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B-COM-HONS in Marketing at Chandigarh Business School of Administration
S.A.S. Nagar, Punjab
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About the Specialization
What is Marketing at Chandigarh Business School of Administration S.A.S. Nagar?
This Marketing specialization program at Chandigarh Business School of Administration focuses on equipping students with essential skills for the dynamic Indian market. It delves into consumer insights, digital strategies, and retail dynamics, preparing graduates to navigate complex business challenges. The program''''s strength lies in its practical approach, integrating contemporary marketing tools and a deep understanding of Indian consumer behavior. India''''s burgeoning e-commerce and traditional market segments offer vast opportunities for skilled marketing professionals.
Who Should Apply?
This program is ideal for ambitious fresh graduates seeking entry into brand management, digital marketing, or sales roles within the Indian corporate landscape. It also caters to aspiring entrepreneurs who wish to build strong market foundations for their ventures. Students with a keen interest in understanding consumer psychology, market trends, and developing creative communication strategies will find this specialization particularly rewarding. A background in commerce or a strong aptitude for business studies is a key prerequisite.
Why Choose This Course?
Graduates of this program can expect to pursue diverse career paths such as Marketing Executive, Brand Manager, Digital Marketing Specialist, Sales Manager, or Market Research Analyst in India. Entry-level salaries typically range from INR 3-5 LPA, growing significantly with experience. The specialization also prepares students for advanced studies in marketing or related professional certifications. The robust curriculum ensures a strong foundation for rapid growth in various Indian companies, from startups to established MNCs.
Student Success Practices
Foundation Stage
Build Foundational Business Acumen- (Semester 1-2)
Actively engage with core subjects like Financial Accounting, Business Law, and Business Economics. Focus on understanding the fundamental principles that govern business operations. Participate in group discussions and case studies to apply theoretical knowledge to real-world scenarios. This stage is crucial for building a strong understanding of the business landscape.
Tools & Resources
NPTEL courses on Business Fundamentals, Livemint.com (online economic journal), Class discussions and peer study groups
Career Connection
A solid understanding of business fundamentals is indispensable for any management role, providing the context for marketing decisions and ensuring a holistic business perspective for future employers.
Develop Strong Communication & Digital Literacy- (Semester 1-2)
Focus on enhancing business communication skills through presentations, report writing, and active participation in class debates. Simultaneously, master computer applications, especially MS Excel for data handling and E-commerce concepts. Utilize online resources to stay updated on digital trends.
Tools & Resources
LinkedIn Learning for communication courses, Coursera for MS Office proficiency, Nielsen India for market insights, Google Digital Garage for basic digital skills
Career Connection
Effective communication is vital for marketing roles, while digital literacy is a non-negotiable skill for navigating modern business, leading to better internship and job opportunities.
Cultivate Professional Networking Habits- (Semester 1-2)
Attend webinars, industry talks, and college events featuring business leaders and alumni. Learn to professionally interact and ask insightful questions. Start building a professional network on platforms like LinkedIn. Participate in any introductory business clubs or societies to meet like-minded peers and seniors.
Tools & Resources
LinkedIn, College alumni network events, FICCI, CII (Federation of Indian Chambers of Commerce & Industry, Confederation of Indian Industry) for event listings
Career Connection
Early networking can open doors to mentorship, internship leads, and future job opportunities, giving students an edge in the competitive Indian job market.
Intermediate Stage
Deep Dive into Marketing Principles & Consumer Psychology- (Semester 3-5)
Excel in ''''Principles of Marketing'''' and ''''Consumer Behaviour'''' by studying real-world Indian case studies. Analyze advertising campaigns and market trends. Conduct small-scale consumer surveys or interviews to gain practical insights into buying patterns and motivations in India.
Tools & Resources
Case Study Club India, Harvard Business Review case studies (Indian context), Statista India for market data, Google Scholar for academic research on Indian consumers
Career Connection
A strong grasp of marketing theory and consumer behaviour is the bedrock for roles in branding, product development, and market research, making graduates highly sought after by companies targeting Indian consumers.
Seek Applied Industry Exposure via Internships & Projects- (Semester 3-5)
Actively search for summer internships (BCH-506) in marketing departments of local businesses or startups. Volunteer for college marketing events or take on live projects related to advertising, sales, or retail. Focus on applying classroom knowledge to solve practical business problems.
Tools & Resources
Internshala, LinkedIn Jobs, College placement cell, Local business directories
Career Connection
Practical experience is crucial for placements. Internships provide hands-on skills, networking opportunities, and a strong resume builder, often leading to pre-placement offers in the Indian job market.
Participate in Business Competitions & Workshops- (Semester 3-5)
Engage in inter-college marketing competitions, case study challenges, or business plan contests. Attend specialized workshops on digital marketing tools, sales techniques, or retail analytics offered by industry experts or the college. This enhances practical skills and critical thinking.
Tools & Resources
College notice boards, Youth Marketing Forum, AIMA (All India Management Association) events, Udemy for skill-specific courses
Career Connection
Such participation demonstrates initiative, problem-solving skills, and teamwork, making candidates more attractive to recruiters, especially for roles requiring innovation and quick thinking.
Advanced Stage
Master Digital Marketing Tools & Analytics- (Semester 6)
Deepen knowledge in ''''Digital Marketing'''' by obtaining relevant certifications in SEO, SEM (Google Ads), Social Media Marketing, and Content Marketing. Work on live digital campaigns, track performance using analytics tools, and optimize strategies. Understand the nuances of digital consumer engagement in India.
Tools & Resources
Google Ads Certification, Google Analytics Academy, Facebook Blueprint, HubSpot Academy, SEMrush Academy
Career Connection
Digital marketing is a rapidly growing field in India. Expertise in these tools makes graduates immediately employable in digital agencies, e-commerce firms, and corporate marketing teams, often commanding higher starting salaries.
Execute a Comprehensive Marketing Research Project- (Semester 6)
For the ''''Project Report'''' (BCH-604) and ''''Marketing Research'''' (BCH-603) subject, choose a real-world marketing problem. Design and conduct thorough market research, analyze data using statistical tools, and present actionable insights. Focus on addressing a specific challenge relevant to the Indian market.
Tools & Resources
SPSS, R (basic), Excel for data analysis, SurveyMonkey for data collection, NCAER (National Council of Applied Economic Research) reports
Career Connection
Strong research and analytical skills are highly valued in marketing, market research, and consulting roles, enabling graduates to provide data-driven recommendations and strategic value to organizations.
Develop a Professional Brand & Placement Readiness- (Semester 6)
Refine your resume, cover letter, and LinkedIn profile to highlight marketing skills, projects, and internships. Practice interview techniques, group discussions, and aptitude tests. Attend mock placement drives and seek feedback from placement officers and industry mentors. Prepare for specific company requirements.
Tools & Resources
College placement cell, Naukri.com for job search and resume building tips, Glassdoor for interview prep, Mock interview sessions
Career Connection
A well-prepared and professionally branded candidate significantly increases their chances of securing desirable placements in top Indian companies, setting a strong foundation for their career.
Program Structure and Curriculum
Eligibility:
- 10+2 with minimum 50% marks in any stream
Duration: 3 years (6 semesters)
Credits: 126 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH-101 | Financial Accounting | Core | 4 | Introduction to Accounting, Accounting Cycle, Final Accounts of Sole Proprietorship, Accounting for Non-Profit Organizations, Rectification of Errors |
| BCH-102 | Business Law | Core | 4 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Consumer Protection Act, 2019, Indian Partnership Act, 1932 |
| BCH-103 | Business Economics | Core | 4 | Introduction to Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures (Perfect Competition, Monopoly), Pricing Strategies |
| BCH-104 | Business Organization & Management | Core | 4 | Nature and Scope of Business, Forms of Business Organization, Principles of Management, Planning and Organizing, Staffing, Directing, and Controlling |
| BCH-105 | Computer Applications in Business | Core | 4 | Introduction to Computers, MS Word and PowerPoint, MS Excel for Business Data, Database Management Concepts, Internet and E-commerce Fundamentals |
| BCH-106 | Environmental Studies | Core | 2 | Natural Resources and Ecosystems, Biodiversity and Conservation, Environmental Pollution, Social Issues and the Environment, Environmental Protection Acts |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH-201 | Corporate Accounting | Core | 4 | Issue of Shares and Debentures, Redemption of Preference Shares and Debentures, Final Accounts of Companies, Amalgamation and Absorption of Companies, Internal Reconstruction |
| BCH-202 | Corporate Law | Core | 4 | Companies Act, 2013: Introduction, Incorporation of a Company, Memorandum and Articles of Association, Share Capital and Debentures, Management and Administration (Directors, Meetings) |
| BCH-203 | Macro Economics | Core | 4 | National Income Accounting, Theory of Money and Banking, Inflation, Deflation, and Business Cycles, Fiscal Policy and Monetary Policy, International Trade Theories |
| BCH-204 | Human Resource Management | Core | 4 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Appraisal and Compensation Management |
| BCH-205 | E-Commerce | Core | 4 | Introduction to E-Commerce, E-Business Models, E-Payment Systems, E-Commerce Security Issues, Legal and Ethical Aspects of E-Commerce |
| BCH-206 | Business Communication | Core | 2 | Principles of Effective Communication, Oral and Written Communication, Business Correspondence, Presentation Skills, Report Writing |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH-301 | Cost Accounting | Core | 4 | Introduction to Cost Accounting, Cost Sheet and Cost Control, Material Costing, Labour Costing, Overhead Costing and Activity Based Costing |
| BCH-302 | Income Tax Law & Practice | Core | 4 | Basic Concepts of Income Tax, Residential Status and Tax Incidence, Heads of Income (Salary, House Property, PGBP), Other Sources, Capital Gains, Deductions from Gross Total Income, Computation of Tax Liability |
| BCH-303 | Indian Economy | Core | 4 | Structure of Indian Economy, Economic Planning in India, Agriculture and Industrial Development, Poverty, Unemployment, and Inequality, Recent Economic Reforms and Challenges |
| BCH-304 | Principles of Marketing | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer and Industrial Buyer Behaviour, Market Segmentation, Targeting, and Positioning, Marketing Mix (Product, Price, Place, Promotion) |
| BCH-305 | Banking and Insurance | Core | 4 | Commercial Banking System in India, Reserve Bank of India (RBI), Types of Insurance (Life, General), Principles of Insurance, IRDA and Regulatory Framework |
| BCH-306 | Value Added Course-I | Value Added Course | 2 | General Skill Development, Personality Enhancement, Current Affairs, Basic Software Skills, Professional Ethics |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH-401 | Management Accounting | Core | 4 | Financial Statement Analysis, Ratio Analysis, Fund Flow Statement, Cash Flow Statement, Budgetary Control and Standard Costing |
| BCH-402 | Goods & Service Tax (GST) | Core | 4 | Introduction to GST, GST Registration and Levy, Input Tax Credit (ITC), Time and Value of Supply, GST Returns and Assessments |
| BCH-403 | International Business | Core | 4 | Globalization and its Drivers, Theories of International Trade, Modes of Entry into International Business, WTO and International Institutions, Foreign Exchange Markets |
| BCH-404 | Financial Management | Core | 4 | Introduction to Financial Management, Capital Budgeting Decisions, Cost of Capital, Working Capital Management, Dividend Policy Decisions |
| BCH-405 | Business Statistics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency, Measures of Dispersion, Correlation and Regression Analysis, Probability and Probability Distributions |
| BCH-406 | Value Added Course-II | Value Added Course | 2 | Advanced Communication Skills, Analytical Problem Solving, Teamwork and Leadership, Industry-Specific Tools, Innovation and Creativity |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH-501 (DSE-M1) | Consumer Behaviour | Discipline Specific Elective (Marketing) | 4 | Introduction to Consumer Behaviour, Consumer Decision Making Process, Individual Determinants of Behaviour, Group Influence on Consumer Behaviour, Consumer Learning and Perception |
| BCH-502 (DSE-M2) | Advertising & Personal Selling | Discipline Specific Elective (Marketing) | 4 | Introduction to Advertising, Advertising Media and Planning, Advertising Appeals and Creativity, Personal Selling Process, Sales Force Management |
| BCH-503 (DSE-M3) | Retail Management | Discipline Specific Elective (Marketing) | 4 | Introduction to Retailing, Retail Formats and Trends, Retail Location and Merchandising, Retail Pricing and Store Management, E-tailing and Omni-channel Retailing |
| BCH-504 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Entrepreneurial Process, Business Plan Preparation, Sources of Funding for Startups, Small Business Management and Growth |
| BCH-505 (SEC-1) | Skill Enhancement Course-1 | Skill Enhancement Course | 2 | Soft Skills Development, Job Interview Preparation, Resume Building, Problem-Solving Techniques, Ethical Decision Making |
| BCH-506 | Summer Internship | Practical | 2 | Practical Industry Exposure, Application of Theoretical Knowledge, Project Report Writing, Presentation Skills, Professional Work Ethic |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCH-601 (DSE-M4) | Rural Marketing | Discipline Specific Elective (Marketing) | 4 | Introduction to Rural Marketing, Rural Market Environment in India, Rural Consumer Behaviour, Product and Pricing Strategies for Rural Markets, Distribution and Promotion in Rural Areas |
| BCH-602 (DSE-M5) | Digital Marketing | Discipline Specific Elective (Marketing) | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing |
| BCH-603 (DSE-M6) | Marketing Research | Discipline Specific Elective (Marketing) | 4 | Introduction to Marketing Research, Marketing Research Process, Data Collection Methods (Primary & Secondary), Sampling Design and Data Analysis, Report Writing and Presentation of Findings |
| BCH-604 | Project Report | Project | 4 | Research Methodology, Problem Formulation and Hypothesis, Data Collection and Analysis, Findings and Recommendations, Report Writing and Viva-Voce |
| BCH-605 (SEC-2) | Skill Enhancement Course-2 | Skill Enhancement Course | 2 | Advanced Digital Tools, Entrepreneurial Skills, Case Study Analysis, Cross-Cultural Communication, Advanced Presentation Techniques |
