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B-B-A in Marketing Management at Columbia College
Bengaluru, Karnataka
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About the Specialization
What is Marketing Management at Columbia College Bengaluru?
This Marketing Management program at Columbia College, Bengaluru, focuses on equipping students with a comprehensive understanding of contemporary marketing principles and practices. With the rapid evolution of digital landscapes and consumer behavior in India, the program is designed to create agile marketing professionals. It emphasizes both theoretical foundations and practical applications, reflecting the dynamic demands of the Indian market. The curriculum integrates core BBA knowledge with specialized marketing strategies.
Who Should Apply?
This program is ideal for fresh graduates from 10+2 seeking an entry into the dynamic field of marketing, particularly within India''''s burgeoning consumer market. It also suits individuals passionate about understanding consumer psychology, brand building, and digital engagement. Aspiring entrepreneurs who wish to master market entry and growth strategies, along with those aiming for roles in advertising, sales, and market research, will find this specialization highly beneficial. No specific prerequisite backgrounds beyond the standard 10+2 qualification are typically required.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including roles such as Marketing Executive, Brand Manager, Digital Marketing Specialist, Sales Manager, and Market Research Analyst. Entry-level salaries typically range from INR 3.5 Lakhs to 6 Lakhs per annum, with experienced professionals earning upwards of INR 10-15 Lakhs. Growth trajectories are strong in e-commerce, FMCG, and IT services sectors. The program aligns with industry certifications in digital marketing and analytics, enhancing employability in Indian companies.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus on understanding core subjects like Financial Accounting, Principles of Management, and Business Economics thoroughly. Utilize college resources, peer study groups, and online tutorials (e.g., NPTEL, Coursera''''s foundational business courses) to strengthen basic concepts.
Tools & Resources
College Library, Study Groups, NPTEL videos for BBA basics, Khan Academy for economics/accounting
Career Connection
A solid understanding of business fundamentals is crucial for strategic marketing decisions later, helping in roles requiring cross-functional understanding.
Enhance Communication and Digital Literacy- (Semester 1-2)
Actively participate in English language courses, group discussions, and presentations to hone soft skills. Simultaneously, excel in ''''Digital Fluency'''' and practical computer applications, learning office suites and basic data handling.
Tools & Resources
Toastmasters International (if college chapter exists), LinkedIn Learning courses on communication, Microsoft Office tutorials, Basic coding platforms like Codecademy for digital literacy
Career Connection
Effective communication and digital proficiency are non-negotiable for modern marketing roles, aiding in content creation, presentations, and online collaboration.
Engage in Co-curricular Activities- (Semester 1-2)
Join college clubs related to business, entrepreneurship, or public speaking. Organize or volunteer for college events, fests, and workshops. This helps in developing leadership, teamwork, and networking skills early on.
Tools & Resources
College Business Club, Entrepreneurship Cell, Debate Society, Local NGO volunteering
Career Connection
These activities build a strong profile for internships and job applications, demonstrating initiative, problem-solving, and interpersonal skills essential for marketing careers.
Intermediate Stage
Deep Dive into Marketing Concepts- (Semester 3-4)
Focus intently on ''''Marketing Management'''' and related core subjects. Read marketing books (e.g., Philip Kotler), follow industry blogs (e.g., Marketing Week, Indian marketing forums), and analyze real-world marketing campaigns, especially Indian brands.
Tools & Resources
Philip Kotler''''s Marketing Management, Harvard Business Review articles, Industry blogs like Social Samosa, Exchange4Media, Marketing case study platforms
Career Connection
Mastering these concepts forms the bedrock for specialization, enabling effective problem-solving and strategic thinking in marketing roles.
Pursue Certification in Digital Skills- (Semester 3-4)
Undertake online certifications in fundamental digital marketing tools and concepts. Platforms like Google Digital Garage, HubSpot Academy, or Meta Blueprint offer free courses that are highly valued in the Indian job market.
Tools & Resources
Google Digital Garage, HubSpot Academy, Meta Blueprint, Semrush Academy
Career Connection
These certifications provide a competitive edge for digital marketing roles, demonstrating practical skills demanded by recruiters in India.
Seek Mentorship and Industry Exposure- (Semester 3-4)
Connect with alumni or faculty who have industry experience. Attend webinars, workshops, and industry conferences (even virtual ones) to understand current trends and network with professionals. Look for short-term projects or internships.
Tools & Resources
LinkedIn for networking, College Alumni Network, Industry association events (e.g., IAA India), Internshala for internship opportunities
Career Connection
Early industry exposure and mentorship provide practical insights, refine career goals, and often lead to better internship and placement opportunities.
Advanced Stage
Specialize and Build a Portfolio- (Semester 5-6)
Excel in Marketing Management specialization subjects like Consumer Behaviour, Digital Marketing, and Brand Management. Start building a practical portfolio by working on mock campaigns, personal branding projects, or volunteering for small business marketing.
Tools & Resources
Canva for design, WordPress/Wix for portfolio website, Google Analytics for practical data analysis, Marketing simulation games
Career Connection
A strong, practical portfolio showcases your capabilities to potential employers, making you a desirable candidate for specialized marketing roles.
Undertake a Comprehensive Project/Internship- (Semester 5-6)
Engage diligently in the final year project work or a rigorous internship. Focus on applying learned concepts, analyzing market data, and proposing viable marketing solutions. This is your chance to gain significant real-world experience.
Tools & Resources
Company-specific CRM/Marketing Automation tools (during internship), Advanced Excel/SPSS for data analysis, Research databases for market insights
Career Connection
A well-executed project or internship is often the direct gateway to full-time employment and provides invaluable experience for your resume.
Prepare for Placements and Interviews- (Semester 5-6)
Actively participate in college placement training. Refine your resume and cover letter, practice group discussions, and ace mock interviews. Focus on case studies relevant to the Indian market and common interview questions for marketing roles.
Tools & Resources
Placement Cell services, Online resume builders, Glassdoor for interview questions, Career counseling services
Career Connection
Strategic and focused preparation dramatically increases your chances of securing a desirable job offer upon graduation from top Indian recruiters.
Program Structure and Curriculum
Eligibility:
- Passed PUC/10+2 (or equivalent) in any stream with a minimum of 40% marks from a recognized board.
Duration: 6 semesters / 3 years
Credits: 152 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| LANG 1.1 | Indian Language | Ability Enhancement Compulsory Course | 3 | Language Skills, Prose and Poetry, Grammar and Usage, Communication Aspects, Cultural Contexts |
| LANG 1.2 | English Language | Ability Enhancement Compulsory Course | 3 | Business Communication, Grammar and Vocabulary, Comprehension and Writing, Report Writing, Presentation Skills |
| BBG 1.3 | Digital Fluency | Skill Enhancement Course | 2 | Digital Literacy, Internet and Web Technologies, Office Productivity Tools, Cyber Security Basics, Digital Payments and e-governance |
| BBA 1.4 | Financial Accounting | Discipline Specific Core | 4 | Accounting Concepts, Journal and Ledger, Trial Balance and Errors, Final Accounts of Sole Proprietor, Consignment and Joint Venture Accounts |
| BBA 1.5 | Principles of Management | Discipline Specific Core | 4 | Nature and Significance of Management, Planning and Decision Making, Organizing and Staffing, Directing and Motivation, Controlling and Coordination |
| BBA 1.6 | Business Economics | Discipline Specific Core | 4 | Nature of Business Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures, Pricing Strategies |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| LANG 2.1 | Indian Language | Ability Enhancement Compulsory Course | 3 | Advanced Language Skills, Cultural Texts, Functional Grammar, Creative Writing, Contextual Communication |
| LANG 2.2 | English Language | Ability Enhancement Compulsory Course | 3 | Advanced Business Communication, Official Correspondence, Public Speaking, Critical Reading, Professional Writing |
| BBG 2.3 | Environmental Studies | Skill Enhancement Course | 2 | Ecosystems and Biodiversity, Environmental Pollution, Natural Resources Management, Climate Change, Sustainable Development |
| BBA 2.4 | Corporate Accounting | Discipline Specific Core | 4 | Company Accounts Basics, Issue of Shares and Debentures, Forfeiture and Re-issue, Valuation of Goodwill and Shares, Amalgamation and Reconstruction |
| BBA 2.5 | Organizational Behavior | Discipline Specific Core | 4 | Foundations of OB, Individual Behavior (Perception, Learning, Motivation), Group Dynamics and Team Building, Leadership Theories, Conflict Management and Change Management |
| BBA 2.6 | Business Statistics | Discipline Specific Core | 4 | Data Collection and Presentation, Measures of Central Tendency, Measures of Dispersion, Correlation and Regression, Probability and Probability Distributions |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBG 3.1 | Indian Constitution | Ability Enhancement Compulsory Course | 2 | Preamble and Basic Features, Fundamental Rights and Duties, Directive Principles of State Policy, Union and State Government Structures, Judiciary and Electoral System |
| BBG 3.2 | Entrepreneurship Development | Skill Enhancement Course | 3 | Concept of Entrepreneurship, Entrepreneurial Process, Business Idea Generation, Business Plan Preparation, Startup Ecosystem and Funding |
| BBA 3.3 | Cost Accounting | Discipline Specific Core | 4 | Cost Concepts and Classification, Material Costing, Labour Costing, Overheads Accounting, Budgetary Control and Standard Costing |
| BBA 3.4 | Human Resource Management | Discipline Specific Core | 4 | Nature and Scope of HRM, HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Appraisal and Compensation |
| BBA 3.5 | Business Law | Discipline Specific Core | 4 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Negotiable Instruments Act, Companies Act |
| BBA 3.6 | Marketing Management | Discipline Specific Core | 4 | Marketing Concepts and Philosophies, Marketing Environment, Market Segmentation, Targeting, Positioning, Product and Pricing Decisions, Promotion and Distribution Decisions |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBG 4.1 | Research Methodology for Business | Skill Enhancement Course | 3 | Introduction to Research, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation |
| BBA 4.2 | Financial Management | Discipline Specific Core | 4 | Financial Goals and Objectives, Capital Budgeting Decisions, Working Capital Management, Capital Structure Theories, Dividend Policy |
| BBA 4.3 | Operations Management | Discipline Specific Core | 4 | Operations Strategy, Facility Location and Layout, Production Planning and Control, Inventory Management, Quality Management |
| BBA 4.4 | International Business | Discipline Specific Core | 4 | Globalization and its Drivers, Theories of International Trade, Foreign Exchange Markets, International Marketing Strategies, Global Business Environment |
| BBA 4.5 | Business Ethics and Corporate Governance | Discipline Specific Core | 4 | Foundations of Business Ethics, Ethical Decision Making, Corporate Social Responsibility, Corporate Governance Principles, Stakeholder Management |
| BBA 4.6 | Management Information Systems | Discipline Specific Core | 4 | Role of Information Systems, Types of Information Systems, Database Management, E-Business and E-Commerce, System Development Life Cycle |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 5.1 | Income Tax | Discipline Specific Core | 4 | Basic Concepts of Income Tax, Heads of Income (Salary, House Property), Profits and Gains of Business/Profession, Capital Gains and Other Sources, Deductions and Assessment |
| BBAMM 5.2 | Consumer Behaviour | Discipline Specific Elective (Marketing) | 4 | Consumer Decision Making Process, Psychological Factors (Motivation, Perception), Socio-Cultural Factors (Family, Culture), Consumer Research, Organizational Buying Behaviour |
| BBAMM 5.3 | Advertising and Sales Management | Discipline Specific Elective (Marketing) | 4 | Nature and Scope of Advertising, Advertising Objectives and Budgeting, Media Planning and Selection, Sales Force Management, Personal Selling and Sales Promotion |
| BBAMM 5.4 | Digital Marketing | Discipline Specific Elective (Marketing) | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing, Email Marketing and Analytics |
| BBAMM 5.5 | Retail Management | Discipline Specific Elective (Marketing) | 4 | Nature and Scope of Retailing, Retail Formats and Theories, Store Location and Layout, Merchandise Management, Retail Pricing and Promotion |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 6.1 | Strategic Management | Discipline Specific Core | 4 | Nature of Strategic Management, Environmental Analysis, Strategy Formulation (Corporate, Business, Functional), Strategy Implementation, Strategy Evaluation and Control |
| BBAMM 6.2 | Marketing Research | Discipline Specific Elective (Marketing) | 4 | Role of Marketing Research, Research Design and Data Sources, Measurement and Scaling, Sampling Design, Data Analysis and Report Writing |
| BBAMM 6.3 | Rural Marketing | Discipline Specific Elective (Marketing) | 4 | Rural Marketing Environment, Rural Consumer Behaviour, Product and Pricing Strategies for Rural Markets, Rural Distribution Channels, Rural Communication Strategies |
| BBAMM 6.4 | Brand Management | Discipline Specific Elective (Marketing) | 4 | Concept of Brand and Branding, Brand Equity Measurement, Brand Identity and Positioning, Brand Communication Strategies, Brand Revitalization and Extensions |
| BBA 6.5 | Project Work and Viva Voce | Project | 4 | Problem Identification and Formulation, Literature Review and Objectives, Research Methodology and Data Collection, Data Analysis and Findings, Report Writing and Presentation |
