Bachelor of Business Administration (BBA) II Year

Paper-I
Business Communications
Concept of Communication : Attributes of Communications-Process of
Communication- feedback.
Objective of Communications : Objective of upward Communication-Limitation of
upward communication Information & Persuasion - Instruction & Order-Education &
Training Motivation- Raising Morale-Advice & Counselling - Warning - Appreciation.
Objectives of Downward Communication - Limitation of Downward Communication -
Request - Application-Appeal-Demand-Representation - Complaint Suggestion -
objectives of Horizontal Communication.
Method of Communication : Verbal - oral - written - Merit & demerit of oral & Written
communication. Non Verbal - Body Language, Graphics.
Media & Modes : Conventional modes - Mail Courier - Telegraph, Telex, Electronic
Comunication, Telephone, Cellular Phone, Fax, E-mail, Teleconferencing Internet, use
of computer for communication. Media of Mass Communication - Notice board -
Noardings - Newspapers & Magazines Film Television.
Channel of Communication : External-outward & Inward. Internal formal channels,
Vertical Horizontal, Consesus Informal channel-grapevine, Importance. Demerits of the
grapevine, Effective use of grafevine.
Barrier to Communication : Physical Barrier - Language ( Semontic) Barriers, Socio-
Psychological Barrier, Cross Cultural Barriers, How to overcome Barriers.
Listening : Listening Skills, Blocks to Effective Listening, Improving Listening Skills, Use
of Silence in Communication.
Group Communications : Problems of group communication, Types of Meeting,
Conference, Committees, Advantages & Disadvantages of a Meeting, Preparations for a
meeting, Conduct of a meeting, Chairmans functions, Participants Responsibilities.
Interviews : Purpose of Interviews, Types of Interviews, Promotion, Appraisal Exit,
Problem, Stress, Employment Interview, Technique of Interviewing, Candidates
Preparation, Interviewers Role & Preparation.
Public Relations : Objectives of Public Relations, Internal Public Relation, Suggestion
Schemes, Conselling & Advice, Publications, House Organis, Bulletins External Public
Relation, Image Building, Open house, Exhibition, Fairs, Shows, Conference &
Saminars, Visits use of mass media, Press Release & Press Handouts, Newsletters,
Other media, Crisis Management.
Punctuation
Punctuation marks, Capital Abbreviations
Essential of good communication
Cs of good communication, Language of Business writing, Taking the Readers Point of
view.
Writing Effectively : Planning, Beginning & Ending letter, Tactful use of Language,
Asking for Action, Handling Negatives, Talking about Errors, Active Voice & Possive
Voice, Techniques of Employers.
Layout of a Business Letter
Stationery, Parts of a Letter, Styles of Layout.
Job Applications : Covering Letter, Bio-data, Letters to Applicants.
Personnel Letters : Recommendations & Testimonial, Appointment, Confirmation,
Promotion, Waining Memo-goodwill & Appreciation.
Enquiries & Replies : Asking for information, Asking for help, Quotations, Barganing,
Getting back lost customers.
Orders & Replies : Orders - Acknowledging orders, changes in orders-After Sale
Letters.
Compaints & Claims : Principle of writing complaints - Occasions for writing complaints
writing complaint Letters.
Adjustment Letters : Drafting Adjustment Letters, Types of Adjustment Letters.
Sales Letters : Structure of a Sales Letter, Methods of Drafting, Follow up letters.
Credit Letters & Status Enquiries : Sources of Credit Information Status Enquiries &
Replies, Informing the customer, Credit in sales campaign.
Report Writing, Agenda & Minutes : Types of Report, Characteristics of good Report,
Types of Minutes Structure of a Report, Individual & Committee Reports, Specimen
Agenda.
Speeches & Presentations : Characteristic of good speech, Profit of Good Speaker,
Specimen Speeches, Making Preparation, Finding out about the Environment, Preparing
the text, Using visual Aids, Speakers, Appearance & Personality, Practising Delivery of
the Presentation, Speeches for Commemorative Occasions.
Paper-II
Organisation Behaviour
Nature andScope of Organisation : Introduction, Concept of Organisation, Features;
Types, Concept of Organisational Typology and its types; Significance of Organisation;
Organisational Goals-importance; goal formulation; Nature of Goals, Goal Changes,
Individual and Organisational Goals; Conflict between Individual and Organisational
Goals, Integration of Individual and Organisational Goals, Nature of Business
Organisation, Organisation Theory, Discussion Questions.
Introduction to Organisational Behaviour : Introduction, Concept and Meaning of
Organisational Behaviour, Organisational Behaviour, Organisational Theory,
Organisational Psychology and Human Resource Management, Characteristics of
Organisational Behaviour, Nature of Organisational Behaviour, Organisational Behaviour
and other fields of Study; Role of Organisational Behaviour; Foundation of
Organisational Behaviour Approaches to the Study of Organisational Behaviour. Process
of Behaviour; Model of Organisational Behaviour; Discussion Questions.
Personality : Introduction, The Meaning of Personality, Determinants of Personality,
Development of Personality, Stages in the Development of Personality Freudian Stages
or Psycho-Analytical Theory; Erikson Stages, Personality Traits, Major Traits Influencing
Organisational Behaviour-Authoritarianism, Bureaucratic, Personality Machiavellianism,
Introversion and Extroversion, Problem Solving Stryle, Achievement Orientation, Locus
of Control, Self Esteem, Self Monitoring, Risk Taking, Type A and Type B Personality,
Discussion Questions.
Attitudes and Values : Introduction, Definition, Nature of Attitudes, Components of
Attitudes, Attitude and Opinion, Attitude and Belief, Attitude and Values, Sources of
Attitudes, Types of Attitudes, Functions of Attitudes, Measurement of Attitude, Theories
of Attitude Formation, Changing Attitudes, Barriers to Changing Attitudes, Ways of
Overcoming the Barriers, Types of Change, Attitudes and Organisational Behaviour,
Values-Meaning and Definition of Values, Importance of Values, Types of Values,
Sources of Values, Discussion Questions.
Motivation : Introduction, Definition, Nature of Motivation, Importance, Techniques to
increase Motivation, Motivation and Behaviour, Theories of Motivation-Maslow's need
hierarchy Theory,Scope of Organisation : Introduction, Concept of Organisation, Features;
Types, Concept of Organisational Typology and its types; Significance of Organisation;
Organisational Goals-importance; goal formulation; Nature of Goals, Goal Changes,
Individual and Organisational Goals; Conflict between Individual and Organisational
Goals, Integration of Individual and Organisational Goals, Nature of Business
Organisation, Organisation Theory, Discussion Questions.
Introduction to Organisational Behaviour : Introduction, Concept and Meaning of
Organisational Behaviour, Organisational Behaviour, Organisational Theory,
Organisational Psychology and Human Resource Management, Characteristics of
Organisational Behaviour, Nature of Organisational Behaviour, Organisational Behaviour
and other fields of Study; Role of Organisational Behaviour; Foundation of
Organisational Behaviour Approaches to the Study of Organisational Behaviour. Process
of Behaviour; Model of Organisational Behaviour; Discussion Questions.
Personality : Introduction, The Meaning of Personality, Determinants of Personality,
Development of Personality, Stages in the Development of Personality Freudian Stages
or Psycho-Analytical Theory; Erikson Stages, Personality Traits, Major Traits Influencing
Organisational Behaviour-Authoritarianism, Bureaucratic, Personality Machiavellianism,
Introversion and Extroversion, Problem Solving Stryle, Achievement Orientation, Locus
of Control, Self Esteem, Self Monitoring, Risk Taking, Type A and Type B Personality,
Discussion Questions.
Attitudes and Values : Introduction, Definition, Nature of Attitudes, Components of
Attitudes, Attitude and Opinion, Attitude and Belief, Attitude and Values, Sources of
Attitudes, Types of Attitudes, Functions of Attitudes, Measurement of Attitude, Theories
of Attitude Formation, Changing Attitudes, Barriers to Changing Attitudes, Ways of
Overcoming the Barriers, Types of Change, Attitudes and Organisational Behaviour,
Values-Meaning and Definition of Values, Importance of Values, Types of Values,
Sources of Values, Discussion Questions.
Motivation : Introduction, Definition, Nature of Motivation, Importance, Techniques to
increase Motivation, Motivation and Behaviour, Theories of Motivation-Maslow's need
hierarchy Theory,Alderter's ERC Theories, Herzbergs Motivation-Hygiene Theory,
McGregors Theory X and Theory Y, Theory Z, Vroom's Expectancy Theory, Porter and
Lawler Model of Motivation, Equity theory of Motivation, Integrating motivation Theories,
Discussion Questions.
Group Decision Making : Introduction, Meaning, Nature, Decision Making in Groups,
Why Group Decisions are More Qualitative Than Individual Decisions? Decision Making
Process, Steps in Decision Making, Decision Making Styles, When to use a group,
Advantages and Disadvantages of Group Decision Making, Techniques of Group
Decision Making, Group Size and Decision Making, The risky Shift, Influence Processes
in Groups, Consensus Decision Making in Groups, Descussion Questions.
Communication : Introduction, Meaning and Definition, Characteristics or Nature of
Communication, Elements of Communication, The Process of Communication, Need or
Purpose of Communication, Importance of Communication, Methods (Channels) or
Types of Communication, Formal and Informal Communication, Downward
Communication, Upward Communication, Horizontal or Lateral Communication,
Diagonal Communication, Written and Oral Communication, Gestural or Non-Verbal
Communication, Selecting Suitable Media of Communication, Barriers to Communication
and Making Communication Effective, Overcoming Barriers to Communication, Essential
Characteristics or Principles of an Effective Communication system, Current Issues in
Communication, Discussion Questions.
Leadership : Introduction, Definitions, Nature and Characteristics, Leadership Styles or
Types of Leaders, Formal and Informal Leaders, The Managerial Grid, Leadership
Functions, Importance of Leadership, Successful Leadership Vs. Effective Leadership,
Theories of Leadership-Trait Approach, Behavioural Approach, Michigan Studies, Ohio
State University Leadership Studies, Situational Theories of Leadership-Fiedler's
Contingency Model, Hersey-Blanchards Situational Model, House's Path Goal Theory,
Vroom-Vetten and Jago's Contingency Model, Emerging Leadership Theories-
Leader,Member Exchange Theory, Charismatic Leadership Theory, Transformational
Leadership, Transactional Leadership, Conclusion, Discussion Questions.
Power and Politics : Introduction, Meaning and Definition of Power, Distinction
Between Power, Authority and Influence, Sources of Power, Faces of Power, Acquistion
of Power, Tactics to Gain Power, Power Relationship, Characteristics of the Agent,
characteristics of the Target, Politics, Characteristics of Organisational Politics, Causes
of Political Behaviour, Negative Aspects of Politics, Techniques of Organisational
Politics-Some Devious Political Tactics, Functions of Organisational Politics, Managing
Political Behaviour, Ethics of Power and Politics, Discussion Questions.
Organisational Change : Introduction, Meaning, Forces for Change, Types of Change,
Meaning of Planned Change, Types of Change, Managing Planned Change, Change
Process, Change Agents, Action Research, Human Reactions to Change, Causes of
Resistance to Change, Overcoming Resistance to Change, Discussion Questions.
Organisational Development : Introduction, Meaning and Definition of OD,
Characteristics of OD, Need for Organisational Development, Benefits, Limitations,
Assumptions, Values of OD, Steps in the OD Process, Techniques of Organisational
Development, Sensitive Training, Grid Training and Development, Process Consultation,
Team Development, Survey Feedback, Third Party Peace Making, Role Playing,
Structural Techniques, Discussion Questions.
Organisational Culture : Introduction, Meaning and Definition, Characteristics,
Uniformity of Culture Dominant Culture and Sub Cultures, Strong Culture and Weak
Cultures, Mechanistic and Organic Cultures, Authoritarian and Participative Cultures,
National Culture Vs. Organisational Culture, Culture's Functions, Dysfunctions of
Cultures, How Organisational Culture Start? How to Keep Culture Alive? How is Culture
Learned by Employees? Changing Organisational Culture, Discussion Questions.
Organisational Effectiveness : Introduction, Meaning, Effectiveness and Efficiency,
Approaches to Effectiveness - Goal Attainment Approach, System Resource Approach,
Strategic Constituency Approach, Maximisation or Optimisation Approach, Behavioral
Approach, Factors Affecting Organisational Effectiveness, Organisational Adaptation
and Innovations, Relationship Between Casual Intervening and Output Variables,
Effectiveness Through Adaptive Coping Style, Discussion Questions.
Control : Definitions, Characteristics, Controlling and the Human Element, Prerequisites
of Control System, Steps in Controlling Process, Requirements of a Control System,
Importance of Control, Limitations of Control, Control Techniques Budgeting, Budgetory
Control, Production Planning and Control, Inventory Control, Break Even Analysis, P and
D Control, Statistical Data Analysis, Modern Control Techniques, Discussion Questions.
Paper-III
Personnel Management
Personnel Management:Work Organisation, People who Manage, People at Work,
Management of Men is a Challenging job, Importance of Human Resource
Management, Definition of Personnel Management, Concept of Personnel Management,
Terminology, The Name of the Game, Characteristics and Qualities of a Personnel
Manager, The Role of Personnel Man, Objectives of Personnel Management, Executive
Leadership, Pre-requisities for the Achievements of the Objective, Impact of
Environment on Organisational Objectives, Tools, Techniques and Methods Needed to
Achieve Objectives, Process-Systems Approach to Personnel Management,
References.
Functions of Personnel Management : Introduction, Classification of Functions,
Managerial Functions, Operative Functions, Classfication of Personnel Functions,
National Institute of Personnel Management's Classification, Functions of Employee
Welfare and Personnel Administration, Functional Areas of Personnel Management,
Changing Scope of Personnel Administration, Emerging Role of Personnel
Management, Role of Personnel Managers of Tomorrow, Conclusion, Reference.
Personnel Policies, Procedures and Programmes : Personnel Policies, Aims and
Objectives of Personnel Policies, Need for Personnel Policy, Principles of Personnel
Policies, Essential Characteristics/Tests of a Sound Personnel Policy, Origin and
Sources of Personnel Policies, Types of Personnel Policies, Coverage of Policies,
Responsibilities for Policy Making, Policy Administration, Mechanism of Policy
Formulation, Personnel Policies Should be in Writing, Procedures and Programme,
References.
Organisational Structure : Meaning, Organisation Process, Functions of an
Organisation, Concepts or Organisation Structure, Merits of Formal Organisation
Structure, Draw backs, Hierarchy of Formal Organisation Structure, Draw backs,
Hierarchy of Formal Organisation, Organisation Chart, Organisational Authority
Structure, Line Organisation, Scope of a Line Organisation, Line Managers Personnel
Management Responsibilities, Staff Organisation, Personnel Staff's Personnel
Management REsponsibilities, Functional Organisaation, Line and Staff Organisation,
Line Versus Staff Organisation Authority, Line and Staff Personnel Management
Responsibility, Tall and Flat Organisation Structure, Informal Organisation,
Organisational Structure of the Personnel Department, Responsibility of Personnel
Specialist, Organisation of the Personnel Division of the Tata Enterprise (TISCO),
Reference.
Human Resource Planning : Importance of Human Resource, Manpower Planning
Defined, Need for Human Resource Planning, Benefits of Human Resource Planning,
Process of Human Resource Planning, Responsibility for Human Resources Planning,
POints to Consider, Manpower Plan component, Short range Analysis, Long-range
Analysis, Job Analysis , Purpose and Uses of Job Analysis, Contents of Job Analysis,
The steps in Job Analysis, Techniques of Job Analysis Data, Description of duties,
Factors, Position or Job Description (JD), Uses of Job Description, Developing Job
Descriptions or Guidelines for Writing a Job Description, Limitations of Job Description,
Job Specifications, Performance Standard (Management By Objectives and Results),
Work Rules, Examples of Work Rules, Reference.
Recruitment and Selection Process : Recruitment, Factors Affecting Recruitment
Theories Regarding Recruitment, Contraints Limit the Freedom of Manager to Recruit,
Steps on Recruitment Process, Recruitment Policy, Prerequisites of a Good Recruitment
Policy, Recruitment Organisation, Forecast of Manpower Requirements, Sources of
Recruitment, Internal Sources, External Sources, Methods or Techniques of
Recruitment, Direct Methods, Indirect Methods, Third Party Methods, Recruitment
Practices in India, The Problem of the Sons of the Soil, Recruitment Practices in India
and Elsewhere, Assessment of the Recruitment Programme, Selection, Selection
Procedure, Selection Policy, Essential of Selection Procedure, Steps in Selection
Procedure, Reception, Initial or Preliminary Interview or Screening, Application Blank or
Application Form, Weighted Application Blank, Bio-data, Biographical Inventories,
Physical Examination, Reference Checks, Reference.
Employee Training : Introduction, Tree Terms Training, Development and Education,
Distinction between Training and Development, Need for Basic purpose of Training,
Importance of Training, Responsibility for Training, Creation of a Desire for Training,
Principles or Concepts of Training, Learning and Learning Theories, Principles of
Learning, The Learning Curve, Steps in Training Programmes, Training Policy, Training
Courses, Support Material for Training, Training Period, Training for Different
Employees, Training Methods/Techniques, On-the-Job Training (OJT), Job Instruction
Training, (JIT), Vestibule Training (Or Training-centre Training), Training By Experienced
Workmen, Training By Superviosors, Demonstrations and Examples (or Learning By
Seeing), Simulation, Apprenticeship, Class Room or Off-The-Job-Methods, Class-Room
or Off-The-Job Methods, Relative Effectiveness of Different Training Methods,
Implementation of Training, Training, Evaluation, Principles of Evaluation, Why Training
Fails?, Improving Effectiveness of Training, References.
Executive Development : Managerial Functions, Knowledge and Skills of Managers,
Characteristics of Managers, Views of the Managing Director of Indian Oil Corporation
Ltd, Personnel Manager's views, Views of the Director of the Management Development
Institute, Views of the Chief Executive of Suessen Textile Beamings Ltd., Purpose and
Objective of Management Development, Need for Executive Development in the Indian
Context, Importance of Management Development, Management Development
Concepts, Executive Development Process, Components or Ingredients of Management
Development Programme, Short-term Measurement of Results, Long-Term
Measurement of Results, Organisational Climate For Management Development,
FactorsInhibiting Management Development, Basic Requisites for the Success of
Management Development Programmes, Pedagogical Approaches to and Techniques
of Management Development, On the Job Techniques, Understudy Assignment or
Attachment Method, Syndicate, Off-The-Job Techniques, The Pattern or Outline of a
Typical Sensitivity Training Programme, Administering a Management Development
Programme, Courses For Management Development, Administration of Management
Development Programmes, Programme Organising Agencies in India, Critique of
Training/Management Development Programmes in India, Organisational Development
(O.D.), What is O.D.?, Characteristics of O.D., Goals of Organisation Development,
Objectives and Values of Organisational Development, Process of O.D. Programme,
Conclusion, References.
Human Relations : Importance of Human Resources, Defining Human Relations,
Human relations : An Inter-disciplinary Approach, Objectives of Human Relations, Brief
History of Human Relations Movement, Factors Responsible for Growth of Human
Relations, The Position in India, An Assessment of Human Relations Movement, Scope
of Human relations, Basic Themes in Human Relations, Fundamental Concepts of
Human Relations, Philosophy of Human Relations, Human Relations Assumptions,
Improvement in Human Relations, References.
Motivation : Introduction, Meaning of Motivation, Motivated Behaviour, Objective of
Motivation, Classification of Motives, Types of Motivation, Self-Motivation or Attitude
Motivation, Group Motivation, Steps in Motivation, Supervisor's Role and Motivation
Model, Management Techniques Designed to Increase Motivation, Executive Motivation,
Guidelines for Motivating Employees and the Managers, Concluding Observations,
References.
Motivation Theories and Models : Historical Development, Traditional Theories of
Work Motivation, McGregor's Theory X, McGregor's Theory Y, Fear and Punishment
Theory, Reward ("Soft" or "Weak") Theory, Carrot and Stick Approach Theory, Modern,
Theories of Work Motivation, Two Factor of Hygiene Maintenance Theory of Herzberg,
Mc Celands Achievement Theory of Motivation, Vroom's Expectancy/Valence Theory,
The Porter and Lalwer Model, Adam's Equity Theory of Work Motivation, Gillerman onMotivation, Skinners Theory of Operant Conditioning, Path-Goal Hypothesis, Pareeks
Integrated Theory of Three level Work Motivation, Likert's Approach to Motivation,
Conclusion, References.
Leadership : Definition and Characteristics of Leadership, Classification of Leadership,
Positive and Negative Leaders, Functions and Reponsibilities of a Leader, Qualities of a
Leader, Leadership Styles, Degrees of Leadership, Blakes and Moutons Managerial
Grid, Rensis Likert's Four Systems of Management, Reddins Three Dimensional
Leadership, Effective Styles, Ineffective choice of leadership, Adaptive Leader,
Management Styles in India, Leadership Theories, Leadership Behaviour Continuum
Theory, Resis Likert's Job Centred Employee Centred Theory, Two Dimension Theory,
Fiedlers Contingency Theory of Leadership, Path-Goal Leadership Theory, References.
Employee Safety and Industrial Health : Employee Safety, Industrial Accident and
Industrial Injury, Nature of Accidents, Causes of Accidents, Accident Proneness,
Accident Costs, Accident Measurement, Accident Reports and Records, Safety Whose
Responsibility, Safety Programme, Basis of Safety Programme and Policy, Accident
Prevention, I.L.O's Model Code of Safety Regulations, Statutory Provisions for Safety in
India, Safety Officer, Industrial Health, Importance of Industrial Health, Occupational
Hazards and Risks, Occupational Diseases, Protection Against Health Hazards,
Statutory Provisions Under the Factories Act, 1948, Industrial Hygiene Department,
Industrial Health Programme, Industrial Medical Officer, References.
Industrial Disputes : Introduction, Forms of Disputes, Types of Disputes, Causes of
Induatrial Disputes, Settlement of Disputes, Government and Industrial Relation, Organs
of Industrial Peace, Appendix I, References.
Industrial Relations : Introduction, Definition of Industrial Relations, Content of
Industrial Relations, Objectives of Industrial Relations, Participants/Variables in Industrial
Relations, Aspects of Industrial Relations, Industrial Relations, Strategy, Industrial
Relations Programme, Scope of Industrial Relations Work, Functional Requirements of a
Successful Industrial Relations Programme, References.
Trade Unions : Definition and Characteristics, Principles of Trade Unionism, Why do
Workers Join a Trade Union?, Objectives and Functions of a Trade Union, How Trade
Union Objectives are Achieved, Growth of Trade Union Movement, Federations of Trade
Unions, Factors Affecting Growth of Trade Unions, Features and Weakness of Trade
Unionism, Recommendations of the National Commission on Labour, Essential of a
Successful Trade Union, What a Trade Union Should do?, References.
Paper-IV
Business Statistics
Introduction : Statistics as a subject, Descriptive Statics Compaud to interntial
Statistics, Types of data;
Analysis of univariate Data : Constructions of a frequency distribution, Concept of
Central tendency & dispersion & their measures, Partition values, moments, Skewness
& measures, Kurtosis & Measures.
Analysisof Bivariate Data : Linear regression & Correlation.
Index Number : Meaning, types & uses, method of constructing price & quantity indices
(simple & aggreate) test of edequency, chain base index numbers, base shifting, splicing
& deflating, Problem is construting index Number consumer price index.
Analysis of Time Series : Causes of variations in time series data, component of a time
series, Decomposition, Additive & Multiplicative models, Determination of trend moving
Averages Method and Method of least squares (including linear, second degree
parabolic & exponentialtend), computation of sesional indices by simple average, ratio to
trend, ratio of moving average & link relative methods.
Forecasting Method : Forecasting concept, types & importance, General Approach to
fore casting, Methods of forecasting, Forcasting demand, Industry vs Company, Sales
forecasts, Factor affecting company sales.
Theory of Probability : Probability as a concept, the three approahces to defining
probability, Addition & Multiplication laws of probability, conditional probability, Bayes
theorem, Expectation & Variances of a random variable.
Probability Distributions : Probability distribution as a concept Binomial, Poisson &
Normal distributions their properties & parameters.
Paper-V
Managerial Economics
The Nature and Scope of Managerial Economics : Introduction, What is Managerial
Economics?, Why Do Managers Need to Know Economics?, How Does Economics
Contribute to Managerial Functions?, Business Decisions and Economic Analysis, The
Scope of Managerial Economics, Microeconomics Applied to Operational Issues,
Macroeconomics Applied to Business Environment, Some Other Topics in managerial
Economics, Mathmatical Tools, The Gap Between Theory and Pratice and the Role of
Managerial Economics, The Gap Between Theory and Practice.
Analysis of Individual Demand : Introduction, Meaning of Demand, The Basis of
Consumer Demand : The Utility, The Meaning of Utility, Total Utility, The law of
Diminishing Marginal Utility, Why Does the MU Decrease?, Cardinal and Ordinal
Concepts of Utility, Cardinal Utility, Ordinal Utility, The Two Approaches to Consumer
Demand Analysis, Analysis of Consumer Behaviour : Cardinal Utility Approach,
Consumer's Equilibruim, Derivation of Individual Demand for a Commodity, The Law of
Demand, Shift in Demand Curve, Analysis of Consumer Behaviour : Ordinal Utility
Theory, The Meaning and Nature of Indifference Curve, The Marginal Rate of
Substitution (MRS), Properties of Indifference Curve, Budgetary Constraint and the
Budget Line, Consumer's Equilibrium, Effects of Change in Income on Consumer
Demand, Effects of Change in Prices on Consumption, Income and Substitution Effects
of Price Change, Derivation of Individual Demand Curve, Comparison of Cardinal and
Ordinal Utility Approaches, The Revealed Preference Theory.
Analysis of Market Demand and Demand Elasticities : Introduction, Analysis of Market
Demand, Meaning of Market Demand, Types of Demand, Determinants of Market
Demand, Demand Function, Linear Demand Function, Nonlinear Demand Function,
Multi-variate or Dynamic Demand Function, Elasticities of Demand, Importance of the
Elasticity Concept, Price Elasticity of Demand, Measuring Price Elasticity from Demand
Function, Price Elasticity and Total Revenue, Determinants of price Elasticity of
Demand, Cross-Elasticity of Demand, Income-Elasticity of Demand, Advertisement or
Promotional Elasticity of Sales, Some Estimates of Demand Elasticities.
Theory of Production : Introduction, Some Basic Concepts, Meaning of Production,
Production Function, The Laws of Production, Short Run Laws of Production, Long-Term
Laws of Production, Production with Two Variable Inputs, The Laws of Returns to Scale,
The Laws of Returns to Scale Through Production Function, Degree of Production
Function and Returns to Scale, CES Production Function, Optimal Input Combination,
The Budgetary Constraint and Budget Line, The Least-Cost Criteria, Effect of Change in
Input Price.
Market Structure, Pricing Theory and Practices :
Market Structure and Pricing Decisions : Introduction, Market Structure and Degree
of Competition, Market Structure and Pricing Decisions, Pricing Under Perfect
Competition, Characteristics of Perfect Competition, Price Determination Under Perfect
Competition, Pricing Under Pure Monopoly, Causes and Kinds of Monopolies, Pricing
and Output Decision : Short-Run, Monopoly Pricing and Output Decision in the Long-
Rum, Price Discrimination Under Monopoly, Necessary Conditions for Price
Discrimination, Measures of Monopolistic Power, The Measures of Monopoly Power,
Pricing and Output Decisions Under Monopolistic Competition, Monopolistic Vs. Perfect
Competition, Price and Output Decisions in the Short-Run, Price and Output
Determination in the Long-Run, Non-Price Competition : Selling Cost and Equilibrium,
Critical Appraisal of Chamberlin's Theory, Pricing & Output decision under Monopoly,
Definition Sources & Characteristic, The olipoly Modules : On Overview Cannots Model
of Oligopoly.
National Income, Economic Growth and Business Cycles :
National Income : Concept and Measurement : Basic Concepts, Definition of National
Income, Measures of National Income, Gross National Product (GNP), Gross Domestic
Product (GDP), Net National Product (NNP), National Income : Some Accounting
Relationships, Methods of Measuring National Income, Net Output or Value Added
Method, Factor-Income Method, Expenditure Method, Choice of Methods, Measurement
of National Income in India, Methodology, Growth and Composition of India's National
Income.
Theory of National Income Determination : Introduction, ANalytical Framework,
Keynesian Theory of National Income Determination, Two-Sector Model, National
Income Determination Graphical Presentation, Consumption Function, Marginal and
Average Propensities to Consume, Saving Function, Equilibrium of National Income :
Two-Sector Model, Change in Aggregate Demand and the Multiplier, The Dynamics of
Investment Multiplier, The Static Multiplier, The Uses and Limitations of Multiplier, Three-
Sector Model of Income Determination, The Three-Sector Model, The Government
Budget and the Multiplier, Four-Sector Model of Income Determination : A Model with
Foreign Sector.
Modern Theories of Economic Growth : Introduction, Meaning of Economic Growth,
Determinants of Economic Growth, Human Resources and its Quality, Natural
Resources, Capital Formation, Technology, Social and Political Factors : The Fifth
Factor, Theories of Economic Growth, Harrod-Domar Theory of Growth, Assumptions of
the Harrod-Domar Model, The Harrod-Domar Growth Model, The Neo-Classical Growth
Theory.
Trade Policy : Free Trade Vs. Protection : Introduction, Free Trade Policy, The Case for
Free Trade, The Case Against Free Trade, Trade Protection Policy, Arguments for
Tariffs Protection.
The Rate of Foreign Exchange : Introduction, Foreign Exchange Market and its
Functions, The Foreign Exchange Market, Functions of the Foreign Exchange Market,
The Spot and Forward Markets, Nature of Transactions in Foreign Exchange Market,
Determination of Exchange Rate in A Free Market, Causes of Change in Exchange
Rate, Critical Evaluation, Purchasing Power Parity Theory of Exchange Rate, The Fixed
Exchange Rate, Fixed vs Flexible Exchange Rate, The Arguments for Fixed Exchange
Rate, The Arguments for Flexible Exchange Rate, Debate Inconclusive.
International Monetary System : Introduction, The Evolution of International Monetary
System, The Gold Standard, The International Monetary Fund (IMF), The IMF and The
World Monetary System, Collapse of the IMF System and Reforms, Creation of Special
Drawing Rights (SDRs), Further Reforms, The Present IMF Systems, International
Payment Mechanisms.
Some Economic Legislations : Introduction, Monopoly and Restrictive Trade Practices
Act, The Background, The Monopoly Inquiry Commission (1965), Monopolies and
Restrictive Trade Practices Act (1969), Amendments in MRTP Act, Industrial Relations
and Industrial Dispute Act, Industrial Relations and Industrial Dispute Act, Industrial
Relations in India, Causes of Industrial Disputes, Labour Unions : Growth and Role,
Settlement of Industrial Disputes, The Industrial Dispute Act, Foreign Exchange
Regulation Act (FERA).
Paper-VI
Marketing Management
Introductory: General, Market, Marketing, The components of marketing, Distincion
between market and marketing, Benerits and costs of marketing, The marketing
concept, Evolution of marketing concept, The best marketing concept, Features of
integrated marketing concept, Benefits of marketing concept, Benefits to the individual
firms, Benefits to the society, The essence of modern marketing, New waves of thought
in marketing, Marketing management, Function of marketing management, Chapter
highlights.
Economic Development and Marketing Management: Background, What is economic
evelopment? How to get into the process of economic development? Agriculture and
economicdevelopment, Industrialisation and economic development, Trade or aid and
economic development, What marketing and marketing management can do in
uprooting the dangers of under development? Chapter highlights.
The Mrketing Environment: General What is environment?, Social forces, Economic
forces, Ethical forces, Political forces, Physical forces, Technological forces, Its
components, marketing mix, What it means? That elements of marketing mix product
mix Product variables, Place mix Places variables, Price Mix, price variable, Promotion
mix, Promotion variables, Assembly and administration of marketing mix, Whether only
FOUR P's do?, How marketing mix concept helps the business firms?, Chapter
highlights.
Marketing Strategic Planning Process: General, What is strategic planning and plan?,
How strategic planning differs from day-to-day planning?, Difference between strategic
marketing and marketing management, The three levels of marketing planning, The
strategic marketing planning process, Situation analysis, Development of mission
statement and objectives, Determining the business composition, The core business
Forming strategic business units, Guidelines for formulating strategic business units,
Strategic analysis of business units, Select business unit objectives and strategy, Nature
of marketing strategies, Essentials of marketing strategies, Prepare business unit
strategic plan, Chapter highlights.
The Marketing Information System-Part I: General- What is marketing information?,
Need for marketing information, The marketing information system, Elements of good
marketing information system, The components of marketing information system,
marketing research, Meaning, Features, The objectives of marketing research, Scope ofmarketing research, Role and limitations of marketing research, Manufacturers and
marketing research, Distributors and marketing research, Advertising agencies and
marketing research, Government and the marketing research,m Marketing research in
India, Chapter highlights.
Marketing Information System- PartII: Genral- Marketing research procedure, Defining
the research problem, Considering the possible solutions, Developing a research design,
Collection of Marketing data, Data analysis and interpretation, Preparing and presenting
the research report, Follow-up of recommendations, Methods and techniques of
Marketing research, External research, Criteria of selecting the outside agency,
Motivation research, Techniques of motivation research, Projective techniques, Depth
interviews, Strengths and weaknesses of motivation research, Chapter highlights.
Product Planning and Development-Part-I: Genral- Product planning, Meaning, Points
to ponder, Objectives of pfoduct planning, Components of product planning, Product and
other related concepts, product, Product Characteristics, Product classification,
Traditional, Modern, Industrial goods, Product port-folio, Product line, Product
positioning, Product life-cycle,m Stages of Product life-cycle, Introduction, Growth,
Maturity, Decline, Prospects and problems of Product life-cycle, Chapter highlights.
Procuct Planning and Development Part-II: Genral- What is a new Product Why new
Product? Productinnovation, How to manage innovation successfully?, Steps in new
product development, Idea generation, Screening new product ideas, Avoid mistakes inscreening, Business analysis, Product development, TEst marketing, Alternatives to test
marketing, Commercialisation, Consumer adoption process, Stages in adopion process-
Adoptor categories, Chapter highlights.
Product Pricing: Genral- What is price?, What is pricing?, Role of pricing in marketing
strategy, Factor influencing the product pricing decisions, Appropriate approach to
pricing, Methods of price determination, Cost based, Mertis and demerits of cost based
methods, Competition based, Demand based, Pricing policies and strategies, Price
variation policies, Geographic price policies, Price differential price policies, Leader price
policy, Psychological price policy, New product pricing policies, Resale price
maintenance, Chapter highlights.
Product Promotion- Part I: Genral Personal selling, Merits and limitations, Relevance
of personal selling, Methods of personal selling, process of personal selling, Essentials
of successful selling, Sales management, Sales manager, Types, Essential qualities,
Functions, management of sales force, Sales and selling objectives, Recruitment and
selection, Selection process, Training, Placement, Orientation, Compensation,
Requisites of a sound compensation plan, Compensation level, Methods of
compensation, Motivation, Control Chapter highlights.
Product Promotion- PartII: General- Advertising, Role and limitations, Advertisiability,
Indian advertising industry, Low Indian profile and its causes, Management of
advertising, Determining advertising appropriation, advertising organisation,
Departments, Functions of advertising department and manager, advertising agency,
Media planning and selection, Choice of media and vehicles, Developing a media mix,
Media scheduling, advertising message, Product positioning, The unique sellingscreening, Business analysis, Product development, TEst marketing, Alternatives to test
marketing, Commercialisation, Consumer adoption process, Stages in adopion process-
Adoptor categories, Chapter highlights.
Product Pricing: Genral- What is price?, What is pricing?, Role of pricing in marketing
strategy, Factor influencing the product pricing decisions, Appropriate approach to
pricing, Methods of price determination, Cost based, Mertis and demerits of cost based
methods, Competition based, Demand based, Pricing policies and strategies, Price
variation policies, Geographic price policies, Price differential price policies, Leader price
policy, Psychological price policy, New product pricing policies, Resale price
maintenance, Chapter highlights.
Product Promotion- Part I: Genral Personal selling, Merits and limitations, Relevance
of personal selling, Methods of personal selling, process of personal selling, Essentials
of successful selling, Sales management, Sales manager, Types, Essential qualities,
Functions, management of sales force, Sales and selling objectives, Recruitment and
selection, Selection process, Training, Placement, Orientation, Compensation,
Requisites of a sound compensation plan, Compensation level, Methods of
compensation, Motivation, Control Chapter highlights.
Product Promotion- PartII: General- Advertising, Role and limitations, Advertisiability,
Indian advertising industry, Low Indian profile and its causes, Management of
advertising, Determining advertising appropriation, advertising organisation,
Departments, Functions of advertising department and manager, advertising agency,
Media planning and selection, Choice of media and vehicles, Developing a media mix,
Media scheduling, advertising message, Product positioning, The unique sellingproposition, The advertising copy, The advertising layout, advertising evaluation,
advertising co-ordination, Chapter highlights.
Channels of Distribution: General- What is a channel of distribution?, The role of
marketing channels, Classification of channels, Types of intermediaries, Merchant
middlemen, Agen middlemen, The factors governing the choice of channels of
distribution, The factors governing the choice of an intermediary, The channel policies
and strategies, Other dimensions of channel management, Chapter highlights.
Towards more effectige physical distribution- Chapter highlights.
Marketing of Manufactured Consumer Goods: General- Features of manufactured
goods, Characteristics of market of manufactured consumer goods, Classification of
manufactured consumer goods, Channels of distribution, Selection of channels of
distribution, Channels of distribution of manufactured consumer goods, Chapter
highlights.
Challenges Before Modern Marketing Managers of India: General- Challenges
before managers in general, Change in technology, Change in sociological forces,
Change in environmental forces, Globalisation of management, Change in government
and business relations, Change the extent and nature of complexity of business
decision, Obsolescence of present managerial experience, Social responsibilities and
ethical values, De-stabilisation of existing players, Predominance of MNC's, The threat
of consummative competition, The task of matching to the needs of buyer's market,
Compulsionof going global, How to manage the Challenges of Change?, Understand
the Change, Gear up to cope up with Change, Due role of leadership and people,
Cultural background the key to master the chage, The imperatives of the future
management, Managerial skill needed for management of future, Chapter highlights.\u0002
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English Foundation
Foreword
1. O Captain! My Captain!
Walt Whitman
2. What is Science?
George Orwell
3. The Dilemma of The Scientist
J. Bronowski
4. The Origin of Science
Will Durant
5. The Lunchcon
Somerset Maugham
6. The Last Leaf
O. Henry
7. Major Ancient Indian Scientists
--Adapted
8. Ramanujan
C.P. Snow
9. J.C. Bose
Aldous Huxley
10. Human Rights
11. The Axe
R.K. Narayan
12. Water
Dr. C.V. Raman
13. Stopping by Woods On a Snowy Evening
Robert Frost