CURRICULUM FOR M.

COM

Course Objectives: The course curriculum aims at (i) offering modern and quality education in
the higher studies in Commerce to assist our students to have competitive edge in a globalised
environment; (ii) providing specialized knowledge and skills with practical orientation through
industry exposure; (iii) facilitating the development of competency for research in the various
upcoming fields of commerce, and (iv) developing human resources with social values to cater to
the needs of different social sectors including industries and academia at national and
international levels.

Semester Duration Total Total Exam.

marks Credit Month
I July - December 350 21 December
II January - June 350 21 June
III July - December 250 25 December
IV January - June 250 21 June
Co-curricular activities ( soft skill 2
development, business intelligence, etc.)
TOTAL 1200 90

Sem I
Code Title Marks hours Credits
M 101 Organisational Behaviour 50 45 3
M 102 Statistical Analysis 50 45 3
M 103 Managerial Economics I 50 45 3
M 104 International Trade and Business 50 45 3
M 105 Operations Research I 50 45 3
M 106 Corporate Financial Accounting & Reporting 50 45 3
M 107 Information Systems Management 50 45 3
TOTAL 350 21

Sem II
Code Title Marks hours Credits
M 201 Managerial Economics II 50 45 3
M 202 Operations Research II 50 45 3
M 203 Strategic Management 50 45 3
M 204 E-commerce Application 50 45 3
M 205 Strategic Financial Management 50 45 3
M 206 Strategic Cost and Management Accounting 50 45 3
M 207 Marketing Management 50 45 3
TOTAL 350 21

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 Sem III
Code Title Marks hours Credits
M 301 Specialisation Paper I 50 75 5
M 302 Specialisation Paper II 50 75 5
M 303 Specialisation Paper III 50 75 5
M 304 Specialisation Paper IV 50 75 5
M 305 Specialisation Paper V 50 75 5
TOTAL 250 25

Sem IV
Code Title Marks hours Credit
M 401 Specialisation Paper VI 50 75 5
M 402 Specialisation Paper VII 50 75 5
M 403 Specialisation Paper VIII 50 75 5
M 404 Project Work & 50 4
Viva Voce Exam.
M 405 Seminar Presentation 50 2
TOTAL 250 21

SPECIALISATION GROUPS:

ACCOUNTING & FINANCE

Paper I:Taxation for Business Decision Making Paper II:Advanced Auditing and Assurance
Services Paper III: Financial Statement Analysis Paper IV: Financial Institutions & Markets Paper
V: Accounting for Banking & Insurance Paper VI: Derivatives and Risk Management Paper VII:
International Accounting and Finance Paper VIII: Securities Analysis and Portfolio Management

MARKETING MANAGEMENT
Paper I: Sales Management, Sales Promotion and Advertising Paper II: Consumer Behaviour Paper
III: Marketing Research Paper IV: Product Development and Brand Management
Paper V: Distribution Management and Logistics Management Paper VI: International Marketing
Paper VII: Rural and Agricultural Marketing Paper VII: Social Marketing and Services Marketing

INTERNATIONAL BUSINESS
Paper I: International Trade Theory Paper II: International Trade Policy
Paper III: International Monetary Relations I Paper IV: International Monetary Relations II
Paper V: International Business Environment Paper VI: International Business Strategy
Paper VII: India’s Foreign Trade Paper VIII: Import Export Procedure and Documentation

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 ORGANISATIONAL BEHAVIOUR
Paper code : M 101

1. Concepts and understanding of Organisational Behaviour – challenges and opportunities for

OB – developing an OB model
2. The individual in the organisation – foundations of individual behaviour – biographical
characteristics, ability, learning, values, attitudes, job satisfaction, personality, emotions,
perceptions – individual decision-making
3. Basic motivation concepts – early theories - contemporary theories
4. Motivation: from concepts to applications – MBO, employee recognition programmes,
employee involvement programmes, job redesign and scheduling programmes, variable pay
programmes, skill-based pay plans, flexible benefits
5. The group – foundations of group behaviour – stages of group development, group structure,
group decision-making - understanding work teams – creating effective teams
6. Communication – the process – interpersonal communication – organisational
communication – barriers to effective communication – cross-cultural communication
7. Leadership – trait, behavioural and contingency theories – contemporary issues in leadership
8. Power and politics – bases of power – organisational politics – conflicts and negotiation
9. The organisation system – foundations of organisation structure – organisational designs –
impact of technology - organisational culture – creating and sustaining culture
10. Organisational dynamics – organisational change – approaches to managing changes – work
stress and its management

Suggested Readings:

1. Robbins, S. A., Organizational Behavior, Prentice Hall

2. Luthans, F., Organizational Behavior, McGraw Hill
3. Newstrom and Davies, Organizational Behavior: Human Behavior at Work, Tata McGraw
Hill
4. Hersey, Blanchard and Johnson, Management of Organizational Behavior: Utilising Human
Resources, Prentice Hall
5. Aswathappa, K., Organisational Behaviour, Himalaya Publishing

STATISTICAL ANALYSIS
Paper code : M 102

1. Theory of Probability : Basic concepts – Addition theorem –

Multiplication theorem – Bayes’ theorem –
Mathematical Expectation.

2. Bivariate Probability Distribution: Basic concepts – marginal distribution –

Conditional distribution – Notion of
independence and correlation.

3. Theoretical Probability Distribution: Uniform distribution – Binomial distribution – Poisson

Distribution – Rectangular distribution - Exponential
distribution – Normal distribution

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4. Theory of Estimation and Point and interval estimation of population
Testing of Hypothesis: mean and proportion, Tests for population means and
proportions (both one sample and two-sample tests)

5. Analysis of Variance: One way and two way classified data.

6. Non parametric tests: One sample tests – K-S test-Run test for randomness –
sign test – chi-square test two sample test – sign test –
median test.

7. Regression Analysis: Multiple linear regression (three variables) –Multiple

and Partial correlation coefficient.

8. Statistical quality control: Causes of variation of quality characteristics –

construction of control charts for variables and
attributes.

Suggested Readings:

1. Fundamentals of Statistics, Goon, Gupta and Dasgupta, World Press

2. Mathematical Statistics , Kapoor and Saxsena , S. Chand & Co

MANAGERIAL ECONOMICS – I
Paper Code : M 103
1. Consumer behaviour

Consumer Preferences – Indifference Curve – Budget Constraint and Consumer Equilibrium

– Comparative statics in consumer behaviour – Substitution and Income effect – Derivation
of demand function – Demand and consumer surplus – Indexes of the cost of living –
consumer as a buyer and seller - Intertemporal consumption choice.

2. Demand Estimation and Forecasting

Empirical demand functions-Identification of industry demand – Estimation of industry

demand – Estimation of industry demand using two-stage least-squares-Time-series forecasts
of sales and price-seasonal variation.

3. Choices involving Risk

Risk and Uncertainly – Measurement of risk – Expected Utility Theory – Insurance and
investor’s choice – Asymmetric Information and Moral
hazard.

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4. Production and Cost Estimation

Various forms of production function – statistical estimation of production function –

Aggregate production function – Production function in managerial decision making –
Estimation of short run cost function – Empirical evidence on scale economies; Statistical
estimation of engineering cost techniques, survivor techniques – Linear cost function and
Break – even analysis.

5. Pricing Strategies

Multiplant firms – Cost-Plus pricing-Price Discrimination – Multiple product pricing –

Transfer Pricing – Peak-load Pricing – Inter-temporal Pricing – price Discrimination

Suggested Readings:

1. Varian, H.R. Intermediate Microeconomics, W.W. Norton & Co.

2. Thomas, C.R. and Maurice, S.C. Managerial Economics, TMH co. Ltd.
3. Salvatore ; Microeconomics, John Wiley and Sons.
4. Davies ad Lam: Managerial Economics, Prentice Hall.
5. Keat and Young: Managerial Economics, Prentice Hall.
6. Pindyck and Rubinfeld: Econometric Models and Economics Forecasts, McGraw Hill.
7. S.Mukherjee: Business and Managerial Economics in the Global Context, New Central Book
Agency.

INTERNATIONAL TRADE AND BUSINESS

Paper code : M 104

1. Nature and scope of International Trade – Distinction between Internal Trade and
International Trade – Growth of International Trade – Growing intra-regional trade.
2. Some analytical tools like Production Possibility Curve, Community Indifference Curve,
Price Line, Offer curves
3. Comparative advantage theory of Trade – Factor productivity and comparative advantage
(Ricardo) –Factor endowment and comparative advantage (Heckscter-Ohlin )
4. Trade and Development – Trade as an engine of growth – Outward Oriented and Inward
Oriented Trade Strategies – Trade Strategy of India – Free Trade Vs Protection – Trade
barriers, Tariff, Quota, Cartels, Dumping – Multilateral trade negotiations with reference to
GATT and WTO
5. Foreign Exchange and Balance of Payments – Theories of Exchange rate determination –
foreign exchange market – Transactions in the foreign exchange market – Fixed Exchange
rates and Flexible Exchange rates – Balance of Trade Vs BoP – Components of BoP –
Causes for Disequilibrium in BoP and remedial measures.
6. International Business – definition – domestic Vs international business – motivation for
international business, country environment and international business – MNCs – Reasons
for emergence of MNCs – Foreign investment by Indian companies.
7. International Capital Flows – Role of FDI and FPI – Foreign Investment in India – Mergers
and Acquisitions.

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 Suggested Readings:

1. Krugman, Paul, R., Marvice Obstfeld: International Economics. Theory and Policy, (6th
Edition0 Pearson Education (LPE)
2. Oded Shankar and Yadong Luo (2004) : International Business, Wiley
3. Cherunilam: International Economics, TaTa Mcgraw Hill
4. Hills, Charles W. L. (2006) International Business, 6e, Irwin McGraw Hill
5. Caves, Jones & Frankel – World Prade and Payments, Pearson Education.

OPERATIONS RESEARCH
Paper Code : M 105
1. Linear Programming and Graphical Solution, Simplex method, Duality,
its Applications: Transportation problem, Assignment problem,
Sensitivity Analysis.

2. Introduction to other types of Goal Programming; Integer Programming;

Programming: Dynamic Programming; Non-linear Programming.

3 .Decision Theory and Theory Decision under uncertainty and

of Games: Risk, Bayesian approach, Decision Tree,
Utility theory, Zero Sum Game, Pure and
Mixed strategies, Criterion of Sharing
strategies.

4. Network Analysis: Network Diagram, Time Estimate for Activity, Program

Evaluation and Review Technique, network Crashing,
Critical Path method, Minimal Spanning Tree
Algorithm, Shortest Route Algorithm.

5. Sequencing: Assumptions, Algorithm for solving Sequencing

problems, Johnson’s Rule maintenance Crew
Scheduling.

Suggested Readings:

1. Operation Research – Kanti Swaroop, S. Chand

2. Linear Programming – D. Chatterjee, PHI 2005
3. Operation Research – C. Mustafi, New Age

CORPORATE FINANCIAL ACCOUNTING AND REPORTING

Paper Code : M 106

1. The objective of corporate financial reporting – structure of corporate financial reports

2. The regulatory framework of accounting in India – Companies Act – Accounting standards –
SEBI reporting requirements

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 3. Preparation and presentation of consolidated financial statements
4. Accounting for mergers, acquisitions and reconstructions
5. Fair value accounting
6. Emerging issues in corporate financial reporting: narrative reporting – corporate social
reporting – accounting for knowledge (intangible) assets – value-added reporting

Suggested Readings:

1. Corporate Accounting by Mukherjee and Hanif, McGraw-Hill education (India) Ltd.

2. Advanced Accountancy by R.L. Gupta and M. Radhaswamy — Sultan Chand, New Delhi
3. Advanced Accountancy by M.C. Shukla and T.S. Grewal — S.Chand, New Delhi
4. Indian Accounting Standard by Asish K Bhattacharya — McGraw-Hill Education (India)
5. Accounting Standard Simplified by Prasun Rakshit — Lawpoint, Kolkata
6. Advanced Accounting with Accounting Standards - Problems & Solutions by
Ravi.M.Kishore, Taxman
7. Financial Reporting: An Accounting Revolution by Beaver, W., Prentice Hall
8. Corporate Financial reporting, by Banerjee & Basu (eds.), University of Calcutt

INFORMATION SYSTEMS MANAGEMENT

Paper Code : M 107

Sl.no. Chapter Topics Direct

teaching
hours
1. Foundation Concept of information, system and information system; 2
Concepts Components of information system;information system –
characteristics; levels; information system environment;
contemporary approaches to information system –
technical, behavioural and socio-technical approaches.

2. Organisations Relationship between organizations and information 6

and Information systems; Types of information system used in organization
Systems – TPS (with special reference to accounting and financial
information systems), MIS, DSS, ExecSS, ES, KMS (
knowledge management system); use of information system
for strategic advantage.
3. System Analysis System development life cycle, systems analysis – data 6
and Design gathering, feasibility study, data analysis; system
development.
4. Management of Information resource management(IRM), information 5
Information system planning, implementation of information systems
Systems

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5. Information Cost-benefit analysis of information systems; information 7
Systems Control system audit; nature and type of computer crime; system
and Security security – computer virus, firewall, password protection,
intrusion detection; ethical issues relating to information
system.
6. Current Issues in Role of intranet and internet in the development of various 4
information information systems in an organization; E-Commerce; ERP;
system role of information system in supply-chain management;
information system and customer relationship management
Total hours = 30

Suggested Readings:
1. Information Systems Management in Practice – Barbara C. McNurlin & Ralph H. Sprague
2. An Introduction to Information System – James O Brien
3. Information Technology Today – S. Jaiswal
4. Information Systems Concepts for Management – H.C. Lucas

MANAGERIAL ECONOMICS – II
Paper Code : M 201

1. Basic Concepts and Method of Macroeconomics

Macroeconomics and major economic issues – Economic models – Stock and Flow variable
– Income, expenditure and the circular flow – Importance of time frame in the study of
macroeconomics – Short run, medium run, long run and the very long run.

2. The IS-LM model in the closed economy

The interest rate, investment and the IS curve – The money market and L.M. curve – The
short run equilibrium – Economic shocks in the IS-LM model - Policy analysis in the IS-LM
model.

3. The model of Aggregate Demand & Supply

The IS-LM model as a theory of aggregate demand – Derivation of aggregrate supply
curve – AS curve in the short, medium and long-run – Effects of demand and supply
shocks.

4. Wages, Prices and Unemployment

The labour market – Movement of wages and prices – Real vs. money wages –Inflation
and unemployment: The Philips curve – Expectations augmented Philips curve –
Disinflation and the sacrifice ratio – Painless disinflation.

5. International Linkages
The Balance of Payments and the Exchange rates – Asset approach to exchange rate
determination – Normal and real exchange rate – goods market equilibrium in an open
economy – The Mundell – Fleming model for a small open economy – Policy in the
Mundell – Fleming model – Interest differentials in the Mundell –Fleming model.

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Suggested Readings:

1. Mankiw, N.G; Macroeconomics, Worth Publishers

2.Dornbush, Fischer and Startz : Macroeconomics, Tata McGraw Hill.
3. Jha, Raghbendra : Macroeconomics for Developing Countries, Routledge.
4. Salvatore ; International Economics, John Wiley and Sons.
5. Robert Hall and Taylor: Macroeconomics (6th edition), Dryden Press.

OPERATIONS RESEARCH II
Paper Code : M 202

1.Markov Analysis: Markov Process, Transition Probabilities, Transition

Matrix, brand-Switch Analysis, Prediction of market
share in future periods, Market share at equilibrium.

2.Queuing Model: Role of Poisson and Exponential Distributions, Arrival

and Service pattern, Single Server models, Multiple
Server models. Queuing decision models.

3.Replacement Decision and Replacement of capital Equipment, Preventive

Reliability Analysis: Replacement, Group Replacement, Statistical concept
and application of Reliability in real-life problems.

4.Simulation: Discrete and continuous simulation models, formulation

and solution techniques, Monte Carlo Simulation.

5.Inventory Control: Deterministic and Probabilistic models, Discrete and

continuous models, Price discount inventory control
models.

Suggested Readings:

1. Operation Research, Kanti Swaroop, S. Chand

2. Linear Programming, D. Chatterjee, PHI 2005
3. Operation Research, C. Mustafi, New Age

STRATEGIC MANAGEMENT
Paper Code : M 203

1. Strategic Management: concepts, implications, process – benefits of a strategic approach to

management – models and levels of strategy
2. Basic Strategic Management model: tasks of strategic management – developing strategic
values, vision and objectives – environmental scanning – strategy choice and formulation –
strategy implementation – strategy evaluation and control

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 3. Corporate-level Strategy : corporate governance, role of board of directors and top
management – corporate ethics, values, cultures and beliefs – corporate social responsibility
- stakeholder analysis and ethical decision-making - strategic options: expansion,
integration, diversification, merger and acquisition, joint venture and strategic alliance,
divestment, liquidation, turnaround and reengineering
4. Strategic Business Unit (SBU): level strategy - bases of SBU – competitive advantages – five
generic competitive strategies: low-cost provider, best cost provider, focused, differentiation,
and failure – value-chain analysis
5. Functional Strategy: core competency as the basis – functional strategies vis-à-vis finance,
marketing, operations, materials, logistics, human resources, research and development and
information systems
6. Strategies for Competing in Global Markets: challenges of globalisation - cross-country
differences in cultural, demographic and market conditions - strategic options for entering
and competing in foreign markets: export, licensing, franchising, global collaboration and
transfer of technology
7. Indian Corporate Management in Changing Environment: strategic management process of
the Indian companies – emerging strategic management challenges – new responsibilities of
Indian managers – professionalisation – knowledge management - quality management

Suggested Readings:

1. Johnson, G and Scholes K., Exploring Corporate Strategy: Text and Cases, Prentice Hall
2. Thompson, A.A. and Strickland, A.J., Strategic Management, Irwin-McGraw Hill
3. David Fred R., Strategic Management – Concept and Cases, Pearson Publication
4. Aswathappa, K., Business Environment for Strategic Management, Himalaya publishing

E-COMMERCE APPLICATIONS
Paper Code : M 204

Chapter 1 : INTRODUCTION :- Concept of E-Commerce, Types of E-Commerce, Features of E-

Commerce Technology. [2 Hrs]

Chapter 2: INTERNET BASICS: - What is Internet, Protocols, IP Address, Domain

Name, DNS, TCP/IP, Web Site, Web Page, Client – Server Architecture. [4 Hrs]

Chapter 3: HTML: - Concepts; General Tag, adding graphics, table, hyper reference,
Frame, Style Sheet. [4 Hrs]

Chapter 4: CLIENT-SIDE WEB PROGRAMMING: - Introduction to scripting languages; Java

Script Language. [6 Hrs]

Chapter 5 : JAVA :- Introduction to JAVA, Features, Platform Independent Programming Concept,

JVM;
Introduction to Core JAVA Programming. [12 Hrs]

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Chapter 6 : SECURITY FOR E-COMMERCE :- Dimensions of E-Commerce Security, Security
threats in E-Commerce environment, Technology Solutions – Encryption.
[3 Hrs]

Chapter 7 : E-PAYMENT :- Digital Payment systems – Digital cash, Online Stored Value Payment
System, Digital Accumulating Balance Payment Systems, Digital Credit Card Payment Systems;
Credit Card transactions. [3 Hrs]

Suggested Readings :
E-Commerce – Laudon & Traver; Pearson Education.
E-Commerce , An Indian Perspective – P.T. Joseph, S.J. ; PHI.
E-Commerce – S. Jaiswal; Galgotia Publications.

STRATEGIC FINANCIAL MANAGEMENT

Paper Code : M 205

1. Financial Policy and Strategic Planning: Components of financial strategy; Objectives and
goals; Strategic planning process.
2. Investments Decisions under Risk and Uncertainty: Techniques of investment decision – risk
adjusted discount rate, certainty equivalent factor, statistical method, sensitivity analysis and
simulation method; corporate strategy and high technology investments.
3. Leasing: Meaning, importance, types, tax considerations and accounting considerations.
Evaluation of lease from the point of view of lessor and lessee; Lease versus buy decision. –
Including SEBI Guidelines.
4. Venture capital: Concept and developments in India; Process and methods of financing fiscal
incentives – Including SEBI Guidelines.
5. Financing Strategy: Hybrid securities namely convertible and non-convertible debentures,
deep discount bonds, secured premium notes, convertible preference shares; Option
financing, warrants, convertibles and exchangeable.
6. Corporate Strategy, Financial Policy and Shareholder Value Creation: Linkage between
corporate strategy and financial strategy, implications of capital budgeting, capital structure
and dividend policy on corporate strategy; Shareholder valued – creation, measurement and
management.

Suggested Readings:
1. Prasanna Chandra, Financial Management, McGraw-Hill Education (India) Ltd
2. Khan and Jain, Financial Management, McGraw-Hill Education (India) Ltd.
3. I.M. Pandey, Financial Management, Vikas Publications, Delhi
4. B.Banerjee, Financial Management, Prentice Hall of India
5. J.C.Van Horne, Financial Management and Policy, Prentice Hall of India, New
Delhi.

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 STRATEGIC COST AND MANAGEMENT ACCOUNTING
Paper Code : M 206

1. Cost concepts in decision making-value chain analysis.

2. Marginal costing in decision- making.
3. Management through budget and budgetary control-Balance score card
4. Standard costing and variance analysis.
5. Pricing strategies: Pareto analysis-target costing-life cycle costing/Kaizen.
6. Management and control of divisional profitability, pricing decisions including transfer
pricing, EVA.
7. Activity-based cost management.

Suggested Reading:

1. Management and Cost Accounting,Colin Drury, Thomson Learning and Taxman.

2. Management Accounting ,T. Lucey, ELBS.
3. Managerial Accounting, Ronal W. Hilton, McGraw-Hill Education (India) Ltd.
4. Managerial Accounting,B. Banerjee, Prentice-Hall.
5. Cost and Management Accounting, Saxena and Vasist, Sultan Chand, New Delhi.

MARKETING MANAGEMENT
Paper Code : M 207

1. Introduction: concept, nature, scope and importance of marketing – marketing concept and its
evolution – marketing mix – strategic marketing planning – an overview
2. Market Analysis and Selection: marketing environment – macro and micro components and
their impact on marketing decisions – market segmentation – product differentiation – brand
positioning – buyer behaviour – consumer decision-making process – market research and
marketing research
3. Product Decisions: concept of a product – product classification – major product decisions –
product line and product mix – branding and packaging – product life cycle – strategic
implications – new product development – marketing of services
4. Pricing Decisions: factors affecting price determination – pricing policies and strategies
5. Distribution Channels and Physical Distribution Decisions: nature, functions and types -
intermediaries – channel management decisions – retailing and wholesaling
6. Promotion Decisions: communication process – promotion mix – advertising and personal
selling – sales promotion and public relations – sales organization.
7. Emerging issues in Marketing: societal, ethical and legal aspects of marketing – international
marketing, - green marketing – cyber Marketing – relationship Marketing – concept selling.

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 Suggested Readings:

1. Kotler, P, Marketing Management, Prentice Hall

2. Stanton, Etzel and Walker, Fundamentals of Marketing, McGraw Hill
3. Ramaswamy and Namakumari, Marketing Management, Macmillan

SPECIALISATION : ACCOUNTING & FINANCE

TAXATION FOR BUSINESS DECISION MAJING

Paper Code : M 301

Part: A
1. Wealth Tax
Chargeability, Meaning of the term ‘assets’& ‘deemed assets’, Computation of ‘net
wealth’, Assets exempt from tax, Valuation of assets, Computation of tax liability.

Part: B

2.Taxation of Companies
• Computation of total income.
• Computation of tax liability (including MAT)
• Tax planning on section 80
3.Concept of Tax Planning; Tax avoidance, Evasion
• Strategic planning
• Project planning
• Operation planning
4.Managerial Decision requiring tax awareness.
• Setting up a new business
• Financial management decisions:
a) Capital structure
b) Dividend policy and bonus shares
• Specific management decisions:
a) Foreign collaboration agreements
b) Personnel compensation plans
c) Amalgamations / merger
d) Own or lease, repair or replace, shut down or continue
e) Tax incentives
f) Purchase of immovable property
g) Non resident (including relief for double taxation and advance ruling)

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Suggested Readings:

1. V.K. Singhania, Direct Taxes: Law and Practice, Taxman, New Delhi
2. V.K. Singhania, Direct Tax Planning and Management , Taxman, New Delhi
3. Income Tax Act, 1961

ADVANCED AUDITING AN D ASSURANCE SERVICES

Paper Code : M 302

1. An overview of the postulates and concepts of auditing – meaning and importance of auditor’s
independence – the audit report – the audit expectation gaps
2. Auditing Standards, Statements Guidance Notes, Auditing and Assurance Standards (AASs),
Significant differences between Auditing and Assurance Standards and International Standards
on auditing.
3. Audit Strategy, planning and programming Planning the flow of audit work;
audit strategy, planning programme and importance of supervision; review of audit notes and
working papers; drafting of reports; principal’s ultimate responsibility; extent of delegation;
control over quality of audit work; reliance on the work of other auditor, internal auditor or an
expert.
4. Risk Assessment and Internal Control Evaluation of internal control procedures; techniques
including questionnaire, flowchart, internal audit and external audit, coordination between the
two.
5. Audit under computerized information system (CIS) environment
Special aspects of CIS Audit Environment, need for review of internal control especially
procedure controls and facility controls. Approach to audit in CIS Environment, use of
computers for internal and management audit purposes: audit tools, test packs, computerized
audit programmes; Special Aspects in Audit of E-Commerce Transaction.
6. Audit Committee and Corporate governance
7. Audit of Consolidated Financial Statements
8. Internal audit, management and operational audit nature and purpose,
9. organization, audit programme, behavioural problems, internal audit standards issued by the
ICAI, Specific areas of management and operational audit involving review of internal control,
purchasing operations, manufacturing operations, selling and distribution, personnel policies,
systems and procedures. Aspects relating to concurrent audit.
10. Salient features of Sarbanes – Oxley Act, 2002 with special reference to reporting on internal
control.
11. Audit of Financial Market Intermeditories

Suggested Reading:
1. Kamal Gupta,Contemporary Auditing, McGraw-Hill Education (India) Ltd.
2. B.N.Tandon, Auditing Practice, Sultan Chand, New Delhi
3. Victor Z. Brink and Herbert Witt, Modern Internal Auditing, A Ronald Press Publication,
John Wiley & Sons
4. R.J. Thirauf, Management Auditing: A questionnaire approach, AMACOM Publication
5. Emile Woolf, Auditing Today, Prentice Hall

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 FINANCIAL STATEMENT ANALYSIS
Paper Code : M 303

Marks: 50
1. The demand supply of accounting information and the role of financial analysis
2. Ratio analysis: Profitability and Risk Analysis, Analysis of Liquidity – Composition of Current
Assets and Motaal’s Model, Analysis of Solvency, Liquidity vs. Solvency, Decomposition of
ROCE, ROE and Economic Value Added, Price-Earning Ratio, ROI vs. RI, Defensive Interval
Ratios, Coverage Ratios, Analysis of EPS, Sustainability of Profit – Analysis of Growth and
Sustainable Earnings, Capital Structure analysis – (Debt-Equity Ratio, Capital Gearing Ratio,
Treatment of Preference Capital, Financial Leverage and Return on Equity), Risk analysis –
(Application of simple Statistical Techniques such as co-efficiency of variation in measuring
risk), Capital Assets Pricing Model;
3. Cash Flow Analysis: Interpretation, Analysis and Comment;
4. Concepts of Market Efficiency;
5. Other Areas of Financial Statement Analysis : Analysis of Fixed Assets, Merger and Acquisition,
Analysis of Inter-Corporate Investments, Credit Analysis.
6. Corporate Failure: Corporate corruptions – Reasons and Effects, causes of corporate failure,
remedial measures, turnaround management, the use of multi-variate statistical models in
prediction and bond rating.
7. Limitations of Financial Statement; Contemporary Issues: Changing definitions of Assets and
Liabilities (Conventional Assets vs. Knowledge-based Assets), Rediscovery of Balance Sheet,
Creative Accounting, Forensic Accounting, Feral Accounting

Suggested Readings:

1. Wild, Subramanyam and Halsay, Financial Statement Analysis, ,McGraw-Hill

2. George Foster, Financial Statement Analysis, Pearson Education
3. Ashis K Bhattcharya, Financial Statement Analysis
4. Sinha, Gokul, Financial Statement Analysis, N.B. Publications
5. Samir Kr Lobow, Financial Statement Analysis
6. Madhu Agarwal And Aloke Agarwal, Financial Statement Analysis.

FINANCIAL INSTITUTIONS AND MARKETS

Paper Code : M 304

1. Introduction: Nature and role of financial system; Financial system and financial markets;
Financial system and economic development Indian financial system – an overview.
2. Financial Markets: Money and capital markets; Money market – meaning, constituents, functions
of money market; Money market instruments – call money, treasury bills, certificates of deposits,
commercial bills, trade bills etc. Recent trends in Indian money market; Capital market – primary
and secondary markets; Depository system; Government securities market; Role of SEBI – an
overview, Recent developments.
3. Role of RBI, Commercial Bank and Universal Bank in Indian Economy.

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4. Non-Banking Financial Institutions: Concept and role of the non-banking financial institutions;
Sources of finance; Functions of non-banking financial institutions; investment policies of non-
banking financial institutions in India.
5. Mutual funds: Concept, performance, appraisal and regulation of mutual funds (with special
reference to SEBI guidelines), Designing and marketing of mutual funds schemes, Latest mutual
fund schemes in India – an overview.
6. Merchant banking: Concept, functions and growth: Government policy on merchant banking
services; SEBI guidelines; Future of merchant banking in India.
7. Interest Rate Structure: Determinants of interest rate structure; Differential interest rate, Rent
changes in interest rate structure.
8. Foreign Investments: Types, trends and implications, Regulatory framework for foreign
investments in India.

Suggested Readings:

1. Financial Institutions & Market by L.M.Bhole - Mc-Graw Hill Education, Delhi

2. Financial Markets and Institutions by Mandura Jeff, West Publishing Company, New York.
3. Financial Institutions And Markets by Meir Khon,:Mcgraw Hill Publishing Company, New
York
4. Investment And Securities Markets In India by Avadhani: V.A. Himalaya publishing
5. Indian Financial System by Khan, M.Y.: Tata Mcgraw Hill
6. Management of Indian Financial Institutions by Srivastava, R.M.:Bharat Publishing House.
7.Indian Financial System by Machiraju,H.R., Vikash Publishing

ACCOUNTING FOR BANKS AND INSURANCE COMPANIES

Paper Code : M 305

Banks
1. Banking Regulation Act
2. Types of Banks activities – Central, Commercial, Merchant Banking
3. Characteristics of Banks recording systems
4. Principles and subsidiary books and registers
5. Returns to be filed by Banking Companies to RBI
6. Statements Reports required by Banks from customers before taking decisions for granting
loans and advances
7. Banks final accounts
8. RBI guidelines for compilation of financial statements
9. Disclosure of Bank’s Accounting Policies
10. Audit of Banking Companies

Insurance
1. Types of Insurance – Life, Fire and Marine – special characteristics and points of distinction.
2. Terms used in Insurance business
3. Insurance Regulatory and Development Authority
4. Accounts of Life Insurance Companies – Ascertainment of profit, revenue statements,
distribution of profits.
5. Profit and Loss Account and Profit and Loss Appropriation Account and Balance Sheet and
Schedules to be annexed.
6. Applicability of Accounting Standards in preparation of financial statements.

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7. Revenue accounts of marine and fire insurance business
8. Audit of Insurance companies

Suggested Reading:

1. Corporate Accounting by Mukherjee and Hanif — McGraw-Hill Education (India) Ltd.

2. Advanced Accountancy by R.L. Gupta and M. Radhaswamy — Sultan Chand, New Delhi
3. Advanced Accountancy by M.C. Shukla and T.S. Grewal — S.Chand, New Delhi
4. Advanced Accountancy by H.Chakroborty
5. Banking Regulation Act
6. Indian Accounting Standard by Asish K Bhattacharya — McGraw-Hill Education (India)
Ltd.
7. Accounting Standard Simplified by Prasun Rakshit — Lawpoint, Kolkata
8. Banking Law & Practice by P.M. Varshney- Sultan Chand & Sons

DERIVATIVES AND RISK MANAGEMENT

Paper Code : M 401

1. Introduction: Meaning and purpose of derivatives; Forward contracts, future contracts, options,
swaps and other derivatives. Types of traders; Trading future contracts; Specifiation of the future
contracts; Operation of margins; Settlement and regulations.
2. Sources of Financial Risk: Credit vs. market, default risk, foreign exchange risk, interest rate
risk, purchasing power risk, etc; Systematic and non-systematic risk.
3. Options: Types of options; Option trading; Margins, Valuation of options, Binomial Option
Pricing Model; Black Scholes model for Call Options, Valuation of put options, Index options,
Option markets – exchange traded op[tions, over-the-counter options, quotes, trading margins,
clearing, regulation and taxation, Warrants and convertibles.
4. Futures: Hedgers and speculators; Future contracts, Future markets – clearing house, margins,
trading, future positions and taxation; Future prices and spot prices; Forward prices vs future
prices; Futures vs options.
5. SWAPS: Mechanics of interest rate swaps, valuation of interest rate swaps, Currency swaps and
its valuation, Credit risk and swaps.
6. Managing Market Risk: Hedging schemes – delta hedging, theta, gamma, relationship of delta,
theta and gamma; Vega and rho, Portfolio Insurance.
7. Derivatives Market in India: Present position in India – regulation, working and trading activity.
[All SEBI guidelines and Stock Exchanges Pronouncements are to be taken into onsideration
for all the above topics.]

Suggested Readings:

1. An Introduction to Derivatives by Don M Chance-Dryden Press, International Edition

2. Managing Derivative Risk by Lilian Chew –John Wiley
3. Futures and Other Derivatives by Hull,J,Options-Prentice-Hall ,New Delhi
4. Financial Derivatives by Robert Kolb-New York Institute of Finance, New York

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5. Report of Prof L.C. Gupta : Committee on Derivative Trading
6. Report of Prof. J.C.Verma: Committee Report on Derivative Trading

INTERNATIONAL ACCOUNTING AND FINANCE

Paper Code : M 402
1. Introduction: causes of diversity in financial reporting practices among countries – Areas of
diversity in accounting practices among countries – recognition, measurement and reporting –
financial reporting practices in some selected countries ( eg. USA, UK, Germany, France, Japan,
China and India)
2. Accounting for MNE operations: origin and evolution of international accounting (financial
reporting) standards – global convergence of accounting standards
3. International Monetary and Financial System: Importance of international finance; history
of Monetary System—Gold standard, Gold exchange standard, Bretton woods system and Post
Bretton woods system, IMF and the World Bank; European monetary system - meaning
and scope, recent developments.
4. Balance of Payment and International Linkages: Balance of payments and its components;
International flow of goods, services and capital; Coping with current account deficit.
5. International Financial Markets and Instruments: International capital and money markets;
Money and capi1al market instruments; Salient features of different international markets;
Arbitrage opportunities; Integration of markets; Role of financial Intermediaries.
6. Foreign Exchange Markets: Determining exchange rates; Fixed and flexible exchange rate
system; Exchange rate theories; Participants in the. Foreign exchange markets; Foreign
exchange market -cash and spot markets; Exchange rate quotes; LERMS; Factors affecting
exchange rates -spot rates, forward exchange rates, forward exchange contracts; Foreign
exchange and currency futures; Exchange rate arrangement in India; Exchange dealings and
currency possession; Information and communication; Foreign exchange trades.
7. Foreign Exchange Risk: Transaction exposure, translation exposure and economic exposure;
Management of exposures - internal techniques, netting, marketing, leading and lagging, pricing
policy, asset and liability management and techniques.
8. Management of Risk in Foreign Exchange Markets: Forex derivatives - swaps, future and
option and forward contracts.
9. International Capital and Money Market Instruments: GDRs, ADRs, IDRs, Euro bonds,
Euro loans, Repos. CPs, floating rate instruments, loan syndication and Euro deposits

Suggested Readings:

1. Hand book of International Financial Management by Allen Sweeny-McGraw-Hill Int Ed.

2. International Financial Management by D.Zeneff and J.Zwick: Prentice-Hall New York
3. Multinational Finance by Adrian Buckley-Prentice-Hall, New Delhi
4. International Finance, Thery and Practice by V.K.Avadhani - Prentice-Hall, New Delhi
5. International Finance by Maurice Levi- McGraw-Hill International Edition.

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 SECURITY ANALYSIS AND PORTFOLIO MANAGEMENT
Paper Code : M 403

1. Investments: Nature and scope of investment analysis, elements of investment, avenues of

investment, approaches to investment analysis; Concept of return and risk; Security return and
risk analysis, measurement of return and risk.
2. Financial Assets: Types and their characteristics, core concepts of equity shares and equity
investing, sources of financial information.
3. Valuation of securities: bonds, debentures, preference shares, equity shares.
4. Fundamental analysis: Economic analysis, industry analysis and company analysis.
5. Technical analysis: Trends, indicators, indices and moving averages applied in technical
analyses.
6. Efficient Market Hypothesis: Weak, semi-strong and strong market and its testing techniques.
7. Portfolio Analysis: Estimating rate of return and standard deviation of portfolio. Effect of
combining the securities; Markowitz Risk-return optimization; Single index model or market
model, Portfolio total risk, portfolio market risk and unique risk, Simple Sharpe’s optimization
solution.
8. Capital Market Theory: Capital market line, security market line, risk free lending and
borrowings; Factor models: Arbitrage pricing theory, two factor and multi factor models;
Principle of arbitrage, arbitrage portfolios.

Suggested Reading:

1. Portfolio Management by Barua, Raghunathan and Verma-McGraw-Hill Education,Delhi

2. Investment Management by Fabozzi, Frank J- Prentice Hall, International Edition, New
York
3. Investment Analysis & Management by Clark, James Francis: McGraw-Hill Education, New
York
4. Modern Portfolio Theory and Investment Analysis by Elton Edwin J, Gumber Martin J:
John Wiley, New York
5. Portfolio Theory and Capital Market by Sharpe, William F: McGraw-Hill Education, New
York

SPECIALISATION IN MARKETING MANAGEMENT

SALES MANAGEMENT, SALES PROMOTION AND ADVERTISING MANAGEMENT

Paper Code : M 301

1. Sales Management: introduction - evolution of sales management –fundamentals of sales

management – buyer-seller dyad - setting sales objective
2. Sales Organisation: organisation principles & design - sales process automation.
3. Selling Process: prospecting – preparation – presentation – handling objection.

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4. Sales Planning: sales forecasting – territory allocation – sales quota - sales budget.
5. Sales Force Management: recruitment & selection – training –motivation – sales force
compensation – evaluation of sales force.
6. Sales Promotion: concept – objectives of sales promotion - limitations
7. Consumer Sales Promotion: trade sales promotion – sales force sales promotion – strategies
8. Advertising Management: role – client and advertising agency – economic, social & ethical
issues.
9. Brand Awareness: brand attitude – brand equity – image & personality
10. Copy Development: creative side of advertising – evaluating advertising effectiveness - pretests
– post tests
11. Media Planning: media evaluation – advertising budget

Suggested Readings:

1. Cundiff, Still and Govoni, Sales Management, Prentice Hall.

2. Stanton and Spiro, Management of Sales Force, McGraw Hill.
3. Forsyth,P, Sales Management Handbook, Jaico Publishers.
4. Anderson, Hair and Bush, Professional Sales Management, McGraw Hill.
5. Belch, Advertising & Sales Promotion, TMH
6. Chunawala, Advertising & Sales Promotion Management, Himalaya publishers
7. Aaker, Batra & Myers, Advertising Management, Prentice Hall.
8. Ogilvy,David, Ogilvy on Advertising, Vintage Books

CONSUMER BEHAVIOUR
Paper Code : M 302

1. Consumer Behaviour theory & its application to marketing strategy: consumer buying process -
extensive, limited and routine problem-solving behaviours
2. Internal Determinants of Consumer Behaviour: needs, motivation and involvement – information
processing and consumer perception, learning, attitude and attitude change – personality,
psychographs, values and lifestyle
3. External Determinants of Buying Behaviour: family and household influences - reference groups
and social class – influence of culture –subcultural aspects of consumer behaviour
4. Opinion Leadership and Innovation Diffusion: opinion leadership – process, measurement and
profile – opinion leadership and firms’ promotional strategy – innovation, diffusion and
adaptation process – innovator as opinion leader
5. Models of Consumer and Individual Buying Behaviour: models of consumer decision-making,
individual buying behaviour models
6. Cross-cultural Consumer and Individual Buying Behaviour: globalisation of consumer markets
and market implications – impact of information technology on consumer behaviour

Suggested Readings:
1. Bennett and Kassarjian, Consumer Behaviour, Prentice Hall
2. Schiffman and Kanuk, Consumer Behaviour, Prentice Hall
3. Loudon, D. A., Consumer Behaviour, Concepts and Applications, McGraw Hill

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4. Engel, Blackwell and Miniard, Consumer Behaviour , Dryden Press
5. Block and Roering, Essentials of Consumer Behaviour, Dryden Press

MARKETING RESEARCH
Paper Code : M 303

1. Introduction to Marketing Research: importance, nature and scope of marketing research –

marketing information system and marketing research – marketing research process and
organisation – marketing research scenario in Indian corporate sector
2. Problem Identification and Research Design: problem identification and definition – developing
a research proposal – determining research type – exploratory, descriptive and conclusive
research – experimental designs – value and cost information
3. Data Resources: secondary data resources in India and usage – online data sources – primary
data collection methods – questionnaire techniques, online surveys, observation method, survey,
panel And focus group methods – questionnaire preparation: characteristics of a good
questionnaire – content, format, wording and sequence, layout, pre-test, revision and final form
4. Aptitude Measurement and Scaling Techniques: elementary introduction to measurement scales
– rating scales – Likert and Semantic differential scale
5. Sampling Plan: universe, sample frame and sampling unit – sampling techniques – sample size
determination – sampling and non-sampling errors – probability and non-probability samples,
simple random sampling, stratified random sampling, cluster sampling, systematic sampling,
area sampling, quota sampling, judgment sampling
6. Data Collection: organisation of fieldwork and survey – training of interviewers, respondents’
attitude, evaluation of fieldwork
7. Data Processing and Analysis: tabulation of data – validation, editing coding, use of computer in
data processing – univariate, bivariate and multivariate data analysis – measurement of
association: correlation and regression – hypothesis testing – non-parametric and parametric
statistics – report preparation and presentation
8. Market Research Applications: product research and test marketing – advertising research – sales
and market – market segmentation and brand positioning – international marketing research –
marketing research in India

Suggested Readings:

1. Beri, G.C., Marketing Research, Tata McGraw Hill

2. Bedekar, S.J., Marketing Research for Non-Statisticians, Oxford University Press
3. Boyd, Westfall and Stasch, Marketing Research: Text and Cases, Irwin
4. Churchill, G.A., Basic Marketing Research, Dryden Press

PRODUCT DEVELPOMENT & BRAND MANAGEMENT

Paper Code : M 304

1. Product Planning and Management: product concept and levels – product line and mix decisions
– product life cycle and marketing strategy implications.
2. New Product Development: idea generation and screening – concept development and testing -
business analysis – product testing – test marketing and product launching.

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3. Branding Strategy : importance of branding – branding terminology – basic branding concepts –
brand awareness, brand personality, brand image, brand identity, brand loyalty, brand equity –
product versus corporate branding.
4. Major branding Decisions : selecting a brand name – brand extension decision – family versus
individual brand names - multiple branding – private versus national branding.
5. Brand Positioning and Re-launch: brand building and communication.
6. Branding in Specific Sectors: customer, industrial, retail – service brands – E-branding –
branding for international marketing.

Suggested Readings:

1. Aaker, David A., Managing Brand Equity, Free Press, New York.
2. Chaturvedi, M, New Product Development, Wheeler Publications, New Delhi.
3. Kapgerer, J.N, Strategic Brand Management, Kogan Page, New York
4. Sengupto Subroto, Brand Positioning, Strategies for Competitive advantage, Tata McGraw Hill
Publishing Co. Ltd

DISTRIBUTION MANAGEMENT AND LOGISTICS MANAGEMENT

Paper Code : M 305

1. Defining Marketing Channels: role and functions – distribution environment – role and
functions of intermediaries.
2. Types of Intermediaries: classification of retailers – designing a channel of distribution.
3. Customer Oriented Logistics Management: logistic strategy – logistic strategy – logistic planning
– facilities planning – inventory management strategy – issues in transportation.
4. Managing Channel Member Behaviour: understanding channel relationship – channel control –
concept & power in a channel of distribution – influence strategy.
5. Retail Management: retail marketing process – retail marketing mix – positioning –
merchandising strategy – trading format concept – customer service strategy.
6. Managing International Channel of Distribution: difference between domestic and international
distribution system – major entry strategies – implication of each entry strategy on distribution
channel – international logistic function – exporting process.

Suggested Readings:

1. Berman, Barry and Joel Evans, Retail Management, Prentice Hall.

2. Cooper, J, Strategy Planning in Logistics and Transportation, Kogan Page
3. Cox, Roger and Paul Brittain, Retail Management, Prentice Hall.
4. Bowersox and Others, Physical Distribution Management, Tata McGraw Hill
5. Khanna, K.K. Physical Distribution Management, Himalaya Publishing House

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 INTERNATIONAL MARKETING
Paper Code : M 401

1. Introduction to International Marketing: nature and significance – complexities in international

marketing; transition from domestic to transnational marketing; international market orientation
– EPRG framework; international market entry strategy
2. International Marketing Environment: internal environment, external environment, geographic,
demographic, economic, political, socio-cultural, legal environment, impact of environment on
international marketing decisions
3. Foreign Market Selection: global market segmentation; selection of foreign markets;
international positioning
4. Product Decision: product planning for global markets, standardisation vs. product adaptation,
new product development, management of international brands; packaging and labelling;
provision of sales-related service
5. Pricing Decision: environmental influences on pricing decisions; international pricing policies
and strategies
6. Promotion Decision: complexities and issues; international advertising; personal selling, sales
promotion and public relations
7. Distribution Channel and Logistics: functions and types of channels; channel selection decision,
selection of foreign distributors/agents and managing relations with them; international logistics
decisions
8. International Marketing Planning, Organisation and Control: Issues in international marketing
planning; international marketing information system; organising and controlling; international
marketing operation
9. Emerging Issues and Developments in International Marketing: ethical and social issues;
international marketing of services, information technology and international marketing; impact
of globalisation; WTO

Suggested Readings

1.Czinkota, International Marketing, Dryden Press

2.Keegan, Global Marketing, Prentice Hall
3.Fayerweather, J., International Marketing, Prentice Hall
4.Paliwoda, S.J. The Essence of International Marketing, Prentice Hall
5.Hodgets and Luthans, International Management, McGraw Hill
6.Saravenavel, P., International Marketing, Himalaya Publishing

RURAL AND AGRICULTURAL MARKETING

Paper Code : M 402

1.Rural Marketing: nature, characteristics and the potential or rural markets in India;
socio-cultural, economic and other environmental factors affecting rural marketing;
attitudes and behaviour of rural consumers and farmers.
2.Marketing of Consumer Durable and non-durable Goods and Services in Rural Market: product
planning, pricing, promotion and management of distribution channels for marketing durable and

23
 non-durable goods in rural areas; media planning; planning and organizing personal selling in rural
markets.
3 Agricultural Marketing: classification of agricultural products with particular reference to
seasonality and perishability; market structure for agricultural product and its performance;
4.Marketing of Agricultural Inputs: marketing of fertilizers, pesticides, seeds, tractors and other
agricultural implements in rural areas.
5.Agricultural Price Determination and Commodity Trading: role of agricultural prices commission;
role of Central and State Government institutions and organizations in agricultural marketing;
unique features of commodity markets in India.
6. Agricultural Marketing in India: problems and challenges.
7.Co-operative Marketing: nature, scope and role of co-operative marketing in India .

Suggested Readings:

1.Annual Reports and Survey Reports, Ministry of Agriculture, Government of India.

2.Gopalaswamy, Rural marketing, Wheeler Publishers, New Delhi.
3.Nayyar and Ramaswamy, Globalisation and Agricultural Marketing, Rawat Publications
4.Rajagopal, Managing Rural Business, Wheeler Publishers
5.Rajagopal, Organising Rural Business, Sage Publishers

SOCIAL MARKETING AND SERVICES MARKETING

Paper Code : M 403

1. The Foundation of Social Marketing: emerging social issues – a conceptual framework –

relevance in Indian business environment.
2.Change and Attitude Formation: factors of social change – social attitudes influencing
organizational attitudes– impact of business environment on organizational goals.
3. Growth and Importance of Services: nature and types of services – difference between
service and goods – service marketing triangle.
4. Environment of Service Marketing: macro and micro environment: understanding service
customer – model of service consumer behaviour, measuring service quality.
5. Market Segmentation and Selection: service marketing segmentation – targeting and
positioning.
6.Service Marketing Mix: need for expanding marketing mix – planning for service offer – pricing,
promotion and distribution of services – management of people, process and physical evidence –
matching demand for and supply of services.
7.Service Marketing Application: marketing of financial, hospital, tourism and education services –
international marketing of services and WTO.

Suggested Readings:

1. Christpoher, H.L.,Service Marketing, Prentice Hall

2. Shankar, R., Service Marketing – The Indian Experience, South Asia Publishers
3. Payne,A., The Essence of Service Matrketing, Prentice Hall
4. Rampal,M.K., Gupta, S.L., Service Marketing, Galgotia Publishing
5. Jha, S.M., Social Marketing, Himalaya Publishing House

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