Course Curriculum

for

Bachelor of Business
Administration (BBA)
(Faculty of Commerce)

BBA Semester I, II (2023-24)

MAHARAJA GANGA SINGH UNIVERSITY

BIKANER - RAJASTHAN
 Admission to BBA
Admission to BBA shall be based on merit (or some appropriate criteria decided by the
University). The merit will be based on marks obtained in class 12 (10+2 Pattern) or some other
criteria as laid down by the University from time to time. Each candidate must have at least 45%
marks at the level of qualifying examination (in the case of SC, ST and OBC-Non Creamy this limit
shall be pass marks).

Program Outcomes (POs)

On successfully completing the program the student will be able to:

1. Demonstrate the knowledge of Management science to solve complex corporate problems

using limited resources.
2. Review literature, define and analyze management research problems.
3. Identify business opportunities, design and implement innovations in workspace.
4. Apply reasoning informed by the contextual knowledge to assess societal, health, safety,
legal, and cultural issues and the consequent responsibilities relevant to management
practice.
5. Function effectively as an individual, and as a member or leader in diverse teams, and in
multidisciplinary settings.

Program Specific Outcomes (PSOs):

1. To impart knowledge of the fundamentals of Management theory and its application in
problem solving.
2. Select and apply appropriate tools for decision making required for solving complex
managerial problems.
3. To develop capabilities in students to independently conduct theoretical as well as applied
research.
4. To develop sound knowledge of the entrepreneurial process and inculcate creativity and
innovation among students.
5. To produce industry ready graduates having highest regard for Personal and Institutional
Integrity, Social Responsibility, Teamwork and Continuous Learning.

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 Program Structure:

Bachelor of Business Administration (BBA) Program is a three-year course divided into six-
semesters. For the award of degree, a student will be required to complete the credits as per
the University norms.

Semester Wise Course Details

Semester I
Total Maximum Marks
Paper Code Paper name Code L T P
Credits Internal External Practical Total
BBA4.5AECCT11 General English/Hindi/MIL AECC 2 0 0 2 0 100 0 100
BBA4.5DCCT12 Principles of Management DCC 2 1 0 3 15 60 0 75
BBA4.5DCCT13 Organizational Behavior DCC 2 1 0 3 15 60 0 75
BBA4.5DCCT14 Business Accounting DCC 2 1 0 3 15 60 0 75
BBA4.5DCCT15 Business Statistics DCC 2 1 0 3 15 60 0 75
BBA4.5DCCT16 Business Legislations DCC 2 1 0 3 15 60 0 75
BBA4.5DCCT17 Business Environment DCC 2 1 0 3 15 60 0 75
Total 20 90 360 0 450

Semester I
Total Maximum Marks
Paper Code Paper name Code L T P
Credits Internal External Practical Total
BBA4.5AECCT21 Environment Studies AECC 2 0 0 2 0 100 0 100
BBA4.5DCCT22 Business Economics I DCC 2 1 0 3 15 60 0 75
BBA4.5DCCT23 Financial Management DCC 2 1 0 3 15 60 0 75
BBA4.5DCCT24 Principles of Marketing - I DCC 2 1 0 3 15 60 0 75
BBA4.5DCCT25 Business Communication DCC 2 1 0 3 15 60 0 75
Production and
BBA4.5DCCT26 DCC 2 1 0 3 15 60 0 75
Operations Management
BBA4.5DCCT27 Research Methodology DCC 2 1 0 3 15 60 0 75
Total 20 90 360 0 450

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 Testing and Evaluation
There will be Internal Assessment for 15 marks and Final Semester-End Examination (External)
will be for 60 marks in each course/paper.
Evaluation

Internal Assessment: 15 Marks

a. Midterm Examination: 2 Exams of 10 Marks each to be conducted by the Institution. Best
marks obtained in any of the two, be counted for each course.
b. Students’ Participation in curricular, extra-curricular activities, class participation,
attendance etc. shall account for 05 Marks.

External Assessment: 60 Marks

Semester End Examination Paper Pattern

There shall be three Sections:

Section A: Shall contain 10 questions of 1 marks each. All questions will be compulsory.
Minimum Two questions must be set from each Module/ Unit. Answer should
not exceed 50 words.
Section B: Shall contain 5 questions (two questions from each Module/Unit with internal
choice). Each Question shall be of 4 marks. The candidate is required to answer
all 5 questions. The answers should not exceed 200 words.
Section C: Shall contain 5 Case Studies and / or Questions, one from each Module/Unit.
Each Case Study or Question shall be of 10 marks. The candidate is required to
answer any three from different Module/Units. The answers should not exceed
500 words.

Unless specifically mentioned for a particular course, the above Scheme of Internal and External
Evaluation shall remain constant.
Courses BBA4.5AECCT11 and BBA4.5AECCT21 are mandatory for all. The Course wise content
for these courses shall remain common for all students of Undergraduate Programmes. There
will be an External Examination of 100 Marks for these courses. Credits earned for passing these
courses will not be counted for calculation of SGPA / CGPA.
The duration of External examination shall be 3 hours.
On the basis of total marks (Internal and External) obtained, the student shall be awarded SGPA
and CGPA under the formula specified for CBCS.

Course Delivery
Use of Smart Boards / LCD projectors is expected during Lecture delivery. Regular Seminars,
Assignment, Projects / Mini Projects and Tutorials to be conducted / assigned. Simulations to be
organized and Guest Lectures from Corporates and Industrial Visits must be arranged to fill the
Gaps in Course Contents. Self- learning such as use of NPTEL, SWAYAM etc. and use of Open-
Source Software should be encouraged.

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 Course Wise Content for BBA Programme

Semester I: Ability Enhancement Compulsory Course

BBA4.5AECCT11: General English / Hindi / MIL

Common Curriculum for all Under Graduate Students

5
 Semester I: Discipline Centric Courses
BBA4.5DCCT12: Principles of Management
Objectives: To understand the basic principles of Management; used to manage an enterprise.
To have an insight into the evolution of management theory and familiarity with different
schools of management thoughts. To appreciate the six major functions of Management i.e.
Planning, Organizing, Staffing, Leading, Directing and Controlling. To explain the concept and
nature of Management. To understand the significance of management, along with the various
levels of Management and the skills required at each level.
Course Outcomes:
The successful completion of this course shall enable the learner:
To apply the basic knowledge of subject area. To analyze the concept of management and its
functions. To apply management skills required at each level. To apply various leadership role in
the community. To demonstrate the Intellectual curiosity to see the world around.
Contents
Module – I Introduction to Management
Definition, Nature, Managerial Roles, Managerial skills and Levels, Basic Functions of
Management, Evolution of Management Thoughts and Trends and Challenges of Management
in Global Scenario.
Module – II Planning
Definition, Nature, Importance, Types of Planning, Steps in Planning, Planning Premises
Forecasting and decision making.
Module – III Organizing
Concept, Definition, Formal and Informal Organization, Organizational Structure:- Types and
significance (Functional Organization, Product/ Market Organization and Matrix Structure), Span
of Management, Delegation of authority.

Module – IV Staffing
Staffing: Concept; Overview of - Manpower Planning, Job Design, Recruitment and Selection,
Training & Development, Performance Appraisal.
Module – V Controlling and Directing
Meaning and Need of Control, Controlling Process, Types of Control Techniques.
Directing: Concept, Direction and Supervision.

Readings:
 Ramaswamy, I. (2011). Principles of Business Management, (8th Ed.), Himalaya
Publishing House, New Delhi.
 Koontz, H, & Weihrich, H (2016). Essentials of Management: An International
Perspective (8th ed.), Tata McGraw Hills, New Delhi.
 Ghuman, K & Aswathapa, K, (2017). Management concepts and Cases (10th ed.), Tata
McGraw Hills, New Delhi.
 Telsan, M.T. (2016). Industrial and Business Management, (4th ed.), S. Chand, New
Delhi.

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 BBA4.5DCCT13: Organizational Behaviour
Objectives: To develop theoretical and practical understanding of different components of
individual and group behavior in organizational setting. To understand and enhance the
attitude, behaviour, perception and leadership style. To understand the concepts of individual
differentiators like Personality, Attitude and perception. To understand the concepts of conflict
and conflict management. To describe leadership quality and its importance.
Course Outcomes:
The successful completion of this course shall enable the learner:
To understand the theoretical development of organizational behaviour and its importance in
managing people at the work place. To understand the foundation of group dynamics and the
nature of conflict and its management. To distinguish between manager, boss and a leader and
learn the theories of leadership. To understand different types of organizational structures,
organizational climate and to know the importance of organizational culture apart from learning
how to deal with change and stress.
Contents
Module – I Focus and Purpose
Definition, need and importance – Nature and scope – Frame work. Organizational behavior
models, Organizational Theory, Organizational behavior modification. Misbehavior –Types.
Hawthorne studies and human relations. Motivation: Concept and basic theories.
Module – II Individual Behavior
Personality – Types – Factors influencing personality – Theories. Learning – Types of learners –
The learning process – Learning theories. Attitudes – Characteristics – Formation –
Measurement- Values. Perceptions – Importance – Factors influencing perception.
Module – III Group Behavior
Organization structure – Formation – Groups in organizations – Influence – Group dynamics –
Interpersonal Communication. Team building - Interpersonal relations – Group decision making
techniques. Meaning of conflict and its types, Conflict Redressal process.
Module – IV Leadership and Power
Leadership – Meaning, importance, traits, styles and Theories. Leaders Vs Managers. Sources of
power – Power centers – Power and Politics. Motivation at work – importance, need, types and
its effects on work behavior. Motivation Theories: Maslow’s, Herzberg, etc.
Module – V Dynamics of Organizational Behavior
Organizational culture and climate – Factors affecting organizational climate – Importance.
Organizational change – Importance – Stability Vs Change – Proactive Vs Reaction change – the
change process – Resistance to change – Managing change. Stress – Work Stressors –
Prevention and Management of stress – Balancing work and Life.
Readings:
 Greenberg, Baron (2010). Behaviour in Organisations: Understanding and Managing the
Human Side of work. Pearson
 Luthans, Fred. Organizational Behaviour, McGraw-Hill, Indian Edition. 12th Ed.
 Pareek, U. & Khanna, S. Understanding Organizational Behaviour. Oxford University.
 Robbins, Stephen P., TA Judge & Neharika Vohra (2013). Organisational Behaviour,
Pearson.

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 BBA4.5DCCT14: Business Accounting
Objectives:
To understand the concept and role of accounting in financial reporting in modern economy. To
develop the understanding of basic accounting concepts and techniques of and accounting
system. Principles and procedures underlying the accounting process. To provide an
understanding, importance of accounting; preparation of final accounts for profit making
organization. To understand the preparation of accounting for non-profit organization. To
provide the knowledge of bills of exchange transaction and bank reconciliation statement.
Course Outcomes:
The successful completion of this course shall enable the learner:
Demonstrate the role of accounting in business in economic world. Explain the principles of
accounting and book keeping. Apply accounting rules in determining financial results and
preparation of financial statement. Develop and practice the maintenance of accounting books
for non-profit making organization. Determine the processes of billing in business and banking
transaction
Contents
Module – I Accounting
Basics of Accounting, Accounting Mechanics (Double Entry System, Classification, Golden Rules,
Concepts and Conventions.)Journal: Meaning, Advantages, Ledger meaning, Posting and
Balancing, Trial Balance Objectives, defects, locating errors and preparations of Trial Balance,
Subdivision of journal- daybook.

Module – II Trading Account, Profit and Loss Account, Balance sheet, Closing entries, Assets and
their Classification, Liabilities and their Classification, Uses and Limitations of Balance sheet.
Module – III
Capital and Revenue Expenditure and Receipts:
Rules for Determining Capital Expenditure and Revenue Expenditure, Deferred Revenue
Expenditure, Capital and Revenue Receipts, Capital and Revenue Profit and Loss.

Module – IV
Accounting for Non-Profit Organization: Accounting Procedures, Receipts and Payments
Accounts, Distinction between Receipts and Payments Accounts, Income and Expenditure
Account problems.

Module – V
Parties to a Bills of Exchange, Types, Promissory Notes, Distinction between Promissory Notes
and Bills of Exchange, Dishonor of Bills, preparation of Bank Reconciliation.
Readings:
 Hanif and Mukherjee (2003), Modern Accountancy Volume 1, Tata McGraw Hill
Publishing Company Limited, New Delhi, 2nd Edition.
 Grewal, T.S (2003) Introduction to Accountancy: S. Chand& Company Ltd.
 Tulsian P.C ,Financial Accounting, Pearson, Sixteenth impression,2015
 Robert. N. Anthony, David F Hawkins ,Kenneth A Merchant(2004) ,Accounting Text and
Cases, Tata Mc Graw Hill Publishing Company Ltd. ,New Delhi, 11th Edition
 Frank Wood & Alan Sanger (2008), Business Accounting, Pearson Education Ltd.,11th
Edition

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 BBA4.5DCCT15: Business Statistics
Objectives:
To understand the importance of data and how to collect, organize and summarize data. To
explain the merits and limitations of different statistical techniques. To impart the knowledge of
interpreting the result of data analysis. To enable the students in terms of understanding the
statistical aspects related to business thereby enhancing their skills in this regard.
Course Outcomes:
The successful completion of this course shall enable the learner:
Appraise the need for data analysis. Formulate the statistical problem and solve it. Interpret the
results of statistical analysis for improved managerial decision making. Design and describe
problems of inferential statistics. Apply analytical skills in both private and public business
organizations in the country.
Contents
Module – I
Definition, Functions, scope, Importance, Limitations and distrust of Statistics. Data Collection
and Analysis. Types of data, Methods of data collection, classification of data. Diagrammatic and
Graphic Presentation of Data, Graphs of Frequency Distribution. Numerical exercises.
Module – II
Need, Meaning and Definition of measuring central tendency of data; Arithmetic Mean,
Geometric Mean, Harmonic Mean, Median, and Mode: their properties, merits and demerits.
Comparative study of different Averages. Numerical Exercises.
Module – III
Need for measuring dispersion of data; Range, Mean, Absolute Deviation, Quartile Deviation,
Standard deviation, Coefficient of Variation: Properties, merits and demerits. Numerical
exercises.
Module – IV
Correlation Analysis (for ungrouped data): Need, types and methods of studying Correlation:
Scatter Diagram, Karl Pearson’s coefficient of correlation, Spearman’s Rank Correlation.
Numerical exercises.
Module – V
Regression Analysis (for ungrouped data): Method of least squares. Need for studying regression
analysis, Two regression equations, Regression co-efficient and its properties. Numerical
exercises.

Note: The treatment of the subject matter is to be application oriented in the field of
management. The proof of theorems and derivations of formulae is not required.
Readings:
 Aczel, A. D., Sounder pandian, J. Saavanan, P. & Joshi, R. (2012). Complete Business
Statistics. McGraw Hill Education (India) Pvt. Ltd.: New Delhi.
 Anderson, D. R., Sweeney, D. J., Williams, T. A., Camm, J. D. and Cochran, J. J. (2014)
Statistics for Business & Economics, CENGAGE Learning Custom Publishing.
 Black, K. (2012). Applied Business Statistics, 7ed. Wiley
 Levin, R. I. & Rubin, D. S. (1997). Statistics for Management, Prentice-Hall of India.

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 BBA4.5DCCT16: Business Legislations
Objectives:
To understand the role and importance of Indian Contract Act, 1872 and its implications. To
understand laws of sales of goods and legal rights associated with purchasing of goods. To clarify
the laws of partnership and its various kinds. To be familiarized with the Laws of negotiable
instrument and its legal issues. To explain the concept of a company and distinguish among
various types of companies.
Course Outcomes:
The successful completion of this course shall enable the learner:
To appraise the needs of better understanding about the need of Indian Contract Act, 1872 and
its legal implications. To apply and practice the law of sales of goods in commercial business. To
formulate a clear idea and expert view about law of partnership and legal aspects associated
with it. To apply the ideas related to laws of negotiable instrument and its related fields in
commercial businesses. To evaluate and analyze types formation and dissolution of companies
and to relate various aspects of insurance, conciliation and arbitration etc.
Contents
Module – I The Indian Contact Act, 1872
Definition of contract and essential elements of contract, kinds of contract, performance of
contract, discharge of contract, breach of contract, remedies for breach of contract.
Module – II
Law of sales of goods – definition of contract of sales, essentials of contract of sale, sale and
agreement to sell and its distinction, kinds of goods, conditions and warranties and its
distinction, Effect of perishing of Goods, modes of delivery, definition of unpaid seller, Rights of
an unpaid seller.
Module – III
Law of partnership – Definition of partnership, essential elements of partnership, rights and
duties of a partner, procedure for registration of a firm, effect of notice to acting partner, modes
of dissolution of a firm, definition between partnership and co- ownership, distinction between
partnership and company.
Module – IV Law of Negotiable Instruments
Definition and characteristics of negotiable instrument, definition of Promissory Note, Bill of
exchange and cheque and their differences, Holder in due course, Modes of Negotiation,
Maturity of Negotiable Instrument, Dishonor of a negotiable instrument.
Module – V
Definition of company, kinds of companies, formation of a company, winding and dissolution of
companies, definition of insurance company, IRDA Act 1999, Idea and Constitution of IRDA
Fund, Conciliation and Arbitration Proceeding, Arbitral Tribunal
Readings:
 Bare Acts
 Elements of Mercantile Law. N.D. Kapoor, Sultan Chand & Sons
 Business Law. N.D. Kapoor, Sultan Chand & Sons
 Legal Aspects of Business. Akhileshwar Pathak, Tata McGraw Hill
 Kuchchal M.C, Mercantile Law, Vikas Publishing House (P) Ltd.
 Pathak Akhileshwar, Legal Aspects of Business, Tata McGraw Hill Pub. Company Ltd.
 Sheth Tejpal, Business Law, Pearson Education

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 BBA4.5DCCT17: Business Environment
Objectives: This course aims to familiarize participants with business environment and evaluate
its various components in business decision making. It will provide an analysis and examination
of significant contemporary issues and challenges existing throughout business environment
arena. Emphasis will be placed upon social and environmental responsibilities to a wide variety
of stakeholders, including employees, customers and the public.
Course Outcomes:
The successful completion of this course shall enable the learner:
To comprehend the nature of business environment and its components. To demonstrate and
develop conceptual framework of business environment and outline how an entity operates in a
business environment. To understand and analyze various political, technological, socio-cultural
and economic environmental factors affecting business.
Contents
Module – I Overview of Business Environment
Business Environment – Meaning – Characteristics – Scope - Macro and Micro Dimensions of
Business Environment - Environmental Analysis.

Module – II
Nature of Economic Environment. Economic factors-growth strategy, basic economic system,
economic planning.
Structure of Economy – Economic Policies & Planning the Economic Condition – NITI Ayog –
National Development Council – Five Year Plans.

Module – III Economic Policies

Economic Reforms and New Economic Policy – New Industrial Policy – Competition Law – Fiscal
Policy – Objectives and Limitations – Monetary Policy and RBI

Module – IV Social, Political and Legal Environment

Concept of Social Responsibility of Business towards Stakeholders. Demonetization, GST and
their Impact - Political Stability - Legal Changes.

Module – V Global Environment

Globalization – Meaning – Role of WTO – WTO Functions - IBRD– Trade Blocks, BRICS, SAARC,
ASEAN in Globalization.

Readings:
 Sinha, V.C, and Sinha Ritika, Business Environment, Sahitya Bhawan Publishers &
Distributors, Agra
 Cherunilam, Francis Business Environment, Himalaya Publishing House, New Delhi
 Aswathappa, K. Essentials of Business Environment Himalaya Publishing House, New
Delhi
 S.K. Mishra, V.K. Puri, Economic Environment of Business, HPH
 Rosy Joshi and Sangam, Kapoor Business Environment, Kalyanai Publications.
 A C Fernando, Business Environment, Pearson.

11
Semester II: Ability Enhancement Compulsory Course
BBA4.5AECCT21: Environment Studies

Common Curriculum for all Under Graduate Students

12
 Semester II: Discipline Centric Courses
BBA4.5DCCT22: Business Economics I
Objectives:
The objective of this course is to provide the students with a basic understanding of the
principles of microeconomics. At its core, the study of economics deals with the choices and
decisions that have to be made in order to manage scarce resources available to the world. This
course pertains to decisions made at the individual level, i.e., by individual consumers or
individual firms after evaluating resources, costs, and tradeoffs. Students will also understand
the different kinds of markets and how they function.
Course Outcomes:
The successful completion of this course shall enable the learner:
To understand how and why the above mentioned decisions are made and how they affect one
another in the economy. To have a strong grasp on the major issues of microeconomics
including consumer and producer behaviour, the nature of supply and demand and the Cost and
Revenue. To understand basic microeconomic terminology and applying it to current
microeconomic events.
Contents
Module – I Introduction
Importance and Scope of Economics. Micro and Macro Analysis. Approaches to Economic
Analysis. Partial Equilibrium vs. General Equilibrium, Comparative Static and Dynamic analysis,
Positive and Normative Approaches.
Module – II Theory of Consumer Behavior
Utility Analysis: Cardinal Utility Theory, Law of Diminishing Marginal Utility, Law of Equi Marginal
Utility, Consumer Equilibrium. Ordinal Utility Theory: Indifference Curve Analysis, Consumer’s
Equilibrium. Price, Income and Substitution Effects. Types of Goods: Normal, Inferior and Giffen
Goods. Derivation of Individual Demand Curve and Market Demand Curve with the help of
Indifference Curve.
Module – III Supply and Demand Analysis:
Law of Demand, Movements and Shifts in Demand Curve. Elasticity of Demand, Price, Income
and Cross Elasticity. Degree of Elasticity. Methods of Measuring Elasticity are of Demand: Point,
Arc and Outlay Methods. Law of Supply, Movement and Shifts in Supply Curves. Elasticity of
Supply, Determinants of Supply. Derivation of Supply curve.
Module – IV Perfect Competition and Monopoly
Classification of Market. Perfect Competition, Short Run and Long Run Analysis. Equilibrium of
the Firm and Industry. Monopoly Features, Equilibrium. Discriminatory Pricing. Differences
between Perfect Competition and Monopoly.
Module – V Monopolistic Competition and Oligopoly Markets
Monopolistic Competition. Product Differentiation, Selling Costs. Oligopoly: Homogeneous and
Heterogeneous Oligopoly, Price Rigidity in Oligopoly. Kinky Demand Curve.
Readings:
 Mote V L. & Gupta G. S. Managerial Economics. Tata Mc Graw Hill, New Delhi.
 Varshney R. L. & Maheshwari K. L.: Managerial Economics, S Chand & Sons, New Delhi.
 Dominick Salvatore. Micro Economics Theory and Application. 4th Ed. New Delhi: Oxford
University Press.
 Koutsyiannis, A. Modern Microeconomics. Macmillan Press Ltd.

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 BBA4.5DCCT23: Financial Management
Objectives:
To provide the basic concepts and understanding of financial management. To understand
financial statement analysis through the different analysis tool. To state and explain the
concepts and types of working capital. To give the concept of time value of money and
application in decision making process. To explain the meaning of capital structure and
capitalization theory and management of earnings.
Course Outcomes:
The successful completion of this course shall enable the learner:
Appraise the area of financial management and its scope. Analyze how funds are determined
and explain the different techniques of financial statement analysis. Calculate and solve the
required fund of working capital. Illustrate the time value of money concept and can apply in
decision making process. Handle the problems related to finance and solve the problem of
management.
Contents
Module – I
Nature of Financial Management: Scope of Finance & Financial Management, Finance Functions,
Financial Manager’s Role, Objective of Financial Management, Organization Chart of Finance
Department.
Module – II
Analysis of Financial Statements: Significance of their Preparation, Fund Flow Statement and
Cash Flow Statement, Ratio Analysis (purpose of preparation, types of ratios and their
implications for business, simple numerical exercises)
Module – III
Working Capital Management: Concept of Working Capital, Characteristics of Current Assets,
Factors Influencing Working Capital Requirements, Level of Current Assets (Permanent &
Variable Working Capital), Financing of Current Assets, Operating Cycle/ Cash Conversion Cycle.
Module – IV
Concept of Value & Return and Capital Budgeting Decisions: Future Value & Present Value of
Single Amount, Annuity. Meaning and Importance of Investment Decisions, Types of Investment
Decisions, Techniques for Evaluating Investment Proposals (Discounted Cash Flow Methods-
NPV, PI, IRR; Non-Discounted Cash Flow Methods- Payback Period, ARR)
Module – V
Financing Decisions: Meaning & Importance of Capital Structure, Factors affecting Capital
Structure Capitalization (Meaning, Theories of Capitalization, Over & under Capitalization),
Dividend Policy Decision: Reason for Paying Dividends, Considerations of Dividend Policy,
Stability of Dividends and Forms of Dividends.
Readings:
 Chandra, P Financial Management-Theory and Practices, Tata McGraw Hill :New Delhi
 Pandey, I.M. Financial Management, Vikas : New Delhi
 Khan, M.Y. Financial Management, Tata McGraw Hill : New Delhi
 Reddy, G. Sudarsana Financial Management- Principles and Practice, Himalaya
Publishing House
 Van Horne, Financial Management & Policy, Pearson Education, Asia.

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 BBA4.5DCCT24: Principles of Marketing - I
Objectives:
To develop understanding of the conceptual framework of marketing and its environment. To
gain an insight into the concept of market segmentation, targeting and positioning. To develop
understanding towards product mix and branding. To examine the relevance of Pricing and
distribution in product mix. To develop an understanding of the various promotion mix used.
Course Outcomes:
The successful completion of this course shall enable the learner:
To apply the basic concepts of marketing and Marketing environment. Analyze and identify
market segments and explore targeting and positioning. Distinguish the product mix of various
companies and identify the relevance of branding. Enumerate the significance of pricing and
distribution decisions of a firm. Analyze the importance of promotion and identify various
vehicles used in promotion of products.
Contents
Module – I Introduction
Meaning and Concept of Market and Marketing, Core Marketing Concepts, Marketing and
Selling (concepts and differences), Introduction to Marketing Mix, Elements of Company’s
Macro and Micro Environment, Responding to Company’s marketing environment.

Module – II STP
Market Segmentation, Targeting and Positioning: Concept, Needs, bases/ variables for
segmenting consumer market, Attributes of Effective Segmentation, Challenges in
segmentation, Concept of Target Market, Selection of Target Market, Market positioning.

Module – III Product Management

Definition of Product, Classification and Levels of Product, Concept of Product Line, Product Line
Decision, Product Mix , Definition of Brand and Brand Equity, Selection of Brand Name

Module – IV Pricing Decisions and Channel Management

Concept of Price, Factors Influencing Pricing, Methods of Pricing, Concept and Importance of
Distribution Channels, Functions of Marketing Channels, Types of Marketing Intermediaries,
Channel Design Decision, Wholesaling and retailing.

Module – V Marketing Communication

Definition, Concept of Integrated Marketing Communication, and Relevance of Integrated
marketing Concept. Introduction to Elements of Promotion Mix, Advertising, Sales promotion,
Personal selling, Events and Experiences, online marketing, social marketing, mobile marketing,
direct marketing.
Readings:
 Kotler, P. and Armstrong G. Principles of Marketing; Pearson Prentice Hall: New Delhi,
12th edition.
 Ramaswamy, V.S. and Namakumari, S. (2010), Marketing Management; Macmillan:
Publishers India Ltd, 4thedition.
 Keegan W.J (2009) Global Marketing Management; Pearson Prentice Hall: New Delhi,
7thedition.
 Neelamegaham .S. (2006) Marketing in India; Vikas publishing house Pvt. Ltd. 3rdedition
 Stanton, Etzel, Walker, Fundamentals of Marketing, Tata-McGraw Hill, New Delhi.

15
 BBA4.5DCCT25: Business Communication
Objectives:
To develop inter personal skills and create an effective goal-oriented team player within an
individual. To enhance communication and problem-solving skills. To develop professionals with
practical attributes along with moral values. To re-engineer attitude and understand its
influence on behaviour.
Course Outcomes:
The successful completion of this course shall enable the learner:
Explain the significance of Communication skills for a manager. Communicate effectively as a
member of a work group. Design and make effective presentations. To frame appropriate
answers to typical interview questions. Design resume, Job applications and prepare documents
required for effectively communicating with Financial institutions.
Contents
Module – I Self Analysis and Group Presentation
Who am I, Importance of Self Confidence, Self Esteem. Significance of GD, Methodology and
Guidelines. Different skill stet required for GD, Debates.

Module – II Presentation and Specific Purpose Public Speaking

Understanding meeting and conference, purpose and traits of a seminar or presentation,
personality traits enhancement for public speaking (inner and outer traits)
Interviews: Fundamentals of Facing Interviews, tips before going down for an interview, while
waiting for your turn to come, different rounds of interview and Frequently Asked Questions.

Module – III
Business Correspondence: Meaning, Objectives, Importance, Essential qualities of a good
business letter, Parts of business letter, Types of business letters (enquiry and reply, sales,
quotation, order, complaint, recovery letter), 7C’s of effective business correspondence.

Module – IV
Office and Email Correspondence: Notices, agendas and minutes, Memorandums, Circulars,
Office orders, Learn to draft email (importance, structure, procedure, style, jargons and
acronyms, security and precautions)

Module – V
Job Related Correspondence: Preparing bio - data, Covering letter, Profile writing etc.
Correspondence: Answering customer’s enquiries.
Messages: Writing Goodwill Messages, Persuasive Messages and Negative Messages.
Readings:
 Bovee, C. and Thill, J.V., “Business Communication Today”, 11th edition, 2011, Prentice
Hall.
 Francis Soundararaj, “Speaking and Writing for Effective Business Communication”,
2008, Macmillan.
 RK Madhukar, “Business Communication”, 2010, Vikas Publishing House Pvt. Ltd.
 Mallika Nawal, “Business Communication”, 2012, Cengage Learning India.
 Rai, Urmila and S.M. Rai (2000). Business Communication. New Delhi: Himalaya
Publishing House.
 Meenakshi Raman & Prakash Singh, “Business Communication”, 2012, OUP

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 BBA4.5DCCT26: Production and Operations Management
Objectives:
To understand the importance and approach to Production Management. To comprehend
appropriate decision making concepts about facility location and facility layout. To understand
concepts of inventory control etc. To explore the knowledge and understand various concepts of
production planning.
Course Outcomes:
The successful completion of this course shall enable the learner:
Appraise the basics of production management. Design suitable strategy of inventory control by
applying concepts of EOQ and Quantity Discount etc. Forecast production and make facility
layout decisions.
Contents
Module – I
Introduction to Production Management: Introduction; History of Production and Operations
Management; Definitions of Production Management; Production Process; Production: The
Heart of an Organization; Objectives of Production Management; Scope of Production
Management. location and layout.

Module – II
Forecasting: Qualitative and Quantitative Techniques of Forecasting. Aggregate Planning.
Master Production Schedule (MPS); MRP-I and MRP-II. Line balancing.

Module – III
Classification, role of inventory in supply chain, inventory costs, Economic order quantity (EOQ),
Economic batch quantity (EBQ) and Quantity discount model. ABC analysis.

Module – IV
Project Analysis: PERT/CPM: Program Evaluation Research Task (PERT) and Critical Path Method
(CPM): Principles of Network Construction, Time Aspect of Projects, Crashing of a Project to
minimum duration (and not optimal duration) with its cost.

Module – V
Work Study: Work Study as a Science, Work Study and Productivity, Importance of Work Study;
Method Study; Work Measurement: Objectives of Work Measurement, Techniques of Work
Measurement, Time Study, Work Sampling.

Readings:
 Alan Mulemann, John Oakland, Keith Locker, ‘Production and Operations Management’
Macmillan India Ltd.
 S.A. ShunwalIa & Patel, Production and Operations Management, Himalaya Publishing.
 R. Panneerselvan, Production and Operations Management, Prentice Hall of India.
 Gopalakrishna, P. and Sunderasan, M., Materials Management: An Integrated Approach,
PHI: New Delhi.
 Adam, Ebert, Production and Operational Management, PHI (EEE Edition)
 Khandelwal, Gupta, Production and Operations Management, Ajmera Book , Jaipur

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 BBA4.5DCCT27: Research Methodology
Objectives:
To get a thorough grounding in introductory research concepts. To understand the concepts of
Research Design in real world studies. To gain skills in conducting data gathering activities for
research studies through various tools. To get a clear concept of sampling methods in tune with
the primary data requirements of any given study. To gain proficiency in writing up research
reports for respective purposes as an outcome of a study conducted.
Course Outcomes:
The successful completion of this course shall enable the learner:
To Identify the need and importance of Research in context of different situations and
Environments. To designs Pilot Studies and subsequently replicate it for studies on a larger scale.
To prepare questionnaires, interview schedules and implement them for primary data collection
in context of any given study. To decide and implement the most appropriate probability/ non-
probability sampling techniques for a given study. To communicate research findings clearly and
in a user friendly manner through customized tables and other related tools of data.
Contents
Module – I
Meaning, Characteristics and Importance, Types of Research, The Research process (Overview
and Steps), The Research problem (Definition, need, importance, steps, formulation etc.)
Module – II
Meaning, Characteristics and Components of a Good Research Design. Determining research
design: Explorative research – major techniques and their evaluation; Descriptive researches –
case study, survey method and observation method; Causal research – major experimental
designs; Quantitative vs qualitative research.
Module – III
Primary Data (Method – questionnaire development), Secondary Data (Sources and Precautions
in the Use of Secondary Data) Survey Design: Census and survey methods. Designing sample
survey – Defining universe; Determining sampling frame, sampling unit, sampling method and
sample size determination.
Module – IV
Survey errors – sampling vs. non-sampling errors; Types of non-sampling errors and ways to deal
with them. Meaning, Steps and Types (simple, random, stratified random, systematic and
cluster samplings), Survey and Observation Methods.
Module – V
Paramatric and Non Parametric Test: z-test, t-test, ANOVA, Chi Squared test.
Report writing – forms of report – fundamentals of a good report, Footnotes, Bibliography and
Referencing.
Readings:
 Cooper, D. R. & Schindler, P. S. (2003). Business Research Methods. Boston. McGraw-
Hill/Irwin
 J.K. Sachdeva, Business Research Methodology, Himalaya Publishing House, New Delhi
 C. R. Kothari, Research Methodology, Methods & Techniques, New Age International.
 Gupta, Santosh, Research Methodology, Deep and Deep Publications: New Delhi)

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