Name of the Department: Bachelor of Business

Administration

Semester-II

21BBA2OEC2

Course Title: Retail Management Course code: 21BBA2OEC2

Total Contact Hours: 56 Course Credits: 03
Internal Assessment Marks: 40 Duration of SEE: 03 Hours
Semester End Examination Marks: 60

Course Outcomes (CO’s):

At the end of the course, students will be able to:
1. Understand the functions of retail business and various retail formats and retail channels.
2. Understand the difference between Retail and Manufacturing Supply Chain.
3. Understand, key drivers of retail supply chain and how to select a retail store location ?
4. Analyze Retail Market and Store Management including Relationship Marketing.
5. Analyze Retail Audit and Ethics in Retailing.

21BBA2OEC2

Unit Description Hours

INTRODUCTION ON RETAILING: 11 Hrs
1
World of Retailing, Retail Management, Introduction, Meaning, Characteristics,
Types of Retailers (Retail Formats) – Trends in Retailing, FDI in Retail Problems of
Indian Retailing.

RETAIL MARKET STRATEGY: 11 Hrs

2
Financial Strategy – Site & Locations, Size and space allocation, location strategy,
factors Affecting the location of Retail, Retail location Research and Techniques.

STORE MANAGEMENT: 11 Hrs

3
Responsibilities of Store Manager, Factors influencing retail pricing, Retail pricing
strategies, Retail promotion strategies.

RELATIONSHIP MARKETING: 11 Hrs

4
Management & Evaluation of Relationship in Retailing, Retail Research in Retailing:
Importance of Research in Retailing, Trends in Retail Research.

1
 RETAIL AUDIT AND ETHICS IN RETAILING: 12 Hrs
5
Undertaking an audit, problems in conducting a retail audit. Ethics in retailing,
social responsibility and consumerism.

Reference Books:

1. James R Ogden & Denise Trodden, Integrated Retail Management, Biztantra.

2. Levy and Weitz, Retail Management, TMH.
3. Swapna Pradhan, Retailing Management, TMH.
4. Dravid Gilbert, Retail Marketing Management, Pearson Education.
5. A J Lamba, The Art of Retailing, McGraw Hill.
6. Barry Berman, Joel R Evans, Retail Management: A Strategic Approach, Pearson.

URLs

1. https://www.tutorialspoint.com/retail_mangement/retail_management_tutorial .pdf.
2. https://www.pondiuni.edu.in/sites/default/files/Retail%20Marketing200813.pdf
3. http://14.139.185.6/website/SDE/sde177.pdf

Practical Components:

1. Interview a salesperson in a retail store and write a brief report about what they like and dislike
about their jobs, their salary, travelling allowances, sales quotas, why they chose a sales career,
and what does it take to succeed in this profession.

2. Go to a kirana store and a supermarket and compare the following: a) store arrangements b) No
of brands carried c) pricing policies – are discounts given ? d) Service – personal or impersonal
? Etc.
3. Go to at least three kirana stores in your neighborhood (around 5 kms) and discuss with them
the importance of location, pricing, credit policy, etc. What percentages of goods and sold loose
in each locality and compare this with the approximate income range of the customers ?. What
are the retailers losses when a customer defaults in payment ? Does he make up for it by
increasing his prices to other customers.

Date 24-03-2022 Course Coordinator Subject Committee Chairperson

2
VIJAYANAGARA SRI KRISHNADEVARAYA UNIVERSITY
JNANASAGARA CAMPUS, BALLARI-583105

Department of Studies in
Management

II Semester Syllabus

Bachelor of Business Administration

With effect from 2021-22 and onwards

 Name of the Department: Bachelor of Business Administration

Semester-II

21BBA2C4

Course Title: Financial Management Course code: 21BBA2C4

Total Contact Hours: 56 Course Credits: 04
Internal Assessment Marks: 40 Duration of SEE: 03 Hours
Semester End Examination Marks: 60

Course Outcomes (CO’s):

At the end of the course, students will be able to:
1. The ability to understand concepts of financial management, its role and functions of
financialmanagement.
2. The ability to explain the process of planning and making investment decisions.
3. The ability to explain the capital budgeting process and its principles.
4. The ability to explain the theories and principles relating to making of dividend decisions.
5. The ability to understand the concepts of working capital management.

21BBA2C4

Unit Description Hours

INTRODUCTION TO FINANCIAL MANAGEMENT: 08 Hrs
1
Nature and scope of financial management, finance functions, treasurer vs.
controller functions, changing role of financial management.
COST OF CAPITAL: 12 Hrs
2
Cost of debt, preference, equity capital and retained earnings, weighted average
cost of capital, marginal cost of capital.
INVESTMENT DECISIONS: 12 Hrs
3
Capital Budgeting process – basic principles of capital expenditure proposals –
various appraisal methods – average rate of return – payback period, DCF
methods, NPV, IRR and profitability index, merits and demerits of appraisal
methods, conflicts in decision making, capital rationing, investment appraisal
methods in practice
FINANCING DECISIONS: 12 Hrs
4
Sources of finance, debt, preference and equity capitals, operating and financial
leverage, total leverage. Capital structure theories – net income and net operating
income approaches – optimum capital structure, factors affecting capital structure,
EBIT / EPS and ROI & ROE analysis. Capital structure theories in practice
DIVIDEND DECISIONS: 12 Hrs
5
Dividend theories – Modigliani – Miller hypothesis, dividend policies, dividend
policy and share valuation – corporate dividend practices in India, Working capital
policy – overall considerations – importance of working capital management,
estimation of working capital.
SKILL DEVELOPMENTS ACTIVITIES:
1. Two cases on the above syllabus should be analyzed by the teacher in the classroom and the
sameneeds to be recorded by the student in the Skill Development Book.
2. Analyze the annual reports of the select companies in the class room use the real-time company
data and calculate the different costs of the capital.
Reference Books:
1. Prasanna Chandra: Financial Management Theory and Practice, Tata Mc Graw Hill NewDelhi. .
2. Khan M Y and Jain P K: Financial Management, Text and Problems, Tata Mc Graw Hill, New
Delhi.
3. Pandey I M: Financial Management, Vikas Publishing House, New Delhi.
4. Ravi M Kishore: Financial management, Taxman, Delhi.

Date Course Coordinator Subject Committee Chairperson

 Semester-II

21BBA2C5

Course Title: Human Resource Management Course code: 21BBA2C5

Total Contact Hours: 56 Course Credits: 04
Internal Assessment Marks: 40 Duration of SEE: 03 Hours
Semester End Examination Marks: 60

Course Outcomes (CO’s):

At the end of the course, students will be able to:
1. Ability to describe the role and responsibility of Human resources management functions on
Business.
2. Ability to describe HRP, Recruitment and Selection process.
3. Ability to describe to induction, training, and compensation aspects.
4. Ability to explain performance appraisal and its process. e) Ability to demonstrate Employee
Engagement and Psychological Contract

21BBA2C5

Unit Description Hours

INTRODUCTION TO HUMAN RESOURCE MANAGEMENT: 10 Hrs
1
Meaning and Definition of HRM – Features Objectives, Differences between
Human Resource Management and Personnel Management, Importance,
Functions and Process of HRM, Role of HR Manager, Trends influencing HR
practices

HUMAN RESOURCE PLANNING, RECRUITMENT & SELECTION: 12 Hrs

2
Human Resource Planning: Meaning and Importance of Human Resource Planning,
Process of HRP HR Demand Forecasting- Meaning and Techniques (Meanings Only)
and HR supply forecasting. Succession Planning – Meaning and Features Job
Analysis: Meaning and Uses of Job Analysis, Process of Job Analysis – Job
Description, Job Specification, Job Enlargement, Job Rotation, Job Enrichment
(Meanings Only) Recruitment – Meaning, Methods of Recruitment, Factors
affecting Recruitment, Sources ofRecruitment

SELECTION, INDUCTION, TRAINING AND COMPENSATION: 12 Hrs

3
Selection – Meaning, Steps in Selection Process, Psychometric tests for Selection,
Barriers to effective Selection, Making Selection effective; Placement, Gamification
– Meaning and Features Induction: Meaning, Objectives and Purpose of Induction,
Problems faced during Induction, Induction Program Planning. Training: Need for
training, Benefits of training, Assessment of Training Needs and Methods of
Training and Development; Kirkpatrick Model; Career Development.
Compensation: Direct and Indirect forms of Compensation (Meaning Only),
Compensation Structure.
 PERFORMANCE APPRAISAL, PROMOTION & TRANSFERS: 12 Hrs
4
Performance appraisal: Meaning and Definition, Objectives and Methods of
Performance Appraisal – Uses and Limitations of Performance Appraisal,
Process of Performance Appraisal Promotion: Meaning and Definition of
Promotion, Purpose of Promotion, Basis of promotion Transfer: Meaning of
Transfer, Reasons for Transfer, Types of Transfer, Right Sizing of Work Force,
Need for Right Sizing
EMPLOYEE ENGAGEMENT AND PSYCHOLOGICAL CONTRACT: 10 Hrs
5
Employee Engagement (EE): Meaning and Types of EE, Drivers of Engagement -
Measurement of EE, Benefits of EE. Psychological contract: Meaning and features
SKILL DEVELOPMENTS ACTIVITIES:
1. Preparation of Job Descriptions and Job specifications for a Job profile
2. Choose any MNC and present your observations on training program
3. Develop a format for performance appraisal of an employee.
4. Discussion of any two Employee Engagement models.
5. Analysis of components of pay structure based on the CTC sent by the Corporate to the institute
for the various jobs of different sectors.
Reference Books:
1. Aswathappa, Human Resource Management, McGraw Hill
2. Edwin Flippo, Personnel Management, McGraw Hill
3. C.B.Mamoria, Personnel Management, HPH
4. Subba Rao, Personnel and Human Resources Management, HPH
5. Reddy & Appanniah, Human Resource Management, HPH
6. Madhurimalal, Human Resource Management, HPH
7. S.Sadri & Others: Geometry of HR, HPH
8. Rajkumar: Human Resource Management I.K. Intl
9. Michael Porter, HRM and Human Relations, Juta & Co.Ltd.
10. K. Venkataramana, Human Resource Management, SHBP
11.Chartered Accountants of India, New Delhi.

Date Course Coordinator Subject Committee Chairperson

 Semester-II

21BBA2C6

Course Title: Marketing Management Course code: 21BBA2C6

Total Contact Hours: 56 Course Credits: 04
Internal Assessment Marks: 40 Duration of SEE: 03 Hours
Semester End Examination Marks: 60

Course Outcomes (CO’s):

At the end of the course, students will be able to:
1. Understand the concepts and functions of marketing.
2. Analyse marketing environment impacting the business.
3. Segment the market and understand the consumer behaviour
4. Describe the 4 p’s of marketing and also strategize marketing mix
5. Describe 7 p’s of service marketing mix.

21BBA2C6

Unit Description Hours

INTRODUCTION TO MARKETING: 10 Hrs
1
Meaning and Definition, Concepts of Marketing, Approaches to Marketing,
Functions of Marketing. Recent trends in Marketing-E- business, Tele-marketing,
M-Business, Green Marketing, Relationship Marketing, Concept Marketing, Digital
Marketing, social media marketing and E-tailing (Meaning only).

MARKETING ENVIRONMENT, MARKET SEGMENTATION AND 12 Hrs

2 CONSUMER BEHAVOUR:
Micro Environment – The company, suppliers, marketing intermediaries
competitors, public and customers; Macro Environment- Demographic, Economic,
Natural, Technological, Political, Legal, Socio- Cultural Environment.

MARKET SEGMENTATION AND CONSUMER BEHAVIOUR: 12 Hrs

3
Meaning and Definition, Bases of Market Segmentation, Requisites of Sound
Market Segmentation; Consumer Behavior-Factors influencing Consumer
Behavior; Buying Decision Process
MARKETING MIX and NEW PRODUCT DEVELOPMENT: 12 Hrs
4 Meaning, Elements of Marketing Mix (Four P’s) – Product, Price, Place, Promotion.
Product-Product Mix, Product Line, Product Lifecycle, New Product Development,
Reasons for Failure of New Product,Branding, Packing and Packaging, Labeling,
 PRICING, DISTRIBUTION AND SERVICES MARKETING: 10 Hrs
5 Pricing – Objectives, Factors influencing Pricing Policy, Methods of Pricing;
Physical Distribution– Meaning, Factors affecting Channel Selection, Types of
Marketing Channels. Promotion – Meaning and Significance of Promotion,
Personal Selling and Advertising (Meaning Only); Introduction to services
marketing (Concepts Only): Meaning and definition of services, difference
between goods and services, features of services, seven P’s of services
marketing.
SKILL DEVELOPMENTS ACTIVITIES:

1. Two cases on the above syllabus should be analyzed and recorded in the skill development
2. Design a logo and tagline for a product of your choice
3. Develop an advertisement copy for a product.
4. Prepare a chart for distribution network for different products
Reference Books:

1. Philip Kotler, Marketing Management, Prentice Hall.

2. Lovelock Christopher, Services Marketing: People, Technology, Strategy, PHI
3. William J. Stanton, Michael J.Etzel, Bruce J Walker, Fundamentals of Marketing, MCGraw Hill
Education.
4. Bose Biplab, Marketing Management, Himalaya Publishers.
5. J.C. Gandhi, Marketing Management, Tata McGraw Hill.
6. Ramesh and Jayanti Prasad: Marketing Management, I.K. International
7. Sontakki, Marketing Management, Kalyani Publishers.
8. P N Reddy and Appanniah, Marketing Management

Date Course Coordinator Subject Committee Chairperson