i

Karachi University Business School

University of Karachi
Affiliated Colleges
BS Elective Courses
Table of Contents
SR. COURSE PAGE
COURSE TITLE
NO. CODE NO.
Electives for FINANCE
1 Security Analysis BA (H)–603 1
2 Portfolio Investment Management BA (H)–623 3
3 Analysis of Financial Statement BA (H)–633 4
4 Corporate Finance BA (H)–643 8
5 Risk Management BA (H)–693 13
Electives for HRM
1 Recruitment & Selection BBA–606 15
2 Performance & Appraisal Management BBA–616 16
3 Training and Development BBA–626 17
4 Change Management BBA–636 18
5 Compensation Management BBA–656 19
6 Issues in International HRM BBA–676 20
Electives for MARKETING
1 Global Marketing BA (H)–631 21
2 Retail Marketing BA (H)–641 23
3 Export Marketing BA (H)–651 25
4 Service Marketing BA (H)–661 27
5 Brand Marketing BA (H)–671 29
6 Sales Management BA (H)–681 30
7 Advertising BA (H)–701 32
8 Marketing Research BA (H)–711 35
 Page 1 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (FINANCE ELECTIVE)

Course Title : SECURITY ANALYSIS

Course Number : BA (H) – 603

Credit Hours : 03

OBJECTIVE

The below mentioned syllabus covers variety of areas pertaining to ‘equity securities’ and ‘debt
securities’ which include implementation of knowledge brought forward from previous studies in
the advance studies. On the completion of this course students would be able to conduct
valuation of companies, evaluating risk & returns, choosing investment alternatives,
understanding securities under banking policy, evaluating bonds, analyzing equity securities.

COURSE CONTENTS

1. Concepts of Securities Risk, Return & Investments

1.1. Types of securities
1.2. Types of risks
1.3. Measuring risks

2. Securities Markets and Market Mechanics

2.1. The Primary Market
2.2. The Secondary Market: The Players
2.3. The Secondary Market: The Four Components
2.4. The Secondary Market: The Transaction
2.5. Securities Markets Regulation
2.6. Other Issues

3. Valuation Theory & Concepts

3.1. The Discounted Dividends Valuation Method
3.2. Shortcut Forms of Earnings-Based Valuation
3.3. The discounted Cash Flow Model
3.4. Comparing Valuation Methods

4. Valuation Implementation
4.1. Computing a Discount Rate (WACC using various Models)
4.2. Detailed Forecasts of a Performance
4.3. Terminal Values
4.4. Computing Asset & Equity Values
4.5. Some Practical Issues in Valuation

5. Equity Security Analysis

5.1. Investor Objectives & Investment Vehicles
5.2. The Process of Comprehensive Security Analysis
5.3. Performance of Security Analysts and Fund Managers

6. Credit Analysis & Distress Prediction

6.1. Why do Firms use Debt Financing?
6.2. The Market for Credit
6.3. The Credit Analysis Process in Private Debt Markets
6.4. Financial Statement Analysis & Public Debt
6.5. Prediction of Distress and Turnaround

7. Collateral Securities Under Banking Policy:

7.1. Mortgages
7.2. Hypothecation specific & General Charges
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7.3. Pledge of Goods

7.4. Lien over accounts
7.5. Assignment of Receivables

8. Mergers & Acquisitions

8.1. Motivation for Merger or Acquisition
8.2. Acquisition Pricing
8.3. Acquisition Financing & Form of Payment
8.4. Acquisition Outcome
8.5. Synergies (Practical Scenarios post mergers out come)

9. Alternative Securities Investments

9.1. Investment Companies
9.1.1. Valuing Investment Company Shares
9.1.2. Fund Management Fees
9.1.3. Investment Strategies
9.1.4. Exchange Traded Funds

9.2. Private Equity

9.2.1. Stages of Venture Capital Investing
9.2.2. Investment Characteristics
9.2.3. Types of Liquidation/Divestment
9.2.4. Valuation & Performance Measurement

9.3. Commodity Markets

9.3.1. Commodity Futures
9.3.2. Active Investment
9.3.3. The Example of Gold
9.3.4. Commodity-Linked Securities

10. Global Bond Investing

10.1. The Global Bond Market
10.1.1. Bond Indexes
10.1.2. The International Bond Market
10.1.3. Emerging Markets & Brady Bonds

10.2. Major Differences Among Bond Markets

10.2.1. Types of Investments
10.2.2. Quotations, Day Count, and Frequency of Coupons
10.2.3. Legal and Fiscal Aspects

10.3. A Refresher on Bond Valuation

10.3.1. Zero-Coupon Bonds
10.3.2. Bond with Coupons
10.3.3. Duration and Interest Rate Sensitivity
10.3.4. Credit Spreads

10.4. Floating-Rate Notes and Structured Notes

10.4.1. Floating Rate Notes (FRNs)
10.4.2. Bull FRNs/ Bear FRNs
10.4.3. Dual-Currency Bonds
10.4.4. Currency-Option Bonds
10.4.5. Collateralized Debt Obligations (CDOs)

11. Market Efficiency

11.1. Types of Investment Analysis
11.2. The Efficient Market Hypothesis
11.3. Testing the Weak Form of the Efficient Market Hypothesis
11.4. Semistrong and Strong-Form Tests of the EMH (Anomalies)

RECOMMENDED BOOKS

1. Russell J. Fuller & James L. Farrell, Modern Investments & Security Analysis.
2. Bruno Solnik & Dennis McLeavey, Global Investments.
3. Palepu & Healy, Business Analysis & Valuation.
 Page 3 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (FINANCE ELECTIVE)

Course Title : PORTFOLIO INVESTMENT MANAGEMENT

Course Number : BA (H) – 623

Credit Hours : 03

COURSE CONTENTS

(Pre Requisites: Inferential Statistics, Microeconomic Theory, Business Finance)

1. Foundations of Portfolio Theory: Utility and Choice

2. Investment analysis: Interest rate structure and risk analysis
3. Financial market structure and institutional investment
4. Stock market operation and mechanism
5. Selection of stock and mutual funds
6. Investment Companies
7. Assets Management and Venture Capital
8. The Efficient Market Hypothesis
9. Capital Assets Pricing Model (CAPM): Assumptions and Derivations
10. Capital Assets Pricing Model (CAPM): Empirical Analysis
11. Capital Assets Pricing Model (CAPM): Non Standard Forms
12. Arbitrage Price Theory
13. Contemporary issues in Equities Portfolios: I
14. Contemporary issues in Equities Portfolios: II

RECOMMENDED BOOKS

Core
1. Elton and Gruber,Portfolio Management and Investment Analysis
2. Chen F. Lee; J.E. Finnert and D.M. Wort, Security Analysis and Portfolio
Management

Supplementary
1. Zeljko Sevic, Accounting and Finance in Transition (Volume: I): London:
Greenwich University Press, 2004
 Page 4 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (FINANCE ELECTIVE)

Course Title : ANALYSIS OF FINANCIAL STATEMENT

Course Number : BA (H) – 633

Credit Hours : 03

COURSE CONTENTS

1. Overview of Financial Reporting an Financial Statement Analysis

1.1. Overview of Financial Statement Analysis
1.2. Identify the Industry Economic Characteristics
1.3. Tools for Studying Industry Economics
1.4. Value Chain Analysis
1.5. Porter’s Five Forces Classification
1.6. Economic Attributes Framework
1.7. Identify the Company Strategy
1.8. Framework for Strategy Analysis
1.9. Asses the Quality of the Financial Statements
1.10. Balance Sheet – Measuring Financial Position
1.11. Income Statement – Measuring Operating Performance
1.12. Statement of Cash Flows
1.13. Summary of Financial Statements and Notes
1.14. Analyze Profitability and Risk
1.15. Tools of Profitability and Risk Analysis
1.16. Value the Firm
1.17. Role of Financial Statement Analysis in an Efficient Capital Market

2. Asset and Liability Valuation and Income Measurement

2.1. Asset and Liability Valuation
2.2. Historical Value: Acquisition Cost
2.3. Historical Value: Adjusted Acquisition Cost
2.4. Historical Value: Present Value of Cash Flows Using
2.5. Historical Interest Rates
2.6. Current Values: Current replacement Cost
2.7. Current Values: Net Realizable Value
2.8. Current Values: Present Value of Cash Flows
2.9. Using Current Interest rates
2.10. GAAP Valuations
2.11. Income Recognition
2.12. Treatment 1: Value Changes Recognized on the Balance Sheet and Income
Statement When realized

3. Income Flows Versus Cash Flows

3.1. Key Relationships in the Dynamic of a Business
3.2. Income Flows, Cash Flows and Life Cycle relations
3.3. Net Income and Cash Flow from Operations
3.4. Investing and Financing Activities
3.5. Illustrations of Cash Flow Relations
3.6. Preparing the Statement of Cash Flows
3.7. Algebraic Formulation
3.8. Classifying Changes in Balance Sheet Accounts
3.9. Illustration of the Preparation Procedure

4. Profitability Analysis
4.1. Profitability Analysis
4.2. Rate of Return on Assets
4.3. Disaggregating ROA
 Page 5 of 36

4.4. Economic and Strategic Factors in the Interpretation of ROA

4.5. Analyzing the Profit margin for ROA
4.6. Analyzing Total Assets Turnover
4.7. Supplementing ROAs in Profitability Analysis
4.8. Rate of Return on Common Shareholders’ Equity
4.9. Earnings Per Common Share
4.10. Calculating EPS
4.11. Criticisms of EPS
4.12. Interpreting Financial Statement Rations
4.13. Comparisons with Corresponding Ratios of Earlier Periods
4.14. Comparisons with Corresponding Ratios of Other Firms

5. Risk Analysis
5.1. Framework for Risk Analysis
5.2. Analyzing Short-term Liquidity Risk
5.3. Analyzing Long-term Solvency Risk
5.4. Analyzing Credit Risk
5.5. Analyzing Bankruptcy Risk
5.6. The Bankruptcy Process
5.7. Models of Bankruptcy Prediction
5.8. Synthesis of Bankruptcy Prediction research
5.9. Market Equity Beta Risk
5.10. Financial reporting manipulation Risk
5.11. Motivation for Earnings Manipulation
5.12. Empirical Research on Earnings Manipulation
5.13. Application of Beneish’s Model to Sunbeam Corporation
5.14. Summary of Income manipulation Risk

6. Quality of Accounting Information and Adjustments to Reported Financial

Statement Data
6.1. Accounting Quality
6.2. High Quality Reflects Economic Information Content
6.3. High Quality Signals Earnings Persistence Over Time
6.4. Discontinued Operations
6.5. Extraordinary Items
6.6. Changes in Accounting Principles
6.7. Items of Other Comprehensive Income
6.8. Impairment Losses on Long-lived Assets
6.9. Restricting and Other Charges
6.10. Changes in Estimates
6.11. Gains and Losses from Peripheral Activities
6.12. Restated Financial Statement Data
6.13. Account Classification Difference
6.14. Financial reporting Worldwide
6.15. Warnings Management
6.16. Accounting for Fixed Assets
6.17. Fixed Asset Valuation
6.18. Depreciable Life
6.19. Depreciation Method
6.20. Impairment of Fixed Assets
6.21. Persistent Earnings and Fixed Asset Reporting
6.22. Accounting for Intangible Assets
6.23. Accounting for Research and Development Costs
6.24. Accounting for Software Development Costs
6.25. Accounting for Goodwill
6.26. Persistent Earnings and Intangible Asset Reporting
6.27. Valuing Intangibles – Is it Possible?

7. Liability Recognition and Related Expenses

7.1. Principles of Liability Recognition
7.2. Principles of Liability Valuation
7.3. Application of Criteria for Liability Recognition
7.4. Controversial Issues in Liability recognition
7.5. Issuance of Hybrid Securities
7.6. Off-Balance-Sheet Financing Arrangements Leases
 Page 6 of 36

7.7. Operating Lease Method

7.8. Capital Lease Method
7.9. Choosing the Accounting Method Effects on Lessor
7.10. Lease Accounting for tax Purposes
7.11. Converting Operating Leases to Capital Leases
7.12. Impact of Accounting for Operating Leases as Capital Leases
7.13. Derivative Instruments
7.14. Nature and Use of Derivative Instruments
7.15. Accounting for Derivatives

8. Forecasting Pro-Forma Financial Statements

8.1. Overview
8.2. Introduction to Forecasting
8.3. Preparing Pro-Forma Financial Statements
8.4. General Forecasting Principles
8.5. Six-Step Forecasting Game Plan
8.6. Practical Tips for Implementing the Six-Step Game Plan
8.7. Using FSAP to Prepare Pro-Forma Financial Statements
8.8. Project Sales and Other revenues
8.9. Projecting Sales
8.10. Projecting Other revenues
8.11. Project Operating Expenses
8.12. Project the Assets on the Balance Sheet
8.13. Project Liabilities and Shareholders’ Equity
8.14. Project Interest Expense, Interest Income, Income Tax Expense, and the Change
in Retained Earnings
8.15. Closing the Loops: Solving for Co-Determined Variables
8.16. Projecting the Statement of Cash Flows
8.17. Shortcut Approaches to Forecasting
8.18. Analyzing Pro-Forma Financial Statements
8.19. Sensitivity Analysis and Reactions to Announcements Summary

9. Foundations of Ratios and Financial Analysis

9.1. Purpose and Use of Ratios
9.2. Ratios: Cautionary Notes
9.3. Common-Size Statements
9.4. Discussion of Ratio by Category
9.4.1. Activity Analysis
9.4.2. Liquidity Analysis
9.4.3. Long term Debt and Solvency Analysis
9.5. Ratios: An Integrated Analysis
9.5.1. Analysis of Firm Performance
9.5.2. Economics Characteristics and Strategies
9.5.3. Classification and Partitioning or Ratios
9.5.4. Ratios: Pattern of Disclosure, Definition and Use

10. Empirical Research: Implication for Financial Statement Analysis

10.1. The Classical Approach
10.2. Market Based Research
10.3. Efficient Market Theory
10.4. Modern Portfolio Theory
10.5. Test of the Mechanistic Hypothesis versus the EMH
10.6. The Ball and Brown Study
10.7. Information Content Studies
10.8. The Relationship b/w Earning and Stocks Return
10.9. Market Based Research-Current Status
10.10. Market Anomalies
10.11. Positive Accounting Research
10.12. Disclosure and Regulatory Requirements
10.13. Agency Theory
10.14. Direction of Current Research
10.15. Ball and Brown Revisited-Back to the Future
10.16. Implication for Financial Statements Analysis
 Page 7 of 36

11. Analysis of Inventories

11.1. Inventory and Cost of Goods Sold: Basic Relationships
11.2. Scenario 1: Stable Prices
11.3. Scenario 2: rising Prices
11.4. Comparison of Information Provide by Alternative Method
11.5. Balance Sheet Information: Inventory Accounts
11.6. Income Statements Information: Cost of Goods Sold
11.7. LIFO Versus FIFO: Income, Cash Flow and Working Capital Effects
11.8. Adjustment from LIFO to FIFO
11.9. Adjustment of Inventory Balances
11.10. Adjustment of Cost of Goods Sold
11.11. Adjustment of Income to Current Cost Income
11.12. Financial Ratios: FIFO Versus LIFO
11.13. Profitability: Gross Profit Margin
11.14. Liquidity: Working Capital
11.15. Activity: Inventory Turn Over
11.16. Solvency: Debt to Equity
11.17. LIFO: Reporting and Measurement Issues
11.18. Initial Adoption or Change to LIFO
11.19. LIFO Liquidation
11.20. Declining Prices
11.21. LIFO and Interim Reporting
11.22. LIFO Inventory Method

12. Analysis of Long Lived Assets

12.1. Acquiring the Asset: The Capitalization Decision
12.2. Conceptual Issues
12.3. Financial Statement Effects
12.4. Need for Analytic Adjustments
12.5. Valuation Implications
12.6. Other Valuation and Economic Consequences

13. Analysis of Income Taxes

13.1. Accounting for Income Taxes
13.2. Basic Issues
13.3. Deferred taxes: Alternative Approaches

14. Analysis of Financing Liabilities

14.1. Balance Sheets Debt
14.2. Current Liabilities
14.3. Long Term Debt
14.4. Debt with Equity Features
14.5. Effect of Changes in Interest Rates
14.6. Retirement of Debt Prior to Maturity

RECOMMENDED BOOKS

1. White, Sondhi, Fried: The Analysis and Use of Financial Statements

2. Stickney, Brown, Wahlen: Financial Reporting and Statement Analysis 5th Edition
3. Charles H. Gibson:Financial Reporting Analysis10th Edition
 Page 8 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (FINANCE ELECTIVE)

Course Title : CORPORATE FINANCE

Course Number : BA (H) – 643

Credit Hours : 03

COURSE CONTENTS

1. The Financial Environment

1.1. The Flow of Savings to Corporations
1.1.1. The Stock Market
1.1.2. Other Financial Markets
1.1.3. Financial Intermediaries
1.1.4. Financial Institutions
1.1.5. Total Financing of U.S. Corporations
1.2. Functions of Financial Markets and Intermediaries
1.2.1. Transporting Cash Across Time
1.2.2. Liquidity
1.2.3. The Payment Mechanism
1.2.4. Reducing Risk
1.2.5. Information Provided to Financial Markets
1.2.6. The Opportunity Cost of Capital

2. The Time Value of Money

2.1. Future Values and Compound Interest
2.2. Present Values
2.2.1. Finding the Interest Rate
2.3. Multiple Cash Flows
2.3.1. Future Value of Multiple Cash Flows
2.3.2. Present Value of Multiple cash Flows
2.4. Level Cash Flows Perpetuities and Annuities
2.4.1. How to Value Perpetuities
2.4.2. How to Value Annuities
2.4.3. Annuities Due
2.4.4. Future Value of an Annuity
2.5. Inflation and the Time Value of Money
2.5.1. Real versus Nominal Cash Flows
2.5.2. Inflation and Interest Rates
2.5.3. Valuing Real Cash Payments
2.5.4. Real or Nominal
2.6. Effective Annual Interest Rates

3. Valuing Bonds
3.1. Bond Characteristics
3.1.1. Reading the Financial Pages
3.2. Bond Prices and Yields
3.2.1. How Bond Prices Vary with Interest Rates
3.2.2. Yield to Maturity versus Current Yield
3.2.3. Rate of Return
3.2.4. Interest Rate Risk
3.2.5. The Yield Curve
3.2.6. Normal and Real Rate of Interest
3.2.7. Default Risk
3.2.8. Variation in Corporate Bonds
 Page 9 of 36

4. Valuing Stocks
4.1. Stocks and Stock Market
4.1.1. Reading the Stock Market Listings
4.2. Book Values, Liquidation Values, and Market Values
4.3. Valuing Common Stocks
4.3.1. Today’s Price and Tomorrow’s Price
4.3.2. The Dividend Discount Model
4.4. Simplifying the Dividend Discount Model
4.4.1. The Dividend Discount Model with no Growth
4.4.2. The Constant – Growth Dividend Discount Model
4.4.3. Estimating Expected Rates of Returns
4.4.4. Non-constant Growth
4.5. Growth Stocks and Income Stocks
4.5.1. The Price Earning Ratio
4.5.2. Valuing Entire Businesses
4.6. There are No Free Lunches on Wall Street
4.6.1. Method 1 : Technical Analysis
4.6.2. Method 2 : Fundamental Analysis
4.6.3. A Theory to Fit The Facts
4.7. Behavioral Finance and the Rise and Fall of the Dot.Coms

5. Net Present Value and Other Investment Criteria

5.1. Net Present Value
5.1.1. A Comment on Risk and Present Value
5.1.2. Valuing Long Live Projects
5.2. Other Investment Criteria
5.2.1. Payback
5.2.2. Internal Rate of Returns
5.2.3. A Closer Look and the Rate of Return Rule
5.2.4. Calculating the Rate of Return for Long Lived Projects
5.2.5. A Word of Caution
5.2.6. Some Pitfalls with the Internal Rate of Return Rule
5.3. Mutually Exclusive Projects
5.3.1. Investment Timing
5.3.2. Long versus Short Lived Equipment
5.3.3. Replacing an Old Machine
5.3.4. Mutually Exclusive Projects and the IRR Rule
5.4. Capital Rationing
5.4.1. Soft Rationing
5.4.2. Hard Rationing
5.4.3. Pitfalls of the Profitability Index
5.5. A Last Look

6. Using Discounted Cash Flow Analysis to Make Investment Decisions

6.1. Discount Cash Flows, Not Profits
6.2. Discount Incremental Cash Flows
6.2.1. Include all Indirect Effect
6.2.2. Forget Sunk Costs
6.2.3. Include Opportunity Cost
6.2.4. Recognize the Investment in Working Capital
6.2.5. Beware of Allocated Overhead Costs
6.3. Discount Nominal Cash Flows by the Nominal Cost of Capital
6.4. Separate Investment and Financing Decisions
6.5. Calculating Cash Flow
6.5.1. Capital Investment
6.5.2. Investment in Working Capital
6.5.3. Cash Flow from Operations

7. Project Analysis
7.1. How Firms Organize the Investment Process
7.1.1. Stage One : The Capital Budget
7.1.2. Stage Two : Project Authorizations
7.1.3. Problems and Some Solutions
 Page 10 of 36

7.2. Some “What – If” Questions

7.2.1. Sensitivity Analysis
7.2.2. Scenario Analysis
7.3. Break Even Analysis
7.3.1. Accounting Break Even Analysis
7.3.2. Economic Value Added and Break Even Analysis
7.3.3. Operating Leverage
7.4. Real Options and the Value of Flexibility
7.4.1. The Option to Expand
7.4.2. A Second Real Option : The Option to Abounded
7.4.3. A Third Real Option : The Timing Option
7.4.4. A Fourth Real Option : Flexible Production Facilities

8. Introduction to Risk, Return, and the Opportunity Cost of Capital

8.1. Rate of Return: A Review
8.2. A Century of Capital Market History
8.2.1. Market Indexes
8.2.2. The Historical Record
8.2.3. Using Historical Evidence to estimate Today’s Cost of Capital
8.3. Measuring Risk
8.3.1. Variance and Standard Deviation
8.3.2. A Note on Calculating Variance
8.3.3. Measuring the variance in Stock Return
8.4. Risk and Diversification
8.4.1. Diversification
8.4.2. Asset versus Portfolio Risk
8.4.3. Market Risk versus Unique Risk
8.5. Thinking about Risk
8.5.1. Message 1 : Some Risk look Big and Dangerous but Really are Diversifiable
8.5.2. Message 2 : Market Risk are Macro Risks
8.5.3. Message 3 : Risk can be Measured

9. Risk, Return and Capital Budgeting

9.1. Measuring Market Risk
9.1.1. Measuring Beta
9.1.2. Betas for Amazon.com and Exxon Mobile
9.1.3. Portfolio Betas
9.2. Risk and Return
9.2.1. Why the CAPM works
9.2.2. The Security Market Line
9.2.3. How Well does the CAPM work?
9.2.4. Using the CAPM to estimated expected Return
9.3. Capital Budgeting and Project Risk
9.3.1. Company versus Project Risk
9.3.2. Determinant of Project Risk
9.3.3. Don’t add Fudge Factors to Discount Rates

10. The Cost of Capital

10.1. Geothermal Cost of Capital
10.2. The Weighted-Average Cost of Capital
10.2.1. Calculating Company Cost of Capital as a Weighted Average
10.2.2. Market versus Book Weights
10.2.3. Taxes and the Weighted-Average Costs of Capital
10.2.4. What If There Are Three (or More) Sources of Financing?
10.2.5. Wrapping up Geothermal
10.2.6. Checking our Logic
10.3. Measuring Capital Structure
10.4. Calculating the Required Rate of Returns
10.4.1. The Expected Return on Bonds
10.4.2. The Expected Return on Common Stock
10.4.3. The Expected Return on Preferred Stock
10.5. Calculating the Weighted Average Cost of Capital
10.5.1. Real Company WACCs
10.6. Interpreting the Weighted Average Cost of Capital
10.6.1. When You Can and Can’t Use WACC
 Page 11 of 36

10.6.2. Some Common Mistakes

10.6.3. How Changing Capital Structure Affects Expected Returns
10.6.4. What happens When the Corporate Tax Rate Is Not Zero

11. An Overview of Corporate Financing

11.1. Creating Value with Financing Decisions
11.2. Common Stock
11.2.1. Ownership of the Corporation
11.2.2. Voting Procedures
11.2.3. Classes of Stock
11.3. Preferred Stocks
11.4. Corporate Debt
11.4.1. Debt Comes in Many Forms
11.4.2. Innovation in the Debt Market

12. Debt Policy

12.1. How Borrowing Affects Values in a Tax Free Economy
12.1.1. MM’s Argument
12.1.2. How Borrowing Affects Earnings Per Share
12.1.3. How Borrowing Affects Risk and Return
12.1.4. Debt and the Cost of Equity
12.2. Capital Structure and Corporate Taxes
12.2.1. Debt and Taxes of River Cruises
12.2.2. How Interest Tax Shields Contribute to the Value of Stockholders’ Equity
12.2.3. Corporate Taxes and the Weighted Average Cost of Capital
12.2.4. The implications of Corporate Taxes for Capital Structure
12.3. Costs of Financial Distress
12.3.1. Bankruptcy Costs
12.3.2. Financial Distress without Bankruptcy
12.3.3. Cost of Distress Vary with Type of Asset
12.4. Explaining Financing Choices
12.4.1. The Trade-off Theory
12.4.2. A Pecking Order Theory
12.4.3. The Two Forces of Financial Stock

13. Dividend Policy

13.1. How Dividends are Paid
13.1.1. Cash Dividends
13.1.2. Some Legal Limitations on Dividends
13.1.3. Stock Dividends and Stock Splits
13.2. Share Repurchase
13.2.1. The Role of Share Repurchases
13.2.2. Repurchases and Share Valuation
13.3. How Do Companies Decide on Dividend Payments?
13.4. Why Dividend Policy Should Not Matter
13.4.1. Dividends Policy is Irrelevant in Competitive Markets
13.4.2. The Assumptions behind Dividend Irrelevance
13.5. Why Dividends May Increase Firm Value
13.5.1. Market Imperfections
13.5.2. Dividends as Signals
13.6. Why Dividends May reduce Firm Value
13.6.1. Why Pay any Dividends at All?
13.6.2. Taxation of Dividends and Capital Gains under Current Tax Law

14. Financial Planning

14.1. What is Financial Planning
14.1.1. Financial Planning Focuses on the Big Picture
14.1.2. Why Build Financial Plans?
14.2. Financial Planning Models
14.2.1. Components of a Financial Planning Model
14.2.2. An example of a Planning Model
14.2.3. An Improved Model
14.3. Planners Beware
14.3.1. Pitfalls in Model Design
14.3.2. The Assumption in Percentage of Sales Models
 Page 12 of 36

14.3.3. The Role of Financial Planning Models

15. Working Capital Management and Short-Term Planning

16. Cash and Inventory Management

17. Credit Management and Bankruptcy

RECOMMENDED BOOKS

1. Brealey Myers Marcus: Fundamentals of Corporate Finance 4th Edition Irwin Mc-Graw
Hill
 Page 13 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (FINANCE ELECTIVE)

Course Title : RISK MANAGEMENT

Course Number : BA (H) – 693

Credit Hours : 03

OBJECTIVE

1. To provide students with a comprehensive perspective on risk management tools and

techniques;
2. To develop analytical and integrative thinking in understanding and implementing the
risk management practices.
3. To arouse the sense of business through an experiential approach, especially in the
completion of assignments.
4. To practice communication skills intertwined with risk management topics.
5. To strengthen the creativity of students.

COURSE CONTENTS

1. Risk Management Control And Evaluation

1.1. Meaning, Nature And Types Of Risks;
1.2. Identification Of Risks Of An Organisation;
1.3. Methods Of Measuring, Assessing And Control Risks;
1.4. Evaluation Of Risk Management Strategies;
1.5. Assessing And Managing Risks;
1.6. Minimising The Risks Of Fraud And Application Of Appropriate Audit Techniques;
1.7. Minimising Political Risks; Principles Of Diversification Of Risks;
1.8. Issues Related To Management’s Risk Policy;
1.9. Risk Assessment Procedures And Success Of Information About The Entity And
Its Environment, Revision Of Risk Assessment.

2. Financial Risk Management

2.1. Risk and the management of the firm.
2.2. The markets.
2.3. Market mechanisms and efficiency.
2.4. Interest-rate risk.
2.5. Currency risk.
2.6. Equity and commodity price risk.
2.7. The behaviour of asset prices.
2.8. Quantifying financial risks.
2.9. Financial methods for measuring risk.
2.10. Qualitative approaches to risk assessment.

3. Credit Risk Management

3.1. Introduction to credit risk management
3.2. Understanding financial statements
3.3. Ratio analysis
3.4. Expert and ratio systems
3.5. Credit scoring and modelling default
3.6. Market-based credit models
3.7. Market default models
3.8. Managing credit risk in a corporate environment
3.9. Financial distress
3.10. Bankruptcy
3.11. Stress Testing
 Page 14 of 36

SBP Guidelines for Risk Management

Basel Committee Capital Adequacy Framework
(Basel I, II and Basel III)
SBP Guidelines for implementation of Basel

Comparative Analysis and Risk Management in Islamic Banking and Conventional Banks

RECOMMENDED BOOKS

Core
1. Michel Crouhy, Robert Mark, Dan Galai, Risk Management, Mc-Graw-Hill
2. David McNamee, Business Risk Assessment,The Institute of Internal Auditors USA.

Supplementary
1. Don M. Chance, An Introduction to Derivatives and Risk Management, 6th Edition
 Page 15 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BBA FINAL YEAR (HR ELECTIVE)

Course Title : RECRUITMENT & SELECTION

Course Number : BBA – 606

Credit Hours : 03

OBJECTIVE
The underpinning Objective of the course is widen the spectrum of thought of the participants
so that they are able to exercise greater choice in the approach to recruit & select right person
for a right job.

They will be able to understand the appropriateness of each of the available resources
dependent upon the type of job being considered and the constraints under which the
organization operates.

COURSE CONTENTS
1. Introduction
1.1. Significant of Recruitment & Selection Process
1.2. Overview of Human Resource Planning
1.3. Impact of HRP on Recruitment & Selection

2. Recruitment
2.1. Definition
2.2. Aims of Recruitment
2.3. Distinction between Recruitment and Selection
2.4. Constraints in Recruitment Process

3. Recruitment Channels
3.1. Internal Recruitment Channels
3.2. External Recruitment Channels

4. Selection
4.1. Definition & Meaning
4.2. Aims and Objectives of Selection Process
4.3. Challenges in Selection Functions

5. Selection Process
5.1. Overview of Selection Process
5.2. Steps in Selection Process
5.3. Tools of Selection Process

6. Analysis of Selection Tools

6.1. Interview
6.2. Types of Interview
6.3. Errors of Interview as Selection Tool
6.4. Tests and its types as Selection Tool
6.5. Reliability and Validity of Test

RECOMMENDED BOOKS
1. Werther, W. B. & Denis, K. Human Resources & Personnel Management, McGraw–Hill,
London, 2006.
2. Poole, G. & Warner, M., The Handbook of Human Resource Management, London,
Thomson Business Press, 2008.
3. Heplemen, Herbert G. Personal / Human Resource Management, McGraw–Hill, London,
2002.
 Page 16 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BBA FINAL YEAR (HR ELECTIVE)

PERFORMANCE & APPRAISAL
Course Title :
MANAGEMENT
Course Number : BBA – 616

Credit Hours : 03

COURSE CONTENTS

1. The Foundations of Performance Management

1.1. Performance Management – Definition, Concerns and Scopes
1.2. The Management of Performance
1.3. The Essence of Performance Management

2. Performance Management in Action

2.1. The IPD Performance Management Survey
2.2. Performance Management in Practice

3. The Application of Performance Management

3.1. Performance Management and Development
3.2. Performance Management and Pay
3.3. Performance Management for Teams

4. Performance Management Processes

4.1. Measuring Performance
4.2. Agreeing Objectives and Performance Standards
4.3. Competence and Competency Analysis
4.4. 360–Degree Feedback
4.5. Conducting Performance and Development Reviews
4.6. Coaching and Counseling

5. Developing and Maintaining Performance Management

5.1. Introducing Performance Management
5.2. Learning about Performance Management
5.3. Evaluating Performance Management

6. Global Performance Management for International Assignees and Foreign

Managers
6.1. Purpose and Challenges to Managerial and Employee and Performance
Management in the Global Enterprise
6.2. Link of Performance Management to the Management of International Assignees
and Foreign Manager
6.3. Overcome the Challenges and Improve International Performance System

7. Conclusions
7.1. The Reality of Performance Management

RECOMMENDED BOOKS
1. Michael Armstrong. Angela Baron., Performance Management – The New Realities,
Cormwell Press, 1998 – 2000.
2. Richard S. Williams, Performance Management, Thomson, London.
3. Srinivas R. Kandula, Performance Management – Strategies, Interventions, Drivers, (1st
Edition), Prentice–Hall. USA, 2006.
 Page 17 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BBA FINAL YEAR (HR ELECTIVE)

Course Title : TRAINING AND DEVELOPMENT

Course Number : BBA – 626

Credit Hours : 03

COURSE CONTENTS

1. Introduction to Employee Training and Development

2. Strategic Training

3. Need Assessment

4. Learning: Theories and Program Design

5. Transfer of Training

6. Training Evaluation

7. Traditional Training Methods

8. E–Learning and Use of Technology in Training

9. Employee Development

10. Special Issues in Training and Employee Development

11. Careers and Career Management

12. Special Challenges I Career Management

13. The Future of Training and Development

RECOMMENDED BOOKS
1. Raymond A. Noe. Employee Training and Development, (4th Edition), 2009.
2. A. Landale. Advanced Techniques for Training and Development, (1st Edition), Infinity
Books, India.
3. Tapomoy Deb. Training and Development – Concepts and Applications, Ane Book India.
Ane’s Students Edition, 2009.
4. P. Nick Blanchard. James W. Thacker. Effective Training – System, Strategies and
Practices, (3rd Edition), Prentice Hall, USA, 2003.
 Page 18 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BBA FINAL YEAR (HR ELECTIVE)

Course Title : CHANGE MANAGEMENT

Course Number : BBA – 636

Credit Hours : 03

OBJECTIVE

Objective of this subject is to enable the future managers & change agents to successfully
manage change.

COURSE CONTENTS

1. Defining Change Management

2. Cycle and Phases of Change
3. Dynamics of Change
4. Exploring Myths surrounding Change Management
5. Key Elements in Change Management
6. Why Manage Change?
7. Process of Successful Change Management
8. Scope of Change Management
9. Ten Guiding Principles of Change Management
10. Transmission Management
11. Managing Hard Side of Change
12. Rationalizing Resistance to Change
13. Role of Different Change Agents
14. Reactive vs. Proactive Approach to Change
15. Reinforcing Change
16. Cultural Change Management
17. Personal Change Management
18. Change Management in Government
19. Personal Change Management
20. The “ADKAR” Model
21. Change Triangle
22. Training & Learning for Change Management

RECOMMENDED BOOKS
1. Bernard Burner, Managing Change, (2nd Edition), Pitman Publishing.
2. Sarah Cook. Steve Macaulay & Hilary Coldicott, Change Management Excellence, (1st
Edition), Kogan Page.
3. Carnall, C., Managing Change in Organization, London Prentice Hall, 2007.
 Page 19 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BBA FINAL YEAR (HR ELECTIVE)

Course Title : COMPENSATION MANAGEMENT

Course Number : BBA – 656

Credit Hours : 03

COURSE CONTENTS

1. Strategic Compensation: A Components of Human Resource System

2. Strategic Compensation in Action: Strategic Analysis and Contextual Factors

3. Contextual Influences on Compensation Practice

4. Traditional Bases for Pay: Seniority and Merit

5. Incentive Pay

6. Person Focused Pay

7. Building Internally Consistent Compensation System

8. Building Market–Competitive Compensation Systems

9. Building Pay Structures that Recognizes Individual Contributions

10. Legally Required Benefits

11. Discretionary Benefits

12. International Compensation

13. Compensating Executives

14. Compensating the Flexible Workforce: Contingent Employees and Flexible Work

Schedules

RECOMMENDED BOOKS
1. Joseph J. Martochio, Strategic Compensation – A Human Resource Management
Approach, (3rd Edition), Pearson Education.
2. Milkovich & Newman, Compensation, (8th Edition), McGraw–Hill, USA.
3. B. R. Ellig, Executive Compensation – A Total Pay Perspective, McGraw–Hill, USA, 2006.
4. M. J. Deluca, Hand Book of Compensation Management, Prentice Hall, USA, 2009.
 Page 20 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BBA FINAL YEAR (HR ELECTIVE)

Course Title : ISSUES IN INTERNATIONAL HRM

Course Number : BBA – 676

Credit Hours : 03

OBJECTIVE

The aim of this course is to create awareness among the students about ideas and issues of
International Human Resource Management. It will help to create better understanding with
international human resource management that how Multi National Company’s are engaged in
business activities beyond its natural boundaries.

COURSE CONTENTS

1. Mining of International Human Resources Management, Scope and Significance of

International Human Resource Management.

2. Approaches to International Human Resource Management.

3. Variables that Moderate Difference between Domestic and International Human

Resource Management.

4. Linking Human Resource to International Expansion Strategies.

5. International Recruitment and Selection.

6. Multinational Performance Management

7. Expatriate Training.

8. Developing into Staff and Multinational Teams.

9. Objectives and Approaches to International Corporation.

10. Repatriation Process.

11. Issues, Challenges in International Human Resource Management.

RECOMMENDED BOOKS
1. Gannan M. J., Understanding Global Cultures, Metaphysical Journey’s Through 17
Countries, Thousand Oaks, 1994.
2. Ian Beandwell and Len Holden, Human Resource Management, Macmillan, India Ltd.
New Delhi, 2003.
3. J. D. Dunn, Management Personnel Manpower and Organizational Behavior, McGraw–
Hill Book Co. New York, 2009.
4. Kontz and O, Donnel, Principles of Management, McGraw–Hill, Book Company, New
York, 2007.
 Page 21 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (MARKETING ELECTIVE)

Course Title : GLOBAL MARKETING

Course Number : BA (H) – 631

Credit Hours : 03

Text Book: Global Marketing by Micheal R. Czinkota, Ilkka A. Ronkainen

References: Relevant Journals, Magazines and News Papers for Current Developments.

OBJECTIVE

1. To understand the changing trends in global marketing due to fierce competition from
all corners of the world.
2. To understand that marketing is now a world encompassing discipline.
3. To study that how do global marketing integrates the important societal dimensions of
diversity, environmental concern, ethics and economic transformation.
4. To understand the emphasis global marketing has on the cultural and geographic
dimensions in conjunction in with their effect on marketing management.
5. To understand how it covers the entire range of international marketing including start-
up operations and new entry considerations.

TOPICS TO BE COVERED:

Part I AN OVERVIEW

1. The Global Marketing Imperative

1.1. What Global Marketing is?
1.2. Importance of World Trade.
1.3. Opportunities and challenges in Global Marketing

Part II THE GLOBAL MARKETING ENVIRONMENT

2. The Cultural Environment

2.1. Culture Defined
2.2. The Elements of Culture
2.3. Sources of Cultural Knowledge
2.4. Cultural Analysis

3. Policies and Law

4. Economic and Financial Dimensions

4.1. Market Characteristics, Financial Dimensions

5. Transition in Global Marketing

Part III DEVELOPING GLOBAL READINESS

6. Building the Knowledge Base

6.1. Determining Secondary Information requirements.
6.2. Analyzing and Interpreting Secondary Data
6.3. International Information System
 Page 22 of 36

8. Globalization
8.1. Globalization Drivers
8.2. Global Strategic Planning Process

9. Market Entry
9.1. Motivations to Internationalize
9.2. Change Agents
9.3. Export Development Stages
9.4. Exporter Concern
9.5. Corporate Strategy and Exporting
9.6. Market Entry Alternatives

10. Global Expansion

10.1. Foreign Direct Investments
10.2. Major Foreign Investors
10.3. Management Contract

Part IV GLOBAL MARKETING STRATEGY

11. Global Product Management

11.1. The Market Environment
11.2. Product Characteristics

12. Global Services Marketing

13. Managing Global Channel Relations

13.1. Channel Design
13.2. Selection of Intermediaries
13.3. Channel Management

14. Global Pricing Strategies

14.1. Price Dynamics
14.2. Transfer Pricing
14.3. Pricing within Individual Markets
14.4. Pricing Coordination

15. Global Promotional Strategies

15.1. Planning Promotional Campaigns
15.2. Other Promotional Elements

16. The Future

16.1. Global Marketing Environment
16.2. Careers in Global Marketing

Note: The course study be related to Pakistan’s role, advantages, and drawbacks in context
with Global Marketing.
 Page 23 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (MARKETING ELECTIVE)

Course Title : RETAIL MARKETING

Course Number : BA (H) – 641

Credit Hours : 03

COURSE CONTENTS

1. An Introduction to Retail Marketing

1.1. The marketing Role of the Retailer
1.2. The Wheel of Retailing
1.3. The Essence of Successful Retailing

2. Shopping Behavior
2.1. The SOR Model of Buyer Behavior
2.2. Developing the SOR Model for a Retailing Setting
2.3. Task Definition and Psychological State
2.4. The Temporal Perspective
2.5. Shopper Types
2.6. Purchase Behavior

3. Key Marketing Factors in Retailing

3.1. Location and Perceived Image
3.2. Internal Environment and Core Product
3.3. In-Store-Stimuli
3.4. Relationship Issues and Building Customer Loyalty

4. Retail Location
4.1. Classification of Location
4.2. The location Decision Process

5. Retail Image: Positioning and Reputation

5.1. Retail Image and Positioning
5.2. Branding of Retail Stores
5.3. Brand Image and Retail Expansion
5.4. Building Strong Brands
5.5. Brand Positioning and Competition

6. Store Design
6.1. The Design Element
6.2. The Social Element
6.3. The Ambient Element

7. Retail Assortment
7.1. Assortment Planning
7.2. The Decision Process

8. Retail Pricing
8.1. Shopper Value Evaluation
8.2. Retailer’s Financial Consideration
8.3. Competitors Issues
8.4. Pricing Objectives
8.5. Pricing Strategies
8.6. Tactical Pricing
 Page 24 of 36

9. Retail Promotion
9.1. The Retail Promotional Mix
9.2. Sales Promotion
9.3. Point-of-Sale Display
9.4. Advertising
9.5. Direct marketing
9.6. Public Relations
9.7. Personal Selling
9.8. The Retail Sale

10. Customer Service as Satisfaction and as Competitive Advantage in Retailing

10.1. What are Services?
10.2. What do Customers Want?
10.3. Designing Appropriate Services and Setting Monitoring Standards
10.4. Delivering and Performing the Service Properly
10.5. Ensuring That the Promises Made to Customers Are Met

11. Customer Loyalty and Related Issues

11.1. Relationship Marketing
11.2. Building Relationships and Customer Relationship marketing
11.3. Customer Retention in a Retail Context
11.4. What is Loyalty?
11.5. Customer Loyalty Schemes: Do They Really Work?

12. Customer Care and Handling Complaints

12.1. Learning from Losing a Customer
12.2. Communicating with Unhappy Customers
12.3. How to Handle Complaints

13. Retail Demand management

13.1. An Input – Output Retail Demand Management Model
13.2. Outcomes of Input – Output Retail Demand Management Model
13.3. Crowding
13.4. Retail Demand Management Tactics

14. Strategic Aspects of Retailing

14.1. Competitive Positioning in a Retail marketplace
14.2. Managing Customers Strategically
14.3. Competencies and Capabilities

RECOMMENDED BOOKS

1. Malcolm Sullivan. Dennis Adcock. Retail Marketing Thomson. 2006.

2. A. Halborg. R. Ross. Marketing Principles and Practice Pitman Publishing. 3rd Edition.
3. Adcock D.G.Marketing Strategies for Competitive Advantage Wiley,
 Page 25 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (MARKETING ELECTIVE)

Course Title : EXPORT MARKETING

Course Number : BA (H) – 651

Credit Hours : 03

COURSE CONTENTS

1. Export Marketing Definition and Strategies

1.1. Market Definition and Segmentation
1.2. Market Expansion/selection process, procedure and strategy
1.3. Foreign Market Portfolio: Techniques and Analysis

2. Information for International marketing Decisions

2.1. Sources of Information
2.2. Assessing Market Potential
2.3. Export Marketing Research
2.4. Using the Internet and E-mail for Data Collection

3. Market Entry Strategies

3.1. Entry as a Channel Decision
3.2. Entry as a Strategy
3.3. Factors Influencing Choice of Entry Mode
3.4. Managing the Channel
3.5. Selecting the Entry Mode
3.6. Using Free Areas

4. Export Entry Modes

4.1. Indirect Export
4.2. Direct Export
4.3. The Internet and E-Commerce
4.4. Gray Market Exporting

5. Nonexport Entry Modes

5.1. Alternative Modes of Entry
5.2. Manufacturing Facilities
5.3. Assembly Operations
5.4. Strategic Alliances
5.5. Choosing Between Alternatives

6. Product Decisions
6.1. Product Policy
6.2. Product Planning and Development
6.3. Product Mix Decisions
6.4. Standardization vs. Adaptation
6.5. Packing
6.6. Banding Issues

7. Pricing Decisions
7.1. Determinants of an Export Price
7.2. Fundamental Export Pricing strategy
7.3. Relation of Export to Domestic Price Policies
7.4. Currency Issues
7.5. The Price Quotation
7.6. Transfer Pricing
 Page 26 of 36

8. Financing and Methods of Payment

8.1. Export Financing Methods and Terms of Payment
8.2. Payment/Financing Procedures
8.3. Export Credit Insurance
8.4. Countertrade

9. Promotion and Marketing Communication

9.1. Export marketing Promotion and Communication Decision
9.2. Alternative Techniques f Promotion
9.3. Standardization or Adaptation?
9.4. Advertising Transference
9.5. Management Issues

10. The Export Order and Physical Distribution

10.1. Handling the Export Order
10.2. Physical Distribution
10.3. Structure of International Physical Distribution
10.4. A Concluding Comment

11. Organization of International marketing Activities

11.1. Main Consideration of Being Organized Internationally
11.2. Organizational Structures

RECOMMENDED BOOKS

1. Gerald Albaum. Edwin Duerr. Jesper Strandskov, International Marketing and Export
Management, Pearson Education., Fifth Edition
2. L.F. Walls. K.B. Dulat, Exporting: From Start to Finance, McGraw Hill Third Edition
3. S. Paliwoda. T, The Essence of International Marketing, Prentice Hall.
 Page 27 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (MARKETING ELECTIVE)

Course Title : SERVICE MARKETING

Course Number : BA (H) – 661

Credit Hours : 03

OBJECTIVE

The objective of this course is to describe that the service marketing is different from goods
marketing. It is expected that students will find the subject most challenging. The focus is on
learning those aspects that are different from the strategies and tools used in product
marketing. The course purpose is to explain the need for special services marketing concepts
and practices. Development of strong customer relationships through quality services are at the
heart of this course. The topics covered are equally applicable to organizations whose core
product is service, such as, banks, transportation companies, hotels, hospitals, educational,
institution, etc.

COURSE CONTENTS

PART I

1. Introduction To Services
1.1. What are Services?
1.2. Tangibility Spectrum
1.3. Trends in the Service Sector

2. Why Service Marketing?

2.1. A Service Based Economy
2.2. Service as a Business Imperative in Manufacturing
2.3. Service Marketing is Different

3. Differences in Goods Versus Services Marketing

3.1. Intangibility
3.2. Heterogeneity
3.3. Simultaneous Production and Consumption
3.4. Perishatability
3.5. The Service Marketing Triangle
3.6. The Service Marketing Mix
3.7. Traditional Marketing Mix
3.8. Expanded Mix for Services

4. Service and Technology

4.1. Potential for New Service Offerings
4.2. Technology Spotlight: The Changing Face of Customer Service
4.3. Internet is a Service

5. The Gaps Model of Service Quality

PART II

1. Focus On Customer
1.1. Consumer Behavior in Services
1.2. Consumer Experience
1.3. Post Experience Evaluation
1.4. Understanding Differences Among Consumers
 Page 28 of 36

2. Customer Expectations of Service

2.1. Meaning and Type of Services
2.2. Factors that Influence Customer Expectations of Service
2.3. Issues Involving Customer Service Expectations

PART III

1. Listening to Customer Requirement

1.1. Understanding Customer Expectations Through Market Research
1.2. Technology Spotlight
1.3. Building Customer Relationships Through Segmentation and Retention Strategies
1.4. Service Recovery

PART IV

1. Delivering and Performing Service

1.1. Employees’ Role in Service Delivery
1.2. Delivering Services Through Intermediaries
1.3. Customer Role in Service Delivery
1.4. Managing Demand and Capacity
1.5. International Services Marketing

PART V

1. Managing Service Promises

1.1. Role of Advertising, Personal Selling and Other Communication
1.2. Pricing of Services
1.3. The Physical Evidence of Service

RECOMMENDED BOOKS

1. Zeithaml, Valarice A. Bitner, Mary JO, and Gremler, Dwayne D.: Service Marketing,
McGraw-Hill, New York, NY. 2006.
2. E. Arnold, L. Price and G. Zin Khan: Consumer, New York: McGraw-Hill 2004.
3. J. L. Heskett, W. E. Sasser and L. A. Schlesninger: The Service Profit Chain New York:
Free Press, 1997
4. L. L. Berry and A Parasuraman: Marketing Services, New York: Free Press 1991.
5. Related Articles from National / International Journals
 Page 29 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (MARKETING ELECTIVE)

Course Title : BRAND MARKETING

Course Number : BA (H) – 671

Credit Hours : 03

COURSE CONTENTS

1. Understanding Branding
1.1. What is a Brand
1.2. The Financial and Social Values of Brand
1.3. What makes Brand Great?
1.4. The Power of Brand
1.5. Branding the Principles of Marketing

2. Identifying and Establishing Brand Positioning

2.1. Customer Based Brand Equity
2.2. Brand Positioning and Brand Creation
2.3. Visual and Verbal identity
2.4. Brand Communication
2.5. Brand Protection

3. Planning and Implementing Brand Marketing Programs

3.1. Choosing Brand Elements to Build Brand Equity
3.2. Designing Marketing Programs to Build Brand Equity
3.3. Integrity Marketing Communication to BBE

4. The Scope of a Brand – Brand Stretching

4.1. The Level of a Brand – Corporate or Product Brand
4.2. The Extent of a Brand: Brand Stretching
4.3. Criteria in Line Extension Discussions
4.4. Designing and implementing Branding Strategies

5. Measuring and Interpreting Brand Performance

5.1. Developing a Brand Equity Measurement and Management System
5.2. Measuring Sources of Brand Equity: Capturing Customer Mind-Set
5.3. Measuring Outcomes of Brand Equity: Capturing Market Performance

6. The Globalization of Brands

6.1. Is the World Becoming One Big Market?
6.2. The Elements of the Globalization Decision
6.3. Internationalism: An Alternative of Globalization

RECOMMENDED BOOKS

1. Kevin Lane Keller: Strategic Brand Management, Pearson Prentice Hall, New Delhi,
India. 2008
2. David Arnold: The Handbook of Brand Management, Addison Wesley Putlishing
Company
3. Rita Clifton and John Simmons: Brand and Branding Profile Book Ltd., South Asian Edition
2009
 Page 30 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (MARKETING ELECTIVE)

Course Title : SALES MANAGEMENT

Course Number : BA (H) – 681

Credit Hours : 03

OBJECTIVE

It is desired that the subject covers should be able to impart the students’ knowledge of the job
of Sales Management and how personal selling is related to it. How the sales effort should be
planned, budgets made and forecast prepared, also include in the course material is the
technique of developing the sales force including its training and developments and the type of
incentives that can be offered to motivate the sales force.

COURSE CONTENTS

1. Job of Sales Management

1.1. The Nature of Personal Selling
1.2. Changes in Selling
1.3. Personal Selling in the Marketing Mix
1.4. Dimensions of Sales Management

2. Preliminary Steps in the Selling Process

2.1. Prospecting
2.2. Identifying Prospects
2.3. Qualifying Prospects
2.4. Preparing

3. Advanced Steps in the Selling Process

3.1. Approach
3.2. Probing for Needs
3.3. Convincing the Prospect
3.4. Handling Objections
3.5. Closing
3.6. Follow-up

4. Territory Development and Time Management

4.1. The Nature of Territory Development
4.2. Sales Territory Design
4.3. Procedures for Developing Territories
4.4. Operating the Territory Management System
4.5. Time Management

5. Sales Management Environment

5.1. The Social and Cultural Environment
5.2. The Technological Environment
5.3. The Economic Environment
5.4. The Competitive Environment
5.5. The Political and Legal Environment

6. Sales Management Planning

6.1. The Nature and Importance of Sales Planning
6.2. Sales Planning in the Corporate Context
6.3. Information for Sales Planning
6.4. Sales Intelligence
6.5. Using the Marketing Information System
6.6. The Sales Management Planning Process
 Page 31 of 36

6.7. The Analysis Phase

6.8. Setting Sales Objectives
6.9. Formulating Sales Strategies
6.10. Tactical Decisions
6.11. Sales Plan Implementation
6.12. The Control Phase

7. Sales Forecasting
7.1. Sales Forecasting Procedures
7.2. Qualitative Methods
7.3. Quantitative Methods
7.4. Managing the Forecasting Function

8. Sales Budgeting
8.1. Type of Budgets
8.2. Determining the Budget Level
8.3. Sales Budgeting Procedure
8.4. Practice of Sales Budgeting

9. Organization of the Sales Force

9.1. Tasks of the Sales Organization
9.2. Developing a Sales Organization
9.3. Basic Types of Sales Organization

10. Sales Personnel Planning & Recruiting

10.1. Quantitative Requirements Used in Sales Personnel Planning
10.2. Qualitative Requirements Used in Sales Personnel Planning
10.3. Sales Recruiting Guidelines
10.4. Sources of Sales Recruit

11. Sales Leadership, Training & Development

11.1. The Essence of Sales Leadership
11.2. Sales Leadership and Cooperation
11.3. The Sales Manager’s Leadership Roles
11.4. Individual Leadership Skills
11.5. Reasons for Training Sales Personnel
11.6. Designing a Formal Sales Training Program
11.7. Evaluation and Follow-up

12. Sales Incentives & Compensation

12.1. Types of Incentives
12.2. Sales Contest
12.3. Sales Meeting and Conventions
12.4. Sales Compensation Trends
12.5. Developing a Compensation Plan

RECOMMENDED BOOKS

1. Eugine M. Johnson, David L. Kurtz, Eberhard E. Scheuing: Sales Management published

by McGraw Hill Latest Edition.
 Page 32 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (MARKETING ELECTIVE)

Course Title
: ADVERTISING
Course Code
: BA (H) – 701
Credit Hours
: 03

OBJECTIVE

Management of Advertising and Promotion Plan. This requires the study of several things.
Selling a commodity or service inevitably requires a promotion strategy and planning even
before production of a commodity starts. Advertising has certain machines. One of these
detailed plans are concerned and decided by the management staff. A large part of machines
are carried out advertising agencies. These have their own limits or accounts and benefits of
the promotion and advertising.

COURSE CONTENTS

1. The Dimension of Advertising

1.1. What is Advertising?
1.2. The Human Communication Process: Applying the Communication Process in
Advertising.
1.3. Marketing: Determining the Types of Advertising to Use
1.4. What is Marketing?
1.5. Identifying Target Markets and Target Audiences
1.6. Implementing Marketing Strategy
1.7. Integrating Marketing Strategy
1.8. Integrating Marketing

2. The Scope of Advertising: From Local to Global

2.1. The Advertising Industry
2.2. The Organizations in Advertising
2.3. The People in Advertising
2.4. The Advisers (The Client)
2.5. Local Advertising
2.6. Regional, National and Translational Advertisers
2.7. The Advertising Agency
2.8. Types of Advertising Agencies
2.9. The Client / Agency Relationship

3. Marketing and Consumer Behavior: The Foundations of Advertising

3.1. The Larger Marketing Context of Advertising
3.2. The Relationship of Marketing to Advertising
3.3. Consumer Needs and Product Utility
3.4. The Importance of Knowing the Consumer
3.5. The Consumer Decision Making Process
3.6. Exchanges, Perception and Satisfaction
3.7. Interpersonal Influences on Consumer Behavior
3.8. Non-personal Influences on Consumer Behavior
3.9. The Purchase Decision and Post Purchase Evaluation
 Page 33 of 36

4. Market Segmentation and the Marketing Mix

4.1. The Market Segmentation Process
4.2. Segmenting the Customer Market
4.3. The Target Marketing Process
4.4. Advertising and the Product Element
4.5. Advertising and the Price Element
4.6. Advertising and the Communication Element
4.7. The Marketing Mix in Perspective

5. Inputs to Advertising Planning

5.1. Need for Research in Marketing & Advertising
5.2. Applying Research to Advertising Decision Making
5.3. Steps in Research Process

6. Marketing and Advertising Planning

6.1. The Marketing Plan
6.2. Relationship Marketing
6.3. The importance of Relationships
6.4. Levels of Relationship
6.5. The Advertising Plan
6.6. Receiving the Marketing Plan
6.7. Setting the Advertising Objectives
6.8. Advertising Strategy and Creative Mix
6.9. Allocating Funds for Advertising
6.10. Advertising an Investment to Future Sales
6.11. Methods of Allocating Funds

7. Relationship Building: Direct Marketing Personal Selling and Sales Promotion

7.1. The Importance of Relationship Marketing
7.2. Understanding Direct Marketing
7.3. The Role & Drawbacks of Direct Marketing
7.4. Types of Direct Marketing Activities
7.5. Direct Sales & Direct Response Advertising
7.6. Personal Selling the Human Medium
7.7. Types, Advantages & Drawbacks of Personal Selling
7.8. The positive and Negative Effective of Sales Promotion
7.9. Sales Promotion Strategies and Tactics

8. Relationship Building: Public Relations, Sponsorship and Corporate

Advertising
8.1. The Role of Public Relations
8.2. The Difference between Advertising and Public Relations
8.3. Public Relations Planning and Research
8.4. Public Relations Tolls
8.5. Sponsorships and Event
8.6. Benefits & Drawbacks of Sponsorship
8.7. Types of Sponsorship
8.8. Corporate / Institutional Sponsorship
8.9. Public Relations Advertising

9. Creative Strategy and Creative Process

9.1. The Creative Team
9.2. What Makes Great Advertising?
9.3. Formulating Advertising Strategy
9.4. How Creativity Enhances Advertising
9.5. What is Creativity?
9.6. The Role of Creativity in Advertising
9.7. Understanding Creativity Thinking
9.8. The Creativity Process
9.9. The Explorer Role: Gathering Information
9.10. The Artist Role: Developing and Implementing the Big Idea
 Page 34 of 36

10. Using Advertising Media

10.1. Managing the Advertising Production Process
10.2. The Radio Commercial Production Process
10.3. The Television Commercial Production Process
10.4. Producing Advertising for Digital Media
10.5. Using Print Media
10.6. The Digital Interactive Media
10.7. Out of Home & Exhibit Media

RECOMMENDED BOOKS

1. William E Arens: Contemporary Advertising, International Edition, National Book

Foundation
2. Thill, Dovel and Wood: Advertising Excellence McGraw-Hill Inc. 1995 5th Edition
3. Courtland L., Richard Irwin: Advertising, 2nd Edition, 1986
4. William, Macmillan: Products Services and Ideas Latest Edition
 Page 35 of 36

KARACHI UNIVERSITY BUSINESS SCHOOL

UNIVERSITY OF KARACHI

BS FINAL YEAR (MARKETING ELECTIVE)

Course Title : MARKETING RESEARCH

Course Number : BA (H) – 711

Credit Hours : 03

OBJECTIVE

To provide a perspective to on a marketing decision making process with a deeper inside of

market mechanism and characteristics along with an understanding of the research
methodologies to be used for this purpose.

Case histories, class discussions and examples of practical research exercises will also be
included to augment the understanding of the subject.

COURSE CONTENTS

1. The Marketing Research System

1.1. Examples of Marketing Research
1.2. The Marketing System
1.3. The Marketing Management Process
1.4. What Organization Do
1.5. Marketing Research Defined
1.6. Basic and Applied Research
1.7. The Research Process
1.8. Errors in Marketing Research

2. The Decision to Undertake Research

2.1. Types of Research
2.2. Preliminary Steps in the Decision Making Process
2.3. Preliminary considerations for conducting conclusive research
2.4. The Management-Research Relationship

3. Research Design and Data Sources

3.1. Research Design
3.2. Data Sources
3.3. Marketing Decision Support System

4. Secondary Data
4.1. Role of Secondary Data
4.2. Library Sources of Secondary Data

5. The Basics of Sampling

5.1. Sampling: An Introduction
5.2. Sampling Procedures

6. Simple Random Sampling and Sample Size

6.1. Simple Random Sampling
6.2. The Determination of Sample Size

7. More Complex Sampling Procedures

7.1. Stratified Sampling
7.2. Cluster Sampling
7.3. Systematic Sampling
7.4. Area Sampling
7.5. Random-Digit Dialing
7.6. Sample size
 Page 36 of 36

7.7. Managerial Summary of Sampling

8. The Measurement Process

8.1. Measurement in marketing
8.2. Difficulty of measurement
8.3. Concepts of Validity and Reliability

9. Attitude Measurement
9.1. Importance of Attitudes in Marketing
9.2. Nature of Attitudes
9.3. Attitude-Scaling Procedures

10. Designing Data Collection Forms

10.1. Importance of Questionnaire
10.2. Questionnaire Components
10.3. Questionnaire Design
10.4. Observational Forms

11. Data Processing

11.1. Some Basic Concepts
11.2. Data Processing Flow
11.3. Alternative Processing Flow

12. Univariate Data Analysis

12.1. Overview of Data Analysis Procedures
12.2. Overview of Univariate Data Analysis Procedures
12.3. Descriptive Statistics
12.4. Hypothesis Testing
12.5. Inferential Statistics

RECOMMENDED BOOKS

1. Thomas C. Kinnear, James R. Taylor; Marketing Research, An Applied Approach;

McGraw-Hill International Editions, Latest Edition.