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BBA in Marketing Management at Anand Institute of Business Studies
Anand, Gujarat
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About the Specialization
What is Marketing Management at Anand Institute of Business Studies Anand?
This Marketing Management program at Anand Institute of Business Studies, affiliated with Sardar Patel University, focuses on equipping students with essential skills for the dynamic Indian market. It delves into consumer behavior, market research, branding, and digital marketing strategies, preparing future business leaders to navigate the complexities of local and global commerce. The program emphasizes practical exposure to industry trends and challenges specific to the Indian context, making it highly relevant.
Who Should Apply?
This program is ideal for fresh graduates from diverse academic backgrounds who possess a keen interest in understanding market dynamics and consumer psychology. It also caters to aspiring entrepreneurs and young professionals looking to build a robust career in marketing, sales, advertising, or brand management. Candidates with strong analytical skills and a creative mindset will find this specialization particularly rewarding for their career growth.
Why Choose This Course?
Graduates of this program can expect to secure roles such as Marketing Executive, Brand Manager, Sales Manager, or Digital Marketing Specialist in leading Indian companies and MNCs operating in India. Entry-level salaries typically range from INR 3-5 LPA, with experienced professionals earning significantly more. The strong foundation also prepares students for further specialization or advanced degrees, aligning with professional certifications in digital marketing or sales.
Student Success Practices
Foundation Stage
Master Business Fundamentals with Conceptual Clarity- (Semester 1-2)
Focus intently on understanding core concepts in Financial Accounting, Principles of Management, and Business Economics. Don''''t just memorize; apply these principles to real-world Indian business scenarios discussed in class. Actively participate in discussions to solidify understanding.
Tools & Resources
SPU''''s prescribed textbooks, eGyanKosh (IGNOU), Study groups
Career Connection
A strong grasp of fundamentals is crucial for higher-level courses and forms the bedrock for decision-making roles in any business domain, including marketing.
Enhance Communication and Presentation Skills- (Semester 1-2)
Actively seek opportunities to present in class, participate in debates, and engage in group projects. Focus on clear, concise communication and effective visual aids. Request feedback from faculty and peers to continuously improve.
Tools & Resources
College''''s language lab facilities, TED Talks, Microsoft PowerPoint, Google Slides
Career Connection
Strong communication skills are paramount for marketing professionals who need to articulate ideas, pitch products, and interact with diverse stakeholders.
Develop Basic Digital Literacy and Data Handling- (Semester 1-2)
Beyond MS-Office, explore basic data analysis concepts taught in Business Mathematics & Statistics. Understand how data can be used to inform business decisions, even at a fundamental level.
Tools & Resources
MS Excel, Coursera (introductory tutorials), YouTube (data interpretation)
Career Connection
Early exposure to data and digital tools is critical for marketing roles, which increasingly rely on analytics for campaign effectiveness and consumer insights.
Intermediate Stage
Engage in Industry-Relevant Case Study Analysis- (Semester 3-4)
Beyond textbook learning, actively analyze marketing-focused case studies related to Indian companies. Critically evaluate marketing strategies, identify challenges, and propose solutions, focusing on the cultural and economic nuances of India.
Tools & Resources
IIM-A case studies, Harvard Business Review (via library), Inter-college case competitions
Career Connection
Develops problem-solving skills, strategic thinking, and a deeper understanding of real-world marketing challenges faced by businesses in India, directly preparing for managerial roles.
Build a Professional Network and Seek Internships- (Semester 4-5)
Attend industry seminars, workshops, and guest lectures organized by the institute. Connect with speakers and alumni. Proactively seek short-term internships or live projects, especially in marketing departments of local businesses in Anand or nearby cities.
Tools & Resources
LinkedIn, College''''s placement cell, Industry event listings
Career Connection
Early industry exposure and networking are vital for understanding corporate culture, gaining practical skills, and securing future placement opportunities in the marketing sector.
Participate in Business Quizzes and Marketing Competitions- (Semester 3-5)
Form teams and participate in inter-college business quizzes, marketing plan competitions, or product launch challenges. This helps apply theoretical knowledge in a competitive, fast-paced environment and hones teamwork skills.
Tools & Resources
Economic Times, Business Standard, Marketing blogs, Online quiz platforms
Career Connection
Develops quick thinking, competitive spirit, and practical application of marketing concepts, skills highly valued in dynamic marketing roles.
Advanced Stage
Conduct a Comprehensive Marketing Research Project- (Semester 6 (Project work))
Undertake a detailed research project during the final semester on a contemporary marketing issue. This involves primary and secondary data collection, robust analysis, and presenting actionable insights relevant to the Indian market.
Tools & Resources
SPSS (if available), Google Forms, Academic databases, College library resources
Career Connection
Essential for roles in market research, business intelligence, and strategic marketing, where data-driven decisions are paramount. It showcases analytical and project management abilities.
Master Digital Marketing Tools and Analytics- (Semester 5-6)
While the syllabus covers core marketing, proactively learn practical digital marketing tools beyond the curriculum. Gain hands-on experience with Google Analytics, SEO basics, social media marketing platforms, and email marketing tools. Consider taking online certifications.
Tools & Resources
Google Digital Garage, HubSpot Academy, Coursera, Live projects for local businesses
Career Connection
Digital marketing is a high-demand skill in India. Proficiency in these tools opens doors to digital marketing specialist, content marketing, and e-commerce roles.
Prepare a Targeted Career Portfolio and Placement Strategy- (Semester 6 (Pre-placement activities))
Develop a strong resume and cover letter tailored to marketing roles. Practice group discussions and mock interviews. Identify target companies and industries within the Indian market and research their marketing strategies.
Tools & Resources
College''''s placement cell, Naukri.com, LinkedIn, Professional resume builders
Career Connection
Directly prepares students for the competitive placement process, increasing their chances of securing desirable marketing positions immediately after graduation.
Program Structure and Curriculum
Eligibility:
- 10+2 (H.S.C.) or equivalent examination passed with minimum 45% marks (40% for reserved category candidates).
Duration: 3 years / 6 semesters
Credits: 120 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA101 | Financial Accounting | Core | 4 | Introduction to Accounting, Accounting Cycle, Final Accounts, Depreciation, Accounting Standards |
| BBA102 | Principles of Management | Core | 4 | Introduction to Management, Planning, Organizing, Directing, Controlling |
| BBA103 | Business Economics | Core | 4 | Nature of Business Economics, Demand & Supply, Cost & Revenue, Market Structures, Pricing Strategies |
| BBA104 | Business Mathematics & Statistics-I | Core | 4 | Basic Mathematics, Set Theory, Functions, Matrix Algebra, Descriptive Statistics |
| BBA105 | Computer Fundamentals & MS-Office | Core | 4 | Introduction to Computers, Operating Systems, MS Word, MS Excel, MS PowerPoint |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA201 | Cost Accounting | Core | 4 | Introduction to Cost Accounting, Cost Concepts, Material Costing, Labour Costing, Overhead Costing |
| BBA202 | Organizational Behavior | Core | 4 | Introduction to OB, Perception, Learning, Motivation, Group Dynamics |
| BBA203 | Macro Economics | Core | 4 | National Income, Inflation, Business Cycles, Fiscal Policy, Monetary Policy |
| BBA204 | Business Mathematics & Statistics-II | Core | 4 | Correlation & Regression, Index Numbers, Time Series, Probability, Sampling |
| BBA205 | Environmental Studies | Core | 4 | Ecosystems, Biodiversity, Environmental Pollution, Natural Resources, Sustainable Development |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA301 | Management Accounting | Core | 4 | Introduction to Management Accounting, Fund Flow & Cash Flow, Ratio Analysis, Budgeting, Standard Costing |
| BBA302 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning, Recruitment & Selection, Training & Development, Performance Appraisal |
| BBA303 | Marketing Management | Core | 4 | Introduction to Marketing, Market Segmentation, Product Life Cycle, Pricing Decisions, Promotion Mix |
| BBA304 | Operations Research | Core | 4 | Introduction to OR, Linear Programming, Transportation Problem, Assignment Problem, Network Analysis |
| BBA305 | Legal Aspects of Business | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Consumer Protection Act, Company Law |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA401 | Financial Management | Core | 4 | Introduction to Financial Management, Capital Budgeting, Cost of Capital, Working Capital Management, Dividend Policy |
| BBA402 | Industrial Relations & Labour Laws | Core | 4 | Industrial Relations, Trade Unions, Collective Bargaining, Industrial Disputes, Labour Welfare Legislation |
| BBA403 | Research Methodology | Core | 4 | Introduction to Research, Research Design, Data Collection, Sampling, Data Analysis & Report Writing |
| BBA404 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Entrepreneurial Process, Business Idea Generation, Project Formulation, Institutional Support |
| BBA405 | E-Commerce | Core | 4 | Introduction to E-Commerce, E-Payment Systems, E-Marketing, E-Security, Legal & Ethical Issues in E-Commerce |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA501 | Strategic Management | Core | 4 | Introduction to Strategic Management, Strategic Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| BBA502 | International Business | Core | 4 | Globalization, International Trade Theories, Balance of Payments, Forex Management, International Marketing |
| BBA503 | Consumer Behavior | Marketing Elective | 4 | Introduction to Consumer Behavior, Consumer Decision Making, Individual Influences, Group Influences, Cultural Influences |
| BBA504 | Advertising & Sales Management | Marketing Elective | 4 | Introduction to Advertising, Advertising Media, Sales Promotion, Personal Selling, Sales Force Management |
| BBA505 | Industrial Training Project / Viva | Project/Viva | 4 | Project Formulation, Data Collection, Analysis, Report Writing, Presentation & Viva-Voce |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA601 | Total Quality Management | Core | 4 | Introduction to TQM, Quality Philosophies, Quality Tools, Quality Standards (ISO), TQM Implementation |
| BBA602 | Corporate Governance & Ethics | Core | 4 | Concept of Corporate Governance, Board of Directors, Shareholder Rights, Business Ethics, CSR |
| BBA603 | Rural Marketing | Marketing Elective | 4 | Rural Market Environment, Rural Consumer Behavior, Product & Pricing Strategies for Rural, Rural Communication, Rural Distribution |
| BBA604 | Services Marketing | Marketing Elective | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality, Pricing & Promotion of Services, Service Blue Printing |
| BBA605 | Comprehensive Viva-Voce | Project/Viva | 4 | Overall understanding of BBA concepts, Specialization knowledge, Current business affairs, Communication skills |
