Evaluation Scheme & Syllabus for

MBA Second Year

On

Choice Based Credit System

(Effective from the Session: 2017-18)

DR. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY

LUCKNOW
 Semester IV

Evaluation Scheme
S. Subject Periods
Course Title Sessional Credit
No. Code ESE Total
L T P CT TA Total

Corporate Governance :
1 RMB401 4 0 0 20 10 30 70 100 4
Values and Ethics

Entrepreneurship
2 RMB402 4 0 0 20 10 30 70 100 4
Development

Major Specialization Group

3 3 0 0 20 10 30 70 100 3
Elective 4

Major Specialization Group

4 3 0 0 20 10 30 70 100 3
Elective 5

Minor Specialization Group

5 3 0 0 20 10 30 70 100 3
Elective 3

6 RHU001 Cyber Security 3 0 0 20 10 30 70 100 3

Research Project Report and

7 RMB 451 0 0 12 60 60 140 200 7
Viva Voce

TOTAL 800 27

ESE- End Semester Examination

CA - Class Test
TA - Teacher Assessment
 Electives for MBA IV Semester (2017-18)

For major specialization, student will select all two (02) elective subjects from that group and
for minor specialization, student will select any one (01) elective subjects from that group.

Specialization Group: Human Resource

S. No. Subject Code Subject Title
1 RMBHR04 Training & Development
2 RMBHR05 Negotiation & Conflict Management

Specialization Group: Marketing

S. No. Subject Code Subject Title
1 RMBMK04 Marketing of Services
2 RMBMK05 Integrated Marketing Communication

Specialization Group: Finance

S. No. Subject Code Subject Title
1 RMBFM04 Working Capital Management
2 RMBFM05 Financial Derivatives

Specialization Group: International Business

S. No. Subject Code Subject Title
1 RMBIB04 Trading Blocks & Foreign Trade Frame Work
2 RMBIB05 Cross Cultural Management

Specialization Group: Information Technology

S. No. Subject Code Subject Title
1 RMBIT04 Database Management System
2 RMBIT05 System Analysis & Design

Specialization Group: Operations

S. No. Subject Code Subject Title
1 RMBOP04 World Class Manufacturing & Maintenance Management
2 RMBOP05 Contract and Project Management
 RMB451: Research Project Report

1. In fourth semester, the candidates will have to submit a Research Project Report on a
problem/topic (from the specialization areas) to be assigned by the department MBA under
the supervision of a core faculty member of the department. The Research Project Report
will carry 200 marks. The evaluation of the project report will be done by two examiners
(external & internal). The evaluation will consist of (1) Evaluation of Project Report(2)
Evaluation of Viva on Project. The evaluation of Project Report will comprise of 60 marks
and would be evaluated by internal guide. The evaluation of Viva Voce of Project would
comprise of 140 marks and would be evaluated by two examiners (1 external and 1
internal).The average of the marks awarded by the 2 examiners will be taken into account
for the results. In case the difference in the awards given by the examiners is 30 or more
marks, the project report will be referred to the third examiner. In such cases the average of
two closer awards (given by three examiners) will be taken into account for the results. The
report will contain the objectives and scope of the study. Research Methodology, use,
importance of the study, analysis of data collected, conclusions and recommendations. It will
contain relevant charts, diagrams and bibliography. A certificate of the supervisor and the
Head of the MBA program certifying the authenticity of the report shall be attached
therewith. The student will submit two copies of the report to the Head of MBA program.
The number of pages in the report will be 75 or more. The report should be typed in A-4 size
paper.

The parameter on which both evaluation (1 & 2) would be carried on would be on the basis
of:

The scheme of evaluation for Project Report

Evaluation Relevance of Relevance of Research Interpretation Total

Criteria Objectives with topic Methodology(20) & Analysis (60)
(20) (20)

The scheme of evaluation of Viva voce

Understanding Understanding
Evaluation of Objectives of Relevance Interpretation Presentation & Query Total
Criteria with Topic of Research & Analysis Communication Handling (140)
(30) (30) (40) skill (20) (20)

The student shall prepare the Research Project Report as per the format given in the Research
Project Report Manual as prescribed by the University.
 CORPORATE GOVERNANCE, VALUES & ETHICS

Code: RMB 401

Course Credits: 3 Teaching Hours: 36 Hrs

Course Objectives:
 To introduce the concept and importance of corporate governance
 To introduce the concept and importance of business ethics
 To know the facets of ethics management
 To know the ethical values and Indian ethos in Management.

Unit I (6 hours)
Issues, need of corporate governance code, Code of Corporate Practices, Social Responsibility
of Corporates, Corporate Social Reporting, Corporate Governance and the Role of
Board(BOD), Corporate Governance System Worldwide, Corporate Disclosure and Investor
Protection in
India.

Unit 2 (8 hours)
Code of Corporate Governance, Audit Committee, Corporate Excellence, Role of Independent
Directors, and Protection of Stakeholders, Changing Roles of Corporate Boards with changing
times, Corporate Social Responsibility.

Unit 3 (8 hours)
Moral Values and Ethics: Values – Concepts, Types and Formation of Values, Values of Indian
Managers; Managerial Excellence through Human Values; Spiritual Values. Modern Business
Ethics and Dilemmas, Conflict between personal values and organizational goals

Unit 4 (8 hours)
Business Ethics: Meaning, Definition, Nature, Importance.
Ethical Dilemma – Ethical Decision Making, Ethical Reasoning, Ethical issues, Ethics
Management – Key roles and responsibilities, Benefits of Managing Ethics in Work Place,
Code of ethics, Guidelines for developing code of ethics
Historical Perspective of Ethics – Plato, Aristotle, Benedict Spinoza, Immanuel Kant, Bhagwat Gita,
Buddhism, Sufism, Capitalism, Marxism, Socialism, Utilitarianism

Unit 5 (8 hours)
Institutionalizing of Ethics, Traditional view, Contractual theory, Stake-holders’ theory, The
Regulatory and voluntary actions. Ethics and HRM, Ethics and Marketing, Ethics in Finance
and Accounting, Ethical implications of Technology. Ethics and Information Technology.
Text books:
1. A C Fernando – Business Ethics & Corporate Governance, 2e, Pearson
2. Ghosh –Business ethics and corporate governance, McGraw-Hill
3. Kumar- Corporate Governance, Oxford University Press
4. Mandal – Ethics in business and corporate governance, 2e, McGraw-Hill

Reference Books:
1) S.S. Iyer - Managing for Value (New Age International Publishers, 2002)
2) Laura P Hartman Abha Chatterjee - Business Ethics (Tata McGraw Hill, 2007)
3) Mohapatra, Sreejesh- Case Studies in Business Ethics & Corporate Governance, 1e,
Pearson

Websites: www.clearias.com/corporategovernance/
www.managementstudyguide.com/corporate-governance.htm

Course Outcome:
After going through this course the studet will be able to:
 Have an insights into various concepts & cases related to Corporate
Governance
 Gain a deeper understanding of the various aspects, factors related to role of ethics
in Business.

EMPLOYABLE SKILLS

Skill Measurement tool

Understanding of principles of Group assignment, Case study analysis
Industrial Relations
Develop reasoning abilities for Group assignment, Case study analysis
applying the theoretical
Knowledge
Understanding of Group project, presentations
fundamentals of the relevant
legal laws
Develop a suitable legal Quiz, Debate, Case study analysis
operational framework.
 ENTREPRENEURSHIP DEVELOPMENT

Code: RMB 402

Course Credits: 3 Teaching Hours: 36 Hrs

Course Objectives:

 To provide basicunderstanding ofentrepreneurshipconcept, functions of entrepreneurs, and

problems faced by them in the real world.
 To impart understanding of basic entrepreneurial skills and knowledge, and acquaint
themwith special forms of entrepreneurial trends.
 To expose students to the entrepreneurial environment, creating awareness of business
opportunities, and familiarizing them with formal practices in effective business plan
formation.
 To provide insights to students on entrepreneurial opportunities, government support
services and government policies.
 To familiarize students with SME sector activities, venture capital financing and
international entrepreneurial opportunities.

Unit 1 (8 Hours)
Introduction: Meaning, definition and concept of entrepreneur, entrepreneurship and
entrepreneurship development. Factors affecting entrepreneurship, characteristics and skills of an
entrepreneur, entrepreneur v/s manager. Evolution of entrepreneur, Entrepreneurship, concepts of
intrapreneurship, types of entrepreneurs, functions of entrepreneur, advantages of becoming an
entrepreneur, entrepreneurial decision-process, challenges faced by entrepreneurs,common
mistakes in entrepreneurship, and changing role of entrepreneur.Women enterprises, social, and
rural entrepreneurship.

Unit 2 (9 Hours)
Entrepreneurial Finance, Assistance and Entrepreneurial Development Agencies:Estimating
financial funds requirement; Sources of finance – banks, various financial institutions (including
IFCI, ICICI, IDBI and SIDBI), financing of small scale industries in developing countries.

Role of central government and state government in promoting entrepreneurship with various
incentives, subsidies, grants, export oriented units – fiscal & tax concessions, other government
initiatives and inclusive entrepreneurial growth.Financing of small scale industries in developing
countries.Overview of MSME policy of government in India.
Role of agencies assisting entrepreneurship: DICs, SSIs, NSICs, EDII NIESBUD, NEDB,
Entrepreneurship Development Institute (EDI). New initiatives taken by government to promote
entrepreneurship in India at larger scale.

Unit 3 (8 hours)
Developing Entrepreneurial Mind-set:Idea generation- sources and methods, identification and
classification of ideas. Individual creativity: roles and process; idea to business opportunity.
Entrepreneurial motivation, meaning of entrepreneurial competencies, major entrepreneurial
competencies, developing entrepreneurial competencies. Opportunity assessment,business
opportunities in various sectors, challenges of new venture start-up, reasons for failure; how to begin
with low investment.
Unit 4 (6 hours)
Developing a Business Plan: Environmental Scanning and SWOT analysis, and. The business
plan as an entrepreneurial tool, Business Planning Process: elements of business planning,
preparation of project plan, components of an ideal business plan – market plan, financial plan,
operational plan, and, Feasibility Analysis – aspects and methods: Economic-analysis, financial
analysis, market-, and technological feasibility.

Unit 5 (5 hours)
Launching a New Venture: Steps involved in launching a business (Process charts), Various
Forms of business ownership, Registration of business units; start-up to going IPO; revival, exit
and end to a venture.

Text Books

1. Holt, David H., Entrepreneurship: New Venture Creation, Person.

2. Khanka, S.S.; Entrepreneurial Development; S. Chand and Co.

Reference Books

1. Kumar, Arya; Entrepreneurship; Pearson Education.

1. 2.Desai, Vasant; Dynamics of Entrepreneurial Development and Management; Himalaya
Publishing
2. Blundel, R. and Lockett, N.; Exploring Entrepreneurship Practices and Perspectives; Oxford
Publications.
3. Hisrich, D. Robert, Peters, Michael P. and Shepherd, Dean A.; Entrepreneurship; McGraw-Hill
Education .
4. Dollinger, M. J.; Entrepreneurship: New Venture Creation; PHI Learning.

Course Outcome:

 There will be ability tounderstand the context of entrepreneurial activities so as to undertake

them in due course of time.
 There will be ability tofocus on key strengths and potentials that students can convert into
entrepreneurial competencies for their future careers.
 They shall be able toidentify future business opportunities indifferent business environments
and plan a business process.
 They will be able toidentify and seek help from different levels and types of state and national
level agencies.
 They will be able to apply their entrepreneurial capabilities in the SME sector, deploy
knowledge of venture capital financing and exposure to international entrepreneurial
opportunities.

Sn Entrepreneurial skills Measuring Tools

1 Project Report Preparation Workshop, Discussion, & Exercise
2 Estimation of Enterprise Finance Presentation of Financial Feasibility
Report
3 New Idea Development and Discussion &Business Plan
Commercialization Presentation
 MARKETING OF SERVICES

Code: RMB MK 04
Course Credits: 3 Teaching Hours: 36 Hrs

COURSE OBJECTIVES
 To develop an understanding of the basic concepts and issues in service marketing.
 To build a working service marketing vocabulary so as to understand and discuss marketing concepts
in business settings.
 To learn about key characteristics of service and service processes, customer service experiences, the
role of internal stakeholders in service delivery, and organizational challenges of managing service.
 To strengthen the ability to justify and support decisions through information acquisition and
management.
 To provide an understanding of how service customers determine value in a service exchange and how
this translates into a satisfied customer base.

UNIT- 1 INTRODUCTION TO SERVICES MARKETING (8 hrs)

Introduction: Definition, Characteristics and Classification of Services, Difference between Product and
Services Marketing, Paradigms in Services Marketing, Present Marketing Environment, Services
Marketing Mix: Understanding the 7 P’s, Strategies for Services Marketing: Segmentation, Targeting
& Positioning, Differentiation.

UNIT- 2 UNDERSTANDING CONSUMER BEHAVIOR AND SERVICE DESIGN (7 hrs)

Understanding Consumer Behavior: Services vis-à-vis goods, Consumer Behavior in Services,
Customer Expectations and Perceptions of Services – Evaluation of services. Service Development
Design & Standards: New Service Development Process – Basic service to potential service, Customer
Defined Service Standards, Demand and Capacity Management.

UNIT- 3 DELIVERING, PRICING AND MANAGING SERVICE PROMISE (7 hrs)

Delivering Services: Role of Employees and Customers in service delivery; Role of Intermediaries,
Service process – Blue printing – Physical evidence. Pricing of Services: Pricing Considerations
and Strategies, Revenue Management. Managing Service Promise: Role of Advertising, Personal
Selling, Sales Promotion, Publicity and Public Relations.

UNIT- 4 SERVICE PERFORMANCE (7 hrs)

Evaluating Success of Service Offering: Service quality and measurement, Complaint handling,
Recovery management, Service Guarantees. Role of CRM, The Gaps Model Of Service Quality.

UNIT – 5 OVERVIEW OF CURRENT TRENDS IN SERVICE INDUSTRIES (7 hrs)

Understanding of Current Trends in Service Industries: Financial, Hospitality, Health, Telecom,
Consultancy, Logistics, Education, NGO, Public Utilities, ITES (IT enabled Services), Travel &
Tourism, e-Services and Professional Services.
Text Book

1. Services Marketing, Zeithaml Valerie and Mary Jo Bitner, Gremler & Pandit, Tata McGraw Hill.
Reference Books
1. Services Marketing, Lovelock, Christopher. PrenticeHall.
2. Services Marketing, Nargundkar, Rajendra. Tata McGraw Hill.
3. The Essence of Services Marketing, Adrian Payne. PHI.
4. Services Marketing, Ravi Shankar. Excel Publishing

COURSE Outcome

 Understand and explain the nature and scope of services marketing;

 Use critical analysis to perceive service shortcomings in reference to ingredients to create

service excellence;

 Be able to identify critical issues related to service design, such as identifying and managing
customer service experience, expectations, perceptions and outcomes

 Provide a theoretical and practical basis for assessing service performance using company
examples;

 Identify and discuss characteristics and challenges of managing service firms in the modern
world

 Discuss key linkages between marketing and other business functions in the context of
designing and operating an effective service system.

EMPLOYABLE SKILLS

Skill Measurement tool

Understanding of Presentations, Quiz
fundamentals of services
Understanding of consumer Role Play followed by discussion
behavior in services
Designing and delivering Group assignment, Case study analysis
Services
Service quality measurement Group project, presentations
Service performance analysis Quiz, Debate, Case study analysis
 Integrated Marketing Communication
Code: RMB MK 05
Course Credits: 3 Teaching Hours: 36 Hrs

COURSE OBJECTIVES : The objectives of this course .

 To provide an understanding of integrated marketing communications (IMC) and its
influences on other marketing functions and other promotional activities.
 Help to understand what advertising is and its role in advertising and brand promotion.
 Understand the importance of message design and the creativity involved in message
designing.
 Understand the concept of international advertising and media planning and strategy.
 Help in exploration of tools of promotion like sales promotion , publicity, public relation etc.

UNIT 1 (5 hours)
Marketing Communication: Objectives of Marketing Communication, Functional areas of marketing
communication. Integrated Marketing Communication (IMC): concepts and process , Factors
contributing to IMC, Role of IMC in branding, IMC Partners, Promotion Mix, Integrating IMC in
Marketing Mix ,Challenges in IMC,.

UNIT 2 (9 Hours)
Advertising Management: Meaning, Nature and Scope of Advertising, Classification of advertising,
Process of Advertising, STP Strategies for Advertising , Communication Model with reference to
Advertising, AIDA. Advertising campaigns , Fundamentals of Advertising Campaigns, The Creative
Brief ,Big Idea, Getting Creative to find the Big Idea, , Advertising Appeal. Advertising Agencies –
their role, functions, organization, Compensation, client agency relationship, Management of
Advertising Agencies.

UNIT 3 (8 Hours)
Ad Budget , Ad Appropriation .Methods of Budgeting .Measuring Effectiveness of Advertisement ,
Legal and Ethical concepts and issues in Advertising, Advertising Research. Message Design-The
Creative concept development; the creative processes of the different forms of IMC; Source of the
message, Message integration

UNIT 4 (8 Hours)
International advertising and promotion: global vs local advertising, decision areas in international
advertising, role of promotional mix elements in international marketing Media Planning and
Strategy - Media Types and their characteristics; Setting Media objectives; Steps involved in media
planning, ; Media Strategy; Cross media concept; and media research.

UNIT 5 (6 Hours)
Emerging Concepts and Issues in Marketing Communications: Programmatic, native advertsing,
video, mobile, digital , Sponsorship, Role of E-Commerce in Marketing Communication. Corporate
advertising , Advertorials and Infomercials. Public Relations – Types & Tools of PR, Sales
Promotion – Different types of Sales Promotion, Publicity – Types of Publicity, Personal Selling,
Direct marketing, Event Management, Unconventional Promotional methods
 Working Capital Management

Code: RMB FM 04
Course Credits: 3 Teaching Hours: 36 Hrs

Course Objectives:

 To have a basic understanding of the concept and importance of sound working capital
strategies of a firm.
 To have an understanding of the impact of working capital policies relating to Cash
management, inventory and receivables management on firm’s profitability.
 To gain an insight into the sources of working capital financing.

Unit- I : Introduction to Working Capital (10 Hrs)

Nature, Scope and Definition of Working Capital, Types of working Capital, Determinants of
working capital , Working Capital Cycle, Assessment and Computation of Working Capital
Requirement, Profitability–Liquidity trade-off, Working Capital Policy - Aggressive & Defensive.
Overview of Working Capital Management

Unit - II : Management of Cash and Marketable Securities (8 Hrs)

Meaning of Cash, Motives for holding cash, objectives of cash management, factors determining
cash needs, Cash Management Models, Cash Budget, Cash Management: basic strategies,
techniques and processes, Lock Box system and concentration banking, compensating balances ;
Marketable Securities: Concept, types, reasons for holding marketable securities, alternative
strategies, choice of securities; Cash Management Practices in India.

Unit - - III: Management of Receivables ( 7 Hrs)

Receivables: Nature & cost of maintaining receivables, objectives of receivables management,
factors affecting size of receivables, policies for managing accounts receivables, determination of
potential credit policy including credit analysis, credit standards, credit period, credit terms, etc;
Collection Policies; Credit Management in India.

Unit - IV: Inventory Management (7 Hrs)

Inventory: Need for monitoring & control of inventories, objectives of inventory management, Benefits
of holding inventory, risks and costs associated with inventories, Inventory Management: Minimizing
cost in inventory, Techniques of Inventory Management - Classification, order quantity, order point ,
ABC Analysis etc

Unit - V: Working Capital Financing (8 Hrs)

Need and objectives of financing of working capital, short term credit, mechanism and cost-benefit
analysis of alternative strategies for financing working capital : accrued wages and taxes, accounts
payable, trade credit, bank loans, overdrafts, bill discounting, commercial papers, certificates of
deposit, factoring, secured term loans, etc; Pattern and sources of Working Capital Financing in
India with reference to Government policies, working capital control and banking policy- Deheja
study group, chore committee , Tandon Committee.
SUGGESTED READINGS :
 Bhalla V.K - Working Capital management, Text and cases, Anmol
th
Publication, Delhi , 11 edition
 Rangrajan - Working Capital management, Excel Books
 Bhattacharya – Working Capital management , 2e, PHI
 Periasamy - Working Capital Management –Theory & Practice, Himalaya
 Rustagi - Working capital Management, Taxmann
 Sharma - Working Capital Management ,Himalaya publication

Skills Measuring tool

Ability to prepare cash budget Exercise + Workshop

Ability to Appraise various receivable policies Exercise + Workshop

Ability to apply and understand inventory

management techniques Exercise + Workshop

Course outcome:

 Evaluate comparative working capital management policies and their impact on the
firm's profitability, liquidity, risk and operating flexibility.
 Evaluate the importance of effective working capital management and its role in
meeting the firm's strategic objectives and its impact in value creation.
 Investigate funds flow cycles and their impact on working capital management
objectives.
 Compare and contrast the relative merits of alternative working capital policies and
the likely short-term and long-term impact on the firm.
 Formulate appropriate working capital management policies to achieve corporate
objectives.
 Apply corporate cash management, accounts receivable management, bank relations,
and inventory management techniques to maximize the share holders' value.
 Write a plan for a balanced integration of cash, credit and other short-term topics and
policies.
 Formulate and integrate an extended treatment on international working capital topics.
 Financial Derivatives

Code: RMB FM 05
Course Credits: 3 Teaching Hours: 36 Hrs

Course Objective:
 To make students aware of different types of Derivatives
 To develop an understanding amongst students of financial derivatives and associated
regulatory framework
 To have an understanding of the derivative tools such as options, futures and their
application to hedging.

Unit – 1
Introduction to derivatives market; Definition, Evolution and features of Derivatives, Types of
Derivatives, Forward , futures and options market, Forward market transactions , Forward
contracts , Forward market in India , Hedging with forwards.

Unit – 2
Forwards and Futures: Forward Contract, features of forward contracts Futures contract , types ,
functions , distinction between futures and forward , pricing of futures contract, Currency Futures
, Hedging in Currency Futures , Speculation and Arbitrage in Currency Futures , Pricing of
Futures, Cost of Carry Model , Application of Market Index , Index Futures in the Stock Market ,
Indian Derivatives Market.

Unit – 3
Introduction to Options , Hedging with Currency Options , Speculation and Arbitrage with Options
,Pricing Options , General Principles of Pricing , Black Scholes option pricing Model Index
Options , Hedging with Index Options, Speculation and Arbitrage with Index Options, Index
Options Market in Indian Stock Market , Use of different option strategies to mitigate the risk

Unit – 4
Financial Swaps, Managing Interest Rate Exposure, Interest Rate Swaps, Currency Swaps Interest Rate
Futures, Forward Rate Agreement

Employable skills :

Skill Measurement tool

Case study
Analysis
Derivatives & Develop a understanding of financial
derivatives and associated regulatory Framework.
understanding of the derivative tools such as options,
futures and their application to hedging. Quiz

Workshops
References :

1. Thomas Susan, Derivatives Market in India; Tata McGraw Hill

2. Financial Derivatives : Theory, Concepts and practices by S.L. Gupta, PHI, 2005.
3. Financial Derivatives by S.S.S Kumar, PHI , 2007
4. Options, Futures and other Derivatives, John C. Hull; Prentice Hall of India; New Delhi, 1997.

Websites:
1. www.bseindia.com
2. www.nseindia.com
3. www.sebi.com
4. www.careratings.com
5. www.crisil.com
6. www.icraindia.com
7. www.capitalmarket.com

Course Outcome:

Upon successful completion of this course, the student will:

 Understand how derivative securities work and how they are traded.
 Understand the principles of derivatives pricing, including the implications of arbitrage.
 Be able to price forward and futures contracts using the cost of carry model.
 Be able to value options using the binomial and Black-Scholes option pricing models.
 Be prepared to use futures and options in financial risk management, speculation and arbitrage.
 Learn important lessons from derivatives disasters.