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BACHELOR-OF-COMMERCE-REGULAR in Marketing at Canara College
Dakshina Kannada, Karnataka
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About the Specialization
What is Marketing at Canara College Dakshina Kannada?
This Marketing specialization program at Canara College focuses on equipping students with essential skills in brand building, market research, consumer analysis, and strategic promotional activities. Rooted in the dynamic Indian industry context, the program emphasizes practical understanding of diverse market landscapes, from traditional retail to burgeoning digital platforms. Its comprehensive curriculum prepares students for the evolving demands of the Indian marketing sector, fostering innovation and adaptability.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the vibrant field of marketing, aspiring entrepreneurs looking to effectively promote their ventures, and individuals keen on understanding consumer psychology and market dynamics. It also suits those with a foundational interest in business who wish to specialize in the creative and analytical aspects of connecting products with customers in India''''s diverse markets.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths such as Brand Manager, Digital Marketing Executive, Market Research Analyst, Sales Manager, and Advertising Specialist. Entry-level salaries typically range from INR 3-5 LPA, growing significantly with experience. The program aligns with industry demands for skilled professionals capable of navigating India''''s unique consumer behavior and competitive market, offering robust growth trajectories within national and multinational companies.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus intensely on core subjects like Financial Accounting, Business Organization, and Business Economics to establish a robust understanding of how businesses operate. Utilize online resources like NPTEL for conceptual clarity and solve case studies relevant to Indian companies.
Tools & Resources
NPTEL courses, Indian business news portals, NCERT Commerce textbooks
Career Connection
A solid foundation in business principles is crucial for understanding marketing''''s role within an organization, preparing students for strategic marketing roles later.
Develop Effective Communication Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and debates during language and skill enhancement courses. Join college clubs focused on public speaking or content creation to refine verbal and written communication, essential for marketing professionals.
Tools & Resources
Toastmasters International (if college chapter exists), Grammarly, College debate clubs
Career Connection
Strong communication is vital for presenting marketing campaigns, negotiating with clients, and articulating brand messages, directly impacting career advancement.
Master Quantitative and Analytical Basics- (Semester 1-2)
Pay close attention to Quantitative Methods and Business Economics, as data analysis is becoming increasingly critical in marketing. Practice problem-solving regularly and explore basic data visualization tools.
Tools & Resources
Khan Academy for Math, Excel tutorials, Online quizzes on economics
Career Connection
Understanding data helps in market research, campaign performance analysis, and budgeting, which are key responsibilities for marketing professionals.
Intermediate Stage
Engage in Practical Marketing Projects- (Semester 3-5)
Seek opportunities for mini-projects or internships with local businesses, startups, or NGOs to apply marketing principles. This could involve social media management, content creation, or small-scale market surveys, gaining hands-on experience in the Indian context.
Tools & Resources
LinkedIn for internships, Local business directories, Canva for design
Career Connection
Practical exposure builds a portfolio, enhances problem-solving skills, and makes students more employable for marketing roles.
Build a Professional Network- (Semester 3-5)
Attend industry workshops, seminars, and guest lectures organized by the college or local business chambers. Connect with alumni and industry professionals on platforms like LinkedIn to gain insights and identify mentorship opportunities within the Indian market.
Tools & Resources
LinkedIn, Industry conferences (online/offline), College alumni network events
Career Connection
Networking opens doors to internships, job opportunities, and invaluable career guidance from experienced professionals.
Specialise in Digital Marketing Fundamentals- (Semester 4-5)
While general marketing is taught, proactively learn digital marketing essentials like SEO, SEM, social media marketing, and email marketing. Pursue online certifications to supplement classroom learning, given the digital transformation in India''''s marketing landscape.
Tools & Resources
Google Digital Garage, HubSpot Academy, YouTube tutorials on digital marketing
Career Connection
Digital marketing skills are highly sought after in the Indian job market, offering a competitive edge for entry-level positions and future growth.
Advanced Stage
Undertake Specialised Marketing Research- (Semester 5-6)
For Project Work in Semester 5 and 6, choose a topic directly related to Marketing, especially focusing on local consumer insights, brand strategies of Indian companies, or the impact of digital trends. Conduct thorough primary and secondary research.
Tools & Resources
SurveyMonkey, Google Scholar, Industry reports (e.g., from FICCI, NASSCOM)
Career Connection
Deep research experience showcases analytical abilities and domain expertise, highly valued for market research or strategic marketing roles.
Prepare for Placement with Targeted Skills- (Semester 6)
Focus on developing skills directly relevant to Marketing roles: presentation, negotiation, critical thinking, and specific software proficiency (e.g., CRM tools, marketing analytics). Participate in mock interviews and group discussions tailored for marketing roles in India.
Tools & Resources
Online interview prep platforms, Placement cell workshops, Salesforce Trailhead (for CRM basics)
Career Connection
Targeted preparation enhances confidence and performance in recruitment processes, leading to better placement outcomes.
Curate a Comprehensive Marketing Portfolio- (Semester 6)
Compile all relevant projects, internships, certifications, and achievements into a professional portfolio, highlighting contributions to marketing campaigns, analytical insights, or creative content. This serves as a tangible demonstration of skills to potential employers.
Tools & Resources
Behance, LinkedIn profile, Personal website/blog
Career Connection
A strong portfolio differentiates candidates in the competitive Indian job market and showcases practical applicability of learned skills.
Program Structure and Curriculum
Eligibility:
- Pass in PUC / 10+2 Examination or any other equivalent examination recognized by Mangalore University.
Duration: 6 semesters / 3 years
Credits: 168 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| COM 101 | Kannada / Sanskrit / Hindi / Malayalam / Tamil / Telugu / Urdu / Konkani / Arabic / French | Language | 3 | Prose and Poetry, Grammar, Translation, Letter Writing, Comprehension |
| COM 102 | English | Language | 3 | Communication Skills, Grammar and Usage, Writing Skills, Literary Texts, Vocabulary |
| COM 103 | Financial Accounting I | Core | 4 | Accounting Principles, Journal and Ledger, Trial Balance, Final Accounts of Sole Proprietor, Bills of Exchange |
| COM 104 | Principles of Marketing | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer Behaviour, Product Planning, Pricing Strategies |
| COM 105 | Business Organization and Management | Core | 4 | Business Forms, Management Principles, Planning and Organizing, Directing and Controlling, Social Responsibility |
| COM 106 | Quantitative Methods for Business I | Core | 4 | Basic Mathematics, Functions and Equations, Matrices and Determinants, Simple Interest, Compound Interest |
| COM 107 | Digital Fluency | Skill Enhancement Course (SEC) | 2 | Digital Technologies, Cyber Security, Digital Payments, Cloud Computing, Social Media Ethics |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| COM 201 | Kannada / Sanskrit / Hindi / Malayalam / Tamil / Telugu / Urdu / Konkani / Arabic / French | Language | 3 | Literary Appreciation, Grammar Practice, Essay Writing, Creative Writing, Cultural Aspects |
| COM 202 | English | Language | 3 | Business Correspondence, Report Writing, Presentation Skills, Group Discussions, Interview Skills |
| COM 203 | Financial Accounting II | Core | 4 | Consignment Accounts, Joint Venture Accounts, Branch Accounts, Departmental Accounts, Insolvency Accounts |
| COM 204 | Business Economics | Core | 4 | Demand and Supply, Elasticity of Demand, Production Analysis, Cost Concepts, Market Structures |
| COM 205 | Corporate Administration | Core | 4 | Company Formation, Share Capital, Debentures, Company Meetings, Winding Up of Companies |
| COM 206 | Quantitative Methods for Business II | Core | 4 | Measures of Central Tendency, Measures of Dispersion, Correlation, Regression, Index Numbers |
| COM 207 | Environmental Studies | Ability Enhancement Compulsory Course (AECC) | 2 | Ecosystems, Environmental Pollution, Natural Resources, Biodiversity, Environmental Management |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| COM 301 | Business Communication | Skill Enhancement Course (SEC) | 2 | Verbal Communication, Non-Verbal Communication, Report Writing, Drafting Emails, Cross-Cultural Communication |
| COM 302 | Corporate Accounting I | Core | 4 | Share Capital Transactions, Debenture Issue, Redemption of Preference Shares, Redemption of Debentures, Amalgamation of Companies |
| COM 303 | Cost Accounting | Core | 4 | Cost Concepts, Elements of Cost, Material Costing, Labour Costing, Overhead Costing |
| COM 304 | Financial Management | Core | 4 | Financial Goals, Capital Budgeting, Cost of Capital, Leverage, Working Capital Management |
| COM 305 | Indian Financial System | Core | 4 | Financial Markets, Financial Institutions, Money Market, Capital Market, SEBI |
| COM 306 | Elective - Human Resource Management | Discipline Specific Elective (DSE) | 4 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Industrial Relations |
| COM 307 | Indian Constitution | Ability Enhancement Compulsory Course (AECC) | 2 | Constitutional History, Fundamental Rights, Directive Principles, Panchayati Raj, Election Commission |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| COM 401 | E-Commerce | Skill Enhancement Course (SEC) | 2 | Introduction to E-Commerce, Business Models, Payment Systems, Security Issues, E-Marketing |
| COM 402 | Corporate Accounting II | Core | 4 | Valuation of Shares, Valuation of Goodwill, Internal Reconstruction, External Reconstruction, Liquidation of Companies |
| COM 403 | Income Tax Law & Practice I | Core | 4 | Basic Concepts of Income Tax, Residential Status, Income from Salaries, Income from House Property, Profits and Gains of Business |
| COM 404 | Business Regulations | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Consumer Protection Act, Competition Act |
| COM 405 | Banking Law and Operations | Core | 4 | Types of Banks, RBI and Monetary Policy, Banker-Customer Relationship, Types of Accounts, Modern Banking Services |
| COM 406 | Elective - Entrepreneurship Development | Discipline Specific Elective (DSE) | 4 | Concept of Entrepreneurship, Entrepreneurial Process, Business Plan, Funding for Startups, Government Support |
| COM 407 | Human Rights and Gender Equality | Ability Enhancement Compulsory Course (AECC) | 2 | Concept of Human Rights, Women''''s Rights, Child Rights, Gender Sensitization, Legal Frameworks |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| COM 501 | Advanced Corporate Accounting | Core | 4 | Accounting for Holding Companies, Consolidated Financial Statements, Accounting for Insurance Companies, Accounting for Banking Companies, Farm Accounting |
| COM 502 | Income Tax Law & Practice II | Core | 4 | Capital Gains, Income from Other Sources, Clubbing of Income, Set off and Carry Forward of Losses, Deductions from Gross Total Income |
| COM 503 | International Business | Discipline Specific Elective (DSE) | 4 | Globalization, International Trade Theories, Foreign Exchange Market, Balance of Payments, Multinational Corporations |
| COM 504.1 | Marketing Management (Marketing Specialization) | Discipline Specific Elective (DSE) - Marketing | 4 | Marketing Mix, Product Life Cycle, Branding and Packaging, Channel Management, Promotion Decisions |
| COM 505.1 | Consumer Behaviour (Marketing Specialization) | Discipline Specific Elective (DSE) - Marketing | 4 | Consumer Decision Process, Motivation and Perception, Learning and Memory, Attitudes and Values, Cultural and Social Influences |
| COM 506 | Project Work I | Core | 2 | Research Methodology, Data Collection, Data Analysis, Report Writing, Presentation Skills |
| COM 507 | Skill Enhancement Course (Elective from list) | Skill Enhancement Course (SEC) | 2 | Advanced Excel, Tally ERP, Digital Marketing Fundamentals, Financial Planning Basics, Stock Market Operations |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| COM 601 | Auditing and Assurance | Core | 4 | Auditing Concepts, Types of Audit, Internal Control, Audit Report, Company Audit |
| COM 602 | Goods and Services Tax (GST) | Core | 4 | Concept of GST, GST Council, CGST, SGST, IGST, Input Tax Credit, GST Returns |
| COM 603 | Management Accounting | Discipline Specific Elective (DSE) | 4 | Financial Statement Analysis, Ratio Analysis, Fund Flow Statement, Cash Flow Statement, Budgetary Control |
| COM 604.1 | Advertising and Sales Management (Marketing Specialization) | Discipline Specific Elective (DSE) - Marketing | 4 | Role of Advertising, Advertising Media, Creative Strategy, Sales Force Management, Personal Selling |
| COM 605.1 | International Marketing (Marketing Specialization) | Discipline Specific Elective (DSE) - Marketing | 4 | Global Marketing Environment, Market Entry Strategies, International Product Decisions, International Pricing, Global Promotion |
| COM 606 | Project Work II & Viva-Voce | Core | 2 | Project Implementation, Data Analysis and Interpretation, Thesis Writing, Defense of Project, Viva-Voce Examination |
| COM 607 | Skill Enhancement Course (Elective from list) | Skill Enhancement Course (SEC) | 2 | Entrepreneurial Skills, Business Analytics Tools, Personality Development, Foreign Language Basics, Conflict Management |
