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B-COM-HONS in Marketing at GITAM (Gandhi Institute of Technology and Management)
Sangareddy, Telangana
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About the Specialization
What is Marketing at GITAM (Gandhi Institute of Technology and Management) Sangareddy?
This Marketing specialization program at Gandhi Institute of Technology and Management, Hyderabad, focuses on equipping students with essential skills for the dynamic Indian market. It delves into strategic aspects of branding, digital promotion, consumer behavior, and sales, crucial for navigating competitive business landscapes. The program emphasizes a practical approach, preparing students for real-world marketing challenges and opportunities within India''''s growing economy.
Who Should Apply?
This program is ideal for fresh graduates from commerce or related streams seeking entry into the vibrant Indian marketing sector. It also caters to aspiring entrepreneurs looking to build and market their ventures effectively, as well as working professionals aiming to upskill in areas like digital marketing or brand strategy. Candidates passionate about understanding consumer psychology and market trends, with strong communication skills, will find this specialization particularly rewarding.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including roles as Marketing Executives, Brand Managers, Digital Marketing Specialists, Sales Managers, or Market Research Analysts. Entry-level salaries typically range from INR 3-5 lakhs per annum, with experienced professionals earning significantly more. The program aligns with industry needs, fostering skills critical for growth in e-commerce, advertising, and fast-moving consumer goods (FMCG) sectors across Indian companies.
Student Success Practices
Foundation Stage
Build Strong Foundational Business Acumen- (Semester 1-2)
Focus on mastering core commerce subjects like Financial Accounting, Business Law, and Managerial Economics. Participate in college debates and business quizzes to enhance understanding of market dynamics and regulatory frameworks relevant to Indian businesses.
Tools & Resources
NPTEL courses on basic economics, The Economic Times for daily business news, College library resources
Career Connection
A solid foundation in business principles is crucial for understanding the broader commercial context in which marketing operates, aiding in strategic decision-making in future roles.
Develop Effective Communication & Presentation Skills- (Semester 1-2)
Actively participate in English language enhancement classes and seek opportunities to present projects and ideas in class. Join student clubs focused on public speaking or content creation to refine verbal and written communication, a vital skill in the Indian corporate world.
Tools & Resources
Toastmasters International (local chapters), Grammarly, LinkedIn Learning courses on communication
Career Connection
Strong communication is paramount in marketing for effective campaign messaging, client interaction, and internal team collaboration, directly impacting career progression in Indian firms.
Master Basic Digital Literacy and Data Handling- (Semester 1-2)
Beyond the IT Applications lab, independently explore common business software like MS Excel for data organization and basic analytics. Practice creating impactful presentations using PowerPoint, essential for modern business communication.
Tools & Resources
Free online tutorials for Excel, Google Sheets, Canva for presentation design, Coursera introductory courses on data analytics
Career Connection
Proficiency in digital tools and data handling is a non-negotiable skill for entry-level marketing roles, especially in India''''s rapidly growing digital economy.
Intermediate Stage
Deep Dive into Marketing Concepts & Consumer Psychology- (Semester 3-4)
Beyond classroom learning, actively read marketing books, blogs, and case studies (e.g., from IIM-A case repository) on consumer behavior and advertising. Participate in marketing-related workshops or seminars organized by institutions or Indian industry bodies.
Tools & Resources
Philip Kotler''''s Marketing Management, Harvard Business Review articles, blogs like MarketingProfs, LinkedIn groups for marketing professionals
Career Connection
A strong grasp of marketing theory and consumer insights is fundamental for developing effective marketing strategies and campaigns, making graduates valuable assets to Indian marketing teams.
Gain Practical Exposure through Projects and Internships- (Semester 3-4)
Seek out mini-projects, even voluntary ones, with local businesses or NGOs to apply marketing principles. Actively look for summer internships after Semester 4 in marketing departments of small to mid-sized Indian companies to gain real-world experience.
Tools & Resources
College placement cell, Internshala, LinkedIn, Local business directories
Career Connection
Practical experience demonstrates initiative and application of classroom knowledge, significantly boosting employability for entry-level marketing positions in India.
Build a Professional Network & Industry Awareness- (Semester 3-4)
Attend industry events, guest lectures, and alumni meets. Connect with marketing professionals on LinkedIn. Stay updated on current marketing trends, campaigns, and industry news in India to understand market dynamics.
Tools & Resources
LinkedIn, Industry conferences (e.g., ad:tech, IAMAI), Business news channels like CNBC-TV18, Economic Times
Career Connection
Networking opens doors to mentorship, job opportunities, and insights into industry best practices, which are crucial for navigating the competitive Indian corporate landscape.
Advanced Stage
Master Digital Marketing & Analytics Tools- (Semester 5-6)
Pursue certifications in key digital marketing areas like Google Ads, Google Analytics, Facebook Blueprint, or HubSpot Inbound Marketing. Work on live digital marketing projects, perhaps for local startups or college events, to apply learned skills.
Tools & Resources
Google Skillshop, Meta Blueprint, HubSpot Academy, SEMrush/Ahrefs (free trials for learning)
Career Connection
Digital marketing skills are highly sought after in India. Certifications and practical experience make graduates instantly more hirable for roles in digital agencies, e-commerce, and corporate marketing departments.
Develop Strategic Thinking through Major Projects- (Semester 5-6)
Dedicate significant effort to the Major Project in Semester 6, choosing a marketing-related problem. Conduct thorough research, analyze data, and propose actionable strategies. Collaborate with faculty mentors for guidance and insights.
Tools & Resources
Academic research databases, Market research reports (Nielsen, Statista), Advanced analytics tools (basic R/Python if applicable, or Excel Power Query)
Career Connection
A well-executed major project showcases analytical, problem-solving, and strategic planning abilities, which are critical for higher-level marketing roles in Indian and global firms.
Ace Placement Preparation and Personal Branding- (Semester 5-6)
Actively participate in campus placement training programs. Refine resume and cover letter, focusing on marketing skills and projects. Practice mock interviews, including behavioral and case-based questions, specific to Indian corporate hiring practices. Build a strong online professional presence (LinkedIn, personal portfolio).
Tools & Resources
College placement cell, Online resume builders, LinkedIn profile optimization guides, Interview preparation platforms like PrepInsta/GeeksforGeeks
Career Connection
Thorough preparation ensures readiness for competitive placements, enabling graduates to secure desirable marketing positions and launch successful careers in India.
Program Structure and Curriculum
Eligibility:
- 10+2 with a minimum aggregate of 50% marks or 5.0 CGPA (on a 10-point scale) from a recognized Central/State Board or its equivalent.
Duration: 3 years / 6 semesters
Credits: 144 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GHUL1010 | English I | Ability Enhancement Compulsory Course (AECC) | 2 | Communication skills, Grammar and Vocabulary, Reading Comprehension, Essay Writing, Introduction to Presentation Skills |
| GCOB1001 | Financial Accounting I | Core | 4 | Basic accounting concepts, Journal, Ledger, Trial Balance, Preparation of Final Accounts, Rectification of Errors, Depreciation Accounting |
| GCOB1002 | Business Organization & Management | Core | 4 | Forms of business organization, Principles of Management, Planning and Decision Making, Organizing and Staffing, Directing and Controlling |
| GCOB1003 | Business Statistics | Core | 4 | Introduction to Statistics, Measures of Central Tendency, Measures of Dispersion, Correlation and Regression Analysis, Index Numbers |
| GCOB1004 | Managerial Economics | Core | 4 | Nature and Scope of Managerial Economics, Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Pricing Decisions, Business Cycles |
| GHUM1001 | Constitution of India | Ability Enhancement Compulsory Course (AECC) | 2 | Evolution of Indian Constitution, Fundamental Rights and Duties, Directive Principles of State Policy, Structure and Functions of Union Government, Judiciary in India |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GHUL1020 | English II | Ability Enhancement Compulsory Course (AECC) | 2 | Advanced Communication Skills, Business Correspondence, Report Writing, Group Discussions, Interview Skills |
| GCOB1005 | Financial Accounting II | Core | 4 | Partnership Accounts, Company Accounts (Shares and Debentures), Final Accounts of Companies, Cash Flow Statement, Accounting for Amalgamation |
| GCOB1006 | 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 |
| GCOB1007 | Principles of Marketing | Core | 4 | Fundamentals of Marketing, Marketing Environment, Market Segmentation, Targeting, Positioning, Product and Pricing Decisions, Place and Promotion Decisions (4 Ps) |
| GCOB1008 | Business Mathematics | Core | 4 | Matrices and Determinants, Calculus (Differentiation and Integration), Commercial Arithmetic, Linear Programming, Time Value of Money |
| GHUM1002 | Environmental Studies | Ability Enhancement Compulsory Course (AECC) | 2 | Natural Resources and their Conservation, Ecosystems and Biodiversity, Environmental Pollution and Control, Global Environmental Issues, Sustainable Development |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GCOB2001 | Corporate Accounting I | Core | 4 | Accounting for Share Capital, Accounting for Debentures, Final Accounts of Companies, Buyback of Shares, Underwriting of Shares |
| GCOB2002 | Corporate Law | Core | 4 | Companies Act, 2013, Incorporation of a Company, Memorandum and Articles of Association, Directors and Key Managerial Personnel, Company Meetings |
| GCOB2003 | Income Tax Law & Practice I | Core | 4 | Basic Concepts of Income Tax, Residential Status and Tax Incidence, Income from Salaries, Income from House Property, Profits and Gains of Business or Profession |
| GCOB2004 | Human Resource Management | Core | 4 | Nature and Scope of HRM, HR Planning and Recruitment, Selection and Placement, Training and Development, Performance Management |
| GCOB20E1 | Consumer Behaviour | Marketing Elective | 4 | Introduction to Consumer Behavior, Individual Determinants (Motivation, Perception), Group Dynamics (Family, Culture, Social Class), Consumer Decision Making Process, Consumer Buying Motives and Personalities |
| GCOB20L1 | IT Applications in Business Lab | Skill Enhancement Course (SEC) | 2 | MS Word for Business Documents, MS Excel for Data Analysis, MS PowerPoint for Presentations, Introduction to Internet and E-mail, Basic Data Management Techniques |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GCOB2005 | Corporate Accounting II | Core | 4 | Accounting for Amalgamation and Absorption, Internal Reconstruction, External Reconstruction, Consolidated Financial Statements, Valuation of Shares and Goodwill |
| GCOB2006 | Goods & Services Tax (GST) & Customs Law | Core | 4 | Introduction to GST in India, Levy and Collection of GST, Input Tax Credit Mechanism, Time and Value of Supply, Customs Act and Procedures |
| GCOB2007 | 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 |
| GCOB2008 | Cost Accounting | Core | 4 | Introduction to Cost Accounting, Material Costing, Labor Costing, Overhead Costing, Job Costing and Process Costing |
| GCOB20E2 | Advertising and Personal Selling | Marketing Elective | 4 | Fundamentals of Advertising, Advertising Message and Media Strategy, Measuring Advertising Effectiveness, Personal Selling Process, Salesmanship and Ethics in Selling |
| GCOB20L2 | Computerized Accounting Lab (Tally) | Skill Enhancement Course (SEC) | 2 | Introduction to Tally ERP 9 / Tally Prime, Company Creation and Ledger Management, Voucher Entries (Purchase, Sales, Payment), Inventory Management, Generating Financial Statements in Tally |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GCOB3001 | Management Accounting | Core | 4 | Nature and Scope of Management Accounting, Ratio Analysis, Fund Flow Statement, Cash Flow Statement, Budgetary Control |
| GCOB3002 | Auditing & Corporate Governance | Core | 4 | Principles and Objectives of Auditing, Types of Audit, Audit Process and Techniques, Audit Report, Concepts of Corporate Governance |
| GCOB30E3 | Digital Marketing | Marketing Elective | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing |
| GCOB30E4 | Brand Management | Marketing Elective | 4 | Concept of Brand and Branding, Brand Identity and Brand Equity, Brand Positioning Strategies, Brand Building and Communication, Brand Extensions and Global Branding |
| GCOB30E5 | Open Elective | Open Elective (Generic) | 4 | Interdisciplinary topics from other domains, Skill development in non-core areas, Introduction to Project-based learning, Cross-functional knowledge acquisition, Exploring emerging trends |
| GCOB30I1/GCOB30P1 | Internship / Skill Enhancement Project | Skill Enhancement Course (SEC)/Project | 2 | Practical industry exposure, Application of theoretical knowledge, Report writing and Documentation, Problem-solving in a business context, Professional communication |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GCOB3003 | Financial Management | Core | 4 | Objectives of Financial Management, Capital Budgeting Decisions, Cost of Capital, Capital Structure Theories, Working Capital Management |
| GCOB30E6 | Services Marketing | Marketing Elective | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Customer Relationship Management in Services |
| GCOB30E7 | International Marketing | Marketing Elective | 4 | Global Marketing Environment, International Market Entry Strategies, International Product and Pricing Strategies, International Distribution Channels, Global Promotion and Advertising |
| GCOB30E8 | Retail Management | Marketing Elective | 4 | Introduction to Retailing and Formats, Retail Location and Store Design, Merchandise Management, Retail Pricing and Promotion, E-tailing and Omni-channel Retailing |
| GCOB30P2 | Major Project | Project | 4 | Research Methodology, Data Collection and Analysis, Project Planning and Execution, Report Writing and Documentation, Project Presentation and Viva Voce |
