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Institute of Management Sciences

University of Lucknow

National Education Policy-2020

Course Structure & Syllabus
B.B.A.
(Bachelor of Business Administration)

(To be effective from the session 2024-2025)

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Vision
"To be a pioneering hub of innovation and learning in
management sciences, recognized globally for producing
adept leaders who drive positive change and sustainable
development."

Mission
"To foster excellence in management education,
research, and practice, empowering students to become
visionary leaders equipped with knowledge, skills, and
ethics for global impact."

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PROGRAMME OBJECTIVE

The aim of the Programme is to build knowledge and understanding business among the
student. The Programme seeks to give detailed knowledge about the subject matter by instilling
them basic ideas about business operations and decision making. The Programme aims at
making a conceptual orientation and equip the students with the business skills as well as
prepare them for management applications. This Programme provide an understanding of the
tasks and functions of management and to acquaint the Participants with the developments in
concept, Theories and practices in the overall field of management.

PROGRAMME OUTCOMES

At the end of this Programme, students should be able to:

● Ensure and understand professional augmentation taking place in the global as well as
domestic business arena.

● To reduce the gap between industry and academia, with the right blend of theory and
practice.

● To nurture their talent for becoming good leaders and assets for an organization.

● To gain an in-depth knowledge and analytical skills which will enable students to
effectively and efficiently carry out various Trade and Marketing operations of an
organization in the emerging globalized environment.

● Develop Critical attitude necessary for “life-long learning” through this Programme.

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Framework for BBA (NEP), Institute of Management Sciences- University of Lucknow

Year

Total
Semester Course Credits Course Credits Course Credits CC/VC Credits Credits Award

Principles of Financial
P1 4 P3 Accounting 4 Computer &IT
Management
Applications
Semester-1 Business P5 -I 2 CC1 2 20
1 P2 Business Statistics 4 P4 4
Communication
Cost &
Organizational Management
P6 Behaviour 4 P8 4 Certificate
Accounting P10 Indian
20
Semester-2 Managerial Business Constitution 2 VC1 2
P7 Economics 4 P9 Environment 4
Financial Marketing
P11 Management 4 P13 Management 4 Computer &IT
P15 Applications
P12 Operations Human Resource CC2 2
Semester-3 - II 2 20
Management 4 P14 Management 4
2 Customer
E-Commerce Relationship
P16 4 P18 4
Management
Foreign Language Diploma
Semester-4 Logistic & Supply Industrial P20 (French/German) 2 2 20
Chain Relations VC2
P17 4 P19 4
Management Management
Business Policy &
Strategic
P21 4 P23 Business Ethics 4
Management - I INTERNSHIP/
3 BBA
Semester-5 MINOR 4 20
Taxation & Laws P24 Business Laws 4 Degree
P22 4 PROJECT

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Corporate
Business Policy & Governance &
P25 Strategic Management - 4 P27 Corporate 4
II Social
Responsibility
Management
Entrepreneurship
Semester-6 P26 4 P28 Information 4 20
System
P29 A: Investment
Analysis & Portfolio 4
P29* Management
P29 B: Talent
Management &HRIS 4
P 29 C: Consumer
Behaviour 4

P30
Operations Research
4

P31
Project Management
4

P32
BusinessAnalytics
4

Service and Industrial

P33 Marketing 4
P34 A: BBA
Semester-7 20
4 Financial Institutions 4 Honours
P34 B: Performance & with
P34 Compensation Research
4
Management
P 34 C: Retail & Rural
Marketing 4
P35 Research Methodology Major Research
4 Project/Dissertation 12 20
Semester-8 P36 Term Paper
4
Rashtra Gaurav (Compulsory Non Credited)**
Total Credits
80 48 8 24 160

Note: *Student will study courses P-29* to P-36 in the subject that they choose to continue in year 4.
**All students will have to pass the Rashtra Gaurav for obtaining certificate, diploma, undergraduate degree or undergraduate honours degree with research, only once.
CC: Co-curricular Course; VC: Vocational Course

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Certificate
B.B.A.
Year 1st (Semester 1+2)

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SEMESTER-I
P1: PRINCIPLES OF MANAGEMENT Total Session: 40

Course Objective
• To outline the fundamental activities of managers.
• To explain the basic concepts, principles and theories of management.
• To examine the broad functions of management.
• To identify the contemporary issues and challenges in the field of management.

UNIT I
Nature and significance of Management, Approaches of management, Contributions of Taylor,
Fayol and Barnard, Functions of a Manager, Social responsibility of Managers, Values in
management.

UNIT II
The Nature of significance of Planning, Objectives, Steps of Planning, Decision making as key step in
planning. The Process and Techniques of Decision Making. Organisation: Nature and
significance, Approaches, Departmentation, Line and staff relationships, Delegation and
Decentralisation, Committee system, Department of effective organizing

UNIT III
Staffing, nature and Significance, Selection, Appraisal and Development of Managers.
Directing: Issues in managing human factors, Motivation, nature and Significance’s, Theories
and Techniques.

UNIT IV
Communication Definition and Significance, Process, Barriers of Communication, Building
effective communication system. Controlling: Definition and Elements Control Techniques,
Coordination, Determinants of an Effective Control system, Managerial Effectiveness.

Course Outcome
The objective for this course to provide an understanding of the task and functions of
management and to acquaint the participants with the developments in concept. Theories and
practices in the overall field of management.

References:

1. Koontz H., Weihrich H. (2009); Principles of Management; Tata Mc Graw Hill; 8th Edition.
2. Williams C (2009) Principles of Management; South-Western/Cengage Learning; 5th Edition.
3. Prasad L.M, principles and Practice of Management, Sultan Chand & Sons, 20th Edition.
4. Weihrich Heinz and Koontz Harold (2013); Management: A Global, Innovative, and
Entrepreneurial Perspective; Mc Graw Hill; 14th Edition.
5. Andrew Leigh (2012); The Essentials of Management: Everything you need to succeed as a
new manager; Pearson UK; 2nd Edition.

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P2: BUSINESS STATISTICS Total Session: 40

Course Objective
The course aims at acquainting the students with the emerging issues in business, through
analyzing business facts. To familiarize the students with basic concepts of the Business Statistics
and a hands on practice of the various statistical tools and techniques are the main intentions of
this paper. It will enable them to improve their logical reasoning ability and interpretation of
various business results.

UNIT I
Data Summarisation: Significance of Statistics in Business Decision Making. Data and
Information, Classification & Tabulation of Data, Frequency Distribution. Measures of Central
Tendency – Mean, Median & Mode, Measures of Dispersion – Range, Mean Deviation & Standard
Deviation.

UNIT II
Correlation and Regression: Significance of Correlation, Types of Correlation, Scatter Diagram
Method, Karl Pearson Coefficient of Correlation, Spearman Rank Correlation Coefficient.
Regression Introduction, Regression Lines and Equations & Regression Coefficients.

UNIT III
Probability: Concepts in Probability, Laws of Probability, Sample Space, Independent Events,
Mutually Exclusive Events, Conditional Probability, Bayes’ Theorem, Theoretical Probability
Distributions – Binominal, Poisson & Normal Distribution.

UNIT IV
Sampling Distribution – Sampling Distributions and Significance. Hypothesis Testing – Concept
and Formulation of Hypothesis, Types of Hypotheses, Hypothesis Testing Process, z-Test & t-
Test, Simple Hypothesis Testing Problems, Type-I & Type-II Errors.

Course outcome
The course aims to build skills for statistical and analytical inferences of business data and acquaint
the students with various quantitative tools and techniques used in business decision making.

References:

1. Shukla, S. M. and Sahai, S. P. (2023). Business Statistics. Sahitya Bhavan Publications.

2. Gupta, S. C. and Kapoor, V. K. (2019). Fundamentals of Applied Statistics. Sultan Chand &
Sons.
3. Levin, R. I., Rubin, D. S., Siddiqui, M. H. and Rastogi, S. (2017). Statistics for Business.
Pearson.
4. Gupta, S. P. (2019). Statistical Methods. Sultan Chand and Sons.

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P3: FINANCIAL ACCOUNTING Total Sessions: 40

Course Objective
The aim of this course is to provide a conceptual framework for analysis from A Financial
perspective of maximizing return on current investment along with providing a theoretical base
with examples and references related to the Indian accounting system.

UNIT I
Introduction to Accounting: Meaning, objectives process and branches of Accounting, Bases of
accounting; cash basis and accrual basis., Information perception of different users, Ethical issues
in accounting, generally accepted accounting principles (GAAP), Introduction and significance of
Indian Accounting Standards and IFRS.

UNIT II
Classification of Accounts, Recording and posting of transactions, Preparation of trial balance,
capital and revenue income and expenditure, Preparation of final accounts of business: Profit and
Loss Account and Balance Sheet of Sole Proprietorship Adjustment Entries: Inventory,
Depreciation, Provision for Bad Debts, Accrued, prepaid, outstanding and unearned income and
expenditure

UNIT III
Accounting for Assets: Valuation of inventories: Meaning. Significance of inventory valuation.
Inventory Record Systems: periodic and perpetual. Methods: FIFO, LIFO and Weighted Average.
Depreciation - meaning and Methods of Depreciation: SLM & WDV, bank reconciliation
statement, Introduction to corporate Accounting: - Preparation of financial Statements of a
company and contents of annual report

UNIT IV
Analysis of Financial Statements- meaning types and techniques Trend analysis ratio Analysis
Statement of Cash Flow – Indirect method

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Course Outcome
The objective is to acquaint students with the intricacies of crafting financial statements,
comprehending corporate financial documentation, analyzing and interpreting them, highlighting
the significance of International Financial Reporting Standards (I.F.R.S.) in the field of
accounting; it will also give insights into some aspects of asset valuation.

References
1. Maheshwari, S.N., & Maheshwari, S.K. (2018), Financial Accounting, Vikas Publishing, 6th
Edition
2. Shukla, M.C., T.S. Grewal and S.C.Gupta. (2019), Advanced Accounts. Vol.-I. S. Chand &
Co., New Delhi.
3. Jain, S.P. and K.L. Narang. (2002), Financial Accounting. Kalyani Publishers, New Delhi.
4. Narayanaswamy, R. (2014). Financial Accounting: A Managerial Perspective, Prentice Hall
India, 6th Edition
5. Goyal, B.K.(2023), Basics of Corporate Accounting , Taxmann Publication, 8th edition

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P4: BUSINESS COMMUNICATION Total Session: 40

Course Objective

This course aims to develop communication skills in equip students with a broad based
knowledge business communication.

UNIT I
Introduction to business communication, characteristics of effective organizational communication,
basic forms of communication, process of communication, Barriers to Communication,
Principles of effectivebusiness communication.

UNIT II
Oral communication: Purpose, Advantages & Disadvantage, Principles of Oral
Communication, Effective Listening, Non-verbal Communication. Written communication:
Purpose, Advantages & Disadvantage, Principles of Written Communication, Effective writing
techniques. Employment Communication: Application letter and Resume writing,

UNIT III
Conduct of meeting – agenda, notice, notes, minutes, office memorandum, office orders, press
release,Business Letter Writing– Need, Functions and kinds, layout and types. Report Writing
– problems, organization and techniques. (Practical’s/Projects)

UNIT IV
Corporate Communication: Scope, Components, Corporate communication and Public
relations, Role of Social Media in Communication. Role of Technology in Communication
(ICT’s), Business Etiquettes.

Course Outcome

This course provides students with a comprehensive understanding of performance

management, encompassing the concept's application, various performance appraisal methods
and their effectiveness, the significance of performance feedback and counselling, elements of
executive compensation and how job roles are evaluated for appropriate compensation levels,
insight into incentive systems and non-monetary rewards, and an appreciation for the global
dimensions of performance appraisal and compensation.

References:
1. Kamal, Y. (2024), Business Communication, NRBC.
2. M.K. Sehgal & V. Khetrapal - Business Communication (Excel Books).
3. Chaturvedi P.D. (2006) Business Communication, Pearson Education.
4. Lesikar RV & Pettit Jr. JD (2018), Basic Business Communication: Theory &
Application, Tata Mc Grow Hill.
5. Tayler Shinley (2016), Communication for Business, Pearson Education.

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P5: COMPUTER & IT APPLICATIONS - I Total Sessions: 20

Course Objective
The objective of this course is to utilize computer technology and its application to enhance the
efficiency, and effectiveness in various area of businesses.

UNIT I
Basics of computers and their evolution- Characteristics of Computer, Application of Computer in
business, Various fields of Computer, Classification of Computer, Generation of Computer, Types
of Software, Compiler & Interpreter, Generation of Language, Data representation - Different
Number Systems, Binary Arithmetic.

UNIT II
Standard and non-standard Input devices: Keyboard, Point & draw devices, Data Scanning
Devices, Digitizer, etc., and output devices: Output Devices: Monitors, Printers, Plotters, Voice
Response System, etc., Main Memory / Primary Memory: Cache Memory, Secondary
Memory/Storage, Magnetic Disk, Optical Disk, MO Disk, etc.

UNIT III
Operating System Concept: Introduction to Operating System, Functions of Operating System,
Types of Operating System. Introduction to GUI-Windows Operating System. Concept of Data
Communication & Networking: Network Concepts, Types of Network, Different Topologies,
Introduction to Internet

UNIT IV
Text Processing: Introduction to Text Processing software, Creating, Saving, Printing and
modification in document, Spreadsheet Software: Introduction to spreadsheet, formulas, function,
Addressing, Graphics on spreadsheet, Report generation, Presentation Software: Creating a
presentation. Introduction to MS-Access

Course outcome
The course aims to familiarize the students with computers & its applications in the field of
business.

References:

1. Sinha P. K., Sinha P. (2018), Computer Fundamentals, BPB Publication

2. Rajaraman V. (2012) Computer Fundamentals, PHI
3. Norton P. (2008), Introduction to computers, 9th reprint Edi. Tata Mcgraw Hill.

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CC1: PERSONALITY DEVELOPMENT & GROOMING Total Session: 20

(CC1: Personality Development & Grooming is run by IMS, other papers of CC1 are
available on University of Lucknow website)

Course Objective

The objective of the course is to help students develop skills to improve their employability so
they may succeed and survive in the fiercely competitive corporate environment. The course will
help to develop personality in relation to the various behavioural aspects by teaching students
about the importance of personal growth, soft skills, life skills, and self-awareness. The goal of the
course is to provide students the abilities, know-how, and self-assurance they need to carry oneself
professionally and socially in a variety of contexts.

UNIT I
Introduction to Personality: Meaning, Significance, Functions and Objectives. Types of
Personality. Personality Disorders types, causes, symptoms and their treatment

UNIT II
Communication Skills. Team Building. Leadership Skills. Body Language and interpersonal
communication.

UNIT III
Personality Development- Building self-esteem, self-confidence. Time Management and Efficient
Planning. Stress Management – Meaning, types, coping measures. Self-Acceptance, Self-Growth.
Steps in grooming student personality.

UNIT IV
Business Etiquettes and table manners. Public Speaking. Interviews and Group Discussions.
Telephone Conversations. Business Meetings.

Course outcome

The objective of this course is to familiarize the students with the conceptual background, theories
and techniques of Personality and teaches the basic techniques of how an organization manages
and develops its people.

References:

1. Personality Development by Rajiv K. Mishra, Rupa & Co.

2. Sharma, P. (2019). Soft Skills: Personality Development for Life Success. BPB
publications.
3. Vaughn, G. R., & Roth, C. B. (1947). Effective personality building. McGraw-Hill Book
Company.

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SEMESTER-II

P6: ORGANIZATIONAL BEHAVIOR Total Session: 40

Course Objective

The students should be able to understand the concept and nature of management with
conceptual foundation of Organizational Behaviour. Enumerate the theories of personality and
learning, explain the perceptual process, decision making models and techniques Understand
and identify how moods and emotions affect behaviour at workplace Explain the theories of
motivation, leadership, Distinguish a team from a group, their types and characteristics, stages
of development. Learn about various forms of organizations, dynamics of power and politics at
workplace, culture and how it is created and be able to relate with them in practical environment
while distinguishing between functional and dysfunctional conflicts, sources of conflict and
explain the forces of organizational change. To identify the probable sources of stress, to
minimize its any negative consequence and be able to manage it.

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

UNIT II
Individual Behavior: concept, Personality, Perception and its role in individual decision
making, Learning, Motivation: Hierarchy of needs theory, Theory X and Y, Motivation-
Hygiene theory, Vroom’s expectancy theory.

UNIT III
Behavior Dynamics: Interpersonal behavior, Communication, Transaction Analysis,
Leadership: Its Theories and prevailing leadership styles in Indian Organizations. Group
Behavior: Definition and classification of Groups, Types of Group Structures, Group decision
making, Teams Vs Groups, Contemporary issues in managing teams, Inter-group problems in
organizational group dynamics, Management of conflict.

UNIT IV
Management of Change: Change and Organizational development, Resistance to change,
Approaches to managing organizational change, Organizational effectiveness, Organizational
culture, Power and Politics, Stress Management: Definition, potential, sources of stress,
consequences of stress, managing stress.

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Course Outcome
To provide knowledge about Organizational Behaviour, individual and group behavior and
give an overview about change in organization and QWL.

References:

1. Robbins, Judge, and Vohra (2013); Organizational Behavior; Prentice Hall Inc.;15th
Edition.
2. Fred, Luthans (2005); Organisational Behavior; UK: McGraw Hill; 10th Edition.
3. G, Moorhead & Griffith. (2007). Organizational Behavior. Houghton Muffin Co.
4. Newstrom J (2007); OB: Human Behaviour at Work. McGraw Hill Inc.; 12thEdition.
5. Pareek Udai (2016); Understanding Organizational Behaviour; Oxford UniversityPress;
4th Edition.
6. Rao, V.S.P. (2009); Organization Behaviour; Excel Book.

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P7: MANAGERIAL ECONOMICS Total Session: 40

Course Objective

To familiarize students with the concept of economics, its application in the real business world
with the matrix of demand and supply. The knowledge of the economic theories with decision
making techniques. The application of economic models to identify their relationships and
formulate them into a managerial model to which decision-making tools can be applied. The
emphasis is on explaining how tools of standard price theory can be employed to formulate a
decision problem, evaluate alternative courses of action and finally choose among alternatives.
Simple geometry and basic concepts of mathematics like time value of money will be used in
the course of teaching.

UNIT I
Nature and Scope of Managerial Economics: Basic Tools- Opportunity Cost principle,
Incremental principle, Equi-Marginal Principle. Principle of Time perspective, Discounting
Principle. Uses of Managerial Economics.

Demand Analysis: Demand Theory, The concepts of Demand, Determinants of Demand.

Demand Function and Elasticity of Demand and its uses in Business decisions.

UNIT II
Production Analysis: Concept of Production, Factors, Laws of Production, Economies of Scale,
Economies of Scope, Production functions. Cost Analysis: Cost Concept, Types of Costs, Cost
function and cost curves, Costs in short andlong run, LAC and Learning Curve.

UNIT III
Market Analysis: Price-output determination in different markets, Perfect competition,
Monopoly, Price discrimination under monopoly, Monopolistic competition, Duopoly and
Oligopoly markets, Different pricing policies.

UNIT IV
Introduction to Macro Economics. National Income Aggregates. Concept of Inflation- Inter-
Sectoral Linkages: Macro Aggregates and Policy Interrelationships – Tools of Fiscal and
Monetary Policies. Profit Analysis: Nature and Management of Profit, Profit Theories,
Function of Profits, Profit policies.

Course outcome

To impart basic knowledge of the concepts and tools of Economic Analysisas relevant for
Business Decision-Making.

References:

1. Thomas & Maurice (2015), Managerial Economics, Tata McGraw Hill

2. Koutsoyiannis, A. (2013) Modern Micro Economics. Mc Millan
3. Peterson H.C & Lewis (2003) Managerial economics, Tata McGraw Hill
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P8: COST & MANAGEMENT ACCOUNTING Total Session: 40

Course Objective
The course aims to extend and enhance students' knowledge and understanding of Cost and
Management accounting. The basic objective of this course is to enable the students to learn
explain and integrate the fundamental concepts, principles, and techniques of Cost and
Management accounting.

UNIT I
Introduction to Cost accounting: Meaning, Objectives and differences with financial accounting,
Classification of cost, Preparation of cost sheet, Difference between Marginal and absorption
costing, Cost volume profit analysis

UNIT II
Methods of costing: Job costing, Process Costing, Activity based costing. Reconciliation of
Costing and Financial records

UNIT III
Introduction to Management Accounting: Meaning, objectives, difference between cost and
Management accounting,
Relevant costing: and decision making, special order and addition, deletion of product and
Services, optimal uses of limited resources, pricing decisions, make or buy decisions,

UNIT IV
Budgets and Budgetary Control: Preparing flexible budgets, Standard Costing and Variance
Analysis for material and labour, Introduction to Responsibility accounting: meaning and
Types of responsibility centres.

Course outcome

The aim of the course is to extend and enhance the knowledge and understanding of Cost and
Management accounting among the student. The basic objective of this course is to enable the
students to learn explain and integrate the fundamental concepts, principles and techniques of Cost
and Management accounting. The practical application of the knowledge will help them in
developing the skill of using these advanced methods in effective decision making.

References:

1. Khan, M. Y., & Jain, P. K. (2006). Management Accounting, McGraw-Hill Education, 4th
Edition.
2. Arora M.N. (2012) A textbook of Cost and Management Accounting, Vikas Publication, 10th
edition
3. Ananthanrayanan, P.S. (2014). Management Accounting, Oxford Publication.
4. Shukla M.C., Grewal T.S. & Gupta M.P (2013) Cost Accounting: Texts and Problems, S
Chand & Company, 12th Edition.
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P9: BUSINESS ENVIRONMENT Total Session: 40

Course Objective
After studying this paper student will be able to:

 Understand the concept of Business, its types and scope.

 Relate the dynamics and components of business environment.
 Appraise and analyse the Micro and Macro Environment of business
 Elaborate SWOT Analysis and get an overview of its factors.
 Understand the Political and Legal Framework and its role in India.
 Evaluate the dynamics of Economic Environment – with reference to systems and
policies.
 Understand the concept of Capitalism, Socialism and Mixed Economy
 Review the Sunrise Sectors of Indian Economy and discuss its Challenges, Competitive
Environment and different strategies.

UNIT I
Meaning, Definition and Significance of Business Environment; Environmental Matrix;
Factor affecting Business Environment: Micro and Macro environment; Environment
scanning techniques: SWOT, ETOP with practical examples, Porter’s Five Force Model.

UNIT II
Economic Systems: Capitalism, Socialism, Mixed Economy- Public Sector and Private
Sector. Features of Indian Economy: Primary, Secondary and Tertiary Sectors.
Relationship between Government and Business; Public, Private and Co-operative sectors:
meaning, role and importance.

UNIT III
National Income and its aggregates, Industrial Policy-Overview and Role; Liberalization,
Privatization and Globalization. Trade Cycle. Inflation Analysis

UNIT IV
Role of Government in Regulation and Development of Business; Monetary and Fiscal
Policy; Overview of International Business Environment; WTO- Objectives and role in
international trade.

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Course outcome
The objective of this paper is to give the basic knowledge about thebusiness environment
in industry.

References:

1. Cherunilam, Francis (2019), Business Environment Text & Cases, Himalaya

Publishing House, 27th Revised Edition
2. Saleem, Shaikh (2020), Business Environment, Pearson Education, 4th Edition
3. Aswathapa, K. (2014), Essentials of Business Environment: Text, Cases and Exercise,
Himalaya Publishing House Pvt. Ltd, 12th Revised Edition

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P10: INDIAN CONSTITUTION Total sessions: 20

Course Objective

The course aim to provide students with a thorough understanding of the Indian Constitution, its
structure, and its significance in shaping the legal and political framework of India, preparing them
for responsible citizenship and informed participation in business and governance.

UNIT I
Salient features of Indian Constitution. Constitutional Organs: Parliament, Executive Power,
Judiciary (Supreme Court & High Court) & PIL (Public Interest Litigation). Citizenship related
provisions in Constitution.

UNIT II
Emergency provisions. Amendments of Constitution (Brief introduction)

UNIT III
Fundamental rights: Nature & Significance. Right to Equality. Fundamental Freedom: Freedom of
Speech, Freedom of Expression, Freedom of Trade &, Business & Profession- Expansion by
Judicial Interpretation, Reasonable Restrictions, Education & Cultural Rights, Rights against
Exploitation. Right to life & personal liberty, Right against forced labour & child employment.

UNIT IV
Inter relationship between Fundamental Rights & Directive Principles- Fundamental Duties, Right
to Constitutional Remedies- Judicial Review, WRITS: Habeas corpus, Mandamus Certiorari,
Prohibition, Quo-Warranto, Article 32 & 226.

Course outcome
Understand the foundational principles of the Indian Constitution and their significance in shaping
the legal and business environment.

References:
1. D.D. Basu, Shorter Constitution of India, 2001 Wadhwa Nagpur.
2. V.N. Shukla, Constitution of India, Eastern Book Company.
3. M.P. Jain, Constitution of India, Wadhwa Nagpur.

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VC1: RESUME WRITING & CORPORATE COMMUNICATION Total Session: 20

(VC1: Resume Writing & Corporate Communication is run by IMS, other papers of VC1 are
available on University of Lucknow website)

Course Objective
This course aims to equip students with the essential skills and knowledge required to craft
effective resumes and excel in corporate communication settings. Through a combination of
theoretical insights, practical exercises, and real-world applications, students will learn how to
create compelling resumes, cover letters, and professional correspondence.

UNIT I
Resume Writing: Methods, Formats, Online Tools to design Resume. Business letters: Meaning,
Importance & Forms. Business Report: purpose, kinds and objectives.

UNIT II
Communication: Meaning, Definition, And Model, Forms: Verbal & Non-Verbal, Significance
and Effectiveness. 7 Cs of Communication. Communication Barriers.

UNIT III
Listening Skills: Process, Importance and types. Effective Listening: Principles and Barriers.
Enhancing Listening Skills.

UNIT IV
Presentation skills: What is a presentation – elements of presentation – designing a presentation.
Advanced visual support for business presentation types of visual aid.

Course outcome
The course is designed to empower students to carry out day to day communication at work place
by adequate understanding of various types of communication and use of technology to facilitate
efficient interpersonal communication.

References:

1. Fred Luthans, Organizational Behaviour, Boston, McGraw-Hill, 8th edition, 1998

2. Essentials of Business Communication by Rajindra Pal and J. S. Korlahalli. Sultan Chand and Sons.
New Delhi.16
3. Effective Business Communication by Herta A. Murphy and Charles E. Peck. Tata McGraw Hill
Publishing Company Limited. New Delhi.
4. Essentials of Business Communication by Pettett and Lesikar. Tata McGraw Hill Publishing
Company Limited. New Delhi.

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Diploma
B.B.A.
Year 2nd (Semester 3+4)

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SEMESTER-III
P11: FINANCIAL MANAGEMENT Total Session: 40

Course Objective

The objective of this course is to introduce students to the methodologies of financial

management and their practical applications in business decision-making.

UNIT I
Introduction to Financial Management: Concept of Financial Management, Finance functions,
objectives of financial management- Profitability vs. Shareholder wealth maximization. Time
Value of Money - Compounding Discounting. Investment Decisions: Capital Budgeting-
Payback, NPV, IRR and ARR methods and their practical applications.

UNIT II
Financing Decision: Capitalization Concept, Basis of Capitalization, consequences and
remedies of over and under capitalization, Cost of Capital, WACC, Determinants of Capital
structure, Capital structure theories.

UNIT III
Dividend Decision: Concept and relevance of dividend decision, Dividend Models-Walter’s,
Gordon’s and MM Hypothesis, Dividend policy-determinants of dividend policy.

UNIT IV
Management of Working Capital: Concepts of working capital, Approaches to the financing of
current Assets, Management of different components of working capital: Cash, receivables and
inventory.

Course outcomes

The aim of the course is to build knowledge and understanding of FinancialManagement among
the student. The course seeks to give detailed knowledge about the subjectmatter by instilling
them basic ideas about Financial Management. The outcome of the coursewill be as follows –
To provide knowledge about business finance and investment decisions. To provide knowledge
about financing and dividend decision. To give an overview about working capital.

References:

1. Pandey I. M. (2017). Financial Management, Vikas Publishing, 11th Edition

2. Rustagi, R.P. (2019). Fundamentals of Financial Management, Taxman , 14th Edition
3. Kishore, Ravi M (2016). Financial Management, Taxman’s, 8th Edition.
4. Khan, M.Y., & Jain, P.K. (2018). Financial Management: Text, Problems and Cases, Mc
Graw Hill Publication, 8th Edition.

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P12: OPERATIONS MANAGEMENT Total Sessions: 40

Course Objective

The course objective of operations management is multifaceted, encompassing the

understanding and application of basic fundamentals essential for overseeing the operation
processes that produce goods and services. Through this course, students cultivate analytical
prowess, honing their ability to diagnose and resolve operational challenges across design,
planning, control, and quality management.

UNIT I
Nature and scope of production & Operation management, the transformation process,
production analysis and planning, production functions, objective and functions of production
management. responsibilities of the production manager, types of manufacturing processes and
plant layout, plant location, routing, scheduling, plant location and plant layout, assembly line
balancing. Production Planning and Control (PPC).

UNIT II
Facility Location Planning, layout planning, Materials management - its scope and importance.
Purchasing function and procedure, store-keeping, material planning function, Inventory
control, relevant costs, economic lot size, reordering point, ABC analysis, Economic Order
Quantity (EOQ) Model, Buffer stock.

UNIT III
Productivity definition and concept, factors affecting productivity, productivity measurement,
productivity improvements, New Product development and design, stages of product
development, Conjoint Analysis, techniques of product development (standardization.
simplification and specialization. Automation.

UNIT IV
Development of efficient work methods, material flow process chart, man flow process chart,
principles of motion economy, comparison of alternate work methods, maintenance of
production facilities, quality control and inspection , Cost of quality, TQM, Quality Standards
– ISO 9000, sampling inspection, control charts for attributes and variables charts.

Course outcome
The purpose of this course is to develop an understanding of issues and challenges involved in
the area of Operation Management among under graduate students. Thecourse aims to equip the
students with basic management decisions regarding production & operation, designing
decisions and designing of a production system.
References:
1. Bedi, Kanishka (2015), Production and Operation management, OUP.
2. Heizer and Render, (2010) Operations Management, 10th edition, Prentice Hall.
3. Ashwathappa K &Bhat K. Shridhara (2019) - Production & operation Management, 2nd
Edition, Himalaya Publication.
4. S N Chary (2019) Production and Operations Management, 6th Edition, Tata McGraw Hill.
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P13: MARKETING MANAGEMENT Total Session: 40

Course Objectives:
 To provide students with a comprehensive understanding of fundamental marketing
concepts and their application in real-world scenarios.
 To develop insights into consumer behaviour, including the psychological and
sociological factors influencing purchasing decisions.
 To equip students with knowledge about product management, including product life
cycles, branding, packaging, and pricing strategies.

UNIT I
Introductory Concept of marketing, difference between marketing and selling, modern
marketing concept, marketing mix, market segmentation, marketing planning, strategy and
approaches.

UNIT II
Consumer Behaviour: Concept of consumer behaviour, buying motives, study of consumer
behaviour and motivational research – its types, nature, scope and role. Method of conducting
marketing research, sales promotion and advertising, factors influencing consumer behavior.

UNIT III
Product Management: Nature and scope of product policy decisions, product-mix, product-line
and product-life cycle, product planning and development, product diversification, product
improvement. Branding and Trade Marks, packaging. Product Pricing-Concept, nature and
scope of product pricing decisions; price policy considerations, objectives and strategies of
pricing.

UNIT IV
Distribution Management & Marketing communication, Decisions relating to channels of
distribution management of physical distribution, sales promotion, sales planning and
forecasting, management of sales force, analysis of sales performance and marketing of
services, functions of distribution channel, factors influencing distribution channel, integrated
marketing communication.

Course outcome

The purpose of this course is to develop an understanding of the underlyingconcepts, strategies

and the issues involved in the exchange of products and services.

References:

1. Kamal Y. (2024), Marketing Management, NRBC.

2. Kotler, Keller, Koshi & Jha (2015) Marketing Management South Asian Perspective.
Pearson Publication.
3. Ramaswamy & Namakumari (2009) Marketing Management- Concepts and Cases.
Macmillan.

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P14: HUMAN RESOURCE MANAGEMENT Total Session: 40

Course Objective

The course aims to transform students into management graduates who are socially conscious
and professionally skilled; prepared to face the demands of the business world. The curriculum
delves into the essential aspects of modern-day human resource management techniques while
providing a thorough grasp of the fundamental role of human resource in business and
management.
UNIT I
Introduction to Human Resource Management: Personnel vs. Human Resource Management,
Significance, Functions and Objectives of HRM. Evolution and Development of HRM. Human
Resource.

Planning: Process, Significance and Integration with Strategic Planning. Job Analysis: Concept
and Components.

UNIT II
Recruitment: Concept, Sources and Assessment of Recruitment Techniques. Selection:
Concept and Procedure. Placement and Induction, Training and Development: Concept, Need,
Objectives and Methods, Stages in Training Process. Job Design: Approaches and Techniques
of Job Design.

UNIT III
Job Evaluation: Concept, Objectives and Methods/ Techniques. Employee Remuneration:
Concept of Wage and Salary, Reward Management. Fringe Benefits and Incentive Payments.
Performance Appraisal: Concept, Objectives, Process and Techniques.

UNIT IV
Industrial Relations: Concept, Objectives, Approaches and Actors of Industrial Relations.
Discipline: Disciplinary Procedure, Objectives and Aspects of Discipline. Grievance
Procedure: Characteristics, Need and Model Grievance Procedure. Trade Unionism: Concept,
Functions, Objectives and Problems of Trade Unions. Collective Bargaining and Industrial
Disputes.

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Course outcome

The objective of this course is to familiarize the students with the conceptual background,
theories and techniques of Human Resource Management and teachesthe basic techniques of
how an organization acquires, rewards, motivates, and manages its people effectively.

References:

1. Dessler, G. &Varkkey, B. (2015); Human Resource Management; New Delhi: Pearson;

14th Edition.
2. Armstrong, M. & S. Taylor. (2017); Armstrong’s Handbook of Human Resource
Management Practic;e London: Kogan Page; 14th Edition.
3. Aswathappa, K. (2010); Human Resource and Personnel Management; Tata McGraw-Hill
Education; 6th v
4. Rao, P. S., & Rao, V. S. P. (2009); Personnel and Human Resource Management;
Himalaya Publishing House; 5th Edition.
5. Bernardin, John H. (2012); Human Resource Management; McGraw Hill; 6th Edition.

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P15: COMPUTER & IT APPLICATIONS - II Total Sessions: 20

Course Objective

To learn office automation system, To learn advance formula, functions and calculation
techniques. To learn database management system.

UNIT I
Text processing software: creating and saving a document, previewing and printing a document,
editing, proofreading and formatting of documents. Presenting information in columns and tables,
using graphics, symbols, diagrams and charts. Creating and modifying table of contents, index,
bookmarks, cross references, hyperlinks, foot notes, end note, password protecting of documents.
Mail merge.

UNIT II
Presentation software: Creating and managing slides and presentation, entering and editing
content on slides, presenting content in tables, inserting, creating and managing graphics, adding
sound and animation to slides, reviewing, preparing and delivering presentation, customising and
sharing presentations.

UNIT III
Spreadsheet Software: Creating workbooks, working with data and tables, formatting and
changing workbook appearance, managing and hiding worksheet data, ordering and summarising
data, creating charts and graphs, protection of worksheet.

Performing calculations using Formulas and Functions: Analysing alternate data sets, Printing
worksheets and charts, performing business intelligence analysis: What-if Analysis, Goal seek,
Data Table, Lookup, Match, Index etc.

UNIT IV
Database: Introduction to Database and Database Management System, Database Models, Type
of Databases, Introduction to MS-Access, Creation of database tables, Data types, Basic query and
report generation.

Course outcomes

Students acquire skills of using end-user software for communication, data transformation and
presentation.

References:
1. Sinha P.K.& Sinha P. (2004), Computer Fundamentals: Concepts, Systems & Applications,
BPB Publications.
2. Saxena S.& Chopra P. (2006) Computer Application in Management, Vikas Publication.
3. Norton P. (2008) Introduction to computers, 9th reprint Edi. Tata Mcgraw Hill.

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CC2: INTERVIEW PREPARATION & PLANNING Total Sessions: 20

(CC2: Interview Preparation & Planning is run by IMS, other papers of CC2 are available
on University of Lucknow website)

Course Objective
To offer a foundational grasp of crafting a CV and underscore the significance of general
knowledge. Additionally, it motivates students to cultivate various soft skills and equips them for
real-world interviews through simulated interview sessions.

UNIT I
CV writing skill and session on how to avoid Typos, Howlers, Boast and Bravado. Making of
Resume/C.V.: Dos & Don’ts of working document.

UNIT II
Role and Significance of General knowledge and General Awareness. Mock Interviews Session
& Feedback.

UNIT III
Dressing up, grooming, Time management, Stress management.

UNIT IV
Corporate etiquettes, Cross Cultural Communications, Netiquettes, Group Discussion sessions.

Course outcome

The purpose of this course is to inculcate sense of preparedness, confidence building, create
general knowledge and awareness regarding Interview Preparation & Planning among under
graduate students.

References:

1. Chakravarti, Dr T Kalyana; Chakravarthi, Dr T Latha; 2011, Biztantra.

2. Verma, Shalini, 2009, Soft Skill for the BPO sector, Pearson.

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SEMESTER-IV
P16: E-COMMERCE Total Sessions: 40

Course Objective
To learn e-commerce success factors, e-commerce Marketplaces. To learn e-commerce
applications. To learn Customer services support in e-commerce.

UNIT I
Introduction to ecommerce: Meaning and concept of ecommerce, ecommerce vs e-business,
advantagesand disadvantages of ecommerce, value chain in ecommerce, Porter’s value chain
model, competitive advantage and competitive strategy, different types of ecommerce like
Business-to- Business (B2B), Business- to- customer (B2C), Customer-to-customer (C2C),
customer- to-business(C2B),G2C. E- commerce: Business Models and Concepts.

UNIT II
E-Commerce- A Consumer Oriented Approach: Traditional v/s E-Retailing, Key success
factors in E- retailing, Models of E-retailing, and Characteristics of E-retailing. E-services:
Categories of Eservices,Web-enabled services, Information selling on the web, Entertainment,
Auctions and other specialized services.

UNIT III
Technology in ecommerce: An overview of the internet, basic network architecture and the
layered model, internet architecture, network hardware and software considerations, intranets
and extranets. Themaking of World Wide Web, web system architecture, ISP, URL’s and
HTTP, cookies.

UNIT IV
Building and hosting your website: choosing an ISP, registering a domain name, web
promotion, internet marketing techniques, e-cycle of internet marketing, personalization,
mobile agents, tracking customers, customer service, CRM and e- value. Web page design using
HTML and CSS: Overview of HTML, basic structure of an HTML document, basic text
formatting, links, images, tables, frames, form and introduction to CSS. Security threats:
Security in cyberspace, kinds of threats and crimes: client threat, communication channel threat,
server threat, other programming threats, frauds and scams. Business to Business e- commerce:
Meaning, benefits and opportunities in B2B, B2B building blocks.

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Course outcome

Understand the fundamental principles of e‐ Business and e‐ Commerce; learn the technologies
enabling e-commerce.

References:
1. KennethC. Laudon and Carol G.Traver (2015), E-commerce: business, technology,
society, AddisonsWesley.
2. Elias.M.Awad (2019), Electronic Commerce, Prentice-Hall of India Pvt Ltd.
3. EfraimTurban, JaeLee, DavidKing, H.Michael Chung (2020), “Electronic
Commerce–A ManagerialPerspective", Addison Wesley.

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P17: LOGISTICS & SUPPLY CHAIN MANAGEMENT Total Session: 40

Course Objective

The paper aims to equip students with the knowledge and skills necessary to effectively design,
implement, and manage information systems that support business operations and decision-
making. The paper includes fundamental principles and concepts and about the role of
information systems in organizations and how they support business processes and decision-
making. Students will gain a comprehensive understanding of information technology (IT)
components, including hardware, software, databases, and networks and learning the
methodologies and tools used in the analysis, design, and development of information systems.
Students will understand the strategic role of information systems in organizations and about
decision support systems (DSS), enterprise resource planning (ERP) systems, functional and
cross functional information systems which in turn will equip them with the necessary skills to
analyse, design, implement, and manage information systems that support business operations
and strategic objectives.

UNIT-I
Introduction, Definition of Supply Chain Management, Evolution of the Concept of Supply
Chain Management, Logistics Vs Supply Chain Management; Supply Chain Management:
Significance and Challenges; Key Drivers of Supply Chain Management.

UNIT- II
Introduction, Three Components of SCM, Demand Management, Demand Forecasting;
Introduction, Supply Management, Evolution of ERP, Concept of ERP in SCM.

UNIT- III
Introduction, Understanding the Benchmarking Concept, Benchmarking Process,
Benchmarking Procedure

UNIT-IV
Introduction, New Developments in Supply Chain Management, Outsourcing Supply Chain
Operations, The Role of E- Commerce in Supply Chain Management, Green Supply Chain
Management, Distribution Resource Planning.

Course outcomes

The objective of this paper is to give the basic knowledge about the Supply Chain
Management for goods and services.
References:
1. Michel H Hungo (2003) Supply Chain Management: PHI
2. Chopra S. (2007) Supply Chain Management: McGraw Hill
3. Samir S. & Ballao, R.(2003) Logistics Management: Pearson

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P18: CUSTOMER RELATIONSHIP MANAGEMENT Total Session: 40

Course Objectives
 To comprehensively understand the foundational concepts and significance of Customer
Relationship Management (CRM).
 To explore the dimensions of customer satisfaction and loyalty, including various models
and methods for measurement.
 To examine the role of information technology in CRM, focusing on the implementation and
benefits of eCRM systems and software.

UNIT I
Fundamentals of Customer Relationship Management: Meaning and definition of CRM,
benefits of CRM, reasons for adopting CRM, Conceptual Foundations of Customer
Relationship Management. Types, stages and issues in CRM.

UNIT II
Dimensions of Customer Relationship Management Customer Satisfaction: meaning and
definition, Customer Satisfaction Models, Measuring Customer Satisfaction, ISO guidelines.
Customer Loyalty: Concept, Principles, significance and dimensions of Customer Loyalty.

UNIT III
Information Technology in Customer Relationship Management Technological Developments
in CRM.Information Technology Implementation in CRM. Features, advantages and functional
components of e-CRM. Important CRM Software. Customer Relationship Management
through InformationTechnology Tools.

UNIT IV
Emerging Dimensions and Dynamics in Customer Relationship Management Customer Recall,
Retention and Experience Management. Service Failure and Service Recovery Management.
Application of Customer Relationship Management in Different Sectors. Role of Social Media.

Course outcome
Customer Relationship Management, also known as CRM, helps businesses successfully
implement strategies, practices and technologies aimed at winning and retaining customers
profitably. The objective of this course is to equip the students with a sound foundation of CRM
concepts and best practices in Industry.

References:

1. Jagdish N Sheth, Parvatiyar Atul, G Shainesh; (2013), Customer Relationship

Management: Emerging Concepts, Tools and Applications Paper back ; McGraw Hill
Education
2. Mukerjee;(2007), Customer Relationship Management: A Strategic Approach to Marketing
Paperback, Prentice Hall India
3. Rai A K; (2012), Customer Relationship Management: Concepts and Cases by PrenticeHall
India.
4. N Mullick; (2016), Customer Relationship Management Paperback, Oxford University Press
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P19: INDUSTRIAL RELATIONS MANAGEMENT Total Session: 40

Course Objective

To make students understand the various concepts of Industrial relations between Employer and
Employee. To explain the objectives of Industrial Relations and list the factors affecting IR.
Justify the role of Trade Unions and employers association and examine the impact of
Globalisation on Trade Union, examine the concepts of Industrial Disputes, Strikes and
Lockouts with reference to concerned Legislations and Grievance handling measures,
Indiscipline, Collective bargaining, Workers Participation in Management and the process
involved.

UNIT I
Industrial Relations: Concept Objectives, Nature and Scope; Approaches to Industrial
Relations. Trade Unions – Industrial disputes and their Resolutions. International Labor
Organization: Role & Functions

UNIT II
Workers participation in Management – Works Committee, Joint Management Councils, Pre-
Requisite for successful participation, Collective Bargaining – Form, process and Role of
Government in Collective Bargaining.

UNIT III
Industrial unrest: Employee dissatisfaction - Grievances - Disciplinary Action - Domestic
Enquiry - Strikes - lockout - Prevention of Strikes - Lockouts. Discipline: Positive, negative
discipline, disciplinary procedure, Absenteeism, Turnover, Dismissal and Discharge.

UNIT IV
Factories Act: Meaning, Definition – Welfare – Safety – Health Measures. General provisions
of Workmen’s Compensation Act, Bonus Act and Gratuity Act.

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Course Outcome
The objective of the course is to make the students aware and understand about the dynamics
of the industrial relations in the rapidly changing environment and also, they will have
knowledge about the disciplinary procedure and grievance management process along with
their implementation aspect.

References
1. Mamoria, C.B. (2020); Dynamics of Industrial Relations; Himalaya Publishing House;16th
Edition.
2. Mustafa, M. and Dharma, Onkar (2002); Workers' Participation in Management,Concept
and Practice; Deep and Deep Publications; 2nd Edition.
3. Pylee, M.V (1997); Worker's Participation in Management; Vikas Publications; 2nd
Edition.
4. Ramanujam, G. (1990) Indian Labour Movement, Sterling Publications; 2nd Edition.
5. Sharma R.C. (2016); Industrial Relation and Labour Legislation; PHI Learning Pvt.Ltd;
1st Edition.
6. Sinha (2004), Industri a l Relations, Trade Unions, and Labour Legislation; Pearson
Education India; 4th Edition.
7. Monappa Arun (2012); Industrial Relations and Labour Laws; Tata McGraw-Hill
Education; 2nd Edition.

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P20: FOREIGN LANGUAGE Session – 20

French Language
Course Objective
The course aim to provide students with foundational knowledge and skills in the French language,
focusing on lexical acquisition, grammar, translation, composition, and basic communication. This
will help them develop the necessary language proficiency to engage in basic French conversations
and understand written and spoken French in everyday contexts.

UNIT I (Lexical Acquisition)

1) Alphabet &Numbers
2) Days, Months &Time
3) Colours
4) Professions, occupations, nationalities

UNIT II (Grammar)
1) Nouns, Indefinite & Definite articles
2) Pronoms toniques &Adjectives –I
3) Prepositions
4) Negation &Interrogative expressions
5) Regular verbs (Present tense): - er
6) Irregular verbs (Present tense) :être,
7) avoir, aller,venir, faire, etc, Reflexive
8) Verbs (present tense) I: s’appeler, se Lever etc

UNIT III (Translation and Composition)

1) Questions requiring Translation into French -English and vice-versa of Passages from the
text and of simple sentences involving useful and familiar idiomatic constructions in
French.
2) Questions requiring composition of ten to fifteen simple sentences on some easy topic (E.g.
University, Class, Station, Town, House, Monuments, Hotel, Cinema, Theatre etc.)

UNIT IV Communication skills

1) Communication through body language.
2) How to greet.
3) Understand and use familiar everyday expressions and very basic phrases aimed at the
satisfaction of needs.
4) How to ask and answer questions (reply, order, request)

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Course outcome

To learn sound and letter of a French language. To develop four language skills i.e. listing,
speaking, reading and writing. To make the students aware of a foreign culture and its people.

References:
1. Le Nouveau Sans Frontières- I, Clé International.
2. Collins gem French –English / English- French dictionary
3. Dondo- Modern French course, Oxford, India.

German Language

Course Objective

The course aim to provide students with a foundational understanding of the German language,
focusing on basic grammar, sentence construction, and comprehension skills. This foundation will
help students develop the necessary language proficiency for basic communication and
understanding of written and spoken German in everyday contexts.

UNIT I
Introduction to Germany, Basic grammar structure, Nouns (singular, plural), Numbers, Days,
Months, Seasons, Colours.

UNIT II
Personal Pronouns, Verbs, Conjunctions, Prepositions, Articles, Adjectives, Prepositions.

UNIT III
Tenses, Sentence construction

UNIT IV
Comprehension Texts
`
Course outcome
Learning German language will promote cross-cultural understanding and enriches global
perspective of students pursuing management and commerce. Students will be able to converse in
language at basic level and understand the basic daily routine and work related vocabulary.

References:
1. Häussermann, U., Günther, C. C., Dietrich, G. (1997). Sprachkurs Deutsch 1: Unterrichtswerk
für Erwachsene. Germany: Diesterweg.
2. Rusch, P., Müller, M., Scherling, T., Wertenschlag, L. (1997). Moment mal! : Lehrwerk für
Deutsch als Fremdsprache; [Materialien]. 1: Glossary German- English.
Austria: Langenscheidt.

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VC2: ROLE PLAY & SIMULATION Total Session: 20

(VC2: Role Play & Simulation is run by IMS, other papers of VC2 are available on
University of Lucknow website)

Course Objective

To introduce students to the concepts and principles of role play and simulation as effective
learning and training tools in business education. It aims to introduce students the concepts and
principles of role play and simulation as effective learning and training tools in business education.
It provides a comprehensive understanding of how these methods can mimic real-world business
scenarios and decision-making processes.

UNIT I
Role play and simulation: Introduction of role play and simulation, difference between role play
and simulation, Introduction of hierarchy in organization and their roles.

UNIT II
Maslow Theory, Herzberg Two Factor Theory, Johari Window Model: accommodating with real
life examples, cases and videos.

UNIT III
Instructional strategies: Role paly, Simulations and live events at operational level, middle level
and higher level.

UNIT IV
Simulation games: Future, Issues and Challenges. Coping change management, coping with
emerging and instant situations,

Course Outcome

To learn about industry working and daily facing situations in various departments. The subject
provide command and knowledge to deal the situation in various hierarchy of management.
Student will learn situation handling at various levels through simulation.

References:

1. Riis, J. O. and Smeds, R. (1998), The Future of Simulation Games and Challenges, Chapman
& Hall
2. Robins, S. P.,Judge, T. A. and Vohra, N. (2018 )Organizational Behaviour, Pearson Education,
18th Edition
3. Law, Averill M. (2014), Simulation Modeling and Analysis (Irwin Industrial Engineering),
McGraw-Hill Education, 5th Edition
4. Gibson, David (2006), Games and Simulations in Online Learning: Research and Development
Frameworks, IGI Global, 1st Edition

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Degree
B.B.A.
Year 3rd (Semester 5+6)

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SEMESTER-V
P21: BUSINESS POLICY & STRATEGIC MANAGEMENT - I Total Sessions: 40

Course Objective

The purpose of this course is to develop an understanding of underlying concepts, tools,

frameworks, issues and challenges involved in the area of Business Policy & Strategic
Management for Under-graduates. This course aims to achieve development of an understanding
of the increasing competition as well as not for profit business policies, strategies, and the
practice in organizations to be aware of the different circumstances and situations arising from
ever changing strategic situations.

UNIT I
Introduction & Concept of Strategy, Corporate Policy as a field of study, Nature. Importance,
purpose and objective of business policy, Chief Executive job, roles and responsibilities of
board of Directors, An overview of strategic management, its nature and process, Formulation
of strategy, Environment, environment scanning, environment appraisal, Identifying corporate
competence & resource.

UNIT II
Corporate Strategy, Persona1 and Ethical Values, Business ethics, Industry structure,
Reconciling divergent values, Modification of values, moral components of corporate strategy,
community considerations and corporate social responsibility (CSR) .

UNIT III
Corporate portfolio analysis, competitor & SWOT analysis, strategic audit & choice, strategic
plan, routes to sustainable competitive advantage (SCA).

UNIT IV
Strategy Implementation, Structural implementation, organisational design and change,
behavioural implementation, leadership, corporate culture. Corporate politics and use of power,
functional implementation - financial, marketing. Operation personnel (HR) policies and their
integration, strategic evaluation and control.

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Course outcome
The purpose of this course is to develop an understanding of underlying concepts, tools,
frameworks, issues and challenges involved in the area of Business Policy & Strategic
Management - I for Under-graduates. The course aims to achieve development of an
understanding of the increasing competition as well as not for profit business policies, strategies
and the practice in organizations to be aware of the different circumstances and situations
arising from ever changing strategic situation.

References:

1. Wheelen, Thomas L, Hunger, J David & Rangarajan, Krish (2001) Concepts in Strategic
Management & Business Policy, Pearson Education.
2. David, Fred R (2005), Strategic Management Concepts & Cases, PHI.
3. Kazmi, A. (2000); Business Policy, McGraw Hill.
4. Pearce, John A , Robinson, Richard B , Mital, Amita (2005) , 10th Edition., Strategic
Management – Formulation, Implementation & Control, McGraw Hill.

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P22: TAXATION & LAWS Total Session: 40

Course Objective

The course aims to impart a thorough understanding of the Indian Income Tax Act, 1961,
focusing on the basic concepts, scope of income, heads of income, and computation of total
income and tax liability.

UNIT I
Indian Income Tax Act, 1961: Basic Concepts - Income, Agriculture Income, Casual Income,
Assessment Year, Previous Year, Gross Total Income, Total Income, Person, Tax Evasion,
Tax Avoidance.

UNIT II
Basis of Charge: Scope of Total Income, Residence and Tax Liability, Income which does not
form part of Total Income.

UNIT III
Heads of Income: Income from Salaries, Income from House Property. Profit and Gains of
Business or Profession, Capital Gains, Income from other sources.

UNIT IV
Aggregation of Income, Set off and Carry forward of losses, deductions from gross total
Income, Computation of total Income and Tax liability.

Course outcome

The aim of the course is to build knowledge, understanding about taxationamong the student.
The course seeks to give detailed knowledge about the subject matter by imparting them basic
ideas about Income Tax.

References:

1. Mehrotra, H.C. and Goyal, S.P (2021), Fundamentals of Income Tax A.Y. 2021-22,
Sahitya Bhawan Publications, 62nd Edition
2. Mehrotra, H.C. and Goyal, S.P (2020), Income Tax Law & Accounts A.Y 2020-21,
Sahitya Bhawan Publications, 61st Edition
3. Ahuja, Girish and Gupta Ravi (2021), Simplified Approach to Income Tax, Flair
Publications Pvt. Ltd.2021 Edition.

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P23: BUSINESS ETHICS Total Session: 40

Course Objective

The course targets to make students understand the significance of ethics and values in their
personal and professional life to exercise their rights and responsibilities. It aims to teach
students the philosophy of life; personal, social and cultural values; professional ethics, code of
conduct etc. to make them behave ethically and morally

UNIT I
Business Ethics- An Overview-Concept, nature, evolving ethical values, Arguments against
business Ethics.

Ethical theories and approaches - The Teleological approach and the Deontological approach.
Universalism vs. Ethical relativism, Utilitarianism, Ethical principles in business.

Ethics and Morality, Ethical dilemma, Resolving ethical dilemma, Ethical decision making,
Ethical competency, Conflict of interest.

UNIT II
Work life in Indian Philosophy: Indian ethos for work life, Indian values for the work place,
Work-life balance. Gandhian Philosophy of Wealth Management-Philosophy of Trusteeship

Values - Concept & Relevance in Business, Types of values, Values & ethical behaviour,
Professional values

UNIT III
Application of Business Ethics in the world of business (Intellectual property rights like
designs, patents, trademarks, copy rights). Ethics in marketing (consumer rights, advertising,
dumping). Ethics in finance (financial disclosures, insider trading, window dressing). Ethics in
information technology and systems usage (data confidentiality). Ethics in human resources
management (whistle blowing, discrimination), Environmental ethics (Carbon trading).

UNIT IV
Corporate Social Responsibility-Social Responsibility of business with respect to different
stakeholders, Carroll's Pyramid of Corporate Social Responsibility, CSR and strategy,
Shareholder theory of the firm, voluntary guidelines, Regulatory mandates for CSR Corporate
Governance - Concept, Definition, Corporations and their characteristics, GlobalCorporate
Governance Practices

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Course outcome

The aim of the course is to develop basic understanding about Business Ethics among the
students. It also seeks to establish the importance of adopting ethical practices in business
organizations.

References:

1. Boatright (2011) Ethics and the Conduct of Business, Pearson Education.

2. Chakraborty, S. K. (2015) Values and Ethics for Organizations. Oxford India Press.
3. Crane, A., & Matten, D. (2003) Business Ethics. Oxford University Press.
4. Petrick, J., & Quinn, J. (2015) Management Ethics: Integrity at Work. Response
Books.
5. Praveen B Malla. (2003) Corporate Governance: History, Evolution and India Story,
Routledge.

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P24: BUSINESS LAW Total Session: 40

Course Objective
This course aims to provide students with a comprehensive understanding of business law,
focusing on the legal principles governing business transactions and corporate entities. It covers
various acts related to contracts, sales, partnerships, negotiable instruments, and companies,
preparing students to navigate and apply legal frameworks effectively in business contexts.

UNIT I
The Indian Contract Act 1872: Scope of the Act, Essential of a Valid Contract, Agreement,
Performance of Contracts, Breach of Contract & Remedies, Quasi-Contracts, Contract of
indemnity and guarantee: meaning and its distinction, rights and duties of indemnifier,
indemnified and surety, discharge of surety's liability. Bailment and pledge: meaning and
distinction, Rights and duties of Bailor and Bailee, Pawnor and Pawnee.

UNIT II
The Sale of Good Act, 1930: Formation of Contract, Conditions & Warranties, Rights of an
Unpaid Seller, Performance of the Contract of Sale, Caveat Empetor, Ownership of goods and
transfer, unpaid seller and his rights.

UNIT III
The Partnership Act: Definition and nature of partnership, rights and duties of partners, types
of partners, dissolution of partnership. The Negotiable Instruments Act, 1881: Nature and
Types of negotiable instruments, Negotiation and Assignment, Holder-in-Due Course,
Dishonour and Discharge of NegotiableInstrument; Arbitration

UNIT IV
The Companies Act, 1956: Nature and Type of Companies, Formation of Companies,
Memorandum and Articles of Association, Prospectus, Share capital, Membership, Meetings
and Winding-Up

Course outcome

The objective of the course is to familiarize the participants with legal perspective of the
business and to give the basic knowledge about the rules and regulation ofexecution of
Business.

References:

1. Gulsan & Kapoor (2005) Business Law including Company Law, Excel Book.
2. Singh, Avtar (2019) Principles of Mercantile Law, Eastern Book Company.
3. Kapoor N.D (2009) Elements of Mercantile Law, Sultan Chand & Sons.
4. Bare Acts: Indian Contract Act, 1872. Sale of Goods Act, 1930 Partnership Act, 1932. The
Negotiable Instruments Act, 1881

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INTERNSHIP / MINOR PROJECT REPORT (04 CREDIT)

Guidelines for Minor Project Report

Every student under supervision of regular college /university faculty will work on minor project
as guided by the assigned supervisor, for a duration of eight weeks. A certificate issued byDean /
Principal / HOD will be attached with the project report as an authentication of project title,project
standards carried out by the student. Minor project shall be from field/subjects as mentioned as
courses. The minor project report should be minimum 60 pages on A4,
1.5 line spacing, times roman / Kruti dev12 font with one inch margin all four sides. Printing shall
be on both pages along with page number and index/table of content. APA referencing style
bibliography must be at the end of the minor project report. A soft copy shall be procured and
preserve by the faculty/department/college, which among the request of examination department,
University of Lucknow must be supplying. Evaluation of minor project shall be by external expert
and internal expert. Internal expert will be nominated by the department / college, and the external
expert will be nominated by the controller of examination, university of Lucknow.

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SEMESTER-VI
P25: BUSINESS POLICY & STRATEGIC MANAGEMENT - II Total Sessions: 40

Course Objective

This course aims to equip BBA students with a comprehensive understanding of business policy
and strategic management, enabling them to analyze, formulate, and implement effective
business strategies in dynamic organizational environments, while integrating theoretical
concepts with practical applications to navigate contemporary business challenges successfully.

UNIT-I
Nature and Scope of Strategic Management. Concept of Core Competence, Capability and
Organisational learning; Management of Strategic Change; Process of Strategic planning and
Implementation, Activating Strategies, Strategy and Structure.

UNIT-II
Behavioral Implementation: An overview of: Leadership, Corporate Culture, Corporate
Politics and Use of Power, Functional / Operational Implementation: An overview of
Functional Strategies.

UNIT III
Strategy Evaluation and Control, Mc Kinsey’s 7s Framework, Balanced Score Card, Triple
Bottom line, Strategic drift, Mergers and Acquisitions: Takeover and Defence Tactics, Laws
For Mergers And Acquisitions, Regulatory Framework of Takeovers in India, Cross Border
Mergers and Acquisitions.

UNIT IV
Tailoring Strategy to Fit Specific Industry and Company Situations: Strategies for Competing
in Emerging Industries; Strategies for competing in Turbulent, High-Velocity Markets;
Strategies for Competing in Maturing Industries; Strategies for Competing in Fragmented
Industries; Strategies for Firms in Stagnant or Declining Industries; Strategies for Sustaining
Rapid Company Growth; Strategies for Industry Leaders; Strategies for Runner-up Firms;
Strategies for Weak and Crisis Ridden Businesses.

Course outcome
The purpose of this course is to develop an understanding of issues and challenges involved in
the area of Business Policy & Strategic Management for Under-graduates.

References:
1. Wheelen, Thomas L , Hunger, J David & Rangarajan, Krish (2009) Concepts in Strategic
Management & Business Policy, 9th Ed, Pearson Education,
2. David, Fred R (2001) , 12th Ed, Strategic Management – Concepts & Cases, PHI,
3. Kazmi, Azhar (2003) Business Policy, McGraw Hill,
4. Thompson, Strickland, Gamble and Jain (2010), Strategic Management, McGraw Hill.
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P26: ENTREPRENEURSHIP Total Sessions: 40

Course Objective

 Help the students to become independent and channel their creativity into creating
something of their own.
 Develop one's analytical and logical skills that enable one to solve any problem.
 Provide instructions in the basic principles of entrepreneurship including the role of the
entrepreneur, entrepreneurship as a career, ethics in business, and the principles of
marketing, financing, and managing a business.
 Promotes the entrepreneurial spirit and encouraging the generation of ideas and their
corresponding implementation.

UNIT-I

The evolution of the concept of entrepreneurship. John Kao’s Model on Entrepreneurship.

Entrepreneurship: Meaning and objective. Idea Generation, identifying opportunities and Evaluation;
Entrepreneurship as a Career Option. Types of New Ventures, Procedures for setting up a Business
in India. Creativity and Innovation. Bottlenecks to Creativity and innovation.

UNIT-II

Entrepreneurship and Intellectual Property Rights (IPR): Patents, Trademarks and Copyrights.
Business Plan: Purpose and Contents of a Business Plan. Marketing Plan: Need for Marketing
Research. Segmentation, Targeting and Positioning in Marketing. Sources of Innovation in
Business.

UNIT-III

Introduction to Social Entrepreneurship; Characteristics and Role of Social Entrepreneurs;

Understanding Women Entrepreneurship: Concept, Evaluation, Importance and functions of women
entrepreneurship, Topologies and categories of women entrepreneur. Family Business: Concept,
structure and kinds of family firms, Culture and evolution of family firm.

UNIT-IV

Family genogram. Developing Business family’s genogram, Using the Genogram to identify
family scripts and themes. Circumplex Model of Marriage and Family Systems, Application of
Circumplex Model, Clinical Rating Scale and Developing Circumplex Model. Vries’s Five
Critical Phases of Change (concern, crisis, confrontation, crystallization, and change).

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Course Outcome

This course provides students with a solid introduction to the entrepreneurialprocess of creating new
businesses, intellectual property rights, role of creativity and innovation in Entrepreneurial start-ups,
manage family-owned companies, context of social innovation and social entrepreneurship and issues
and practices of financing entrepreneurial businesses.

References:

1. Burns, P. (2016). Entrepreneurship and small business. New Jersey: Palgrave, 5th Edition.
2. Drucker, P.F. (2018). Innovation and entrepreneurship: Practice and principles. USA:
Elsevier.
3. Poornima M.C. (2012); Entrepreneurship Development: Small Business Enterprises;
Pearson, 3rd Edition.
4. Gersick, K. E., Davis, J. A., Hampton, M. M., and Lansberg, I. (2015), Generation to generation:
Lifecycles of the family business. Boston: Harvard Business School Press. Kumar
5. S.C. Poornima, M.K. Abraham, K. Jayashree (2018); Entrepreneurship Development;
NewAge International Publishers, 4th Edition.
6. A.Sahay, M. S. Chhikara (2017); New Vistas of Entrepreneurship: Challenges
&Opportunities;Excel Books, 2nd Edition.

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P27: CORPORATE GOVERNANCE & CORPORATE SOCIAL RESPONSIBILITY

Total Session: 40

Course Objective

This course offers students a comprehensive understanding of Corporate Governance (CG) and
Corporate Social Responsibility (CSR) in modern business settings. By utilizing theoretical
frameworks, case studies, and practical applications, students will delve into the relationship
between ethical decision-making, organizational accountability, and sustainable business
practices. Students will be able to unravel the essence of CG and CSR by gaining insight into
their pivotal roles in shaping the conduct and impact of modern organizations. Through an
exploration of diverse theoretical frameworks, they will discern how CG structures and CSR
initiatives intertwine to influence ethical decision-making, foster organizational accountability,
and foster sustainable business practices.

UNIT I

Introduction to Corporate Governance: Meaning, Significance, Functions and Objectives.

Evolution and Development of Corporate Governance in India. Pillars and components. Recent
Development in Corporate Governance.

UNIT II

Corporate Governance Theories- Organizational Theories (including Stewardship, Resource

and Institutional Theory), Economic Theories (such as Agency, Finance and Managerial
Theory) and the Stakeholder Theory. Corporate Governance and Corporate Performance -
guidelines in companies. Case Study.

UNIT III

Corporate governance and corporate social responsibility -Introduction, Early roots of

corporate social responsibility. Does corporate social responsibility improve financial
performance? Sustainability and a stakeholder perspective. The Criticism of Corporate Social
Responsibility. Sustainability reporting.

UNIT IV

Implementing corporate governance standards in different jurisdictions, including the United

States, European Union countries and emerging countries. International Aspects of Corporate
Social Responsibility; Stakeholder engagement.

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Course outcome
The objective of this course is to familiarize the students with the conceptual background,
theories and techniques of Corporate Governance and teaches the basictechniques of how an
organization manages its people to contribute for the society through Corporate Social
Responsibility.

References:
1. Monks, R., Minow, N. (2008), Corporate Governance; 4rd edition, Wiley-Blackwel
publishing.
2. Crowther, D., & Aras, G. (Eds.). (2012). Global perspectives on corporate governance and
CSR. Gower Publishing, Ltd.

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P28: MANAGEMENT INFORMATION SYSTEM Total Session: 40

Course Objective

The paper aims to equip students with the knowledge and skills necessary to effectively design,
implement, and manage information systems that support business operations and decision-
making. The paper includes fundamental principles and concepts and about the role of
information systems in organizations and how they support business processes and decision-
making. Students will gain a comprehensive understanding of information technology (IT)
components, including hardware, software, databases, and networks and learning the
methodologies and tools used in the analysis, design, and development of information systems.

UNIT I
Information Systems: Concept & Technologies, Role of information Systems in Business.
Influence of Information Systems in Transforming Businesses. Global E Businesses and
Collaborations, Strategic roles of Information Systems. Behavioural, Technical and Socio-
technical approaches. Enhancing Business Processes through Information Systems. Types of
Business Information Systems. TPS, MIS,DSS and EIS. Organising the Information Systems
function in Business. Ethical and Social issues of Information Systems.

UNIT II
Using Information Systems to Achieve Competitive Advantage: Porter’s Competitive Forces
Model and The Business Value Chain Model. Aligning Information Systems with Business.
Decision Making and Information Systems: Types of Decisions and the Decision-Making
Process, Business Value of Improved Decision Making. Decision Support for Operational,
Middle and Senior Management. Concepts of Database and Database Management System.

UNIT III
Functional Information Systems: Marketing, Human Resource, Financial and Operational
Information Systems. Cross Functional Information Systems, Enterprise Systems. SupplyChain
Management Systems. Customer Relationship Management Systems. Business Value of
Enterprise applications andchallenges in Implementing.

UNIT IV
Implementing Information Systems as Planned Organisational Change: Business Process
Reengineering. Systems Analysis and Systems Design. Modeling and Designing Systems:
Structured and Object- Oriented Methodologies, Traditional Systems Life Cycle, Prototyping,
End-User Development, Application Software Packages and Outsourcing. Implementing
Information Systems. Introduction to Change Management.

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Course outcomes: Students will be able to understand and articulate fundamental concepts of
information systems management. Apply IT to solve common business problems. Plan and
implementeffective IT solutions to business problems. Apply the ethical aspects of information
technology use inthe organization.

References:
1. Laudon Kenneth C. and Laudon Jane P (2018), Management Information Systems
Managing theDigital Firm; Pearson Publication.
2. Jawadekar Waman S. (2013), Management Information Systems A Global Digital
EnterprisePerspective; McGraw Hill.
3. R.Priyadharshini, Dr.S.Shajahan (2004), Management Information Systems, New Age
InternationalPublishers.

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P29A: INVESTMENT ANALYSIS & PORTFOLIO MANAGEMENT Total Session-40

Course Objective
The aim of this course is to provide a conceptual framework for analysis from an investor’s
perspective of maximizing return on investment along with providing a sound theoretical base with
examples and references related to the Indian financial system.

UNIT I
Introduction to Investment Environment, Investment Process, Criteria for Investment, Types of
Investors, Investment v/s. Speculation v/s. Gambling, Investment Avenues, Factors Influencing
Selection of Investment Alternatives. Role of SEBI with regard to regulation of Secondary
Markets, The Role and Functionsof Various participants and Agencies in the Secondary Market.
Online Share Trading and its Advantages, Concepts of Small Cap, Large Cap, Midcap and Penny
Stocks.

UNIT II
Meaning, Types of Risk–Systematic and Unsystematic Risk, Measurement of Beta, Standard
Deviation, Variance. Risk - types and measurement, Fundamental Analysis vs. Technical analysis,
Efficient Market Hypothesis & its implications to investors. Equity & Preference shares valuation
and analysis of different models. Bonds: Characteristics, valuation, risk & return, Bond Price &
interest rate relationship, bond duration.

UNIT III
Portfolio analysis: portfolio risk and return, Markowitz portfolio model: risk and return for 2 asset
portfolios, concept of efficient frontier & optimum portfolio. Factors Affecting Investment
Decisions in Portfolio Management, Portfolio Strategy Mix.

UNIT IV
Dow Jones Theory and Elloit Wave Theory. Concept of CAPM Model, Assumptions of CAPM,
CAPM Equation, Capital Market Line, Security Market Line. Meaning of Portfolio Evaluation,
Sharpe’s Ratio (Basic Problems), Treynor’s Ratio (Basic Problems), Jensen’s Differential Returns
(Basic Problems).

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Course Outcome: The aim of this course is to provide a conceptual framework for analysis from
an investor’s perspective of maximizing return on investment along with providing a sound
theoretical base with examples and references related to the Indian financial system.

References:

1. Bodie, Z., Kane, A., Marcus, A. J. & Mohanty, P. (2019). Investments, McGraw-Hill
Education, 11th Edition.
2. Ahmed, S & Mishra, R.K. (2024), Insurance and Risk Management, Alpha International
Publication.
3. Chandra, P. (2017). Investment Analysis and Portfolio Management, McGraw-Hill
Education, 5th Edition.
4. Elton, E. J., Gruber, M. J., Brown, S. J. & Goetzmann, W. N. (2010). Modern Portfolio
Theory and Investment Analysis. USA, John Wiley & Sons, 8th Edition.
5. Tripathi, Vanita (2019), Security Analysis and Portfolio Management, Taxmann Publication.
6. Reilly, F. K., Brown, K. C. & Leeds, S. J (2018). Investment Analysis & Portfolio
Management, Cengage Learning, 11th Edition.

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P29B: TALENT MANAGEMENT & HRIS Total Session: 40

Course Objective

To familiarize the Students with Talent Management. To help them understand the Acquisition,
Retention, Development and Compensation practices. To enhance understanding of the talent
Management practices. The course will help students learn HRIS, its need, implications and key
issues.

UNIT I
Talent Management: Introduction, Overview, History, Scope and Need of Talent Management,
Key Processes of Talent Management, Talent vs. Knowledge People, Source of Talent
Management, Consequences of Failure in Managing Talent, Tools for Managing Talent

UNIT II
Talent Planning: Objectives, steps in Talent Planning, Succession Planning Program,
Developing a Career strategy, Career Life- cycle, Innovative talent planning, Current Industry
Practices for Talent Planning. Coaching and Mentoring as Career Development Tools.

UNIT III
Talent Management and HRIS: How is HRIS helpful in Talent Management. Database
Concepts and Applications in HRIS, Assessing Organizational Needs for HRIS. HR
Administration and e-HRM,

UNIT IV
Database Concepts and Applications in Human Resource Information Systems: Data,
Information, and Knowledge Database Management Systems. HRIS Training and
Development, HRIS Performance Management and Rewards Administration, HRIS Metrics
and Workforce Analytics

Course outcome

Students will be able to understand and articulate advanced concepts of human resource
placements within organisation. Apply talent positioning within the subsidiaries and business
units.

References:
th
1. Michael Armstrong (2020); A Handbook of HRM Practice; Kogan Page; 15 Edition.
2. Pareek, Udai and Lynton, Rolf, P. (2011); Training for Development; 3rd Edition.
3. Kavanagh MJ . T Mohan , Johnson R D. (2011) Human Resource Information Systems
Basics,Applications, and Future Directions, Sage publication, 2nd Edition.
4. Badgi S M (2012), Practical Guide to Human Resource Management Systems,PHI
publication.

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P29C: CONSUMER BEHAVIOUR Total Session: 40

Course Objectives

 To comprehensively understand the definition, nature, characteristics, and scope of

consumer behaviour and its relevance to marketing decisions.
 To examine both internal and external determinants of consumer behaviour, including
motivation, personality, perception, learning, culture, social class, and family influences.
 To understand consumer decision-making, including problem recognition, information
search, alternative evaluation, and purchase decisions.

UNIT I
Consumer Behaviour: Definition, Nature, characteristics, Scope, Relevance & Application;
Importanceof consumer behaviour in marketing decisions; Consumer Vs Industrial Buying
Behaviour and MarketSegmentation and Bases for Market Segmentation.

UNIT II
Determinants of Consumer Behaviour: Role of Motivation; Personality and Self Concept;
Attention andPerception; Consumer Learning; Consumer Attitudes- Formation and Change;
Consumer Values and Lifestyles External Determinants of Consumer Behaviour: Influence of
Culture and Sub Culture; SocialClass; Reference Groups and Family Influences.

UNIT III
Consumer Decision Making Process: Problem Recognition- methods of problem solving; pre-
purchase search influences- information search; alternative evaluation and selection; outlet
selection and purchase decision (compensatory decision rule, conjunctive decision, rule,
Lexicographic rule, affect referral, disjunctive rule).

UNIT IV
Post Purchase Behaviour; Situational Influences; Cognitive Dissonance Diffusion of
Innovation:Definition of innovation, product characteristics influencing diffusion, resistance to
innovation, adoption process. Consumer Involvement: Role of Consumer Involvement;
Customer Satisfaction; Consumer behaviour in Marketing Strategy, Technology’s impact on
Consumers.
Course outcome
The course of Consumer Behaviour aims at enabling students to understand the process of
consumer behaviour, issues and dimensions, various internal and external factors that influence
consumer behaviour and to apply this understanding to the development of marketing strategy.

References:
1. Leon G. Schiffman& Leslie Lazar Kanuk, (2019), Consumer Behavior; pearson publication
2. Michael R. Solomon, (2017), Consumer Behavior , Tata McGrawhill
3. David L. Loudon & Albert J. Della Bitta, (1988), Consumer Behavior
4. Wayne D. Hoyer; Deborah J. MacInnis and PinakiDasgupta, (2010), Consumer Behavior
5. Seth Jagdish, Jain Varsha, Don E. Schultz; (2019), Consumer BehaviorA Digital Native,
PearsonPublication
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B.B.A. Honours
with Research

B.B.A.
Year 4th (Semester 7+8)

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P30: OPERATIONS RESEARCH Total Session: 40

Course Objectives:

 To understand the significance and application of operations research in decision making

 To understand the concept of LPP and its solution through graphical and simplex methods.
 To understand game theory and its application in formulating business strategies.
 To understand transportation and assignment models, and its application in business
decision making.

UNIT I
Introduction, advent & scope of operations research techniques their fields of specialized
applications along with an overview of different techniques.

Linear Programming: Introduction, formulation & solution of simple linear programming

problem through graphical & simplex method.

UNIT II
Game theory: Introduction, definitions, Two-person zero sum game pay off matrix, Pure
strategies; games with saddle point, The rule of dominance, Mixed strategies; games without
saddle point.

UNIT III
Transportation problem: Methods for finding initial solution, North West corner method;
Least cost method; Vogel’s approximation method, Optimality test, Stepping stone method;
Modified distribution method (MODI)

UNIT IV
Assignment Problem: Introduction & mathematical models for assignment. Hungarian
method of assignment problem, special cases in assignment problems: maximization case in
assignment problem and prohibited assignment, unbalanced assignment problem.

Course outcome: The basic objectives of this course is to impart knowledge of different
quantitative models & operations research techniques used in business decisions and
management.

References:

1. Kapoor, V.K. & Kapoor Sumant (2014): Operations Research, Sultan Chand & Sons,
2. Sharma, J.K (2012), Operations Research: Theory and Application, MACIN, 5thEdition
3. Taha, Hamdy A. (2007) Operations Research, An Introduction, Pearson Education, 8th
edition
4. Chawla K.K., Gupta V., Sharma BK, (2014) Operations Research (QuantitativeAnalysis
for Management), Kalyani Publishers
5. Hira D. S., Gupta Prem Kumar (1976), Operation Research, S. Chand

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P31: PROJECT MANAGEMENT Total Session: 40

Course Objective

 Study organisations, their management and the changing external context in which they
operate.
 Develop the ability to apply knowledge and understanding of business and management to
complex or difficult to improve business and management practice.
 Develop practical foundation in project management (PM) concepts, methods and
techniques.
 Develop leadership and management skills of handling the projects.
 Develop lifelong learning skills, including learning of social cost benefit analysis of the
projects and its proper implementation in this competitive world.

UNIT I

Definitions and Characteristics of Project, Scope of Project Management, Types of Projects,

Project Life Cycle, Project Management Process: Introduction, Tools & Techniques of Project
Management, Entrepreneurial Skills, Market & demand analysis, Collection of Primary &
Secondary information, Demand forecasting, Market planning.

UNIT II

Technical Analysis, Manufacturing process / technology, Material inputs & utilities, Product
Mix, Plant Capacity, Location and site, Machinery & Equipment, Structures & Civil work,
Environmental aspects, Project Charts & Layouts, Project Time Lines.

UNIT III

Project appraisal Cost benefit analysis (Cash flow projections), Financial evaluation: Capital
budgeting techniques-discounted and non-discounted, Project rating index, critical
examination of evaluation techniques, Economic, commercial, social cost benefit analysis in
public and private sectors, investment criteria and choice of technique, Treatment of risk and
uncertainty—types and risk measuring techniques, risk sensitivity analysis, probability
approach single as well multiple projects, allocation of limited capital

UNIT I V
Project Implementation: Forms of project organization, Project control & control charts,
Human aspects of project management, Prerequisites for a successful project implementation,
Introduction to project network & determination of critical path, Preparation of comprehensive
project report, Project Termination-Types and process.

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Course outcome
Students will be able to understand the characteristics of Project and Project Management
Knowledge. The students will understand the managerial process along with toolsand techniques
used in Project management Knowledge. Students will understand the scheduling and
monitoring process in Project.

References:
1. Marwah, Sanjiv (2011), Project Management, Dreamtech Press, 1st Edition
2. Chandra, Prasanna (2019), Projects: Planning, Analysis, Selection, Financing,
Implementation and Review, McGraw-Hill, 9th Edition.
3. Gopalan, M.R. (2014), Project Management Core Textbook, Wiley, 2nd Indian Edition.
4. Shukla, M. B. (2007), Entrepreneurship and Small Business Management, KitabMahal,
1st Edition

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P32: BUSINESS ANALYTICS Total Session: 40

Course Objectives:
To provide students with a comprehensive understanding of Business Analytics and its
differentiation from Business Intelligence and Data Mining, and to introduce practical applications
of Big Data, descriptive, predictive, and prescriptive analytics techniques.

Unit I
Introduction to Business Analytics: Definition of Business Analytics, Difference between
Business Analytics, Business Intelligence and Data Mining, Business Analytics in practice, Big
Data - Overview of using Data, Types of Data.

Unit II
Descriptive Analytics: Overview of Description Statistics, Data Visualization, Visualization
Techniques – Tables, Cross Tabulations, Advanced Charts, Data Dashboards using Advanced MS-
Excel.

Unit III
Predictive Analytics: Trend Lines, Regression Analysis, forecasting Techniques, Data Mining –
Definition and approaches, Data mining for business, Classification, Association, Clustering.

Unit IV
Prescriptive Analytics: Overview of Linear Optimization, Decision Analysis – decision analysis
with and without outcome probabilities. Introduction to simulation, Contemporary Analytics.

Course Outcomes

Students will understand key concepts in Business Analytics, perform descriptive analytics using
MS-Excel, apply predictive analytics techniques, and utilize prescriptive analytics for decision-
making, including linear optimization, decision analysis, and contemporary analytics methods.

References:

1. Sharda, Delen & Turban, Business Intelligence, Analytics and Data Science, Pearson.
2. Jefferey D. Camm, Business Analytics, Cengage.
3. James Evans, Business Analytics, Pearson.
4. Albright & Winston, Business Analytics, Cengage.

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P33: SERVICE & INDUSTRIAL MARKETING Total Session: 40

Course Objective
Though marketing at fundamental level remains the same but the nuances, dynamics,
applications and emphasis differ from one specialisation to another. From basic 4 P’s, services
require 3 more, similarly the industrial buying behaviour, the gestation, process and evaluation
differ from that of FMCG or durables. This course strives to equip the learners in the peculiarities
of the subject, inculcate a deeper understanding of the subject and the ability to apply the
principles, tools, frameworks in a given situation of services or industrial marketing scenario.

UNIT I
Marketing of Services: Nature, scope, conceptual framework and special characteristics of
services. Classification of Services. Technological development in services marketing,
Consumer Involvement in Services Processes. The environment of Industrial Marketing,
Industrial Marketing Perspective. Dimensions of Organizational Buying, Organizational
Buying Behaviour, Access marketing opportunities, Industrial Marketing Planning

UNIT II
Managing the Industrial Product Line, Industrial Marketing Channels: Channel Participation,
Industrial Marketing Channels. Advertising and Sales Promotions, Managing the industrial
advertising effort, supplementary promotion tools, personal selling, models for industrial sales
force management.

UNIT III
Role of Marketing in Services organizations, Research Application for Services Marketing.
Internal marketing concept in the area of services marketing. Targeting consumers, Creating
Value in competitive markets, positioning a service in market place managing relationships and
building loyalties.

UNIT IV
Marketing of financial Services, Marketing of educational and Consultancy Services,
Marketing of Hospitality and Tourism Services, Marketing of Health and Insurance Services.

Course outcome
To provide in- depth understanding of nature, peculiarities and demands onservice provider for
effective design of marketing strategies for a service business. To developing an understanding
of issues involved in marketing of industrial products.

References:
1. Kamal.,Y (2024), Marketing Management, NRBC.
2. Webster, F.E., (2007) Industrial Marketing Strategy: Pearson
3. Helen Woodruffe, (2011) Services Marketing: Peason
4. Zieeithaml Valarie, Parasuraman A. and Leonard L. Berry(2001) Delivering Quality
Services: PHI

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P34A: FINANCIAL INSTITUTIONS Total Sessions: 40

Course Objective
The course aims to provide an insight into the financial system and the significance of financial
institutions in the smooth flow of funds. It will also provide the basic framework for the students
to understand the working of banks and NBGCs.

UNIT I
Introduction to Financial Institutions
Introduction to Financial Institutions, Financial System, Classification of Financial Institutions,
Nature and role of Financial institutions, Functions of Financial Institutions

UNIT II
Regulatory Structure of Financial Institutions
Regulatory structure of financial institutions: SEBI and RBI: Powers, Role and Functions. Roleof
IRDAI

UNIT III
Management of Commercial Banks
Objectives, Functions &Organizational setup, Management of deposits, Mobilisation of Funds,
Management of cash position & liquidity, Nature & functions of primary & secondary reserves,
Considerations influencing reserves, Management of loan, advance & other investments
Management of income, Prudential norms. Asset-Liability management in Commercial Banks.

UNIT IV
Management of Non-Banking Financial Institutions
Concept, Objectives, Nature, Function & Promotional role of NBFI, Management of funds,
changing role of NBFI in present environment, Policies & practices regarding mobilization &
management of funds in NBFCs, their performance. Types & functions of Mutual funds, their
legal & accounting aspects, Investment & marketing Strategies of mutual funds, performance
review of mutual funds currently in India.

Course outcome
To provide in- depth understanding of nature and functions of various financialmarkets,
institutions and instruments.

References:
1. Ahmed, S & Mishra, R.K. (2024), Insurance and Risk Management, Alpha International
Publication.
2. Pathak, Bharti V. (2018), Indian Financial System, Pearson Education, New Delhi, 5th
Edition
3. Bhole, M.K (2017), Financial Institutions and Markets, McGraw Hill Education, 6thEdition.
4. Srivastava, R.M. & Nigam, Divya (2010), Management of Indian FinancialInstitutions,
Himalaya Publishing.

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P34B: PERFORMANCE & COMPENSATION MANAGEMENT Total Session-40

Course Objective
This course provides students with a comprehensive understanding of performance management,
encompassing the concept's application, various performance appraisal methods and their
effectiveness, the significance of performance feedback and counselling, elements of executive
compensation and how job roles are evaluated for appropriate compensation levels, insight into
incentive systems and non-monetary rewards, and an appreciation for the global dimensions of
performance appraisal and compensation.

UNIT I
Introduction to Performance Management, Objectives of Performance Management, Aligning
Performance Management with organizational strategy, Performance planning process,
Documentation of Performance Appraisal, Performance Dimensions, Defining and identifying
performance indices: KPAs/ KPIs and KRAs; Methods of performance appraisal, Errors in rating

UNIT II
Analyzing and Assessing Performance, The Appraisal Interview, Performance Feedback,
Technology in Performance Management, Performance Management and Reward Systems,
Performance Coaching, Mentoring, and Counselling, Characteristics of a High-Performance Work
System (HPWS), e-PMS/Performance Information System, International Aspects of Performance
Management, Performance measurement metrics, Appraisal forms, Performance review
discussion

UNIT III
Introduction to Job Evaluation, Evolution of compensation practices, Understanding Company
wage structure, Wages regulation in India, Legal framework and pay systems, Regulations such as
wage boards, pay commissions, and dearness allowances, Special compensation scenarios suchas
international compensation management and expatriate pay.

UNIT IV
Understanding Performance-Based Compensation Systems, Gain Sharing and Incentive Plans,
Designing effective incentive plans, Supplementary benefits and incentives, Incentive practices in
Indian industry, Enterprise Incentive Plan – Profit Sharing Plan, ESOPs, Compensation
Management in Multi-National organisations.

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Course Outcome
Upon completion of this course, students will be able to demonstrate a comprehensive
understanding of optimizing employee performance and aligning compensation strategies with
organizational objectives.

References:

1. Rao, T.V. Performance Management and appraisal Systems, Sage publication.

2. Michael Armstrong, Armstrong’s Handbook of Performance Management: An Evidence-
Based Guide to Delivering High Performance, 6th ed., Kogan Page.
3. Richard.I. Henderson, COMPENSATION MANAGEMENT IN A KNOWLEDGE BASED
WORLD, Prentice Hall India, New Delhi.

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P34C: RETAIL & RURAL MARKETING Total Sessions: 40

Course Objective

To provide a comprehensive understanding of retailing, including the retailing mix, different

formats, and the forces influencing the retail sector. To explore merchandise planning, supply
chain management, and the role of IT in enhancing retail operations. To understand the nature,
scope, and environment of rural marketing, including the classification of rural markets and the
characteristics of rural consumers

UNIT I
Introduction, Retailing Mix-Sales forces, Economic forces, technological force, competitive
forces, Structure and Different formats of Retailing Introduction, Retailing Mix-Sales forces,
Economic forces, technological force, competitive forces, Structure and Different formats of
Retailing.

UNIT II
Merchandize planning, Stock turns, Credit Management. Retail promotions, Staying ahead of
competition, Supply Chain Management, Warehousing, Role of IT in SCM. Franchising Direct
Marketing, Exclusive Shops, Destination Stores, Chain Stores, Discount Stores another current
and emerging formats-Issues and options, Retail Equity, Technology in Retailing.

UNIT III
Conceptualization, Nature and Scope of rural marketing, growth of rural markets and
opportunities, rural market environment. Classification of rural markets, characteristics of rural
consumers, problems, difficulties and challenges in rural marketing.

UNIT IV
Marketing of agricultural produces, regulated markets, dairying, marketing of rural industrial
products, handicrafts, crafts/ artisans products, Cooperative marketing. Marketing of FMCGs,
Marketing of Consumer durables in rural area, managing rural marketing mix, rural marketing
strategies

Course outcome
To equip students with the necessary skills required for handing the various functions
connected with retail operations. To familiarise the students with the concepts, tools &
techniques useful to a manager in the field of rural marketing.

References:

1. Kamal. Y, (2024), Marketing Management, NRBC.

2. Diamond Allen, (2000) Fashion Retailing, Delmar Pub.
3. Drake, Mary Francis, J.H.Spoone and H. Greenwald (1999) Retail Fashion, Promotionand
Advertising,Macmillian, New York
4. Gopalaswamy, T.P. (2011) – Rural Marketing, Wheeler.

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SEMESTER-VIII
P35: RESEARCH METHODOLOGY Total Sessions: 40

Course Objective
 To understand fundamentals of research, its types and design.
 To understand the objectives and practical application of research.
 To understand the research process, data collection, sampling, measurement and scaling, and
data analysis techniques.

UNIT I
Introduction: Meaning, Definition and Characteristic Features of Research, Objectives and Types
of Research, Research Process; Research Design – Features of a Good Research Design,
Exploratory and Descriptive/Diagnostic/Causal Research Designs. Defining and Formulating
Research Problem, Review of Literature, Research Gap and Formulation of Research Objectives.

UNIT II
Data Collection: Sources of Data – Primary & Secondary Data, Methods of Data Collection,
Questionnaire Design. Measurement and Scaling: Levels of Measurement – Nominal, Ordinal,
Interval and Ratio Scale, Comparative and Non-Comparative Rating Scales, Attitude
Measurement, Consensus Approach – Thurstone Scale, and Item Analysis Approach – Likert Type
Scale.

UNIT III
Sampling: Census and Sample, Significance of Sampling, Sample Design, Sampling Techniques
– Probability and Non-Probability Sampling, Errors in Sampling – Sampling and Non-Sampling
Errors.
Data Analysis and Interpretation: Data Preparation, Classification of Data, Tabular & Graphical
Representation of Data. Introduction to Hypothesis Testing. Data Analysis – Introduction to
Descriptive and Inferential Techniques, Statistical Software for Data Analysis.

UNIT IV
Research Report: Importance, Types, Layout of Research Report, Steps in Report Writing. In-
Text Citations, References and Bibliography, Appendices and Annexures. Ethical Issues in
Research and Plagiarism. Emerging Trends in Business Research.

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Course Outcome
After completion of the course students will develop understanding on various research and its
types, objectives of doing research, research process, research designs, data collection, sampling,
measurement and scaling techniques. The course is designed to develop basic understanding of
quantitative data analysis.

References:
1. Kothari, C. R. and Garg, G. (2023). Research Methodology: Methods and Techniques. New
Age International Publishers,
2. Satyabhushan, D. and Malhotra, N. K. (2015) Marketing Research: An Applied Orientation.
Pearson.
3. Bajpai, N. (2011) Business Research Methods. Pearson.
4. Cooper, D. R., and Schindler, P. S. (2015). Business Research Methods. Mcgraw-Hill
Education.

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P36: TERM PAPER (04 CREDIT)

MAJOR

RESEARCH PROJECT / DISSERTATION

(12 CREDIT)

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