NATIONAL UNIVERSITY

First Year Syllabus

Department of Marketing

Four-Year B.B.A. (Honours) Course

Effective from the Session: 2013–2014

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 National University

Subject: Marketing
Syllabus for Four Year BBA Honours Course
Effective from the Session: 2013-2014
Year-wise Papers and marks distribution.

First Year
Paper Code Paper Title Marks Credits
212301 Introduction to Business 100 4
212303 Principles of Marketing-I 100 4
212305 Financial Accounting 100 4
212307 Principles of Management 100 4
212309 Introduction to Computer 100 4
211501 History of the Emergence Independent of Bangladesh 100 4
Total = 600 24

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 Detailed Syllabus

Paper Code : 212301 Marks : 100 Credits : 4 Class Hours : 60

Paper Title : INTRODUCTION TO BUSINESS

1. The Business Enterprise: Foundation of Business and Economics, Form of Business

Ownership, Entrepreneurship, Franchising and Small Business.

2. The Environment for Business: Social Responsibility and Business Ethics, Business Law
and Government, International Business.

3. Management and Organization: Fundamentals of Management, Organizing the Business,

Managing production and Operation.

4. Human Resources: Human Relation and Motivation, Managing Human Resources, Labor
Management Relations.

5. Marketing : Marketing Strategy, Product & Price, Distribution and Promotion.

6. Financial Management: Money and Banking, Financial

Management, Investment and Personal Finance, Risk Management and Insurance.

7. Accounting and Information Systems: Accounting Fundamentals, Computers and

Management Information Systems.
Book Recommended :

1. Steven J. Skinner & John M Ivanceich : Introduction to Business

Book Reference :

1. Straub and Attner : Introduction to Business, Kent Publishing

Company, Boston, Massachusetts, USA

Paper Code : 212303 Marks : 100 Credits : 4 Class Hours : 60

Paper Title : PRINCIPLES OF MARKETING - I

1. Marketing: Creating and Capturing Customer Value

Marketing Defined, The Marketing Process- Understanding the Marketplace and Customer
Needs- Designing a Customer Driven Marketing Strategy- Preparing an integrated Marketing
Plan and Program- Building Customer Relationships- Capturing Value from Customers-The
Changing Marketing Landscape- The Digital Age, Rapid globalitation, The Call for More
Ethics and Social Responsibility, The growth of Non-for-Profit Marketing.

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2. Company and Marketing Strategy: Partnering to Build Customer Relationships:
Companywide Strategic Planning: Defining Marketing’s Role, Planning Marketing:
Partnering to Build Customer Relationships -Marketing Strategy and the Marketing Mix-
Customer- Driven Marketing Strategy, Developing an Integrated Marketing Mix.-Managing
the Marketing Effort-Marketing Analysis, Marketing Planning-Marketing Implementation
and Control.

3. Analyzing the Marketing Environment: The Company’s Micro-environment-The

Company’s Macro-environment Responding to the Marketing Environment.

4. Managing Marketing Information to Gain Customer Insights: Assessing Marketing

Information Needs, Developing Marketing Information, Marketing Research, Analysing and
using Marketing Information, Other Marketing Information Considerations.

5. Consumer Markets and Consumer Buyer Behavior: Model of Consumer Behavior,

Characteristics Affecting Consumer Behavior-Types of Buying Decision Behavior-The
Buyer Decision Process-The Buyer Decision Process for New Products.

6. Business Markets and Business Buyer Behavior: Business Markets -Business Buyer
Behavior -Institutional and Government Markets.

7. Customer-Driven Marketing Strategy: Creating Value for Target Customers: Market

Segmentation- Segmenting Consumer Markets, Segmenting Business Markets, Segmenting,
International Markets, Requirements for effective Segmentation-Market Targeting-
Evaluating Market Segments, Selecting Target Market Segments, Socially Responsibility
Target Marketing-Differentiation and Positioning – Choosing a Differentiation and
Positioning Strategy, Communicating and Delivering the Choosen Position.

8. Products, Services, and Brands: Building Customer Value

What is a Product- Products, Servies, and Experiences, Levels of Product and Services,
Product and Service Classifications-Product and Service Decisions- Individual Product and
Service Decisions, Product Line Decisions, Product Mix Decisions-Branding Strategy:
Building Strong Brands- Brand Equity, Building Strong Brands, Managing Brands-Services
Marketing- Nature and Characterices of a Service, Marketing Strategies for Service firms.

9. New-Product Development and Product Life Cycle Strategies: New- Product

Development Strategy, The New-Product Development Process-Managing New- Product
Development- Customer Centered New- Product Development, Team-Based New-Product
Development, Systematic New- Product Development-Product Life-Cycle Strategies
Additional Product and Service Considertations – Product Decisions and Social
Responsibility, International Product and Services Marketing.

10. Pricing : Understanding and Capturing Customer Value:

What is a Price?-Factors to Consider When Setting Prices- Customer Perceptions of Value,
Company and Product costs, other Internal and External Considerations, Affecting Price
Decisions.

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Book Recommended :

1. Philip Kotler & Gary Armstrong : Principls of Marketing, Prentice Hall

Reference Book :

1. W.J. Stanton, Etzel & Walker : Fundamentals of Marketing, McGraw-Hill

International Book Company

Paper Code : 212305 Marks : 100 Credits : 4 Class Hours : 60

Paper Title : FINANCIAL ACCOUNTING

1. Introduction: Definition and Terms of Accounting – The Accounting Process- Accounting

Information- Accounting Systems- Financial Accounting Information- Basic Functions of
Accounting Systems- Designing and Installing Accounting System- Users of Accounting
Information- External Financial Reporting.

2. Management Accounting Information: Internal Users of Accounting Information-

Objectives of Management Accounting – Integrity of Accounting Information- Institutional
Features- Professional Organizations-Ethical Issues in Accounting.

3. Basic Financial Statements: The Accounting Equation-The effects of Business Transactions

on the Equation-Income Statement-Statement of Cash Flow.

4. The Accounting Cycle: The Ledger-The Use of Accounts- Debit and Credit Entries –
Recording Transactions in Ledger Accounts.

5. The Journal: Net Income- Retained Earnings- Revenues- Expenses- The Accrual Bans of
Accounting – Dividends- Recording Revenues and Expenses- The Trial Balance.

6. Reporting Financial Results: Adjusting Entries- Converting Assets to Expenses- The

Concept of Depreciation- Converting Liabilities to Revenue- Accruals- Final Adjusting
Entries-Adjusting Entries and Accounting Principles.

7. Preparing Financial Statements: Closing Temporary Accounts- Summary of the Closing

Process- After Closing Trial Balance- The Worksheet.

8. Accounting for Merchandising Activities: Income Statement of a Merchandising

Company- General Ledger Accounts- Perpetual Inventory Systems- Periodic Inventory
Systems.

9. Modifying an Accounting System: Transactions Relating to Purchases-Transactions

Relating to Sales- Evaluating the Performance of Merchandising.

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10. Inventories and the Cost of Goods Sold: Flow of Inventory Costs-Physical Inventories-
FIFO-LIFO- Liquidity of Inventory.

Book Recommended :

1. Meigs, Williams, Haka and Beltner : Financial Accounting, McGraw Hill Inc.

Reference Book:

1. Weygandt, Kimmel & Kieso : Accounting Principles, John Wiley & Sons Inc.

Paper Code : 212307 Marks : 100 Credits : 4 Class Hours : 60

Paper Title : PRINCIPLES OF MANAGEMENT

1. Management Science, Theory and Practice Definition of Management- It’s Managing:

Science or Art? –The elements of science- Functions of Managers- Management Principles.

2. Planning: Nature of Plans – Types of Plans- Steps in Planning- Tools and Techniques for
Planning- The Planning Process.

3. Objectives: Nature of Objectives- The Process of MBO- Setting Objectives-Benefits and

Weaknesses of MBO.

4. Decision Making: The Importance and Limitations of rational Decision Making –Search for
atternatives- Evaluation of alternatives- Selecting an alternative- Decision Making under
Certainty, uncertainty & Risk- Moderrn Approaches to Decision Making under uncertainty-
Evaluating the importance of a Decision–Decision Support Systems.

5. Organizing: Formal & Informal Organisation- Organisational Division- Organisational

Levels & the span of Management- Factors determining an effective span.

6. Organisational Stracture: Departmentation: Departmentation by simple numbers-

Departmentation by time- Departmentation by function–Departmentation by Territory-
Customer Departmentation- Process or Equipment Departmentation- Departmentation by
product- Matrix Organisation- Choosing the pattern of Departmentation.

7. Line/Staff Authority and Decentralization: Authority & Power- line and staff concepts-
Functional Authority – Benefits & Limitations of Staff – Decentralisation of Authority –
Delegation of Authority – Factors Determining the Degree of Decentralisation of Authority.

8. Leading: Human Factors in Managing-Motivation & Motivators- Motivation: The carrot and
the stick- An early Behavioral Model: McGregor’s Theory X and Theory Y- Hierarchy of
need Theory Leadership Behavior and Styles.

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9. Controlling: The Basic Control Process- Critical Control Points and Standards- Control as a
Feedback System- Requirements for Effective Control.

10. Committee and Group Decision Making: The nature of Committees- Reasons for using
Committees- Disadvantages of committees- Misuse of Committees.

Book Recommended :

1. Harold Koontz Heinz Weihrich : Management, McGraw Hill Book Company

Reference Book:

1. James A F Stonner and R Edward Freeman: Management, Prentice Hall of India Private
Limited, New Delhi.

Paper Code : 212309 Marks : 100 Credits : 4 Class Hours : 60

Paper Title : INTRODUCTION TO COMPUTER

1. Overview: What is a Computer System?, Computer Hardware, Computer Software, Types of

Computer Systems, Computing Trends: Connectivity, Online Access, Interactivity,
Connectivity, Telecommunicating, Telescoping, and E-mail and Voice Mail, Online
Information Access: Examples of Databases, Online Services and Networks, and BBSs
(Bulletin Board System), Interactivity: Multimedia Computers, TV/PC “Smart Boxes”,
Personal Digital Assistants etc.

2. Computer Hardware: Input Hardware, Processing Hardware, Storage Hardware, Output

Hardware.

3. Computer Software: Applications Software, Systems Software.

4. Information Management: Management Information Systems, How does Management

make decision?, Types of Information System, Developing and implementing a Management
Information System.

5. Purchasing and Maintaining a Microcomputer System: Purchasing a System: What to

Consider, Maintaining a System, The Environmentally Aware Computer User.

6. Practical: Operating Systems: Windows98, Word Processing: Microsoft Word,

Spreadsheet Analysis: Microsoft Excel, Presentation: Microsoft Powerpoint, Basic Hardware
& Troubleshooting, Internet & E-mail operation.

Book Recommended :

1. Sarah E. Hutchinson & Stacey C. Sawyer: Computers and Information Systems, McGraw
Hill Companies Inc.

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Reference Book:

1. Suresh K. Basandra : Computer Systems Today, Wheeler Publishing

New- Delhi

Paper Code: 211501 Marks: 100 Credits: 4 Class Hours: 60

Paper Title: History of the Emergence of Independent Bangladesh

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1| ‡`k I Rb‡Mvwôi cwiPq

K) f~ cÖK…wZi ˆewkó¨ I cÖfve
L) b„ZvwË¡K MVb
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N) ms¯‹…wZi mgš^qevw`Zv I ag©xq mnbkxjZv
O) Awfbœ evsjvi cwi‡cÖw¶‡Z ZrKvjxb c~e©e½ I eZ©gvb evsjv‡`‡ki
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2| ALÛ ¯^vaxb evsjv ivóª MV‡bi cÖqvm I Dcgnv‡`‡ki wefw³, 1947

K) Jcwb‡ewkK kvmb Avg‡j mv¤cÖ`vwqKZvi D™¢e I we¯—vi
L) jv‡nvi cÖ¯—ve, 1940
M) ALÛ ¯^vaxb evsjv ivóª MV‡bi D‡`¨vM, 1947 I cwiYwZ
N) cvwK¯—vb m„wó, 1947

3| cvwK¯—vb: ivóªxq KvVv‡gv I ˆelg¨

K) †K›`ªxq I cÖv‡`wkK KvVv‡gv
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4| fvlv Av‡›`vjb I evOvwji AvZ¥cwiPq cÖwZôv

K) gymwjg jx‡Mi kvmb I MYZvwš¿K ivRbxwZi msMÖvg
L) AvIqvgx jx‡Mi cÖwZôv, 1949
M) fvlv Av‡›`vjb: cUf~wg I NUbv cÖevn
N) nK-fvmvbx-†mvnivIqv`©xi hy³d«›U, 1954 mv‡ji wbe©vPb I cwiYwZ

5| mvgwiK kvmb: AvBqye Lvb I Bqvwnqv Lv‡bi kvmbvgj (1958-71)

K) mvgwiK kvm‡bi msÁv I ˆewkó¨
L) AvBqye Lv‡bi ¶gZv `Lj I kvm‡bi ˆewkó¨ (ivR‰bwZK wbcxob, †gŠwjK
MYZš¿, a‡g©i
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 M) AvBqye Lv‡bi cZb I Bqvwnqv Lv‡bi kvmb, GK BDwbU wejywßKiY,
mve©Rbxb †fvUvwaKvi, GjGdI (Legal Framework Order)

6| RvZxqZvev‡`i weKvk I ¯^vwaKvi Av‡›`vjb

K) mvs¯‹…wZK AvMÖvm‡bi wei“‡× cÖwZ‡iva I evOvwj ms¯‹…wZi D¾xeb
L) †kL gywReyi ingv‡bi 6-`dv Av‡›`vjb
M) 6-`dv Av‡›`vj‡bi cÖwZwµqv, ¸i“Z¡ I Zvrch©
N) AvMiZjv gvgjv, 1968

7| 1969-Gi MYAfy¨Ìvb I 11-`dv Av‡›`vjb

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8| 1970 Gi wbe©vPb, Amn‡hvM Av‡›`vjb I e½eÜzi ¯^vaxbZv †NvlYv

K) wbe©vP‡bi djvdj Ges Zv †g‡b wb‡Z †K‡›`ªi A¯^xK…wZ
L) Amn‡hvM Av‡›`vjb, e½eÜzi 7B gv‡P©i fvlY, Acv‡ikb mvP©jvBU
M) e½eÜzi ¯^vaxbZv †NvlYv I †MÖdZvi

9| gyw³hy× 1971
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gyw³evwnbx, †Mwijv I m¤§yL hy×)
N) gyw³hy‡× cÖPvi gva¨g (¯^vaxb evsjv †eZvi †K›`ª, we‡`kx cÖPvi gva¨g
I RbgZ MVb)
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Ab¨vb¨ mn‡hvMx‡`i ¯^vaxbZvwe‡ivax Kg©KvÛ I eyw×Rxex nZ¨v
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10| e½eÜz †kL gywReyi ingv‡bi kvmbKvj, 1972-1975

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History of the Emergence of Independent Bangladesh

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Introduction: Scope and description of the emergence of Independent Bangladesh.
Writing on this topic.

1. Description of the country and its people.

a. Geographical features and their influence.
b. Ethnic composition.
c. Language.
d. Cultural syncretism and religious tolerance.
e. Distinctive identity of Bangladesh in the context of undivided Bangladesh.

2. Proposal for undivided sovereign Bengal and the partition of the Sub Continent, 1947.
a. Rise of communalism under the colonial rule, Lahore Resolution 1940.
b. The proposal of Suhrawardi and Sarat Bose for undivided Bengal : consequences
c. The creation of Pakistan 1947 .

3. Pakistan: Structure of the state and disparity.

a. Central and provincial structure.
b. Influence of Military and Civil bureaucracy.
C. Economic , social and cultural disparity

4. Language Movement and quest for Bengali identity

a. Misrule by Muslim League and Struggle for democratic politics .
b. The Language Movement: context and phases .
c. United front of Haque – Vasani – Suhrawardi: election of 1954, consequences.

5. Military rule: the regimes of Ayub Khan and Yahia Khan (1958-1971)
a. Definition of military rules and its characteristics.
b. Ayub Khan’s rise to power and characteristics of his rule (Political repression, Basic democracy, Islamisation)
c. Fall of Ayub Khan and Yahia Khan’s rule (Abolition of one unit, universal suffrage, the Legal Framework
Order)

6. Rise of nationalism and the Movement for self determination .

a. Resistance against cultura l aggression and resurgence of Bengali culture.
b. Sheikh Mujibur Rahman and the six point movement
c. Reactions : Importance and significance
d . The Agortola Case 1968.

7. The mass- upsurge of 1969 and 11 point movement: background,programme and significance.

8. Election of 1970 and the Declaration of Independence by Bangobondhu

a. Election result and centres refusal to comply
b. The non co-operation movement, the 7th March , Address , Operation Searchlight
c. Declaration of Independence by Bangobondhu and his arrest

9. The war of Liberation 1971

a. Genocide, repression of women, refugees
b. Formation of Bangladesh government and proclamation of Independence
c. The spontaneous early resistance and subsequent organized resistance (Mukti Fouz, Mukti Bahini, guerillas and
the frontal warfare )

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d. Publicity Campaign in the war of Liberation (Shadhin Bangla Betar Kendra, the Campaigns abroad and
formation of public opinion )
e. Contribution of students, women and the masses (Peoples war)
f. The role of super powers and the Muslim states in the Liberation war.
g. The Anti-liberation activities of the occupation army, the Peace Committee, Al-Badar, Al-Shams, Rajakars, pro
Pakistan political parties and Pakistani Collaborators , killing of the intellectuals.
h. Trial of Bangabondhu and reaction of the World Community.
i. The contribution of India in the Liberation War
j. Formation of joint command and the Victory
k. The overall contribution of Bangabondhu in the Independence struggle.

10. The Bangabondhu Regime 1972-1975

a. Homecoming
b. Making of the constitution
c. Reconstruction of the war ravaged country
d. The murder of Bangabondhu and his family and the ideological turn-around.

mnvqK MÖš’
1. bxnvi iÄb ivq, evOvjxi BwZnvm, †`Õ R cvewjwks, KjKvZv 1402 mvj|
2. mvjvn& DwÏb Avn‡g` I Ab¨vb¨ (m¤úvw`Z), evsjv‡`‡ki gyw³ msMÖv‡gi
BwZnvm 1947-1971, AvMvgx cÖKvkbx, XvKv 2002|
3. wmivRyj Bmjvg (m¤úvw`Z), evsjv‡`‡ki BwZnvm 1704-1971, 3 LÛ,
GwkqvwUK †mvmvBwU Ae evsjv‡`k, XvKv 1992|
4. W. nvi“b-Ai-iwk`, evsjv‡`k: ivRbxwZ, miKvi I kvmbZvwš¿K Dbœqb
1757-2000, wbD GR cvewj‡KkÝ, XvKv 2001|
5. W. nvi“b-Ai-iwk`, evOvwji ivóªwPš—v I ¯^vaxb evsjv‡`‡ki Af~¨`q,
AvMvgx cÖKvkbx, XvKv 2003|
6. W. nvi“b-Ai-iwk`, e½eÜzi Amgvß AvZ¥Rxebx cybcv©V, w`
BDwbfvwm©wU †cÖm wjwg‡UW, XvKv 2013|
7. W. AvZdzj nvB wkejx I W.†gvt gvneyei ingvb, evsjv‡`‡ki mvsweavwbK
BwZnvm 1773-1972, m~eY© cÖKvkb, XvKv 2013|
8. gybZvwmi gvgyb I RqšÍ Kzgvi ivq, evsjv‡`‡ki wmwfj mgvR cÖwZôvi
msMÖvg, Aemi, XvKv 2006|
9. AvwZDi ingvb, Amn‡hvM Av‡›`vj‡bi w`b¸wj: gyw³hy‡×i cÖ¯‘wZ ce©,
mvwnZ¨ cÖKvk, XvKv 1998|

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10. W. †gvt gvneyei ingvb, evsjv‡`‡ki BwZnvm, 1905-47, Zvgªwjwc,
XvKv 2011|
11. W. †gvt gvneyei ingvb, evsjv‡`‡ki BwZnvm, 1947-1971, mgq
cÖKvkb, XvKv 2012|
12. ‰mq` Av‡bvqvi †nv‡mb, evsjv‡`‡ki ¯^vaxbZv hy‡× civkw³i
f~wgKv, Wvbv cÖKvkbx, XvKv 1982|
13. Aveyj gvj Ave`yj gywnZ, evsjv‡`k: RvwZiv‡óªi D™¢e, mvwnZ¨
cÖKvk, XvKv 2000|
14. ‡kL gywReyi ingvb, Amgvß AvZ¥Rxebx, w` BDwbfvwm©wU
†cÖm wjwg‡UW, XvKv 2012|
15. wmivR D`&`xb Avn‡g`, GKvˇii gyw³hy×: ¯^vaxb evsjv‡`‡ki
Af~¨`q, BmjvwgK dvD‡Ûkb, XvKv 2011|
16. RqšÍ Kzgvi ivq, evsjv‡`‡ki ivR‰bwZK BwZnvm, myeY© cÖKvkb,
XvKv 2010|
17. Harun-or-Roshid, The Foreshadowing of Bangladesh: Bengal Muslim League
and Muslim Politics, 1906-1947, The University Press Limited, Dhaka 2012.
18. Rounaq Jahan, Pakistan: Failure in National Integration, The University Press
Limited, Dhaka 1977.
19. Talukder Maniruzzaman, Radical Politics and the Emergence of Bangladesh,
Mowla, Brothers, Dhaka 2003.
20. ‡gmevn Kvgvj I Ckvbx PµeZx©, bv‡Pv‡ji K…lK we‡`ªvn, mgKvjxb
ivRbxwZ I Bjv wgÎ, DËiY, XvKv 2008|
21. ‡gmevn Kvgvj, Avmv` I Ebmˇii MYAfy¨Ìvb, weeZ©b, XvKv 1986|

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