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 HEMCHADRACHARYA NORTH GUJATAT UNIVERSITY, PATAN
C. B. C. S. FOR B.COM. PROGRAMME
____________________________________________________________________________________

CC 302 - Marketing Management Practices

Bachelor of Commerce
Semester Fifth
Paper Number CC 302
Course Name Marketing Management Practices
Course Type CORE
Effective From June 2022
0bjective To make students familiar with service marketing, rural marketing,
retailing and case study

Unit Content Marks Credit

No.
1 Services Marketing & Customer Relationship Management 25 % 0.75
x Services Marketing in Indian Context
x Meaning, Tasks and Benefits of CRM
x Loyalty programmes, Relationship Marketing and CRM
x Designing and Operating a CRM programme
x Components of a CRM programme
x Significance of customer selection and order selection
x Measuring customer satisfaction
2 Retailing in 25 % 0.75
x Nature and Scope of Retailing
x Main activities in Retailing
x Retailing in India –The contemporary scene, growth and formats
x Spread of Retail chain in India
x Spread of Shopping malls in India
3. Rural Marketing in India (25%) 25 % 0.75
x Significance of Rural marketing
x Rural Marketing Environment: Consumer, Demand and Drivers
x Challenges and Solutions in delivering values in the Rural Market
x Segmentation
x Product and Pricing strategy
x Distribution
x Sales force Management
x Marketing Communication
4. Case Studies in Marketing (25%) 25 % 0.75
x Objectives of the case method
x Benefits of the case method
x Developing a case study
x Cases
(i) Gujarat State Tourism Development Corporation Ltd. (GSTDC)
(ii) RUDI- The Gujarat Model of Rural Distribution Network
(iii) FMCG in small packs are driving sales in rural India
Recommending Reading:

1. “Marketing Management –Global Perspective Indian context” by V.S.Ramaswami and S.namakumari.

Macmillan.
2. “Case Studies in Marketing –The Indian Context by R.Shrinivasan . PHI learning Pvt. Ltd.
3. Rural Marketing –Text and Cases by C.S.G. Krishnamacharyulu and lalitha Ramakrishnan. Pearson
Education
4. Marketing Management by Philip Kotler and others for Services Marking
5. Websites: www.ruralmarketing.org
www.managementparadise.com
www.rajeshithal.blogpot.in
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 B.Com Semester-V
Core Compulsory ECONOMICS : CC 301
Money, Financial systems and Indian Economy – I

Unit 1 Money
Functions, Alternative measures to money supply in india – their different components, Factors
affecting supply of money. High powered money-meaning and used sources of changes in high
powered money.

Unit 1 Finance
Meaning of money market and its instruments – meaning of capital market and its
instruments.
Indian Banking System : Definition of bank, commercial bank, its function-structure of
commercial banks systems in India – Meaning and importance of main liabilities and assets.

Unit 3 Process of Credit Creation & Development Banks

Credit Creation process, structure of co –operative banks in India, function of district co
operative banks, functions of development banks : EXIM Bank, NABARD, and IDBI.

Unit 4 Banking Services

Meaning and definition of credit card . Advantages and disadvantages of credit card.
Introduction of RTGS, NEFT, IMPS, concept of multy currency card, concept of cheque, type
of cheque, meaning of draft.

Basic Readings

1. Money, banking, international TRADE & public Finance: D.M.Mithani- 2003 Himalata Public
House Mumbai.
2. Indian Banking System-Prof I.V.Trivedi 2007-08 Ramesh book depot, jaipur.
3. Co-operative banks in dindia: Amit Basak – 2010 new century publication, New Delhi
4. The Indian economy S.K.Ray 2007 prantice hall of indiaprivate limited , New delhi
5. Banking & Finance: Gupta 2007-08 Ramsh book deposit, jaipur
6. Indian Banking & Financial System – B P Gupta 2005 Jaipur
7. Indian Banking – S Natarajan -2001 s chand & company LTD New, Delhi
8. Banking & Finance -2009 Dr.N.K.Sharima Sunrise Publication & Distributors.
 HEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY, PATAN

B.COM PROGRAMME
CHOICE BASED CREDIT SYSTEM (C. B. C. S.) SYLLABUS

Programme Name Bachelor of Commerce

Semester :- 5 Five
Course Code CE 301
Course Name Advance Finance Management
Course Type CORE ELECTIVE (CE)
Effective From June -2020
CE- 301 :: Advanced Finance Management

Unit Course Content Weightage Credit

No.
1 Advance Finance Management: Meaning and 25 % 0.75
scope of Finance Management. Finance
functions. Difference between traditional and
modern finance functions. Classifications of
finance functions. Incidental finance functions.
Role of finance manager.
2 Capital Structure: Meaning of Capital 25 % 0.75
Structure. Characteristics of an ideal Capital
Structure. Factors affecting to Capital Structure.
Types of Capital Structure and its merits &
demerits.
3 Working capital: Concept of Working capital. 25 % 0.75
Types of Working capital. Factors affecting to
Working capital. Sources of Working capital.
Dividend policy: meaning, Various dividend
policies, Factors affecting to dividend decisions.
Types of dividend payments.
4 Capital Budgeting: Meaning and significance 25 % 0.75
of capital Budgeting. Characteristics of Capital
Budgeting. Objectives of Capital Budgeting.
Types of Capital Budgeting plan. Approaches to
Capital Budgeting decisions. Techniques of
Capital Budgeting: Payback period method,
Average rate of return method and net present
value method.
Reference Books:

1. M. Y. Khan & P. K. Jain. Financial Management: Text, Problem and Cases,

Mac-Graw Hill Education (India) Private Limited, Chennai.
2. Dr. S. P. Gupta, Financial Management, ShityaBhavan Publications, Agra.
3. Sumit Gulati and Y. P. Singh, Financial Management, Mac-Graw Hill
Education (India) Private Limited, New Delhi.
4. C Paramasivan and T Subramanian, Financial Management, New Age
International Publishers.
 HEMCHANDRACHARYA NORTH GUJARAT UNIVERSITY, PATAN

B.COM PROGRAMME
CHOICE BASED CREDIT SYSTEM (C. B. C. S.) SYLLABUS

Programme Name Bachelor of Commerce

Semester :- 5 Five
Course Code CE 302
Course Name Consumer behaviors and Market Segmentation
Course Type CORE ELECTIVE (CE)
Effective From June -2020
CE- 302 :: Consumer Behaviors and Market Segmentation

Unit Course Content Weightage Credit

No.
1 Consumer Behaviors: Meaning, 25 % 0.75
Significance, Stages of Consumer
behaviors, Types of Consumer
behaviors, New products adoption
process.
2 Factors affecting to Consumer 25 % 0.75
behaviors: Personal factors,
Psychological factors, Social factors,
Cultural and sub-culture factors
affecting to Consumer behaviors.
3 Market Segmentation: Meaning, 25 % 0.75
significance, Advantages of Market
Segmentation, Market Targeting. Basis
of Market Segmentation of industrial
products
4 Basis of Market Segmentation of 25 % 0.75
consumer products: Geographical
basis, Demographic basis,
psychological basis, Behaviouristic
basis.
Reference Books:

1. Varsha Jain and JagdishSheth, Consumer Behavior, Parson Education.

2. Leaon G. Shiffman, Joseph hisnablit and S. Rameshkumar, Consumer Behavior,
Pearson Education.
3. Sara Dolnicar , Bettina Grün , Friedrich Leisch, Market Segmentation Analysis,
Spinger Open.
4. Art Weinstin, Market Segmentation, Routledge; 3 edition.
 19

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 B.Com. Sem : V
CC: 303 : Business Communication

Unit : I Business Values (18))

(a) Business Ethics and Etiquettes
(b) Leadership Qualities
(c) Time Management
[ One descriptive question with an internal option
from unit I ]

Unit : II Press Reports (Not less than 200 words) (17))

(a) A Serious Road Mishap (A Collision of Two
Vehicles)
(b) A Train Accident (A Collision of Two Trains)
(c) A Plane Crash
(d) A Boat Tragedy
Natural Calamities
(a) An Earth Quack
(b) Devastating Food
(c) Cyclonic Strom
Current Events
An Event that has greater news value and concerns
large sections of society
[ One descriptive report with an internal option
from unit II ]
Unit : III Drafting of Speeches (18))
(a) Introduction of a Chief Guest
(b) Vote of Thanks
(c) Condolence Speech
(d) Farewell Speech for the Final Year Students
(d) Farewell Speech for the Retiring Employee
(e) Chairman’s Speech at Board Annual Meeting
[ One descriptive speech with an internal option
from unit III ]

Unit : IV (A) Drafting of Resolutions (08))

(a) Appointment of a Director
 (b) Appointment of a Secretary
(c) Appointment of an Auditor
(d) Declaration of Dividend
(e) Declaration of Bonus
(f) Declaration of Right Shares
(g) Announcement of Annual General Meeting
(h) Change of Premises
[ Two resolutions question with an internal option
from unit IV(A) ]
(B) List of words frequently used in Business (09))
Correspondence
(1) Agenda (2) Backlog (3) Bankruptcy (4)
Beneficiary (5) Black Market (6) Breach of Contract
(7) Budget (8) Collateral Security (9) Commission
(10) Deficit (11) Entrepreneurship (12) Exchange
Rate (13) Fiscal (14) Franchise (15) Fright (16)
Gross (17) Black Market (18) Lease (19) Margin
(20) Mortgage (21) Negotiable (22) Pledge (23)
Power of Atterney (24) Promissory Note (25) Rebate
Recession (26) Reimbursement (27) Subsidy (28)
Syndicate (29) Trade Mark (30) Waive
[ Objective type questions with multiple choices
from unit IV(B) ]

Objectives of the Course:

(1) To enable the students to familiarise with business ethics and
values that enable them in making a successful businessman in
the course of time.
(2) To acquaint the students in preparing the Press report, on various
occasion. This will enable them in drafting the press reports
through confidence.
(3) To help them in preparing speeches on various occasions and
develop proficiency in drafting speeches.
(4) To enable them in preparing resolutions which will help them in
the acquiring the skills of drafting various resolutions as per the
requirement
(5) To familiarise the students with commercial terms which will help
them in understanding the business correspondence terminology
in a better way.

Reference Books:
1. English Communication – Madhumita Chakraborty, Sumita Puri,
Jyoti Jakhar Dahiya, McMilllan Education, Ahmedabad
2. Interactive English – Board of Editors, McMillan Education India,
Ahmedabad
3. A Textbook of English and Communication Skills – Dr. Richa
Mishra and Dr. Ratna Rao, McMillan Education India,
Ahmedabad
4. Business Communication and Organisational Management by
Rohini Aggrawal – Taxman
5. Effective Business Communication - Murphy G. A., Hildebrandt
W. H., Thomas J. P., Tata McGraw Hill, New Delhi
6. A Handbook of Commercial Correspondence – A. Ashley – OUP,
New Delhi
7. Word Power Made Easy – Norman Lewis - Goyal Saab, New Delhi
8. Communicative Competence in Business English – Robinson,
Netrakanti & Shintre – Orient Longman, Hyderabad
9. Oxford Dictionary of Phrasal Verbs – A. P. Cowie & R. Mackin,
OUP, New Delhi
10. A Guide to Business Correspondence and Communication Skills –
A.N. Kapoor – Sultan Chand & Sons, New Delhi
11. Business Communication Today – Bovee & Thill – Prentice-Hall,
New Delhi
12. Guide to Report Writing (Guide to Business Communication
Series) – Netzley & Snow –Prentice-Hall, New Delhi
13. Contemporary English Grammar – David Green, McMillan
Publication, Mumbai
 B.Com. Semester V
CC 116 : (Optional) : Commercial Communication (Optional) V

Unit I Text : The Reflection (Section One) – MacMillan (18)

Publishers India Private Ltd, Mumbai
[ One Long question with an internal option from Unit I
: Chapters : 1 to 3 ]
Unit : II Press Reports (Not less than 200 words) (17))
(a) A Serious Road Mishap (A Collision of Two Vehicles)
(b) A Train Accident (A Collision of Two Trains)
(c) A Plane Crash
(d) A Boat Tragedy
Natural Calamities
(a) An Earth Quake
(b) Devastating Flood
(c) Cyclonic Storm
Current Events
An Event that has greater news value and concerns
large sections of society
[ One descriptive press report with an internal option
from unit II ]
Unit III Import Export Correspondence (18)
(a) Introductory Letter of an Indian Exporter to an
Overseas Importer
(b) Letter of Inquiry from a Foreign Importer to an
Indian Exporter
(c) Reply of an Indian Exporter to an Inquiry of a
Foreign Importer
(d) Overseas Exporter’s Intimation Regarding the
Shipment of Goods.
[ One descriptive letter with internal option from unit
III ]

Unit IV (A) Drafting of Resolutions (08)

(a) Appointment of a Director
(b) Appointment of a Secretary
(c) Appointment of an Auditor
(d) Declaration of Dividend
 (e) Declaration of Bonus
(f) Declaration of Right Shares
(g) Announcement of Annual General Meeting
(h) Change of Premises
[ Two resolutions question with an internal option from
unit IV(A) ]
Unit IV (B) Vocabulary One Word Subsstitutes (List is attached) (09)
(1) Amicable (2) Anonymous (3) Bakery (4)
Contemporary (5) Contagious (6) Dialysis (7) Ecology (8)
Edible (9) Equanimous (10) Flexible (11) Fatalist (12)
Honorarium (13) Illegal (14) Illegible (15) Illiterate (16)
Immigrant (17) Impossible (18) Inaudible (19) Incredible
(20) Optimist (21) Pessimist (22) Unanimous (23) Timid
(24) Obsolete (25) Volunteer (26) Tetotaller (27)
Pseudonym (28) Notorious (29) Manuscript (30)
Netiquette
[ Match the following nine items from vocabulary of unit
IV(B)

Course Objectives:
(1) To develop language competency and proficiency through literary
texts
(2) To develop understanding about the skills of drafting press
reports in various situations and context which includes accidents,
natural calamities and current events
(3) To generate various skills in drafting various letters related to
Import Export correspondence
(4) To create the skills of paraphrasing the text (précis writing)
(5) To facilitate the students in understanding vocabulary word
substitutes and enable them to use the words skillfully,
meaningfully and efficiently day to day usages
Reference Books:
1. English Communication – Madhumita Chakraborty, Sumita Puri,
Jyoti Jakhar Dahiya, McMilllan Education, Ahmedabad
2. Interactive English – Board of Editors, McMillan Education India,
Ahmedabad
3. A Textbook of English and Communication Skills – Dr. Richa
Mishra and Dr. Ratna Rao, McMillan Education India,
Ahmedabad
4. Business Communication – Urmila Rai & S. M. Rai – Himalaya Publishing
House, Mumbai
5. Effective Business Communication - Murphy G. A., Hildebrandt W. H.,
Thomas J. P., Tata McGraw Hill, New Delhi
6. A Handbook of Commercial Correspondence – A. Ashley – OUP, New
Delhi
7. Word Power Made Easy – Norman Lewis - Goyal Saab, New Delhi
8. Communicative Competence in Business English – Robinson, Netrakanti &
Shintre – Orient Longman, Hyderabad
9. A Guide to Business Correspondence and Communication Skills – A.N.
Kapoor – Sultan Chand & Sons, New Delhi
10. Business Communication Today – Bovee & Thill – Prentice-Hall, New
Delhi
11. Guide to Report Writing (Guide to Business Communication Series) –
Netzley & Snow –Prentice-Hall, New Delhi
12. Contemporary English Grammar – David Green, McMillan
Publication, Mumbai