rd

3 Semester Syllabus
of
M.Com Programme
Under New CBCS Regulation 2018
Dibrugarh University

(M.Com Finance
&
M.Com Marketing)
M.Com 3rd Course Structure
Semester

COM 30100 Managerial 4

Core Course Economics

COM 30200 Business Ethics & 4

Social Responsibility

COM 30300 Financial 4

Management

Group: A
(Finance) (any
one)

COM 30411 Insurance & Risk 4

Management
Or
D. S. Elective Course
Third Semester

COM 30412 Retail Banking 4

Group: B
Or

(Marketing)

COM 30421 4
Service Marketing
Or

COM30422 4
Brand Management

AEC Group: A

(Finance)

COM 30510 Goods and Service 2

Tax (GST) Law &
Practice
Group: B

(Marketing) Digital Marketing 2

COM 30520
 GE COM 30600A Start-ups &
Entrepreneurship /

Soft Skill & 4

COM 30600B Personality
4
Development /

COM 30600C Personal Finance

4

Total Credits 22
 Course Code: 30100

Course Title: MANAGERIAL ECONOMICS

Nature of Course: CORE

Total Credit Assigned: 4 CREDITS

Course Objective:

To understand the application of various economic theories and models in managerial decision
making and to be able to relate the assumptions made in these theories to the prevailing business
and/or market conditions from a consumer’s as well as a producer’s point of view.

BLOCK UNIT CONTENTS L T P

I 1 Concept and 2 - -
Scope of
Managerial
Economics
2 Micro and 4 1 -
Macro Level
Analysis,
Demand and
REVISITING Supply
THE BASICS Analysis, Static
OF and Dynamic
ECONOMICS Analysis
3 Demand 4 1 -
Forecasting
Methods, Law
of Supply:
Exceptions to
the Law,
Market
Equilibrium
II 1 Production 4 - 1
Function, Cost
of Production,
Production
PRODUCTION Possibility
2 Marginal Rate 4 1 1
of Substitution,
Isoquants
3 Input-Output 4 1 -
Analysis
III 1 Cost Theory, 4 - -
 Types of Cost:
Opportunity
Cost, Social
Cost, Private
Cost,
Economical; vs
Accounts Cost,
Marginal vs
Average Cost,
Long-Run vs
Short-Run
Cost,
2 Cost-Output 6 1 1
COST Relationship:
Short-Run and
Long-Run,
Cost Function
3 Economies and 4 1 1
Diseconomies
of Scale
IV 1 Concept and 6 1 -
Types of
Pricing,
Revenue and
Price,
Objectives of
Pricing, Pricing
Policies and
Methods
2 Relationship 4 - -
Price Output
Determination
PRICE AND under
PROFIT Monopoly,
Monopolistic,
Oligopolistic
and Perfect
Market
Conditions
3 Nature of 4 1 -
Profit, Theories
and
Measurement
of Profit,
Pricing of
Factors of
Production
Total Number of Lectures of 1 Hour Duration: 50 Hours

Total Number of Tutorials of 1 Hour Duration: 8 Hours

Total Number of Practicals of 1 Hour Duration: 4 Hours

Hence, 50(L) + {8(T) + 4(P)}/2 = 56 Hours/14 = 4 Credits

Course outcome:

Students are expected to be able to see beyond the assumptions of the various economic theories
and models while applying the implications and results thereof in actual managerial decision-
making.

SUGGESTED READINGS:

REFERENCE:

• Economics for Business by John Sloman and Mark Sutcliffe, Pearson Education India,
Delhi, ISBN: 9788177589672

• Managerial Economics: Theory and Practice by Thomas J. Webster, Elsevier Publication,

2003, ISBN: 9788181473646

TEXT:

• Managerial Economics by Joel Dean, Prentice Hall of India, Delhi

• Managerial Economics by D.N. Dwivedi, S. Chand, 2015, India, ISBN:9789325986688

• Managerial Economics: Theory and Applications by D.M. Mithani, Himalaya Publishing

House, 2016, India, ISBN: 9789352623303
 Course Code: 30200
Course Title: Business Ethics and Social Responsibility
Nature of the Course: Core
Total Credit Assigned: 4 credits

Course Objective:
1. To acquaint the students with the meaning of ethics, values, norms, and belief.
2. To make the students familiar with Business Ethics, social responsibility, and ethical thoughts
of eminent Indian thinkers.

Block Unit Contents L T P

1 1 Meaning Ethics- definition of 3 - -
ethics and Business Ethics

2 Objectives, nature and sources of 5

ethics- Types of ethics-Need for
business ethics-importance of
business ethics

3 Factors influencing business 2 - 2

ethics-business and ethical
responsibility.

(Practical – Case Studies)

2 1 Values, Norms & Beliefs- 4 - -

meaning of values – a
comprehensive view of values

2 Morality-moral standards-moral -
dilemma 4

Beliefs and their role 2

 3 Ethical codes- theories of ethics- 6 2
ethical reasoning

(Practical – Case Studies)

3 1 Ethical Management- objectives 4

of management ethics – Ethical
activities

2 Ethics compliance management – 4

company codes

3 Codes of ethics- managerial 5 2

dilemma- Ethics Training

(Practical – Case Studies)

4 1 Social Responsibility of Business- 6

Objective, social responsibility
concept.

Broader ethical issues in Society –

Corruption, Bribery, Black-
marketing, Corporate Crime.

2 Corporate Social Responsibility 4

CSR in India

3 Ethical thoughts of Gandhi, 3 2

Vivekananda and JRD Tata.
(Practical – Case Studies)
Total No. of Lectures of 1 hour duration : 52
Total No. of Tutorials of 1 hour duration :0
Total No. of Practical of 1 hour duration :8

Hence, (L-52) +{[ (T-0) + (P-8)]/2 }= 56/14= 4 Credit

*L= Lecture, T= Tutorial, P= Practical

Course Outcome:
On completion of the course, the students will be able to understand Ethics, Values and Norms
and will be able to judge what is wrong and what is right in their life and the society at large.
Secondly, students will learn about social responsibility of business and individual, which will
help them in becoming a socially responsible citizen.

Suggested Readings:

Reference Books :

1. Oswald A.J. Mascarenhas, Doris D’Souza, E. Abraham, J.R.D. Tata: ORATIONS ON

BUSINESS ETHICS, Rupa Publications India
2. Institute Of Directors India , Directors Handbook on Business Ethics, Institute of
Directors, India
3. Br. Prasanna Swaroopa;T. D. Chandrasekhar , Good Values, Great Business, SAGE
Publications India Pvt Ltd

Text Books : 1. Bezborah, Pranjal. Business Ethics, Banalata, Dibrugarh, Assam.

2. by Archie B. Carroll, Business Ethics: Brief Readings on Vital Topics,
Routledge
 Course Code: 30300
Course Title: Financial Management
Nature of the Course: Core
Total Credit Assigned: 4 credits

Course Objective:

The objective of the course is to help the students understand:

1. The Concepts of Finance

2. The knowledge of Risk and Return
3. The process of Financial Decision Making

Block Unit Contents L T P

1:The I An overview of Financial 2 - -

scope Management
and
Environ II 3 - -
ment of Time Value of Money
Financial
Manage
II
ment
Risk and Return (basics)
4 2 2

Case Study
-

2: I Risk and Return- Portfolio Theory 5 - -

Analysis
of Risk
and II Risk and Return – capital asset- 5 2 -
Return Pricing

Central Concept and Value

III 3 - 2

3: I Investment appraisal–Introduction 5 - -
Strategic
Financial
Decision II Investment Appraisal – Risk 5 2 -
Making Analysis

III Cost of Capital – WACC 2 - 2

Case Study

4: I Capital structure and Gearing 4 - -

Strategic
Financial
Decision II Dividend Policy 5 - 2
Making

III Financial Analysis and 5 2 -

performance Evaluation

Total Lectures of 1 hour duration : 48

Tutorial classes of 1 hour duration : 8

Practical classes of 1 hour duration : 8

Hence, 48(L) +{[ 8(T) + 8(P)]/2 }= 56 hours/14= 4 Credit

*L= Lecture, T= Tutorial, P= Practical

Course Outcome:

This course will be enabling the students to understand and apply:

1. Various concepts of Finance

2. Risk and Return Matrix
3. Strategic Financial Decisions
4. Research in Finance

Suggested Readings:

Reference Book:
 1. McMinamin, Financial Management, Routledge, London.
2. B. Banerjee, Financial Management and Policy, PHI, New Delhi
3. Pandey, Financial Management, Tata McGrew Hill, New Delhi

Text Books:

1. Prasanna Chandra, Financial Management, PHI, New Delhi

2. Ahuja, Financial Management, Taxman, New Delhi
 Course Code: 30411
Course Title: Insurance and Risk Management
Nature of the Course: DSE
Total Credit Assigned: 4 credits

Course Objectives:

1) This course will examine the way in which business of insurance makes an assessment of,
control and transfer risk. It is designed for the student with no previous experience.

2) The goal of this course is to engage students in active discovery of risk management
principles. Students will be prepared to function in Insurance business environment.

3) Developing an awareness of the challenges, the tools, and the process of designing and
implementing a risk management programmes.

4) This course focuses on the ways in which businesses and society assess, control, and transfer
risk. This process, known as the risk management process, is becoming an

5) The students shall be able to grasp risk management process involved in identification of
risks and associated potential costs, analysis of the causes of risk of financial loss, determination
of various strategies to treat risk, selection of strategies appropriate to the goals and objectives of
the business, implementation of the selected strategies, management of Insurance business

6) The learners are expected to successful monitoring of results. Making adjustments, adapting to
external and internal forces, and crisis or disaster management which are now a days
incorporated in the corporate risk management.

Block Unit Course Contents L T P

I: Risk Fundamental Concepts:

and
Society 1 Risk 2

2 Chances of Loss 2

3 Peril 2

4 Hazard 2 2

5 Categories of Risk 2 2

6 Types of Pure Risk 2

7 Risk on Society 2

8 Handling of Risk 2
II: Basic of Insurance:
Insurance
and Risk- 1 Definition of Insurance 1
I 2 Characteristics of Insurance 2

3 Insurance and gambling 1 2

4 Insurance and hedging 2 2

5 Benefits of Insurance to the 1

Society

III: Insurance, Risk and some

Insurance Statistical Assumptions:
and Risk-
II Requirements of Insurable Risk
1 2
Adverse selection and Insurance
2 2 2
Cost of Insurance to the society
3 2 2
Statistical Concept of the Law of
4 Large Numbers 4

IV: Risk Risk Identification and

Manage Management:
ment
Meaning and Objectives
1 1
Risk Management Process
2 2 2
Loss Exposure Identification
3 1
Analysis of Loss Exposure
4 2 2
Implementation and Monitoring of
5 Risk 2

Management Programme
 6 Personal Risk Management 2

7 Changing Scope of Risk 2

Management
8 3

Total No. of Lectures of 1 hour duration: 48 hours

Total No. of Tutorials of 1 hour duration: 8 hours

Total No. of Practical of 1 hour duration: 8 hours

Hence, 48(L) +{[ 8(T) + 8(P)]/2 }= 56 hours/14= 4 Credit

*L= Lecture, T= Tutorial, P= Practical

Course Outcome:

1)On completion of this course, the students will be able to handle independently or in group the
academic assignments. However proper hands on shall be necessary to handle real life problems.

2) After completion of the course the students will be able to identify the area of academic
research and field of data collection and interpretation.

3) The students will be able to integrate the concepts of risk management and insurance business
for an effective management of insurance business.

Suggested Readings:

Reference Books:

1. Indian Institute of Banking and Finance: Risk Management: Macmillan, Mumbai.

2. Arunajatesan, S & Viswanathan, T.T: Risk Management & Insurance: Macmillan,
Mumbai.
3. Dorfan, M.S: Introduction to Risk Management and Insurance: Prentice Hall of India,
New Delhi.
4. Hull and Basu , Options, Futures and Other Derivatives, Pearson Education, New Delhi
5. Roy, Risk Management, Vayu Education of India, New Delhi.
6. IRDA Publications and News Letters.
Text Books

i) Rejda, Principles of Risk Management and Insurance, Pearson Education, New

Delhi.
 Course Code: 30412
Course Title: Retail Banking
Nature of the Course: DSE
Total Credit Assigned: 4 credits

Course Objective:
To introduce students with the Basics of Retail Banking.
To understand about different types of Retail Products and the Product Development
Process.
To expose students to the different technology adopted in the area of Retail Banking
and services offered by banking institutions in India.

Block Unit Contents L T P

1 1 Meaning, Features and 2 1
Introduction Advantages of Retail Banking
Operations

2 Constraints in Retail Banking 1

Operations.

3 Distinction between Retail and 2

Corporate / Wholesale Banking

2 Retail 1 Retail Products Overview - 2 1 1

Products Customer requirements.

2 Products Development Process:

Different types of Products, New 5 1 1
Product Development, Constraints
in New Product Development,
Credit scoring, CIBIL.

3 Important Retail Products:

Home Loans, Auto / Vehicle
Loans, Educational Loans,
Personal Loans: Eligibility,
3 1 1
Purpose, Amounts, Margin,
Security, Disbursement,
Moratorium, Prepayment issues,
Repayments / Collection, EMI.
 Credit / Debit Cards - Credit Vs
Debit Cards, Eligibility, Purpose,
Amounts, Margin, Security, 3 1 2
Process of using the cards, Billing
Cycle, Credit Points.
Remittances Products 3 2

3 Marketing 1 1 1 1
Meaning of Bank Marketing,
in Retail
Marketing Mix in Retail Banking,
Banking
Delivery Channels - Branch,
Extension counters, ATMs, POS,
Internet Banking, M-Banking. 4 1 1
Delivery Models.
Customer Relationship
Management: Meaning and Need 3 1
of Customer Relationship
Management, Implementation
stages in Customer Relationship
Management Process.

2 Service Standards for Retail

Banking: Objectives and 2 1
Applications.
Technology in Retail Banking:
3 1 1
Need and Issues in Technology
processes, Technology Process
Model Adopted by Banks.

4 1 4 1 1
New Developments in Retail
Other issues
Banking - New products like
related to
Insurance, Mutual Funds, Demat
Retail
services, Online / Phone Banking,
Banking
Property services, Investment
advisory / Wealth management.
 2 Recovery of Retail Loans - 3 1 1
Defaults, Rescheduling, recovery
process.

3 SARAFAESI Act, DRT Act, use 3

of Lok Adalat forum. Recovery
Agents - RBI guidelines.

Total No. of Lectures of 1 hour duration : 44

Total No. of Tutorials of 1 hour duration : 12
Total No. of Practical of 1 hour duration : 12
Hence, 44 (L) +{[ 12(T) + 12 (P)]/2 }= 56 hours/14= 4 Credit
*L= Lecture, T= Tutorial, P= Practical
Course Outcome: This course will be enabling the students
To understand the importance and role of Retail Banking Services in the Banking
Sector.
To gain practical knowledge for career Development in this sector.
Suggested Readings:

Reference Book :

1. G a u t a m G a n , S r e y a s h i G a n , U d a y a n G a n C h o w d h u r y , R e t a i l - T h e
Lifestyle Banking, Zorba Books.
2. Suresh Samudrala, Retail Banking Technology: The Smart Way to Serve Customers,
Jaico Publishing House.
3. Anna Omarini, Retail Banking: Business Transformation and Competitive Strategies for
the Future, Palgrave MacMillan, MacMillan Publishers.
4. Hugh Croxford, Frank Abramson, Alex Jablonowski, The Art of Better Retail Banking,
Wiley Publishers.
5. ‘Bank Quest’- Journal of IIBF, Monthly Journals.

Text Books :

1. Retail Banking, Indian Institute of Banking and Finance, Mac Millan.

2. John Henderson, Retail Banking: Principles and Practice, Kogan Page Publishers.
London.
 Course Code: 30421
Course Title: Service Marketing
Nature of the Course: DSE
Total Credit Assigned: 4 credits

Course Objectives:

 To introduce the students about the importance of Service Marketing in a country’s

economy.
 To highlight the environments in which the service marketing operates.
 To enumerate the application of Marketing Mix in Service Marketing.
 To understand the application of Service Marketing in various sectors.

Block Unit Contents L T P

1 I The growth of service economy 2 - -

II Nature of Services: Goods and 3 - -

Service Marketing

III Macro and Micro Environment of 3 - -

Services

Service Marketing Triangle;

IV Components of Services 2 2 -

Understanding Service Customers

V 2 - -

2 I Customer expectations of Service 2 - -

II Customer perceptions of Service 2 - -

 III Service quality and Gap Model 3 2 -

IV Employees and Internal 2 - 1

Marketing

Service Market: Segmentation,

V Targeting and Positioning 3 - -

3 I Revised Marketing Mix for 2 - -

Services

Planning for Service offer: New

II Service Development 2 - -

Pricing for Services, Service

III Promotion 3 2 -

Management of People,
Management of Process,
IV Management of Physical 4 - 1
Evidences

Marketing of Demand and Supply

V 2 - -
of Services

4 I Service Marketing Applications: 2 - -

Marketing of Financial Services

Marketing of Hospitability
2 2 -

Marketing of Educational Services

2 - -
 Marketing of Tourism

2 - 2

International Marketing of
Services: Problems
3 - 2
Trends in Services: Restrictions

 Total No. of Lectures of 1 hour duration : 48 hrs

 Total No. of Tutorial classes of 1 hour duration : 8 hrs
 2 nos. of Seminar of 2 hour duration : 4 hrs
 2 nos. of Group Discussion of 2 hour duration : 4 hrs
 Hence, Total No. of Practical Classes : 10 hrs
 Hence, 48 (L) + {[8 (T) + 8 (P)]/2 } = 56 hours/14 = 4 Credit

*L= Lecture, T= Tutorial, P= Practical

Course Outcome:

This course will be enabling the students to understand

1. The pros and cons of service marketing in India.

2. Opportunities of Research and Practice in the field of service marketing.
3. Applicability of Service Marketing in various sectors.

Suggested Readings:

Reference Book:

1.Valarie A. Zeithaml, Mary Jo Bitner), Dwanye D. Gremler, Ajay Pandit, Services Marketing,
McGraw Hill Education

2. Saiki Danyi, Service Marketing, Oxford Book Company

3.Lovelock / Chatterjee, Services Marketing: People, Technology and Strategy, Pearson

Education India

Text Books:

1.K.R.M. Rao, Services Marketing, Pearson Education India

2.Zeihthaml, Services Marketing: Integrating Customer Focus Across the Firm, McGraw Hill
Education

.
 Course Code: 30422

Course Title: BRAND MANAGEMENT

Nature of Course: DSE

Total Credit Assigned: 4 CREDITS

Course Objective:

To acquaint students with the various concepts, strategies, practices and challenges of Brand
Management in a way that they can relate the need and significance of the subject in the modern
marketing environment.

BLOCK UNIT CONTENTS L T P

I 1 Meaning and 4 - -
History of Brand,
Types and
Functions of
Brand Process of
Branding
2 Product vs Brand, 4 - -
Challenges
CONCEPT AND towards Brand
HISTORY Building
3 Brand Creation 5 - -
and Brand
Extensions:
Process and
Types, Brand
adoption
Practices, Re-
Branding and Re-
Launching
II 1 Customer Based 4 - -
Brand Equity:
Meaning and
Model (David
Aaker’s Brand
Equity Model)
2 Brand Brand 5 - 1
Identity:
Meaning, Need
for Identity,
BRAND Dimensions of
BUILDING Brand Identity,
Brand Identity
Prism
 3 Brand 4 - 1
Positioning and
Repositioning,
Positioning
Guidelines;
Brand Value,
Value Chain and
Internal Branding
III 1 Associated Brand 4 1 -
Concepts: Brand
Personality,
Brand Image,
Brand
Reinforcement,
Brand
Revitalisation,
Brand Portfolio
2 Brand Name 4 - 1
Strategies, Brand
Management:
BRAND Meaning and
MANAGEMENT Process
3 Managing Brands 4 1 -
over Time and
Geographies,
Global Branding
Strategies
IV 1 Brand 4 1 1
Assessment
through
Research,
Measuring Brand
Performance
BRAND 2 Financial Aspect 5 1 -
RESEARCH AND of Brands, Legal
REVIEW Protection of
Brands
3 Brand Audit: 3 - -
Need and Process

Total Number of Lectures of 1 Hour Duration: 52 Hours

Total Number of Tutorials of 1 Hour Duration: 4 Hours

Total Number of Practicals of 1 Hour Duration: 4 Hours

Hence, 52(L) + {4(T) + 4(P)}/2 = 56 Hours/14 = 4 Credits

Course Outcome:

Students are expected to be able to identify the characteristic differences between different brand
categories in products and services and be able to initialize the process of brand designing in
actual practice.

SUGGESTED READINGS:

REFERENCE:

• Managing Brand Equity by David A. Aaker, Prentice Hall of India, New Delhi

• Contemporary Brand Management by Johny K. Johansson and Kurt A. Carlson, Sage

Publications India Pvt Ltd, New Delhi

TEXT BOOKS:

• Building Strong Brands by David A. Aaker, Simon and Schuster Ltd,

ISBN:9781849830409

• Brand Positioning: Strategies for Competitive Advantage by Subroto Sengupta, Tata

McGraw Hill, New Delhi

• Building Brands Directly by P.Steward, MacMillan, London

 Course Code: 30510
Course Title: Goods and Service Tax (GST) Law & Practice

Nature of the Course: AEC

Total Credit Assigned: 2 credits

Course Objectives:

This course is intended to introduce the students with the structure of Indirect tax in India. The
principles of indirect tax and direct taxes are also been included for conceptualization of tax
structure. The students are also expected to learn the concept of GST and its history. They will
also learn about the record keeping aspects under GST regime and filling of GST return
periodically as per the prescribed procedure.

Block Unit Contents L T P

Block 1: I: Concept and features of indirect taxes; History of 2 1 1
Introduc Conceptual indirect taxes in India;
tion framework

II: Features Principal indirect taxes in India; Direct and 2 1 1

of Taxes Indirect Taxes; Features of Indirect Taxes.

Block 2: I: GST Laws Goods and Services Tax (GST) Laws in India.; 2 1 1
GST
II: Concept of GST; Need for GST in India; 2 1 1
Framew Conceptual Framework of GST as introduced in India;
ork in Framework Benefit of GST.
India

Block 3: I: GST Constitutional aspects of GST; Authorities under 1 1 1

GST Authorities GST Laws;
authoriti
II: Levy and Levy and collection of CGST and IGST; a) 4 2 2
es and
Collection Application of CGST/IGST law, b) Concept of
Levy: supply including composite and mixed supplies,
c) Charge of tax, d) Exemption from tax, e)
Composition levy.
Block 4: I:Concept of Basic concepts of time and value of supply, Input 2 1 21
Comput Time and tax credit; Computation of GST liability;
ation of Value
GST: II: Registration; Tax invoice; Credit and Debit 3 2 2
Registration Notes; Electronic way bill ; Returns; Payment of
and Returns tax including reverse charge.
submission
18 10 10
Total No. of Lectures of 1 hour duration : 18
Total No. of Tutorials of 1 hour duration : 10
Total No. of Practical of 1 hour duration : 10

Hence, (18) +{[ (10) + 1 (10)]/2 }= 28hours/14= 2 Credit

*L= Lecture, T= Tutorial, P= Practical

Course Outcome: The learner will be:

1. Able to understand the functioning pattern of GST in India.

2. Able to grasp all the procedure to follow for determination of tax liability.
3. Able to file GST return with all formalities.

Suggested Readings:

Reference Books:

1. Case Laws published from time to time

Text Books:

1. Anurag Singhal; Handbook on Central Goods and Services Tax Law; Law Publications.
www. amazon.in
2. CA Chitresh Gupta, CA Shilpi Gupta; Goods & Service Tax An Insight into. 2015 www.
amazon.in
3. Vivek Laddha & Pooja Patwari; GST - Paper 4 : Taxation (Section B : Indirect
Taxes)(CA-Intermediate), New Delhi. www. amazon.in.
4. ICAI study material on GST; available at
https://resource.cdn.icai.org/46249bos36354p4secBmod1init.pdf.

Note – If any new legislation(s) is enacted in place of an existing legislation(s), the syllabus will
accordingly include the corresponding provisions of such new legislation(s) in place of the
existing legislation(s) with effect from the date to be notified by the university. Similarly, if any
existing legislation ceases to have effect, the syllabus will accordingly exclude such legislation
with effect from the date to be notified by the university. Students shall not be examined with
reference to any particular State GST Law. Consequential/corresponding amendments made in
the provisions of the Income tax law and Goods and Services Tax laws covered in the syllabus of
this paper which arise out of the amendments made in the provisions not covered in the syllabus
will not form part of the syllabus. The specific inclusions/exclusions may also arise due to
additions/deletions every year by the Annual Finance Act.
 Course Code: 30520

Course Title: DIGITAL MARKETING

Nature of Course: AEC

Total Credit Assigned: 2 CREDITS

Course Objective:

To introduce students to the basic concepts and application of Digital Marketing so as to open
new doors for aspiring New-Age entrepreneurs and marketers.

BLOCK UNIT CONTENTS L T P

I 1 Concept and 4 - -
Introduction of
Digital
Marketing,
INTRODUCTION TO DIGITAL Digital vs Real
MARKETING Marketing
2 Uses of Digital 4 - -
Marketing,
Recent Trends,
Digital
Marketing
Channels
II 1 Creating Initial 2 - -
Digital
marketing Plan,
PLANNING AND ANALYSIS Content
Management
2 SWOT 2 - -
Analysis,
Target group
Analysis
III 1 Understanding a 2 1 -
Website, Levels
of Website
TOOLS OF DIGITAL MARKETING 2 Difference 2 - 1
between Blog,
Portals and
Website
IV 1 Search Engine 4 - 1
Optimization
(SEO): On-Page
and Off-Page
Optimization,
Search Media
 optimization
AVENUES/PLATFORMS/PRACTICES like Facebook,
Twitter,
Linkedin,
Pinterest and
others
2 Search engine 4 1 -
Marketing :
Tools Used and
Display
Advertising
Techniques

Total Number of Lectures of 1 Hour Duration: 26 Hours

Total Number of Tutorials of 1 Hour Duration: 2 Hours

Total Number of Practicals of 1 Hour Duration: 2 Hours

Hence, 26(L) + {2(T) + 2(P)}/2 = 30 Hours/14 = 2 Credits

Course Outcome:

SUGGESTED READINGS:

Reference Books:

 The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted and
Measurable Online Campaigns by Ian Dodson, Wiley Publications, 2016, ISBN:
9788126564408
 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital
Generation by Damian Ryan, 4th edition, Kogan Page Ltd, 2016, ISBN: 9780749478438
 The Essential Social Media Marketing Handbook – A New roadmap for Maximising your
Brand, Influence and Credibility by Gail. Z. Martin, Rupa Publications, ISBN:
9789353040178
Text Books:

 Fundamentals of Digital Marketing by Puneet Singh Bhatia, 2nd edition, Pearson

Education, India, 2019, ISBN: 9789353435141
 Digital Marketing: an insight to Fundamentals, Strategies and Implementations by Dr.
Princi Gupta and Dr. Gaurab Kr. Sharma, Notion Press, India, 2019, ISBN:
9781646615872
 Course Code: 30600A
Course Title: Start Ups & Entrepreneurship

Nature of the Course: GE

Total Credit Assigned: 4 credits

Course Objectives:

1. To create Entrepreneurship Awareness and Recognition of the need for entrepreneurship and
self-employment development
2. To grasp the prominent variables related to Start ups.
3. To understand Startups through various case studies on Startups.
4. To foresee a viable enterprise.
Block Unit Contents L T P

S G C
. .
D S
.

1 I Entrepreneurship Awareness: The 7 2 - 2 -

third option, Entrepreneurial spirit,
Recognition of the need for
entrepreneurship and self-
employment development, Scope
and Trends of Small Enterprises,
International Experience, Local
Economic Development, Small
Business/Enterprise- The Driving
force for National Growth, The
Vocational School Fallacy and
Small Business/ Enterprise: Self-
Assessment.
2 II Meaning of Startups, Startup 9 2 2 - -
actions, Startup principles,
Founders/ Entrepreneurs, Startup
training, Startup Ecosystem,
Startup Investing, Internal Startups
and Unicorns.

3 III Startup Business Ideas, Startup 16 2 2 2 2

Programs and Start up Nation
with Case studies.
4 IV . Business opportunities: 16 - - - -
Identifying and Evaluating
Business Opportunities, Quick
Start Methods, International
Business; Planning: The Business
Planning process, Refining your
Business Idea, Business
Financing, Market Research,
Developing a Marketing Plan,
Inventory; Managerial and Legal
Considerations: Forms of
Ownership, Government Rules
and Regulations, Elements of
Contract Law, Selling your
Venture; Organisation: Work
Management, Risk Management;
Business Accounts.

Total No. of Lectures of 1 hour duration : 48 hrs

Total No. of Tutorials of 1 hour duration : 06 hrs

Total No. of Practical (Seminar) of 1 hour duration : 4 hrs

(Group Discussion) of 1 hour duration : 4 hrs

(Case studies) of 1 hour duration : 2hrs

Hence, 48(L) +{[ 6(T) + 4 (S) + 4 (G.D.) + 2 (C.S)]/2 }= 56 hours/14= 4 Credit

*L= Lecture, T= Tutorial, P= Practical

Course Outcome: The learner will be:

1. Able to understand as how to go ahead with Start Ups.

2. Able to grasp the analyses to be made by an entrepreneur before venturing into an
entrepreneurial activity.
3. Able to convert ideas into enterprise.

Suggested Readings:

Reference Books:
 1. Bill Aulet , Disciplined Entrepreneurship: 24 Steps to a Successful Startup, Kindle
Edition
2. Eric Ries, The Lean Startup: How Constant Innovation Creates Radically Successful
Businesses, Penguin UK
3. The Entrepreneur Mind: How to Develop Your Entrepreneurial Mindset and Start a
Business That Works, Amazon Publishing House, My e book
4. Selchouk Sami, The Book on Entrepreneurship and Property: The Guide to Successful
Entrepreneurship and Property Investment, AuthorHouse
5. Sharif George, The Little Black Book for Entrepreneurs: The Outback Entrepreneur,
Parvus Magna Press
Text Books:

1.Entrepreneur Power Plays, Tata McGraw- Hill Edition, New Delhi

2.Entrepreneurship Development, Tata McGraw- Hill Edition, New Delhi
3.Practical Strategy for Family Business, Tata McGraw- Hill Edition, New Delhi
 Course Code: 30600B
Course Title: Soft Skill & Personality Development

Nature of the Course: GE

Total Credit Assigned: 4 credits

Course Objectives:

1. To acquaint the students with the importance of Soft Skills and Personality Development.
2. To teach the students how to acquire different soft skills and how to develop their
Personalities.

Block Unit Contents L T P

1 1 Soft Skill – What and Why 2 - -

2 Importance of Soft Skills 2

3 Classification of Soft Skills – 4 2 4

Personal Traits and Interpersonal

Traits

2 1 Personality – Dimensions of 3 - -
Personality

2 Types of Personality 4 -
 3 Certain Important Issues of
Personality 6 2 4

3 1 Attitude – Meaning and Types 4

2 Tips for Developing Positive 4

Attitude

3 Time Management 3 2 4

4 1 Verbal and Non-Verbal 4

Communication
Listening Skills

2 Written Communication – How to 4

write a resume

3 How to face an Interview 3 2 6

Total No. of Lectures of 1 hour duration : 43
Total No. of Tutorials of 1 hour duration :8
Total No. of Practical of 1 hour duration : 18

Hence, (L-43) +{[ (T-8) + (P-18)]/2 }= 56/14= 4 Credit

*L= Lecture, T= Tutorial, P= Practical

Course Outcome:
On completion of the course, the students will be able to appreciate the significance of Soft
Skills and Personality in their career and employment. They will also be able to acquire the
required soft skills and develop desired personality to make them employable.

Suggested Readings:

Reference Books :
1. Barun K Mitra, Personality Development and Soft Skills, Oxford University Press, New Delhi.
2. Surya Sinha, Complete Personality Development Course, Diamond Books, New Delhi.

Text Books :
1. Bezborah, Pranjal. Soft Skills and Personality Development, Banalata, Dibrugarh,
Assam.
2. K Alex, Soft Skills (know yourself and know the world) , S. Chand & Co Ltd., New
Delhi
 Course Code: 30600C
Course Title: Personal Finance

Nature of the Course: GE

Total Credit Assigned: 4 credits

Course Objectives:

This course integrates economics and personal finance concepts to help students of PG
programmes (Non-Commerce) to understand the implications of economic events and enable
them to make informed financial decision. They will also learn about investment and savings
vehicles available in the market along with their risk and return levels.

Block Unit Contents L T P

1 I: Personal Basics of Personal Finance, Scope, objectives. 2 1 1
Financial Finance Spend Less to Save and Invest More
Planning Meaning Financial Success and Happiness.
II: Personal The Concept of Business Cycle; Inflation- 3 2 1
Financial advantages and disadvantages
Success and Concept of Simple Interest and Compound
the Interest
Economy Opportunity Costs.
III: The Calculating Future Values 4 2 2
Time Value Calculating Present Values
of Money

2.Financi I: Financial Setting Financial Goals long term and short 4 2 1

al Goals term
Statemen Preparation of Budget, Evaluation of budget
ts, for control.
Budgets
II: The Balance Sheet as a Snapshot of Financial 5 2 2
Concepts Status.
Financial Concept of Net Worth
Statements The Personal Cash-Flow Statement- factors
affecting cash flow.
Concept of financial ratios.
I:Basic Concept of Heads of income, Gross total 4
3. concepts income, Taxable Income, Assessment Year,
Managin Previous year, Income exempted from tax. 2
2
g Income
Taxes
 II: Unit-II: Deductions in computing income- 4 1 2
Deductions, Standard deduction and General deductions.
Computatio Determination of Tax liability, Tax Deducted
n of Tax at Source, Advance Tax,

III: Filing Unit-III: Filling of Income Tax Return. Tax 3 1 1

IT return avoidance and Tax evasion.

4. I: Good and evils of Credit 4 1 1

Manage Conceptual Obtaining Credit and Building a Good Credit
ment of framework Reputation
Credit for credit Credit Approval Process of the Financial
and Institutions
Fundame Selection of lenders, criterion to be
ntals of considered for selection.
Investme Types of loan.
nt II: Concept . Unit-I: Concept of Risk, The Risk- 4 1 2
of risk and Management for investment. Basics of
investment Insurance products.
Investment for tax savings-risk free or less
risky investment- NSC, PF, PPF, Bank
deposits.

III: Investments linked to market risk- Mutual 3 1 1

Investments fund investment-types-features-return-risks.
with Investment in corporate securities-Bonds,
Market shares
Risks
.
Total (hours) 40 16 16

Total No. of Lectures of 1 hour duration : 40

Total No. of Tutorials of 1 hour duration : 16
Total No. of Practical of 1 hour duration : 16
Hence, (40) +{[ (16) + 1 (16)]/2 }= 56hours/14= 4 Credit
*L= Lecture, T= Tutorial, P= Practical

Course Outcome: The students will be competent enough—

 1. By gaining both economic and financial literacy. The course also provides a set of
practical applications to help students understand the complexities of financial decision-
making.
2. Students who complete the course will be in a position to evaluate prospective business
projects, able to invest judiciously and value financial securities, able to justify the need
and importance of loan fund both for personal and commercial purpose and plan for their
future.

Suggested Readings:

Reference Books :
1. Khan & Jain; Financial Management-Text, Problems and Cases. Tata McGraw Hill
Education (India) Private Limited. New Delhi.
2. Pandey, IM; Financial Management; Vikas Publishing House Pvt Ltd.New Delhi-110014.
3. Robert T. Kiyosaka; Rich Dad Poor Dad. Cashflow Technology.Inc.USA.
4. Walker and Walker: Personal Finance Building your Future; McGraw Hill Education
(India) Private Limited. Channai. (2017)

Text Books :
1. Jeff Madura; Peronal Finance; Pearson Education. Pearson Education. 14 Local
ShoppingCentre, Panchsheel Park, New Delhi. (2017)
2. Vishal Thakur: Finance for Non-Finance; Amazon. com. (2015)
3. Manish Chouhan: Personal Finance Principles Every Investor Should Know. Network 18
Publication Private Ltd. New Delhi-08.
Important Notes:

 The latest edition of the prescribed books should be consulted.

 In case of AEC, the students of M.Com (Finance) programme will have to
take Course no 30520 : Digital Marketing and the students of M.Com
(Marketing) programme will have to take Course No. 30510: GST Law and
Practice