Your roadmap · आपका रोडमैप
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Admission & first meetingप्रवेश और पहली मुलाकातEnquire at your nearest NDSS centre, meet the teacher, fix the batch time and get your study material.
- 2
Semester 4 — subject classesसेमेस्टर 4 — विषयवार कक्षाएँEvery theory subject of the term, unit by unit, with notes, numericals and doubt classes.
Business Ethics & Corporate Social ResponsibilityEntrepreneurship DevelopmentMarketing of ServicesProduct & Brand ManagementDigital & Social Media Marketing
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Labs, practicals & project workलैब, प्रैक्टिकल और प्रोजेक्टExperiments / jobs / project work as in the syllabus, with practical file and viva preparation.
Research Project
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Unit tests & mid-termयूनिट टेस्ट और मिड-टर्मA test after every unit and a mid-term in the university / board pattern.
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Semester 4 mock testमॉक टेस्टA full mock test of all subjects before the exam, with analysis.
- 6
Semester 4 exam (university / board)सेमेस्टर / वार्षिक परीक्षाPrevious papers, important questions and full revision.
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Online tests & resultऑनलाइन टेस्ट और रिज़ल्टTake the tests online; your marks and result show in your student login and at the centre.
Syllabus · पाठ्यक्रम
6 subjects · 30 chapters · 149 topics
Business Ethics & Corporate Social Responsibility5 chapters · 6 Months
Subject page →+
01Unit 1: Introduction to Business Ethics
5 topics+
- Meaning, nature and need of business ethics
- Values, morals and ethics
- Myths about business ethics
- Ethical dilemmas and ethical decision making
- Indian ethos and values in management; Gandhian trusteeship
02Unit 2: Ethical Theories & Functional Ethics
6 topics+
- Utilitarianism (Bentham, Mill)
- Deontology (Kant)
- Virtue ethics and justice theory (Rawls)
- Ethics in marketing: advertising, pricing
- Ethics in finance: insider trading, accounting fraud
- Ethics in HR and at the workplace; whistle blowing
03Unit 3: Corporate Governance
6 topics+
- Meaning and principles of corporate governance
- Agency theory and stakeholder theory
- Board of directors and independent directors
- Committees: Cadbury, Kumar Mangalam Birla, Narayana Murthy, Uday Kotak
- SEBI LODR Regulations 2015
- Corporate governance failures: Satyam case
04Unit 4: Corporate Social Responsibility
6 topics+
- Concept and evolution of CSR
- Carroll's pyramid of CSR
- Triple bottom line and sustainability
- CSR under Section 135 of the Companies Act 2013
- Schedule VII activities and CSR committee
- CSR reporting and BRSR
05Unit 5: Environment, Sustainability & Cases
5 topics+
- Business and environment: sustainable development
- ESG and green business practices
- Consumer protection and fair trade practices
- Case studies: Tata, Infosys, ITC e-Choupal
- Code of ethics and ethics programmes in organisations
Entrepreneurship Development5 chapters · 6 Months
Subject page →+
01Unit 1: Entrepreneur & Entrepreneurship
6 topics+
- Meaning, characteristics and functions of an entrepreneur
- Entrepreneur vs manager; intrapreneur
- Types of entrepreneurs (Danhof classification)
- Theories: Schumpeter's innovation theory, McClelland's need for achievement
- Women and rural entrepreneurship
- Entrepreneurial process
02Unit 2: Idea Generation & Opportunity Assessment
5 topics+
- Sources of business ideas
- Creativity and innovation
- Opportunity identification and screening
- Design thinking and lean start-up: MVP
- Business model canvas
03Unit 3: Business Plan & Project Report
5 topics+
- Meaning and components of a business plan
- Market feasibility
- Technical feasibility
- Financial feasibility: cost of project, means of finance, break-even
- Project appraisal and reasons for failure of plans
04Unit 4: Financing the Venture
5 topics+
- Bootstrapping and family funds
- Angel investors and venture capital
- Seed funding, crowdfunding
- Bank loans and MUDRA loans
- Stages of start-up funding
05Unit 5: Institutional Support & MSMEs
6 topics+
- MSME: definition and importance
- Support institutions: SIDBI, NSIC, DIC, EDII, KVIC
- Startup India, Stand-Up India, PMEGP
- Udyam registration
- Incubators and accelerators
- Sickness in small units
Marketing of Services5 chapters · 6 Months
Subject page →+
01Unit 1: Introduction to Services
5 topics+
- Meaning and nature of services
- Characteristics: intangibility, inseparability, heterogeneity, perishability
- Goods-services continuum
- Growth of the service sector in India
- Classification of services
02Unit 2: Services Marketing Mix
6 topics+
- Service product: core and supplementary services (flower of service)
- Pricing of services
- Service distribution and delivery
- Promotion of services
- People, process and physical evidence
- Servicescape
03Unit 3: Service Quality
5 topics+
- Customer expectations and zone of tolerance
- Gaps model of service quality
- SERVQUAL dimensions (RATER)
- Measuring customer satisfaction
- Moments of truth
04Unit 4: Service Design & Delivery
5 topics+
- Service blueprinting
- Managing demand and capacity
- Queue management and waiting lines
- Role of employees and customers in delivery
- Technology and self-service
05Unit 5: Relationship, Recovery & Applications
5 topics+
- Service failure and recovery strategies
- Service guarantees
- Customer relationship management and loyalty
- Customer lifetime value
- Marketing of banking, insurance, tourism, hospital and education services
Product & Brand Management5 chapters · 6 Months
Subject page →+
01Unit 1: Product Concepts & Product Mix
5 topics+
- Product: meaning and levels (core to potential product)
- Classification of products
- Product mix: width, length, depth, consistency
- Product line decisions: stretching and filling
- Packaging and labelling
02Unit 2: Product Life Cycle & New Product Development
5 topics+
- Stages of the PLC and strategies
- New product development process
- Idea screening, concept testing, test marketing
- Adoption process and diffusion
- Reasons for new product failure
03Unit 3: Brand & Brand Equity
5 topics+
- Brand: meaning, elements and functions
- Brand equity: Aaker's model
- Keller's customer-based brand equity (CBBE) pyramid
- Brand awareness and brand image
- Measuring brand equity
04Unit 4: Brand Positioning & Personality
5 topics+
- Brand identity and positioning
- Points of parity and points of difference
- Brand personality: Aaker's five dimensions
- Brand architecture: branded house, house of brands
- Brand communication
05Unit 5: Brand Strategies
5 topics+
- Line extension and brand extension
- Co-branding and ingredient branding
- Brand repositioning and revitalisation
- Private labels
- Global and rural branding in India
Digital & Social Media Marketing5 chapters · 6 Months
Subject page →+
01Unit 1: Introduction to Digital Marketing
5 topics+
- Concept and evolution of digital marketing
- Traditional vs digital marketing
- Paid, owned and earned media
- Digital consumer and customer journey
- Website as a marketing tool; landing pages
02Unit 2: Search Engine Marketing
5 topics+
- How search engines work
- SEO: keyword research, on-page and off-page SEO
- Pay-per-click advertising: Google Ads
- Quality score and ad rank
- Display and video advertising
03Unit 3: Social Media & Content Marketing
5 topics+
- Social media platforms and their uses
- Social media strategy and content calendar
- Content marketing and inbound marketing
- Influencer marketing
- Online reputation management
04Unit 4: E-mail, Mobile & Affiliate Marketing
4 topics+
- E-mail marketing: lists, campaigns, open and click rates
- Mobile marketing and apps; WhatsApp business
- Affiliate marketing
- Marketing automation
05Unit 5: Web Analytics, Metrics & Ethics
4 topics+
- Web analytics and Google Analytics 4
- Key metrics: CTR, CPC, CPA, conversion rate, bounce rate, ROAS
- A/B testing
- Digital Personal Data Protection Act 2023 and ethical issues
Research Project5 chapters · 6 Months
Subject page →+
01Milestone 1: Topic Selection
3 topics+
- Choosing a topic in the specialisation
- Checking the availability of data and respondents
- Discussion and approval by the faculty guide
02Milestone 2: Literature Review & Synopsis
5 topics+
- Searching journals, reports and theses (Google Scholar, Shodhganga)
- Summarising at least 15-20 studies and finding the research gap
- Objectives and hypotheses
- Research design, sampling and tools
- Synopsis submission and approval
03Milestone 3: Data Collection & Analysis
5 topics+
- Questionnaire design and pilot test
- Collecting responses / financial data
- Reliability test (Cronbach's alpha)
- Analysis: descriptive statistics, t-test, ANOVA, chi-square, correlation, regression
- Interpreting results and testing hypotheses
04Milestone 4: Dissertation Writing
4 topics+
- Chapter plan: introduction, review, methodology, analysis, findings, conclusion
- Limitations and scope for future research
- APA referencing and plagiarism check
- Binding and submission
05Milestone 5: Presentation & Viva
3 topics+
- Preparing the presentation
- Mock viva on methodology and results
- Final viva-voce
About this course
You will be able to
- Complete Business Ethics & Corporate Social Responsibility syllabus with regular tests
- Complete Entrepreneurship Development syllabus with regular tests
- Complete Marketing of Services syllabus with regular tests
- Complete Product & Brand Management syllabus with regular tests
- Complete Digital & Social Media Marketing syllabus with regular tests
- Complete Research Project syllabus with regular tests
Who it is for
- MBA students of Semester 4 (AKTU) - Finance, Human Resource, Marketing specialisations
- Students preparing for AKTU exams and roles in compliance, governance and CSR
What you need
- MBA Semesters 1-3 completed or in progress
- Interest in corporate news and case studies
Online tests & result
Practice and unit tests online; marks and result show in your student login and at the centre.
Student login →
Questions
Which syllabus is followed?
The AKTU (Dr. A.P.J. Abdul Kalam Technical University, Lucknow) MBA syllabus of Business Ethics & Corporate Social Responsibility (Semester 4). If your own university's syllabus differs, the centre follows your university syllabus and units.
Is CSR calculation asked in the exam?
Yes, simple computation of the 2% CSR obligation and eligibility under Section 135 is practised, along with theory and cases.
How will I be tested?
Unit-wise MCQ tests and a final paper at semester level, plus practice on short and long answer questions from previous university papers.
Can I develop my own business plan in the course?
Yes. You prepare a short business plan for your own idea and get feedback from the trainer.
Are sector examples included?
Yes. Each concept is applied to Indian banks, insurers, airlines, hotels, hospitals and telecom companies.
Are Indian brand cases discussed?
Yes. Brands such as Amul, Tata, Patanjali, Dabur, Maggi and Fevicol are used to explain the concepts.
Will I get hands-on practice?
Yes. You practise keyword research, creating a social media calendar, a sample Google Ads plan and reading a GA4 report.
How is the research project different from the summer internship project?
The summer project is based on training in an organisation; the research project is an independent study with hypotheses and statistical testing done in the final semester.
