ChaudharyCharan Singh University, Meerut

Syllabus

[Effective from the Session: 2020-21 onwards]

BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

 ChaudharyCharan Singh University, Meerut
THREE YEARS BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.) PROGRAMME

COURSE CONTENTS
SEMESTER – I Theory INT. Total

BBA-101:Fundamentals of Management 75 25 100

BBA-102:OrganizationalBehavior 75 25 100
BBA-103:Managerial Economics 75 25 100
BBA-104: Accounting and Financial Analysis 75 25 100
BBA-105:Business Law 75 25 100
BBA-106:BusinessOrganization and Ethics 75 25 100
BBA-008: Environmental Studies (Qualifying paper) 100

SEMESTER – II

BBA-201:Quantitative Techniques for Business 75 25 100

BBA-202:Business Communication 75 25 100
BBA-203:Human Resource Management 75 25 100
BBA-204: Marketing Management 75 25 100
BBA-205 :Business Environment 75 25 100
BBA-206: Fundamentals of Computer 75 25 100
BBA-207:Assessments on Soft Skill Based on 100
Presentations/ G.D/ Personality traits

SEMESTER – III

BBA-301:Advertising Management 75 25 100

BBA-302:Team Building & Leadership 75 25 100
BBA-303 Indian Economy 75 25 100
BBA-304:Customer Relationship Management 75 25 100
BBA-305:Management Information System 75 25 100
BBA-306:Income Tax Law & practice 75 25 100

SEMESTER – IV

BBA-401:ConsumerBehavior 75 25 100
BBA-402:Financial Management 75 25 100
BBA-403:Production& Operation Management 75 25 100
BBA-404:Sales& Distribution Management 75 25 100
BBA-405:Research Methodology 75 25 100
BBA-406:Entrepreneurship& Small Business 75 25 100
Mangement
BBA-407:Computer Oriented Practical &Viva- 100
Voce

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SEMESTER – V

BBA-501:Arithmetic Aptitude 75 25 100

BBA-502:Aptitude Reasoning 75 25 100
BBA-503:General Business Awareness 75 25 100
BBA-504:General English 75 25 100
BBA-505:Elective Paper M-1/ F-1 75 25 100
BBA-506:Elective Paper M-2 / F-2 75 25 100
BBA-507:Summer Training Project Report based 100
Viva- Voce
Note: Paper code BBA-501, BBA-502, BBA-503 and BBA-504 will be of multiple-choice objective
type questions.

SEMESTER – VI
BBA-601:Strategic Management & Business Policy 75 25 100
BBA-602:Operation Research 75 25 100
BBA-603:Fundamentals of E Commerce 75 25 100
BBA-604:Economic and Industrial Law 75 25 100
BBA-605:Elective Paper M-3/ F-3 75 25 100
BBA-606:Elective Paper M-4/ F-4 75 25 100
BBA-607: ComprehensiveViva-Voce 100

The Elective papers in the functional specialization will be as follows:

Marketing:

M-1 Rural Marketing

M-2 Service Marketing
M-3 Retail Management
M-4 Digital Marketing

Finance:

F-1 Corporate Taxes-Direct and Indirect Tax

F-2 Financial Institutions & Investment Management
F-3 Cost and Management Accounting
F-4 Company Accounts

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 COURSE CONTENT FOR SEMESTER – I

BBA-101: FUNDAMENTALS OF MANAGEMENT

Unit – I:IntroductionConcepts,Objectives,NatureScopeand Significance of management Evolution of

management thought-Contributionof Taylor, Weber and Fayol management.

Unit – II: Planning: Concept, Objectives, Nature, Limitation, Process of planning,Importance, Forms,
Techniques and Process of decision making.

Unit – III: Organizing: Concept, Objectives, Nature of organizing, Types of Organization, delegation
of authority, Authority and responsibilities, Centralization and Decentralization, Span of control

Unit – IV: Directing: Concept, Principles & Techniques of directing and CoordinationConcept of
leadership-Style. Importance, Styles, Supervision, Motivation, Importance&Theory of Motivation,
Communication.

Unit – V: Controlling: Concept, Principles, Process and Techniques of Controlling,Relationship

between planning and controlling.

Suggested Readings:
1. PagareDinkar; Principles of Management
2. L M Prasad; Principles and Practice of Management
3. Satya Narayan and Raw VSP ; Principles and Practice of Management
4. Srivastava and Chunawalla; Management Principles and Practice

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BBA-102: ORGANISATION BEHAVIOUR

Unit – I: Introduction, nature and scope of OB, Challenges and opportunities for OB, Organization
Goals, Models of OB, Impact of Global and Cultural diversity on OB.

Unit – II: Individual Behavior - Individual behavior, Personality, Perception and its role in
individual decision making, Learning, Motivation, Hierarchy of needs theory, Theory X and Y,
Motivation- Hygiene theory, Vrooms Expectancy theory.

Unit – III: Behavior Dynamics: Interpersonal behavior, Communication, Transaction Analysis,

The Johari Window, Leadership, Its Theories and Prevailing Leadership styles in Indian
Organizations.

Unit – IV: Group Behavior: Definition and classification of Groups, Types of Group Structures,
Group decision making, Teams Vs Groups, Contemporary issues in managing teams, Inter group
problems in organizational group dynamics, Management of conflict.

Unit – V: Management of Change: Change and Organizational development, Resistance to change,

Approaches to managing organizational change, Organizational effectiveness, Organizational
culture, Power and Politics in Organizational Quality of work life, Recent advances in OB.

Suggested Readings:
1. Bennis, W.G.; OrganizationDevelopment
2. Breech Islwar ; Organization -the frame-Work ofManagement
3. Dayal, Keith ; OrganizationalDevelopment
4. Sharma, R.A. ; Organizational Theory and Behavior
5. L.M Prasad ; OrganizationalBehavior

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BBA-103:MANEGERIAL ECONOMICS

Unit – I: Definition, Nature, Scope & Limitation of Economics as an art or Science.Relevance of

Economics in Business Management, Nature and Scope of Managerial Economics, its relationshipwith
other subjects.

Unit – II:Meaning of demand. Demand theory and objectives, Demand analysis.Demand schedule.
Demand Curve, Laws of Demand, Elasticity of Demand Types & Measurement, Supply Analysis,
Demand Forecasting.

Unit – III: Market analysis-Nature of market, Types of markets and their characteristicsPricing under
different market structures-Perfect, Monopoly, oligopoly and Monopolistic completion.

Unit – IV: Pricing methods and Pricing Policies, Price Discrimination, National Income: Concepts and
Measurements.

Unit – V: Economic Growth and Development, Business Cycle, The balance of payments, Inflation.

Suggested Readings:

1.Adhjkari M ; Management Economics

2.Gupta G.S. ; Managerial Economics

3.Lal S.M ; Principles of Economics

4. Vaish&Sunderm ; Principles of Economics

5. Gupta, K.G. ; Managerial Economics

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BBA-104: ACCOUNTING AND FINANCIAL ANALYSIS

Unit – I Overview : Nature, Objectives and Functions of Accounting, Accounting Concepts,

Conventions and Principles, Accounting Equation, International Accounting Principles and
Standards; Matching of Indian Accounting Standards with International Accounting Standards.

Unit – II: Mechanics of Accounting : Double Entry System of Accounting, Journalizing of

Transactions; Preparation of Final Accounts, Profit & Loss Accounts, Profit & Loss
Appropriation Accounts and Balance sheet, Policies related with Depreciation, Inventory and
Intangible assets like copyright, Trademark, Patents and Goodwill.

Unit – III: Analysis of Financial Statement : Ratio Analysis – Solvency Ratios, Profitability
Ratios, Activity Ratios, Liquidity Ratios, Market Capitalization Ratios; Common Size
Statement; Comparative Balance Sheet and Trend Analysis of manufacturing, Service and
Banking Organizations.

Unit – IV: Fund Flow Analysis : Meaning, Concept of Gross and Net Working Capital,
Preparation of Schedule of Changes in Working Capital, Preparation of Fund Flow Statement
and it’s Analysis.

Unit –V: Cash Flow Analysis : Various Cash and Non Cash Transactions, Flow of Cash,
Preparation of Cash Flow Statement and it’s Analysis.

Suggested Readings:

1.Agarwal B.D ; Advanced Accounting

2.Chawla &Jain ; Financial Accounting
3.Chakrawarti K.S ; Advanced Accounts.
4.Gupta R.L. &Radhaswamy ; Fundamentals of Accounting
5.Jain &Narang ; Advanced Accounts
6.Shukla &Grewal ; Advanced Accounts
7. K. G. Gupta : Accounting and Financial Analysis.

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BBA-105: BUSINESS LAW

Unit – I: Indian Contract Act: Offer, Acceptance, Agreement and Contract; Capacity of parties;
Essentials of Contract; Valid Contracts ; Performance of Contracts; Termination of Contract,
Consequence and Remedies for Breach of Contract.

Unit – II: Void Contracts; Contingent Contracts; Quasi Contract; Contract of Indemnity and
Guarantee; Bailment, Lien, Pledge and Agency Contracts.

Unit – III: Sales of Goods Act: Definition, Features, and Formation of Sale Contract; Condition
and Warranty, Transfer of Ownership of Goods; Performance of Sale Contract; Rights of
Unpaid Sellers; Auction Sale.

Unit – IV: Limited liability Partnership: Definition;Incorporation;Eligibility to be

Partner,Relationship of partners,Partners as aagent,Penalty for False statement;winding up

Unit – V: Negotiable Instruments: Definition, Features, Types, Recognition, Crossing And

Endorsement of NIs.

Suggested Readings:

1. N.D. Kapoor ; Elements of Mercantile law (including CompaningLawIndustrial

Law)
2. Gulshan S and Kapoor ; Lectures on Business & Economics Laws
3. Kuchall ; BusinessLaws
4. Mandal C ; Economics and other Legislations
5. Awtar Singh : Principles of Mercantile Law

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BBA-106: BUSINESS ORGANIZATION AND ETHICS

Unit –I : Meaning and definition of business essentials & scope of business Classification of Business
Activities, Meaning, Definition, Characteristics and objectives of Business Organization, Evolution of
Business Organization . Modern Business, Business & Profession.

Unit – II: Business Unit, Establishing a new business unit. Meaning of Promotion.Features for business,
Size of Business Unit, Determinants of Establishment of a new Business Unit.

Unit – III: Forms of Business Organization. Sole Proprietorship, Partnership, Joint Stock Companies &
Co-operatives.

Unit – IV:Business Ethics- An overview-Concept, nature, evolving ethical values, Arguments against
business Ethics. Relationship between Ethics & Corporate excellence – Corporate mission and statement,
Code of Ethics and culture, Indian Ethics.

Unit – V: Business and Society Changing Concepts and Objectives of Business, Professionalization,
Business ethics, Gandhian Philosophy, Organizational Culture, Technological Development and Social
Change, Social Responsibility of Business, Social Audit

Suggested Readings

1. Koltar Philip ; Marketing Management

2. Stanton, Etzel Walker ; Fundamentals of Marketing
3. SaxenaRajan; Marketing Management
4. ChottorjeeS.K.Business Organisation
5. JagdishPrakash Business Organistaton and Management
6. Om Prakash Business Organisation

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 QUALIFYING PAPER

ENVIRONMENTAL STUDIES (CODE-008)

Unit-1: The Multidisciplinary Nature of Environmental Studies:

Definition, Scope and Importance, Need for Public Awareness.

Unit-2: Natural Resources

❖ Renewable and Non-renewable Resources:

Natural resources and associated problems: -

a) Forest Resources: use and over-exploitation, deforestation, case
studies. Timber extraction, mining, dams and their effects on forests and
tribal people.

b) Water Resources: use and over-utilization of surface and ground water,

floods, drought, conflicts over water, dams- benefits and problems.

c) Mineral Resources: use and exploitation, environmental effects of

extracting and using mineral resources, case studies.

d) Food Resources: World food problems, changes caused by agriculture

and overgrazing, effects of modern agriculture, fertilizer-pesticide
problems, water logging, salinity, case studies.

e) Energy Resources: Growing energy needs, renewable and

nonrenewable energy sources, use of alternate energy sources, case
studies

f) Land Resources: Land as a resource; land degradation, man induced

landslides, soil erosion and desertification.

❖ Role of an individual in conservation of natural resources.

❖ Equitable use of resources for sustainable lifestyles

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 Unit-3: Ecosystems

❖ Concept of an ecosystem
❖ Structure and function of an ecosystem
❖ Producers, consumers and decomposers
❖ Energy flow in the ecosystem
❖ Ecological succession
❖ Food chains, food webs and ecological pyramids
❖ Introduction, types, characteristic features, structure and function of the following
ecosystem:-
a) Forest ecosystem
b) Grassland ecosystem
c) Desert ecosystem
d) Aquatic ecosystems (ponds, streams, lakes, rivers, oceans, estuaries)

Unit-4: Biodiversity And Its Conservation

❖ Introduction – Definition: genetic, species and ecosystem diversity.
❖ Bio geographical classification of India
❖ Value of biodiversity: Consumptive use, productive use, social, ethical, and aesthetic
and option values.
❖ Biodiversity at global, National and local levels.
❖ India as a mega-diversity nation
❖ Hot-sports of biodiversity.
❖ Threats to biodiversity: Habitat loss, poaching of wildlife, man-wildlife conflicts.
❖ Endangered and endemic species of India
❖ Conservation of biodiversity: In-situ and Ex-situ conservation of biodiversity.

Unit-5: Environmental

Pollution Definition:
❖ Causes, effects and control measures of:-
a) Air pollution
b) Water pollution
c) Soil pollution
d) Marine pollution
e) Noise pollution
f) Thermal pollution
g) Nuclear pollution

❖ Solid waste Management: Causes, effects and control measures of urban and industrial
wastes.
❖ Role of an individual in prevention of pollution
❖ Pollution case studies
❖ Disaster Management: Floods, earthquake, cyclone and landslides.

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 Unit-6: Social Issues And The Environment

❖ From Unsustainable to Sustainable development

❖ Urban problems related to energy.
❖ Water conservation, rain water harvesting, watershed management
❖ Resettlement and rehabilitation of people; its problems and concerns. Case
Studies
❖ Environmental Ethics: Issues and possible solutions.
❖ Climate change, global warming, acid rain, ozone layer depletion, nuclear
accidents and holocaust. Case Studies.
❖ Wasteland reclamation.
❖ Consumerism and waste products
❖ Environment Protection Act.
❖ Air (Prevention and Control of Pollution)Act
❖ Water (Prevention and Control of Pollution)Act
❖ Wildlife Protection Act
❖ Forest Conservation Act
❖ Issues involved in enforcement of environmental legislation
❖ Public awareness

Unit-7: Human Population And The Environment

❖ Population growth, variation among nations.
❖ Population explosion: Family Welfare Programme.
❖ Environment and human health
❖ Human Rights
❖ Value Education
❖ Women and Child Welfare
❖ Role of Information Technology in Environment and human health
❖ Case Studies

Unit-8: Field Work

❖ Visit to a local area to document environmental assets-river / forest / grassland /
hill /mountain.
❖ Visit to a local polluted site – Urban / Rural / Industrial /Agricultural
❖ Study of common plants, insects ,birds.
❖ Study of simple ecosystems-pond, river, hill slopes, etc. (Field work Equal to 5
lecture hours).

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 COURSE CONTENT FOR SEMESTER – II

BBA-201 :QUANTATUVE TECHNIQUES FOR BUSINESS

UNIT – I: Statistics: Types of Data, Classification & Tabulation of Data, Frequency Distribution,
Census and Sample Investigation, Diagrammatical and Graphical Presentation of Data.

UNIT – II, Measures of Central Tendency (Mean, Median & Mode) Measures of Dispersion
(Range, Mean Deviation & Standard Deviation).

UNIT – III: Correlation : significance of Correlation, Types of Correlation, Scatter Diagram

Method, Karl Pearson coefficient of correlation, Spearman’s coefficient of Rank correlation.
Regression: Introduction, Regression Lines and Regression Equations & Regression Coefficients.

UNIT – IV: Analysis of Time Series, Index Numbers, Interpolation and Extrapolation.

UNIT – V: Probability: Definitions of Probability, Additive and Multiplicative Rules of probability,

Bay’s Theorem (Simple numerical) Probability Distributions: Binomial, Poisson and Normal.

Suggested Readings:

1. Raghavachari; Mathematics for Management

2. Zamiruddin; Business Mathematics
3. Gupta S.P.& Gupta M.P; Business statistics
4. Elhance,D.N ; fundamentals of Statistics
5. Gupta C.B; introduction of statistical Methods
6. K. G. Gupta ; Quantitative Techniques

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BBA-202: BUSINESS COMMUNICATION

Unit – I: Meaning and objective of Business communication, Forms of Communication,

Communication model and process, Principles of Effective Communication

Unit – II: Corporate Communication: Formal and Informal Communication, Network Grapevine,
Barriers in Communication ,Groups discussion, Mock Interviews, Seminars, Individual and Group
Presentations.

Unit – III : Essential of effective Business letters, Writing Important Business letters including
correspondence with Bank and Insurance companies.

Unit – IV: Ora l& Non-verbal communication: Principles of Oral Presentation

FactorsaffectingPresentation, effective Presentation skills, conducting Surveys. Body Language,
Para Language ,Effective Listening, Interviewing skill, Writing resume and Letter or
application.

Unit – V:Modernformsof communication, International communication, Cultural sensitiveness and

cultural context, Writing and presenting in international Situations. Importance of business
language, vocabulary words often confused, words often miss spelt, common errors in English.

Suggested Readings:
1. Bapat&Davar; A Text book of Business Correspondence
2. Bhende D.S.; Business Communication
3. David Berio; The Process of Communication
4. Gowd& Dixit ; Advance Commercial Correspondence
5. Gurky J.M. ; A reader in human communication

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BBA-203: HUMAN RESOURCE MANAGEMENT

Unit – I: Introduction to HRM & HRD Concept of HRM, Objectives, Process, HRM vs. Personnel
Management, HRM Vs. HRD, Objectives of HRD, focus of HRD System, Structure of HRD System,
role of HRD manpower.

Unit – II: Human Resource Policies & Strategies Introduction, role of HR in strategic management,
HR policies & Procedures, HR Program, developing HR policies and strategies, International HRM,
Domestic HRM compared to International HRM.

Unit – III: Human Resource Procurement & Mobility Productivity & improvement job analysis &
Job design, work measurement, ergonomics. Human Resource planning-objectives, activities,
manpower requirement process, Recruitment & Selection, Career planning & development, training
methods, basic concept of performance appraisal, Promotion & Transfer.

Unit – IV: Employee Compensation Wage policy, Wage determination, Wage boar, factors affecting
wages & Salary, systems of payments, Job evaluation, components of wage/salary-DA, incentives,
bonus, fringe benefits etc.

Unit – V: Employee relations Discipline & Grievance handling types of trade unions, problems of
trade unions, the e-HRM, Nature, e-activities, recruitment, selection, performance management,
compensation.

Suggested Readings:

1. Human Resource Management;Dipak Kumar Bhattacharya

2. Managing Human Resource;ArunMonappa

3. Essential of HRM and Industrial Relations;P.SubbaRao

4. PersonnelManagement; C.B. Memoria

5. Human Resource Management; k. Ashwathappa

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BBA-204: MARKETING MANAGEMENT

Unit – I: Marketing: Definition, nature, scope & importance, Marketing Management, Core
concepts of marketing, selling concept, production concept, modern marketing concept, Social
marketing, Understanding of Consumer Behavior, Purchase decision Process.
.

Unit – II: Segmentation: Concept, basis of segmentation, Importance in marketing; Targeting:

Concept Types, Importance; Positioning: Concept, Importance, Brand positioning, Repositioning.

Unit – III: Marketing Mix: Product: Product Mix, New Product development levels of Product,
Product life cycle, Branding and packaging, Distribution: Concept, Importance, different types of
distribution channels etc.

Unit – IV: Price: Meaning, objective, factors influencing pricing, methods of pricing. Promotion:
Promotional mix, tools, objectives, media selection & management

Unit – V:Marketing Research: Importance, Process and Elementary knowledge of Information

system, green marketing, digital marketing, Service marketing

Suggested Readings:
1. Marketing Mgt. ; Philip Kotlar (PHI)

2. Marketing by ; Etzet, Walker, Stanton

3. Marketing Management ; RajanSaxena

4. International Marketing ; Cateora Graham

5. Marketing Management; RamaswamyV.S. &NamaKumar . S

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BBA-205: BUSINESS ENVIRONMENT
Unit – I: Concept, Significance, Components of Business environment, Factor affectingBusiness
Environment, Social Responsibilities of Business.
Unit – II: Economic Systems: Capitalism, Socialism, Communism, Mixed Economy-Public Sector
& Private Sector

Unit – III: Industrial Policy – Its historical perspective (In brief); Socio-economic implications of
Liberalisation, Privatisation, Globalisation.

Unit – IV: Role of Government in Regulation and Development of Business; Monetary and Fiscal
Policy; EXIM Policy, FEMA, Start-ups, Skill development, Thrust on make in India.

Unit – V:Overview of International Business Environment, Trends in World Trade: WTO-

Objectives and role in international trade, Increasing trends of e-commerce with respect to e-
platform like flipcart, Amazon, Myntra.
Suggested Readings:
1. Francis Cherunilum ; Business Environment
2. K.Aswathapa ; Business Environment
3. PAUL ; Business environment
4. V. Neelamegum ; Business Environment

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BBA-206: FUNDAMENTALS OF COMPUTER

Unit – I: Computer Basic: Introduction, History of Computer, Types of Computer, Generations of

Computer, and Basic Components of PC.

Unit – II: Hardware and Software: Introduction, Types of Software, Input Devices and Output
Devices, Relationship between Hardware and Software, RAM and ROM.

Unit – III: Network, Security and Networking: LAN, WAN, MAN, SAN, CAN, Topology (Ring,
Star, Bus, Mesh), Digital Piracy Management, Cyber Security / Cyber Laws, Internet Information,
Internet Service, Difference Between Internet, Extranet and Ethernet.

Unit – IV: Windows (latest Version): Introduction, Features, Installation, Activation, Security
Features , MS Word with all the applications and uses.

Unit – V: Excel( latest Version): Introduction, Filter, Commands for Excel . Power Point:
Introduction, Creating a Presentation, Using Templates, Inserting Charts, Inserting Tables.

Suggested Readings:

1.Computer Fundamental:- V. K. Singh

2.Fundamentals of Computers:- G. B. Jain
3.Operating System:-Godbol
4.Window-98:- Manual

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BBA-207: ASSESSMENT ON SOFT SKILL BASED ON PRESENTATION/G.D./P.D

Broad frame work is being given here however Instructor/Trainer/Faculty /Expertwill have
freedom to design his /her program e in such manner so that effectivelearning will take place.

The phrase ‘soft skills’ incorporates a wide variety of personality traits, communication and
people skills, social attitudes and emotional intelligence. These qualities (also known as ‘core
skills’) are increasingly important for success in the workplace – and not just for those in leadership
positions. Everyone can benefit from some focused training and development to help them realise
their full potential.

Group discussion: Group Discussion improves verbal communication nonverbal behavior,

Decision making ability and cooperation.

Management Games: It improves Team Work, Internships, Volunteering, Leadership Skills

Grooming Sessions: It improves Communication, Interaction, helps in admitting your flaws and
Weakness, helps in discovering things and new ideas. It makes you more adaptable and
accommodative.

Presentation skills: It helps in making clear objectives, Well-rehearsed, Information clearly

featured and it includes call to action

Communication Skills
1. Verbal Communication
2. Body Language
3. Physical Communication
4. Writing
5. Visual Communication
6. Listening
7. Presentation Skills
8. Public Speaking
9. Interviewing

Leadership
1. Team Building
2. Mentoring
3. Delegation
4. Dispute Resolution
5. Giving Feedback
6. Decision Making

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 7. Supervising
8. Managing

Interpersonal Skills
1. Networking
2. Interpersonal Relationships
3. Dealing with Difficult People
4. Conflict Resolution

Personal Skills
1. Stress Management
2. Tolerance of Change and Uncertainty
3. Taking Criticism
4. Self Confidence
5. Adaptability
6. Resilience
7. Self Leadership
8. Self Assessment
9. Enthusiasm
10. Empathy

Professional Skills
1. Time Management Technology
2. Meeting Management
3. Technology Savvy
4. Trend Awareness
5. Business Trend Awareness
6. Business Etiquette

Creativity
1. Problem Solving
2. Critical Thinking
3. Innovation
4. Troubleshooting
5. Design Sense

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 COURSE CONTENT FOR SEMESTER – III

BBA-301: ADVERTISING MANAGEMENT

Unit – I: Advertising: Introduction, Scope, importance in business: Role of advertising, function of

advertising, key players in advertising, types of advertising.

Unit – II: Public Relation and Publicity: Meaning of Public Relation, Difference between public
relations and advertising, Role of Public Relations, Process of Public Relation, Advantages and
disadvantages of Public Relations, Publicity, Advantages and disadvantages of publicity.

Unit-III: Sales Management and Sales Promotional: Defining Sales Management, Objectives of
Sales Management, Sales Management Strategies, Functions of Sales Executive, Scope and Role of
sales promotion.

Unit – IV: Print Media and Broadcasting: Characteristics of the press, Basic media concepts,
newspapers, magazines, Factors to be considered for print media advertising,, Meaning of
Broadcasting, Radio as a medium, television as a medium, internet advertising.

Unit –V: Media Planning and Strategies: Growth and Importance of Media, Meaning and role of
media planning, Media Plan, Market Analysis, Media Objectives, Developing and implementing
Media Strategies.

Suggested Readings:
1. Advertising and Promotion:George E. Beich& Michael A. Belch. T.M.H.

2. Advertising Management:Concept and Cases Manendra Mohan, TMH

3. Advertising Management: Rajeev Batra, PHI

4. Advertising Management: Thakur publications Rajeev S, N. S. Rana

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BBA-302: TEAM BUILDING &LEADERSHIP

UNIT – I: Team Building Process: Overview of team; Difference between Groups and Teams.
Types of Teams- Problem-solving Teams, Self-Managed Teams, Cross-functional teams,
Virtual Teams.

UNIT – II: Evaluating team performance, Goal Setting of Team, Defining roles and
Responsibility of team members; External and Internal factors affecting team building.

UNIT – III: Leadership – Meaning, Concepts and Myths about Leadership,

Components of Leadership, Leadership Skills – Basic Leadership Skills, Building
Technical Competency, Advanced Leadership Skills, Building High Performance
Teams.

UNIT – IV: Personality: Meaning & Concept of Personality; Types of personality;

Personality Determinants; Evaluation of Personality.

UNIT -V: Meaning of Group; Formation of group; Roles, Structure, and Size of Group;
Types of Group; Characteristics of an Effective Group.

Suggested Readings:
1. Yukl G - Leadership in Organisations (Prentice hall, 7thEd.)
2. Lall& Sharma – Personal Growth Trainning& Development (ExcelBooks)
3. Janakiraman- Trainning& Development(Biztantra)
4. Hurlock., Elizabeth B - Personality Development (Tata McGraw
Hill,1st Ed.)
5. UdaiPareek - Understanding Organizational Behaviour (Oxford, 2ndEd.)
6. SahuR..K. - Training for Development (Excel Books, 1stEd.)
7. Rao, V.S.P. Human Resource Management, New Delhi. ExcelBooks.
8. Bhattacharya, D. K. Organizational Change & Development.
NewDelhi: Oxford UniversityPress.

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BBA-303: INDIAN ECONOMY

Unit – I: Meaning of Economy, Economic growth & development, characteristics of Indian

Economy, Factors affecting economic development.
Unit – II: An overview of Economic Resources of India, Human Resources of India, Concept of
Population Explosion Interrelation of Population and Economic Development, Population policy of
India, Problem of Unemployment in India.

Unit – III: Agriculture: Land Reforms and land tenure system, Green Revolution and capital
formation in agriculture industry, trends in composition and growth, role of public and private
sector, small scale and cottage industries.

Unit – IV: Problems and prospects of Indian Agriculture, Plan period Position, Problems and
Prospects of Large Scale Industries. (Iron, Steel, Sugar, Cotton, Textile).Role of small scale
industry in Indian economy.

Unit – V:Indian Banking System : Structure and organization of banks; Reserve bank of India;
Apex banking institutions; Commercial banks; Regional rural banks; Co-Operative banks;
Development banks .NITI Aayog: formation ,Function and contribution of NITI Aayog.

Suggested Readings:
1. Kenes J.M. General Theory of Employment, Interest and Money
2. Brooman Macro Economics
3. Seth, M..L. Monetary Theory
4. Vaish, M.C. Monetary Theory
5. Singh, S.P. Macro Economics

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BBA-304: CUSTOMER RELATIONSHIP MANAGEMENT

UNIT – I Introduction to CRM: Definition and concepts of CRM, Components of CRM, Understanding the
goal of CRM and Customer Touch Points.

UNIT – II CRM Process: Introduction and Objectives of a CRM Process; an Insight into CRM and e-
CRTA/online CRM, The CRM cycle i.e. Assessment Phase; Planning Phase; The Executive Phase; Modules
in CRM, 4C's (Elements) of CRM Process, CRM Process for Marketing Organization, CRM Affiliation in
Retailing Sector.

UNIT – III Developing CRM Strategy: Role of CRM in business strategy, Understanding Service Quality:
Technical, Functional, and dimensions of service quality, Managing Customer communications.

UNIT – IV CRM Implementation: Choosing the right CRM Solution; Framework for Implementing CRM: a
Step-by-Step Process: Five Phases of CRM Projects: Development Customizations; Beta Test and Data
Import; Train and Retain; Roll out and System Hand-off Support.

UNIT – V Sales Force Automation - Sales Process, Activity, Contact, Lead and Knowledge Management:
Field Force Automation.CRM Links in E-Business: E-Commerce and Customer Relationships on the Internet,
Supplier : Role and Importance.

Suggested Readings:

1. Alok Kumar Rai: Customer Relationship Management: Concepts and Cases (Second
Edition)-PHILearning

2. Bhasin: Customer Relationship Management (Wiley Dreamtech)

3. Dyche: Customer relationship management handbook prentice hall
4. Peelan: Customer relationship management prentice hall
5. Kristin Anderson, Carol Kerr: Customer relationship management, McGraw-Hill
Professional
6. Chaturvedi: Customer Relationship Management(Excel Books)
7. Sheth J N, Parvatiyar A. and Shainesh G: Customer relationship management: Emerging

23
BBA-305: MANAGEMENT INFORMATION SYSTEM

Unit – I: Management Information System( MIS): Concept & definition, Role of MIS, Process of
Management, MIS-A tool for management process, Impact of MIS, MIS & computers, MIS & the
user, IMS- a support to the Management.

Unit – II: Planning & Decision making: The concept of corporate planning, Strategic planning
Type of strategic, Tools of Planning, MIS-Business Planning; Decision making concepts, Methods,
tools and procedures, Organizational Decision making, MIS & Decision making concepts.

Unit – III: Information &System: Information concepts, Information: A quality product

classification of the information, Methods of data & information collection, Value of information,
MIS &System concept, MIS & System analysis ,Computer System Design.

Unit – IV: Development of MIS: Development of long rage plans of the MIS. Ascertaining the class
of information, determining the Information requirement, Development and implementation of the
MIS, Management of quality in the MIS, organization for development of the MIS, MIS: the factors
of success and failure.

Unit – V: Decision Support System (DSS): Concept and Philosophy, DSS: Deterministic Systems,
Artificial intelligence(AI) System, Knowledge based expert system(KBES), MIS & the role of DSS,
Transaction Processing System(TPS), Enterprise Management System(EMS), Enterprise Resource
Planning (ERP) System, Benefits of ERP, EMS & ERP

Suggested Readings:
1. Management Information System, Jawadekar W S
2. Managing with information, Kanter, Jerome
3. Management Information System, Louden & Louden
4. Information system for Modern Management, Murdick& Ross, R.claggetti

24
BBA-306: INCOME TAX LAW & PRACITCE

Unit – I: Basic Concept: Income, Agriculture Income, Casual Income, and Assessment Year.
Previous Year. Gross Total Income, Total Income, Person, Tax Evasion, Tax Avoidance and Tax
Planning

Unit – II: Basis of Charge: Scope of Total Income, Residential Status and Tax Liability, Income
which does not form part of Total Income.

Unit – III: Heads of Income: Income from Salaries, Income from House Properties.

Unit – IV: Heads of Income: Profit and Gains of Business or Profession, Including Provisions
relating to specific business, Capital Gains, Income from other sources.

Unit – V: Set off and Carry forward of losses, deduction from gross total Income, Deemed Income,
Aggregation of Income.

Suggested Readings:

1. Mehrotra, H.C.:-Income Tax Law and

Account
2. Chandra Mahesh and Shukla D.C.:-
Income Tax Law and Practice
3. Agarwal, B.K.:- Income Tax
4. Jain, R.K.:-Income Tax
5. Prasad, Bhagwati:-Income Tax Law and Practice

25
 COURSE CONTENT FOR SEMESTER – IV

BBA-401: CONSUMER BEHAVIOUR

Unit – I: Consumer Behaviour: Nature, characteristics, Scope, Relevance & Application; Importance
of consumer behaviour in marketing decisions; Consumer Vs Industrial Buying Behaviour

Unit – II: Determinants of Consumer Behaviour: Role of Motivation; Personality and Self Concept;
Attention and Perception; Consumer Learning; Consumer Attitudes- Formation and Change;
Consumer Values and Lifestyles

External Determinants of Consumer Behaviour: Influence of Culture and Sub Culture; Social Class;
Reference Groups and Family Influences; Basic models of consumer behaviour

Unit – II: Consumer Decision Making Process: Problem Recognition- methods of problem solving;
Pre-Purchase search influences- information search; alternative evaluation and selection; outlet
selection and purchase decision; Post Purchase Behaviour; Situational Influences; Cognitive
Dissonance.
Diffusion of Innovation: Definition of innovation, product characteristics influencing diffusion,
resistance to innovation, adoption process

Unit – IV: Consumer Involvement: Role of Consumer Involvement; Customer Satisfaction;

Consumer behaviour- interdisciplinary approach

Unit – V: Researching Consumer Behaviour: Online Customer Behaviour; Diversity of Consumer

Behaviour; Role of Consumer Behaviour in Marketing Strategy, Consumer Behaviour in Indian
Perspectives.

Suggested Readings:

1. Consumer Behaviour by Leon G. Schiffman& Leslie L. Kanuk, Prentice Hall Publication 2.

2.Consumer Behaviour – Buying, Having, and Being by M R Solomon, Pearson Prentice Hall
3. Consumer Behaviour – Building Marketing Strategy by D. I. Hawkins and J. B. Roger, Tata
McGraw Hill
4. Consumer Behaviour by R.D.Blackwell, P.W. Miniard,&J.F. Engel, Cengage Learning
5.Consumer Behaviour in Indian Perspective Suja. R. Nair
6.Consumer BehaviourSchifman&Kanuk
7.Consumer Behaviour Louden &Bitta
8.Consumer BehaviourBennet&Kasarjian

26
BBA-402: FINANCIAL MANAGEMENT

Unit – I: Introductory: Concept of Financial management, Finance functions, objectives of financial

management- Profitability vs. shareholder wealth maximization. Time value of Money-
Compounding & Discounting.

Unit – II: Capital Structure: Planning, Capitalization Concept, Basis of Capitalization,

Consequences and Remedies of Over and Under Capitalization, Determinants of Capital Structure,
Capital Structure Theories, Leverage Analysis.

Unit – III: Capital Budgeting and Cost of Capital: Nature & Scope of Capital budgeting-
payback, NPV, IRR and ARR methods and their practical applications. Analysis of Risk &
Uncertainty, Computation of Cost of Capital.

Unit – IV: Management of Working Capital: Concepts of working Capital, Approaches to the
Computation of Working Capital (with numerical problems), Management of Different
Components of Working Capital.

Unit – V: Management of Earning: Concept & relevance of Dividend decision. Dividend Models-
Walter, Gordon’s, MM Hypothesis. Dividend policy-determinants of dividend policy.
Suggested Readings:
1. Financial Management: K. G. Gupta
2. Financial Management; Khan & Jain
3. Financial Management; M.Pandey
4. Financial Management; Dr.A.K. Garg
5. Financial Management;S.N. Maheshwari

27
BBA-403: PRODUCTION & OPERATON MANAGEMENT

Unit – I: Nature & Scope of Production Management, Functions of Production Management,

Production Systems, responsibilities of Production manager. Production Planning & Control
(PPC), Objectives of PPC.

Unit – II: Types of manufacturing Systems: Intermitted & Continuous Systems etc, Product
design & development.

Unit – III:Plant Location & Plant layout. Introduction to method study and work study.

Unit – IV: Materials Management & Inventory Control: Purchasing Economic lot
quality/Economic order quantity (EOQ), Lead time, Reorder level. Brief of ABC analysis, Stock
Keeping

Unit – V: Quality Control: Quality, Quality assurance, Quality Circles, TQM, JIT, Statistical
Quality Control

Suggested Readings:
1.Production Operation management B.S.Goel
2.Production&. Operation Management Buffa
3.Production & Operation Management S.N Chany
4. Operation Management : K. G. Gupta.

28
BBA-404: SALES & DISTRIBUTION MANAGEMENT

Unit – I:Sales Management :- Evolution of sales function- Objectives of sales management

positions - Functions of Sales executives- Relation with other executives

Unit – II: Sales Organization and relationship: Purpose of sales organization - Types of sales
organization structures - Sales department external relations Distributive Network relations.

Unit – III: Salesmanship: Theories of personal selling, Types of Sales executives, Qualities of sales
executives, prospecting, pre-approach and post-approach- Organizing display, showroom &
exhibition

Unit – IV: Distribution network Management, Types of Marketing Channels, Factors affecting the
choice of channel, Types of middleman and their characteristics, Concept of physical distribution
system.

Unit – V: Sales Force Management; Recruitment and Selection, Training, Leadership, Controlling
and Motivation.

Suggested Readings:
1. Sales Management -Cundiff, Still, Govoni
2. Salesmanship &Publicity -Pradhan, Jakate, Mali
3. Sales Management -S.A. Chunawalla

29
BBA-405: RESEARCH METHODOLOGY

Unit – I:Introduction – Meaning of Research; Objectives of Research; Types ofResearch; Research

Process; Research Problem formulation, various problems encountered by researchers

Unit – II: Methods of Data Collection, Research Design; Features of a Good design; Different
Research Designs ; Measurement in Research; Construction of Questionnaire.

Unit – III: Sampling Design- Census & Sample Surveys; Steps in Sampling Design; Typesof
Sample designs-Probability & Non Probability sampling.

Unit – IV: Processing & Analysis of Data- Processing operations; problems in processing; types of
analysis Hypothesis Testing-Chi-square test, Z test, t-test, f-test. Elementary Knowledge of SPSS.

Unit – V:Presentation-; Graphs; charts. Report writing; Layout of Research report; Types of
Reports; Mechanism of writing a Research report; Precaution For writing report, Oral report,
Formulation of business problems in research, Elementary Knowledge for Writing a research paper

Suggested Readings:
1. Research Methodology; C.R. Kothari
2. Research Methods; Patrick McNeill
3. Research Process; Gary Bouma
4. Research Methodology; Ranjit Kumar
5. Business Research Methodology; Dr. Arun Kumar.

30
BBA-406: ENTREPRENEURSHIP & SMALL BUSINESS MANAGEMENT

Unit – I:Introduction : concept of entrepreneurship, theories of entrepreneurship traits of

entrepreneur , Different types of entrepreneurs, problems faced by entrepreneurs.

Unit – II: Entrepreneurial Development, Role and functions of measure support institutions such
as SIB,CSIO,SSDO,SISIs etc., EDPs and Role of Women Entrepreneurs

Unit – III: Concept, definition, and framework of Small Business, Social benefits and incentives
for small industry in India; Elementary Knowledge of Make in India, Start up, Stand up India,
Mudra Loan, Schemes of Union Government and it’s Initiative on ATAMNIRBHAR BHARAT
and Vocal for Local.

Unit –IV: Transformation of Idea into Reality :Project classification ,identification and
selection, Project formulation and Project Appraisal and Preparing Project Report.

Unit – V: Steps in starting a small industry, incentives and subsidies available, export
possibilities. Teething problem in setting small units: location, technology, marketing, Labour
and Planning

Suggested Readings:
1. Entrepreneurship Development; Vasant Desai
2. Entrepreneurship Development; Shobha Singh Khanka
3. Entrepreneurship - Strategies and Resources ; Mark Dollinger
4. Entrepreneurship – Small Business Approach by Charles E. Bamford

31
BBA-407: COMPUTER ORIENTED PRACTICAL & VIVA VOCE
Broad frame work is being given here however Instructor/Trainer/Faculty /Expert will
havefreedom to design his /her program e in such manner so that effective learning will take
place.
Course Objectives:

This course offers a good practical understanding of basics of Information Technology. The students
will proficiency in the use of personal computers, specifically in the use of spreadsheets and database
packages will enhance. The curriculum is so designed as to provide required expertise in the use of
personal computer as an effective management tool.

Unit I :Network: Services and its classification : Knowledge management using internet search
engines, techniques to use search engine effectively: practical use of MS Office, MS Word, MS Excel,
MS PowerPoint, MS Paint etc. web page designing using any software: application of computers in
project management: features, capabilities and limitation of project management software ( with
reference to popular software viz.ms-project), Official use of Blogs, Facebook, LinkedIn, Twitter,
Poster making using canwa

Unit II: Digitization: Digital signature, e-Governance, Application of Digital Financial Services,
Basics of E- mail, Electronic payment system, Digital signature, Mobile app based operations,
Modern functions of smart phones, Android phone applications etc.

Unit III: Mobile computing & its application: Introduction, issues in mobile computing, overview
of wireless telephony: cellular concept, GSM: air-interface, channel structure, location
management, CDMA, GPRS.

Unit IV: Online Transaction and Trading: Understand the E-Commerce and E-Commerce
Transition in India Recognize the benefits and limitations of E-Commerce Analyze different E-
Commerce business models Understand E-Marketing and E-CRM

Unit V: Network security & its application: Application security (Database, E-mail and Internet),
Data Security Considerations Backups, Archival Storage and Disposal of Data, Security
Technology- Firewall and VPNs, Intrusion Detection, Access Control. Security Threats-Viruses, E-
mail viruses, Macro viruses, Network and Security Threats to E-Commerce Electronic Payment
System, e- Cash, Credit/Debit Cards. Digital Signature, public Key Cryptography.

Recommended Books:

1. P.K. Sinha : Fundamental of Computers, BPB Publishers.

2. Leon & A. Leon: Internet for Everyone, Leon Tech World.
3. Curtin, Foley, Sen& Martin: Information Technology, Tata McGraw Hill.
4. Ron Masfield : MS-Office, TechPublication.
5. V.K. Jain: Information Technology ,Atlantis.
6. D. Anfinson& K. Quamme: Information Technology Essentials, Pearson Education

32
 COURSE CONTENT FOR SEMESTER – V

BBA-501:ARITHMATIC APTITUDE

Unit – I: Ratio & Proportion, Logarithm, Simple Interest, Compound Interest, Profit & Loss, true
Discount, Partnership, Permutation & Combination.

Unit – II: Problem on Age, Problem on Numbers, Calendar, Clock, Time & Work, Time &
Distance Area. Sets, Function & Relation

Unit – III:H.C.F., L.C.M., Decimal Fraction, Problem on Trains, Boat & Stream Syllogism
Direction Tests, Seating Arrangements.

Unit – IV: Data Interpretation :Description of Data, Tabulation, Bar Diagrams, Pie Chart, Line
Graph, Sequence& series, Number Series.

Unit – V: Matrix: Introduction, Types of Matrix, Addition, Subtraction and Multiplication of

Matrix, Inverse of Matrix, Solution of linear Equations by Matrix Inversion Method.

Suggested Readings:

1. R.S. Aggarwal - Quantitative Aptitude for Competitive Examinations.

2. Arun Sharma - Quantitative Aptitude for CAT.
3. Arihant Publications - Fast Track Objective Arithmetic.
4. R.D. Sharma - Mathematics Class 11th and 12th.
5. Sarvesh K. Verma- Quantitative Aptitude Quantum CAT Common Admission Tests.

33
BBA-502: APTITUDE REASONING

Unit – I :Emotional & Social Intelligence, Critical Thinking, Non-Verbal Reasoning, Verbal
reasoning, Series, Data Structures.

Unit – II: Blood Relations, Venn Diagram, Word Formation, Matrix, Puzzle, Coding-Decoding,
logical sequences, Proposition, Direction Sense, Sets &subsets.

Unit – III :Analogy, Classification, Calendars, Cubes and Clocks, Syllogisms, Logical sequences
statement conclusion, Syllogistic reasoning, Data Arrangement ,Family Tree ,Binary Logic, Seating
Arrangement.

Unit – IV: Similarities and Differences, Space visualization, Spatial orientation, Problem solving,
Analysis, Judgment, Decision making.

Unit – V: Visual memory, Discrimination, Observation, Arithmetical reasoning and figural

classification, Arithmetic number series, Tables& Pie Charts, Data Sufficiency, Bars & Line
Graphs.

Suggested Readings:

1. R.S. Aggarwal -A Modern Approach to Logical Reasoning

2. Arun Sharma -How to Prepare for Logical Reasoning for the CAT

3. PeeyushBharadwaj -Analytical and Logical Reasoning for CAT & Other Management
Exams

34
BBA-503 GENERAL BUSINESS AWARENESS

UNIT I: International Organizations (IMF, World Bank, IMO etc): Major world organizations
including economic organizations like WTO, IMF, and WB are important. Various political global
groupings like UN and regional groups like ASEAN, SAARC, etc. are also important. One can
expect regarding headquarters, chairpersons, functions of the organization or any other major
reform/ event that took place (pertaining to the organization).
Business Awareness :Company, chair persons, board members, CEO, MDs, company v/s Industry,
profession, logos of companies, branding, company and its product, companies and their origin,
basic structure of a company, entrepreneurs, trademarks, globalisation, liberalisation

UNIT II: Geography: General questions from geographical features from India and across the
world. Questions on theoretical aspects of Geography.
History: Vedic culture, Name of the Kings who built, important ancient Temples and Institutions
and historic monuments, contribution of Indian continent to world in ancient time.

UNIT III: Everyday Science: Application of science rather than theoretical aspects of Physics and
Chemistry. Further, expect questions on technologies involved in communication, IT, space etc.
Current Affair and General Knowledge: Population Census ,Important Books and their writers,
First sports achievement for India and the world like first Olympic, first Asian Game, etc., State
Animals and Symbols, Awards and their importance, Name of the Scientist who got Noble prize for
important discoveries, Important Days
.

UNIT IV: Economy: Questions from theoretical as well as practical aspects of Indian and World
Economy, with a special focus on India’s macroeconomic indicators, like inflationary trends, GDP
etc.
Current Business Development: Latest events and developments in the business world especially
Indian subcontinent as mergers, takeovers, and new product launch etc

UNIT V: Constitution & Polity: Working of the Indian Political System e.g. political parties,
pressure groups etc. Also, as far as the constitution is concerned, further, features of major social
schemes launched by the central government recently, Institution of President, the governor, PM,
then CM, Parliament and then State Legislature, Supreme Court and then High court, speaker of the
house.

Suggested Readings:

1. Latest Business news papers and magazines

2. Economic Times
3. Business world magazines
4. Financial Express
5. Business Today

35
BBA-504: GENERAL ENGLISH

Unit – I:Active and Passive Voice, Cloze Tests, Commonly Misspelled Words, Comprehension,
Direct & Indirect Speech.

Unit – II: Editing, Error Spotting, Fill in the Blanks, Grammar, Idioms and Phrases, Jumble Words,
Jumbled up sentences.

Unit – III: Multiple Meaning /Error Spotting, Miscellaneous, One word Substitution, Paragraph
Completion, Passage Making.

Unit – IV: Phrase Substitution, Reading Comprehension, Sentence Correction, Sentence Framing,
Sentence Improvement.

Unit – V: Spelling Test, Spotting Errors, Synonyms & Antonyms, Verbal Ability, Vocabulary.

Suggested Readings:
1. S.P. Bakshi : Objective General English
2. R.S. Agarwal : Objective General English
3. S.C. Gupta : General English for Competitive Exams

36
BBA-M-1: RURAL MARKETING

Unit: I Definition of Rural Marketing, Indian Rural Market, Environment: Population and its locations,
occupation pattern, expenditure pattern, infrastructure facilities.

Unit II: The Rural Consumer: Characteristics, factors influencing his purchase decision, Rural demand:
Nature, types of requirements, hierarchy of markets and rural market index, Problems in rural marketing as
Warehousing and Transportation.

Unit III: Marketing of Agriculture Inputs: Consumable inputs and durable inputs: Marketing of
Consumables and Durables: Composition of Products, Price, distribution, promotion, product redesign or
modification needs.

Unit IV: Marketing of Agricultural Produce, Formation of Cooperative marketing and processing societies,
marketing of rural/cottage industry/artisan products.

Unit V: Rural Marketing Strategies: Rural Market Segmentation, Strategies on product, price, promotion and
distribution.

Suggested Readings:

1 PradeepKashyap Rural Marketing-2 edition Pearson education

2. Jha, S.M. & Singh, L.P.: Marketing Management in Indian Perspective, Himalaya, Bombay
3.Velayudhan – Rural Marketing (Sage)
4. Mathur- Rural Marketing (Excel Books)
5. Philip Kotler: Marketing Management.

37
BBA-M-2: SERVICE MARKETING

UNIT-1:Introduction of Service Marketing: Introduction: Definition, Characteristics and Classification of

Services, Difference between Product and Services marketing, Paradigms in Services Marketing, Present
Marketing Environment, Services Marketing Mix: Understanding the 7 P’s OF SERVICE MARKETING
&UPCOMING CONCEPTS, Difficulties & Challenges in Service Marketing

UNIT- 2 Understanding Consumer Behaviour and Service Design; Strategies for Services Marketing:
Segmentation, Targeting &Positioning, Differentiation. Understanding Consumer Behaviour: Services vis-à-
vis goods, Consumer Behaviour in Services, Customer Expectations and Perceptions of Services .

UNIT- 3 Delivering, Pricing and Managing Service Promise (07 Hours): Service Development Design &
Standards: New Service Development, Process Service Standards, Demand and Capacity Management in
Delivering Services: Role of Employees and Customers in service delivery; Quality in Service marketing.

UNIT- 4 Service Process – Blue printing – Physical evidence. Pricing of Services: Pricing Considerations
and Strategies, Managing Service Promise: Role of Advertising, Personal Selling, Sales Promotion, Publicity
and Public Relations in service marketing

UNIT- 5 Service Performance: Evaluating Success of Service Offering: Service quality and measurement,
Complaint handling, Service Guarantees. Role of CRM, The Gaps Model Of Service Quality, Latest issues in
service marketing with reference to Uber, Ola, OYO, Swiggy, Zomato.

Suggested Readings:

1.Services Marketing, Zeithaml Valerie and Mary Jo Bitner, Gremler&Pandit, Tata McGraw Hill.
2. Services Marketing, Lovelock, Christopher. PrenticeHall.
3. Services Marketing, Nargundkar, Rajendra. Tata McGraw Hill.
4. The Essence of Services Marketing, Adrian Payne. PHI.
5. Services Marketing, Ravi Shankar. Excel Publishing

38
BBA-F-1: CORPORATE TAXES-DIRECT AND INDIRECT TAX

Unit-I: Income Tax Act 1961-special provisions relating to assessment of companies.

Unit- II: Concept of tax planning, tax avoidance and tax evasions, tax planning for new business with
reference to location, nature and form of business.

Unit-III: Introduction of Indirect tax, definition and nature, Basis for changing indirect tax,
constitutional framework of indirect tax before GST, structure of GST, slab of GST,GST council,
GST Network.

Unit-IV: Levy and collection of GST: Taxable event – supply of goods and services, place of supply,
within state, interstate, import and export, time of supply, valuation for GST- Valuation rules, excess
tax, refund, TDS, registration of GST.

Unit-V: Custom law: introduction levy and collection, taxable event, valuation of import and export,
refund & recovery.

Suggested Readings:

1. Direct Taxes: Singhania V. K.

2. GST- Bare Act.

39
BBA-F-2: FINANCIAL INSTITUTIONS AND INVESTMENT MANAGEMENT

Unit I: Overview of Capital Market: Market of securities, Stock Exchange and New Issue Markets
– their nature, structure, functioning and limitations; Trading of securities: equity and debentures/
bonds. Regulatory Mechanism: SEBI and its guidelines.

Unit II: Portfolio Analysis and Selection: Portfolio concept, Portfolio risk and return, Selection of
Portfolio: Capital market theorem, CAPM (Capital Asset Pricing Model) and Arbitrage Pricing
Theory. Portfolio Management and Mutual Fund Industry

Unit III: DFIs in India - IDBI, ICICI, IFCI, NABARD, RRBs, State Level Institutions; NBFCs –
Their status, types, working and strategies for commercial viability ; Insurance organizations –
Their status , types, working and strategies for commercial viability.

Unit IV: Leasing and Hire Purchase: Industry. Size and scope. Parties involved, Evaluation of
Lease transaction, Types of lease and their implications, Hire purchase and lease - differences and
implications for the business. Consumer Credit and Plastic Money – concept, working uses of each.

Unit V: Mutual Funds :Concept, Types, Significance of Mutual Funds, NAV, Evolution &
Growth of Mutual Funds, Role of Registrar, Underwriter according to SEBI guidelines.

Suggested Readings:

1) Khan M Y - Financial Services (Tata McGraw Hill, 1998)

2) Machiraju H R - Indian Financial System (Vikas, 2004)
3) Bhole L M - Financial Institutions and Markets (Tata McGraw-Hill, 3rd edition, 2003)
4) Srivastava ,R.M& Nigam Divya - Management of Financial Institutions (Himalaya, 2003)

40
BBA-601: STRATEGIC MANAGEMENT & BUSINESS POLICY

Unit – I: Nature & importance of Business Policy, Development & Classification of Business
Policy; Mechanism or Policy making.

Unit – II: Responsibilities & tasks of Top Management: objectives of Business Characteristics,
Classification, Types of objectives and their overall Hierarchy, Setting of objectives, Key areas
involved.

Unit – III: Corporate Planning; Concept of long term planning, Strategic Planning, Nature, Process
& Importance.

Unit – IV: Corporate Strategy: Concept, Components, Importance, and Strategy Formulation:
Concept, Process & Affecting Factors. Strategy Evaluation: Process, Criteria, Environmental
Analysis, Resource Analysis

Unit – V: Porter’s Five Forces Model, Concept of Synergy: Types, Evaluation of Synergy.
Capability Profiles, Synergy as a Component of Strategy & its relevance

Suggested Readings:

1) AzharKazmi Business Policy

2) Peter F. Drucker Management Task & Responsibilities
3) IgorAnsoff Corporate Strategy
4) Hatton& Hatton Strategic Management
5) Christian, Anderson, Bower Business Policy
6) McCarthy, IninChiello, Curran Business Policy & Strategy

41
BBA-602: OPERATION RESEARCH

Unit – I: Nature, Definition & characteristics of operations research, Methodology of OR, Models
in OR; OR & managerial Decision making, OR techniques.

Unit – II: Linear programming: Introduction, Advantages of Linear Programming, Applications

areas of Linear Programming. LPP-problem formulation, Graphic Method, Simplex Method
(including Big M method)

Unit – III: Transportation-North West Corner Rule, Method of matrix Minima & VAM Methods,
Degeneracy Problems, MODI Method. Assignment Problems

Unit – IV: Decision making under Uncertainty-Criteria of Maximax, Maximin, Minimax Regret,
Decision making under Risk-Criteria of EMV & EOL, Decision Tree approach & its applications.

Unit – V: Job Sequence Analysis PERT & CPM-Introduction, Network Analysis, Time Estimates
in Network Analysis, Critical Path Method; Programme Evaluation & Review Technique.

Suggested Readings:
1. Operation Research; V.K. Kapoor
2. Operation Research; S.D. Sharma
3. Operation Research - An Introduction; Hamdy A.Taha
4. Operation Research; K. G. Gupta

42
BBA-603: FUNDAMENTAL OF E-COMMERCE

Unit – I: E-Commerce: Introduction, meaning and concept; Needs and advantages of e-commerce;
Types of E-Commerce, Basic requirements of E-Commerce, Consumer Buying Through E–
Platforms like Flipcart, Amazon, Ebay, Snapdeal etc.

Unit – II: Internet: Concept & evaluation, Characteristics of Internet: email, WWW. Ftp, telnet,
Intranet & Extranet, Limitation of internet, Hardware & Software requirement of Internet,
searches Engines.

Unit – III :Customer relationship with business via e-commerce Electronic Payment Systems: E-
Money, e-cheque, credit cards, debit cards, smart cards, E-Banking.

Unit – IV:EDI(Electronic Data Interchange) introduction, networking infrastructure of EDI,

Functions & Components of EDI File types of EDI, Payment Through UPI, Mobile Wallet, Phone
Banking, Net Banking,

Unit – V:Security issues of e-commerce: Firewall, E-locking, Encryption; Cyber laws, Payment
Gateways, Visa, Rupay and Mastercards.

Suggested Readings:
1. Frontiers of E-CommerceRaviKalkota, TMH
2. O, Brien JManagement Information System, TMH
3. Oberoi, Sundeep E-Security and You, TMH
4. Young, Margret Levine The complete reference to Internet, TMH
5. David Whiteley; E-Commerce: Strategy, Technologies and Applications, Mcgraw
Hill Education.

43
BBA-604: ECONOMIC AND INDUSTRIAL LAW

Unit I: Factory Act 1948: Definitions and Important Provision.

Workmen compensation Act 1923: , Determination of Amount of Compensation, Latest
provisions of Workmen's Compensation (Amendment) Act, 2009.

Unit II: Industrial Dispute Act 1947: Important Provisions

Minimum Wages Act 1948: Meaning of wage under the Act Procedure for fixing Minimum
wage, Obligation of employer to pay minimum wage, Authorities and Remedies under the Act.

Unit III:
Employee State Insurance Act 1948: Object and Scope, Definitions under the Act Important
Benefits under the Act: Employee’s State Insurance Corporation - Dispute and Claim Settlement
under the Act, Latest provisions of Employee State Insurance (amendment) Act, 2010

Unit IV:
Employee Provident Fund Act 1952: Employee’s pension scheme and fund, Employee’s
deposit linked insurance scheme, administration of the schemes, Recovery of money from
employer and contractor, Appellate tribunal, penalties and offences.

Unit V:
Payment of Gratuity Act, 1972: Scope of the Act, Meaning of Employee, Employer,
Continuous Service, etc., Conditions for Payment and Forfeiture of Gratuity, Authorities under
the Act and their powers and functions.
IBC law and Arbitration.

Suggested Readings:

1. Kapoor, N.D., “Element of industrial law”, Sultan Chand & Sons, (2013)
2. Padhi, P.K., “Labour& Industrial laws”, PHI Learning Pvt. Ltd (2012)
3. Misra, S. N., “Labour and Industrial Laws”, Central Law Publications, (2014)
4. Monappa, “Industrial Relations and Labour Laws”, Mcgraw Hill Education, (2012)
5. Srivastava, S. C., “Industrial Relations and Labour Laws”, Vikas Publishing House, (2014)

44
BBA-M-3: RETAIL MANAGEMENT

Unit I: Introduction to Retailing: Concept of retailing, Functions of retailing, Retail formats and
types, Retailing Channels, Retail Industry in India, Importance of retailing, changing trends in
retailing.

Unit II: Understanding the Retail Consumer: Retail consumer behaviour, Factors influencing the
Retail consumer, Customer decision making process, Types of decision making, Market research
for understanding retail consumer.

Unit III: Retail Market Segmentation and Strategies: Market Segmentation and its benefits,
Kinds of markets, Definition of Retail strategy, Strategy for effective market segmentation,
Strategies for penetration of new markets, Growth strategies, Retail value chain.

Unit IV: Retail Location Selection: Importance of Retail locations, Types of retail locations,
Factors determining the location decision, Steps involved in choosing a retail locations,
Measurement of success of location.

Unit V: Merchandise Management: Meaning of Merchandising, Factors influencing

Merchandising, Functions of Merchandising Manager, Merchandise planning, Merchandise
buying, Analysing Merchandise performance.

Suggested Readings:

1. Retail Management 3 rd Edition, Suja Nair, Himalaya Publishing House, Mumbai,

2008
2. Retail Management, 6 th Edition, Michael Levy, Barton AWeitz and Ajay Pandit,
Tata McGraw Hill Publishing Co. Limited, New Delhi.
3. Retail Management,Text and Cases2nd Edition, SwapnaPradhanTata McGraw Hill
Publishing Co. Limited, New Delhi.
4. The Art of Retailing,2 nd Reprint A.J Lamba,Tata McGraw Hill Publishing Co.
Limited, New Delhi

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BBA-M-4: DIGITAL MARKETING

UNIT-1:Introduction of Digital Marketing, Importance of Digital Marketing, General Over

View of Web Concept and Hosting | Domain, Website Planning.

UNIT-2: Search Engine Optimization (SEO), Black HAT and White HAT SEO, Importance of
Search Engine Optimization (SEO), SEO On Page, What is SEO Off Page, Local SEO, SEO,
Importance of Google Webmaster Tool.

UNIT -3: Social Media Marketing, Brand through Social Media Marketing (SMM), Importance
of Social Media Marketing, How to Optimize Social Media, How Many Platform of Social
Media, How to Make Business Pages or Profile on Social Media (Facebook, Twitter, Instagram,
LinkedIn, Pinterest etc.) How to Create Paid Advertising on Social Media.

UNIT-4: Google Ad words, Importance of Google Paid Campaign, Types of Google

Advertisement, Search | Display | Mobile | Shopping | Video Advertisement, Create Paid
Campaign on Google Ad words, Bing Advertisement, Tracking Performance and Measurement
with Google Analytics.

UNIT-5:Email Marketing, Lead Generation, Content Marketing, Importance of Content Writing,

How to Promote Brand though Content, Online Reputation Management and Review
Management, Affiliate Marketing, Internet Entrepreneurship with Google AdSense, How to get
Project from USA| UK| CA and other Country, Freelancing, Internet Marketing Planning and
Strategy.

Suggested Readings:
1. Puneet Singh Bhatia; Fundamentals Of Digital Marketing
2. Lan Dodson; The Art Of Digital Marketing
3. Damian Ryan; Understanding Digital Marketing
4. Vandana, Ahuja; Digital Marketing, Oxford University Press India (November, 2015).
5. Eric Greenberg, and Kates, Alexander; Strategic Digital Marketing: Top Digital Experts
6. Ryan, Damian; Understanding Digital Marketing: marketing strategies for engaging the
digital generation; Kogan Page (3rdEdition, 2014).

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BBA-F-3: COST AND MANAGEMENT ACCOUNTING

Unit–I: Introduction: Nature and Scope of Cost Accounting, Cost, concepts and Classification,
Methods and Techniques, Concept of Management Accounting, Relationship of Cost and
Management Accounting.

Unit –II: Elements of Cost, Assessment of Cost, Classification of Costs, Preparation of Cost
Sheet and Statement of Cost, Tender Costing.

Unit –III: Cost–Volume Profit Analysis; Break Even Analysis and Decision Making, Marginal
Costing and Absorption Costing.

Unit–IV: Budgetary Control, Standard Costing and Analysis of Variances.

Unit–V: Responsibility Accounting, Transfer Pricing, Activity Based Pricing, Value Chain
Analysis, Target Costing, Life Cycle Costing.

Suggested Readings:

1. Maheshwari S.N.: Advanced Problem and Solutions in Cost Accounting

2. Khan& Jain: Management Accounting
3. Gupta, S.P.: Management Accounting
4. K. G. Gupta : Cost and Management Accounting.

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BBA-F-4: Company Accounts

Unit- I: Issue of Shares and Debentures: Issue, Forfeiture and re-issue of Shares, Redemptions of
Preference Shares; Issue and redemption of Debentures.

Unit-II: Accounting for special issue: Bonus issue, Employee stock option plan, Buy back of
Shares.

Unit-III: Profit prior to Incorporation, Disposal of Profits, Valuation of Shares.

Unit-IV: Final Accounts: As per latest format prescribed under the Companies Act. 2013.

Unit-V: Consolidated Balance Sheet of Holding Companies with one subsidiary only.

Suggested Readings:

1. Company Accounts; K. G. Gupta

2. Advanced Accounts; Shukla & Grewal
3. Corporate Accounts; Himalya Publications
4. Advanced Accounts; Jain & Narang

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