CORE PAPERS SEMESTER IV

IMS 041
IMS 042

STRATEGIC MANAGEMENT - II
ORGANIZATIONAL EFFECTIVENESS & CHANGE

IMS 041
STRATEGIC MANAGEMENT - II
Objective: Tocomprehend strategic management process, understand interrelationship between
formulation and implementation and apply administrative and leadership skills for successful
implementation of strategies.
Course Outline
Unit I:
Nature and Scope of Strategic Management. Concept of Core Competence, Capability and
Organisational learning; Managing of Change; Process of Strategic planning and Implementation,
Activating Strategies, Strategy and Structure.
Unit II:
Organisational values and their Impact on Strategy: Power Games amongst Competing Players,
Behavioural Implementation, Functional and Operational Implementation.
Unit III:
Chief Executive and Board: Work of Top Management: Turnaround Management; Management of
Strategic Change, Strategy Evaluation and Control
Unit IV:
Mergers and Acquisitions; Strategic Management in an International Firm; Strategy and Corporate
Evolution in Indian Context.
Recommended book(s)
Strategic Management Concepts & Cases, by Fred R. David, Pearson Education/PHI.
Strategic ManagementBuilding& Sustaining Competitive Advantage, by Pitts & Lei, Thomson South
Western
Crafting and executing strategy, by Thompson, Strickland & Gamble, TMH
IMS 042
ORGANIZATIONAL EFFECTIVENESS & CHANGE
Objective:To understand the facilitative forces fororganisational effectiveness and management of
change.
Course Outline
Unit I
Understanding Organizational Effectiveness and Change. Concept and Process of Organizational
Effectiveness; Concept and Process of Organizational development; Design, Development and
application OD interventions.
Unit II
Organizational Learning and Learning Organizations: Process of organizational learning;
Characteristics of learning organizations; Creativity and innovations; Organisational Change.

Unit III
Interpersonal Relationships: Individual's Behaviour, Individual's in Group; Perception, motivation,
attitudes, values, personality. Interpersonal Communication: Types of Interpersonal Relationship Inter
group behaviour & collaborations; Team building & team management; Transaction Analysis.
Unit IV
Organizational Culture and Climate. Organizational Ethos; Dimensions and process of organizational
climate; Dimensions and process of organizational culture; Power and Politics. Corporate Governance;
Conflict Dynamics; Conflict and Negotiations; Stress Management.

MARKETING
SEM IV
MBA (M) 041

EVENT MARKETING & MANAGEMENT

MBA (M) 042

INTERNATIONAL MARKETING

MBA (M) 043

SOCIAL MARKETING

MBA (M) 044

BRAND MANAGEMENT

MBA (M) 045

E-MARKETING

MBA (M) 046

CONSUMER PROTECTION

MBA (M) 041

EVENT MARKETING & MANAGEMENT
Objective: To develop specific skills required for marketing and management of events.
Course Outline
UNIT 1
Definition, Scope of Event Management. Introduction to Conventions, Exhibitions, Meetings --definition & components. Nature and demand of Conference market. Growth and development of event
industry, Economic and social significance .
UNIT 2
Typology of planned events, Varieties & importance of events , Key steps to successful events
Characteristics and complexities of events Checklist for different events, planning schedule & actions
agenda
UNIT 3
Conference program designing, timing, supervision, presentation, Catering and hospitality,
Transportation, teleconferencing, recording & publishing. Sponsorship , sponsors , organizers, customers
& guests. Event planning, Key characteristics, Pre-event responsibilities, legal issues, negotiations
UNIT 4
Events and Tourism, Business tourist, Tourism & Culture, Incentive tours Risk Management, Safety and
Global Issues in Event Management
Recommended Book(S)
Event Management in leisure & tourism, David Watt
Conferences, Tomy Rogers
Event marketing and management, Sanjaya Singh, Vikas Publication
MBA (M) 042
INTERNATIONAL MARKETING
Objective: To promote understanding of challenges and opportunities in the realm of international
marketing.
Course Outline
Unit I
Nature, Scope and Importance of International Marketing, Process of International Marketing, Domestic
and International Marketing, Global Marketing Environment, Cultural/ Political, Legal, Social and
Economic Parameters, Planning for International Marketing and Expansion Strategies.
Unit II
Recent Trends in World Trade, Indias Position in World Trade, Indias position in World Trade, Foreign
Market entry strategies, market analysis of entry, Indirect exporting, direct exporting, licensing, joint
ventures, manufacturing, assembly management contract, direct investment, turnkey operations and
acquisitions. Global segmentation, targeting and positioning, International marketing and cultural
differences.
Unit III
Export Procedure and Documentation, Export promotion measures in India, Export Financing in India,
Export Market Plan, International Marketing Research, EXIM Policy.
Unit IV
International Product Decision, Product Development, Adoption and Positioning, International Product
Life Cycle, Product Standerdization Vs. Adaptatio, Multinational Product Planning. International Pricing
Decisions, International Channel Decisions, International Promotion Decisions.
Recommended book(s) :

Keegan, International Marketing.

Varshney & Bhattacharya, International Marketing.
Vasudevan, International Marketing.
MBA (M) 043
SOCIAL MARKETING
Objective: To provide an understanding of the specific tasks and functions involved in social
marketing
Course Outline
Unit I
Relevance of social services in a developing economy, applications of marketing in social services e.g.
health and family welfare, adult literacy programme, environment protection, social forestry, etc.;
Unit II
Socio-economic cultural influences on beneficiary system; organising for marketing social services;
beneficiary research and measurement of their perceptions and attitudes.
Unit III
Planning and implementation of mass campaigns; beneficiary contact programme, use of print and
electronic media in mass communication.
Unit IV
Diffusion of innovative ideas; geographical extension strategies in mass contact programmes; review and
monitoring of marketing strategies of socially relevant programmes.
Recommended book(s)
MBA (M) 044
BRAND MANAGEMENT
Objective:To provide detailed understanding of the concept of brand and the process of establishing
brand equity.
Course Outline
Unit I Introduction, Brand Hierarchy, Brand Personality, Brand Image, Brand Identity, Brand
Positioning
Unit II Brand equity, brand customer relationships, brand loyalty and Customer Loyalty Managing
Brands
Unit III Brand creation, Brand extensions, Brand-product relationship, Brand Portfolio, Brand
Assessment through Research-Brand Identity, Positioning, Image, Personality Assessment and Change
Unit IV Brand Architecture, Brand Revitalization, Financial aspects of Brands, Branding in Different
Sectors: Customer, Industrial, Retail and Service Brands
Recommended book(s) :
Aaker, David, A.Managing Brand Equity, New York, Free Press
Cowley, Don, Understanding Brand, London, Kogan Page
Murphy, J.A., Strategic Brand Management, New York, Free Press
Steward, P., Building Brands Directly, London, MacMillian
MBA (M) 045
E-MARKETING
Objective: To develop and apply marketing strategies utilising the powerful tool of internet technology.
Course Outline
UNIT 1
Introduction to e- Marketing: E- business, e- Marketing, e- Marketing challenges & Opportunities,
marketing vs. e- Marketing, e business models.
UNIT 2
Marketing knowledge: the electronic marketing information system, marketing knowledge, source 1:
Internal records, Source 2: Secondary data, Source 3: Primary data, Marketing databases & warehouse,
data analysis & distribution.
UNIT 3
E-Marketing strategies: online benefits, online costs, new product strategies for e Marketing, new
product trends: value chain automation, outsourcing, multimedia.
Pricing, price dispersion, factors putting upwards pressure on internet pricing.
UNIT 4
E-Marketing communication: integrated marketing communication, marketing communication strategies;
internet advertising, public relation activities on net, sales promotion on the internet, CRM: CRM
process, CRM-SCM integration, CRM Benefits.
Recommended Book(S)
E- Marketing, by Judy Strauss & Raymond Frost, PHI publications.

Marketing.com, by Lyndon Cerejo & Sonal Kotecha.

MBA (M) 046
CONSUMER PROTECTION
Objective: To provide an overview of the scope of consumer protection through the study of relevant
Acts.
Course Outline
Unit I
Consumer protection Act 1988: objectives and reasons, definitions, strategies and institutions, consumer
problems and their remedies under the act. The Monopolies, restrictive and unfair trade practices Act and
Consumer Movement.
Unit II
Law on Food, drugs, weights and measures and consumer movement The Food Adulteration Act, 1954.
The Essetial and Commodities Act, 1955. The Drugs and Cosmetics Act, 1940
Unit III
The Medicinal and Toilet Preparation (Excise Duties) Act 1955, The Prevention of Illicit Trafic in
Narcotic Drugs and Psychotropic substances Act, 1988 - salient features of the above mentioned Acts,
penal provisions and consumer protection implicit in the provisions.
Unit IV
The standard weights and measures Act 1976 salient features of the above mentioned Acts, penal
provisions and consumer protection implicit in the provisions.
Recommended Book(S)