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B-COM-HONS in Marketing at Alliance University
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Alliance University Bengaluru?
This Marketing specialization program at Alliance University focuses on equipping students with a comprehensive understanding of market dynamics, consumer behavior, and strategic communication. It integrates modern marketing tools and techniques relevant to the rapidly evolving Indian business landscape, preparing graduates for diverse roles in sales, advertising, and digital marketing. The program emphasizes practical application and industry-ready skills for the vibrant Indian market.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the dynamic field of marketing, individuals passionate about brand building and consumer engagement. It also caters to those looking to develop analytical skills to understand market trends and design effective marketing campaigns. Specific prerequisite backgrounds often include a strong aptitude for communication, creativity, and a keen interest in business strategy.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths such as Marketing Executive, Brand Manager, Digital Marketing Specialist, Sales Manager, or Market Research Analyst. Entry-level salaries typically range from INR 3.5 Lakhs to 6 Lakhs annually, with experienced professionals earning significantly more. The program aligns with professional certifications in digital marketing and analytics, enhancing growth trajectories in Indian and multinational companies operating in India.
Student Success Practices
Foundation Stage
Master Business Fundamentals & Communication- (Semester 1-2)
Develop a strong understanding of core commerce subjects like accounting, economics, and business law. Simultaneously, hone your English communication skills, both written and verbal, crucial for corporate interactions. Actively participate in class discussions and present findings effectively.
Tools & Resources
Alliance University Library resources, Grammarly for writing improvement, Toastmasters (if available locally) for public speaking, Business newspapers like The Economic Times
Career Connection
A solid foundation in commerce and impeccable communication are non-negotiable for entry-level roles across all industries, including marketing. It builds credibility and enables effective stakeholder engagement.
Build a Strong Academic Network- (Semester 1-2)
Engage with faculty during office hours, seek mentorship, and actively participate in academic clubs or societies related to commerce or management. Collaborate with peers on projects to foster teamwork and diverse perspectives. Attend webinars and workshops organized by the university.
Tools & Resources
Faculty office hours, University academic clubs (e.g., Commerce Club, Entrepreneurship Cell), LinkedIn for professional networking events
Career Connection
Networking opens doors to insights, internship opportunities, and mentorship. A strong academic record, combined with a robust network, enhances your profile for campus placements in India.
Cultivate Basic Digital Literacy & Data Skills- (Semester 1-2)
While not a core specialization focus yet, grasp fundamental computer applications in business, including spreadsheets (Excel) for data organization and basic presentation software. Explore introductory courses on data analysis to prepare for future quantitative subjects.
Tools & Resources
Microsoft Office Suite tutorials, Online courses on basic Excel functions (e.g., from Coursera/edX), Alliance University''''s computer labs
Career Connection
Modern marketing heavily relies on data. Basic digital literacy and data handling skills are foundational for any marketing role, from analyzing campaign performance to managing customer databases.
Intermediate Stage
Deep Dive into Marketing Concepts & Industry Exposure- (Semester 3-5)
Beyond classroom learning, read marketing blogs, case studies, and industry reports. Seek out internships, even short-term ones, in marketing departments of local businesses or startups. Actively participate in marketing-related competitions or hackathons.
Tools & Resources
Marketing Week, Brand Equity (ET), AdAge India, LinkedIn for internship searches, College marketing club activities, Case study competitions
Career Connection
Practical application of marketing theories through internships and competitions helps bridge the gap between academia and industry, significantly improving placement prospects in India''''s competitive marketing landscape.
Develop Specialized Marketing Skills- (Semester 3-5)
Focus on developing skills in areas like digital marketing, content creation, or market research techniques. Take online courses or certifications in tools prevalent in the Indian market, such as Google Ads, Google Analytics, or social media marketing platforms.
Tools & Resources
Google Skillshop (for Ads/Analytics), HubSpot Academy (for content/inbound marketing), Online graphic design tools like Canva, Market research reports from IBEF, Deloitte
Career Connection
Specialized skills are highly valued by Indian employers. Demonstrating proficiency in in-demand areas like digital marketing makes you a strong candidate for roles in agencies, e-commerce, and corporate marketing teams.
Engage in Professional Networking & Mentorship- (Semester 3-5)
Attend industry events, seminars, and guest lectures to connect with marketing professionals. Seek out mentors who can provide guidance on career paths and industry trends in India. Join professional bodies if relevant.
Tools & Resources
LinkedIn networking, Industry events (e.g., those organized by FICCI, CII chapters), Alumni mentorship programs, Marketing associations in India
Career Connection
Networking can lead to job referrals, informational interviews, and insights into specific company cultures, invaluable for navigating the Indian job market and securing relevant placements.
Advanced Stage
Undertake a Comprehensive Marketing Project/Internship- (Semester 6)
Secure a long-term internship or undertake a significant project in a marketing role, ideally focusing on your area of interest (e.g., brand management, digital strategy). Document your contributions and measurable impact meticulously.
Tools & Resources
Internship portals (Internshala, LinkedIn), Company websites for direct applications, Project management tools, Data visualization tools like Tableau/Power BI if applicable
Career Connection
A strong final-year project or internship provides practical experience, a tangible portfolio, and often leads to pre-placement offers, a common and highly desired outcome in Indian campus recruitment.
Prepare for Placements & Personal Branding- (Semester 6)
Refine your resume and cover letter, focusing on marketing-specific achievements. Practice mock interviews, including behavioral and case study questions. Develop a professional online presence (LinkedIn, personal portfolio if applicable) to showcase your skills and projects.
Tools & Resources
Alliance University Career Services, Online resume builders, Mock interview platforms, LinkedIn profile optimization guides
Career Connection
Effective placement preparation is critical for securing desired roles. A well-crafted resume and strong interview performance directly influence your ability to land jobs with top Indian and multinational companies.
Explore Advanced Certifications & Industry Trends- (Semester 6 and beyond)
Consider advanced certifications in niche marketing areas like marketing analytics, content strategy, or CRM, if they align with your career goals. Stay updated on emerging trends in AI in marketing, influencer marketing, and sustainable marketing practices in India.
Tools & Resources
Advanced certifications (e.g., from institutions like IIMs, online platforms), Industry reports (Nielsen, KPMG, PwC India), Marketing technology blogs
Career Connection
Continuing education and awareness of future trends ensure long-term career growth, positioning you as a forward-thinking professional capable of adapting to the evolving demands of the Indian marketing sector.
Program Structure and Curriculum
Eligibility:
- 10+2 or equivalent examination from a recognized board with a minimum of 45% marks (40% for SC/ST categories)
Duration: 3 years (6 semesters)
Credits: Approximately 150-160 (exact figure not explicitly stated publicly for this academic year, but typical for program) Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH101 | Financial Accounting I | Core | 4 | Accounting Principles, Journal and Ledger, Trial Balance, Final Accounts, Depreciation Methods |
| BCH102 | Business Organization and Management | Core | 4 | Forms of Business, Management Principles, Planning and Organizing, Directing and Controlling, Social Responsibility |
| BCH103 | Micro Economics | Core | 4 | Economic Concepts, Demand and Supply, Consumer Behavior, Production Analysis, Market Structures |
| BCH104 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments, Consumer Protection, Company Law Overview |
| BCH105 | English Language & Communication | Ability Enhancement Compulsory Course (AECC) | 2 | Business Communication, Grammar and Vocabulary, Report Writing, Presentation Skills, Public Speaking |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH201 | Financial Accounting II | Core | 4 | Partnership Accounts, Insolvency Accounts, Branch Accounts, Hire Purchase, Departmental Accounts |
| BCH202 | Principles of Marketing | Core | 4 | Marketing Fundamentals, Market Segmentation, Product Decisions, Pricing Strategies, Promotion and Distribution |
| BCH203 | Macro Economics | Core | 4 | National Income, Inflation and Deflation, Fiscal Policy, Monetary Policy, Business Cycles |
| BCH204 | Corporate Law | Core | 4 | Company Formation, Share Capital, Directors and Meetings, Corporate Governance, Winding Up |
| BCH205 | Business Statistics | Core | 4 | Measures of Central Tendency, Correlation and Regression, Probability, Sampling Methods, Time Series Analysis |
| BCH206 | Environmental Studies | Ability Enhancement Compulsory Course (AECC) | 2 | Ecosystems, Biodiversity, Pollution Types, Environmental Policies, Sustainable Development |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH301 | Cost Accounting | Core | 4 | Cost Concepts, Cost Sheet, Material Costing, Labor Costing, Overhead Allocation |
| BCH302 | Human Resource Management | Core | 4 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management |
| BCH303 | Indian Financial System | Core | 4 | Financial Markets, Financial Institutions, RBI and SEBI, Capital Market, Money Market |
| BCH304 | Computer Applications in Business | Core | 4 | MS Office for Business, Data Analysis Tools, E-commerce Platforms, Cyber Security Basics, Database Management |
| BCH3M01 | Consumer Behavior | Marketing Specialization Elective | 4 | Consumer Decision Process, Cultural Influences, Social Factors, Psychological Factors, Consumer Motivation |
| BCH3M02 | Advertising and Sales Management | Marketing Specialization Elective | 4 | Advertising Objectives, Media Planning, Sales Force Management, Personal Selling, Sales Promotion |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH401 | Management Accounting | Core | 4 | Ratio Analysis, Fund Flow Statement, Cash Flow Statement, Budgetary Control, Standard Costing |
| BCH402 | Income Tax Law & Practice | Core | 4 | Heads of Income, Deductions, Tax Computation, Assessment Procedures, GST Basics |
| BCH403 | International Business | Core | 4 | Globalization, Trade Theories, International Institutions, Exchange Rates, Multinational Corporations |
| BCH404 | Business Research Methods | Core | 4 | Research Design, Data Collection, Sampling Techniques, Data Analysis, Report Writing |
| BCH4M03 | Digital Marketing | Marketing Specialization Elective | 4 | SEO and SEM, Social Media Marketing, Content Marketing, Email Marketing, Web Analytics |
| BCH4M04 | Marketing Research | Marketing Specialization Elective | 4 | Research Process, Primary Data, Secondary Data, Questionnaire Design, Statistical Tools |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH501 | Auditing and Corporate Governance | Core | 4 | Auditing Concepts, Types of Audit, Audit Report, Corporate Governance Principles, Ethics in Business |
| BCH502 | Entrepreneurship Development | Core | 4 | Entrepreneurship Concept, Business Idea Generation, Business Plan, Funding Sources, Start-up Ecosystem |
| BCH503 | Financial Management | Core | 4 | Capital Budgeting, Working Capital, Cost of Capital, Leverage Analysis, Dividend Policy |
| BCH5M05 | Brand Management | Marketing Specialization Elective | 4 | Brand Equity, Brand Identity, Brand Positioning, Brand Extension, Brand Loyalty |
| BCH5M06 | Retail Management | Marketing Specialization Elective | 4 | Retail Formats, Store Management, Merchandising, Retail Analytics, E-tailing |
| BCH5G01 | Generic Elective - I | Generic Elective | 4 |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH601 | Strategic Management | Core | 4 | Strategic Planning, SWOT Analysis, Competitive Strategies, Strategic Implementation, Performance Evaluation |
| BCH602 | GST and Customs Law | Core | 4 | GST Framework, Input Tax Credit, Taxable Event, Customs Duty, Valuation under GST |
| BCH6M07 | Services Marketing | Marketing Specialization Elective | 4 | Service Characteristics, Service Quality, Service Process, Customer Relationships, Integrated Service Marketing |
| BCH6M08 | International Marketing | Marketing Specialization Elective | 4 | Global Marketing Environment, Market Entry Strategies, Product Adaptation, Pricing in International Markets, Global Distribution |
| BCH6P01 | Project Work / Internship | Project | 6 | |
| BCH6G02 | Generic Elective - II | Generic Elective | 4 |
