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3rd Semester - VU MBA

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1K views63 pages

3rd Semester - VU MBA

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Harshit badalia

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Specialization Papers

Finance
Third Semester: Four Papers (of which first two Papers will be offered as Minor for
students of other Major Groups)
MBA- 301 for Minor / MBA- 305 for Major Advance Financial and Management Accounting
MBA- 302 for Minor / MBA- 306 for Major Banking & Financial Institutions
MBA- 307 Security Analysis and Portfolio Management
MBA- 308 Working Capital Management
Marketing
Third Semester: Four Papers (of which first two Papers will be offered as Minor for
students of other Major Groups)
MBA- 301 for Minor / MBA- 305 for Major Sales and Distribution Management
MBA- 302 for Minor / MBA- 306 for Major Service Marketing
MBA- 307 Consumer Behaviour
MBA- 308 International Marketing
Human Resource
Third Semester: Four Papers (of which first two Papers will be offered as Minor for
students of other Major Groups)
MBA- 301 for Minor / MBA- 305 for Major Labour Law-I
MBA- 302 for Minor / MBA- 306 for Major Industrial Relations
MBA- 307 Human Resource Development
MBA- 308 Compensation Management
Strategic Human Resource Management
Third Semester: Four Papers (of which first two Papers will be offered as Minor for
students of other Major Groups)
MBA- 301 for Minor / MBA- 305 for Major Introduction to Strategic HRM
MBA- 302 for Minor / MBA- 306 for Major Investment Prospective of HR
MBA- 307 Aligning HRM with Business Strategies
MBA- 308 Alternative HR Systems

Retail and Supply Chain Management

Third Semester: Four Papers (of which first two Papers will be offered as Minor for students of
other Major Groups)
MBA -301 for Minor / MBA – 305 for Major Introduction to Retailing
MBA - 302 for Minor / MBA – 306 for Major Retail Marketing Strategies
MBA - 307 Store Design, Retail Formats and Merchandising Management
MBA - 308 Retail Sales Management

Strategic Marketing Management

Third Semester: Four Papers (of which firsttwo Papers will be offered as Minor for students of
other Major Groups)
MBA- 301 for Minor /MBA- 305 for Major Logistics and Sales Management
MBA- 302 for Minor /MBA- 306 for Major Consumer Psychology
MBA- 307 Strategic Marketing Environment
MBA- 308 Marketing of Financial Services

Business Data Analytics & Data Science

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MBA- 301 for Minor /MBA- 305 for Major Subject: Introduction to Analytics
MBA- 302 for Minor /MBA- 306 for Major Subject: Fundamentals of Data Analytics
MBA- 307 for Major Subject : Social Media Analytics
MBA- 308 for Major Subject: Analytics Process

Digital Marketing
Third Semester: Four Papers (of which first two Papers will be offered as Minor for students of
other Major Groups)
MBA- 301 for Minor /MBA- 305 for Major Basic Principles of Digital Marketing
MBA- 302 for Minor /MBA- 306 for Major SEO and SEM Strategies
MBA- 307 Content Marketing Processes
MBA- 308 Email Marketing
Banking and Strategic Finance
Third Semester: Four Papers (of which firsttwo Papers will be offered as Minor for students of
other Major Groups)
MBA- 301 for Minor /MBA- 305for MajorPersonal Financial Planning
MBA- 302 for Minor /MBA- 306 for MajorBank Management
MBA- 307 Mutual Funds
MBA- 308 Capital Markets

Systems
Third Semester: Four Papers (of which first two Papers will be offered as Minor for
students of other Major Groups)
MBA- 301 for Minor / MBA- 305 for Major Decision Science and Software Engineering
MBA- 302 for Minor / MBA- 306 for Major Structured Systems Analysis & Designing
MBA- 307 Programming Languages & Computer Networking
MBA- 308 Web Development of Internet Applications

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VIDYASAGAR UNIVERSITY
MIDNAPORE-721102, WEST BENGAL, INDIA
Phone: 03222-298414/415 Fax: 91-3222-275329
DEPARTMENT OF BUSINESS ADMINISTRATION
Structure of the Syllabus (Effective from 2018-19)

MBA: Third Semester

MBA SYLLABUS
Papers of 100 marks each

Minor Specialization Groups

Retail Management
Third Semester: Two Papers to be offered as Minor for students of other Major Specialization
Groups
MBA- 301 Retail Management: Theory and Practice
MBA- 302 Retail Merchandising Management

Logistics and Supply Chain Management

Third Semester: Two Papers to be offered as Minor for students of other Major Specialization
Groups
MBA- 301 Materials Management
MBA- 302 Logistics, Transport and Supply Chain Management

Media Management
Third Semester: Two Papers to be offered as Minor for students of other Major Specialization
Groups
MBA- 301 Media Planning & Organization

Pharma Management
Third Semester: Two Papers to be offered as Minor for students of other Major Specialization
Groups
MBA- 301 Bio-Pharma and Immunology
MBA- 302 Pharma Marketing

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Finance
Paper Code: MBA- 301 for Minor / MBA- 305 for Major
Subject: Advance Financial & Management Accounting
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
This course covers introductions to both financial accounting and management accounting. The
first part of this course provides students with an introduction to financial accounting, and
highlights aspects of financial reporting that are important to users of financial information. It
covers the preparation of key financial statements and the frameworks of accounting regulation.
The second part to the course provides students with an introduction to management information
and cost management, managerial decision making and performance measurement.
Course Contents

1. Partnership Accounts: Admission, Retirement, Death, Dissolution and Cash Distribution.

2. Issue of Shares: Issue, Forfeiture, Purchases of Business, Liquidation.

3. Valuation of Shares: Valuation of Equity Shares and Preference Shares.

4. Amalgamation, Absorption, Reconstruction: Amalgamation: Forms (Merger and Acquisition or Absorption),

Motives, Procedures: Accounting for both the Forms of Amalgamation (Merger and Purchase), Computing
Purchase Consideration, Reconstruction: External and Internal (Capital Reduction), Internal Reconstruction:
Objectives, Procedure, and Accounting.

5. Holding Company Accounts: Concepts of Holding and Subsidiary Consolidated Balance Sheet.

6. Ratio Analysis, FFS and CFS: Meaning and Types of Financial Statements, Objectives and Methods of Financial
Statements Analysis, Ratio Analysis, Classification of Ratios: Profitability Ratios, Turnover Ratios, Liquidity
Ratios, Turnover Ratios, Advantages of Ratio Analysis, Limitations of Accounting Ratios. Funds Flow
Statement as per Indian Accounting Standard, Cash Flow Statement.

8. Responsibility Accounting: Meaning, Objectives and Structure of Responsibility Accounting as a Divisional

Performance Measurement. Types of Responsibility Centers: Cost/Expense Centers, Profit Centers,
Investment Centers.

References:
1. Atrill, P., & McLaney, E. (2009). Management Accounting for Decision Makers (6th Ed.). Essex,
Pearson Education Ltd.
2. Bhimani, A., Horngren, C.T., Datar, S.M. (2013), Management and Cost Accounting. Financial
Times Prentice Hall, Harlow.
3. The Essence of Financial Accounting by Chadwick, L. PHI, 2nd Edition

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Finance
Paper Code: MBA- 302 for Minor / MBA- 306 for Major
Subject: Banking & Financial Institutions
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The objective of the course is to provide an introduction to the theory of corporate finance,
financial intermediation, and financial markets. Students will understand the fundamental
basis for deposit and credit, corporate and consumer loan services, credit cards and electronic
banking services, letter of credits and international bill receiving, collateral and letter of
assurance.

Course Contents
1. Introduction: Importance of Banking to Business, Types of Banks and Their Functions.

2. RBI: Roles and Functions of RBI.

3. NABARD: Role and Functions of NABARD.

4. Rural Banking: Rural Banking System in India.

5. Banking Sector Reforms: Reforms in India, NPA, Capital Adequacy Norms.

6. Development Banking: IDBI, IFCI, SFCs, UTI, SIDBI.

8. Financial Services: Mutual Fund, Debt Fund, & Market for Financial Services.
References:
1. Dr. P.K Srivastava, Banking Theory and Practice, Himalaya Publishing House
2. Paul J and Suresh P, Management of Banking and Financial Service, Pearson Education.
3. Shekar K.C and Shekar L, Banking Theory and Practice, Vikas
4. Avasthi A, Impact of Technology in Banking Sector, Shroff Publishing
5. Bhole L M, Financial Institutions and Markets, McGraw Hill.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Finance
Paper Code: MBA- 307
Subject: Security Analysis and Portfolio Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The primary objective of this course is to familiarize the student with basic concepts of Securities
Analysis and Portfolio Management and its various tools and techniques to facilitate the
managers in managing their portfolio. The basic objective of the course is to acquaint the students
in respect to the investment decisions related to financial assets, the risks and the returns involved,
to make aware about the functioning of securities market alongside the theories and concepts
involved in portfolio management.

Course Contents

1. Introduction to Securities and Security Market: Security, Different Types of Securities Traded in
Capital Market, Investment vs. Speculation, Misconceptions about Speculation, Role of Stock
Exchanges in Security Trading, Stock Exchanges in India, SEBI: Powers and Functions, Stock
Market Indices.

2. Risk and Return of Securities: Elements in Return, Measurement of Return, Yield-to-maturity,

Measurement of Risk, Components of Systematic and Unsystematic Risk, Markowitz’s Mean,
Variance Rule, ‘Beta’: its Calculation and Interpretation.

3. Analysis for Equity Investment: Objectives, Classification, Fundamental Analysis: Economy

Analysis, Industry Analysis and Company-level Analysis; Technical Analysis: Dow Theory,
Classical Tools and Modern Tools; Fundamental Analysis vs. Technical Analysis.

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4. Efficient Market Theory: Basic Concepts, the Random-Walk Theory, Weak Form of EMH, Semi-Strong Form
of EMH, Strong Form of EMH, Market Efficiency and Analysis for Investment.
5. Valuation of Securities: Concept of Valuation, Valuation of Debentures, Preference Shares and
Equity Shares.

6. Portfolio Risk and Return: Formation of Portfolio and Concept of Diversification, Objectives of
Portfolio Management, Calculation of Portfolio Return, Calculation of Portfolio Risk, Capital Asset
Pricing Model and others.
7. Managed Portfolios and Performance Evaluation: Classification of Managed Portfolios,
Advantages of Managed Portfolios, Different Styles of Portfolio Management, Conventional
Theories of Performance Evaluation, Evaluation of Performances of Different Portfolios.

References:
1. Fischer, D. E. and Jordan, R. J., Security Analysis and Portfolio Management, Pearson
2. Ranganatham, M. and Madhumathi, R., Security Analysis and Portfolio Management, Pearson
3. Bodie, Z., Kane, A., Marcus, A. J. and Mohanty, P., Investment, McGraw Hill Education Pvt. Ltd.
4. Pandian, P., Security Analysis and Portfolio Management, Vikas Publishing House Pvt. Ltd., New
Delhi.
5. Raghunathan, V. and Rajib, P., Stock exchanges and Investment, Tata McGraw Hill, New Delhi.
6. Chandra, P., Investment Analysis and Portfolio Management, McGraw Hill Education Pvt. Ltd.
7. Kevin, S., Portfolio Management, PHI, N. Delhi.
8. Fuller, R. J. and Farrell Jr., J. L., Modern Investments and Security Analysis, McGraw-Hill,
Singapore.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Finance
Paper Code: MBA - 308
Subject: Working Capital Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The primary objective of working capital management is to ensure smooth operating cycle of the
business. Secondary objectives are to optimize the level of working capital and minimize the cost
of such funds. The objective of the course is to acquaint the students with the importance of the
working capital and techniques used for effective working capital management.
Course Contents

2. Cash Management: Management of Cash: Objectives of Cash Holding, Cash Planning, Cash
Budget, Forecasting Cash Flows, Uncertainty in Cash Flow Forecasting, Hedging Cash Flow
Uncertainties, Management of Surplus Cash, Cash Management Models.

3. Management of Receivables: Managing Receivables: Meaning, Objectives, Dimensions;

Formulation of Credit and Collection Policies, Designing Credit Terms, Discount, The Discount
Period and The Credit Period, Collection Policies and Procedures, Cost Benefits Analysis, Trade
Off, Evaluation of Existing and Proposed Policies.

4. Inventory Management: Inventory: Meaning, Objectives, Need and the Importance of Its
Management, Determination of Optimum Level, Types of Inventory, Inventory Models, Order
Quantity, E.O.Q. Model, Order Point, Safety Stock, Analysis of Investment in Inventory, ABC
Analysis, Aging Schedule of Inventory.

5. Working Capital Index

References:
1. Bhalla, V. K., Working Capital Management, Text and Cases, Anmol Publications
2. Chandra, Prasanna, Financial Management Theory and Practice, Tata McGraw Hill
3. Pandey, Financial Management, Vikas
4. Scherr, F. C., Modern Working Capital Management, Prentice Hall of India.
5. Periasamy, P., Working Capital Management Theory Practice, Himalaya
6. Sharma, Dheeraj, Working Capital Management, Himalaya.
7. Banerjee, R.P., Working Capital Management, Everest Publishing, New Delhi.

Vidyasagar University
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Marketing
Paper Code: MBA - 301 for Minor / MBA - 305 for Major
Subject: Sales and Distribution Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
Ultimate goal of a business is to sale the organization’s output that is goods and services. This
course explains the process and techniques of selling. In selling, distribution plays an important
role and it is hardly possible to make an effective selling without proper distribution system.
Therefore, it is vital to enhance the knowledge about the management of distribution system of a
business including, selection of channel members, sales force, sales territory and so on. The
students of this course will get a proper insight about the sales and distribution management that

Course Contents

1. Introduction to Sales Management: Nature and Scope, Personal Selling: Objectives, Strategies,
Sales Territories, Sales Quotas.

2. Introduction to Distribution Management: Need and Scope, Physical Distribution, Distribution

Planning, Distribution Management in International Markets.

3. Sales Force: Concept of Sales Force, Designing Strategy and Structure, Determining the Kind of
Sales People and Size of the Sales Force, Evaluating Sales Force Performance and Controlling Sales
Activities, Improving Sales Productivity.

4. Marketing Channels: Structure and Functions, Channel Design, Channels for Consumer Goods,
Industrial Goods, and Services, Integrated Marketing Channels: Horizontal, Vertical, Multi-Channel
Marketing Systems, Channel Conflicts, Managing Channel Conflicts, International Marketing
Channels.

5. Market Logistics: Definition, Scope of Logistics, Components, Inventory Warehouse Management,

Transportation, Channel Information Systems, Reverse Logistics, Integrated Logistic Planning..

6. Supply Chain Management: Concept, Significance, Components, Order Processing, Material

Handling.

References:

1. Chunawalls, S. A., Sales Management, Himalaya Publishing House.

2. Kotler, P. Armstron, G., Principles of Management, Prentice Hall Inc.
3. Havaldar, Krishna K., Cavale, Vasant M., Sales Distribution Management, Tata McGraw Hill
4. Pingali Venugopal, Sales and Distribution Management, An Indian Perspective, Response Books,
New Delhi.
5. Richard, R. Still, Edward, W. Cundiff, Norman, A. P. Govoni, Sales Management: Decisions,
Strategies Cases, Pearson Publishers.
6. Gupta, S. L., Sales and Distribution Management: Text and Cases, Excel Publishers.

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VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Marketing
Paper Code: MBA - 302 for Minor / MBA - 306 for Major
Subject: Service Marketing
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The objective of this course is to provide an in-depth knowledge regarding the services marketing.
It is difficult to make customer satisfaction with the services because of this some specific
characters. On the other hand, scope of services marketing is sky rocketing with the advancement
of technology in 21st century and a wide range of opportunities are exists. A proper concept is
required to taped this untapped market opportunities. This course is effective for getting a relevant
knowledge about the marketing of services that leads to sustainable development over the period
of time.

Course Contents
1. Industrial Services: Importance of Services Marketing, Services Marketing Management Process,
Introduction to Services Marketing Mix, People, the Key Role of Service Employees in a Service
Business, Concept of Service Encounter, Moment of Truth; Physical Evidence: Nature, Importance,
Services Cape; Process Service: as a Process, as a System, Different Aspects and Managerial
Challenges, Strategies for Managing Inconsistency, Employee and Customer: Roles in Services.
2. Segmentation: Targeting and Positioning of Services, Services Design and Development, Service
Blueprinting, Service Process, Managing Service Personnel, Service Life Cycle, Service Design,
Service Guarantee.
3. Pricing of Services: Factors Involved in Pricing a Service Product, Demand Variation and Capacity
Constraints, Capacity Planning, Measures to Respond to Changes in Demand, Reshaping Demand
Using Effective Pricing.
4. Service Promotion: Promotion Objective for Services, Managing the Integrated Services
Communication Mix, Personnel Selling, Advertising and Sales Promotion, Role of Relationship
Marketing In Promoting Services.
5. Customer Satisfaction: Monitoring and Measuring Using ITES, Understanding Customer
Expectations and Zone of Tolerance, Order Taking and Fulfillment, Service Guarantee, Handling
Complaints, Defects, Failures and Recovery.
6. Quality in Services: Concept and Importance, Service Quality Models: Parsuraman, Zeithamal -
Bitner (PZB), Gaps Model, SERVQUAL And SERVPERF, Gronroos Model.
7. Distribution Strategies for Services: Challenges in Distribution of Services, Role of Internet in
Distribution of Services, E-Services.
8. Marketing Applications in Select Service Industries: Hospitality Services, Airlines, Tourism
Services, Health Care and Wellness, Banking and Insurance Services.

References:

1. Zeitham, V. A., Bitner, M. J., Services Marketing, Tata McGraw Hill

2. Srinivasan, R., Services Marketing, PHI.
3. Baron, S. and Harrisk, Services Marketing: Text and Cases, Palgrave
4. Christopher, Love lock, Services Marketing: People, Technology and Strategy, Pearson
Education
5. Woodruff, Helen, Service Marketing, Macmillian
6. Payne, Adrian, The Essence of Service Marketing, Prentice Hall of India
7. Rao, Rama Mohana, Services Marketing, Person Education
8. Apte, Govind, Services Marketing, Oxford University Press.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Marketing
Paper Code: MBA - 307
Subject: Consumer Behaviour
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
Consumers are the heart of business. Every business has an intention to survive in this
competitive market place by fulfilling the needs of customers. But customer needs are highly
flexible and difficult to predict their behaviour. This course disclosed an effective guideline to
cope up with the behavioral aspect of customers over the time and understand the factors which
influence behaviour of customers including firms’ stimulus, socio-cultural environment and
various psychological construct.
Course Contents

1. Consumer Behaviour: Concept, Diversity, Application of Consumer Behaviour Principles to

Strategic Marketing, Characteristics of Indian Consumers.
2. Individual Determinants of Consumer Behaviour: Consumer Needs, Motivation: Positive and
Negative Motivation, Rational versus Emotional Motives; Attention, Perception and Consumer
Imagery, Learning and Memory, Consumer Attitudes Formation and Change, Consumer Values and
Lifestyles, Consumer Innovativeness and Personality Traits.

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3. External Determinants of Consumer Behaviour: Influence of Culture and Subculture, Social
Class, Reference Groups and Family Influences, Diffusion of Innovations: the Diffusion Process, the
Adoption Process.
4. Buying Decision Process: Problem Recognition, Information Search, Alternative Evaluation,
Decision Rules and Selection, Outlet Selection and Purchase, Post Purchase Behaviour and
Customer Satisfaction, Concept of Involvement, Extensive Problem Solving, Limited Problem
Solving, Routinized Responsive Behaviour.
5. Basic Models of Consumer Behaviour: Engle Kollatt-Blackwell Model, Howard-Sheth Model,
Bettmans Model and Nicosia Model.
6. Organizational Buying: Concept, Comparison with Consumer Buying, Organizational Customers,
Governmental Agencies / Institutions, Classifying Organizational Products, Unique Characteristics
of Organizational Procurement.
7. External Determinants of Organizational Buying: Economic Influence, Political Influence, Legal
Influence, Suppliers Influence, Technology Influence, Customer Influence, Government Influence,
Labour Influence, Analyzing Buyers Strengths Negotiation Capabilities.
8. Customers Buyer Motives & Organizational Buying Decision : Organizational Buying Activities,
Objectives in Organizational Buying, Buying Centers and Multiple Buying Influencers, The
Organizational Buying Decision Process, Joint Decision Making, The Buy Grid Model,
Organizational Buying Center, The Buying Committee, Supplier Choice and Evaluation, Buying
Tasks, Interpersonal Influencing in Organizational Buying.

References:

1. Schiffman, L. G. and Kanuk, L. L., Consumer Behaviour, Pearson Education, New Delhi.
2. Hawkins, D. I. Best, R. J. and Coney, K. A. and Mookerjee, A., Consumer Behaviour, Building
Marketing Strategy, Tata McGraw Hill, New Delhi.
3. Solomon, Michael R., Consumer Behaviour: Buying, Having and Being, PHI Learning Pvt. Ltd.,
New Delhi.
4. Assel, Henry, Consumer Behaviour, Cengage Learning, New Delhi.
5. Majumdar, R., Consumer Behaviour: Insights from the Indian Market, PHI Learning Pvt. Ltd.,
New Delhi.
6. Loudon, David L. and Della, Bitta J., Consumer Behaviour, Tata McGraw Hill, New Delhi.

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VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Marketing
Paper Code: MBA - 308
Subject: International Marketing
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The course of international marketing offers an insight relating to doing business overseas. The
concept of globalization emerges with the business houses and creates lot of scope to enter into
the global frontier. A proper knowledge regarding the overseas market, customers, competitors
and environment is required to capture the market worldwide and minimize the risk and
uncertainties. So, this course will be helpful for the students to enrich knowledge about the
international as well as worldwide business perspectives and leads them to reach at the level of
their expectations.

Course Contents
1. International Marketing: Concept, Scope & Objectives, Challenges and opportunities,
Management Process, Environment, E.P.R.G Framework.

2. International Market Segmentation and Positioning: Screening and Selection of Markets,

International Market Entry Strategies, Exporting, Licensing, Contract Manufacturing, Joint Venture,
M & A, Setting-up of Wholly Owned Subsidiaries Aboard, Strategic Alliances.

3. International Product Strategies: Product Designing, Product Standardization vs. Adaptation,

Managing Product Line, International Trade Product Life Cycle, New Product Development,
Adoption and Diffusion of New Products, Building Brands in International Markets.

4. Pricing for International Markets: Factors Affecting International Price Determination, Price
Quotations and Terms of Sale, Transfer Pricing, Dumping, Price Escalation, Balance of Trade,
Balance of Payments.

5. International Promotion: Advertising and Other Modes of Communication, Global Advertising

Regulations, Media and Message Considerations, Planning for Trade Fairs and Exhibitions.

6. Introduction to MNE: Definition and Features, Why the MNEs Go Abroad?, Theory of Capital
Transfer, Rationale of International Trade, Adam Smith’s Theory of Absolute Advantage, Ricardo’s
Theory of Comparative Advantage, Foreign Direct Investment in the Era of Liberalization.

7. Managing International Distribution and Promotion: Distribution Channel Strategy,

International Distribution Channels, their Roles and Functions, Selection and Management of
Overseas Intermediaries, International Distribution Logistics, Use of Online Channels for
International Marketing Operations.

9. International Regulatory Institutions: Important Grouping in the World; Legal Dimensions in

International Marketing, GATT, WTO, Overview of EXIM Policy, Rules for Successful Exporting,
World Bank and IMF.

References:

1. Siddiqui, International Marketing, Wiley

2. Lascu, International Marketing with case book, Wiley
3. Onkvisit, S. and Shaw, J., International Marketing, Pearson
4. Cherunilam, F., International Trade and Export Management, Himalaya
5. Varshney, R. L, and Bhattacharya, B., International Marketing Management, Sultan Chand & Sons
6. Czinkota, International Marketing, Thompson
7. Cateora, Graham, International Marketing, TMH
8. Jain, S., International Marketing, Thomson

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Human Resource
Paper Code: MBA - 301 for Minor / MBA - 305 for Major
Subject: Labour Law-I
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The basic objective of the course is to provide the students about elementary ideas and the
logic of the labour law. In that respect, the students will be acquainted with the legal norms
regulating employment contract, labour relations and the rights and obligations of
employees and employers.

Course Contents

1. Industrial Disputes Act, 1947

2. Standing Order Act, 1946
3. Minimum Wage Act, 1948
4. Payment of Wage Act, 1936
5. Equal Remuneration Act, 1976
6. Payment of Bonus Act, 1965

References:

1. Padhi P K : Labour and Industrial Laws, PHI, India

2. Taxman’s Labour Laws 2017
3. Various Bare Acts.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Human Resource
Paper Code: MBA - 302 for Minor / MBA - 306 for Major
Subject: Industrial Relations
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
This course aims to equip students with a perspective of industrial relations and collective
bargaining. It will cover IR systems, the external environment affecting IR, management and
trade union activity at the strategic, functional and workplace levels, collective bargaining,
industrial democracy and India’s IR experience.
Course Contents

1. Industrial Relations: Concept, Scope, Approaches, Industrial Relations System.

2. Industrial Relations in India: Labor Policy in Five Year Plans, Role of State, Role of Management, Role of
Trade Unions.

3. Industrial Disputes: Meaning, Causes, Effects, Trends, Methods and Machinery for the Settlement of
Industrial Disputes, Collective Bargaining.

4. Employee Discipline: Meaning, Types, Code of Discipline, Disciplinary Action, Grievance Handling.

5. Worker Participation in Management: Concept, Process, WPM Scheme in India, Tripartite Bodies, ILO,
Industrial Relations and the New Economic Reforms.

6. Trade Unions: Meaning, Objectives, Functions, Theories, Structure of Trade Unions, Trade Union Movement
in India, Leadership, Finance, Union Politics, Inter Union Rivalry.

7. Congruence between Corporate Welfare Initiatives & Trade Unionism.

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References:
1. Malhotra, O. P., The Law of Industrial Disputes
2. Arya, V. P., A Guide to Settlement of Industrial Disputes
3. Aggarwal, Dr. Arjun P. and Larki, H., Gherao and Industrial Relations, Trade Unionism in the New
Society
4. Aggarwal, S. L., Labour Relations Law in India
5. Dhyani, S. N., Trade Union and Right of Strike in India
6. M. Charles, A., Industrial Relations in India
7. Mehtras, V. V., Labour Participation in Management
8. Sharma, G. K., Labour Movements in India
9. Singh, V. B., Climate for Industrial Relations

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Human Resource
Paper Code: MBA - 307
Subject: Human Resource Development
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The course aims to equip students to develop themselves into a critically reflective and capable
HRD practitioner, or a manager who can facilitate the learning of others. The major objective of
the course is to explain and demonstrate the contribution of HRD in an organization and enable
student to develop an ability to decide learning and training needs; and have competence in the
design and delivery of learning programmes. The course will include topics related to design,
development, implementation and evaluation of HRD programmes. In addition to HRD Process,
it would cover a number of HRD interventions like coaching, mentoring, and counseling.

Course Contents

1. HRD: Concept, Definition, Importance, Evolution, Functions of HRD, Organization of HRD Function, Elements
of Good HRD.

2. HRD and Performance Appraisal: Meaning, Features, Objectives, Performance Appraisal Methods: Bench
Marking, Balanced Score Card, HR Score Card, HRD Audit, VIRO Framework.

3. Employee Training and Development: Meaning, Objectives, importance of training, Differences among
Training, Development and Education, On and Off the Training Programmes for Workers, MDP, and
Evaluation of Training.

4. HRD and QC: Meaning, Characteristics, Objectives, Structure, Functions of QC Members.

5. Quality of Work Life: Deming’s Principles, Career Planning and Stages, Competencies and Competency
Mapping, Succession Planning.

References:
1. Luis R. Gomez Mejia, David B. Balkin, Robert L. Cardy, Managing Human Resource, Prentice Hall,
Delhi.
2. Dessler, Gary, Human Resource Management, Tenth Edition, Prentice Hall, Delhi.
3. Harrison, R., Employee Deployment, Institute of Pearson and Deployment, 2nd Edition 1997, Lonim.
4. Paruk, W. and Ras, T. V., Designing and Managing Human Resource System, Oxford and IBH,
1981, New Delhi.
5. Nadler, Leonard, Deploying Human Resource, 2nd Edition, Austin Learning Concept, 1979.
6. Kirkpatrick, D. L., Evaluating Training Programs, Berret-Koehler, Sati Francisco, 1994.
7. Armstrong, M. and Baron, A., Performance Management: The New Realities, The Institute of
Pearson and Deployment, Lonim.
8. Ras, T. V., Performance Management, Vikas, New Delhi, 1985.
9. Patanayas, B., Human Resource Management, Prentice Hall of India Pvt. Ltd., New Delhi.
10. Bhadra, S. K., Human Resource Management: A Competitive Advantage, Concept, Strategies and
Challenges
11. Ras, T. V., HRD Audit: Evaluating the Human Resource Furans for Business Improvement,
Response Books, New Delhi.
12. Sahu, R. K., Performance Management System, Response Books, New Delhi.
13. Ghosh, A. K., Human Resource Management (With Cases), Masias Publications, New Delhi.
14. Kandule, Srinivas R., Performance Management: Strategies, Interventions, Drivers, Prentice Hall of
India Pvt. Ltd., New Delhi.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Human Resource
Paper Code: MBA - 308
Subject: Compensation Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
This course will examine the strategic use of compensation systems by management to attract,
motivate, retain, and reward employee performance. This course will explore the factors of job

Course Contents
1. Concepts and Theories of Wages: Concept of Wages, Wage Theories.
2. Wage and Salary Administration: Meaning of Wage and Salary Administration, Objectives, Principles,
Factors Influencing Wages and Salary.
3. Job Evaluation: Concept, Meaning, Objectives, Methods of Job Evaluation, Wage Differentials.
4. Systems of Wage Payment: Time Rate System, Piece Rate System, Incentive Systems of Payment, Liking
Wages with Productivity, Fringe Benefits.
5. Wage Fixation: Determination of Wages, Machinery for Wage Fixation, State Regulation of Wages.
6. Labor Market: Features, Demand and Supply of Labour, Nature and Composition of Indian Labor Force,
Unemployment and Underemployment.
7. Multinational, Multilocational and Multifunctional Compensation Management
References:
1. Armstrong, Michel and Murlis, Helen, Reward Management: A Handbook of Salary Administration
2. Hendorson, Richard I., Compensation Management: Rewarding Performance
3. Sarma, A. M., Understanding Wage System
4. Tygi, B. P., Labour Economics and Social Welfare
5. Subramaniam, K. N., Wages in India
6. Fonseca, A. I., Wage Issues in a Developing Economy: An Indian Experience

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2019-20)
Major Specialization Groups
Specialization: Strategic Human Resource Management
Paper Code: MBA - 301 for Minor / MBA - 305 for Major
Subject: Introduction to Strategic HRM
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objectives

To understand the strategic human resource management

Need for Human Resource planning
To understand the concept of Designing and redesigning of work system
To analyses the recruitment drive
To measure the need and effectiveness of Training and Development
To evaluate performance management and feedback

Course Contents

5. Training and Development: Benefits, Planning and Strategizing Training, Design and Delivery
and Evaluation.
6. Performance Management and Feedback: Use of the System, who evaluates,what to evaluate
and how to evaluate, Measures of Evaluation and other considerations

References:

1. Greer R Charles: Strategic Human Resource Management: A General Managerial Approach,

Pearson
2. DesslerGary,Varrkey Biju: Human Resource Management, Pearson
3. Armstrong Michael, Baron Angela: Handbook of Strategic Human Resource Management,
Kogan Page Ltd.
4. Mello Jeffrey A: Strategic Management of Human Resource, South-Western Cengage Learning
5. Agarwala Tanuja: Strategic Human Resource Management, Oxford Higher Education

MBA: THIRD SEMESTER

(Effective from 2019-20)
Major Specialization Groups
Specialization: Strategic Human Resource Management
Paper Code: MBA - 302 for Minor / MBA - 306 for Major
Subject: Investment Prospective of HR
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objective
To understand the investment criteria on human resource.
To evaluate the need for investment on Human Resource
To understand the challenges faced by investment decisions
To analyses the compensation packages
To understand the employee separation & Scenario planning in S-HRM
To evaluate global S-HRM perspective

Course Contents

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1. An Investment Perspective of HRM: Adopting an Investment Perspective, Valuation of
Assets, Understanding and Measuring Human Capital and Factors Influencing how “Investment
Oriented” an Organization Is.
2. Challenges in Strategic Human Resource Management:Impact of Technology, HR Issues
and Challenges Related to Technology, Ethical Behavior, Workforce Demographic Changes
and Diversity
3. Compensation: Equity, Legal Issues in Compensation, and Executive Compensation.

4. Employee Separations: Reduction in Force, Turnover, and Retirement.

5. Global Human Resource Management:How Global HRM differs from Domestic HRM,
Assessing Culture, Effect of cultural diversity, Cultural shock, Strategic HR Issues in Global
Assignments, Pre repatriation, Repatriation and The European Union.
6. Scenario Planning: Meaningof scenario planning, Usability and SME Strategy.

References:
1.Paleri Prabhakaran: Human investment Management: Raise the level by Capitalizing Human,
Springer
2.Armstrong Michael, Baron Angela: Handbook of Strategic Human Resource Management,
Kogan Page Ltd.
3.Mello Jeffrey A: Strategic Management of Human Resource, South-Western Cengage Learning
4.Agarwala Tanuja: Strategic Human Resource Management, Oxford Higher Education
5.Macmillan G. Lawrence: Option as a Strategic Investment, Study Guide

MBA: THIRD SEMESTER

(Effective from 2019-20)
Major Specialization Groups
Specialization: Strategic Human Resource Management
Paper Code: MBA - 307
Subject: Aligning HRM with Business Strategies
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objective
Understanding the changing roles of HR.
To evaluate the need for control points on Human Resource
Knowing Frameworks
To establish link between Outcomes and alignment
To understand learning organization
Analyzing the next generation of HR valuation

Course Contents

1.Introduction and Overview: - Changing Role of HR – HR as a Strategic Partner – The Need for
Measuring HR
2. Approaches to Measuring HR: - Competitive Benchmarking – HR Accounting – HR Auditing – HR
Cost Monitoring – HR Effectiveness Index – HR Key Indicators – HR MBO – HR Profit Centre – HR
Reputation – Return on Investment – Surveys

1.Sharma Ekta: Strategic Human Resource Management and Development, Pearson

2.Armstrong Michael, Baron Angela: Handbook of Strategic Human Resource Management,
Kogan Page Ltd.
3.Mello Jeffrey A: Strategic Management of Human Resource, South-Western Cengage Learning
4.Shermon Ganesh: Competency based HRM: A strategic Resource for competency mapping,
assessment and development center, Tata McGraw Hill
5.Macmillan G. Lawrence: Option as a Strategic Investment, Study Guide

MBA: THIRD SEMESTER

(Effective from 2019-20)
Major Specialization Groups
Specialization: Strategic Human Resource Management
Paper Code: MBA - 308
Subject: Alternative HR Systems
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objective
To understand the employment relations
To focus on the needs of Representation in the employment relations
To work on the Organizational processes
To establish the future prospective of managing employment relations
To know Talent Management
Analyzing the Industrial relation v/s Employment relation

Course Contents

1. Employment Relations: Concept, Alternative conceptions, the industrial relations perspective- as a

field of study, the parties, processes, Outcomes-Integrating the parties and contexts in employment
relations-The changing nature of Employment-Employment relations in a global economy-
Multinational companies and Union responses- Workplace inequality and employment Relations-
Workforce diversity.

2. Interpersonal processes in Employment Relations- Factors affecting the effective handling of

discipline and Grievance-Representation at Work-Representation Gap- Contemporary developments in

3. Organisational Processes in Employment Relations- Employee Voice-Collective bargaining and

pay determination, negotiation, conflict and protest in employment relations.

4. Managing Employment Relations: Managing with trade unions, HRM and ER, Managing ERs in
the nonunionized environment. Regulating the employment Relationship-Experiencing and contesting
the employment relationship- Future prospects of employment relationship

5.Other Contemporary Issues- Employee Empowerment-Employee engagement - Talent Management

- Knowledge Management - Knowledge Workers and Knowledge Organisations -Psychological
Contract-Employee Wellbeing-Recent trends in IR, Trade Unionism and Collective bargaining.

6.Industrial Relation vis-a-vis Employment Relations- Commonalities & differences between IR &
ER, Factors affecting IR, Major players in IR, Changing trends in IR.

References:

1. Sharma R.C: Industrial Relations and Labour legislation, Eastern Economy Edition
2. Gupta Parul: Industrial Relations and Labour Laws for Managers, Sage Text
3. Ratnam Venkata C S: Industrial Relations, Oxford Higher Education
4. Kochan Thomas, Lansbury Russell,Verma Anil: Employment Relations in the Growing Asian
Economies (Routledge Advances in Asia-Pacific Business),Routledge Research in Employment
Relation
5. Beaumont P. B: The Future of Employment Relations, Sage Publication

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Retail and Supply Chain Management
Paper Code: MBA- 301 for Minor / MBA - 305 Major
Subject: Introduction to Retailing
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives:
 To understand the definition and scope of retail management and the retailer’s role in the distribution
system
 To understand the benefits of retail to different stakeholders and the prospects of the Indian retailing
as well as the global scenario
 To understand the macro-environmental factors affecting retail management and the competition
scenario
 To gain insight about the different retail formats, understand the concept of services retailing and the
impact of FDI in the Indian retail industry

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 To gain insight into consumer behaviour in the retail context in terms of demographic factors, lifestyle
variables and the ethical and legal issues in retailing
Course Contents
1. Basic Concepts & Theories: Definition and Scope of Retailing – Retailer – Evolution of Retailing
Industry - Retailer’s Role in the Distribution Channel –Vertical Marketing System.
2. Functions of Retailers: Benefits of Retailing – Benefits to Customers – Benefits to Manufactures and
Wholesalers - Trends in Retailing- Global Retail Scenario - Indian Retail Scenario -Prospects of
Retailing in India.
3. Retail Economics: Benefits to the Economy – Retailing Environment – The Legal environment – The
Economic environment – The Technological environment – The Global environment. The Competitive
Environment—Types of Competition—Analysing Competition.
4. Indian Experience in Retailing: Impact of FDI in Indian Context. Retail organization and Formats-
Retail Ownership—Retail Formats—Store Based Formats—Non Store Formats Generalist and
Specialist Retailers—Services Retailing.
5. Retailing and Consumption: The Changing Consumer Demographics-Life Style Changes—
Shopping Behaviour—Retail Outlet Choice -Legal and Ethical Issues in Retailing
References
1. Berman, Barry and R Evans, Joel– Retail Management; A Strategic Approach, 2008, Pearson
Publication.
2. Ogden,James R and Ogden,Denise T, Integrated Retail Management, Biztantra, New Delhi,2005.
3. Levy,Michael and A Weitz, Barton, Retailing Management, Tata McGraw Hill Publishing
Company Ltd., 5th Edition,2003.
4. R Davidson, William and R Sweency, Daniel andW Stampfel, Ronold; Retailing Management,
John Wiley & Sons, 6th Edition, 1988.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Retail and Supply Chain Management
Paper Code: MBA- 302 for Minor / MBA - 306 Major
Subject: Retail Marketing Strategies
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives:
• To understand the different strategies for differentiation, expansion and growth of retail stores
and how to conduct retail surveys, designing research method and conducting retail audits
• To understand the consumer market in the retail context and the concept of product tangibility,
durability, goods services, convenience and specialty products
• To gain insight about the retail marketing mix, SWOT analysis, budget implementation, EST
model and the concept of STP in retail marketing
• To gain insight into the strategic profit model in retailing, income statement, top down v/s
bottom up process and performance measures

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 To understand the different qualitative research approaches
Course Contents:
1. Strategic Outlook: Developing vision, mission – Store Differentiating Strategies – Retail Growth and
Expansion strategies. Retail surveys – qualitative research – research design – Developing a
methodology – Shopper observations – retail audits.
2. Understanding the Retail Customer: The Market – Structure of Buying Population – Nature of
Buying Behaviour – Consumer Markets Population Analysis – Demographic Analysis – Consumer
Buying Behaviour - Buying Considerations – Product Tangibility – Goods Services – Product Durability
– Durables – Non Durables – Product Availability – Convenience Products – Shopping Products –
Specialty Products.
3. Retail Market Strategy: Store Positioning - Retail Marketing Mix - Definition of retail Market
Strategy – Focus on the Customer – nature of Strategic Planning – Preplanning: Assessing the Firms
situation – SWOT – Mission – Goals and objectives –Budget implementation and control – Retail ‘EST’
Model – STP in Retail.
4. Financial Strategy: Strategic Profit Model – An Overview – The Income Statement – Net Sales –
Gross Margins – Expenses – Net Profit - Strategic Resource Management Model – Return on Assets –
Recap of Strategic Profit Model – Setting Performance Objectives Top down Vs Bottom Up Process –
Accountability – Performance measure – Types of Measures.
5. Retail surveys: Qualitative Research Approaches.
References
1. Pradhan, Swapna – Retailing Management- Text & Cases, 5th Edition, McGraw Hill Publication.
2. Lamba, A.J. – The Art of Retailing. Tata McGraw Hill Publication.
3. Berman, Barry and R Evans, Joel– Retail Management; A Strategic Approach, 2008, Pearson
Publication
4. B Ayers, James and Odegaard, Mary Ann – Retail Supply Chain Management, Auerbach
Publications.
5. Gilbert, David– Retail Marketing Management, 2nd Edition, 2006, Pearson Publication.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Retail and Supply Chain Management
Paper Code: MBA- 307 for Major
Subject: Store Design, Retail Formats and Merchandising Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives:
 To understand the different retail formats in the Indian retail context
 To understand the concept of retail stores, operational structure, merchandise mix, location decisions and
pricing policies in retail store operations

Course Contents
1. Basic Concepts of Retailing: Introduction – Objectives - Perspectives on Retailing - Important retailing
decisions - Significance of retailing - Indian Retail Sector - Retail formats in India - Forms of retail stores in
India - Current retail scenario in India - Services Provided by Retailers - Commonly Used Terminologies in the
Retail Sector.
2. Introduction to store: Introduction – Objectives - Concept of Retail Store - Types of Retail Stores - On the
basis of ownership - On the basis of operational structure - On the basis of customer service - On the basis of
merchandise mix - On the basis of pricing policy- On the basis of location - Retail Store Operations -
Approaches to Improve Store Operations.
3. Store Location: Importance of Location Decision - Retailing strategy and location - Types of locations -
Process of Selecting a Store Location- Location mapping - Characteristic Used in Location, Analysis.
4. Stores Design and Layout: Retail Store Design - Store Design and Retail Image Mix - The Space Mix - Stores
Exterior: Store Layout: Types of Display Areas- Flexibility of Store Design - Recognizing the needs of the
Disabled - Stores Interior – Managing Space - Circulation Plans - Interior store design - Retail Store Layout.
5. Design and Visual Merchandising: Location of Departments - Location of Merchandise within departments:
Use of Planograms - Evaluating Space Productivity - Merchandise Presentation Techniques - Idea oriented
presentation - Style item presentation - Colour presentation - Atmospherics: Visual Communications –
Lighting, Colour, Music, Scent, Store Security.
6. Different Formats of Retailing: Location; Ownership; Merchandise Categories; Size; Price By Location -Multi
locational; Busy shopping areas - Catchment area of the target market - By Ownership - Franchise stores -
Independent stores - By Merchandise Categories - Family stores - Specialty stores - Department stores -
Super Markets - Hyper Markets - By Size – Superstores - Shopping Mall - Shopping Centre - Hyper Markets -
By Price - Every-day-low-price (ELDP); Discount stores - Category Killer Format - Factory Outlet - Warehouse
Format.
7. Different Formats of Retailing: E-Retailing; Automatic Vending; Direct Marketing: Emergence of On-line
Marketing in India; Opportunities and Challenges; Major Players; Vending Machines and Customer
Satisfaction; Tele-shopping; Direct Mail.
8. Omni-Channel Retailing: Meaning and Purpose; Advantages and limitations; Opportunities in Multiple
Channels; Creating Immersive Experience; Omni-Channel Vs Multi-Channel.
9. Rural Retailing in India & Corporate Initiatives: Shanty Market; Fairs and Melas; Farmer’s Market; Village
High – Street; Specialty Rural Retailing; Corporate Initiatives – E-Choupal; ChoupalSagar and Choupal Fresh;
Aadhar Retail; Aadhar Wholesale Market.

References

2.Ogden, James R and Ogden, Denise T, Integrated Retail Management, Biztantra, New Delhi,2005.

3.Levy, Michael and A Weitz, Barton, Retailing Management, Tata McGraw Hill Publishing Company
Ltd., 5th Edition,2003.

4.R Davidson, William and R Sweency, Daniel and W Stampfel, Ronold; Retailing Management, John
Wiley & Sons, 6th Edition, 1988.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Retail and Supply Chain Management
Paper Code: MBA- 308 for Major
Subject: Retail Sales Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives:
To understand the concept of retail sales management, qualities and responsibilities of retail sales
manager and to comprehend a retail sales organization
To understand the personal selling process in the context of retail management
To gain insight into the inventory management in retailing in terms of demand analysis, ABC analysis,
product coding and product handling groups
To understand the concept of motivation in the context of retail management; the types of
compensation plans for retail sales force and performance evaluation and appraisal of retail sales
force
To understand the roles, functions and responsibilities of sales manager and retail sales person and
sales management processes in international and Indian retail management context

Course Contents
1. Introduction to Retail Sales Management: Meaning, Evaluation, Importance, Personal Selling,
Emerging Trends in Retail Sales Management, Elementary study of Retail Sales Organizations, qualities
and responsibilities of Retail sales manager.
2. Retail Selling Skills & Selling Strategies: Retail Selling and Business Styles, Selling Skills,
Situations, Selling Process, Handling Customer Objections, Follow-up action.

References

1. Vedamani., Gibson, G, Retail Management, 2012, Pearson Publication.

2. Panda, Tapan K., and Sahadev, Sunil, Sales and Distribution Management, 2nd Edition, Oxford
Publication.
3. Chunnawala, S.A., Advertising Sales and Promotion Management, Himalaya Publishers,
Mumbai.
4. Kazmi, SHH., and Batra, Satish K, Advertising and Sales Promotion, Excel Books
5. R.Still, Richard , W.Candiff, Edward and A.P.Gavani, Norman, Sales Management Decisions,
strategies and Cases – Prentice Hall.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Strategic Marketing Management
Paper Code: MBA- 301 for Minor /MBA- 305 for Major
Subject: Logistics and Sales Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Learning Objectives

 To sharpen decision making skills of future sales and distribution managers

 Understand the roles and responsibilities of the Sales Managers
 Manage and enhance the sales force productivity and performance
 Plan and implement an effective sales strategy for their organizations
 Manage the Channels efficiency and effectiveness; wholesaling, and retailing

Course Contents

References
1. Lytle. C, The Accidental Sales Manager: How to Take Control and Lead Your Sales Team to
Record Profits. Wiley.
2. Jordan, J., Vazzana, M., Cracking the Sales Management Code: The Secrets to Measuring and
Managing Sales Performance. McGraw-Hill Education.
3. Treace, J., Nuts and Bolts of Sales Management: How to Build a High Velocity Sales
Organization. Emerald Books.
4. Paul A. Myerson, Supply Chain and Logistics Management Made Easy: Methods and
Applications for Planning, Operation, Integration, Control and Improvement, and Network
Design. Pearson FT Press.
5. Donald J. B., David J. C., Bixby C. M., Supply Chain Logistics Management. Rev Ed Edition.

Learning Objectives
 Identify and explain factors which influence consumer behaviour
 Demonstrate how knowledge of consumer behaviour can be applied to marketing
 Display critical thinking and problem solving skills
 Gain, evaluate and synthesize information and existing knowledge from a number of sources and
experiences
Course Contents
1.Consumer Psychology: Concept - Diversity - Application of consumer behaviour principles to
strategic marketing - Characteristics of Indian Consumers.
2. Individual Determinants of Consumer Behaviour: Consumer needs – Motivation: Positive and
negative motivation - Rational versus emotional motives; Attention - Perception and Consumer Imagery
- Learning and Memory - Consumer Attitudes Formation and Change - Consumer Values and Lifestyles
- consumer innovativeness and personality traits. External Determinants of Consumer Behaviour:
Influence of Culture and Subculture - Social Class -
Reference Groups and Family Influences - Diffusion of innovations: the diffusion process – the adoption
process.
4. Buying Decision Process: Problem Recognition - Information Search - Alternative Evaluation -
Decision Rules and Selection - Outlet Selection and Purchase - Post Purchase Behaviour and Customer
Satisfaction - Concept of involvement - extensive problem solving - limited problem solving -routinized
responsive behaviour.
5. Basic Models of Consumer Behaviour: Engle Kollatt-Blackwell model - Howard-Sheth Model -
Bettmans Model and Nicosia Model
6. Organizational Buying: Concept - Comparison with consumer buying - Organizational customers -
Governmental Agencies / Institutions - Classifying organizational products - Unique Characteristics of
organizational procurement.: Organizational Buying Activities – Objectives in Organizational buying -
Buying Centres and Multiple Buying Influencers - The Buy Grid Model -Organizational Buying Centre.

References
1. Underhill, P., Why We Buy: The Science of Shopping. Simon & Schuster, Inc.
2. Foxall, R., Brown, S., Consumer Psychology for Marketing International Thomson Business
Press.
3. Wanke, M., Social Psychology of Consumer Behavior.Psychology Press.

Learning Objectives
 To understand the basic elements of the marketing and to provide a framework to evaluate the
different sectors of business.
 To understand how different macro factors paly important role in forging the buying patterns of
business.
 To understand the core business models of different sectors to understand the changing consumer
behavior

 To understand the core need of the customers and their changing lifestyle

Course Contents
1. Marketing Environment:The changing marketing environment – Analyzing needs and trends in Macro
Environment and Micro Environment, Disruptive Technology, Growing dissonance towards marketing,
2. Retail Industry: What is retail, Types of Retail, Modern vs. Traditional Retail, Organized vs. Unorganized
Retail, Format of Retail in India, SWOT Analysis of the Retail Industry, FDI in Retail, Emerging Trends in
Retail
3. Travel and Tourism Industry: What is the Tourism Industry? What is the Travel Industry? What is the
Difference Between the Travel and Tourism Industry? Sectors and Companies Within the Travel and
Tourism Industry, Travel and Tourism Marketing, The latest Travel and Tourism Trends, The Main
Technology Trends to Watch Out for In the Tourism Industry
4. Real Estate Market: business models, growth in the market, factors influencing demand. Types of market:
business, home, etc. Inclusion of meta-market and allied services. Business terminologies used, govt.
norms. Sales and promotion used in this industry.
5. Electronic Marketing Era:The challenges of traditional sales and marketing processes; why sales and
marketing needs to evolve; the benefits of E- Marketing
6. Digital Marketing Processes: Search Engine Optimization; Search Engine Marketing; Social Media
Marketing; Email Marketing; Display Marketing; Video Marketing; Mobile Marketing; Digital Marketing
Analytics

References

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Strategic Marketing Management
Paper Code: MBA- 308 for Major
Subject: Marketing of Financial Services
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Learning Objectives
 To understand how marketing contributes to success in modern financial institutions
 To understand the basic value proposition of different products and their utilities.
 To understand the basic psychology of the customer using these products

 To develop new products (goods and services) that add value to consumers and firms

Course Contents

1. Introduction to Financial Services Marketing: Introduction, Characteristics of Services, Services

Marketing Mix, Defining Financial Services, How Marketing Financial Services is Different from Other
Services
2. Overview of The Indian Financial Market: Financial Market Segments, Indicators of the Financial
Market, Financial Market Participants, Market Segments and Their Products
3. Marketing Strategies for Financial Services: Introduction, Components of Strategy, Cross-Selling
& Up-Selling, Customer Loyalty, Strategies adopted by Financial Institutions
4. Distribution Channels: Introduction, Key Roles of Distribution Channels, Channel Strategy,
Branches, Face – to – Face Sales, Bancassurance, Mobile Banking, Internet Banking, Multichannel Banking
5. Marketing of Retail Banking Products:Introduction, Factors Affecting Retail Banking, Principle
Activities in Retail Banking, Retail Banking in India, Drivers of Retail Banking in India, Performance
Highlights of Indian Banks in Retail Segment, The Four Pillars of Bank Marketing
6. Marketing of Other Financial Services: Small Saving Instruments, Fixed Income Instruments,
Alternate Investments, DirectEquity and Evolution of Marketing and Distribution of Mutual Funds in India.
7. Trends in Marketing of Financial Services:Introduction, Importance of Branding in Financial

References
1. Estelami, H., Marketing Financial Services. Dog Ear Publishing, LLC.
2. Solanki, R., Rajeshwari, B., Marketing Of Financial Products And Services, Galgotia
Publishing.
3. Farquhar, J., Meidan, A., Marketing Financial Services, Macmillan International.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2020-21)
Major Specialization Groups
Specialization: MBA: Business Data Analytics & Data Science
Paper Code: MBA- 301 for Minor /MBA- 305 for Major
Subject: Introduction to Analytics
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives

 To understand about analytics

 To be able to differentiate between analysis and analytics
 To learn about descriptive and inferential statistics
 To know about the different types of Analytics
 To know about basic programming logic and technique
 To have an understanding of object orientation and basic programming in C++ and Java
 To know about the concept of data base
 To be able to fetch data through generating query from database

Course Contents

1. Introduction:Introduction to Data Science, Role of a Data Scientist, Big Data, Types of Data,
Data Formats

2. Descriptive Statistics:Measures of Central Tendency, Measures of Variability, Variance and Standard

Deviation, Skewness & Kurtosis

3. Inferential Statistics:Sampling Distribution and Estimation, Correlation & regression Analysis, Hypothesis
Testing (Parametric and Non- Parametric), Significance in Data Science

5. Programming Fundamentals :Developing programming logic and technique through algorithm and flow
charts, Concepts of object orientation and programming in C++ and Java

6. Data Base Management System: Concepts of Data Base Management, Relational Data Base
Management System, Data warehousing, Data fetching through query generation.

References

1. MoozeR,,Data Analytics for Beginners: A Beginner's Guide to Learn and Master Data Analytics,
Independently published
2. Kumar D, Business Analytics: The Science of Data - Driven Decision Making, Wiley
3. Wade W,An Introduction to Analysis, Pearson India
4. Michael B, Analytic Philosophy: A Very Short Introduction, Oxford University Press
5. Barlow M, Real-Time Big Data Analytics: Emerging Architecture, O'Reilly Media

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2020-21)
Major Specialization Groups
Specialization: MBA: Business Data Analytics & Data Science
Paper Code: MBA- 302 for Minor /MBA- 306 for Major
Subject: Fundamentals of Data Analytics
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives

 To be able to understand the data types, object orientation, control structure and functions
used in Python
 To understand and use the programming language Python
 To be able to understand the use of different data structures in programming language R
 In-depth study of programming languages- R and Python
 Understand predictive modeling using R
 Understand the concept of Machine Learning

1. Programming with Python: Data types, Control Structures and Functions, Modules, Object Oriented
programming, File handling

2. Advanced Programming Techniques with Python:Procedural programming, Debugging, Testing &

Profiling, Processes & Threading, Networking, Regular expressions

3. Programming with R: Introduction, Manipulation of numbers and vectors, Objects and their attributes,
Array and matrices, Lists and data frames, Reading data from files, Grouping, loops and conditional
functions

4. Predictive Modeling With R: Linear Regression, Logistic Regression, Support Vector Machine, Case
Study, Advanced Regression, Tree Model, Time Series, Neural Networks, Model Selection

5. Fundamentals of Machine learning:In depth study of Linear regression,Assignment: Linear Regression,

In depth study of Logistic Regression, Clustering, in depth learning of Support vector machine, Principal
Component Analysis,HR Analytics Case Study,

6. Advanced concepts of Machine Learning:Advanced Regression,Tree Model,Time Series,Model

Selection,Practical Considerations,Telecom Churn Case Study.

Reference
1. PellicciariV, Machine Learning: Fundamental Algorithms for Supervised and Unsupervised Learning
with Real-World Applications, Independently Published
2. Rao N, Core Python Programming, Dreamtech Press
3. Pradhan UDKM, Machine Learning using Python, Wiley
4. Lantz B, Machine Learning with R: Expert techniques for predictive modelling,
Packt Publishing Limited

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2020-21)
Major Specialization Groups
Specialization: MBA: Business Data Analytics & Data Science
Paper Code: MBA- 307 for Major
Subject : Social Media Analytics
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives
 To identify the effectiveness of social media in identifying target audience

Course Contents

1. Key features of social media analytics: Effectiveness of Social Media, Identifying target audience,
Analysis of the level of outreach and reception of posts.

2. Target Audience: Understanding the target audience, Targeted messaging & advertising, Social
Media Filtrations.

3. Social Media Analytics for Industries: Scope of Social Media Analytics in industries, Benefits of
Social Media Analytics in industries, Tools for social media analytics

4. Google Analytics: Measuring campaign traffic, Website conversion & user activity, Generating
audience report, Generating custom reports.

5. Measuring & Analyzing Content:Importance of Analysis; Identifying Successes and Failures,

Tracking, Measuring and Managing the Data, Tools for Success in Content Analysis.

6. Measuring ROI: The Concept of ROI, Turning Information into Actionable Insights, Regulation of
investment & profit, Feasibility Study, Cost & Benefit Analysis, Measuring ROI

Reference

1.Kohirkar. G, Social Media Analytics, Pearson Education India

2. Sharma T, Sarkar D, Bali R, Learning Social Media Analytics withR, Ingram short title
3. Chatterjee S, Krystyanczuk M, Python Social Media Analytics, Packt Publishing Limited
4. Khan GF, Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text,
Actions, Networks, Hyperlinks, Apps, Search Engine, and Location Data, Amazon Digital Services

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VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2020-21)
Major Specialization Groups
Specialization: MBA: Business Data Analytics & Data Science
Paper Code: MBA- 308 for Major
Subject : Analytics Process
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives
 To understand the concepts of artificial intelligence
 To understand propositional and predicate logic
 To understand thoroughly the programming languages used in AI
 To handle inconsistent and incomplete knowledge through fuzzy logic
 To know about the application area of artificial intelligence
 To understand single and multi layer neural networks

Course Contents

1. Introduction: Concepts & definitions of AI, Brief history of AI, AI and related fields, Characteristics and
underlying assumption of AI, Turing test, Uninformed searches, Informed searches: generate and test,
Hill-climbing, A* algorithm, Problem reduction, Constraint satisfaction

2. Propositional & Predicate Logic: Syntax and semantics for prepositional logic, Syntax & semantics of
First Order Predicate Logic (FOPL), Properties of well-formed formula (wff), Conversion to clausal
form, Inference rules, The resolution principle, Non-deductive inference methods

3. AI Programming Languages: Introduction to LISP, Syntax and Numeric Functions, Basic List
Manipulation Functions in LISP Functions, Predicates and Conditionals, Input, Output, and Local
Variables, Iteration and Recursion, Property Lists and Arrays, PROLOG: List, Operators, Arithmetic, Cut &
Fail, Backtracking

4. Handling Inconsistent and Incomplete Knowledge: Truth Maintenance Systems, Reasoning Techniques,
Concept of Uncertainty, Bayes’ Theorem, Certainty Factors and Rule-Based Systems, Bayesian Networks,
Dempster-Shafter Theory, Fuzzy Sets, Fuzzy Operators & Arithmetic, Membership Functions, Fuzzy
Relations

5. Applications of Artificial Intelligence: Introduction and Concept of Planning, Representing and Using
Domain Knowledge, Expert System Shells, Knowledge Acquisition, Agents and environments, Rationality
and other performance measures, Nature of environments

6. Neural Networks: Neural models and basic learning rules, Single layer and multi layer neural networks,
Associative memory and image restoration based on associative memory, Gesture Recognition

Reference

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Digital Marketing
Paper Code: MBA- 301 for Minor /MBA- 305 for Major
Subject: Basic Principles of Digital Marketing
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Objectives

 To understand the need for digital marketing

 To identify differences between online and offline marketing
 To frame marketing mix on the internet
 To evaluate differences between online and offline consumer behavior
 To incorporate the inbound methodology in online marketing
 To understand the process of choosing appropriate digital media channels for marketing
 To identify the major digital marketing processes
 To analyze the effect of digital marketing processes

Course Contents

1. Introduction to Digital Marketing: The challenges of traditional sales and marketing processes; sales
and marketing – the necessity for evolution; the emergence of new technologies; the definition of Digital
Marketing; the benefits of Digital Marketing

2. Marketing Mix Evolution:The concepts of products online; online pricing strategies; online distribution
methods; online promotions.

3. Consumer BehaviourOnline:The differences between online and offline consumer behavior; the
consumer journey online; consumer decision making online.

4. Inbound Marketing:Inbound Marketing fundamentals; Buyer Personas; the buyer’s journey; Content
Strategy; Search Engine Optimization; email marketing; lead nurturing.

6. Digital Marketing Processes:Search Engine Optimization; Search Engine Marketing; Social Media
Marketing; Email Marketing; Display Marketing; Video Marketing; Mobile Marketing; Digital Marketing
Analytics.

References:

1. Dodson, I., The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted,
and Measurable Online Campaigns, New Jersey, Wiley
2. Neher, K., Byers, M., et al., Digital Marketing That Actually Works the Ultimate Guide:
Discover Everything You Need to Build and Implement a Digital Marketing Strategy That Gets
Results, Cincinatti, Ohio, Boot Camp Digital
3. Kotler, P., Kartajaya, H., Setiawan, I., Marketing 4.0: Moving from Traditional to
Digital, Wiley
5. Kingsnorth, S., Digital Marketing Strategy: An Integrated Approach to Online Marketing 2nd
Edition, Kogan Page
5. Chaffey, D., Ellis-Chadwick, F., Digital Marketing (7th Edition), Pearson

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Digital Marketing
Paper Code:MBA- 302 for Minor /MBA- 306for Major
Subject: SEO and SEM Strategies
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Objectives

 To understand the basic process through which search engines function

 To identify major Search Engine Optimization (SEO) elements and factors
 To learn the keyword usage and research process for SEO
 To incorporate major On-page and Off-page SEO methods
 To utilize Search Engine Marketing processes in digital marketing strategy
 To learnGoogle AdWords concepts and methods of setting upAdWords campaigns
 To utilize Google AdWords tools
 To analyze Google AdWords campaigns

Course Contents

2. Basics of Search Engine Optimization (SEO): Definition of SEO;the importance of SEO; types of SEO;
SEOparameters; the basic SEO process; important SEO elements or factors in a web page.

3. Keyword Research andUsage:importance of keywords; types of keywords; keyword selection; keyword

tools; competitor keyword research; effective keywords use for SEO.

4. On Page and Off Page SEO:On-page or on-site SEO; benefits of on page SEO; on page SEO methodologies;
off-page SEO; benefits of off page SEO; on page SEO methodologies.

5. Basics of Search Engine Marketing (SEM):Definition of SEM; benefits of SEM; the paid search process; SEM
options.

6. Google AdWords:Introduction to Google Ad Words; types of campaigns; setting up AdWords campaigns; ad

formats and extensions; Google Ads tools; analyzing Google AdWords campaigns.

References:

1. Dodson, I., The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted,
and Measurable Online Campaigns, New Jersey, Wiley
2. Granitza, L., Tobias, E., The SEO Book: Search engine optimization 2020, Regensberg, Edison
Verlag
3. McDonald, J., SEO Fitness Workbook: The Seven Steps to
Search Engine Optimization, Independently Published
4. Moran, M., Hunt, B., Search Engine Marketing, Inc.: Driving Search Traffic to Your
Company's Website IBM Press
5. Marshall, P., Rhodes, M., Todd, B., Ultimate Guide to Google AdWords: How to Access 100
Million
People in 10 Minutes, Entrepreneur Press

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Digital Marketing
Paper Code: MBA- 307for Major
Subject: Content Marketing Processes & Strategies
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Objectives

 To understand the importance ofcontent marketing strategy

Course Contents

1. Content Marketing Strategy: Introduction to content marketing;The elements of content marketing

strategy; benefits of content marketing; the content marketing process.

2. Brand Storytelling, Narrative Marketing and Online Content Writing: Definition of brand storytelling;
Impact of storytelling on brands; key attributes of brand storytelling; storytelling trends, web content
writing basics; important skills in content writing; generating content ideas; topic clusters and pillar pages;
grammar and language in content writing; content writing and SEO.

3. Types of Content:Alignment of goals with content types and content channels; common types of content
online; processes for creation of online content.

4. The Annual Content Plan:The content plan process; components of a content plan; benefits of an annual
content plan; short term and mid-term content plan options.

5. Content Promotion:Channel for promotions; types of content promotion; benefits of content promotion.

6. Measuring & Analyzing Content:The importance ofanalysis; Identifying Successes and Failures; Tracking
decisions; Tracking, Measuring and Managing the Data; The Concept of ROI; Tools for Success in Content
Analysis.

References:

1. McCoy, J., Practical Content Strategy & Marketing: The Content Strategy & Marketing Course
Guidebook, CreateSpace Independent Publishing Platform
2. Crestodina, A., Content Chemistry: The Illustrated Handbook for Content Marketing, 5 th Edition,
Orbit Media Studios
3. Hanly, L., Content That Converts: How To Build A Profitable and Predictable B2B
Content Marketing Strategy, CreateSpace Independent Publishing Platform
4. Schaefer, M.W., The Content Code: Six essential strategies to ignite your content,
your marketing, and your business Independently Published

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VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Digital Marketing
Paper Code: MBA- 308 for Major
Subject: Email Marketing
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Objectives

 To understand the basics of email marketing

 To identify methods for content management and segmentation
 To identify methods and tools for delivering emails
 To analyze the effect of marketing emails
 To learn methods of testing marketing emails
 To understand the process of lead nurturing through emails

Course Contents

1. Fundamentals of Email Marketing: Definition of email marketing; types of email marketing; result-oriented
emails; process of sending targeted emails.

2. Contact Management and Segmentation: Definition of contact management; Definition of segmentation;

importance of contact management and segmentation; contact management strategy processes.

3. Email Deliverability:Email clients; email deliverability; email deliverability strategies.

4. AnalyzingMarketingEmails:The importance of analyzing marketing emails; methods for analyzing marketing

emails

5. Testing Marketing Emails:The importance of testing marketing emails; methods to develop tests for
marketing emails.

6. Lead Nurturing Using Marketing Emails:Definition of lead nurturing; importance of lead nurturing; methods
of developing relationships using lead nurturing campaigns.

References:

1. White, C.S., Email Marketing Rules: Checklists, Frameworks, and 150 Best Practices for
Business Success, 3rd Edition, CreateSpace Independent Publishing Platform
2. Paulson, M., Doucette, E., Email Marketing Demystified: Build a Massive Mailing List, Write
Copy that Converts and Generate More Sales, American Consumer News, LLC
3. Gunelius, S., Ultimate Guide to Email Marketing for Business, Entrepreneur Press

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Banking and Strategic Finance
Paper Code: MBA- 301 for Minor /MBA- 305 for Major
Subject: Personal Financial Planning
Full Marks: 100 No. of Classes: 40 Hours 4 Credits

Course Objectives:
 To understand the need and importance of Financial Planning
 To demonstrate different Investment avenues
 To understand the importance of asset allocation and budgeting in Financial Planning
 To demonstrate the concept of Debt and Debt cycle
 To evaluate the different ways to invest for Retirement planning
 To explain the various concepts and products related to Risk management

Course Contents

Basics of Financial Planning:Basics of Savings and Investment, Types of Investment Avenues, Scope of
Personal Financial Planning, Factors Affecting Personal Financial Planning, Basics concepts related to
Financial Market, Categorization of Asset Classes, Principles of Investment.

Investment Avenues:Structure of Investment Avenues, Concept and Structure of Tangible and Intangible
Assets, Capital MarketInstruments, Investments in Tangible and Intangible Assets.

Asset Allocation and Budgeting:Basics of Asset Allocation and Budgeting, Steps of Budgeting.

Debt Planning:What is Debt, Concept of Debt Cycle, Steps of Debt Planning, Concept of Loan, Types of
Loan.

Retirement Planning:Introduction to Retirement Planning, Basic Steps of Retirement Planning, Tools of

Retirement Planning, Various Retirement Schemes.

Risk Management:Risk and Risk Management Tool, Concept of Insurance, Types of Insurance,
Terminologies in Insurance, Concept of Life Insurance and its Types, Products related to Life Insurance,
General insurance, Need for General Insurance, Types of General Insurance, What is Health Insurance,
Need for Health insurance, Health insurance Products, Challenges in Health Insurance, Insurance as a part
of Financial Planning.

References:

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Banking and Strategic Finance
Paper Code: MBA- 302 for Minor /MBA- 306 for Major
Subject: Bank Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objectives:
 To examine the Structure of Indian Banking system
 To learn about the various Products and Services offered to both Resident and Non Resident Indians
 To understand the Fundamentals of Bank security
 To discuss the purview and characteristics of Retail and Corporate lending
 To understand the concept and types of Negotiable Instruments
 To understand why Financial Inclusion is important for India
Course Contents
1. The Structure of the Indian Banking System:Structure of the Indian Banking System, Reserve Bank
of India (RBI), Scheduled and Non-Scheduled Commercial Banks, Scheduled Commercial Banks, Public
Sector Banks, Private Sector Banks, Co-operative Banks, Foreign Banks, Payments Bank, Small
FinanceBanks.
2. Understanding Bank Deposits and various Banking Products and Services:What are Bank
Deposits, Characteristics of Bank Deposits, Types of Deposit Account, What are Savings Bank Accounts,
What are Current Accounts, What are Term Deposits, Hybrid Accounts: A Cross-breed of Demand Deposit
and Term Deposit, Deposit Services Offered to Non- ResidentIndians, Plastic Money: The substitute for
cash, What are Debit Cards, What are Credit Cards, The Emergence of Digital Banking in the Indian Banking
Sector, Advantages and Disadvantages of Digital Banking, RemittanceServices.
3. Securing Bank Assets:Features of Bank Security, Methods of Charge Creation, Pledge,
Hypothecation, Mortgage, andAssignment.
4. Understanding Retail and CorporateLending:An Indian Perspective: Why Banks extend Credit,
Principles of Lending, Credit Worthiness, and Concept of Retail Lending, What is Corporate Lending, Why
Corporate Lending is required, Types of Lending, Fund Based lending: Working Capital Financing, Non-Fund
Based Lending: Why is it also called Contingent Liabilities, Asset - BasedLending.
5. Understanding Negotiable Instruments:Why banks need to be regulated, Concept of negotiable
Instruments, Characteristics of a Negotiable Instrument, Meaning of Endorsement, Crossing of a Cheque,
Dishonor of a Negotiable Instrument.
6. Financial Inclusion:An Indian Banking Perspective: What is Financial Inclusion, Financial Inclusion
in India, Financial Inclusion policies undertaken by the RBI, Banking Correspondents- resolving the last mile
problem, Financial Inclusion Policies by the Government of India (GOI), Microfinance Institutions (MFIs) in
India, Challenges to the MFI Industry in India, The way forward for Financial Inclusion in India.

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References:
1. Singh, K., Commercial Bank Management, Tata McGraw-Hill Education
2. Padmalatha, S., and Paul J., Management of Banking and Financial Services, Pearson
3. Kohn, M., Financial Institutions and Markets, Tata McGraw Hill
4. Shahi, U., Banking in India: Past, Present and Future, New Century Publications

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Banking and Strategic Finance
Paper Code: MBA- 307 for Major
Subject: Mutual Funds
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objectives:
 To understand the concept and features of Mutual Fund
 To learn about various kinds of mutual funds and investment options in mutual funds
 To learn about the Regulatory framework of Mutual Fund
 To explain the Accounting and Taxation aspects of Mutual Fund
 To understand the various types of risks associated with Mutual Fund
 To understand the process of selecting the Right scheme for an Investor

Course Contents
1. Concept of a Mutual Fund:Introduction, Types of Funds, Key Developments over the Years.Legal
Structure of Mutual Funds in India, Key Constituents of a Mutual Fund, Other Service Providers, Offer
Document – NFO, SID, SAI, Key Information Memorandum, Format of Scheme Information Document (SID),
Statement of Additional Information (SAI), Key Information Memorandum.
2. Legal and Regulatory Environment:Role of Regulators in India, Investment Restrictions for
Schemes, Investors’ Rights & Obligations, can a Mutual Fund Scheme go bust, AMFI Code of Ethics, AMFI’s
Code of Conduct for Intermediaries of Mutual Funds.
3. Accounting, Valuation and Taxation:Accounting and Expenses, Valuation, Taxation.
4. Investor Services:Mutual Fund Investors, KYC Requirements for Mutual Fund Investors, PAN
Exempt Investments in Mutual Funds, Additional Requirements applicable for Institutional Investors,
Foreign Account Tax Compliance Act (FATCA) and Common Reporting Standards, Transactions with Mutual
Funds, Transactions through the Stock Exchange, Investment Plans and Services, KYC Form for Individuals,
KYC Form for Non-Individuals.
5. Return, Risk and Performance of Funds:Drivers of Returns and Risk in a Scheme, Measures of
Returns, Drivers of Risk in a Scheme, Measures of Risk, Benchmarks and Performance, Quantitative
Measures of Fund ManagerPerformance.
6. Selecting the Right Scheme and Investment Products and Helping Investors with Financial

References:
1. Sankaran, S., Indian Mutual Funds Handbook 5th Edition: A Guide for Industry Professionals and
Intelligent Investors, Vision Books
2. Thamaraipandy, L., Mutual Funds: The Money Multiplier, Notion Press
3. Bogle, J C., Common Sense on Mutual Funds, Wiley Publication
4. Kumar, R., Mutual Funds in India, Partridge India

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
Major Specialization Groups
Specialization: Banking and Strategic Finance
Paper Code: MBA- 308for Major
Subject: Capital Markets
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objectives:
 To understand the Capital Market trading operations
 To know about the eligibility criteria for seeking membership
 To understand the Trading mechanism
 To understand the clearing, settlement and risk management processes.
 To learn the other important regulatory aspects
 To understand the basic Valuation concepts

Course Contents

8. Overview of The Indian Securities Market:Market Segments, Indicators of Securities Market,

Products and Participants, Market Segments and Their Products, Reforms in Indian Securities Markets.
9. Trading Membership:Stock Brokers, NSE Membership, Surrender of Trading Membership,
Suspension and Expulsion of Membership, Declaration of Defaulter, Authorized Persons, Sub Brokers,
Brokers – Client Relations, Sub Brokers – Client Relations, Investor Service Cell, Arbitration, Code of
Advertisement.
10. Trading:Introduction, NEAT, Market Types, Trading Systems Users Hierarchy, Local Database,
Market Phases, Market Phases, Logging On, Log OFF/Exit from the Application, NEAT Screen, Invoking an
Inquiry Screen, Order Management, Trade Management, Auction, Limited Physical Market, Block Trading
Session, Retail Debt market, Internet Broking, Co location, Wireless Application Protocol.
11. Clearing, Settlement, and Risk Management:Introduction, Key Terminologies used in Clearing and
Settlement Process, Transaction Cycle, Settlement Agencies, Clearing and Settlement Process, Securities

References:
1. Strumeyer G., The Capital Markets: Evolution of the Financial Ecosystem, John Wiley & Sons
2. Chakrabarti, R. and De, S., Capital Markets in India, Sage Publishing India
3. Kumar R., Valuation: Theories and Concepts, Academic Press
4. Parikh, G., Handbook of Indian Securities, Bloomsbury

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Operations and Systems
Paper Code: MBA - 301 for Minor MBA - 305 for Major
Subject: Decision Science and Software Engineering
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
This course objective is to acquaint students with Operations research techniques for effective
decisions–making, Students will apply data science concepts and methods to solve problems in
real-world contexts. It will also provide a professionally guided education in software engineering
that prepares graduates for transition into a broad range of career options: industry, government,
computing graduate program, and professional education.
Describe software engineering layered technology and Process frame work. 3. A general
understanding of software process models such as the waterfall and evolutionary models. 4.
Understanding of software requirements and the SRS documents. 5. Understanding of the role of
project management including planning, scheduling, risk management, etc. 6. Describe data
models, object models, context models and behavioural models.
Course Contents
1. Introduction: Definitions, Characteristics of Software, Software Engineering vs. Other Engineering
Disciplines, Software Myths, Software Life Cycle Models, Selection of Software Process Models.
2. Requirement Analysis: Prototyping, Specification, Analysis Modeling.
3. Software Design: Software Design, Abstraction, Modularity, Software Architecture, Effective Modular
Design, Cohesion and Coupling, Architectural Design and Procedural Design, Data Flow Oriented Design.
4. User Interface Design: User Interface Design, Human Factors, Human Computer Interaction, Human,
Computer Interface Design, Interface Design, Interface Standards, Programming Languages and Coding,
Language Hours, Code Documentation, Code Efficiency, Software Configuration Management.

References:
1. Pressman, Roger S., Software Engineering, A Practitioner’s Approach, McGraw Hill
2. Sommerville, I., Software Engineering, Pearson Education India, New Delhi
3. Fleeger, P., Software Engineering, Pearson Education India, New Delhi
4. Carlo Ghezzi, Mehdi Jazayari and Dino Mandrioli, Fundamentals of Software Engineering, Prentice
Hall of India, New Delhi

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Operations and Systems
Paper Code: MBA - 302 for Minor / MBA - 306 for Major
Subject: Structured Systems Analysis & Designing
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The course Objective is to introduce students to the fundamental concepts of Information
Systems Analysis and Design. The course focus is on the study of Analysis and Design phases of
the system development life cycle. Understanding of different software architectural styles.
Understanding of implementation issues such as modularity and coding standards.
Understanding of approaches to verification and validation.

Course Contents
1. Basic Concepts: Business System Concept, SDLC, Business Process Re-Engineering Concept,
Problem Solving: Finding The Problem, Evaluating The Proposal, Economic Feasibility.
2. System Requirement & Planning: DFDS, Data Dictionaries, Process Organization & Interactions,
Decision Analysis, Standards (IEEE/ISO), Data Modelling & Analysis, Entity Relationship
Analysis– Decision Tables, Relational Analysis: Relations, Functional Dependencies, Relation Keys
–Normal Form Relations, Constructing Relations from Functional Dependencies.
3. Design: File Design, Input-Output Design, Module Specification, User Interface Design.

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4. Object Modelling: Hours & Objects Object Structure & Features, Concept of Object-Orient
Approach, Object Representation Methods, Object Status, State Diagram.
5. System Control & Assurance Of Quality: Design Objectives Reliability & Maintenance, Software
Design & Documentation Tools, Top-Down, Bottom-Up & Variants, Unit, Integration, System &
Acceptance Testing, Audit Trials, Case Tools, System Controls.
6. Hardware & Software Specification: Selection of Software (OS, Languages, Preference &
Acceptance Criteria), Selection of Hardware (Memory Process, Peripherals, Etc.).
7. Planning: Schedule Development, Resource Planning, Cost Estimation, Quality Planning, HR
Planning, Communication Planning, Risk Management Planning, Procurement Planning, Project
Management Methodology, Software Project Management Plan (SPMP), Changing Controls.
8. Design: Problem Portioning, Abstraction, Top-Down & Bottom-Up Strategies, Modularity,
Coupling & Conension, Structure Chart, Transaction Analysis, Functional Approach Vs. Object
Oriented Approach, Design Process, Design Concepts: Abstraction, Refinement, Modularity,
Software Architecture.
References:
1. Jalote, Pankaj, An Integrated Approach to Software Engineering, Narosa Publisting
2. Pressman, Software Engineering, McGraw Hill
3. Mall, Rajib, Fundamentals of Software Engineering, PHI
4. Igor Hawrysz Kiewyes, Introduction to System Analysis & Design, PHI
5. Booch, Grody, Object-Oriented Analysis & Design Methods

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Operations and Systems
Paper Code: MBA - 307
Subject: Programming Languages and Computer Networking Principles
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The course Objective is to develop a greater understanding of the issues involved in
programming language design and implementation. Develop an in-depth understanding of
functional, logic, and object-oriented programming paradigms. Implement several programs and
understand design/implementation issues involved with variable allocation and binding, control
flow, types, subroutines, parameter passing. They will also Study the basic terminology of the
computer networking and enumerate the layers of OSI model and TCP/IP modeland will also
acquire knowledge of Application layer and Presentation layer paradigms and protocols. Study
Session layer design issues, Transport layer services, and protocols.
Course Contents
1. Structured Programming: Concept, Top-Down Analysis, Modular Programming, Structured
Code; Algorithm: Different Ways of Stating Algorithms, Strategy for Designing Algorithms; Steps

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in Developing a Program, Design Techniques, Programming Methodologies, Flow Charts,
Pseudocode, Nassi-Shneiderman (NS) Diagrams.
2. Concept Of Object Oriented Programming: What is OOP, Procedural Language Vs. OOP,
Advantages And Evolution of OOP, Java Programming, C++: Introduction, Data Encapsulation &
Abstraction, Inheritance, Polymorphism, Stream Handling, Exception Handling, Data Types,
Operators, and Expressions, Programming Structure, Functions, Pointers, Arrays & Strings,
Structures & Unions, Hours and Objects, Constructors And Destructors, Operator Overloading and
Type Conversion, Generic Programming with Templates.
3. Concept Of Database: DBMS, Client Server System, Relational Database Management System
Through Oracle, Structured Query Language, Concept of On-Line Database Connectivity Graphic
User Interface, Visual Basic.
4. Computer Networking: Introduction, Network Structure, The OSI Model, Network Topology,
Network Protocols, Network Architecture, Networking Hardware and Software, Advantages and
Limitations of Computer Networks, The TCP/IP Reference Model, the Internet, Connection
Oriented Networks, Ethernet, Wireless Lans.
5. Communication Channels: Communication Networks, Local Networks, Managerial Issues
Related To Telecommunications, Client/Server Computing, Communication Servers, Digital
Networks, Electronic Data Interchange And Its Applications, Value Added Networks, Wireless
Networks, Network Security, The Domain Name System, Electronic Mail, the World Wide Web.
6. Basic Concept of Enterprise Resource Planning: Concept, Meaning, Objectives, Scope.

References:
1. Derfler, Frank J., Guide to Connectivity, Ziff- Davis Press
2. Fitzgerald, Jerry, Business Data Communications: Basic Concepts, Security and Design, John
Wiley
3. Keen, Peter and Cummins, Michael, Networks in Action: Business Choices and
Telecommunications Decisions, Belmont, CA. Wads Worth
4. LaQuey, Tracy, The Internet Companion: A Beginner’s Guide to Global Networking, Addison
Wesley
5. Sudharsan, P. and Jeyabalan, j., Computers, Systems and Application, Jaico Publishing House.
6. Saravanavei, P. and Sumathi, S., Computer Languages for Management, HPH
7. Salemi, JOE, Client/Server Databases, Ziff- Davis Press.

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VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Major Specialization Groups
Specialization: Operations and Systems
Paper Code: MBA - 308
Subject: Web Development of Internet Applications
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
In this course the students will begin to explore how to design and create websites by exploring the
base language used to power all websites: HTML. The course will also able students to: identify
and use various HTML tags; add an image to a webpage; create HTML-formatted tables; use
hyperlinks to connect a series of WebPages; upload their finished HTML pages to a web host;
and, learn some tips and tricks for styling pages and practice coding. The course enables students
to master the development skill for both client-side and server-side programming, especially for
database applications and other internet application.

Course Contents
1. Introduction To HTML: Introduction to the Key Component of an HTML Document, Basic
HTML Tags for the Www Document, Addition of Image in the Web Page, Hyperlinks Etc.
2. Legal, Ethical And Social Issues: Internet Taxation, Online Privacy, Application of Traditional
Law to the Internet, Impact of Traditional Law on E-Commerce, Limitation of Traditional Law With
Regard of Internet, Internet Taxation.
3. Intermediate HTML: Introduction to The List Items, Rows & Columns, Forms, Creation of Image
Maps of Aid Hyperlink, Make the Webpage Accessible to the Search Engine.
4. Computer And Network Security: Basic Security Concepts: Public / Private Key, Cryptography,
Popular Security Protocol Such as SSL and SET, Digital Signature, Digital Certificate and
Certification Authorities, Various Threats to Secure Systems Such as Virus, Spasm Etc.,
Introduction to Emerging Security Technique Such as Biometrics and Steganography.
5. H/W And S/W Communication: Introduction to Some Communication Media and H/W Used to
Connect The Computers On The Internet.
6. HTML Editors and ASP: Introduction of Active Server Page, Introduction of Java Script / VB
Script.

References:
1. Chisholm and May. Universal Design for Web Applications: Web Applications That Reach
Everyone, O'Reilly Media
2. Horton, Sarah. Access by Design: A Guide to Universal Usability for Web Designers, New Riders
Publishing
3. Oliver Dick & Michael Morrison, SAMS Teach yourself HTML and XHTML in 24 hours, 6th ed.,
SAMS Publisher
4. Niederst Jennifer, HTML Pocket Reference, 2nd ed., O’Reilly Publishing
5. Castro, Elizabeth. HTML5, and CSS3, Seventh Edition: (Visual QuickStart Guide), Peachpit Press.

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VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Minor Specialization Groups
Specialization: Retail Management
Paper Code: MBA - 301
Subject: Retail Management: Theory and Practice
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The objective of the course is to provide application based concepts of retail business in both
Indian and Global context. However the readers will get more exposures on relation between the
theories of retail and adequate examples from Indian scenario. Nowadays the competitive
landscape of retail business is going through an interesting phase. Both Store based retailers and
Electronic retailers are expanding their local business areas and from conventional kiranas,
bazaars Indian retail too has started adopting the departmental store concepts. Therefore it is
prudent now to have more inputs on retail management through theory and practical
implications of theoretical aspects.

Course Contents
1. Retailing: Definition, Scope, Benefits of Retailing, Evolution of Retailing: Theories; Changing
Scenario of Indian Retail Industry, Trends in Retailing in India (Growth, Key Drivers), Functions of
Retailing, Retail Institution, Classification and Formats, Concept of Organized and Unorganized
Retail, Contribution of Organized Retail, Effects of Organized Retail, Influx of FDI, Virtual
Retailing-An Overview.

2. Retail Customer And CRM: Population Analysis, Demographic Analysis, Geographic Analysis,
Consumer Buying Analysis, Process of Customer Engagement, Personal Selling, Role of IT In
Driving CRM, E-Tailing, Retail Information System.

3. Retail Strategy and Store Location: Situation Analysis, Identifying Strategic Options, Setting
Objectives, Allocation of Resources, Develop and Implement the Strategy, Monitor, Review and
Control, Strategic Focus for Competitive Advantage. Importance of Location Decision, Evaluation
and Selection of Location.

4. Category Management: Organizing the Buying Process by Categories, Assortment Planning

Process-Variety, Assortment & Product Availability.

5. HR Policies and Franchising in Retail: Introduction of Franchising, Franchise Operation, Factors

of Growth, Manpower Planning, Development of Retail Personnel, Recognition, Reward System.

6. Pricing in Retailing: Pricing Strategies: EDLP, High/Low Pricing, Pricing Bundling/Multiple Unit
Pricing, Mark Downs and Mark Up, Establishing Gross Margins, Leader Pricing, Price Lining, Odd
Pricing, Psychological Pricing, Premium Pricing, Penetration Pricing, VAT Calculation.

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References:
1. Pradhan, Swapna, Retail Management
2. Bajaj, Chetan; Tuli, Rajnish and Srivastava, Nidhiv, Retail Management
3. Bhalla, Swati and Anurag S., Visual Merchandising
4. Berman and Evans, Retail Management A Strategic Approach

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Minor Specialization Groups
Specialization: Retail Management
Paper Code: MBA - 302
Subject: Retail Merchandising Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The objective of the course is to provide various inputs regarding the retail merchandising
through contents that are helpful to drive the overall decoration of both store and non-store retail.
The concepts of merchandising and display are subjective and the attributes are keeps on
changing. Merchandising management helps to interpret and adopt the principles of showcasing
or display the products in more evasive and organised way. The concept can help to portray the
merchandises exclusive and approachable through both electronic and store based retail.

Course Contents
1. Merchandising-An Overview: Definition, Scope, Benefits Of Merchandising, Merchandising
Management, Rights Challenges, Factors Affecting Merchandising, Environment Affecting
Merchandising, Opportunities for Merchandising.

2. Merchandise Categories: Fad/Fashion/Staple/Seasonal, Difference Among The Three Types,

Concept of Fashion Retailing, Challenge of Fashion Retailing, Interpreting Consumer Demand,
Fashion Purchase Selection Criteria, Fashion Retailing Business Format, Major
Divisions/Departments in Fashion Retail Organization.

3. Concept of Merchandiser and Buyer: Function of Merchandiser Manager and Buyer, Hierarchy of
Merchandiser and Buyer, Roles and Responsibilities.

4. Merchandising Planning:
I. Developing Sales Forecasting For Merchandising, Colour Forecasting, Fashion Scan,
Merchandising Hierarchy;
II. Determination Merchandising Requirement, Merchandising Budget / Plan (Planned Retail to
the Calculation of Gross Margin, B.O.M. and E.O.M., Measuring Inventory Level),
Preparation of 6-Month Merchandising Plan: Consistency, Depth, Breadth;
III. Merchandising Control/ Regulation of the Plan (Open to Buy).

6. Vendors Performance Analysis-Barrens Matrix: Buying Merchandise, Source Selection and

Evaluation, Receiving and Stocking Merchandise, Strategic Vendor Relationship Management,
Resident Buying Office.

7. Merchandising Performance Analysis: Planogram, Visual Merchandising.

References:
1. Pradhan, Swapna, Retail Management
2. Bajaj, Chetan; Tuli, Rajnish and Srivastava, Nidhiv, Retail Management
3. Bhalla, Swati and Anurag S., Visual Merchandising
4. Berman and Evans, Retail Management A Strategic Approach

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Minor Specialization Groups
Specialization: Logistics and Supply Chain Management
Paper Code: MBA - 301
Subject: Materials Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
For understanding of modern Supply Chain Management a thorough comprehension of its
previous avatar, namely, Materials Management is mandatory. Materials Management covers
Purchasing Management, Inventory Control and Management, Material Handling along with
Stores Management. Students are introduced to basic nuances of purchasing techniques
encompassing supplier selection, management and development, inventory management
techniques and stores management techniques. The course equips students with basic proficiency
to take up roles in supplier management, stores and inventory management across verticals.

Course Contents
1. Introduction to Materials Management: Introduction, Scope of Materials Management,
Importance of Materials Management, Scope of Profitability through MM, Primary and Secondary
Objectives of MM, Integrated Materials Management: Relation with Other Functions, Materials
Management to Supply Chain Management-The Transition.

2. Purchasing Management: Overview, Purchasing Organizations, Purchasing Cycle and Contracts /

Purchase Orders, Lead Time, Vendor Analysis & Management, Negotiations, Scope of Cost
Reduction in Purchasing, Make or Buy, Purchasing Productivity.

3. Inventory Management: Importance, Scope of Inventory Control, Types of Inventory, Work in

Process Inventories, Finished Goods Inventories, Spare Parts Inventories, Costs Associated with

4. Stores Management & Surplus, Obsolete and Scrap Management: Materials Identification:
Classifying Materials, Codification of Materials, Standardization: Simplification and Variety
Reduction of Materials, Stores Management: Different Types of Stores, Stores Issues and Receipts:
Procedures, Forms, Policies in Stores Transactions: Stores Accounting, Stores Organization,
Materials Safety and Security, Store Layout and Design, Introduction to Material Handling
Equipments, General Duties and Responsibilities of Stores Management, Stores Productivity.

References:
1. Datta, A. K, Materials Management: Procedures, Text & Cases, PHI
2. Menon, K. S., Purchasing Management, Macmillan
3. Menon, K. S., Stores Management, Macmillan

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Minor Specialization Groups
Specialization: Logistics and Supply Chain Management
Paper Code: MBA - 302
Subject: Logistics, Transport and Supply Chain Management
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
Supply chain management (SCM) is assortment of wide-ranging actions required to plan, control
and execute a product's flow, from securing raw materials and production through distribution to
the final customer, in the most streamlined and cost-effective way possible. LS302 acquaints
students with basic Supply Chain concepts including modern advances along with transportation
dynamics which would enable to take up entry level roles in Supply Chain Management and
Transportation Management across verticals. At the academic/education level, the course provides
those majoring in Marketing a more realistic and grounded dimension to their learning by
underscoring the other side of the business interface. In a business world, wherein services are
expanding at a rapid base, students are also introduced to the challenges of Service Supply Chain.
.

Course Contents
1. Backdrop: Globalization and Its impact on Supply Chains and Its Management.

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2. Supply Chains: Concept, Framework and Modelling, Relationships, Drivers, Implementation and
Changing Paradigm, Supply Chain Flows: Material, Information and Cash.

3. Challenges and Hazards in Managing Supply Chains: Bullwhip Effect, Shortage Gaming, Dealer
and Data Management.

4. Creating Value through Supplier Relationships: CRM-SCM Interface.

5. Contracts and E-Contracts Management: Importance and Trends.

6. JIT & TQM-SCM Interface: Concept, Scope and Challenges -Indian Context.

7. Transportation Logistics: Strategic Objectives of Transport, Types of Modes, Characteristics and

Salient Features, Intermodal Transportation in International Operations, Factors Influencing Mode
and Carrier Selection Decision, Basics of 3PL and 4 PL.

8. E-Procurement and E-Commerce Applications: Scope, Applications and Challenges.

9. Bar Coding, RFID and other Tracking Mechanisms: Applications and Challenges.

10. Reverse Logistics: Scope, Applications, CSR and Challenges.

11. Supply Chain/Logistics Audit: Scope, Applications and Limitations.

12. Service Supply Chain Management: Challenges.

References:
1. Agarwal, D. K., Textbook of Logistics and Supply Chain Management, Macmillan
2. Bowersox et al., Supply Chain Logistics of Management, TATA McGraw Hill
3. Raghuram G & Rangaraj N, Logistics and Supply Chain Management Cases and Concepts,
Macmillan.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Minor Specialization Groups
Specialization: Media Management
Paper Code: MBA - 301
Subject: Media Planning & Organization
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
Media Planning is a science of tracking and placing advertisements in various media. The Subject
is designed to give an idea about the total Media Planning Process starting from the beginning
like what is media to selection of a media for promotion of a particular product/service. Also to
understand the best media mix for the products/service, the Organisations and it’s various
Strategy.

References:

1. Jack Z. Sissors & Roger Baron (2002), Advertising Media Planning, New York, McGraw-Hill.
2. Dennis Martin & Robert Coons (2002), Media Flight Plan 4. Provo, Utah: Deer Creek Publishing.
3. Clarke Caywood (ed) (1997), The Handbook of Strategic Public Relations& Integrated
Communication, New York: McGraw-Hill.
4. Esther Thorson & Jeri Moore (eds.) (1996), Integrated Communication, Mahwah, NJ: Lawrence
Erlbaum.
5. Katz, Helen (2003), The Media Handbook, 2nd edition, McGraw-Hill.
6. Jagdeep Kapoor (2004), Brand Strategies, Sage Publication, New Delhi.
7. Krishna Kumar (2004), Promoting Independent Media, Sage Publication, New Delhi.
8. Antony Young (2005), Brand Media Strategy, 5th edition, Ntc Business Book.
9. William Goodrich, Media Planning Workbook, Ntc Business Book.

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VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Minor Specialization Groups
Specialization: Media Management
Paper Code: MBA - 302
Subject: Media Promotion and New Media
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
Media Promotion & new media subject is designed to give an idea regarding various Media
Promotions Process, advertisements & selling policies are used in the Marketing Industry. New
Media is the advanced tools of Promotion for reaching more people. The subject also gives an
idea to students regarding the New Media Industry and the usage of social media for Promotion
and Marketing.

Course Contents
1. Promotion: Role of Promotion, Promotion Society, Promotion Communication Process,
Promotional Mix: Differences, Advantages, Disadvantages.

2. Publicity Preview: Publicity Advertising Compared, Dealing With Unfavourable Publicity,

Limitation of Using Publicity, Preparation of Press-Kit.

3. Advertisement Promotion: Definition of Advertisement, Advertisement Objectives, Types of

Advertisement, Advertising Segments, Effect of Advertising on Market Share & Consumers,
Creative Brief, Creative Decisions of Advertising Campaign, Successful Television Advertisement,
Advertising Campaign: Theory & Practice, Evaluating an Advertising Plan, Analysis of Case
Studies.

4. Introduction To New Media: New Media: Concept, Traditional Media, Difference Between New
and Traditional Media, Rise of Internet, New Media and Social Media, Virtual Space or Cyber
Space, Cyber Culture, Cyber Journalism, Digital Divide, Convergence: Web Sites, E-Newspaper,
Internet TV, Internet Radio.

5. Conceptualizing Websites: Components of a Website, Web Layout, Aesthetics for Online Portals:
Design, Layout, Colour, Graphics, Visual Information, Types of Websites, Writing and Design for
Online Medium, Interactivity of Form and Content in New Media, Linear Writing vs. Interactive
Writing, Grammar of Interactivity, Multimedia Storytelling, Hypertext Fiction.

6. Business/Governance and Social Media: E-Commerce, Consumer Societies and New Media,
Globalization and New Media, E-Governance: Potentials And Criticism with Reference to India,
Blogs, Wiki, RSS Feeds, Cell Phones SMS, Social Networking Sites.

References:
1. Caywood, Clarke (ed.), The Handbook of Strategic Public Relations and lntegrated Communication,
New York McGraw-Hill.
2. Kapoor, Jagdeep, Brand Strategies, Sage Publication, New Delhi.

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3. Kumar, Krishna, Promoting Independent Media, Sage Publication, New Delhi.
4. Goodrich, William, Media Planning Workbook, Ntc Business Book.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Minor Specialization Groups
Specialization: Pharma Management
Paper Code: MBA - 301
Subject: Bio-Pharma and Immunology
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The course would facilitate the students to gain in depth knowledge about immunology in
reference to health and diagnostics. After studying this course, students would have deeper
understanding of cell at structural and functional level, molecular interaction between cells,
signal transduction, secondary messengers. This course will cover the topics of biopharmaceutics
and bioavailability of drugs and will equip students to learn and apply the mechanism of drug
action and pharmacokinetics of a given drug.

Course Contents
1. Overview of the Immune System: Antigens, Antibodies and Haptens; Immune System, Cellular
and Humoral Immunity, Immunological Tolerance; Antigen-Antibody Reactions and Their
Applications, Hypersensitivity; Active and Passive Immunization, Preparation, Standardization and
Storage of Immunological Products.
2. Infection: Types, Factors Influencing Infection and Harmful Microbial Products Such as Exotoxins
and Endotoxins; Leukocidins, Hemolysins, Fibrinolysins, Proof of Pathogenecity and Course of
Infection, Sources of Infectious Agents and Their Carriers Portals of Entry, Immunosuppression.
3. Genetic Code and Protein Synthesis: Genetic Code, Components of Protein Synthesis, Inhibition
of Protein Synthesis, Brief Account of Protein Engineering and Polymerase Chain Reactions,
Regulation of Gene Expression, Genetic Code & Protein Synthesis: Concept of Central Dogma,
Components of Replication and Transcription.
4. Immune System in Health and Disease: Leukocyte Migration and Inflammation, Hypersensitive
Reactions, Immune Response to Infection Diseases Vaccines.
5. Biopharmaceutics: Introduction, Fate of Drug after Administration, Blood Level Curves, Routes of
Drug Administration, Drug Absorption and Disposition, Significance in Product, Formulation and
Development, Drug Absorption, Structure of Biological Membrane, Drug Transport Mechanisms,
Factors and Kinetics Involved, Physico-Chemical and Biological Factors Involved in Drug
Absorption.
6. Bioavailability: Objectives and Consideration in Bioavailability Studies, Bioavailability of Oral and
Non-Oral Dosage Forms, Concept of Equivalence, Measurement of Bioavailability, Determination
of the Rate of Absorption, Bioequivalence Protocol and Its Importance.

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Minor Specialization Groups
Specialization: Pharma Management
Paper Code: MBA - 302
Subject: Pharma Marketing
Full Marks: 100 No. of Classes: 40 Hours 4 Credits
Course Objective
The course would facilitate the students to understand the rapid strides and the winds of change
in pharmaceutical industry, globalisation and liberalisation is fast penetrating into the industry.
After studying this course, students would be able to describe, classify structure and combine
concepts, theories, methods and models taught Identify and develop relevant issues within
pharmaceutical marketing ,analyze and synthesize specific issues within pharmaceutical
marketing by using the concepts, theories, methods and models taught ,assess and communicate
problem-solving on a reflective, scientific basis.

Course Contents
1. Marketing Principles: Marketing in the Twenty First Century, General Principles of Marketing,
Including Needs, Wants, Demand, and Value.
2. Product Management: Scope, Parameters of Product Management, Roles of a Product Manager,
Product Life Cycle, New Product Launch and Strategies for Promotion, Product Branding,
Packaging and Labeling Decisions
3. Emerging Concepts in Marketing: Vertical & Horizontal Marketing, Rural Marketing;
Consumerism, Industrial Marketing, Global Marketing.
4. Introduction to Pharmaceutical Marketing: Study of Different Parameters in Pharmaceutical
Market, Identification of Pharmaceutical Market, Market Behaviour; Physician Prescribing Habits,
Patient Motivation, Market Analysis.
5. 4 P’s With Respect to Pharmaceuticals: Product-Products in the Pharmaceutical Industry Price,
Pharmaceuticals & Pricing; Place, The Pharmaceutical Industry Supply Chain; Promotion,
Promotional Marketing Activities & Practices.
6. The Pharmaceutical Products: Drug Development and Marketing Research Interface,
Diversification and Specialization, Marketing Generic Drugs, Non-Prescription Drugs.

References:

1. Philip Kotler, Marketing Management A South Asian Perspective, Pearson.

2. Ramaswami & Namakumari, Marketing Management Global Perspective, Indian Context,
Macmillan India.
3. Mickey C. Smith, Principles of Pharmaceutical Marketing, Lea & Febiger
4. Lehmann, Donald R. and Russell S. Winer, Product Management, McGraw-Hill/Irwin

VIDYASAGAR UNIVERSITY
MBA: THIRD SEMESTER
(Effective from 2018-19)
Common Papers
Paper Code: MBA-303
Subject: Entrepreneurship Development
Full Marks: 100 No. of Class: 40 Hours 4 Credits
Course Objective
The purpose of the course is that the students acquire necessary knowledge and skills
required for organizing and carrying out entrepreneurial activities, to develop the ability
of analyzing and understanding business situations in which entrepreneurs act and to
master the knowledge necessary to plan entrepreneurial activities.

Course Contents

1. Introduction: Concept, Types, Characteristics, Motivation, Competencies and Its Development,

Innovation and Entrepreneurship.
2. Micro, Small and Medium Enterprise: Concepts, Govt. Policy for MSME.
3. Business Plan: Identification of Business Opportunity, Steps in Preparation of Business Plan.
4. Managing MSME: Financial Plan- Operating and Capital Budgets, Breakeven Analysis, Informal
Risk Management, Role of Financial Institutions, Marketing and HR Plan.
5. Strategies for MSME Growth: Market Development Strategies, Product Development Strategies,
Diversification Strategies, Risk Reduction Strategies.
6. Industrial Sickness: Concept, Meaning, Rehabilitation of Sick Enterprises, Role of BIFR.

References:

1. Hisrich, R. D., Peters, M. P., Shepherd, Dean A., Entrepreneurship, McGraw Hill
2. Bateman, T. S., Snell, S. A., Management, Tata McGraw Hill

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3. Daft, R. L., Principles of Management, Cengage Learning
4. Stoner, J. A. F., Freeman, R. E., Gilbert, D. R. (Jr.), Management, Pearson Prentice Hall
5. Christensen, L. T., Morsing, M., Cheney, G., Corporate Communication, Sage.

Vidyasagar University
MBA: THIRD SEMESTER
(Effective from 2018-19)
Common Paper
Paper Code: MBA - 304
Subject: Business Environment
Full Marks: 50 No. of Classes: 20 Hours 2 Credits
Course Objective
The purpose of the course is to analyze the overall business environment and evaluate its various
components in business decision making. Students will understand the different environment in
the business climate and to know the minor and major factors affecting the business in various
streams. It will help the students to know the different environment like, political, technological
and economic environment in the business and also to acquire in-depth knowledge about legal
environment.

Course Contents
Business Environment
1. Introduction: Concept, Meaning, Elements of Business Environment.

2. Economic Environment: Meaning, Elements, Economic Policies, Economic Planning.

3. Legal Environment: Meaning, Legal Environment of Business in India, Competition Policy, Consumer
Protection, Environment Protection.

4. Policy Environment: Liberalization, Privatization and Globalization, Second Generation Reforms, Industrial
Policy and Implementation, Industrial Growth and Structural Changes.

5. Introduction of Money and Asset Market: Income Determination: IS-LM Framework, Adjustment towards
Equilibrium Fiscal Policy and Monetary Policy, Comparison of Crowding Out Effects, Balanced Budget
Multiplier.

6. An Overview of Economic Environment in India: Price Stability- The Problem of Inflation in India- Causes for
Rise in Prices in India, Remedial Measure.
Economic Crisis in India in Late ‘80s and Road to Liberalization_ Economic Crisis, Economic Reforms,
Structural Reforms from1991.

N.B. (5. 6. and 7 units will be offered to those where CBCS is not offered)

References:

1. Veena Keshav Pailwar, Economic Environment of Business, Phi Learning Pvt. Ltd, New Delhi,
2010
2. K. Aswathappa, Business Environment for Strategic Management, Himalaya Publishing.
3. Mishra & Puri, Economic Environment, Himalaya Publishing.
4. M. Adhikari, Economic Environment of Business, Sultan Chand & Sons.
5. Narayanan, Intellectual Property Rights, Eastern Law Book House, Kolkata.
6. A.C. Fernando, Business Environment, Pearson Education.

CBCS

Subject: Fundamentals of Human Resource Management

Full Marks: 50 No. of Classes: 20 Hours 2 Credits

Fundamentals of Human Resource Management

Course Contents
1. Introduction: Concept of Human Resource Management, Meaning, Objectives, Functional Areas of Human
Resource Manager.
2. Recruitment: Concept of Recruitment, Meaning, Importance, Various Sources of Recruitment.
(4 Hours)
3. Selection: Concept, Meaning, Significance, Process, Limitations.
4. Training & Development: Concept of Training, Types, Effectiveness of Training and Development.

References:
1. Khanka, S. S., Human Resource Management: Text & Cases, S. Chand & Co. Ltd.
2. Aswathappa, K., Human Resource and Personnel Management: Text & Cases, TMGH
3. David A. DeCenzo and Robbins, Stephen P., Personnel / Human Resource Management, PHI
4. Beach, Dale S., Personnel: The Management of People at Work, Macmillan Publishing Company
5. Newstrom, John W. and Davis, Keith, Organisational Behaviour: Human Behaviour at Work,
TMGH
6. Pattanayak, Biswajeet, Human Resource Training, S. Chand & Co. Ltd.
7. Anderson, Alan H., Effective Personnel Management, Blackwell Publishers.

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