Veer Narmad South Gujarat University

301 – Entrepreneurship Development

Second Year BBA(Semester3) With Effect from June 2020

Objective of the course:

This course provides students with a solid introduction to the entrepreneurial process of
creating new businesses, 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 entrepreneurialbusinesses.

Teaching Pedagogy:

Lectures, Guest Lectures, Case Study, Presentations, Group Assignments

Unit-1EntrepreneurialManagement (20%)

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

Idea Generation, Identifying opportunities and Evaluation; Building the Team / Leadership;
Strategic planning for business; Steps in strategic planning, Forms of ownership – Sole
proprietorship; partnership; limited liability partnership and corporation form of ownership;
advantages/disadvantages, Franchising; advantages/disadvantages of franchising; types of
franchise arrangements; franchise contracts; franchise evaluation checklist, Financing
entrepreneurial ventures; Managing growth; Valuation of a new company; Harvesting and Exit
Strategies; Corporate Entrepreneurship

Unit-2 Entrepreneurship, CreativityandInnovation (20%)

Stimulating Creativity; Organizational actions that enhance / hinder creativity, Managerial

responsibilities, Creative Teams; Sources of Innovation in Business; Managing Organizations
for Innovation and Positive Creativity

Unit-3SocialEntrepreneurship (20%)

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

Innovation and Entrepreneurship in a Social Context; Start-Up and Early Stage Venture Issues
in creating and Sustaining a Non-profits Organization; Financing and Risks; Business Strategies
and Scalingup
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Unit-4 Family BusinessandEntrepreneurship (20%)

The Entrepreneur; Role and personality; Family Business: Concept, structure and kinds of
family firms; Culture and evolution of family firm; Managing Business, family and
shareholder relationships; Conflict and conflict resolution in family firms; Managing
Leadership, succession and continuity; women's issues in the family business;
Encouraging change in the family business system

Unit-5 Financing theEntrepreneurialBusiness (20%)

Arrangement of funds; Traditional sources of financing, Loan syndication, Consortium

finance, role played by commercial banks, appraisal of loan applications by financial
institutions, Venture capital

Suggested Readings
· Burns,P.(2001).Entrepreneurshipandsmallbusiness.NewJersey:Palgrave.
· Drucker, P. F. (2006). Innovation and entrepreneurship: Practice and
principles. USA:Elsevier.
· Gersick, K.E., Davis, J.A., Hampton, M.M., &Lansberg, I. (1997) Generation to
generation: Life cycles of the family business. Boston: Harvard Business
School Press.
· Hisrich, R., & Peters, M. (2002). Entrepreneurship. New Delhi: Tata McGrawHill.
· Holt, D. H. (2004). Entrepreneurship new venture creation. New Delhi:
Prentice Hall ofIndia.
· Kaplan, J. (2004). Patterns of entrepreneurship.Wiley.
· Khandwalla, P.(2003). Corporate creativity. New Delhi: Tata Mc.GrawHill.
· Mullins, J. (2004). New business road test. New Delhi:PrenticeHall.
· Nicholls,A.(Ed.).(2006).Socialentrepreneurshipnewmodelsofsustainable
social change. OxfordUniversityPress.
· Prahalad,C. K. (2006). Fortune at the bottom of the pyramid ,eradicating
poverty through profits. WhartonschoolPublishing.
· Scarborough &Zimmerer, Effective SmallBusinessManagement
· Stevenson, H. (Ed.). (2007). Perspective on entrepreneurship.
Boston:Harvard BusinessPress.

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 Veer Narmad South Gujarat University
302 – Business Start-ups and Innovation
Second Year BBA(Semester3) With Effect from June2020

Objectives of the course:

· To make students aware about the basic steps and tasks required to start up a
business and for the creation of a new venture – idea tolaunch
· To introduce future managers/entrepreneurs towards various ways to generate
innovative ideas inbusiness

Teaching Pedagogy

Lectures, Guest Lectures, Case Study, Presentations, Group Assignments

Course Content:

Unit 1: Location of an Enterprise and Steps for Starting aSmallEnterprise (25%)

Introduction, need for enterprise location, Importance of enterprise location, steps in

enterprise location, Factors affecting location of enterprise, Selecting general area, Selection
of most economic site. Selection of a small scale enterprise, starting a small scale enterprise,
objective, registration of small scale enterprise, Infrastructure, Machinery, Raw Materials,
Finance, Marketing, Incentives.

Unit 2: Selection of Types of Ownership Organisation and Incentives and Subsidies (25%)

· Introduction to ownership organisation, Sole Proprietorship – Meaning, Merits &

Limitations, Partnership Organisation – Meaning , basic features, Advantages of
partnership organisation, disadvantage, Joint stock company – Meaning, Salient
Features, Its advantages and disadvantages, Cooperatives – Meaning, Advantages
Anddisadvantages.
· Meaning of Incentives, Subsidy, Controversies on the efficiency of incentives and
Subsidies, Need for Incentives, Schemes of Incentives and Subsidies in operations,
advantages of Incentives and subsidies, Problem of incentives and subsidies, Idea of
State and Central Government Scheme (as per currentbudget)

Unit 3: Innovations within FirmsandIncubation (25%)

Introduction to Innovation Management, Innovation–meaning, types of innovation, Sources

of Innovation, Models of innovation, Innovation as a management process, Managing
innovation within firms, Organizational characteristics that facilitate the innovation process,
Organizational structures and innovation, Role of individual in innovation process,

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Establishing an innovative environment, Role of IT systems and their impact on innovation.
Public and Private Incubation, History of business Incubators

Unit 4: Open Innovation andTechnologyTransfer (25%)

Introduction to open innovation and technology transfer, dominant economic perspective,

Technology Transfer, Process and model soft technology transfer, Limitations and barriers to
technology transfer, NIH syndrome, Internal organizational factors and inward technology
transfer, Identifying external technology, Managing the inward transfer of technology.

Suggested Readings:

· Narayana R., (2011), Entrepreneurship, Third Edition, Cengage Learning India Pvt.
Ltd, NewDelhi.
· Paul T., (2010), Innovation Management and New Product Development, Fourth
Edition, Pearson India Education Services Pvt.Ltd.
· Vasant Desai, The Dynamics of Entrepreneurial Development And Management
Entrepreneur, Planning For Future Sustainable Growth, Himalaya PublishingHouse
· A Sahay, V Sharma, Entrepreneurship and New Venture Creation, ExcelBooks

For More Reading:

· Shlomo M., Seshadri D V R, (2012), Innovation Management: Strategies, Concepts and

Tools for Growth and Profit, Sage Publication, NewDelhi.
· Allan A., (2003), Innovation Management: Strategies, Implementation and Profits,
Oxford University Press, NewDelhi.
· Online resource For; Latest scheme of central Govt. -https://msme.gov.in/all-schemes
· Latest Scheme of State Govt. -https://ic.gujarat.gov.in/msme-small.aspx

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 Veer Narmad South Gujarat University
303 – Banking, Insurance & Financial Services
Second Year BBA(Semester3) With Effect from June2020

Objective of the course

· To equip students to the complex structure of the Banking, insurance and few
FinancialServicesSectorandenablethemtotakefinancialservicesavailable in
judiciousmanner

Teaching Pedagogy

Lectures, Guest Lectures, Seminars, Field Visit, Presentations, Audio Visual Material

Unit 1: IntroductiontoBanking (25%)

Basics of Banking: Basic Concepts in Banking - Banker-Customer Relationships – Know Your

Customer Guidelines - Negotiable instruments – Bankers’ Duties and Responsibilities - Types
of Customers & Various Types of Accounts - Deposit Products – Services Rendered by Banks
- Principles of Lending - Approach to Lending & Steps in Lending - Credit Management &
Credit Monitoring - Recovery & Modes of Recovery and Management of Non-Performing
Assets - Basics of Risk Management in Banks

Unit2:E-Banking (25%)

Electronic Banking: Current Trends and Role ofinformation& Communication Technology in

Banking - Core Banking Solutions vis-a-vis Traditional Banking - Banking Technology –
Alternate Delivery Channels – ATMs, Credit/Debit Cards/Mobile Banking / Internet Banking
etc - Electronic Funds Transfers – Real Time Gross Settlements (RTGS) & National Electronic
Funds Transfer (NEFT) - IT Security in Banks.

Unit 3:InsuranceServices (25%)

Insurance: Meaning – Nature and Importance, Insurance Regulation: IRDA Regulations –

Insurance Contract – Agent Norms.

Life Insurance: Life Insurance - Definitions of Life Insurance, Advantages of Life Insurance,
Essential Features of Life Insurance, Brief Introduction of Whole life policy and endowment
policy, procedure for the settlement of claims, nomination and assignment, annuity,
Mediclaim policy.

General Insurance: Concepts of Marine Insurance – Fire Insurance – Automobile Insurance –

Home Insurance – Medical Insurance – Social Security Insurance.

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Unit 4:MutualFundsAnd Other Services (25%)

Mutual Funds: Introduction, Types of mutual funds, Organization of mutual funds,

Regulation of Mutual Funds: Brief introduction to SEBI guidelines

Leasing and Hire Purchase: concepts of leasing, types of leasing – financial & operating
lease, direct lease and sales & lease back, single investor lease and leveraged lease,
Domestic lease and International lease. Hire purchase: concept, legal aspects of HP, financial
evaluation – the hirer’sview.

Venture Capital: Concept, history and evolution of VC, the venture investment process,
various steps in venture financing, incubation financing.

Suggested Readings:

1. Bhattacharya, H., Banking Strategy, Credit Appraisal and Lending Decisions, 2nd Edition,
Oxford University Press,2011.
2. Heffernan, S., Modern Banking, John Wiley and Sons,2005.
3. Imam, A., Principles and Practice of Life Insurance in India, Anmol Publisher,2011.
4. Indian Institute of Banking and Finance, Principles and Practices of Banking, 2nd Edition,
Macmillan India Ltd.,2012.
5. Maheshwari, S. N. and Maheshwari, S.K., Banking Law and Practice, Kalyani Publishers,
2005.
6. Mittal, R.K, Saini, A.K. and Dhingra, S., Emerging Trends in the Banking Sector, Macmillan
Publishers India,2008.
7. Muraleedharan, Modern Banking: Theory and Practice, PHI Learning,2009.
8. Rose P. and Hudgins, S., Bank Management and Financial Services, 7th Edition, Tata
McGraw-Hill,2010.
9. Suresh, P. and Paul, J., Management of Banking and Financial Services, 2nd Edition,
Pearson,2010.
10. Tripathy, M., Mishra, S. and Mishra, K.C., General Insurance Business Operations and
Decision Making, Cengage Learning,2009.
11. Varshney, P.N., Banking Law and Practice, Sultan Chand and Sons,2009.
12. Insurance Principles and Practice, byR.S.Sharma
13. Insurance Principles, Practice and Registration, by M.K.Ghosh& A. N.Agrawal
14. Indian Mutual Funds Handbook 5th Edition: A Guide for Industry Professionals and
Intelligent Investors by SundarSankaran(Author),2018

For Hire, Purchase and Venture Capital: M Y Khan: Financial Services (TMH)

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 Veer Narmad South Gujarat University
304–Marketing Management
Second Year BBA(Semester3) With Effect from June2020

Objective of the course:

· To familiarize students with the marketing function in organizations. It shall equip

the students with understanding of the Marketing Mixelements.
· To sensitize certain emerging issues in Marketing. The course shall use and focus on
Indian experiences, approaches andcases.

Pedagogy

Lectures, Power Point Presentation, Discussion, and case study

Course Content

Unit 1 IntroductionofMarketing (25%)

Nature, Scope and Importance of Marketing, Evolution of Marketing; Core marketing

concepts; Company orientation - Production concept, Product concept, Selling concept,
Marketing concept, Holistic marketing concept. Marketing Environment: Demographic,
economic, political, legal, socio cultural, technological environment (Indian context),
Segmentation, Levels of Market Segmentation, Basis for Segmenting Consumer Markets,
Targeting and Positioning Variables

Unit 2:BuyingBehaviour (25%)

A) Consumer Buying Behaviour: Meaning, Factors affecting consumer behaviour, buying

behaviour process (five steps).

(B) Industrial Buying Behaviour: Meaning, Difference between Consumer markets Vs.
Industrialmarket,FactorsaffectingIndustrialbuying,Buyingbehaviourprocess(eightsteps)

Unit 3:MarketingMix (30%)

Product Decisions: Definition, Product Classification, Product Line Decision, Product Mix
Decision, Concept of Product Life Cycle (PLC), PLC marketing strategies, Packaging
&Labelling.

Pricing Decisions: Determinants of Price, Pricing Methods (Non-mathematical treatment),

Discriminatory pricing

Promotion Mix: Promotional Mix Tools, Developing effective communication (eight Steps)

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Place (Marketing Channels): Channel functions, Channel Levels, Types of Intermediaries:
Types of Retailers& Their Marketing Decisions, Wholesalers& Their Functions, Marketing-
Logistics Decisions.

Unit 4: Introduction toDigitalMarketing (20%)

Evolution of Digital Marketing from traditional to modern era, Role of Internet, Emergence
of digital marketing as a tool, Drivers of the new marketing environment, Digital marketing
strategy, P.O.E.M. framework, Digital landscape, Digital marketing plan, Digital marketing
models, Introduction to social media marketing, penetration & characteristics.

Suggested Readings:

1. Kotler, P. & Keller, K. L., Marketing Management,Pearson.

2. Kotler, P., Armstrong, G., Agnihotri, P. Y., Principles of Marketing: A South Asian
Perspective,Pearson.
3. Ramaswamy,V.S. & Namakumari, S., Marketing Management, Global
Perspective-Indian Context, Macmillan Publishers IndiaLimited.
4. Zikmund, W.G. & D’ Amico, M., Marketing Management, Ohio South-Western
CollegePublishing.
5. Seema Gupta, Digital Marketing, McGraw Hill, 1stEdition -2017
6. Ian Dodson, The Art of Digital Marketing, Wiley India, LatestEdition
7. Puneet Singh Bhatia, Fundamentals of Digital Marketing, Pearson 1stEdition -
2017
8. VandanaAhuja, Digital Marketing Oxford University, Press LatestEdition
9. Philip Kotler, Marketing 4.0, Moving from Traditional to Digital, Wiley2017
10. Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay, Mary Lou
Roberts, Social Media Marketing, A Strategic Approach, Cengage, LatestEdition
11. Online resource for Digital Marketing:SWAYAM

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 Veer Narmad South Gujarat University
305–Financial Management
Second Year BBA(Semester3) With Effect from June2020

Objective of the course:

· To acquaint students with the techniques of financial management and their

applications for business decisionmaking.

Pedagogy

Lectures, Numerical, Power Point Presentation, Discussion, and corporate case study

Course Content

Unit 1 Introduction ofFinancialManagement (25%)

Meaning and Nature of Financial Management (FM), Finance and related disciplines, Scope
of Financial Management, Goals of FM: Profit Maximization, Wealth Maximization -
Traditional and Modern Approach, Functions of finance – Finance Decision, Investment
Decision, Dividend Decision and Liquidity Decision, Roles of a finance manager, Concept of
Time Value of Money: why people value money today?, concept of present value, future
value (Lump sum, simple annuity and growing annuity)

Unit 2: Long TermInvestmentDecision (30%)

Capital Budgeting –Nature and meaning of capital budgeting, Principles and Techniques,
Estimation of relevant cash flows and terminal value, Evaluation techniques - Accounting
Rate of Return, Net Present Value, Internal Rate of Return, Net Terminal Value, Profitably
Index Method and Pay Back Period.

Unit 3: Dividend PolicyandLeverage (20%)

The irrelevance of dividends: General, MM hypothesis, Relevance of dividends: Walter's

model, Gordon's model, types of dividend dates – Ex date, due date, announcement date,
Overview on effect of dividend announcement on stock prices, Leverage Analysis: Operating
and Financial Leverage, Combined leverage.

Unit 4: Introduction toDigitalMarketing (25%)

Working Capital Management: Meaning, factors affecting working capital, Operating cycle
and cash cycle, determination of working capital requirement

Management of Cash - Preparation of Cash Budgets (Receipts and Payment Method only),
Cash management technique.
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Receivables Management – Objectives, Credit Policy, Cash Discount, Debtors Outstanding
and Ageing Analysis, Costs - Collection Cost, Capital Cost, Default Cost, Delinquency Cost.

Suggested Readings:

· M.Y. Khan & P.K. Jain, Financial Management - Text Problem and Cases, Tata
McGraw Hill Publishing Co.Ltd.
· I. M. Pandey: Financial Management - Theory and Practices, Vikas PublishingHouse.
· R. P. Rustogi, Financial Management - Theory Concepts and Practices, Taxmann
Publication.
· R.A. Brealey, S.C. Myers, F. Allen& P. Mohanty, Principles of Corporate Finance,
McGraw Hill HigherEducation
· J.V. Horne & J.M. Wachowicz, Fundamentals of Financial Management, PrenticeHall

Page 46 of 102
 Veer Narmad South Gujarat University
306 – Human Resource Management
Second Year BBA(Semester3) With Effect from June2020

Objective of the course:

The objective of this course is to help the students to develop an understanding of the
concept & techniques of essential functions of human resource management.

Teaching Pedagogy:

Lectures, Guest Sessions, Group Work, Role Play, Seminars, Case Studies

Course Content

Unit 1: HumanResourceManagement (25%)

Human Resource Management: Concept, Functions, roles, skills & competencies, HRD-
definition, goals and challenges. The changing environment of HRM – globalization,
cultural environment, technological advances, workforce diversity, corporate downsizing,
changing skill requirement, HRM support for improvement programs Work life balance,
HR role in strategy formulation & gaining competitive advantage. HRM issues in Indian
Organizations

Unit 2: HumanResourcePlanning (25%)

Human Resource Planning: Process, Forecasting demand & supply, Skill inventories, Brief
Idea of HRIS (Human Resource Information System), succession planning, Job analysis –
Uses, methods, Job description & Job specifications. Recruitment, Selection &
Orientation: internal & external sources, e-recruitment, selection process, orientation
process.

Unit 3: Training, Career PlanningandCompensation (25%)

Training: Concept, Needs, Systematic approach to training, Methods of training.

Management development: Concept & Methods. Performance management system:
concept, uses of performance appraisal, performance management methods, factors that
distort appraisal, appraisal interview. Career planning: career anchors, career life stages.
Compensation: Steps of determining compensation, job evaluation, components of pay
structure, factors influencing compensation levels, wage differentials & incentives, profit

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sharing, gain sharing, employees’ stock option plans, Brief introduction of social security,
health, retirement & other benefits.

Unit IV: Industrial Relations &CollectiveBargaining (25%)

Industrial Relations: Introduction to Industrial Relations, Trade unions role, types,

functions, problems, industrial dispute- concept, causes & machinery for settlement of
disputes- grievance, concepts, causes & grievance redressal machinery, discipline-
concept, aspect of discipline & disciplinary procedure, Collective bargaining- concept,
types, process, problems, essentials of effective collective bargaining .

Suggested Readings:

· De Cenzo, D.A. & Robbins: Fundamentals of Human Resource Management, New

York: John Wiley&Sons.
· Dessler, G: Human Resource Management,Pearson.
· Monappa&Saiyaddin: Personnel Management, Tata McGrawHill
· Rao, V.S.P.: Human Resource Management- Text and Cases, ExcelBooks
· R. Wayne Mondy&Rober M. Noe: Human Resource Management,Pearson

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