Course Code: BMBA11501 Semester: V

Course Name: Service Management Credits: 4

Course Type:Professional Core Course Duration: 52 Hours

Course Description:
Service marketing is a course that focuses on the unique characteristics of
marketing services and how they differ from marketing physical products. The
course covers topics such as understanding the services, the service marketing mix,
service quality, and managing demand and capacity. Students will learn how to
develop and implement effective marketing strategies for service-based businesses,
including service product & branding, pricing, promotion, and distribution along
with extended marketing mix elements like People, Process and Physical Evidence.
The course will also include case studies, group projects, and discussions to provide
students with practical experience in applying service marketing concepts.

Course Objectives:

● To have an overview on services, its classification, factors and challenges.

● To develop the knowledge on Service Marketing Mix Strategies.

● To enhance understanding on Extended Service Marketing Mix Strategies.

● To learn about Service Quality and Methods of Measuring and improving it.

● To gain insights from understanding demand and capacity in service

marketing.

Course Learning Outcomes:

This course will enable students:

CLO 1: Understanding the unique characteristics of services and how they differ
from physical products, and how these characteristics impact the marketing of
services. Exploring different types of services with factors affecting growth of it and
challenges faced for marketing.

CLO 2: Learning about service product & branding, pricing, promotion, and
distribution strategies, and how to implement them effectively.
CLO 3: To equip students with the strategy of an extended marketing mix based on
People, Process and Physical Evidence.

CLO4: Understand the concepts and dimensions of service quality and how they are
measured and the relationship between service quality and customer satisfaction
and tools and techniques for measuring and improving service quality.

CLO5: Developing ability to understand demand and capacity management.

Pedagogy:

Audio-visual lectures, Video Lectures, Field Visit, Case Studies, Assignments and
Presentations.

Unit Topics No. of Weightage

Lectures
1. Introduction to Service Management 10 20%
● Concept, Meaning & Definition: Services.
● Characteristics of Services
● Factors Contributing to Growth of the Service
Sector.
● Classification of Services.
● Challenges faced by Services.
2. Service Marketing Mix. 16 30%
● Product: Service Product, Designing the
Service Concept, The Flower of Service,
Branding Service Product and Experience.
(Branding Strategies & Challenges -Overview)
● Pricing: Objectives of Pricing, Pricing Strategy
on Three Foundations - Cost (Monetary and
Non-Monetary Cost), Competition, Value to
Customer, Revenue Management - Reserving
Capacity for High Yield Customers, How Does
Competitors Pricing Affect Revenue
Management, Designing Rate Fences.
● Place: Distribution in Services Context. 1.
What is Being Distributed? 2. How Should
Services be Distributed? 3. Where and When
 Services are Delivered?, Franchising and Self
Service Technologies.
● Promotion: Role of Marketing Communication,
Challenges of Services Communications,
Marketing Communications Mix.
3. Extended Marketing Mix 10 20%
● People: Role of Employees, Frontline Work is
Difficult and Stressful- Boundary Spanning,
Source of Conflict, Emotional Labour, Service
Culture and Leadership.
● Process:. Flowcharting, Blueprinting, Service
Process Redesign.
● Physical Evidence: Purpose of Service
Environment, Servicescape Model - An
Integrative Framework, Dimensions of Service
Environment.
4. Service Quality 8 15%
● Perspectives of Service Quality
● Dimensions of Service Quality
● Gap Model
● Measuring and Improving Service Quality.
5. Managing Demand and Capacity 8 15%
● Defining Productive Capacity
● From Excess Demand to Excess Capacity
● Managing Capacity
● Understanding Demand Patterns
● Managing Demand
● Waiting Lines and Queuing Systems

References:
1. Wirtz, J., & Lovelock, C. (2011). Services marketing: People, technology,
strategy. World Scientific.
2. Jauhari & Dutta, (2009). Services: Marketing, Operations and Management.
Oxford Higher Education
3. Nargundkar, R. (2010). Services Marketing 3E. India: McGraw-Hill Education
(India) Pvt Limited.
Assessment Pattern:
 Continuous In-Semester Evaluation End Semester Examination
(Internal Evaluation) (External Evaluation)
40 Marks 60 Marks

Continuous Evaluation:

Mid Semester Examination 10 Marks

Quiz (At the end of each module) 5 Marks

Assignment (Class Assignment / Home Assignment / Seminar /
Presentation / Poster presentation)/ or any other component
designed by the instructor
15 Marks
+
Practical Assignment/ Case Study / Role Play/ Statistical Report
Analysis/ Portfolio Building / Field Assignment
Attendance 10 Marks

Total Continuous In-semester Evaluation 40 Marks

 Course Code: BMBA11502 Semester: V
Course Name: IT and GST Credits: 4
Course Type: Foundation Core Course Duration: 52 Hours

Course Details
This course will include the important provision of the Indian Income Tax, which is
more useful in the practical working of calculating Tax and making effective Tax
planning during assessment years

Objectives
● To understand the taxation structure in India.
● To know the importance of taxes for the government and society.
● To know the legal framework of tax laws and their operations.

Course learning outcome

CLO1: Understand the basic concept, definitions, and terms related to income tax
CL02: Determine the residential status of an individual and the scope of total income
CLO3: Compute income under various heads namely income from salary, house property,
business/profession, capital gains, and income from other sources.
CLO4: Calculate Tax-free income.
CLO5: Understand various deductions under the income tax act.
CLO6: Compute the net total taxable income of an individual

Teaching Pedagogy: Teachers are expected to impart knowledge along with

traditional teaching through new and innovative pedagogical approaches like
Reading, Group Discussions, Lectures, Assignments, Quizzes, Tests, Case Studies,
Presentations, Participation in academic and extracurricular activities

Module Topics No. of Weightage

Lectures
1 Income tax concepts: 8 15%
Previous Year, Assessment Year, Person,
Assesses, Income (including agricultural
income), Residential Status and their incidence
of tax, (Numerical) Gross Total Income, Total
Income; Income which does not form part of
total income, Tax Evasion, Tax Avoidance.
2 Computation of Income under the head Salary 18 30%
(Numerical)
3 Computation of Income under the Head: 14 35%
(Numerical)
 House Property and Profits and gains from
Business or Profession (numerical),
Computation of Income under the Head: Capital
gains and Income from other sources
(Numerical)
Only Theory
Clubbing of Income, Set-off, and carry-forward
of losses, Deductions from gross total income as
applicable to an individual and Business Units;
Computation of total income and tax liability of
an individual and Business Units, Procedure for
assessment: E-filing of return
4 Indirect Tax – GST (Numerical) 12 20%
Introduction and concept of GST,
Require To Write in Detail
Preliminary, Levy & Collection of Tax, Supply,
Input Tax Credit, Registration, Tax Invoice
+Debit Note + Credit note, Account, Record,
Return

References:
1. Vinod K. Singhania, Dr. Monica Singhania Corporate Tax Planning and Business tax
procedures with case studies Taxmann
2. Ahuja & Gupta, Simplified Approach to Corporate Tax, Flair Publication Pvt. ltd

Assessment Pattern:
Continuous In-Semester Evaluation End Semester Examination
(Internal Evaluation) (External Evaluation)
40 Marks 60 Marks
Internal Evaluation:
1 Mid Semester Examination 10 Marks
2 Quiz (At the end of each module) 05 Marks
3 Assignments (Minimum 2 per course) 10 Marks
(Class Assignment/ Home Assignment/Seminar/Presentation/Poster
presentation) Or any other component designed by the instructor
4 Practical/Case Study/Statistical Report Analysis/Field Assignment 05 Marks
5 Attendance 10 Marks
6 Total Continuous Evaluation 40 Marks
Course Code: BMBA11503 Semester: V
Name of the Course: Research Methodology Credits: 4
Course Type: Professional Core Course Duration: 60 hours

Course Description:

Business research is understanding research philosophies and approaches for

business. It is a process of acquiring detailed information of all the areas of business
and using such information in maximizing the sales and profit of the business. It is
defined as gathering comprehensive data and utilizing this knowledge to determine
which product/service is most profitable or in demand.

Course Objectives:

• To gain the knowledge of process of scientific research.

• To understand primary and secondary data collection.
• To learn collection, recording, analyzing and interpretation of data to solve
managerial problems.
• To understand how to use information to facilitate business- related decision-
making.
• To recognize relevant factual statistics/information for smooth conduct of
business.

Course Learning Outcomes:

Students will be able to

CLO 1: Understand classification of business research and cultivate the ability
to choose research design appropriate to research aims and objectives.
CLO 2: Learn when and how to use primary and secondary data.
CLO 3: Develop skills in quantitative data analysis.
CLO 4: Understand report preparation and presentation.

Teaching Pedagogic: To impart the knowledge of the subject traditional teaching

methodology like lectures in chalk-duster mode will be used with innovative
pedagogical approach like Practical examples from business world, assignments,
presentations, quizzes, tests, case studies, participation in extra – curricular
activities.
Unit Topics No. of Weight
Hours age
1 Introduction to Business Research 13 25
1. Concept & Definition of Business Research
2. Classification of Business research viz.
Basic vs. Applied Research,
Comparative vs. Absolute
Qualitative vs. Quantitative
Cross Sectional vs. Longitudinal Research
Problem Identification vs. Problem Solving Research,
Internal vs. External Research
3. Methods of Knowing or collecting information
Scientific & non-scientific methods,
Differences between scientific & non- scientific methods,
Different types of non-scientific methods:
Method of tenacity,
Method of appeal to authority,
Method of self-evident truth,
Characteristics of a good scientific research
4. Types of research design (Exploratory and Conclusive)
Exploratory: Qualitative Analysis, Secondary Analysis,
Expert’s opinion, Experience Survey, Focus Group Method
Conclusive: Descriptive and Causal
5. Business Research Process
2 2 Data Collection 13 25
1. Difference between terms: “Data” and “Information “,
2. Difference between Primary Data & Secondary Data.
Their relative merits & de-merits
3. Primary Data Collection Methods
Survey Methods:
Personal Survey, Mail Survey, Electronic Survey and
Telephonic Survey
Observation Methods:
Manual vs. Mechanical,
Direct vs. Indirect,
Natural vs. Artificial,
Disguised vs. Undisguised,
Structured vs. unstructured,
Participative and non-Participative
Experiments: Natural Experiments vs. Laboratory Experiments
4. Comparison of four survey methods on various parameters
 5. secondary data: Internal & External
1. Internal Data : Ready to use data, Data require processing
2. External Data :
1. Published data (General sources, Government sources,
International sources)
2. Computerised Databases (Online database, Offline database)
3. Data selling firms
3 Sampling and Scaling Methods 13 25
1. Difference between Sample and Census
2. Sampling Methods:
Probabilistic sampling methods: Simple random sampling,
Stratified random sampling, Systematic random sampling,
Cluster random sampling, Multi stage random sampling.
Non-Probabilistic Sampling Methods: Convenience Sampling,
Judgmental Sampling, Snowball Sampling, Quota sampling
3. Different types of errors in business research
Different types of variables in business research
Definition of hypothesis and Types of hypothesis
Role of hypothesis in research Qualities of a good hypothesis
Definition of terms: “Concept”, “Construct” and “Definition” in
relation to business research
4. Definition and Meaning of Scaling,
Various Comparative and Non-comparative Scales,
5. Data Analysis: Purpose of Statistical Analysis, General idea of
various statistical tools like Measures of Central Tendency
(Mean, Median, Mode), Measures of Dispersion (Standard
Deviation, Variance)
4 Design of Questionnaire & Data processing 13 25
1. Definition and Objectives of Questionnaire,
1. Process of Questionnaire Design – 11 steps
2. Field Work to collect data: Selection, Training, Supervision of
field workers and Validation, Evaluation of field work.
3. Process of Data Preparation (Questionnaire Checking, Editing,
Coding, Transcribing, Data Cleaning, Adjustment of data,
selection of data analysis strategy)
4. Report Preparation and Presentation:
Definition of Research Report, Need & Importance of
Research Report, Audiences/Users/Readers of Research
Report: (Clients, Researchers, General Public), Types of
Research Report: (Classification as per time, audience,
medium), Qualities of Good Report, Content of Research
Report
5. Ethics in Research
Reference Books:
No. Title of the Book Authors Publication and Edition
1 Business Research Methods Donald Cooper Tata McGraw Hill
& Schindler
2 Marketing Research Naresh Pearson Publications
Malhotra
3 Marketing Research Churchill Dryden Press, Harcourt Publications
4 Business Research Methods Zikmund Cengage Publishing
5 Business Research Methods Saunders Pearson Publications
6 Social Research Methods Alan Bryman OXFORD University Press

Assessment Pattern:
Continuous In-Semester Evaluation End Semester Examination
(Internal Evaluation) (External Evaluation)
40 Marks 60 Marks

Internal Evaluation:
1 Mid Semester Examination 10 Marks
2 Quiz (At the end of each module) 05 Marks
3 Assignments (Minimum 2 per course) 10 Marks
(Class Assignment/ Home Assignment/Seminar/Presentation/Poster
presentation) Or any other component designed by the instructor
4 Practical/Case Study/Statistical Report Analysis/Field Assignment 05 Marks
5 Attendance 10 Marks
6 Total Continuous Evaluation 40 Marks
 Course Code: BMBA 11504 Semester: 5
Name of the course: Life and Self- Credits: 02
management Skills
Course Type: Professional Core Course Duration: 26 hours

Course Description:

This course would prepare the students to compete in the global world today which
has intense diversity in skills, talents, in sources of knowledge and opportunities.
Lessons of Self-Management and Life Skills would enable students to efficiently use
their ideas and expertise in their work. Self-Management is to regulate the
behaviour, emotions and thoughts of students to let them be self-disciplined and
thoroughly professional. Life skills are to let students be critical thinkers, good
decision makers and better problem solvers.
Course Objectives:

• To inculcate Self-Management and Life Skills in future managers for

organisational success.
• To develop Life skills in the professionals to help them survive in the diverse
and dynamic business world.
• To improve Self-Management of students in the digital world today.

Course Learning Outcomes:

• To perform competently as managers in competitive business world.
• To practice varied Life skills in culturally diverse corporate house.
• To be self-restraint effectively in technologically advanced businesses
today.

Teaching Pedagogy: Teachers are expected to impart knowledge along-with

traditional teaching also through new and innovative pedagogical approaches like
Reading, Group Discussions, Lectures, Role plays, Assignments, Quizzes, Tests, Case
Studies, Presentations, Participation in academic and extra – curricular activities.
Module Topics covered No. of Weightage
Lectures

1 Self-awareness (self-analysis) 09 34%

Self-esteem
Motivation
Creativity
Values and Ethics
Self-Management
Assertiveness
Positive and Negative Thinking
Assertive Rights
Strategies for Assertive Behaviour
Indicators of Assertive Behaviour
Mental Locks

2 Emotional Intelligence 09 33%

Nature and Significance of Emotional
Intelligence
Strategies to enhance Emotional Intelligence
Learning Skills
Nurturing Learning Desire/ Self-regulated
learning
Strategies to improve the learning skills

3 Resilience Building 08 33%

Understanding Resilience
Building Resilience
Stress Management
The Basic Nature of Stress
Major Causes of Stress in the workplace
Adverse effects of Organisational Stress
Reducing Stress: What can be done?
Books:
1. The Ace of Soft Skills_ Attitude, Communication, Etiquette for Success by
Gopalaswamy Ramesh, Mahadevan Ramesh Pearson Education 2011
2. Communication Skills and Soft Skills An Integrated Approach by E. Suresh kumar
and Sreepihari Pearson Education 2011

3. Business Communication by Asha Kaul Eastern Economy Edition Prentice Hall

India Publication
4. Effective Business Communication by Asha Kaul Prentice Hall India, 2004
5. Soft skills: Know Yourself and Know the World by Dr. K. Alex S.CHAND
Paperback
6. English and Soft skills by S. P. Dhanavel Paperback
7. Life Skills ( Jeevan Kaushal ) Facilitators’ Guidelines UGC New Delhi
8. Managing Soft Skills for Personality Development by B.N.Ghosh Tata McGraw-
Hill 2012

Assessment Pattern:
Continuous In-Semester Evaluation (Internal End Semester
Evaluation) Examination
(External Evaluation)
20 Marks 30 Marks

Internal Evaluation:
Mid Semester Examination 05 Marks
Quiz (At the end of each module) 03 Marks
Assignments (Minimum 2 Per course) (Class Assignment / Home 07 Marks
Assignment / Seminar / Presentation / Poster presentation)/ or any
other component designed by the instructor
Live/ Practical Assignment /Case Study / Role Play/ Statistical
Report Analysis/ Portfolio Building / Field Assignment
Attendance 05 Marks
Total Continuous Evaluation 20 Marks
Course Code: BMBA12505 Semester: V

Course Name: Project Financing Credits: 2

Course Type: Managerial Elective Duration: 25 Hours

Course description
This course aims to provide a detailed analysis of project finance, discussing different types
of projects, characteristics, participants, and their interests with a focus on valuing and
financing projects. this course is helpful in developing an analysis of working capital, cash
flow operations, cash flow investing, and cash flow financing to analyse the needs of
financing of projects

Objectives
• To give an overview of project finance
• To understand necessary elements, why it is used, how it is used, its advantages, and
its disadvantages.
• To identify projects that meet the essential criteria for project financing.

Course learning outcome

CLO1: Understand project finance, process, structures, participants, and their
interests.
CLO2: Discuss types of project finance and cooperation.
CLO3: Value projects and forecast cash flows with detailed sensitivity analysis.
CLO4: Analyse potential financing opportunities for project finance and evaluate
forms of financing.

Teaching Pedagogy: Teachers are expected to impart knowledge along with

traditional teaching through new and innovative pedagogical approaches like
Reading, Group Discussions, Lectures, Assignments, Quizzes, Tests, Case Studies,
Presentations, Participation in academic and extracurricular activities

Module Topics No. of Weightage

Lectures

1 Introduction to Project Management and Project Finance 4 20%

Project Finance Market, structure and participants, Project
Characteristics, Risk Analysis, and Risk Management.
2 Financial Estimates and Projections 8 30%
Cost of Project, Means of Finance, Estimates of Sales and
Production, Cost of Production, Working Capital
Requirement and its Financing, Profitability Projections,
Projected Cash Flow Statement, Projected Balance sheet,
and Multi-year Projections.
3 Financing of Projects 7 20%
Capital Structure, internal Accruals, Equity Capital,
Preference Capital, Debentures, Term loans, Working
Capital Advances, Raising Venture Capital, Credit Risk
Rating
4 Financing Infrastructure Projects 6 30%
Typical Project Configuration, key Project Parties, Project
Contracts, Financial Structure, and Corporate Governance,
financing a Power Project, Financing Telecommunication
Projects, Managing Risk in Private infrasture Projects,

References
Sr. Title Author Publication
No.
1 Projects L M Prasad Tata Mcgraw hill
2 Projects – Planning and Analysis Prasanna Tata Mcgraw hill
Chandra
2 Projects Finance in Theory and Stefano Gatti Elsevier
Practice
3 Principles of Project Finance E.R. Yescombe Elsevier

Assessment Pattern:
Continuous In-Semester Evaluation (Internal End Semester
Evaluation) Examination
(External Evaluation)
20 Marks 30 Marks
Continuous Evaluation:

Mid Semester Examination 5 Marks

Quiz (At the end of each module) 3 Marks

Assignment (Class Assignment / Home Assignment / Seminar /
Presentation / Poster presentation)/ or any other component designed
by the instructor
7 Marks
+
Practical Assignment/ Case Study / Role Play/ Statistical Report
Analysis/ Portfolio Building / Field Assignment
Attendance 5 Marks

Total Continuous In-semester Evaluation 20 Marks

 Course Code: BMBA12506 Semester: V
Course Name: Franchising Credits: 2
Course Type: Managerial Elective Duration: 26 Hours

Course Description:
This course will provide an overview of franchising and its various components.
Topics covered will include: Franchising as strategy, pros and cons of franchising,
modes of franchising, developing and evaluating franchising and managing
franchising - financing aspects and relationship.

Course Objectives:

● To give an overview on franchising as a strategy.

● To develop and evaluate a franchising system.

● To manage franchising - financial aspects and relationships.

Course Learning Outcomes: This course will enable students:

CLO1: Understand the core of franchising from a business expansion point of view.

CLO2: Enable the development and evaluation of franchising.

CLO3: Managing the franchising business.

Pedagogy:

Audio-visual lectures, Video Lectures, Field Visit, Case Studies, Assignments

Discussion based on Local Franchise and Presentations.

Unit Topics No. of Weightage

Lectures
1. Basics of Retail Franchising 7 30%
● Meaning of Franchising
● Franchising as a Strategy
● Retailing and Vertical Marketing System
● Pros and Cons of Franchising System
● Modes of Franchising
2. Developing and Evaluating a Franchise System 6 20%
 ● Preparing for Franchise
● Assessing a Potential Franchisee
● Investigating and Evaluating a Franchise
3. Managing Franchising 13 50%
● Financial Aspects of Franchising
● Estimating Financial Requirements
● Managing Franchise Relationship
● Dynamics of Relationship
● Trust as Relationship Builder
● Cultural Aspects of Relationship
● Stages of Relationship Building Process
● Building a Long Term Relationship
References:
1. Sidhpuria. M, Retail Franchising. (2009). India: McGraw-Hill Education (India)
Pvt Limited.
Assessment Pattern:

Continuous In-Semester Evaluation End Semester Examination

(Internal Evaluation) (External Evaluation)
20 Marks 30 Marks
Continuous Evaluation:

Mid Semester Examination 5 Marks

Quiz (At the end of each module) 3 Marks

Assignment (Class Assignment / Home Assignment / Seminar /
Presentation / Poster presentation)/ or any other component
designed by the instructor
7 Marks
+
Practical Assignment/ Case Study / Role Play/ Statistical Report
Analysis/ Portfolio Building / Field Assignment
Attendance 5 Marks

Total Continuous In-semester Evaluation 20 Marks

 Course Code: BMBA12507 Semester: VI
Name of the course: Negotiation and Credits: 2
Team Management
Course Type: Managerial Elective Duration: 26 hours

Course Description:

The purpose of this course is to equip students with team management and
negotiation skills which are imperative skills for effective managers. Students will be
imparted with theoretical knowledge and abilities that enable the highly competitive
environment by increasing teamwork in the organisation. Moreover, this course will
help to understand the theory and processes of negotiation in a variety of settings.

Course Objectives:

 To learn importance of high performing team in management

 To enable students to develop effective goals for teams

 To acquire strategies for effective negotiation

 To ensure listening, trust and collaboration for effective team management

Course Learning Outcomes:

This course will enable students to:

CLO 1 Understand importance and characteristics of high performing team

CLO 2 Identify the effective goals for team management
CLO 3 Work in a team and establish effective interaction and feedback
CLO 4 Understands and implement common tactics used in negotiations
CLO 5 Learn importance of listening, trust and collaboration in team

Teaching Pedagogy: Teachers are expected to impart knowledge along-with

traditional teaching through new and innovative pedagogical approaches like
Reading, Lectures, Role plays, Assignments, Quizzes, Tests, Case Studies, Games,
Exercises, Participation in academic and extra – curricular activities
 No. of
Module Topics covered Weightage
Lectures
1 ◘ The advantages of teams ◘ attributes of high 8 33%
performing teams ◘ developing credible team ◘
Establish S.M.A.R.T. and Everest goals ◘
Assigning advantageous roles ◘ Unproductive
Roles ◘ Rules for effective team feedback ◘
Management skills for high performing teams ◘
Exercises on team performance/ management
2 ◘ Negotiation ◘ Negotiation Strategies ◘ The 9 33%
negotiation process ◘ The four essentials of
negotiators ◘ The uses of power in negotiation ◘
Perceived power in negotiation ◘ Closing deals
3 ◘ Listening as a team skill ◘ Trust and 9 34%
Collaboration ◘ Social and Cultural Etiquette ◘
Exercises on team management and Negotiation

Books:
Sr. No. Title of the Book Authors Publication and
Edition
1 Developing Management David A. Whetten, Pearson publication
Skills Kim S. Cameron 9th Edition
2 Essentials of Robbins, Stephen 13th Edition Pearson
Organizational Judge, Timothy Education India.
Behaviour
3 Life Skills (Jeevan - UGC
Kaushal)
Facilitators' Guidelines
4 Negotiation Brian Tracy American
Management
Association
5 Negotiation David S. Hames Sage Publication
 6 Training in Interpersonal Stephen P. Robbins Pearson, 6/E
Skills: Tips for Managing Phillip L. Hunsaker
People at Work

Assessment Pattern:
Continuous In-Semester Evaluation End Semester Examination
(Internal Evaluation) (External Evaluation)
20 Marks 30 Marks

Internal Evaluation:
Mid Semester Examination 05 Marks
Quiz (At the end of each module) 03 Marks
Assignment (Class Assignment / Home Assignment / Seminar /
Presentation / Poster presentation)/ or any other component
designed by the instructor
07 Marks
+
Practical Assignment/ Case Study / Role Play/ Statistical Report
Analysis/ Portfolio Building / Field Assignment
Attendance 05 Marks
Total Continuous In-semester Evaluation 20 Marks
 Course Code: BMBA12508 Semester: V
Course Name: Brand Management Credits: 4
Course Type: Managerial Elective Duration: 52 Hours

Course Description:
The course would help students in developing understanding on Brand Building,
Measuring and Managing Brand Equity. The students will be able to understand the
basics of branding in terms of elements, options and tactics along with the process
to build it. It will also develop the learners mindset for brand equity and building
strong brands & value chains. The course will make students versed with the
concept of Secondary Associations and Brand Extension. It will also enhance
understanding in managing brands over a period of time.

Course Objectives:

● To equip students with basics of branding along with understanding the

difference between product and brand, importance of brand and challenges
in creating brand.
● To enhance students' understanding on Customer Based Brand Equity. To
update students with ideas to build a strong brand and value chain for
branding.
● To make students knowledgeable about leveraging the power of secondary
associations.
● To make students aware about brand extension and managing brands over
time.

Course Learning Outcomes:

This course will enable students:

CLO 1: Learning branding concepts and theories.
CLO 2: Understanding of how to build a strong brand identity.
CLO 3: Skill in developing and implementing a brand strategy.
CLO 4: Competency in managing brand equity.
Pedagogy:
Audio-visual lectures, Video Lectures, Field Visit, Case Studies, Companies Brand
Strategies and Elements, Assignments and Presentations.

Unit Topics No. of Weightage

Lectures
1. Brands and Brand Management 16 30%
● Brands
● Brand Elements
● Criteria for Choosing Brand Elements
● Options and Tactics for Brand Elements
● Brand versus Products
● Importance of Brand for Consumer and Firm
● Scope of Branding: Commodities, Physical
Goods, Services, Retailers and Distributors,
Digital Brands, People and Organization,
Sports, Arts & Entertainment, Geographic
Locations, Ideas and Causes.
● Branding Challenges and Opportunities
● Strategic Brand Management Process
2. Customer Based Brand Equity (CBBE) & Building 16 30%
Strong Brand.
● Brand Equity Concept
● Defining CBBE
● Brand Equity as a bridge
● Sources of CBBE: Brand Awareness & Brand
Image
● Building Strong Brand: Salience, Performance,
Imagery, Judgements, Feelings and Resonance.
● Brand Value Chain: Marketing Program
Investment, Customer Mind-Set, Market
Performance, Shareholders Value.
3. Leveraging Secondary Associations to Build Brand 10 20%
Equity
● Conceptualizing the Leveraging Process:
Creation of New Brand Associations, Effects of
Existing Brand Knowledge.
 ● Secondary Associations: Company, Country of
Origin and Other Geographic Areas, Channel
of Distributions, Co-Branding, Licensing,
Celebrity Endorsement, Sporting, Cultural and
Other events, Third Party Sources.
4. Brand Extension and Managing Brands Over Time 10 20%
● Brand Extensions
● Advantages of Brand Extensions
● Disadvantages of Brand Extensions
● Reinforcing Brands
● Revitalizing Brands
● Adjustment to Brand Portfolio

References:
1. Keller, K. L., Swaminathan, V., Parameswaran, M. G., & Jacob, I.
(2020). Strategic Brand Management: Building, Measuring, and Managing
Brand Equity. Pearson Education India.
Assessment Pattern:

Continuous In-Semester Evaluation End Semester Examination

(Internal Evaluation) (External Evaluation)
40 Marks 60 Marks
Continuous Evaluation:

Mid Semester Examination 10 Marks

Quiz (At the end of each module) 5 Marks

Assignment (Class Assignment / Home Assignment / Seminar /
Presentation / Poster presentation)/ or any other component
designed by the instructor
15 Marks
+
Practical Assignment/ Case Study / Role Play/ Statistical Report
Analysis/ Portfolio Building / Field Assignment
Attendance 10 Marks

Total Continuous In-semester Evaluation 40 Marks

 Course Code: BMBA12509 Semester: V
Name of the course: Portfolio Management and Financial Credits: 4
Derivatives
Course Type: Managerial Elective Duration: 52 Hours

Course Description:
This course will help the student to enhance their financial literacy in terms of
investment management and basic of financial derivatives. This course will
assist students in construction of the portfolio with appropriate
diversification and hedging using financial derivatives. Content of this course
will also be useful in identifying and preparation of research project.
Course Objectives:
• To enhance the financial literacy in terms of investment management
and financial derivatives
• To describe the portfolio construction and management process
• To make students aware of concept of financial derivatives
• To discuss about the uses and application of financial derivatives
Course learning Outcomes:
CLO 1. Learn the calculation of Risk and Return of securities in portfolio
management process and understand the whole process of
portfolio management applying the diversification.
CLO 2. Apply various portfolio management approaches and theory in
portfolio construction and evaluation
CLO 3. Understand the basics of financial derivatives viz. future and
options. Gain the knowledge to read price quotes of financial
derivatives.
CLO 4. Understand the mechanism of financial derivatives operations and
final payoff on settlement
Teaching Pedagogy: Teachers are expected to impart knowledge along-with
traditional teaching through new and innovative pedagogical approaches like
Reading, Lectures, Class room activities, Assignments, Quizzes, Tests, Case
Studies, Presentations, etc.
Module Contents Lectures Weight
1 Introduction to Risk, Return and Portfolio Management 13 25%
• Concept of Investment (Revision from Financial
Literacy)
• Concept of Risk and Return (Revision from
Financial Literacy)
 • Calculation of Realised return and Expected
Return
• Calculation of Risk (Standard Deviation, Alpha and
Beta)
• Meaning of Portfolio and Diversification
• Types and forms of Diversification
• Concept of Mutual Fund as a well-diversified
Portfolio
• Phases of Portfolio Management
• Security Analysis: Concepts of Fundamental
Analysis, Technical Analysis and Efficient Market
Hypothesis

2 Portfolio Construction and Evaluation 13 25%

• Modern Portfolio Theory (Markowitz Model) –
Theory and Numerical
• CAPM Model - Theory
• Single Index Model (Sharpe Model) – Theory and
Numerical
• Evaluation of Mutual Funds using Factsheet: Fund
Manager, NAV, Expense Ratio, Portfolio Turnover
Ratio, Exit Load, alpha, beta, r-squared, standard
deviation, and the Sharpe ratio, Bench Mark
Index,

3 Introduction to Financial Derivatives 13 25%

• Meaning of Derivatives and Financial Derivatives
• Uses of Derivatives
• Factors Contributing to the Growth of Derivatives
in India (Patwari D.C. & Bhargava A.)
• Meaning of Forward, Futures, Options and Swap
• Forward Contracts: Advantages and Problems of
Forward Contract, Concept of Forward contract in
Commodity Market, Currency and Interest Rate
• Future Contact Vs Forward Contract (Patwari D.C.
& Bhargava A.)
• Terminology in Future and Option: Underlying
Assets, Lot and Contract size, Maturity Date,
Contract Cycle, Option Style, Strike Price, Margin
requirement: Initial Margin, Mark to Market
Margin, Exposure margin, Ad-hoc margin, Open
Position/Open Interest, Put and Call.
• Participants in the Future and Options Market:
Trading Participants, Intermediary Participants,
Institutional Framework
• How to read price quotes in the derivative market
 4 Operations in Financial Derivatives (With all possible 13 25%
examples)
• Contract Specification: Future
• Contract Specification: Option
• Payoff: Future
• Payoff: Option
• Moneyness in Option
• Hedging (Stock and Index): Using Future
• Hedging (Stock and Index): Using Option
• Speculation (Stock and Index): Using Future
• Speculation (Stock and Index): Using Option
• Arbitrage: Over-priced and Under-priced Future
• Arbitrage: Put-Call parity violations.

Reference Books:
Sr. No. Title Author Publication
1. Investment Management – V.K.Bhalla S.Chand
Security Analysis and Portfolio
Management
2. Security Analysis and Portfolio S.Kevin PHI Learning Pvt Ltd
Management
3. Options & Futures – An Indian D.C.Patwari & JAICO PUBLISHING
Perspective Anshul Bhargava HOUSE
4. Futures and Options N.D.Vohar & Tata McGraw Hill
B.R.Bagri Education Pvt Ltd
5. Derivatives Module Work Book NSE NSE

Assessment Pattern:
Continuous In-Semester Evaluation End Semester Examination
(Internal Evaluation) (External Evaluation)
40 Marks 60 Marks

Internal Evaluation:
Mid Semester Examination 10 Marks
Quiz (At the end of each module) 05 Marks
Assignments (Minimum 2 Per course) (Class Assignment / Home 10 Marks
Assignment / Seminar / Presentation / Poster presentation)/ or any
other component designed by the instructor
Practical Assignment (One per course) Case Study / Role Play/ 05 Marks
Statistical Report Analysis/ Portfolio Building / Field Assignment
Attendance 10 Marks
Total Continuous In-semester Evaluation 40 Marks
 Course Code: BMBA12510 Semester: V
Name of the course: Contemporary Credits: 4
Issues in HRM
Course Type: Managerial Elective Duration: 52 hours

Course Description:

This course is designed to introduce students with contemporary challenges of HR

professionals in the organization. The constantly changing workplaces are posing
challenges to the fundamentals of HR functions and bringing unique issues for HR
managers. Young HR professionals are required to understand and evaluate such
challenges to the field of HR in order to find better workable solutions.

Course Objectives:

 To understand the changing nature of work in modern organization

 To learn to administer the ideal performance management system

 To study about effective compensation system and practices

 To understand the HRM practices in virtual organisation and small firms

Course Learning Outcomes:

This course will enable students to:

CLO 1 Identify recent challenges in modern workplaces

CLO 2 Understand future trends of working in the organisation
CLO 3 Learn HRM practices in virtual organisation
CLO 4 Examine relation between compensation and performance
CLO 5 Learn about various employee separation practices and its related
challenges
CLO 6 Explain HRM practices in small firms

Teaching Pedagogy: Teachers are expected to impart knowledge along-with

traditional teaching through new and innovative pedagogical approaches like
Reading, Lectures, Class room activities, Assignments, Quizzes, Tests, Case Studies,
Presentations, etc.
 No. of
Module Topics covered Weightage
Lectures
1 Contemporary challenges in HRM ◘ HR
department under siege ◘ Outsourcing HR
activities ◘ Disruptive technology ◘ HR metrics
and predictive analytics ◘ Feminising workforce
◘ HRM in Mergers and Acquisitions ◘ Changing
demographics of workforce ◘ Changed
13 25%
employee expectations ◘ HR during downturns
◘ HRM in high performing organisations
Future of work ◘ Contingent Workers ◘ Flexible
Work Schedules ◘ The Mobile Workplace ◘ Gig-
working and its classification ◘ Issues of Gig-
workers
2 Human Resource Management in Virtual
Organisation ◘ Meaning and characteristics of
Virtual Organization ◘ Types of Virtual
Organisation ◘ Models of Virtual workplace ◘
Types of virtual teams ◘ Difference between a
Virtual and a Traditional Organization ◘ Human
Resource Management and Virtual
13 25%
Organizations ◘ HR Activities Required for
Virtual Organizations ◘ Benefits and limitations
of Virtual Organisations
Performance Management ◘ Defining
Performance ◘ Determinants of Performance ◘
Performance Dimensions ◘ Approaches to
measuring Performance ◘ Ideal performance
 No. of
Module Topics covered Weightage
Lectures
management system ◘ Performance
Management around the world

3 ◘ The Elements of Total Compensation ◘ The

Nine Criteria for Developing a Compensation
Plan (in brief) ◘ Pay for Performance: The
Challenges ◘ Meeting the Challenges of Pay-for-
13 25%
Performance Systems ◘ Types of Pay-for-
Performance Plans ◘ Designing Pay-for-
Performance Plans for Executives ◘ Pay-For-
Performance Programs in Small Firms

4 Managing Employee Separations, Downsizing

and Outplacement ◘ What are employee
separations? ◘ Types of Employee Separations ◘
Managing Early Retirement ◘ Managing Layoff
◘ Outplacement
Human Resource Management in a small-firms 13 25%
◘ Meaning of small business unit ◘ Problems of
small business unit ◘ Unique features of the
MSME workplace ◘ Challenges in introducing
HR practices ◘ Prevailing HR practices ◘ HR
strategies for MSME
Books:
Sr. No. Title of the Book Authors Publication and
Edition
1 Human resource Aswathappa, K. Tata McGraw-Hill
management: Text and Education. (2013)
cases.
2 Human Resource Durai, P. Pearson Education
Management. India. (2011).
3 Performance Aguinis, Herman Pearson Education
Management Limited
4 Managing Human Gómez-Mejía, Luis Pearson Education
Resources R.; Balkin, David B.;
Cardy, Robert L.

Assessment Pattern:
Continuous In-Semester Evaluation End Semester Examination
(Internal Evaluation) (External Evaluation)
40 Marks 60 Marks

Internal Evaluation:
Mid Semester Examination 10 Marks
Quiz (At the end of each module) 05 Marks
Assignments (Minimum 2 Per course) (Class Assignment / Home 10 Marks
Assignment / Seminar / Presentation / Poster presentation)/ or any
other component designed by the instructor
Practical Assignment (One per course) Case Study / Role Play/ 05 Marks
Statistical Report Analysis/ Portfolio Building / Field Assignment
Attendance 10 Marks
Total Continuous In-semester Evaluation 40 Marks
Course Code: BMBA12511 Semester: V
Course Name: Advance Marketing Management Credits: 4
Course Type: Managerial Elective Contact Hours: 52 Hours

Course Description:
The course would enable a student to understand the basics of Integrated Marketing
Communications. The course further enables students to understand various
Integrated Marketing Tools like Advertising, Sales Promotion, Direct Marketing,
Public Relation, Publicity, and Corporate Advertising.

Course Objectives:
● To develop orientation amongst students towards Integrated Marketing
Communication.
● To make students understand the concept of Advertising and role of different
types of advertising.
● To make students understand the concept of Sales Promotion and Direct
Marketing and the role of different types of sales promotion techniques.
● To make students understand the concept Public Relation, Publicity and
Corporate Advertising and its role.

Course Learning Outcomes:

On successful completion of the course, the students will be able to:
CLO1 Demonstrate strong conceptual knowledge in the area of Integrated
Marketing Communication.
CLO2 Design Advertising Strategy for the firm.
CLO3 Design Sales Promotion and Direct Marketing Strategy for the firm.
CLO4 Design Public relation Publicity and Corporate Advertising Strategy for
the firm.
 Teaching Pedagogy: Lecture, Presentation, Case Discussion, Role Play, Field
Assignments, Class Tests
Unit Topics No. of Weightage
Lectures
1. Introduction to Integrated Marketing Communication
● The Growth of Advertising and Promotion
● The Role of Marketing Mix: The Marketing Mix
● Integrated Marketing Communications: The Evolution
of IMC, A Contemporary Perspective of IMC, Reasons for
the Growing Importance of IMC, The Role of IMC in
Branding 13 (25%)
● The Tools of IMC: Advertising, Sales Promotion,
Personal Selling, Publicity/Public Relations, Direct
Marketing, Internet Marketing
● The IMC Process: Review of the Marketing Plan,
Promotional Program Situation Analysis, Analysis of the
Communication Process, Budget Determination,
Developing the Integrated Marketing Communication
Program, Monitoring, Evaluation and Control
● Case Discussion
2. Advertising
● Meaning of Advertising
● Television Advertising: Advantages and Limitations of
TV Advertising, Buying Television Time
● Radio: Advantages and Limitations of Radio, Buying
Radio Time, Time Classifications, Audience Information
● Print Media: The Role of Magazines and Newspapers
o Magazines: Classifications, Advantages,
Disadvantages, Circulation and Readership,
Audience Information and Research for
 Magazines, Purchasing Magazine Advertising 13 25 (%)
Space, The Future for Magazines
o Newspapers: types, Types of Newspaper
Advertising, Advantages and Limitations, The
Audience, Purchasing Newspaper Space,
Newspaper Rates, The Future for Newspapers,
Online Delivery
● Support Media: The Scope of the Support Media
Industry
o Traditional Support Media: Outdoor Advertising,
Alternative Out of Home Media, In Store Media,
Miscellaneous Outdoor Media, Transit
Advertising, Measurement of Out of Home Media,
Other Traditional Support Media - Advertising in
Movie Theatre
o Non-Traditional Support Media: Branded
Entertainment, Guerrilla Marketing, Other Media
3. Sales Promotion and Direct Marketing
● The Scope and Role of Sales Promotion
● The Growth of Sales Promotion: Reasons for the
Increase in Sales Promotion, Concerns about the
Increased Role of Sales Promotion
● Consumer Oriented Sales Promotion: Objectives,
Techniques: Sampling, Couponing, Premiums, Contests
and Sweepstakes, Refunds and Rebates, Bonus Packs,
Price off Deals, Loyalty Programs, Event Marketing 13 (25%)
● Trade Oriented Sales Promotion: Objectives, Types:
Contest and Incentives, Trade Allowances, Display and
 Point of Purchase Materials, Sales Training Programs,
Trade Shows, Cooperative Advertising
● Direct Marketing: Meaning and Growth of Direct
Marketing,
● The Role of Direct marketing in the IMC Program
● Direct Marketing Objectives
● Direct Marketing Strategies and Media
● Direct Selling
● Evaluating Effectiveness of Direct Marketing
● Advantages and Disadvantages of Direct marketing
● Case Discussion
4. Public Relations, Publicity and Corporate Advertising
● Public Relations: Traditional Definition of PR, The New
Role of PR, Integrating PR into Promotional Mix,
Marketing Public Relations Functions
● The Process of Public Relations: Determining and
Evaluating Public Attitudes, Establishing PR plan,
Developing and Executing the PR Program, Advantages
and Disadvantages of PR, Measuring the effectiveness of 13 (25%)
PR
● Publicity: The Power of Publicity, The control and
Dissemination of Publicity, Advantages and
Disadvantages of Publicity, Measuring the Effectiveness
of Publicity
● Corporate Advertising: Objectives of Corporate
Advertising, Types of Corporate Advertising,
Advantages and Disadvantages of Corporate
Advertising, Measuring the Effectiveness of Corporate
Advertising
 ● Case Discussion

Suggested Reading

1. Advertising and Promotion, An Integrated Marketing Communication

Perspective – Belch & Belch, McGrow Hill Publication
2. Advertising and Promotion, An IMC Perspective – Kruti Shah, McGraw Hill
Publication
Assessment Pattern:

Continuous In-Semester Evaluation End Semester Examination

(Internal Evaluation) (External Evaluation)
40 Marks 60 Marks
Continuous Evaluation:

Mid Semester Examination 10 Marks

Quiz (At the end of each module) 5 Marks

Assignment (Class Assignment / Home Assignment / Seminar /

Presentation / Poster presentation)/ or any other component
designed by the instructor
15 Marks
+
Practical Assignment/ Case Study / Role Play/ Statistical Report
Analysis/ Portfolio Building / Field Assignment

Attendance 10 Marks

Total Continuous In-semester Evaluation 40 Marks

 Course Code: BMBA12512 Semester: V
Name of the course: Advance Financial Management Credits: 4
Course Type: Managerial Elective Duration: 52 hours

Course Description:
The course would make the students understand the critical financial aspects for a company
while managing the financial capital and its allocation for précised financial decision.
Course Objectives:
• To make students understand importance and methods for valuation of various financial
assets of a company.
• To sensitize students towards cost of capital and its influence in financial decision.
• To induce ability to use various investment and capital budgeting decision in varying risk and
return situation.
Course Learning Outcomes:
This course will enable students:

CLO 1: To understand the concept and importance of valuation of financial assets and its
methods.

CLO 2: To know about various sources of finance and their cost to determine the lowest cost
while borrowing fund.

CLO 3: To know the importance of dividend decision for the company while raising capital.

CLO 4: To assist in optimum investment decision making and analyse the impact of change on
risk and return of company’s investment decision.

Teaching Pedagogy: Teachers are expected to impart knowledge along-with traditional

teaching through new and innovative pedagogical approaches like Reading, Group
Discussions, Lectures, Assignments, Quizzes, Tests, Case Studies, Presentations, Participation
in academic and extra – curricular activities
Unit Topics No. of Hours Weightage

1 VALUATION OF SECURITIES (NUMERIC) 15 30%

Concept of value, Importance of Valuation, Bond Valuation:
Basic bond valuation, semi-annual interest payment, effect
of relation between required rate of return & coupon rate
on bond values, effect of years to maturity on bond values,
yield to maturity, perpetual bonds. Equity valuation:
Dividend capitalization (Single period/ Multi period),
Earnings capitalization Techniques (Numeric).

2 COST OF CAPITAL AND CAPITAL STRUCTURE(NUMERIC) 13 25%

Meaning & significance, Explicit & implicit cost, Cost of debt,
equity and retained earnings, Cost of equity through
dividend capitalization approach, CAPM & earning price
method, Weighted average cost of capital. Meaning and
Significance of Capital Structure, Components of Capital
Structure, NI, NOI and MM approach of Capital Structure.

3 DIVIDEND POLICY 11 20%

Meaning of dividend, forms of dividend, stable and unstable
dividend policy, Factors affecting dividend policy. types of
dividend dates – Ex date, due date, announcement date
The irrelevance of dividends: MM hypothesis, Relevance
of dividends: Walter's model, Gordon’smodel.
Numerical: MM hypothesis, Walter's model, Gordon’s
model
 INVESTMENT DECISION UNDER RISK &
13 25%
4. UNCERTAINTY(NUMERIC)
Significance, Measurement of risk, Sensitivity Analysis,
Simulation Analysis, Risk Evaluation: - Risk-adjusted
Discount R-4 method, Certainty equivalent method,
Decision- tree approach.

Books:

Sr. No. Title of the Book Authors Publication and Edition

1 Financial Management I.M. Pandey Vikas Publishing House Pvt. Ltd, 11e
2 Financial Management P K Jain and M Y Khan Tata McGraw-Hill Publication

3 Financial Management Prasanna Chandra Tata McGraw Hill Publication.

– Theory and Practice

Assessment Pattern:

Continuous In-Semester Evaluation End Semester Examination

(Internal Evaluation) (External Evaluation)

40 Marks 60 Marks

Internal Evaluation:

Mid Semester Examination 10 Marks

Quiz (At the end of each module) 05 Marks
Assignments (Minimum 2 Per course) (Class Assignment / Home 10 Marks
Assignment / Seminar / Presentation / Poster presentation)/ or any other
component designed by the instructor
Live/ Practical Assignment /Case Study / Role Play/ Statistical Report 05 Marks
Analysis/ Portfolio Building / Field Assignment
Attendance 10 Marks
Total Continuous Evaluation 40 Marks
 Course Code: BMBA12513 Semester: V
Name of the course: Employee Relations Credits: 4
Course Type: Managerial Elective Duration: 52 hours

Course Description:

This course is designed to explain the processes used to maintain effective and
cordial relationships between employees and management. The focus is to
understand the role of all the actors in maintaining smooth Industrial Relations. The
course explores various strategies of preventing and settling industrial disputes.

Course Objectives:

 To understand the concepts of Industrial and Employee Relations

 To explore the role of trade union in maintaining Industrial Relations

 To describe the importance and strategies of effectual collective bargaining

 To explore the role of labour welfare, social security and labour code in
employee relations

Course Learning Outcomes:

This course will enable students to:

CLO 1 Understand the importance of smooth industrial relations

CLO 2 Assess the role and condition of trade union in India
CLO 3 Examine the shift from Industrial relations to employee relations
CLO 4 Understand Strategies of collective bargaining
CLO 5 Learn the strategies to prevent and settle the industrial dispute
CLO 6 Recognize the role of labour welfare and social security in IR
CLO 7 Understand the labour codes in India

Teaching Pedagogy: Teachers are expected to impart knowledge along-with

traditional teaching through new and innovative pedagogical approaches like
Reading, Lectures, Class room activities, Assignments, Quizzes, Tests, Case Studies,
Presentations, etc.
 No. of
Module Topics covered Weightage
Lectures
1 Introduction to Industrial Relations (IR)
◘ The evolution of IR ◘ Definitions ◘ Factors
influencing IR ◘ Objectives ◘ Essential features
of IR ◘ Participants of IR System ◘ Basic
characteristics of IR system in India ◘ Impact of
ILO on Indian Labour Relations ◘ Challenges to
IR
13 25%
Trade Unionism and Trade Unions
◘ The concept of Trade Unionism ◘ Reasons for
joining a Trade Union ◘ Objectives of Trade
Unions ◘ Functions of Trade Unions ◘
Classification of Trade Unions ◘ Rights of
recognised trade union ◘ Problems of Trade
Unions
2 From Industrial Relations to Employee
Relations (ER)
◘ Shift in focus from IR to ER ◘ Definition of ER
◘ Why Employee Relations Management? ◘
Factors influencing ERM ◘ Principles of 13 25%
effective ERM ◘ Scope of ER ◘ Objectives of ER
◘ Conditions for healthy ER ◘ Measures for
promoting ER ◘ Role of ER manager ◘ The
future of ER ◘ Conducting Domestic Enquiry
3 Collective Bargaining
◘ Meaning and definition ◘ Importance of
Collective Bargaining ◘ The collective 13 25%
bargaining process ◘ Productivity Bargaining ◘
Cases of productivity bargaining in India ◘
 No. of
Module Topics covered Weightage
Lectures
Collective agreements ◘ Hurdles to collective
bargaining in India
Industrial Dispute: Prevention and Settlement
◘ Industrial disputes and its causes ◘ Different
forms of strike ◘ Management actions to
counter strikes ◘ Types of disputes ◘ The
classification of disputes ◘ Prevention of
industrial dispute ◘ Settlement of industrial
dispute
4 Labour welfare and Social Security
◘ Concept of labour welfare ◘ Objectives of
labour welfare ◘ Types of labour welfare ◘
Concept of social security ◘ Social security for
unorganised workers
13 25%
Labour Codes
◘ Industrial Relations (IR) Code, 2020 ◘ The
Code on Wages, 2019 ◘ Social Security Code,
2020 ◘ OSH Code (Occupational, Safety, Health
and Working Conditions Code) – 2020

Books:
Sr. No. Title of the Book Authors Publication and
Edition
1 Employee Relations Singh, P N; Pearson Education,
Management Kumar, Neeraj Latest Edition
2 Industrial Relations and Gosh, Piyali; McGraw Hill, Latest
Labour Laws Nandan, Shefali Edition
 3 Industrial Relations, Sinha, P. R. N.; Sinha, Pearson Education,
Trade Unions, and Indu Bala and Third Edition
Labour Legislation Shekhar, Seema
Priyadarshini

Assessment Pattern:
Continuous In-Semester Evaluation End Semester Examination
(Internal Evaluation) (External Evaluation)
40 Marks 60 Marks

Internal Evaluation:
Mid Semester Examination 10 Marks
Quiz (At the end of each module) 05 Marks
Assignments (Minimum 2 Per course) (Class Assignment / Home 10 Marks
Assignment / Seminar / Presentation / Poster presentation)/ or any
other component designed by the instructor
Practical Assignment (One per course) Case Study / Role Play/ 05 Marks
Statistical Report Analysis/ Portfolio Building / Field Assignment
Attendance 10 Marks
Total Continuous In-semester Evaluation 40 Marks
Course Code: BMBA14514 Semester: V
Course Name: Summer Internship Credits: 4
Course Type: Professional Ability and Skill Enhancement Course Duration: 6-8 Weeks

OBJECTIVES
SIP is designed for students to:
• Transfer their analytical, integrative, team skills honed in the classroom to the
workplace;
• Understand the complexities of the corporate world first hand;
• Identify opportunities for networking with people in industry/ corporates/
organizations;
• Aim for pre-placement offers where feasible/appropriate.

DURATION
SIP is scheduled during the summer between the Second and the Third year. It generally
spans for six to eight weeks.
Beginning Stage
a) Every student will be allotted a faculty mentors (FM) from college. The FM will be
the friend/philosopher/guide to the student during SIP. Any problem related to
SIP faced by the student must be reported to his/her FM only.
b) Every student must submit an Initial Internship Report (IIR) on or before the
second Monday post starting of internship to his/her faculty mentor (FM).
During SIP
a) Students will abide by the applicable policies and norms of the Organization
during the period of internship.
b) The students are expected to first understand the organization and the
industry/field in which the organization is operating, in order to make a
meaningful difference with the quality of his/her work.
c) The organization has the right to terminate students from the internship at any
time due to inappropriate behaviour and/or non-cooperation with the internship
process and/or continued non-performance in assignment or any other reason
the organization deems fit.
d) Therefore, it is strongly advised that a student takes this internship with utmost
seriousness.
e) The students are expected to concentrate on the specific topic of study, its
objectives, its rationale, and adopt a methodology and identify a suitable analysis
procedure for the completion of the study.
f) It is expected that all students will adhere to the proper standards of intellectual
honesty and professional propriety in their conduct.
 g) Students are advised not to do anything directly or indirectly which may create a
poor impression about the University or BRCM College. Any student found
disregarding any of the norms would be liable for disciplinary action, including
rustication depending upon this verity of the offence.
h) The students should abide by the dress code and other professional norms of their
internship organization. Punctuality is a quality that is appreciated by
professionals across all organizations.
i) The students should ensure that the data and other information used in the study
report is obtained with the permission of the institution concerned.
j) Every student must submit an Internship Progress Report (IPR) (Exhibit II) on
every alternate Monday post submission of IIR tohis/her faculty mentor (FM).
Completion Stage
a) At the end of the internship, the student intern shall prepare Internship
Completion Report (ICR).
b) The student may be required to make a presentation to the Industry Mentor (IM).
After completion
a) The student intern shall submit the SIP Report (including completion certificate)
to the Faculty Mentor within 1 week of commencement of the Fifth semester.
b) The student must make a detailed presentation before the faculty committee on
SIP at the beginning of Fifth semester.
FACULTY SUPERVISION, REPORTING & EVALUATION
a) The FMs are to ensure that the interns can deliver as expected and explore the
possibility of converting the SIP opportunity into a long-lasting association,
collaborations for research, executive education, and consultancy projects etc.
b) During the internship, the student intern may seek telephonic / email
interactions with FM to receive support if necessary.
c) Completion of the summer internship is a degree-awarding requirement for the
BBA program of BRCM College of Business Administration, Sarvajanik University.
For any foreseeable or unforeseeable reasons, if a student is unable to complete
the internship in the intended year, he or she should be allowed to complete the
internship requirements at the end of the requisite course work of the program
he or she has enrolled for. It should be noted that as SIP is a Professional Ability
and Skill Enhancement Course, non- completion of SIP would entail No degree.
d) Absenteeism, premature abandonment, non-submission of reports, misconduct
at the workplace, unprofessional behaviour, etc. are non-exhaustive examples of
serious misconduct during the program. In case the student intern is found to
have indulged in serious misconduct, the student intern is liable for any of the
punitive actions, including cancellation of internship or rustication from the
program/university, depending on the severity of inappropriate conduct.
EVALUATION OF SIP
The internship evaluation will have three components:
a) The report will be assessed by both FM and external viva taker for content and
compliance. These will carry 20 marks and 20 marks respectively towards the
final evaluation.
b) The Presentation will be assessed by FM and external viva taker for content
presented. These will carry 10 marks and 20 marks respectively towards the final
evaluation.
c) The Viva-voce will be carried at the time of presentation by both FM and external
viva taker for knowledge gained and clarity about different departments. These
will carry 10 marks and 20 marks respectively towards the final evaluation.

Topics to be covered for Summer Internship Project

Chapter 1: Executive Summary:

• Summary of whole report (Should not be more than 3 pages)

Chapter 2: Industrial Sector Profile:

• Brief description of particular industry.
• Different Companies in that industry sector.
• PESTEL Analysis.
• Top 10 Companies and market share of each company in the same industry sector.
• Growth & Opportunities in industry sector.
• Share of that particular industry sector in total.

Chapter 3: Company Profiles:

• Name & Location of Company
• Name & Location of other branches
• Year of Establishment
• Brief History
• Name of Founders and Promoters
• Vision Statements
• Mission Statement and Values statement
• Organizational Structure / Hierarchy (if available) (along with diagram, also
explain the same in brief)
• Controlling System (if available)
• SWOT analysis of the companies (individually)
• Any other specific detail
Chapter 4: Production / Operations Department

If Manufacturing Firm is there

• Production and Operations process.
• Turnover in terms of units manufactured
• Plant Location analysis
• Inventory Policies and its model used by the company
• Layouts used
• Production plan and scheduling
• Products Produced
• Raw materials used
• Machines / Equipment used
• Process used (Process in brief)
• Quality Maintenance and standards
• Specific Operations policies for production
• Services provided
• Any other
o Man -Machine calculation.
o allowances to production staff for different times.

If Service Firm is there

• Core Service
• Supplementary Services
• Role of Employees
• Various Equipment being used
• Distribution Channel Used
• Service Process / Blueprint
• Quality Maintenance
• Specific Operations policies for service
• Calculation of Service Pricing
• Physical Evidences used
• Any other
o Calculation of Man power for continuous availability of workforce.
Chapter 5: Marketing Management
• 4Ps of Marketing with competitors 4Ps (At least 3 Competitors)
• Other possible segments which can be targeted
• Identify the types of goods and services
• Identify the Target Market
• Identify the points of difference for each company
• Identify the market share and served market share of the company
• Process of packaging and labeling
• Alternative distribution channels (if any)- Justify it
• Factors influencing consumer/business buying
• Pricing methods used and price discrimination
• Identify the promotional / marketing tools used by the company
• Change in marketing practices/strategy due to / during pandemic
• Ethical issues in marketing (if any observed)
• Sales force management, Types of intermediaries.

Chapter 6: Financial Management:

• Analysis of financial statements (At least last 3 years):
o Prepare Comparative Statement, Trend Analysis and Common size
statement of company and write its interpretation.
o For the company calculate all the ratios (Discussed during the subject of
Management Accounting), For individual ratios, write its interpretation
(individual charts can be prepared for selected ratios).
• Calculate Working Capital requirement and change in working capital
requirement of all the companies and their comparison.
• Calculate Operating cycle for two years for all the companies and make the
comparison.
• Identify whether companies are declaring the dividend or not. If so, calculate the
various dividend related ratios e.g., Dividend per Share, Dividend Payout Ratio,
Retained Earnings Ratio.
• Calculate the Operating leverage, financial leverage and Combined leverage of all
the companies and do the comparison.
• Collect the information regarding CSR activities done by the company and tally
its expenses from the profit and loss account.
• Different Accounting Standards followed by company based on guidelines of
Income Tax act.
Chapter 7: Human Resource Management
• Company's vision and mission about their employees, core values of the
organization
• Applicability of labor codes to the organization
• Provisions applied by the organization
• Recruitment initiatives taken by the organization
• Process of Recruitment using their website
• Job analysis of different positions (Hint: refer to job openings on their website)
• Training initiatives taken by the organization
• Employee benefits and facilities
• Health and safety related programs and practices
• Diversity, Equality and inclusion practices done by the organization
• CSR practices of the organization
• HR practices used as a part of their sustainability initiatives
• Transformations in HR department due to COVID 19 pandemic in the
organization
• Any news appeared in international or national media/newspapers due to the
company's HR policies, practices and system in the last five years.
• Performance evaluation methods, its techniques
• Promotions and transfer policies
• Employee discipline rules and policies, grievance redressal system
• HRIS used by the company
• Employee separation functions
• Salary sleep Performa and other documents related to HR

Chapter 8: Learning’s & Value Addition:

• Learning’s & Value addition during training.
• Difference between practical exposure and theoretical work.
• Challenges faced by you during your internship.
• Usefulness of training should also be highlighted.

Chapter 9: Recommendations & Suggestions:

• The suggestions which you would like to give to company related to:
○ Their operations & functions.
○ The techniques and methodology.
○ Their policies & program where there is a need for improvement.
Annexure:
As required.
 STRUCTURE OF SUMMER TRAINING REPORT

Sr. No. Particulars

1 Title Page
2 Report Completion Certificate (College and Company)
3 Declaration
4 Acknowledgements
5 Index
6 Chapters 1 to 9
7 Bibliography
8 Annexure

FORMATTING GUIDELINES
• Font Type: Times New Roman
• Font Size (Main Heading): 16
• Font Size (Sub Heading): 14
• Font Size (Body Text): 12
• Line Spacing: 1.5
• Alignment: Justified
• Margin: Left Side 1.5 Inch., Right side 1 Inch, Top and Bottom 1 Inch.
• Page Number in Footer and on right side.
• Name of College in footer with Left alignment.
• Name of Sector / Company in Header with left alignment.
• References: APA Style.
• Copies: All Hard Bound, 1 for College (Black Cover) and 1 each for each student
(Must be available at the time of viva / Presentation)