marks 100


Number of

sessions of

90 minutes

each

1 Introduction to the platform for SAS Business Analytics and SAS

Data Integration Studio 2

exploring the platform for SAS Business Analytics

working with SAS Data Integration Studio

introduction to change management

2 Introduction to Course Data and Course Scenario 2

explaining the course data

explaining how to define target data

introduction to the course scenario

3 Creating Metadata for Source Data 2

setting up the environment

registering source data

4 Creating Metadata for Target Tables

registering target tables 2

importing metadata

5 Creating Metadata for Jobs 3

creating jobs

exploring functionality of Job Editor

submitting jobs to create target tables

specify how to document jobs

recording job performance statistics

chaining job flows

20


Number of

sessions of 90

minutes each

6 Working with Transformations 3

working with the extract transformation

working with the data validation transformation

working with the apply lookup standardization transformation

working with the sort transformation

working with the append transformation

working with an analysis transformation

working with the transpose transformation

working with the transformation generator wizard

working with the user-written code transformation

working with the loop transformations

using XML writer and file transfer

working with new SAS Data Integration Studio transformations

working with status handling

7 Defining Table Relationships 2

reviewing the data model

defining integrity constraints

defining keys and indexes

exploring various load techniques

Working with Slowly Changing Dimensions

defining slowly changing dimensions

working with SCD Type 2 loader transformation

working with the lookup transformation

8 Working with Transformations 2

working with the transformation generator wizard

Implementing Data Quality Techniques (Self-Study)

creating and applying match codes

building and applying standardization schemes

apply the DataFlux IS Job and DataFlux IS Service transformations

9 Deployinging Jobs 1

specify how to deploy jobs for batch scheduling

specify how to deploy jobs as stored processes

specify how to deploy jobs for web services

10 Maintaining and Administering SAS Data Integration Studio 1

establishing project repositories for change management

working with impact analysis

moving metadata

enabling status handling

21

setting up the SAS Data Quality Server software

Total 20

Books & References

Text Book

1. Data Integration Techniques SAS Publication 2014

References

1. Principles of Data Integration, by AnHai Doan, Alon Halevy Zachary Ives, Elsevier

Publication 2012

2. Managing Data in Motion: Data Integration Best Practice Techniques and Technologies

April Reeve

http://www.amazon.com/AnHai-Doan/e/B007LCKMU8/ref=dp_byline_cont_book_1

http://www.amazon.com/s/ref=dp_byline_sr_book_2?ie=UTF8&field-author=Alon+Halevy&search-alias=books&text=Alon+Halevy&sort=relevancerank

http://www.amazon.com/Zachary-Ives/e/B00A9LH2H4/ref=dp_byline_cont_book_3

http://www.amazon.com/April-Reeve/e/B00BQK8QRC/ref=dp_byline_cont_book_1

22

Trimester I

P710004

Introduction to

Big Data &

Business

Analytics


External Exam 50


Practical 50

Total Marks 150


Number

of

sessions

of 90

minutes

each

1 Introduction to Business Analytics Business Data Overview: Sources &

Uses of Big Data 1

2 Competing on Analytics in today’s Business 1

Landscape. Assessing the Analytical

Competency of a Business Enterprise

3 Data Warehouse Modeling: OLAP and 1

Reporting. Data Cube Technology

4 How Businesses can utilize their Data: 1

Overview on Data Mining Techniques Quiz 2

5 Introduction to Web Analytics – Part I : Web 1

Data and Analysis of Online Behaviors,

Web Analytic Tracking Tools: Google Analytics

6 Introduction to Web Analytics – Part II 1

Web Analytic Applications, Analytical Methods & Tools for website

Effectiveness Testing - Google Optimizer

7 Understanding MapReduce 2

Writing MapReduce programs

MapReduce Types & Formats

8 Hadoop Distributed File System 2

9 Hadoop I/O 1

10 Developing a MapReduce Application 1

23


Number

of

sessions

of 90

minutes

each

11 How MapReduce works 1

12 Setting up a Hadoop Cluster 1

13 Administering Hadoop 1

14 Pig 1

15 Hive 1

16 HBase 1

17 Zookeeper 1

18 Sqoop 1

Total 20

Books & References

Text Book

1. Analytics in Big Data World: The Essential Guide to Data Science 7 & Its Application By

Bart Baesens ISBN 978-1-118-89270-1 John Wiley & Sons Publication 2014

References

1. Big Data Analytics: Turning Big Data into Big Money By Frank Ohlhorst ISBN 978-1-1181-

4759-7 John Wiley & Sons Publication

2. Big Data Analytics for Managers: Taking Business Intelligence Beyond Reporting by By

Gert Laursen and Jesper Thorlund ISBN 978-0-470-89061-5 John Wiley & Sons Publication

3. Hadoop Beginner's Guide: Learn how to crunch big data to extract meaning from the

data avalanche, Garry Turkington

4. Big Data Application Architecture, Nitin Sawant (Author), Himanshu Shah (Author)

http://www.amazon.in/s/ref=dp_byline_sr_book_1?ie=UTF8&field-author=Garry+Turkington&search-alias=stripbooks

http://www.amazon.in/s/ref=dp_byline_sr_book_1?ie=UTF8&field-author=Nitin+Sawant&search-alias=stripbooks

http://www.amazon.in/s/ref=dp_byline_sr_book_2?ie=UTF8&field-author=Himanshu+Shah&search-alias=stripbooks

24

Trimester I

Enterprise Guide

Tutorial

Evaluation Scheme NA

External Exam NA

Internal Evaluation NA

Total Marks NA

Practical

1 Introducing to the SAS Enterprise Guide 4.3 environment 1

2 Descriptive Statistics 2

3 Correlation & Regression 4

4 Regression Diagnostics 5

5 ANOVA 4

6 Categorical Data Analysis 4

Total Hours 20

25

Trimester II

27

Trimester II

P210003 Financial Management


External Exam 50


Total Marks 100


Number

of

sessions

of 90

minutes

each

1 Objective of Financial Management 3

Financial Performance Appraisal using Ratio Analysis, Funds Flow

Analysis & Cash Flow Analysis

2 Sources of Finance - Short Term/Long Term, Domestic / Foreign,

Equity/Borrowings/Mixed etc.

2

Cost of Capital & Capital - Structure Planning, Capital Budgeting &

Investment Decision Analysis (using Time Value

3 Working Capital Management - Estimation & Financing, Inventory

Management, Receivable Management, Cash Management

3

Ø Divided Policy / Bonus - Theory & Practice

4 Investment (Project) identification, feasibility analysis with sensitivities,

constraints and long term cash flow projection

3

Financing Options - structuring & evaluation off-shore/ on-shore

Instruments, multiple option bonds, risk analysis, financial engineering,

leasing, hire purchase, foreign direct investment, private placement, issue

of convertible bonds etc.

5 Financial Benchmarking -- concept of shareholder value maximization,

interest rate structuring, bond valuations

3

Banking - consortium banking for working capital management, credit

appraisal by banks, periodic reporting, enhancement of credit limits,

bank guarantees, trade finance, receivable financing, documentary credit,

routing of documents through banks, correspondent banking, sales and

realisation with foreign country clients, process of invoicing, reail

products, high value capital equipment, periodic invoicing for large value

infrastructure projects, Escrow accounts

28

Books & References

Text Book

1. Financial Management - Prasanna Chandra Tata McGraw Hill 2008

References

1. Financial Management - Brigham

2. Financial Management - Khan & Jain

3. Financial Management - Prasanna Chandra

4. Financial Management – S.C.Pandey

5. Van Horne & Wachowiz: Fundamentals of Financial Management (Prentice Hall India)

6. Sharan: Fundamentals of Financial Management (Pearson)

7. Financial Management – Rajiv Srivastava & Anil Misra – Oxford Publications

8. Financial Management – Chandra Hariharan Iyer – International Book House Ltd

9. Fundamentals of Financial Management – Sheeba Kapil – Pearson Publications

10. Strategic Financial Management – Prasanna Chandra

29

Trimester II

P610005 International

Business


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1 Introduction to International Business 2

a) Objective, Scope, Importance and Current Trends

b) Domestic Business v/s International Business

c) Reasons For International Business – For Corporates and Country

d) Modes of Entry and Operation

2 PEST Factors and Impact on International Business 2

a) Risk Analysis

b) Decisions to overcome or managing risks – a live current case

3 Investment Management in International Business 2

a) Foreign Direct Investment

b) Offshore Banking

c) Foreign Exchange Dealings and numericals in business

d) Resource Mobilization through portfolio/GDR/ADR

e) Other options of funding in ventures and case discussions

4 Multinational Corporations 2

a) Structure, system and operation

b) Advantages and Disadvantages – Case discussion

c) Current Opportunities of Indian MNCs and Case discussion

d) Issues in foreign investments, technology transfer, pricing and

regulations; International collaborative arrangements and strategic

alliances.

30

Sr. No Chapter

No of

sessions

of 90

min

each

5 Globalization 2

a) Concept and Practice

b) Role of Global Organisation and Global Managers

c) Stages of building Global companies and competitiveness

d) Global competitive advantages of India - Sectors and

Industries – Case study

6 International Organisations and their role in international

business 2

a) WTO

b) World Bank

c) ADB

d) IMF and others Case study

7 Regional Trade Agreements and Free Trade Agreements

(RTA and FTA) 2

a) NAFTA

b) EC

c) ASEAN

d) COMESA

e) LAC

f) Others – Case Study

8 Trade Theories and relevance in International Business 2

a) Absolute advantage

b) Comparative advantage

c) Competitive advantages

d) Purchasing power points

e) PLC theory

f) Others – Case study

9 International Logistics and Supply Chain 1

a) Concepts and Practice

b) Components of logistics and impact on trade

c) Others – Case Study

31

Sr. No Chapter

No of

sessions

of 90

min

each

10 International HR Strategies 1

a) Unique Characteristics of Global HR

b) HR – Challenges

c) Ethical Issues

d) Regulator, Aspects of HR

e) Others - Case Study

11 Emerging Developments and Other Issues: Growing

concern for ecology; Counter trade; IT and international

business. 2

Total 20

Books & References

Text Book

1. International Business – Subba Rao Himalaya Publishing House 2008

References

1. International Business – Daniels and Radebough Pearson Education 2012

2. International Business – Sundaram and Black Prentice Hall 1995

3. International Business – Roebuck and Simon

4. International Business – Charles Hill

5. International Business – Alan Sitkin & Nick Bowen – Oxford Publications

6. International Business: - Concept, Environment & Strategy – Vyuptakesh Sharan – Pearson

Publications

32

Trimester II

P710005 Data Mining

with Eminer


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1 Introduction to SAS Enterprise Miner 2

Accessing and Assaying Prepared Data

creating a SAS Enterprise Miner project, library, and diagram

defining a data source

exploring a data source

2 Introduction to Predictive Modeling with Decision Trees 2

cultivating decision trees

optimizing the complexity of decision trees

understanding additional diagnostic tools

Autonomous tree growth options

3 Introduction to Predictive Modeling with Regressions 3

selecting regression inputs

optimizing regression complexity

interpreting regression models

transforming inputs

Categorical inputs

Polynomial regressions

4 Introduction to Predictive Modeling with Neural Networks and Other

Modeling Tools 2

Introduction to neural network models

input selection

stopped training

Other modeling tools

5 Model Assessment 3

Model fit statistics

Statistical graphics

adjusting for separate sampling

Profit matrices

6 Model Implementation 2

Internally scored data set

Score code modules

33

7 Introduction to Pattern Discovery 2

cluster analysis

Market basket analysis

8 Special Topics 2

Ensemble models

Variable selection

Categorical input consolidation

surrogate models

SAS Rapid Predictive Modeler

9 Case Studies 2

segmenting bank customer transaction histories

Association analysis of Web services data

Creating a simple credit risk model from consumer loan data

Predicting School of Management Sciences enrollment management

Books & Reference

Text Book

1. Predictive Analytics by Conrad Carlberg Pearson Education 2013

References

1. RapidMiner: Data Mining by Marcus Hofmann Ralf Klinkenberg 2014

2. SAS Enterprise Guide – SAS Publication 2014

34

Trimester II

P710006 Base SAS Programming DMT


External Exam 50


Total Marks 100

1 Controlling Input and Output 4

outputting multiple observations

writing to multiple SAS data sets

selecting variables and observations

writing to external files

2 Summarizing Data 3

creating an accumulating total variable

accumulating totals for a group of data

3 Reading and Writing Different Types of Data 3

reading delimited raw data files

controlling when a record loads

reading hierarchical raw data files

4 Data Transformations 3

manipulating character variables

manipulating numeric variables

manipulating numeric variables based on dates

converting variable type

5 Processing Data Iteratively 4

performing DO loop processing

performing SAS array processing

6 Combining SAS Data Sets 3

match-merging two or more SAS data sets

performing simple joins using the SQL procedure (self-study)

Total 20

SAS Course Notes

35

Trimester II PGDM

P110002 Sales Management

Evaluation

Scheme

Marks

External Exam 50

Internal

Evaluation

50

Total Marks 100

Sr. No Chapter

No of

sessions of

90 min each

1 Sales promotion strategies to integrate below the line promotion

into the communication mix.

Process of researching, Planning and setting goals to measure

and test the effectiveness.

2

2 Planning and designing sales promotion Programme with

specific reference to sales contests, Trade-in discounts, Coupons

etc.

1

3 Introduction to sales management, The Selling functions selling

of services is as opposed to selling to products.

2

4 Sales Organization and its evaluation, Job and role of Sales

Management in Organizations,

2

5 Sales quotas and Sales Forecasting 2

6 Manpower Planning for the sales organization for and

development of sales organization

2

7 Recruitment and selection of sales force 2

8 Training, and development of sales Personnel. 2

9 Sales incentives and sales compensation 1

10 Sales force performance evaluation and control 1

11 Time and Territory Management, Territory Planning,

establishing and revising territories, Bases of territory design

2

12 Case study and Presentation 1

Total 20

36

Text Book:-

1. Sales Management- Still, Cundiff & Govani Prentice Hall India

Reference Book:-

1. Sales Management -Teamwork, Leadership and Technology- Charlesm Futrell- 6 edition

2. Sales Promotion- how to create, implement & integrate campaigns- Roddy Mullin and

Julian Cummins- 4th Edition.

2. Professional Sales Management- Anderson, Hair &Bush Tata Mc Graw Hill

3. The Selling and Sales Management- David Jobber- Pearson Publications- 2006 edition

Journal:-

Journal of Personal Selling and Sales Management (online) Boston University HBR.

37

Trimester II

P110003

Consumer

Buying

Behaviour


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1

Diversity of consumer behavior; Role of consumer behavior in marketing

strategy.

2

2 Individual aspects of consumer behavior: Perception, Learning &

Information Processing, Motivation and Involvement, Attitudes and

Personality

2

3 External Influences: Group behavior; Social class; Opinion leaders;

Reference Groups.

Role of Culture and Subcultures; Family

2

4 Consumer decision process: Problem recognition; Search and evaluation of

alternatives; Purchase process; Post purchase behavior and cognitive

dissonance.

Consumer adoption process and diffusion of innovation; Situational

influences.

Cross-cultural issues of consumer behaviour

Rural consumer behaviour

Organisational buying behaviour

Behaviour for FMCGs v/s Consumer durables v/s Services

Consumer behavioural research

4

5 Organization buying process: Roles of buying centres/ Decision making

units.

1

6 To understand the industrial products, characteristics and applications

Differences between Industrial Marketing and Consumer Marketing with

specific reference to the Marketing mix.

Segmenting the Industrial Markets and positioning the products

Vendor selection process, value analysis and value engineering

Importance of costing, pricing and bidding; Factors influencing industrial

product pricing.

5

7 Industrial buying behaviour; the importance of decision making process in

Industrial Marketing.

Use of various promotional tools, viz., advertising, catalogues, brochures,

participation in exhibitions – the effectiveness of each of these tools in

Industrial Marketing.

Role of Personal Selling in Industrial Marketing; Importance of consultants

and expectations from the consultants in marketing.

2

8 Case Studies and Presentation

2

TOTAL 20

38

Books & References

Text book

1. Consumer Behavior Schiffman & Kanuk 6th edition Prentice Hall India

2. Industrial Marketing – By Krishna K. Havaldar – Tata McGraw Hill

Reference Books

1. Consumer Behavior Loudon & Della Bitta 4th edition Tata McGraw Hill

2. Consumer Behaviour in Indian Context, Suja R Nair, Himalaya Pub. House]\

3. Consumer Behavior building marketing strategy: Hawkins Best & Coney 7th edition

McGraw Hill International edition

4. Satish Batra & S. H. H. Kazmi: Consumer Behavior Text & Cases (Excel)

5. Industrial Marketing – Analysis, Planning and Control By Robert Reeder, Edward G. Briety

and Betty Reeder – Prentice Hall of India.

6. Industrial Marketing Management – By Michael D. Hutt [Arizona State University],

Thomas W. Speh [Miami University] – Published by Holt Sarenders

39

Trimester III

41

Trimester III

P610006 Business & Market

Research Methods

Evaluation

Scheme

Marks

External Exam 50

Internal

Evaluation

50

Total Marks 100

Sr.No Topics

No of

sessions of

90 minutes

each

1 Relevance & Scope of Research in Management and steps involved in

the Research Process 1

2 Identification of Research Problem and Defining MR problems 1

3 Research Design 2

4 Data – Collection Methodology 1

5 Primary Data – Collection Methods 1

6 Measurement Techniques 1

7 Characteristics of Measurement Techniques – Reliability, validity etc.

1

8 Secondary Data Collection Methods

9 Library Research

10 References

11 Bibliography, Abstracts, etc. 2

12 Primary and Secondary data sources

13 Data collection instruments including in-depth interviews, projective

techniques and focus groups 2

14 Data management plan – Sampling & measurement 1

15 Data analysis – Tabulation, SPSS applications data base, testing for

association 1

16 Analysis Techniques 2

17 Qualitative & Quantitative Analysis Techniques

18 Techniques of Testing Hypothesis – Chi-square, T-test Correlation &

Regression Analysis 1

19 Analysis of Variance, etc. – Making Choice of an Appropriate Analysis

Technique. 1

20 Research Report Writing and computer Aided Research Methodology –

use of SPSS packages 1


Total 20

42

Books & References

Text Book

1. Business Research Methodology by Srivastava Wiley Publication 2012

References

1. Business Research Methods – Cooper Schindler McGraw Hill 2005

2. Research Methodology Methods & Techniques – C.R.Kothari New Age Publication

2004

3. D. K. Bhattacharya: Research Methodology (Excel)

4. P. C. Tripathy: A text book of Research Methodology in Social Science(Sultan Chand)

5. Saunder: Research Methods for business students (Pearson)

6. Marketing Research –Hair, Bush, Ortinau (2nd edition Tata McGraw Hill)

7. Marketing Research Text & Cases – (Wrenn, Stevens, Loudon Jaico publication)

8. Marketing Research Essentials – McDaniels & Gates (3rd edition SW College

publications)

9. Marketing Research – Aaker, Kumar, Day (7th edition John Wiley & Sons)

10. Business Research Methods – Alan Bryman & Emma Bell – Oxford Publications

11. Business Research Methods – Naval Bajpai – Pearson Publications

12. Research Methodology – S.L Gupta & Hitesh Gupta – International Book House

43

Trimester III

P110004 Business to

Business

Marketing

Evaluation

Scheme

Marks

External Exam 50

Internal

Evaluation

50

Total Marks 100

Sr. No. Topics

No of

sessions of

90 minutes

each

1 Introduction to Industrial Marketing,

· Differences between Industrial & Consumer Marketing 2

2 Industrial Marketing Environment,

· Types of Customers,

· Types of buying situations 2

3 Segmentation, Targeting and Positioning in industrial

Marketing 2

4 Industrial Buyer Behavior & Industrial Marketing

Research 2

5 B2B Product Decisions, New Product Development. 2

6 Industrial Pricing Decisions 1

7 B2B selling & Sales management,

· key account management concepts,

· Bidding for contracts, selling to Govt. customers 2

8 · Role of after sales services in Industrial Marketing 1

9 · Industrial Distribution, Logistics and Supply Chain

Management 2

10 Technological development and Innovations in B2B Business 1

11 Industrial Advertising & Promotions, Exhibitions.

· Branding of Industrial, High Technology & Commodities 2


Total 20

44

Books & References

Text Book

1. Industrial Marketing – By Krishna K. Havaldar – Tata McGraw Hill

References

1. Industrial Marketing – Analysis, Planning and Control By Robert Reeder, Edward G.

Briety and Betty Reeder – Prentice Hall of India.

2. Industrial Marketing Management – By Michael D. Hutt [Arizona State University],

Thomas W. Speh [Miami University] – Published by Holt Sarenders

45

Trimester III

P110005 Service Marketing


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1

Understanding Services and Consumer Behavior

Introduction to Services, concept of services, characteristics of service,

classification of service, Understanding services market, products and

customers, Reason for growth of the services sector, Types of Service

Encounters; Moments of Truth

3

2

Aligning Strategy, Design and Delivery

Service Blueprinting. Operational service product designing and adding

value. Evidence of service and Servicescape. The Service Triangle.

Boundary–Spanning Roles. Strategies for closing the delivery gap

4

3

Delivering Services through Intermediaries, Managing Demand and

Capacity

Role of Distribution in Services. Channel Conflicts and other key problems.

Key Intermediaries for Service Delivery. Understanding Demand and

Capacity constraints. Strategies for matching Capacity and Demand.

Approaches to Pricing Services

4

4

Focus on Customers

Customers’ expectations of service. Desired and Adequate service, Zone of

Tolerance

The impact of service failure and recovery; Types of Customer Complaint,

Actions and Complainers

Service Guarantees; Service Recovery Strategies

Quality Gaps - customer expectation versus perceived service gap;

SERVQUAL- Quality standards; CRM

4

5

Service Sector Study

Exposure to various growing Service Sectors viz.:

Banking; Insurance; Education; Telecom; Health & Wellness;

Hospitality services including travel, hotels and tourism; Professional

services

5

TOTAL 20

46

Books & References

Text Book

Harsh V. Verma. (2012), Services Marketing: Text and Cases, Pearson Education

Valarie A Zeithmial & Mary JoBitner, (2000), “Services Marketing”, Tata McGraw Hill

Publishing Company, New Delhi.

Reference Text

Rampal M. K and Gupta S. L, (2009), “Services Marketing, Concept, Application and

Cases”, Galgotia Publication Company, New Delhi.

Adrhian Payne, (2001), “The Essence of Marketing”, Prentice Hall of India Pvt. Ltd., New

Delhi.

Christopher Lovelock, (2001), “Services Marketing”, (4th Edition), Pearson Education Asia

Pvt. Ltd., New Delhi.

Helen Woodroffe, (1997), “Services Marketing”, Macmillan India Pvt. Ltd., New Delhi.

47

Trimester III

P110006 Retail

Management

Evaluation

Scheme Marks

External Exam 50

Internal

Evaluation 50

Total Marks 100

Sr.No Topics

No of

sessions of

90 minutes

each

1

Retailing An introduction: Definition, Functions, Importance, Types of retailing - Store and Non Store; Retailing in India - Current Scenario, Retailing from International perspectives; Consumer buying decision process - Influencing factors, Consumer shopping behaviour.

4

2

Retail planning Retail Brand Management- Positioning, Personality, Types of Brand, Brand And Life Cycle; Merchandise Management - Meaning, Methods, Assortment And Inventory; SCM Principles, Retail Logistics.

5

3

Retail location decision Types of location Site evaluation; Store design - layout and space management, Visual merchandising and displays; Retail pricing - approaches, influencing factors, Price sensitivity, and mark down policy.

4

4

Retail promotion Setting Objectives, Role Of Advertising, Sales Promotion, Personal Selling Public Relations and Relationship Marketing In Retailing

3

5

Impact of information technology in retailing Integrated Systems And Networking EDI, Bar Coding, Customer Database Management. Electronic Retailing - Role Of Web and Future Trends; Consumerism And Ethics In Retailing - Social And Green Issues; Retail Audit.

4

TOTAL 20

Prescribed Text

1. Berman and Evens, Retail Management, PHI.

Reference Text

2. David Gilbert, Retail Management, Financial Time/Prentice Hall.

3. Gibson Vedamani, Retail Management, Jaico Books.

4. Levy & Weitz, Retail Management, Tata McGraw Hill.

48

Trimester III

P110007 Rural Marketing

Evaluation

Scheme Marks

External Exam 50

Internal

Evaluation 50

Total Marks 100


Number of

sessions of

90 minutes

each

1

Introduction

Definition – scope of rural marketing – concepts – components of rural

markets –classification of rural markets – rural vs. urban markets

Characteristics and Dimensions of Rural Markets. Rural Market Profile -

Rural Market in India - Size and Scope - Environment and Emerging Profile

of Rural Markets in India - Constraints in Rural Marketing and strategy to

overcome the constraints.

2

2

Rural marketing environment

Population – occupation pattern – income generation – location of rural

population-expenditure pattern – literacy level – land distribution –

land use pattern – irrigation – development programs-– infrastructure

facilities – rural credit institutions rural retail outlets – print media in

rural areas.-rural areas requirement – problems in rural marketing – rural

demand – rural- market index

2

3

Rural Market Behaviour

Rural consumer dimensions - Rural Demand Dimension - Tapping the

Rural Markets - Rural Market Segmentation - Basis and Strategies -

Consumer Behavior in Rural Markets. Approach to Rural Markets of India

- Marketing Research

2

4 Marketing of agricultural input

Illustration Consumable inputs – durable inputs – fertilizers

2

49

product – price – distribution – promotion SWOT analysis of fertilizer

market – agro chemicals – product - price – distribution ,promotion.

5 Marketing Communication in Rural Markets

Promotion as a component in marketing communication - Advertising and

sales promotion for rural markets

Major challenges in Media planning - Sales force management in rural

markets - Selecting the Media Mix - Evaluation of promotional activities.

2

6 Channels of Distribution

Distribution pattern and methods in rural markets - Special characteristics

of rural channels - Channel management in rural markets

Managing physical distribution in rural markets - Storage, warehousing and

transportation.

2

7 Marketing of consumables and durables

Product – price – distribution strategies – product redesign – modification

needs

2

8 Marketing of agricultural produce and rural and cottage industry

products

Marketing of agricultural produce – regulated markets – formation of

cooperative organizations contract farming-agricultural exports zone (AEZ)

– marketing of rural / cottage industries – artisan products.

2

9 Role of financial institutions in rural marketing

Agricultural credit situation – types of credit – rural credit institutions –

NABARD

Commercial banks – state cooperative banks (SCB) – state cooperative

agricultural and rural development banks (SCARDB) –

Regional rural banks RRB – local area banks – flow of institutional credit

to agriculture –Kissan credit card scheme – impact on rural market

2

10 Role of cooperative institutions in rural marketing

Cooperatives as organizations – structure of cooperative organizations –

types – share of cooperatives in national economy – impact of

cooperatives on rural marketing

2

TOTAL 20

50

Text Book

Rural Marketing Text Book – Pradeep Kashyap, Pearson, 2ed

Reference Books

Rural Marketing – C.S.G. Krishnamacharyulu and Lalitha Ramakrishnan

Rural Marketing – R V Badi, N V Badi – HPH, 2 /e, 2005

Rural Marketing – T P Gopalaswamy – Vikas Publishing House

The Rural Marketing Text Book – Pradeep Kashyap, Pearson, 2e

Rural Marketing – Habeeb Ur Rahman – HPH, 1 /e, 2004

Rural Marketing :Text and Cases – S.L. Gupta, Wisdom Publication

Rural Marketing – Text and Cases – U.C. Mathur, Excel Books

51

Trimester III

P110008 Travel & Tourism

Management

Evaluation

Scheme Marks

External Exam 50

Internal

Evaluation 50

Total Marks 100

Sr.No Topics

No of sessions

of 90 minutes

each 1

Conceptual Framework For Tourism Marketing Management Introduction To Tourism Marketing, Characteristics of Tourism Products, Its Issues and Challenges, The Components of Marketing Mix and Extended Three P’s-people

4

2

Tourism Markets Types, The Concepts of Tourism Product Development, Technology And Trends In Tourism Marketing, Pricing of Tourism Product; World Tourism Markets Inbound and out bound Markets for India and Domestic Markets, Various Middlemen in Tourism & Travel Business: Promotional Techniques.

4

Sustainable Tourism and New Trends in Travel Industry

the importance of sustainable tourism; Outbound Travel from India; Changing

travel scenario of Indians; Antecedents of International Travel among Indians

2

3

Information Sources & Market Research Role of ICT in Travel & Tourism; Significance of ‘Sources of Marketing’ -

Journals, Periodicals Magazines, Newspapers, Directions, Guidebooks, Maps In

Tourism, Role of Government Bodies

2

4

PESTLE Analysis in Tourism

2

5

Accommodation and Transportation in Tourism , Travel Trade and

Documentation

2

6 Indian Tourism Industry 2

7 Marketing and Tourism and Travel Gadgets 2

TOTAL 20

52

Suggested Readings:

Middelton Victor T. C., Alan Fyall and Michael Morgan, (2009), “Marketing in Travel & Tourism”, (4th Edition), Oxford University Press, New Delhi.

Chaudhary Manjula, (2012), “Tourism Marketing”, (second Impression), Oxford University Press, New Delhi.

Limsden Les, (1992), “Marketing For Tourism Case Study Assignments”, MacmillanIndia Pvt. Ltd., New Delhi.

Philip Kotler, John Bowen and James Makens, “Marketing For Hospitality And Tourism”, Prentice Hall Education Pvt. Ltd., New Delhi.

Hollowacy I.C. And Plant R.V., (1992), “Marketing for Tourism”, Pitman Press India Pvt. Ltd.

53

Trimester III

P710010 Forecasting Techniques


External Exam 50


Total Marks 100


Number of

sessions of 90

minutes each

1 Introduction to Time Series 1

Objectives of Time Series Analysis

Simple Time Series Models

Stationary Models and Autocorrelation Function

2 Introduction to ARMA Models 1

Forecasting ARMA Processes

3 Association Rule Mining 2

Introduction

Task and Naïve Algorithm

Apriori Algorithm

Direct Hashing and Pruning(DHP)

4 Classification 1

Basic concept

Decision tree induction

Tree pruning

Bayes classification methods

Rule-based classification

5 Cluster Analysis 2 What is the term Requirement Basic clustering method Partitioning method: K-Means, K-Medoids Hierarchical methods: Hierarchical clustering, BIRCH Other methods Evaluation

6 Outlier Detection 1 Basic concepts Types of outliers Outlier detection methods: Supervised, Semi-supervised,

Unsupervised etc.

Other methods

Mining Contextual and Collective outliers Books & References

SAS Course notes

54

Trimester III

P710011 Macros + Stats I + Stats II


External Exam 50


Total Marks 100


Number of

sessions of

90 minutes

each

1 Introduction to the Macro Facility 1

2 SAS Programs and Macro Processing 1

3 Macro Variables 1

4 Macro Processing 1

5 Scopes of Macro Variables 1

6 Macro Expressions 1

7 Macro Quoting 2

8 Interfaces with the Macro Facility 2

9 Storing and Reusing Macros 2

10 Macro Facility Error Messages and Debugging 2

11 Writing Efficient and Portable Macros 2

12 Macro Language Elements 2

13 Macro Language Dictionary 2

Books & References

SAS Course notes

55

Trimester III

P810001 Summer Internship

Project


Total Marks 100

57

Trimester IV

59

Trimester IV

P610007 Strategic

Management


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1 Introduction to Strategic Management 1

2 Strategic Management Process : Vision, Mission, Goal, Philosophy,

Policies of an Organization

1

3 Strategy, Strategy as planned action, its importance, Process and

advantages of planning Strategic v/s Operational Planning

1

4 Strategy Choices 2

Hierarchy of Strategies

Types of Strategies

Porter’s Generic Strategies

Competitive Strategies and Strategies for different industries and company

situations

Strategy Development for Non-profit, Non-business oriented organizations

Mckinsey’s 7 S Model: Strategy, Style, Structure, Systems, Staff, Skills

and Shared values.

5 External and Industry Analysis 2

General Environment

Industry / Competitive Environment

Identifying industry’s dominant features

Porter’s Five Forces of Competitive Analysis

Analytic Tools: EFE Matrix and CPM

60

Sr. No Chapter

No of

sessions

of 90

min

each

6 Internal Analysis 1

Assessment of Company Performance

Management & Business Functions Framework

Other Frameworks for Organizational and Internal Analysis

Analytical Tool: IFE Matrix

7 Strategy Analysis and Formulation Tools 3

SWOT Matrix

SPACE Matrix

BCG Matrix

IE Matrix

GE – McKinsey Matrix

Grand Strategy Matrix

Strategy Mapping and the Balanced Scorecard

8

Growth Accelerators: Business Web, Market Power, Learning based.

1

Management Control, Elements, Components of Management Information

Systems

9 Strategy Evaluation and Control 1

Performance Measurement and Monitoring

10 Financial Projections and Financial Impact of Strategies 1

11 Miscellaneous Management Topics 2

Social Responsibility

Environmental Sustainability

Value Chain Analysis

Economic Value Added (EVA)

Market Value Added (MVA)

Strategic Issues in a Global Environment


Total 20

61

Books & References

Text Book

1. Strategic Management – N Chandrasekaran & P.S Ananthanarayanan – Oxford Publications 2012

References

1. Strategic Management – Thompson & Striekland McGraw Hill Irwin

2. Competitive advantage – Michael Porter The Free Press 1998

3. Competitive strategy – Michael Porter The Free Press

4. Understanding Strategic Management - Anthony Henry – Oxford Publications

5. Concepts in Strategic Management & Business Policy – Toward Global Sustainability – Thomas L

Wheelen, J David Hunger – Pearson Publications

62

Trimester IV

P410002

ERP & Supply

Chain

Management


External Exam 50


Total Marks 100

Sr. no Topic Sessions Hours 1 ERP - An Overview

What is ERP , Need for ERP ,Evolution of ERP ,Benefits of ERP, Process Automation , Information Integration ,Business Process Reengineering 2 3

2 ERP - Business Modules Production /Manufacturing ,Human Resources, Materials Management , Quality Management ,Sales and Distributuion ,Finance , Business Modeling ,Integrated Data Modeling 3 4.5

3 ERP Implementation

ERP Implementation lifecycle ,Implementation methodology , Organising the implementation - Vendors ,Contractors and Uers 2 3

4

ERP Market , 1 1.5 ERP- Present and Future

ERP Pakages - SAP , Oracle and others , ERP and Inernet , Future Directions in ERP

5 What is Supply Chain , Achieving strategic fit, Drivers of supply chain , e -procurement , Network Design , Inventory management and Risk pooling

3 4.5

6 Strategic Alliances & 2 3 Supply Chain Integration

Push , Pull and Push - Pull systems, 3 PL / 4 PL , RSP , CPRF , Impact of Internet on SCM , Distribution Strategies

7 International Issues in SCM 2 3

63

Global market / Cost / Political and Economic forces , Risk and advantages of International Supply Chain , Regional differences in logistics

8 Supply Chain Risk Basics of Risk Management ,Identifying and analysing risks, Creating resilent supply chians ,Business Continuity Management 2 3

9 Performance Measurements

3 4.5

&

Controls in SCM Bench marking , SCOR, Balanced Score Card ,EFQM , EVA

20 30

Books & References

Text Book

2. Supply Chain & Risk Management by Donald Waters Kogan Page Publishers 2011

Reference

3. The New Supply Chain Challenge: Risk Management in a Global Economy by Bosman R,

FM Global, Johnston RI, 2006.

64

Trimester IV

P110009

Integrated

Marketing

Communication


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions of

90 min

each

1 Communication Process – Communication models for 1

urban and rural

Communication, Integrated Market Communications

2 Advertising – Organizational structure of advertising 2

agency and its function.

Evaluation of agency functioning.

3 Advertising objectives with specific reference to 1

DAGMAR, Brand objectives,

Consumer attitude and market structure

4 Brand position and brand image strategy

development. 2

Persuasion and attitudinal change through

appropriate copy development

Creative decisions, Copy decision – Creation and

production of the Copy

5 Advertising Research

Advertising budget, Media planning and Media 1

research

6 Basics of Project Management Public relations & 1

Publicity campaigns

7 Event management, Role of advertising manager in

firms, advertising briefs, Agency coordination 1

activities, managing advertising campaigns

8

Promotions – Trade and Consumer Promotions. 2

Strategies and tactics for effectiveness. With

select case studies

· Personal selling – Conventional selling practices

and new trends – call centers, multi-level marketing,

viral marketing

· Direct marketing – the evolution from mail order

selling to database marketing. The emerging trend

towards CRM

65

· PR and media management – profiling target

audiences and crafting media exposure strategies.

Building media relationships

· Evaluating IMC Programs- using appropriate

metrics, determining effectiveness levels, setting

benchmarks.

9 Understanding Social Media Marketing 2

a. Social Networking (Facebook, Linkedin,

Twitter, etc.)

b. Social Media (Blogging, Video Sharing -

Youtube, Photosharing – Instagram, Podcasts)

10 E-Commerce – Overview 2

Understanding Internet Marketing

Search Engine Optimisation

Search Engine Marketing

Email Marketing

Digital Display Marketing

11 Introduction to New Age Media (Digital) Marketing 2

Internet Marketing – Overview

Social Media Marketing – Overview

Mobile Marketing – Overview

12 Understanding Mobile Marketing

Mobile Application Ecosystem 1

SMS Marketing

Emerging Technologies - NFC

Web Analytics

Copy Writing – New Age Media

Planning Integrated Digital Marketing Campaigns

13 Presentations and Case Studies 2

Reference Text

Advertising and Promotion: An Integrated Marketing Communications Perspective,

George Belch, San Diego University Michael Belch, San Diego University

Advertising Management: Rajeev Batra, John G. Myers, David A. Aaker

Logo – Naomi Klein

Brand Reporter fortnightly

Other Guy Blinked , The - Jesse Kornbluth

Belch: Advertising & Promotions (TMH)

J. V. Vilanilam & A. K. Verghese: Advertising Basics (Sage)

66

Trimester IV

P710012

Text Mining &

Sentiments

Analytics


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1 Text Analytics and Sentiment Mining 2

history and roots of text analytics

SAS tools and components for text analytics

application areas of Text Analytics

2 Getting Textual Data into SAS Enterprise Miner and SAS Text

Miner

3

introduction to SAS Enterprise Miner and SAS Text Miner

demonstration of the Text Import node for Web crawling

demonstration of the File Import node for reading Excel files

demonstration of XML mapper for reading XML files

self-study: a brief introduction to SAS IR Studio

hands-on exercises to enhance learning all of the above concepts

3 Text Parsing and Using Term by Document Matrix 3

bag-of-words versus NLP approach in parsing

tokenization, lemmatization, POS Tags, phrase and entity recognition

weights and transformations used in handling term-by-document matrix

demonstration of text parsing, text filtering, text search, and concept links


67

Sr. No Chapter

No of

sessions

of 90 min

each

4 Clustering and Topic Extraction 3

different types of similarity metrics and methods used in clustering

different clustering algorithms available in SAS

SVD and LSI for clustering textual data

differences between the the Text Cluster node and the Text Topic node

demonstration of Text Cluster and Text Topic extraction

hands-on exercises to enhance learning of all of the above concepts

5 Predictive Modeling and Text Rule Builder 3

predictive modeling essentials for text and numeric data

demonstration of Text Rule Builder node for model building using text

data

demonstration of the Text Cluster node and the Text Topic node for

model building using text data

demonstration of model building using both numeric and textual data


6 Sentiment Analysis and Opinion Mining 3

basics of sentiment analysis

architecture and types of models in SAS Sentiment Analysis Studio

demonstration of statistical and rule-based model building in SAS

Sentiment Analysis Studio


7 Content Categorization, Concept Extraction 3

basics of content categorization

architecture and types of rules supported in SAS Content Categorization

Studio

demonstration of different models and rules in SAS Content

Categorization Studio


Total 20

Books & References

Text Book

1. Sentiment Analysis and Opinion Mining by Bing Liu Morgan & Claypool Publishers 2012

Reference

2. Opinion Mining and Sentiment Analysis by Bo Pang , Lillian Lee

68

Trimester IV

P110010 International

Marketing


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1

Concepts and process of International Marketing

Concept of International Marketing

Evolution process and stages if IM

Reasons for taking IM

Challenges faced to grow the IM activities

2

2

Country Analysis, Selection, Market size and Marketing Mix

Criteria and strategy formulation for a country.

Measuring marketi size.

Meaning and scope of IM mix.

Reasons for product alterations.

2

3

International Marketing Opportunity Analysis

Steps in the process of IM research and constraints felt

Scope and ambit of international research

2

4

Market entry modes – JV, M&A, Strategic Alliance and Subsidiaries

Modes of global market entry as strategies

2

5

International product policy, planning and strategy

Different product with special reference to customer needs.

Dimensions that make an international product.

2

6 Pricing Strategy and decision for International Marketing

Basic pricing concepts.

2

69

Factors influencing pricing decisions

7 Decision-Making for International Marketing

Tools for selecting the countries for doing business.

How to calculate MPI.

GCI and FDICI

2

8 Export documentation and process

Role and importance of export documentation.

Preparing each documents.

Procedure for pre-shipment inspection

2

9 Incoterms for export marketing

Meaning and scope of Incoterms.

The Incoterms groups

2

10 GATT, UNCTAD, SAARC, BRICS, G7-G8, IOR-ARC, International marketing

environments

2

TOTAL 20

Suggested Readings:

1- International Marketing – Text and Cases – Justin Paul and Ramneek Kapoor

2- International Marketing – Rakesh Mohan Joshi.

70

Trimester IV

P110011

Customer

Relationship

Management

Evaluation

Scheme Marks

External Exam 50

Internal

Evaluation 50

Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1

Introduction to Customer Relationship Management (“CRM”)

4

2

CRM- An Enterprise-wide (Vs. program/project) view, CRM strategy,

Planning, Process and structure.

4

3

CRM and its measurement-Customer Equity and Customer Life Time Value

(“CLV”) 4

4

CRM Implementation- a key to success.

2

5

CRM in different markets –B2B, B2C, services and manufacturing,

e-CRM 4

6 Current Trends, Issues and Challenges in CRM 2

TOTAL 20

Prescribed Text

Customer Relationship Management, Jagdish Sheth & G shainesh

Reference Text

CRM : Emerging Concepts, Tools and Applications : Jagdish Seth & Parvatiyar

CRM Essentials, J W Gosney

Levy & Weitz, Retail Management, Tata McGraw Hill.

71

Trimester IV

P710014 Visual

Analytics


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min each

1 Getting Started with SAS Visual Analytics 2

exploring SAS Visual Analytics concepts

using the SAS Visual Analytics Hub

discussing the course environment and scenario

2 Administering the Environment and Managing Data 4

exploring SAS Visual Data Builder

exploring the SAS Visual Analytics Administrator

3 Using the SAS Visual Analytics Explorer 4

examining the Visual Analytics Explorer

selecting data and defining data item properties

creating visualizations

enhancing visualizations with advanced analytics

interacting with visualizations and explorations

4 Designing Reports with SAS Visual Analytics 4

examining the SAS Visual Analytics Designer interface

creating a simple report

working with graphs

working with filters and report sections

establishing interactions

working with gauges

working with tables

working with other objects

5 Viewing SAS Visual Analytics Reports 4

viewing reports on the Web

viewing reports on a mobile device

6 Case Study: Creating Analyses and Reports with SAS Visual Analytics 2

Total 20

72

Books & References

Text Book

1. SAS Visual Analytics 6.1: User's Guide by SAS Institute

References

2. Expanding the Frontiers of Visual Analytics and Visualization Dill, J., Earnshaw, R., Kasik,

D., Vince, J., Wong, P.C.

3. Visual Analytics of Movement, Andrienko, G., Andrienko, N., Bak, P., Keim, D., Wrobel, S.

73

Trimester IV

Multivariate Statistics

P710015 for Understanding

Complex Data*


External Exam 50


Total Marks 100

Sr.

no Chapter No of session of 90 min each

1 Overview of Multivariate Methods 2

examples of multivariate analyses

matrix algebra concepts

2Principal Components Analysis using

the PRINCOMP procedure 2 principal component analysis for

dimension reduction

3Exploratory Factor Analysis using the

FACTOR procedure 2 factor analysis for latent variable

measurement

factor rotation

4 Multidimensional Preference Analysis

using the PRINQUAL and TRANSREG

procedures 3

plotting high-dimensional preference data

mapping preferences to other characteristics

5Correspondence Analysis using the

CORRESP Procedure 2 understanding complex associations

among categorical variables

6 Canonical Variate Analysis using the

CANCORR and CANDISC Procedures 2 multivariate dimensions reduction for two

sets of variables

7Discriminant Function Analysis using

the DISCRIM Procedure 2

classification into groups

linear discriminant analysis

quadratic discriminant

analysisempirical validation

74

empirical validation

75

Trimester V

77

Trimester V

P610008

Ethical

Management &

Corporate

Governance


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1 Evaluation of through ethics and business 3

Culture and ethics

Overview of ethics value system, Attitude, Belief, A life patterns

Social Economics values and responsibility

trusteeship management

Gandhian Philosophy of wealth management Ethics and Indian

management.

Basic framework of Normative ethics

Ethics and decision

Making, Social responsibility of business

Ethical aspects of corporate policy, morality and rationally in

organization

Moral Relationship between Individual and Organizations.

2 Relationship between ethics and Corporation Excellence 3

Approaches for Developing

Various Orientation towards Ethical business Behavior

3 Corporate Governance 3

Including suggestions of the Adrian Cadbury report

The Kumarmangalam report and their ethical ramifications

4 Introduction 1 Alternative perspectives on corporate governance 2

Background to corporate governance reform 4 Governance reforms:

the early days 5 New perspectives from the 1990s

2

5

The Development of Corporate Governance Codes in India –

definitions and framework

2

6 Financial Structure and Corporate Governance 2

7

Boards of Directors and the Role of Non-executive Directors in the

Governance of Corporations

2

78

The Governance Role of Takeovers Takeovers and company

performance The likelihood of takeover success Post-acquisition

performance Management turnover subsequent to take over The

consequences of takeover failure

3

Books & References

Text Book

1. Ethical Modeling by Dr. Satish Modh, Trinity Press, 2014 Edition

References

1.Ethics of Management by Hosmer McGraw Hill Education 2008 6e

2. Ethics of Management by Chakraborty OUP India 2001

3. Ethics by Chandra Sekhar

4. What is Ethical in Ethics by John Henderson

79

Trimester V

P210017

Legal Aspects of

Business &

Taxation


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1

Basic Concepts of Law (Definition of Law, Classification, Writs

U/Article 226 & 32), Jurisdiction of Courts (Civil & Criminal

prevailing within Mumbai) – Basics of Evidence (Oral, documentary,

burden of proof, Examination – in – Chief, Cross Examination, re –

examination) – Principles of Natural Justice (Audi Alterem Partem,

Rule Against Bias, Speaking Order)

2

2

Indian Contract Act 1872 – Principles of Contract, sections – 2 – 30,

56, quasi – contracts, damages s/73 – 74. Special contracts (Indemnity,

Guarantee, bailment, pledge, agency)

2

3

Indian Companies Act 2013 – Salient Features of the New Act 2

4

Competition Act – 2002 – Definition & S/3. S/4 and S/5 2

5

Negotiable Instruments Act 1881, Concept of N.I (Promissory Note,

Bill of Exchange & Cheque), Negotiation & dishonor of cheque U/S

138

2

6 Income Tax Act 1961 – Income, Residence, Heads of Income 2

7 Central Excise Act 1944, Principles of Liability for payment of Excise

duty/CENVAT 2

8 Service Tax – General Review of Service Tax Liability 2

9 Central Sales Tax and Maharashtra VAT Act 2


TOTAL 20

80

Suggested Readings:

Bare Acts

Legal Aspects of Business – David Albquerque (Oxford University Press)

Business Law – N.D.Kapoor

Business Law – Bulchandani

Company Law – Avtar Singh

Income Tax – Dr. Singhania

Indirect Taxes – V.S.Datey

S. S. Gulshan: Mercantile Law (Excel Books)

K. Majumdar & G.K. Kapoor: Students guide to Company Law(Taxmann)

S. K. Tuteja: Business Law for Managers (Sultan Chand)

81

Trimester V

P110012

Digital & Social

Media

Marketing


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1

Overview Of Digital Marketing

For ‘Business to Business' (B2B), 'Business to Consumer' (B2C) and

'Not-for-Profit' marketing, PR and communications

2

2

WEB Marketing

Key issues in- content, usability, navigation and design opportunities;

Ways to- improving website user experience, creating the right tone of

voice; enhancing website, encouraging and helping customers & staff

2

3

Understanding Web

Bookmarking and News Aggregators;

Really Simple Syndication (RSS);

Blogging; Live Chat; User Generated Content (Wikipedia etc);

Multi-media - Video (Video Streaming, YouTube etc);

Multi-media - Audio & Podcasting (iTunes etc);

Multi-media - Photos/Images (Flickr etc);

Google Alerts and Giga Alert (Brand, product and service monitoring

online);

Crowdsourcing; Email Marketing;

Virtual Worlds (Second Life, There, Habbo etc)

5

4

Search Engine Optimisation (SEO) 2

5

Social Media Marketing (Facebook & LinkedIn)

Exploring them for the potential sales and marketing opportunities;

Effective use of Social media campaigns;

Brand reputation management techniques and systems for 'buzz

monitoring' for brands, products and services for effective Public

Relations (PR) online and business development

3

6

Mastering Google

Adwords Advertising, Analytics & Applications

2

7

Micro Blogging - Twitter 2

8 Copy Writing for the Web, Social Media & Mobiles 2

TOTAL 20

82

Suggested Readings:

Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital And Social

Media Marketing Usage In B2B Industrial Section. Marketing Management Journal, 22(2).

Fosdick, M. A. G. G. I. E. (2012). The globalization of social media: Consumer relationships

with brands evolve in the digital space. Strategic Direction, 28(6).

Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the

social media ecosystem. Business Horizons, 54(3), 265-273.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why

bother? Business Horizons, 57(6), 703-708.

83

Trimester V

P110013 Brand Management


External Exam 50


Total Marks 100


Number

of

sessions

of 90

minutes

each

1

Products v/s Brands, Anatomy of Brand, Overview of brand building process, Customers and Brands: Understanding brands from the customer’s perspective; Strategic Brand Management Process

5

2

Brand Positioning- Brand Image, Brand Identity: Brand Essence, Brand Personality, Brand Customer Relationships

3

3

Criteria to choose brand elements, Branding on the net; Branding Services 4

4

Brand Extensions, Co – Branding. Upward and Downward stretching of

brands; Brand Awareness, Brand Loyalty, Brand Associations, Brand

Recognition, Recall; Brand Repositioning/Revitalization

5

5

The brand equity concept, Brand Equity Models – Customer Based Brand Equity, Aaker Model

3

TOTAL 20

Books & References

Text Book

1. Strategic Brand Management - Kevin Lane Keller – Pearson Education

2. Managing Brand Equity – David A. Aaker, Free Press, 1994

3. Kapferer J. L. (1994), Strategic Brand Management, Free Press Reference Text

1. Ramanuj Majumdar (1999) Product Management in India. New Delhi: Prentice Hall

2. Hisrich, R, and Peters, M, Marketing Decisions for New and Mature Products, 2nd Ed, prentice Hall, 1991

84

Trimester V

P710021 Marketing Campaign

Management


External Exam 50


Total Marks 100

Sr. No Chapter

No of

sessions

of 90

min

each

1 Introduction 4

course overview

Marketing Automation overview

Creating and Executing a Basic Campaign

creating a new campaign

defining the target audience

specifying a communication node

scheduling and executing a campaign

2 Defining Reusable Groups and Subgroups 4

creating a reusable group

creating subgroups using the Split Node

assigning offers to groups

prioritization

3 Working with Subjects 4

introduction to subjects

data item-subject relationships

4 Managing and Monitoring Campaigns 4

monitoring responses

reporting options

using Campaign Web Studio

creating reports using other applications

report linking

5 Executing Custom Tasks 4

executing custom tasks

Total 20

85

Trimester V

P710022 Marketing Efficiency

Management


External Exam 50


Total Marks 100

1 overview of the marketing optimization problem 2

major features of SAS Marketing Optimization

navigating the user interface

2 Input Data for SAS Marketing Optimization

3

required and optional data tables

creating input data

3 Creating and Optimizing a Scenario 4

working in the Optimization Scenarios Category view

the Scenario window

creating and optimizing a scenario

4 Scenario Modeling 3

filters and measures

scenario modeling

5 The Cross-Sell Business Problem 4

the Base scenario

infeasible scenarios

6 Additional Topics 4

customer and household-level constraints and contact policies

optimization parameters

contact history and mandatory communications (self-study)

87

Trimester VI

89

Trimester VI

P810002 Management Internship Project 6 12 weeks

1. Introduction

1.1 Objectives

1.1.1 The Industry Oriented Dissertat ion Project (IODP) is an important

component of course curriculum at VESIM.

1.1.2 To help in bridging the gap between the academic institution and corporate

world.

At VESIM, students will undertake a 2 months (8 weeks) IODP at any organization

during the IV Trimester preceded by summer vacation and prior to

commencement of V Trimester

1.1.3 The project carries a Weightage of 100 marks.

1.1.4 Each student would be provided with a VESIM faculty (faculty mentor) and an

industry mentor from the organization where student is doing IODP (the

host organization) for monitoring and guiding the student.

1.2 Project:

1.2.1 IODP projects must be of direct interest to the host organization.

1.2.2 Students are encouraged to take up projects, which are technical, multi-

disciplinary, involve teamwork, mission and goal oriented, and time bound.

1.3 Interaction with Faculty Mentor

1.3.1 The faculty mentor shall be appointed before the student joins the host

organization for the IODP so that the student can consult the faculty mentor

about the project to be undertaken.

1.3.2 The faculty mentor should normally conduct at least one visit to the host

organization during the IODP. If due to unavoidable reasons, such visit cannot

be possible then the mentor should monitor the student by remaining in constant

touch with the student and coordinate and interact with the respective industry

mentor during the IODP period to monitor the student's progress.

1.3.3 Any change in the Industry mentor, students must immediately communicate to

the course coordinator and faculty mentor.

1.3.4 The student should maintain a daily work diary and submit weekly report to

the faculty mentor

90

1.4 Interaction with Industry Mentor

1.4.1 The industry mentor acts as a project guide and helps in identifying the

suitable project for the student and guide him/her about project technicalities.

2. Industry mentor and the faculty mentor will evaluate the student.

2.1 Attendance

2.1.1 100 % attendance is compulsory during IODP.

2.1.2 Student should record their attendance as per procedure of the host

organization

2.1.3 As an intern students are placed in a role of ambassador of the institute

hence they have to maintain professional and social imprints of high

standards in the organization they are doing the IOD

2.1.4 They have to conform to rules and regulation of workplace.

2.1.5 They have to ensure strict adherence to timings of the organization.

2.1.6 The student shall be subject to leave rules of organization he/she is working

for.

2.1.7 Dress in formals or as per the rules of the organization, during IODP.

2.1.8 The student will not be allowed to undertake any other assignments or

duty during IODP. In case it is essential to utilize the services of the students

for placement activities, prior approval of the Area chairperson/Dean has to

be obtained by the placement department for a particular student for specific

days.

2.1.9 If the student is sent out of station by the host organization as part of the

project, student should inform to the course coordinator and faculty mentor.

2.2 Conduct and Behavior:

2.2.1 Students to maintain high ethical standards i.e. being regular, punctual

and obedient at work.

2.2.2 Ensure strict adherence to the timings of the host organization.

2.2.3 Students must communicate about exceptional incidences to the faculty

mentor.

2.2.4 No-due certificate to be taken from the host organization at the close of

IODPand submitted to the course coordinator.

Program Overview - VESIM

Documents

Transcript of Program Overview - VESIM