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ADIKAVI NANNAYA UNIVERSITY

RAJAHMUNDRY
III Year Syllabus
B.B.M
Effective for 2013 Admitted Batch only.

Paper-9: Business Environment

Unit-I: Business Environment: Business Environment: Concept and significance-kinds of
environment - Influence of environment on business.
Indian Economy: Features of Mixed Economy-Development through planningobjectives of planning-evaluation of 5 year Plans.
Unit-II: Industrial Policy of government of India: Different policies-Liberalization policy of
government Industrialization in India: Structure-Growth-Balanced Regional
Development-Institutional financing.
Unit-III: Capital market feature of SEBI Competition Act
International business environment trends in international trade balance of
payments.
Unit-IV: Problems of developing countries role of IMF World Trade Organization
Globalisation Indias Statue.
Books for References:
1. Adkhikary, Economic Environment, S Chand Publishing, New Delhi
2. A N Agarwal, Indian Economy, Vikash Publishing House, New Delhi.

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Paper-10: Business Law and Business Taxation
Unit-I: Business Law:
Law of Contract-Contract and its essentials-Different types of contracts-Offer and
Acceptance-Capacity of parties to contract-Consideration-Consent-coercion-Undue
influence-Misrepresentation-Fraud-Mistake Legality of objects-Unlawful and illegal
agreements-agreements in restraint of trade-Quasi Contracts-Performance of
contract-Breach of contract
Law of Agency: Creation of Agency-classification of agents-Relation of Principal &
Agent- Relation of Principal with third party-Personal liability of AgentTermination of Agency.
Unit-II: Law of Partnership: Registration-Effects of Registration, Formation of Partnershipclasses of partners-duties and responsibilities.
Company Law: formation of companies-kinds of companies-doctrine of Ultra
Virus-Memorandum of Association-Articles of Association-Prospectus-Share
Capital
Case Studies (each not exceeding 250 words)
Unit-III: Business Taxation:
Income Tax Act 1961-Basic concepts-Incidence of tax-Incomes exempt from tax.
Heads of Income: Salaries, Income from house property, profits and gains of
business or profession, capital gains and income from other sources-computation
of income under various heads.
Unit-IV: Computation of total income-setoff and carry forward to losses-Deductions from
gross total income.
Assessment of individuals.
Books for References:
1. S S Gulshan and G K Kapoor, Business Law including company law, Newage
International publisher, New Delhi.
2. N D Kapoor, Business Law, S Chand Publishing Pvt. Ltd., New Delhi.
3. Dinkar Pagare, Law & Practice of Income tax, S Chand Publishing Pvt. Ltd., New
Delhi.
4. Bhagwati Prasad, Law & Practice of Income tax, Navman Prakashan, Aligarh.
5. H C Mehrota, Income tax Law& Account, Sahitya Bhavan, Agra.

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Paper-11: Entrepreneurship and Small Industry
Unit-I: Entrepreneurship-Meaning-types of entrepreneurs-psychological factors in
Entrepreneurship
Factors influencing the birth of entrepreneurs-emergence of entrepreneurship in
Indian Industry and business including small industry
Unit-II: Entrepreneurship Development Need and Importance of Entrepreneurship
Development-Problems and prospects of Entrepreneurship Development in India
Unit-III: Government policies and measures towards promotion of entrepreneurship: central
and state government-Industrial estates-district industries centres-role of banks,
SFCs and SIDBI in the development of SSIs-Incentives and concessions to the
small scale sector.
Unit-IV: Small scale Industries: Importance and problems-How to start small scale industrial
UNIT-conception of an idea-Preparation of feasibi9lity report-Clearance and
permits needed-basic legal formalities-licensing procedure registrationdocumentation Case Study
Books for Reference:
1. UdaaaiPareek and T V Rao, Developing Entrepreneurship, Sanjiv Printers,
Ahmedabad.
2. S V S Sarma, etal.-I Developing Entrepreneurship issues and problems, Small
Industry extension training institute, Hyderabad.
3. S E, Srivastava. A Practical guide to Industrial entrepreneurs, Sultan Chand &
sons, New Delhi.
Electives (any one of the following combination)
FINANCIAL MANAGEMENT
Paper-12A (i): Financial Services
Unit-I: Merchant Banking : Definition and Categories of Merchant Bankers, Services
provided by Merchant Bankers Corporate Counseling project counseling and preinvestment studies, Credit Syndication, Issue management, Portfolio Management.
Merchant Banking in India.
Unit-II: Management of Capital Issue: Pre-issue activities appointment of bankers,
printers, advertising agency, registrar and Brokers to the issue, drafting of
prospectus along with contents. Past issue activities processing of applications,
allotment and refund orders, listing of securities. Underwriting: Meaning of
Underwriters, rules, advantages and disadvantages.
Unit-III: Leasing: Concept, types of lease, advantages and disadvantages. Regulatory
framework, obligations of the lessee and the lesser, financial evaluation of lease.
Hire Purchase: Meaning, Types of hire purchase, Commercial and industrial credit,
flat and effective rates of interest in hire purchase. Credit Rating: Concept, merits
and demerits. FACTORING: Meaning, types of factoring.
Unit-IV: Venture capital meaning and methods of venture capital financing
Money Market Instruments: Commercial paper Nature, Conditions for the issue,
Procedure for the issue. Bill Discounting Introduction, Bills rediscounting scheme
and its procedure, Bill Market in India.
Books for Reference:
1. Vasanth Desai, Financial Markets and Financial Services, Himalaya Publishing
house, Mumbai.
2. M Y Khan and P K Jain, Financial Services, Tata-Mc.Grahill Publishing, Mumbai.

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Paper-12A (ii): Security Analysis and Portfolio Management
Unit-I: An Overview: The investment scene and capital markets The Definition of
investment Vs. Gambling Investment Media Capital Markets Sources of
investment information. Components of investment Risk Valuation of Securities
Bonds, Preference Shares and Equity Shares.
Unit-II: Analysis for Equity Investment:
Fundamental Analysis: Economy Economic Analysis Economic Factors that
affect the market. Industry Analysis: Identification of factors Stages in Industry
Analysis.
Company Analysis: Financial parameters, reworking financial statements, NonFinancial parameters.
(i) Technical Analysis: Tools of Technical Analysis. Interpretation of Chart
patterns.
(ii) Efficient Market Hypothesis: Concept and forms of efficient Market.
Unit-III: Portfolio Theory : Traditions, Modern Portfolio Theory Portfolio Models
Markowitz Model, Sharpe Model, Capital Asset Pricing Model, Portfolio Selection,
Evaluation of portfolio performance.
Unit-IV: Mutual Funds: The concept and objective of a mutual fund Types of Mutual
Funds Advantages of Mutual Funds - Services provided by Mutual Funds
Organization and Management of Mutual Funds Indian Mutual Funds Public
and Private.
Books for References:
1. V K Bhalla, Security Analysis and Portfolio Management, S Chand Publishing Pvt.
Ltd. New Delhi.
2. V A Avadhani, Security Analysis and Portfolio Management, Himalaya Publishing
house, Mumbai.
MARKETING MANAGEMENT
Paper-12B (i): Product Management
Unit-I: Introduction: Objectives of Product Management Factors influencing the
emergency of product management function Importance Role and Characteristic
of product manager.
Product Classification: Consumer and industrial products product Strategies
Product Mix and Line Decisions Branding Labeling Packing Product
Diversification Product Differentiation and Product Positioning.
Unit-II: Product Planning and Development: Components of Product Planning Product
Policy Product Market Strategies.
Product Life Cycle Theory: Various Stages in product life cycle Management of
PLC Brand life cycle Planned Obsolesces.
Unit-III: Product Innovation: Need for new product Stages in product Development Test
marketing reasons for failure of new product Organization structure for new
products.
Marketing of Industrial Goods: Optimum Marketing Mix Difference between
marketing of consumer and industrial goods.
Unit-IV: Marketing of Services: Characteristics of Services Marketing mix for Services
Trends in services marketing.
Case Study.
Books for Reference:
1. The Product Managers Hand book, The Complete Product Management Resource,
Linda Gorchels NTC Business Books McGraw-Hills.

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2. V S Ramaswamy & S Namakumari (VS & SN) Marketing Management,
Macmillan, Publishing, New Delhi.
Paper-12B (ii): Sales Management
Unit-I: Sales Management: Definition Objectives & Scope: Role of Sales Management in
Marketing Management: Sales Organization purposes.
Types of sales
organizational Structures: Sales department relations.
Sales Planning: Estimating sales potential, demand and sales forecasting, sales
budgets, sales quotas and sales territories
Unit-II: Salesmanship Definition Theoretical aspects of Salesmanship: Characteristics of
successful salesman.
Unit-III: Management of sales force; Recruitment, selection, training, compensating and
motivating sales personnel, evaluating and supervising sales personnel
Unit-IV: Sales Control; Sales audits: sales analysis and marketing costs analysis.
Case Study.
Books for Reference:
1. Still. Condiff and Govani, Sales Management: Concepts and Cases, Prentice Hall
India, New Delhi.
2. Sherlekar, Marketing and Sales Management, Himalaya Publishing, Mumbai.
Elective Paper (12C): Human Resource Management
Paper I: Labour Laws
(The objective of this course is to enable the student to understand the legal
environment in relation to Human Resource Management).
Unit-I: Law Significance, importance sources of law Types of laws Historical
background and present scope of labour legislation Constitutional frame work of
labour legislation.
Legislation of working conditions: Factories Act, - Mines Act Plantation Act
Contract Labour Act A.P. shops and Establishments Act.
Unit-II: Legislation of wages: Payment of wages Act, Minimum wages Act Payment of
Bonus Act, - Equal Remuneration Act.
Unit-III: Legislation of Industrial Relations: Trade Unions Act Industrial Employment
Standing Orders Act Industrial Disputes Act.
Unit-IV: Legislation of Social Security: Workmen Compensation Act Employee State
Insurance Act Employee Provident Fund Act Maternity Benefit Act Payment
of Gratuity Act Case laws:
Books for Reference:
1. P.L Malik, Industrial law, Eastern Book Company, Lucknow.
2. Singh and Agarwal , Labour and Industrial Laws , Pioneer Printers, Agra.
3. N.D. Kapoor, Elements of Labour Laws, Sultan Chand and Sons, New Delhi.
Elective Paper (12C): Human Resource Management:
Paper II : Training and Development:
(The Objective of this course is to acquaint the students with the Training and
Development Principles and Practices)
Unit- I: Training and Development Importance Significance, Scope and types.
Unit -II: Learning and Training Programmes: Principles of learning, theories of learning
Implementation of learning and training Determining Training needs and methods

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On the Job training methods off the job training methods programmed
instruction Apprenticeship.
Unit-III: Executive Development Process Methods On the Job Development
Coaching Understudy Job Rotation Job enrichment Job enlargement
Committee Assignments Off the Job development Training courses to improve
decision making skills Case Study method In Banker Exercises Management
games Training Courses to improve interpersonal skills Role Play Behavior
Modelling Transactional Analysis Sensitivity training Johari window.
Unit IV: Evaluating training effectiveness performance appraisal:
Career development Career definition Individual Vs Organisational
perspective value of effective career development External Vs Internal
dimension of career career stages Effective organizational and individual career
development case studies.
Books for Reference:
1. Udas Pateak, Human Resource Development.
2. Edwin B Flippo, Human Resource Management, M C Graw Hill International
Editions, New Delhi.
3. Monappa, Personnel Management, Tata Mc. Graw Hill, New Delhi.

Paper-13: Project Report and Viva-Voce