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BBA in Marketing at GITAM, Gandhi Institute of Technology and Management
Visakhapatnam, Andhra Pradesh
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About the Specialization
What is Marketing at GITAM, Gandhi Institute of Technology and Management Visakhapatnam?
This Marketing specialization program at GITAM focuses on developing a comprehensive understanding of market dynamics, consumer behavior, and strategic branding essential for success in the Indian business landscape. The curriculum emphasizes both traditional and digital marketing techniques, preparing students to meet the evolving demands of various industries, from FMCG to e-commerce, which are experiencing rapid growth in India.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into dynamic marketing roles, working professionals looking to upskill in digital marketing or brand management, and career changers transitioning into the vibrant marketing industry. It suits individuals with strong communication skills, creativity, and an analytical mindset, eager to contribute to brand building and market expansion in diverse Indian companies.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths in roles such as Digital Marketing Specialist, Brand Manager, Marketing Analyst, or Sales Manager. Entry-level salaries typically range from INR 3-6 lakhs annually, with experienced professionals earning upwards of INR 8-15 lakhs. The program aligns with certifications in digital marketing and analytics, facilitating growth trajectories in both Indian startups and established MNCs operating in India.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus on excelling in core subjects like Business Mathematics, Statistics, and Financial Accounting. These lay the quantitative and analytical groundwork crucial for understanding advanced marketing concepts and business decision-making. Form study groups and utilize online tutorials for clarification.
Tools & Resources
Khan Academy, Coursera for Business Math/Stats, GITAM library resources
Career Connection
A strong grasp of fundamentals enhances problem-solving skills, critical for market analysis and budgeting in marketing roles, leading to better internship and entry-level performance.
Enhance Communication & Digital Literacy- (Semester 1-2)
Actively participate in communication courses, practice public speaking, and use MS Office tools proficiently. Start exploring basic digital marketing concepts and tools early, even through free online modules. This builds foundational professional and technical skills.
Tools & Resources
LinkedIn Learning, Google Digital Garage (basic courses), Toastmasters International (local chapters)
Career Connection
Effective communication is vital for presenting marketing campaigns, while digital literacy is non-negotiable for modern marketing roles, boosting employability across sectors.
Engage in Co-curricular Activities- (Semester 1-2)
Join business clubs, marketing societies, or participate in university-level events. This helps in networking, teamwork, and leadership skill development. Take initiative in organizing events to gain practical experience in planning and execution.
Tools & Resources
Student clubs, University event committees, Local business competitions
Career Connection
Showcasing teamwork and leadership in co-curriculars strengthens your resume and interview performance, indicating practical readiness for team-based marketing projects.
Intermediate Stage
Deep Dive into Marketing Concepts- (Semester 3-5)
Focus intensely on core marketing subjects like Marketing Management, Marketing Research, and Consumer Behaviour. Apply theoretical knowledge through case studies and simulations. Seek opportunities for minor projects or assignments involving real-world market analysis.
Tools & Resources
Harvard Business Review case studies, Nielsen India reports, Marketing textbooks
Career Connection
A profound understanding of marketing principles is critical for developing effective strategies and making data-driven decisions in mid-level marketing roles.
Gain Practical Industry Exposure- (Semester 3-5)
Actively seek summer internships or short-term projects with companies in relevant sectors (FMCG, retail, tech). Network with industry professionals through workshops, seminars, and alumni connect programs. Prioritize roles that offer hands-on experience in market research or campaign execution.
Tools & Resources
Internshala, LinkedIn, GITAM career services
Career Connection
Internships provide invaluable real-world experience, build industry contacts, and often lead to pre-placement offers, significantly easing the job search.
Develop Data Analytics Skills- (Semester 3-5)
Complement your marketing knowledge with practical skills in business analytics. Learn data visualization tools and understand how to interpret marketing data. This is crucial for performance tracking and optimizing campaigns in a data-driven marketing landscape.
Tools & Resources
Tableau Public, Google Analytics certifications, Excel for Data Analysis
Career Connection
Proficiency in data analytics is highly sought after, enabling roles as Marketing Analysts or Digital Marketing Specialists who can measure campaign ROI and customer behavior.
Advanced Stage
Specialize and Build a Portfolio- (Semester 6)
Focus on your chosen marketing electives (Digital Marketing, Services Marketing) and build a robust portfolio of projects. This could include creating mock digital campaigns, developing a marketing plan for a startup, or analyzing market trends for a specific industry. Participate in national level marketing competitions.
Tools & Resources
Canva, Hootsuite, Google Ads platform, HubSpot Academy
Career Connection
A specialized portfolio showcases your expertise and practical application, making you a strong candidate for specific marketing roles like Digital Marketing Manager or Brand Strategist.
Intensive Placement Preparation- (Semester 6)
Engage in rigorous placement preparation including aptitude tests, group discussions, and mock interviews. Tailor your resume and cover letters to specific marketing roles and companies. Utilize the career services for personalized guidance and participate in campus placement drives.
Tools & Resources
Placement training cells, Online aptitude platforms, Interview prep books
Career Connection
Thorough preparation directly increases your chances of securing placements with reputable companies, aligning with your career aspirations.
Network Strategically and Mentor- (Semester 6)
Leverage your alumni network for mentorship and career advice. Attend industry conferences and workshops to stay updated on the latest trends and expand your professional network. Consider mentoring junior students, reinforcing your knowledge and leadership skills.
Tools & Resources
LinkedIn Professional Network, Industry conferences (e.g., ad:tech India), Alumni association events
Career Connection
A strong professional network can open doors to unforeseen career opportunities, partnerships, and continued professional development long after graduation.
Program Structure and Curriculum
Eligibility:
- Passed 10+2 examination from a recognized Board with a minimum of 50% aggregate marks / 5.0 CGPA
Duration: 3 years / 6 semesters
Credits: 120 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBLC101 | Business English | Core | 3 | Basic English Grammar, Business Vocabulary, Comprehension Skills, Formal Business Writing, Presentation Skills |
| BBSY101 | Business Mathematics | Core | 4 | Algebraic Concepts, Matrices and Determinants, Differential Calculus, Financial Mathematics, Optimization Techniques |
| BBCA101 | Computer Applications in Business | Core | 4 | MS Office Applications, Data Handling Basics, Internet and E-commerce, Business Software Introduction, Cyber Security Fundamentals |
| BBNM101 | Business and Management Principles | Core | 3 | Fundamentals of Management, Planning and Organizing, Leading and Controlling, Business Ethics, Contemporary Management Issues |
| BBGE101 | Micro Economics | Generic Elective | 3 | Basic Economic Concepts, Demand and Supply Analysis, Consumer Behavior, Production and Cost Analysis, Market Structures |
| BBCE101 | Community Engagement | Skill Enhancement | 3 | Social Responsibility, Community Needs Assessment, Project Planning, Volunteerism, Impact Evaluation |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBLC102 | Business Communication | Core | 3 | Oral Communication, Written Communication, Non-Verbal Cues, Business Etiquette, Professional Correspondence |
| BBSY102 | Business Statistics | Core | 4 | Descriptive Statistics, Probability Theory, Sampling Methods, Hypothesis Testing, Regression Analysis |
| BBCA102 | Data Analytics for Business | Core | 4 | Data Collection Methods, Data Visualization, Basic Statistical Tools, Introduction to Analytics Software, Reporting Business Insights |
| BBFM101 | Financial Accounting | Core | 3 | Accounting Principles, Journal and Ledger, Trial Balance, Financial Statements, Analysis of Financial Statements |
| BBGE102 | Macro Economics | Generic Elective | 3 | National Income, Inflation and Unemployment, Fiscal Policy, Monetary Policy, International Trade |
| BBVS101 | Value Systems | Skill Enhancement | 3 | Ethical Principles, Moral Reasoning, Personal Values, Societal Values, Professional Ethics |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBLC201 | Professional Communication | Core | 3 | Advanced Presentation Skills, Negotiation Techniques, Cross-Cultural Communication, Conflict Resolution, Report Writing |
| BBSY201 | Research Methodology for Business | Core | 4 | Research Design, Data Collection Techniques, Sampling Methods, Data Analysis Tools, Academic Report Writing |
| BBCA201 | Enterprise Resource Planning (ERP) | Core | 4 | ERP Concepts, ERP Modules, Implementation Strategies, ERP Vendors, Business Process Integration |
| BBFM201 | Cost and Management Accounting | Core | 3 | Cost Concepts, Cost Analysis, Budgeting and Control, Variance Analysis, Decision Making Techniques |
| BBGE201 | Indian Business Environment | Generic Elective | 3 | Economic Reforms in India, Government Policies, Industrial Policies, Demographic Factors, Socio-Cultural Environment |
| BBSE201 | Organisational Behavior | Skill Enhancement | 3 | Individual Behavior, Group Dynamics, Motivation Theories, Leadership Styles, Organizational Culture |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBHR201 | Human Resource Management | Core | 3 | HR Functions, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits |
| BBFM202 | Financial Management | Core | 4 | Capital Budgeting, Working Capital Management, Dividend Policy, Capital Structure, Financial Markets |
| BBMK201 | Marketing Management | Core | 4 | Marketing Mix (4Ps), Market Segmentation, Product Life Cycle, Pricing Strategies, Promotion and Distribution |
| BBSE202 | Operations Management | Skill Enhancement | 3 | Production Planning, Inventory Management, Quality Management, Supply Chain Management, Process Design |
| BBGE202 | Business Law | Generic Elective | 3 | Contract Law, Company Law, Consumer Protection Act, Intellectual Property, Cyber Law |
| BBMK401 | Marketing Research | Specialization Elective (Marketing) | 3 | Research Design, Data Collection Methods, Qualitative Research, Quantitative Research, Data Analysis and Reporting |
| BBMK402 | Consumer Behaviour | Specialization Elective (Marketing) | 3 | Consumer Decision Process, Psychological Influences, Cultural and Social Factors, Consumer Motivation, Post-Purchase Behavior |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBCA301 | Business Analytics | Core | 4 | Data Mining Techniques, Predictive Analytics, Prescriptive Analytics, Big Data Concepts, Analytics Tools and Software |
| BBFM301 | Corporate Finance | Core | 3 | Business Valuation, Mergers and Acquisitions, Risk Management, International Finance, Corporate Restructuring |
| BBGM301 | International Business | Core | 3 | Global Economic Environment, International Trade Theories, Foreign Direct Investment, International Marketing, Cultural Aspects of Business |
| BBSE301 | Entrepreneurship and Startup Management | Skill Enhancement | 3 | Entrepreneurial Process, Business Plan Development, Funding Sources for Startups, Startup Ecosystem in India, Innovation Management |
| BBMK501 | Digital Marketing | Specialization Elective (Marketing) | 3 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing Strategy, Email Marketing Campaigns |
| BBMK502 | Services Marketing | Specialization Elective (Marketing) | 3 | Characteristics of Services, Service Quality Management, Service Design and Delivery, Pricing of Services, Customer Relationship Management |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBCA302 | Strategic Management | Core | 4 | Strategic Analysis, Strategy Formulation, Strategy Implementation, Competitive Advantage, Corporate Strategy |
| BBGM302 | Business Ethics and Corporate Governance | Core | 3 | Ethical Theories in Business, Corporate Social Responsibility, Stakeholder Management, Corporate Governance Mechanisms, Ethical Decision Making |
| BBPR301 | Project | Project | 4 | Problem Identification, Literature Review, Research Methodology, Data Analysis and Interpretation, Project Report Writing and Presentation |
| BBMK601 | Marketing Elective 3 (from a basket) | Specialization Elective (Marketing) | 3 | Specific marketing topic relevant to chosen elective, Strategic application, Market trends, Case studies, Analytical frameworks |
| BBMK602 | Marketing Elective 4 (from a basket) | Specialization Elective (Marketing) | 3 | Specific marketing topic relevant to chosen elective, Practical implementation, Industry challenges, Digital tools, Performance metrics |
