Hand Book For Bba Students

HAND BOOK
FOR BBA STUDENTS
DEPARTMENT OF MANAGEMENT SCIENCES

NATIONAL UNIVERSITY OF MODERN LANGUAGES (NUML)
SECTOR H-9 ISLAMABAD
Vision
To establish as a world-class business school acclaiming distinction for research based,

innovative and dynamic entrepreneurial approach to knowledge based business education
leading to a better society underpinned by conscious sense of social responsibility.
Mission
To develop business leaders by providing conducive environment to our students and staff
to conduct teaching and research in effective and innovative ways to bring practical
solutions to the industrial challenges and opportunities faced by business organizations at
national, regional and global level.
Page ii of 188
Program Objectives
 Inculcating Critical Thinking and Decision Making.
 Nurturing the Organizational Management & entrepreneurial Competency.
 Building effective Communication and Leadership Skills.
 Inculcating Ethical Behavior and Social Responsibility.
 Exposure to Regional & Global Perspectives
Program Learning Outcomes

 Will be able to apply fundamental analytical and reflective thinking techniques to understand
industrial challenges and opportunities, comprehend varying options leading to effective decisions.
 demonstrate competency in the underlying concepts, theory and tools of Organizational management
& entrepreneurship taught in the undergraduate curriculum.
 display effective communication skills to achieve desired targets
 Articulate leadership skills by indulging into various activities.
 Identify, analyze and demonstrate on ground social responsibility areas involving different
stakeholders.
 Appreciate regional and global business related issues.
Page iii of 188

Alignment of program objective and outcomes with vision and
mission of the Department-(BBA-Program)
Vision Mission Program Objectives Program Learning Outcomes
To develop business  Inculcating Critical  Will be able to
To establish as leaders by providing Thinking and Decision apply fundamental analytical and
a world-class conducive Making. reflective thinking techniques to
business school environment to our understand industrial challenges and
acclaiming students and staff to  Nurturing the opportunities, comprehend varying
distinction for conduct teaching and Organizational options leading to effective decisions.
research based, research in effective Management &
innovative and and innovative ways entrepreneurial  Demonstrate competency in the
dynamic to bring practical Competency. underlying concepts, theory and
entrepreneurial solutions to the tools of Organizational
approach to industrial challenges management & entrepreneurship
knowledge and opportunities
 Building effective
Communication and taught in the undergraduate
based business faced by business curriculum.
Leadership Skills.
education organizations at
leading to a national, regional and
better society global level.  Inculcating Ethical  display effective communication
Behavior and Social skills to achieve desired targets
underpinned by
conscious sense Responsibility.  Articulate leadership skills by
of social indulging into various activities.
responsibility.
 Exposure to Regional &  Identify, analyze and demonstrate
Global Perspectives on ground social responsibility
areas involving different
stakeholders.
 Appreciate regional and global

business related issues.
Page iv of 188
Table of Contents
Vision......................................................................................................................................................................ii
Mission.................................................................................................................................................................... ii
Program Objectives...............................................................................................................................................ii
Program Learning Outcomes..............................................................................................................................iii
Alignment of program objective and outcomes with vision and mission of the Department-(BBA-Program)iv
HEC Minimum Criteria for BBA.........................................................................................................................7

LAYOUT FOR BBA (4-YEAR, 8-SEMESTER PROGRAMME).....................................................................8
SEMESTER-WISE BREAKUP............................................................................................................................9
Semester- I............................................................................................................................................................10
Course Title: Business Mathematics...................................................................................................................11
Course Title: Introduction to Information Technology....................................................................................13
Course Title: Introduction to Accounting..........................................................................................................15
Course Title: Freshmen English I.......................................................................................................................18
Course Title: Introduction to Business...............................................................................................................20
Semester - II..........................................................................................................................................................22
Course Title: Business Statistics-1......................................................................................................................23
Course Title: Financial Accounting....................................................................................................................26
Course Title: Freshmen English II......................................................................................................................28
Course Title: Principles of Management............................................................................................................30
Course Title: Principles of Marketing................................................................................................................32
Semester – III.......................................................................................................................................................37
Course Title: Islamic Studies...............................................................................................................................38
Course Title: Pakistan Studies............................................................................................................................40
Course Title: Business Statistic-II.......................................................................................................................42
Course Title: Cost Accounting............................................................................................................................45
Course Title: Introduction to Business Finance................................................................................................48
Course Title: Microeconomics............................................................................................................................52
Semester – IV........................................................................................................................................................55
Course Title: Business Communication and Professional Speech....................................................................56
Course Title: Business Ethics..............................................................................................................................58
Course Title: Financial Management.................................................................................................................60
Course Title: Macroeconomics............................................................................................................................64
Course Title: Management Information System...............................................................................................67
Semester - V..........................................................................................................................................................69
Course Title: Business Research Methodology..................................................................................................70
Course Title: Human Resource Management....................................................................................................74
Course Title: Business Policy and Strategy........................................................................................................84
Course Title: International Relations & Current affairs..................................................................................77
Course Title: Money & Banking.........................................................................................................................81
Semester – VI........................................................................................................................................................83
Course Title: International Business..................................................................................................................77
Course Title: Business Law.................................................................................................................................84
Course Title: Pakistan Economy.........................................................................................................................89
Course Title: Introduction to Social Sciences....................................................................................................91
Course Title: Production and Operation Management.....................................................................................95
Course Title: Entrepreneurship..........................................................................................................................97
Page v of 188
Semester – VII......................................................................................................................................................99
Course Title: Strategic Marketing....................................................................................................................100
Course Title: Consumer Behavior....................................................................................................................100
Course Title: Chinese Language-I....................................................................................................................102
Semester – VIII......................................................................................................................................................5
Course Title: Organizational Behavior................................................................................................................6
Course Title: Psychology.......................................................................................................................................9
Course Title: Chinese-II......................................................................................................................................11
Specialization Courses (Finance)........................................................................................................................13

Course Title: Analysis of Financial Statements.................................................................................................14
Course Title: Corporate Finance........................................................................................................................18
Course Title: Financial Risk Management..................................................................................................21
Course Title: Investment & Portfolio Management..........................................................................................23
Specialization Courses (HR)................................................................................................................................26

Course Title: Career Management and Planning..............................................................................................27
Course Title: Compensation Structure Development........................................................................................30
Course Title: Job Analysis Performance Evaluation and appraisal.................................................................32
Course Title: Organizational Development........................................................................................................34
Specialization Courses (Marketing)....................................................................................................................36

Course Title: Advertising & Promotion.............................................................................................................37
Course Title: Brand Management......................................................................................................................40
Course Title: New Product Development...........................................................................................................43
Course Title: Personal Selling.............................................................................................................................46
Specialization Courses (Supply Chain Management)........................................................................................49

Course Title: Inventory Management................................................................................................................50
Course Title: Logistics Management..................................................................................................................52
Course Title: Introduction to Supply Chain Management...............................................................................54
Course Title: Procurement..................................................................................................................................56
Specialization Courses (Entrpreneurship).........................................................................................................59

Course Title: Entrepreneurial Finance............................................................................................................60
Course Title: Entrepreneurial Marketing........................................................................................................62
Course Title: Social Entrepreneurship..............................................................................................................64
Research Report (BBA-FYP)..............................................................................................................................66
Page vi of 188
HEC Minimum Criteria for BBA
Twelve years of education is required for admission in BBA program.
Eligibility:
F.Sc / ICS / I.Com with 45% marks / A-Level with 50% marks and having studied any one of the
subjects viz: Statistics, Mathematics, Physics, Economics, Computer Science OR Commerce. All HEC’s
conditions apply.
Selection Criteria:
 Selection is based on marks obtained in entry test conducted by department.

 Cut-off marks for merit is to be determined by the University.
o Criteria.
i. Precious Academic Career 20%
ii. Test Weightage 75%
iii. Group Discussion/Interview 05%
Admission Procedure
i. Issuance of Admit Card.
Applicants obtain their Admit Cards by visiting the Admissions Office with a copy of the
bank Challan. Applicants residing outside Islamabad can get the Admit Card by from website
around the time of admission process.
ii. Aptitude Test
The Aptitude Test is conducted on specified date announced on NUML website. The Admit
Cards issued to the applicants indicate the test center, date, and reporting time. Please make
sure to read all instructions given on the back of the Admit Card carefully. The applicants
should bring their Admit Cards along with a photo ID to be able to appear for the Aptitude
Test.
iii. Interview
Interviews are conducted for evaluating the level of maturity, academic aptitude, motivation,
interpersonal skills and career focus of the applicants. Candidates who pass the Aptitude Test
qualify for interview. Interview detail displayed on websites. Selected candidates are to
report to the venue at the designated date and time for the said activity.
Candidates are required to bring the following documents in original on the day of Interview:
a. Matriculation / 'O' Levels certificate with transcript / marks sheet
b. Higher Secondary School Certificate(Part I) / 'A' Levels (First year) certificate with
transcript / marks sheet
iv. List of Successful Candidates
The names of candidates who qualify the admission requirements will be notified through a
list on our website (www.numl.edu.pk). These candidates will get their Fee Challan.
Page | 7
As a prerequisite for issue of Fee Challan successful candidates are required to deposit the
transcripts bearing proof of their having met the minimum academic eligibility requirements
for the respective programs.
LAYOUT FOR BBA (4-YEAR, 8-SEMESTER PROGRAMME)

Compulsory General
Requirement Requirement Discipline Specific Requirement
(CR) (GR) Foundation courses (Core)
12 Cr
25 Cr Hrs 25 Cr Hrs 27 Cr Hrs 33-45 Cr Hrs Hrs
To be
selected
from area
1. International of
1. Freshmen Relation and 1. Financial 1. Financial specializati
English-I Current Affairs Accounting I Accounting II on
2. Freshmen 2. Principles of 2. Financial
English-II 2. Psychology Marketing Management
3. Oral 3. Business 3. Marketing
Communication 3. Sociology Finance Management
4. Business 4. Principles of 4. Production
Communication 4. Logic Mgt Operation Mgt
5. Pakistan Studies 5. Business Ethics 5. IT in Business
5. Management
6. Islamic 6. Pakistan Information
6. HRM
Studies/Ethics (for Economy System Elective
Non-Muslims) Courses
7. Environmental 6. Entrepreneur-
7. Mathematics I Science 7. Business Law ship
8. Business
Research 7. Consumer
8. Macro Economics 8. History Methods Behaviors
9. Language: 8.
9. Micro
9. Statistics-I Arabic/ French/ Organizational
Economics
Chinese Behavior
9. Money and
10. Others Banking
10. Business
Policy
11. Intl. Business
Managements
12. Cost
Accounting
13. Statistic-II
14. Research
Project
Page | 8
SEMESTER-WISE BREAKUP
S.No Semester 1 Category S.No Semester 2 Category

1 Business Mathematics CR 1 Business Statistics I CORE
Introduction to Information
2 Technology CORE 2 Financial Accounting CORE
3 Introduction to Accounting CORE 3 Freshmen English II CR
4 Freshmen English I CR 4 Principles of Management CORE
5 Introduction to Business CORE 5 Principles of Marketing CORE

1 Microeconomics CR 1 Business Ethics GR
Management Information System
2 Cost Accounting CORE 2 (MIS) CORE
3 Islamic Studies CR 3 Financial Management CORE
Business Communication &
4 Pakistan Studies CR 4 Professional Speech CR
5 Business Statistics II CORE 5 Macroeconomics CR
6 Introduction to Finance GR

1 Money & Banking CORE 1 Business Policy & Strategy CORE
2 Human Resource Management CORE 2 Business Law CORE
International Relation &
3 Current Affairs GR 3 Entrepreneurship GR
4 International Business CORE 4 Introduction to Social Sciences CORE
5 Business Research Methods CORE 5 Production Operations Management CORE
6 Pakistani Economy GR

1 Strategic Marketing CORE 1 Organizational Behavior CORE
2 Foreign Language I (Chinese I) GR 2 Foreign Language II (Chinese II) GR
3 Consumer Behavior CORE 3 Psychology GR
4 Elective I SPCL 4 Elective III SPCL
5 Elective II SPCL 5 Elective IV SPCL
Page | 9
Semester- I
Course Code Courses Cr Hrs

BS - 111 Business Mathematics 3+0
CS - 111 Introduction to Information Technology 3+0
FIN - 112 Introduction to Accounting 3+0
HUM - 112 Freshmen English I 3+0
MGT - 111 Introduction to Business 3+0
Page | 10
Course Title: Business Mathematics
Course Code: BS-111
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Basic arithmetic and algebra skills to Intermediate level.
COURSE DESCRIPTION/OBJECTIVES:
The course objectives are
 Understanding the mathematical functions, principles and techniques that are useful in business
management.
 Enhancement of students‟ competency in application of mathematical linear & quadratic
equations
In solving business management problems
 Understanding the concepts of matrices and its applications.
 Understanding the concepts of simple interest, compound interest, annuities, discounted cash
flows and its business applications
 Derivatives and its role in business and economic approach
INTENDED COURSE LEARNING OUTCOMES

Upon the successful completion of this course, you should be able to learn:
 Mathematical Function
 Building and solving linear and quadratic equations
 Types of functions
 Matrices and its applications
 simple interest, compound interest, annuities, discounted cash flows
 Determinants and its applications
 Derivatives & its business applications
PROVISION OF SOFT SKILL
The students will develop the skill to use applied mathematics to solve their business and financial
problems.
RECOMMENDED TEXT BOOK
Business Mathematics by Frank.S.Budnick 4th Edition
REFERENCE BOOKS
Business Mathematics by Gary Clendenen and Stanley A. Salman 13th edition
ASSESSMENT INSTRUMENT WITH WEIGHTS

S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
3. Internal Evaluation Breakdown
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Lab Work/Practical Project
Any Other
Total 20 20
Grand Total 100
Page | 11
COURSE CONTENT
Week Lecture TOPICS TO BE COVERED
No No
1. Basic algebraic manipulations. Addition, subtractions, multiplication and addition of
algebraic terms, polynomials
1.
2. Basic Concepts of Equation, Linear equations containing 1 or more independent variables.
Operation on Linear Equations. Numerical Problems and Business relating Applications.
3. Basic Concepts of Equation, Linear equations containing 1 or more independent variables.
Operation on Linear Equations. Numerical Problems and Business relating Applications .
2. 4. Slopes and its interpretation, y-intercept and its interpretations. X-intercept and its
interpretation. Formation of linear equations using point slope form and Slope-Intercept
Form.
5. Slopes and its interpretation, y-intercept and its interpretations. X-intercept and its
Form.
3. Slopes and its interpretation, y-intercept and its interpretations. X-intercept and its
6.
Form.
7. Simultaneous equations & their Applications in Business & Economics, Equations with
Three Unknown and its Methods, their solutions & applications.
4.
5.
11. Matrix algebra, types of matrices, Operations on matrices, addition, subtraction,
multiplication of matrices. Inverse of a (2×2) & (3×3) matrix.
6.
12 Matrix algebra, types of matrices, Operations on matrices, addition, subtraction,
7.
MID TERM EXAMS
MID TERM BREAK
15. Revenue, Cost, Profit & its applications in Business problems
8.
16. Revenue, Cost, Profit & its applications in Business problems
17. Introduction to Break-Even Analysis, Concept of Break Even analysis, Business related
Problems
9.
18. Introduction to Break-Even Analysis, Concept of Break Even analysis, Business
related Problems
19. Interests Simple interests & applications. Simple discounts. Compound interests &
applications. Compound discounts.
10.
20. Calculation of interests annually, semiannually, monthly quarterly bases. Annuities & the
future values
21. Annuities & the present values
11.
22. Discounted Cash inflows. Net Present values
23. Derivatives & its basic rules
12.
13.
26. Applications of Maxima & minima in business problems
14.
END TERM EXAMS
Page | 12
Course Title: Introduction to Information Technology
Course Code: CS-111
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Computer Basics
This course is designed to introduce the basic concepts and working of today’s Internet and its impact on
individuals, society and organizations. The topics covered in this course include wired and wireless
networks, software and hardware components, database fundamentals, desktop and web applications, human
computer interactions and some economic and legal issues related to modern age of computers.
After successful completion of this course, students will be able to

 Explain information technology and understand its role in the modern age society
 Identify the many uses for a computer
 Identify the communication networks
 Identify operating systems for workstations and servers
 Describe the purpose and functions of communication hardware
 Analyze information gathered online to solve a problem
 Understand the basic concepts of MS Office tools

Using Information Technology 11th Edition by Brian K. Williams and Stacey Sawyer
REFERENCE MATERIAL
World Wide Web
“Computer Fundamentals” by P.K. Sinha
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 5
Assignements(s) 5
Class Participation 3
More than 90% Attendance 2
Presentations 5
Total 20 20
Grand Total 100
COURSE CONTENT
Page | 13
Week # Lecture # TOPICS TO BE COVERED
1. Introductions to Computer Basics and IT
1.
2. Information Technology Basics and Importance
3. Internet and the World Wide Web
2.
4. Physical Connections Wired Vs Wireless
5. Data Transmission Speeds and Satelite Wireless Communication
3.
6. TCP/IP Model and Internet Service Providers
7. Systems Softwares (Operating Systems)
4.
8. Services of an Operating System
9. Applications Softwares (Utility Programs)
5.
10. Various Ways to Obtain a Software
11. Hardware the CPU and Storage
6.
12 Hardware the Input and Output
13. Introduction to Microsoft Office Suite (Word, Excel, PowerPoint)
7.
14. MS Word Practical
MID TERM EXAMS
MID TERM BREAK
15. MS Excel Practical
8.
16. MS PowerPoint Practical
17. Analog Vs Digital Signals, Modems
9.
18. Network and its Types, Benefits of a Network
19. Network Structures and Components of a Network
10.
20. Network Linking Devices and Network Topologies
21. Introduction to Databases and its Storage Hierarchy
11.
22. Database Management Systems and its Benefits
23. Components of DBMS and Database Models
12.
24. Data Mining and Artificial Intelligence
25. Manipulating Digital Data (Audio, Video, Text, Graphics)
13.
26. Threats to Computers and Communication Systems
27. Safeguarding Computers and Communication Systems, Quality of life issues
14.
28. Systems Development (Six Phases of System Analysis and Design)
END TERM EXAMS
Course Title: Introduction to Accounting

Course Code: FIN 112
Page | 14
Credit Hours: 3+0
Course Instructor:
Prerequisites: None
Course Description:
Fundamentals of Accounting is a course that covers the fundamentals of accounting with the newcomer
in mind. Accounting is more than just memorizing terms and procedures. This course assumes students
have no prior knowledge about accounting or finance, and delivers lessons and examples to build
accounting skills. Specifically, this class addresses accounting terminology, revenue, expenses, net
income, the accounting equation, debits, credits, and balancing the accounting formula, the accounting
structure, the accounting cycle, journals, ledgers, the trial balance and more. It also guides students to
learn how to read financial statements properly, and how to grab meaningful information from the
balance sheet, income statements and cash flow statements.

Course Objectives:
The objective of the course is to provide an introductory knowledge of accounting to first-Semester

students. While a general overview of accounting principles relating to the preparation of financial and
managerial reports will be presented, the primary focus is to illuminate how accounting information is
utilized by a variety of stakeholders in planning, controlling and investing decisions.
After completing this course, students will have a solid understanding of accounting in today's world.
They will understand how and why financial transactions are documented, they will know what cash
flow is and how to improve it, and they will know what profit is, how it's interpreted, and what
influences its growth
By successfully completing this course, students will be able to:

 Identify why accounting is a necessary skill.
 Summarize the history of accounting.
 Identify and describe assets, liabilities and owners' equity.
 Recognize and compare the major financial reports.
 Describe and create a company's Income Statement.
 Compare and contrast a company's revenue, expenses, income, and retained earnings.
 Solve worksheet problems involving income statements, revenue, expenses, and net income.
 Identify the key elements of a Balance Sheet.
 Balance the accounting equation and properly chart debits and credits.
 Describe the key elements of bookkeeping.
 Avoid the pitfalls of bad bookkeeping habits.
 Describe the accounting cycle.
Textbook:
“FINANCIAL & MANAGERIAL ACCOUNTING (The Basis for Business Decisions’ - 15 th edition
(Chapter 1_5)
Page | 15
Authors:
 Robert F. Meigs
 Walter B Meigs
 Jan R. Williams
 Susan F. Haka
 Mark S. Bettner
 Joseph V. Carcello
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 5
Assignements(s) 7
Class Participation
More than 90% Attendance
Viva 8
Total 20 20
Grand Total 100
Page | 16
COURSE CONTENT

1. Introduction to Accounting.
1. 2. Accounting Information. Types of Accounting Information. Role of Accounting

Information in making decisions. Importance of Accounting Information for internal
and External users. Accounting Systems.
3. Basic Terms. Business and its types. Types of Accounts (Assets, Liabilities, Capital,
2. Expense and Revenue.
4. Types of Accounts. Accounting Cycle. Accounting Period,Credit,Debit,Fiscal Year,
5. How to balance the fundamental accounting equation; Debits and Credits; "T"
Accounting; Double Entry Accounting; Diagrams and Charts; Real World Example;
3. 6. Transactions. Cash and credit transaction. Effect of Transactions on Accounting
Equation. Source Documents; General Journal. Journalizing the events of increase in
capital, increase and decrease in Assets and Liabilities.
7. General Journal. Accrual Basis Accounting Applying Matching Principle and
Realization Principle in recording expenses and Revenue.
4. 8. General Journal and its relationship to ledger. Posting (Process of transferring
information from the journal to the individual accounts in the Ledger. Types of
Ledgers.
9. Trial Balance, Its Uses and Limitations.
5.
10. The Accounting Cycle. Journal, Ledgers and Trial balance.
11. Financial Statements. Nature and general purpose of Financial Statements. Relevant
Accounting Principles
6.
12 Purpose of the Income Statement; Multi-Step Income Statement; What are
Retained Earnings, Revenue, Expenses, Net Income, Income Tax,
13. Statement of Retained Earnings and Classified Balance Sheet. Relation of Income
7. statement, Statement of Owners Equity and Balance Sheet.
14. Practice from journal to Balance Sheet. Accounting Cycle.
MID TERM EXAMS
MID TERM BREAK
15. Need for adjusting entries, Types of Adjusting Entries. The concept of Depreciation.
Accumulated Depreciation. Book Value. Contra Asset Account. Depreciate able
8.
Assets. Useful Life.
16. Converting Assets to Expenses; Prepaid Expenses, Accrued Expenses
17. Converting liabilities to Revenue. Accruing uncollected revenue.
9. 18. Adjusted trial balance. Purpose of Adjusted Trial Balance. Effects of Adjusting
Entries on Financial Statements
19. Preparing a Work Sheet and its uses.
10.
20. Closing The Temporary Accounts. Preparation of After closing Trial Balance.
21. GAAP(Generally Accepted Accounting principles)
11. 22. Introduction to Merchandising Concerns. Operating cycle of Merchandising
Companies
23. Journal Entries in Periodic & Perpetual Systems
12.
24. Accounting for Merchandising Concerns
25. Special cases in Merchandising Companies Net method.
13.
26. Special cases in Merchandising Companies Gross method.
27. Credit terms, Cash discounts, Returns of Unsatisfactory ,Merchandising Exercise
14.
28. Revision/Viva
END TERM EXAMS
Page | 17
Course Title: Freshmen English I
Course Code: HUM-112
Credit Hours: 3+0
Course Instructor:
Prerequisites: None
 To provide students coming from diverse backgrounds of commerce, science and humanities
language skills for effective oral and written communication.
 To produce coherent and appropriate oral and written sentences.
INTENDED COURSE LEARNING OUTCOMES:

After completing this course the students will be able to:
 To write coherently and cohesively.
 To tell and write stories.
 To write and reply letters.
 To write different types of essays.
 To read and interpret text written in English language.
 To listen and decipher spoken forms of English language.
 To pronounce words in English language correctly.
 To construct grammatically correct oral and written sentences.
RECOMMENDED TEXT BOOK:
1. English for Undergraduates by D. H. Howe
2. Oxford Practice Grammar by John Eastwood
REFERENCE BOOKS:
Available Books
ASSESSMENT INSTRUMENT WITH WEIGHTS:
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 8
Assignements(s) 4
Presentations 6
Case Discussion
Any other
Total 20 20
Grand Total 100
Page | 18
COURSE CONTENT

No No
1. Unit One of English for Under Graduates by D. H. Howe
1. 2. Word classes, phrases, clauses
3. Unit Two of English for Under Graduates by D. H. Howe
2. 4. Structures of English sentences. Individual students introduce themselves before the
class.
5. Unit Three of English for Under Graduates by D. H. Howe
3.
6. Definite and indefinite articles. Public speaking: My first day in NUML.
7. Extended Reading of English for Under Graduates by D. H. Howe
a. Early autumn
4.
b. Plan of Attack
8. Simple present tense
9. Unit Four of English for Under Graduates by D. H. Howe
5.
10. Loud reading of extracts from English newspapers.
11. Unit Five of English for Under Graduates by D. H. Howe
6.
12 Story telling in groups. Present continuous tense
13. Unit Six of English for Under Graduates by D. H. Howe
7.
14. Present perfect tense and present perfect continuous tense
MID TERM EXAMS
MID TERM BREAK
15. Unit Seven of English for Under Graduates by D. H. Howe
8.
16. Public speaking: My plans for future
17. Unit Eight of English for Under Graduates by D. H. Howe
9.
18. Simple past tense. Simple past or present perfect tense?
19. Extended Reading of English for Under Graduates by D. H. Howe
a. Presents from my aunt in Pakistan
10. b. Wedding in the Flood
20. Past continuous tense. Past simple or continuous?
21. Unit Nine of English for Under Graduates by D. H. Howe
11.
22. Past perfect. Past simple or past perfect?
23. Unit Ten of English for Under Graduates by D. H. Howe
12.
24. Reading of extracts from English newspapers.
25. Unit Eleven of English for Under Graduates by D. H. Howe
13.
26. Future tenses
27. Appendices I and 2 of English for Under Graduates
14.
28. Public speaking: The role of social media in our lives
END TERM EXAMS
Page | 19
Course Title: Introduction to Business
Course Code: MGT-111
Credit Hours: 03
Course Instructor:
Prerequisites:
Proficiency in English language
To acquaints the students with the business terminologies in the status of self-employment, employee or
employer. The course shall contribute in the professional and technical knowledge of students in the
academia and the business world.
Upon successful completion of this course, students will be able to:
 Demonstrate an understanding of business concepts as a foundation for studying other

business subjects.
 Demonstrate an understanding of the forces that shape the business.
 Demonstrate an understanding of the major functions of business including
Management/Marketing.
 Describe the current business issues.
 Foster critical and analytical thinking.

Business, 10th Edition, Ricky W. Griffin and Ronald J. Ebert.
REFERENCE BOOKS:
 Global Business Today, 8th Edition, Charles W. L. Hill
 Case Studies of National and International Exposure.
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 3
Assignements(s) 3
Class Participation. 3
Présentations 3
Case Discussion 3
Practical Project 5
Total 20
Grand Total 100
Page | 20
COURSE CONTENT

1. Concept of Business and the Concept of Profit, Factors of Production
1.
2. Types of Business Organizations; Entrepreneurship; advantages and disadvantages
3. Partnership; advantages and disadvantages
2.
4. Corporation; advantages and disadvantages
5. Globalization; Levels of involvement; International Organizational Structures
3.
6. (Contd) International Organizational Structures
7. Barriers to International Trade.
4.
8. (Contd) Barriers to International Trade
9. Setting Goals and Formulating Strategy
5.
10. Management Process
11. Levels of Management, Areas of Management, Basic Management Skills
6.
12 Organizing the Business Enterprise; Organizational Building Blocks
13. Three forms of Authority, Basic forms of organizational structure.
7.
14. Review of contents covered for mid-term
MID TERM EXAMS
MID TERM BREAK
15. Foundations of Human Resource Management
8.
16. Developing the Workforce; Staffing the Organization
17. Training and Development , Compensation and Benefits
9.
18. New Challenges in Changing Workplace
19. Importance of Satisfaction and Morale, Concept of Motivation
10.
20. Classical Theory and Scientific Management, Human Resource Model
21. Two Factor Theory, Hierarchy of Needs Model
11.
22. Expectancy Theory, Equity Theory, Leadership Styles
23 Leadership Styles.
12. 24 Tools of Total Quality Management.
25 Marketing Environment.
13.
26 Marketing Mix.
27 The Product Life Cycle and BCG Matrix.
14
28 Review of contents covered in the session.
15 &16 END TERM EXAMS
Page | 21
Semester - II
CODE COURSE CREDITS
FIN-121 Financial Accounting 3
BS-122 Business Statistics-I 3
HUM-113 Freshman English II 3
MGT-121 Principles of Management 3
MKT-211 Principles of Marketing 3
Page | 22
Course Title: Business Statistics-1
Course Code: BS-122
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Basic arithmetic and algebra skills to Intermediate level
 This course provides an introduction to Probability and Descriptive statistics with applications.
Understand the Measures of Central Tendencies and Measures of Dispersion and discuss some of
the issues and problems associated with collecting and interpreting the concerned data, and basic
statistical studies.
 A deep understanding of formulas of Probability and the area where it is needed.
 Understand the concepts of Probability, Random variables and their Distributions, Discrete and
Continuous probability distributions, in particular the Binomial distribution and Normal
distribution.
 Understand the concepts of Estimation (Confidence Intervals) and Hypothesis testing for
population Averages and percentages. An introduction to linear regression is also the demand of
the course.
 The main objective is to provide students with the foundations to introduction to statistical
inference mostly used in business and economics.

On completion of this course, students will be able to:
 Use and apply knowledge learn in sampling, data description and data presentation in a business
environment;
 Apply basic probability concepts and probability distributions as an aid to business decision
making.
 Demonstrate an understanding from the knowledge learn and apply some fundamental statistical
methodology to solve problems.
PROVISION OF SOFT SKILL:
The students will develop the skill to conduct case study project, apply statistical methods to
gather data and reach research based solutions.

1) Elementary Statistics: A step by step Approach by: Allan G. Bluman 5TH Edition
2) Statistics for Business and Economics by Paul Newbold, 6th edition
3) Walpole R. E. “Introduction to Statistics” 3rdedt ; Macmillan Publishing Co.NY 1982.
REFERENCE BOOKS:
1) Kenkel J. L. “Introductory Statistics for Management and Economics” 3 rdedt. PWS-KENT
Publishing Company, Boston, 1989.
2) Freund J. E. “Elementary Business Statistics, the Modern Approach”, 6 thedt. Prenti Hall,
(1990).
Page | 23
S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
COURSE CONTENT
1. Meaning of Statistics , Data and data gatheringtechniques, Variables andConstant,
Population , Sample, Parameter and Statistics
1.
2. Discrete and Continuous variable, Quantitative and Qualitative data
Primary and Secondary data ,Methods for the collection of Pri-and Sec data
3. Presentation of data , Frequency Distribution (class interval , class limits,
2. Class Boundaries, Class Marks,Numerical related with these concepts
4. Cumulative frequency, Relative frequency,% age frequency with numerical
5. Graphical representation.Bar diagram, Histogram, Frequency polygon with
Numericals
3.
6. Measure of Central Location ,Arithmetic Mean, Median, Mode(for Ungrouped and
Grouped data) with related Numerical
7. Measure of Central Location ,Arithmetic Mean, Median, Mode(for Ungrouped and
Grouped data) with related Numerical
4.
8. Percentiles, Deciles and Quartiles, Relationship b/w mean, median, mode.
Shapes of Frequency distribution(concept of Symmetry and Skewness
9. Percentiles, Deciles and Quartiles, Relationship b/w mean, median, mode.
Shapes of Frequency distribution(concept of Symmetry and Skewness
5. 10. Measures of Dispersions , Significance of Measuring Variation ,
Absolute and Relative Variation, Standard Deviation, Variance, Coefficient of
Variation.
11. Measures of Dispersions , Significance of Measuring Variation ,
Absolute and Relative Variation, Standard Deviation, Variance, Coefficient of
6. Variation.
12 Correlation analysis, concept, Pearson product-moment Correlation coefficient,
Positive ,negative and Zero correlation with Interpretation , Related Numerical
13. Regression analysis(Concept) regression equation of X on Y & Y on X. regression
Coefficients, Least square method, coefficient of determination & its interpretation
7.
14. Regression analysis(Concept) regression equation of X on Y & Y on X. regression
Coefficients, Least square method, coefficient of determination & its interpretation
MID TERM EXAMS
MID TERM BREAK
15. Basic Concept of Probability, Sample Space, Concept of mutually and non-mutually
exclusive events, Probability of an Event, Laws of Addition
8.
16. Basic Concept of Probability, Sample Space, Concept of mutually and non-mutually
exclusive events, Probability of an Event, Laws of Addition
17. Addition Law for Mutually and non-mutually exclusive events with numerical
Multiplication law for Independent and Dependent events with numerical.
9.
18. Addition Law for Mutually and non-mutually exclusive events with numerical
Multiplication law for Independent and Dependent events with numerical.
10. 19. Concept of a Continuous Random Variable, Continuous Probability
Page | 24
Distributions, Properties of continuous probability density Function,
Continuous distribution(Normal distribution-concept)
20. Concept of Normal distribution , Pdf of Normal distribution , Properties of Normal distribution
, Normal and Standard normal distribution , Related numerical of Normal distribution
21. Concept of Normal distribution , Pdf of Normal distribution , Properties of Normal distribution
, Normal and Standard normal distribution , Related numerical of Normal distribution
11.
22. Concept of a Discrete Random Variables, Properties of discrete probability density
Function, Discrete Probability Distribution(Binomial, Poisson distribution)
23. Concept of a Discrete Random Variables, Properties of discrete probability density
Function, Discrete Probability Distribution(Binomial, Poisson distribution)
12.
24. Discrete distribution( Binomial distribution-concept, Properties of binomial distribution, Mean
and variance of binomial distribution, Related Numerical
25. Discrete distribution( Binomial distribution-concept, Properties of binomial distribution, Pdf ,
Mean and variance of binomial distribution, Related Numerical
13.
26. Discrete distribution( Poisson distribution-concept, Pdf of Poisson
distribution, Mean and variance of poisson distribution, Related Numerical
27. Discrete distribution( Poisson distribution-concept, Pdf of Poisson
14. 28. Discrete distribution( Poisson distribution-concept, Pdf of Poisson
END TERM EXAMS
Page | 25
Course Title: Financial Accounting
Course Code: FIN-121
Credit Hours: 3+0
Course Instructor:
Prerequisites: Fundamentals of Accounting.
Course Objective:
The role of financial accounting is the accumulation, analysis, and presentation of relevant financial data
of an enterprise to serve the needs of creditors, investors and other external decision makers. The
objective of this course is to familiarize the student with the basic concepts, standards and practices of
financial accounting. This course is designed to introduce advance concepts of accounting system. It
also helps the students to understand mechanics and design of accounting system in various forms of
business organizations. Phase II of Accounting procedures include Merchandizing transactions, Plant
assets depreciation, Bank Reconciliation Statement and preparation of company’s financial statements,
analysis and interpretation of financial statements, cash flows etc.
Key learning Outcomes:
Upon completion of the course student should be knowledgeable about the following areas:
 The objectives of financial reporting.
 The main users of financial reports.
 The kinds of decisions based on financial reports
 Limitations of financial reporting.
 The decisions that are made in financial reporting.
 Reading and understanding the basic financial statements.
 The impact of business transactions on financial statements.
 The linkages among the financial statements.
Textbook:
“FINANCIAL & MANAGERIAL ACCOUNTING (The Basis for Business Decisions’ - 15 th edition
(Chapter 1_5)
Authors:
 Robert F. Meigs
 Walter B Meigs
 Jan R. Williams
 Susan F. Haka
 Mark S. Bettner
 Joseph V. Carcello
Reference Books and Materials:

 Financial Accounting, 5th Edition, by Libby, Libby, and Short. Reference book.
 Principles of Accounting by M.A .Ghani. Reference book.
Page | 26
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 5
Assignements(s) 7
Class Participation
More than 90% Attendance
Viva 8
Total 20 20
Grand Total 100
COURSE CONTENT

1. Introduction to Merchandising Concerns
1.
2. Operating cycle of Merchandising Companies
3. Periodic and Perpetual Approaches
2.
4. Journal Entries in Periodic & Perpetual Systems
5. Accounting for Merchandising Concerns
3.
6. Special cases in Merchandising Companies Net method.
7. Special cases in Merchandising Companies Gross method.
4. 8. Credit terms, Cash discounts, Returns of Unsatisfactory ,Merchandising
Exercise
9. Preparation of Classified Financial Statements
5.
10. Multi-step Income statement & Classified Balance sheet.
11. The Control of Cash Transactions.
6.
12 Cash, Cash equivalents, Lines of Credit. Internal Control over Cash.
13. Bank Reconciliation Statement
7.
14. Comparison of bank statement and depositor’s records.
MID TERM EXAMS
MID TERM BREAK
15. Plant and Equipment and Depreciation.
8
16. Categories of Assets
17. Depreciation Methods: Straight Line Method, Units of Out–PUT
9. Method.
18. Accelerated Depreciation Methods, Declining balance method.
19. Sums of year’s digit method, MACRS depreciation rates.
10.
20. Intangible Assets and amortization.
21. Natural Resources and Depletion
11.
22. Stockholder’s Equity Transactions.
23 Book, Par and market value concepts.
12
24 Calculation of retained earnings.
25. Types of stock(Preferred and Common stock)
13.
26. Cash Flow Analysis
27. Preparation of Cash Flow Statement through Direct method and
14. Indirect Method
28. Discussion on problems and revision session.
END TERM EXAMS
Page | 27
Course Title: Freshmen English II
Credit Hours: 3+0
Course Instructor:
Prerequisites: Freshman English I
 To understand the process of communication and its importance in professional and
administrative work.
 To communicate effectively both verbally and non-verbally in professional situations.
 To differentiate between communication inside and outside the organization.
 To prepare effective written and e mail messages.
 To execute the importance of interpersonal communication in meetings and working in
groups keeping in view the importance of self-disclosure and feedback.

After the completion of this course the students will be able to:
 Understand the importance of communication in life and particularly professional situations.
 Identify various components and settings of communication.
 Execute principles of effective verbal and non-verbal communication.
 Identify various tools of communication inside and outside an organization.
 Plan and prepare effective messages.
 Write effective emails.
 Understand and implement the principles of interpersonal communication in business
meetings.
 Follow guidelines for self-disclosure.
1. Business English and Communication (8th edition) by Lyn R. Clarke
2. Business Communication: Strategy and Skill by Mary Munter
3. Effective Business Communication (International 7th edition) by Herta A. Murphy
4. Business and Administrative Communication (5th edition) by Kitty O. Locker
5. Oxford Practice Grammar by John Eastwood
REFERENCE BOOKS
1. Business Communication (3rd edition) by Kitty O. Locker
2. Business Communication Today (7th edition) by Courtland L. Bovee
3. Communicate! (10th edition) by Rudolph F. Verderber

S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 8
Assignements(s) 4
Presentations 6
Case Discussion
Any other
Total 20 20
Grand Total 100
Page | 28
COURSE CONTENT
No No
1. Communication in our lives. Need for communication.
1. 2. Components and settings of communication. Loud reading of extracts of news on
business and economy from English newspapers.
3. Theories of communication. Active and passive sentences
2.
4. Why study business communication.
5. Verbal communication. Importance of language.
3.
6. How to speak clearly? Reading comprehension exercises from newspapers.
7. Nonverbal communication or NVC. Use of body motions in NVC. Conditional
4. sentences of type zero and one.
8. Use of self-presentation and environment in NVC.
9. Communication inside an organization. Written and oral forms.
5.
10. Vertical (downward and upward) and horizontal communication. Conditional
sentences of type two.
11. Communication outside an organization. Written and oral forms.
6.
12 Tools for communication outside an organization. Conditional sentences of type
three.
13. Effect of technology on business communication.
7.
14. E mail and e mail writing. All types of conditional sentences.
MID TERM EXAMS
MID TERM BREAK
15. Seven Cs of communication. Planning and preparing effective business messages.
8. 16. Layout and design of business letters. Use of must, need to, have to etc.
Public speaking: Poverty-causes and effects.
17. Organizational plan of positive or good news or neutral messages.
9. Practice of writing positive messages.
18. Prepositions. Public speaking: Pollution-causes and effects.
19. Organizational plan of bad news messages. Practice of writing bad news messages.
10.
20. Public speaking: Latest business trends
21. Organizational plan of persuasive messages. Practice of writing persuasive messages.
11.
22. Direct and indirect messages.
23. Interpersonal communication
12.
24. Listening, working in groups and meetings. Linking words
25. Conducting business meetings. Preparing agenda and writing minutes of the meeting.
13.
26. Roles of chairperson and participant in a business meeting
27. Guidelines for self-disclosure. Giving personal feedback.
14. 28. Styles of conflict management. Using communication skills in resolving conflict by
collaboration.
END TERM EXAMS
Page | 29
Course Title: Principles of Management
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Principles of management is a basic course as it is prerequisite for future courses.
 Principles of management is a fundamental course of basic learning in business studies
focusing on definitions, differentiation and implication of learning concepts.
 To introduce the basic managerial functions of management: Planning. Organizing, leading
and controlling; Corporate social responsibility and ethics.
 To address the most pertinent issues of environment, culture and globalization likely to be
encountered in Organizational life and future by professionals especially in Pakistan.
 Enhance the primary knowledge, basic concepts& analytical skills of students by developing
confidence and team learning.
 Familiarize the current social, cultural, economic, political and global challenges of
management and business world.
 Orient the students to modern management practices essentials for successful management of
multiple organizations.

Stephen P. Robbins, Mary Coulter, Management. 11th edition.
REFERENCE BOOKS:
 Courtland L. Bovee, John V Thill. Marian Burk Wood, George P. Thill, Management,
international Edition.
 Analytical discussions on “Seven Habits of highly Effective People” by Stephen R. Covey and
“Six Thinking Hats” by Edward Debono.

Sr. # Items Marks
1 MidTerm Exam 30
2 End Term Exam 50
3 Internal Evaluation Breakdown
Quiz(s) 5
Assignements(s) 5

Présentations 5
Class participation 5
Total 20
Grand Total 100
Page | 30
COURSE CONTENT
Week Lecture
TOPIC TO BE COVERED
# #
1 Foundation of management. Definition Scope and Function of Management.
1
2 Different levels, Roles and Skills of Management, Management & Organization.
3 Current trends & Issues of Management; workforce diversity, globalization.
2
4 IT development, Knowledge Management, Innovation and Creativity etc.
5 Management theories and perspectives. Evolution of Management Theories.
3
6 Scientific Management, Administrative Management, Bureaucratic Management.
7 Behavioral theories, Hawthorne Studies, System Approach, Contingency Approach.
4
8 Organizational culture & environment: Different Views and Sources of Culture.
9 External & Internal Environmental Factors, Task & Mega Environment.
5
10 Corporate social responsibility, Views on CSR, value based management
11 Ethics in management, factors affecting ethics and improving ethical behaviors.
6
12 Decision making: Decision making process of eight steps and its Conditions.
13 Decision Making Errors and Biases, Types of Problems and Respective Decisions.
7 Foundation of planning: Conceptual View of Planning and its Purpose and
14
importance.
MID TERM EXAMS
MID TERM BREAK
15 Challenges and Types of Planning, Types and characteristics of Goals and Plans.
8
16 Developing Organizational Goals. Traditional Approach and MBO
Organizing; Foundation of Organizational Structure and design, Contingency
17
9 Factors.
18 Types of Organizational Structure, Departmentalization & Chain of Command.
Span of Control & Formalization, Centralization and Decentralization, Work
19
10 division
20 Mechanistic & Organic Organizations, Traditional & Contemporary Designs.
Environmental Uncertainty, Scanning and dynamism effects on Organizational
21
Design.
11
Leadership and management: Differences and Similarities, Who are Leaders? What
22
is Leadership?
23 Early Leadership Theories: Trait & behavioral theories, Different Leadership Styles.
12 Models of Leadership: Fielders Model, Path Goal Theory, Blanchard Situational
24
Theory.
Contemporary Theories of Leadership: Transactional, Transformational and LMX
25
13 Theory
26 Foundation of Control: Importance of Control, Control Process of different steps.
27 Elements, Approaches and Types of Controlling, Organizational Performance
14
28 Measures to Control Organizational Performance. Control Strategies for deviations.
END TERM EXAMS
Page | 31
Course Title: Principles of Marketing
Course Code: MKT-211
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Introduction to Business
Course Objectives:
Principles of Marketing introduces you to the essentials of marketing (key concepts, methods of
analysis, strategies and tactics) critical to managing profitable customer relationships in today’s
dynamic and connected environment. Specifically, the course goals are:
 To understand the marketing concept.

 To recognize and suggest applications of the marketing concept.
 To identify implications of the marketing concept for the accounting, finance, research and
 development, purchasing, production, and personnel functions for marketing and service
 functions.
 To evaluate the effects of the marketing concept on the firm, consumers, and society.
Key Learning Outcomes:
The concepts and techniques learnt through this course will help students in a number of ways,
including:
 A comprehensive understanding of the basic principles and tools of marketing.

 A better understanding of other business-related courses in their undergraduate
programme.
 Making effective career choices.
 Marketing themselves more effectively in their professional and personal lives.
 Be more smart customers of goods and services.
Reference Material:
 Philip Kotler, Gary Armstrong, Ehsan Ul Haq Principles of Marketing,A South Asian
Perspective 13th edition, PEARSON.
 Marketing by Michael J . Etzel , Bruce J. Walker and William Stanton , International
Edition
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
Page | 32
1. Marketing: Creating and Capturing Customer Value
What Is Marketing?
Marketing Defined
The Marketing Process
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Market Offerings— Products, Services, and Experiences
2. Customer Value and Satisfaction
1.
Exchanges and Relationships
Markets
Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve
Choosing a Value Proposition
Marketing Management Orientations
Preparing an Integrated Marketing Plan and Program
Building Customer Relationships
3. Capturing Value from Customers
Creating Customer Loyalty and Retention
Growing Share of Customer
Building Customer Equity
The Changing Marketing Landscape
The Uncertain Economic Environment
The Digital Age
Rapid Globalization
Sustainable Marketing—The Call for More Social Responsibility
2. The Growth of Not-for-Profit Marketing
4. Company and Marketing Strategy: Partnering to Build Customer
Relationships
Company-Wide Strategic Planning: Defining Marketing’s Role
Defining a Market-Oriented Mission
Setting Company Objectives and Goals
Designing the Business Portfolio
Planning Marketing: Partnering to Build Customer Relationships
Partnering with Other Company Departments
Partnering with Others in the Marketing System
5. Marketing Strategy and the Marketing Mix
Customer-Driven Marketing Strategy
Developing an Integrated Marketing Mix
Managing the Marketing Effort
Marketing Analysis
3. Marketing Planning
Marketing Implementation
Marketing Department Organization
Marketing Control
Measuring and Managing Return on Marketing Investment
6. Case Study Discussions
4. 7. Analyzing the Marketing Environment
The Microenvironment
The Company
Suppliers
Marketing Intermediaries
Competitors
Publics
Customers
8. The Macroenvironment
The Demographic Environment
The Economic Environment
The Natural Environment
Page | 33
The Technological Environment
The Political and Social Environment
The Cultural Environment
Responding to the Marketing Environment
9. Managing Marketing Information to Gain Customer Insights
Marketing Information and Customer Insights
Assessing Marketing Information Needs
Developing Marketing Information
Internal Data
Competitive Marketing Intelligence
Marketing Research
Defining the Problem and Research Objectives
Developing the Research Plan
5.
Gathering Secondary Data
Primary Data Collection
10. Implementing the Research Plan

Interpreting and Reporting the Finding
Analyzing and Using Marketing Information
Customer Relationship Management
Distributing and Using Marketing Information
Other Marketing Information Considerations
11. Consumer Markets and Consumer Buyer Behavior
Model of Consumer Behavior
Characteristics Affecting Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
6. Psychological Factors
Types of Buying Decision Behavior
Complex Buying Behavior
Dissonance-Reducing Buying Behavior
Habitual Buying Behavior
Variety-Seeking Buying Behavior
12 Case Study Discussion
13. Customer-Driven Marketing Strategy: Creating Value for Target Customers
Market Segmentation
Segmenting Consumer Markets
Segmenting Business Markets
Segmenting International Markets
Requirements for Effective Segmentation
7. Market Targeting
Evaluating Market Segments
Selecting Target Market Segments
14. Differentiation and Positioning
Positioning Maps
Choosing a Differentiation and Positioning Strategy
Communicating and Delivering the Chosen Position
MID TERM EXAMS
8
MID TERM BREAK
9. 15. Products, Services, and Brands: Building Customer Value
What Is a Product?
Products, Services, and Experiences
Levels of Product and Services
Product and Service Classifications
Product and Service Decisions
Individual Product and Service Decisions
Product Line Decisions
Product Mix Decisions
Page | 34
16. Services Marketing
The Nature and Characteristics of a Service
Marketing Strategies for Service Firms
Branding Strategy: Building Strong Brands
Brand Equity
Building Strong Brands
Managing Brands
17. New Product Development and Product Life-Cycle Strategies
New-Product Development Strategy
The New-Product Development Process
Idea Generation
Idea Screening
Concept Development and Testing
Marketing Strategy Development
Business Analysis
Product Development
Test Marketing
Commercialization
10 18. Managing New-Product Development
Customer-Centered New-Product Development
Team Based New-Product Development
Systematic New-Product Development
New-Product Development in Turbulent Times
Product Life-Cycle Strategies
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Additional Product and Service Considerations
Product Decisions and Social Responsibility
19. Pricing: Understanding and Capturing Customer Value
What Is a Price?
Major Pricing Strategies
Customer Value-Based Pricing
Cost-Based Pricing
Competition-Based Pricing
11. Other Internal and External Considerations Affecting Price Decisions
Overall Marketing Strategy, Objectives, and Mix
Organizational Considerations
The Market and Demand
The Economy
Other External Factors
20. Case Study
12. 21. Marketing Channels: Delivering Customer Value
Supply Chains and the Value Delivery Network
The Nature and Importance of Marketing Channels
How Channel Members Add Value
Number of Channel Levels
Channel Behavior and Organization
Channel Behavior
Vertical Marketing Systems
Horizontal Marketing Systems
Multichannel Distribution Systems
Changing Channel Organization
Channel Design Decisions
Analyzing Consumer Needs
Setting Channel Objectives
Identifying Major Alternatives
Evaluating the Major Alternatives
Page | 35
Designing International Distribution Channels
22. Channel Management Decisions
Selecting Channel Members
Managing and Motivating Channel Members
Evaluating Channel Members
Public Policy and Distribution Decisions
Marketing Logistics and Supply Chain Management
Nature and Importance of Marketing Logistics
Goals of the Logistics System
Major Logistics Functions
Integrated Logistics Management
23. The Promotion Mix --- Integrated Marketing Communications
The New Marketing Communications Model
The Need for Integrated Marketing Communications
A View of the Communication Process
Steps in Developing Effective Marketing Communication
Identifying the Target Audience
Determining the Communication Objectives
Designing a Message
Choosing Media
12.
Selecting the Message Source
Collecting Feedback
24. Setting the Total Promotion Budget and Mix
Setting the Total Promotion Budget
Shaping the Overall Promotion Mix
Integrating the Promotion Mix
Socially Responsible Marketing Communication
Advertising and Sales Promotion
Personal Selling
25. Case Study Discussion
13.
26. Sustainable Marketing: Social Responsibility and Ethics
27. Project Presentations
14.
28. Project Presentations
END TERM EXAMS
Page | 36
Semester – III
CODE COURSE CREDITS
FIN-212 Cost Accounting 3
HUM-122 Islamic Studies
HUM-123 Pakistan Studies 4
MGT-123 Microeconomics 3
BS-123 Business Statistics-II 3
FIN-211 Introduction to Business Finance 3
Course Title: Islamic Studies

Page | 37
Credit Hours: 2+0
Course Instructor:
Prerequisites: Nil
Course Description:
a. Translation of Five selected Surahs

Students will have understanding about Quranic Surahs
b. Translation and Explanation of Five selected Hadiths
Students will be able to understand the hidden meaning selected Hadiths
c. Fundamental Doctrine of Islam.
Aware the students about the basic doctrines of Islam
d. Fundamental Human Rights.
Aware the students about the basic Rights of others to make them a useful member of
society.
e. Holy Prophet (SAWW) as a Role model .
Students will be able to know about the ethical behavior of Holy Prophet (SAWW)
f. Life of Holy Prophet (SAWW).
Inform students about the Life History of Holy Prophet (SAWW).
g. Kasb e Halal
Inform Students about the legal ways to earn livelihood.
Course Objectives:
1. Meet the criteria of HEC

2. Make a strong bond between the young students and Islam
3. Make them aware of their Rights & Duties
4. Make them understand the meanings of Quranic Verses & hadiths
5. Make them a good citizen as well as a good Muslim
 Students will be able to understand the meanings of Quranic Verses & Hadiths
 They will have a strong relation with Islam
 They will be aware of basic teachings of Islam
Textbooks (or Course Materials) with Edition:
Tafheem e Islamiat by Dr Prof M. Nawaz Chohdary

Islmic Education by M D Zafar
Islamic Studies by Rafique Mohammad.
Page | 38
SNR ITEMS MARKS

1 Mid Term Exam 15
2 End Term Exam 25
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 10 10
GRAND TOTAL 50
COURSE CONTENT

1. 1. Introduction
2. 2. Translation of five Surahs
3. 3. Translation & Explanation of selected hadiths
4. 4. Translation & Explanation of selected hadiths
5. Fundamental Doctrine o Islam
5.
6. Fundamental Human Rights
7. 7. Revision
MID TERM EXAMS
MID TERM BREAK
8. 8. Holy Prophet (SAWW) as a Role model
9. 9. Life of Holy Prophet (SAWW)
10. 10. Life in Makkah
11. 11. Life in Madina
12. 12. Ghazwat
13. 13. Importance of Kasb e Halal
14. 14. Revison.
END TERM EXAMS
Page | 39
Course Title: Pakistan Studies
Credit Hours: 2+0
Course Instructor:
Prerequisites: Nil
Course Objectives:
Aims and Objective of this course is to introduce students with the comprehensive and conceptual
interdisciplinary knowledge about Pakistan. This course will cover all major dimensions of the
interdisciplinary approach of studying the Area or Region. Basic concept of various related aspects will
be taught to the students as well.
The analytical approach based on reason and empirical realities of the issue will be the only method of
investigation.
Key learning outcomes:
BOOKS
 Ali, Sheikh. Mubarak, “An Analytical Approach to the Economy of Pakistan”, Karachi 1998.
 Constitution of Islamic Republic of Pakistan PLD
 Dar, Saeeddudin Ahmed, “Ideology of Pakistan”, NIHCR Islamabad 2000
 Hashmi, S.H., “The State of Social Sciences in Pakistan”, COSS, Islamabad, 2001.
 Iqbal, Ch., “Pakistani Society”, Lahore 1998.
 Mahmud, Safdar, “Pakistan’s Political Roots and Development” Lahore 1994
 Shafqat,Saeed, “Contemporary Issues In Pakistan Studies”, Azad, Lahore, 1998.
SNR ITEMS MARKS

1 Mid Term Exam 15
2 End Term Exam 25
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 10 10
GRAND TOTAL 50
Page | 40
COURSE CONTENT

1. 1. Introduction
2. 2. The basis of the creation of Pakistan,
3. 3. Allahbad Address of Dr Allama Muhammad Iqbal 1930.
4. 4. Historical overview of the needs and events of the origin of Pakistan
5. The various political problems i.e. Islam vs. secularism, presidential vs.
parliamentary system,
5.
6. Provincial autonomy, electoral system, martial laws, salient features of the
constitutions of the 1956, 1962, 1973.
7. 7. Revision
MID TERM EXAMS
MID TERM BREAK
8. Economic conditions of the Muslims during British period, economic
8.
problems at the time of independence
9. Economic Policies, mixed economy, Nationalization privatization,
9.
free market economy.
10. 10. Characteristics of Pakistani Society, changing patterns of Pakistani Society
11. 11. Geo Strategic Significance, Threats, alliances
12. Role in International Crisis, (Pakistan’s relations with India, Muslim
12.
countries etc)
13. 13. Pakistan and the new world order, Political and social challenges etc
14. 14. Revision.
END TERM EXAMS
Page | 41
Course Title: Business Statistic-II
Course Code: BS-123
Credit Hours: 3+0
Course Instructor:
Prerequisites: Business Statistics 1
At the end of this course, students should be able to learn:
 The skills necessary to critically assess statistical results

 The development of a certain level of skepticism regarding some of the statements that we often
encounter about empirical economic phenomena.
 Focusing on using sample measures to infer about the characteristics of a population and
undertaking the task of estimating the key characteristics of the population.
 Proper testing techniques to determine whether or not various interesting assertions or statements
about the population are supported by the sample evidence.

 Students come to known What is Statistical inference- Use basic Statistical operations in
their relevant field.
 Critical Thinking and Problem Solving - Evaluate information and solve problems.
 Personal Responsibility - Value one’s own skills.

The students will develop the skill to draw conclusions about their population parameters and be able
to reach practical solutions.

1) Kenkel J. L. “Introductory Statistics for Management and Economics” 3 rd edt. PWS-KENT
Publishing Company, Boston, 1989.
2) Walpole R. E. “Introduction to Statistics” 3rd edt ; Macmillan Publishing Co.NY 1982.
REFERENCE BOOKS:
Freund J. E. “Elementary Business Statistics, the Modern Approach”, 6th edt. Prentice Hall, (1990).
S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
Page | 42
COURSE CONTENT
Week #Lecture # TOPICS TO BE COVERED
1. Sampling Theory Population, Sample and Sampling, Parameter and Statistics,
and Types of Population.
1.
2. Homogeneous and Heterogeneous Population , Finite and Infinite Population
Sampling unit, Sampling Frame and Sampling Design. Aim of Sampling.
3. Sampling unit, Sampling Frame and Sampling Design, Aim of Sampling,
Advantages of Sampling.
2.
4. Uses of Sampling; Probability Sampling and Non-probability sampling,
Sampling with and without replacement.
5. Sampling Distribution and Standard Error, Sampling Error and Non-Sampling
Error, Estimation, Estimator and Estimate..
3. 6. Stratified Random sampling, Cluster Sampling, Systematic Sampling,
Judgment
Sampling, Quota Sampling, Convenience Sampling.
7. Stratified Random sampling, Cluster Sampling, Systematic Sampling,
Judgment
4. Sampling, Quota Sampling, Convenience Sampling.
8. Sampling Distribution of Means
9. Sampling distribution of Proportions
5.
10. Sampling Distribution of difference between two means
11. Sampling Techniques: Simple Random Sampling, Methods to draw a simple
random sample, Verification of (with replacement) and
(without replacement).
6.
12 Sampling Techniques: Simple Random Sampling, Methods to draw a simple
random sample, Verification of (with replacement) and
(without replacement).
13. Introduction to multiple linear regression and its application in business
7. problems.
14. Fitting a multiple linear regression line and finding its coefficients.
MID TERM EXAMS
MID TERM BREAK
15. Statistical Inference: Estimation and testing of hypothesis. Estimate and
estimator, concept of point and interval estimation. Properties of a good
8. estimator.
16. Interval estimation: construction of confidence intervals with different levels of
significance
17. Confidence intervals for population mean when population variance is known
and when population variance is unknown for large and small sample sizes.
9.
18. Confidence intervals for difference between two population means when
population variance is known and for large and small sample sizes.
19. Confidence intervals for proportion and difference between two proportions for
large large and small sample sizes.
20. Testing of Hypotheses: Concept of hypothesis, types of Hypothesis: Null,
10. Alternative, Simple and composite, Level of Significance, Test-Statistic, One
tailed and two tailed tests, Acceptance region and rejection region , General
Procedure for testing the population parameter.
11. 21. Testing of Hypotheses: Concept of hypothesis, types of Hypothesis: Null,
Page | 43
Alternative, Simple and composite, Level of Significance, Test-Statistic, One
tailed and two tailed tests, Acceptance region and rejection region , General
Procedure for testing the population parameter.
22. Tests (z & t) concerning the population mean when population variance is known
and when the population variance is unknown also for small and large sample sizes.
23. Tests (z & t) concerning the population mean when population variance is known
and when the population variance is unknown also for small and large sample sizes.
12.
24. Tests ( Z-test ) concerning the difference between two population means when population
variance is known for large and small sample sizes.
25. Tests ( t-test ) concerning the difference between two population means(dependent
and independent samples) when population variance is known and when population
13.
variance is unknown for large and small sample sizes.
26. Tests concerning the population proportion.
27. Tests concerning the difference between two population proportions.
14. 28. Tests ( test) concerning the association of attributes, population variances and
goodness of fit. Confidence Interval for population variance.
END TERM EXAMS
Page | 44
Course Title: Cost Accounting.
Credit Hours: 3+0
Course Instructor:
PREREQUISITE:
Fundamentals of Accounting & Financial Accounting.
COURSE OBJECTIVES:
The aim of the course is to equip students with skills and knowledge to:
 Identify and calculate different types of costs (direct, indirect, variable, and fixed costs).
 Distinguish between job-costing, process-costing, and joint-costing systems.
 Determine the product cost by means of full- costing and direct-costing methods.
 Determine the product cost by means of historical (actual) and standard cost systems.
KEY LEARNING OUTCOMES:
On completion of this course, students will be able to:

 Explain cost management concepts, product costing techniques.
 State and evaluate choices between alternative product costing systems and methods in a cost-
benefit context.
 Develop an understanding of how to utilize cost data in planning and control.
 Apply Cost Accountants’ Codes of Ethics to resolve an ethical situation.
 Develop verbal and writing communication skills and teamwork ability.
REFERENCE BOOKS:
 Cost Accounting by Matz ,Usry 9th Edition Text book.

 Cost Accounting by Sohail Afzal for B.COM. Reference book.
ASSESSMENT INSTURMENT WITH WEIGHT:

Evaluation will be done on the following basis.
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 7.5
Assignements(s) 7.5
Class Participation/presentations 5
Total 20
Grand Total 100
Page | 45
COURSE CONTENT
1. INTRODUCTION TO COST
1. 2. Difference b/w cost & expense.
Difference b/w financial & cost accounting.
3. COST, CONCEPTS AND CLASSIFICATION.
4. Component of product cost.
2. Component of period cost.
Changes in cost in cost in response to business volume.
Opportunity cost, Sunk cost Standard cost.
5. Cost of goods manufactured & sold statement.
3. 6. Cost of goods manufactured & sold statement through Reverse
Method
7. Cost of goods manufactured & sold statement through formulas
4. 8. Multiple step income statement.
Balance sheet of a production concern.
9. GENERAL ENTRIES INCLUDING
 Material consumed in production.
5.  Labor cost incurred.
 Incurrence of Factory overhead cost in production
10. Completion Of Cost Accounting Cycle through journal entries.
11. Practice of journal entries
6.
12 COST ACCOUNTING CYCLE through T a/c ‘s
13. Posting entries in T a/c’s using single W.I.P a/c’s
7.
14. Posting entries in T a/c’s using three W.I.P a/c’s
MID TERM EXAMS
MID TERM BREAK
15. Job Order Costing: Introduction of job order costing.
Types of JOB Order Costing.
Job cost sheet & its components
8.
16. Introduction of job order costing.
Types of JOB Order Costing.
Job cost sheet & its components
17 Introduction to Process Costing.
18 Types of product flow.
9.
Process adopted by different departments.
Cost of production report.
10. 19 Normal loss & abnormal loss in process costing.
20 Difference b/w normal & abnormal losses.
11. 21 Adjustment of loss in equivalent production schedule
22 Adjustment of Abnormal loss in FOH.
23 Addition Of Materials In Production.
24. Increase in number of units.
12
Adjustment of addition in equivalent production schedule.
Calculation of unit cost.
25. Quantitative Models For Planning And Control.
26 Economic order quantity. EOQ
13.
Determination of optimum order size.
Determination of frequency of orders.
27 Revision of topics
14.
28. Revision of topics
END TERM EXAMS
Page | 46
Course Title: Introduction to Business Finance
Credit Hours: 3+0
Course Instructor:
1. Course Introduction
This is a basic course in Business Finance for BBA program. The main objective of this course is to
prepare students to understand the language of business finance, the Corporate Objective and
basic terminology of Business Finance, the preparation of time value of money, present and future
value of money, then how to evaluate annuity concept in it. How to evaluate the capital projects,
calculation of cost of capital and optimal capital structure?
2. Prerequisites:
ITBF is an introductory course of finance and assumes that the student must have clear Business
Mathematics course
3. Textbook
a. Financial Management 13th Edition by Van C. Horne

b. Financial management by Brigham and Housten 13th edition
 You will be using first textbook as course book; so you must bring first book in every class
 You do not need to bring second one. We will have homework/assignments from second book.
4. Course Description:
This course is designed to introduce you to the fundamental issues of finance and to
the quantitative techniques used to address them. We will consider questions of concern for
both corporate financial managers and investments managers. When you have successfully
completed this course, you will be able to:
• Describe and evaluate the basic features of finance and role of financial manager
• Describe and evaluate the different financial markets
• Identify the basic components of nominal interest rates and use them to make expected return
comparisons among assets
• Apply time value of money concepts to complex cash flow scenarios
• Price bonds and other fixed-income financial assets
• Understand the basics of the term structure of interest rates and the yield curve
• Determine the fundamental price for common stock, using the constant-growth dividend discount
model
• Understand the basic structure of ratio analysis
• Evaluate alternative techniques for analyzing project opportunities and budgeting capital
• Apply the net present value criterion to complex capital budgeting problems
5. Reference Material:
 One Case Study will be solved from each topic provided you in advance.
6. Course Objectives:
To introduce the students to the field of Finance!! The course is designed to give an
understanding of the fundamental finance concepts like what is finance, what are the basic issue
that a financial manager face, what are the basic functions of financial management, how we
use time value of money to maximize our utility of funds, evaluating the financial performance
of a firm; derive the expected rate of return; understand the valuation of financial securities;
evaluate the long term projects; and calculate the financing cost. The students should be able to
Page | 47
identify link between the concepts that they have learned/ are learning in the course to the
financial decisions that they are making in their personal as well as on-job lives. Since the
course gives a basic understanding of many areas in finance, the students after taking the course
will be able to identify the area/areas which interest them most. This will help the students in
selecting the elective courses in finance and ultimately in selecting their career path.
7. Course Outcomes:
After successful completion of this course, students will be able;

o To understand the language and concepts used in Business Finance
o To understand the time value of money and their application in our life
o To analyze and interpret the basic valuation of long term securities
o To calculate present and future value of money and evaluate the capital projects basic
techniques
o To prepare the cash budget, sale budget. And purchase budget for company
8. Assessment Instrument with Weights
a. Midterm 30%
b. End term 50%
c. Internal evaluation 20% (Quizzes 10%, Assignments 10%)
9. Details of Internal Evaluation (reference to Para 11, point c )
13.1 Quizzes: (10 out of 20 Marks, 10/20)

a. There will be five quizzes
b. Out of five quizzes, three best quizzes (based on your obtained marks in quiz) will be
selected for inclusion in your grade points
c. Each quiz carries 10 marks
d. There will be NO MAKE UP quiz for those who missed the quiz will get adverse effect in
his/her Grade Points.
e. I also reserve the right to give these quizzes as unannounced “pop” quizzes during the
semester.
13.2 Assignments: (10 out of 20 Marks, 10/20)
a. There will be 04 main assignments that need to be furnished individually

b. Assignments should be made on class register, not on separate sheet
c. Marks will be obtained on efforts, completeness and correctness of questions
d. Each assignment has 10 marks and cumulatively weight as 10 in final grade
e. There will be no submission after dead line
9.2.1 Assignment No 1
9.2.1.1 Attempt all time value of money questions (Chapter 3) from Brigham
9.2.2.1 Attempt all Valuation of Securities questions (Chapter 3) from Brigham
Need to submit these both assignments before Mid Term
9.2.3.1 Attempt all Analysis of Financial Statements questions (Chapter 6) from Brigham
9.2.4.1 Attempt all Capital Budgeting Questions (Chapter 8) from Brigham
Need to submit these both assignments before End Term
10. PARTICIPATION
Your active participation in class is necessary, both for you and for your classmates. Your
participation score will reflect my assessment of your attendance, your contributions to class
discussions, and your overall positive demeanor during class. If a student has completed all of these
following criteria’s he/she will be awarded 5 extra marks in internal evaluations
11. My Teaching Philosophy
Page | 48
It is important to me that each of you is successful in this course in terms of learning and in terms of
grades. However, it will depend on your attitude, hard work and desire to learn and excel. I do not
believe in spoon feeding and will expect you to take initiative. Come prepared in the class, go
through assigned readings and complete all the tasks and assignments given to you. I will try to
provide a conducive to learning environment in the classroom. I encourage interaction and
discussions. Do not hesitate to ask or to contact me if you have a question. Don't wait until the last
minute to work on assignments or prepare for the exams. Do not delay. Procrastination in semester
system is a sure way to failure. Exams and Assignments will be due before you think they will be.
12. Weekly Topics that will be cover during class
Week Lecture
No No
TOPICS TO BE COVERED
Introduction of Business (Link with previous subject ITB)
Forms of business organizations & their characteristics
 sole proprietorship
 partnership
 Joint Stock Companies, Limited liability concept, Legal status and
1 process of their formation till IPO
 Difference between Pvt limited and Public Limited company
1  Advantages and limitations of each business
 Hierarchy of a Company
Goal of the firm, difference between profit maximization and shareholders
wealth maximization, agency problems
Goals of a Financial Manager, Finance and accounting. What is financial
management? Difference between investing, financing and asset
2
management decisions. Formation of companies/financial statements of
companies Solution to end Questions (Van Horne Page 14)
Financial Markets, Money market vs capital markets; primary markets vs
3
secondary Market
2
Flow of Funds between different markets and role of Financial
4
Intermediations
Concept of Time Value of Money, Discussion of Time Line its importance,
5
3 Difference between Present Value and Compound Value concept
6 Solution of Question for Simple and Compound Interest
7 Annuity, Discussion of Annuity Questions
4
8 Effective interest verses compound interest. Questions and problems.
9 Solution of related Questions (Van Horne Self Correction and Problems)
5
10 Solution of related Questions (Van Horne Self Correction and Problems)
Valuation of Long Term Securities, Basic Concepts of Valuations, Different
11
6 Types of Bonds on the Basis of Valuations
12 Valuation of Bonds (Solution of Relevant Questions Van Horne Chapter 4)
13 Valuation of Stock, Different Types of Stocks on the Basis of Valuations
7
14 Valuation of Stock (Solutions of All remaining questions)
Flow of Funds, Sources and Uses of Funds, Discussion of Fund Flow
15
Statement and its uses in business environment
8
Adjustments in Fund Flow Statement (Solution to relevant Questions from
16
Van Horne Chapter 7)
17 MID TERM EXAMS
9
18 MID TERM BREAK
19 Midterm Paper display
10
20 Mid Term Paper Solution
Page | 49
21 Preparation of Cash Budget
11
22 Preparation of Sale and Purchase Budget
Preparation of Forecasted Balance sheet and Income Statement with the
23
12 Adjustment of Cash
24 Solution to relevant Questions from Van Horne Chapter 7
25 Capital budgeting, Different capital budgeting techniques.
13
26 Discounted verses non-discounted techniques. Payback period method, IRR
27 Net present value method, Profitability index
14
29 Revision of the Course
15
Page | 50
Course Title: Microeconomics
Credit Hours: 3+0
Course Instructor:
Prerequisite:
Course Description:
The purpose of the course is to give students a careful understanding of the principles of economics that
are applied to the functions of individual decision makers, both consumers and producers, within the
larger economic system.
In this course, students will learn to apply an analytical approach to the study of how individuals and
societies deal with the fundamental problem of scarce resources. This approach is applied to everyday
decisions faced by individuals as they try to maximize their utility, to businesses that try to maximize
profits and to the whole of society as it attempts to use its resources efficiently.
 The major objective of this course is to provide an introduction to a broad range of economic
concepts, theories and analytical techniques to the students.
 It considers microeconomics - the analysis of choices made by individual decision-making units
(households and firms).
 The use of a market, supply and demand, model will be the fundamental model in which trade-
offs and choices will be considered through comparison of costs and benefits of actions.
 The course serves to develop reasoning and analytical skills among the students.
Upon successful completion of the course a student will be able to:

 Apply economic reasoning to the analysis of selected contemporary economic problems.
 Understand how households (demand) and businesses (supply) interact in various market structures
to determine price and quantity of a good produced.
 Understand the links between household behaviour and the economic models of demand.
 Represent demand, in graphical form, including the downward slope of the demand curve and what
shifts the demand curve.
 Understand the links between production costs and the economic models of supply.
 Represent supply, in graphical form, including the upward slope of the supply curve and what shifts
the supply curve.
 Understand the efficiency and equity implications of market interference, including government
policy.
 Understand how different degrees of competition in a market affect pricing and output
 Apply economic reasoning to individual and firm behaviour.
 Understand the meaning of marginal revenue and marginal cost and their relevance for firm
profitability.
 Understand the major characteristics of different market structures and the implications for the
behaviour of the firm.

 ECONOMICS by Sameulson Nordhaus. 19th Edition. By McGraw Hills Publications
 Microeconomic Analysis by Hal Varian. 3rd Edition (Latest edition available).
REFERENCE BOOKS
 Modern Economic Theory: Micro and Macro Analysis by K.K. Dewett.
Page | 51
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 09
Assignements(s) 05
Présentations 03
Case Discussion
Any Other
Total 20 20
Grand Total 100
COURSE CONTENT

1. Introduction to the concept of Scarcity
Efficiency and Inefficiency
Micro & Macro Economics
1. Basic problems of Economic organization
2. Positive vs. Normative Economics
Production Possibility Frontier
Opportunity costs
3. Law of Demand, Deriving the demand curve
Shift in Demand curve and Movement along the curve
Determinants of Demand
2.
4. Law of Supply. Deriving the Supply curve
Shifts in Supply Curve and Movement along the curve
Determinants of Supply
5. Equilibrium of Demand & Supply
Effects of shift in Demand & Supply
3.
6. Introduction to the concept of Elasticity. Elasticity of Demand
Determinants of demand Mathematical calculation and diagrams
7. Elasticity of Supply. Determinants of supply
4. 8. Cross Elasticity of demand.
Impact of tax on price & quantities
9. Law of Diminishing Marginal Utility.
Law of Equi- Marginal Utility
5. 10. Income Effect & Substitution Effect.
Income Elasticity. Market Demand.
Paradox of value. Consumer Surplus
11. Indifference Curve Analysis. Characteristics of indifference curves.
Indifference curve for substitutes, complementary goods
6.
12 Concept of Budget line, Changes in Budget line due to Income change &
Price change.
13. Production Function
Total Product, Average Product & Marginal Product
7. Law of Diminishing Returns
14. Returns to Scale Technological Change Short run & Long run,
Productivity & Aggregate Production unction Business Organizations
MID TERM EXAMS
MID TERM BREAK
8. 15. Economic Analysis of Costs (TC, FC, VC, MC)
Page | 52
Relation between MC and AC.
16. Diminishing Returns & U-shaped Curves.
Link between production and costs.
Income Statement & Balance Sheet
17. Behavior of Competitive Firms. Perfect Competition
9. 18. Short run & Long run Equilibrium
Total Costs, Zero profit & Shut Down Condition
19. Supply Behavior in Competitive Industries
10. 20. Special Cases of Competitive Markets Fixed Supply & Eco. Rent
Back- ward Bending Supply Curve
21. Monopoly, Oligopoly & Monopolistic Competition
Sources of Market Imperfections
11.
22. Marginal Revenue & Monopoly
Profit Maximizing Conditions. Monopoly Equilibrium
23. Nature of Imperfect Competition
12. Theories of Imperfect Competition
24. Collusive Oligopoly. Monopolistic Competition
25. Price discrimination
13.
26. Natural Monopolies
27. REVISION
14.
28.
END TERM EXAMS
Page | 53
Semester – IV
CODE COURSE CREDITS
HUM-211 Business Ethics 3
HUM-223 Business Communication & Professional Speech 3
MGT-124 Macroeconomics 3
CS-222 Management Information System 3
FIN-221 Financial Management 3
Course Title: Business Communication and Professional Speech

Credit Hours: 3+0
Course Instructor:
Prerequisites:
 To develop positive, constructive and practical approaches to effective written and oral
communication.
Page | 54
 To speak objectively and persuasively.
 To prepare and execute well oral presentations with effective visual aids.
 To develop skills to face media.
 To interpret and write business documents.
 To demonstrate oral and written skills for job search including writing letters of applications,
preparing resume and interviews.

After the completion of this course the students will be able to:
 Prepare and execute effective oral presentations.
 Identify and implement the principles of informative speaking.
 Identify and implement the principles of persuasive speaking.
 Plan, write and reply memorandums.
 Understand the importance of intercultural communication and identify strategies for
addressing the needs of diverse audience.
 Interpret and write short and long reports.
 Write letters of application, resumes and prepare for job interviews.

1. Business English and Communication (8th edition) by Lyn R. Clarke
2. Business Communication: Strategy and Skill by Mary Munter
3. Effective Business Communication (International 7th edition) by Herta A. Murphy
4. Business and Administrative Communication (5th edition) by Kitty O. Locker
REFERENCE BOOKS:
1. Business Communication (3rd edition) by Kitty O. Locker
2. Business Communication Today (7th edition) by Courtland L. Bovee
3. Communicate! (10th edition) by Rudolph F. Verderber

S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 8
Assignements(s) 4
Presentations 6
Case Discussion
Any other
Total 20 20
Grand Total 100
COURSE CONTENT:
Week No Lecture No TOPICS TO BE COVERED
1. Oral presentation. Types, formats and strategy for planning.

1. 2. Role of audience and use of visual aids in oral presentations.
3. Informative speaking
2.
4. Principles and methods of informing
5. Persuasive speaking
3.
6. Principles of persuasive speaking
Page | 55
7. Writing memorandums. Types, organizational plan etc.
4.
8. Informative speeches by individual students
9. Intercultural communication: Growing importance and benefits
5.
10. Need to address cultural differences in business communication
11. National cultural variables.
6.
12 Persuasive speeches by individual students.
13. Reading comprehension exercises from newspapers
7.
14. Revision
MID TERM EXAMS
MID TERM BREAK
15. Short reports. Types, format and organizational plans.
8.
16. Reading and writing short reports
17. Long reports. Essential elements and organizational plans.
9.
18. Reading long reports.
19. Job hunting: written aspect.
10.
20. Resumes. Types and elements.
21. Letter of application. Types and elements.
11.
22. Reading and writing resumes and letters of application.
23. Job hunting: oral aspect.
12.
24. Interview and its types.
25. Role of interviewee.
13.
26. Role of interviewer.
27. Mock interview of individual students.
14.
28. Revision
END TERM EXAMS
Page | 56
Course Title: Business Ethics
Credit Hours: 3+0
Course Instructor:
Prerequisites: Nil
Course Objectives:
1. To aware students about the advance knowledge of Ethics.

2. By using managerial framework, explain how ethics can be integrated in to Business practices.
3. Provides an overview of the concepts, process, and best practices associated with Successful
business ethics program.
4. Prepare students for ethical dilemmas they will face in business careers
Course Outcomes:
1. Would be able to understand the theories of ethics.

2. Would have a n extensive knowledge of ethics,
3. Would be able to apply ethical approaches s in making decision.
4. Would be able to deal with complex environment with applying ethical practices.
Textbooks (or Course Materials):
 Business Ethics by Joseph W. Weills. 3rd Edition.

 Business Ethics; Ethical decision making and cases by O.C Ferrell, John Paul Fraedrich, Linda
Ferrell.
Reference Material:
 Text books
 Handouts
 Case studies
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Any other
Total 20 20
Grand Total 100
Page | 57
COURSE CONTENT:

1. What is Ethics? Why Ethics are important for any business?
1. 2. Business Ethics and the changing environment, Relationship between Business and
Ethics
3. Decision –making levels of ethics, Myths about Business Ethics, Stages of Moral
2. development
4. Stakeholder Management approach
5. How to execute Stakeholder Analysis
3.
6. Why a business should be ethical.
7. Case study.
4.
8. Issue management approaches
9. Crisis management approaches
5.
10. Decision criteria for ethical reasoning.
11. Ethical theories and Principles.
6.
12 Social responsibility roles.
13. Decision making styles.
7.
14. Case study
MID TERM EXAMS
MID TERM BREAK
15. Moral and Immoral management.
8.
16. Concept of an ethical organization.
17. Moral leadership.
9.
18. Case study.
19. Ethical responsibilities towards consumer stakeholder.
10.
20. Corporate ethical responsibilities and the environment
21. Ethical responsibility in advertisement.
11.
22. Case study.
23. Workforce in twenty first century.
12.
24. Employee stakeholders; trends and ethical issues.
25. Employer an employee rights and responsibilities.
13.
26. Discrimination.
27. Whistle-Blowing.
14.
28. Case study.
END TERM EXAMS
Page | 58
Course Title: Financial Management
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Financial Management is a second level course of finance and assumes that the student must have
clear Introduction to Business Finance
Textbook
c. Financial Management 13th Edition by Van C. Horne

d. Financial management by Brigham and Housten 13th edition
You will be using first textbook as course book while second one as a reference; you must
bring first book in every class but you do not need to bring second to class. We will be
doing homework assignments from second book, so you need the most recent version.
Course Description:
This course is designed to introduce you to the fundamental issues of finance and to
the quantitative techniques used to address them. We will consider questions of concern for
both corporate financial managers and investments managers. When you have successfully
completed this course, you will be able to:
• Describe and evaluate the main features of financial markets

• Identify the major components of nominal interest rates and use them to make expected return
comparisons among assets
• Apply time value of money concepts to complex cash flow scenarios especially using case study
methods
• Pricing the bonds and other fixed-income financial assets in real case scenarios
• Understand the basics of the term structure of interest rates and the yield curve
• Determine the fundamental price for common stock, using the constant-growth dividend discount
model
• Use the capital asset pricing model to quantify the risk-return tradeoff
• Determine a firm’s weighted average cost of capital
• Discuss the Statement of Cash flow using both direct and indirect method
• Evaluate alternative techniques for analyzing project opportunities and budgeting capital
• Apply the net present value criterion to complex capital budgeting problems such as probability
tree plots
Reference Material:
 6 Case Studies are attached.
Course Objectives:
The purpose of the financial management is to enable you to understand the financial decision –
making process and to interpret the impact that financial decisions will have on value creation. The
course introduces the three major decision –making areas in financial management: the investment,
financing and asset management decisions.
Course Outcomes:
Page | 59
 Describe the opportunities of financial manager.
 Demonstrates the ability in understanding the financial statements by computing the
significant ratios and interpreting the values through narrative reports.
 Perform critical analysis on capital investment scenarios.
 Use financial and other information to undertake financial planning and forecasting and
analyze alternative investment decisions
Assessment Instrument with Weights
d. Midterm 30%
e. End term 50%
f. Internal evaluation 20% (Quizzes 10%, Assignments 10%)
Details of Internal Evaluation (reference to Para 11, point c )
12.1 Quizzes: (10 out of 20 Marks, 10/20)
f. There will be five quizzes

g. Out of five quizzes, three best quizzes (based on your obtained marks in quiz) will be
selected for inclusion in your grade points
h. Each quiz carries 10 marks
i. There will be NO MAKE UP quiz for those who missed the quiz will get adverse effect in
his/her Grade Points.
j. I also reserve the right to give these quizzes as unannounced “pop” quizzes during the
semester.
12.2 Assignments: (10 out of 20 Marks, 10/20)
f. There will be 04 main assignments that need to be furnished individually

g. Assignments should be made on class register, not on separate sheet
h. Marks will be obtained on efforts, completeness and correctness of questions
i. Each assignment has 10 marks and cumulatively weight as 10 in final grade
j. There will be no submission after dead line
12.2.1.1Solution of Case 1 and 2
Need to submit these both assignments before Mid Term
12.2.4.1Solutions of all relevant questions of all chapters from first lecture to last
Need to submit these both assignments before End Term
13. PARTICIPATION: Your active participation in class is necessary, both for you and for your classmates.
Your participation score will reflect my assessment of your attendance, your contributions to class
discussions, and your overall positive demeanor during class. If a student has completed all of these
following criteria’s he/she will be awarded 5 extra marks in internal evaluations
14. Weekly Topics that will be cover during class
Page | 60
Week Lecture
No No
TOPICS TO BE COVERED
Introduction of Business and Finance
1 Goal of the firm, difference between profit maximization and shareholders
wealth maximization, agency problems
1 Goals of a Financial Manager, Finance and accounting. What is financial
management? Difference between investing, financing and asset management
2
decisions. Formation of companies/financial statements of companies Solution
to end Questions (Van Horne Page 14)
Concept of Time Value of Money, Discussion of Time Line its importance,
Difference between Present Value and Compound Value concept, Solution of
3
Question for Simple and Compound Interest, Annuity, Discussion of Annuity
2 Questions,
Effective interest verses compound interest. Questions and problems. Solution
4 of related Questions (Van Horne Self Correction and Problems) (Discuss and
Solve Case No 1,2)
Valuation of Long Term Securities, Basic Concepts of Valuations, Different
5 Types of Bonds on the Basis of Valuations Valuation of Bonds (Solution of
Relevant Questions Van Horne Chapter 4)
3
Valuation of Stock, Different Types of Stocks on the Basis of Valuations
6 Valuation of Stock (Solutions of All remaining questions, Van Horne Chapter
4) (Discuss Cases 3 and 4)
Risk and Return of a single asset. Concept of probability distribution.
7 Standard Deviation, coefficient of variance. Difference between total risk,
4 Systematic and non-systematic risk.
8 Discussion of Portfolio risk and return
9 Difference between SML and CML
5
10 Problems and Questions related to Risk and return Chapter 5 Van Horne.
11 Problems and Questions related to Risk and return Chapter 5 Van Horne.
6
12 Discuss Case no 5 and 6
13 What are financial statements. Users of financial statements.
7 Ratio analysis. Liquidity ratios, debt or leverage ratios. Questions and
14
problems.
Coverage ratios, activity ratios. Questions and problems relating to the ratios
15 and their interpretation. Profitability ratios: Gross profit ratio, net profit ratio
8 ,operating profit ratio. Questions and numerical. Chapter 6 Van Horne
16 Questions and numerical. Chapter 6 Van Horne, relevant
17 MID TERM EXAMS
9
18 MID TERM BREAK
19 Midterm Paper display
10
20 Mid Term Paper Solution
21 Cash Flow Statement by Direct Method
11
22 Cash Flow Statement by Indirect Method
12
Risk and Real Option in Capital Budgeting: Overview of capital budgeting
25 techniques, payback period, net present value method, internal rate of return,
profitability index.
13 Risk in capital budgeting. Concept of probability distribution, standard
deviation, coefficient of variance. Probability distribution approach. Decision
26
tree approach. Calculation of coefficient of variance (Solution to relevant
Question chapter 14 Van Horne)
Page | 61
Cash and Marketable Securities Management: Motives for holding cash.
27 Speeding up of cash receipts. Slowing down cash payments. Electronic float.
Cost and benefit of electronic float. Outsourcing.
14
Cash balance to maintain. Investing in marketable securities. The marketable
28 securities portfolio. Three segments. Variables in the market securities
selection. The common money market instruments.
15 29 Solution to relevant Questions from Van Horne Chapter 9
Page | 62
Course Title: Macroeconomics
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Microeconomics, Mathematics & Statistics.
This course is an introduction to Macroeconomics. Macroeconomics is the study of the behavior of

overall economy as opposed to the behavior of individuals, firms, or a particular market. The goals of
the course for students are to:
 understand how to evaluate macroeconomic conditions such as unemployment, inflation, and

growth
 understand how monetary policy and fiscal policy can be used to influence short-run
macroeconomic conditions
 understanding of key definitions and concepts and analytical thinking.

Upon successful completion of Course, the student will:
 Be able to describe and analyze the economy and economic variables in quantitative terms.
 utilize economic model such as the aggregate supply/aggregate demand model and describe the
interrelationships among prices, income and interest rates as they affect consumption, saving and
investment.
 be able to explain and evaluate the economic challenges of unemployment, inflation, and
economic growth.
 be able to describe the banking and monetary system, and analyze the role of money, credit, and
monetary policy.
 Interpret charts, graphs, and tables and use the information to make informed judgments.
Course Objectives:
To provide the students with an introduction to the basic macroeconomic principles; to enable students
to use those concepts and principles to critically analyze current macroeconomic issues and situations;
and develop a global awareness from an economic perspective.
Learning Outcomes:
Upon successful completion of Course, the student will:
 Using national income statistics students will be able to describe and analyze the economy and
economic variables in quantitative terms.
 Students will be able to utilize economic model such as the aggregate supply/aggregate demand
model and describe the interrelationships among prices, income and interest rates as they affect
consumption, saving and investment.
 Students will be able to explain and evaluate the economic challenges of unemployment,
inflation, and economic growth.
Page | 63
 Students will be able to describe the banking and monetary system, and analyze the role of
money, credit, and monetary policy.
 Students will be able to use monetary and fiscal policy.
 Students will be able to describe the role of international trade and finance on domestic
economic activity.
Recommended Books:
 ECONOMICS by Sameulson Nordhaus. 19th Edition. By McGraw Hills Publications.
REFERENCE BOOKS:
 Modern Economic Theory: Micro and Macro Analysis by K.K. Dewett.
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 07
Assignements(s) 07
Presentations 04
Total 20 20
Grand Total 100
COURSE CONTENT

1. Difference between Micro & Macroeconomics.
1. Objectives & Instruments of Macroeconomics.
2. Monetary & Fiscal Policy.
3. Measuring Economic Success
2.
4. Aggregate Supply &Demand. Supply shocks &Stagflation.
5. GDP: Two Measures of National Product.
3. Flow of Product Approach, Earning or Cost Approach.
6. Value Added Approach. Real GDP vs. Nominal GDP
7. Components of GDP.
4. 8. GNP, NDP, National Income, Disposable Income.
Price indexes & inflation. CPI, GDP Deflator, PPI.
9. Consumption & Saving. Break-even point.
5.
10. Saving Function. MPC, MPS. Determinates of Consumption.
11. Investment. Determinates of Investment
Investment Demand Curve. Shifts in Investment Demand Curve.
6.
12 Features of Business Cycles & Theories.
Foundations of AD & Downward Slopping Demand Curve & Shifts.
13. The Multiplier Model. Output Determination with Saving & Investment.
7. Multiplier Model compared with AD & AS Model.
14. Fiscal Policy in Multiplier Model. Impact of Taxes on AD.
MID TERM EXAMS
MID TERM BREAK
8. 15. Evolution of Money. Real vs. Normal Interest Rates.
Demand for Money. Banking & Supply of Money.
Page | 64
16. Financial Economics.
Risk & Return on Assets. The Stock Market. Bubbles & Crashes.
17. Functions of Central bank.
Nuts & Bolts of Monetary Policy.
9. 18. The effects of Money on Output & Prices.
The Monetary Transmission Mechanism.
Monetary policy in AD & AS Framework.
19. Four wheels of Growth.
10. Theories of Eco. Growth.
20. Sources of Eco. Growth.
21. Fixed Exchange Rates & Flexible Exchange Rates.
11.
22. The Determination of Foreign Exchange Rates.
23. The Effects of change in Trade.
12.
24. Exchange rates & Balance of Payment
25. Measuring Unemployment. Impact of Unemployment.
13.
26. Okuns Law. Kinds of Unemployment
27. REVISION
14.
28.
END TERM EXAMS
Page | 65
Page | 66
Course Title: Management Information System
Course Code: CS-222
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Introduction to Information Technology
Information systems began as automation of office systems, and have grown into systems that assist
managers to make decisions, systems that model successful business practices, and systems that
transform the modern business into a resources and on the management of information technology.
Coverage of the subject matter will be through lectures, class discussions, independent readings and
research.
Enlighten the Management Performance by Generating deeper understanding of information systems

and the applicability of IS in different business units. This will help to understand the new dimensions of
automated work and optimum decision making by generating the good quality DSS.

“Management Information System, Managing the Digital Firm” by Kenneth C. Laudon, Jane P. Laudon
13th Global Edition
REFERENCE MATERIAL:
Research Articles
Lecture Slides
Journal of Information System
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 5
Assignements(s) 5
More than 90% Attendance 2
Presentations 5
Total 20 20
Grand Total 100
Page | 67
COURSE CONTENT

No No
1. Introductions to information system
1.
2. Role of Information System in Business today
3. Business processes and Types of Information System
2.
4. Systems for Collaboration and Social Business
5. The Information System Function in Business
3.
6. Impact of Information System in Organizations and Business Firms
7. How to achieve Competitive Advantage by using Information Systems
4.
8. Information Technology Infrastructure
9. Infrastructure Components
5.
10. Contemporary Hardware Plattform Trends
11. Contemporary Software Plattform Trends and Management Issues
6.
12 Organizing Data in Traditional File Enviornment
13. The Database approach to Data Management
7.
14. Using Databases to Improve Business Performance and Decision Making
MID TERM EXAMS
MID TERM BREAK
15. Telecommunication and Networking in Today’s Business World
8.
16. Communication Networks (Types, Structures, Topologies)
17. TCP/IP Model and The Global Internet, Assigning Presentation Topics
(Four Groups)
9.
18. The Wireless Revolution (Cellular Networks, Wifi Standards, Wimax,
Wireless Sensor Networks)
19. Malicious Softwares, Hackers and Computer Crime
10.
20. Business Value of Security and Control
21. Establishing a Framework for Security and Control
11. 22. Technologies and Tools for Protecting Information Resources, Group One
Presentation
23. Intelligent Techniques for Managing Knowledge (Machine Learning, Fuzzy Logic,
Neural Networks)
12. Knowledge Work Systems and its Requirement, Examples of KWS, Group Two
24.
Presentation
25. Decision Making Process and Real World Decision Making
13. 26. Business Intelligence in the Enterprise, Data Visualization, Visual Analytics and
Geographic Information Systems, Group Three Presentation
27. The Growth of International Information Systems
14. 28. Technology Issues and Opportunities for Global Value Chains, Group Four
Presentation
END TERM EXAMS
Semester - V
CODE COURSE CREDITS
MGT-313 Business Research Methodology 3
HR-311 Human Resource Management 3
IRCA-311 International Relations and Current Affair 3
International Business 3
FIN-311 Money & Banking 3
Page | 68
Course Title: Business Research Methodology
Credit Hours: 3+0
Course Instructor:
Prerequisites:
 Students should know the basic concept of research especially in business area.
 Demonstrate the ability to plan and manage a piece of independent research,

 Produce a consistent proposal for that research,
 Formulate effective strategies for achieving goals when working with others ,
 Identify the information needed to carry out the planned research, and the sources of That
information,
 Demonstrate competence in the selection and proposed application of appropriate Business
research techniques,
 Collect and organise the preliminary data necessary for the production of the research proposal,
 Show satisfactory ease in use of SPSS to analyse data
 Deliver a presentation which communicates a series of points of the proposal,
 Assess the quality of his or her oral communication and identify areas for improvement,
 Participate and collaborate in a group.
 To know the significance of research in business.

 To know how to write research paper.
 To identify important aspects/ elements of research.

 Research Methods for Business, by Uma Sekeran 6th Edition
REFERENCE BOOKS:
» Saunders M, Lewis P & Thornhill A, (Latest Edition) Research Methods for Business Students.
Financial Times- Prentice Hall
» Bryman A, Research Methods & Organisation Studies, Unwin-Hyman Gill J & Johnson P,
Research Methods for Managers, Paul Chapman Publishing
» Huff D, How to lie with statistics, Penguin
Page | 69
» Marsh C M, The Survey Method, Longman
» Oppenheim A N, Questionnaire Design, Interviewing & Attitude Measurement, Pinter
» Yin R K, Case Study Research: Design & Methods, Sage
S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
COURSE CONTENT

# #
1. Introductory class
What is research? Definition of business research.
Research and the manger. Types of Business Research: Applied and basic
Applied Research. Basic of fundamental Research. Managers and research
The Manager and the consultant researcher.The Manager- Researcher Relationship
2. Basic Concepts
1. Internal Versus External consultants/Researcher
Internal consultants/Researchers. Advantages of internal consultants/Researchers
Disadvantages of internal consultants/ Researchers, External
Consultants/Researchers.
Advantages of External consultants/Researchers, Disadvantages of External
consultants/ Researchers, Knowledge about Research and Managerial
Effectiveness. Ethics and
Business research
3. The scientific approach and Alternative Approaches to Investigation
The Hall Marks of scientific research, Purposiveness, Rigor, Testability,
Replicability, Precision and confidence, Objectivity, Generalizability, Parsimony
4. The Hypothetico-deductive Method
2. The seven step process in the The Hypothetico-deductive Method, identify a broad
Problem Area, Define the problem statement, Develop Hypotheses, Determine
measures,
Data Collection, Data Analysis, Interpretation of Data, Review of The
Hypothetico-deductive Method
5. The Broad Problem Area and Defining the Problem Statement
The Broad Problem Area, Preliminary information gathering, Nature of
information to be
gathered Background information on the organization, Literature The body of
3. knowledge
available to you
6. Defining the problem Statement, What Makes a good problem statement, The
research
Proposal
4. 7. The Critical Literature Review
The Purpose of Critical Literature Review, How to approach the literature Review
Page | 70
8. Data sources, Searching for Literature, Evaluating the Literature, Documenting
The
Literature Review
9. Theoretical Framework and Hypotheses Development
The need for a theoretical framework, Variables, Dependent Variable,
Independent, Variable, Moderating Variable, The distinguish between independent
variable and moderating variable, Mediating Variable
10. Theoretical framework
5.
The components of Theoretical Framework, Theoretical Framework for the
example of
air safety violation, Hypotheses Development, Definition of Hypotheses
Statements of hypotheses: formats, If-Then Statements, Directional and non-
Directional Hypotheses, Null and alternative hypotheses
11. Elements of Research Design
The Research Design, Purpose of the Study: Exploratory, descriptive, causal,
Exploratory Study, Descriptive study, Causal Study, Extent of researcher
interference with the study, Study setting: contrived and non-contrived
6.
12 Research Strategies, Experiments, Survey research, Observations, Case Studies,
Grounded Theory, Section Research, Mixed Methods, Unit of analysis:
Individuals, Dyads, Groups, organizations, cultures, Time horizon Cross Sectional
Versus longitudinal study
Cross sectional Study, Longitudinal Study
13. Data collection Methods: Introduction and interviews
Sources of Data, Paramilitary sources of data, Focus groups , Panels, Unobtrusive
measures
Secondary sources of fata, Method of data collection, Interviewing, Unstructured
and
Structures interviews, Unstructured interviews, Structures interviews, Review of
unstructured and structures interviews, Training interviews, Some tips to follow
when
7.
interviewing, Establishing credibility and rapport, and motivating individuals to
responds
14. The questioning technique, Review of tips to follow when interviewing
Face to face interviews advantages and disadvantages, Telephone Interviews
Advantages
and disadvantages, Additional sources of bias in interview data, Computer assisted
interviewing, Cati and Capi, Advantages of software packages, Review of
interviewing
MID TERM EXAMS
MID TERM BREAK
Data Collection Methods : Questionnaire
15. Types of questionnaire, Personality administered questionnaire, Mail and
electronic
Questionnaire, Guideline for questionnaire design
16. Principles of wording, Content and purpose of questions, Language and wordings
8.
of
Questions, Types and forms of questions, Principles of measurement, General
appearance
or group of questionnaire, Review of questionnaire design, Pretesting of structured
questions, Electronic questionnaire and Survey design
9. 17. Measurement: Scaling, Reliability, Validity
Four types of scales, Nominal scale, Ordinal scale, Interval scale, Ratio scale,
Review of
Scales, Rating scales, Dichotomous scales, Category scale, Semantic differential
scale
Numerical Scale, Itemized rating scale, Likert scale, Fixed or constant sum scale
Staple scale, Graphic rating scale, Consensus scale, Other scales
Page | 71
18. Ranking Scales, Paired comparison, Forced choice, Comparative scale,
International
Dimensions of scaling, Goodness of measures, Item analysis, validity, Content
validity
Criterion related validity, Construct validity, Reliability, Stability of measures
Internal consistency of measures
19. Sampling
Population, Element, Sample, Sampling unit, Subject
10.
20. Parameters, Reasons of sampling, Efficiency in sampling, Sampling as related to
qualitative studies
21. Quantitative Data Analysis
Getting data ready for analysis, Coding and data entry, Coding the responses, Data
entry
Data Editing, Data transformation, Getting a feel for the data, Frequencies, Bar
11.
charts and
pie charts
22. Measure of central tendency and dispersion, Measure of central tendency
Measure of dispersion, Relationship between variables
23. Relationship between two nominal variable Chi square X2 test, Correlations
Excelsior Enterprises: descriptive statistics Part 1, Testing Goodness of data,
Reliability,
12. Excelsior enterprises : checking the reliability of the multi item measures, Validity
24. Qualitative Data Analysis
Data reduction, Data display, Reality and validity in qualitative research
25. Other methods of gathering and analyzing data , Research Paper discussion
13. 26. Research Paper discussion
14. 27. Presentation and Revision
28. Presentation and Revision
END TERM EXAMS
Page | 72
Course Title: Human Resource Management
Course Code: HR-311
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Students should be specialized in Principles of Management.
Course Description:
This course focuses on the Human Resource management and planning. The course emphasis is on the
understanding of the concepts of right person for right job with right policies.
Course Objectives:
 Develop a familiarity with and understanding of key aspects of employment law.

 Develop an understanding of the requirements of a global workforce
 Develop an understanding impact of HR related policies on the workforce
 Develop a familiarity with and understanding of key human resource functions.
 Develop collaborative learning, critical thinking and presentation skills.
 Enhance and refine analytical, and research skills related to HRM.
Learning Outcomes:
Equips the students with the concepts, problems and techniques applicable to the human resource
functions of business organizations. The emphasis is on decision making in human resource areas.
 Human Resource Management by Noe and Hollen Beck 9th edition.

 David A. Decenzo and Stephen P. Robins (HUMAN RESOURCE MANAGEMENT).
Reference Material:
Case studies, Research articles will be provided by the instructor

S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
Page | 73
COURSE CONTENT

No No
1. Introduction to HRM, HRM in dynamic environment
Meeting competitive challenges through HRM practices
1. 2. HRM in dynamic environment (Continued)
Functions of HRM
3. Strategic Management, Strategy formulation, Strategy implementation(Quiz)

2.
4. Role of HRM in providing strategic competitive advantage
5. Work flow analysis and organization structure

3.
6. Work flow analysis and organization structure (Continued)
7. Job Analysis
4.
8. Job analysis Methods, Job Design
9. Human Resource Planning Process

Human resource recruitment process
5.
10. Factors effecting recruiting process
Case study
11. Recruitment sources, Selection method Standards

6.
12 Employee orientation, Employee training, Employee development
13. Employee development (Continued)

7.
14. Revision & Quiz
MID TERM EXAMS
MID TERM BREAK
15. Coaching, Designing effective training system, Training methods, Evaluating
training program
8.
16. Coaching, Designing effective training system, Training methods, Evaluating

9. training program(Continued)
17. Performance management, Purpose of performance management
18. Appraisal methods, Choosing a source of performance information, Approaches to

10.
measuring performance, Rater errors in performance management, International
performance appraisal
19. Employee separation and retention, How to retain good employees, How to fire the
11. unwanted stuff, Sources of Job dissatisfaction
20. Case Study
21. Pay structure decisions, Internal equity Recognizing employee contribution with pay
12.
20. External equity, Recognizing employee contributions with pay, Pay Program
13. 21. Employee benefits, Types of employee benefits(Quiz)
Page | 74
22. Project Presentations of assigned projects.
23. Project Presentations of assigned projects.
14.
24. Quiz & Revision
END TERM EXAMS
Page | 75
Course Title: International Business
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Students should have taken the Introduction to Business Studies course prior taking this course so as to
gain maximum from the course contents
Course Objectives:
International Business is concerned with firms that do not limit their operations to a single nation. It asks
why these firms exist, how they succeed in the complex and changeable international environment, and
what their activities mean for the countries in which they do business.
In order to be prepared for a career in any facet of the business world (accounting, finance, marketing,
information technology, law, healthcare, etc.), knowledge and understanding of global issues is critical.
Thus, you should study international business to be prepared for diverse business opportunities, knowing
in advance that respect for and knowledge of your counterparts can give you a competitive advantage.

The students should be able examine how business organizations operate in an international
environment and gain an understanding of the development and implementation of strategy, managerial
activities, and organizational issues relating to cross-border activities.

S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Any Other
Total 20 20
Grand Total 100
Page | 76
COURSE CONTENT

1. Introduction to International Business & assignment of short cases
1.
2. Discussion & Analysis of short cases
3. Discussion of basic IB concepts and MNCs of the world
4. Foreign Direct Investment (FDI) & the Triad
5. Porter’s Diamond
2.
6. Porter’s Diamond (continued)
7. Nature & characteristics of MNCs
8. The Internationalization Process
9. Case discussion
3.
10. Discussion continued
11.. Why firms become MNCs?
4.
12. Reasons of FDI
13.. Case discussion
5. 14. Discussion & presentations of the case
15.. Presentations continued
6. 16. Introduction to Culture & its elements
17.. Cultural elements (Religion, Language, material goods, education etc)
7. 18.. Revision of course
8. MID TERM EXAMS

9. MID TERM BREAK
19. Course project assignment & discussion
10.
20. Husted’s cultural dimensions,
21. Integration and discussion of dimensions
11. 22. Discussion of Trade Theories
23. Barriers to Trade
12. 24. Strategic Orientations & Value chain Analysis
25. Organizational Structures & processes
13.
26. International Marketing & Market Assessment
23. International Human Resource Management & core concepts
14.
24. Revision
25. Presentation and evaluation of final project
15.
26. Presentation and evaluation of final project
16 END TERM EXAMS
Page | 77
Course Title: International Relations & Current affairs
Course Code: IRCA-311
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Students should know the basic concept of research especially in business area.
Course Objectives:
 To inculcate reasoning among students to explore the realism of modern day IR in a global
perspective
 To make the students compatible with the realm of survival in a globalized international
structure
 Better conceptual and theoretical understanding of contemporary International Relations
 Familiarization with the Patterns of states interaction and interdependence in modern IR
 Clarity of mind and ideas to further explore the logics of the issues happening around the world
Learning Outcomes:
 Better conceptual and theoretical understanding of contemporary International Relations

 Familiarization with the Patterns of states interaction and interdependence in modern IR
 Clarity of mind and ideas to further explore the logics of the issues happening around the world
Textbooks (or Course Materials) :
 Goldstein, Joshua S., Jon C. Pevehouse, International Relation (8th Edition). India: Pearson.
2011.
 Calvocoressi, Peter. World Politics: 1945-2000. India: Pearson. 2005.
Assessment Instrument with Weights:
S.No Items Marks

1 Mid Term Exam 30 marks
2 End Term Exam 50
3 Internal evaluation break down
Quiz 5
Assignment 5
Project Presentations 5
Total Evaluation marks (20) 20
Grand Total 100
Page | 78
Course Contents

1.  Introduction to International Relations
1. Contemporary Global Politics
2. 
3.  Theoretical discourse of IR
2.
4.
5.  Positivist Approaches
3. 6.  Realism
 Liberalism
7.  Post Positivist Approaches
4. 8.  Marxism
 Feminism
9. Contemporary Theoretical Debates and their Implications on World Politics:
10.  New World Order
5.
 End of History
 The Clash of Civilization
11.  The Complex Interdependence
6. 12  The Coming Anarchy
 Challenges of Pluralism
13.  Dynamics of International Security
14.  Power Transition Theory
7.
 The Super Power’s Rivalry: Rise of China Threat or Opportunity?
MID TERM EXAMS

MID TERM BREAK
15.
8.
16. Presentations
17.
9.
18.
19. The Globalization debate (Political, Cultural, Ideological & Social aspects of
10.
20. Globalization)
21. The issue of Nuclear Non-Proliferation: Iran’s Nuclear Program
11.
22.
23.
12.
24. Non Traditional security: Water Crisis, Energy Crisis and Environmental
25. Issues
13.
26.
27. Post 9/11 Era: the Bush Doctrine & the issue of Terrorism: Its implications on
14.
28. the world politics
29. The Clash of Civilizations: The West Vs Islam, the issue of Fundamentalism
15.
30.
31. The politics of North-South: Capitalism & Democracy in the Developing
16. 32. World
END TERM EXAM
Page | 79
Course Title: Money & Banking
Credit Hours: 3+0
Course Instructor:
Prerequisites:
The prerequisites for this course are Microeconomics, Macroeconomics and Introduction to Finance.
This course addresses classical and contemporary issues in the theory of money, banking, and financial
institutions.
 Identify functions of money and how money is related to interest rates; how interest rates are
determined; behavior of interest rates; risk and term structures of interest rates;
 Understand importance of financial markets and financial institutions in the economy; operations
of depository institutions; why they are regulated;
 Explain how a nation’s money supply is determined; tools of monetary policy, role of central
banks and the conduct of monetary policy
Upon successful completion of the course a student will be able to:

 Understand the importance of the financial sector in directing the use of scarce capital
 Understand the nature and functions of money
 Understand the Monetary Standards
 Understand the Financial institutions, structures and financial markets
 Understand the importance and functions of Central Bank
 Understand the monetary policy and its instruments
 Explain the determinants of interest rates
 Understand the term structure of interest rates
 Understand the impact of inflation on interest rates

Modern Money and Banking by Roger LeRoy Miller, David D. VanHoose. McGraw Hills Publications.
REFERENCE BOOKS:
Money, banking and financial markets by Stephen G.Cecchetti
S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 09
Assignements(s) 05
Presentations 03
Any Other
Total 20 20
Grand Total 100
Page | 80
COURSE CONTENT

# #
1. Introduction to money and the financial system
Parts of the financial system
The five core principles of money and banking
1.
2. Nature & Functions of Money. Meaning of money
Barter system and the difficulties of barter
Commodity money and Fiat money standards
3. Exchange & transaction costs
Commodity money &commodity standards
2.
4. Monopoly model of money
Seigniorage
5. Approaches to defining& approaching money
Transaction approach
3. Monetary approach
6. The Evolution of Money
The future of money
7. Financial instruments, financial markets & financial institutions.
4. Direct& indirect financing
8. Uses of Financial instruments, Underlying verses Derivative instruments
9. Bank and the different types of bank
5. Functions of a commercial bank
10. The thrift industry
11. Introduction to Interest rates: nominal vs real interest rate. Prime rate
6. 12 Interest rate calculation: nominal yield, current yield, yield to maturity, present value
of bond
13. Treasury bill and coupon yield calculation for T-bill
7.
14.
MID TERM EXAMS
MID TERM BREAK
15. Introduction to Central banking, Importance of central bank, Functions of
central bank
8.
16. Monetary policy and the Instruments of monetary policy: OMO, Discount
window policy, Reserve requirements.
17. Money in traditional macroeconomic system
9.
18. Money demand function, Supply of money
19. Introduction to Investment-Saving , Derivation of IS schedule
10. 20. Introduction to Liquidity-Money, Derivation of LM schedule
Derivation of IS-LM schedule
21. IS-LM Equilibrium and its effects on economy, IS-LM Disequilibrium
11.
22. Monetary policy in IS-LM model
23. Monetary Policy. Objectives & targets of monetary policy
12.
24. Intermediate targets of monetary policy
25. Nominal interest rate as intermediate target
13.
26. Money stock as intermediate target
27. Nominal income as intermediate target
14.
28. REVISION
END TERM EXAMS
Page | 81
Semester – VI
CODE COURSE CREDITS
MGT-422 Business Law 3
MGT-421 Introduction to Social Sciences 3
HUM-421 Entrepreneurship 3
MGT-412 Production operation Management 3
MGT-422 Business Law 3
Mgt-321 Business Policy & Strategy 3
Course Title: Business Policy and Strategy

Course Code: MGT -321
Credit Hours: 3+0
Course Instructor:
Prerequisites: Basic General Management
COURSE DESCRIPTION / OBJECTIVES:
1. Understanding of the nature of strategic management and the challenges facing business in the
21st century, including the impact of legal, ethical, political, social, economic, international and
technological issues;
2. Ability to critically evaluate alternative approaches to strategic management;
3. Ability to apply the techniques of strategic management to the analysis of businesses and the
development and implementation of viable strategies.
At the end of the module, for a range of business and management organizations, the student will be
able to:
Page | 82
1. Evaluate and choose between different approaches to strategy;
2. Understand and apply recent developments in strategic theory in a business context;
3. Develop an approach to strategy which emphasizes the importance of organizational learning as
a tool for understanding the business and its relationship to the complex environment in which it
operates;
4. Identify and evaluate potential sources of competitive advantage;
5. Propose and justify viable future business strategies.
Recommended Textbooks (or Course Materials):
1) Corporate Strategy, 4th Edition by Richard Lynch

2) Exploring Corporate Strategy 9th Edition by Johnson & Scholes
3) Strategic Management and Business Policy, 9th Edition by Thomas L.Wheelen and J. David
Hunger.
S.No Items Marks

1 Mid Term Exam 30 marks
2 End Term Exam 50
3 Internal evaluation break down
Quiz 3
Assignment 3
Case Studies 4
Project Presentations 10
Total Evaluation marks (20) 20
Grand Total 100
Page | 83
Course Contents
Week
Lecture
# # TOPICS TO BE COVERED
1. Introduction to course.
What is strategy?
1. 2. Corporate strategy.
Core areas of corporate strategy.
Process, Content and Context
3. How have current ideas on corporate strategy evolved
2.
4. What are the main prescriptive and emergent theories of strategy?
5. Analyzing the environment?
Analyzing the customer and market segmentation.
3.
6. Sustainable competitive advantage.
Dynamics of competitive advantage.
7. Analyzing resources- basics
Key factors of success in the industry
4.
8. Adding competitive value: the value chain and the value system
Resource analysis and competitive advantage.
9. Purpose of the organization
Shaping the purpose of the organization. –vision-mission-
5.
objectives
10. Purpose and role of leadership
11. Knowledge management.
6. How to innovate the ‘ideas’ process.
12 Developing the mission developing the objectives.
13. Developing the strategy
Purpose and SWOT analysis
7. 14. Environment based strategic options
MID TERM EXAMS
MID TERM BREAK
15. Strategy Evaluation
8
16. Resource Based Options
17. Strategy implementation
9
The implementation process.
19. Relationship between implementation and
the strategy development process
20. Objective, task setting and communicating the strategy.
10.
21. Resource allocation
22. Strategic planning
11.
23. Information monitoring and control
24. The dynamics of strategy development and entrepreneurial growth.
12.
25. The dynamics of fast moving markets.
26. Managing strategic change.
13. Basic concept of strategic change
27. Analyzing the cause of strategic change
28 Prescriptive and Emergent Approaches to managing change.
Building a cohesive corporate strategy.
14.
29 Combining the elements of corporate strategy: the Seven S
Framework.
END TERM EXAMS
Page | 84
Course Title: Business Law
Credit Hours: 3+0
Course Instructor:
Prerequisites: None
Course Objectives:
The course is designed for studying business from a legal point of view and managing labors under the
umbrella of law. Business and labor laws are the standards and limits in which business and employees
need to be managed.
Learning Outcomes:
After studying this course, students will be able to carry on their business/ job related issues keeping in
view the laws and their relevant penalties.
 Mercantile Law by M.C.Shukla

 Law of Contracts by Nyazee
 Contract Act 1872 by D.F.Mulla
 Partnership Act 1932 by D.F.Mulla
 Negotiable Instruments Act 1881 by Khargamwala
 Sales Act 1930 by D.F.Mulla
 Company Law 1984 by Muzammil
 Labour laws
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 10
Assignements(s) 05
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
Page | 85
COURSE CONTENT

1. CONTRACT ACT 1872
 Difference between Contract and Agreement.
 Offer, Acceptance, Consideration.
1.
 Free Consent. Alteration, Rescission.
2.  Kinds of Contract.
 Remedies for breach of contract.
3.  Discharges of Contract
2. 4.  Contract of Indemnity & Contract of guarantee.
 Contingent Contract with Wagering Contract.
5. PARTNERSHIP ACT 1932
 Nature of partnership.
 Partnership by status.
3.  Mode of determining existence of partnership.
 General duties of partner.
6.  Contract Determination of rights and duties of partners.
 Agreement in restraint.
7. NEGOTIABLE INSTRUMENT ACT 1881
 Negotiable instrument Act 1881.
 Promissory Note.
 Bill of exchange, cheque.
4.
8.  Foreign Instrument
 Instrument payable by demand.
 Parties to note.
 Negotiation.
9. SALE OF GOODS ACT 1930
 Contract of sale.
 Transfer of property as between seller and buyer.
5. 10.  Performance of the contract
 Unpaid seller
 Seller lien
 Termination of lien.
11. COMPANIES ORDINANCE 1984
 Preliminary / Definitions / Incorporation of Companies
6.  Memorandum of Association
12  Articles of Association
 Management and Administration
13.  Winding up
7.
14.  Revision
MID TERM EXAMS
MID TERM BREAK
15. FACTORIES ACT 1934
 Preliminary / Definition
8.  Inspecting Staff
16.  Health & Safety
 Restriction on working hours of adults
Page | 86
17.  Holidays with pay and over time
9.  Special provision adolescent and children
18.  Penalties and procedure
19. SOCIAL SECURITY ORDINANCE 1965
 Definitions
10.
 Organization
20.  Contribution
21.  Benefits
PUNJAB
22. INDUSTRIAL RELATIONS ORDINANCE, 2010
11.  Definitions
 Trade Unions
 Application for Registration.
23.  Cancellation of Registration.
 Appeal against Cancellation of
Registration.
12.  Corporation of Registered Trade
Union.
24.  Worker’s Participation and Dispute Resolution.
 Labor Court
25.  Procedure and powers of labor court.
 Appeal to High Court.
13.
26.  National Industrial Relations Commission (NIRC).
 Penalties and Procedure.
27.  Revision
14.
28.  Revision
END TERM EXAMS
Page | 87
Course Title: Pakistan Economy
Course Code: ECO-301
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Microeconomics, Macroeconomics, Money & Banking.
This course is an attempt at understanding some of the significant debates that have occupied the realm
of political economy in relation to Pakistan. The course attempt to study the impact of production on
politics and vice versa through the medium of issues such as labour, health, education, poverty,
industrial concentration and ownership, economic policies, and state-society relations. The main
objectives of the course for students are:
 To make students understand the key sectors of economy of Pakistan and contemporary issues in
agriculture, industry, financial and social sector.
 To make students understand current policies in trade, commerce, fiscal/monetary policy,
industry and agriculture.
 To let the students, have a comprehensive knowledge about the current economic statistics of
major sectors of the economy.
The students are expected to:

 Identify and compare the main political themes in the development of the Pakistan economy.
 learn about the current economic condition of Pakistan and also to develop analytical thinking
about future.
 Effectively communicate ideas through presentation.

Zaidi, S. Akbar, (2017), “Issues in Pakistan Economy”, third edition, Oxford University Press.
REFERENCE BOOKS
 Saeed, K. Amjad, (2007) “Economy of Pakistan, Institute of Business Management, Lahore.
 Economic Survey of Pakistan (Latest Issues).
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 05
Assignements(s) 06
Presentations 07
Total 20 20
Grand Total 100
Page | 88
COURSE CONTENT

No No
1. Assessing Pakistan’s Development
1. Structural transformation.
2. Five decades and five Epochs, Laying the foundation:1947-1958
3. The decade of Development:1958-1968
2.
4. The Bad Luck year:1971-1977, The second Military Government:1977-1988
5. The era of structural adjustment:1988 onwards
3. 6. Pakistan’s Agriculture sector
Significance of Agriculture sector for Pakistan. Importance of Agriculture Sector.
7. Green revolution, Mechanization, Land Reforms
4. 8. Manufacturing sector of Pakistan.
Importance of industrial sector.
9. Main industries of Pakistan. Key issues in industry in Pakistan
5.
10. Small scale manufacturing sector, its emergence and Growth
11. Energy Crisis in Pakistan
6.
12 Energy Crisis in Pakistan contd…
13. Balance of Payment and its components
Pakistan foreign economic relations.
7.
14. Contribution of the trade in the GDP of Pakistan.
Pakistan’s imports and exports in the context of current economic survey.
MID TERM EXAMS
MID TERM BREAK
15. Pakistan’s Fiscal Deficit
8. Does the Fiscal Deficit Matter?
16. The problems of measuring the deficit, fiscal deficits
17. Macro-economic implications of fiscal deficit.
IMF/World Bank view of Pakistan Fiscal Deficit.
18. Monetary policy, savings and inflation
9.
Introduction.
Monetary policy and monetary management in Pakistan.
Money supply and monetary expansion
19. Inflation and its causes. The low saving rates in Pakistan
10. 20. The Social Sector, Institutions, and the Governance.
Planning for the social sector
21. The health sector,(Statistics and Issues)
11.
22. Education,( Statistics and Issues)
23. Population Welfare
12.
24. Poverty and inequality. Trends and causes of poverty.
25. Regional and income inequalities
13.
26. Gender inequality and women: issues and trends
27. Gender inequality and women: issues and trends (contd)
14.
28. Revision
END TERM EXAMS
The number of weeks given can vary as the above schedule is tentative. Also, the date of examination may
be shifted later or earlier.
Page | 89
Course Title: Introduction to Social Sciences
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Principles of Management, Business Ethics
Course Objectives:
The course objectives are:
1.To provide the understanding of the different disciplines within the social sciences, what they are, and how
they operate.
2.To develop the ability of student to create ideas and solve problems together to develop an active learning
community.
Course Outcomes:
 Understand the basic principles and tools of social sciences.

 Know the concepts and theories and strategies of social sciences.
 Recognize the nature and process of social sciences concepts
 Hunt, E. F., & Colander, D. C. (2015). Social science: An introduction to the study of society.
Routledge.
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 10
Assignements(s) 05
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
Page | 90
COURSE CONTENT

1. Social Science and Its Methods
Social Science
Social Science as a System of Rules
The Scientific Method and Its Application
1. Methodology and the Social Sciences.
2.
Social Science Approaches to Problems
Common Sense in the Social Sciences
The Use of Statistics
The Interdisciplinary Approach
3. Historical Roots of Social Science
The Enlightenment
From Philosophy to Social Science
Human Origins
The Origin of the Human Species
Darwin and the Theory of Evolution
2. Recent Developments in Genetics
4.
Some Implications of Recent Developments
Sociobiology
Punctuated Equilibrium versus Gradual Change
The Evolution of Human Beings
Science, Faith, and Controversy
Predecessors of Modem Humans
5. Origins of Western Society
From the Stone Age to the Agricultural Age
Early Civilizations
The Cradle of Modern Civilization: Mesopotamia and Egypt
Development of the Greek Civilization
The Persian Empire
3. Roman Civilization
6. The Middle Ages (A.D. 476-1455)
The Renaissance
The Development of Modern Economic and Political Institutions
From Serfdom to Mercantilism
The Emergence of Nation-States
The Industrial and Political Revolutions of the 1750s to the 1850s.
7. Culture and Multiculturalism
Multiculturalism
The Shared Beliefs in Culture
Culture and the Nature of Society
Culture and Its Role in Human Societies
4. The Elements of Culture
8.
Cultural integration
Culture, Society, and Social Change
Popular Theories of Social Change
Factors Causing Cultural Change
Language and Cultural Change
9. Society, Culture, and Cultural Change
Social Change and Social Problems
Cultural Lag and Social Problems
Limitations of the Cultural Lag Theory
5.
10. Contrasts among Cultures
The Interaction of Humans and Society
Cultural Relativism
Approach to the Study of Society
Page | 91
11. Geography, Demography, Ecology, and Society
Geography
Demography
Population Estimates
Determinants of Population Growth
The Growth of Population over Time
The Problem of Counting
6. 12 The Malthusian Theory
Population and Means of Subsistence
The Concept of Optimal Population
The Question of Population Quality
Ecology: The Interaction of Geography, Demography and Environment
The Ecological Balance
Pollution
Conservation and the High Price of Gasoline
13. The Family
Variations in the Family Pattern
Number of Mates
Selection of Mates
7.
14. Family Control
Reckoning of Descent
Functions of the Family in Society
Matching Family Patterns with Family Functions.
MID TERM EXAMS
MID TERM BREAK
15. Religion
The Nature of Religion
The Great Religions of today
Islam
Hinduism
Buddhism
8. 16. Judaism
Christianity
The Role of Religion in Society
Religion as a Source of Moral Values and Social Change
Impact of Religion on Education, the Arts, and Literature
Interfaith Efforts for Peace
The Potential Conflict between Religion and Government
17. The Functions of Government
The Primary Functions of Government
Maintaining Internal Order and External Security
Ensuring justice
Safeguarding Individual Freedoms
9. 18. Regulating Individuals' Actions
Promoting the General Welfare
Debates about the Nature of Government
Political Theory and Government
Three Views of the Nature of Government
Elements of Truth in Each of the Views
19. Forms of Government
Democracies
Autocracy
French Government
The French Parliamentary System
The French Executive Branch
10. 20. Mexican Government
Nigerian Government
The British Influence
Modern Nigeria's Government: The Fourth Republic
Russian Government
Saudi Arabian Government
Some Lessons about Governments
Page | 92
21. Governments of the World
French Government
The French Parliamentary System
The French Executive Branch
Mexican Government
Nigerian Government
11. 22. The British Influence
Modern Nigeria's Government: The Fourth Republic
Russian Government
Saudi Arabian Government
Some Lessons about Governments
Future changes in Governments
23. The Organization of Economic Activities
The Nature of an Economy
Functions of an Economy
Economics and the Social Sciences
Economic Wants and Economic Goods
The Economic Aspects of Culture
The Great Economic Problem
12. 24. The Evolution of Economic Systems
From Feudalism to Mercantilism
From Mercantilism to a Pragmatic Market Economy
Planned and Unplanned Economies
How Planned Economies Are Supposed to Work
Why Central Planning Did Not Meet Its Goals
How Market Economies Are Supposed to Work
Supply and Demand
25. The Political Economies of Developing Countries
Problems of Developing Countries
The Political Consensus Problem
The Corruption Problem
The Economic Problem
The Debt Problem
The Population Problem
26.
The Brain Drain Problem
13.
Mission Impossible: Advice to a Potential Leader
Options of Developing Countries
Political Options
Economic Options
Foreign Policy Options
Population Options
The Brain Drain Option
Who Will Be the Next Leader?
27. Social and Economic Stratification
Types of Social Stratification
Estates
Castes
Social Classes
Social Mobility
Who Are the Upwardly Mobile?
14. 28. Education and Social Mobility
Class Consciousness
Class Consciousness, Marx, and Weber Economic and Social Inequality
Causes of Income Inequality
Measuring Poverty
Increasing Social and Economic Inequality
Policies to Reduce Inequality
- END TERM EXAMS -
Page | 93
Course Title: Production and Operation Management
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Students should be specialized in production and operations management aspects.
 This course gives you an introduction to the functional area of production and operations
management as practiced in manufacturing industries and the services sector. It includes
decision-making, project management, facility layout in manufacturing and services industries,
waiting lines, quality control, just-in-time systems, forecasting, aggregate planning, inventory
management, materials requirements planning (MRP), and operations scheduling.
 To provide an introductory course in Prodn/Opns. Management.
 To present the student with an overall view of the decision-making process as it relates to the
major areas of Production/Operations Management.
 To place the historical development of Prodn./Opns. Mgmt. Techniques in their perspective by
discussing the evolution of principles that make it possible to design facilities, processes, and
control systems with a degree of predictability as to their performance.
 To present the principles of operations economies (how to employ labor materials, machines, and
capital) in a balance to match the changing relative values of the basic components.

 Demonstrate awareness and an appreciation of the importance of the operations and supply
management to the sustainability of an enterprise.
 Demonstrate a basic understanding of project management.
 Demonstrate an awareness of the importance of facility layouts.
 Explain the importance of forecasting.
 Demonstrate an understanding of the concepts of operations scheduling
The students will develop the skill of the decision-making process and apply the principles that make it
possible to design facilities, processes, and control systems with a degree of predictability as to their
performance.

Operations Management By Jay Heizer & Barry Render 12th edition
REFERENCE BOOKS:
Operations Research By Taha 6th edition
Page | 94
S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
COURSE CONTENT
1. Introductory class, Introduction Basic Concepts
Definition Organizations for creation of goods and service
1.
2. Introductory class, Introduction Basic Concepts
Definition Organizations for creation of goods and service
3. The productivity Challenger and related problems
2.
4. The productivity Challenger and related problems
5. Systems, Mission, Strategy-Strategic/Tactical Decisions
Design of goods and services, managing quality
3.
6. Systems, Mission, Strategy-Strategic/Tactical Decisions
Design of goods and services, managing quality
7. Operation management in global environment,
4. Competitive advantage in global environment
8. Project management, CPM method
9. Project management, CPM method
5.
10. Network approaches, AOA and AON and related problems
11. Network approaches, AOA and AON and related problems
6.
12 Probability and Z value calculation
13. PERT analysis, three time estimates in PERT and related problems
7.
14. PERT analysis, three time estimates in PERT and related problems
MID TERM EXAMS
MID TERM BREAK
15. Crashing the project and concept of equalization
8.
16. Crashing the project and concept of equalization
17. Qualitative and quantitative forecasting approaches Time series forecasting
9.
18. Qualitative and quantitative forecasting approaches, Time series forecasting
19. Forecasting error models
10.
20. Simplex method and related numericals
21. Simplex method and related numericals
11.
22. Hungarian method, Problems and calculations
23. Hungarian method, Problems and calculations
12.
24. Linear Programming, Corner point method and related problems
25. Linear Programming, Corner point method and related problems
13.
26. Layout strategy and Location Strategies, Types of lay out , waiting line models
27. Layout strategy and Location Strategies, Types of lay out , waiting line models
14.
28. Just-in-Time and Lean Production Systems
END TERM EXAMS
Page | 95
Course Title: Entrepreneurship
Credit Hours: 3+0
Course Instructor:
Prerequisites: None
This is a compulsory course, better understanding all basic courses such as marketing, management,
and finance courses as the entrepreneurs need to excel in all these functions to be able to write a
business plan for this course. Furthermore with their startup projects students
Course Description:
 Entrepreneur, Start up business, arrange funding, creativity, innovation, Effectuation, business plan
and intellectual property are a few concepts which can explain if taken simultaneously the subject
Entrepreneurship. The air of this subject is different from other management subject though they feel
like carrying same philosophy. Entrepreneurial intention and effectuation principles set them apart
from other business subjects which emphasize on continued planning.
 In today’s competitive world where we are facing intense competition in every field not only from
national but from a global perspective. The developing digital age and E-business has opened war of
the brands/ businesses from many sides concurrently. The emphasize of teaching comprehensively
financial, marketing, production plans and social entrepreneurship concepts will provide the students
better to handle any situation presented to them.
Objectives:
 To understand and handle your own and corporate business this course will equip the students with
appropriate subject knowledge and practical skills for managing business investments and fundraising
for startups.
 A thorough emphasize on writing the winning business plan and
 Transforming the idea into a proto type
 Initiate a startup will provide a sound platform for a successful business which will contribute and
boost economic activity in Pakistan.
Intended Learning outcome:
This course explores the allure of entrepreneurship, teaching students how to successfully start their
own businesses. With real business profiles of inspiring young entrepreneurs,
 Develop Aspiring entrepreneur
 Managing small scale business
 Participation in national and international events
Textbooks (or Course Materials) with latest Edition:
Entrepreneurship: Successfully Launching New Ventures, 4th Edition.Bruce R. Barringer, Oklahoma

State University R. Duane Ireland, Texas A&M University ©2012 |Pearson
Reference Books:
Innovation and Entrepreneurship by Peter F. Drucker Harper Collins publishers UK
“Patterns of Entrepreneurship” by Jack M Kaplan
Naqi, Dr. S. M, Entrepreneurship – A Recipe for Economic Development: Lahore, Naqi Hyder &
Associates
Kuratko Donald F and Hodgetts (2001) Richard M, Entrepreneurship- A Contemporary Approach: New
York, South-Western, Thomas Learning
Page | 96
S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Lab Work/Practical Project 10 10
Any Other/business plan 10 10
Total 20 20
Grand Total 100
COURSE CONTENT
1. Introduction to Entrepreneurship, Nature and Importance of
Entrepreneurship, myths about Entrepreneurship, types of entrepreneur,
1.
process of entrepreneurship
2. process of entrepreneurship
3. Recognizing Opportunities and Generating Ideas, finding
gaps ,techniques for generating ideas ,process of generating creative
ideas
2.
4. Recognizing Opportunities and Generating Ideas, finding
gaps ,techniques for generating ideas ,process of generating creative
ideas
5. Encouraging and protecting new ideas ,protecting ideas from being
3. lost and stolen
6. Feasibility Analysis,
7. Feasibility Analysis
4.
8. Industry and Competitor Analysis
9. Industry and Competitor Analysis
5.
10. Writing a Business Plan
11. Writing a Business Plan
6.
12 Writing a Business Plan
13. Developing an Effective Business Model
7.
14. Setting up the company
MID TERM EXAMS
MID TERM BREAK
19. (Assessing a New Venture’s Financial Strength and Viability
8.
20. Process of financial management
21. Building a New-Venture Team
9.
22. Building a New-Venture Team
23. Getting Funding or Financing
10.
24. Local Venture Capitalist or Business Angel
25. The Importance of Intellectual Property
11.
26. The Importance of Intellectual Property
27. E business strategy
12.
28. E business strategy
29. Preparing for and Evaluating the Challenges of Growth
13.
30. Strategies for Firm Growth
31. Franchising
14.
32. Selling, mergers
.
End term examination
Page | 97
Semester – VII
CODE COURSE CREDITS
MKT-411 Strategic Marketing 3
HUM-223 Chinese Language-I 3
MKT-474 Consumer Behavior 3
Elective-I 3
Elective-II 3
Course Title: Strategic Marketing

Credit Hours: 3+0
Course Instructor:
Page | 98
PREREQUISITS:
1. “Principle of Marketing “A South Asian Perspective - by Philip K. & Ehsan ul Huq.
2. “Marketing Management” International Edition – by Philip Kotler & Gary Armstrong
COURSE DESCRIPTION:
The course allows students to develop skills in dealing with strategic marketing problems found in both
profit and nonprofit settings. The focus is on a developing a framework for strategic marketing plans
with emphasis on consumer and environmental analysis.
Market segmentation, product positioning, marketing responsiveness, and competitive reaction will be
explored. Exercises and activities involving various aspects of marketing such as pricing, outsourcing,
and promotion will also be used to enliven text material.
COURSE OBJECTIVES:
The objectives of this course include that you become familiar with the application of marketing
concepts. The primary objective is to develop the capabilities necessary to apply marketing theories and
concepts to actual situations and current events.
COURSE OUTCOMES:
 To explain the need to develop market-oriented cultures and processes in order to deliver superior
customer value
 To demonstrate the significance of marketing in key business activities such as new product
development, customer management, and establishing value chain advantages.
 To emphasize the importance of marketing strategically and of marketing planning in operating a
successful business
 “Strategic Marketing” by David W. Cravens, 10th Edition, McGraw-Hill.
 Further readings/notes/handouts and case studies will be provided by the instructor when
and where deemed necessary.

SNR ITEMS MARKS
1 Mid Term Exam 30
2 End Term Exam 50
Assignements(s) 9
Présentations 6
Any Other
Total 20 20
GRAND TOTAL 100
COURSE CONTENT
1. 1. Strategic Marketing , Market-Driven Strategy
Characteristics of MD Strategies
2. Market-Driven Strategy, Becoming Market Oriented
Creating value for customer and challenges
2. 3. Corporate strategies and its Component
4. Business and Marketing Strategies, Strategic Plan
Strategic situation analysis
3. 5. Developing and Implementing Market Driven program
 Strategic Brand Management , Value chain, price and promotion
strategies
6. Market Vision, Structure, and Analysis and competitive space
Page | 99
Analyzing completion, building customer profiles, forecasting
4. 7. Strategic marketing segmentation
Segmentation and Market Driven strategy
8. Segmentation and value opportunities, and capabilities
creating new market space, Targeting and strategic positioning
5. 9. Requirements of segmentation
Response differences, Identifiable, Actionable ………
10. Approaches for finer segmentation strategy. And
Targeting and positioning strategies.
6. 11. Continuous learning, Information, analysis and action
Marketing Research Information
12. Marketing Information and Intelligence systems, and
Ethical issues
7. 13. New products types and planning
Developing an Innovation culture
14. New product planning processes
MID TERM EXAMS
MID TERM BREAK
8. 15 Value – chain strategy
Role and functions of Distribution
16 Channel management and SCM.
9. 17 Pricing strategy, Strategic role of price
18 Advertising ,promotion and sales promotion strategies
10. 19 Promotion strategy composition and development
20 Advertising strategy objectives and budgeting
11. 21 Sales promotion strategy and its scope and nature
22 Activities, Advantages and Limitations
12. 23 Sales Force strategy (Developing and implementing)
24 Internet Marketing strategy
13. 25 Direct Marketing strategies and methods
26 Recap
14. 27 Presentation
28 Presentation
END TERM EXAMS
Page | 100
Course Title: Consumer Behavior
Credit Hours: 3+0
Course Instructor:
15. Prerequisites:
Consumer Behavior is a core subject and assumes that the student must have basic understanding
of marketing principles and strategies.
16. Textbook
e. Consumer Behavior, by Leon G Schiffman 12th Edition
17. Course Overview:
The story goes like this ..
Once upon a time, there lived six blind men in a village. One day the villagers told them,
"Hey, there is an elephant in the village today."
They had no idea what an elephant was. They decided, "Even though we would not be able to see
it, let us go and feel it anyway." All of them went where the elephant was. Everyone of them
touched the elephant.
"Hey, the elephant is a pillar," said the first man who touched his leg.
"Oh, no! it is like a rope," said the second man who touched the tail.
"Oh, no! it is like a thick branch of a tree," said the third man who touched the trunk
"It is like a big hand fan" said the fourth man who touched the ear of the elephant.
"It is like a huge wall," said the fifth man who touched the belly of the elephant.
"It is like a solid pipe," Said the sixth man who touched the tusk of the elephant.
They began to argue about the elephant and everyone of them insisted that he was right. It looked
like they were getting agitated. A wise man was passing by and he saw this. He stopped and asked
them, "What is the matter?" They said, "We cannot agree to what the elephant is like." Each one
of them told what he thought the elephant was like. The wise man calmly explained to them, "All
of you are right. The reason every one of you is telling it differently because each one of you
touched the different part of the elephant. So, actually the elephant has all those features what you
all said."
I think the moral of the story is that you are the blind men, the consumer is the elephant, and the
features are the different facets of consumer behavior. Or maybe by the end of the course you
have the wisdom from the theories you have discussed in class, thus you are the wise man. Or you
are the elephant and the wise man at the same time. Hmmm.
I am interested in an understanding of consumers as individuals, social beings, culture bearers,

and families. Not just in what they purchase but what they think, feel, say, and do not say. To
answer these questions I will borrow from a variety of disciplines.
This course provides you with (1) theory about consumer behavior (CB) and (2) an understanding
of how CB concepts can be applied to marketing management, to our roles as consumers, and to
everyday life and personal development. The primary course goal is to provide you with an
understanding of CB, which is important for marketing managers as well as public policy makers.
A secondary course goal is to develop your knowledge of CB as a major aspect of human behavior
(yours specifically), and appreciate the role consumption plays in our society today, both its
positive aspects, and the ethical challenges it poses.
Page | 101
18. Course Description:
The most complex aspect of marketing understands the mind and heart of the consumer. If consumer
behavior was easy to explicate, then all products would sell as well as projected, all ads would be
effective, economies would be efficient and marketing would be a simple prospect. In actuality,
consumers are frustrating and irrational and difficult to predict.
This course focuses on providing you with the basic tools to better understand consumer behavior. We
will address.
Managerial applications of consumer behavior: What marketing strategies are likely to be effective given
consumer response? When we focus on managerial applications, we will attempt to apply tools from
psychology, economics, and other social sciences to particular marketing problems. The focus will be on
specific results.
Psychological applications of consumer behavior: How do humans operate in the marketplace?

When we focus on psychological applications, we will take a more general, scientific approach. We may
learn about research not initially aimed toward a particular marketing problem (or marketing issues at
all) that illuminates some basic aspect of human behavior that can then be used to understand human
behavior in a market.
Personal applications of consumer behavior: What sorts of social and cognitive mechanisms do
you, as a consumer, bring to your purchasing decisions?
When we focus on personal applications, we will attempt both to better understand the triumphs
and mistakes you may have encountered when you shopped or chose a restaurant or voted, and to
help you to make more informed decisions in the future. At the least, you should be able to label
and explicate your consumer mistakes even as you make them.
19. Course Objectives

1. To assimilate knowledge concerning consumer behavior
2. To create skills for observing, analyzing and finding solutions for consumer behavior issues.
Skills:
- To accomplish a research concerning the buying process.
- To communicate and speak in public.
- Team work
20. Reference Material:

 Case Studies will be provided along with the course pack in advance.
 Additional slides/handouts/information will also be shared in-class, as appropriate.
21. Course Learning Outcomes:

a. Explain key concepts, and apply them to marketing.
b. Analyze factors affecting the consumer behavior including the macro- and micro-
environment, and other factors
c. Explain key elements of market segmentation, and propose a competitive positioning
plan for an organization.
d. Formulate and implement marketing strategy in line with expected consumer behavior.
22. Assessment Instrument with Weights

g. Midterm 30%
h. End term 50%
i. Internal evaluation 20% (Quizzes, Project presentation and Class Participation, Discussion of
Case Studies and Articles in Class, Assignments).
Page | 102
Page | 103
Pr
Proj
Case es
ect
Week Lecture Study Quizz en
No No TOPICS TO BE COVERED Discu es tat
Deliv
erabl
ssion io
es
ns
1. Introduction, Course Overview and Discussion Assignm
ent 1
Technology Driven Consumer Behavior: --- ---

1.
2. The Marketing Concept, Technology enriches --- ---
exchange between consumers and Markets
3. Customer Value, Satisfaction and Retention,

Consumer Decision Making Model
--- ---
2. Segmentation and Effective Targeting: Bases for --- ---
4. Segmentation,
Behavioral Targeting, Positioning and Quiz 1

5.
Repositioning
Grou
3. Case 1
Consumer Motivation: Dynamics of Motivation, p1
6. System of Needs Murry’s List of Psychogenic
Needs, Maslow Hierarchy Theory
7. Trio of Needs, The measurement of motives, The
nature
and theories of personality. Grou
4. Article 1
8. Personality Traits and Consumer Behavior, p 2-3
Product and Brand
Personification, The Self and Self Image.
9. Consumer Perception: The Elements of
Perception, Perceptual Selection, Perceptual
Assignm Grou
5. Organization. ent 2 p -4
10. Perceptual Interpretation, Consumer Imagery,
Perceived Quality, Perceived Risk
Consumer Learning: The Elements of Consumer Grou Phas
11. p 5-6
Learning, Classical Conditioning, Instrumental eI
6. Conditioning. Quiz 2
Article 2
12 Observational Learning, Information Processing,
Cognitive Learning.
Consumer Involvement and Hemispheric
13. Lateralization, Outcomes and Measures of Case
7. ---
Consumer Learning. Study
14. Revision
MID TERM EXAMS
MID TERM BREAK
Case Pres
Qui Project
Week Lecture Study enta
No No TOPICS TO BE COVERED Discu
zze
tion
Deliver
s ables
ssion s
15. Consumer Attitude Formation and Change:
Attitudes and their Formation, The Tri-component
Attitude Model Group
8. Case 3
16. Multi-attribute Attitude Model, Changing the 7
Motivational Functions of Attitude, The
Elaboration Likelihood Model.
17. Cognitive Dissonance and Resolving Conflicting
Attitudes, Assigning Causality and Attribution
Theory.
Group
9. Article 3
8-9
18. Communication and Consumer Behavior: The
Communication Process, Broadcasting Vs
Narrowcasting, Designing Persuasive Messages.
Persuasive Advertising Appeals, Measures of
19.
Message Effectiveness, Brand Communication,
Brand Relationships, and Lifestyle Appeals.
Quiz Group
10. From Print and Broadcast Advertising to Social and Case 4
3 10
20. Mobile Marketing: Consumer and Social Media,
Consumers and Mobile Advertising, Measuring
Media’s Advertising Effectiveness.
21. Reference Groups and Word-of Mouth: Source
Credibility and Reference Groups, Factor affecting
Reference Group Influence, Reference Groups, Self-
Assign
Concepts and Brand Associations. Group
11. --- ment
11-12
22. 3
Credibility of Spokesperson, Endorser and other
Formal Sources, Word of Mouth and Opinion
Leadership, Strategic Applications of WOM
23. Cultural Influence on Consumer Behavior:
Culture’s role and Dynamism, Learning Cultural
12. Values, Measuring cultural values Case 5
24. Core Values, Cultural Aspects of Emerging
Markets
25. Consumer Learning: The Elements of Consumer Group Phase I
5-6
Learning, Classical Conditioning, Instrumental
Quiz
13. Conditioning.
26. Article 2 2
Observational Learning, Information Processing,
Cognitive Learning.
Project Presentations Party
27.
Time
14. Case 6 
28. 

END TERM EXAMS
Page | 2
Course Title: Chinese Language-I
Credit Hours: 3+0
Course Instructor:
Prerequisites: Nil
Course Objective:
1. Acquire basic language skills of modern Chinese:

2. Obtain basic Chinese language skills of listening, speaking, reading, and writing.
3. Establish a mastery of the pinyin Romanization system and can pronounce and transcribe correctly
sounds used in modern standard Chinese.
4. Read short texts.
5. Master basic sentence patterns and use them to produce sentences.
6. Conduct simple conversations in Chinese
7. Lay foundation for further study of Chinese language and prepare for the next level Chinese
course.
COURSE LEARNING OUTCOMES:
Recommended Text Books:
New Text Book2015:New Practical Chinese Reader
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
Page | 3
COURSE CONTENT
Week# Lecture# TOPICS TO BE COVERED

1. 1. Introduction to Chinese : its meaning and source
2. Introduction to Chinese importance, some useful expression
2. 3. Introduction to Chinese Pinyin: its construction and function
4. Introduction to Initials in Chinese pinyin, practice it
3. 5. Introduction to Finals in Chinese pinyin, practice it
6. Key points of pronunciation and Chinese tones
4. 7. Lesson1: text, new words
8. Lesson1: pronunciation drills and conversation practice
10. Lesson2: pronunciation drills(Neutral tone) and conversation practice
7. 13. Review
14. Review
MID TERM EXAMS
MID TERM EXAMS
8. 15. Introduction to Chinese grammar: Sentence with“是”
16. Introduction to Chinese grammar：” yes-no” question with“ 吗”
9. 17. Grammar: Questions with an interrogative pronoun
18. Grammar: Sentence with a verbal predicate
24. Lesson6:Review of Pronunciation and conversation practice
13. 25. Comprehensive Practice
26. Comprehensive Practice
14. 27. Review
28. Review
END TERM EXAMS
Page | 4
Semester – VIII
CODE COURSE CREDITS
MGT-411 Organizational Behavior 3
HUM-224 Chinese-II 3
HUM-422 Psychology 3
Elective-I 3
Elective-II 3
Course Title: Organizational Behavior

Page | 5
Credit Hours: 3+0
Course Instructor:
PREREQUISITES:
All BBA/MBA core courses including Principles of Management, Human Resource Management
COURSE OBJECTIVES:
The course «Organizational Behavior» has three primary objectives:
 To examine central theories and concepts in organizational behavior which provide students with
in-depth understanding of human behavior issues in organizations
 To develop students’ analytical and problem solving skills as they relate to organizational
behavior issues.
 To develop students’ appreciation of the relevance of organizational behavior in understanding the
effectiveness of organizations.
COURSE OUTCOMES:
At the end of the course, the students will be able to:
 This course will refine the understanding of students towards the study and applications of
human side management and organization.
 This course will help them to understand the major environmental challenges plus micro
and macro perspectives and unit of analysis of organizational behavior.
 This course is aimed at refining the understanding of students towards the prior knowledge
of management and behavioral sciences.
 After studying this course the students will be able to understand the modifications, quality
of work life and identifiable trends, which have emerged in organizational behavior.
 This course is aimed at giving the opportunity for the students to receive theoretical
knowledge about human behavior within organizational settings and to develop practical
skills for managing this behavior.
REFERENCE MATERIAL:
 Organizational Behavior 11th Edition by Fred Luthans (McGraw Hill eleventh edition)
 Organizational Behavior by Stephen P. Robbins 12th Edition
Page | 6
SNR ITEMS MARKS
1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
COURSE CONTENT

1. Orientation, definition of organizational behavior, Historical background of
1. organizational behavior
2. Theoretical Frameworks , Challenges and opportunities for OB
3. Definition and Importance of perception , Social Perception (Attribution
2. Theory, Stereotyping and Halo effect)
4. HBS case: Jamie Turner
5. Definition and meaning of personality and determinants of personality
(The Self-concept)
3.
6. Big five Model, MBTI, Important personality characteristics, HBS case:
Thomas Green
7. The nature and dimensions of Attitude (Components and functions),
Ways of changing attitudes
4.
8. Job satisfaction, organizational citizenship behavior and organizational
commitment, HBS case: Treadway Tire Plant
9. Meaning of motivation, The content theories of motivation
5. 10. The process theories of motivation ,Contemporary theories of
motivation
11. Case Study: Engstrom Auto Mirror Plant
6. 12 Principles of learning (Reinforcement and Punishment), Law of effect
(Positive and negative rein forcers)
13. Organizational reward systems (Money as a reward and new pay
7. techniques), Non financial rewards
14. Behavioral Performance Management
MID TERM EXAMS
MID TERM BREAK
15 Group Dynamics and Teams , Nature of groups
8
16 Dynamics of informal groups
17 Definition of conflict and Transitions in conflict thought
9. 18 The conflict process and Intra-individual conflict (Goal conflict and
Role conflict and ambiguity)
19 Interpersonal And Intergroup Conflict
10.
20 Negotiation skills
21 The definition of stress and the background of stress
11 22 The causes of stress (Extra-organizational stressors, organizational
stressors, group stressors and individual stressors)
Page | 7
23 The effects of stress ( physical problems, psychological problems and
behavioral problems)
12
24 Coping strategies for stress( Individual and organizational
coping strategies)
25 The meaning of power (distinctions among power, authority and
13 influence) and the classifications of power
26 Political strategies used to acquire power
27 Traditional theories of leadership, Modern theoretical processes of
14 leadership, Leadership skills
28 Final project presentations
END TERM EXAMS
Page | 8
Course Title: Psychology
Credit Hours: 3+0
Course Instructor:
PREREQUISITES:
Psychological Applications, Business Ethics
COURSE OBJECTIVES:
A basic business psychology education program whereby the students are expected to learn about the
following concepts:
 Human behavior, motivations and attitudes at work
 The psychology of leadership, coaching and marketing
 Personnel selection, training and assessment
 Communication, conflict resolution and negotiation
 Research design and methods
LEARNING OUTCOMES:
The concepts and techniques learnt through this course will help students in a number of ways, including:
 Have developed interpersonal skills required to work collaboratively with other professionals and
stakeholders
 Have a sound working knowledge of people and behaviors in multidisciplinary environments
 Be capable of applying theoretical and empirical knowledge in a real world context
 Be skilled in applying research methods and the practical application of human psychology
 Have ethical awareness, professional practice and ability to arrive at appropriate and ethical
solutions to applied psychology applications
 Be able to analyze needs of organizations to make informed decisions regarding applied
psychological issues
 Have an understanding of theories of leadership and organizational change
 Be able to contextualize and integrate psychological theory of individuals, groups, and the
organization
REFERENCE MATERIAL:
Work and Organizational Psychology by Nik Chmiel
Influence: The Psychology of Persuasion, by Robert B. Cialdini and George Newbern
Mindset: The new Psychology of Success, by Carol Dweck and Marguerite Gavin

SNR ITEMS MARKS
1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
Page | 9
COURSE CONTENT

1.1. Foundation of Applied Psychology
1.
2.2. Psychological skills in work place
3.3. Work Motivation
2.
4.4. Work Attitudes and Job Satisfaction
5.5. Emotion at Work
3.
6. Personality and Value
7. Psychology of Coaching
4.
8.6. Psychology of Leadership
9.7. Introduction to Human Factors
5.
10.
8. Human Behavior
11.
9. Organizational Diversity
6.
1210. Change Management
13.
11. Work Stress Management
7.
14. Case study on Stress Management
MID TERM EXAMS
MID TERM BREAK
15 Communication Skill
8
16
12. Improving Communication
17
13. Gender & Social Psychology
9.
18
14. Sensation & Perception
19
15. Effects of Social Environment
10.
20
16. Psychology for Marketing
21 Effects of Social environments
11
22 Measures to improve Social environments
23 Attitude makes personality
12
24 Ways of Improving Personal Attitude
25 Negotiation Skills
13
26 Interviewing and Assessment
14 27
17. Presentations
15 18. Project
END TERM EXAMS
Page | 10
Course Title: Chinese-II
Credit Hours: 3+0
Course Instructor
Prerequisites: Chinese-I
Course Objective:
1) Acquire basic language skills of modern Chinese:

2) Obtain basic Chinese language skills of listening, speaking, reading, and writing.
3) Establish a mastery of the pinyin Romanization system and can pronounce and transcribe
correctly sounds used in modern standard Chinese.
4) Read short texts.
5) Master basic sentence patterns and use them to produce sentences.
6) Conduct simple conversations in Chinese
7) Lay foundation for further study of Chinese language and prepare for the next level Chinese
course.
Recommended Text Books
New Text Book2015:New Practical Chinese Reader
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
Page | 11
COURSE CONTENT
Week# Lecture# TOPICS TO BE COVERED

2. 2. Lesson7:Grammar1:V/A-not-V/A question;Grammar2:“也”and“都”
4. 4. Lesson8:Grammar: Numbers from 11 to 100
6. 6. Lesson9:Grammar:Expressing the date and days of the week
7. 7. Review
MID TERM EXAMS
MID TERM EXAMS
9. 9. Lesson10:Grammar:Prepositional phrase
11. 11. Lesson11:Grammar: Telling time
13. 13. Lesson12:Grammar: Alternative questions
14. 14. Review
END TERM EXAMS
Page | 12
Specialization Courses
(Finance)
Page | 13
Course Title: Analysis of Financial Statements
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Fundamentals of Accounting, Financial Accounting, Cost Accounting, Introduction to Finance, Financial
Management
Course Description:
This course is an introduction to financial statement analysis, aiming to provide you the basic skills and
techniques to analyze financial statements for the purpose of valuation. You will learn how to evaluate
financial statements and perform prospective, credit, and equity analyses. Students will also learn how to
recast and adjust financial statements to obtain a better estimate of earning power.
Course Objectives:
Financial reports are the primary means by which managers communicate company results to investors,
creditors and analysts. These parties use the reports to judge company performance, to assess
creditworthiness, to predict future financial performance, and to analyse possible acquisitions and take-
overs. Users of financial statements must be able to meaningfully interpret financial reports, construct
measures of financial performance and analyse the reporting choices made by companies. Also, since
company managers choose accounting techniques when making their reports, users must learn to undo the
effects of these accounting choices. The purpose of this course is to give the foundation for such analysis.
LEARNING OUTCOMES:
On completion of this course unit, successful students will be able to:
 Calculate and interpret a range of accounting ratios from the financial statements of large
companies;
 Appreciate the complex nature of real life financial statement ratio calculations;
 Understand the role of, and draw upon, the strategic (competitive and sustainability) context of a
business in interpreting that business's financial statements;
 Effectively interpret financial statements from the perspective of the forward-looking information
needs of different stakeholders;
 Understand a range of factors that can indicate the quality and reliability of financial statement
information;
 Appreciate the various sources of data that may be useful in analyzing the position, performance
and future prospects of a firm
TEXTBOOKS (OR COURSE MATERIALS):
 The Analysis and use of Financial Statements (3rd Edition) By:Gerald I. White, Ashwinpaul C. Sondhi, and Dov Fried.
 Financial Statement Analysis Using Financial Accounting Information (7 th Edition) By: Charles H. Gibson
 Fundamentals of Corporate Finance (5th Edition Chapter # 18 only) By: Brealey/Myers/Marcus
 Fundamentals of Corporate Finance (6th Edition Chapter # 4 only) By: Ross/Westerfield/Jordan
Page | 14
ASSESSMENT INSTRUMENTS WITH WEIGHTS:
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50

Quiz(s) 5
Assignements(s) 5
Class Participation/Presentations 5
Case Discussion 5
Total 20
Grand Total 100

1. Introduction to Analysis of Financial Statements,
Utilization and Practicality of the Course
2. Framework for Financial Statements Analysis
1. Need for financial statement analysis, Users of financial statements
Principal financial statements
Qualitative characteristics of accounting data
Chapter # 1 (Sondhi) Chapter # 1 (Gibson)
3. Framework for Financial Statements Analysis….
GAAP
2. 4. Accounting Policies and their Impact on Financial Analysis….
Overview of Accounting Cycle
Auditor’s Report and its types
5. Accounting Policies and their Impact on Financial Analysis….
The accrual concept of income
Revenue recognition methods
Percentage-of-Completion Method
Completed contract method
3. Chapter # 2 (Sondhi) Chapter # 2 (Gibson)
6. Accounting Policies and their impact on Financial Analysis…….
Nonrecurring items
Adjustments for Nonrecurring items
Management Discretion and Earnings Manipulation
Chapter # 2 (Sondhi)
7. Cash Flow Statement Analysis
Need for a Cash Flow Statement
Importance of Cash Flow Statement
4.
8. Cash Flow Statement Analysis….
Basic Elements of Cash Flow statement
Cash Flow Classification Issues
Direct and Indirect cash flow method
Preparation of Cash Flow Statement
5.
Analysis of cash flow information
Free Cash Flows and Valuation
Page | 15
11. Foundations of Ratio and Financial Analysis
Purpose and use of ratio analysis
Cautionary Note
6. 12 Foundations of Ratio and Financial Analysis…..
Common size statements
Vertical and Horizontal Analysis
Case Study: Cooper Tire & Rubber Company.
13. Foundations of Ratio and Financial cont…
Categories of ratios:
Liquidity analysis
Chapter # 4 (Sondhi) Chapter # 5 & 7 (Gibson)
7.
Activity analysis
Profitability analysis
MID TERM EXAMS
MID TERM BREAK
Long-term debt and solvency analysis
Ratios: An integrated analysis
8.
Earnings per share and other ratios used in valuation
Trend Analysis
Operating and financial leverage
Leverage and its effect on earnings
9. 18. Foundations of Ratio and Financial cont…
Operating and financial leverage
Leverage and its effect on earnings
Case Study: “The Case of the Beleaguered, Burgled Balance Sheet”
19. Statement Analysis for Special Industries:
Banks, Utilities, Oil and Gas,
Transportation, Insurance, Real Estate Companies
Chapter # 15 (Gibson)
10.
11.
Page | 16
23. Analysis of Inventories
Inventory and cost of goods sold: Basic relationships
LIFO Versus FIFO: Income, Cash flow, and working capital effect
Chapter # 6 (Sondhi) Chapter # 7 (Gibson, p. 265)
12.
24. Analysis of Inventories
Inventory and cost of goods sold: Basic relationships
LIFO Versus FIFO: Income, Cash flow, and working capital effect
25. Analysis of Inventories cont…
Adjustments from LIFO to FIFO
Financial ratio: LIFO Versus FIFO
13.
26. Analysis of Inventories cont…
Adjustments from LIFO to FIFO
Financial ratio: LIFO Versus FIFO
27. Financial Planning and Forecasting
Introduction to basic financial planning models
14. A simple financial planning model
The Percentage of sales approach
Chapter # 4 (Ross/Westerfield/Jordan) Chapter # 18 (Brealey/Myers/Marcus)
28. Financial Planning and Forecasting…….
Additional/External fund needed
Additional/External financing and growth
Chapter # 4 (Ross/Westerfield/Jordan) Chapter # 18 (Brealey/Myers/Marcus)
END TERM EXAMS
Page | 17
Course Title: Corporate Finance
Credit Hours: 3+0
Course Instructor:
PREREQUISITES
Financial Accounting, Financial Management
Every decision that a business makes has financial implications, and any decision which affects the
finances of a business is a corporate finance decision. The objectives of the course is
 To provide the students basic concepts of corporate finance
 To provide students with an in-depth knowledge of business finance concepts, principles and
methods and
 To develop the ability and skills to develop finance concepts to be applied in different
organizations.
 to help the students to understand the financial problems faced by the business today, as well
as the best way to solve these problems
After studying this course the students would be able to:

 Understand the importance of a firms cost of capital and be able to estimate it from given capital
structure.
 Be able to use basic capital budgeting tools like Net present value, and internal rate of return to
determine the desirability of both long term and short term capital investment.
 Understand and be able to analyze the difference between investment decisions and financial
decisions and apply them in their businesses.
 Understand the impact of capital structure decisions and be able to perform break-even analysis.
 Be able to understand the concept of Dividend policies and apply them in business decisions.
RECOMMENDED TEXTBOOKS:
 Financial Management & Policy By James C Van Horne (12th Edition)

 Fundamentals of Corporate Finance By Ross Westter field and Jordon (7th Edition)
 Corporate Finance Theory By William L Megginsons
REFERENCE BOOKS:
 Theory and problems of Financial Management By M Y Khan & P K Jain (5th Edition)
S.NO Items Marks

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s) 5
Assignements(s) 5
Class Participation 3.5
Case Study and Presentations. 6.5
Total 20
Grand Total 100
Page | 18
COURSE CONTENT

Introduction to Corporate Finance:
Objective, corporate finance & the financial manager, financial statements and
1. financial corporate decisions, goal of financial management, agency problem and
control of the corporation. Difference between acquisition, financing and dividend
1. policy decisions.
Concept in valuation:
Concept in valuation. Time value of money. Concept of annuity and perpetuity
2.
practical problems
and exercises related to the time value of money
Concept in valuation:contd…
The valuation of long term securities. Bonds. Difference between Non-zero, Zero and
3. Perpetual bonds. Different ways to calculate valuations. Comparison of Present value
of instruments with the
2. current market price.
Concept in valuation: contd…
Difference between Preferred Stock and Common stock. Different methods of
4.
calculating the valuations. Dividend discount model of valuation of common stock.
Comparison of valuation with the market price and decision making.
FINANCING DECISION:
5. Theory of Capital Structure:
Introduction to the theory, Assumptions, definitions and symbols.
3. Theory of capital structure. Contd..
Net Income approach to capital structure, Net Operating Income approach.
6.
Assumptions
and requirements of both approaches. Comparison of both methods.
Theory of capital structure. Contd..
7. Modigliani Miller approach to capital structure. Assumptions and theories. Arbitrage
4. principles questions and numericals
8.
Arbitrage vs Reverse Arbitrage principles. Practical questions and numericals.
9. Traditional Approach to capital structure theory. Questions and numericals given at
5.
the end of the book. Practice questions.
10 CASE STUDY RELATED TO CAPITAL STRUCTURE THEORIES
4. Designing capital structure:
11. EBIT-EPS chart. How to incorporate different alternatives in decision making.
EBIT-EPS indifference point. Calculations
6.
Designing capital structure: contd….
12 Graphical analysis of EBIT-EPS point. How to calculate indifference point. Decision
making and role of managers in decision making.
Designing capital structure: contd:
13.
7. EBIT-EPS indifference point and decision making.
14. CASE STUDY RELATING TO INDIFFERENCE POINT (EBIT-EPS)
MID TERM EXAMINATION
MID TERM BREAK
INVESTING DECISIONS
Lease financing:
15.
Features of lease, finance lease and operating lease, sale and lease back , single
8. investor vs leveraged lease, accounting and tax treatment of lease.
Lease financing : contd…
16. Comparison of Leasing vs debt financing . Lease payments made at the end of time
period. Payments made in arrear.
9. 17. Lease financing: contd..
Page | 19
Lease buy or borrower decisions. Questions and problems relating to lease, end of
Chapter questions and numericals.
Mergers. Amalgamations and acquisitions/takeovers: contd…
Definition, classification of acquisitions. reasons for mergers and acquisitions
18.
Financial Framework: Evaluating a potential merger, Determining Firm’s Value
(Book Value, Appraisal Value, and Market Value).
Mergers. Amalgamations and acquisitions/takeovers:contd..
Earnings impact and market value impact. Bootstrapping EPS, Mergers as
19.
Capital Budgeting, Net Present Value Approach, Acquisitions and Valuation
matters (Accounting for mergers
10.
Mergers. Amalgamations and acquisitions/takeovers: contd..
Purchase Vs Pooling of Interest method. tax Aspects Of mergers, Divestitures, spin
20.
offs,
sell offs, LBO’s
Mergers. Amalgamations and acquisitions/takeovers: contd..
Mergers as a capital budgeting decisions, what are the steps for preparing a combined
21.
11. balance sheet,
Qque Questions and problems
22. CASE STUDIES RELATED TO CORPORATE RESTRUCTURING
DIVIDEND POLICY DECISIONS
23.
Concept of dividend, stock dividend, dividend splits.etc..
12.
Dividends and valuations:
24.
Introduction, passive Vs active dividend policy, dividend policy theories,
Dividend and valuations: contd…
25. factors influencing dividend policy, stock dividends and stock splits, stock repurchase
end of chapter.
13.
Determinants of dividend policy:
26. Dividends payout ratio, stability of dividend, owner’s contribution, bonus shares and
stock splits.
Determinants of dividend policy contd…
27. Dividends payout ratio, stability of dividend, owner’s contribution, bonus shares and
14.
stock splits.
28. CASE STUDEIS RELATED TO DIVIDEND VALUATION
END TERM EXAMINATION
Page | 20
Course Title: Financial Risk Management
Credit Hours: 3+0
Course Instructor:
Prerequisites: Financial Management, Financial Accounting
Course Description
The course explains the risk management types and techniques and its application in the financial
institutions. The speculative hedging approaches critically demonstrate the management objective risk.
Course Objectives:
1. To acquaint the students with the categories of risk

2. To demonstrate the hedging approaches to manage risk
3. Introduction to derivatives markets and tools
Learning Outcomes:
Technical knowledge about the management of risk in financial and non-financial institutions
Textbooks (or course materials):
Analysis of Derivatives by Don M. Chance.

Financial Markets & Institutions: An introduction to Risk Management Approach by Anthony Saunders
and Marcia Millon Cornett Published July 21st 2003
Reference Material:
Investment Analysis and Portfolio Management, 8th Edition, Frank K. Reilly and Keith C. Brown
Financial Markets and Institutions: An Introduction to Risk Management Approach, 6 thEdition by
Anthony Saunders and Marcia Millon Cornett
S.NO Items Marks

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s) 5
Assignements(s) 5
Project 10
Total 20 20
Grand Total 100
COURSE CONTENT
Week Lecture No. Topics to be covered
1  Introduction (Scope of the subject)
 Financial Markets and their role in the global economic system
 Emerging trends in the global Financial Markets
 Risk and its various types
2  Risk and Return relationship
 Identifying Major Financial Risks
 Foreign currency Risk
 Derivatives Markets, Past present and future, Purpose of derivative markets and its
Criticisms
Page | 21
3  Interest Rate Risk
 Term structure of interest rate
 Theories for the determination of interest rate
 Risk Management Process
4  Money Market hedging:
 Hedging a Payment
 Hedging a Receipt
5  Forward (Advantages and Disadvantages)
 Pricing and Valuation of Forward Contract
 Currency Forwards
6  Future(Advantages and Disadvantages)
 Pricing and Valuation of Future Contract
7 Option
 Call option
 Put Option
 Use of Call option for speculation
 Use of Put option for speculation
MID TERM EXAMS
MID BREAK
8  Option Strategies
o Bull Spread
o Bear Spread
o Butterfly Spread
9  Straddle
 Straggle
 Strip
 Strap
10  Credit Risk
 Methods to measure Credit risk
o Qualitative based models Quantitative based models
 Linear Discriminant Analysis (Altman’s Z-Score model) etc
11  Operation Risk
 Types of Operational Risk
12 Sovereign Risk
 Economic Factors
 Debt Rescheduling
13  Value at Risk
 Methods for Computing the VAR
 Assumption of VAR
14  Factors effecting Value at Risk
 Computation of VAR for each security in portfolio
 Portfolio VAR
 Marginal VAR and Component VAR
 Country Risk and its Importance
15  Revision
END TERM EXAMS
Page | 22
Course Title: Investment & Portfolio Management
Credit Hours: 3+0
Course Instructor:
Prerequisites: Financial Accounting, Cost Accounting, Financial Management
Course Description:
This course is intended to introduce the concepts and tools of security analysis and portfolio management.
The course content covers market structure and trade execution, client characteristics and their effect on
portfolio construction, the asset allocation decisions, the security allocation decisions by considering the
risk and return, market efficiency and trading strategies. In addition, selected topics related to portfolio
risk management and portfolio performance evaluation will be discussed
Course Objectives:
The objective of the course is to study theory and empirical evidence relevant for portfolio management.
An emphasis is placed on understanding how an investment professional would allocate funds in a
hypothetical portfolio. Major topics include estimation of capital market parameters, trade-off between
risk and return, optimal portfolio selection, equilibrium asset pricing models, and delegated portfolio
management. Emphasis will be put on development of techniques that should be part of the tool kit of
those interested in becoming professional investors and/or researchers in finance. The course material is
tilted heavily towards equity markets.
Course Outcomes:
At the completion of this unit students will:
1. have an understanding of the nature of an investment, the characteristics of financial assets and the
investment environment
2. be able to describe the investment management process and understand the role of objectives and
strategy in the portfolio construction process
3. be familiar with the concepts of modern portfolio theory and have an intuitive understanding of
asset pricing models
4. have an understanding of the influence of macroeconomic and microeconomic factors on
securities markets and the pricing of financial assets
5. be able to display competence in the use of various methods of fundamental analysis to value
shares
6. understand various approaches used in portfolio management
7. understand the issues associated with the evaluation of portfolio performance and apply various
performance evaluation techniques.
 “Investment Analysis and Portfolio Management” by Frank K. Reilly and Keith C. Brown (10th
or latter edition)
 “Investments Analysis and Management” by Charles P. Jones
 “Investments” by Bodie Zvi, Kane Alex, and Marcus Alan
Reference Material:
Page | 23
Business Pages of Dawn News, Business Recorder, Karachi Stock exchange Website
S.NO Items Marks

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s) 5
Assignements(s) 5
Project 10
Total 20 20
Grand Total 100
COURSE CONTENT
Lecture # TOPICS TO BE COVERED

1.  The Investment Setting
 Revisions of Finance basics
 What is an investment?
2.  Investments: background and issues
 Measuring risk and return
 Measures of historical/expected rates of return
3.  The Investment Setting….
 Risk measures for historical/expected returns
 Determinants of required rates of return
4.  Nominal and real risk free rate
 Risk premium
 Risk Premium and portfolio theory
5.  Relationship between Risk and Return
 SML line
 Changes in the SML line
The Asset Allocation Decisions
6.  Individual Investor Lifecycle
 The Portfolio Management Process
 The need for Policy Statement
 Input to the Policy Statement
7.  The importance of asset allocation
 Objectives and Constraints of Institutional Investors
Setting investment in a Global Market
8.  The case for global investments
 Global Investment Choices
 Fixed-Income Investments
 Equity Investments
9.  Special Equity Instruments
 Options
 Futures Contracts
10.  Historical Risk and Return on Alternative Investments
Organization and Functioning of Securities Markets
 What is Market?
11.  Types of Markets
 Money Vs Capital Markets
 Primary Vs Capital Markets
12  Debt Vs Equity Markets
 Regional exchanges and the over-the-counter market
 Detailed Analysis of Exchange Markets
 How Securities are traded
 Types of Orders
Page | 24
 Changes in the Securities Markets
13.  Security Market Indicator Series
 Uses of Security Market Indexes
 Differentiating Factors in Constructing Market Indexes
14  Stock Market Indicator Series
 Value-Weighted Series
 Price-Weighted Series
 Un-weighted or Equal-Weighted Series
MID TERM EXAMS
MID TERM BREAK
15.  Bonds Market Indicator Series
 Investment Grade Bonds
16.  Junk Bonds
 Annual security risk-returns and correlations
 Comparison of Indexes Over Time
Efficient Capital Markets
 Why should capital markets be efficient?
 Alternative efficient market hypotheses
 Implications of efficient capital markets
17.  Tests and results of efficient market hypotheses
 Weak form hypothesis: Tests and results
 Semi-strong form hypothesis: Tests and results
18.  Strong form hypothesis: Tests and results
An Introduction to Portfolio Management
 Background assumptions
 Markowitz portfolio theory
19.  Risk and return of a portfolio

 Measuring risk and return
20.  Expected return for individual investment
 Expected return for a portfolio
Variance and standard deviation of return for an individual investment An
21 Introduction to Portfolio Management….
 Variance and standard deviation of return for a portfolio
22  More than two assets portfolio and estimation issues
 The efficient frontier
 The efficient frontier and investor utility
23 An Introduction to Asset Pricing Model

24  Capital market theory: An overview
 Risk-free asset
 Market portfolio
 The Capital Asset Pricing Model: Expected return and risk
25  Relaxing the assumptions
 Differentiating borrowing and lending rates
26  Transaction costs
 Heterogeneous expectations and planning periods
 Taxes
 Multifactor models of risk & Return….
 The market portfolio: theory versus practice
27  Arbitrage Pricing Theory
28  Using the APT
END TERM EXAMS
Page | 25
(HR)
Course Title: Career Management and Planning

Course Code: HR-468
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Career Management and Planning is a specialized subject and assumes that the student must have basic
understanding of human resource management and management's concepts and strategies.
COURSE DESCRIPTION:
Career management is conscious planning of one’s activities and engagements in the jobs one undertakes
in the course of his life for better fulfilment, growth and financial stability. It is a sequential process that
Page | 26
starts from an understanding of oneself and encompasses occupational awareness. An individual’s career
is the sole source of one’s natural expression of self. It is an integral component of one’s life and therefore
the need for its management. Career management is more or less like the organizational management;
after all an organization is nothing but an assortment of individuals.
The process of career management begins with the formulation of goals and objectives those that are short
term or meant to be achieved in the short run. This is a tedious task compared to a long term career goal
which is more or visionary in nature. Since the objective is short term or immediate, it is more of action
oriented. Second it demands achievement every day, every moment. Again this step can be very difficult
for those who are not aware of the opportunities available or are not completely conscious of their talents.
However more specific, measurable and achievable the goals, greater are the chances of the management
plan bearing fruit. Achievement of goal requires a well chalked strategy, which implies a plan of action to
achieve the goal. This has to be followed by drafting or establishment of procedures / policies / norms or
rules that govern action or practice. The final step in the career management process is evaluation of the
career management plan for ensuring that progress is being made or if there is a need to introduce some
changes in the latter.
COURSE OBJECTIVES:
The course aims at:
1. Providing the students with insight of different aspects of career management and planning.
2. Helping students develop a thorough understanding of theory and research in the area of career
management and planning so that they may develop their own career.
3. Creating understanding about one's potential and knowing the possible career paths.
4. Helping the students to develop decision making and analytical skills required in understanding
and dealing with career issues.
After successful completion of this course, students will be able to:

a. Initiate and manage their job search process better.
b. Explain the characteristics and criteria for career management.
c. Use a framework and a set of guidelines that can serve as a career management "map" throughout
their live.
d. Identify factors influencing employees and their careers;
e. Identify their career paths that best suits their values, interests, abilities and personalities.
f. Make their career decisions proficiently.
g. Write a business research paper preferably on CMP.

Career Management, 3rd Edition, by Jeffrey.H.Greenhaus, Gerard.A.Callanan
REFERENCE BOOKS:
Career Management Secrets 2010 Edition, by Carolyn Boyes.
Personality Development and Career Management: A Pragmatic Perspective, 3rd Edition, by R M Onkar.
Handbook of Career Management by Saiki Danyi
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Page | 27
Assignements(s)
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
COURSE CONTENT

1. Overview of HRM
1.
2. Overview of HRM
3. Learning Objectives, Importance of CMP in HR practices
2.
4. Learning Objectives, Importance of CMP in HR practices
5. Role of Training and Development in Career Management and Planning.
3.
6. Role of Training and Development in Career Management and Planning.
7. Identify the reasons why companies should help
4. employees manage their careers.
8. Why and how the concept of a career has changed.
9. The development tasks and activities in the career development process.
5.
10. Value of Career Motivation
11. Comparison of Traditional Career
and Protean Career
6.
12 Comparison of Traditional Career
and Protean Career
13. Discuss the role of the web in career management.
7. Effectively perform the manager’s role in career management.
14. Career Management Models
MID TERM EXAMS
MID TERM BREAK
15. Career Management Processes
8.
16. Guide to Career Exploration and self-exploration
17. Guide to Career Exploration and self-exploration
9.
18. Design a career management system
19. Goals, Strategies and Appraisals linked with CMP
10.
20. Introduction of career development
21. Case Studies/ Video Lectures
11.
22. Occupational choice: Preparation of work
23. Organizational Entry: Individual actions and Organizational actions
12.
24. Organizational Entry: Individual actions and Organizational actions
25. What it contains:
1. Self-awareness, Opportunity Awareness, Presentation skills
CV, Application, Interview and Selection Training, Job Stress
13.
26. What it contains:
2. Self-awareness, Opportunity Awareness, Presentation skills
CV, Application, Interview and Selection Training, Job Stress
27. Project Presentation
14.
END TERM EXAMS
Page | 28
Course Title: Compensation Structure Development
Course Code: HR-463
Credit Hours: 3+0
Course Instructor:
Prerequisites: Human Resource Management
Course Objectives:
The course provides an insight into Compensation Management subject and will achieve following
objectives:
 Enable the students to know the core ideas about compensation management.
 What is objective and scope of the compensation management?
 Create ability to identify problems related with jobs evaluation, job design, job description and their
relation with compensation and rewards.
 Ability to design and structure the wage and salary systems and solve organizational problems related with
compensation management
Course Outcomes:
Upon successful completion of this subject the student will be able to:
 Outline strategic compensation issues and describe the pay model.

 Align the business strategies with the compensation strategies
 Understanding of design the tangible and intangible rewards of the employees
Compensation, 10 edition by George T. Milkovich, & Jerry M. Newman
Reference Material:
 Case studies
 Related Articles
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Page | 29
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
COURSE CONTENT
1. Compensation; Motivation and Satisfaction, Forms of Pay
1. 2. A Pay Model: Compensation Objectives, Four policy Choices, and Pay
techniques. Activity/Assignment
3. Developing a Total Compensation Strategy: Four Steps
2. Activity/Assignment
4. Defining Internal Alignment: What shapes Internal structure
5. Case Study Presentation: Attention Shoppers: Executive Compensation
3.
6. Reviewing Job Analysis: Article: Designing High-Performance Jobs
7. Job Based Structures: Job Evaluation
4.
8. Person- Based Structure: Skill plans
9. Person- Based Structure: Competencies Activity/Assignment
5.
10. External competitiveness: Competitiveness & Labor Market factors
11. Product Market Factors and ability to Pay, and Organizational factors.
6.
12 Case Study: CEO Compensation at GE: A Decade with Jeff Immelt
13. Designing a Pay Levels, Mix and Pay structure
7.
14. Designing a Pay Levels, Mix and Pay structure Contd…..
8. 15. Reading: How Our Conception of Pay Has Changed
16. Rivision
MID TERM EXAMS
MID TERM BREAK
17. Show and discussion, Reviewing Performance Appraisal.
9.
18. Pay-for-Performance
19. Pay-for-Performance: Team Incentive Plan
10. 20. Case Study: The Proposed Merit Pay Program: Should the
Winners Take All?
21. Employee Benefits: Issues in Benefit Planning and Designing
11.
22. Benefits Options: ; Legally Required Benefits
23. Retirement and Saving Plan Payments: Article: Cane Mutiny: Managing
12. a Graying Workforce
24. Union role in Wage and Salary Administration.
25. Government and Legal issues in Compensation
13.
27. Revision
14.
28. Revision
END TERM EXAMS
Page | 30
Course Title: Job Analysis Performance Evaluation and appraisal
Course Code: HR-464
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Students should be specialized in Human Resources Management.
Course Objectives:
 Develop an understanding of the impact of job analysis on employees and its thorough
understanding as future HR Managers.
 To understand the practical implication of JAPEA in Pakistani environment.
 To have a strong in-depth focus on performance management and appraisal for employees
Learning Outcomes:
Equips the students with the concepts, problems and techniques applicable to the Job analysis,
Performance Evaluation and Appraisal related functions of business organizations.
 Job Analysis by Michel t Brannick and Edward L Levine (any edition)

 Human Resource Management by Noe and Hollen Beck 9th edition.
 David A. Decenzo and Stephen P. Robins (HUMAN RESOURCE MANAGEMENT).
Reference Material:
 Case studies, Research articles will be provided by the instructor
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
Page | 31
COURSE CONTENT

1. An introduction to Job Analysis (Methods, Processes, Techniques
1. and Purposes)
2. Application in Pakistan environment.
3. Importance of job analysis (Data to be gathered, uses of job design)
2.
4. Climate of HRD and Process in Pakistan.
5. Building blocks of job analysis
3.
6. Building blocks of job analysis cont…………..
7. Time and motion study for job and performance evaluation
4.
8. Function job analysis by Department of Labor and Fines
9. Function job analysis by Department of Labor and Fines cont……..
5.
10. Job element method
11. Task analysis inventory
6.
12 Concept of Performance management
13. Performance management (continued).
7.
14. Case study
MID TERM EXAMS
MID TERM BREAK
15. Concept of Performance appraisal
16. Appraisal methods, Choosing a source of performance information,
8.
Approaches to measuring performance, Rater errors in performance
management.
17. Employee separation and retention, How to retain good employees,
9. How to fire the unwanted stuff, Sources of Job dissatisfaction.
18. Case Study
19. Multi Method Job Design Questionnaire, Position analysis
10. questionnaire.
20. Occupational network
21. Employee development, Time management and organization growth
11. cycles
22. Different models of organizational growth cycles.
23. Job analysis and performance evaluation for teams
12.
24. Job analysis and performance evaluation for team’s cont…………..
25. Presentations of assigned project.
13.
26. Presentations of assigned project.
27. Revision
14.
28. Revision
END TERM EXAMS
Page | 32
Course Title: Organizational Development
Course Code: HR-467
Credit Hours: 3+0
Course Instructor:
Prerequisites:
 Students should be specialized in Human Resources Management.

 Students should know the basic concept of change and development.
Course Objectives:
The course is about the study of behavioral science techniques to improve organizational health and
effectiveness, internal relationships and problem-solving capabilities. Organizational learning,
transition processes, changing values, diversity of labor forces and other challenges put forward by
globalization are some of the topics discussed.
Learning Outcomes:
 Establishing relationships with key personnel in the organization (often called "entering" and
"contracting" with the organization);
 Researching and evaluating systems in the organization to understand dysfunctions and/or goals of
the systems in the organization ("diagnosing" the systems in the organization);
 Identifying approaches (or "interventions") to improve effectiveness of the organization and its
people;
 Applying approaches to improve effectiveness (methods of "planned change" in the organization),
 Evaluating the ongoing effectiveness of the approaches and their results.
Organizational Development & Change By:

1. Dianne M Waddell, Thomas G Cummings & Christopher G Worley
2. French, Wendell, Cecil Bell and Robert A. Zawacki. Organization Development and
Transformation: Managing Effective Change, 6th Ed., McGraw Hill. 2005
3. Rothwell, W. & Sullivan, R. (2005). Practicing Organizational Development: A Guide for
Consultants. 2nd Edition. Pfeiffer
Page | 33
S.NO Items Marks
1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Presentations
Case Discussion
Any Other
Total 20 20
Grand Total 100
COURSE CONTENT

1. Introduction of OD
1.
2. Organization Development- an overview
3. Need for OD; genesis of challenges; definition
2.
4. characteristics of OD; contributions
5. Presentation of history of OD
3. 6. The planned change
7. Theories of planned change
4.
8. Cont……..
9. Dimensions of planned change
5.
10. Cont……..
11. Characteristics of OD practitioners
6.
12 Cont………..
13. Internal versus external OD practitioners and Skills of OD prectioners
7.
14. Revision
MID TERM EXAMS
MID TERM BREAK
15. Evaluating and institutionalizing O D interventions
8.
16.
17. Human resource interventions: interpersonal and group process approach;
9.
18. Cont……….
19. Organization process approach of HR interventions
10.
20. Cont……….
21. Techno-structural interventions
11.
22. Cont………..
23. Human resource management interventions
12.
24. Cont…….
25. Strategic interventions
13. 26. Evaluating and institutionalizing O D interventions
27. Cont………………
14.
28. Human resource interventions: interpersonal and group process approach;
END TERM EXAMS
Page | 34
(MARKETING)
Course Title: Advertising & Promotion

Credit Hours: 3+0
Page | 35
Course Instructor:
PREREQUISITES:
Advertising and Promotion is a specialization subject and assumes that the student must have basic
understanding of Marketing principles and Management Course.
This course will open the window for the students to relate the practical world campaigns with the
underlying research both qualitative and quantitative perspective based on the marketing objectives. This
course will help to make students understand how to create Integrated Marketing Communications (IMC)
strategy. Advertising and Promotion explains the how and why of using effectively different media for
different marketing objectives to target different segments. Students will be able to develop social media
campaigns and handle social media promotions more properly. There are different roles involve in the
promotional aspect of marketing, e.g. agency, marketing/product manager, PR firm, media planner, etc.
students will be explained their significance, difference and how to manage them.
1.Understanding of students about the relevance of advertising and sales promotion in the Marketing context
2.A comprehensive and in-depth knowledge of advertising appeals and the resultant themes for ad campaigns.
3.Developing the students to select the most appropriate media for advertising campaigns
4.Understanding the creative process in advertising and its utilization in this field
5.The students will be able to develop and test the effectiveness of various types of advertising and
promotional strategies and campaigns

Advertising and Promotion: George E. Belch and Michael Belch Global 9th Edition
REFERENCE BOOKS
Advertising and Promotion: George E. Belch and Michael Belch Global 9th Edition
Integrated Advertising, Promotion and Marketing Communications, K. Clow and D. Baack, Prentice
Hall/ Pearson Education (6th edition, 2014).
Arora Magazine

SNR ITEMS MARKS
1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
COURSE CONTENTS

Page | 36
No No
1. (Ch1) The foundations of Advertising
The world of advertising , advertising and marketing , advertising and communication
1. 2. (Ch1) The foundations of Advertising
Evolution of advertising , today’s challenges and opportunities , the advertising
planning process
3. (Ch 2 ) The Advertiser – Agency Partnership
The advertiser the visible partner, The advertising agency the invisible partner
2.
4. (Ch 2 ) The Advertiser – Agency Partnership
Forging the advertiser – Agency Partnership
5. (Ch 3 ) The Advertising Environment
The environment of advertising : advertising and economy
3.
6. (Ch 3)The Advertising Environment
Advertising and society, advertising and ethics
7. Case Study: 1
4.
8. Case Study :2
9. (Ch 4) Audience Analysis and Buying Behavior
Why its important to understand audiences,
5.
10. (Ch 4)Audience Analysis And Buying Behavior
Why people buy and how people buy, organizational buying behavior
11. (Ch 5) Segmentation, Targeting and Positioning
Segmentation identifying the parts of a market, Targeting in search of the ideal
6. audiences
12 (Ch 5) Segmentation, Targeting and Positioning
Positioning, moving into the audiences mind
13. (Ch 7) Objectives, Strategy and Plans
Guiding the advertising program, The marketing plan; Bringing it all together
7.
14. (Ch 7) Objectives, Strategy and Plans
The advertising plan, advertising budget paying for it all
MID TERM EXAMS
MID TERM BREAK
15. (Ch 9) Creativity, Creative Strategy and Copywriting
Creativity in advertising, creative strategy
8.
16. (Ch 9) Creativity, Creative Strategy and Copywriting
Copywriters and copywriting
17. (Ch 10) Art Direction
Breathing life into advertising
9.
18. (Ch 10) Art Direction
Designing print advertising , designing TV advertising
19. (Ch13) Media Objectives, Strategy and Planning
Defining media planning, developing media objectives
10.
20. (Ch13) Media Objectives, Strategy and Planning
Developing media strategy
21. (Ch 14) Print Media
Advertising in newspapers planning newspaper advertising
11.
22. (Ch 14) Print Media
Advertising in magazines, planning magazines advertising
23. (Ch15) Electronic Media
Advertising on television, planning television advertising
12.
24. (Ch15) Electronic Media
Advertising on radio, planning radio advertising
25. (Ch16) Direct Marketing and Out of Home Advertising
Direct marketing and execution
13.
26. (Ch 17) Sales Promotion
The partnership between sales promotion and advertising
14. 27. Presentations
Page | 37
28. Presentations
END TERM EXAMS
Course Title: Brand Management

Credit Hours: 3+0
Course Instructor:
Page | 38
PREREQUISITES:
As a marketing specialization course, prerequisite subjects are Principles of Marketing, Strategic
Marketing and preferably Management courses.
The main objective of this course is to give an idea of the application of marketing techniques to a specific
brand and brand line. Through this course study students will come to know that why brands are
important? What they represent to consumers? and what should be done by firms to manage them
properly. Furthermore this course study will also provide you a guideline that how brand equity can
provide marketers a valuable perspective and how brand equity represents the added value endowed to a
product by its unique elements. This course will also provide a comprehensive guideline about strategic
brand management and how to improve the long-term profitability of the brand. Through this course
students will be able to gain numerous practical insights about brand decisions and long term
sustainability.
1. Understanding brand architecture and its conceptual bridging with marketing concepts
2. Students should be able to demonstrate an ability to comprehend brand equity and its application
3. Developing Comprehensive understanding and ability to handle different brand equity
measurement methods
4. Demonstrating an ability to apply brand strategy and Be able to articulate brand strategy towards
branding actions
5. Be able to handle sustainable brand growth, considering brand ethical issues and measurement
6. The students should be capable of employing brand audit

Strategic Brand Management (Building, Measuring and Managing Brand Equity), ” By Kevin Lane
Keller, 4th Edition, Prentice Hall Inc.
REFERENCE BOOKS
Managing Brand Equity. Aaker, D. A. (2009). Free Press NewYork
Strategic Brand Management: Creating and Sustaining Brand Equity long Term Jean Noel
Kepferer- Auflage, London, 1997
Harvard Business Review Cases studies
Page | 39
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
COURSE CONTENTS

No No
1. ( Ch1) Opening Perspectives
Introduction To Brands and Brand Management
1.
2. ( Ch1) Opening Perspectives
Brand equity concept , Strategic Brand Management Process
3. ( Ch 2) Developing a Brand Strategy
Customer Based Brand Equity
2.
4. ( Ch 2) Developing a Brand Strategy
Identifying and establishing Brand Positioning, Brand Mantra
5. ( Ch3) Brand Resonance and Brand Value Chain
Building a Strong Brand : Four steps of brand building and Luxury Brands
3.
6. ( Ch3) Brand Resonance and Brand Value Chain
Brand Value Chain
7. ( Ch 4) Designing and Implementing Brand Marketing Programmes
Choosing Brand Elements To Build Brand Equity, Criteria for choosing brand elements
4.
8. ( Ch 4) Designing and Implementing Brand Marketing Programmes
Options and tactics for Brand Elements
9. ( Ch 5) Designing Marketing Programs to Build Brand Equity
Perspectives on Marketing and Product Strategy
5.
10. ( Ch 5) Designing Marketing Programs to Build Brand Equity
Pricing Strategy and Channel Strategy
11. Case Study:1
6.
12 Case Study: 2
13. ( Ch 6) Integrating Marketing Communications To Build Brand Equity

The New Media Environment , Four Major Marketing Communications
7.
14. ( Ch 6) Integrating Marketing Communications To Build Brand Equity
Brand Amplifiers and Developing Integrated Marketing Communication Programs
MID TERM EXAMS
MID TERM BREAK
15. ( Ch7) Leveraging Secondary Brand Knowledge To Build Brand Equity
Conceptualizing the leveraging concept, Company , Country of Origin and other
Geographic Areas, Place Branding, channel of distribution
8.
16. ( Ch7) Leveraging Secondary Brand Knowledge To Build Brand Equity
Conceptualizing the leveraging process, Co branding , Licensing and Celebrity Endorsement
events , person branding
Page | 40
17. ( Ch 8) Measuring and Interpreting Brand Performance
Developing A Brand Equity Measurement System, brand Audits
9.
18. ( Ch 8) Measuring and Interpreting Brand Performance
Establishing brand equity management system
19. ( Ch 9) Measuring Outcomes of Brand Equity: Capturing Customer Mind Set
Understanding brand engagement , Models of CBBE
10.
20. ( Ch10) Measuring Outcomes of Brand Equity: Capturing Market Performance
Holistic approaches
21. ( Ch11) Designing and Implementing Brand Architecture Strategies
Developing Brand Architecture Strategy
11.
22. ( Ch11) Designing And Implementing Brand Architecture Strategies
Corporate branding and Corporate Brand Personality
23. ( Ch 13) Managing Brands Over Time
Reinforcing Brands
12.
24. ( Ch 13) Managing Brands Over Time
Revitalizing Brands
25. ( Chapter 14) Managing Brands Over Geographical Boundaries and
Market Segments
Regional Market Segments , Advantages and Disadvantages of Global Marketing
Programmes
13.
26. ( Chapter 14) Managing Brands Over Geographical Boundaries and
Market Segments
Global Brand Strategy , Standardization verses Customization , Developing and
Developed Brands
27. Presentations
14.
28. Presentations
END TERM EXAMS
Page | 41
Course Title: New Product Development
Credit Hours: 3+0
Course Instructor:
PREREQUISITES:
As a marketing elective, this course focuses on detail and advanced knowledge regarding the different
phases of product development. To be able to comprehend this knowledge, prerequisite subjects are
Principles of Marketing, Strategic Marketing and preferably Entrepreneurship.
Course Objectives:
a. Gain a solid understanding of key new products development concepts and strategies.
b. Apply concepts and strategies to diverse products, services, and situations within the
organization and how to gain competitive advantage.
c. Develop strong new product or service ideas, strategies and communicate your
recommendations and rationale persuasively.
d. Evaluate and develop the new products or/and services.

a. Explain key planning and innovation as well as development concepts, and apply them to marketing.
b. Analyze factors affecting the competitive position of an organization, including the
opportunity identification, concept generation, concept/project evaluation, development
and launch.
c. Explain key elements of PIC (Product Innovation Charter).
d. Formulate and implement new products development in line with an organization's
competitive positioning.
Textbook
C.Merely Crawford ,New Product Development/Management (9th /11th Edition)
Reference Material
 Case Studies will be provided along with the course pack in advance.
 C.Merely Crawford (10th edition) New product management.
 Additional slides/handouts/information will also be shared in-class, as appropriate.
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
Page | 42
COURSE CONTENTS

# #
1. (Chapter 1) The Menu
Figure 1.2, 1.3, 1.4, 1.5
2.
 What’s special about this field?
1.  What is a new product?
 What about new service, Business to Business Products and International Products?
 Is New Products Management an Art or a Science?
 Careers in the field of New Products.
3. (Chapter 2) The New Products Process
4. Figure 2.1, 2.2, 2.3
 The basic new products process (5 phases)
2.  The concept life cycle
 What about new services? (4 scales of goods and services)
 Voice of Customers VOC
 Probe and learn and Lickety-stick.
5. (Chapter 3) Opportunity Identification and Selection
6. Figures 3.1, 3.4
 Why have strategic planning?
 A strategy for a ‘Company within a company’
3.
 New product strategy inputs
 The Product Innovation Charter (goals and objectives, special guidelines
Case Study: Kellogg page 75

7. (Chapter 4) Preparations and Alternatives
8. Figures 4.2, 4.3, 4.4, 4.5
 Setting
4.  Preparation
 The concept
 Important sources of readymade new product ideas
Case Study: toy industry (page 107)
9. Presentations on self made ideas for new product/products development with the help
5.
10. of topics studied till date.
11. (Chapter 5) Problem Based Ideation
12 Figure5.1
 The overall system of internal concept generation
6.  Gathering the problems
 Scenario analysis
 Solving the problems
Case: Earning Organizational Respect
13. Mega Quiz and questions and queries
7.
14.
MID TERM EXAMS
MID TERM BREAK
15. (Chapter 6) Analytical Attribute Approaches
16.  Understanding why customers buy a product?
8.  Gap analysis
 Perceptual gap maps based on attribute ratings (AR)
 Perceptual gap maps based on overall similarities (OS)
9. 17. (Chapter 8) The Concept Evaluation System
18. Figures 8.1, 8.2, 8.3, 8.6
 What’s going on in the New Product Process?
 The cumulative expenditures curve.
 Planning the evaluation system
Page | 43
 A-T-A-R Model
Case Study: Concept Development Corporation (Page 189)
19. (Chapter 9) Concept Testing
20.  Importance of Up-Front Evaluations
 PIC
 Market Analysis
10.  Initial reaction
 Concept testing and development
 What is a new product concept? Its purpose
Case Study: Nokia (page 215)
21. Final Presentations of the Project

11.
22.
23. (Chapter 12) Product Protocol
24. Figures 12.2, 12.3
 Settings and Review
12.  Purpose of protocol
 Protocol’s Specific Contents
 Protocol and voice of customer
25. (Chapter 14) Development Team Management

26.  What is a team?
13.  Building a team
 Managing a team
Case Study: Marko Products (page 341)
27. Mega Quiz and questions and queries
14.
28.
END TERM EXAMS
Page | 44
Course Title: Personal Selling
Credit Hours: 3+0
Course Instructor:
Prerequisites:
As a marketing elective, this course focuses in more detail on one key aspect of marketing and selling.
However, you must have an understanding of marketing mix and marketing principles and strategies.
Course Description:
Personal selling is an interpersonal communication process during which a seller uncovers and satisfies
the needs and wants of a buyer to the mutual, long-term benefit of both parties. In spite of the growth of
other forms of selling, face-to-face meetings and personal relationships between sellers and buyers are
more important than ever before. Research indicates that personal visits and personal contacts are still the
most effective approach for building committed relationship between a buyer and a seller. In this course,
you will learn about the field of selling, fundamental skills needed to be successful as a salesperson,
formal negotiation, and the role of selling in the total marketing process. This course looks at the different
aspects of the sales process. It looks at how deals are made, how they are negotiated and what aspects of
personal selling go into closing the sale.
Course Objectives:
The objective of this Course is to help the student develop his personal selling skills that will successfully
meet customer and employer needs. To provide a route to more satisfied customers, more successful
salespeople, and better long term business relationships.
 Describe what a salesperson does and the specific value he or she adds to an organization.
 Explain the basic steps in a typical sales process and their application to real business situations.
 Analyze a salesperson's techniques and articulate what he or she is doing well and what needs to
be improved.
 Define the role that sales plays in a marketing campaign.
 Understand and discuss the ethical issues faced by sales professionals.
 Explain how to conduct a successful sales call, including the role of verbal and non-verbal
communication.
 List the different types of sales presentations and the advantages of each.
 Describe the basic principles of organizing and managing a sales territory.
 Explain the importance of service and support in earning a customer's business.
Textbook:
 “Selling, Building Partnerships” by Waitz, Castleberry, Tanner (8th Edition)

Reference Material:
 “Fundamentals of Selling” by Charles Futrell

 Harvard Business Review Cases studies
Page | 45
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
COURSE CONTENTS

1.
1. Introduction to personal selling and Personal Selling in Pakistan
2.
3. Selling and Salespeople
 Why Learn about Personal Selling
 Creating Value: The Role of Salespeople in Business
 What Do Salespeople Do?
2.
4.  Types of Salespeople
 Characteristics of Successful Salespeople
 Rewards in Selling
 The Building Partnerships Model
5. Ethical and Legal Issues in Selling
 Ethics and Personal Selling
3.  Selling Ethics and Relationships
6.
 Legal Issues
 International Ethical and Legal Issue
7. Using Communication Principles to Build Relationships
 Building Relationships through Two-Way Communication
 Sending Verbal Messages Effectively
4.  Active Listening
8.
 Reading Nonverbal Messages from Customer
 Sending Messages with Nonverbal Communication
 Communicating via Technology
9. Adaptive Selling for Relationship Building
 Types of Presentations
 Adaptive Selling and Sales Success
5.  Knowledge Management
10.
The Social Style Matrix: A Training Program for Building Adaptive Selling
Skills
 Systems for Developing Adaptive
11. Prospecting
 The Importance of Prospecting
6.  Characteristics of a Good Prospect
12
 How and where to Obtain Prospects
 Lead Qualification and Management
Page | 46
13. Role play Case Studies
7.
14.
MID TERM EXAMS
15. Making the Sales Call
 Making a Good Impression
8.  Identifying the Prospect’s Needs: the Power of Asking
16.
 Offering Value: The Solution to the Buyer’s Needs
 Building Credibility during the Call
17. Responding to Objections
 The Goal Is to Build Relationships and Sell Value
 When Do Buyers Raise Objections?
 Common Objections
9.
18..  Behaviors of Successful Salespeople
 Effective Response Methods
 The Price Objection
 Dealing with Tough Customers
19. Obtaining Commitment
 Securing Commitment Today
 Financial Terms and Conditions
 When to Attempt to Obtain Commitment
10.  How to Successfully Obtain Commitment
20.
 Effective Methods
 If Commitment is Obtained
 If Commitment is not Obtained
 Bringing the Interview to Close
21 Formal Negotiating
 The Nature of Negotiation
11
22  Planning for the Negotiation Session
 The Negotiation Meeting
23 Building Partnering Relationships
 The Value of Customers
 Relationships and Selling
12.
24  Managing Relationships and Partnering
 Phases of Relationship Development
 Characteristics of Successful Relationships
25 Role play Case Studies
13.
26
27 Final Project Presentations
14.
28
END TERM EXAMS
Topic related exercises and assignments:
Throughout the term as we cover different topics and exercises related to personal selling and Selling
process. These exercises might include written assignments, online discussions, or outside activities and
case studies. Presentations and regular assignments ensure that the student gets value from this course.
Topics include techniques for effective speaking, persuasion, and listening.
Page | 47
(Supply Chain Management)
Page | 48
Course Title: Inventory Management
Course Code: SCM-485
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Students accepted for the BBA, MBA in Supply Chain Management (SCM) Program are eligible for
the course
Course Objectives:
On completion of the course the students will be able to carrying out the routine but vital
responsibilities of Inventory Management and handling major challenges facing to Supply Chain
Management.
Textbooks (or Course Materials) with Edition

 Text Book: Inventory Control and Management.
 Authors: Donald Waters, Latest Edition
Reference Materials
 Case studies
 Inventory Management road map
Generic Skills
The following generic skills are trained in the course

 Presentation skills
 Information retrieval
 Analytical skills
 Academic writing
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
Page | 49
COURSE CONTENTS
Week Lecture Topics to be Covered

No. No.
1. 1 Introduction to Stocks and Inventories
2 Introduction to Stocks and Inventories
3 Stocks within an Organization
2. 4 Stocks within an Organization
5 Economic Order Quantity
3. 6 Economic Order Quantity
7 Models for Known Demand
4. 8 Models for Known Demand
5. 9 Models for Uncertain Demand
10 Models for Uncertain Demand
6. 11 Case Study
12 Review
13 Revision
7. 14 Revision
MID TERM EXAMS
15 Sources of Information
8. 16 Sources of Information
17 Forecasting Demand
9. 18 Forecasting Demand
19 Planning and Stocks
10. 20 Planning and Stocks
21 Material Requirements Planning
11. 22 Material Requirements Planning
23 Material Requirements Planning
12. 24 Just-in-Time
25 Just-in-Time
13. 26 Just-in-Time
14 27 Case Study
28 Quiz/ Presentation
END TERM EXAMS
Page | 50
Course Title: Logistics Management
Credit Hours: 3+0
Course Instructor:
PREREQUISITES:
 Students should be specialized in Logistics Management & Strategy that support the need to
disseminate knowledge and understanding of logistics in an easy to read way.
 It describe the way that materials move into organization from suppliers, through the
operation with in organization and then out to the customers.
 Brought view of logistics looking at every kind of organization & moving every kind
of material.
 Understanding about increasing strategic importance of logistics.
 Understand the structure of supply chains and the different ways through which supply chains can
become competitive in the market.
 Explain how to use the levers of the logistics strategy to redefine the points necessary to make this
harmonization.
 Analyze the importance of the term “value creation” and to propose actions in the field of
management of logistics costs towards the creation of value.
 Distinguish the forces shaping international logistics in a global market.
 Assess accurately the risks occurred due to loss of focus on the satisfaction of end-customer demand.
 Produce and combine effectively the options available for managing inventory and orders per case.
PROVISION OF SOFT SKILLS
 Ability to communicate effectively through presentation, email, and team discussion

 Ability to logically organize thoughts
 Time management
 Ability to present oneself to confidence
 Logistics Management, Donald Waters & Logistics Management.

 Strategy, 3rd edition, Alan Harrison and Remko Van Hoek.
REFERENCE BOOKS
 Lean Supply Chain & Logistics Management by Paul Myerson
Page | 51
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 3
Assignements(s) 3
Presentations 3
Case Discussion 3
Lab Work/Practical Project 5
Any Other
Total 20 20
Grand Total 100
COURSE CONTENTS

# #
1. Introduction of logistics, The supply chain, Activities of Logistics
1.
2. Aims of Logistics, Importance of Logistics, Case Study
3. Progress in logistics, Current trends in logistics, Integrating logistics
2. within organization
4. Competing Through Logistic
5. Integration along the supply chain
3.
6. Achieving integration
7. logistic strategy, strategic decision
4.
8. Designing a logistic strategy, Case Study
9. Implementing the strategy
5.
10. Implementing the strategy
11. Transport
6.
12 Transport
13. Review
7.
14. Quiz & Presentation
MID TERM EXAMS
MID TERM BREAK
15. Measuring and improving performance
8.
16. Measuring and improving performance
17. Controlling material flow time
9.
18. Controlling material flow time, Case Study
19. Warehousing and Material Handling
10.
20. Warehousing and Material Handling
21. Procurement
11.
22. Procurement
23. Inventory Management
12.
24. Inventory Management
25. Global Logistics
13.
26. Global Logistics
27. Review
14.
END TERM EXAMS
Page | 52
Course Title: Introduction to Supply Chain Management
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Students should be specialized in Strategy Planning & Operations aspects.
Course Objectives:
 To cover high level supply chain strategy & concepts..
 Strategic role of the supply chain.
 Key strategic drivers of supply chain performance.
 Analytic methodologies for supply chain analysis.
Learning Outcomes:

 Supply Chain Management, 4th edition, Sunil Chopra.
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
Page | 53
COURSE CONTENTS

# #
1. What is supply chain, Objective of supply chain
1.
2. Importance of supply chain, Decision phases in supply chain
3. Process view of supply chain
2.
4. Supply chain macro process in a firm, case study
5. Competitive & Supply chain strategic, Achieving strategic fit
3.
6. How strategic fit achieved
7. How strategic fit achieved & obstacles to achieving strategic fit
4.
9. Drivers of supply chain performance & Facilities
5.
10. Inventory and transportation
11. Information and sourcing
6.
12 Pricing
13. Review
7.
14. Quiz and presentation
MID TERM EXAMS
MID TERM BREAK
15. Role of distribution in Supply chain, Factors influencing distribution
8. network
16. Design option for a distribution network
17. Design option for a distribution network
9.
18. E-business and the distribution network & impact of e-business on cost
19. The role of transportation in supply chain & modes of transportation
10.
20. Modes of transportation & Case Study
21. Design option for a transportation network & trade-off in transportation design
11.
22. Tailored transportation and role of IT in Transportation
23. Planning Supply & Demand in Supply chain
12.
24. Planning Supply & Demand in Supply chain & Case study
25. Information technology in supply chain
13.
26. Information technology in supply chain
27. Review
14.
END TERM EXAMS
Page | 54
Course Title: Procurement
Credit Hours: 3+0
Course Instructor:
PREREQUISITES:
 Students should be specialized in Purchasing objectives & development key procurement

issues & applications.
 Gain knowledge on the basics of purchasing and procurement

 Scope of purchasing activity & its evaluation, relevant strategic issues.
 Learn about basic risk management and mitigation strategies related to purchases
 Key purchasing variables of quality, inventory, lead time, sourcing, price &
negotiation.
 Important purchasing activities.
 Obtain the knowledge to conduct a competitive solicitation, evaluate bids and award
a contract
 Contract Management & performance measurement.
 Apply critical thinking to procurement processes
 Gain knowledge about the approach to engaging contract managers and handing off
contracts for contract monitoring
 Steps to negotiate with a contractor
 Apply policies for direct-buy, competitive, sole source and emergency procurement
 Examine the key processes of procurement management in order to excess their roles in
business system.
 Apply the knowledge of procurement to make appropriate procurement decision in different
business situation.
 Recommend sourcing strategies and select supplier evaluation system.
PROVISION OF SOFT SKILLS
 Ability to communicate effectively through presentation, email, and team discussion

 Ability to logically organize thoughts
 Time management
 Ability to present oneself to confidence

 “The Procurement and Supply Manager’s Desk Reference”
By Fred B. Sollish, C.P.M, John Semanik, C.P.M.
REFERENCE BOOKS
 “Handbook of Procurement”
Page | 55
By Nicola Dimitri, Gustavo Piga & Giancarlo Spagnolo
S.NO Items Marks

1. Mid Term Exam 30
2. End Term Exam 50
Quiz(s) 3
Assignements(s) 3
Presentations 3
Case Discussion 3
Lab Work/Practical Project 5
Any Other
Total 20 20
Grand Total 100
COURSE CONTENT
Week # Lecture TOPICS TO BE COVERED

#
1. PROCUREMENT AND BEST BUSINESS PRACTICES
Understanding Procurement & Conveying Requirements.
1.
2. Finding Innovative Methods and Exploring & Creating Strategic Plans
and Tactics.
3. Alternatives & Internal Cost-Related Analysis Tools & Keeping Supplier
Information. & Case study.
2.
4. SOURCING MANAGEMENT
Establishing, Creating and Organizing Requirements.
5. Locating and Developing Sources of Supply & Types of Competition.
3. 6. Managing Sourcing Data, Types of Sourcing, Maintaining Sourcing Lists
& Case Study.
7. QUALITY
(What is Quality? Performance quality & conformance quality, Quality
4. assurance
& quality control).
8. Managing Quality Performance.
9. Ensuring Quality Performance & Case study.
5. 10. CONTRACT ADMINISTRATION
Contract Essentials.
11. Contracts for Legal Requirements Aligning
6. 12 Reviewing Contracts and Practices with Policy Maintaining Procurement
Documents and Records & Case study.
13. Review
7.
MID TERM EXAMS
MID TERM BREAK
8. 15. ADMINISTERING CONTRACTS FOR OPTIMUM
Page | 56
SUPPLIER PERFORMANCE
Managing Contract Compliance
16. Tracking and Expediting Deliveries & Handling Supplier-Related
Deviations & Case study.
17. NEGOTIATIONS.
Assessing the Negotiating Environment
9.
18. Gathering Information and Analysis, Preparing for the Negotiation,
Conducting the Negotiation & Case study.
19. LEVERAGING COMPUTER SYSTEMS.
Using Basic Information Technology Processes
10.
20. Using Software for Procurement
Sourcing Supply Management Tools & Case study.
21. STRATEGIC PLANNING FOR PROCUREMENT
Developing Demand- and Forecast-Based Procurement Strategies
11.
22. Planning Procurement Requirements
Conducting Market Analysis
23. THE PROCUREMENT ORGANIZATION
Planning Procurement Strategies and Objectives
12. Developing Departmental Goals and Objectives & Case study.
24. Formulating Operational Policies and Procedures
Evaluating Procurement Department Performance
25. HUMAN RESOURCES FOR PROCUREMENT.
Leading the Supply Management Team.
13. Recruiting, Hiring, Promoting, and Terminating Employees
26. Training for Professional Competence
Job Performance
27. Review
14.
END TERM EXAMS
Page | 57
(Entrepreneurship)
Page | 58
Course Title: Entrepreneurial Finance
Course Code:ENTR-482
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Course Objectives:
To understand and handle your own and corporate business this course will equip the students with
appropriate subject knowledge and practical skills for managing business investments and Marketing,
fundraising for startups.
A thorough emphasize on writing business plan and developing the idea into a proto type project and
eventually a startup will provide a sound platform for a successful business which will contribute and
boost economic activity in Pakistan
Learning Outcomes:

Entrepreneurial Finance by J. Chris Leach, Ronald W. Melicher
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
Page | 59
COURSE CONTENTS

1. (CH 1) Nature and Importance of Entrepreneurship , Entrepreneurial
1. Mindset and research
2. (CH 1) Venture life cycle
3. (CH 2) Idea to the business plan
2.
4. (CH 2) Idea to the business plan
5. (CH 3) Organizing and Financing a new Business
3.
6. (CH 3) Organizing and Financing a new Business
7. (CH 4) Measuring Financial performance
4.
8. (CH 4) Measuring Financial performance
9. (CH 5) Evaluating financial performance
5.
10. (CH 5) Evaluating financial performance
11. (CH 6) financial planning Short term
6.
12 (CH 6) financial planning Long term
13. (Case Study)
7.
14. (Case Study)
. MID TERM EXAMS
. MID TERM BREAK
19. (CH 8) Securities for obtaining venture capital
8.
20. (CH 8) Law for obtaining venture capital
21. (CH 9) Valuing early stage venture
9. 22. (CH 9) Valuing early stage venture
23. (CH 10) Venture valuation Methods
10.
24. (CH 10) Venture valuation Methods
25. (CH 11) Other financing alternatives (Case study)
11.
26. (CH 11) Other financing alternatives (Case study)
27. (CH 12) Security strictures and determining Value
12.
28. (CH 12) Security strictures and determining Value
29. (CH 13) Exit and turnaround Strategies
13.
30. (CH 13) Exit and turnaround Strategies
14. Final project presentations
.
Page | 60
Course Title: Entrepreneurial Marketing
Course Code: ENTR-483
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Course Objectives:
This course will equip the students with appropriate subject knowledge and practical skills for managing
business investments and marketing, to analyses different marketing strategies for startups. A thorough
emphasize on writing marketing plan and developing the idea into a proto type project and eventually a
startup will provide a sound platform for a successful business which will contribute and boost economic
activity in Pakistan.

Marketing for Entrepreneurs: Concepts and Applications for New Ventures (2012), Frederick Crane.
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
COURSE CONTENTS
Page | 61
1. (CH 1) Introduction to Entrepreneurship, Nature and Importance of
1. Entrepreneurship
2. (CH 1) Introduction to Marketing for the Entrepreneur
3. (CH 2) Finding and Evaluating Entrepreneurial Opportunities
2.
4. (CH 2) Finding and Evaluating Entrepreneurial Opportunities
5. (CH 3) Segmentation/ Positioning/Differential Advantage
3.
6. (CH 3) Segmentation/ Positioning/Differential Advantage
7. Case study
4.
8. Case study
9. (CH 4) Developing Products and Services
5.
10. (CH 4) Developing Products and Services
11. (CH 5) Building and Sustaining a Brand
6.
12 (CH 5) Building and Sustaining a Brand
13. (CH 6) Entrepreneurial Pricing
7.
14. (CH 6) Entrepreneurial Pricing
. MID TERM EXAMS
. MID TERM BREAK
19. (CH 8) Developing Effective Distribution Strategies
8.
20. (CH 8) Developing Effective Distribution Strategies
21. (CH 9) Developing and Presenting Marketing Plans
9. 22. (CH 9) Developing and Presenting Marketing Plans
23. (CH 10) Personal Selling for the Entrepreneur
10.
24. (CH 10) Personal Selling for the Entrepreneur
25. (CH 11) Media for the Entrepreneur (Case study)
11.
26. (CH 12) Media for the Entrepreneur (Case study)
27. (CH 13) Franchising for the Entrepreneur
12.
28. (CH 13) Franchising for the Entrepreneur
29. (CH 14) Sustainability for the Entrepreneur
13.
30. (CH 14) Sustainability for the Entrepreneur
Page | 62
Course Title: Social Entrepreneurship
Course Code: ENTR-484
Credit Hours: 3+0
Course Instructor:
Prerequisites:
Course Objectives:
To understand and handle your own and corporate business this course will equip the students with
appropriate subject knowledge and skills for identifying social business opportunity, managing business
investments and Marketing, fundraising for startups.
A thorough emphasize on writing business plan and developing the idea into a proto type project and
eventually a startup will provide a sound platform for a successful business which will contribute and
boost economic activity in Pakistan.
Bornstein, D. and Davis, S., Social Entrepreneurship: What Everyone Needs to Know (Oxford, Oxford
University Press, 2010)
SNR ITEMS MARKS

1 Mid Term Exam 30
2 End Term Exam 50
Quiz(s)
Assignements(s)
Class Participation
Présentations
Case Discussion
Any Other
Total 20 20
GRAND TOTAL 100
COURSE CONTENTS
Page | 63
1. (CH 1) Introduction to social entrepreneurs
1.
2. (CH 1) Introduction to social entrepreneurship: The journey ahead
3. (CH 2) Creating social change: The social value proposition and identifying
a social business opportunity
2.
4. (CH 2) Creating social change: The social value proposition and identifying
a social business opportunity
5. (CH 3) Understanding poverty: The Millennium Development Goals
3.
6. (CH 3) Understanding poverty: The Millennium Development Goals
7. (CH 4) Human-Centered Design: Partnering with the targeted community to
address social problems
4.
8. (CH 4) Human-Centered Design: Partnering with the targeted community to
address social problems
9. (CH 5) Developing a theory of change: Starting with the social impact
5.
10. (CH 5) Developing a theory of change: Starting with the social impact
11. (CH 6) Envisioning an innovative society: The role of social innovation
6.
12 (CH 6) Envisioning an innovative society: The role of social innovation
13. Case Study
7.
14. Case Study
. MID TERM EXAMS
. MID TERM BREAK
19. (CH 7) The business model: Creating a social business model
8.
20. (CH 7) The business model: Creating a social business model
21. (CH 8) Funding social ventures: Strategies for success
9. 22. (CH 8) Funding social ventures: Strategies for success
23. (CH 9) The driving force behind social entrepreneurship: Measurement and
scaling social impact
10.
24. (CH 9) The driving force behind social entrepreneurship: Measurement and
scaling social impact
25. (Case Study)
11.
26. (Case Study)
27. (CH 10) The future: Reflection
12.
28. (CH 10) The future: Reflection
29. (CH 10) The future: Shared experiences
13.
30. (CH 10) The future: Shared experiences
14 Final project presentations
. End term examination
Page | 64
Research Report
(BBA-FYP)
Standard Operating Procedure (SOP) for BBA Research Project

Page | 65
BBA research project is mandatory for degree requirement at National University of Modern Languages.
It worth’s 06 Credits hours in total.
Policies for BBA Research Project
1. Registration of Student
a. Eligibility
The pre-requisite incudes full completion of sixth semester. Students with one course deficient can avail
this opportunity only subject to the formal approval from the HOD. Students with more than one course
deficient will not be catered.
b. Allotment of Supervisor
A group of 2-3 students will be displayed by Program Coordinator after formal approval of the HOD and
Dean.
c. Research Project Option

By analyzing the industries dynamic, student are supposed to opt any one of the following option for their
FYP.
i. Business plan
ii. Business Consultancy Report
iii. Business Research Paper
d. Supervisor Consent and meeting record

Students must submit their supervisor consent form and finalized topic to program - coordinator with in
the first two weeks of displaying the final list (Annexure-FYP-1).
After that students are meant to complete their FYP under the guidance of supervisor. Minimum criteria
of meeting between supervisor and supervisee is established on five meetings (Annexure-FYP-2) which
will be submitted to program coordinator at the completion of project duly signed by supervisor and
supervisee.
2. Research Report Contents

Content of Research Report includes Business Plan, Business Consultancy Report and Business Research
Report as mentioned in Annexure -FYP-3
3. Time Frame
Students must complete their FYP in 8 th semester, before the start of final term examination. In case
student is interested to avail an extension in the submission of FYP, only HOD and DEAN can take the
final decision, by considering the recommendations of program coordinators.
Page | 66
4. Evaluation
For the evaluation of student’s group wise presentation, a list will be displayed on notice board. Within a
week of receiving this notice, all groups must submit three spiral copies of FYP and will deliver the
presentation in front of academic committee which comprises of
i. HoD
ii. Program Coordinator
iii. Supervisor
iv. 3 Panel Members
The presence of committee members is mandatory for business project presentation. For this, students
FYP is evaluated according to the predetermined criteria and weightage (Annexure FYP-4). Maximum
marks are 200 for FYP. Committee members will finalized the Business Research Report grade by a
majority vote. The form FYP-5, showing the final result must be signed by all members of the
committee. For further proceeding it will be submitted to the BBA Program manager.
5. Submission of Hard Copy

Within the 10 days of provisional result announcement, student has to prepare their binded copies and get
it signed by the Head of Department and supervisor. For the final submission, approved version of FYP
will be submitted to the student support office.
Page | 67
BUSINESS PLAN
(ORGANIZATION NAME)
Ali A. Rehman
Submitted in partial fulfillment of the requirements for the degree

of Master / Bachelor of Business Administration
at
National University of Modern Languages

Islamabad, Pakistan
December 2008
Page | 68
NATIONAL UNIVERSITY OF MODERN LANGUAGES
Faculty of Management Sciences
It is hereby certified that the Business Plan has been thoroughly and carefully read and
recommended to the Faculty of Management Sciences for acceptance of Final Report. by Ali
A. Rehman (Student Name), Roll No.________________, Session (Jan 2007 to Dec 2008) Mor / Eve,
in partial fulfillment of the requirements for the degree of Master / Bachelor of Business
Administration of National University of Modern Languages Islamabad.
Dated: Dec 15, 2008
Supervisor Name
Supervisor Signature
Panel Member Name
Panel Member Signature
Program Coordinator:
Head of Department:
Page | 69
Table of Contents
Table of Contents…………………………………
Page | 70
1. Executive Summary
 Be written last, but should be come at first place.
Content of Executive Summary
 Business opportunity and vision

 The market and projection
 The comparative advantage
 Management Team
 The offering
2. Business Introduction
 Mission statement (business purpose)
 Company vision (statement about company growth)
 Business goals and objectives
 Brief history of the business
 List of key company principals
 Stake Holder of your business.
3. The Company (Form of a company)
 Legal status of company
4. The Industry
 Industry Structure
 Industry Trend
5. Market Analysis and Marketing Plan
 Market Size
 Identify your target market
 Provide a general profile of your targeted clients
 Describe what share of the market you currently have and/or anticipate
 Competition
 Describe your channels of distribution
 Explain your sales strategy, specific to pricing, promotion, products and place (4Ps)
6. Operational Plan
7. Description of Products and Services
 Specifically describe all of your products and services
 Explain how your products and services are competitive
 If applicable, reference a picture or brochure of your products, which would be included in
the plan’s appendix
 Product development stages
 Manufacturing plan
 Maintenance and support
8. Organization & Management
 Organization chart
 Provide a brief bio description of key managers within the company
 Advisory Board, if applicable
 Board of Directors, if applicable
Page | 71
9. Financial Management
New Business (Assumptions)
 Estimate of start-up costs

 Projected balance sheet (1 year forward)
 Projected income statement (1 year forward)
 Projected cash flow statement (12 months forward)
Existing Business
 Balance sheets (last 3 years)

 Income statements (last 3 years)
 Cash flow statement (12 months)
If Applying for a Loan
 Current personal financial statement on each principal

 Federal tax return for prior year
10. Appendices
 Company brochures
 Resumes of key employees
 List of business equipment
 Copies of press articles and advertisements (if available)
 Pictures of your business location and products (optional)
 Information supporting the growth of your industry and/or products (optional)
 Key business agreements, such as lease, contracts, etc. (optional)
Page | 72
Report Format
The report should have the following format.
 One (1) inch margin on all sides of the paper
 Double line spacing
 Typeface in 12 point Times New Roman Style
 Topic Heading 14 points Time New Roman Style
 Page numbers at center bottom of the page
Navy Blue color for BBA and Dark Green Color for MBA Executive & BBS for hard
binding with silver monogram and text on outer title.
Report Must Include

 Title Page
 Certificate of Acceptance
 Table of Content
 Text report
 References if any
 Appendices
 Supporting material (Letter of Completion of Internship from the organization)
 Internee Evaluation Performa filled by the organization
Report Must Include

Report and comprehensive viva voice
NOTE: - Student must submit three copy of rough draft to coordinator in spiral
bonding for final presentation.
Student must submit final approved Hard Copy, one for department and one for
himself/herself.
Page | 73
FORMAT FOR PREPARATION OF BUSINESS RESEARCH REPORT
1. ARRANGEMENT OF CONTENTS:
The sequence in which the project report material should be arranged and bound should be as
follows:
1. Cover Page & Title Page

2. Bonafide Certificate
3. Candidate Declaration Form
3. Abstract
4. Table of Contents
5. List of Tables
6. List of Figures
7. List of Symbols, Abbreviations and Nomenclature
8. Chapters
9. Appendices
10. References
The table and figures shall be introduced in the appropriate places.
2. PAGE DIMENSION AND BINDING SPECIFICATIONS:
The dimension of the project report should be in A4 size. The project report should be bound
using flexible cover of the thick white art paper. The cover should be printed in black letters
and the text for printing should be identical.
Page | 74
A typical Specimen of Cover Page & Title Page

TITLE OF BUSINESS RESEARCH REPORT
<1.5 line spacing>
A BUSINESS RESEARCH REPORT


Submitted by
<Italic>
NAME OF THE CANDIDATE(S)


Submitted in partial fulfillment for the award of the degree of

<1.5 line spacing><Italic>
NAME OF THE DEGREE


In MANAGEMENT SCIENCES (14 font, bold)
To
FACULTY OF MANAGEMENT SCIENCES

(Subject or name of the Program in which you are registered)
(Note: Please put the above in parentheses, and do not put Faculty, Department)
National University of Modern Languages

Islamabad, Pakistan
<1.5 line spacing>
MONTH & YEAR


Page | 75
BONAFIDE CERTIFICATE
The undersigned certify that they have read the following research report, examined the defence, are satisfied with the
overall exam performance, and recommend the report to the Faculty of Management Sciences
Research Report Title:
Submitted By: _____________________________________ Registration #: __________________

Name of Student
_____________________________________________________
Degree Name in Full (e.g. Bachelor of Business Administration)
___________________________________
Name of Discipline
______________________________ ______________________________
Name of Supervisor Signature of Supervisor
______________________________ ______________________________
Name of Head (MS) Signature of Head (MS)
Page | 76
CANDIDATE DECLARATION FORM
(Declaration Form to be filled in by Candidate at the time of Submission of Thesis to the Supervisor for Internal and External
Evaluation. Follow this pattern strictly, and also let the dotted lines appear on the page)
I _______________________________________________
Daughter/ Son of _______________________________________
Registration # ________________________________
Discipline _________________________________
Candidate of ______________________________ at the National University of
Modern Languages do hereby declare that the thesis (Title) ________________________
submitted by me in partial fulfillment of MPhil/ PhD degree, is my original work, and has not been submitted or published
earlier. I also solemnly declare that it shall not, in future, be submitted by me for obtaining any other degree from this or any
other university or institution.
I also understand that if evidence of plagiarism is found in my thesis/dissertation at any stage, even after
the award of a degree, the work may be cancelled and the degree revoked.
______________________________
______________ Signature of Candidate
Date
______________________________
Name of Candidate
Page | 77
Abstract – Abstract should be one page synopsis of the project report typed double line spacing,
Font Style Times New Roman and Font Size 14.
Table of Contents – The table of contents should list all material following it as well as any material
which precedes it. The title page and Bonafide Certificate will not find a place among the items
listed in the Table of Contents but the page numbers of which are in lower case Roman letters. One and
a half spacing should be adopted for typing the matter under this head. A specimen copy of the Table of
Contents of the project report is given in Appendix 1.
List of Tables – The list should use exactly the same captions as they appear above the tables in the
text. One and a half spacing should be adopted for typing the matter under this head.
List of Figures – The list should use exactly the same captions as they appear below the figures in
the text. One and a half spacing should be adopted for typing the matter under this head.
List of Symbols, Abbreviations a n d Nomenclature – One and a half spacing should be adopted or
typing the matter under this head. Standard symbols, abbreviations etc. should be used.
Chapters – The chapters may be broadly divided into 3 parts (i) Introductory c h a p t e r , (ii) Chapters
developing the main theme of the project work (iii) and Conclusion.
The main text will be divided into several chapters and each chapter may be further divided into
several divisions and sub-divisions.
 Each chapter should be given an appropriate title.

 Tables and figures in a chapter should be placed in the immediate vicinity of the reference
where they are cited.
 Footnotes should be used sparingly. They should be typed single space and placed directly
underneath in the very same page, which refers to the material they annotate.
Appendices – Appendices are provided to give supplementary information, which is included

in the main text may serve as a distraction and cloud the central theme.
 Appendices should be numbered using Arabic numerals, e.g. Appendix 1, Appendix 2, etc.
 Appendices, Tables and References appearing in appendices should be numbered and referred to at
appropriate places just as in the case of chapters.
 Appendices shall carry the title of the work reported and the same title shall be made in the
contents page also.
List of References –The listing of references should be typed 4 spaces below the heading
“REFERENCES” in alphabetical order in single spacing left – justified. The reference material
should be listed in the alphabetical order of the first author. The name of the author/authors
should be immediately followed by the year and other details.
A typical illustrative list given below relates to the citation example quoted above.
Page | 78
REFERENCES
1. Ariponnammal, S. and Natarajan, S. (1994) ‘Transport Phonomena of Sm Sel – X Asx’, Pramana

– Journal of Physics Vol.42, No.1, pp.421 -425.
2. Barnard, R.W. and Kellogg, C. (1980) ‘Applications of Convolution Operators to Problems in

Univalent Function Theory’, Michigan Mach, J., Vol.27, pp.8 1–94.
3. Shin, K.G. and Mckay, N.D. (1984) ‘Open Loop Minimum Time Control of Mechanical
Manipulations and its Applications’, Proc.Amer.Contr.Conf., San Diego, CA, pp. 1231-1236.
3.10.1 Table and figures - By the word Table, is meant tabulated numerical data i n the body of the project
report as well as in the appendices. All other non-verbal materials used in the body of the project
work and appendices such as charts, graphs, maps, photographs and diagrams may be
designated as figures.
4. TYPING INSTRUCTIONS:
The impression on the typed copies should be black in color.
One and a half spacing should be used for typing the general text. The general text shall be typed in the
Font style ‘Times New Roman’ and Font size 14.
*****
Page | 79
Annexure
Page | 80
Page | 81
Dated: - ________
SUPERVISOR CONSENT FORM
BBA (Honors)
1. Name: -------------------------------------------------------
Reg. No: ----------------------------------------------------
2. Name: -------------------------------------------------------
Reg. No: ----------------------------------------------------
Research Report Title: ________________________________________________________
______________________________________________________________________________
E-mail Address (Student): ----------------------------------------------------------------------------------
Contact Number (Student): --------------------------------------------------------------------------------
Supervisor Name: ---------------------------------------------------------------------------------------------
Date Received: _________________ Program Coordinator: ________________________
Page | 82
FACULTYOF MANAGEMENT SCIENCES
EVALUATION PROFORMA
BBA (Honors) Research Report
Name:___________________________ Name: Mr. _______________________
Reg. No. Reg. No.
Title: Business Plan : ____________________________________________________________

Panel Member Name:
Please rate the presentation of the business plan first on each of the eight content areas listed in Part I below, and
then rate the presentation itself in Part II. In Part III, please give the presentation an overall rating from 0 to 100.
Your written comments are very much appreciated and will be shared with the team.
Part I. Coverage of Key Components (please rate each area below on a 5- point scale where 1 =
poor, 5 = excellent)
a) Is there a real opportunity? (forces creating opportunity, prove of a market need, unmet market
need) __________
b) Is there an interesting business concept? (an innovative idea that could be implement)
__________
c) Is there a clearly defined market? (definition, size, market potential, target audience, purchase
decision process) __________
d) Do operations make sense? (how product or service will be produced/delivered/supported,
logistics, staffing) __________
e) Do they know how to make a sale? (marketing, advertising, branding, promotion, selling,
distribution) __________
f) Is it clear how money will be made? (margins, volumes cost structure, revenue drivers)
__________
g) Are the financial statements believable? (projected cash flow, income statement, balance sheet)
__________
h) Do they know how much money they really need to start? (amount, From where, how to get it,
how financiers will get their return) __________
Part II. Professional Assessment of Oral Presentation (again, please rate each area below on a 5-
point scale where 1 = poor, 5 = excellent)
a) Ability to capture audience attention __________
b) Power point or other audiovisuals __________
c) Mastery of facts and material related to venture __________
d) Professionalism of the presentation __________
e) Handling of questions __________
Part III. Separate Overall Recommended Score (out of 200 where 200= Outstanding, I want to invest!)
__________
Written Comments on the Presentation of the Venture (Continue on reverse side if you need more
space):
Panel Member Signature_______________
Page | 83
FACULTYOF MANAGEMENT SCIENCES
Dated:
CUMMULATIVE REULT PROFORMA FOR THE VIVA VOICE

BBA (Honors) Research Report
Name: Name:
Reg. No. Reg. No.
Name:
Reg. No.
Program: BBA (Honors)
Title: Business Plan
□ Approved without changes
□ Approved with changes
□ Not Approved (Give reasons)
Evaluation Marks (200) %age
Examination committee
1. Malik Mazhar Hussain Program Coordinator: __________________
_________________
Dr. Nadeem Talib
Head of Program
Page | 84

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HAND BOOK

FOR BBA STUDENTS

DEPARTMENT OF MANAGEMENT SCIENCES

To establish as a world-class business school acclaiming distinction for research based,

Program Learning Outcomes

 display effective communication skills to achieve desired targets

 Articulate leadership skills by indulging into various activities.

 Appreciate regional and global business related issues.

Page iii of 188

 Appreciate regional and global

HEC Minimum Criteria for BBA.........................................................................................................................7

Specialization Courses (Finance)........................................................................................................................13

Specialization Courses (HR)................................................................................................................................26

Specialization Courses (Marketing)....................................................................................................................36

Specialization Courses (Supply Chain Management)........................................................................................49

Specialization Courses (Entrpreneurship).........................................................................................................59

Research Report (BBA-FYP)..............................................................................................................................66

 Selection is based on marks obtained in entry test conducted by department.

ii. Aptitude Test

a. Matriculation / 'O' Levels certificate with transcript / marks sheet

iv. List of Successful Candidates

LAYOUT FOR BBA (4-YEAR, 8-SEMESTER PROGRAMME)

S.No Semester 1 Category S.No Semester 2 Category

S.No Semester 3 Category S.No Semester 4 Category

S.No Semester 5 Category S.No Semester 6 Category

S.No Semester 7 Category S.No Semester 8 Category

Course Code Courses Cr Hrs

INTENDED COURSE LEARNING OUTCOMES

ASSESSMENT INSTRUMENT WITH WEIGHTS

INTENDED COURSE LEARNING OUTCOMES

After successful completion of this course, students will be able to

RECOMMENDED TEXT BOOK

S.NO Items Marks

Course Title: Introduction to Accounting

The objective of the course is to provide an introductory knowledge of accounting to first-Semester

INTENDED COURSE LEARNING OUTCOMES

By successfully completing this course, students will be able to:

ASSESSMENT INSTRUMENT WITH WEIGHTS

S.NO Items Marks

Week # Lecture # TOPICS TO BE COVERED

1. 2. Accounting Information. Types of Accounting Information. Role of Accounting

INTENDED COURSE LEARNING OUTCOMES:

S.NO Items Marks

Week Lecture TOPICS TO BE COVERED

INTENDED COURSE LEARNING OUTCOMES:

Upon successful completion of this course, students will be able to:

 Demonstrate an understanding of business concepts as a foundation for studying other

RECOMMENDED TEXT BOOK:

ASSESSMENT INSTRUMENT WITH WEIGHTS:

S.NO Items Marks

Week # Lecture # TOPICS TO BE COVERED

INTENDED COURSE LEARNING OUTCOMES:

PROVISION OF SOFT SKILL:

RECOMMENDED TEXT BOOK:

ASSESSMENT INSTRUMENT WITH WEIGHTS:

END TERM EXAMS

Prerequisites: Fundamentals of Accounting.

Key learning Outcomes:

Reference Books and Materials: