PURBANCHAL UNIVERSITY

NEPAL
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SIXTH SEMESTER

CONSUMER BEHAVIOUR
AREA OF STUDY: CORE
BAC 123
Year: 3
Semester: 6
* Continuous
** Duration: 3 hours

Course objective
The basic purpose of this course is to acquaint the students with behavior of consumers and the
factors determining consumer behavior and to this knowledge in the market place.
Course contents
Unit 1: Introduction the Consumer Behavior T.H.5
Defining consumer behavior; Understanding consumers: the ultimate consumer, individual
buyer; Decision process: importance of studying consumer behavior in marketing management;
Social marketing, de-marketing and government decision- making process; Model of consumer
behavior.
Unit 2: Market Segmentation T.H.3
Defining market segmentation; Demographic and psychographic bases of segmentation; Criteria
for effective targeting of market segments; Implementation of segmentation strategies:
concentrated and differentiated marketing; Counter-segmentation.
Unit 3: Culture and Subculture T.H.3
Defining culture; Characteristics of culture; Defining culture values; Characteristics of cultural
values; Defining subculture; Understanding bases of subculture: nationality regionality, religion,
age, etc.
Unit 4: Social Class T.H.3

Defining social class and social status; Nature of social class; Measurement of social class and
problems of measurement; Social class mobility.
Unit 5: Social Groups T.H.3
Defining Groups; Classification of groups; Group properties; Reference groups; Types of
reference groups; Factors determining reference group influences; Reference group and
consumer conformity.
Unit 6: The Family T.H.3
Defining family and households; Functions of the family; Types of households traditional and
non-traditional; Family decision- making, family roles, power structure (parallel, star ring and
hierarchical).
Unit 7: Personal Influence and Diffusion of Interest T.H.5
Nature and significance of personal influence; Opinion leadership; Why opinion leaders
influence; Concept of innovation; Adopting process; Diffusion process; Factors influencing rate
of diffusion.
Unit 8: Personality and Self- Concept T.H.4
Defining personality; Nature of personality; Measuring personality- rating method, situational
tests, projective techniques, inventory schemes; Understanding self- concept; Development of
self- concept; self appraisal, reflected appraisal, social comparison, based scanning.
Unit 9: Motivation T.H.3
Defining motives; Nature and role of motives; Simplified schemes to classify motives; Motive
arousal; Effects of motive arousal.
Unit 10: Learning T.H.4
Defining learning; Types of learned behavior; Principal elements of learning; Behavioral learning
theories; classical and instrumental conditioning; Cognitive learning theory.
Unit 11: Attitudes T.H.6
Defining attitude; Characteristics of attitude; Functions of attitude; Models of attitude: tricomponent model, multi- attribute models(attitude-toward-object model, attitude-towardbehavior model, and theory of reasoned action model).
Unit 12: Perception T.H.6
Defining perception; Perceptual selection; Perceptual organization; Perceptual interpretation.

Suggested Readings
1. Schiffman, L. G. and Kanuk, L. L., Consumer Behavior 6th Ed., New Delhi: PrenticeHall of India.
2. Loudon, D. L. and Bitta, A. J. D., Consumer Behavior 4th Ed., Singapore: McGrawHill.
Note :Course Code of the Subject may be In-accurate

DATABASE MANAGEMENT
AREA OF STUDY: CORE
BAC 353
Year: 3
Semester: 6
* Continuous
** Duration: 3 hours

Objective
This course aims at providing students with the fundamental knowledge of database systems in
general and database management systems in particular.
Course Contents
Unit 1: Introduction T.H.5
Data and information; Definition of database systems; Characteristics of database approach and
definition of database management system.
Unit 2: Database Systems, Concepts and Architecture T.H.5
Data models; DBMS architecture and data independence; Database environment; Data
dictionary; E-R model; Entity types, attributes, keys and relationship types.
Unit 3: Filing and File Structure T.H.5
Storage devices; Organization of records; File organizations; The sequential file organizations;
The indexed sequential file organization.
Unit 4: Relational Model T.H.6
Introduction to relational database; Relational algebra; Kinds of relation.
Unit 5: Integrity Constrains T.H.4
Security and integrity violations; Access control and authorization; Security and views;
Encryption and decryption.

Unit 6: Introduction to SQL T.H.9

Set operations; Null values; Queries, view, joined relation, DDL and DML.
Unit 7: Query Processing T.H.4
Introduction to Query processing; Equivalence of expressions; Query optimization; Query
decomposition; Introduction SQL.
Unit 8: Object Oriented Model T.H.3
Introduction; Design of object oriented model.
Unit 9: Applications of Database Systems in Organizations: T.H.7
Students themselves will have to study and submit the report on database systems of any one of
the Nepalese originations (such as payroll, inventory, airlines reservations, online banking
systems).
Suggested Readings
1. Hansen, Giary W. and Hansen, James V., Database Management and Design, New
Delhi: Prentice Hall of India Pvt. Ltd.
2. Silbersphatz, Alraham etal, Database Systems Concepts, New York, McGraw Hill
Company.
Note :Course Code of the Subject may be In-accurate

INDUSTRIAL RELATIONS
AREA OF STUDY: CORE
BAC 362
Year: 3
Semester: 6
* Continuous
** Duration: 3 hours

Course Objective
The course aims at imparting knowledge to students on various dimensions of industrial relations
and developing analytical skills on them of managing issues of industrial relations, particularly in
the context of Nepalese organizations.
Course Contents
Unit 1: Introduction T.H.6
Concept and purposes of industrial relations; Process of industrial relations; Actors (workers,
employers, government) of industrial relations system, pluralist and Marxist.
Unit 2: Labor Policies and Legislations T.H.5
Features of labor policy; The Labor Act; The Trade Union Act and Structure of labor
administration in Nepal.
Unit 3: Trade Unionism T.H.9
Concept, objectives of trade unions and methods of achieving the objectives; Features and
functions of trade unions; Types of trade unions; Theories of trade unionism; Trade unionism in
Nepal growth, characteristics, present position and right and responsibilities.
Unit 4: Industrial Dispute and Grievance T.H.8
Concept, feature, causes, classification and manifestations of industrial disputes; Methods of
prevention(joint management council, work committee, grievance handling, code of discipline,
code of conduct, profit- sharing and statutory methods) and settlement (collective bargaining,
conciliation, arbitration and adjudication) of industrial disputes with reference to Nepal.

Unit 5: Collective Bargaining T.H.6

Concept, feature, principles, types and process of collective of bargaining; Collective bargaining
in Nepal.
Unit 6: Workers' Participation in Management T.H.9
Concept, purpose and significance of participation; Forms of participation: information sharing,
consultation, association of workers, joint decision- making and Board of Directors. Scenario of
worker's participation in management in Nepal: problems, prospects, legal provisions and present
status.
Unit 7: International Labor Organization (ILO) and Nepal T.H.5
An Introduction to ILO: origin, objectives and structure of ILO; Role of ILO in Nepalese labor
development activities; Nepal's ratifications on the conventions of ILO and adaptation of
international labor standards in its policies and laws.
Suggested Readings
1. Asdhir, Vijay, Management of Industrial Relations, Ludhiana: Kalyani Publishers.
2. Dunlop, J. T., Industrial Relations System (Rev. Edn.), Boston, MA: Harvard Business
School.
3. Farnham, David and John Pimlot, Understanding Industrial Relations, London: Cassell.
4. ILO, Labor Administration: A Profile on Nepal, Kathmandu: ILO Office
5. Kanoon Byabasthapan Samiti, The Labour Act and The Trade Union Act (in Nepali),
Kathmandu: HMG/N
6. Mamoria, C. B., S. Mamoria and S. V. Gankar, Dynamics of Industrial Relations,
Mumbai: Himalaya Publishing House.
7. Monnapa, Arun, Industrial Relations. New Delhi: Tata McGraw-Hill Publishing
Company Limited.
8. Pant, P. R. and Narayan Manandhar (Eds), Industrial Relations in Nepal: A Book of
Readings, Kathmandu: Friedrich Naumann Foundation and Industrial Relations Forum.
Note :Course Code of the Subject may be In-accurate

MARKETING RESEARCH
AREA OF STUDY: SPECIALIZATION
BAC 126
Year: 3
Semester: 6
* Continuous
** Duration: 3 hours

Course Objectives
The basic objective of this course is to make students understand the basic techniques of
identifying problems of marketing research and also apply the various tools in this regard.
Course Contents
Unit 1: Introduction T.H.4
Meaning and importance of marketing research; Kinds of marketing research; Management and
marketing research; Scientific method of marketing research; Marketing research process.
Unit 2: Research Objectives T.H.3
Problem and opportunity identification; Developing a marketing plan; Selecting among
alternatives without research.
Unit 3: Types of Research T.H.7
Exploratory research; Design of exploratory studies: Study of secondary data; Survey of
individuals with ideas: depth interviews, projective techniques, focus group interviews and
process; Descriptive studies: importance of design; Types of descriptive studies: case method,
statistical method; Experimentation: laboratory versus field experiments; Selected experimental
designs: "After Only", "Before-After", "After-Only" with control group, "Four-Group-Six
Study"; Ex post facto and continuous diary panel design.
Unit 4: Secondary Data T.H.4
Meaning and use of secondary data; Advantages and drawbacks of secondary data; Types of
secondary data

Unit 5: Methods of Collecting Primary Data T.H.8

Accuracy of survey and observation data; Questionnaire method: advantages and disadvantages;
Questionnaire studies classified by structured disguised, structured non-disguised questioning,
non-structured non-disguised questioning, non-structured disguised questioning, structured
disguised questioning; Questionnaire studies classified by method of communication: telephone
interviews, personal interviews, mail surveys; Observation method: advantages and
disadvantages of observation method; Methods of observation.
Unit 6: Attitude Measurement T.H.5
Methods of collecting attitude data: questionnaire and observation; Methods of measuring
attitudes: non-disguised non-structured techniques, disguised non-structured techniques, nondisguised structured techniques, disguised, structured techniques.
Unit 7: Introduction to Sampling T.H.3
Sampling error verses data collection error; Basic sampling problems; Probability sampling:
Simple random, Stratified random, Cluster, Systematic and area sampling; Non-probability
sampling: convenience sampling, judgment sampling, quota sampling.
Unit 8: Data Collection T.H.3
Field work procedures: Telephone interviewing, personal interviewing; Common sources of error
in field work; Minimizing field work errors.
Unit 9: Preparation and Tabulation of Collected Data T.H.4
Preparing the raw data; Tabulating the data: univariate, bivariate and multivariate tabulations.
Unit 10: Data Analysis T.H.4
Sampling statistics; Chi-square analysis; analysis of variance; Cross tabulation; Correlation and
regression analysis
Unit 11: Research Presentation T.H.3
Writing Research Report; The report format; Evaluation of the research procedure.
Suggested Readings
1. Boyd, Westfall and Stasch, Marketing Research 7th Edition, New Delhi: AITBS
2. Luck and Rubin, Marketing Research 7th Edition, New Delhi: Prentice Hall of India
Ltd.

3. McDaniel, Carl and Gates, Roger, Contempory Marketing Research 3rd Edition, New
York: West Publishing Company.
Note :Course Code of the Subject may be In-accurate

OPERATIONS MANAGEMENT
AREA OF STUDY: CORE
BAC 363
Year: 3
Semester: 6
* Continuous
** Duration: 3 hours

Course Objectives
The objective of this course is to acquaint the students with various tools of operations
management in solving business problems.
Course contents
Unit 1: Introduction to Operations Management T.H.2
Concept of operations management; Evolution of production and operations management;
Interrelationships of operations management with other functions of management; Models and
modeling in operation research.
Unit 2: A Review of Probability Concepts T.H.4
Dependent and independent cases, exclusive cases; Use of tree diagram to solve simple
probability problems; Use of binominal, poisson and normal distribution to determine the
probability of an event.
Unit 3: Decision Theory and Decision Trees T.H.4
Posterior probability and Bayesian; Decision tree analysis; Decision making with utilities; Utility
curves and construction of utility curves.
Unit 4: Waiting Line Analyses T.H.4
The structure of queuing system; Development of queues; Patterns of a single and multi channel
queue discipline; Waiting lines; Arrival rate model; Solution to numerical problems related to
single channel mode.
Unit 5: Planning of Operations and Capacity T.H.12

Business planning; Production plan; Capacity planning and aggregate planning; Linear
programming and its importance in an organization; The simplex algorithm (Minimization and
Maximization case); Big M and Two phase method; Alternative (Multiple) solution, unbounded
and infeasible solution.
Unit 6: Duality and Sensitivity Analysis in Linear Programming T.H.10
Concept of Duality (with economic interpretation); Dual algorithm and solution; Unrestricted
variables in duality; Advantages of duality; Basic objective of sensitivity analysis in linear
programming.
Unit 7: Theory of Games T.H.7
Introduction; 2 person zero-sum games; pure strategies, games with saddle point; Mixed
strategy: games without saddle point, algebraic and graphic method for games without saddle
point.
Unit 8: Introduction to Simulation Model T.H.5
Advantages and limitations of simulation; Methodology for simulation, Monte Carlo method.
Suggested Readings
1. Dilworth, James B., Operations Management; Design, Planning and Control for
Manufacturing and Services, New York: McGraw-Hill Company.
2. Stevenson, William J., Production/ Operations Management, Boston: Irwin
3. Shrestha, Sunity, Production/Operation Management, Kathmandu: Buddha Academic
Enterprises Pvt. Ltd.
4. Levin, Richard et al, Quantitative Approaches to Mgt, New Delhi: Tata McGraw- Hill
Pvt. Ltd.
Note :Course Code of the Subject may be In-accurate

INVESTMENTS
AREA OF STUDY: SPECIALIZATION
BAC127
Year: 3
Semester: 6
* Continuous
** Duration: 3 hours

Course Objective
The basic purpose of this course is to make students able to understand the principles and
practice of investments in securities.
Course Contents
Unit 1: Introduction T.H.3
Real and financial assets; Investment environment: securities and financial intermediaries;
Investment policy and security analysis.
Unit 2: Securities and Markets T.H.5
Order size; Time limit; Types of order; Margin accounts and short sale; Clearing procedures;
Brokers commission and transactions cost.
Unit 3: Investment Companies T.H.5
Investment banking and regulations of security markets; Major type of investment companies;
Investment policies; Mutual funds: investment policies, money market funds, equity funds, fixed
income funds, balanced and income funds, assets allocation funds; cost of investing in mutual
funds: front-end load, back-end load, operating expenses; Computation of net asset value;
Market indexes: price weighted and value weighted.
Unit 4: Portfolio Selection T.H.9
Initial wealth and terminal wealth; Indifference curves; Expected return and standard deviations
for portfolio; Efficient set theorem; Feasible set; Optimal portfolio; Introduction to CAPM:
CML, SML.

Unit 5: Bond Analysis and Bond Portfolio Management T.H.7

Bond Attributes. The risk structure of interest rates and determinants of yield spreads. Bond
market efficiency and bond pricing theorems; Duration and immunization; Active management
(Horizon analysis and bond swaps).
Unit 6: Common Stock .H.7
The corporate cash dividends; Stock dividends and splits; Preemptive rights; Stock price and
insider trading; Ex ante and ex post value; Capitalization of income method of valuation: the
zero models, constant growth model; multiple growth models.
Unit 7: Financial Analysis T.H.6
Major financial statements; Fundamental analysis: top-down vs. bottom-up forecasting; Financial
statement analysis (ratio analysis); Sources of investment information; Analyst recommendation
and stock price; Technical analysis (introduction and charts).
Unit 8: Portfolio Performance Evaluation T.H.3
Measures of Return: Dollar- Weighted Returns; Time weighted returns; Annualizing returns.
Unit 9: Introduction of Nepal Stock Exchange T.H.3
Stock trading procedures; Primary issues as prevalent in Nepal; Various rules and regulations
governing the stock market of Nepal.
Suggested Readings
1. Sharpe, Alexander and Bailey, Investments 5th Edition, New Delhi: Prentice Hall of
India Ltd.
2. Radcliff, R. C., Investments 5th Edition, Addison-Wesley.
3. Francis, Jack Clark, Investments 5th Edition, New York: McGraw-Hill
4. Cowdell, Jane, Investments 5th Edition, New Delhi: CIB Publishing, A. I. T. B .S.
Publishers & Distributors.
5. Bhalla, V. K., Investment Management 6th Edition, New Delhi: S. Chand & Company
Ltd.
6. Publications of Nepal Stock Exchange and Securities Board.
Note :Course Code of the Subject may be In-accurate