The marketing function in an organisation includes managing product and market development, market penetration, performing market research, making marketing plans, as well as strategically approaching important marketing activities such as advertising, distribution for sales, pricing, after-sales customer service, public relations and marketing communication. A major in Marketing will build strong foundational knowledge as well as skills in various areas in the marketing function and digital skills as relating to the function.
The Marketing major offers a combination of theory and application, striking an appropriate balance between the two. This major shall exposure learners to detailed application of critical concepts in the marketing domain such as the marketing mix, B2B vs B2C vs C2C marketing scenarios, global vs local marketing challenges, changing digital dynamics and their relevance. It shall provide an in-depth exposure to the area of choice-based sectors such as luxury, healthcare, pharmaceutical or fashion to name a few. There will be application of learning to real-life scenarios via industry seminars, live case studies, experimental learning, project-based courses and training in hard skills such as mathematics and market research as well as softer skills such as communication and negotiation. Marketing students will develop a thorough understanding of other functions of the business in relevance to the marketing domain and their importance in conducting marketing activities and designing effective marketing plans. Finally, this major shall equip students with the necessary knowledge and methods to make decisions and successfully solve a broad set of marketing problems.
On completion of this major, the student will be able to:
Students graduating with a major in Marketing will be able to explore careers in areas such as advertising, journalism, branding, sales management, retail management, merchandising, product development, distribution management and market research. They will also be suitable for jobs in areas such as people management, process development and budgeting within the marketing sphere.
| Offered by | Amrut Mody School of Management |
| Programme | Bachelor of Science in Management (Honours) |
| Degree | Bachelor of Science in Management (Honours) |
| Minimum Programme Credits | 173 |
| Minimum Major Credits | 80 |
| Marketing is also offered as a MINOR | |
| Credits | |
|---|---|
| Foundation Programme (Three Studios) | 9 |
| First Year Seminar on Critical Thinking and Writing | 3 |
| Credits | |
|---|---|
| Humanities and Languages GER ETH201 Ethics |
3 |
| Social Sciences GER ECO110 Macroeconomics |
3 |
| Biological and Life Sciences GER | 3 |
| Mathematical and Physical Sciences GER CSD101 Data Science |
3 |
| Performing and Visual Arts GER | 3 |
| GER Elective 1: MGT111 Identity and Behavior | 3 |
| GER Elective 2: MAT133 Pre-calculus | 3 |
| GER Elective 3 | 3 |
| Communications GER COM101 Effective Reading and Comprehension Skills |
3 |
| Sports & Wellness GER | 3 |
| Major Requirements | Credits |
|---|---|
| School Core | 27 |
| MAT142 Introductory Calculus | 3 |
| TOD212 Decision Sciences | 3 |
| ECO110 Macroeconomics | 3 |
| STA101 Introductory Statistics | 3 |
| MGT112 Organisational Process | 3 |
| STA100 Probability | 3 |
| Course on Digital Technology | 3 |
| Course on Sustainability | 3 |
| Course 2 on Digital Technology/ Building Sustainable Businesses | 3 |
| Programme Core | 18 |
| MKT103 Marketing Management | 3 |
| MGT121 Human Capital Management | 3 |
| FAC133 Financial Management | 3 |
| FAC114 Financial Accounting | 3 |
| TOD221 Operations Management | 3 |
| MGT342 Strategic Management | 3 |
| Major Core | 11 |
| XXXXXX Understanding Business | 2 |
| MKT312 Essentials of Marketing Research | 3 |
| MKT321 Marketing of Services | 3 |
| MKT631 Sales and Distribution Management | 3 |
| Major Electives | 24 |
| COM212/DGT212 Digital Humanities | 3 |
| COM506 Culture and Communication | 1.5 |
| COM594 Introduction to Negotiation | 1.5 |
| DES201 Strategic Branding and Package Design | 3 |
| DES203 Design Thinking and Problem Solving | 3 |
| ECO203 Experimental and Behavioral Economics | 3 |
| ECO503 Experimental and Behavioural Economics | 3 |
| EFB101 Introduction to Entrepreneurship | 1.5 |
| FBE603 Digital Entrepreneurship | 3 |
| MGT506 Digital Thinking | 3 |
| MGT508 Sustainability, Business and Society | 3 |
| MGT515 Health Care Management | 1.5 |
| MGT545 Cooperative Strategies and Ecosystems | 3 |
| MGT546 Pharmaceutical Industry and Healthcare Sector: Challenges and Opportunities | 3 |
| MKT324/MKT624 Retail Management | 3 |
| MKT341 Marketing Strategy for Consumer Behaviour | 3 |
| MKT352 Advertising: crafting contagious content | 3 |
| MKT361 Marketing of High Technology Products | 3 |
| MKT504 Understanding Consumers and Markets | 1.5 |
| MKT505 Marketing Plan and Implementation | 1.5 |
| MKT601 Business to Business Marketing (Enable) | 3 |
| MKT611 Marketing Research | 3 |
| MKT623 Marketing the Intangible | 1.5 |
| MKT625 Business of Sports: Marketing and Consumer Behaviour Perspective | 3 |
| MKT632 Rural Marketing | 3 |
| MKT641 Consumer Insights and Marketing | 3 |
| MKT642 Interdisciplinary Approach to Consumer Understanding | 3 |
| MKT651 Integrated Marketing Communication | 3 |
| MKT652 Brand Management - Enable | 3 |
| MKT653 Digital Marketing | 3 |
| MKT654 Strategic Brand Management (Regular) | 3 |
| MKT661 Luxury Marketing | 3 |
| MKT671 Marketing Analytics - Enable | 3 |
| PSY321 Sensation and Perception | 3 |
| TOD322 Supply Chain Management | 3 |
| TOD324 Service Operations Management | 3 |
| TOD326/TOD526 Project Management | 3/2 |
Free Electives provide flexibility to students to customise their education at the University.
All students will complete 30 hours of engagement with society to develop a sense of engagement, concern, build problem solving skills, and understand the role of an engaged member of a society. This will be done through a mandatory course, Engagement with Society, that would be a graduation requirement. This course can be taken anytime during the stay at the University but it is advised that the student engage with the courses during the first two years at the University. The 30 hours of volunteer work may be completed during one semester or during the Winter or Summer Break.