KLEF CENTRE FOR DISTANCE & ONLINE EDUCATION

MBA PROGRAM STRUCTURE& SYLLABUS

(DATA SCIENCE)

S.No Semester Course Name L T P S CR

SEMESTER I
1 23MB10D1O Essentials of Management 3 0 0 0 3
2 23MB51C0O Quantitative Methods 3 0 0 0 3
3 23MB51C2O Business Economics 3 0 0 0 3
4 23MB51C3O Financial & Management Accounting 2 1 0 0 3
5 23MB10D5O Business Research Methods 3 0 0 0 3
6 23MB10D6O Introduction to Python Programming 2 0 2 0 3
SEMESTER II
Foundation in Data Base Management
23MB20D1O 3 0 0 0 3
7 Systems
8 23MB20D2O Management Science 3 0 0 0 3
9 23MB52C3O Human Resource Management 3 0 0 0 3
10 23MB20D4O Data Visualization using Tableau 2 0 2 0 3
11 23MB20D5O Excel for Data Science 2 0 2 0 3
12 23MB51C4O Marketing Management 3 0 0 0 3
13 23MB20D7O PrOect Work 2 0 12 0 8
SEMESTER III
14 23MB30D1O Prescriptive Analytics 3 0 2 0 4
15 23MB30D2O Time-Series Analysis 3 0 2 0 4
16 23MB30D3O Machine Learning Using Python 3 0 2 0 4
17 23MB30D4O Elective I* - Marketing Analytics –I 3 0 2 0 4
18 23MB30D5O Elective I – Financial Analytics –I 3 0 2 0 4
19 23MB30D6O Elective I – People Analytics –I 3 0 2 0 4
20 23MB30D7O Elective I – Supply Chain Analytics -I 3 0 2 0 4
21 23MB30D8O Internship – I 0 0 28 0 14
SEMESTER IV
22 23MB40D1O Natural Language Processing -NLP 3 0 2 0 4
23 23MB40D2O Big Data Analysis 3 0 2 0 4
24 23MB40D3O Deep Learning Using Python 3 0 2 0 4
25 23MB40D4O Elective I* - Marketing Analytics –II 3 0 2 0 4
26 23MB40D5O Elective I – Financial Analytics –II 3 0 2 0 4
27 23MB40D6O Elective I – People Analytics –II 3 0 2 0 4
28 23MB40D7O Elective I – Supply Chain Analytics -II 3 0 2 0 4
29 23MB40D8O Internship** - II 0 0 28 0 14
SEMESTER I
1. 23MB10D1O Essentials of Management
Course Code 23MB10D1O

L-T-P-S 3-0-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Apply the functions of Management to real-time scenarios 1 3

2 Apply the Planning function for business scenarios 5 3

3 Apply organizing & Staffing functions to corporates 5 3

4 Apply controlling to corporates to know its significance 5 3

Introduction to the functions of Management and exploring their role in

the corporate world.
SYLLABUS
. Introduction: - Concept of Management, Scope, Functions and Principles of Management,
Evolution of Management thought. 2. Planning: - The Process of Planning, Objectives, Policy
and Procedures, Forecasting and Decision Making. 3. Organizing: - Meaning, Importance and
Principles, Span of Management, Centralization and Decentralization, Patterns of
Organization, Line and Staff Relationships. 4. Staffing: - Nature & Scope of Staffing,
Manpower Planning, Selection & Training, Performance Appraisal. 5. Controlling: - Concept
or Managerial Control, Control aids, Score Responsibilities of Managers

RECOMMENDED TEXTBOOK:
 Essentials of Management- by Koontz & O’Donald
REFERENCE BOOKS
 Management & Organizations Behaviour — by Paul Hersey & Ken Blanchard
 Principal and Practice of Management- by L.M. Prasad
 Human Behavior at Work — by Kaith Devis
 Organizational Behavior — by Robbins
2. 23MB51C0O - Quantitative Methods
Course Code 23MB51C0O

L-T-P-S 3-0-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course outcomes (CO) with program outcomes (PO):

CO#. Course Outcome PO BTL

Identify the source of a quantifiable problem, recognize the issues

Co1 1 3
involved and produce an appropriate action plan.
Translate a problem into a simple mathematical model to allow
CO2 1 3
easier understanding and to aid problem solving
CO3 Employ R Programming software to solve problems 1 3
Calculate and interpret numerous statistical values and appreciate
CO4 6 3
their value to the business Manager.
SYLLABUS
Probability and Sampling: Definitions and rules for probability, conditional probability independence of
events, Bayes’ theorem, and random variables. Probability distributions: Binomial, Poisson and Normal
distributions. Introduction to R Programming. Sampling: Introduction to sampling, Basic Concepts, Types of
Sampling. Sampling distributions, sampling distribution of mean and proportion, application of Central Limit
Theorem. Determining the sample size. Estimation: Point and Interval estimates for population parameters
of large sample and small samples. Hypothesis testing: one simple and two sample tests for means and
proportions of large samples (z-test), one sample and two sample tests for means of small samples (t-lest),F-
test for two sample standard deviations. ANOVA one and two way.Chi-square test for single sample standard
deviation.Chi-square tests for independence of attributes and goodness of fit. Sign test and Rank Test.
Correlation and Regression: Meaning, Types of Correlation, measurement: graphic and algebraic, Scatter Plot,
Pearson Correlation Coefficient, Rank Correlation: Spearman’s Rank Correlation. Testing the significance of
correlation coefficient. Regression: Meaning, Types. Estimating the regression coefficients. Testing the
significance of regression coefficientsIndex Numbers and Time Series Analysis: Time series analysis: Meaning
and Components of Time Series. Variations in time series, Smoothing Methods: trend analysis, cyclical
variations, seasonal variations and irregular variations. Index Numbers: Unweight and Weighted Index
numbers.
RECOMMENDED TEXTBOOK(S):
1. Levin R.I. and Rubin D.S., Statistics for Management. 8thedn.Pearson Education..
2. Amir D Aczel and jayavel Sounder Pandian: Complete Business Statistic, 7e , McGraw Hill
REFERENCE BOOKS:
1. Anderson, Sweeny, Williams: Statistics for Business and Economics, 9e
2. Venables, W.N ; Introduction to R Programming, CRAN
3. 23MB51C2O – Business Economics
Course Code 23MB51C2O
L-T-P-S 3-0-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course outcomes (CO) with program outcomes (PO):

CO No Course Outcome PO BTL

1 Apply the intuition for analyzing economic problems from a 3,4 3

Managerial perspective in an organizational &business context.
use the basic tools that structure the microeconomic problems
for optimal decision making.
2 Analyze the theory of demand, forecast and estimation of demand 3 4
for managerial decision-making.
3 Analyze different types of competition that existing external 4 4
Environment.
4 Analyze the Macro Economic Environment of the Organization 4 4

Syllabus
Introduction: Economics and managerial decision making; Managerial Economics, nature and scope of
Managerial Economics; Tools of Managerial Economics; Risk, Uncertainty and Probability Analysis.
Optimization techniques: Firm Theory: Objectives of the firm; Theory of the growth of the firm : Marris and
Penrose; Role of a Managerial Economist. Demand and Advertisement Analysis: Concept of demand;
Determinants of demand, Law of Demand; Elasticity of demand; Demand estimation and demand forecasting,
Demand forecasting for consumer durables and capital goods. Techniques of demand forecasting.
Advertising– Contribution of Economic Theory: Methods of determining Total advertising budget; Cyclical
Fluctuations of Advertising, Measuring the Economic Effects of Advertising. Production and Cost Analysis:
Production functions, Long Run and Short Run Production Functions, The Cobb- Douglas Production function,
Optimum input combination; Cost concepts, Short- run and Long- run cost functions, Cost curves, Economies
of Scale; Introduction to pricing and pricing practices. Market analysis: Markets, Kinds of Competition;
Features of different types of market structures, Price & Output determination under Perfect competition,
Monopoly, Monopolistic competition, Oligopoly; Monopoly Policy –MRTP,Macro economic concepts:
National Income, Measurement of National Income, Uses of National Income Statistics; Business Cycles,
Stages of business cycles; Inflation, Types of Inflation, Impact of inflation, Measures to over come Inflation.
Textbooks:
1. Dominick Salvatore, Managerial Economics, Oxford publications, 2007.
Reference Books
1. H.L.Ahuja, Managerial Economics, McGraw Hill, 2008.
2. Paul G.Keat, Philip K.Y.Young and Sreejata Banerjee, Managerial Economics, Pearson education, 2009.
3. P.L. Mehta, Managerial Economics, S.Chand& Sons, New Delhi, 2007.
4. D.N. Dwivedi ,Managerial Economics, Vikas Publications, New Delhi-2007.
5. G.S.Gupta, Macro Economics – Theory and Applications, The McGraw – Hill Companies, 2008
4: 23MB51C3O – Financial and Management Accounting

Course Code 23MB51C3O

L-T-P-S 2-1-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 To understand the accounting process in business. 1 2

2 To gain a knowledge on application of concepts and 6
2
principles in preparing
3 To evaluate the tactical decisions of middle level managers 1
5
relating to cost and management accounting
4 To analyze the financial statements and evaluate the 6
4
decisions for better investment.
Financial accounting, journal, ledger, ratio analysis, formats, marginal costing.

SYLLABUS
Financial Accounting: Accounting: Book keeping – Users of Accounting information – Classification
of Accounting – Accounting concepts and conventions – Accounting standards and GAAP – Double
entry system – Journal – Ledger. Trial Balance – Subsidiary Books – Cash Book. Trading and Profit &
Loss Account - Balance Sheet with Adjustments (Problems) - Methods of Depreciation.- Ratio Analysis
(problems); Issue of shares (entries) Companies Financial Accounts as per schedule 6 part I & Part II.
Formats: Banking Accounts , Insurance Accounts and Electricity Accounts. Marginal Costing
(Problems) – Break-even Analysis (Problems).

RECOMMENDED TEXTBOOK(S):

1. Libby, Financial Accounting, 6e Tata McGraw Hill, Delhi.

REFERENCE BOOKS

Horngren,HarrisonJr.Oliver, “Financial & Management Accounting by PHI

1. Colin Drury,”Cost& Management Accounting “ by Cengage Publishing

2. Horngren,HarrisonJr.Oliver, “Financial & Management Accounting by PHI
3. S N Maheshwari, “Accounting for Management”, Vikas Publishing House, 2009
5. 23MB10D5O – Business Research Methods
Course Code 23MB10D5O
L-T-P-S 3-0-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

Apply Research Process to Business problems

1 1 3
Apply scaling techniques in developing a questionnaire
2 5 3
Analyze the data using Exploratory Data Analysis Tools -EDA
3 7 4

4 Analyze organizational data using software packages like R 7 4

Introduction to scientific Research, Thinking like a Researcher,

Scaling of attitudes, Types of data, introduction to SPSS & R,
Descriptive data analysis, report writing.

SYLLABUS
Introduction to Scientific Research: Science and Scientific Research –History of
Scientific Research- Types of Scientific Research – Research process – Defining
Research Problem and Development of Research Hypothesis –Review of Literature: role
and methods- Research design – Types – Ethical issues in Social Research. Thinking
like a Researcher: Unit of study-Study population- Concepts and Variables; Propositions,
Hypotheses and Theories-Levels of measurement of variables: Scaling of attitudes.
Reliability and validity of scales. Data Collection, Processing and Analysis: Plan for data
collection; Census Vs Sampling- SamplingDesign -Sample size determination; Types of
data; Primary Vs Secondary Data – Primary Data: media used to communicate with
respondents: Questionnaire, Interviews, Observation-Selection of an appropriate survey
research design – Data Processing Editing, Coding, Classification and Tabulation of
data- Introduction to SPSS& R. Explorative Data analysis: Graphs and Diagrammatic
presentation of data :Descriptive data analysis: Univariate and Bivariate Data Analysis-
Confirmative Data Analysis – Stating hypothesis and hypothesis testing Report Writing:
steps in report writing, Mechanics of report writing, precautions in research reporting.
RECOMMENDED TEXTBOOK:
 William G. Zikmund : Business Research Methods, 8 th edition,
2010,CengageLearning.

REFERENCE BOOKS
1..Alan Bryman and Emma Bell : ‘Business Research Methods, Third Edition, 2011, OUP.

2.Donald R. Cooper, Pamela S. Schindler: Business Research Methods, 8/e, TMH, 2009.

3.C.R Kothari: Research Methodology: Methods & Techniques, 2/e, Vishwa Prakashan,

2009. 4.Moser and Kalton : Survey Methods in Social Investigation, Second edition,

ELBS. 5.Gaur: Statistical Methods for Practice and Research, Sage Publication,2009.

6. Dipak Kumar.Bhattacharya: Research Methodology, Excel Books, 2009)

7. R for Every one–Advanced Analytics and Graphics by Jared P. Lander, Pearson Edu. , 2015.

6: 23MB10D6O Introduction to Python Programming

Course Code 23MB10D6O
L-T-P-S 2-0-2-0
Credits 3
Contact Hours 5
Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Apply the basics of python on simple datasets 1 3

2 Apply the operators and develop simple functions in python 1 3
3 Apply Numpy Arrays for data for Indexing and Slicing 5 3
Apply advanced packages to understand their usage on data in
4 5 4
analysis and visualization.
Analyze the business data to understand the application of python
5 7 4
packages.
Introduction to python programming, travelling through NumPy, Pandas and Matplotlib
along with seaborn to understand the strength of python in data science.

SYLLABUS
Introduction to python programming: Need for programming, Programming
languages, History of python, Python Installation, Interactive modes, keywords, variables,
Identifiers, data types –Numbers, sequences, Sets, Mappings and None, mutable vs
Immutable data types, Operators in Python - Arithmetic, Assignment, Relational,
Logical, Identity and Membership Operators, Expressions, Precedence of operators in
python, Type Conversion – Implicit and Explicit, Functions in Python, Simple Programs
on If, If -else, Nested If and for loops. Introduction to NumPy: NumPy Array,
Operations on Arrays, Indexing and Slicing; Introduction to Pandas: Series and Data
frames – simple examples; Introduction to Data visualization: Matplotlib – Usage of
Pyplot, Pyplot functions with examples and Seaborn with simple examples.

RECOMMENDED TEXTBOOK:
 Python for Everybody by Charles R Severance, 2016
 Data Analysis from Scratch with Python by Peters Morgan, AI Sciences LLC, 2016

REFERENCE BOOKS
Fundamentals of python by Kenneth A lambert, 2014, Cengage Learning PTR.
Fundamentals of Python Programming by Richard L Halterman, 2019
Python 3.7.0 Tutorial by Guido Van Rossum
Python 3 Tutorial by tutorialspoint.com
 SEMESTER II
1. 23MB20D1O – Foundation in Data Base Management Systems

Course Code 23MB20D1O

L-T-P-S 3-0-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Syllabus:

CO1: DBMS: Introduction to Database Management System, DBMS Architecture, Advantages, Data
Models: Entity-Relational Model, Relational Model, Keys-Primary, Secondary super key, Foreign Key,
composite key, natural key, artificial key, candidate key;

CO2: Normalization and its forms- Anomalies-Insert, delete, update; Dependencies- Functional,
Transitive, Multi-valued and Partial Dependency, Normal Forms-1NF,2NF,3NF,3.5NF,4NF,5NF,6NF.

CO3: SQL : Introduction, Data Types, Operators, Expressions, Data Definition Language(DDL)-
CREATE,INSERT, Data Manipulation Language (DML) – ALTER (Modify, Rename, drop),UPDATE,
DELETE, Data Query language(DQL)- SELECT, Data Control language(DCL)-GRANT, REVOKE, Arithmetic
Operations in SQL, Other commands -JOINS,ORDER BY,GROUP BY; Introduction to PL/SQL ,No SQL,
PostgreSql.

CO4: Manipulations on Database: Installing XAMPP server, loading python (Jupyter), Connecting
database thru python, Performing SQL commands using python. Basic Understanding programs in
PL/SQL.

Text Books:

Fundamentals of Database Systems,6th Edition by Elmasri and Navathe.

Learning SQL, Second Edition, by Alan Beaulieu,2009, Published by O’Reilly Media, Inc.

Python Data Science Handbook, by Jake VanderPlas, Published in 2017.

Python3 from tutorial point.

2. 23MB20D2O –Management Science

Course Code 23MB20D2O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Syllabus:

CO1
Introduction to Management Science. Problem Solving and Decision-Making, Quantitative Analysis,
Models of Cost, Revenue and Profit, A simple Maximization Problem, Graphical Solution, Extreme
Points and the Optimal Solution, A simple Minimization Problem, Sensitivity Analysis, Integer Linear
Programming.

CO2

Distribution and Network Models, Transportation Models, Assignment Models, Minimum Cost
Network Flow Models, Shortest Path Models, Nonlinear Optimisation Models, Basic Ideas of
Nonlinear Optimization, Pricing Models, Advertising Response and Selection Models, A Production
Application, Facility Location Models, Markowitz Portfolio Optimization Models.

CO3

Inventory Models, Economic Order Quantity Model, Economic Production Lot Size Model, Single-
Period Inventory Model with Probabilistic Demand, Order-Quantity, Reorder Point Model with
Probabilistic Demand. PrOect Scheduling: PERT/CPM, PrOect Scheduling with Known Activity Times
PrOect Scheduling with Unknown Activity Times Time-Cost Trade-Offs.

CO4

Simulation Modelling, Real Applications of Simulation, Probability Distributions for Input Variables,
The Effects of Input Distributions on Results, Operations Models, Financial Models, Simulating Games
of Chance, Decision Trees, and Dynamic Programming.

RECOMMENDED TEXTBOOK(S):
1. An Introduction to Management Science, 13th Edition, South-Western (August 18, 2010), by
Anderson, Sweeney, Williams, Camm and Martin; (ISBN-13: 978-1-4390-4327-1; ISBN-10: 1-4390-
4327-2).
2. Introduction to Management Science, Bernard W. Taylor III, Edn.11, 2013

REFERENCE BOOKS:

1. Aryasri: Management Science, McGraw Hill, 2012

2. Hamdy A. Taha- Operations Research- An Introduction; Eighth edition, Pearson Education
3. Dipak Kumar Bhattacharyya, Production and Operations Management, Universities Press, 2012
4. Balakrishnan, Render, and Stair- Managerial Decision Modelling with Spreadsheets; Pearson
Education

3. 23MB52C3O – Human Resource Management

Course Code 23MB52C3O

L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Integrated perspective on role of HRM in modern business 3 2

2 Competency to recruit, train, and appraise the 5
3
performance of employees
3 Rational design of compensation and salary administration 3,5
3
and ability to handle employee issues
4 Ability to understand and interpret emerging trends in HR 5 3
Introduction, manpower planning, HR process, Recruitment and selection, governance,
Grievance, trade unionism, trends in HRM.
 SYLLABUS
Introduction: Importance and Functions, Scope of HRM, Human Resource Management in a changing
environment; Manpower Planning: Manpower planning process, Job Description and Job specification,
Job analysis and Job design; Techniques of Job design. Manpower Planning: Manpower planning
process, Job Description and Job specification, Job analysis and Job design; Techniques of Job
design.HR Processes: Employee Selection and Development - Recruitment, Selection and Induction,
Training and Development, Performance Appraisal. Compensation Planning- Employee Compensation,
Job evaluation, Employee Benefits and Welfare,Compensation and Salary Administration. Governance:
Integration and Separation- Employee Discipline, Suspension, Dismissal and Retrenchment; Employee
Grievance Handling, Trade Unionism, Collective Bargaining, Industrial Democracy.New Trends in
HRM: HRM in India, HRM in International Firms, talent management, HR Accounting, HR Audit,
HRIS

RECOMMENDED TEXTBOOK(S):

Dessler, Human Resource Management, Pearson Education, Eleventh edition, New Delhi, 2011.

REFERENCE BOOKS
1. Raymond Andrew Noe, John R. Hollenbeck, Barry Gerhart, Patrick M Wright, Human Resource
Management, 8th Ed., The McGraw Hill Pub, 2012
Louis &Gomitz Mejia et. al: Managing Human Resources, 7th Ed., Pearson Education, 2011.

4. 23MB20D4O – Data Visualisation using Tableau

Course Code 23MB20D4O

L-T-P-S 2-0-2-0
Credits 3
Contact Hours 5
Pre requisite IPP & DVT

Syllabus:

CO1: Data Visualization Using Tableau: Significance of Tableau, Advantages of Tableau over R and
Excel, Components and Applications, Installation and Usage, File and Data types, show me button
(Brain of Tableau), Simple calculations.

CO2: Data Sorting –Introduction, Types of Sorting- Manual Sorting and Computer Sorting; Filters:
Types of filters; Data Sources: Extracting data, Editing data, Joining and Blending; Data Worksheets:
Add, Rename, Save and Delete;

CO3: Chart types: Text table, Heat Map, Symbol vs Filled Map, Types of Bar chart, Area chart, Circle
View, scatter plot, Gantt chart, Bullet graph; Managing Dashboards.
CO4: Data Visualization Applications: Advanced techniques in Data Visualization: Advanced Data
Visualization, Advantages Competitive tools to Tableau, Exercise on Real-time Examples.

Text Books:

• Practical Tableau by Ryan Sleeper, published by O’Reilly in 2018

• Tableau Dashboard Cook Book by Jen Stirrup, by PACKT Publishing in 2014

• Story telling with data by Cole Nussbaumer Knaflicin, Wiley, 2020.

* Data Visualization using Tableau, Tutorial Point.

5. 23MB20D5O – Excel for Data Science

Course Code 23MB20D5O

L-T-P-S 2-0-2-0
Credits 3
Contact Hours 5
Pre requisite -
Syllabus:

CO1: Introduction to Data Analysis, Data Analyst vs Data Science, Working with range names, Tables,
cleaning data with text values and data values

CO2: Sorting-names, dates or times, rows or columns, filtering-selected values, text, date, numbers,
subtotals with ranges, Vlookup and Hlookup

CO3: Quick analysis-sums, totals, average, count, pivot tables and analysis, Inferential statistics

CO4: Data visualization- charts and graphs, Financial Analysis -Capital budgeting, Working with
multiple sheets.

Textbooks:

Data Analysis and Business Modelling by Wayne L. Winston, PHI Learning Ltd., 2010

Reference Books:

Data Analysis using Excel from tutorial point

Excel data analysis -Modelling and Simulation by Hector Guerrero

6. 23MB51C4O – Marketing Management

Course Code 23MB51C4O

 L-T-P 3-0-0

Credits 3

Contact Hours 3

Pre requisite Nil

Mapping of Course Outcomes with PO/PSO :

CO#. Course Outcome PO BTL

1 Explain the key terms, definitions, and concepts used in the study PO1
of Marketing Management and understand the changing 2
Marketing Environment
2 Apply the knowledge of marketing concepts to strategize the PO1,PO2
3
marketing program regarding product and pricing
3 Apply the knowledge of marketing concepts to strategize the PO1,PO2
3
marketing program regarding promotion and distribution
4 Understand the need for ethics in marketing and the importance PO6
2
of social and green marketing

Overview of marketing, buyer behavior, marketing mix, pricing decisions, branding, distribution
decisions, digital marketing.

SYLLABUS

Overview of Marketing: Core concepts of Marketing; Marketing Orientations & Philosophies;

Marketing Environment; Buyer Behavior; Marketing Planning Process; Consumer value and
satisfaction; Identification and Analysis of Competitors. Market Segmentation, Targeting and
Positioning strategies; Marketing Mix; The product; New Product Development; Product Life Cycle;
Product Mix decisions; Branding; Packaging and Labeling. Pricing Decisions; Factors influencing Price
– five “C”s; Pricing Techniques, Tactics &Strategies; Distribution Decisions; Channel alternatives;
Choice of Channel; Channel Management, Channel Dynamics, Managing promotion Mix; Advertising,
Personal selling, Sales Promotion and publicity, Integrated Marketing Communication Marketing
Control techniques; Marketing Audit; Social Marketing; Green Marketing; Web Marketing, Digital
Marketing, Viral Marketing, Neuroscience Marketing.

RECOMMENDED TEXTBOOK(S):

1. Philip Kotler - Principles of Marketing – 15th Edition, 2014, Prentice Hall, New Delhi.

REFERENCE BOOKS

1.V. S. Ramaswamy and S. Namakumari- 3rded.Marketing Management, Prentice Hall, New

Delhi.
2. Kotler and Keller, Marketing Management, 13th Edition, PHI New Delhi

3. Etzel, walker, Stanton and Pandit, Marketing: Concepts and Cases, TMH – New Delhi

4. Philip Kotler & Gary Armstrong - Marketing Management, Prentice Hall

5. Case Studies in Marketing - Indian context - R. Srinivas, TMH, New Delhi

6. Marketing Management – Rajan Saxena, TMH, New Delhi