Management Science(CP-201)

Management Science(CP-201)

MBA-II SEMESTER

Course Contents

Management Science - Basic concepts and its role in decision- making; Linear programming, meaning, scope &assumptions. Formulation of linear programming problem & solution by graphical & Simplex methods. Some specialcases like degeneracy, unbounded ness, infeasibility and multiple optimal solutions. Sensitivity analysis. Integerprogramming, goal programming, dynamic programming and non-linear Programming. Transportation and Assignmentmodels including trans-shipment and routing problems; Some special cases like minimization , unbalanced problems,

degeneracy in transportation models. Queuing theory; Inventory management techniques; PERT/CPM; Decision theoryand decision trees; Game theory; Simulation.

Suggested Readings :

1.Budnik, Frank S. Dennis Meleavey, Reichard : Principles of Operations Research, 2

nded., Richard Irwin,Illinois – All India Traveller Bookseller, New Delhi, 1995.

2.Gould, F.J. etc. : Introduction to Management Science, Englwood Cliffs, New Jersey, Prentice Hall Inc.,1993.

3.Mathur, K and Solow, D. : Management Science, Englewood, New Jersey, Prentice Hall Inc., 1994.

4.Narang A.S. : Linear Programming Decision-Making. New Delhi, Sultan Chand, 1995.

5.Sharma, J.K. : Operations Research : Theory and Applications, New Delhi, Macmillian India Ltd., 1997.

6.Taha, H.A. : Operations Research – An Introduction, New York, Macmillan, 1989.

7.Theirouf, R.J. and Klekamp, RC. : Decision-Making Through Operations Research, New York, John Wiley,1989.

8.N.D. Vohra : Quantitative Techniques in Management, Tata McGraw Hill, 2001.

Prescribed Book:

V.K Kapoor.: Operations Research, Techniques For Management

Evaluation Scheme

MBA - SEMESTER-II

Paper Code: CP—2O1

Nomenclature: Management Science

Max. Marks: 100

External: 70

internal : 30

Time :3 Hours

Assignment No. 1

Give the different phases of Operations Research and explain their significance for decision-making.

A company is making two products A and B. the cost of producing one unit of product A and B is Rs. 60 and Rs. 80, respectively. As per the agreement, the company has to supply at least 200 Units of product B to its regular customers. One unit of product A requires one machine hour whereas product B has machine hours available abundantly within the company. Total machine hours available for product A are 400 hours. One unit of each product A and B requires one labour hour each and total of 500 labour hours are available. The company wants to minimize the cost of production by satisfying the given requirements. FORMULATE the problem as a linear programming problem.

What do you understand by a Linear Programming Problem? What are its major limitations?

Products / Time required (in hours) / Profit
Assembly / Finishing
A / 10 / 2 / 800
B / 4 / 5 / 600
C / 5 / 4 / 300
Firm's Capacity / 2000 / 1009

Following data are available for a firm which manufactures three items A, B and C:

(i) Explain the above data in the form of linear programming problem to . maximize the profit from the production, (ii) Solve it by simplex method.

Assignment No. 2

Discuss the similarities and differences between the stepping-stone method And the MODI method in solving a transportation problem.

The Bombay Transport Company has trucks available at four different sites in the following number:

State A-% Trucks, Site B- 10 Trucks, Site C-7 Trucks, Site D- 3 Trucks Customers W, X and Y require trucks as shown:

Customer W -5 Trucks, CustomerX-8 Trucks, Customer Y -10 Trucks variable costs getting trucks to the customers are :

From A to W- Rs. 7, to X-Rs. 3, to Y- Rs.6

From B to W – Rs. 4, to X- Rs. 6, to Y-Rs.8

From C to W- Rs. 5, to X-Rs. 8, to Y- Rs.4

From D to W- Rs. 8, to X-Rs. 4, to Y- Rs.3

Solve the above transportation problem.

3. What is an unbalanced assignment problem? How is the Hungarian assignment method . applied in respect of such a problem?

4. A Salesman has to visit five cities A,B,C,D and E. The intercity distances are tabulated below:

From/To / A / B / C / D / E
A / 12 / 24 / 25 / 15
B / 6 / 16 / 18 / 7
C / 10 / 11 / 18 / 12
D / 14 / 17 / 22 / 16
E / 12 / 13 / 23 / 25

Note that the distance (in km.) between two cities need not be same both ways.

Required: if the salesman starts from city A and has to come back to city A, Which route would you advise him to take so that total distance traveled by him is minimized?

Assignment No. 3

A bank has one drive-in counter. It is estimated that cars arrive according to Poisson distribution at the rate of 2 every 5 minutes and that there is enough space to accommodate a line of 10 cars. Other arriving cars can wait outside this space, if necessary. It takes 1.5 minutes on an average to serve a customer, but the service time actually varies according to an exponential distribution. You are required to find:

(a)the probability of time, the facility remains idle;

(b)the expected number of customers waiting but currently not being served at a particular point of time;

(c)the expected time a customer spends in the system, and

(d)the probability that the waiting line will exceed the capacity of space leading to the drive-in counter.

A company has two manufacturing shops and two tool cribs, one for each shop. Both the tool cribs handle almost identical tools, gangues and measuring instruments. Analysis of service time shows a negative exponential distribution with a mean of 2.5 minutes per workman. Arrivals of workmen follow Poisson distribution with a mean of 18 per hour. The production manager feels that is tool cribs are combined for both shops efficiency will improve and waiting time in the queue will reduce. Do you agree with his opinion?

A company is contemplating whether to produce a new product. If it decides to produce the product it must either install a new division which needs a cash outlay of Rs. 4 crores, or work overtime with overtime expenses of rs. 1.5 crores. If the company decides to install a new division, it needs the approval of government, and the company feels that there is a 70% chance of getting the approval.

A market survey has revealed the adjoining facts regarding the magnitude of sales for the new product.

Magnitude of sales / prob. / Resulting Profits(in Rs. Crores)
High / 0.45 / 15
Medium / 0.3 / 7
Low / 0.2 / 3
Nil / 0.05 / -5

However by resorting to overtime, the company will not be in a position to meet the hogh magnitude of sales, it will be able to satisfy upto the level of medium magnitude only, even if high magnitude of sales results.

Solve the problem to suggest : which option should be selected?

Following is the payoff matrix for player A:

A / b / c / d / e
a / 2 / 4 / 3 / 8 / 4
b / 5 / 6 / 3 / 7 / 8
c / 6 / 7 / 9 / 8 / 7
d / 4 / 2 / 8 / 4 / 3

Using dominance property, obtain the optimal strategies for both the players and determine the value of the game.

Obtain the optimal strategies for both players and value of the game for two person zero sum game whose pay-off matrix is as follows:

B1 / B2
A1 / -6 / 7
A2 / 4 / -5
A3 / -1 / -2
A4 / -2 / 5
A5 / 7 / -6

Assignment No. 4

Describe the advantages and drawbacks of PERT.

What are the differences between PERT and CPM?

The activities involved in a PERT project are detailed in the following table:

job / Duration (days)
(i-j) / A / m / b
1-2 / 3 / 6 / 15
2-3 / 6 / 12 / 30
3-5 / 5 / 11 / 17
7-8 / 4 / 19 / 28
5-8 / 1 / 4 / 7
6-7 / 3 / 9 / 27
4-5 / 3 / 6 / 15
1-6 / 2 / 5 / 14
2-4 / 2 / 5 / 8

(a) Draw a network diagram.

(b) Find the critical path after estimating the earliest and latest event times for all nodes.

(d) What is the chance of project duration exceeding 40 days?

(e) What will be the effect on the current critical path if the most likely time of activity 3-5 gets revised to 14 instead of 11 days given above?

The following table gives data on normal time and cost and crash time and cost for a product.

Activity / Normal / Crash
time(days) / cost(Rs) / time(days) / cost(Rs)
1-2 / 3 / 3000 / 2 / 4000
2-3 / 3 / 300 / 3 / 300
2-4 / 7 / 4200 / 5 / 5800
2-5 / 9 / 7200 / 7 / 8100
3-5 / 5 / 2500 / 4 / 3000
4-5 / 0 / 0 / 0 / 0
5-6 / 6 / 3200 / 4 / 4100
6-7 / 4 / 4000 / 3 / 4700
6-8 / 13 / 7800 / 10 / 9000
7-8 / 10 / 10000 / 9 / 12000

Indirect cost=Rs. 500 per day

(i)Draw the network and identify the critical path with a double line

(ii)What are the normal project duration and the associated cost.

(iii)Find out the total float associated with each activity.

(iv)Crash the relevant activities systematically and determine the optimal project completion time and cost.

Marketing Management CP-202)

Course Contents

UNIT 1:Nature, scope and concept of marketing, Corporate orientations towards the marketplace; The Marketing environment and Environment scanning; Marketing information system and Marketing research; Understanding consumer and Industrial markets;

UNIT 2:Market segmentation, Targeting and positioning; Product decisions —product mix, product life cycle, new product development, branding and packaging decisions; Pricing methods and strategies;

UNIT 3:Promotion decisions— promotion mix, advertising, sales promotion, publicity and personal selling; Channel management – Types and functions, Selection, Cooperation and conflict management, vertical marketing implementation and systems,

UNIT 4:Marketing Logistics; Organising and implementing marketing in the organisation; Evaluation and control of marketing efforts; Ethics in Marketing; New issues in marketing - Globalisation, Consumerism, Green Marketing, Direct Marketing, Network Marketing, Event Marketing.

Suggested Readings:

1. Kotler, Phil and Armstrong, G. : Principles of Marketing, New Delhi, Prentice Hall of India, 2002.

2. Kotler, Philip : Marketing Management, 11th Edition, New Delhi, Prentice Hall of India, 2002

3. Rajan Saxena : Marketing Management, 2nd edition, Tata McGraw Hill, 2002.

4. Czinkota & Kotabe Marketing Management, Vikas Publishing, New Delhi.

5. Ramaswamy, V.S. and Namakumari, S. Marketing Management; Planning, Control, New Delhi, Macmillan., 1990.

6. Zikmund Marketing, 7th edition, Thomson Learing, Mumbai.

Prescribed Books & References :

1. Paritosh Sharma: Marketing Management, Dhanpat Rai &Co (p) ltd.

2. Notes from different university such as KUK, MDU, GJU etc.

EVALUATION SCHEME

MBA II semester

Paper Code:CP-202

Nomenclature: Marketing Management

Maximum Marks: 100

External Assessment: 70

Internal Assessment: 30

Time: 3 hours

Assignment :1

What reason are there for believing that marketing in india will be of increasing importance in future? Explain it with refrence to the Indian economy.
What is Marketing Research? Why is it done. Explain the process of marketing research.
Explain the historical development in the evaluation of marketing concept. Describe the major features of the latest marketing concept
Distinguish between Marketing research and Marketing information system. How does the Marketing Information system operate in a large marketing organization.
“No marketer can formulate his strategies without clearly understanding the overall marketing environment.” –comment. Briefly explain various components of marketing environment and the techniques of environmental scanning.
What are the difficulties which are encountered while understanding buyer behaviour ? Explain various determinals which influence the behaviour of a buyer in the market place.
In general, how are purchase decision processes for business similar to those of consumer markets? Also explain how they are different

Assignment No: 2

What is market segmentation ? Critically examine the alternative strategies as applied to various market segments.
“New Product Development encompasses the technicalities of product research, engineering and design” .discuss the statement with suitable examples.
Explain the strategies which a marketing firm may adopt as its products move through different stages of its product life cycle.
Discuss the various pricing objectives. Explain different pricing strategies that a firm may adopt in order to attain these pricing objectives.
What is the concept of ‘Product Life Cycle’ ? Do all products have uniform Life Cycle ? How do you manage a product through its various stages of Life Cycle ?
Explain various method through which the prices of various products and services can be determined . Also describe various alternative pricing strategies which a firm can adopt.
Discuss the various factors which effect the pricing decision in case of a specific durable product such as a refrigerator.
Explain:

a) Price skimming strategies

b) Penetration pricing strategies

Assignment No: 3

What is promotion ? what is its place in marketing management? Explain its elements.
What is different between promotions and sales promotion? Explain various sales promotion tools that a company may use for its customers and middlemen
What is the role of promotion in the overall marketing strategy ? Explain various steps taken for the formulation of the Promotional Strategy
What is the difference between personal selling and publicity.
Discuss the importance of an effective distribution channels. What are the factors impacting the distribution channels.
Define promotion mix. Discuss different components of promotion mix.
Define different types of advertising. What are the qualities of a good advertising.

Assignment No: 4

“Market logistics objectives are getting the right goods to the right places at the right time for the least cost”. Discuss the statement

What do you understand by Marketing Logistics? Discuss in detail various decision areas that fall within management of marketing logistics.

2. Explain the concept of Consumerism. How far has the consumer movement effected Indian marketers in their decision regarding various elements of the marketing mix ? Explain giving suitable examples

3. Write Notes on:

a) Consumerism

b) Network Marketing

c) Green Marketing

d) Target Marketing Strategies

e) Ethics in Marketing

f) Test marketing

g) Marketing Myopia.

h) Corporate Retailing

i) Direct Marketing

j) Globalization

k) Event Marketing

Human Resource Management (CP-203)

Course contents

Concepts and Perspectives on Human Resource Management; Human Resources Management in a changing environment; Corporate objectives and Human Resource Planning; Career and succession planning; job analysis; Methods of manpower search; Attracting, Selecting and retaining human resources; Induction and socialization; Manpower training and development; Performance appraisal and potential evaluation; Job evaluation and compensation; Employee welfare; Industrial relations & trade unions; Dispute resolution & grievance management, Employee empowerment.