SKILL ENHANCEMENT COURSES

1 Course Title DIGITAL MARKETING

2 Course Code COM-SEC-101
3 Typology of SKILL ENHANCEMENT COURSE (SEC)
Course
4 Course Duration/ 30 hours of lectures for Theory + 30 hours of practical
LTP (Lectures, (1 credit = 15 hours of theory learning based on 3 hrs./week)
Tutorials, (1 credit = 30 hours of practical based on 2 hrs./week)
Practical) (1 credit = 15 hours of tutorials based on 1 hr./week)

(1 Semester = 15 weeks)
2-groups will be created for the purpose of Practical for each unit
of B.Com

5 Credits 3 Credits
Theory + Practical = 2+1 credits
6 Max. Marks and
Time 75 Marks (60 TH + 15 IA)

4X5 + 4 X 10 = 60 Marks
1. The exam of this course will be of 3 hours duration.
2. There will be no objective type questions.

7 Course Digital Marketing and Social Media have transformed marketing and
Objectives business practice across the globe. This course provides an
understanding of the ever evolving digital landscape and examines the
strategic role of digital marketing processes and tools in designing the
overall Marketing strategy and the Digital Marketing Plan.
8 Course Outcomes Upon successful completion of the course students will be able to
learn;
CO1. Traditional Marketing and Digital Marketing
CO2. Analyze Online Micro and Macro Environment
CO3. Design and Create website
CO4. Discuss search engine and social media marketing
CO5. Create blogs, videos, and share
9 Pedagogy of the Class Room Lecture, Interactive sessions, PPT, Tutorials and Group
Course Work Discussions, Case Studies etc.
10 Instructions for Note : The question paper of each subject covering the entire course
paper setters and shall be divided into three sections
candidates Section A (20 marks) This section will have 6 short answer questions
from the entire syllabus. Students are required to attempt 4 questions
from this section. Each question will carry 5 marks; the total
weightage being 20 marks.
Section B (20 marks) This section will consist of essay type/numerical
 questions from Unit I of the syllabus. The candidate will be required to
attempt two questions out of four questions. Each question will carry
10 marks; the total weightage being 30 marks.
Section C (20 marks) This section will consist of essay type/numerical
questions from Unit II of the syllabus. The candidate will be required
to attempt two questions out of four questions. Each question will
carry 10 marks; the total weightage being 30 marks.
11 Course Content Unit – I
Digital marketing: Meaning – importance – traditional online
marketing vs digital marketing – online market place analysis Micro
Environment – Online Macro Environment - trends in digital
marketing – competitive analysis.

Unit - II
SEO: Meaning – History and growth of SEO –Importance of Search
Engine - On page Optimization – off page optimization – Role of
Search Engine Operation- google Ad words – Search Engine
Marketing: Campaign Creation – Ad Creation, Approval and
Extensions Social media and E mail Marketing.
12 Suggested  Digital Marketing for Dummies by Ryan Deiss& Russ
Readings Henneberry, publisher John Wiley first edition 2020.
 Youtility by JayBaer, Published by Gilda MedialL C Portfolio
2013,
 Epic Content Marketing by Joe Pulizzi, McGraw-Hill
Education, 2013
 New Rules of Marketing and PR byDavid
MeermanScott.Wiley, 2017
 Social Media Marketing All-in-one Dummies by
JanZimmerman, DeborahNg, John Wiley &Sons.
 Digital Marketing 2020 by Danny Star, Independently
Published, 2019

1 Course Title E-COMMERCE

2 Course Code COM-SEC-102

3 Typology of SKILL ENHANCEMENT COURSE (SEC)

Course
4 Course Duration/ 30 hours of lectures for Theory + 30 hours of practical
LTP (Lectures, (1 credit = 15 hours of theory learning based on 3 hrs./week)
Tutorials, (1 credit = 30 hours of practical based on 2 hrs./week)
Practical) (1 credit = 15 hours of tutorials based on 1 hr./week)
(1 Semester = 15 weeks)
2-groups will be created for the purpose of Practical for each unit of
 B.Com

5 Credits 3 Credits
Theory + Practical = 2+1 credits

6 Max. Marks and 75 Marks (60 TH + 15 IA)

Time 4X5 + 4 X 10 = 60 Marks
a. The exam of this course will be of 3 hours duration.
b. There will be no objective type questions.

7 Course Objectives To enable the students to become competent to understand the

mechanism for excelling in e-commerce based employments and self-
employment opportunities.

8 Course Outcomes CO1. Define and Describe E-business and its Models.
CO2. Discuss various E-business Strategies.
CO3. High degree of knowledge and application skills in the domain
of commerce and business process services.
9 Pedagogy of the Class Room Lecture, Interactive sessions, PPT, Tutorials and Group
Course Work Discussions, Case Studies etc.

10 Instructions for Note : The question paper of each subject covering the entire course
paper setters and shall be divided into three sections
candidates Section A (20 marks) This section will have 6 short answer questions
from the entire syllabus. Students are required to attempt 4 questions
from this section. Each question will carry 5 marks; the total
weightage being 20 marks.
Section B (20 marks) This section will consist of essay type/numerical
questions from Unit I of the syllabus. The candidate will be required
to attempt two questions out of four questions. Each question will
carry 10 marks; the total weightage being 30 marks.
Section C (20 marks) This section will consist of essay type/numerical
questions from Unit II of the syllabus. The candidate will be required
to attempt two questions out of four questions. Each question will
carry 10 marks; the total weightage being 30 marks.
11 Course Content UNIT - I
Introduction to E-Commerce and Definition, E-Commerce based
activities, Goals of E-Commerce, Technical Components of E-
Commerce, Functions, Advantages and disadvantages of E-
Commerce, Scope of E-Commerce, Electronic Commerce
Applications, Framework of E-Commerce, Supply Chain
Management, Electronic Commerce and Electronic Business.

Electronic business models: B2B, B2C, C2C, C2B. E –commerce,

pure online vs. brick and click business; assessing requirement for an
 online business designing, developing and deploying the system.
UNIT II
Changing Structure of Organisation – The Impact of E-Commerce on
Various Business Sectors such as Entertainment, Education, Health
Services, Publishing and Financial Services. SocioEconomic Impacts
of E-Commerce.

Electronic Payment System: Types of Payment System — E-Cash and

Currency Servers, E-Cheques, Credit Cards, Smart Cards, Electronic
Wallets and Debit Cards. Electronic Data Interchange, Digital
Signatures, Cryptography, Interoperatibility and Intercompatibility.

12 Suggested  Agarwala, Kamlesh N., AmitLal and DeekshaAgarwala,

Readings Business on the Net: An Introduction to the Whats and Hows
of E -Commerce, Macmillan India Ltd.
 Bajaj, Deobyani Nag, E-Commerce, Tata McGraw Hill
Company, New Delhi.
 Turban, E., et. al., Electronic commerce: A Managerial
Perspective, Pearson Education Asia.
 Diwan, Prag and Sunil Sharma, Electronic Commerce -A
Manager’s Guide to E-Business, Vanity Books International,
Delhi.
 Dietel, Harvey M., Dietel, Paul J., and Kate Steinbuhler., E-
business and E-commerce for managers, Pearson Education.

1 Course Title PERSONALITY DEVELOPMENT AND PROFESSIONAL

SKILLS
2 Course Code COM-SEC-103

3 Typology of SKILL ENHANCEMENT COURSE (SEC)

Course
4 Course Duration/ 45 hours of lectures for Theory (1 credit = 15 hours of theory
LTP (Lectures, learning based on 3 hrs./week)
Tutorials, (1 credit = 30 hours of practical based on 2 hrs./week)
Practical) (1 credit = 15 hours of tutorials based on 1 hr./week)
(1 Semester = 15 weeks)

5 Credits 3 Credits
Theory = 3 credits

6 Max. Marks and 75 Marks (60 TH + 15 IA)

Time 4X5 + 4 X 10 = 60 Marks
a. The exam of this course will be of 3 hours duration.
 b. There will be no objective type questions.

7 Course Objectives Today’s business context requires adaptation to change through

acquisition of new skills and abilities to seize opportunities and
improve productivity. This course deals with personality
development, creativity skills, ethics in business and help students to
acquire a range of useful strategies and other skills for enhancing their
professional effectiveness.
8 Course Outcomes CO1. Acquire the knowledge of Business communication, application
letters, resume writing, Testimonials and references.
CO2. Understand the importance, objectives, media and barriers of
communication. Further to understand the types of business letter,
duties of company secretary, preparation of Agenda and minutes.
CO3. Analyze the effectiveness of media of communication and to
make trade enquiries, execution of orders, drafting sales and circular
letters, bank and agency correspondence and company
correspondence.
CO4. Handling Interviews, managing personality traits and
developing strategies to cope with stress

9 Pedagogy of the Class Room Lecture, Interactive sessions, PPT, Tutorials and Group
Course Work Discussions, Case Studies etc.

10 Instructions for Note : The question paper of each subject covering the entire course
paper setters and shall be divided into three sections
candidates Section A (20 marks) This section will have 6 short answer questions
from the entire syllabus. Students are required to attempt 4 questions
from this section. Each question will carry 5 marks; the total
weightage being 20 marks.
Section B (20 marks) This section will consist of essay type/numerical
questions from Unit I of the syllabus. The candidate will be required
to attempt two questions out of four questions. Each question will
carry 10 marks; the total weightage being 30 marks.
Section C (20 marks) This section will consist of essay type/numerical
questions from Unit II of the syllabus. The candidate will be required
to attempt two questions out of four questions. Each question will
carry 10 marks; the total weightage being 30 marks.

11 Course Content UNIT-I

Interpersonal Skills:Components of self-concept, factors affecting

self-concept, selfmanagement techniques, forms of interpersonal
relationships, competencies and enhancing interpersonal skills.
Improving
Personal Skills: improving reading skills, problem solving skills,
creativity skills, listening skills, time management skills.
 UNIT-II
Career Development: Public speaking and presentation skills, group
discussion, types of group discussions, tips for successful
participation in GD, job interviews and it’s types, preparation and
do’s and don’ts for an interview, Resume writing and job application

Work Culture, Ethics and Stress Management: Meaning and learning

organizational culture, work environment and ethics, sources of stress
and ways to cope up with stress,
Non-Verbal Communication:Work Place Etiquettes: Personal
appearance, posture and gestures, facial expressions, conduct at the
work place, telephone and email etiquettes.
NOTE: The question paper will include short case studies in Section –
A.
12 Suggested  Chauhan, Gajendra Singh & Sharma, Sangeeta. “Soft Skills:
Readings An integrated approach to maximise personality”. (2016)
 Mitra, Barun K. “Personality Development and Soft Skills”.
(2014)
 Gallagher, Kevin. “Skills Development for Business and
Management Students”. (2012)
 Cheema, D S. “Personality Development (Mastering Soft
Skills)”. (2007)