MANAGEMENT IN ACTION - SOCIAL, ECONOMIC AND ETHICAL ISSUES

Course Code:
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MMS 401

Credit Units: 04

Course Contents:
Module I: Introduction Modern Management Practices and Issues Involved, Outsourcing Management Services and Evolution of Management Consultancy, Skills-set required for Management Consultants, Consulting and performance, counseling Module II: The Process of Management Consulting Consulting Proposals, Identification and Definition of Problem, Fact-Finding Leading to Solution Development and Implementation, Developing Strategic and Tactical Plans and Subcontracting, Pricing of Consultancy, Acquiring and Developing Talents for Consulting Module III: In-house Management versus Management Outsourced Why a Sense of Skepticism and Unease Towards Management Consultants, Cost versus Value of Advice, Separating Consulting Success from Consulting, Disaster. Some Revealing Situations Module IV: Cross Cultural Management Systems and Processes Types of organizational culture, Strength of organizational culture, Function of organizational culture, Importance of culture to the organization, Cultural Models, Cross- Cultural Perspectives, Geert Hofstede and Cross- Cultural Issues Module V: Economic and Social Issues in Management Adaptation to Changing Environment in General and Economic Environment in Particular, Economic Growth and Change Areas, Emerging Opportunities in Various Sectors including Social Sector, Management Practice and Cultural Issues, The global Political Situation, The Global Competitive Environment and the internal scene in India, War Game. Module VI: Ethical Issues in Management Relationship among Various Stakeholders, Reasons for Conflict of Interests Among Stakeholders, Corporate Governance and Ethics. Why Unethical Decisions Leading to Conflicts are Taken, Power and Politics, Initiatives on Corporate Governance by the Governments.

CUSTOMER RELATIONSHIP MANAGEMENT AND TECHNOLOGY

Course Code: Course Contents:
Module I: Conceptual Foundation of CRM Introduction to CRM, Difference between transaction and CRM, Database Marketing, Relationship Marketing, Experiential Marketing, Framework of CRM and its Evolution, Elements of CRM, Different perspective of CRM, Types of CRM, Benefits of CRM, E-CRM. Module II: Managing Customer Relationship Introduction (Pre Industrial age, Industrial age, Service Economy age, Knowledge Economy Age), Key Principles of Relationship marketing, Relationship marketing and Value chain, Managing the customer as an asset, Customer Touch points, Customer privacy, Customer Value: Concept and characteristics, Key Account Management, Customer Segmentation as a prerequisite to CRM. Module III: Managing different stages of CRM Customer Acquisition Strategies, Customer Retention Strategies (Zero defections), The add-on-selling, Customer Equity, Customer Metrics, Customer loyalty, Loyalty ladder, Life time value, The value of measuring customer satisfaction, Conflicts and Customer Complaint Management. Module IV: Overview of CRM in service sector Service Business Characteristics, Service Customer Classification, Service Marketing Mix, Service Recovery, Marketing of Services - Banking Industry, Retail Industry, Aviation Industry, Hospitality Industry, Pharmaceutical Industry, Telecom Industry. Module V: CRM on Web & Software eCRM and Portal, eCRM Feature, eCRM Software Implementation Sales Force Automation - Sales Process, Activity, Contact, Lead and Knowledge Management, Enterprise Resource Planning (ERP), Data Mining, Data Warehouse, Study of Different Software, Saleslogix.com, SAP, Seibel, People soft, Smiles, Oracle. Module VI: Emerging Trends CRM Implementation: Defining success factors, preparing a business plan - requirements, justification, processes Integrating the concepts with other functions of Management, Case studies, Live project to be undertaken starting with conception of idea to final execution, Latest emerging trends and practices.

MMS 403

Credit Units: 03

RETAIL AND MALL MANAGEMENT

Course Code: Course Contents:
Module I Define Retailing, Retail Scenario (Globally and in India), Growth of Retail Business / Outlets in India. Key Drivers of Retailing in India, Evolution of Retailing through the Four Gears, Organized Retailing in India, Retail Formats and their Characteristics viz. Location, space / layout, merchandise, Customer profile etc. Formats: Super market, Specialty Store, Departmental Store, The Plaza, The Mall, The emporium, The Bazaar, Stop-Over, Single Size Denomination, Kiosk. Module II: Store Planning, Design and Layout Store Planning: Location Planning- High-Street Location, Destination/Free Standing Location, Shopping Centre/mall Location, Location Mapping, Location Parameters, - Site Selection. Store Design and the Retailing Image Mix: (employees, merchandise, fixtures, sound, odour, visual, type, density etc.), The Space mix: (Single goods, convenience goods, impulse purchase Merchandise), The Effective Retail Space Management: (Store Layout: the circulation path). Module III: Store Operations POS (Point of Sale) / Cash Process, Customer Service and Accommodation, Retail Selling Process, Retail Floor and Shelf Management, Retail Accounting and Cash Management. Module IV: Information Management Retail Technology and Retail Automation, POS and Back-end Technologies, Merchandise Management Cycle, Merchandising and Buying and their effect on ROI, Marketing: Build Store Brand, Positioning for Differentiation, Retail Advertising, Sales Promotion, Direct Marketing CRM, etc. Warehousing and SCM: Vendor Management, Electronic Data Interchange, Warehouse Management, GRN, Inter-Transfer Note (ITN), Transportation, Value Chain Visual Merchandising and Displays: Planning the Visual Merchandising Theme and Creating Displays, Arranging Props and Displays, Arranging Display Fixtures and Lighting, Setting up Stores before Opening, Working with Floor Plans and Store Requirements, Training Personnel on Sales floor to create Displays, Organizing merchandising units such as Racks and Shelving Strategic Store Planning and Project: (Store location assessment, design and layout, Construction and fit-up), Administration and Facilities, The Human Resource Factor, Some examples of Retail Stores viz. ARCUS, ANSAL PLAZA, LIFE-STYLE, SHOPPERS' STOP etc., Visit to some reputed Retail Stores/Outlets in around Delhi. Module V Defining Shopping Mall, How Shopping Mall differs from other Retail Formats in characteristics such as Location, Space / Layout, Merchandise, Customer Profile, Niche conveniences. Shopping Centre / Mall Location: Existing mall traffic, clean environment, designated parking area, Medium to high rental cost (Examples: DLF Mall in Delhi, Spencer Plaza in Chennai, and Crossroads in Mumbai) Strengths and Weaknesses of the Mall Format. Licenses and Permits for Mall Operations: (if applicable) Building / Scaffolding Permits, Busking Licences, Outdoor dining permits, Peaceful assembly / rally, Vehicle access permits Characteristics of typical Neighborhood, Community, and Regional types of U.S., Planned Shopping Centers/ Malls, Entertainment as Customer Value in Malls. Module VI Lessons from the experience of Crossroads in India: Define the target audience clearly, Be mindful of shopping basket, Plan the lay-out smartly, Setting the lease rental appropriately, Sensitive mall management, Cater to the internal customer, Quasi- Mall - Is this the right format for India?, Stories of some great malls world-wide viz. DDF, Wal-Mart, etc., Visit to DLF Mall and City Center. Module VII: Emerging Trends Integrating the concepts with other functions of Management Live project to be undertaken starting with conception of idea to final execution. Case studies Latest emerging trends and practices.

MMS 404

Credit Units: 03

DIRECT MARKETING
Course Code: Course Contents:
Module I: Conceptual Framework of Direct Marketing Basics and scope of Direct Marketing, Objectives of Direct Marketing, Advantage & Disadvantage of Direct Marketing, Integrated Direct Marketing, Business, Strategic & Direct Marketing planning. Module II: Analyzing & Encashing Marketing opportunities for Direct Marketing Research design for direct marketers, The Customer Database: Analysis and Application, Consumer & Business mailing list, offer, Media of direct marketing- Magazines, Newspaper, TV/ Radio, Co-Ops, Telemarketing, Internet E-communications, Managing Direct Sales Force. Module III: Managing the Creativity Process in Direct Marketing Introducing Creative Practices and techniques, Direct Marketing Creativity, Basic Steps of Managing catalogue & print advertising, Innovation through Creativity & testing The Strategic drivers of Creative Practices. Module IV: Direct Marketing into Business B to B Marketing, Making a lead generation programme, Overview of E-commerce. Module V: Direct Marketing Implementation and Control Marketing Intelligence- Modeling for business decision support, Mathematics tool for control in direct marketing, Future of Direct Marketing. Module VI: Emerging Trends Integrating the concepts with other functions of Management Live project to be undertaken starting with conception of idea to final execution. Case studies Latest emerging trends and practices.

MMS 405

Credit Units: 03

MARKETING OF FINANCIAL SERVICES

Course Code: Course Contents:
Module I Management of financial services, understanding the financial products, Overview of various financial services in India Module II Insurance-Meaning, advantages, various types of insurance, Financial planning process, Risk management Strategy to cover risk, introduction to IRDA, Marketing Channels & selling Strategies followed by insurance sector in India. Module III Mutual funds-Meaning, history and current market scenario Indian and global, Types of mutual funds, Debt funds and types of Debt schemes, Types of equity funds/Growth funds, concept of hybrid funds, Mutual funds Vs. Other investments, Fund Structure, Introduction to the role and responsibility of Asset management company, Registrars, custodian, sales distribution channels . Module IV Retail bank products-Meaning of banking business, introduction to various bank products Selling bank products, concept of cross selling, Impact of technology on bank marketing. Module V Introduction to housing finance, Venture Capital Funds, Merchant banking, Credit cards. Module VI Introduction to the Stock Market & Commodity Markets. There functioning.

MMS 406

Credit Units: 03

SERVICE OPERATIONS MANAGEMENT

Course Code: Course Contents:
Module I: Service as Strategy Concepts and understanding, Brand significance and impact on businesses Nature of services and service products, customer centric operations and building services for competitive advantage. Module II: Building and Development of Service Systems Standard and branded services, Technology impact, Design and development of service products and delivery systems. Human Resource in Services. Module III: Operating Service Systems Managing Demand and supply of services, Speed and quality of services, Total Quality Systems, Tools and techniques for total quality and continuous improvements, Management and controls, Productivity and performance measurements. Module IV: Service Business Model Service Business model understanding and significance. Service Value chain Outsourcing and its management, Service business and delivery network, connectivity and brand value creation through outsourced network. Module V: Building Customer Loyalty Understanding and significance of customer loyalty. Creating loyal customers through services, Loyalty tracking, Customizing services, segmenting services, taking services to the doorsteps of customers.

MMS 407

Credit Units: 03

SUPPLY CHAIN COMPETITIVENESS

Course Code: Course Contents:
Module I: Supply Chain Overview Soil-to-dustConcept of supply chain. Need & importance of integrated supply chain. Building blocks of supply chain network. , Supplier Network Development, Make-or-buy Module II: Logistics Management Systems Concept, Objectives & Scope, The System Elements, International Transportation Issues, Warehousing, Inventory Management, Packaging and Unitization Issues, Communication and Control, Centralized and Decentralized Logistic Management, Third Party Logistics (3PL), Multimodal Transport Operator (M.T.O.) Global Shipping. Module III: Supply Chain Management & Function From domestic to global supply chains, Demand Volatility, Bullwhip Effect, Vertical Integration Issues, Strategic, Operational & tactical decisions in supply chain management. Integrating the concepts with other functions of Management Module IV: Supply Chain Performance & Design Performance measurement- techniques & tools, Sand Cone Model importance & implementation. Information technology in managing supply chain. Issues influencing Supply chain design- logistical, management & product related, competition & technology related. Supply Chain optimization. Module V: Best Practices in Supply Chain Management Benchmarking supply chain management. Manufacturing, warehouse or transportation practices. Technology, material handling & Outsourcing decisions. Global Standards. Supply Chains in various industries. Module VI: Retail Supply Chain Management Challenges faced by Indian retail sector. FMCG & perishible product requirements. VMI, POS & EDI. Cross docking & warehousing issues. Reefers & the cold chain. Reverse logistics. Live project to be undertaken starting with conception of idea to final execution. Case studies Latest emerging trends and practices.

MMS 408

Credit Units: 03