08MBM411-BRAND MANAGEMENT

3003
Objectives
 To enable the students to understand the concept of Brand and its value.
 To impart knowledge on Brand extensions and Brand positioning.
 To equip students to take effective Branding decisions.

UNIT – I
Introduction to Brand
Brand, Evolution, Products and Brands, Importance, Perspectives. Brand Identity: Perspectives,
Levels. Brand Identity Prism.
6 Hours
UNIT – II
Brand Extensions
Line Extensions, Strategies, Risks. Brand Extensions: Types, Brand Extendibility. Anatomy of a
Brand, Brand Equity. Brand Awareness: Levels. Brand Associations: Types. Brand Personality.
9 Hours
UNIT – III
Branding Decisions
Brand Name Decisions, Product Branding, Line Branding, Umbrella Branding, Double
Branding, Range Branding, Endorsement Branding, Strategies.
8 Hours
UNIT – IV
Managing Brand
Brand Positioning Strategies, Managing Brand Image, Repositioning, Brand Revitalization.
Brand Valuation: Methods. Brand Elimination.
8 Hours
UNIT – V
Perspectives
Strategic Issues in Brand Management, Myths, Influences, Advertising Strategy, Building Retail
Brands.
5 Hours
Total : 36 Hours
Text Book(s)
1. Harsh V Verma., “Brand Management”, Excel Books, New Delhi: 1st Edition - 2002.
2. Henry D., “Road to Brand Equity”, Himalaya Publishing House, New Delhi: 1st Edition
- 2004
References
1. Kevin Lane Keller., “Strategic Brand Management”, Prentice Hall of India, New Delhi: 2nd
Edition - 2008.
2. Jamesr Gregory., “The Best of Branding”, Tata McGraw Hill, New Delhi: 2004.
3. Naveen Das., “Brand Management”, ICFAI Publications, Hyderabad: 2002.
 08MBA601 BUSINESS ETHICS

3003
Objectives
 To enable the students to understand business ethics.
 To bring awareness to the students about moral standards.
 To enable them to understand how these moral standards apply to organizations.

UNIT – I
Introduction to Indian Values and Ethos
Introduction to Business Ethics: Nature, Scope, Purpose, Importance, Normative Ethics in
Management, Moral Standards, Values, Norms, Beliefs, Standards. Values: Features, Types,
Relevance of Values, Indian Value System, Ethical Behaviour.
7 Hours
UNIT – II
Managing Ethics in Indian Context
Ethics and the Organizations, Ethical Aspects in Marketing, HRM, Production and Operation
Management, Finance.
7 Hours
UNIT – III
Ethical Decision Making in Indian Context
Values and Dilemmas in Decision Making, Making Moral Decisions, Building a Value System,
Role of Laws and Enforcement, Training in Ethics.
7 Hours
UNIT – IV
Social Responsibility in Indian Context
Ecological Concerns, Corporate Social Responsibility, Ethical Business, Business Ethics.
Corporate Governance in India: Issues, Need, Code, Transparency and Disclosure, Role of
Auditors, Board of Directors and Share Holders.
8 Hours
UNIT – V
Ethics in Global Business
IT, BPO, Global Business and Ethics. Lessons for Indian Managers: Values form Indian
heritage.
7 Hours
Total: 36 Hours
Text Book(s)
1. Murthy C S V., “Business Ethics”, Himalaya Publishing, New Delhi, 2nd Edition: 2007.
2. Badi R V and Badi N V., “Business Ethics”, Vrindha Publications, New Delhi,1st Edition:
2007.

References
1. Biswanath Ghosh., “Ethics in Management and Indian Ethos”, Vikas Publishing, Noida: 2nd
Edition : 2006.
2. Sadri., “Business Ethics: Concept and Cases”, Tata McGraw Hill, New Delhi: 2007.
3. Sathish Modh., “Ethical Management: Text and Cases in Business Ethics and Corporate
Governance”, Mac Milan, New Delhi: 2005.
08MBM412 CONSUMER BEHAVIOUR

3003
Objectives
 To enable the students to understand the basics of Consumer Behaviour.
 To give insight to them on the various external and internal influences on Consumer Behaviour.
 To let them understand how consumers make purchase decisions.

UNIT – I
Introduction to Consumer Behaviour
Meaning, Definition, Concepts. Marketing Strategy and Consumer Behaviour. Approaches to
the Study of Consumer Behaviour.
6 Hours
UNIT – II
Internal Influences on Consumer Behaviour
Motivation, Personality, Perception, Learning, Attitude.
9 Hours
UNIT – III
External Influences on Consumer Behaviour
Reference Groups, Family, Social Class, Culture, Sub Culture, Marketing Communications,
Personal Influence and Opinion Leadership.
9 Hours
UNIT – IV
Decision Process and Post-purchase Behaviour
Consumer Decision Making Process, Diffusion of Innovations. Post Purchase Behaviour: Post
Purchase Dissonance, Product Use, Product Disposition, Purchase Evaluation and Consumer
Satisfaction.
7 Hours
UNIT – V
Organizational Buyer Behaviour
On-line Buyer Behaviour, Consumer Research, Profile of Indian Consumers, Changing
Consumer Behaviour.
5 Hours
Total : 36 Hours
Text Book(s)
1. Schiffman, G., and Leslie Lazar Kanuk., “Consumer Behaviour”, Pearson Education, New
Delhi: 9th Edition - 2006.
2. Del I Hawkins, Roger J Best, Kenneth A Coney, and Amit Mookerjee., “Consumer
Behaviour” Tata McGraw Hill, New Delhi: 9th Edition - 2007.

References
1. Jay D Lindquist., and M Joseph Sirgy., “Shopper, Buyer & Consumer Behaviour”, Biztantra
Publication, New Delhi: 2005.
2. David L Loudon., and Albert J Della Bitta., “Consumer Behaviour”, Tata McGraw Hill, New
Delhi: 4th Edition - 2006.
3. Shetth, and Mittal., “Consumer Behaviour, A Managerial Perspective”, Thomson South
Western, Singapore: 2nd Edition - 2006.
08MBA602 ENTREPRENEURSHIP DEVELOPMENT 3003

UNIT – I
Entrepreneurial Competence
Entrepreneurship concept, Entrepreneurship as a Career, Entrepreneur Personality
Characteristics, Knowledge, Skills, Attitude Requirement.
7 Hours
UNIT – II
Entrepreneurial Environment
Business Environment, Role of Family and Society, Entrepreneurship Development Training and
Other Support Organizational Services, Central and State Government Industrial Policies and
Regulations, International Business.
7 Hours
UNIT – III
Business Plan Preparation
Sources of Product for Business, Prefeasibility Study, Criteria for Selection of Product,
Ownership, Capital, Budgeting Project Profile Preparation, Matching Entrepreneur with the
Project, Feasibility Report Preparation and Evaluation Criteria.
8 Hours
UNIT – IV
Launching of Small Business
Finance and Human Resource Mobilization Operations Planning, Market and Channel Selection,
Growth Strategies, Product Launching.
7 Hours
UNIT – V
Management of Small Business
Monitoring and Evaluation of Business, Preventing Sickness and Rehabilitation of Business
Units, Effective Management of small Business.
7 Hours
Total: 36 Hours
Text Book(s)
1. Hisrich, ‘Entrepreneurship’, Tata McGraw Hill, New Delhi: 2005.
2. Sunil Gupta., “Entrepreneurial Development - An Introduction”, ICFAI University Press:
2004.

References
1. Jain P C., ‘Handbook for New Entrepreneurs’, EDII, Oxford University Press, New Delhi:
2002.
2. Prasanna Chandra, Projects – ‘Planning, Analysis, Selection, Implementation and Reviews’,
Tata McGraw-Hill Publishing Company Limited, New Delhi: 2000.
3. Subroto Bagchi., ‘The High Performance Entrepreneur’, Penguin Books, New Delhi: 2008.

08MBA605 ENVIRONMENTAL MANAGEMENT

0 0 2 0

UNIT – I
Environment Management
Fundamentals, Sustainable Development, Implications of human population growth, Limits to
growth, Environment and Business Schools
6 Hours
UNIT – II
Energy Management
Fundamentals, Fossils Fuels use, Energy production and trade, Energy Balance
6 Hours
UNIT – III
Non-Conventional Energy
Nuclear Power, Solar Power Market, Wind Power, Ecosystem Concepts, Basic Concepts and
their application in business, Industrial Ecology and Recycling Industry
6 Hours
UNIT – IV
Environmental Management System
EMS Standards, ISO 14000,Environmental Auditing, Clearance/Permissions for establishing
industry, Environmental Management & Valuation, Environmental Economics, Environmental
Taxes Shifts, Green Funding, Corporate Mergers, Environmental Ethics, Trade and
Environmental Management, Debt and Environment, GATT / WTO Provisions, Environmental
Laws
9 Hours
UNIT – V
Role of NGOs
PIL, Pollution & Waste Management, Air, Water and Land Pollution, Trades in wastes, Water,
Forest and Biodiversity Management, Water Resources, Approaches to Corporate Ethics & Bio-
ethics
9 Hours
Total: 36 Hours
Text Book(s)
1. Uberoi N. K.,“Environment Management”, Excel Books, New Delhi:2000.
2. Krishnamoorthy, “Environmental Management”, Prentice Hall India, New Delhi:
2006.

References
1. Robert Staib., “Environmental Management and Decision Making for Business” Palgrave
Macmillan: 2006.
2. Kolstad Charles. D., “Environmental Economics”, Oxford University Press: 2000.
3. Harley Nick., “Environmental Economics”, Macmillan India: 2008

08MBH412 MANAGERIAL BEHAVIOR AND EFFECTIVENESS

3003
Objectives
 To understand the dimensions of managerial job.
 To enable the students to become effective managers.
 To develop the winning edge among the students.

UNIT – I
Defining the Managerial Job
Descriptive Dimensions of Managerial Jobs, Methods, Model, Time Dimensions in Managerial
Jobs, Effective and Ineffective Job Behaviour, Functional and Level Differences in Managerial
Job Behaviour.
7 Hours
UNIT – II
Designing the Managerial Job
Identifying Managerial Talent, Selection and Recruitment, Managerial Skills Development, Pay
and Rewards, Managerial Motivation, Effective Management Criteria, Performance Appraisal
Measures, Balanced Scorecard, Feedback, Career Management.
8 hours
UNIT – III
Managerial Effectiveness
Definition, The Person, Process, Product Approaches, Bridging the Gap, Measuring Managerial
Effectiveness, Current Industrial and Government practices in the Management of Managerial
Effectiveness.
6 Hours
UNIT – IV
Environmental Issues
Organizational Processes, Organizational Climate, Leader, Group Influences, Job Challenge,
Competition, Managerial Styles.
7 Hours
UNIT – V
Developing the Winning Edge
Organizational and Managerial Efforts, Self Development, Negotiation Skills, Development of
the Competitive Spirit, Knowledge Management, Fostering Creativity.
8 Hours
Total: 36 Hours
Text Book(s)
1. Peter Drucker., “Management”, Harper Row, New York: 2005.
2. Milkovich., and Newman, “Compensation”, McGraw-Hill International, New Delhi: 2005.

References
1. Blanchard., and Thacker., “Effective Training Systems, Strategies and Practices”
 Pearson Education, New Delhi: 2005.
2. Dubin., “Leadership, ‘Research Findings, Practices & Skills”, Biztantra, New Delhi: 2005.
3. Mathis Jackson., “Human Resource Management”, Thomson Southwestern, Mason: 2005.