UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
MBA (OL) Scheme and Syllabus
SEMESTER-I
S. No.
Course Code
Name of the Course
Credit
1
OMBA-111
Principles and Practices of Management
4
2
OMBA-112
Accounting for Managerial Decisions
4
3
OMBA-113
Economics for Managers
4
4
OMBA-114
Business Environment
4
5
OMBA-115
E- Commerce
4
SEMESTER-II
S. No.
Course Code
Name of the Course
1
OMBA-121
Emerging Business Law
2
OMBA-122
Business Research Methods
3
OMBA-123
Marketing Management
4
OMBA-124
Business Analytics
5
OMBA-125
Operations Management
SEMESTER-III
S. No.
Course Code
Name of the Course
Credit
1
OMBA-231
Strategic Management
4
2
OMBA-232
Supply Chain Management
4
3
OMBA-233
Financial Statement Analysis
4
4
OMBA-234
Specialization 1- Paper 1
4
5
OMBA-235
Specialization 2- Paper 1
4
SEMESTER-IV
S. No.
Course Code
Name of Course
Credit
1
OMBA-241
Entrepreneurship Development
4
2
OMBA-242
Corporate Governance
4
3
OMBA-243
Specialization 1- Paper 2
4
4
OMBA-244
Specialization 2- Paper 2
4
5
OMBA-245
Project work
4
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
The List of Specializations for Semesters III and IV
(Students will have to select any one specialization from given groups)
Group
Specializations
Group A
Marketing Management
Group B
Financial Management
Group C
Human Resource Management
Group D
Business Analytics
Specialization
Paper
Name of Course
A
Marketing Management
1-Semester-III
Sales and Distribution Management
2-Semester-III
Integrated Marketing Communication &
Brand Management
3-Semester-IV
Consumer Buying Behavior
4- Semester-IV
Marketing Research
B
Financial Management
1-Semester-III
Corporate Financial Management
2-Semester-III
Security Analysis, Portfolio and Risk
Management
3-Semester-IV
Wealth Management & Investment
Environment
4- Semester-IV
Risk Management
C
Human Resource
Management
1-Semester-III
Training & Development Practices
2-Semester-III
Performance & Compensation
Management
3-Semester-IV
Industrial Relations & Labor Laws
4- Semester-IV
HRM Planning, Bargaining and
Negotiation Process
D
Business Analytics
1-Semester-III
Big Data Analytics in Business
2-Semester-III
R Programming for Business
3-Semester-IV
Marketing & Social Media Analytics
4- Semester-IV
Python Programming & Data
Visualization
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-111
Credit
4
Year/Semester
1/1
L-T-P
4-0-0
Course Name
Principles and Practices of Management
Objectives of the Course
● To understand how an organization functions, and in understanding the complexity and wide
variety of issues managers face in today’s business firms.
● To discuss the various concepts of planning, Decision making and controlling to help solving
managerial problems.
● To study and understand management concepts and styles in Global context.
● To familiarize the students with the contemporary issues in management.
UNIT-I: Evolution of management thought, systems and contingency approach for understanding
organizations, managerial processes, functions, skills and roles in an organization
UNIT-II: Social responsibility of business, Scope and challenges of CSR in Indian scenario,
Management practices from past to present, Different levels of management, Managerial skills,
Roles & Functions, Manager and Business environment.
UNIT-III: Planning- Objective of planning, planning process, Types of planning, Types of plans,
Corporate planning, Management by Objective, Decision-making- types, process & techniques,
making decision effective.
UNIT-IV: Organizing & staffing- Meaning of organization, types of organization, Organization
structure, Span of management, Line and staff relationship, Departmentation, Delegation-
Centralization and decentralization of authority, Meaning of staffing, Recruitment, selection &
placement, Training & development.
UNIT-V: Directing & Controlling- Principle of directing, Essence of coordination, Basic control
process, Different control techniques, Management by exception
Course Outcomes (CO)
CO1 Developing understanding of managerial practices and their perspectives.
CO2 Applying planning and managerial decision-making skills.
CO3 Comprehend and practice Indian Ethos and Value Systems.
CO4 Applying value-based management and ethical practices.
Books for References:
1. Koontz Harold & Weihrich Heinz – Essentials of management (Tata McGraw Hill, 5
th
Edition,
2008).
2. Dr. Premvir Kapoor, Principles and Practices of Management, Khanna Publishing House, Delhi.
3. Robbins & Coulter - Management (Prentice Hall of India, 9th Edition).
4. Robbins S.P. and Decenzo David A. - Fundamentals of Management: Essential. Concepts and
Applications Pearson Education, 6th Edition.
5.Weihrich Heinz and Koontz Harold- Management: A Global and Entrepreneurial Perspective.
6. James F.Stoner, et al, Management, Pearson Education Delhi, 2008.
7. Principles of Management, George R. Terry & S.G. Franklin, AITBS, Delhi.
8. L. M. Prasad- Principles and Practices of Management, Sultan Chand & Sons, 7 th Edition, 2007.
9. N. M. Khandelwal - Indian Ethos & Values for Management- Himalaya Publishing.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-112
Credit
4
Year/Semester
1/1
L-T-P
4-0-0
Course Name
Accounting For Managerial Decision
Objectives of the Course
● To understand the concepts, methods, and techniques of management accounting.
● To discuss the usage in managerial decision making and control.
UNIT-I: Introduction to Accounting
Management accounting as an area of accounting; objectives, nature and scope of financial
accounting, cost accounting and management accounting; Management accounting and managerial
decisions; Management accountant’s position, role, and responsibilities, Accounting Plan and
Responsibility Centres: meaning and significance of responsibility accounting; Responsibility centers
- cost center, profit center and investment center; objective and determinants of responsibility
centers
UNIT-II: Managerial Costing and Break-even Analysis
Concept of managerial cost; Marginal costing and absorption costing; cost-volume-profit
analysis; Break-even analysis; Decisions regarding sales-mix; make or buy decisions and
discontinuation of a product line etc
UNIT-III: Budgeting
Definition of budget; Essential of budgeting; Types of Budgets; functional, master etc. Fixed and
flexible budget; Budgetary control; Zero-base budgeting; Performance budgeting.
UNIT-IV: Standard Costing and Variance Analysis
Standard costing as a control technique; setting of standards and their revision; Variance analysis -
meaning and importance, kinds of variance and their uses - materials labor and overhead variance;
Disposal of variances.
UNIT-V: Contemporary Issues
Horizontal, vertical and ratio analysis; cash flow analysis. Reporting to Management: Objectives of
reporting; reporting needs at different management levels; Types of reports, models of reporting,
reporting at different levels of management.
Course Outcomes (CO)
CO1 Recognizes the importance of the application of management accounting concepts in various
managerial decision-making processes.
CO2 Understand the various cost analysis required in business functioning.
CO3 Understand standard costing and variance analysis.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Books for References:
1. Horngren, C.T. Gary l. Sundam and Williams O, Stratton: Introduction to Management
Accounting, Pearson Education, Delhi.
2. Horngren Charles T, George Foster and Srikanta M. Dattar: Cost Accounting: A Managerial
Emphasis, Pearson Education, Delhi.
3. Banerjee Bhabatosh: Management Accounting.
4. Anthony, Robert: Management Accounting, Tarapore-wala, Mumbai.
5. Barfield, Jessie, Ceily A. Raiborn and Michael R. Kenney: Cost Accounting: Traditions and
Innovations, South Western College Publishing, Cincinnati, Ohlo.
6. Decoster, Don T and Elden L. Schafer: Management Accounting: A Decision emphasis, John Wiley
and Sons Inc, New York.
7. Garrison, Ray H. and Eric W. Noreen: Management Accounting, Richard D.Irwin, Chicago.
Jawaharlal: Adv. Management Accounting, S. Chand, New Delhi.
8. Hansen, Don R. and Maryanne M. Moreen: Management Accounting, South-Western College,
Publishing, Cincinnati, Ohlo.
9. Lall, B. M., and I. C. Jain, Cost Accounting: Principles and Practices, PH, Delhi.
10. Pandey, I.M.: Management Accounting, Vani Publication, Delhi.
11. Welsch Glenn A., Ronald W. Hilton and Poul N. Gordon: Budgeting Profit Planning and Control,
PH Delhi.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-113
Credit
4
Year/Semester
1/1
L-T-P
4-0-0
Course Name
Economics For Managers
Objectives of the Course
● To understand the relative importance of Managerial Economics.
● To discuss the managerial perspective to economic fundamentals and aids to decision making
under a given environment.
● To understand the modern managerial decision rules and optimization techniques.
● To learn the tools necessary in analysis of consumer behavior as well as in forecasting product
demand.
UNIT-I: Basic Concepts and principles
Definition, Nature and Scope of Economics, MicroEconomics and Macroeconomics, Managerial
Economics and its relevance in business decisions. Fundamental Principles of Managerial Economics
– Incremental Principle, Marginal Principle, Marginal Concept and Optimization, Concept of Time
Perspective, Equi-marginal Principle, Utility Analysis, Cardinal Utility and Ordinal Utility.
UNIT-II: Demand and Supply Analysis
Theory of Demand, Types of Demand. Determinants of demand, Demand Function, Demand
Schedule, Demand curve, Law of Demand, Exceptions to the law of Demand, Shifts in demand
curve, Elasticity of Demand and its measurement. Price Elasticity, Income Elasticity, Cross
Elasticity, Indifference Curve Theory, Income and Substitution effects, Revealed Preference
Approach and Demand Forecasting, Demand Estimation, Demand forecasting: meaning,
significance and methods.
UNIT-III: Production and cost Analysis
Production concepts & analysis; Production function, Types of production function, Laws of
production: Law of diminishing returns, Stages of Production, Law of returns to scale. Cost concept
and analysis: Cost, Types of costs, Cost output relationship in the short-run; Cost output relationship
in the Long- run. Estimation of Revenue. Average Revenue, Marginal Revenue
UNIT-IV: Market structures
Perfect and Imperfect Market Structures, Perfect Competition, features, Pure Competition & Perfect
Competition, determination of price under perfect competition. Monopoly: Feature, pricing under
monopoly, Price Discrimination. Monopolistic: Features, pricing under monopolistic competition,
product differentiation.
UNIT-V: National Income
Concepts and various methods of its measurement, Says Law of Market, Consumption, Keynes’
Psychological Law of Consumption, Theories of Consumption, Investment, Decision to invest,
Marginal Efficiency of Capital and Rate of Interest, Inflation, Causes and effects, Fiscal Policy,
Monetary Policy.
Course Outcomes (CO)
CO1 Describe and judge how firms make the factors that determine these decisions.
CO2 Understand Demand and Supply Analysis.
CO3 Identifies the Production and cost Analysis.
CO4 Evaluate the Market structures.
Books for References:
1. Adhikary, M. Business Economics, New Delhi, Excel Books, 2000.
2. Baumal, W.J. Economic Theory and Operations Analysis, New Delhi, Prentice Hall Inc., 1996.
3. Chopra, O.P. Managerial Economics, New Delhi Tata McGraw Hill, 1995.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
4. Keat, Paul G & Philips K.Y. Young, Managerial Economics, Prentice Hall, New Jersey, 1996.
5. Koutsoyiannis, A. Modern Microeconomics, New York, Macmillan, 1991.
6. Shapiro, Edward J. Macro-Economic Analysis, Galgotia Publication, 2013.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-114
Credit
4
Year/Semester
1/1
L-T-P
4-0-0
Course Name
Business Environment
Objectives of the Course
● To develop understanding and provide knowledge about the business environment to the
management students.
● To promote basic understanding on the concepts of Business Environment and to enable them
to realize the impact of the environment on Business.
● To provide knowledge about the Indian and international business environment.
UNIT-I: Introduction: Business
Meaning, Definition, Nature & Scope, Objectives of Business: Economic & Social, Types of Business
Organizations, Business Environment- Meaning, Characteristics, Scope and Significance, Components
of Business Environment. Introduction to Micro-Environment Internal Environment: Value system,
Mission, Objectives, Organizational Structure, Organizational Resources, Company Image, Brand
Equity External Environment: Firm, customers, suppliers, distributors, Competitors, Society.
UNIT-II: Economic, Political and Legal environment
Role of government in Business, Legal framework in India, Economic environment- economic
system and economic policies. Concept of Capitalism, Socialism and Mixed Economy, Impact of
business on Private sector, Public sector and Joint sector
UNIT-III: Social and Cultural Environment
Nature, Impact of foreign culture on Business, Traditional Values and its Impact, Social Audit and Social
Responsibility of Business, Competitive Environment – Meaning, Michael Porter’s Five Forces Analysis,
Competitive Strategies. Introduction to Industrial Policy Resolutions
UNIT-IV: Natural and Technological Environment
Innovation, technological leadership and followership impact of technology on globalization, transfer
of technology, time lags in technology introduction, Status of technology in India; Management of
technology; Features and Impact of technology
UNIT-V: Act and Policies
Competition Act and FEMA, Monetary and fiscal policies RBI-Role and functions, Regulations
related to Capital Markets, Role of SEBI and working of stock Exchanges.
Course Outcomes (CO)
CO1 Familiarize with the nature of the Business Environment and its components.
CO2 Able to demonstrate and develop conceptual framework of Business Environment and generate
interest in business.
CO3 Outline how an entity operates in a Business Environment.
Books for References:
1. Environmental Studies, M.P. Poonia & S.C. Sharma, Khanna Publishing House, Delhi.
2. Business Environment: Test and Cases, Paul, McGraw Hill Education, 3rd Ed.
3. Business Environment - Francis Cherunilam, Himalaya Publishing House.
4. V. Neelamegam - Business Environment, Vrinda Publications , 2nd Edition.
5. Shaikh & Saleem - Business Environment (Pearson, 2nd Edition).
6. International Business Environment Ian Brooks, Jamie Weatherstom and Graham Wilkinson.
7. Dr. Rimpi, A Textbook of Environment Sciences, Khanna Publishing House.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-115
Credit
4
Year/Semester
1/1
L-T-P
4-0-0
Course Name
E- Commerce
Objectives of the Course
● To enable students to gain knowledge about E-commerce and its various components.
● To discuss Business Models of E-commerce and Infrastructures.
● To understand Business to Consumer E-Commerce.
● To discuss Electronic Payment Systems.
UNIT-I: Introduction to E-commerce
Meaning and concept; Electronic commerce versus traditional commerce; Media convergence and e-
business; Channels of e-commerce; Business applications of e- commerce; Need for e-commerce.
UNIT-II: Business Models of E-commerce and Infrastructures
E- commerce models; Supply chain management, Product and service digitization, remote
servicing pronouncement; Online marketing and advertising; E-commerce resources and
infrastructures.
UNIT-III: Business to Consumer E-Commerce
Cataloging order planning and order generation, cost estimation and pricing; order receipt and
accounting order selection and prioritization; order scheduling; order fulfilling and delivery; order
billing and payment management; post sales services. Business to Business E-Commerce: Need and
alternative models of B2B e-commerce.
UNIT-IV: Securities Issues in E-commerce
Security risks of e-commerce, exposure of resources, types of threats, sources of threats, security
tools and risk management approach, ecommerce security and a rational security policy for e-
commerce, Corporate Digital Library; I.T Act 2000. Regulatory and Legal Framework of E-commerce.
UNIT-V: Electronic Payment Systems
Special features required in payment systems for ecommerce; Types of e-payment systems; E-cash
and currency services; e-cheques, credit cards, smart cards, electronic purses and debit cards;
Business issues and economic implications; Operational credit and legal risks of e-payment systems.
Course Outcomes (CO)
CO1 To understand the significance of E- Commerce and its applications in Business.
CO2 To discuss Regulatory and Legal Framework of E-commerce.
CO3 To explain alternative models of B2B e-commerce.
CO4 To analyze E-commerce resources and infrastructures.
Books for References:
1. Agrawala K.N and Deeksha Agrawala: Business on the net: what’s how of E-commerce; MacMillan,
New Delhi.
2. Janal D.S.: Online Marketing Handbook, Wiley, New York.
3. Agrawala K.N. and Deeksha Agrawala: Business on the Net: Bridge to the online storefront:
Macmillan, New Delhi.
4. Cady, Glcc Harrab and Mogregor Pat: Mastering the internet, BPB Publication, New Delhi.
5. Diwan Prag and Sunil Sharma: Electronic Commerce-A Manager’s Guide to E-Business, Vanity
Books international Delhi.
6. Kosice David: Understanding Electronics Commerce, Microsoft Press, Washington.
7. Minoli and Minoli; Web Commerce Technology Handbook, Tata McGraw Hill, New Delhi.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-121
Credit
4
Year/Semester
1/2
L-T-P
4-0-0
Course Name
Emerging Business Law
Objectives of the Course
● To understand Laws Relating to Intellectual Property.
● To discuss Laws Relating to Competition & Consumer Protection.
● To study and understand Laws Relating to Information.
UNIT-I: Laws Relating to Intellectual Property
Concept & development of intellectual property law in India. Laws & Procedure relating to patents,
trademarks, copyrights, geographical indications. Overview of laws relating to other intellectual
property rights: Intellectual property appellate board.
UNIT-II: Laws Relating to Competition & Consumer Protection
Concepts of completion, competition Act, 2002. Anti-competitive agreements, abuse of dominant
position. Combination, regulation of combination, competition commission of India, Compliance
of competition law. Consumer Protection in India, Consumer Protection Act, 1986: Rights of
Consumers, Consumer Disputes. Reversal Agencies.
UNIT-III: Laws Relating to Information
Right to Information Act, 2005, Definition, Right to information, Obligation of public authorities,
request, exemption from disclosure of information, grounds for disclosure of information grounds
for rejection to access in certain cases. Central information commission-its constitution, terms of
office, conditions appeals & penalties
UNIT-IV: Laws Relating to Policies and Act
FEMA-1999, EXIM policies-2002, Patent Act, Trademark Act, CopyRight Act Unit- V: Cyber Laws and
Consumer Protection Act, 1986, Securities and Exchange Board of India (Amendment) Act - 2002,
Indian Companies (Amendment) Act-2002, IT Act-2000
Course Outcomes (CO)
CO1 The course aims to acquaint the students with knowledge & understanding of emerging business
laws.
Books for References:
1. Bulchandani KR – Business Laws – Himalaya Publishing House
2. N. D. Kapoor- Mercantile Law- Sultan Chand & Sons.
3. Maheswari, Maheswari – A Manual of Business Law – Himalaya
4. Corporate Laws, S.K. Kapoor, Taxman Publication
5. SEBI Act- 1992
6. FEMA ACT 1999
7. MRTP ACT 1669
8. Consumer Protection Act-1986
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMB A-122
Credit
4
Year/Semester
1/2
L-T-P
4-0-0
Course Name
Business Research Methods
Objectives of the Course
● Understand the concept/fundamentals of research and their types.
● Understand the practical application of various research techniques.
● Understand the importance of scaling & measurement techniques and sampling techniques
● Understand the importance of coding, editing, tabulation and analysis in doing research.
● Understanding and applying the concept of statistical analysis which includes various
parametric tests and non-parametric tests and ANOVA technique and understanding
technique of report writing.
UNIT-I: Research
Definition, Meaning, Importance types and Qualities of Research; Research applications in functional
areas of Business, Emerging trends in Business research. Research & the Scientific Method:
Characteristics of scientific method. Steps in Research Process Concept of Scientific Enquiry: –
Formulation of Research Problem – Management Question – research Question – Investigation
Question Research Proposal – Elements of a Research Proposal, Drafting a Research Proposal,
evaluating a research proposal.
UNIT-II: Research design
Concept, Features of a good research design, Use of a good research design; Qualitative and
Quantitative research approaches, Comparison – Pros and Cons of both approaches. Exploratory
Research Design: Concept, Types: Qualitative techniques – Projective Techniques, Depth
Interview, Experience Survey, Focus Groups, Observation. Descriptive Research Designs:
Concept, types and uses. Concept of Cross-sectional and Longitudinal Research Experimental
Design: Concept of Cause, Causal relationships, Concept of Independent & Dependent variables,
concomitant variable, extraneous variable, Treatment, Control group.
UNIT-III: Scaling & Measurement Techniques
Concept of Measurement: Need of Measurement; Problems in measurement in management research
– Validity and Reliability. Levels of measurement – Nominal, Ordinal, Interval, Ratio. Attitude Scaling
Techniques: Concept of Scale – Rating Scales viz. Likert Scales, Semantic Differential Scales, Constant
Sum Scales, Graphic Rating Scales – Ranking Scales – Paired comparison & Forced Ranking – Concept
and Application.
UNIT-IV: Sampling
Basic Concepts: Defining the Universe, Concepts of Statistical Population, Sample, Characteristics of
a good sample. Sampling Frame (practical approach for determining the sample frame expected),
Sampling errors, non-Sampling errors, Methods to reduce the errors, Sample Size constraints, Non
Response. Probability Sample: Simple Random Sample, Systematic Sample, Stratified Random
Sample, Area Sampling & Cluster Sampling. Non-Probability Sample: Judgment Sampling,
Convenience Sampling, Purposive Sampling, Quota Sampling & Snowballing Sampling methods.
Determining size of the sample – Practical considerations in sampling and sample size, sample size
determination.
UNIT-V: Data Analysis
Editing, Coding, Tabular representation of data, frequency tables, Construction of frequency
distributions, Graphical Representation of Data: Appropriate Usage of Bar charts, Pie charts,
Histogram. Hypothesis: Qualities of a good Hypothesis – Framing Null Hypothesis & Alternative
Hypothesis. Concept of Hypothesis Testing – Logic & Importance. Test of Significance: Small sample
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
tests: t-test (Mean, proportion) and F tests, Z test, Cross tabulations, Chi-square test; Analysis of
Variance: One way and two‐way Classifications. Mechanism of Report Writing - Report Preparation:
Types, Report Structure: preliminary section, main report, interpretation of results, suggestions and
recommendations, limitations of the study, Report formulation.
Course Outcomes (CO)
CO1 Knowledge of concepts / fundamentals for different types of research.
CO2 Applying relevant research techniques.
CO3 Understanding relevant scaling & measurement techniques and should use appropriate
sampling techniques.
CO4 Synthesizing different techniques of coding, editing, tabulation and analysis in doing research.
Books for References:
Textbook:
1. Research Methodology, Deepak Chawla, Neena Sondhi, Vikas Publication
2. Business Research Methods, Naval Bajpai, Pearson Education
Reference Book:
1. Research Methodology, C R Kothari, New Age International.
2. Business Research Methods by Donald Cooper & Pamela Schindler, TMGH, 9th Edition.
3. Business Research Methods by Alan Bryman & Emma Bell, Oxford University Press, 2
nd
Edition.
4. Business Research Methods by T N Srivastava & Shailaja Rao, TMH Publication, 2nd Edition
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMB A-123
Credit
4
Year/Semester
1/2
L-T-P
4-0-0
Course Name
Marketing Management
Objectives of the Course
● To facilitate understanding of the conceptual framework of marketing and its applications in
decision making under various environmental constraints.
● To facilitate understanding of the conceptual framework of marketing and its applications in
decision making under various environmental constraints.
● To develop understanding on Consumer and business buying behavior.
● Develop skill to understand Segmentation, Targeting and Positioning and develop strategy.
UNIT-I: Marketing Management
Introduction, objectives, Scope and Importance, Evolution, Core Concepts, Functions of Marketing,
Marketing Orientations towards market place, Marketing Environment: Introduction, Environment
Scanning, Analyzing the Organization’s Micro Environment, Company’s Macro Environment,
Marketing Planning; Marketing - Information Systems (MIS): Introduction, MIS Subsystems, Marketing
Research and Marketing Research Process.
UNIT-II: Consumer buying behavior
Introduction, Characteristics, Factors affecting Consumer Buying Behaviour, Types of Buying
Decision Behaviour, Consumer Buying Decision Process; Business Buyer Behaviour: Introduction,
Differences between Consumer and Business Buyer Behaviour, Steps in Business Buying Decision
Process ; Segmentation, Targeting and Positioning: Introduction, Concept of Market Segmentation,
Bases for Segmenting Consumer Markets, Targeting - Meaning, Target market strategies, Market
Positioning- Meaning, Positioning Strategies.
UNIT-III: Concept of Marketing Mix
Introduction, Marketing Mix 4Ps and 4Cs’, Product Management- Introduction, Levels of Products,
Classification of Products, Product Planning, Product Life Cycle (PLC), Product Mix, Product Line,
Packaging and Labeling, New Product Development Process, Brand Management- Meaning,
Characteristics of a Good Brand, Types of Brand, Brand Positioning; Pricing- Introduction, Factors
Affecting Price Decisions, Pricing Strategies, Pricing Types, Initiating and Responding to the Price
Changes.
UNIT-IV: Distribution Management
Introduction, Need and Types of Marketing Channels, Channel Management Decisions, Physical
Distribution System, Retailing - Meaning, Types, Wholesaling - Meaning, Types, Channel Conflict,
Vertical and Horizontal Marketing System; Promotion Management- Introduction, Integrated
Marketing Communications (IMC), Communication Development Process, Promotion Mix-
Advertising- Meaning, Objectives, Types, Fundamentals of Sales Promotion, Personal Selling Process,
Public Relations, Direct Marketing.
UNIT-V: Recent Trends in Marketing
Rural Marketing- Meaning, Characteristics of Rural Market; Marketing of Services - Meaning,
Importance, Types, Service Marketing Mix; International Marketing-International Trade, International
Marketing and International Business, Differences between Domestic Marketing and International
Marketing, Modes of Entry; eMarketing - Meaning and Importance; Consumerism-Definition,
Consumer Rights, Consumer Protection Act; Customer Relationship Management-Concept and Need.
Course Outcomes (CO)
CO1 Remember and comprehend basic marketing concepts.
CO2 Understand marketing insights on application of basic marketing concepts.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
CO3Able to apply and develop marketing strategies and plans.
Books for References:
1. Enis, B.M. Marketing Classics: A selection of Influential Articles, New York, McGraw Hill, 1991.
2. Kotler, Philip and Amstrong, G. Principles of Marketing, New Delhi, Prentice Hall of India, 1997.
3. Kotler, Philip, Marketing Management: analysis, Planning, Implementation and Control, New Delhi,
Prentice Hall of India, 1994.
4. Ramaswamy, VS and Namakumari, S. Marketing Management: Planning, Control, New Delhi,
MacMillan 1990.
5. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-124
Credit
4
Year/Semester
1/2
L-T-P
4-0-0
Course Name
Business Analytics
Objectives of the Course
● To understand the significance of Summarizing Data
● To understand and apply the techniques of Sampling and Estimation
● To illustrate the steps involved in Hypothesis Testing
● To help in learning and applying the concept of Single Variable Linear Regression and
Multiple Regression
UNIT-I: Describing and Summarizing Data
Data Introduction, Types of Data, Central Tendency, Measures of Dispersion.
UNIT-II: Sampling
Sampling and Estimation Basic Probability Theory, The Binomial distribution, The normal
distribution, Samples, Population and Sampling, Central Limit Theorem, Z-Scores.
UNIT-III: Hypothesis
Hypothesis Testing Definition and types of Hypothesis, Null hypothesis H0, Alternative hypothesis
HA , testing hypothesis , test statistic , P-value.
UNIT-IV: Correlation
Single Variable Linear Regression Correlation, Simple linear regression, Linear Regression Using R.
UNIT-V: Regression
Multiple Regression Concept, The population model, Multiple regression in linear algebra notation,
Polynomial regression, Model building, Diagnostics
Course Outcomes (CO)
CO1 Explain the Types of Data
CO2 Outline the Basic Probability Theory
CO3 Describe the types of Hypotheses
CO4 Differentiate the Correlation, Simple linear regression and Multiple Regression
Books for References:
1. Bernard Marr - “Data Strategy: How to Profit from A World of Big Data, Analytics and The Internet
of Things”.
2. Victor Finch- “Data Analytics for Beginners: Your Ultimate Guide to Learn and Master Data Analysis.
Get Your Business Intelligence Right – Accelerate Growth and Close More Sales”.
3. Foster Provost & Tom Fawcett - “Data Science for Business: What You Need to Know About Data
Mining and Data-Analytic Thinking”.
4. Bernard Marr, Big Data in Practice: How 45 Successful Companies Used Big Data Analytics to
Deliver Extraordinary, Wiley.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-125
Credit
4
Year/Semester
1/2
L-T-P
4-0-0
Course Name
Operation Management
Objectives of the Course
● To understand the role of Operations in the overall Business Strategy of the firm.
● To understand the application of operations management policies and techniques to the service
sector as well as manufacturing firms.
● To identify and evaluate the key factors and their interdependence of these factors in the design
of effective operating systems.
● To understand the trends and challenges of Operations Management in the current business
environment.
● To familiarize the students with the techniques for effective utilization of operational resources
and managing the processes to produce good quality products and services at competitive prices.
UNIT-I: Production Concept
Difference between Production and Operations Management, Productivity, Work Study, Productivity
measurement, Factors affecting Productivity. Production Technology - Types of Manufacturing
processes
UNIT-II: Operations Concept Sampling
Difference between product and service, Product and service design, Characteristics of service,
Classification of service, factors affecting service operations, Service capacity planning, SERVQUAL
model of measuring service quality.
UNIT-III: Material and Inventory Management
Types of production planning, process of Production planning and control (PPC) - Routing, Scheduling,
Loading, Just-in-time (JIT), KANBAN. Types of inventories, Inventory control techniques- EOQ, ABC and
others. (Simple numerical on Inventory control techniques) Factors affecting Plant Location, Types of
Plant layout.
UNIT-IV: Supply Chain Management
Conceptual model of SCM, Supply chain drivers, Demand forecasting in Supply Chain - Simple moving
average, weighted moving average, exponential smoothing method, Supply Chain efficiency, Core and
reverse Supply Chain, International Supply Chain, Aggregate planning, inbound and outbound SCM,
bullwhip effect in SCM. Latest trend in Production and operation - Lean manufacturing, Agile
manufacturing.
UNIT-V: Productivity and Quality
TQM, Deming’s 14 principles, PDCA cycle - KAIZEN, Quality Circles, 7QC tools and its advancements, ISO
9000 - 2000 clauses, Six Sigma, Total Productive Maintenance (TPM), 5S.
Course Outcomes (CO)
CO1. Understand the role of Operations in overall Business Strategy of the firm - the application of OM
policies and techniques to the service sector as well as manufacturing firms.
CO2. Understand and apply the concepts of Material Management, Supply Chain Management and
TQM perspectives.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Books for References:
1. Mahadevan, B., Operations Management: Theory and Practice, Pearson Education.
2. Chase, Shankar, Jacobs - Operations & Supply Chain Management, Tata McGraw-Hill, 14
th
Edition.
3. Chary - Production and Operations Management, Tata McGraw-Hill, 1997, 9th Edition.
4. Bisen& Singh - Operation & Logistics Management, Excel Books.
5. R.V. Badi & N.V. Badi - Production & Operation Management, Vrinda Publications, 3
rd
Edition.
6. Raghuram G., Logistics and Supply Chain Management: Cases and Concepts, Macmillan India Ltd, New
Delhi, 2000, 1st Edition.
7. Krishnan Dr. Gopal - Material Management, Pearson, New Delhi, 5th Edition.
8. Adam Jr. Everett E. R J - Production and Operations Management, Prentice-Hall, 2000, 5
th
Edition.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-231
Credit
4
Year/Semester
2/3
L-T-P
4-0-0
Course Name
Strategic Management
Objectives of the Course
● To understand the key concepts and principles of strategic management.
● To discuss the useful analytical skills, tools and techniques for analyzing a company strategically.
● To provide a basic understanding of the nature and dynamics of the strategy formulation and
implementation processes.
● To encourage students to think critically and strategically.
● To identify strategic issues and design appropriate courses of action.
UNIT-I: Introduction
Meaning nature, scope, and importance of strategy; and strategic management, Introduction to Business
policy, Strategic decision-making, Process of strategic management and levels at which strategy
operates, strategic intent: Vision, Mission, Business definition, Goals and Objectives.
UNIT-II: Environmental Scanning
Factors considered, approaches, External environment analysis: PESTEL Analysis, EFE matrix
(External Factor Evaluation): Porter’s Five Forces Model methods and techniques used, Internal
Appraisal - The internal environment, Organizational Capability Factors, organizational appraisal-
factors affecting, approaches, methods & techniques Resource Based View (RBW) Analysis, VRIO
Framework, Value Chain Analysis, IFE matrix (Internal Factor Evaluation).
UNIT-III: Strategy Formulation
Corporate, Business, Functional strategy, Concentration Strategies, Integration Strategies: Horizontal &
Vertical, Diversification: Related & Unrelated, Internationalization, Porter's Model of competitive
advantage of nations, Cooperative: Mergers & acquisition Strategies, Joint Venture, Strategic Alliance,
Digitalization Strategies.
UNIT-IV: Strategy Analysis
Process, Analyzing Strategic alternative, Evaluating and choosing among Strategic Alternative, Tools &
Techniques of strategic Analysis, Strategic Choice. BCG Matrix, Ansoff Grid, GE Nine Cell Planning Grid,
McKinsey’s 7’S framework Strategy implementation: Resource allocation, Projects and Procedural
issues. Organization structure and systems in strategy implementation. Leadership and corporate
culture, Values, Ethics and Social responsibility. Operational and derived functional plans to implement
strategy. Integration of functional plans.
UNIT-V: Strategy Evaluation & Control
Nature, Importance, Organizational systems and Techniques of strategic evaluation & control.
Course Outcomes (CO)
CO1 Develop powers of managerial judgment, how to assess business risk, and improve ability to make
sound decisions and achieve effective outcomes.
CO2 Evaluate and revise programs and procedures in order to achieve organizational goals;
CO3 Consider the ethical dimensions of the strategic management process;
Books for References:
1. Henry, A :Understanding Strategic Management, OUP
2. Stewart Clegg, Chris Carter, Martin Kornberger & Jochen Schweitzer: Strategy - Theory and Practice
(Sage Publication, South Asia Edition)
3. Kazmi, Azhar; Business Policy and Strategic Management; McGraw-Hill Education. 14th edition.
4. David, Fred; Strategic Management: Concepts and Cases; PHI Learning. 15th edition.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
5. Thomson, Arthur A. and Strickland, A.J.; Strategic Management: Concept and Cases; McGraw Hill
Education, 11th edition.
6. Jauch, L.F. and Glueck, W.F.; Business Policy and Strategic Management; McGraw-Hill Education, 5th
edition.
7. Wheelen, L. Thomas and Hunger, David J.; Strategic Management and Business Policy, Crafting and
Executing Strategy; Pearson Education, 13th edition.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-232
Credit
4
Year/Semester
2/3
L-T-P
4-0-0
Course Name
Supply Chain Management
Objectives of the Course
● To impart conceptual knowledge of Logistics and Supply chain management
● To acquaint students with the Inventory Management
● To familiarize students with the Warehouse Management
● To help students gain knowledge of the relationship between E-Commerce and Logistics and
supply chain management.
Unit-I: Logistics
Evolution, Objectives, Components and Functions of Logistics Management, Distribution related Issues
and Challenges; Gaining competitive advantage through Logistics Management, Transportation-
Functions, Costs, and Mode; Network and Decision, Containerization, Cross docking.
Unit-II: Supply Chain
Concepts: Objectives of a Supply Chain, Stages of Supply chain, Value Chain Process, Cycle view of
Supply Chain Process, Key issues in SCM, logistics & SCM, Supply Chain Drivers and obstacles, Supply
chain strategies, strategic fit, best practices in SCM, Obstacles of streamlined SCM.
Unit-III: Supply Chain Performance
Introduction, Bullwhip effect and reduction, Performance measurement: Dimension, Tools of
performance measurement, SCOR Model. Demand chain management, Global Supply chain- Challenges
in establishing Global Supply Chain, Factors that influence designing Global Supply Chain Network.
Unit-IV: Warehousing
Concept and types, Warehousing strategy, Warehouse facility location & network design, Reverse
logistics, Outsourcing- Nature and concept, Strategic decision to Outsourcing, Third party logistics(3PL),
Fourth party logistics(4PL).
Unit V: Recent trends in Logistics and Supply Chain Management
Logistics Information System: Concept of Logistics Information System (LIS), Importance of LIS,
Principles of designing LIS, Logistics Information Architecture, Application of Information Technology
in Logistics and Supply Chain Management, Requirements of Logistics in E-Commerce, E-Logistics
Structure and Operation.
Course Outcomes (CO)
CO1 Explain the types of Logistics Activities
CO2 Describe the typology of Supply Chains.
CO3 Define the storage principles.
CO4 Analyze the warehousing strategies.
Books for References:
1. Chopra, Sunil, Meindl, Peter and Kalra, D. V.; Supply Chain Management: Strategy, Planning and
Operation; Pearson Education.
2. Altekar, Rahul V.; Supply Chain Management: Concepts and Cases; PHI Learning.
3. Ballou, Ronald H.; Supply Chain Management; Pearson Education.
4. Sahay, B.S.; Supply Chain Management; Macmillan.
5. Ballou, R.H. Business Logistics Management. Prentice-Hall Inc.
6. Bowersox D.J. ,Closs D.J. , Logistical Management, McGraw-Hill, 1996
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-233
Credit
4
Year/Semester
2/3
L-T-P
4-0-0
Course Name
Financial Statement Analysis
Objectives of the Course
● 1. To provide the information that is needed for sound economic decision making.
● 2. To provide information about a firm's performance to external parties such as investors,
creditors, bankers, researchers, and Government Agencies.
Unit-I: Introduction to Accounting
Objectives – Principles. GAAP: Accounting Concepts and Conventions. Accounting System: Double
Entry System - Recording Business Transactions - Classification of Accounts - Accounting Cycle -
Users of Accounting Information.
Unit-II: Overview
Accounting Process. Books of Original Record: Journal - Ledger - Trial Balance (Problems) -
Classification of Capital and Revenue Expenses - Final Accounts with Adjustments (Problems) -
Cash Book and other Subsidiary books. (Only Theory).
Unit-III: Depreciation
Concept - Methods of Depreciation: their impact on measurement of business Accounting - Straight
Line Method (Problems) - Written down Value Method (Problems). Shares and Debentures: Entries
for Issue of shares (Problems) - Forfeiture (Problems) - Issue of shares at Discount and premium
(Problems) - Issue and Redemption of Debentures. (Problems).
Unit-IV: Working Capital
Statement of Changes in Working Capital - Funds from Operations - Paid Cost and Unpaid Costs.
Financial Analysis: Introduction to Funds Flow Statement - Cash Flow Statement vs. Funds Flow
Statement - Preparation and Analysis of Cash Flow Statement (Problems)
Unit-V: Financial Statement Analysis
Analysis and Interpretation of Financial Statements from Investor and Company point of view -
Horizontal Analysis and Vertical Analysis of Company Financial Statements - Liquidity - Leverage -
Solvency and Profitability Ratios. (Problems) Techniques: Du Pont Chart - Window Dressing -
Limitations of Financial Statements. Accounting Standards (AS) Issued by ICAI-IFRS. Case Study on
Financial Reporting & Analysis (FRAs).
Course Outcomes (CO)
CO1 To prepare, understand, interpret and analyze financial statements with confidence.
CO2 To appreciate and use financial statements as means of business communication.
CO3 To use analytical techniques and arrive at conclusions from financial information for the purpose
of decision making.
Books for References:
1. Dhanesh K. Khatri, Financial Accounting & Analysis, TMH, New Delhi.
2. PK Jain and K. L. Narang, Financial Accounting & Analysis, Kalyani Publications.
3. Narayana Swamy, Financial Accounting & Analysis, PHI.
4. V. Rajasekharam, Financial Accounting & Analysis, Pearson Education, New Delhi.
5. Ranjan Kumar Bal, Financial Accounting & Analysis, S. Chand, New Delhi.
6. Maheswari, Financial Accounting, IBH.6. Bowersox D.J. ,Closs D.J. , Logistical Management,
McGraw-Hill
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-241
Credit
4
Year/Semester
2/4
L-T-P
4-0-0
Course Name
Entrepreneurship Development
Objectives of the Course
● To understand the concepts of entrepreneurship and Common myths to becoming an
entrepreneur. Students will be exposed to the functions of entrepreneurs, and problems faced
by them in the real world.
● To impart understanding of Entrepreneurial Finance, Assistance and role of entrepreneurial
development agencies .
● To provide insights to students in converting an Idea to an opportunity and develop
understanding of various funding sources for a startup.
● Familiarizing the students on Developing a Business Plan and to provide basic understanding
of Launching a New Venture.
Unit-I: Introduction, Meaning, definition and concept of entrepreneur, entrepreneurship and
entrepreneurship development. The entrepreneurial mind-set. Common myths to becoming an
entrepreneur and how to overcome them. Corporate entrepreneurship. Concepts of
intrapreneurship, types of entrepreneurs, functions of entrepreneur. Family Business, Women
entrepreneurship, social and rural entrepreneurship
Unit-II: Entrepreneurial Finance, Assistance and Entrepreneurial Development Agencies:
Estimating financial funds requirement; Sources of finance – banks, various financial institutions
(including IFCI, ICICI, IDBI and SIDBI), financing of small scale industries in developing countries.
Role of central government and state government in promoting entrepreneurship with various
incentives, subsidies, grants, export oriented units – fiscal & tax concessions, other government
initiatives and inclusive entrepreneurial growth. Overview of MSME policy of government in
India. Role of agencies assisting entrepreneurship: DICs, SSIs, NSICs, EDII NIESBUD, NEDB,
Entrepreneurship Development Institute (EDI). New initiatives taken by government to promote
entrepreneurship in India at larger scale
Unit-III: From Idea to opportunity: Idea generation- sources and methods, identification and
classification of ideas. Individual creativity: idea to business opportunity, Opportunity assessment,
challenges of new venture start-up, Venture capital, Angel investing, Crowd-funding
Unit-IV: Developing a Business Plan: Environmental Scanning and SWOT analysis, and. The business
plan as an entrepreneurial tool, Business Planning Process: elements of business planning,
preparation of project plan, components of an ideal business plan – market plan, financial plan,
operational plan, and, Feasibility Analysis – aspects and methods: Economic analysis, financial
analysis, market-, and technological feasibility.
Unit-V: Launching a New Venture: Steps involved in launching a business (Process charts), Various
Forms of business ownership, Registration of business units; start-up to going IPO; revival, exit and
end to a venture.
Course Outcomes (CO)
CO1 Developing understanding of basic concepts of entrepreneurship.
CO2 Develop knowledge on Entrepreneurial Finance, Assistance, and role of Entrepreneurial
Development Agencies
CO3 Develop understanding of converting an idea to an opportunity and develop understanding of
various funding sources.
CO4 Comprehend and develop skills to develop a Business Plan.
CO5 Students have a basic understanding of Launching a New Venture.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Books for References:
1. Roy: Entrepreneurship, OUP
2. Entrepreneurship 10th Ed (Indian Edition) 2016 by Robert Hisrich Michael Peters Dean
Shepherd, McGraw Hill
3. Khanka, S.S.; Entrepreneurial Development; S. Chand and Co.
4. Kumar, Arya; Entrepreneurship; Pearson Education.
5. Desai, Vasant; Dynamics of Entrepreneurial Development and Management; Himalaya Publishing
6. Blundel, R. and Lockett, N.; Exploring Entrepreneurship Practices and Perspectives; Oxford
Publications.
7. Dollinger, M. J.; Entrepreneurship: New Venture Creation; PHI Learning. Skills
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Course Code
OMBA-242
Credit
4
Year/Semester
2/4
L-T-P
4-0-0
Course Name
Corporate Governance
Objectives of the Course
● To understand corporate governance and Whistle blowing in India.
● To understand Information Technology and Corporate Governance.
● To identify and evaluate the International Perspective on Corporate Governance.
Unit-I: Introduction to Corporate Governance
Conceptual Framework Of Corporate Governance: Meaning; theories and models of Corporate
Governance; Shareholders Activism, Various Approaches to Business Ethics; Ethical Theories; Ethical
Governance; Code of Ethics; Key managerial Personnel (KMP).
Unit-II: Corporate governance and Whistle blowing in India
Corporate Governance Framework in India: Corporate Boards and Powers, Responsibilities
Disqualifications; Regulatory Framework of Corporate governance in India; Compensation
Governance; Corporate governance in PSUs and Banks. Whistle –Blowing and Corporate
Governance: The concept of Whistle-Blowing; Types of Whistle-Blowers; Whistle –Blower Policy;
Developments in India
Unit-III: Risk Management and Corporate Governance
Types of Risks, Risk Analysis, Risk Management Information System, Risk Governance, and
Responsibility of Risk Profiling, Risk Strategy and Risk Policies.
Unit-IV: International Perspective on Corporate Governance
Legislative Framework of Corporate Governance in the United Kingdom, USA, Australia, Brazil, China,
South Africa; OECD Principles of Corporate Governance.
Unit-V: Information Technology and Corporate Governance
Information Technology Governance, Social Media Compliance, Cyber Net Law Compliance,
Information Technology Governance, Virtual General Body Meetings Universal Proxies,
Environmental, Social, Employee and Diversity Disclosure.
Course Outcomes (CO)
CO1 Understand the role of Various Approaches to Business Ethics., Key managerial Personnel.
CO2 Understand and apply the Responsibility of Risk Profiling, Risk Strategy and Risk Policies and
Social Media Compliance
Books for References:
1. Corporate Governance –Principles, Policies and Practices- Bob Tricker, Oxford University Press-
Latest Edition.
2. Corporate Governance, Business Ethics & CSR - J. P. Sharma, Ane Books Pvt. Ltd., New Delhi- Latest
Edition.
3. Politics Ethics and Social Responsibilities of Business - Bhanu Murthy, K. V. and Usha Krishna,
Pearson Education, New Delhi-Latest Edition.
4. Corporate Governance-Theory and Practice - D Geeta Rani & R K Mishra, Excel Books, New Delhi-
Latest Edition.
5. Corporate Governance (Indian Edition) - Christine A Mallin,Oxford University Press, New Delhi-
Latest Edition
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
The List of Specializations for Semester III and IV
(Students will have to select any two specializations from given groups)
Group
Specializations
Group A
Marketing Management
Group B
Financial Management
Group C
Human Resource Management
Group D
Business Analytics
Specialization
Paper
Name of Course
A
Marketing Management
1-Semester-III
Sales and Distribution Management
2-Semester-III
Integrated Marketing Communication &
Brand Management
3-Semester-IV
Consumer Buying Behavior
4- Semester-IV
Marketing Research
B
Financial Management
1-Semester-III
Corporate Financial Management
2-Semester-III
Security Analysis, Portfolio and Risk
Management
3-Semester-IV
Wealth Management & Investment
Environment
4- Semester-IV
Risk Management
C
Human Resource
Management
1-Semester-III
Training & Development Practices
2-Semester-III
Performance & Compensation
Management
3-Semester-IV
Industrial Relations & Labor Laws
4- Semester-IV
HRM Planning, Bargaining and
Negotiation Process
D
Business Analytics
1-Semester-III
Big Data Analytics in Business
2-Semester-III
R Programming for Business
3-Semester-IV
Marketing & Social Media Analytics
4- Semester-IV
Python Programming & Data
Visualization
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Marketing Management (Group A)
Program Name
OMBA
Program Code
501
Specialization GROUP A
Credit
4
L-T-P
4-0-0
Course Name
Sales and Distribution Management
Objectives of the Course
● To understand and apply concepts and techniques in Personal Selling and Sales Management.
● To understand and apply the dynamics of channel management and the role of outbound
logistics in effective distribution management
Unit-I: To understand and apply concepts and techniques in Personal Selling and Sales Management.
2. To understand and apply the dynamics of channel management and the role of outbound logistics
in effective distribution management
Unit-II: The Sales Force: Size of the sales force, sales organization based on customer, geography,
product and combinations and current trends – sales training programs and motivating the sales
force – sales force compensation, sales incentives and sales force evaluation – controlling the
sales effort – sales quotas, sales territories, sales audit.
Unit-III: Physical Distribution: participants in the physical distribution function, the environment of
physical distribution – Channel Design strategies and structures, selecting channel members, setting
distribution objectives and tasks – Target markets and channel design strategies
Unit-IV: Managing The Marketing Channel: Product, Pricing and Promotion issues in channel
Management and Physical Distribution – Motivating channel members – Evaluating channel member
performance – Vertical marketing systems – Retail cooperatives, Franchise systems and corporate
marketing systems.
Unit-V: E-enabled selling and distribution: E-Commerce and e-retailing as a channel of distribution,
Electronic intermediaries, Disintermediation and Re-intermediation, e-enabled logistics
management and tracking systems.
Course Outcomes (CO)
CO1 The course aims to impart skills and knowledge needed to manage sales force and distribution
function so as to gain competitive advantage.
CO2 Recognize and demonstrate the significant responsibilities of a salesperson as a key individual.
Books for References:
1. Charles Futrell, Sales Management, Pearson Education Books
2. Eugene M. Johnson, David L. Kurtz & Eberhard E. Scheuing, Sales Management; Mcgraw Hill.
3. Anderson, R. Professional Sales Management, Englewood Cliffs, New Jersey, Prentice Hall of India,
1992.
4. Anderson, R. Professional Personal Selling, Englewood Cliffs, New Jersey, Prentice Hall Inc.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Specialization GROUP A
Credit
4
L-T-P
4-0-0
Course Name
Integrated Marketing Communication & Brand Management
Objectives of the Course
● To Understand the communication process.
● To discuss Planning for Marketing Communication (Marcom).
● To explain Branding & Brand Management.
Unit-I:
An Introduction to Integrated Marketing Communication (IMC):Meaning and role of IMC in the
marketing process. Introduction to IMC tools – Advertising, sales promotion, publicity, public
relations, and event sponsorship; The role of advertising agencies and other marketing organizations
providing marketing Services and perspective on consumer behavior.
Unit-II:
Understanding communication process: Source, Message and channel factors, Communication
response hierarchy- AIDA model, Hierarchy of effect model, Innovation adoption model,
information processing model, The standard learning Hierarchy, Attribution Hierarchy, and low
involvement hierarchy consumer involvement- The Elaboration Likelihood(ELM) model, The
Foote, Cone and Belding (FCB) Model
Unit-III:
Planning for Marketing Communication (Marcom): Establishing marcom Objectives and Budgeting
for Promotional Programmes-Setting communication objectives, Sales as marcom objective,
DAGMAR approach for setting ad objectives. Budgeting for marcom-Factors influencing budget,
Theoretical approach to budgeting viz. Marginal analysis and Sales response curve, Method to
determine marcom budget.
Unit-IV:
Branding & Brand Management: The concept of Brand Equity, Creating brands in a competitive
market, Brand Positioning and Brand Associations, Using Brand Elements to create brand equity,
Leveraging Secondary Brand Associations.
Unit-V:
Growing and Sustaining Brand Equity: Designing and Implementing Branding Strategies, Launching
Brand Extensions Products, Managing brands over time and Geographic boundaries. Measuring
Sources of Brand Equity and Brand Equity measurement approaches.
Course Outcomes (CO)
CO1 Explain the concepts and basic features of integrated marketing communications.
CO2 Link the aims of integrated marketing communications with basic marketing principles to
analyze given communication problems.
Books for References:
1. Advertising & Promotion- An Integrated Marketing Communications Perspective, George Belch,
Michael Belch &KeyoorPurani, TATA McGraw Hill.
2. Strategic Brand Management, Kevin Lane Keller, M.G. Rameswaram and Isaac Jacob, Pearson
Education, Third Edition.
3. Strategic Brand Management, Kapferer, J.-N. (1997). London: Kogan Page Limited.
4. Building Brand Value : Five Steps of Building Powerful Brands, M. G.Parameswaran, 2006, New
Delhi: Tata McGraw Hill.
5. Brand Management , H. V. Verma, 2004, New Delhi: Excel Books.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program
Name
OMBA
Program Code
501
Specialization GROUP A
Credit
4
L-T-P
4-0-0
Course Name
Consumer Buying Behavior
Objectives of the Course
● Demonstrate how as a marketer student can apply their knowledge of consumer behavior
concepts to develop better marketing programs and strategies to influence those behavior.
● Identify examples of how marketers use their knowledge of consumer behavior in their
marketing strategies and critically evaluate the applications evident in current practice.
● List best practices for responsible marketing and how to manage marketing efforts.
● Recall the strategies used within each of the marketing mixes.
Unit-I:
Consumer Behaviour ñ Definition and Scope ñ Need for studying Consumer Behavior - Consumer
Behaviour and Decision Making ñ Consumer value, satisfaction and retention.
Unit-II:
Types of buying decision ñ Extended problem solving ñ Intended problem solving ñ Habitual
decision making ñ Buying process in Retailing ñ Information Service ñ Evaluation ñ Choice ñ Visit
ñ Loyalty.
Unit-III:
Individual determinants and Buying behavior ñ Role of perception, motivation, personality, attitude.
Unit-IV:
Social factor influencing familyñ Family ñ Culture ñ Sub Culture ñ Reference group.
Unit-V:
Retail market segmentation ñ Criteria for segmentation ñ Approach for Segmentation ñ Composite
segmentation approach.
Course Outcomes (CO)
CO1 To gain an understanding of the theories and concepts of Buyer Behavior
CO2 To apply buyer behavior concepts to what customers do in "the real world"
CO3 To improve skills in the research and analysis of customer segments, demand, and market
potential
CO4 Identify and explain factors which influence consumer behavior;
CO5 To utilize knowledge of buyer behavior to enhance strategic decision making
Books for References:
1. Consumer Behaviour - Leon G. Schiffman,
2. Shopper, Buyer and Consumer Behavior - Leslie Lazar Kanuk
3. Theory and Marketing Applications - Jay D. Lindquist, M. JospehSirgy
4. Consumer Behaviour- A Strategic Approach - Henry Assael
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Specialization GROUP A
Credit
4
L-T-P
4-0-0
Course Name
Marketing Research
Objectives of the Course
● To acquaint students with the understanding of the marketing research industry.
● To develop skills required by the researcher and understand different applications of
Marketing Research.
● To make students understand different approaches of Marketing research To be able to
exploit Marketing Research data for management decision making.
Unit I
Introduction: Meaning, scope and importance of marketing research; own vs. agency marketing
research; marketing information system; meaning, need and components, marketing information
system and marketing research; marketing research process-an overview; problem definition,
formulation and preparation of research proposal.
Unit II
Research Design and Data Collection Research Design: Meaning and scope of research design;
types of research designs, exploratory, descriptive and conclusive Secondary Data: Sources and uses
of secondary data, collection of secondary data.
Primary Data Collection: Primary data collection methods; mail survey, telephone survey and
inter views and their evaluation; observations; experimental methods, questionnaire administering,
organizing fieldwork for collecting data.
Unit III
Sample Design and Sampling: Determining universe, sampling frame and sampling unit;
determining sampling method; sample size determination; sampling errors vs. non-sampling errors.
Sampling: Steps &Types: Probability / non probability (simple, systematize; stratified
proportionate, disproportionate), Sample size determination
Unit IV
Measurement Techniques: Nominal Scale, Ordinal Scale, Interval Scale, Ratio Scale; Scale Types:
Comparative Scaling, Non-comparative Scaling; Attitude Measurement, Self- Reporting Methods,
Methods for Rating Attributes, Data Analysis, Customer Research, Advertising Research, Product
Research, Distribution Research, Sales Research, Marketing Environment Research, Internet
Marketing Research, and International Marketing Research.
Unit V
Research trends, Behavioral Science Based Approach, Economic and Competitive Pressures,
Consumer Insight Groups, Quantifying Emotions, Impact of the social media, Do-it- Yourself (DIY)
Research; Research ethics, typical research errors, Research and culture;
Course Outcomes (CO)
• Understand the process of marketing research and its different processes.
• Identify sources of information.
• Understand different research methods.
• Apply selected research methods.
• Analyse and interpret both qualitative and quantitative data.
• Conduct and analyse a focus group discussion.
• Build a simple questionnaire from a web-based survey administration site.
Books for References:
• Blackwell, Miniard and Blackwell, Miniard and Engel (2006). Consumer Behaviour (10th
Ed.). Thomson Learning.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
• Loudon, D.L. (1988), Consumer Behavior: Concepts and Applications, McGraw Hill,
London.
• Schiffman, L.G. (1993), Consumer Behavior, Prentice Hall International, London.
• Solomon, M.R. (1994), Consumer Behavior, Allyn & Bacon, London.
• McNair, B. (1958), Retail Development, Harper & Row, New York, NY.
• Packard, Vance, The Hidden Persuaders, New York, D. McKay Co., 1957.
• Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion: Tailoring
persuasive appeals to recipient personality traits. Psychological Science, 23, 578-581.
• Kuester, Sabine (2012): MKT 301: Strategic Marketing & Marketing in Specific Industry
Contexts, University of Mannheim, p. 110.
• Belch, G.E., and Belch, M.A. (2007), Advertising and Promotion: An Integrated Marketing
Communications Perspective, Seventh Edition. New York: McGraw-Hill/Irwin.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Financial Management (Group B)
Program Name
OMBA
Program Code
501
Specialization GROUP B
Credit
4
L-T-P
4-0-0
Course Name
Corporate Financial Management
Objectives of the Course
● The purpose of this course is to acquaint the students with the broad framework of financial
decision making in a business unit.
Unit: I
Introduction to Finance & Corporate Finance: Finance & its scope Financial Decisions, Sources of
Finance Time Value of Money, Profit maximization vs. Wealth maximization, Functions of Finance
Manager in Modern Age, Corporate Finance Introduction: – Nature and Scope. Concept of Risk and
Return.
Unit: II
Investment Decision: Concept of Opportunity Cost, Cost of Debenture, Preference and Equity
capital, Composite Cost of Capital, Cash Flows as Profit and components of Cash Flows, Capital
Budgeting Decisions, Calculation of NPV and IRR, Excel Application in Analyzing Projects.
Unit: III
Financial Decision: Capital Structure, Relevance and Irrelevance theory, Leverage analysis - financial,
operating and combined leverage along with its implications, EBIT EPS Analysis, Point of
Indifference.
Unit: IV
Dividend Relevance: Factors affecting Dividend Policy, Forms of Dividends, Types of Dividend
Policies and Dividend Models: Walter and Gordon Model, Miller- Modigliani (MM) Hypothesis.
Unit: V
Indian Financial System: Role of Financial Institution, Primary and Secondary Market, Lease
Financing, Venture Capital, Mutual Funds. Introduction to Derivatives.
Course Outcomes (CO)
CO1 To gain an understanding of the theories and concepts of Buyer Behavior
CO2 To apply buyer behavior concepts to what customers, do in "the real world"
CO3 To improve skills in the research and analysis of customer segments, demand, and market
potential
CO4 Identify and explain factors which influence consumer behavior;
CO5 To utilize knowledge of buyer behavior to enhance strategic decision making
Books for References:
1. Khan and Jain - Financial Management (Tata McGraw Hill, 7th Ed.)
2. Pandey I M - Financial Management (Vikas, 11th Ed.)
3. William Hakka Bettner Carcello- Financial and Management Accounting (TMH-16th Ed.)
4. Sheeba Kapil - Fundamental of financial management (Wiley, 2015 )
5. Prasanna Chandra - Fundamentals ofFinancial Management (TMH, 9th Ed.)
6. Berk Demarzo Thampy- Financial Management (Pearson, 2 nd Ed.)
7. R. P. Rustagi - Financial Management (Galgotia, 2000, 2nd revised ed.)
8. Damodaran, A., Applied Corporate Finance, 3rd Edition, Wiley, 2012
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Specialization GROUP B
Credit
4
L-T-P
4-0-0
Course Name
Security Analysis, Portfolio and Risk Management
Objectives of the Course
● To understand investment decisions and manage them in a rational and systematic manner.
● To discuss intellectual framework for taking investment decisions and the ability to keep
emotions from corroding that decision.
Unit-I:
Investment attributes and avenues, sources of investment risk, portfolio management process,
approaches to investment decision making, qualities for successful investing and errors in
investment management. Computational finance-Return and risk from single security and portfolio
of securities. Risk-return relationship when ƿ = +1, -1, 0, 0.5.
Unit-II:
Investment decision through fundamental analysis, bond valuation, types of bond yields, bond
price theorem, term structure of interest rates, duration, equity valuation-DD model, P/F ratio,
bonus issue and equity valuation.
Unit-III:
Technical Analysis, Dow Theory and Elliott Wave Theory, Technique of technical analysis, moving
average, oscillator, relative strength index, rate of change, moving average convergence and
divergence, efficient market hypothesis-weak, semi and strong form of market efficiency.
Unit-IV:
Portfolio selection through Markowitz Model, risky assets only out of owned fund for both risk and
risk free assets out of owned funds; risk assets only when LR=BR out of owned fund, risk assets only
when LR=BR out of both owned and borrowed funds, risk assets only when BR>LR, portfolio selection
- use of Lagrange multiplier technique, capital asset pricing model, arbitrage pricing theory, portfolio
selection through Sharpe model.
Unit-V:
Portfolio Management and Performance Evaluation: Portfolio management – active management
under portfolio proportion constant and portfolio beta constant; passive management. Portfolio
performance evaluation – Sharpe’s measure, Trenor’s measure, Jenson’s measure and diversification
measure.
Course Outcomes (CO)
CO1 It will make the students capable of professionally managing the funds of the mutual funds by
identifying and investing in an optimal portfolio of various types of financial assets with the help of
Lagrange-Multiplier Technique.
CO2 It will also help to identify the overvalued/undervalued securities traded in the capital market
and thereby take sell/buy decisions accordingly to maximize the profit of their organization and in
the process equilibrium prevails in the market.
Books for References:
1. Charles P. Jones, John Wiley and Sons Inc., New York Investments: Analysis and Management,
2. Prasanna Chandra, Investment Analysis and Portfolio Management, Tata Mc Graw Hill, New Delhi.
3. John Willey, Modern Portfolio Theory and Investment Analysis, Singapore.
4. Geoffery A. Hirt and Stanley B. Block, Fundamentals of Investment Management, Irwin, Home
Wood, Illinois.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Specialization GROUP B
Credit
4
L-T-P
4-0-0
Course Name
Wealth Management & Investment Environment
Objectives of the Course
● To understand Introduction to Financial Planning.
● To discuss Economy & Wealth Management.
● To understand Client Relationship Management.
Unit-I:
Introduction to Financial Planning: Concepts, Role of Financial Planner, Personal Financial Planning
Process, Ethical and professional consideration in Financial planning – Code of ethics, Contract and
Documentation, Client Data Collection, Client Data Analysis, Life Cycle Wealth Cycle - Risk Profiling
and Asset Allocation - Systematic Approach to Investing - Systematic Investment Plan (SIP) -
Systematic Withdrawal Plan (SWP) - Systematic Transfer Plan (STP), Financial Plan - Goal-based
Financial Plan - Comprehensive Financial Plan - Financial Blood-Test Report (FBR) - Financial
Planning in India, Legal aspects of Financial Planning.
Unit-II:
Economy & Wealth Management: Financial Planning to Wealth Management, Economic Cycles
and Indicators - Lag Indicators - Coincident Indicators - Lead Indicators, Interest Rate Views,
Currency Exchange Rate, The Deficits -Revenue Deficit and Fiscal Deficit - Current Account
Deficit.
Unit-III:
Client Relationship Management: Strategic Business Planning Process - Client segmentation – Profile
- Expose - Strategize - Execute - Monitor - Review - Strategic value formula - Effective communication
and Negotiation.
Unit-IV:
Investment & Risk Management: Role of Equity, Debts & Alternative Assets, Active and Passive
Exposures, Returns from Passive Exposure to S&P CNX Nifty, Sector Exposure and Diversification,
Deposits and Debt Securities, Credit Exposure and Debt Investments, Concentration Risk, Passive
Investments in Debt, Alternative Assets Investment Routes, Alternative Assets returns from Gold,
Real Estate, Role of Real Estate, Real Estate Investment Routes, Real Estate Indices – Assets &
Liabilities, Nomination, Inheritance Law, Will & Trust, Risk Management through Insurance.
Unit-V:
Asset Allocation and Strategies: Asset allocation Decision, Equity portfolio strategies – Active Vs
Passive, Management strategies, Value Vs growth investing, Asset allocation Strategies – Tactical,
Fixed & Flexible, Asset Allocation Returns in Equity & Debts, Asset Allocation Returns in Equity, Debt
& Gold, Bond Portfolio Management Strategies – Passive – Buy and Hold, Indexing – Active – interest
rate anticipation, Valuation analysis, Credit analysis, Yield spread analysis and Bond swaps – Core
plus management strategy – Immunization strategies – Allocation to Speculation, Diversification in
Perspective.
Course Outcomes (CO)
CO1 The future manager will be able to summarize the roles and functions of regulators and market
participants in the Indian Financial System.
CO2 The future manager will be able to differentiate mutual fund schemes from other investment
options and classify them into different types based on their characteristics.
CO3 The future manager will be able to formulate the investment goals and recommend suitable asset
allocation for different stages in investor life cycle.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Books for References:
1. Charles P. Jones, John Wiley and Sons Inc., New York Investments: Analysis and Management.
2. Prasanna Chandra, Investment Analysis and Portfolio Management, Tata Mc Graw Hill, New
Delhi.
3. John Willey, Modern Portfolio Theory and Investment Analysis, Singapore.
4. Geoffrey A. Hirt and Stanley B. Block, Fundamentals of Investment Management, Irwin, Home
Wood, Illinois.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program
Name
OMBA
Program Code
501
Specialization GROUP B
Credit
4
L-T-P
4-0-0
Course Name
Risk Management
Objectives of the Course
● To provide basic knowledge of risk, type of risks and tools of risk management.
● To understand the measurement of credit risk analysis tools.
● To know the CAMEL analysis.
● To acquired knowledge with Introduction of SAS in Risk management.
Unit-I:
Managing the Risk: Risk and uncertainty - Classification of Risk, Sources of Risk-external and internal-Risk
Management-nature, risk analysis, planning, control and transfer of risk, Administration of properties of
an enterprise, provision of adequate security arrangements-Interface between Risk and Insurance- Risk
identification, evaluation and management techniques, Risk avoidance, Retention and transfer, Selection
and implementation of Techniques-Evolution of Risks-- RBI guidelines-Risk management under BASEL I,
BASEL II, and BASEL III.
Unit-II:
Credit Risks: Credit Risk Management models -Review of Markowitz‘s Portfolio selection theory –
Credit Risk Pricing Model – Capital and Regulation-Risk measurement based on Z score and CAMEL
analysis. (Including Problems).
Unit-III:
Market Risk: Yield Curve Risk Factor-Domestic and global contexts-handling multiple risk factor-principal
component analysis- value at Risk (VAR) – implementation of a VAR system- Additional Risk in fixed income
markets - Stress testing- Back testing.
Unit-IV:
Insurance Risk: Risk management on insurance- process on the loss exposure analysis- decision is made
about the way to handle the risk -Tradeoff between cost of risk - Methods of Loss Control - Loss Financing
-Methods used to obtain funds to pay for or offset losses that occur - Self-Insurance Hedging-Other
Contractual Risk Transfers to other party- Internal risk reduction Diversification: reduce risk by diversifying
activities-Various investment information.
Unit-V:
Risk management and Financial Derivatives: Tools for Risk Management Derivatives Including problems -
ECGS - Introduction of SAS in risk management.
Course Outcomes (CO)
• The students should be familiar with the Characteristics of Risk management.
• The students have acquired the basic skills for measuring the credit risk analysis and deriving the
risk with VAR analysis.
• This subject helps the students are able to exercise the Market risk with efficient theory and credit
risk with CAMEL study analysis.
• To know and evaluate the capital adequacy ratio of Banks.
Books for References:
• Risk Management & Financial Institutions, John C. Hull, -Pearson publication 7th edition 2017.
• The professional‘s Hand book of Financial Risk Management by Marc Lox and Lev Borodorsk.
• A Practical Guide to Risk Management Thomas S. Coleman 3rd edition 2011.
• Fundamentals of Risk Management Paul Hopkin Mcgraw hill education 5th edition 2018.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
• Risk Management: Principles & Techniques Hardcover Uma narang , New century publication, 5th
edition2015.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Human Resource Management (Group C)
Program
Name
OMBA
Program Code
501
Specialization GROUP C
Credit
4
L-T-P
4-0-0
Course Name
Training & Development Practices
Objectives of the Course
● To understand Training & Development.
● To discuss Training Need Assessment.
● To explain Methods of Training and Development & Training aids.
Unit-I: Training & Development: Definition, Importance, Need & Objectives of Training and
Management Development, Benefits of Training , Skills and Qualities of effective trainer, Current
Training and Development Practices-National and International Perspective.
Unit-II: Training Need Assessment: Stages in Training Process, Training need analysis,
Identification of Training needs, Steps to Conduct Training Needs Assessment.
Unit-III:
Designing the Training Programme: Instructional Objectives and session Plan, Training process, key
factors in Designing a Training Programme.
Unit-IV:
Methods of Training and Development & Training aids: On- the –job methods, Off – the-job methods
of Training Material and aids- Non Projected aids, Projected aids and field work. Module V Evaluation
of Training: Ascertaining the reactions of the participants, Measuring training effectiveness and
impact, Types of evaluation techniques, Costing training programmes.
Course Outcomes (CO)
CO1 Students will understand the various benefits of training.
CO2 Students will analyze the Steps to Conduct Training Needs Assessment.
CO3 Evaluate the On- the –job methods, Off – the-job-methods of Training Material and aids.
Books for References:
1. T.V.Rao, “Human Resource Development”, SAGE
2. Dale, “Organisation & Development”, SAGE
3. Dr.B.Rathan Reddy, “Effective Human Resource Training and Development Strategy”, Himalaya
Publishing House.
4. P.Subba Rao, “Essentials of HRM and IR”, Himalaya Publishing house.
5. Penny Hacket , “Introduction to Training”, University Press
6. Michael Jinks, “Training”, Blandford Press.
7. John .H.Proctor&M.William, “Training : A Handbook for Line Managers”
8. Linton R, Pareek.U. “Training for Development”, Vistaar , NewDelhi.
9. P.L.Rao,” Training & Development”, Excel Books, New Delhi.
10. Satish Pai, S.Ravi Shankar, “Management Development Skills for Excellence”, Himalaya Publishing
House.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program
Name
OMBA
Program Code
501
Specialization GROUP C
Credit
4
L-T-P
4-0-0
Course Name
Performance & Compensation Management
Objectives of the Course
● To understand the various dimensions of Compensation Management.
● To familiarize with the role of various bodies involved in Compensation Management.
Unit-I: Introduction to Performance Management, Performance Analysis, PMS and Appraisal
Practices in India, PMS in select organizations- Potential Appraisal
Unit-II: Introduction to Compensation Management-Foundation of Compensation Management,
Need Significance, Theories of Compensation Management , Job Analysis and Job evaluation ,
Compensation and Job evaluation.
Unit-III: Performance Linked Compensation, Managing Performance, Rewarding Performance.
Incentive Schemes/Payment-By-Result , Wage-Design, Wage-Fixation, Wage - Differentials.
Unit IV: Wages and Salary Administration at Macro(National Level), Industry’s Compensation
Policy(Micro level) Voluntary Retirement Scheme , International Compensation Management.
Unit V: Compensation Administration, Executive Compensation –Nature of Executive Compensation,
Managing executive compensation, Compensation management - Strategic perspective.
Course Outcomes (CO)
CO1 Students will be able to apply the concepts of performance appraisal and compensation
management practically.
Books for References:
1. Tapomoy Deb-Compensation Management, Text and cases, Excel Books
2. Mousumi Bhattacharya, Nilanjan Sen Gupta, Compensation Management Excel Books
3. Bhattacharya DK, Compensation Management, Oxford 2009
4. Soni Shyam Singh-Compensation Management-Excel Books
5. T.V. Rao Performance Management and Appraisal Systems-Response Books-A Division of Sage
Publications.
6. B.D. Singh, Compensation and Reward Management-Excel Books.
7. Michael Armstrong, Employee Reward, Universities Press.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program
Name
OMBA
Program Code
501
Specialization GROUP C
Credit
4
L-T-P
4-0-0
Course Name
Industrial Relations & Labor Laws
Objectives of the Course
● The course helps the student understand and apply the concept of industrial relations and
the system in which it operates.
Unit-I:
Introduction to Industrial Relations: The Concept Industrial Relations, The Dynamic Context of
Industrial Relations: Globalization and the National Economy, Responses to Competitive Pressures,
Changes in Employment Practices, The Actors in Employee Relations: Management, Unions and the
State. Role of Trade Union in Industrial Relations.
Unit-II:
Interactions & Outcomes in Industrial Relations: Employee Involvement & Participation:
Concept, Objectives and Forms, Ethical Codes, Discipline & Grievance Management: Forms and
Handling of Misconduct.
Unit-III:
Collective Bargaining: Importance, Forms and Levels - Schemes of workers’ participation in
management in India., Process of Negotiation and Recent Trends in Collective Bargaining
Unit-IV:
Legal Framework of Industrial Relations: Settlement Machinery for Industrial Disputes: Conciliation,
Arbitration & Adjudication, Legislation: The Trade Unions Act 1926, The Industrial Dispute Act 1947,
The Factories Act 1948, The Maternity Benefits Act 1961.
Unit-V:
Industrial Relations & the Emerging Scenario: Industrial Relations & Technological Change,
International Labor Organization (ILO): Objectives, Structure and Procedure for Admission as a
Member. Managing Without Unions, The Future Direction of Industrial Relations.
Course Outcomes (CO)
CO1 The students should be able to illustrate the role of trade unions in the industrial setup.
CO2 Students should be able to outline the important causes & impact of industrial disputes.
CO3 Students should be able to elaborate Industrial Dispute settlement procedures.
Books for References:
1. Beaumont, P. B. (1995). The Future of Employment Relations. London: Sage.
2. Bareja, J.K. (2000), Industrial Law, Galgotia Publishing House.
3. Monappa, Arun (2002), Industrial Relations. Tata McGraw Hill.
4. Blyton, P. & Turnbull, P. (2004), The Dynamics of Employee Relations, Palgrave Mcmillan.
5. Ackers, P. & Wilkinson, A. (2003). Understanding Work & Employment: Industrial Relations in
Transition. Oxford: Oxford University Press Satish Pai, S.Ravi Shankar, “Management
Development Skills for Excellence”, Himalaya Publishing House.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program
Name
OMBA
Program Code
501
Specialization GROUP C
Credit
4
L-T-P
4-0-0
Course Name
HRM Planning , Bargaining and Negotiation Process
Objectives of the Course
● To understand various stages of Human Resource Planning and their execution for Human
Resource Development in an Organization.
● It is also intended to facilitate an understanding of the structure and dynamics of negotiation.
Unit I :
Human Resource Planning: Importance of HRP, Factor affecting HRP, Planning, Process, Requisites and
Barriers to HRP.
Unit II :
Models and techniques of manpower demand and supply forecasting; behavioral factors in human
resource planning - wastage analysis; retention; redeployment and exit strategies.
Unit III :
Career management and career planning; performance planning; performance appraisal and career
development.
Unit IV :
Bargaining: Introduction, Approaches to Bargaining, Goals and Process of Bargaining; Bargaining
Procedures and Skills, Organizational Application of Bargaining Skills.; Specific Techniques of Bargaining,
Collective Bargaining – objectives and Process. Ethics in Bargaining
Unit V :
Negotiation: Introduction, Nature and need for negotiation, negotiation process, Types and styles of
negotiation; strategies and tactics; barriers in effective negotiation, Communication Style, Breaking
Deadlocks Unit IV: Role of trust in negotiations; negotiation and IT; ethics in negotiation; cultural
differences in negotiation styles; gender in negotiations; context of mediation; negotiation as persuasion.
Course Outcomes (CO)
PO1 :- To state the importance of Human Resource function in planning and staffing
organizational manpower requirement
PO2:- To equip students with the tools necessary to effectively meet the challenges of an ever-changing
business climate.
PO3:- To inculcate specialized knowledge and skills required by managers who are responsible primarily
of managing human resources and improving industrial relations
PO4 :- To be able to understand Collective bargaining fundamentals and Process.
Books for References:
1. Aswathappa, K. Human Resource and Personnel Management, McGraw Hill, New Delhi (2005)
2. Arthur, M. Career Theory Handbook, Englewood Cliff, Prentice Hall Inc., 1991.
3. Belkaoui, A.R. and Belkaoui, J.M. Human Resource Valuation: A Guide to Strategies and Techniques,
Greenwood, Quorum Books, 1995.
4. Singh Kavita - Counselling Skills for Managers (PHI) 2. Carroll, M.: Workplace counseling, Sage
Publication.
5. Kottler, J. A., & Shepard, D. S.: Introduction to counselling: voices from the field, USA: Cengage
Learning.
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Business Analytics (Group D)
Program
Name
OMBA
Program Code
501
Specialization GROUP D
Credit
4
L-T-P
4-0-0
Course Name
Big Data Analytics in Business
Objectives of the Course
● To help students understand the Big Data Platform and its Use cases.
● To provide an overview of Apache Hadoop.
● To provide knowledge of Provide HDFS Concepts and Interfacing with HDFS.
● To provide exposure to Data Analytics with R.
Unit I
Introduction to Big Data: Introduction– distributed file system–Big Data and its importance, Four Vs, Drivers
for Big data, Big data analytics, Big data applications. Algorithms using map reduce. Methodological
Challenges and Problems.
Unit II
Introduction to Hadoop And Hadoop Architecture: Big Data – Apache Hadoop &Hadoop Eco System,
Moving Data in and out of Hadoop – Understanding inputs and outputs of MapReduce -, Data
Serialization
Unit III
Hadoop: History of Hadoop- the Hadoop Distributed File System – Components of Hadoop Analysing the
Data with Hadoop- Scaling Out- Hadoop Streaming- Design of HDFS-Java interfaces to HDFS Basics-
Developing a Map Reduce Application-How Map Reduce Works Anatomy of a Map Reduce Job run-Failures-
Job Scheduling-Shuffle and Sort – Task execution - Map Reduce Types and Formats- Map Reduce Features -
Hadoop environment.
Unit IV
Frameworks: Applications on Big Data Using Pig and Hive – Data processing operators in Pig – Hive
services – HiveQL – Querying Data in Hive - fundamentals of HBase and ZooKeeper - IBM InfoSphere
BigInsights and Streams. Big data Processing in Apache Spark.
Unit V
Predictive Analytics- Simple linear regression- Multiple linear regression- Interpretation of regression
coefficients. Visualizations - Visual data analysis techniques- interaction techniques - Systems and
applications.
Course Outcomes (CO)
CO1: Identify Big Data and its Business Implications.
CO2: List the components of Hadoop and Hadoop Eco-System.
CO3: Access and Process Data on Distributed File System.
CO4: Manage Job Execution in Hadoop Environment.
Books for References:
1. Tom White “ Hadoop: The Definitive Guide” Third Edit on, O’reily Media
2. SeemaAcharya, SubhasiniChellappan, "Big Data Analytics" Wiley
3. Michael Berthold, David J. Hand, "Intelligent Data Analysis”, Springer
4. Jay Liebowitz, “Big Data and Business Analytics” Auerbach Publications, CRC press
5. Tom Plunkett, Mark Hornick, “Using R to Unlock the Value of Big Data: Big Data Analytics with Oracle
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Specialization GROUP D
Credit
4
L-T-P
4-0-0
Course Name
R Programming for Business
Objectives of the Course
● To enable the students to know about the information needs of Management.
● To introduce the concepts of data analysis methods.
● To have hands-on training of Statistical Data Analysis through R Programming.
Unit I
Basic Statistics with R: Importance of Statistics-Primary and secondary data-Data collection methods
Presentation of numerical and categorical data.
Unit II
Classification and Tabulation of Data, Diagrammatic Presentation of Data, Graphical Presentation of
Data-Graphical Presentation of Data-II.
Unit III
Descriptive statistics: Analysis of Quantitative Data, Measures of central tendency: Mean, Median, Mode,
Geometric mean and Harmonic mean.
Absolute and relative measures of dispersion: Range, quartile deviation, mean deviation and Standard
deviation.
Unit IV
Moments: Central and Non-central (Raw) moments, Importance of moments and their inter-relationships.
Sheppard’s corrections for moments for grouped data.
Unit V
Measures of Skewness: Karl Pearson, Bowley’s formula (based on quartiles), Moments and Kurtosis based
on moment Simple problems and Applications. Correlation of Bivariate Data, Fitting of Curves, Correlation
Coefficient, Rank Correlation, Intra-Class Correlation, Regression and Multiple Correlations, Linear
Regression, Plane of Regression, Multiple Correlation, Partial Correlation.
Course Outcomes (CO)
CO1: List motivation for learning a programming language
CO2: Access online resources for R and import new function packages into the R workspace
CO3: Import, review, manipulate and summarize data-sets in R
CO4: Explore data-sets to create testable hypotheses and identify appropriate statistical tests
CO5: Perform appropriate statistical tests using R Create and edit visualizations
Books for References:
• The Art of R Programming, Norman Matloff, Cengage Learning
• R for Everyone, Lander, Pearson
• R Cookbook, R PaulTeetor, Oreilly
• R Programming By Dr.T. Murali Mohan , S.Chand Publications
• Garrett Grolemund, . Hands on Programming with R, Oreilly
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
Program Name
OMBA
Program Code
501
Specialization GROUP D
Credit
4
L-T-P
4-0-0
Course Name
Marketing & Social Media Analytics
Objectives of the Course
● Students will learn analytical and customer theories to apply appropriate analysis techniques to given
research problems and types of customer data.
● Student will develop the ability to critically evaluate business problems and to determine the most
appropriate analytical technique.
● Understand and apply key concepts in social media metrics.
● Understand and apply social media analytics tools.
● Collect social media data.
● Monitor consumers and competitors and glean deeper consumer insights based on advanced social
media data modeling
Unit I
Introduction: Various Marketing Analytics tool, Features, analysis theory, Introduction to R Programing, What
customers want?: Customer value, Conjoint Analysis
Unit II
Conjoint Analysis: Marketing Mix Allocation Marketing Mix Models and Advertising Models,
Recommender System, Market Basket Analysis and RFM Analysis
Unit III
Text Mining and Sentiment Analytics: Text Mining and Product Innovation Management, Social Network
Analysis for Marketing, Digital Marketing: Paid Search Advertising, Digital Marketing: Unstructured Data,
Mobile Marketing and Supplemental Spreadsheet Available Spatial Regression.
Unit IV
Introduction to Social Media: Analytics, Monitoring Customer Engagement in Social Media Introduction-New
Challenges for Mining, Graph basics- Graph Representation, Types of Graphs, Connectivity in Graphs, Special
Graphs, graph algorithms, Network measures centrality, transitivity and reciprocity, balance and status,
similarity, Network Models - Properties of Real-World Networks, Random Graphs, Small-World Model ,
Preferential Attachment Model Module. Identifying Opinions through sentiment analysis and topic modelling.
Unit V
Behavior Analytics- Individual Behavior, Individual Behavior Analysis, Individual Behavior Modelling,
Individual Behavior Prediction, Collective Behavior
Course Outcomes (CO)
CO1: Apply their understanding of utility theory to measure customer preferences;
CO2: Identify what customers’ value in a product, and assess what they are willing to pay for it
CO3: Evaluate the effectiveness and return on investment in a social media marketing campaign
Books for References:
• Naone, Erica. "The New Big Data". Technology Review, MIT.
• Inmon, Bill; Nesavich, Anthony. Tapping Into Unstructured Data. Prentice-Hall. ISBN 978-0-13-236029-
6.
• Wise, Lyndsay. "Data Analysis and Unstructured Data".
• "Big Data: The next frontier for innovation, competition and productivity
• Szabo, G., G. Polatkan, O. Boykin & A. Chalkiopoulus, Social Media Data Mining and Analytics, Wiley
• Social Media Mining- An Introduction, Reza Zafarani, Mohammad Ali
• Abbasi. Huan. Cambridge University Press, Mining of Massive Datasets, Jure Leskovec,AnandRajaraman,
Jeffrey D
• HBS Cases:Gupta, S., K. Armstrong, & Z. Clayton (2011), Social Media
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
• Deighton, J.&L. Kornfeld , United Breaks Guitar
• Dinsmore, J. (2018) Squatty Potty: Assessing Digital Marketing Campaign Data
Program Name
OMBA
Program Code
501
Specialization GROUP D
Credit
4
L-T-P
4-0-0
Course Name
Python Programming & Data Visualization
Objectives of the Course
● Understand fundamentals of Python and Juypter Notebook.
● Understand the data structure, data frames and Pandas Idioms
● To understand the implementation of descriptive statistics in R.
● To understand the basic concept of data visualization with R.
● To apply R functions to visualize categorical data in the form of Bars and Charts.
Unit I
Introduction of Python, Juypter Notebook, Python Functions, Python Types and Sequences, Python More on
Strings, Reading and Writing CSV files. Advanced Python Objects, map(), Numpy, Pandas, Visualization
DataMatplotlib, Bar Charts, Line Charts, Scatterplots. Create Advance visualization such as Waffle Charts,
Word cloud, Regression Plot, map with markers.
Unit II
The Series Data Structure, querying a Series, The Data Frame Data Structure, Data Frame Indexing and
Loading, querying a Data Frame, Indexing Data frames, Merging Data frames
Unit III
Descriptive Analysis using R: Computing an overall summary of a variable and an entire data frame, summary()
function, sapply() function, stat.desc() function, Case of missing values, Descriptive statistics by groups, Simple
frequency distribution: one categorical variable, Two-way contingency table: Two categorical variables,
Multiway tables: More than two categorical variables.
Unit IV
Basic Concept in R: Data Structure, Import of Data. Graphic Concept in R: Graphic System, Graphic Parameter
Settings, Margin Settings for Figures and Graphics, Multiple Charts, More Complex Assembly and Layout, Font
Embedding, Output with cairo_pdf, Unicode in figures, Colour settings, R packages and functions related to
visualization.
Unit V
Visualization of Categorical Data in R: Bar Chart Simple, Bar Chart with Multiple Response Questions, Column
Chart with two-line labeling, Column chart with 45o labeling, Profile Plot, Dot Chart for 3 variables, Pie Chart
and Radial Diagram, Chart Tables.
Course Outcomes (CO)
CO1: Students will be able to understand fundamentals of Python and Juypter Notebook data structure, data
frames and Pandas Idioms.
CO2: Understand date time functions in python
CO3: To understand the implementation of descriptive statistics in R.
CO4: To understand the basic concept of data visualization with R.
CO5: To apply R functions to visualize categorical data in the form of Bars and Charts.
Books for References:
• Python Programming for the Absolute Beginner By Michael Dawson, 2nd Edition, Premier Press, 2003
• Image Processing and Pattern Recognition, Volume 5, 1st Edition, By Cornelius Leondes, Academic Press
• Davis,Pecar – Business Statistics using Excel, Oxford
• Ken Black – Business Statistics, 5th ed., Wiley India
UTTARANCHAL UNIVERSITY
(Established vide Uttaranchal University Act, 2012, Uttarakhand Act No. 11 of 2013)
Premnagar-248007, Dehradun, Uttarakhand, INDIA
• Chandrasekaran & Umaparvathi-Statistics for Managers, 1st edition, PHI Learning
• Big Data Visualization, James D. Miller, Packt Publishing Ltd