12. MBA -Services Mgt.

-2011-12 -SDE Page 1 of 18

BHARATHIAR UNIVERSITY: COIMBATORE – 641 046

SCHOOL OF DISTANCE EDUCATION (SDE)
for the SDE students admitted during the academic year 2011-12 & Onwards

M.B.A - Services Management

(Annual Pattern)

Paper Name of the Subject Marks

First Year

1.1 Principles of Management and Organisational Behaviour 100

1.2 Managerial Economics 100
1.3 Accounting and Finance for Managers 100
1.4 Marketing Management 100
1.5 Human Resource Management 100
1.6 Quantitative Techniques for Management 100
1.7 Research Methods for Management 100
1.8 Corporate Communication 100
1.9 Operations Management 100

Second Year

2.1 Service Marketing 100

2.2 Customer Relationship Management 100
2.3 Health Care Services Management 100
2.4 Hospitality Services Management 100
2.5 Public Services Management 100
2.6 Financial Services Management 100
2.7 Total Quality Service Management 100
2.8 Business Environment and Ethics 100
2.9 Strategic Management 100
---------
Total 1800
---------
12. MBA -Services Mgt.-2011-12 -SDE Page 2 of 18

1.1.Principles of Management and Organizational Behaviour

UNIT I
Management : Science, Theory and Practice - The Evolution of Management Thought and the
Patterns of Management Analysis - Management and Society : Social Responsibility and Ethics -
Global and Comparative Management - The Basis of Global Management – Functions of
Management-The Nature and Purpose of Planning - Objectives - Strategies, Policies and
Planning Premises - Decision Making - Global Planning.

UNIT II
The Nature of Organizing - Organizational Structure : Departmentation - Line/Staff Authority
and Decentralization - Effective Organizing and Organizational Culture - Global Organizing. Co-
ordination functions in Organisation - Human Factors and Motivation - Leadership - Committees
and group Decision Making - Communication - Global Leading.

UNIT III
The System and Process of Controlling - Control Techniques and Information Technology -
Global Controlling and Global Challenges – Direction Function – Significance.

UNIT IV
Organisational Behaviour : History - evoluation, Challenges & opportunities, contributing
disciplines, management functions and relevance to Organisation Behaviour. Organizational
Behaviour responses to Global and Cultural diversity.
Personality - Determinents, structure, behaviour, assessment, psycho-analytical social learning,
job-fit, trait theories.
Emotions and Emotional Intelligence as a managerial tool. Attitudes - relationship with
behaviour, sources, types, consistancy, work attitudes, values - importance, sources, types, ethics
and types of management ethics. Perception - Process, Selection, Organisation Errors,
Managerial implications of perception.Learning - classicial, operant and social cognitive
approaches. Implications of learning on managerial performance.

UNIT V
Stress - Nature, sources, Effects, influence of personality, managing stress- Conflict -
Management, Levels, Sources, bases, conflict resolution strategies, negotiation. Foundations of
group behaviour : team decision making. Issues in Managing teams.
Organisational change - Managing planned change. Resistance to change - Approaches to
managing organisational change - Organisational Development - values - interventions, change
management- Organisational culture - Dynamics, role and types of culture and corporate culture.

REFERENCE
1. Koontz & Weirich, Essentials of Management, Tata McGraw Hill Publishing Company, New
Delhi.
2. Stoner, Freeman & Gilbert, Management, PHI, 6th Edition.
3. Robbins.S.P., Fundamentals of Management, Pearson, 2003.
4. Robbins.S. Organisational Behaviour, X edn., Prentice-Hall, India.
5. Umasekaran, Organisational Behaviour.
6. VSP Rao, V Hari Krishna – Management: Text and Cases, Excel Books, I Edition, 2004
12. MBA -Services Mgt.-2011-12 -SDE Page 3 of 18

1.2. Managerial Economics

UNIT I
Managerial Economics - meaning, nature and scope - Managerial Economics and business
decision making - Role of Managerial Economist - Fundamental concepts of Managerial
Economics- Demand Analysis - meaning, determinants and types of demand - Elasticity of
demand.

UNT II
Supply meaning and determinants - production decisions - production functions - Isoquants,
Expansion path - Cobb-Douglas function.
Cost concepts - cost - output relationship - Economies and diseconomies of scale - cost
functions.

UNIT III
Market structure - characteristics - Pricing and output decisions - methods of pricing -
differential pricing - Government intervention and pricing.

UNIT IV
Profit - Meaning and nature - Profit policies - Profit planning and forecasting - Cost volume
profit analysis - Investment analysis.

UNIT V
National Income - Business cycle - inflation and deflation - balance of payments - Monetary and
Fiscal Policies

REFERENCE
1. Joel Dean - Managerial Economics, Prentice Hall/Pearson.
2. Rangarajan - Principles of Macro Economics, Tata McGraw Hill.
3. Athmanand.R., Managerial Economics, Excel, New Delhi, 2002.
4. P.L.Mehta, Managerial Economics, S.Chand and Sons Company Ltd., New Delhi, 2004.
5. Peterson Lewis, Managerial Economics, Prentice Hall of India, New Delhi, 2002.

1.3. Accounting and Finance for Managers

UNIT I
Financial Accounting - Definition - Accounting Principles - Concepts and conventions - Trial
Balance – Final Accounts (Problems) - Depreciation Methods-Straight line method, Written
down value method.

UNIT II
Financial Statement Analysis - Objectives - Techniques of Financial Statement Analysis:
Accounting Ratios: construction of balance sheet using ratios (problems)-Dupont analysis. Fund
Flow Statement - Statement of Changes in Working Capital - Preparation of Fund Flow
Statement - Cash Flow Statement Analysis- Distinction between Fund Flow and Cash Flow
Statement. Problems
12. MBA -Services Mgt.-2011-12 -SDE Page 4 of 18

UNIT III
Cost Accounting - Meaning - Distinction between Financial Accounting and Cost Accounting -
Cost Terminology: Cost, Cost Centre, Cost Unit - Elements of Cost - Cost Sheet - Problems.
Budget, Budgeting, and Budgeting Control - Types of Budgets - Preparation of Flexible and
fixed Budgets, master budget and Cash Budget - Problems -Zero Base Budgeting.

Marginal Costing - Definition - distinction between marginal costing and absorption costing -
Break even point Analysis - Contribution, p/v Ratio, margin of safety - Decision making under
marginal costing system-key factor analysis, make or buy decisions, export decision, sales mix
decision-Problems

UNIT IV
Objectives and functions of Financial Management - Role of Financial Management in the
organisation - Risk-Return relationship- Time value of money concepts - Indian Financial system
- Legal, Regulatory and tax framework. Sources of Long term finance - Features of Capital
market development in India - Role of SEBI in Capital Issues.
Capital Budgeting - methods of appraisal - Conflict in criteria for evaluation - Capital Rationing
- Problems - Risk analysis in Capital Budgeting.

UNIT V
Cost of Capital - Computation for each source of finance and weighted average cost of capital -
EBIT -EPS Analysis - Operating Leverage - Financial Leverage - problems.
Capital Structure Theories - Dividend Policies - Types of Divided Policy.
Working Capital Management - Definition and Objectives - Working Capital Policies - Factors
affecting Working Capital requirements - Forecasting Working Capital requirements (problems)
- Cash Management - Receivables Management and - Inventory Management - Working Capital
Financing - Sources of Working Capital and Implications of various Committee Reports.

REFERENCE
1. Advanced Accountancy - R.L.Gupta and Radhaswamy
2. Management Accounting - Khan and Jain
3. Management Accounting - S.N.Maheswari
4. Prasanna Chandra, “Financial Management – Theory and Practice”, Tata McGraw Hill, New
Delhi (1994).
5. I.M.Pandey, “Financial Management”, Vikas Publishing, New Delhi.

Note : 80% of the questions shall be theory based

20% of the questions shall be problems.
12. MBA -Services Mgt.-2011-12 -SDE Page 5 of 18

1.4. Marketing Management

UNITI
Marketing Concepts and Tasks, Defining and delivering customer value and satisfaction - Value
chain - Delivery network, Marketing environment, Adapting marketing to new liberalised
economy - Digitalisation, Customisation, Changing marketing practices, e-business - setting
up websites; Marketing Information System, Strategic marketing planning and organization.
UNIT II
Buyer Behaviour, Market Segmentation and Targeting, Positioning and differentiation strategies,
Product life cycle strategies, New product development, Product Mix and Product line decisions,
Branding and Packaging, Price setting - objectives, factors and methods, Price adapting policies,
Initiating and responding to price changes.
UNIT III
Marketing channel system - Functions and flows; Channel design, Channel management -
Selection, Training, Motivation and evaluation of channel members; Channel dynamics - VMS,
HMS, MMS; Market logistics decisions.
UNIT IV
Integrated marketing communication process and Mix; Advertising, Sales promotion and Public
relation decisions. Direct marketing - Growth, Benefits and Channels; Telemarketing;
Salesforce objectives, structure, size and compensation.
UNIT V
Identifying and analysing competitors, Designing competitive strategies for leaders, challengers,
followers and nichers : Customer Relationship marketing - Customer database, Data
warehousing and mining. Attracting and retaining customers, Customerism in India, Controlling
of marketing efforts.

Global Target market selection, standardization Vs adoptation, Product, Pricing, Distribution and
Promotional Policy.

REFERENCE
1. Marketing Management - Philip Kotler - Pearson Education/PHI, 2003.
2. Marketing Management - Rajan Saxena - Tata McGraw Hill, 2002.
3. Marketing Management - Ramasamy & Namakumari - Macmilan India, 2002.
4. Case and Simulations in Marketing - Ramphal and Gupta - Golgatia, Delhi.
5. Marketing Management – S.Jayachandran - TMH, 2003.

1.5. Human Resource Management

UNIT I: Human Resource Function

Human Resource Philosophy – Changing environments of HRM – Strategic human resource
management – Using HRM to attain competitive advantage – Trends in HRM – Organisation of
HR departments – Line and staff functions – Role of HR Managers.

UNIT II: Recruitment & Placement

Job analysis : Methods - IT and computerised skill inventory - Writing job specification - HR
and the responsive organisation.
12. MBA -Services Mgt.-2011-12 -SDE Page 6 of 18

Recruitment and selection process : Employment planning and forecasting - Building employee
commitment : Promotion from within - Sources, Developing and Using application forms - IT
and recruiting on the internet.

Employee Testing & selection : Selection process, basic testing concepts, types of test, work
samples & simulation, selection techniques, interview, common interviewing mistakes,
Designing & conducting the effective interview, small business applications, computer aided
interview.

UNIT III: Training & Development

Orientation & Training: Orienting the employees, the training process, need analysis, Training
techniques, special purpose training, Training via the internet.

Developing Managers: Management Development - The responsive managers - On-the-job and

off-the-job Development techniques using HR to build a responsive organisation. Management
Developments and CD-Roms - Key factor for success.

Performance appraisal: Methods - Problem and solutions - MBO approach - The appraisal
interviews - Performance appraisal in practice.

Managing careers: Career planning and development - Managing promotions and transfers.

UNIT IV: Compensation & Managing Quality

Establishing Pay plans : Basics of compensation - factors determining pay rate - Current trends
in compensation - Job evaluation - pricing managerial and professional jobs - Computerised job
evaluation.

Pay for performance and Financial incentives : Money and motivation - incentives for operations
employees and executives - Organisation wide incentive plans - Practices in Indian
organisations.

Benefits and services : Statutory benefits - non-statutory (voluntary) benefits - Insurance benefits
- retirement benefits and other welfare measures to build employee commitment.

UNIT V: Labour relations and employee security

Industrial relation and collective bargaining : Trade unions - Collective bargaining - future of
trade unionism. Discipline administration - grievances handling - managing dismissals and
separation.

Labour Welfare : Importance & Implications of labour legislations - Employee health - Auditing
HR functions, Future of HRM function.

REFERENCE

1. Gary Dessler, "Human Resource Management", Seventh edition, Prentice-Hall of India

P.Ltd., Pearson.
2. David A. DeCenzo & Stephen P.Robbins, Personnel/Human Resource Management, Third
edition, PHI/Pearson.
12. MBA -Services Mgt.-2011-12 -SDE Page 7 of 18

3. VSP Rao, Human Resource Management: Text and cases, First edition, Excel Books, New
Delhi - 2000.
4. Dr. R.Venkatapathy & Assissi Menacheri, Industrial Relations & Labour Welfare, Adithya
Publications, CBE, 2001.
5. Robert L.Gibson and Marianne H.Mitchell, Introduction to Counseling and Guidance, VI
edition, PHI, 2005.

1.6. Quantitative Techniques for Management

UNIT I
QT – Introduction – Measures of Central Tendency – Mean, Median, Mode.
Mathematical Models – deterministic and probabilistic – simple business examples – OR and
optimization models – Linear Programming – formulation – graphical solution –simplex –
solution.
UNIT II
Transportation model – Initial Basic Feasible solutions – optimum solution for non – degeneracy
and degeneracy model – Trans-shipment Model – Assignment Model – Travelling Salesmen
problem.

UNIT III
Network Model – networking – CPM – critical path – Time estimates – critical path – crashing,
Resource levelling, Resources planning. Waiting Line Model – Structure of model – M/M/1 for
infinite population.

UNIT IV
Probability – definitions – addition and multiplication Rules (only statements) – simple business
application problems – probability distribution – expected value concept – theoretical probability
distributions – Binomial, Poison and Normal – Simple problems applied to business.

UNIT V
Inventory Models – Deterministic – EOQ – EOQ with Price Breaks – Probabilistic Inventory
Models - Probabilistic EOQ model – Game theory-zero sum games: Arithmetic and Graphical
Method.
Simulation – types of simulation – Monte Carlo simulation – simulation problems. Decision
Theory – Pay off tables – decision criteria – decision trees.

REFERENCE

1. Statistics for Management – Richard L Levin & Daid S Rubin

2. Statistical Methods – S P Gupta
3. Operations Research – Kanti Swarup, Gupta And Man Mohan
4. Operations Research – Dr. J.K. Sharma Macmillan Indian Ltd.
5. U.K. Srivastava, G.V. Shenoy, S. C. Sharma, “Quantitative Techniques for Managerial
Decision”, Second Edition, Prentice Hall of India

Note : 80% of the questions shall be theory based

20% of the questions shall be problems.
12. MBA -Services Mgt.-2011-12 -SDE Page 8 of 18

1.7. Research Methods for Management.

UNIT I
Research - meaning - scope and significance - Types of research - Research Process -
Characteristics of good research - Scientific method - Problems in research - Identifying research
problem – concepts, constructs and theoretical framework.

UNIT II
Hypothesis:- meaning - sources - Types - formulation Research design - Types - case study -
features of good design - measurement - meaning - need Errors in measurement - Tests of sound
measurement Techniques of measurement - scaling Techniques - meaning - Types of scales -
scale construction techniques.

UNIT III
Sampling design - meaning - concepts - steps in sampling - criteria for good sample design -
Types of sample designs - Probability and non-probability samples. Data collection:- Types of
data - sources - Tools for data collection methods of data collection - constructing questionnaire -
Pilot study - case study - Data processing:- coding - editing - and tabulation of data - Data
analysis.

UNIT IV
Test of Significance:- Assumptions about parametric and non-parametric tests. Parametric Test -
T test, F Test and Z test - Non Parametric Test - U Test, Kruskal Wallis, sign test. Multivariate
analysis-factor, cluster, MDS, Discriminant ananlysis. (NO Problems). SPSS and its applications.

UNIT V
Interpretation - meaning - Techniques of interpretation - Report writing:- Significance - Report
writing:- Steps in report writing - Layout of report - Types of reports - Oral presentation -
executive summary - mechanics of writing research report - Precautions for writing report -
Norms for using Tables, charts and diagrams - Appendix:- norms for using Index and
Bibliography.

REFERENCE
1. Rao K.V.Research methods for management and commerce - sterling
2. Zikmund, Business Research Methods
3. Kothari C.R.- Research methodology
4. Donald R.Cooper and Pamela S.Schindler - Business Research Methods - Tata McGraw Hill.
5. Uma Sekaran, Research Methods for Business, Wiley Publications.

Note : 80% of the questions shall be theory based

20% of the questions shall be problems.
12. MBA -Services Mgt.-2011-12 -SDE Page 9 of 18

1.8. CORPORATE COMMUNICATION

Unit 1:
Communication basics – Business Communication – components – Types – formal
communication network – Work team communication – variables – goal – conflict resoulation –
non – verbal communication – Cross cultural communication – Business meetings – Business
Etiquette.
Unit 2:
Understanding Corporate Communication – Employee Communication – Managing Government
Relations – Writing for Media and Media Relations
Unit 3:
Corporate Communication in Brand Promotion – Financial Communication – Crises
Communication.
Unit 4:
Report writing: Characterizing & business reports – Types and forms & reports – Project
proposals – collection of data – tables constitution – charts – writing the report – documenting
the sources – proof reading.
Unit 5:
Business Presentation: Written and oral presentation – work – team presentation – Delivering the
business presentation visual aids – slides – electronic presentation – hand-outs – delivering the
presentation – career planning – preparing Resume – job applications – preparation for a job
interview – employment interviews – follow-up.

References:

1. Scot Ober, Contemporary business communication, fifth edition, biztantra.

2. Lesiler &Flat lay, Basic Business communication. Tata Mc Graw Hill.

1.9. OPERATIONS MANAGEMENT

UNIT I : Operations Management – Meaning – Importance – historical contributions – System

view of OM - Operation strategy and competitiveness - Functions of OM – types of production
systems

UNIT II : Product design and process selection – Evaluation and Selection of appropriate
Production and Operations technology. Product Design and process selection.
Types of layout – analysis and selection of layout – Product and / or Process layout, Cellular,
Lean and Agile manufacturing systems – Computer Integrated Manufacturing Systems -
Assembly line balancing.

UNIT III : Production planning and control – meaning – functions – aggregate planning –
master production schedule (MPS) – Material requirement planning (MRP) – BOM – Capacity
requirement planning (CRP) – Techniques – problems in MRP and CRP – an introduction to
MRP II and ERP – Business Process Re-engineering - Total Productive Maintenance (TPM)

UNIT IV : Materials management – functions – material planning and budgeting – Value

12. MBA -Services Mgt.-2011-12 -SDE Page 10 of 18

Analysis - purchase functions and procedure - inventory control – types of inventory – safety
stock – order point – service level – inventory control systems – perpetual – periodic – JIT –
KANBAN.

UNIT V : Total Quality Management Concept - Statistical Quality Control for Acceptance
Sampling and Process Control – Concepts of O.C.C. Curve – Use of the O.C. Curve – Concept
of Type I and Type II error – Quality movement – Quality circles –– ISO Quality Certifications
and types – Quality assurance – Six Sigma concept.

References :
1. Production and Operations Management – Everest E Adam & Ebert – PHI – publication
forth edition.
2. Operations Management (Theory and Problems ) – Joseph G Monks – McGraw Hill Intl.
3. Production and Operations Management – S N Chary – TMH Publications
4. Production and Operations Management – Pannerselvam, PHI
5. Lee J. Krajewski and Larry P. Ritzman, “Operations Management: Process and value
Chains”, 7th Edition, PHI, 2007
6. Hunawalla and Patil – production and Operations Management, Himalaya.
7. Modern Production and operations management – E.S Buffa.
8. Lee J. Krajewski and Larry P. Ritzman, “ Operations Management: Strategy and Analysis”,
Addison Wesley.
9. Chase, Aquilano & Jacobs “Production and Operations Management”,Tata McGraw Hill.

Questions : 40% of the questions shall be problems

60% of the questions shall be theory based.

II Year
2.1. SERVICES MARKETING

Objective: The course aims at making students understand concepts, philosophies, processes
andtechniques of managing the service operations of a firm.

Unit I : Introduction: Difference between product and services marketing; Characteristics of

services; Classification of services; Paradigms in services marketing
Service marketing system: Service quality; Understanding customer expectations and zone of
tolerance; Segmentation and zone of tolerance; Targeting and positioning of service

Unit II : Services marketing mix: Augmented marketing mix; Developing the service
product/intangible product; Service product planning; Service pricing strategy; Services
promotions; Services distributions

Unit III : Physical evidence: Role of communication in service marketing; People and internal
communication; Process of operations and delivery of services; Role of technology in services
marketing.

Unit IV : Marketing the Financial Services: Deciding the service Quality, Understanding the
customer expectation, segmenting, targeting, and positioning of Financial Services, Devising
12. MBA -Services Mgt.-2011-12 -SDE Page 11 of 18

Financial Services Marketing Mix Strategies with special reference to Credit Cards, Home
Loans, Insurance and Banking.

Unit V : Services in global perspective: International marketing of services; Recent trends;

Principal driving force in global marketing of services; Key decisions in global marketing;
Services strategy and organising for global marketing

Suggesting Readings
1)) Lovelock- Services Marketing: People, Technology and Strategy (Pearson Education,
5th edition) 2001.
2) Rampal and Gupta –Services Marketing –Sultan Chand
3)Bhattacharjee-Services Marketing –Excel publishers
3) Zeithaml- Services Marketing (Tata McGraw-Hill, 3rd edition) 1999.
4) Rama Mohana Raok - Services Marketing (Pearson Education)
6) Govind Apte- Services Marketing (Oxford Univ. Press)

2.2. CUSTOMER RELATIONSHIP MANAGEMENT

Objectives:.
The aim is to provide tools and techniques along with an understanding to the student as to how
to enhance shareholder value by shifting from a 'Market Share' mindset to obtaining higher
"Share of Individual Customer's Business" i.e., Enhancing Lifetime Value of Customers.

Course Contents:
Unit1. Introduction and Significance of Customer Relationship Management: CRM Emerging
Concepts; Need for CRM; CRM Applications; CRM Decisions; The Myth of Customer
Satisfaction; CRM Model; Understanding Principles of Customer Relationship; Relationship
Building Strategies; Building Customer Relationship Management by Customer Retention;
Stages of Retention; Sequences in Retention Process; Understanding Strategies to Prevent
Defection and Recover Customers.

Unit 2. CRM Process: Introduction and Objectives of a CRM Process; an Insight into CRM and
e-CRM/online CRM; The CRM cycle i.e. Assessment Phase; Planning Phase; The Executive
Phase; Modules in CRM, 4C's (Elements) of CRM Process; CRM Process for Marketing
Organization; CRM Affiliation in Retailing Sector; Key e-CRM features.

Unit 3. CRM Architecture: IT Tools in CRM; Data Warehousing Integrating Data from different
phases with Data Warehousing Technology; Data Mining: - Learning from Information Using
Date Mining Technology like OLAP etc.; Understanding of Data Mining Process; Use of
Modeling Tools; Benefits of CRM Architecture in Sales Productivity; Relationship Marketing
and Customer Care, CRM Over Internet.

Unit 4. CRM Implementation: Choosing the right CRM Solution; Framework for Implementing
CRM: a Step-by-Step Process: Five Phases of CRM Projects

Unit 5. Development of Customizations; Beta Test and Data Import; Train and Retain; Roll out
and System Hand-off; Support, System Optimization and Follow-up; Client/Server CRM Model;
12. MBA -Services Mgt.-2011-12 -SDE Page 12 of 18

Use of CRM in Call Centers using Computer Telephony Integration (CTI); CTI Functionality;
Integration of CRM with ERP System.
Case Studies

Reference Books:
1. Mohammed, H. Peeru and a Sagadevan (2004). Customer Relationship Management. Vikas
Publishing House, Delhi.
2. Paul Greenberge (2005). CRM-Essential Customer Strategies for the 21st Century.
Tata McGraw Hill.
3. William, G. Zikmund, Raymund McLeod Jr.; Faye W. Gilbert (2003). Customer
Relationships Management. Wiley.
4. Alex Berson, Stephen Smith, Kurt Thearling (2004). Building Data Mining Applications for
CRM. Tata McGraw Hill

2.3. HEALTH CARE SERVICES MANAGEMENT

Objective: To enhance the skills in leadership, interpersonal relations, conflict and change
management as a manager in health care with critical thinking and a reflective mind-set.

Unit 1:Concepts of Health Services –Individual and environmental factors that contribute to
individual health care-continuity of health services-prevention and education -public health and
primary health care – convalescence-rehabilitation-nursing homes-community health .

Unit 2 : The Indian health care system- Organisation and operation of the Indian Health Care
System

Unit 3 : Organisation and Management of health care services – administrative and professional
services-analysis of the structure and functions of various services- patient services-
information services-support services-Challenges of e-health-electronic medical records.

Unit 4 : Management of health care and related organizations-organisational functions and

structures, accountabilities and authorities-effective functioning of teams-individual ,team and
organizational performance management

Unit 5 : Quality management of Health services –basic concept of quality in health care,- quality
assurance and improvement techniques-accreditation and licensing – current trends and issues

Reference :
1. The economic of health and health care Sherman Follard, Allen C. Goodman, Mison
strw, C 2005
2. Essentials of managed health care ed by Peter R. Kongstvedt, C 2007.
3. Social work practice in community based health care – Marcia Egan, Goldie Kadushin, C
2007.
12. MBA -Services Mgt.-2011-12 -SDE Page 13 of 18

2.4. HOSPITALITY SERVICES MANAGEMENT

OBJECTIVE : To explain lodging and food services management.

UNIT I : The World of Hospitality -The Travel and Tourism Industry in Perspective -Why
People Travel -Where People Travel -Economic and Other Impacts of Tourism -
Ecotourism/Adventure Travel

UNIT II The Nature of Hospitality -Communication - Turnover -Demands and Rewards The
Lodging Industry - The Globalization of the Lodging Industry - Franchising - Lodging Industry
Developments in the 1970's -Management Contracts - The Condominium Concept Time-
Sharing -Lodging in the Volatile 1980's -Market Segmentation - Amenities etc -
Globalization -A View of the Lodging Industry Around the World

UNIT III
The Organization and Structure of Lodging Operations -Size and Scope of the Industry -
American Hotel Classifications -European Hotel Market Segments and Hotel Types -
Organization of American Hotels -Organization of European Hotels The Rooms Division -The
Front Office Department - The Rooming Section The Cashier Section - The Mail and
information Section -The Reservation Department Methods of Advance Reservation -Types of
Reservations -Special Concerns The Telecommunications Department -The Uniformed Service
Department The Housekeeping Department

UNIT IV
The Food Service Industry -The Growth and Development of Food Service Food Service in
America -Food Service in Europe -Franchising Developments in Food Service McDonald's: A
Case Study in Success -Consistency -Franchise Agreements and Relationships Fast-Food
Employees -Franchising Problems

UNIT V
Functional Areas in Hospitality Operations -The Engineering and Maintenance Division The
Changing Nature of Engineering - The Work of the Engineering Division Energy Management-
The Green Movement - The Marketing and Sales Division The Accounting Division -The
Human Resources Division -The Engineering Division The Rooms Division -The Food and
Beverage Division-Career Opportunities

REFERENCE BOOKS:

1. Human Resource Management for Hospitality Services – Alistair L Goldsmith

2. Managing Tourism and Hospitality Services, Theory and International Applications
(Hardcover)
- B. Prideaux, G.Moscardo, E.Laws
3. Managing Tourism and Hospitality Services: Theory and International Applications
- B Prideaux ,G Moscardo, E Laws
4. Services Management : An insight into Hospitality Industry - Vinnie Jauhari and Kamlesh
Misra
12. MBA -Services Mgt.-2011-12 -SDE Page 14 of 18

2.5. PUBLIC SERVICES MANAGEMENT

OBJECTIVE
To develop a thorough understanding of public management and get skills for excellence in
public sector.

UNIT I
The Context of Public Management – Understanding Public Organizations.

UNIT II
Environment & Political Power – Goals, Effectiveness, Power & Decision making

UNIT III
Technology Management and Policy – Understanding People.

UNIT IV
Leadership and Public Management – Teamwork and Communication.

UNIT V
Change and Development in Public Management – High Performance Public Management.

REFERENCE :

Rainey, Hal C.(1997) Understanding and Managing Public Organisations. 3rd Edition. San
Francisco : Jossey-Bass.

2.6. FINANCIAL SERVICES MANAGEMENT

Objectives: To give the students an insight into the principles, operational policies and practices
of the prominent Financial Markets and Institutions, their structure and functioning in the
changing economic scenario, and to make critical appraisal of the working of the specific
financial institutions of India.

Unit 1. Financial Markets in India: Indian Money Markets and Recent Reforms Call Money
Market, Treasury Bills Market, Commercial Bills Market, Markets for Commercial Paper &
Certificate of Deposits, Recent Developments in Capital Markets in India, Role of SEBI,
Merchant Banking,
Venture Capital

Unit 2. Financial & Banking Institutions: Role, Meaning and Importance of Financial
Institutions and Banks in the Emerging New Environment of Privatisation and Globalisation,
Funds Flow Analysis, Interest Rate Analysis, Yield Curve, Risk and Inflation, Management of
Commercial Banks, Credit Gaps and Credit Rating, Consortium Loaning, Maximum Permissible
Banking Finance, Loan Pricing, Narasimham Committee Reports, Non-performing Assets, Asset
Classifications, Income Recognition Provisioning and Capital Adequacy Norms, Disinvestment.

Unit 3. Investment Trust Companies – Economics of Investment Trust Companies, Mutual

Funds, A Detailed Critical Appraisal of UTI in the Indian Financial System.
12. MBA -Services Mgt.-2011-12 -SDE Page 15 of 18

Unit 4. NBFC: Activities and Role of NBFC; Regulatory Framework of NBFC; Recent
development. Mergers and Acquisitions-SEBI code on Take-overs-Business Failures and
reorganizations.

Unit 5: Other financial services. Venture Capital-Bill Discounting-Factoring-Credit rating

Asset Securitization-Depositories
Analysis of Cases

Text Books:
1. Bhalla, V. K. (2004). Managing International Investment and Finance. New Delhi, Anmol.
2. Saunders, Anthony, Cornett, Marcia Millon (5th ed., 2005). Financial Institutions
Management.Tata McGraw Hill.
3. Bhall, L.M. (4th ed., 2004). Financial Institutes & Markets. Tata McGraw Hill.

Reference Books:
1. Fabozzi, Frank J. (2002). Foundations of Financial Markets and Institutions. PrenticeHall.
2. Kohn, Meir (2000). Financial Institutions and Markets. Tata McGraw Hill.
3. Mishkim, Frederics, Eakins, Stanley, G (5th ed., 2006). Financial Markets Institutions.
Prentice Hall.

2.7. TOTAL QUALITY SERVICE MANAGEMENT

Objective : To provide basic knowledge on the concepts of TQM on a journey towards

continuous improvement of service quality.

UNIT-I: ASPECTS OF QUALITY

Quality mission, policy and objectives; concepts, evolution and determinants of quality;
interpretation and process of quality audits; cost of quality and economics of quality.
Contribution of quality gurus -Shewhart, Juran, Figenbaum, Ishikawa, Deming and Taguchi;
SPC, SQC, CWQC, TPM, TQC.

UNIT – II: TOTAL QUALITY MANAGEMENT

Definition, underlying concepts, implementation and measurement of TQM, Internal Customer-
Supplier relationship, QFD, Quality Circles, Quality improvement teams, team work and
motivation in TQM implementation, training and education, role of communication in
implementing TQM, policy deployment.

UNIT – III: MANAGEMENT OF PROCESS-I

Processes in service organization and their control, simple seven tools of quality control: Check
Sheet, Histogram, Scatter diagram, Process Mapping, Cause and Effect diagram, Pareto analysis,
control charts and Advanced tools of quality.

MANAGEMENT OF PROCESS-II
SQC: Control Charts for variables – X, Xbar, and R charts and control charts for attributes-p, Np,
and c charts. Acceptance sampling plan and occurrence Vendor selection and vendor rating.
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UNIT – IV: MANAGEMENT OF QUALITY

Facets of quality planning, quality improvement methods, Kaizen, quality audits, medical audit,
accreditation, nursing care standards, Six Sigma, JIT and NABL.

UNIT – V: SYSTEMS APPROACH TO QUALITY

Introduction to ISO 2000, ISO 14000 and ISO 18000.
Documentation of quality systems, quality manual, procedure manuals, work instruction manuals
and records for ISO 2000. Bench Marking and Business Process Reengineering Definition,
methodology and design, evaluation and analysis.

References:
Sundara Raju, S.M., Total Quality Management: A Primer, Tata McGraw Hill, 1995.
Sreenivasan, N.S and V.Narayana, Managing Quality – Concepts and Tasks, New Age
International, 1996.
Kume, H., Management of Quality, productivity Press, 1996.
Dennis, Lock., Handbook of Quality Management, 1992.
Hammer, M. and Spect. Business Process Reengineering, 1995.
ISQUA Journal
MCB journal of Quality Management.

2.8. BUSINESS ENVIRONMENT AND ETHICS

Objectives: To equip the students with the knowledge of emerging trends in social, political,
ethical and legal aspects affecting business decisions.

UNIT 1 :- Business environment - The concept and significance - constituents of business

environment - Business and society , Business & ethics - Social responsibility - Environmental
pollution and control. Business and culture- Business and Government - Political system and its
influence on business - Indian constitution - Directive Principles of State Policy.

UNIT II:- Managing Ethics- meaning and types – framework of organizational theories and
sources – ethics across culture – factors influencing business ethics – ethical decision making –
ethical values and stakeholders- ethics and profit. Corporate Governance – structure of Boards-
reforms in Boards – compensation issues – ethical leadership.

UNIT III :- Globalisation of the economy – trends and issues, Politics and environment, MNCs
and Government relationships- Introduction to GATT and WTO.

UNIT IV:- Fiscal policy - central finances and new fiscal policy - Direct and indirect Tax
structure, VAT, MODVAT - Service Tax problems and reforms -Expenditure Tax - Public debts
&deficit financing

UNIT V:- Legal environment of business – Monopolies – Company Law, Competition Act
2002. Foreign Exchange Management Act- Securities and exchange board of India Act -
Customs and Central Excise Act - Central and State sales Tax - Consumer protection Act Patents
Act.
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REFERENCES:
Adhikari.m - Economic environment of Management
Francis cherunnilam - Business environment
Pruti s . economic & managerial environment in India
Davis & keith William c . frederik - business and society
Amarchand d - Government and business
Mankard _ Business Economics
A.N Agarwal _ Indian economy
Steiner and Steiner – Business Ethics – Mc-Graw Hill
Raj Agarwal – Business Environment – Excel Books.

2.9. STRATEGIC MANAGEMENT

Objectives: To help the students to learn the process of strategic decision making,
implementation and evaluation of corporate policies

UNIT I
Corporate strategic planning - Mission - Vision of the firm - Development, maintenance and the
role of leader - Hierarchal levels of planning - strategic planning process. Strategic management
Practice in India, Family run corporates.

UNIT II
Environmental Analysis & Internal Analysis of Firm:
General environment scanning, competitive & environmental analysis - to identify opportunities
& threat - Assessing internal environment through functional approach and value chain -
identifying critical success factors - to identify the strength & weakness - SWOT audit - core
competence -Stakeholders’ expectations, Scenario-planning - industry analysis.

UNIT III
Strategy formulation
Generic strategies - Grand strategies - Strategies of leading Indian companies - The role of
diversification -limit - means and forms. Strategic management for small organisations, non-
profit organizations and large multi product and multiple market organisations.

UNIT IV
Tools of Strategy Planning and evaluation
Competitive cost dynamics - experience curve -BCG approach - cash flow implication. IA -BS
matrix - A.D Littles Life -cycle approach to strategic planning - Business portfolio balancing -
Assessment of economic contribution of strategy - Strategic funds programming.

Unit V
Strategy implement & Control:
Various approach to implementation of strategy - Matching organization structure with strategy -
7Smodel - Strategic control process - Du Pont’s control model and other Quantitative and
Qualitative tools - Balanced score card - M.Porter’s approach for Globalization - Future of
Strategic Management.
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Reference

1.Pearce& Robinson, Strategic Management ,All Indian Travellors N.D

2.A.C. Hax And Ns, Strategic Management: An Integrative Perspective, Majifu, Prentice Hall
3.Micheal Porter, Competitive Strategies.
4.Micheal Porter, Competitive Advantage Of Nations.
5.Samul C. Certo And J.Paul Peter, Strategic Management, Second Edition. Concept And
Application, Mcgraw Hill.
6.Georgy G.Dess And Alex Miller , Strategic Management, Mcgraw Hill.
7.Gerry Jhonson & Keven Scholes, Exploring Corparate Strategy: Text And Cases,Ph
8.Jaunch .L ,Rajive Gupta & William.F.Glueck ,Business Policy And Strategic Management
,Frank Bros & Co,20003
9.Fred R.David ,Strategic Management Concept &Cases ,Pearson,2003

QUESTION PAPER PATTERN

Time : 3 Hours Max Marks : 100

Answer any Five Questions (5 X 20 = 100 Marks)

1.
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3.
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5.
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8.

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