Lingaya's Vidyapeeth

Bachelor of Business Administration (Honours) - Business Analytics

(Three- Year Full Time Programme)

w.e.f 2018-19

PROGRAMME STRUCTURE & SYLLABUS

Village- Nachauli, Jasana- Faridabad Road, Faridabad

www.lingayasvidyapeeth.edu.in

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Sl. No CONTENT PAGE NO.
1 About the Programme
2 English
3 Quantitative Methods-I
4 Financial Accounting
5 Principles of Management
6 Management Information Systems (MIS)
7 PDCR-I
8 Communication for Business
9 Organizational Behaviour
10 Managerial Economics
11 Marketing Management
12 Environmental Studies
13 PDCR-II
14 Quantitative Methods-II
15 Data Visualization and EXCEL
16 Research Methods
17 Data Base Management System
18 Data Mining and Warehousing
19 Introduction to Business Analytics
20 Financial Management
21 Project Management
22 Enterprenuership
23 Statistical Data Modelling Using R
24 Cyber Law
25 HR Analytics
26 Marketing Analytics
27 Summer Project
28 Big Data Analytics
29 Supply Chain Analytics
30 Fianancial Analytics
31 Strategic Management

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 About the Programme

BBA- Business Analytics

Business Analytics is very essential in today’s corporate sector. This specialization not only provides
a thorough grounding in areas of analytics, modeling, predictive analytics, and quantitative
techniques but also thoroughly grounded in the framework of liberal studies to provide insights into
human and organisation dynamics.

Program Objectives

 Observe and interpret data sets to uncover potential opportunities.

 Apply best practices to analyze, evaluate and recalibrate large sets of data to achieve optimal
decisions.
 Apply business theories and concepts to practical problems and analyze corporate data for a
variety of business purposes at top consultancy firms
 Build models for projects and business plans based on predictive analysis, operative
environment and business aims.

Course Structure BBA Honours (Business Analytics)

(2018-19)
UNDER CBCS PATTERN

SEMESTER COURSE COURSE TITLE COURSE COURSE

CODE TYPE CREDIT
BBABA-1.1 English AEC-I 4
BBABA-1.2 Quantitative Methods-I GEC-I 6
BBABA-1.3 Financial Accounting CC-I 6
SEMESTER-I BBABA-1.4 Principles of Management CC-II 6
BBABA-1.5 Management Information Systems (MIS) GEC-II 6
BBABA-1.6 PDCR-I SEC-I 1
Total Credit in Semester-I 29
BBABA-2.1 Communication for Business SEC-II 2
BBABA-2.2 Organizational Behaviour CC-III 6
BBABA-2.3 Managerial Economics CC-IV 6
SEMESTER-II BBABA-2.4 Marketing Management CC-V 6
BBABA-2.5 Environmental Studies AEC-II 4
BBABA-2.6 PDCR-II SEC-III 1
Total Credit in Semester-II 25
SEMESTER-III BBABA-3.1 Quantitative Methods-II GEC-III 6
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 BBABA-3.2 Data Visualization and EXCEL GEC-IV 6
BBABA-3.3 Research Methods CC-VI 6
BBABA-3.4 Data Base Management System CC-VII 6
Total Credit in Semester-III 24
BBABA-4.1 Data Mining and Warehousing CC-VIII 6
BBABA-4.2 Introduction to Business Analytics CC-IX 6
BBABA-4.3 Financial Management CC-X 6
SEMESTER-IV
BBABA-4.4 Project Management CC-XI 6
BBABA-4.5 Enterprenuership SEC-IV 2
Total Credit in Semester-IV 26
BBABA-5.1 Statistical Data Modelling Using R CC-XII 6
BBABA-5.2 Cyber Law AEC-III 2
SEMESTER-V BBABA-5.3 HR Analytics DSE-I 6
BBABA-5.4 Marketing Analytics DSE-II 6
BBABA-5.5 Summer Project SEC-V 2
Total Credit in Semester-V 22
BBABA-6.1 Big Data Analytics CC-XIII 6
BBABA-6.2 Supply Chain Analytics DSE-III 6
SEMESTER-VI
BBABA-6.3 Fianancial Analytics DSE-IV 6
BBABA-6.4 Strategic Management CC-XIV 6
Total Credit in Semester-VI 24
Total Credit 150

Semester-I
BBABA-1.1 ENGLISH
(THEORY & LAB- 30+10=40 HOURS )

Objective The Course

The objective of the course is to develop English Language Proficiency, Creative Expressions & Critical
Thinking among the students. While the focus is on enhancing the students’ LSRW skills, there is also
emphasis on developing the learners’ analytical, critical & creative thinking. The learning material prescribed
is interactive and is on task-based and skill-oriented. The pedagogy is participative & the use of technology &
audio-visual aids will be used throughout the course. The tasks are designed with skills in focus but they are
not prescriptive and may be modified depending on the requirements of the target group. The desired skills
will be better practiced in the Language Lab. Every student will get a lab exposure of 10 hours. Besides, the

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students will develop real-life learning from the Sample Projects which they will carry out in groups beyond
their classroom.

Learning Outcomes

1. Developing Skills for Listening, Speaking, Reading & Writing

2. Summarizing & Collating Information
3. Expressing Creatively
4. Analysing Critically

Pedagogy- Interactive Method, Case Study Method, Writing Workshops, Audio-Visual Method, Peer & Self
Review, Practice in Language Lab

Activities- Writing Assignments (Individual & Group), Group Discussion, Presentation, Role-play, Class
Discussion & Group Project

Scheme of Evaluation: Out of 100 marks, 30 marks will be internal/Lab & 70 marks for the end-semester
exam. Internal evaluation will be continuous & through written/oral tests in Lab, Assignments

UNIT-I

Developing Writing Skills: Sequencing Ideas & Thoughts, Writing Clear & Coherent Paragraphs, Expository
Writing, Writing Creatively, Dialogue Writing, Brain-storming & Working Collaboratively, Reading-
Understanding the Story-line, Learning to Summarize, Responding to News Headlines, Preparing for
Interview, Building Word Power: Synonyms & Antonyms

UNIT-II

Listening & Interpreting, Forming & Expressing Opinion, Interpreting Visual Texts, Observing &
Interpreting, Describing Cities & Places, Using Words with Precision, Comprehending & Critical Reading,
Reading for Comparison, Integrated Learning, Word Order & Vocabulary

UNIT- III

Speaking Impromptu, Responding Within a Minute, Just A Minute Speech, Narrating an Event, Debating,
Role-playing on Seeking & Giving Advice, Giving Suggestions, Reading & Understanding Perspectives,
Examining Reports, Listening & Critical Thinking, Grammar Focus- Reported Speech

UNIT-IV

Making Short purposeful Conversations both in informal & Formal Contexts, Selective Listening, Listening
Critically & Responding to a Case-study, Discussing & Writing Short Passages on Contemporary Social
Problems, Researching & Synthesizing, Rewriting a Newspaper Report, Reading & Analysing Creative
Writing, Using Phrasal Verbs & Understanding Anagrams

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UNIT-V

Phonetics- Speech Sounds, IPA, Stress & Intonation, Dealing with Problem Sounds & Common Errors in
pronunciation

LAB OUTLINE

LAB1- Listening Skills & Note-making

LAB2- Speaking Skills

LAB3- Reading Skills

LAB4- Writing Skills

LAB5-Phonetics ( IPA, Correcting MTI, Stress & Intonation)

Doing Projects in small groups from the Sample Topics & Submitting Reports:

Text Book

1. Foundation Course: Language, Literature & Creativity, Orient Black Swan, 2018, University of Delhi

Reference Book

1. Communication Skills by Sanjay Kumar & Puspa Lata, 2018 Edition, OUP, New Delhi

BBABA-1.2 QUANTITATIVE METHODS 1

Objective the Course

To make the students understand the basic concepts in the areas of Business Mathematics and
Operations Research. This course also aims to equip the students independently solving of business
problems using Mathematical and Optimization Techniques.

UNIT-I
Functions And Their Applications
Functions, Domain and Range of a function, Types of functions, Linear and Quadratic functions,
Some Special Functions.

UNIT-II
Matrices And Equations
Matrices: Matrices and Types, Operations on matrices, Determinant of a Square Matrix, Inverse of a
Square Matrix, Linear Equation: System of linear equations, solution of system of linear equations by
Cramer’s Rule.
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UNIT-III
Differential And Integral Calculus
Limits and continuity: Limit of a function, continuous functions, limit of a sequence. Differentiation
and derivatives: Derivative, Basic laws of derivative, Applications. Maxima and minima of
functions: Maxima and Minima, Applications. Integral Calculus: Integral, Integration by parts,
Applications.

UNIT-IV
Linear Programming Problem
Introduction to OR, Applications of OR, Introduction to LPP, Formulation of LPP, Graphical
Method and Simplex Method of Solving LPP.

UNIT-V
Transportation And Assignment Problem
North West Corner Rule (NWCR), Least Cost Method (LCM), Vogel’s Approximation Method
(VAM), Optimality Test (Stepping Stone, MODI Method). Assignment Problem: Concept,
Hungerian Method of Solving Assignment Problem

Text Books

1. M. Raghavachari: Mathematics for Management. An Introduction, Tata McGraw Hill, New

Delhi, 2016
2. Qazi Zameeruddin, V.K. Khanna, S.K. Bhambri: Business Mathematics, Vikas publishing
House, New Delhi.
3. Kanti Swarup, Gupta and Mohan – Operation Research, Sultan Chand & Sons, ND, 2017
4. J. K. Sharma. – OR Theory and Applications , Macmillan, Delhi, 2016.

BBABA-1.3 FINANCIAL ACCOUNTING

Objective of the Course

To understand basic terms in the areas of financial accounting. This course also aims to equip the
students independently solving accounting related issues.

UNIT- I
An Introduction: Objects and functions of accounting, Accounting as the language of business,
Branches of accounting, Systems of Accounting- single entry and double entry systems, Accounting
Concept and conventions,
Accounting Cycle, Classifications of accounts, Recording Business Transaction, journalizing, Rules
of Journalizing, Ledger, Ledger posting.

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UNIT- II
The preparation of Trial Balance, objects in drawing up a Trial Balance, Defects of Trial balance.
Capital and Revenue Expenditures and Receipts.Errors & their rectification

UNIT – III
Preparation of Final Accounts- Trading, Profit & Loss Account & balance Sheet-Simple & with
Adjustment, Manufacturing Account.

UNIT – IV
Depreciation Accounting and Policies: The concept of Depreciation. Depreciation Methods.
Accounting for Depreciation. Computer based financial Accounting.

UNIT-V
Issue & Forfeiture of shares-meaning, types of shares-Preference Shares & Equity Shares-Issue of
shares at par, at premium and at discount, Pro-rata allotment, Forfeiture of shares. Journal Entries,
Preparation of Bank Account & Preparation of Balance Sheet in vertical form.

Text Books
1. S.P. Jain, K.L. Narang – Financial Accounting. Kalyani Publishers. New Delhi
2. A. Mukherjee, M. Hanif – Modern Accountancy (vol. 1) Tata McGraw Hill
Publishing Company New Delhi
3. T.S. Grewal Introduction to accountancy, S. Chand & Company New Delhi
4. Dr. Jawaharlal – Accounting for Management. Himalaya

BBABA-1.4 PRINCIPLES OF MANAGEMENT

Objective of the Course

This course will provide students with: Understanding the basic management processes in
organizations, Develops the knowledge in connection to basic management

UNIT-I
Introduction To Management And Organizations
Definition of Management – Science or Art – Manager Vs Entrepreneur – types of managers -
managerial roles and skills – Evolution of Management – Scientific, human relations , system and
contingency approaches – Types of Business organization – Sole proprietorship, partnership,
company-public and private sector enterprises – Organization culture and Environment – Current
trends and issues in Management.
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UNIT- II
Planning
Nature and purpose of planning – planning process – types of planning – objectives – setting
objectives – policies – Planning premises – Strategic Management – Planning Tools and Techniques
– Decision making steps and process.

UNIT- III
Organising
Nature and purpose – Formal and informal organization – organization chart – organization structure
– types – Line and staff authority – departmentalization – delegation of authority – centralization and
decentralization – Job Design – Human Resource Management – HR Planning, Recruitment,
selection, Training and Development, Performance Management , Career planning and management.

UNIT- IV
Directing
Foundations of individual and group behavior – motivation – motivation theories – motivational
techniques – job satisfaction – job enrichment – leadership – types and theories of leadership –
communication – process of communication – barrier in communication – effective communication –
communication and IT.

UNIT- V
Controlling
System and process of controlling – budgetary and non-budgetary control techniques – use of
computers and IT in Management control – Productivity problems and management – control and
performance – direct and preventive control – reporting.

Text Books
1. Stephen A. Robbins & David A. Decenzo& Mary Coulter, “Fundamentals of Management”,
7th Edition, Pearson Education, 2011.
2. Robert Kreitner & MamataMohapatra, “Management”, Biztantra, 2008.
3. Harold Koontz & Heinz Weihrich “Essentials of management” Tata Mc Graw Hill, 1998.
4. Tripathy PC & Reddy PN, “Principles of Management”, Tata McGraw Hill, 1999.

BBABA-1.5 MANAGEMENT INFORMATION SYSTEMS

Objectives: After studying this course learners will be able to:

1. Understand the basics of Computers hardware and software
2. Know the tools and techniques of MS-Office.
3. Experience the documentation using Microsoft Office Packages

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.
UNIT- I

Organisations and Computing

Introduction, Modern Organisation-IT enabled- Networked-Dispersed- Knowledge Organisation, Information

Systems in Organisations, The role of internet, Web

MS-Office
Spreadsheets Software: Basic concepts, working with worksheet - editing and formatting,
understanding cell referencing - absolute, mixed, relative, using formulas - statistical, mathematical,
logical, financial, working with charts. , Working with MS-Word, MS-Power Point

UNIT - II

Managing Information Systems in Organisations

Introduction, Managing in the Internet Era, Managing Information Systems in Organisation-the IT interaction
model, Challenges for the manager-what information to build?-how much to spend on information systems?-
what level of capabilities should be created with information systems?-how centralized should the services
be?-what security levels are required?-what is technology road map for the organization?

UNIT- III

Data and Information

Introduction, data and information- measuring data, information as a resource, information in organisational
functions, types of information technology, types of information systems- transaction processing systems-
management information systems

UNIT- IV

Decision making and Communication

Introduction, Decision making with MIS-Tactical decisions-operational decisions-strategic decisions,

communication in organisations- types of communication- examples of communications in organisations-
decision making with communication technology

UNIT-V

Business Process Integration with IT

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Introduction, Business Process Integration- Business processes-example of a complex process, Motivation for
Enterprise Systems, Enterprise Resource Planning systems- finance and accounting module-human resource
management module-manufacturing and operations module- sales and marketing module.

Text Book
1. P.K.Sinha -Computer Fundamentals –– BPB Publications
2. Management Information System: Davis and Olson,2016
3. MIS : Bidgoli, Chattopadhyay ,Cengage Learning,2016
References
1. Computer Applications in Business and Management -Margham Publication-Ananthi
Sheshasayee
2. Microsoft Office 2013 Step by Step- Beth M-PHI/EEE Publications
3. MIS : James O’Brien,2015

BBABA-1.6 PERSONALITY DEVELOPMENT AND CORPORATE REAADDINESS-I

Objective: The course intends to instil certain qualities and language abilities in the undergraduate
students to give them a fine personality required in corporate setup.

Introducing Self: HOWs, Problem phrases, Things to include in formal and informal introduction.
Introducing others: Formal and Informal: HOWs and WHATs.
Understanding Self: Self Evaluation: Identifying one’s own strengths and weaknesses, Self-
awareness for thoughtful and sensible response to manage day-to-day responsibility.
Motivation: Meaning, Types, Importance, Role, Factors influencing Motivation
Attitude: Understanding attitude, developing positive attitude, factors influencing Attitude,

Text Books
1. Gopalswamy Ramesh and Mahadevan Ramesh- The Ace of Soft Skills, Tenth Edition,
Pearson (India), 2017
2. S P Dhanavel- English and Soft Skills, Orient Black Swan, 2017
3. Peggy Klaus, The Hard Truth about Soft Skills.
4. The Time Trap : the Classic book on Time Management by R. Alec Mackenzie

Semester-II

BBABA-2.1 COMMUNICATION FOR BUSINESS

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Objectives of the Course

To develop Business Communication Skills among the students, primarily focusing on the communication
skills of the management students.

Learning Outcomes

At the end of this course, students should be able to get adequate exposure to various forms & practices of
Business Communication. That apart, students will be able to:

1. Understand the process & principles of Communication & Non-verbal Communication

2. Develop the skills for Group Discussions, Interview & Presentation

Pedagogy- Interactive Method, Case Study Method, Writing Workshops, Audio-Visual Method, Peer & Self
Review

Activities-Case Study Discussion & Analysis, Writing Assignment – Individual & Group, Group Discussion,
Presentation

Scheme of Evaluation: Out of 100 marks, 30 marks will be internal/Lab & 70 marks for the end-semester
exam. Internal evaluation will be continuous & through written test, exercises, assignments & GDs

UNIT-I
COMMUNICATION & NON-VERBAL COMMUNICATION

Communication- Nature & Process, Barriers in the Communication Process & Ways to Overcome
the Barriers, Role of Audience & Feedback, Characteristics & Classification of Non-verbal
communication, Facial Expressions & Other Body Language, Guidelines for Developing Appropriate
Non-verbal Communication in Social & Professional Contexts, Use of Technology in Business
Communication

UNIT-II
PRESENTATION SKILLS

Oral Presentation, Planning & Preparation, Non-verbal Communication during Presentation, Visual
Aids in Presentation, Handling Stage Fright & Handling Questions, Use of Business English, Key
Expressions & Phrases

UNIT-III
GD & INTERVIEW SKILLS

Types of Interview and Interview Questions, Important Non-verbal Aspects, Using Proper Verbal &
Non-verbal Cues, Planning & Preparing for GD, Participating & Improving Group Performance,
Non-verbal Communication & Behavioral Skills in GD, Active Listening, Opening & Closing or

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Summarization of GD, Useful Expressions during GD, Leadership Role & Other Functional Roles in
GD

Lab Outline

LAB1- Group Discussion

LAB2- Interview

Text Book

1. Communication Skills by Sanjay Kumar & Puspa Lata, Second Edition, Oxford

References

1. Meenakshi, R., & Prakash, S. (2018). Business communication. (2nd ed.). Oxford.
2. Chaturvedi, P.D., & Mukesh, P.D. (2017). Business Communication.( 3 rd Edition) Pearson, New
Delhi.

BBABA-2.2 ORGANISATIONAL BEHAVIOR

Objectives of the Course

This course will provide students with:
1. Knowledge regarding behavior in organization
2. How individuals affect each other’s behavior
3. How productivity can be enhanced from individual behavior in organization

UNIT-I
Understanding Organizational Behavior
Definition of Organizational Behavior, Historical development, Models of Organizational Behavior,
Challenges and opportunities for Organizational Behavior. Personality – Big Five Model, Job fit
theory.

UNIT -II
Foundations of Individual Behavior
Values and Attitudes: Formation of values and attitudes, values across culture, attitude-behaviour
relationship, changing attitudes, job-related attitudes.
Motivation: Meaning, Early theories of motivation, contemporary theories of motivation, motivating
employees through various measures.
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Perception and Attribution: Meaning, factors influencing perception, Attribution theory, errors in
attribution, decision making, rationality, and individual differences in decision making.

UNIT-III
Foundations of Group Behavior
Nature of Groups –Types of groups, Stages of group development: The five-stage model. Group
structure: Formal leadership; Roles; Norms; Status; Size; Composition; Group tasks; Group
processes
Understanding Work Teams: Definition of work teams; Benefits of work teams; Difference
between work groups and work teams; Types of work teams; Team effectiveness; Shaping
individuals into team players; Teams and Total Quality Management; Teams and workforce diversity
Leadership: Trait, behavioral and situational theories of leadership, Charismatic, Transactional and
transformational theories of leadership, contemporary issues in leadership.

UNIT-IV
Intergroup Behavior
Conflict and Negotiation: Sources of conflict; Classification of conflict; The conflict process;
Understanding negotiation; The negotiation process; Types of negotiation in organization:
Distributive bargaining; Integrative Bargaining; Issues in the Negotiation Process
Power and Politics: Definition and meaning of Power; Distinctions between power, authority and
influence; Bases of power; Contingency approaches to power; Overall contingency model for power;
Power in groups: Coalitions; Organizational politics; Definition and nature of politics; Factors
relating to political behavior
Communication: Definition of communication; Role of communication; Importance of
communication; the Two-way communication process; Problems associated with two-way
communication; Nonverbal communication: Body language and Paralanguage; Understanding
nonverbal communication

UNIT-V
Foundations of Organization Structure
Definition of Structure; Key elements in designing an organization structure; Types of organizational
designs; Employee behavior in different organizational structure
Organizational Culture: Definition of organizational culture; Characteristics of organizational
culture; Uniformity of culture; Types of culture; Functions of culture; Learning culture: Stories;
rituals and ceremonies; Material symbols; Language; Changing organizational culture: The change
process.

Text Book
1. Robbins Stephen P, Organizational Behavior, Prentice Hall, 2010

Other Readings
1. Nelson, Quick, Khandelwal, ORGB, Cengage, 2nd edition, 2012
2. Journal of Organizational Behaviour

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BBABA-2.3 MANAGERIAL ECONOMICS

Objective of the Course

To acquaint the students with the concepts of economic dealings with consumer behavior and producer
behavior and also understand the behavior of firms under different market structures.

UNIT – I
Introduction: Concept of Demand and Supply for individual and market, Positive versus Normative
Analysis. The Demand and Supply Curve, Elasticity and its measurement, Market Equilibrium.
Understanding and predicting the effects of changing Market Conditions.

UNIT – II
Consumer Behaviour : Concept of Utility, Utility and Preference, The Indifference Curve,
Characteristics of Indifference Curve, Marginal rate of substitution, Budget constraint. Consumer
Equilibrium, Effects of changes in income and prices. Income and Substitution Effects. Consumer
surplus.

UNIT – III
Production Function : The technology of Production. Isoquants, Fixed and variable inputs, Short
Run and Long Run. The Production Functions. Marginal rate of Technical Substitution. The
Geometry of Average and marginal product Curves. Total Average and marginal Products. The Stages
of Production, Production with one variable input and two variables inputs. Ridge Lines, Return to
scale. The Cobb – Douglas Production Function.

UNIT – IV
Measuring Costs : Different concepts of cost, Which Cost matter, Cost in the Short Run. Cost in
Long Run. Economics of scale, Diseconomies of scale, Production and Cost Theory. A mathematical
Treatment Cost Minimization.

UNIT – V
Market Structure and Competitive Strategy: Different forms of Market, Perfectly Competitive
Market Structure, Short and Long Run Equilibrium of Firm and industry, Monopoly, Short Rung and
Long Run Equilibrium under Monopoly. The Monopoly Power, Price Discrimination.

Text Books
1. A. Koutsoyiannis - Modern Microeconomics. Macmillian and co. India.
2. John Gould, Jr. Edward P. Lazear – Microeconomic Theory. Richard D, Irwin. Inc,
Publication
3. Robert S. Pindyck, Daniel I . Robinfeld – Microeconomics Prentice Hall of India Publication
4. C.E. Ferguson. Jon R. Gould – Microeconomic Theory, Richard D, Irwin. Inc, Publication
5. Dholakia, Oza – Microeconomics for management Students Oxford University Press.

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BBABA-2.4 MARKETING MANAGEMENT

Objective of the Course

To introduce students to the elements of marketing analysis: marketing environment analysis,

customer analysis, competitor analysis, and company analysis. To familiarise students with the
generic business strategies and strategic marketing decisions for profitable delivery of superior value
to the customers. To enhance their problem-solving and decision-making abilities in strategic areas
of marketing.

UNIT-I
Defining Marketing In 21st Century
Introduction, Definition of Market, Types of Markets, Meaning and Definition of Marketing, Origin
of Marketing, Scope of Marketing, Importance of Marketing, Functions of Marketing, Difference
between Marketing and Selling, Core concepts of Marketing, company orientation towards market
place

UNIT-II
Marketing Environment
Introduction, Need and Importance of Environmental Analysis, Internal Environment of the
Organization, External Environment, Methods of Environmental Analysis – SWOT, PEST, MIS

UNIT-III
Marketing Mix
Introduction, Evolution of the “Marketing mix”, Components of a traditional marketing mix,
Additional components in the mix, Importance of marketing mix in marketing decisions. Product
Related Decisions: Introduction, Features of a Product and its Classifications, Product Life Cycle
New Product Development-Pricing Decisions: Introduction, Price and its Determinants, Objectives
of Pricing Decisions, Factors Affecting Pricing Decisions, Pricing Policies and Strategies, Pricing
Methods, Distribution Strategy: Introduction, Meaning, Need for and Importance of Distribution
Channel, Promotion Mix: Introduction, Promotion mix and its components, Difference between
Advertising and Sales Promotion

UNIT-IV
Consumer Behaviour
Introduction, Important definitions, Evolution of the study of consumer behavior, Determinants of
consumer behavior, Types of buying decisions, Stages of the buying process, Importance of
consumer behavior in Marketing.
Market Segmentation: Introduction, Definition of market segmentation, Need for market
segmentation, Criteria for effective segmentation, Bases for market segmentation, Benefits of market
segmentation, Targeting and Positioning

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UNIT-V
Competitive Dynamics
Competitive strategies for market leaders, other competitive strategies, PLC marketing strategies,
creating brand equity, crafting the brand positioning, New product development,

Text Books:
1. Marketing Management: A South Asian Perspective
2. Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha
3. Pearson Education, 13th Edition

BBABA-2.5 ENVIRONMENTAL STUDIES

Objectives of the Course

The objective of this course is to aware the students about the importance of protection of
environment. The students shall also be made aware of the conservation of natural resources like
land, water, forest and mines etc. Further, one of the most important objectives of the course is to let
the students know about the policies and legislations enacted in the Country to protect environment

UNIT-I
Introduction To Environmental Studies
Multidisciplinary nature of environmental studies; Scope and importance; Concept of sustainability
and sustainable development.

UNIT-II
Ecosystems
What is an ecosystem? Structure and function of ecosystem; Energy flow in an ecosystem: food
chains, food webs and ecological succession. Case studies of the following ecosystems :
a) Forest ecosystem
b) Grassland ecosystem
c) Desert ecosystem
d) Aquatic ecosystems (ponds, streams, lakes, rivers, oceans, estuaries

UNIT-III
Natural Resources : Renewable And Non-Renewable Resources
• Land resources and landuse change; Land degradation, soil erosion and desertification.
• Deforestation: Causes and impacts due to mining, dam building on environment,
forests, biodiversity and tribal populations.
• Water : Use and over-exploitation of surface and ground water, floods, droughts,
conflicts over water (international & inter-state).

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 • Energy resources : Renewable and non renewable energy sources, use of alternate energy
sources, growing energy needs, case studies.

UNIT- IV
Biodiversity And Conservation
• Levels of biological diversity : genetic, species and ecosystem diversity; Biogeographic
zones of India; Biodiversity patterns and global biodiversity hot spots
• India as a mega-biodiversity nation; Endangered and endemic species of India
• Threats to biodiversity : Habitat loss, poaching of wildlife, man-wildlife conflicts,
biological invasions; Conservation of biodiversity : In-situ and Ex-situ conservation of
biodiversity.
• Ecosystem and biodiversity services: Ecological, economic, social, ethical, aesthetic
and Informational value.

UNIT-V
Environmental Pollution
• Environmental pollution : types, causes, effects and controls; Air, water, soil and
noise pollution
• Nuclear hazards and human health risks
• Solid waste management : Control measures of urban and industrial waste.
• Pollution case studies.

UNIT-VI
Environmental Policies & Practices
• Climate change, global warming, ozone layer depletion, acid rain and impacts on
human communities and agriculture
• Environment Laws: Environment Protection Act; Air (Prevention & Control of Pollution)
Act; Water (Prevention and control of Pollution) Act; Wildlife Protection Act; Forest
Conservation Act. International agreements: Montreal and Kyoto protocols and Convention
on Biological Diversity (CBD).
• Nature reserves, tribal populations and rights, and human wildlife conflicts in Indian context.

UNIT-VII
Human Communities And The Environment
• Human population growth: Impacts on environment, human health and welfare.
• Resettlement and rehabilitation of project affected persons; case studies.
• Disaster management : floods, earthquake, cyclones and landslides.
• Environmental movements : Chipko, Silent valley, Bishnois of Rajasthan.
• Environmental ethics: Role of Indian and other religions and cultures in
environmental conservation.
• Environmental communication and public awareness, case studies (e.g., CNG vehicles
in Delhi).

UNIT-VIII
Field Work

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 • Visit to an area to document environmental assets: river/ forest/ flora/fauna, etc.
• Visit to a local polluted site-Urban/Rural/Industrial/Agricultural.
• Study of common plants, insects, birds and basic principles of identification.
• Study of simple ecosystems-pond, river, Delhi Ridge, etc.
Text Book
1. Carson, R. 2002. Silent Spring. Houghton Mifflin Harcourt.
2. Gadgil, M., & Guha, R. 1993. This Fissured Land: An Ecological History of India. Univ. of
California Press.
3. Gleeson, B. and Low, N. (eds.) 1999. Global Ethics and Environment, London, Routledge.
4. Gleick, P. H. 1993. Water in Crisis. Pacific Institute for Studies in Dev.,
Environment & Security. Stockholm Env. Institute, Oxford Univ. Press.
5. Groom, Martha J., Gary K. Meffe, and Carl Ronald Carroll. Principles of
Conservation Biology. Sunderland: Sinauer Associates, 2006.
6. Grumbine, R. Edward, and Pandit, M.K. 2013. Threats from India’s Himalaya dams. Science,
339: 36-37.
7. McCully, P. 1996. Rivers no more: the environmental effects of dams (pp. 29-64). Zed Books.
8. McNeill, John R. 2000. Something New Under the Sun: An Environmental History of the
Twentieth Century.
9. Odum, E.P., Odum, H.T. & Andrews, J. 1971. Fundamentals of Ecology. Philadelphia:
Saunders.
10. Pepper, I.L., Gerba, C.P. & Brusseau, M.L. 2011. Environmental and Pollution Science.
Academic Press.
11. Rao, M.N. & Datta, A.K. 1987. Waste Water Treatment. Oxford and IBH Publishing Co. Pvt.
Ltd.
12. Raven, P.H., Hassenzahl, D.M. & Berg, L.R. 2012. Environment. 8th edition. John Wiley &
Sons.
13. Rosencranz, A., Divan, S., & Noble, M. L. 2001. Environmental law and policy in India.
Tripathi 1992.
14. Sengupta, R. 2003. Ecology and economics: An approach to sustainable development. OUP.
15. Singh, J.S., Singh, S.P. and Gupta, S.R. 2014. Ecology, Environmental Science and
Conservation. S. Chand Publishing, New Delhi.
16. Sodhi, N.S., Gibson, L. & Raven, P.H. (eds). 2013. Conservation Biology: Voices from
the Tropics. John Wiley & Sons.
17. Thapar, V. 1998. Land of the Tiger: A Natural History of the Indian Subcontinent.
18. Warren, C. E. 1971. Biology and Water Pollution Control. WB Saunders.
19. Wilson, E. O. 2006. The Creation: An appeal to save life on earth. New York: Norton.
20. World Commission on Environment and Development. 1987. Our Common Future.
Oxford University Press.

BBABA-2.6 PERSONALITY DEVELOPMENT FOR CORPORATE READINESS-II

Objective of the Course

19
The course intends to instil certain qualities and language abilities in the undergraduate students to
give them a fine personality required in corporate setup.

Small talks: HOWs of initiating, WHATs of Continuing, HOWs of ending.

Situational Conversations.

Time Management- Understanding Time, Managing time: Planning and distributing time
judiciously in a day.

Text Books
1. Gopalswamy Ramesh and Mahadevan Ramesh- The Ace of Soft Skills, Tenth Edition,
Pearson (India), 2017
2. S P Dhanavel- English and Soft Skills, Orient Black Swan, 2017
3. Peggy Klaus, The Hard Truth about Soft Skills.
4. The Time Trap : the Classic book on Time Management by R. Alec Mackenzie

Semester-III

BBABA-3.1 QUANTITATIVE METHODS II

Objectives of the Course

The overarching objective of the course Business Statistics is for students to describe data and make
evidence based decisions using inferential statistics that are based on well-reasoned statistical
arguments.

UNIT – I

Descriptive Statistics

20
Introduction, Measures of Central Tendencies: Mean, Median, Mode,Measures of Dispersion: Range,
Quartile Deviation, Mean Deviation, Standard Deviation, Variance, Co-efficient of Variation (CV),
Moments, Skewness and Kurtosis.

UNIT –II
Theory Of Probability And Probability Distribution
Meaning and Concept of Probability, Laws of Probability, Baye’s Theorem, Random
Variable,Mathematical Expectation, Theorems on Expectation, Binomial Distribution, Poisson
Distribution and Normal, Distribution

UNIT-III
Sampling And Sampling Distribution
Introduction to sampling, Random Sampling Vs. Non Random Sampling. ,Types of Sampling:
Simple Random Sampling, Stratified Random Sampling, Systematic Sampling and Cluster Sampling,
Sampling Distributions, Standard Error, Sampling Distribution of Sample Mean and Sample
Proportion, Central Limit Theorem.

UNIT –IV
Correlation And Regression Analysis
Concept of Correlation, Types, Scattered Diagram, Properties of Correlation Coefficient (CC) , Karl
Pearson CC, Spearman’s Rank CC., Regression, Properties of Regression Coefficients, Lines of
Regression

UNIT – V
Time Series Analysis
Definition and Utility of Time Series Analysis, Components, trend analysis, Semi Average , Moving
Average Methods, Methods of Least Square

Text Books
1. S.C. Gupta , Indra Gupta , Business Statistics , Himalaya Publishing House
2. Goon, Gupta, Dasgupta, Fundamentals of Statistics (vol. I & II), World Press Pvt. Ltd.

BBABA-3.2 DATA VISUALIZATION AND EXCEL

Objective of the Course

Data Visualization is an important aspect of data analytics that converts numbers to visual
communication. Today, the high level presentations require analytical results, to be presented
visually. Data visualization helps find relevance among the millions of variables, communicate
21
concepts and hypotheses to others, and even predict the future. This course provides the necessary
inputs required on various techniques and methodology of Data Visualizations.Further this courses
provides inputs into how reports can be developed using the help of EXCEL.

UNIT-I
Introduction to Data Visualization
Stages in visualizing data, types of visualization, pre-processing and processing of data, find data,
evaluate, extract, clean, correct and merge data, forming the right questions, forming connections and
correlations, making successful data visualizations, publishing and disseminating data visualizations.

UNIT-II
Setting the Context of Data Visualization
Setting the Purpose and Identifying Key Factors, Demonstrating Editorial Focus and Learning About
Your Data, Conceiving and Reasoning Visualization Design Options, Taxonomy of Data
Visualization Methods, Constructing and Evaluating Your Design Solution.

UNIT-III
Setting the Business Perspective
Five Visual BI Artifacts, Scorecards: Visualizing Performance Improvement, Analytic Patterns:
From Time-series to Correlations and beyond, Rules for Visual Insight Designers, Prepping Data for
Visualization, Collaborative Analytics.

UNIT-IV
Tools for Data Visualizations
Tools for creating visualizations, Google Spreadsheet, Google Fusion Tables, Tableau, and Data
wrapper. R / SAP Lumira / COGNOS etc.

UNIT-V
Excel
Spreadsheet (Creation, Data handling, Formatting),Data Manipulation in Spreadsheet ,Analysis
Tools in Spreadsheet ,Spreadsheet Functions (Mathematical, Statistical and Financial functions),Data
Visualization using Excel.

Text Books :
1. John Walkenbach, Excel 2012 Bible, Wiley
2. Microsoft Business Intelligence Tools for Excel Analysts (WILEY) , by Michael Alexander,
Jared Decker & Bernard Wehbe , 2016
3. Alexander, M., & Walkenbach, J. (2013). Excel dashboards and reports (Vol. 17). John Wiley
& Sons.

BBABA-3.3 RESEARCH METHODS

22
Objective of the Course

This course aims to develop and extend students’ knowledge of quantitative and qualitative research
methods as well as facilitating their understanding and ability to apply the key methodological
principles in the design of different types of research to solve business problems.

UNIT – I
Introduction to Business Research
Importance of Research in Business, Types of Research, Scope of Business Research

UNIT – II
Research Process and Design
Research Process, Steps in Research Process , Research Design , Types of Research Design
UNIT – III
Data Collection and Samplimg Design
Data Collection Techniques & Methods, Sampling & Sampling designs.
UNIT – IV
Measurement and Scaling Techniques
Attitude Measurement & Scales in Research

UNIT – V
Data Analysis and Report Writing
Statistical Analysis & Interpretation of Data, Parametric and Non Parametric Tests, Multivariate
Analysis Techniques, Report writing

Text Books
1. Kothari, C.R., Research Methodology, New Age International Publishers

Reference Books
1. Business Research Methods –Zikmund – Cengage
2. Deepak Chawla & Neeta Sondhi ,Research Methodology, Vikash publishing
3. Cooper & Schindler, Business Research Methods, Tata & McGraw Hill
4. Paneerselvam, R. Research Methodology, PHI, New Delhi.

BBABA-3.4 DATABASE MANAGEMENT SYSTEMS

Course Objectives
The objective of the course is to present an introduction to database management systems, with an
emphasis on how to organize, maintain and retrieve - efficiently, and effectively - information from a
DBMS.

LearningOutcomes
Upon successful completion of this course, students should be able to:
1. Describe the fundamental elements of relational database management systems
2. Explain the basic concepts of relational data model, entity-relationship model, relational
3. database design, relational algebra and SQL.
23
 4. Design ER-models to represent simple database application scenarios
5. Convert the ER-model to relational tables, populate relational database and formulate SQL
6. queries on data.
7. Improve the database design by normalization.
8. Familiar with basic database storage structures and access techniques.

UNIT-I

Introduction
Characteristics of database approach, data models, DBMS architecture and data independence.

UNIT-II
E-R Modeling
Entity types, Entity set, attribute and key, relationships, relation types, roles and structural
constraints, weak entities, enhanced E-R and object modeling, Sub classes; Super classes,
inheritance, specialization and generalization.

UNIT-III
File Organization
Indexed sequential access files; implementation using B & B++ trees, hashing, hashing functions,
collision resolution, extendible hashing, dynamic hashing approach implementation and
performance.

UNIT-IV
Relational Data Model
Relational model concepts, relational constraints, relational alzebra , SQL: SQL queries,
programming using SQL.

UNIT-V
EER and ER to relational mapping
Data base design using EER to relational language.

Data Normalization
Functional Dependencies, Normal form up to 3rd normal form.
Concurrency Control: Transaction processing, locking techniques and associated, database
24
recovery, security and authorization. Recovery Techniques, Database Security

Text Books:
1. Abraham Silberschatz, Henry Korth, S.Sudarshan, “Database Systems Concepts”, 4
Edition, McGraw Hill, 1997.
2. Jim Melton, Alan Simon, “Understanding the new SQL: A complete Guide”, Morgan
Kaufmann Publishers, 1993.
3. A.K.Majumdar, P. Bhattacharya, “Database Management Systems”, TMH, 1996.
4. Bipin Desai, “An Introduction to database systems”, Galgotia Publications, 1991.

Semester-IV

BBABA-4.1 DATA MINING AND WAREHOUSING

Objective of the Course

The course covers the aspects of data cleaning which is a very important step. This course also
explains the multiple ways from which data can be obtained. It further covers the basics of data
normalization. Normalizing a database helps to understand whether database has internal
redundancies, and whether the dependencies across the different tables in the database are logically
organized. Data mining entails extraction of unique knowledge from large amounts of data. This
course introduces the applications of concepts, issues, tasks and techniques of data mining. Finally,
the course also presents the idea of distilling business intelligence from data and its presentation.

The objective of the course is to give students a good overview of the ideas and techniques which are
behind recent development in the data warehousing and online analytical processing (OLAP) fields,
in terms of data models, query language, conceptual design methodologies and storage techniques.

Learning outcomes
1. Understand techniques of cleaning up the data.
2. Learn and apply data normalization techniques to build data bases.
3. Understand the concepts, tasks and techniques of data mining.
4. Appreciate the conceptual foundation of Business Intelligence and its various platforms

UNIT-I

Introduction
Data Mining tasks – Data Mining versus Knowledge Discovery in Data bases – Relational databases
– Data warehouses – Transactional databases – Object oriented databases – Spatial databases –

25
Temporal databases – Text and MultimediaDatabases – Heterogeneous databases - Mining Issues –
Metrics – Social implications of Datamining .

UNIT-II
Data Preprocessing
Why Preprocess the data , Data cleaning ,Data Integration, Data Transformation , Data Reduction ,
Data Discretization.

UNIT-III
Data Mining Techniques, Classification and Prediction
Association Rule Mining ,The Apriori Algorithm ,Multilevel Association Rules , Multidimensional
Association Rules , Constraint Based Association Mining
Issues regarding Classification and Prediction , Decision Tree induction , Bayesian Classification ,
Back Propagation , Classification Methods , Prediction , Classifiers accuracy

UNIT-IV
Clustering Techniques
Ccluster Analysis , Clustering Methods , Hierarchical Methods , Density Based Methods , Outlier
Analysis , Introduction to Advanced Topics:Web Mining , Spatial Mining and Temporal Mining

UNIT-V
Data Warehousing
Need for data warehousing, The building blocks of a Data warehouse, Architecture and
Infrastructure:Data Warehouse Architecture, Infrastructure and Metadata Management
Principles Of Dimension Modeling,Introduction to Dimensional Modeling, Extract Transform Load
(ETL) Cycle,Implementation and Maintenance:Physical design process, Aggregates and Indexing.
Data Warehouse Deployment

Text Books
1. J. Han and M. Kamber , 2001, Data Mining: Concepts and Techniques, Morgan Kaufmann,
New Delhi.
2. Popover Pang, Michael Steinbach, Vipin Kumar (2016). Introduction to Data Mining .
Pearson
3. M. H.Dunham, 2003, Data Mining : Introductory and Advanced Topics , Pearson Education,
Delhi.
4. S.N. Sivananda and S. Sumathi, 2006, Data Mining, Thomsan Learning, Chennai.

BBABA-4.2 INTRODUCTION TO BUSINESS ANALYTICS

Objective of the Course

26
Business analytics (BA) is the practice of iterative, methodical exploration of an organization’s data
with emphasis on statistical analysis. Business analytics assist organizations in making data-driven
decision making. This course will present basic concepts of data analytics techniques as applied to
business. It also focuses on learning practical business analysis skills that can be used in the
workplace. This course attempts to add value in terms of specific use of EXCEL and R in business
analysis. This course develops fundamental knowledge and skills for applying statistics to business
decision making. The latest business analytics tools will be introduced to illustrate the course
concepts.

Learning Outcomes
1. Ability to provide solutions, assessments and validation to a broad range of situations by
utilizing techniques of Business Data Analytics.
2. Ability to work with business stakeholders to define, scope and initiate a Business Analytics
project.
3. Understand how project approaches such as Agile affect the BA role.
4. Be able to break-down complex business scenarios or problems into process and data models.
5. Be able to validate requirements by producing Use Cases and assess requirements against
defined quality criteria.
6. Apply end-to-end thinking to complex business and system problems to ensure ‘right first
time’ documentation and solutions.
7. Understand how to use EXCEL and R S/w for assessing data, creating data structure,
managing data, generating reports and handling errors.

UNIT-I
Introduction
Introduction to Business Analytics, Why Analytics, Business Analytucs : The Science of Data
Driven Decision making ,Concept of Descriptive, Predictive and Prescriptive Analytics, Big Data
Analytics,Web and Social Media Analytics, Framework, Challenges and Future of Data Driven
Decision Making.

UNIT-II
Descriptive Analytics
Introduction to Descriptive Analytics, Data Types and Scales, Types of Data Measurement Scales,
Population and Samples, Measure of Central Tendency, Percentile , Decile and Quartile, Measures of
Variation: Range, IQD, Variance and SD, Chebyshev’s Theorem, Measures of Shapes,
Data Visualization: Histogram, Bar Chart, Pie Chart, Scatter Plot, Coxcomb Chart, Box Plot,
Treemap.

UNIT-III
Introduction to Probability, Sampling and Estimation

27
Probability: Probability Theory, Terminology, Fundamental Concepts of Probability, Baye’s
Theorem, Random Variable, Probability Density Function, Probability Distributions: Binomial,
Poisson, Normal.
Introduction to Sampling, Types of Sampling: Probabilistic and Non-Probability Sampling, Central
Limit Theorem, Estimations of Population Parameters, Types of Estimations: Point and
Interval,MLE.

UNIT-IV
Regression Analysis
Simple Regression Analysis(SLR) : Introduction,SLR Model Building, Estimation of parameters
using Ordinary Least Squares.
Multiples Linear Regression (MLR) : Introduction, Ordinary Least Squares Estimation of MLR,
MLR Model Bulding, Part Correlation and Regression Model Building, Interpretation of MLR
Coefficients,Standardised Regression Co-efficients.
Logistics Regression (LR) : Introduction- Classification Problems,Introduction to Binary LR,
Estimation and Interpretation of Parameters of LR, LR Model Diagnostics: Omnibus Test,Wald’s
Test, Hosmer-Lemeshow Test ,Psedo R Square.

UNIT-V
Prescriptive Analytics
Introduction to Prespective Analytics, Linear Programmeing (LP),LP Model Building, LPP
Terminologies, Assumptions of LP, Sensitivity Analysis in LPP, Solving LPP by Graphical Method,
Range of Optimality , Range of Shadow Price, Dual LP,Linear Integer Programming.

Text Books :

1. Prasad, R. N., & Acharya, S. (2011). FUNDAMENTALS OF BUSINESS ANALYTICS .

John Wiley & Sons.
2. Kumar, U. D. (2017). Business Analytics: The Science of Data-driven Decision Making.
Wiley India.

BBABA-4.3 FINANCIAL MANAGEMENT

Objective of the Course

To familiarize the students with the principles and practices of financial management.

UNIT-I

28
Concepts, objectives and scope of financial management, functions of a finance manager in
contemporary business environment.

UNIT-II
Financial Analysis: Tools of analysis, Common Size Statements, Trend Percentage, Ratio analysis,
Preparation and interpretation.

UNIT-III
Time value of money, concept of risk and returns: Risk and return calculations for individual security
and portfolio concept.

UNIT-IV
Cost of Capital, Cost of Debt (Redeemable & Irredeemable), Cost of Preference Share Capital, Cost
of Equity Share, Cost of Capital, Cost of Retained Earnings

UNIT-V
Capital Budgeting, Process, Techniques of capital budgeting, Limitations of Capital Budgeting

Text Books
1. Prasanna Chandra - Financial Management, TMH
2. James C. Vanhorne - Financial Management & Policy.
3. Weston & Brigham - Managerial Finance (Rine Hart Winston Holt).
4. Brigham - fundamentals of Financial Management, C.B.S. intemation.
5. Sahoo, P.K. - financial Management, Pen Point Communication
6. Khan & Jain - financial Management, Tata McGraw - Hill.

BBABA-4.4 PROJECT MANAGEMENT

Objective of the Course

This course will enable the students to know about the importance of Project Management &
uniqueness of Project., Integrative approach to Project Management in an organization, Project
Management Tools and Techniques, Risk analysis & implementation,Budget control and Time-Cost
trade off.

UNIT-I
Basics of Project Management
Introduction, Need for Project Management, The Project Life Cycle, The Project Manager (PM),
Project Management Processes, Principles & knowledge areas, Integrating Mission, Objective, Goal
and Projects.

29
UNIT-II
Project Identification and Selection
SWOT Analysis, Selection Criteria including Financial, Project charter.

UNIT-III
Project Planning
Project Planning, Stake holder management, Communication, Scope planning, Work Breakdown
Structure (WBS) & Decomposition, validate scope.

UNIT - IV
Time & Cost Management:
Activity, Schedules, GNATT Chart, Network scheduling – PERT & CPM, Cost estimates, budget,
Resource allocation. Control & Variation analysis. Project Crashing

UNIT-V
Project Risk Management
Risk & Risk Management, Plan, Identify, Plan response, Control.

Text Books
1. Project Management , By : Marwah (Wiley Dreamtech)
2. Project: Preparation, Appraisal, Budgeting and Implementation, By : Prasanna Chandra (TMH, 5th
Ed.)
3. Project Management, By: Gopalan (Wiley).

Reference Books
1. Project Management: The Managerial Process, Clifford F. Gray & Erik W. Larson: Irwin
McGraw-Hill.
2. Journal of Project Management

BBABA-4.5 ENTERPRENUERSHIP

Objective of the Course

30
The objective of the course is to make business management students understand the nature of
Entrepreneurship, and its importance. This will allow them to get the required intuition and interest
in starting their own start-up.

Unit – I
Introduction to Entrepreneurship & Opportunity Analysis
Define Entrepreneurship, Entrepreneurship as a Career option, Benefits and Myths of
Entrepreneurship, Characteristics, Qualities and Skills of Entrepreneurship. Identify your
Entrepreneurial Style, Identify Business Opportunities, Methods of finding and understanding
Customer Problems, Process of Design Thinking, Customer Segmentation and Targeting, Crafting
your Values Proportions, Customer-driven Innovation.

Unit – II
Business Model Validation: Project Management & Economics & Financial Analysis
Types of Business Models, Lean approach, the Problem-Solution Test, Solution Interview Method,
Identify Minimum Viable Product (MVP), Build-Measure-Lean Feedback loop, Product-market fit
test. Leadership Styles, Shared Leadership Model, Team Building in Venture, Brainstorming, Mind
mapping. Importance of Project Management, Time Management, Workflow. Revenue sources of
Companies, Income Analysis, and Costs Analysis - Customer Value Analysis, different Pricing
Strategies, Practice pitching to Investors and Corporate.

Unit – III
Marketing & Business Regulations
Positioning, Positioning Strategies, building Digital presence and leveraging Social Media,
Measuring effectiveness of Channels, Customer Decision-making Process, Sales Plans and Targets,
Unique Sales Proposition (USP), Follow-up and close Sales. Business regulations of starting and
operating a Business, Start-up Ecosystem, Government schemes.

Text Book
1. Rajeev Roy : Entrepreneurship : Oxford Higher Education 2012

Reference
1. Hisrich, Peters, Shepherd: Entrepreneurship-Prentice Hall 9 th Edition.
2. Zimmerer & Scarborough: Essentials of Entrepreneurship and Small Business Management:
Prentice Hall 2016 Edition.
3. K. Nagarajan: Project Management: New Age International (P) Limited, 2015 7 th edition.
4. Vasant Desai: Dynamics of Entrepreneurship Development: Himalaya Publishing House: 2012

Semester-V

BBABA-5.1 STATISTICAL DATA MODELLING USING R

Objective of the Course

31
Objective of this course is to impart knowledge on use of data mining techniques for deriving
business intelligence to achieve organizational goals. Use of R (statistical computing software) to
build, assess, and compare models based on real datasets and cases with an easy-to-follow learning
curve.

This course will review and expand upon core topics in statistics and probability, particularly by
initiating the beneficiaries of the course to R for statistical computing.

UNIT-I
Learn how to load data, plot a graph viz. histograms (equal class intervals and unequal class
intervals), box plot, stem-leaf, frequency polygon, pie chart, ogives with graphical summaries of
data.

UNIT-II
Generate automated reports giving detailed descriptive statistics, correlation and lines of regression.

UNIT III
Random number generation and sampling procedures. Fitting of polynomials and exponential curves.
Application Problems based on fitting of suitable distribution, Normal probability plot.

UNIT IV
Simple analysis and create and manage statistical analysis projects, import data, code editing and
data cleaning.

UNIT V
Basics of statistical inference in order to understand hypothesis testing and compute p-values and
confidence intervals.

Text Books

1. Gardener, M (2012) Beginning R: The Statistical Programming Language, Wiley Publications.

2. Braun W J, Murdoch D J (2007): A First Course in Statistical Programming with R. Cambridge
University Press. New York
3. Moore, D.S. and McCabe, G.P. and Craig, B.A. (2014): Introduction to the Practice of
Statistics, W.H. Freeman
4. Cunningham, B.J (2012):Using SPSS: An Interactive Hands‐on approach
5. Cho, M,J., Martinez, W.L. (2014) Statistics in MATLAB: A Primer, Chapman and Hall/CRC

BBABA-5.2 CYBER LAW

Objective of the Course

To impart basic knowledge of the important business laws along with relevant case laws and Cyber
Law.

32
UNIT-I

An Overview Cyber Law: National Framework

This section introduces the entire gamut of Cyber laws; Regulation of cyber space, Scope of Cyber
laws – e-commerce; online contracts; IPRs (copyright, trademarks and software patenting); e-
taxation; e-governance and cyber-crimes, Cyber law in India with special reference to Information
Technology Act, 2000

UNIT-II

International Framework of Cyber Law

This section presents the International Legal Regime relating to Cyber Crimes, European Convention
on Cyber Crimes, Hague Convention on Jurisdiction and Foreign, Judgments: Jurisdiction,
Agreement

International legal regime relating to E-Commerce: UNCITRAL Model Law on Electronics

Commerce 1996, International legal regime relating to Intellectual Property

UNIT-III

Cyber Crimes

This section expounds upon the nature of cyber-crimes; Classification of cyber-crimes, Distinction
between cyber-crime and conventional crimes, Reasons for commission of cyber-crime, Cyber
forensic

Kinds of cyber-crimes consists of; cyber stalking; forgery and fraud; crime related to IPRs; Cyber
terrorism; computer vandalism, Regulation of cyber-crimes, Issues relating to Investigation,
Jurisdiction & Evidence.

Text Books
1. Cyber Law: Text & Cases 3rd Edition , Jacqueline Klosek, Stephen D. Lichtenstein, Margo E. K.
Reder, Robert Bird, Jonathan J. Darrow, Jeffrey Aresty, Gerald R. Ferrera, CENGAGE EARNING
2. Business Law-Tulsian TMH.
3. Business Law-P.R. Chandha, Golgotia.

BBABA-5.3 HR ANALYTICS

33
Objective of the Course

This course introduces students to the concept of HR analytics and sensitizes them to its rapid uptake
in organizations with the aim of improving employee performance. It will help to comprehend as to
how HR and business leaders can take decisions about their people based on deep analysis of facts
and data instead of relying solely on intuitive traditional methods. This course explains the usage of
people-data in analytical processes that helps to solve business problems. People-data collected from
various HR systems and business information is analyzed to provide strategic advantage to
organizations. The course will provide insights regarding the process of gathering HR data and
application of analytic processes in the domain of human resources. The analytical concept will be
integrated to various HR processes such as recruitment, performance management, leadership
development, job design, compensation, and retention. Data driven decisions will help HR
professionals to bring in more efficiency resulting in higher productivity and improved
organizational performance.

Learning outcomes

1. Identify various phases of HR Analytics Process Model and its purpose

2. Understand internal and external human resource metrics and their key indicators
3. Understand how data can be analysed to take decisions on people related issues in an
organization
4. Learn to determine which Human Capital metrics are relevant to your strategic business goals
and how to implement those successfully
5. Appreciate various data analytics techniques to Slice and Dice various HR methods for
reading and presenting data
6. Learn how HR analytics demonstrate basic methods analysing data to interpret and support
HR decisions
7. Learn the Concepts of integration of various HR processes with the right analytical metrics
8. Coach the learners to give them insights about Talent Management for business decisions

UNIT-I

Introduction to HR Analytics

This section will cover how businesses can deliver better by leveraging HR analytics in real
organizational context. This will also help in developing strong foundational skills by creating an
34
analytical mindset. The application of critical thinking and storyboarding will be introduced to enable
framing of hypothesis and deploying data visualization techniques. This will help in instilling the
need to move from simple data to real insight based decision making.

UNIT-II

Performance Management and analytics

In this section, learners will understand various aspect of Performance management of employees.
Moving from the traditional approaches of performance assessment and evaluation to a more fact and
data driven blend of analytics; HR will be able to enhance productivity with higher job satisfaction.
The key issues in measuring performance will get resolved and the process will become more
efficient and credible. Regression to the mean, sample size, signal independence, and process vs.
outcome will be explained along with analytical tools. This is based on implementation of better
workflow with enhanced data management technique enabling data-driven performance evaluation
decisions.

UNIT-III

HR systems and data based decision making

This enables HR teams to know more about various HR systems. Integration of the systems with
better data collection methods, analysis tools and effective reporting workflow will help to make
data-driven business decisions. With easy data accessibility on latest information related to various
sub systems like time and attendance, manpower planning schedules, payroll reports, performance
metrics and other HR data, HR professionals can become more efficient in proactively handling day
to day issues with much ease.

Linking the data insights to develop a data driven HR organisation

This section will cover insights about best practices across HR Analytics life cycle. This will help in
creating effective HR dashboards for seamless communication between various Business Units.
Learn key concepts and tools to enable predictive modeling.

UNIT-IV

Recruitment and Retention

This section will cover how to use analytics in employee life cycle from sourcing till retaining
employees. With the help of analytics, a system can be created for tracking, measuring and analyzing
people data in order to make better hiring and retaining decisions. This will help in developing an
increased ROI for other HR programs as well enhancing better organizational performance.
35
Staffing and Reporting

In this section, learner will understand the basic principles behind using HR analytics to improve
inter departmental reporting and staffing between different Business Units inside an organization.
The section also provides insights as to how data is used to describe, map, and evaluate collaboration
networks. This involves proper Collection and analysis of data, along with attractive visualization
and integrates these visualizations into collaborative work plans across cross functional work teams.

UNIT-V

Talent Management and Future Directions

In this section, learners explore talent analytics: how data may be used in talent assessment and
development to maximize employee ability. Learners will also develop the ability to use data to
move from performance evaluation to a deeper analysis of employee evaluation. This section also
exposes learners to four major challenges of talent analytics: context, interdependence, self-fulfilling
prophecies, and reverse causality, the challenges of working with algorithms. This requires the ability
to view key metrics and measures within the company. The diagnostic analytical tools will empower
HR analyst to drill down and build a talent management pipeline.

Measuring Results in HR

This section will cover how metrics are used to measure results in HR – Process vs. Outcome,
Efficiency vs. Effectiveness and Lead vs. Lag. By configuring the right kind of metrics HR programs
can be refined across the value chain to provide strategic impact to the organization as a whole.
Learn to apply analytics maturity model to plan your HR journey.

Text Books :

1. Predictive HR Analytics-Mastering the HR Metric, By: Martin R. Edwards & Kristen

Edwards,Kogan Page,2015
2. Predictive Analytics for HR , By: Jac Fitz-Enz & John R. Mattox II, Wiley Publication, 2014

BBABA-5.4 MARKETING ANALYTICS

Objective of the Course

This course on Marketing Analytics provides inputs to learners to measure, manage and analyze
marketing performance to maximize its effectiveness and optimize return on investment (ROI). It
goes beyond the usual sales and lead generation applications. The detailed applications of marketing

36
analytics are presented to gain insights into customer preferences and trends, which can be further
utilized for future marketing and business decisions.

Further, this course familiarizes learners with usage of tools to measure brand and customer assets,
understand regression analysis, and design experiments as a way to evaluate and optimize marketing
campaigns.

Learning Outcomes
1. Understand and define a brand architecture and how to measure the impact of marketing efforts
on brand value over time
2. Appreciate the idea of measuring customer lifetime value and application of this information to
evaluate strategic marketing alternatives
3. Design basic experiments so that one can assess the marketing efforts and invest marketing
spend effectively
4. Application of techniques such as regressions analysis and interpretation of outputs.
5. Explore the confounding effects and biases and be able to distinguish between economic and
statistical significance

UNIT-I
The Marketing Process

In this section, an overview of the marketing process and the transformational role of analytics is
explained. Examples are provided from various online community marketplaces with use of analytics
to manage demand and supply proposition.

UNIT-II

Metrics for Measuring Brand Assets

Companies spend millions on branding for one reason as it allows them to charge more for their
products and services. In this section, the concept of brand measurement is discussed. Concepts are

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presented on as to how to build and define a brand architecture and how to measure the impact of
marketing efforts on brand value over time.

UNIT-III

Customer Lifetime Value

Another useful concept that is presented in this section is Customer Lifetime Value, or the future net
value of a customer relationship. This forward-looking measure of the customer relationship helps
one to connect marketing strategies to future financial consequences. This enables proper investment
of marketing spends in the right place to maximize return over a customer's lifetime. It further
provides insights into measuring CLV and evaluating strategic marketing alternatives.

UNIT-IV

Marketing Experiments

In Marketing context, design of experiments implies that experiments permit one to understand the
effectiveness of different marketing strategies and forecast expected Return of Investment. This
section explores how to design basic experiments so that one can assess the marketing efforts and
invest the marketing spend most effectively. It further bridges the gap between test results and field
implementation. Ideas on how web experiments can be implemented cheaply and quickly are
presented. Effective ideas on design and conduct marketing experiments are enumerated.

UNIT-V
Real life Cases

Text Books

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 1. Business Analytics :Applications to Consumer Marketing ,By: Sandhya Karungati & Hindol
Basu, Mc Graw Hill , 2015
2. Marketing Analytics: Strategic Models and Metrics , By : Stephan Sorger, Sage Publication
3. Cutting-edge marketing analytics: real world cases and data sets for hands on learning , By:
Venkatesan, R., Farris, P., & Wilcox, R. T. (2015).. Pearson Education.

BBABA-5.6 SUMMER PROJECT

At the end of 4th semester, a student has to undertake a summer project in an organization or a
research based project under the guidance of a faculty for 6 weeks during May-June to gain practical
insight into real life business environment. During the summer training, he/she will work under
supervision of a company executive if placed in a company. After the completion of the field work
the student is required to work under the guidance of a faculty member for another 2 weeks to
prepare a report. The report shall be evaluated out of 100 marks by the concerned faculty member.

Semester-VI

BBABA-6.1 BIG DATA ANALYTICS

Objective of the Course

Analyzing big data allows analysts, researchers, and business users to make better and faster
decisions using data that was previously inaccessible or unusable. Using advanced analytics
techniques such as text analytics, machine learning, predictive analytics, data mining, statistics, and
natural language processing, businesses can analyze previously untapped data sources independent or
together with their existing enterprise data to gain new insights resulting in significantly better and
faster decisions. This course provides insightful inputs on concept of big data, big data analytics

Learning outcomes
1. Understand basics of Big Data.
2. Appreciate the various Big Data Platforms.
3. Understand the various Big Data storage and processing techniques.
4. Learn about the “Big data” in enterprises.
5. Appreciate the Big Data lifecycle.

UNIT-I

Introduction to Big Data

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Fundamental Terminologies and Concepts, A Brief History of Big Data, Business Drivers that have
led to Big Data Innovations, Characteristics of Big Data, Benefits of adopting Big Data, Challenges
and Limitations of Big Data.

UNIT-II

Fundamentals of Big Data Analytics

Basic Big Data Analytics, “Big Data” in the Enterprise, Big Data and Traditional Business
Intelligence and Data Warehouses, Big Data Visualization, Common Adoption Issues, Planning for
Big Data Initiatives, New Roles Introduced by Big Data Projects, Emerging Trends.

UNIT-III

Big Data Platforms

Development of scalable and yet elastic virtualized platforms using innovation to cluster commodity
hardware components (either cycle harvesting from local resources or through cloud based utility
computing services) coupled with open source tools and technology.

Big Data Storage and Processing

Big Data Storage (Query Workload, Sharding, Replication, CAP, ACID, BASE), Big Data
Processing (Parallel Data Processing, Distributed Data Processing, Shared-Everything/Nothing
Architecture, SCV).

UNIT-IV

“Big Data” in the Enterprise

The New Information Management Paradigm, Big Data Implications for Industry, Emerging
Database Landscape, Application Architectures for Big Data and Analytics, Data Modeling
Approaches for Big Data and Analytics Solutions, Big Data Analytics Methodology, Extracting
Value from Big Data: In-Memory Solutions, Real Time Analytics and Recommendation Systems.

UNIT-V

The Big Data Analysis Lifecycle (From Dataset Identification to Integration, Analysis and
Visualization)

Common Analysis and Analytics Techniques, A/B testing, Regression, Correlation, Text Analytics,
Sentiment Analysis, Time Series Analysis, Network Analysis, Spatial Analysis, Automated
Recommendation, Classification, Clustering, Machine Language, Natural Language, Semantics, Data
Visualization and Visual Analysis, Assessing Hierarchies, Part-to-Whole Relationships, Plotting
Connections and Relationships, Mapping Geo-Spatial Data, Foundational Big Data Technology
Mechanisms, Big Data & Cloud Computing.

Text Books
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 1. Books and Other Reading materials will be suggested by the concerned FacultyMember

BBABA-6.2 SUPPLY CHAIN ANALYTICS

Objective of the Course

To treat the subject in depth by emphasizing on the advanced quantitative models and methods in
logistics and supply chain management and its practical aspects and the latest developments in the
field.
UNIT-I
Warehousing Decisions , Mathematical Programming Models , P-Median Methods , Guided LP
Approach Balmer – Wolfe Method , Greedy Drop Heuristics , Dynamic Location Models, Space
Determination and Layout Methods

UNIT-II
Inventory Management , Inventory aggregation Models , Dynamic Lot sizing Methods , Multi-
Echelon Inventory models , Aggregate Inventory system and LIMIT

UNIT-III
Transportation , Network Models , Notion of Graphs, Minimal Spanning Tree, Shortest Path
Algorithms , Maximal Flow Problems , Multistage Transshipment and Transportation Problems ,
Set covering and Set Partitioning Problems , Traveling Salesman Algorithms , Advanced Vehicle
Routing Problem Heuristics , Scheduling Algorithms-Deficit function Approach and Linking
Algorithms
UNIT-IV
Analytic Hierarchy Process ,Data Envelopment Analysis

UNIT-V
Risk Analysis in Supply Chain , Measuring transit risks, supply risks, delivering risks , Risk pooling
strategies , Fuzzy Logic and Techniques-Application in SCM

Text Books
Books and Other Reading materials will be suggested by the concerned FacultyMember

41
BBABA-6.3 FINANCIAL ANALYTICS

Objective of the Course

This course explains the fundamentals of Financial Analytics to explore how financial statement data
and non-financial metrics can be linked. This can lead to enhancement of financial performance of an
organisation through more precise forecasts and optimization of operations. This exposes the learner
as to how data should be used to assess to drive financial performance and to strategize future
financial scenarios. This course will explore many areas in which data accounting provides insight
into other business areas including consumer behavior predictions, corporate strategy, risk
management, optimization, and more.

Learning outcomes

1. Understand the application of quantitative methods of financial analysis in a business

2. Analyse proposals for financial investment in a meaningful manner
3. Appreciate the concepts and apply sound techniques for analysis of financial data to
investment proposals.
4. Understand various analytical techniques of capital budgeting, working capital
management, cash flow management, and optimal capital management.

UNIT-I

Introduction to Financial Analytics

In this section, learners appreciate the Key concepts and techniques of analytics as applied to
financial data. Drawing inferences from data is explained along with practical applications from
finance field to depict real time applications.

UNIT-II

Analytical Approaches and Tools

This section presents the evolution of Analytical Approaches and Analytic Tools over the years.
Various types of Analytic Tools (R/SPSS/SAS) are presented with their applications to financial
data.

UNIT-III

Ratios and Forecasting

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This section presents the concepts of ratio analysis and forecasting along with profitability analysis
and turnover ratios and analysis of the liquidity ratios for the Organization. This builds the
backgrounds among learners to use analytics for forecasting future financial statements. Various
other models to find strategic advantages by looking into financial analysis are also presented.

UNIT-IV

Fraud Prediction Models

Fraud Prediction Models are explained so that learners understand what kind of frauds companies are
likely to commit. These models represent current the state of the art to detect and predict earnings
management.

UNIT-V

Cases

Real life Cases

Text Books

Books and Other Reading materials will be suggested by the concerned FacultyMember

BBABA-6.5 STRATEGIC MANAGEMENT

Objective of the Course

This course gives an overview of all essential aspects of business policy and strategic management.
The intention is to provide students with strategy insights; reflect on strategic dilemmas; and practice
strategy tools to enable students to become strategic thinkers.
1. Knowledge: To encourage the understanding of the many, often conflicting, schools of
thought and to facilitate the gaining of insight into the assumptions, possibilities and
limitations of each set of theories and tools;
2. Skills: To develop the student's ability to think strategically, understand the language of
business, craft strategies on paper and verbally in class discussion, critically reflect on
existing theories and tools, to creatively combine or develop frameworks and tools and use
them where useful;
3. Asia / India – focus: To provide insights into strategies of Indian/Asian companies through
cases, speakers and in-class examples.
The format of the course is based on a mixture of lecture, cases, readings and guest speakers Classes
will be used to give clarifying examples, discuss salient questions in management, for guest speakers,
and for case discussion.

UNIT-I
43
Introduction to Strategic Management
Course Introduction, What is Strategy, Strategic Management., An Overview of Strategy,
Hierarchical levels of strategy, Nature and Importance, of Business, Policy/Strategy and Strategy
Formulation.

UNIT-II
Model of the Strategic Management Process
A Theoretical Model of the Strategic Management Process, Missions, Goals & Objective, Social
Responsibilities & Managerial & Organizational Styles.

UNIT-III
Environmental and Industry Analysis
External Analysis Industry Analysis & Trends, PEST Analysis, 5 Forces Analysis, Blue Ocean
Strategy.
Internal Analysis: Competitive Advantage, Core Competence, Organizational Structure, Process,
Culture.

UNIT-IV
Strategy Formulation
Designing Business Level Strategies: Cost Leadership, Differentiation.
Designing Corporate Level Strategies: Diversification, Vertical Integration, Portfolio vs Synergy,
BCG Matrix.
Network Level Strategies Alliances, Joint Ventures, Competition vs Cooperation, Organizational
Dependencies.
Global Strategies: Internationalization: Motivations & Patterns,

UNIT-V
Strategy Implementation &Change Management
Strategy Implementation & Strategic Change: Strategy Implementation, Re-Positioning the
Organization & Strategy Execution.

Text Book
1. Charles Hill and Gareth Jones; Strategic Management an Integrated Approach; Cengage 9e
References
1. Gordon Walker -Modern Competitive Strategy-Tata McGraw Hill publications 4 th Ed
Journal papers
1. C. K. Prahalad & G. Hamel (1990). The core competence of the corporation, Harvard Business
Review, 68 (3): 79-93.
2. Collis, D.J. & Montgomery, C.A. (2008). Competing on Resources. Harvard Business Review,
86(7/8), 140-150.
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3. Porter, M.E. (2008). The five competitive forces that shape strategy. Harvard Business Review,
86(1): p78-93.
4. Kim, W. C. & Mauborgne, R. (2004). Blue ocean strategy. Harvard Business Review, 82(10),
p76-84.
5. G., Martins, K. & Powers, E. (2008). The Secrets to Successful Strategy Execution. Harvard
Business Review, 86(6), 60-70.

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