Courses » Course Outline

Specialization Papers

Option 1: Marketing Management (MM)

D1. Consumer Behavior

Consumer Decision Making, Product Recognition and Information Search; Problem Recognition and Information Search; Alternative Evaluation and Choice of Products and Retailers; Consumption and Post-Purchase Behavior; Psychological Influences on Consumer Behavior - Individual, Symbolic Consumption, Self-Image, Personality; Lifestyles and Psychographics; Memory, Learning and Perception; Communication and Persuasion.

Marketing Research

Nature of Marketing Research and Qualitative Research; Experimental Design; Constructing the Questionnaire; Measurement: Rating Scales and Attitude Scales; Surveying Techniques; Secondary Data; Analyzing Data; International Marketing Research.

D2. Marketing of Services

Challenges Involved in Marketing and Managing Services; Differences Between Marketing in Service Versus Manufacturing Organizations; "Service" For Competitive Advantage; Identification and Analysis of the Various Components of the "Services Marketing Mix" (The 7 P's); Role of Employees and Customers in Service Delivery, Customer Satisfaction, and Service Recovery; Service Quality (SERVQUAL Model).

D3. Advertising and Integrated Marketing Communication

Integrated Marketing Communication; Promotions Opportunity Analysis; Corporate Image and Brand Management; Advertising Media Selection; Advertising Design-Theoretical Frameworks and Types of Appeal; Message Strategies and NAL Framework; Public Relations and Sponsorship Programs; Trade/Consumer Promotions; Personal Selling; Internet Marketing.

Option 2: Financial Management (FM)

D1. Security Analysis and Portfolio Management

The objective of this course is to provide a conceptual as well as analytical framework of investments, the characteristics of investments, functioning of securities markets, techniques used by professionals for analyzing and valuing investment alternatives, usage of derivatives (futures and options) as a measure to hedge investment risk; and portfolio management. The course provides insights into the strategies followed by investments wizards of the world and sensitizes about the pitfalls in the investment game and also offers a set of guidelines for investors with varying inclinations.

D2. Financial Derivatives and Risk Management

The objective of this course is to provide a thorough understanding of derivatives markets and how instruments such as futures and options can be used for risk management. The course covers risk management from

• The perspective of a corporate treasurer, who is interested in hedging his or her exposure to interest rates, exchange rates, etc,

• The perspective of a fund manager who wants to change the nature of his or her exposure to financial markets , and

• The perspective of a financial institution that trades derivatives and is faced with an increasingly complex regulatory environment.

The course also deals with how to price a wide range of derivatives instruments.

D3: FINANCIAL APPRAISAL OF PROJECTS AND VALUE BASED MANAGEMENT

Financial appraisal of projects is of utmost importance to finance billions of dollars of capital-intensive projects annually. This increasingly critical financial technique relies on the cash flows of a specific project, not the cash flows of a corporation or third party guarantor, to service debt and provide investor returns. not all projects can support project financing. Project finance is a specialized financial tool requiring both proper structuring and risk mitigation. The purpose of the course is to understand what project finance is, why it is used, and how it is used. Students will learn necessary elements that support the use of project finance to include contractual agreements, technology sponsors, risk identification and mitigation, sources of capital, financial structuring, the use of financial modeling, accounting considerations, and tax considerations.