Goenka College of Commerce & Business Administration
Accredited NAAC A
210, Bepin Behari Ganguly Street, Kolkata, West Bengal 700012

MBA – Syllabus

Total Marks – 3200

Four Semesters
followed by
Project Work (Dissertation)

Seminar Presentation & Viva Voce


First Semester

1st Semester – 8 (eight) Compulsory Papers
Each Paper contains two Modules
Marks for each Module – 40 Theory (T); 10 Internal Assessment (IA); Total – 50
Marks for each Paper – 100 (80 T + 20 IA)

Total Marks for 1st Semester – 800 (640 T + 160 IA)

Second Semester

2nd  Semester – 8 (eight) Compulsory Papers
Each Paper contains two Modules
Marks for each Module – 40 Theory (T); 10 Internal Assessment (IA); Total – 50
Marks for each Paper – 100 (80 T + 20 IA)

Total Marks for 2nd  Semester – 800 ( 640 T + 160 IA)

Third Semester

Areas of Specialisation

  1. Marketing Management;
  2. Financial Management;
  3. Human Resource Management

3rd   Semester – 8 (eight) Optional Papers

6 (six) Papers in Major Specialisation Area and 2 (two) Papers in Minor Specialisation Area

Each Paper contains two Modules
Marks for each Module – 40 Theory (T); 10 Internal Assessment (IA); Total – 50
Marks for each Paper – 100 (80 T + 20 IA)

Total Marks for 3rd   Semester – 800 ( 640 T + 160 IA)

Fourth Semester

4th  Semester – 6 (six) Optional Papers

4 (four) Papers in Major Specialisation Area and 2 (two) Papers in Minor Specialisation Area

Each Paper contains two Modules
Marks for each Module – 40 Theory (T); 10 Internal Assessment (IA); Total – 50
Marks for each Paper – 100 (80 T + 20 IA)

Total Marks for 4th  Semester – 600 ( 480 T + 120 IA)

Project Work (Dissertation) – Total Marks 100

Seminar Presentation & Viva Voce – Total Marks 100 (50+ 50)


Semester – I

Paper CP 101: Management Principles, Process
Module – I    Management Principles

  1. Business and its objectives
  2. Forms of Business Organization
  3. Business Combinations
  4. Corporate Governance
  5. Taylor, Fayol
  6. Human Relations School
  7. Systems Theory
  8. Contingency Theory
  9. Contemporary Issues


Module – II    Management Process

  1. Nature of Functions of Management
  2. Planning
  3. Organization
  4. Delegation and Decentralization
  5. Controlling
  6. Leadership
  7. Motivation


Suggested Readings
Koontz and Weirich, Essentials of Management, Tata McGraw Hill, New Delhi
Drucker, P F, Management Challenges for the 21st Century, Butterworth, Oxford
Luthans, F, Organizational Behavior, McGraw Hill, New York
Allen, L A, Management and Organisation, Tokyo
Stoner and Freeman, Management, PHI, New Delhi
Griffin, R W, Management, Houghtan Miffin, Boston
Tripathy, P C, Reddy, P N, Principles of Management, Tata McGraw Hill, New Delhi
Ravichandran, K, Nakkiran, S, Principles of Management, Avinash Paperbacks, Delhi

Paper CP 102: Organization Behaviour and Management of Change

Module – I    Organization Behaviour

  1. Meaning and Concept of Organisational Behaviour
  2. Organisation System, Organisation Structure
  3. Individual Behaviour in the Organisation – Values, Attitudes, Personality, Emotion & Perceptions
  4. Group Behaviour in the Organisation – Group Behaviour, Group Decision Making
  5. Organisational Development – Organisational Change
  6. Leading and Motivation



Module – II   Management of Change

  1. Necessity of Change – Resistance of Change
  2. Types of Change, Conflict in Management of Change
  3. Influence of Change in Organisational Behaviour, Innovations in Management Process



  1. Luthans, F., Organisational Behaviour, McGraw Hill.
  2. Robbins, S.A., Organisational Behaviour, Prentice Hall.
  3. Ivanicevich and Matteson, Organisational Behaviour and Management, McGraw Hill.
  4. Newstorm and Davies, Organisational Behaviour: Human Behaviour at Work, TaTa McGraw Hill.
  5. Gray and Starke, Organisational Behaviour, Merrill.
  6. Hersey, Blanchard and Johnson, Management and Organisational Behaviour: Utilising Human Resources, Prentice Hall.
  7. Kreitner and Kinicki, Organisational Behaviour, McGraw Hill
  8. Moorhead and Griffin, Organisational Behaviour, Houghton-Mifflin.
  9. Sukla, M., Understanding Organizations: Organisation Theory and Practice in India, Prentice Hall.
  10. Hicks and Gullett, Organisations: Theory and Behaviour, McGraw Hill International.
  11. Kurtz and Rosenzweig, Organisational Behaviour, McGraw Hill.
  12. Porter, Lawler and Hackman, Behaviour in Organisations, McGraw Hill.
  13. Aswathappa, K., Organisational Behaviour, Himalaya Publishing.

Paper CP 103: Managerial Economics – I

Module – I   Micro Economics – I

  1. Theory of production – Total, average and marginal product curves
  2. Theory of cost – Total, average and marginal cost curves
  3. Concept of revenue – Total, average and marginal revenue curves
  4. Theory of firms – Traditional theory
  5. Theory of Firms – Modern theory – Alternative goals of firms
  6. Market morphology – Perfect competition – imperfect competition – monopoly, monopolistic competition, oligopoly
  7. Industrial organization – Product quality, non-linear pricing, advertisement, brand proliferation, principal agent model, entry deterrence


Module – II    Micro Economics – II

  1. Utility theory
  2. Theory of consumer behaviour – Indifference – preference analysis, derivation of demand curves – elasticities of demand – slutsky equation
  3. Welfare theory – Pareto optimality



  1. Henderson & Quandt – Macro Economics – A Mathematical Approach
  2. Koutsoyiannis – Modern Micro Economics
  3. Cohen & Cyert – Theory of Firm
  4. Curwen – Theory of Firm
  5. Curwen – Managerial Economics
  6. K. Basu – Lectures in Industrial Organization
  7. Hal Varian – Intermediate Microeconomics
  8. Mankiew – Managerial Economics
  9. David Kreps – A course in Microeconomics


Paper CP 104: Managerial Economics – II

Module – I   Macro Economics – I

  1. National Income and its accounting; GNP deflator; different price indices & their relations; GNP & Welfare
  2. Income determination in closed economy – saving investment equality – consumption function & effective demand – multiplier process – Lags
  3. Determinants of demand for money; determinants of supply of money; instruments of monetary control – role of banks
  4. Income determination in IS-LM framework – Fiscal policy vs. monetary policy-conflicts & compatibility


Module – II   Macro Economics – II

  1. Aggregate supply – Determinants of Labour market equilibrium
  2. AD-AS model – Response to demand management policies – the fiscalist – monetarist debate – The free market argument – asymmetric self-adjustment process – role & need of government intervention in the market process
  3. Inflation as a self-liquidations process – demand-pull & cost-push factors – role of expectations – Phillips curve – Long run supply curve
  4. Income determination in the open economy under fixed and flexible exchange rates-fiscal: monetary & foreign exchange policy at an interactive level.



  1. Samuelson, Paul & Nordhans – Economics
  2. Robert Gordon – Macro economic
  3. Lipsy R. G. – Introduction to Positive Economics
  4. Dornbusch & Fisher – Macro economics


Paper CP 105: Statistical Methods

Module – I   Statistics for Managerial Decision – I
Collection and presentation of data; Frequency Distribution; Measures of Central Tendency, Dispersion, Skewness & Kurtosis. Correlation & Regression. Time-series Analysis, Index Number Analysis

Module – II   Statistics for Managerial Decision – II
Probability Theory and Probability Distributions – Binomial, Poisson, Normal and Exponential: Linear Programming – basic Concepts. Model Formulation Solution Methods. Duality: Introduction to some Basic Quantitative Method Packages.


  1. Chandha, N.K. Staistics for Behavioural and Social Scientists. Reliance Publishing House. Delhii, 1996
  2. Gupta, S.P. and Gupta M. P. Business Statistics, New Delhi, Sultan Chand, 1997
  3. Kazmier, L. J. and Pohn, N. F. Basics Stastics for Business and Economics. New York, McGraw Hill, 1988.
  4. Levin Richand L. and Robin David S. Statistics for Management, New Jersey, Prentice Hall Inc., 1995.
  5. Narag, A.S. Linear programming and Decision Making. New Delhi, Sultan Chand, 1995.
  6. Sharma, J. K. Fundamental of Operations Research. Mac Millan Publishers, 1990.
  7. Terry, Sineich, Business Statistics by Examples. London, Collier Mac Millan Publishers, 1990.


Paper CP 106: Accounting for Managers

Module – I    Financial Accounting

  1. Accounting Concepts and conventions
  2. GAAP & Industrial Accounting Standards

3    Uses of accounting information
4    Double entry system – P & L, B/S, CFS
5    Inventory Valuation and Depreciation and their treatment in Balance Sheet., Corporate
financial reporting in India and Accounting standards

    • Financial Statement Analysis

Module – II   Cost Accounting

  1. Management Accounting Concepts. Need, Importance and Scope of Management Accounting.
  2. Budgetary Control, Performance Budgeting, Zero Base Budgeting.
  3. Variance Analysis.
  4. Contribution Analysis – BE Analysis
  5. Cost Sheet


Paper CP 107: Ecology, Ethics & Business

Module – I   Ecology & Business

Basic Issues in Ecology need for preservation, Environmental Management: Fundamentals-Sustainable Development, Implications of human population growth: Limits to growth, Environment and Business Schools; Energy Management: Fundamentals – Fossil fuels use, Energy production and trade, Energy balance: Ecosystem concepts: Basic Concepts and their application in Business, Industrial Ecology and Recycling Industry; Environmental Management System: EMS Standards ISO 14000.  Environmental Auditing; Clearance/Permissions for establishing industry; Environmental Management & Valuation: Environmental Accounting, Economics – Environmental Taxes Shifts, Green Funding, Corporate Mergers, Environmental Management Trade Debt and Environment, GATT/WTO Provisions; Environmental Laws: Acts, Patents, IPRS, Role of NGOs, PIL: Pollution & Waste Management – Air, Water, Land Pollution, Trade in Wastes; Water, Forest & Bio-diversity Management: Water Resources Dams and their role; Forest products and Trade. Role of Bio-diversity in International Trade

Module – II   Business Ethics

    • Managerial myopia regarding ethical behaviour in business; Significance of Business Ethics; Ethics, morality and law; Contemporary ethical challenges in business
    • Ethics as a strategic response in business; Values and vision in the strategic management process
    • Qualities of Ethical Leadership; Approaches to Ethical Thinking: teleological, deontological, virtue-based, and holistic
    • Ethical Dilemma: nature, levels and significance; Dilemma resolution process; Important areas of managerial dilemmas
    • Ethical management tools: Whistle-blowing; ethical audits; ethics committees; ethics strategy


Paper CP 108: Fundamentals of Computers

Module – I   Introduction & Basics of Computer Hardware

Information & Processing : Data, info, logical concepts of data-entities, attributes, relationships; physical concepts – record, file, data processing, different types of data processing, different types of reports, transaction processing, word and text processing, graphics, office automation.

Elements of Computer Processing Systems: Elements of computer System, Hardware, Software and classification of computers.

Hardware features and use: CPU, I/O devices, storage devices and media, generations of computers, Analog & digital computers, development of personal computers – Super computing, parallel processing computers.

Computer arithmetic and Number system: Decimal number system, binary number system, fixed point representation, floating point representation, octal and hexadecimal representation.

Basic concepts of codes, Boolean algebra and logic gates
BCD, Gray code, excess-3 code. Boolean algebra, switching algebra, de-morgan’s theorem, shanmon’s theorem. Minimization of switching functions using K-map. Quine-mcelansky method, Iterative consensus method, design of half udder half subtractor, full adder/full subtractor etc., logic gates, flip flops.

Computers and communication coordination: Need for data transmission  over distances, methods of data transmission band and band width, digital and analog  transmission, serial and parallel data transmission, modem, communication protocols – synchronous and asynchronous, allocation of channels multiplexing – time division, space division. Frequency division, LAN, WAN, DDP, Real-time online systems

Module – II   Programming Principles & Business Data Processing

Task analysis – decision tables: Steps in programme development, division tables, flow charts, errors in programming
Programming language classification: Machine language, assembly language, high level languages upto 4GL
Programming techniques: Top-down and bottom up design and implementation; modular design and programming, structured design and programming, programming tools, programme maintenance

System software: Operating systems – its components: utility s/w packages – editor, sort, merge; compilers, interpreters, steps of compiler design

Application packages: Single function – special purpose, general purpose: integrated function.


  1. Tanenbaum – Structured Computer Orgs – PHI
  2. Lee, S.C. – Digital Circuits and Logic Design – PHI
  3. Malvins & Leach – Digital Circuit Design – Mc Graw Hill
  4. Operating System Concepts – Abraham Salberysehatz
  5. Davis Gries- Compiler Construction for Digital Computers
  6. Tanenbaum A.S. – Computer Network – PHI
  7. Hawryszkiewycz L.T. – Intro to SAD – PHI




Semester – II

Paper CP 201: Business Environment
Module – I   Non Economic Environment (Socio Political Cultural Legal)

  1. Nature of Industrial Sociology
  2. Social Organization, Work Organization
  3. Occupations in Indian Society
  4. Human & Cultural variables in organizations
  5. Cultural differences and managerial implications
  6. Cultural research methodologies and Hoffstede’s Hermes Study
  7. Cultural leadership and decision-making
  8. Cultural communication and negotiation
  9. The Indian Contract Act, 1872: Essentials of a valid contract, void agreement, performance of contacts, Breach of contracts, Quasi Contracts
  10. The Sale of goods Act, 1930: Formation of a contract, rights of an unpaid seller
  11. The Negotiable Instruments Act, 1881: Nature & Types, Negotiations and arbitration.
  12. The Companies Act, 1956: Nature and types of companies, formation, memorandum and articles of association, prospectus, allotment of shares, share and share capital, membership, borrowing power, management and meetings, accounts and audit, compromise arrangements and reconstruction, prevention of oppression and mismanagement, winding up.
  13. Consumer Protection Act.
  14. Cyber Laws.


  1. Avtar Singh, Company Law, 11th ed. Lucknow, Eastern, 1956.
  2. Khergamwala, J. S. The Negotiable Instrument Acts, N M Tripathi, 1980
  3. Ramaiya, A. Guide to the Companies Act. Nagpur, Wardha, 1992
  4. Shah, S M Lectures on Company Law, Bombay N M Tripathi, 1990
  5. Tuteja, S K Business Law for Managers, New Delhi, Sultan Chand 1998.

Module – II   Economic Environment (National & International)

  1. Indian experience in development & planning in post-independence period.
  2. Industralisation in the pre-liberalisation era – policies & their impacts.
  3. Industralisation in the post-liberalisation era – performance of the private sector under reforms.
  4. Role & Performance of the public sector – disinvestment & restructuring.
  5. Reforms in the financial & banking sector.
  6. Reforms in the external sector – comparison of performances in the pre and post liberalization period.
  7. International Business: An Overview – Types of International Business: The external Environment: The Economic and Political Environment. The Human Cultural Environment; Influence on Trade and Investment Patterns: Recent World Trade and Foreign Investment Trends. Balance of Payments Accounts and Macroeconomic Management: Theories and Institutions: Trade and Investment, Government Influence on Trade Investment: Determination of Trading Pattern’s Independence, Interdependence and Dependence: World Financial Environment: Cross-national Co-operation and Agreements; Tariff and Non-Tariff Barriers. WTO, Regional Blocks; International Firms; World Financial Environment: Foreign Exchange Market Mechanism; Determinants of Exchange Rates: Euro-currency Market; Offshore Financial Competitiveness; Export Management; Licensing; Joint Ventures, Technology and Global Competition; Globalisation and Human Resource Development; Globalisation with Social Responsibility; World Economic Growth and the Environment; Country Evaluation and Selection; International Business Diplomacy; Negotiating an International Business. Issues in Asset Protection: Multilateral Settlements: Consortium Approaches: External Relations Approach.


  1. Uberoi, N. K. Environmental Management. Excel Books, Art, Naraine, Phase-1, New Delhi – 2000
  2. Pandey, G. N. Environmental Management, Vikas Publishing House, New Delhi, 1997
  3. Gupta, N. Dass, Environmental Accounting, Wheeler Publishing, 19, K.G. Marg, New Delhi, 1997
  4. Mohanty, S. K. Environment & Pollution Law Manual, Universal Law Publishing, G. T. Karnal Road, New Delhi, 1996
  5. Harley, Nick, Environmental Economics, Macmillan India Ltd., Ansari Road, New Delhi – 1997
  6. Kolstad, Charles D. Environmental Economies, Oxford University Press, 2000
  7. Uma Kapila, India Since Independence
  8. Soumyen Sikdar, Contemporary Issues in Globalisation
  9. Autar Krishen Koul, The General Agreement on Tariffs and Trade (GATT) World Trade Organisation (WTO)  Law, Economics and Politics


Paper CP 202: Business Policy and Strategic Management

Module – I   Business Policy

  1. Objectives of Business Policy
    • Knowledge
    • Skill
    • Attitude
  1. Importance of Business Policy
  2. Nature of Business Policy

Module – II   Strategic Management

  1. Strategic Management: An Overview
  2. Analysis of External and Internal Environment
  3. Organisational Culture and Objective Setting
  4. Identifying Strategic Alternatives.
  5. Strategy Evaluation and Selection
  6. Matching Strategy and Organisation Structure
  7. Implementing Strategy
  8. Strategic Control Process
  9. Control System



  1. Robert S. Kaplan and David P. Norton. The Strategy Focussed Organisation. Harvard Business School Press.
  2. Kazmi, Business Policy, Tata Mc. Graw Hill.
  3. Nitin Balwani, Strategic Management and Business Policy, Excel Books.
  4. AIMA, Strategies for Competitiveness, Excel Books.
  5. Dr. P. K. Gupta, Corporate Strategic Management, Everest Publishing
  6. Johnson & Scholes, Exploring Corporate Strategy, PHI



Paper CP 203: Financial Management

Module – I    Financial System

  1. Aims and objectives of Financial Management
  2. Environment of Financial Management – Financial Instruments, Institutions and Markets in India (Primary & Secondary securities market), Financial Services.
  3. Sources of Corporate Finance

Module – II    Financial Decision Process

  1. Capital Structure and Cost of Capital
  2. Investment Decisions
  3. Working Capital Management
  4. Dividend Decisions


Paper CP 204: Marketing management
Module – I    Marketing Management – I

  1. Nature and Scope of Marketing
  2. Marketing Information System and Marketing Research
  3. Consumer and Industrial marketing
  4. Market Segmentation
  5. Targeting and Positioning
  6. Product Decisions: Product Mix, Product Life Cycle, New Product Development, Branding, Packaging Decisions, Pricing Methods.


Module – II    Marketing Management – II

  1. Promotion Decisions.
  • Promotion Mix, b) Advertising, c) Sales Promotion, d) Publicity /Public Relations, e) Personal Selling.
  1. Channel Management
  • Selection, b) Co-operation & Conflict management.
  1. Evaluation & Control of Marketing Efforts.
  2. New Issues in Marketing.
  • Globalization. B) Consumerism. C) Green Marketing. D) Legal Issues


  1. Enis. B. M. Marketing Classics : A selection of Influence Articles, New York; McGraw Hill, 1991
  2. Kotler, Philip and Armstrong. G. Principles of Marketing. New Delhi, Prentice Hall of India, 1997
  3. Kotler, Philip, Marketing Management: Analysis, Planning, Implementation and Control, New Delhi, Prentice Hall of India, 1994
  4. Ramaswamy. V. S. and Namakumari. S. Marketing management : Planning, Control, New Delhi, MacMillan, 1990
  5. Stanton, William. J. Fundamentals of Marketing, New York McGraw Hill, 1994
  6. Neelamegham. S. Marketing in India: Cases and Readings, New Delhi, Vikas, 1988


Paper CP 205: Production Management and Operations Research Techniques
Module – I    Production Management

  1. Nature and Scope of Production and Operations Management
  2. Types of manufacturing Systems and Layouts.
  3. Workshop Layout Planning and Analysis
  4. Material Handing
  5. Production Planning and Control
  • Mass Production, b) Batch/Job order Production.
  1. Capacity Planning.
  2. Process Planning, Scheduling, Work Study, Method Study, Work Management.
  3. Work Environment – Industrial Safety Management.
  4. Materials Management, Purchase Management, Stores Management.
  5. Quality Control, Total Quality Management, ISO 9000.

Module – II    Operations Research Techniques

  1. Linear Programming – Basic Concepts, Model Formulation, Solution
  2. Methods. Duality; Introduction to some Basic Quantitative Methods Packages.
  3. Transportation, Assignment & Game Theory
  4. Inventory Analysis, Queuing
  5. Project management (PERT, CPM)
  6. Replacement Analysis


Paper CP 206: Human Resource Management
Module – I    Human Resource Management – I

  1. Human Resource Planning.
  2. Job Analysis and Design.
  3. Reinvestment and Selection.
  4. Induction
  5. Training & Development.

Module – II    Human Resource Management – II

  1. Performance Appraisal and Potential Evaluation.
  2. Job Evaluation and Wage Determination.
  3. Employee Welfare.
  4. Industrial Relations and Trade Unions and Employee Empowerment.
  5. Dispute Resolution and Grievance management.


  1. Aswathappa, K. Human Resource and Personnel Management, Tata McGraw Hill, New Delhi, 1997
  2. De Cenzo, D.A. & Robbins S. P. BUSINESS MANAGEMENT. 5th ed. New York John Wiley, 1994
  3. Guy, V. & Mattock J. The New International Manager, London, Kogan Page, 1993
  4. Holloway, J. ed. Performance Measurement and Evaluation, New Delhi, Sage, 1995
  5. Monappa, A. & Saiyadain M. Personnel Management, 2nd ed. New Delhi, Tata McGraw Hill, 1996
  6. Stone, Lioyed and Leslie W. Ruc. Human Resource and Personnel Management Richard D. Irwin, IIIinois, 1984


Paper CP 207: Research Methodology & Econometrics
Module – I    Research Methodology
Nature and Scope of Research Methodology: Problem Formulation and Statement of Research Objectives; Value and Cost of Information – Bayesian Decision Theory; Organisation Structure of Research. Research Process; Research Designs – Exploratory. Descriptive and Experimental Research Designs; Methods of Data Collection – Observational and Survey Methods; Questionnaire Design; Attitude Measurement Techniques: Motivational Research Techniques; Administration of Surveys;


  1. Andrews, F. M. and S. B. Withey Social Indicators of Well Being. Plenum Press. N. Y., 1976.
  2. Bennet. Roger: Management Research. IEO,1993
  3. Fowler. Floyd. J. Jr., Survey Methods. 2nd ed. Sage Publication, 1993
  4. Fox. J. A. and P. E. Tracy. Randomized Response: A Method of Sensitive Survey, Sage Publication, 1986.
  5. Gupta. S. P. Statistical Methods. 3rd ed.. Sultan Chand. New Delhi, 2001.
  6. Golden, Biddle, Koren and Karen D. Locke, Composing Qualitative Research, Sage Publication, 1997
  7. Salkind, Neil J., Exploring Research. 3rd ed.. Prentice Hall, NJ, 1997

Module – II    Econometrics and Techniques for Data Analysis

  1. The nature of Econometrics – Relationship between variables. Economic Model & Concept of Error in the World
  2. Two variable models – Assumption. Least Square Estimations and their properties. Correlation Coefficient. Analysis and Variance in Regression. Predictions, Basic Concept of Orthogonal Estimates.
  3. Extension of the two-variable linear model – Two variable non-linear Relationships
  4. General Liner Model – Assumptions & their implications, least square estimations and the properties, Correlation matrix, Partial correlation. Co-efficient & programmes coefficients, significance test of the stimulates, ANOVA in programme
  5. Multicollinearity – Concept, consequences of multicollinearity & its removal with special reference to demand analysis.
  6. Sample Design: Selecting and appropriate Statistical Technique: Field Administration of Surveys: Sample Design; Selecting and Appropriate Statistical Technique; Field Work and Tabulation of Data; Analysis of Data, Estimation, Testing & Inference: – Use of SPSS and other Statistical Software Packages; Advanced Techniques for Data Analysis – ANOVA.


  1. Econometries Method: J. Johnston
  2. Theory of Econometries: A Koutsoyiannis
  3. Econometries: G. S. Maddala
  4. 4. Generalized Liner Regression Model
  • Problems of Heteroscedasticity
  • Auto correlation
  • Use of Dummy Regression (Binary)
  • Co-integration
  1. Pyndricks & Ruben Field – Econometrics
  2. Maddala – Econometrics
  3. Gold Burger – Applied Econometrics


Paper CP 208: MIS & Computer Applications
Module – I     Management Information System (MIS)
MIS: Definition, Concept, Characteristics, Factors of designing successful MIS. Steps involved in setting up MIS, MIS growth stages theory in organizations, Limitations of MIS, Status of MIS personnel. Dimensions of information need at different levels of management, Uncertainty absorption & planning, organizing and controlling.
Decision Support System: Its characteristics, Ingredients, Formulation of programmed decision rules.
Reporting: General principles, Types of reporting. Considerations of developing management reporting system.
Information Systems for Functional Areas: Accounting information system. Financial information system, Marketing information system, Personnel information system, Production information system, Materials Handling information system.
Database management System: Introduction, Facilities of database. Database Administrator, Abstract architecture for a database system – External level Conceptual level, internal level, Schema and Sub-schema, DBMS in operational steps, DDL, DML.
Data structures and corresponding operations – Relational approach, Hierarchical approach, Network approach, Relational approach – Relations. Tuples, Attribute, Domains, Cardinality, Idea of Normalization. Enterprise Management System/Enterprise Planning, Business Process Re-engineering, Introduction to E-Commerce.

Module – II   Business Communication

Computer and communication: Basic Information Theory, The information technology, The concept of global village, On-line information services, Electronic Bulletin board systems; The Internet, Interactive video, Communications, channels. Communications networks, local networks, Managerial issues related to telecommunications. Client/server computing, Communication servers, Digital networks, Electronic data interchange and its applications. Enterprise resource planning systems, Inter organizational information system. Value added network. Wireless networks, Managing in the market space. Electronic commerce and Internet. Applications of Internet. Internet and Extranet in business organization. Using internet for business EIS, Internet as a vehicle for transacting business.


    • Murdick & Ross – MIS – PHI
    • George M. Scot – Principles of MIS – McGraw Hill
    • Date C. J. – Database Management System
    • Basandra Suresh K. – Computer Systems Today – Wheeler.





Semester – III


Paper OPMKT-301 (Minor): Consumer behaviour
Module – I    Consumer Behaviour – I

  1. Changing Profile of the Society and its Relevance of Consumer Marketing
  2. Consumer Marketing & Non-Consumer Marketing Organisational / Industrial Marketing
  3. Interdisciplinary Nature of Consumer Market Analysis
  4. Characterising Consumer Market
  • The Buyer or the Consumer
  • The Seller
  • The Product
  • Institutional / Organisational Character – Market Network

Consumer Behaviour Analysis / Buyer in the Consumer Market

  1. Interdisciplinary Nature of Consumer Behaviour Analysis
  • Economic Paradigm of Consumer
  • Behaviour Analysis – Economists Models
  • Limitation of Economists Models in Market Management Analysis
  1. Psychographic Analysis of Consumer
  2. Behaviour
  • Motivation
  • Learning
  • Perception
  • Attitude
  • Personality

Socio-graphic Analysis of Consumer Behaviour

  1. Culture
  2. Sub-culture
  3. Social Class
  4. Reference Group
  5. Face of Face Group
  6. Family
  7. Individual / Person himself
  8. Incorporating External and Internal Factors : Consumer Behaviour Models
  • Howard & Sheth
  • Nicosia
  • Blackwel and Engel
  • Others
  1. Characterising Behaviour Models as
  • Input Output System
  • Inter-active System
  • Feed Back Mechanism
  1. consumer Decision Process
  • Pre-decision Analysis
  • Decision and Action
  • Post-decision and Action Analysis
  1. Specifics
  • Analysis of Dynamic of Purchase and Consumption of Consumer Durable
  • Analysis of Dynamics of Purchase. Consumption and Post-consumption Behaviour of Consumer Perishables – Issues of inventories of Consumables


      Module – II    Consumer Behaviour – II

  1. Post-Purchase Behaviour of Consumers
  2. Impact of Short Term and Long Term Memory on Consumer Behaviour.
  3. Consumer Behaviour specifically to E-marketing.
  4. Consumer Behaviour in Rural Marketing.
  5. Environmental Awareness and Impact on Consumer behaviour.
  6. Asian Cultures and Values.
  7. Driving Forces in Asian Consumer Behaviour.


  1. Leon G. Schiffman & Leslies Lazer Kankuk : Consumer Behaviour (Edition 6th) PHI – New Delhi
  2. Loudon & Betta : Consumer Behaviour. McGraw Hill International, 2000
  3. Glenn Walters and Blaise J. Bergiel : Consumer Behaviour, South Western Publishing Company, 1989.
  4. Peter D. Benett and Harold H. Kassarjian : Consumer Behaviour. PHI, New Delhi, 1996
  5. Assacl, H. Consumer Behaviour Marketing Action, Ohio, South Western, 1995.
  6. Hawkins, D I. etc. Consumer Behaviour Implications for Marketing Strategy, Texas, Business, 1995.


Paper OPMKT – 302 (Minor): Advertising Management (I) & Sales Promotion – (I)
Module – I      Advertising Management – I

  1. Introduction – The field of Advertising Management. Advertising Planning and Decision Making.
  2. Objectives Setting and Market Positioning – Integrated Market Communication, Setting Goals and Objectives. How Advertising Works.
  3. Media Strategy and Tactics – Media Alternatives and Media Selection. Budgeting and Media Tactics.
  4. Broader Environment – Advertising its relation with Society. Ethics in Advertising. Global Marketing and Advertising.

Module – II     Sales Promotion

  1. Introduction – Defining Promotion and its scope
  2. Promotion Mix – Consumer Promotion. Trade Promotion. Promotional Strategies – Joint Promotions, Extra Benefit Offers, Charities, Sponsorships, Games and Competitions. Celebrity Promotion and Events Management
  3. Devising a Promotional Strategy and its evaluation
  4. Direct Marketing


  1. George E. Belch & Michael A. Belch : Advertising & Promotion
  2. Batra & Myers : Advertising Management, PHI
  3. Scissors & Petray : Media Planning
  4. A. D. Farbey : How to Produce Successful Advertising
  5. Borden Marshall : Advertising Management
  6. G.C. Beri : Marketing Research, TMH
  7. R. Batra, J. G. Myers, D.A. Aaker : Marketing Management, PHI
  8. F. Jefkins : Advertising, Macmillan
  9. M. Mohan : Advertising Management, TMG
  10. Kenneth. E. Clow and Baack Donald : Integrated Advertising Promotion & Marketing Communications – PHI
  11. Hackley Chris, Advertising & Promotion – Sage

Paper OPMKT – 303: International Marketing
Module – I     International Marketing & International Business
Part – A

  1. International Marketing vis-à-vis Domestic Marketing
  2. Selection of Foreign Markets
  3. Market Entry Strategies
  4. Market Coverage Strategies
  5. International Product Decisions
  6. International Pricing
  7. International Distribution
  8. Promotion in the International Market

Part – B
International Firm & International Business

  1. Introduction – (MNC / TNC – International Firm)
  • Definition & Features
  1. MNCs in Historical Perspectives
  • Genesis of MNC
  • MNCs in the late 20th Century
  • Emerging Features fo MNCs in the 21st Century
  1. Network of MNC Operations and the Organisational Structure of the MNCs
  2. Why the MNCs go abroad?
  • Theory of Capital Transfer
  • Products Cycle Theory in International Movement of Capital
  • Export of Capital – Dynamics of Profit
  1. The MNCs in the era of Globalisation of Capital
  • Structural Adjustment Programme in Post Bretton Woods Regime
  • Convertible Currency & Foreign Direct Investment in the era of liberalisation

Module – II    Transnational Corporation in International Market
Part – A

  1. Internalization of National Market
  2. Operators in an International Market
  • Transnational Corporations – an Operator
  1. International Components in an International Market
  2. Types of Operations of International Units in an International Market
  3. Difference Forms of Transnational Corporation
  • Transnational Manufacturing Corporations
  • Transnational Trading Corporations
  • Transnational Service Corporations

Part – B
Theories and Protections in International Trade

  1. Rationale of International Trade
  2. Autarky & Trade
  3. Adam Smith’s Theory of Absolute Advantage
  4. David Ricardo’s Theory of Comparative Advantage
  5. Heeksher – Ohlin Formulations
  6. Gains from Trade
  7. Free Trade vs. Restricted Trade
  8. Forms of Protection
  • Kinds of Tariff & Effects of Tariff
  • Arrangements for Tariff
  • Quotas, dumping & State Trading
  • Exchange Control
  1. Globalization & WTO


  1. Warran J. Keegan: Global Marketing Management, PHI
  2. Francis Cherunilam : International Business. Wheeler Pub.
  3. Bo Sodersten : International Economics
  4. Bhattacharya. B. Export Marketing. Strategies for Success. New Delhi, Global Business Press, 1991
  5. Terpstra. Vem and Sarathy, R. International Business. New York, John Wiley, 1988
  6. Onkvisit, Sak and Shaw, J J. International Marketing: Analysis and Strategy. New Delhi, Prentice Hall of India, 1995


Paper OPMKT – 304: Sectoral Marketing Management
Module – I     Non-profit Institution

  1. Non-profit Institutions in Indian Market Context e.g. Police, Public Service. Hospitals etc.
  2. Analysing Socio-cultural Environment Affecting Non-profit Organizations
  3. Scope and Applications of  Marketing in the Context of Non-profit Organization
  4. Setting Marketing Objectives
  5. Analysing Beneficiary Behaviour
  6. Market Segmentation, Targeting & Positioning
  7. Planning of Marketing Strategy in a Non-profit Organization, Concept of Product Service Life Cycle & Related Issues.
  8. Elements of Marketing Mix
  • Product
  • Pricing Decisions
  • Distribution & Delivery Strategy
  • Promotional & Public Relations Strategy
  • Role of Institutional Image
  1. Monitoring & Review of Marketing Programme.


Module – II    Rural Marketing

  1. Rural Environment and its Dynamics
  2. Marketing of Farm Products
  3. Marketing of Farm Inputs
  4. Marketing of Non-Farm Products and Non Farm Inputs
  5. Roles and Strategies of Government. Cooperatives and Corporates in Rural Marketing
  6. Globalization and Rural Marketing


  1. Kotler, Philip and Andreasen,  Alan R. Strategic Marketing for Non-Profit Organization. Englewod Cliffs, New Jersey. Prentice Hall Inc., 1987
  2. Kolter Philip. Etc. Cases and Readings for Marketing for Non-profit Organizations. Englewod Cliffs, New Jersey. Prentice Hall Inc. 1983
  3. Kolter, Philio and Roberto, Eduardo I. Social Marketing. New York. The Free Press, 1989
  4. Lauffer, Armand, Strategic Marketing for Non-for-Profit Organization, New York, Free Press, 1984
  5. Lovelock, Christopher H and Charles B. Weinberg. Marketing for Public and Non Profit Managers. New York. John Wiley, 1984
  6. Singh Sukhpal : Rural Marketing Management – Vikas Publishing
  7. Acharya S. S. & Agarwal N. L : Agricultural Marketing  in India.. Oxford & I. B.H.


Paper OPMKT – 305 : Strategic Marketing & Services Marketing
Module – I    Strategic Marketing

  1. Marketing Planning
  • Strategic Marketing
  1. Product Planning & Life Cycle
  2. Brand Management

Concept of Brand and Brand Extension
The Brand Equity Concept and Customer Based Brand Equity Model
Brand Positioning and Values
Choosing Brand Elements to Build Brand Equity
Integrating Marketing Communication to Build Brand Equity
Methods of measuring Brand Equity

Module – II    Services Marketing

  1. Characteristics of Services, Classification of Services
  2. Servqual Model
  3. Services Mix
  4. Internal Marketing. Interactive Marketing and External Marketing
  5. Managing Quality
  6. Managing Services
  7. Customer Relationship Management
    • Framework of Customer Relationship Marketing. Relationship through Loyalty, Loyal customer Ladder. Recovery of Lapsed Customer
    • Introduction to Customer Relationship Management. Definition of Customer Relationship Management. Concept of Customer Interaction Management. Concept of Customer Retention. Stages of Retention in Customer Life Cycle
    • e-CRM, The concept, Difference between CRM and e-CRM. Dimensions of e-CRM, Key requirement for e-CRM. e-CRM tools
    • CRM process : Benefits of CRM process. Four C’s of CRM process. Organisation of CRM Process. Implementing CRM – A Step-by-step process
    • Integration of CRM with ERP systems



  1. Cristopher. H. Lovelock; Services Marketing: Prentice Hall International N.J (1996).
  2. S.M. Jha; Services Marketing. Himalaya Publishing. N. Delhi (1996).
  3. Helen Woodrull; Services Marketing: McMillan of India, N. Delhi (1997)
  4. M. J. Xavier; Strategic Marketing: Response Books. N. Delhi (1999).
  5. Subash C. Jain; Marketing Planning and Strategy; South Western Publishing (1990)
  6. J. Neol Kapferrer; Strategic Brand Management: Free Press (1996)
  7. Aikar; Leadership Brand; Free Press (2000)
  8. Subroto Sengupta : Brand Positioning: Tata McGraw Hill Publishing, New Delhi (1990)
  9. Gupta P.K., Services Marketing. Everest Publishing House (2002)
  10. Ravi Shankar, Services Marketing, Excel Book (2002)
  11. Valarie A. Zeidhanul & Bitner, Services Marketing. Tata McGraw Hill N. Delhi, (2nd Edition)
  12. Verma H. V. – Brand Management. Excel Book (2002)


Paper OPMKT – 306: Industrial Marketing
Module – I    Industrial Marketing

  1. Nature & Scope of Industrial marketing
  2. Differences between Industrial & Consumer Marketing
  3. Nature of Demand of Industrial Marketing
  4. Classification of Industrial Products
  5. Organizational Buyer Behaviour
  • Structure
  • Process
  • Content
  1. Choice Criteria
  • Factors Affecting Organizational Buyer Behaviour
  • Life Cycle Costs
  1. Organizational sales Respo9nsibilities and preparation for it
  • Objectives
  • Key Concepts
  1. Segmentation of Industrial Market
  2. Product Decision and Strategies
  3. Industrial Pricing
  4. Distribution and Channel Relationship
  5. Industrial Marketing Communication
  6. Performance Appraisal
  • Value Engineering
  • Procedure
  • Advantages
  • Phases


Module – II : Logistics in Marketing

  1. Concept of Supply Chain Management, SCM
  2. SCM in the Global Environment
  3. The Role of Marketing in SCM
  4. Supply Chain Sales Forecasting
  5. Role of Logistics in SCM
  6. Information System & SCM
  7. Financial Issues in SCM
  8. Customer Services & SCM
  9. Measuring Performance in SCM
  10. Managing SCM: Managerial and Research Implication

12. E.R. Corey, Prentice Hall: – Industrial Marketing – Cases & Concept

  1. L. Fisher: Industrial Marketing. Business Books, London
  2. F. Luthans, Mc Graw Hill: Organizational Behaviour
  3. Geoffrey Lancaster, David Jobber & Macmillan: Selling & Sales management
  4. Carlos Falton, John Wiley & Sons : Value Analysis to Increase Productivity
  5. Lawrence D Miles, McGraw Hill: Techniques of Value Analysis and Engineering
  6. Christopher Bartlett & Sumantra Ghoshal: Managing Across Borders: The Transnational Solution, Harvard Business School Press
  7. Donald J. Bowersox: The strategic Benefits Logistics Alliances. Harvard Business Review
  8. Sumantra Ghoshal: Global Strategy – An Organizing Framework, Strategic Management Framework
  9. Manohar U. Kalwani & Narakesari Narayandas: Strategic Management Journal 8 (5) Long Term Manufacturer Supplier Relationship – D they Pay off for Supplier Firms? Journal of Marketing 59 (January)
  10. Havaldar K. Krishna, Industrial Marketing. Tata McGraw Hill Co. Ltd., N. Delhi, 2002




Paper OPFM – 301 (Minor): Accounting for Management
Module – I     Management Accounting

    • Nature – objectives – role – relation with other accounting
    • Changes in Financial Position
    • Financial Statement Analysis

Module – II      Management Control System

    • Budgetary Control & Performance Measurement (including zero base Budget. Balance Score card. Bench Marketing. Theory of Constraint) Standard Costing
    • Profit Centre and Transfer Pricing
    • Divisional Performance Measurement and Control.

Paper OPFM – 302 (Minor): Indian Financial System
Module – I     Financial Institutions of India

    • An overview of Indian Financial System

– Regulatory Bodies – RBI, SEBI
– Commercial Banks
– Cooperative Banks
– Insurance Companies

Module – II      Financial Market & Instruments

    • Money Market as part of Financial Market

– Money
– Call Money
– Treasury Bill
– Commercial Papers
– Report
– Discount Market
– Commercial Deposits
– Market for Financial Guarantees

    • Capital Market as part of Financial Markets: Primary & Secondary

– Gilt-edged Securities Market
– Industrial Securities Market & Stock Exchanges
– Bankers & Dealers

    • Housing Finance
    • Leasing
    • Venture Capital
    • Factoring
    • Forfeiting
    • Depositaries



  1. The Economics of Money. Banking & Financial Markets – Frederie S. Mishkin. Columbia University Addison – Wesley.
  2. Monetary & Financial Economics James I. Pieree. John Wiley & Sons, 1984
  3. Raymond Goldsmith: Financial Institutions
  4. Money. Information & Uncertainty: C.A.E. Goodhart. 1989
  5. The Financial System & the Economy Principles of Money & Banking- Buston & Lombra. [South – Western College Publishing] Thomson Learning 2000
  6. Commercial Banking – The Management of Risk – Fraser, Gup & Kolari South-Western College Publishing. Thomson Learning.


Paper OPFM – 303: Financial Economics
Module – I     Financial Economics & Management of Financial Services

    • Financial Systems: Introduction & Overviews
    • Financial Intermediation

– Role / Advantages
– Financial Intermediaries & Institutions -Nature. Function. Types

    • Asset & Liabilities

– Structures
– Management

    • Interest Rates

– Determination
– Structure

    • Bond

– Price
– Yields
– Interest Rates
– Maturity

    • Economic Trend & The Yield Curve

Module – II     Financial Derivatives

    • Futures
    • Options
    • Other Financial Derivatives


Paper OPFM – 304: Cost Management
Module – I     Advanced Costing

    • Cost Concept and Management Decisions
    • Full Costing, Marginal Costing and Managerial Decision Making (under certainty and uncertainty)
    • Strategic Cost management
  • Activity based cash management target cashing, lifecycle costing. JIT approach ERP, TQM, value chain analysis.

Module – II     Working Capital Management
Concepts of Working Capital Management, Importance of Working Capital. Kinds of Working Capital, Factors Determining Working Capital. Estimating Working Capital Requirements, management of Cash Receivable Management Programming, Working Capital Management, Integrating Working Capital and Capital Investment Processes. Working Capital Control and Banking Policy in India.


Paper OPFM – 305: Tax Management
Module – I     Income Tax Laws
Computation of income and calculation of tax under income tax law Procedural aspects of assessment and payment of tax and penalties

Module – II     Tax Planning

  • Concept of Tax Planning
  • Tax implications of planning in different corporate decision areas (Capital Structure, Lease Vs. Purchase. Amalgamation etc.)

Paper OPFM – 306: Project Management & Control
Module – I     Project Management & Control – I
Exploration and analysis of investment opportunities in projects, project viability appraisal
Market & Demand analysis
Technical analysis
Network analysis CPM, PERT, crashing, resource allocation

Module – II     Project Management & Control – II
Cost of Financing of projects
Projection of financial statements
Social cost benefit analysis
Project appraisal followed by financial institutions



OPHRM – 301 (Minor): Managing Interpersonal & Group Processes
Module – I:      Interpersonal Relationships
Interpersonal Communication
Interpersonal Awareness and Feedback
Interpersonal Interaction Process


Module – II:      Group Dynamics
1. Group Behaviour
Group Dynamics & Cohesiveness
Interactive behaviour and Conflict
Team Building


    • W.G. Bemies, Essay in Interpersonal Dynamics. Dorsey Press. USA 1979
    • D. Kolb, Organisational Behaviour, Pretice Hall. 1991
    • Fred Luthans, Organisational Behaviour. McGraw Hill, 1985
    • Lauries J. Mullins, Management and Organisational Behaviours. Wheeler Publishing, 1992

OPHRM – 302 (Minor): Human Resource Management and Policy
Module – I:      Man Power planning
Human Resource Management: Overview
Human Resource. Scope, Coverage and Functions
Man Power Planning
Forecasting Methods

Module – II:      Selection and Recruitment

  1. Job Analysis, recruitment
  2. Selection
  3. Deployment, Redeployment
  4. Job Evaluation. Job Rotation. Job Enlargement


  1. E.B. Flippo, Personnel Management, McGraw Hill
  2. A.F. Sikula & J.F. McKenna. Management of Human Resources. Hohn Wiley, 1984
  3. M.S. Saiyadain. Human Resource Management, Tata McGraw Hill. F 1988
  4. E.A. Ramaswamy. Management of Human Resources. Oxford, 1999

OPHRM – 303: Labour Economics
Module – I      Wage Theory

  1. Wage theory under Perfectly Competitive Markets
  2. Wage theory under Imperfectly competitive Markets
  3. Elasticity of Factor Substitution. Technological Progress and Income distribution
  4. Home-Production and the Allocation of Time
  5. The theory of Search in Labour Markets

Module – II Characteristics of Labour in Less developed Countries

  1. Characteristics of Labour in Less Developed Countries
  2. Work Environment – hours, absenteeism, shifts, fatigue
  3. Dualism
  4. Harris – Todaro model
  5. Formal and Informal Sector employment
  6. Implicit Contact Theory


  1. Handerson and Quandt: Microeconomics
  2. David Sapsford and Zafiris T, (ed) Current Issues in Labour Economics (Macmillan), 1990


OPHRM – 304: Management of Industrial Relations
Module – I:      Industrial Relations

  1. Emerging trends in Industrial Relations
  2. Industrial Relations machinery Collective Bargaining. Conciliation. Tribunals. Arbitration
  3. Workers Participation in Management
  4. Industrial Relations & the State

Module – II:      Trade Unionism

  1. Trade Union : Evolution of Trade Union movement: in India: U:K; USA and 3rd World Countries
  2. Industrial Disputes
  3. Role of Management & Trade Union
  4. Theory of Strikes


  1. M. Marchugton. Managing Industrial Relations. McGraw Hill, 1982
  2. B.R. Patil. Collective bargining , 1996
  3. B.R. Virmani. Participative management. Vision Books, 1988
  4. C.S. Venkat Ratnam. Globalization and Changes in Industrial Relations. Response Books, 2000


OPHRM – 305: Cross & Global Human Resource Management
Module – I:       The Role of Culture

  1. Human and Cultural Variables in global organisations
  2. Cross Cultural Differences
  3. Cross cultural Research methodology
  4. Cross Cultural Leadership, Communication & Negotiation

Module – II:       HRM in the Modern Era

  1. MNC and Human Resource Management
  2. Human Resource Management in 21 Century
  3. Human Resource Management and Technological Change
  4. Technology transfer with a human face

OPHRM – 306:  Human Resource Accounting & Compensation
Module – I:       Human Resource Accounting

  1. Human Resource Valuation and Accounting
  2. Human Resource audit
  3. Total Quality Management & Human Resource Development
  4. Learning Process in Human Resource Development

Module – II:      Compensation Management

  1. Compensation Package
  2. Fringe Benefits, Incentives, Refinement Plans
  3. Working of wage Boards, Pay Commissions etc.





Semester – IV


Paper OPMKT – 401 (Minor): Sales & Retail Management
Module – I     Theories of Selling & Management

  1. Principles of Selling
  2. Theories of Selling Steps in Personal Selling
  3. Sales Organisational Structure
  4. Dyadic Interaction of Selling
  5. Sales Organisational Structure
  6. Relationship of Sales Department with other departments
  7. Size of Sales Force
  8. Motivation of Sales Force
  9. Compensation and Recruitment of Sales Force
  10. Quotas and Territory Management
  11. Sales Force Control System
  12. E-Marketing
  13. Franchising
  • Concepts of Franchising
  • Types of Franchising
  • Modes of Operation
  • Steps in setting up a Franchisee Organisation
  1. Physical Distribution
  • Objective of Physical Distribution
  • Importance of warehousing and transportation
  • Distribution Planning Principles
  • Designing a Distribution System
  1. Marketing Channels
  • Strategies of Distribution
  • Role of Channel Members
  • Types of Retailing
  • Channel Relationship


Module – II      Retail Management

  1. Introduction to retailing; The Retail Environment. The retail definition. Theory of retailing, Retailing and Marketing. Types of format retailing
  2. The management of service and quality in retailing
  3. The retail marketing mix: The Product, Retail Pricing. Retail Promotion. Place – Supply Chain Management
  4. Merchandise Management, The concept, Methods of planning and calculating inventory levels, Merchandiser skills and profile. Range Planning, Merchandise assortment and support. Negotiating the purchase.
  5. Retail location strategies and decisions
  6. The management of retail brands
  7. The applications of IT to retail marketing, the growing role of IT in retailing IT for competitive advantage, capturing data at the point of sale, data base marketing, data mining and business intelligence, electronic retailing
  8. International retailing, International retail structures, motives and reasons for international retailing, market entry methods, development of international retailing.


  1. Rechard R. Still, Edward. W. Cundiff and A.P. Covoni, Sales Management, Prentice Hall of India, N. Delhi (2000).
  2. E.L. Ansary (jt author), Distribution Management. Prentice Hall of India N. Delhi (2000).
  3. Anderson, R. Professional Sales management Cliffs, New Jersey, Prentice Hall Inc, 1992
  4. Buskirk. R. H and Stanton, W J Management of Sales Force. Homewood lllionois, Richard D. Irwin, 1983
  5. Dalymple, D. J. Sales Management, Concepts & Cases, New Yorki, John Wiley, 1989
  6. Stanton. William J, etc. Management of a Sales Force Chicago, Irwin, 1995.
  7. Gilbert David, Retail Management, F. T & Prentice Hall
  8. Freathy Paul, The Retailing Book, F. T. & Prentice Hall
  9. Evans, B. & Berman, Retail Management: The Strategic Focus, Prentice Hall India


Paper OPMKT – 402 (Minor): Market Research & Assessment
Module – I     Sampling Techniques

  1. Sampling Techniques
  • Simple Random Sampling; with Replacement & without Replacement
  • Stratified Random Sampling
  • Sample size determination
  • Estimation of different parameters and their standard error
  • Different cases on sample survey in the context of marketing
  1. Scales & Measurement in Marketing & Analysis
  • Approaches in a survey relevant for Market Assessment
  • Different types of scaling
  • Data collection Methods

– Variability Method: Ordered Category Sorting, Rating Method. Ranking
Method, Paired Comparison (Thurstone Scale V)
–  Quantitative Judgment Method: Direct Judgement Method, Fractionation,
Constant Sum

  1. Tools use for Market Assessment
  • Cluster Analysis, Factor Analysis, Discriminate Analysis & Conjoint Analysis

Module – II:     Market Share & New Product Decision Theories

  1. Market Share
  • Zero-order Method : Ehrenberg Model
  • Markov Model : Markov Process, Transition Probability Matrix, Prediction of Market Share, Brand Preferences
  • Models: Product class Sales Model. Market Share Model in a two Brand Market, Attraction Models:
    • Multiplicative Competitive-interaction Model (MCI)
    • Multinomial Logit Model (MNI)
  •              Parfill – Collins Model
  •              Consumer Brand Preference Model
  • Different approaches to study the consumer brand preference & associated purchase behaviour
  • Measurement of Brand preferences
  • Method and criticism
  1. New Product Decision Theory:
  • Baysian approach in the context of launching of new product
  1. First Purchase Diffusion Model of New Product
  • Innovative Diffusion Model: Fourt & Woodlock Model
  • Imitative Diffusion Model: Mansfield Model, Fisher & Pry Model, Tecce Model
  • Roger’s Model for classification & First Purchase consumers
  • Bas Model: Derivation of the Model. Implication of the parameters & problems of Estimation


Paper OPMKT – 403:  Market Forecasting Techniques
Module – I     Trends & Forecast

  1. Trends and Forecasts
  • Linear
  • Quadratic
  • Exponential
  • Modified Exponential
  • Gompertz
  • Log – Linear
  1. Moving Average Models
  • Exponential Smoothing Methods (Single, Double)
  • Adaptive Response Rate
  • Holts Trend – Smoothing (Single)
  • Seasonal Models (Horizontal Seasonal, Adaptive Trend – Seasonal. Multiplicative trend Seasonal)

Module – II:   Box – Jenkins Models & other forecasting techniques

  1. Box – Jenkins Models
  2. Special Techniques in Forecasting
  • Lump Demand
  • Cumulative Sum Techniques
  • All Time Requirements
  • Fast – Dropping Forecasts



  1. Makridakis: Market Forecasting
  2. Makridakis & Wheelwright: Interactive Forecasting
  3. Fyndick & Rubenfield: Econometric Forecasting & Model Building


Paper OPMKT – 404: Advertising Management – (II) & Sales Promotion (II)
Module – I     Advertising Management – II

    • Advertising Agency and its working – Creative, Account Servicing and Media
    • Theories of Advertising & Research
    • Message Strategy – Attention and Comprehension. Understanding Benefits Based Attitudes. Associating Felling with Brand. Group Insurance. Word of Mouth Advertising
    • Creative Strategy – Art of Copy Writing. Art and Copy. Art Direction. Elements of Design. Copy Testing and Diagnosis. Production and Implementation. Making a Creative Brief.
    • Global Advertising
    • Advertising for Small Business
    • Business to Business Advertising


Module – II   Sales Promotion – II: Integrated Promotion & Public Relation

  1. Integrated Promotion: Introduction. Designing an Integrated Promotion Strategy. Implementation and Control
  2. Identifying & Describing Publics
  3. Scope & role of Public Relations
  4. Persuasion & Theory of Communication
  5. Corporate Public Relations – Definition. Scope. Objectives & Strategies
  6. Corporate Image & Public Relations
  7. Public Relations & Marketing
  8. Public Relations & Media
  9. Ethics and Laws in Public Relations
  10. Problem Solving Strategies in Public Relations
  11. Evaluating Public Relations


  1. Julian Cummins: Sales Promotion. Universal Publications, New Delhi
  2. Ailloni and Charas, Dan, Promotion: A Guide to Effective Promotional Planning. Strategies and Executions, New York, John Wiley, 1984
  3. Blattberg. Robert C and Scott. A Neslip Sales Promotion: Concept, Methods and Strategies. Englewood Cliffs. New Jersey. Prentice Hall Inc.1990
  4. Schaltx, Don E and William. A Robinson, Sales Promotion Management. Chicago. Crain Books, 1982
  5. Ulanoff. Stanley M Handbook of Sales Promotion. New York. McGraw Hill, 1985
  6. Bahl Sushil. Making P. R. Work  Wheeler Publishing 1997
  7. New Som. Turk. Kruckebergy. This is P.R. Wordsworth. Thomson Learning – 2000 (7th Edition)
  8. Black Sam. Public Relations
  9. Chaudhuri Arun. ITC Vs. BAT  Wheeler Publishing, 1998



Paper OPFM – 401 (Minor): Financial Management
Module – I      Financial Decision Analysis

    • Fundamental Valuation Concept
    • Capital Budgeting
    • Risk Analysis of Capital Investments
    • Capital Structure (Leverage & Cost of Capital) and Dividend Policies.

Module – II      Strategic Finance

    • Core Competence. Diversification
    • BPO
    • Global Financing and Global Disclosure
    • Financial Management of Sick Units
    • Corporate Restructuring

Paper OPFM – 402 (Minor): Investment Management
Module – I      Investment Environment

    • Stock market
    • New Issue market
    • Investment Companies
    • Market Indexes
    • Credit Rating

Module – II      Security Analysis

    • Fundamental Analysis
    • Technical Analysis
    • Efficient Market Theory


Paper OPFM – 403: International Finance
Module – I      International Finance – I

    • The Foreign Exchange Market

– Introduction
– Spot and Forward Markets
– Forward Premium
– A typical Foreign Exchange Transaction
– Triangular Arbitrage

    • Central Banks and Exchange Rate Regimes

– Fixed vs. Floating exchange rates regimes
– India’s exchange rate regimes over the years

    • The Purchasing Power Parity principle
    • The Covered Interest Parity principle

– Investing on a covered basis
– The covered interest parity condition
– Deviations from covered interest parity (Transaction cost, cost of gathering and processing information, government intervention and regulation financial constraints and capital market imperfections, non-comparability of assets)
– Political risks and International money markets
– Testing for covered interest parity

Module – II      International Finance – II

    • An introduction to unit root and cointegration

– The concepts of stationarity
– The concept of unit root
– Testing for unit roots (The Dickey & Fuller Tests)
– Granger Causality

    • Money : Role & Functions of Money – Evaluation of Classical Dichotomy
    • Interest Rates & Issues Involved
    • Critical Overview of Indian Banking System (including Reserve Bank of India)
    • Non-Banking Financial Intermediaries
    • International Monetary System: Its Impact on Indian Money & Capital Market
    • Money Capital

– Theoretical issues of perfect capital market
– Rational allocation of capital in uncertain world


Paper OPFM – 404: Portfolio Management
Module – I      Bond Analysis and Management

    • Bond Valuation
    • YTM
    • Bond Attributes
    • Bond Pricing Theorems
    • Convexity
    • Duration
    • Immunization


Module – II      Portfolio Management

    • Risk and Return
    • Markowitz: Portfolio Selection Model
    • Sharpe : Single Index Model
    • CAPM
    • APT
    • Portfolio Investment Process
    • Investment Timing and Portfolio Performance Evaluation & Revision.


  1. I.M. Pandey – Financial Management
  2. Prasanna Chandra – Financial Management

– Project Management

  1. Bnearly & Myres – Principles of Corporate Finance
  2. H.T. Spiro – Finance for non-financial Manager
  3. Alan Shapiro – Multinational Financial Management
  4. Jack Clark Francis – Investment – Analysis & management
  5. Bhalla & Tuteja – Investment Management
  6. Brigham – Fundamentals of Financial Management
  7. Khan – Indian Financial System
  8. B. Banerjee – Financial Management
  9. Jordon & Fisher – Investment
  10. Alexander Baily & Sharpe : Investment
  11. Horngren Charles – Principles of Financial Management Accounts
  12. R. D. Kaplan – Advanced Management Accounting
  13. Allan Upchurch – Advanced Cost Accounting
  14. B. Banerjee – Cost Accounting
  15. Asish Bhattacharya – Cost Accounting
  16. Jawahar lal – Managerial Accounting
  17. V.K. Singhania – India Income Tax
  18. V. K. Singhania – Tax Planning
  19. L.M. Bhole – Financial Institutes and Markets
  20. Khan & Jain – Financial Management
  21. Avadhani – Marketing of Financial Services and Markets
  22. C. Hull – Derivatives




OPHRM – 401 (Minor): Human Resource Development
Module – I:       Development and Training

  1. Human Resource Development
  2. Designing Training Programme
  3. Training Methods and Techniques
  4. Evaluation of Training Programme

Module – II:       Evaluation and Appraisal

  1. Performance Appraisal
  2. Appraisal Instruments
  3. Career Planning and Succession Planning
  4. Managing Diversity


  1. K.K. Chaudhuri. Personnel management for Executives. Hemalaya Publishing House, 1998
  2. Madhukar Shukla. Competing through knowledge, response Books, 1997


OPHRM – 402 (Minor): Human Resource Counselling and Discipline
Module – I:       Counselling

  1. Counselling Principles
  2. Methods and Skills

Module – II:       Disciplinary Activities

  1. Discipline in Industry
  2. Positive and Negative Discipline


  1. C.S. Venkat Ratnam and B.K. Srivastav. Personnel Management and Industrial Relations. S. Chand & Sons. 1999
  2. Madhurendra K. Verma. Nurturing Change Through Your Human Assets. Response Books, 2000


OPHRM – 403: Legal Framework Governing Human Relations
Module – I:       Industrial Law

  1. Industrial Relations – Overviews
  2. Industrial Dispute Act.
  3. Factories Act.
  4. Laws relating to Workmen’s compensation
  5. Environmental Laws

Module – II:       Labour Welfare Measures

  1. Payment of Wages Act.
  2. Minimum Wages Act.
  3. Payment of Bonus Act.
  4. Equal Remuneration Act.
  5. Provident Fund, Gratuity, Maternity Relief


  1. S.L. Agarwal. Labour Relations Law in India. Macmillan, 1980
  2. P.L. Malik. Industrial Law. Luckknow Eastern Book, 1999
  3. O.P. Malhotra. The Law of Industrial Disputes. Tripathi, 1973
  4. S.C. Srivastava. Industrial Relations and Labour Law. Vikas, 1994
  5. S.D. Punckar, Deodhar & Sankaran. Labour Welfare, trade Unionism and Industrial Relations. Himalaya, 1990
  6. S.C. Saxena. Labour Problems & Social Welfare


OPHRM – 404: Industrial Psychology
Module – I:       Industrial Psychology
2. Psychology of Trade Unionism
3. Working Conditions ergonomics
4. Counseling

Module – II:       Industrial Sociology

  1. Nature & Scope of Industrial Sociology
  2. Industry & Society
  3. Industry & Community
  4. Industrial Social Stratification
  5. Industrial & Family
  6. Industrialism & Social Change


  1. Kenith Davis. Human Behaviour at Work. McGraw Hill, 1981
  2. P. Mersey and K. Blanchand. Management of OB. Prentice Hall, 1985
  3. S.N. Srinivasan, Culture and Society.




Project Work (Dissertation) – 100

Seminar Presentation & Viva Voce – 100 (50+50)