CHIRALA COLLEGE OF PG STUDIES

M.B.A. III Semester


BUS 3.1.BUSINESS POLICY AND STRATEGIC ANALYSIS
UNITI
Business Policy – Definition, nature, Scope and purpose of Business policy;
Concept of Strategic Planning – Strategic Management: Nature, Scope, process
and importance Strategic
Decisions, Administrative and operation decisions.
UNITII
Developing vision, mission, goals and objectives, strategy, tactics/policies,
importance of corporate Mission statements – their contents and characteristics
some examples – Johnson & Johnson’s credo, ‘HP way’ ‘Sony Spirit’ etc., and
Mission. Defining the concept of strategy – corporate business and functional
level strategy; Intended deliberate, Realized, unrealized and emergent strategies.
UNITIII
Strategy Formulation: Strategic tools for analysis and appraisal of External
Environment – SWOT analysis; and Structure conduct – Performance (SCP)
analysis; Industry,
competition and competitor analysis – porter’s five forces
model for anglicizing firm’s opportunities and threats – concepts of Hyper
ompetition.
UNITIV
Internal Organisational Analysis – Identification of strengths and weakness of a
firm Resource based theory of the firm – Concept of resources, capabilities and
competencies, concept of core and distinctive competencies; strategic intent,
stretch and leverage, competence based competion; Porter’s value chain
Analysis for appraisal of firm’s resource capabilities – Firms best Strategic fit.
UNITV
Competitive advantage of firm – its Sources: Cost, Quality Innovation and
customer responsiveness etc., Michel
Porter’s Business level (or Generic)
strategies for competitive advantage: Cost leadership, Differentiation and cost
Differentiation Focus – Entry and Exit Barriers, Mobility Barriers – Economics of
scale, learning or Experience curve Benefits.
Reference Books:
1. Ansoff H. Igor, Corporate Strategy: An Analytical Approach To Business Policy For Growth
And Expansion, McGraw – Hill, New York, 1965.
2. Nitin Balwani, Strategic Management & Business Policy, Excel Books, New Delhi
3. Vipin Gupta, Gollakota & Srinivasan, Business Policy and Strategic Management – Concepts
and Applications, Prentice Hall of India, New Delhi.
4. Upendra Kachru, Strategic Management: Concepts & Cases, Excel Books, New Delhi.
5. Rao.V.S.P. & V.Hari Krishna, Strategic management (Text and Cases), Excel Books, New Delhi,
2003.
6. Porter, M.E., Competitive Advantage, The Free Press, New York, 1985
7. Porter, M.E., Competitive Strategy, The Free Press, New York, 1980
8. Glueck, William F. and Lawrence R. Jauch: Business Policy and Strategic Management,
McGrawHill,
International Edition.
9. Kazmi, Azhar: Business Policy, Tata McGraw Hill, New Delhi.
10. P.L.K.Rao, Strategic Management, Ane Books India, New Delhi.
11. Pearce H., John A. and Richard B. Robinson, Jr. Strategic Management: Strategy, formulation
and implementation, Richard D. Irwin, New York, 1982.
12. P. Subba Rao, Business Policy and Strategic Management, Himalaya Publishing House, New
Delhi, 2003.
13. Srinivasan R. Strategic Management – The Indian Context, Prentice Hall of India, New
Delhi.
14. B.S. Hoti, Strategic Management and Business Policy, Wisdom Publications, New Delhi.
BUS 3.2: DECISION SUPPORT SYSTEMS AND MANAGEMENT INFORMATION
SYSTEM
UNIT – I
Management Information System: Basic Concepts – Role of MIS – MIS in
Business MIS
Developing Process Models Simon’s
Model in Information
System – MIS and Security Challenges – Major Trends in Information
Technology.
UNITII
Managerial Decision Making: Decision Making Process – Relationship between
DecisionMaking
and MIS –Group Decision Making Integrating
Managerial
Levels and Functional areas by MISComponents
of Information SystemOrganization
System Versus MIS.
UNIT –III
 System and Design: Systems Development Initiate Different
Methodologies –
System Life Cycle Design Prototype
Approach Detailed
Study on Life Cycle
System – System Implementation.
UNIT –IV
Decision Support System: Definitions of DSS – Architecture of DSS Scope
of
DSS Characteristic
and Capabilities of DSS Components
of DSS – Modules in
DSSClassification
of DSS DSS
Tools – DSS Generators – Steps in Designing a
DSS.

UNIT – V
 Database Management System: Sources of Data – Architecture of Database
Management System Data
ModelsDesign
of Database – Implementation DGMS
– Case study –Design of MIS and DSS system.
References:
1. Jawadekar, Management Information System, Tata McGraw Hill, New Delhi.
2. Arora, Management Information System, Excel Books, New Delhi.
3. C.S.V. Murthy , Management Information System, Himalaya Publishing House, Mumbai.
4. Mallach, Decision Support and Data Warehouse Systems, McGraw Hill Co., New Delhi.
5. Keen Peter G.W.: Decision Support System: An Organisational Perspective, AddisonWesley
Pub.
6. Theierauff, Robert J. Decision Support System Foreffective
Planning, Prentice Hall, New
Delhi.
7. G.V.Satya Sekhar, Management Information System, Excel Books, New Delhi.
8. Krober, Donald W., and Hugh J. Watson, Computer Based Information System, New York.
9. Davisl. Michael W.A. Management approach – Mc Milan Publishing Company, Prentice
Hall, New Jersey.
10. Andrew P., Decision Support System Engineering, Sage John Wiley & Sons, New York.
11. Leod, Raymond Me JR, Management Information Systems, Mc Milan Publishing Company,
New York, 1993.
12. Turban, Efrain Decision Support and Expert Systems – Management Perspective – Mc Milan
Publishing Company, New York, 1988.
13. Janakiram Y and Surukesi: Decision Support Systems, Prentice Hall of India, New Delhi.
14. Sadagopan: Management Information Systems, Prentice Hall of India, New Delhi
15. Mudricksrss, Cluget: Information Systems for Modern Management, Prentice Hall of India,
New Delhi.
BUS – 3.3 BUSINESS LEGISLATION
UNIT-I
The Indian Contract Act, 1872: Essentials of a valid contact. Void Agreements.
Performance of Contracts Breach
of contract and its Remedies. QuasiContracts.
UNIT-II
Special Contracts: Indemnity and Guarantee – Bailment and Pledge – Agency.
UNIT_-III
 The Sale of Goods Act, 1930; General Principles – Conditions and Warranties –
Performance of Contract of Sale – Rights of an Unpaid Seller – The Negotiable
Instrument Act, 1881: Nature and Types – Negotiation and Assignment – Holderindue
course – Dishonour and Discharge of a Negotiable Instrument.
UNIT-IV
The Companies Act, 1956: Nature and Types of Companies Formation
of
Companies – Memorandum, Articles of Association and Prospectus – Company
Management – Meetings and Proceedings – Prevention of Oppression and
Mismanagement – Winding Up.
UNIT-V
Consumer Protection Act – Information Technology Act.
Suggested Readings:
1. Avtar Singh. Company Law. 11 th ed. Lucknow, Eastem, 1996.
2. S.S.Gulshan, Business Law, Excel Books, New Delhi.
3. Khergamwala. J.S. The Negotiable Instrument Acts. Bombay, N.M. Tripathi,1980.
4. Ramaiya, A Guide to the Companies Act. Nagpur, Wadhwa.1992.
5. S.S.Gulshan, Company Law, Excel Books, New Delhi.
6. Moshal, Business Law, Ane Books India, New Delhi.
7. Shah, S.M. Lectures on Company Law. Bombay, N.M. Tripathi,1990.
8. Tuteja, S.K. Business Law for Managers, New Delhi, Sultan Chand.1998l

Finance Specialisation
BUS 3.4 F: INTERNATIONAL FINANCIAL MANAGEMENT
UNIT-I
International Financial Management: An Overview Evolution
of International
Monetary and Financial System Fixed
vs. Flexible Exchange Rate Regimes Recent
Trends in Multinational Financial Management.
UNIT – II
Foreign Exchange Markets: Determination of Exchange Rate Quoting
Foreign
Exchange Rates Measuring
of Foreign Currency Exposure Quoting
Forward
Rates Currency
Futures, Options Swaps.
UNIT – III
Capital budgeting for the Multinational Corporation Cost
of Capital and Capital
Structure of Multinational Firms Dividend
Policy of the Multinational Firm.
UNIT – IV
Current Assets Management: International Cash Management Accounts
Receivable Management Inventory
Management Financing
Strategies of
Working Capital.
UNIT-V
International Financing: International Financial Markets Euro
Markets Multinational
Financial Institutions.
References :
1. Apte, P G., International Financial Management, Tata McGraw Hill, New Delhi.
2. Madhuvij, International Financial Management, Excel Books, New Delhi.
3. Abdullah, F. A., Financial Management for the Multinational Firm. Englewood Cliffs,
New Jersey.
4. Bhalla V.K. International Financial Management, Anmol Publications, New Delhi.
5. Kim. Suk. and Kirn. Seung. Global Corporate Finance: Text and Cases, Miami Florida,
Koib.
6. Eitman.Stone Hills, Moffett, Multinational Business Finance, Addition Wesley, New
Delhi.
7. Pilbean, International Finance, Ane Books India, New Delhi.
8. Shapiro, Alan C. Multinational Financial Management, Prentice Hall of India, New
Delhi.
9. Eun/Resnick : International Financial Management, Tata McGraw Hill, New Delhi.
10. Reid W.Click, and Joshua D Coval., The Theory and Practice of International Financial
Management, Prentice Hall of India, New Delhi.
11. Vyuptakesh Sharan, International Financial Management, Prentice Hall of India, New
Delhi
BUS 3.5 F: SECURITY ANALYSIS AND INVESTMENT MANAGEMENT
UNIT –I
Investment: Nature of Investment Objectives
Process
of Investment Investment
Environment Securities
Trading Recent
Developments in the
Indian Stock Market.
UNIT – II
Concept of Risk and Return — RiskReturn
Tradeoff
— Components of
Investment Risk —Measurement of Risk and Return Calculation
of Expected
Return and Risk.
UNIT-III
Valuation of Securities: Approaches of Valuation Common
Stock Valuation Preference
Share Valuation Valuation
of Debt Instruments Risk
Management
in Bonds Bond
Duration.
UNIT-IV
Security Analysis:Fundamental
analysis: Economy analysis Industry
analysis –
Company analysis.
UNIT-V
Security Analysis:Technical
Analysis: Tools and Methods of Technical Analysis
– Dow Theory Elliot
Wave theory Moving
Averages Breadth
of Market Momentum
– Technical Indicators.
References:
1. Amling, Frederic, Investment An
Introduction to Analysis and Management, Prentice Hall
of India, New Delhi.
2. Bhat, Security Analysis and Portfolio Management, Excel Books, New Delhi.
3. Bhalla. V.K., Investment Management: Security Analysis and Portfolio Management, Sultan
Chand, New Delhi.
4. Fisher, Donald E. and Ronald J. Jordan, Security Analysis and Portfolio Management,
Prentice Hall of India, New Delhi.
5. Fuller, Russel J., and Farrel, Jr., James L., Modem Investments and Security Analysis,
McGraw Hill Book Company, New York.
6. Huang, Stanley S C and Randall, Naury R. Investment Analysis and Management, Allyn
and Bacon, London.
7. Parvathiswara Rao, Security Analysis and Portfolio Management, Excel Books, New Delhi.
8. Pandian Punithavathy, Security Analysis and Portfolio Management, Vikas Publishing
House Pvt. Ltd., New Delhi.
9. Prasanna Chandra: Investment Management, Tata Me Graw Hill Publishing House, New
Delhi.
10. Ranganathan, M. & Madhumathi, R., Investment Analysis and Portfolio Management,
Pearson Education, New Delhi.
11. Steven E. Bolten: Security Analysis and Portfolio Management, Rinehart and Winston Inc.
12. Sharpe, William, F. G. Alexander, F. Bailey, and W. C. Sharpe, Investments, New Delhi,
Prentice Hall of India.
* * *
Marketing Specialisation
BUS 3.4. M: ADVERTISING MANAGEMENT
UNIT-I
Advertising: Defined, advertising as a tool of marketing; Advertising affects –
economic and social; Advertising and consumer behavior; Advertising scene in
India.
UNIT-II
Advertising objectives and Advertising Budgets.
UNIT-III
Advertising Media: Print media, broadcasting media; Nonmedia
advertising;
Media planning and scheduling; Advertising on Internet; Media selection
decisions.
UNIT-IV
Message Design and Development: Copy development, types of appeal.
UNIT-V
Measuring Advertising Effectiveness: Management advertising agency – client
relationship; Promotional scene in India; techniques for testing advertising
effectiveness.
Suggested Readings:
1. Aaker, David A. etc., Advertising Management, 4 th ed., Prentice Hall of India, New Delhi,
1985.
2. Kazmi, Advertising & Sales Promotion, Excel Books, New Delhi
3. Beleh, George E and Beleh, Michael A. Introduction to Advertising and Promotion. 3 rd ed.,
Chicago, Irwin, 1995.
4. Borden, William H. Advertising. New York, John Wiley, 1981.
5. Hard, Norman. The practice of Advertising, Oxford, Butterworth Heinemann, 1995.
6. Kleppner, Otto. Advertising Procedure. Englewood Cliffs, New jersey, Prentice Hall Inc.,
1986.
7. Igilvy, David. Ogilvy on Advertising. London. Longman,1983.
8. Sengupta, Subroto. Brand Positioning, Strategies for Competitive Advantages. New Delhi.
Tata McGraw Hill 1990.




BUS 3.5 M: BRAND MANAGEMENT
UNIT-I
Understanding Brands; Brand Hierarchy, Brand personality, Brand image; Brand
Identity, Brand positioning, Brand equity.
UNIT-II
Value addition from branding; Brand – customer relationship, Brand loyalty and
Consumer loyalty.
UNIT-III
Managing Brands; Brand creation; Brand extensions; Brand – product
relationships; Brand portfolio; Brand Revitalization.
UNIT-IV
Brand Assessment through research – Brand identity, position, image, and
personality assessment and change; financial aspects of brands.
UNIT-V
Branding in different sectorsBranding
in customer, industrial, retail and service
sectors.
Suggested Readings:
1. Jones, What is in a Brand, Tata McGraw Hill, New Delhi.
2. Harsh k, Verma, Brand Management, 2 nd Edition, Excel Books, New Delhi.
3. Aaker, David, A.Managing Brand Equity. New York. Free Press, 1991.
4. Cowley, Don. Understanding Brands. London, Kogan Page, 1991.
5. Czemiawski, Richard D. & Michael W. Maloney Creating Brand Royalty, AMACOM.NY,
1999.
6. Kapferer, J.N. Strategies Brand Management. New York, Free Press, 1992.
7. Tapan Panda, Building Brands in the Indian Market, Excel Books, New Delhi.
8. Kotler, Brand Management, Ane Books India, New Delhi.
9. Murphy, John A. Brand Strategy. Combridge, The Director Books, 1990.
10. Steward P. Building Brands Directly. London MacMillan, 1996.
11. Upshaw. Lyhh B. Building Board Identity: A Strategy for success in a Histile Maker place.
New York John Wiley, 1995.
12. Ajay Kumar, Brand Mamangement, Wisdom Publications, New Delhi.
OB & Human Resources Management Specialisation
BUS 3.4 OB & HRM: MANAGEMENT OF INDUSTRIAL RELATIONS
UNITI
Industrial Relations perspectives; Industrial relations and The emerging Socioeconomic
Scenario;
UNITII
Industrial Relations and the state; Legal Frame Work of Industrial relations;
UNITIII
Role and Future of Trade Unions; Trade Union and the Employee; trade union
and the Management;
UNITIV
Discipline and grievance Management; Negotiation and collective settlements;
Participative Management and Coownership;
UNITV
Collective Bargaining and Gain Sharing; Employee Empowerment and quality
Management; Industrial relations and Technological Change.
Suggested Readings:
1. Monappa, Industrial Relations, Tata McGraw Hill.
2. B.D.Singh, Industrial Relations, Excel Books, New Delhi.
3. C.B.Mamoria, Industrial Relations, Himalaya Publishing House, New Delhi.
4. Kochan, T.A. & Katz Henry. Collective Bargaining and Industrial Relations. 2 nd ed.
Homewood, Illinois, Richard Dirish, 1988.
5. Mamkoottam, K Trade Unionism. Myth and Reality. New Delhi, Oxford University Press,
1982.
6. Niland J.R. etc., The Future of Industrial Relations. New Delhi, Sage, 1994.
7. Papola, T S & Rodgers, G. Labour Institutions and Economic Development in India. Geneva,
ILO, 1992.
8. Arora M, Industrial Relations, Excel Books, New Delhi.
9. Ramaswamy, E.A. The Rayon Spinners. The Strategic Management of Industrial Relations.
New Delhi, Oxford University Press, 1994.
BUS 3.5. OB & HRM : LEGAL FRAMEWOK GOVERNING HUMAN RELATIONS
UNIT-I
Emergence and Objectives of Labour Laws and their Socioeconomic
Environment; Industrial Relations LawsLaws
relating to Industrial Disputes,
UNIT-II
Trade Unions, and Standing Orders Laws relating to discharge, Misconduct,
Domestic Enquiry, Disciplinary Action ;
UNIT-III
Social Security LawsLaws
relating to Workmen’s compensation, employees1
State Insurance, provident fund, Gratuity and maternity Relief;
UNIT-IV
Wages and Bonus Laws – The law of minimum wages, Payment of Wages,
payment of Bonus;
UNIT-V
Laws Relating to Working Conditions – the laws Relating to factories,
establishment , and contract labour; Interpretations of Labour laws, their
working, implications for Management, Union, Workmen; the Economy and the
Industry.
Suggested Readings:
1. Ghaiye,B.R.Law and Procedure of Departmental Enquiry in Private and Public Sector.
Lucknow Eastern Law Company, 1994.
2. Singh, Labour Laws for Managers, Excel Books, New Delhi.
3. Malhotra O.P. The Law of Industrial Disputes Vol.I & II. Bombay,N.M. Tripathi,1984.
4. Malik, P.L.Handbook of Industrial Law.Lucknow. Eastern Book, 1995.
5. Saini, Debi S. Labour Judiciary. Adjudication and Industrial Justice. New Delhi, Oxford,
1995.
6. Saini, Debi S. Redressal of Labour Grievances, Claims and Disputes, New Delhi, Oxfors
& IBH, 1994.
7. Seth, D.D. Industrial Disputes Act, 1947. Vol. I & II. Ombay N.M. Tripathi, 1995.
Srivastava S.C. Industrial Relations and Labour Law. New Delhi, Viikas, 1994.
Systems Specialisation
BUS 3.4 SS: SYSTEMS ANALYSIS AND DESIGN
UNIT-I
Information Systems Environment: Systems Concept Characteristics
of a
System Elements
of a System Types
of Systems Man
Made Information
Systems. System Development Life Cycle: System Development Life Cycle Design
Implementation,
Post Implementation and Maintenance Considerations
for Candidate Systems Prototyping.
UNIT-II
Systems Planning and Investigation: Bases for Planning in Systems Analysis Dimensions
of Planning Initial
Investigation Needs
Identification Determining
the User's Information Requirements. Feasibility Study: System
Performance Feasibility
Study: Feasibility Considerations. Steps in Feasibility
Analysis Feasibility
Report Oral
Presentation.
UNIT-III
Tools of Structured Analysis: Structured Analysis Tools
of Structured Analysis:
Data Flow Diagram (DFD), Data Dictionary, Decision Tree and Decision Tables.
Process and Stages of Systems Design: Process of Design: Design Methodologies
Major
Development Activities Audit
Consideration.
UNIT-IV
System Testing and Quality Assurance: System Testing Nature
of Test Data Test
Plan Quality
Assurance: Quality Assurance Goals in the Systems Life
Cycle Levels
of Quality Assurance Trends
in Setting.
UNIT-V
System Implementation and Software maintenance: Conversion: Activity
Network for Conversion Combating
Resistance to Change. PostImplementation
Review: Request for Review Review
Plan. Software Maintenance.
REFERENCES:
1. Elias M. Awad Systems
Analysis and Design Galotia
Publications.
2. Hawryszkiewyez Introduction
to systems Analysis and DesignPrentice
Hall of
India.
3. Ram Bansal "Vigyacharya 7 Information
systems analysis and Design New
Age
International Publishers
4. Whitten J.L. & Bentilchy D Loimic System
Analysis and Design methods –McGraw
Hill
5. Alan Dennis, Barbam Illaley Winom System
Analysis and Design John
Wiley &
Sons
6. Kenneth E. Kendall & Julic E. Kendall System
analysis and design Prentice
Hall of
India.
7. Jamers A Semm 'Information System Analysis & Design
BUS 3.5 SS: DATABASE MANAGEMENT SYSTEM
UNIT-I
Database Environment: Traditional File Processing Systems Database
Approach
costs and Riskes of the Database approach Range Database Applications Components
of the Database Environment Evolution
of Database Systems.
Database Development Process Database Development within Information
systems Development Database
Development Process Managing
the people
involved in Database Development Threetiered
Database.
UNIT-II
Modeling Data in the Organization: Modeling the Rules of the organization ER
Model Entity
Relationship
Model Constructs Relationships.
Logical Database
Design and the Relational Model: Relational Data Model Integrity
Constraints Transforming
EER Diagrams into Relations Introduction
to Normalization Basic
Normal Forms Merging
RelationsFinal
Step for defining Relational Keys.
UNIT-III
SQL: History of SQL Role
of SQL in a Database Architecture SQL
Environment database
in SQL Inserting
Updating and Deleting Data Internal
Schema in RDBMS Processing
Single Tables. Advanced SQL: Processing
Multiple Tables Ensuring
traction Integrity Data
dictionary Facilities SQL99
Enhancement and Extensions to SQLTriggers
and Routines Embedded SQL and
Dynamic SQL
UNIT-IV
Physical Database Design and Performance: Physical Database Design Process Designing
Fields Designing
Physical Records and Demoralization Designing
Physical Files Using
and Selecting Indexes.
UNIT-V
Transaction Processing Concepts:
Introduction to Transaction Processing Transaction
and Systems Concepts Desirable
Practices of Transaction Schedules
and Recoverability Serializability
of Schedules.
Concurrence Control Techniques:
Locking Techniques for Concurrence Control Concurrence
Control based on
TimeStamp
Ordering Multiversion
Concurrence Control Techniques Validation
Concurrence Control Techniques Granularity
of Data items and
Multiple Granularity locking Using
Locks for Concurrence Control Indexes.
REFERENCES:
1. Jeffrey A Hoffer, Mary B.Proscott Modem
Database Management Pearson
Education.
2. Elmasri & Navathe: Fundamentals of Database Systems, 2 nd Edition, Pearson Education.
3. Sitbergehatz Jorth H.F. Database System Concepts McGraw
Hill
4. Hansen & Hansen Database
Management and Design, Prentice Hall of India
5. Panneer Selvam, Data Management System, Prentice Hall of India
6. Leon & Leon Database
Management Systems, Prentice Hall of India
7. Date C.J.An Introduction to Database Systems, Addison Willey.

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