The Major offers a blend of theory and practice, striking an appropriate balance. It prepares students to understand markets, consumers, and organisations in a rapidly evolving business environment. The Major focuses on the development of conceptual, analytical, and practical skills required to design and implement effective marketing strategies across industries and sectors. Students gain exposure to areas such as product and market development, branding, consumer behaviour, market research, pricing, sales and distribution, advertising, marketing communication, and customer relationship management.
On completion, the student will be able to:
This Major exposes learners to the detailed application of critical concepts and theories in the marketing domain, such as the new-age marketing mix, digital dynamics for marketing, artificial intelligence for marketing, B2B and B2C markets, customer and market analytics, and global and local marketing challenges. Courses related to digital marketing and technologies, analytics, and artificial intelligence help students understand how technology and data are transforming marketing practice. Through project-based learning, industry interactions, case studies, and skill-oriented courses, students develop the ability to apply marketing concepts to real-world business situations.
The Major also enables students to explore specialised domains such as luxury marketing, healthcare marketing, retail, fashion, sports, and emerging digital platforms. Students develop an understanding of how marketing interacts with other business functions and how organisations create value for customers while responding to ethical, social, and sustainability considerations in the marketplace.
Graduates pursue careers in areas such as advertising, branding, digital marketing, sales management, retail management, merchandising, market research, customer relationship management, and product development. They also work in roles involving communication strategy, business development, consumer analytics, and marketing operations across diverse industries and sectors.
| Offered by | Amrut Mody School of Management |
| Programme | Bachelor of Science in Management (Honours) |
| Degree | Bachelor of Science in Management (Honours) |
| Minimum Programme Credits | 167 |
| Minimum Major Credits | 80 |
| Marketing is also offered as a MINOR | |
| Credits | |
|---|---|
| Foundation Programme (Three Studios) | 9 |
| First Year Interdisciplinary Seminar on Critical Thinking and Writing | 3 |
Note: If a student’s performance in the First Year Interdisciplinary Seminar Course is unsatisfactory, they will have to retake the course during a specified time window.
| Credits | |
|---|---|
| Humanities and Languages ETH201 Ethics |
3 |
| Social Sciences ECO100 Microeconomics |
3 |
| Biological and Life Sciences | 3 |
| Mathematical and Physical Sciences CSD105 Introduction to Data Science |
3 |
| Performing and Visual Arts | 3 |
| MAT123 Pre-Calculus | 3 |
| MGT111 Identity and Behavior | 3 |
| COM101 Effective Reading and Comprehension Skills | 3 |
| GER Elective 1 (outside area of major) |
3 |
| Sports and Wellness* | 3 |
Notes:
|
Major Requirements |
Credits |
|---|---|
| School Core | 29 |
| ECO110 Macroeconomics | 3 |
| MGT112 Organisational Process | 3 |
| MAT142 Introductory Calculus | 3 |
| STA102 Probability and Random Variables | 4 |
| STA101 Introductory Statistics | 4 |
| TOD212 Decision Sciences | 3 |
| Courses on Digital Technology and Artificial Intelligence | 6 |
| DGT101 Digital Futures: Technologies and Transformations | 1.5 |
| Electives on Digital Technology and Artificial Intelligence courses | 4.5 |
| Courses on Sustainability | 3 |
| ENV103 Energy, Environment and Sustainability | 1.5 |
| MGT208 Introduction to Sustainability | 1.5 |
| 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 |
| PRJ101 Understanding Business | 2 |
| MKT312 Essentials of Marketing Research | 3 |
| MKT321 Marketing of Services | 3 |
| MKT631 Sales and Distribution Management | 3 |
| Major Electives | 22 |
| MKT324 Retail Management | |
| MKT341 Marketing Strategy for Consumer Behaviour | |
| MKT352 Advertising: Crafting Contagious Content | |
| MKT362 Designing AI Enabled Consumer Offerings | |
| MKT380 Pricing, A Marketing Perspective | |
| MKT601 Business to Business Marketing (ENABLE) | |
| MKT623 Marketing the Intangible | |
| MKT625 Business of Sports: Marketing and Consumer Behaviour Perspective | |
| MKT641 Marketing Strategy for Consumer Behaviour | |
| MKT642 Interdisciplinary Approach to Consumer Understanding | |
| MKT653 Digital Marketing (ENABLE) | |
| MKT654 Strategic Brand Management | |
| MKT651 Integrated Marketing Communication | |
| MKT661 Luxury Marketing | |
| MKT662 Marketing Strategy Using MarkStrat | |
| MKT671 Marketing Analytics | |
| MKT672 Artificial Intelligence in Marketing | |
| MKT673 Competition and Marketing | |
| COM212 Digital Humanities | |
| COM506 Culture and Communication | |
| COM594 Introduction to Negotiation | |
| DES102 Visual Communication and Graphic Design | |
| DES201 Strategic Branding and Package Design | |
| DES203 Design Thinking and Problem Solving | |
| ECO203/ 503 Experimental and Behavioural Economics | |
| FBE101 Introduction to Entrepreneurship | |
| MGT508 Sustainability, Business and Society | |
| MGT515 Health Care Management | |
| MGT545 Cooperative Strategies and Ecosystems | |
| MGT546 Pharmaceutical Industry and Healthcare Sector: Challenges and Opportunities | |
| TOD326 Project Management | |
| TOD324 Service Operations Management | |
| PSY340 Positive Psychology | |
| PSY416 Psychology of Emotions | |
| PSY321 Sensation and Perception |
University recognises the evolving expectations of employers, who seek adaptable, tech-savvy, and well-rounded individuals with strong communication, problem-solving, and teamwork abilities. Accordingly, the university integrates structured skill courses delivered through both internal and external platforms to prepare students as “T-shaped” professionals capable of applying knowledge effectively in diverse professional contexts. Skill courses are designed and offered with an aim to develop applied, demonstrable capabilities aligned with career aspirations and job roles.
Note: Courses to be taken from the existing list or approved On-campus courses and MOOCs: See document Mapping Skills to Jobs.
Free electives let students pursue any particular area in more depth, develop alternate areas of expertise, or learn more about many other interests. They provide flexibility for customising education at the University. It can take the following form:
Notes:
All graduating students must have completed an Undergraduate Thesis or a Capstone Project. Students can approach a faculty member within the University to serve as a mentor for their undergraduate thesis. Students with a CGPA below the cut-off must complete a capstone project. These projects involve interdisciplinary groups (four to six students) collaborating to solve real-world problems that require expertise from multiple fields. They identify a problem and seek guidance from a faculty mentor to formulate a capstone project, which can be done across two semesters (six credits each semester or three + nine credits) or in a single semester.
A summer internship offers invaluable professional experience and the chance to develop specific, employable skills. It provides an excellent opportunity to explore potential career paths post graduation or discover new graduate programme interests. This experience connects with industry, often serving as a direct stepping stone to a job offer. Most of our programmes include a mandatory internship requirement.
It's advised that you start thinking about internships early in the monsoon semester. You may seek advice from the Career Development Centre.
All students will complete 45 hours of community engagement to develop a sense of social responsibility, enhance problem-solving skills, and understand their role as engaged members of society. They must undergo a mandatory course, VOL101 Engagement with Society, which is a graduation requirement. Students are advised to complete the course during the first two years at the University. Volunteer work could include teaching underprivileged children, participating in adult literacy programmes, distributing blankets or other items, working with old age homes and orphanages, providing support and encouragement to patients at hospitals, cleaning heritage sites, engaging with workers on campus, operating a food bank, engaging with the police, municipal government, zoo, sanitation services, etc.