Scheme of UG Course BBA Under Choice Based Credit System ... · hypothesis Normal Z test & t test for single mean. Non parametric statistics for hypothesis testing (Chi square, Run

BBA: SYB-1

Scheme of UG Course BBA Under Choice Based Credit System (CBCS)

Courses for Honours Students

Semester. Course Course Code

Title Remarks

I Core C101 Fundamentals of Management &OB

Compulsory

C102 Statistics for Business Decision

Generic Elective G101 - Students to choose course from School of Commerce.

Ability Enhancement

AE101 Environmental Science

Compulsory

II Core C203 Managerial Economics

Compulsory

C204 Financial Accounting Generic Elective G202 - Students to choose course from

School of Commerce. Ability Enhancement

AE202 Communicative English

Compulsory

Skill Enhancement SE201 MIL (Odia/ Hindi/Alt. English)

Compulsory; the students will have to choose one of the courses

III Core C305 Macro Economics Compulsory C306 Principles of

Marketing C307 Management

Accounting Generic Elective G303 - Students to choose course from

School of Commerce. Skill Enhancement SE302 Computer / IT Compulsory

IV

Core C408 Business Research Compulsory C409 Human Resource

Management C410 Financial

Management Generic Elective G404 - Students to choose course from

School of Commerce. Skill Enhancement SE403 Financial Market: A

Beginner’s Module (NSE)*

Compulsory

V Core C511 Operation Research Compulsory C512 Legal Aspects of

Business Discipline Specific Elective

D501 A.Investment Banking & Financial Services

Students will have to choose any one of the three courses

B. Consumer Behaviour

D502 A. Security Analysis & Portfolio


BBA: SYB-2

Management B. Advertising & Brand Management

Skill Enhancement SE504 Mutual Fund Beginners Module(NSE)

Compulsory

VI Core C613 Business Policy & Strategy

Compulsory

C614 Financial Institution & Market

Discipline Specific Elective

D603 A. Working Capital Management


B. Marketing of services

D604 Dissertation Compulsory

B: Generic Electives For students opting BBA as Generic Elective.

The students of BBA shall choose Generic from the School of Commerce Semester Code Course Title Remarks

I G101 Economics for Managers

For the students who will choose BBA as Generic Elective

II G202 Statistics for Business Decisions


III G303 Principles of Marketing


IV G404 Human Resource Management


Mark Distribution of the mentioned papers is as follows:

COURSE CREDIT MARKS

Core Course 14 x 6 = 84 14 x 100 =1400 Discipline Specific

Elective Course 4 x 6 = 24 4 x 100 = 400

Generic Elective Course 4 x 6 = 24 4 x 100 = 400 Ability Enhancement

Course 2 x 2 = 4 2 x 50 = 100

Skill Enhancement Course

4 x 2 = 8 4 x 50 = 200

TOTAL 144 2500

BBA: SYB-3

BBA (Hons.) SEMESTER I

Core Course C101: Fundamentals of Management & Organizational Behaviour (6 Credit)

Full marks: 100 (Mid Term-20 + End Term-80)

Objective: To acquaint the students with the fundamentals of managing business and to understand individual and group behaviour at work place so as to improve the effectiveness of an organization. The course will use and focus on Indian experiences, approaches and cases

Course Contents:

Module I (8 hours)

Basic forms of Business Ownership; Special forms of ownership: Franchising, Licensing, Leasing; Choosing a form of Business ownership; Corporate Expansion: mergers and acquisitions, diversification, forward and backward integration, joint ventures, Strategic alliance.

Module II (7 hours)

Overview of Planning: Types of Plans & The planning process; Decision making: Process, Types and Techniques. Control: Function, Process and types of Control; Principles of organizing: Common organisational structures

ModuleIII (12 hours)

Importance of organizational Behaviour, Perception and Attribution: Concept, Nature, Process, Personality: determinants and theories, Learning: Concept and Theories of Learning, , Motivation:, Content & Process theories, Contemporary Leadership issues: Charismatic, Transformational Leadership. Emotional Intelligence

ModuleIV (8 hours)

Groups and Teams: Definition, Difference between Groups and teams; Stages of Group Development, Group Cohesiveness, Types of teams. Analysis of Interpersonal Relationship: Transactional Analysis, Johari Window.

Module V(10 hours)

Organisational Power and Politics: Nature of organisational politics. Conflict: Concept, Sources, Types, Stages of conflict, Management of conflict. Organisational Change: Concept, Resistance to change, Managing resistance to change, Implementing Change, Kurt Lewin Theory of Change.

References:

Aswathapa. A: Organizational Behaviour, Himalaya Publishing House Gilbert; Principle of Management, McGraw Hill Greenberg Jerald and Baron Robert A: Behaviour in Organization understanding and

managing the Human side of Work, Prentice Hall of India Kaul Vijay Kumar: Business Organization & Management, Text and Cases Pearson

BBA: SYB-4

BBA (Hons.) SEMESTER I

Core Course C102: Statistics for Business Decisions (6 Credit)


Objective: To familiarize the students with various Statistical Data Analysis tools that can be used for effective decision making. Emphasis will be on the application of the concepts learnt. Course Contents:

Module I (8 hours) Measures of Central Value: Characteristics of an ideal measure; Measures of Central Tendency - mean, median, mode, harmonic mean and geometric mean. Merits, Limitations and Suitability of averages. Relationship between averages. Measures of Dispersion: Meaning and Significance. Absolute and Relative measures of dispersion Range, Quartile Deviation, Mean Deviation, Standard Deviation, Coefficient of Variation, Moments, Skewness, Kurtosis.

Module II (10 hours) Correlation Analysis: Meaning and significance. Correlation and Causation, Types of correlation. Methods of studying simple correlation - Scatter diagram, Karl Pearson’s coefficient of correlation, Spearman’s Rank correlation coefficient, Regression Analysis: Meaning and significance, Regression vs. Correlation. Linear Regression, Regression lines (X on Y, Y on X) and Standard error of estimate.

Module III (10 hours) Analysis of Time Series: Meaning and significance. Utility, Components of time series, Models (Additive and Multiplicative), Measurement of trend: Method of least squares, Parabolic trend and logarithmic trend; Index Numbers: Meaning and significance, problems in construction of index numbers, methods of constructing index numbers-weighted and un-weighted, Test of adequacy of index numbers, chain index numbers, base shifting, splicing and deflating index number. Module IV (7 hours) Probability and Sampling: Meaning and need. Theorems of addition and multiplication. Conditional probability. Bayes’ theorem, Probability Distribution: Meaning, characteristics (Expectation and variance) of Binomial, Poisson, and Normal distribution. Sampling: Concept, types, sampling distribution and Central limit theorem. Module V (10 hours)

Estimation and Hypothesis testing: Concept; Point estimates and confidence intervals, level of Significance; Process of hypothesis testing; Test of hypothesis concerning Mean; Test of hypothesis Normal Z test & t test for single mean. Non parametric statistics for hypothesis testing (Chi square, Run test, Wilcoxon matched Pairs test and Sign test)

References:

S.P Gupta: Statistical Methods, Sultan Chand & Sons, Edition. Richard Levin & David Rubin: Statistics for management, Prentice Hall. Anderson, Sweeny & Williams: Statistics for Business and Economics, South Western. Srivastava and Rego: Statistics for management, Mc Graw Hill education. S. C Gupta: Fundamental of Statistics Himalaya Publishing House Das and Swain, Business statistics for managerial decision, HPH

BBA: SYB-5

BBA SEMESTER I

Generic Elective Course G101: Economics for Managers (6 Credit)


The Course is offered to the students choosing Business Management as Generic Elective Objective: This course has been designed to study the application of concepts and principles of micro economics and macro economics to support business decisions taken by firms. Simple geometry and basic concepts of mathematics and statistics may be used in the course of teaching. Course Contents:

Module -1 (10 Hours) Introduction to Micro Economics: Demand(Meaning, Determinants & Law of Demand), Supply(Meaning, Determinants & Law of supply) and Market equilibrium: Elasticity of demand : Price elasticity of demand & determinants, other elasticity measures, Elasticity of Supply: Price Elasticity of Supply & determinants; Theory of consumer behaviour : Cardinal Utility Theory, Ordinal Utility Theory(Indifference curves, Budget line, Consumer Choice, Price Effect, Substitution Effect, Income effect for Normal, Inferior and Giffen goods). Module-2 (8 Hours)

Producer and optimal production choice: optimizing behaviour in short run (product curves, law of diminishing marginal productivity, three stages of production), optimizing behaviour in long run (iso-quants, iso-cost line, optimal combination of inputs). Costs and scale: cost concepts, Cost in the short run, Cost in the long run.

Module-3 (9 Hours) Market Structure: Perfect Competition (basic features, short run equilibrium of firm/industry, long run equilibrium of firm/industry) ; Monopoly: basic features, short run equilibrium, long run equilibrium, comparison with perfect competition, Price discrimination; Monopolistic Competition: basic features, short run equilibrium, long run equilibrium, excess capacity) ; Oligopoly: kinked demand curve model, dominant price leadership model.

Module- 4(10 Hours) Introduction to Macro Economics; Distinction between Micro and macro Economics, Concepts of National Income: Gross Domestic Product, National Income, Personal and Personal disposable income, measurement of national income; Circular flow of National Income-Two sector, three sector & four sector model; Classical theory of income and employment and interest, Keynesian theory of Income and employment: Effective Demand, components of aggregate demand, equilibrium income; Consumption Function-APC & MPC, Concept of multiplier & Accelerator,

Module-5 (8 Hours) Inflation: meaning, demand and supply side factors, consequences of inflation, anti-inflationary policies. Open Economy: Balance of payments, Foreign exchange Rates and Markets, fixed and flexible exchange rate, monetary and fiscal policy in open economy. Reference :

Dominick Salvatore: Principles of Microeconomics, Oxford University Press Lipsey and Chrystal: Economics, Oxford University Press Koutosyannis: Modern Micro Economics, Palgrave Macmillan

BBA: SYB-6

Pindyck, Rubinfeld and Mehta: Micro Economics, Pearson N Gregory Mankiw: Macroeconomics, Worth Publishers Olivier Blanchard: Macroeconomics, Pearson

BBA: SYB-7

BBA (Hons) SEMESTER I

Ability Enhancement Compulsory Course AE101: Environmental Science (2 Credits) Full Mark: 50 (End semester evaluation)

Module I: Ecosystems

Ecosystem- Structure and function of ecosystem (Abiotic and Biotic factors); Energy flow in an ecosystem

Environmental Problems: global warming and Climate change, ozone layer depletion. Deforestation, acid rain; impacts of environmental disturbances

Module II: Natural Resources and Biodiversity

Energy resources: Renewable and non-renewable energy sources. Biodiversity patterns and global biodiversity hot spots, India as a mega-biodiversity nation; Endangered and endemic species of India, Threats to biodiversity, Conservation of biodiversity: In-situ and Ex-situ conservation of biodiversity.

Module III: Environmental Pollution, Impact and Management

Environmental pollution: Air, water, soil and noise pollution, Nuclear hazards and human health risks, Solid waste management: Control measures of urban and industrial waste.

Environment Protection Act and International agreements: Montreal and Kyoto protocols and Convention on Biological Diversity (CBD).

References:

Carson, R. 2002. Silent Spring. Houghton Mifflin Harcourt. Gadgil, M., & Guha, R. 1993. This Fissured Land: An Ecological History of India. Univ.

of California Press. Gleeson, B. and Low, N. (eds.) 1999. Global Ethics and Environment, London,

Routledge. Gleick, P. H. 1993. Water in Crisis. Pacific Institute for Studies in Dev., Environment &

Security. Stockholm Env. Institute, Oxford Univ. Press. Groom, Martha J., Gary K. Meffe, and Carl Ronald Carroll. Principles of Conservation

Biology. Sunderland: Sinauer Associates, 2006. Grumbine, R. Edward, and Pandit, M.K. 2013. Threats from India’s Himalaya

dams. Science, 339: 36-37. McCully, P. 1996. Rivers no more: the environmental effects of dams (pp. 29-64). Zed

Books. McNeill, John R. 2000. Something New Under the Sun: An Environmental History of the

Twentieth Century. Odum, E.P., Odum, H.T. & Andrews, J. 1971. Fundamentals of Ecology. Philadelphia:

Saunders. Pepper, I.L., Gerba, C.P. & Brusseau, M.L. 2011. Environmental and Pollution Science.

Academic Press.

BBA: SYB-8

BBA (Hons.) SEMESTER II

Core Course C203:Managerial Economics (6 Credit)


Objective: The purpose of this course is to apply micro economic concepts and techniques in evaluating business decisions taken by firms. The emphasis is on explaining how tools of standard price theory can be employed to formulate a decision problem, evaluate alternative courses of action and finally choose among alternatives. Simple geometry and basic concepts of mathematics will be used in the course of teaching.

Course Contents: Module I(12 hours)

Introduction to Micro Economics: Demand, Supply and Market equilibrium: Demand Function, Determinants of Demand, individual demand, market demand, Elasticity of demand : Price elasticity of demand & determinants, income elasticity of demand, cross elasticity of demand; Supply: individual supply, market supply, Elasticity of Supply & determinants; Market equilibrium; Theory of consumer behaviour : Cardinal Utility Theory, Ordinal Utility Theory(Indifference curves, Budget line, Consumer Choice, Price Effect, Substitution Effect, Income effect for Normal, Inferior and Giffen goods), Revealed Preference Theory. Module II (7 hours)

Producer and optimal production choice: optimizing behaviour in short run (product curves, law of diminishing marginal productivity, three stages of production), optimizing behaviour in long run-Returns to Scale (isoquants, iso-cost line, optimal combination of inputs). Module III (5 hours)

Costs and scale: different cost concepts, Total Cost, Marginal Cost, and Average Cost, Theory of Cost (short run and long run, cost curves, envelope curves), economies of scale, and economies of scope. Module IV(13 hours)

Theory of firm and market organization : Perfect Competition (basic features, short run equilibrium of firm/industry, long run equilibrium of firm/industry) ; Monopoly: basic features, short run equilibrium, long run equilibrium, comparison with perfect competition, Price discrimination; Monopolistic Competition: basic features, short run equilibrium, long run equilibrium, excess capacity) ; Oligopoly: kinked demand curve model, dominant price leadership model.

Module V (8 hours) Factor Pricing: Determination of Rent-theories, Wage-Marginal Productivity theory, Interest-Liquidity Preference theory & Profit-concepts & theories.

References:

Dominick Salvatore: Principles of Microeconomics, Oxford University Press Lipsey and Chrystal: Economics, Oxford University Press Koutosyannis: Modern Micro Economics, Palgrave Macmillan Pindyck, Rubinfeld and Mehta: Micro Economics, Pearson D.M Mithani, Managerial Economics, Himalaya Publishing House

BBA: SYB-9

BBA (Hons.)

SEMESTER II Core Course

C204: Financial Accounting (6 Credit) Full marks: 100 (Mid Term-20 + End Term-80)

Objective: To familiarize students with the mechanics of preparation of financial statements, understanding corporate financial statements, their analysis and interpretation.

Course Contents: Module I (9 hours)

Introduction to Financial Accounting; Accounting as an Information System; Importance, Scope, and Limitations; Users of Accounting Information; Generally Accepted Accounting Principles(GAAP); The Accounting Equation; Nature of Accounts and Rules of Debit and Credit; Recording Transactions in General Journal; An overview of Subsidiary books – cash Book, Purchase Book, Purchase Returns Book, Sales Book, and Sales Returns Book, Journal Proper; Module II (9 hours)

Recording Transactions Cash Book; Opening and Closing Entries; Preparation of Ledger Accounts; Preparation of Trial Balance; Rectification of errors; Bank Reconciliation Statement

Module III (9 hours) Introduction to International Financial Reporting Standards (IFRS); Understanding Accounting Standards issued by the ICAI related to Disclosure of Accounting Policies; Depreciation Accounting and Revenue Recognition. Methods of charging and Recording Depreciation – Straight-line Method and Written-down-value Method Module IV (9 hours)

Preparation of Financial Statements: Preparing Trading Account, Profit & Loss Account and Balance Sheet for a Sole Proprietor; Understanding contents of Financial Statements of a Joint Stock Company as per Companies Act 2013; Understanding the contents of a Corporate Annual Report; Preparation of Cash Flow Statement as per AS-3 (revised).

Module V (9 hours) Analyzing Financial Statements: Objectives of Financial Statement Analysis; Sources of Information; Standards of Comparison; Techniques of Financial Statement Analysis - Horizontal Analysis, Vertical Analysis and Ratio Analysis; Meaning and Usefulness of Financial Ratios; Analysis of Financial Ratios from the perspective of different Stakeholders like Investors, Lenders and Short-term Creditors; Profitability Ratios, Solvency Ratios, Liquidity Ratios and Turnover Ratios; Limitations of Ratio Analysis.

References:

Modern Accountancy: Hanif and Mukherjee Part I & II,Tata McGraw-Hill Financial Accounting: Jwaharlal, Himalaya Publishing House S.N. Maheshwari, Suneel K. Maheshwari, and Sharad K. Maheshwari: An Introduction to

Accountancy, Vikas Publishing House Pvt. Ltd. R. Narayanaswamy, Financial Accounting: A Managerial Perspective, PHI Learning Pvt.

Ltd.

BBA: SYB-10

BBA SEMESTER II

Generic Elective Course G202: Statistics for Business Decisions (6 Credit)

Full marks: 100 (Mid Term-20 + End Term-80) Objective: To familiarize the students with various Statistical Data Analysis tools that can be used for effective decision making. Emphasis will be on the application of the concepts learnt. Course Contents:

Module I (8 hours) Measures of Central Value: Characteristics of an ideal measure; Measures of Central Tendency - mean, median, mode, harmonic mean and geometric mean. Merits, Limitations and Suitability of averages. Relationship between averages. Measures of Dispersion: Meaning and Significance. Absolute and Relative measures of dispersion Range, Quartile Deviation, Mean Deviation, Standard Deviation, Coefficient of Variation, Moments, Skewness, Kurtosis.

Module II (10 hours) Correlation Analysis: Meaning and significance. Correlation and Causation, Types of correlation. Methods of studying simple correlation - Scatter diagram, Karl Pearson’s coefficient of correlation, Spearman’s Rank correlation coefficient, Regression Analysis: Meaning and significance, Regression vs. Correlation. Linear Regression, Regression lines (X on Y, Y on X) and Standard error of estimate.

Module III (10 hours) Analysis of Time Series: Meaning and significance. Utility, Components of time series, Models (Additive and Multiplicative), Measurement of trend: Method of least squares, Parabolic trend and logarithmic trend; Index Numbers: Meaning and significance, problems in construction of index numbers, methods of constructing index numbers-weighted and un-weighted, Test of adequacy of index numbers, chain index numbers, base shifting, splicing and deflating index number. Module IV (7 hours)

Probability and Sampling: Meaning and need. Theorems of addition and multiplication. Conditional probability. Bayes’ theorem, Probability Distribution: Meaning, characteristics (Expectation and variance) of Binomial, Poisson, and Normal distribution. Sampling: Concept, types, sampling distribution and Central limit theorem.

Module V (15 hours) Meaning and uses of index numbers; Construction of index numbers: fixed and chain base: univariate and composite. Aggregative and average of relatives – simple and weighted Tests of adequacy of index numbers, Base shifting, splicing and deflating. Problems in the construction of index numbers; Construction of consumer price indices: Important share price indices, including BSE SENSEX and NSE NIFTY

References:

S.P Gupta: Statistical Methods, Sultan Chand & Sons, Edition. Richard Levin & David Rubin: Statistics for management, Prentice Hall. Anderson, Sweeny & Williams: Statistics for Business and Economics, South Western. Srivastava and Rego: Statistics for management, Mc Graw Hill education.

BBA: SYB-11

BBA (Hons) SEMESTER II

Ability Enhancement Compulsory Course AE202: English (2 Credits)

Full Mark: 50 (End semester evaluation

This is a need based course. It aims to develop the communicative ability of the students in speaking, reading and writing skills. The course also aims to equip the students in use of grammar in meaningful contexts and express themselves in day to day life’s practical situations.

Module I

Basics of Communication:

The process of Communication; Language as a Tool of Communication; Levels of Communication, The Flow of Communication; Communication Networks; Barriers to Communication; Technology in Communication Verbal and Non-verbal Communication: Spoken and written; Formal and Informal Style; Use of bias free English

Module II

Principles and Practices of Writing. Grammar and Punctuation: Subject-Verb Agreement; Common Mistakes; Punctuation. Sentence Construction Module III Reading and Writing

Comprehension; Art of Condensation; Note making; Summarizing; Paragraph Writing; Writing a Review; Dialogue Writing

BBA: SYB-12

BBA (Hons) SEMESTER II

Skill Enhancement Compulsory Course SE201: Alternative English (2 Credits)

Full Mark: 50 (End semester evaluation) Module I Poetry: Shakespeare: Sonnet CXXX; William Blake: London; T S Eliot: Preludes; Thomas Hardy: The Darkling Thrush Wordsworth: It’s a Beauteous Evening Module II Short Story: Gabriel Garcia Marquez: Balthazar’s Marvellous Afternoon Amitav Ghosh: Ghost’s of Mrs Gandhi; Omprakash Valmiki: Jhootan Module III Essays: Virginia Woolf: Shakespeare’s Sister Chitra Banerjee Divakaruni: Indian Movie, New Jersey B. R. Ambedkar: Who are the Shudras? Prescribed Text: The Individual and Society: Essays Stories and Poems. New Delhi: Pearson, 2006

BBA: SYB-13

BBA (Hons.) SEMESTER III

Core Course C305: Macro Economics (6 Credit)


Objective: This course deals with the principles of Macroeconomics. The coverage includes determination of and linkages between major economic variables; level of output and prices, inflation, interest rates and exchange rates. The course is designed to study the impact of monetary and fiscal policy on the aggregate behaviour of individuals.

Course Content:

Module I(10 hours)

Introduction to Macro Economics; Distinction between Micro and macro Economics, Concepts of National Income: Gross Domestic Product, National Income, Personal and Personal disposable income; Circular flow of National Income-Two sector, three sector & four sector model; Classical theory of income and employment: Classical theory of interest rate.

Module II(9 hours)

Keynesian theory of Income and employment: Effective Demand, components of aggregate demand, equilibrium income; Concept of multiplier & Accelerator, effect of fiscal and monetary policy, crowding out; Consumption Function-APC & MPC

Module III (8 hours)

ISLM model: Derivation of IS curve (Product market) and LM curve(Money market) properties of ISLM curves, factors affecting the position and slope of ISLM curves, determination of equilibrium income and interest rates, effect of monetary and fiscal policy.

Module IV(10 hours)

Money: functions of money, quantity theory of money, determination of money supply and demand, money multiplier, indicators and instruments of monetary control; Inflation: meaning, demand and supply side factors, consequences of inflation, anti-inflationary policies, natural rate theory, monetary policy-output and inflation, Phillips curve (short run and long run). (12 Hrs)

Module V (8 hours)

Open Economy: Introduction to Balance of payments, market for foreign exchange and exchange rate, monetary and fiscal policy in open economy, fixed and flexible exchange rate.

References:

D.M Mithani, Macro Economics, Himalaya Publishing House Froyen, R.P: Macroeconomics-theories and policies, Pearson Dornbusch and Fischer: Macroeconomics, Tata McGraw Hill N Gregory Mankiw: Macroeconomics, Worth Publishers Olivier Blanchard: Macroeconomics, Pearson

BBA: SYB-14


Core Course C306: Principles of Marketing (6 Credit)


Objective: This course aims to familiarize students with the marketing functioning organizations. It will equip the students with understanding of the Marketing Mix elements and sensitize them to certain emerging issues in Marketing. The course will use and focus on Indian experiences, approaches and cases.

Course Contents:

Module I (8 hours)

Introduction: Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Company orientation -Production concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept. Marketing Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context); Marketing Planning.

Module II (8 hours)

Segmentation, Targeting and Positioning: Levels of Market Segmentation, Basis for Segmenting Consumer Markets,


Product & Pricing Decisions: Concept of Product Life Cycle (PLC), PLC marketing strategies, Product Classification, Product Line Decision, Product Mix Decision, Branding Decisions, Packaging & Labelling, New Product Development. Pricing Decisions: Determinants of Price, Pricing Methods

Module IV (9 hours)

Promotion Mix: Factors determining promotion mix, Promotional Tools-basics of Advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling;

Module V (9 hours)

Place (Marketing Channels): Channel functions, Channel Levels, Types of Intermediaries: Types of Retailers, Types of Wholesalers. Marketing of Services -Unique Characteristics of Services, Marketing strategies for service firms – 7Ps

References:

Kotler, P. & Keller, K. L Koshy ,Jha .: Marketing Management, Pearson. Ramaswamy, V.S. & Namakumari, S: ‘Marketing Management: Global Perspective-

Indian Context’, Macmillan Publishers India Limited. Rajan Saxena: Marketing Managment, Tata McGraw-Hill Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing. Sherleker, Marketing Management, Himalaya Publishing House

BBA: SYB-15


Core Course C307: Management Accounting (6 Credit)


Objective: To acquaint students with role of Management Accounting in planning, control and decision-making Course Contents:

Module I (6 hours) Management Accounting: Meaning, definition, nature and scope of Management Accounting; Comparison of Management Accounting with Cost Accounting and Financial Accounting. Cost concepts: Meaning, Scope, Objectives, and Importance of Cost Accounting; Cost, Costing, Cost Control, and Cost Reduction. Module II (8 hours)

Cost, Cost Unit, Cost objective, Cost Center, Profit Center; Elements of Cost, Classification of Costs: Activity, Fixed, Variable, Semi-variable, and Step Costs; Product, and Period Costs; Direct, and Indirect Costs; Relevant, and Irrelevant Costs; Shut-down, and Sunk Costs; Controllable, and Uncontrollable Costs; Avoidable, and Unavoidable Costs; Imputed / Hypothetical Costs; Out-of-pocket Costs; Opportunity Costs; Expired, and Unexpired Costs; Conversion Cost. Cost Ascertainment; Components of total Cost, Cost Sheet

Module III (11 hours) Cost-Volume-Profit Analysis: Contribution, Profit-Volume Ratio, Margin of safety, Cost Break-even Point, Composite Break-even Point, Cash Break-even Point, Key Factor, Break-even Analysis. Relevant Costs and Decision Making: Pricing, Product Profitability, Make or Buy, Exploring new markets, Export Order, Sell or Process Further, Shut down vs. Continue. Module IV (10 hours)

Budgets and Budgetary Control: Meaning, Types of Budgets, Steps in Budgetary Control, Fixed and Flexible Budgeting, Cash Budget. Responsibility Accounting: Concept, Significance, Different responsibility centers, Divisional performance – Financial measures, Transfer pricing. Module V (10 hours)

Standard Costing and Variance Analysis: Meaning of Standard Cost and Standard Costing, Advantages, Limitations and Applications; Material, Labor, Overhead and Sales variances. Introduction to Target Costing, Life Cycle Costing, Quality Costing, and Activity based Costing. References:

C.T. Horngren, Gary L. Sundem, Jeff O. Schatzberg, and Dave Burgstahler: Introduction to Management Accounting, Pearson

M.N. Arora: A Textbook of Cost and Management Accounting, Vikas Publishing House Pvt. Ltd.

M.Y. Khan, and P.K. Jain, Management Accounting: Text Problems and Cases, McGraw Hill Education (India) Pvt. Ltd

S.N. Maheshwari, and S.N. Mittal, Cost Accounting: Theory and Problems, Shree Mahavir Book Depot (Publisher)

Wilsson,Management Accounting, Himalaya Publishing House

BBA: SYB-16

BBA SEMESTER III

Generic Elective Course G303: Principles of Marketing (6 Credit)

Full marks: 100 (Mid Term-20 + End Term-80) Objective: This course aims to familiarize students with the marketing functioning organizations. It will equip the students with understanding of the Marketing Mix elements and sensitize them to certain emerging issues in Marketing. The course will use and focus on Indian experiences, approaches and cases.


Introduction: Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing concepts; Company orientation -Production concept, Product concept, Selling concept, Marketing concept, Holistic marketing concept. Marketing Environment: Demographic, economic, political, legal, socio cultural, technological environment (Indian context); Marketing Planning. Module II (8 hours)

Segmentation, Targeting and Positioning: Levels of Market Segmentation, Basis for Segmenting Consumer Markets,

Module III (11 hours) Product & Pricing Decisions: Concept of Product Life Cycle (PLC), PLC marketing strategies, Product Classification, Product Line Decision, Product Mix Decision, Branding Decisions, Packaging & Labelling, New Product Development. Pricing Decisions: Determinants of Price, Pricing Methods Module IV (9 hours)

Promotion Mix: Factors determining promotion mix, Promotional Tools-basics of Advertisement, Sales Promotion, Public Relations & Publicity and Personal Selling;

Module V (9 hours) Place (Marketing Channels): Channel functions, Channel Levels, Types of Intermediaries: Types of Retailers, Types of Wholesalers. Marketing of Services -Unique Characteristics of Services, Marketing strategies for service firms – 7Ps

References:

Kotler, P. & Keller, K. L Koshy ,Jha .: Marketing Management, Pearson. Ramaswamy, V.S. & Namakumari, S: ‘Marketing Management: Global Perspective-

Indian Context’, Macmillan Publishers India Limited. Rajan Saxena: Marketing Managment, Tata McGraw-Hill Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing.

BBA: SYB-17

BBA (Hons) SEMESTER III

Skill Enhancement Course SE302: Computer Science (2 Credits) Full marks: 50 (End Term evaluation)

Module I Introduction: Introduction to computer system, uses, types. Data Representation: Number systems and character representation, binary arithmetic. Human Computer Interface: Types of software, Operating system as user interface, utility programs. Module II Devices: Input and output devices (with connections and practical demo), keyboard, mouse, joystick, scanner, OCR, OMR, bar code reader, web camera, monitor, printer, plotter. Memory: Primary, secondary, auxiliary memory, RAM, ROM, cache memory, hard disks, optical disks Module III Computer Organisation and Architecture: C.P.U., registers, system bus, main memory unit, cache memory, Inside a computer, SMPS, Motherboard, Ports and Interfaces, expansion cards, ribbon cables, memory chips, processors.

Reference Books:

1. Goel, Computer Fundamentals, Pearson Education, 2010. 2. P. Aksoy, L. DeNardis, Introduction to Information Technology, Cengage Learning, 2006 3. P. K.Sinha, P. Sinha, Fundamentals of Computers, BPB Publishers, 2007.

BBA: SYB-18

BBA (Hons.) SEMESTER IV

Core Course C408: Business Research (6 Credit)

Full marks: 100 (Mid Term-20 + End Term-80) Objective: To provide an exposure to the students pertaining to the nature and extent of research orientation, which they are expected to possess when they enter the industry as practitioners. To give them an understanding of the basic techniques and tools of business marketing research.

Course Contents:

Module I (6 hours)

Nature and Scope of Business Research, Research method Vs methodology, Role of Business Research in decision making, Major types of research, The Research process,

Module II (6 hours)

Problem Formulation: Management decision problem Vs. Marketing Research problem, theoretical review/literature review, Research Objectives, Hypothesis


Research Design: Exploratory, Descriptive, Causal; Sampling, Sampling methods: Probability & non probability, Data for business research, Types data: Secondary & Primary data: Advantages & Disadvantages of Secondary Data, Criteria for evaluating secondary sources, secondary sources of data in Indian Context.

Module IV (10 hours)

Primary Data Collection: Survey Vs. Observations, Comparison of self-administered, telephone, mail, emails techniques, Questionnaire, Qualitative Research Tools: Depth Interviews focus groups and projective techniques; Measurement & Scaling: Primary scales of Measurement-Nominal, Ordinal, Interval & Ratio. Attitude scaling techniques: paired comparison, rank order, constant sum, semantic differential, itemized ratings, Likert Scale.

Module V (13 hours)

Data Analysis: Z test, t test (mean & proportion), Chi square test, ANOVA (one-way only), theoretical concept of factor analysis, discriminant analysis.

References:

C. R. Kothari, Research Methodology, New Age publication. Cooper & Schindler: Business Research Methods, McGraw-Hill Education Naresh Malhotra: Marketing Research, Pearson. Levin & Rubin: Management Statistics, Pearson Publication. Michel, Business Research, Himalaya Publishing House

BBA: SYB-19


Core Course C409: Human Resource Management (6 Credit)

Full marks: 100 (Mid Term-20 + End Term-80) Objective: The purpose of this course is to facilitate the students in acquiring specific knowledge, skills, and abilities associated with human resource management so that they can prepare themselves to perform the essential functions of human resource management after they join organizations.

Course Contents:

Module I (8 hours)

Human Resource Management: Concept, Functions, roles, skills & competencies, HRD-definition, goals and challenges, The changing environment of HRM – globalization, cultural environment, technological advances, Work life balance, HR role in strategy formulation & gaining competitive advantage. HRM issues in Indian Organisations

Module II (10 hours)

Human Resource Planning: Process, Forecasting demand & supply, Skill inventories Human Resource Information System (HRIS) succession planning, Job analysis – Uses, methods, Job description & Job specifications. . Job enlargement, job enrichment . Recruitment, Selection & Orientation: internal & external sources, e- recruitment, selection process, orientation process.


Training: Concept, Needs, Systematic approach to training, Methods of training , Performance management system: concept, uses of performance appraisal, performance management methods, factors that distort appraisal, appraisal interview. Career planning: career anchors, career life stages,

Module IV (8 hours)

Compensation: Steps of determining compensation, job evaluation, components of pay structure, factors influencing compensation levels, wage differentials & incentives, profit sharing, gain sharing, employees’ stock option plans.

Module V (9 hours)

Industrial Relations: Introduction to Industrial Relations, Trade unions role, types, functions, problems, industrial dispute- concept, causes & machinery for settlement of disputes- grievance, concepts, causes & grievance redressal machinery, , Collective bargaining- concept, types, process, problems, essentials of effective collective bargaining .

References:

De Cenzo, D.A. & Robbins: Fundamentals of Human Resource Management, New York: John Wiley & Sons. Dessler

Dessler G: Human Resource Management, Pearson. Monappa & Saiyaddin: Personnel Management,Tata McGraw Hill. Rao, V.S.P.: Human Resource Management- Text and Cases, Excel Books. Subbarao. P, Personal Human Resource Management, Himalaya Publishing House

BBA: SYB-20


Core Course C410: Financial Management (6 Credit)

Full marks: 100 (Mid Term-20 + End Term-80) Objective: To acquaint students with the techniques of financial management and their applications for business decision making. Course Contents: Module I (8 hours) Introduction, Nature, scope, functions of financial management, Decisions of financial management- Investment decision, Financing decision, dividend decision, liquidity decision. Goal of a company: Profit maximization- concept and limitations and wealth maximization- maximization of EPS. Traditional vs Modern approach. Long term sources of finance: Equity and features, preference- types and features, debenture- types and features, Term loan- types (short term, medium term and long term) and features. Module II (10 hours) Time value of money: concept, reasons. Techniques of time value of money: compounding and discounting. Concept of present value, concept of future value, and annuity- annuity due and annuity deferred. Valuation of securities: bond valuation and share valuation. Risk; concept, classification, systematic risk and unsystematic risk, their sources and measures. Return, holding period return, arithmetic and geometric return. Risk-return tradeoff Module III (10 hours) Long -term investment decisions: Capital Budgeting - Principles and Techniques; Nature and meaning of capital budgeting; Estimation of relevant cash flows and terminal value; Evaluation techniques - Accounting Rate of Return, - payback period, discounted payback period, Net Present Value, Internal Rate of Return, Profitably Index Method. Concept and Measurement of Cost of Capital: Explicit and Implicit costs; Measurement of cost of capital; Cost of debt; Cost of perpetual debt; Cost of Equity Share; Cost of Preference Share; Cost of Retained Earning; Computation of over-all cost of capital based on Historical and Market weights. Module IV (8 hours) Leverage Analysis: Operating and Financial Leverage (trading on equity); EBIT -EPS analysis; Combined leverage. Advantages and disadvantages of financial and operating leverage. Capital Structures: Approaches to Capital Structure Theories - Net Income approach, Net Operating Income approach, Modigliani-Miller (MM) approach, Traditional approach, Capital Structure and Financial Distress, Trade-Off Theory. Module V (9 hours) Concept of dividend forms of dividend- cash dividend, bonus issue, other forms. Determinants of dividend policy. Dividend Policy Decision - Dividend and Capital; The irrelevance of dividends: General, MM hypothesis; Relevance of dividends: Walter's model, Gordon's model. Concept of Working capital. Types- Gross working capital, net working capital, permanent working capital, temporary working capital, operating cycle. Estimation of working capital issues. Current asset policy and financing- hedging approach, conservative approach and aggressive approach. References:

M.Y. Khan & P.K. Jain: Financial Management Text Problem and Cases, Tata McGraw Hill Publishing Co. Ltd.

R. P. Rustogi: Financial Management Theory Concepts and Practices, Taxmann I.M. Pandey: Financial Management: Theory and Practices, Vikas Publishing House Kulkarni: Financial Management, Himalaya Publishing House

BBA: SYB-21

BBA (Hons) SEMESTER IV

Generic Elective Course G404: Human Resource Management (6 credit)

Full marks: 100 (Mid Term-20 + End Term-80) Objective: The purpose of this course is to facilitate the students in acquiring specific knowledge, skills, and abilities associated with human resource management so that they can prepare themselves to perform the essential functions of human resource management after they join organizations. Note: Offered by MBA Department for B.Com Students


Human Resource Management: Concept, Functions, roles, skills & competencies, HRD-definition, goals and challenges, The changing environment of HRM – globalization, cultural environment, technological advances, Work life balance, HR role in strategy formulation & gaining competitive advantage. HRM issues in Indian Organisations

Module II (10 hours) Human Resource Planning: Process, Forecasting demand & supply, Skill inventories Human Resource Information System (HRIS) succession planning, Job analysis – Uses, methods, Job description & Job specifications. . Job enlargement, job enrichment . Recruitment, Selection & Orientation: internal & external sources, e- recruitment, selection process, orientation process. Module III (10 hours)

Training: Concept, Needs, Systematic approach to training, Methods of training, Performance management system: concept, uses of performance appraisal, performance management methods, factors that distort appraisal, appraisal interview. Career planning: career anchors, career life stages,

Module IV (8 hours) Compensation: Steps of determining compensation, job evaluation, components of pay structure, factors influencing compensation levels, wage differentials & incentives, profit sharing, gain sharing, employees’ stock option plans.

Module V (9 hours) Industrial Relations: Introduction to Industrial Relations, Trade unions role, types, functions, problems, industrial dispute- concept, causes & machinery for settlement of disputes- grievance, concepts, causes & grievance redressal machinery, , Collective bargaining- concept, types, process, problems, essentials of effective collective bargaining . References:

De Cenzo, D.A. & Robbins: Fundamentals of Human Resource Management, New York: John Wiley & Sons. Dessler

Dessler G: Human Resource Management, Pearson. Monappa & Saiyaddin: Personnel Management, Tata McGraw Hill. Rao, V.S.P.: Human Resource Management- Text and Cases, Excel Books.

BBA: SYB-22

BBA (Hons) SEMESTER IV

Skill Enhancement Course SE2403: Financial Market: A Beginner’s Module (NSE) (2 Credits)

Full marks: 50 (End Term evaluation)

Objective: To improve the knowledge of students in security market and to teach them the basics of investment.

Course Contents

Module I (10 hours)

Investment basics: Concept, interest rate, options of investment, short term sources and long term sources of finance, Stock exchange, equity share, debt instrument, derivative, mutual fund, index, dematerialisation, depository. Securities: Concept, functions of securities market, regulator, SEBI and its role, participants, segments. Financial Market: Primary market, issue of shares, market price, face value, capitalisation, IPO, Public issue, Rights issue, private placement. Foreign capital issuance: ADR, GDR.


Secondary market: Role, Primary Vs Secondary market, Stock exchange: functions, demutualisation, stock trading. Products in Secondary market. Equity investment & Debt investment. Derivatives: Types, financial derivatives & commodity derivatives. Depository: DP, Custodian. Mutual Fund: Regulatory Body, NAV, Befits, Risks associated with mutual fund. Active fund management Vs passive fund management.


Miscellaneous: Corporate actions: dividend, stock split, buyback of shares. Index, clearing and Settlement Redressal, Concept and modes of analysis: Simple interest, compound interest, time value of money- compounding technique and discounting technique. Annual report- Profit & Loss account, Balance Sheet. Sources & application of Fund. Ratio analysis: Types and application.

Reference:

Financial Market: A Beginner’s Module, NCFM material. Saunders, Anthony & Cornett, Marcia Millon: Financial Markets and Institutions Shahani, Rakesh: Financial Markets in India: A Research Initiative, Anamica Publications

BBA: SYB-23

BBA (Hons.) SEMESTER V

Core Course C511: Operation Research (6 Credit)


Objective: To acquaint students with the construction of mathematical models for managerial decision situations and to use computer software packages to obtain a solution wherever applicable. The emphasis is on understanding the concepts, formulation and interpretation.

Course Contents:

Module I (9 hours)

Linear Programming: Formulation of L.P. Problems, Graphical Solutions (Special cases: Multiple optimal solution, infeasibility, unbounded solution); Simplex Methods (Special cases: Multiple optimal solution, infeasibility, degeneracy, unbounded solution) Big-M method and Two-phase method; Duality and Sensitivity (emphasis on formulation & economic interpretation); Formulation of Integer programming, Zero-one programming, Goal Programming.


Elementary Transportation: Formulation of Transport Problem, Solution by N.W. Corner Rule, Least Cost method, Vogel’s Approximation Method (VAM), Modified Distribution Method. (Special cases: Multiple Solutions, Maximization case, Unbalanced case, prohibited routes) Elementary Assignment: Hungarian Method, (Special cases: Multiple Solutions, Maximization case, Unbalanced case, Restrictions on assignment.)


Network Analysis: Construction of the Network diagram, Critical Path- float and slack analysis (Total float, free float, independent float) and Crashing. PERT: Probability of project completion.

Module IV (10 hours)

Decision Theory: Pay off Table, Opportunity Loss Table, Expected Monetary Value, Expected Opportunity Loss, Expected Value of Perfect Information and Sample Information Markov Chains: Predicting Future Market Shares, Equilibrium Conditions(Questions based on Markov analysis) Limiting probabilities.

Module V (8 hours)

Introduction to Game Theory: Pay off Matrix- Two person Zero-Sum game, Pure strategy, Saddle point; Dominance Rule, Mixed strategy, Reduction of m x n game and solution of 2x2, 2 x s, and r x 2 cases by Graphical and Algebraic methods; Introduction to Simulation: Monte Carlo Simulation.

References: N. D. Vohra: Quantitative Management, Tata McGraw Hill. P. K. Gupta: Man Mohan, KantiSwarup: Operations Research, Sultan Chand. Shrma Ananda. Quantitative Techniques for Decision Making, Himalaya Publishing

House V. K. Kapoor: Operations Research, Sultan Chand & Sons. J. K. Sharma: Operations Research Theory & Applications, Macmillan India Limited.

BBA: SYB-24

BBA (Hons.) SEMESTER V

Core Course C512: Legal Aspects of Business (6 Credit) Full marks: 100 (Mid Term-20 + End Term-80)

Objective: To gain knowledge of the branches of law which relate to business organizations, certain corporate bodies and related matters. Also to understand the applications of these laws to practical commercial situations.

Course Contents:

Module I (12 hours)

Indian Contract act 1872: Meaning and essentials of contract; kinds of contract based on validity, formation and performance, law relating to offer, acceptance, consideration, competency to contract, free consent, void agreements, performance of contracts, discharge of contract, remedies for breach of contracts.

Module II (8 hours)

Special Contracts: Contract of Indemnity and Guarantee; Bailment and Pledge, Agency.


Sale of Goods Act: Sale and agreement to sell, Conditions and warranties, Transfer of property, Performance of contract of sale, Sale by non-owners, Rights of unpaid seller.

Indian Partnership Act: Meaning, essentials, Mode of registration, relations of partners, Rights and liabilities of partners, Reconstitution of partnership firm, Dissolution pf partnership firm, Limited liability partnership

Module IV (8 hours)

Negotiable Instruments Act,1881: Meaning and definition of Promissory note, Bills of Exchange, and Cheque, Distinction between them.

Consumer Protection Act: Objectives, definitions, consumer dispute redressal forum and procedure

Module V (5 hours)

The Company Act, 2013: Meaning and types, Incorporation, Memorandum & Articles of Association, Prospectus, role of directors, Shares, company meetings and dissolution of company.

References:

N.D. Kapoor, Mercantile Law, Sultan Chand M.C. Kuchhal, Business Law and Mercantile Law, Vikash Publishing House Arora. S: Business Law, Taxmann Maheswari & Maheswari, Business Law Himalaya Publishing House Roy, C.K & Roy P.K: Business Law, Vikash Publishing House

BBA: SYB-25

BBA (Hons) SEMESTER V

Discipline Specific Elective Course D501A: Investment Banking and Financial Services (6 Credit)

Full marks: 100 (Mid Term-20+ End Term-80)

Objective: The objective of this paper is to know the different aspects of Investment banking, mergers and acquisition and the detailed SEBI guidelines on issue management. Course Contents: Module I (8 hours) Introduction: An Overview of Indian Financial System, Investment Banking in India, Recent Developments and Challenges ahead, Institutional structure and Functions of Investment / Merchant Banking; SEBI guidelines for Merchant Bankers, Registration, obligations and responsibilities of Lead Managers, Regulations regarding Continuance of association of lead manager with an issue Module II (12 hours) Issue Management: Public Issue: classification of companies, eligibility, issue pricing, promoter’s contribution, minimum public offer, prospectus, allotment, preferential allotment, private placement, Book Building process, designing and pricing, Green Shoe Option; Right Issue: promoter’s contribution, minimum subscription, advertisements, contents of offer document, Bought out Deals, Post issue work & obligations, Investor protection, Broker, sub broker and underwriters Module III (8hours) Leasing and Hire Purchase :Concepts of leasing, types of leasing – financial & operating lease, direct lease and sales & lease back, advantages and limitations of leasing, Lease rental determination; Finance lease evaluation problems (only Lessee’s angle), Hire Purchase interest &Installment, difference between Hire Purchase & Leasing, Choice criteria between Leasing and Hire Purchase mathematics of HP, Factoring, forfaiting and its arrangement, Housing Finance : Meaning and rise of housing finance in India, Fixing the amount of loan, repricing of a loan, floating vs. fixed rate, Practical problems on housing finance. Module IV (5 hours) Venture Capital: Concept, history and evolution of VC, the venture investment process, various steps in venture financing, incubation financing. Module V (12 hours) Insurance: concept, classification, principles of insurance, IRDA and different regulatory norms, operation of General Insurance, Health Insurance, Life Insurance. Credit Ratings: Introduction, types of credit rating, advantages and disadvantages of credit ratings, Credit rating agencies and their methodology, International credit rating practices. Securitization: concept, securitization as a funding mechanism, Traditional and non- traditional mortgages, Graduated-payment mortgages (GPMs), Pledged-Account Mortgages (PAMs), Centralized Mortgage obligations (CMOs), Securitization of non mortgage assets, Securitization in India. References:

M.Y.Khan: Financial Services, Tata McGraw –Hill. Machiraju: Indian Financial System, Vikas Publishing House. J.C.Verma: A Manual of Merchant Banking, Bharath Publishing House. K.Sriram: Hand Book of Leasing, Hire Purchase & Factoring, ICFAI, Hyderabad Tripathy Nalini, Investment Banking, Himalaya Publishing House

BBA: SYB-26


Discipline Specific Elective Course D501B: Consumer Behavior (6 Credit)

Full marks: 100 (Mid Term-20+ End Term-80) Objective: The course of Consumer behaviour equips students with the basic knowledge about the issues and dimensions of consumer behaviour and with the skill and ability to analyze consumer information and develop consumer behaviour oriented marketing strategies. Course contents: Module I (8 hours) Consumer Behaviour: Nature, scope & application: Importance of consumer behaviour in marketing decisions, characteristics of consumer behaviour, role of consumer research, consumer behaviour- interdisciplinary approach. Market Segmentation: AIO, VALS model. Module II (12 hours) Individual determinants of consumer behaviour: Consumer Perception; Concept of absolute threshold limit, differential threshold limit & subliminal perception. Consumer Attitudes: Formation of attitudes, functions performed by attitudes, models of attitudes: Tri-component model, multi-attribute model, attitude towards advertisement model. Consumer Needs & Motivation: Characteristics of motivation, theories of needs & motivation: Maslow’s hierarchy of needs, Hertzberg’s theory, McLelland’s APA theory. Personality & Consumer Behaviour: Importance of personality, theories of personality- Freudian theory, Jungian theory, Neo-Freudian theory, Trait theory. Learning: Importance of learning on consumer behaviour, learning theories: classical conditioning, instrumental conditioning. Module III (12 hours) Group determinants of consumer behaviour: Consumer reference groups, Different types of reference groups, reference group influence on products & brands, application of reference groups. Family & Consumer Behaviour: Consumer socialisation process, consumer roles within a family, family life cycle. Social Class & Consumer behaviour: Determinants of social class, characteristics & types of social class. Culture & Consumer Behaviour: Characteristics of culture, core values held by society & their influence on consumer behaviour, cross-cultural influences. Opinion Leadership Process: Characteristics & needs of opinion leaders & opinion receivers. Module IV (8 hours) Diffusion of Innovation: Definition of innovation, adoption process. Consumer Decision making process: Process- problem recognition, pre-purchase search influences, information evaluation, purchase decision (compensatory decision rule, conjunctive decision, rule, Lexicographic rule, affect referral, disjunctive rule), post-purchase evaluation; Module V (5 hours) Comprehensive Models of Consumer Decision making: Nicosia Model, Howard-Sheth Model, Engel, Kollat & Blackwell Model, Sheth Newman Gross Model of Consumer Values. NOTE: Cases & application to marketing will be taught with respect to each topic. References:

Leon G. Schiffman & Leslie L. Kanuk: Consumer Behaviour, Prentice Hall Publication, latest Edition.

Hawkins, D.I., Best, R. J., Coney, K.A., & Mookerjee, A.: Consumer Behaviour – Building Marketing Strategy, Tata McGraw Hill.

Suja Nair: Consumer Behaviour & Marketing Research, Himalaya Publication House Kumra Rajib, Consumer Behaviour, Himalaya Publication House

BBA: SYB-27


Discipline Specific Elective Course D502A: Securities Analysis and Portfolio Management (6 Credit)


Objective: To familiarize students with basic concepts of Securities Analysis & Portfolio Management & its various tools & techniques to facilitate the managers in managing their portfolio. To acquaint students in respect to investment decisions related to financial assets, risks & returns involved. To make aware about functioning of securities market alongside the theories & concepts involved in portfolio management. Course Contents:

Module I (9 hours) Introduction to Investment Management, Investment, gambling and speculation, Investment Objectives, Investment Process and Policy, Securities and Investment Alternatives Types of Market; New Issue Market: Meaning and Function Placement of Issue, Secondary market; Function, Types of order, Stock Market Indices of India, Usefulness, Computation, Differences between Indices. Module II (9 hours)

Risk & Return Analysis: Meaning and Types of risk, Systematic Risk- Market Risk, Interest Rate Risk and Purchasing Power Risk ; Unsystematic Risk- Business Risk and Financial Risk Minimising Risk Exposure and Risk Measurement- Standard Deviation, Beta. Holding Period return, average Return, Expected return, Multiyear holding period,

Module III (9 hours) Fundamental Analysis; Economic Analysis, Industry Analysis and Company Analysis, Technical Analysis, Dow Theory, Bull and Bear, Support and Resistance, Technical and mathematical Indicators, Technical and Fundamental Analysis

Module IV (9 hours) Portfolio construction: Introduction, Approaches, Concept of diversification, Portfolio risk and return Markowitz Model, Efficient Frontier, Sharpe Single Index Model, Optimal Portfolio, Module V (9 hours)

Portfolio Evaluation: Introduction, Mutual fund, NAV, Calculation of Mutual Fund Return, Performance Evaluation- Sharpe’s ratio, Trenyor’s Ratio, and Jensen’s Measures

Portfolio Revision; Introduction, Concept of Active and Passive Investor, The Formula Plan, Method of Portfolio Revision- Constant rupee value plan, constant ratio plan and Dollar cost averaging. References:

Preeti Singh, Investment Management (SAPM), Himalaya Publishing House Pandian P: Security Analysis and Portfolio Management, Vikas Publishing House Kevin. S: Security Analysis and Portfolio Management, PHI Learning Private Limited Singh. P: Security Analysis and Portfolio Management, Himalaya Publishing House Chandra. P: Security Analysis and Portfolio Management, Tata McGraw-Hill

BBA: SYB-28


Discipline Specific Elective Course D502B: Advertising and Brand Management (6 Credit)


Objective: To equip the students with the nature, purpose & complex constructions in the planning and execution of a successful advertising program. The course will expose student to issues in brand management, faced by firms operating in competitive markets. Course Contents:

Module I (9 hours) Advertising need & importance: Definition & growth of modern advertising, advertising & the marketing mix, types & classification of advertisement, Social & economic aspects of advertising; marketing communication models: AIDA, hierarchy of effect, innovation adoption model, action first model, quick decision model. Module II (11 hours)

How advertising works: Exposure, salience, familiarity, low involvement, central route & peripheral route & cognitive learning; Positioning strategies; Creating copy strategies: Rational & emotional approaches, selection of an endorser, creative strategy & style- brand image, execution, USP, common touch & entertainment, message design strategy, format & formulae for presentation of appeals (slice of life, testimonials, etc.), different types of copy; Art & layout of an advertisement: Principles of design, layout stages, difference in designing of television, audio & print advertisement Module III (12 hours)

Media planning & scheduling: Introduction to broadcast & non -broadcast media; Budgeting decision rule: percentage of sales method, objective to task method, competitive parity, & all you can afford; Key factors influencing media planning; Media decisions: media class, media vehicle & media option; Scheduling: flighting, pulsing, & continuous.

Management of sales promotion: Importance & need for sales promotion, different types of consumer schemes and other methods of promotion.

Module IV (8 hours) Introduction to brands and brand management, concept of a brand, brand evolution, branding challenges and opportunities, Strategic brand management process; Brand building, brand positioning and values brand repositioning.

Module V (5 hours) Designing and implementing brand strategies; Brand extension. Brand hierarchy Kapfrer. Brand equity, brand personality, brand image, managing brands overtime. Integrating advertising and brand management.

Note: Applied cases would be taken up in class. References:

Aaker, Myers & Batra: Advertising Management, Prentice Hall. Wells, Moriarity & Burnett: Advertising Principles & practices, Prentice Hall. Jethwaney and Jain: Advertising Management, Oxford Publishers, New Delhi. Chunnawala, Advertising, Himalaya Publishing House, New Delhi

BBA: SYB-29


Skill Enhancement Course SE504: Mutual Fund- A Beginner’s Module (NSE) (2 Credits)

Full marks: 50 (End Term evaluation)

Objective: To make students understand basic concept of Mutual Fund and its function as a mode of investment.

Course Contents:

Module I (10 hours)

Mutual Fund: Concept, structure in India, AMC, NFO, Rights and obligations of investors. Mutual Product & Features: Equity Funds- Open ended fund, close ended fund, Index fund, diversified large cap funds, Midcap funds, sectoral funds, other equity funds. NAV, Expense ratio, Portfolio turnover, Exit load


Gold ETFs: Introduction, features, NFO. Debt Funds: Features, interest rate risk, default risk, Debt instrument pricing, Yield to Maturity (YTM), Interest rate and bond price. Debt mutual fund schemes. Liquid funds: Salient features, portfolio churning and floating rate schemes.


Taxation: Capital gains taxation, Indexation benefit, FMPs. Regulations: Overview, industry associated with mutual fund, objectives of AMFI, Advantages of mutual funds, Systematic Investment Plan (SIP), Systematic Transfer Plan (STP) and Systematic Withdrawal Plan (SWP). Growth option, Dividend Payout ratio & Dividend Reinvestment option.

References:

1. Mutual Fund: A Beginner’s Module, NCFM Module. 2. M.Y.Khan: Financial Services, Tata McGraw –Hill

BBA: SYB-30

BBA (Hons.) SEMESTER VI

Core Course C613: Business Policy and Strategy (6 Credit)

Full marks: 100 (Mid Term-20 + End Term-80) Objective: To equip students with the necessary inside into designing strategies for an organisation and linking the organisations strategies with the changing environment. The course will focus on Indian cases, approaches and experiences.

Course Contents:

Module I (10 hours)

Nature & importance of business policy & strategy: Introduction to the strategic management process; Characteristics of corporate, business & functional level strategic management decisions. Company’s vision and mission: need for a mission statement, criteria for evaluating a mission statement, Process & Input formulation of the mission statement formulation of mission statement, Objectives, Goals.


Environmental Analysis: Analysis of company’s external environment, Environmental impact on organisations policy and strategy, organisations dependence on the environment, analysis of remote environment, analysis of specific environment- Michael E. Porter’s 5 Forces model; Internal analysis: Importance of organisation’s capabilities, competitive advantage and core competence, Michael E. Porter’s Value Chain Analysis.


Formulation of competitive strategies: Michael E. Porter’s generic competitive strategies. Formulating Corporate Strategies: Introduction to strategies of growth, stability and renewal, types of growth strategies – concentrated growth, integration, diversification, retrenchment strategies. Strategic fundamentals of merger & acquisitions.

Module IV (8 hours)

Strategic Framework: Strategic analysis & choice, Strategic gap analyses, portfolio analyses – BCG, GE, product market evolution matrix, experience curve, directional policy matrix, life cycle portfolio matrix, grand strategy selection matrix, Balanced Score Card

Module V (8 hours)

Implementing & operationalizing strategic choice, Culture and Strategic Leadership, Behavioural considerations affecting choice of strategy, Impact of structure, culture & leadership, Introduction to Strategic control & evaluation, Strategic surveillance.

References:

P. Subba Rao: Business Policy and Strategic Management, Himalaya Publishing House. Fransis.C, Business Policy and Strategic Management, Himalaya Publishing House Thomas L. Wheelen, J. David Hunger, Strategic Management & Business Policy, Pearson

Education. J.A. Pearce & R.B. Robinson : Strategic Management formulation implementation and

control, Tata McGraw-Hill Arthur A. Thompson Jr. and A.J. Strickland: Strategic Management –Concepts and Cases,

McGraw-Hill Companies.

BBA: SYB-31

BBA (Hons.) SEMESTER VI

Core Course C614: Financial Institutions and Markets (6 Credit)

Full marks: 100 (Mid Term-20 + End Term-80) Objective: The objective of this paper is to introduce to students the different aspects and components of financial Institutions and financial markets. This will enable them to take the rational decision in financial environment. Course Contents: Module I (10 hours) Structure of Financial system, overview of Indian financial system. Context, need and Objectives of financial system. Major recent reforms in Indian Financial System, components of financial system. Regulatory bodies- RBI: role and functions, SEBI: role and Functions, IRDA: role and functions. Structure of Indian Banking system, Role and functions of a bank. FIs and NBFCS: role and functions Module II (12 hours) Financial market: Concept, role and functions. Indian Financial Market. Linkage between financial market and economy. Types of Financial market. Money market and capital market. Factors affecting financial market. Global financial market vs Indian Financial market. Primary market- Initial Public Offering, Public Issue through prospectus, Rights issue, Pre-emptive right and private placement. Book building process. Indian Debt market- structure, role and function. Module III (8 hours) Secondary market, Introduction to stock exchange, Regional and national stock exchanges, Global stock exchanges, functions of a stock exchange. Comparison between NSE and BSE. Index concept, sensex and nifty, demutualization. Bull market, bear market. Factors affecting stock market. Major instruments traded in stock exchange- equity, debentures. Trading in stock exchange, Dematerialization of securities. Concept of margin. Myths attached to stock market investment. Module IV (7 hours) Money market, Structure of Indian money market, its role and functions. Participants in money market. Regulatory body of money market and its role. Different money market instruments- Treasury bill, commercial paper, bill of exchange, call money and certificate of deposit. Repo rate and reverse repo rate. Role of STCI and DFHI in money market, Debt Market: Introduction and meaning, Market for Government/Debt Securities in India, Module V (8hours) Financial derivatives- concept and types. Forward contract- concept and features, Future contract- concept and features. Option contract- Call option and put option, option premium, features of option contract. Swap contract- interest rate swap and features, currency swap and features. Mutual fund- concept, various mutual fund schemes. SEBI guidelines for mutual fund industry in India. Insurance- concept, types- Marine insurance, fire insurance, liability insurance, life insurance. Comparison between life vs non life insurance. References:

Saunders, Anthony & Cornett, Marcia Millon: Financial Markets and Institutions Shahani, Rakesh: Financial Markets in India: A Research Initiative, Anamica Publications Goel, Sandeep:Financial services, PHI Gurusamy, S.:Financial Services,Tata McGraw-Hill Gordon & Natrajan, Financial Market Institution, Himalaya Publishing House

BBA: SYB-32

BBA (Hons) SEMESTER VI

Discipline Specific Elective Course D603A: Working Capital Management and Finance (6 Credit)


Objective: To make students understand the concept of working capital, its management, financing and in-depth study on various components of working capital.

Course Contents:

Module I (9hours)

Working capital: concept, Operating and cash conversion cycle, Classification- permanent and variable working capital, Determinants of working capital- nature of business, size of business, credit policy, rate of turnover, market and demand condition, change in price level, dividend policy, operating efficiency, seasonal impact, and production policy. Estimation of working capital- current asset holding period, ratio of sales, ratio of fixed investment.

Module II (10hours)

Inventory- meaning of inventory, nature, motives for holding inventory, objective of inventory management. Inventory management- various techniques ( EOQ, Re-ordering point). Deciding optimal level of inventory. Investment in inventory, Inventory monitoring and control- ABC analysis, JIT, Computerized inventory control..

Module III (10hours)

Receivable- Meaning, concept and features. Credit sale- reasons and costs associated with receivables- cost of financing, cost of collection and bad debt. Meaning and importance of trade receivable. Impact of credit policy. Factoring- concept, features, process of factoring, advantages and disadvantages.

Module IV (9hours)

Motives for holding cash, cash flow process and its relevance. Principles of cash management. Collection and disbursements management. Cash management process- acceleration of cash inflow and slow down of cash outflow. Cash forecasting. Cash budget, Cash vs Marketable securities.

Module V (7 hours)

Financing working capital- Hedging approach, conservative approach and aggressive approach. Sources of finance

References:

P. Pariswami: Working Capital Management, Himalaya Publishing House H. Bhattachacharya: Working Capital Management Strategy and Techniques, PHI V. K Bhalla: Working Capital Management, S.Chand Publication Rustagi. R.P: Working Capital Management, TaxMan

BBA: SYB-33


Discipline Specific Elective Course D603B: Marketing of Services (6 Credit)


Objective: The course is designed to equip students with the knowledge of marketing of all types of services.

Course Contents:

Module I (8 hours)

The emergence of service economy: contributory factors, economic transformation unique aspects of services: goods, services, products, services Vs goods, managerial challenges

Module II (9 hours)

Marketing mix: concept of value and value drivers, extended framework of Service, marketing system: production, marketing, human resources.


Service system: service delivery process, blueprinting Service buying behaviour; difference in perspective, decision process.

Module IV(9 hours)

Service marketing strategy; segmentation, targeting and positioning, market innovation Competitive differentiation; competitive advantage and value chain analysis

Module V(11 hours)

Service quality; concept, technical and functional quality, Service quality models, Demand and supply imbalances management; challenges and strategies; recovery and empowerment; Relationship building: relationship marketing, bonding and life time value, Service industries: insurance, banking, air transportation, courier, etc.

Note: Applied cases would be taken up in class.

References:

Payne A: The Essence of Services Marketing, Pearson Education. Zeithmal V.A, Gremler D.D,Bitner M.J and Pandit A: Services Marketing, Tata McGraw

Hill. Lovelock C.,Wirtz J: Services Marketing, Pearson. Shanker, R: Services Marketing: The Indian perspective, Excel Books. Karunakarn. K, Service Marketing HPH

BBA: SYB-34


Discipline Specific Elective Course

D604: Project (6 Credit)

Full marks: 100 (End Semester Evaluation)

Documents

Scheme of UG Course BBA Under Choice Based Credit System ... · hypothesis Normal Z test & t test for single mean. Non parametric statistics for hypothesis testing (Chi square, Run