RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY

(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

STRATEGIC MANAGEMENT Code: KMBN 301
Course Objectives: To have a clear understanding of the key concepts and principles of strategic
management. To provide the nature and dynamics of the strategy formulation and implementation
processes. To encourages student to think critically and strategically.

UNIT 1: Introduction: meaning nature, scope, & importance of strategy; Model of strategic management,
Strategic Decision-Making Process. Corporate Governance: Composition of board, Roles & Responsibilities of
board of directors, Corporate Governance Trends, Corporate Social Responsibility. Case Studies and Latest
Updates.
UNIT 2: Environmental Scanning: Understanding the Macro Environment: PESTEL Analysis, Industrial
Organization & the Structure Conduct Performance approach, Porter’s Five Forces Model, Understanding the
Micro Environment: Resource Based View Analysis, VRIO Framework, Using resources to gain Competitive
advantage & its sustainability, Value Chain Analysis. Case Studies and Latest Updates.
UNIT 3: Strategy Formulation: Situational Analysis using SWOT approach Business Strategies: Competitive
Strategy: - Cost Leadership, Differentiation & Focus, Cooperative Strategy: - Collusion & Strategic Alliances
Corporate Strategies: Directional Strategy: Growth strategies, Stability Strategies & Retrenchment Strategies.
Corporate Parenting Functional Strategies: Marketing, Financial, R&D, Operations, Purchasing, Logistics,
HRM & IT. The sourcing decision: Outsourcing & off shoring Case Studies and Latest Updates.
Unit 4: Strategy Choice and Analysis: Scenario Analysis Process, Tools & Techniques of strategic Analysis:
BCG Matrix, Ansoff Grid, GE Nine Cell Planning Grid, McKinsey’s 7’S framework. Case Studies and Latest
Updates. Strategy implementation: Developing Programs, Budget and Procedures, Stages of Corporate
Development, Organizational Life cycle, Organizational Structures: Matrix, Network & Modular/Cellular;
Reengineering & Strategy implementation, Leadership and corporate culture, Case Studies and Latest Updates.
Unit 5: Strategy Evaluation & Control: Evaluation & Control process, Measuring performance: types of
controls, activity based costing, enterprise risk management, primary measures of corporate performance,
balance scorecard approach to measure key Performance, responsibility centers, Benchmarking, Problems in
measuring Performance & Guidelines for proper control. Strategic Audit of Corporation, Case Studies and
Latest Updates.
Suggested Readings:
1. Wheelen Thomas; Concepts in Strategic Management & Business Policy, Pearson Education,
2. Stewart Clegg, Chris Carter, & Jochen Schweitzer : Strategy - Theory and Practice.
3. Kazmi, Azhar; Business Policy and Strategic Management; McGraw-Hill Education.
4. Thomson, Arthur A.; Strategic Management: Concept and Cases; McGraw Hill Education,
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

INNOVATION & ENTREPRENEURSHIP Code: KMBN302

Course Objectives: The purpose is to expose the student to the basic concepts of entrepreneurship,
functions of entrepreneurs. To provide insights to students in converting an Idea to an opportunity
& develop understanding of various funding sources for a startup. To understand the role of
innovation and technical change in enterprise and global level economic performance. To
understand the technological, human, economic, social and other dimensions of innovation

Unit 1: Innovation: Meaning, difference between innovation and creativity, Innovation types & Platforms,
Business Model Innovation, Service Innovation, Design-led innovation, Improvisation, Large firm Vs. Start-up
innovation, Co-creation and open innovation, developing an innovation strategy, Sources of innovation,
Innovation Environment, Creative Destruction
Unit 2: Entrepreneurship: Meaning, definition and concept, Factors affecting entrepreneurship, characteristics
and skills of an entrepreneur, entrepreneur v/s manager. Concept of intrapreneurship, types of entrepreneurs,
functions of entrepreneur, entrepreneurial decisionprocess, challenges faced by entrepreneurs and changing
role of entrepreneur. Women enterprises, social, and rural entrepreneurship
Unit 3: Entrepreneurial Finance, Assistance and Entrepreneurial Development Agencies: Estimating financial
funds requirement; Sources of finance – banks, & financial institutions, financing of small-scale industries in
developing countries. Role of central government and state government in promoting entrepreneurship with
various incentives, subsidies, grants, export oriented units – fiscal & tax concessions, other government
initiatives and inclusive entrepreneurial growth. Overview of MSME policy of government in India, Role of
agencies assisting entrepreneurship: DICs, SSIs, NSICs, EDIINIESBUD, NEDB, Entrepreneurship
Development Institute (EDI). New initiatives taken by government to promote entrepreneurship
Unit 4: From Idea to opportunity: Idea generation- sources and methods, identification and classification of
ideas. Individual creativity: idea to business opportunity, Opportunity assessment, Process of New Venture and
its Challenges, Venture capital, Angel investing, Crowd funding Developing a Business Plan: Business
Planning Process: elements of business planning, preparation of project plan, components of an ideal business
plan – market plan, financial plan, operational plan, and, Feasibility Analysis – aspects and methods: Economic
analysis, financial analysis, market-, and technological feasibility.
Unit 5: Launching a New Venture: Steps involved in launching a business (Process charts), Various Forms of
business ownership, Registration of business units; start-up to going IPO; revival, exit and end to a venture.
Suggested Readings
1. Mitra, Jay: The Business of Innovation, 2017, SAGE Publishing
2. Kumar, Arya; Entrepreneurship; Pearson Education.
3. Desai, Vasant; Dynamics of Entrepreneurial Development and Management; Himalaya Publishing
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

UNIVERSAL HUMAN VALUES AND PROFESSIONAL ETHICS Code: KVE 303

UNIT-1: Course Introduction- Need, Basic Guidelines, Content & Process for Value Education Understanding the need,
basic guidelines, content and process for Value Education, Self Exploration–what is it? - its content and process; ‘Natural
Acceptance’ and Experiential Validation- as the mechanism for self-exploration, Continuous Happiness and Prosperity-
A look at basic Human Aspirations, Right understanding, Relationship and Physical Facilities- the basic requirements for
fulfillment of aspirations of every human being with their correct priority, Understanding Happiness and Prosperity, A
critical appraisal of the current scenario, Method to fulfill the above human aspirations: understanding and living in
harmony at various levels.
UNIT-2: Understanding Harmony in the Human Being - Harmony in Myself Understanding human being as a co-
existence of the sentient ‘I’ and the material ‘Body’, Understanding the needs of Self (‘I’) & ‘Body’ - Sukh & Suvidha,
Understanding the Body as an instrument of ‘I’ (I being the doer, seer & enjoyer), Understanding the characteristics &
activities of ‘I’ and harmony in ‘I’, Understanding the harmony of I with the Body: Sanyam & Swasthya; correct
appraisal of Physical needs, meaning of Prosperity in detail, Programs to ensure Sanyam & Swasthya.
UNIT-3: Understanding Harmony in the Family & Society- Harmony in Human, Human Relationship Understanding
harmony in the Family- the basic unit of human interaction , Understanding values in human-human relationship;
meaning of Nyaya & program for its fulfillment to ensure Ubhaytripti; Trust and Respect as the foundational values,
meaning of Vishwas; Difference between intention & competence, Understanding the meaning of Samman, Difference
between respect & differentiation; the other salient values in relationship, Understanding the harmony in the society
(society being an extension of family): Samadhan, Samridhi, Abhay, Sah-astitva as comprehensive Human Goals,
Visualizing a universal harmonious order in society- Undivided Society (Akhand Samaj), Universal Order (Sarvabhaum
Vyawastha )- from family to world family!.
UNIT-4: Understanding Harmony in the Nature and Existence - Whole existence as Coexistence Understanding the
harmony in the Nature, Interconnectedness and mutual fulfillment among the four orders of nature- recyclability and
self-regulation in nature, Understanding Existence as Coexistence (Sah-astitva) of mutually interacting units in all-
pervasive space, Holistic perception of harmony at all levels of existence.
UNIT-5: Implications of the above Holistic Understanding of Harmony on Professional Ethics Natural acceptance of
human values, Definitiveness of Ethical Human Conduct, Basis for Humanistic Education, Humanistic Constitution and
Humanistic Universal Order, Competence in Professional Ethics: a) Ability to utilize the professional competence for
augmenting universal human order, b) Ability to identify the scope and characteristics of people-friendly and eco
friendly production systems, technologies and management models, Case studies of typical holistic technologies,
management models and production systems, Strategy for transition from the present state to Universal Human Order: a)
At the level of individual: as socially and ecologically responsible engineers, technologists and managers, b) At the level
of society: as mutually enriching institutions and organizations
Suggested Readings
1. R R Gaur, G P Bagaria, 2009, A Foundation Course in Human Values and Professional Ethics.
2. A N Tripathy, 2003, Human Values, New Age International Publishers.
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)
TALENT MANAGEMENT Code: KMBNHR01
Course objective: This course focuses on the attraction, acquisition, and retention of talent in
organizations. A clear understanding of talent management and its linkage with organizational
strategy and other HR practices. To provide the understanding of acquiring and retaining the talent
in the organization. In addition, the course will cover the negotiation problems that managers may
face in decision-making processes; for example, the hiring negotiation, the promotion negotiation,
the firing decision, and HR-relevant cross-cultural negotiation issues.

Unit 1: Introduction to Talent Management: Concept, Meaning & Objectives, Role of Talent Management in
building Sustainable Competitive Advantage to a firm; Key Processes of Talent Management: Recruitment,
Selection, Human Resource Planning, Retention, Talent vs. Knowledge, Consequences of Failure in Managing
Talent, Identifying and Assessing HighPotential Talent: Current Organizational Practices . Case Studies
Unit 2: Talent Acquisition: Job Analysis, Questionnaires, Interviews, Developing job Description & Job
Specification, Attracting and Recruiting the best Talents, Strategic Trends in Talent Acquisition, Talent
acquisition management solutions. HR Planning for Talent Management: Process (using MS-Excel and
quantitative tools), Evaluation of factors affecting HR Planning, Strategic view of Recruitment & Selection.
Case Studies
Unit 3: Recruitment and Selection Process: Introduction, Sources of Recruitment, Use of Assessment Centers,
Selection Errors & Minimizing Selection Errors, Reliability & Validity of Selection Tests, Choosing suitable
types of Interviews, Formulating a recruitment strategy for senior level executives. Employee Engagement:
Process and outcomes of Employee Engagement, Ways of Achieving Employee Engagement; Talent
Development: Need Analysis, Knowledge Management, Competency Development and Developing
Leadership Talent. Case Studies
Unit 4: Employee Retention: Comprehensive approach to Employees Retention, Managing Voluntary
Turnover, Dealing with Job Withdrawal; Strategic Compensation plan for Talent Engagement: Defining the
Elements of Total Rewards, Integrated Rewards Philosophy, Designing Integrated Rewards, Sustainable Talent
Management and Reward Model. , Career and Succession Planning. Case Studies
Unit 5: Emerging Trends in HR: Human Resource Audits, Human Resource Information System (HRIS),
Human Resource Accounting (HRA), Business Process Re-engineering, Contemporary Talent Management
Issues and Challenges. Case Studies
Suggested Readings:
1. Gowri Joshi & Veena Vohra, Talent Management, Cengage Learning
2. Mamta Mohapatra & Swati Dhir, Talent Management, SAGE Publishing India
3. Rob Silzer, Ben E. Dowell, Strategy-Driven Talent Management: A Leadership Imperative, Wiley
4. K.Aswathappa – Human Resources and Personnel Management, Tata McGraw Hill
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

EMPLOYEE RELATIONS AND LABOR LAWS Code: KMBN HR 02

Course Objectives: To Provide conceptual framework of Industrial Relation. To make students
aware with the Indian Labor legislation. To make students aware with the basic requirements and
mandate of labor legislations. To help the students to understand the existing framework of
Industrial Relation and Labor legislation.

Unit 1: Employee Relations Management & Industrial Relation: Introduction and Importance of Employee
Relations, Employee Relations Management Tools, Approaches to Understand IR, the Trends of Industrial
Relations in India, Factors Leading the Present State of Industrial Relations, Impact of Globalization on the
Liberalized Economy Emerging challenges of IR in India, Linking Industrial Relations with economic growth
of a country, Trade Unionism: Development of trade unionism, functions, type and structure of trade union,
Why Employees Join Trade Unions , Trade Unions in the Eyes of the Management, Politics and Trade Unions,
Outside Leadership of Trade Unions problems & suggestive remedial measures of trade unions, The Trade
Unions Act 1926: Objective, Recognition and registration, Industrial Democracy & Participative Management.
Case Studies
Unit2: Collective Bargaining: Significance, types & procedure of Collective bargaining Discipline: The
Industrial Employment (Standing Orders) Act 1961, Misconduct, Disciplinary Action, Types of Punishments,
Code of Discipline, Domestic Enquiry, Grievance Handling in IR: Grievance Settlement Procedure, Industrial
Disputes, Preventive & Settlement Machinery in India. Employee Participation and Empowerment: Objectives,
Employee Participation, Advantages of Employee Participation, Employee Participation in India, Methods of
Participation, Employee Empowerment. Case Studies
Unit 3: The Factories Act, 1948 & The Factories (Amendment) Bill, 2016 & The shop & Establishment Act
1948, The Payment of Wages Act, 1923 and amendment in 2020, The Workmen’s compensation Act, 1972
The Industrial Disputes Act, 1947
Unit 4: The Payment of Minimum wages act 1936, The Contract Labor (Abolition & regulative) act The ESI
Act, 1948 and latest amendments ,The Trade unions act, 1926 & Amendment Bill, 2019, Child Labour
(Prohibition & Regulation) Act, 1986 and its latest amendment,
Unit 5: The payment of Bonus Act, 1965 &, The payment of Gratuity Act, 1972 & its amendment 2018 ,The
Maternity Benefit Act, 1961 Employee’s Provident fund & Miscellaneous Provisions Act, 1952 .
Suggested Readings:
1. Srivastava SC - Industrial Relations and Labor Laws (Vikas,)
2. Gupta, Parul – Industrial Relations and Labor laws, SAGE Publishing India
3. Monappa Arun, “Industrial Relations and Labor laws”, Tata McGraw Hill Edition, New Delhi,
4. D. P Sahoo: Employee Relations Management - Texts and Cases, SAGE Publishing India
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

CONSUMER BEHAVIOR & MARKETING COMMUNICATION Code: KMBNMK01

Course Objectives: To understand consumer behavior and consumer decision making process. To
define external and internal influences on buying behavior. To provide an understanding of
integrated marketing communications & its influences on other marketing functions and other
promotional activities. Help to understand what advertising is and its role in advertising and brand
promotion. Understand the importance of message design and the creativity involved in message
designing.

UNIT-1: Introduction: Consumer Behavior & the Marketing Mix, Consumer Goals, Consumer
Decision Making Process: Need Recognition, Search for information, Pre purchase evaluation of
alternatives, Purchase, Consumption, Post consumption Evaluation & Divestment, Interrupts in buying
process & their effects, Customer involvement, Consumer Journey through the World of Technology
UNIT-2: Consumers as individuals and in the social context: Consumer Perception, Consumer
Learning & Knowledge, Consumer Attitude Formation & Change, Reference Groups, Family Gender
& Age Influences, Culture and Social Mobility
UNIT-3: Marketing Communication: The Role of Marketing Communication Developing Effective
Communication: Target Audience, Communication Objectives Design the Communication, Select the
Communication Channels & Total Marketing Communication Budget. Communication Mix &
Managing the IMC Process Advertising Management: Meaning, Nature and Scope of Advertising,
Classification of advertising, Process of Advertising, Fundamentals of Advertising Campaigns, The
Creative Brief, and Advertising Appeal. Advertising Agencies – their role, functions. Global vs local
advertising
UNIT-4: Developing the Advertising Campaign: Message Strategies, Executional Framework of
messages, Sources and Spokespersons, Source Characteristics, Advertising Effectiveness & its
measurement Media Planning and Strategy: Steps involved in media planning, Media Types and their
characteristics; Setting Media objectives, Media Selection & Media Strategy
UNIT 5: Interactive Marketing: Its advantage and disadvantages, Placing Ads and Promotions online,
Buzz Marketing, Viral Marketing, and Mobile marketing
Suggested Readings
1. Consumer Behavior, Schiffman, L. G. and Kanuk, L. L., Pearson.
2. Consumer Behaviour : Sethna Zubin & Blythe Jim, SAGE Publishing India
3. Integrated Advertising, Promotion & Marketing Communications: Clow & Black Donald Pearson
4. Advertising & IMC perspective: Kruti Shah & Alan D’ Souza, McGraw Hill education
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

MARKETING ANALYTICS Code: KMBN MK02

Course Objectives: To understand the basic concepts of Marketing Analytics. To study various
tools to have marketing insights in various marketing areas through empirical data. To interpret
the marketing data for effective marketing decision making. To draw inferences from data in order
to answer descriptive, predictive, and prescriptive questions relevant to marketing managers.

Unit -1: Introduction to marketing Analytics- Meaning, characteristics, advantages and disadvantages of
marketing analytics, Market Data Sources (Primary and Secondary). Market Sizing: Stakeholders, Applications
& Approaches (Top-down and Bottom-up), PESTLE Market Analysis, Porter Five Force Analysis
Unit-2: Pricing Analytics - Pricing Policy and Objectives, Estimating Demand: Price Elasticity, Estimating
Linear and Power Demand Curves, Optimize Pricing, Incorporating Complementary Products, Pricing using
Subjective Demand Curve, Pricing Multiple Products, Price Bundling & Nonlinear Pricing: Pure Bundling &
Mixed Bundling, Determine Optimal Bundling Pricing, Profit Maximizing strategies using Nonlinear Pricing
Strategies, Price Skimming & Sales, Revenue Management: Markdown Pricing and Handling Uncertainty
Unit-3: Sales Forecasting - Introduction, Simple Linear Regression & Multiple Regression model to forecast
sales, Forecasting in Presence of Special Events, Modeling trend and seasonality; Ratio to moving average
forecasting method, Using S curves to Forecast Sales of a New Product
Unit-4: Customer Analytics - Customer Lifetime Value: Concept, Basic Customer Value, Measuring Customer
Lifetime value, Estimating Chance that customer is still active, Using Customer Value to value a business
Market Segmentation : The segmentation-targeting-positioning (STP) framework, Segmentation, The concept
of market segmentation, managing the segmentation process, Deriving market segments and describing the
segments using Cluster analysis,
Unit-5: Retailing & Advertising Analysis - Market Basket analysis: Computing two way and three-way lift,
RFM Analysis, Allocating Retail Space and Sales Resources: Identifying the sales to marketing effort
relationship & its modeling, optimizing sales effort Advertising Analysis: Measuring the Effectiveness of
Advertising, Pay per Click (PPC) Online Advertising
Suggested Readings
1. Marketing Analytics: Data-Driven Techniques with Microsoft Excel by Wayne L Winston, Wiley India Pvt.
Ltd.
2. Marketing Analytics: Strategic Models and Metrics by Stephan Sorger, Create Space Publishing
3. Marketing Engineering and Analytics by Gary Lilen, Arvind Rangaswamy,and Arnaud De Bruyn, Decision
Pro, Inc.
4. Marketing Metrics by Dugar Anurag, SAGE Publishing India\
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

INVESTMENT ANALYSIS & PORTFOLIO MANAGEMENT Code: KMBN FM01

Course Objectives: Emphasizing an understanding of the economic forces that influence the
pricing of financial assets. Understanding of investment theory will be stressed and tied in with
discussion of applicable techniques such as portfolio selection. The course material will cover
formulae that can be applied in different business situations regarding active portfolio
management. To expose the students to the concepts, tools and techniques applicable in the field of
security analysis and portfolio management. To provide a theoretical and practical background in
the field of investments.

Unit I: Investment - Overview of Capital Market: Market of securities, Stock Exchange & New Issue Markets
their nature, structure, functioning & limitations; Trading of securities: equity and debentures/ bonds.
Securities trading - Types of orders, margin trading, clearing and settlement procedures. Regularity systems for
equity markets, Type of investors, Aim & Approaches of Security analysis.
Unit II Portfolio Theory - Risk & Return: Concept of Risk, Component & Measurement of risk, covariance
and correlation, Fundamental coefficient, Measurement of systematic Analysis: Economic, Industry, Company
Analysis, Portfolio risk and return, Beta as a measure of risk, calculation of beta, Selection of Portfolio:
Markowitz’s Theory, Single Index Model, Case Studies.
Unit III Capital Market & Asset Pricing - Technical Analysis: Dow Theory, Support and Resistance level,
Type of charts & its interpretations, Trend line, Gap Wave Theory, Relative strength analysis, Technical
Versus Fundamental analysis. Nature of Stock Markets: EMH (Efficient Market Hypothesis) and its
implications for investment decision. Capital market theorem, CAPM (Capital Asset Pricing Model) and
Arbitrage Pricing Theory. Case Studies.
Unit IV Bond, Equity & Derivative Analysis - Valuation of Equity Discounted Cash flow techniques: Balance
sheet valuation, Dividend discount models, Intrinsic value and market price, earnings multiplier approach, P/E
ratio, Price/Book value, Price/sales ratio, Economic value added. Valuation of Debentures/Bonds: nature of
bonds, valuation, Bond theorem, Term structure of interest rates.
Unit V Active Portfolio Management - Portfolio Management and Performance Evaluation: Performance
Evaluation of existing portfolio, Sharpe, Trey nor and Jensen measures; Finding alternatives and revision of
portfolio; Portfolio Management and Mutual Fund Industry
Suggested Readings
1. Ranganatham - Security Analysis and Portfolio Management (Pearson Education)
2. Chandra P - Investment Analysis and Portfolio Management (Tata McGraw Hill, 3rd Ed)
3. Bhatt- Security Analysis and Portfolio Management (Wiley)
4. Pandian P - Security Analysis and Portfolio Management (Vikas)
5. Bodie, Kane, Marcus & Mohanti - Investment and Indian Perspective (TMH)
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

FINANCIAL PLANNING &TAX MANAGEMENT Code: KMBN FM02

Course Objectives: The present course aims are familiarizing the participants with the principles &
practices and structure of different types of taxes in Indian economy. A student of taxation will
have to make a detailed study of tax policy and tax provisions in India. A broad understanding or
role of taxation in economic and industrial development of an economy. A broad understanding of
financial planning process An Understating of asset allocation process and retirement planning

Unit I: Financial Planning: Definition, Need of financial Planning and process of Financial Planning, Role of
Financial Planner, Myths about Financial Planning, Factors that influence that influence the personal financial
planning ,Investors life cycle, Financial goals of investors , Risk Appetite, Risk Profiling, Systematic approach
to investing: SIP,SWP,STP, Financial Plan; Goal based Financial Plan; Comprehensive Financial Plan;
Financial Blood Test Report.
Unit II: Asset Allocation: Guidelines for asset Allocation, Classification of Assets, Risk return characteristics
of assets, Factors involved in Asset allocation ,Principles of Asset Allocation, Retirement planning , Need for
retirement planning , Golden Rules of retirement planning, Retirement planning process, Retirement planning
investment options, Estate planning Definition and Need of Estate Planning.
Unit III: Introduction to Tax: Definition, Cannons of Taxation Person, Assesse, Income, Previous Year,
Assessment Year, Income Tax Important Dates and Forms. Residential Status & Tax Incidence: Individual
Income Exempted from Tax
Unit IV: Heads of Income: Salaries, Income from House Property, Profits & Gains from Business or
Profession, Capital Gains, Income from Other sources., Clubbing of incomes, Calculation of Taxable
Income ,Tax Calculation including Surcharge and Marginal relief, Deduction, Rebate, Relief, Set Off & Carry
Forward of Losses-Principles, Meaning, Inter-sources & Inter-head Set Off.
Unit V: Tax Planning & Management: Tax Avoidance, Planning & Evasion, Income Tax Authorities Their
appointment, Jurisdiction, Powers and functions, Provisions relating to collection and recovery of tax, refund
of tax, offences, penalties and prosecutions, appeals and revisions, Advance Tax, TDS, Advance Rulings,
Avoidance of Double Taxation Agreements.
Suggested Readings
1. Dr. Vinod K. Singhania & Dr. Monica Singhania Students Guide to Income Tax (Taxman Publication
,Latest Edition according to assessment year
2. Yashwant Sinha, Vinay K. Shrivastava, Indirect Tax reform in India, SAGE Publishing
3. Sid Mitra & Shailendra Kumar Rai, Financial Planning, SAGE Publishing India Dr. B.K. Agarwal& Dr.
Rajeev Agarwal Tax Planning and Management (Latest Edition according to assessment year)
4. Girish Ahuja & Ravi Gupta Direct Tax Laws & Practice (Bharat Law House, Latest Edition)
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

DATA ANALYTICS FOR BUSINESS DECISIONS Code: KMBN IT01

Course Objectives: Understanding the Role of Business Analyst and Data Science in business.
Understanding the basic concept of data management. To understand the basic concept of R
programming. To understand the application of business analysis. Understanding the basic concept
of Data Science Project Life Cycle.

Unit 1: Introduction: What is business analytics? Historical Overview of data analysis, Data Scientist
vs. Data Engineer vs. Business Analyst, Career in Business Analytics, What is data science, Why Data
Science, Applications for data science, Data Scientists Roles and Responsibility
Unit 2: Data Analysis: Data Collection, Data Classification, Data Management, Big Data
Management, Organization/sources of data, Importance of data quality, Dealing with noisy data,
Dealing with missing or incomplete data, Outlier Analysis, Methods to deal outlier, Data Visualization
Unit 3: Data Science Project Life Cycle: Business Requirement, Data Acquisition, Data Preparation,
Hypothesis and Modeling, Evaluation and Interpretation, Deployment, Operations, Optimization
Unit 4: Introduction to R and Visualization of Data: R graphical user interfaces, data import and
export, attribute and data types, descriptive statistics, exploratory data analysis, visualization before
analysis, analytics for unstructured data. Visualization of Categorical Data in R: Bar Chart Simple, Bar
Chart with Multiple Response Questions, Column Chart with two-line labeling, Column chart with
45o labeling, Profile Plot, Dot Chart for 3 variables, Pie Chart and Radial Diagram, Chart Tables.
Unit 5: Application of Business Analysis: in Retail Analytics, Marketing Analytics, Financial
Analytics, Healthcare Analytics, Supply Chain Analytics.
Suggested Readings:
1. Essentials of Business Analytics: An Introduction to the methodology and its application,
Bhimasankaram Pochiraju, SridharSeshadri, Springer
2. Business Analytics : Albright & Winston, Cengage
3. Business Analytics, Tanushri Banerjee & Arindam Banerjee, SAGE Publishing
4. Introduction to Data Science, Laura Igual Santi Seguí, Springer
 RAKSHPAL BAHADUR MANAGEMENT INSTITUTE, BAREILLY
(Affiliated to Dr. A.P.J Abdul Kalam Technical University, Lucknow)

AI AND MACHINE LEARNING FOR BUSINESS Code: KMBN IT02

Course Objectives: To understand the need of Machine Learning & Statistics for solving various
problems. To understand the basic concepts of Supervised and Unsupervised learning. To apply
regression analysis on the data available. To design appropriate machine learning and apply on
real world problems. To optimize different Machine Learning & Deep Learning Techniques.

UNIT 1 Artificial Intelligence for Business Planning - Introduction and Data sources for AI, Knowledge
acquisition, Knowledge representation, History of ML, Framework for building ML Systems-KDD process
mode, Introduction of Machine Learning Approaches – (Artificial Neural Network, Clustering, Reinforcement
Learning, Decision Tree Learning, Bayesian networks, Support Vector Machine, Genetic Algorithm), Issues in
Machine Learning, Data Science Vs Machine Learning.
UNIT 2 Supervised Learning & Applications - Supervised Learning: Introduction to classification, Linear
Regression, evaluating linear model, Multivariate regression, Non-Linear Regression, K-Nearest Neighbor,
Decision Trees, Logistic Regression, Support Vector Machines, Model Evaluation, Applications of supervised
learning in multiple domains Application of supervised learning in solving business problems such as pricing,
customer relationship management, sales and marketing.
UNIT 3: Unsupervised Learning algorithms - Unsupervised Learning: Clustering, Hierarchical clustering,
Partitioning Clustering- K-mean clustering, Density Based Methods DBSCAN, OPTICS, Applications of
unsupervised learning in multiple domains, Association rules: Introduction, Large Item sets, Apriori
Algorithms and applications
UNIT 4: Artificial Neural Networks & Deep Learning - Perceptron model, Multilayer perceptron, Gradient
descent and the Delta rule, Multilayer networks, Back propagation Algorithm, DEEP LEARNING -
Introduction, concept of convolution neural network, Types of layers – (Convolution Layers, Activation
function, pooling, fully connected), Concept of Convolution (1D and 2D) layers, Training of network, Recent
Applications
UNIT 5: Reinforcement Learning– Introduction to Reinforcement Learning , Learning Task, Example of
Reinforcement Learning in Practice, Learning Models for Reinforcement – (Markov Decision process , Q
Learning - Q Learning function, Q Learning Algorithm), Application of Reinforcement Learning, Introduction
to Deep Q Learning.
Suggested Readings
1. Artificial Intelligence for Business Leaders: Ajit Kr. Jha
2. Machine Learning in Business: John C. Hull
3. AI and Machine Learning: Was Rahman, SAGE Publishing India