The marketing function in an organization 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 Business Administration (Honours) |
Degree | Bachelor of Business Administration (Honours) |
Minimum Programme Credits | 125 |
Minimum Major Credits | 65 |
Marketing is also offered as a MINOR |
All students entering the undergraduate programme complete our common core, The Foundation Programme, in the first year. The Foundation Programme is designed around four Studios, each of three credits. They are:
Democracy and Justice
Environment and Climate Change
Neighbourhoods
Water
The studios deliver interdisciplinary learning around six domains:
Data Science, Communication, Behaviour, Constitution & Civilisation, Materials, and Biology & Life.
Humanities & Languages GER: Ethics |
Humanities & Languages GER: Indian Legal System |
Social Sciences GER: Introduction to Microeconomics |
Biological & Life Sciences GER |
Mathematical & Physical Sciences GER: Data Science |
Performance & Visual Arts GER |
GER Elective 1: Communication I |
GER Elective 2: Communication II |
GER Elective 3: Identity and Behaviour |
GER Elective 4: Any course at the university outside the major |
GER Elective 5: Any course at the university outside the major |
Major Requirements | Credits |
---|---|
School Core | 18 |
Introductory Calculus | |
Decision Sciences | |
Introduction to Macroeconomics | |
Introduction to Statistics | |
Organizational Process | |
Probability | |
Business Analytics | |
Programme Core | 23 |
Marketing Management | |
Human Capital Management | |
Financial Management | |
Financial Accounting | |
Operations Management | |
Competitive Strategy | |
Internship | Required |
Undergraduate Thesis or Capstone Project | |
Major Core | 9 |
Essentials of Marketing Research | |
Services Marketing | |
Sales and Distribution Management | |
Major Electives | 15 |
Understanding Consumers and Markets | |
Marketing Plan and Implementation | |
Retail Management (PG) | |
Advertising: crafting contagious content | |
Interdisciplinary Approach to Consumer Understanding | |
Brand Management - Enable | |
Marketing Strategy for Consumer Behaviour | |
Consumer Insights and Marketing | |
Digital Marketing | |
Rural Marketing | |
Retail Management | |
Marketing of High Technology Products | |
Strategic Brand Management (Regular) | |
Integrated Marketing Communication | |
Marketing Analytics - Enable | |
Marketing the Intangible | |
Business to Business Marketing (Enable) | |
Design Thinking and Problem Solving | |
Digital Humanities | |
Culture and Communication | |
Introduction to Negotiation | |
Strategic Branding and Package Design | |
Project Management | |
Sensation and Perception | |
Experimental and Behavioural Economics | |
Service Operations Management | |
Cooperative Strategies and Ecosystems | |
Pharmaceutical Industry and Healthcare Sector: Challenges and Opportunities | |
Marketing Research |
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.