Evaluation Scheme & Syllabus

Of

Bachelor of Business Administration

(B.B.A)

(W.e.f. Academic Session 2022-23)

Faculty of Management

INVERTIS UNIVERSITY

Bareilly
 B.B.A

Bachelor of Business Administration (BBA) degree program with emphasis on theories,

concepts and applications. This program is suitable for students who are interested in learning
business strategy and principles, preparing them to work in a professional business
environment. The programme is designed to offer practical broad knowledge of functional
aspects of a company and how the interactions of these aspects are successfully executed
from a middle management capacity. The programme intends to train the students to become
competent enough for entry level management professionals. Its basic aim to impart basic and
operational knowledge on all functional areas of management makes the programme unique.

Program outcome of BBA Programme

BBA Programme has been designed to prepare graduates for attaining the following specific
outcomes:

PO1: Critical Thinking Skills: Demonstrate the critical thinking mindset and the ability
to identify and formulate research problems, research literature, design tools, analyze
and interpret data, and synthesize the information to provide valid conclusions and
contextual approaches across a variety of subject matter.

PO2: Communication Skills: Students are able to conceptualize a complex issue into a
coherent written statement and oral presentation.

PO3: Technology Skills: Students are competent in the uses of technology in modern
organizational operations.

PO4: Entrepreneurship and Innovation: Students can demonstrate the fundamentals of

creating and managing innovation, new business development, and high-growth
potential entities.

PO5: Business Knowledge: Students can demonstrate technical competence in domestic

and global business through the study of major disciplines within the fields of
business

PO6: Ethical Behavior and Social Responsibility: Identify and analyze ethical conflicts
and social responsibility issues involving different stakeholders. Develop viable
alternatives and make effective decisions relating to business ethics and social
responsibility.

PO7: Project management: An ability to use skills and management principles to do

work as a member and leader in a team, to manage projects and demonstrate
capabilities in new venture creation

PO8 : Life-long learning: Recognition of the need for, Achieve higher levels of
 proficiency and self-actualization through pursuing lifelong learning.

STUDY AND EVALUATION SCHEME

BBA (Bachelor of Business Administration)

(Effective from session 2023-2024)

YEAR II, SEMESTER IV

Course Course Title Course Hours EVALUATION SUBJECT CREDIT

Code Category SCHEME TOTAL

Operations
BBA401 CC 14 3 1 0 30 70 100 4
Research

Consumer
BBA402 CC 15 3 1 0 30 70 100 4
Behavior

Research
BBA403 CC 16 3 1 0 30 70 100 4
Methodology

International
BBA404 CC 17 3 1 0 30 70 100 4
Business

Income Tax
BBA405 Law & CC 18 3 1 0 30 70 100 4
Practices

BBA** GE 4 GE 3 1 0 30 70 100 4

Research
BBA
Project & AECC 0 0 2 30 70 100 4
495
Viva Voce

1
Total 6 2 210 490 700 28
8

L - Lecture, T - Tutorial, P - Practical, CA - Continuous Assessment, EE - End Sem

Exam

*After this semester will undergo one month compulsory Internship.

 BBA 401: Operations Research
Teaching Scheme Examination Scheme
Lectures: 3 hrs/Week Class Test -12Marks
Tutorials: 1 hr/Week Teachers Assessment - 6Marks
Attendance – 12 Marks
Credits: 4 End Semester Exam – 70 marks

Course Objectives:

Course Outcomes:

CO1 To explain the basic use of quantitative techniques in the

management of business, industrial and organizational
operations and projects.

CO To identify appropriate linear programming techniques for

2 decision making problem and interpret the results obtained.

CO To formulate and solve decision making problems as

3 networks and graphs.

CO4 To set up decision models and use some solution methods

for linear programming problems

CO5 Understand variety of optimization problems such as

transportation problem, project management, game theory,
replacement of items that fails suddenly and sequencing of
jobs in such a way so that they should give the best
sequence for a set of activities

CO6 Implement the learning

Course Content -
Unit-1

Nature, Definition & characteristics of operations research, Methodology of OR,

Models in OR;OR & managerial Decision making, OR techniques.

Unit-2

Linear programming: Introduction, Advantages of Linear Programming, Applications

areas of Linear Programming. LPP-problem formulation, Graphic Method.

Unit-3

Transportation-North West Corner Rule, matrix Minima & VAM Methods,

Degenerating.

Unit-4

Game Theory: Two Person Zero Sum Games, Pure & Mixed Strategies, The Maximin
& Minimax Principle, Solution of Games using Arithmetic & Graphical Methods

Unit-5

PERT & CPM-Introduction, Network Analysis, Time Estimates in Network Analysis,

CriticalPath Method; Programme Evaluation & Review Technique.(only basic no
crashing).

Unit-6

Replacement Problems: Replacement of asset that deteriorates gradually, (only

keeping time come constant), Replacement of Equipments that fails suddenly
Sequencing Problem: Meaning, Processing n Jobs through two Machines, Johnson’s
Rule.

Text and Reference Books-

1. Operations Research:KantiSwarup, ManMohan,S.Chand& Sons 2005
2. Optimization Theory & Applications: Rao,S.S.,Wiley Eastern Ltd.2008
3. Introduction to Operations Research: Hiller,F.S. ,Lieberman,Holden-Day.2006
4. Operations Research : Sharma S.D.,KedarNath& sons,1997
5. Operations Research: Heera& Gupta,S.Chand & sons,2000
6. Operation Research by J.K.Sharma, Pearson
7. Operation Research by Handy A. Taha, Prentice Hall India
8. Quantitative methods for business by Anderson, Sweeney and Williams, Thomson
Publications.
 BBA 402: Consumer Behavior
Teaching Scheme Examination Scheme
Lectures: 3 hrs/Week Class Test -12Marks
Tutorials: 1 hr/Week Teachers Assessment - 6Marks
Attendance – 12 Marks
Credits: 4 End Semester Exam – 70 marks

Course Objectives:

The basic objective of this course is to develop and understanding about the many
aspects of consumer behaviour and its applications in marketing.

Course Outcomes:

CO1. To acquire an understanding of the psychological processes that underlie the

effectiveness of marketing strategy in terms of impact on consumer behavior.

CO2. To acquire a knowledge base that enables critical assessment of current and
future metrics, research technologies, and research data output.

CO3. To acquire a “toolbox” of psychological principles applicable to marketing

strategy..

CO4. Assess the components and stages of the individual decision-making process.

CO5. Evaluate the influence of culture and subculture on consumer consumption

preferences.
CO6. Assess the components and stage of the group decision-making process.

Course Content –

Unit - 1
Introduction to Consumer Behaviour; Consumer Behaviour and marketing Strategy,
Methods of consumer research, Applications of consumer behaviour knowledge in
marketing. Contributing disciplines and area like psychology, social psychology,
economics, anthropology etc. Diversity of consumers and their behaviors. Profiling
the consumer and understanding their needs. Segmentation , Consumer Decision
making process and decision making roles Information Search Process; Evaluative
criteria and decision rules. Are consumers Rational or emotional. Involvement theory
and applications.

Unit – 2

Consumer needs, theories of Motivation and their applications. Process theories and
content theories. Personality and self concept. Theories of personality. Trait theory
and measurement. Motivational Research. Perception. Thresholds of perception,
Subliminal perception, Perceptual process dynamics. Positioning methods and
measurement. Perceptual mapping methods, multi dimensional scaling. Consumer
imagery.

Unit – 3

Learning theories and their applications, Brand loyalty, Brand extensions.

Conditioning theories, Cognitive learning theories. Attitudes and Attitude Change;
Concept and measurement of attitudes. Strategies of attitude change.. Attribution
theory and Cognitive dissonance. Persuasion and persuasibility

Unit – 4

Self Concept. Concept of Multiple Selves. Development of the self. Image

Congruence assumptions . Social Comparison theory . Self-esteem. Body image and
body esteem. Fashion, Cosmetics and Conspicuous consumption. Psychographics and
Lifestyle; Reference Group Influence; Theory of reference group and applications
Endorsements and reference group influence.

Unit – 5

Culture, the concept meaning and measurement Content analysis. Values and beliefs,
Rituals, Customs, Tradition, Symbol and influence in consumption. Consumer
learning of culture.,. Consumer Socialization. Semiotics. Subcultures and Cross
Cultural issues in marketing

Unit - 6

Family, family life cycle and decision-making. Social Class. The concept and
measurement. Mobility among social classes. Prestige products and status. Diffusion
of Innovation and Opinion Leadership . Marketing, consumer behaviour and society.
Consumption and persuasion-Issues of manipulation and long term impacts on society
and children. . Consumer materialism. Consumer behaviour knowledge for public
policy. .

Text and Reference Books-

1. Leon G.Schiffman & Leslie Lazar Kannk, Consumer Behaviour, Prentice-Hall of

India

2. Reynolds & Wells: Consumer Behaviour – Mcgraw Hill, International.

3. James F.Ingel Roger.D. & Blackwell – Consumer Behaviour – Dryden Press

4. S.C.Mehta – Indian Consumers – Tata McGraw Hill

 BBA 403: Research Methodology

Teaching Scheme Examination Scheme

Lectures: 3 hrs/Week Class Test -12Marks

Tutorials: 1 hr/Week Teachers Assessment - 6Marks

Attendance – 12 Marks

Credits: 4 End Semester Exam – 70 marks

Course Objectives: The primary objective of this course is to develop a research orientation
among the scholars and to acquaint them with fundamentals of research methods.
Specifically, the course aims at introducing them to the basic concepts used in research and to
scientific social research methods and their approach. It includes discussions on sampling
techniques, research designs and techniques of analysis.

Course Outcomes:

CO1 Knowledge of concept / fundamentals for different types of research.

CO 2 Applying relevant research techniques.

CO 3 Understanding relevant scaling & measurement techniques and should

use appropriate sampling techniques.

CO4 Synthesizing different techniques of coding, editing, tabulation and

analysis in doing research.

CO5 Evaluating statistical analysis which includes various parametric test

and non-parametric test.

CO6 Techniques to prepare report.

Course Content -

Unit-1

Introduction –Meaning of Research, Objectives of Research, Types of Research, Significance

of Research, Research methods versus methodology, Research process, Criteria of Good
Research, Problems encountered by Researchers, Research problems in Management

Unit-2

Meaning of Research design, Features of a Good Research design, Different research design
(Exploratory, descriptive and causal), Measurement scales: Nominal, Ordinal, Interval and
ratio; Likert scale; Sources of error in measurement.

Unit-3

Sampling Design- Census and Sample Survey, Steps in Sample design, on-probability and
Probability sampling designs (Sample random, Stratified random, Systematic, Cluster
sampling), Determination of Sample size.

Unit-4

Primary versus Secondary data, Methods of Primary data collection (Observation, Interview,
Questionnaire, and Schedule method), Guidelines for constructing questionnaire, Collection
of secondary data. Processing and Analysis of data –Processing operations (Editing, Coding,
Classification, Tabulation), Measures of Central tendency, Measures of dispersion.

Unit-5

Correlation and regression, Association of Attributes, Hypothesis Testing-Hypothesis

Formulation, Null and alternative hypotheses, Types of errors, Level of significance, Tests
based on Z, Chi –square, t and F- statistics.

Unit-6

Data Presentation-Diagrams, Graphs and Charts ,Report Writing-Significances of Report

Writing, Different steps in writing report, Layout of the research report, Types of reports,
Mechanics of writing a research report, precautions for writing research reports.

Text and Reference Books-

1. Research Methodology ,Kothari,C.R,2ND Edition, New Age International Publishers

2. Business Research Methods ,Zikmund ,William G,Thomson Learning
3. Panneerselvam, R.:Reaearch Methods ,Prentice-Hall of India Private Limited ,New
Delhi
 BBA 404: International Business
Teaching Scheme Examination Scheme
Lectures: 3 hrs/Week Class Test -12Marks
Tutorials: 1 hr/Week Teachers Assessment - 6Marks
Attendance – 12 Marks
Credits: 4 End Semester Exam – 70 marks

Course Objectives:

To recognize the cause of trade, sources of the gains from trade and the domestic and
International distribution of those gains.

Course Outcomes:

CO1 To recognize the importance of International Trade in the era of

Globalization.

CO 2 To understand the various components of International Business

Environment.

CO 3 To apply the principles of various trade theories in International

Trade.

CO4 To analyze the reasons of disequilibrium in Balance of Trade and

Balance of Payment and their adjustment.

CO5 To classify the instruments of Trade Policy w.r.t. Tariff and Non-
Tariff Barriers.

CO6 To evaluate the role of WTO and other international bodies in

global world
 Course Content -

Unit-1

A brief historical introduction of Theory and practice of International Trade.

Globalization -
Forces, Meaning, dimensions and stages in Globalization.

Unit-2

International Business Environment: Economic, political, legal and cultural

environment.

Unit-3

Trade Theories: Introduction to theories of International Trade by Adam Smith,

Ricardo and
Ohlin & Heckler

Unit-4

Balance of payments- Concepts and measurements – Balance of trade transfers –

current and capital accounts – deficits and surplus – Equilibrium in the BOPs –
National income and BOPs –Disequilibrium and adjustments of BOPs.

Unit-5

Instruments of Trade Policy: Theory of Tariffs, Tariffs and income distribution –

optimum
 Tariffs, effects of Tariffs. Non-Tariff barriers – Quotas, Exchange control and other
quantitative restrictions, international cartel, dumping, International agreements and
services.

Unit-6

Bilateral and Multilateral Trade Laws - General Agreement on Trade and Tariffs,
(GATT),
World Trade Organization - Seattle and Doha round of talks - Dispute settlement
mechanism
under WTO – TRIPS and TRIMS - International convention on competitiveness

Text and Reference Books-

1. K. Aswathapa, “International Business”, Tata-McGraw-Hill, 4th Edition

2. Paul J, “International Business”, Prentice Hall
3. Daniels, “International Business”, Pearson Education
4. Varma M.L., “International Trade”, Vikas Publishing House, 2007
5. Mannur H.G., “International Economics”, Vikas Publishing House, 1999
6. Cherulinam Francis, “International Business”, Himalaya, 4th Edition
7. Hill Charles, “International Business”, McGraw-Hill, 7th Edition
 BBA 405: Income Tax Law and Practice

Teaching Scheme Examination Scheme

Lectures: 3 hrs/Week Class Test -12Marks

Tutorials: 1 hr/Week Teachers Assessment - 6Marks

Attendance – 12 Marks

Credits: 4 End Semester Exam – 70 marks

Course Objectives:

Objective of this subject is to provide exposure to the students to the various provision
of Income Tax Act relating to computation of Income of individual assesses and make
the students aware of e-filing income tax return.

Course Outcomes:

CO1 To introduce the basis concept of Income Tax

CO2 In order to familiarize the different know-how and heads of income

with its components

CO3 Able to file IT return on individual basis.

CO4 Able to compute total income and define tax complicacies and
structure

CO5 Able to understand amendments made from time to time in Finance

Act

CO6 Differentiate between direct and indirect tax assessment.

Course Content -

Unit-1
 Basic Concepts- Income, Agriculture Income, Casual Income, Assessment year,
previous Year, Gross Total Income, Total Income, Person, tax evasion, tax avoidance

Unit-2

Basis of charge- Scope of total income, residence and tax liability, income which does
not form part of Total Income

Unit-3

Heads of Income- Income from Salaries.

Unit-4

Heads of Income- Income from House Property and Profits and Gains of Business and
profession.

Unit-5

Heads of Income - Capital Gains and Income from other sources.

Unit-6

Aggregation of Income, Set off carry forward of losses, Deduction from Gross Total
Income and e-filing income tax return.

Text and Reference Books-

1. Students’ guide to Income Tax , Singhania Vinod ,Taxmann Allied

2. Students’ Approach to Income Tax, Ahuja Girish, Bharat Law House Pvt. Ltd.
3. Income Tax Law and Accounts, Mehrotra H.C, Sahitya Bhawan Publications.
4. Income Tax Law and Accounts, Agarwal B.K., Nirupam Publication, Agra.
5. Income Tax Law and Accounts, Jain R.K., SBPD Publication, Agra.
 BBA 444: Family Business & Entrepreneurship Management
Teaching Scheme Examination Scheme
Lectures: 3 hrs/Week Class Test -12Marks
Tutorials: 1 hr/Week Teachers Assessment - 6Marks
Attendance – 12 Marks
Credits: 4 End Semester Exam – 70 marks

Course Objectives:

This course aims to understand Entrepreneurship and its role in the society. It will
equip the students with understand the evolution of Entrepreneurship. The course will
use and focus on knowledge about business Idea Generation and EDP Programme.

Course Outcomes:

CO1: The student shall be equipped with the required entrepreneurial knowledge
and skill to start a business.
CO2: The student shall be motivated towards entrepreneurial process, innovative
and lateral thinking
CO3: To gain knowledge about business Idea Generation and EDP Programmes.
CO4: To identify professionalism in family business.
CO5: To study family business strategy through case study and identify similar type
of family businesses.
CO6: To identify the importance of governance in family business.

Course Content:

Unit - 1

Entrepreneur and Entrepreneurship: Description and definition of entrepreneur-

Characteristics of entrepreneur. Functions of an entrepreneur, Types of entrepreneurs,
Concept of entrepreneurship-entrepreneurial culture- entrepreneurial process-
entrepreneurial competencies-entrepreneurial mobility.

Unit - 2

Evolution of Entrepreneurship: Genesis of entrepreneur and entrepreneurship-

Theories of Entrepreneurship–Role of entrepreneurship in economic development–
Barriers of entrepreneurship - Entrepreneurship and current business environment

Unit – 3
 Business Idea generation: Sourcing of business ideas, innovative ideas, opportunity
identification, scanning of the environment - finding the gaps for new business and
new way of business - setting-up new ventures - acquiring existing business –
franchising and Entrepreneurship.

Unit – 4

Family Business: Concept of family business - Importance of Family Business –

Characteristics of family business – History of Family business – The 3-Circle model
of Family Business. Life cycle of family business – Hindu undivided Family business.

Unit – 5

Family Business Dynamics: Family dynamics and business dynamics - Family and
ownership of business dichotomy – Responsibilities and rights of shareholders of a
family business - age and gender dynamics among the family members and its effect
on the business – Advantages and Challenges of family business in India.

Unit - 6

Family Business and Governance: Advisory board and Board of directors –Family
communications and family meetings-Family Councils and family offices –Change
adoption and innovation-The future of family business continuing the spirit of family
business.

Text and Reference Books-

1. Bill Bolton, John Thompson (2014), Entrepreneurs: Talent, Temperament and

Opportunity, Routledge 3rd Ed.
2. Arya Kumar (2014), Entrepreneurship: Creating and Leading an Entrepreneurial
Organization, New Delhi: Pearson Publications.
3. S.Anil Kumar & S.C Purnima (2014), Entrepreneurship Development, New Delhi:
New Age Publishers.
4. A Shay and V Sharma (2012), Entrepreneurship and New Venture Creation, New
Delhi: Excel Books.