Banking and Finance 

BF-6305T: Banking Law and Practices (Cr Hr 3+0) 

Course Management,Legal System of Pakistan,Financial System & Banking,Financial Instruments & Banking Laws & Practices,Evolution of Banking,The Banks (Nationalization) Act, 1974,Banking Companies Ordinance, 1962,State Bank of Pakistan Act, 1956,SBP Banking Services Corporation Ordinance, 2001,Pakistan Banking and Finance Services Commission Act, 1992,Microfinance Institutions Ordinance, 2001,Banker-Customer Relationship,Negotiable Instruments,Principles and Forms of Lending,Letter of Credit,Prudential Regulations of SBP,Guidelines for Banks By SBP,The Financial Institutions (Recovery of Finances) Ordinance , 2001,Ancillary Statutes & Digital Banking 

Recommended Readings: 

1. Practice and Law of Banking in Pakistan, Siddiqui.A (Revised Edition 2011) 
2. Principles of Banking Laws, ranston, R., Avgouleas, E., Van Zwieten, K., Hare, Cranston, R., Avgouleas, E., Van Zwieten, K., Hare, 2018, Oxford 

BF-6306T: Investment and Portfolio management (Cr Hr 3+0) 

The course content includes: The Investment Setting, risk and return, Measure of return and risk, Determinants of required rate of return, Relationship between risk and return, Markowitz Portfolio Theory, Theoretical understanding of Portfolio formation, Assumptions of Markowitz Portfolio Theory, Markowitz Portfolio Theory, Formation of Portfolio with the help of Markowitz theory, Minimum variance portfolio, Correlation application in portfolio formation, Single Index Model, Beta calculation with the help of covariance and regression techniques, Asset Pricing Model, CML line, SML line, Expected return, Excess return, Undervalued securities, Overvalued securities, Alpha, Multifactor Models of Risk and Return, APT model, Fama and French three factor model, Efficient Market Hypothesis, Security valuation Process, Gordon Dividend Discount Model, Free Cash Flow Valuation Process, Firm valuation Economy, Industry and company Analysis, Technical Analysis, Professional Asset Management, Evaluation of Portfolio Performance 

Recommended Readings: 

1. Investment Analysis and Portfolio Management, by Frank K Reilly & Brown, (Latest Ed) 
2. In addition the teacher may prescribe any additional reading material

BF-6307T: Taxation Management (Cr Hr 3+0) 

This course content includes: Identify and interpret principal types of taxation, such as direct taxes n individuals, income, business individuals, Association of persons, registered and unregistered firms and companies, trading profit and capital gains and indirect taxes such as sales tax. Describe the features of the direct and indirect taxes. Describe record keeping, filing and tax payment requirements of principal types of 

taxation relating to business. Compute and advise on tax liabilities of individuals, arising from income receipts, capital gains, business or professions 

Recommended Readings: 

1. Complete Income Tax Law Sheikh, by Asif Salam S,A, Salam Publishions, Lahore, (Latest Edition) 
2. Synopsis of Taxes in Pakistan, by Mirza Munawar Hussain IBP Publications Lahore, (Latest Edition) 

BF-6308T: Financial Markets & Institutions (Cr Hr 3+0) 

This course includes content: Understand the role of financial markets, The creation of Money (Deposit Multiplier), Maximization of Shareholder Wealth, Interactions of Financial Markets, Globalization of Financial Institutions,Financial Regulations & Policy Making, Determinants of Interest Rates, Efficient Market Hypothesis, Risk Management and its tools,

Prudential Regulations and their impact on FI, The divisions between Financial Markets, Derivatives & Hedging in Financial Markets, Understanding of company valuation by various models 

Recommended Readings: 

1. Financial Markets & Institutions by Mishkin & Easkins, Latest Edition 
2. Financial Markets and Institutions by Jeff Madura, Latest Edition 
3. In addition the teacher may prescribe any additional reading material 

BF-6309T: SME and Micro-Financing (Cr Hr 3+0) 

Course content includes Micro Finance Banking in Pakistan,History of Micro-Financing in Pakistan,Formulation of the National Micro Finance Policy,Sources of Finance,Micro Finance Non-Financial Services,An Overview of Government Financial Assistance for Small and Medium Enterprises,Procedures for accessing Finance by Small and Medium Scale Enterprises, The Procedure for Accessing Government Financial Assistance for Small and Medium Enterprises,Financial Analysis of Small Business Income Repayment of Capital, Financial Analysis of Small Business Income Repayment of Capital and Risk Management, How Micro-Credit can be effectively Provided,Leasing and Other Alternate Sources of Finance to Small and Medium Scale Enterprises (SMEs), Sources of Finance for Small and Medium Scale Enterprises, Alternate Sources of Financing for SMES, The Role of Small Scale Business to the Economy,The Challenges of Small Scale Business in the Economy, Sources and Acquisition of Capital by Small Business, Uses of Capital by Small Business,Financial Inclusion and Small Scale Enterprises Financing in Pakistan 

Recommended Book: Handbook of SBP 

BF-6310T: Behavioral Finance (Cr Hr 3+0) 

The course includes the content: Introduction and Logistics, History of Behavioral Finance, Overconfidence, Representativeness, Anchoring and Adjustment, Cognitive Dissonance, Availability, Attribution, Illusion of Control, Conservatis, Ambiguity, Endowment, Team Project Meting 1 Choose a financial regularity or situation, Self-Control, Optimism (Competence), Mental Accounting, Confirmation, Hindsight, Loss Aversion (Disposition Effect, Regency, Regret, Framing, Effects of Non-News, “Managerial actions in response to a market downturn: Valuation effects of name changes in the dot. com decline.”, Anomalies: Can the market multiple by 1.5?, Anomalies: over- and under- reaction, Explaining under- and over- reactions, Limits of Arbitrage, Location of Trade, “How are stock prices affected by the location of trade?”, Prospect Theory, Prospect Theory, Disposition Effect, Investor (In)attention, Effects of Non-News, revisited, Underreaction to bad news , News sentiment, Catering to news demand, Who writes the news?, Overconfidence: executive behavior, “Overconfidence, compensation contracts, and capital budgeting. 

Recommended Book 

1. Behavioral Finance : Understanding the Social, Cognitive,, ISBN:9781118331927 Publication Date: 2013, Edwin T. Burton, and Sunit N. Shah 
2. Understanding Behavioral Finance by Lucy Ackert and Richard Deaves (Cengage Learning) 

BF-6311T: Treasury and Funds Management (Cr Hr 3+0) 

Course Contents: 

The course content includes understanding about Introduction of Treasury World, Role of Treasury & Fund Management in business, Major Players in the market (Dealer, Brokers, Speculator, Regulators, Hedger etc), Basic Interest Rate Calculation , Time Value of Money, Day count convention and conversions, Interest Rate and discount instruments, Benchmarks – LIBOR, EURIBOR, KIBOR, Convention of quoting rates in money market, Basic Forex Calculations, Money & Foreign Exchange Market, Role of ALCO (Asset Liability Management Committee), Money Market & its Instruments, Treasury Bills, Interbank deposits, repurchase agreement, Link between the FX & MM Markets, Derivative Market and its Instruments, Plain Vanilla derivative products (SWAPS, Options, Forwards etc),Factors Influencing Exchange Rates (Spot/ Forward), Role of Central Bank (Intervention in markets; Spot, Factors affecting the Interest Rates, Principles of Risk & Ethical Standards and Model code, Treasury Department Operations, Detail discuss on Treasury functionalities, Problems and opportunities in Treasury department, How trading is done in Financial Institutions, Brokerage house, Corporate companies etc, Role of SECP, SBP and other regulatory bodies, Major approaches in Treasury, Nostro Management, Concept of NOP (Short or Long), What is FEEL (Foreign Exchange Exposure Limit), Accounting for money market operations, Accounting for foreign exchange operations, Fund management in the Exchange Market, Fund Management in the Money Market, Risk in Treasury Operations 

Recommended Readings: 

1. Treasury and Fund Management by Peter. S. Rose, Publisher McGraw- hill, (Latest) 
2. Daily Dawn, Business Recorder and Financial Times 
3. Notices & Awareness material on the SECP, KSE & SBP website 
4. Human Resource Management

HR-6305T: Organizational Behavior (Cr Hr 3+0) 

The course content includes: Understanding the role and managers in an organization, Defining Organizational Behavior, Identifying the Challenges and Opportunities for OB,

Foundations of Individual Behavior and diversity, Attitudes and Job Satisfaction, Emotions and Moods, Personality and Values, Understanding the concept of Personality and the determinants of Personality Development, Comprehending and applying the frameworks for personality assessment, Perception and Individual Decision Making, Motivation and Leadership, Understanding groups and teams, Power and Politics, Organizational change and Stress Management, Understanding the different forces of change,Understanding why employees and organization as a whole resist change and how this resistance can be minimized, Comprehending the different approaches to managing organizational change, Understanding how work stress can be minimized for better individual and organizational performance 

Recommended Readings: 

Robbins, S. P., & Judge, T. (2013). Organizational behavior (15th ed.). Boston: Pearson. The 17th edition (Year: 2017) of the textbook is also suitable and available. 

HR-6306T: Seminars in Human Resource Development (Cr Hr 3+0) 

The course content includes: Contemporary topics in HRM, Business Strategy and HRM, The employment relationship, Managing and retaining talent, Organizational and individual creativity, HR analytics, Psychological empowerment, Employee work engagement, Developing a research proposal,. Conducting literature review – writing theory, Developing a conceptual research model- writing research hypotheses, Qualitative / Quantitative research and design of field research, Design of interviews / questionnaires for field research, Interviewing skills and techniques, Analysing collected data in relation to hypotheses and Reporting research findings 

Recommended Readings: 

1. RobbinsDessler.G.(2016). Human Resource Management (15th edition).Pearson 
2. Taylor.S.(2017).Conemporary issues in Human Resource Management (1st).CIPD Enterprises Ltd. 
3. Research articles from the JSTOR, Harvard Business Review, American Journal of Management, and The Leadership Quarterly. 

HR-6307T: Leadership and Motivation Techniques (Cr Hr 3+0) 

The course content includes: Introduction to leadership, Participants should feel a relaxed and conducive learning environment, Leaders as an individuals: A personal side of Leadership, Contingent Perspective of Leadership, Understand how the theory of individualized leadership has broadened the understanding of relationship between leaders, followers and situation, Heart, Mind and Morality of Leaders, Followership, Leadership Communication, Leading Through Vision, Leadership In Practice, Identify the different leadership approaches practicing by the corporate world, Motivation and Empowerment,Theories of motivation

through leadership lens, Leading team and Diversity, Handling different type of teams with the help of leadership skills. Explore the expectations of corporate world from the new generation of business leaders, Leading Change and Learning

Recommended Readings: 

1. The leadership experience, Daft, Richard L, Patricia G.Lane, ISBN: 9789386650696, 2017 
2. The heart of leadership by Staub, Robert E. ISBN: 0791585008, 2002 

HR-6308T: Recruitment and Selection Techniques (Cr Hr 3+0) 

The course content includes: Introduction to Recruitment and Selection, Measurement, Reliability and Validity, Case Assignment, Legal Issues, Job Analysis and Competency Models, Recruitment & Selection and Job Performance, Recruitment, Applicant Screening, Ability Tests and Personality Assessment, Performance Tests, Assessment Centers, Integrity Testing, Drug Testing, Graphology, The Selection Interview, Strategies for Selection Decision Making 

Recommended Readings: 

1. Recruiting, Interviewing, selecting and orienting new employees, by Diane Arthur, (Latest Edition) 
2. In addition the teacher may prescribe any additional reading material. 

HR-6309T: Industrial & Organizational Psychology (Cr Hr 3+0) 

The course content includes: Introduction, History and Evolution of Industrial / Organizational Psycholog, Ontology and Epistemology of Administrative Science, Organizational Behavior and Theory – Origins and Evolution, Seminar – The Person Situation Debate, Seminar – Employee Motivation, Seminar – Groups and Teams, Seminar – “Decision-Making Theories”, Seminar – “Leadership in Organizations and Teams”, Seminar –“Occupational Stress – Causes and Strategies for Coping”, Seminar – “Transformation – Organization Culture and Environment, Seminar – “Organization and its Environment – 

Contingency Theory”, Seminar – Ethical issues related to I / O Psychology, Review and Critique of Research Papers 

Recommended Readings: 

1. Muchinsky, P. M. (2011).Psychology Applied to Work (10th ed.). Summerfield, NC: Hypergraphic 
2. Organizational Psychology & Behavior “An Integrated Approach To Understanding The Workplace” By: Zinta S. Byrne 

HR-6310T: International HRM Challenges (Cr Hr 3+0) 

The course content includes: Introduction to international HRM,defining HRM,basics on HRM, hr departments & hr managers, functions and practices,defining international HRM, differences between domestic and international HRM,the impact of culture,concept,elements of culture,cultural environment and HRM,culture´s dimensions; individual perspectives,expatriates and international HRM practices,international approaches to HRM,expatriates. Global careers, planning on HRM,recruitment and selection,training and development. 

Recommended Books: 

1. Reiche, Stahl, Mendenhall & Oddou (2017). Readings and Cases in International Human Resource Management. Sixth Edition. Routledge: NY and London. – Nkomo, S.M., Fottler, M.D., & McAfee, R.B. (2016). 
2. Human Resource Management Applications: cases, exercises, incidents, and skill builders, 7th Edition. South-Western Cengage Learning: USA. 

HR-6311T: International HRM Challenges (Cr Hr 3+0) 

The course content includes: Job Design – The Fundamentals, Spans of Job Design Control, Support, Accountability & Influence Organizational Change, Case / Illustration, Approaches & Techniques, Environment Based Approach to Workforce Planning, Forecasting Challenges & Issues, Environmental Factors, Internal vs. External Demand, Person Based Approach to Workforce Planning, Talent Development & Planning, Replacement vs. Succession, CEO Succession, Workforce Reductions, Preserving Morale, Downsizing, Rightsizing, Layoffs Approaches, Mergers and Acquisitions, Internal vs External Pressures, Repositioning, Cost Control, Strategic Orientation, HR Planning Consequences, International HR Planning, International Issues, Planning, Selection, Recruitment, Performance Planning & Management 

Recommended Readings: 

Ward, Tripp & Maki, 2013, “Positioned: Strategic Workforce Planning That Gets the Right Person in the Right Job” 

1. Management 

MG-6305T: Small Medium Enterprise Management  (Cr Hr 3+0) 

The course content includes: The Dynamic Role of Small Business,The Growing Importance of Small Business, Challenging Opportunities in Small Business, Forms of Ownership of Small Business, Becoming the Owner of a Small Business, Planning, organizing and Managing a Small Business, How to Obtain the Right Financing for your Business,

Developing Marketing Strategies, Promoting and distributing, Obtaining and Laying Out Operating Facilities, Purchasing, Inventory, and Quality Control, Basic Financial, Planning and Control, Profit Planning, Budgeting and Controlling Operations and Taxes Using Computer Technology in Small Business, Providing Security for the Business, Risk Management, Insurance, and Crime Prevention, Maintaining Good Government Relations and Business Ethics, Planning for the Future of Family–Owned Businesses 

Recommended Books 

1. Leon C., Megginson E. & Byrd M. J. (2004). Small Business Management. Mc Graw–Hill. 
2. Murphy M. (1999). Small Business Management. Pitman. 
3. Stokes D. & Wilson N. (2006). Small Business Management & Entrepreneurship. Thomson. 
4. Small is Beautiful: Study of Economics as if People Mattered, (2000), Hartley and Marks Publishers 

MG-6307T: Environmental Issues and Management  (Cr Hr 3+0) 

The course content includes: Environmental Pollution, Air Pollution: Causes, Effects, and Measures, Water Pollution: Causes, Effects, and Measures, Land Pollution: Causes, Effects, and Measures, Environmental Issues and Movements, Climate Change and Global warming, Ozone Depletion, Environmental Movements in Pakistan, Environmental Management, Waste: Sources, Types and Management, Environmental Management: Concept and Need, Environmental Impact Assessment, Sustainable Development, Sustainable Development: Concept, Need and Factors, Sustainable Development Goals, Eco-friendly Lifestyles and Practices 

Recommended Readings: 

1. Bharucha Erach, 2004, Textbook for Environmental Studies, University Grants, Commission, New Delhi (Available free on the web) 
2. Rajagopalan, R. (2011). Environmental Studies: From Crisis to Cure. India: Oxford, University Press. 

MG-6308T: Hospitality and Tourism Management  (Cr Hr 3+0) 

The course content includes: Definitions, History, Scope, Types and Forms, Basis of Tourism, Limits of Tourism, Tourism Promotion. Main Global features, Time Zones and Climate., Travel (Air, Sea, Road), Accommodation (Hotels & Restaurants), Infrastructure, Super Structure, Composition, Related Industries, Recourses (Natural & Cultural), Activities. Hospitality industry, hospitality and tourism, characteristics of Hospitality industry, The natures of Hospitality industry, services offered by hospitality industry, relationships with other sectors of tourism Industry. Historical development in accommodation sector, accommodation classification, F&B establishment classification, Hotel guests and Types of guests, ownership and management of accommodations, management measures for Hotels. 

Influences of hospitality industry on other establishment, working conditions in hospitality industry, service ethos. Hospitality structures (organizational) major Hospitality division, support departments, The Hotel Development Process, The Art and Science of Opening a Hotel , Customer Relationship Management, Ownership structure of hotels. Types Sole proprietorship, Partnership, Management Contract, Joint Venture, Franchisee, Public Sector, Private Sector, Referral Groups/ConsortiumConcept, Features, Advantages and Disadvantages.

RECOMMENDED BOOKS:

1. Boniface, Brian , and Chris Cooper. Worldwide Destinations: The Geography of Travel and Tourism, 3rd Ed.
2. Brownell, Judi. “Women in Hospitality Management: General Managers’ Perception of Factors Related to Career ” International Journal of Hospitality Management, Vol. 13, No. 2, pp. 101–118, June 1994.
3. Burkart, J., and S. Medlik. Historical Development of Tourism. Aix-enProvence, France: Centre des Hautes Studes Touristiques, 1990.

MG-6309T: Corporate Governance and Practices in Pakistan  (Cr Hr 3+0)

The course content includes: Introduction to Corporate Governance, Meaning, Importance, Benefits and Objectives of Corporate Governance, Theoretical Aspects of Corporate Governance, Corporate Governance Codes, Role of Codes in Convergence of Governance Practices, Growth in Corporate Governance Codes, Mechanisms of Corporate Governance, Owners and Stakeholders, Guidance on Shareholder’s and Stakeholder’s Interests, Ownership Structures, Family-Owned Firms and Governance, Role of Institutional Investors in Corporate Governance, Tools of Corporate Governance, Socially Responsible Investment (SRI), SRI and Corporate Governance, Impact on Shareholder Value, Directors and Board Structure, Performance and Remuneration, Roles, Duties and Responsibilities, Unitary Board versus Dual Board, Board Diversity, Director’s Renumeration Debate, Key Elements of

Director’s Renumeration, Role of Renumeration Committee and Consultants, Performance Measures

Recommended Readings:

1. Corporate Governance by Safdar A. Butt
2. Governance, Risk and Ethics, ACCA Paper P1 by BPP learning media
3. Corporate Governance Manual, Second edition, by International Finance Corporation
4. Cases in corporate Governance by Robert Wearing

MG-6310T: Technology Innovation Management and Design  (Cr Hr 3+0)

The course content includes: What is innovation and why is it important? An individual assignment on COVID 19 innovation cases, Technology, innovations, and an overview of technological innovation process, Make innovation happen: Products and Service Innovation, Make innovation happen: Resource-based view and innovation strategy, The external side: Open innovation and Networks for innovation – a RBV view, The external side: Open innovation and Networks for innovation – a governance view, The internal side: R&D Management, Operations, and processes, Decision Making under Uncertainty and course summary.

Recommended Readings:

Dodgson et al. (2008): The Management of Technological Innovation.

1.  Marketing

MK-6305T: Marketing Analytics    (Cr Hr 3+0)

The course content includes: Overview of the Marketing Analytics, All About Data: Data Types, Data Management, and Wrangling, Measuring Customer Value, Assessing Measurement Scales: Validity, Reliability and Dimensionality, Experimental Research I: Experimental Designs and Applications, Experimental Research II: Advanced Experimental Analysis Methods, Predictive Analytics and Linear Regression, Discriminant Analysis and Logistic Regression, Analysis Methods for the STP Model I: Segmentation and Targeting, Analysis Methods for the STP Model II: Positioning, Market Basket Analysis

Recommended Readings:

1. De Mesquita, M. C., & Kostelijk, E. (2021). Marketing Analytics: Statistical Tools for Marketing and Consumer Behavior Using SPSS. Routledge. ISBN: 9781000481747
2. Hair, , Harrison, D.E., and Ajjan, H. (2022). Essentials of Marketing Analytics (1st Edition). MCGraw Hill. ISBN: 978-1-260-59774-5.

MK-6306T: Advertising & Sales Promotion   (Cr Hr 3+0)

The course content includes: An Introduction to Integrated Marketing Communications, The history & growth of integrated marketing communications, Elements & explanation of the promotional mix for integrated marketing communications, The integrated marketing communication planning process, Integrated Marketing Communication in the Marketing Process, Marketing strategy & analysis, The target marketing process & positioning, Developing the marketing planning program & advertising & promotion, Establishing objectives and budgeting for the promotional program, Understanding Consumer Behavior, The consumer decision-making process & factors that affect the process, The Communication Process, The basis of communication, The elements of the communication model, Selecting the appropriate source, message & channel, Evaluation & Testing of Different Media & Sales Promotion Strategies, Print advertising, Television advertising, Radio advertising, Digital & social media advertising, Consumer-oriented sales promotion techniques, Trade-oriented sales promotion techniques

Recommended Readings:

1. Advertising and Integrated Brand Promotion, with MindTap Access by O’Guinn, Allen, Close Scheinbaum, Semenik, 8th edition Cengage Learning.

MK-6307T: Marketing Strategies for Emerging Economies (Cr Hr 3+0)

The course content includes: Strategy & Competitiveness: basic concepts and developing, developed, and underdeveloped countries context -Strategic and marketing aspects of conquering markets in low incoming countries -Current Economic Scenario of Pakistan and other emerging countries -Industrial and Consumer Markets: key elements for understanding emerging countries -Foreign Trade and Direct Investment -Logistics and structure – Sustainable Development in emerging countries-Survival of multiple nations such as asians, arabs, Iranian, Cyprus, portegues, etc, visits to enterprises and organizations

MK-6308T: Public Relations & Media Marketing                (Cr Hr 3+0)

The course content includes: Introduction & Contemporary Public Relations, Practitioners of Public Relations, Organizational Settings, Historical Origins, Ethics & Professionalism, Persuading the Publics, Communication & Public Opinion, Media and Media Relations, Crisis Management & Communications, Public Relations Writing, Presentations and Case Studies, Event Management Planning & Coordination, Corporate Event Management, Conference Planning, Budgeting, Fixed & Variable Expenses, Break-even Analysis, Plan Vs Actual Expenses Categorization, Budget Summary (Income Statement), Marketing the Event, Exhibition, Planning an Exhibition, Floor-plans for Exhibitions

Recommended Readings:

1. Effective Public Relations, by Scott M. Cutlip, Allen Center, Glen M. Broom,(Latest Ed
2. Complete Guide to Successful Event Planning by Shannon Kilkenny, (Latest)

MK-6309T: Digital Marketing & SEO (Cr Hr 3+0)

The course content includes: Digital Marketing Foundations, Describe how computers and servers communicate to enable people to interact with web pages on the internet, Web Design, Utilize multiple design philosophies to design and revise web pages to maximize conversion rate, App Design, Understand the app designing process, Web Analytics, best

KPIs for any type of website, Identify the most needed improvements for an eCommerce website based on an analysis of its conversion funnel, Global Attribution Case Study, On – Site SEO, Off – Site SEO, Paid Search Marketing, Identify the various types of search engine advertisements and their parts, Analyze the effectiveness of an existing search engine advertising campaign, Display Advertising, Social Media Platforms, Digital Marketing Strategy, Explain how digital marketing strategy relates to marketing strategy and digital marketing execution, Discuss how to engage in long-term, profit-maximizing budget allocation

Recommended Readings:

1. Digital Marketing For Dummies,
2. Digital Marketing Strategy: An Integrated Approach to Online Marketing

MK-6310T: Branding and Creative Corporate Communication (CrHr 3+0)

The course content includes: Introduction to Branding & Brand Management, The new rules of communicating brand management esp in the digital age, What is brand equity? What makes a brand strong?, HBR Case Study – Lego a game of tensions and paradoxes, Leveraging brand equity, Real life case studies of brand identity challenge at Philips Whirlpool and ADNIP, Brand identity elaboration, External and internal benchmarks, Positioning – Al Ries, Interband Article on Beyond Positioning, Brand Relationship Spectrum and its application to Pakistan, Brand Architecture, Brand Portfolio Strategy and Architecture, Brand building in the digital age with impact of Big Data and A1, Video case studies of Nike Fuel, Dabur, Burberry, Old Spice, Capital One, General Mills, Loreal, British Airways, Coke and IBM, Global brand leadership – brands with a purpose, How Brands can sell to Environmentally Conscious Non-consumers, Video cases studies of Ikea, Gillette, Nike, Cadbury, Dastak and Moltyfoam, Immutable Laws of Branding, Retail brands and creating competitive advantage, channel management, Performance Marketing Can Work Together, Branding in the age of social media

Recommended Readings:

1. Brand Leadership by David Aaker & Eric Joachimsthaler Secondary Texts
2. How brands grow by Byron Sharp
3. Building a story brand by Donald Miller

MK-6311T: Advance B2B Marketing    (Cr Hr 3+0)

The course content includes: Introduction to B2B Marketing, The Unique Nature of Industrial Marketing, Understanding Purchase Operations, How Organizations Make Buying Decisions

+ Ryanair, Segmentation and Targeting of Business Markets, Marketing Industrial Products and Services, Product Strategy & NPD, Managing the Industrial Sales Force, Distribution and the Value-Added Chain, Pricing Strategy, Communications with Business Customers: Engineering the Promotional Mix, Negotiation Exercise, Strategy and the Industrial Marketer

Recommended Readings:

B2B Marketing Guidebook – Vol. 2: Advanced B2B Marketing Tactics, AI, and Case Studies (Contributions to Management Science) Second Edition 2025

MK-6312T: Services & Direct Marketing  (Cr Hr 3+0)

The course content includes: Introduction to Services, Focusing on the Customer, Understanding Customer Need, Crafting a Marketing Plan for Services, Executing the Marketing Plan, Evaluating the Marketing Plan, Services Marketing Segmentation, Delivering & Performing Services, Positioning & Differentiation of Services, Pricing of Services, Promotion Mix for Services, Promotion Mix for Services

Recommended Readings:

1. Services Marketing by A.Zeithaml & Mary Jo Bitner, (Latest Edition)
2. The Essence of Services Marketing by Adrian Payne, (Latest Edition)

2.  Healthcare Management

HM-6305T: E-Health: Business Models and Impact  (Cr Hr 3+0)

The course content includes: Definitions, scope, and key components (EHRs, telemedicine, mHealth, wearables, digital therapeutics), Strategic Business Models in e-Health, Overview of business model types, Direct-to-consumer (freemium, subscription, data monetization), B2B, B2B2C (employer, insurance, pharmaceutical partnerships), Financial Foundations & Viability, Pricing, reimbursement streams, and cost–benefit analysis for e-Health solutions, Product & Service Design in Digital Health, Implementation & Scaling Strategies, Regulatory, Ethical & Privacy Considerations, Ethical issues, patient consent, data security, equitable access, Evidence & Impact Assessment, Digital Therapeutics & Emerging Innovations, Marketing, Partnerships & Ecosystem Integration, Go-to-market: B2B outreach, digital channels, provider network partnerships , Stakeholder mapping, CRM, social-media strategies,Real-world Case Studies, Future Trends & Strategic Outlook

Recommended Readings:

HM-6306T: Marketing Health Care Services  (Cr Hr 3+0)

The course content includes: Healthcare Industry overview,the Need And Awareness Of Healthcare Services,Healthcare Business Partners To Improve And Position Their Products/Services.Healthcare Industry,Healthcare Management,Healthcare Marketing,Consumer Behavior, Marketing Process,Marketing Plan,Healthcare Marketing Strategies And Tactics,Event Management,Digital Media and Analytical Skills, Healthcare Marketing Overview,Marketing Process & Frameworks,Data/Metrics/Visualization in Tableau,Understand Consumer Heterogeneity: Segmentation,Understand Consumer Dynamics: loyalty/customer journey,Understand Competitors,Resources Optimization: Marketing Mix,Digital Marketing,Digital Marketing,Marketing Testing,Omni-channel Marketing,Other Marketing Mix

Recommended Readings:

1. Essentials of Healthcare, 4th edition, author: Eric Berkowitz, and ISBN-10: 1284094316
2. Tableau visualization software (download link and license key will be posted on Canvas)
3. Cases, datasets, readings and other course materials will be posted on Canvas every Monday

HM-6307T: Pharmaceutical Management  (Cr Hr 3+0)

The course content includes: Nature and principles of management, Types and functions of managers, Planning, Purpose and types of planning, Steps in planning, Organizing, Management control systems purpose, Steps in the control process, Forms of operations control requirements for adequate control, Critical control points and standards, Motivation, Innovation and creativity, Principals of marketing, Product management, Marketing research, Production management, Material management planning of production, Batch record maintenance,

Recommended Readings:

1. Pharmaceutical quality assurance in class, industry and market by Karamat Javaid, 1993.

2. Marketing Matters : A Guide for Health Care Executives, Author: Richard Calhoun,Publisher: Health Administration, 2007

HM-6308T: Basics of Medical Affairs  (Cr Hr 3+0)

The course content includes: Prereads,Introduction to drug Research & Development,Laws, guidelines & compliance,Regulatory Affairs,Role profiles in Medical Affairs,Project management & Medical Affairs plan, Homework to create Medical Affairs plan,Individual assessment of Medical Affairs plan,Drug safety & pharmacovigilance,Ethics, compliance & patient involvement,Medical Affairs in healthcare system, Presentation of Medical Affairs plan,Homework to further develop Medical Affairs plan,Individual assessment of Medical Affairs plan

Recommended Readings:

Medical Affairs Essentials: What is Medical Affairs? ACMA, 2023

HM-6309T: Financial services of Health Services  (Cr Hr 3+0)

The course content includes: Describe the basic concepts, components and processes related to the health economics and financing, identify the basics of health care costs in health care services . Distinguish the various sources of financing health care services. value in health care industry, Identify the nature of demand and supply in health care industry. clarify the primary benefits – value accounted in health care services. Identifying the important of health insurance as a source of financing health services firms, Identifying the relationship between insurance contracts and manageing health care projects, Sources of Hospital revenue as a source of financing Health care projects, Explaining the techniques of managing and regulating hospitals costs .

Recommended Readings:

1. Thomas Getzen.(2013) ,Health Economics and Financing ,5th Edition ,Aptara Inc. Collrier Kendalluill;(USA) Pequignot H, Sandier S (2007).
2. Naissance de l’économie médicale aux origins du In Santé de l’économie, économie de la santé. Prospective et santé.

HM-6310T: Strategic Management of Health Services  (Cr Hr 3+0)

The course content includes: Reflection on the concepts of strategy and strategic management, and their application in healthcare, Concepts and issues related to values, mission, and strategic intent, Frameworks for strategic analysis and strategy formulation, Strategic tools: PESTLE, 7S’s model, SWOT, Porter’s Generic Strategies, Porter’s Five

Forces, Stakeholder Analysis, Porter’s Value Chain, Mintzberg’s 5Ps of Strategy, Strategies for business and corporate level strategies, The impact of organisational culture on the strategic planning process, strategy formulation and implementation, Strategy implementation: engaging staff and creating ownership of the strategy, communicating meanings, aligning and adapting structures, monitoring progress

Recommended Readings:

1. Ahmad, R., Kyratsis, Y., Holmes, A. (2012) When the user is not the chooser: learning from stakeholder involvement in technology adoption decisions in infection Journal of Hospital Infection. 81(3):163-68 –
2. Ginter, The Strategic Management of Health Care Organizations 7th ed. John Wiley & Sons

1.   Supply chain Management

SM-6305T: Innovation Management in Supply Chain & Logistics  (Cr Hr 3+0)

The course content includes: basic concept of innovation, and types of innovation, logistics and supply chain management development and trends, Modular IT support for integrated supply chain design, problem oriented knowledge management for efficietn logistics, innovation in warehousing, the effect of artificial intelligence and augmented reality over

supply chains, 3d printing and impact on supply chain, control tower solution for supply chains.

Recommended Readings:

Logistics and Supply Chain Innovation Bridging the Gap between Theory and Practice, Henk Zijm, Matthias Klumpp Uwe Clausen, Michael ten Hompel Editors

SM-6306T: Advance Manufacturing and TPM in SCM  (Cr Hr 3+0)

This course include contents: technological and manufacturing paradigms and the process of innovation, supporting systems, methodologies and techniques comprising design for manufacture and assembly, failure mode effect analysis, process control plans, statistical process control, and 8D problem solving. A number of subject-matter experts from industry will present specific manufacturing and quality engineering systems and techniques, together with specific case studies to illustrate their application.

Recommended Readings:

1. Operations Management (5th Ed), Davis & J Heineke, McGrawHill International (2005), ISBN: 0071114084
2. Engineering Design (3rd Ed), Dieter, McGraw Hill (2000), ISBN: 0073661368
3. Technology and Manufacturing Process Selection The Product Life Cycle Perspective, Elsa Henriques Paulo Peças Arlindo Silva Editors

SM-6307T: Demand & Production Planning (Cr Hr 3+0)

This course includes the contents: Overview of demand forecasting and its importance Qualitative vs. quantitative forecasting methods, Time series analysis and trend forecasting Causal models and their application in demand forecasting, Forecasting accuracy and error measurement, Production Planning Fundamentals, Introduction to production planning concepts, Role of production planning in manufacturing operations, Key elements of an effective production plan, Relationship between production planning and demand forecasting Tools and software for production planning, Integrating Demand Forecasting with Production Scheduling, Aligning production schedules with forecasted demand, Capacity planning and resource allocation, Balancing supply and demand fluctuations, Managing lead times and production bottlenecks, Case studies of successful demand forecasting integration

Recommended Readings:

1. Analysis of Inventory Systems, Hadley and Whitin, DB Taraporewallah Sons & Co Pvt Ltd., by arrangement with Prentice Hall, Inc, Bombay, 1979.
2. Inventory Control : Theory and Practice, MK Starr and DW Miller, PHI New Delhi
3. Introduction to theory of NP-completeness, Garey and

SM-6308T: Business Process Reengineering (Cr Hr 3+0)

Course Contents includes: Introduction to Business Process Reengineering, Understanding Business Process Reengineering (BPR), Importance of BPR in organizational restructuring, Historical perspective of BPR, Process Management and Process Reengineering Concepts, Key concepts of process management, The role of process reengineering in enhancing efficiency, Identifying areas for process improvement, Organizational Improvement Initiatives, Initiating organizational change and improvement, Creating a culture of continuous improvement, Defining the goals and objectives of BPR, Process Mapping Roadmap, Creating a roadmap for process mapping, Identifying and involving stakeholders, Tools and techniques for effective process mapping, Improvement and Service Culture, Fostering a culture of innovation and improvement, Service-oriented culture in organizations, Change management and employee engagement, Process Assessment, Getting organized for process assessment, Listening to customer feedback, Analysis of Business Process, Implementation and Change Management, Building a Process Mapping Team, Tools and Best Practices in BPR

Recommended Books:

1. Reengineering the Corporation: A Manifesto for Business Revolution (Collins Business Essentials) by Michael Hammer
2. Reengineering Management: The Mandate for New Leadership (Hardcover) by James Champy

SM-6309T: Technology & Managing Risks in Supply Chains (Cr Hr 3+0)

This course content includes: Supply Chain Management – Integrated Planning and Models – Supply Chain Models & modeling Systems – Supply Chain Decision Databases – Data Aggressions, Facility Data, Transportation Network data, Supplier Data – Integrating Supply Chain & Demand Management, Price & location Sensitive Revenue Curves, Fundamentals of Optimization Models, Resource Allocation Model, Infeasible & Unbounded Models, Multiperiod Resource Allocation Model, Network Models., Properties of Linear Programming Models, Dual Linear Programming Model, Parametric, Sensitivity Analysis.,Distribution Centre Location Models, Supply Chain Network Optimization Models, Optimization Software. Optimization Models for Competitive Analysis, Scenario Planning, Decision trees & Stochastic Programming, Supply Chain Strategies for managing Product Variety. Simulation Models & Systems – Deterministic Simulation, Monte Carlo Simulation, Simulation Software, Simulation Vs Optimization, Inventory Theory Models. Agile logistics, E – Business, Globalization, Outsourcing, Changing practices in Logistics. Approaches to Risk Management. Identifying Risks Alternative responses, Defining Options, Choosing the best response, Implementation & Activation, A Network view of Risk – Shared Risks, Achieving an Integrated approach, Analyzing & responding to risks.

Recommended Books:

1. Gregory Schlegel , Robert J. Trent Supply Chain Risk Management: An Emerging Discipline (Resource Management) Hardcover – Import, 3 Nov 2014.
2. Donald Waters – Supply Chain Risk Management, Published by the Chartered Institute of Logistics & Transport, U.K

Jeremy F.Shapiro, Modelling the Supply Chain, Duxbury.