Semester 3
CSI-403 Computer Organization & Assembly Language 3(3-0)
CSI-401 Data Structure and Algorithms 3(2-1)
CSI-405 Discrete Structures 3(3-0)
CSI-411 Professional Practices 3(3-0)
MTH-423 Differential Equations 3(3-0)
MTH-424 Linear Algebra 3(3-0)
PST-321 Pakistan Studies 3(3-0)
FIN-401 Managerial Accounting 3(3-0)
MGT-401 Principles of Management 3(3-0)
MKT-401 Principles of Marketing 3(3-0)
STA-401 Basic Statistical Inference 3(3-0)
ENG-407 Oral Communication 3(3-0)
BBA-519 PRINCIPLES OF MANAGEMENT 3(3-0) COURSE OBJECTIVES:
This is a rudimentary course for the students of business administration. The focus of attention will be
given to learning fundamental principles of management and of managing people and organization in a
historical as well as contemporary world. Students are expected to develop analytical and conceptual
framework of how people are managed in small, medium and large public and private national and
international organizations.
COURSE CONTENTS: Introduction, overview and scope of discipline, The evolution and emergence of
management thought, Management functions, Planning concepts, objectives, strategies and policies,
Decision making, Organizing; departmentalization, line/staff authority, commitments and group decision
making, Staffing: principles of selection, performance, career planning, Leading: Motivation, leadership,
communication, Controlling: the system and process and techniques of controlling, Management and
Society: future perspective
SUGGESTED READINGS: 1. Stephen P. Robins, Mary Coulter: Management 2. H. Koontz Odonnel and H.
Weihrich: Management 3. Mc Farland: Management: Foundation and Practice 4. Robert M. Fulmer: The
New Management Scheme of Studies BBA (Hons) 22 GC University, Faisalabad Semester 5th.
BBA-517 FUNDAMENTALS OF MARKETING 3(3-0)
COURSE OBJECTIVES:
This course is designed to introduce foundations of marketing as they relate to the whole business
enterprise. This course will focus on developing an understanding of key marketing concepts. The
objective of this course, specifically, is to enhance the conceptual knowledge of marketing as applicable
to decision making process with a focus on tactical marketing mix decisions. Further it will provide the
student with a comprehensive framework to evaluate marketing decisions and to create successful
Scheme of Studies BBA (Hons) 20 GC University, Faisalabad marketing initiatives. The course, will
therefore, provide an understanding of the principles of marketing in relation to the product and
services including the planning process, organizing the marketing functions, implementing the marketing
decisions keeping in mind the ethical, legal and societal consideration. INDENTED LEARNING
OUTCOMES: By the end of this course it is expected that the student will be able: 1. Understand the
marketplace and the consumers. 2. Understand the elements in marketing mix and their application in
marketing decisions. 3. Outline the functions of marketing communication. 4. Discuss social
responsibility and ethics in marketing. 5. Understand the importance of customer relationship in
marketing and the creation of customer value.
COURSE CONTENTS:
Marketing Concept, Marketing environment, Planning and research in marketing, Market segmentation
and targeting, Consumer behavior, Industrial marketing, Product planning, Product-Mix, Pricing,
Distribution, Placement Promotional Mix, Marketing in global scenario.
SUGGESTED READINGS:
1. Philip Kotler, Principles of Marketing (Latest Edition) 2. David Jobber, Principles of Marketing (Latest
Edition) 3. Jerome McCarthy & William, D. Pareanth, Basics Marketing, (Latest Edition)
PRINCIPLES OF MARKETING
COURSE DESCRIPTION/OBJECTIVE
This course is designed to introduce foundations of marketing as they relate to the
whole business enterprise. This course will focus on developing an understanding
of key marketing concepts.
The objective of this course, specifically, is to enhance the conceptual knowledge of
marketing as applicable to decision making process with a focus on tactical marketing
mix decisions. Further it will provide the student with a comprehensive framework to
evaluate marketing decisions and to create successful marketing initiatives. The
course, will therefore, provide an understanding of the principles of marketing in
relation to the product and services including the planning process, organizing the
marketing functions, implementing the marketing decisions keeping in mind the
ethical, legal and societal consideration.
LEARNING OUTCOMES
By the end of this course it is expected that the student will be able:
1. Understand the marketplace and the consumers.
2. Understand the elements in marketing mix and their application in marketing
decisions.
3. Outline the functions of marketing communication.
4. Discuss social responsibility and ethics in marketing.
5. Understand the importance of customer relationship in marketing and the
creation of customer value.
COURSE CONTENT
INTRODUCTION TO MARKETING
Marketing and the Society
Importance and scope of marketing
Week 01 Definition of marketing
Nature and concept of marketing
MARKETING ENVIRONMENTS
The Marketing environment
o Macro environment
Week 02
o Micro environment
Environmental scanning and monitoring
MARKETING & STRATEGY
Strategic planning
Week 03
Strategic marketing planning
Forecasting marketing demand
MARKETING DECISIONS
Information required for marketing decisions
Reasons for obtaining information
Week 04
Marketing research
CONSUMER BEHAVIOUR
Information for purchase decisions
Consumer decision process
Week 05
Influence of social and psychological factors
Market implications
MARKET SEGMENTATION AND TARGETING
Factors for Segmentation
Selecting the target market
Week 06
Developing the positioning and target market strategies
PRODUCTS AND SERVICES
Definition of product and services
Week 07
Classification of consumer goods
Classification of business goods
PRODUCT DEVELOPMENT AND LIFE CYCLE
Week 08 Product development process and commercialization
Product life cycle stages and its implications
MID-TERM EXAMINATION
PRICING
Overview of pricing
Importance of pricing
Week 09
Break even analysis
Factor effecting pricing decisions
SETTING THE PRICE AND RELATING STRATEGIES
Pricing objectives
o Sale based objectives
Week 10 o Profit based objectives
Status quo Pricing
Price strategy
PRICING TECHNIQUES AND THEIR APPLICATIONS
Cost based pricing
Cost plus pricing
Week 11
Target pricing
Floor pricing
DISTRIBUTION
Importance of distribution channels
Selecting a channel of distribution
Week 12
Retail functions in distribution
Recent trends in wholesaling and retailing
PROMOTION
Importance and types of promotion
Channels of communication
Week 13 Objectives, budgeting and promotional mix
Legal environments of promotion
ADVERTISEMENT AND PUBLICITY
Week 14
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Scope of advertisement and publicity
Characteristic of advertisement and publicity
Development, planning and implementation of advertising
plan
Evaluating the success and failure of promotional plan
INTRODUCTION To E-BUSINESS
Introduction
Week 15
Different trends
Rules of doing
Conclusion e-business
Session
Week 16 E-business
Final Exam application in the market
RECOMMENDED TEXT BOOKS
1. Philip Kotler, Principles of Marketing (Latest Edition)
2. David Jobber, Principles of Marketing (Latest Edition)
3. Jerome McCarthy & William, D. Pareanth, Basics Marketing, (Latest Edition)
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INTRODUCTION TO MANAGEMENT
COURSE DESCRIPTION AND GOALS
This is an introductory course about the management of organizations. It provides instructions on
principles of management that have general applicability to all types of enterprises; basic
management philosophy and decision making; principles involved in planning, organizing, leading,
and controlling; and recent concepts in management. The principles learned in this course will
allow the student to effectively work with and through others in an organization. The course will
also encourage the students to explore and inquire the applicability of western management
principles and theories in local settings. Besides, the course will discuss the Islamic perspective of
managing businesses and organizations.
INTENDED LEARNING OUTCOMES
This course will cover the basic managerial functions of planning, organizing, leading, and
controlling, We will also try to learn the evolution and best practices which are been used in
today‟s modern era.
At the conclusion of this course, the student should be able to:
1. Hold informed conversations with functional specialists and understand how to draw
effectively on their expertise in managing organizations.
2. Understand the relevance of the western management principles and theories, for
local settings.
3. Understand the Islamic perspective of managing businesses and
organizations.
4. Apply course concepts and theory in a practical context.
5. Integrate several of the disciplines studied
6. Demonstrate empirical investigative skills by producing an in-depth analysis of a
management situation usually presented through case studies, resulting in
recommendations for a programme of action.
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7. Recognise the need to take a holistic approach to performance improvement rather than a
narrowly functional approach.
PLAN OF EDUCATIONAL METHODOLOGY TO BE USED COURSE
CONTENT (SEMESTER)
Introduction to Management
Week 01
Organization, The management Process
The History and evaluation of Management
Week 02 Organizational theories and different approaches to
management
The organizational Culture and the Manager
Week 03 The external environment and the Manager
The internal environment and the manager
Foundations and basic elements of Planning
Week 04 Process of planning and MBO
Effective strategic planning
Decision Making
Week 05 The manager‟s role as decision maker
Decision making process
Basics of Strategic Management
Week 06 Case of Strategic Management
Strategic management process
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Organizational Structure
Week 07
Types of organizational structures
MID-TERM EXAMINATION
Week 08
Human Resource Management
Case Decision-making
Week 09
HRM processes
Motivation its theories
Week 10
Current issues in Motivation
Team work and Group Behaviour
Week 11
Case of team and team work
Leadership and its characteristics
Week 12
Leadership styles and behaviours
The process of Control
Week 13
The Control Standards
Case of Controlling
Week 14
Presentation
Staffing
Week 15
Presentation
Conclusion Session
Week 16
Terminal Exam (to be announced by the University)
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ASSESSMENT CRITERIA
Assessment will be based on nature of the course and teacher‟s preference
RECOMMENDED TEXT BOOKS
1. Mary Coulter & Robbins, Management, International ed.
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