GUJARAT TECHNOLOGICAL UNIVERSITY
B. E.
SEMESTER: V
Subject Name: Management – II
Course
Objective:
The objective of the course is to
provide an understanding and an introduction to the basic
functional areas of management
such as Marketing, Finance, Human Resources and Production.
The emphasis of the course is to
give basic introduction to the concepts. At the same time an
attempt is made to incorporate
relevant basic topics of strategic management.
(1) Introduction
to Marketing Management
Sr.
No.
Course Content
1. Marketing Function:
The four P’s in Marketing,
Different concepts in marketing, Production, Product, Selling,
Marketing, Societal and holistic.
2. Marketing Demand:
Method of demand forecasting-
survey of buyers’ intentions, sales force opinion
method, expert opinion method,
market test method, time series analysis, statistical
demand analysis(concepts only no
examples).
3. Market Segmentation:
Meaning, Importance and different
bases of market segmentation with reference to
consumer product and industrial
product.
(2) Introduction
to Financial Management
Sr.
No.
Course Content
1. Meaning of finance and scope
of financial management
2. Finance functions.
3. Financial management and role
of financial manager.
4. Objectives of financial
management.
(3) Introduction
to Production Management
Sr.
No.
Course Content
1. Meaning, characteristics ,
plant location, factors affecting location
2. Plant layout: Product and
process layout – meaning, merits and demerits.
3. Break-even analysis (sums).
(4) Introduction
to Human Resource Management
Sr.
No.
Course Content
1. Importance
2. Manpower planning : concept
and features and objectives
3. Manpower planning process
4. Recruitment : sources
5. Selection : process
6. Selection tests : types of
tests
(5) Introduction
to Strategic Management
Sr.
No.
Course Content
1. Management by objectives.
2. How strategic and operational
plans differ.
3. The evolution of the concept
of strategy.
4. Levels of strategy : Some key
distinctions.
5. The contents of a corporate
strategy.
Text Books:
1. Principles and Practices of
Management by L. M. Prasad.
Reference Books:
1. Principles of Management by
Tripathy and Reddy.
2. Business Organization and
Management by C. B. Gupta.
3. Management by James Stoner and Edward Freemen.
4. Management by Herold Knootz and Heinz Wechnch.
5.
Principles of Management, Charles WL.
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