PRINCIPLES OF MARKETING

Introduction: Marketing in Changing World: Creating Customer Value and Satisfaction, Strategic Planning and the

Marketing Process, Global Marketing Environment; Marketing Research and Information Systems, Consumer

Markets and Consumer Buyer Behavior, Business Markets and Business Buyer Behavior; Marketing Segmentation,

Targeting, and Positioning for Competitive Advantage Product and Services strategy, New Products Development

and Product Life-Cycle Strategies; Pricing Products: Pricing Considerations and Approaches, Pricing Strategies

Distribution Channels and Logistics Management, Retailing and Wholesaling; Integrated Marketing Communication

Strategy, Advertising, Sales Promotion and Public Relations, Personal Selling and Sales Management, Direct and

Online Marketing; Competitive Strategies: Building Lasting Customer Relationships

BOOKS RECOMMENDED:
1. William J. Stanton: Fundamental of Marketing, 10e, Etzel, and Walker McGraw Hill Co.
2. Philp, Kotler and Gary Armstrong : Principle of Marketing, 7e, McGraw Hill, Co.
3. J. Paul Peter, James H. Donnely, Jr: Marketing Management, 6e, Irwin & McGraw Hill
4. Prof. Dr. Khawaja Amjad Saeed: Marketing Cases 1999
5. Market Review: A Research Journal
6. Articles from Internet.
 FINANCIAL ACCOUNTING
Introduction: Purpose and Nature of Accounting, Various areas of Accounting,

Forms of Business enterprises, Accounting Information users, GAAP,

Conventions, Business transactions and Accounting equation;

Accounting Process: Recording changes in financial position, Double entry Accounting system, Journal, Ledger,

Trial Balance, the Accounting cycle,

Measuring business income, adjusting process, Completion of Accounting Cycle,

Work sheet, Financial Statements, and Accounting for merchandize business;

Accounting Systems: Special Journals, and Internal control of Cash transactions,

Bank Reconciliation, Accounts Receivables, and Inventories accounting Methods, Plant Assets, Depreciation,

Intangible Assets, Amortization and Depletion Methods,

Liabilities; Partnership: Formation, Division of Income and Liquidation process;

Corporation: Organization, Classes of Stock, Stock holder’s Equity statement,

Stock value, Issuance of Stock, Stock Dividend, Treasury Stock, Stock split,

Measuring Corporation Income, and Earnings Per Share;

Measuring Cash Flows: Statement of Cash Flows, and Classification of cash flows

BOOKS RECOMMENDED:
1. Robert F. Meigs and Walter B. Meigs: Accounting: The Basis for Business Decisions, 9e, McGraw-Hill, Inc;
2. Eric G. Flamholtz, Diana Troik Flamholtz, Michael A. Diamond: Principle of Accounting Macmillan Publishing
Co. New York.
3. Imdiake, HelmKemp, and Smith: Principles of Accounting, Johnwilley.
4. Robert F. Meigs, Mary A. Meigs, Mark Bettner, Ray Whitfington: Accounting: The basis for Business Decisions,
 PRINCIPLES OF MANAGEMENT
Introduction: Management Concept, Definition and process, Managerial levels, roles & skills, Evolution of

management thought in changing environment, management’s ethical and social responsibilities;

Management Functions, Determination of Objectives & Goals, Effective goal setting, Management by objectives;

Management Functions and Management Process: Planning, Organizing, Leading and Controlling;

Planning: The nature, purpose and process, Hierarchy and types of organization’s plans, Strategic planning,

Environment analysis, SWOT analysis, corporate, business and functional strategies, Operational planning tools,

Flow charts, the Gantt charts, the load charts, PERT, and the logical framework, Effective planning;

Decision Making & Problem Solving: The rational Decision-making Model, Decision making styles, Committee and

group aided decision-making, Organizing: Authority, Nature, Committee Leadership: The Nature of leadership,

Leadership Theories, Styles, and Skill; Motivation: Concept, Primary and Secondary motives, Motivation theories;

Elements of Controlling: An overview of control, control process, critical control points and standards, control

system, Effective control system requirements, Resistance to control, Control strategy choice, and Methods of

control.

BOOKS RECOMMENDED:
1. Ricky W. Griffin: Management, Houghton Mifflin Company.
2. Harold Knootz & Heins Weihrich: Management, McGraw Hill Inc
3. Morehead: Organizational Behavior (Theory & Practice), Houghton Mifflin Inc
4. George Terry: Principle & Practice of Management,
5. Drucker, P.F,: The Practice of Management.
6. Stephen P. Robbins and Mary Coulter: Management, Prentice Hall.
7. Richard Hodget: Management: Theory & Practice
 BUSINESS COMMUNICATION

PROCESS OF COMMUNICATION
Communication model
Channels of communication
Flow of communication
Barriers to effective communication
How to make communication effective.
COMMUNICATION THEORIES
Interaction-information-Completeness.
7’c OF COMMUNICATION
Conciseness-Correctness-Completeness.
Clarity-Consideration-Courtesy-Concreteness.
WRITTEN COMMUNICATION
Letter-Memorandum-Circular.
Agenda and minutes of meeting.
Business research report: Types, Format, Language & Style.
Market report: Types-Format.
Thesis and assignment writing.
ORAL COMMUNICATION
Meeting: Types and conduct.
Interview: Types and conduct.
Presentation or speech: Types-Planning-Delivering the presentation or speech.
Workshop and seminar: Planning-Conduct.
COMMUNICATION STRATEGY
Image building
Minus image and its implications.
Developing a positive corporate image.
Messages choice: Favorable, unfavorable, negative and persuasive.
PRÉCIS WRITING
Methods of précis writing.
Principle points to be kept in mind while writing précis.
Specimen of passages and their précis.
ESSAY WRITING
Characteristic of a good essay.
Classification.
Hints on essay writing: general preparation, special preparation.

BOOKS RECOMMENDED
1. Murphy and Hildebrandt, Effective Business Communication, McGraw Hill.
2. Coutland L. Bovee, Jhon V. Thill, Business Communication Today, Prentice Hall.
3. J. Adderson, B.H. Duston & M. Poole, Thesis and Assignment Writing, Willey Eastern India, New Delhi.
4. Prof. William Heney, Inter Personal Communication, Macmillan.
5. wren & Martin, English Grammar, (Graduate Level), S. Chad and Co. Ltd., New Delhi.
6. Muhammad Masood, Ideal Essay & Letters with Story Writing Comprehension Test, Idioms of Phrases
7. Prof. M.A. Qureshi, Idiom and Phases, Farooq Kitab Char, Lahore.
 IT Essentials
• Introduction & Objectives

• Computer Information Systems

• Processing Data 7 Computer Architecture

• Operating Systems

• Application Software

• Programming Languages

• Files and Data Basics

• Data Communication

• Networking Basics

• Internet Basics

• E-Commerce

• Computer Graphics

• Computer Security and Controls

• MS Office

• MS Word

• MS Excel

• MS Access

• MS Power point

• MS Project

• Internet Browsers

BOOKS RECOMMENDED:

1. Peter Norton’s Introduction to Computers: Peter Norton; 3rd Edition 1999

2. The ABC’s of Micro Soft Office 97 Professional Edition; Guy Hart-Davis; Ist Indian Edition 1997

3. Information Technology in Business, James A. Senn,1995

 ENTREPRENEURSHIP [

Introduction: Entrepreneurial Perspective, economics and entrepreneurship, process, ventures, practices and

characteristics.

Entrepreneurship and new free enterprise: Entrepreneurship venture opportunities, innovations, change, fantasies,

Environment of small business, sources and resolutions, corporate entrepreneurship, risk failure and new venture

unit, feasibility of planning and concepts of planning, stages of growth model, responsibility of feasibility plan.

Product and services concepts: Product servicing concepts and commercial opportunities (macro over view),

products and technology, identification opportunities, product development life cycle, product protection, trade mark

and patents, process of patents, validity of property rights and accessing government information.

Human resources side of enterprise, infrastructure of services, types of service venture, success factors.

Marketing and new venture development: Marketing research foe new ventures, marketing concepts, startup of

marketing research, market focused on organization, sources of market intelligence, competitive analysis and

implications of market research. Marketing strategies and functions, product concepts, 4 Ps, making marketing plan,

changing international ventures.

Entrepreneurial team and business formation: human resource and relations, BOD,legal aspects, acquiring a

business, evaluation of acquisition opportunities and methods of valuation. Financial resources and asset

management, different types of financing, buy or lease.

Organization cycle and grouth of organization, strategic management for success of enterprise, looking towards

entrepreneurial career.

BOOKS RECOMMENDED:
1. David H. Holt: Entrepreneurship, New Venture Cretion, 1992, Prentice Hall
2. Bill Bolton & John Thompson: Entrepreneurs Talent, Temperament, Technique, Butterworth Heinemann
 ORGANIZATIONAL BEHAVIOR
1. INTRODUCTION AND BACKGROUND
1.1 Organizational Behavior: Key concepts.
1.2 An historical perspective on organizational Behavior.
1.3 Organizational behavior and contemporary issues.
2. ORGANIZATION: STRUCTURE AND DESIGN
2.1 The nature and purpose of organization.
2.2 The classical and modern concepts of organization.
2.3 Span of control and organization structures
2.4 Authority relations: Line, staff and functional.
2.5 Authority: Delegation and decentralization
2.6 Departmentalization
2.7 Organizational life cycle stages
2.8 The contingency approach of organization design
2.9 Today’s organizations and various designs
2.10 Organizational effectiveness
3. ORGANIZATIONAL CULTURE
3.1 The dynamics of organization’s culture
3.2 The basic approaches to organizational culture
3.3 The cross-cultural awareness
3.4 Total quality culture creation
3.5 Changing and developing cohesive organization’s culture
4. ORGANIZATIONAL CHANGE AND DEVELOPMENT
4.1 The nature and typology of organizational change
4.2 The diagnosis of forces for change
4.3 The models and dynamics of planned change
4.4 Resistance to change and its management
4.5 Techniques for managing change
4.6 Organizational development: Objective & model
4.7 Change management and contemporary issues in TQM.
5. FOUNDATIONS OF INDIVIDUAL BEHAVIOR
5.1 The perception process
5.2 The attribution theory
5.3 Personality and organizational behavior
5.4 Attitudes, personal values and ethics: Learning & behavioral modification
6. BEHAVIOR MODIFICATION
6.1 Behavioral learning models
6.2 Principles of behavior modification
6.3 The process of modifying on-the-job behavior
6.4 Behavioral self-management
7. SOCIALIZATION AND MENTORING
7.1 The organizational socialization process
7.2 The socialization techniques
7.3 Mentoring
7.4 Organizational roles and norms
8. WORK GROUP BEHAVIOR
8.1 Work group: Types, functions & development process
8.2 Work group structure, composition and effectiveness
8.3 Inter group interactions
8.4 Organization influence tactics
8.5 Organization’s politics
8.6 Strategies for improving work group performance
9. ORGANIZATIONAL CONFLICTS MANAGEMENT
9.1 The nature of conflict
9.2 Functional versus dysfunctional conflict
9.3 Approaches to effective conflict resolution
9.4 Conflict stimulation

BOOKS RECOMMENDED:
1. Morehead, Organizational Behavior (Theory & Practice), Houghton Mifflin.
2. Judith R. Gordon, Organizational Behavior, Prentice Hall.
3. Davis and Newstrom, Human Behavior at Work: Organizational Behavior, McGraw Hill.
4. Robert Kreitner & Angelo Kinicki Organizational Behavior, IRWIN
5. Fred Luthans Organizational Behaviour
 BUSINESS RESEARCH METHODS
1. INTRODUCTION TO BUSINESS RESEARCH
Business Research: Definition & Nature. The Scientific Method.
The Business Research Process. Errors in Business Research.
2. RESEARCH DESIGN AND DATA SOURCES
Types of research and research designs. Primary data and its sources. Secondary data and its sources.
3. DATA COLLECTION PROCEDURES
The Measurement Process
Concepts of validity and reliability.
The casual design procedures.
Data Collection Methods:
Observation
Documentary-Historical Method.
The Survey Method.
Data Collection Instruments: Questionnaire, Interview and Scheduling.
Problems in Data Collection.
4. SAMPLING
Sampling Concepts.
The Sampling Procedures (Types of Sampling).
Determining a sample size & Selection of sample.
5. DATA PROCESSING AND ANALYSIS
Basic concepts of data processing: Computer representation, Data Matrix, Data Storage.
Data Processing flow: Editing, Coding, Handling Blank Responses, Coding, Categorization, Converting,
Weighting, Storing etc. Alternative processing flows. Univariate data analysis:
Measurement of central tendency.
Measurement of dispersion.
Hypothesis Testing.
Bivariate data analysis:
Linear Correlation.
Simple Regression.
The Chi-Square Test.
The Cross-Tabular Tables.
Elaboration of relationships.
Multivariate data analysis: Interdependence Methods.
Factor analysis.
Cluster analysis, multidimensional analysis.
Multivariate data analysis: Dependence methods.
Multiple Regressions, Analysis of Variance & Covariance, Discriminate analysis.
6. RESEARCH PROJECT PROPOPSAL
Rationale for the study defining the problem.
Research Objectives.
Information needs.
Research design.
Data collection procedure.
Data processing & analysis.
Research Team and its profile.
Budget
Time Table

BOOKS RECOMMENDED:
1. Ranjit Kumar, Research Methodology, Sage Publications.
2. Ingeman Arbonor And Bjoran Berke, Methodology for Creating Business Knowledge, Sage Publications.
3. Dam Remenyl, Doing Research in Business and Management, Sage Publications.
4. David H. Folz, Survey Research for Public Administration, Sage Publications.
5. C. William Emory, Business Research Methods, IRWIN.
 MANAGEMENT INFORMATION SYSTEMS
1. INTRODUCTION TO INFORMATION TECHNOLOGY
2. INTRODUCTION TO COMPUTER SYSTEM
2.1. Hardware
2.2. Software
2.3. Electronic Data Processing
2.4. Input, Processing and Output Techniques
3. MANAGEMENT INFORMATION SYSTEM
3.1. Needs for MIS
3.2. Evolution & Types of Information System
3.3. (MIS, DSS, Expert System)
3.4. The concept of Data and Information
3.5. SDLC (System Development Life Cycle)
3.6. Structured Analysis Design and Implementation.
4. DATABASE MANAGEMENT SYSTEMS
4.1. The concept of DBMS
4.2. Hierarchy of Database
4.3. Elements of DBMS
4.4. Contents of Files
5. INFORMATION SYSTEMS FOR BUSINESS APPLICATION
5.1. Executive Information System
5.2. Manufacturing Information System
5.3. Marketing Information System
5.4. Financial Information System
5.5. Human Resource Information System
6. COMPUTER NETWORKS
6.1. Types of Networks
6.2. Application of Networks
6.3. Network Structure
6.4. Network Standardization
6.5. Example Networks
6.6. Network Software
6.7. The OSI Reference Model
7. INTRODUCTION TO BUSINESS TELECOMMUNICATION
7.1. Communication Channels
7.2. Channel Configuration
7.3. Channel Sharing
7.4. Modes of Transmission
8. OTHER RELEVANT TOPICS
8.1. Artificial Intelligence (AI)
8.2. Office Automation
8.3. Multimedia
8.4. Computer Viruses

BOOKS RECOMMENDED:
1. Jmaes O, Brien Introduction of Information Systems (9th Edition) with supplement. McGraw Hill, New York.
2. Robert Schulthies & Mary Sumner Management Information System, with supplement. McGraw Hill, New York.
3. Dennis Curtin, Kunal Sen, Kim Foley and Cathy Morin Information Technology McGraw Hill, New York.
4. Vladimir Zwas Foundations of Information Systems McGraw Hill, New York.
5. Jeffrey L.Shitten & Lonnie Bentley Systems Analysis and Design Methods McGraw Hill, New York.
6. David Olson, Management Information System, McGraw Hill.
 BUSINESS TAXATION LAWS
• Income tax Ordinance- Basic Concepts-Definitions

• Basic Concepts of Taxation- Income, Total Income, Charge of Tax

• Computation of Total Income, Heads of Income

• Computation of Salary Income

• Computation of Interest on Securities

• Computation of Property Income

• Computation of Business Income

• Unexplained Investment, Section 23 Deemed Income

• Section 25, Deemed Income

• Capital gains/Income from other Sources

• Computation of Income under all Heads

• Payment of Tax before assessment

• Concept of withholding Tax

• Payment of Tax with return of Income and after assessment

• Modes of assessment and limitations of Assessments

• Additional Assessment and limitation

• Introduction to Sales Tax and Excise Tax

• Registration of Firm and Assessment of Registered Firm

• Assessment of IND/URF/AOP/Local Authority

• Assessment of an Incorporated Company or deemed Company

• Recovery of Tax, Additional Tax, Penalties, Power of IRO

• Concealment of Income/Penalty/Prosecution

BOOKS RECOMMENDED:
1. Income Tax Law by Khawaja Amjad Saeed
2. Income Tax & Sales Tax Ordinance Latest