Bachelor of Business Administration (BBA) – International

(Affiliated to Ch. Charan Singh University, Meerut) – 3 years full time degree course with International Fully Paid Residential Workshop and Certification from University of Southern California – School of Cinematic Arts, Los Angeles, USA

Bachelor of Business Administration – International at Asian School of Business (ASB) is a three year full-time degree program affiliated to Ch. Charan Singh University (CCS), Meerut with a unique international edge of learning from the best minds in the International Fully Paid Residential Workshop on Business of Entertainment at University of Southern California – School of Cinematic Arts Campus, Los Angeles, USA leading to international certification highly acclaimed in the media and entertainment industry worldwide.

The program is designed to give students the basic understanding of the management concepts along with an understanding of international business environment and the world of business of entertainment. The objective of this program at ASB is to produce excellent professionals who are adept at identifying and solving management problems at local and global level across industries including the ever growing global entertainment industry. Major focus of this programme is on skill development for preparing corporate ready graduates who can practically apply their gained knowledge in business situations and event projects of the entertainment industry.

Students of BBA international will have a unique opportunity of attending an Exclusive workshop at USC-SCA Campus focused on specialized topics such as entertainment marketing, entertainment finance and business interest of managers. This workshop complements the lessons that the students learn during their classes of Diploma in Business of Entertainment. Students of BBA International program have an advantage when applying to jobs and internships in the entertainment industry because they acquire the ability to apply the skills they learn in the classroom to the real world through this workshop at USC-SCA.

The curriculum is flexible and includes lectures, case studies, role plays, workshops and integrative exercises. The focus of teaching BBA International students is to build up their ability to solve various problems associated with business enterprises. The additional advantage of this international program is the diploma in Business of Entertainment from AAFT coupled with the practical workshop on the same from USC-SCA Campus during a ten days fully-paid residential learning trip.

Additional Diplomas / Certification Courses

The Diploma in Business of Entertainment from AAFT focusses on specialized topics such as entertainment marketing, entertainment finance and business interest of managers. Upon successful completion of all the courses and Workshop at USC – School of Cinematic Arts, students receive a Diploma in Business of Entertainment. Students who have earned this diploma have an advantage when applying to jobs and internships in the entertainment industry because they acquire the ability to apply the skills they learn in the classroom to the real world through workshop at USC-SCA.

Entertainment Marketing

Media & Entertainment is no more a subsidiary industry, it has become a leader in the Indian market and is contributing substantially to the economy. Considering the growth and scope of the industry, there is an utmost need for trained professionals to become the growth drivers and achieve newer heights. The objectives of this course in entertainment marketing are to equip the participants with knowledge of the latest developments in the media and entertainment space and to keep them abreast on the trends in the buying behavior of consumers as well as integrated marketing communication strategies of media and entertainment brands.

Entertainment Finance

India as a country is known as the fastest growing advertising market globally. This has attracted a lot of foreign investment. High foreign capital inflows have made this sector quite popular as an investment destination. Financing of media and entertainment projects involves project evaluation and determining the optimal way of financing a project selected after evaluation. This course aims at equipping the students with the tools and techniques of financial management and project evaluation which are essential for determining the financial feasibility of an entertainment project.

Business Interest of Managers

This course encompasses the factors by which the entertainment firms are affected in terms of profitability and strategic interest areas like market share. The various agents involved in entertainment business and the inter relationship between their varied interests comes under the scope of this module. The business orientation of media owners and their relationship with other businesses bears an impact on the independence of media and entertainment. This aspect involving conflict of interest of business and society is also a dimension to be studied in this course.

Programme Objectives :

This Diploma would enable students to understand how to use the Internet as an effective marketing channel. It enables students to engage with customers online in a more practical manner and to plan and implement end-to-end lead generation through the online mode.

Programme Learning Outcomes :

  • Get a clear understanding of the value and importance of Digital Marketing and why it is a vital component of a marketing strategy plan.
  • Create and effectively manage social media, display, search marketing, online advertising and marketing campaigns.
  • Drive new visitor traffic to a web site while improving online conversion rates.
  • Understand how digital marketing can help grow a business, domestically and internationally.
  • Create and develop effective and targeted email marketing campaigns that aligns with business goals.
  • Identify various online applications and resources that can help build effective and profitable web sites.
  • Measure and analyse the visitor traffic on a website to continuously develop and improve digital marketing.

Discover how to best develop and retain customers.

The mass media – particularly radio, television and the internet– is now available in every nook and corner of the world. Mass media is growing phenomenally and providing ever increasing employment opportunities to the trained and talented people worldwide. The importance of professional management of media organizations too has now been fully realized. Besides the print media along with radio and television, filmmaking has been recognized as an industry by the Indian Govt. Ever increasing use of the internet and proliferation of satellite broadcasting have indeed changed the way we live and work. Professionalism in media industry has generated a demand for media managers who may be conversant with the elements of business administration as well as the processes of making media products. These may be learnt in a school as there is no time available to train the personnel on the job due to immense pressure of day to day work in the media organizations.Programme Objectives:

The Diploma in Media Applications course is a judicious mix of the education with the basics of business administration and elements of media production. Due emphasis is laid on the technical, artistic as well as the business aspects of print journalism; radio and television production / broadcasting; film making / distribution / exhibition and multimedia production for the internet.

Learning Outcomes :

This course is designed to give rise to future professionals, rather than mere ‘degree holders’. It keeps in mind the needs of industry where the students would ultimately find employment and therefore have a completely different approach to learning.

Semester 1

Unit 1: Effective Verbal Communication

Definition and Process of Communication, Importance of Communication, Types of Communication. Components of Verbal communication & Effective Speech, Conversation in English, Introduction to the Pillars of Verbal Communication.

Unit 2: Personality Development

Definition of Personality, Corporate Theories on Personality Development, Evolution of Personality, Determinants of Personality, Personality Analysis: What Makes us Winners and a Winning Personality, Indicators of Positive and Negative Self-Image, Transforming One’s Personality.

Unit 3: Attitude Management

Understanding Attitude, Recognizing the importance and Power of Attitude. What and Why of Attitude Management, Ingredients of Positive Attitude, Developing and altering your attitude attributes and Self Evaluation of one’s own Attitude Triggers, Application of Principles that lead to developing a Positive Attitude.

Unit 4: Enthusiasm

Enthusiasm- Meaning, Implications and Applications, Importance of Enthusiasm and Self-Assessment, Ingredients of Enthusiasm, Development of an Enthusiastic Approach towards life.

Unit 5: Self Awareness

Introduction to the concept of Self Awareness and its dimensions. Importance of knowing oneself and one’s own hidden potential, knowing one’s strengths and weaknesses, self-discipline.

Unit 6: Self Motivation and Self Esteem

Understanding the concept of self-motivation, Need for self-motivation and Personal Effectiveness, Identifying one’s motivational factors, General Self-Motivating Tactics, Self-esteem, Components of Self-esteem, Self-esteem theories, Self esteem synonyms, Self esteem and the inner critic, Tools to Develop Self esteem.

Semester 2

Unit 1: Building Confidence and Fighting Fears

What is Self-confidence, How to help build, boost and develop self-confidence, Accelerating towards success through developing confident personality.

Unit 2: Goal Setting and Time Management

Introduction to the concept of Goal Setting and Visioning and its Dimensions, Why and how to set Personal Goals, Areas of Goal Setting, Rules of Goal setting and achieving goals, Realistic Goals for Self, Goal Setting Tips, Importance of Time Management, Time Management Challenges- Mistakes, Techniques and Tips

Unit 3: Public Speaking and Presentation Skills

Importance of Public Speaking, How to Prepare Effective Speeches, Strategies for becoming a better Speaker, Importance and Use of Verbal and Non-verbal Language, Preparing ppts, Use of Audio Visuals.

Unit 4: Emotional Intelligence

Meaning of Emotional Intelligence, Five ways of measuring EI — self-awareness, management of self, awareness of others, management of others, relationships, motivation

Unit 5: Anger Management

Understanding anger, Identifying and controlling one’s anger triggers, Useful Ways to deal with anger- Anger Management Techniques and Tools, Handling Angry People

Unit 6: Stress Management

Introduction to Stress Management, Reasons and Factors leading to Stress, Albrechts Four Types of Stresses and managing them, Various Action Based and Perception based strategies to cope with Stress, Tips and Tools for Managing Stress.

Semester 3

Unit 1: Interpersonal and Assertive Skills

Understanding and Identifying Different Personality Behavior, Importance and Meaning of Assertiveness, Developing Assertive Skills, Assertive Communication Techniques, Art of saying “No”, Introduction to Interpersonal Skills, Relationship Management through Interpersonal Skills.

Unit 2: Working in Teams

Why, How and What of Working in Teams, Dynamics of a Team, Stages of Team Development, Attributes of a Successful Team, Communication in Teams – Conflict Management, Influencing and Persuasion, Problem Solving, Decision Making, Communication Strategies.

Unit 3: Building Leadership Skills

Definition of Leader and Leadership, Leadership- Roles, Skills and Styles. Developing leadership Competencies, Attributes of a Successful Leader, Personal Inventory, Becoming an Inspirational Role Model, Enabling others to Act.

Unit 4: Effective Decision Making Skills

A systematic approach to Decision Making, Self Evaluation, Decision Making Model, Improving one’s own Decision Making Skills, Impact of Ethics and Values, Group Decision Making.

Unit 5: Impression Management

Importance and Understanding of Creating First Time Impressions in different situations, Making Introductions, Creating Small Talks, Taking control of your environment to create Impressions.

Unit 6: Listening Skills

Importance of Listening Skills, Different Types of Listening Skills, Improving Listening.

Semester 4

Unit 1: Resume Writing and Group Discussions

Importance of Resume Writing and Types of Resumes, Resume Writing Strategies and Techniques, Best Practices in Resume Writing, Preparing for Group Discussions, Successful Group Discussion Techniques, Communication Styles and Strategies in Group Discussions, Mastering GDs

Unit 2: Mastering Interviews

Relevance of understanding and appearing for different types of Interviews, Creating Impressions during Interview, Basic Interview Etiquette, Questions to prepare for Interviews, Common Interview Mistakes, Communication and Presentation Skills for Interviews.

Unit 3: Corporate Communication

Nuances on understanding Verbal, Non verbal and Written Communication at Workplace, Basic Corporate Etiquette — Business Cards, Handshaking, Holding Meetings and Conferences etc.

Unit 4: Cross Culture Training

What is culture, Importance of cross cultural awareness, Insight into how cultures differ on various social and professional aspects, Dealing and Communicating across various cultures.

In this present era of liberalization and globalization, learning of foreign languages is an additional boost to an individual’s career perspective. Today with an increase and overwhelmed interaction in terms of business, globalization provides an opportunity to business firms to expand geographically by entering into new markets. This open market approach in turn has created a huge demand for the foreign language training to survive and give competitive edge to an individual’s personality.

The current scenario unbolts entries of multinational business formats in developing countries that demands for best fitted personnel with exposure towards foreign language that will lead toward smooth operations. ASB caters its students with one year diploma in foreign language specifically in French and German (any one), the two widely accepted foreign languages.

Objectives of Program :

  • To provide students an exposure to multinational companies.
  • To make them learn and understand opted foreign language.
  • To improve their employability.
  • To provide them a competitive edge.
  • To make them best fitted for globalized market.
  • To make them compatible enough to survive and grow in cross cultural environment with no language barriers coming their way.

Curriculum Design :


Session I Session II
Salutations, greetings, Basic questions- answers, Simple vocabulary, Simple vocabulary, Listening to and reading small dialogues Definite articles (the), Countries, nationalities, Aller-conjugations, usage,
France, its specialties, its geography, French people, popular names Vocabulary, Adjectives- colours qualitative adjectives, Parler- conjugation, usage,
Indefinite articles (, Questions-Qu’est-ce que c’est? Vocabulary- family members, Sentence making, Nouns- singular/plural,
Nouns- singular/plural, Avoir- conjugation, usage, Numbers from 21-100. Vocabulary Adjectives-singular/plural, Days of the week, Months of the year, General problem solving.


Session I Session II
Greetings, Farewells, Introductions, Du and Sie, the telephone: Greet people, introduce yourself, introduce someone else, say where you are from, state your age and tell someone’s age, exchange phone numbers, ask and tell how things are going, and say where you are from, inquire where someone is from, state where you live and ask someone where they live. Familiar and formal forms, (du, ihr, Sie), personal pronouns, present tense verb forms: sein, haben, kommen, wohnen. House and Family – Talk about family members, answer the telephone, talk about time and days of the week, ask for and give information. Formation of questions, definite article (nominative). Present tense verb forms: kennen, rüberkommen
Days, Months, Seasons, Animals, Languages and countries, Stationery items, TV Programmes, Time – Talk about free time activities, express likes and dislikes, inquire about times of specific events, and report information. Present tense verb forms: haben, spielen, and other words relating to free time activities; word order, zu Hause/nach Hause
10 Day Fully Paid Residential Learning Workshop to Los Angeles, USA.


  1. Most Trusted Brand by WCRC in Management Education 2017
  2. Strong connect with corporate offering, 100% placement assistance & internships.
  3. Eminent pool of faculty members for mentoring & career development.
  1. Promoted by Asian Education Group – a pioneer in professional Media & Entertainment education
  2. Located in heart of corporate hub of Delhi/NCR
  3. World Class Infrastructure
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