Digital Business Mgt 2016 Syllabus_1 Syllabus Mumbai University

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UNIVERSITY OF MUMBAI













Restructured & Revised Syllabus under
Credit based Semester and Grading System

For


Master of Management Studies (MMS)

2 Years full -time Masters Degree

Course in

Digital Business Management


(Effective from the academic year 2016 – 2017)

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Title

Name of the Programme: - MASTER OF MANAGEMENT STUDIES
(MMS) IN DIGITAL BUSINESS MANAGEMENT

Nature of the Programme: - MMS (Master of Management Studies) in Digita l Business
Management is a 2 year Full time Master‟s Degree course of University of Mumbai.

Eligibility Criteria

As per the directives of Directorate of Technical Education, Government of Maharashtra

Preamble

Digital Business Management programme provi des the essential components of a traditional
business degree, plus broad selection of cutting edge technology and advanced marketing
techniques. It will help the students to succeed in a highly competitive business environment.

For years, we are witnes sing the transition from an analog to a new digital society, (new
technologies, business models, forms of organization and communication ...) with the
disruptive changes that this implies; the way of doing business and structure the work. This
has been a c onsequence of profound changes that have experienced the most economic
sectors, new companies with new business cultures that have revolutionized the prevailing
status quo in many economic sectors creating new totally different to the previous settings.
We live in a changing stage characterized by complexity, ambiguity, volatility and the speed
of the environment.

Society demands more transparency and honesty in the way we communicate and witness the
exponential increase in information (external, unstruct ured, open and real time) to manage
decision making. There are new technological tools that will meet in the Master in Digital
Business Management allows you to manage more efficiently an organization. A very
challenging environment that demands new skills , professional and personal skills required to
assimilate in this program. Given the above, the Master in Digital Business Management
Mumbai University focuses on the key aspects from both technical and human, to face this
new environment guarantees. There is a need for professionals and digital entrepreneurs of
our time

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Need for Revision and Restructure of MMS in Digital Business Management
Curriculum

The curriculum shift is a response to the industries digital infrastructure shift, from
informatio n islands to digital infrastructure of systems and services. The Curriculum in
Digital Business Management is restructured to focus on digital tools and technologies that
are essential in every aspect of the business. Thus, the new design is developed to meet the
digital business needs and also to meet the emerging industry demand for masters who can
manage digital business and networks. The revision of DBM curriculum is a paradigm shift
from Digital marketing to Digital Technology based business programm e to a new one
focused on using Digital Technology for business process integration.

The Current Scenario

1. Changing global facets of businesses and economies
2. Dynamism in industry practices and evolution of digital technology
3. Emergence of new digital b usiness models and business practices
4. Thrust on Application oriented and experiential learning
5. Expectations of Key stakeholders viz. Students, Industry and Academicians

This has led to
Gaps in Current Curriculum

1. Lack of specialized in depth knowledge i n Digital technology based business models.

2. Lack of thrust on current Digital Business Management practices.
3. Absence of cross -functional skills and holistic thinking.

4. The challenge is to become a place, where leadership is promoted and nurtured with a
long-term vision.

5. B-schools must be creative and introduce innovative courses for the overall development
of the students.

Objectives for New Curriculum

The MMS in Digital Business Management programme prepares a student for a career in
diverse sectors n ationally as well as globally. The MMS in Digital Business Management is
a Combo programme , facilitates absorption & application of knowledge in Digital
Information and C ommunication S ystem Technology and as well as theory and practice
across multiple functional areas of management and enables students to adopt an
integrated approach toward s real life situations and circumstances.

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1. To thrive in complex reality and to acquire a systemic understanding of what
organizations are, how they work and how they can interact effectively with their
commercial, social and physical environment

2. To nurt ure and develop higher consciousness, cognitive flexibility by developing a strong
base to build professional career and to channel that knowledge into a targeted career
direction

3. To Change mindset of the Learner and to develop well trained leaders and ma nagers who
are responsible citizens.

4. Incorporate some flexibility for institutes to teach new and contemporary curriculum for
greater employability of their students.

5. Make the course attractive for large number of students to specialize in the existing
domains and other attractive new domains like education management, corporate law and
consultancy streams.

6. Institutions should also inculcate multitasking abilities amongst students, learning foreign
languages and advanced IT knowledge so that they can per form better in the chosen field
nationally and internationally
7. Providing more flexibility to individual Institutes for introducing courses/electives.

The goal is aimed at to imbibe and enhance the following skill sets

1. Exposure to Global practices
2. Applic ation of Digital technology and enhancement of Digital technology skills
3. Peer based learning and team work
4. Experiential Learning (Learning by Action and Application)
5. Team building basics and its orientation

With the breadth and depth of our core and electives , students can take a multi -disciplinary
approach or delve deeply into a single area.

Highlights of the New Curriculum
1) additional choices in electives from 1st semester
2) Providing the much needed flexibility to individual Institutes to carve a ni che for
themselves

3) Reduction in the number of subjects in all semesters to enable students to delve deep into
the domain specialization subjects and utilize the time for employment oriented training
for their employability.
4) Commencement of Specializations from 3rd Semester.

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5) Augmentation in the number of electives starting from 2nd semester to provide greater
flexibility and choice from the career perspective.

Structure of the Revised MMS in Digital Business Management Curriculum

The courses under the re vised structure and curriculum fall under two categories of Core and
Electives. The core subjects are from Digital Business Management domain. The
electives component will provide flexibility and allow the institutes to provide some
initiatives in Human Re source Management, Finance Management, Marketing Management,
and Operation Management. List of elective courses allows flexibility for institutes to teach
courses keeping in mind industry needs and student‟s profile so as to enable them to position
themsel ves based on their areas of expertise.
The essence of this structure is to encourage students to “ think like a mountain” , starting
with a broad canvas to assimilate knowledge from all facets of management and meticulously
move towards acquisition and pract ice of excellence in a specific and desired domain of
expertise.
Learning Pedagogy

1. Foundation Course is the cornerstone of the MMS in Digital Business Management
program. It is offered before the commencement of MMS Digital Business Management
programme t o acquaint with the basics of the course.

2. The first semester is the foothill, where the odyssey begins. A common base of
knowledge essential for all management professionals. The first semester shall be
consisting of 8 subjects - 5 (five) core and 3 (thre e) electiv e from the 10 subjects.

3. Having cleared the foothills, students in the second semester endeavour to attain further
skill sets through an integrated frame work, which guides them towards their desired field
through subtle introduction of relevant subjects. The second semester would consist of
eight subjects of which 5 subjects would be core subjects and 3 subje cts would be
electives from the 10 subjects.
Teaching Pedagogy

Teachers are expected to impart knowledge along -with traditional teaching through new and
innovative pedagogical approaches. Some of these techniques are: -

Reading, Group Discussions, Lectures, Role plays, Field Work, Workshops, Counseling
Sessions, Watching Educational and Informative Videos, Assignments, Quizzes, Tests, L ive
Projects, Case Studies, Presentations, Simulations, Industrial Visits, Participation in academic
and extra – curricular activities, inculcation of industry specific skills and training &
development sessions

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UNIVERSITY OF MUMBAI , MUMBAI
MMS in Digit al Business Management - Semester I (CBGS)
with effect from Academic Year 2016 -17

CORE
Teaching Hours Assessment Pattern

Sr. No. of No. of Semester Duration

Subject Sessions Sessions of Continuous Total of No of
No. End

of 90 90 minutes Assessment Marks Theory Credits
Examination

minutes per week Paper

1 Perspective Management 27 2 40 IA 60 IA 100 3hr 4

2 Financial Accounting 27 2 40 IA 60 IA 100 3hr 4

3 Business Statistics 27 2 40 IA 60 IA 100 3hr 4

4 Operations Management 27 2 40 IA 60 IA 100 3hr 4

5 Managerial Economics 27 2 40 IA 60 IA 100 3hr 4



3 ELECTIVES OUT OF 10

1 Effective and Management Communication 27 2 40 IA 60 IA 100 3hr 4

2 Business Ethics 27 2 40 IA 60 IA 100 3hr 4

3 Ecommerce 27 2 40 IA 60 IA 100 3hr 4

4 Organizational Behaviour 27 2 40 IA 60 IA 100 3hr 4

5 Introduction to Creativity and Innovation 27 2 40 IA 60 IA 100 3hr 4
Management


6 Foreign Language (Other than English) 27 2 40 IA 60 IA 100 3hr 4

7 Negotiation and Selling Skills 27 2 40 IA 60 IA 100 3hr 4

8 IT Skills for Management and Technology 27 2 40 IA 60 IA 100 3hr 4
Platform


9 Information Technology for Management 27 2 40 IA 60 IA 100 3hr 4

10 Personal Grooming / Personal Effectiveness 27 2 40 IA 60 IA 100 3hr 4



Total No of Credits 32


UA: University Assessment IA: Internal Assessment

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Proposed Revision for MMS in Digital Business Management Syllabus
wef AY 2016 -17 (Batch 2016 -18)

Semester I

Sr. Core Sr. Electives (Any 3)
No. No.


1 Perspective Management 1 Effective and Management Communication


2 Financial Accounting 2 Business Ethics


3 Business Statistics 3 Ecommerce


4 Operations Mana gement 4 Organizational Behaviour


5 Managerial Economics 5 Introduction to Creativity and Innovation

Management


6 Foreign Language (Other than English)


7 Negotiation and Selling Skills


8 IT Skills for Management a nd Technology

Platform


9 Information Technology for Management


10 Personal Grooming / Personal Effectiveness




Note:
All subjects / papers for Semester I will be internally assessed by the institute
1. . The Criteria for the internal marks is given below
The marks of term work shall judiciously awarded depending upon the quality of the term work
including that the report on experiments assignments. The final marks will be awarded if the
term work warrants the satisfactory the a ppropriate completion of the assignments. The
following weightage of marks shall be given for different components of term work
 Class test [2 X 20] will be converted into 20 Marks
Assignments, Role Plays, Case Studies , Presentations, Projects, Quizzes
 [ 2X10 ] will be converted into 10 Marks
 Attendance and Class Participation 10 Marks
[50%- 75% : 03 Marks; 76% -80% 05 Marks 81% - 90%: 07Marks 91% onwards:
10Marks]

Institute will have the discretion to select minimum 3 (three) subjects or more from given
2
list of 10 subjects. Total 32 credits has to be obtained.


Any new elective proposed to be introduced by the Institute, apart from electives listed in
the new syllabus, need to take prior approval from Board of Management Studies of t he

3 University in writing outlining the details of the course with learning objectives, learning
outcomes, detailed syllabus, teaching learning plan and course evaluation procedures
atelast 6 months in advance before the commencement of the semester.

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PROG RAM : MMS in Digital Business Management

Semester : I - Core
Title of the Subject / course : Perspective Management
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives
1 explain the relationships between organizational mission, goals, and objectives
2 To comprehend the significance and necessity of managing stakeholders
To conceptualize how internal and external environment shape organizations and their
3 responses
To develop critical thinking skills in identifying ethica l, global, and diversity issues in
4 planning, organizing, controlling and leading functions of management
5 To Understand organizational design and structural issues
To understand that citizenship involves taking To conscious steps for societal advancement
6 at individual level and organizational level

Prerequisites if any
Connections with
Subjects in the current or
Future courses

Module
Sr. Content Activity Learning outcomes

No.



Fundamentals for personal Lecture, in teraction,

1. and organisational success Discussion .
Examining

Fundamentals of personal success stories The student will be able to look at

1leadership through videos of multiple perspectives that impact

industry pioneers Business and life.

followed by

discussion

Management: Science, Self-study,

Theory and Practice – The Discussion, Quiz

Evolution of Management To demonstrate empirical

Functions of Management understanding of various

2 Nature and purpose of organizational processes and

Planning behaviors and the theories


Objectives, Strategies, associated with them

Policies and Planning

Premises – Decision

making – Global Planning

Managing your career and

understanding The student will be able to

organisational dynamics: demonstrate leadership behaviours

3 - Leadership functions and Discussion which will be three pronged:

corresponding skills leading self, leading others and


required leading for change and impact.

- Choosing the
right positions

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Sr. Content Activity Learning outcomes

No.



- Special dilemmas of

early career

- Landing stretc h

assignments

- Building a network of

relationships

- Challenges faced by the

minority

- Developing ethical

judgment

- Assessing your career

Managing in adversities / Case Stu dy The Student will explore different

4 Management of crisis approaches and their consequences

during crisis management

Social Responsibility, Discussion, Case To understand the role of
Ethics and Sustainable study, Group work,
managers and citizens in society
5 Development Movie, Student


Presentation, Debate

on MBA Oath

Mind control and spiritual Literature Reading, The Student will learn ways of

6 Quotient Discussion staying positive and having a

healthy mind

Role and Responsibilities Caselets, role plays To understand the roles and
of a Manager, Effective and discussions
7 functions of managers at various
and Ineffective Managerial

(entry, middle and the to p) levels
styles



Difference between Literature reading The student will understand the

8 management and and Discussion behavior, skills and mindset of a

leadership, Understanding manager and of a leader.



Level 5 Leade rship

Strategic Management – Discussion, Student

Definition, classes of Presentations, Case

decisions, levels of study

decision, Strategy, Role of The Student will understand

9 different Strategists, various concepts a nd examples

Relevance of Strategic related to Strategic Management

Management and its

benefits, Strategic

Management in India

Change Management Discussion, Movies, The Student will learn about the

10 Case study various steps to be followed to

bring about change

11 Total Quality Management Discussion, Quiz The Student will understand the

concepts and examples of TQM

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Text books

1 Principles and Practices of Management by DrKiranNerkar and D r Vilas Chopde
2 Principles of Management – Davar
3 Essentials of Management – Koontz &Weihrich
4 Strategic Management – V S P Rao& V Hari Krishna


Reference books
1 The Leader Within – DreaZigarmi, Michael O‟Connor, Ken Blenchard, Carl Edeburn
2 The Action -Centred Leadership – John Adair
3 Good to Great – Jim Collins
4 Leadership – Rudolph Guliani
5 The Mind and its Control – Swami Budhananda
6 Management – a competency building approach – HeilReigel / Jackson/ Slocum
Assessment

Internal 40%
Seme ster end 60%

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PROGRAM: MMS in Digital Business Management

Semester : I - Core
Title of the Subject / course : Financial Accounting
Course Code :
Credits : 4 Duration in Hrs. : 40

Learning Objective

1 To understand the basic concepts a nd fundamentals used in financial accounting.
2 To learn all the intricacies of corporate financial statements.

Prerequisites if any

Connections with This subject will provide basic knowledge of accounting which will be useful

Subjects in the cu rrent or and required for the subjects in the area of finance in the upcoming terms

Future courses

Module

Sr. Content Activity Learning outcomes
No.



Introduction to Accounting Lecture and

Meaning and necessity o f accounting discussion Clarity and understanding of the basic

1 Accounting cycle concepts of accounting and financial

An overview of Financial Statements – statements

Income Statement and Balance Sheet

Introduction and meaning of GAAP, IFRS Theoretical

and Ind AS discussion

Important Accounting Standards and Ability to apply the principles and
Concepts used in accounting explanation
2 concepts of accounting in preparing the
Concepts related to Income Statement and

financial statements
Balance Sheet



Accounting Equation and its relation to

accounting mechanics

Accounting mechanics and process Theoretical Ability to execute the accounting process -

discussion Recording - Classifying and Summarizing.
3 leading to preparation of Trial Balance and
and Understanding the use of accounting
Financial Statements

exercises software


Preparation of Financial Statements with Theoretical

Adjustment - „T‟ form and vertical form of discussion

financial statements and Detailed and in depth understanding of all

4 Detailed discussion and understanding of problem the items in the corporate financial

various items in Schedule III solving statements

Preparation of Corporate Financial

Statements and Notes to Accounts

Revenue recognition and measurement Theoretical Understanding the principles of revenue

discussion recognition and ability to disting uish
Capital and revenue items

and between revenue and capital income and
5 Treatment of R & D expenses

exercises expenditure and their treatment in
Preproduction cost

corporate financial statements
Deferred revenue expenditure etc.





Sr. Content Activity Learning outcomes

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No.


Theoretical

discussion Understanding different methods of

6 Fixed Assets and Depreciation Accounting and depreciation and their impact on

proble m profitability and asset valuation

solving

Theoretical

discussion Understanding the concepts of inventory

7 Evaluation and accounting of Inventory and valuation and their effect on profit and

problem cost of goods sold.

solving

Problems

and Ability to prepare a statement of changes
Fund Flow Statement exercises
8 in financial position with respect to
Cash Flow Statement with
working capital and cash flow.
theoretical


discussion

Corporate Financial Reporting – Reading of Assignment

Annual Report, Presentation and analysis of discussion Ability to read Annual Reports,
audit reports and directors report. (Students

9 Presentation and analysis of audit reports
should be expos ed to reading of Annual

and directors‟ report
Reports of companies both detailed and



summarized version)

10 Basics of Cost Accounting Theoretical Understanding basic cost concepts and

discussion ability to prepare a si mple cost sheet



Theoretical Understanding the difference between

11 Ethical Issues in accounting discussion errors and frauds; creative accounting and

the Corporate Governance Report.

Text Books


1 Financial Accounting for Management – Dinesh D Harsolekar
2 Financial Accounting –Text and Cases – Dearden and Bhattacharyya
3 Accounting - Text and Cases – Robert Anthony, david Hawkins and Kenneth Merchant

Reference Books

1 Financial Accounting - Reporting & Analysis – Stice and Diamond
2 Full Text of Indian Accounting standard – Taxmann Publication
3 Financial Accounting for Managers – T.P. Ghosh
4 Financial Accounting – R. Narayanaswamy

Assessment

Internal 40%
Semester end 60%

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PROGRAM: MMS in Digital Business Mana gement

Semester : I - Core
Title of the Subject / course : Business Statistics
Course Code :
Credits : 4 Duration in Hrs. : 40

Learning Objectives
1 To know statistical techniques
2 To understand different statistical tools
3 To under stand importance of decision support provided by analysis techniques
4 To appreciate and apply it in business situations using caselets, modeling, cases and projects
5 To understand Managerial applications of Statistics

Prerequisites if any Basic Mathemat ics
Connections with Operations Research, Economics, Research Methodology, Quantitative
Subjects in the current Techniques, Project Management, Financial Management, production and
or Future courses operations management,

Module
Sr. Content Activity Learning outcomes
No.


Revision of Data Problem solving, cases Learner will be able to apply these
demonstrating typical uses
Representation, Central basic concepts in business situations,
1 of mean, mode median,
Tendency and Di spersion Analyse charts graphs to analyse
Use of Microsoft Excel,
Kurtosis and Skewness business situations
available software


Probability - Axioms, Addition

and Multiplication rule, Types of Solving problems and Understand the uncertainty in
2 probability, Independence of Caselets,
business situations as probability
events, probability tree, Bayes‟ Writing short cases


Theorem

Concept of Random variable,

Probability distribution, Problem solving ,

Expected value and variance of Understand decision under risk, use
Creating decision tree,
3 random variable, conditional of conditional expectation as basis
cases
expectation, Classical News for comparison


Paper boys problem( EMV,

EVPI)

Probability distributions Problem solving, Microsoft Use of distributions in Quality

4 control, Six sigma and process
Binomial, Poisson, Normal excel, cases
control


5 Sampling distribution Problem solving, Microsof t Importance of Central limit theorem
excel


6 Estimation - Point estimation , Problem solving, Microsoft Understand Confidence interval as

Interval estimation Excel way of hypothesis testing


7 Hypothesis testing - students t, Problem solving, Microsoft Use in research
Chi square, Z excel, cases

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Sr. Content Activity Learning outcomes
No.



8 Analysis of variance - one way, Problem solving, Microsoft Use in research
two way excel, cases


9 Correlation and regression Problem solving, Microsoft Understand Model building
Analysis and significance excel, cases


Text books



1 Statistics for Management Richard Levin , David Rubin, Prentice Hall of India

2 Statist ics for Managers Levine, Stephen, Krihbiel, Berenson, Pearson Education

3 Complete Business Statistics Aczel Sounderpandian, Tata McGraw Hill


Reference books

1 Statistics for Business and Economics Newbold, Carlson, Thorne, Pearson Education
Anderson, Sweeney, Williams,
2 Statistics for Business and Economics Cengage Learning
Albright, Winston, Zappe, Thomson
3 Data Analysis and Decision Making
Assessment

Internal 40%
Semester end 60%

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PROGRAM: MMS in Digital Bus iness Management

Semester : I - Core
Title of the Subject / course : Operations Management
Course Code :
Credits : 4 Duration in Hrs. : 40

Learning Objectives
1 To expose a student of Management to operations principles.
2 To understand basic operating principles in product and service industry
To be able to apply different analytical techniques of operations Management in different industry
3 sectors like hotel, hospital, mall, BPO, Airlines, manufacturing, consulting etc.

Prerequisites if any Exposure to MS -excel
Connections with Subjects
in the current or Future Manufacturing Resources planning and control, Quantitative models in
courses Operations, Operations analytics, Operations applications and cases

Module
Sr. Content Activit y Learning outcomes
No


Introduction to Operations

1 Management, applications in product Lecture, examples Understand the basic concepts and

and service industry, use of learn how to apply the same.


competitive advantage

2 Process analysis in Industry Lectures, cases Understand the physical processes


3 Facility location Lecture, examples Understand characteristics of

equipment, machines and workflow


4 Facility layout Lecture, examples Understand charact eristics of

equipment, machines and workflow


Inventory Management, EOQ,ABC Lecture, examples, Understand how, when, what and

5 how much to order, stock and cost
analysis, Discount policy cases
Implications


Capacity and i ntroduction to Lecture, examples, Understand capacity utilization,

6 overall production planning and
aggregate planning, PPC cases
Control


7 Basics of MRP Lecture, examples, Understand concept of dependency
cases


8 Sequenc ing techniques Lecture, examples, Understand and implement optimal

ordering of jobs


9 Introduction to Service Operation lecture, examples, Understand application of operation

management cases to services


10 Work study and method stu dy lecture, examples Understand measurement of time

Management


Understand quality and control

methods, understand sources of

11 QC and SQC lecture, examples variation and identify them on charts,

process improvement

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Sr. Content Activity Learning outcomes
No


12 ISO systems, Value engineering and lecture Understand global standards, cost

analysis Reduction


13 Introduction to supply chain Lecture Understand basic concept of supply

management Chain


Cases and presentation

Text books

1 Theory & Problems in Production & Operations Management - S N Chary, Tata McGraw Hill
2 Production & Operations Management -Kanishka Bedi , Oxford University Press

Reference books

1 Prod uction and Operations Management -S N Chary, Tata McGraw Hill
2 Production and Operations Management - Chunawalla & Patel, Himalaya Publishing
3 Operations Management for competitive advantage -Chase & Jacob, McGraw -Hill/Irwin

Assessment

Internal 40%
Semester end 60%

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PROGRAMME : MMS in Digital Business Management

Semester : I - Core
Title of the Subject / : Managerial Economics
Course
Course Code :

Credits : 4 Duration in Hrs : 40
Learning Objectives

To ena ble the students to understand both the theory and practice of Managerial
1 Economics,
2 To ensure that the students are in a position to appreciate the finer nuances of the subject.
To help the students in applying the knowledge so acquired in policy plannin g and
3 managerial decision making.

Prerequisites if any Nil

1) This would be a pre -requisite to the second semester paper on
Business Environment, which mainly deals with
Connections with macroeconomic issues, and,
Subjects in the current 2) Both Managerial Economics and Business Environment
or Future courses papers also constitute the base for studying Strategic
Management, which is a University paper in the third
semester.

Module
Sr. Content Activity Learning outcomes
No


Introduction to Managerial

Economics:

The meaning, scope and

methods of Managerial The students should be able to

1 Economics, Dominic Lecture& case decipher, analyse and apply the

Salvatore model of study theory and practice o f Managerial


application of Economics to Economics

business decision making.

Scarcity, choice & production

possibility curve.

Consumer Behavior - I: Students develop an understanding

of a businessman need to locate
Deman d, types of demand,

various factors affecting demand of
factors affecting demand &

Lecture& case his product and plan marketing &
2 demand function. Making of
study business strategies accordingly.
linear demand function &
Students develop an understanding
linear demand curve. Law of

of the practical application of law
demand. Consumer‟s surplus

of demand.


Consumer behavior – II: Students develop an understanding
Concept of elasticity of Lecture& case
3 of the various concepts and its
demand and its significance study
applications.
for a businessman. Types of

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Sr. Content Activity Learning outcomes
No


Elasticity – Price Elasticity of

Demand, Incom e Elasticity of

Demand, Cross elasticity of

demand & Promotional

Elasticity of Demand,

Demand forecasting –

features, significance &

methods

Supply – concept of supply, Students should understand the
factors affecting supply& the

analytics of supply and demand and
law of supply

Lecture & case its various uses.
4 Determination of equilibrium
studies

price :effects of changes in



demand & supply on

equilibrium price

Product ion Function: Lecture and a Student should get an holistic

5 Concept, Isoquant &Isocost understanding of production
case study
analysis economy.


Laws of returns to scale,

6 economies & diseconomies of

scale

Revenue Analys is, Cost Students will follow the

7 analysis and break even Lecture relationship between costs,

analysis revenues, profits and losses

Types of markets: perfect Students will learn about the
competition, monopoly,

Lectures & case intrica cies of the various market
8 oligopoly & monopolistic
study forms and their impact on the
competition – features and
economy and business.
price determination



Types of markets: perfect Students will learn about the
compe tition, monopoly,

Lectures & case intricacies of the various market
9 oligopoly & monopolistic
study forms and their impact on the
competition – features and
economy and business.
price determination



Pricing practices: Factors

affecting pricing decision.

Marginal cost pricing, mark Awareness of students about
10 up pricing, transfer pricing, Lectures & cases
various pricing practices.
product line pricing, price



skimming and penetration

price.

• Profit management

• Role of profits in a market

economy

11 • Nature and measurement of Lecture Students learn about the role of

profit, profit policies profit in business.


• The hypothesis of profit

maximi zation and it's

alternatives

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Sr. Content Activity Learning outcomes
No



• Demand for capital

• Supply of capital

• Capital Rationing Students should realize the
• Capital Budgeting, Net

importance of the diff erent methods
12 Present Value(NPV), Lecture
of capital budgeting as a tool of
Internal Rate of

project management.
Return(IRR).



• Appraising - the

profitability of projects



Students should realiz e the

13 Presentations by students importance of the different methods

of capital budgeting as a tool of


project management.

Text books


1 Managerial Economics in a Global Economy by Dominick Salvatore
2 Managerial Economics by Suma Damodaran
3 Microeconomics for Business by Satya P Das

Reference books
Economics by Paul Samuelson and Richard Nordhaus : Indian Adaptation, 19th
1 Edition
2 Managerial Economics by Milton Spencer and Louis Siegelman
3 Managerial Economics: C oncepts and Cases by Mote, Paul and Gupta

Assessment
Internal 40
Semester end 60

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PROGRAM : MMS in Digital Business Management

Semester : I - Elective
Title of the Subject / course : Effective and Management Communication
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

1 In all social behavior, communication is essential in building and maintaining human
relationships.
2 In business, communication is essential for the smooth and efficient conduct of day -to-day
trans actions/activities. In recent years the importance of communication has greatly increased as a result of the 3 growing complexity of businesses, as also the impact of rapid
industrialization, globalization and the advent of modern technologies.
4 English be ing globally the language of Management, those with good communication skills in
English enjoy a distinct advantage in their work and careers.

Decent working knowledge of the English language ( including
Grammar) is a must, keeping in mi nd that most
business/management transactions in India and internationally are
Prerequisites if any conducted in the English language.
English is globally the most widely spoken language and it is the
Connections with accepted language of th e business world. It is the medium of
Subjects in the current or instruction for this course, hence it impacts every subject and future
Future courses courses.
Module

Sr. Content Activity Learning outcomes
No.
1 Introduction and Theory of 2 sessions Historical background and the
Communication: nature, function & (3 hrs) development of communication;
scope; The 7 Cs of communication Importance and role of
communication in everyday life
2 The communication Process: 2 sessions Mechanics behind the
classification , components and models (3 hrs) communication process,
of communication; difficulties experienced in
Problems in communication (Filters) communication
3 Channels of communication: Formal 2 sessions Different types of
v/s Informal, Upward, Downward, (3 hrs) communication, impedance due
Horizontal, Grapevine; to extraneous factors called
Barriers to communication. “barriers”
4 Verbal and Non -verbal 2 sessions Important non -verbal parameter s
communication: Listening, Kinesics, (3 hrs) in communication
Paralanguage, Proxemics
5 Essentials of effective verbal 2 sessions (3 How to make your
communication: Voice modulation, hrs) communication effective and
Tone, Pitch,Knowledge and self attractive
confidence

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Sr. Content Activity Learning outcomes
No.
6 Meetings: Types; purpose. 2 sessions (3 Communication in groups,
Group Discussions: Do‟s and Don‟ts; hrs) guidelines to improve
Committees: Types, Advantages and performance/effectiveness in
disadvantages, effectiveness. group interactions
7 Public Speaking: Preparation, Attire, 2 sessions (3 How to become a convincing
Posture and Delivery techniques hrs) and forceful public speaker
8 Written communication : Business 2 sessions (3 Ways to achieve impressive and
letters, Types, Essentials, Format, hrs) meaningful written
common errors. communication
e-mail: format, language and courtesy,
common errors.
9 Report Writing: Types of Reports, 2 sessi ons (3 Correct and effective Report -
requirements, format hrs) writing techniques
10 Communication and Culture: 4 sessions (6 Understanding cultural diversity
Intercultural sensitivities, Business hrs) and Business etiquette with
etiquette when deal ing with people foreign clients
from different nationalities.
12 Impact of modern Technology on 2 sessions (3 Methods of effective audio -
Business Communication: the hrs) visual communication
paperless office, use of modern devices
13 Cases, s ample communications and 2 sessions (3 Experiential learning through
exercises, audio -visual presentations hrs) audio -visual means

Text books

1 Singh Nirmal, “Business Communication : Principles, Methods & Techniques,” Deep &
Deep Publications, D elhi.
2 Krishna Mohan & Meera Banerji, “Developing Communication Skills,” MacMillan.
3 Murphy, Hildebrandt & Thomas, “Effective Business Communications,” McGraw Hill.
4 Taylor & Chandra, “Communication for Business: A Practical Approach,” Pearson
5 Mukherjee H ory Sankar, “Business Communication: Connecting at Work”, Oxford
University Press, 2013.

Reference books

Doctor & Doctor, “Business Communication,” Sheth Publishers.
1
2 Raman & Singh, “Business Communication,” Oxford University Press.
3 Madhukar R . K., “Business Communication,” Vikas Publishing House
McKay, Davis and Fanning, “Communication Skills,” B. Jain Publishers Pvt Ltd, New 4 Delhi .

Assessment

Internal 40%
Semester end 60%

Page 23

PROGRAM : MMS in Digital Business Management

Semester : I - Elective
Title of the Subject / course : Business Ethics
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

To have an in -depth knowledge of the issues concerning Morals, Values, Ideologies and
1 Ethics in personal, professional and business lives
To prepare the budding managers and entrepreneurs to develop themselves into better
2 corporate citizens
To imbibe into students the importance of fair transactions, ethical conduct and
3 conscientious decision making
4 To exp ect an Integrity -driven work place scenario from students
To ensure sustainability as a compulsive tool of driving Organisational Vision and
5 Mission
To have a balance between the Theoretical and practical aspects of Ethics in general
6 and Ethics in busine ss in particular.

A thorough understanding of the amalgam of Class Room and

Prerequisites if any Work place driven learning of business studies.

1. Perspective Management

Connections with 2. Ethos in Indian Management

Subjects in th e current or 3. Corporate Social Responsibility

Future courses 4. Organisational Behaviour

Module



Sr. Content Activity Learning outcomes
No.



Ethics : Types, Characteristics

Need, Theories, Mer its and Discussion,

1 Limitations. Text Book, Getting to know of the basis and

Moral disintegration in Electronic basics of Ethics


contemporary times and need for Presentations

it to be controlled.

Role and F eatures of Business.

How Business and Ethics are to Discussion, The compulsive connection
be conjoined used integrally to Text Book,

2 between Business and Ethics. How
each other. Merits of using Ethics Electronic

does it help the Business.
in Business.Chanakya and Gandhi Presentations



philosophy.

Theory of Ethics. Management of


3, Ethics - Ethics analysis [ Hosmer Discussion,

model ]; Ethical dilemma; Ethics Strong knowledg e of the theory and
4 Text Book,

in practice - Ethics for managers; written material on Ethics, Integrity
& Electronic

Role and function of Ethical and Ideologies
5 Presentations

managers - Comparative ethical



behaviour of managers; Code of

Page 24

Sr. Content Activity Learning outcomes
No.



ethics; Competitiveness,

organizational size, profitability

and ethics; Cost of Ethics in

Corporate ethics evaluation.

Business and Ecology /


Environmental issues in the Discussion,

Indian context and case studies. Importance and respect for
Text Book,
6 Green Judicial Activism, Green Ecological Environment. Green
Electronic
Tribunal , Legislations
Presentations
Economic & Environmental



Sustainability

Compliance and Legal Aspects Discussion,

Text Book,

of Ethics

Electronic



General and Business Ethics in Presentati ons, Knowledge and respect for Law
Seminar by
particular. and natural justice in business.
7, Legal Experts
Political and Legal Environment. Appreciating the role and
8 / NGOs,
Indian Constitution and Ethics, importance of re specting the tenets
Special
Indian Legal framework, of Natural Law in Business.
Session by
Competition Law, Indian Culture

experts in

and Values, Concept of Karma,

Business and

Dharma and Good Conduct

Law fields.



Environment of Ethics


Economic Environment.

Economic Growth and Business.

Relationship between Profitability

and Ethics. Discussion,

Role of Chambers of Commerce

9, Text Book, Role of Government, Trade Bodies,
& Industry in furthering the cause
10 Electronic Economy in Business Ethics.
of Ethical aspects of Business.
Presentations

FICCI, CII, IMC etc.



Ethics in International Scenario,

Ethics and Globalisation,

Etiquettes and International

mores.

11 Corporate Governance and Discussion,

Ethics Text Book,


Electronic

Code of Conduct, Citizen‟s

Presentations

Charter, Employee Welfare,


Labour Legislations and

Privileges, Collective Bargaining,

Fair Wage, Sexual Harassment at

Workplace, Vishaka V State of

Rajasthan guidelines, Future of

Governance in Business.



12 Live Case Studies, Projects,

Page 25

Sr. Content Activity Learning outcomes
No.


& Presentations, Submission by

13 Students in Consultation with

Industry and Academic Faculty

mentors




Reference books
1 S. A. Sherlekar, Ethics in Management, Himal aya Publishing House.
2 Chandrashekhar, Ethics
3 Chakraborty, Business Ethics

Text books

1 W. H Shaw, Business Ethics
2 Satheesh Kumar, Corporate Governance
3 Hosmer and Richard, The Ethics of Management

Assessment

Internal 40%
Semester end 60%

Page 26

PROGRAMM: MMS in Digital Business Management
Semester : I - Elective
Title of the Subject / : Ecommerce
course
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives
1 To understand the Introduction to Electro nic Commerce: Meaning, nature and scope
2 To understand the Business to Consumer E -commerce Applications
3 To Understand Business to Business E -Commerce and applications
4 To analysis the Electronic Payment Systems and Order Fulfillment
5 To focus on the Secur ity Issues in E -Commerce
6 To understanding the Management Challenges and Opportunities of E - Commerce:

Prerequisites if any Basic understanding of E - Commerce

Will connect conceptual framework to

Connections with Subjects in the Management Challe nges and Opportunities of E -

current or Future courses Commerce to the business

Module

Sr. Content Activity Learning outcomes
No.


Introduction to Electronic

Commerce: Meaning, nature and

scope;

Channels of e - commerce ;

Business applications of

e -commerce;

Global trading environment and

adoption of

e-commerce. 1. To understand basic concepts
Business Models of E -commerce

1 Lecture of online business
and Infrastructure; B2B, B2C, B2 G
2. To know insides of
and other models of e -commerce;

Ecommerce
Applications of e -commerce to

3. To know how technology
supply chain

helps bridging gaps in
management; product and service

business
digitization; Remote



servicing,procurement, and online

marketing and advertising E -

commerce ,resources and

infrastructure planning

Business to Consumer E -commerce

2 Applications: Cataloging; Order Lecture &

planning and o rder generation; Cost cases



estimation and pricing; Order

Page 27

Sr. Content Activity Learning outcomes
No.


receipt and accounting; Order

selection and prioritization: Order

scheduling, fulfilling and delivery,

Order billing and payment

Management; Post sales services.

Business to Business E -Commerce:
Need and alternative models of
B2B e - commerce; Using Public
and private computer networks for
B2B trading: EDI and paperless
trading: characteristic fea tures of
EDI service arrangement; Internet
based EDI; EDI architecture and
standards; Costs of EDI
infrastructure; Reasons for slow
acceptability of EDI for trading; E -
marketing – Traditional web
Promotion: Web counters; Web
advertisements.











3 Lecture

















Electronic Payment Systems and

Order Fulfillment: Types of

payment systems - e-cash and

currency servers, e -cheques, credit

4 cards, smart cards, electro nic purses Lecture

and debit cards; Operational, credit and cases



and legal risks of e - payment, Risk

management options for e -

payment systems; Order fulfillment

for e –commerce.

Security Issues in E -Commerce:

Secu rity risks of e -commerce -Types

and sources of threats; Protecting

electronic commerce assets and

intellectual property; Firewalls;

Client server network security; Data

and message security; Security

tools; Digital identity and electronic

signature; Encryption approach to

e-commerce security. Salient
provisions for Security and Privacy, ;
Legal and Regulatory Environment
for e-commerce, cyber laws in India
and their limitations Taxation and e -

commerce; M anagement of Risk:
Introduction, Introduction to Risk
Management, Disaster Recovery
Plans, Risk Management Paradigm
Management Challenges and
Opportunities of Ecommerce

Page 28

6 New Business Model, Required
Changes in Business Processes,
Channel Conflicts, Et hical issues in
e –commerce.
7 Case Studies and Presentations.

Text books
Electronic commerce – A managerial perspectives Efraim Turban , David King , Jae
1 lee

Reference books
1 CIO magazine - www.cio.com 2 Technology Forecast - Price Waterhouse Coopers
3 McKinsey Quarterly - www.mckinseyquarterly.com
"XML Web Services Professional Projects" Authors:
4 GeetanjaliArora&SaiKishorePublisher: Premier Press ISBN: 1931841365
"Service -Oriented Architecture: A field Guide to Integrating XML and Web Services "
5 Author: Thomas ErlPublisher: Prentice Hall ISBN: 0 -13-142898 -5

Assessment
Internal 40%
Semester
end 60%

Page 29

PROGRAM : MMS in Digital Business Management

Semester : I - Elective
Title of the Subject / course : Organizational Behav iour
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

To provide students understanding how and why people behave in organizations as they do,
1 either as individuals or in groups and how their behaviours affect their perfor mance and
performance of the organization as a whole.
to provide understanding how to effectively modify their behaviour through motivation and
2 leadership for enhanced performance. And also to provide understanding about related
concepts such as Org. Str ucture, Design and Culture.
3 To help students to understand human behaviour in organizations and equip them to enhance
their performance as well as performance of the people reporting to them.

Prerequisites if any
Connections with Subjects in
the current or Future courses

Module
Sr. Content Activity Learning outcomes

No.



Introduction to OB Understand the nature and scope of

1 Lecture organizational behavior at individual,

group, organizational and societal


levels

Personality: Meaning and Lecture Comprehend the meaning and

2 Determinants of Personality determinants of personality and the

effects of perception, attitude and


values on work

Perception, Attitude and Value Lecture Understand the concepts of group

3 dynamics, team effectiveness , team

roles and conflict management

Motivation Concepts : Motives Lecture Distinguish between the various

4 theories of motivation and their

application in organizations

Group Behaviour and Group Lecture Define the concept of leadership and

5 Dynamics distinguish between a number of

different leadership theories

Organisational Design: Structure, size, Lecture Identify the d ifferent bases of power;

6 technology and discuss how individuals and

groups use power in organizations




Leadership: Concepts and skills of Lecture Understand the impact of

7 leadership organizational culture and structure

on organizational behavior

8 Organisation Development Lecture Define the concept and practice of

change management and

Page 30

Sr. Content Activity Learning outcomes

No.



organizational development; with an

analytical insight related to

application of interventions

strategically.

Understanding of the Concept of

Defence Mechanism; Types of Enhanced understanding of the

Defence Mechanism; Role of Defence

behavior of superior s, peers and

Mechanism in Personality, Perception Video &

9 subordinates especially in problem

& Attitude; Significance & Relevance Role Play

situations and the ways to deal with

of Defence Mechanism for

them more effective ly.

Interpersonal Relations and Group



Dynamics

10 Case Studies and Presentations


Text books


1 Any textbook of Psychology of undergraduate course (only for Defence Mechanism)
2
3

Reference books
1 Understanding Organizational Behavior – Udai Pareek
2 Organizational Behavior – Stephen Robbins
3 Organizational Behavior – Fred Luthans
4 Organizational Behavior – L. M. Prasad (Sultan Chand)
5 Organisational Behaviour – Dipak Kumar Bhattacharya – Oxford Publica tions
6 Organisational Behaviour – Dr Chandra sekhar Dash – International Book House Ltd
7 Organisational Behaviour – Meera Shankar – International Book House Ltd
8 Management & Organisational Behaviour – Laurie Mullins – Pearson Publications
9 Organisational Behaviour, Structure, Process – Gibson – McGraw Hill Publications
10 Organisational Behaviour – McShane – McGraw Hill Publications

Assessment

Internal 40%
Semester end 60%

Page 31

PROGRAM : MMS in Digital Business Management

Semester : I - Elective

Title of the Subject / course : Introduction to creativity & Innovation Management

Course Code :

Credits : 4 Duration in Hrs : 40

Learning Objectives

1 To make students aware of their own creative potential and the va rious ways that each one can

contribute to innovation in an organization context



2 To learn tools and techniques for creativity and Innovation


3 To appreciate the importance and impact of innovation in todays business con text


4 To understand the process of innovation


5 To understand the various issues related to managing innovation in an organization context




Prerequisites if any

Connections with

Subjects in the current or

Future courses

Module

Sr. Content Activity Learning outcomes
No.



 Students realize that every one is

What is creativity and inherently creative – and t hey need to

Lecture/ small in - nurture this creativity
1 innovation - importance and

class exercises  Students understand the difference and
impact

relationship between such terms as


creativity, invention , innovation etc

Students are exposed to various tools and

approaches to stimulating creativity and

2, 3 Workshop style innovation. Some of these could include –

Tools for Creativity Viewing from Multiple (stake holder
& 4 activities

perspective), Lateral Thinking, 6 Thinking


Hats, Brainstorming, Use of Analogies and

metaphor, Problem reframing etc

Students are now familiar with the various

Basic concept s of concepts and vocabulary related t

innovation – such as incremental innovation,
5 Innovation,Types of Lecture

4Ps of innovation, Disruptive innovation ,
Innovation

Innovation in products, processes,


experiences, business model etc

Students begin to appreciate how

innovations have taken place over the past

Historical perspective on several decades – the historical perspective

sensitizes them to the var ious drivers and
6 innovation in products, Lecture

factors which led to or deterred these
processes, business etc

innovation. These could include but not


limited to laws, government initiatives in

terms of policy and R&D spends, technology

Page 32

Sr. Content Activity Learning outcomes
No.


available, etc. They also learn about various

milestones – and realize that a timeline

based study of any industry could help

identify triggers/opportunities for innovation

–

Lecture/video eg

IDEO‟s Shopping

cart video/ small
 Student learns the importance of each
in-class exercise to

help students stage of the innovation process and how

to work through each stage
actually
Over view of the Innovation  The stages understood include
7,8 experience the
process contextual inquiry/ immersive study,
innovation process
insight development, ideation , concept
– from observ ation
development, prototyping , validation
to ideation,


concept

development,

prototyping etc

Students understand how various leading

Innovation processes and innovative companies such as IDEO, Apple,

Samsung, 3M, Google etc innovate and
9 practices in Highly Lecture/Discussion
develop a comparative understanding of
Innovative companies

their approach , tools and techniques and


processes for innovation

 Students understand the basic concept of

culture , the elements of and the unique

10 Developing an Innovation Lecture attributes of a culture for innovation

culture  Students realize the barriers to


innovation in an organization context

and how these could be overcome

Lecture/ case Students develop and understanding of the
/examples to
various problems faced in managing an
Managing an Innovation highlight
11 innovation project in an organizational
project challenges faced in
context and how can it be managed
managing
effectively as a project
innovation


 Students realize how Innovation can

provide a competitive advantage

 Students become familiar with strategic

innovation methods/ frameworks used

at a strategic level such as Blue Ocean

12 Strategic innovation Lecture Strategy, Sc anario planning ,

Osterwalder‟s Business Model Canvas
Management

13 etc


 Students realize how innovation can help

in creating Intellectual property which

can be create entry barriers for

competition

 Student s also become familiar with the

Page 33

Sr. Content Activity Learning outcomes
No.


challenges of evaluating innovation

either for recognition or funding

14 Presentations & Case Studies/


15 Presentations & Case Studies/



Text books

1 Innovation management – Besant and Tidd
2 Innovation and Entrepreneurship – Besant and Tidd
3 Ten Rules of Strategic Innovation – Vijay Govindrajan

Reference books
1 Ten Faces of Innovation – Tom Kelly
2 Design Lead Innovation b y Prof Sten Ekman et all
3 Edward DeBono – books related to Lateral thinking, 6 thinking hats
4 The Innovator‟s Dilema – Clayton Christensen

5 Business Model innovation by Osterwalder
6 The Art of Innovation – Tom Kelly


Assessment

Internal 40%
Semest er end 60%

Page 34

PROGRAM : MMS in Digital Business Management

Semester : I - Elective
Title of the Subject / course : Foreign Language (Other than English)Chinese
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

China is the world‟s fastest growing economy and hasbecomes the factory of the world, also the
world‟s supply chain and logistics is heavily focused towards China. China being one of the few
countries in the world which has not adopted English it becomes imp erative to
1 learn Chinese to enable business dealings with the country.
Many multinationals have invested in China, because of the cheap labor and other such
comprehensive factors available here we can take the example of Apple which manufactures
most of i ts phones in China There is hardly any country that does not have
2 business dealings withChina. Thereforethe advantage of learning this language is huge.
The course should be able to enable basic communication in Chinese so that one can
3 understand simple C hinese words and phrases
To be able to use Chinese in everyday situations such as greeting a person asking for
4 directions in short to be able to interact in a simple manner.
5 Carry out simple conversations with Chinese people.
Read and write simple phra ses in pinyin (spelling Chinese words with the western alphabet)
Read signs written in Chinese and be able to read simple notices documents and articles
6 written in Chinese
Understand the elements of Chinese characters and evaluate the advantages as well a s
limitations of a pictographic writing system in contrast with western writing systems
Understand the construction of Chinese characters recognizing approximately 120 Chinese
7 characters as well as the radicals
Reflect on cultural differences and similari ties between Indian and Chinese societies,
for example with regard to housing and family relationships and gender roles as well as
8 treatment of minorities and the elderly.

Prerequisites if any none

Connections with Subjects in the

current or Future courses none

Module


Sr. Content Activity Learning outcomes
No.



 Course introduction. 1sessions Preparatory foundation to be
 Chinese pronunciation and the five tones.
1 3 hours able to progress towards
 Chinese sentence structure and grammar.
each learning the language




 Simpli fied Chinese characters and Pinyin Able to converse in


 Romanization system. rudimentary Chinese

2 Greeting and Introducing each other. 2 sessions Example

 Meeting family members. of 3 hours (你好 ! !How do you do?)


 The verbs 姓 (xìng), 叫 (jiào), 是 (shì) Able to make simple

and有 (yǒu). inquiry

Page 35

Sr. Content Activity Learning outcomes
No.


 The adverbs 不 (bù), 也 (yě), 都 (dōu).

 The particles 的 (de). (你是哪国人？ Where

 Usage of 二 (èr)/两 (liǎng). do you come from?)

 Questions ending with 吗 (ma) and 呢

(ne), questions pronouns.

 Measure words.

Routine and everyday aspects

Dates & Time – taking someone out to eat on

his/her birthday and inviting someone to

dinner.

Hobbies – Talking about hobbies and would

you like to play ball?

Visiting friends – visiting a friend‟s home and

at a friend‟s house.

Asking Directions

Direction and Location Words
Have a high comfort level if
Direction and Lo cation Words

3sessions visiting China or if
3 Comparative Sentences with
of 3 hours entertaining Chinese visitors
没(有) (méi{yǒu})
to India
3 那么 (nàme) Indicating Degree



4 到(dào) + Place + 去(qù) + Action

Going to Chinatown

Seeing a Doctor

Seeing a Movie

Turning Down an Invitation

Renting an Apartment

Traveling to Beijin g

Checking In at the Airport

Arriving in Beijing

The adverbs 还 (hái) and 才 (cái).

The particles 吧 (ba) and 了 (le).

The conjunction 那么 (nàme).

The modal verb 想 (xiǎng).

The preposition 在 (zài).

Numbers (0, 1 –100).

4 Dates and time. 2 sessions Learn to write simple words
Word order in Chinese.
3 hours
Alternative questions, affirmative + negative



(A-not-A) questions, questions with 好吗 (hǎo

ma).

去 (qù) + action.

Verb + object as a detachable compound.

一下 (yíxià) and 一点儿 (yìdiǎnr) moderating

the tone of voice

covers the following topics: 2 session

5 开学 , 宿舍，在 饭馆儿，买东西 , 选课 . Construct simple sentences
3 hours
Adverbs 真 and 难道 .

Page 36

Sr. Content Activit y Learning outcomes
No.



Dynamic particle 了.

Preposition 至于 .

The 是…的… construction.

除了 …以外 ; 再说; 得很 ; 那(么).

一 + v; 又adj/verb, 又adj/verb.

Emphatic 是; 无论…, 都…

Conjunction 于是 ; adj/v+是+adj/v,

可是 /但是 …再, 又, and 还 compared.

要么 …, 要么 ….

Also connecting sentences, existential

sentences, conjunctions, topic -comment

sentence structure, resultative compliments.

Words and phrases include 恐怕 (I‟m afraid; I

think perhaps), 差不多 (about; roughly), 一般

(generally speaking), 不怎么样 (not that great;

just so -so), 这(就)要看 …(了) (that depends

on...) , 比如 (说) (for example), … 什么的

(…Etc.), ( 要) 不然 (otherwise), 非…不可

(have to; must), 受不了 (unable to bear), 不过

(but), 这样 (in this way


having students learn to write traditional or 2 session Be able to write simple

6 simplified characters progressing to simple
3 hours paragraphs or articles
paragraphs and essays


 Geography, climate, people. Important to be able to

7  Ethnicities, religion, government. 1 session understand and respond to

 Chinese culture & Business etiquette. 3 hours cultural differences and


 Cultural differences & sensitivities respect them



Text books
1 Integrated Chinese, Level 1, Part 1, Textbook ( website http://ic.cheng -tsui.com/)
2 Integrated Chinese, Level 1, Part 2, Textbook
Integrated Chinese, Level 1 Part 1 Character Workbook, 3rd Edition (Simplified &
3 Traditional)

Reference books
1 New Prac tical Chinese Reader 2 Dvd (Only) (English And Chinese Edition)Jan 1,
2005by Liu Xun
2 Practical Audio -Visual Chinese 1 2nd Edition (Book+mp3) (Chinese Edition) Oct 1,
2008by Guo Li Tai WAN Shi Fan Da XueGuo Yu Jiao XueZhongXin
3 Colloquial Chinese: The Comp lete Course for Beginners (Colloquial Series)2nd Edition ISBN -13: 978 -0415434157 ISBN -10: 0415434157

Assessment
Internal 40%
Semester end 60%

Page 37

PROGRAM: MMS in Digital Business Management

Semester : I - Elective
Title of the Subject / co urse : Negotiation & Selling Skills
Course Code :

Credits : 4 Duration in Hrs : 40

Learning Objectives

1 The module will sensitize the students to the concepts and importance of Negotiations & Selling
for all functions of Management. 2 The module is designed to introduce the students to the basic elements of the selling
3 The module will give the students a broad understanding regarding different models used for effective
selling and negotiations.
4 It also creates awareness among the students about the basic qualities, traits and skills that they
need to imbibe to be an effective management professional.


Prerequisites if any
Connections with
Subjects in the current or
Future courses

Module

Sr. Content Activity Learning outcomes
No.



Meaning, Definition & Importance of Lecture Developing basic understanding
1 Negotiation in Management, Types of

of students related to Negotiation.
Negotiation



Understanding Negotiation Lecture

2 Framework including Legal Aspects, Providing deeper insight

Negotiation Process, Skills of a relatedto Negotiation framework


Negotiator

Negotiation Models (BATNA, Dyad, Lecture Familiarizing students

3 ZOPA, 9 Grid) & Strategies, with basics of models in

Understanding Barriers to Agreement negotiation and strategies

Introducing students to

Introduction to Marketing & Selling Role Play on understand the difference

4 Concepts & Traits of a Successful between Marketing and
Negotiation
Salesperson Selling and giving them


useful tips for succeeding in Sales

Lecture Introducing students to

Understanding Successful Selling understand the difference

5 between Marketing and
Process & Models (7 Steps Model)

Selling and giving them useful


tips for succeeding in Sales

Customer Focussed Selling, Art of Lecture Creating awareness about

6 importance of customer in selling
Persuasion

process

Page 38

Sr. Content Activity Learning outcomes
No.



Selling to Various Stakeholders such Guest Familiarizing students with
as Dealers, Suppliers, Vendors, Session with
7 differe nt approaches required
Channel Partners, Superiors, industry
For selling different stakeholders
Subordinates, Team - Mates & Peers experts


Lecture Familiarizing students with

Selling to Customers – B2C, B2B, different approaches required

8 C2C, Products, Services, Intangibles for selling to different segments

& Projects of customers.



Guest Creating awareness about
Session with
9 Strategic Selling for Start -ups challenges and opportunities
industry
available in Start -ups domains
experts


To enhance effectiveness of a

10 Body Language for Negotiation & Role Plays on Salesperson by understanding

Selling Selling Clues provided by body


language.

11 Case Studies and Presentations



Activity: In addition to classroom teaching, the Teaching -Learning process may combine the use of
role plays, audio -visual films/aids, and management exercises with individual student, and or in
team consider ing appropriate cases or case -lets in the field of business domain wherever applicable.

Text books

1 The Essentials of Negotiation – Harvard Business School Press
2 Negotiations Selling by Sameer Kulkarni – Excel Books
3 Negotiation & Selling by R. K . Srivastava – Excel Books

Reference books
1 Organizational Behavior by Fred Luthans (9th edition)
2 Managing Conflict & Negotiation by B. D. Singh – Excel Books
3 Getting to Yes by Roger Fisher & William Ury –Random House
4 Negotiation Handbook by P. J. Cleary – Printice Hall of India
5 ABC‟s of Selling Skills by Charles M. Futrell – McGraw Hill
6 Sales Management Analysis and Decision Making by Thomas Ingram & Raymond LaFarge –
Published by DRYDEN
7 How to Handle Conflict & Confrontation by Peg Pickering – Natl Seminars Publications

Assessment

a) Internal 40% 40 Marks continuous assessment
b) Semester End Examination 60% 60 Marks theory paper of 3 hours duration

Page 39

PROGRAM: MMS in Digital Business Management

Semester : I - Elective
Title of the Subject / course : IT Skills for Management and Technology Platform
Course Code :

Credits : 4 Duration in Hrs : 40

Learning Objectives
To have the basics practical skills of information Technology( i.eHardware -

1 Software , Datab ase, Networking, Communication Technology )with its application

and usage.



Prerequisites if any Basic understanding of IT Skills for

Management and Technology Platform



Connections with Subjects in the Will connect and have application of

information technology and technology platform

current or Future courses

skills



Module

Sr

No. Content Activity Learning outcomes

1 To, understand the conceptual
background of Hardware - Softwa re
– (Systems Software, Application
Software and Packages )
Introduction and Fundamentals
of operating system - Windows,
Unix/Linux.
Introduction and knowledge of Internet
operations. World Wide Web ,
Emerging communication technologies Lectur e
2 Introduction to Software Packages &
practical knowledge of
Microsoft Word
Microsoft Excel – Formulas, Graphs,
Basis statistical formulae. 1. To know data
Microsoft Power Point – Creating analysis and database
effective prese ntations management with
Microsoft Access - Introduction to Microsoft Excel
DBMS concepts, creating a database, 2. To know management
Basic queries. of data using
Tally – Journal Entry, Ledger posting, Microsoft Access
Preparation of Bala nce Sheet 3. To know how to
Emerging technology of office prepare interactive
Automation systems business presentation
Lab Sessions of Document
Preparation & Presentation Skills Lecture & cases
3 Practical hands on experience of
Internet and Web Technology Lecture

Page 40

Internet Technology
Understanding Websites
Understanding Domain Names &
Domain Extensions Web Server & Web
hosting
Web Designing ,Home page designing
Website Content designing, Joomla,
query, kn owing & Adding Payment
Gateways, Web Hosting,
Mobile Technology & Business
On-line Business Mechanism
Hands on experience of Emerging
communication technology
Lab Sessions

4 Case Study and Practical Exercises
With Lab Se ssions Lecture and cases


Text books
1 Work -study by ILO


Reference books
1 Rajaraman, V. (2004). Introduction to Information Technology.PHI.
Turban, Rainer and Potter (2003). Introduction to information technology.John Wiley and
2 sons
3 Sinha, P.K., PritiSinha (2002). Foundation of computing.BPB Publications.
4 Ram, B. (2003). Computer Fundamentals. New Age Publication


Assessment
Internal 40%
Semester end 60%

Page 41

PROGRAM: MMS in Digital Business Management

Semester : I - Elective
Title of the Subject / course : Information Technology for Management
Course Code :

Credits : 4 Duration in Hrs : 40

Learning Objectives
To understand the significance of information technology , conceptual framework of
1 networking, co mmunication technology, database etc. for individual & business
management
To understand role , impact and emerging trends of information technology for
2 management and its application at individual ,organizational level society and similarly for
business alignment.

Basic understanding of Information Technology for
Prerequisites if any management
Will connect conceptual framework of Information
Connections with Subjects in the Technology for Management at individual and
current or Future courses organizational level.

Module
Sr.

No. Content Activity Learning outcomes

1 Historical perspective of information

technology and business. Lecture

2 Functioning of computer hardware and

software components, character istic from

user and buyers perspectives. Lecture & cases

3 Introduction and conceptual framework of

networking & Telecommunication,

components of networking,

LAN/WAN/MAN, network topologies, and

various option of networkin g for business,

various medium of communication,

physical and cable less ( dial up, leased

line, satellite , V - SAT, DSL Lines , fiber

optics) Lecture

5 Role and emerging trends of information 1. Learning of basic
technolog y
concepts and
Overview of concept such as ERP,SCM,
components of IT
CRM, database management, DBMS
2. Learning different
Data warehousing, Business intelligent,
application of
knowledge Management, E - Commerc e, E-
computer and IT in
Business, M - Commerce,
business
Digital Business , E -governance. Lecture and cases
3. Application of It
6 Impact of information on business, business
across the
alignment across the fu nction and sectors
industries
and society Lecture & Cases



7 Case study and presentation Lecture & Cases

Page 42

Text books
1 Information Technology for Management by Rainer , Porter and Turban.
2 Introduction to information technology byRajaramman.
3 Information technology for Management DrChandrahaunschavan& B lal

Reference books
1 E- Business: road map for success, Ravi Kolkata and Marcia Robinson.
2 Competitive strategic by Michael Porter
3 Electronic commerce – A managerial perspectives Efraim Turban , David King , Jae lee
4 Principles of information Systems by ralph stair & George Reynolds

Assessment
Internal 40%
Semester end 60%

Page 43

PROGRAM: MMS in Digital Business Management

Semester : I - Elective
Title of the Subject / course : Personal Grooming / Personal Effectiveness
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

1 Identify personal thinking habits and their impact
2 Understand and address the barriers to perso nal effectiveness
3 Apply clear and effective communication skills
4 Develop effective time management skills and the ability to cope with stress

Prerequisites if any
Connections with
Subjects in the current or
Future courses

Module
Sr. Content Activity Learning outcomes
No.


1 Know Yourself – Self Discovery Know yourself (Your Values,

Abilities and Goals)


Identify influences of their attitudes

2 Developing a Positive Attitude and towards success, achievement, and

Values disappointment both in personal and


professional lives

Grooming - Corporate Etiquette and Enhancing corporate and social

3 Image, learning grooming basics
Manners

and personal hygiene management


An understand ing of the key role

listening plays in the ability to solve

4 The Art of Listening problems, work effectively with

customers, and be a valuable team

member.

5 Body Language Using body language to increase

your personal impact


Ability to communicate

6 The Art of Speaking competently in groups and

organizations

Augment skills related to this

7 GD and PI Skills important dimension of the

selection process in organizations

8 Written Business Communicat ion Organize and present information

for maximum impact and clarity


Understand and write a functional

9 CV. and Resume writing resume , versus a chronological

resume, writing cover letters

Page 44

Sr. Content Activity Learning outcomes
No.



Enhance capabilities to lead and

10 Working in Groups and Teams succeed and for that you need to be

a good team player

11 Time Management Identify typical time -wasters and

create solutions to over come them


12 Stress Management Ability to deal with stress and

pressure effectively


13 Career Planning How to develop a personal

development plan


Text and Reference books



1 Super Self: Doubling Your Pers onal Effectiveness by Charles Given

2 The 3 Pillars of Personal Effectiveness by TroelsRichte

The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change

3 by Stephen R. Covey

4 Personality Development and Soft skills by Bar unMitra



Internal 40%

Semester end 60%

Page 45

UNIVERSITY OF MUMBAI , MUMBAI
MMS in Digital Business Management - Semester II (CBGS)
with effect from Academic Year 2016 -17

CORE
Teaching Hours Assessment Pattern

Sr. No. of No. of Duration

Subject Sessions Sessions of Continuous Semester End Total No of
No.
of Theory
of 90 90 minutes Assessment Examination Marks Credits

minutes per week Paper



1 Marketing Management 27 2 40 IA 60 IA 100 3hr 4

2 Financial Management 27 2 40 IA 60 IA 100 3hr 4

3 Operations Research 27 2 40 IA 60 IA 100 3hr 4

4 Business Research Methods 27 2 40 IA 60 IA 100 3hr 4

5 Human Resource Management 27 2 40 IA 60 IA 100 3hr 4



3 ELECTIVES OUT OF 10

1 Legal Aspect of Business 27 2 40 IA 60 IA 100 3hr 4

2 Event Management 27 2 40 IA 60 IA 100 3hr 4

3 Business Environment 27 2 40 IA 60 IA 100 3hr 4

4 Digital Perspective for Managers 27 2 40 IA 60 IA 100 3hr 4

5 Corporate Social Responsibility 27 2 40 IA 60 IA 100 3hr 4

6 Business Systems and Procedures 27 2 40 IA 60 IA 100 3hr 4

7 Entrepreneurship Management 27 2 40 IA 60 IA 100 3hr 4

8 Management Information Systems 27 2 40 IA 60 IA 100 3hr 4

9 Developing teams & Eff ective leadership 27 2 40 IA 60 IA 100 3hr 4

10 Intellectual Capital and Patenting 27 2 40 IA 60 IA 100 3hr 4

Total No of Credits 32


UA: University Assessment IA: Internal Assessment

Page 46

Proposed Revision for MMS Syllabus wef AY 2016 -17 (Batc h 2016 -18)

Semester II

Sr. Core Sr. Electives (Any 3)
No. No.


1 Marketing Management 1 Legal Aspect of Business

2 Financial Management 2 Event Management


3 Operations Research 3 Business Environment


4 Business Research Metho ds 4 Digital Perspective for Managers


5 Human Resource Management 5 Corporate Social Responsibility


6 Business Systems and Procedures


7 Entrepreneurship Management


8 Management Information System


9 Developing teams & Effective leadership


10 Intellectual Capital and Patenting


Note:
All s ubjects / papers for Semester II will be internally assessed by the institute
2. . The Criteria for the internal marks is given below
The marks of term work shal l judiciously awarded depending upon the quality of the term work
including that the report on experiments assignments. The final marks will be awarded if the
term work warrants the satisfactory the appropriate completion of the assignments. The
followin g weightage of marks shall be given for different components of term work
 Class test [2 X 20] will be converted into 20 Marks
Assignments, Role Plays, Case Studies , Presentations, Projects, Quizzes
 [ 2X1 0] will be converted into 10 Marks
 Attendance and Class Participation 10 Marks
[50%- 75% : 03 Marks; 76% -80% 05 Marks 81% - 90%: 07Marks 91% onwards:
10Marks]

Institute will have the discretion to select minimum 3 (three) subjects or more from given
2
list of 10 subjects. Total 32 cred its has to be obtained.


Any new elective proposed to be introduced by the Institute, apart from electives listed in
the new syllabus, need to take prior approval from Board of Management Studies of the

4 University in writing outlining the details of the course with learning objectives, learning
outcomes, detailed syllabus, teaching learning plan and course evaluation procedures at
least 6 months in advance before the commencement of the semester.

Page 47

PROGRAM : MMS in Digital Business Management

Semest er : II - Core
Title of the Subject / course : Marketing Management
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

This coursework is designed to introduce the student to the basic elements of the
1 marketing managemen t terms, implementation of studied term in the industry and
related process.
The scope of marketing management is quite broad and the students will be exposed to
2 the marketing concepts that will enable them to acquaint with contemporary marketing
practic es.
This module is to learn the art and science of choosing target markets and getting,
3 keeping and growing customers through creating, delivering, and communicating
superior customer value.
This module will give the student a very broad understanding o f what marketing is all
4 about and the vital role that it plays in every organization, every department and every
specialization.
5 The module will help the student to identify and solve many business problems by using a
marketing perspective, as a universa l concept.

Prerequisites if any

Connections with

Subjects in the current or

Future courses

Module

Sr. Content Activity* Learning outcomes

No.



Introduction t o Marketing Concept Students will develop basic

understanding of concepts in

Evolution of Marketing from

1 the marketing with respect

Production to Sustainability &

to historical development of the

Customer Orientation

subject



Understanding the Basics:

Concept of Need, Want and Demand Making students familiar with the

Concept of Product and Brand Fundamental concepts and

2 Business Environment in India vocabulary or practices from

Demand States & Marketing Tasks business perspective in the

Company Orientation towards the Organization.

Market Place

Marketing Environment : Understanding of the

Marketing envi ronment to help

Marketing Environment and

3 students to compare various

Evaluation of Market Opportunities

opportunities available in various

like Services, Rural & International

sectors.



4 Market Research & Marketing To familiarize students with

Information Systems and Demand various concepts related to

Page 48

Sr. Content Activity* Learning outcomes

No.



Forecasting and Market Potential market resea rch and its

Analysis utility.

Helping students to focus on

Important issues related to

5 Consumer Buying Process & success in consumer buying

Organizational Buying Behaviour behavioural process vis a vis



organizationa l buying

behaviour process.

Pillars of Marketing - Market Imparting knowledge of

6 Segmentation, Target Marketing, various important marketing

Positioning & Differentiation concepts.

Marketing Mix and Product Decisions Various p ractices related to

7 The important aspects of

– Product Life Cycle, & Brand

marketing in decision Making



Understanding mechanism

8 New Product Development Process of developing a new product

related process

To understand the pricing

9 Pricing Decisions dynamics being practiced by

the organizations in different



Sectors

Distribution Decisions – Logistics & Understanding of operational issues

10 Channel Decisions (Retail, E - in order to support marketing -

commerce, etc.) process

Promotion Decisions – Integrated To familiarize students with

Marketing Communications Concept: various concepts related to

11 Advertising, Sales Promotions, Public Communication Desi gn

Relations, Direct Marketing; Process in effective marketing

Communication Tools practices

To understand the important

12 Personal Selling & Sales Management aspects direct marketing in

the Changing circumstance with the


help of latest development

Overview of Marketing Strategies:

BCG, Ansoff, GE, Shell Model, Porter To make students understand basics

13 Generic Model, 5 Forces Model, PLC, of various models and their

7s Model of Marketing, A Litt le application in their field of work

Model, Value Chain Model

14 Case Studies and Presentations


*Activity: In addition to classroom teaching, the Teaching -Learning process may combine the use
of role plays, audio -visual films/aids, a nd management exercises with individual student, and or
in team considering appropriate cases or case -lets in the field of business domain wherever
applicable.

Page 49

Text books

Marketing Management (A South Asian Perspective) by Philip Kotler, Kevin La ne Keller,
1 Abraham Koshy & Mithileshwar Jha, Pearson Education
2 Marketing Management by R. Varshney, S. Chand
3 Marketing Management by Rajan Saxsena, Tata McGraw Hill

Reference books
1 Basic Marketing by Jr., William Perreault, Joseph Cannon and E. Jerome McCarthy
Marketing Management – Planning, Implementation and Control by V.S. Ramswamy and
2 S. Namakumari, McMillian
3 Business Marketing Management by M. Hutt, Cengage Learning

Assessment

a) Internal 40% 40 Marks continuous assessment
b) Semester End Examination 60% 60 Marks theory paper of 3 hours duration

Page 50

PROGRAM: MMS in Digital Business Management

Semester : II - Core
Title of the Subject / course : Financial Management
Course Code :
Credits : 4 Duration in Hrs. : 40

Learnin g Objective

1 To gain in -depth knowledge of corporate finance and understand the functions of finance management.
2 Students should learn to analyze corporate financial statements and other parts of the annual report.

Prerequisites if any Knowledge of financial accounting

Connections with

Subjects in the current or This will work as the basic subject for the elective subjects coming in the second

Future courses year

Module

Sr. Content Activity Learning outcomes
No.



Objective of financial management Lecture

Functions and decisions of financial management and Understanding the basic concepts

1 Indian Financial system - Functions of the financial theoretical of corporate finance and Indian

system; Financial Assets; Financial markets; discussion financial system

Financial intermediaries; Regulatory system

Lecture,

2 Financial performance analysis using Ratio exercises Ability to analyse the financial

Analysis and statements of companies using ratios


assignment

Working Capital Management - Estimation and Lecture, Ability to calculate the working

Financing exercises capital requirements; analyse

3 Inventory Management and case working capital policies and

Receivables Management discussion understanding operating and cash

Cash Management cycle

Financial Planning and Forecasting Lecture

Meaning and importance of financial planning and Ability to prepare pro -forma
Approaches to financial planning exercises
4 financial statements and calculate the
Preparation of Pro -forma Income Statement and

EFR
Balance Sheet



Computation of external financing require ments

Investment (Project) identification, feasibility Lecture, Ability to use various evaluation
analysis with sensitivities, constraints and long exercises
techniques like NPV, IRR, PI,
5 term cash flow projection and case
payback period etc. for evaluating
Capital Budgeting and Investment Decision discussion
capital expenditure decision
Analysis



Theoretical Understanding the features and
discussion
6 Sources of Finance - Short Term and Long Term characteristics of various financing


options



Theory of capital structure: Net income approach; Lecture Understanding different capital

7 Net operating income approach; MM approach; and structure theories and the impact of

Traditional approach exercises D/E ratio on EPS

Page 51

Sr. Content Activity Learning outcomes
No.



Capital Structure Planning and Designing capital Lecture Ability to design the optimal capital
8 structure based on EBIT and EPS/MPS approach and
structure
Factors affecting capital structure exercises


Capital Structure Planning and Leverage Analysis: Lecture Ability to calculate DOL, DFL and
9 Operating, financial and total and
DCL
Capital Structure Planning and cost of capital exercises


Dividend Policy: Factors affecting dividend Lecture Understanding the impact of
policy decision; and
10 dividend payout ratio and retention
Dividend decision models; Walter model; Gordon exercises
ratio on company‟s financial position
model; MM approach



Text Books


1 Financial Management – M.Y. Khan and P.K. Jain
2 Financial Management – Prasanna Chandra

Reference Books

1 Financial Management – I. M. Pandey
2 Principles of Corporate Finance – Myers and Brealey
3 Fundamentals of Financial Management – James Van Horne
4 Financial Management: theory and practice – Brigham Eugene F; Ehrhardt, Michael C.

Assessment

Internal 40%
Semester end 60%

Page 52

PROGRAM : MMS in Digital Business Management

Semester : II - Core
Title of the Subject / course : Operations Research
Course Code : For Office use
Credits : 4 Duration in Hrs : 40hrs

Learning Objectives

1 To kno w optimizing techniques
2 To understand its use in decision making in business 3 To Identify and develop operational research model from realsystem
4 To appreciate the mathematical basis for business decision making

Statistics for management, Operations a nd production

Prerequisites if any management, economics

Connections with

Subjects in the current or

Future courses Project Management, Quantitative Techniques,

Module

Sr. Content Activity Learning outcomes
No.



Linear Programming - Use of Solver/ similar Understand application in
Formulation, Solution by
software for decision business.
1 graph, Simplex, Duality,
making, cases in various Data Envelopment Analysis as
post optimality and

scenarios of management extension of LPP model
Sensitivity Analysis



Use of Solver/ similar Understand special cases of
Transportation problem software for decision
2 LPP and apply in appropriate
with special cases making, ca ses in various
situation
scenarios of management


Use of Solver/ similar Understand special case of LPP
Assignment Problem with software for decision
3 and apply in appropriate
special cases making, cases in various
situation
scenarios of management


Use of Solver/ similar

4 Game theory - Zerosum software for decision Understand Competitive

games making, cases in various environment of business


scenarios of management

Decision Theory - Under Use of Solver/ similar

software for decision Understand project
5 Risk, Uncertainty,

making, cases in various management techniques
decision tree

scenarios of management



Waiting lines model - Use of Solver/ similar Understand queue model as a
software for decision
6 (M|M|1):(FIFO|∞|∞) with measure of performance of
making, cases in various
cost implication system
scenarios of management


Simulation - queue Create models in In want of assumptions of the

7 system, inventory and model a working system can be
Microsoft Excel
demand simulation created

Page 53

Text books

1 Operation Research – AN introduction - HamdyTaha, Prentice Hall Of India
2 Quantitative Techniques in Management -N D Vohra, Tata McGraw Hill
3 Operations Research Theory and Applications - J K sharma, Macmillan Business books

Reference books
1 Principles of Operations Research –Wagner, Prentice Hall of India
2 Operations Res earch - Hilier, Liberman, Tata McGraw HIll
3 An introduction to Management Science – Anderson Sweeney Williams, Cengage Learning

Assessment

Internal 40%
Semester end 60%

Page 54

PROGRAM : MMS in Digital Business Management

Semester : II
Title of the Subj ect / course : Business Research Methods
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives
To understand the importance of research and various methods that researcher used to

1 investigate problems

2 Applying Modern Analyt ical tools for Business Management Decisions

3 To derive strategies from the research

4 To understand the challenges in collecting the data collection and analysis

5 To interpret the data to make meaningful decisions.



Prerequisites if any

Connections with

Subjects in the current or

Future courses

Module

Sr. Content Activity Learning outcomes
No.



Meaning of research; Types of research -

Introduction to Exploratory research, Conclusive research;

1 Lecture The process of research; Research
Research

applications in social and business sciences;


Features of a Good research study.

Defining the Research problem; Management

Decision Problem vs Management Researc h

Research Problem Problem; Problem identification process;

2 and Formulation of Lecture Components of the research problem;

Research Formulating the research hypothesis - Types of


Hypotheses Research hypothesis; Writing a research

proposal - Contents of a research proposal and

types of research proposals.

Meaning of Research Designs; Nature and
Classification of Research Designs;
Exploratory Research Designs: Secondary
Resource analysis, Case study Method, Expert
opinion survey, Focus group discussions;
Descriptive Research Designs: Cross -
sectional studies and Longitudinal studies;
Experimental Designs, Errors affecting
Research Design






3 Research Design Lecture









Classification of Data; Secondary Data: Uses,
Advantages, Disadvantages, Types and
sources; Primary Data Collection:
Observation method, Focus Group
Discussion, Personal Interview method
Primary and

4 Field Work
Secondary Data

Page 55

Sr. Content Activity Learning outcomes
No.


Types of Measurement Scales; Attitude;
Classification of Scales: Single item vs
Multiple Item scale, Comparative vs Non -
Comparative scales, Measurement Error,
Criteria for Good Mea surement
Attitude

5 Measurement and Lecture

Scaling



Questionnaire method; Types of

6 Questionnaire Lecture Questionnaires; Process of Questionnaire

Design Designing; Advantages and Disadvantages of


Questionnaire Met hod

Sampling concepts - Sample vs Census,

Sampling vs Non Sampling error; Sampling

Design - Probability and Non Probability

Sampling design; Determination of Sample

size- Sample size for estimating population

7 Sampling and Data Case Study and mean, Determination of sample size for

Processing SPSS / Excel estimating the population proportion


Data Editing - Field Editing, Centralized in

house editing; Coding - Coding Closed ended

structured Questions, Coding ope n ended

structured Questions; Classification and

Tabulation of Data.

Descriptive vs Inferential Analysis,

Descriptive Analysis of Univariate data -

Analysis of Nominal scale data with only one

Univariate and possible response, A nalysis of Nominal scale

8 Bivariate Analysis SPSS Lab / Excel data with multiple category responses,

of Data Analysis of Ordinal Scaled Questions,

Measures of Central Tendency, Measures of

Dispersion; Descriptive Analysis of Bivariate

Data

Concepts in Testing of Hypothesis – Steps in

testing of hypothesis, Test Statistic for testing

hypothesis about population mean; Tests

Testing of Analyzing concerning Means - the case of single

9 population; Tests for Difference between two
Hypotheses Primary Data
population means; Tests concerning


population proportion - the case of single

population; Tests for difference between two

population proportions.

Chi square test for the Goodness of Fit ; Chi

10 Chi-square Analysis Analyzing square test for the independence of variables;

Primary Data Chi square test for the equality of more than


two population proportions

Analysis of Lecture and Completely randomized design in a one -way

11 Analyzing ANOVA; Randomized block design in two
Variance
Primary Data way ANOVA; Factorial design


Research Report Types of research reports – Brief reports and

Detailed reports; Report writing: Structure of
12 Writing and Ethics Lecture
the research report - Preliminary section, Main
in research

report, Interpretations of Results and

Page 56

Sr. Content Activity Learning outcomes
No.


Suggested Recommendations; Report writing:

Formulation rules for writing the report:

Guidelines for presenting tabular data,

Guidelines for visual Representations.

Meaning of Research Ethics; Clients Ethical

code; Researchers Ethical code; Ethical Codes

related to respondents; Respons ibility of

ethics in research

13 Presentation / PowerPoint

Report




Text books
1 Business Research Methods – Cooper Schindler
2 Research Methodology Methods & Techniques – C.R.Kothari
3 Statistics for Management – Richard L Levin

Reference books
1 D. K. Bhattacharya: Research Methodology (Excel)
P. C. Tripathy: A text book of Research Methodology in Social Science(Sultan
2 Chand)
3 Saunder: Research Methods for business students (Pearson)
4 Marketing Research –Hair, Bush, Ortinau ( 2nd edition Tata McGraw Hill)
5. Business Research Method –Alan Bryman & Emma Bell–Oxford Publications
6. Business Research Methods – Naval Bajpai – Pearson Publications

Assessment
Internal 40%
Semester end 60%

Page 57

PROGRA M : MMS in Digital Business Management

Semester : II - Core
Title of the Subject / course : Human Resource Management
Course Code :
Credits : 4 Duration in Hrs : 40
Learning Objectives
1 To prepare a student for a career in industry and services . To facilitate learning in modern concepts, techniques and practices in the management of
2 human resources
To expose the student to different functional areas of Human Resource Management to
3 enhance the effectiveness.

Prerequisites if any
Connections with Subjects in the Foundation for Advance subjects in HRM
current or future course

Module
Sr. Content Activity Learning outcomes
No.

1 Introduction to
Organizational Behaviour Nature and scope of OB, Concepts of Person ality,
Perception, Attitude and Value, Concepts of Group
Behaviour and Group Dynamics . Concept of
Leadership and skills of Leadership
2. Organization Design:
Structure, Size and
Technology Lecture Identify the different bases of power; and discuss
how in dividuals and groups use power in
organizations
Human Resource Apply the theoretical and practical aspects of
Management human resource management to formulate
3 Lecture strategies that will enable organizations to
achieve both o perational and strategic goals
related to the organization‟s human capital.
Understand the scope to HRM and its relationship
to other social sciences
4 Organization of Personnel Lecture Study the personnel function with respect to its
Function s organization , polices and responsibilities in an
organization

Manpower Planning Lecture Understand the importance and the process of
man power planning, the process of job
analysis, compare and contrast methods used
for selection and pla cement of Human resources.
5

Motivating Employees Lecture Understand the application of the different theories
of motivation , explaining the difference between
6 internal and external equity in terms of
monetary and non -monetary rewards and
recognition
7 Performance Appraisal
Systems Lecture Discuss the importance and process of Performance
Management, Organizational Strategic Planning and
Succession Planning


8 Training & Development Lecture Describe the steps required to analyze needs ,
develop and evaluate an employee training and
development programs in organizations

Page 58

Sr. Content Activity Learning outcomes
No.


Management of Define the concept and practice of ch ange

9 Organizational Change Lecture management and organizational development;

with an analytical insight related to application


of OD interventions strategically

10 HRD Strategies for Long Lecture Discuss different types of HRD strate gies for
increasing productivity and long term planning
for an organization
Term Planning & Growth


11 Introduction to Digital HR M Lecture and
Explanation Concept of e -HRM , requirements for smart
HRM, understanding the concepts of
e-recruitment, e -selection and e -learning,
Systems application in HR (Payroll management
and Perfo rmance Appraisal), Context of e HRM
and its implementations, Business policy changes
with e -HRM, e -HRM and smart restructuring of
the HRM functions , cloud based HRM, HRM
analytics, Social Media in HRM, fu ture of e -
HRM





Text book

1. Understanding Organizational Behaviour --- Udai Pareek
2. Organizational Behaviour -- Stephen Robbins
3. Organizational Behvaiour – L.M. Prasad [ Sultan Chand ]
4. Human Resource Management P. Subbarao

Reference Books
1. Organizational Behaviour -McShane -McGraw Hill Publications
2. Personnel Management – C.B. Mammoria

3. Dessler: Human Resource Management(Prentice Hall India)

4. Personnel/Human Resource Management: DeCenzo& Robbins (Prentice Hall India)
5. D. K. Bhattacharya: Human Resource Management (Excel)
6. VSP Rao – Human Resource Management(Excel)

7. Dessler: Human Resource Management(Prentice Hall India)

8. Personnel/Human Resource Management: DeCenzo& Robbins (Prenti ce Hall India)

9. Gomez: Managing Human Resource (Prentice Hall India)
10 Organizational Behaviour –International Book House Ltd
11. Human Resource Management – Dr P Jyothi and Dr D.N Venkatesh – Oxford Publications

Assessment
Internal 40%
Semester end 60%

Page 59

PROGRAM: MMS in Digital Business Management

Semester : II – Elective
Title of the Subject / course : Legal Aspects of Business
Course Code :
Credits : 4 Duration in Hrs. : 40
Learning Objective

1 To learn abou t the important provisions of some of the important business laws
2 To get exposure to important provisions of Indian I T Act and Cyber Laws

Prerequisites if any None

Connections with
Subjects in the current or
Future courses Students in all the s pecialisations must have a minimum knowledge of
important business laws. The applications of law will be in many subjects
they will study in the Second Year



Module

Sr.
No. Content Activity Learning outcomes

1. Business Laws for Managers -
The Indian Contract Act 1872


The Sales of Goods Act 1930

Negotiable Instruments Act

The Consumer Protection Act 1986 Lecture
And Case Laws
(12 Hours) Understanding the law and concepts of
Parties to the contract, considerati on and
other legal concepts related to a contract

Underst anding the meaning of Sales of
goods and the rights and duties of vendor
and Consumer under the Act

Understanding the various negotiable
instruments available under the Act

Understanding th e rights and duties of
consumers under the Consumer
Protection Act
2. Cyber Laws
Lecture
And Case Laws
(02 Hours)
Genesis, Object and scope, Encryption,
Symmetric Cryptography, Asymmetric
Cryptography, RSA Algorithm, Public
Key encryption
Digital Signat ure-Technology behind
Digital Signature, Creating and Verifying
a Digital Signature -Digital Signature and
PKI-Digital Signature and the Law.
3. Introduction to Cyber crimes

Lecture and
Case Studies
( 6 Hours) Definition, cybercrime and information
security,
Classes of cybercrime and categories,
Cyber offences, Cybercrimes with mobile
and wireless devices

Page 60

4. Jurisdiction in the cyber world
across the world
Lecture and
Case Studies
( 6Hours) Cybercrime law in Asia,
Cybercrime & federal laws, legal
principles on
jurisdiction and jurisdictional disputes
W.R.T.
the internet in united states of America,
Cybercrime legislation in African region,
Foreign judgments in India

5. Indian IT Act 2000

Lecture and
Case Studies
( 08Hours) Information Technology Act,
2000(Complete
including digital signature, certifying
authorities and E -governance),
Positive aspects, weak areas
Amendments to the Information
Technology Act, 2008
Challenges to Indian law and cybercrime
scenar io in India
Protection of cyber consumers in India

6.
Intellectual property Rights


Lecture and
Case Studies
( 3Hours) Intellectual Property law basics
Types of Intellectual Property
Agencies responsible for Intellectual
Property registration
International organizations, Agencies
and Treaties
Increasing importance of Intellectual
Property Law

Copyright issues in Cyberspace Lecture and
Case Studies
( 3Hours) Relevant provisions under Copyright
Act, 1957 regulating copyr ight issues in
Cyberspace;
Online Software Piracy – legal issues
involved;
Analysis of sufficiency of provisions of
Copyright Act to deals with Online
Software Piracy.
Trademark issues in Cyberspace –
Domain Name; Cyber squatting as a form
of Domain Name d ispute; Case law.
7.



Text and Reference Books

1 Legal Aspects of Business – AkhileshwarPathak
2 Legal Aspects of Business – David Albuquerque
3 Business Law – N.D. Kapoor
4 Herman T. Tavani. Ethics & Technology, Ethical Issues in an Age of Information and
Communication Technology,3rd Edition, John Wiley & Sons, Inc., 2011
5 Cyber Laws – Singh Yatindra
6 Cyber Crime – Bansal S K
7 Cyber law , E -commerce & M -Commerce – Ahmand Tabrez
8 The Indian Cyber Law, Second Edition 2001, Vish wanathan Suresh T., Bharat Law House.

Page 61

PROGRAM: MMS in Digital Business Management

Semester : II – Elective
Title of the Subject / course : Event Management
Course Code :
Credits : 4 Duration in Hrs. : 40
Learning Objective

1 To Apprecia te event management as a professional endeavour
2 To understand the chain of events that goes into successful event management

Prerequisites if any None

Connections with
Subjects in the current or
Future courses Students in all the specialisations must have a minimum knowledge of Event
Management



Module
Sr.No. Content Activity Learning Outcomes
1. Scope and nature of Event Management:
Definition, Variables, Types of events, The impact
of events, Timelines, What is an event worth?,
What m akes someone a good event manager?
Developing a concept and planning: The need,
Expectation determination, Developing concepts,
The stakeholders, Planning processes Lecture and
Exercises To understand
importance of Event
Management
2. Organizing the resou rces required: Location,
Organizing physical resources and services,
Financial resources, Managing financial resources,
Marketing resources, Outsourcing resource
requirements
Catering - Food and Drink: Determining food
and beverage needs, Choosing a cater er, Other
catering considerations. Lecture and
Exercises Students will learn about
the resources required
for organizing the event
through exercises
3. Promoting an event: Marketing an event, Target
marketing, How to determine the target, The
marketing mix , How to promote a private event,
How to promote a public event
Managing the clientele: Accessibility, Queuing
theory, Negative situations Lecture and
Exercises Students will be able to
do the marketing of
Events
4. Risk management, legalities and contin gency
planning: Planning for the unexpected, Risk
analysis, Tools for identifying risks, Negating risk,
Contingency planning, Legal issues, Insurance,
Security at events
Delivering the event: Some things to consider
before setting -up day, After the event
Lecture and
Exercises To understand about the
risks involved in the
event management
business
5. Organising celebrations and parties: A
children‟s party, A wedding, A reunion, A street
party
Organising exhibitions: Guidelines for planning
a show or exh ibition
Organising conferences and seminars:
Organising a conference Working in the events Exercises Actual experience

Page 62

industry: Education, Job profiles
Text Books
1. Event Management, Wagen and Carlos, Pearson
2. Event Planning & Management. Diwakar Shar ma, Deep and Deep Publications
3. Successful Event Management, Shone & Parry, Thomson Learning
4. Event Management , John Mason
Reference Books
1. The Business of Event Planning: Behind -the-Scenes Secrets of Successful Special Events, Allen, J,
Canada: Wiley
2. Planning Special Events. , Armstrong, J S, New York: Josse Bass Wiley.
3. Professional Event Coordination , Rutherford Silvers, J and Goldblatt, J. New York: Wiley

Assessment

Internal 40%
Semester end 60%

Page 63

PROGRA MME : MMS in Digital Business Management
Semester : II Elective
Title of the Subject / : Business Environment
course
Course Code :

Credits : 4 Duration in Hrs : 40
Learning Objectives

1 To sensitize the students to t he multi -faceted environment of business. to
enable them to appreciate the finer nuances of the environment, and,
2
to improve their ability to operate effectively in the contemporary globalized world
as 3 managers or entrepreneurs

Prerequisites if any Nil

1: It would also deal with macroeconomic issues, and, thus

become an essential sequel to Managerial Economics dealing

Connections with with microeconomics in Semester I, and,

Subjects in the current or 2: it would be an essential pre-requisite to the University paper

Future courses on Strategic Management in Semester III.

Module



Sr.

No Content Activity Learning outcomes

.

Business environment - definition, nature The students should be a ble to
and scope, distinction between internal

1 Lecture decipher, analyse and understand
and external environment of business,
the environment of business.
limitations of environmental analysis.



Socio -cultural environment of business: Lecture The students should be able to

decipher, analyse and understand
2 elements of culture, the impact of culture and a case
the environment of business.
on business, multiculturalism study




Political environ ment of business: The The students should be able to

State and it's branches, political ideals Lecture decipher, analyse and understand

3 including liberty, equality, fraternity and and a case the environment of business.
tolerance. The politics o f coalition study


governments

Regulatory environment of business, The students should be able to

including the need for effective decipher, analyse and understand

4 regulation and governance as well as the Lecture the environment of business.
ingredients of a good system of



regulation

Regulatory environment of business, The students should be able to

including the need for effective decipher, analyse and understand

5 regulation and governance as well a s the Lecture the environment of business.
ingredients of a good system of



regulation

Page 64

Ecological issues and sustainable The students should be able to

6 -- Do -- decipher, analyse and understand
development
the envir onment of business.




National Income: Growth and

development. Interconnectivity between
Students should be able to
macroeconomic variables & Business

understand the need for various
Cycles.

campaigns and also the im pact of
7 Lecture
The concept of Inclusive growth changes in the various



Subsidies, JAM (Jandhan, Aadhar and macroeconomic variables on

Economy as well as on business.
Mobile) and the "Make in India


Campaign”.



Students should be able to

Money and Banking: including money understand the need for various

campaigns and also the impact of
8 supply, demand for money, credit Lecture
changes in the various
creation.

macroeconomic variable s on


economy as well as on business



Central Banking and Monetary Policy: Students should be able to
instruments of credit control, objectives

understand the various instruments
9 of monetary policy. Inflation: the Lecture
of credit control, and its impact on
concept , demand pull, cost push

economy and business.
inflation. Inflation & monetary policy





Budget, budgetary deficit, fiscal deficit Lecture Students will develop

understanding about the Union
10 and fiscal policy: aims, objectives and and a case
Budget and its impact on the
efficacy. study
various sectors




The LPG model (Liberalisation, Students should develop an

understanding of the opportun ities
11 Privatization and Globalisation) : genesis, Lecture
& challenges of the policies relating
features, problems and prospects

to LPG with reference to business.




Balance of Payments. International trade Students shoul d develop a holistic

12 Lecture understanding of the external sector
blocks, IMF, IBRD, WTO.
as well as multilateral organization.




Students should develop a holistic

13 Presentations by students understanding of the externa l sector

as well as multilateral organization

Page 65

Text books

1 Economics by Paul Samuelson and Richard Nordhaus: Indian Adaptation, 19th edition
2 Indian Economy by Mishra and Puri
3 Macroeconomics for Management students by A. Nag

Refere nce books
1 Business Environment and Public Policy by R A Buchholz
2 Economic Survey by Ministry of Finance, Government of India - Different issues
3 World Development Report by the World Bank - different issues

Assessment

Internal 40%
Semester e nd 60%

Page 66

PROGRAM : MMS in Digital Business Management

Semester : II - Elective
Title of the Subject / course : Digital Perspective for Managers
Course Code :
Credits : 4 Duration in Hrs : 40
Learning Objectives

1. To apply the l atest digita l tools and technology for achieving business goals.

2. To learn more about current trends in Digital technology and Business

3. To use social media and digital channels to strategically engage management, employees,
partners and suppliers .

Prerequisites if any
Connections with Subjects in
the current or Future courses
Module
Sr.
No. Content Activity Learning outcomes


1 Digital Business Life Cycle - Stages
of Digital Business life cycle -
Overview of Use of IT in Business,
Definition and characteristics of
Digital Business, Difference
between Digital Marketing and
Digital Business Management
Management is going Digital Literature
review
To understand the distinctive
characteristics of the Di gital Business
and Digital Business Management





2. Emerging Tools and Technologies
for Managers
Overview of concepts such as ERP,
SCM, CRM, Data Base
Management, , Data warehousing,
Business Int elligent, Knowledge
Manageme nt Lecture,
Workshops
and
Seminars
Conceptual Understanding

3. Social Media - Why Social Media,
Building Relationship via FB,
LinkedIn, Twitter and Youtube
Heading comments,
Social media content base creation,
Application of social media in
different areas of business, Face
Recognition tools Discussion
and
exercises on
social media
Student should be able to understand
importance of social media in modern
business. Use of social media strategy in
Marketing, Human Resource and Finance

4. Mobile Techn ology - Concept of
mobile web, mobile apps, mobile Discussion
and Student should be able to understand use
of smartphone in business, Use of

Page 67

marketing and mobile payments exercises on
Mobile apps different Google apps, mobile apps, M -
commerce and mobile payment systems
5. Analytics - Web Analysis and
intelligence tools, Introduction to
Google analytics, Social media
analytics, Social Media goals and
KPI, Tools for Social Media
Analysis
Concept of Big Data Analysis Discussion
and
exercises Student should be able to understand use
of analytics in decision making and
importance of Big Data analysis in
Consumer Driven Economy

6. Cloud Computing - The digital
collaboration tools , Leveraging the
cloud for competitive advantage
Discussion
Student should be abl e to understand how
cloud computing useful in collaboration of
business and how it helps to cut costs

7. Cyber Security For Digital
Business
Introduction to Cyber crimes,
Difference between Hacking and
Cracking, Types of Hackers
Types of Cyber Crimes - E-mail
crimes, Social Networking Crimes,
Financial Frauds/Banking Frauids,
Cell Phone Technology Crimes
Cyber Saf ety-Do‟s and Dont‟s Case Study
and
presentation
Student should be able to understa nd the
precaution to be taken while doing Digital
Business Man agement

Text books
1 Digital Business Concepts and Strategies -Eloise Coupey

Reference books
1 Digital Disciplines – Attaining Market Leadership Via the Cloud, Big Data, Social, Mobile and
the Internet of things - Joe Weinman - Wiley Publicatio n
2. Social Media Analytics - Effective Tools for Building, Interpreting and Using Metrics -Marshal
Sponder –McGraw Hill
3. Business Models for Social Mobile Cloud: Transform your Business using Social Media, Mobile
Internet and Cloud Computing –Ted Shol ton -PWC
4. Code Halos: How the Digital lives of People, Things and Organizations are Changing the rules of
Business - Cognizant Technology Solutions

Assessment
Internal 40%
Semester end 60%

Page 68

PROGRAMME: MMS in Digital Business Management

Semester : II - Elective
Title of the Subject / course : Corporate Social Responsibility
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

1 A fundamental assumption of Ethics & Social Responsibility is that organizatio ns exists
in uncertain, changing environment and continually confront new challenges and
problems. Managers must find solutions to these concerns if organizations are to
survive, prosper and perform effectively.

Prerequisites if any
Connections wi th
Subjects in the current or
Future courses

Module
Sr. Content Activity Learning outcomes
No.



1. Corporate Social Responsibility (CSR) – Case 1. To have a good

Meaning and Scope Study understanding of the


2. CSR Models Case different ways in which

Study CSR can be managed


3. CSR and Business Ethics Case effectively and integrated

Study throughout an organization


4. Role of Institutions in CSR Case and acqui re the practical

Study skills to develop, manage



and measure the impact of a
Environmental Aspect of CSR:

Environmental Issues for India and the Case CSR strategy.

5. world(Global Warming, Waste Disposal & 2. Under stand the ways in
Study
Pollution) and CSR Efforts of Indian which CSR interventions


Companies for mitigation of these problems can be planned,

implemented, monitored
CSR and Corporate Sustainability: Case

6. Introduction to Sustainability; Sustainability and evaluated in an
Study
and its Challenges organization


3. Create an integrated
7. Global CSR Case
approach to embed CSR
Study


within the core business
8. Understanding Framework for Rating CSR: Case

and culture of an
Global Reporting Initiatives, ISO 26000 Study

organization


4. Comprehend the ways in

9. Project on CSR Case which CSR can make

Study meaningful contribution to


a sustainable culture within

an organization

Page 69

Text books

1 MadhumitaChatterji , Corporate Social Responsibility , Oxford University Press.
2 Krishnamoorthy : Environmental Management (Prentice – Hall India)

Reference books
Michael Blowfield and Alan Murray, Corporate Responsibility , Oxford University
1. Press.

Assessment

Internal 40%
Semester end 60%

Page 70

Semester : II – Elective
Title of the Subject / cou rse : Business Systems and Procedures
Course Code :
Credits : 4 Duration in Hrs. : 40
Learning Objective
1. To understand Business as an integrated system
2. To develop process thing for developing procedures
3. To Make students aware of various busine ss functions and responsibilities

Prerequisites if any None

Connections with
Subjects in the current or
Future courses



Module
Sr.No. Content Activity Learning Outcomes
1. Systems and Procedures – Concept and need -
Characteristics of a good procedure. Writing a
Standard Operating Procedure (SOP) – Procedure
Identification - Information Gathering –
Interviewing – Analysis – Writing –
Implementation – Review - Fine-tuning. Process
Mapping Tools – Aid Memoir – Flowchart – Swim
Lane Diagrams – Flow Charting Software – Using
MS Word and Excel for Flowcharting - Case
Studies. Lecture and
Practical To understand the
Standard operating
procedures
2. Understanding accounting procedures for Cash
Sales - Credit Sales - Cash Receipts – Donations –
Trave lling Expenses – Writing off Bad Debts –
Sale of Scrap. Principles of Internal Control –
Study of Internal Control in Select Procedures such
as Recruitment, Payment of Salaries and Wages,
Verification of Inventories and Work in Progress,
Verification of Fi xed Assets and Investments Lecture and
Practical To understand standard
Accounting procedures
3. Lean Office – Re-engineering information flow
and paper flow – Process Mapping for Current and
Future State Map. Digital Office –Overview of
Office Automation Systems – Use of technologies
such as Bar Coding, RFID, Biometry and Mobile
Computing for redesigning office procedures.
Lecture and
Practical To understand Lean
office concept
4. Study of the following Systems and underlying
Procedures. Point of sale (PO S) system in an
organized retail store, Purchase Order System in a
manufacturing organization, Attendance Recording
System in a factory, Kitchen Order Ticket (KOT)
System in a Restaurant, Just in Time Inventory
System in a manufacturing organization. Lecture and
Practical To know about systems
in different industries
5. Presentation of individual/group projects in Process
Mapping, Improvement and Writing SOP‟s for an
entire range of activities for a segment in a
manufacturing/ service organization. Practic al Hands on experience
Text Books
1. Business Process Management – A Rigorous Approach by Martyn A Ould , British Computer

Page 71

Society, First South Asia Edition.

Reference Books
Assessment

Internal 40%
Semester end 60%

Page 72

PROGRAM : MMS in Digital Business Management

Semester : II – Elective

Title of the Subject / : Entrepreneurship Management
course
Course Code :

Credits : 4 Duration in Hrs : 40


Learning Objectives

1 To acquaint the students with both the theory and practice of Entrepreneurship,
2 to expose the sudents to the finer nuances of the subject, and,
3 to re-orient the outlook of students towards new business ventures and start ups
and also to help them to look at these as a possible career option.

Prerequisites if any Nil
1) Entrepreneurship Management would both supplement and
Connections with Subjects complement the knowledge gained after doing papers like
in the current or Future Businss E nvironment in the second semester, and,
courses 2) 2) it would also pave the way for studying papers like
Strategic Management (Semester III) and Project
Management (Semester IV).

Module
Sr. Content Activity Learning outcomes
No.


(A) Entrepreneurial Perspective :

• Concept of entrepreneur, To gain an understanding of

1 entrepreneurship and enterprise, Lecture entrepreneurship, as well as to

advantages of entrepreneurship realise and harness the potential


• Nature and development of of new ventures and start ups.

entreprener and entrepreneurship

• opportunity -based To gain an understanding of
entrepreneurship

entrepreneurship, as well as to
2 • social entrepreneurship Lecture
realise and harness the potential
• entrepreneurship by Dalits

of new ventures and start ups.
• technopreneurship



To gain an understanding of

Gender bias and women Lecture and entrepreneurship, as well as to

3 realise and harness the potential
entrepreneurs a case study
of new ventures and start ups.




To gain an understanding of

Entrepreneurs, managers and entrepreneurship, as well as to

4 intrapreneurs : similarities and Lecture realise and harness the p otential

differences of new ventures and start ups.



5 Innovation, creativity and Lecture and To gain an understanding of

entrepreneurship a case study entrepreneurship, as well as to

Page 73

Sr. Content Activity Learning outcomes
No.


realise and harness the potential

of new ventures and start ups.



(B) The Entrepreneurial To gain an understanding of

Environment : entrepreneurship, as well as to

6 • Analysis of business opportunities Lecture realise and harness the potential
in both the domestic and global
of new ventures and start ups.
economies, including the analysis of



PEST factors

• Quick -start routes to establish a To gain an understanding of

business (franchisi ng, ancillarising entrepreneurship, as well as to

7 and asquisitioning) Lecture realise and harness the potential

• Support organisations for an of new ventures and start ups.
entrepreneur and their role



• Legal framework for sta rting a To gain an understanding of

business in India entrepreneurship, as well as to

8 • The Make in India Campaign, the Lecture realise and harness the potential

Digital India Campaign and the of new ventures and start ups.
opportunities fo r start ups in India



To gain an understanding of

(C) The Enterprise Launching : Lecture and entrepreneurship, as well as to

9 • Product / Project identification realise and harness the potential
a case study
• Preparing a B usiness Plan of new ventures and start ups.





To gain an understanding of

• Business financing, including entrepreneurship, as well as to

10 venture capital finance and private Lecture realise and harness the potential

equity of new ventures and start ups.



To gain an understanding of


• Managing early growth of business entrepreneurship, as well as to

Lecture and realise and harness the potential
11 • New venture expansion - strategies
a case s tudy of new ventures and start ups.
and issues




• International variations in To gain an understanding of

entrepreneurship ( including cultural entrepreneurship, as well as to

12 and political differences) -- Do -- realise and har ness the potential

• Indian Family Business: genesis, of new ventures and start ups.
features, issues and challenges



To gain an understanding of

13 Presentations by students entrepreneurship, as well as to

realise and harn ess the potential


of new ventures and start ups.

Page 74

Text books

1 Entrepreneurship Management by P N Singh and J C Saboo.
2 Entrepreneurship by Rajeev Roy
3 Entrepreneurship by Robert Hisrich, Michael Peters and Dean Shepperd

Reference bo oks
1 Beyond Entrepreneurship by James C Collins and William C Lazier
2 Dynamics of Entrepreneurial Development by Vasant Desai
3 Entrepreneurship Development in India by B Ghosh

Assessment
Internal 40%
Semester end 60%

Page 75

PROGRAM: MMS in Digital Bus iness Management

Semester : II – Elective
Title of the Subject / : Management Information System
course
Course Code :
Credits : 4 Duration in Hrs. : 40

Learning Objectives
To understand the basic concept data and information , Frame work / structure and role of
1 Information and Information Systems for business
2 Determining Information Needs for an individual & Organization for decision making process.
To understand the requirement & analysis of MIS across the functions of the Management and
3 Sectors of the industry and business
4 To emphasis the Information System Development Process and Security /Privacy of MIS

Need & understanding of Management
Prerequisites if any Information System
Will connect co nceptual framework to
Determining Information Needs for an
Connections with Subjects in the current or Organization/Individual managers for decision
Future courses making process

Module
S.no. Content Activity Learning outcomes
1 1. Role of Information system in
various organization
Basic Information concepts and 2. Sector wise application of
definitions Information System
Framework and role of Information and 3. Role of Information System in
Information Systems(IS) in an analyzing as well as decision
organization, system concept making process
Characteristics of Information and 4. To understand the application of
Organization with respect to MIS across the function and
organization form, structure , different industrial sector
philosophy, hierarchy etc Lecture
2 Types of Information System (IS) -
Transaction Processing System for
Operational Control, Management
Information System for
Management Control, Decision Support
System and , Executive Information
Systems for Strategic Management,
Knowledge Base Information System Lecture
(Artificial Intelligent/ Expert System) & cases
3 Determining Information Nee ds for an
Organization/Individual Manager,
Overview of use of data and Lecture

Page 76

Information , analysis of information,

Value of information for decision

making and decision making processes

etc

4 MIS across the func tions of the

Management and Sectors i.e

Marketing Information Systems

Manufacturing Information Systems

Human Resource Information Systems

Financial Information Systems Lecture

Information System Required across the and

Sectors. cases

5 Strategic roles of IS

Use of Information for Customer

Bonding and Business Alliance

Breaking Business Barriers –Business

Processes Reengineering

Improving Business Quality – Creating

Virtual Company – Using In ternet

Strategically

Building Knowledge and Creating

Company – Challenges of

Strategic of IS – Enterprise –wide

systems and E - Business

Applications for business & competitive

advantages

6 Managing information systems

Enterprise Management

Information Resource Management

Technology Management

IS planning methodologies – Critical

Success factors

Business Systems Planning – Computer

Aided Planning Tools.

7 Information System Develop ment and

Security

Information System development

Process and Models

Sensitize students to the need for

information security, Concepts such as

confidentiality, Integrity and

Availability, Types of threats and risk,

overview of some of the manual,

procedural and automated controls in

real life IT environments. Computer

Crime –Privacy Issues

8 Case Studies and Presentations

Page 77

Text books
1. Management Information System - Managing th e Digital Firm , by Laudon and Laudon
2. Principles of Information System , by Ralph M. Stair and Georg Raynold

Reference books
1. O‟Brien, James A Management Information Systems, Tata McGraw Hill, New Delhi,
2. Marvin Gore, Elements of Systems Analysis & Design, ,Galgota Publications.
3. MIS a Conceptual Framework by Davis and Olson
4. Analysis and Design of Information Systems by James Senn
5. Case Studies : Case on ABC Industrial Gases – Author : Prof PradeepPendse
6. Jessup &Valacich: Information Sys tems Today (Prentice Hall India)
7. Management Information Systems – M.Jaiswal&M.Mittal – Oxford Publications.

Assessment
Internal 40%
Semester end 60%

Page 78

PROGRAM: MMS in Digital Business Management

Semester : II
Title of the Subject / course : Developing Teams and Effective Leadership
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

1 Developing and managing a team
2 Understand how to adapt your leadership style to effectively lead and influence others
3 Strategies for coping with team challenges
4 Define your leadership philosophy and learn how to communicate it
5 Earning trust and building relationships
6 Leading virtual teams

Prerequisites if any Base knowledge of Management and HRM

Connections with

Subj ects in the current or

Future courses Organizational Behaviour and Leadership Theories

Module

Sr. Content Activity Learning outcomes
No.



1 Team Building
Role play Types of Teams and Team Building

Stages



2 Role of leader in team Role play Manage your team, your boss, and

development your colleagues more effectively


3 Art of using negotiations,
power Case studies Influencing others from a position of

and influence authority


4 Stress Management and Time Case studies Effective management of time and

Management strategies to handle stress


5 Leading Virtual Teams Videos, Strategies for leading a virtual team
Case studies


6. Lab Sessions  Students are divided in group of 5 students each.
Students identify 12 Leaders at different levels from
industry, contact them in person, prepare their profiles by
interviews and observations and present it to the class
 With the help of games and activities bring out
observa tions on Leadership qualities and traits.
a. The games and activities shall focus on students;
b. Developing leadership skills
c. Raising awareness of group and people skills
d. Developing empowering style of leadership
e. Compile reflections of the students on Leade rship
qualities such as ; Enthusiasm, Integrity, Toughness,
Fairness, Warmth, Humility, Confidence &Fostering
Collaboration, Managing Conflict, Using Diversity, Risking
Innovation etc.

Page 79

 Write reviews on articles / books written by or on
leaders from variou s fields and debate and discuss the same
in the class (Bring out the leadership traits, styles and
strengths) e.g. Mahatma Gandhi, APJ Abdul Kalam, Jack
Welch, Steve Jobs, JRD Tata, Ratan Tata, Baba Amte, etc.


Text books
1 Management - Hellriegel, Slocum and Jackson
2 Leadership Theories - Composite
3
Reference books
1 Leadership – Warren Bennis
2 Organizational Behaviour – Ashwathapa
3 Personnel management – ArunMonappa
Assessment
Internal 40%
Semester end 60%

Page 80

PROGRAM : MMS in Digital Business Management

Semester : II - Elective
Title of the Subject / course : Intellectual Capital and Patenting
Course Code :
Credits : 4 Duration in Hrs : 40

Learning Objectives

To ensure the fact that students of Business and Managerial Studies are aware of the
1 concept and respect of Intellect and Intellectually driven properties.
2 To know and study about the concept and types of Intellectual Property Rights.
To understand and appreciate the need to h onour and not infringe upon the Intellectual
3 Property Right of others.
To inculcate in the minds of the young managers, entrepreneurs and professionals, the
4 processes and patterns that are emerging in the field of Intellectual Property.
To encourage the business fraternity to develop new products, ideas, constructs and
5 properties on a continual basis.
To study, understand and acknowledge the trends across the globe in areas of Patenting and
Intellectual Property Rights especially in the areas where India is a major player viz.
6 Information Technology, Media, Automobiles and Education.

Suited better for students who have studies Sciences or Law till

Prerequisites if any their Graduation level but it certainly isn‟t a limiting factor.

1. Unders tanding Innovation

2. Management for Technology

Connections with 3. Business Intelligence

Subjects in the current or 4. Information Technology Governance and Compliance

Future courses 5. Business -to-Business

Module

Sr. Content Activity Learning outcomes
No.



Introduction to the concept

of Intellect, Intellectual Class Room To appreciate the meaning of
1 Property, Right, Duties Discussions, Media
Intellectual Property
and Intellectual Property Presentations


Rights.

Understanding of

Philosophical and Legal Class Room Understanding of the philosophical,

2, 3 Concept of Intellectual Discussions, Case ideological and Legal framework as

Property, Its importance, Studies, Media used in t he context of Intellectual


characteristics, features, Presentations. Property.

impact.

The relationship between Business

The Economics behind Class Room and Intellectual Property Right and

4 Intellectual Property and Discussions, Case to appreciate the fact that the outlay

Intellectual Property Studies, Media incurred on protection of


Rights. Presentations. Intellectual Property isn‟t a Cost but

an Investment for the Business

5, 6, Types of Intellectual Class Room Understanding the actual scope and

Page 81

Sr. Content Activity Learning outcomes
No.


7, 8 Property, namely, Trade Discussions, Case extent of Intellectual Property.

Marks, Geographical Studies, Media Their connection with Business and

Indications, Copyright, Presentations, real the need to protect them to ensure a

Industrial Design. Their life case laws, congenial Business environment.

respective definitions, judicial

characteristics, interpretations.

importance, scope, Seminars, talks by

registration, infringement legal experts should

and protection. Indian be encouraged at this

Laws related to IPR. stage to understand

the statutory

compulsions of

Intellectual Property

Rights.

Class Room

Discussions, Case

Studies, Media

Presentations, real

life case laws,

Patent : Definition, judicial

interpretations.

Importance, Development,

Seminars, talks by

Type, Features and

legal experts should

Essentials. Process of

be encouraged at this

Registration, Understanding the actual scope and
stage to understand
infringements : types, extent of Intellectual Property.
9, the statutory
Protection. Their connection with Busin ess and
10,11 compulsions of
Licensing process : the need to protect them to ensure a
Intellectual Property
Software Licensing, congenial Business environment.
Rights. Also, have
General Licensing,

representatives of

Comp ulsory Licensing.

Organisations, R &

Indian Laws related to

D experts who have

Patent.

developed worked



on Patents in

particular and

Intellectual Property

Rights sphere in

general.

International Protocols, Class Room

Conventions, Trends and

Discussions, Case Appreciating and Understanding the
12 Scenario of Intellectual
Studies, Media Global view of IPR
Property Rights. TRIPS,
Presentations.

GATT etc.



IP M anagement, Concept Class Room

of IP Management, Management and Intellectual
Discussions, Case
13 Intellectual Property and Property. Monetisation and
Studies, Media
Marketing, IP asset Evaluating IP.
Presentations.
valuation

Page 82

Text books

1 Indian Patents Act, Indian Copyright Act, Indian Trademarks Act, Indian Designs Act.
2 TRIPS Agreement
3 Cornish : Intellectual Property.


Reference books
1 Nair and Kumar : Intellectual Property Rights.
2 Narayanan : P atent Law
3 Saxena : Trade Related Issues of Intellectual Property Rights and Indian Patents Act.


Assessment

Internal 40%
Semester end 60%

Page 83

MMS Revised Guidelines under Credit Based Semester and Grading System:

(10 point grading system)


EXAMINATIO N / ASSESSMENT AND GRADING

Semester wise performance assessment of every registered learner is to be carried out through
various modes of examinations. These include Internal Assessment and End Semester
Examination. Internal Assessment includes class test s, home assignments based on live
problems, course projects either in a group or individually. The modes of evaluation and
distribution of weightage for each of the assessments is given in the syllabus manual of the
programme. Normally weightage of Interna l Assessment and End Semester Examination is 40
and 60 percentage respectively.


Mode of Assessment/Evaluation

Mode of Evaluation for Theory Course: -

The various modes of assessment used for rating learners‟ performance in a theory course
include

1. Inter nal Assessment and End Semester Examination. Relative weightage for Internal
Assessment is typically 40 percent and will be evaluated by the faculty as per his/her
Teaching Learning Plan submitted at the beginning of the academic year.

2. The end semester ex amination will be held at the end of the Semester planned by the Institute
and the relative weightage for this would be 60 percent. It is normally of 3 hours duration and
will cover the full syllabus of the course. The end semester examination is mandatory . The
grade for theory courses can be awarded only after successful completion of both
Internal Assessment and End Semester Examination of the respective course.


Mode of Evaluation of Projects

If the performance of a student is to be evaluated through P roject work for any course since for a
subject like “Creativity & Innovation” the Internal Examination OR End Term Examination
(written) may not be suitable method of evaluation then the project evaluation to be done as per
the following guidelines keeping the ratio of Internal and End term Examination intact to 40 and
60 respectively.


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The learner (individual / Group) to be given a Project – (Problem or a situation) for which he
needs to Prepare the solution. This Project is to be graded, at the end of the respective semester.
The projects are supervised or guided, and need regular interaction (atleast once a week) with the
mentor/guide. Project group has to submit a project report and defend it in front of a panel of
examiners. Panel of examiners for P roject evaluation will be appointed by Head of
Department/Institute. The project report will not be accepted if students fail to complete the
project successfully and submit on or before the deadline given for the project submission.. The
grade for Project can be awarded only after successful completion of Term Work and Oral
Presentation / viva -voce as per the schedule.


For Example, if a faculty wants to evaluate the learners‟ performance through a project for 100
marks. He can devise the marks allocation as 40 marks for “the conceptual understanding of the
Topic, Introduction and methodology he wishes to adopt and 60 marks for the actual data
collected, usage of methodology he thought of , preparation and presentation of the report with
conclusions and pr esentation to the panelists.

Another example is a subject, “Developing Teams and Effective Leadership”. These skills
should be learnt by doing rather than by learning theory and writing examination. Therefore, an
institute offering this subject may evolve a suitable method of evaluation and break it into
internal and end semester evaluation.


Grading of Performance

Letter Grade and Grade Point Allocation

The Revised Credit and Grading System will be effective from the academic year 2016 -2017 for
the Fac ulty of Management of University of Mumbai. In every Course, based on the combined
performance in all assessments, in a particular Semester as per the curriculum/syllabus, the
student is awarded a letter grade. These letter grades not only indicate a quali tative assessment of
the learner‟s performance but also carry a quantitative (numeric) equivalent called the Grade
Point. The letter grades and their equivalent grade point applicable for MMS program are given
below:

A learner who remains absent in any fo rm of evaluation/examination, letter grade allocated to
him/her should be AB and corresponding grade point is zero. He/She should reappear for the
said evaluation/examination in due course.

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Range of percentage of Letter Grade Performance SGPA / CGPA


Marks
Grade
Point
Range





80 and above O 10 Outstanding 9.51 – 10



75-79.99 A+ 9 Excellent 8.51 – 9.50



70-74.99 A 8 Very Good 7.51 – 8.50



65-69.99 B+ 7 Good 6.51 – 7.50



60-64.99 B 6 Fair 5.51 – 6.50



55-59.99 C 5 Average 4.51 – 5.50



50-54.99 P 4 Pass 4.0 – 4.50



Below 50 F 0 Fail < 4



Absent AB 0 Fail





SGPA/ CGPA Calculation

Semester Grade Point Average (SGPA)

The performance of a learner in a semester is indicated by a number called Semester Grade Point
Average (SGPA). The SGPA is the weighted average of the grade points obtained in all the
courses by the learner during the Semester. For example, if a learner passes five courses
(Theory/Projects etc.) in a semester with credits C 1, C2, C3, C4 and C 5 and learners grade points
in these courses are G 1, G2, G3, G4 and G 5 respectively, then learners‟ SGPA is equal to:

SGPA = C1G1 + C 2G2 + C3G3 + C4G4 + C 5G5

C1 + C2 + C 3 + C4 + C5




The SGPA is calculated to two decimal places. The SGPA for any semester will take into
consideration the “ F or AB” grade awarded in that semester. For example if a learner has failed
in course 4, the SGPA will then be computed as:

SGPA = C1G1 + C 2G2 + C3G3 + C4*ZERO + C 5G5

C1 + C2 + C3 + C4 + C5



Cumulative Grade Point Average (CGPA)

An up to date assessment of the overall perfo rmance of a learner from the time s/he entered the
University of Mumbai is obtained by calculating a number called the Cumulative Grade Point
Average (CGPA), in a manner similar to the calculation of SGPA. The CGPA therefore

3

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considers all the courses m entioned in the curriculum/syllabus manual, towards the minimum
requirement of the degree learner have enrolled for. The CGPA is calculated at the end of every
semester to two decimal places and is indicated in semester grade report cards.The CGPA will
reflect the failed status in case of F grade(s), till the course(s) is/are passed . When the
course(s) is/are passed by obtaining a pass grade on subsequent examination(s) the CGPA will
only reflect the new grade and not the fail grades earned earlier.


Examp le: Up to semester r a learner has registered for n courses, among which s/he has “ F”
grade in ith course. The semester grade report at the end of semester r therefore will contain a
CGPA calculated as:

CGPA = C1G1 + C 2G2 + C3G3 + ….C i*ZERO +…+ C nGn

C1 + C2 + C3…. + C i + …+ C n




Even if a learner has failed in a course more than once, the course will figure only once in the
numerator as well as the denominator . At the end of semester r+1 s/he has appeared for
examination for k number of courses in cluding the ith backlog course and has cleared all the
courses including the backlog course, the CGPI at the end of this semester is calculated as,

CGPA = C1G1 + C 2G2 + C3G3 + ….C i*Gi +…+ C nGn

C1 + C2 + C3…. + C i + … + C n




There will also be a final CGPA calculated which considers all the credits earned by the
learner specified for a particular programme.


Illustration of Computation of SGPA and
CGPA Computation of SGPA and CGPA

i. The SGPA is the ratio of sum of the product of the number of cr edits with the grade
points scored by a student in all the courses taken by a student and the sum of the
number of credits of all the courses undergone by a student, i.e

SGPA (Si) = Σ(Ci x Gi) / ΣCi

where Ci is the number of credits of the ith course and

Gi is the grade point scored by the student in the ith course.




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ii. The CGPA is also calculated in the same manner taking into account all the courses
undergone by a student over all the semesters of a programme, i.e.


CGPA = Σ(Ci x Si) / Σ Ci


where Si is the SGPA of the ith semester and

Ci is the total number of credits in that semester.


iii. The SGPA and CGPA shall be rounded off to 2 decimal points and reported in the transcripts.
A Successful learner who has passed in all the courses of each Semest ers i.e Semester I,
Semester II, Semester III and Semester IV shall be awarded grades as shown in the table
given below:


Grade Table: - Grade Allocation under 10 point grading scale in CBSGS.


Range of percentage of Letter Grade Performance SGPA / CGPA


Marks
Grade
Point
Range





80 and above O 10 Outstanding 9.51 – 10



75-79.99 A+ 9 Excellent 8.51 – 9.50



70-74.99 A 8 Very Good 7.51 – 8.50



65-69.99 B+ 7 Good 6.51 – 7.50



60-64.99 B 6 Fair 5.51 – 6.50



55-59.99 C 5 Average 4.51 – 5.50



50-54.99 P 4 Pass 4.0 – 4.50



Below 50 F 0 Fail < 4



Absent AB 0 Fail















5

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Example to illustrate the computation of SGPA and CGPA

Semester I

Subject
Marks
Grade Grade Credits
Ci*Gi
SGPA



Point (Gi)
( Ci )






Sub-1 95 O 10 4 40



Sub-2 59 C 5 4 20
SGPA = 108/16



Sub-3 59 C 5 4 20
= 6.75



Sub-4 68 B+ 7 4 28



Credits Earned 16 108



Remarks: Grade: B+ Range 65 -69.99



Seme ster II




Subject
Marks
Grade Grade Credits
Ci*Gi
SGPA



Point (Gi)
( Ci )






Sub-1 60 B 6 4 24



Sub-2 65 B+ 7 4 28
SGPA= 120/16



Sub-3 66 B+ 7 4 28
= 7.50



Sub-4 80 O 10 4 40



Credits Earned 16 120



Remarks: Successful Grade: B+ Range65 -69.99



Semester III




Subject
Marks
Grade Grade Credits
Ci*Gi
SGPA



Point (Gi)
( Ci )






Sub-1 62 B 6 4 24



Sub-2 68 B+ 7 4 28
SGPA = 128/16



Sub-3 85 O 10 4 40
= 8.00



Sub-4 78 A+ 9 4 36



Credits Earned 16 128



Remarks: Successful Grade: A range 70 -74.99



6

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Semester IV
Grade
Credits


Subject
Marks
Grade
Point
Ci*Gi
SGPA



( Ci )


(Gi)






Sub-1 89 O 10 4 40



Sub-2 63 B 6 4 24 SGPA = 96/12


= 8.00

Sub-3 72 A 8 4 32



Credits Earned 12 96



Remarks: Successful Grade: A range 70 -74.99





Calculation of CGPA

Semester SGPA Credits
Si*Ci
CGPA



(Si)
( Ci )






I 6.75 16 108



II 7.5 16 120 CGPA=

Grade: A
III 8 16 128 452/60



= 7.53

IV 8 12 96



Total Credits Earned 60 452 range70 -74.99





Heads of Passing

Internal Assessment (IA) and End Semester Examination (ESE) should be two separate heads for
passing. E.g. 40 mar ks (IA), 60 marks (ESE). Passing standard will be 50% in each individually,
i.e 20 marks in (IA) and 30 marks in ESE.


3.6 Promotion of Learner and Award of Grades

A learner will be declared PASS and be eligible for Grade in M.M.S. course ( Post Graduate
Programme ) if a learner secures at least 50% marks separately in each head of passing as

mentioned above.


Report Card will contain only Grades and no numerical marks.




7

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At the end of each Semester the Grade card which states the performance of the learner in that
Semester, is prepared and issued to the leaner. The Grade Card will contain the courses
undertaken by the learner, credits of each course, Grade obtained by the learner and SGPA /
CGPA in the format given by the University.


Carry Forward of Marks

In case of a learner who does not fulfill criteria mentioned in section 3.4 and fails in the Internal


Assessment and/or End Semester Examination in one or more courses:


• A learner who PASSES in the Internal Assessment but FAILS in the End Seme ster
Examination of the course shall reappear for the End Semester Examination of that course.
However his/her marks of the Internal Assessment shall be carried over and he/she shall be
entitled for grade obtained by him/her on passing.

• A learner who PASS ES in the End Semester Examination but FAILS in the Internal
Assessment of the course shall reappear for the Internal Assessment of that course.
However his/her marks of the End Semester Examination shall be carried over and he/she
shall be entitled for gr ade obtained by him/her on passing.


Re-examination of Internal Assessment and End Semester Examination


Re-examination for Internal Assessment and End Semester Examination should be
completed, as per the schedule planned by the respective institutes, be fore the commencement of
next semester theory examination.

Example: A learner who is supposed to reappear for Internal Assessment or End Semester
Examination in semester -I course will appear for the re -examination before commencement of
End Semester Exami nation of semester -II. However, if a learner has to appear for the re -
examination for a subject in semester II then the examination should be conducted and the result
should declared by the institute before the examination forms for the semester III are s ent to the
University.




8

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Re-examination of Internal Assessment will be based on single examination having same marks
as of original assessment. A learner who supposed to reappear for Internal Assessment will be
given some work by the concerned teacher . The work assigned can be of the form of a course
project/ assignment problems/ test/ tutorials etc. A learner will do the submission of the assigned
work in the predefined period. Records should be maintained properly for all the re -examinations
as well as Internal Assessments.


Rules for Standard of Passing and Allowed to Keep Terms (ATKT)

1. Under the newly introduced credit based grading system of MMS programme, a learner in
order to pass has to obtain minimum 50% marks in aggregate consisting of minimu m 50%
marks in each set of the examinations separately i.e. internal examination and external
examination, as per the standard of passing.

2. Learner(s), who do not obtain minimum 50% marks in subject(s)/paper(s)/course(s) either in
the internal assessment o r in the external examination or both, shall be declared as “Fail” as
per the standard of passing of examination.

3. A learner failing in not more than two subjects/papers/courses in the Semester I exam shall
be allowed to keep terms in Semester II of the MM S programme.

4. A learner who has failed in more than two subjects/papers/courses in the Semester I exam,
shall not be permitted to proceed to Semester II of his/her first year MMS programme. He/
She will, however, be eligible to re – appear for the subjects in which he /she has failed in the
first semester by re – registering himself/herself in the supplementary examination to be
conducted by the institute.

5. A learner who has passed in both the semester examinations conducted by the institute i.e.:
Semester I and Semester II examinations shall be eligible for admission into Semester III of
the MMS programme.

6. A learner failing in not more than two subjects/papers/courses in the Semester III
examination shall be allowed to keep terms in Semester IV of the MMS programme.

7. A learner, who has failed in more than two subjects/papers/courses in Semester III, shall not
be permitted to proceed to Semester IV of his/her second year MMS programme. He/She
will, however, be eligible to re – appear in the subjects in which he /she has failed in the third
semester by re – registering himself/herself in the supplementary examination to be
conducted by the institute/university or both.

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8. A learner who has passed in all of the semester examinations of MMS i.e Semester I,
Seme ster II, Semester III, Semester IV examinations shall not be allowed to re – register
himself/herself for improvement of his/her semester examination results.

9. A learner who has not appeared in the internal examinations conducted by the institute for
due t o hospitalization shall as a special case be permitted to appear in those
subject(s)/course(s)/paper(s) in the supplementary examination conducted by the institute
after he/she furnishes a valid medical certificate certified by the rank of a civil surgeon or
superintendent of Government hospital to the satisfaction of the Principal/Director of the
institute.


SEMESTER EXAMINATIONS

The MMS degree programme under the new credit based grading system shall be of two years
duration consisting of Four (04) Seme sters. The semester examinations for the Master of
Management Studies will be held at the end of every semester i.e at the end of Semester I, Semester
II, Semester III and Semester IV. The Semester I examination will be held in the Second half of the
acade mic year in which the learner was admitted (i.e November/December), Semester II examination
will be held in the first half of the calendar year (April/May), The Semester III examination will be
held in the Second half of the academic year (i.e November/Dec ember), Semester IV examination
will be held in the first half of the calendar year (April/May) respectively.




























10

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Page 94

MMS in Digital Business Management

UNIVERSITY OF MUMBAI , MUMBAI
MMS in Digital Business Management - Semester I II (CBGS)
with effect from Academic Year 2016 -17

COMMON SUBJECTS
Sr.
No. Teaching Hours Assessment Pattern
No. of
Sessions
of 90
minutes No. of
Sessions of
90 minutes
per week Semester
End
Examination Duration
of
Theory
Paper
Subject Continuous
Assessment Total
Marks No of
Credits


1 International Business 27 2 40 IA 60 IA 100 3hr 4
2 Strategic Management 27 2 40 IA 60 UA 100 3hr 4
3 Enterprise Management Systems 27 2 40 IA 60 IA 100 3hr 4
4 Big Data Business Analytics 27 2 40 IA 60 IA 100 3hr 4
5 Digital Entrepreneurship 27 2 40 IA 60 IA 100 3hr 4
Summer Internship Project 4


ELECTIVE GROUPS 3 ELECT IVES OUT OF 5
FINANCE
1 Accounting for Managerial Decisions 27 2 40 IA 60 IA 100 3hr 4
2 Financial Markets and Institutions 27 2 40 IA 60 IA 100 3hr 4
3 E-Banking Management 27 2 40 IA 60 IA 100 3hr 4
4 Security Analysis and Portfolio Manageme nt 27 2 40 IA 60 IA 100 3hr 4
5 Derivatives and Risk Management 27 2 40 IA 60 IA 100 3hr 4
MARKETING
1. Digital Marketing 27 2 40 IA 60 IA 100 3hr 4
2. Sales Management 27 2 40 IA 60 IA 100 3hr 4
3. Marketing Strategy 27 2 40 IA 60 IA 100 3hr 4
4. Product and Brand Management 27 2 40 IA 60 IA 100 3hr 4
5. Services Marketing 27 2 40 IA 60 IA 100 3hr 4

Page 95

MMS in Digital Business Management


HUMAN RESOURCE MANAGEMENT
1 Training and Development 27 2 40 IA 60 IA 100 3hr 4
2 Compensation and Benefits 27 2 40 IA 60 IA 100 3hr 4
3 Competency Based HRM and Performance
Management 27 2 40 IA 60 IA 100 3hr 4
4 Labour Laws and Implications on Industrial
Relations 27 2 40 IA 60 IA 100 3hr 4
5 Human Resource Planning and Application
of Technology in HR 27 2 40 IA 60 IA 100 3hr 4
INFORMATION SYSTEMS
MANAGEMENT
1 Information System Security and Audit 27 2 40 IA 60 IA 100 3hr 4
2 Knowledge Management 27 2 40 IA 60 IA 100 3hr 4
3 Software Engineering 27 2 40 IA 60 IA 100 3hr 4
4 Cloud Computing & Virtualization 27 2 40 IA 60 IA 100 3hr 4
5 Data Mining and Business Intelligence 27 2 40 IA 60 IA 100 3hr 4
OPERATIONS MANAGEMENT
1 Operations Analytics 27 2 40 IA 60 IA 100 3hr 4
2 Service Operations Management 27 2 40 IA 60 IA 100 3hr 4
3 Manufacturing Resource Pla nning and Control 27 2 40 IA 60 IA 100 3hr 4
4 Materials Management 27 2 40 IA 60 IA 100 3hr 4
5 Technology Management and Manufacturing
Strategy 27 2 40 IA 60 IA 100 3hr 4

Total Credits 36

UA: University Assessment IA: Internal Assessment

Page 96

MMS in Digital Business Management


UNIVERSITY OF MUMBAI , MUMBAI
MMS in Digital Business Management – Semester IV (CBGS)
with effect from Academic Year 2016 -17

COMMON SUBJECTS
Sr.
No. Teaching Hours Assessment Pattern
No. of
Sessions
of 90
minutes No. of
Sessions of
90 minutes
per week Semester
End
Examination Duration
of
Theory
Paper
Subject Continuous
Assessment Total
Marks No of
Credits


1 Digital Transformation Management 27 2 40 IA 60 UA 100 3hr 4
2. Final Project [3nos] 300 Marks 12
General Management
Digital Business Manag ement
Elective Group

ELECTIVE GROUPS 1 ELECTIVES OUT OF 3
FINANCE
1 Corporate valuation and Mergers &Acquisitions 27 2 40 IA 60 IA 100 3hr 4
2 Wealth Management 27 2 40 IA 60 IA 100 3hr 4
3. International Finance 27 2 40 IA 60 IA 100 3hr 4
MARKETING
1 Digital Consum er and Digital Branding 27 2 40 IA 60 IA 100 3hr 4
2. Business to Business Marketing 27 2 40 IA 60 IA 100 3hr 4
3. Consumer Behaviour 27 2 40 IA 60 IA 100 3hr 4
HUMAN RESOURCE MANAGEMENT
1 OD and Change Management 27 2 40 IA 60 IA 100 3hr 4
2 Strategic HRM with Global Perspective 27 2 40 IA 60 IA 100 3hr 4
3 Organization Structure, Theory & Design 27 2 40 IA 60 IA 100 3hr 4

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MMS in Digital Business Management

INFORMATION SYSTEMS
1 Internet of Things 27 2 40 IA 60 IA 100 3hr 4
2 Strategic Information Tec hnology Management 27 2 40 IA 60 IA 100 3hr 4
3 Managing Technology Business &
IT Resource Management 27 2 40 IA 60 IA 100 3hr 4
OPERATIONS
1 Total Quality Management 27 2 40 IA 60 IA 100 3hr 4
2 International Logistics 27 2 40 IA 60 IA 100 3hr 4
3 Strategic Sourcing in Supply Management 27 2 40 IA 60 IA 100 3hr 4

Total Credits 20



UA: University Assessment IA: Internal Assessment

Page 98

MMS in Digital Business Management

COMMON SUBJECT

Semester : III-Core
Title of the Subject / course : International Business
Course Code :
Credits : 4 Duration : 40

Learning Objectives
1. To develop a deep understanding of International Management
2. To develop the analytical ability of the student to attain an insight into International
Management contexts

Prerequisites if any Business Management
Connection with subjects in the Internation al Marketing
current or future courses Strategic Management

Module
Sr. Content Activity Learning Outcome
No.
1. Introduction Lecture Understanding the scope of
 Objective international business
 Scope
 Perlmutter‟s EPRG M odel
2. Country Analysis http://atlas.cid.h Evaluating country attractiveness,
 PESTEL analysis arvard.edu impact on business models
 The Atlas of Economic Activity on
Complexity PESTEL of
 Porters Diamond emerging
 Country Ris k analysis markets
Lecture
3. Cross Cultural Management Case/ lecture Understanding cultural
 Hofstede‟s Cultural differences and Impact on
Dimension business operations  CAGE Framework Pankaj
Ghemawat 
 Culture and Leader
Effectivene ss: The
GLOBE Study

4. Mode of Entry Case / lecture Optimal way to enter a market  Market/Country Entry
Strategic Alliances/ - JV /
M&A

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MMS in Digital Business Management

Sr. Content Activity Learning Outcome
No.
5. Investment Decisions Case / lecture International finance decisions
 Drivers of FDI – Special and impact on operations
emphasis on emerging
markets
 Offshore Banking
 Forex Management –
ADR -GDR‟s - EU bonds
6. WTO Regional Trade Case / lecture Basics of WTO from the
Agreements perspective of a business manager
 Building Blocks of WTO
 Major agreements of WTO
7 Managing of Multinationals Cases / Multinational and subsidiary
 Organization Structure Lectures/Assign development and management.
-Matrix ment Impact of I -R model on
-Geographic subsidiary management.
-Product
 International HRM
-Expatriate Management
-Staffing of Subsidiaries
 Integration Response
Models
-Types of subsidiaries
-Control of subsidiaries
 Global manufacturing and
supply chain
- Optimizing of Supply
chain
- Offshoring V/S
Outsourcing

Text Books
1) International Business - Mike W. Peng; Kla us E. Meyer - Cengage Learning
2) International Business Environment, The: Text and Cases - J Stewart Black ; Anant K
Sundaram – Prentice Hall India
3) International Business –Charles W L Hill - McGraw Hill

Reference Books
1. International Management - Arvind V Pathak - TMH
2. The Cultural Dimension of International Business – Gary P Ferraro – Pearson
3. Multinational Management – John B. Cullen _ Thomson
4. International Business: Challenges and Choices - Alan Sitkin, Nick Bowen – Oxford
Press

Assessment

Internal 40%
Semester -end 60%

Page 100

MMS in Digital Business Management


Semester : III-Core
Title of the Subject / course : Strategic Management
Course Code :
Credits : 4 Duration : 40
Learning Objective

1 To appreciate the role of Strategic thinking in changing business environment
2 To understand the process of Strategy Formulation, Implementation & Evaluation
3 Focus on application & decision making

Prerequisites if any
Students to refresh themselves on critical The subject provides knowledge about
concepts and models in the areas of wrt HR, corporate level strategies with cross
Marketing, Finance, Operations functional perspective. Hence basic
orientation of all relevant business disciplines
is appreciated
Module

Sr. Content Activity Learning outcomes No

1 Introduction to Strategic Management Lecture and Familiarization with
and schools of Strategic formulation Case terminolog ies and processes of
and implementation & evaluation discussion Strategic Management
2 Globalization, addressing a VUCA Lecture and Understanding of Strategic
environment with a bottoms – up Case Management so as to enable
approach (Vol atile, Uncertain, discussion the students shoulder
Complex and Ambiguous time) responsibilities in the ever
changing global arena
3 PESTEL & SWOT as tools for Lecture and Environmental scanning and
strategic formulation Case appreciation of external
discussion business environment for
effective strategy formulation
4 BCG matrix / GE matrix, 7S Lecture and SBU portfolio management
McKinsey models as tools for Case and strategic coheren ce
strategic formulation discussion
5 Ansoff matrix, Grand strategy as tools Lecture and Acquaintance with tools of
for strategic formulation Case strategic fit
discussion
6 Porter‟s Generic strategies and Value Lecture and Understanding industry
chain Case analysis and sustainable
discussion competitive advantage
7 Internal Competences & Resources Lecture and Leveraging Sustainable unique
Core, Distinctive, Strategic & Case advantage w ith path
Threshold Competence, Competence discussion dependence
vs Capability, Resource Analysis ,
Value Chain Analysis, Strategic
Outsourcing
Core competence and synergy,

Page 101

MMS in Digital Business Management

Sr.
Content Activity Learning outcomes No
Distinctive competencies, VRIO
Analysis
8 Red – Blue - Purple Ocean strategy Lecture and Identifying strategic gaps in
Case the market and filling them
discussion with unique advantage
9 Competing in Global Market s: Lecture and Understanding organizational
Differences in Cultural, Demographic Case growth options, strategizing
and Markets, Multi Country and discussion and implementing them
Global competition concepts, Strategy
Options
Competing in Emer ging Markets

10 Mergers and Acquisitions, Strategic Lecture and Understanding non - financial
alliance & Joint Ventures, Vertical Case perspective and strategic
Integration, Offensive , Defensive discussion parameters in the globalized
Strateg ies, World
11 Strategy Evaluation and Control Lecture and Understanding of evaluation
Types of Control, Evaluation & Case and control processes to ensure
Control Criteria Pre & Post discussion effective implementation
Implementation
12 Change ma nagement and Turn – Lecture and Multi directional, innovative
around strategies Case ways of business growth,
discussion aligning organizational forces
to achieve desired objectives
13 Case studies & presentation

Texts Books
1. Pierce & Robins on, “Strategic Management: Formulation, Implementation & Control”,
9th Ed, Tata McGraw – Hill, N. Delhi
2. David Fred R, “Strategic Management: Concepts & Cases”, 10th Ed, Pearson – Prentice
Hall, N. Delhi
3. Thomson, Strickland, Gamble & Jain, “Crafting & Executing Strategy”, 14th Ed, Tata
McGraw – Hill, N.Delhi
4. Hit, Ireland, Hoskisson & Manikutty, “Strategic Management: A South – Asian
Perspective”, 9th Ed, Cengage Learning, Delhi

Reference Books:
1. Pierce & Robinson, “Strategic Management: For mulation, Implementation & Control”,
9th Ed, Tata McGraw – Hill, N. Delhi
2. David Fred R, “Strategic Management: Concepts & Cases”, 10th Ed, Pearson – Prentice
Hall, N. Delhi
3. Cherunilam Francis, “Strategic Management: A Book on Business Policy & Corporate
Planning”, Himalaya Publishing House, Mumbai, 2008
4. Johnson & Scholes, “Explaining Corporate Strategy”, 6th Ed, Pearson Education, Delhi

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Semester III-Core
Title of the
subject/course Enterprise Management Systems
Course Cod e
Credits 4 Duration in Hrs 40
Learning Objectives
To learn ERP systems in structure, modules, benefits, implementation and post implementation issues
through real life cases
Prerequisites if any
Connections with
Subjects in the current
or Future courses Knowledge of the subject included in II semester Electives - Digital
perspective for managers
Module
SL.
No. Content Activity Learning Outcomes

1. Introduction Lecture Overview of enterprise systems –Features of ERP (Basic
and Advanced) , Need of ERP, Advantages of ERP,
Growth of ERP Evolution - Risks and benefits - Issues to
be consider in planning design and implementation of
cross functional integrated ERP systems - Return on
Investment
2. Enterprise
Management
Systems Lecture The Components – what is an Enterprise and its
dynamics – how does it work. What subsystems are
required to make it responsive and successful? How
does ITplay a part? Understanding Business IT.
3. Applications
areas of an
Enterprise viz.
ERP Lecture Applications areas of an Enterprise viz. ERP, across
various industry verticals and businesses such as
BFSI, Retail, Telecom, Healthcare, across
manufacturing and/or Marketing organizations,
Government bodies etc...
4. Enterprise
Content
Management Lecture Role of content manage ment – New Organization
and Startup the challenges and Role of IT and
systems Building Cashless and Process oriented
Organizations
5. Enterprise
Portals Lecture
caselets Enterprise Portals – Concept of an enterprise portal,
benefits to an organization, Tech nologies available
for building such portals
6. Enterprise
Application
Integration Lecture
cases Challenges in integrating various enterprise
applications. Modern technologies for application
integration.
7. Appl ication
Areas of ERP in
SCM,& CRM Lecture
cases Supply Chain Management(SCM) – Need for Supply
chain integration, Application overview of supply
chain solution, advanced SCM and ERP Integration
8. SCM,CRM and
ERP combined
with E -enabled
organizations Case Studies and Presentations – Case study to co ver
full enterprise layer with SCM, CRM and ERP
combined with E -enabled organisation

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Reference and Text books
1. Integrated Business Processes with Enterprise Systems by SimhaMagal published by
Wiley
2. Enterprise Systems for Management by LuvaiMotiwall a published by Pearson
3. ERP Demystified: Alexis Leon, TMH New Delhi ,2nd Ed.
4. ERP Ware: ERP Implementation Framework : V.K. Garg &N.K. Venkita Krishnan, PHI.
5. ERP Concepts & Planning : V.K. Garg &N.K. Venkita Krishna, PHI, 2nd Ed.
6. David L Olso n, Managerial issues of ERP systems, Tata McGraw Hill
7. Work Study by ILO


Assessment
Internal 40%
Semester end 60%

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Semester III-Core
Course Name Big Data and Business Analytics
Course Code For office use
Credits 4
Duration 40 hrs
Learning Objectives
1 To understand the introduction to Database Management Systems and its applications
2 To understand the Introduction to Big Data and Business Analytics and its
applications
3 To understand the Business Analytics Cycle Intr oduction, Analytical Tools &
Methods
4 To understand Data Mining & decision Making concepts, Predictive Analysis,
Forecasting Optimization, Simulation, and Business Metrics tc.
5. To understand the Data Driven Prediction Methods NLP, Regression, Correlat ion,
Cluster Analysis, Artificial Neural Networks, BI Tools & Applications
Prerequisites if any Basic understanding of operations,
framework
Connections with
Subjects in the current or Future courses Will connect conceptual framework to
BigData and business Analytics.
Module
Sr.
No. Content Activity Learning
outcomes
1. Introduction to DBMS -Meaning and
purpose of database system, File system
view of data, relational databases, database
architecture, transaction management Theory and Lab
sessions
2. Data Models -The importance of data
models, Basic building blocks, Business
rules, The evolution of data models
Hierarchical, Network, Relational,
Entity -relationship model
Entity -Relationship model : entity and entity
sets, relationship, constraints , E-R diagrams,
issues with E -R diagrams Theory and Lab
sessions
3. DBMS Basics - DBMS three level, Basic
concepts : data, information, metadata,
definition of DBMS, entities, attributes
,relationships, Data dependency Keys :
Super key, Candidate key, Prima ry key,
Alternate key, Foreign key Integrity
Constraints: Entity Integrity, Referential
Integrity
Advantages and disadvantages of DBMS
Client/Server Architecture : two and three
tier architecture
Relational Database Model
Database languages and SQL Theory and Lab
sessions

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4. Introduction to Data Analytics Need for
Business Intelligence Data Management,
Data Visualization, Data Warehousing, ETL
Data Processing Chain From Business
Intelligence to Business Analytics Lecture
5. Business Analytics Cycle Introd uction,
Analytical Tools & Methods, Integration
Social Analytics, Operational Analytics Big
Data Analytics, Hadoop, Informatics,
Cognos etc. Business application of big data
analytics
Lecture & cases
6. Data Mining & decision Making Predictive
Analysis Fo recasting Optimization
Simulation Gamification.
Lecture
7. Business Metrics in Action Data science in
Startups Basics of Problem -Solving Design
Patterns in Statistical Computing Excel for
Data Science. Lecture and cases
8. Data Driven Prediction Methods NLP,
Regression, Correlation, Cluster Analysis,
Artificial Neural Networks, BI Tools
&Applications. Lecture and cases


Text & Reference books
1. A Silberschatz, H Korth, S Sudarshan, “ Database System and Concepts ”, fifth Edition
McGraw -Hill ,
2. Rob, Coron el, “Database Systems ”, Seventh Edition , Cengage Learning .
3. Introduction to database systems C.J.Date, Pearson.
4. Principles of Database Management James Martin, PHI.
5. Fundamentals of Database Systems Elmasri Navathe, Pearson,5th ed.
6. Business Analytics: Da ta Analysis and Decision Making by S. Christian Albright
7. Big Data: Using Smart Big Data, Analytics and Metrics to Make Better Decisions and
Improve Performance by Bernard Marr
8. Big Data Big Analytics: Emerging Business Intelligence and Analytic Trends f or
Today's Businesses by Michael Minelli
9. Big Data Big Analytics: Emerging Business Intelligence and Analytic Trends for Today's
Businesses by Michael Minelli
10. Work Study by ILO
11. Business Analytics: Data Analysis and Decision Making by S. Christian
Albrigh t
12. Big Data: Using Smart Big Data, Analytics and Metrics to Make Better Decisions and
Improve Performance by Bernard Marr
Assessment Internal -40%
Semester end 6 0%

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Semester : IIICore
Title of the Subject / Course : Digital Entrepreneurship
Course Code :
Credits : 4 Duration in Hrs. : 40
Learning Objectives
Present the performance of the enabling factors, a degree of digitalization of enterprises
Promote the awareness campaign on Digital Entrepreneurship and Digital transformation manag ement
Prerequisites if any Digital perspective for managers
Connections with
Subjects in the current
or Future courses
Module
Sr.
No. Content Activity Learning outcomes
1. The Digital
Economy Theory
Lecture The new world order , The new eco nomy
A new enterprise , Themes for the new economy
2. Technological
Ecosystems and
Digital
Workplaces Theory
Lecture Digital ecosystem , Vertical and horizontal value chains
Human –Machine interface , Definition and design of
digital workplaces
3. Digita l Enterprise Theory
Lecture Business impact of digital technologies such as mobile,
IOT, BYOM, Cloud computing and Big Data Analysis -
Opportunities and challenges in different sectors
Smart home, smart city, smart retail . Supply chain and e -
commerce Embe dded digital payments ,Crowd sourcing,
Smart electric cars
4. Digital Business
Models Theory
Lecture Digital retail business model
Digital financial service business model
Digital hospitality business model
Digital health business model
Digital Governm ent and cities
5. Monetizing the
Digital Enterprise Theory
Lecture Operating model practices
Mechanisms for scaling digital enterprise
Building innovative mechanisms in digital enterprise
Mechanisms for monetization and digital enterprise pay
back
6. Digital
Transformation Theory
Cases What is Digital Transformation, How digital
transformation can generate competitive advantage for
firms , Concept of Digital Maturity and Digital Life cycle
Reference and Text Books
1. Essentials of Entrepreneurship and Small Business Management
Thomas W. Zimmerer St. Leo University Norman M. Scarborough Presbyterian College with
Doug Wilson University of Oregon
2. Digital rights management: implications for libraries DM Davis, T Lafferty - The bottom
line, 2002
3. Don Tapscot,(1995),The Digital Economy, Mc Graw - Hill Publication
4. Mark Skilton, (2015), Building the Digital Enterprise, Palgrave Macmillan.

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MMS in Digital Business Management

5. Software development in startup companies: A systematic mapping study” N Paternoster, C
Giardino, M Unterkalmsteiner… - bth.se

Assessment
Internal 40%
Semester end 60%

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MMS in Digital Business Management














FINANCE ELECTIVES
SEMESTER III
w.e.f. 2016 -17

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Semester III-Elective[Finance]
Title of the
subject/course Accounting for Managerial Decisions
Course Code
Credits 4 Duration in Hrs 40
Learning Objectives
To underst and the basic cost concepts and techniques of analyzing cost to have better management
control and decision making
To understand the advanced tools used in financial statement analysis and financial reporting.
Students should learn to do in -depth analysis of the performance of a company

Prerequisites if any
Connections with
Subjects in the current
or Future courses This subject would provide basic understanding of cost and cost
accounting which would help students in some of the advance subjects in
in finance disciplines.
Module
SL.
No. Content Activity Learning Outcomes
1. Introduction to Cost and
Management Accounting
Theoretical
discussion Understanding the concepts related to
Financial, Cost and
Management Accounting
Role of Cost in decision makin g
Analysis and classification of cost
2. Preparation of Cost sheet and
Elements of cost - Materials,
Labour and Overheads
Allocation and apportionment of
overheads Discussion
and
Exercises Understanding the difference between direct
and indirect cost as we ll as apportionment
and allocation of cost
Preparation of cost sheet

3. Introduction to different costing
techniques;
Methods of costing – with
special reference to job
costing, process costing,
services costing Theoretical
discussion Understanding the c omputation
methods of cost under various
costing methods
4. Marginal Costing and Cost -
Volume -Profit
Analysis, Marginal costing
versus absorption
costing, Computation of
breakeven point, margin
of safety and P/V Ratio
Differential Costing and
Incremental Cos ting Theoretical
discussion
and
problem
solving Ability to make decisions using
marginal cost concept and
calculate BEP and Margin of
safety
5. Budgeting and Budgetary
Control Discussion
and Ability to prepare various types of
budgets and analyze the functional

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MMS in Digital Business Management

Concept of budget, budgeting
and budgetary
control, Types of budget exercises as well as the master budgets
6. Understanding of different
concepts in Costing: - Standard
Costing and Variance Analysis,
Responsibility Accounting and
Transfer Pricing, Act ivity Based
Costing and Activity Based
Management, Target Costing,
Lifecycle Costing,
environmental Costing, Service
Costing Theoretical
Discussion Understanding of the different concepts in
Costing
7. Economy -Industry -Company
Analysis
Top-down and bottom up
approach
Different macro -economic
variable
Inflation rate
Interest rates
Commodities exchange rates
and their
impact on equity markets Theoretical
discussion Understanding the macro factors
affecting company‟s performance
8. Cash Flow Analysis
Measurin g operating / financing
and investing cash flows
Cash flows and life cycle state
of a company
Cash flows and financial
flexibility
(linkages to dividend policy and
over retention of profits) Theoretical
discussion
and
problem
solving Ability to measure the financial health
of a company using cash flow analysis
9. Assessing Business Performance
Operational efficiency ratios
(gross profit, net profit margins
and various turnover ratios)
Liquidity rations – current ratio,
acid test ratio
Profitability ratios, v aluation
ratios
EPS/ROE/ROCE/Total
shareholder returns, linkages
between ROE & ROCE &
optimal capital structure and
determinants of PE multiple,
price to book value,
EV/EBDITA multiple. EVA,
MVA Theoretical
discussion
and
problem
solving Ability to measure the financial health
of a company using on ratio analysis
10. Free Cash flows to Equity / Firm
Capitalization leasing expense Theoretical
discussion Understanding the mechanism of
calculating cash flow and sp ecific ratios

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and R&D expenditure, correct
treatment for amortization
expense and deferred
taxes
Measuring correct ROE & ROC
after adjusting for inter-
corporate investments.
Implication of the above
mentioned adjustments on
fundamental valuations /
company and PE or Price / Book
Value or
EBDITA multiple and
exercises after considering some special items in
financial statements
11. Forecasting FCFE / FCFF and
Security Valuation Problem
solving and
Discussion Ability to calculate the intrinsic value of
the firm using FCFF and FCFE models

Text Books
1 Cost A ccounting for Managerial Emphasis – Horngren, Datar, Foster
2 Management Accounting – Robert Kaplan, Anthony A. Atkinson
3 Cost and Management Accounting – Ravi. M. Kishore
4 Principles of Corporate Finance – Myers and Brealey
5 Financial Management – M. Y . Khan and P. K. Jain
6 Financial Management – Prasanna Chandra

Reference Books
1 Management Accounting for profit control – I. W. Keller, W. L. Ferrara
2 Accounting & Finance for Managers – T P Ghosh
3 Management Accounting – Paresh Shah – Oxford Public ations
4 Cost Accounting – Jawaharlal and SeemaSrivastava
5 Management and Cost Accounting – Colin Drury
6 Fundamentals of Financial Management – James Van Horne
7 Financial Management and Policy Managerial Finance – E. F. Brigham & J. F. Houston
Assessmen t
Internal 40%
Semester end 60%

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MMS in Digital Business Management


Semester : III- Elective[Finance]
Title of the Subject / course : Financial Markets and Institutions
Course Code :
Credits : 4 Duration : 40
Learning Objectives
1. To understand different components of the In dian Financial System and their functions.
2. To comprehend various products issued through different financial institutions in the primary
and secondary market
3. To understand the fixed income market, the different instruments and concepts related to it.
4. To un derstand the regulations and its framework involved in financial system
Prerequisites if any Financial Management
Connections with
Subjects in the current
or Future courses International Business, Derivatives and Risk Management
Module
SL.
No. Content Activity Learning Outcomes
1. Overview of Indian
Financial System Theoretical
discussion Understanding Indian F inancial System
2. Stock Exchanges of the
Country -Primary
Markets and Secondary
Markets Theoretical
discussion SE functioning and various produ cts issued by
different financial institu tions in primary market
Products involved in domestic and foreign
markets, institutions involved, stock and other
exchanges, clearing house mechanisms and
clearing corporation, broking houses and portfolio
managemen t services.
3. Derivatives Theoretical
discussion Products forwards, futures, options and swaps, Exotic
options, Financial Market activities -hedging and
Arbitrage
4. Intermediaries Theoretical
discussion Mutual funds, insurance firms and hedge funds,
comme rcial banks and investment banks
5. Fixed Income
Securities
Problem
solving and
Discussion Bond Characteristics, bond types, coupon types,
computation of different yields and bond price,
relationship between, yield and price, floaters and
inverse floaters
Spot rates and forward rates, zero coupon yield curve,
theories of term structure of interest rates.
Fixed income risk measures -duration, modified
duration, convexity and price value of basis point
6. Foreign Exchange
Markets Theoret ical
Discussions Gener al understanding of currency markets and its role
in the financial system
7. Regulators of
Financial System in Need and Significance of IFS regulations, Role of RBI -
Credit control measures, qualitative and quantitative
credit control and regulatory measures taken by RBI to

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Text Books
1 Bharati V. Pathak, The Indian Financial System -Markets, Insti tutions and Services.
2 Mishkin and Eakins, Financial Markets and Institutions.
3 L M Bhole and Jitendra Mahakud, Financial Markets & Institutions.
4 Siddharth Shankar Shah , Indian Financial System and Markets.
5 Shashi K. Gupta and Nisha Aggarwal , Financial Ser vices
6 Guruswamy , Merchant Banking and Financial Services.
Reference Book
1 Fabozzi, The Handbook of Fixed Income Securities.
2. Anthony Saunders, Financial Markets and Institutions
3. Meir Kohn, Financial Institutions and Markets
4. Madura , Financi al Institutions & Markets
5. Seth, P.R Kulkarni, Justice A.B , Banking Regulation Act (Commentary
6. Guide to FEMA with Ready Reckoner and RBI Circulars .Ramamurthy RBI Act
7. Ritika Garg and Bharat Agarwal ,Guide to Prevention of Money Laundering Act with Rules
and Notifications
Assessment
Internal 40%
Semest
er end 60%



India facilitate financial inclusion

Issue of Capital and Disclosure Regulations[2009]
SEBI [Prohibition to Fraudulent and Unfair Trade
Practices Related to Securities Market]Regulations 2003
SEBI Subst antial Acquisition and Takeover
Regulations[2011]
Mutual Fund –SEBI [Mutual Funds] Regulations 1996
SEBI [ Credit Rating Agencies Regulation ]1999
Anti Money Laund ering, Listing and delisting of
securities
FDI Policy -SEBI [Foreign Portfolio Investors
Regulations]2014, SEBI[ Alternate Inves tment Fund
Regulations]2012

IRDA -Role and Functions
FEMA 1999 Objectives , Definitions, current
account and capital account transactions,
establishment of branch, office etc in India,
realization and repatriation of foreign exchange,
authorized pers on,
penalties and enforcement, foreign
contribution (Regulation)Act, 2010.

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Semester III Elective[Finance]
Course Name E-Banking Management
Course Code For office use
Credits 4
Duration 40
Learning Objectives

1 To make the students con versant with e -banking products in terms of delivery, security
and control with reference to India
Prerequisites if any Knowledge of e -commerce

Module
Sr.No. Contents Activity Learning Outcome
1 Introduction to E -Banking
Theoretical
Discussion Impact of Information Technology on
Banking -Changing Financial
Environment and IT as a strategic
response Hardware and
Software.
2 Applications in Banking
Theoretical
Discussion Centralized Banking System/Core
Banking System / System
Administration, Dat abase Administration,
Application Server and
Application Administration, Network
Administration, Domains, Data
Downloads/Uploads, Band widths, Data
Centre, Data Storage Devices, Data
Backups/ Restoration;
3 Delivery Channels
Theoretical
Discussion ATM , EFTPOS, Phone Banking, Internet
Banking, SMS Banking, Mobile
Banking, Credit/Debit Cards, Smart
Cards, E -Commerce -Secure
Electronic Transfer(SET), Payment
Gateways (Credit card/Debit cards),
Authentication of payments, etc.
4. Security, Controls and
Guidelines -
Theoretical
Discussion Threats to Information System: i)Physical
(Insiders/outsiders) ii) Viruses, Worms,
Trojan horse, Malwares, Software bombs,
Phishing, Spoofing, Spamming, denial of
service attacks, etc., Information System
Security Measu res, policy, controls
5. Managerial Perspective
Theoretical
Discussion Management challenges, Treading the
Organizational Maze, Managing
Relationship with Customers, Managing,
External Relationships Marketing and
Sales, and Regulation management.
Human Involvement -Information System
as Social Systems, Scoping E -Banking
Management -The critical Assessment of

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System Boundaries
Knowledge Management for E -Banking -
Introduction, Meaning, Philosophies and
theoretical roots, Applying KM to e -
Banking, A critical Systems framework
for KM in e -business and Future of KM
and e -Banking
6. Basel guidelines Theoretical
Discussion for E -Banking, various RBI Committee
Reports on Information systems
7 Case studies Compulsory
Reference Books
1 Banking with Technology , Uppal RK, New Century Publications, New Delhi
2 Information System for Modern Management Murdick RG, Ross JHE and
Clagget JR Prentice Hall of India, New Delhi
Text Books
1 Internet Banking and
Shopping G.Chapman
2 E-Banking and
emerging
multidisci plinary
processes Mohommad Ali Sarlak

3 Indian Banking -
Nature and Problems, Vasantha Desai, Himalaya Publishing
Assessment
Internal 40%
Semester end 60%
Termwork
Assignments on Articles from
 Reserve Bank Bulletins
 Economic Times and Business Standard
 Journal of Banking and Finance International Journal of Banking, account and Finance

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MMS in Digital Business Management

Semester : III-Electives [Finance]
Title of the Subject / course : Security Analysis and Portfolio Management
Course Code :
Credits : 4 Duration : 40

Learning Objective

1 To understand the factors affecting the prices of different assets and to create an
optimum portfolio based on given risk conditions.
2 To understand the need for continuous evaluation and review of the portfolio with
different techniques.
3 To learn technical analysis to predict price movements based on indicators and
forecasting techniques.

Prerequisites if any This subject requires basic knowledge of Financial
management, financial markets an d institutions.
Connections with
Subjects in the current or
Future courses Corporate valuation.

Sr.
No. Content Activity Learning
Outcomes
1 Introduction to securities Lecture and
classroom
discussion Understanding the basics of
Securities
2 Securitie s - Risk and return analysis
Types of securities, probability v/s
Absolute loss in Risk management,
volatility in prices, statistical tools for risk
calculation. Lecture and
exercises Understand the risk return
Analysis
3 Efficient Market Hypoth esis
Random walk theory, significance, usage. Lecture and
exercises Ability to calculate prices
using EMH
4 Equity research and valuation
Sources of financial information, industry
analysis, company analysis, valuation
ofequity shares. Lecture and
problem
solving Ability to carry on company
analysis and valuation of
equity shares
6 Fixed income security analysis
Systematic and unsystematic risk,
warrants and convertibles, bond valuation Understand the fixed income
Securities
7 Indexing and Be nchmarking
Creation of an index, adjusting for
corporate adjustments in The index,
tracking an index. Lecture and
problem
solving Ability of creating and
tracking index

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8 Technical analysis
Dow theory, types of charts. Japa nese
candle stick patterns, chart patterns,
technical indicators Theory and
Problem
Solving Ability to carry on Technical
Analysis
9. Capital market theories
Capital asset pricing model, portfolio risk
and return. Theory and
Problem
Solvin g Ability to apply capital market
Theories
10. Factor models and arbitrage pricing
theory
Factor based valuation models, Risk free
arbitrage. Theory and
Problem
Solving Understanding and apply
factor models and APT
11 Investment decision theory
Timing, allocation, buy, hold, sell, short Problem
Solving Understanding applying
Investment Decision Theory
12 Portfolio theory
Construction and analysis, portfolio
optimization, portfolio management
strategies, portfolio performance
measurement. Class room
discussion Understanding applying
Portfolio theory

Text Books

1 Prasanna Chandra , Security Analysis and Portfolio Management.
2 Donald E Fischer, Roland J Jordan, Security Anal ysis and Portfolio Management.
Reference Books

1 Steven Achelis , Technical Analysis.
2 John Murphy , Technical Analysis of Financial Markets.
Assessment

Internal 40%
Semester -end 60%

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MMS in Digital Business Management

Semester : III Electives [Finance]
Title of the Subject / : Derivatives and Risk Management
Course
Course Code :
Credits : 4 Duration in Hrs. : 40
Learning Objectives
1. To understand the concepts related to derivatives markets and gain in dep th knowledge
of functioning of derivatives markets.
2. To learn the derivatives pricing and application of strategies for financial risk
management.
3. To acquaint learners with the trading, clearing and settlement mechanism in derivatives
market s.
Prerequisites if any Financial management, mathematics and statistics.
Connection with subjects in SAPM, Corporat e valuation
the current or Future courses

Sr. Content Activity Learning outcomes
No
1 Introduction to Derivatives Classroom Understanding the basics of
Economic functions of derivatives, discussion derivatives markets
application of derivatives – for risk
management and speculation (Leveraging),
basic terms and properties of options,
futures and for wards.
2 Forwards and Futures Classroom Understanding the process
Pricing and valuation - futures and discussion of pricing and valuation of
forwards, Risk management using futures, and forwards and futures
introduction to currencies, commo dity and problem
interest rate futures. solving
3 Mechanics and Properties of Options Classroom Understanding mechanics of
Co-relation with underlying assets, discussion options and creating
boundary conditions for options, Put -call and synthe tic options
parity and its interpretation, synthetic problem
options and risk free arbitrage. solving
4 Option Trading Strategies Classroom To understand pay off of
Directional strategies (Bull call spread, discussion/ each strategy
Bear pu t spread, Ladder, Ratio spreads), problem
Non-directional strategy (butterfly, solving/dra
condor), Volatility based strategies wing graph
(Straddle, Strangle, Calendar Spread), and live
Hedging strategies (Protective put, covered trading
call).

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MMS in Digital Business Management

5 Introduction to Options Valuation Classroom Valuations of options and
Binominal Model for valuation, risk discussion creating scenario analysis
neutral probabilities and their and using Excel
interpretation, binomial model‟s problem
application for American options where the solving
underlying pays the dividend, Black and
Scholes Model, log – normal distribution,
interpreting the B & S formula, seeing
options sensitivity to different variable.

6 Risk Manageme nt Classroom Understanding risk
Options sensitivity to the underlying, discussion assessment methods and
volatility, strike price, interest rate, time to Options Greeks
expiration. Scenario analysis. Risk
management using Greeks - Delta, Theta,
Vega and Gamma risks of options,
understanding options Greeks for various
trading strategies (volatility and directional
spreads), delta / dynamic hedging and
relating the cost of Delta.
9 Options Volatility Classroom Understanding vo latility and
Historical and implied volatility, volatility discussion its relation to demand and
smile, term structure of volatility, some and supply of options
advance models of volatility estimation, problem
value at risk, historical simulation, model solving
building approach, stress testing and back
testing.
10 Trading, Clearing and Settlement in Classroom Understanding the process
Derivatives Markets discussion of trading, clearing and
Meaning and concept, SEBI guidelines, Settlement
Trading mechanism, learning mechanism -
role of NSCCL, settlement mechanism,
types of settlement, accounting and
taxation aspect of derivatives trade.
Text Books

1 Redhead Keith, Financial Derivatives - An introduction to futures, f orwards, options
and swaps
2 Yadav Surendra S, Jain PK, Foreign exchange markets: understanding derivatives
and other instruments
3 Hull John C. - Options, Futures and other derivatives
Reference Books

1 Bhaskar P Vijaya, Mahapatra B - Derivatives simplified: An introduction to risk
management
2 Bhalla V K - Financial derivatives (risk management)

Assessment
Internal 40%
Semester -end 60%

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MMS in Digital Business Management




MARKETING ELECTIVES
SEMESTER III
w.e.f. 2016 -17

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Semest er : III-Elective
Title of the Subject / course : Digital Marketing
Course Code :
Credits : 4 Duration : 40
Learning Objectives:
1. To understand the new media, Different types, their strengths and the way
customer interacts with new / digital media.
2. To develop the skills to strategize and execute campaigns on new / digital media

Prerequisites if any
Connections with Subjects
in the current or Future
courses

Module
No Content Activity* Learning Outcomes
Introduction to digital market ing – To understand the growing
1 types of digital media, industry Lecture, importance of digital media
trends, Indian media spends, industry reports in comparison with
comparison with traditional media traditional media
Customer consumption trend s of
2 digital media Lecture/ Case To understand how
Role of digital media in consumer Study consumers interact with
decision making process digital media and use the
Behavioural and Contextual same for marketing strategies
targeting
Searc h Engine Optimization (SEO) Lecture, Case Familiarizing the students
3 Need for SEO Study and with techniques of SEO and
Strategies Practical metrics important for a
Method demonstration website through Google
Integration with Google of creating SEO Analytics
Analytics, analysis of Friendly
content.
reports and metrics

4 Search Engine Marketing (SEM) Lecture & Appreciate the search engine
Importance and need Practical advertising and learn to make
Campaign strategy demonstration strategies for effective
Identifying keywords and of AdWords campaign. Understand the
their configurations Campaign various metrics important for
Creating AdWords SEM campaign
campaigns
Assess campaign using
AdWords analytics reports
5 Social Media Marketing Lecture & To be able to build brand
Introduction & comparison Practical preference, generate leads
of various Social Media demonstration and aggregate audience on
(including subscriber base, of Campaign on Social Media and increase
features, popularity etc.) Facebook / audience engagement.
LinkedIn / Understanding Social media

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Social Media Marketing Twitter / analytics and make relevant
strategies – with examples/ Instagram / strategies
cases Snapchat etc.
 Content Strategy for various
social media
Creating Campaign on
Social media (Facebook)
Assessment of campaign
using Facebook analytics
Display advertising To be able to use display
6 Video advertising - types and their Lecture/ Case advertisement, blogs and
effectiveness Study/ Videos YouTube in overall
Blog marketing marketing strategy
7 Pricing Models Lecture/ Case Students will understand the
 Cost per Click (CPC) Study different pricing options, and
Cost per thousand their use in given scenario
Impression (CPM)
 Cost per acquisition (CPA)
 Relevance of each in
different situations
 Prevention of click frauds
8 Email Marketing Lecture/ Case To deliver relevant
Trends, types, Challenges Study marketing communication to
Planning & designing targeted audience in most
campaign creative way. Apply learnt
 Assess effectiveness of the skills n effectively building
campaign using various users list, deliver email and
metrics generate relevant clicks
9 Mobile Marketing Lecture/ Case Strategizing marketing
 Market size, growth etc. Study/ Videos through smart devices. Learn
Applications app- based marketing, QR
Coupons codes, Location based
Gamification Marketing, SMS marketing
Mob ile wallets and effective use of mobile
QR codes wallet ecosystem

USSD
SMS
10 E-commerce Lecture/ Case
Understand trends and Study/ Videos
profile of e -commerce
players
 Use of e -tailers for
promotion and d istribution
of brands
 Strategies used by E -
commerce players

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*Activity: Teaching -Learning process may combine the use of role plays, audio -visual
films/aids, and management exercises with individual student, and or in team considerin g
appropriate cases or case -lets in the field of business domain wherever applicable.

Recommended Books
1 The Art of Digital Marketing – Ian Dodson – Wiley Publication
2 Digital Marketing – Vandana Ahuja – Oxford Publication
3 Understanding Digital Mark eting: Marketing Strategies for Engaging the Digital
Generation – Damian Ryan – Kogan Page
4 Digital Marketing: Strategy, Implementation & Practice – Dave Chaffey & Fiona
Ellis-Chadwick
5 Convert! Designing Websites For traffics and Conversions – Ben Hunt
6 The Social Media Bible: Tactics, Tools & Strategies for Business Success – Lon Safko
7 Global Content Marketing – Pam Didne
8 The Power of Visual Storytelling – Ekaterina walter
9 Digital Marketing – Dr. Hari Krishna Maram
Assessment

Internal 40%
Semester -end 60%

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Semester : III Elective [Marketing]
Title of the Subject / course : Sales Management
Course Code :
Credits : 4 Duration : 40
Learning Objectives
1. To understand function of sales and its importance
2. To comprehend the ar t of managing the sales force
3. To motivate and manage sales force effectively
4. To develop critical thinking skills and situational leaderships
5. To learn the art of solving problems related to sales process on the field

Prerequisites if any
Connections with Subjects in
the current or Future courses
Module

No Content Activity* Learning Outcomes
1 Introduction to sales organisation Lecture Familiarising the student with
and types of sales force. and discussion the sales management
Importance of s ales management function
in any business organisation.
2 Sales Organisation Structures, Lecture/ Case Deeper understanding about
both B2B, B2C Study sales organisations across
sectors.
3 Selling skills; Negotiation skills Role play / The stude nts will develop an
for services sales as against observation and appreciation of negotiations &
physical good sales, Sales dyads , debriefing by sales of services and physical
Decision Making Units (DMUs), faculty bringing Goods
conceptual clarit y.
4 Sales process – sales approach, Lecture Familiarising the students
demonstration & closure, And role play, with techniques of sales
Personal selling, Applications of debriefing by process
AIDA Model in sales. faculty bringing
conceptual cl arity.
5 Territory and time management, Lecture/ Role Identify right attitude and
route planning, scheduling Play, debriefing by skills for sales force.
customer visits. faculty bringing Developing an understanding
Manpower planning - conceptual cla rity. of Territory Management.
Recruitment, Selection, Training
and development of sales
personnel.
6 Planning & forecasting Lecture
and discussion with
use of templates, Also
supported by guest
faculty from industry Learn tools & techniques t o
set sales targets.
techniques such as Moving Averages,
Trend Analysis etc. And target
setting[Sales Budget and quota
setting] using software support or
Excel

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7 Sales Administration -Devising Lecture/ Case The student will learn how to
sales compensation, incentives, Study / Role play motivated sales team and how
fixed and variable components of compensation is linked to
compensation, Non –monetary sales force performance and
incentives. Performance retention. To develop an
evalua tion of salesmen, setting understanding of the Art of
standards of performance, positive evaluation
recording actual performance,
evaluation and managing sales
meetings
8 Sales force management during Lecture/ Case Developing skills to
different phases which includes Study / referrals to effectively manage sales
motivation during bad times research papers. force.
(positive reinforcement), planning
sales contests.
9 Field sales control - Sales Lecture / Understanding the
repor ting system which includes Discussion/ Field relationships between the
weekly, monthly, quarterly trip present sales & future plans of
reports and interpretation of the the organisation as well as an
data for future action plans, sales appreciation of costs.
analysis and marketing cost
analysis, sales audit, managing
outstanding.
10 Importance of Distribution and Lecture and Learning to calculate delivery
Logistics Management in relation Discussion schedules.
to Sales Management,
Understanding lead time and
delivery schedule etc.

*Activity: Teaching -Learning process may combine the use of role plays, audio -visual films/aids, and
management exercises with individual student, and or in team considering appropriate cases or case-
lets in the field of business domain wherever applicable.
Recommended Books

1 Sales Management, Still, Cundiff & Govani, Prentice Hall India
2 Professional Sales Management, Anderson, Hair & Bush , Tata McGraw Hill
3 Management of sales force, Stant on & Spiro Mc Graw Hill International
4 Sales Management , Futrell 6th edition Thomson South western
5 Sales and Distribution Management , S L Gupta, Excel Books India
6 Text Book on Sales Management , Dr. R.K. Srivastava, Excel Books India
Assessment

Internal 40%
Semester -end 60%

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MMS in Digital Business Management

Semester : III Elective Marketing
Title of the Subject / course : Marketing Strategy
Course Code :
Credits : 4 Duration : 40
Learning Objectives
1. To understand and predict changes in the macroeconomic environm ent and its impact on
marketing programmes
2. To develop an ability to respond rapidly to changes driven by consumer behaviours / new
technologies etc.

Prerequisites if any
Connections with
Subjects in the
current or Future
courses
Module

No Content Activity* Learning Outcomes
1. Introduction to Marketing strategy - Concept, Lecture Understanding the
Principles, Understanding of Strategy & basics of Marketing
Tactics strategy and tactics
2 New Product Development process Lecture / Case To Understand the
• SWOT analysis, PARTS framework studies / strategic aspects of
and design of the demand landscape discussion New Product
• Commercialization of innovation Development &
through alliances Commercialization
• Challenges durin g the technology
adoption life cycle
3 Marketing Intelligence Case studies To understand and
• Understanding information needs for discussions , apply various
market Research Videos (TED matrices to evaluate
• Assessment of key marketing met rics Talks),Referra marketing
– Return on Marketing Investment; ls to Research programmes
Market share and payback period; papers
Net Promoter score; Customer
satisfaction and share of wallet;
Brand awareness/ preference;
purchase intentions; Average Unit
retail price, percentage sales on deals;
All commodity volume; Inventory
turns, same store sales,
Cannibalization
3. Product and Brand Policy
 Product Policy Decisions -Line and Mix
decisions
 Managing across t he PLC from Pre -launch
pruning and withdrawal from the market
 Lead users and role in product design
 Brand Culture -Aligning with
Organizational Culture Lecture/Cases
/Simulations Understanding issues in
formulating products and
brand policies
4 Pricing Policy Lecture/Cases To understand levers

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MMS in Digital Business Management

• Pricing strategies – Types of pricing to manage prices.
strategies: Cost -plus, Perceived
value, etc.
• Price band – Types and width of
price bands and its management
• Using promotio ns as a lever to
manage the price band
5 Marketing Plan Cases and Formulating a
• Situation Analysis – 5C‟s analysis Field Marketing Plan.
(customer/competitor/collaborator/co Assignments
mpany/context);
• Forecasting societal changes based on
PEST analysis
• Preparing and Presenting the
Marketing plan
6 Channel Policy Lectures/Case Understanding the
• Designing the length, breadth, and s/Games issues in the design
modifying the dimensions of the (Beer Games) and m anagement of
channel channels
• Need for control and availability of
resources and role in channel design
• Channel selection strategy – direct,
corporate, contractual systems
• Omni -channels
• Channel conflicts and resolution

*Activity: Teaching -Learning process may combine the use of role plays, audio -visual films/aids, and
management exercises with individual student, and or in team considering appropriate cases or case -
lets in the field of business domain wherever applica ble.

Recommended Books
1 Marketing Strategy, Walker Mullins Boyd & Larreche, Tata McGraw -Hill
2 Marketing Strategy, Luck & Ferrell, Southwestern
3 Marketing Strategy, Stephen Schnaars, Free Press
4 Marketing Metrics, Reibstein , Farris , Bendle, Pfeife r, Pearson
5 Strategic Marketing, Dr.Shahjahan
6 New Product Policy & Plans , Yoram Wind
7 Lead Users, Eric Von Hippel
Assessment

Internal 40%
Semester -end 60%

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MMS in Digital Business Management

Semester : III Elective [Marketing]
Title of the Subject / course : Product and Bra nd Management
Course Code :
Credits : 4 Duration : 40

Learning Objectives
1. To expose and sensitize the students with the practices of product and brand management.
2. To understand the key issues in Product and Brand Management

Prerequisites if a ny
Connections with
Subjects in the
current or Future
courses
Module
Sr.
No Content Activity* Learning
Outcomes
1 Introduction to Product
Management, Role and Functions of Product
Managers Lecture
and discussion Understanding the
functions of Product
Management
2 Product Mix and SBU Strategies, Portfolio
analysis ( BCG / GE Multifactor Matrix) Lecture Understanding the portfolio
analysis and tools.
3 Product Decisions over
the PLC Lecture/Case
Study
discussion Understanding the
relationship between
Prod uct strategy and PLC
4 New Product
Development Process Lecture/Project
-
Assignment/
Case study
discussion Understanding NPD
process
5 Financial Decision on the
PLC using Polly and Cook Model Lecture Understanding the
Financial Implications across
PLC
6 Introduction to Brand
Management - Branded
House Vs House of Brands, Corporate Brand. Lecture/Case
study
and discussion. Understanding the
fundamentals of
Brand Management
7 Brand prism by Kapferer
Model, Brand Anatomy. Lecture/ Case
Study Understanding B rand
development process
8 Branding Decisions - Line Extensions,
Category Extension Lecture/ Case
Study
and discussion Understanding
Branding Decisions
9 Brand Equity – Concept
and measure Lecture Understanding
Brand Equity and its
measure