Syllabus for

Academic Year  (2024)

Business Analytics acts an effective tool to leverage the available data in various forms to take informed decision. Students will be trained on data driven decision making. This course is a full-fledged application based course which covers various applications of Business Analytics using the available social media data. IT provides a platform to the students to apply the knowledge, skills and competences to develop digital marketing strategies.

●        To provide understanding of the digital marketing for marketing success

●        To facilitate the students to manage customer relationships across all digital channels

●        To equip the students with the techniques that are very useful when deploying/using/maintaining a real-world database system

●        To elucidate the students with the use data management tools that are widely spread in the industry

             To offer the students relevant skills to identify the alternative solutions to a particular problem and take a decision based on trade-off.

Course Description: In the era of entrepreneurship, start-up culture has pervaded the socio-economic fabric of our world and it is imperative that budding entrepreneurs are equipped with the right skill sets that will see them achieve their goals. The course will address various practical tools and techniques that will enhance the decision-making process of an entrepreneur.

Course Objectives: 

●      To learn the fundamental skills that would help in the initial stages of an entrepreneur’s journey.

●      To develop the skill sets required to become a successful entrepreneur.

●      To comprehend the necessary procedures to start a company.

●      To widen the horizon of thought and action involved in the growth of an enterprise

• To analyse and overcome the challenges an entrepreneur faces in business

This course is to provide a comprehensive and systematic account of financial econometric models and their applications to modeling and financial time series data including the return forecasting, volatility. While econometric theory is briefly touched on, most of the emphasis is on applied time series modeling and forecasting. Students at the end of the course will have a working knowledge of financial time series data and gain expertise in the software to conduct the analyses.

Course objectives:

●        To develop simple and multiple regression models and validate the efficiency of the estimated regression models.

●        To forecast financial data using econometric techniques (ARIMA) and measure their effectiveness

• To estimate volatility of Financial time series variables 

 Course Description: 

HR managers are the key to the success of talent acquisition and management for the organization. They are responsible for providing the organization with the proper key performance indicators to show that the organization is in alignment with its mission, values and goals. HR is also responsible for ensuring that supervisors and managers as well as rank and file employees understand the corporate policies and procedures. They have the responsibility to ensure that these processes are applied consistently and correctly. HR has the responsibility to learn the language of business so that they can communicate with the management of the organization in their space rather than that of HR and emerge as a true business partner.

Course Objectives:

•  To extend HR Concepts and theories to real life situations. 
•  To take part in designing and executing various learning activities.
•  To develop written and oral communication skills. 
• To build different perspectives on HR related issues and challenges

Marketing excellence is a prerequisite for success in any business, from startups to the world’s most established enterprises, yet the art and science of marketing is constantly evolving. Students are required to know the essential principles and practices of marketing in the digital economy.

Course Objectives:

●      To discuss how the digital economy works and develop the critical insights necessary to succeed in e-commerce and digital and social media marketing.

• To estimate related technologies exert a profound influence on how business and social institutions evolve, how they are challenged—and sometimes, even displaced

Course Description:

An Organization consists of different departments and processes. Managers at all level must understand how a company’s departments and processes “fit” together to achieve its goal. It focuses on all the functional areas of business and presents a cohesive strategic management model from a strategic perspective. The subject provides an insight on the strategy adopted by the companies in response to environmental change. The course provides a comprehensive and integrated presentation of current strategic management thinking in a clear and succinct format.

Course Objective:

·       To learn the fundamentals of strategic management using the case method.

·       To understand the fundamental principles & interrelationships among business functions such as: R & D, Production, Marketing, Customer Service, finance, human resources and Information Technology

·       To understand the interrelationships of business to individuals, other organizations, government and society.

Course Description:

India has a well-developed tax structure with a three-tier federal structure,comprising the Union Government, the State Governments and the Urban/Rural Local Bodies. The power to levy taxes and duties is distributed among the three tiers of Governments, in accordance with the provisions of the Indian Constitution. The study of tax laws is of a great importance for Management students as it exposes students to the tax environment in India. This course is introduced as part of the BBA program to give an overall idea about the theoretical and practical aspects of direct and indirect taxes in India. The content of the course is arranged in such a manner that it gives an outline of the Income tax law and GST Law in an analytical and simple manner.

Course Objectives:

1. To demonstrate the concepts of Direct Taxation, Tax regime, Law and Practice in India.  
2. To outline the basic concepts and Practice of Goods and Service Tax in India.
3. To apply the knowledge in computing Taxable Income.
4. To exhibit tax planning skills to minimize tax liability by adhering to the provisions of legal enactments governing Taxes in India.
5. To explain the Law and Practice of Customs Act  in India

Course Description: This course provides a comprehensive coverage of theory, tools and techniques relating to investments, focusing mainly on stock(capital) market instruments. It also explains provides an insight to the regulatory framework, theoretical expositions and practical applications of investment of portfolio management. tools and techniques 

Course Learning Objectives: This course aims:

1. To illustrate various investment avenues available for investors
2. To apply fundamental analysis/ technical analysis on listed companies in India
3. To evaluate Equity share/ bond based on valuation techniques 
4. To appraise various types of derivatives available for hedging.
5. To construct and revise portfolios by analysis and evaluation of risk – return trade-off.

Course Description: Understanding consumer behavior is one of the fundamental requirements for any marketer. Consumer Behavior and Research is an in-depth exploration of

the psychological, social, and cultural factors that influence consumer decision-making processes. This course provides students with a comprehensive understanding of how

consumers behave, why they make certain choices, and how businesses can effectively target and engage with their target audience. It also covers the extensive understanding of the

concept of consumer research and its application during this changing marketing era. This course equips students with the knowledge and skills to conduct research in consumer

behavior, utilizing both qualitative and quantitative research methodologies.

Course Objectives: This course intends

● To understand the concept of Consumer Behavior in the field of Marketing

● To apply the concept of consumer behavior in terms of consumer research

● To analyse the consumer decision process for different organizations.

● To evaluate the internal and external factors affecting consumer behavior in detail

● To elaborate on the recent changes in consumer behavior.

Course Description: Firms become increasingly involved in the global economy, issues in global financial management become more important. Events taking place on the global financial management from trade disputes to currency crises – make the issues of international transactions and exposure more challenging.  Students need to acquire knowledge on the functioning of trade globally and its financial implications. Knowledge of foreign exchange activities and the hedging of foreign exchange exposures and other related aspects of risk coverage while doing international business shall be imparted. The objective is to blend sound theoretical knowledge of foreign exchange economics with practical and procedural aspects of risk management strategies and project appraisal from a global investment perspective.

Course Objectives:

1. To equip the students, understand the global financial markets and its significance from global business context 
2. To analyse the implications of Balance of Payments on international transactions and economic exposure of business undertakings
3. To devise strategies and appraise the finance implications of strategies on international transactions 
4. To justify the international project investment decisions based on value created by specific   project investments 

Course Description:

The course offers an understanding of the relevance of remuneration and rewards to employees. The course discusses the concepts, applications and research that go into the formulation of compensation philosophy for organisations. It discusses the wage salary and administration in the Indian context. The course equips students with tools to effectively manage rewards for individuals and groups in organizations to attract, motivate and retain them. 

Course Objectives:

●       To understand of compensation philosophy, policy, practices, programs and processes.

●       To analyze and integrate compensation concepts to solve compensation related 

●       problems in organizations

●       To recognize how pay decisions help the organization achieve a competitive advantage.

●       To examine the pay grade structures for various positions by business organization.

●       To design rational and contemporary compensation systems in organizations. 

The course explores the significance of branding with the emerging managerial, relational and social perspectives. The course provides an understanding of different brand positioning strategies and how it influences consumer brand image. Further, the course also provides a detailed methodology of identifying various reasons for brand failure and suggest methods to overcome it. 

Course Objectives:

●      To identify the various concepts of brand management

●      To demonstrate an understanding of the major paradigms of brand building

●      To interpret the relevant theories and concepts to various practices of brand building.

• To examine the reasons for the success or/and failure of major brands.

Course Description: 

Strategic Financial Management emphasizes on the application of financial management techniques strategically to achieve the objectives of the organization. The course emphasizes how strategic financial decisions should be taken by the managers/budding entrepreneurs/businessmen with reference to classical theory and contemporary research. The course intends to apply various strategies involved in financial decision-making process and update the students on the availability of various sources of financing, choosing appropriate sources of financing to have optimum capital structure.  It also covers various techniques in managing an organization’s financial resources through better investment decisions (techniques), achieve its business objectives and maximize its value which will help the students take effective strategic financial decisions.

Course Objectives: 

●        To extend finance skill of the students pertaining to different techniques of financial management strategically to achieve the objectives of the organization.

●        To equip students to identify, evaluate and develop strategies relating to financing decisions.

●        To compare leasing, buying and hire purchase decisions to choose the most feasible financing decision.

●        To develop the students’ expertise in corporate value drivers and its impact on valuation of the company

●        To appraise the techniques of working capital management.

Course Description:  The development of many multinational companies in the world economy has led and compelled companies to develop a strategic perspective in their HR approach to the international assignments and hence making it imperative for the organizations to examine the activities of the people working in the multi-cultural organizations. The course provides basic knowledge about the enduring concepts in internationalization of business and its implication on Human Resources Management Practices. It provides an understanding of challenges in sustaining international operations through assignments and managing recruitment, staffing, training and development, compensation management. The course also focuses on the expatriate management techniques and the ethical practices of a business enterprise across the world.

Course Objectives:

•To provide an understanding of various international aspects of human resources management.

•To identify and examine the cross cultural and ethical issues, varying management practices and diverse systems related to internationalization of business.

•To examine and analyze the economic, social, psychological, legal, technological and ethical requirements for HR functions in a multinational context.

•To analyze the use of  IHRM practices and techniques in managing global workplace

•To evaluate various factors creating organizational competitive advantage through the international development of a cadre of cross-culturally savvy managers.

The course provides an in-depth understanding of various concepts related to the HRD initiatives that are practiced in organizations. It focuses on the study and practice for increasing the learning capacity of individuals, groups, and organizations. It explains the process of development and application of functional knowledge through interventions in order to optimize human and organizational growth and effectiveness. 

Course Objectives:

• To provide an understanding of fundamental concepts, methods and approaches to HRD.

• To identify the skill gap and requirements for training and development activities across the various functional areas of management

• To plan and organize an appropriate training programme to enhance their specific skills.

• To evaluate the effectiveness of training programmes in organizations through application of functional knowledge.

• To propose various initiatives like Coaching, Mentoring & counseling for developing human resources and solving various problems in organizations.

The course focuses on the conceptual framework for international marketing and the business environment (economic, socio-cultural, political, legal and regulatory) in which global companies must operate. It provides the student with the knowledge and tools for assessing and analysing international market opportunities and threats, as well as the ability to formulate marketing strategies and programs with a global perspective. It presents the interplay of dynamic driving forces in the global business environment, the rapid economic integration of the world, and how these factors impact on the formulation and implementation of international marketing strategies.

Course Objectives: 

●To understand the manifestations of international markets 

●To analyze the various aspects of international marketing

●To apply the management functions of international marketing 

●To construct and compare the strategic issues and choices available for managers in international marketing

     The goal of the course is to present a basic introduction to database management systems, with an emphasis on database design methodologies (ER diagrams and normalization theory), database query languages (relational algebra and SQL) and Big Data. Students will design and implement a simple database system to deepen their understanding of the basic database concepts and theories. After taking this course, the students will have the capability of developing various database applications such as enterprise information systems, e-commerce systems, business management systems and business analytics.

This course introduces undergraduate students to Data Visualization. This course is intended to teach students how to create meaningful charts and figures that can simultaneously convey useful information and be pleasing to the eye. Students will learn to use TABLEAU, programming language R to develop graphics. The course is divided into three general themes 1. Generating Meaningful and Insightful Graphics using TABLEAU  2. Statistical Programming in R 3. Data Visualization & Dashboard using R & TABLEAU. The course aims to offer an interactive environment where students feel comfortable to generate and share ideas. Students will be motivated to discuss topics reviewed in class and to critically assess how others have used data visualization to convey the results of their analyses. 

• To understand the principles and techniques of effective data visualization, including perception, cognition, and design.
• To develop skills in selecting appropriate visualizations to represent different types of data and insights effectively.
• To explore various data visualization tools and technologies, such as Tableau, and R libraries.
• To create interactive and engaging visualizations that communicate complex information clearly and intuitively.

To apply data storytelling techniques to convey compelling narratives through visualizations, enhancing data-driven decision-making processes.

This course will provide students with skills and knowledge of Python programming and experience in designing and developing business analytics applications. This course equips a motivated student with little or no prior programming experience with a working knowledge of the Python programming language and the Pandas package, for the purpose of descriptive data analytics. These skills are foundational for anyone interested in a career in data science, and they are beneficial for every manager in today’s data-rich economy. Python is one of the world’s most popular programming languages due to its simplicity, versatility, efficiency, and community support. Recent surveys have found it to be the most highly demanded programming language among job postings in data science. Pandas is a Python package that makes analyzing data easy, and it is widely used by data scientists at Google, Facebook, JP Morgan, and a host of other major companies.

 Course Objectives:

1. To understand basic operators functions using Python Programming. 

2. To  Illustrate the conditional expressions using Python Programming

3. To apply simple Graphical User Interfaces using Python Programming 

4. To analyze the quantitative data using Python Programming.

Internship project is an opportunity to students to learn the real-time structure, operations and practices of organization by undertaking training in business organization for a month and half period of time. During this period students spend in various functional departments of organization and reporting their learnings to their guides.

Financial econometrics is the intersection of statistical techniques and finance. It provides a set of empirical tools to analyze historical financial data, model underlying economic mechanisms, and predict future price trends. This course covers both few topics of time series and panel data techniques. The course prepares students to conduct empirical research in an academic or business setting. Eviews or R Programming or Gretl software’s will be used for the class.

Course Description: HR managers are the key to the success of talent acquisition and management for the organization. They are responsible for providing the organization with the proper key performance indicators to show that the organization is in alignment with its mission, values and goals. HR is also responsible for ensuring that supervisors and managers as well as rank and file employees understand the corporate policies and procedures. They have the responsibility to ensure that these processes are applied consistently and correctly. HR has the responsibility to learn the language of business so that they can communicate with the management of the organization in their space rather than that of HR and emerge as a true business partner.

 Course Objectives: 

●       Extend HR Concepts and theories to real life situations. 

●       Take part in designing and executing various learning activities related to HR function

●       Evaluate different perspectives of HR related issues and challenges

●       Develop written and oral communication skills.

Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions.

Course Objectives:

•  To understand how to use marketing analytics to predict outcomes and systematically allocate resources. 
• To measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. 
• To measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI).

Production and Operations Management (POM) is concerned with the management of resources and activities that produce and deliver goods and services for customers.  Efficient and effective operations can provide an organization with major competitive advantages since the ability to respond to customer and market requirements quickly, at a low cost, and with high quality, is vital to attaining profitability and growth through increased market share. The course focuses on the basic concepts, issues, and techniques for efficient and effective management of production and operations.

Course Description:  A law that governs the dealings regarding commercial matters, quietly known as business law. Business Law, a branch of civil law comprises governance of commercial and business transactions in both the public and private realms. Business law helps to resolve the business disputes, maintain order and build an acceptable  standards when it come close to the other business, government and customers. A better understanding of legal matters also provides a manager with a framework on which a decision can be made. This course covers important sub branches of Business Laws,  such as Contract Law, Intellectual Property Law, Consumer Protection Law, Competition Law, Law of Sale of Goods and Cyber Law etc.

Course Objectives:

●        To illustrate  the  legal provisions of  key aspects  of business laws

●        To outline the framework of Contract Law in India

●        To explain the legal provisions relating to Patents, Trade Marks and Copy Rights in India

●        To demonstrate an understanding of regulatory framework of Sale of Goods

      ●        To identify the  causes of the problem faced by consumers and competitors  and analyze the remedies provided for violations of legal provisions

Course Description: This is an elective course offered in the sixth semester to students of marketing specialization. Students learn various aspects of the evolution, growth and development of marketing communications

Course Objectives:

●        To identify the promotional elements in the marketing programmes

●        To demonstrate the role of various communication models.

●        To examine the role and functions of specialized marketing organizations.

●        To curate the process of budgeting for IMC

      ●       To interpret social insights of research to build creative strategy for IMC.

Course Description: This course presents and analyses derivatives, such as forwards, futures, and options. These instruments have become prevalent investment tools over the past several decades. They allow one to tailor the amount and kind of risk one takes, be it risk associated with changes in interest rates, exchange rates, stock prices, commodity prices, inflation, weather, etc. Institutions and investors use them, sometimes to hedge (reduce) unwanted risks, sometimes to take on additional risks motivated by views regarding future market movements. The evolution of this subject has been attracting the interest of both practitioners and academia. Therefore, the course is a blend of theory and application. Real data analysis is an important part of this course. A student completing this course will be familiar with the main current derivatives practices and risk management techniques.

Course Objectives:

· To understand the concepts of both financial and commodity derivatives.

· To hedge risk and practice risk management using derivatives.

· To explain the use of options and futures contracts for tactical portfolio strategies purpose

· To analyse the pricing of derivatives, including familiarity with some central techniques, like the binomial model and the Black-Scholes model, and options

Course Description: This course is designed to help students learn about sales and distribution management  concepts  and  how  to  apply  them to  solve  business  problems. Students will examine the dynamics of business decision making and demonstrate the ability to identify professional selling and negotiation skills, and man management skills. This course brings in features in Distribution Management like channel design, and the different components of distribution such as logistic management and channel information system

Course Objectives:

●        To defining the key concepts in Sales and Distribution Management.

●        To analyze the strategic role of Sales management in attaining competitive advantage for a firm.

●        To apply and relate Sales and Distribution Management with other key departments of a firm.

●        To evaluate emerging and important topics related to Sales and Distribution Management.

      ●       To formulate, plan, manage and control the best processes so that value-addition occurs in the most efficient and effective way.

Course Description:

Strategic human resource management is very critical to a firm’s success in the contemporary business world. This course explores the strategic role of human resources in organizational performance, human resource environment in organizations, human resource evaluation, measuring employee performance, mentoring and career management. This course provides an insight on how human resources can be looked at from an investment perspective and how an integration of human resource strategy and business strategy becomes a point of competitive advantage for companies.

Course Objectives:

●        To understand different theoretical approaches to SHRM and the linkage between HR strategy and business strategy

●        To discuss the significance of viewing human resources as investment and a source of sustainable competitive advantage

●        To analyze the relationship between business strategy and human resource planning

●        To determine the linkage between business strategy and compensation strategy

      ●    To examine the human aspect of strategic implementation.

Course Description: This course aims to familiarize the students with the different aspects of financial modelling using computer applications. It is a key skill with application in several domains of banking and finance industry as well as within corporations. It equips students for roles in core finance areas such as Equity Research, Investment Banking, Project Finance, Business Analysis, Mergers & Acquisitions, Financial Analysis, and Corporate Finance. 

Course Learning Objectives: This course aims to:

• To understand the applications of advance excel functions in financial modeling.

• To forecast the company performance on relevant financial parameters.

• To asses and apply mathematical models to different financial variables.

• To evaluate financial viability of various projects

Course Description: The course examines the importance of effective performance management systems that help organizations in achieving short and long term goals. It explains and reinforces the concept that performance management is not a one-time supervisory event, but an ongoing process of planning, facilitating, assessing, and improving individual and organizational performance. In addition, the course emphasizes the importance of measuring the effectiveness of human resource activities that are designed to enhance individual and organizational performance. The course seeks to provide theoretical and practical perspectives of effective performance management systems.

Course Objectives:

 ●        To understand the key concepts and frameworks that enable performance management from a multiple stakeholder perspective.

 ●        To illustrate the importance of implementing well-designed performance management systems

 ●        To examine the deficiencies in the existing systems and suggest how these can be improved.

 ●        To evaluate performance management practices in various organizations.

 ●        To design and suggest comprehensive performance management initiatives for organizations. 

The emerging powers of internet and related technologies have changed the marketplace in the world by making transactions quick- economical- and convenient.  This course develops an overall understanding of digital marketing/online marketing- social media tools- search engine optimization- mobile marketing- email marketing- pay per click- display marketing and content marketing.

Course Objectives:

·       To present the student with an overall view of the Digital marketing space.

·       To develop competency in students to develop Marketing Strategy using various tools available to manage consumers and content on the internet. 

•    To enable students with the techniques that can be used for marketing in the digital/internet world.

Course Description: The course intends to provide a comprehensive knowledge on the Debt market and Mutual funds. Mutual funds have become a much sought after investment product in recent years. This course demystifies the concept of mutual funds and helps create awareness and knowledge about the industry and its functioning We will cover topics such as Fixed Income Securities Markets, Bond Mathematics, Risk Identification in Bond, Corporate Debt Market, Bond Portfolio Management Strategies, and Mutual Fund Valuations. Debt markets are an important source of funds, especially in a developing economy like India. Like all other countries, the debt market in India is also considered a useful substitute to banking channels for finance. The intent of the course is to provide students with a basic understanding of the Debt market and how to value those securities. 

Course Objectives:

●        To compare and contrast the Fixed Income Securities Market environment in India

●        To demonstrate bond valuations and Risk Identification in Fixed Income Securities

●        To distinguish the Government securities and Corporate Debt Market in India.

      ●       To interpret the Bond Portfolio Management Strategies.

Course Description: This course aims at developing analytical skills which will help students to conduct comprehensive analysis of data to develop and streamline HR Policies and strategic decisions of organizations. The course also enables students to understand how HR professionals make data-driven decisions to attract, manage and retain employees, which improves ROI. This course helps students gain employability skills in the HR functional area to create a better work environment and maximize employee productivity.

Course Objectives

●         To examine the role and importance of HR analytics, and the ability to track, store, retrieve, analyze and interpret HR data to support decision-making

●         To create benchmarks/metrics to conduct research and statistical analyses related to Human Resource Management

●         To choose appropriate tools to analyze human resources information (e.g., staffing, skills, performance ratings and compensation information).

• To create HR Analytics reports

The purpose of writing project report is to communicate the findings of theprojectstudy undertaken on a particular topic by a student in a systematic way, in partial fulfilment of BBAprogram. It is a time-bound and independent study guided by a faculty member.

At the end of the course, students should be able:

1. To enable students to identify the thrust area of research.
2. To conduct the literature survey and problem identification and articulate theresearch gap
3. To develop research proposal and design for a study
4. To collect and analyze the data and summarize the findings
5. To develop a research report, Present conference papers and publish articles inrefereed journals