Syllabus For The Next Batch - Doc Version 1

COURSE CURRICULAM
BBA PROGRAM
MBA PROGRAM
DEPARTMENT OF MARKETING
FACULTY OF BUSINESS STUDIES
BANGABANDHU SHEIKH MUJIBUR RAHMAN
SCIENCE & TECHNOLOGY UNIVERSITY
GOPALGANJ-8100
BANGLADEH
1
BBA Syllabus
BBA First Year Examination

First Year First Semester
Course Hours/Week Credit

Name of the Subject
Code Theory + Lab
MKT101 Principles of Marketing 3+0 3.00
MKT103 Introduction to Business 3+0 3.00
ECO105 Micro Economics 3+0 3.00
BSS107 Bangabandhu & Bangladesh Studies 3+0 3.00
MKT111 Business Communication 3+0 3.00
ENG106 English Language Skills & Lab 1+1 1.50
MKT110 Seminar and Viva Voce 0+3 1.50
Total Credits 16 + 4 18.00
First Year Second Semester:
Hours/Week Credit
Course Code Name of the Subject
Theory + Lab
MKT151 Marketing Psychology 3+0 3.00
MKT153 Legal Environment of Business 3+0 3.00
FNB155 Financial Management 3+0 3.00
AIS157 Principles and Practice of Accounting 3+0 3.00
MGT165 Principles of Management 3+0 3.00
MKT152 Seminar on Marketing Psychology 0+3 1.50
MKT160 Seminar & Viva Voce 0+3 1.50
Total Credits 15 +6 18.00
2
BBA Second Year Examination
Second Year First Semester:

Name of the Subject
Code Theory + Lab
MKT201 Marketing Management 3+0 3.00
MKT203 Entrepreneurship Development & small 3+0 3.00

business management
MAT205 Business Mathematics 3+0 3.00
ECO207 Macro Economics 3+0 3.00
FNB215 Money & Banking 3+0 3.00
AIS217 Cost and Management Accounting 3+0 3.00
MKT202 Seminar on Marketing Management 0+3 1.50
Second Year Second Semester:

Name of the Subject
Code Theory + Lab
MKT251 Organization Behavior 3+0 3.00
MKT253 Insurance & Risk Managementc` AQSFGYHJKL.;LKJHGFDSAQ Qwerthydsa
STA255 Business Statistics 3+0 3.00
CSE257 Computer in Business 3+0 3.00
MKT261 Taxation 3+0 3.00
MGT263 Human Resource Management 3+0 3.00
MKT250 Seminar on Organizational 0+3 1.50

Behavior
3
BBA Third Year Examination
Third Year First Semester:

Name of the Subject
Code Theory + Lab
MKT301 Agriculture Produce Marketing 3+0 3.00
MKT303 International Trade & Foreign Exchange 3+0 3.00
MKT311 Pricing Theory and Practices 3+0 3.00
MKT313 Project Management 3+0 3.00
MKT321 Logistics & Supply Chain Management 3+0 3.00
AIS305 Accounting for Business Decision 3+0 3.00
MKT302 Seminar on Agriculture produce Marketing 0+3 1.50
Third Year Second Semester:

Name of the Subject
Code Theory + Lab
MKT351 Retail Marketing & Distribution 3+0 3.00
MKT353 Consumer Behavior 3+0 3.00
MKT361 Integrated Marketing Communication 3+0 3.00
MKT363 Selling and sales force Management 3+0 3.00
MKT371 Management Information System 3+0 3.00
MKT373 E-Business 3+0 3.00
MKT352 Seminar on Consumer Behavior 0+3 1.50
4
BBA Fourth Year Examination
Fourth Year First Semester:
Course Name of the Subject Hours/Week Credit

Code Theory + Lab
MKT401 Research Methodology 3+0 3.00
MKT403 Product and Brand Management 3+0 3.00
MKT411 Competitive Analysis 3+0 3.00
MKT413 Advertising & Public Relations 3+0 3.00
MKT421 Operations Research 3+0 3.00
MKT423 International Business 3+0 3.00
MKT402 Seminar on Product & Brand Management 0+3 1.50
Fourth Year Second Semester:

Code Theory + Lab
MKT452 Industrial Tour & Report presentation 0+3 1.50
MKT462 Internship Report 2+2 3.00
Total Credits 2+8 6.00
Total Credit for BBA (Marketing) is 147 Credits
5
MBA Syllabus
MBA First Semester:

Code Theory + Lab
MKT501 Marketing Research 3+0 3.00
MKT503 Strategic Marketing 3+0 3.00
MKT511 Service Marketing 3+0 3.00
MKT513 International Marketing 3+0 3.00
MKT521 Online Marketing 3+0 3.00
MKT502 Seminar on Strategic Marketing 0+3 1.50
MBA Second Semester:

Code Theory + Lab
MKT551 Marketing Planning & Implementation 3+0 3.00
MKT553 Relationship Marketing 3+0 3.00
MKT561 Tourism and Hospitality Marketing 3+0 3.00
MKT563 Business Marketing 3+0 3.00
MKT571 Environmental Marketing 3+0 3.00
MKT550 Internship/Research paper 2 +2 3.00
MKT552 Seminar on Relationship Marketing 0+3 1.50
Total Credit for MBA (Marketing) is 39 Credits
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List of Teachers
Chairman
Vice Chancellor, Bangabandhu Sheikh Mujibur Rahman Science & Technology University.
Lecturers
Md. Imran Hossian BBA (Hons), MBA (Marketing), Rajshahi University.
Tapas Bala BBA (Hons), MBA (Marketing), Rajshahi University
Office Staff
7
Course No. MKT101
Principles of Marketing
Marketing has developed as a field of study during the advent of the last century. Since
then, there has been a tremendous development in Marketing. Marketing strategy becomes
central to enterprise strategy. Competitive strategy and marketing strategy are
synonymous. It is marketing that can make difference among the competing firms. To be
successful, firms need to be creative in marketing with efficient operation of all other major
value chain activities. In that case understanding marketing is very important in developing
effective and creative marketing program. The prime objective of this course is to make the
students familiar with the basics of Marketing. Learning from this course would help the
managers to develop a better understanding about the significance of marketing for
survival, growth and sustainability of their organizations.
1. Marketing: Definition–Nature–Objective–Scope and Importance–Marketing

Management Concepts– Simple model of marketing process–Role of Marketing–Utility
creation- Functions of Marketing- Marketing Mix.
2. Market and Buyer's Behavior: Classification of Market–Market Segmentation–
Targeting and Positioning–Factors Influences on Buyer's Behavior.
3. Marketing Environment: Macro and Micro Environment–Responding to the Marketing
Environment.
4. Product: Levels of Product–Classification–Characteristics and Marketing Considerations
of Different Types of Consumer Goods–Industrial Goods and Services–Product Life Cycle–
Product Line Simplification–Diversification.
5. Price: Importance–Objectives–Influencing Factors for Price Determination–Pricing
Methods–Price Policy and Strategy.
6. Channel of Distribution: Types and Functions of Channels–Utility of Channel–Channel
Objectives and Options–Selection of Channel of Distribution.
7. Promotion: Objectives and Importance–Promotional Tools–Promotional Mix–
Promotional Budget.
Books Recommended:
1. Philip Kotler : Principles of Marketing
2. William J. Stanton Michael J. : Fundamentals of Marketing
Etzel & Bruce J. Walker.
3. Edarin H. Lewis : Marketing Channels: Structure and
Strategy
4. Thomas C. Kinnear Kenneth : Principles of Marketing
L. Bernhardt
5. N. Ranjan Nair : Marketing
8
Course No. MKT103
Introduction to Business
This course is designed to make students familiar with the whole area of business,
vocabulary of business terms, evolution and functions of business organizations, and
careers available in business world. The course focuses on foundations of business and
economics, social responsibility & business ethics, forms of business ownership,
entrepreneurship, international business, fundamentals of management, human relations,
marketing, finance & banking, etc. Understandings of this course will help students to decide
on the specialized courses in the semesters ahead as well as to develop mindset for their
personal career in the field of business.
1 Introduction: Definition of Business- Features- Scope- Functions- Objectives of
Business- Components of Business- Types of Industry- Branches of Commerce- Trade-
Requisites of a successful Business.
2. Location of Business: Considerable factors for selecting suitable Business site- Rural
Vs Urban location.
3. Business Structure and Forms of Ownership:
a) Sole Trader ship- Definition- Features- Advantages- Disadvantages- Suitable
fields- Reasons for survival side by side with large scale Organization.
b) Partner Ship – Definition- Essential elements- Chief features- Advantages and
disadvantages- Requisites- Classification- Partnership Deed- Provisions of partnership
deed- Registration of Partnership firm, Kinds of Partner-Considerable factors for selecting
Partner- Admission- Retirement and Expulsion of Partner- Dissolution of a partnership Firm.
c) Joint Stock Company – Definition- Characteristics- Classifications- Advantages and
disadvantages- Formation; Memorandum of association- Articles of association, Contents
of Memorandum and Articles of association- Prospectus- Contents of Prospectus- Winding
up of a company.
d) State Enterprise – Features and Rationale of State Enterprise- Different forms-
Argument for and against State Enterprise- Management pattern.
e) Cooperative Society – Definition- Principles- Classes- Advantages- Causes of
failure- few recommendations for development of Cooperative movement.
4. Business Combination and Integration: Types- Causes of Combination- Merits and
Demerits of Combination- Levels of Combination- Growth of MNCs and EPZs in Bangladesh.
5. Institutions for Promotion of Business in Bangladesh: Chamber of Commerce and
Industry- Trade associations- Securities and Exchange Commission- The Dhaka Stock
Exchange- The Chittagong Stock Exchange.
Books Recommended:
1. M.C. Shukla : Business Organization and Management.
2. Khan and Arif : Essentials of Business Organization.
3. Robert D. Hisrich : Entrepreneurship.
4. S.S. Khanka : Entrepreneurial Dévelopent.
5. Gupta Dr. C. B.et al. : Entrepreneurship and Small Business Management.
Course No. ECO105
Micro- Economics
9
Micro-economics occupies a very important place in the study of marketing discipline. This
course is meant to acquaint the students with the principles of micro-economics as are
applicable in business. The real focus of the course is to share philosophy about the micro-
economics and this is used by business firms to make their decisions effective and efficient.
The purpose of this course is to provide students with a usable managerial understanding
of marketing. It has both theoretical and practical importance. It not only tells us how the
economy operates but also how it should be operated to promote general welfare.
1. Nature and Scope of Economics: Definitions of Economics–Branches of Economics–
Nature and Scope of Economics–Law of Economics–Positive vs. Normative Economic–Some
Basic Economics Concepts–Economics and Other–Related Discipline–Different Economic
Systems.
2. Theory of Demand and Supply: Cardinal Utility Analysis–Concepts of Demand and
Supply and Their Determinants–Law of Demand and Supply–Concepts and Measurement of
Various Elasticity of Demand and Supply–Consumer’s Surplus and Consumer’s Equilibrium–
Indifference Curve Analysis–Revealed Preference Theory.
3. Theory of Production: Factors of Production–Land, Labor, Capital and Organization–
Division of Labor–Laws of Returns and Laws of Variable Proportion–Returns to a Factor and
Returns to Scale–Iso-Product Curve and Producer’s Equilibrium–Marginal Product and Least
Cost Combination–Cobb-Douglas Production Function.
4. Theory of Cost and Revenue: Concepts of Cost–Fixed Cost, Variable Cost, Total Cost,
Average Cost and Marginal Cost–Short vs. Long Run Cost Function Analysis–Opportunity
Cost Analysis–Learning Curve and Modern Cost Theory–Internal and External Economies
and Diseconomies of Production and Consumption.
5. Theory of Firm: Market and Market Structure–Conditions of Wide Market–Revenue and
Equilibrium of the Firm–Determination of Equilibrium Level of Output–Equilibrium of Firm
and Industry under Different Market Conditions–Price Determination Under Different Market
Condition.
6. Theory of Distribution: Factor Pricing and Income Distribution–Marginal Productivity
Theory and Modern Theory of Distribution–Labor Supply and Wage Determination–Theory
of Rent, Interest and Profit.
Books Recommended:
1. Deweet. K.K. : Modern Economic Theory
2. Ahuja. H.L. : Business Economics
3. I. Lpesy : An Introduction to positive Economics
4. Pal. A. Samuelsom : Economics
5. Hendorson : Micro Economic Theory
Course Code: BSS-107

Bangabandhu & Bangladesh Studies
Location, Geomorphic Characteristics of Bangladesh
10
History of Bangladesh: People of Bangladesh, Origin and Anthropological Identity;
Territories of Bangladesh in Ancient Time; Bangladesh during the Muslim rule; British
Colonial Rule in Indian Sub-Continent; The Pakistan Movement and the Birth of Pakistan;
Language Movement, 1948-52; Juktafront Elections, 1954 and Six Point Program, 1966;
Mass Upsurge of 1969 and Elections, 1970; Liberation War, 1971 and Birth of Bangladesh.
Bangabandhu Sheikh Mujibur Rahman: Introduction of Bangabandhu Sheikh Mujibur

Rahman, Activities before the liberation war and after the liberation war and leadership
quality of Bangabandhu.
Physical and Natural Resources of Bangladesh: Physical Features of Bangladesh;

Climate and major Physiographic Units; Surface Water Inflow and River Systems of
Bangladesh; Pattern of Agriculture and types of Forest in Bangladesh; Mineral Resources
and Industrial Setup in Bangladesh; Density and Distribution of Population in Bangladesh.
Political Administration and Legal Environment of Bangladesh: Forms of

Government and State Mechanisms (Executive, legislature, Judiciary) of Bangladesh;
Constitution of Bangladesh and its Amendments; Administrative Structure of Bangladesh;
Political parties of Bangladesh; Different Political Regimes of Bangladesh; Foreign Policy of
Bangladesh.
Socio-economic Environment of Bangladesh: Social Structure and Social Stratification
in Bangladesh; Population Migration from Rural to Urban areas in Bangladesh; Ethnic
Minorities in Bangladesh; Social Problems of Bangladesh; Macroeconomic Trends of
Bangladesh Economy: GDP, Savings, Investment and Employment; Thrust Areas of
Bangladesh Economy: Poverty Alleviation and Private Sector Development.
Society and Culture of Bangladesh: Bangla Literature in Eighteenth, Nineteenth and

Twentieth Century, Folk Literature, Music, Drama, Theatre, Art, Crafts and Architecture.
Text Books:
Banglapedia: National Encyclopaedia of Bangladesh, Edited by Prof. Sirajul Islam. (Latest
Edition).
Books Recommended:
1. History of Bangladesh: Social and Cultural History, Political History, Economical
History by Mr. Sirajul Islam.
2. Bangladesh National Culture and Heritage: An Introductory Reader Edited by Mr. A
F Salauddin Ahmed.
Course No. MKT111

Business Communication
In the competitive job market effective communication ability creates competitive
advantage. Besides, communication plays an important role in the effective operations and
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successful management of business organizations. In the above context, this course
incorporates basic communication theory, applications of functional English in speaking and
writing, and techniques of communication through business letters, reports Internet and
other electronics media. Successful completion of the course would make students familiar
with the modern practices in oral and written communication and the use of information
technology in effective communication.
1. Introduction to Communication: An Overview-Definition-Nature–Scope–Principles

of Communication–Business and Social Communication–Barriers to Communication-
Different Forms of Communication.
2. Different Perspective of Communication: Down ward–Upward–Horizontal–
Diagonal–External–Internal–Formal–Informal/Grapevine–Intrapersonal–
Interpersonal–Personal–Organizational–Group and Public Communication.
3. The Communication Process: Essential Elements–One-Way Versus Two-way
Communication–Different Models of the Communication process.
4. Designing and Delivering Oral and Online Presentation: Planning-Writing and
Completing Presentation-Guidelines for an Effective Presentation-Preparing PowerPoint
Slides for Presentation.
5. Crafting Messages for Electronic Media: Choosing Electronic Media for Brief
Messages-Creating Content for Social Media-Treating E-Mail as a Professional
Communication Medium-Adapting the Three-Step Process for Successful E-Mail-
Creating Effective Instant Messages and Text Messages.
6. Mass Communication: Importance–Media of Mass Communication–Mass
Communication in the Business Enterprise of Bangladesh.
7. Organizational Communication: Intra and Inter organizational communication–
Tools of Internal Communication–Memorandum–Office Orders–Circulars: Inter-
Organizational Communication–Business & Job letters–Writing an Application Letter–
Preparing a CV/Resume.
8. Meeting and Report Writings: Types of Meeting–Notice–Agenda and Minutes–
Convening and Conducting Meetings–Points of Information–Points of Order–Motions.
Informal and analytical Reports–Planning Business Reports–Preparatory steps of
Writing Reports–Writing the Final Reports–Documenting Reports.
9. Business English: Fundamentals of Grammar–Composition–Translation and
Comprehension.
Books Recommended:
1. M. Omar Ali : Business Communication: Theory and
Application
2. Courtland L. Bovee, John V. : Business Communication Today
Thill And Abha Chatterjee
3. Rajendar Pal, J.S. Karlahalli : Essentials of Business Communication
Course No. MKT151

Marketing Psychology
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The Nature of Psychology: Conceptual Approaches to Psychology, Scope of
Contemporary Psychology and Fields of Psychology, Research Methods and Measurement
in Psychology.
Biological and Development Processes: Biological basis of Behavior: Basic Units of the
Nervous System, Organization of the Nervous System, Psychological Development: Factors
Governing Development, Early Years, Cognitive Development, Personality and Social
Development.
Perception and Consciousness: Sensory Processes: Some General Properties of the
Senses, the Visual Sense, the Auditory Sense and the other Senses.
Perception and Awareness: Object Perception and Perceptual Constancies, Organization

and Perceptions, Perceptual Hypothesis, Movement Perception, Depth Perception, Role of
Learning in Perception, Attention and Perception, Extrasensory Perception, Varieties of
Waking States, Sleeping and Dreaming, Meditation.
Learning: Classical Conditioning, Operant conditioning, Principle of Reinforcement, Multiple

Response Learning, Models of Learning.
Memory and Forgetting: Kinds of Remembering, the Nature of Forgetting, Two Process
Theories of Memory, Improving Memory.
Motivation and Emotion: Theories of Motivation, Motivational Factors in Aggression,

Emotion, Psychological Responses in Emotion. Theories of Emotion, Arousal and Emotion,
Emotional Expression, Emotion as Adaptive and Disruptive.
Personality: Personality and its Assessment: Shaping of Personality, Trait Approach, Social
learning Approach, Psychoanalytic Approach, Phenomenological Approach, Personality
Assessment, consistency of Personality.
Conflict and Adjustment: Frustration, Reactions to Frustration, Anxiety, Theories of
Anxiety, Defense Mechanisms and Adjustments.
Psychopathology and Psychotherapy: Abnormal Behavior, Neuroses and Psychoses,
Schizophrenia, Psychophysiological Disorders, Personality Disorders, Historical Background
of Psychotherapy, Techniques of Psychotherapy,
Text Book:
1. Introduction to Psychology. Hilgard, E.R, Atkinson, R.T, Atkinson, R.C.
Book Recommended:
Introduction to Psychology, Morgam, T. Clifford and Richard A. King, Mcgrow Hill Publishing
Co. Ltd.
Course No. MKT153

Legal Environment of Business
13
Understanding the laws relating to business and trade are very important for smooth
functioning of business enterprises. This course is designed to provide the students with
legal provisions related to business. It contains law of contract, laws related to partnership,
sale of goods, carriage of goods, insolvency, and general principles of company law relating
to formation, management & winding up etc. Learning from this course will provide students
enough knowledge to handle the matters related to legal provisions favorably and run the
company activities smoothly.
1. Law of Contract: Definition–Essential Elements of Contract–Classification of Contracts–

Offer and Acceptance–Consideration–Capacity to Contract–Free Consent–Contract Made
Through Agents–Remedies for Breach of Contracts.
2. Partnership Act: Definition of Partnership–Essential Elements of Partnership–

Formation of Partnership–Relation of Partners and Their Powers–Rights and Duties–
Dissolution of Partnership and Its Consequence.
3. Sale of Goods Act: Definition–Essential Elements of Contract for the Sale of Goods–
Stipulation of Sale–Transfer of Ownership.
4. Negotiable Instrument Act: Definition and Nature of Negotiable Instrument–Types of

Negotiable Instruments–Rights and Liabilities of Different Parties of Negotiable
Instruments–Dishonour of Negotiable Instruments.
5. Carriage of Goods Act: Carriage of Goods by Road, Sea and Air–Laws Relating to
Goods by Road, Sea and Air.
6. Insolvency Act: Insolvent and Its Nature–Effects of Insolvency and Discharge of
Liability.
7. Companies Act: Definition–Features and Classification of Companies’ Formation,

Memorandum and Articles of Association–Commencement of Business–Management
and Winding Up of Company.
Books Recommended:
Mofizul Islam : Principles of commercial Law
Arun Kumar Sen and : Commercial Law and Industrial Law

Jitendra Kumar Mitra
Govt. of Bangladesh : Contract Act, Partnership Act. Sales of goods Act,
Carriage of goods Act, Companies Act-1994.
M.C. Kuchhal : Mercantile Law
Course No. FNB155

Financial Management
14
Finance directly affects the life of every person and of every organization. The aim of this course
is to introduce the students to the basic concepts in finance and financial management and the
analytical tools used in business finance. The course focuses on basic principles of corporate
finance, analysis of risk & return, cost of capital, analysis of time value of money, various sources
of finance available to business enterprise, valuation of stocks & bonds, capital structure &
financial statement analysis. This course would facilitate the easy conceptualization of the basic
areas of finance. This will also encourage the students to proceed towards the advanced issues
in financial management.
Nature of Financial Management: Scope of Finance Functions, Classification of Finance,
Principles of Finance, Job of Financial Manager, Financial Decision Making and Financial Goal:
Profit Vs. Wealth, Conflict of Goals: Management vs. Owners, Financial Goal and Firm’s
Objective.
Time Value of Money: Time Preference for Money, Future of a Lump Sum, Present of a Lump
Sum, Compound Value of a Steam Payments, future Value of an Annuity, Future Value of an
Uneven Stream, Present Value of a Stream Payments, Present Value of an Annuity, Present
Value of an Uneven Stream, Non-Annual Compounding, Continues Compounding and
Discounting.
Risk and Return: Financial and business Risk, Leverage and Risk, Measuring Risk-Probability
Distribution, Expected Value, Standard Deviation and Co-efficient of Variation, Risk Premium,
Risk and Required Return.
Capital Budgeting: Importance of Investment Decisions, Types of Investment Decisions,
Investment Evaluation Criteria, Different Methods of Project Evaluation: BP, ARR, NPV, IRR, PI,
Incremental Approach.
Financial Analysis: Users of Financial Analysis, Type of Ratios and Their Comparison, Utility of
Ratio, Cautions in Using Ratio Analysis, Different Problems of Ratio Analysis.
Short Term Financing Sources: Trade Credit, Overdraft, Various terms of Sales: Accrued
Expenses: Unsecured Loans; Secured loans and other sources; Pledging Accounts Receivables
and Factoring, Short-Term Bank Credit, Obtaining funds by Using Current Assets, Working
Capital.
Intermediate Term Financing & Leasing: Types and Uses of Intermediate-Terms Debt. Cost
and benefits, revolving credit agreements, Characteristics of Lease Arrangements, Sources of
Lease Arrangements, Types of Lease, Reasons for Leasing, Lease vs. Borrow Purchase Analysis.
Insurance company term loans; Provisions of loan agreements.
Financial Structure & Leverage: Characteristics of Debt vs. Equity, Factors to consider in
Planning Methods of Financing, Evaluation of Determining Factors.
Long-Term Financing Decisions and Investment Banking: Long-Term Financing: The
Capital Structure Problem, Decision Criteria for Long-Term Financing Decisions, Raising Funds
from the Capital Market, Institutions Supplying Long Term Finance in Bangladesh.
Valuation of Cost of Capital: Capital Components and their costs; Measures of Value
Component, Costs of Debt. and Equity Capital, cost of preferred stock, cost of Common Equity,
Cost Retained Earnings, Weighted Average Cost of Capital, Marginal Cost of Capital.
Introduction to Capital Market: Shares and Debentures, SEC, Stock Exchange (DSE & CSE)
in Bangladesh-Problems and Prospects.
Text Books:
1. An Introduction to Financial Management. Henderson, G.V, Trennepohl, G.L. et al.
2. Financial Management, John hen Horna.
Books Recommended:
3. Financial Management, Robert W. Johnson & Ronald W. Melicher.
4. Financial Management, Pandey, Vikas Publishing House Pvt. Ltd.
Course No. AIS157

Principles and Practices of Accounting
15
To work effectively in the organization, executives should have the basic knowledge about
accounting. In this course, students will get a thorough grounding on basic accounting
principles and concepts including accounting equation, recording of financial transactions,
preparation of financial statement and worksheet etc. The objectives of this course are to
make students familiar with the preparation of accounting reports and applications of
accounting information intelligently.
1. Introduction: Concept of Accounting–Objectives of Accounting–Branches of

Accounting–Accounting Equation–Users of Accounting Information–Accounting Cycle–
Concept–Steps in Accounting Cycle–Concept of Account–Types of Account–Double
Entry Accounting System–Journal–Ledger-Trial Balance.
2. Adjusting the Accounts: Concept of Adjustments–Types of Adjustment–Reasons of
Adjustments–Adjusting Entries.
3. Worksheet: Concept of Worksheet–Reasons of Worksheet Preparation–Worksheet

Problem Exercise of Service Company–Closing Entries–Reversing Entries.
4. Accounts of Merchandising Company: Income Statement–Balance Sheet–

Correction of Errors.
5. Special Journals: Purchase Journal–Sales Journal–Cash Book-Bank Reconciliation

Statement.
6. Accounting of Plant Assets: Concepts and Nature of Plant Assets–Depreciation–

Factors Affecting Depreciation–Methods of Depreciation.
7. Accounting for Different Types of Organization: Non-trading Concern–Sole Trader

ship–Partnership
8. Company Accounting: Concepts–Types of Shares–Issuance of Shares.
9. Inventory Accounting: Concept of Inventory–Types of Inventory–Methods of

Inventory Calculation.
Books Recommended:
Philip E. Fess & Carl S. : Accounting Principles, South Western
Warren Publishing Company, Cincinnati, 1984
Jerry J. Weygandt and : Accounting Principles
et al.
M. Khan : Advanced Accounting Vol. 1
Nisownger & Fees : Accounting
Welsch Newman & : Intermediate Accounting

Zlatkowich
Simth & Skousen : Intermediate Accounting
Course No. MGT165

Principles of Management
16
A broad awareness and understanding of the principles, concepts, theories and techniques
of modern management in the contemporary environment is very important to be an
effective business leader and executive. The main objective of the course is to get students
accustomed with the classical, neo classical concepts and scientific methods of
management. The course covers management theory and its historical development,
transition from classical management theories to contemporary management theories,
principles, functions, and techniques. This course will let the students know about the
issues of scientific management theory in the field of business and will enable them to lead
an organization efficiently.
1. Introduction to Management: Definition of Management–Nature, Purpose and

Principles of Management–Managerial Responsibility–Types of Managers–Management
Process–Skills–Concepts of Productivity–Effectiveness and Efficiency–Is Management a
Science or Art? –Is Management a Profession?
2. Environment: Internal and External Environment of Organizations–Components of

External Environment–Managing Environment.
3. Planning: Meaning–Nature–Types–Steps–Limits of Planning–Making Planning Effective.
4. Objectives: Nature of Objectives–Management by Objectives–The Process of MBO–

Setting Objectives–Benefits and Weakness of MBO.
5. Decision Making: Decision Making Process–Problem and Opportunity Findings–Nature
of Managerial Decision Making–Other Factors in Decision Making–Decision Support
Systems.
6. Organizing: Meaning–Nature–Purpose–Types of Organization–Organizational

Structure–Span of Management–Departmentation–Delegation of Authority–Centralization and
Decentralization–Coordination’s.
7. Leading: Human Factors in Management–Relevant Theories–Creativity and Innovation–

Motivation–Leadership.
8. Controlling: Meaning–Nature–Principles–Control Process–Types of Control Methods–

Requirements of Effective Controls.
Books Recommended:
Samuel a.
C. Certo
1 S. Trevis Certo : Modern Management Concepts and
Skills.
Harold Koontz
b. and Heinz Weihrich : Management, A Global Perspective
R. W. Griffin
c. : Management
Course No. MKT201
17
Marketing Management
Marketing strategy becomes central to enterprise strategy. Competitive strategy and

marketing strategy are synonymous. It is marketing that can make difference among the
competing firms. After completion of the course the graduates would be able to develop the
distinctive marketing program and contribute in survival, growth and sustainability of their
organizations. The intended learning objectives of this course are to gain ability to critically
analyze and identify the environmental elements affecting marketing decisions; ability to
identify and analyze market opportunities; ability to design balanced marketing program,
implementing and managing marketing activities favorably.
a) Marketing Management: Meaning–Nature and Scope of Marketing Management–

Objectives and Responsibilities of Marketing Management–Building Customer
Satisfaction, Value and Retention.
b) Demand Measurement: Analyzing State of Demand-Forecasting and Measuring

Demand.
c) Analyzing Marketing Opportunities: Scanning the Marketing Environment–Analyzing

Consumer Market and Business Market–Analyzing Competitors-Market Segmentation,
Targeting and Positioning.
d) Managing Product: Nature and Types of Product-Product Innovation–Diffusion of

Innovation–Managing Product Life Cycle.
e) Developing Pricing Strategies: Setting the Price–Experience Curve Pricing–Cost

Based Pricing–New Product Pricing–Pricing over Product Life Cycle–Pricing for Export
Marketing–Adapting Price–Initiating and Responding to Price Changes–Legal Aspects of
Pricing–Price Promotion.
f) Managing Marketing Channels: Channel Design Decisions-Management Decisions–

Channel Dynamics.
g) Managing Marketing Communication: Designing, Managing and Coordinating

Integrated Marketing Communication.
h) Managing Sales Force: Designing Sales Force–Recruiting, Training, Motivating and

Evaluating Sales Representatives.
i) Organizing, Implementing and Controlling Marketing Programs: Marketing

Organization–Marketing Implementation–Analyzing Marketing Performance–Marketing
Control–Annual Plan Control- Profitability Control–Efficiency Control–Marketing Audit.
Books Recommended:
1. Philip Kotler : Marketing Management: Analysis, Planning
Implementation and Control.
2. Kenneth R. Davis : Marketing Management
3. Martin Zober : Marketing Management
18
Course No. MKT203
Entrepreneurship Development and Small Business Management
One of the serious problems Bangladesh has been facing is the huge unemployment. Every year
graduates are coming out from universities and looking for jobs. But limited opportunities
resulted in chronic unemployment and huge loss of its most important human resource. To
address the issue this course is designed to provide the students a sense self
employment through identifying opportunities, generating business ideas and developing

effective business plan. It is true that this little learning on entrepreneurial process is not enough
to make the graduates ready to take risks involved in starting a new venture. But the learning
from this course might help them to change their typical mindset from searching job to creating
jobs and self employment, which is badly needed at this moment for the sustainable
socioeconomic development of Bangladesh.
1. Entrepreneurship: Concept of Entrepreneur & Intrapreneur Evolution of the

Entrepreneurship Concept – Functions – Characteristics - Types And Behavior of
Entrepreneur – Behavior – Entrepreneurial Career – Role of Entrepreneurship in the
Economic Development – Ethical and Legal Issues Related to Entrepreneurship – Social
Responsibilities of Entrepreneur.
2. Factors Affecting Entrepreneurial Growth: Environment for Entrepreneurship
Development – Economic Factors – Non-Economic Factors – Government Actions.
3. Entrepreneurial Motivation: Motivation Theories – Testing Entrepreneurial Motivation
– Entrepreneurial Mind – Feeling – Role Model in Entrepreneurship Development.
4. Entrepreneurial Competencies: Meaning of Entrepreneurial Competencies or Traits –
Major Entrepreneurial Competencies – Developing Entrepreneurial Competencies.
5. Business Opportunity Scanning: Identifying and Evaluating Business Opportunities
– Generating Ideas – Transforming Ideas into Business Opportunities.
6. Business Planning: Market Research – Business Planning Process – Financial Plan –
Organizational Plan – Marketing Plan – Major Benefits of Business Plan.
7. Entrepreneurship Development in Bangladesh: Entrepreneurship Development
Program (EDP) – Objectives and Needs of EDP – Government Policy and Institutional
Support for Entrepreneurship Development in Bangladesh.
8. Small Business: Definition – Characteristics – Role of Small Business in the Economic
Development – Growth Strategies in Small Business – Problems of Small-Scale
Industries
9. Financing Small Business: Sources of Finance – Capital Structure – Term Loans –
Short-Term Loan – Venture Capital.
10. Small Enterprises in International Business: Export Performance and Trends of
Small Enterprises – Major Constraints – Measures to Handle the Constraints.
Books Recommended:
1. Gupta Dr. C.B. et al. : Entrepreneurship and Small Business Management
2. S. S. Khanka : Entrepreneurial Development
3. Rahmen. A. H. M. H. et : Entrepreneurship and Small Enterprise Development
al. in Bangladesh
4. B.B.R Chittagong : Entrepreneurship and Management in Bangladesh
University
5. Robert D. Hisrich : Entrepreneurship
Course No. – MAT205
19
Business Mathematics
The course is designed to equip the students with mathematical tools and concepts to be
used in the business decision Process. The course includes review of the basic algebra,
derivative & its application, business application function & equation, analytical geometry,
equation, set theory, factorization of arithmetic & progression, graphing mathematical
function & its use as model. Understanding it also covered integral calculus. The course
would enable students to grow confidence and ability to select, formulate and use of
appropriate mathematical methodology related to business in particular.
1. Theory of Sets: Definition–Finite Sets–Null Set–Unit Set–Equal & Equivalent Set–

Subset–Power Set–Union & Intersection of Sets–Universal Set–Complement &
Difference of Sets–Set Operation & its Application to Business Problems.
2. Functions & Equations: Idea of Functions–Implicit & Explicit–Functions–Linear–

Quadratic–Cubic & Biquadratic Functions–Solution of Linear–Quadratic & Simultaneous
Equation–Graphs of Function.
3. Coordinate Geometry: Rectangular Coordinate System–Distance Between Two

Points–Gradient–Equations of Straight Lines–Two Points Form.
4. Matrices & Determinants: Definition of Matrix & Determinant and their Properties–
Addition & Multiplication of Matrices–Inverse of Matrix–Solution of Simultaneous
Equations.
5. Eliminatory Calculus: (a) Differentiation: Definition–Basic Rules of Differentiation–

Successive & Partial Differentiation–Rules Theorem–Application to Elasticity of
Demand–Marginal Cost–Revenue Functions–Conditions for Profit & Output–
Maximization & Cost Minimization. b) Integration: Definition–Basic Rules of
Integration–Methods of Substitution & Integration by Parts–Idea of Definite Integrate–
Application.
Books Recommended:
1. V.K. Kapoor : Business Mathematics
2. Zamiruddin & Khanna : Business Mathematics
3. Bowen : Mathematics: With Application in Management

& Economics.
4. M. Raghavacharia : Mathematics for Management.
Course No. ECO207

20
Macro Economics
This course examines the economic system as a whole. The course places special emphasis
on the study of national income, price level determination, economic performance
measures, the financial sector, stabilization policies, economic growth, and international
economics. The goals for the class are four-fold: 1) to increase the students understanding
of the Bangladesh economic system – output, unemployment and inflation. 2) to use
graphic representation to explain economic events. 3) to apply monetary and fiscal policy
to counteract economic problems. 4) to gain sufficient understanding, analytical skill and
problem solving ability to pass different tests for university credit.
1) Introduction to Macroeconomics: Key Concepts of Macroeconomics, Relationships
among Macroeconomic Variables- Difference with Microeconomics- Aggregate Income,
Consumption- Savings and Investment- General Price Level- Inflation- Business
Cycles- Stock and Flow- Statics and Dynamics-Equilibrium.
2) National Income Accounting: Measuring GDP- GNP- GNI- NNP- NI-Personal Income,
Disposable Income- Nominal Income & Real Income- Five-Sector Circular Flow Model of
Income- Expenditure Approach- Income Approach & Output Approach of Income
Accounting-, Keynesian Cross Model of National Income- Difficulties to Measure National
Income in Developing Countries.
3) Theories of Income and Employment: Classical Theory of Employment – Say’s Law
and Wage-Price Flexibility Theory of Full Employment- Savings- Investment- Money &
Price Impact in Full Employment- Keynesian Theory of Income & Employment –
Principles of Keynes-Theory of Employment- Money-Wage Rigidity Model of Involuntary
Unemployment, Depression and Involuntary Unemployment- Implications of Keynes
Theory of Income & Employment.
4) Consumption and Savings Functions: Concept of Consumption Function- Saving
Function- Consumption-Saving-Interest Relation- Keynes Theory of Consumption
Determinants of Propensity to Consume- Relative Income Theory of Consumption-
Life Cycle Theory of Consumption- Permanent Income Theory of Consumption,
5) Investment Functions: Meaning of Investment, Fixed Investment – The Neoclassical
Approach- Business Fixed Investment – Alternative Approach- Residential Investment-
Inventory Investment- Derivation of Investment Multiplier.
6) Economic Growth and Inflation: Neoclassical Growth Theory, Economic Growth – The
View of Supply Side Economics, Estimates of the Sources of Economic Growth- The
Growth Rate & Environmental Quality- Definition of Inflation-Measures of Inflation-
Economic Effects of Inflation, Demand & Supply Side of Inflation- Inflation &
Unemployment.
7) Economic Balancing: Income Policy – The Rational of Incomes Policy- Asian Economy
Experience with Income Policy- From Conventional to Tax-Based Incomes Policy- Fiscal
Policy – The Full Employment Budget Surplus- Flexibility of Fiscal Policy- Variations in Govt.
Purchase- ransfer Payments and Taxes- Monetary Policy – How Does It Works? Keynesian
vs. Monetarism, Role for Stabilization Policies- Keynesian – Monetarism & Rational
Expectations- Determining Monetary Policy.
Books Recommended:
1. Dornbusch & Fischer : Macroeconomics
2. Parkin, Michael : Macroeconomics
3. Edward Shapiro : Macroeconomics Analysis
4. H. L. AHUZA : Macroeconomics Theory and Policy
Course No. 215
21
Money and Banking
This course investigates the total structure and operation of banking system, monetary
policy and its implication in business. The money part of this course includes nature,
evolution and functions of Money, theories of money, Value of Money and Price Level,
Monetary Policy, Inflation and Deflation and their effects on value of money. The banking
part of this course includes banking system both commercial and central, regulatory
environment, credit and credit control and money market. Learning from this course would
make students familiar with various terminologies, principles and practices of monetary and
banking policy.
1. Nature and Functions of Money: Definition and Development of Money–Kinds of

Money–Functions and Purpose of Money.
2. Supply and Demand for Money: Supply of Money–Demand for Money–Equality of

the Demand for the Supply of Money.
3. Money Market: Money Market Definition–Composition and Institutions of Money

Market–Characteristics and Significance of Money Market.
4. Commercial Banking: Definition and Evolution of Banking–Functions of Commercial

Banks–Banking Operations–Portfolio Management–Role of Commercial Banks–
Guidelines for a Sound Banking System.
6. Credit Creation by Commercial Banks: Demand Deposits and Money–Primary and

Derivative Deposits–Process of Multiple Credit Expansion–Limits to Deposit Expansion.
7. Central Banking: Characteristics of Central Bank- Nature of Central Banking–

Comparison between Central Banking and Commercial Banking–Functions of Central
Bank.
8. Instruments of Credit Control: Task of Credit Control–Methods of General Credit

Control–Open Market Operations–Variable Reserve Ratios–Secondary Reserve
Requirements–Selective Credit Control.
Books Recommended:
1. L. V. Chandler : Economics of Money and Banking
2. K.C. Shekher : Banking Theory and Practices.
3. Ronald I. Robinson : The Management of Bank Funds.
4. R.S. Sayers : Modern Banking.
5. S. A. Shakoor : A Hand Book of Bank Management
Course No. AIS217

Principles of Cost and Management Accounting
22
Comprehensive knowledge on Cost and Management Accounting is critical for the managers
in planning and controlling organizational activities. The course contains elements of costs,
costing methods, cost-volume-profit relationship, budgets, standard cost, direct costing,
process costing, material planning, performance measurement and management control
etc. The objectives of this course are to equip students with adequate skills and knowledge
about concepts and techniques of cost and management accounting necessary for efficient
and effective managerial decisions.
1. Nature and Scope: Meaning, Objects, Importance & Advantages of Cost Accounting -
Essentials of a Costing System - Relationship Between Cost & Financial Accounting -
Methods of Costing: Limitations of Cost Accounting.
2. Basic Cost Concepts: Concept of Cost and Expenses - Elements of Costs - Classification
of Cost – Cost Unit and Cost Center - Method of Costing - Installation of Costing System-
Preparation of Cost Sheet- Determination of Profit.
3. Overheads: Classification of Overheads – Comments on Certain Items of Overheads –
Overhead Distribution Stages – Distribution of Different Overheads – Actual Vs.
Predetermined Overhead Rates – Over and Under-absorption Overheads – Control over
Overheads Cost.
4. Cost Accounting Cycle: Double Entry System in Cost Accounting - Control Account -
Integrated System - Separated System.
5. Reconciliation of Cost and Financial Accounting: Causes of Difference – Preparation
of Reconciliation Statement or Memorandum Reconciliation Accounts.
6. Management Accounting: Definition - Objects - Importance - Scope - Difference
between Financial Accounting, Cost Accounting and Management Accounting, Use of
Accounting for Management Purposes. Functions of Management Accountants -
Limitations of Management Accounting.
7. Cost Behaviour in Decision Making: Fixed and Variable Costs - Behaviour of Fixed
Cost - Classification of Fixed Cost, Behaviour of Variable Cost - Classification of Variable
Cost - Mixed Cost - Behaviour of Mixed Cost - Segregation of Mixed Cost. Total Cost -
Cost per Unit - Behaviour of Cost per Units, Product Cost and Period Cost - Relevant and
Irrelevant Cost.
8. Management Accounting Techniques and Profit Planning: Marginal Costing, Direct
Costing, Absorption Costing, Budgeting & Budgetary Control & Standard Costing –
Pricing Decisions – Product Pricing Methods – Contribution – Key Factor – Profit Planning
– Break-even Analysis – Break-even Chart.
9.
Books Recommended:
1. Banarjee, B. : Cost Accounting.
2. Matz, Curry and Usry : Cost Accounting.
3. Horngron, C.T. : An Introduction to Management, Accounting.
4. Batty. J. : Management Accounting.
5. S. N Maheshwari : Cost and Management Accounting
Course No. MKT251
Organizational Behavior
23
BBA students are the future leaders of the corporate world. After graduation they will work
with the organization leaders in vision setting, team building, organizational structure
designing, initiating and managing change. Keeping these in mind this course is designed
with special focus on the organizational environment, structure, dynamics, organization
development and theories, leadership and managing workforce in changing environment.
Understanding the course would help the students in developing a sound organizational
culture enhancing organizational competitiveness and achieving organizational objectives
with positive mind-set in facing the future challenges effectively.
1. Understanding Organizational Behavior (OB): Definition–Goal and Elements of
OB–Historical Development of OB–Fundamental Concepts of OB–Revolving around
Human and the Organizations.
2. Models of OB: The Autocratic Model–The Custodial Model–The Supportive Model–The
Collegial Model–Conclusions about the Models.
3. Motivations and Reward Systems: A Model of Motivation–Motivational Drives–
Achievement Motivation–Affiliation Motivation–Competence Motivation–Power
Motivation–Human Needs–Maslow’s Hierarchy of Needs–Herzberg’s Two Factor Model.
4. Employee Attitude: The Nature of Employee Attitudes–Job Satisfaction–Benefits of Job
Satisfaction Study–Use of Existing Job Satisfaction Information–Job Involvement–
Organizational Commitment–Effects of Employee Attitudes–Employee Performance–
Turnover–Absence and Tardiness–Theft-Other Effects
5. Leadership & Participation: The Nature of Leadership–Management & Leadership–
Traits of Effective Leaders–Situational Aspects of Leadership–Behavioral Approaches to
Leadership–Positive and Negative Leaders–Autocratic, Participative, and Free-Rein
Leaders–Contingency Approaches to Leadership–Fidler’s Contingency Model–Path Goal
Model of Leadership–Participation.
6. Interpersonal Behavior: Conflicts in Organization–Nature of Conflict–Levels of
Conflict–Sources of Conflict–Effects of Conflict–Transactional Analysis (TA)–Ego States–
Types of Transactions–Life Positions–Applications of TA–Power and Politics–Types of
Power- Organizational Politics–Tactics to gain Political Power.
7. Group Dynamics: Meaning of Group–Types of Groups–Formal Group–Informal Group–
Command Group–Task Group–Friendship Group etc.–Stages of Group Development–
Ingredients of Effective Teams–Game Playing (Broken Square) Game Materials will be
Supplied by the Faculty in Class.
8 Organizational Culture: Meaning of Culture- Strong and Weak Culture–Culture’s
Function–How Cultures Form–How Employees Learn Culture–How to Change an
Organization’s Culture.
9. Change Management: The Nature of Work Change–Costs and Benefits of Change–
Resistance to Change–Logical, Psychological &-Sociological Change–Possible Benefits of
Change–Implementing Change Successfully–Three Stages in Change–Building Support
for Change.
Books Recommended:
1. John W. Newstron & : Organizational Behaviour-Human Behaviour at
Keith Davis work
2. Edgar N. Schein : Organizational Psychology
3. R.S. Dwivedi : Human Relations & Organizational Behaviour
4. M.E. Heilman & H. A. : Managing Human Forces in Organization
Homsterin
5. Fred Luthans : Organizational Behaviour
Course No. MKT253
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Insurance and Risk Management
This course covers managing risk faced by business as well as in personal life also. It
includes insurance as the device for handling and managing all types of risks. Life insurance,
marine and fire insurance and various other types of emerging insurance and their
organization and management in practices will be major focus of the course.
1. Introduction: Definition and Nature of Insurance–Role and Importance of

Insurance–Insurance Contract–Functions of Insurance–Principles of Insurance–
Reinsurance–Double Insurance–Insurance Marketing–Insurance and Society–
Philosophy of Insurance–Loss, Peril and Hazard in Insurance.
2. Life Insurance: Definition–Elements–Characteristics–Life Insurance Contract–

Classification of Policies–Selection of Risk–Measurement of Risk and Mortality Table–
Policy Conditions–Profit and Bonus–Life Insurance Salesmanship.
3. Marine Insurance: Nature of Marine Insurance Contract–Marine Insurance Policies

Conditions–Premium Calculations–Marine Losses–Payment of Claims–Warranties
and Guaranties.
4. Fire Insurance: Nature of Fire Insurance–Contract–Kinds of Policies–Policy

Conditions–Rate Fixation in Fire Insurance Payment of Claim.
5. Miscellaneous Insurance: Export Credit Guarantee Scheme–Peoples Personal

Accident Insurance–Crops Insurance–Live Stock Insurance–Health Insurance–
Automobile Insurance–Burglary Insurance–Group Insurance–Postal Life Insurance–
Education Insurance.
6. Insurance Business in Bangladesh: Jibon Bima Corporation–Sadharan Bima

Corporation–Private Insurance Companies–Future of Insurance Business in
Bangladesh.
7. Risk Management: Definition–Function and Nature of Risk–Classification and Evaluation

of Risk–Determination of Risk–Perquisites of an Insurable Risk–Measures Regarding Care
should be taken in taking the Risk for Indemnification–Elimination and Spreading of Risk–
Methods of Risk Management.
Books Recommended:
Azizul Huq Chawdhury : Elements of Insurance.
M.N. Mishra : Insurance principles and Practices.
Frederick G Grone : Insurance Principles and Practices.
M.A. Samad : Life Insurance Selling in Action.
Course No. STA255

25
Business Statistics
Aim of this course is to equip students with the knowledge of statistical tools and techniques
used in business and research. It deals with the basic concepts of statistics, measures of
central tendency, measures of dispersion, correlation and regression and sampling. This
course would help the students in making better business decision with the aid of statistical
tools. Moreover, it would make the students capable of doing business research using
statistical tools.
1. Introduction: Definition - Nature - Scope - Functions - Limitations - Use of Statistics
in Business.
2. Data Collection and Presentation: Collection - Classification & Tabulation of

Statistical Data - Frequency Distribution and Graphical Representation of Data.
3. Measures of Central Tendency: Mean - Median & Mode - Computation and Properties
- Problems.
4. Measures of Dispersion: Absolute and Relative Measures of Dispersion - Computation

and Properties - Problems.
5. Skewness, Moments and Kurtosis: Moments from Arbitrary Value - Moments from
Mean - Relation between Moments - Measures of Skewness & Kurtosis and their Uses.
6. Correlation and Regression: Difference between Correlation and Regression Analysis

- Regression Line - Scattered Diagram - Regression Equation - Regression Coefficients
- Significance of the Study of Correlation and Causation - Coefficients of Correlation -
Rank Correlation Coefficients.
7. Probability: Meaning - Addition And Multiplication Theorems - Sample Space - Events

- Marginal Conditional Probability - Statistical Independence Of Events - Baye's
Theorem - Expected Value.
8. Index Number: Construction of Price – Quantity – Value and Cost of Living Index
Numbers - Problems of Construction - Ideal Index - Tests and Uses of Index Number.
9. Time Series Analysis: Definition – Utility – Components and Trends.
10. Sampling: Sampling and Census - Advantages and Disadvantages of Sampling over
Complete Counting - Different Types of Sampling - Different Methods of Sampling.
Books Recommended:
1. Gupta & Gupta : Business Statistics
2. Yule and Kendall : Introduction to Theory of Statistics.
3. Richard and Levin : Statistics for Management
4. Md. Ali Mian and Alimullah Miyan : Introduction of Statistics.
5. Shukla MC and Gulshan SS : Statistics - Theory and Practice.
6. A.L. Buddington : Statistics and their Application in
Commerce
Course No. CSE257
Computer in Business
26
Understanding computer basics and the applications of packages is must for matching with
today’s office environment and for better carrier. The course introduces students with the
basic knowledge of computer, some important packages i.e. Microsoft Word, Excel,
PowerPoint, Internet Applications, Access and basic Programming Language. Learning from
this course would enable students to gain necessary skills for handling computer and to
make proper use of their skills in discharging managerial responsibilities.
1. Introduction to Computers: Characteristics of Computers – Basic Application of
Computer – Different Types of Computers - Advantages & Disadvantages of
Computerization - Effects of Computers in Business.
2. Components of Computer System: Central Processing Units (CPU) - Input Devices-
Output Devices – Memory Devices - Storage Devices.
3. Computer Codes & Arithmetic: Number System –Bits and Bytes - Binary – Binary
Arithmetic - Octal – Decimal - Hexadecimal - Conversion of Number System.
4. Software Components: Types of Software - System Software – High Level Languages
- Assemblers - Compilers - Interpreters - System Utilities - Flow Chart – Application
Packages – Utility Software - Stages in the Development of Software.
5. Data Processing: Purpose of Data Processing - Operation Structure - Concepts -
Modern Techniques.
6. Application of Packages: Word Processing Programs (Text Creation, Formatting and
Proofing, Table Manipulation and Printing) – Spreadsheet’s Programs (Elements,
Manipulation of Cells, Function and Formulas, Printing) – Workbook (Editing and
Viewing) - Presentation Programs (Basics, Creation of Presentation, Preparation Slides,
Provides Aesthetic and Presenting Slides) – Database – Working with a Database –Users
of Database – Common Corporate Database Systems - Statistical Packages (SPSS, PLS
and AMOS).
7. Computer Communication and Internet: Computer Networks – Concept of Internet
–Application of Internet – Service on Internet – Web Browsing Software – Surfing
Internet - Email – Basic of Electronic mail – Using of Email and Document Handling-
Online Shopping, Banking and Finance.
Protecting Privacy, Computer and Data: Understanding the Needs for Security Measure
– Basic Security Concept – Threats to Users – Threats to Hardware – Threats to Data –
Virus –Antivirus – Antivirus Packages – Cybercrime – Cyberterrorism.
8. Computer in Bangladesh: Application - Problems - Prospects.
Books Recommended:
1. William S. Davis : Computers and Business Information

Processing
2. Sanders D. Donald : Introduction to Information Processing User's
Manuals for word, Excel and Access
3. Hutchinson, SE and Sawyer : Computers & Information System
SC
27
Course No. MKT300
Agricultural Produce Marketing
As an agro-based economy agricultural produce marketing has an immense of importance

in Bangladesh. In this regard, agricultural production theory, market structure, marketing
functions and pricing of agro-cultural products are extremely important aspects for the
agricultural produce marketers. This course will enable the student to set insight into the
above mentioned theories and aspects of APM. In addition the course will help the students
empower applying theories while marketing agricultural produces.
1. Aspects of agricultural Marketing: Definition – Evolution - Branches or Areas -

Importance and Approaches to the Study of Agricultural Marketing - Market Structure
and Product Market Features - Consumption Structure - Basic Problems of Agricultural
Marketing - Sub-Systems - Roles Ideal System - Flow of Agricultural Marketing -
Scientific Marketing for Farm Products.
2. Agricultural Production Theory: Types of Agricultural Farm and their Advantages and
Disadvantages - Agricultural Surplus and Factors Affecting Marketable Surplus -
Production Functions and its Analysis - Basic Problems and Factors of Production - Cost
Concepts and Diminishing Return.
3. Agricultural Market Structure: Components and Dimensions of Market - Types and

Dynamics of Market - Factors Affecting Market and Market Structure - Difference
between Agro Product Marketing and Industrial Product - Industrial Income vs.
Agricultural Income - Agro Based Industry - A Promising Sector for Our Economy -
Categories and Prospects of Agro Business - Areas and Problems of Agro Business in
Bangladesh.
4. Agricultural Marketing Function: Primary Function – Assembling – Processing and

Value Addition – Grading & Standardization – Physical Function – Packaging – Storage
– Warehousing - Transportation and Types - Development of Physical Function -
Exchange Functions – Buying and Selling Functions – Objectives of Buying and Selling -
Demand Creation – Different Buying Methods and Types – Facilitative Functions – Risk
Taking and Risk Reducing Strategy – Hedging and Future Trading – Financing for
Agriculture – Market Information and Its Necessity.
5. Marketing Agencies: Distribution Participants their Types and Characteristics –

Marketing Channels – Middlemen Engaged in Agricultural Marketing in Bangladesh –
Experience in Contract Farming and their Merits and Demerits – State and Group
Marketing and Their Objectives And Limitations.
6. Agricultural Marketing Cost and Pricing: Distinguish Character of Marketing Costs

– Elements of Marketing Costs – Efficiency Dimensions – Factors Affecting Marketing
Costs – Factors Affecting Price Decision – Demand & Supply Analysis – Causes of Price
Fluctuations and their Effects.
28
7. Cooperative in Agricultural Marketing: Characteristics – Functions Types – Structure
of Cooperative In Bangladesh – Slow Growth of Cooperative in Bangladesh –
Cooperation Under Capitalism & Socialism – Need – Practices – Motives – Principles of
Cooperation – Collective Farming.
8. Agricultural marketing Dimensions: Need for Training and Research in Agricultural

Marketing – Marketing Extension and Dimensions of Market Statistics – External Views
– Methods – Forms and Problems of External Marketing Necessities – Roles – Policies –
Control and Participations of Government in Agricultural Marketing in Bangladesh.
9. Marketing of Selected Agricultural Products: Chemical and Organic Fertilizer -

Fruits and Vegetables – Poultry and Egg – Livestock and Meat – Milk and Dairy Products
– Tobacco and Tobacco Products – Mushroom – Tea.
Books Recommended:
1. N.L. Agarwal, : Agricultural Marketing, Fourth Edition, Oxford & IBH

Publishing company. Private Limited, New Delhi, 2006.
2. Akramul Hoque : Agricultural Marketing in Bangladesh, First Edition,

Published by Moinuddin, gandaria, Dhaka-2004
3.Anishure Rahman : Agricultural Economics, 2nd Edition, Progothi Publishing
Limited, 38-Bangla Bazar, Dhaka, 1100,2006
4. Ramkishen Y. : Agricultural Marketing, 2nd Edition Jaico Publishing
Rural House, Mumbai-400001
5. Richard L. Kohles : Marketing of Agricultural Products, 9th Edition, Prentice
Hall of India Private Limited, New Delhi, 110001, 2006
6. S.S chinna, : Agricultural Marketing in India, 2nd Edition, Kallyan
Publisher, New Delhi 110002
Course No- MKT302

International Trade & Foreign Exchange
29
1. International Trade: Meaning-Nature and Importance of Foreign Trade-Causes,
Patterns and Gains from Trade- Theories of foreign Trade: Comparative Advantage
Theory, Opportunity Cost Approach- Heckscher Ohlin Theory- Criticism of Foreign Trade
Theories- Legal Requirements in foreign trade-Free Trade and Protection- Arguments
For and Against Free Trade and Protection.
2. Terms of Trade: Meaning and Analysis of Terms of Trade-Factors influencing the terms
of trade-Methods of Determining the Terms of Trade- Effects of changes in Terms of
Trade-Implications of Favorable Terms of Trade-State of Terms of Trade in Developing
Countries.
3. Foreign Exchange : Meaning of Foreign Exchange, Exchange Rate- FERA Act- 1947,
Function of foreign exchange- Determinants of exchange rate- causes of exchange rate
fluctuation-Methods of exchange rate-Foreign exchange product-Foreign exchange
quotation-causes of exchange rate fluctuation-Exchange Control-Methods of exchange
control-objectives of exchange control-Foreign Remittance- Foreign Inward remittance-
purpose of inward remittance-payment procedure of foreign remittance-Foreign outward
remittance and common modes of outward remittance.
4. Export & Import: International Trade- export trade-Objective of export trade- export
procedure-problems and prospect of export system in Bangladesh, Ways of developing
the export in Bangladesh, Import Trade- import procedure-Types of payment method-
Documentary Credit (LC) as per UCPDC-600- Problems in Import procedure-Incoterms
used in International Trade.
5. Documentation & Finance of International Trade: Meaning of documentation,
export documentation, import documentation- importance and requirements of effective
export documentation- Documents used in export procedure and preparation- problems
in export documentation- Export Finance- Pre-shipment finance and post shipment
finance- import documents of import procedure-import finance-pre-shipment import
finance and post shipment import finance- problems in import documentation-Role of
Banks in International Trade.
6. Balance of Trade and Balance of Payment: Foreign Trade- Balance of Trade-Balance
of Payments- Features of Balance of Payments-components of balance of payments-
Difference between BOT & BOP-Causes of Disequilibrium of Balance of Payments-
Measures of correcting adverse balance of payments.
7. Export Marketing: International Marketing-Export Marketing- Importance of export
marketing-Features of export Marketing-Factors affecting export marketing-
consideration of export marketing-Steps involved in export marketing- pre-requisites
for effective export marketing.
8. Export Service and Incentives: Meaning and importance of export services and
incentives- export services and incentives in Bangladesh-Role of EPB, BSTI, NCBS, TCB
& CCI&E for export development.
9. Foreign Trade in Bangladesh: Size and Structure of Foreign Trade in Bangladesh-
Balance of Payment Position in Bangladesh- Traditional and Non Traditional Export Items
in Bangladesh-Prospective sectors for developing the export trade in Bangladesh- Role
of Bangladesh Bank for emphasis of Foreign Trade-Role of ADB, EDF, JICA, WB, IMF for
the improvement of Foreign Trade-Review of Export and Import Policy- Export
Processing Zone in Bangladesh.
10. Global Monetary and Regulatory Institutions: IMF, World Bank, WTO, UNCTAD,
GATTS, TRIPS: Globalization-Multilateral Trading- Role of Commercial policy in
Underdeveloped countries like Bangladesh- Dispute Settlement Mechanism- Free EU,
NAFTA, SAFTA, ASIAN.
Books Recommended:
1. B.S.Rathor & J.S.Rathor : Export Marketing
2. Export Promotion Bureau, Dhaka : Hand Book for the Exporters in Bangladesh.
3. International Chamber of Commerce : UCPDC-500
publications
Course No. MGT304
Human Resource Management
30
Sound human relations and work environment is essential for organizational success. This
course deals with human resource planning, recruiting, training and development,
motivating, job, evaluation, remuneration policies, employee relations and productivity.
Understanding human resource management will enable students to maintain sound human
relations, favorable work environment in the organization and to ensure best performance.
1. Introduction to HRM- Definition of HRM-Characteristics-Importance-Function-Purpose-
Challenges faced by HRM- Structure of HRM department.
2. Human Resource Management Policy- HRM policy- Policy areas- Influencing factors
of HRM policy- Quality of HRM policy.
3. Human Resource Planning- Meaning-Importance-Planning process- Determine job
needs.
4.Recruitment and selection -Definition of Recruitment- Purpose of recruitment-process-
Internal sources & external sources-Selection Process.
5. Training and Development- Importance of training-Objectives-Principles- Process for
effective training program-Approach of evaluation- Types of evaluation instruments-
Reasons for failure- Relationship between training and education.
6. Job analysis: Importance-Process-Methods- Problems of job analysis.
7. Remuneration policy- Methods of remuneration- Fringe & benefit- Morale- Grievance
–Steps in handling grievance.
8. Trade union: Principle of trade union-Why workers join-How objectives achieved by
trade union- Why trade union not effectively participated-Essential for successfulness-
Trade union in Bangladesh.
9. Job evaluation: process of Job evaluation- Merit rating- Methods- Reward or
incentive- Promotion.
10. Developing Human Resources- Scope and cost human resources development-
Model of training cycle-Design of training program- Level of evaluation- design.
11. International Human Resources management- Approaches-factors affecting to
HRM.
Books Recommended:
1. Gary Dessler :Human Resource Management
2. Michael J. Jucius :Personnel Management
3. Edwin B Flippo :Personnel Management
4. charles J. Coleman :Personnel-An open system Approach.
5. Maurice W. Cuming :The theory and practice of Personnel
Management
5. Georrs S. Odiorance : Personnel Policy
Course No. MKT310
Project Planning and Implementation
This course is designed to give the students an understanding of the basic concepts and
techniques of project management. The course includes project identification, project
formulation, appraisal, and resource mobilization for project, planning, implementation,
31
monitoring and evaluation of project. The techniques like network analysis, resource loading
and leveling are examined. Learning from this course would help the graduates to develop
management skills in handling job related to project management.
1. Introduction- Project definition-Nature-Classification – Scope - Project life cycle -
Project management- Element- Functions- Project manager-Responsibilities- Traditional
management V/s Project management- Project organization- Project planning and
scheduling.
2. Project Cycle Analysis- Project formulation-Stages-Project identification-Factors in
technical analysis-Feasibility of project-Principle and techniques of appraisal-Social, Political
and Economical appraisal of project- Problems in affective project formulation- Necessary
measures for effective project formulation.
3. Appraisal Criteria NPV- Benefit –Cost ratio- IRR- Pay Back period- ARR- Assessment of
various methods- Time value of money –Important-Techniques used.
4. Project Planning & Scheduling- Project planning-Important-Functions- Causes of
failure of project plan- Scheduling steps of scheduling- Project planning v/s scheduling.
5. Project Cost Estimating and Financing- Project cost estimating- Typeset project
costs- Types of cost estimates- Project cost escalation- Causes- Sources of fund-short term-
Mid term –Long term finance.
6. Social Cost Benefit Analysis- Rational for social cost benefit analysis- Social costs-
Benefits analysis v/s financial analysis- UNIDO approach & L-M approach- Shadow price-
Causes-Considerable factors to determine-Classifications.
7. Project Implementation- Different stages of project implementation-Impedimenta
Guidelines for effective implementation.
8. Project Monitoring- Benefits-Methods of project monitoring guide lines for effective
monitoring- Level of monitoring in Bangladesh.
9. Project Evaluation- Definition-Objectives –Methods of project evaluation- Stages of
project evaluation plan- Principle of effective evaluation.
10. Project Management in Bangladesh- Project classification in Bangladesh- Persons
or body involved- Forms of planning commission- IMED-Functions- NEC-functions- ECNEC-
functions- Organizational structure of national planning in Bangladesh- Problem and
suggestion for project management in Bangladesh.
11. Terminating Project-Varieties of project terminating-When to terminate-Process to
terminate- Final report- Final note.
Books Recommended:
1. Meredith Mantel : Project Management a managerial approach.
2. Prasanna Chandra : Project planning analysis selection
implementation and review
4th ed. Tata Mc Graw-Hill publications, India.
3. Skylar K Chadha : Managing project in Bangladesh, University
press limited, Bangladesh 1989.
4. SeraJuddin M : Project management
5. B.B. Goel : Project Management
6. R.L. Pitale : Project Management Techniques
7. V.C. Punia and K. k. : Project Planning and control with RERT and
Khandel CPM
Course No. MKT312

Taxation
Business people must have familiarity with the individual and corporate taxation policies.
This course will make students familiar with the types of taxes, principles of taxation, tax
32
assessment procedures, provisions of income tax, wealth tax, VAT, functions of Tax
authorities and the role of NBR. From this course students will be able to understand the
impact of taxation on the financial objectives of the organization. The learning from this
course will enable the graduates to handle the tax related affairs effectively.
1. Introduction: Definition - Principles of taxation – Objectives of taxation –
Characteristics of tax – Types of taxation – Principles of tax incidence – Tax structure of
Bangladesh.
2. Basics of Income Tax Laws in Bangladesh: Meaning and scope of income tax –
Characteristics of Income tax – Arguments for and against Income tax – Adverse impact
of Income tax - Income tax authorities – Assessment year - Income year – Procedure
for determining income and assessment year
3. Income and Revenue Receipts: Definition of income – Characteristics of income –
Classification of income – Effect of different classes of income on assessment – Casual
and non-recurring income - Tax holiday.
4. Assessee and Residential Status: Meaning of assessee – Classification of assessee –
Meaning of residential status – Methods of determining residential status – Effect of
residential status.
5. Income Sources: Salary income – Interest on securities – Income from house property
– Agricultural income – Capital gains – Income from business or profession – Income
from other sources – Methods of computing income and allowable deductions under
each source.
6. Tax Evasion and Tax Avoidance: Definition – Distinction – Socio-economic effects –
Common methods of tax avoidance and evasion – Prevention measures adopted in
Bangladesh.
7. Value Added Tax: Meaning of VAT – Reasons for introducing VAT in Bangladesh -
Arguments for and against VAT – Computation of VAT – Goods and services subject to
and exempted from VAT in Bangladesh.
8. Gift Tax: Definition of gift – Features of gift - Valuation of gift – Exemption from gift
tax - Return of gift and rates of gift tax.
Books Recommended:
1. Income Tax Ordinance and Finance Act.
2. Monjur Morshed and Others : Income Tax.
3. Khaja Amjad Sayeed : Income Tax
4. M. Nurunnabi : Income Tax Law and Practice
Course No. 305

Retail Marketing and Distribution
The main objective for this course is providing insights on retail operation. This will enable
the students to become good retail planners and decision makers and help focus on change
and adaption to change. The course intends to provide the learner with an overview of the
33
retail industry, concepts and processes and an opportunity to understand the areas of
accountability for a Retail Manager. The learner will also be able to determine a level of
interest in pursuing a career in retail management.
1. Introduction to Retailing: Retailing, Significance/Importance of Retailing in Marketing
Process and Economy, Opportunities in Retailing, Career Opportunities in Retailing, Main
Characteristics of Retailing, Types of Retailers, Bases for Classification of
Retailing/Retailers.
2. Retail Market Strategy: Retail Strategy, Components of Retail Strategy, Strategic
Opportunities and Sustainable Competitive Advantages in Retailing, Key Factors to Success
in Retailing, Strategic Retail Planning Process, Limitations of a Retail Shop, Types of Target
Market.
3. Financial Strategy: Meaning of Financial Strategy, Return on Asset (ROA), Strategic
Profit Model, Significance of Strategic Profit Model, Setting Performance Objectives,
Performance Evaluation Parameters, Activity based Costing, Asset Turnover & Inventory
Turnover.
4. Retail Locations: Importance of Location in Retailing, Types of Retail Location, Isolated
Store, Unplanned Store & Planned Store, Central Business District (CBD), Factors Affecting
the Site Selection, Retailer’s Trade Area, Reilly and Huffs Gravity Model, Demand Estimation
for a New Store.
5. Store Design: Store Design, Critical Issues In Designing a Store, Objectives of Store
Design, Alternative Methods of Designing Store Layout, Space Planning, Adjustable Factor
in Store Planning, Merchandise Presentation, Atmospherics, Operational Blueprint.
6. Customer Relationship Management: Effective Customer Relationship, Developing
CRM Programs, Implementing CRM Programs, Identifying Market Segments and Best
Customers, Customer Retention, CRM Process, Attract the New Customer, Customer
Pyramid Concept, Convert the Potential into Regular Costing.
7. Customer Service: Value & Customer Service, Develop Sustainable Customer Service
Advantages, Expectation of Customers, Ensure Best Practice in Action/Best Performance,
Customer Evaluation of Service Quality, Different Gap Models in Improving Retailing Service
Quality, Strategies for Service Recovery, Reasons for Defection.
8. Retail Communication Mix: Communication Programs in Retailing-Brand Image,
Branding Equity, Methods of Communicating With Customers-Paid and Unpaid
Communications, SWOT Analysis of Communication Methods, Retail Communication
Process.
9. Large Scale Retailing: Broader Concepts about Different Retailers-Supermarkets,

Hypermarkets, Big-Box Retailers, Warehouse Clubs, Convenience Stores, Chain Store,
Department Stores, Full-Line Discount Stores, Category Specialists, Specialty Stores,
Drugstores, Extreme-Value Retailers, Off –Price Retailers.
Books Recommended:
1. Retailing Management : Michael Levy and Barton A Weitz
Course No.MKT352
Logistics & Supply Chain Management
In order to provide highest possible value to customers it is imperative to have knowledge

about the value creation and delivery network. This course includes logistics and global
34
logistics, inventory management, and logistic system design. Learning from this course
would enable students to enhance organizational competitiveness through delivering
highest possible value to customers at a lowest possible cost and time.
1. Understanding the Supply Chain: Definition–Decision Phases–Process View
Importance of Supply Chain Flows.
2. Designing the Distribution Network in a Supply Chain: Role of Distribution in
the Supply Chain–Factors Influencing Distribution Network Design–Design Options
for a Distribution Network–Value of Distribution in the Supply Chain.
3. Network Design in the Supply Chain: Role of Network Design in the Supply
Chain–Factors Influencing Network Design–Framework for Network Design
Decisions–Making Network Design Decision in Practice.
4. Demand Forecasting in a Supply Chain: Role of Forecasting–Characteristics of
Forecasts–Components of Forecast–Basic Approaches of Demand Forecasting–
Forecasting in Practice.
5. Aggregate Planning in the Supply Chain: Role of Aggregate Planning–Aggregate
Planning Problem–Aggregate Planning Strategies–Implementing Aggregate Planning
in Practice.
6. Planning and Managing Inventories in Supply Chain: Role of Cycle Inventory
in the Supply Chain–Safety Inventory in the Supply Chain–Determining Appropriate
Level of Safety Inventory–Determining Optimum Level of Product Availability.
7. Sourcing Decisions in Supply Chain: Role of Sourcing–Supplier Scoring and
Assessment–Supplier Selection and Contracts–Design Collaboration–Procurement
Process–Making Sourcing Decisions in Practice.
8. Transportation: Role of Transportation–Basic Transport Economics and Pricing–
Factors Affecting Transportation Decisions–Transport Decision Making–Routine and
Scheduling in Transportation.
9. Technology in Supply Chain: Role of it in Supply Chain Management–Customer
Relationship Management–Internal Supply Chain Management–Supplier Relationship
Management.
Books Recommended:
1. Sunil Chopra & Peter Meindl : Supply Chain Management –Strategy,
Planning and Operation.
2. Bowersex. smykuy and : Physical Distribution Management
Lalbode
3. Philip B. Schary and T. Skjott- Managing the Global Supply Chain
Larsen
4. Douglas M. Lambert and : Strategic Physical Distribution
James R. Stock Management
5. Heskett : Business Logistics
6. Bocrsex : Logistical Management
7. Lewis D. Jardan : The Connected Corporation
Course No. AIS354

Accounting for Business Decisions
This course is designed to give the students fundamental concepts of managerial and
Financial Accounting systems which are used for managerial decision making. It will also
introduce the activity based management, differential cost analysis, managing quality and
35
time, planning and budgeting and analysis of financial statements to make business
decision.
1. Managerial Accounting: Definition – Financial and Managerial Accounting – Uses
of Accounting Information – Managerial Accounting in the New Production
Environment.
2. Activity Based Management: Strategic Use – Activity Based Management and the
Value Chain - Activity Based Costing Methods – Activity Based Management and
Costing in Marketing – Cost Hierarchies – Distinguishing Between Resources Used
and Resources Supplied – Activity Based Reporting of Unused Resources.
3. Differential Cost Analysis: The Differential Principle – Differential Approach to
Pricing – Shirt-Run and Long-Run Pricing Decisions – Life Cycle Product Costing and
Pricing Using Target Prices to Set Target Cost – Segment – Reporting and Profitability
Analysis – Customer Profitability and Differential Analysis – Product Choice Decisions
– Capacity Limitations – Theory of Constraints – Make of Buy Decisions – Joint
Products – Sell or Process Further Adding or Dropping Parts of Operations – Inventory
Management Decisions.
4. Managing Quality and Time: Importance of Quality - Traditional VS New Quality
Based View – Quality According to the Customer – Cost of Controlling Quality and
Costs of Failing to Control Quality – Trading Off Quality Control and Failure Costs –
Cost of Quality – Identifying Quality Problems – The Just in Time Philosophy –
Importance of Time in A Competitive Environment – New Product Development Time
– Operational Measure of Time.
5. Planning and Budgeting: Maser Budget – Static and Flexible Budget –Sales Budget
– The Production Budget.
6. Responsibility Accounting: Responsibility Centers- Rate of Return-Residual
Income.
7. Statement of Cash Flows: Definition of Cash – Purpose of Cash Flow Statement –
Fasb’s Cash Flow Statement – Basic Steps Cash Flow Statement – Interpretation of
the Statement of Cash Flows.
8. Financial Statement Analysis: Objectives – Usefulness of Ration – Analysis of
Profitability – Analysis of Risk – Measures of Short Term Liquidity Risk – Measures of
Long-Term Liquidity Risk.
Books Recommended:
1. Maher, Michel W. Stickney : Managerial Accounting: An introduction
2. Garrison., Ray H. and Noreen : Managerial Accounting
Course No. MKT360
Pricing Theory and Practices
36
Nothing happens until somebody sells something. Price is a key element in the marketing
mix that acts as the most important basis of buying and selling. Thus, pricing becomes the
means through which marketing objectives are achieved for all types organization including
the not for profit organizations. The question of a correct price of a product is still a
complicated problem to the marketing managers. Inflation, recession, government
regulation, rising consumerism are other factors that have forced marketing managers to
become more price conscious. Perhaps, this may be the reason why strategic importance
of pricing has increased during the last decade. This course is designed to make students
familiar with the basic theories and strategic issues in pricing. Learning from this course
would enable the graduates to set price at a realistic level with attainable marketing (and
Pricing) objectives of the organizations.
1. Introduction: Role of Price – Importance – Pricing Objectives – Price and Other

Elements of Marketing Mix.
2. Price and Demand: Economic of Price Determination – Price and Customers

Perception of Value – Major Pricing Errors – Multidimensional Role of Price on Buyers
Perception – Value Analysis.
3. Determining Relevant Costs for Pricing: Cost Concepts – Cost Behavior –

Marketing and Distribution Costs – Profitability Analysis.
4. Developing Pricing Strategies: Setting the Price – Experience Curve Pricing – Cost
Based Pricing – New Product Pricing – Pricing Over Product Life Cycle – Pricing for
Export Marketing – Adapting Price – Initiating and Responding to Price Changes
5. Legal aspects of pricing: Resale Price Marketing – Price Promotion – Dumping.
6. Pricing Research: Approaches – Research Techniques – Estimating Sensitivity To

Price Differences.
Books Recommended:
1.Kother Philip: Marketing Management
2.Monroe, Kent B: Pricing
Course No. MKT362

E-Business
37
Introduction: Meaning, Features, Types, History, E-Commerce Business Model, B2C & B2B
Models.
Internet and Web: Key Technology Concept, Hypertext, Markup Languages, Web Servers
and Clients, Internet and Web Features.
Building an E-Commerce Web Site: System Design, Building the System, Choosing
Server Software and Hardware, Some Other Site Tools
Online Security and Payment System: E-Commerce Security, Dimensions, Security

Treads, Payment Systems.
E-Commerce Marketing Concepts: Online Purchasing Decision, Marketing Entry

Strategies, Establishing Customer Relationship, Net Pricing, Channel Strategies, Online
Communication.
Online Retailing and Services: Online Retailing, Online Financial Service, Online Travel
Services, Online Career Services, Online Content and Media.
Ethical Issue: Privacy and Information Rights, Intellectual Property Rights
Text Book:
1. E-Commerce- Kenneth C. Laudon.
Course No. MKT400

Research Methodology
38
This course is designed to provide the students with the basic knowledge of business
research with emphasis on how to conduct research. Learning from this course would enable
the students to identify the problems and opportunities, select the appropriate research
methods, apply the appropriate analytical tools, and present research results meaningfully
for effective business decisions. In addition, this course will prepare the students to design
research proposal, conduct the research and writing dissertation destined for use in
resolving specific business problems or for critical strategic decisions useful for both
entrepreneurs and managers.
1. Introduction to Research: Meaning–Types–Basic and Applied–Steps–Scientific

Method–Significance to Managers.
2. Research Process and Design: Problem Identification–Research Proposal–Theoretical
Framework–Hypothesis Development–Elements–Types–Ex- post Facts and
Experimental–Managerial Considerations.
3. Sampling Design: Nature–Terms–Rational–Process–Types–Probability and Non-
probability–Population–Mean and Proportion Estimation–Sample Size Determination–
Operational Definition.
4. Measurement and Scaling: Nature–Components and Process–Scales–Nominal–
Ordinal–Interval and Ratio–Tests–Validity and Reliability–Testing of Hypotheses–
Format–Use of Graphic Aids.
5. Data Collection Methods: Types–Primary and Secondary–Interviewing–
Questionnaires–Observation.
6. Data Analysis: Data Editing–Cronbach’s Alpha–Descriptive and Inferential Statistics–
Software Package–SPSS–Excel.
7. Report Writing: Interpretation–Steps–Types–Layout–Oral Presentation–Mechanisms

and Follow-up.
Books Recommended:
1. Uma Sekaran : Research Methods for Managers.

2. C.R. Kothari : Research Methodology.
3. Davis and Cosenza : Business Research for Decision Making.
4. W.G. Zikmund : Business Research Methods.
Course No. MKT402

Consumer Behavior
39
Understanding consumer is one of the key success factors in marketing. Marketing Manager’s
prime concerns are to keep customers satisfied and to ensure the survival and sustainable
growth of the company. In getting things done well marketing manager has to make a good fit
between the market requirements and market offerings. Analysis of consumer behavior will
uncover so many important aspects of complex human behavior, which undoubtedly are very
critical in selecting target market(s) and knowing market requirements better. The course
provides an overview of the determinants of consumer behavior, consumer decision process
using models, analytical tools and conceptual framework with practical applications. The
objective of this course is to make students knowledgeable about various aspects of consumer
behavior with special focus on the analysis of demographic, sociological, psychological and
cultural factors affecting consumer behavior. Hopefully, Learning from the course consumer
behavior would help the graduates in building profitable customer relationship through an
effective marketing program offering highest value for the consumers.
1. Introduction: Definition of Consumer Behavior – Relevance of Consumer Behavior
– Relationship between Consumer Behavior and Marketing Strategy – Consumer
Behavior Research – Consumer Decision Process.
2. Consumer Analysis: Conceptual Frame Work – Levels of Consumer Analysis –
Wheel of Consumer Analysis – Cognitive Processing – Model of Consumer Decision
Making – Consumer Product Knowledge and Involvement – Means-End Chains of
Product Knowledge – Felt Involvement – Attitudes and Intentions – Problem Solving
Process in Purchase Decision.
3. Introduction to Behavior: Cognitive Versus Behavior Views – Classical and
Operant Conditioning – Vicarious Learning – Analyzing Consumer Behavior –
Sequential Model of Consumer Behavior – Consumer Behavior Management Model.
4. Introduction to Environment: The Environments and Its Types – Cultural and
Cross-Cultural Influences – Subculture and Social Class – Reference Group and
Family.
5. Market Segmentation and Product Positioning: Analyze Consumer Product
Relationship – Investigate Segmentation Bases – Develop Product Positioning
Strategy - Select Segmentation Strategy – Design Marketing Mix Strategy.
6. Consumer Behavior and Marketing Strategy: Consumer Behavior and Product
Strategy – Product Affect and Cognitions – Product Behavior – Product Environment
– Consumer Behavior and Promotion Strategy – Consumer Behavior and Pricing
Strategy – Consumer Behavior and Channel Strategy.
Books Recommended:
1. J. Paul Peter & Jerry C. Olson : Consumer Behavior and marketing
strategy
2. Leon J. Schiffman & Loslie : Consumer Behavior
Layer
3. James F. Engle & Roger D. : Consumer Behavior
Black
4. William L. Wikie : Consumer Behavior
5. David L. Loudon : Consumer Behavior Concepts and
Applications
6. Thomas S. Robertson : Consumer Behavior
Course No. MKT410

Advertising and Public Relations
40
This course will help the students to know about the fundamental knowledge of advertising
and public relations as well as insight into contemporary advertising and public relation
applications. Exposure to advertising and public relation terms and concepts and integration
of these terms and concepts into an advertising and public relations philosophy will enable
the student to develop a practical approach to advertising and public relations in today’s
business environment.
1. Basic Values and Function: Evolution – Social and Economic Aspect –

Communication – Ethics and Truth – Non-product Advertising.
2. Preparing and Producing Advertisement: Background for Creation of

Advertisement – Framework for Creating Advertisement – Advertising Appeals – Copy
Writing – Slogans and Identification Marks – Preparing Layout – Reproducing.
3. Advertising Media: Selection of Media – Newspaper – Magazine Radio and Television

– Direct Mail – Other Media.
4. Testing Advertising Effectiveness: Rational of Testing – Opinion and Attitude

Testing – Recognition and Recall Test – Controlled Experiments in the Field.
5. Advertising Organization: Agency – Department – Budget.
6. Public Relations: Definition of Public Relations – Functions – Major Decisions in

Public Relations Objectives of Public Relations – Public Opinion – Ethics – Ethics in the
Society – Ethics in the Business – Public Relations Writing – Public Relations and the
Interest – Publicity and Media – Social Responsibility of Public Relation in the
Community.
Books Recommended:
1. C.H. Sandage and Vernon : Advertising Theory and Practice

Fryburger
2. C.J. Dirksen and Arthur : Advertising Principles and Problems
Kroeger
3. Jamas D. Scott : Advertising Principles and Practices
4. Kotter Philip : Principles of Marketing
5. Fraser P. Seitel : The Practices of Public Relations.
Course Code: MKT412

Course Title: Integrated Marketing Communications
41
Integrated Marketing Communication: Communication and IMC Programs, the
Communication Process, Barriers to Communication, Integrated Marketing Communication
Corporate Image and Brand Management: Components of Corporate Image, Role of
Corporate Image, Branding, Brand Equity, Brand Extensions, Co-Branding, Private
Branding, Branding Management Process
Business to Business Buyer Behavior: Business Customer, Business Buying Centers &
Factors, Business Sales, Business to Business Buying Process
Promotional Opportunity Analysis: IMC Plan, Communication Market Analysis, IMC
Objectives, IMC Budget, Prepare Promotional Strategies, Market Segmentation, Business,
GIMC Programs
Advertising Management: Role of Advertising in the IMC Process, Company Activities in
Advertising MGT, Communication and Advertising Objectives
Advertising Design: Message Strategies, Cognitive Strategies, Affecting Strategies, Brand
Strategies, Exceptional Frameworks, Model of Creating and Advertisement, Advertisement
Effectiveness
Advertising Media Selection: Media Strategy, Media Planning, Media Selection, Media
Mix, Media Selection in Business to Business Markets
Trade Promotion: Nature of trade Promotion, Types of Trade Promotions, Objectives of
Trade Promotions
Consumer Promotions: Coupons, Premiums, Bonus Packs, Price Off
Personal Selling, Database Marketing and Customer Relationship Management:
Personal Selling Service, Telemarketing, Retail Sales Presentations, Database Marketing
Steps, Methods of Direct Marketing, Permissions Marketing, Customer Relationship
Marketing Steps
Public Relations Events: Cause Related Marketing, Green Marketing, Public Relationship
Tools, Sponsorship Marketing, Event Marketing
Internet Marketing: Marketing Functions on the Internet, E-Commerce and its Incentives,
B2B
Text Book:
1. Kenneth E. Clow, Donald Baack - Integrated Advertising, Promotion and Marketing
Communications
Books Recommended:
1. George E. Belch and A. Belch, Irwin McGraw Hill, 1998- Advertising & Promotion
Course No. MKT420

International Business
There is no longer any such thing as a purely national economy. The rest of the world is
just too big to ignore, either as a market or as a competitor. In addition, people like it or
42
not, the process of globalization is going on all over the world. Business people around are
experiencing the challenges and excitement of globalization. With the emergence of market
economy and globalization, the enormous changes in political, social, economic and
environmental events, is increasing complexities and opportunities in international business
operation. In order to ensure the survival and sustainable growth, business enterprises
need executives for mastering the incoming changes and utilizing the opportunities
favorably. This course is designed to equip the graduates with a new mind-set, a different
paradigm, skills and competence, which might help them to handle the situation favorably
and operate marketing activities successfully in the global settings.
1. Introduction to International Business: Historical Background for International
Business–International Business Terminology–Reasons for International Business–Why
International Business Different.
2. Designing Entry Strategy: Elements and Classification of Foreign Market Entry Mode–
Factor Influencing the Choice of Entry Mode–Dynamics of Entry Mode Decisions–Foreign
Marketing Plan.
3. Export Entry mode: Types–Advantages and Disadvantages of Each Entry Mode–
Determining Direct and Indirect Export Channel–Factors Considering the Choice of
Foreign Agent/Distributor–export Operations.
4. Contractual Entry Mode: Types–Advantages and Disadvantages of Each Entry Mode–
Protecting Industrial Property Rights Abroad–Profitability Analysis of Each Entry Mode–
Negotiating the Licensing Agreement–Differences among Various Contractual Entry
Modes.
5. Investment Entry Mode: Types–Advantages and Disadvantages of Various

Investment Entry Modes–Factors Influencing the Choice of Investment Entry Modes–
Analyzing the Foreign Investment Climate–Assessing Profitability of Various Investment
Projects–The Investment Decision in a Target Country.
6. Managing Business Functions Internationally:

(a) Global manufacturing and Materials management: Where to Manufacture–
Make-or-Buy Decisions–Global Manufacturing Systems–Sourcing Globally–Global
Supply Chain Management–Quality–Supply Networks.
(b) Global Marketing and R & D: Globalization and Globalization of Markets–

Market Segmentation–Product Attributes–Distribution Strategy–Communication
Strategy–Pricing Strategy–R & D and New Product Development.
Books Recommended:
1. Franklin R. Root : Foreign Market Entry Strategies

2. Charles W.L. Hill : International Business
3. Don Ball and Wendell McCulloch : International Business
4. John D. Daniels, Lee H. Radebaugh and Daniel P. Sullivan : International Business
Course No. MKT450

Product and Brand Management
43
Brands are among the most valuable corporate assets. This course is about how brands are
viewed, built, managed, and measured to ensure firms’ superiority and sustainability in
maximizing profit. To explore such issues, this course provides relevant and up to-date
theories, concepts, techniques, and models in branding and its equity. This course will
introduce you to the principles and practices of brand management, and through an analysis
of real-world brand equity issues, will allow students to apply these concepts to address
problems and opportunities facing national and international marketers. At the end of this
course, students should have a clear understanding of brand management issues faced by
organizations developing new brand or extension existing brand through a design thinking
approach. Students should also have had a hands-on experience of the challenging,
complex and iterative process of brand design.
1. Product Management Process: Product Decisions and Other Management Functions-

Product Life cycle as a Forecasting Model- Product Evolution.
2. Product Positioning: Dimensions of Product Portfolio- Portfolio Decisions- Organizing
for Product Management-Product Planning and Decision.
3. Introduction to Brand: Meaning-Scope-Importance-Challenges and Opportunities.
4. Brand Equity: Sources of Brand Equity-Customer-Based Brand Equity Model-Building
a Strong Brand-Managing Brand Equity.
5. Brand Positioning and Values: Identifying and Establishing Brand Positioning-
Positioning Guidelines and Establishing Brand Values.
6. Choosing Brand Elements to Build Brand Equity: Criteria for Choosing Brand
Elements-Options and Tactics for Brand Elements.
7. Designing Marketing Programs to Build Brand Equity: Product Strategy-Pricing
Strategy-Channel Strategy-Marketing Communication Options-Conceptualizing the
Leveraging Process.
8. Measuring Brand Equity: Brand Equity Measurement and Management System-
Measuring Sources of Brand Equity-Measuring Outcomes of Brand Equity.
Books Recommended:
1. Kevin Lane Keller : Strategic Brand Management.
2. Yoran J. Wind : Product Policy
Course No. MKT452

Competitive Analysis
44
The principal objective of the course is to make the students familiar with the techniques of
developing competitive advantage Broad objectives include identification of nature and
intensity of competition through industry analysis, the dimensions of competitive
advantage, the generic strategies and analysis of cost advantage and differentiation. After
completion of the course a student is supposed to know the tools and techniques of
identifying and analyzing competitors and the specific area of organization where the
competitive advantage is to be developed for growth and survival of the organization.
1. The Structural Analysis of Industries: Structural Determinants of the Intensity

of Competition–Industry Structure and Buyer Needs–Industry Structure and the
Supply/Demand Balance.
2. Structural Analysis within Industries: Dimensions of Competitive Strategy–

Strategic Groups and a Firm’s Profitability–The Strategic Group Map as an analytical
Tool.
3. Generic Competitive strategies: Cost Leadership–Differentiation–Focus–Stuck in

the Middle–Pursuit of More Than One Generic Strategy.
4. A framework for Competitor Analysis: Components of Competitor Analysis–The

Competitor Response Profile–Market Signals–Types of Market Signals–Competitive
Moves.
5. The Value Chain and Competitive Advantage: The Value Chain–Identify Value
Activities–Linkage within the Value Chain–Vertical Linkages–Buyers Value Chain–
Competitive Scope and the Value Chain.
6. Cost Advantage determinants: The relative cost of competitor-Cost drivers-

Gaining cost advantage- cost dynamics, sustainability of cost advantage.
7. Differentiation-Sources- Drivers of Uniqueness- Buyer value-Buyer purchase

criteria- sustainability of differentiation.
8. Technology & competition: Technology & value chain, competitive advantage and
industry structure,-Technology strategy.
9. Substitution: Identifying substitutes –The economics of substitution.
Books Recommended:
1. Porter Michael E: Competitive Advantage, The Free press.
2. Porter Michael E: Competitive Strategy, The Free press.
Course No. MKT460

Operations Research
Operations research is being widely accepted today as a potent tool for planning and
decision making specially in business and industry. The purpose of the course into help the
45
students learn Operation Research tools and techniques which are used for decision making
in different functional areas of management as well as various business programs. This
course will help the students in tackling the intricate and complex problems such as resource
allocation product-mix, inventory management, problems of modern business and industry.
Operations research techniques namely Queuing theory, Theory of games, Simulation and
Decision theory will improve student’s problems solving and decision making skills.
1. Introduction to Operation Research: Origin and Development-Types of Problems

that Tackles the MS or Problems Solving Process-Constraints in the MS-The Modern
Manager and MS-Constraints in the Model-Meaning-Benefits-Types-Stages- Modeling
Unit System-Meaning-Making of a System-Systems and Organizational Decision-
Decision-Meaning- Decision Making Process.
2. Linear Programming: Meaning of Linear Programming-Fields-General form of Linear

Programming Model-Formulating a Linear Programming Model-Graphical Solution-
Simplex Solution-Limitation of Linear Programming.
3. The Transportation Problem: Solving the Transpiration Problem-North West Corner

Rule-Vogel’s Approximation Method.
4. The Assignment Problems: Assignment Problems-Assignment Problems When

Number of Task Exceeds the Number of Facilities.
5. Queuing or Waiting Line Theory: Meaning of Questing or Waiting Line-Elements of

Queuing System-Some Queuing Models-Fixed Arrival and Fixed Service Time Random
Arrivals-Efland Method of Context of Queuing Models-Limitation of Queuing Theory.
6. Theory of Games: Meaning of the Term Game Payoff Matrix-Two Person or Sum Zero
Game-Games with Pure Strategies-Games with Mixed Strategies-Limitations of the
Theory of Games.
7. Network Analysis, CPM, and PERT: Introduction to Network Analysis-Some Basic

Concepts-The Critical Path Method-Computation for Critical Path-Time Cost Trade off
Concept-Limitations of CPM-Programme Evaluation and Review Technique-Calculation
of Probabilities-Advantage of PERT-Distinction between PERT and CPM-Limitations of
PERT-PERT/Cost-Basic Concept of PERT-Cost Systems-Advantages of PERT.
8. Decision Theory: Decision Making Environment-Objective of a Decision Tree-

Alternative Plans of Actions or Strategies-Decision Payoff-Some Decision Models-
Decision Tree Diagram-Interpretation of EMV-Expected Profit-Knowledge and
Conditional Opportunity Losses and Expected Opportunity Loss-Effect of Salvage Value-
Use of Marginal Analysis of Risk Problems-Competitive Decision Model-Limitations of the
Decision Theory.
Books Recommended:
1. Ander and Lievane : Quantitative management-An
Introduction
2. C.R kothari : An Introduction to operation research
3. Buffa and Dyer : Management science/Operation
research
4. Churchman C.W. Achoff : Introduction to operation research
5. Loven, II and Kirkpatrick CA : Quantitative Approaches to
management
Course No. MKT462
Management Information System
Information has become the lifeline of public & private sector enterprises all over the world.
Without timely and accurate information, many businesses would come to a screeching halt,
46
because information is one of the key factors in good decision making. Since we live in an
information-driven society, all students, regardless of their major, must have a good
understanding of information systems and their potential impact on our personal and
professional lives. The course focuses on the MIS structure, contemporary issues, computer
& information processing, decision support system and managerial decision-making.
Completion of this course would meet up the basic requirements in working life and would
help the graduates in enhancing the capabilities of organizations to meet their objectives
and goals.
1. Introduction to Information System: Definition Information System–Classification
of IS–Definition of Management Information System–Fields of MIS–Features of MIS–
Limitations of MIS–MIS services–Types of MIS–Information System and Information
Technology–Inevitability of IS & IT–Role of IS & IT–Activities of IS–Information System
Resources–Computer Literacy and Information Literacy.
2. Data and Information: Data and Information–Distinction between Data and
Information–Qualities of Sound Information–The Process of Converting Data into
Information.
3. Information System and Organizational Structure: Information System and
Organizational Structure–Organizations Need of IS–Risks of IS–Contributions of IS to
Individuals, Work-Group, and Organization-wide Decision Making.
4. Technical Foundations of Information Systems: Fundamentals of Data
Representation–The Components of Computer–Types of computer–Program–
Programming Language–Types of software.
5. Database Design and Management: Concept of Database–Data Hierarchy–Methods
of Organizing Data in Files–DBMS–Components of DBMS–Models of Database.
6. Management Support System: Types of Business Problem–Types of Managerial
Decision Making–Steps in Processing a Transaction–Characteristics of TPS–
Characteristics of DSS & EIS–Office Automation System–What includes OAS–Types of
OAS–Steps in Problem Solving–Functions of DSS–Application of DSS–Critical Success
Factor of DSS & EIS–Difference between TPS, MIS, DSS & EIS.
7. Telecommunications and Networks: Telecommunications–Components of a
Telecommunications Network/A Telecommunications Network Model–Functions of a
Telecommunications System–Types of Telecommunication Signal–Telecommunication
Media/Channel–Types of Telecommunication Media–Characteristics of Communication
Channel/Media–Types of Telecommunication Networks–Advantages of LAN–Business
Value of Telecommunication.
8. Business Information Systems: Business Information System–Functional
Information System–Marketing Information System–Electronic Business System.
9. Information System for Strategic Advantage: Strategic Information System vs
Information Support System–Strategic Information System and Classification–
Fundamentals of Strategic Advantage–Competitive Strategy Concepts–Competitive
Forces and Strategies–Strategic Roles for Information System–Strategic Applications
and Uses in Information Technology.
10. Information System Security and Control: Meaning of Computer Security–
Reasons of Computer Security Vulnerability–Types of Computer Security Breaches–
Security Controls–Disaster Recovery Plan, –Steps Involved in Developing a Disaster
Recovery.
Books Recommended:
1. Prentice Hall Gupta, Uma G. : MIS – A Managerial Perspective
2. Laudon, K.C. and Laudon, J.P.: MIS – Managing the Digital Firm
3. Davis, G.B. and Olsan, M.H. : MIS – Conceptual Foundations, Structure and
Development.
Course No. MKT470

Selling and Sales Force Management
The aim of this course is to provide students with an understanding of the applications of
selling skills, so that students will be prepared to face the potential & existing customers.
47
The course is covering the personal, economic, and social aspects of sales persons;
personality, knowledge, and obligations of salesperson; selling process; managing the sales
force; and sales territory & sales quota management to develop and execution of sales
management of an enterprise.
1. Introduction: Meaning of Selling and Sales Force Management–Sales Management vs
Marketing Management–Positions of Sales Force Management in the Marketing Mix–
Types of Selling Jobs–Personal, Economic and Social Aspect of Salesperson–Duties,
Responsibilities and Qualities of a Sales Manager–Defects of Modern Selling in
Bangladesh.
2. Personality, Knowledge and Obligations of Salesperson: Physical, Mental, Social
and Character Qualities of Salesperson–Knowledge of Goods and Selling Points–
Knowledge of the Customers’ Psychology–Knowledge about the Company–Obligations
of a Sales Person–Customer Development Process.
3. Selling Process: Prospecting–Pre-approach–Approach–Presentation and

Demonstration–Handling Objections–Closing the Sales and Follow-up.
4. Designing the Sales Force: Sales Force Objectives and Strategy–Sales Force
Structure–Sales Force Size.
5. Managing the Sales Force: Major Steps in Sales Force Management–Recruiting and
Selecting Salespeople–Training Salespeople–Compensating Salespeople–Motivating
Salespeople–Supervising and Controlling Salespeople–Evaluating Sales People.
6. Assigning Sales Territory and Sales Quota: Reasons for Establishing Sales
Territories–Factors Determining the Size of Sales Territories–Procedures for Setting up
Sales Territories–Important Factors for Fixing Sales Quota–Methods of Setting Sales
Quota.
Books Recommended:
1. Bertrand R.Confield: Salesmanship: Practices and Problems.

2. C.A. Kirkptrick: Salesmanship
3. Still, Cundiff & govoni: Sales Management-Decisions, Strategies & Cases.
4. Philip Kotler: Marketing Management.
5. Douglas J. Dalrymple & William L. Cron: Sales Management-Concepts & Cases.
Course No. MKT500

Marketing Research
This course aims to provide students with a background in research methods, issues related
to conducting marketing research, data analysis, and methods of evaluation related to
48
marketing. Knowledge of these topics will enable students to both implement and evaluate
marketing research during their professional careers. By examining various marketing
points of view, students should have a better understanding of the theoretical issues
involving the use of statistic in business programs. It is also assumed that students enrolled
in this course have a basic understanding of marketing terminology and concepts clearly.
1. Introduction to Marketing Research: Definition–Classification–Role–Nature of
Marketing Research–Careers in Marketing Research–Ethical Consideration–
Marketing Research Process.
2. Defining the Marketing Research Problem: Importance and the Process of
Defining the Problem–Environmental Context of the Problem–Tasks Involved in the
Problem Definition–Management Decision Problem–Marketing Research Problem.
3. Research Design: Definition–Classification of Research Design–Exploratory–
Descriptive and Casual Research and the Relationships among Them–Potential
Sources of Error–Budgeting and Scheduling the Project–Marketing Research
Proposal.
4. Measurement and Scaling: Fundamentals and Comparative Scaling–Primary
Scales of Measurement–A Comparison of Scaling Techniques–Comparative Scaling
Techniques–Verbal Protocols.
5. Questionnaire and Form Design: Questionnaire Design Process–Specify the
Information Needed–Type of Interviewing Method–Individual Question–Content–
Overcoming Inability and Unwillingness to Answer–Choosing Question Wording–
Determining the Order of Questions–Form and Layout–Reproduction of the
Questionnaire–Pre-testing–Observational Forms.
6. Sampling: Design and Procedures–Sampling and Census–The Sampling Design
Process–Classification of Sampling Techniques–Statistical Approach to Determine
Sample Size–The Bayesian Approach.
7. Field Work: The Nature of Field Work–Field Work/Data Collection Process–Selection,
Training and Supervision of Field Workers–Validation of Field Work–Evaluation of
Field Workers–Errors Related to Field Work, –Budgeting and Scheduling Field Work.
8. Data Preparation: Questionnaire Checking & Editing–Data Analysis–Hypothesis
Testing–Parametric Tests–Non-parametric Tests.
9. Report Preparation and Presentation: Importance of the Report and

Presentation–Report Preparation–Presentation Process–Oral Presentation–Reading
the Research Report–Research Follow-up.
Book Recommended:
1. Naresh K. Malhotra : Marketing Research: An Applied Orientation.
2. Herper W. Boyd, R. Westfall and Stanley F. Stasen: Marketing Research: Text and Cases
3. Churchill A. Gilbert JR : Marketing Research: Theoretical Foundation.
Course No. 502

Strategic Marketing
In an effort to cope with a dynamic and challenging environment, modern companies use
two key processes to build their future. The first is strategic planning which enables top
management to determine what corporate direction it wants to achieve. The second is
marketing planning which enables the company to systematically identify and develop
49
specific opportunities into profitable businesses. This unit presents the conceptual idea of
integrating marketing planning into the strategic planning process.
1. Introduction: Concept of Strategic Marketing-Aspects of Strategic Marketing-Strategic

Marketing and Marketing Management-Origin and Future of Strategic Marketing-The
Process of Strategic Marketing.
2. Concept of Strategy: Concept of Strategy-Components of Strategy-Value of Strategy-

Hierarchies of Strategy-The Strategy Formulation Process-Characteristics of Strategy-
Contacts for Visualizing Strategy-Strategy Selection & Implementation.
3. Strategic Analysis and Decision Making: Strategy Analysis at the Corporate Level
and Business Level-Strategic Decision Making at the Business and Corporate Level-
Strategies for Fragmented Industries-Market Competitor’s Strategies.
4. Developing Marketing Strategies: Market Strategies-Product Strategies-Pricing

Strategies-Distribution Strategies-Promotional Strategies and Global Market Strategies.
5. Strategic Decision Making: Nature of Strategic Decision Making at the Business Level-
Generic Types of Business Strategies-Share Increasing Strategy-Growth Strategy-Profit
Strategy-Market & Asset Reduction Strategy-Turnaround Strategy-Liquidation
Divestiture Strategy.
6. Application of Strategic Marketing: Relevant Cases Will Be Discussed by Following

Case Method of Teaching.
Books Recommended:
1. Charles W. Hofer : Strategy formulation analytical concepts.
2. David .W. Cravens : Strategic Marketing (3rd Ed.)
3. Subhash C. Jain : Marketing Planning and Strategy.
4. Michael E. Porter : Competitive Advantage.
Course No. MKT510
Services Marketing
The purpose of this course is to introduce the core principles, concepts and specific
marketing strategies to the services sector. It will explore service processes and delivery,
customer loyalty, pricing, communications and capacity by studying businesses in a variety
of service industries. Moreover, this course is intended to broaden students view on
50
marketing, to give students an understanding of how marketing is practiced in service
organizations, and how it will be managed in industries. Not only it deals primarily in
services but also from the perspective of all organizations. In recognition of the fact that
service is an integral part of the offering of every company and organization regardless of
the sector in which it operates.
1. Introduction to Services: Services versus Customers service-Trends in the Service
Sector-Service and Technology-Services Marketing Mix-Expanded Mix for Services.
2. Consumer behavior in Services: Decision Process-Issues in Services Marketing-Role

of Culture in Services-Ethical Issues in Services Marketing.
3. Customer Expectations of Service: Factors that Influence Customer Expectation of

Service-Satisfaction versus Service Quality-Service Quality Dimensions-E-Service
Quality.
4. Service Delivery Process: Pricing of Services-Developing the Service Communication
Mix-Service Failures and Recovery Strategies-Customer Retention.
5. Building Customer Relationship Marketing: Relationship Value of Customers-

Foundation for Relationship Strategies-Customer Profitability Segments-Levels of
Relationship Strategies-Customer Appreciation.
6. Case Study: Some Selected Case Will Be Provided to the Students for Discussion and
Presentations.
Books Recommended:
1. K. Douglas Hoffman & John E.G. : Essentials of Service
Bateson Marketing: Concepts,
Strategies and Cases.
2. Valarie A. Zeithml & Mary Jo Bitner : Services Marketing.
3. Christopher H. Lovelock : Services Marketing.
Course No. MKT512

International Marketing
The aim of this course is to introduce the students to the importance of international
marketing and its concepts, and differs from the activities of domestic marketing. It has
also been designed to provide the theoretical concepts for the motives and factors
determining firms’ behavior in the international markets, the effect of international
environmental factors (Economical, Political, Social, Cultural & Competition) on decisions
51
taken by international marketers. In addition, this course is set to enrich students with
practical and theoretical knowledge in practicing international marketing activities such as
planning policies, international product development, pricing policies, distribution policies,
international logistics, promoting policies and international trade. This course also covers
ways and methods followed in analyzing and evaluating opportunities in international
marketing, planning for markets selection, markets penetration, and setting suitable
marketing strategies.
1. Introduction to International Marketing: The Scope and Challenge of International
Marketing-The International Marketing Task-Phases of International Marketing
Involvement-Foreign Market Development.
2. International Environment of Global Markets: Cultural Dynamics in Assessing Global
Markets- Political and Legal Environment–International Marketing Opportunities in the
World Economy-Developing a Global Vision through Marketing Research.
3. Developing Global Marketing Strategies: Planning and Developing of Products and
Services for Consumers and Business Marketing-International Marketing Channel-
Integrated International Marketing Communication-Pricing for International Markets.
4. Researching World Markets: Marketing Research-The Research Process-Marketing

Information Systems.
5. Multi-national Market Regions and Market Groups.
6. International Marketing Planning Process.
Books Recommended:
1. Philip R Cateora : International Marketing

2. Waren J Keogan : Multinational Marketing
Management
3. S. J. Palwoda : International Marketing
4. David S R Loigton : International Marketing Test and
Case
Course No. MKT520

Online Marketing
The prime objective of this course is to make students familiar with online marketing
practice in business. E-marketing systems are one of the major tools available to business
manager for achieving operational excellence, developing new products and services,
improving decision making and achieving competitive advantages. From this course
students will be able to know how to use digital systems and technologies for achieving
bottom-line business results. The aim of this course is to help students bridge the gap
between the theory and practices of marketing. It will help the students avail the chance to
gain insider’s knowledge of the e-marketing techniques applied in the real world. After the
52
successful completion of this course, students will be in better position in understanding the
e-business world.
1. Online Marketing in Context: Concept of E-marketing-Perspectives and Unique

Features of E-marketing-Internal and External Driving Forces of E-marketing-Six Is of
E-marketing-ESP Model-General Purpose Technologies and Marketing-Internet
Properties and Marketing Applications.
2. E-Business Market: Forms of E-business Market-E-business Transactional Model-

Activities in B2B and B2C E-commerce-Process of B2B and B2C E-commerce-Level of
Commitment to E-business-Website Design Strategy and Customer Interface-Targeting
Online Customer Communities on the Internet.
3. Online marketing Environment: Online Marketplace Analysis-Customer Analysis and

Online Consumer Behavior-Competitors and Suppliers Analysis-Marketplace Model-
Legal and Ethical Issues of E-marketing-Social, Legal, and Ethical Issues of E-marketing-
Developing Online Customer Experience.
4. Online Marketing Mix: Offering Digital Products-Creating Product Value and

Positioning through Technology-Internet and Pricing Issues-Buyers and Sellers
Perspectives of Pricing-Types of Online Intermediaries and Their Functions-E-network
Distribution-Agent Model and Online Retailing-Marketing Communication Using Digital
Channel.
5. Relationship Marketing Using the Internet: Concept of E-customer Relationship-

Direct and Database Marketing on the Internet-Customer Lifecycle Management-Right
Touching through Online Contact Strategies-Personalization and Mass Customization;
Approaches to Implementing E-customer Relationship Management.
6. International E-Marketing: E-marketing Strategy and the International Environment-

The internet and Its Impact on International Marketing-The Internet and the Value
Chain-The Internet, Foreign Market Entry, Internationalization and Globalization-
Relationships, Networks and Strategic Alliances in an Internet World.
Book Recommended:
1. Judy Strauss, Adel EI-Ansary, & Raymond : E- Marketing
Frost
2. Chaffey, Johnston, Shah Alam, & R. Mayer : Essentials of Internet Marketing
3. Hanson & Kalyanam : E-Commerce and Web Marketing

4. P.T. Joseph : E-Commerce
5. R. Fletcher, J. Bell and R. McNaughton : International E-Business
Marketing.
Course No. 511

Marketing Planning and Implementation
Course Objective:
This course aims to make the students acquainted with the tools and techniques of
developing a marketing plan from strategic planning viewpoints. After completion of the
course a student will learn the approaches to identify the SWOT from analysis of the
environment, develop competitive advantage, set objectives, formulate and implement
marketing strategy from organizational viewpoints. The whole issue will be analyzed interms
of relevant cases in order to introduce the students regarding the current practices of the
business enterprises in real world situations.
53
1. Definition of Marketing Planning. Importance-Scope-Nature-Prerequisites-contents of
marketing plan.
2. Definition of the Business-The Single Business Company-The Diversified Company-The
SBU.
3. Competitive Positioning: Objective setting Strategic group analysis- Generic business

level strategies-Investment strategies-The dynamics of competitive positioning.
4. The Roots of competitive Advantage: Distinctive competencies- Competitive

advantage, value creation and profitability- The building blocks of competitive
advantage-Analyzing competitive advantage and profitability- Durability of competitive
advantage.
5. Analysis and Identification of O-T: Industry environment (Porter’s Five Forces Model)-
Macro environment-
6. Analysis and Identification of S-W: Value chain- Achieving superior efficiency- Achieving
superior quality- Achieving superior innovation-Achieving superior responsiveness to
customer-Financial analysis.
7. Industry environment and Business level strategy:- Strategies in Fragmented industries-

Strategies in Embryonic and growth industries-Strategy in mature industries- Strategies
in declining industries.
8. Planning Tools: The BcG portfolio approach.
9. Implementing strategy: The implementing model-building blocks of organization

structure-Strategic control system, its importance, types and steps-Organizational
culture-developing culture at the functional level.
Books Recommended:
1. Kotler Philip : Marketing Management
2. Hill Charles W.L. and Jones Gareth : Theory of Strategic Management with
R.. cases.
3. Porter Michacl E. : Competitive Advantage
Course No. MKT552

Relationship Marketing
The aim of this course is to provide students the skills and knowledge to achieve a standard
of professional relationship excellence in their interactions with others. The course is
grounded in theory that has a very practical application in developing and maintaining
professional relationships in contemporary organizational contexts. Through exploration
and application of theories and concepts, they will develop an understanding of how student
and others manage relationship processes when interacting with organizational
stakeholders. Students will consider ‘best practice’ for managing interpersonal interactions
in organizational contexts and they will be provided with the opportunity to develop and
enhance their, professional, academic and personal relative behaviors.
54
1. Introduction: RM, CRM, and 1 to 1 Marketing-Business Is a Network of Relationships-
General Properties of Relationships-The Roots of RM-Evolution of RM-Fundamental
Values of RM-Principles of RM-The Domain of Relationship Marketing-Transaction
Marketing versus Relationship Marketing-Networks and Interaction.
2. The 30Rs in Relationship Marketing: Classic Market Relationships-Special Market

Relationships-Mega Relationships and Nano Relationships.
3. Value Creation: Creating Value for the Customer-The Expanded Marketing Mix-Value
Delivery Sequence-Value-Creating Relationships and-The Relationship Management
Chain-Creating Value for the Organization-Customer Value, Profitability and Market
Segments and-The relationship Marketing Ladder of Loyalty-Building Marketing
Relationships-The Six Markets Model.
4. Managing Relationship in Networks: Introducing the New Organization-What Makes

Networks Work-The Rise of the Network Organizations-Partnerships-Creating Value
through Collaboration-Portfolio of Relationships-Managing Network Relationships-
Developing the Right Interface Structure and-Paradoxes of Organizations.
5. Developing and Implementing Relationship Strategy: Relationship as a Source of

Value-Choice of Relationship Strategy-Planning for the Six Markets-Organizational Change
and-Generating Knowledge through Dialogue.
6. Relationship Marketing and Customer Retention: Return on Relationships-

Satisfaction, Loyalty and ROR-The Relationship Marketing Ladder of Loyalty-Duration,
Retention and Defection-Improving Customer Retention-Customer Interaction-Triplets
and Tribes-Intellectual Capital and the Balanced Scorecard-Return on the Non-
measurable, ROR and the Whole Network and-Strategy for improved ROR.
7. Relationship Marketing Tomorrow: The Future of Relationship Marketing-Current RM

and CRM Literatures-A Paradigm Shift in Marketing-New Concepts RM, CRM and 4Ps-
The Value Society and the Network Society and-Modernism and Post-Modernism.
Books Recommended:
1. Evert Gummesson : Total Relationship Marketing”,
Butterworth Heinemann, UK.
2. Martin Christopher, Adrian Payne : Relationship Marketing- Creating
and David Ballantyne Stakehollder Value”, Butterworth
Heinemann, UK.
Course No. MKT560

Tourism and Hospitality Marketing
The aim of this course is to create an understanding of the impact marketing has in the
tourism and hospitality sectors. Specifically, the course will provide practical insights into
the use of marketing theories across a range of travel and recreation operations and will
prepare students with the skills to operate effectively in these environments.
1. Tourism Basics: Definition-Evolution-Tourist Typologies-Different Forms of Tourism-

Economic Impact of Tourism.
55
2. Understanding the Socio-Psychological and Cultural Aspects of Tourism: Effects
of Tourism on Individual-Family and Society-Mass Vs Moral Tourism-Why Tourists
Travel?-Cultural Consideration in Tourism-Socio-Cultural Barriers in Tourism.
3. Tourism Supply, Demand, Planning, and Development: Supply Components of a

Tourist Area-Measuring and Forecasting Tourist Demand-Planning Process for Tourism-
Goals for Tourism Development-Political Aspects of Tourism Development-Development
of Tourist Potential.
4. Hospitality and Related Services: Study of Lodging/Hotel Industry-Restaurant and

Food Service Industry-Resorts Industry-Meetings and Conventions Planning.
5. Tourism and Hospitality Marketing: Nature and Scope of T & H Marketing-Marketing

Concept-The Marketing Mix of T & H-Market Segmentation-Marketing of Rural Tourism-
Marketing of Urban Tourism.
6. Environmental Issues in Tourism and Hospitality Marketing: The Definition and

Nature of Eco-Tourism-Developing Sustainable Tourism-Current Tourism Industry
Practices.
Books Recommended:
1. McIntosh, Geoldner & Ritchie : Tourism: Principles, Practices, Philosophies
2. Peter E. Murphy : Tourism: A Community Approach.
3. Sharon Dickman : Tourism: An Introductory Text.
4. S.J. Page & D. Getz : The Business of Rural Tourism:
International Perspectives.
5. Jim Butler : The Moralization of Tourism.
Course No. MKT562

Business Marketing
Commercial enterprises institutions and all levels of government constitute a large market
that needs to be analyzed properly by the marketers related with business or industrial
marketing. This course will enable students to identify challenges and opportunities while
serving the needs of organizations. Furthermore, the course will help students provide on
ideal plat form to deepen their knowledge of the competitive realities of the national and
global market place, relationship management between buyers and sellers of business
market, cross-functional decision-making processes, product quality business market
demand and supply issues and related areas.
1. Business Marketing: Business Market and Consumer Goods Markets–Business
Market Demand–Classifying Goods for the Business Market–Business Market
Customers.
56
2. Forces Shaping Organizational Buying Behavior: Environment Forces–
Organizational Forces–Individual Forces–Group Forces.
3. Dimension of Organizational Buying: The Industrial Buying Process–A Dyadic
Exchange Model–Buying Situation Analysis–Characteristics of Buying Process–
Motivating and Evaluating Potential Suppliers.
4. Managing the Industrial Product Line: Industrial Product Policy–Stages of New
Product Development Process–Adoption Process–Planning and Formulating New
Industrial Product Strategy–The Determinants of Product Success and Failure.
5. Business Marketing Channels: Channel Alternatives in the Business Market–
Participants in the Business Marketing Channel–Channel Design–Evaluating
Alternative Channels–Channel Administration–Channel Conflict.
6. Pricing Strategy for Business Markets: Meaning of Price in Business Markets–
Factor Influencing Industrial Buying Decision–The Industrial Pricing Process–Pricing
across the Product Life Cycle–Tactical Pricing–Competitive Bidding.
7. Business Marketing Communications: The Role of Advertising–The Decision
Stages for Developing the Business to Business Advertising Program–Selecting
Advertising Media for Business Markets–Primary Areas for Advertising Evaluation–
Organizing the Personal Selling Effort–Managing the Personal Selling Functions–
Others Promotional Techniques.
8. Business Marketing Planning: Dimensions of Market Driven Management–
Assessing Competitive Advantage–External Drivers of Industry Potential for
Globalization–The Business Marketing Planning Process–Implementing Business
Marketing Strategy.
Books Recommended:
1. Hutt. Michel and Spch. Thomas W: Industrial Marketing Management–A Strategic
View of Business Market.
2. Hutt. Michel and Spch. Thomas W: Business Marketing Management–A Strategic View
of Industrial and Organizational Markets.
Course No. MKT570

Environmental Marketing
The objectives of this course is to know on how the demand for environmentally responsible
business practice can be leveraged to construct an effective marketing strategy- and to
provide students with an understanding of how Environmental Marketing differs from ‘Social
Marketing’ and ‘Services Marketing’. This course will help the students to develop the
capacity to view a range of emerging environmental issues and regulatory pressures as
presenting a set of strategic opportunities for different business sectors. Moreover this
course will assist the students with an understanding of how Environmental Marketing
frameworks can be applied to develop opportunities to better meet the expectations of
57
today’s consumer and with an opportunity to apply skills they have learned throughout the
course by developing strategies that address emerging environmental challenges.
Furthermore, by this course students are able to know how to use of environmental impact
marketing to evaluate marketing strategies and tactics used by corporations that have
successfully integrated sustainability and profitability.
1. Principles of Environmental Marketing: Natural and Social Environment Influencing
the Quality of Human Lives-A Complex and Changing Interrelationship among the
Business, Society and Environment-Meaning of Environmental Marketing-Emerging
Ideas of Environmental Marketing-Key Elements of Environmental Marketing-Micro and
Macro Environmental Forces-Responding to Marketing Environment-Future of Environmental
Marketing.
2. Environmental Consumerism: Meaning, Nature and Enduring Trend in Environmental

Consumerism-The Age of Green Consumer-Profile of Green Consumerism-Green
Consumer Psychology-Emerging Green Purchasing Ethics-Corporate Response to
Environmental Consumerism-Corporate Green Stakeholders.
3. Green Marketing: Challenges of Green Marketing-Meaning & Characteristics of Green

Marketing-Importance of Green Marketing-Organizing for Green Success-Elements of
Green Marketing-Green Marketing Practice in the Developed and Developing Countries-
Strategic Marketing Planning for Green Marketing.
4. Green Marketing Strategies: Green Product Strategies-Green Packaging Strategies-

Creating Green Conscious through Marketing Communication & Promotion-Development
Issues in Green Marketing-Emphasizing on Corporate Social Responsibility-Effective
Decision Making and Implementation.
5. The Greening of the Organization: Introduction-The corporate Response-The

Organizational Dimension of Greening-Total Quality Environmental Management-The
Evolution of Green Organization- Marketing within the Green Organization a New Vision
of the Organization.
6. Segmenting and Positioning within Green Markets: Introduction-The Hunt for the
Green Consumers-Defining Green Market Segments-The Role of Environmental
Knowledge-The Role of Attitudes Towards the Environment-Segmenting Green
Industrial Market-Segmenting the Green Consumer Markets-Eco-positioning-Branding.
7. Environmentalism in Bangladesh: State of Natural-Social and Cultural Environment

in Bangladesh-Environmental Consciousness among People-Emerging Trend of
Environmentalism-Government Role in Protecting Living & Social Environment-Activities
of environmental lawyer’s-Association and other Environment Friendly Groups-
Environmental Legislations and Legal Provision in Bangladesh-Corporate
Environmentalism in Bangladesh.
Books Recommended:
58
1. Jacquelyn A Off Man : Green Marketing Challenges and
Opportunities for the New Marketing NTC-
New York.
2. Daird Hunt and Gotherine : Environmental Management system
Johnson Principles and Practice. McGraw-Hill Book
Company, New York.
3. Philip Gain edited : Bangladesh Environment Facing 21st Centur

SEHD Dhaka. Hoimes Rolston III
Environmental Ethics Duties and values in
the natura world, Temple University Press,
Philadelphia U.S.A
59

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COURSE CURRICULAM

FACULTY OF BUSINESS STUDIES

BANGABANDHU SHEIKH MUJIBUR RAHMAN

SCIENCE & TECHNOLOGY UNIVERSITY

BBA First Year Examination

Course Hours/Week Credit

MKT101 Principles of Marketing 3+0 3.00

MKT103 Introduction to Business 3+0 3.00

ECO105 Micro Economics 3+0 3.00

BSS107 Bangabandhu & Bangladesh Studies 3+0 3.00

MKT111 Business Communication 3+0 3.00

ENG106 English Language Skills & Lab 1+1 1.50

MKT110 Seminar and Viva Voce 0+3 1.50

Total Credits 16 + 4 18.00

First Year Second Semester:

MKT151 Marketing Psychology 3+0 3.00

MKT153 Legal Environment of Business 3+0 3.00

FNB155 Financial Management 3+0 3.00

AIS157 Principles and Practice of Accounting 3+0 3.00

MGT165 Principles of Management 3+0 3.00

MKT152 Seminar on Marketing Psychology 0+3 1.50

MKT160 Seminar & Viva Voce 0+3 1.50

Total Credits 15 +6 18.00

Course Hours/Week Credit

MKT201 Marketing Management 3+0 3.00

MKT203 Entrepreneurship Development & small 3+0 3.00

MAT205 Business Mathematics 3+0 3.00

ECO207 Macro Economics 3+0 3.00

FNB215 Money & Banking 3+0 3.00

AIS217 Cost and Management Accounting 3+0 3.00

MKT202 Seminar on Marketing Management 0+3 1.50

MKT210 Seminar and Viva Voce 0+3 1.50

Total Credits 18 + 6 21.00

Second Year Second Semester:

Course Hours/Week Credit

MKT251 Organization Behavior 3+0 3.00

MKT253 Insurance & Risk Managementc` AQSFGYHJKL.;LKJHGFDSAQ Qwerthydsa

STA255 Business Statistics 3+0 3.00

CSE257 Computer in Business 3+0 3.00

MKT261 Taxation 3+0 3.00

MGT263 Human Resource Management 3+0 3.00

MKT250 Seminar on Organizational 0+3 1.50

MKT258 Seminar & Viva Voce 0+3 1.50

Total Credits 18 + 6 21.00

Third Year First Semester:

Course Hours/Week Credit

MKT301 Agriculture Produce Marketing 3+0 3.00

MKT303 International Trade & Foreign Exchange 3+0 3.00

MKT311 Pricing Theory and Practices 3+0 3.00

MKT313 Project Management 3+0 3.00

MKT321 Logistics & Supply Chain Management 3+0 3.00

AIS305 Accounting for Business Decision 3+0 3.00

MKT302 Seminar on Agriculture produce Marketing 0+3 1.50

MKT310 Seminar & Viva Voce 0+3 1.50

Total Credits 18 + 6 21.00

Third Year Second Semester:

Course Hours/Week Credit

MKT351 Retail Marketing & Distribution 3+0 3.00

MKT353 Consumer Behavior 3+0 3.00

MKT361 Integrated Marketing Communication 3+0 3.00

MKT363 Selling and sales force Management 3+0 3.00

MKT371 Management Information System 3+0 3.00