first year - 7college.du.ac.bd7college.du.ac.bd/syllabus/attachment/7115396832667 college...

Subject: Marketing Syllabus for Four Year BBA Honours Course

Effective from the Session: 2017-2018 Year-wise Papers and marks distribution

First Year

Paper Code Paper Title Marks Credits

MKT-1001 Introduction to Business 100 4 MKT-1002 Principles of Marketing - I 100 4

MKT-1003 Financial of Accounting 100 4

MKT-1004 Principles of Management 100 4

MKT-1005 Micro-Economics 100 4 MKT-1006 Introduction to Computer 100 4

MKT-211501 History of the Emergence of Independent Bangladesh 100 4

Viva-Voce 025 1

Total = 725 29

Detailed Syllabus

Paper Code: MKT-1001 Marks: 100 Credits: 4 Class Hours: 60 Paper Title INTRODUCTION TO BUSINESS

1.The Business Enterprise: Foundation of Business and Economics, Form of Business Ownership,

Entrepreneurship, Franchising and Small Business.

2.The Environment for Business: Social Responsibility and Business Ethics, Business Law and

Government, International Business.

3.Management and Organization: Fundamentals of Management, Organizing the Business,

Managing production and Operation.

4.Human Resources: Human Relation and Motivation, Managing Human Resources, Labor

Management Relations.

5.Marketing: Marketing Strategy, Product & Price, Distribution and Promotion.

6.Financial Management: Money and Banking, Financial Management, Investment and

Personal Finance, Risk Management and Insurance.

7.Accounting and Information Systems: Accounting Fundamentals, Computers and

Management Information Systems.

Book Recommended :

1. Steven J. Skinner & John M Ivanceich : Introduction to Business

Book Reference:

1. Straub and Attner : Introduction to Business, Kent Publishing

Company, Boston, Massachusetts, USA

Paper Code: MKT- 1002 Marks: 100 Credits: 4 Class Hours: 60

Paper Title: PRINCIPLES OF MARKETING - I

1. Marketing: Creating and Capturing Customer Value

Marketing Defined, The Marketing Process- Understanding the Marketplace and Customer

Needs- Designing a Customer Driven Marketing Strategy- Preparing an integrated Marketing

Plan and Program- Building Customer Relationships- Capturing Value from Customers-The

Changing Marketing Landscape- The Digital Age, Rapid globalization, The Call for More

Ethics and Social Responsibility, The growth of Non-for-Profit Marketing.

2. Company and Marketing Strategy: Partnering to Build Customer Relationships:

Companywide Strategic Planning: Defining Marketing's Role, Planning Marketing:

Partnering to Build Customer Relationships -Marketing Strategy and the Marketing Mix- Customer-

Driven Marketing Strategy, Developing an Integrated Marketing Mix.-Managing the Marketing Effort-

Marketing Analysis, Marketing Planning-Marketing Implementation and Control.

3. Analyzing the Marketing Environment: The Company's Micro-environment-The

Company's Macro-environment Responding to the Marketing Environment.

4 Managing Marketing Information to Gain Customer Insights: Assessing Marketing

Information Needs, Developing Marketing Information, Marketing Research, Analysing and

using Marketing Information, Other Marketing Information Considerations.

5. Consumer Markets and Consumer Buyer Behavior: Model of Consumer Behavior, Characteristics

Affecting Consumer Behavior-Types of Buying Decision Behavior-The Buyer Decision Process-The

Buyer Decision Process for New Products.

6. Business Markets and Business Buyer Behavior: Business Markets -Business Buyer Behavior -

Institutional and Government Markets.

7. Customer-Driven Marketing Strategy: Creating Value for Target Customers: Market

Segmentation- Segmenting Consumer Markets, Segmenting Business Markets, Segmenting, International

Markets, Requirements for effective Segmentation-Market Targeting- Evaluating Market Segments,

Selecting Target Market Segments, Socially Responsibility

Target Marketing-Differentiation and Positioning - Choosing a Differentiation and

Positioning Strategy, Communicating and Delivering the Choosen Position.

8. Products, Services, and Brands: Building Customer Value

What is a Product- Products, Servies, and Experiences, Levels of Product and Services,

Product and Service Classifications-Product and Service Decisions- Individual Product and

Service Decisions, Product Line Decisions, Product Mix Decisions-Branding Strategy: Building

Strong Brands- Brand Equity, Building Strong Brands, Managing Brands-Services

Marketing- Nature and Characterices of a Service, Marketing Strategies for Service firms.

9. New-Product Development and Product Life Cycle Strategies: New- Product

Development Strategy, The New-Product Development Process-Managing New- Product

Development- Customer Centered New- Product Development, Team-Based New-Product

Development, Systematic New- Product Development-Product Life-Cycle Strategies

Additional Product and Service Considerations - Product Decisions and Social

Responsibility, International Product and Services Marketing.

10. Pricing: Understanding and Capturing Customer Value:

What is a Price?-Factors to Consider When Setting Prices- Customer Perceptions of Value,

Company and Product costs, other Internal and External Considerations, Affecting Price

Decisions.

Book Recommended:

1. Philip Kotler & Gary Armstrong : Principls of Marketing Prentice Hall

Reference Book:

1. W.J. Stanton, Etzel & Walker : Fundamentals of Marketing, McGraw-Hill

International Book Company

Paper Code: MKT-1003 Marks: 100 Credits: 4 Class Hours: 60

Paper Title: FINANCIAL ACCOUNTING

1. Introduction: Definition and Terms of Accounting - The Accounting Process- Accounting

Information- Accounting Systems- Financial Accounting Information- Basic Functions of

Accounting Systems- Designing and Installing Accounting System- Users of Accounting

Information- External Financial Reporting.

2. Management Accounting Information: Internal Users of Accounting Information-

Objectives of Management Accounting - Integrity of Accounting Information- Institutional

Features- Professional Organizations-Ethical Issues in Accounting.

Basic Financial Statements: The Accounting Equation-The effects of Business Transactions

on the Equation-Income Statement-Statement of Cash Flow.

4. The Accounting Cycle: The Ledger-The Use of Accounts- Debit and Credit Entries -

Recording Transactions in Ledger Accounts.

5. The Journal: Net Income- Retained Earnings- Revenues- Expenses- The Accrual Bans of

Accounting - Dividends- Recording Revenues and Expenses- The Trial Balance.

6. Reporting Financial Results: Adjusting Entries- Converting Assets to Expenses- The Concept of

Depreciation- Converting Liabilities to Revenue- Accruals- Final Adjusting Entries-Adjusting Entries

and Accounting Principles.

7. Preparing Financial Statements: Closing Temporary Accounts- Summary of the Closing Process-

After Closing Trial Balance- The Worksheet.

8. Accounting for Merchandising Activities: Income Statement of a Merchandising Company-

General Ledger Accounts- Perpetual Inventory Systems- Periodic Inventory

Systems.

9. Modifying an Accounting System: Transactions Relating to Purchases-Transactions Relating to

Sales- Evaluating the Performance of Merchandising.

10. Inventories and the Cost of Goods Sold: Flow of Inventory Costs-Physical Inventories-

FIFO- LIFO- Liquidity of Inventory.

Book Recommended:

1. Meigs, Williams, Haka and Beltner : Financial Accounting, McGraw Hill Inc.

Reference Book:

1. Weygandt, Kimmel & Kieso : Accounting Principles, John Wiley & Sons Inc.


Paper Title: PRINCIPLES OF MANAGEMENT

1. Management Science, Theory and Practice Definition of Management- It's Managing:

Science or Art? -The elements of science- Functions of Managers- Management Principles.

2. Planning: Nature of Plans - Types of Plans- Steps in Planning- Tools and Techniques for

Planning- The Planning Process.

3. Objectives: Nature of Objectives- The Process of MBO- Setting Objectives-Benefits and

Weaknesses of MBO.

4. Decision Making: The Importance and Limitations of rational Decision Making +Search for

alternatives- Evaluation of alternatives- Selecting an alternative- Decision Making under

Certainty, uncertainty & Risk- Modern Approaches to Decision Making under uncertainty-

Evaluating the importance of a Decision-Decision Support Systems.

5. Organizing: Formal & Informal Organization- Organizational Division- Organizational

Levels & the span of Management- Factors determining an effective span.

6. Organizational Stricture: Departmentation: Departmentation by simple numbers-

Departmentation by time- Departmentation by function-Departmentation by Territory-

Customer Departmentation- Process or Equipment Departmentation- Departmentation by

product- Matrix Organisation- Choosing the pattern of Departmentation.

7. Line/Staff Authority and Decentralization: Authority & Power- line and staff concepts-

Functional Authority - Benefits & Limitations of Staff - Decentralisation of Authority -

Delegation of Authority - Factors Determining the Degree of Decentralisation of Authority.

8. Leading: Human Factors in Managing-Motivation & Motivators- Motivation: The carrot and

the stick- An early Behavioral Model: McGregor's Theory X and Theory Y- Hierarchy of

need Theory Leadership Behavior and Styles.

9. Controlling: The Basic Control Process- Critical Control Points and Standards- Control as a

Feedback System- Requirements for Effective Control.

10. Committee and Group Decision Making: The nature of Committees- Reasons for using

Committees- Disadvantages of committees- Misuse of Committees.

Book Recommended:

1. Harold Koontz Heinz Weihrich : Management, McGraw Hill Book Company

Reference Book:

1. James A F Stonner and R Edward Freeman: Management, Prentice Hall of India Private

Limited, New Delhi.


Paper Title: MICRO-ECONOMICS

1. Introduction: Definition of economics- Microeconomics vs Macroeconomics-

Scope of economics- Meaning of economic theory -Some basic concepts: Product,

Commodity, Want, Utility, Consumption, Factors of production.

2. Utility Analysis and Indifference Curve Analysis: Utility functions- Indifference

curves and maps - Budget constraints- Utility Maximization.

3. Demand: Law demand- Factors determining demands, Shifts in demand - Demand

functions - Deriving demand curves- substitution and income effects - Deriving

aggregate demands - Various concepts of demand Elasticity and measurements -

Methods of estimating demand functions and demand forecasting.

4. Supply: Law of supply and supply function- Determinants of supply - Shifts in

supply- Elasticity of supply- Market equilibrium.

5. Production: Production functions- Total, Average and marginal products- Law of

diminishing marginal physical products- Production squints- Marginal rate of

technical substitution (MRTS)- Optimal combination of production function and

efficiency criterion.

6. Cost: Concepts of Cost- Short-run costs-Relation between short-run costs and

production-Long-run costs - Economies and diseconomies of scale-Relation

between short-run and long-run costs- Cost function and estimation of cost function.

7. Markets and Revenue: Meaning of market-Deferent forms of market-Concepts of

total, Average and marginal revenue-Relation between AR and MR curves-Relation

between different revenues and elasticity's of demand- Equilibrium of the firm.

8. Price and Output: Price and output determination under perfect competition,

Monopoly, Monopolistic competition and oligopoly-Profit maximization- Price

discrimination - Plant shutdown decision-Barriers to entry.

Books Recommended

1. R.J. Ruffin and P.R Gregory, Principles of Microeconomics, Scott Ferguson &

Company, Illinois.

2. M.L. Jhingan, Microeconomics theory, Vikas Publishig House Pvt. Ltd. New

Delhi, India.

3. J.V. Henderson and W Poole, Principles of Microeconomics D.C Health &

Company, Lexington.

4. Samuelson, Economics. McGraw Hill Book co., New York, (USA).


Paper Title: INTRODUCTION TO COMPUTER

1. Overview: What is a Computer System?, Computer Hardware, Computer Software, Types of

Computer Systems, Computing Trends: Connectivity, Online Access, Interactivity,

Connectivity, Telecommunicating, Telescoping, and E-mail and Voice Mail, Online

Information Access: Examples of Databases, Online Services and Networks, and BBSs

(Bulletin Board System), Interactivity: Multimedia Computers, TVIPC "Smart Boxes",

Personal Digital Assistants etc.

2. Computer Hardware: Input Hardware, Processing Hardware, Storage Hardware, Output

Hardware.

3. Computer Software: Applications Software, Systems Software.

4. Information Management: Management Information Systems, How does Management

make decision?, Types of Information System, Developing and implementing a Management

Information System.

5. Purchasing and Maintaining a Microcomputer System: Purchasing a System: What to

Consider, Maintaining a System, The Environmentally Aware Computer User.

6. Practical: Operating Systems: Windows98, Word Processing: Microsoft Word,

Spreadsheet Analysis: Microsoft Excel, Presentation: Microsoft PowerPoint, Basic Hardware

& Troubleshooting, Internet & E-mail operation.

Book Recommended:

1. Sarah E. Hutchinson & Stacey C. Sawyer: Computers and Information Systems, McGraw

Hill Companies Inc.

Reference Book:

1. Suresh K. Basandra : Computer Systems Today, Wheeler Publishing New- Delhi

Paper Code: MKT-

211501

Marks: 100 Credits: 4 Class Hours: 60

Paper Title: History of the Emergence of Independent Bangladesh

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Paper Title: History of the Emergence of Independent Bangladesh

Introduction: Scope and description of the emergence of Independent Bangladesh.

Writing on this topic.

1. Description of the Country and its People.

a. Geographical features and their influence.

b. Ethnic composition.

c. Language.

d. Cultural syncretism and religious tolerance.

e. Distinctive identity of Bangladesh in the context of undivided Bangladesh.

2. Proposal for Undivided Sovereign Bengal and the Partition of the Sub Continent, 1947.

a. Rise of communalism under the colonial rule, Lahore Resolution 1940.

b. The proposal of Suhrawardi and Sarat Bose for undivided Bengal : consequences

c. The creation of Pakistan 1947 .

3. Pakistan: Structure of the State and Disparity.

a. Central and provincial structure.

b. Influence of Military and Civil bureaucracy.

C . Economic , social and cultural disparity

4. Language Movement and Quest for Bengali Identity

a. Misrule by Muslim League and Struggle for democratic politics .

b. The Language Movement: context and phases .

c. United front of Haque – Vasani – Suhrawardi: election of 1954, consequences.

5. Military Rule: The Regimes of Ayub Khan and Yahia Khan (1958-1971)

a. Definition of military rules and its characteristics.

b. Ayub Khan’s rise to power and characteristics of his rule (Political repression, Basic democracy,

Islamisation)

c. Fall of Ayub Khan and Yahia Khan’s rule (Abolition of one unit, universal suffrage, the Legal Framework

Order)

6. Rise of Nationalism and the Movement for Self-determination.

a. Resistance against cultura l aggression and resurgence of Bengali culture.

b. Sheikh Mujibur Rahman and the six point movement

c. Reactions : Importance and significance

d . The Agortola Case 1968.

7. The mass- upsurge of 1969 and 11 point movement: background,programme and significance.

8. Election of 1970 and the Declaration of Independence by Bangobondhu

a. Election result and centres refusal to comply

b. The non co-operation movement, the 7th March , Address , Operation Searchlight

c. Declaration of Independence by Bangobondhu and his arrest

9. The War of Liberation 1971

a. Genocide, repression of women, refugees

b. Formation of Bangladesh government and proclamation of Independence

c. The spontaneous early resistance and subsequent organized resistance (Mukti Fouz, Mukti Bahini,

guerillas and the frontal warfare )

d. Publicity Campaign in the war of Liberation (Shadhin Bangla Betar Kendra, the Campaigns abroad and

formation of public opinion )

e. Contribution of students, women and the masses (Peoples war)

f. The role of super powers and the Muslim states in the Liberation war.

g. The Anti-liberation activities of the occupation army, the Peace Committee, Al-Badar, Al-Shams,

Rajakars, pro Pakistan political parties and Pakistani Collaborators , killing of the intellectuals.

h. Trial of Bangabondhu and reaction of the World Community.

i. The contribution of India in the Liberation War

j. Formation of joint command and the Victory

k. The overall contribution of Bangabondhu in the Independence struggle.

10. The Bangabondhu Regime 1972-1975

a. Homecoming

b. Making of the constitution

c. Reconstruction of the war ravaged country

d. The murder of Bangabondhu and his family and the ideological turn-around.

mnvqK MÖš’

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5. W. nviæb-Ai-iwk`, evOvwji ivóªwPš—v I ¯vaxb evsjv‡`‡ki Af~¨`q, AvMvgx cÖKvkbx, XvKv 2003|

6. W. nviæb-Ai-iwk`, e½eÜzi Amgvß AvZ¥Rxebx cybcv©V, w` BDwbfvwm©wU †cÖm wjwg‡UW, XvKv 2013|

7. W. AvZdzj nvB wkejx I W.†gvt gvneyei ingvb, evsjv‡`‡ki mvsweavwbK BwZnvm 1773-1972, m~eY© cÖKvkb, XvKv 2013|

8. gybZvwmi gvgyb I RqšÍ Kzgvi ivq, evsjv‡`‡ki wmwfj mgvR cÖwZôvi msMÖvg, Aemi, XvKv 2006|

9. AvwZDi ingvb, Amn‡hvM Av‡›`vj‡bi w`b¸wj: gyw³hy‡×i cÖ¯‘wZ ce©, mvwnZ¨ cÖKvk, XvKv 1998|

10. W. †gvt gvneyei ingvb, evsjv‡`‡ki BwZnvm, 1905-47, Zvgªwjwc, XvKv 2011|

11. W. †gvt gvneyei ingvb, evsjv‡`‡ki BwZnvm, 1947-1971, mgq cÖKvkb, XvKv 2012|

12. ‣mq` Av‡bvqvi †nv‡mb, evsjv‡`‡ki ¯vaxbZv hy‡× civkw³i f~wgKv, Wvbv cÖKvkbx, XvKv 1982|

13. Aveyj gvj Ave yj gywnZ, evsjv‡`k: RvwZiv‡óªi D™¢e, mvwnZ¨ cÖKvk, XvKv 2000|

14. ‡kL gywReyi ingvb, Amgvß AvZ¥Rxebx, w` BDwbfvwm©wU †cÖm wjwg‡UW, XvKv 2012|

15. wmivR D &`xb Avn‡g`, GKvË‡ii gyw³hy×: ¯vaxb evsjv‡`‡ki Af~¨`q, BmjvwgK dvD‡Ûkb, XvKv 2011|

16. RqšÍ Kzgvi ivq, evsjv‡`‡ki ivR‰bwZK BwZnvm, myeY© cÖKvkb, XvKv 2010|

17. Harun-or-Roshid, The Foreshadowing of Bangladesh: Bengal Muslim League and Muslim Politics, 1906-1947, The University Press Limited, Dhaka 2012.

18. Rounaq Jahan, Pakistan: Failure in National Integration, The University Press Limited, Dhaka 1977. 19. Talukder Maniruzzaman, Radical Politics and the Emergence of Bangladesh, Mowla, Brothers, Dhaka

2003. 20. ‡gmevn Kvgvj I Ckvbx PµeZx©, bv‡Pv‡ji K…lK we‡`ªvn, mgKvjxb ivRbxwZ I Bjv wgÎ, DËiY, XvKv 2008|

21. ‡gmevn Kvgvj, Avmv` I EbmË‡ii MYAfy¨Ìvb, weeZ©b, XvKv 1986|

Subject: Marketing

Syllabus for Four Year BBA Honor’s Course

Effective from the Session: 2017 – 2018

Year wise course and marks distribution

Second Year

Course Code Course Title Total Marks Credits

Mkt-2001 Business Communication (in English) 100 4

Mkt-2002 Macro Economics 100 4

Mkt-2003 Business Mathematics 100 4

Mkt-2004 Financial Management 100 4

Mkt-2005 Legal Aspects of Marketing &

Agricultural Marketing

100 4

Mkt-2006 Human Resource Management 100 4

Mkt-2007 Elementary Psychology 100 4

Viva-Voce 025 1

Content of Syllabus

Course Code: 2001 Marks: 100 Credits: 4 Class Hours: 60

Course Title: Business Communication (in English)

1. Fundamentals of Business Writings: Basic Introductory Words; Adaptation and the

Selection of Words; Construction of Clear Sentences and Paragraphs; Writing for Effect.

2. Pattern of Business Letters: Directness in Initiating Routine Letters; Answering Routine

Letters; Indirectness for Bad News and Persuasion; Memorandums.

3. Applications to Specific Letter Situations: Persuasion in Sales Writing; Pattern Variations

in Collections; Strategy in Job Application.

4. Fundamentals of Report Writing: Basic of Report Writing; Report Structure, the Shorter

Form; Long Formal Reports.

5. Standards and Physical Aspects of Communication: Graphic Aids to Communication;

Physical Presentation of Reports & Letters; Correctness of Communication.

6. Other Forms of Business Communication: Public Speaking and Oral Reporting; Different

Forms of Oral Communication; Documentation and Bibliography.

Text Book: Basic Business Communication: Raymond V. Lesiker, Irwin.

Books Recommended:

1. Business Communication: Betty R. Ficks & K. F. Gow.

2. Communication for Business & Secretarial Students: L.A. Woolcott & W. R. Unwin, Macmillan.


Course Title: Macro Economics

1. Fundamental Concepts of Macroeconomics: Overview of Macroeconomics; Measuring

National Output and Income; Consumption and Investment; Fundamentals of Aggregate

Supply and Demand, The Multiplier Model; Money and Commercial Banking; Central

Banking and Monetary Policy.

2. Aggregate Supply and Macroeconomic Policy: Economic Growth;. Business Cycles and

Unemployment; The Cost of Inflation; Inflation and Unemployment; Fiscal policy Deficits

and the Government Debts; Issues in Economic Stabilization; Government and the Economy;

Government Taxation and Expenditures; Income Distribution and Struggle Against Poverty.

Text Book: Economics: Paul A. Samuelson & William D. Nordhaus, McGraw-Hill.

Book Recommended: 1. Principles of Macroeconomics, E. Mansfield.

2. Poverty, Markets and Government Interventions: A Text Book in Microeconomic Theory and

Applications, D. Orr.


Course Title: Business Mathematics

1. Introduction: Refreshers on the essential concepts of algebra- Importance of Business Mathematics in

Marketing.

2. Linear Equations and Functions: Introduction- Slope-equations of a line slope intercept form-Straight

line equations given a point and slope- Straight line equations from two points- Horizontal and vertical

lines- Parallel and perpendicular lines- Lines through the origin- Piece-wise linear functions- Interpretive

exercises: Cost output analysis- Breakeven point interpretations- Linear demand functions.

3. Systems of linear equations: Introduction- Number of solutions possible in a system- Operations on

linear system- Elimination procedure: Unique solutions- Elimination procedure: Non unique solutions-

Applications: Mixture problems- Supply and demand analysis-Two product supply and demand analysis.

4. Set Theory: Theory of sets, elements, Methods of Describing a set – Types of sets- Operations of

sets -Union and Intersection of sets - complement of a set-power set, Algebra of sets - Difference of

two sets - partition of a set - Number of Elements in a Finite set - Set Relations - Related problems

and Applications of set theory.

5. Permutations and Combinations: Fundamental rules of counting- Permutations- Factorial

notation- Permutations of n different things- Circular permutations- Permutations of things not all

different- Restricted permutations- combinations- Restricted Combinations- Combinations of

things not all different.

6. Real Number system: Number system - The Natural Number's- The integers - Prime Numbers -

Rational Numbers and Irrational Numbers - Real Numbers: Properties of rational and real

numbers - Imaginary and Complex Numbers.

7. Indices and Surds: Definition of Indices -- Laws of Indices-positive and fractional Indices

operation with power functions. Definition of surds - Similar Surds - Operations on Surd - Root of

Mixed Surd.

8. Natural and Common Logarithms: Definitions - Rules and use of log and Antilog-Applications.

9. Mathematics of Finance: Introduction - Simple interest and the future value – Simple discount: Present

value – Bank discount- Effective rate: Simple interest- Compound interest- the future value-the

Conversion period- finding the time and the interest rate- Compound discount- present value- Effective

rate: Compound Interest- Continuous compounding- Ordinary annuities: Future value- Ordinary

annuities: sinking funds- Ordinary annuities: Present value- Ordinary annuities: Amortization.

10. Trigonometry: Introduction, definitions, measurement of angles, trigonometric ratios and

functions. Relations between trigonometric Functions- Relations between the three systems of

Measurements. Transformation of products and sums -To prove that the number of. Radian in an

angle subtended by an arc of a circle at the centre is equal to arc/ radius -properties of triangles-

solutions of Triangle.

11. Binomial Theorem: Meaning - Statement of the Binomial Theorem - Position of Terms - Binomial

co-efficients - Binomial Theorem of any Index - Applications.

12. Differential Calculus: Introduction- Differentiation – Derivative of a Function of one Variable-

Derivative of a Power- Function – Derivative of a Constant with a Function- Derivative of the Sum of

Functions- Derivative of the Product of Two Functions- Derivative of the Quotient of Two Functions-

Derivative of the Functions of a Functions- Derivative of Trigonometric Functions- Derivative

Logarithmic Functions- Differentiation by the method of Substitution- Logarithmic Differentiation-

Differentiation of Implicit Functions- Derivative as a rate Measure- Successive Differentiation-

Maclaurin’s Series- Points of Inflexion- Maxima and Minima- Partial Differentiation- Total

Differentiation.

13. Integral Calculus: Integration area determination - Integrals of logarithmic functions-Definite integral –

Applications; Integration of Trigonometric Functions- Some Standard Integrals- Integrals Reducible to

Standard From- Integration by Parts- Integration by Partial Functions- Definite Integral- Properties.

14. Matrices and Determinants: Meaning -Types of Matrices - Addition, Subtraction and Multiplication of

Matrices - Matrix operations- Properties of Matrix - Determinants of Square Matrix - Determinant of

order (one, two, three, four), Identity and Inverse of a Matrix - Rank of Matrix - Problems and

Applications. Application of Mathematics in Business.

Text Book: Mathematics with Application in Management and Economics – Gordon D. Prichett , John C.

Saber and Earl K Bowen. Irwin Inc. Boston.

Reference Book: Business Mathematics-D.C. Sanchati & V.K. Kapoor.


Course Title: Financial Management

1. Nature of Financial Management: Scope of Finance Functions, Job of Financial Manager,

Financial Goal: Profit Vs. Wealth, Conflict of Goals: Management Vs. Owners, Financial

Goal and Firm's Objective.

2. Time Value of Money: Time Preference for Money, Future of a Lump Sum, Present of a

Lump sum, Compound Value of a Steam Payments, Future Value of an Annuity, Future

Value of an Uneven Stream, Present Value of a Stream Payments, Present Value of an

Annuity, Present Value of an Uneven Stream, Non-Annual Compounding, Continues

Compounding and Discounting.

3. Capital Budgeting: Importance of Investment Decisions, Types of Investment Decisions,

Investment Evaluation Criteria, Different Methods of Project Evaluation: BP, ARR, NPV,

IRR, PI, Incremental Approach.

4. Financial Analysis: Users of Financial Analysis, Type of Ratios and Their Comparison,

Utility of Ratio, Cautions in Using Ratio Analysis, Different Problems of Ratio Analysis.

5. Short Term Financing Sources: Trade Credit, Short -Term Bank Credit, Obtaining Funds

by Using Current Assets.

6. Intermediate Term Financing & Leasing: Uses and Types of Intermediate-Terms Debt,

Characteristics of Lease Arrangements, Sources of Lease Arrangements, Types of Lease,

Reasons for Leasing, Lease Vs. Borrow Purchase Analysis.

7. Financial Structure & Leverage: Characteristics of Debt vs. Equity, Factors to Consider in

Planning Methods of Financing, Evaluation of Determining Factors.

8. Long-Term Financing Decisions and Investment Banking: Long-term Financing: the

Capital Structure Problem, Decision Criteria for Long-term Financing Decisions, Investment

Banking: Function, Origin of Public Issues, Distribution of the Issues.

9. Valuation of Cost of Capital: Measures of Value Component Costs of Debt and Equity

Capital, Weighted Average Cost of Capital.

10. Introduction to Capital Market: Shares and Debentures, SEC, Stock Exchange in

Bangladesh - Problems and Prospects.

Text Book: 1. An Introduction to Financial Management, Glenn V. Henderson, Jr., Gary L.

Trennepohl and James E. Wert.

2. Financial Management and Policy James C. Van Horne. Upper Saddler Review, NJ: Prentice

Hall

Book Recommended:

1. Financial Management, Robert W. Johnson & Ronald W. Melicher.

2. Financial Management, M Pandey, Vikas Publishing House Pvt. Ltd.


Course Title: Legal Aspects of Marketing & Agricultural Marketing

Legal Aspects of Marketing

Sale of Goods Act: Essential Elements, Transfer of Ownership Conditions and Warranties.

Company Law: Memorandum of Association - Articles of Association, Registration, Prospectus and

Winding up.

Other Important Acts: Agricultural Produce Markets Regulation Act – 1964, Bangladesh Control

of Essential Commodities Act – 1956, Hats and Bazar Ordinance – 1959, Pure Food Ordinance –

1969, Trade Marks Act – 1940, Patent Design Act – 1911, Standards of Weights and Measure

Ordinance – 1982, Drug Policy – 1982, The Payment of Wages Act – 1936, The Industrial Relation

Ordinance – 1969, The Shops and Establishment Rules 1970, Other Laws, Acts and Ordinances

relating to Marketing.

Text Books: 1. Commercial Law, A. K. Sen and J. K. Mitra

2. A Manual of Mercantile Law, M.C. Shukla.

3. Company Law, Charleworth and, Cain.

4. Manual of Company Law (Amendment 1994).

Books Recommended:

1) Relevant Statutes and Manuals.

2) Labour and Industrial Law - A. A. Khan.

Agricultural Marketing

1. Agricultural Product Marketing: Introduction- Historical Background of Agricultural

Marketing- What is meant by Agricultural Product- Classifications of Agricultural Product-

Meaning of Agricultural Marketing- Objectives and Importance of Studying Agricultural

Marketing- approaches to the Study of Agricultural Marketing: Functional, Institutional,

Behavioral- Relationship between Farmer and Marketing.

2. Problems of Agricultural Marketing: Farm Marketing Decisions- Fundamental Problems

of Agricultural Marketing- Economic Problems of Agricultural Marketing- Problems of

Agricultural Product Marketing in Bangladesh- Measures to solve the Problems of

Agricultural Marketing in Bangladesh.

3. Agricultural Production: Production Farm, Features of Agricultural Products-

Characteristics of Agricultural Production.

4. Consumers of Agricultural Product: Motivating Factors that a Consumer Consider to Pay

for a Particular Product- Influencing Factors of Consumption Decision in the Consideration

of Marketing

5. Agricultural Marketing: Functions & Services: Functions of Agricultural Marketing-

Functions Performed in the Process of Agricultural Marketing- Primary Functions of

Agricultural Marketing: Packaging- Standardization & Grading- Warehousing &

Transportation.

6. Markets of Agricultural Product: Meaning, Kinds of Agricultural Market- Types of

Agricultural Product Market in Bangladesh.

7. Channels of Agricultural Product Marketing: Meaning- Distribution Channels-

Middlemen- Middlemen in Bangladesh- Variety of Middlemen

8. Pricing of Agricultural Products: Meaning- Price Determination by Producers’- Supply

characteristics of Agricultural Products- Price Determination under various Level of Supply-

Consumers’ Price Determination- Marketing Cost & Margin- How the Prices of Agricultural

Produce can be Stabilized?

9. Role of Government in Agricultural Marketing: Government Policy in Agricultural

Marketing- Role of Government in Food Marketing- How Fair Price can be ensured to

Farmers’.

10. Cooperative Marketing: Meaning- Advantages and Disadvantages- How Fair Price can be

ensured to Farmers’ through cooperative Marketing- Reasons of Success and Failure of

Cooperative Marketing in Bangladesh.

11. Marketing Systems of Some Selected Agricultural Commodities in Bangladesh: Jute-

Rice- Tea- Tobacco- Vegetable- Mango- Fish- Shrimp- Leather

Text Book: 1. Marketing of Agricultural Products: R.N. Kohls and J.N. Uhi. 2. Agricultural

Marketing: F.L. Thomson. McGraw Hill Book Co.


Course Title: Human Resource Management

1. Introduction to Human Resource Management: What is Human Resource Management and

Why is it Important?- The Trends Shaping Human Resource Management- Improving

Performance HR as a Profit Center- The New Human Resource Manager- The Human

Resource Manager’s Competencies.

2. Equal Employment Opportunity

3. Human Resource Management Strategy and Analysis: The Strategic Management Process-

The Management Planning Process- Strategic Planning- Types of Strategy- Corporate

Strategy- Competitive Strategy- Functional Strategy- Managers' Roles in Strategic Planning-

What Is Strategic Human Resource Management?- Improving Performance- HR Practices

around the Globe- Human Resource Strategies in Action- Diversity Counts: Longo Builds Its

Strategy on Diversity- Translating Strategy into Human Resource Policies and Practices: An

Example- Strategic Human Resource Management Tools- HR Metrics and Benchmarking-

Types of Metrics- Improving Performance Through HRIS: Tracking Applicant Metrics for

Improved Talent Management- Benchmarking and Needs Analysis- Strategy and Strategy-

Based Metrics- Improving Performance through HRIS: Workforce/ talent Analytics- What

Are HR Audits?- Evidence-Based HR and the Scientific Way of Doing Things

4. Job Analysis and the Talent Management Process: The Talent Management Process- The

Basics of Job Analysis- Improving Performance- Methods for Collecting Job Analysis

Information- Writing Job Description- Writing Job Specifications- Using Model and Profiles

in Talent Management

5. Personnel Planning and Recruiting: Workforce Planning and Forecasting- Improving

Performance-HR Practices around the Globe- Predicting Labor Needs- Why Effective

Recruiting is Important?- Preemployment Activities- Organizing How You Recruit- Internal

Sources of Candidates- Outside Sources of Candidates- Recruiting- Referrals and Walk-Ins-

On-Demand Recruiting Services- College Recruiting- Telecommuters- Military Personnel-

Contract Employees- Evidence-Based HR: Measuring Recruiting Effectiveness and Reducing

Recruitment- Costs- Recruiting a more Diverse Workforce

6. Employee Testing and Selection: The Basics of Testing and Selecting Employees-

Reliability- Validity- Evidence-Based HR: How to Validate a Test- Bias- Utility Analysis-

Validity Generalization- Gender Issues in Testing- Types of Tests- Tests of Cognitive

Abilities- Tests of Motor and Physical Abilities- Measuring Personality and Interests-

Achievement Tests- Improving Performance Through HRIS: Computerization, Online

Testing, and Data Analytics- Work Samples and Simulation- Situational Testing and Video-

Based Situational Testing - The Miniature Job Training and Evaluation Approach- Realistic

Job Previews- Choosing a Selection Method- Performance Background- Giving References-

How to Check a Candidate's Background- Social Media and HR- Using Preemployment

Information Services- The Polygraph and Honesty Testing- Graphology- "Human Lie

Detectors"-Physical Exams-Substance Abuse Screening- Drug Testing

7. Interviewing Candidates: Basic Types of Interview- Structured versus Unstructured

Interviews- Interview Content (What Types of Questions to Ask)- How Should We Conduct

the Interview? Improving Performance Through HRIS: Web-Based Interviews- Ways to

Make the Interview More Useful- Interviewing Candidates- Errors that can Undermine an

Interview’s Usefulness- Interviewer Behavior- Designing a Structured Situational Interview-

How to Conduct an Effective Interview-

8. Training and Developing Employees: Employee Orientation- Orientation Process- The

Employee Handbook- The ADDIE Five-Step Training Process- Conducting the Training

Needs Analysis- Designing the Training Program- Developing the Program- Implementing

the Training Program- Implementing Management Development Programs- Managing

Organizational Change Programs- Evaluating the Training Effort-

9. Performance Management and Appraisal: The Performance Appraisal Process- Why

Appraise Performance?- Performance Management- Using Information Technology to

Support Performance Management- How to set Effective Goals?- Who Should Do the

Appraising?- Techniques for Appraising Performance- Dealing with Rater Error appraisal

problems- Managing the Appraisal Interview-

10. Managing Careers: What is a Career- Career Development- Value for the

organization/Individual- Mentoring and Coaching- Traditional Career Stages- Career Choices

and Preferences- Holland Vocational Preferences- The Schein Anchors- Jung and the Myers-

Briggs Typologies- Enhancing your Career

11. Establishing Rewards and Pay Plans: Introduction- Intrinsic, Extrinsic, Financial and

nonfinancial Rewards- Compensation Administration- Job Evaluation and the Pay Structure-

Job Evaluation Methods- Establishing the Pay Structure- Compensation plans

12. Employee Benefits: Introduction- Legally Required Benefits- Voluntary Benefits- Retirement

Benefits- Paid Time Off- Survivor Benefits-An Integrative Perspective of Employee Benefits

13. Ethics & Employee Safety: The Meaning of Ethics- Ethics and the Law- Ethics, Public

Policy, and Employee Rights- Workplace Unfairness- Why Treat Employees Fairly?- What

Shapes Ethical Behavior at Work- Disciplining an Employee- Managing Employee Relation-

Why Safety Is Important?- Management's Role in Safety- Occupational Security and Risk

Management

14. Understanding Labor Relations and Collective Bargaining: Why Employees Join Unions-

Labor Legislation- Collective Bargaining- The Collective Bargaining Process- Critical Issues

for Unions Today.

Text Book: 1. Human Resource Management: Gary Dessler (14th

Edition); Pearson. 2. Fundamentals

of Human Resource Management: D. A. Decenzo & S. P. Robbins (13th

Edition); John Wiley &

Sons, Inc.


Course Title: Elementary Psychology

1. Psychology as a Scientific and Humanistic Endeavor: The Nature of Psychology:

Conceptual Approaches to Psychology, Scope of Contemporary Psychology, Fields of

Psychology, Research Methods, Measurement in Psychology.

2. Biological and Developmental Processes: Biological Basis of Behavior, Basic units of the

Nervous system, organization of the Nervous system, Psychological Development, Factors

Governing Development, Early Years, Cognitive Development, Personality and Social

development.

3. Perception and Consciousness: Sensory Processes: Some General properties of the Senses,

The Visual Sense, The Auditory Sense, The other senses.

4. Perception: Object perception and perceptual constancies, organization and perceptions,

perceptual Hypothesis, Movement perception. Depth perception, Role of learning in

perception, Attention and perception, Extrasensory perception.

5. Motivation and Emotion: Theories of Motivation: Motivational Factors in Aggression,

Emotion, Psychological responses in Emotion, Theories of Emotion, Arousal and Emotion,

Emotional Expression, Emotion as adaptive and Disruptive.

6. Learning: Classical conditioning, operant Conditioning, Principle of Reinforcement,

Multiple Response Learning, Models of learning.

7. Personality: Personality and its Assessment: Shaping of Personality, Trait Approach, Social

learning Approach, Psychoanalytic Approach, Phenomenological Approach, Personality

Assessment, Consistency of Personality.

8. Conflict and Adjustment:: Frustration, Reactions to Frustration, Anxiety, Theories of

Anxiety, Defense Mechanisms, Defense mechanism and Adjustments.

Text Book: Introduction to Psychology, Ernest R. Hilgard, Rita L,. Atkinson, Richard C.Atkinson.

Book Recommended: Introduction to Psychology, Morgan, T. Clifford and Richard A. King,

McGraw-Hill Publishing Co. Ltd

University of Dhaka

Subject: Marketing




Third Year


Mkt-3001 Business Statistics 100 4

Mkt-3002 Entrepreneurship Development 100 4

Mkt-3003 International Business 100 4

Mkt-3004 Management Accounting 100 4

Mkt-3005 Consumer Behavior 100 4

Mkt-3006 Taxation & Auditing 100 4

Mkt-3007 E-Business 100 4

Viva-Voce 025 1

Contents of Syllabus


Course Title: Business Statistics

1. What is Statistics?: Introduction- Why study statistics?- What is meant by Statistics?-

Types of statistics- Types of variables- Levels of measurement- Ethics and statistics.

2. Describing Data: Frequency Tables, Frequency Distributions, and Graphic

Presentation: Introduction- Constructing a frequency table- Graphic presentation of

qualitative data- Constructing frequency distributions: Quantitative data- Graphic

presentation of a frequency distribution: Quantitative data.

3. Describing Data: Numerical Measures: Introduction- The population mean- The sample

mean- Properties of arithmetic mean-The weighted mean- The median- The mode- The

relative positions of the mean, median, and mode- The geometric mean- Measures of

dispersion- Interpretation and uses of the standard deviation: the Chebyshev’s Theorem and

the Empirical rule- the mean and standard deviation of grouped data- Ethics and reporting

results.

4. Describing Data: Displaying and Exploring Data: Introduction- Dot plots- Stem-and-leaf

displays- Other measures of dispersion: quartiles, deciles, and percentiles- Skewness-

kurtosis- Describing the relationship between two variables.

5. A Survey of Probability Concepts: Introduction- Approaches to assigning probabilities:

classical, empirical and subjective- Some rules for computing probabilities: rule of

addition and rule of multiplication- Contingency table- Tree diagram- Bayes’ Theorem-

Principles of counting: the multiplication formula, the permutation formula, and the

combination formula.

6. Discrete Probability Distribution: Introduction- random variables: discrete random

variables and continuous random variables- The mean. Variance, and standard deviation of

a probability distribution- Binomial probability distribution- Hypergeometric probability

distribution- Poisson probability distribution.

7. Continuous Probability Distributions: Introduction- The family of uniform probability

distributions- The family of normal probability distributions- The standard of normal

probability distribution- Finding areas under the normal curve- The normal approximation to

the binomial.

8. Sampling Methods and the Central Limit Theorem: Introduction- Sampling methods-

Sampling error- sampling distribution of the sample mean- The central limit theorem- Using

the sampling distribution of the sample mean

9. Estimation and Confidence Intervals: Introduction- Point estimate and confidence

interval for a mean- A confidence interval for a proportion- Finite-population correction

factor- Choosing an appropriate sample size.

10. One-Sample Tests of hypothesis : Introduction- Five-step procedure of testing a

hypothesis- One tailed and two tailed tests of significance- testing for a population mean:

known population standard deviation- p-value in hypothesis testing- testing for a population

mean: u known population standard deviation- tests concerning proportions.

11. Two-Sample Tests of hypothesis: Two-sample tests of hypothesis: Independent samples-

Two-sample tests about proportions- Comparing population means with unknown population

standard deviations (the pooled t-tests)- Comparing population means with unequal standard

deviations- Two sample of hypothesis: dependent samples- Comparing dependent and

independent samples.

12. Analysis of Variance: Introduction- the F distribution- Comparing two population variances-

ANOVA assumptions- The ANOVA tests- Inference about pairs of treatment means- Two-

way analysis of variance- Two way ANOVA with interaction.

13. Linear Regression and Correlation: Introduction- the coefficient of correlation- the

coefficient of determination- testing the significance of the correlation coefficient-

Regression analysis- the standard error of estimates- Assumptions underlying linear

regression- Confidence and prediction intervals- More on the coefficient of determination-

the relationship among the coefficient of correlation, the coefficient of determination, and

the standard error of estimate- Covariance.

14. Multiple Regression and Correlation Analysis: Introduction- How well does the equation

fit the data?- Inferences in multiple linear regression- Evaluating the assumptions of multiple

regression- stepwise regression- Regression models with interaction.

15. Nonparametric Methods: Chi-square Applications: Introduction- Goodness-of-fit test:

equal expected frequencies- Goodness-of-fit test: unequal expected frequencies-Limitations

of Chi-squares

16. Index Numbers: Introduction- Simple index numbers- Why convert data to indexes?- Construction

of index numbers- Unweighted indexes: Laspeyres price index, Paasche Price index, and Fisher’s

ideal index- Value index-Consumer price index- Producer price index.

17. Time Series and Forecasting: Introduction- Components of a time series- A moving average-

Weighted moving average- Linear trend- Least squared method-Nonlinear trend- Seasonal variations-

Deseasonalized data to forecast- the Durbin-Watson statistics.

Text Book: Statistical Techniques in Business and Economics, 13th

edition, Douglas A

Lind, William G Marchal, nd Samuel A Wathen, McGraw Hill

Reference Books: Basic Business Statistics, Mark L. Berenson and David M. Levine, Prentice- Hall International

Statistics for Management and Economics- Gerald Keller, THOMSON

Statistics for Management, Richard I. Levin and David S. Rubin, Prentice –Hall


Course Title: Entrepreneurship Development

1. Entrepreneur: Evolution of the Concept of Entrepreneur; Characteristics of an Entrepreneur;

Functions of an Entrepreneur; Types of Entrepreneur, Entrepreneur.

2. Entrepreneurship: Concept of Entrepreneurship; Growth of Entrepreneurship in

Bangladesh; Role of Entrepreneurship in Economic Development.

3. Factors Affecting Entrepreneurial Growth: Environment for Entrepreneurship;

Environmental Factors; Economic Factors; Non-Economic Factors; Government Actions.

4. Entrepreneurial Motivation: Motivation; Motivational Theories; Motivating Factors;

Achievement Motivation.

5. Entrepreneurial Competencies: Meaning of Entrepreneurial Competence or Trait; Major

Entrepreneurial Competencies; Developing Competencies.

6. Entrepreneurial Mobility: Factors Influencing Mobility; Occupational Mobility; Locational

Mobility.

7. Small Enterprises: Characteristics; Rationale; Scope, Opportunities for an Entrepreneurial

Career, Role of Small Enterprises in Economic Development.

8. Project Identification and Selection: Meaning of Project.. Project Identification, Project

Selection, Formulation of a Project Report. Concept of Project Appraisal, Methods of Project

Appraisal, Business Plan.

9. Finance of Enterprises: Financial Planning, Source of Finance, Capital Structure.

10. Institutional Support to Entrepreneurs of Bangladesh: Need for Institutional Support,

Financial Institutions of Govt. and Non-Govt. of Bangladesh, Supply and Demand side

Analysis of Support and Assistance of Bangladesh, Govt. Policy and Programs for Small-

Scale Enterprises.

11. The Business: Meaning, Requisites of a Successful Business, Difference Between Business

and Profession, Growth of Small Business, Types of Growth Strategies; Expansion and

Diversification, Sickness in Small Business, Magnitude of Industrial Sickness, Causes of and

consequences of Industrial Sickness, Corrective Measures.

Case Study Methods of Case Study; Successful Business Case Study of Bangladesh.

Text Books: 1. Entrepreneurial Development, S.S. Khanka

2. Entrepreneurship, Hisrich and Peter


Course Title: International Business

1. Globalization – Introduction to the field of Global Business, Significance, Nature and Scope

of Global Business, Modes of Global business – Global Business Environment- Social,

Cultural, Economic, Political and Ecological factors

2. Theories of International Trade, Trading Environment of International Trade - Free Trade

Vs Protection- Tariff and Non-tariff Barriers –Trade Blocks.

3. Balance of Payment: Concept, Components of BOP, and Disequilibrium in BOP – Causes for

disequilibrium and Methods to correct the disequilibrium in Balance of Payment.

4. Foreign Exchange Market: Nature of transactions in foreign exchange market and types of

players, Exchange rate determination, Convertibility of rupee – Euro currency market.

5. World Trade Organization – Objectives, Organization Structure and Functioning, WTO and

India, International liquidity: Problems of liquidity; International Financial institutions - IMF,

IBRD, IFC, ADB – Their role in managing international liquidity problems

Text Books: John Daniels, lee Radebaugh, and Daniel Sullivan, International Business

Environments and Operations, 13th

edition, Pearson education, 2011

Reference Books

1. Michael R. Czinkota, Iikka A. Ronkainen & Michael H. Moffett., International Business,

Cengage Learning, 2008.

2. Bhall, V.K. and S. Shivaramu, International Business Environment and Business, New

Delhi, Anmol, 2003

3. Charles W. L. Hill, Irwin , International Business, 3rd Edition, McGraw-Hill, 2000

4. Francis Cherunilam, International Business Environment, Himalaya Publishing House,

2008.


Course Title: Management Accounting (in English)

1. Introduction: Definition of Management Accounting and Its Relation with Financial and Cost

Accounting, Management Accounting and Decision Making, Importance of Ethics, Management

Accounting in Service and Nonprofit Organizations, Cost-Benefit and Behavioral

Considerations, Management Process and Accounting, Planning and Control for Product Life

Cycles and the Value Chain, Career Opportunities in Management Accounting, Changes in

Business Processes and Management Accounting, Management Accounting Profession.

2. Cost Concepts and Classifications: General Cost Classifications- Cost Classifications on

Financial Statements- The Flow of Cost in a Manufacturing Company- Cost Classifications

Predicting Cost Behavior- Cost Classifications for Decision Making.

3. Absorption and Variable Costing: Variable and Absorption Costing, Absorption vs Variable

Costing, Operating Income and Income Statement, Absorption Costing and Performance

Measurement, Comparing Inventory Costing Methods: Absorption, Variable &

Throughput/Super Variable Costing, and Actual, Normal & Standard Costing: Denominator-

Level Capacity Concepts and Fixed Cost Capacity Analysis; Choosing a Capacity Level for

Different purposes, Planning and Control of Capacity Costs.

4. Cost-Volume-Profit Relationships: Identifying Resources, Activities, Costs, and Cost Drivers,

Variable and Fixed costs, CVP Analysis: Computing the Break-Even Point (BEP), Graphing the

BEP, Changes in Fixed Expenses, Changes in Unit Contribution Margin, Target Net Profit and

Incremental Approach, Multiple Changes in Key Factors; Additional Uses of CVP Analysis: Best

Cost Structure, Operating Leverage, Margin Of Safety, Contribution Margin and Gross Margin;

Nonprofit Application of CVP Analysis, Sales-Mix Analysis, Impact of Income Taxes.

5. Relevant Costs for Decision Making: Management’s Decision-making Process-Identifying;

Different Costs and Benefits- Different Costs for Different Purposes- The Incremental Analysis

Approach- Types of Incremental Analysis- Accept an Order at a Special Price- Make or Buy-Sell

or Process Further- Retain or Replace Equipment- Eliminate an Unprofitable Business Segment-

Allocate Limited Resources.

6. Budgeting and Budgetary Control: Budgets and the Organization; Potential Problems in

Implementing Budgets, Planning Horizon (Strategic Plan and Long-Range Planning); Types of

Budgets: Master Budget (Pro Forma Statement) and Continuous Budgets (Rolling Budgets);

Components of a Master Budget: Operating Budget/Profit Plan (Sales Budget, Purchase Budget,

Cost of goods sold budget, Operating expenses budget, Budgeted Income Statement), Financial

Budget (Capital Budget, Cash budget, Budgeted Balance Sheet); Preparing the Master Budget;

Activity-based Master Budgets (Functional Budgets and Activity-based Budgets).

7. Flexible Budget: Flexible Budget and Fixed Budget- Characteristics of Flexible Budget-

Advantages of Flexible Budget- Segregation of Semi-variable Cost- Preparation of Flexible

Budget.

8. Standard Costing: Concepts- Standards and Budgets- Advantages of Standard Costing-

Analysis of Material, Labor and Overhead Variance

Text Book: 1. Introduction to Management Accounting: C.T. Horngren, G.L. Sundem, W.O.

Stratton, and D.Burgstahler, Upper Saddler Review, NJ, Prentice Hall. 2. Managerial

Accounting – RayH. Garrison, Eric W. Noreen; and Peter C. Brewer McGraw-Hill & Irwin,

Boston. 3. Cost Accounting: A Managerial Emphasis: Charles T. Horngren,Srikant M. Datar;

Madhav V. Rajan. Upper Saddler Review, NJ, Prentice Hall.


Course Title: Consumer Behavior

1. Introduction: Consumer Decision Making, An Overview of Consumer Behavior,

Psychological, Sociological Anthropological and Economic Concept Pertinent to

Consumption, Theories and Models, Building, Role of Theory, Criteria of Sound Theory in

Consumer Behavior, How Models are Constructed, Different Models of Consumer Behavior.

2. Environmental Influence Culture: Components of Culture, Useful Concepts of Cultural

Analysis, Cross Cultural Research and Multinational Marketing Subcultures.

3. Social Organization and Reference Groups: Socialization Reference Group Norms and

Conformity, Social Change, How Social Trends Will Affect Consumption.

4. Social Class: Social Stratification, Research Models of Social Class, Social Class and Buying

Behavior.

5. Family: Influences on Family Decision-Making, Using Family Concepts in Marketing.

6. Individual Influences: Learning: Learning Theory, Behavior Modification in Psychology

and Marketing Retention, Advertising Message, Habit Formation and Brand Loyalty.

7. Perception: Theories of Perception, Model of Perception, Factors Determining Perception, Features

of Perception Affecting Consumer Behavior.

8. Motivation and Personality: Motivation Theory, Motivation Research Methods, The Concept of

Personality.

9. Attitudes: Influence of Attitudes, Attitude Organization, Three Component Attitude Models,

Fluctuations of Attitudes, How Attitudes are Measured, Attitudes Change, Cognitive Dissonance

Theory, Multiatribute Theory.

10. Consumer Purchasing Process and Consumer Decision Process.

Text Book: Consumer Behavior (Concept and Strategies): Harold W. Berkmen and Christopher

C-Gilson & Kent Publishing Company.

Book Recommended: Perspectives in Consumer Behavior: Harold H. Kassringian and Thomas S.

Robertson & Scott Forceman and Company.


Course Title: Taxation & Auditing

TAXATION:

Income Tax: Definition of income and income tax - Characteristics of income- Total income and

total world income - Income year and assessment year - Role of income tax law in

industrial development of Bangladesh.

Classification of income: assessable and non-assessable income. Assesses: Classification -

Residential status. Heads of Income: Income from salary - income from interest on securities -

income from house property - income from agriculture - income from business and profession -

capital. Gains - income from other sources.

Tax Assessment and Recovery: Assessment procedures - Appeal, revision, recovery, refund and

penalties. Income tax authorities. - Assessment of individuals, partnerships and public limited

companies.

Value Added Tax (VAT): Introduction: Assessment and Payment of tax - Valuation -

Accounting - Refunds - Drawback - Calculation of V AT - Controlling evasion of V AT.

Books Recommended

1. Government of Bangladesh The Income Tax Ordinance 1984- Part 1 & 2.

2. The Institute of Chartered Accountants of Bangladesh Taxation Study Manual Vol 1 & 2.

3. Government of Bangladesh Publications on VAT.

4. Khawja Amjad Syeed, "Principles of Taxation".

AUDITING

Introduction: Definition - Objectives - Advantages - Different classes of audit. Internal Check

or Control: Definition and purpose - Internal cheque and internal audit - Auditor's duty with

regard to internal cheque - Audit program. Vouching: Meaning and importance - Vouching of

cash transactions - Vouching of trading transactions. Audit of impersonal ledger.

Verification and Valuation of Assets and Liabilities: Principles and methods of verification and

valuation - Duties and liabilities of an auditor in relation to valuation and verification.

Tl1e Audit of Limited companies: Qualifications, appointment and removal of auditor - Rights,

powers and duties of auditors _ Forms of income statement and balance sheet -Auditor's report.

Books Recommended

1. B. N. Tandon, A Hand Book of Practical Auditing, S. Chand & Company Ltd, New

Delhi, India.

2. B. K. Basu, An Instight into Auditing.

3. Khawaja Amjad Syed, Auditing Principles and Procedures.


Course Title: E-Business

1. Introduction to E-Business and E-Commerce: E-Business opportunities, E-Business risks,

Difference between E-Business and E-Commerce, E-Commerce defined, Business or

Consumer models of e-commerce transactions , E-business defined, How significant are e-

commerce investment adoption, Introduction the B2B and B2C Companies, Management

response to e-commerce and e- business.

2. E-Commerce Fundamental: The ecommerce environment, the e-commerce market place,

Business or Consumer Model? Market Place channel structure, Different types of online

intermediary, and the importance of Multi Channel Market Place Models. Focus on portals,

Types of petals, the importance of search engine, Commercial arrangement for transitions,

Fours on auction.

3. E-Business Infrastructure: What is the Internet? The internet timeline, just how big is the

internet, internets and extranets, what is the World Wide Web? Voice over IP (VoIP), How

does it works? Internet Standard, Networking standard, The Http Protocol, Uniform resource

locator(URL), Domain Names, Web Presentations and data exchange standard, Audio video

standard, Focus on who control the internet, managing e-business infrastructure, managing

hardware and software, internet service providers, managing employee access in the internet

and e-mail, managing e-business applications structure, Focus on the web service and service

oriented architecture (SOA),Focus on new access devices, Interactive digital television, the

future of the internet infrastructure.

4. E-Environment: Social factors, Factor governing internet adoption, Assessing demand for e-

commerce services, Taxation, freedom-reactive legislation, economic and competitive factors

Focus on e-commerce and globalization, the implications of e-commerce for international

B2B trading, political factors, internet governance, e-government, technological innovations

and technologies assessment.

5. E-Business Strategy: The imperative for e-business strategy, E-channel strategy, strategy

process model for e-business, Strategic analysis, Resource and process analysis, competitive

environment analysis, assessing competitive threat, Competitor analysis, strategic objectives,

defining vision and mission, how can e- business create business value, strategy definition,

strategy implementation, Elements of IS strategy, investment arrival.

6. Supply Chain Management: What is supply chain management? Using technology to

support supply chain management, a simple model of a supply chain, what is logistic, Push

and Pull Supply chain management, Focus on the supply chain models, options for the

restructuring the supply chain, using e-business to restructuring the supply chain, e-

commerce system for supply chain management, supply chain management implementation.

7. E-Procurement: What is E- Procurement? Understanding the e-procurement, types of e-

procurement drivers of e-procurement, Focus on estimating of e-procurement cost saving,

Risks and impacts of e-procurement, implementing of e-procurement, the future of e-

procurement.

8. E-Marketing: What is e-marketing, marketing defined, e-marketing defined, distinguish

between e-marketing, e-commerce, e-business, e-marketing planning, Is a separate e-

marketing plan required, situation analysis, demand analysis, competitor analysis,

intermediary analysis, internal marketing audit, Objective setting, the online revenue

contribution, strategy, market and product positioning, target market strategies, Focus on

characteristics of new media marketing communications, tactics, product, price, list, people

process and physical evidence, focus on online branding, actions, control.

9. Customer Relationship Management: Introduction, marketing applications of CRM, what

is e-CRM, Benefits of e-CRM, Permission marketing, customer profiling, conversation

marketing, the online buying process, customer accusation management, customer retention

management, online communities, customer extension, technologies solutions for CRM,

types of CRM applications,

10. Change Management: Introduction, the challenge of e-business transformation, different

types of change in business, planning change, human resource requirements, staff retention,

focus of knowledge management, what is knowledge? Risk management.

11. Analysis and Design: Introduction, analysis for e-business, workflow management, process

modeling, process mapping, task analysis and task decomposition, process dependence, data

modeling, focus on user cantered design, web accessibility, focus on security design for e-

business, managing computer verses, e-,mail management, Hacking, phishing.

12. Implementation and Maintenance: Introduction, alternative for acquiring e- business

system, development of web based content and service, Focus on HTML, Java script,

Testing, changeover, principle of performance management and improvement.

Text Book: E-Business and E-Commerce Management: Strategy, Implementation and Practice –

Dave Chaffey, (5th

Edition), Pearson.

University of Dhaka

Subject: Marketing




Fourth Year


Mkt-4001 Marketing Management 100 4

Mkt-4002 Services Marketing 100 4

Mkt-4003 Supply Chain Management 100 4

Mkt-4004 Brand Management 100 4

Mkt-4005 Advertising 100 4

Mkt-4006 Marketing for Non-Profit Organization 100 4

Mkt-4007 Marketing Research 100 4

Viva-Voce 025 1

Term-Paper (Report Formation - 50%

and Viva-Voce – 50%)

100 4

Contents of Syllabus


Course Title: Marketing Management

1. Defining Marketing for the 21st Century: The Importance of Marketing– The Scope of

Marketing– Company Orientations Toward the Marketplace– Fundamental Marketing Concepts,

Trends, and Tasks–

2. Developing Marketing Strategies and Plans: Marketing and Customer Value– Corporate and

Division Strategic Planning– Business Unit Strategic Planning– Product Planning: The Nature

and Contents of a Marketing–

3. Creating Customer Value, Satisfaction, and Loyalty: Maximizing Customer Lifetime Value–

Cultivating Customer Relationships– Customer Databases and Database Marketing

4. Identifying Markets Segments and Targets: Level of Markets Segmentation– Segmenting

Consumer Markets– Bases for Segmenting Business Markets– Market Targeting–

5. Creating Brand Equity: What is Brand Equity?– Building Brand Equity– Managing Brand

Equity– Devising a Branding Strategy–

6. Crafting the Brand Positioning: Developing and Communicating a Positioning Strategy–

Differentiation Strategies– Product Life-cycle Marketing Strategies– Market Evolution–

7. Dealing with Competition: Competitive Forces– Analyzing Competitors– Commutative

Strategies for Market Leaders– Other Competitive Strategies– Balancing Customer and

Competitor Orientations–

8. Designing and Marketing Service: Nature of Services, Marketing Strategies for Service Firms,

Marketing Service Quality, Managing Service Brands, and Managing Product Support Services.

9. Setting Product Strategy: Product Characteristics and Classifications– Differentiation– Product

and Brand Relationships– Packaging, Labeling, Warranties, and Guarantees–

10. Developing Pricing Strategies and Programs: Understating Pricing– Setting the Price–

Adapting the Price– Initiating and Responding to Price Changes–

11. Designing and Managing Value Networks and Channels: Marketing Channels and Value

Networks– The Role of marketing Channels– Channels-Design Decisions– Channel-

Management Decisions– Channel Integration and Systems– conflict, Cooperation and

Competition– E-Commerce Marketing Practices–

12. Designing and Managing Integrated Marketing Communication: The Role of Marketing

Communications– Developing Effective Communications– Deciding on the Marketing

Communications Mix– Managing the Integrated Marketing Communications–

13. Introducing New Market Offerings: Challenges in New-Product Development– Organizational

Arrangements– Managing the Development Process: Ideas– Managing the Development

Process: Concept to Strategy– Managing the Development Process: Development– The

Consumer– Adoption Process–

14. Managing a Holistic Marketing Organization: Trends in Marketing Practices– Internal

Marketing– Socially Responsible Marketing– Marketing Implementation– Evaluation Control–

The Future of Marketing–

Text Book: Marketing Management– Philip Kotler and Kevin Keller, Prentice-Hall Inc. (Latest

Edition)


Course Title: Services Marketing

1. Introduction to Services: What are services?– Why Service Marketing?– Service and

Technology– Differences in Goods and Services Marketing– Service Marketing Mix– The

Gaps Model of Service Quality-

2. Consumer Behavior in Service: Search Versus Experience Versus Credence Properties–

Decision-Making Process– The Role of Culture in Service Marketing-

3. Customer Expectations of Service: Meaning and Types of Service Expectations– Factors

that Influence customer Expectations of Service– A Model of Customer Service

Expectations– Current Issues Involving Customer Service Expectation–

4. Customer Perceptions of Service: Customer Perceptions– Customer Satisfaction– Service

Quality– Service Encounters– Strategies for Influencing Customer Perceptions–

5. Building Customer Relationships: Relationship Marketing– Relationship Value of

Customers– Foundations for Relationship Strategies– The Customer is not Always Right–

Customer Profitability Segments– Levels of Relationship Strategies–

6. Service Recovery: The Impact of Service Failure and Recovery– How Customers Respond to

Service Failures?– Why do (and Don’t) People Complain? When they Complain----What Do

Customers Expect– Switching vs. Staging Following Service Recovery– Service Recovery

Strategies– Service Guarantees–

7. Service Development and Design: Challenges of Service Design– Stages in New Service

Development– Service Blueprinting– Quality Function Deployment– High-performance

Service innovations–

8. Employees’ Roles in Service Delivery: The Critical Importance of Service Employees–

Boundary- Spanning Roles– Strategies for closing Gape 3– Service Culture–

9. Customers’ Role in Service Delivery: The Importance of Customers in Service Delivery–

Customers’ Roles– Self-service Technologies– Strategies for Enhancing Customer

Participation–

10. Delivering Service Through Intermediaries and Electronic Channels: Service

Intermediaries– Direct or Company-Owned Channels– Common Issues Involving

Intermediaries– Key Intermediaries for Service Delivery– Strategies for Effective service

Delivery through Intermediaries–

11. Integrated Services Marketing Communication: The Need for Coordination in Marketing

Communication– Key Reasons for Service Communication Problems– Four Categories of

Strategies to Match Service Promises with Delivery– Exceeding Customer Expectations –

Caveats and Strategies.

12. Pricing of Service: Three Key Ways Service Prices are Different for Consumers–

Approaches to Pricing Services– Pricing Strategies that Link to the Four Value Definitions.

Text Book: Service Marketing: Integrating Customer Focus across the Firm, Valaric A. Zeithmal

and Mary Jo Bitner, McGraw Hill


Course Title: Supply Chain Management

Understanding the Supply Chain: What is a Supply Chain? Historical Perspective – The Objective

of a Supply Chain- The Importance of a Supply Chain- Decision Phases in a Supply Chain- Process

Views of a Supply Chain.

Supply Chain Performers-Achieving Strategic Fit and Scope: Competitive and Supply Chain

Strategies- Achieving Strategic Fit- Expanding Strategic Scope- Obstacles to Achieving Strategic Fit.

Integrated Logistics: Logistics About Logistical Competency, The Logistical Mission, The

Logistical Renaissance, Development Profile,

Logistical Operations Integration: The Work of Logistics, Integrated Logistics, Operating

Objectives, Barriers to Internal Integration, Logistical Performance Cycles, Managing Operational

Uncertainty.

Customer Service: Customer-Focused Marketing, Customer Service Defined, Basic Service

Capability, Increasing Customer Expectations, The Perfect Order, Value-added Service, Customer

Satisfaction and Success.

Supply Chain Relationship: Channel Structure, The Economics of Distribution, Channel

Relationships, Logistical Service Alliances.

Marketing Channel Structure: Descriptive Institutional Approach, The Graphic Approach,

Commodity Groupings, Functional Treatments, Channel Arrangement Classification..

Global Logistics: Logistics in a Global Economy, Views of Global Logistics, Global Operating

Levels, The Interlinked Global Economy, The Global Supply Chain.

Logistical Resources

Information: Information Functionality and Principles, Information Architecture, Applications of

New Information Technologies, Electronic Data Interchange Standards.

Forecasting: General Forecast Considerations, The Forecast Process, Forecast Techniques.

Inventory Strategy: Inventory Functionality and Principles, Planning the inventory Resource,

Accommodating Uncertainty.

Inventory Management: Inventory Management Polices, Management Processes.

Transportation Infrastructure: Transport Functionality and Principles, Transport Infrastructure,

Suppliers of Transportation Services.

Transportation Regulation: Types of Regulation History of Transportation Regulation, Interstate

Deregulation, Intrastate Regulation, Current Regulatory issues.

Transportation Management: Basic Transport Economics and Pricing, Transport Decision

Making.

Warehouse Management: Storage Functionality and Principles, Developing the Warehouse

Resource.

Material Handling: Managing the Warehouse Resource, Material Handling.

Packaging: Perspectives, Damage Protection, Material-Handling Efficiency/Utility, Channel

Integration, Alternative Materials.

Logistics System Design

Logistics Positioning: Logistics Reengineering, Reengineering Procedure, Logistics Environmental

Assessment, Time-Based Logistics, Alternative Logistics Strategies, Strategic Integration, Logistics

Time-Based Control Techniques.

Integration Theory: Logistics Location Structure, Warehouse Location Patterns, Transportation

Economies, Inventory Economies, Least-Total-Cost Design, Formulating Logistical Strategy.

Planning and Design Methodology: Methodology, Problem Definition and Planning, Data

Collection and Analysis, Recommendations and Implementation, Decision Support Systems.

Planning and Design Techniques: Logistics AD Hoc Analysis, Location Applications, Inventory

Applications Transportation Applications, Enterprise Modeling.

Logistics Administration

Organization: Logistical Organizational Development, Stages of Functional Aggregation, Issues

and Challenges, The Management of Alliances.

Planning, Costing, and Pricing: Operations Planning, Logistical Design Metrics, Pricing.

Performance Measurement and Reporting: Logistical Measurement, Characteristics of an Ideal

Measurement System, Levels of Measurement and Information Flow.

Text Book: Logistics Management: Ronald J. Browersox and Daivd J. Closs, Tata, McGraw Hilll.

Book Recommended: Business Logistics Management, Ronald H. Ballou, Prentice –Hall.


Course Title: Brand Management

1. Introduction to Product Management: Marketing Organizations, The Role of the Sales

Force, Marketing Organization Implications of Global Marketing, Product Management: Fact

Versus Fiction, Changes Affecting Product Management, Changes in Marketing

Organizations.

2. Marketing Planning: The Planning Process, Components of the Marketing Plan

3. Defining the Competitive Set: Levels of Market Competition, Methods for Determining

Competitors.

4. Category Attractiveness Analysis: Aggregate Market Factors, Category Factors, Bargaining

Power of Buyers, Bargaining Power of Suppliers, Current Category Rivalry, Pressure

from Substitutes, Category Capacity, Environmental Analysis.

5. Competitor Analysis: Sources of Information, Creating a Product Features Matrix,

Assessing Competitors' Current Strategies, Marketing Strategy, Differential Advantage

Analysis, Assessing a Competitor's Will, Predicting Future Strategies.

6. Customer Analysis: What We Need to Know About Customers, The Long-Term Value of

Customers, Segmentation.

7. Market Potential and Sales Forecasting: Definitions, Market Potential, Methods of

Estimating Market and Sales Potential, Area Potential, Sales Forecasting.

8. Developing Product Strategy: Elements of a Product Strategy, Setting Objectives, Selection

of Strategic Alternatives, Positioning: Choices of Customer Targets, Positioning: Choice of

Competitor Targets, Positioning: The Core Strategy, Managing Brand Equity, Customer

Strategy, Product Strategy Overt the Life Cycle.

9. New Product Development and Management: Overview Introduction, Innovation; Strategy

Strategic Planning for New Product, Process and Management; Organization Concepts and

Options Implementation of Concepts; Generation Creative Process and People New Product;

Concept-Generating Process, Stimulating Techniques, Collecting and handling new Product

Ideas, Evaluation Concepts, Tools, Economic Analysis, Commercialization Prelaunch

Control, The Launch Cycle, New Product Marketing Plan, Commercialization Tools,

Controls.

Text Book: 1. Product Management, Donald. R. Lehmann & Russell S. Winer, Tata McGraw-

Hill Publishing Company Limited.

3. New Product Management, C. Mcyle Crewford, Irwin.

Book Recommended: New Product Management, C. Merle Crawford, Irwin.


Course Title: Advertising

1 Introducing Advertising and Promotion

2 Theorizing Advertising and Promotion

3 Advertising and Promotion’s Role in Brand Marketing

4 The Business of Advertising and Promotion

5 Promotional Media

6 Sponsorship, Brand Placement and Evolving Aspects of Integrated Marketing Communication

7 Advertising Brands Internationally

8 Advertising and Ethics

9 Advertising Research

10 Cognitive, Social and Cultural Theories of Advertising and Promotion

Text Book: Advertising and Promotion- Communicating Brands; Chris Hackley; Sage Publication.

Reference Book: Kleppner’s Advertising Procedure; J.T. Russell & W. Ronald Lane.


Course Title: Marketing for Non-Profit Organization Developing a Customer Orientation: The Growth and Development of Nonprofit– Marketing– Developing a

Customer Centered Mindset–

Strategic Planning and Organization: Strategic Marketing Planning– Understanding Target

Audience Behavior– Acquiring and Using Marketing Information– Segmentation– Positioning– and

Branding–

Developing and Organizing Resources: Generating Funds– Attraction Human Resources – Staff–

Volunteer– and Boards– Working with the Private Sector– Organizing for Implementation– Planning

and Budgeting the Marketing Mix–

Designing the Marketing Mix: Managing the Organization’s Offerings– Social Marketing–

Developing and Lunching new Offerings– Managing Perceived Costs– Managing Public Media and

Public Advocacy– Controlling Marketing Strategies–

Text Book: Strategic Marketing for Nonprofit Organizations: Alan R. Andreasen and Philip

Kotler, Prentice-Hall Inc.


Course Title: Marketing Research

Introduction to Marketing Research: The Nature of Marketing Research, A Classification of

Marketing Research, The Role of Marketing Research in MIS and DSS, Marketing Research

Suppliers, Selecting a Research Supplier, Marketing Research Process.

Defining the Marketing Research Problem and Developing on Approach: The Process of

Defining the Problem, Developing an Approach to the Problem, Tasks Involved, Environmental

Context of the Problem, Management Decision Problem and Marketing Research Problem, Defining

the Marketing Research Problem, Components of the Approach.

Research Design: Exploratory, Descriptive and Causal Research; Relationships among Exploratory,

Descriptive, and Causal Research; Potential Sources of Error, Budgeting and Scheduling the Project,

Marketing Research Proposal.

Exploratory Research Design: Secondary Data: Primary Versus Secondary Data, Criteria for

Evaluating Secondary Data, Classification of Secondary Data, Qualitative Research: Rationale for

Using Qualitative Research, A Classification of Qualitative Research Procedures, Focus Group

Interviews, Depth Interviews, Projective Techniques.

Descriptive Research Design: Survey and Observation: Survey Methods: Telephone, Personal

and Mail Methods; A Comparative Evaluation of Survey Methods, Selection of Survey Methods(s),

Observation Methods: Observation Methods Classified by Mode of Administration, A Comparative

Evaluation of Observation Methods, A Comparison of Survey and Observation Methods.

Causal Research Design: Experimentation: Concept of Causality, Conditions for Causality,

Validity in Experimentation, Extraneous Variables, Controlling Extraneous Variables, A

Classification of Experimental Designs: Pre-experimental Designs, True Experimental Designs,

Quasi-Experimental Designs, Statistical Designs; Laboratory versus Field Experiments, Limitations

of Experimentation.

Measurement and Scaling: Comparative Scaling: Measurement and Scaling, Primary Scales of

Measurement, Comparative Scaling Techniques and Verbal Protocols, Noncomparative Scaling

Techniques: Continuous Rating Scale, Itemized Rating Scale, Noncomparative Itemized Rating

Scale Decisions, Multi-item Scales, Scale Evaluation: Measurement Accuracy, Reliability and

Validity; Relationship between Reliability and Validity, Generalizability and Choosing a Scaling

Technique.

Questionnaire and Form Design: Questionnaire Design Process: Overcoming Inability to Answer,

Overcoming Unwillingness to Answer, Choosing Question Structure, Choosing Question Wording,

Determining the Ord3er of Questions; Form and Layout, Reproduction of the Questionnaire,

Pretesting; and Observational Forms.

Sampling: Design and Procedures: The Sampling Design Process, A Classification of Sampling

Techniques, Nonprobability Sampling Techniques and Probability Sampling Techniques, Choosing

Nonprobability versus Probability Sampling, Uses of Nonprobability and Probability Sampling, Final

and Initial Sample Size Determination: The Sampling Distribution, Statistical Approach to

Determining Sample Size, The Confidence Interval Approach, Multiple Characteristics and

Parameters, Adjusting the Statistically Determined Sample Size.

Field Work: The Nature of Field Work, Field Work and Data Collection Process, Selecting Fields

Workers, Training Fields Workers, Supervising Fields Workers, Validating Fields Work, and

Evaluating Field Workers.

Data Preparation: The Data Preparation Process, Questionnaire Checking, Editing, Coding

Transcribing, Data Cleaning, Statistically Adjusting the Data, Selecting a Data Analysis Strategy.

Frequency Distribution, Cross Tabulation and Hypothesis Testing: Statistics Associated with

Frequency Distribution, Introduction to Hypothesis Testing, A General Procedure for Hypothesis

Testing, Statistics Associated with Cross-tabulation, Cross-Tabulation in Practice, Hypothesis

Testing Related to Differences, Parametric and Non-parametric Tests.

Analysis of Variance and Covariance: Relationship among Techniques, One-Way Analysis of

Variance (ANOVA), Statistics Associated with One-Way ANOVA, Conducting One-Way ANOVA,

Illustrative Applications of One-Way ANOVA, Assumptions in ANOVA, Analysis of Covariance

ANCOVA, Issues in Interpretation, Repeated Measures ANOVA, Nonmetric Analysis of Variance,

Multivariate Analysis of Variance.

Correlation and Regression: Product Moment Correlation, Partial Correlation, Nonmetric

Correlation, Regression Analysis, Bivariate Regression.

Introduction to Multivariate Analysis: Multiple Regression, Discriminant Analysis, Factor

Analysis, Cluster Analysis, Multidimensional Scaling and Conjoint Analysis.

Report Preparation and Presentation: Importance of the Report and Presentation, The Report

Preparation and Presentation Process, Oral Presentation, Reading the Research Report, Research

Follow-up.

International Marketing Research: Marketing Research in International Context, A Framework

for International Marketing Research.

Ethics in Marketing Research: Importance of Ethics in Marketing Research, Stakeholders in

Marketing Research, Guidelines for Ethical Decision Making, An Ethical Framework, Ethics and the

Marketing Research, Process.

Text Book: Marketing Research, Naresh K. Malhotra, Prentice Hall Inc.

Reference Book: Business Research Methods, William G. Zikmund, Cengage Learning

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