SYLLABUS FOR 3RD YEAR B.B.A.

Core Courses
B.B.A. Course No.-301
Business Communication
Marks-80
Mid Term-40
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1. Communication Foundations:
Information Theory - Theory of Human Communication - Hierarchy of Communications
Levels Elements of Communication - Language and Culture.
2. Types of Communication:
Oral Communication - Written Communication - Audial Communication - Visual
Communication Audio - Visual Communication - Gesture.
3. Patterns of Communication:
Horizontal and Vertical Communication - Upward and Downward Communication -
Formal & Informal Communication - Mass Communication - Barriers of Communication
- Ways to Better Communication.
Final Term-40
4. Organizing and Dictating Messages: Using Words, Phrases, Sentences Paragraphs
and Compositions effective.
5· Communication Through Letters:
Writing Enquiry, Order, Complaint, Regret, Apology Letters.
6. Communication through Memorandum and Report.
7. Communication Technology.
8. Communication in the Business Enterprises of Bangladesh.
Basic Text:
1. Rajendra Pal & J. S. Korlahali, Essentials of Business Communication, Suttan Chand
& Sons, New Delhi.
Reference Books:
 William C. Himstreet & Wagne Murlin Baty, Business Communication Principles
and Methods, Kent Publishing Company, Boston, Massachusetts.
Raymond V. Lesikar, Business Communication - Theory and Application, Richard D.
Irwin, Inc. Homewood, Illinois.
Peter Padget Cassell, Communication & Reports, London.
Sue Smithson, Business Communication Today.
A.A. Khan, M. A. Taher and A. K.M. Shah Alam, Business Communication &
Secretarial practice.
B.B.A. Course No.-302
Principles and Practice of Banking
Marks-80
Mid Term-40
A. Commercial Banking:
1. Definition & Functions:
Commercial Bank and Economic Development - Commercial Bank Regulations:
Banking Companies Act in Bangladesh.
2. Banker- Customer Relationship:
Meaning of Banker and Customer - General Relationship Between Banker and Customer
- Rights and Duties of Banker - Obligation for Maintaining Secrecy of Customer's
Account.
3. Payment and Collection of Financial Assets:
Cheque, Promissory Notes, Bills of Exchange, Other Negotiable Instruments - Collection
Procedure - Risks in Collection.
4. Advances to Customers:
Forms of Bank Credit Secured and Unsecured Advances - Discounts and Advances -
Overdrafts - Cash Credit - Term Lending - Steps Involved in the Appraisal of Credit-
Risk.
Final Term-40
B. Central Banking
5. Nature and Functions of Central Bank:
In developed and Undeveloped Money Market - Bangladesh Bank: Organization &
Management.
6. Technique of Monetary Management:
General Instruments of Money Control - Selective Instrument of Money Control.
C. Bank Fund Management:
7. Sources of Investible Fund:
Portfolio Management: Primary Reserve, Secondary Reserve, Loans & Investment.
8. Foreign Exchange Management:
Determination of Rate, Regulation in Bangladesh.

9. Financing of Foreign Trade:

Export & Import Financing in Bangladesh.
10. E-Banking and M-Banking
Basic Texts:
Shekhar, Banking Theory & Practice
Edward W. Reed, Commercial Bank Management.
Reference Books:
1. R.S. Sayers, Modem Banking.
2. Radhaswamy & Vasudvan, A Text Book of Banking.
3. R. 1. Robinson, The Management of Bank Fund.
4. Kerghose, Foreign Exchange & Financing of Foreign Trade.
B.B.A. Course No.-303
Organisational Behaviour (OB)
Marks-80
Mid Term- 40
1. Introduction:
Meaning of OB - Nature of Organisation and People - Key Elements of OB - Causation.
of Behaviour - Evolution of OB - Importance of OB - Interpretation of Human Behaviour
in Organisations - Models of OB.
2. Theories or Approaches of OB:
Cognitive Theory, Reinforcement Theory - Psycho-Analytical Theory.
3. Individual Behaviour:
Meaning - Determinants of Individual Behaviour - Law of Individual Differences -
Personality and Organsiational Support System.
4. Group Behaviour:
Definition of a Group Types of Groups Determinants of Group Behaviour - Formation
and Properties of Group - Why People Join a Group? Group Cohesiveness - Group
Morale and Productivity, Team Management.
Final Term- 40
5. Conflict and Frustration:
Meaning of Conflict - Individual Conflict - Organisational Conflicts at the Individual and
Group Level Organisation Reaction to Conflict - Causes of Group Conflict Resolution of
Group Conflict - Nature of Frustration - Forms of Frustration - Causes of Frustration -
Techniques for Resolution of Frustration - Motivated Behaviour vs. Frustrated Behaviour
- Stress and its Management.

6. Leadership Behaviour:
Characteristics of Leaders - Determinants of Leadership Behaviour - Leadership Styles
and Behaviour in Organisations - Theories of Leadership - Continuum in Leadership
Behaviour.
7. Organisation Design:
Nature of Organisation Design - The Process of Organisation Design (OD) - Dimensions
of OD, Forms of OD - Concepts and Principles of Classical Organisation Design
Concepts and Limitations of Hierarchical Organisation - Remedies of Hierarchical
Organisations.
8. Organisational Growth, Change and Development:
Nature of Organisational Growth - Stages of Organisational Growth - Definition of
Change - Sources of Pressures For Change - Model for Organisational Change -
Organizational Change Techniques - Force Field Analysis - Behaviour Modification
Model - Resistance to Change - Overcoming Resistance to Change - Meaning of
Organisational Development (OD) Characteristics of OD - The Process of OD -
Categories of OD Interventions.
9. Motivated Culture:
Definition - Characteristics - Importance Factors - Theories of Motivation.
10. Organisational Culture:
Definition - Cultural Typologies - Characteristics of Culture - Functions of Culture -
Factors of Organisational Culture - How Employees Learn Culture? Problems of Cultural
Differences - How to Change and Organisation's Culture?
Basic Texts:
1. S. P. Robbins: Organisational Behaviour.
2. Fred Luthans: Organisational Behaviour.
Reference Books:
1. Keith Davis And John Newstrom, Human Behaviour at Work: Organisational
Behaviour.
2. Joseph Reitz, Behaviour in Organization.
3. H. J. Arnold & D.C. Feldman, Organisational Behaviour.
4. R.E. Challahan, C.P. Fleenor, and H. R. Knudson, Understanding Organisational
Behaviour: A Managerial Viewpoint.
5. A.A. Arif & M.A. Taher, Organisational Behaviour.

B.B.A. Course No.-304

Development Economics
Marks-80
Mid Term- 40
1. Introduction:
Evolution of Development Economics, Development vs. Growth; concepts, indicators
and measurements of Development; Obstacles to Development; Basic requirements for
economic development; Diversity and common characteristics of developing countries.
2. Theories of Growth and Development:
Classical views, Institutional views, Harrod-Domar growth model, Neoclassical views
Solow-Swan growth model, and Endogenous growth models.
3. Poverty and Inequality:
Concepts of poverty and inequality, Dualism-different kinds of dualism, Theories of
poverty and inequality - Ricardo's two-sector model, Lewis model, Marx's view.
Final Term- 40
4. Population and Development:
The population debate, Optimum population, Economics of population - The theory of
demographic transition, The Malthusian population trap, Fertility and population growth
in less developed countries.
5· Foreign Aid, Foreign Investment, and Development:
The international flow of financial resources, Foreign aid - conceptual and measurement
problems, donor's perspective and recipients perspective of aid, Effects of aid, Foreign
direct investments - The role of multinational corporations, merits and demerits of FDI.
6. International Trade and Development:
Trade strategies for development - Export-promotion vs. Import Substitutions, Trade and
growth - Economic integration - Regional blocks and free trade agreements -
Globalisation and development - The role of WTO, Environmental issues and sustainable
development.
7. Economic Development in Bangladesh:
Issues - population, poverty, foreign aid and trade. Developments strategies for
Bangladesh - Role of donors and international organizations, Micro-credit programs,
Millennium Developments Goals (MDG's), NGO activities.
Texts and References:
1. Michael P. Todaro - Economic Development
2. Subrata Ghatak - An Introduction to Development Economics
3. Dwight H. Perkins etl - Economics of Development
4. M.L. Jhingan The Economics of Development and Planning
B.B.A. Course No.-305
Theory & Practice of Insurance
Marks-80
Mid Term- 40
1. Introduction:
Meaning - Nature - Scope - Role - Origin & History of Insurance - Insurance Contract -
Types & Features Kinds of Insurance Organizations - Structure of the Insurance Business
- Re-insurance and Double Insurance - Principal.
2. Life Insurance:
Meaning - Importance - Kinds of Life Policies Procedure of Effecting Life Insurance
Terms and Conditions in the Assignment of Life Policies-Claims and Settlement
Procedure Annuities - Surrenders and Claims - Premiums and their Calculation - Profit
and Distribution of Bonus.
Final Term-40
3. Fire Insurance:
Meaning - Principles, Elements of Contract Classification of Fire Insurance Policies -
Policy Conditions Determination of Premium - Fire Claims and Settlement - Reinsurance
- Tariff and Borrowing - Factors Affecting Premium Calculation.
4. Marine Insurance:
Meaning - Subject Matter - Importance Marine Insurance Contract - Types of Marine
Policies - Policy conditions - Marine Insurance Clauses - Marine Losses - Claims and
their Settlement - Salvage and Borrowing - Factors Affecting Premium Calculation.
5. Introduction to Accident Insurance:
Health Insurance, Crop Insurance and Export credit Guarantee Insurance
6. Insurance in Bangladesh:
Organisation and Functions of Jiban Bima Corporation and Sadharan Bima Corporation -
Role of Private Insurance Companies - Problems and Prospects of Insurance Business in
Bangladesh.
Basic Texts:
1. M. N. Mishra, Insurance: Principles and Practice.
2. F. Godwin, Principles and Practices of Fire Insurance.
3. Templeman, Principles and Practice of Marine Insurance.
4. Magee, General Insurance.
Reference Books:
1. GOB, Insurance Act, 1938.
2. GOB, Laws Relevant of Insurance, Rules & Regulations Issued From Time to Time.
3. Publications of Jiban Bima Corporation & Sadharan Bima Corporation.
4. Shahiduddin Ahmed, Insurance Business in Bangladesh.
BBA Course No. -306
Business Marketing
3rd Year BBA
Marks-80
Mid Term-40
1. Nature and Dimensions of Business Marketing:
Business Marketing Defined - Business vs. Consumer marketing - Why business
marketing - Economics of business marketing Business marketing Concept.
2. Organizational Buving and Buying Behavior:
Organizational buying activities - buying centers and buying influences - A model for
organizational buying process - interpersonal dynamics of industrial buying behavior.
Purchasing's influence on Buyer Behavior - Joint decision making - Conflict joint
decision making and its resolution - Buying committee - Supplier selection.
3. Strategic Planning Process in Business Market:
Strategic planning in business market - The strategic planning process - Marketer's role in
strategic planning process - Developing marketing strategy in business market.
4. Marketing Research for Business Market and Assessing Market Opportunities:
Marketing research process for business market: problem definition - developing
information sources - data collection - analyzing data - report writing and presentation ;
Role of marketing research in business marketing decisions.
5. Business Market Segmentation:
Basis for segmenting business market: Macro variables - Micro variables ; Evaluating
potential segments - Target marketing Market positioning - Decision support systems and
their use in market segmentation
6. Developing Business Product Strategy:
Business product defined - Business product life cycle - Developing product strategies for
a existing business product - Product revitalization decisions - Professional service
marketing; problems and strategies ; Brand management in business market.
Final Term-40
7. New Product Development in Business Market:
What is a new product - Who dreams for a new business product - Innovation and
Competitiveness - New product development process - Organizing effective product
development - Impact of technology.
8. Formulating Channel Strategy for Business Market:
Why channel participants in business market - Types of middlemen in business market -
Alternative channel members - Choosing the right channel member - Factors to be
considered in choosing channel members for business market - B2B marketing.
9. Marketing Logistics:
Physical Distribution and Customer Service
Supply chain management: components - functions - supply chain process - supply chain
strategies - supplier selection; Relationship of logistics and Physical distribution -
Physical distribution and marketing strategy - Customer service.
10. Marketing Communications for Business Market:
Developing Business Sales Force: Selecting and recruiting business sales people -
Developing professional sales people – Business selling environment - Managing
business sales force - Business sales force strategy; Managing Advertising, Sales
Promotion & Publicity: Advertising in business market - Advertising media Developing
advertising message - Advertising strategy - Sales promotion in business market -
Publicity for business product.
11. Pricing Strategies for Business Market:
Price as a crucial element - Factors that influence price in business market - Alternative
pricing strategies - Pricing decision analysis; Learning curve effects on price analysis -
Expected payoff analysis - Break-even analysis - Competitive bidding - Price negotiation.
12. Business Marketing in International Environment.
Texts:
1. Business Marketing, Second Edition (2001), Bingham and Gomes, NTC /
Contemporary Publishing Group, Inc., ISBN: 0-84421538-4.
2. Hutt & Speh, (2004), Business Marketing Management: A Strategic View of Industrial
& Organizational Markets, eighth edition.
3. Industrial Marketing: Analysis, Planning and Control, Second edition (2004), Robert
R. Reeder, Edward G. Brerty, and Betty H. Reeder, Prentice Hall, India.

B.B.A. Course No. 307

 Advertising
Marks-80
Mid Term-40
1. Advertising Dimensions
Advertising Defined - Classifications of Advertising - Technology and the Evolution of
Advertising - The Development of Modem Advertising - Growth Status of International
Advertising Functions and Effects of Advertising - The Economic Impact of Advertising.
2. The Social, Economic, Ethical and Regulatory Aspects of Advertising
The Social Impact of Advertising - Advertising Ethics and Social Responsibility -
Advertising Regulations - Food and Drug Administration - Government Restrictions on
International Advertising.
3. The Advertising Business: Agencies and Clients
The Advertising Industry - What Advertising people Do - Advertising Agency - The
Advertisers - Managing International Advertising - The Client-Agency Relationship.
4. Advertising Research and Advertising Planning
The Need for Research in Advertising - Steps in the Research Process Considerations in
Conducting Formal Quantitative Research Applying Research to Advertising Strateging –
The Advertising Plan.
5. Creative Copyrighting
Copyrighting and Formulating Advertising Strategy - The Encoding Process - The
Copyrighter's Pyramid - How Copywriter's Utilize Formats: Copy Appeal: Headlines:
Body: Boxes and Panels:
Slogans: Seals: Logo: Developing Scripts.
Final Term-40
6. Creative Production
Print Media vs Electronic Media:
The Production Process - Planning Print Production - Typography - The Printing Process
- The Radio Production Process - Producing Television Commercials.
7. Media Planning and Selection
The Role of Media in the Marketing Framework - Defining media objectives -
Developing Media Strategy - Media Tactics (a) Print Media: Using Magazines and
Newspapers in the Creative Mix - How to Buy Magazine and Newspaper Space. (b)
Electronic Media: The Television and Radio - Television and Radio Audience
Measurement - Buying TV and Radio Time, Direct Mail Advertising, Outdoor
Advertising, Transit Advertising and Supplementary Media.
8. Integrated Marketing Communications
The Role of Advertising within the Marketing Program - The Role of Advertising within
the Communication Mix - Integrating the Different Elements.

9. Advertising Budget
Appropriation and Budget - Why Budget - Methods of Determining the Appropriation -
What to Include in the Budget - Factors that Influence the Budget - Budget Allocation -
Budget Control Advertising and the Capital Budget.
10. Global Marketing and Advertising
The Arguments for Globalization - The Arguments for Localization - Global Advertising
- Message Strategy - Message Tactics Media Strategy - Media Tactics - Organizing for
Global Advertising.
Basic Text
1. Contemporary Advertising by William F. Arens & Courtland L. Bovee with the
editorial collaboration of Jack J. Whidden, Published by Richard D. Irwin Inc, Printed in
the United States of America, 5th edition, 1994.
Reference Books
1. Advertising Management by Rejeev Batra, John G. Myers, & David A. Aaker,
Published by Pearson Education, Printed in New Delhi, 5th edition, 2003.
2. Advertising by William H. Bolen, Published by John Willey & Sons, Inc., Printed in
the United States of America, 198 1.
3. Advertising: Principles and Problems by Charles J. Dirksen & Arhur Kroeger,
Published by Richard D. IRWIN INC., Printed in the United States of America, 3rd
edition, 1968.
B.B.A. Course No.-308
Entrepreneurship Development
Marks-80
Mid Term-40
1. Entrepreneurship
Meaning, features and basic needs of entrepreneurship - Meaning, types, functions and
required qualities of entrepreneurs - Role of entrepreneurship in industrialisation and
economic development Environmental settings for entrepreneurship.
2. Entrepreneurship Development
Meaning, importance and problems - Can entrepreneurship be developed?
Entrepreneurship development cycle - Stages for promoting small Entrepreneurship -
Entrepreneurship development theories.
3. Developing the Entrepreneurial Resource
Need for training and development - Inputs of entrepreneurship training - Basic training
typologies - Requisites of successful entrepreneurship training - Problems of organising
entrepreneurship development training - Role of universities and other academic
institutions in entrepreneurship development.

Final Term- 40
4. Management of Small Enterprises
Meaning, features and importance of small enterprises - Management needs of small
enterprise - Characteristics of management in a small enterprise - Comparison with large
enterprise - Management process - Planning a small business - Establishing a small
concern - Financing of small enterprise - Production and marketing management -
Management of personnel - Office management - Building up relationship with interest
groups and government agencies.
5. Small Business in Bangladesh
Size and structure of small business concerns in Bangladesh - Role of small enterprises in
Bangladesh - Entrepreneurship development potentiality and its assessment - Institutions
engaged in serving small enterprises in Bangladesh - Coordination among the institutions
- Government policy regarding small industrial development - Entrepreneurship training
in Bangladesh - Problems of entrepreneurship in Bangladesh - Women entrepreneurship
in Bangladesh.
6. Small Business Development Experience of some selected development and
developing countries
U.S.A., U.K., Japan, F.R.G., Sweden, Australia, India, Malaysia and Thailand.
7. Case studies of some successful entrepreneurs in Bangladesh.
Text Books
1. Monohar U. Deshpande - Entrepreneurship of Small Scale Industries: Concept, Growth
and Management, Deep Publication, New Delhi, 1984.
2. Calvin A. Kent (edited) - The Environment for Entrepreneurship, Lexington Books,
D.C. Health and Company, Lexington Messachusetts, Toronto.
3. B.S. Sharma - Small Entrepreneurial Development in some Asian Countries - A
Comparative Study, New Delhi, 198 1.
Reference Books
1. D.J. Storey (edited) - The Small Firm: An International Survey, Geom Helm Limited,
Burrell Row, Backaham, Kent 1983.
2. A.H.M. Habibur Rahaman, Associate - Entrepreneurship and Small Enterprise
Development in Bangladesh, Bureau of Business Research, University of Dhaka, 1979.

BBA Course No.-309

Distribution Management
Marks-80
Mid Term-40
1. Introduction
Meaning and importance of distribution in marketing - meaning of distributing
management, market forces influencing distribution, marketing and distribution, different
types of utility.
2. Marketing Channel
Channel design decision, channel cooperation, conflict and competition, growth of
vertical and horizontal marketing systems, channel functions, numbers of channel levels,
establishing channel objectives, identifying the major channel objectives, evaluating the
major channel objectives, channel management decisions, channel modification.
3. Wholesaling
Nature and importance of wholesaling, wholesaling functions, Types of wholesalers,
Rationale for wholesaling, wholesale trade area, Strategic wholesale management
decisions - Location, Product / Service mix, Pricing by wholesalers, Strategies for
success ; Wholesale personnel ; Financial Planning and Control, Wholesaling in
Bangladesh.
4. Retailing
Nature and importance of retailing - The economics of retailing, retailing mix, social,
economic and competitive forces, retailing structure, retail methods of operation, ways of
classifying retail stores, store location, the store building, retail store design and interior
layout, Retail trade area - The retail business plan - market opportunities, Merchandise
management, Retail sales promotion, retail credit, retail personnel - financial planning
and control, large scale retailing, retailing in Bangladesh.
Final Term-40
5. Warehousing
Nature and importance of warehousing in marketing, Types and functions of
warehousing, Decision making strategies in warehousing, Distribution warehouse
location patterns, Measurement and improvement of warehouse performance,
warehousing in Bangladesh.
6. Inventory
Meaning, objectives, costs and financial aspects of inventory, Inventory management
decisions, Classification of inventory, EOQ, determination of safety stock under certain
and uncertain conditions, symptoms of poor inventory materials handling.
7. Order Processing
Meaning and objectives, materials requirement planning, order processing cycle
functions involved in order processing, Materials management, purchasing and
procurement.
Books Recommended
Douglas M. Lambert and James R. Stoc -, Strategic Physical Distribution
Management.
Bowersot, Smykay and Lalonde - Physical Distribution Management.
Bowersot - Logistical Management.
BBA Course No.-310
Agricultural Marketing
Marks-80
Mid Term-40
1. Agricultural Marketing
Meaning, scope and importance of agricultural products and their marketing - the farm
goals and objectives - marketing decisions in the agricultural products - problems of
agricultural marketing in Bangladesh - Role of cooperatives in Agricultural marketing.
2. Agricultural Marketing Functions
Assembling - grading - packaging - storing - transportation Financing - Risk taking
planning and development - collecting market information.
3. Agricultural Marketing Policies and Strategies
Policies and strategies for agricultural produces - pricing policies and strategies - cflannel
policies and strategies - promotional policies and strategies.
4. Produce Exchange
The concept, classification of produce exchange - characteristics, objectives, significance
of produce exchange - produce exchange in Bangladesh.
5. Future Market
The concept, scope and need for future market in the marketing of farm products -
transactions in future market - essential requisites of satisfactory future market - spot
market and future market economic services provided by future market - advantage and
disadvantages of future market in Bangladesh, hedging, regulated market and market
structures in agricultural marketing.
Final Term-40
6. The Cost and Efficiency of Agricultural Marketing Cost defined, size of the market,
Marketing performance and efficiency.
7. Price in Agricultural Marketing
Price discovery, pricing efficiency, govt. monitoring of pricing efficiency, price risk and
uncertainty.
8. Govt. Participation in Agricultural Marketing Services
Market information Services ; Assistance to marketing operating Market surveillance.
Marketing orders of agreements price support programs.
9. Evaluating the Agricultural Marketing Program
Measuring Performance, projecting performance dynamics and innovation in Agricultural
Marketing System. International Agribusiness marketing.
Basic Texts
Introduction to Agricultural Marketing - R.E. Branson and D.G. Novvell. McGraw
Hill Book Co. New York, 1983.
Marketing of Agricultural Products (7th Ed.) - R.L. Kohls & J.N. Uhi Macmillan
Publishing Company, New York.
An Introduction to Marketing - D. Amanchan & B. Varadharaian Vikas Publishing
House Pvt. Ltd. India, 1983.
Reference Books
Frederick Lundey Thomsen - Agricultural Marketing.
Richard L. Kohls - Agricultural Marketing
G.R. Allen - Agricultural Marketing Practices.
R.S. Srivastava - Agricultural Marketing in India and Abroad.
A.S. Khalon and D.S. Tyagi - Agricultural Price policy in India.
Khandker Mahmudur Rahman - Development of Agricultural Marketing in
Bangladesh.