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BBA-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 essential skills for the dynamic Indian market. It covers core marketing principles, digital strategies, consumer behavior, and brand management, reflecting the country''''s diverse consumer landscape and booming digital economy. The program emphasizes practical application and industry relevance.
Who Should Apply?
This program is ideal for fresh graduates with a keen interest in business and consumer dynamics, seeking entry into the marketing field. It also suits individuals looking to upskill in digital marketing or brand strategy, and career changers aiming for roles in Indian e-commerce, advertising, or product management, providing a strong foundation.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including roles as Marketing Executives, Brand Managers, Digital Marketing Specialists, or Sales Analysts. Entry-level salaries range from 3-6 LPA, growing significantly with experience. The program aligns with industry demands for skilled professionals in India''''s competitive marketing sector.
Student Success Practices
Foundation Stage
Build Foundational Business Acumen- (Semester 1-2)
Focus on thoroughly understanding core subjects like Business Economics, Accounting, and Principles of Management. Attend all lectures, participate actively in discussions, and clarify doubts promptly to establish a strong academic base.
Tools & Resources
University library resources, Online business news portals (Livemint, Economic Times), Basic accounting software tutorials
Career Connection
A solid understanding of business fundamentals is crucial for any marketing role, enabling effective decision-making and strategic thinking.
Develop Strong Communication Skills- (Semester 1-2)
Actively participate in group presentations, debates, and public speaking opportunities. Seek feedback on communication style and practice written communication through assignments and reports. Engage in peer learning to articulate ideas clearly.
Tools & Resources
Toastmasters International clubs (if available), Presentation software (PowerPoint, Google Slides), Grammar and writing tools (Grammarly)
Career Connection
Excellent communication is vital for marketing professionals to convey messages effectively to consumers, teams, and stakeholders.
Master Basic Computer Applications- (Semester 1-2)
Gain proficiency in essential software like MS Excel, Word, and PowerPoint, which are indispensable for data analysis, report writing, and presentations in business. Explore introductory data visualization tools.
Tools & Resources
Microsoft Office tutorials, Online courses on data entry and spreadsheet management, YouTube tutorials for basic data visualization
Career Connection
Strong technical skills enhance efficiency in market research, campaign tracking, and creating professional marketing materials, boosting employability.
Intermediate Stage
Engage in Marketing Case Study Analysis- (Semester 3-5)
Regularly analyze real-world marketing case studies, focusing on Indian companies and consumer behavior. Participate in inter-college case study competitions to apply theoretical knowledge and develop problem-solving skills.
Tools & Resources
Harvard Business Review cases, Indian School of Business (ISB) case studies, Industry reports, Marketing journals
Career Connection
Develops critical thinking and strategic planning abilities, essential for formulating effective marketing campaigns and understanding market challenges.
Pursue Relevant Internships- (Semester 4-5 (during breaks))
Seek internships in marketing departments of startups, SMEs, or corporate firms during semester breaks. Focus on roles that offer exposure to market research, digital marketing, or brand activation.
Tools & Resources
LinkedIn, Internshala, Company career pages, University placement cell
Career Connection
Provides practical industry experience, builds a professional network, and often leads to pre-placement offers, significantly enhancing career prospects.
Develop Digital Marketing Skills- (Semester 4-5)
Complement theoretical knowledge with practical skills in digital marketing tools and platforms. Obtain certifications in Google Ads, Google Analytics, or social media marketing to stand out.
Tools & Resources
Google Digital Garage, HubSpot Academy, SEMrush Academy, Coursera/edX courses on digital marketing
Career Connection
Digital marketing is a high-demand skill in India; proficiency opens doors to roles in performance marketing, content strategy, and SEO.
Advanced Stage
Undertake a Comprehensive Marketing Project- (Semester 6)
Choose a major project that addresses a current marketing challenge for a real business or industry. This could involve market entry strategy, new product launch, or digital campaign design, culminating in a detailed report and presentation.
Tools & Resources
Market research databases, Statistical software (SPSS, R), Project management tools (Trello, Asana)
Career Connection
Showcases ability to lead projects, solve complex problems, and apply academic knowledge to practical scenarios, highly valued by recruiters.
Network with Industry Professionals- (Semester 5-6)
Attend industry conferences, workshops, and alumni meetups. Connect with marketing leaders and practitioners on platforms like LinkedIn to gain insights, seek mentorship, and explore career opportunities.
Tools & Resources
LinkedIn, Industry associations (e.g., MMA India, IAMAI), University alumni network events
Career Connection
Expands professional contacts, provides a competitive edge in job searching, and offers insights into current industry trends and demands.
Prepare for Placement Drives and Interviews- (Semester 6)
Actively participate in mock interviews, group discussions, and resume-building workshops organized by the university''''s placement cell. Tailor applications to specific marketing roles and companies.
Tools & Resources
University placement cell, Online interview preparation platforms, Career counseling services
Career Connection
Maximizes chances of securing desirable placements by honing interview skills, refining presentation, and demonstrating readiness for corporate roles.
Program Structure and Curriculum
Eligibility:
- 10+2 or equivalent examination from a recognized Board with a minimum of 50% aggregate marks (45% for SC/ST).
Duration: 3 years / 6 semesters
Credits: 140 Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAH 101 | Business Economics | Core Course | 4 | |
| BBAH 102 | Business Accounting | Core Course | 4 | |
| BBAH 103 | Business Mathematics | Core Course | 4 | |
| BBAH 104 | Principles of Management | Core Course | 4 | |
| BBAH 105 | Business Communication | Skill Enhancement Course (SEC) | 2 | |
| BBAH 106 | Environmental Studies | Ability Enhancement Compulsory Course (AECC) | 2 | |
| BBAH 107 | Computer Applications in Business | Skill Enhancement Course (SEC) | 4 |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAH 201 | Cost Accounting | Core Course | 4 | |
| BBAH 202 | Business Statistics | Core Course | 4 | |
| BBAH 203 | Marketing Management | Core Course | 4 | |
| BBAH 204 | Organizational Behavior | Core Course | 4 | |
| BBAH 205 | Business Law | Core Course | 4 | |
| BBAH 206 | Financial Management | Core Course | 4 | |
| BBAH 207 | Ethics and Values | Value Added Course (VAC) | 2 |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAH 301 | Human Resource Management | Core Course | 4 | |
| BBAH 302 | Business Research Methods | Core Course | 4 | |
| BBAH 303 | Operations Management | Core Course | 4 | |
| BBAH 304 | Production and Logistics Management | Core Course | 4 | |
| BBAH 305 | Banking and Insurance | Core Course | 4 | |
| BBAH 306 | Corporate Finance | Core Course | 4 |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAH 401 | International Business | Core Course | 4 | |
| BBAH 402 | Business Analytics | Core Course | 4 | |
| BBAH 403 | Entrepreneurship and Small Business Management | Core Course | 4 | |
| BBAH 404 | Strategic Management | Core Course | 4 | |
| BBAH 405 | Supply Chain Management | Core Course | 4 | |
| BBAH 406 | Consumer Behavior | Discipline Specific Elective (Marketing) | 4 | |
| BBAH 407 | Retail Management | Discipline Specific Elective (Marketing) | 4 |
