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  1. 1. Semester VIINDIAN ECONOMYCourse Code: BBA601 L-4, T-0, P-0, C-4Objective: The basic objective of this course is to provide fundamental knowledgeabout Indianeconomy.Unit-wise Course Contents:1. Introduction to Indian Economy: Meaning of Economy, Economic GrowthandDevelopment, Characteristic of Indian Economy, Factor affecting EconomicDevelopment.Resources in India-(Natural & Infrastructural).(8 Hours)2. Population & Employment Control Policy in India: Human ResourceDevelopment,Population Policy in India, Poverty & Unemployment in India, Programmes &Policy.(8 Hours)3. Economic Policy And Industrial Sector: Economic planning-Objectives,Characterstics, Need& Importance, Current Five Year Plan, Planning Commission, Private Sector,Public Sector &Joint Sector, Co-operative Sector.(8 Hours)4. Indian Agricultural Sector: Problems and prospects of Indian Agriculture,Developmentduring Plan Period, Land Reforms-Need & Scope , Position, Problems andprospects of largescale industries (Iron & Steel, Sugar, Cotton), Green Revolution.(8 Hours)5. Financial Institution In India: Role of commercial bank and FinancialInstitutions, SmallScale Industry, Role of small Industries in Indian Economy, SSI Policy.(8 Hours)Text Book:1. Dutt Ruddar Sundaram, Indian Economy, S. Chand & Company Ltd.Reference Books:1. Puri & Mishra, Indian Economy, Himalaya Publishing House.2. Khan M.Y., Indian Financial System, Tata McGraw-Hill.* Latest editions of all the suggested books are recommended.
  2. 2. STRATEGIC MANAGEMENTCourse Code: BBA602 L-4, T-0, P-0, C-4Objective: The basic objective of this course is to provide fundamental knowledgeabout strategicmanagement.Unit-wise Course Contents:1. Introduction to Strategic Management: Concept of strategic management -Characteristics ofstrategic management - Defining strategy, Strategy formulation - Stakeholders inbusiness -Vision, mission and purpose - Environmental appraisal - Types of strategies -Guidelines forcrafting successful business strategies.(8 Hours)2. Strategic Analysis and Choice: Environmental Threat and Opportunity Profile(ETOP) -Organizational Capability Profile - Strategic Advantage Profile - CorporatePortfolio Analysis -SWOT Analysis - Porters Five Forces Model of competition - Mc Kinseys 7sFramework.(8 Hours)3. Strategy Implementation: Issues in implementation - Organization Structure -Matchingstructure and strategy - Behavioral issues - Leadership style - Corporate culture -Values –Power - Social responsibilities - Ethics - Functional issues - Functional plans andpolicies -Financial, Marketing, Operations and Personnel plans and policies(8 Hours)4. Strategy Evaluation And Control: Importance - Symptoms of malfunctioningof strategy -Organization anarchies - Operations Control and Strategic Control - Measurementof Corporateperformance - Analyzing variances - Role of organizational systems in strategyevaluation(8 Hours)5. E-commerce: New Business Models and strategies for Internet Economy -Shapingcharacteristics of E-Commerce Environment - E-Commerce Business Model andStrategies -
  3. 3. Internet Strategies for Traditional Business - Key success factors in E-Commerce.(8 Hours)Text Books:1. Pitts R.A. & Lei D., Strategic Management, Building and SustainingCompetitive Advantage,Vikas Publishing House, 2003.2. Thompson A and Strickland A J, Strategic Management: Concepts and Cases,Tata McGraw-Hill, 2002.3. Whelan T.L. & Hunger J.D., Concepts in Strategic Management and BusinessPolicy, PearsonEducation, 2004.Reference Books:1. Hunger J.D. & Whelan T L, Essentials of Strategic Management Prentice-Hall.2. Johnson and Scholars, Exploring Corporate Strategy: Text and Cases, Prentice-Hall, 2000* Latest editions of all the suggested books are recommended.BBA Revised Syllabus Applicable w.e.f. Academic Session 2011-12 (22022012)Page 49 of 55
  4. 4. Semester VISpecialization: MarketingPaper-IIIRURAL MARKETINGCourse Code: BBM3 L-4, T-0, P-0, C-4Objective: The basic objective of this course is to provide fundamental knowledgeabout ruralmarketing.Unit-wise Course Contents:1. Introduction: Definition, Scope of rural marketing, Concepts, Components ofrural market,Classification of rural market, Rural vs. Urban markets, Problems in ruralmarketing.(8 Hours)2. Rural marketing environment: Population, Occupation pattern, Incomegeneration, locationof rural population, expenditure pattern, literacy level, land distribution, land usepattern,irrigation, development programs, infrastructure facilities, rural credit institutions,rural retailoutlets.(8 Hours)3. Characteristics of Rural consumer: Stages of the Life cycle. Consumerbehaviour, Factorsaffecting Consumer Behavior, Researching Rural market, Sanitizing rural market,Researchdesign- Reference frame.(8 Hours)4. Rural Marketing Strategies: Segmenting, Targeting and Positioning ProductStrategy,Marketing Mix Challenges.(8 Hours)5. Product Concepts Classification: Five Levels Products, Classification ofProductsRural Product Categories – (Fast moving Consumer goods, Consumer Durables,AgricultureGoods, Services) Formulating Product Planning, Developing Product Strategy.(8 Hours)Text Books:1. Kashyap Pradeep & Siddhartha Raut, Rural Marketing, Biztantra
  5. 5. 2. Swamy Gopal T.P., Rural Marketing, Vikas Publishing House.Reference Books:1. Robert R. Reeder, Industrial Marketing: Analysis, Planning, and Control,Prentice-Hall* Latest editions of all the suggested books are recommended.
  6. 6. COMMUNICATION TECHNIQUECourse code: BBA603(Common with EHM601/BPH606/BCA604/BCH606/BHM601)LTPC2023Course Contents:Unit IOral Communication: Principles of effective oral communication, Features,Vitals ofcommunication, Interpersonal communication, Persuasive communication. (10Hours)Unit IIPresentation Strategies: Purpose, Audience & Locale, Organizing contents,Preparing outlines.Audio- Visual aids, Body Language, Voice dynamics. (10 Hours)Unit IIIListening Skills: The Listening process, Hearing & listening, Types of listening,Listening with apurpose, Barriers to listening, Telephonic conversation. (10 Hours)Unit IVSpeaking Skills: Improving voice & speech, Art of public speaking, Using visualaids, Jobinterview being interviewed by the media, Dealing with the boss. Dealing withsubordinates, Howto run a meeting. (10 Hours)Text Book:1. Raman Meenakshi & Sharma Sangeeta, Technical Communication-Principles &Practice –O.U.P. New Delhi. 2007.Reference Books:1. Ruther Ford A., Basic Communication Skills – Pearson Education, New Delhi.2. Mitra Barum K., Effective Technical Communication – O.U.P. New Delhi. 2006.NOTE:This syllabus has been designed to improve the oral and writtencommunication skills ofstudents. The faculty members should put emphasis on practical (oral)activities forgenerating students’ interest in language learning.* Latest editions of all the suggested books are recommended.