Syllabus Manual – Semester II

MBA Program AY 2012 – 14 Batch

II Semester Subjects

Code Subject Credit

s Faculty

10JBS201 Business Research Methods 6 S N Murthy & Veena Venugopal

10JBS202 Corporate Finance 6 R Narayanswamy

10JBS203 Consumer Behaviour 6 B S Prakash

10JBS204 Corporate Strategy 6 Vijay Francis Rego

10JBS205 International Business 6 R Srinivasan

10JBS206 Quality & productivity Mgt. 3 G S Vijaya

10JBS207 Business Analytics 3 Divya Kshathriya

10JBS208 Human Resource Management 3 Dr. Premalatha U M

Summer Internship & Management Research Project

10JBS209 Report & Viva Voce 3

Total 42

10JBS201 - Business Research Methods

Faculty

Prof. S.N. Murthy Educational Qualifications: B.E., PGDM (IIM Kolkata) Industry & Academic Experience: 37 Years He qualified as an Electrical Engineer from Mysore University and went on to complete his management degree in Marketing from IIM, Kolkata. For over 25 years, he worked with many multinationals such as GKW, L&T and SKF at senior levels as a Profit Center Head (General Manager). He has travelled widely across India and the Globe in connection with Technology transfer, Quality control and paper presentations. He has wide experience in the area of manufacturing, quality and marketing, being primarily responsible for establishment of export market and quality control certification for global operations. In recognition of his good work, Prof. S. N. Murthy received the prestigious Q.S.A Club 1 Award for Global Quality Assurance. As an educator, his core area of interest is Marketing and allied subjects. He has seven years of academic and research experience and has authored several management books which have been recommended by Universities for MBA courses.

Prof. Veena Venugopal Educational Qualifications: BBM, MBA, M.PHIL Academic Experience: 12 Years Having more than a decade of experience in teaching and research, she has worked with various institutions at the university levels holding responsibilities towards examination management and curriculum building. A university rank holder during her MBA, she went on to pursue her M. Phil in Entrepreneurship. Teaching has been her passion and her interests are varied over several areas including marketing and Indian economy. She is also a visiting professor at few management schools in Bangalore. She assists management schools for student selection programs and also towards academic requirements including content development. She has taken up the responsibility of conducting research work for many corporates on marketing and other related areas.

Learning outcome:

At the end of the course students will be able to conceive and execute business

research in the marketing area in particular and in any area of management in general

using the tools and research methods learnt in this course.

Module – 1 : Introduction to Business Research

Meaning and definitions of Research, Relevance and significance of business research

– Types – Approaches – Research process – Research problem formulation - Research

design - Research Objectives- Research Hypothesis-Process in research reports writing

and dissemination of research findings.

Module – 2: Research Design

Nature and classification of research design – Types of experimental design - Validity of

research Design-Review of Literature-Data collection methods – Primary Data,

Secondary data – Data validation

Module – 3: Scaling and Measurement Techniques

Measurement Techniques- Types of measurements- Scaling Techniques- Different

Scales – Different methods of measurement- Developing scales – Classification of

scales – Rating Scales – Attitude Scales – Likert scale – Types of errors in

measurement – Test of Reliability

Module – 4: Fundamentals of Marketing Research

Definition of Marketing research, significance of marketing research, Marketing research

process, Marketing planning and research proposal. Market potential analysis, demand

forecasting, sales forecasting.

Module – 5: Product and Brand Research

New Product research – Product line research, Individual product research, new

product development process, Morphological analysis, product testing, Test marketing,

Brand recognition, Brand recall and Brand image analysis- Number index method for

Brand performance, Brand equity analysis using weighted average and performance

scores.

Module – 6: Applications of Descriptive Analytical tools in Business Research

Applications of central tendency in Business Research– Mean- Median – Mode-

Applications of measures of Dispersion in Business Research- Mean Deviation-

Standard Deviation – Variance - Coefficient of Variation - Cross Tabulation in Univariate

analysis – Testing of Hypothesis in Univariate analysis

Module – 7: Exploratory Approach to Marketing Research

Competitive advantage – Market based and process based research, Export marketing

research – classification, scope, information requirements, use of secondary data, Rural

marketing research, Data base marketing, E-commerce research and Market

segmentation research-Customer satisfaction survey, pricing research, promotion

research – Advertising research – pre and post advertising research, Media research,

sales promotion research. Distribution research, Retail audit

Module – 8: Applications of Inferential statistical tools in Business Research

Applications of Correlation analysis – Caustion and Correlation - Regression analysis –

Simple Regression analysis- Multiple Regression analysis – Applications of Regression

analysis in Business Research – Time Series analysis – Testing of Hypothesis and

Inferences in Multivariate Analysis

Module – 9: Applications of Data Reduction Techniques in Business Research

Cluster analysis – Applications in Business Research – Factor Analysis – Applications

in Business research – Principal Component analysis- Applications in Business

research -Conjoint Analysis – Applications in business research

Text Book:

Aaker, David A; Kumar V & Day, George. Marketing research, Wiley Publication,

Seventh edition.

Reference Books

Boyd, Harper W. Marketing Research, A I T B S, Sixth edition.

Zikmund, Wiliam G. Marketing Research, South-Western, Cengage Learning

10JBS202 - Corporate Finance

Faculty Prof. R. Narayanaswamy Educational Qualifications: M. Com., MBA Industry & Academic Experience: 16 Years Prof. R. Narayanaswamy is a Certified Personal Financial Advisor, an Associate Financial Planner – Investments Planning (as certified by Financial Standards Board India) and an Adjunct Associate Professor (Finance) at various reputed institutions. He is also a Lead Trainer for NMIMS - MBA Research joint program on Equity Research and Corporate Valuation. After his active Industry association with leading Non-Banking Finance Companies for six years in the field of financial consulting (for SMEs), he became an independent Consultant and Trainer and conducts his own consulting, training and teaching assignments with various Corporates, being involved in corporate training programs with various reputed companies like EValueServe Oracle, Wipro, HAL, Geojit Securities, etc.. As a part of Corporate-academia interface, he associated with ICICI Bank sponsored program on “Wealth Management” at Pattaya, Thailand to develop training material for their Private Banking division. In addition to Corporate Development, he teaches a myriad of subjects to B-Schools including - Equity Research and Corporate Valuation, Accounting (Financial, Cost & Management), Financial Management, Security Analysis & Portfolio Management, Wealth Management, International Finance, Derivatives & Project Finance. He has conducted programs on varied topics like Financial Modeling, Equity Research, Financial Planning and Wealth Management, Hedge funds, Private Equity, Alternative Investments Market, Investment Strategies, Contrarian Investing, Mutual funds, Buffettology, Derivatives, career opportunities in finance, etc in various business schools and forums.

Level of knowledge: Managerial

Learning Outcomes:

(a) Conversant with the nuances of finance in the context of corporations

(b) Discussing the interrelationships between decisions concerning investment,

financing and dividends

(c) Evaluation of the financing requirements of an organisation, measurement of cost of

capital, choice of capital structure, EBIT Analysis, capital structure theories

(d) Familiarize long term investment decisions, cash flow estimation, discounting,

investment appraisal methods

(e) Understanding nuances of working capital management

(f) Studying dividend theory and practice

MODULE -1

Corporate Financial Management, objectives of financial management – profit

maximization and wealth maximization. Finance function, CFO’s role, Treasury and

Controller, Financial intermediation, agency cost, Indian financial system’s environment,

and regulatory framework.

MODULE - 2

Time value of money, Financial Planning, Financing alternatives – equity, preference,

debentures, term loans, Leverages-financial/operating/composite, EPS-EBIT

relationships

MODULE - 3

Financing decision: cost of capital, specific cost of capital, WACC, marginal cost of

capital, IPOs, FPOs, Grading of equity issue, Book Building, ASBA, DRHP, Repurchase

of shares and Reverse book building, Underwriting

MODULE - 4

Capital Structure, theories of capital structure, MM’s theory, Traditional theory, signaling

theory etc. Capital structure in practice. A survey of Indian firms’ and Multinationals’

capital structures

MODULE - 5

Long Term Investment decisions: Capital budgeting, importance and process,

techniques of evaluating projects, Net present value, Internal rate of return, MIRR,

Profitability index, Payback period, pay back period and Discounted pay back period ,

Accounting rate of return. Concept of different cash flows, outflow, operating inflow,

terminating inflows, cash flows for replacement projects, Risk Analysis of Capital

Budgeting, Leasing – Types and Evaluation of leasing versus buying

MODULE - 6

Bonds – Valuation and Theorems, Equity valuation

MODULE - 7

Overview of Working Capital Management and dividend decision: Factors influencing

Working Capital Management, Working Capital estimation, Operating cycle and cash

cycle, JIT

MODULE - 8

Overview of dividend theories forms of dividend, factors influencing dividend decision,

dividend decision in practice, Bonus shares, Book Closure, Record date.

Text Books:

1. Prasanna Chandra, Financial Management, Theory and practice, TMH

2. Allen, Franklin & Mohanty, Pitabas; Myers, Stewart C; Brealey, Richard, Principles of

Corporate Finance, Tata Macgraw-Hill

3. Aswath Damodaran. Corporate Finance Theory And Practice, Wiley India (P) Ltd, 2nd

Edition.

4. Brigham, Eugene F; Ehrhardt, Michael C. Financial Management: Theory and

Practice, Thomson South Western, 11th edition.

References Books:

1. Van Horne, James C. Financial Management and Policy, Pearson Education, 12th

edition.

2. Jonathan Berk, Financial Management, Pearson Publications, 1st Edition

10JBS203 - CONSUMER BEHAVIOUR

Faculty Prof. B. S. Prakash Education Qualifications: M.Sc, PGDBA (IIM Ahmedabad) Industry and Academic Experience: 35 Years Prof. B. S. Prakash has an excellent academic career with a gold medal in M.Sc. & National Merit Scholarship in IIM Ahmedabad. He holds over 30 years experience in industry with 16 years in National Marketing, 6 years in International Marketing plus 8 years as a CEO. He has widely travelled and so brings into the classroom his experience of marketing across the globe. He has been a visiting faculty in many reputed B-Schools. He has also been writing course ware for many marketing subjects. His ability to relate the theoretical concepts with his industry experience while teaching, has won him many accolades from the student fraternity.

Learning Objectives:

At the end of the course students will be able to understand and apply in a business

situation:

– Factors that influence consumer behaviour – both internal and external factors

– Factors that aids in Consumer decisions

Syllabus Contents:

Module-1:

Internal Influences of Consumer Behaviour : Consumer as an Individual –

Motivation, Personality and Perception

Definition of Consumer Behaviour: The CB Model, applications of CB, multi

disciplinary nature of CB

Module-2:

Consumer Motivation:

Needs, goals and interdependence, Positive and negative motivation, Rational Vs.

Emotional motives, Hierarchy of needs and applications in segmentation and positioning

Module-3:

Personality

Theories of Personality, Consumer Innovativeness and Personality traits, Consumer

Materialism, Fixated consumption behaviour and compulsive consumption behaviour,

Consumer ethnocentrism, Brand personality, Self and self image

Module-4:

Consumer Perception

Absolute threshold, differential threshold and subliminal perception,; Perceptual

selection, perceptual organisation and perceptual interpretation; Applications :

Positioning and re - positioning, perceived price and perceived quality

Digital Revolution and its impact on consumer behaviour – customized marketing

and customization of products and services, online shopping, mobile based marketing,

impact of social media

Module-5:

Internal Influences of Consumer Behaviour : Consumer as an Individual – Learning

and Attitudes

Consumer Learning

Behavioural Learning Theories – Classical Conditioning, Instrumental Conditioning and

Observational Learning; Cognitive Learning Theory - Involvement Theory

Consumer Attitudes

Attitude Models - The Attitude Toward Object Model, The Attitude Toward Behaviour

Model, Theory Of Reasoned Action Model, Theory Of Trying to Consume, Attitude

toward the Ad Model; Attitude change strategies; Cognitive Dissonance Theory;

Attribution Theory

Module-6:

External Influences of Consumer Behaviour: Consumer and their Social Settings :

Group dynamics and Consumer Reference groups

Type of groups, Factors that affect reference group influence, Group reference appeals

The Family

Consumer Socialisation Process, Family Decision Making Process, Family Life Cycle

Social class and Consumer behavior

Characteristics, Categories, Social class Vs. consumer behaviour

Module- 7:

External Influences of Consumer Behaviour : Consumer and their Cultural Settings

The influence of Culture, Sub-Culture and Cross-Cultural factors on Consumer

behavior; Values, beliefs and customs, Characteristics of culture, Sub cultures in India,

Cross cultural consumer behaviour - Marketing Applications – World Brand, Global

brands and the impact on culture, pyschographics, cross-cultural psychographic

segmentation.

Module-8:

The Consumer Decision-making Process

Personal Influence – Opinion Leadership process, Motivation Behind Opinion

Leadership,

Characteristics of Opinion Leader, Applications of Opinion Leadership,

Other dimensions in personal influence/ WOM/ Opinion Leadership

Diffusion of Innovations

Types of Innovation, Factors Influencing Diffusion/ Spread of innovation, Adopter

Categories Vs. Promotion Strategies, Innovation Analysis & Diffusion Enhancement

Strategies

Consumer decision Making: Choosing and Consuming

Levels of Consumer Decision Making, Models of Consumer Views, Consumer Decision

Making Model

Module-9:

Consumer Rights and Consumer Protection – Consumer movement, consumer

rights, consumer protection , Consumer Protection Act in India

Module-10:

Consumer Behaviour Metrics – Measurement of dimensions of consumer behaviour,

Analytics and its impact on Marketing particularly Advertising, tools and techniques

Text Book

1. Leon G Schiffman & Leslie Lazar Kanuk, Consumer Behavior, PHI, New Delhi

Reference Books:

1. David L Loudon & Albert J Della Bitta, Consumer Behavior, TMH, New Delhi

2. Hawkins, Best & Coney, Consumer Behavior, TMH, New Delhi

3. Assael, Henry, Consumer Behavior and Marketing Action, Cengage Learning

4. Rama Bijapurkar, We are Like that only, Penguin Publishers, 2009

5. Predictably Irrational, Dan Ariely, Harpan Collins, 2008.

10JBS204 - CORPORATE STRATEGY

Faculty

Prof. Vijay Francis Rego Educational Qualifications: BBM, MBA Industry & Academic Experience: 17 years Prof. Vijay Francis Rego is an MBA graduate from TAPMI, Manipal and has done a Certificate course in Apparel Technology from NIFT, New Delhi. In addition, he has attended Training course at Manipal University for Entrepreneurship teachers, held in conjunction with SIDBI and EDII. He has been employed at middle and senior management positions in corporates within India and overseas including Gap Inc, Lacoste, Color Plus, Kaybee Exim and his own entrepreneurial venture Riverdale Fashions. His functional areas of operations include sourcing, manufacturing, supply chain, marketing and retail functions. He is a visiting faculty at reputed management institutes in the area of Entrepreneurship, Strategy and Marketing.

Learning outcomes:

At the end of the course students will be able to:

Evaluate choices available in strategy formulation

Apply models and principles learnt to decision making situations

Syllabus Contents:

Module-1 Introduction to corporate strategy

Meaning of Strategy

Need for Strategy

The Basic Planning Model - Vision, Mission and Objectives

Module-2 Strategic Analysis

External Analysis: Identification of Opportunities & Threats

Internal Analysis: Strengths and Weaknesses

SWOT Analysis

Module-3 Industry Analysis

Sector, Segment and Industry

Porter’s 5- Force Theory

Resource based view – Resources, Capabilities and Competitive

Advantage.

Generic Strategies – Cost, Price and Value

Module-4 Functional and Business Level Strategies

Functional Level Strategy –Efficiency, Innovation, Quality and Customer

Responsiveness.

Cost Reduction and Value Enhancement

Business Level Strategy – Positioning Business against Rivals,

Key Success Factors

Growth Strategies – Ansoff Matrix

First Mover Advantages and Disadvantages

Module-5 Corporate Level Strategies

Portfolio Management – BCG Matrix, GE Matrix, Vertical Integration, Strategic

Outsourcing, Diversification. Core Competance Theory for Diversification – CK

Prahlad

Module-6 Organizational Structure for Strategy

Basic Structures – Single Industry, Matrix, Business Unit Organization and

Holding Companies

Mckinsey 7–S Model

Stake Holders - Stake Holders Impact Analysis

Module-7 Global Level Strategies

Types of Strategies – Global, International, Multi Domestic and Transnational

Strategy.

Foreign Market Entry Modes

Module-8 Strategy Evaluation

Evaluation at Corporate, Business and Functional Level.

Financial Evaluation, Du Pont Model

Balanced Score Card

Module-9 Strategic Change

Understanding the type of Change

Change Process

Role of CEO and Managers in the Change Process

Text Book:

1. Gerry Johnson and Kevan Scholes, Exploring corporate strategy, Prentice Hall India

2. Charles Hill and Gareth Jones, Cases in Strategic Management, AIPD,

Reference Books:

1. Kaplan, Robert S, Strategy Maps: Converting Intangible Assets Into Tangible Outco

mes, Massachusetts

10JBS205 – INTERNATIONAL BUSINESS

Faculty

Prof. R. Srinivasan Educational Qualifications: BE, PGDIT (IIFT, New Delhi) Industry & Academic Experience: 25 Years Prof. R. Srinivasan holds twenty five years experience in International Trade and Business, Marketing, Operations, Consultancy and Teaching. He has extensive experience in all facets of operations: Business development, Market development, Commercial, Merchandising, Quality, Vendor Management, Principals Management and Execution. He has worked for companies such as Hindustan Aeronautics Ltd., Carborundum Universal Ltd, Ambadi Trading, NavaBharat Group, Eicher Ltd, Elefanten GmbH Germany (India), and Krysalis Consultancy Services. He has been associated for the past five years in empirical study and as a visiting faculty of marketing in leading management Institutes in Bangalore and Chennai. He has held independent responsibilities as Profit Centre Head / Operations Head and has travelled extensively to European and South East Asian markets. His subjects of interest are Services Marketing, Integrated Marketing Communication, International Marketing, International Business/ Foreign Trade- Exports & Imports, documentation, Production & Operations Management.

Learning Objectives:

At the end of this course, students will be able to understand:

1. The dimensions of international business

2. How & why international trade improves the welfare of all the countries

3. The types of economic integration among all the countries

4. The key forces that drive the globalization

5. The modes of entry into international markets and Forex operations

Syllabus Content:

Module 1: The International Business Environment

International business environment – Cultural aspects, values and norms, social

structure, religious and ethical systems, language, education, implications of cultural

differences on business. Political and legal factors – political systems, legal systems,

economic factors, the determinants of economic development, ethical issues in

international business.

Module 2: Entry Strategies for International Business

Modes of International Business, New Product – Market types - Matrix structure for

market entry, : International Market Entry strategies - Direct Non collaborative

arrangements, Collaborative arrangements – Licensing, Franchising, Management

Contracts, Turnkey operations, Joint Ventures, Equity alliances, Problems in

collaborative arrangements.

Module 3: Evolution of Trade and investment Theories for Business Advantage

Mercantilism, Theory of absolute advantage, Comparative advantage theory, Hecksher

– Ohlin theory, Product life cycle theory, porter’s diamond Theory. Implications for

international business.

Module 4: Trade policies, Global trade regulation & economic integration

Instruments of international trade policy – tariffs, subsidies, local content

requirements, administrative policies, anti dumping policies. Global Trade Regulation –

ITO, GATT, WTO. Economic Integration and co-operative agreements EU, NAFTA,

ASEAN, SAPTA.

Module 5: Multi national enterprises and Global functions

Organization for international business – TNCs, MNCs, MNEs, Organization structure,

Merits and demerits. Global manufacturing and supply chain management. Global

Human Resource Management.

Module 6: International Investments

Global strategic planning, Internal analysis – choice of competitive strategy, country &

market choice. Investment strategies for making investments in India & China.

Module 7: Role of Special Economic Zones

Role of SEZs in India, China, Gulf and South-East Asian countries in economic

development and global trade.

Module 8: Forex Management for International Business

The multinational finance function, Forex : Introduction, Major Forex Markets, Forex

trading process, Balance of trade, currency convertibility.

Text Books:

1. John Daniels, Lee Radbaugh, Daniel Sullivan, International Business – Environment

& Operations, Pearson Educations.

2. Charles W.L. Hill, International Business, TMH

3. Czinkota, Michael R; International Business, Thomson South Western

Reference Books:

1. Cullen, John B; Multinational Management: A strategic approach, South-Western

2. Luo, Yadong;Shenkar, International business, John Wiely & Sons

3. Anant K Sundaram and J Stewart Black, The International Business Environment:

Text and Cases .Prentice Hall India, New Delhi

4. International Marketing- Tenth Edition by Philip R. Cateora, John L Graham.

5. International Marketing- Eight Edition by Ven Tepstra & Ravisarathy.

6. Global Marketing - V Edition by Warren & Keegan

10JBS206 - QUALITY AND PRODUCTIVITY MANAGEMENT

Faculty

Prof. G.S. Vijaya Educational Qualifications: BE, MBA, PhD Industry & Academic Experience: 14 Years Prof. G. S. Vijaya started her career in academics as a faculty in the engineering domain. Over time she moved on to the management area and has worked as a faculty in many reputed institutions before she became a part of the Jain Family. She is a Life member of Indian Society for Technical Education and had also been the Technical Session Chair at the International Conference on Statistics and its Application in Management at Indian Institute of Management Kozhikode. She has the credit of presenting her papers in many national and international conferences. Her articles have been published in journals such as “Growth” Journal of the Management Training Institute, SAIL and “Business Spectrum”, a biannual magazine from Indian Academy School of Management Studies, to name a few.

Learning outcomes:

At the end of the course students will be able to explain the linkages between

Quality and Productivity Management and overall business management,

competitiveness and profitability

Explain the concepts, important tools and their applications in improvement of

Quality and Productivity Management and their importance in World Class

Management

Syllabus Contents:

Module 1: Modern Quality Management

Cost, Quality and Delivery – The big Q concept and customer-driven approach

History of TQM

Concepts of TQM and issues in implementation

Quality Systems

Module 2: Tools of Quality measurement and improvement

The seven tools of SPC

Control charts and process capabilities

Introduction to Quality Function Deployment and Benchmarking

Module 3: Concepts of Productivity Management

Definition and Basic Concepts of Productivity and measurement of Productivity

Factors Affecting Productivity Improvement

Productivity Evaluation

Techniques of Productivity Improvement

TPM

Module 4: Japanese concepts in management of Productivity and Quality

Waste Elimination; Japanese Approaches for High Productivity Management

Systems; JIT

Module 5- Strategic Productivity and Quality Management

Productivity Improvement in Manufacturing and Service Organisations;

Productivity and Competitive Advantage Interfacing Productivity with TQM,

Flexibility and Innovation.

World Class performance model and Balanced Score Card Technique

Text Books:

1. Besterfield, Total Quality Management, Pearson Education, Delhi

2. Logothetis, Managing for Total Quality, Prentice Hall India, New Delhi

Reference Books:

1. Juran J M, Juran On Planning For Quality, The Free Press

2. Schaffer, Robert. Managing Productivity, Jaico Books

3. Masaaki Imai, Kaizen. The key to Japan’s Competitive Success, McGraw Hill

4. Gopalan M R & Bicheno, John. Management Guide To Quality & Productivity,

Biztantra Dreamtech

10JBS207 – Business Analytics

Faculty Prof. Divya Kshatriya Educational Qualifications: B.Sc, MCA Industry & Academic Experience: 9 Years Prof. Divya Kshatriya brings with her a rich experience of over 9 years in teaching subjects related to Information Communication, Technology & Management (ICTM). After acquiring her Bachelor’s degree in Science and her Masters degree in Computer Administration, she gained insight in the Software Development Life Cycle during a stint at Wipro Technologies. Her academic experiences span across several renowned institutions where she has taught subjects from both the technical and management streams within the ICTM domain like Enterprise Resource Planning, Business Intelligence & Data Warehousing, e-Commerce, Management Information Systems, System Analysis & Designing, Database Management Systems, Knowledge Management and Internet Technologies.

Learning Outcomes:

At the end of the course, the student will be able to:

Apply general systems theory to design of information systems & analytics

Use IT and analytics for information system across all organizational functions.

Explain the processes and issues of analytics

Module -1 (10 Hours)

Introduction to information system concepts and emergence of analytics

Introduction to system concepts, decision-making process, types of systems, role of

information systems in business, types of business information systems and their inter-

relationships, need for competitive advantage, business intelligence value chain,

convergence of technologies & their role in digital transformation, Client Server

Architecture, Cloud Computing, Cloud Computing service models, Cloud Computing

deployment model, Cloud Computing Challenges and Issues

Module - 2 (6 Hours)

Information systems & business analytics support for managerial functions

Introduction to business analytics, types of managerial functions, organizational

structure as information networks, functional areas of management within organizations,

role of information systems & analytics in finance & accounting, human resource,

manufacturing, sales & marketing, operations, supply-chain & customer relationship

management

Module – 3 (4 Hours)

Information system development and Implementation

Structured system analysis & designing (SSAD), prototyping & CASE (computer-aided

software engineering) tools for system development, software development life-cycle

methodologies: waterfall, spiral & agile, introduction to object oriented analysis & design

(OOAD)

Module - 4 (6 Hours)

Data warehousing & data mining

Introduction to data warehouse, properties, architecture; concepts of ETL (extract-

transform-load) & data marts, importance & usage of data warehouse in business

analytics, basics of data mining, evolution of data mining, data mining process,

techniques of data mining, business application areas of data mining

Module – 5 (4 Hours)

Business analytics tools and techniques

Type of business analytics – descriptive, predictive & prescriptive; tools for business

analytics: SAS, R, MS-Excel; contributions of peripheral disciplines to business

analytics, competing on business analytics, challenges of implementing business

analytics

Text Books:

1. James A O'brien, Management Information Systems, Tata Mgraw Hill

2. Competing on Analytics: The New Science of Winning by Thomas H. Davenport

and Jeaane G. Harris. Publication: Harvard Business School Press

Reference Books:

1. Kenneth, Laudon, Management Information Systems, Pearson Education, Delhi

2. Davis Gordon & Olson, Management Information System, TMH

3. Analytics at work: Smarter Decisions, Better Results by Thomas H. Davenport

and Jeanne G.Harris: Publication: Harvard Business School Press.

10JBS208 – Human Resource Management

Faculty Dr. U. M. Premalatha Educational Qualifications: MBA, M.Phil, Ph.D Industry & Academic Experience: 12 Years Dr. U. M. Premalatha is a Professor in Finance and HRM – qualified as a Ph.D. in Entrepreneurship Management. She has also done QIP short term Course on “Business Research Methods” at IIT, Kharagpur. She has written articles for Global Journal of Arts and Management, International Journal of Management Research, Zenith International Journal of Multidisciplinary Research, Soft Skills Journal of ICFAI, and COMEDEX Times. She has presented various research and conceptual papers on HRM, Entrepreneurship and General Management in national and international conferences held in India and abroad. She is a Member of Board of Studies for the Integrated Programme on Management and Board of Examiners for the PGDM Programme of B-Schools, Bangalore. She is a research guide for Ph.D scholars of Jain University, Bangalore. She has written study materials for various courses and is authoring a book on Advanced Financial Management and Entrepreneurship Management.

Learning Outcomes:

At the end of the course:

1. The student would have understood the different components of Human resources

management

2. The student will have in-depth knowledge about the HRM functions and their linkage

with other functional areas.

Syllabus:

Module 1

Significance of HRM; Functions of HRM; Role of the HR function

Role of the front line manager in people management; Impact of HRM on

organizational policies

Organizing the HRM function; HRM policies

Module 2:

Nature of work; the psychological contract

Human Resources Planning; estimating future human resources requirements

Talent management.

Module 3:

Job analysis; Job description; job specification; Competences

Module 4:

Recruitment strategies; defining requirements; attracting candidates; application

forms; sources and techniques of recruitment; selection procedures; interviewing

techniques; Induction.

Module 5:

Human resources development; training methods; formulating and implementing

learning and development strategies.

Performance Management; potential assessment--career planning and

development; managing rewards

Employee relations; negotiating and bargaining; employee voice; employee

health, safety and welfare

Text Book:

1. Michael Armstrong. A Handbook of Human Resource Management Practice,

Kogan Page

Reference Books & Journals:

1. Biswajeet Pattanayak. Human Resource Management, PHI

2. Srinivas R Kandula. Human resources management in practice, PHI

3. Journals - Human capital, Personnel today, Indian journal of industrial relations,

NHRD journal, Indian management and IJTD Journal.