OU - MBA (Day) 4th Semester Syllabus
Strategic Management, Definition, The Managerial Process of Crafting and Executing Strategy: Developing a strategic Vision, Mission Statement, Establishing objectives, Crafting & executing strategy. Concept of strategic Intent, A model of elements of Strategic Management: The Strategic Position–Strategic Choices-Strategy in action
Unit: II:
Strategic Position: Evaluating a Company’s external environment–Relevant components of
External Environment–Creating the Environmentally aware Organization–The General Environment –Demographic Segment, Socio culture Segment, Political Segment, Technological, Economic Segment & Global Environment–The Competitive Environment-The Macro Environment–K ey drivers of change–Porter’s Diamond Model–Porter’s Five Forces Model–Industry Analysis-Strategic groups- opportunities, threats, Industry Competition, Sources of Competition-Competitor analysis, otherinternal environment–St rategic Capability-Evaluating a Company’s Resources and Competitive Position–Value-Chain Analysis Resources, capabilities and core competencies–Cost Efficiency-Sustaining Competitive Advantage–Diagnosing strategic capability–Managing Strategic capabili ty
Unit: III:
Strategy Formulation; Business–Level Strategy-Creating and Sustaining Completive Advantages: Strategy and Competitive advantage–Strategic Choices–Bases of Competitive Advantage-Generic Strategies Sustaining Completive advantage–Competitive Strategy in hypercompetitive conditions-Industry Life Cycle Stages: Strategic Implications: Tailoring strategy to fit specific industry and company situations-Strategies for competing in Emerging industries, Turbulent and high velocitymarkets, Maturing Industries, Stagnant industries, and Fragmented industries. Strategies for Industry leaders, Runner-up firms, weak and crisis ridden Business.
Unit IV:
Strategy alternatives: Corporate Level and International Strategy: Creating Value through
Diversification–Related Diversification-Vertical integration strategies, unrelated diversification,Unbundling and Outsourcing strategies, using offensive and defensive strategies. Outsourcing, Various activities for outsourcing, Benefits of outsourcing, growth and drivers of outsourcing, Supplementing the Chosen Competitive Strategy-Co-operative strategies, Product & Market Diversification-Merger and Acquisition strategies, Strategic Alliances.
Unit: V:
Strategic Implementation: Strategic Control and Corporate Governance–Responding Effectively to Environmental Change-Attaining Behavioral Control: Instilling a Corporate Culture that promotes Good Strategy Execution–Leading the Strategy Execution Process. Strategy & Leadership, Social Responsibility & Corporate Governance, Corporate Culture: Organizational Structure and Controls, Strategic Leadership, Strategic Entrepreneurship–Crafting a Social Responsibility Strategy, Corporate gov ernance.
4.2: Supply Chain ManagementUnit - I:
i. Introduction to Supply Chain Management-Concept, Objectives and function of SCM,
conceptual framework of SCM, supply chain strategy- collaboration, demand flow, Customer
Service, Technology integration, Problems of complexity confronting SCs.
ii. Global Supply Chain Management, Reverse Supply Chain, Value chain and value delivery systems for SCM, The role of Modelling, SCOR Model and optimization in SC,.
iii. Demand Planning, Forecasting, Aggregate planning, Managing Predictable Variability, Bull-whip effect.
Unit - II:
i. Logistics Management, Inbound, Internal and Outbound Logistics in SCM, Developing theLogistics organization for effective Supply Chain Management, development of integratedlogistics strategy, Logistics in Maximizing profitability and cash flow, 3PL, 4PL, International Logistics, Reverse Logistics.
ii. Sourcing of material, Global sourcing–issues and Problems. e-Procurement, Group Purchasing, Reverse Auctions, Creati ng and managing Supplier Relations, Supplier Partnerships, Multi-tier Supplier partnerships.
iii. Inventory Management in Supply chain-Role and importance of inventory in SC, Inventory policies, inventory as an element of customer service, JIT, VMI, Outsourcing, Factors influencing the decision making process of outsourcer.
Unit - III:
i. Transportation in SC, Transportation formats, Modes of Transportation, factors affecting
transportation performance, Factors influencing the selection of transporter, modes of transport, Fleet Management, multi model transport, Containerisation, Vehicle Scheduling and routing, Milk run and cross docking.
ii. Warehousing- types of warehouses, warehousing operations, Warehouse aut omation, Warehouse management systems. Third party and value added warehousing, Role and importance of Handling systems, Selection of Handling systems. iii. Pricing, Revenue Management and role of IT in SCM.
Unit - IV:
i. Strategic Issues in Supply Chains-Strategic Partnerships, Alliances and Collaborative advantage, St rategic relationships in–logistics, Handling systems, Equipment Warehousing, PPP environment, SC restructuring-issues, problems and benefits.
ii. Bench marking - Issues and problems in Bench Marking, types of bench marking, methods of BM, Process of BM.
iii. Lean Manufacturing, Agile Manufacturing, elements of lean manufacturing, Integration of lean manufacturing and SCM.
Unit - V:
i. SC Network Design, Distribution network in SC, Channel design, factors influence design, options in distribution network, Role and importance of Distributors in SCM, SC integration-Internal and external, Role and importance and selection of Handling systems in SC integration.
ii. Role of Human Resources in SCM. Issues in Workforce Management and Relationship
Management with suppliers and Customers and employees.
iii. Retail SCM- Problems and issues in Transport ation, inventory, Packaging and Repackaging. Customer led business, Customer focus in SC, Complaint Handling, Developing customer service strategy, RFID, bar coding.
4.4.1. (F): Financial Services and SystemsUnit – I:
Financial Services concept and meaning–Financial system–Growing importance of financial services in financial system–Classification–Traditional and Modern view–Fund based and non fund based services–Financial engineering–Need for innovation–New financial products and services–An overview of Indian financial services sector scenario.
Unit – II:
Concept of leasing–Classification–Rationale, advantages of leasing–Legal aspects–Lease documentation and contract–Tax and accounting aspects of leasing–Financial evaluation of leasing–NPV and IRR approaches–Break even lease rental- Lease v/s buy decisions
Hire purchase concept and features–Legal and tax frame work–Financial evaluation of hire purchase–H.P. mathematics–Flat and effective interest rates.
Unit – III:
Factoring concept and features–Classification–Functions of factor–Legal aspects–Financial
evaluation of factoring–Decision analysis for factoring–Factoring scenario in India–Kalyan
Sundaram Committee – RBI guidelines.Bill discounting–Concept and characteristics–Process of bill discounting–Legal aspects–Parties involved and their legal obligations–Financial aspects–Calculation of discount charges and effective interest rates.
Unit – IV:
Venture Capital Financing–Concept and features–Venture Capital funding process–Funding and entry strategies of VCF–Structuring venture capital financing–Valuation of VCF-Conventional valuation method–First Chicago method–Revenue multiplier method–Exit strategies of VCF–Ventures capital financing scenario in India–R egulatory frame work of VCF.
Unit – V:
Merchant Banking concept and evolution–Functions of M.B. eligibility norms–Lead manager–Underwriter–Brokers and Bankers to issue–R egistrar–portfolio managers–New issue management process and stages involved–pricing of public issues–Book building process–Green shoe option–Initial public offering–Promoter’s contribution–Preferential issues–SEBI guidelines relating to new issues of securities. Credit rating concept and advantages of ratings–Types of ratings–Symbols of ratings and grades-Dimensions of credit rating methodology and process–Credit rating agencies in India and their rationale. .
4.4.2. (F): Banking and InsuranceUnit – I: Introduction to Banking:
Bank, Customer, Bank-customer Relationship, Role of commercial banks in Economic Development. Evolution of Banking in India–origin, nationalization, reforms, overview of Financial Inclusion in India, Sources of risk in banks. Various services offered by banks, Financial statements of banks with special focus on Indian banks, Analyzing banks’ financial statements: CAMELS, Ratings, Key Performance indicators. Sources of Bank Funds- Deposits and Other sources
Unit –II: Uses of Bank Funds:
Features of Bank Credit, types of lending, steps to be followed in the assessment of credit worthiness of a prospective borrower, the credit process and management, different types of loans and their features, Loan Pricing: The basic model, pricing fixed & floating rate loans, cost-benefit loan pricing, Customer Profitability Analysis, NPA’s:- The gross and net concept of NPA’s, causes, implications & recovery of NPA’s
Unit – III: Regulation and Innovations in Banking System:
Regulation of Bank Capital: The need to regulate Bank Capit al, Concept of Economic Model, Concept of Regul atory Capital, Basel Accords I a nd II.Banking Innovations:-Core Banking Solution, Retail Banking-Products & Services-Nature, Scope, Future and Strategies, Plastic Money, National Electronic Funds Transfer, ATM, Mobile Phone Banking, Net Banking, Banc-assurance. Changing role of Banks as Financial Intermediaries.
Unit – IV: Introductio n to Insurance:
Insurance as a Risk Management Technique: Principle of Indemnity, Insurable Interest,
subrogation, utmost good faith. Requisites of insurable risks. Characteristics of Insurance contract, Functions of Insurers: Production, Underwriting, Rate Making, Managing Claims and Losses, Investment & Financing, Accounting & Record Keeping and other miscellaneous functions, Types of Insurers, Reinsurance: the concept, uses and advantages. Marketing channels: Agents & brokers –professionalism, remuneration, responsibilities, classification, criteria for appointment and capital adequacy norms for broker, an overview of IRDA.
Unit – V: Life Insurance and General Insurance:
The concept of Life Insurance, types of Life Insurance contracts, Tax treatment of Life Insurance. Life Insurance Products- Term Insurance, Whole Life Insurance, Universal Life Insurance, Variable Life Insurance, Adjustable Life Insurance, Endowment Life Insurance, Participating & Non-participating Life Insurance, Classification of Life Insurance: Ordinary, Industrial, Group & Credit, The Actuarial Science: The concept and the responsibilities of an actuary, Provisions of Life Insurance contracts: Settlement Options, Non-forfeiture Options, Dividend Provisions, Optional Provisions and Universal Life Policy Provisions, Special Life Insurance forms: Characteristics, uses, advantages & disadvantages. Healt h and General insurance–Overview, Types, Third Party Administrators.
4.5.1. (HR): Performance ManagementUnit – I: Introduction:
Definition, concerns and scope of PM. Performance Appraisals. Determinants of job performance. Mapping, process, sequence and cycle of PM. Performance planning and Role clarity. KPAs-Performance Targets. Trait, Behavior and Results approaches to measuring performance. The impact of HRM practices on performance.
Unit – II: Performance Appraisal:
Assessment center-psychometric tests. Role Play–Self-appraisal-360 Degree appraisals-Rating-less appraisals for the future of PMS. Critical incidents worksheet, Combining behavior and outcomes, Attribution theory-Causal matrix. Diagnosis and Performance improvement. Performance review, Performance analysis.
Unit – III: Performance Bench marking:
Human information processing and performance loop, performance shaping factors–Yerkes–Dodson’s Law-Corporate performance management-EFQM Excellence model–Diagnostic and Process bench marking. PM Audit, PM pathway analysis. The impact of Performance Management on Line managers and Employees.
Unit – IV: Competency mapping and Pay Plans:
Competency Mapping–Mercer’s Human Capital Wheel–Human Asset worth estimator and Accession rate-CIPD Human Capit al framework, Performance, Competence and Contribution related pay models. Cafeteria benefits plan, call back pay. The McBer Generic managerial competency model-Competency causal flow model-Competency gap–Compet ency Assessment-Balanced Score Card framework.
Unit – V: Performance Metrics and Models:
Performance measures pyramid. Steps for designing metrics, Wang Lab, Smart pyramid,
Conceptual, DHL, RCN Models of PM, Gilbert’s performance matrix and Behavior Engineering model.Direction of trouble shooting with Behavior model–Mager and Pipes trouble shooting model - ATI performance improvement model, Spangenberg’s Integrated model of PM, Sears model for organizational performance.
4.5.3. (HR): Talent and Knowledge ManagementUnit – I:
Meaning and importance of talent management. Designing and building a talent reservoir–
Segmenting the Talent Reservoir. Talent Management Grid. Creating a talent management system. Institutional strategies for dealing with talent management.
Unit – II:
Competency–meaning, characteristics, types–Steps in developing a valid competency model. Talent management information systems. Developing a talent management information strategy. Role of leaders in talent management.
Unit – III:
The nature of knowledge management–Alternative views of knowledge. Types of knowledge. Location of knowledge. Rise of the knowledge worker. Features of knowledge int ensive firm. Key processes in knowledge intensive firms.
Unit – IV:
Knowledge management framework of Hansen–Earl’s seven schools of knowledge management–Alvesson and Karreman’s knowledge management approaches. Knowledge management solutions, mechanisms and systems. Knowledge management infrastructure.
Unit – V:
Organizational impacts of knowledge management-on people, processes, products and
organizational performance. Factors influencing knowledge management. Knowledge management assessment of an organization–importance, types and timing. Knowledge discovery systems.
4.6.2. (M): Services and Retail MarketingUnit – I: Service:
Concepts, Scope of Services. Goods-Services continuum. 4Is of Services Goods and Services. Categorization. Industrial Services. Segmentation target Marketing and positioning. Customerexpectations and perceptions of services.
Unit – II: Service marketing Mix:
Product, Pricing, Place, Promotion, People, Physical evidence and process. Service Quality-
Dimensions of quality. Understanding Quality Management. Measuring service Quality.
Unit – III: Strategies for Marketing:
Overview, strategies for dealing with intangibility, inventory, inconsistency and inseparability.Building customer Relationship through Segmentation and retention strategies. Service Marketing Triangle- External Marketing, Internal Marketing, Relationship Marketing and Interactive Marketing.
Unit – IV: Introductio n to Global Marketing
Importance of Global Markets–Consumer Markets–The Environment of Global Marketing–Cultural Environment–Economic Environment–Demographic Environment–Political and Government Environment–Technological Environment.
Unit – V: International Brands and International Products
Identifying Global customer needs–Satisfying Global Customers-Coordinating Marketing Activities-Global Product Planning–Product Objectives–New Products in Global Marketing–Distinction between Global Marketing and Indian Marketing .
4.6.3. (M): Customer Relationship ManagementUnit – I: Evolution of Customer Relationship:
CRM- Definition, Emergence of CRM Practice, Factors responsible for CRM growth, CRM process, framework of CRM, Benefits of CRM, Types of CRM, Scope of CRM, Customer Profitability, Features Trends in CRM , CRM and Cost-Benefit Analysis, CRM and Relationship Marketing,
Unit – II: CRM Concepts:
Customer Value, Customer Expectation, Customer Satisfaction, Customer Centricity, Customer Acquisition, Customer Retention, Customer Loyalty, Customer Lifetime Value. Customer Experience Management, Customer Profitability, Enterprise Marketing Management, Customer Satisfaction Measurements, Web based Customer Support.
Unit – III: Planning for CRM:
Steps in Planning-Building Customer Centricity, Setting CRM Objectives, Defining Data
Requirements, Planning Desired Outputs, Relevant issues while planning the Outputs, Elements of CRM plan, CRM Strategy: The Strategy Development Process, Customer Strategy Grid.
Unit – IV: CRM and Marketing Strategy:
CRM Marketing Initiatives, Sales Force Automation, Campaign Management, Call Centers. Practice of CRM: CRM in Consumer Markets, CRM in Services Sector, CRM in Mass Markets, CRM in Manufacturing Sector.
Unit – V: CRM Planning and Implementation:
Issues and Problems in implementing CRM, Information Technology tools in CRM, Challenges of CRM Implementation. CRM Implementation Roadmap, Road Map (RM) Performance: Measuring CRM performance, CRM Metrics.
4.7.1. (S): E – Business
Unit – I: E-Business Overview:
Traditiona l Commerce Vs E-Commerce- E-commerce and E-Business- Categories of E-Commerce–Development and Growth of E-Commerce-Advantages and Disadvantages of e-commerce–International Nature of e-commerce.
Unit – II: E-Business Infrastructure:
E-Commerce architectural framework-The Internet and WWW-Internet Protocols–Internet, Intranet and Extranets–Internet connection options–Security Issues in E-Commerce environment-Encryption Techniques–Payment systems–Types of Payments–Legal, Ethical and Tax Issues in E-commerce.
Unit – III: Online Marketing and Supply Chain Management:
Online Marketing–Business Models of E-Marketing–Online Advertisement-Advertisement Methods & strategies–Online retailing–E-Auctions.Supply Chain Management-Procurement Process and the Supply Chain–Types of Procurement-Multi tier Supply Chains-Trends in Supply Chain Management.
Unit – IV: Online Services:
Online Financial Services- Online Banking & Brokerage, Online Insurance Services- Online Real
Estate services-Online Travel Services-Online Hospitality Services-Online Recruitment Services-Online Publishing Services–Online Entertainment –E-Learning.
Unit – V: Mobile Commerce:
Definition of Mobile Commerce–Mobile Commerce Framework–Growth of Mobile Commerce-Benefits & Limi tations of Mobile Commerce-Mobile Network Infrastructure-Information Distribution for Mobil e Networks–Multimedia Content Publishing–Mobile Payment Models-Mobile Commerce Applications
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