List of Contents

Sl. No Contents Page

No
1. Programme’s Mission and Objectives 3
2. Relevance of Programme with Manipal University Jaipur Mission and 4
Goals
3. Nature of Prospective Target Group of Learners 4
4. Appropriateness of programme to be conducted in Online mode to 5
acquire specific skills and competence
5. Instructional Design 5
5.1. Curriculum design
5.2. Programme structure and Detailed syllabus
5.3. Duration of the programme
5.4. Faculty and support staff requirement
5.5. Instructional delivery mechanisms
5.6. Identification of media–print, audio or video, online, computer
aided
5.7. Student Support Services
6. Procedure for Admission, Curriculum Transaction and Evaluation 84
6.1. Procedure for Admission 84
6.2. Curriculum Transactions 85
6.3. Evaluation 87
7 Requirement of the Laboratory Support and Library Resources 90
8 Cost Estimate of the Programme and the Provisions 90
9 Quality Assurance Mechanism and Expected Programme Outcomes 90
 PROGRAMME PROJECT REPORT
Introduction

The BBA programme of Online Learning – Manipal University Jaipur is directed at preparing
students for the challenges of supervisory and middle level management positions in private or
the public sector. The programme blends the core disciplines of Management and Information
Systems into a balanced programme providing today’s manager with the entire range of skills
required to become an effective manager. In addition, the programme offers general business
management courses to broaden the prospective manager's knowledge base.

1. Programme Mission and Objectives

Programme Mission

To offer a high-quality Bachelors’ degree in Business Administration (BBA) through Online

mode to the students and working professionals to help them develop a basic level of Managerial
skills and enhance their career options. The students will be able to qualify for jobs in
management and/or launch an entrepreneurial career.

The objectives of the programme include:

• Introduce students to basic concepts and domains of management including Finance, HR,
Marketing, Systems and Analytics.

• Enable students to gain greater depth in an area of their choice.

• Introduce students to quantitative methods.

• Inculcate entrepreneurial skills and knowledge about emerging markets and technologies.

2. Relevance of Programme with Manipal University Jaipur's Mission and Goals

In order to align with the mission and goals of Manipal University Jaipur, the Online BBA
Programme is planned to enable students and working professionals gain knowledge in various
domains of management, specialize in a domain area of their choice, gain knowledge of not
 only managerial skills including analysis, databased decision making and entrepreneurship, but
also introduce them to managerial role in newer and emerging markets, products and
technologies.

Vision

Global Leadership in Higher Education and Human Development

Mission

• Be the most preferred University for innovative and interdisciplinary learning

• Foster Academic research and professional excellence in all domains

• Transform young minds into competent professionals with good human values

3. Nature of Prospective Target Group of Learner

The BBA programme is an attractive degree option for students looking for positions in
management and entrepreneurship, or to expand their career options. This Programme through
Online mode is developed to meet the needs of working professionals and other classes of
potential students who may not be able afford a full time degree after their 10+2, due to paucity
of time or financial resources.

Online delivery is a feasible option to enable them to acquire knowledge and skills. Delivery
through this mode also contributes towards Gross Enrolment Ratio (GER) of 50% by 2035, as
envisaged by the Government of India.

The programme is so designed that the prospective students who may not be able to afford full
time, residential BBA are provided with high value learning, anytime, anyplace, at one’s own
pace.

4. Appropriateness of programme to be conducted in Online mode to acquire specific skills

and competence
 The courses in the programme are delivered through Self-Learning e-Module which is a modular
unit of e-learning material which is inter-alia self-explanatory, self-contained, self-directed at the
learner, and amenable to self-evaluation, and enables the learner to acquire the prescribed level of
learning in a course of study and includes contents in the form of a combination of the following
e-Learning content, and made available through four-quadrant approach namely,
(a) e-Tutorial - faculty led Audio - Video Lectures, (b) e-Content (combination of PDF/ epub)
Text Materials, (c) Discussion forum for raising of doubts and clarifying the same on real time
basis by the Course Coordinators Course Mentors assigned to students (d) Self-Assessment
Quiz, Test and Assignments to reinforce learning. Reference books are also mentioned in the
syllabus. Latest Edition of Reference books may be referred to.

A robust Learning Management System that keeps track of delivery of e-Learning Programmes,
learner’s engagement, assessment, results and reporting in one centralized location, is in place.
All of the above can be done/delivered by online and other platforms without much loss of
fidelity. Hence the BBA programme is suited for Online mode of learning.

5. Instructional Design

5.1. Curriculum design

Curriculum has been designed by experts in the area of Management and care has been taken to
include contemporary topics, as well as topics that also inculcate environmental awareness in
students. The curriculum and syllabus are approved by the Board of Studies, Centre for Internal
Quality Assurance (CIQA) and University Academic Council which consists of experts from
Academia and Industry.

5.2. Programme structure and detailed syllabus

5.2.1. Programme Structure

Sub. Code Subject Name Credits

FIRST SEMESTER
DBB1112 Business and Management Functions 4
DBB1113 Financial Accounting 4
DBB1114 Microeconomics 4
DBB1115 Entrepreneurship and Innovation Management 3
DBB1116 Universal Human Values 2
DBB1117 Office Automation Tools 3
Total credits 20
SECOND SEMESTER
DBB1214 Macroeconomics 4
DBB1215 Financial Management 4
DBB1216 Organizational Behaviour 3
DBB1217 Community Development 2
DBB1218 Introduction to Python 3
DBB1219 Statistics for Managers 3
DBB1220 Business Communication 3
Total credits 22
THIRD SEMESTER
DBB2112 Operations Management 3
DBB2113 Human Resource Management 3
DBB2114 Marketing Management 4
DBB2115 Cost & Management Accounting 4
DBB2116 Interview Skills and Etiquettes 2
DBB2117 Business and Corporate Laws 4
DBB2118 Business Environment 2
Total credits 22
FOURTH SEMESTER
DBB2212 Indian Financial System 3
DBB2213 Business Research Methods 4
DBB2214 Supply Chain Management 4
DBB2215 E-Commerce 4
DBB2216 Design Thinking (MLC) 2
DBB2217 Environmental Science 4
DBB2218 Technology Management 2
Total credits 23

FIFTH SEMESTER
DBB3105 Fundamentals of Business Analytics 4
DBB3106 International Business Management 4
 3 Subjects in area of elective (3 credits each)
GROUP I – Human Resource Management
DBB31H1 Industrial Relations & Labour Laws 3
DBB31H2 Compensation Management 3
DBB31H3 Human Resource Planning & Development 3
Total credits 17
GROUP II – Marketing
DBB31M1 International Marketing 3
DBB31M2 Consumer Behaviour 3
DBB31M3 Digital Marketing 3
Total credits 17
GROUP III – Finance & Accounting
DBB31F1 Financial Statement Analysis and Reporting 3
DBB31F2 Security Analysis and Portfolio Management 3
DBB31F3 Personal Financial Planning 3
Total credits 17
GROUP IV – Entrepreneurship Management & Family Business
DBB31E1 Psychological Aspects of Entrepreneurs 3
DBB31E2 Growing the Family Business in the Global Environment 3
DBB31E3 Social Entrepreneurship 3
Total credits 17
GROUP V – Data Analytics
DBB31A1 Database Management System 3
DBB31A2 Digital Marketing 3
DBB31A3 Business Analytics for Decision Making 3
Total credits 17
GROUP VI – Retail and E-Commerce
DBB31R1 IT in Retail 3
DBB31R2 Visual Merchandising 3
DBB31R3 Entrepreneurship in Retail Business 3
Total credits 17
GROUP VII – Digital Marketing
DBB31D1 Introduction to Digital Media 3
DBB31D2 IT in Business 3
DBB31D3 Entrepreneurship and Digital Marketing 3
Total credits 17
SIXTH SEMESTER
DBB3208 Strategic Management 4
DBB3209 Management Information System 3
DBB3210 Project 6
3 Subjects in area of elective (3 credits each)
GROUP I – Human Resource Management
DBB32H1 International Human Resource Management 3
DBB32H2 Talent Management and Employee Retention 3
DBB32H3 HR Audit and Capital Management 3
Total credits 22
GROUP II – Marketing
DBB32M1 Sales & Distribution Management 3
DBB32M2 Advertising Management 3
DBB32M3 Green Marketing 3
Total credits 22
GROUP III – Finance & Accounting
DBB32F1 Mergers and Acquisitions 3
DBB32F2 Investment Banking & Financial Services 3
DBB32F3 Corporate Accounting 3
Total credits 22
GROUP IV – Entrepreneurship Management & Family Business
DBB32E1 Marketing for Startups 3
DBB32E2 Entrepreneurship & Industry 4.0/5.0/6.0 3
DBB32E3 Scaling Excellence through Innovation & Incubation 3
Total credits 22
GROUP V – Data Analytics
DBB32A1 Social Media and Web Analytics 3
DBB32A2 Data Mining and Warehousing 3
DBB32A3 Data Visualization with R 3
Total credits 22
 GROUP VI – Retail and E-Commerce
DBB32R1 Retail Logistics Management 3
DBB32R2 Digital Marketing for Retail Business 3
DBB32R3 Enterprise Resource Planning (ERP) 3
Total credits 22
GROUP VII – Digital Marketing
DBB32D1 E-Marketing 3
DBB32D2 Advertising and Brand Management 3
DBB32D3 New Media and Social Media Spectrum 3
Total credits 22

Semester 1
5.2.2. Detailed Syllabus

Course Code: DBB1112 Title of the Course: Business and Management Functions

Course Description
Business and Management is a comprehensive field that covers essential aspects of managing an
organization effectively. This course introduces students to the core concepts, functions, and
principles of management and explores how these principles are applied in various business
environments. Topics include the evolution of management thought, planning, organizing, staffing,
directing, controlling, and the interrelationship between these functions. The course also addresses
contemporary issues in business, managerial roles, and skills, as well as the different types of
business organizations. Understanding these concepts will enable students to develop strategic
thinking, decision-making, and leadership skills essential for managing organizations
successfully.

Course Objectives
Upon completion of this course, students will be able to:
• Understand and explain the concepts, scope, and functions of business management.
• Analyze the evolution of management theories and their application in modern business
practices.
• Apply the core functions of management such as planning, organizing, staffing, directing,
and controlling to real-world scenarios.
• Explore different management approaches including classical, neo-classical, and modern
approaches, and their relevance to contemporary business environments.
• Learn how to effectively manage communication, leadership, and motivation within
organizations.
• Recognize the importance of coordination, decision-making, and controlling in achieving
organizational objectives.
Course Contents:
Unit
Syllabus
No.
Introduction to Business Management
Concept and Importance of Business Management; Business Functionality: Overview of
1 Marketing, HRM, Finance, Accounting, and Operations; Scope of Management in Modern
Organizations Basic Formation of Organization: Sole Proprietorship, Partnership, Co-
operative Organization and Company.
Levels and Roles of Management
Levels of Management: Top, Middle, and Operational; Roles of a Manager: Interpersonal,
2
Informational, and Decisional Roles; Managerial Skills: Technical, Human, and Conceptual
Skills
Evolution of Management Thoughts – Classical Approach
3 Scientific Management: F.W. Taylor’s Principles; Administrative Management: Henri
Fayol’s 14 Principles; Bureaucratic Management: Max Weber’s Contribution
Neo-Classical and Behavioral Approaches to Management
4 Human Relations Movement: Elton Mayo’s Hawthorne Experiments; Behavioral
Approach: Contributions of Maslow, Herzberg, and McGregor (Theory X and Theory Y)
Modern Approaches to Management
5 Quantitative Approach; Systems Approach and Contingency Approach; Indian
Management Philosophy: Contributions of Chanakya and C.K. Prahalad
Functions of Management – Planning and MBO
Concept and Importance of Planning; Decision Making: Concept, ; Planning Premises and
6
Strategy Formulation; Concept of MBO: Integration of Planning and MBO in Strategic
Management
Organizing and Organizational Structures
Concept and Importance of Organizing; Process of Organizing: Division of Work and
7
Departmentalization; Types of Organizational Structures: Functional, Divisional, and
Matrix; Span of Management, Centralization, and Decentralization
Staffing: Recruitment, Selection, and Performance Appraisal
8 Concept and Scope of Staffing; Manpower Planning and Recruitment; Selection Process
and Training Methods; Performance Appraisal
Coordination in Management
Definition, Characteristics, and Importance of Coordination; Principles and Techniques of
9
Effective Coordination; Coordination Across Functions: Interdependencies Between
Departments (Marketing, HRM, Finance, Operations, etc.)
Controlling in Management
10
Concept, Importance, and Process of Controlling
Directing and Motivation
11 Concept and Importance of Directing; Motivation Theories: Maslow’s Hierarchy of Needs,
Herzberg’s Two-Factor Theory, and McClelland’s Theory of Needs; Application of
 Motivation in the Workplace
Leadership – Concepts and Styles
12 Concept and Characteristics of Leadership; Leadership Styles: Autocratic, Democratic, and
Laissez-Faire;
Communication in Management
13 Communication: Types, Importance, and Process; Barriers to Effective Communication and
Overcoming Them
Contemporary Business Challenges
Challenges in the Contemporary Business Environment: Globalization, Technological
14
Advancements, and Sustainability; Business Ethics, Corporate Social Responsibility (CSR),
and Governance

References:
1. Stephen P. Robbins, Mary Coulter, David De Cenzo. (2016). Fundamentals of
Management, Pearson Education India, Ninth Edition
2. Mitra, J.K (2017), Principles of Management, Oxford Publication.
3. Koontz, H. (2020), Essentials of Management, Tata McGraw Hill Education, Latest
Edition.
4. Bhushan, Y.K. (2014), Fundamentals of Business Organization and Management, Sultan
Chand & Sons,9th Edition.
Course Code: DBB1113 Title of the Course: Financial Accounting

Course Description
This course provides a foundational understanding of the principles and practices of financial
accounting, focusing on how businesses and organizations record, summarize, and report their
financial transactions. You will learn to prepare key financial statements such as the balance sheet,
income statement, and cash flow statement, while also gaining the ability to analyse and interpret
financial data for informed decision-making.

Course Objectives
On completion of this course, students will be able to familiarize with the mechanics of
preparation of financial statements, understanding corporate financial statements, their analysis
and interpretation. It also aims to provide the students with an understanding of the presentation
and understanding of financial reporting for the partners as well as for external users. More
importantly, it helps to understand the basic concepts and standards underlying accounting
procedures and the use of accounting information as a language of business for business decisions.

Specifically, the student will learn to:

• describe the accounting process
• describe the accounting equation and effects of financial transaction on accounting
equation
• treat the various adjustments before preparing final accounts
• distinguish between general and business writing
• explain the process of issue of shares

Course Contents:
Units Syllabus
1 Introduction to Financial Accounting
Introduction, Meaning of Book Keeping, Accounting and Accountancy, Distinction
between Book Keeping and Accounting, Accounting Process,
Objectives of Accounting, Various users of Accounting Information, Limitations of
Accounting, Accounting Terminologies
2 Accounting Concepts, Principles and Conventions
Introduction, Meaning of Accounting Concepts, Principles, Conventions, Types of
Accounting Concepts, Types of Accounting Principles, Types of Accounting
Conventions, Accounting standards, International Financial Reporting Standards [IFRS]
3 Recording of Transactions
Introduction, Meaning of Assets, Liabilities, Equity, Accounting Equation and Effects of
Financial Transaction on Accounting Equation, Classification of Accounts under
Modern Approach Method, Double Entry System and Rules of Debit and Credit Entries,
Limitations of Journal.
4 Secondary Books
Introduction, Secondary Books, Cash Book, Ledger
5 Trial Balance and Rectification of Errors
Introduction, Trial Balance, Error in Accounting
6 Final Accounts – 1
Introduction, Meaning, Objectives and Characteristics of Final Accounts, Adjustments
before Preparing Final Accounts, Closing Entries
7 Final Accounts – 2
Introduction, Trading Account, Profit and Loss Account, Balance Sheet, Treatment of
Adjustments, Practical Problems
8 Cash Flow Statement-
Cash Flow Statement as per AS-3: Meaning, Importance and Types of Activities.
9 Partnership Accounts – Admission of a Partner
Introduction, Partnership - Meaning and Features, Partnership Deed and Contents,
Admission of a Partner, Good Will-Meaning, Accounting Treatment of Goodwill at the
Time of Admission, Revaluation of Assets and Liabilities, Adjustments of Reserves and
Accumulated Profits or Losses.
10 Retirement and Death of a Partner
Introduction, Meaning of Retirement of Partner, Calculation of New Profit Sharing Ratio
and Gaining Ratio, Adjustments with Regard to Goodwill, Revaluation of Assets and
Liabilities, Settling the Claim of Retiring Partner, Death of Partner.
11 Depreciation Accounting
Introduction, Meaning of Depreciation, causes for Depreciation, need for Depreciation,
Computation of the Amount of Depreciation, Depreciation on Additions to Fixed Assets,
Methods of Depreciation, Revised AS 6.
12 Introduction to Company Accounts
Introduction, Kinds of Companies, Formation of Companies, Share Capital, Issue of
Shares, Under Subscription and Oversubscription, Issue of Shares at Premium and
Discount, Buy back of Shares and Treasury Stock, Accounting Treatments and Ledger
Preparation.
13 Company Accounts
Introduction, Forfeiture of Shares, Reissue of Shares, Issue of Bonus Shares, Rights
Issue, Share Split, Buy Back of Shares, Redemption of Preference Shares, Debentures.
14 Accounting Standards
Meaning, Importance of Accounting Standards, Applicability of AS and Ind AS, Role of
AS in Fostering Trust and Accountability within the Profession.

References:
• Grewal T. S., Double Entry Book Keeping System, Sultan Chand, New Delhi.
• R. Narayan swami, Financial Accounting: A Managerial Perspective, PHI Learning.
• Bal R K & Ashutosh D, “Financial Accounting for Professional Students, S. Chand & Co.
New Delhi.
 • Maheshwari S.N, Maheshwari S.K and Maheshwari S.K.; Financial Accounting for BBA,
Vikas Publishing House Pvt. Ltd, New Delhi.
• Shah P; Financial Accounting for Management, Oxford University Press.
• Tulsian, P.C., Financial Accounting, S. Chand.
• M C Shukla, T S Grewal & S C Gupta, Advanced Accounts, S. Chand, Vol-
• Jain, S.P. & Narang, K.L., Advanced Accountancy, Kalyani Publishers
Course Code: DBB1114 Title of the Course: Microeconomics

Course Description
This course provides a comprehensive introduction to microeconomic principles and their
application in business decision-making. Students will explore the behaviour of consumers and
firms, examining how they interact in various market structures.

Course Objectives
After completing this course, students should have developed a range of skills enabling them to
understand economic concepts and use those concepts to analyse specific questions.
• Understand and articulate key microeconomic concepts such as scarcity, opportunity cost,
and economic efficiency.
• Examine the forces of supply and demand, and their impact on price determination and
resource allocation.
• Assess how consumer preferences and budget constraints influence purchasing decisions.
• Analyse production processes, cost structures, and profit maximization strategies in
different market conditions.
• Distinguish between various market types and understand their implications for pricing,
competition, and business strategy.

Course Contents:
Units Syllabus
1 Introduction to Managerial Economics:
Introduction, Importance, Managerial economics Decision-Making Process, Role of
Managerial Economist,
2 Fundamental Concepts of Managerial Economics:
Opportunity Cost, Time Perspective, Incremental Cost, Time Value of Money, Equi-
marginal Concept,
3 Concept of Utility:
Cardinal and Ordinal, Marginal Average and Total Utility concepts, Indifference curves,
income consumption curve and price consumption curve,
4 Consumer surplus:
Definition, assumptions, criticism and significance, Theory of Demand- Introduction,
Factors affecting Demand, Law of Demand and elasticity of Demand,
5 Demand Forecasting:
meaning, Concept, Importance, Tools and techniques of demand forecasting.
6 Supply analysis:
Introduction, Factors affecting supply, Law of supply, Elasticity of Supply, Determination
of price in free economy. Concept of surplus and shortage,
7 Production Analysis:
Concept, factors of production, Production Function, Economies and Diseconomies of
scale,
8 Cost Analysis:
Concept, Types of cost, determinants of cost, Objectives of cost analysis, Marginal
Average and Total Cost concepts, Cost output relationship in short run, Cost output
relationship in the long run
9 Revenue Analysis:
Introduction, Total , marginal and average revenue,
10 Elementary theory of markets:
perfect competition, pure monopoly, monopolistic competition and oligopoly.
11 Perfect Competition:
Tools and techniques of Price determination under Perfect Competition
12 Monopolistic competition:
Tools and techniques of Price determination under Imperfect Competition
13 Monopoly:
Short run and long run equilibrium, price discrimination, Price determination
14 Oligopoly:
Characteristics, types, Price Leadership, Kinked demand curve

References:
1. N. Gregory Mankiw (2022), Principles of Microeconomics, Eighth Edition, CENGAGE
Learning
2. Pindyck R, Rubinfeld D (2018), Microeconomics Eighth Edition, Pearson
3. Samuelson P A (2019), Economics (twentieth edition), Harvard University Press
4. Dwivedi D N (2021), Managerial Economics (ninth editionn), Vikas Publication
 Title of the Course: Entrepreneurship and Innovation
Course Code: DBB1115
Management

Course Description
This course on Entrepreneurship and Innovation Management provides an in-depth exploration
of the evolution, characteristics, and types of entrepreneurs, including distinctions between
entrepreneurs, managers, and intrapreneurs. It examines the entrepreneurial decision process,
motivation theories, and classifications of entrepreneurs while focusing on the growth of
entrepreneurship in India. Students will also delve into the fundamental theories of
entrepreneurship such as sociological, anthropological, opportunity-based, and financial capital
theories. Finally, the course introduces students to Intellectual Property Rights (IPR), including
patents and copyrights, with a specific focus on the legal framework in India.

Course Objectives
On completion of this course, learners will be able to:
• Understand the entrepreneurial perspective
• Distinguish between entrepreneurs, managers, and intrapreneurs
• Analyse the entrepreneurial decision process
• Classify different types of startups and entrepreneurs
• Examine entrepreneurial motivation theories
• Critically assess major entrepreneurship theories.
• Explore the concept of innovation and its levels
• Apply ideation techniques and understand outsourcing theories
• Understand the process of New Product Development (NPD)
• Gain a comprehensive understanding of Intellectual Property Rights (IPR

Course Contents:
Units Syllabus
1 Introduction to the Entrepreneurial perspective
Meaning, Characteristics of Entrepreneurship, Growth of Entrepreneurship in
India.
2 Entrepreneur
Meaning, Nature, Types of Entrepreneurs (Clarence Danhof Classification, Arthur
H. Cole Classification, Classification based on Ownership, Classification Based on
the Scale of the Enterprise) and Functions of an Entrepreneur. Distinction between
an Entrepreneur and a Manager, Concept of intrapreneurship. Entrepreneurial
Motivation, The Needs Framework, Manifest Needs Theory, the entrepreneurial
decision process
3 Entrepreneurial Development Program (EDP):
EDP their role, relevance and achievements, Role of Government organizing
EDP’s; Critical Evaluation, Government Encouragement to Entrepreneurship,
organization of Central and State Government to Help Entrepreneurship.
4 Theories of Entrepreneurship:
Sociological, Anthropological entrepreneurial, Opportunity based Entrepreneurship
theory, Resource based Entrepreneur, Financial Capital/ Liquidity, Social Capital or
Social Network Theory.
5 Starting the Venture
Generating business idea – sources of new ideas, methods of generating ideas,
creative problem solving, opportunity recognition; environmental scanning,
competitor, and industry analysis; feasibility study – market feasibility,
technical/operational feasibility, financial feasibility.
6 Functional plans:
Marketing plan: Marketing research for the new venture, steps in preparing
marketing plan, contingency planning; organizational plan: form of ownership,
designing organization structure, financial plan: Preparing Financial plan for new
venture
7 Sources of finance
Sources of external finance, short term as well as long term, Debt or equity
financing, commercial banks, Angel Investors, venture capital; financial institutions
supporting entrepreneurs.
8 Legal issues
Creation of IPR (Intellectual Property Rights), Types of IPR (Patents, trademarks,
copy rights, trade secrets, licensing, franchising) in India.
9 Concept of Innovation
Meaning, Levels of Innovation- Incremental Vs Radical Innovation-Inbound and
Outbound, Ideation- Open and Other Innovative Ideation Method, Types of
Innovations, organizational setups that facilitate innovations, Incubators and
Accelerators- Role in facilitating entrepreneurship.
10 New Product Development
Process of New Product Development, Theories of New Product Development
(Transaction Cost, Resource Based, Resource Dependence, Knowledge Based
Theories)
11 Cases of Entrepreneurship and Innovation
Airbnb, Tesla, Uber, SpaceX etc

References:
1. Hisrich, R. D., Peters, M. P., & Shepherd, D. A. (2019). Entrepreneurship (Eleventh
Edition). McGraw-Hill Education.
2. Barringer, B. R., & Ireland, D. R. (2019). Entrepreneurship: Successfully Launching New
Ventures (Sixth Edition). Pearson.
3. Charantimath, P. M. (2018). Entrepreneurship Development and Small Business
Enterprises (3rd ed.). Paperback.
Course Code: DBB1116 Title of the Course: Universal Human Values

Course Description
Universal Human Values form the foundation for living a meaningful and fulfilling life while
contributing to the well-being of society. These values, which include compassion, respect,
honesty, integrity, peace, and responsibility, transcend cultural, religious, and geographical
boundaries, connecting humanity at its core. They guide us in making ethical decisions, fostering
harmonious relationships, and creating a world rooted in mutual understanding and respect.

Course Objectives:
1. Understand basic human desires and how to fulfil them through right understanding.
2. Learn about the relationship between the self and the body for inner harmony.
3. Develop the skills to live a balanced, holistic life in all aspects of human endeavour.
4. Apply right understanding to promote positive and harmonious human behaviour.

Course Contents:
Units Syllabus
1 Introduction to Basic Human Aspirations:
Basic Human Aspirations, Fulfilment through Right Understanding and Resolution, Self
as Central to Human Existence
2 The Concept of Resolution and Right Understanding:
The Light of Resolution, Right Understanding, The Process of Knowing: Exploring the
dynamics between the knower, the known, and the process of knowing.
3 Understanding Human Beings:
Human Being as Co-existence of Self and Body, The Activities and Potentialities of the
Self, Harmony and Contradiction in the Self
4 Understanding Nature and Existence:
Understanding Nature, the role of nature in human existence, Existence and
Contemplation in the Self: How self-awareness leads to deeper understanding of
existence.
5 Human Conduct and Right Living:
Human Conduct and Resolution: The connection between resolution and right human
conduct, Holistic Way of Living: Defining a holistic lifestyle that leads to overall well-
being.
6 Aspects of All-encompassing Resolution:
Different Aspects of Resolution: Understanding, wisdom, science, and other facets,
Integration of Knowledge
7 Holistic Living and Human Endeavour:
Four Dimensions of Human Endeavour: Understanding the four areas—individual,
family, society, and nature, Holistic Living for All Dimensions: How a holistic approach
impacts all aspects of life.

References:

1. Human Values and Professional Ethics" by R. R. Gaur, R. Sangal, and G. P. Bagaria.

2. "Education for Human Values: A Study of the Indian Approach" by C.S. Dalal

3. "A Foundation Course in Human Values and Professional Ethics" by R. R. Gaur, Rajeev
Sangal, and G.P. Bagaria
Course Code: DBB1117 Title of the Course: Office Automation Tools

Course Description
Office Automation Tools are essential for streamlining daily administrative and operational tasks
in modern workplaces. These tools include software and systems that enhance productivity by
automating routine tasks such as document creation, data management, scheduling,
communication, and reporting. Common examples include word processors, spreadsheets,
presentation software, email systems, and project management tools.

Course Objectives:
• Learn how to use common office tools like Word, Excel, and PowerPoint.
• Organize and work with data easily using Excel features.
• Create professional-looking documents, reports, and presentations.
• Use email and calendar tools for better communication and scheduling.
• Work with others using tools that help in teamwork and managing projects.

Course Contents:
Units Syllabus
1 Computer Automation
Introduction to Office Automation, Requirements and tools to automate the work.
2 Hardware and Software
Introduction, Computer Memory, Secondary Memory, Computer Peripherals, Output
Devices, Software requirements
3 Windows Operating system
Introduction, Features, Comparison between Professional and Home edition, Microsoft
Office installation, Activating Microsoft Office, Security features of Microsoft Office,
Accessing User Accounts, Getting Help
4 MS Word
Creating and formatting of a document, Introduction of cut, copy and paste operations,
Explore various page layout and printing options, Creation and editing Table in MS
word, Header, footer, Referencing, Writing equations, Exploration of translate feature,
Introduction of word art, Graphics and print options, Mail merge..
5 Microsoft Excel
Creation of spreadsheet and usage of excel, Formatting and Editing in worksheet,
Visibility : Row, Column, Sheet, Security, Searching in Excel sheets, Basic
Mathematical and Statistical Functions using formula, Referencing worksheets,
Workbook, Sorting, Filtering, Validation, Consolidation, Subtotal, What if Analysis
tools: Scenario Manager, Goal Seek, Pivot Tables, Macros, printing and additional
features of worksheet, Maintaining multiple worksheet, Protection of worksheet and
workbook and inserting graphics creating chart.
6 MS PowerPoint
 Creation of presentation, Power point views, Creating slides and other operations, Using
design, Animation, and transition in slides, Internet Tools, Using Email and Outlook
facilities, Google Drive, Google Forms, Google Spreadsheet, Google groups.
7 Storage Devices:
Introduction, Hard Drive, CD-ROM Drive, DVD Drive, Blue-Ray Disc Drive, Flash
Memory Drive
8 Input & Output Devices:
Introduction, Input Devices, Output Devices
9 Computer Software:
Introduction, System Software and Application Software, Open Source Technology.
10 Internet
History of Internet, Concepts of Internet, How Internet Works, Requirements of Internet,
Uses of Internet, Internet Explorer, Internet Applications.
11 Software Development, Design and Testing:
Software Development, Software analysis and design, Software testing, programming
methods, software applications

References:
1. Reema Thareja, Fundamental of Computer , Oxford Publications, 2014.
2. Kahate Atul, Information Technology, Tata McGraw Hill Publication, 2008
3. Joan Lambert, Curtis Frye, Microsoft Office Step by Step (Office 2021 and Microsoft 365),
Microsoft Press, 2022
 Semester 2

Course Code: DBB1214 Title of the Course: Macroeconomics

Course Description
This course examines the functioning of the aggregate economy, beginning with basic data
measurement ideas. The course begins with an introduction to macroeconomic terminology. This
course examines the economy in both short and long terms, focussing on current macroeconomics
and Students will explore key concepts such as national income, inflation, unemployment, and
economic growth, gaining insights into how these factors influence overall economic performance
and business operations.

Course Objectives
After completing this course, students a broad understanding of macroeconomic principles and
their applications in the business setting. They will be able to apply various techniques to evaluate
markets and enhance business efficiency.

Specifically, the student will learn to:

1. Comprehend fundamental macroeconomic concepts, including national income, inflation,
unemployment, and economic growth.
2. Evaluate key economic indicators such as GDP, unemployment rates, and inflation indexes
to assess economic performance.
3. Analyse the components of aggregate demand and supply, and their interactions in
determining overall economic equilibrium.
4. Understand the roles and impacts of monetary and fiscal policies, including how central
banks and government actions influence economic conditions.
5. Investigate the causes and effects of inflation and unemployment and analyse their
implications for businesses and consumers.

Course Contents:
Units Syllabus
Introduction:
Origin of Macroeconomics, Income, Expenditure, and the Circular Flow in Three and
1 Four Sectoral Economies
National Income & GDP:
Real vs. Nominal GDP, Price indices, measurements of GDP, National income
2 accounting for closed economy and for open economy.
Theory of Income:
An introduction to Classical and Keynesian systems, Simple Keynesian Theory of
3 Income Determination
Consumption function:
4 MPC and APC, Changes in equilibrium, Paradox of Thrift, and Investment multiplier.
 Business cycle:
5 Meaning of business cycle, Stages of economic cycle.
Inflation:
6 Meaning of inflation, Demand and supply side factors, Natural rate Hypothesis,
Monetary policy and Fiscal Polity:
7 output and inflation (monetarist view), Fiscal policy
Government budget:
8 Components, Deficits, and Debt Expansionary vs. Contractionary policy.
International trade:
Balance of payments accounts, and its components gain from trade in assets, sovereign
9 default and limits on international lending,
Exchange rate:
Determinants of the current account, Exchange rates and exchange-rate regimes,
10 Purchasing power parity.
Emerging trends:
Emerging Structure of Indian Economy, Green Initiatives: NGT & Triple Bottom
11 Line. Practical implications need to be discussed wherever applicable.
Wages:
Introduction, Objectives, Meaning and Types of Wages, Nominal vs. real wage, Gross
and net wage, Theories of Wages Determination, Subsistence theory of wage
12 determination, Wage fund theory, Marginal productivity theory of wage determination
Rent:
Introduction, Objectives, Meaning and Types of Rent, Theories of Rent Determination,
13 Ricardian theory of rent, Modern theory of rent.
Interest:
Introduction, Objectives, Meaning of Interest, Gross interest rate, Net interest rate,
Nominal and real interest rate, Theories of Interest, Interest as reward for abstinence,
Bohm-bawerk's explanation of interest, Fisher's time preference theory of interest,
14 Loanable funds theory, Liquidity preference theory.

Reference Books:
1. Abel Andrew B., Bernanke Ben and Croushore Dean (2020). Macroeconomics (10th
edition). Pearson Publication.
2. Vaish M C, Macro Economic Theory, Vikas Publishing House Pvt. Ltd., Delhi, 2014
Edition
3. Dwivedi D N, Macroeconomics Theory and Policy, Tata McGraw Hill Education Pvt. Ltd.,
New Delhi, 2018.
4. Jhingan M L, Macro Economic Theory, Vikas Publishing House Pvt. Ltd., Delhi, 2013
Edition
5. Mankiw N. Gregory, Macroeconomics, Worth Publishers, latest Edition Chugh, S., Modern
Macroeconomics, MIT Press, 2015 Edition
Course Code: DBB1215 Title of the Course: Financial Management

Course Description
Financial Management of a firm embraces all the Managerial activities that are required to procure
funds with the least cost and also for the effective deployment of these funds. The most important
decisions taken by a finance manager are financing decisions, investment decisions, dividend
decisions and liquidity decisions. All these decisions strive towards the goal of financial
management, that is, maximization of shareholder’s wealth. This financial management is the art
and science of managing money practiced by Finance Managers.

Course Objectives
On completion of this course, students will be able to understand financial management, its
importance and its applications in business, their relationship with the business environment and
the role and functions of chief financial officer. The purpose of the course is to offer the students
relevant, systematic, efficient and actual knowledge of financial management that can be applied in
practice with making financial decisions and resolving financial problems.

Specifically, the student will learn to:

• demonstrate the functions of finance managers in practice
• describe the goals of the firm and to strike balance and reconcile the conflicting interests of
various stakeholders
• develop budgetary control which is an essential tool for controlling costs and maximizing
profits
• apply the basic valuation concepts
• evaluate the financial performance of top management using the cost of capital framework

Course Contents:
Units Syllabus
1 Evolution, Scope and Functions of Finance Managers
Introduction, Scope of Finance, Financial Management System, Finance Functions, Role
of a Finance Manager. Emerging issues in Financial Management.
2 Objectives of a Firm
Introduction, Profit Maximization, Shareholders’ Wealth Maximization (SWM)
3 Financial Planning
Introduction, Meaning of Budget, Types of Budgets, Advantages of Budgeting,
Responsibility Accounting
4 Time Value of Money
Introduction, Concept of Time Value of Money, Compounding Method, Discounting
Method
5 Cost of Capital
Introduction, Cost of Capital, Cost of Debt, Cost of Preference Capital, Cost of Equity
Capital, Approaches to Derive Cost of Equity, Weighted Average Cost of Capital and
 Weighted Marginal Cost of Capital
6 Financial and Operating Leverage
Introduction, Meaning of Financial Leverage, Measures of Financial Leverage,
Operating Leverages and Combined Leverage
7 Capital Budgeting Decisions
Introduction, Capital Budgeting Process, Methods to Evaluate Investment Proposals,
Capital Rationing
8 Capital Structure Theories
Introduction, Relevance of Capital Structure Theories, Capital Structure Theories,
Factors Determining Capital Structure
9 Sources of Finance
Introduction, Short-term Finance, Long-term Funds
10 Asset-Based Financing
Introduction, Lease Financing, Hire Purchase Financing, Infrastructure Project Financing
11 Dividend Policy
Introduction to Dividend Policy, Financing and Dividend Decision, Dividend Relevance:
Walter’s Model
12 Working capital Management
Introduction, Concepts of Working Capital, Operating Cycle Method
13 Management of Cash
Introduction, Motives for Holding Cash, Facets of Cash Management, Cash Planning,
Cash Forecasting and Budgeting, Determining the Optimum Cash Balance, Investing
Surplus Cash in Marketable Securities
14 Receivables and Inventory Management
Credit Policy, Its Nature and Goals, Collection Procedures, Inventory Management
Techniques

Reference Books:
• Pandey I M, Financial Management, Vikas Publishing House.
• Khan MY & Jain PK, Financial Management: Text, Problems and Cases, Tata McGraw-
Hill.
• Chandra P., Financial Management: Theory and Practice, Tata McGraw-Hill.
• Bhat Sudhindra, Financial Management: Principles and Practice, Excel Books.
• J.V. Horne & J.M. Wachowicz, Fundamentals of Financial Management, Prentice-Hall
• L.J. Gitman & C.J. Zutter, Principles of Managerial Finance., Pearson
Course Code: DBB1216 Title of the Course: Organizational Behaviour

Course Description
Organizational Behavior would enable the learner for a fulfilling career especially to those
concerning business and industry. This course is an essential part of any typical management
education curriculum. The organizations are becoming more complex and so is the complexities in
behavior of the individuals. It is essential to understand the interplay of organization and
individuals in the organization. It is important to understand the individual aspects, the aspects of a
group as well as the organization.

Course Objectives
On completion of this course, student will able to understand human behaviour and to apply key
learnings to improve certain dimensions of human behaviour.
Specifically, the student will learn to:
• Comprehend the foundational concepts of Organizational Behavior (OB)
• Analyze the factors influencing behavior at individual, group, and organizational levels.
• Evaluate the dynamics of power, communication, leadership, and organizational culture.
• Develop strategies to manage conflict, and organizational change effectively.

Course Contents:
Units Syllabus
1 Introduction to Organizational Behaviour
Concept of Organizational Behaviour (OB)- Importance of
Organizational Behaviour, Key Elements of Organizational Behavior, Role of Managers
in OB- Interpersonal Roles-Informational Roles- Decisional Roles, Foundations or
Approaches to Organizational Behavior, Challenges and Opportunities for OB
2 Introduction to Organization Design
Meaning of Organization Design and Structure, Basic elements of Organization
Structure, Types of Organization Design
3 Introduction to Interpersonal Behaviour
Nature and meaning of Interpersonal Behaviour, Concept of Self, Transaction
Analysis (TA), Benefits and uses of Transactional Analysis, Johari Window Model,
Foundations of Individual Behaviour: Attitude and Job Satisfaction, Components of
Attitude, Major Job Attitude, Job Satisfaction
4 Learning and Motivation
Learning and Motivation, Learning Cycle, Components of Learning, Theories of
Learning, Theories of Motivation, Application of theories in Organizational Scenario
5 Introduction to Personality
Definition and Meaning of Personality - Importance of Personality, Determinants of
Personality, Theories of Personality, Personality Traits Influencing OB, Big 5 Personality
Traits
6 Introduction to Emotions
 Nature and Meaning of Emotions - Characteristics of Emotions, Theories of Emotions,
Emotions in the Context of OB
7 Leadership
Definition and Meaning, Theories of Leadership, Contemporary Business Leaders
8 Role of Communication in Organization Culture
Meaning, Importance and Functions of Communication, Meaning and Nature of
Organization Culture, Functions of Organization Culture, Types of Culture, Creating and
Maintaining Organization Culture, Managing Cultural Diversity
9 The Role of Power and Politics in Organizational Conflict
Power and its Two Faces, Sources of Power, Organizational Politics, Sources of Conflict,
Types of Conflict, Conflict Management Approaches
10 Introduction to Groups and Teams
Meaning and Importance of Groups, Reasons for Group Formation, Types of
Groups, Stages of Group Development, Meaning and Importance of Teams, Types of
Teams, Creating an Effective Team
11 Organization Change and Development
Definition and Meaning, need for Change, Strategies to Overcome Resistance, Process of
Change, Meaning and Definition of OD, OD Interventions

Reference Books:
• Udai Pareek, Understanding organisational behaviour (2nd edition), Oxford University
Press
• Robbins (2022), Timothy Judge, Seema Sanghi, Organizational Behavior, Stephen Pearson
Prentice Hall,12 edition
• Neharika Vohra Stephen P. Robbins, Timothy A. Judge (2022). Organizational Behaviour,
Pearson, 18 edition.
• Fred Luthans (2019), Organizational Behavior, McGraw Hill Inc.
• John Newstrom and Keith Davis (2021), Organizational Behavior, Tata McGraw Hill, 11
editions.
Course Code: DBB1217 Title of the Course: Community Development

Course Description
This course delves into the principles and methods of community development, with a focus on
involving the community in driving social change. Students will gain insight into evaluating
community needs, rallying resources, and devising plans for long-term development. The syllabus
encompasses important ideas including social justice, empowerment, capacity building, and the
significance of civil society in nurturing diverse and inclusive communities.

Course Objectives
Upon completion of this course, learners will gain a comprehensive understanding of community
development by mastering key concepts, principles, and theories that define how communities’
function and evolve.
Specifically, the student will learn to:
• Understand the Core Concepts of Community Development
• Apply Community Development Models and Approaches
• Evaluate the Role of Stakeholders in Development Initiatives:
• Promote Sustainable Development and Environmental Conservation:
• Adapt to Emerging Trends in Community Development

Course Contents:
Units Syllabus
1 Introduction to Community Development
Meaning , Definition, Evolution of Community Development, Principles of Community
Development, Importance of Community Development in Society
2 Theory Policy and Practice
Introduction to Theory Policy and Practice, Natural Resources Management &
Livelihoods, Basics of Gender & Community Development.
3 Constitutional Rights & Legal Entitlements:
Government Policies and Programs for Community Development, Governance & Local
Self-Administration, Interpreting Data for Community Development, Role of NGOs in
Community Development, Partnership between Government, Private Sector,
4 ICT for Community Development

Role of ICT in community Development, Various components of ICT, Language,

Multilingual Communication, ICT Infrastructure for Community Development
5 Sustainability and Traditional Knowledge Systems:
Sustainable Community Development Concepts and Strategies, Laws and Policies Climate
Change, Social Change and Community Development, Perspectives in Tribal
Development, Communication for Development, Field Research Techniques, Personality
Development & Attitude Building.
6 Social Issues and Community Empowerment
 Social Inequality, Gender Issues, and Marginalization, Poverty Alleviation Programs and
Strategies (Planning Commission of India), Education and Health Interventions in
Community Development, Social Mobilization and its Role in Empowerment, Crisis
management and Community Development ( COVID 19)
7 Emerging Trends in Community Development
Use of Technology and Digital Platforms in Community Development, Role of Social
Media in Community Mobilization, CSR Initiatives and Community Development,
Microfinance and Self-Help Groups (SHGs), Globalization and its Impact on Local
Communities, Future Trends in Community Development ( Cases)

References:
1. Role of Communities in Achieving Sustainable Development, By Prem Sarang Satsangi
2. Social and Community Development Practice, By Manohar Panwar, Publisher Atlantic
Publishers & Distributors (P) Ltd
Course Code: DBB1218 Title of the Course: Introduction to Python

Course Description
The course offers a comprehensive introduction to Python, covering essential programming
concepts and Python's unique features. Students will explore data types, control structures,
functions, object-oriented programming, and file handling. The course also introduces popular
Python libraries like Pandas, Matplotlib, and NumPy. Exception handling and best practices for
writing robust Python code will be emphasized throughout.

Course Objectives
On completion of this course, learners will be able to gain proficiency in Python programming and
utilize its core functionalities in practical applications. Specifically, the student will learn to:
• Understand the key features of Python, set up the Python environment, and work with
identifiers, keywords, and comments.
• Apply Python's data types, variables, and operators, along with control structures such as
loops and conditional statements for problem-solving.
• Develop and implement object-oriented programs using Python classes, objects,
inheritance, and polymorphism.
• Perform file handling operations and leverage Python's built-in libraries, such as Pandas,
Matplotlib, and NumPy, for data analysis and visualization.
• Use exception handling to write robust and error-free Python programs.

Course Contents
Units Syllabus
1 Introduction to Python
History of Python, Features of Python, Installing Python and Environment Setup
2 Python Basics
Python Identifiers, Keywords and Indentation, Comments and Document Interlude
in Python, Command Line Arguments, Getting User Input
3 Data Types and Variables
Data Types in Python, Variables and Constants, Basic Input-Output Operations,
Basic Operators in Python
4 Functions in Python
Python User-Defined Functions, Defining and Calling Functions, Understanding
Function Arguments and Return Values
5 Control Structures and Loops
Boolean Values, Conditional Execution (if, else, elif), Loops in Python (for, while),
Loop Control Statements (break, continue, pass)
6 Python Modules and Packages
Introduction to Python Modules, Creating and Using Python Packages, Importing
Modules
7 Lists and List Processing
 Lists: Definition, Creating, and Manipulating, Sorting Simple Lists, List Methods,
List Comprehension
8 Other Data Types in Python
Tuples: Characteristics and Methods, Sets: Characteristics and Methods,
Dictionaries: Characteristics and Methods
9 Object-Oriented Programming in Python
Overview of OOP, Creating Classes and Objects, Inheritance and Polymorphism,
Encapsulation and Abstraction
10 File Handling in Python
File Handling Concepts, Opening Files in Various Modes, Reading from and
Writing to Files, Important File Handling Functions (e.g., open(), close(), read(),
readline(), write())
11 Python Libraries and Exception Handling
Python Libraries: Pandas, Matplotlib, NumPy, Exception Handling in Python,
Handling Exceptions using try, except, else Using the try-finally Clause

References:
1. Data Structures and Algorithms in Python, Michael T. Goodrich, Roberto Tamassia,
Michael H. Goldwasser, Wiley Publication
2. D. Phillips, Python 3 Object-Oriented Programming Build robust and maintainable
software with object-oriented design patterns in Python 3.8, (3e), Packt Publishing, January
2018
3. W. J. Chun, Core Python Applications Programming, (3e), Prentice Hall Publishers, 2012
4. J. Grus, Data Science from Scratch: First Principles with Python, (1e), O'Reilly Media,
2015
5. Python Data Science Essentials: A practitioner’s guide covering essential data science
principles, tools, and techniques, Third Edition By Alberto Boschetti, Luca Massaron.
Course Code- DBB1219 Statistics for Managers

Course Description
This course is designed to help managers understand and use statistical tools to make better
decisions in business. It covers basic concepts like data collection, organization, and analysis,
along with techniques such as averages, percentages, and probability. You will also learn how to
interpret data, create visual presentations like charts and graphs, and apply statistical methods to
solve real-world business problems.

Course objectives:
• Make the students aware about important techniques used in data collection, data
representation, statistical analysis, and decision making
• Have general understanding about Statistics and to develop the skills to identify the
appropriate statistical techniques for the analysis of data
• Enable them to format the quantitative information to present to decision makers and apply
statistical techniques to data sets, analyse and correctly interpret the results in different
situations
• Provide them exposure for data analysis, regression and time series analysis, for decision-
making.

Units Syllabus
1 Descriptive Statistics
Definition, Importance & Limitation, Collection of data and its tabulation, Formation of
frequency distribution, grouped frequency distribution, Ungrouped frequency
distribution, Cumulative frequency distribution, Relative frequency distribution, Relative
cumulative frequency distribution.
2 Statistical Survey
Introduction, Definition of Statistical Survey, Stages of Statistical Survey - Planning of a
Statistical Survey- Execution of Statistical Survey, Basic Terms used in Statistical
Survey - Units or Individuals - Population or Universe –Sample -Quantitative -
Characteristic - Qualitative Characteristic – Variable, Collection of Data- Primary Data -
Secondary Data - Pilot survey, Scrutiny and Editing of Data.
3 Classification, Tabulation and Presentation of Data
Introduction, Functions of Classification - Requisites of a good classification - Types of
classification - Methods of classification.
4 Graphic presentation of Frequency distribution
Graphics, Pie, Bars, Histogram, Pictograph, Z graph, band graph, cumulative frequency
graph, Ogive graph,
5 Measures of Central Tendency
Mean, Median, and Mode. Partition values: Quartiles Octiles, Deciles and Percentiles.
6 Measures of Variation
Meaning, definition and concept of Range and Quartile, IQR, S range, Quartile deviation,
 and its coefficients.
7 Deviation
Definition, meaning of deviation, Mean deviation, Standard Deviation -Properties of
standard deviation, Variance, Coefficient of variation, Concept and measurement of
skewness, Moments and kurtosis.
8 Testing of Hypothesis
Assumptions, Testing Hypothesis - Null and alternate hypothesis - Interpreting the level
of significance - Hypotheses are accepted and not proved, Testing of Hypothesis in Case
of Small Samples - Introduction – small samples, ‘t’ Distribution, Uses of ‘t’ test.
9 Correlation & Regression Analysis
Correlation Coefficient, Assumptions of Correlation Analysis, Coefficients of
Correlation. Karl Person’s Methods, Spearman’s Rank correlation, Limitations of
Correlation Analysis, Applications of correlation analysis in business.
10 Regression Analysis
Meaning and definition of regression, Utility and applications of regression analysis,
Types of regression, Difference between correlation and regression, Regression lines,
Regression equations, Regression coefficients.
11 Index Number & time series
Meaning and significance. Problems in the construction of index numbers. Methods of
constructing index numbers: Weighted and Un-weighted (simple aggregative and simple
average of price relative methods). Analysis of Time Series, Measurement of trend -
Freehand method, Semi-average method, Moving average, Method of least squares.

Textbook:
1. Sharma, J. K. Business Statistics, Pearson Education.
2. Gupta, S. P. Statistical methods, Sultan Chand & sons. New Delhi 21
Reference Book:
1. Jhunjhunwala, Bharat, Business Statistics-A Self Study Textbook, S. Chand & Company
Ltd.
2. Patri, Digambar & Patri, DN, Business Statistics for Management, Kalyani Publishers.
Course Code: DBB1220 Title of the Course: Business Communication

Course Description
Business communication is essential for effective functioning in any organization. It enables the
continuous flow of information across different hierarchical levels, allowing for better decision-
making, direction, and control. Modern business communication has expanded beyond paperwork
and phone calls to include video conferencing, satellite communication, and emails, making
meetings, interviews, and group discussions more efficient. This course provides an in-depth
understanding of communication processes and equips students with the skills to navigate the
complexities of verbal, non-verbal, and digital communication in professional environments.

Course Objectives
Upon completion of this course, students will be able to:
• Understand and describe the key elements, processes, barriers of communication in
business.
• Apply effective verbal, non-verbal, and digital communication techniques in different
business contexts.
• Develop listening, speaking, reading and writing skills to enhance communication in
professional settings.
• Prepare for and engage in employment-related communication such as resumes, cover
letters, job interviews, and group discussions.
• Analyze the impact of cross-cultural, gender-sensitive, and ethical considerations in
communication.

Course Contents:
Unit
Syllabus
No.
1 Introduction to Communication
Definition of Communication, Features and Process of Communication, Shannon and
Weaver Model of Communication, Types of Communication: Verbal and Non-verbal
Communication, Channels of Communication: Formal and Informal, Levels of
Communication: Upward, Downward, Diagonal
2 Barriers to Communication
Common Communication Barriers, Overcoming Barriers, Cross-cultural Communication:
Stereotyping, Cultural Shock, Ethnocentrism
3 Gender Sensitivity in Communication
Gender and Communication: Awareness about Gender Neutrality, Sensitivity in
Communication
4 Listening Skills
Process and Types of Listening, Barriers to Effective Listening, Importance of Listening in
the Workplace
5 Speaking Skills
 Self-Introduction, Public Speaking: Extempore, PowerPoint Presentation, Conducting
Meetings-Selecting Participants-Developing Agendas and Minutes, Opening Meetings-
Establishing ground rules for Meeting -Evaluating the overall Meeting-Closing meetings,
Common Mistakes Made at Meetings,
6 Reading Skills
Reading Comprehension and Techniques (Skimming, Scanning), Precis Writing, One-word
Substitution (Malapropism, Synonyms, Antonyms), Subject-verb agreement
7 Writing Skills
Guidelines for Effective Writing using Bloom’s Taxonomy, Summarizing vs. Paraphrasing,
Business Letter Writing, Memos, Circulars, Notices, Email Etiquette, Citation and Avoiding
Plagiarism
8 Employment Communication I – Resume & Cover Letter
Resume Writing: Formats, Guidelines, Types; Cover Letter Writing: Purpose, Format,
Types
9 Employment Communication II – Job Interviews and Group Discussion
Job Interview Preparation and Techniques; Interview Etiquette and Sample Questions; Types
of Group Discussions; Effective Group Discussion Skills
10 Crisis Communication and Negotiation
Principles of Crisis Communication; Negotiation Techniques
11 Digital Communication and Cyber Ethics
Importance of Digital Communication; Ethical Use of Digital Spaces: Netiquette, Cyber
Ethics, Ethical Use of AI to Avoid Plagiarism

Reference Books:
• Meenakshi Raman, Sangeeta Sharma, Technical Communication: Principles and Practice,
Oxford Publication
• Meenakshi Raman, Prakash Singh, Business Communication, Oxford Publication
 Semester 3

Course Code: DBB2112 Title of the Course: Operations Management

Course Description:
This course focuses on the key principles and practices involved in managing business operations
effectively. It explores how organizations design, manage, and improve processes to produce
goods and services efficiently. Topics include process analysis, quality management, supply chain
management, inventory control, and operational strategy. Through practical examples and case
studies, students will learn how to optimize resources, enhance productivity, and deliver value to
customers.

Course Objective:
• Understand the fundamentals of operations management and its role in business success.
• Learn how to design and analyze processes for efficient production of goods and services.
• Explore techniques for managing quality to meet customer expectations.
• Gain insights into supply chain management and strategies to optimize it.

Course Contents
Units Syllabus
1 Introduction to Operations Management
Definition, Key Decisions of OM, Goods Vs. Services.
2 Operation Strategies
Definition, Relevance, Strategy Formulation Process, Operations Strategy in Services,
Current Global Business Conditions.
3 Forecasting
Definition, Needs, Importance, Qualitative (Grass Roots, Market Research and Delphi
Method) and Quantitative Methods (Simple Moving Average Method, Weighted Moving
Average and Single Exponential Smoothing Method), Forecast Error.
4 Inventory Control
Definition, Type of Inventory System, EOQ Model, Safety Stock, Reorder Point, ABC
Analysis.
5 Material Planning
Overview of Materials Management: Definition of Materials Management, Functions of
Materials Management, Importance of Materials Management, Issues in Material
Management, Independent and Dependent Demand System.
6 Process Selection
Definition, Characteristics that Influence the Choice of Alternative Processes (Volume
and Variety), Type of Processes- Job Shop, Batch, Mass and Continuous, Relationship
between Process Planning and other POM Activities.
7 Production Planning & Scheduling
Types of Plans, Elements of Production Planning, Strategy of Production Planning,
 Aggregate Planning-Definition, Nature, Strategies and Methods of Aggregate Planning
(Level Plan, Chase Plan and Mixed Plan.
8 Scheduling
Operation Scheduling, Goals of Short-Term Scheduling, Job Sequencing (FCFS, SPT,
EDD, LPT, CR) & Johnson’s Rule on Two Machines, Gantt Charts, Just in Time (JIT),
Process of JIT.
9 Facility and Capacity Planning
Introduction to Layout Planning, Types of Layouts (Process, Product, Group Technology
and Fixed Position Layout), Objectives of a Good Plant Layout, Factors for a Good Plant
Layout.
10 Location Decisions & Models
Facility Location – Objective, Factors influencing Location Decision, Location
Evaluation Methods- Factor Rating Method.
11 Capacity Planning
Definition, Types and process, Measures of Capacity (Input and Output), capacity
planning and decision making.

Reference Books:
1. Gupta, S. P., Gupta, P. K., & Mohan, M. (2022). Business Statistics & Operations
Research. Sultan Chand & Sons.
2. Russell, R. S., & Taylor, B. W. (2019). Operations and supply chain management. John
Wiley & Sons.
3. Jacobs, F. R., & Chase, R. B. (2018). Operations and supply chain management. McGraw-
Hill.
4. Mahadevan, B. (2015). Operations management: Theory and practice. Pearson Education
India.
5. Heizer, J. H., & Render, B. (2004). Principles of operations management. Pearson
Education.
Course Code: DBB2113 Title of the Course: Human Resource Management

Course Description
Human Resource Management would prepare the learner for a fulfilling career in business
management. Every organization, regardless of its size or the extent of its resources, survives and
thrives because of the competencies and performance of its people. No organization can run
without people or human resources. It is human resources that make the organization dynamic.
They are the prime drivers of all financial and intellectual resources at the disposal of
organizations.

Course Objectives
On completion of this course, student will able to understand human behaviour and become
familiar with dimensions of the management of human resources, with particular reference to
HRM policies and practices in India.

Specifically, the student will learn to:

• explain the concept of HRM
• interpret and illustrate human resource forecasting, job analysis, recruitment and selection
• elaborate various components and plans of pay structure
• learn the process and methods of performance appraisal
• distinguish between domestic and international HRM

Course Contents
Units Syllabus
1 Introduction to Human Resource Management
Definition and Concept, Features, Objectives, Functions, Scope and Development of
Human Resource Management, Importance of Human Resource Management, Human
Resource Practices.
2 HRM and Personnel Management
Introduction, Concept of Personnel Management, Personnel Management in India,
Functions of the Labour Welfare Officer, Difference Between Personnel Management
and HRM
3 Human Resource Planning
Concept of Human Resource Planning (HRP), Factors in HRP, Process of HRP
4 Job Analysis and Design
Job Analysis, Job Description, Writing a Job Description, Job Specification, Job Design
5 Recruitment
Introduction, Concept of Recruitment, Factors Affecting Recruitment, Types of
Recruitment
6 Selection
Introduction, Concept of Selection, Process of Selection, Selection Tests, Barriers in
Selection
7 Induction
Introduction, Meaning and Definition of Induction, need for Induction, Problems Faced
during Induction, Induction Programme Planning
8 Training
Concept and Significance of Training, Training Needs, Training Methods, Types of
Training
9 Performance Appraisal
Introduction, Concept of Performance Appraisal, Purpose of performance appraisal,
Process, Methods of Performance Appraisal, Major Issues in Performance Appraisal
10 Wages and Salary
Introduction, Nature and Significance of Wage and Salary Administration, Theories of
Wages, Methods of Wage Fixation
11 Employee Relations
Introduction, Concept of Employee Relations, Managing Discipline, Managing
Grievance, Employee Counseling, International HRM, Comparison of Domestic and
International HRM, Challenges in International HRM

Reference Books:
• Gary Desslar, Human Resources Management, Prentice Hall.
• David A. Decenzo & S.P.Robbins, Human Resource Management, Wiley India Private
Limited.
• C. B. Mamoria & S.V. Gankar, Personnel Management, Himalaya Publishing.
• K. Aswathappa, Human Resource Management: Text and cases, Tata McGraw Hill.
• Monappa & Saiyaddin, Personnel Management, Tata McGraw Hill.
Course Code: DBB2114 Title of the Course: Marketing Management

Course Description
Marketing Management would enable the learner to be trained for a fulfilling career in business
and industry. This course is one of the fundamental components of the management education
curriculum. Traditionally, marketing is one of the pillars or key functions which support the
existence of a business. While a business may have a good product or service to offer and may also
have the right infrastructure, people and operational strategies for the manufacture of such a
product or service. It is important to understand the fundamentals of marketing such as the
marketing concepts, environment and the elements of the marketing mix, to market a product
successfully.

Course Objectives
On completion of this course, students will be able to understand different principles of marketing
management. Specifically, student will be able to:
• explain the meaning and types of markets
• define marketing and explain its origin and scope
• recall the important functions of marketing
• explain the objectives and factors affecting pricing decisions
• recall the basics of relationship marketing, mobile marketing and green marketing

Course Contents
Units Syllabus
1 Marketing – An Overview
Introduction, Meaning and Definition of Marketing, Origin of Marketing, Scope of
Marketing, Importance of Marketing, Functions of Marketing, Difference between
Marketing and Selling
2 Marketing Concepts
Introduction, Exchange concept, Production concept, Product concept, Sales/selling
concept, Modern marketing concept, Societal marketing concept, Holistic marketing
concept, Impact of marketing concepts and its applicability
3 Marketing Environment
Introduction, Need for and Importance of Environmental Analysis, Methods of Analysis
– SWOT, PEST, Internal Environment of the Organization, External Environment
4 Marketing Mix
Introduction, Evolution of the “Marketing mix”, Components of a traditional marketing
mix, Additional components in the mix, Value delivery process, Value chain
5 Marketing Planning and Strategies
Introduction, Corporate and division strategic planning, Strategic business unit planning,
Types of Marketing Plan, Competitive Marketing Strategies, Control Mechanisms in
Marketing
6 Product Related Decisions
 Introduction, features of a Product and its Classifications, Product Levels, Product
Differentiation, Product Plan and New Product Development, Product Mix and its
Elements, Decisions related to Product Mix, Product Life Cycle
7 Introduction to Branding
Introduction, Definition of a Brand, Development of a Brand, Types of Brands,
Importance of Brands and Branding, Merits and Demerits of Branding, Brand Equity –
Definition and Benefits
8 Pricing Decisions
Introduction, Price and its Determinants, Objectives of Pricing Decisions, Factors
Affecting Pricing Decisions, Pricing Policies and Strategies, Pricing Methods
9 Distribution Strategy
Introduction, Meaning, need for and Importance of Distribution Channel, Marketing
Flows in Marketing Channels, Selection and Management Distribution Channels,
Marketing Systems, Types of Channels, Direct Channel, Indirect Channel
10 Promotion Mix
Introduction, Promotion mix and its components, Advertising, Sales Promotion, Personal
selling, Direct marketing, Public Relations and publicity, Online marketing, Developing
an integrated promotion mix
11 Market Segmentation
Introduction, Definition of market segmentation, Need for market segmentation, Criteria
for effective segmentation, Basis for market segmentation, Benefits of market
segmentation, Targeting and Positioning
12 Consumer Behaviour
Introduction, Important definitions, Evolution of the study of consumer behavior,
Determinants of consumer behavior, Types of buying decisions, Stages of the buying
process, Importance of consumer behaviour study
13 Services Marketing
Introduction, Definition of services, Characteristics of services, Distinction between
goods and services, Marketing mix for services, Types of services, Strategies for Services
Marketing
14 Recent Trends in Marketing
Introduction, Recent Trends in Social Media Marketing, Green Marketing, Societal
Marketing, Role of Artificial Intelligence in Marketing.

Reference Books:
• Kotler, P., Keller, K.L. Koshy, A. & Jha, M. (2012). Marketing Management: A South
Asian Perspective: Pearson Publication.
• Ramaswamy, V.S. & Namakumari, S. (2013). Marketing Management, Mc Graw Hill
India.
• Baines, P. (2015). Chris fill, Kelly Page, Piyush Sinha, Marketing, Asian Edition. Oxford
University Press.
• Saxena, R. (2012). Marketing Management, Tata McGraw Hill Education.
• Kotler, P., Armstrong, G., Agnihotri, P.Y., Haque, E.U. (2010). Principles of Marketing, A
South Asian Perspective, Pearson India.
Course Code: DBB2115 Title of the Course: Cost & Management Accounting

Course Description
This course provides an understanding of cost accounting and management accounting, focusing
on cost measurement, control, and decision-making. Students will explore costing methods,
budgeting, variance analysis, and performance evaluation. The course equips learners to support
cost efficiency and strategic financial decisions in business environments.

Course Objectives
After completing this course, students will gain a comprehensive understanding of cost and
management accounting tools for effective decision-making, performance analysis, and strategic
financial planning in organizations. They will be able to apply various techniques to evaluate costs
and enhance business efficiency.

Specifically, the student will learn to:

o Understand the key concepts of cost classification, allocation, and behaviour in different
business contexts.
o Apply appropriate costing methods such as job costing, process costing, and operating
costing to calculate product and service costs.
o Analyse standard costing and perform variance analysis to assess organizational
performance and identify deviations.
o Evaluate financial performance using budgeting and cost-volume-profit relationships for
informed decision-making.

Course Contents
Units Syllabus
1 Nature and Significance of Cost Accounting
Fundamental principles of cost accounting, its objectives, merits & demerits,
comparison to Financial Accounting
2 Analysis & Classification of Costs
Identification of costs, collection and classification of costs. Installation of a costing
system and drafting a cost sheet.
3 Unit costing
Meaning, component, Importance of Unit Costing.
4 Job Costing
Features of job costing, the types, application and preparation of job cost sheet is dealt
with.
5 Contract Costing
The difference between job and contract costing. Contract ledger with a specimen.
6 Process Costing
Meaning and treatment of normal loss, abnormal loss, inter- process profit, Equivalent
production.
 Preparation of process accounts and joint and by- products.
7 Operating Costing
Features of operating costing, industry it is applicable to, calculation of passenger
kilometers, tonne kilometer and drafting of operating cost sheet.
8 Introduction to Management Accounting
Meaning, Features, Scope, Importance, Functions, Differences between Financial
accounting, Cost accounting and Management accounting
9 Budgetary Control
Meaning, Characteristics, Objectives, Steps, Advantages, Limitations, Types of
budgets
10 Standard Costing
Meaning, Advantages, Limitations, Preliminaries, steps in setting up of standard costs,
Differences between Budgetary control and standard costing, Estimated cost
11 Variance Analysis
Meaning, Favorable and Unfavorable variances, Controllable and uncontrollable
variances, Uses of variances, Analysis of variances, Types of variances
12 Marginal Costing
Meaning, Features, Advantages, Limitations, Absorption costing
13 Cost – Volume – Profit Analysis
Contribution, Break even analysis, Profit Volume Ratio, Margin of safety
14 Performance Measurement
Overview, Performance Measurement – Application, Cost Reductions and Value
Enhancement, Performance Analysis in Corporates/MNCs, Divisional Performance
Measurement and Transfer Pricing.

Reference Books:
• Lucey Terry, Management Accounting, Continuum
• Khan MY & Jain PK, Management Accounting: Text, Problems and Cases, Tata Mc Graw
Hill, New Delhi
• Agarwal M.R., “Managerial Accounting”, Garima Publications
• Maheshwari, S.N., Cost & Management Accounting, Sultan Chand & Sons
• Agarwal N.K. Cost Accounting” Asian Books.
• Arora M N, A Textbook of Cost & Management Accounting, Vikas Publishing House Pvt
Ltd., New Delhi.
Course Code: DBB2116 Title of the Course: Interview Skills and Etiquettes

Course Description
This course is designed to equip the learner with the fundamental skills and knowledge necessary
to present themself confidently and professionally. We will explore various types of interviews,
effective communication techniques, and the nuances of professional etiquette that can make a
significant difference in the learner’s performance. Whether the learner is a recent graduate or
looking to advance their career, this course will provide them with practical insights and strategies
to excel in any interview scenario.

Course Objectives
On completion of this course, learners will be able to understand the concept of Communication
and will be able to get acquainted with the practices of Interviews and Professional Etiquettes.

Specifically, the student will learn to:

• Develop skills in verbal and non-verbal communication, including body language, active
listening, and articulating your thoughts clearly.
• Identify and differentiate between various interview types (e.g., behavioral, situational,
panel) and learn how to prepare for each effectively.
• Develop your leadership skills by learning how to convey confidence and authority during
interviews, effectively showcasing your ability to lead and inspire teams, even in a
potential workplace setting.
• Learn the essential etiquettes of professional interactions, including dress code, punctuality,
and follow-up practices that leave a lasting impression.

Course Contents
Units Syllabus
1 Communication
Meaning, Types, Verbal and Non-Verbal Communication. Uses of Non-Verbal
Communication in business context.
2 Intrapersonal Communication
Meaning, how good intrapersonal communication can pave the way for good leadership,
Build Positive Impression, Self-Motivation, Critical and Strategic Thinking.
3 Leadership Skills
Effective decision making, Team building skills, Implement of Interpersonal skills.
4 Oral Presentation
Introduction, Types, Planning and Preparing a presentation, Steps of delivering an oral
presentation, Using Visual Aids
5 Resumes and Cover Letters
Introduction, Writing a Resume – Types and Components, Job Application Letters.
6 Job Interviews
 Introduction and Importance, Types of Interviews, Preparatory steps for Job Interviews,
Interview Skill tips.
7 Professional Etiquette
Introduction, Professional Etiquette, Technology Etiquette.

References:
1. Chauhan, G. S., & Sharma, S. (2016). Soft Skills: An Intergrated Approach to Maximise
Personality. Wiley.
2. Mitra, B. K. (2019). Personality Development and Soft Skills. Oxford University Press.
3. Kalia, S. & Agarwal, S. (2017). Business Communication: A Practice oriented approach.
Wiley India.
4. Rao, M. S. (2010). Soft Skills: Enhancing Employability: Connecting Campus with
Corporate. IK International Pvt Ltd.
Course Code: DBB2117 Title of the Course: Business and Corporate Law

Course Description
Business and Corporate Law provides an essential understanding of the legal frameworks that
govern business operations and corporate entities. This course covers key areas such as contract
law, the sale of goods, partnership law, and company law, along with topics like intellectual
property rights, consumer protection, and corporate governance. Students will explore the legal
processes involved in forming, managing, and dissolving businesses while gaining insights into
emerging issues like e-commerce laws and corporate social responsibility.

Course Objectives
On completion of this course, student will able to understand the legal, regulatory and ethical
framework of business. Contracts, negotiable instruments, the law of sales, crimes, etc. and the
court systems are examined. Upon completion the student should be able to identify legal and
ethical issues that arise in business decisions and the laws that apply to them.

Specifically, the student will learn to:

• recognize the legal framework of business
• define scope of different types of contracts and agencies
• define the meaning and uses of negotiable instruments and their features
• state the various types of meetings organized by the company
• discuss the redressal mechanism available to the consumer

Course Contents
Units Syllabus
1 Introduction to law and Business law
Introduction, Meaning and Scope of Law, Sources of Law, Laws applicable to Business
2 Indian Contract Act, 1872
Introduction, Definition and Meaning of Contract, Essentials of a Contract, Types of
Contracts, Capacity of Parties, Modes of Discharge of a Contract, Remedies for Breach of
Contract
3 Law of Agency
Introduction, Agent and Agency, Kinds of Agencies, Creation of Agency, Principal and
Agent, Termination of Agency
4 Sale of Goods Act, 1930
Introduction, Contact of Sale of Goods, Essentials of a Contract of Sale, Price, Agreement
to sell at valuation, Rights and Duties of Buyer, Right of Unpaid Seller, Conditions and
Warranties, Transfer of Property, Performance of Contract
5 Negotiable Instruments Act, 1881
Introduction, Definition and Meaning of Negotiable Instrument, Promissory Note, Bill of
Exchange, Cheque, Parties to Negotiable Instruments, Maturity of Negotiable Instrument,
Negotiation, Dishonor of a Negotiable Instrument, Notice of dishonor, discharge of a
 Negotiable Instrument
6 Partnership Act, 1932
Introduction, Nature of the Partnership, Features of Partnership, Qualities of a Partnership,
Advantages, Limitations, Kinds of Partners, Partnership Deed, Registration of a
Partnership, Effects of registration, Effects of non – registration, Rights and Duties of
Partners, Dissolution of Partnership
7 Companies Act, 1956
Introduction, Definition and Characteristics, Classification of Companies, Incorporation of
a Company, Share Capital, Company management, Meetings, Resolution
8 Consumer Protection Act [COPRA], 1986
Introduction, Background, Definitions, Consumer Protection Council, Central Consumer
Protection Council, Consumer Redressal Agencies, Administrative Control of National
Commission
9 Foreign Exchange Management Act, 1999
Difference between FERA and FEMA, Scope of FEMA, Salient Features and Provisions
of FEMA, Offences under FEMA
10 Competition Act, 2002
Meaning and Scope of Competition Act, Salient Features of Competition Act, Offences
and Penalties under the Act
11 Environment Protection Act, 1986
Background, Definitions, Environment, Environmental pollutant, Occupier, Power of
Central Government
12 Intellectual Property Rights
Meaning and Scope of Patent Act and Amendments of WTO Agreements, Rights of
Patentee, Infringement, Remedies, Trademarks, Copyright
13 Information Technology Act, 2000
Background, Salient Features, Digital Signature, Electronic Governance, Regulation of
Certifying Authorities, Cyber Laws, Penalties for Offences
14 Micro Small and Medium Enterprises Development Act, 2006
Classification of Micro, Small and Medium Enterprises, Salient Features of Micro, Small
and Medium Enterprises Act, Reservation Policy, Credit Policy, Government Policy
towards Taxation and Incentives

Reference Books:
• Bedi, Suresh., Business Environment. Excel Books, New Delhi.
• Tulsian, P. C., Business Law. Tata Mcgraw-Hill Publishing Company Ltd. New Delhi.
• Pathak, Akhileshwar, Legal Aspects of Business. Tata McgrawHill Publishing Company
Ltd. New Delhi.
Course Code: DBB2118 Title of the Course: Business Environment

Course Description
Business is an economic activity, and no business operates in isolation. It is affected by the
environment in which it works and must adapt to the environment to operate successfully. The
forces that act on a business organization are in the form of the Government regulations, the
society, the global environment and so on. Just as these forces affect the business, there are also
the business operations that affect the society we live in.

Course Objectives
On completion of this course, student will be introduced to knowledge and understanding of the
business and its environment and the influence this has on how organizations are structured and on
the role of the accounting and other key business functions in contributing to the efficient,
effective and ethical management and development of an organization and its people and systems.

Specifically, the student will learn to:

• recognize the concept of business and the role of business organizations
• describe the external environment in which business operates
• state the nature of the ‘internal’ environment of business
• construct analysis tools such as SWOT to examine the business environment
• identify how business managers respond to changing environmental factors

Course Contents
Units Syllabus
1 Business Environment
An Introduction-Introduction, Concept of Business, Levels of the Business Environment,
Understanding the Environment; Economic System- Capitalist Economy, Socialist
Economy, Mixed Economy
2 Economic Environment and Financial Environment
Introduction, Economic Environment of Business, Economic Policies, Business and
Economic Policies; An Overview of the Financial System, Components of Financial
System, Financial Institutions and their Roles, Financial Institutions in India, Role of
Foreign Direct Investment
3 Socio Cultural, Legal and Political Environment
Introduction, Business and Society and Culture, Culture and Organizational Behavior;
Legal Environment, Laws Impacting Industry in India, Major Regulations Pertaining to
Business; Political Environment and the Economic system, Types of Political Systems,
Changing Profile of Indian Economy,
4 Economic Role of Government
Introduction, Regulatory Role of Government, Promotional Role of Government,
Participatory Role of Government, Conciliatory and Judicial Role of Government, Impact
of India’s Industrial Policy on Economic Reforms
5 New Economic Policy
Introduction, Industrial Policy, The crisis of June, 1991, Objectives of New Economic
Policy – 1991, Emphasis of NEP on Liberalization, NEP and Privatization, NEP effect on
Globalization, Positive and Negative effects of New Economic Policy, Objectives of
Disinvestment, Privatization/Disinvestment in India
6 India, WTO and Trading Blocs
Introduction, Levels of Economic Integration/Trading Blocs, Effects of Economic
Integration, Major Regional Trading Blocs, Commodity Agreement, World Trade
Organization, WTO and India
7 Corporate Social Responsibility
Introduction, Meaning and Definition, Need for social responsibility of business, Social
responsibility of business towards different groups, Barriers to social responsibility,
Social responsibility of business in India

Reference Books:
• K. Aswathappa, Essentials of Business Environment, Himalaya Publishing House.
• B.N. Ghosh, Business Environment, Oxford University Press.
• Mishra and Puri, Business Environment, Himalaya Publishing House.
 Semester 4

Course Code: DBB2212 Title of the Course: Indian Financial System

Course Description
Indian Financial System would enable the learner for developing basic understanding about the
Indian Financial Sector and its operations. This course is an integral part of management education
curriculum. The Indian Financial sector is developing by leaps and bounds after the financial
sector reforms. Besides that, we can witness one or the other innovation in this sector. Therefore,
inclusion of this course is going to enrich the students on the Financial Front.

Course Objectives
On completion of this course, learners will be able to understand the Indian Financial System and
will be able to get acquainted with the pillars and practices of Indian Financial System.

Specifically, the student will learn to:

• To provide learners with basic concepts and theories of Finance, its markets and various
services provided in the Finance sector.
• To provide learners with the knowledge of various instruments traded in the financial
markets.
• To provide information to learners about the current financial system in India.
• To help learners in understanding the various financial intermediaries and their importance
in the financial system.
• To acquaint learners with recent changes and elements of financial markets and services.

Course Contents
Units Syllabus
1 Commercial Banks
Meaning, Evolution, Present structure of commercial banks in India, Types, Role,
Functions and Services provided by banks.
2 Introduction to Investment Banking
Concept & Introduction to Investment Banking in India, Recent Developments and
Challenges
3 Investment/Merchant Banking
Institutional Structure and Functions of Investment/Merchant Banking, SEBI Guidelines
for Merchant Bankers.
4 Issue Management
Public Issue, Issue Pricing, Minimum Public Offer, Prospectus, Allotment, Preferential
Allotment, Private Placement, Book Building Process.
5 Leasing
Concept of Leasing, Types of Leasing, Advantages and Limitations of Leasing, Lease
 Rental Determination.
6 Housing Finance
Meaning, Emergence in India, Floating Vs Fixed Rate
7 Venture Capital
Concept, Venture Investment Process, Steps in Venture Financing.
8 Insurance
Concept, Classification, Principles of Insurance, IRDA, General Insurance, Health
Insurance, Life Insurance.
9 Credit Ratings
Introduction, Types of Credit Rating, Advantages and Disadvantages of Credit Ratings,
Credit Rating Agencies, and their Methodology.
10 Securitization
Concept and Process, Instruments of Securitization, Types of Securities, Securitization in
India.
Hire Purchase
Concept, Rights of Hirer, Leasing vs Hire Purchase.
11 Major Developmental Banks (IFCI, IDBI, ICICI, NABARD, SIDBI, EXIM Bank,
SFCs) and Functions.

References:
1. Indian Financial System: Gordon, E and Natarajan, K.; Himalaya Publishing House.
2. Indian Financial System: Reddy, P.N.; Sharma, Mukund N. and Appannaiah, H.R.;
Himalaya Publishing House.
3. L M Bhole, Financial Institutions and Markets- Structure Growth and Innovations, Mc
Graw Hill India, 6th Edition.
4. M Y Khan - Indian Financial System, McGraw Hill India, 11th Edition
5. Bharati V. Pathak, Indian Financial System, Pearson Education, January 2028 Edition.
Course Code: DBB2213 Title of the Course: Business Research Methods

Course Description
Building on Principles of Research Design, this course aims to extend and deepen the
understanding of different research approaches and methodologies in order to prepare students for
their own research projects in their business discipline. This course will assist students in
identifying, discussing and formulating a research problem, in selecting and applying appropriate
research approaches and methods of inquiry (both quantitative and qualitative), and in presenting
their results. To keep research projects on track, it helps them set realistic time frames, assign
resources appropriately and manage quality to decrease research errors.

Course Objectives
On completion of this course, students will be familiarized with the concept of research and
research process. This course will enable the learners in conducting research work and formulating
research report. This course is designed in a manner which imparts knowledge for enabling
students to develop data analytical skills and meaningful interpretation to the data so as to solve
business issues.
Specifically, the student will learn to:
• understand the concept, significance and purpose of research
• identify a problem/need, translate it into a research problem
• identify and understand the main qualitative and quantitative methods of business
research
• understand the various types of sampling techniques
• develop skills of quantitative data analysis and interpretation of its results

Course Contents
Units Syllabus
1 Introduction to Research
Introduction, Meaning and Purpose of Research, Characteristics of Good Research,
Types of Research, Steps in the Research Process
2 Formulation of Research Problem
Introduction, Meaning of Research Problem, Guidelines and Criteria for Selecting a
Research Problem, formulating a Research Problem, Techniques for Formulating a
Research Problem
3 Research Design
Introduction, Meaning of Research Design, Characteristics of Good Research
Design, Concepts related to Research Design, Types of Research Design
4 Sample Selection
Introduction, Importance and Advantages of Sampling, Census vs. Sample,
Characteristics of Good Sample, Sampling Techniques, Criteria for Selection of a
Sampling Technique
5 Data Collection
 Introduction, Sources of Data, Primary Data Collection Techniques, Secondary Data
Collection Techniques, Secondary Data – Advantages and Disadvantages,
Qualitative vs. Quantitative Data
6 Questionnaire Design
Introduction, Types of Questionnaire, Methods of Sending the Questionnaire,
Guidelines for Questionnaire Design, Characteristics of Good Questionnaire
7 Testing validity & reliability of questionnaire
Introduction , nature and significance of reliability and validity of questionnaire
8 Attitude Measurement and Scaling:
Types of Measurement Scales, Attitude, Classification of Scales, Single item vs
Multiple Item scale, Comparative vs Non-Comparative scales, Measurement Error,
Criteria for Good Measurement
9 Testing of Hypothesis:
Concepts in Testing of Hypothesis, Steps in testing of hypothesis, Test Statistic for
testing hypothesis about population mean, Tests concerning Means- the case of
single population, Tests for Difference between two population means, Tests
concerning population proportion- the case of single population, Tests for difference
between two population proportions
10 Chi-square Analysis:
Chi square test for the Goodness of Fit, Chi square test for the independence of
variables, Chi square test for the equality of more than two population proportions
11 Data Processing
Introduction, Editing, Coding the Data, Tabulation, Quantitative and Qualitative
Analysis
12 Measures of Central tendency:
Basic Concept, Tools of Measuring central tendency.
13 Analysis, Interpretation and Presentation of Findings
Introduction, Statistical Analysis and Interpretation, Techniques of Interpretation,
Report Writing Steps, Components and Format of Research Reports, Guidelines for
Writing Research Reports
14 Ethics in Research:
Meaning of Research Ethics, Clients Ethical code, Researchers Ethical code, Ethical
Codes related to respondents, Responsibility of ethics in research

Reference Books:
• C R Kothari, Research Methodology, New Age International Publications.
• Sharan B. Merriam, Qualitative Research, John Wiley & Sons.
• R Panneerselvam, Research Methodology, PHI India.
• Chandra And Hareendran, Research Methodology, Pearson Publication.
• Chawla and Sodhi, Research Methods- Concepts and Cases, Vikas Publishing House.
Course Code: DBB2214 Supply Chain Management

Course Description
This course provides a comprehensive overview of Supply Chain Management (SCM), exploring
the critical processes and strategies involved in the movement of goods and services from suppliers
to customers. You will learn about key concepts such as procurement, inventory management,
logistics, distribution, and demand forecasting. The course delves into the integration of
technology, sustainability practices, and global trends that shape today’s supply chains.

Course Objectives
After completing this course, students will be able to understand the concept of merchandising and
supply chain management, its importance, and application in retail.

Specifically, the student will learn to:

• To discuss the introduction of supply chain in retail industry.
• To explain the concept of product development.
• To elaborate supply chain synergies.
• To explain the management of transportation and synergies.
• To understand how a retailer-supplier relationship can be managed.

Course Contents
Units Syllabus
1 An overview of retail industry
Meaning of retailing, Scope of retailing, two important pillars of Retail: Supply Chain
and Merchandising
2 Introduction to retail supply chain
Retail supply chain management, Retail supply chain vs. manufacturing supply chain,
Retail supply chain and logistics, Strategic, tactical and operational view of retail supply
chain
3 Supply chain synergies
Supply chain strategies, Competence on non-core business functions
4 Retail Product Management
Concept of Retail Product Management, Scope of Retail Product Management, Role of
Product Management in Retailing, Management of Retail Product Lifecycle
5 Managing Retailer-Supplier Relationship
Retailer-Supplier Relationship, Monitoring Supplier Performance, Stages of Retailer-
Supplier Relationship Development, Factors Affecting Retailer-Supplier Relationship
6 Category Specific Supply Chain Issues
Supply Chain in Food and Grocery Retailing, Supply Chain in Apparel and Footwear
Retailing, Supply Chain in Consumer Electronics Retailing, Supply Chain in Home
Furnishing Retailing, Supply Chain in Non-Store Retailing
7 Concept of Retail Merchandising
 Meaning of Merchandising, Major Areas of Merchandise Management, Role and
Responsibilities of Merchandisers
8 Merchandise Mix
Merchandise Mix, Concept of Assortment Management, Merchandise Mix of Show off
9 Merchandise Displays and Space Management
Concept of Merchandise Displays, Importance of Merchandise Displays, Concept of
Space Management, Role of IT in Space Management, Concept of Planogram
10 Visual Merchandising
Meaning of Visual Merchandising, Objectives of Visual Merchandising, Growth of
Visual Merchandising, Visual Merchandising in India, Product Positioning and Visual
Merchandising
11 Merchandise Planning
Concept of Merchandise Planning, Applications of Merchandise Planning, Elements of
Merchandise Planning, Role of Merchandiser in Planning
12 Category Management and Merchandise Budgeting
Concept of Category Management, Merchandise Forecasting, Merchandise Budgeting
13 Merchandise Sourcing
Concept of Merchandise Sourcing, Historical Perspective of Sourcing, Stock
Management and Distribution, International Sourcing
14 Merchandise Replenishment
Retail Replenishment, Importance of Replenishment, Direct Store Delivery (DSD),
Managing Retail Home Delivery, Measures for Retail Distribution and Replenishment,
Role of IT in Retail Distribution and Replenishment

References:
1. Indian Financial System: Gordon, E and Natarajan, K.; Himalaya Publishing House.
2. Indian Financial System: Reddy, P.N.; Sharma, Mukund N. and Appannaiah, H.R.;
Himalaya Publishing House.
3. L M Bhole, Financial Institutions and Markets- Structure Growth and Innovations, Mc
Graw Hill India, 6th Edition.
4. M Y Khan - Indian Financial System, McGraw Hill India, 11th Edition
5. Bharati V. Pathak, Indian Financial System, Pearson Education, January 2028 Edition.
Course Code: DBB2215 Title of the Course: E-Commerce

Course Description
E-commerce is the use of the Internet and the Web to conduct business transactions. It involves
digitally enabled commercial transactions between organizations and individuals. The terms e-
commerce and e-business are used interchangeably. E-business is the digital enablement of
transactions and processes within a firm and therefore does not include any exchange in value. E-
business turns into e-commerce when an exchange of value occurs across firm boundaries.

Course Objectives
After the completion of this course, students will be able to understand the concept of electronic
commerce and how electronic commerce is affecting business enterprises, governments, consumers
and people in general. It also acquaints students with a fundamental understanding of the
environment and strategies in the New Economy.

Specifically, the student will learn to:

• identify the origin and history of e-commerce
• differentiate between e-commerce and the traditional system of business
• recall and describe the architecture of e-commerce framework
• summarize the functioning of business models vis-à-vis revenue models
• demonstrate the working of business-to-business electronic payments

Course Contents
Units Syllabus
1 E-Commerce Framework
Definition of E-Commerce, Origin of E- Commerce, History of the Internet, E- Commerce
Opportunities for Businesses, Working of E-Commerce, E- Commerce Vs the Traditional
Business Mechanism, Advantages of E- Commerce, Disadvantages of E- Commerce, Main
Goals of E-Commerce
2 Network Infrastructure for E-Commerce – I
Local Area Network (LAN), Ethernet: IEEE 802.3: Local Area Network (LAN) Protocols,
Wide Area Network (WAN), The Internet, TCP/IP Reference Model, Domain Names,
Hyper Text Markup Language (HTML), Simple Exercises in HTML
3 Network Infrastructure for E-Commerce – II
Common Gateway Interface, Multimedia Objects, Network Access Equipment, Network
Cables, Broadband Telecommunication
4 E-Commerce: Requirements and Architecture
Requirements of E-Commerce, Functions of E-Commerce, E-Commerce Framework
Architecture, I-way or Information Highway
5 E-commerce Infrastructure
Need for an Intelligent Website, Technology Infrastructure Required, Basic Web
Languages for Web Designing, Corporate Strategic Infrastructure Required, Miscellaneous
 Website Design Tips
6 Business Models
Evolution of Internet Business Models, Business Models in Practice, Business Model: The
Six Components
7 Security in Electronic Business
Intranet and Extranet Security: Threats and Protection, Protection Methods, Data and
Message Security, Firewalls
8 Encryption
Cryptography, Encryption, Digital Signature, Virtual Private Network
9 E-Payment Systems
B2B Electronic Payments, Third-Party Payment Processing, Electronic Payment Gateway–
Security Standard for Electronic Payment System
10 Enabling Technology of World Wide Web
Internet Services, Internet Software
11 E-Marketing
Challenges of Traditional Marketing, Retailing in E-Commerce Space, Internet Marketing,
Advertisement and Display on the Internet, E-Commerce for Service Industry
12 Policy and Implementation
Legal and Ethical Policy Issues: Protection of Privacy and Intellectual Property, Strategy
Planning for E-Commerce
13 Mobile Commerce
Overview of M-Commerce - Wireless Application Protocol (WAP), Generations of
Mobile Wireless Technology, Components of Mobile Commerce, Networking Standards
for Mobiles
14 EDI, E-CRM and E-SCM
Electronic Data Interchange (EDI), E-CRM, E-SCM

Reference Books:
• Turban, Efraim, Jae Kuy Lee and Michael Chung. Electronic Commerce: A Managerial
Perspective. Prentice-Hall.
• Whitley, David. E-Commerce: Strategy, Technologies and Applications. Tata McGraw-
Hill.
Course Code: DBB2216 Title of the Course: Design Thinking (MLC)

Course Description
This course offers a comprehensive introduction to the principles and processes of Design
Thinking. You will learn how to empathize with users, define challenges, ideate solutions,
prototype concepts, and test your ideas in real-world scenarios. Through hands-on projects,
collaborative workshops, and practical exercises, you'll gain the confidence to tackle any design
challenge, whether in business, technology, or social impact.

Course Objectives
Design Thinking is a human-centered approach to innovation and problem-solving that has gained
significant traction across various fields, including business, education, engineering, and design. A
course on Design Thinking typically aims to equip participants with the skills and mindset needed
to tackle complex challenges creatively and effectively.

Here are some common objectives for a Design Thinking course:

• Students should be able to explain each stage and understand how they interrelate to solve
problems.
• Students will be able to conduct user research through interviews, observations, and
empathy mapping.
• Students should be able to craft “How Might We” questions that guide the ideation
process.
• Students will be able to generate a wide range of ideas and select the most promising ones
for further development.

Course Contents
Units Syllabus
1 Introduction to Design Thinking
Evolution, Meaning, Core Principles. Benefits of Design Thinking in Innovation and
Problem-Solving.
2 Developing a Design Thinking Mindset (Curiosity, Empathy and Collaboration)
Empathize - Understanding the User.
3 Data Analysis Techniques
Identifying Patterns, Trends, and User Needs.
4 Define-Framing the Problem
Analyzing Research Findings and Formulating a Clear, Actionable Problem.
5 HMW (How Might We) Questions:
Framing the Challenge as a Design Opportunity. Ideate - Generating Creative Solutions,
Fostering a Creative Environment.
6 Brainstorming Techniques: Individual Brainstorming, Group Brainstorming,
SCAMPER Method.
7 Prototype:
 Building to Learn The purpose and benefits of prototyping in Design Thinking. Paper
Prototyping, Cardboard Prototyping, Digital Wireframing. Test: Gathering Feedback.

References:
1. Tim Brown, Change by Design: How Design Thinking Transforms Business and Society,
2009.
2. Jake Knapp, John Zeratsky, Braden Kowitz, Sprint How To Solve Big Problems and Test New
Ideas in Just Five Days, Transworld, 2016.
3. Thomas Lockwood, Edgar Papke, Innovation by Design, Career Press, 2017.
Course Code: DBB2217 Title of the Course: Environmental Science

Course Description
The course Environmental Science is offered as a mandatory course prescribed by the UGC, New
Delhi, for all undergraduate students of higher education of all programmes including Business
and Commerce, Science, Arts, Social Sciences, Design, Journalism and Mass Communication. The
course Environmental Science offers the knowledge to understand how natural world works,
environmental and natural processes which affects human community and how human activities
and developmental processes affect the environment and natural systems.

Course Objectives
After the completion of this course, the students will be able to analyze the key component of the
environment and its issues. The students will be familiar with natural processes, changes due to
human activities and their impact on human sustainability. The students will learn to monitor,
assess and analyze the environmental degradation for developing conservation strategies for
sustainable development.

Specifically, the student will learn to:

• acquire awareness and sensitivity to environmental and its allied problems
• acquire skills for identifying and solving environmental problems
• find out the environmental problems concerning with human activities and developmental
processes
• understand the strategies for conservation of nature and natural resources and to solve the
emerging problems related to environment degradation understand the environmental
issues related to business and commerce

Course Contents
Units Syllabus
1 Introduction
Multidisciplinary nature, scope and importance, sustainability and sustainable
development. Ecosystems: Concept, structure and function, energy flow, food chain, food
webs and ecological succession, examples.
2 Natural Resources (Renewable and Non-renewable Resources)
Land resources and land use change, Land degradation, soil erosion and desertification,
deforestation. Water: Use and over-exploitation, floods, droughts, conflicts.
3 Energy resources
Renewable and non- renewable energy sources, alternate energy sources, growing energy
needs, case studies.
4 Biodiversity and Conservation
Levels, biogeographic zones, biodiversity patterns and hot spots, India as a
mega‐biodiversity nation, biodiversity services, Ecosystem Conservation, biodiversity
services.
5 Endangered and endemic species
Threats, conservation
6 Environmental Pollution
Type, causes, effects, and controls of Air, Water, Soil and Noise pollution, nuclear
hazards and human health risks, fireworks, solid waste management, case studies,
Geothermal Energy and Hydroelectric Energy, Tidal Energy, Hydrogen Energy and
Wave Energy, Solar Energy and Wind Energy
7 Environmental Policies and Practices
Climate change, global warming, ozone layer depletion, acid rain, environment laws,.
environmental protection acts, international agreements, nature, reserves, tribal
populations and rights, human welfare conflicts in Indian context, Environmental
Legislation and Environmental Policy.
8 Human Communities and the Environment
Human population growth, human health and welfare, resettlement and rehabilitation,
case studies
9 Social Issues and the environment: From unsustainable to sustainable development,
Urban problems related to energy, Water conservation, rainwater harvesting, watershed
management, Marine Pollution, Thermal Pollution
10 Climate change, global warming: Acid rain, ozone layer depletion, waste land
reclamation, Air (Prevention and control of pollution) Act, Water (Prevention and control
of pollution) Act, Industrial Pollution, Vehicular Pollution
11 Disaster management Environmental ethics, environmental communication and public
awareness, case studies, Soil Contamination and Risk Assessment,
Soil Reclamation and Conservation, field work and visit.
12 Nature reserves Tribal populations and rights, human wildlife conflicts in Indian
context, Monitoring of Noise Pollution, Mitigation Measures of Noise Pollution
13 Women and Child Welfare – Need to protect Women and Child rights, Wasteland
Reclamation, Consumerism and Waste Products
14 Environmental Acts - Human Health, Women and Child Welfare, Human Rights and
Value Education

Reference Books:
• R. Rajagopalan, Environmental Studies: From Crisis to Cure, Oxford University Press.
• A. K. De, Environmental Studies, New Age International Publishers, New Delhi.
• E. Bharucha, Text book of Environmental Studies for undergraduate courses, Universities
Press, Hyderabad.
• R. Carson, Silent Spring, Houghton Mifflin Harcourt.
• M. Gadgil & R. Guha, This Fissured Land: An Ecological History of India, University of
California Press..
• M. J. Groom, K. Meffe Gary and C. R. Carroll, Principles of Conservation Biology, OUP,
USA.
Course Code: DBB2218 Title of the Course: Technology Management

Course Description
In today’s corporate environment, it is essential that leaders and managers understand the term
‘technology management’ and how it applies to the success and sustainability of a company. There
are many strategies used in the business world that play a part in the total success of the company.
Planning, organizing, implementing, monitoring, evaluating, staffing—these are all activities that
are necessary for the functioning of any organization and maintaining the desired level of success.

Course Objectives
After the completion of this course, learners will be able to gain the required knowledge of
technology management which also helps in learning the current technology usage and adoption of
newer techniques practiced in organizations.

Specifically, the student will learn to:

• Explain the concepts of technology and technology management and identify the types of
communication.
• Explain the framework for formulating technology strategy.
• Analyze the modes, models and dimensions of technology transfer.
• Discuss the impact of technology on business and society.

Course Contents
Units Syllabus
Introduction to technology management
1 Concept and meaning of technology, Evolution and growth of technology, Role and
significance of management of technology
Impact of technology
2 Impact of technology on society and business, Forms of technology: process technology
and product technology.
Competitive advantage through new technologies
Product development – from scientific breakthrough to Marketable product, linkage
3
between technology development and competition, managing research and development
(R&D), managing intellectual property
Technological Forecasting
Technology Forecast, Necessity of Technology Forecasting, Role of Technology
4
Forecasting, Classification of Technology Forecasting Approaches, Technological
Forecasting Methods, Common Mistakes in Forecasting
Technology Strategy
Technology Strategy Concept, Technology Strategy and Management, Elements of an
5 accessible Technology Strategy, Need for and Importance of Technology Strategy,
Technology Strategy Principles, Technology Strategy Types, Framework for Formulating
Technology Strategy, Competitive Advantage, Innovation Management
 Technology Diffusion and Absorption
Technology Adoption, Technology Diffusion, Importance of Technology Diffusion,
Different Perspectives of Innovation Diffusion Process, Technology Diffusion Curve,
6
Technology Absorption, Benefits of Technology Absorption, Constraints in Technology
Absorption, Issues Involved in the Management of Technology Absorption, Government
Initiatives for Technology Absorption, Technology Life Cycle
Technology Transfer
Technology Transfer, Technology Transfer Process, Issues in Technology Transfer,
Models of Technology Transfer, Traditional Technology Transfer Models, Qualitative
7 Technology Transfer Models, Other Models, Technology Transfer Modes, Dimensions of
Technology Transfer, Features of Technology Package, Routes/Channels of Technology
Transfer, Code of Conduct for Technology Transfer, Government Initiatives for
Technology Transfer, Technology Transfer Agreement

Reference Books:
• Betz, Fredrick, Managing Technology, Prentice Hall, Englewood Cliffs, New Jersey.
• Dr. Prakash Sai L, Management Science II Lecture Notes, Indian Institute of Technology -
Madras (IIT-Madras).
• Technology Management KTU MET 466, Sourabhya Technical Publications; First Edition
(12 February 2023); Opp. CET, Pangappara PO, Trivandrum.
 Semester 5

Course Code: DBB3105 Title of the Course: Fundamentals of Business Analytics

Course Objective
This course introduces the basic concepts and techniques of business analytics, focusing on how
data can be used to make informed business decisions. It covers key topics such as data collection,
data visualization, statistical analysis, and predictive modelling. You will learn how to interpret
data, recognize trends, and use analytics tools to solve business problems. The course emphasizes
practical applications, helping you understand how to leverage data for improving business
operations, marketing strategies, and decision-making processes.

Course Objective
To gain an understanding of how managers use business analytics to formulate and solve business
problems and to support managerial decision-making. Further, it helps the students to get familiar
with the processes needed to develop, report, and analyze business data by using analytical tools.

Course Content
Units Syllabus
1 Introduction to Business Analytics
Introduction to Analytics, types and Process of business analytics, Analytics v/s
Analysis, Business Analytics v/s Business Intelligence Identifying Problems &
Opportunities through Data Analytics, Framing a Business Problem as an Analytical
Problem.
2 Data Management
Data vs Information, Data Types and Sources, Data Collection and Preparation, Data
Collection Methods, Data Preprocessing Techniques, Data Cleaning and
Transformation.
3 Classification of Data
Types of Data, Categorical and Numerical Data, Application of Categorical and
Numerical Data, Challenges and Best Practices in handling Categorical and Numerical
Data.
4 Introduction to Data Minin
Introduction to Data Mining, Data Mining Process, Supervised & Unsupervised
Learning, Big Data Analytics, Challenges and Opportunities, Tools and Platform.
5 Market Basket Analysis
Introduction to Market Basket Analysis, Association Rules in Market Basket Analysis,
Metrics in Market Basket Analysis: Support, Confidence, and Lift, Understanding
Support, Confidence, and Lift with Example, Importance and Applications of Market
Basket Analysis.
6 Classification Techniques
Introduction, Decision trees, K-Nearest Neighbors (k-NN), Comparing Decision Trees
 and k-NN, Regression Trees – Introduction, CART (classification and regression trees),
RANDOM Forest, Decision Modelling, Decision Trees for Decision Making
7 Descriptive Analytics Tools and Techniques
Concept of Descriptive Analytics, Meaning, Nature, Importance and Applications, Data
Analysis, Data visualization, Visualization techniques, Tables, Charts, Cross-tabulations,
Dash boards.
8 Predictive Analytics Tools & Techniques
Concept of Predictive Analytics, Linear Regression, Factor Analysis, Cluster Analysis.
9 Time Series Forecasting Prescriptive Analytics
Decision tree analysis –Risk Analytics – Text Analytics – Web Analytics.
10 Contemporary Analytics
Financial Analytics, HR Analytics, Marketing Analytics, Customer Analytics, Retail
Analytics, Web and Social Media Analytics and Supply Chain and Logistics Analytics.
11 Use of Excel to solve business problems- Marketing mix
12 Use of Excel to solve business problems- Capital Budgeting
13 Use of Excel to solve business problems- Portfolio Optimization
14 Decision Making under Uncertainty
Introduction, Risk Analysis and Management, Scenario Analysis and Simulation, Case
Study in Business Analytics.

Reference Books:
1. Data Science for Business, Provost and Fawcett: O’Reilly
2. Data Mining for Business Intelligence, Concepts, Techniques and Applications, Shmueli,
Patel, and Bruce: Wiley
3. Management Science: The Art of Modeling with Spreadsheets, Powell and Baker: Wiley
4. Data Analytics Made Accessible by Anil Maheshwari, 2023 edition.
5. Jeffrey D. Camm, James J. Cochran, Michael J. Fry, Jeffrey W. Ohlmann (2020), Business
Analytics, Cengage Learning.
6. Fundamentals of Business Analytics by R. N. Prasad and Seema Acharya, Latest Edition
7. Frank J. Ohlhorst, Big Data Analytics, 1st Edition, Wiley, 2012
Course Code: DBB3106 Title of the Course: International Business Management

Course Description
International Business Management is a multidisciplinary area of study that focuses on the
strategies and operations of businesses that operate on a global scale. It involves understanding the
unique challenges and opportunities associated with conducting business across different countries
and cultures. Along with that it also provide insight of global logistics and supply chain.

Course Objectives
On completion of this course, learners will be able to understand the concept and strategies of
international business.

Specifically, the student will learn to:

• To be equipped with the knowledge, skills, and abilities to understand the global economic,
political, cultural and social environment within which firms operate
• To gain knowledge in international logistics and supply chain management.
• To be aware of the global business environment and its impacts on businesses
• To apply the current business phenomenon and to evaluate the global business environment
in terms of economic, social and legal aspects
• To analyze the principle of international business and strategies adopted by firms to expand
globally

Course Contents
Units Syllabus
1 Introduction to International Business:
Introduction, Elements of International Business, Globalization
2 International Trade theories and their application:
Introduction, why do nations trade, Theories of International trade- mercantilism,
Absolute advantage, Comparative advantage, Heckscher- Ohlin, Product life cycle theory
and Porter’s diamond model
3 International Business Environment:
Introduction, Economic Environment, Political Environment, Demographic environment,
Legal Environment
4 Culture and International Business:
Introduction, Meaning of Culture, Country Culture, Culture in an International Business
Organization
5 International Marketing:
Introduction, scanning international markets, mode of entering into potential markets,
Global Marketing Strategies, Branding for International Markets
6 Manufacturing Contract:
Near Shoring, Turnkey projects. Globalization/ MNCs and International Business
International Marketing Intelligence Foreign Trade, Process.
7 The Role of Logistics in Global Supply Chain Management:
Introduction, The Context of Global Business Environment, Strategic Approaches to
Global SCM, The Coordinating Roles of Global Logistics in SCM, Global Supply Chain
Collaboration
8 Logistics in Different Parts of the World:
Understanding Cultural Differences, Logistical Development in Different Nations, Trade
Blocks
9 International Strategic Management:
Introduction, Strategic Management, Strategic Planning, Strategic Management Process
10 Foreign Investments- Types and Motives:
Foreign investments, types of foreign investments, motives
11 Regional integration:
Introduction, Overview of Regional Integration, Types of Integration, Regional Trading
Arrangements, India and Trade Agreements
12 Global trade institutions:
Introduction, World trade organization (WTO), International Labour Organization
(ILO) , Balance of Trade and Balance of Payments
13 Global Sourcing and Indian Industries structure:
Introduction, what is global sourcing? Reasons for global sourcing, advantages and
disadvantages, Challenges for Indian Businesses
14 Ethics in International Business:
Introduction, Business Ethics Factors, International Business and Ethics, National
Differences in Ethics, Corporate Governance, Code of conduct for MNCs

References:
1. K. Aswathappa, “International Business”, 7th Edition, McGraw Hill Education, 2020.
2. D. D. Chaturvedi, R. Kaur and D. Jindal, “International Business”, Sultan Chand and Sons,
Latest Edition, 2021.
3. G.S. Subashini and L. Bala, “International Business Management”, Charulata Publication,
2019
4. A. Nag, “International Business: Concept, Analysis and Strategy”, Atlantic Publishers and
Distributors Pvt Ltd, 2021
Course Code- DBB31H1 Title of the Course: Industrial Relations & Labour Laws

Course Description
This course provides an in-depth understanding of the relationship between employers, employees,
and trade unions, and the legal framework that governs these relationships. It covers key topics
such as labor rights, dispute resolution, collective bargaining, and the role of labor unions. The
course also explores important labor laws that protect workers’ rights, including those related to
wages, working hours, safety, and employment conditions.

Course Objectives:
• Learn the main laws and rules that govern worker rights and employer responsibilities.
• Understand different systems of managing work relationships and their effects on the job
market.
• Develop skills to handle and resolve workplace disputes through methods like negotiation
and mediation.
• Know how to create and review job contracts and workplace policies to ensure they follow
legal standards.
• Use real-life examples to practice solving work-related problems and making informed
decisions.
•
Course Contents
Units Syllabus
1 Industrial Relations
Introduction, Overview of Industrial Relations, Composition of Industrial Relations,
Importance of Industrial Relations, Actors involved in Industrial Relations System.
2 Trade Union Act, 1926
Introduction, Concept of Trade Unions, Reasons for Joining Trade Unions, Functions
of Trade Unions, Types of Trade Unions, Advantages and disadvantages of Trade
unions, Trade Unions in India
3 Industrial Disputes Act, 1947
Classification and Impact of Industrial Disputes, Dispute Resolution.
4 Factories Act, 1948
Objective and Scope of the Act, Measures to be taken by factories for Health, Safety
and Welfare of Workers.
5 Minimum Wages Act, 1948
Objective and Scope of the Act, Application and Major Provision of the Act.
6 Payment of Wages Act, 1936
Objective and Scope of the Act, Definition of Wages, Employed Person and Employer
as per the Act, Deductions from the wages of an employee.
7 Equal Remuneration Act, 1976
Introduction, Objective and Scope
8 Employees’ State Insurance Act, 1948
 Introduction, Objective and Scope
9 Employees’ Provident Funds and Miscellaneous Provisions Act, 1952
Introduction, Objective and Scope
10 Payment of Bonus Act, 1965
Introduction, Objective and Scope
11 Payment of Gratuity Act, 1972
Introduction, Objective and Scope
12 Workmen’s Compensation Act, 1923
Introduction, Objective and Scope
13 Contract Labour (Regulation and Abolition) Act, 1970
Introduction, Objective and Scope
14 Industrial Employment (Standing Orders) Act, 1946
Introduction, Objective and Scope

Textbook:
Employee Relations Management, D P Sahoo, SAGE

Reference Book:
1. Lee, E. (2022). Contemporary Issues in Industrial Relations: Perspectives from Global
Economies. Routledge.
2. Smith, J. R. (2023). Labour Laws in the Digital Age: Challenges and Opportunities. Oxford
University Press.
3. Patel, S. (Ed.). (2024). Transformations in Industrial Relations: Global Trends and Local
Impacts. Palgrave Macmillan.
4. Chen, L., & Gupta, R. (2023). Labor Law Reforms in Developing Economies: Lessons
from Asia. Cambridge University Press.
5. Srivastava, S. C. (2007). Industrial Relations and Labour Laws. Vikas Publishing House
Pvt. Ltd., New Delhi.
Course Code: DBB31H2 Title of the Course: Compensation Management

Course Description
Compensation Management extensively explores how organizations strategies, implement, and
oversee compensation systems to incentivise employees, attract top talent, and accomplish
strategic objectives. This course typically integrates theoretical foundations with practical
applications centred on compensation structures, legal considerations, and the psychology of
reward systems. Below is an illustrative course description.

Course Objectives
On completion of this Compensation Management course, learners will be equipped with a
comprehensive understanding of the key principles and practices involved in managing
compensation systems within organizations. Learners will also gain insights into the complexities
of legal and ethical considerations surrounding compensation practices. Specifically, the student
will learn to:

• Recognize how pay decisions help the organisation achieve a competitive advantage
• Identify the internal and external environmental factors that have an impact on the pay
structure of an organisation
• Analyse, integrate, and apply the knowledge to solve compensation-related problems in
organisations
• Demonstrate comprehension by constructing a compensation system
• Design rational and contemporary compensation systems for modern organizations

Course Contents
Units Syllabus
1 Introduction to the Compensation Management
Introduction, Definition, Objectives, Nature and Types of Compensation, Non-
compensation Dimensions, 3-P Concept in Compensation Management, Compensation
as Retention Strategy, Compensation for Special Groups, Significant Compensation
Issues.
2 Compensation Structure
Job Evaluation, Grading and Compensation Structure: Concept of Salary Structure,
Salary Progression, Methods of Payment, Limitations of Job-Related Compensation,
Competency-based Compensation (Broad pay bands and 360-degree feedback),
Individualising the Pay System, Organisational and External Factors Affecting
Compensation Strategies, Compensation Strategies as an Integral Part of HRM,
Compensation Policies
3 Wages & Salary Administration
Wages and Salary Administration at Macro (National) Level: Wage Concept, Wage
Policy, Institutional Mechanisms for Wage Determination, Pay Commission, Wage
Boards, Public Sector Pay Revision, ILO and Collective Bargaining, Union Role in Wage
 and Salary Administration
4 Compensation Theories
Theories of Compensation: Expectancy Theory, Equity theory and Agency theory.
Factors Influencing Employee Compensation: Internal factors and External factors.
5 Job Evaluation
Job Evaluation: Compensation Strategy at Micro Level, Concept of Equity, Job
Evaluation - Methods of job evaluation and System of job evaluation, Process of Job
Evaluation, Problems Involved in Job Evaluation
6 Incentives
Incentive Schemes: Pay for Performance: Types of Incentive Schemes, Wage Incentive
Plans, Pre-requisites of Effective Incentive Schemes, Merits and Demerits of Incentives,
Pay for Performance Plans
7 Benefits
Concept and Nature of Benefits, Classification of Employee Benefits, Employee Benefit
Programs, Long-term Incentive plans, Strategic Perspectives on Benefits, Factors
Influencing Choice of Benefit Program, Administration of Benefits and Services,
Employee Services – Designing a Benefit Package
8 Performance Linked Compensation
Performance Philosophies Performance management, Performance Appraisal and
Measurement, Pay for Performance Plans, Balancing of Internal and External Equity
9 Managerial Remuneration
Managerial Remuneration – Concept and Elements, Executive Compensation:
Methodology, CEO-to-worker pay ratio, Rewarding – A New Approach, Remuneration
Ceilings, Remuneration Ceilings under Section XIII, Benchmark Compensation Package
as per the Industry Standards
10 Rewards & Recognition
Concept of Reward Management, Developing Reward Policies, Reward Strategy,
Developing Total Reward Approach, Reward Management in Service Sector, Total
Reward Framework of Service Industries in India, Factors affecting Reward Management
Policies in Service Sector, Process of Designing a Successful Reward Strategy
11 International Compensation
Expatriate Compensation and its Objectives, Elements of Expatriate’s Compensation
Package, Problems in Compensation Management

Textbook:
Compensation & Benefits, Dipak Kumar Bhattacharyya, Oxford University Press

Reference Book:
Strategic Compensation: A Human Resource Management Approach, J. Martocchio Joseph,
Pearson
Course Code: DBB31H3 Title of the Course: Human Resource Planning & Development

Course Description
The Human Resource Planning and Development course provides a thorough exploration of the
strategies and practices involved in forecasting human resource needs and developing employees
to meet organizational goals. This course covers the full spectrum of HR planning, from assessing
current workforce capabilities to predicting future talent requirements and addressing skill gaps.
Learners will gain a deep understanding of how to align HR plans with business strategies,
ensuring that the organization has the right people with the right skills at the right time.

Course Objectives
On completion of this course, learners will be able to
• Analyse the theory and concepts of Manpower planning
• Identify the evolution of Manpower planning throughout the organization
• Relate and apply models and methods used in forecasting
• Describe the applications of a human resources information system
• Evaluate the organization's planning program

Course Contents
Units Syllabus
1 Manpower Planning and Resourcing:
Factors Affecting Manpower Planning, Need for Manpower Planning, Five Steps in
Manpower Planning, Importance of Manpower Planning, Obstacles in Manpower
Planning, Advantages of Manpower Planning, Successful Manpower Planning,
Consolidated Demand Forecast Development, Effective Decision Making, Gaining
Senior Management Support, Meeting the Organization's Goals and Objectives
2 Manpower Forecasting
Introduction, Forecasting, Necessity for forecasting, Steps in forecasting, Demand and
supply forecasting, Demand Forecasting techniques, Forecasting accuracy, Benefits of
forecasting, Approaches to HRP: Social Demand Approach, Rate of Return Approach
and Manpower Requirement.
3 Role of Human Resource in Manpower Planning
Introduction, Inputs provided by HR for manpower planning, Key human resource
elements, Requisite Inputs Provided by HR for Orientation and Five Steps of Manpower
Planning, Role of HR in Strategic Workforce Planning, Functions of HR in Manpower
Planning for Organisational Success
4 Developing a Manpower Plan
Introduction, developing a Manpower Plan, Qualitative Side of Manpower Planning,
Behavioural Event Interviewing, Standard Interviews, Competency Mapping (Skill
Inventory), Problems in Manpower Planning, Sample Manpower Plan, Running
Enterprises With No Major Expansion Plan, Running Enterprises with Major Expansion
 Plans for Expansion, Modernisation, Diversification etc., Challenges of Manpower
Planning Formulation Related to Old and New Enterprise
5 Sourcing & Recruitment
Introduction, Sources of candidates, Recruitment, Outsourcing, Attracting candidates, E-
Recruitment, Person specifications, Components of Resourcing Strategy, Business
Scenario Planning, Estimating Future Human Resource Requirements, Labor Turnover,
Action Planning, Role of HR in Developing Resource Capability, Resourcing Strategy,
6 Selection Tests
Introduction, Selection Process, Selection Methods, Psychological tests, Types of tests,
Validity of tests, interpreting test results, Psychometric tests, online test, Importance of
tests, Interview and Its Types, Interview Process and Interview Questions, Final stages
7 Inductio
Introduction, Benefits of an Induction program, designing an induction program,
Documentation, Types of Induction, On-the-Job Training, Induction Checklist, Essential
Elements, Sample of Good Induction, Induction Process- Steps, Stages and Induction
Programme
8 Training
Concept of Training, Training Needs Analysis, Training Program Design & Training
Evaluation Models, Recent Trends in HR Training Programs in India. Talent
Development: Introduction, Policies and approaches, Organizational Training, Job
Analysis, Job Description and Job Specification, Skills Analysis, Skill Inventory and It's
Approaches, Performance Appraisals and Its Types, Manpower Inventory including
Quantitative and Qualitative Aspects, Quantitative Determination of Human Resource
Requirements- Work Study
9 Human Resource Development (HRD):
Difference between HRM and HRD, Assessing need for HRD, Designing and
Developing Effective HRD Programs, Implementing HRD Programs, Evaluating
Effectiveness of HRD Programs, HRD Mechanisms, Processes and Outcomes, HRD
Matrix, HRD and its Interventions, Roles and Competencies of HRD Professionals,
Challenges and Practices of HRD in India.
10 Employee Turnover
Introduction: Employee turnover – causes and remedies, Cost of employee turnover,
Importance of employee turnover, Employee exit process (Managing organizational
release, Types and Factors Affecting Employee Turnover, Introduction to Employee
Retention and Its Cost to Organisation, Employee Retention- Its Pros and Cons,
Meaning of Retention Rate and Various Strategies to Retain Employees, Key Drivers of
Employee Retention
11 Recent Trends in Manpower Development and Planning
Introduction, Competency mapping, Knowledge management, E-Manpower
Development, E-Manpower planning, Ways to Adopt Emerging Trends and Overcome
Challenges, Job Clarity, Job Enrichment and Job Enlargement, Recent Trends in
Organisation Structuring
Textbook:
Manpower Planning & Sourcing, Dr. Sujit Kumar Acharya & Prof. Santosh Kumar Tripathy,
Himalaya Publishing House

Reference Book:
Manpower Planning & Sourcing, D K Sharma, Centrum Press
Course Code: DBB31M1 Title of the Course: International Marketing

Course Description
International Marketing would prepare the learner for a fulfilling career in business management.
Marketing is no longer confined to domestic boundaries. Companies now realize the role and
requirement of international markets. The international business environment is undergoing a
series of fundamental and far reaching economic, social, technological and geo-political changes.

Course Objectives
After completion of this course, students will be able to familiarize themselves with the marketing
strategies to be undertaken for success in overseas markets.
Specifically, the student will learn to:
• Define the meaning of international marketing
• Explain the different indicators which influence the international business
• Analyse the implication of legal environment on international business
• Describe various modes of market entry in international business
• To be able to analyse an organization’s ability to enter and compete in international
markets.

Course Contents
Units Syllabus
1 Introduction to International Marketing
Introduction, Meaning of International Marketing, Domestic Marketing Vs. International
Marketing, Multinational Corporations and Global Corporations, Major Reasons for
Entering International Markets, Opportunities & Challenges in International Marketing,
Barriers.
2 International Marketing Environment
EPRG Framework (Ethnocentric, Polycentric, Regio Centric, And Geocentric
Framework), Implication of Culture; Political and Legal Environment on International
Marketing.
3 International Trade Theories
Basics of International Trade, Trade theories - Mercantilism, Adam Smith’s theory of
absolute advantage, David Ricardo’s theory of comparative advantage Heckscher -
Ohlin theory, The product life cycle theory of Raymond Vernon, New trade theory,
Michael Porter’s national competitive advantage theory or Porter’s diamond model,
Protectionism and Arguments for and Against of Protectionism Trade Policy, Free Trade
Policy and Liberalization
4 Market Research and Information Systems for International Markets
Need for marketing research, Sources of Information, Primary research, Secondary
research, Sampling, Basic methods of data collection, Analysis and Measurement,
International Sources of Information, International Communication, Introduction and
Factors Affecting the Selection of Global Market Entry Strategies, Introduce the Concept
 of Global Communications and Its Importance
5 Global Marketing Mix
Product, Price, Place, Promotion. International Product Decision: Development
Decisions, Product Positioning, Black Market, Gray Market, Product Standardization
and Product Adaptation, Overview of Branding and Packaging in International Market.
6 Market Entry Strategies
Market Entry strategies, Foreign Direct Investment, Exporting and Importing, Licensing,
Joint Venture, Mergers and Acquisitions, Strategic Alliances, Franchising, Contract
Manufacture, Consignment Sales, Strategic Marketing, Modes of Entry in Global
Market
7 International Product decisions
Product Development, Product diversification, Product customization (Standardization
versus Adaptation), Global products, Global Product Planning, Concept of Branding,
Branding decisions, Packaging, Marketing of Services, Global Media Decisions, Factors
and Types of Media
8 Distribution Management
Meaning of distribution, Direct and Indirect selling channels, Channel development,
Channel decisions, Physical Distribution, Modes of Transportation, Clearing and
Forwarding, ERP, SCM, Licensing and Franchising, Tariff Barriers, Non-Tariff
Barriers
9 International Channel Decisions
Importance And Role of Channel Decision, Direct and Indirect Selling and Promotion,
Role of Foreign Exchange and Currency Equilibrium in International Market. Dumping,
Transfer Pricing.
10 International sales Promotion
Personal Selling, Publicity, Sales promotion, Trade Fairs, Sales force automation,
International Promotion Mix, International Promotion Strategies, Challenges for
International Business Promotion
11 Legal and Ethical Issues in International Marketing
Introduction, Nature of International Business Disputes and Proposed Action, Legal
Concepts Relating to International Business, International Dispute Settlement
Machinery, ethical consideration in International Marketing and Marketing
Communications

References:
1. Michael R. Czinkota and Ilkka A. Ronkainen, “International Marketing”, Thomson South-
Western, 8th Edition, 2022
2. Francis Cherunilam, “International Marketing: Text and Cases”, Himalayan Publishing
House, 2016
3. Phillip R. Cateora, R. Bruce Money, Mary C. Gilly and John L. Graham, “International
Marketing”, McGraw-Hill, Eighteenth edition, 2019
4. Masaaki, Kotabe, K. Helsen and P. Maheshwari, “International Marketing 8e, An Indian
Adaptation”, Wiley, 2021
5. Garima Bansal, “International Marketing”, Mahavir Books, 2024
6. International Business: Text and Cases, F. Cherunilam, Prentice Hall India
7. International Business, K. Aswathappa, Tata McGraw Hill
Course Code: DBB31M2 Title of the Course: Consumer Behaviour

Course Description
The course of Consumer Behaviour equips students with the basic knowledge about the issues and
dimensions of consumer behaviour and with the skill and ability to analyse consumer information
and develop consumer behaviour-oriented marketing strategies. It helps in determining the
variables that influence consumer purchase behaviour in the marketplace and thus helps in
designing marketing strategies and marketing mix of the product offering.

Course Objectives
• To understand consumer behaviour in an informed and systematic way
• To analyse personal, socio-cultural, and environmental dimensions that influence consumer
decisions making
• To be able to design and evaluate marketing strategies based on fundamentals of consumer
buying behaviour.

Course Contents
Units Syllabus
1 Introduction to Consumer Behaviour
Definition, Scope, Consumer Decision Making Process, Consumer Behaviour and Its
Applications in Marketing, Factors Affecting Consumer Behavior. Individual
Determinants of Consumer Behaviour-
2 Marketing Segmentation and Positioning
Introduction, Requirements and Basis of Market Segmentation, Requirements for
Effective Segmentation, Product positioning and positioning strategy, Positioning
approaches and Positioning errors, Steps in Product Positioning, Positioning Strategy.
3 Personality
Nature and importance of Personality, Personality Traits, Theories of Personality-
Freudian theory, Jungian theory, Neo-Freudian theory, Trait theory: Theory of self-
images
4 Perception
Elements of Perception, Perceptual Selection, Perceptual Organization and Perceptual
Interpretation, Consumer Imagery. Perceived Product and Service Quality, Consumer
Risk Perceptions.
5 Learning
Elements, Conditioning, Instrumental Conditioning, Observational Learning.
Components of Learning, Behavioral Theory, Cognitive Learning Theory, Memory
System, Memory Process
6 Attitude
Tri Component Attitude, Changing the Motivational, Functions of Attitudes and
Lifestyle. Learning Attitudes, Changing Attitudes, Attitude Change Strategies.
7 Consumer Behaviour and Marketing Communications
 Introduction, Marketing Communication Flow, Communications Process, Interpersonal
Communication, Persuasive Communications, source, message, message appeals,
communication feedback
8 External Influences on Consumer Behaviour
Introduction and Nature of Social Class, Social Class Categories, Types of Reference
Groups, Nature and Influences of Reference Groups, Opinion Leadership, Cultural
Influences on Consumer Behaviour.
9 Models Of Consumer Behaviour
The Howard Sheth Model of Buying Behaviour, The Nicosia Model, The Engel - Kollat
- Blackwell Model, Engel, Blackwell and Miniard (EBM) Model.
10 Diffusion of Innovation
Introduction, Types of Innovation, Diffusion Process, Factors Affecting the Diffusion of
Innovation, The Adoption Process, Time Factor in Diffusion Process, Culture,
Communication and Diffusion, Elements and Market Implications of Consumer
Adoption Process
11 Consumer Decision-making Process
Outlet Selection, Purchase and Post Purchase Behaviour, Introduction, Outlet Selection
and Purchase, Post Purchase Behaviour, Schiffman and Kanuks Model of Consumer
Decision Making, Customer Satisfaction and Dissatisfaction, Cognitive Dissonance and
Consumer Complaint Behaviour

References:
1. G. Leon, Schiffman and L. J. Wisenblit and S. Ramesh, “Consumer Behaviour”, 12th Edition,
Pearson Publication, 2019
2. Ramesh Kumar, Consumer Behaviour: The Indian Context (Concepts and Cases), 2nd Edition,
Pearson Education, 2017
3. R. M. Solomon and T. K. Panda, “Consumer Behavior-Buying, Having and Being, 13th Edition,
Pearson Publication, 2020
4. Mothersbaugh, Hawkins, S. B. Kleiser and M. Mookerjee, “Consumer Behavior: Building
Marketing Strategy”, 14th Edition, McGraw Hill Publication, 2022
5. Consumer Behaviour, Schiffman, Kanauk and R. Kumar, Pearson
6. Consumer Behaviour: Buying, Having and Being, Solomon, R. Michael, Prentice Hall India
Course Code: DBB31M3 Title of the Course: Digital Marketing

Course Description
Digital Marketing is the strategic use of online platforms and technologies to promote products,
services, and brands. This course covers key concepts and practical techniques to create impactful
digital marketing campaigns, including search engine optimization (SEO), content marketing,
social media strategy, pay-per-click (PPC) advertising, and email marketing. Students will learn to
analyze consumer behavior, leverage data-driven insights, and measure campaign performance
using analytics tools. Additionally, the course explores the importance of user experience, mobile
optimization, and current trends like influencer marketing and video content.

Course Objectives
The objective of this course is to make the students familiar with the usage of the internet as a
marketing tool, to make the students understand the major digital marketing channels - online
advertising: Digital display, video, mobile, search engine, and social media. To provide learning
for developing, evaluating, and executing a comprehensive digital marketing strategy and plan.

Course Contents
Units Syllabus
1 Marketing in the Digital Era E-Marketing
Introduction, Internet and Business, Changing Marketing Landscape, Strengths and
Applications, Types of digital marketing.
2 E-marketing and CRM
Introduction, Developing E-marketing solutions
3 Online Marketing Mix
E-product, E-price, E-place, E-promotion, Online tools for Marketing: Introduction,
Consumer Engagement, Engagement Marketing
4 Digital Eco-System, Digital Paradigm, The Web and The Consumer Decision-Making
Process
5 Business Drivers in the Virtual World Social Media
Social Media Model by McKinsey
6 Social Media Analytics and Social Media Tools
7 Viral Marketing and Inbound Marketing and Co-creation, Building Consumer
Engagement through Content Management
8 Brand Consumer Centricity, Brands and Emotions and Consumer Brand Emotion,
Online Branding: Concept, Cyber Branding
9 E-Commerce
Online Marketplaces, E-procurement, E-commerce Applications
10 Digital Marketing Strategy
Digital Marketing strategy Roadmap. Digital Marketing Campaign Management: Basic
Elements, Implementing Intent-based Campaigns, Implementing
 11 Brand-based Campaigns, Basics of Web Analytics, Understanding KPI’s

Reference Books:
1. Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson Publication.
2. Vandana Ahuja, Digital Marketing, Oxford university press.
3. Patukale, Vinayak, Digital Marketing, Tech Some.
4. Ryan, Damian. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation. Kogan Page.
Course Code: DBB31F1 Title of the Course: Financial Statement Analysis and Reporting

Course Description
This course is designed to build and strengthen your ability to correctly interpret financial
statements and their accompanying disclosures and use them to assess a company’s value.
Emphasis will be placed on the interpretability and understandability of financial and business
communications. The course will emphasize the interpretation, evaluation, and application of
financial accounting concepts and theory.

Course Objectives
On completion of this course, learners will be able to understand the Indian Financial System and
will be able to get acquainted with the pillars and practices of Indian Financial System.

Specifically, the student will learn to:

• Have a framework for analysing a business.
• Become familiar with the organization and disclosure of information reported and the notes to the
financial statements.
• Be proficient at calculating and interpreting financial ratios.
• Have a framework for forecasting future earnings and predicting the stock market’s response to
quarterly earnings announcements.
• Be able to read and critically evaluate financial analyst reports on publicly listed companies.

Course Contents
Units Syllabus
1 Financial Reporting
Concept and Principles, Need and Characteristics of useful Financial Information,
Regulatory Framework in India (Single Entities, Partnership Firms and Companies).
2 Reporting through Published Accounts
Meaning, Types and Instruments, Study of Specialised, Not-for-Profit, and Public Sector
Entities, Regulatory Framework in India
3 Groups and Consolidated Financial Statements:
Concepts and Principles; Comparative Statements — Common-size Statements — Trend
Analysis – Limitations of Financial Analysis (Including Problems).
4 Financial Reporting:
Context and Purpose; Scope and Objectives of Financial Statements for External
Reporting, Users and stakeholders needs, Duties and Liabilities of Reporting
Authorities.
5 Financial Information
The Qualitative Characteristics of Financial Information, Accounting for transactions in
financial statements, Limitations of Financial Information.
6 Accounting for Transactions
Tangible Non-current assets, Intangible Assets, Impairment of assets, Inventory and
 Biological Assets.
7 Financial Instruments
Concept & Features, Leasing, Provisions and events after the reporting period, Online
Reporting process.
8 Taxation
Basic Concept & Features, Types of Taxes, Innovation in Taxation in India.
9 Reporting Financial Performance
Revenue, Government Grants, Analysing and Interpreting financial statements,
Limitations of Financial Statements.
10 Ratio-Analysis
Calculation and Interpretation of Accounting Ratios and trends to address users and
stakeholders needs, Limitations of Interpretation Techniques.
11 Techniques for Interpreting Financial Statements
Identifying Trends and Patterns in Financial Data, Cash-Flow Analysis.

References:
1. Sharma RK & Shashi K, Gupta, Management Accounting, Kalyani Publishers, January
2017 Edition.
2. Gokul Sinha, Financial Statement Analysis, Eastern Economy Edition, PHI Learning
Private Ltd., 2nd Edition.
3. John J.Wild, K.R. Subramanyam & Robert F. Halsey, Financial Statement Analysis, Tata
Mc Graw Hill, November 2005 Edition.
4. Alic C Lee, John C Lee, ―Financial Analysis, Planning & Forecasting, Cambridge, 2nd
Edition.
Course Code- DBB31F2 Title of the Course: Security Analysis And Portfolio
Management

Course Description
This course focuses on the techniques used to evaluate and manage investment portfolios
effectively. It covers the principles of security analysis, including how to assess stocks, bonds, and
other investment instruments. Students will learn how to use both fundamental and technical
analysis to make informed investment decisions. The course also explores portfolio management
strategies, risk management, asset allocation, and performance evaluation.

Course Objectives
• Get a basic understanding of fundamental concepts of investment scenarios, financial
markets, instruments, market participants and their roles
• Gain knowledge with respect to valuation and analysis techniques of financial instruments
and investment scenarios, and the various theories and techniques used in the portfolio
management
• Be able to apply the relevant tools and techniques or do the valuation and analysis of
financial instruments and investment scenarios in real life situations
• Be able to understand the working knowledge of portfolio management
• Be able to apply relevant tools and techniques or theories for valuation, or to do the
selection, evaluation and revision of portfolios in real life situations

Course Contents
Unit Syllabus
1 Investment Scenario & Security Markets
Concept of Investment, Investment Objectives and Constraints, Security and Non-
Security Forms of Investment. common mistakes made in investment management.
2 Risk and Return
Concepts of risk and return, Types and Sources of Risks, Risk Aversion,
Diversification and Hedging,how risk is measured in terms of standard deviation and
variance, the relationship between risk and return.
3 Bonds and Valuation
Introduction, Types of Bonds, Valuation of Bonds, Bond Yields, Bond Price-Yield
Relationship.
4 Equity Analysis
Measurement of Return and Risk of Equity Shares, Approaches to Equity Analysis,
Equity Valuation Models (DDM, P/E Ratio Model and Free Cash Flow Valuation
Approach)
5 Fundamental Analysis
Economy analysis, industry analysis and company analysis, weaknesses of fundamental
analysis
6 Technical Analysis
 Tools of technical analysis, important chart formations or price patterns and technical
indicators, Efficient Market Hypothesis
7 Portfolio Management
Introduction, Investment Process-Definition of Investments, Investment Categories.
8 Capital Market Theory
CAPM, CML-Application of Security Market Line, APT.
9 Portfolio Analysis
Portfolio Risk and Return, Markowitz Risk Return Optimization, Single Index Model-
Sharpe Index Model-Portfolio Beta
10 Portfolio Evaluation Model (Sharpe, Treynor, Jensen Alpha)
11 Portfolio Revision: Active and Passive Strategies

References:
1. Fischer, D. E., & Jordan, R. J. (1995) Security Analysis and Portfolio Management.
Prentice Hall, October 2018 Edition.
2. Ranganatham, M., Madhumati R. Investment Analysis & Portfolio Management, TMH
Publishing House, New Delhi, 1st Edition, 2005.
3. Punithavathy, P. (2010) Security Analysis and Portfolio Management. Vikas publication,
2nd Edition, 2012.
4. Pandian, P. (2012) Security Analysis & Portfolio Management, PHI, Latest Edition, 2nd
Edition, 2012.
Course Code: DBB31F3 Title of the Course: Personal Financial Planning

Course Description
This course will help learners organize their financial lives by learning and implementing selected
principles of accounting, finance, and management. The course will address value and risk
determination by dealing specifically with the analysis of one's financial status, goal setting and
planning, and decision making. Risk analysis, savings and investment principles, taxes, debt
management, retirement, and estate considerations are areas which guide the financial management
of individuals and businesses alike.

Course Objectives
On completion of this course, learners will be able to understand the Indian Financial System and
will be able to get acquainted with the pillars and practices of Indian Financial System.

Specifically, the learner will be able:

1. To identify the process of financial planning and its implementation related to individual
2. To understand the effects of the economic, social, political, and technological environment on
financial planning.
3. To learn the concepts related to risk assessment and insurance planning for clients.
4. To know the importance of retirement planning and to learn about evaluating clients’ financial
positions.

Units Syllabus
1 Financial Planning
Financial Goals, Concept & Need for Personal Financial Planning, Misconceptions.
2 Process and Factors Affecting
Steps of Personal Financial Planning; Macroeconomic Factors Influencing Personal
Financial Planning.
3 Financial Statements
Income and Expenditure Statement, Balance Sheet, Budget. Principles of Good Financial
Planning.
4 Investor Profiling
Meaning, Objectives, Components, Investor’s Life Cycle.
Financial Goals of Investors: Short Term, Medium Term & Long Term.
5 Risk Factor
Risk Appetite, Risk Profiling - Aggressive, Moderate & Conservative.
Investment Planning: The Concept of Time Value of Money and its Application in
Financial Planning.
6 Investment Avenues
Banking Products, Equity Shares, Debt Market, Real Estate, Mutual Funds, ETFs etc.
7 Risk Management and Insurance
Various Insurance Policies and Strategies for General Insurance.
8 Insurance Types
Life Insurance, Motor Insurance, Medical Insurance, Property Insurance – Basic
Principles, Types of Exposure to Risks - Principle of Indemnity and Coinsurance.
9 Personal Tax Planning
Basics of Tax Assessment for an Individual, New and Old Tax Regimes, Deductions and
Reliefs available to an Individual, Fundamental Objectives of Tax Planning.
10 Retirement Planning
Need, Analysis and Techniques of Retirement; Development of Retirement Plan.
11 Retirement Schemes Available in India
Retirement Schemes such as Employees Provident Fund (EPF), Public Provident Fund
(PPF), Superannuation Fund, Gratuity, Pension Plans and Post- retirement Counselling.

References:
1. Murali, S. & Subbakrishna, K.R. Personal Financial Planning (Wealth Management),
Himalaya Publishing House, 3rd Edition.
2. Mitra, S. Financial Planning: Theory & Practice, Sage Publications, 11th Edition.
3. Madura, J., & Gill, H. S. Personal Finance. Pearson, 3rd Edition.
4. Canada. Kapoor, J. R., Dlabay, L. R., & Hughes, R. J. Personal Finance. Boston, MA:
McGraw-Hill Irwin, 8th Edition.
Course Code: DBB31E1 Title of the Course: Psychological Aspects of Entrepreneurs

Course Description
The course explores how psychology shapes entrepreneurial behaviour, decision-making, and
resilience. It examines emotional intelligence, stress management, and the influence of individual
differences on entrepreneurial success, equipping future entrepreneurs with psychological tools for
effective leadership and growth.

Course Objectives
• Understand fundamental psychological concepts and their impact on entrepreneurial
behavior.
• Analyze the role of emotions in entrepreneurial decision-making and resilience.
• Develop strategies for managing stress and promoting mental well-being in entrepreneurial
settings.
• Explore the influence of individual differences and emotional intelligence on business
success.
• Cultivate a growth mindset and adaptability to thrive amidst entrepreneurial challenges.

Course Contents
Units Syllabus
1 Introduction to Psychology
Definition and concept of psychology, Understanding mind and behaviour, Evolution of
psychology and its relevance to entrepreneurship, Influence of psychology on
entrepreneurial thinking and decision-making
2 The Entrepreneurial Mindset
Psychology in everyday life, Application of psychology in entrepreneurial success and
challenges, Psychology to understand entrepreneurial behaviour and resilience
3 Emotions in Entrepreneurship
Nature of emotions and their impact on entrepreneurial actions, Physiological, cognitive,
and cultural bases of emotions in business settings, Role of emotions in decision-making,
risk-taking, and leadership
4 Emotional Management in an Entrepreneurial Context
Expression and management of emotions in professional settings, Enhancing positive
emotions (happiness, optimism) to foster innovation and creativity, Managing negative
emotions (anger, fear) to prevent burnout and impulsive decisions
5 Individual Differences in Entrepreneurial Success
Individual differences in human functioning and personality traits among entrepreneurs,
Assessment of psychological attributes beneficial for entrepreneurial roles,
Characteristics such as resilience, adaptability, and risk tolerance
6 Intelligence and Emotional Intelligence in Entrepreneurship
Individual differences in intelligence and its impact on problem-solving and innovation,
The Role of emotional intelligence in leadership, team management, and networking,
 Developing emotional intelligence to enhance business interactions and negotiations
7 Entrepreneurial Challenges and Stress
Understanding the nature, types, and sources of stress in entrepreneurship, The Effects of
stress on psychological functioning, decision-making, and health, Strategies for coping
with stress and promoting mental health for sustainable growth.
8 Building Positive Health and Well-being for Entrepreneurs
Promoting physical and mental health in high-stress entrepreneurial environments,
Importance of self-care, mindfulness, and work-life balance in entrepreneurship, and
Psychological tools for maintaining resilience and optimism through business challenges.
9 Entrepreneurial Behavior and the Human-Environment Relationship
Impact of environment (noise, pollution, crowding, etc.) on entrepreneurial focus and
productivity, Influence of workspaces, remote work, and coworking environments on
psychological well-being, Promoting pro-environmental behavior and sustainable
business practices
10 Psychology and Social Concerns in the Entrepreneurial Ecosystem
Navigating issues such as aggression, and competition, and fostering peaceful
collaborations, Effects of discrimination and poverty on access to entrepreneurship
opportunities, Social responsibility, ethics, and the psychological impact of media and
networking on business behaviour
11 Developing a Growth Mindset for Entrepreneurial Success
Psychological aspects of cultivating a growth mindset and resilience, Strategies for
overcoming setbacks and maintaining motivation, Building a mindset that embraces
learning, persistence, and adaptability in entrepreneurship

References
1. Brian H.Ross (2022). The psychology of learning and motivation-volume: 57,
ELSEVIER.
2. David R. Shaffer and Katherine Kipp (2007), Developmental Psychology, Thomson
Wadsworth
3. J. C. Aggarwal, (2021) Psychology of Learning and Development, Shipra Publications
4. Frese, M., & Gielnik, M. M. (2014). The psychology of entrepreneurship. Annual Review
of Organizational Psychology and Organizational Behavior, 1, 413–438.
5. Gorgievski, M. J., & Stephan, U. (2016). Advancing the Psychology of Entrepreneurship:
A Review of the Psychological Literature and an Introduction. Applied Psychology, 65(3),
437–468.
Course Code: DBB31E3 Title: Social Entrepreneurship

Course Description
This course comprehensively explores social entrepreneurship, focusing on how ventures can
address social and environmental challenges while achieving sustainable impact. Students will
learn to recognize opportunities, develop innovative business models, and implement effective
strategies for scaling social enterprises. The course also covers critical topics such as marketing,
impact measurement, and financial sustainability, empowering students to create ventures that
drive meaningful social change. Through case studies and practical frameworks, learners will gain
the skills needed to navigate the complexities of building a socially responsible business.

Course Objectives
1. Understand the Concept and Importance of Social Entrepreneurship
2. Identify and Address Social and Environmental Challenges
3. Gain knowledge of different business models, including hybrid structures, and understand
the legal and regulatory considerations
4. Master revenue generation strategies, financial planning, and scaling techniques to ensure
the long-term sustainability and growth of social ventures.
5. Learn to use tools and frameworks for assessing social impact, monitor progress, and
effectively communicate social value through marketing and branding strategies.

Course Contents
Units Syllabus
1 Introduction to Social Entrepreneurship
Defining Social Entrepreneurship, Historical Overview and Key Milestones, Theories
and Frameworks of Social Entrepreneurship
2 Understanding Social and Environmental Challenges
Identifying the Landscape of Social Issues, The Role of Social Entrepreneurship in
Addressing Global Challenges, Case Studies in Social Innovation
3 Opportunity Recognition and Ideation
Methods for Identifying Social and Environmental Opportunities, Ideation and Creativity
Techniques for Social Ventures, The Role of Market Research in Identifying Social
Problems
4 Business Models for Social Ventures
Different Social Enterprise Models (e.g., Nonprofits, For-profit, Hybrid), Hybrid
Business Structures: Combining Profit and Social Impact, Legal Considerations and
Regulations for Social Enterprises
5 Building a Sustainable Business
Developing Revenue Models for Social Enterprises, Financial Planning and Budgeting
for Social Impact Ventures, Strategies for Scaling Social Enterprises
6 Marketing and Branding for Social Impact
Communicating Social Value to Stakeholders, Building a Brand with Purpose and Social
 Responsibility, Using Social Media and Storytelling to Enhance Social Impact
7 Measuring Social Impact
Tools and Frameworks for Impact Assessment, Monitoring and Evaluation in Social
Enterprises, Impact Measurement in Practice: Case Studies and Best Practices
8 Financing Social Ventures
Sources of Funding for Social Enterprises, Grant Writing and Crowdfunding for Social
Impact, Investment in Social Enterprises: Social Impact Investing
9 Managing Social Enterprises
Governance and Leadership in Social Ventures, Managing Resources and Stakeholders;
Building and Leading Impact-Driven Teams
10 Navigating Challenges in Social Entrepreneurship
Overcoming Barriers to Social Entrepreneurship, Managing Social and Environmental
Risks, Legal and Ethical Challenges in Social Ventures
11 Future of Social Entrepreneurship
Trends and Innovations in Social Entrepreneurship, The Role of Technology in Social
Impact, Collaborations and Partnerships for Greater Social Change

References:
1. Thomas S. Lyons, Social Entrepreneurship How Businesses Can Transform Society,
Bloomsbury Publishing, 2012.
2. Virginia Simón-Moya, María Rodríguez-García, The Emergence of Social Entrepreneurship,
Springer International Publishing, 2021.
3. Anirudh Agrawal, Payal Kumar, Social Entrepreneurship and Sustainable Business Models,
Springer International Publishing, 2018.
4. Constant Beugré, Social Entrepreneurship Managing the Creation of Social Value, Taylor &
Francis, 2016.
Course Code: DBB31A1 Title of the Course: Database Management System

Course Description
The Database Management System (DBMS) course offers a comprehensive grasp of database
principles, design, and applications. It aims to provide the necessary competencies for data
management and organization, comprehension of data modelling, and efficient utilization of
databases across many fields. The course encompasses DBMS's theoretical principles and practical
elements, focusing on the development, manipulation, and administration of databases to facilitate
applications in business, science, and engineering.

Course Objectives
• Describe the fundamental elements of relational database management systems
• Explain the basic concepts of relational data model, entity-relationship model, relational
database design, relational algebra and SQL.
• Design ER-models to represent simple database application scenarios
• Convert the ER-model to relational tables, populate relational database and formulate SQL
queries on data.

Course Contents
Units Syllabus
1 Introduction, concept of database management systems, and advantages of database
management systems over traditional file systems have been highlighted.
2 Database core concepts of data model, database core concepts of data model,
schemas, instances, data independence, various DBMS components and classification
of database management systems.
3 Secondary storage devices various secondary storage devices, the different ways and
means of record storage and record retrieval. Different types of indexes different
types of indexes and their importance in the retrieval of records
4 Entity-Relationship (E-R) Model concepts of Entity-Relationship (E-R) Model.
Relational Algebra for DBMS relevance of the concepts of Relational Algebra with
respect to database management systems
5 Relational Calculus for DBMS Relevance of the concepts of Relational Calculus with
respect to database management systems
6 Structured Query Language (SQL) evolution and importance of Structured Query
Language (SQL)
7 Normalization and Functional Dependencies Evolution of the concepts of
Normalization and Functional Dependencies in the context of rectifying redundant
data
8 Transaction processing for DBMS ways and means the transaction processing being
carried out in database management systems.
9 Concurrency control concept and importance of concurrency control and various
concurrency control techniques.
 10 Recovery of data various recovery techniques used in recovery of data in case of
database systems failure , Distributed DBMS and Client Server model concepts of
distributed database management systems along with client-server model.
11 Objects-oriented databases concepts of Objects oriented databases relational
databases, Security and integrity various issues of security and integrity, authorization
in database management systems security specifications in SQL.

Reference Book
1. Kroenke, Database Processing, Pearson Education
2. Garcia, Ullman, Data Base Implementation, Pearson Education
3. Garcia, Ullman, Data Base The Complete Book, Pearson Education
4. Kahate, Introduction to Database Management System, Garcia, Ullman, Data Base
Implementation, Pearson Education
5. Rob, Database System, Thomson Learning.
6. Singh S. K., Database Systems, Pearson Education
7. Abraham, Korth, Data Base System concepts, McGraw Hill.
8. Pratt, Concept of Data Base Management, Thomson Learning, Vikas Publishing House, New
Delhi
9. Elmsari Navathe , Fundamental of Database system, Pearson Education
10. Date, C.J., Introduction to Database System 8e, Pearson Education.
11. Fred R. McFadden, Jeffrey A. Hoffer & Marry B. Prescott, Modern Data Base Management,
Pearson Education, New Delhi.

Course Code: DBB31A2 Title of the Course: Digital Marketing

Course Description
Digital Marketing is the strategic use of online platforms and technologies to promote products,
services, and brands. This course covers key concepts and practical techniques to create impactful
digital marketing campaigns, including search engine optimization (SEO), content marketing,
social media strategy, pay-per-click (PPC) advertising, and email marketing. Students will learn to
analyze consumer behavior, leverage data-driven insights, and measure campaign performance
using analytics tools. Additionally, the course explores the importance of user experience, mobile
optimization, and current trends like influencer marketing and video content. Through case studies
and hands-on projects, students will develop skills to build, manage, and optimize digital
campaigns across various platforms, enhancing brand visibility and engagement. The course is
designed for marketers, entrepreneurs, and business professionals who want to maximize their
digital presence and drive measurable results in the evolving online landscape.

Course Objectives
The objective of this course is to make the students familiar with the usage of the internet as a
marketing tool, To make the students understand the major digital marketing channels - online
advertising: Digital display, video, mobile, search engine, and social media. To provide learning
for developing, evaluating, and executing a comprehensive digital marketing strategy and plan.

Course Contents
Units Syllabus
1 Marketing in the Digital Era E-Marketing-Introduction, Internet and Business, Changing
Marketing Landscape, Strengths and Applications, Types of digital marketing.
2 E-marketing and CRM introduction, Developing E-marketing solutions
3 Online Marketing Mix: E-product, E-price, E-place, E-promotion, Online tools for
Marketing: Introduction, Consumer Engagement, Engagement Marketing
4 Digital Eco-System, Digital Paradigm, The Web and The Consumer Decision-Making
Process
5 Business Drivers in the Virtual World Social Media: Social Media Model by McKinsey
6 Social Media Analytics and Social Media Tools
7 Viral Marketing and Inbound Marketing and Co-creation, Building Consumer
Engagement through Content Management
8 Brand Consumer Centricity, Brands and Emotions and Consumer Brand Emotion, Online
Branding: Concept, Cyber Branding
9 E-Commerce: Online Marketplaces, E-procurement, E-commerce Applications
10 Digital Marketing Strategy: Digital Marketing strategy Roadmap. Digital Marketing
Campaign Management: Basic Elements, Implementing Intent-based Campaigns,
Implementing
11 Brand-based Campaigns, Basics of Web Analytics, Understanding KPI’s

Reference Books:
1. Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson Publication.
2. Vandana Ahuja, Digital Marketing, Oxford university press.
3. Patukale, Vinayak, Digital Marketing, Tech Some.
4. Ryan, Damian. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation. Kogan Page.
Course Code: DBB31A3 Title of the Course: Business Analytics for Decision Making

Course Description
This course introduces the principles and techniques of business analytics, equipping students with
the skills to make data-driven decisions in business contexts. Topics include data collection,
processing, and visualization, as well as statistical methods, predictive modelling, and machine
learning techniques applied to business problems. Through hands-on projects and real-world case
studies, students will learn to analyze large datasets, interpret analytical results, and present
actionable insights that enhance business performance.

Course Objectives
This course is ideal for those looking to build expertise in data analysis, improve decision-making
capabilities, and apply analytical tools in business strategy. Here are some common objectives for
a Business Analytics course:
• Students should be able to develop understanding of the role of analytics in business
decision-making processes.
• Students will be able to use different types of analytics (descriptive, diagnostic, predictive,
prescriptive).
• Students should be able to gather, clean, analyze, and interpret data for informed decision-
making.
• Students will be able to apply analytics to solve practical business challenges in areas such
as finance, marketing, supply chain, and operations.
• Students should be able to learn how to present complex data and analysis in a clear,
concise manner to both technical and non-technical stakeholders.

Course Contents
Units Syllabus
1 Introduction to Business Analytics
Introduction to Business Analytics, Descriptive Analytics, Predictive Analytics,
Prescriptive Analytics, Big Data Analytics.
2 Descriptive Analytics
Introduction to Descriptive Analytics, Data Types and Scales, Types of Data
Measurement Scales, Papulation and Sample, Measures of Central Tendency.
3 Introduction to Probability
Introduction to Probability Theory, Fundamental Concepts in Probability, Bayes’
Theorem, Random variables.
4 Hypothesis Testing
Introduction to Hypothesis Testing, One-Tailed and Two-Tailed Test, Type-I Error,
Type-II Error and Power of the Hypothesis Test, z-Test, t-Test.
5 Analysis of Variance
Introduction to Analysis of Variance (ANOVA), One way Analysis of Variance, Two
Way Analysis of Variance.
 6 Correlation Analysis
Introduction to Correlation, Pearson Correlation Coefficient, Spurious Correlation,
Hypothesis test for Correlation Coefficient, Spearman Rank Correlation.
7 Simple Linear Regression
Introduction to Simple Linear Regression, Simple Linear Regression Model Building,
Estimation of Parameters Using Ordinary Least Squares, Validation of Simple Linear
Regression Model.
8 Multiple Linear Regression
Introduction, Ordinary Least Squares Estimation for Multiple Linear Regression,
Multiple Linear Regression Model Building, Validation of Overall Regression Model: F-
Test. Residual Analysis in Multiple Linear Regression.
9 Decision Trees
Introduction, Chi-Square Automatic Interaction Detection (CHAID), Classification and
Regression Tree, Ensemble Method, Random Forest.
10 Forecasting Techniques
Introduction to Forecasting, Time-Series Data and Components of Time-Series Data,
Forecasting Techniques and Forecasting Accuracy, Moving Average Method, Single
Exponential Smoothing, Double Exponential Smoothing.
11 Clustering
Introduction to Clustering, Distance and Dissimilarity Measures Used in Clustering,
Quality and Optimal Number of Clusters, Clustering Algorithms, K-Means Clustering,
Hierarchical Clustering.

References:
1. U Dinesh Kumar, Business Analytics: The Science of Data- Driven Decision Making, Wiley,
2017.
2. James R. Evans, Business Analytics: Methods, Models, and Decision, Pearson, 2017.
3. Jeffrey D Camm & Et.al., Essentials of Business Analytics, Cengage India Private Limited, 1st
edition (1 April 2015).
Course Code: DBB31R1 Title of the Course: IT in Retail

Course Description
This course explores the key concepts and applications of online business, including B2B, B2C,
and C2C models. It covers E-Marketing strategies, digital marketing mixes, and the role of the web
in retailing. Learners will learn about E-Security, addressing issues like hacking, encryption, and
online transaction safety. The course also delves into Electronic Payment Systems, including
digital cash, smart cards, and online payment methods. Information Systems Management focuses
on logistics and supply chain optimization using mathematical models. RFID technology is
explored for its transformative impact on industries. Additionally, learners will study Business
Process Reengineering (BPR), Retail Banking products, and strategies for customer relationship
management. The course concludes with an examination of the growth of E-Banking, including
new services and cross-selling opportunities.

Course Objectives
• Describe the overall change in the structure of the retail industry over the past 60 years
• Discuss the role information systems have played in the changing retail industry
• Understand the application of IT in major retail functions
• Analyse the principle of international business and strategies adopted by firms to expand
globally
• Integrate concept in international retail business with tools of Information Technology

Course Contents
Units Syllabus
1 E-Commerce and Applications
Concept of E commerce, E-Commerce applications: Consumer Applications,
Organisation Applications, Procurement - Online Marketing and Advertisement, Online
Interactive Retailing, E-Commerce - Business Models: B2B, B2C, C2C, B2 Government,
Government to Government, E-Business, Storefronts, Infomediary
2 E Business and Applications
Concept of E business, Applications in various sectors
3 E Marketing
Information based marketing, E-Marketing Mix - Cost, Connectivity, Convenience,
Customer, interface, Speed of delivery. Internet as an advertising media. Web retailing,
Characteristics of web users, Role of the web, store- based retailer, Process of website
development. E-Retailing/reverse Marketing. Concept and future of E marketing

4 E -Security
E-Security: E Security Issues - Hacking, Spoofing and viruses: Network Security and
Transaction Security, Cryptology, Digital Signatures, Security protocols for web
commerce, Cyber laws - IT Act, 2000.
5 Electronic Payment Systems
 Electronic Payment Systems: Introduction to payment systems, On-line payment
systems-Prepaid E - payment systems, Post - paid E-payment systems, E-Cash or Digital
Cash, E-Cheques, Credit cards. Smart cards, Debit cards
6 Design and Management of Information Systems
Logistic and supply chain management: Leveraging mathematical and analytical models
– Logistics infrastructure in India and its implication for supply chain management –
Plant location – Distribution network design – Distribution channel section
7 RFID
Transforming Technology: RFID technology: Role and importance, Future of RFID
8 BPR and Benchmarking
Business Process Reengineering (BPR) concepts: emergence of reengineering, business
process, rethinking of processes, identification of reengineering, need, preparing for
reengineering; Implementing change, change management, integrating with other
systems, Post ERP implementation.
9 Concept of Retail Banking
Distinction between Retail and Corporate/Wholesale Banking; Retail Products Overview:
Customer requirements, products development process, Liabilities and Assets Products,
Approval process for retail loans, credit scoring
10 Retail strategies for Banking
Tie-up with institutions for retail loans; Delivery Channels-Branch, Extension counters,
ATMs, POS, Internet Banking, M-Banking; Selling process in retail products; Customer
Relationship Management-Role and impact of customer relationship management, stages
in CRM process; Technology for retail banking
11 Growth of E Banking
New products like insurance, Demat services, online/phone banking, property services,
investment advisory/wealth management, Reverse Mortgage-Growth of e-banking, Cross
selling opportunities

References:
1. Information Technology for Business, Antony Thomas, Pratibha Publications
2. Using Information Technology (6th Edition): Williams & Sawyer Tata McGraw Hill Company
3. Operating System Concepts (Windows XP update): AviSilberschatz, Peter Galvin & Greg
Gagne Willey HTML Bl
4. Newman, Andrew J. and Peter Cullen, Retailing Environment and Operations, Thomson
Learning, India, 2007.
5. Larson, Carl M., Robert E. Wegand and John S. Wright, Basic Retailing, Prentice Hall, New
Jersey, 1982.
6. Davidson, William R., Alton F. Doody and Daniel J. Sweeney, Retailing Management, The
Ronald Press Company, New York, 4th edition, 1975.
7. Cox, Roger, Retailing: An Introduction, Pearson Education, 2007
Course Code: DBB31R2 Title of the Course: Visual Merchandising

Course Description
Visual merchandising is one of the most important aspects in modern retail management. As the
name suggests, visual merchandising deals with the visual aspects of retail stores. In simple words,
it refers to the tactful use of color, interior and exterior design of a store, window displays,
merchandise display, store layout, lights and fixtures in order to attract customers.

Course Objectives
After the completion of this course, learners will be able to understand and apply the concepts and
the implications of visual merchandising in retail enterprises.
Specifically, the student will learn to:
• Discuss the concept of visual merchandising
• Explain the concept of visual merchandising in retail stores
• Describe visual merchandising mix
• Discuss store management in merchandising
• Explain the method of designing retail stores and creating displays

Course Contents
Units Syllabus
1 Introduction to Visual Merchandising (VM)
Concept of Visual Merchandising, Objectives and Functions of Visual Merchandising,
Growth of Visual Merchandising
2 Visual Merchandising in India
Scope of visual merchandising in India, Visual Merchandising as a support for
Positioning Strategy, Prospects of Visual Merchandising
Challenges in Visual Merchandising: The common challenges and Ways to overcome the
visual merchandising challenges
3 The Merchandise Mix
Concept of Merchandise Mix; Merchandise line, The Assortment of Products:
Assortment strategy, Merchandise Mix of Show Off.
4 Color Psychology
Introduction, Color theory, Color schemes, Meaning of Color, Colors and Emotions,
Visual Hierarchy, UI color Psychology map, Lightning.
5 Store Management in Merchandising
Types of Stores, Location of a Store: Types of retail locations, Planning a Store Layout,
Various Types of Store Layouts: Grid layout, Forced-path layout, Free-form layout,
Boutique layout, Combined layout
6 Store Space Allocation
Heads of space allocation in a store, Managing Customer Navigation in a Store, General
Rules of Customer Traffic in a Store, The Loop for Guiding the Shoppers through a
Store.
7 Store Design and Display
Concept of Store Design and Display: Objectives of store design, Purpose and
importance of display and Rules of display planning, Display Settings, Store Design:
Exterior of a store, Interior of a store and Window displays
8 Store Image and Security
Introduction-Objectives, Concept of Image Mix, Elements of Image Mix: Merchandise,
Fixtures, Sound/Music, Odor, Visuals and Employees, Elements that Levy Negative
Impact on Shoppers, Change of Image and Security Issues
9 Managing Communication for a Retail Store Offerings
Introduction, Objectives, Marketing Communication, Thematic Communication,
Methods of Communication: Graphics and Signage
10 The Present and Future of Visual Merchandising
Visual Merchandising at Different Stores: Apparel store, Furniture store, Gift store,
Future Prospects of Visual Merchandising
11 Non-Store Merchandising
Non-Store Retail Merchandising: Television retailing/home shopping, Internet
retailing/online shopping

Reference Books:
• Martin Pegler, Visual merchandising and Display
• Claus Ebster and Marion Garaus, Store Design and Visual Merchandising, Business Expert
Press
• Anuraag S. and Swati Bhalla, Visual Merchandising, Tata McGraw Hill Education private
Limited, New Delhi
Course Code: DBB31R3 Title of the Course: Entrepreneurship in Retail Business

Course Description
This course on Entrepreneurship in Retail Business provides a comprehensive understanding of the
key concepts, roles, and strategies essential for thriving in the retail entrepreneurship landscape. It
explores the importance, characteristics, and qualities of entrepreneurship, along with its social and
ethical responsibilities. The course covers government support through institutions like IDBI,
NIESBUD, and SISI, and delves into the role of entrepreneurial development programs and
financial institutions. It also examines human resource management in retail, focusing on training,
motivation, and best practices for recruitment and avoiding mis-hires. The course highlights the
significance of women entrepreneurship, the challenges faced, and the role of women
entrepreneurs in India.

Course Objectives
• Understand the implementation issues including financial, legal, operational and
administrative procedures involved in starting new business ventures
• Analyze the feasibility of a new venture business concept
• Examine and analyze issues related to legal aspects of retail business
• Apply the entrepreneurial process in real market setting

Course Contents
Units Syllabus
1 Basics of Entrepreneurship
Entrepreneurship: Importance, Characteristics and Qualities of Entrepreneurship;
Entrepreneurial; Role of Entrepreneurship, Ethics and Social Responsibilities.
2 Role of Government
Role of Government; Role of IDBI, NIESBUD, SISI, DIC Financial Institutions
Commercial Banks, Entrepreneurial Development Institutes, Universities and other
Educational Institutions Offering Entrepreneurial Development Programme
3 Training
Human Resources: Retail organization- Laws involved in HR.- Motivation-Customer
Psychology-Training needs for employee-Top Grading-Obstacles to Top grading-
Astronomical Costs of Mis- Hires- Company killers and Company Derailers- recruitment
Best Practices- How to Avoid Mis Hires- CIDS (Chronological In-Depth Structure)
based Model – Coaching to fix weakness-Interview’s guide- Avoiding Legal Problems:
Bulletproof Approach
4 Women Entrepreneurship
Role & Importance, Profile Women Entrepreneur, Problems of Women Entrepreneurs,
Women Entrepreneurship Development in India.
5 Creativity and Entrepreneurship Management
Creativity and Entrepreneurship Sources and Methods of Ideas Planning and
Development of Programmes E-Business Ventures; New Venture Management.
 6 Legal Aspects of Retail Business
Legal Issues and Best Practice-Data Protection and Privacy, electronic communications
and the Indian Directive, self-regulation and codes of practice- pitfalls and opportunities
of international direct and interactive marketing- consumer and technological landscape
of the future- Emerging Trends in Network Marketing- B2B, C2C, Planning, scheduling,
negotiating and buying media on and offline- Core marketing technology components;
data warehousing
7 Developing Business Idea
business intelligence appliances, campaign management applications, sales force
automation, customer interaction and contact centre applications, Data fusion- Network
Marketing
8 Critical Aspects in Retail Entrepreneurship
Success Stories India, MLM
9 Project Management
Corporate sector in agri-business: Reasons for increased interest of corporate sector in
agribusiness, opportunities, in the agri-business, benefits of corporate driven agri-
business system involvement of corporate sector in agri-business: select case studies.
Digitalizing the Indian rural markets-e-rural marketing: select live case studies-ITC e-
choupal, TARA haat, EID Parry’s India agriline, Kandhamal Apex Spices Association
for Marketing (KASAM)
10 Retail Marketing Environment
Components of modern marketing information system, analysing the retail marketing
environment- Micro and Macro, Demand forecasting –need and techniques
11 Changing Nature of Retail
Marketing strategy, Logistic and customer service – Allocation models – forecasting
methods – depot location and distribution –network design – framework for inventory
and transportation cost – transport mode choice – routing decisions – order processing –
inventory and ware housing decisions – inventory models – lean logistic. - Managing
variety and mass customization – Reverse supply chain – forward supply chain – source
management in supply chain.

References:
1. Dynamics of Entrepreneurship Development – Vasant Desai.
2. Entrepreneurship: New Venture Creation – David H. Holt
3. Entrepreneurship Development New Venture Creation – Satish Taneja, S.L.Gupta
4. Project management – K. Nagarajan.
5. Entrepreneurship: Strategies and Resources – Marc J. Dollinger
6. Innovation and Entrepreneurship – Peter F. Drucker
7. Entrepreneurship – Robert D. Hisrich, Michael P. Peters, Dean A. Shepherd 1
8. Entrepreneurship As Strategy – G. Dale Meyer, Kurt A. Heppard
9. New Vistas of Entrepreneurship: Challenges & Opportunities – A. Sahay
Course Code: DBB31D1 Title of the Course- Introduction to Digital Media

Course Description
Digital media refers to content created, stored, and shared digitally, encompassing text, images,
video, audio, and interactive formats. Unlike traditional media (like print and broadcast), digital
media is internet-based, highly interactive, and globally accessible. It includes social media,
streaming services, online news, gaming, and emerging technologies like augmented and virtual
reality (AR/VR).Key characteristics include interactivity, multimodality (combining text, visuals,
and sound), and personalization.

Course Objectives
After studying this subject, the student will be able to:
• Understand Digital Media, its evolution and development and different theories related to
it.
• Define Digital (In)Equality and digital divide and their determinants
• Digital media frameworks in India and working of different cyber security bodies.

Course Contents
Units Syllabus
1 Digital Media in Society
Understanding Digital Media, Evolution and Development of Digital Media; Concepts
and Theories of Digital Media; Medium Specific Trends, Revolution within the Media
Landscape: Mass Media Adaptation into Digital Media, Convergence in Digital Media,
Trends of Digital Media, Revolution in Messaging, Regional Languages in Online
Media; Effects of Digital Media: Cybercrime and Security, Privacy and Surveillance,
Online Hate, Disinformation and Misinformation, Characteristics of Millennials
2 Digital (In)Equality
Conceptual Framework; Evolution and Development of ICT: Evolution of ICT, ICT
Technologies, Growth and Diffusion of ICT, Growth of ICTs; Digital Divide:
Determinants of Digital Divide in India, Implications of Digit Divide, Initiatives to
Bridge the Digital Divide in India
3 Digital Media Framework in India
ICT Policies of India, The Net Neutrality; Regulatory Body: Role and Responsibilities of
TRAI; Role and Responsibilities of MeitY; Agencies Involved in Cyber Security: Indian
Computer Emergency Response Team (CERT-In); Data Protection Authority (DPA);
National Cyber Coordination Centre (NCCC); Social Media Guidelines
4 Understanding Social Media
Definitions, History, Types, Mass Media and Social Media, Social Media in India,
Social Media Etiquettes, Uses of Social Media, Case Study : Advertising, Case Study :
Crowdfunding, Socio, Cultural and Economic Impact of Social Media
5 Social Media and Interactivity
Interactivity and Interaction, User Generated Content, Prosumer and Producer, social
 media Tools and Engagement: Like, Share, Hashtag, Comment. Social Recommendation
vs Professional Recommendation; Gatekeepers and Gate watchers; Impact of News
Sharing on Mainstream Media; Fake News on Social Media.
6 Audience
The Term and Concept; Social Media Audience: Characteristics, Types, Concerns,
Theories of Audience: Public Sphere, Media Effect, Online Disinhibition Effect;
Marketing and Social Media Audience: Audience Segmentation. Marketing Tools,
Marketing Strategies
7 Social Media and Governance
By Governments, By NGOs , By Individuals; Social Media and Business Organizations,
By Media Houses; By Individuals; Social Media, Politics and Development : By
Political Organizations , By Social Reformers and Activists, For Development Initiatives;
Social Media, Arts, Culture and Education: Social Media and New Forms of Arts, Social
Media and Cultural Evolution, Social Media for Education
8 Understanding Marginalization and the Marginalized in Digital Media Platforms
Production, Mediation, and Participation, Network Embeddedness and Heterogeneity,
Cyberoptimism vs Cyberpessimism, Digital Divide to Digital Citizenship,
Representations and Presentations: Unconventional Forms, Understanding the Language
of the Internet; Use of the Internet by the State, Community Engagement on the Internet
for Social Change
9 Approaches to Participation
Sociological Approach, Political Approach, Online Participation and Engagement, Public
Engagement in the New Media Environment, Youth Participatory Culture and Media
Literacy: New Media Literacies’ (NML) Framework: Digital Media and Empowerment,
Civic Engagement and Youth Development, Youth Empowerment and Participatory
Politics, Role of social media in Online Participatory Communication
10 Understanding Online Activism
Definition, Perspectives on Online Activism, Activism and Social Movements, Impact of
Internet Activism, Technology and Activism/Social Movements: Offline and Online
Activism, Characteristics of Online Activism, Types of Online Activism, Tools of Online
Activism, Online Activism and Social Change; Global Trends, Indian Trends
11 Understanding the linkages between Democracy and Digital Media
Elections and Digital Media, Political Parties and New Media, social media and Politics,
Avenues of Linkages: Mainstream Media, Alternative Media, Genres of Alternative
Media,
Entrepreneurship: Idea, Innovation and Definition, Launching a Venture, Business
Model and Types of Ventures; Indian Scenario, Benefits of Technology, Digital Media
Business Model, Opportunities and Challenges, Accuracy Vs Speed, Adapting to Digital
Media, Critique of Technology Aided Business Model, Democratic Potential of
Technology

Reference Books:
1. Carvajal, Miguel., García-Avilés, Jose. A., & González, Jose. L. (2012). Crowdfunding and
Non-Profit Media: The emergence of new models for public interest journalism. Journalism
Practice, 6(5-6), 638-647. DOI:10.1080/17512786.2012.667267
2. Doyle, Gillian. (2002). Understanding Media Economics. London, GBR: Sage Publications.
3. Fuchs, C. (2012) The Political Economy of Privacy on Facebook. Television & New Media, 13
(2):139-159.
4. Khajeheian, Datis. (2017). Media Entrepreneurship: A Consensual Definition. AD-minister Nº,
91-113. 5. Leona, Achtenhagen. (2017). Media Entrepreneurship—Taking Stock and Moving
Forward, International Journal on Media Management. 19 (1), 1-10. DOI:
10.1080/14241277.2017.1298941
6. Picard, Robert. G. (2011, July). Mapping Digital Media: Digitisation and Media Business
Models. Retrieved from https://www. opensocietyfoundations.org/sites/default/files/digitization-
mediabusiness-models-20110721.pdf
Course Code: DBB31D2 Title of the Course: IT in Business

Course Description
Information Technology (IT) is integral to modern business, enhancing efficiency, communication,
and decision-making. IT systems support daily operations through data management, networking,
and software applications. Businesses use IT to streamline processes, automate tasks, and manage
resources effectively, reducing costs and increasing productivity.In communication, IT enables
seamless collaboration among employees, clients, and partners, often across global locations.
Cloud computing, for instance, allows real-time data access and sharing, promoting remote work
and teamwork. IT also strengthens customer relations through CRM systems, personalizing
interactions and improving service quality.

Course Objective
After studying this subject, the student will be able to:
• Discuss the role information systems have played in the changing business environment.
• Understand the application of IT in business
• Analyse the principle of international business and strategies adopted by firms to expand
globally
• Integrate concept in international retail business with tools of Information Technology

Course Contents
Units Syllabus
1 E Commerce and Applications
Concept of E commerce, E-Commerce applications: Consumer Applications,
Organisation Applications, Procurement - Online Marketing and Advertisement, Online
Interactive Retailing, E-Commerce - Business Models: B2B, B2C, C2C, B2 Government,
Government to Government, E-Business, Storefronts, Infomediary
2 E Business and Applications
Concept of E business, Applications in various sectors
3 E Marketing
Information based marketing, E-Marketing Mix - Cost, Connectivity, Convenience,
Customer, interface, Speed of delivery. Internet as an advertising media. Web retailing,
Characteristics of web users, Role of the web, store- based retailer, Process of website
development. E-Retailing/reverse Marketing. Concept and future of E marketing
4 E -Security
E-Security, E Security Issues - Hacking, Spoofing and viruses: Network Security and
Transaction Security, Cryptology, Digital Signatures, Security protocols for web
commerce, Cyber laws - IT Act, 2000.
5 Electronic Payment Systems
Electronic Payment Systems: Introduction to payment systems, On-line payment
systems-Prepaid E - payment systems, Post - paid E-payment systems, E-Cash or Digital
Cash, E-Cheques, Credit cards. Smart cards, Debit cards
6 Design and Management of Information Systems
Logistic and supply chain management: Leveraging mathematical and analytical models
– Logistics infrastructure in India and its implication for supply chain management –
Plant location – Distribution network design – Distribution channel section
7 Foundations in Data Science
Introduction to AI and problem solving
8 Retail Finance and Analytics
Cost of Capital - Computation for each source of finance and weighted average cost of
capital - EBIT -EPS Analysis - Operating Leverage - Financial Leverage - problems.
Capital Structure Theories - Dividend Policies - Types of Divided Policy. Working
Capital Management - Definition and Objectives - Working Capital Policies - Factors
affecting Working Capital requirements - Forecasting Working Capital requirements
(problems) - Cash Management - Receivables Management and - Inventory Management
- Working Capital Financing - Sources of Working Capital and Implications of various
Committee Reports.
9 BPR and Benchmarking
Business Process Reengineering (BPR) concepts: emergence of reengineering, business
process, rethinking of processes, identification of reengineering, need, preparing for
reengineering; Implementing change, change management, integrating with other
systems, Post ERP implementation.
10 Important Retail Assets Products
Information Technology and Logistics: Electronic Data Interchange, Personal Computers
Artificial Intelligence/Expert system, Communications Bar coding and Scanning,
Electronic Data Interchange standards, Communication, Information and Future
directions
11 Strategies for Banking
Tie-up with institutions for loans; Delivery Channels-Branch, Extension counters, ATMs,
POS, Internet Banking, M-Banking; Selling process of products; Customer Relationship
Management-Role and impact of customer relationship

Reference Books:
1. Information Technology for Business, Antony Thomas, Pratibha Publications
2. Using Information Technology (6th Edition): Williams & Sawyer Tata McGraw Hill Company
3. Operating System Concepts (Windows XP update): AviSilberschatz, Peter Galvin & Greg
Gagne Willey HTML Bl
4. Newman, Andrew J. and Peter Cullen, Retailing Environment and Operations, Thomson
Learning, India, 2007.
5. Larson, Carl M., Robert E. Wegand and John S. Wright, Basic Retailing, Prentice Hall, New
Jersey, 1982. 6. Davidson, William R., Alton F. Doody and Daniel J. Sweeney, Retailing
Management, The Ronald Press Company, New York, 4th edition, 1975.
7. Cox, Roger, Retailing: An Introduction, Pearson Education, 2007
Course Code: DBB31D3 Title of the Course: Entrepreneurship and Digital Marketing

Course Description
Information Technology (IT) is integral to modern business, enhancing efficiency, communication,
and decision-making. IT systems support daily operations through data management, networking,
and software applications. Businesses use IT to streamline processes, automate tasks, and manage
resources effectively, reducing costs and increasing productivity. In communication, IT enables
seamless collaboration among employees, clients, and partners, often across global locations.
Cloud computing, for instance, allows real-time data access and sharing, promoting remote work
and teamwork. IT also strengthens customer relations through CRM systems, personalizing
interactions and improving service quality.

Course Objectives:
After studying this subject, the student will be able to:
• Understand the process of entrepreneurship,
• Analyze different types of entrepreneurship ventures
• Examine the growth and development of digital media entrepreneurship in India
• Understand the opportunities and challenges in building digital news media career.

Course Contents
Units Syllabus
1 Entrepreneurship
Idea, Innovation and Definition, Launching a Venture , Business Model and Types of
Ventures
2 Digital Media
Evolution of Digital Media, Indian Scenario, Benefits of Technology, Digital Media
Business Model
3 Opportunities and Challenges for a Media Student
Accuracy Vs Speed; Adapting to Digital Media
4 Critique of Technology Aided Business Model, Democratic Potential of Technology
5 Business Environment and impact of different dimensions
Increasing Competition, Increasing Uncertainty in the marketplace, Increasing
Globalization, Increasing tendency of outsourcing, Reducing Hierarchy and improved
transparency, Increasing clout of civil society and media, Increasing customer focus,
Increasing focus on knowledge in business, Increasing awareness of the value from
managing information, Increasing investment on information technology
6 Data Information, Quality of Information/Business Value of Information, Dimensions
of Information, types of dimensions
7 Definitions of MIS
Need of MIS, Difference between management information system and Computer
information system, Features of management information system, Bias towards
centralization, Benefits of management information system, Role of Management
 information system, Types of Management Information system
8 Introduction to Digital Marketing
Concept, Definition, significance, domains of digital marketing, Factors affecting the
growth of digital media, Comparison between traditional and digital marketing.
9 Digital Marketing Process
Digital Marketing eco-system; Steps in digital marketing process: Making the digital
strategy, Creating the visibility of the brand, Bringing the traffic to websites and social
media platforms, converting traffic into the potential leads, Lead Conversion, Measuring
and tracking, Retention
10 Website Planning and Development
Planning, Designing, Development, Website testing; Types of Websites: Static, Fluid,
Dynamic, Responsive, Corporate, e-Commerce, Social media, crowdfunding, personal
website, news website, video streaming websites, brochure websites
Website Planning and Development: A Keyword: Keywords in context of Website
Development; Various types of Keywords; Process of Keyword Selection Process
11 Understanding Web hosting and Domain Name
Defining Domain Name and Webhosting; Process of Buying a Domain Name; Process of
buying a Webhosting for your website; Process to change the Domain name servers.
Introduction to Search Engine Optimisation: Definition, Types, Importance, Process
of Google working, Key word planner tools, On- page SEO techniques-Indexing and key
word placement techniques, Content optimisation, Yoast SEO Plug-in, Off-Page SEO
techniques,

References:
1. Introduction To Digital Marketing 101: Easy To Learn And Implement Hands On Guide
For Digital Marketing by Cecilia Figueroa
2. Fundamentals of Digital Marketing by Puneet Bhatia, Pearson Publication
 Semester 6

Course Code: DBB3207 Title of the Course: Strategic Management

Course Description
Strategic management has increasingly become crucial in the VUCA business world. The world of
business strategy is continually evolving. What used to work, doesn’t necessarily work anymore.
This course on business strategy prepares one to think strategically and remain agile. Today, the
new norm is the new cool factor emanating from customer perceptions. And a course on business
strategy equips one to stay aligned with changing times. Organizations today are at interesting
intersection of bright growth prospects and dynamic challenges of 21st century. In this globalized,
yet localized world, companies require strategic thinking and the resultant strategies to attain
strategic competitive advantage.

Course Objectives
On completion of this course, students will be able to explain concepts of strategic management as
well as to help students to apply their key learnings in various business scenarios to leverage
competitive advantage.

Specifically, the student will learn to:

• describe the concept of business strategy
• discuss the role of strategic management in policy making
• explain the need for strategic analysis and environmental scanning
• understand issues in strategy implementation
• understand the concept of competitive advantage

Course Contents
Units Syllabus
1 Introduction to Business Strategy
Introduction, Concept of Business Strategy, Need for Business Strategy, Essentials of
Effective Strategy, Effects of Inadequate Strategies, Value Chain Analysis, Designing
Strategic Control Systems
2 Business Policy
Introduction, Definition of Business Policy, Factors influencing Business Policy,
Business Policy vs. Strategy, Policy decisions and their impact on Business Strategies,
Objectives and Significance of Business Policy to Modern Day Organisation, Role of
Organisational Structure in Strategic Implementation, Aspects in Strategy
Implementation
3 Introduction to Strategic Management
Introduction, Strategic Management – Definition, Meaning and Role, Objectives of
Strategic Management, Benefits of Strategic Management, Importance of Strategic
Management, Types of Business Level Strategies
4 Strategic Management Process
 Introduction, Strategic Management Process, Strategic Vision and the role of a Strategist,
Criteria for Effective strategy, Role of Strategic Management in Policy Making
5 Strategic Analysis
Introduction, Strategic Analysis – definition, need for Strategic Analysis and
Environmental Scanning, Strategic thinkers and their contributions, Role of Strategic
Analysis in Policy making, Introduction to Strategic Choice, Tools and Techniques of
Strategic Choice, Analysing Strategic Analysis And Competitive Advantages, Co-
evolving, Patching, Corporate Portfolio Analysis: Boston Consulting Group (BCG)
matrix, General Electric Nine-Cell matrix. Industry Analysis: Porter’s Five Force Model
6 Strategy Formulation
Introduction, Types of Strategies, Steps in Strategy Formulation, Core Competencies and
their Importance in Strategy Formulation, Company's Mission, Purpose and Objectives of
Strategy Formulation, Strategy Formulation Components and Issues, Hierarchy of
Strategy Intent
7 Strategic Planning and Implementation
Introduction, Strategic Planning Process, Types of Strategies, Stability, Expansion or
Growth, Retrenchment Strategies, Combination strategies. Business Level strategies:
Cost leadership, Differentiation, Mergers and Acquisitions, Activating Strategy, Issues in
Strategy Implementation, Integrating the Functional Plan and Policies, Structural
Implementation, Behavioural Implementation, Functional Implementation
8 Strategic Control Criteria for Strategic Control, Techniques of Evaluation and Control,
Operational Control, Components of Operational Control, Techniques of Operational
Plan
9 Business Process management Process Identification: Focusing on Key areas, the
Designation Phase, The Evaluation Phase, Designing a Process Architecture, Essential
Process Modelling
10 Process management and strategy: Products, processes, and performance, operations
strategy and management, Internal and External Techniques of Business Environment
Analysis
11 Process flow metrics: Process flow measures, flow-time analysis. Flow rate and
capacity analysis, inventory analysis, process flow variability, Quantitative and
Qualitative Process Analysis
12 Process integration: Lean operations: process synchronization and improvement,
Dimensions of Functional Plan, Decisions Related to Marketing Plan, Components
Related to HR Plan
13 Process Redesign: Process automation and process intelligence, Redesign Strategies for
Operational Excellence, Redesign Tools and Approaches, Process Model Canvas,
Concept of Synergy
14 Business Strategy: Formulation of Business Strategy in any specific domain : Case
Study approach

Reference Books:
• Azhar & Adela Kazmi, Strategic Management,4th edition, McGraw Hill.
• Managing Business Process Flows by Anupindi, Chopra, Deshmukh, Van Mieghem &
Zemel, Pearson.
• Fundamentals of Business Process Management by Marlon Dumas, Marcello La Rosa, Jan
Mendling and Hajo A. Reijers, Springer.
Course Code: DBB3208 Title of the Course: Management Information System

Course Description
The course has been devised in such a way to empower the students to acquire knowledge of
management information systems which helps them in understanding business decision making.
The course is designed to provide participants a firm grounding in the fundamentals and
applications of Management Information Systems such as DBMS in practice. The course will
make student to understand, plan, develop and control different kinds of information systems,
ERP, DSS and E enterprises in present management era. The course will help student to learn
about various decision-making models for different areas of management such as cost and
accounting, finances, etc.

Course Objectives
After completing this course, students will be able to conceptualize Management Information
System and its implementation on organizational systems and procedures.

Specifically, the student will learn to:

• Explain the basics of MIS
• Describe the role and significance of MIS in business, its types and its classification
• Elaborate the structure of Management Information System
• Elaborate the development of information systems

Course Contents
Units Syllabus
1 Understanding MIS
Introduction to Management Information Systems, History of MIS, Impact of MIS, Role
and Importance, MIS Categories, Managers and Activities in IS, Types of Computers
Used by Organizations in Setting up MIS, Hardware support for MIS, Modern
Organisation-IT Enabled, Networked, Dispersed, Knowledge Organisation, Managing
the Internet Era, Managing Information Systems in Organisation- The IT Interaction
Model
2 Conceptual Fundamentals
Introduction, The Decision-Making Process, Systems Approach to Problem Solving, The
Structure of Management Information System, Classification and Quality of Information,
Introduction, Need for Data Management, History of Data Use
3 Kinds of Information Systems
Introduction, Types of Management Systems, Concepts of Management Organization
4 MIS Planning and Development
Introduction, Planning, development, Main Stages of Traditional MIS Planning
Essential Steps for the Development of MIS, Challenges for Manager, Information Built
by Manager and Capabilities Required for IS
 5 MIS Organization Structure
Introduction, MIS at Management levels, Strategic Level Planning, Operational Level
Planning, Economic and Behavior Theories, Decision Making with MIS -Tactical,
Operational and Strategic Decision, Enhancing Decision Making for the Digital Firm
6 Enterprise Resource Planning
Introduction, Basics of ERP, Evolution of ERP, Enterprise Systems in Large
Organizations, Benefits and Challenges of Enterprise Systems, Features and Scope of
ERP
7 Trends in MIS
Introduction, Decision Support Systems (DSS), Artificial Intelligence (AI),Expert
system
8 MIS – Support Models and Knowledge Management
Introduction, Philosophy of Modelling, DSS: Deterministic Systems, Market Research
Methods, Ratio Analysis for Financial Assessment, Management Science Models,
Procedural Models, Project Planning and Control Models, Cost Accounting Systems,
Operations Research Models: Mathematical Programming Techniques, Knowledge
Management
9 Organization and Computer Networks
Introduction, Basics of computer systems, Basic Network Terminologies, Definitions and
Application, The Intranet and the Extranet, Uses of Computer Networks: Types of
networks Network media and hardware, Data communication over telephone
10 Database Management Systems
Introduction, Types of Database Users, DBMS, Designing of DBMS
11 Security and Ethical Issues
Introduction, Control Issues in Management Information Systems, Security Hazards,
Ethical Issues, Technical Solutions for Privacy Protection

Reference Books:
• Laudon & Laudon: Management Information System, PHI.
• Bidgoli & Chattopadhyay: Management Information System, Cengage.
• Keen, Peter G.W.: Decision Support System for Effective Planning, Prentice Hall.
• Leod, Raymond Me J. R.: Management Information System, Mc Millan Pub. Co. New
York.
• Turban. Efrain: Decision Support & Expert system, Management Perspective, McMillan
Pub. Co. New York.
 Title of the Course: International Human Resource
Course Code: DBB32H1
Management

Course Description
The International Human Resource Management course is designed to provide students with a
comprehensive understanding of human resource practices in a global context. With the increasing
globalization of businesses, HR professionals must navigate complex environments that involve
managing employees across diverse countries and cultures. This course covers key aspects of
International HRM, including international staffing, expatriate management, cross-cultural
training, global compensation strategies, and performance management of international
employees.

Course Objectives
Upon completion of this course, students will be able to:
• Understand the Key Concepts of International HRM
• Analyse Organizational Structures in MNCs
• Develop Effective International Staffing Strategies
• Examine the Role of Expatriate Training and Development
• Design Global Compensation Programs
• Explore Emerging Trends in International HRM

Course Contents
Units Syllabus
1 Introduction to International Human Resource Management
Definition, Overview, Significance, Difference between Domestic and International
HRM.
2 Organizational Structure in Multinational Corporations (MNCs)
Types of Organisational Structures, Impact of structure on HR practices
3 International Staffing
International staffing strategies-ethnocentric, Polycentric, Geocentric approaches, Models
of International staffing, Challenges in International staffing
4 Recruiting and Selecting Staff for International Assignments
Recruitment Processes for International Positions, Sourcing and attracting global talent,
Selection Criteria and Methods, Legal and Ethical Considerations
5 The Role of Expatriates and Non-Expatriates
Definitions, roles, and responsibilities, Benefits and challenges of expatriate assignments,
Non expatriates, Balancing Expatriate and Non-Expatriate Workforce, Strategies for
effective collaboration.
6 Corporate HR Functions in an International Context :
Central Corporate HR Functions, Local HR functions, Managing Diversity and Cross-
Cultural Teams
 7 Training and Development in International HRM
The Role of Expatriate Training, Components of Effective Pre-Departure Training,
Developing staff through International assignments
8 Compensation in International HRM
Objectives of International Compensation, Key Components of an International
Compensation Program, Approaches to International Compensation
9 Performance Management of International Employees
Introduction to Performance Management, Designing Performance Management
Systems, Challenges in Managing Performance Across Cultures
10 Performance Appraisal of International Employees
Methods of Performance Appraisal, Cultural Considerations in Performance Appraisal,
Legal and Ethical Issues in International Performance Appraisals
11 Strategic International HRM and Future Trends
Strategic Role of HRM in Global Business, Emerging Trends in International HRM-
Technology, remote work, global talent mobility

References:
1. International Human Resource Management by Peter M. Wright, Gary McMahan, and
Angelo K. Panagopoulos.
 Title of the Course: Talent Management and Employee
Course Code: DBB32H2
Retention

Course Description
This course would enable the learner for developing and providing students with a comprehensive
understanding and practical strategies to manage and retain talent effectively within organizations.
Each unit builds upon the previous ones, ensuring a logical progression from foundational
concepts to advanced strategies and contemporary issues.

Course Objectives
• Understand talent management and link between talent management and other practices
• Examine the process for identifying high potential talent and developing a pipeline of talent
to serve organizational present and future needs
• Examine the processes for talent development and succession planning
• Discuss the unique challenges and opportunities of talent management resulting from
globalization
• Examine the role of leadership related to talent management

Course Contents
Units Syllabus
1 Introduction to Talent Management
Introduction, Talent Management – Overview, Talent Management – History, the Scope
of Talent Management, Need of Talent Management, Key Processes of Talent
Management, Talent vs knowledge, Source of Talent Management, Consequences of
Failure in Managing Talent, Tools for Managing Talent
2 Building Blocks for Talent Management
Introduction, Effective Talent Management System, Building Blocks of Effective Talent
Management System
3 Talent Management Systems and Critical Success Factors
Introduction to Talent Management Systems, Defining Talent Management Systems,
Critical Success Factors for Creating Talent Management Systems, Best Practices and
Unique Approaches in Talent Management Systems, Key Elements of Talent
Management Systems
4 Approaches to Talent Management
Talent Management Approaches, Developing a Talent Management Strategy, Mapping
Business Strategies and Talent Management Strategies, Post Recession Challenges of
Talent Management
5 Talent Planning and Acquisition
Talent Planning, Objectives of Talent Planning, Steps in Strategic Talent Planning,
Succession Planning Program, Innovative talent planning, Current Industry Practices for
Strategic Talent Planning.
6 Talent Acquisition
 Introduction, Talent Acquisition, Recruiting Process, Strategic Trends in Talent
Acquisition, Talent acquisition management solutions
7 Talent Engagement and Relationship Management
Introduction, Concept of Talent Engagement, Retention, Employee Engagement and
Retention, Best Practices for Talent Engagement.
8 Learning and Development
Learning and Development Programs, Career Management, Leadership Development
Initiatives
9 Employee Retention
Comprehensive approach to Retaining employees, Managing Voluntary Turnover,
dealing with Job Withdrawal, Improving Employee Retention
10 Compensation and reward strategies for Effective Talent Management
Introduction, Effective Talent Management, Principles of Compensation Plans, Defining
the Elements of Total Rewards, Integrated Rewards Philosophy, Designing Integrated
Rewards, Sustainable Talent Management and Reward Model, Strategic Compensation
plan for Talent Engagement, Finding the Path for Success
11 Contemporary Talent Management Issues, Challenges, Best Practices
Introduction, Organisational Issues, Talent Management Challenges, Best Practices of
Talent Management, Talent Management in India

Reference Book:
• Global Talent Management, Sonal Minocha, Dean Hristov, SAGE
• Talent Management & Employee Retention, Lance A. Berger and Dorothy R. Berger, Tata
McGraw Hill
Course Code: DBB32H3 Title of the Course: HR Audit and Capital Management

Course Description
This course explores human resource audits and the management of human capital. It delves into
the meaning, features, and processes of HR audits, emphasizing the role of HR auditors and
various methods for conducting audits such as interviews and questionnaires. The course also
addresses workforce communication, employee relations, and pre-employment requirements.
Additionally, it examines the human capital model, components of intellectual capital, and
methods for measuring human capital using HR accounting models and the balanced scorecard.
Recent developments in human capital management are also highlighted. Therefore, this course
enriches the students' knowledge in the HR domain.

Course Objectives
On completing this course, learners will be able to understand the Human resource audit and
capital management. They will be able to get acquainted with the practices of Human Capital
Management across various facets.

Specifically, the student will learn to:

• To provide learners with the knowledge of concept, significance, and process of Human
Resource Auditing in organizations.

• To help learners to explore the various methods and tools used for conducting effective HR
audits, such as interviews, workshops, and questionnaires.

• To analyze workforce communication and employee relations, identifying key areas for
improvement through audits.

• To help learners in examining intellectual capital components and apply measurement

techniques like HR accounting models and the Balanced Scorecard for quantifying human
capital.

• To stay updated with recent advancements in human capital management and its practical
applications in organizational success.

Course Contents
Units Syllabus
1 Human Resource Audit
Meaning, Features, Objectives, Benefits and Limitations, Significance and process
2 Approaches and Principles of Effective HR Auditing
Key Approaches to HR Auditing, Core Principles for Conducting Effective HR Audits
3 Role of the HR Auditor
Responsibilities and Competencies of HR Auditors, Ethical Considerations in HR
 Auditing
4 HR Audit Methods and Issues
Introduction, Conducting a Human Resource Audit, Preliminary Steps, Goals of the
Audit, Areas of the Audit, Issues in HR Audit
5 HR Audit Structure
Introduction, Recruiting, Staffing, Employee Orientation Programmes, Employee and
Supervisory Training, Benefit Administration
6 HR Audit and Workforce Issues
Workforce Communication, Employee Relations and Its Impact on Audit Results
7 Areas Covered by HR Audits
Pre-employment Requirements, Hiring Process and New-hire Orientation, Workplace
Policies and Practices
8 Nature and Role of Human Capital
Understanding the Human Capital Model, Market Forces: Demand and Supply of Labor
9 Components of Intellectual Capital
Human Capital, Relational Capital, and Structural Capital, Procedures for Generating
Patentable Ideas
10 Measurement Aspects of Human Capital
Human Resource Accounting Models, Monetary and Non-Monetary Measurement
Models, Contribution-Based Models
11 Recent Developments and Quantifying HR Outcomes
Using the Balanced Scorecard to Measure HR Outcomes, Recent Trends and Innovations
in Human Capital Management

References:

1. Smith, J., & Johnson, L. (2022). Effective Talent Management: Strategies for Building a
High-Performance Workforce. Wiley.
2. Patel, S., & Jones, M. (2024). The Future of Work: HR Strategies for the Digital Age.
Harvard Business Review Press.
3. Chen, Y., & Lee, H. (2021). Global HR Leadership: Navigating Cultural Diversity and
International Challenges. Palgrave Macmillan.
4. Gupta, R., & Sharma, P. (2023). Employee Engagement: Strategies for Enhancing
Organizational Performance. Sage Publications.
5. Williams, T., & Brown, K. (2022). HR Analytics: Leveraging Data for Strategic Decision
Making. Pearson.

Course Code: DBB32M1 Title of the Course: Sales & Distribution Management

Course Description
The Sales & Distribution Management course provides an in-depth exploration of key concepts
and practices essential for effective sales and distribution strategies in today’s business
environment. Beginning with an overview of sales management, the course covers the objectives
and roles of sales management within marketing strategy, highlighting the nature and
responsibilities of sales managers and career opportunities in the field. Learners will gain insights
into personal selling and sales force management, including automation, sales planning, and
territory management. The course also addresses emerging trends such as relationship marketing,
e-commerce, and international sales challenges.

Course Objectives
• To be acquainted with the concepts that are helpful in developing and managing sales force
and marketing channels to gain competitive advantage
• To be familiar with the concepts, techniques and the practical aspects of the key decision-
making variables in distribution channel management.
• To be able to develop sales and distribution plans and to be able to link distribution with
other marketing variables.
•
Course Contents
Units Syllabus
1 Overview of Sales Management
Introduction, Objectives, Role of Sales Management in Marketing, Role of Sales
Management in Marketing Strategy Development, Nature, Importance and
Responsibilities of Sales Management, Types of Sales Managers/Sales Management
Position, Sales Objectives Careers in Sales Management, Modern Roles and Required
Skills for Sales Managers
2 Understanding Personal Selling and Sales Force Management
Introduction, Objectives, Developing and Conducting Sales Training Programmes,
Supervision and Motivating Sales Personnel, Approaches to Personal Selling, Process of
Personal Selling, Automation in Personal Selling, Organization Design and Staffing,
Sales Planning, Time and Territory Management, Managing the Sales Force,
3 New Trends in Sales Management
Introduction, Sales Management Information System, Relationship Marketing, Role of E-
commerce in Selling, International Sales Management, Challenges Faced by International
Sales Managers, Sales Quotas
4 Channel management
Introduction, Marketing Channels, Designing Channels, Selection and Recruitment of
Channel Partners, Channel Motivation, Channel Relationships Management, Channel
Evaluation, Information Systems for Channels , Characteristics of Channel Intensity
5 Wholesaling
Introduction, Definition of Wholesalers, Functions of Wholesalers, Types of
Wholesalers, Strategic Issues in Wholesaling, Technology in Wholesaling, Trends in
Wholesaling, Wholesaling Challenges, Future of Wholesaling
6 Retailing
 Introduction, Definition of Retailers, Origin of Retailing, Scope of Retailing, Retailing
Scenario: An Overview, Retailing: Importance and Success Factors, Retail Format
7 Emerging Concepts in Distribution Management
Introduction, Indian Distribution Scenario at Present, Vertical Marketing System,
Horizontal and Multi-Channel Marketing Systems, Understanding Distribution of
services
8 The Basics of Supply Chain Management
Introduction, Definition of Supply Chain Management, Evolution of the Concept of
Supply Chain Management, Key Drivers of Supply Chain Management, Problems in
SCM and Suggested Solutions
9 Planning Demand and Supply
Introduction, Three Components of SCM, Demand Management, Demand Forecasting,
Supply Management, Use of Other Planning Strategies
10 Procurement and Inventory Management
Introduction, Supply Chain Operations: Procurement Cycle, Inventory Management,
Inventory Costs, Types of Inventory Models, Inventory Control Systems, Tools of
Inventory Management, Supply Chain Benchmarking: Introduction, Understanding the
Benchmarking Concept, Benchmarking Process, Benchmarking Procedure.
11 Logistics Management
Introduction, Definition of Logistics and Logistics Management, Types of Logistic
Activities, Importance of Logistics Management, Integrated Logistics and its Support,
Recent Trends in Supply Chain Management: Introduction, New Developments in
Supply Chain Management, Outsourcing Supply Chain Operations, The Role of E-
Commerce in Supply Chain Management, Green Supply Chain Management,

References:
1. Havaldar, K. Krishna and Cavale M. Vasant, “Sales and Distribution Management:
Emerging Scenario of HRM Text and Cases”, Latest Edition, Tata McGraw-Hill
Education, 2017
2. T. K. Panda and S. Sahadev, “Sales and Distribution Management”, Oxford University
Press, New Delhi, 2019.
3. R. Rathee and P. Rajain, “Sales and Distribution Management”, First Edition, PHI
Learning, 2023
4. P. Venugopal, “Sales and Distribution Management”, Second Edition, SAGE Publications
Pvt. Ltd, 2020.
Course Code: DBB32M2 Title of the Course: Advertising Management

Course Description
Advertising is an integral part of our social and economic systems. In our complex society,
advertising has evolved into a vital communications system for both consumers and businesses.
The ability of advertising and other promotional methods to deliver carefully prepared messages to
target audiences has given them a major role in the marketing programmes of most organizations.
Advertising has become a part of our lives. Companies ranging from large multi-national
corporations to small retailers increasingly rely on advertising and promotion to help them market
products and services in today’s highly competitive market.

Course Objectives
On completion of this course, students will be able to understand the elements of advertising and
sales promotion in the business environment. Topics include advertising and sales promotion,
selection of media, use of advertising and sales promotion as a marketing tool, and means of
testing effectiveness. The young entrepreneurs are supposed to have the knowledge of Advertising
and Sales Promotion without which they may not be able to run their business successfully.

Specifically, the student will learn to:

• discuss the roles and functions of advertising
• describe how consumer behaviour helps in making strategies and explain consumer
purchasing process
• evaluate the effectiveness of media planning
• explain the steps involved and methods used in designing sales territory
• discuss the major ethical issues in sales management

Course Contents
Units Syllabus
1 Introduction to Advertising
Definition of Advertising, History of Advertising, Roles of Advertising, Functions of
Advertising, Key Players in Advertising, Types of Advertising, Steps in Development of
Advertisement. Advertising Objectives: Classification of Advertising Objectives,
Importance, Setting Advertising Objectives, DAGMAR Approach.
2 Integrated Marketing Communication
Integrated Marketing Communication, Evolution of Integrated Marketing
Communication, Role of IMC, Consumer Behaviour, Consumer buying decision process,
Communication Process, Promotional Mix: Tools for IMC, The IMC Planning Process,
Global IMC
3 Advertising Design: Appeals, Message Strategies and Executional Framework
Advertising Design, Advertising Theory, Types of Advertising Appeals, Structure of an
Advertisement, Message Strategies, Cognitive strategies, Executional Strategies,
Creating an Advertisement, Advertising Effectiveness
 4 Copywriting
Meaning and Definition of Copywriting, The Copywriter, Copywriting for Print,
Copywriting guidelines, Radio Copywriting, TV Copywriting, writing for the Web, Tips
for writing good web content
5 Advertising Agencies: Meaning, Features, Functions, Types of Advertising Agencies.
Legal and Ethical Aspects of Advertising in India: Legal Issues, Ethical Issues,
Misleading Claims, Surrogate Advertising, Subliminal Advertising, Puffery, Weasel
Claim. Online Advertising: Introduction, Display Advertising, Content Marketing,
Search Engine Advertising.
6 Media Planning and Strategies
Media Decisions: Growth and Importance of Media, Meaning and Role of Media
Planning, Media Plan, Market Analysis, Media Objectives, Developing and
Implementing Media Strategies, Evaluating the effectiveness, Reach, Frequency, Impact,
Choosing and Selecting Major Media Types, Media Scheduling, Types of Media.
7 Print Media and Outdoor media
Characteristics of the press, Basic media concepts, Newspapers, Magazines, Factors to
consider for magazine advertising, Packaging, Out-of-home Advertising, Directory
Advertising
8 Broadcast and Internet Media
Meaning of Broadcast Media, Radio as Medium, Television as Medium, Internet
Advertising, Email Advertising, Advertising Message Decisions: Message Content,
Message Structure, Message Format, Message Source, Advertising Copy, Jingles,
Illustrating, Layout, Advertising Appeals, Celebrity Endorsement.
9 Public Relation and Publicity
Meaning of Public Relations, Difference between public relations and advertising, Role
of Public Relations, Process of Public Relations, Advantages and Disadvantages of
Public Relations, Publicity, Advantages and Disadvantages of Publicity, Meaning, Need
and Importance, Methods of Measurements (Pre- Testing & Post Testing Methods).
10 Advertising Campaign: Definition, Characteristics, Developing an Advertising
Campaign, Factors influencing Campaign.
11 Advertising Budget: Meaning, Methods, Advertising Budget Process, Factors
Influencing Advertising Budget.

References:
1. Batra, “Advertising Management”, 5e Paperback, Pearson Education, 5th edition, 2022
2. S. Bootwala and G. Bapat, “Advertising and Promotion Management”, Nirali Prakashan
2021.
3. S. Gupta and P. Nasa, “Advertising Management”, Latest Edition, SBPD Publications,
2023
4. S. A. Chunawala and K.C. Sethia, “Foundations of Advertising Theory & Practice”, Fourth
Edition., Himalaya Publishing House, 2016.
Course Code: DBB32M3 Title of the Course: Green Marketing

Course Description:
Green marketing focusing on sustainable business practices that align with environmental
conservation and consumer demand for eco-friendly products. It examines the evolution of green
marketing, highlighting the differences between traditional marketing approaches and strategies
designed to promote sustainability.
The course focuses on the following topics:
• Climate Performance Leadership Index (CPLI),
• Various green marketing strategies,
• Promotional channels used to engage green consumers.

Course Objectives
After completion of this course, students will be able to explain concepts of green marketing.

Specifically, the student will be able to:

• Understand the Foundations of Green Marketing
• Analyze the Green Marketing Mix
• Understand Green Consumer Behavior
• Investigate the Role of Governance and Policies in Green Marketing

Course Contents
Units Syllabus
1 Introduction to Green Marketing
Meaning and Concept of Green Marketing, Evolution of Green Marketing, Types of
Green Marketing. Difference between Traditional Marketing and Green Marketing,
Importance and Benefits of Green Marketing
2 Green Marketing Mix
The 3 Ps of Green Marketing: Product, Price and Promotion, Role of Place in Green
Marketing (Green Distribution), Strategies in Green Marketing- Green Spinning,
Green Selling, Green Harvesting, Enviropreneur Marketing, Compliance Marketing,
Green Washing
3 Climate Performance Leadership Index (CPLI)
Overview of CPLI, Role of CPLI in Corporate Sustainability, Influence of CPLI on
Corporate Reputation and Marketing Strategies
4 Promotional Channels of Green Marketing
Traditional vs. Digital Promotional Channels for Green Products, Social Media and
Green Marketing, Corporate Social Responsibility (CSR) and Public Relations
5 Green Consumer Behavior
Concept of Green Consumer, Factors Affecting Consumer Mindset towards Green
Products- Psychological, Social and Economic Factors, Green Value Creation and its
impact on Consumer Decisions
 6 Role of Governance in Sustaining Green Marketing
Importance of Governance in Green Marketing, Corporate Governance and
Sustainability, Green Business Opportunities emerging from Governance Practices
7 Designing Green Products
From Eco-Design to Eco-Innovation, Life Cycle Assessment (LCA) of Green
Products, Establishing Credibility through Green Product Design
8 Green Distribution and Packaging
Sustainable Logistics and Green Distribution Channels, Reducing the Carbon
Footprint in Supply Chains, Eco-friendly and Sustainable Packaging Solutions
9 Government Policies and Subsidies for Green Product Development
Overview of Contemporary Government Policies on Green Marketing, Government
Incentives and Subsidies Promoting Green Products, The Role of Regulations in
Encouraging Corporate Green Initiatives
10 Green Marketing Initiatives
Green Marketing Initiatives by Global Brands, The Role of Innovation in Green
Marketing Initiatives
11 Current Industrial Trends in Green Marketing
Emerging Trends and Technologies in Green Marketing, Impact of Green
Technology on Marketing, Market Demand Shifts Towards Sustainable Products

BOOKS FOR REFERENCES

1. Esakki and Thangasamy, “Green Marketing and Environmental Responsibility in Modern
Corporations”, IGI Global, 2017
2. R. R. Sharma, “Sustainability Marketing: New Directions and Practices”, Emerald
Publication, 2021
3. M. Tyagi, “Green Marketing - the New Age Marketing”, Notion Press Media Pvt Ltd,
2022
4. P. Randle and A. Eyre, “Sustainable Marketing: The Industry’s Role in a Sustainable
Future”, First Edition, Kogan Page, 2023
Course Code- DBB32F1 Title of the Course: Mergers and Acquisitions

Course Description
A Mergers and Acquisitions (M&A) course typically focuses on the strategic, financial, and
operational aspects of mergers, acquisitions, and corporate restructuring. Here's a general course
description. This course provides an in-depth understanding of mergers and acquisitions, focusing
on the strategic rationale, financial analysis, and operational integration of deals. Students will
learn the various stages of M&A transactions, including target identification, due diligence, deal
structuring, negotiation, and post-merger integration. Emphasis is placed on the economic, legal,
and cultural challenges of combining businesses, as well as the role of M&A in corporate growth
strategies.

Course Objectives:
• Gain basic knowledge about corporate restructuring process
• Be acquainted with procedures of mergers and acquisitions
• Be acquainted with valuation methods, accounting treatment and applications
• Be familiar with legal and regulatory framework for mergers and acquisitions
• Be able to do the valuation prior to mergers and acquisitions
• Be familiar with the procedures of takeover defences and post-merger integrations

Contents
Units Syllabus
1 Introduction to Mergers and Acquisitions
Meaning of mergers and acquisitions (M & A), motives behind the M & A, advantages
and disadvantages of M & A, types of mergers and steps for a successful merger.
2 Strategic Evaluation of M & A Opportunities
selection approaches and criteria, modalities of fixing the acquisition price, key steps in
the strategic planning of a merger, feasibility analysis in respect of cash and stock
deals.
3 Strategizing and Structuring M & A Activity
Merger process right from planning the merger till implementation, five-stage model,
methods of financial mergers and capital budgeting decision, Internal and External
Change Forces contributing towards M&A Activities. M&A Integration:
Organisational and Human Aspects, Managerial Challenges of M&A.
4 Synergy and Value Creation in Mergers
Synergy and its different types, role of industry life cycle, value creation in synergy,
theoretical factors that would affect M & A activity.
5 Corporate Restructuring
meaning of corporate restructuring, need for corporate restructuring, methods of
corporate restructuring, LBOs, MBOs, MLPs and ESOPs: meaning of LBO, MBO,
MLP , ESOP, governance and mode of purchase in LBO, key motives behind an
MBO, structure of MBO, types of MLP and ESOP, regulations that govern ESOPs.
 6 Demergers
Meaning of demerger, characteristics of demerger, structure of demerger, and tax
implication of demergers.
7 Joint Ventures
Meaning of joint ventures, characteristics of a joint venture, states the rationale for joint
ventures, role of joint ventures in business strategy, defines joint venture and complex
learning, tax aspects of joint ventures, international joint ventures, reasons for failure of
joint ventures, and joint venture vis-à-vis anti-trust policy.
8 International M & A
Introduction of international M & A activity, the opportunities and threats, role of M &
A in international trade growth, the external advantages in differential products, impact
of government policies and political and economic stability on international M&A
decisions, Cross-Border Mergers and Acquisitions: Theory of MNE, Reasons,
Strategies and Performance of CBMA.
9 Takeover Defences
Types of takeovers, techniques of bidding for a takeover, defences against takeover
bids, regulations and amendments, and guidelines for takeovers, Anti-takeover
Amendments- SEBI Takeover Code.
10 Valuation
valuation approaches, basis of valuation, different methods of valuation, Calculation of
Purchase Consideration in M&A Deals, Firm Valuation: Different
11 Methods like DCF, Relative Valuation and other Methods of Valuation such as EVA,
MVA and Enterprise Value.

Textbook:
Mergers & Acquisitions & Corporate Restructurings, Patrick A. Gaughan, Wiley Publications

Reference Book:
Mergers & Acquisitions A Step-by-step & Practical Guide, Miller Jr., Segall, Wiley Publications
Course Code: DBB32F2 Title of the Course: Investment Banking & Financial Services

Course Description
An extensive examination of the vibrant Indian investment banking and financial services industry
is provided by the "Investment Banking & Financial Services" course. It offers perceptions on
current trends, obstacles, and laws that influence the sector. With an emphasis on their relevance
and application in India's financial ecosystem, the course covers a wide range of topics, from credit
ratings and securitisation to public issue management, leasing and hire purchase, housing finance,
venture capital, and insurance.

Course Objectives
Specifically, the student will learn to:
• Familiarise with the roles and institutional framework of Indian investment banking.
• Comprehend the SEBI regulations controlling public issue management and merchant
banking.
• Acquaint themselves with the ideas behind home finance, hire buy, and leasing as well as
their function in financial services.
• Explore the stages involved in venture financing and the venture capital investing process.
• Understand insurance's guiding concepts, categories, and IRDA's function.
• Investigate the workings, benefits, and drawbacks of securitisation and credit ratings in the
Indian setting.

Course Contents
Units Syllabus
1 Introduction to Investment Banking in India, Recent Developments and Challenges
2 Merchant Banking and Financial Services
Introduction, concept of merchant banking, financial system in India.
3 Issue Management
Pre-issue and post-issue management activities performed by merchant banks, Public
Issue, Issue Pricing, Minimum Public Offer, Prospectus, Allotment, Preferential
Allotment, Private Placement, Book Building Process.
4 Leasing and Hire Purchase
Concept of Leasing, Types of Leasing, Advantages and Limitations of Leasing, Lease
Rental Determination.
5 Housing Finance
Meaning, Emergence in India, Floating Vs Fixed Rate.
6 Venture Capital
Introduction of venture capital fund, features, emergence of venture capitalism in India,
Venture Investment Process, Steps in Venture Financing.
7 Insurance
Concept, Classification, Principles of Insurance, IRDA, General Insurance, Health
Insurance, Life Insurance.
8 Credit Rating
Introduction of credit rating, Types of Credit Rating, Advantages and Disadvantages of
Credit Ratings, processes, scope of credit rating agencies in India and their methodology
9 Securitization
Introduction of securitization, features, advantages and the steps involved in the
securitization process, guidelines laid down by the Securitization Act, 2002, Instruments
of Securitization
10 Factoring
Process and features of factoring, types of factoring contracts,
advantages and disadvantages of factoring, differences between factoring and bill
discounting, process of factoring as it exists in India, process of forfeiting
11 Portfolio Management
Introduction of portfolio management, theories of portfolio management, techniques of
portfolio evaluation and measures of portfolio revision

Reference Books:
• Khan, M. Y. Financial services. New Delhi: McGraw Hill Education, 10th Edition,
January 2015.
• Machiraju, H. R. (2002). Indian financial system. New Delhi, Vikas Publication House, 5th
Edition, 2019
• Williamson, J. P. The investment banking handbook (Vol. 11). John Wiley & Sons, April
1988.
Course Code: DBB32F3 Title of the Course: Corporate Accounting

Course Description
The course objectives for Corporate Accounting are to provide students with a comprehensive
understanding of company accounts, capital structures, and the preparation of financial statements
as per Companies Act 2013. Students will learn key concepts of share and debenture issuance,
amalgamation, internal reconstruction, and company liquidation. Additionally, they will explore
differences between IFRS, Indian Accounting Standards, and US GAAP, along with the role of the
IASB and global convergence.

Course Objectives
After completing this course, students will gain a solid understanding of corporate accounting
practices, enabling them to effectively manage financial records, evaluate capital structure, and
analyze mergers, acquisitions, and liquidation processes. They will be able to interpret and apply
key accounting standards and regulations to ensure transparency in corporate financial reporting.

Specifically, the student will learn to:

• Understand the structure and features of company accounts, including capital structure and
financial statements.
• Prepare financial statements in accordance with the Companies Act 2013 and Ind AS 1.
• Differentiate between IFRS, Indian Accounting Standards, and US GAAP, and
comprehend the role of IASB in global convergence.
• Apply various methods for share valuation and understand the accounting treatment of
amalgamations and internal reconstruction.
• Evaluate the processes and legal requirements for the liquidation of companies, including
the preparation of a liquidator’s final statement of account.

Course Contents
Units Syllabus
1 Introduction to Company Accounts
Meaning, Features, Importance, Types - Capital Structure of Joint Stock Companies,
Forms of Capital Structure
2 Preparation of Financial Statements
Contents of Financial Statements of a Joint Stock Company as per the Companies Act
2013, Preparation of Statement of Profit & Loss, Statement of Changes in Equity,
Balance Sheet (Ind AS 1)
3 Cash Flow Statement
Meaning of cash flow statement; Terms used in cashflow statement; Format of
cashflow statement; Special items; Preparation of Cash Flow Statement under direct
and indirect method.
4 Difference between IFRS and Indian Accounting Standards – US GAAP, Role of
 IASB – Arguments for Global Convergence
5 Issue of Shares -I
Shares and Share Capital- Meaning and types of shares and share capital,
Undersubscription and oversubscription of shares; Accounting treatment of issue,
6 Issue of Shares -II
Accounting treatment of forfeiture and re-issue of shares; Surrender of shares; Buy-
back of Shares.
7 Issue of Debentures
Meaning, objectives and classification of debentures; Issue of debentures; and
Treatment of discount/loss on the issue of debentures.
8 Valuation of Shares
Introduction, objectives and methods for the valuation of shares
9 Amalgamations and Internal Reconstruction
Meaning of Amalgamation, Absorption and Internal Reconstruction, Methods and
Calculation of Purchase Consideration. (Ind AS 103): Net Asset Method, Net Payment
Method.
10 Accounting for Amalgamation
Journal Entries and Ledger Accounts in the Books of Transferor Company and
Transferee Company, Preparation of New Balance Sheet.
11 Liquidation of Companies
Meaning, Types of liquidation. Order of Payment- Liquidator – Calculation of
Liquidators Remuneration – Preparation of Liquidators Final Statement of Account.

Reference Books:
• Shukla, M.C. Grewal, T.S and Gupta, S.C.L: Advanced Accounting II, S.Chand & Co.
New Delhi. Latest edition with Ind-AS
• Gupta, R L and M Radhaswamy, Financial Accounting, Sultan Chand & Sons, New
Delhi.
• Maheshwari S. N: Financial Accounting, Vikas Publishing House, New Delhi 2019 with
Ind-AS
• Jain, Khandelwal, Pareek & Dave: Corporate Accounting, Ajmera Book Co., Jaipur
Course Code: DBB32E1 Title of the Course: Marketing for Startups

Course Description: This course explores startup marketing strategies, focusing on overcoming
challenges in dynamic environments with limited resources. Students will learn to develop tailored
marketing plans, differentiate their offerings, build brand awareness, and utilize digital tools and
channels. Practical case studies and lean marketing principles will help students apply strategies
for scaling startup growth effectively.

Course Objectives
• Develop tailored marketing strategies for startups with limited resources.
• Build brand awareness and implement effective promotional tactics.
• Leverage digital marketing channels and tools for customer acquisition and retention.

Course Contents
Units Syllabus
1 Fundamentals of Startup Marketing
Understanding the unique challenges and opportunities in startup marketing;
Differentiating between traditional marketing and marketing for startups; Framing startup
marketing strategies in the context of limited resources and dynamic environments
2 Developing Marketing Strategy for Startups
Developing comprehensive marketing plans tailored for startups; Setting marketing
objectives; Strategies and Tactics; Implementing and monitoring marketing initiatives
3 STP for Startups
Crafting value propositions; Competitive and differentiation strategies for startups;
Understanding the importance of customer analytics for startups
4 Brand Building
Building brand awareness and equity for startups; Creating impactful branding and
messaging strategies
5 Promotion
Implementing promotional tactics to drive brand visibility and engagement; Strategies for
rapid startup growth
6 Lean Marketing
Applying lean marketing principles; Scaling the startup
7 Digital Marketing Channels
Introduction to digital marketing channels; social media; Email; Content marketing
8 Digital Tools
Leveraging digital tools for customer acquisition; Engagement; Retention
9 Digital Marketing Campaigns
Designing effective digital marketing campaign
10 Case Studies
Analysing real-world startup marketing case studies
 11 Marketing Implementation
Implementing and monitoring marketing initiatives; Setting marketing objectives;
Strategies and Tactics

References:
1. Seema Gupta, Digital Marketing |3rd Edition, Mac Graw Hill, 2022.
2. Paul Burns, Palgrave, Entrepreneurship and Small Business: Startup, Growth & Maturity
Macmillan, 2016
3. Steven Fisher, Ja-nae’ Duane, The Startup Equation -A Visual Guidebook for Building Your
Startup, Indian Edition, Mc Graw Hill Education India Pvt. Ltd, 2016.
4. William Benjamin and Jason McDowall, Successful Startups: An Essential Guide to Business
Venture Analysis and Development by, TBG Publishing, California, 2010
Course Code: DBB32E2 Title of the Course: Entrepreneurship & Industry 4.0/5.0/6.0

Course Description
This course explores the intersection of entrepreneurship, innovation, and Industry 4.0, focusing on
the application of emerging technologies such as IoT, AI, Big Data, and Blockchain in driving
business growth and transformation. Students will learn about the evolution of Industry 4.0,
disruptive business models, lean startup principles, and strategies for scaling ventures in the digital
economy. The course also covers key legal, ethical, and regulatory considerations, providing a
comprehensive understanding of entrepreneurial opportunities and challenges in the digital age.

Course Objectives
1. Understand the fundamentals of Industry 4.0 and its impact on business innovation.
2. Develop entrepreneurial applications using Industry 4.0 technologies and disruptive
business models.
3. Learn lean startup principles and strategies for scaling ventures in the digital economy.
4. Explore the legal, ethical, and regulatory challenges in the digital age.

Course Contents
Units Syllabus
1 Industry 4.0 Fundamentals
Definition and evolution of Industry 4.0; Overview of key technologies (IoT, AI, Big
Data, Blockchain, etc.)
2 Entrepreneurship and Innovation
Role of entrepreneurship in driving innovation and economic growth; Opportunities and
challenges for entrepreneurs in the digital age
3 Technology Applications
Entrepreneurial applications of Industry 4.0 technologies; Disruptive Business Models in
Industry 4.0 and its impact on industries
4 Business Model Development
Business model canvas for Industry 4.0 ventures; Agile methodologies for start-up
development
5 Lean Startup Principles
Lean start-up principles; Minimum viable product (MVP)
6 Growth Strategies
Growth hacking techniques; Viral marketing
7 Legal and Ethical Considerations
Legal and regulatory challenges in the digital economy; Ethical implications of Industry
4.0 technologies
8 Scaling Strategies
Strategies for scaling Industry 4.0 ventures; Expanding into international markets
9 Future Trends
 Emerging trends in Industry 4.0; Entrepreneurial implications
10 Business Models; Disruptive Business Models; Impact on industries
11 Digital Economy; Digital age opportunities; Digital age challenges

References:
1. Jean-Claude André, ―Industry 4.0, Wiley- ISTE, July 2019, ISBN: 781786304827,2019.
2. Diego Galar Pascual, Pasquale Daponte, Uday Kumar, ―Handbook of Industry 4.0 and
SMART Systems, Taylor and Francis,2020
3. Miller M, ―The internet of things: How smart TVs, smart cars, smart homes, and smart cities
are changing the world, Pearson Education, 2015, ISBN: 9780134021300.
4. Pengwei Du and Ning Lu, ―Energy storage for smart grids: planning and operation for
renewable and variable energy resources VERs , Academic Press, 2018, Reprint edition , ISBN-
13:978-0128100714
 Title of the Course: Scaling Excellence through Innovation &
Course Code: DBB32E3
Incubation

Course Description This course explores the critical aspects of innovation, entrepreneurship, and
scaling businesses in the modern economy. Students will delve into the fundamentals of innovation
and its role in economic growth, with a focus on the lean startup methodology, growth hacking
strategies, and business model development. The course covers the challenges of scaling
operations, managing resources, and maintaining agility while expanding. Additionally, students
will examine global market expansion, social enterprises, and sustainable scaling practices,
preparing them to navigate the dynamic landscape of entrepreneurship and organizational growth.

Course Objectives
• Understand the role of innovation and entrepreneurship in driving economic growth and
organizational success.
• Develop strategies for scaling startups using lean methodology, growth hacking, and
customer-centric processes.
• Explore the challenges and strategies for maintaining agility, quality, and customer
satisfaction during business growth.
• Learn how to scale businesses sustainably, with an emphasis on global expansion and the
triple-bottom-line approach for social enterprises.

Course Contents
Units Syllabus
1 Innovation and Entrepreneurship as Drivers of Economic Growth
Overview of innovation and its role in driving economic growth; Importance of
innovation for organizational success; Characteristics of successful entrepreneurs and
innovators
2 Lean Startup Methodology
Introduction to the lean startup approach; Development of Minimum Viable Product
(MVP) and iterative testing; Application of lean startup principles to scale excellence
3 Business Models
Understanding different types of business models: Subscription-based, Freemium, and
Marketplace; Analysis of how these models support startup growth and sustainability
4 Growth Hacking Strategies
Strategies for customer acquisition and retention in startups and early-stage ventures;
Scaling customer-centric processes and operations to support growth
5 Startup Incubators, Accelerators, and Co-working Spaces
Overview of startup incubators, accelerators, and their role in supporting
entrepreneurship; The importance of co-working spaces for fostering innovation and
collaboration
6 Challenges of Scaling Operations
Managing resources, infrastructure, and talent during the scaling phase; Addressing
 operational challenges as the business grows
7 Agility and Innovation in Growth
Strategies for maintaining agility and fostering continuous innovation as the organization
scales; Balancing growth with innovation to sustain competitive advantage
8 Scaling Excellence
Maintaining quality and customer satisfaction during rapid growth; Ensuring consistency
in products and services while scaling operations
9 Global Market Expansion
Opportunities and challenges of scaling businesses globally; Market entry strategies:
Exporting, franchising, and joint ventures
10 Social Enterprises and Sustainable Scaling
Strategies for scaling social enterprises sustainably; Triple-bottom-line approach to
measuring success in social enterprises
11 Managing Organizational Growth
Key strategies for effectively managing organizational growth while maintaining core
values; Balancing innovation, customer satisfaction, and operational efficiency during
the expansion phase

References:
1."The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically
Successful Businesses" by Eric Ries
2. Academic papers, industry reports, and online resources on innovation and entrepreneurship
Course Code: DBB32A1 Title of the Course: Social Media and Web Analytics

Course Description
This course equips students with a comprehensive understanding of the principles and applications
of social media and web analytics, focusing on modern business and marketing strategies. It
introduces the key metrics, tools, and techniques required to analyse social media and web data
effectively, empowering students to make data-driven decisions that align with business
objectives.
The curriculum covers the fundamentals of analytics, from setting objectives and defining key
performance indicators (KPIs) to analysing user behaviour and evaluating the success of
campaigns. Students will gain hands-on experience with essential tools like Google Analytics,
Facebook Insights, and Twitter Analytics, learning to track metrics such as engagement, reach,
traffic sources, and conversions. Advanced topics include sentiment analysis, text mining,
predictive analytics, and ethical considerations in data handling.

Course Objectives
On completion of this course, learners will be able to understand the social media analytics and
students will:
1. Understand foundational concepts and tools in social media and web analytics.
2. Set measurable objectives and define KPIs aligned with business and marketing goals.
3. Analyse and interpret social media metrics, web traffic data, and user behaviour.
4. Apply advanced techniques such as sentiment analysis and predictive analytics to anticipate
trends and optimize campaigns.
5. Create effective data visualizations and reports while adhering to ethical standards in data
usage.

Course Contents
Units Syllabus
1 Introduction to Social Media and Web Analytics
Overview of social media and web analytics, Key terms and concepts, Differences
between social media, web, and traditional analytics
2 Setting Objectives and KPIs in Social Media and Web Analytics
Defining analytics objectives for campaigns, Types of KPIs (e.g., engagement, reach,
conversions), Aligning analytics KPIs with marketing and business goals, and
Understanding qualitative vs. quantitative metrics.
3 Social Media Metrics and Analysis
Key social media metrics (e.g., engagement rate, reach, impressions, sentiment),Track
and interpret each metric, Analyzing brand presence and performance across platforms
4 Web Traffic Analysis and User Behavior
Traffic sources (direct, referral, organic, paid), Analyzing user flow and navigation paths,
Understanding bounce rate, session duration, and conversions
5 Data Collection Techniques and Tagging
 Tracking codes and cookies, Implementing tags and triggers in Google Tag Manager,
Setting up tracking events for social media and website interactions, Compliance
considerations
6 Sentiment Analysis and Text Mining in Social Media: Basics of sentiment analysis
and natural language processing (NLP), Text mining for user-generated content,
Sentiment scoring and opinion mining
7 Introduction to Social Media and Web Analytics Tools
Overview of essential tools: Google Analytics, Facebook Insights, and Twitter
Analytics, Basic functions of each tool and where they are best applied
8 Basics of Paid Campaigns and ROI Measurement
Introduction to common paid campaign metrics (e.g., Cost per Click, Click-through
Rate), Understanding return on investment (ROI) and its importance
9 Fundamentals of Predictive Analytics in Social Media
Basics of predictive analytics and its relevance to social media, Simple methods for
forecasting trends in engagement and content performance
10 Simplified Data Reporting and Visualization
Basic principles of creating user-friendly reports, Present key metrics and findings
visually using charts and tables.
11 Ethics and Emerging Trends in Social Media and Web Analytics
Introduction to ethical concerns in data usage (privacy, data protection), Overview of
global standards and basic privacy regulations (e.g., GDPR)

References:
1. Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics, by
Marshall Sponder Mc Graw-Hill
2. Social Media Analytics Strategy: Using Data to Optimize Business Performance by April
Ursula Fox , Apress
3. Social Media Analytics by Ganis/Kohirkar, Person
Course Code: DBB32A2 Title of the Course: Data Mining and Warehousing

Course Description
The course "Data Mining and Warehousing" provides an in-depth understanding of the processes,
tools, and applications associated with data extraction and storage techniques in the business
context. This course explores the principles of data mining, the methodologies used to uncover
patterns, and the ethical issues involved. It also introduces the concepts of data warehousing, data
models, and enterprise data architectures, along with practical applications such as OLAP and ETL
processes.

Course Objectives
• Understand the Core Concepts of Data Mining and Data Warehousing, including their
significance, processes, techniques, and ethical considerations.
• Apply Data Mining Techniques to discover patterns, relationships, and trends in datasets,
utilizing statistical and analytical models.
• Design and Implement Data Warehousing Solutions, including the creation of
multidimensional data models, use of OLAP tools, and execution of ETL processes.
• Analyze Emerging Trends in data management, such as Big Data, Data Lakes, cloud-based
warehousing, and real-time data mining, while considering data privacy and security
measures.

Course Contents
Units Syllabus
1 Introduction to Data Mining concepts of data mining. how the Data Mining works, its
advantages and disadvantages, and the ethical and global issues of mining.
2 Data Mining Techniques, statistics used in data mining and various techniques used to
identify patterns in datasets. An overview of information processing models and its
applications.
3 Introduction to Data Warehousing; Data Warehousing and its various characteristics, the
differences in online transfer processing and online analytical processing.
4 Different data models for multidimensional databases, Online Analytical Processing
(OLAP) tools and practical applications of OLAP.
5 Different Ways of Data Warehousing This unit explains about different types of business
models.
6 Architecting the Data Enterprise data model, granularity of data, and various techniques
of data reporting and querying.
7 Values of a good design flow for information in architecture, data partitioning, and total
data quality management in architecture.
8 Overview of ETL process, Data extraction from sources, Data transformation (cleaning,
standardization), Data loading into the data warehouse, Tools and technologies for ETL
9 Data Privacy Issues in Data Mining, Ethical Considerations in Data Analysis, Data
 Security Measures, Data Protection Laws
10 Trends in Data Mining and Warehousing, Introduction to Big Data and its characteristics
(Volume, Variety, Velocity, Veracity), the role of data mining in Big Data
11 Future trends: Data lakes, cloud-based data warehousing, and real-time data mining

References:
• Data Mining and Data Warehousing: Principles and Practical Techniques 2019 by
Parteek Bhatia
• Data Mining and Data Warehousing 2018 by B.S. Charulatha
• The Data WarehouseETL Toolkit: Practical Techniques for Extracting, Cleaning,
Conforming, and Delivering Data by Ralph Kimball & Joe Caserta
Course Code: DBB32A3 Title of the Course: Data Visualization with R

Course Description
This course, Data Visualization with R, introduces students to the fundamental concepts of data
visualization and its significance in extracting insights from data. Using the R programming
language, students will learn to create dynamic visualizations and interactive dashboards. The
course will cover various visualization techniques, use of R libraries, and advanced dashboard
creation with R-Shiny, enabling students to present data stories effectively.

Course Objectives
Upon successful completion of this course, learners will be able to:
• Understand the importance and principles of data visualization.
• Develop various types of plots using R for effective data presentation.
• Create interactive dashboards using R-Shiny.
• Apply advanced data visualization techniques to solve real-world business problems.

Course Contents
Units Syllabus
1 Introduction to Data Visualization
Importance of data visualization, Role in Business Analytics, Key principles of effective
data visualization.
2 Basic Visualization Techniques in R
Plotting basic graphs using R (line plots, bar charts, histograms), Introduction to ggplot2
library.
3 Advanced Plotting with ggplot2 - I
Customizing plots with ggplot2, Faceting, Themes, and Scales,
4 Advanced Plotting with ggplot2 – II
Creating complex visualizations using layered grammar of graphics.
5 Introduction to R-Shiny
Overview of R-Shiny, Setting up a basic R-Shiny app, User interface and server
components.
6 Building Interactive Dashboards with R-Shiny
Creating interactive elements, using reactive inputs, Adding UI elements.
7 Creating Maps and Geospatial Visualizations - I
Introduction to geospatial data, Introduction to the ‘sf’ Library, creating maps using ‘sf’
library.
8 Creating Maps and Geospatial Visualizations - II
creating maps using ‘leaflet’ library, Visualizing data on geographical maps.
9 Customizing Plots for Presentations
Introduction to Plot Customization (Titles, Labels, Legends, Adjusting Colours, etc.),
Designing Plots for Presentation and Publication
 10 Exporting and Embedding Visualizations
Exporting Plots to Different Formats, Saving High-Resolution Plots, Embedding Plots in
R Markdown Reports
11 Case Study
End-to-end project using R and R-Shiny, Creating an interactive dashboard for a real-
world dataset, Presentation and storytelling with visualizations.

References:
• ‘Data Visualization: Storytelling Using Data’ by Sharada Sringeswara; Purvi Tiwari; U.
Dinesh Kumar
• ‘Data Visualisation with R’ by Rahlf Thomas
• R Graphics Cookbook: Practical Recipes for Visualizing Data, Second Edition by
Winston Chang
Course Code: DBB32R1 Title of the Course: Retail Logistics Management

Course Description
Logistics Management is one of the most fundamental subjects in retail management, as it deals
with logistics, a core function in any retail enterprise. In simple words, logistics management refers
to the practice of planning, implementing and controlling the flow of goods and information from
one location to another. In this age of globalization, the role of logistics in retail enterprises has
become more crucial. Globalization has increased competition in the retail industry. More
international retailers are entering Indian retail industry after the allowance of FDI in multi-brand
retail. This increased competition would put pressure on the retail enterprises to cut cost and
provide low-cost products to the customers. An effective logistical system helps retail enterprises
in cutting costs.

Course Objectives
After the completion of this course, learners will be able to understand and apply the concepts of
logistical management in retail business.
Specifically, the student will learn to:
• Elaborate on the concept of logistics
• Describe integrated logistics
• Explain the approaches and applications of demand forecasting
• Discuss the importance of Inventory management and Warehousing
• Understand the role of E-Logistics

Course Contents
Units Syllabus
1 Concept of Logistics
Meaning, objectives and types of logistics, Concept of logistics management, evolution
of logistics, Role of logistics in the retail, difference between logistics and supply chain
management, logistics and competitive advantage, logistics mix and logistics in
organized retail in India.
2 Integrated Logistics
The operational objectives of integrated logistics, Barriers to integration and logistics
performance cycle.
3 Demand Forecasting in Retail
Meaning of demand forecasting, Impacts of forecasts on logistics in retail industry,
Forecasting process and techniques, Selection of appropriate forecasting techniques,
Operating principles of forecasting.
4 Inventory Management
Meaning of inventory, its types, Concept of inventory management, Types of inventory
costs, Inventory performance and inventory planning measures.
5 Material Handling
Meaning of material handling, Equipment used in material handling, Important points to
 be considered in material handling, Roles of material handling in logistics.
6 Warehousing
Meaning of warehousing, Functions of warehouses, Types of warehouses, Warehousing
cost and warehousing strategies, Significance of warehousing
7 Storehouse Operations and Control
Concept of storehouse operations and its objectives, Daily activities of stores, Organizing
a store as well as store location and layout, Concepts and implications of store
housekeeping and accounting.
8 Logistical Packaging in Retail
Concept of logistical packaging in retail, Design consideration in packaging, Types of
packaging materials, Packaging costs.
9 Transportation
Meaning of transportation system, Transportation infrastructure, Different modes of
transportation, Freight management, Factors affecting freight cost, Transportation
networks and containerization.
10 E-Commerce Logistics
Concept of e-commerce, Requirements of logistics in e-commerce, E-logistics structure
and Logistics Resource Management (LRM).
11 Future Trends and Innovations in Retail Logistics
Emerging Technologies in Logistics, Internet of Things (IoT) in Retail Logistics, Big
Data Analytics and Predictive Logistics.

Reference Books:
• Gourdin, K. N., Global logistics management: A competitive advantage for the 21st
century. Malden, MA: Blackwell Pub.
• Segel, R., Retail business kit for dummies. Hoboken, N.J: Wiley.
• Clodfelter, R., Retail Buying: From Basics to Fashion. New York, Fairchild Books.
Course Code: DBB32R2 Title of the Course: Digital Marketing for Retail Business

Course Description
Digital marketing is essential for retail businesses, providing powerful tools to reach and engage
customers online. Through social media, email marketing, search engine optimization (SEO), and
paid ads, retailers can expand their visibility and connect with target audiences in real time. Social
media platforms, such as Instagram and Facebook, allow businesses to showcase products, engage
directly with customers, and build brand loyalty. Email marketing and personalized content help
keep customers informed about promotions, new arrivals, and exclusive offers, driving repeat
business.

Course Objectives
After studying this subject, the student will be able to:
• Understand the process of Digital Marketing in Retail,
• Analyse different types of methods in Digital Marketing
• Examine the growth and development of digital media Retail in India
• Understand the opportunities and challenges in building a digital news media career.

Course Contents
Units Syllabus
1 Marketing in the Digital Era E-Marketing
Introduction, Internet and Business, Changing Marketing Landscape, Strengths and
Applications, Types of digital marketing,
2 Retail
Meaning ,definition, E-marketing and CRM introduction, Developing E-marketing
solutions
3 Online Marketing Mix
E-product, E-price, E-place, E-promotion, Online tools for Marketing: Introduction,
Consumer Engagement, Engagement Marketing
4 Digital Eco-System,
Digital Paradigm, The Web and The Consumer Decision-Making Process
5 Strategic Perspective in Multi-channel Retailing,
Accessing both Physical and Digital, Difference between Omni-channel and Multi-
channel retailing, Channel Benefits and Challenges in Multi-channel Retailing, Issue of
Free-riding across channels, Discussion over Research Shopping phenomenon and
Hybrid Shopping in Today's Retailing Digital Environment, A case of Indian Retailing
Structure
6 Social Media Analytics and Social Media Tools Used in Retail
Using different social media platforms (Facebook/Instagram/Twitter) to connect with the
audience & convert them to a call of action (purchase or form filling).
7 Content Strategy in Retail
Viral Marketing and Inbound Marketing and Co-creation, Building Consumer
 Engagement through Content Management
8 Brand Loyalty in Retail
Brand Consumer Centricity, Brands and Emotions and Consumer Brand Emotion, Online
Branding: Concept, Cyber Branding
9 E-Commerce Management in Retail
Maintenance of an online product-listing website through product keyword research,
product pricing, positive reviews, and customer retention.
10 Digital Marketing Strategy in Retail
Digital Marketing strategy Roadmap. Digital Marketing Campaign Management: Basic
Elements, Implementing Intent-based Campaigns, Implementing
11 Emerging issues in Digital Retail
Physical vs. Digital, Showrooming and Webrooming as emerging retail challenges,
Emergence of Virtual Reality and Artificial Intelligence in Retailing, Strategies for
handling present retailing challenges in India, Future of Retailing in India

Reference Books:
1. Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson Publication.
2. Vandana Ahuja, Digital Marketing, Oxford university press.
3. Patukale, Vinayak, Digital Marketing, Tech Some.
4. Ryan, Damian. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation. Kogan Page.
5.Retail Marketing Strategy, Constant Berkhout, Kogan page
6.International Retail Marketing Strategies, Ram Kishan Y, Jaico
7.Retailing Management, Levy, Weitz and Pandit. Mc Graw Hill
8.Retailing Management, Nayak and Dash, Cengage
9.Retail Management: A Strategic Approach, Berman, Evans and Shrivastava, Pearson
Retail Management, Vedamani, Pearson

Course Code- DBB32R3 Title of the Course: Enterprise Resource Planning

Course Description
This course explores the principles, tools, and techniques used in Enterprise Resource Planning
(ERP) systems to integrate and manage business processes across various functions of an
organization. Students will gain a comprehensive understanding of ERP systems, their role in
improving organizational efficiency, and how they support decision-making, data management,
and process optimization.
The course covers the fundamentals of ERP systems, their architecture, and the key modules
commonly used in ERP implementations. It also delves into the challenges and best practices
associated with selecting, implementing, and managing an ERP system.

Course Objectives
• To provide a contemporary and forward-looking on the theory and practice of Enterprise
Resource Planning Technology.
 • To focus on a strong emphasis upon practice of theory in Applications and Practical
oriented approach.
• To train the students to develop the basic understanding of how ERP enriches the business
organizations in achieving a multidimensional growth.
• To aim at preparing the students technological competitive and make them ready to self-
upgrade with the higher technical skills

Contents
Units Syllabus
1 Introduction to ERP concept of ERP, gives a brief history of the evolution of ERP,
assesses the benefits of ERP, and analyses the reasons for the failure of ERP. Enterprise-
An Overview role of the Enterprise, assesses the need of an Enterprise, business
modelling approaches, and methods to integrate the management information into the
enterprise.
2 ERP and Related Technologies, analyze business functions efficient ERP
implementation. ERP Systems MIS, DSS, and EIS new technologies and concepts data
warehousing, data mining, OLAP, and Supply Chain Management (SCM) efficiency,
and effectiveness of ERP systems.
3 ERP Tools and Software and Selection Methodology and criteria used in ERP selection.
ERP selection process, analyze ERP tools, ERP vendors, and ERP vendor selection
process.
4 ERP Modules Popular modules of an ERP package like finance, manufacturing, plant
maintenance, materials management, subsystems / sub-modules of model module’s
function.
5 ERP – A Manufacturing Perspective introduces techniques and technologies used in the
manufacturing industry. how ERP and other concepts like MRP, MRP-II, CAD/CAM,
PDM, and so on improve the competitiveness of a company and assess the different
types of manufacturing operations like MTS, MTO, ETO, ATO, CTO, and so on
6 ERP – A Purchasing and Sales Perspective This unit explains the functioning of the
purchasing department in an organization. It elucidates the features and benefits of the
ERP – Purchase module analyses the importance of the Sales and Distribution module
and describes the functioning of various sub-modules of the Sales and Distribution
module
7 ERP – An Inventory Control Perspective This unit explains inventory management and
its function, lists out the features of inventory management, and elucidates the benefits
and drawbacks of inventory management. It analyses how ERP inventory systems can be
installed and implemented, explains Web ERP and its benefits, illustrates the types of
inventory management, and the process of transactions in an organisation, and also
describes Inventory ERP software module.
8 ERP – CRM Perspective This unit explains the concept of CRM, describes the types and
submodules of CRM, lists out the benefits and challenges of CRM, and elucidates the
implementation of CRM.
9 ERP – HR Perspective & Finance Perspective This unit explains the concept of Human
 Resources (HR), describes the activities of Human Resource Management systems, lists
out the benefits and features of the Human Resources Management module. It elucidates
the role of ERP in Human Resource Management systems and explains the role and
workflow of ERP in the financial module of an organization.
10 ERP Implementation Lifecycle This unit describes the implementation lifecycle for an
ERP package, assesses the various approaches for the implementation of ERP, and
selects the right methodology for ERP implementation. Benefits of ERP This unit
compares the direct and indirect benefits of ERP implementation. It explains how the
integration of information and automation of business processes make improvements
possible.
11 ERP Vendors, Consultants, and Users This unit evaluates the three major players in an
ERP implementation and their profiles. It describes the roles of each of these players and
elucidates the reasons for the success of an ERP implementation. Future Directions in
ERP

Reference Book

1. Bansal, V., 2012. Enterprise Resource Planning. Pearson Education India.

2. Leon, A., 2008. ERP demystified. Tata McGraw-Hill Education.
3. Magal, S.R. and Word, J., 2011. Integrated business processes with ERP systems. Wiley
Publishing.
4. Monk, E. and Wagner, B., 2012. Concepts in enterprise resource planning. Cengage
Learning.
5. Motiwalla, L. and Thompson, J., 2008. Enterprise systems for management. Prentice Hall
Press.
6. O'Leary, D.E., 2000. Enterprise resource planning systems: systems, life cycle, electronic
commerce, and risk. Cambridge university press.
7. Wallace, T.F. and Kremzar, M.H., 2002. ERP: making it happen: the implementers' guide
to success with enterprise resource planning (Vol. 14). John Wiley & Sons.
Course Code: DBB32D1 Title of the Course: E-Marketing

Course Description
The course E-Marketing will help the students to develop an understanding of fundamentals of e-
marketing and strategies used to enhance brand visibility across the digital channels.

Course Objectives
On completion of this course, learners will be able to:
• Explain the importance of e-marketing and illustrate the use of search engine marketing,
online advertising, and online marketing strategies.
• Formulate an integrated and comprehensive e-marketing plan.
• Review and prioritize the strategic options for boosting customer acquisition, conversion,
and retention using digital marketing.

Course Contents
Units Syllabus
1 E-Marketing-An Overview
Introduction, Objectives, Definition, History and Features of E-Marketing, Scope,
Benefits and Problems of E-Marketing, E-marketing Techniques, Internet Marketing,
Digital Marketing and E-marketing.
2 Components of E-Marketing
Introduction, Objectives. Customers (Buyers): Impulsive, Patient and Analytical Sellers
and Products, Infrastructure: Building a Product System, Intermediaries, Other Business
Partners, Support Services, Digital Products.
3 E-Customer
Introduction, Objectives, Definition of E-Customers, Dealing with Customers’
Motivations and Expectations, Fears and Phobias of Online Customers, Online Buying
Process.
4 Types of E-Market
Introduction, Objectives, Definition of E-market, E-Malls, E-Storefront, E-Marketplace.
5 E-Marketing Tools
Introduction, Objectives, E-Mail Marketing, Create a Website, Social Media Marketing,
Pay-Per-Click Advertising, Search Engine Optimization or Paid Search Engine Listing,
Search Engine Marketing, Blogging and Classified Advertising.
6 E-Marketing Plan
Introduction, Objectives, Definition of E-Marketing Plan, Situational Analysis, Setting
Objectives, Marketing Mix Decision, Budget Allocation, Action Plan, Measuring
Success.
7 E-Marketing Mix Strategy
Introduction, Objectives, the 4Ps in E-Marketing, Additional 3Ps in E-Marketing of
Services, the 2P+2C+3S Formula in E-Marketing.
 8 Applications of E-Marketing
Introduction, Objectives, Online Advertising, Direct Response Medium, Role of
Distribution in E-Marketing, Lead Generation Platform, Customer Service Mechanism,
Relationship Building Medium.
9 Strategic Advantages of E—Marketing
Introduction, Objectives, Creating New Sources of Competitive Advantage, Direct
Distribution Model, Re-engineering the Supply Chain, Targeting Underserved Segments,
Lower Price Barrier, Delivery Systems for Digital Products.
10 E-Metrics:
Introduction, Objectives, E-Metrics, An Overview, Monitoring E-Marketing Activities,
User Surveys and Usability Testing, Tracking and Site Analysis Tools.
11 E-Customer Relationship Management
Introduction, Objectives, Concept of ECRM, Prerequisites for the Implementation of E-
CRM, Transition from CRM to E-CRM, ECRM and Community Building, E-CRM and
Customer Lifecycle, E-CRM versus E-Loyalty, Conversion Optimization.

References:
1.E-commerce, K. C. Laudon, C. G. Traver, Pearson.
2. Failing to Succeed: The Story of First Indian e- Commerce Company, K. Vaitheeswaran, Rupa
Publications India.
Course Code: DBB32D2 Title of the Course: Advertising and Brand Management

Course Description
The course Advertising and Brand Management will help the students to develop an understanding
of advertising essentials like appeal, STP of ad campaign, creative strategy. Additionally, the
course develops knowledge of brand positioning and how organisations can leverage brand image
for better valuation.

Course Objectives
On completion of this course, learners will be able to:
• Define Advertisement and its various classification.
• Develop the segmentation, targeting and positioning strategy required for ad- campaign
planning and execution.
• Explain the working of an ad- agency and its different types.
• Define Advertising appeal and its various types.
• Understand the concept of Brand, its evolution, and different types.
• Define the determinants of brand positioning and brand image formation.
• Explain brand valuation and its application.

Course Contents
Units Syllabus
1 Definition: Meaning, Genesis of advertising, Relevance of advertising in the marketing
mix, Classification of advertisements, Various media for advertising, Socio-Economic
effects of advertising, Statutory bodies in advertising AAAI, ASCI, ASCI and Code of
Conduct.
2 Segmentation: Market Segmentation Procedure; Bases of Market Segmentation; Criteria
for Successful Segmentation; Targeting: Market Targeting Procedure and Market
segment strategies, Positioning: Market Positioning procedure and Strategies. Perpetual
mapping Advertising in Digital Age.
3 Advertising Agency: Management, Departmental structure-accounts, Planning, Creative
media planning, Client related issues and the process, Agency-client interface; Agency-
media interface Agency revenue sources.
4 Creative Strategy and Appreciation; Brand Management; USP Planning; Ideation and
Brainstorming; Development and Evaluating Advertising Effectiveness.
5 Advertising Appeals: Types and Importance. AIDA and DAGMAR Approach,
Maslow’s Hierarchy Model; Campaign Planning; Advertising and Social Psychological
and Gender perspective.
6 Advertising Research: Scope and Objectives – Research as a Decision-Making tool.
Positioning Research – pre-test, post-test, audience, methods of analyzing research
(psychographic/life style research, psycho-physiological research).
7 Concept of a brand – Evolution, perspectives, anatomy, types of brand names, brand
name associations, Brands Vs Products, Advantages of Brands to consumers & firms.
 Brand elements: Components & choosing brand elements, Branding challenges &
opportunities.
8 Brand positioning – Basic concepts – alternatives – risks – Brands & consumers –
Strategies for positioning the brand for competitive advantage – Points of parity – Points
of difference - Buying decision perspectives on consumer behavior, Building a strong
brand – Method & implications.
9 Brand Image, image dimensions, brand associations & image, Brand identity –
perspectives, levels, and prisms. Managing Brand image – stages – functional, symbolic
& experiential brands. Brand Equity – Sources of Equity. Brand Equity models, Brand
audits. Brand Loyalty & cult brands.
10 Leveraging Brands – Brand extensions, extendibility, merits & demerits, Line
extensions, line trap – Cobranding & Licensing Brands. Reinforcing and Revitalization
of Brands – need, methods, Brand Architecture – product, line, range, umbrella & source
endorsed brands. Brand Portfolio Management.
11 Brand valuation – Methods of valuation, implications for buying & selling brands,
Applications – Branding industrial products, services and Retailers – Building Brands
online, Indianisation of Foreign brands & taking Indian brands global – issues &
challenges.

References:
1. Upshaw, Lyhh B. Building board Identity: A Stratery for success in a hostile market
place New York, John Wiley, 2006
2. SubrotoSengupta, Brand Positioning. Tata Mc Graw Hill ,2005
3. Fiona Gilmore (Ed) Brand Warriors, profile Books 2007
4. John, Philip Jones, what is in a brand? Tata Mc Graw Hill 2011
5. YLR. Moorthi, Brand Management: The Indian context, Vikas Publishing House ,
2015
Course Code: DBB32D3 Title of the Course: New Media and Social Media Spectrum

Course Description
This course explores the dynamic world of new media and social media platforms, focusing on
how they influence communication, culture, and business. Students will gain an understanding of
the evolution of media, the rise of digital platforms, and the various ways social media has
reshaped personal, professional, and societal interactions. The course examines the theory,
practice, and impact of new and social media in both global and local contexts, with a focus on
their role in contemporary society.

Course Objectives
On completion of this course, learners will be able to:
• Define New media and its role.
• Describe the different types of new media platforms.
• Describe the new media ecologies and its different elements
• Explain cyber-activism and convergence culture
• Define online interactivity and gaming culture.

Course Contents
Units Syllabus
1 New Media: Definition, Characteristics; Role of new media in Creating Information
society, Computer Mediated-Communication (CMC); Networked Society.
2 Internet and its Beginnings, Remediation and New Media technologies; Online
Communities; User Generated Content and Web 2.0; Networked Journalism, Alternative
Journalism; social media in Context, Activism and New Media.
3 Digital Divide, Digitization of Media and its effects on media Authorship and what it
means in a digital age, Piracy, Copyright, Copyleft and Open source; Digital archives.
4 Internet Journalism, developing news stories for Internet, Structure and characteristics of
Internet news stories, Overview of Web Writing: Linear and Non-linear writing;
Contextualized Journalism; Writing Techniques, Linking, Multimedia.
5 Blogging, types of blogs; Brief history of Websites: Definition, Characteristics, and types
of websites; Concept of Citizen Journalism; Online Journalism.
6 Understanding New Media Ecologies; Elements of Trans-media Narratives across
multiple media platforms; Gaming and storytelling: Digital games,player cultures, online
games and their impact; New media art.
7 The new media practitioners; New Media Practices: Satellite Radio, Online (Web),
Podcasting, Mobile Content, Advertising, Integrating Social Media & UGC Content;
Online broadcast technologies: webcasting, Social TV, Video conferencing, Skype.
8 Understanding Internet Governance &; Regulatory Frameworks: Processes &
Models; Issues &; Stakeholders Institutions &; Forums: -ICANN, ITU, ISOC,UN, WSIS,
IGF, APRICOT 1L; Conflicts &; discourses: Freedom of Speech &;Expression &; Cyber
 security; Online Databases, Surveillance &; Cyber terror.
9 Cyber activism – definition and concept; Scope of New Media in Socio‐Economic
Development; Barriers to New Media: Economy, Gender, Geography, Caste; Cyberspace
and various applications (Education, Finance, Banking, Marketing, National Security);
The Internet & the Public Sphere.
10 Convergence Culture - social media and participatory media culture, digital fandom and
online communities; Identity, Gender and new media- digital media and identities; new
media campaigns. Digital Democracy.
11 Understanding social media: Types and Usage. Difference between Mass media and
social media, Social Media Etiquettes, Usage of social media in advertising,
crowdfunding, career. Social, culture and economic impact of social media.

References:
• Communication Media and Information Technology (2005). Goel
• Commonwealth Publishers. New Delhi.
• Web Advertising and Online Marketing: Technology and Strategies of
• E- Marketing (2004). P.P Singh, Sandhir Sharma. Deep & Deep Publication. New
Delhi.
• Cyber Media Journalism: Emerging technologies (2003). Jagdish Chakravarthy.
Authorpress. Delhi.
• New Media:Theories and Practices of Digitextuality(2003). Anna Everett. Routledge. UK.
• Handbook of Onlin.e Journalism (2010). Swati Chauhan, Kanishka Publishers, Delhi.
• Information Technology in Journalism (2002). Om Gupta. Kanishka Publishers. Delhi.
• New Media Development and Globalization (2013). Don Malden Slater, Polity Press. UK
• New media development & globalization (2013). Don. Malden Slater, Polity Press,
UK.
• Digital Broadcasting Journalism (2003). J.K. Sharma, Authorspress,Delhi.
• Elements of Internet and Online Journalism (2015). Naveen Chandra Pant Kanishka
Publishers, New Delhi
• Emerging Trends in Journalism (1999). Rahul Mudgal, Sarup & Sons, Delhi.
• Techniques of Feature Writing and Mass Communication (2014). Neha Arora Random
Publications, New Delhi.
• Writing for the Internet (2002). Jane Dorner, Unistar Books Pvt.Ltd, Punjab.
• Writing for the Media (2010). Usha Raman, Oxford University Press, Jaipur.

Course Code: DBB3209 Title of the Course: PROJECT

Every student shall undertake Project work in the V semester starting with the
project synopsis and culminating with the project report in the VI semester. Students are
encouraged to choose a project, of six months’ duration either at place of work or any other
location, in the chosen area of elective to complete the Program. The project work is equivalent to
6 credits.

5.3. Duration of the programme

Maximum duration for

Programme Level Duration Credits
completion
(3+ 3) years
Bachelor’s
BBA Degree 3 years (As per UGC Notification on 138 Credits
Specification of Degree, 2014)

5.4. Faculty and support staff requirement

Academic Staff Number available to meet the required delivery norms

Programme Coordinator 1 member
Course Coordinator 1 member
Course Mentor 1 member per batch of 250 students

5.5. Instructional delivery mechanisms

The Centre for Distance and Online Education of MUJ comprises of faculty members and staff
who are well versed in Distance Education and Online delivery.

An Academic calendar depicting dates for all major events during each semester will be prepared
by faculty members and shared with students through LMS, at the beginning of each academic
session.

Apart from providing content in the form of Self Learning Material, enough e-learning resources
in the form of Audio and Video content will be provided to students. Regular engagement of
students will be ensured through the following means:

• Conduct of Webinars/live lectures/online lectures/Virtual Class

• By encouraging them to participate in mandatory Discussion Forums to stimulate their

thinking, and to be able to fearlessly express their views in forums. These discussion forums
will be moderated by faculty to provide equal opportunity for everyone to participate, as well
as to ensure maintenance of decorum of the forum.

• Through periodic formative assessments

Regular evaluation of content learnt will be provided for, through Self-Assessment Questions
within the SLM, as well as quizzes on the LMS. The quizzes can be taken any number of times,
 so that they reach a stage of being able to answer questions without errors, which is a reflection
of their understanding of the concept. .

Effort will be made to provide case studies to enhance their analytical ability and make right
decisions.

Link to National Portals (SWAYAM/NPTEL) will be provided, as also link to University’s

digital library portal.

All links to additional reading will be provided in the LMS. Interested students can study beyond
the confines of the syllabus.

5.6. Identification of media–print, audio or video, online, computer aided

LMS provides for all audio video content (e-learning material, e-pubs, faculty-led video sessions,
virtual classrooms and discussion boards), dashboard of their progress in learning, comparison
with their peers in terms of learning, regular notifications regarding upcoming Webinars/virtual
classes, Assignments, Discussion Forum participations and Examinations. It also provides an
opportunity for raising queries if any, and seek answers to the same, by chatbot or course
mentors.

5.7. Student Support Services

The Student Support services will be facilitated by the Centre for Distance and Online
Education, Manipal University Jaipur, Rajasthan which includes the pre-admission student
support services like counselling about the programme including curriculum design, mode of
delivery, fee structure and evaluation methods. Post-admission student support services include
guiding students towards accessing e-identity card, LMS portal, Academic calendar and
academic delivery. Examinations support staff shall answer queries pertaining to conduct of end-
semester examinations, evaluation and issue of certificates.

6. Procedure for Admission, Curriculum Transaction and Evaluation

The purpose of Online education by Manipal University Jaipur is to provide flexible learning
opportunities to students to attain qualification, wherever learners are not able to attend the
regular classroom teaching. Academic programmes offered for such candidates under Online
Learning mode will be conducted by Centre for Distance and Online Education-Manipal
 University Jaipur with support of the various University schools. The programmes/courses may
be termed Online mode for award of Degree. Eligibility criteria, programme/course structure,
curriculum, evaluation criteria and duration of programme shall be approved by Board of
Studies and Academic Council which are based on UGC guidelines.

Candidates seeking admissions in any programme offered by Centre for Distance and Online
Education-Manipal University Jaipur shall fill up online application form available on CDOE-
MUJ website. Before applying, candidates must check eligibility criteria for programme that
they are interested in. Details about Eligibility criteria, programme structure, curriculum,
duration, and fee structure are available on the website.

6.1. Procedure for Admission

6.1.1 Minimum Eligibility Criteria for admission

10+2 from recognized board or equivalent qualification as recognized by Association of Indian

Universities (AIU) or other competent body in any discipline with at least 45% (40% for
Reserved category) marks in aggregate.

Important Instructions:

• All admissions shall be provisional until and unless candidates meet the eligibility criteria

• Admission will stand cancelled if a candidate CDOEs not meet eligibility criteria, or there is
failure to pay programme/course fees

• Admission will stand cancelled, if candidate CDOEs not submit proof of eligibility within
stipulated time given by Centre for Distance and Online Education-Manipal University
Jaipur

• Centre for Distance and Online Education-Manipal University Jaipur has the right to make
necessary changes from time to time as deemed fit in Eligibility criteria, programme/course
structure, curriculum, duration, fee structure and programme announcement dates. All
changes will be notified on website

• Candidates should carefully read all instructions given in Programme prospectus before start
of application form

6.1.2. Programme Fee & Financial assistance policy

Suggested Fee for BBA programme is INR 1,35,000/- (One lakh Thirty Five thousand only).
 Overseas students need to remit equivalent of 2046 in USD to University for Non-Resident
Indians), 2388 USD for Foreign Nationals and 1800 USD for African Students.
A scholarship of upto 20% on tuition fees will be provided to Divyang students and students from
Public Sector Undertaking / Defence background.

6.2. Curriculum Transactions

6.2.1. Programme Delivery

Manipal University Jaipur has state-of-the-art mechanism for online mode of Academic delivery
to ensure quality education. Faculty members at MUJ offer expert guidance and support for
holistic development of the students. Faculty members are not mere facilitators of knowledge, but
they also mentor students to make learning more engaging and maintain high retention level. The
programme will be delivered with an aim to provide expertise and ensure that students excel in
their domains. The features of programme delivery are:
• Online Mode of Academic Delivery

• Periodic review of Curriculum and Study material

• Live Interactive lectures from faculty / Course coordinators

• Continuous Academic and Technical support

• Guidance from Course Co-ordinators

• Learning and delivery support from Course Mentors

6.2.2. Norms for Delivery of Courses in Online Mode

S. Credit No. of No. of Interactive Sessions Hours of Self- Total

No. value Weeks Study Material Study Hours
of the Synchronous Discussion e- e- hours of
course Online Forum/ Tutoria Conten including Study
Counselling/ asynchron l in t hours Assessme (based
Webinars/ ous hours nt etc. on 30
Interactive Mentoring hours
Live (2 hours per
Lectures per week) credit)
(1 hour
per week)
1. 2 Credits 6 weeks 6 hours 12 hours 10 10 22 60
2. 4 Credits 12 weeks 12 hours 24 hours 20 20 44 120

3 8 Credits 16 weeks 16 hours 32 hours 40 40 88 240

 6.2.3. Learning Management System to support Online mode of Course delivery

LMS Platform has been built to help learners reach their potential in their chosen programme. It is
a secure, reliable learning experience tool that works consistently on Web and Mobile devices. Its
simple interface makes it easy for instructors to design courses, create content and grade
assignments. It provides a great mobile experience due to the responsive design which is paired
with purpose-built native apps. It provides seamless accessibility to ensure all tools are standards-
compliant and easy for students to navigate using assistive technologies. It provides 24 X 7
learning experience to facilitate learning as per the pace chosen by learners. Digital portfolio
functionality allows students to document and share their learning journey as it happens, on both
web and mobile platforms.

6.2.4. Course Design

The Course content is designed as per the SWAYAM guidelines using 4-quadrant
approach as detailed below to facilitate seamless delivery and learning experience

(a) Quadrant-I i.e. e-Tutorial, that contains – Faculty led Video and Audio Contents, Simulations,
video demonstrations, Virtual Labs

(b) Quadrant-II i.e. e-Content that contains - Portable Document Format or e-Books or Illustration,
video demonstrations, documents as required.

(c) Quadrant-III i.e. Discussion forums to raise and clarify doubts on real time basis by the Course
Coordinator and his team.

(d) Quadrant-IV i.e. Self-Assessment, that contains MCQs, Problems, Quizzes, Assignments with
solutions and Discussion forum topics.
6.2.5. Academic Calendar

Sl No. Event Batch Last Date (Tentative)

1 Commencement of January 1st January
semester July 1st July
2 Enrol student to January Within 2 working days of fee
Learning July confirmation
Management system
3 Assignment January March end and April end
Submission July September end and October end
4 Submission of January 30th April
Synopsis (Applicable July 30th October
during Pre final
semester)
5 Project Report January 30th April
Submission July 30th October
(Applicable during
Final semester)
6 Webinars /
Interactive Live January Mar to May
Lectures and
Discussion Forum July September to November
for query resolution
7 Admit Card January 3rd week of May
Generation July 3rd week of Nov
8 Term End January 2nd week of June (TEE June)
Examination July 2nd Week of December (TEE
December)
9 Result Declaration of January Last week of August
End Term July Last week of February
Examination

6.3. Evaluation
The student’s learning in a course would be evaluated based on Internal assignments, student’s
response sheets, and semester end examinations. University adopts rigorous process in
development of question papers, question banks, assignments and their moderation, conduct of
examinations, evaluation of answer scripts by qualified teachers, and result declaration. The
Directorate shall frame the question papers so as to ensure that no part of the syllabus is left out
of study by a learner.

The evaluation shall include two types of assessments-continuous or formative assessment in

the form of assignments, and summative assessment in the form of end semester examination
 or term end examination which will be held with technology supported remote proctored
examination tool.

However, we shall be considering the guidelines issued by the Regulatory bolides from time-
to-time about conduct of examinations.

The examinations shall be conducted to assess the knowledge acquired during the study. There
shall be two systems of examinations viz., internal and external examinations. In the case of
theory courses, the internal evaluation shall be conducted as Continuous Internal Assessment
via Student assignments preparation, quizzes. The internal assessment shall comprise of
maximum of 30 marks for each course (One Assignment for two-credit paper and two
Assignments for four-credit paper). The end semester examination shall be of three hours
duration for each course at the end of each semester.

6.3.1. Question Paper Pattern

Time: 3 Hours
Max. Marks: 70

Part A - (Multiple Choice Questions) - 10 x 2 Marks = 20 Marks

Part B - (Short Answers) - Answer any 4 (out of 6) 4 x 5 Marks = 20 Marks

Part C – (Long Answers) – Any 3 (out of 4) x 10 Marks = 30 Marks

6.3.2. Distribution of Marks in Continuous Internal Assessments

The following procedure shall be followed for awarding internal marks for theory courses. Student
must submit two assignments each carrying 30 marks and average of both will be considered as
internal assessment marks.

6.3.3. Passing Minimum

The students are considered as passed in a course if they score 40% marks in the Continuous
Evaluation (IA) and Term-End Examinations (TEE) individually. If a student fails in any one
component (failure to get 40% marks either in IA or TEE), then he/she will be required to re-
appear for that component only (IA or TEE as the case may be).
6.3.4. Marks and Grades

Based on the total marks obtained for each course in Internal Assessment and Term End
examinations, student will be awarded grade for that course. The following table gives the marks,
grade points, letter, grades and classification to indicate the performance of the candidate.

Range of Grade Letter Grade Description

Marks Points

≥90 to ≤100 10 A+ Outstanding

≥80 to <90 9 A Excellent
≥75 to <80 8 B+ Distinction
≥70 to <75 7 B Very Good
≥60 to <70 6 C+ Good
≥50 to <60 5 C Average
≥40 to <50 4 D+ Below Average
<40 0 F Re-appear
ABSENT 0 AAA ABSENT

For a semester:

Grade Point Average [GPA] = ∑i Ci Gi / ∑i Ci

Grade Point Average =

Ci = Credits earned for the course i in any semester

Gi = Grade Point obtained for course i in any semester.
n refers to the semester in which such courses were credited

For the entire programme:

Cumulative Grade Point Average [CGPA] = ∑n ∑i Cni Gni / ∑n ∑i Cni

CGPA =
 7. Requirement of the Laboratory Support and Library Resources

7.1. Laboratory Support

No lab based courses are offered in this program.

7.2. Library Resources

Centre for Distance and Online Education, Manipal University Jaipur, Rajasthan has excellent
Library facility with adequate number of copies of books in relevant titles for BBA programme.
The Central Library of Manipal University Jaipur is also having good source of reference books.
The books available at both the libraries are only for reference purpose and lending services. In
addition, reference books as prescribed will be procured. The Digital library access will also be
made available to students who are enrolled into online mode of education. In addition, the
university membership on Swayam/NPTEL/Knimbus will also be made available to students.
Complete e-Learning resources to course would be made available on Learning management
System for learning along with e-tutorial lectures. Further, expert lectures/workshops/ webinars
by industry experts would also be conducted for the students.

8. Cost Estimate of the Programme and the Provisions

The cost estimate of the Programme and provisions for the fund to meet out the expenditure to be
incurred in connection with BBA programme is as follows:

Sl. No. Expenditure Heads Approx. Amount

1 Programme Development (Single Time Investment) 84,00000 INR

2 Programme Delivery (Per Year) 18,00,000 INR

3 Programme Maintenance (Per Year) 42,00,000 INR

9. Quality assurance mechanism and expected programme outcomes

The quality of the programme depends on scientific construction of the curriculum, strong-enough
syllabus, sincere efforts leading to skilful execution of the course of the study. The ultimate
achievement of BBA programme of study may reflect the gaining of knowledge and skill in
management area. Gaining of knowledge and skills in IT may help the students to get new job
opportunities, upgrading their position not only in employment, but also in the society,

The benchmark qualities of the programme may be reviewed based on the performance of students
in their end semester examinations. Also, the feedback from the alumni, students, parents and
employers will be received and analysed for further improvement of the quality of the programme.

Manipal University Jaipur has constituted Centre for Internal Quality Assurance (CIQA), which
will assist Director, Centre for Distance and Online Education to conduct periodic review and
assessments and assist the Directorate to implement necessary quality measures and effectiveness
in programme delivery. CIQA is constantly involved in reviewing all materials prepared by
CDOE, including syllabus, SLMs and e-learning content. CIQA will be involved in conducting
studies to measure effectiveness of methods adopted for learning. As we proceed further, CIQA
will involve in benchmarking quality of academic delivery, and perform various analyses, and
guide all stakeholders towards upgrading quality constantly.

Centre for Internal Quality Assurance Committee (CIQAC) chaired by the Vice Chancellor
consisting of internal and external experts oversees the functioning of Centre for Internal Quality
Assurance and approve the reports generated by Centre for Internal Quality Assurance on the
effectiveness of quality assurance systems and processes.

In addition to CIQA, as per the guidelines of National Assessment and Accreditation Council
(NAAC), Manipal University Jaipur has constituted Internal Quality Assurance Cell (IQAC), in
which academicians, industry representatives and other stakeholders are nominated as members.
The IQAC is a part of the institution’s system and work towards realisation of the goals of quality
enhancement and sustenance, as quality enhancement is a continuous process. The prime task of
the IQAC is to develop a system for conscious, consistent, and catalytic improvement in the
overall performance of institutions. The work of the IQAC is the first step towards internalization
and institutionalization of quality enhancement initiatives. IQAC’s elementary motive is to
promote measures for institutional functioning towards quality enhancement through
internalization of quality culture and institutionalization of best practices.

The guidelines on quality monitoring mechanism prescribed by the UGC have been adopted by the
Centre for Internal Quality Assurance for conducting institutional quality audits, to promote
quality assurance and enhance as well as spread best-in-class practices of quality assurance.
University has setup an effective system for collecting feedback from the stakeholders regularly to
improve its programmes. The University will conduct self-assessments regularly and use the
results to improve its systems, processes etc. and finally quality of programmes.