BUSINESS STRATEGY PROJECT-SELECTED CASE STUDIES MBA (IB) 2010 13 BUSINESS STRATEGY Trimester IV Group - 4 Submitted By Sandip Rout

ut (Roll No.16) Sankarsen Sengupta (Roll No.17) Satyajit Deb (Roll No.18) Saurav Prakash (Roll No.19)

Indian Institute of Foreign Trade Kolkata Campus

Table of Contents

Table: Courses and Course Coordinators details 4 Table: Course wise Evaluation components 4 Course Coordinator: Prof. K. Rangarajan......................................................................5 Course Description 5 Course Delivery Method ...............................................................................................6 Course Objectives ..........................................................................................................6 Linkages with Other Courses.......................................................................................7 This course being a basic course provides foundation for all the courses based on management concepts. Moreover in this course aspects like communication, staffing, leading, and organizational behaviour will be dealt as part of functions of management. These aspects will be dealt in detail latter in Business Communication, Human Resource Management and Organisation Behaviour courses. .......................7 Required Text and Materials ................................................................................16 Module I (2 lectures)..................................................................................................39 Module II Acquaintance with computer and ICTs; evolution of industry structure since 1970s (3 lectures)..............................................................................................39 Module III (The Internet environment 1 lecture)....................................................40 Module IV (More on Systems and its Development 1 lecture): Types of software Applications vis--vis Systems software, and their further categories and examples. Brief discussions on methods of developing IT Solutions. Trend of consolidation in industry, and reasons behind it. .................................................................................40 Module V (Ongoing challenges 1 lecture)..............................................................41 Understanding the fundamental elements of communication & Processes 45 Approaching the business communication process systematically 45 ORGANIZING AND WRITING BUSINESS MESSAGES 45 Researching data and gathering ideas 45 Why to revisit messages 45 Strategies for routine letters 46 Writing routine memos and e-mail messages 46 Strategies for making persuasive messages 46 Reporting a finding 47 2

Contact List

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Kolkata Campus
3

MBA (IB) 2010 - 13 TRIMESTER I

Table: Courses and Course Coordinators details
Course Credit 2 3+1(non credit) 4 3 2 Course Coordinator Contact no. E-mail id

Principles of Management Business Economics + Maths for Business Economics Business Statistics Introduction to IT Business Communication

Prof. K. Rangarajan Prof. Bibek Ray Chaudhuri Prof. Saswati Tripathi Prof. Ranjit Goswami Prof. S. P. Kamath**

23572854 (Extn: 136) 23572854 (Extn: 135) 23572854 (Extn: 125) 23572854 (Extn: 134) 98101 45882

rangarajan@iift.ac.in
brchaudhuri@iift.ac.in saswati@iift.ac.in ranjit@iift.ac.in spkamath@bol.net.in

* Guest Faculty

Table: Course wise Evaluation components

Course: Principles of Management
Self Assessment Tests 10% Case/Web Analysis 20% Project Report 20% Article Review 10% Quiz (two) 10% End-term (Open Book) 30% Total 100%

Course: Business Economics + Maths for Business Economics

Class Test (On mathematical concept) 20%

Case Analysis (Group) 20%

Quizzes (Best 2 out of 3) 20%

End Term Exam 40%

Total 100%

Course: Business Statistics

Assignments & Class Participation 20% Quizzes 20% Class Test 20% End term Examination 40% Total 100%

Course: Introduction to IT
Class Participati on 25% Presentation/ analysis/ facilitation of a case/article ( in group ) 25% Presentation of preparing a real life case with IT ( in group ) Opportunities/Usage/Misusage 25% End Term Examination Total 25% Total

100%

Course: Business Communication

Presentation 20% Report writing 20% Proposal writing 20% End term Evaluation 40% Total 100%

Principles of Management

MBA (IB) 2010-13 Trimester I

Course Coordinator: Prof. K. Rangarajan

Course Description

Credit: 2

The course on Principles of Management is a basic course in your curriculum, which is designed to give you a basic understanding of the role and functions of a manager and to explain the principles, concepts, and techniques used by managers in carrying out their work. The course is intended for persons who presently hold, or desire in the future to hold, management responsibilities in an organization or enterprise. A central concept of the course is that there is a general framework for understanding management that applies 5

to managers in all organizations--large or small, public or private, product-oriented or service-oriented. Topics covered in this course include planning, decision-making, organizing, controlling, and innovating. The course emphasizes the skills needed to apply management principles and concepts to real-life situations; you will analyze management issues and problems that to be resolved require realistic, practical plans of action. These practical skills are developed through case studies in the course assignments. You are expected to put minimum of 80 hours reading and learning outside the classroom.

Course Delivery Method There is a strong emphasis on dialogue and student participation in discussions. To get the most out of this course, you need to participate actively in these discussions. Participation requires preparation before class, attendance in class, and presentation of your ideas to the class. The case analysis will help you to develop your ability to think strategically and solve problems. Through applying the conceptual material to the cases, you will learn how to recognize business opportunities and problems, acquire and interpret information effectively, develop creative alternatives, consider the relevant constituencies, and make decisions that consider short- and long-term outcomes. The sessions will be a mixture of lectures, self - assessment tests and case analysis. There will be cases to understand the applications of management concepts. At the end of the session, a full-fledged case will be given for group presentation. Moreover, the students are required to prepare a project and submit it before the End-term Examination

Course Objectives The overall aims of this course are to increase both your knowledge of management and your ability to manage. At the end of the course, you should be able to: 6

Clearly define the tasks and functions that comprise a management position. Explain the management principles, concepts and techniques involved in planning, organizing, leading, controlling, decision making and innovating.

Know when and how to use such principles, concepts, and techniques. Clearly define the skills needed to carry out management functions. Practice some management skills.

Linkages with Other Courses This course being a basic course provides foundation for all the courses based on management concepts. Moreover in this course aspects like communication, staffing, leading, and organizational behaviour will be dealt as part of functions of management. These aspects will be dealt in detail latter in Business Communication, Human Resource Management and Organisation Behaviour courses. Course Outline

Module 1 : Introduction to Management Managing, Management and the job of Manager Functions of Management Traditional and Contemporary Issues & Challenges Environmental Context of Management.

Module 2 : Planning & Decision Making Module 3 Basic elements of Planning and Decision Making Organisational Planning Managing Goal setting and Planning Process Nature and Perspectives on Decision Making

: Basic Elements of Organising Designing jobs and Reporting Relationships Nature of Organisation Design Forms of Organisation Design Power and Distribution of Authority

Module 4 : Controlling Process Nature of Control Types of Control Managing Control

Session Plan: Module I II Session 1 2 3 4 5 6 7 8 9 Topic Introduction to Management and Organizations Evolution of Management Thought & Practices Organizational Culture and the Environment Decision Making Foundations of Planning Strategic Management Planning Tools and Techniques Organizing Process and Relationships Organizational Structure and Design 8

III

IV

10 11 12 13 14

Organizational Structure and Design Foundations of Control Process Control Methods & Applications Control Methods & Applications Review

Detailed Course Outline A: Theoretical and Conceptual Content:

Module I :

Introduction to Management

This module introduces students to the key concepts of management. It also exposes them to the functions of management and the role of the manager in executing them. The students are summarized the different perspectives of management thought and contemporary management issues and challenges.

Topics: Start-up Case: All above Board Managing, Management and the job of Manager Functions of Management Traditional and Contemporary Issues & Challenges Environmental Context of Management

Learning Objectives: Describe the nature of management and managers and characterize their importance to organizations. Identify and briefly explain the basic management functions, the kinds of managers found at different levels of the organization.

Identify the basic managerial roles that managers may play and skills they need to be successful. Summarize and evaluate the different perspectives of management thought. Identify and describe contemporary management issues and challenges.

Skill Self-Assessment: 1. 2. 3. 4. Skills of Effective Managers Self-awareness Culture Quiz Beliefs and Values

Case Study 1 : Apologetic Ajay Discussion Questions: 1. What do you think was the effect of Ajays outburst on the other managers at the meeting? 2. Was it necessary for Ajay to apologize to Ramnarain? Why? 3. How would you respond to the kind of apology that Ramnarain received? 4. What would it be like to have Ajay working for you? To work for Ajay? 5. How does Ajay define Ramnarains responsibilities as an assistant product manager? How does he define his own role as a top manager? Case Study 2 : Premier Automobiles Discussion Questions: 10

1. What is the primary problem in this case? 2. How would each of the approaches to management in this module analyze the case? 3. How should the plant manager restore production on the assembly line? 4. What policy, if any, should be developed to prevent future production interruptions? 5. If there is an underlying struggle for power in this situation, precisely where does it lie? Which theoretical approach to management policy is best suited to answer this question? Module II : Planning & Decision Making This module introduces students to one of the key functions of management, viz., planning. It appraises the function of decision making and the planning process. It also summarizes the purpose of organizational goals, types of plans and the barriers in goal setting and planning.

Topics: Basic elements of Planning and Decision Making Organizational Planning Managing Goal setting and Planning Process Nature and Perspectives on Decision Making

Learning Objectives: Summarize the function of decision making and the planning process. Discuss the purpose of organizational goals, identify different kinds of goals and discuss goal setting. Identify different kinds of organizational plans, discuss the development of tactical and operational plans and their utility. Discuss the decision making process and rational perspectives on decision making. Skill Self-Assessment: 11

1. Are you a good planner? 2. Decision making styles

Case Study 3 : Sysco Discussion Questions: 1. What are the advantages and disadvantages for planning under a decentralized system such as Syscos? Which are greatest in this Case? Why? 2. Sysco has managed to avoid many of the problems that have plagued other companies that grew through extensive acquisitions. Will it be able to continue to do so? Why or Why not? 3. By quickly shedding manufacturing units is Sysco passing over some excellent opportunities? Why or Why not?

Case Study 4 : Is Quaker Quaking? Discussion Questions: 1. What kinds of decisions are described in this case? How would you classify them in terms outlined in the module? 2. Are the problems and solutions in this case unique to the food products industry or could they be found in other products and situations? 3. Will Quaker be able to withstand the competition of Pepsi and Coke in the sports beverage market? Why or why not?

Module III : Basic Elements of Organizing This module elaborates the basic elements of Organization. It describes the alternative approaches to organizational design, which accounts for the span of control in an organization. It also brings out the relationship between power and authority. Topics: 12

 Designing jobs and Reporting Relationships Nature of Organisation Design Forms of Organisation Design Power and Distribution of Authority Learning Objectives: Identify the basic elements of organizations. Identify and explain the basic perspectives in organization design. Describe the basic forms of organization designs Discuss how authority is distributed in organizations

Case Study 5 : Honda Restructures Discussion Questions: 1. Describe the structural changes Kawamoto made at Honda Motor. What basic Organizing concepts can you identify? 2. Do you believe that the restructuring undertaken by Kawamoto will be successful? Why or Why not? 3. What new skills would a manager need to be successful in the organization as structured by Kawamoto as opposed to those needed in the previous structure?

Case Study 6 : Xerox is no copy Discussion Questions:

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1. Describe the organization design of Xerox? How does it seem to fit its environment? In what ways does it not seem to fit its environment? 2. What are the advantages and disadvantages to the horizontal organization that Xerox is beginning to adopt? Which are more pertinent to Xerox? Why? 3. In what way does Xeroxs organization seem to be adaptive?

Module IV : Controlling Process This module explains the purpose of control, identifies different types of control and describes the steps in the control process. It brings out the features of effective control system and deals with the resistance to control and how managers can overcome this resistance.

Topics: Nature of Control Types of Control Managing Control Learning Objectives: Explain why managers believe they need control Describe the steps in the control process Discuss the importance of key performance areas and strategic control points to the design of effective control systems. Identify and explain the forms of different control methods.

Skill Self-Assessment: 14

1.

Understanding Control

Case Study 7 : Sherwin-Williams Discussion Questions: 1. Would the attention to detail described here be appropriate to all organizations? Why or why not? 2. What forms of control are evident at Sherwin-Williams? examples of each. 3. Given that Sherwin-Williams has developed such excellent computerized information and warehouse operations systems, why does it not move to use them in businesses other than the slow-growing paint business? Would you diversify if you were Mr. Breen? Why or why not? Cite specific

Case Study 8 : Nissan Plant is Just-in-Time Poster child Discussion Questions: 1. What are the possible benefits to Nissan for having suppliers located on their factory property? What are some potential disadvantages? 2. Although the JIT approach is a cost-cutting measure, what new costs might be incurred by Nissan using the approach described in this case? 3. What managerial issues do you think might arise from the cozy supplier arrangement Nissan is using? What human resource issues might arise?

B : Experiential Content:

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The experiential content of the course consists of a group project using the concepts studied in the course. Each group is required to analyze its own department tracing the various managerial functions performed using organizational charts, plans and write-ups. The project may be divided into the following sections: 1. Departmental Profile ( Use Write-up) 2. The planning process ( Use flow charts and write-up) 3. Organization of the Department (Use organization chart and write-up) 4. Control Process ( Use control charts indicating the type of controls in place) 5. Your observations on the gaps. ( Indicate the probable suggestions to overcome the same)

Required Text and Materials Supplementary case studies, Skill self-assessment and readings are included in the course package. Text Book: Management; Griffin, Ricky W; Biztantra Publishers, New Delhi.Indian Edition, ( Original Edn. By Houghton Mifflin, USA) References: 1. Management; Stoner, James A.F, Freeman, Edward R and Gilbert Jr., Daniel R; Pearson Education, N.Delhi, First Indian Reprint, 2004. (LPE) 2. Management: Principles and Guidelines; Duening, N.Thomas and Ivancevich, M.John, 2003, (Indian Reprint), Biztantra, New Delhi. (Original Edn. By Atomic Dog Pub.,USA) 3. Management; Griffin, Ricky W; AITBS Publishers, New Delhi. 7th Indian Edition, 1999. ( Original Edn. By Houghton Mifflin, USA) 16

4. Essentials of Management, Koontz, H and Weihrich,H, TMH, New Delhi, 5 th Edn., 2002. 5. Management, Daft, L.R.,Dryden Press ( Harcourt), Orlando, US., 2000

Assessment The Performance of the Students will be assessed as follows: Component Self Assessment Tests Case/Web Analysis Project Report Article Review Quiz (two) End-term (Open Book) : : : : : : Marks 10% 20% 20% 10% 10% 30%

Course Coordinator Information The Course Coordinator may be contacted for Out of the Classroom discussion after prior appointment, as follows: E-mail: rangarajan@iift.ac.in

A Note on Groups and Assignments

The Class of 2010-13 is divided into 10 Groups for all group activities in this course. Each group will consist of not more than six members. The group evaluation will be done through random selection of any of the group members for Presentation/Viva. The marks given for such evaluation will be binding on the Group. The students are advised to work as a Team for better performance in the group activities. In the Assessment Components Case/Web Analysis, Project, Article Review are group activities. The schedule of group activities for the respective weeks is shown separately in the Table. Students are required to use the time slot for Assignments/Presentations for 17

the group activities. Meeting of timeline for the different activities is an essential part of evaluation.

Table - 1 Group Allotment and Assessment Schedule Group Case/Web Analysis 1 2 3 4 5 6 7 8 9 10 8 7 6 5 W W 4 3 2 1 11 8 2 5 9 10 4 3 1 6 Table - 2 Weekly Allotment of Assignments Week Case/Web Assignment Components Article 18 Skill Test Quiz Project Individual Individual Group Assignment Components Article Skill Test Quiz Project

Analysis 1 2 3 4 5 6 7 8 1 2, 3 4, 5 6 7, W1 8 W2 3 11 8 2 5 9 10 4 3 Set 4 Set 3 2 Prestn Set 2 1 Set 1

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Table 3 List of Cases & Web Based Exercises Case No.

1. 2. 3. 4. 5. 6. 7. 8.

Case Title/Web Exercise Apologetic Ajay Premier Automobiles Sysco Is Quaker Quaking? Honda Restructures Xerox is no copy Sherwin-Williams Nissan Plant is Just-in-Time Poster child Visit the website of Food Corporation of India (FCI) and make a presentation on the Businesses, Management and organization of Finnair. Visit the site map of UNICEF and analyse the organogram. How is this organization different from the others? Table - 4 List of Articles for Review

W1 W2

Sl. No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Articles The Learning Organisation and the Innovative Organization Improving Public Sector Management The Motivational Benefits of Goal-setting Distortions and Deceptions in Strategic Decisions The Strategic Decision-Making Process in Organisations Public Management Decision Making : Effects of Decision Content Systematic Objective Setting for Effective Issue Management Organisation Design for the 21st Century Delegation Pitfalls Measurement of Organisational Effectiveness Balancing and Rebalancing in the Creation and Evolution of Organisational Control
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MBA (IB) 2010-13 Trimester I Business Economics & Maths for Business Economics
Course Coordinator: Dr. Bibek Ray Chaudhuri Credit: 4

Objective Business Economics is concerned with the application of economic principles and methodologies to business decision problems. In this course students will increase their understanding of economics and learn a variety of techniques that will allow them to solve business problems relating to costs, prices, revenues, profits, and competitive strategies. The over-riding goal of the course is to make students better decision- makers in a business or institutional context but the principles and techniques are also applicable to personal financial and economic decisions. A subsidiary purpose of the course is to sharpen analytical skills so that students will be better able to recognize and solve decision problems in different contexts. Mathematical tools necessary for exposition of theoretical concepts would also be dealt with. The course, accordingly, is concerned with both theory and practice: the theory serves to sharpen analytical skills, and the practice will give experience in the application of the principles and techniques to real-world business problems. Pedagogy
Class room teaching Discussion of Cases

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Evaluation Pattern
Numbers 1 1 (Group) 3 1 Evaluation On Mathematical Concepts Best 2 out of 3 Total Marks 20 20 20 40

Class Test Case Analysis Quizzes End Term Exam

Course Structure and Session Plan Topic Contents References Session Module 1: Introduction to Basic Concepts of Managerial Economics To understand the scope Managerial Economics. Mathematical concepts necessary to derive the relationships To understand the forces that determine market outcome under perfect information 1. Introduction I. Managerial Economics & Economic Theory Thomas & 1&2 II. What is a Firm? Maurice(Chapter 1) III. Measuring & Maximizing Economic Profit Sen (Chapter 7) IV. Separating of Ownership & Control Example-1: Right R for V. Contractual Theories of Firm Doctors VI. Organizational Theories of Firm Example-2: Managerial IV. Market Structure & Managerial Decision Strategy Making 2. Demand I. Individual Demand Ivon (Chapter 2) 3&4 II. Determinants of Demand Thomas & Maurice III. Basis for Demand Chapters (2 & 5) IV. Market Demand Example-3: Negative V. Buyer Surplus Price VI. Business Demand Example-4: Demand for used cars Example-5: General Motors Demand for Aluminum Example-6: Ranking of Car Brands 3. Matrices & Determinants Objective: To expose the students to methods used in solving a system of linear equations. Types of Matrices Operations on Matrices Inverse of Matrices Rank of Matrix Determinants of different orders Cramers Rule for Solving Simultaneous Equations 22 Chiang (Chapters 4 & 5), RGD Allen (Chapter 18) 5&6 Quiz 1

4. Analytical Geometry

5. Calculus and Optimization

6. Elasticity

Properties of Determinants Applications Objective: To understand the various ways in which equations can be depicted graphically. Introduction Equation of Straight line Parabola The circle Applications Objective: Is mainly to understand the rate of change of variables to change in their determinants in both static and dynamic frameworks. Numbers and Variables Functions and their diagrammatic representations Limits and Continuity Derivative techniques & Applications Optimization I. Own Price Elasticity II. Forecasting quantity demanded and Expenditure III. Other Elasticities IV. Adjustment Time V. Estimating Elasticities I. General Supply Function II. Market Equilibrium III. Basis of Supply i. Short run & Long run Production Functions ii. Short run & Long run Costs IV. Short and Long run Supply functions V. Elasticity of Supply

RGD Allen (Chapter 3)

RGD Allen (Chapters 2) Chiang (Chapters 2,7-12)

8&9

7. Supply

Ivon (Chapter 3) Thomas & Maurice (Chapter 6) Example-7: Empirical Elasticities of Demand Example-8: Estimating the demand for corporate jets Ivon (Chapter 4) Thomas & Maurice (Chapters 2,8 & 9) Example-9: Did Globalisation kill U.S. Manufacturing? Example-10: Productivity in U.S. Petroleum & Chemical Industries Example-11: Economies of Scale and Scope in Banking Thomas & Maurice (Chapter 11) Ivon (Chapter 5) Example-12: Does R&D Expenditure Affect Drug Prices Example-13: Profit Maximizing at Beau Apparel

10

11 Class-Test

8. Competitive Markets

I. Characteristics of Perfect Competition II. Demand facing a Price-taking Firm III. Profit Maximization in the Short run IV. Short run Supply for the Firm & Industry V. Profit Maximization in the Long run VI. Profit maximizing input-usage VII. Implementing Profit maximizing Output Decisions

12 & 13

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Module 2: Deviations from Perfect Information & Regulation To understand the pricing and output decisions in imperfect markets To understand how firms take strategic decisions To understand the rationale for regulation 9. Monopoly I. Sources, Measures & Determinants of Market Ivon (Chapter 8) Power Thomas & Maurice II. Profit Maximization under Monopoly (Chapter 12) III. Monopolistic Competition Example-14: Is Microsoft IV. Advertising a Monopoly? V. Market Structure Example-15: Profit VI. Restraining Competition Maximization at SouthVII. Monopsony West Leather Designs Example-16: Can Monopolistic Competitors Protect their Profits? 10. Decision I. Decision Making when rivals make Thomas & Maurice Making in Simultaneous Decisions (Chapter 13) Oligopoly II. Strategy when rivals make Sequential Ivon (Chapter 10) Markets Decisions Example-17: Nash goes III. Cooperation in Repeated Strategic to Hollywood Decisions 11. Pricing of I. Uniform Pricing Ivon (Chapter 9) Goods and II. Pricing of Multiple Products Petersen & Lewis Services III. Price Discrimination (Chapter 12) IV. Selecting the Discriminating Variable V. Product Bundling VI. Peak-Load Pricing VII. Cost-Plus Pricing 12. Regulation of Business I. Rationale for Regulation Keating & Wilson II. The Structure-Conduct-Performance (Chapter 13) Paradigm III. Concentration and its Measurement IV. Government Regulation of Market Structure & Conduct V. Regulation of Externalities VI. Consumer Protection Total Number of Sessions of two hours each 20

14&15 Quiz 2

16&17

18&19

20 Quiz 3

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Case Analysis & Presentation: Each group would consist of not more than five people. The cases allocated should be analyzed on the basis of parameters that would be mentioned along with each case-let. A small presentation on the case analysis involving all the members of the group would have to be made. A brief question-answer session on the case presented involving all the students would follow each presentation. Marks would be allocated for individual as well as group performance.

Text Book: Managerial Economics-Concepts and Applications, Christopher R Thomas, S Charles Maurice and Sumit Sarkar, Indian Adopted Version, Tata McGraw Hill References:

Managerial Economics, Ivon Png, Second Edition, Blackwell/Pearson Education,

Publishers. Microeconomics: Theory & Applications, Anindya Sen, Second Edition, Oxford University Press. Managerial Economics, H.C. Petersen & W. C. Lewis, Fourth Edition, Prentice-Hall India. Managerial Economics: An Economic Foundation for Business Decisions, Barry Keating & J. Holton Wilson, Second Edition, Biztantra. Managerial Economics, Mark Hirschey, Tenth Edition, Thomson South-Western. Managerial Economics Theory, Applications & Cases, Edwin Mansfield, Fourth Edition, Norton & Company. Mathematical Analysis for Economists, R G D Allen, Macmillan India Limited. Fundamental Methods of Mathematical Economics, Alpha C. Chiang, Third Edition, McGraw-Hill International Edition. Modern Microeconomics, A. Koutsoyiannis, Second Edition, ELBS. Intermediate Microeconomics A Modern Approach, Hal R Varian, Third Edition, W W Norton & Company. R G D Allen, Mathematical Analysis for Economists, Macmillan, Third Edition. Alpha C. Chiang, Fundamental Methods of Mathematical Economics, McGraw-Hill International Editions, Third Edition. M Raghavachari, Mathematics for Management An Introduction, Tata McGraw Hill

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Some Useful Websites & Links: http://www.tau.ac.il/~spiegel/teaching/micro-nihul/ http://instruct1.cit.cornell.edu/courses/econ301/e301ps.html http://gsbwww.uchicago.edu/fac/imran.rasul/teaching/ www.economics.ox.ac.uk/members/stefan.dercon/ microeconomics%20consumer %20analysis%20_week%202%20and%204_.pdf http://classes.maxwell.syr.edu/ecn301001/hw4_new.doc http://spruce.flint.umich.edu/~mjperry/notes.htm Evaluation Plan: Session No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Evaluation Components

Quiz 1

Class-Test

Quiz2

Quiz-3

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MBA (IB) 2010-13 Trimester I Business Statistics

Course Coordinator: Dr. Saswati Tripathi
Course Objectives Over past few years, we have witnessed dramatic and rapid changes in tools and techniques used in business decisions. In spite of many changes, one phenomenon remains unchanged - Statistics and its application in decision making. A major challenge to todays managers is effective analysis of available information for taking optimum business decisions. Statistics is a division of science which deals with collection, analysis, interpretation, and presentation of numerical data. The course is designed to equip participants with basic concepts of statistics and use of analytical tools. It is aimed to deal with management of uncertainty in managerial decisions. The purpose of this course is to nurture requisite skills needed for applying statistical/econometric techniques in business decisions through: Presentation and description of information in a structured manner Arriving at reliable conclusions Obtaining reliable forecasts

Credit: 4

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Pedagogy The teaching methodology is aimed at active class participation. Lectures, class-room problem solving and case studies will form the basis of interactive learning in this course. Several exercises / case studies will be distributed to the participants during the course for discussion in subsequent classes. Solution of real-life problems from different streams of Management Science involving application of statistical and/or econometric tools would be discussed.

Evaluation (i) Quiz: There will be 3 quizzes out of which best 2 will be considered for final grading. There will be no repeat quiz. a. First Quiz after Session 5 b. Second Quiz after Session 12 c. Third Quiz after Session 16 (ii) Assignment: Two assignments are to be submitted

(iii) Class Test: To be conducted after Session 10 (iv) End-term Examination: The exam will cover all the modules of course. Evaluation Pattern End Term ............. Quizzes .... . Class Test . Assignments & Class Participation .... Text Book: Aczel, Amir D. and Sounderpandian, Jayavel (2002). Complete Business Statistics (5th edition). McGraw-Hill (AS) http://www.mhhe.com/business/opsci/aczel05/ 40% 20% 20% 20%

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References Levine, David M., Krehbiel, Timothy C. and Berenson, Mark L. (2001). Business Statistics: A First Course.: Pearson Education India. (LKB) Levin, Richard I. and Rubin, David S. (2000). Statistics for Management (7th edition). New Delhi: Prentice Hall of India. (LR) StatSoft, Inc. (2002). Electronic Statistics Textbook (online). Tulsa, OK: StatSoft. http://www.statsoft.com/textbook/stathome.html Arsham, Hossein. Business Statistics: Revealing Facts from Figures (online). University of Baltimore. http://www.businessandlaw.vu.edu.au/beo5682busstat/ McGraw Hill / Irwin. Business http://www.mhhe.com/business/opsci/bstat/ Statistics Center (online)

SESSION PLAN Note: Legends for the following table are as follows: C stands for compulsory reading; O stands for Optional Reading; AS stands for the book Aczel and Souderpandian; LKB stands for the book Levine, Krehbiel and Berenson; LR stands for the book Levin and Rubin. For detailed information about the books, please see the reference. The text AS is provided to you. The other two may be accessed from the library. Numbers after the reference in the Readings column indicate the chapters of the respective books.

Session 1 Introduction and data collection There is a need to frame statistics for managers, especially since statistics is not a major for students. The frame of the reference of business students should be the functional area of business that is accounting, economics and finance, information systems, management and marketing. This session is an attempt to explore the intelligent use of statistics in decision making. i. Learning Objectives To understand how statistics is used in business To ascertain sources of data & types of data used in business To develop a practical approach towards statistical investigation

ii. ILD : Content Structure Definition, basic concepts and applications of statistics Why data are needed Types of data Data measurement scales

Step-by-step approach to statistical investigation

iii. Readings C: AS-1,O: LKB-1,LR-1

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Case : Consumers of detergent market & their attitudes towards buying in BHEL Township, Trichy

Session 2 & Session 3 Characteristics of Data and their Presentation These sessions describe the process of classifying raw data, presenting them with the aide of charts and tables, finding out the most basic measures like the central tendency (e.g., mean, median, mode) and measures of dispersion or variability (that captures how widely the data are distributed around the central value, measured by standard deviation, mean absolute deviation, etc.). i. Learning Objectives To describe properties of central tendency, variation & shape in numerical data To calculate descriptive summary measures for a population ii. ILD : Content Structure

Meaning & examples of Raw Data Construct a frequency distribution Histogram Cumulative Frequency Distribution and Ogive Curve Frequency Polygon Measures of Central Tendency

iii.

Measures of Variability
Differentiate between sample and population variance and standard deviation. Understand the meaning of standard deviation as it is applied using the empirical rule and Chebyshevs theorem

Readings C: AS-1,O: LKB-2,3 LR-2,3

Case : Money spent on fast food Mini Case : Price of Lipitor Practice problems to be given in class
Probability Session 4 This session` analyses the concept which numerically measures the degree of uncertainty and therefore of certainty of the occurrence of events. The idea is to provide conceptual information regarding probability and its application in managerial decision making. i. Learning Objectives To provide conceptual information regarding probability and its application in managerial decision making

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To understand conditional probability To use Bayes theorem

ii. ILD : Content Structure Basic Probability concept Mutually exclusive events

Independent events
Classical definition of probability ,Limitations of the Classical definition Rules of Probability Conditional Probability, Bayes Theorem

iii. Readings

C: AS-2 O: LKB-4, LR-4 Case : Probability of prostate cancer Practice problems to be given in class

Random Variables Session 5 The concept of random variable and probability distribution of random variables is the core of statistical inference. This session introduces these concepts

i. Learning Objectives
Distinguish between discrete & continuous random variable Explain how a random variable is characterized by its probability distribution To develop the concept of Mathematical Expectation for a discrete random variable To compute expected value, variance & standard deviation

ii. ILD : Content Structure Random Variable Continuous and Discrete Probability Distribution of Discrete and Continuous Random Variables Expected value, variance & standard deviation of a discrete random variable Sum & linear composite of a random variable iii. Readings C: AS-4, 5,O: LKB-5, LR-5

Practice problems to be given in class

Probability Distributions Session 6 & Session 7 Concept of statistical distributions is very widely applied in managerial decision-making process.

These sessions explains this concept and its application in managerial decision-making.
i. Learning Objectives:

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to compute probabilities from Binomial & Poisson distribution to understand the use of Binomial & Poisson distribution in solving business problems to identify when a random variable will be normally distributed to use the properties of normal distribution to explain the significance of the standard normal distribution to compute probabilities using normal distribution table to transform a normal distribution into a standard normal distribution

ii. ILD : Content Structure Binomial & Poisson distribution Bernoulli Random Variable & Bernoulli process Uses of binomial & Poisson distribution Normal distribution Properties of normal distribution Standard normal distribution Use normal distribution tables to compute probabilities Transform a normal distribution into a standard normal distribution Inverse transformation

iii. Readings C: AS-4, O: LKB-5, LR-5 Case : Credit Cards Practice problems to be given in class Sampling Distributions Session 8 & Session 9 These sessions explains the process of collecting information from all the elements of a

large population. It also explains the statistical procedures which are used for drawing inferences or conclusions about the population from the sample.
i. Learning Objectives To explain the need for sampling To distinguish between population parameters & sample statistics To distinguish between different survey sampling methods To compute probabilities related to sample mean & sample proportion To understand the importance of central limit theorem

ii. ILD : Content Structure What is sampling & why do we need sampling? Population parameters & sample statistics Types of sampling Sampling Distributions Concept of standard error Sampling Distributions of Mean from normal population Sampling Distributions of Mean from non normal population - The Central Limit Theorem Sampling Distributions of Proportion

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iii. Readings: C: AS-5 O: LKB-6 LR - 6, 7 Case: Haute-Couture Fashions (HCF) Practice problems to be given in class Confidence Interval Estimation Session 10 All managers must make quick estimates in an uncertain environment. The outcome of these estimates can affect their organizations. Managers use estimates because in all but the most trivial decisions, they must make rationale decisions without complete information and with a great deal of uncertainty about what the future will bring. This session is an attempt to explain how do managers use sample statistics to estimate population parameters i. Learning Objectives To explain why sample statistics are good estimators of population parameters To judge one estimator as better than another based on desirable properties of estimators To construct & interpret confidence interval estimate for the mean and proportion To determine minimum sample size necessary to develop a confidence interval for the mean and proportion

ii. ILD : Content Structure

Estimation Meaning & Concept Point estimation Interval Estimation Confidence interval estimation for mean (Population variance known) Confidence interval estimation for mean (Population variance unknown) Students t distribution Concept of Degrees of Freedom Confidence interval statement Large sample confidence interval estimation for the proportion Determining sample size Sample size determination for mean Sample size determination for proportion iii. Readings C: AS-5,6 O: LKB-6 LR - 6, 7 Practice problems to be given in class

Hypothesis Testing (One Sample Tests) Session 11 & Session 12 A foremost statistical mechanism for decision making is the hypothesis test. The concept of hypothesis testing lies at the heart of inferential statistics, and use of statistics to prove or disprove claims hinges on it. These sessions are an attempt to explore this foundation of decision making i. Learning Objectives

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To explain why hypothesis testing is important To describe the role of sampling in hypothesis testing To understand basic principles of hypothesis testing To formulate hypotheses approximately To identify type-I & type-II errors To interpret confidence level, significance level & power of a test To test hypotheses for large and small sample

ii. ILD : Content Structure Hypothesis Testing methodology Null and alternative hypotheses Critical value of test statistics Regions of rejection and non-rejection Significance level & power of a test Type-I error & Type-II error Risk in decision making using hypotheses methodology Test of Mean of normal distribution (Population variance known) Test of Mean of Normal Distribution (Population variance unknown) Test of Population Proportion (Large Sample) iii. Readings C: AS-7,O: LKB-7, LR-8 Practice problems to be given in class Hypothesis Testing (Two Sample Tests) Session 13 & Session 14 i. Learning Objectives To explain the need to compare two population parameters To conduct an independent-samples test for difference in two Population Means To understand hypothesis testing for difference between two Population Proportions (Large Sample) Test whether two population variances are equal ii. ILD : Content Structure Comparison of Means of two Independent Population Comparison of Mean of two Population Proportion (Large Sample) The F distribution Test for equality of two population variances iii. Readings C: AS-8 ,O: LKB-8, LR-8 Practice problems to be given in class Hypothesis Testing (Chi Square Test) i. Learning Objectives To differentiate between Parametric and Non-Parametric test To conduct a Chi Square Test for Goodness-of-Fit To conduct a chi-square test for Independence ii. ILD : Content Structure Parametric and Non-Parametric test Chi Square Analysis - basics Session 15

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 Chi Square Test for Goodness-of-Fit Contingency Table Analysis Chi Square Test for Independence iii. Readings C: AS-14O: LKB-9, LR-8 Practice problems to be given in class Simple Linear Regression and Correlation Session 16 These concepts are the basic building blocks for analysing statistical association between a dependent variable and one or more independent variable. The strength of the association is judged by applying the concepts hypothesis testing. i. Learning Objectives To understand coefficient of correlation and covariance To determine use of regression experiment in a given instance To formulate regression model To compute a regression equation To compute confidence intervals for regression coefficient To compute prediction interval for dependent variable To test hypothesis about a regression coefficient

ii. ILD : Content Structure Correlation Simple linear regression model Least Square Method Computation of Y intersect b0 and b1 Measures of Variation Computation of Sum of Square Coefficient of Determination Standard error of Regression Estimator Hypothesis Test about Regression Relationship iii. Readings C: AS-10 ,O: LKB-10 LR-8 Case: Return on capital in health care Practice problems to be given in class

Time Series Analysis Session 17 & Session 18 Time Series Analysis deals with the analysis of a data recorded over equal interval of time. The interval is normally taken as yearly as well as monthly or quarterly to obtain forecasts for each month or each quarter, in addition to the yearly forecasts. i. Learning Objectives The analysis of past data relating to a variable & to fit a suitable curve & project the curve to forecast a value of the variable Decomposition of past data into various components viz. trend, seasonal & random. Knowledge of these components helps in providing monthly or quarterly forecasts. To smoothen a series of observations by removing random & seasonal components ii. ILD : Content Structure

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 iii.

Time series & Components of a Time Series Time Series Models Smoothing Techniques Trend Analysis

Readings C: AS-12 ,O: LKB-12 LR-12 Case: : Dickson Industries Practice problems to be given in class Index Numbers Session 19 & Session 20 In the study of time series we often compare data in one time period with data from a different time period Such comparisons must be made with care because economic conditions change over time. These changes make it difficult to analyze business data or interpret economic variables. Direct comparisons from one time period to the next often become misleading. The use of Index numbers can provide decision makers with a more accurate picture of the behaviour of economic variables over time and make comparisons across time periods more meaningful. i. Learning Objectives To understand the importance, logic & methodology for calculation of various Index Numbers To understand the factors & issues to be taken into consideration for construction of Index Numbers. To smoothen a series of observations by removing random & seasonal components ii. ILD : Content Structure Significance & introduction Cost of Living Index Price Quantity & Value Relatives Laspeyres Index Paasches Index Fisher Ideal Index Issues In Forming Index Numbers Important Index Numbers iii. Readings C: AS-12 ,O: LKB-12 LR-8 Case: Dickson Industries Practice problems to be given in class

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MBA (IB) 2010-13 Trimester I Introduction to IT

Course Coordinator: Prof. Ranjit Goswami Lab :Arijita
Overview Information Technology (IT), its evolution to widespread applications in business environment, has reshaped our world, management practices and even society since 37

Credit: 3

1970s or so. The rate of that impact started accelerating with wider penetration of PCs, and lately with that of mobiles, Internet and smart phones as digital convergence blurred the line of difference. IT acts both as a facilitator to all other functional and corporate level tasks that a company performs, and it also acts as a functional stream of its own. Introduction to IT (IIT), being the 1st course that executive students take in this area, introduces this subject and its major evolutions with its various important components that play critical role in business environment. It also ensures that all students acquire a certain skill-level in using desktop office environment (MS-Office primarily word, excel and power-point with e-mail systems, and how to use Internet to find credible and reliable information).

Objectives The objectives of this particular course include the following: To expose students to the major evolutions of IT as a field of study in the context of business management, and how it has come to its present age in managing business. Evolution of the environment with software (Applications desktop and corporate, and DBMS), hardware, and networking environment. Allow students to have an elementary understanding of IT in business environment desktop and enterprise systems alike, so that this course acts as the foundation course for subsequent courses on IT. Finally making the students realize on how IT can be used for finding practical solutions to many of the existing problems in organizations or to counter new business environment or organizational challenges.

The objective of the course is to inculcate IT Literacy among students, irrespective of their Computer Literacy (which also the course address). Pedagogy Experience shows that executive batch normally comprises students with a wide variety of IT exposure. A rare few dont necessarily come up with IT proficiency of basic level (as a user of PC-environment), whereas majority not only comes up with basic IT proficiency as users, many of them even come from IT industries (a rare few in middle levels) and are employed as IT executives. Therefore the course would follow the middlepath with the twin objectives of (1) bringing up the IT proficiency level of students without desired fundamental exposure to desk-top & web-based computing environment (through lab-based additional tutorial sessions, to be managed by Arijita; she will handle it independently and would take required number of sessions); whereas for students with desired IT proficiency, the course would be class-room based thro discussions, participations and case/article for systematic understanding of IT industry/its components/users dilemma, etc. The teaching methodology shall be facilitative and participatory where students will be 38

encouraged to share and enrich the class discussions based on their understanding of IT in their respective business environment. There would be cases, articles (to focus on current trend) and also group projects (for actual usage of IT and its challenges in their real life working environment). Management being an inter-disciplinary field, the approach followed be inter-disciplinary keeping in mind (1) this being the 1 st course on the subject, and (2) on top of it, this is being taught in the 1 st trimester (along with concepts of other disciplines of management). The pedagogy followed goes beyond training to education (but not teaching) as a welltrained man knows how to answer questions, an educated man knows what questions are worth asking. Students are advised to read or at least browse through the study material related to a class before the class itself. Effective discussions cant take place even if a few students fail to do so, thereby penalizing rest of students who follow this rule.

COURSE OUTLINE Module I (2 lectures) 1. Foundations and usage of Information Technology in Business, in Governance, in Society and even in our individual lives and their impact. Study Material: Expectation from the course: Learn to Speak the Language of Business Other study materials to build foundation of subsequent classes: Beyond The Information Revolution by Peter F Drucker (1999) Introduction to the InfoTech Industry Birth and evolution of IT by Lotfi A Zadeh

Module II Acquaintance with computer and ICTs; evolution of industry structure since 1970s (3 lectures) 1. Computer Hardware and evolutions Mainframe to PCs to Hand-held devices Study-material: Intel Corporations Internal ecology of strategy making (Standford Graduate School of Business Case Sm-95) particularly Exhibit 1 on Explanation of terms. Study-material on server market due to rising popularity of web-based applications: Server Revenue Reached New Lows in Q2, IDC Says 2. Computer Software and evolutions Mainframe (IBM domination) to PCs (Wintel domination) to Web-based models. (Partly overlaps with Module IV) 39

Study-Material: Microsoft Corps Pricing Policies and Google: The Internet is the right programming model: The web has won. Study-material on end of PC era: Microsofts Ozzie declares end to PC era & Steve Jobs at D8: Post-PC era is nigh Study material on application software: Mastering the Three Worlds of Information Technology, HBR Nov 2006. 3. Data Resource Management/Information Management Concept of DBMS and Application Programmes. (Partly overlaps with Module IV) Study-material Using what you know and How much Information 4. Network era/Digital convergence/IT to broader ICTs/Internet and digital economy. Study Material: Information Technology Outlook (OECD, 2008), and particularly its Highlights section

Module III (The Internet environment 1 lecture) 1. Electronic Business Systems Stand-alone isolated systems to enterprise-wide systems to SCM/CRM to doing business with anyone, anywhere and anytime basis. Study-material: Impact of Internet on Business, Economist Useem, Jerry. David, Grainger. 2000 Dot-coms: What Have We Learned? Fortune, 1999 Finding sustainable profitability in e-commerce: Sloan Management Review, Summer 2000, by John M de Figueireda Business Models on the Web Skill-enhancer: 10 Simple Google Search Tricks

Module IV (More on Systems and its Development 1 lecture): Types of software Applications vis--vis Systems software, and their further categories and examples. Brief discussions on methods of developing IT Solutions. Trend of consolidation in industry, and reasons behind it. Study Material: Google Offers Peek at Operating System, a Potential Challenge to Windows The Global Connectivity System, pages 7 14. 40

Open source marks a new era for African independence Systems Theory Study material on application software (implementation side): Mastering the Three Worlds of Information Technology, HBR Nov 2006 (suggested earlier in Module II) would also be relevant here. Module V (Ongoing challenges 1 lecture) 1. Security and Ethical Challenges 2. Enterprise & Global Management of Information Technology the challenge of integration.

How does business respond to consumer demands of an information-era: opportunities (How P&G Quietly Launched a Disruptive Innovation) and threats (Diaper Gripes Grow Louder for P&G) Policy-Challenges: The F.C.C and the Internet Security Challenges: Cyber-warfare - In Digital Combat, U.S. Finds No Easy Deterrent Governance issues: Free Speech and the Internet Summing up: Why IT solutions are never simple. 3 lectures (6-hours) would be reserved for student presentations (Projects/comprehensive analysis of articles/cases assigned). For students with inadequate IT proficiency (who cant work confidently in MS-Office like word, Excel, ppt, e-mail/browser environment), 6-hours (additional sort of prep course, and can be extended if needed) of lab-based training would be provided by Arijita. Students must satisfy this criterion to move ahead with this subject. The identification of students with inadequate IT proficiency is to be made in the very 1st class itself. Through visiting faculties, based on availabilities and depending on scheduling difficulties, from industry (user), government or IT industry (service provider), students will be given an exposure on managing challenges for IT in different environment, and the possible opportunities/benefits IT yields. Theres no text book recommended for this course as we draw extensively from the web. However reading a book helps in building the basics. Students are encouraged to read any of the following to develop a basic understanding of IT in business environment. 41

Reference Books 1. Introduction to Information Systems, 14/e, James A. O'Brien, McGraw-Hill 2. Introduction to Information Technology - ITL Education Solutions Limited, Pearson Education, Fourth Impression, 2007 3. Introduction to Information Technology, Turban, Rainer, Potter, Second Edition, Wiley 4. Information Technology and Management, 2/e, Ronald Lawrence Thompson

Online References We will draw extensively upon online content. A pool of collection of such online content is archived at Management Classes - IT (or at http://mgmtclassit.blogspot.com/ in case you are accessing hardcopy). Students are requested to check for any new additions of articles here before each class. Students are also advised to browse these articles (older ones) to get an in-depth understanding of challenges, opportunities, trends that IT industry (IT players and users of IT) collectively face. Assessment Evaluation (May undergo some changes) Class Participation (contributing and enriching class discussions) Students (in group) presentation/analysis/facilitation of a case/article (Theoretical understanding of a practical problem) Students (in group) presentation of preparing a real life case with IT Opportunities/usage/misusage (practical understanding as a project)* End Term (open book) *Guidelines for this is given in the end Class Participation Following a pedagogical learning environment, qualitative participation is of extreme importance. Credit will be given for qualitative nature of contributions, and for building on others ideas than propagating own ideas on matters of class discussions. By doing so, the class would like to draw upon from the varied experiences of the participants. Cases/articles, presentation and project: Each group would make one facilitation/presentation on a given case/article (from given list of study materials and/or to be given within 1st few classes) . On top of that, they will do a project as per the guidelines given in the end and present same to the class. Characteristics of group presentation on articles/study-materials should follow: 1. Maximum 15 minutes followed by 10 mins of Q & A 2. Ideally between 5 10 slides 42

25% 25% 25% 25%

3. Please acknowledge your references clearly. Must be original, simple and to the point. 4. Groups should schedule their presentations in such a way that all groups must make one presentation (either on case/article or on project by the 7th class). *Guidelines for project: Following is a guide to preparing the Project on a Case for Discussion on a Current Problem in any of the Organization (industry should be different from that of any of the group members) where IT can be used for a Possible Solutions:

Step 1: Assessment Of The Current Situation ...[What?] - What are the facts? - Can you see the whole picture? - Discuss/exchange ideas with other students of the group and bring them at par on the problem Step 2: Conclusions / Assumptions From The Facts...[What, How?] - What can you conclude from the situation described? - Can you observe or predict peoples attitudes, power and influence relationships and their performance criteria? - What is/can be the role of IT and information management in the case? Step 3: The Problems, And Their Reason...[Why?] - Can you separate the problems from the symptoms? - Why do you think these problems exist (your assumptions)? Why do you think IT can provide part or whole of the solution? Step 4: Alternative Solutions & Recommendations...[So What?] - What would you recommend to solve the problems identified? - Does your analysis support your recommendation? - What are the possible alternate solutions and the consequences for each alternative? Please form groups with cross-disciplinary members. Resist from taking up a project in an industry in which any of the members has been working. All the students individually also must edit/add one Wikipedia entry himself/herself to understand how sites like Wikipedia work. This will be included with classparticipation component for evaluation.

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MBA (IB) 2010-13 Trimester I Business Communication

Course Coordinator: Mr. S.P. Kamath Credit: 2

Objective: The focus in this course would be to sharpen written communication with skills of the participants with specific focus to business context. It would also facilitate the learners to take a look at their business presentation skills such as to better their ability to be persuasive in business context. The strategy for teaching this part would be sharing the concepts through lecture and approach to the subject/topics on the power point supplements followed by interaction, then extensive use of written/practical exercises in small group format. The intent is to leverage adult learning techniques and facilitate cross pollination of ideas and best practices. The faculty would migrate from tutoring to coaching role during concepts to practice respectively with due process sensitivity. This paper shall be limited to 20 sessions (one hour each).

PREPARING TO WRITE BUSINESS MESSAGES

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Understanding the fundamental elements of communication & Processes Clarifying various methods/types of communication in the managerial role Approaching the business communication process systematically Analyzing the task Customizing the message Purpose Orientation written exercise (instant CV) SESSION: 1 &2

ORGANIZING AND WRITING BUSINESS MESSAGES Researching data and gathering ideas Organizing data and sequencing the flow Composing the first draft Drafting meaningful paragraphs written exercises(mind map) SESSION 3

REVISING & REVISITING BUSINESS MESSAGES Why to revisit messages Process and content Revising for readability with empathy for the reader Proofreading, editing and polishing Evaluating the product in other words final QC written exercises SESSION 4

PERSUASIVE BUSINESS PRESENTATIONS Types of presentations Giving shape to presentations (Planning-Preparing-Practicing) Use of tone, eye contact and body language Sensing the unsaid and fielding questions Small Group work - Practice Presentations SESSION 5,6,7 ,8 (micro lab)

ROUTINE LETTERS AND GOODWILL MESSAGES 45

Strategies for routine letters Direct request letters (unsolicited) Letters of intent Direct reply letters Writing letters of recommendation Granting claims and making adjustments Writing winning goodwill messages Writing in cross cultural context written exercises SESSION 9,10

ROUTINE MEMOS AND E-MAIL MESSAGES Writing routine memos and e-mail messages Organization of memos and e-mail messages Use and abuse of e-mail Confirmation memos and e-mail messages written exercises SESSION 11,12

PERSUASIVE AND SALES MESSAGES Strategies for making persuasive messages Blending the components of a persuasive message Writing to persuade Complaint or raising a customer concern written exercise SESSION 13 &14

NEGATIVE MESSAGES Strategies for breaking bad news Anticipating the legal issues Developing bad-news messages When to use the direct pattern Sensitivity or the How aspect of delivering the bad news written exercises SESSION 15 &16 46

TYPICAL BUSINESS & PROPOSALS Reporting a finding Routine reporting Special report specific to a context Analytical reports Feasibility reports Research studies written exercises SESSION 17,18

Business Negotiation Fundamental Principles of negotiation Connecting the Big picture Practicing the processes SESSION 19 & 20

EVALUATION Internal evaluation: Presentation, 20% (elements of evaluation Data integrity, Team work, Space sharing, putting the learnt concepts to practice) + Report writing 20% Proposal Writing 20% (quality, data integrity, process flow and receiver/purpose orientation) End-term evaluation: 40%

Text Book: The textbook for the course is: Lesikar, R.V. & Flately M. E, Basic Business Communication: skills for empowering the internet generation, (New Delhi: Tata McGraw Hill, 2005).

Recommended Books for Reading and Reference 47

1. Lauren Starkey, Writing Source, (Kaplan Publishing. Ins.2005). 2. Shirley Taylor, Communication for Business, (New York: Pearson Education, 1999). 3. Michael, J. R., & Sandra, R, Business Communications: a cultural and strategic approach, (London: Thomson Learning, 2002).

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Contact List

MBA (IB) 2010-13, Trimester I

Programme Team Prof. K. Rangarajan Prof. Gautam Dutta Pritha Saha Debashis Roy

Function Centre Head Programme Director Programme Associate Programme Associate 48

e-mail id rangarajan@iift.ac.in gautam@iift.ac.in pritha@iift.ac.in debashisr@iift.ac.in