Unit-1
Introduction: Nature, scope and importance marketing; Evolution of marketing concepts;
Marketing mix, Marketing environment. Consumer Behavior – An Overview: Consumer buying process; Factors influencing consumer buying decisions.

 Unit-2
Market Selection: Market segmentation – concept, importance and bases; Target market
selection; Positioning concept, importance and bases; Product differentiation vs. market
segmentation;
Product: Meaning and importance. Product classifications; Concept of product mix; Branding,
packaging and labeling; Product-Support; Product life-cycle; New Product Development

Unit-3
Pricing: Significance, Factors affecting price of a product; Pricing Policies and strategies;
Promotion: Nature and importance of promotion; Communication process; Types of promotion:
advertising, personal selling, public relations & sales promotion, and their distinctive
characteristics; Promotion mix and factors affecting promotion mix decisions.

Unit-4
Distribution: Channels of distribution - meaning and importance; Types of distribution channels;
Wholesaling and retailing; Factors affecting choice of distribution channel; Physical Distribution.
Retailing: Types of retailing – store based and non-store based retailing, chain stores, specialty
stores, supermarkets, retail vending machines, mail order houses, retail cooperatives; Management
of retailing operations: an overview; Retailing in India: changing scenario.

Unit-5
Rural marketing: Growing Importance; Distinguishing characteristics of rural markets;
Understanding rural consumers and rural markets; Marketing mix planning for rural markets.
Recent developments in marketing: Social marketing, on line marketing, direct marketing,
services marketing, green marketing,

Unit-1
Introduction to Financial Management: Scope and objective, Time value of money, Risk and
return, Valuation of securities – Bonds and Equities

Unit-2
Long Term Investment Decisions: The Capital Budgeting Process, Cash flow Estimation,
Payback Period Method, Accounting Rate of Return, Net Present Value (NPV), Net Terminal
Value, Internal Rate of Return (IRR), Profitability Index

Unit-3
Financing Decisions: Sources of long-term financing , Estimation of components of cost of
capital. Methods for Calculating cost of equity capital, Cost of Retained Earnings, Cost of Debt
and Cost of Preference Capital, Weighted Average cost of capital (WACC) and Marginal cost of
capital. Capital structure –Theories of Capital Structure (Net Income, Net Operating Income, MM
Hypothesis, Traditional Approach). Operating and financial leverage, Determinants of capital

Unit-4
Dividend Decisions: Theories for Relevance and irrelevance of dividend decision for corporate
valuation. Cash and stock dividends, Dividend policies in practice

Unit-5
Working Capital Decisions: Concepts of working capital, the risk-return trade off, sources of
short-term finance, working capital estimation, cash management, receivables management,
Inventory management and payables management

Unit-1
An Introduction to Financial System, its Components – financial markets and institutions,
financial intermediation, Flow of funds matrix, financial system and economic development, an
overview of Indian financial system

Unit-2
Financial Markets: Money market – functions, organization and instruments. Role of central
bank in money market; Indian money market – An overview
Capital Markets – functions, organization and instruments. Indian debt market; Indian equity
market – primary and secondary markets; Role of stock exchanges in India

Unit-3
Financial Institutions: Commercial banking – introduction, its role in project finance and
working capital finance, Development Financial institutions (DFIs) – An overview and role in
Indian economy, Life and non-life insurance companies in India; Mutual Funds – Introduction
and their role in capital market development. Non-banking financial companies (NBFCs)

Unit-4
Overview of financial services industry: Merchant banking – pre and post issue management,
underwriting. Regulatory framework relating to merchant banking in India

Unit-5
Leasing and Hire–purchase: Consumer and housing finance; Venture capital; Factoring
services, bank guarantees and letter of credit; Credit rating; Counseling.

Unit-1
Concept of Bank and Banking: Historical Evolution of Banking: Origin and Development of
Banking - Structure of Banking in India – Banks and Economic Development –Functions of
Commercial banks (conventional and innovative functions) – Central Bank – RBI – functions – Emerging trends in Banking.

Unit-2
Types of Customers and Account holders: Procedure and practice in opening and operating
the accounts of customers - individuals including minors - joint account holders -Partnership
firms - joint stock companies - executors and trustees-clubs and associations.

Unit-3
Introduction to insurance: Purpose and need of insurance, insurance as a social security tool -
insurance and economic development - Principles of insurance -various kinds of insurance -
life, marine, fire, medical, general insurance - features.

Unit-4
Life Insurance - Law relating to life Insurance; General Principles of Life Insurance Contract;
Proposal and policy; assignment and nomination; title and claims; General Insurance - Law
relating to general insurance; different types of general insurance; general insurance Vs life
insurance – Insurance business in India.

Unit-5
Fundamentals of Agency Law: Definition of an agent; Agents regulations; Insurance
intermediaries; Agents' compensation. Procedure for Becoming an Agent: Pre-requisite for
obtaining a license; Duration of license; Cancellation of license; Revocation or
suspension/termination of agent appointment; Code of conduct; Unfair practices. Functions of
the Agent: Proposal form and other forms for grant of cover; Financial and medical
underwriting; Material information; Nomination and assignment; Procedure regarding
settlement of policy claims.

Unit-1
Financial System: Meaning and Significance-Functions of the financial system -Financial
Assets- Financial markets- Classification-Financial instruments-weakness of Indian Financial
System.

Unit-2

Money market: Definition-Features-Objectives-Features of a developed money market-
Importance of Money market-Composition of Money market-Operations and Participants- Money market Instruments-features of Indian money market-Recent developments.

Unit-3
Primary, Secondary and Capital Markets: New issue market-meaning-functions-methods
floating new issue - intermediaries in the new issue market-merchants bankers and their
functions -Recent trends in new issue market - Stock Exchanges-Functions-Structure of stock
exchanges-BSE-NSE- listing of securities-Advantages of listing-methods of trading in stock
exchanges-on line trading-stock indices

Unit-4
Financial Institutions: commercial banks- development financial institutions- Nonbanking
financial corporation’s-Mutual Funds, insurance companies – Objectives and functions (only a
brief outline).

Unit-5
Regulatory Institutions: RBI – Role and Functions. The Securities and Exchange Board of
India-objectives-function-powers-SEBI guidelines for primary and secondary market

Unit-1
Introduction Concepts of financial statements – Nature of financial statements – Objectives
of financial statements – Different types of financial statements: income statement, balance
sheet, statement of retained earnings, fund flow statement, cash flow statement, schedules – Limitations of financial statements.

Unit-2
Analysis & Interpretation of Financial Statements: Traditional Approaches Vs. Modern
Approaches to financial statement analysis – Classification of financial statement analysis:
based on modus operandi and based on materials used – Techniques of financial statement
analysis: Comparative Statements, Common-size Statements, Trend Ratios and Ratio Analysis – Problems encountered in financial statement analysis.

Unit-3
Ratio Analysis: Classification of ratios – Ratio formation – Ratio interpretation – Practical
methods of ratio analysis: Time Series (intra firm) Analysis, Cross Sectional (inter firm)
Analysis, Residual Analysis and Multivariate Analysis.

Unit-4
Multivariate Ratio Analysis: Concept, objectives, uses and limitations – Univariate analysis
Vs. Multivariate ratio analysis – Application of statistical tools in financial statement analysis.

Unit-5
Corporate Reporting: Cash Flow statement Analysis (AS 3) and Statutory and Non Statutory
Reports, Integrated Reporting

Unit-1
Basic Theoretical Framework: The financial system and its technology; The factors affecting
the stability of the financial system; Development finance vs. universal banking; Financial
intermediaries and Financial Innovation; RBI-Central Banking.

Unit-2
Financial Institutions: A brief historical perspective. An update on the performance of IDBI,
ICICI, IFCI and SFCs, LIC &GIC.The banking Institutions: Commercial banks - the public and
the private sectors - structure and comparative performance. The problems of competition;
interest rates, spreads, and NPAs. Bank capital - adequacy norms and capital market support.

Unit-3
Non-banking financial institutions: Evolution, control by RBI and SEBI. A perspective on
future role, Unit Trust of India and Mutual Funds, Reserve bank of India Framework
for/Regulation of Bank Credit . Commercial paper: Features and advantages, Framework of
Indian CP Market, effective cost/interest yield.

Unit-4
Financial services: Asset/fund based Financial services - lease finance, consumer credit and
hire purchase finance, factoring definition, functions, advantages, evaluation and forfeiting,
bills discounting, housing finance, venture capital financing. Fee-based / Advisory services:
Stock broking, credit rating.

Unit-5
Operations: Financial Assets/ Instruments Rights issues, issue of Debentures, issue of Equity
shares - pre-issue activity, post-issue activities. The regulatory framework: SEBI and
Regulation of Primary and Secondary Markets, Company Law provisions.