301– Strategic Management

1. Understanding Strategy: Concept of strategy, Levels of Strategy - Corporate, Business and Functional. Strategic
Management - Meaning and Characteristics. Distinction between strategy and tactics, Strategic Management
Process, Stakeholders in business, Roles of stakeholder in strategic management. Strategic Intent – Meaning,
Hierarchy, Attributes, Concept of Vision & Mission - Process of envisioning, Difference between vision &
mission. Characteristics of good mission statements. Business definition using Abell’s three dimensions.
Objectives and goals, Linking objectives to mission & vision. Critical success factors (CSF), Key Performance
Indicators (KPI), Key Result Areas (KRA). Components of a strategic plan, Analyzing Company’s External
Environment: Environmental appraisal, Scenario planning – Preparing an Environmental Threat and
Opportunity Profile (ETOP). Analyzing Industry Environment: Industry Analysis - Porter’s Five Forces Model of
competition, Entry & Exit Barriers. (7+2)

2. Analyzing Company’s Internal Environment: Resource based view of a firm. Analyzing Company’s Resources
and Competitive Position - meaning, types & sources of competitive advantage, competitive parity &
competitive disadvantage. VRIO Framework, Core Competence, characteristics of core competencies,
Distinctive competitiveness. Benchmarking as a method of comparative analysis. Value Chain Analysis Using
Porter’s Model: primary & secondary activities. Organizational Capability Profile: Strategic Advantage Profile,
Concepts of stretch, leverage & fit, ways of resource leveraging – concentrating, accumulating,
complementing, conserving, recovering. Portfolio Analysis: Business Portfolio Analysis – BCG Matrix – GE 9 Cell
Model. (7+2)

3. Generic Competitive Strategies: Meaning of generic competitive strategies, Low cost, Differentiation, Focus –
when to use which strategy. Grand Strategies: Stability, Growth (Diversification Strategies, Vertical Integration
Strategies, Mergers, Acquisition & Takeover Strategies, Strategic Alliances & Collaborative Partnerships),
Retrenchment – Turnaround, Divestment, Liquidation, Outsourcing Strategies. (7+2)

4. Strategy Implementation: Barriers to implementation of strategy, Mintzberg’s 5 Ps – Deliberate & Emergent

Strategies. Mc Kinsey’s 7s Framework. Organization Structures for Strategy Implementation: entrepreneurial,
functional, divisional, SBU, Matrix, Network structures, Cellular/ Modular organization, matching structure to
strategy, organizational design for stable Vs. turbulent environment, Business Continuity Planning. Changing
Structures & Processes: Reengineering & strategy implementation – Principles of Reengineering. Strategy
Evaluation: Operations Control and Strategic Control - Symptoms of malfunctioning of strategy –Concept of
Balanced scorecard for strategy evaluation. (7+2)

5. Blue Ocean Strategy: Difference between blue & red ocean strategies, principles of blue ocean strategy,
Strategy Canvass & Value Curves, Four Action framework. Business Models: Meaning & components of
business models, new business models for Internet Economy– E-Commerce Business Models and Strategies –
Internet Strategies for Traditional Business –Virtual Value Chain. Sustainability & Strategic
Management. Threats to sustainability, Integrating Social & environmental sustainability issues in strategic
management, meaning of triple bottom line, people-planet-profits. (7+2)

Suggested Textbooks:
1. Strategic Management and Business Policy by Azhar Kazmi, Tata McGraw-Hill
2. Strategic Management by Ireland, Hoskisson & Hitt, Indian Edition, Cengage Learning
3. Crafting and Executing Strategy- The Quest for Competitive Advantage by Thompson, Strickland, Gamble &
Jain, Tata McGraw-Hill
4. Concepts in Strategic Management & Business Policy by Thomas L. Wheelen & J. David Hunger, Pearson

Suggested Reference Books:

1. Strategic Management by Dr. Yogeshwari L. Giri
2. Competitive Strategy: Techniques for Analyzing Industries and Competitors by Michael E. Porter, First Free
Press Edition
3. Competing for the Future by Gary Hamel & C.K. Prahlad,.
4. Blue Ocean Strategy by Kim & Mauborgne

MAHLE internal (CL2)

 302– Decision Science

1. Introduction: Importance of Decision Sciences & role of quantitative techniques in decision making.
Assignment Models: Concept, Flood’s Technique/ Hungarian method, applications including restricted,
multiple assignments and maximization objective. Transportation Models: Concept, formulation, problem
types: balanced, unbalanced, restriction and maximization, Basic initial solution using North West Corner,
Least Cost & VAM, Optimal solution using MODI, multiple solution case to be considered. (8+2)

2. Linear Programming: Concept, Formulation & Graphical Solution. Markov Chains: Applications related to
management functional areas, estimation of transition probabilities. Simulation Techniques: Monte Carlo
Simulation, scope, and limitations. (7+2)

3. Probability: Concept, Conditional Probability theorem-based decision making. Probability Distributions:

Normal, Binomial, Poisson (Simple numerical for decision making expected). Queuing Theory: Concept,
Single Server (M/M/I, Infinite, FIFO), Introduction of Multi Server (M/M/C, Infinite, FIFO) (Numerical on
single server model expected) (8+2)

4. CPM & PERT: Concept, drawing network, identifying critical path, Network calculations- calculating EST,
LST, EFT, LFT, Slack, floats & probability of project completion in case of PERT. Network crashing: Concept.
of project cost and its components, time, and cost relationship, crashing of CPM network. (8+2)

5. Decision Theory: Concept, Decision making under uncertainty Maximax, Maximin, Minimax regret,
Hurwicz’s & Laplace criterion, Decision making under risk (EMV, EVPI) for items with and without salvage
value. Game Theory: Concept, 2 × 2 zero sum game, Pure & Mixed Strategy, solution of games with
dominance, average dominance method. Sequencing problem: Introduction, Problems involving n jobs-2
machines, n jobs- 3 machines & n jobs-m machines, Comparison of priority sequencing rules.(6+2)

Important Note:
1. In each unit caselet related to management situation in various functional domains shall be discussed by the
subject teacher.
2. Numerical based on functional areas of business are expected on each unit

Suggested Textbooks:
1. Quantitative Techniques in Management by N.D. Vohra Tata, McGraw Hill Publications (latest Edition)
2. Operations Research by Hamdy A. Taha, Pearson Publication (latest edition)
3. Operations research by Hira Gupta, S. Chand Publication (latest Edition)
4. Operations Research Theory & Applications by J K Sharma- MacMillan Publishers India Ltd. (latest Edition)
5. Statistical Methods by S.C. Gupta S. Chand Publication (latest edition)
6. Comprehensive Statistical Methods by P.N. Arora, Sumeet Arora, S. Arora S. Chand Publication

Suggested Reference Books:

1. Quantitative techniques & statistics By K L Sehgal Himalaya Publications (latest edition)
2. An introduction to management science: Quantititave approcach for decision making- Cengage Learning-
Anderson (latest edition)
3. Introduction to Operations Research by Billey E. Gilett,TMGH (latest edition)
4. Operations Research by Nita Shah, Ravi Gor, Hardik Soni, PHI (latest Edition).
5. Operations Research by R. Pannerselvam, Prentice Hall India

MAHLE internal (CL2)

 304 MKT: Services Marketing

1. Services Marketing- An Insight into Emerging Sector of Economy:

Introduction, Nature & Definition of Services, Difference between goods & Services: Service-Continuum, Key
classifications of the Services, Service Characteristics; Traditional elements of Services Mix; Need for extended
marketing mix elements in Services. Need to study Service Marketing: Evolution of Services as Value Contributors,
Service Sector beyond 2020 - Indian, Asian & Global perspectives [7+2+2]

2. Role of Process, People & Physical Evidence in Services Marketing:

Process - Service system - Service system, Importance of Process in Services; Service Blueprint; Mapping the
Process- Horizontally & Vertically; Variety in Service Process; Value addition in Process.
People- The Key to a Service Marketing; People Dimensions in Services Marketing; Service Encounters; High-
Contact & Low-Contact Services; Emotions in Service Situations; Service Profit Chain; Service Culture Servicescape:
Physical Evidence- Contribution of Physical Evidence to the Service Understanding, Managing the Physical Evidence
in Service Marketing [7+2+2]

3. Managing Consumer Behavior & Service Quality:

Consumer and Organizational Behavior in Services – Understanding Our Customers & Collaborators in services,
stages of service consumption Service Quality- Levels & Dimensions; Service Quality Models - ServQual, GAP Model
and Critical Incident Model. Managing demand and capacity - capacity constraints, understanding demand
patterns, strategies for matching and adjusting capacity and demand Service Recovery, Service Recovery Process,
Impact of Service Failures, Nature of Complaining Behavior-Complaint Resolution [7+2+2]

4. Segmentation, Targeting & Positioning of Services in Modern Era:

Bases for Segmentation of Services; Selecting Target Market & Approaches; Techniques of Positioning Services.
Managing of Relationships in Services Marketing, service marketing triangle, Current customer retention and
customer lifetime value. Importance & Challenges for STP of services in modern era. [7+2+2]

5. Marketing of Services: New Paradigm and Perspectives:

Customer as the Centre of Attention; Services as Key Differentiators; New Service Opportunities: Emergence of
Work from Home, Automation & New Technologies in Services; Service Marketing Opportunities in India
Applications of Service Marketing: Marketing in Tourism, Retail, Hospitality, Airlines, Telecom, IT & ITES, Sports
& Entertainment, Logistics, Health Care Sector, Event Management Services and Banks & Financial Sector, on-
Profit Organizations. Emergence of e-services in various sectors [7+2+2]

Note: Relevant cases must be discussed for the above all units.

Suggested Text Books

1. Service Marketing Concepts Applications & Cases Mk Rampal, S. Gupta, Galgotia Publishing Company
2. Services Marketing: People Technology Strategy, by Wirtz Jochen, Lovelock Christopher, Chatterjee Jayanta,
Pearson Education; 8thedition (2017)
3. Services Marketing by Zeithaml, Bitner, Gremler & Pandit, TMGH, 4th Edition
4. Services Marketing: Global Edition by Christopher Lovelock, Jochen Wirtz, Pearson Education;
Services Marketing- Valarie A Zeithaml, Mary Jo Bitner, Dwayne D. Gremler, Ajay Pandit, McgrawHill

Suggested Reference Books

1. Service Management: Operations, Strategy, and Information Technology, James A. Fitzsimmons,
Mona J. Fitzsimmons, McGraw-Hill/Irwin, 2006
2. Services Marketing: Concepts and Practices by Ramneek Kapoor, Justin Paul & Biplab Halder, McGraw Hill
3. Services Marketing by Rajendra Nargundkar, McGraw-Hill, 3rd Edition
4. Services Marketing, 2nd Edition by Rao -Pearson
5. Service Marketing - by C. Bhattacharya, Excel Books
6. Services Marketing – K. Rama Mohana Rao, Pearson; 2 edition (2011)

MAHLE internal (CL2)

 Suggested Audio Visuals link

1. https://www.youtube.com/watch?v=5MBEHY7Q0Ls
2. https://www.youtube.com/watch?v=xFvbgddv7C4

3. https://www.youtube.com/watch?v=1zYsQSJvbog

4. https://www.youtube.com/watch?v=MnsVEKEqVoM

Suggested Journals
1. Journal of Services Marketing Information
2. Journal of Services Marketing; Emerald Group Publishing Ltd.
3. International Journal of Service Marketing (IJSM)

Suggested Swayam Course

1. Services Marketing: A Practical Approach Indian Institute of Technology, Kharagpur and NPTEL via Swayam
2. Services Marketing - The Next Level via Open Learning
3. Service Marketing: A practical approach By Prof. Dr. Biplab Datta
4. Services Marketing: Integrating People, Technology, Strategy By Prof. Zillur Rahman

MAHLE internal (CL2)

 305 BA - Machine Learning & Cognitive intelligence using Python.

1. Python Basics: Overview, Python Features, Basic Syntax, Variable Types, Basic Operators, decision making,
Loops, Python Data Structures - Lists and Tuples, Sets, Dictionaries, Date & time, Functions, Scope of Variables,
Function overloading, Operator overloading, Objects and Classes. (9+1)

2. Working with Data in Python: Reading files with Open, writing files with Open, loading data with Pandas,
working with, and saving with Pandas, Array oriented Programming with Numpy, Data cleaning and preparation,
Plotting and Visualization, data Aggregation and Group Operations. (9+1)

3. Machine Learning and Cognitive Intelligence: Introduction to Machine Learning- History and Evolution, Machine
Learning categories: Supervised, Unsupervised and Reinforcement learning. Framework for building ML Systems-
KDD process model, CRISP-DM & SEMMA, Machine learning Python packages, Machine Learning Core Libraries.
Introduction to Cognitive Intelligence, Features of Cognitive Intelligence. (8+2)

4. Supervised Learning: Introduction to classification, Linear Regression, Metrics for evaluating linear model,
Multivariate regression, Non-Linear Regression, K-Nearest Neighbour, Decision Trees, Logistic Regression, Support
Vector Machines, Model Evaluation, Applications of supervised learning in multiple domains. (9+1)

5. Unsupervised Learning: Clustering, Hierarchical clustering, Partitioning Clustering- K-mean clustering,

Applications of unsupervised learning in multiple domains. (4+1)

Suggested Self Learning Courses: Basic and advanced Business Analytics, data mining and python courses on
swayam
platform - https://swayam.gov.in/,

Suggested Textbooks:
1. Machine Learning using Python - Manaranjan Pradhan, U Dinesh Kumar
2. Ultimate Step by Step Guide to Machine Language using Python: Predictive modeling concepts explained in
simple
terms for beginners by Daneyal Anis
3. Machine Learning by Anuradha Srinivasaraghavan and Vincy Joseph
SPPU - MBA Revised Curriculum 2022 – NEP - CBCGS & OBE Pattern
Page 223 of 260
4. Machine Learning in Python – Michael Bowles
5. Machine Learning for Absolute Beginners: A Plain English Introduction (First Edition by Oliver Theobald

Suggested Reference Books:

1. Mastering Machine Learning with Python in Six Steps: A Practical Implementation Guide to Predictive Data
Analytics
Using Python by Manohar Swamynathan
2. Machine Learning by Tom Mitchell
3. Python for Data Analysis by Wes McKinney
4. Machine Learning by Rajiv Chopra
5. Machine Learning by Peter Flach
6. Introduction to Machine Learning by Alpaydin Ethem
7. Machine Learning: A step by Step Guide to Learning and Understanding from Beginner to Expert (Beginner,
Intermediate and Advanced) – Ronald Anthony

MAHLE internal (CL2)

 307– International Business Environment

1. Introduction to International Business: Importance, nature and scope of International business; modes of
entry into International Business, internationalization process. Globalization: Meaning, Implications, Globalization
as a driver of International Business. The Multinational Corporations (MNCs) – evolution, features, and dynamics of
the Global Enterprises. Consequences of Economic Globalization, Brexit, Reverse globalization. (5+1)

2. International Business Environment: Political Economy of International Business, Economic and Political
Systems, Legal Environment, Cultural Environment, Ethics and CSR in International Business. (5+1)

3. International Financial Environment: Foreign Investments - Pattern, Structure, and effects. Theories of Foreign
Direct Investment, Traditional and Modern theories of FDI, Modes of FDI - Greenfield, Brownfield Investments,
Mergers and Acquisitions, Motives of FDI, FDI contrasted with FPI. Basics of Forex Market. (5+1)

4. International Economic Institutions and Agreements: WTO, IMF, World Bank, UNCTAD Tariff and Non-tariff
Barriers. Balance of Payment Account: Concept and significance of balance of payments, Current and capital account
components. Introduction to Basic Concept of IFRS. (5+1)

5. Emerging Issues in International Business Environment: Growing concern for ecology, Digitalisation;
Outsourcing and Global Value chains. Labor and other Environmental Issues, Impact of Pandemic COVID-19 on
international trade. (5+1)

Suggested Text Books:

1. Global Business Management by Adhikary, Manab, Macmillan Publishers, New Delhi.
2. International Business Environment by Black and Sundaram, Prentice Hall of India, New Delhi
3. Economic Environment Of Business by Gosh, Biswanath, South Asia Book, New Delhi.
4. International Business by Aswathappa Tata Mc Graw Hill publications, New Delhi.
5. International Business by P. Subha Rao

Suggested Reference Books:

1. Going International Response Strategies For Indian Sector by Bhattacharya.B, Wheeler Publishing Co, New
Delhi.
2. International Economies by D.N. Krithani.
3. International Business by Roger Bennett
4. Business Environment by C.B. Gupta
5. International Business by Francis Cherunillam

MAHLE internal (CL2)

 309 – Knowledge Management

1. Introduction to Knowledge: Meaning of data, information, knowledge, and expertise, Meaning of

epistemology, Types of Knowledge - Subjective & Objective views of knowledge, procedural Vs. declarative, tacit Vs.
explicit, general Vs. specific, Types of expertise – associational, motor skill, theoretical, Characteristics of knowledge
– explicitness, codifiability, teachability, Specificity, Reservoirs of knowledge. (5+1)

2. KM and KM Cycle: Why KM, KM system life cycle, and aligning KM and business strategy, KM Cycle:
Knowledge creation, capturing tacit knowledge, Types of knowledge and its implications for KM
Knowledge codification and system development: codification, system testing and deployment, Knowledge transfer.
and knowledge sharing- the role of culture and structure (5+1)

3. KM system: Analysis design and development: Knowledge infrastructure, Knowledge audit, and knowledge
team, Analysis, design and development of KM system, KM tools and Portals: inferences from data, data mining and
knowledge portals (5+1)

4. KM Infrastructure: Organizational Structure, Organizational Culture, Communities of Practice, Information

Technology Infrastructure, Common Knowledge (5+1)

5. Evaluation of KM effectiveness: KM Impact: Dimensions of KM Impact – People, Processes, Products &

Organizational Performance, Factors influencing impact – universalistic & contingency views, Assessment of KM
Impact – Qualitative & quantitative measures, Identification of appropriate KM solutions, Ethical, legal and managerial
issues, KM experiences form Indian companies, KM innovation and Learning organization, The future of KM. (5+1)

Suggested Textbooks:
1. Fernandez I. B. and Sabherwal, R. (2010). Knowledge Management: System and Resources. PHI Delhi.
2. Tiwana Amrit (1999). The Knowledge Management Toolkit. Prentice Hall PTR.
3. Irma Becerra-Fernandez, Avelino Gonzalez, Rajiv Sabherwal (2004). Knowledge Management Challenges,
Solutions, and Technologies, Prentice Hall. ISBN: 0-13-109931-0.
4. Elias M. Awad, Hassan M. Ghaziri (2004). Knowledge Management. Prentice Hall. ISBN: 0-13-034820-1.

Suggested Reference Books:

1. Donald Hislop, Knowledge Management in Organizations, Oxford 2nd Edition.
2. Ian Watson (2002). Applying Knowledge Management: Techniques for Building Corporate Memories. Morgan
Kaufmann. ISBN: 1558607609.
3. Madanmohan Rao (2004). Knowledge Management Tools and Techniques:Practitioners and Experts Evaluate
KM Solutions. Butterworth-Heinemann.ISBN: 0750678186.
4. Stuart Barnes (Ed.) (2002). Knowledge Management Systems Theory and Practice. Thomson Learning.
5. Kimiz Dalkir, Knowledge Management in Theory and Practice, Elsevier,Butterworth-Hinemann.
6. Shelda Debowski, Knowledge Management, Wiley India Edition.

MAHLE internal (CL2)

 310– Corporate Governance

1. Conceptual Framework of Corporate Governance: Introduction, Need and Scope Evolution of Corporate
Governance, Developments in India. Corporate Governance Code and Agency Theory. Corporate Governance
Code&Principles (OECD). Theory in Corporate Governance: AgencyTheory, Stakeholder theory, Stewardship theory.
Models of Corporate Governance Anglo American Model. Japanese Model, German Model, and Indian Model.
Elements of GoodCorporateGovernance, RecentCorporate Governance Committee reports like N.R.Narayan Murthy
Committee, J.J.Irani Committee,etc (5+1)

2. Legal Framework for Corporate Governance: Key Provisions of Companies Act 2013on Corporate
Governance for Listed and Unlisted Companies, SEBI LODR Regulations, Clause 49 - Listing agreement, Board
Composition, Board Meetings, Role of Independent Director, Separation of roles of Chair- Person and MD /
CEO,Audit Committee, Audit Reports and Audit Qualifications. (5+1)

3. Corporate Governance and Other Stakeholders: Prevention of Oppression and Mismanagement, Corporate
Governance issues with regard to Related Party Transactions, Role of Investor Associations in Securing Shareholders
Rights, Role of Institutional Investors in Corporate Governance. Corporate Governance and Other Stakeholders:
Employees, Customers, Lenders, Vendors, Government, Society. (5+1)

4. Risk Management and problems of poor governance: Risk Management and Oversight, Enterprise Risk
Management, Roles and Functions of Internal Control, Disclosure about Risk, Risk Management and Internal Control.
Risk Management and Oversight, Enterprise Risk Management, Roles and Functions of Internal Control, Disclosure
about Risk, Risk Management, and Internal Control. Poor Corporate Governance and Corporate Frauds: Meaning and
Consequences of poor corporate Governance, ways to improve corporategovernance, corporatefrauds and
importance of whistle blowing (5+1)

5. Emerging trends & Global Perspective of Corporate Governance: Meaning, need & features of ESG,
Importance of ESG , ESG Reporting, ESG Rating, Green Finance, Green lending and green bonds, Blue Finance,
Corporate Governance in PSUs, Banks.An overview of International Perspective of Corporate Governance and
Contemporary Developments in the Global Arena with focus on countries like UK, USA, South Africa & Australia (5+1)

Note: Relevant cases pertaining to the topic & course content need to be covered.

Suggested Text Books:

1. S. M. Dewan, Corporate governance in public sector enterprises, Pearson Longman, 2006.
2. Corporate Governance in India – An Evaluation by S C Das, PHI – Eastern Economy Edition.
3. Corporate Governance by Christine A Mallin, Oxford University Press
4. Corporate Governance – Global Concepts & Practices, Dr. S Singh, Excel Books.

Suggested Reference Books:

1. Corporate Governance, Principles, policies and Practices – A.C. Fernando, Pearson Education.
2. Corporate Governance – IICA, Taxmann.
3. The Art of Corporate Governance – Dr. Joffy George.
4. The Essential Book of Corporate Governance by G. N. Bajpai.
5. Companies Act 2013 and Rules.
6. SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015
7. Case Studies on Ethics and Corporate Governance Vol I and II, ICFAI Books.

MAHLE internal (CL2)

MAHLE internal (CL2)