1

MBA Part-II (Semester-III)

301 Project Management

Course Overview

The subject emphasizes on imparting the knowledge, skills, tools and techniques
involved in carrying out project activities so as to ensure that projects are delivered within
budget and schedule. The subject content would be spread over 32 hours (min.) on theoretical
work and 16 hours (min.) on practical work.

Course Syllabus

Group I:
Concepts of Project Management: Meaning and Definition of Project, Characteristics of a
project, Project Life Cycle Phases, Role of a Project Manager, The Planning Process: Work
Breakdown Structure, Cost Planning – tools & techniques, cost estimation, Time Planning
– tools & techniques.
Project Appraisal: Technical Feasibility, Economic Feasibility, Financial Evaluation,
Appraisal Under Risk and Uncertainty.
Group II:
Sensitivity Analysis, Social Cost Benefit Analysis: Rationale, Fundamentals of Shadow
Pricing, Basic approaches to Social Cost Benefit Analysis. Scheduling: Graphic
representation of project activities, Network Analysis, Network Techniques: PERT and
CPM. Resource Allocation, Overview of MS-Project 2000. Control of Projects: control
systems, control of constraints – cost and time.

Recommended Texts

 Harvey Maylor, Project Management, Pearson Education, New Delhi, 2nd Edition.
 Prasanna Chandra, Projects: Planning, Analysis, Selection, Implementation & Review, Tata
McGraw-Hill Publishing Company Ltd., New Delhi, 6th Edition.
 United Nations Industrial Development Organisation, Guide to Practical Project
Appraisal – Social Benefit Cost Analysis in Developing Countries, Oxford & IBH.
 Jack R. Meredith, Project Management: A Managerial Approach, Wiley Publications, 1st
Edition.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

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MBA Part-II (Semester-III)

302 Business Analytics

Course Syllabus

Group I:
Business Analytics: Definition, Evolution, Architecture, Benefits, Future; Business Analytics as
Solution for Business Challenges, Effective Predictive Analytics, Integrating Analytics in Business
Processes, Unstructured Data Analytics, Balanced Scorecard, Dashboards, KPI based on
Dashboard and Scorecard, LOFT effect, Data Quality, Master Data Management, Data Profiling,
Emerging Areas of Analytics: Facial Analytics, Retail Analytics, Social Media Analytics

Group II:
Data Modelling Concepts, Data Modelling Types and Techniques, Multidimensional modelling:
measures, dimensions, attributes and hierarchies, Schemas, Data Marts, Data Integration:
Extraction, Transformation and Load Processes, Data Warehouse: Definition, Architecture,
Development and Implementation issues, OLTP and OLAP, Data Mining: Definition, Concepts,
Applications and Methods

Recommended Texts
 Business Analytics By Sahil Raj, Cengage Publication, 2015
 Fundaments of Business Analytics by RN Prasad and Seema Acharya, Wiley India
Publication
 Win With Advanced Business Analytics by Jean Paul Isson and Jesse S. Harroitt, Wiley
Publication, 2013
 Successful Business Intelligence: Secrets to Making BI a Killer App by Cindi Howson, Tata
McGraw Hill Edition 2012
 Analytics at Work by Thomas H. Davenport, Jeanne G. Harris and Robert Morison,
Harvard Business Press
 Business Intelligence: A Managerial Approach by Efraim Turban, Ramesh Sharda, Dursun
Delen and Daid King, Pearson Publication, 2012
 Delivering Business Intelligence with Microsoft SQL Server 2012, by Brian Larson, Tata
McGraw-Hill Edition

Instructions
The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these groups. The III group shall be
a case study of 10 marks and shall be compulsory. The internal paper will carry 50 marks

School of Management Studies, Punjabi University, Patiala

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MBA Part-II (Semester-III)

303 Advertising and Sales Management

Course Overview

The primary objective is to make students familiar with basics of Sales Management and
the duties & roles played by salesmen. The growing significance of process of advertising
deserves the same focus and attention.

Course Syllabus

Group I:
Nature and Scope of Sales Management, Organising, Recruitment and Selection of Sales
Personnel, their Training and Development, Supervision & Appraisal, Motivating Sales
Personnel, Carving Territories, Routing, Quota Sales Call Planning, Sales Forecasting,
Sales Organisation – Structure and Control.
Group II:
Nature & Scope of Advertising Research, Consumer Behaviour and Advertising, Media
Planning , Merits and Demerits of various media types, Emerging media, Process of
advertising – Copy testing, Advertising Budget
Measuring Advertising Effectiveness, Deceptive advertising, Advertising Ethics and
Unethical Practices, Role of Advertising Agencies, Legal framework of Advertising.

Recommended Texts

 Condiff, Still & Govani, Sales Management, Prentice-Hall of India, New Delhi, 5th Edition,
1998.
 Wright, Winter and Zeigler, Advertising, Tata McGraw-Hill Publishing Company Ltd., New
Delhi, 1990.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

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MBA Part-II (Semester-III)

304 Marketing Research

Course Overview

The basic objective of the subject is to find out the solutions of number of questions,
that need to be answered and the number of decisions, that need to be made with respect to
the choice of techniques to be used to solve a research problem.

Course Syllabus

Group I:
Nature, Scope and Concept of Marketing Research, Marketing Research Process,
Marketing Research and MIS, Marketing Decision Support Systems, Problem Analysis
and Identification of MR Objectives, Sources of Information: Primary and Secondary
Data, Research Designs and their applications: Exploratory, Descriptive and Causal
Research. Sampling Decisions: Basics, Methods/Techniques and Determination of
Sample Size.

Measurement Process: Measurement in Marketing, Difficulties in Measurement,

Concepts of Validity and Reliability, Attitude Measurement: Importance of Attitude in
Marketing, Nature of Attitudes and their Measurement, Attitude Scaling Procedures,
Thurston Scale, Likert Scale, Paired Comparison Scale, Semantic Differential Scale and
Multi-Dimensional Scale (MDS) and Their Applications.

Group II:
Multivariate Analysis: Factor Analysis, Discriminant Analysis, Cluster Analysis and
Conjoint Analysis. Report Writing and Presentations, Use of Statistical Package for Social
Sciences (SPSS) in Marketing Research, Applications of Marketing Research: Demand
Measurement and Forecasting, Product Research, Advertising Research, Distribution
Research, Sales Control Research, Pricing Research, Motivation Research.

Recommended Texts

 Iacabucci, Marketing Research, Thomson Publications, Mumbai, 2006.

 Kinner, T.C. and Taylor, J.R., Marketing Research: An Applied Approach, McGraw-
Hill, New York, 5th Edition, 1995.
 Green, Tull and Album, Research for Marketing Decision, Prentice-Hall of India,
New Delhi, 7th Edition.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

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MBA Part-II (Semester-III)

305 Management of Industrial Relations

Course Overview

The course has been designed to make the students aware of the sensitivity of
employer-employee relationship.

Course Syllabus

Group I:
Economy and labour force in India. Industrial relations, Importance, present status,
concepts and models. The role of government in Industrial Relations. Industrial Relations
and Technological Change, Changes in IR Post-liberalization. Trade Union – objectives,
functions, New Role of Trade Union in the context of globalization.
Industrial Dispute – nature & causes of industrial disputes. Machinery for solving
industrial disputes under Industrial Disputes Act, 1947 at national and state level.

Group II:
Comparative study of industrial relations in developed and developing economies .Role
of ILO. Collective bargaining – meaning, characteristics, need, importance, process,
causes for failure of collective bargaining. Concept, forms and models of workers’
participation in management, schemes of workers’ participation in management in India
and their evaluation.

Recommended Texts

 Venkataratnam, C.S., Industrial Relations, Oxford University Press, 2007.

 Mamoria, Mamoria, Gankar, Dynamics of Industrial Relations, Himalaya Publishing
House, Mumbai, 2010.
 Singh, B.D., Industrial Relations: Emerging Paradigms, Excel Books, New Delhi, 2008.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

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MBA Part-II (Semester-III)

306 Human Resource Planning and Development

Course Overview

This module is designed to consider the theory and role of human resource planning and
development in organizations, and link it to policies and practices required in organizations for
effective people management. The module aims to develop knowledge and skill in a range of
HRD activities in organizations and to relate these to the professional standards. It covers the
practical application of personnel theory.

Course Syllabus

Group I:
Macro level manpower planning and micro level manpower planning, human resource
planning and the government. Organizational Human Resource Planning: factors
affecting, process, and barriers. Stock taking, Work Force Flow Mapping. Models and
Techniques of Manpower Demand and Supply Forecasting, Behavioural factors in Human
Resource Planning; Wastage Analysis, Retention, Redeployment and Exit Strategies.
Career Management and Career Planning, Career Development, Managing Change.
Performance Planning, Coaching, Potential Appraisals, Multi-skilling, Training Retraining,
(studying these trends in Indian and international context).

Group II:
HRD evolution, concepts, goals and challenges, HRD climate and processes. Organizing
for HRD, HRD strategies and experiences in India. HRD in culturally diverse environment,
Human Resource Valuation and Accounting. Role of an HRD Professional, Task Analysis,
Motivational aspects of HRD. Developmental Supervision and Leadership (identifying
corporate leaders and analyzing their role in building up their organizations). Counseling
and Mentoring,

Recommended Texts

 Papalia, Diane, Feldman,Rudh ; Mastorell Gabriela Experience Human Development,

Tata McGraw-Hill Publishing Company Ltd., New Delhi, 2014.
 Randy L. Desimone, Jon M. Werner, and David M. Harris, Human Resource
Development, Thomson South-Western Press, Cengage Learning 2012.
 Lawrence S. Kleiman, Human Resource Management: A Managerial Tool for
Competitive Advantage, Wiley, 2009.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

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MBA Part-II (Semester-III)

307 Management of Financial Institutions

Course Overview

The basic objective of this course is to acquaint the students of finance with the
working, performance and regulations of commercial banking, development finance, and
investment finance and about the various risks faced by financial institutions.

Course Syllabus

Group I:
Financial Institutions in India: An overview, types and their role in economic
development, Banking system in India: An overview, structure of Indian banks: public,
private and foreign banks, their role and performance, Reserve Bank of India: Its
functions and role as a central bank.
Development Banking in India: concept evolution, structure and promotional role.
Banking sector reforms in India.

Group II:
Micro-Financing: concept, models, and its role in poverty alleviation, Non-Banking
Finance Companies (NBFCs): Introduction, evolution, progress and growth, regulatory
framework, problems and prospects, Insurance Industry in India: evolution, growth,
insurance sector reforms. An overview of risks faced by FIs, types of risks: credit risk,
liquidity risk, interest rate risk, market risk, foreign exchange risk, technology and
operational risk.

Recommended Texts

 Anthony Saunders and Marcia Million Cornett, Financial Markets and Institutions, Tata
McGraw-Hill Education Private Limited, 3rd Edition, 2009.
 L.M. Bhole, Financial Institutions and Markets, Tata McGraw-Hill Publishing
Company Limited, 5th Edition, 2009.
 R.M. Srivastava, Management of Indian Financial Institutions, Himalaya
Publishing House, Mumbai, 2008.
 Khan M.Y., Indian Financial System, Tata McGraw-Hill Publishing Company
Limited, New Delhi, 5th Edition, 2007.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

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MBA Part-II (Semester-III)

308 Financial Services and Markets

Course Overview

This course is aimed at providing the basic understanding of financial markets that how
the markets are inter-linked, structured and regulated. The course also provides an overview of
various financial services, their emerging role, regulations and as to the performance related
issues.

Course Syllabus

Group I:
Financial system in India: An overview structure and growth, major problems and
deficiencies, Financial markets in India: Structure and significance; Financial Market
Environment; Money Market in India: Constituents, Regulations and Recent
Development, Capital Market in India: Constituents, Regulations and Recent
Development, New Issue Market, Mode of Raising Capital from Primary Market.

Financial Services in India: Nature types, Regulatory Framework, Major problems faced
by Indian Financial Services Sector. Leasing; Meaning, types, financial legal and tax
aspects, hire purchase. Factoring: types, legal and financial Aspects.
Group II:
Mutual Funds: Meaning, types, structure and significance, SEBI guidelines relating to
MFs. Merchant Banking in India: Role and functions, SEBI guidelines relating to merchant
banking, venture capital: meaning, characteristics, and SEBI guidelines relating to
venture capital funds. Credit rating: Meaning, types and functions of credit rating
agency, process and methodology of credit rating.

Recommended Texts

 M.Y. Khan, Financial Services, Tata McGraw-Hill Publishing Co. Ltd., New Delhi, 4 th
Edition, 2006.
 L. M. Bhole, Financial Institutions and Markets, Tata McGraw-Hill Publishing Co.
Ltd., New Delhi, 4th Edition, 2007.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

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MBA Part-II (Semester-III)

309 Production Planning and Control

Course Overview

As the subject has derived greater attention in Business Management thus the students
would be made conversant with the tools of PPC which would be useful in coordinating the
activities of production system by proper planning and control systems.

Course Syllabus

Group I:
Production Management : A strategic fit; An inter-functonal Imperative.
Project Planning : Project Structure, Work breakdown Structures, Network Model:
estimated time known with certainity (CPM) and uncertainity (PERT), Time Cost Models.
Product and Service Design: Product Design Process, Designing Services.
Demand management : Components of Demand, Forecasting methods : Average, Trend
and Seasonal. Qualitative Techniques.
Capacity Planning: Concept, Measurement and Models.

Group II:
Aggregate sales and Operations Planning: Overview , Aggregate Operations Plan,
Aggregate planning techniques.
Material requirement Planning : Master production scheduling, MRP system Structure.
Process capability: Process Control Charts, Statistical Quality Control
Methods:Operating Charactertics Curve, Acceptance Sampling, Sampling plans.
Inventory Controls : Inventory Systems, Fixed-order quantity models with and without
safety stock, Fixed-time Period models: with and without safety stock, Price -break
Models.

Recommended Texts

 Chase , B.R. Shankar R. Jacobs, F.R and Aquilano, N.J , Operations & Supply Chain
Management, 12th edition ,McGraw Hill.
 Stevenson, W.J , Operations Management, 9th Edition, Tata Mcgraw Hill.
 Lee J. Krajewski, Operations Management, Prentice-Hall of India, New Delhi, 8th
Edition.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

 10
MBA Part-II (Semester-III)

310 Inventory Management

Course Overview

The objective of this course is to provide the student an appreciation of the crucial role
of Inventory and Materials Management in the efficiency, competitiveness, and profitability of a
business organization and to introduce the student to the formulation and application of
methods and models for Inventory Management.
At the conclusion of the course students should be able to:
(1) monitor inventory levels and projected item availability;
(2) perform basic warehousing operations including receiving, putting away, picking and
shipping; and
(3) analyze and develop inventory management policies under deterministic and stochastic
environments.

Course Syllabus
Group I:
Fundamental concepts of Inventory: Introduction, Functions of inventories, Importance
of Inventories in a manufacturing organisation; Types of Inventories, Factors Affecting
Inventory Control, Classification of inventories; Codification of inventories; Simplification
& Standardization of Inventories; Selective Inventory Control Techniques: ABC, HML,
FSN, VED analysis etc., Material Requirement Planning.
Inventory Management and Control: Inventory costs concepts, Inventory Control
Concepts: Lead Time, Re-order point, Requirement of Materials; Safety Stock, Standard
Order Quantity, Service Levels;
Group II:
Inventory Control Models: Static & Dynamic Inventory Control Models; Economic Order
Quantity with & without shortages, EOQ under Fluctuating Demand, EOQ with Quantity
& Price discounts, Economic Production Quantity, FOQ & FOC Systems, Probabilistic
Inventory Control Models. Inventory Checking & Accounting, Evaluation of Inventory
Performance; Materials Handling & Warehouse Management; JIT and Inventory
Management, ERP and Inventory Management; Supply Chain Management & Inventory
Management; Operations Research in Inventory Control: Application of Linear
Programming, Queuing Theory in Inventory Control; Inventory Information Systems,
Applications of Computers to Inventory Management & Control.

Recommended Texts
 Elwood S. Buffa, Modern Production/Operations Management, Wiley Series, 8 th
Edition.
 Kanishka Bedi, Production and Operations Management, Oxford University Press, 9th
Impression, 2006.
 Lee J. Krajewski, Operations Management: Processes and Value Chains, Prentice-Hall of
India, New Delhi, 8th Edition.

Instructions
The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

 11
MBA Part-II (Semester-III)

311 Database Management

Group I
Data, Data versus Information, Traditional File Processing Systems, Disadvantages of File
Processing systems, The database approach, Data models, Relational Databases, Database
management systems, Advantages of database approach, costs and risks of the database
approach, the range of Database applications, evolution of database systems, the database
development process, Alternative IS development approaches, Three- Schema architecture of
database development, The E-R modeling, Modeling the Rules of the organization, modeling
entities and attributes, Modeling relationships, Modeling time dependent data, The relational
data model, Basic Definitions, Sample database, integrity constraints, domain constraints, entity
integrity, referential integrity, creating relational tables, well-structured relations, transforming
EER diagrams into relations, introduction to normalization

Group II
Client server Architectures, database in a Two-tier architecture, Web application components,
databases in Three-tier applications, managing data quality, data quality improvement, Master
data management, Data integration, the roles of Data and database administrators, traditional
data administrator, traditional database administration, trends in database administration, the
open source movement and database management, managing data security,threats to data
security, application Security issues in three tier client/server, database software data security
features, database backup and recovery, recovery and restart procedures, types of database
failure, disaster recovery, controlling concurrent access, the problem of lost updates,
serializability, locking mechanisms, versioning, data dictionaries and repositories, data
availability, measures to ensure availability, Distributed databases, object-oriented data
modeling

Recommended Texts
1. Date C.J., An Introduction to Database Management Systems, Narosa Publishing
House, Third edition, 1998.
2. Abraham Silberschatz, Henry F. Korth and S. Sudarshan, Database Management
System, McGraw-Hill, 3rd edition, 1997.
3. Ivan Bayross, Oracle Developer 2000, BPB Publications, New Delhi, 1999.
4. Jeffrey A. Hoffer, Ramesh Venkataraman, Heikki Topi, Modern Database
Management, 11th Edition

Instructions-
The external paper will carry 50 marks and would be of three hours duration. The question
paper will be divided into three groups, i.e., I, II, III. The question paper will consist of four
questions each in group I and II. Each question in these groups carries 10 marks. Candidates will
be required to attempt four questions in all from section I and II selecting not more than two
questions from each of these groups. The III group shall be a case study of 10 marks and shall
be compulsory. The internal paper will carry 50

School of Management Studies, Punjabi University, Patiala

 12
MBA Part-II (Semester-III)

312- Business Applications of Cloud Computing

Group I

Why cloud?, Accessing the value proposition, Understanding cloud architecture, cloud
computing vs peer- to peer architecture, cloud computing vs grid computing, cloud computing
vs client server architecture, broad approaches to migrating into the cloud, seven step model of
migration into a cloud, components of cloud computing, cloud types- private, public and hybrid;
implementation levels of virtualization, virtualization design requirements, virtualization
providers, virtualization mechanisms, virtualization of CPU, memory and I/O devices, VMware,
XEN: Para virtualization, Microsoft Hyper V, VMware, vCloud

Group II

Different cloud Providers -Iaas- Rack space cloud, Google compute engine, Microsoft Azure
services, GoGrid, SaaS- free cloud panda antivirus online, icloud.com, mint.com, cloudo,
advanced SaaS products; PaaS- Google App Engine, Microsoft AZURE, cloud foundry,
salesforce.com, engine yard, Using mobile cloud - Defining mobile market, using smartphones
with cloud, Understanding cloud security – securing the cloud, securing the data, establishing
identity and presence. Cloud security mechanisms - encryption, hashing, digital signature,
public key infrastructure, cloud based security groups, Scientific, business and consumer
applications of cloud, energy efficiency in clouds, Concept of SLA, SLA aspects and
requirements, credit calculations of SLA breaches, recent trends in cloud computing,

Recommended Books:
 Rajkumar Buyya, James Broberg, Andrzej Goscinski, Cloud Computing: Principles and
Paradigms, John Wiley and Sons (2011).
 David E.Y. Sarna, Implementing and Developing Cloud Computing Applications, CRC ,
(2011)
 William von Hagen, Professional Xen Virtualization, Wrox Publications, (2008).
 Chris Wolf , Erick M. Halter, Virtualization: From the Desktop to the Enterprise, APress
(2005).
 George Reese, Cloud Application Architectures: Building Applications and Infrastructure
in the Cloud, O’Reilly Publishers (2009).
 Cloud Computing: Concepts, Technology & Architecture (The Prentice Hall Service
Technology Series from Thomas Erl) 1st Edition by Thomas Erl (Author), Ricardo Puttini
(Author), Zaigham Mahmood (Author)
 Mastering Cloud Computing: Foundations and Applications Programming 1st Edition by
Rajkumar Buyya (Author), Christian Vecchiola (Author), S.Thamarai Selvi (Author)
 Kannamal, Fundamentals of Cloud Computing, Cengage Learning
 Jayaswal, Cloud Computing Black Book. Wiley

Instructions-
The external paper will carry 50 marks and would be of three hours duration. The question
paper will be divided into three groups, i.e., I, II, III. The question paper will consist of four
questions each in group I and II. Each question in these groups carries 10 marks. Candidates will
be required to attempt four questions in all from section I and II selecting not more than two
questions from each of these groups. The III group shall be a case study of 10 marks and shall
be compulsory. The internal paper will carry 50 marks

School of Management Studies, Punjabi University, Patiala

 13
MBA Part-II (Semester-III)

313 Multinational Financial Management

Course Overview

The course has been developed to acquaint the students with the basic terminology
linked with Foreign Exchange markets, measurement of foreign exchange exposure and hedging
against such risk.

Course Syllabus

Group I:
International Finance: Major dimensions and recent trends in the globalised financial
markets. Foreign Exchange Market: Organization, Spot market and Forward market,
Currency Quotes, Spread, Spot rates, Forward rates, Cross rates. Forward Contracts and
their significant features, Premium and Discounts. International Parity Relationships and
Forecasting Foreign Exchange Rates: Exchange Rate Theories (PPP, IRP, IFE). Currency
Futures, Currency Options and Swaps.

Group II:
Foreign Exchange Exposure and Management, Types of Exposure: Transaction Exposure,
Translation Exposure and Economic Exposure. Measurement of Exposure, Strategies for
Exposure Management. Exposure Management Techniques. Parameters and Constraints
on Exposure Management. Cost of Capital for Foreign Investments. Capital Budgeting for
MNCs. Financing Foreign Trade. Multinational Cash Management. International Taxation
Environment.

Recommended Texts

 Michael S. Eun and Bruce G. Rusnick, International Financial Management, Tata

McGraw-Hill Publishing Co. Ltd., New Delhi, 3rd Edition, 2004.
 Levi, Maurice D., International Finance: Rutledge, UK, 5th Edition 2009
 Alan C.Shapiro , Multinational Financial Management, Wiley India Pvt. Ltd. Ninth
Edition 2012.
 Julian Walmsley, The Foreign Exchange and Money Markets Guide, John Wiley &
Sons, New York, 2nd Edition, 2000.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

 14
MBA Part-II (Semester-III)

314 International Marketing

Course Overview

The course has been developed so as to acquaint the students with environment,
procedural, institutional and decisional aspects of International Marketing.

Course Syllabus

Group I:
Nature & Scope of International Marketing, its differentiation from domestic marketing.
Economic environment in International Marketing. Emergence of trading blocks like E. U.
and steps/stages involved in their formation (Customs union to common currency).
Constraints in International marketing, i.e. Tariff and Non-Tariff Barriers, Fiscal and Non-
Fiscal Barriers. Role of International Institutions like IMF, WTO, IBRD. Bilateral
agreements.
India and World trade, Export & Import policy. Direction and Quantum of India’s Exports.
Group II:
Institutional infrastructural framework for export promotion in India, i.e. EPCs, ECGC,
Commodity Boards etc. Registration, Production and clearance of goods for exports.
Shipping and Transportation. Documentation for Exports. International Marketing mix-
identification of markets, International Product life-Cycle, Promotion and Pricing in
International marketing. Various forms of International business- Joint-ventures, Turnkey
projects.

Recommended Texts

 Onkvisit, Shaw, International Marketing-Analysis and Strategy, Prentice-Hall of

India, New Delhi, 4th Edition, 2004.
 Subash C. Jain, International Marketing, Thomson Learning, Mumbai, 6th Edition.
 Philip R. Cateora and John L. Graham, International Marketing, McGraw Hill
Company, 12th Edition, 2004.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

 15
MBA Part-II (Semester-III)

317 Management of Retail Organisation

Course Overview

The objective of this course is to introduce students to the basic scope, benefits and
types of retailers; and understand the steps involved in designing an appropriate retail
organization structure.

Course Syllabus

Group I:
Retailing-Definition and Scope. Retailer's Role in Distribution Channels - Benefits of
Retailing, Benefits to Customers, Benefits to manufacturers and wholesalers, Benefits to
the economy. Evolution of Retailing-Factors behind the change of Indian retailing
industry.
Theories of Institutional Change - Wheels of Retailing, Dialectic Process, Retail
Accordion, Natural Selection.
Group II:
Classification of Retailers – Store-based retailers, Non-store Retailer. Retailing
Environment - Economic environment, Legal environment, Technological environment,
Competitive environment. Designing a Retail Organization Structure - Defining
Organisational objectives, Identifying Organisational tasks. Forms of Retail organization –
levels of organization. Retail Organization Structures - Independent store organizational
structure, Department store organizational structure, Chain store organisational
structure.

Recommended Texts

 Berman B. and Evans J. R., Retail Management, Pearson Education, New Delhi,
2002.
 Michael Levy M. and Barton A. Weitz, Retailing Management, Tata McGraw-Hill
Publishing Co. Ltd., New Delhi, 2006.
 Lamba A. J., The Art of Retailing, Tata McGraw-Hill Publishing Co. Ltd., New Delhi,
2003.
 David Gilbert, Retail Marketing Management, Pearson Education, New Delhi, 2003.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala

 16
MBA Part-II (Semester-III)

318 Retail Consumer Behaviour

Course Overview

The objective of this course is to understand the role of retail customer in the success of
a retail store; and understand the service quality in retail stores.

Course Syllabus

Group I:
Demographic Analysis - Age distribution population, Income Urbanization, shrinking
household, working women, diversified minorities. Consumer Buying Behavior - Buying
considerations, Buying situations, Buying centers, Buying influences, Consumer Buying
Process, Types of consumer decision - making, buying scenes.
Geographic Analysis – regional market, metro geography, non-metro geography.
Group II:
Gaining Strategic advantage through customer service – nature of customer service,
customer service strategies. Customer Evaluation of Service Quality - Gaps Model for
improving the Quality of Service - knowledge gap, standards gap, delivery gap,
communications gap. Service Recovery-listening to the customer, providing a fair
solution, resolving problems quickly.

Recommended Texts

 Schiffman and Kanuk, Consumer Behaviour, Prentice Hall of India, New Delhi, 8th
Edition, 2003.
 Hall Louden, D. & Della Bitta, Consumer Behaviour, McGraw-Hill Publishing
Company, New York, 3rd Edition.
 Berman B. and Evans J. R., Retail Management, Pearson Education, New Delhi,
2002.

Instructions

The external paper will carry 50 marks and would be of three hours duration. The
question paper will be divided into three groups, i.e., I, II, III. The question paper will
consist of four questions each in group I and II. Each question in these groups carries 10
marks. Candidates will be required to attempt four questions in all from section I and II
selecting not more than two questions from each of these group. The III group shall be a
case study of 10 marks and shall be compulsory.
The internal paper will carry 50 marks and it will be distributed as follows:
Two Mid-Semester Tests each carrying 10 marks (Total 20 marks)
Two written Assignments/ Project work each carrying 10 marks (Total 20 marks)
Class Participation and Attendance to be of 10 marks

School of Management Studies, Punjabi University, Patiala