MBA Revised & Final Syllabus’2008(For the Batch starting from Academic year

2008-2009)

4t h Semester

th
WBUT/MBA/ SEM
4 (4 Credit : 40 Hrs.)
[ MB -401] : PROJECT MANAGEMENT & ENTREPRENEURSHIP
DEVELOPMENT
Module I

25. Project Planning : Project Management scenario; Project Asset – issues & problems; Gantt Chart & LOB;
Network Analysis; PERT / CPM, Resource Monitoring & Contro l. [6L]

26. Project Buying : Projects Procurement Process, Life – cycle Costing, Project Cost Reduction methods, Project
Stores, Organization & HRD issues, Comp uterization. [4L]

27. Investment Feasibility Studies : Managing Project Resources Flo w; Project Cost – Capital & Operating;
Forecasting Inco me, Estimation of Investment & ROI, Project Evaluation, Financial Sources, Appraisal Process. [8L]

28. Issues in Project Management : Project Audit, Project Monitoring & MIS, Cost Control, Real Time Planning,
Intangibles. [3L]

29. Project Management : Case Studies [3L]

Module II

7. Entrepreneurship : Meaning & concept; psychological & social factors; conditions needed for entrepreneurship;
role of government; qualities o f a prospective entrepreneur. [2L]

8. Entrepreneurial Motivation : McClelland’s N-Ach theory; self – analysis, personal efficacy, culture & values,
risk- taking behaviour, techno logy backup. [4L]

9. Entrepreneurial Skills : Creativity , problem solving, decision making, communication, leadership quality. [2L]
10. Information : Assistance from d ifferent organizations in setting up a new venture; technology parks; industrial
corp orations; directorate of industries / cottage and small scale industries, SISI, Khadi & Village Industries
Commission, DGS & DNSIC, DGFT, how to apply for assistance – procedure, forms, procedures for obtaining contract
from Railways, Defence, P & T etc., SIDBI. [3L]
11. Preparation of Project Report : Product/service selection; feasibility report preparation [2L]
12. Case Studies : Diagnostic case studies of successful / unsuccessful entrepreneurs; key variables explaining success/
failures [3L]
Suggested Readin gs

th
Chandra, Prasanna – Projects (6 Ed ition); TMH
Clements and Gido – Effective Project Management; Tho mson Learning
rd
Clifford F. Gray and Erik W. Larson – Project Management (3 edition); TMH

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 MBA Revised & Final Syllabus’2008(For the Batch starting from Academic year
2008-2009)

Donald F. Kuratko and Richard M. Hodgetts – Entrepreneurship (7 t h edition); Thomson Learnin g

Gopalkrishnan & Ramamoorthy - Text Book of Project Management; McMillan
Nicholas – Project Managemnt fo r Business and Technology (2 nd ed ition); Pearson Education
Roy, Rajeev – Entrepreneurship; OUP
th
WBUT/MBA/ SEM
4 (4 Credit : 40 Hrs.)
[ MB -402] : STRATEGIC
MANAGEMENT
Module – I (20 hrs)

1. Strategic Management : Objectives, policies, Tools – Balanced Score Card, Strategic Management process.
[ 4L]

2. Environmental Scanning : SWOT Analysis, External Environment Analysis (Economic, Legal, Govt, Political,
Social, Geograp hic, Technical); Internal Environment Analysis - Strategic Advantage Factors (Finance, Market
Productio n, HR, R & D, etc.) [ 4L]

3. Strategic Planning : Corporate; Functional and Managerial Goal Setting; Positioning Organization, Models
for Resource Allocation, Environmental Turbulence Strategic Investment, Strategic Entry
[ 6L]

4. Formulating Strategies : Corporate, Administrative/Executive and Operating Levels, Developing Functional

Strategies – Production/Operations, Finance, Marketing, HR, Materials, R & D; BCG Matrix, Portfolio analysis.
[ 6L]

Module – II (20 hrs)

5. Implementation of Strategies : Role of Managers, Leadership, Strategic Control System and Measurement,
Structural Implementation, Functional Implementation. [ 6L]

6. Strategic Actions : Mergers, Acquisitions, Diversification, Joint Ventures, De-Merger [ 4L]

7. Evaluation of Strategy : Need, Problems, Criteria for Evaluation (Qualitative/Quantitative), Process of

Evaluation [4 L]

8. Case studies – Strategic Planning and Management [ 6L]

Readings
Ansoff, H.I. & McDonnel, E.J. : Implementing Strategic Management, Prentice-Hall
Banerjee, Bani P. : Corporate Strategies, OUP
Das, Ranjan : Crafting the Strategy, Tata McGraw Hill
Kazmi, A. : Business Policy & Strategic Management, Tata McGraw Hill
Mellahi, K.,Frynas, J.G.& Finlay, P. : Glo bal Strategic Management, OUP
Porter, Michael E. : Co mpetitive Strategy, The Free Press
Roy, Dilip : Discourses on Strategic Management, Asian Books

RD
WBUT/MBA/ SEM
3 (8 Credit : 80 Hrs.)
[ MB-403] : COMPREHENSIVE Viva Voce

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 MBA Revised & Final Syllabus’2008(For the Batch starting from Academic year
2008-2009)

Specializatio ns
th
WBUT/MBA/ SEM
4 (4 Credit : 40 Hrs.)
[ MM -404] : INTERNATIONAL
MARKETING
1 Introduction: Definition of international marketing, Domestic vs. international marketing, 3L
Benefits of international marketing, Process of internationalization, Marketing orientation of a
firm

2 Trade Theories: Basis of international trade, Principles of absolute and relative advantage, 3L
Factor endo wment theory

3 Dynamics of World Market: Identifying and satisfying global needs, Coordinating activities 4L
and recognizing constraints

4 Environment of International Marketing: Economic-cultural – culture and its 4L

characteristics, influence of culture on consumption decisions, cultural universals,
Politico- Legal – concept of multiplicity of political and legal environment, different political
and legal systems

5 International Institutio ns: (only the objectives) – WTO, World Bank, IMF, ADB, UNCTAD, 3L
EEC, SAPTA, NAFTA
etc.
6 International Product Policy: New product policy, International product life cycle, Product 4L
line policies, Branding, packaging and labeling

7 International Pricing Strategies: Factors in pricing, Alternative strategies, Forfeiting, 3L

Transfer pricing, Dumping, Counter trade

8 Distribution: Metho ds of entry into foreign markets, Foreign market channels, Global logistics 4L

9 Promotion: Global promotion mix, Standardized global communication 2L

10 Foreign Exchange: Concepts of spot rate, forward rate, arb itrage, translation; FEMA 3L

11 Procedure of Foreign Trade and Documentation: Process of importing and exporting, 3L

Documentatio n (only the purpose) – certificate of origin, bill of lading, mates receip t, letter o f
credit, line of credit

12 Case Study 4L

Readings:
Black & Sundaram: International Marketing: PHI
Doole, J. & Lowe, R.: International Marketing Strategy; Thomso n
Johansson, J.K., TMH
Joshi: International Marketing: OUP
Keegan: Global Marketing Management: Pearson
Lee, K. & Carter, S., Global Marketing management, OUP
Onkvisit & Shaw: International Marketin g – Analysis & Strategy: Pearson
Paul, J,& Kapoor, R, International Marketing, TMH
Terpestra & Sarathy: International Marketing: Harcourt College Publishers

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 MBA Revised & Final Syllabus’2008(For the Batch starting from Academic year
2008-2009)

WBUT/MBA/ th SEM

4
(4 Credit : 40 Hrs.)
[ MM -405] : SERVICE
MARKETING
1 Service Marketing: Introd uction, Need and scope of service marketing, Reasons for growth 4L
of services, Contribution to economy, Different types of service sectors – traditional and
new, Trends in service sector, Impact of technology on different service sectors

2 Service Concept: Definition, Characteristics of services, Tangibility continuum, Marketing 4L

mix for services - prod uct, price, place, promotion, physical evid ence, people & process

3 Consumer Behaviour in Service Marketing : Service Experience- moments of truth, 4L

custo mer needs, expectations, perceptions, zone of to lerance, customer satisfaction,
understanding the differences among customers

4 Service Stra tegy Planning: Understanding the customer and comp etition, Positioning 2L
services, Service triangle co ncept

5 Creating the Serv ice Product: Creating service product, Customer value hierarchy, Flower 2L
of service, Service product mix, Branding service pro ducts

6 Service Marketing Communicatio ns: Elements of promotional mix for services 1L

7 Pricing of Services: Foundations o f pricing, How service prices are different, Approaches 2L
to pricing

8 Distributing Services: Distribution in service context, Direct channels, franchising, agents 2L

and brokers, electronic channels, Strategies for effective delivery

9 Designing and Managing Services: Designing service delivery system, Service blue 2L
printing, Quality function deployment, Customer as co-producer

10 Mana ging Dema nd and Capacity: Capacity constraints, Demand patterns, Strategies for 2L
matching capacity and demand, Wait lines and reservations

11 Planning the Service Environment: Physical evidence, Servicescapes - types and role, 1L
custo mer response to environment, guidelines for servicescape strategies

12 Mana ging People: Critical importance of service employees, Problems and difficulties of 2L
bo undary-spanning roles, Strategies for delivering service q uality through people, Service
leadership and culture
13 Service Quality: Service quality, Integrated Gap model - to identify and correct quality 4L
problems, Measuring and improving service quality , blue printing

14 Different Services: Nature and characteristics of financial, hospitality, health-care, 2L

educational & professional, logistics, entertainment services and their respective marketing-
mix analysis

15 Building Custo mer Relatio nships: Goals of relationship marketing, Understanding 2L

custo mer-firm relationships, Relationship value of customers, Customer profitability
segment, Targeting right customers, Relationship development strategies, Relationship
challenges, Life-time value

16 Case Studies 4L
Readings:
Apte, G.: Service Marketing; OUP

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 MBA Revised & Final Syllabus’2008(For the Batch starting from Academic year
2008-2009)

Fitzsimmons, J A & Fitzsimmo ns, M J: Service Management; McGraw Hill

Gronroos, C.: Services management and marketing; Wiley
Haksever, C., Render, B., Russel, R., Murdick, R.: Service Management and Operations; Pearso n
Lovelock, C., Wirtz, J. & Chatterjee, J.: Services Marketing; Pearson Education
Rao, K.R.M.: Services Marketing, Pearson Education
Srinivasan R.: Services Marketing; PHI
Verma, H.V. : Services marketing, Pearson
Zeithaml,V.A., Bitner, M J, Grembler, D.D. & Pandit, A.: Service Marketing;, TMH

th
WBUT/MBA/ SEM
4 (3 Credit : 30 Hrs.)
[ MM -406] : CONSUMER
BEHAVIOUR
1 Introduction to Consumer Behaviour: Defining consumer behaviour, Impact on marketing 2L
strategies, Current trends in consumer behavior

2 Consumer Decision Process: Need recognition, information search, evaluation of 5L

alternatives, purchase decision, consumption and post-purchase evaluation, Variables that
shape decision process- ind ividual differences, psychological processes, environmental
influences, Types of decision process – complex decision making, variety seeking, impulse
buying, loyalty, degree of involvement in buying

3 Individual Characteristics: Demo graphic and psychographic characteristics and market 3L

segmentation, Personality, personal values, lifestyle concepts and measurements

4 Consumer Perception: Marketing stimuli and perception, Perceptual selection - 2L

organizatio n, interpretation, selective perception process

5 Learning and Memory: Info rmation acquisition and processing, Learnin g elements, 2L
Theories, Memory processes

6 Consumer Motivation: Nature and role of motives, Classifying mo tives, Motive arousal, 2L
Motivation and involvement

7 Self-concept: Perspective of self, Consumption and self concept, Gender roles 2L

8 Attitude: Characteristics and functions of attitude, Attitude development, Attitude theories 4L

and models, Role of belief in attitude formation, Relatio nship of attitude and behaviour,
Attitude reinforcement and change

9 Culture Subculture and Social Class: Nature of culture, Cultural values, Changing values, 2L
Cross-cultural understanding of consumer behaviour, Types o f subculture and their influence
on behaviour, Nature of social class, Social stratification

10 Reference Group Influence: Nature and typ es of reference groups, How groups influence 2L
individuals, Opinion leadership , Word-of-mouth, Innovation and diffusion

11 Family and Household: Structural and sociological variables affectin g families and 4L
households, Family life cycles, Role behaviour, Conflict resolution, Changing role of
women, Children and household consumer behaviour

12 Models of Consumer Behavio ur: Nicosia, Ho ward-Sheth & EKB 4L

13 Organizational Buying Behav iour: Organizational buyers versus consumers, Factors 2L

influencing business buying, Types of buying situations, Organizational buying process

14 Case Studies 4L

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