SYLLABUS OF MBA KUK 2ND YEAR

MBA KUK  2ND YEAR

CP-301: Business Policy Strategic Management

Time: 3 Hours

Max.Marks:100

External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. They would be one question in the form of case study. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives
The course aims at imparting knowledge of formulation, implementation and evaluation of Business Strategies.


Course Contents

An Introduction to business policy- Nature, Objective and importance of business policy; An overview of strategic management; Strategic decision making; Process of strategic decision making.

Types of planning system- corporate planning, strategic planning and long range planning; Strategy Formulation, Company’s mission, purpose and objectives; Corporate strategy- concept, significance and objectives; types of strategies; Environmental and organizational appraisal(internal & external), techniques of business environment analysis; Strategic alternatives and choice; Business ethics and corporate strategy; concept of value chair and competitive advantage.


Strategy implementation- Designing organizational structure and activating strategies; Matching structure and corporate strategy, Structural, Behavioral and Functional implementation; concept of synergy.

Strategy Evaluation- Strategic evaluation and Control, Strategic and Operational Control; techniques of evaluation and control, Role of organizational system in evaluation.


Suggested Readings:1.Jauch & Glueek: Business Policy and Strategic Management.


2.Thampson A.A. and Stick land A.J.: Strategic Management- Concept and cases.


3.Michael Porter: Competitive Advantage of Nations.


4.Azhar Kazmi: Business Policy and Strategic Management.


5.Kenneth, A. Andrews: Concept of corporate Strategy.


6.Melvin J. Stanford: Management Policy.


7.John A. Pearce II and R.B. Robinson: Strategic Management-Strategy Formulation and Implementation.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


CP-302: Business Legislation


Time: 3 Hours,Max.Marks:100,External: 70,Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The course is designed to assist the students in understanding basic laws affecting the operations of a business enterprise.


Course Contents


The Indian Contract Act, 1872: Essentials of a Valid Contract, Void Agreements, Performance of Contracts, Breach of Contract and its Remedies, Quasi-Contracts, The Sale of Goods Act, 1930: Formation of a Contract, Rights of an Unpaid Seller; The Negotiable Instruments Act, 1881: Nature and Types, Negotiation and Assignment, Holder-in-Due Course, Dishonor and Discharge of a Negotiable Instrument, Arbitration; The Companies Act, 1956: Nature and types of Companies, Formation, Memorandum and Articles of Association, Prospectus Allotment of Shares, Share and Share Capital, Membership, Borrowing Powers, Management and Meetings, Accounts and Audit, Prevention of Oppression and Mismanagement, Winding up.; An overview of Consumer Protection Act and Cyber Laws.


Suggested Readings:1
Avtar Singh: Company Law, 11th ed., Lucknow, Eastern, 1996.


2.Khergamwala, JS: The Negotiable Instrument Acts, Bombay, N.M.Tripathi, 1980.


3.Ramaiya, A.: Guide to the Companies Act, Nagpur, Wadhwa, 1992.


4.Shah, S.M.: Lectures on Company Law, Bombay, N.M.Tripathi, 1990.


5.Tuteja, SK: Business Law for Managers, New Delhi, Sultan Chand,1998.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


CP-303: Summer Training Project


Time: 3 Hours


Max.Marks:100


External: 50


Internal: 50


At the end of second semester, all students will have to undergo summer training of 6-8 weeks with an industrial, business or service organization.


Specialization-Finance


FM-302: Foreign Exchange Management


Time: 3 Hours


Max.Marks:100


External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The acquaint the students with the mechanism of the foreign exchange markets, measurement of the foreign exchange exposure, and hedging against exposure risk.


Course Contents


Types of Foreign Exchange Markets and Transactions, Quoting Foreign Exchange Rates, Spread, Official and Free Market Rates, Cross Currency Rates, Forward Rates, Quoting Forward Rates; Futures; Currency options; Currency Swaps; Corporate Exposure management: Foreign Exchange Risk, Alternative Strategies for Exposure Management, Exposure Management Techniques, Organization of the Exposure Management Function; Parameters and constraints on Exposure Management; Forecasting Exchange Rates: Economic Fundamentals, Financial and Socio-Political Factors, Technical Analysis; Tax Treatment of Foreign Exchange Gains and Losses.


Suggested Readings:


1.Sharan: International Financial Management, Prentice Hall of India, N.Delhi.


2.Shapiro: Multinational Financial Management, Prentice Hall of India, N. Delhi.


3.Paul Einzip: A Textbook on Foreign Exchange.


4.Maurice D.Levi: International Finance, McGraw Hall, N.Y.


5.A. Buckley: Multinational Financial, Prentice Hall of India, New Delhi.


6.Paul Roth: Mastering Foreign Exchange and Money Markets, Pitman, London.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


FM-305: Working Capital Management


Time: 3 Hours


Max.Marks:100 External: 70 Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The objective of the course is to acquaint the students with the importance of the working capital and the techniques used for effective working capital management.


Course Contents


Concept of Working Capital Management, Importance of Working Capital, Kinds of Working Capital, Factors Determining Working Capital, Estimating Working Capital Requirements; Management of Cash- Motives for Holding Cash and marketable securities; Cash System, Managing the Cash Flow. Types of Collection Systems. Cash Concentration Strategies, Disbursement Tools, Investment in Marketable Securities; Forecasting Cash Flows; Managing Corporate Liquidity and Financial Flexibility; Measures of Liquidity, Determining the Optimum Level of Cash Balances- Baumol Model, Bernek Model, Miller-Orr Model, Stone Model; Receivable Management – Determining the Appropriate Receivable Policy, Marginal Analysis, Credit Analysis and Decision Analysis; Inventory Management-kinds of Inventories, Benefits and Costs of Holding Inventories, Inventory Management and Valuation. Inventory Control Models, Short-term Financing; Programming Working Capital Management; Integrating Working Capital and Capital Investment Process.


Suggested Readings:


1.Bhalla, V.K.: Working Capital Management, Text and Cases, 4th ed., Delhi, Anmol, 2001.


2.Hampton J.J. and C.L.: Wagner Working Capital Management, John Wiley & Sons, 1989.


3.Mannes, T.S. and J.T. Zietflow: Short-term Financial Management, West Pub. Co., 1993.


4.Scherr, F.C.: Modern Working Capital Management, Prentice Hall, 1989.


5.Smith, Keith V. and G.W. Gallinger: Readings on Short-term Financial Management 3rd ed., West Pub. Co., 1988.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


FM-306: Management of Financial Institution


Time: 3 Hours


Max.Marks:100
External: 70
Internal: 30

Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The objective of this course is to discuss the specific financial management problems of financial institutions including a detailed study of the working of the leading financial institutions in India.


Course Contents


The Nature and Role of Financial System; Evaluating Risks and Returns of Assets and Liabilities of Financial Institutions; Interest Rate Analysis; Interest Rates in the Financial System; Yield Curve; Risk and Inflation; Provisions of RBI’s Operations; Credit and Monetary Planning; Insurance Companies; Thrift Institutions; Capital Adequacy and Capital Planning; Strategy of Growth; Problems of Time and Cost Over Runs; Financial Planning of Financial Institutions; Financial Goals and Performa Statements; Development Banks; Role of Development Banking in Industrial Financing in India; Objectives and Functions of Different Financial Institutions in India Like IFCI, ICICI, IDBI, UTI, LIC, Mutual Funds, International Aspects of Financial Institutions.


Suggested Readings:


1.Rose, Peter S. and Fraser, Donald R.: Financial Instructions. Ontario, Irwin Dorsey, 1985.


2.Vij, Madhu: Management of Financial Institutions in India, New Delhi. Anmol, 1991.


3.Yeager, Fred C. and Seitz, Nail E.: Financial Institution Management: Text and Cases. 3rd ed., Englewood Cliffs, New Jersey, Prentice Hall Inc., 1989.


4.Bhole L.M.: Management of Financial Institutions, Tata McGraw Hill, 2001.


5.Khan M.Y.: Indian Financial System, Tata McGraw Hill, 2000.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


FM-307: Security Analysis and Investment Management


Time: 3 Hours


Max.Marks:100 External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The objective of this course is to impart knowledge to students regarding the theory and practice of Security Analysis and Portfolio Management.


Course Contents


Investment –return and risk; Operations of Indian Stock Market; New Issue Market; Listing of Securities, OTCEI.


Cost of investing in securities; mechanics of investing; markets and brokers; investment companies; market indices and return.


Objectives of security analysis; investment alternatives; valuation theories of fixed and variable income securities; government securities; non-security forms of investment; real estate in investment; investment instruments of the money market; Fundamental and technical approach, efficient market theory; recent developments in the Indian stock Market.


Suggested Readings:


1.Pandian: Security Analysis and Portfolio Management, Vikas Publishing House, New Delhi.


2.Raman: Investment; Principles and Techniques, Vikas Publishing House, New Delhi.


3.Fischer, Donald E. and Jordan, Ronald J.: Security Analysis and Portfolio Management, Prentice Hall of India, New Delhi.


4.Fuller, Russell J. and Farrell, James L.: Modern Investment and Security Analysis. New York, McGraw Hill.


5.Sharpe, William F. etc.: Investment, New Delhi, Prentice Hall of India, 1997.


6.Alexander, Forden J. and Bailey, Jeffery V.: Investment Analysis and Portfolio Management, Dryden Press, Thomson Learning, Bombay.


7.Machiraju, H.R.: Indian Financial System. Vikas Publishing House, New Delhi.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


Specialization- HRM


HRM-301: Management of Industrial Relations


Time: 3 Hours


Max.Marks:100


External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


Organizational efficiency and performance are intricately interlinked with industrial relations. This course is an attempt to appreciate the conceptual and practical aspects of industrial relations at the macro and micro levels.


Course Contents


Industrial relations perspectives; Industrial Relations and the emerging socio-economic scenario; Industrial Relations and the State; Legal Framework of Industrial Relations; Role of trade unions; Trade union and the employees; Trade union and the management; Discipline and grievance management; Negotiation and collective settlements; Participative management and co- ownership; Productive bargaining; Employee empowerment and quality management; Industrial relations and technological cnage; ILO and industrial relations.


Suggested Readings:


1.Kochan, T.A. & Katz Henry: Collective Bargaining and Industrial Relations, 2nd ed., Homewood, Illinois, Richard D Irwin, 1988.


2.Mamkottam, K: Trade Unionism, Myth and Reality, Oxford University Press, New Delhi, 1982.


3.Niland, J.R. etc: The future of Industrial Relations, Sage, New Delhi, 1994.


4.Papola, T S & Rodgers, G.: Labour Institutions and Economic Development in India, ILO, Geneva, 1992.


5.Ramaswamy, E.A. - The Rayon Spinners: The Strategic Management of Industrial Relations, Oxford University Press, New Delhi, 1994.


6.Virmani, B.R.: Participate Management vs. Collective & Webb, Beatrice. Industrial Democracy, Longman, Melbourne, 1987.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


HRM-304: Compensation Management


Time: 3 Hours


Max.Marks:100


External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The Course is designed to promote understanding of issues related to the compensation or rewarding human resources in the corporate sector, public services and other forms of organizations and to impart skills in designing, analyzing and restricting reward management systems, policies and strategies.


Course Contents


Understanding of economic theory related to reward management; Competitive imperatives: productivity, quality, service, speed, learning; planning for improved competitiveness; differentials; Internal and external equity in compensation systems; Understanding and compensation packages compensation of chief executives, senior mangers, R & D Staff, etc.; Understanding different components of compensation packages; compensation practices of multinational corporations and strategic compensation systems; Statutory provisions governing different components of reward systems; Working of different institutions related to reward system like wage boards, pay commissions.


Suggested Readings:


1.Armstrong, Michel and Murlis, Helen: Reward Management: a Handbook of Salary Administration, London, Kegan Paul, 1988.


2.Bergess, Lenard R.: Wage and Salary Administration, London, Charles E- Merril, 1984.


3.Capeman, George: Employees Share Ownership, New York Kogan Page, 1991.


4.Hart, Robert A.: Economics of Non-Wage Labor Costs, London, George Allen and Unwin, 1984.


5.Henderson, Richard I.: Compensation Management: Rewarding Performance, 6th ed., Englewood Cliffs. Prentice Hall Inc., 1994.


6.Micton, Rock: Handbook of Wage and Salary Administration, 1984.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


HRM-305: Managing Interpersonal and Group Process


Time: 3 Hours


Max.Marks:100


External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. They would be one question in the form of case study. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The purpose of this course is to advance understanding regarding interpersonal and group process and help the students to examine and develop process facilitation skills mainly through laboratory and other experience-based methods of learning.


Course Contents


Group as a medium of learning: Developing and change; Group cohesiveness; Influence process; Interpersonal communication Interpersonal awareness and feedback process; Interpersonal trust; Group decision-making; Group synergy; Team building; Fundamental interpersonal relations orientation (FIRO-B); Career roles and identity; Competition and cooperation.


Suggested Readings:


1.Bennis, W.G.: Essay in Interpersonal Dynamics, U.S.A., Dorsey Press, 1979.


2.Kolb, D. etc.: Organizational Behavior: An Experiential Approach, 5th ed., Englewood Cliffs, New Jersey, Prentice hall Inc., 1991.


3.Kolb, D. etc.: Organizational Behaviour: Practical Readings for Management, 5th ed., Englewood Cliffs, New Jersey, Prentice Hall Inc., 1991.


4.Mainiero, L.A. & Tromley C.L.: Developing Managerial Skills in OB, New Delhi, Prentice Hall of India, 1985.


5.Moore, M.D. etc.: Inside Organizations: Understanding the Human Dimensions, London, Sage, 1988.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


HRM-306: Human Resource Planning and Development


Time: 3 Hours


Max.Marks:100


External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. They would be one question in the form of case study. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The objective of this paper is to develop a conceptual as well as a practical understanding of Human Resource Planning, Development and Development in organizations.


Course Contents


Micro level manpower planning and labour market analysis; Organizational human resource planning; Workforce flow mapping; Age and grade distribution mapping; Models and techniques of manpower demand and supply forecasting; Behavioral factors in human resource planning- Wastage analysis; Retention; Redeployment and exit strategies; Career Management and career planning; Performance planning; Potentials appraisal and career development: HRD Climate; Culture; QWL; HRD strategies; HRD in Strategic organizations; Human resource information system; Human resource valuation and accounting.


Suggested Readings:


1.Arthur, M.: Career Theory Handbook, Englewood Cliffs, Prentice Hall Inc., 1991.


2.Belkaoui, A.R. and Belkaoui, J.M.: Human Resource Valuation: A Guide to Strategies and Techniques, Greenwood, Quorum Books, 1995.


3.Dale, B.: Total Quality and Human Resources: An Executive Guide, Oxford, Blackwell, 1992.


4.Greenhaus, J.H.: Career Management, New York, Dryden, 1987.


5.Kavanagh, M.J. etc.: Human Resource Information System: Development and Applications, Boston, PWS-Kent, 1993.


6.Mabey, C and Salama, G.: Strategic Human Resource Management, Oxford, Blackwell, 1995.


7.Thomson, R and Mabey, C.: Developing Human Resource, Oxford, Butterworth- Heinemann, 1994.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


Specialization Marketing


MM-301: Advertising Management


Time: 3 Hours


Max.Marks:100


External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. There would be one question in the form of case study. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The aim of the paper is to acquaint the students with concepts, techniques and give experience in the application of concepts for developing an effective advertising programme.


Course Contents


Advertising: Concepts, Types, forms and Importance. Role of advertising in the Marketing Process: Legal, Ethical and Social Aspects of Advertising: Process of Communication, Theory of Cognitive Dissonance and Clues for Advertising Strategist: Stimulation of Primary and Selective Demand – Advertising, Planning and Objective, Setting: Dagmar Approach. Determination of Target Audience; Building of Advertising Programme – Message, Headlines, Copy, Logo, Illustration, Appeal, Layout; Campaign Planning; Media Planning; Budgeting; Evaluation- Rationale of Testing Opnion and Aptitude Tests, Measurement of Advertising Effectiveness; Advertising Organization- Selection, Compensation and Appraisal of an Agency; Electronic Media Buying. Advertising and Consumer Behavior: Role of Creativity in Advertising.


Suggested Readings:


1.Belch George E and Belch, Michael A.: Introduction to Advertising and Promotion, 3rd ed., Chicago, Irwin, 2002.


2.Arens and Bovee: Contemporary Advertising, Irwin, 1995.


3.Sandage and Fryberger: Advertising, AITBS, Delhi, 2000.


4.Batra, Rajeev, Myers, Johan G. and Aaker, David A.: Advertising Management, 4th ed., New Delhi, Prentice Hall of India, 2002.


5.‘O’ Guinn: Advertising & Integrated Brand Production, Vikas Publishing House, New Delhi.


6.Kleppner, Otto: Advertising Procedure, Englewood Cliffs, New Jersey, Prentice Hall Inc., 1986.


7.Wells, William Burnett, John & Moriarty Sandara, PHI, 2002.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


MM-302: Sales Management


Time: 3 Hours


Max.Marks:100
External: 70

Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. There would be one question in the form of case study. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The purpose of this paper is to acquaint the students with concepts which are helpful in developing a sound sales and distribution policy and in organizing and managing sales force and marketing channels.


Course Contents


Nature, Scope and Objectives of Sales Management; Theories of selling; Functions of Sales Manager; Selling Operations; Personal selling; Salesmanship; Sales forecasting; Determination of size of sales force; Sales organization: Recruitment and conducting sales training programmes; Designing and Administering Compensation plan; Motivation and supervising sale personal; Sales Meetings and contests; Designing Territories and allocating sales efforts; Sales Quota, Sales evaluation programme, Sales budgeting and Control; International Sales Management.


Suggested Readings:


1.Anderson, R. &Hair: Professional Sales Management, Tata McGraw Hill, New Delhi, 2000.


2.Manning & Reece: Selling Today, Pearson Education Asia, 8th Edition.


3.Dalrymple, D.J.: Sales Management: Concepts and Cases, New York, John-Wiley, 1989.


4.Still, R & Govoni: Salws Management, Prentice Hall Inc., 1988.


5.

Lancaster & Jobber: Selling and Sales Management, Macmillan India, 3rd Edition.


6.Calvin: Sales Management, Tata McGraw Hill, New Delhi.


7.Futrell, Charles: Sales Management. Thomson Learning, Mumbai.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


MM-303: Product and Brand Management


Time: 3 Hours


Max.Marks:100


External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. There would be one question in the form of case study. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The objective of this course is to impart in-depth knowledge to the students regarding the theory and practice of Product and Brand Management.


Course Contents


Product Planning and Management: Product concepts and levels; products line and mix decisions; Products life cycle and marketing strategy implications.


New Product Development Process: Developing Product Strategy; Financial Analysis of Product Management.


Branding Strategies: Importance of branding; Branding terminology; Basic branding concepts- Brand awareness, brand personality, brand image, brand identity, brand loyalty, brand equity; Product versus Corporate Branding.


Major Branding Decisions: Selecting a brand name; Brand extension decision; Family versus individual brand names, multiple branding; private versus national branding, Handling brand name changes.


Brand positioning and Re-launch: Brand building and communication.


Branding in specific sectors: Customer, industrial, retail, service brands, E-branding, Branding for international marketing.


Brand Equity- Sources & Benefits, Designing Marketing Programme to built brand equity, Measurement of Brand Equity.


Suggested Readings:


1.Lehmann, Donald R. and Winer, Russel S.: Product Management, Tata McGraw Hill, 3rd edition, 2002.


2.Aaker, David, A.: Managing Brand Equity, New York, Free Press, 1991.


3.Cowley, Don: Understanding Brands, London, Kogan Pages, 1991.


4.Czemiawskd, Richard D. & Michael W. Maloney: Creating Brand Loyalty, AMACOM, NY, 1999.


5.Kapferer, J N.: Strategic Brand Management, New York, Free Press, 1992.


6.Up Shaw, Lyth B.: Building Brand Identity: A Strategy for Success in a Hostile Market place, New York, John Wiley, 1995.


7.Keller, Kevin Lana: Strategic Brand Management, Prentice Hall, 1998.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.


MM-304: Consumer Behavior


Time: 3 Hours


Max.Marks:100


External: 70


Internal: 30


Note: - The examiner will set eight questions in all. Question No.1, comprising of seven short answer type questions, shall be compulsory. In all, the students would be required to attempt five questions. All Questions will carry equal marks.


Objectives


The basic objective of this course is to develop an understanding about the consumer decision- making process and its applications in marketing function of firms.


Course Contents


Introduction to Consumer Behavior, Consumer Behavior and Marketing strategy; Consumer Involvement and Decision-making; Information search process; Evaluative criteria and decision rules; consumer motivation, Information Processing and Consumer Perception; consumer attitude and attitude change; influence of personality and Self-concept on buying behavior; Psycho-graphics and Lifestyle; influence of culture, subculture and social class; Reference group influence; Diffusion-making; Industrial Buying Behavior; Models of Consumer Behavior; Consumer Behavior Audit.


Suggested Readings:


1.Assael, H.: Consumer Behavior and Marketing Action, Asian Books Pvt. Ltd., New Delhi, 2001.


2.Engle, J.F. etc.: Consumer Behavior, Chicago, Dryden Press, 1993.


3.Hawkins, D.L. etc.: Consumer Behavior: Implications for Marketing Strategy, TMH, 2002.


4.Schiff man, LG and Kanuk, L.L.: Consumer Behavior. New Delhi, Prentice Hall of India, 1994.


5.Loudon & Loudon: Consumer Behavior, TMH, New Delhi.


6.Soloman, Michael E.: Consumer Behavior; Buying; Having, Being PHI/Pearson Edu. New Delhi.


The list of cases and specific references including recent articles will be announced in the class at the time of launching of the course.

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