II SEMESTER

INTERNATIONAL BUSINESS AND BUSINESS ENVIRONMENT

Course Outcomes

CO1

Understand the key concepts of economic ,political and social analysis which pertain to design and evaluate the environmental policies and institutions

CO2

Apply system concepts and methodology to analyse the interaction between business environment processes.

CO3

To inculcate ethical business practices and expose the risk of unethical practices .

CO4

Demonstrate the value of economics and business and how it impacts a students future as an entrepreneur Students will be able understand the development, evaluation, and implementation of marketing management in a variety of business environments.

UNIT - I:

INTRODUCTION:

Business environment—concept-elements-Economic environment-economic systems-Policy Environment-

Fiscal Policy-Monetary Policy—Political environment-Role of government in business-Legal Environment-

Consumer protection Act-Competition Act-Socio-Cultural Environment -corporate social responsibility.

UNIT - II:

LIBERALIZATION:

Industrial Policy1991 and its implementation—Industrial growth and structural changes-Economic Planning—

NITI Aayog—Economic reforms – liberalization—Second Generation reforms-Balance of Payments-importance components.

UNIT - III:

PRIVATIZATION AND GLOBALISATION:

Privatization-concepts – nature – objectives – forms—Theories of International Trade-Government intervention in

International Trade-tariff and non-tariff barriers—Scope and importance of international business—Globalizationmeaning-

drivers – Modes of Entry.

UNIT - IV:

FOREIGN CAPITAL:

Foreign Direct Investment: types-trends-costs and benefits to home and host countries-policy of Government-Foreign

Portfolio Investment – FEMA- Objectives – Provisions—International Economic Institutions-IMF-World Bank-

UNCTAD.

UNIT - V:

WTO AND TRADE POLICY:

World Trade Organisation-functions-objectives-AOA-GATS-TRIPS-TRIMS—Regional Economic Integrationlevels-

trade creation and diversion effects-Regional Trade Agreements-EU-ASEAN-SAARC-NAFTABRICS—

India’s Trade Policy.

SUGGESTED READINGS:

1. Francis Cherunilam: Global Economy and Business Environment – Himalaya

2. Francis Cherunilam: Business Environment - Text and Cases - Himalaya

3. S.K.Misra & V.K.Puri: Economic Environment of Business - Himalaya

4. Menipaz: International Business: sage.

4. Prof. Laxmi Narain: Globalization – Liberalization and Privatization of Public enterprises – Sultan Chand & Co.

5. S.K.Misra & V.K.Puri: Indian Economy - Himalaya

6. Aswathappa: Business Environment - Himalaya

7. Dutt and Sundharam: Indian Economy

8. Ray: Indian Economy, PHI

Reports:

1. World Development Report; 2. Human Development Report;

3. India Development Report; 4. Pre-budget economic survey.

Periodicals:

Economic and Political weekly; Business India; Business World; Business Today; Finance India; Business Standard.

MARKETING MANAGEMENT

Course Outcomes

CO1

To understand how organizations identify customers and their wants/needs.

Students will be able understand the development, evaluation, and implementation of marketing management in a variety of business environments.

CO2

Understanding the marketing environment and marketing mix role

CO3

Identify the roles of advertising, sales promotion, public relations, personal selling, and direct marketing in the promotion mix; compare and contrast integrated marketing communications with a non-integrated approach to the promotional mix

UNIT-I:

PRODUCT MANAGEMENT:

Concept of Product - Classification of Products - Product Levels– Product Mix - Product Mix Decisions - New Product –

New Product Development Stages – Reasons for New Product Failure - Product Life Cycle Stages and Marketing

Implications - Branding - Packaging & Labeling.

UNIT-II:

PRICE MANAGEMENT:

Pricing – Objectives of Pricing – Role of Price in Marketing Mix – Factors Influencing Price – Pricing under different

competitive conditions – New Product Pricing - Skimming and Penetration Pricing – Pricing Methods – Cost based –

Demand based – Competition based– Product line Pricing – Pricing strategies.

UNIT-III:

PROMOTION MANAGEMENT:

Promotion – Significance – Promotion Mix – Advertising – Objectives – Media – Media selection – Budget -- Types of

Advertising – Advertising Effectiveness, Personal Selling – Nature – Steps in Personal Selling. Sales Promotion –

Objectives – Tools, Public Relations – Direct Marketing – Forms of Direct Marketing.

UNIT-IV:

CHANNEL MANAGEMENT & RETAILING:

Marketing Channels: Nature – Channel Levels - Channel Structure &. Participants – Functions of Marketing

Intermediaries - Channel Design Decisions - Channel Conflict and Resolution - Online Marketing - Online Marketing

Channels – objectives – Merits – demerits –Retailing: Meaning – Significance – Emerging trends – forms of retailing –

formats of retail stores.

UNIT-V:

DIGITAL MARKETING, MARKETING INFORMATION SYSTEM AND MARKETING

RESEARCH:

Digital Marketing: The new digital world - trends that are driving shifts from traditional marketing practices to

digital marketing practices, the modern digital consumer and new consumer‘s digital journey. Marketing

strategies for the digital world – latest practices.– Understanding the relationship between content and branding

and its impact on sales, search marketing, mobile marketing, video marketing, and social-media marketing.

Online campaign management; overview of search engine optimization (SEO)

Concept of MKIS - Components of a Marketing Information System - Internal Records System-Marketing Intelligence

System-Marketing Research System-Marketing Decision Support System - Marketing Research Process - Marketing

Research Vs MKIS - Marketing Research in India.

SUGGESTED READINGS:

1. Marketing Management - Philip Kotler - Pearson Education/PHI

2. Marketing Management - Rajan Saxena - Tata McGraw Hill

3. Marketing Management: Planning, Implementation and Control: Global Perspective Indian

Context – VS Ramasamy & S. Namakumari - sage

4.Marketing Management: A South Asian Perspective – Philip Kotler and Kevin Lane Kotler,

Pearson Education

5. Basic Marketing - Perreault and McGarthy - Tata McGraw Hill

6. Case and Simulations in Marketing - Ramphal and Gupta - Golgatia, Delhi.

7. Case Studies in Marketing - R.Srinivasan - PHI.

8. Marketing concepts and cases – Michael J Etzel, Bruce J Walker, William J Stanton and Ajay

Pandit, TMH 13th Edition, New Delhi

9. Marketing Management – S.Jayachandran - TMH

10. Rajan Saxena: Marketing Management

11. Stanton WJ: Fundamental of Marketing,

12. Assael: Consumer Behaviour,Thomson

HUMAN RESOURCE MANAGEMENT

Course Outcomes

CO1

Students will be able to understand the objectives of Human Resource Management and Human Resource Development

CO2

To understand the methods and stages in acquistion, development and motivation of Human Resources.

CO3

To acquire knowledge about compensation management and key things in maintaining in good employee relations.

CO4

To gain knowledge about contemporary Human Resource Management issues

UNIT-I:

INTRODUCTION:

Human Resources Management (HRM): Concepts – Significance – Objectives – Scope – Functions -

Changing role of Human Resource Manager

HRM Policies - Impact of Environment on HRM- Concepts of Talent Management- Concept of Human Capital-Social

Capital.

Human Resource Development (HRD): Concept - Scope - Objectives- Brief introduction of Techniques

of HRD

UNIT-II:

ACQUISITION OF HUMAN RESOURCE:

Job Design - Approaches - Job Rotation - Job Enlargement - Job Enrichment - Job Bandwidth - Job

Analysis: Objectives - Components (Job Description and Job Specification) - Methods of Job

Analysis

Human Resource Planning: Concept - Objectives - Factors affecting HR planning - Process of HR

Planning - Problems in HR Planning

Recruitment: Objectives - Sources of recruitment – Selection: Selection - Procedure – Tests

and Interview - Placement - Induction - Promotion - Transfer

UNIT-III:

DEVELOPING AND MOTIVATING HUMAN RESOURCE:

Training - Assessing training needs - Methods and Evaluation of Training.

Development: Techniques of Management Development – Evaluating Effectiveness.

Performance Management: Concept - Performance Appraisal - Concept - Traditional and Modern

Methods of Appraisal – Concepts of Potential Appraisal, Assessment Centers - Career Planning and

Development

Concept of Empowerment – Participative Management: Objectives – Types – Quality Circles – Brief

Introduction to forms of Workers Participation in Management in India – Work committee – Joint management council –

Worker Shareholder – Worker Director

UNIT-IV:

MAINTENANCE OF HUMAN RESOURCE:

Compensation Management: Objectives – Job Evaluation:– Methods - Essentials of Sound

Wage Structure – of Minimum Wage, Living Wage and Fair Wage – Wage Differentials.

Employee Relations: Concept of Employee Engagement – Discipline: Objectives – Grievance: Causes – Procedure;

Industrial Relations Systems- Concept of Industrial Conflict- Causes- Trade Unions: Objectives - Role of Trade Union

in New economy - Collective Bargaining: Types – Essential conditions for the success of Collective Bargaining.

UNIT-V:

RECENT TRENDS IN HUMAN RESOURCES MANAGEMENT:

Knowledge Management: KM Architecture - Knowledge Conversion - Knowledge

Management Process.

Virtual Organizations: Features -Types - HR Issues. Learning Organization: Characteristics – Role of Leader in

Learning Organizations.

Managing Diversity – Benefits- Strategies. Worklife Balance-Significance-Steps.

SUGGESTED READINGS:

1. Bohlander: Human Resource Management, Thomson

2. David A.De Cenzo and Stephen P.Robins: Personnel/ Human Resource Management, PHI

3. Biswajeet Pattanayak: Human Resource Management, PHI

4. Srinivas K. R: Human Resource Management in Practice, PHI.

5. Sharma: Human Resource Management sage

5. Mathis: Human Resource Management, 10e Thomson

6. Sadri, Jayasree, Ajgaonkar: Geometry of HR, Himalaya

7. Subba Rao P: Personnel and Human Resource Management, Himalaya.

8. VSP Rao:, Human Resource Management, Vikas

9. Mello: Strategic Human Resource Management, 2e Thomson

10. Gupta CB, Human Resource Management, Sultan Chand & Sons.

INVESTMENT MANAGEMENT

Course Outcomes

CO1

Students will have the knowledge and skills to develop portfolio strategies and to develop investment policy statements for individual and institutional investors .

CO2

To understand theories of value, risk and return, capital investment decisions, financing decisions, dividend policy

CO3

To examine the determinants and behavior of asset prices, to provide financial theory and the analytical tools needed to make good investment decisions

CO4

Students will able to understand the portfolio investment decisions

UNIT-I :

INTRODUCTION TO INVESTMENT MANAGEMENT:

Investment: Meaning – Characteristics – Importance – Objectives – Factors of Sound Investment –

Investment Environment – Investment Media – Principles of Investment – Speculation – Gambling –

Investment Process (Theory).

Financial Assets: Meaning – Classification – Shares – Debentures – Bonds – Innovative Financial

Assets- Properties of Financial Assets (Theory).

UNIT-II:

INDIAN CAPITAL MARKETS - AN OVERVIEW:

Primary Market: Meaning – Growth and Development – Role of NIM – Methods of Issues – Parties

Involved – Allotment Process – Investor Protection – Recent Trends (Theory).

Secondary Market: Meaning – History – Functions – Regulatory Framework – Listing and Delisting

of Securities – Trading Procedure – Stock Exchanges in India – Growth of Stock Exchanges in India –

SEBI – Its Functions and Role (Theory).

Security Market Index: Meaning – Different Averages and Indices – The Construction of Indces –

Maintenance Problems with Security Market Indices – Stock Market Index Revision (Including

Problems)

UNIT-III:

RISK AND RETURN ANALYSIS:

Return: Meaning – Holding Period Return – Equivalent Annual Return – Expected Value of Return –

Measuring Returns from Historical Data – Measuring Average Returns over Multiple Period –

Arithmetic Average – Geometric Average – Rupee Weighted Average Return (Including Problems).

Risk: Meaning – Sources of Risk – Market Risk – Interest Risk – Interest Rate Risk – Purchasing

Power Risk – Business Risk – Financial Risk – Types of Risk – Systematic Risk – Unsystematic Risk –

Risk Aversion and Risk Premium – Measurement of Risk – Range as a Measure of Risk – Standard

Deviation as a Measure of Risk –β as a Measure of Risk (Including Problems).

UNIT-IV:

PORTFOLIO ANALYSIS:

Portfolio Analysis: Meaning – Traditional Vs Modern Portfolio Analysis – Return on Portfolio – Risk

on Portfolio – Diversification of Investments – Reduction of Portfolio Risk through Diversification –

Security Returns Perfectly Positively Correlated – Security Returns Perfectly Negatively Correlated –

Security Returns Uncorrelated (Including Problems)

Markowitz Model: Assumptions – Parameters – Effect of Combining Two Securities – Interactive

Risk Through Covariance – Coefficient of Correlation – Change in Portfolio Proportions – Concept of

Dominance – Limitations of Markowitz Model (Including Problems).

UNIT-V:

PORTFOLIO SELECTION:

Portfolio Selection: Meaning – Feasible Set of Portfolios – Efficient Set of Portfolios Selection of

Optimal Portfolios (Including problems).

Sharpe Single Index Model: Measuring Security Return and Risk – Measuring Portfolio Return and

Risk – Multi Index Model (Including Problems).

SUGGESTED READINGS: 1.Agarwal: A Guide to Indian Capital Market, New Delhi .,

2.Avadhani, V.A: lndian Capital Markets, Himalaya 3.Mayo: Investments, 7e Thomson.,

4.Bhalla, V.K: Investment Management. S. Chand & Co.., 5.Reilly: Investment Analysis and

Portfolio Management, Thomson.,6.Kevin, S: Security Analysis Portfolio Management, PHI

7.Fabozzi, Frank J: Investment Management, Prentice Hall., 8.Fischer, Donald, E. and Ronald,

J.Jordan: Security Analysis & Portfolio Management, PHI., 9.Strong: Portfolio Construction

and Management, PHI., 10.Sharpe etal: Investments, PHI., 11.Machi Raju, H.R: Working of

Stock Exchanges in India: Wiley Eastern Ltd 12.Preeti Singh: Investment Management,

Himalaya., 13.Sulochana, M: Depository System - Problems & Prospects, Kalyani..,

14.Sulochana, M: Investment Management, Kalyani., 15.Shashi K. Gupta and Rosy Joshi:

Security Analysis and Portfolio Management, Kalyani.,

ADVANCED MANAGERIAL ACCOUNTING

Course Outcomes

CO1

To enable students to prepare final accounts along with the consideration of Inflation Accounting

CO2

Familiarize and acquaint the student with application of advanced managerial accounting techniques

CO3

To impart knowledge on Human Resources Accounting, Responsibility Accounting & Financial Measures of Performance

UNIT-I:

ANALYSIS OF FINANCIAL STATEMENTS:

Financial Statements – Meaning – Objectives – Types – Uses – Limitations -Techniques of analysis of financial

statements: Ratio Analysis: Meaning – Types of Ratios- DuPont Analysis. (Including problems)

Funds Flow Analysis – Meaning – Preparation of Funds Flow Statement – Cash Flow Analysis – Meaning - Preparation of Cash Flow Statement as per Ind AS-7. (Including problems)

UNIT-II: HUMAN RESOURCES ACCOUNTING AND RESPONSIBLITY ACCOUNTING:

Human Resources Accounting – Concept – Objectives – Approaches- Limitations (Theory only)

Responsibility Accounting – Concept – Steps – Responsibility Centre – Types of Responsibility Centres: Cost Centre,

Revenue Centre, Profit Centre and Investment Centre – Preparation of Responsibility accounting reports (including problems)

UNIT-III:

INFLATION ACCOUNTING AND INCOME MEASUREMENT:

Inflation Accounting - Concept – Limitations of historical based-cost financial statements – Methods of Inflation

Accounting: Current Purchasing Power Method – Current Cost Accounting Method (Including problems)

Income Concepts for financial reporting – Measurement and Reporting of Revenues, Expenses, Gains and Losses (Theory

only) – Analysis of Changes in Gross Profit. (Including problems)

UNIT-IV:

FINANCIAL MEASURES OF PERFORMANCE:

Introduction – Return On Investment (ROI) – Concept – Uses and Limitations – Economic Value Added (EVA) –

Concept – Significance of EVA – Measurement of EVA (Including Simple Problems)

Balanced Score Card (BSC) – Concept – Objectives – Perspectives of BSC - Multiple Scorecard measures into a single

strategy. (Theory only)

UNIT V:

CONTEMPORARY ISSUES IN MANAGEMENT ACCOUNTING:

i) Management Control Systems – Characteristics (Technical Considerations & Behavioural Considerations) – Problems in implementing an effective Management Control System – Anticipating and avoiding the problems – Indirect costs of MCS – Design and Evaluation of MCS- Organizational Ethical code of conduct and Management Accounting and Control System Design. (Theory only

ii) Mergers and Acquisitions: Introduction – Forms of Combinations – Reasons for Mergers – Legal and Procedural aspects of merger – Valuation of firms – Forms of financing a merger – Capital structure after merger and consolidation – Financial problems of merger and consolidation – Accounting for Amalgamations – SEBI Regulations. (Including problems)

SUGGESTED READINGS:

1. Sharma RK & Shashi K. Gupta: “Management Accounting- Principles & Practice” Kalyani Publishers, New

Delhi.

2. Jawaharlal “Accounting Theory & Practice” Himalya Publishing Company, New

Delhi.

3. Gupta S.P. “Management Accounting” Sahitya Bhavan Publications, Agra.

4. Jain S.P. & Narang K.L. “Accounting Theory & Management Accounting” Kalyani Publishers, New Delhi.

5. Robert S. Kaplan & Anthony A. Atkinson “Advanced Management Accounting” Prentice-Hall of India Private

Limited, New Delhi.

6. Rustagi R.P. “Management Accounting”, Galgotia Publishing Company, New Delhi.

7. Ronald W. Hilton, “Managerial Accounting”, Tata McGraw-Hill Publishing Company, New Delhi.

8. Anthony A. Atkinson, Robert S. Kaplan, Ella Mae Matsumura, S. Mark Young and G. Arun Kumar,

“Management Accounting – Information for Decision Making and Strategy Execution”, Pearson Education, New Delhi.

9. Ambrish Gupta “Financial Accounting for Management An Analytical Perspective”, Pearson Education

(Singapore) Pte. Ltd.,/Dorling Kindersley (India) Pvt. Ltd., 3rd Edition.

10. Belverd E.Needles, Jr.“Financial Accounting”, Houghton Mifflin Company, USA.

JOURNALS & NEWS PAPERS:

1. Chartered Accountant, Journal, ICAI

2. Management Accountant, Journal, ICWAI

3. Economic Times, News Paper, Times of India

4. Business Line, News Paper, The Hindu