SHRI GOVIND GURU UNIVERSITY

SYLLABUS
(IN EFFECT FROM JUNE 2018 TILL FURTHER NOTIFICATION)

B.Com Syllabus

Semester-5
Subject : CC 302 Marketing Management in Practice
Unit 1: Services Marketing & Customer Relationship Management
- Services Marketing in Indian Context
- Meaning, Tasks and Benefits of CRM
- Loyalty Programmes, Relationship Markeitng and CRM
- Designing and operating a CRM Programme
- Components of a CRM Programme
- Significance of Customer Selection and order Selection
- Measuring customer satisfaction

Unit 2: Retailing in India

- Nature and Scope of Retailing
- Main Activities in Retailing
- Retailing in India - The Contemporary Scene, Growth and formats.
- Spread of Retail chain in India
- Spread of Shopping malls in India

Unit 3: Rural Marketing in India

- Significance of Rural Marketing
- Rural Marketing Environment : Consumer, Demand and Drivers
- Challenges and Solutions in delivering values in the rural Market.
- Segmentation
- Product and Pricing Strategy
- Distribution
- Sales Force Management
- Marketing Communication

Unit 4: Case studies in Marketing

- Objectives of the case method
- Benefits of the case method
- Developing a case study
- Cases (1) Gujarat State Tourism Development Corporation Ltd.
(2) RUDI - The Gujarat model of Rural Distribution Network
(3) FMGC in Small packs are driving Sales in rural India

Note for Unit -4 : Question From cased should be asked as an option to

part A of Q-4 (6 Marks)
 SHRI GOVIND GURU UNIVERSITY
SYLLABUS
(IN EFFECT FROM JUNE 2018 TILL FURTHER NOTIFICATION)

B.Com Syllabus

Semester-6
Subject : CC 307 Fundamental of Financial Management
Unit 1: Finance Function and Financial Planning
Meaning, importance and scope of financial management financial goals; profit
versus value maximization. Finance function; relationship between finance
function and other functional areas of management, role of finance manager,
meaning of financial planning and steps in financial planning.

Unit 2: Capitalization and Capital Structure

Capitalization:
Meaning, effects and remedies of under capitalization, over watered stock.
Capital Structure:
Meaning, importance and determination of capital structures, Trading on equity:
meaning, benefits and risks, operating leverage and financial leverage: meaning
and degree of combined leverage(no numerical), sources of long term finance:
equity debenture and preferences Shares: meaning, advantage and limitations of
each.

Unit 3: Working Capital Management

Concepts and types of working capital factors determining working capital
requirement. Principles of working capital management, components of working
capital; cash receivables, inventory, creditors, bank over draft and others,
disadvantages of inadequate working capital.
-
Unit 4: Cost of Capital and Capital Budgeting
Cost of Capital:
Meaning and importance, Computation of cost of capital for debentures or bonds,
equity and preference capital and retained earnings, weighted cost of capital.
Capital Budgeting : Meaning, characteristics, process, techniques, meaning, utility
and limitations of various methods, Average rate of return, pay back period, net
present value and PI.

References 1. Elements of Financial Management, by S.N.Maheshwari

2. Principles of Financial Management, by N.P.Agrawal, R.K. Tailor, Pioneer
publications 2008
3. Working Capital Management, by N.P.Agrawal, B.K.Mishra RBSA publishers
4. Financial Management by P.R.Kulkarni, B.G.Satyaprasad, Himalaya publishing
house.
5. Financial Management by S.C. Kuchhal
 SHRI GOVIND GURU UNIVERSITY
SYLLABUS
(IN EFFECT FROM JUNE 2018 TILL FURTHER NOTIFICATION)

B.Com Syllabus
Semester-5
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;\NE" o 1. Marketing Management Global Perspective Indian Context by V.S.
Ramaswami and S.Namakumari Macmillan
2. Case studies in Marketing - The Indian Context by R.Shrinivasan PHI
learning Pvt.Ltd.
3. Rural Marketing - Text and cases by S.G.Krishnamachary and Lalitha
Ramakrishnan - Person Education.
 SHRI GOVIND GURU UNIVERSITY
SYLLABUS
(IN EFFECT FROM JUNE 2018 TILL FURTHER NOTIFICATION)

B.Com Syllabus
Semester-6
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;\NE" o 1. Elements of Financial Management, by S.N.Maheshwari

2. Principles of Financial Management, by N.P.Agrawal, R.K. Tailor, Pioneer
publications 2008
3. Working Capital Management, by N.P.Agrawal, B.K.Mishra RBSA publishers
4. Financial Management by P.V.Kulkarni, B.K. Satyaprasad, Himalaya
Publishing House.
5. Financial Management by S.C. Kuchhal