indore management institute
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Session PlanPGDM IV semester
(2009-11 Batch)
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MARKETING
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Course Title: Product & Brand Management
Instructor: Manu Priya Gaur
Course Objective:
Today’s consumers are far more knowledge than their predecessor. They truly reflect theknowledge era in which we live. Therefore, it must be understood clearly that the
customers deserve to know the truth on all counts. The paper on issues have been
especially written to drive home the critically of understanding the new paradigm that has
opened up these areas.
ProjectThere will be a group project required for this course, the details of which will be given later.
PEDAGOGY The Paper incorporates effective pedagogy.
Lecture Discussions
Case studies- a real world situation facing managers is presented for review, debate andanalysis results in discussions & differences of opinions.
Multimedia Presentations
Internet explorations Experiential Exercise Study Assignment
Mini Project
Group Presentations
Quizzes
Session 1: Product Concepts, Marketing Environment for Product & Brand Management
Session 2: Product Planning & PLC
Session 3: Marketing Mix Factors & Products
Session 4: Product Market Strategies for Leaders, Challengers, Followers.
Session 5: Case Study
Session 6: New Product Planning & Development
Session 7: Creative Spark
Session 8: Concept & Product Testing
Session 9: Discussion on product Ideas
Session 10: Competition and BrandSession 11: Case Study
Session 12: Concept of Brand- The beginning, Brand Power, Anatomy of Brand
Session 13: Brand Evolution- Levels, Hierarchy.
Session 14: Brand positioning
Session 15: Case Study
Session 16: Brands & Consumers
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Session 17: Brand Equity, Brand Image.
Session 18: Brands Over Time
Session 19: Product & Brand Failures
Session 20: Recapitulation/ Presentation
Reference Books:
1. Product Management by S.A Chunawala, Himalaya Publishing House.
2. Product & Brand Management by U.C Mathur, Excel Books.3. Brand Management- Text & Cases by Harsh V Verma, Excel Books.
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Advertising & Sales Promotion
Instructor: Manu Priya Gaur
Course Objective: ...consistently be at the right place, at the right time, with the right message...
This is course designed to assess the numerous communication alternatives em-ployed by
organizations today. Advertising, public relations, publicity, packaging and point-of-purchasematerials are included as well as an exploration of the role communication plays in a marketing
environment. The role of advertising and sales promotion in the marketing program is
thoroughly examined. Discussions center on the communication process and consumer decision-making. Other topics covered include organization of advertising activities, determination of
objectives and budgets, creation of the message, selection of media, and evaluation and control
of the advertising and sales promotion efforts.
ProjectThere will be a group project required for this course, the details of which will be given later.
PEDAGOGY The Paper incorporates effective pedagogy.
Lecture Discussions Case studies- a real world situation facing managers is presented for review, debate and
analysis results in discussions & differences of opinions.
Multimedia Presentations Internet explorations
Experiential Exercise
Study Assignment Mini Project
Group Presentations
Quizzes
Session 1: Introduction to AdvertisingDefinitions, History, Indian Advertising campaign, Implication Advertising.
Session 2: Advertising As a Business/ As a CareerIts Purpose, Function, Concepts of Advertising Trinity, The Clients, The Advertising Agencies.
Session 3: Economic & Social Implications of Advertising
Session 4: Types & Forms of Advertising
Session 5: Defining Advertising Objectives
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Communication Objective, Sales & Advertising Objectives, DAGMAR Approach, Advertising
Objective.
Session 6: Advertising Budget
Session 7: Fundamentals of Advertising Research
Session 8: Campaign Planning & Creativity in Advertising
Session 9: Media Selection, Planning, Scheduling & StrategyMedia Characteristics, Message design. Print Media, Electronic Media, Media of New
Millennium- Internet, Outdoor & Transit Media.
Session 10: Case Study
Session 11: Message designing & Development
Session 12: Advertising Appeals
Session 13: Advertising Copy for Print & Broadcast Media. Session 14: Case Study – Vicks Action 500, Emami, Liril Ad.
Session 15: Advertising Art- Layout for Advertising
Session 16: Evaluation of Advertising Effectiveness
Session 17: Sales Promotion Introduction & Tactics
Session 18: Important Issues in Sales Promotion
Session 19: Presentation of Developed Advertisements
Session 20: Recapitulation/ Presentation
Reference Books:1. Advertising - An Introductory Text by S.A.Chunawalia (Himalaya Publishing House)
2. Advertising & Promotion - An Integrated Marketing Communications Perspective by
George E.Belch & Michael A.Belch (Tata McGraw-Hill) .
3. Advertising Management – Comncepts & Cases by MAhendra Mohan Tata Mcgraw Hill
Web sites of suggested reading or periodic review:
Advertising Age online, the best trade newspaper on the business (adage.com)
Advertisement Avenue, for downloads of ads and commercials
(www.advertisementave.com)
Adbusters magazine, for criticisms of advertising and our consumer culture
(adbusters.org)
John W. Hartman Center for Sales, Advertising & Marketing History
(scriptorium.lib.duke.edu/hartman )
Advertising Education Foundation (www.aef.com)
Advertising critic Bob Garfield's commentaries (http://adage.com/garfieldtheblog )
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HUMAN RESOURCE
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Instructor : SD Joshi
Course Title : Industrial Psychology.
Objective: The main objective of this subject is to make the students get acquainted with
the practical guidelines and career in the field of industrial psychology. This subject is
basically designed to learn and understand the behavior of the employers and employeesand their positive and negative aspects of their job. This subject envisages on the
motivational part and proper understanding of Human Being so that productivity and
efficiency of the workers and company will rapidly increase.
Session
No.
Contents
1-2 Industrial Psychology: - Nature, Scope, Importance, and Career in Industrial
Psychology.
3-4 Important Role of Industrial Psychologist in various industries.
5-6 Personality Tests Conducted By Industrial Psychologists mainly: MBTI(Myers-Briggs Type Indicator), Type “A” and Type “B” personality test.
7-8 Test conducted in selection process: TAT ( Thematic Apperception Test),
Story Completion Test, Word Association Test, Verbal Projection Test,Rorschach Test.
9-10 Understanding Employee : Role Playing Techniques and ConditionalAnalysis Of Situational Environment (CASE)
11-12 Understanding of personal factors: age, abilities, interest, job satisfaction.
13-14 Occupational Psychology: work, Counseling and training.
15-16 The work methods: hours of work, nature of work, fatigue and boredom, rest
pauses.
17-18 The nature and scope of engineering psychology, its application to industry.
19-20 Emerging role of psychologists in various field e.g. Educational
Psychologist, Social Psychologist, Clinical Psychologist, IndustrialPsychologist.
Reference books:
1. Industrial Psychology: Dr. Kumar
2. Industrial Psychology: Thomas W, Harrell
3. Industrial Psychology: Chaube (HimalayaPublishing House. Delhi)
4. Organizational Behavior: S.P. Robbins
5. Social Psychology: Baron
6. Industrial Psychology PK Ghosh and MB Ghorpade
7. Industrial Psychology: MR Shaik
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Course Title: Training and Development
Instructor: Prof. S. D. Joshi
Objective: The purpose of this course is to provide the student with information and insight in to
the Training and Development function in organizations. The Training and Development
function will be viewed from a systematic approach such that we will examine the entire cycle of Training and Development from assessment of Training needs to the evaluation of training
program me, within the context of today’s organization and the global market.
Course activities will include Group discussion and individual and team problem solvingactivities in addition to normal classroom activities.
Session
No.
Topic Content
1 & 2 Introduction to
Training &
Development
Role of Training, Role of HRD Professionals in training,
Importance of Training & Development, Definition, Nature,
Scope, Objectives and Benefits of Training.
3 &4 Analysis of Trainingneeds Organizational Analysis, Methods and Techniques of Trainingneeds, Assessment of Methods.
5 & 6 Training Design Important Considerations while designing a training program
me, Factors affecting training design, Constraints in design,Organizational Environmental constraints, Budgeting for
training.
7 & 8 Learning Definition, Nature of learning , Principles of learning,
components of learning process.
9 & 10 Case Study
11 &
12
Class Test
13 &14
Training Process Training Program me , Training Implementation, TrainingPolicies, Training Plans, Internal and external Resources.
15 &
16
Training Methods &
Techniques
Types of Training, On-and- Off the job Training, Training
approaches, Important training Methods.
17 &
18
Trainers Skills &
styles
Competence of Trainer, Communication, Questioning,
Creativity, Interpersonal , Managerial skills . Trainers roll.
19 &
20
Employee
Development
Coaching and performance skills for effective coaching, role of
HR in coaching analysis, coaching effectiveness andMentoring. Career Planning & Development.
21 &
22
Executive
Development
Introduction, Meaning , Definition, Objectives, Important,
Process and essential Principles of Executive Development and
Training.
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Reference Books :
1. Enriching Human Capital through Training & Development , Excel Books By P.C. Rao.
2. Training & Development , Published by Biztantra, Dr. B. Janakiram.
3. Training & Development , Perspectives from the service sector. The ICFAI University ,
Somati Reddy.4. Human Resource Management, Text & Cases, Tata & MC Hill publishing company by
K. Ashwathapa.
5. Human Resource Development , concept & practices , Deep & Deep Publication by prof.
Santosh Gupta and Sachin Gupta.
6. Human Resource Management, Kalyan Publisher , Sashi K Gupta & Rosy Joshi.
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FINANCE
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Subject: Derivatives
Instructor: Prof. A.K. Jain
S. No. Topic Content
1. Derivatives Definition with Examples, History of derivatives, Index &possibility of derivative on index, Various underlyingused in derivatives in India. Name of Intermediaries
running derivatives on national Level.
2. Forwards Forward Contract, Main Features of forward contract,
Uses of derivatives, Hedgers , Speculators & Arbitragers.
3. Futures Futures, Standard terms in a future contract, difference
between forward and future contract, Various
terminologies used in stock future
4. Index Futures Advantages of index futures, Use of future contracts to
speculate, square up position before expiry, Advantages
and risks of trading in futures over cash.5. Futures Practical’s of Short future in case of Bearish & long
futures in case of Bullish
6. Arbitrage & Futures Pricing futures & Arbitrage, Help of stock future to earn
risk free interest, Gain of stock future if Spot >Future (
Practicals)
7. Futures Practical’s of reverse calculation
8. Futures of Index Practical’s of Index
9. Futures Practical’s of Known Yield
10. Futures of Commodities Practical’s of Commodities
11. Futures Use of Future in Hedging- Practical’s 12. Futures Use of Index future to hedge market related risk & of its
perfection.
13. Margins Various Margins & its calculation
14. Corporate Actions Corporate Action Adjustment
15. Options What is option & its examples, Call Options & Put
Options, Exercise price or Strike Price, Option Premium,
European Option & American Option, Option in-the-
Money, At-the-Money & Out-of the Money
16. Options Hedging Strategies :- Long Stock, buy put option. Short
Stock/Have funds, Buy call Option. Speculation Strategies
:- 1. Bullish, buy calls or sell puts 2. Bearish, buy put orsell call. 3. Anticipate Volatility, make straddle or strangle
17. Options 4. Anticipate bearish volatility, make strip 5. Anticipate
bullish volatility, make strap 6. Anticipate stability, make
butterfly spread, Condor, Calendar spread 7. Bullish,Make Bull Spread 8. Bearish, Make Bear Spread
18 Options Pricing Options, Binomial pricing model, Black &Scholes Model, Put-Call Parity
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Instructor: Prof. A.K. Jain
Recommended Books :
1. S.D. Bala , Snow-White Publication, Financial Management
2. A.N. Shridhar- Financial Management
19. Swaps Interest rate swaps, Using swaps to transform liabilities &
Assets, Transforming a floating rate loan into a fixed rate
loan, Transforming a fixed rate asset in to a floating rate
asset, Absolute advantage argument for using swaps
20. Swaps Role of financial intermediary & warehousing, Currency
Swap
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Course Title: - Investment Analysis & Portfolio Management
Instructor: - Prof. A.K. Jain
S.No. Topic Content
1 Portfolio Theories Traditional Approach, ModernApproach, Dow Jones theory , Random
Walk Theory, Formula Plan, Capital
Assets Pricing Model
2. Security Market Line, BETA Practical Based on Security Market line,
calculating security beta,
CAPM valuation using CAPM
3. Risk & Return Risk & Return of a single security
Portfolio
4. Risk & Return Risk & Return of a two security portfolio
5. Risk & Return Risk & Return of a three- SecurityPortfolio,Risk & Return of a four security
portfolio,
6 Risk & Return Using Z values for portfolio analysis
7. Investment portfolio Management Multiple security portfolio and Harry
Markowitz Model, Capital Market Line,
8 Investment portfolio Management Types of Investors, Indifference curves,
Obtaining the well diversified Market
Portfolio
9 Investment portfolio Management The Characteristics Line, Differencebetween CML , CL & SML, PortfolioReturn & Risk
10. Extended CAPM Introduction , Allowance for tax effect,
The Inflation effect, Price Earning &
Market to Book value effects,
11. Extended CAPM Market Capitalization size , Liquidity ,
Multivariable and Factor valuationmodel
12 Extended CAPM Roll-Ross and their five factors,
Arbitrage pricing theory, Conclusion.
13 Portfolio selection , Revision & Evaluation Optimal Portfolio Selection ,Dominance, Safety first, G.M. , ,
14 Portfolio selection , Revision & Evaluation Portfolio Revision- Constant Amount &Variable ratio
15 Portfolio selection , Revision & Evaluation Portfolio Evaluation- SHARPE Ratio,
TRENOR Ratio , JINSEN’S ALPHA
16 Mathematics of Beta What is Beta, Adjusting the Beta for
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leverage ( The Hamada Formula ),
17 Mathematics of Beta Ascertaining the divisional beta ( Thepure Play Method )
18 Management of Bond Portfolios Valuation of Bonds, YTM, YTC &
RYTM, Macaulay’s Duration of Bonds,
Duration & Price Change, Seven goldenrules for duration of Bonds .
19. Primary Market SECURITY MARKETS: PRIMARY
AND SECONDARY MARKET,PRIMARY MARKET ROLE,
FUNCTIONS AND METHODS OF
SELLING SECURITIES IN PRIMARYMARKET; ALLOTMENT
PROCEDURE; NEW FINANCIAL
INSTRUMENTS
20.
Secondary Market
SECONDARY MARKET: ROLE,
IMPORTANCE, TYPES OFBROKERS, TRADING MECHANISM,LISTING OF SECURITIES IN
STOCK EXCHANGES, SCREEN
BASED TRADING; DEPOSITARY -ROLE AND NEED;
DEPOSITARIES ACT, 1996.
Recommended Books :
1. Strategic Financial Management , S.D. Bala, Snow White Publication
2. Financial Management, A. N. Shridhar
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INFORMATION
TECHNOLOGY
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Course Title: Computer Networks and Internet for Businesses
Instructor : Ruchi Khandelwal
COURSE OBJECTIVE:
The primary objective of the course is to familiarize the students with technologies like
networking and internet and to build skills in applying these technologies to various business
processes.
Session
No.
Contents
1-2 Introduction to Internet: Definition of networks, concepts of web page, website
and web searching (browsing), Virtual Private Network.
3-4 Concepts of data transmission channel, half duplex transmission, moderns, client
server computing,
5-6 Communication Channels – Wired Transmission, Telephone Lines, Coaxial
Cable, Microwave, Infrared, Laser, Radio communication, Satellite
Communication , Fiber Optics,
7-8 Switching Techniques – Circuit, Message, Packet switching ,
Network Topologies – Bus, Ring, Star, Mesh, Hybrid
9-10 Application of Data Communications – Information Search & retrieval,
Information Transmission, Multimedia
11-12 Introduction to OSI, TCP/IP reference models, cryptography.
13-14 Networked economy- Impact of computer networks on business, elements of
networks of networked economy,
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15-16 Infrastructure of networked economy - Hardware, Software
sharing information and resources through networks : LAN , WAN, and
wireless networks
17-18 Privacy and ethical issues in networked economy; Social and economic issues in
networked economy , future of the networked economy
19-20 Protocols – IEEE standards , VOIP etc.
Reference Books:
1. McKeown, Information Technology and the Networked Economy, Thomson Learning.
2. Forouzan, Data Communication & Networking, TMH, New Delhi.
3. Miller, Data and Network Communication, Vikas Publishing House, New Delhi.
4. Tennenbaum, Computer Networks, PHI, New Delhi.
5. Hagg., Baltzan & Philips, Business Driven Technology, TMH, New Delhi.
6. Comer, E. Douglas, Computer Networks and Internet, Pearson Education, New Delhi.
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Course Title : Introduction to DBMS and RDBMS
Instructor : Ruchi Khandelwal
Course Objectives
Databases are present in every sector of commercial, academics and virtual world. These systems
are required as the backbone of any information system, web based system, resource planning,
research activities and many other activities. The knowledge can be discover within databases by
applying data mining tools which can lead organizations to achieve the competitive advantage.
This course is an attempt to provide you with the basic information about DBMS and RDBMS
and their development. This course also provides the basic conceptual background necessary to
design and develop simple database system. The major objectives of the course are to:
Provide an introduction of DBMS and their use;
Describe the main features and function of the DBMS;
Describe the features of relational database and E-R models;
DML and DDL statements in SQL;
Draw ER diagrams;
Introduction to Advances Data base concepts like Data Mining, OLAP etc.
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Sessions Contents
1-2 Introductions : Data, Database, Database Management
Systems, Advantages and Disadvantages over File based System
3-4 DBMS Architecture, centralized and client server architecture of DBMS,
classification of DBMS
5-6 Data models: HDBMS, NDBMS, RDBMS, OODBMS.
7-8 Entity Relationship Model (E-R Model) – Entity , Attribute, Reltionships
9-10 Normalization Theory – 1NF, 2NF, 3NF, BCNF
11-12 Codd’s Rules for RDBMS
13-14 Relational Database Management Systems: Concepts of RDBMS, Components of
RDBMS,
15-16 Introduction to SQL : Data Definition language, Data Manipulation
Language, Query Language, Data Control Language
17-18 Advanced Database Concepts: Data mining, data warehousing-design, basic
principles, OLAP
19-20 Recovery of Data bases – Security, Back-up and Recovery.
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Reference Books:
1. Fundamentals of Database Systems, Third Edition, by Elmasri/Navathe , Wesley, 4th
Edition.
2. Database Concepts, Korth and Silberschatz Abraham McGraw Hall,1991
3. An introduction to Database Systems by C.J.Date
4. An introduction to Database Systems by Bipin C. Desai
5. SQL,PL/SQL ,The programming language of oracle, Ivan Bayross BPB Publication
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INTERNATIONAL
BUSINESS
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Course Title: - International Marketing
Instructor: - Prof. Mazahir saifee
S.no. Particulars Contents
1. International marketing- anintroduction
Overview, meaning and scope of international marketing
2. International marketing- an
introduction
Characteristics of international marketing
and needs of international marketing
3. International marketing- an
introduction
Advantages and importance of international
marketing.
4. International marketing- an
introduction
Importance of international marketing
cont….
5 Domestic to international Transition from domestic to international
business
6 Domestic to international Transition from domestic to international
business cont…
7 Domestic to international Levels of involvement
8. Domestic to international Problems and practices of internationalmarketing
9. International V/s domestic V/s
export marketing
International marketing V/s domestic
marketing
10. International V/s domestic V/s
export marketing
International marketing v/s export
marketing
11 Economic enviourment of
international marketing
Cultural factors, political considerations,
economic factors
12. Economic enviourment of
international marketing
Present international marketing scenario,
bilateral agreement
13 Economic enviourment of
international marketing
Multilateral trade agreement, motivation to
export
14 Reasons for export Economic reasons15 Reasons for export Effects of non tangible forces
16. International institutions World bank and its functions
17. International institutions Objectives and subsidiaries of world bank
18. Trading blocs EEC and EFTA
19. Trading blocs COMECON and ASEAN
20. Trading blocs LAFTA and ANDEAN group.
Reference books:-1. International marketing, by sak onkvisit and john j. Shaw, EEE publication.
2. International marketing by Justin Paul.
3.
International marketing by S. yuvraj, Vrinda publications.4. International marketing by R. shrinivasan, PHI India.
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The College aims to help students achieve high standards of academic work and social
behavior. We expect you to be mature in your approach and to take a large measure of
personal responsibility for your work and progress. You should feel responsible for the
welfare of all and should play a positive part in the efficient running and development of
the College. For our part, we will honor our professional commitments and do our utmost
to guide and support you, provide worthwhile educational opportunities for you andmaximize your chances of success. In return, we expect you to abide by this Code of
Conduct.
CODE OF CONDUCT FOR THE STUDENTS:
1) Timings: It is mandatory for all the students to maintain the time discipline as
per the time table provided.
a) 3 Late comings will be penalized for 1 mark deduction in internals.
b) No student would be allowed to enter the class room if faculty has already
entered in the class room; no further clarifications would be entertained
for the same.2) Punctuality: Each student is required to keep punctuality in the academic
submissions, project submissions, Presentations, Assignments. Unpunctuality would
not be entertained in any case.
3) Discipline: Students will behave honorably, ethically, and responsibly in all
academic matters both inside the classroom and in outside work related to their
courses.
Proper discipline in the college premises in expected. Uniform and Dress code is
mandatory else student would not be allowed to sit in the classroom. Undesired
behavior or Misbehavior with student or faculty will be entitled for disciplinary
actions. Every student must wear the Identity Card as long as she/he is in the
College campus.
4) Language: The medium of instruction in college & Language would be English. It
is the perquisite for the students to make themselves acquainted with the language.
Any conversation violating the above will be fined.
5) Public Behavior: Students are strictly to follow the decorum of public behavior
and avoid the use of abusive language and indecent manners in all theirinteractions. Anybody flouting the Norms of Conduct is liable to be expelled from
the college.
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6) Dress Code: Each student has to follow the dress code as informed prior. Strict
action will be taken against the offender.
7) No smoking: IMI is no smoking zone; anyone violating this would invite
disciplinary actions or suspensions as per the norms of grievance handling
committee.
8) Ragging: Ragging is strictly prohibited in the college premises. Instances of
ragging will be dealt with seriously by the anti-ragging cell.
9) Respect for the college property: It is mandatory for all the students to keep well
maintained and appointed the college property. Any rupture or breakage of the
college property will have to beard by that student(s) only else will be adjusted from
caution money.
10) Attendance: It is mandatory to maintain 85% attendance otherwise student will
be debarred from test, seminar, workshop and examinations. Students must also
attend seminars / workshops / awareness programmes organized by the college.
Every month attendance record would be appraised, defaulters list would be paste
on notice board, and also a letter would be issued to the parents of chronic
absentees.
11) Playing music on Transistors, Tape-recorders, Mobile Telephones or any other
similar gadgets with or without earphones is strictly prohibited in the College
premises. Defaulters will be punished and their instrument confiscated.
12) Loitering in corridor / in front of the main gate and in the auditorium during the
college hours is strictly prohibited.
13) The students should spend their spare time in reading room.
14) The student should read the notice board daily in order to be informed of
important information and directions.
15) To avail the library facilities, the students should obey the rules of the libraryand should not tear the pages from the books and magazines.
16) The students are requested not to enter the Director room, staff room, office and
the computer lab without permission.
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DISCIPLINAREY MEASURES
Acts of misbehavior, misconduct, indiscipline or violation of the Rules of Discipline
mentioned above are liable for one or more punishments as stated below:
1. Warning to the student.
2.
Warning to the student as well as a letter to the parents.3. Imposition of a fine.
4. Denial of library, for a specified period or for the whole Term/year.
5. Cancellation of Terms
6. Refusal of admission in the next term or academic year
7. Cancellation of admission.
8. Expulsion from the College for a specified period.
9. Rustication
For non compliance of any code of conduct the decision of Management will be final.
No further dealing would be permissible. All Rules & Regulations stated herein are
subject to change without notice.
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