SCHOOL OF DATA SCIENCE AND FORECASTING

PROGRAM CODE: DS5A BATCH: 2024-26

PROGRAM TITLE: MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
- BUSINESS ANALYTICS

PROGRAM OUTCOMES:
 Developing of managerial and analytical skills covering both technical and business
domains.
 Getting opportunities of higher studies in the area of Business Analytics.
 Demonstrate use of team work, leadership skills, decision making and organization
theory.
 Apply Data Science techniques to the solution of real world business problems,
communicate findings, and effectively present results.

PROGRAM SPECIFIC OUTCOMES:

 Demonstrate knowledge of statistical data analysis techniques utilized in business decision
making.
 Employ cutting edge tools and technologies to analyze Big Data.
 Understanding of the key technologies in business analytics: data mining, data visualization,
forecasting methods, and statistics.
 Use of Data Science technologies in finance and marketing analytics.

PROGRAM STRUCTURE (2024-26):

First Semester:
Course Code Course Title Credits (L-T-
P)
CORE COURSES
DS5A-501 Principles of Management 3 (2-1-0)
DS5A-503 Design and Analysis of Algorithms 4 (2-1-2)
DS5A-505 Advanced Database Management Systems 4 (2-1-2)
DS5A-507 Python for Analytics 3 (2-0-2)
DS5A-509 Spreadsheet Modelling 3 (2-0-2)
ELECTIVE COURSES-I: Any One
DS5A-521 Marketing Management 4 (3-1-0)
DS5A-523 Financial Management 4 (3-1-0)
ELECTIVE COURSES-II: Any One
DS5A-531 Principles of Economics 3 (2-1-0)
DS5A-533 Business Communication 3 (2-1-0)

DS5A-551 Comprehensive Viva-Voce 4

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Second Semester:
Course Code Course Title Credits (L-T-P)
CORE COURSES
DS5A-502 Organisational Behaviour 3 (2-1-0)
DS5A-504 Operations Research 4 (3-1-0)
DS5A-506 Data Mining and Data Warehousing 4 (2-1-2)
DS5A-508 Probability and Statistics 3 (2-1-0)
DS5A-510 Statistical Programming in R 3 (2-0-2)
ELECTIVE COURSES-I: Any One
DS5A-522 Digital Marketing 4 (2-1-2)
DS5A-524 Financial Modelling 4 (2-1-2)
ELECTIVE COURSES-II: Any One
DS5A-532 Supply Chain Management 3 (2-1-0)
DS5A-534 Linear Algebra 3 (2-1-0)
DS5A-552 Comprehensive Viva-Voce 4

Third Semester:
Course Code Course Title Credits (L-T-P)
CORE COURSES
DS5A-601 Forecasting Methods 4 (3-1-0)
DS5A-603 Research Methodology 3 (2-1-0)
DS5A-605 Machine Learning 3 (2-0-2)
DS5A-607 Data Visualization 3 (2-0-2)
ELECTIVE COURSES-I: Any One
DS5A-621 Marketing Analytics 4 (2-1-2)
DS5A-623 Financial Analytics 4 (2-1-2)
ELECTIVE COURSES-II: Any One
DS5A-641 AI Tools for Analytics 3 (2-0-2)
DS5A-643 Cloud Computing/ Hadoop & Spark 3 (2-1-0)

DS5A-651 Comprehensive Viva-Voce 4

Fourth Semester:
Course Code Course Title Credits (L-T-P)
Project
DS5A-602 Major Research Project / Industry Internship 12
DS5A-652 Comprehensive Viva-Voce 4

Note: The above course contents can be modified as per requirement from time to time in
accordance with University Ordinance No. 14.

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DETAILED SYLLABUS:
First Semester:
DS5A-501: Principles of Management Credits: 3 (2-1-0)
Objective: Objective of this course is to help the students gain understanding the
functions and responsibilities of the manager, provide them tools and techniques to be used
in the performance of managerial job, and enable them to analyse and understand the
environment of the organization.

COURSE DESCRIPTION:
Unit I: Concept of Management: Introduction to Management & Organizations, Functions
and Responsibilities of Managers, Fayol’s Principles of Management, Management thought;
the Classical School, The Human Relations School, Systems theory, Contingency
Management Developing Excellent Managers.

Unit II: Planning: Nature and purpose of planning process, principles of Planning, Types
of planning, Advantages and Limitation of planning. Concept and Nature of Objectives:
Types of Objectives, Importance of Objectives, Setting objectives, Management by
Objective (MBO) benefits and weaknesses of MBO.

Unit III: Strategies and Policies: Concept of Corporate Strategy, formulation of strategy,
Types of strategies, Types of policies, principles of formulation of policies, Decision
Making Process, Individual Decision Making Models.

Organizing: Nature and Purpose of Organizing, Bases of Departmentation, Span

Relationship, Line Staff Conflict, Bases of Delegation, Kind of Delegation and
Decentralization, methods of Decentralization.

Unit IV: Controlling: Concept and Process of Control, Control Techniques. Human Aspects
of Control, Control as a feedback system, feed forward Control, Preventive Control, Profit and
loss Control, Control through Return on investment, the use of Computer of Controlling
& Decision making, the challenges created by IT a Control tool.

Text Books:
1. Horold Koontz, O’Donnell and Heinz Weihrich, “Essentials of Management’ New Delhi,
Tata McGrow Hill, 1992.
2. R.D. Agrawal, “Organization and Management” New Delhi, Tata McGrow Hill 1995.
3. Stephen Robbins "Management" 8th Ed. New Delhi Pearson 2006
4. The New Era of Management (India Edition) by Richard L. Daft Suggested Reading:
5. Horold Koontz, Heinz Weihrich, “Management: A Global Perspective” New Delhi Tata
McGrow Hill, 10th Ed. 1994.
6. Robert Krietner, “Management” Houghton Miffin CO. 7 th Ed.1999.

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7. Stephen Robbins "Management" 8th Ed. New Delhi Pearson 2006

Course Outcomes:

At the end of the course students will be able to-

 Define Management and explain how management differs according to level and whether a
manager is a line manager or an enabling role.
 Briefly describe and contrast four models of management; rational, goal, scientific, human
relations, open systems
 Describe and attain some elementary level of skills in the main management processes;
planning, organizing, decision making and control.

DS5A-503: Design and Analysis of Algorithms Credits: 4 (2-1-2)

Objective: This course is designed to equip students with a comprehensive understanding of
both fundamental and advanced algorithmic concepts. The course discusses the core
principles of algorithms, exploring mathematical foundations, algorithm analysis, and various
algorithmic strategies such as divide-and-conquer, dynamic programming, and greedy
algorithms. By the end of the course, students will be proficient in selecting and implementing
appropriate algorithmic approaches, making informed decisions to optimize performance and
solve problems with confidence.

COURSE DESCRIPTION:

UNIT I: The efficient algorithm, Average, Best and worst case analysis, Amortized analysis,
Asymptotic Notations, Analyzing control statement, Loop invariant and the correctness of the
algorithm, Algorithms and Flowcharts, Static and Dynamic Memory Allocation, Arrays,
Pointers and Strings, Multidimensional Arrays, Pointer to Structure, Library Functions of
Strings, Sorting Algorithms and analysis: Bubble sort, Selection sort, Insertion sort, Shell sort
Heap sort, Sorting in linear time: Bucket sort, Radix sort and Counting sort.

UNIT II: Stacks and Queue, Circular Queue, De-queue and Priority Queue, Singly Linked List,
Doubly Linked List, Circular Linked List, Binary Search Trees, Tree Traversal, Threaded Binary
Tree, AVL Tree B Tree, B+ Tree, Recurrence and different methods to solve recurrence,
multiplying large Integers Problem, Problem Solving using divide and conquer algorithm -
Binary Search, Max-Min problem, Sorting (Merge Sort, Quick Sort), Matrix Multiplication,
Exponential.

UNIT III: General Characteristics of greedy algorithms, Problem solving using Greedy
Algorithm - Activity selection problem, Elements of Greedy Strategy, Minimum Spanning trees
(Kruskal’s algorithm, Prim’s algorithm), Graphs: Undirected Graph, Directed Graph, Traversing
Graphs, Shortest paths, The Knapsack Problem, Job Scheduling Problem, Huffman code.

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UNIT IV: Backtracking and Branch and Bound: The Eight queens’ problem, Knapsack
problem, Travelling Salesman problem, Minimax principle. String Matching: Introduction, The
naive string matching algorithm, The Rabin-Karp algorithm, String Matching with finite
automata. NP-Completeness: The class P and NP, Polynomial reduction, NP-Completeness
Problem, NP-Hard Problems. Travelling Salesman problem, Hamiltonian problem,
Approximation algorithms.

Text Books:

1. Levitin, A., Introduction to the design and analysis of algorithms. Pearson Education
Asia.
2. Cormen, T. H., Leiserson, C. E., Rivest, R. L., & Stein, C., Introduction to algorithms (2nd
ed.). PHI Learning Pvt. Ltd./Pearson Education.
3. Lee, R. C. T., Tseng, S. S., Chang, R. C., & Tsai, T., Introduction to the design and analysis
of algorithms: A strategic approach. McGraw-Hill.
4. Horowitz, E., Sahni, S., & Rajasekharam, S., Fundamentals of computer algorithms.
Galgotia Publications Pvt. Ltd.
5. Dave, P. H., & Bhalchandra, H., Design and analysis of algorithms. Pearson Education.

DBMS
DS5A-505: ADVANCED DATABASE MANAGEMENT SYSTEMS Credits: 4 (2-1-2)
Objective: The Advanced Database Management Systems course is intended to explore both
fundamental principles and advanced features of the classical and modern Database
Management Systems. Students will engage with topics such as relational database design
and implementation, distributed databases, and emerging trends in database technology. The
course is structured into four modules, providing a comprehensive understanding of DBMS.
By the end of the course, students will have gained the knowledge necessary to design and
implement sophisticated database systems, enhancing their ability to manage and utilize
information effectively.

COURSE DESCRIPTION:

UNIT I: Overview of DBMS: Comparison between Database approach and Traditional file
accessing approach, Advantages of database systems, Schemas and instances, Data
Dependency, Data Dictionary, and Meta Data. Data models, Types of Data models (Object
Oriented, Record Based and Physical data models), E-R Modelling.

UNIT II: Relational Data model: Domains, Tuples, Attributes, Keys, Relational database,
Schemas, Integrity constraints, Relational algebra and relational calculus; Normalization:
Normal forms (INF, 2NF, 3NF, BCNF), Functional dependency, Decomposition, Dependency
preservation and lossless join.

UNIT III: Structured Query Language: DDL, DML, DCL, TCL, SQL Functions, integrity
constraints, various joins, sub-query, index, View, Sequence, and Clusters. Transaction

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Management, ACID properties, Concurrency Control, locking based algorithms, timestamp
ordering algorithms, deadlock management.

UNIT IV: Object Oriented, Temporal and Spatial Databases: Object Oriented Databases,
ODMG Model, Object Definition Languages (ODL), Object Query Languages (OQL), Temporal
Databases, Time ontology, structure, and granularity, Temporal data models, Spatial
Databases, Types of spatial data, Geographical Information Systems (GIS), Conceptual Data
Models for spatial databases, Logical data models for spatial databases, Physical data models,
Clustering, Space filling curves, Storage methods, R-tree, Query processing.

Text Books:

1. Silberschatz, A., Korth, H., & Sudarshan, S., Database System Concepts (5th ed.).
McGraw-Hill.
2. Elmasri, R., & Navathe, S. B.m Fundamentals of Database Systems. Benjamin
Cummings Publishing Company.
3. Rob, P., & Coronel, C., Database Systems (7th ed.). Cengage Learning.
4. McFadden, F. R., Hoffer, J. A., & Prescott, M. B., Modern Database Management (5th
ed.). Pearson Education Asia.
5. Bayross, I., SQL, PL/SQL: The Programming Language of Oracle (4th revised ed.). BPB
Publications.
6. Yeung, A. K. W., & Hall, G. B., Spatial Database Systems: Design, Implementation and
Project Management. Springer.

DS5A-507: Python for Analytics Credits: 3 (2-0-2)

Objective: The main objective is to help students to understand the fundamentals of python.
Student will learn how to analysis data using Python.

COURSE DESCRIPTION:
UNIT I: Introduction to Python: Python versus Java, Python Interpreter and it’s Environment,
Python installation, Python basics: variables, operators, Strings, Conditional and Control
Statements, loops; Data structures: lists and dictionaries; functions: global functions, local
functions, lambda functions and methods.

UNIT II: Object Oriented Programming Concepts: Class, object, constructor, destructor and
inheritance; Modules & Packages, File Input and Output, Catching exceptions to deal with
bad data, Multithreading, Database Connectivity.

UNIT III: Numpy: Creating Arrays, Arrays Operations, Multidimensional Arrays. Arrays
transformation, Array Concatenation, Array Math Operations, Multidimensional Array and its
Operations, Vector and Matrix. Visualization: Visualization with matplotlib, Figures and
subplots, Labeling and arranging figures, Outputting graphics.

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UNIT IV: Pandas: Manipulating data from CSV, Excel, HDF5, and SQL databases, Data analysis
and modelling with Pandas, Time-series analysis with Pandas, Using Pandas, the Python data
analysis library, Series and Data Frames, Grouping, aggregating and applying, Merging and
joining.

Text Books:
1. McKinney Wes, "Python for Data Analysis: Data Wrangling with Pandas, NumPy, and
IPython", O'Reilly Media, 2012.
2. Hauck Trent, "Instant Data Intensive Apps with Pandas How-To", Packt Publishing Ltd,
2013.
3. Beazley David M.,"Advanced Python Programming", Pearson Education,2009.
4. Chun Wesley , Core Python Programming, 3rd Edition,Prentice Hall Professional, 2012.
5. Telles Matt "Python Power!: The Comprehensive Guide", Cengage Learning, 2008.
6. McKinney Wes & PyData Development Team, "pandas: powerful Python data analysis
toolkit", Release 0.13.1, Feb 2014.
7. [Link]
8. [Link]

Course Outcomes:
- The student will learn core data types of python.
- The student will learn conditional and looping operations in python.
- The student will be able to work with Object-oriented concepts and Database
connectivity in python.
- The student will be able to analyze data using Pandas and Numpy.
- The student will be able to visualize the data using seaborn and matplotlib.

DS5A-509: Spreadsheet Modelling Credits: 3 (2-0-2)

Objective: The main objective of this course is to learn analysis of data using MS Excel,
resulting in less time and better understands what the data means.

COURSE DESCRIPTION:

Unit I: Introduction to Excel User Interface, Application, Workbook, Worksheets & its
Components, Named Ranges; Formatting: Cell Color, Font Color, Indents, Alignments,
Number Formats, Custom Formats, Editing commands; Data Sorting: Built-in Sort, Sorting
Levels, Custom Sort; Data Filtering: Auto Filter – Filter By Color, Filter by Icono Advanced Filter,
Remove Duplicates; Data Subtotal – Built-In Subtotal (Nested Subtotal).

Unit II: Data Validation: Based on cell values (text length, whole no Based on Formulas, List
Dropdown, Circle Invalid Data, Input & Error Messages; Data Grouping: Grouping Rows,
Grouping Columns. Data Tables: Conditional Formatting, Formatting based on Cell values,
Formatting based on Formulas, Icon Sets (bars, scales, icons), Freezing Panes, Text-to-

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Columns, Delimited, Fixed Length; Data Consolidation (from multiple files), Getting External
Data into Excel, From MS Access, From Text files, From Web, Other Data Sources.

Unit III: Formulas, TEXT Functions, IF, ERROR Functions, LOGICAL Functions, VLOOKUP,
HLOOKUP, COUNTIF, SUMIF, SUMPRODUCT, DATE & TIME FUNCTIONS, FORMULA TEXT,
Information Functions (ISNA, ISEVEN, ISERR…).

Unit IV: Charts: Chart Types, Chart Components, Primary Vs Secondary Axis, Chart Formatting,
Sparkline (2010 and above); Pivot Tables: Introduction & Creation, Slicer, TimeLine, Pivot
Charts, Calculated Fields, Calculated Items, Grouping, Formatting – Number/Conditional,
PowerPivot, PowerView.

Assignment: Dashboard design

Text Books:
1. John Walkenbac, “Excel 2016 Bible”, John Willey & sons.
2. Jordan Goldmeier , “Advanced Excel Essentials”, Apress Publisher.
3. Conrad George Carlberg , “Business Analysis with Microsoft Excel”, Que Publishers.
4. Bernd Held, ”Microsoft Excel Functions & Formulas”, Wordware publishing, Inc.
5. Steven Roman ,”Writing Excel Macros with VBA” O’Reilly Media.

Course Outcomes:
- The student will be able to perform basic operations in Excel.
- The student will be able to summarize data using Grouping and pivot table.
- The student will be able to write conditional statements and perform LOOKUP operations.
- The student will be able to create charts in excel.
- The student will be able to create a dashboard in excel.

DS5A-521: Marketing Management Credits: 4 (3-1-0)

COURSE OBJECTIVE:
The objectives of this course are to provide the students exposure to modern marketing
concepts, tools, and techniques, and help them develop abilities and skills required for the
performance of marketing functions.
COURSE DESCRIPTION:

Unit -I:
Marketing Concepts: Customer Value and Satisfaction, Customers Delight, Conceptualizing
Tasks and approaches to Marketing Management, Value chain, scanning the Marketing
Environment. Market Segmentation, Targeting, Positioning: Market segmentations, patterns,
procedures, requirement for effective segmentation, Niche Marketing, selecting the market
segments, tool for competitive differentiation, developing a positioning strategy.

Unit -II:

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Marketing Information System and Marketing Research Process. Product Decision:
Objectives, Product classification & Product Portfolio, Product life cycle strategies, branding,
packaging, labelling. Pricing Decision: Factors affecting price, pricing methods and strategies,
Types of competition.

Unit -III:
Distribution Decisions: Importance and Functions of Distribution Channel, Considerations in
Distribution Channel Decisions, Types of Channel Members, Retail formats. Promotion
Decisions: A view of Communication Process, developing effective communication,
Promotion-Mix elements – Advertising, Personal Selling, Sales Promotion and Public Relation.

Unit -IV:
Introduction to International Marketing: EPRG framework, Deciding to go abroad, deciding
which markets to enter, Deciding on the marketing program, Country of origin effect.
Emerging Trends in Marketing: An introduction to Digital Marketing, Multi level Marketing,
and Introduction of CRM & EVENT marketing.

TEXT BOOKS:
1. Philip Kotler, Kelvin & Keller, Abraham Koshy, Mithileshwar Jha “Marketing
Management”, A South Asia perspective –New Delhi : Pearson Education.
2. Rajan Saxena – Marketing Management, TMH .
3. Dhiraj Sharma, Marketing – Cengage.
4. Czinkota & Kotabe – Marketing Management – Cengage Latest Edition.
5. Baines, Fill & Page – Marketing Management, Oxford University Press Latest Edition.

Course Outcomes:
Students will be able
 To understand the key concept of marketing and its evolution
 To develop an ability to access the dynamic marketing environment
 To develop marketing strategy and evolving and matching marketing mix to consumer
behaviour and perceptions of the product
 To understand the segmentation, targeting and positioning process and its
importance in light of changing marketing environment.
 To develop the required skills to understand the effect of economic, political-legal,
and cultural environments of a foreign country on company’s international marketing
decisions

DS5A-523: Financial Management Credits: 4 (3-1-0)

COURSE OBJECTIVE:
The objectives of this course are to help the students learn the concepts, tools and skills of
financial analysis and financial management, and application in the efficient conduct of
business.

COURSE DESCRIPTION:

Unit -I:

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Introduction: Concept of Finance, Corporate Finance, Finance Functions and other functions.
Structures of the Financial System. Meaning and Objectives of Financial Management, Scope
and Functions of Financial Management, Wealth Maximization v/s Profit Maximization. Short
Term and Long Term Sources of Finance in India.

Unit -II:
Cost-Volume-Profit Analysis: Concept, BEP in units, BEP in rupees, Multiproduct BEP, Margin
of Safety, P/V Ratio. Ratio Analysis: Liquidity, Profitability, Leverage and Activity Ratios.
Calculation and Interpretation. Investment Decisions: Time Value of Money, DCF and Non DCF
Methods for Evaluating Projects, Cost of Debt, Cost of Preference, Cost of Equity, Weighted
Average Cost of Capital.

Unit -III:
Leverage Analysis: Determination of operating leverage, financial leverage and total leverage,
Leverage and Financial Distress. Statement of Changes in Financial Position: Funds Flow
Statement; Total Resource Method, Working Capital Method and Cash Method, Cash Flow
Analysis. Capital Structure and Firms Value: Net Income Approach, Net Operating Income
Approach, Traditional Approach, MM Approach. EBIT --- EPS Analysis, ROI - ROE Analysis.

Unit -IV:
Dividend Policy: Relevance and Irrelevance Theories of Dividend, Factors affecting the
dividend policy, Alternative Forms of Dividend. Working Capital Management: Cash and
Liquidity Management, Credit Management, Determination of Working Capital and its
Financing, CMA form for Working Capital.

TEXT BOOKS
 Pandey, I.M. financial Management, Vikas Publishing House, New Delhi.
 Khan M.Y. and Jain P.K. Financial Management, Tata McGraw Hill, New Delhi.
 Keown, Arthu J., Martin, John D., Petty, J. William and Scott, David F, Financial
Management. Pearson Education.
 Chandra, Prasanna; Financial Management TMH, New Delhi.
 Van Horn, James C., Financial management and Policy, Prentice Hall of India.
 Brigaham & Houston, Fundamentals of Financial Management, Thomson Learning,
Bombay.
 Kishore, R., Financial Management, Taxmans Publishing House, New Delhi.

Course Outcomes:
 The students will be able to understand the basic concepts of financial management
and contemporary theory and policy in order to master the concepts, theories and
technique of financial management, what represents the condition of profitable
business operations and survival respectively development of business subjects and
the economy as a whole.
 Students should acquire the basic knowledge by means of combining theoretical
cognitions and practical attitudes to enable them the understanding of financial
problems in business practice after completed the vocational studies.

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  The students will also learn relevant, systematic, efficient and actual knowledge of
financial management that can be applied in practice with making financial decisions
and resolving financial problems.

DS5A-531: Principles of Economics Credits: 3 (2-1-0)

Course Objectives: The basic objective of this course is to make the students aware of the
various economic issues that they are expected to face as managers at the corporate level
and to equip them with the tools and techniques of economic analysis for improving their
decision-making skills.

COURSE DESCRIPTION:
Unit-I: Introduction to Economics: Definitions, Nature and Scope of Economics; Difference
between Microeconomics and Macroeconomics; Significance in decision-making and
fundamental concepts. Consumer Demand Analysis: Meaning, Features and Determinants of
demand; Law of Demand and its Exceptions; Reasons for Law of Demand; Importance of Law
of Demand; Elasticity of Demand.

Unit-II: Supply Analysis: Meaning, Supply Function, Law of Supply, Determinants of Supply,
Law of supply; Reasons for Law of Supply; Elasticity of supply and its measurement. Theory of
Production: Production Function, Factors of Production; Law of Variable Proportions; Law of
returns to scale Cost, Revenue and Profit Analysis: Cost Classifications for Predicting Cost
Behavior; Concept of Profit, Gross Profit and Net Profit; Break Even Point (BEP).

Unit-III: Market Structure: Perfect Competition, features, determination of price under

perfect competition. Monopoly: Feature, pricing under monopoly, Price Discrimination.
Monopolistic: Features, pricing under monopolistic competition, product differentiation.

Unit-IV: National Income: Circular Flow of Income, Meaning and Concept of National Income:
GNP/GNI, NNP/NNI, Personal Income and Disposable Income; Methods of Computing
National Income -Production Method, Income Method, Expenditure Method.

Inflation-Types of Inflation, Causes, Effects, Inflation and Unemployment. Economic

Stabilization: Monetary Policy- Meaning, Objectives, Tools; Fiscal Policy- Meaning,
Objectives, Tools

Text Books:
1. J S Chandan, Statistics for Business and Economics,
2. H. L. Ahuja, Principles of Microeconomics,
3. D. N. Dwivedi, Macroeconomics Theory and Policy, Tata McGraw-Hill
4. S Damodaran, Managerial Economics.
5. Sunny Thomas & Wahida Thomas, Business Economics
6. Hirschey Mark, Economics for Managers, Thomson Publication

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Course Outcomes:
Upon completing the course, students will be able to:
· Demonstrate knowledge of the laws of supply and demand and equilibrium; and apply the
supply and demand model to analyse responses of markets to external events.
· Evaluate economic issues and public policy by using economic models or data analysis while
identifying underlying assumptions of the model(s) and limitations.
· To generate and interpret summary statistics and regression models.
· Solve economic problems involving comparison and selection of alternatives by using
analytical techniques including benefit-cost ratio and break-even analysis.

DS5A-533: Business Communication Credits: 3 (2-1-0)

OBJECTIVE:
This course is designed to give students a comprehensive view of communication, its scope
and importance in business, and the role of communication in establishing a favourable
outside the firm environment, as well as an effective internal communications program. The
various types of business communication media are covered. This course also develops an
awareness of the importance of succinct written expression to modern business
communication.

COURSE DESCRIPTION:
Unit-I: Basic Principles of Communication: Introduction, Understanding Communication, the
Communication Process, Barriers to Communication, the Importance of Communication in
the Workplace. Types and Channels of Communication: Introduction, Types of
Communication, Classification of Communication Channels.

Unit II: The Nature of Business Communication: Introduction, Types of Business

Communication, Communication Network in Organizations. The Importance of Listening in
the Workplace: Introduction, what is listening? Barriers to Listening, Strategies for Effective
Listening, Listening in a Business Context. Guidelines for Written Business Communication:
Introduction, General Principles of Writing, Principles of Business Writing.

Developing Oral Business Communication Skills: Introduction, Advantages of Oral

Communication, Oral Business Presentations. Reading Skills for Effective Business
Communication: Introduction, what is reading? Types of reading, SQ3R Technique of Reading.
Internal Business Communication: Guidelines for Meetings: Introduction, Types of Meetings,
Before the Meeting, During the Meeting, After the Meeting, and Common Mistakes made at
Meetings.

Unit III: Internal Business Communication: Writing Memos, Circulars and Notices:
Introduction, What is a Memo? Circulars and Notices. Internal Business Communication –

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Electronic Media and Shareholder Communication: Introduction, what is an Intranet?
Communicating through Email, Communication with Shareholders.

External Business Communication – Writing Business Letters: Introduction, Principles of

Business Letter Writing, Types of Business Letters, Format for Business Letters. Other Forms
of External Business Communication: Introduction, Communication with Media through News
Releases, Communication about the Organization through Advertising. Internal and External
Business -Communication – Writing Business Reports: Introduction, What is a Report? Types
of Business Reports, Format for Business Reports, Steps in Report Preparation.

Unit IV: Employment Communication – Resumes and Cover Letters: Introduction, Writing a
Resume, Writing Job Application Letters, Other Letters about Employment. Employment
Communication – Group Discussions and Interviews: Introduction, What is a Group
Discussion? Attending Job Interviews.

TEXTBOOKS
1. Essentials of Business Communication, Sixth Edition, Mary Ellen Guffey, South-
Western College Publishing.
2. Business Communication Today by Courtland L. Bovee, John V. Thill, Barbara E.
Schatzman, Hardcover: 730 pages, Publisher: Prentice Hall
3. Excellence In Business Communication (6th Edition) by John Thill, Courtland L. Bovee,
Paperback: 656 pages, Publisher: Prentice Hall
4. Business Communication: Building Critical Skills by Kitty O. Locker, Stephen Kyo
Kaczmarek, Hardcover: 637 pages, Publisher: Irwin/McGraw-Hill
5. Business Communication for Managers: An Advanced Approach by John M. Penrose,
Robert W. Rasberry, Robert J. Myers, Hardcover: 480 pages, Publisher: South-Western
College.

Course Outcomes:
At the end of the course the students will be able-
1. To make business communication with the parties concerned.
2. To write memorandum, circulars, notices, business letters, and business reports.
3. To write resume and job application.
4. To participate in group discussion and interviews.

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