3 Maw i KUMAUN UNIVERSITY. NAINITAL Bachelor of Business Administration (BBA) Rules, Regulations, Syllabus and Scheme of Examination The BBA course shall be of three agatiemic years duration and shall spread over six semesters each having 14 weeks of teaching, Eligibility: : Minimum eligibility for admission for the course is intermediate (10+2) or an equivalent qualification with 45% marks in any discipline from a recognized Board/University. Admission; 3.1. + Admission to BBA 1* Semester will be made as per the rules prescribed by the K to time, 32 Inter Institute/Department migration will notbe permitted. Attendance: ; 41 Every student is required to attend all the lectures, tutorials, practical and other prescribed” curricular and co-curricular activities. He/She must have-at least 75% attendance in lectures and practical in each subject. 42 However as a special case, the shortage of attendance of students whose attendance is below 75% may, be condoned up to 10% by the Director/ Head of the Institute/University for any student who has been absent with prior permission on grounds of medical/sports/cultural or similar activities. The Maximum period allowed to a candidate for successfi!] completion of BBA course will be five academic years from the date of admission to the course. Curriculum: A ‘The three*years duration witl be divided into six semesters as given in scheme of examination (Annexure — I), The curricilum will include lectures, practicals, cases, projects etc. It can also include co-curricular and extrae curticular eetivities as per the Annexure I or as prescribed from time to time by the University/ Institute Examination: Wd Student’s performance will be evaluated through continuous assessment in the form of Class-Tests, Assignments, Quizzes, Viva-voce, Attendance, discipline etc. 2. Those students who have successfully completed the semester requirements will be eligible for appearing in the examination at the end of each semester in the theory subjects, practical, industrial ining and project. Class-test, quizzes, home and class assignments ete will from part of Internal Assessment,73 15 7.6 Td: The distribution of marks for the Intemal Assessment, End Semester Theory, Project and other Examination, shall be as per the prescribed scheme of examination which is given in the scheme for the course (Annexure-1) The maximum marks for all papers shall consists of marks allotted for the End Semester Examination and Sessional Work (Intemal Assessment) put together. Break up of marks of intemal assessment shall be as follows: 3) Mid-term test 15 marks fi) Presentation/seminar/Assignment/Quiz eto. 05 marks iii) Industrial visit /Extra curricular/field work 05 marks iv) Attendance /class participation/conduct’ Discipline 05 marks i 30 marks The minimum pass marks shall be 30% in External Theory papers, 40% in each papers (including intecnal) and for Practical/Viva- voce / Project will be 50%. Provided that in case 2 candidate is awarded with more than 80% marks in internal evaluation (Excluding pure-quantitative papers) it will be subject to the scrutiny by the University. Summer Training: a) All students will undergo a training of 6-8 weeks in any reputed ‘Organization after completion of 4"" semester examination, ie, Ind year examination. b) _ Report covering all the information about training will be submitted by all students to the Director/Head of Department along with certificate of satisfactory completion from, the concerned organization within 4 weeks of the completion of the training. c) The summer training project report will be evaluated out of ‘the total of 100 marks as follows: Written Report = "60 marks (to be evaluated jointly by Internal & External Examiners) Oral Presentation = 40 marks (to be conducted jointly by Interna! & External Examiners) Project Report: _ Each student will be required to work on a project related to his specialization area in the 6" semester and submit a project report in78 duplicate to the Head of the Department. The project report will catry 100 marks and it will be evaluated jointly by Internal and Extemal examiners. In addition to this, there shall be a viva-vecs examinations conducted jointly by Internal and External. examiners Which shall carry 100 marks. Candidates who have already received the minimum pass marks in the project report at the University examination, ‘shall not be allowed 40 reappear in the examination concemed, + General Proficiency: The General Proficiency marks will be awarded by the Institute on the basis of students overall perfirmance in various activities, There are no pass marks in General Proficiency. However, General Proficiency marks will be added for the purpose of declaring division. Promotion Rules: 8.1 Students passing in all papers ‘in a particular semester will be promoted to the next semester. 8.2 A student not satisfying the above condition but failing in not more than 2 papers of a semester and examination shall become eligible for provisional promotion in the next semester and the carry over system as per the following table: For Promotion to] Maximum No. of cany over paper of previous | Next Semester semester Semester I u ii IV Tv. TL 2 = : : Ea OL 2 2 = : a Vv = eae - a Vv : - 2 2 = vi: = = 2 [2 | Carry over papers are allowed only once in the each course. 83 A student who fails in more than 2 papers may be allowed to sce! re-admission as a regular student in the next immediate academic year/semester. 8.4 A candidate who clears 1 and 2" year fully and is eligible for carry over examination at the end of third year will be given special examination after one month from the declaration of sixth semester examination result in the carry over subjects of V & VI semester only. 85 No grace marks will be awarded to the candidates in any condition. 8.6 Back paper examination will be held with regular university examinations.9. Award of Division: 94 2 students passing in all examination in the first attempt securing 75% or more marks in aggregate will be awarded first Division with Distinction, os A student securing 60% or more marks but less than 75% will be awarded first Division. 4 A students securing 30% or more marks but less than 60* will be awarded second Division, 9.4 A student securing 40% or more marks but less than 50% will be awarded pass certificate. 10. Scrutiny of marks shail be as per the University rules. IL. Paper setting guidelines applicable in case of MBA programme shall be adopted for BBA programme. 12, Matter not explicitly covered in BBA ordinances shall be guided from MBA ordinances. Annexure -I “ Scheme of Examination for BBA Virst Semester SNe. | Subject | Subject Name T Periods Evaluation | No. Scheme ce Ean TP Ta__ [ESE BBATOL | Business Organisation & | 03) a | 30] 70 | Management | BRA 102\T English Language 1 03__|- | 00] 30] 70 | Communication English | Le 113i BBA 103 | Micro Economics Se 00, 30 «| 70 eo BBA 108 | Statistics for Businesg [03] - @ [30 }79 Decisions i 1 is BBA 105_| Basie Accounting ___ | 03 [= 00 {30700 | 6. BBA 106 | Computer Fundamental | 02] « 00730 ~|70 | 100 Theory | | = Computer Fundamental - | 00 > | 04 23) as 30 Practical Z > ‘General Proficiency z 5 : 50 Tso Total 1700 Scheme of Examination for BBA Second Semester [SNo. | Subject | Subject Name Periods | Evaluation Subject No } | Scheme | Total | L P [TA ESE | Total | L | BBAZ01 | Organisational Behaviour | 05 2 oo 130‘ 70 7100) e BBA 202 | Business Communication | 03__| = oo [3¢ 70100 3: BEA 203 | Business Environment [03 |=} 00301 7010p 4 BBA 204 | Macro Economics 03 [= 00307000) 3. BBA 203__| Financial Accountin; a OY 6 BBA 206 “| "Business Mathematics Ce [00 30, 70, 100 ] t BBA 207 | Comprehensive Vive. |= 0 = 100] 100 | [Voce Total 1 tioScheme of Examination for BBA Third Semester SNe. | Subject] Subject Name Periods No. L_ T BBA301_| Human Resource 05 Management a ‘BBA 302_| Business Laws oF 3 BBA 303” [ Management Accounting 02 4 BBA 304 | Marketing Management | 03 3 BBA 305 | International Business 03 6 BBA 306 | Financial Management 07 General Proficieney 00 Toial Subject No. me of Examination for BBA Fou! | Subject Name _dobosnend BBA AOL Production Management RBA 402 Environmental Science BBA 403 ] Income Tax Law & Practice. BBA 404 Research Methodology [ BBA 405 Indian Economies BRA 406 E-Commerce allo] BBA 407 voce ‘Comprehensive Viva- Total Scheme of Examination for BBA | BBA 507 Report S.No. | Subject | Subject Name Periods No. Ez a. BBASO! | Business Policy & 3 | Strategic Management | 7 BBA 502_| Intemational Marketing _ | 03 3. | BBA S03 _| Industriai Retations & | 03 Labour Laws a BBAS04_| Financial Markets & w Institutions BBA 505 | Advertsing & Sales cy | ‘Management €____ | BBA 506 _| Consumer Behaviour | 03 [7 Summer Training Project | 00 1 Total rth Semester Periods elelele glelelg|Scheme of Examination for BBA Sixth Semester [Subject Subject Name Periods Evaluation | Subject | No. Scheine Total | edhe T P TA__] ESE | Torah | BBA G01 | Management information | 03 | - oo [3070 | 100 | Systems | |BBA 602 _| Entrepreneurship & oP ae |= 0/30 (70 | 100 | Small Business | Management 3. | BBA 603 [Project Management 03 = 00 30 | 70 | 100 4 BEA 604_| Rural Marketing = 00 [30170 [100 5 BBA 605__| Marketing of Services | 03 |= oof 30 [70 100 (6. BBA 606 _| Project Report 00 |= oo |. [001100 7 BBA 607 _| Project Viva Voce 00 f= 00 100 | 100 { i Total i 7004 ‘Note- Li- Lecture ‘TeTworidl TAs Intemal Assessment ESE: Had Semester Examination The paper computer fundamental-Practical will be evaluated by internal & external examiner appointed by University. ‘Comprehensive viva-voce shall be conducted jointly by internal & external exeminers appointed by the University.Unit —1 Unit- 1 Unit-E Planning & Organising : Its nature & Unit-IV Motivation, Leadership & Direction: Masio’ Ss Herzberg’s Two Factor Theory, Job Enlargement & Job Enrichment, ~ Unit -V Suggested ds BBA 101 © Business Organisation & Management Introduction: Business Concept & Objectives, Social Responsibility of Business Establishment of New Business Meaning, Objectives & Principles of Organisation, Size of Busingss Unit, Factors determining Size, Measurement of Size, Concepi of Optimum Size, Norms of Business Organisation: Sole Tradership, Partnership Firm, Business (Public & Private), Formation & Choice of Business Organization, Definition of Management, Its Nature of Purpose, Fayol’s Principles & Elements of Management, Recent Devlopments of ‘Management Thought. purpose types of plans. Planning Steps & process. Management by Objectives (MBO), Decision Making, Forecasting, Organisational Design & Organisation Structure, Power & Distribution of Authority. Special Motivation Techniques, Definition & Approaches to. Leadership, The Principal Tasks of Leadership Role & Pringiples of Direction. Controlling: Concept & Process of Control, Principles of Controlling, Types of Controls, Human Aspects of Controls. Readings: Stoner, James A.F. ete Management 6" ed. New Delhi, Prentice Hall India, 1998 ‘ Weihrich, H and Koontz. H., Management ~ A Global Perspective 10"ed, New York, McGraw Hill, 1994 Agarwal, RD. Organization and Management, New Delhi, Tata McGraw Hill, 2000. Sherlekar, S.A. and Sheriekar, ¥.S, Modern Business Organisation & Management-Systems Approach Mumbai, Himalaya Publishing House, 2000 s Need Hierarchy Theory,“Unit -1 Unit - 1 ‘Unit - 1 Unit -IV Unit-V BBA-102 English Lanuage & Communication Skills Significance of English Language: Different views, punctuation of English words, sound, symbols and attributes of good speech Communication : Process, role, element, oral & written communication. ‘Types of Communication: Effective verbal and written communication dyadic communication. Business Communication: Business communication and document preparation technical reports, technical description. f Usage and Techniques: Essays, précise writing skills, presentation skill related to seminars, conferences, use of modern aids ¢.g. OHP, video conventions techniques Suggested Readings: Wren, P.C. & Martin, H., “English Grammar & Composition”. 2. Tondon, Seth, Agarwal, Maheshwari, “The Art of English Grammar & Composition”. 3. Sinha, KK., “Business Communication”.Sode- 193 Micro Economics Unit-1 Introduction: Definition, Nature & Scope of Economics, Micro Economics & Macro Economics, Subject matter of Micro Economics. Unit-2 ‘Theory of Consumer Behaviour: Marginal Utility Analysis, Indifference Curve Analysis- Meaning & Characteristics, Price Line, Budget Line, Consumer's Equilibrium, income Effect, Substitution Effect, } Unit-3 Demand Analysis: Meaning, Type, Law of Demand, Its Exceptions, Demand Curve, Demand Curve, Demand Schedule, Elasticity of Demand, Types & measurement. Unit-4 Production and Cost Analysis: Meaning & Importante, Factors of Production, Production Function, Meaning & Types of Cost, Short Run & Long Run cost curves. Unit-5 Market Analysis: Meaning of Market, Classification & size of Market, Perfect & Imperfect Competition, Monopoly, Oligopoly, Price determination under Monopoly & Perfect Competition. Books Recommended: 1. Koutsoyiannis, A (1971), Moderm Micro Economics, London, Macmillan. 2, Abuja HLL. (2001) Modem Economics, Theory & Practice, S.Chand & Company? New Delhi.Unit -T Unit -I1 Unit - Tit Unit ~ LV Unit-V BBA ~ 104 Statistics for Business Decision Introduction: Meaning & Importance of Quantitative Techniques in Business. z Data Analysis : Measufes of Central Tendency & Dispersion, Skewness & Kurtosis, Arithrfictic, Geomfiric & Harmonic Mean, Mode, Median, Quartile & their Physical Significance, Range, Quartile Deviation, Mean Deviation, Standard Deviation, Measures of Skewness & Kurtosis. Probability Distribution: Two Types of Random Variables, Probability Distribution of Discrete Random, Veriable, Binomial & Poisson Distribution, Probability distribution of Continuous Random Variable, ‘Normal Distribution. f Correlation & Regression: Scatter Diagram, Kar] Pearson’s Coefficient of Correlation Bank & Correlation, Coefficient, Determination of Simple Lincar Regression, Method of least square Lines of Regression & their Application. Index Number: Meaning & preparation cf Simple & Weighted Index numbers. Cost of living index Laspygre’s . Paasche’s & Index Number. Suggested Readings: 1. Business Statistics S.P. Gupta 2. Fundamentals of Statistics D.N. ElhanceBBA ~ 105 Basic Accounting * F J Unit—I Conceptual Framework- Meaning Concepts, Convention, Scope, 4 Importance of Accounting. ‘ Unit—IT Recording : Account, Double Entry System of Bookkeeping, Rules of Bookkeeping, Journals. Unit— TO Classifying & Summarizing: Ledger posting and Preparation of trial balance, Managing & Importance of trial balance. Unit-TV Analyzing: Manufacturing, Trading, Profit and Loss Accounts and Preparation of balance sheet with adjustments. Unit~V/" Depreciation accounting: Meaning and importance, Method of depreciation straight lines and written down values, Suggested Readings: 1. Khan & Jain Management Accounting - TMH : 2 SN. Maheswari & S.K. Maheswari, An Introduction to Accountancy, Vikas Publishing House. ; 3. Williams, Haka, & Bettner, Financial and Managerial Accounting, Tata MC Grave Hill.asia i BBA -106 Computer Fundamental —Theory UNIT —I Introduction to Computers Definition of Electronic Computer, History, Generations, Characteristics and Application of Computers, Classification of Computers, Computer Hardware, CPU, RAM/ROM, Various VO devices, Peripherals, Storage Media, Software Definition, Role and Categories, Firmware and Human wars UNIT -Il Programming Language Classification & Program Methodology Computer Languages: Generation of Languages, Translators, Interpreters, Compilers, Compilers, Flow Charts, Dataflow Diagram, Assemblers, Introduction to 4GLs, Digital Devices and Basic Network Concepts ITM Data Communication & Networks: Basie concepts of Computer Networks, Networking of computers- Introduction of LAN and WAN. Network Topologies UNIT -IV Internet and Web Technologies internet & World Wide Web: Hypertext Markup Language, DHTML, WWW, Gophét, FTP, Telnet, Web Browse: Ne Surfing, Search Engines, Email, UNIT -v Concepts in Operating System, Office Tools and Data Management Introduetory concepts in operating system & Data ManagementsElementary Concepts in Operating System, textual Vs GUI Interface, Introduction to DOS, MS Windows, MS office Tools, MS WORD, MS EXCEL, MS Power Point, UNIT -VI_ IT Industry Trends, Careers and Applications in India: Application of IT to Areas like E Commerce, electronic governance, Multimedia, and Entertainment, UNDT-VIl information Representation: Introduction to Information representation in Digital Media, Text, ‘Tugs, graphics, Animation, Audio, Video ete.,, Introduction to JPEG, MPEG, MHEG. MP3 & AV! Suggested Readings: 1D Yadav, “Foundations of IT”, New Age, Delhi 2.Curtin, “Information Technology : Breaking News”, TME S.Rejaraman, “Introduction to Computers", PHI 4.Nelson, “Data Compression", BPB. J.Peter Nortans “Introduction to Computers”, TMH. S.Leon & leon “Fundamental of information Technology”. Vikas 7.Kanter, “Managing Information System” &.Lelngart, “Internet 101", Addison Wesley 9.CIS tems “Interne:, An Introduction”. Tata MeGraw HillUnit -1 Unit -1t Unit 1 BBA —201 Organisational Behaviour J Organisational Behaviour: Concept and Approaches of OB, Influence of Socio-cultural environment of human behaviour, Models of Individual Behaviour, Personality, Perception, Learning, Motivation, Inter-Personal and Group Behaviour: Interpersonal Behaviour, Individual Difference-Nature, Types and Causes, Group Dynamics- Formal & Informal Groups, Group Cohesiveness, Problems of Human Relations: Conflict Types & Causes, Conflict Management, Employee Grievance Handing, Discipline, Counselling, Unit—IV Communication: Concept, Types, Process & Importance of Unit- Vv Communication, Organisational Development & Change: OD- Concept, Process & Techniques, Organisational Change- Need, Process, Resistance to : Change, Overcoming Resistance to Change, Suggested Readings: YAWN ‘ Luthans, Fred “Organisational Behaviour” IRWIN MeGraw-Hill, 1998 Robbins, Stephen P. “Organisational Behaviour” Prentice Hail of India, 1998. Singh ¥.P., & Pradeep Kumar, Organisational Behaviour, Cyber Tech, Delhi, Aquinas P.G., Organisational Behaviour, Excel Books, Delhi. Ashwathappa K., Organisational Behaviour, Himalaya Publishing House,BBA ~ 202 Business Communication. Unit-I Communication: Meaning & Importance of Cominiunication, Essentials of an effective communication, Barriers to effective communication Channels of Communication, | Unit—1 Types of Communication: Written or verbal communication, Formal | & Informal Communication, Up-downward communication. ‘Unit— IE Commercial Correspondence: Essentials of a good commercial correspondence Components of commercial correspondence, Different types of commercial correspondence & their drafting, Lett of Enquiry, Letter of credit order, complaint letter to insurance company & Banks, Unit-LV Official Correspondence: Essentials of a gond official Correspondence Different types of official correspondence & their drafting official letters. Semi-official letters, Circulars, Memo, Equality, Unemployment education. Unit-V Press Communication : Essentials of Press Communication- Differe! Types of Press Communication & their drafting Inviting Tenders, Press Note, Advertisements. Suggested Readings: 1. Communication Management Parag Diwan 2. Contemporary Business Communication Scot Ober 3. Business Communication, T.N. Chhabra, Sun India Publications Dethi.Is BBA ~ 203 J Business Environment Introduction: Nature & Scope,of Business, Environmental Analysis: Objectives, Process, Uses & Limitations. Different Environments of Business. Consumer Protection Act, 1986 ‘ The Monopolies and Restrictive Trade Practices Act 1969, Industries (evelopment and Regulation) Act 1951). Political & Socio-Cultaral Environment: Political Institutions, Constitution of India, State Intervention, Govemment in Business, Social Responsibility of Business, Sustainable Development, Business Ethics, Corporate Governance, Economic Environment: Basie Economie Systems, Industrial Policy: Rationale & Objectives, Economic Liberalisation, Privatisation, Disinvestment, Pricing and Distribution Controls. - ‘Suggested Readings: Ee Aswathappa, K. Essentials of Business Environment 7 ed. Mumbai, Himalaya Publishing House ~ 2002. i Cherunilam, F Business Environment 1° ed. Mumbai, Himalaya Publishing House- 2002. Taxman, Students Guide to Economic Laws, 2000 : Gulshan & Kapoor, Business Lav including Company Lav, New Age2 Unit —1 Unit BBA ~ 204 Macro Economics Introduction: Meaning, Nature and importance, social accountin “ses Preparation of social aecounts in closed and open economy. National Income: Meaning and concepts GNP, NNP, NI, PI, DL Measurement of National Income, Definition & Funotion of Mone Unit—MII Trade Cycle: Meaning, Characteristic, Phases, Theories of Trade: cycle, climate theory, psychological theory, Under-consumption theory, Monetary theory, over-investment theory. Unit—IV Inflation: Definition, Inflating Gap, Inflation Process, demand pull Unit-V and cost-push inflation, causes of inflation, control of inflation, Monetary measures, Fiscal measazes, Non-monetary measures, Saving and Ihvestment: Concept, Determinants of Saving, Saving: Virture or Vice, Saving and Investment Equality, Unemployment Equilibrium. : Suggested Readings: 2 Gupte, G.S. Macro Economics, Theory & Applications (2001), Tata MeGren Hill Publishing Company Limited, New Delhi, Bhaduri, Sunial Macro Economics, Central Publshers, KolkataBBA- 205 Financial Accounting I Final Accounts of Company Methods of presenting Final Accounts: Horizontal, Vertical and Summary Form of presenting Income statement; Comparative and Common Size Statement, — = it II Company Accounts Accounting treatment for Shares & Debentures it III Financial Statement of Non-For-Profit Organizations Receipts and Payment Account, Income & Expenditure Account it TV ‘Use of Computers in Accounting Role-of Computers in Accounting Financial Accounting Software: Tally itV Application of Tally: Practical ested Readings: “Financial Aceounting” by P. C. Tusian, Pearson Publication “Financial Accounting” by SN Maheshwari “Financial Accounting” by S. M. Shukla Financial Accounting by R. Narayanswamy, PHT Financial Accounting by Ashok Benerjee, Exce! BooksBBA- 206 Business Mathematics Unit -1 Quadratic and Simultaneous Equations - Methods for solution, Nature of roots, simultaneous equation in two unknowns, simultaneous equations in three or more than three unknowns. Unit-1 ——_Progressions- Arithmetical progression, geometrical progression and harmonica! progression, Unit - 11 Sets- : ‘Types, operation with sets, union, intersection, algebra 0 sets, Venn diagram, Application of set theory, Cartesian product. 3 Unit-IV Matrices and determinants- Definitions, types, algebra of matrices, multiplication, transpose, determinants, properties of determinants, Cramer’s rule, Adjoint, inverse of a matrix. Unit-V —_Interest- Simple interest, compound interest. Unit—VI_ / Logarithms. . Calculation of logarithm of nusaber, anitilogarithm. Profit & loss and discount related problems Suggested Readings: 1. Business Mathematics, Quazi Zameeruddin, V.K. Khanna, SK. Bhambri ( Vikas Publohing Howse) 2 Business Mathematics, Dinesh Khattar (CBS Pubiishers)BBA- 301 Human Resource Management Introduction : Concept, Importance & Functions of Human Resource Management, Personnel Management and Human Resource Management, Human Resource Planning. Employment of Personnel: Recruitment & Selection, Orientation, Placement, Promotion, Demotion & Transfer. Training & Development : Need, Importance, Techniques. -IV Performance Appraisal: Concept, Process, Importance & Methods, - : Job-Enrichment & Job Enlargement, it-V Remuneration: Need for a Wage Policy, Devising a Wage Structure; Individual & Group Incentive Plans, National Wage Policy, Wage determination & fixation of India. ested Readings: : Mamoria, C.B. & Gankar, 8.V. “Personnel Management” Himalaya Publishing House, 2001. PElippo, Edwin B., “Personnel Management”. Abuja & Shukla, Human Resource Management, Kalyani Publishers. Ashwathappa K., Human Resource anti Personne! Management TMH.BBA - 302 Business Laws Unit- I Indian contract Act.Contract meaning, Essentials, consideration, capacity s Unit -I1. Free consent, Void Agreement, Quasi contracts Performance, discharge, Unit - [11 Indien Partnership Act :Partnership : meaning, essentials, rights & obligations of Partners , dissolution of Partnership. Unit- IV Indian companies Act :Company : formation ( registration, incorporation) commencement of business , memorandum, Articles, Prospective, Unit~V_ Shares, Direptors, Meetings, Winding-up Suggested Readings: : |. Company Law, Avtar Singh . Mercantile Law, Avtar Singh . Mercantile Law, Rohini Goel (Iaxman) |. Business Laws & Economic Legislations, V.R. Raj HPH. ARNE SeBRA Management Accounting functions, importance and limitations of distinction, between man: agement accourtting, financial « ng. management ‘count & nd classification, of costs— Costs for decision m: & sunk cost, aking and planning: relevant cost, differential cost, imputed co egina! costing — Concept, Uses: make or Geet line, limitations of marginal costing: CVP analysis, buy decision, adding or dropping the ves, limitations of budgeting, types “nO base budeeting. terial variance, labour variance. U BeBe F0 & juin ERE Mamaement sec ( Aceounrin losnccamy, PHP Fewcihar Lal Core Geptt. of Bu SBSGP Rudrapur €Unit-1 Unit — 11 22- BBA-304 Marketing Management Meaning, Nature, scope & Importance of Marketing, Old and New Concepts of Marketing, Distinction between selling and Marketing, Marketing Environment, Segmenting, Targeting and Positioning. Marketing Mix. Concept of Product, Consumer Product and Industry Product, Product Planning and Development, Packaging, Branding, Concept of Product life cycle. Unit-WI Pricing : Importance of Pricing, Functions in Marketing affecting the price of a product/ Service, Price Decisions- Initial Price setting, Discount ete, Unit—IV_ Channel of distribution; Meaning and Importance, Factors Unit-V Suggested Readings: i a. me affecting the choice of distribution channel, Distribution Middlemen: Their Role, Function and types-Retailing and whole selling. Promotion: Promotion Mix, Advertising, Publicity, Sales Promotion and Personal Selling. Kotbr Phillip, ‘Marketing Management’: Analysis Planning Implementation and Control’ PHI, New Delhi Rama Swamy, ‘Marketing'Management’ Gandhi J.C., ‘Marketing Management’BBA — 303 Management Accounting Definitions, scope, function, importance & limitations of Management. Accounting, distinction between management accounting, financial accounting & cost accounting, role. Cash flow statement-Meaning, objectives, users and limitations of cash flow, CVP analysis, problems in cash flow analysis. Differential costing/Increment analysis as tool of decision making-concept of incremental cost , sunk cost, relevant & irrelevant costs etc. Product and price decisions- Accepting the special order. Continue to operate or shut down. Make or buy decisions- Adding or dropping the product line, sell now or process in future. Suggested Readings: “ Cost Accounting NK. Prashad 2 Management Accounting Khan & Jain 3. Management Accounting Nisar Ahmad, Atmol Publications. 4. Financial, Cost & Management Accounting, P. Periaswamy, HPH. QlCourse - 305 International Business Unit—I Nature and Scope of International Business, types of international Unit—T — Introdu Unit- TY Government influence on trad: al Business, growing relevance of of International Trade, Meaning and Need of International Trade, Difference between Domestic and inteznational Trade, Need for Separate theory of Intemational Trade, Theories of Intemational Trade, Gains from international Trade / Foreign Trade ee Trade v/s protectionism , Balance of Payment, Current Account and Capital Account , Disequilibrium in Balance of Payment, Its causes, consequences and cures, Unit IV International Economic Institutions;- IMF, World Bank, WTO Unit -V Foreign Exchange Market: meaning and need. functions, Financing Foreign Trade:- payment terms:- Letter of Credit, Documents :- Bill of Lading, Commercial Invoice. ‘Suggested Readings: 1. International Trade, Francis Cherunilam (Tata MeGrew Hil) 2. International Business, Francis Cherunilam (PHD 3. International Trade, Raj Agarwal (Excel Publications) 5 4, International Business, V. Sharan, Pearson EducationUnit -I Unit -2 Unit —3 Unit—4 Unit -5 BBA- 306 Financial Management Introduction: (8 Sessions) Concept of finance, Scope and Objectives; Profit Minimization Vs Wealth Maximization , Organization of Finance Function, Functions of Finance Manager, Time value of Money. Financing Decision : (10) (Sessions) Operating , Financial leverage and Combined, Cost of capital- Equity, Debt. Preference shares, Retained Eaming and Weighted Average Cost of Capital, Capital Structure Theories. ‘Working Capital : (8) (Sessions) Concept, Factors affecting Working Capital Requirement Working Capital Finance and components of working capital, Overview of cash, Inventory and Receivables Management Investment Decision (8) (Sessions) Capital Budgeting ~ Natures and Importance, Techniques of Capital Budgeting — Discounted and Non Discounted. Dividend Decision — (6) (Sessions) Concept of retained earning and Plough back of profits ,Walter’s and Gordon’s Model, Factor affecting dividend decision f Suggested Reading :- AeA LNS Financial Managemént, 1.M.Pandey (Vikas ) Financial Management and Policy , Yan Horne ( Pearson Education) Financial Management, Khan & Jain ( Tata McGraw-Hill) Financial Management, R.P Rustagi ( Galgotia) Financial Management, P. Chandra, TME Fundamentals of Financial Management, ¥. Sharan, Pearson Education.BBA- 306 Financial Management ni: (8 Sessions) Concent of finance, Scope and Objectives; Profit Vs simization , Organization of Finance Function, Functions of Finance me value of Money, Co: pt of risk & return. ecision : (10) (Sessions) Operating Leverage, Financi sverage’ age and of capital- Equity, Debt, Preference shares, Retained eorie pital : (8) (Sessions) Concept, Factors affecting Working Capitel Working Capital Finance and componenis of working capital, cash, Inventory and Receivables Manageme 6) {Sessions} Conces Theory , Bonus share LM Pondey end Policy, Van Horne { Pearson Ed: in { Tata McGraw-Hill) staal { Golgotia) ? Chondro, TMH Management, V. Sharan, Pearsan EducationBBA-—401 / Production and Operations Management Unit-I Production and Production System Productivity, Types of Productivity, Productivity Index Techniques to improve productivity & benefits of Productivity to the organization. Unit II Site selections for plant location, factories that effect site selection, process selection-Production process, Benefits and draw backs of each process. Control for mass, batch and job production, Flow process charts. Unit -I Tools used in the industry, Material handling equipments, Inventory planning, Maintenance Management, Types of maintenance plans, TPM-Japanese approach. Unit—IV Forecasting technique for production planning, Product life Cycle PPC (Production planning and control) Time and motion study. Unit-V Quality assurance certifications, ISO 9000 series, TQM, Kaizen, Different types of statistical control models, Suggested Reading: 1 Chunawalla & Patel “Production and gperation Management”, Himalaya Publishers 2. Agarwal & Balasubramanium “Industrial Engineering", Pragati Prakashan 3. Nair N.G. “Production and Operations Management”, Tata Mae Grawhill 4. Ramamurthy P., Production and Operations Management, New Age International. 5. Water D., Operations Management, PHI asBBA ~ 402 Environmental Science Unit -1 The Multidisciplinary Nature of Environmental Studies Unit Definition, scope and importance Need for public awareness of environmental degradation; Disaster Management; Floods, earthquake, cyclone and landslides. (2 lectures) -If Natural Resources: Renewable and non-renewable: Forest resources: Use and over-exploitation-deforestation, Case studies. Timber extraction, mining, dams and their effects on forests and tribal people. Water resources: Use and overutilization of surface and ground water. Floods, drought conflicts over water, dams-benefits and problems Mineral resources: Use and exploitation, environmental effects of exiracting and using mineral resources and case studies. Food resources: World food problems, changes caused by agriculture and overgrazing effect of modern agriculture, fertilizer-pesticide problems, water logging, salinity , and case studies. Energy resources: Growing energy needs, renewable and non-renewable energy sources, use of alternate energy sources, case studies. Land resources: land as are source, land degradation, man induced landslides, soil erosion and desertification. Role of an individual in’conservation of natural resources. Equitable use of resources for sustainable lifestyles. (6 lectures) - Unit- TI Ecosystems Concept of an ecosystem. é Structure and function of an ecosystem. Producers, consumers and decomposers. Energy flow in the ecosystem. 2 Ecological succession. Food chains, food webs and ecological pyramids. Introduction, types characteristic lectures, structure and function of the following ecosystem: -oe cece 2), Environment protection. Air (Prevention and control of pollution) Act. ‘Water (Prevention and control of pollution) Act. Wildlife Protection Act. Forest Conservation Act, Issues involved in enforcement of environniental legislation. Public awareness. (lectures) Unit - VII Human Population and the Environment Population growth, variation among nations. Population explosion-family welfare programme. Environment and human health Human right Value Education HIV/AIDS Women & Child Welfare Role of Information Technology in Environment and human healtha) Forest ecosystem. ») Grassland ecosystem. ¢) Desert ecosysiem 4) Aquatic ecosystem (ponds, streams, lakes, rivers, oceans, estuaries) Unit- Unit -— IV __ Biodiversity and its Conservation + Introduction-Definition: genetic, species and ecosystem diversity. * Biogeographical classification of India * Value of biodiversity: consumptive use, productive use, social, ethical, aesthetic and option values. * Biodiversity: global, national and local level. + India as a mega-diversity nation * Hot spots of biodiversity, : + Threats to biodiversity: babint-loss, poschiog: of wildlife, imam wildlife conflicts. © Endangered and endemic species of India, + Conservation of biodiversity: In sim and ex-situ conservation’ of biodiversity. (S lectures) VY Environmental Pollution Definition, causes, effects and control méasures of:- Air pollution, water pollution, soil pollution, marine pollution, noise pollution thermal pollution, nuclear hazards. Solid waste management: causes, effect and control measures of urban and industrial wastes. Role of an individual in prevention of pollution Pollution case studies, » G lectures) Unit— VI Social Issues! and the Environment From unsustainable to sustainable development Urban problems related to energy Water conservation, rain water harvesting, watershed management. Resettlement and rehabilitation of people: its problems and concerns, Case studies. Environmental ethics: Issues and possible solutions. Climate change, global warming, acid rain, ozone layer depletion, nuclear accidents and holocaust, case studies. Wasteland reclamation. Consumerism and waste products.? BBA — 403° Income Tax Law & Practice Unit-I Definition of Important Term used in Income Tax, Agricultural Income, Gross Total Unit-IL Types of Resident, Individuals, H.U.P., Fiems & other Association of persons, Companies, Seope of Total Income on fee basis of Residence Exceptions from Tax. Unit-T Computations of Income under the Head “Salaries” Computation of Income under the Head “House Property”. Computation of Income from Business é& Profession Unit-IV Computation of Income from Capital Gains & Other Sources. Computation of total Income of an individual clubbing & set of & carry forward of losses. Unit-V Deductions (w/s 80 D to SOU ) Rebate & Relief Assessment of total income. Suggested Reading: ; 1, Students Guide to‘Direct Taxes Dr. V.Ks Singhania 2, Direct Taxes Dinkare Pagare S 3. _Income tax law & Practice H.C. Mabhotrls oyBBA — 404 Research Methodology Unit-1 Meaning, Importance, Research in Management Functions, Research for Decision Makers. Unit Tf Research Design, Research Process, Defining the Research Problem & Formulation of Hypothesis. Unit 1M Data: Sources of Data, Data Collection techniques, Designing & Questionnaire, Questionnaire Vs. Schedule. Sampling Scaling Techniques. Unit -IV Data Analysis, Statistical tools used in Data Analysis. Unit -V Project Report Writing, Types of Reports, Layout of Research Report, Presentation and Submission of Reports. Suggested Reading: Kothari C.R. , Researth Methodology, 2, Luck et al, Marketing Research x Berry G.C., Marketing ResearchBBA- 405 Indian Economics Unit—I Meaning of Economy, Meaning of Colonialism, British rule & Exploitation of India. Unit— I Nature of Indian Economy as a : Developing Economy, Mixed Economy, Dualistic Economy. Unit -IN1 Public sector, Private Sector, Co-operative Sector, Small- Scale Sector: Their Role, Performance & Importance. Unit -IV Poverty & Unemployment: Their Meaning & Indian Scenario Unit — V Industrial Policy: Meaning & Objectives, Industrial Policy 1956 & 1991, Industrial § i kness in India. Suggested Reading: 1. Dhingra, LC, & Garg, VK, Economic Development & Planing, Sultan Chand & Sons. 2. Rudradutta & Sundaram, Indian Economy, HP H " jUNIT -I UNIT - 1 UNIT - 0 UNIT-IV UNIT -V BBA-406 E-COMMERCE Introduction to e-commerce and its applications, types of e-commerce solutions, e-commerce framework, categorization (B2B, B2C, C2C, G2B, G2C). Introduction to e commerce laws, transactions security, digital doouments. Electronic data interchange (EDI), DI applications in business Electronic payment systems: Introduction to banking aetwork in online commerce, digital economy, electronic funds transfer (EFT), SWIFT, smart cards, bar coding. Consumer search, information search and retrieval, information filtering, digital copyrights, public policy issues, interet governance, internet service providers, internet connectivity options. Internet marketiig, commercial issues, infrastructure issues, social and cultural issues, dot coms, emerging trends. f Suggested readings: 1. e-commerce, A managers guide to e-business by Parag Diwan and Anil Sharma, Excel Books 2, electronic commerce, A managers guide by Ravi Kalakota and Andrew B Whinston, Addison Wesley (Pearsons Publication) 3, Frontiers of e-commerce by Kalakota and Whinston, Pearsons publications 4, E-Commerce by Murthy, Himalaya Publishing House, DelhiBBA —501 Business Policy & Strategic Management Unit-I Introduction: Nature and Scope of Business Policy, Concept of Corporate Strategy, Levels of Strategy, Strategic Decision Making and its Issues. Unit-II Strategic Management: The Process, Models and their importance. Strategists and their role in Strategic Management. Unit — IIT Strategy Formulation ; Hierarchy of Strategic Intent, Environmental Appraisal, Organisational Appraisal, Corporate and Business level Strategies, Strategic Analysis and Choice. Unit —IV Strategy Implementation: Aspects, Structural , Behavioral & Functional implementation. Unit-V. Strategic Evaluation and Control : Control, Operational Control, Techniques of Control, Managing Strategic Change, Strategic Management Case Analysis Techniques. Suggested Reading: * 1 x Kazmi, A Business Policy & Strategie Management 2™ ed New Dethi, Tata MC graw Hill, 2002 : Miller, A & Dess. GG. Strategic Management 2” ed. New York. McGraw Hill, 1996 Banerjee , B.P. Corporate Strategies New Delhi, Oxford University Press, 1999, Pearce. J.A. & Robinson, RB. Strateg: ATTBS, 1997 fanagement 3 ed. }Unit 1 BBA - 502 International Marketing Nature , Scope & challenges in inteational marketing , Difference between international marketing and domestic marketing , international orientation, Unit 2 Trends in India’s foreign trade, modes of entry into international market , institutional infrastructure for export promotion, EOU , EPZs , SEZs ‘Unit 3. International marketing environment , international strategies related to product , price, promotion and distribution. Unit 4 International Economic institutions:- IBRD, IDA, IFC, IMF Unit 5 Ex-im policy marketing protection & barriers, multinational corporation definition, types of MNCs , disadvantages and advantages of MNCs. Suggested Reading: 5 RN International Business, Francis Cherunilam (PHD) International Marketing, Sak Onkvisit & John J Shaw International Marketing, RL Varshney & B. Bhaiiacharya (Sultan Chand) | International Business, Subba Rao (Himalaya Publishing House)Unit -1 Unit - 11 Unit — 11 Unit -IV Unit-V Unit — V1 Unit - VIL a5 BBA — 503 Industrial Relations & Labour Laws Industrial Relations : Definition & Approaches of Industrial Relations, Industrial Conflicts, Types & causes of Industrial Conflicts, Industrial Relation Policy. Industrial Disputes : Preventive Me Bipartite & Tripartite Bodies, Ethical Codes, Standing Orders, Grievance Procedure, Collective Bargaining, Workers Participation in Management, Settlement Machinery. The Factories Act , 1948 : Scope Definitions, Approval of Licensing & Registration of Factories the Inspection Staff, Health Safety, Welfare, Working Hours of Adults, Employment of Women & ‘Young persons Leave with Wages, Penalties & Procedure. The Industrial Disputes Act, 1917-: Scope & Object, Definition, Authorities, Notice of Change Reference Settlement of Industrial Disputes, Strikes & Lock-outs, Lay off & Retrenchment, Miscellaneous. The Workmens Compensation Act 1923: Object, Definition, Employer's Liability for Compensation, Amount of Compensation, Appeals. ‘The Trade Union Act 1926 : Object Definition, Registration, Rights & Liabilities of office Bearers Change o* name. Amalgamdtion, Discussion & Retums. ‘The Payment of Wages Act, 1936: Object , Definitions, Appli of the Act, Deductions, Me Claims. ation tenance of Registers & Authorities Suggested Reading: 1. Industrial Relations Arun Monappa 2 Bare Acts 3. Industrial Law P.L, MalikBBA - 504 Financial Markets & Institutions Unit 1 [8 Sessions] An overview of financial institutions, Role of Financial Institution, fundamentals of financial Market, Functions of financial markets, recent trends in Indian financial Market. Unit 2 [6 Sessions} Types of financial institution Money market & capital market institution, types of financial markets money markets, primary markets, secondary markets , overview of forward markets, option markets, forex market ‘Unit 3 [ 10 Sessions] Reserve Bank of India :-Role & functions, Commercial Bank -Role , Functions, Structure & performance. ‘Unit 4[ 6 Sessions] Development Bank :- Overview, Role & fictions. Unit § [10 Sessions] Mutual funds -Introduction , functions of mutual funds, management of other financial institutions venture Capital ( concept function of venture capital ) Suggested reading: 1. The Indian Financial System, Vasant Desai ( Himalaya Publishing House) 2, Management of Indian Financial Institutions , RM. Srivastava ( Himalaya Publishing House) 3, Indian Financial System by Khan & Jain, fBBA - 505 Advertising & Sales Management Unit—I Advertising Management: Introduction, Nature and Scope, Role, Social and Legal Aspects of Advertising. Unit - II Advertising & Consumer Behaviour: The Marketing Communication Process, Commnnication Mix, Attitude Measurement, Problems in Measuring & Scaling Unit — I Message Strategy: Advertising Plan, Media Mix, Média Selection, Advertising Copy, Message Tactics, Creative Approach, Measuring Advertising Effectiveness. Unit-1V Sales Manageme Definition & Objective, Theories of Selling, Personal Selling Process, The Sales organisation: Purpose & Types, Techniques for setting up a sales organisation, Role & Responsibilities of 2 Sales Manager. Unit—V Sales Force Management: Recruitment, Selection & Training, Controlling using Territories & Quotas, Sales Meetings & Contests, Evaluation & Supervision of salesperson. : : Suggested Reading: 1, Advertising Management, Chunawala & Sethia 2. Advertising Management, Mohan Mahend 3. Sales Management, Richard R. Still, Edward W, Cundiff, forman AP. GovoniBBA - 506 Consumer Behaviour UNIT-1 Consumer's needs and motives, Consumer as a perceiver and Jearner, Influence of personality and attitude on buying behaviour, Cultural, social and economic factors affecting consumer behaviour, Consumer attitude formation and change. UNIT IT Factors affecting purchase decision, Fundamental process of sensation, perception, emotion, motivation, cognition, consumer decision-making. ie, status, norms, family influences, life oycle effects, Family decision making. UNIT-IV Nicosia and Howard sheth model of consumer behaviour, VALS. typology of market segmentation. UNIT-V Adoption and diffusion of innovetion, cognitive dissonance, socio-economic and cultural aspects of Indian consumer market. Suggested Readings: - ' 1. Consumer behaviour Schiffman LG and Kamut, LL 2. Consumer behaviour , Louden 4, Marketing and consumer behaviour Vyas,Sham, Babu 5, Consumer behaviour in Indian perspective Nair, RSujar wUnit -1 Unit- 11 Unit -0 BBA — 601 Management Information System Definitions of MIS, Meaning & role of MIS, Comparison of manual and computerized information system, Types of information systems, Managerial use of information systems, Type of information systems, Managerial use of information systems, Sources & users of information —- system in the organization, framework of MIS, development of Information systems Information needs based on the hierarchy of management, Reasons for success and failure of information systems. Hardware and software selec:ion Zor implementation of information systems, Introduction to LAN, Wan, Types of softwares, operating systems, Introduction of databases — fields records, need for databases, systems, Executive information system Expert system. Information systems planning to support long and short-range operations, Systems approach to development of information systems, Role of information systems in integrating the various functional departments in an organization. Unit—IV — Systems analysis — Systems development Life Cycle, Attributes of a Unit-V Suggested Reading:- j 1 2 pay systems Analyst. Top management support in MIS implementation, Tools used by the systems analyst DED. Decisions trees, Decision tables, Case studies related to MIS impleinentation in various organizations James O Brian: "Management Information Systems", Galgotia publications Rajaraman V “Systems Analysis and Design of information System “Eastern Economy Edition Elias M. Awad “Management Information Sysiems”, Galgotia publications David Olson “Management Information System”, Tattoo Mac Gravwhlt Jawadekar W.S. “Management I:formation Systems”, Tata Mac GrawhillGe BBA- 602 Entrepreneurship & Smail Business Management Unit-I Unit — IL Unit-T Introduction: The New Concept of Entrepreneur, Entrepreneurial Functions, Entrepreneurial skills, Nature and importance, Types of. entrepreneurs, Women Entrepreneurs. Entrepreneurship; Theories, Environment, Strategies and barriers of entrepreneurship; Creativity and innovation; Entrepreneurship Development Prograriames. Establishing Small Scale Enterprise: Opportunities Scanning, Market Assessment for Small Scale Enterprise, Selection “of site and choice of Technology; Project formulation and project report. Unit-YV Small Scale Sector in India; SSI Sector Committee Reports, Govt. policy initiatives; Reservation of items in SSI sectors; Infrastructure facilities. Unit—V Institutional Support for SSI; Incentives & Subsidies for Small units; Technological upgradation, Marketing & Financial Management in Small Enterprises; Sickness in SSI sector. Suggested Readings:- 1. Shukla, M:B, “Entrepreneurship and Small Business Management" Kitab Mahal, Allahabad. Zz ‘Sali, Bhdnu. “ Entrepreneurship Development” 3. > Desai, Vasant. "Management of Small Industry” 4. Desai, Vasant. Dynamics of entrepreneurial Development and Managementos mop oq ell a sequired tacuaies 19° the programme may Bet adversely attected. © order to minimize the adverse impact caused due t0 jow funds realization, University |S requested to waive-off its. share in the quition fee for the first five years py that period the programme stall becom? financially viable and wl contribute nandsomely 1 she funds of the University. % a) To make up the deficit in the budeet of the first year, the university is requested to provide one time assistance erant of Rs. 2 Lakhs towards non-recurring expenditure of the programme. (8 Members deliberated on the issue of relaxing the eligibility norms for admission tO BBA programme for candidates from _A5% to. £0 intermediate (10+2) Level. Members were of te considered opinion that relaxation in eligibility Norms should not be granted rather We shouid try tO improve the eligibility criteria. However, keeping In view the recessionary conditions 17 the market and requests from the various institutions. running the BBA programme, | members fee! thet rel laxation in — aijgitity norm for BBA cancieres from ie Lt 45% to 40%, may DE allowed from the current academic session ¢ s) | gyllabus and rules for ‘pipioma in Financial planning’ as en add - OF cours at 1" Degree level under the uses scheme of + yntroduction of ¢ re oriented courses |" Universities and colleges during the x1 plan’ ¥ discussed, eveluated 29 approved Ge * NM wt xBBA- 603 ~ Project Management Unit -I Project Management — Nature, concept, Process of project management, Different types of needs leading to different types of projects under BMRED (Balancing, Modemization, Replacement, Expansion and Diversification) Unit -11 Project identification, generating and screening of project ideas , market aid demand analysis preliminary screening of projects , monitoring of environment. Unit I Financial techniques for project appraisal and feasibility, Capital Budgeting-discounted cash flow and non-discounted cash flow methods, social cost benefit analysis and economic rate of return Unit —IV Project Financing: - Sources of development finance, Institutional finance to entrepreneurs, Project financing in India Unit -V Project Review and Administrative Aspects- Performance evaluation, abandonment analysis Behavioural issues in project abandonment, administrative aspects of capital budgeting. Suggested Reading:- 1. Projects planning, analysis selection, implementation & review, prasanna Chandra (Tata MeGraw-hill ) 2. Project management , Vasant Desai (Himalaya publishing house)Unit—-1 Unit — 1 Unit BBA-604 Rural Marketing Introduction ; Importance of rural management ,Agricultural and Non- Agricultural Section of Economy. Rural Development : Issues in rural development , Major problems of rural India, Schemes and policies for tural development. Rural Marketing: Characteristics of rural consumers, Village economy sources, Marketing of seeds, fertilizers, pesticides, and machinery Unit-—IV — Rural Finance : Rural Financial environment, Organization of rural eredit supply, credit planning and implementation of credit programs for rural development, Saving and deposits mobilization in rural India, Financing of working capital and fixed capital, Monitoring, control and recovery of rural credit Unit-V Co-operative Management: Co-operation: meaning and objectives, Development of Co-operatives in rural areas, Co-operative oredit societies, Co-operative marketing , Evolution of some successful co-operative organizations. Suggested Readings: 1. Sadhu & Singh, “Fundamentals of Agricultural Economies”, Himalaya 2 33 4. Publishing House : Desai R.G, “Agricultural Economies”, Himalaya Publishing House ‘Singh, S, “Rural Marketing Management”, Vikas Publishing House Singh, K, Rural Development ~ Principles, Policies anc Management”, Sage PublicationsBBA - 605 Marketing of Services UnitI Nature and Definitions of Services.'Differeness in Goods versus Services Marketing. Services Marketing Mix. Trends in Services Marketing. Classification of Different Types of Services. Unit I Positioning And Differentiation Of Services, Positioning Process. Consumer Behavior in Services: Consumer Purchase Behavior in Services. Consumer Decision Making, Creating the Service Product — Stages in New Service Development, Service Blueprint. Unit I Distributing Services — Distribution in Service Context, Services Distribution Planning, Options for Service Delivery, Key Intermediaries for Service Delivery and Strategies for Effective Service Delivery. ‘Unit IV Marketing Research for Services, Marketing Planning For Services, Intemal Marketing, Relationship Marketi Suggested Readings:- 1. Service Marketing ~The Indian Perspective By Ravi Shankar (Excel Books) 2. Service Marketing ~ People, Technology, Strategy By Christopher Lovelock & Jochen Wirlz (Pearson Education) 3. Service Marketing By Christopher H. Lovelock (Prentice Hall of India) 4, Service Marketing By Harshwardhan 5. Service Marketing — Integrating Customer Focus Across the Firm By Valarie 4. Zeithaml & Mary Jo Bitner (Tata Me-Graw Hill)