Department of Management Studies

Bachelor of Business Administration Program

Batch 2021-24

Syllabus Book [Semester VI]

 Evaluation Scheme BBA VI [Jan-June 24]

Course Code Course Title Credit L T P CIE MSE SEE TOTAL

BBA 601 Business Policy & Strategy 4 3 1 - 25 25 50 100

BBA 602 Project Management 4 3 1 - 25 25 50 100

Finance Group

BBA 603 F Financial Institutions & Markets 4 3 1 - 25 25 50 100

BBA 604 F Wealth Management 4 3 1 - 25 25 50 100

HR Group

BBA 603 H Labour Laws & Industrial Relations 4 3 1 - 25 25 50 100

BBA 604 H Talent & Knowledge Management 4 3 1 - 25 25 50 100

Marketing Group
Customer Relationship
BBA 604 M 4 3 1 - 25 25 50 100
Management

BBA 605 M Rural Marketing 4 3 1 - 25 25 50 100

Entrepreneurship Group
Entrepreneurial Growth &
BBA 603 E 4 3 1 - 25 25 50 100
Strategy
BBA 605 E Family Business Management 4 3 1 - 25 25 50 100

For ALL Group

BBA-606 Project Report/viva voce 4 Ω 100

GP-601 GP 1 Continual Evaluation 100

Ω = A Project Report [BBA 606] of 4 Credits will be offered to the students in semester VI, this project
will be completed during the sixth semester. The project report will be evaluated as , 25 Marks for Project
Report, 25 Marks for report presentation and 50 Marks for project viva voce which will be taken by external
expert of Academia or Industry]
 Business Policy and Strategy

Course Outcomes: Students will be able to:

CO1 Describe the concepts of business strategy
CO2 Explain the need for strategic vision and mission
CO3 Discuss the types of strategies available to business organizations
CO4 Explain the business strategies used by a firm
CO5 Analyze the business environment in which the firm operates
CO6 Assess the impact of a firm’s strategic choices

Unit 01: Introduction to Business Policy and Strategy [15 Hours]

Introduction to the strategic management process and related concepts. Characteristics of corporate,
business & functional level strategic management, Company’s vision and mission: Need and formulation
of a mission statement, criteria for evaluating a mission statement- Goal & Objectives.
Unit 02: Environmental Analysis & Diagnosis [15 Hours]
Analysis of company’s internal & external environment Environmental impact on organisations policy and
strategy, analysis of remote environment, Michael E. Porter’s 5 Forces model; Importance of
organisation’s capabilities, competitive advantage and core competence, Michael E. Porter’s Value Chain
Analysis.
Unit 03: Formulation of Competitive Strategies [15 Hours]
Introduction to strategies of growth, stability and renewal, Types of growth strategies – concentrated
growth, product development, integration, diversification, international expansion (multi domestic
approach, franchising, licensing and joint ventures). Types of renewal strategies – retrenchment and
turnaround. Strategic fundamentals of merger & acquisitions
Unit 04: Strategic Analysis & Choice [15 Hours]
Strategic gap analyses, portfolio analyses – BCG, life cycle portfolio matrix, grand strategy selection
matrix; Behavioural considerations affecting choice of strategy; Culture and Strategic Leadership, Impact
of structure, culture & leadership, functional strategies & their link with business level strategies, Balanced
Score Card; Introduction to Strategic control & evaluation, Strategic surveillance.
Suggested Readings:
1. Pearce, J. A. & Robinson, R. B. (2011). Strategic Management formulation implementation and
control. New Delhi, India: Tata McGraw Hill.

2. Kachru, U. (2017). Strategic Management. New Delhi, India: Excel books.

3. Thompson, A. A., Peteraf, M. A., Gamble, J. E., Strickland, A. J. III., & Jain, A. K. (2012). Crafting
and Executing Strategy. New Delhi, India: McGraw-Hill.
 Project Management

Course Outcomes:
CO1 Describe a project and the elements and characteristics of project management
CO2 Explain the project life cycle
CO3 Discuss the process of preparing a detailed project report.
CO4 Apply the tools of project planning and evaluation
CO5 Analyse the importance of the project team and project manager
CO6 Create a project plan using the tools of project planning

Unit: 01 Introduction to Project Management [15 Hours]

Defining Projects and Project Management, Characteristics of Projects, Scope of Project Management,
Elements of Project Management, Classification of Projects, Project Life Cycle, Organization Strategy
and Project Selection; Project Management Structures, Project Manager - Role and Responsibilities
Unit: 02 Project Feasibility Analysis [15 Hours]
Market and Demand Analysis, Technology and Location Analysis, Financial Analysis (Pay Back Period,
NPV, IRR, Profitability Index), Social Cost Benefit Analysis, Environmental Impact Assessment, Detailed
Project Report
Unit: 03 Project Planning [15 Hours]
Defining the Project Scope, Project Priority Matrix, Work Breakdown Structure, Responsibility Matrix,
Types of Project Costs, Developing the Project Network (CPM and PERT Networks), Reducing Time
duration of Projects, Managing Risk
Unit: 04 Project Closure & Managing Teams [15 Hours]
Project Control Process, Project Termination, Project Audit and Review, Managing Project Teams,
situational factors affecting team development, managing virtual project teams, project team pitfalls.
Learning Resources
4. Clifford Grey, Eric W. Larson, Gautam V. Desai: Project Management: The Managerial
process. Tata McGraw-Hill Education

5. Jack Gido, James Clement, Project Management. Cengage Learning.

6. Harvey Maylor, Project Management, Pearson Education.

7. Prasanna Chandra, PROJECTS Planning, Analysis, Selection, Financing, Implementation, and

Review, Seventh Edition, Tata McGraw-Hill Education
 Financial Institutions & Markets

Course Outcomes:
CO1: Illustrate the working of financial institutions and markets
CO2: Understand the importance of change in interest rates for all constituents of the financial system
CO3: Explain role and functioning for regulation of different types of financial markets
CO4: Describe functioning and need for regulation of different types of non-depository institutions
CO5: Analyze the role of banking in a financial system
CO6: Critically evaluate impediments to financial inclusion and different ways of developing sustainable
financial inclusion..

Unit: 01 Structure of Indian Financial System [15 Hours]

An overview of the Indian financial system, financial sector reforms: context, need and objectives; major
reforms in the last decade; competition; deregulation; capital requirements; issues in financial reforms
and restructuring; future agenda of reforms; Regulation of Banks, NBFCs & FIs: Salient provisions of
banking regulation act and RBI Act; Role of RBI as a central banker; Products offered by Banks and FIs:
Retail banking and corporate banking products. Universal Banking: need, importance, trends and RBI
guidelines, Core banking solution (CBS); RTGS and internet banking, NBFCs and its types; comparison
between Banks and NBFCs
Unit: 02 Introduction to Financial Markets in India [15 Hours]
Role and Importance of Financial Markets, Financial Markets: Money Market; Capital Market; Factors
affecting Financial Markets, Linkages Between Economy and Financial Markets, Integration of Indian
Financial Markets with Global Financial Markets, Primary & secondary market, Currency Market, Debt
Market- role and functions of these markets. Primary Market for Corporate Securities in India: Issue of
Corporate Securities: Public Issue through Prospectus, Green shoe option, Offer for sale, Private
Placement, Rights Issue, On-Line IPO, Book Building of Shares, Disinvestment of PSU, Employees Stock
Options, Preferential Issue of Shares, Venture Capital, Private Equity, Performance of Primary Market in
India, Corporate Listings : Listing and Delisting of Corporate Stocks.
Unit: 03 Secondary Market in India [15 Hours]
Introduction to Stock Markets, Regional and\Modern Stock Exchanges, International Stock Exchanges,
Demutualization of exchanges, Comparison between NSE and BSE, Raising of funds in International
Markets: ADRs and GDRs, FCCB and Euro Issues; Indian Stock Indices and their construction,
maintenance, adjustment for corporate actions (rights, bonus and stock split;) on index with numerical,
free float vs. full float methodology, Classification of Securities to be included in the Index, Bulls and
Bears in Stock Markets, Factors influencing the movement of stock markets, indicators of maturity of
stock markets, Major Instruments traded in stock markets: Equity Shares, Debentures, Myths attached
to Investing in Stock Markets. Trading of securities on a stock exchange; Selection of broker, capital and
margin requirementsa broker, MTM and VAR Margins, kinds of brokers, opening of an account to trade
in securities, DEMAT System, placing an order for purchase/sale of shares, margin trading and margin
adjustment, contract note and settlement of contracts, Algorithmic trading, Settlement mechanism at BSE
& NSE

Unit: 04 Money Market and Debt Markets in India [15 Hours]

Money Market: Meaning, role and participants in money markets, Segments of money markets, Call
Money Markets, Repos and reverse Repo concepts, Treasury Bill Markets, Market for Commercial Paper,
Commercial Bills and Certificate of Deposit. Role of STCI and DFHI in money market, Debt Market:
Introduction and meaning, Market for Government/Debt Securities in India, Secondary market for
government/debt securities, Over subscription and devolvement of Government Securities, Government
securities issued by State Governments, Municipal Bonds, Corporate Bonds vs. Government Bonds
Learning Resources
1. Bhole L.M, Mahakud Jitender, Financial Institutions and Markets, 5th Edition Tata McGraw-Hill.

2. Khan M.Y. Indian Financial System, 9th Edition, Tata McGraw-Hill

3. Varshney, Mittal, Indian Financial System, Sultan Chand & Sons

4. Gurusamy, S. Financial Services, TMH.

 Wealth Management

Course Outcomes:
CO1. Create and evaluate real estate investment cash flow models and proforma.
CO2. Determine a defensible methodology to forecast real estate investment cash flows and measure
investment performance.
CO3. Apply the basic concept of time value of money indecisions pertained to personal finance
CO4. Use discounted cash flow models to measure the impact of alternative investment strategies in
order to formulate a strategy to maximize investment yield. Variables for comparison will include
alternative financing, project density, income and expense expectations.
CO5. Identify, describe, and explain the major forms of consumer protection for mortgage borrowers,
their inadequacies and opportunities for reform.
CO6. Demonstrate the ability to appropriately select from available products to meet clients’ needs

Unit: 01 Introduction to Financial Planning [15 Hours]

Introduction, Background and role of financial Planning, Role of a financial planner, Regulatory control
and practices in financial planning, various views of financial planning, Good practices in financial
planning
Unit: 02 Time Value of Money [15 Hours]
Concept, principles of compounding, Discounting, Annuities risk and return trade off, investment timing.
Unit: 03 Types of Instruments and Procedures [15 Hours]
Fixed interest instruments, Equity instruments, Property, Derivatives, Mutual funds, PMS, insurance
bonds, other Special classes (Gold, Infrastructure, Private capital, Individual mortgage,) Concept of will,
Administration of an estate, dwelling houses, power of attorney,
Unit: 04 Tax Aspects of Financial Planning [15 Hours]
Toward Financial Plan: Gathering information from client, Meeting client objectives, Assets Allocation,
Implementation. Principles of taxation, Components of tax liabilities, Taxation of direct investment,
Taxation of managed investment, Self-assessment, Return on income, payment of tax, Capital gain tax
(overview)
Learning Resources
1. Bhalla V.K. Investment Management, S.Chand

2. Desai, Joshi. Investment Management, Biztantra Publication

3. Bodie,Kane,Marcus,Mohanty .Investment Management 8th Edition, Tata Mcgraw Hill

4. Deepa Venkatraghavan (2009) Kaise Nivesh Kare--Mandi Ho ya Teji

 Customer Relationship Management

Course Outcomes:
CO1. List the basic concepts of Customer relationship management.
CO2. Examine marketing aspects of Customer relationship management.
CO3. Illustrate the basics of analytical Customer relationship management.
CO4. Analyze and develop basics of operational Customer relationship management.
CO5. Justify the knowledge regarding the concept of e-CRM and e-CRM technologies.
CO6. Synthesize the technological and human issues relating to implementation of Customer
Relationship Management in the organizations

Unit 01: CRM concepts & CRM in Marketing [15 Hours]

Acquiring customers, customer loyalty, and optimizing customer relationships.CRM defined: success
factors, the three levels of Service/ Sales Profiling, Service Level Agreements (SLAs), creating and
managing effective SLAs. One-to-one Relationship Marketing, Cross Selling & Up Selling, Customer
Retention, Behaviour Prediction, Customer Profitability & Value Modeling, Channel Optimization, Event-
based marketing. CRM and Customer Service
Unit 02: E-Commerce and Utility [15 Hours]
E-Commerce and Customer Relationships on the Internet, Enterprise Resource Planning (ERP), Supply
Chain Management (SCM), Supplier Relationship Management (SRM), Partner relationship
Management (PRM).
Unit 03: Analytical CRM [15 Hours]
Managing and sharing customer data - Customer information databases, Ethics and legalities of data
use. Data Warehousing and Data Mining concepts.
Unit 04: CRM Implementation: [15 Hours]
Defining success factors, preparing a business plan - requirements, justification, processes, managing
customer relationships: conflict, complacency, Resetting the CRM strategy. Selling CRM. internally: CRM
development Team, Scoping and prioritizing, Development and delivery, Measurement.
Learning Resources:
1. Buttle, F (2008). Customer Relationship Management. New Delhi, India: Routledge.

2. Jagdish Seth, et al. (2016). Customer Relationship Management, New Delhi, India: Laxmi
Publications Private Limited.

3. Brown, S. A. (2000) Customer Relationship Management, Canada: John Wiley & Sons.
 Rural Marketing

Course Outcomes:
CO1 Describe the fundamentals of management with reference to agribusiness.
CO2 Relate with various functional areas of agribusiness
CO3 Apply skills to analyze Marketing Functions, Market Information and Intelligence
CO4 Analyze & Impart knowledge of the marketing efficiency and agricultural prices
CO5 Prioritize to gain knowledge on agricultural marketing, challenges and prospects for improving
agricultural marketing system
CO6 Compose Marketing Functions for gaining Market Information and Intelligence

Unit: 01 RURAL MARKETS AND MARKETING [15 Hours]

Defining Rural Markets and Rural Marketing; Indian Rural Market; Evolution of Rural Marketing; Rural
Environment; Rural Economy; Population and its locations; occupation pattern; expenditure pattern;
infrastructure facilities.
Unit: 02 THE RURAL CONSUMER [15 Hours]
Characteristics and factors influencing Consumer purchase decision; rural demand; Rural buyer
characteristics; Hierarchy of markets and rural market index; Problems in rural marketing; Rural
Marketing research.
Unit: 03 MARKETING MIX IN RURAL MARKETS [15 Hours]
4 A’s of Rural Marketing Mix, Product decisions and strategies; Price setting strategies; Distributions
channels; Challenges in Rural communication; Advertisements for Rural consumers; Rural service
marketing mix.
Unit: 04 INNOVATIONS AND FUTURE OF RURAL MARKETS [15 Hours]
Role of Innovation in Rural Markets; Emergence of Organized Retailing in Rural India; Practices adopted
by Indian Companies; Measures taken by Public and private sector for development; Dependency on
Agriculture; Rural tourism: its importance and limitations.
Learning Resources
1. Pradeep Kashyap, Rural Marketing, (Second Edition) Pearson Education Publication.
2. C.S.G. Krishnamacharyulu, Lalitha Ramakrishnan, Rural Marketing, (2nd Edition ), Pearson
 Labour Laws & Industrial Relations

Course Outcomes:
CO1: To describe the general structure and system of Industrial Relations.
CO2: To discuss the importance of Industrial Relations in maintaining industrial peace and harmony for
achieving the goals and objectives of the Organization.
CO3: To identify how employees and Trade Unions behave under different conditions.
CO4: To examine the various labor legislations in organizational context.
CO5: To explain the rationale behind the laws and their enforcement problems.
CO6: To analyze the complexities in the handling of legal situations pertaining to HR in the organizations.

Unit 1: Introduction to Industrial Relations [15 Hours]

Concept, Scope, Evolution, Approaches to IR, Conflict & Cooperation, Bi-Partism, Tri-Partism, Collective
Bargaining, Worker’s Participation in Management, Grievance Handling and Disciplinary action, Code of
Conduct, IR in changing scenario, Employer’s organizations.
Trade Unions: Concept, Evolution, Problems, Provisions of Trade Union Act, 126, Emerging role of
Trade Union in India.
Unit 2: Laws relating to Working Conditions [ 15 Hours]
Factories Act 1948, Contract Labour Act 1970.
Unit 3: Laws Relating to Wages [15 Hours]
Minimum Wages Act, 1948, Payment of Wages Act, 1936, Payment of Bonus Act, 1965, Equal
Remuneration Act, 1976.
Unit 4: Laws Relating to Labour Welfare and Social Security [15 Hours]
The Payment of Gratuity Act, 1972, Employees’ Provident Fund & Miscellaneous Provision Act 1952,
Employee Compensation Act, 1923, Employee State Insurance Act, 1948
Learning Resources:
1. Mamoria C.B. & S. Mamoria: Dynamics of Industrial Relations in India. Mumbai. Himalaya
Publishing House.
2. Sinha, P.R.N (2013) Industrial Relations, Trade Unions & Labour Legislation. Pearson.
3. Malik, S. (2011). P L Malik’s Industrial Law Volume1, 23rd Edition, Eastern Book Company
4. Srivastava, S.C., Industrial Relations &Labour Laws, Vikas Publishing House (P) Ltd.
 Talent & Knowledge Management

Course Outcomes: Students will be able to

CO1: To describe the key terms such as talent management, knowledge management, competency
mapping.
CO2: To explain the usage of competency mapping in evaluating a person’s work and identifying the
required competencies in a person.
CO3: To assess the current trends in knowledge management and their manifestation in today’s business
environment.
CO4: To examine the challenges of acquisition and retention of talents for the competitive advantage of
the organization.
CO5: To design a conceptual framework of managing the talents in the competitive environment
CO6: To identify the knowledge management strategies and conduct the knowledge audit.

Unit:01 Talent Management: [15 Hours]

Meaning and importance of talent management, Talent management Grid, Creating talent management
system, Strategies of talent management
Unit: 02 Competency Modeling & Knowledge Management [15 Hours]
Competency model, Competency mapping, Role of leaders in talent management, Talent management
and competitive advantage, Elements of knowledge management, Advantages of knowledge
management, Knowledge management in learning organizations, Types of Knowledge: Tacit and Explicit.
Managing knowledge workers
Unit:03 Knowledge management Process [15 Hours]
Knowledge management process, Approaches to knowledge management: Knowledge management
solutions, Knowledge creation, Knowledge sharing, Knowledge dissemination, Knowledge management
life cycle, Nonaka’s model of knowledge. Knowledge capturing techniques: Brainstorming, Protocol
analysis, Consensus decision making, Repertory grid, Concept mapping.
Unit: 04 Knowledge Management [15 Hours]
Knowledge management strategies: Aligning individual needs with organization, Reward systems for
knowledge management, Knowledge audit, Benchmarking, Balance score card, Gap analysis.
Suggested Readings
1. Lance A. Berger, Dorothy Berger: Talent management handbook, McGraw Hill New York.

2. Cappeli Peter: Talent on Demand –Managing Talent in an age of uncertainty, Harvard Business press.

3. Sudhir Warier: Knowledge management, Vikas publishing house.

4. Stuart Barnes: Knowledge management system theory and practice, Thomson learning.
 Entrepreneurial Growth and Strategy

Course Outcome:
CO1: To introduce the importance of strategic planning for an entrepreneurial venture
CO2: To discuss the five stages of a typical venture life cycle development, start-up, growth, stabilisation CO3:
and innovation or decline
CO4: To outline ways to incorporate sustainability into business strategy
CO5: To introduce the new international developments that have expanded opportunities for the global market
CO6: To identify the key factors that play a major role during the growth stage and entrepreneurial mindset in
organisations
CO7: To describe the importance of family businesses and their unique problems

Unit 1: Entrepreneurial Growth Strategy [15 Hours]

Strategic planning, managing entrepreneurial growth, Venture development stages, The entrepreneurial company
in the 21st century, Building the adaptive firm, The transition from entrepreneur to the manager, Understanding the
growth stage, Unique managerial concerns of growing ventures, Achieving entrepreneurial leadership, Strategic
sustainable development, experiential exercise: the tows matrix, experiential exercise: the venture life cycle, and
relevant case studies.
Unit 2: Global opportunities for entrepreneurs [15 Hours]
Business internationalisation, factors affecting internationalisation of business, advantage and disadvantage in
business internationalisation. Asia–Pacific entrepreneurship, How to go global, Five steps to the international
marketplace, key terms and concepts, experiential exercise: market selection matrix 536 experiential activity: going
international and relevant case studies.
Unit 3: Entrepreneurial families, succession and continuity [ 15 Hours]
Entrepreneurial families, succession and continuity, Harvesting the venture: A focus on the future, The
management succession issue, Key factors in succession, Developing a succession strategy, The exit strategy:
Liquidity events, Trade sale of the venture, experiential exercise: who emigrates first? Experiential activity: passing
it on and relevant case studies.
Unit 4: Developing entrepreneurship within organisations [15 Hours]
The entrepreneurial mindset in organisations, Re-engineering organisational thinking, nature of intrapreneurship,
Not for businesses only, Conceptualising intrapreneurial strategy, The entrepreneurial mindset in organisations,
Re-engineering organisational thinking, The nature of intrapreneurship,

Conceptualising intrapreneurial strategy, experiential exercise: developing entrepreneurship, experiential activity:

spot the social intrapreneur and relevant case studies.
Learning Resources:
1. Frederick-Kuratko(2010).Entrepreneurship-Theory-Process-Practice-2nd-Asia-Pacific-edition-
Melbourne-Australia-Cengage-Learning-Australia.
2. Johannisson, B. (2017). Networking and entrepreneurial growth. The Blackwell handbook of
entrepreneurship, 368-386.
3. Reichborn-Kjennerud, K., & Svare, H. (2014). Entrepreneurial growth strategies: the female touch.
International Journal of Gender and Entrepreneurship.
4. Brush, C. G., Ceru, D. J., & Blackburn, R. (2009). Pathways to entrepreneurial growth: The influence of
management, marketing, and money. Business Horizons, 52(5), 481-491.
 Family Business Management
Course Outcomes:
CO1: To understand the Family Business management and governance structure.
CO2: To explain the succession process and leadership management in the family business.
CO3: To understand the new venture planning in the family business.
CO4: To examine the various issues related to family business management.
CO5: To understand the corporate governance structure in the family business.
CO6: To examine the importance of family business internationalisation and alliance strategies for
growth.

Unit 1: Understanding Family Business and governance structure [15 Hours]

An overview of the family business, An introduction to the family business model, different stakeholders,
governance structure, gender role, family business life cycle and Family Business Landscape.
Unit 2: Succession Process and Leadership management [15 Hours]
Understanding Succession Management in Family Firms, Importance of Succession Process in The
Family Business, Successor's Selection Process, The Role of Family Members in Succession, Grooming
and Nurturing of Protentional Successors, the process of new venture planning with the family firm,
Gender Issues in Succession Management, Effect of Family Member's Relationship on Business,
Succession and Family Business Conflict Resolution.
Unit 3: Corporate Governance in A Family-Owned Companies [15 Hours]
Understanding Corporate Governance in A Family-Owned Companies, International Best Practices in
Family Business and Corporate Governance, Vision and Strategy as Key Governance Measures in
Family Business, Securing CEO Succession as a Key Governance Measure in Family Business,
Securing Financial Resources as a Key Governance Measure, Structures and plans to Govern a Family
Business System, Relationships Among Governance Structures,
Unit 4: Family Business diversification and Internalisation: [15 Hours]
Understanding the Role of Family Ownership in Business Diversification, Diversification Strategies,
Capabilities of Family Members, Classification of Different Investment Groups, Innovation Strategies in
The Family Business and Investment in Intellectual Assets. Importance of Business Internalization,
Facilitating Factors, Growth Strategies for Family Business Internalization, Limitations Associated with
Family Business Internalization, Entry Plan for Different Countries, and Family Business and International
Orientation.

Learning Resources:
1. Renkert-Thomas, A. (2015). Engaged Ownership: A Guide for Owners of Family Businesses.
John Wiley & Sons.
2. Del Giudice, M., Della Peruta, M. R., & Carayannis, E. (2010). Knowledge and the family
business. Springer, New York.
3. Friedman, S. D., & Greenhaus, J. H. (2000). Work and family--allies or enemies? what happens
when business professionals confront life choices. Oxford University Press, USA.