PU 4 YEARS BBA VIII Semester Syllabus

STRATEGIC MANAGEMENT
Credit Hour: 3 credits Course Objectives The aims to prepare four year BBA graduates by enriching in them sound understanding of the process and purpose of strategy formulation and implementation at corporate, business and functional level in any organization.

Course Contents

Unit 1: Introduction

L.H.6

Meaning and Importance of strategic management, Stages of strategic Management, Evolution of strategic Planning, Strategic Thrusts -Mission, Vision, Goals, strategies and tactics; general Overview of corporate, business and functional strategies Unit 2: Strategic Analysis L.H.10

Meaning and importance of strategic analysis; Environmental Analysis Process -Internal (Performance Analysis, Analysis of strategic Options) and External (Customers Analysis, Competitors Analysis, Market Analysis, and Environmental Analysis) Unit 3: Strategic Alternatives L.H.10

Concept of strategic alternative; tools to be used to deduct strategic alternatives (SWOT Analysis, PEST Analysis and Five Force analysis), selection of strategic alternative; Issues governing the selection of strategic alternative Unit 4: Development of strategies L.H.10

Meaning, Process, Challenges and Governing issues in developing strategies at Operations level, Business level, corporate level and International level. Unit 5: Strategic Implementation and Control L.H.12

Meaning and importance of strategic implementation; Resource allocation , Management of Conflicts, Matching organizational structure with strategy; Restructuring , Re-engineering, E- engineering; Creating Learning Organization, Management of change and resistance to change, Controlling for improved functional operation; Issues governing strategic Implementation and Control

Suggested Readings: 1. David, F.R (2003), Strategic Management: Concept and Cases,(9th ed. Indian Reprint), Person Education; New Delhi. 2. Pearce II. J.A. & Robinson Jr., R.B. (2004), Strategic Management: Strategy formulation and Inplementation., AITBS Publishers & Distributors: New Delhi.Tata McGraw Hill Company Ltd., New Delhi.

3. 4.

Miller, A. (1998), Strategic Management (3RD Intl Ed.), Irwin /Mc Graw Hill: New York. Aswathappa, k. (2001), Business Environment for Strategic Mangment. (1st Ed. 4th Indian Reprint), Himalayan Publishing House: New Delhi.

PU 4 YEARS BBA VIII Semester Syllabus

E-COMMERCE
Credit Hour: 3 credits Area of Study: Core Course Objective: This course helps students understand how business organizations are using electronic commerce to run and enhance their business and trading activities. After studying the course students are expected to be familiar with the various business models, electronic payment models and online advertisement. Contents: Unit I: Electronic Commerce Basics 4hrs

Meaning of Ecommerce, Emergence of Internet and commercial use of Internet, Advantage and disadvantages of Ecommerce Unit II: Business Model of Ecommerce 5hrs

E-business model based on relationship of transaction, Parties: Business-to-Business, Business-to Consumer, Consumer-to-Consumer, Business-to-Government Unit III: E-marketing 4hrs

Traditional Marketing, Online Marketing, E-advertisement, Browsing Behavior, Model of an Online Video Store Unit IV: Mobile and Wireless Application Growth of Mobile Commerce, Wireless system, Technologies for mobile commerce Unit V: Network infrastructure for ecommerce 7hrs 4hrs

Network and internets. Network Routers, The internet protocol suites, The internet naming conventions, URLs, TCP, FTP, ISP, Telnet, Search engine, Introduction to broadband technologies Unit VI: Network Security 6hrs

Network and Web site security risks. Emerging Security Threats. The Firewall Concept. Firewall Components. Encrypted Documents and Email Unit VII: Consumer oriented e-commerce 8hrs

Consumer oriented applications, Mercantile process and models, Merchantile models from the viewpoint of producer and consumer perspective, Consumer relationship Management and Solutions (ECRM- Solution). Converting clicks to customers, The customer retention goal Unit VIII: Electronic payment system 6hrs

Types of electronic payment systems, Digital token based E-payment systems. Smart Cards & EPayment systems, Credit card based payment systems. Risk factor in electronic payment system Unit IX: E-Strategy 4hrs

Information and Strategy, The virtual value chain, value activities, assessment of information intensity and EDI systems

Textbook: Kalkota, Ravi: Whinston, Andrew B., Frontier of Electronic Commerce, Pearson Education References

1. 2.

Joseph P.T., Ecommerce: A Managerial Perspective, Prentice Hall of India Turban, Lee, Warkintin & Chung, Electronic Commerce: A Managerial Perspective., Prentice Hall of India

PU 4 YEARS BBA VIII Semester Syllabus

ADVERTISEMENT MANAGEMENT
Credit Hours: 3 Credits Area of Study: Specialization

Course Objective: This course is designed to impart advertising knowledge to the students. Upon completion of this course, the students will be able to plan execute, analyze and control the advertising related activities.

Contents: Unit I: Introduction to Advertising Meaning, Types and Functions of Advertising Advertisers: Who are they, what they do- The Traditional Advertiser Hierarchy Advertising Agencies: who they are, what they do, the traditional agency hierarchy, specialized agencies, agency compensation, advertiser-agency relationship The media: who they are, that they do- Media Sales, Media Measurement L.H.4

Unit II: Advertising Objectives, Strategy and budgeting

L.H 5

Advertising and Marketing Communication objectives: Selecting a target market, Setting objectives, Criteria for setting objectives Advertising and Marketing Communication Strategy: Types of Strategic Positions Advertising and Marketing Communication Budget: Percentage of sales, all you can afford, competitive parity, objective and task, a budget setting procedure

Unit III: Media Strategy and Creative Media Planning

L.H 7

Assessing the market and audience: assessing the overall market. Analyzing the Competitive situation. Understanding the Budgetary concerns. Looking at brand Dynamics, Finding the right audience

Examining the Media Preferences: The personal Media Network, Aperture: Time, Place and Circumstances Selecting the Right Media: Message Consideration, Media Availability, Non traditional Possibilities, scheduling the media, Evaluating the media

Unit IV: Electronic Media

L.H 6

Television: Types of television, Day part and genres. Benefits and Drawbacks of TV ads. Measuring TV audience. Planning for buying TV, TV and Technology. Changes in TV advertising.

Radio: Frequencies, Formats and Geographic: Network radio and Spot radio. Benefits and Drawbacks of Radio Advertising, Measuring radio audiences, Planning and Buying for radio, radio and technology

Unit V: Print Media

L.H.6

Magazines: Benefits and Drawbacks of magazines advertising, Planning and buying magazines, Magazines and technology Newspapers: Types of newspapers, types of newspaper advertising, benefits and drawbacks of newspaper advertising, newspaper planning and buying, newspaper and technology Out-of-home advertising: Outdoor billboards, transit advertising, Yellow pages Advertising, instore advertising media

Unit VI: Advertising Creativity and Creative Strategy

L.H 7

Advertising Creativity: The five stages of creativity, Creative Thought Process, Who is a creative person? Creative Strategy: Components of the Creative Strategy, Putting the Strategy in writing Combining Creativity and Strategy Organizing the Creative Task

Unit VII: Advertising Copywriting The Job of Copy Writer Writing for Print Advertising: Headline, Subheading, Caption, Body Copy Writing for Outdoor, Transit and Direct Mail Writing for radio Commercial: Principles of TV copywriting, Types of TV commercials Writing for new forms of media: Writing the infomercials, Writing for interactive media

L.H 6

Unit VIII: Symbols, Images and Art Direction The job of art director

L.H.7

Art Direction and the Advertising process: Creating and Changing Product, Brand and Corporate Images, Creating Corporate Symbol and logotypes, influencing package Design Designing Print Advertisement: Thumbnail Sketches, Rough Layouts. Comprehensive Layouts, Mechanicals Effects of good design Directing Television and radio Commercials: Scripting television and radio Commercials

Suggested Books: 1. 2. 3. Wright, Winter, Zeigler: Advertising Tata McGraw-Hill, Delhi Bruce G. Vanden Bergh and Helen Katz: Advertising Principles NTC Business Books, Illinois, USA Bovee Thill, Dovel. Wood: Advertising Excellence McGraw-Hill, New Delhi

4. 5.

Rossilter and Rercy: Advertising and Promotion Management McGraw-Hill, New Delhi Wells, Burnett. Morality. Advertising: Principles & Practice Prentice Hall of India

PU 4 YEARS BBA VIII Semester Syllabus

FINANCIAL DERIVATION
Credit Hour: 3 Credits Area of Study: Specialization Finance

Course Objectives: After completion of this the students will have a knowledge of when and how to use financial derivatives properly and not destroy an organization.

Unit I: Introduction 1.

L.H.4

Derivatives markets & Instruments; Options: Futures Contracts; Forward Contracts, Options on futures; Swaps and other Derivatives.

2. 3.

Concepts in Financial & Derivative Markets: Risk preference; short selling; return & risk. Linkage between spot & derivative markets: Role of derivative market, misuse of derivatives.

Unit II: Structure of Options Market 1.

L.H.5

Development of Options Markets: Call Options; Put Options; Over-the-counter options markets; Organized Options Trading option price quotations.

2.

Type of Options: Stock Options; Index Options; Currency Options.

Unit III: Principles of Options Pricing 1.

L.H.7

Principles of Call Option Pricing: Minimum value of a call, Maximum value of a call, Value of call at expiration, Effect of time to time expiration, Effect of early exercise, Lower bound of a European Call, Early exercise of American Call on dividend paying stocks, effect of interest rate, effect of stock volatility.

2.

Principles of put option pricing: Minimum value of a put, maximum value of a put, value of a put, value of a put at expiration, effect of time to expiration, effect of exercise price, Lower bound of a European put, Early exercise of American puts, Put call parity, effect of interest rates, effect of interest rates, effect of stock volatility.

Unit IV: Option Pricing Models: 1. 2. 3. The one period Binomial model: hedge portfolio, overprice call, underpriced call. Two period binomial model: hedge portfolio, mispriced call in the two period world. Extensions of Binomial Model: pricing out options, American puts and early exercise; Dividends, European calls, American calls and early exercise.

Unit V: Option Pricing Model: The Black-Scholes Models: 1. Origin of the Black-Scholes Formula

2. 3.

Assumption of the model Variables in the Black-Scholes Model: Exercise price, risk-free rate, volatility or standard deviation, time of expidation

4.

Black-Scholes model when the stock pays dividends: known discrete dividends, know continuous dividend yield.

5.

Put option pricing models, managing the risk of options.

Unit VI: Basic Option Strategies 1. 2. Profit Equation; Different holding periods; Assumption;

L.H.7

Stock Transactions; Call option transactions; Put options transactions; Covered call; Protective puts; Synthetic puts & calls

3. 4.

Options spread; Money spreads; Bull spreads, bear spreads, collars, butterfly spreads. Calendar Spreads; Ratio spreads; Straddles; Box spreads.

Unit VII: Forward & Features 1. 2. Organized Futures Trading; Mechanism of Futures trading; Future price quotations.

L.H.8

Types of futures contrasts; Agricultural Commodities, Natural Resources. Foreign Currencies, Treasury Bills & Eurodollars, Treasury Notes & Bonds. Equities, Managed Funds, Hedge Funds, Options on Futures.

3.

Properties of Forward and Future Prices: Concept of price versus value, value of a forward contract, value of futures contract, Forward and future prices.

4.

Forward & Futures Hedging Concepts: Short hedge & Long hedge, risk of hedging, margin requirements and making to the market.

5.

Determinants of the Hedge ratio Minimum variance hedge ratio, price sensitivity hedge ratio, stock index futures hedging.

6.

Hedging strategies Foreign currency hedge, Intermediate & long term interest rate hedges, stock market hedges.

Unit VIII: Swaps: 1. 2. Interest Rate Swaps: Currency swaps: Equity swaps: Structure, pricing and valuation, and swap strategies.

Suggested Readings: 1. 2. 3. 4. Options, Futures, and Other Derivatives, John C. Hull. Prentice Hall of India. An Introduction to Derivatives & Risk Management, Don M. Chance, Thomson Asia Pvt. Ltd. Investments, Sharpe, Alexander & Bailey, Prentice Hall of India. Investments, Bodie Kane, Marcus, Tata McGrow Hill.