ELECTIVE COURSES

After the 4th semester, a student has the choice of focusing on a specific area -- Finance, Human Resources, Marketing, Operations or Systems. Students can take courses in any one of these areas, or a mix of courses offered in different areas.

A wide variety of courses are offered in every area. Managerial Value and Business Ethics, Business across Cultures, Business Process Management, Managing Change, High Technology Product Marketing, Strategic Outsourcing, Strategic Sourcing and Corporate Quality.

Listed below is the complete list of electives offered at Amrita.

Click on the course to see the objectives and content.

 

Sl. No.
Finance Electives
1
Project Appraisal & Financing
Objective
In India, large sums have been spent on various projects both in the public and private sectors that have contributed to economic growth. Project appraisal and Financing have hence become very important areas in the quest for growth. This course intends to introduce the student to the various aspects of project planning, financing, appraisal and control with particular emphasis on the appraisal practices of financial institutions and on the various avenues of financing available to promoters today.

Content
. Introduction and overview . Project Analysis and Selection - Market Analysis, Technical Analysis, Financial Analysis, Appraisal Criteria, Risk Analysis, Analysis of Real Options, Special Decision Situations, Economic Appraisal, Environmental Appraisal . Project financing - major avenues of financing, Financing of infrastructure projects . Project implementation and review
2
Corporate Taxation
Objective
This course aims at providing students with a working knowledge of the various provisions of the Income and Wealth Tax Acts with specific reference to corporate entities. While seeking to explain the changed judicial attitudes on tax-avoidance, the course also stresses the importance of honest compliance as a basic prerequisite for effective corporate functioning. Students are also provided with a working knowledge of Central Sales Tax, and Central Excise and Customs Act.

Content
. Introduction to the schemes of income and wealth tax . Concept of income and expenditure . Concept of deemed income . Taxation of business profits . Set off and carry forward of losses . Deductions allowed under the Income Tax Act to corporate entities . Concept of capital gains . Taxation of capital gains . Taxation of corporate wealth . Foreign collaborations and double taxation avoidance agreements . Concepts of tax evasion and avoidance . Judicial attitudes on tax avoidance. . Central Sales Tax Act . Central Excise Act . Customs Act.
3
Working Capital Management
Objective
The course aims at providing students with an in-depth coverage of the various aspects of working capital management. While attention would primarily be focused on giving students a management perspective of working capital, due attention would also be given to the perspective of bankers and other lenders of short term funds, in order to provide students with an integrated view of the subject.

Content
. Introduction to working capital management . Cash and marketable securities management . Cash management modules . Accounts receivable management . Inventory management . Source of working capital funds.
4
Financial Derivatives
Objective
This course is designed to introduce to the student theoretical and practical aspects of the market for futures, options and other derivatives. The focus will be on the principles of valuation, risk management and practical problem solving.

Content
. Introduction to derivatives . Futures pricing and hedging . Options and option markets . Options pricing models . Interest rate derivatives . Commodity derivatives and risk management.
5
Advanced Financial Management
Objective
The objective of this course is to familiarize the student with a wide variety of financial decision-making situations focusing on long-term financial management and value creation.

Content
. Managing strategy for value . Capital structure planning . Dividend policy and share valuation . Debt Management . Corporate risk management . Corporate valuation . Financial analysis of mergers and acquisitions . Inflation and financial management . Financial management in public sector undertakings . Sick unit rehabilitation . Financial engineering and innovations in financial instruments.
6
Investment Analysis and Portfolio Management
Objective
Investment Analysis and Portfolio Management covers both modern investment and portfolio theory and traditional approaches to investment selection and management. This course is designed to analyze the environment in which an individual will make investment decisions under uncertainty. The main objectives of the course are: To study the risk -return framework of investment related to various securities. To understand the approaches for security selection via Fundamental, Technical and Efficient market Theory. To use the Markowitz Mean Variance Model and Sharpe's Single Index model in the construction of portfolio. To develop investment strategies for an investor, construct portfolios and evaluate their performance.

Content
. Introduction to Investment Environment . Portfolio Theory . Return and Risk Basics� . Capital Allocation . Capital Asset Pricing Model . Security Analysis- Macroeconomic and Industrial Analysis, Efficient Capital Markets and Technical Analysis, Financial Statement Analysis. . Fixed Income Securities- Bond Prices and Yield, Interest Rates Structure, Managing Bond Portfolios . Options, Futures, other Derivatives . Optimal Risky Portfolio, Index Models . Active Portfolio Management-The Process of Portfolio Management- Investment Policy Statements and Asset Allocation Issues, Portfolio Performance Evaluation.
7
Currency Markets& Risks
Objective
Understanding foreign exchange markets and currency exposure is essential for the conduct of global financial operations. The course introduces the student to the theory and practice related to foreign exchange markets and the use of such markets for investing, currency speculation, arbitrage and hedging. Before discussing these markets, the international financial environment - balance of payments, exchange rate systems - and other international financial markets are presented.

Content
. Introduction . Balance of payments . International monetary system . International financial (money and capital) markets . International Investing . Foreign exchange markets - operational aspects and uses (speculation and arbitrage) . Foreign exchange markets - theoretical relationships, currency forecasting, futures . Foreign exchange markets - options; currency exposure/risk and hedges
8
Merchant Banking and Commercial Bank Management
Objective
The course familiarizes the participants with the various merchant banking activities in business such as raising capital, venture capital, credit rating, non-banking finance company, consumer finance, leasing, mutual funds etc. Further it helps to understand the operation of commercial banks and how commercial banks mitigate credit and operational risk.
The student is also exposed to how commercial banks are modifying their business models to be more effective and sustainable in the short and long-term timeframes and their recent reforms.

Content
Merchant Banking -Introduction . SEBI regulations .Sources of Corporate Finance - Equity and Debt, Management of Capital Issues, Underwriting and Brokerage, Registrar and Share Transfer Agents , Pricing and Marketing of Public Issues, Raising Foreign Capital, Venture Capital, Mergers and Takeovers, Leasing and Hire purchase, Credit Rating and Financial Information Services . Money Market Instruments - Commercial papers ,Bills Discounting , Company Fixed Deposits , Inter Corporate Investments and Loans.
Commercial Banking - Introduction . Regulatory environment . Evaluating bank Performance -The Financial Statements of Banks, Risk and returns, Financial ratios. .Asset-Liability Management . Determining and Measuring Interest Rates and Controlling Interest-Sensitive and Duration Gaps . Using Financial Futures, Options, Swaps, and Other Hedging Tools in Asset- Liability Management. Asset Backed Securities . The Investment Function in Banking , Portfolio management , Risk Management.. Lending Policies and Procedure, Consumer Loans, Loan pricing, Non performing assets . International Banking Service Options and Regulations . Mergers and Acquisitions . Managing the Process Basel II norms.
9
Management Control Systems
Objective
Management Control Systems, which are systems intended to help implement strategies, is one of the three types of planning and control processes. It is bounded on one side by strategy formulation, which is essentially unsystematic and the other side by tasks control, which can be highly structured. This course explores the various approaches to control which are widely adopted and further the focus is narrowed to examine particular issues of control encountered in different types of organization through various cases at unit level.

Content
. Management Control Environment . Nature of Management Control Systems Understanding Strategies , Behavior in Organization. . Responsibility Centers- Revenue, Expense Centers, Profit Centers. Transfer pricing, Measuring and Controlling Assets Employed. . The Management Control Process- Strategic Planning, Budget Preparation, Analyzing Financial Performance reports, Performance Measurement, Management Compensation. . Variations in Management Control- Controls for Differentiated strategies, Management control of Service, Project and Multinational Organizations
10
Quantitative Equity Modelling
Objective
The aim of this course is to introduce the students to the framework and ideas in the design of quantitative models for equity trading and investment. The course will cover techniques for model construction, as well as the definition of predictive variables. There will be several case studies of actual models designed for the U.S. equity markets.

Content
. Value . Growth and Operational Factors . Introduction to Factor Models . Zero Investment Portfolios . Regression methods for factor Evaluation . CAPM . Fama-French model . Factor Models of risk . Portfolio Optimization . Case studies of alpha models.
11
Risk and Insurance Management
Objective
The objective of this course is to introduce to students the concepts of risk, insurance & risk management and the various techniques for handling risk. The focus will be on techniques and policies used by organizations and individuals for managing risk

Content
. Basic concepts in risk management and insurance . Legal principles in risk and insurance . Personal property and liability risks . Commercial property and liability risk . Life and health risk . The insurance industry.

Sl. No.
Human Resources Electives
1
International Human Resource Management
Objective
The course will focus on the issues involved in linking HRM strategies to the business strategies of multinational firms. In the process it will discuss various theories and models that have attempted to link international business strategies and HRM strategies and also the various strategic issues involved in managing different international HRM activities.

Content
. Various approaches to IHRM . the difference between domestic HRM and international HRM . International Business Strategy . Organizational Structure and Organizational processes . first generation and second generation generation models . Theories and models linking international business strategies and HRM activity patterns . Strategic role and function of HR and key competencies for HR function . and Strategic issues involved in Staffing . Performance Management . Training and Development . Compensation . Repatriation, and Labor Relations.
2
Performance Management and Compensation
Objective
Performance management and Compensation is a compelling subject for managers binding strategy and process for leveraging best practices, methodologies and technology to manage the performance of an organization and its business network by scientifically driving the organizational resources to achieve a common set of goals and objectives. Performance management and Compensation focuses on understanding, optimizing, and aligning action and decisions and ensuring the collaboration and empowerment of all individuals across the business network. This enables all individuals to work across strategic, tactical, and operational levels to align actions to ensure optimal performance. Performance Management and Compensation is more an adaptive process for planning and implementing change than a blue print of how things should be done. The main objectives of the course therefore may be stated as: (i) Help participants understand performance management and compensation framework in organizations (ii) Build in a learning component to develop students' skills, knowledge and experience and build process skills to work collaboratively to improve or build on his or her performance to design effective relevant systems and processes in the direction.

Content
. Introduction to the course . Overview of Performance . Approaches to Performance . Performance planning and diagnosis . Performance Analysis, Review and Discussion . PMS and Competency Mapping . Assessment Centers . PMS and Balanced Score Card . PMS and TQM . Implementing PMS . Introduction to Compensation, Economic theories and compensation .Strategic perspectives to Compensation . Compensation and Consistency . Approaches to Job Evaluation . Team based compensation
3
Leadership Models,Theories and Practices
Objective
Whenever human beings work in groups and take up specific result oriented activities, then there is always a need for leaders. The leadership roles can be well-defined functional roles or sometimes situation based. In either case, the role of leaders becomes inevitable. In this sense it becomes most important to have a clear understanding of this concept. This course, as the title suggests will provide you with different models, theories and effective practices for becoming a successful leader in your future professional and personal lives.

Content
. Introduction to Leadership . Classical leadership . Traits Approach . Leadership styles Approach . Contingency Theory . Path-Goal theory. . Situational Leadership model . Case study for styles approach, contingency theory, path-goal and situational leadership model . Leader-member exchange Theory . Charismatic and transformational leadership. Introduction to contemporary theories. . Introduction to servant leadership.. Servant leadership-Models.. Discussion and presentation on the group assignment . Introduction to level 5 leadership.
4
Human Resource Planning and Development(I&II)
Objective
In the light of dynamism in the business environment, effective and efficient planning and utilization of human resources is an essential feature for sustenance and growth in organizations. Human Resource Planning and development forms an integral component in facilitate the need of organizations in this respect. Its proactive processes not only form a blue print of planning for deployment of human capital in line with organization &/or business unit strategy, but help in anticipating & preparing flexible responses to strategic requirements of the organization.
This course comprises of two important components: the Human resource planning part and the Human resource development part. Human resource planning involves establishing human resource objectives, forecasting human resource supply and demand, designing and implementing programs that would integrate the human resource objectives with the forecasts and monitoring and evaluating the implementation of the plan in sync with the organizational priorities. Human resource development involves processes and initiatives that integrate employee competencies with business strategy and includes opportunities such as employee training, employee career development, coaching, succession planning, and organization development.
The main objectives of the course therefore may be stated as: (i) Help participants understand the framework of human resource planning and development in the context of business realities (ii) Develop participants' knowledge about the processes and methodologies involved in the design of human resource planning and development and (iii) develop competence in formulating strategies for their effective implementation.

Content
. Introduction to Human Resource planning and development(HPD); Importance and Role . Process and Components of HPD . Forecasting process and methods . Reconciliation of demand and supply . Organizational change and HPD . Staffing role in HPD, components and methods . Trends in recruitment and selection . Career planning and succession planning .Training and development: Role, importance and process. Strategic planning, training and Organization Development . Learning models and approaches. Training and Development: design . Training and Development: methods and implementation . Career Development: issues and challenges . raining and Development evaluation methods and issues
5
Management of Self for Success and Happiness
Objective
TThe objective of the course is to expose the students to a wide range of the most important theories of personality as well as classic books in the field of self development that have a bearing on the development of the personality. The hope is that studying these theories and literature would enable the students to embark upon a journey towards self-empowerment, which would help them to achieve career growth with a harmonious and fulfilling personal life. An empowered self is someone who takes complete responsibility for her life and seeks to use the experiences of one's own life and of those who have gone ahead, to arrive at a place of wisdom, which enables her to tackle the challenges thrown up by both career and personal life more effectively. The course would try to help the students realize that it is better to meet the challenges of a professional life-which makes extraordinary demands on one's time and resources-with a deeper understanding of the various dynamics, which ensure happiness by achieving a balance between 'work' and 'life'.

Content
. Introduction to the overall framework of the course; The concept of 'Self'. Emotional Intelligence . Understanding and managing relationships; . causes of unhappiness . Attempts to evolve solutions for the various causes of unhappiness . Discussion of major causes for the waste of psychic energy; . enhancing the concentration levels of the mind . Carl Gustav Jung's theory of personality . Karen Horney's insights into causes and cures of dysfunctional behavioral patterns. . Sharing of critical insights gained by each of the course participants
6
Practical Principles of Leadership
Objective
Leadership is not only a set of skills but an art. This is especially true today when organisations are coping with a continuously growing demand to adapt and change. What kind of leadership creates sustainable success in a turbulent and challenging business environment? How can understanding different personality types increase leadership performance? How can a leader enable his or her followers to take initiative and be self-directed, and to realize their full potential in the organisation? How can a leader help in creating a sense of meaningfulness and commitment? How to facilitate high-quality communication? How to build high-performance teams?
As the course proceeds we try to deepen our understanding of the underlying principles that make the art of outstanding and effective leadership possible.

Content
. Introduction to the course . Self-Leadership: Goal workshop . Understanding diversity in organisations . Team Leadership . Coaching and Feedback Conclusions on Practical Principles of Leadership: My questions on leadership
7
Management Beyond Profit
Objective
The course aims to sensitize students to the problems in the lives of the disadvantaged - the ones left behind in this era of globalization. They learn about how many people are making a difference to the lives of those left behind. The course also equips students with some management tools relevant to the social sector to enable us to contribute - no contribution is too small.

Content
. Rural Poverty . Rural Research . Social Marketing . Social Entrepreneurship . Corporate Social Responsibility . NGO Management . Fundraising . Volunteer Management . Green Marketing . Field Visits to NGO . Field Projects with Disadvantaged Sections of Society
8
Business Across Cultures
Objective
The objective of this course is to develop cultural empathy and reduce the barriers to intercultural understanding. The course also helps to develop both behavioral and cognitive skills for a global manager working across cultures and helps to understand the influence of culture on organizational functions including human resource management and marketing.

Content
. What is culture . Dimensions of Culture . Intercultural Communication . Negotiating Across Cultures . Cross-cultural Marketing . Impact of Culture on Leadership and Motivation . Culture and Human Resource Management . Multicultural Teams . International Etiquette . Skills for a Global Manager.
9
Organizational Development
Objective
In today's competitive, complex, fast-paced global economy, change has become an inevitable part of organizations' life. Application of change initiatives related to continuous improvement is essential for growth and survival of an organization. Identifying the nature and significance of various impediments to organizational change, identifying the type and significance of various drivers of organizational change and relating the two are some major challenges to planned change efforts. This course is geared towards developing a better understanding of the challenges, techniques, burdens, and successes associated with initiating and implementing major changes within organizations. It describes the steps involved to effectively manage organizational change in a variety of contexts and settings and explains organizational change processes from multiple role perspectives. Therefore, the objective of the course is to give us an understanding of the nature and process of change and suggestions regarding how to meet the challenges of organizational changes.
This is a reading intensive course, and students are encouraged to reflect on their own work experiences that may provide a better understanding and aid conceptualize key points in a given context.

Content
. Introduction . Third-wave Managing and Consulting . Field Approach: .Two-Persons Dispute, Intervention Theory and Method . Organizational Culture . Socio technical System . Methods of Collecting Information Role Analysis . Power Conflict and Team Spirit . Headquarters-Field Relations . Confrontation Technique . Parallel Learning Structures . Survey-Guided Development . Self-Directed Teams . Appreciative Inquiry . Empowering People . Learning Organization . Fast Cycle OD . Creating Readiness for Change . Political Model . Rules for Change . Coaching . Successful Organizational Change . ODI in Turnaround Situations . Emerging Challenges . ODI in Indian Industry

Sl. No.
Marketing Electives
1
Sales and Distribution Management
Objective
Sales and distribution are two key components of successful strategic marketing. The major topics covered in the sales management component of the course are management of sales people, recruitment and selection of sales people, sales training and designing & organizing a sales system. The major topics covered in the distribution management component of the course are channel management, management of relationships in distribution channels and designing the most appropriate distribution strategy. There will be a special emphasis on how the concepts of sales & distribution management fit with the other components of an overall strategic marketing system. Students will be exposed to specialized cases in the area through which they will enhance their working knowledge of the different concepts in sales management.

Content
. Introduction to SDM . Role of a sales person, . Myths about a sales person, sales personality.. Persuasiveness- Key to selling.. Definition of 'Selling', Barriers to 'Buying', . Motivation for buying- theories, 'frame of reference'.. Factors influencing the choice of the suppliers. . The selling process: Prospecting, D.M. . Prospect categories and strategies for handling . Selling techniques, preparing a 'Sales Call', sales message, handling objections, convincing. . Closing the 'sale', types of closing. . Consultative selling, handling difficult customers.. Negotiations' . Sales Team handling-Ethics in selling . Overview of Physical Distribution management . Marketing Channels, Channel Planning and Management. . Warehousing, Inventory control, Logistics of distribution
2
Consumer Behaviour
Objective
The course aims at understanding consumer behavior in the social and cultural setting, its diversity and development, and the role of consumer research and behavioral models. A study of the consumer's decision-making process, the process of adoption, diffusion of innovation, consumer protection etc., from part of the course.

Content
. Introduction to consumer behavior . Consumers and market segments . Environmental influences on consumer behavior- culture, sub-culture, social class, social groups and family . Personal influence and diffusion of innovations . Individual determinants of consumer behavior- motivation and involvement, information processing, learning & memory and attitudes . Consumer decision process - problem recognition, search and evaluation, purchasing and post-purchase behavior . Modeling and researching consumer behavior . Consumerism . Organizational buyer behavior.
3
Marketing of Financial Services
Objective
The course seeks to equip the students with necessary knowledge about the products offered by the Banking, Financial Services and Insurance (BFSI) sector with a clear focus on the retail side. The students will develop a skill set of identifying the right product for the right customer along with an attitude to keep the customer's interest in the forefront always.

Content
. Financial planning process, developing goals, influencing factors, budgeting.. Savings Plan and Payment accounts, evaluating savings plans, payment methods . Consumer Credit, Types of credit, measuring credit capacity, avoiding mistakes . Insurance: property and motor vehicle insurance . Insurance: Health, disability and long term care . Insurance: Life Insurance . Investments: Fundamentals, Factors affecting the choice, asset allocation, sources of information . Investments: Buying and selling stocks, brokerage firms and account executives, Full services Vs. Discount brokerages . Investments: Mutual Funds, classification, how to buy and sell, mechanics of transaction . Investing: Real estates, precious metals, gems and collectibles . Retirement Planning . Group Presentations
4
Retail Management
Objective
For being a successful marketer in today's marketing environment, it is essential to appreciate the common and unique features of the retail sector and understand the factors, which influence successful retail management. Retail management is characterized by rapid changes in its format and practice. This course in retail management is designed to help the student to understand, synthesize and critically evaluate the main decision variables and key change drivers in the retail industry.

Content
. The retail customer . Forms of retails . Retail marketing strategy . Ret ail marketing mix . Store and non-store retailing . Retail locations . Scientific merchandising . Visual merchandising . Forecasting . Retail inventory management . Service retailing . Retail promotion strategies . Ethics in ret ailing . Case studies from a variety of product segments like apparel, food, shoes, jewellery, books, music, fashion garments, cosmetics.
5
Strategic Brand Management
Objective
Facilitate understanding of key issues in planning/evaluating brand strategies-Offer appropriate theories, models and tools to make better branding decisions.-Provide a forum for students to apply these principles. Particular emphasis is placed on understanding psychological principles at he customer level to improve managerial decision-making with respect to brands. The course also attempts to make these concepts relevant for any type of organization - public or private, large or small, goods or services, national or regional.

Content
. The course - requirements, team formation, grading systems etc., . What are strong brands? Why is it hard to build strong brands? . What is Brand Equity? Issues in managing Brand Equity . Strategic perspectives to view brand strategy . Different phases of strategic brand analysis . Dimensional elements of a strategic search . What is Brand Positioning? Essentials of Brand Positioning . What is Brand Identity? Component of Brand Identity System . What is a Value Proposition . Why have a personality? How to create brand personality . Brand Identity as a sustainable advantage . Principles of Great Advertising . Managing aging brands; Revitalizing the brand
6
Strategic Media Planning
Objective
The course aims to introduce and provide an overview of strategic media planning and buying, It helps to understand the basic concepts of media planning/ Operations and to understand how to evaluate the role/cost efficiency of media in the context of target groups and the product category. The course makes the student understand the other side of media-channels publication ratio fm , the people/ relationship factor so critical to succeed in this business and the business aspects of media -profits.

Content
. Evolution of Advertising agencies . New avatar of Media agency . Basics of media planning . Media scene in India . Media planning process . Media Plans . Media innovation . Media project briefing . Media Project Q&A . Media selling . Career in Media . Actual media strategy/Plan examples
7
Strategic Outsourcing
Objective
The Internet era has ensured the emergence of services as a major sector for global trade. Amongst service sectors, IT & ITeS are the two sunshine sectors in the global landscape today. Global Tech Spending is the prime driver for the growth of the IT industry. Global Adoption of Outsourcing is the prime driver for the ITES industry. Due to several comparative and competitive advantages, India is currently the "most favored" destination in the global map for IT and ITES sectors. Strong fundamentals and a favorable national PEST environment can only fuel the growth of the twin sectors in India in the years to come.
The paper Strategic Outsourcing analyses this global scenario of Outsourcing with a clear India-perspective in mind. Trends, drivers and challenges of the industry as a whole, platforms for firm-to firm and country to country win - win, regulatory steps currently taken to boost the industry, who is outsourcing and what (an industry Vs. process update) etc are some of the topics covered in this topical 20 hour module.

Content
. Global Emergence of Services Industry . Genesis of the Outsourcing Industry . 3 Vectors of Outsourcing Evolution . Why Outsourcing : Comparative & Competitive Advantage of Nations . Multi-factor / Multi-country SWOT analysis .India Vs. USA . A Win-Win Analysis . Summing Up . The Whys & Why nots of Outsourcing . Who is Outsourcing / What is Outsourced . IT / ITeS Statistics with a India perspective .Current Trends in the Industry .Current Drivers of the Industry .Current Challenges for the Industry .IT / ITeS - New Initiatives
8
Product Policy and Brand Management
Objective
The firm's capacity to exploit an ever-changing technology and environmental conditions is best reflected by the strength of its product line. The products determine what it sells, whom it sells to, with whom it has to compete and the capital and human resources needed for its success. This course develops an understanding of a competence in dealing with problems relating to product-market strategy formulation, product planning, new product decisions and product management.

Content
.Introduction to product policy and brand management .Product and classification of products .Conceptual issues in product management - market segmentation, positioning, differentiation, new product planning, distribution channels, pricing, advertising planning, sales management and market research . Product market analysis .Introduction to branding theory .The pursuit of differential advantage .Symbols by which we live and buy .Brand positioning, positioning success, and advertisement agencies' views on positioning .Research techniques for brand positioning .Concept of brand equity .Rules and risks of brand extension, and consumer perception on brand dimensions.
9
Integrated Marketing Communications
Objective
This course provides the student with a thorough understanding of the decision process involved in marketing communications. Apart from providing analytical skills for dealing with promotional decisions, the course will also provide an understanding of the conceptual as well as practical aspects of the subject and discuss the theoretical underpinning of these concepts. This is a very useful elective for those who want to build a career in advertising and public relations.

Content
.Introduction to marketing communications .History of marketing communications .Growth of advertising in India .Benefits of advertising .Types of advertising .Advertising organization .Advertising communication process .Objectives of advertising .Introduction to creativity concept .Construction of an advertisement .Developing and appraising advertising messages .Advertising media .Media planning .Development of a media plan .Market identification and media strategy .Budgeting for advertisement programs .Research in advertising .Evaluation of advertising effectiveness and advertising agencies .Economic &social aspects of advertising .Other tools of marketing communications viz., sales promotion, direct marketing, personal selling, and publicity & public relations .Integrated marketing communications.
10
Industrial Marketing
Objective
This course is an introduction to the specialized area of industrial marketing. It provides a view of the unique situations and conditions prevailing in the industrial marketing system where several managerial techniques can be applied. Topics such as the demand for industrial goods, marketing intelligence, components of marketing products - public, service channel, price and promotion, and marketing control are covered in the context of the industrial marketing system. Through class projects, case discussions and written reports, students are expected to apply their knowledge of marketing skills to the specific situations and conditions existing in the market for industrial products and services.

Content
. Nature and scope of industrial marketing .Industrial procurement and buying behavior .Buyer-seller relationship .Industrial market segmentation .Targeting and positioning .Product strategy and new product development .Developing markets for new industrial products .Pricing strategy .Industrial distribution strategy .Managing the industrial sales force .Industrial marketing communications .Industrial marketing planning.
11
Rural Marketing
Objective
This specialized course in marketing areas intends to open the vistas of marketing for an by rural producers and consumers. The course introduces the dimensions of rural marketing, institutional systems and potential and pitfalls. Some major cases of successful rural marketing in corporate, cooperative and entrepreneurial ventures and their unique strategies would be analyzed to provide a knowledge base for planning and working on rural marketing projects and assignments.

Content
.Rural economy -size, structure and features .Dimensions of agricultural and non-agricultural economy in rural India .Principles of rural marketing .Segmentation for rural marketing .Product pricing and distribution strategies .Value chain management and rural marketing communication .New vistas in rural management.
12
Customer Relationship Marketing
Objective
This is a seminar course. The whole course is based on a number of research papers. The objective of the course is to introduce the concept of CRM, its various components, its strengths and the problems associated with it. The course also stresses on CRM implementation.

Content
.Introduction to CRM & its technology .Different views on CRM .Loyalty vs. relationship .CRM value chain .Sales effectiveness and automation .ROI from CRM .Extended enterprise .Extended enterprise .Tactical & Strategic CRM .Implementing CRM .Why CRM can fail? .Call center paradigm . CRM in India.
13
Strategic Marketing Management
Objective
The paper starts with some classic definitions of Strategy. It then moves on to various basic building blocks - Customer Analysis, Competitor Analysis, Market Analysis and finally Environment Analysis. These building blocks enable the student to create an SCA (Sustainable Competitive Advantage) platform. Once the SCA platform is established, we move on to study various strategy options like strategic intent, strategic opportunism and strategic vision. Then we converge towards a rigorous treatment of the various Porter SCA platforms - Differentiation, Cost, Focus, Preemption and Synergy. Application of these strategic principles in three specific markets is studied in fair detail. The markets studied are declining markets, hostile markets and global markets. The paper concludes with an in-depth analysis of 6 analytical tools - U-Curve, Pricing, Weighted 5-Force Porter Model, Porter's Diamond, BCG / GE matrixes and Ansoff Grid.
The paper is treated as a capstone course for the final semester students and though it has a predominant marketing perspective, students across disciplines are encouraged to take the paper.

Content
.An overview of marketing strategy .The market-driven organization .Developing the strategic marketing plan .Understanding the consumer . Marketing-mix concept .Product strategies .Pricing strategies .Distribution strategies .Marketing communications strategies .Marketing strategy implementation and control .Global marketing, direct marketing, e-commerce .Ethical & legal issues.
14
High Technology Product Marketing
Objective
The major objective of this course is to equip the students with up-to-date skills, knowledge, and insights for managing the marketing process in the technology-intensive and innovative organizations of tomorrow. The specific objectives include: To develop an understanding of the role of technology in contemporary business. To help develop a conceptual framework for assessing the innovative capabilities of a technology marketing firm. To develop insights into the conditions under which particular structural arrangements and systems are likely to facilitate the emergence and management of technological innovation and internal entrepreneurship. To offer some practice in defining and working out strategic issues linked to technology and technology-intensive product marketing. To develop insights concerning the skills necessary to be effective as a future high technology product manager.

Content
.Introduction to the concept of High Technology Product Marketing . Generic High Technology Marketing Strategies. The Customer-Company-Competitor analyses. Technology Forecasting and Assessment . Technology Acquisition by 'R&D';. Dynamics of R&D - Marketing Interaction . Technology Acquisition by 'Transfer' . Technology Transfer Mechanisms: Role of Relationship. Technology Negotiation in the context of an IJV. Managing the New High Technology Product Development process. Managing Technology-risk in NPD process. Pricing of High Technology Products. Integrating Role of Promotion in High Technology Product Marketing. Technology Marketing Plan. Bringing a Technology Product from the Lab to the Market. Managing the start-up;. Review of the course and wrap up
15
Marketing Implementation
Objective
This case based course begins with a module on managing marketing's sub functions (sales support, new product development, marketing promotions, pricing analysts, channel managers), and then goes to a section on managing marketing programs, which focuses on program management as it applies to marketing. The last module is: managing marketing systems and policies. The cases are a bit old, but still the best among all the HBS cases that I could find. There are 5 or so cases that I have, including a Procter and Gamble case that we will also use. This section of the class will help you feel more comfortable in implementing your sales and marketing tasks.

Content
.Managing Marketing .Marketing Actions . Managing Marketing Programs: .Managing Marketing Systems and Policies:.Integration and Conclusion: .Managing Marketing: Text Cases & Readings by Thomas Bonoma, HBS Additional cases to be emailed to students. Discuss Goodyear Aquatred . Do written write-up of Goodyear Aqua tread
16
Strategic Sourcing
Objective
The course helps to gain a basic understanding and appreciation of the strategic sourcing function to achieve business excellence. The course also presents opportunities stroke challenges in carrying out global sourcing.

Content
. Rapidly changing economic & business environment . Emergence of Strategic Sourcing initiative to effectively combat. Strategic. Sourcing as a Profit Centre & powerful means to enhance competitiveness . Strategic Sourcing Process . Strategy selection for Commodity / Spend Category under coverage . Strategy Implementation. Progress Tracking .Periodic management reviews to identify & remove bottlenecks .Empowerment to Sourcing teams to act when business conditions change during implementation .Setting up a Program Office . Pro-active role in Project Mgmt. . Other Characteristics of Strategic Sourcing . In-house buying Vs Out Sourcing . Make or Buy decisions . Global Sourcing as a competitive initiative & performance differentiator. . World Class Procurement Organization to carry out Strategic Sourcing .Structure .Formation of Cross- functional teams .Roles & Responsibilities of Team members .E- Sourcing
17
Services Marketing
Objective
The nature of employment - primarily in the western world and to a large extent outside the West-is changing rapidly with the services sectors getting increased importance. Services Marketing is a rapidly developing sub-discipline of marketing. The main objective of this course is to provide exposure to the practical nature of the subject through use of case studies, and the multi-disciplinary nature of the theoretical underpinning to the subject through use of selected reading material. The students undergoing this course will have the opportunity to enhance their knowledge of services marketing principles, and learn to apply these principles to a vast range of commonly uses services marketing principles, and learn to apply these principles to a vast range of commonly used services and to large service organizations like transport , banking, airports , hotels, restaurants, telephone services etc.

Content
.Distinguishing features of service .Classification of services . Differences between goods and services marketing . Overview of marketing concepts. Planning in services marketing .Managing the service encounter .Service quality. Management of the human element of the service offer . Pricing of service . Promotion for services . International marketing of services.

Sl. No.
Operations Electives
1
Advanced Quality Planning& Management
Objective
To provide a comprehensive foundation for managing the quality systems design and their use in any organization, with a clear understanding of the strategic linkage between quality and the overall business of the firm.

Content
.Evolution of Quality Thoughts . Organization-wide quality planning .Strategic quality management .Cost of quality .Quality function deployment and the house of quality .Quality by Design and Taguchi Methods .Statistical tools .ISO and other Quality Management Systems .Quality Audit .Current research on quality.
2
Logistics & Supply Chain Management
Objective
To provide a clear understanding of the integrated concept of logistics and supply chain management with a view to securing unique competitive advantage for the firm.

Content
.Evolution of logistical thought .Integrated logistics - management concept .Customer service and integrated logistics .Global logistics .Strategic logistics management. .Management of logistical resource - information, inventory and transportation . Logistical system design-positioning, integration theory, planning and design of logistical systems. . Logistical administration - organization and control.
3
Manufacturing Planning & Control in Supply Chain
Objective
In today's competitive and fast-paced world of manufacturing, every aspect of a company's operation must be highly responsive to customers' needs. The course 'Manufacturing Planning and Control in Supply Chain' is structured to guide the students to develop conceptual understanding of selection, analysis, design, and implementation of manufacturing planning and control systems that help companies synchronize production with actual demand and process capabilities throughout the supply chain.

Content
.Manufacturing Planning and Control (MPC) systems . Demand Management (DM) . Sales and Operations Planning (S&OP) . Master Production Scheduling (MPS) . Manufacturing and Enterprise Resources Planning (MRP, MRPII, & ERP) . Just-in-Time (JIT) Manufacturing . Distribution Requirements Planning (DRP) . Capacity Planning (CP. .The increase in scope of MPC from just the connections inside the factory to the more broad supply chain network . The need for the MPC system to be integrated with cross-functional planning process.
4
Project Management
Objective
This course provides a conceptual formulation for managing projects as opposed to managing operations. It tries to cover the entire body of knowledge as laid down by the project Management Institute (PMI), USA. The students also acquire PM skills in managing time, costs, and other resources by using PM software. They are also exposed to the use of project appraisal software. Attempts are made to identify the appropriate attitudinal qualities necessary to become a successful project manager.

Content
.An overview of the life cycle of a project . The different phases of a project and their interfaces . Project organization . Project management information system . Project evaluation . Computerized project management systems .Time and cost resource management and updating . Computer models of project appraisal
5
Product Design & Development
Objective
The objective of the course is to present a methodology that can be put into practice on the product development process. The methodology provides a concrete approach to solving a product development problem. In this course, a methodology is developed for each specific portion of the product development process and then illustrated by an industrial example or case study. The product design and development course gives the student an appreciation of industrial practice and the roles played by various members of the product development teams. It blends the perspectives of marketing, design, and manufacturing into a single approach to product development.

Content
Development processes and organizations .Identifying customer needs .Establishing product specifications .Concept generation .Concept selection .Product architecture .Industrial design .Design for manufacturing, .Effective prototyping .Economics of product development projects .Managing product development projects.
6
Enterprise Resource Planning & Management
Objective
To provide a managerial perspective on ERP systems with its three main pillars-people, process and technology. Students are expected to gain a thorough understanding of ERP and its relationship with business strategy.

Content
.An executive overview of ERP .Impact of ERP on the firm .Preparing for ERP implementation .Business Process Re-engineering and ERP .ERP implementation .Managing the risks of ERP implementation .Stages in ERP implementation.
7
Operations Strategy
Objective
Formulating the best strategy for the business organization as a whole requires establishing the basic link between its operations strategy (and the implied process and infrastructure investment and development) and its markets. This course examines why often this does not happen in organizations. The course studies the formulation and application of a set of ideas, concepts, and tools to provide insights into, and evaluate the business operations' corporate contribution-through strategic perspectives which go beyond operational performance perspectives. The course seeks to bridge the existing gap between operations and marketing in corporate strategy formulation while recognizing the time dimension of operations and its translation into money. It teaches and analytical approach ( a methodology) that avoids giving only prescriptive solutions to the development of operations strategy but can be successfully applied to many companies.

Content
.Productivity - international comparisons . Manufacturing implications of corporate marketing decisions .Hill's concept of order winners and qualifiers .Process choice .Focused factory .Vertical integration .Manufacturing infrastructure development . Accounting and financial perspectives and manufacturing strategy.
8
Business Analytics
Objective
The objective of the course is to develop model development skills for analysis and decision-making in the functional areas of business. Students are taken through three stages of the model development process, viz., problem definition, formulation of the appropriate mathematical model, and then mapping of the mathematical model into a computable form using appropriate software. Different software like Matlab, Mathematical, GAMS, Excel, and Duali are introduced to model different problem situations. Data mining concepts are also examined.

Content
.Predicting stock market prices using neural nets in Excel.Transportation models in Gams, Portfolio model in Matlab. Cournot duopoly in Mathematica. Genetic algorithms and evolutionary games in Matlab . Genetic algorithms and portfolio models in Matlab. Agent-based models in Matlab. Global warming in Gams. Rational expectations models in Duali.

Sl. No.
Systems Electives
1
Computer Networking
Objective
TThis course provides an introduction to fundamental concepts in the design and implementation of computer communication networks, their protocols, and applications. Upon completing the course, the student shall be familiar with the basics of data communication, various types of computer networks, relations between various network layers, network services, functions and TCP/IP protocol suite. The course also covers characteristics of Network Operating Systems and Security. The student will also be exposed to the technical requirements for hosting a domain in the internet and also the IT Act 2000.

Content
. Introduction to Networking - Benefits of Networking- The Internet- Network administration- Types of Networks . TCP/IP Networking - IP History- The OSI Model- IP Addressing- Subnetting- Common networking protocols- TCP/IP Layers and Protocols. Networking Elements - Network Interface Card (NIC) configuration - Network Topologies- Physical Topologies Physical Topologies- Networking media types - Network Devices- LAN Technologies . Web hosting. IT Act 2000 - How to register a domain name -What are Public IPs - How to host a website / mail server
2
Business Software Engineering
Objective
Engineering is the analysis, design, construction, verification and management of technical entities. Software engineering covers all these aspects using different types of methods and standards.
The main aim of this course is to acquaint the students with the current practices and trends in software engineering techniques. It does so by providing an introduction to software engineering in general, software engineering methods and tools.
It also provides overview of software quality assurance, software project management, software testing standards and latest trends like CMMI, PCMM, ISO etc. The application of software engineering methods, standards and quality assurance will be covered in detail.

Content
. Introduction to Software Engineering . Software Process Models . Software Project Planning . Cost Estimation . Risk Management . Project Scheduling . Software Quality Assurance .Software Configuration Management . System Engineering . Software Requirement Analysis . Software Design .Analysis Modeling . Design Concepts, Principles and Methods . Software Testing .Capability Maturity Model Integrated . ISO 9000 quality standards
3
Database Management Systems
Objective
Accurate, Exact , Fast and Easily Accessible Information is a pre-requisite for taking Informed Decisions for a manager. The DBMS course aims at equipping the students with the necessary skill-sets to model effective and efficient database schema, Querying the database for locating the exact information required and maintaining the Integrity of data with minimum utilization of resources.

Content
. Understanding the Basic Concepts of DBMS and the facilities offered by a commercial DBMS software . Modeling and Fine-tuning database schema using Entity Relationship Diagrams. . Creating Well-organized Databases with Minimum Redundancy using Normalization Procedure. . Creating and Maintaining Database objects like Tables, Indices, Clusters, Views etc. using the DDL and DML utilities of SQL. . Harnessing the querying features of SQL with utilities like Sub-queries, Joins and Set Operators.. Handling the Procedural extensions of SQL like Procedures, Functions, Triggers etc.
4
Software Project Management
Objective
The course aims to provide experience in using the concepts, techniques, and decision tools available to project managers. It emphasizes the importance of system and organizational culture to ensure an integrative project management approach. It provides a basic understanding of the importance of work breakdown structures and networks to planning, scheduling, and controlling projects. The course helps to identify different types of organizational structures and to create an awareness of potential resource conflicts and their importance to meeting project cost and schedule objectives. This course demonstrates the importance of strategy and prioritizing projects for effective resource allocation and for balancing a portfolio of projects. and aids in developing To have a holistic view of projects and their role in the IT sector, with detailed skills in use of project tools and systems found in practice and with a sensitivity to the behavioral issues all project managers must deal with in practice

Content
.Introduction to software project Management . Project Organization . An overview of project planning . Programme management and project evaluation Selection of appropriate project approach . Project Planning Infrastructure . Software effort estimation . Scheduling. Risk Management . Project Management Plan . Resource allocation . Monitoring and Control . Project Closure . Managing Contracts . Managing People and Organizing teams .Behavioral issues in PM
5
UML and Design Patterns
Objective
A mastery of object-oriented analysis and design is critical to create robust and maintainable object-oriented systems. This course deals with the initial steps involved in developing an object-oriented system starting with planning, elaboration, analysis and design. UML will be the medium of representation for the design phase.
A brief discussion of Design Patterns is also intended at the end of the course. Patterns for software development are one of the latest "hot topics" to emerge from the object-oriented community. They are a literary form of software engineering problem-solving discipline that has its roots in a design movement of the same name in contemporary architecture, literate programming, and the documentation of best practices and lessons learned in all vocations. Patterns help create a shared language for communicating insight and experience about recurring problems and their solutions in a software development lifecycle. Formally codifying these solutions and their relationships lets us successfully capture the body of knowledge, which defines our understanding of good architectures that meet the needs of their users

Content
.Introduction . Plan and Elaborate phase. Analyze Phase. Design Phase. Construct Phase. Design Patterns
6
Software Testing
Objective
Testing even a simple system is a potentially infinite task. With tight budgets and schedules, testers need a practical set of tools that will allow them to effectively and efficiently test software and find bugs. Product Managers need a way to estimate the testing efforts to ensure quality, while meeting the schedules and budget. Customers need a set of tools to test, give feedback and eventually accept the software within contract-specified time limits.
This course is designed to give the attendees an exposure to those concepts, best practices, methodology and tools. We will try to understand the need for testing and the various tools and methodologies that can equip a tester to get the best out of the environment he is working in. We will cover the quality criterion, reporting bugs, case studies, code coverage etc and the tools for the same. We will also look into the skills, traits, and attitudes that make a tester successful.

Content
. Introduction; Recap of Quality Definitions . Principles of Testing . SDLC Models . White Box Testing . Black Box Testing . Integration Testing. System and Acceptance Testing; Basic Performance Testing Definitions . Regression Testing and its relation to Configuration Management . Risk Based Testing . Test Planning . Test Automation . Organization Structures . People Issues in Testing . Test Metrics . Release Management
7
Information Assurance and IT Service Management
Objective
The course is expected to provide the students with the e skills necessary to evaluate, design and develop IA and ITSM Framework. The course provides an understanding of the components of IA and ITSM. Students are exposed to the industry best practices in IA and ITSM and are made aware of the latest technology in IA and ITSM. Students are made to understand IT Governance models and are made aware of career Paths in IA and ITSM .

Content
.Introduction to Information Assurance Management . IT Governance . Information Security Management . IT Services Management . IS Audit . Business Continuity Planning . Career in Information Assurance
8
Global Software Project Management
Objective
The course focuses on giving a practical exposure to the students on the realities of managing global software projects. This arms the students with the necessary processes and methodologies to succeed in this arena and also sensitizes them to be aware of the critical human issues to be addressed in this highly skilled labor-sensitive field.
The entire course is highly application-oriented and stresses on industry standard templates and processes and also demands that the students apply some of these to a real-life project that they would have to do, simulating a globally distributed team

Content
. Introduction; Concepts of products, services and how projects come into picture; The Project Management Cube . Product Management Activities Role of Processes in Project Management. Process Models . Metrics . Software Configuration Management . Risk Management . Software Quality Assurance . Role of Requirements Management . Discussion of IEEE Template on Requirements Specification . Estimation . Project Initiation . Project Planning . Project Tracking . Project Closure . Project Management during design and development phases . Contract writing and its relationship to requirements management and quality
9
IT Infrastructure Management
Objective
The course provides an introduction to technologies involved in implementing and managing an efficient data centre. The students are introduced to key concepts and technologies and best practices to improve the quality of ICT provision in an enterprise. The course covers the basic requirements, design, costs, implementation, monitoring and management of a data centre

Content
. Data Centre - Basics: Downtime - Causes and Cost, Availability - Metrics and choices . Data Centre Architecture-Requirements-Design-Network Infrastructure-Maintenance-Power Distribution-HVAC . Data Centre Consolidation-Server-Storage-Network-Application-Service-Process-Staff-Phases of Consolidation . Data Centre Servers-Server Performance Metrics-Server Capacity Planning-Best Practices in IT-Server Security-Server Administration-Device Naming-Load Balancing-Fault Tolerance-RAID .Storage Technologies-DAS-NAS-SAN-IP-Based Storage .Disaster Recovery-Phases-Techniques-Architectures

Sl. No.
General Management Electives
1
Theory of Microfinance
Objective
Microfinance is the practice of providing financial services (mainly credit) to people with low income levels with the objective of improving their economic well being. Though the jury is still not out on whether this is the universal solution to improve their well being, there are large positive impacts of participation in microfinance observed from various parts of the world. Hence it is attracting a lot of attention of late, from development agencies, thinkers and practitioners across the world. This course is intended to give a theoretical overview of the practice of microfinance and the various issues and debates on its implementation and effectiveness.

Content
.Predicting stock market prices using neural nets in Excel.Transportation models in Gams, Portfolio model in Matlab. Cournot duopoly in Mathematica. Genetic algorithms and evolutionary games in Matlab . Genetic algorithms and portfolio models in Matlab. Agent-based models in Matlab. Global warming in Gams. Rational expectations models in Duali.
2
Entrepreneurship
Objective
This introductory course covers the process of identifying and quantifying market opportunities, then conceptualizing, planning, and starting a new, technology-related enterprise. Topics include opportunity assessment, value propositions, the entrepreneur, legal issues, entrepreneurial ethics, the business plan, the founding team, seeking funds, and choosing the best investment source. Each student develops a detailed business plan for a start-up The management process during different phases of a new venture are also discussed. This course is intended for those who want to start their own businesses, further develop an existing business, be a member of the management team in a new enterprise, or understand better the entrepreneur and the entrepreneurial process. The case method is used extensively. The emphasis in this course is on applying concepts and techniques from marketing, finance, organizational behavior, accounting and production within the context of new venture development. In other words, you are asked to put your textbook knowledge into practice.

Content
. The Entrepreneurial Mind . The Making of an Entrepreneur . Creativity and the Business Idea . Business plan: Creating and Starting the Venture . Sources of Capital . Risk Capital and Venture Capital . Preparing for New Venture Launch . Managing Early Growth and/or Turnarounds . New Venture Expansion . Going Public . Harvesting the Venture * Other courses in the General Management area are cross listed with other areas and have been placed in the respective area.