Institute Of Business Administration

University Of Sindh, Jamshoro

Phone Numbers: +92-22-9213200, +92-22-9213181-90 Ext. 2009, Web Site:http//cba.usindh.edu.pk/Email:dir_iba@cba.usindh.edu.pk

Curriculum of BBA (Hons) P-II

Course Details
Course Name: Principles of Marketing
Course Code: 411
Credit Hours: 3 Credit Hours (per week)

Course Description/Objective
This course introduces the basic concepts of marketing, marketing environment, planning and research,
market segmentation and targeting, consumer behavior, industrial marketing, product planning, product-
mix, pricing, distribution, placement, promotional mix and marketing in global scenario. Objective is to
enable the students become a successful marketer and better business leaders of tomorrow after
implementing the concepts in practice learnt during the semester.

Learning Outcomes
By the end of this course it is expected that the student will be able:
 Understand the marketplace and the consumers.
 Understand the elements in marketing mix and their application in marketing decisions.
 Outline the functions of marketing communication.
 Understand the importance of customer relationship in marketing and the creation of customer
value.

Course Contents (Plan)

Week  Defining Marketing

01 Introduction to  Marketplace and Customer Needs
Marketing  Customer Driven Marketing strategy
 Building Customer Relationships
 Capturing Value
 Marketing Landscape

 Strategic Planning
Week  Marketing Planning
02 Marketing Strategy  Marketing Strategy
 Integrated Marketing Mix
 Managing Market
 Measuring ROMI
  Company’s Microenvironment
Week Marketing  Actors in Microenvironment
03 Environment  Company’s Macroenvironment
 Actors in Macroenvironment
 Responding to Environment

 Information and Customer Insights

Week Marketing  Information Needs
04 Information  Market Research
 Analyzing Marketing Information
 Customer Relationship Management (CRM)

Week  Defining Consumer Behavior

05 Consumer Markets  Consumer Characteristics
& Business Markets  Buying Decision
 Decision Process
 Buying New Products
 Business Market
 Business Behavior
 Institutional Business
Week
06  Market Segmentation
Customer Driven  Segmenting Consumer and Business Markets
Marketing  Effective Segmentation
 Market Targeting
 Evaluating and Selecting Targets
 Differentiation and Positioning
 Position Strategy
 Delivering Value

Week  Defining Product and Services

07 Building Customer  Product levels
Value  Classifying Product and Services
 Product Lines
 Product Portfolio
 Brand and Brand Strategies
 Services Marketing
 Nature of Services
Week
Mid Term
08
 New Product Strategy
 Development Process
Week New Product  Managing New Product
09 Development  Customer Centered and Team Based
  Product Life Cycle
 Adoption and Diffusion
 Defining Price
Week  Setting Prices
10  Value Perceptions
Pricing  Product Costs
 Price Decisions
 Pricing Strategies
 Price Skimming v/s Penetration
 Product Mix Pricing
 Price Adjustments and Changes

 Value Delivery Network

Week Marketing Channels  Nature and Importance
11  Vertical and Horizontal Marketing Systems
 Multichannel
 Design Decisions
 Managing Channel Members
 Logistics and Supply Chain
 Types of Retailers
 Retail Marketing
Retailing and  Types of Wholesalers
Week Wholesaling  Wholesaler Marketing
12  Trends in Wholesaling
 Advertising Objectives
 Advertising Budget
Week
 Advertising Strategy
13 Advertising and  Advertising Effectiveness
Public Relations  Public Relations
 Role and Impact of PR
 Major PR Tools

 Nature of Personal Selling

Week
Personal Selling and  Role of Sales Force
14 Sales Promotion  Sales Force Strategy
 Recruiting and Selection
 Personal Selling Process
 Sales Promotion
 Sales Promotion Tools
 Promotional Activities
Week1
Project Report/Presentations
5
Week1
Final Examination
6
 Recommended Text Book
Philip Kotler, Principles of Marketing (Latest Edition)
Reference Book
David Jobber, Principles of Marketing (Latest Edition)

Curriculum of BBA (Hons) P-I

Course Details
Course Name: Statistical Inference
Course Code: 412
Credit Hours: 3 Credit Hours (per week)

Course Description/Objective
This course is intended for business students who wish to gain an understanding of elementary data
analysis, probability and statistics and statistical inference. The main course content incorporates the
techniques and applications of probability, data analysis and statistics. The main objectives of the course
are to enhance students’ competency in application of statistics to solve business management problems
and to improve their level of quantitative sophistication for further advanced business analysis.

Learning Outcomes
At the end of this course, the student will be able to:
 Know about sampling and hypotheses testing
 Learn about data structures and data summarization
 Conduct regression, correlation and Time series analysis
 Make decisions Based on the inferences derived from given data

Course Contents (Plan)

Basic Statistical Concepts
Week 01  Descriptive Statistics
 Mean and Mode
 Standard Deviation
 Correlation and regression
 Theory of Probability
Sampling Distributions
 Z -Distribution
Week 02  t -Distribution
 Chi-square
 F-Distribution
Estimation (P-I)
 Point estimation
Week 03  Least Square method
 Maximum Likelihood method
 Interval estimation of mean
 Difference between means
 variance
 Estimation (P-II)
 Population proportion
Week 04  Difference between proportions
 Ratio of variances
 Problems on estimation
Hypotheses Testing (P-I)
Week 05  Testing of Hypotheses
 Parametric and nonparametric hypotheses
 Type I and Type II errors
 Critical Region
Week 06 Hypotheses Testing (P-II)
 Testing of Hypotheses
 Testing the variance
 Equality of variances
 Significance of correlation coefficient
 Population proportion
 Equality of proportions
Linear Regression and Correlation
Week 07  Simple Linear Regression Model
 Slope and Population Regression Line
 Estimated Regression Line
 Inferences and Correlation Coefficient
 Evaluating Model Adequacy

Week 08 Mid Term

Multiple Regression Analysis

 Multiple Regression Models
Week 09  Utility of Model
 Inferences based on Estimation
 Issues in Multiple Regression
Chi-Square Test
Week 10  Introduction
 Goodness-of-Fit Tests
 Application of Goodness-of –Fit Test
 Independence of Two Variables Tests
 Normality Test
Analysis of Variance
 Single -Factor ANOVA and F-Test
Week 11  Multiple Comparisons
 Randomized Experiment
 Two-Factor ANOVA
ANOVA
 One way classification
Week 12
 ANOVA
 Two way classification
Week 13
TIME SERIES ANALYSIS
 Moving Average
Week 14
 Seasonality
 Measure of trend and seasonal variations
 Time series analysis in forecasting
Week 15 Presentations/Report Submission

Recommended Text Book

Statistics for Business and Economics, David R. Anderson, Dennis J. Sweeney, latest Edition, Thomson
Hussain, S. M. Ahsan, “Tools Of Statistical Analysis”, 12th. Ed., . Hussain, S. M. Ahsan, Null Edition,
Kifayt Acadamy, Karachi.,.
Reference Book
Statistics For Management and Economics (Abbreviated), Gerald Keller, (latest) Edition, Thompson

Curriculum of BBA (Hons) P-I

Course Details
Course Name: Money and Banking
Course Code: 413
Credit Hours: 3 Credit Hours (per week)

Course Description/Objective
This course provides a framework for studying the nature and function of money in the economy and the
institutional characteristics of the banking system and financial markets. The objective of this course is to
equip students with the understanding about fundamentals of structure, organization and functions of
financial markets, institutions and banks. Students should be able to develop an insight between monetary
and macro economic theory.

Learning Outcomes
By the end of this course it is expected that the student will be able to understand:
 The concept of the money, money demand & supply
 Monetary theories the impact of monetary variables on real variables
 The role of central bank and Instruments of monetary policy
 the concept of trade deficit, exchange rates, and the impact of capital inflows and outflows
 The Islamic perspective on money and banking

Course Contents (Plan)

Functions and Forms of Money
Week 01  Money Importance
 Roles of Money
 International Perspective
  Monetary and Nonmonetary Economics
 Self Test and Problems
Evolution of Money
 Money Evolution
Week 02  Commodity Money
 Commodity Standards
 Seigniorage
 Self Test and Problems

Present and Future

Week 03  Measuring Money
 Two Approaches
 How Fed Measures Money
 Best Definition of Money
 Future of Money
 Monetary Aggregates
 Self Test and Problems
Saving, Investment and Credit Markets
 Island Economy
Week 04  Production and Consumption in Island Economy
 Credit and rate of Interest
 Implications of Island Economy
 Self Test and Problems
Financial Instruments
Week 05  Financial Intermediation
 Saving to Borrowing
 Financial Institutions
 Mainstream Credit
 Financial Markets
 Self Test and Problems
Week 06 Depository Financial Institutions
 Origins of Banking
 Commercial Banking
 The Thrift Industry
 Distinction of Depository Institutions
 Self Test and Problems
Interest Rates
Week 07  Understanding Interest
 Market rate of Interest
 Role of Interest
 Nominal versus Real
 Types of Nominal Interest
 Interest Yields
 Interest Accounting
 Self Test and Problems
Week 08 Mid Term
Depository Institutions and Money Supply
 Reserves and Total Deposits
Week 09  Direct Effect on Total Reserves
 Deposit Expansion
 Expansion Multiplier
 Complete Mooney
 Credit Multipliers
 Self Test and Problems

Monetary Theory
Week 10  Basic Concepts
 Foundation of Monetary Theory
 Classical Model
 Classical Theory
 Quantity Theory
 Interest Rate Determination
 Self Test and Problems
SBP Prudential Regulations
 Functions of central bank
Week 11  Operational Mandates
 Structure and Operations
 Relationship with Government
 Evaluating Performance
Commercial Banking
 Commercial bank and its functions
 Commercial banks and payment system
Week 12  Commercial banks and money stock
 The organizations and structure of banks
 Lending to business firms
 Policies and procedures
Financial Markets in Pakistan
 Money Market
Week 13
 Foreign Exchange Market
 Equity Market
 Bond Market
 Non-bank intermediaries
 Informal Financial Markets
International Money and Finance
 International Economic Transactions
Week 14
 Determining Exchange Rates
 Equilibrium and Exchange Rate
 International Banking
  International Accounting
 Adjustment Mechanisms
 Fixed and Floating Rate of Exchange
Week 15 Project Report/Presentations

Recommended Text Book

1. Money & Banking. , Roger Leroy Miller, David D. Vanhoose , latest Edition
2. Modern Money And Banking in Pakistan,, S.A.Meenai, latest Edition, Oxford
Reference Book
Principles of Money, Banking and Financial Markets, Lawrence Ritter, William Silber, (Latest Edition)

Curriculum of BBA (Hons) P-I

Course Details
Course Name: Principles of Business Finance
Course Code: 414
Credit Hours: 3 Credit Hours (per week)

Course Description/Objective
Business Finance course aims at imparting knowledge about the very basic concepts and tools of Business
Finance. This course covers issues related to the financial structure of firms and decisions to acquire
assets as well as their financing. It deals with the basic tools, concepts, and techniques of financial
analysis applied to corporate decision making. Students will further develop their skills in financial
principles to solve problems of acquisition, use, and management of funds in business.

Learning Outcomes
By the end of this course it is expected that the student will be able to understand:
 Functions of business finance and finance manager.
 The basics of finance theory and its applications to corporate financial decisions.
 Analysis of financial statements.
 Tools and techniques of time value of money for investing decisions.
 Concepts of risk and return for portfolio management.
 The principles of capital structure.
 The concept of cost of capital.

Course Contents (Plan)

Business and Financial Environment
Week 01  Sole Proprietorships and Partnerships
 Corporations and Limited Liability
 Corporate & Personal Income Taxes
 Financial Markets
 Financial Intermediaries
 Secondary Markets
 Funds and Interest Rates
Financial Statements
  The balance sheet
Week 02  The income statement
 Taxes
 Cash flows
Analysis of Financial Statements
 Standardized financial statements
Week 03  Ratio analysis
 The Du-pont identity
 Internal and sustainable growth
 Using financial statement information
Time Value of Money
 Interest Rate
Week 04  Simple Interest
 Compound Interest
 Compounding Periods
 Continuous Compounding
 Amortization
 Problems
Valuation of Long-Term Securities
Week 05  Valuation Concepts
 Perpetual Bonds & Finite Maturity
 Preferred Stock
 Common Stock
 Dividend Discount Models
 Rates of Return
 Yield on Preferred Stock
 Yield on Common Stock
Week 06 Risk and Return
 Defining Risk and Return
 Probability Distribution
 Attitudes towards Risk
 Portfolio Risk
 Diversification
 Capital-Asset Pricing Model
 Efficient Financial Markets
Stocks and Their Valuation
Week 07  Shares and their basic features
 Benefits from a share investments
 Price of ordinary shares
 Behavior of expected dividend growth and share price
 Price of shares based on earnings
 Expected rate of return
 Preferred shares and their characteristics
 Price of preferred shared and the expected rate of return
 Valuing the entire business
Week 08 Mid Term
Net Present Value & Investment
  Net present value
Week 09  The payback rule
 The average accounting return
 The internal rate of return
 The profitability index
 The practice of capital budgeting
Introduction to Islamic Finance
Week 10  Mudarba
 Musharqa
 Murabah
 Ijarah
 Conventional financial system
Accounts Receivable & Inventory
 Credit Standards
Week 11  Collection Policies
 Credit Analysis
 Outsourcing
 Inventory Management
 EOQ and Safety Stock
 Just in Time Management
Cost of Capital (P-I)
 The cost of capital concepts
 Individual and weighted average costs of capital
Week 12  Costs of capital and valuation
 Capital structure
 Capital structure decision (No taxes or other capital market imperfections)
 Taxation and capital structure decision
Cost of Capital (P-II)
 Debt equity ratio, cost of capital and the value of the firm (The MM Propositions)
Week 13
 Optimal capital structure
 Costs of financial distress and bankruptcy
 The static trade-off theory
 The pecking order theory
 Personal taxes
 Evidence on capital structure determinants
Capital Budgeting
 Project Evaluation
Week 14
 Payback Period and IRR
 Mutual Exclusion
 Multiple IRR
 Capital Rationing
 Post-Completion Audits
Week 15 Presentations/Report Submission

Recommended Text Book

Jemes C. Vanhorne: Fundamentals of Financial Management, latest edition, Pearson
Reference Book
Financial Management-Theory and Practice, Eugene F. Brigham and Michael C. Ehrhardt, latest Edition,
Thomson Soutwestren,.

Curriculum of BBA (Hons) P-I

Course Details
Course Name: Business Communication
Course Code: 415
Credit Hours: 3 Credit Hours (per week)

Course Description/Objective
This course is intended to provide participants with advanced understanding of the concepts and
principles of professional business communication. This course will teach students to communicate in a
clear, courteous, concise, complete and correct manner on both personal and professional levels. Students
will develop their competency in oral, written interpersonal, technological and employment
communication.

Learning Outcomes
By the end of this course it is expected that the student will be able to understand:
1. Describe the process of communication within business organizations
2. Use language and nonverbal communication to communicate effectively
3. Analyzes realistic business situations and selecting appropriate strategy to bring about the desired
outcome
4. Identify the needs of an audience and develop articulate speeches
5. Use visual aids and graphics to create coherent presentations

Course Contents (Plan)

Business Communications
Week 01  Effective Communication
 Components of Communication
 Communications Concepts
 Problems in Communication
 Nonverbal Communication
Effective Communication (7 Cs)
 Completeness
Week 02  Conciseness
 Consideration
 Concreteness
 Clarity
 Courtesy
 Correctness
Electronic Communication
 Information Management
Week 03  E-mailing
 Internet and Security
  Voice Mail and Teleconferences
 Corporate News Media
Communication Process
 5 Planning Steps
Week 04  Basic Plans
 Deductive v/s Inductive
 Beginning and Endings
 Message Composition
 Proofing the Message
Business Messages Design
Week 05  Business Letters
 Letter Layout
 Memorandums
 Layout of Memorandums
 E-mail and Faxes
 Telegrams and Mailgrams
Week 06 Good-News Messages
 Organizational Plan
 Favorable Replies
 Answering Inquiries/Grant Request
 Acknowledging Orders/Favors
 Goodwill Messages
 Neutral Messages
 Announcements/Transmittals
Bad-News Messages
Week 07  Right Attitude
 Indirect/Direct Plan
 Non-sales Related Inquiries
 Refusals
 Unfavorable Messages
Week 08 Mid Term
Persuasive Messages
 Organizing Persuasive Messages
Week 09  Persuasive Requests
 Product/Service Requests
 Adjustments/Changes Requests
 Employee Reference
 Persuasive Sales Letters
Short Reports
Week 10  Main Sections
 Outlining Desirable sections
 Conference Reports
 Progress Reports
 Periodic Reports
 Memorandum Reports
  Letter Reports
Long Formal Reports
 Cover and Title
Week 11  Letter of Memorandum
 Letter of Transmittal
 Table of Contents
 Executive Summary/Abstract
 Referencing and Bibliography
 Presenting Long Report
Proposals
 Purposes of Proposals
 Research Proposal
Week 12  Business Proposals
 Parts of Proposals
 Short Proposals
 Long Formal Proposals
 Writing Style and Appearance
Successful Communication Strategies
 Strategies for Oral Communication
Week 13
 Reducing Stage Fright
 Strategies for Listening Skills
 Informative and Persuasive Speaking
 Kinds of Informative and Persuasive
 Audience Analysis
 Supports of Persuasive Speaking
Job Application Process
 Self – Assessment
Week 14
 Market Assessment
 Resume/Cover Letter
 Job Interview Preparation
 Follow-up Messages
 Successful Negotiating
Week 15 Presentations/Report Submission

Recommended Text Book

Effective Business Communications, Murphy, Hildebranot, Thomas, latest Edition
Reference Book
Business Communication Today, Courtland L Bovee, John V Thill, Mukekh Chaturvedi, latest Edition