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B-COM-HONS 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 program at GITAM focuses on equipping students with a strong foundation in contemporary marketing principles and practices. With the rapid digital transformation in India, the program emphasizes understanding consumer behavior, digital marketing strategies, and effective sales and distribution management, crucial for navigating the dynamic Indian market and its diverse consumer base.
Who Should Apply?
This program is ideal for fresh graduates from 10+2 seeking entry into the vibrant Indian marketing sector. It also caters to individuals aiming for a comprehensive understanding of branding, advertising, and sales, providing a robust base for various roles in consumer goods, services, and e-commerce industries across India. Students with a flair for creativity and communication will thrive.
Why Choose This Course?
Graduates of this program can expect to pursue diverse career paths in India, including roles as Marketing Executives, Digital Marketing Specialists, Sales Managers, or Brand Managers. Entry-level salaries typically range from INR 3-5 LPA, with experienced professionals earning significantly more, reflecting the high demand for skilled marketing talent in Indian companies and opportunities for growth into leadership roles.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus intently on core subjects like Financial Accounting, Business Economics, and Business Law. Participate in group discussions to deepen understanding and seek clarification from faculty regularly. This forms the bedrock for advanced commerce and marketing concepts, enabling a holistic business perspective.
Tools & Resources
GITAM''''s library resources, online tutorials for accounting principles, peer study groups, academic counselors
Career Connection
A solid grasp of business fundamentals is essential for understanding market dynamics, financial implications, and legal frameworks relevant to any marketing role.
Enhance Communication and Soft Skills- (Semester 1-2)
Actively engage in Business Communication & Soft Skills course activities. Practice public speaking, professional writing, and participate in college debates or clubs. Seek constructive feedback on presentation skills. This develops the interpersonal abilities crucial for client interactions and team collaboration in marketing.
Tools & Resources
Toastmasters International (or similar college clubs), online communication skill courses, mock interviews, GITAM''''s communication labs
Career Connection
Effective communication is vital for client interactions, team collaboration, and presenting marketing campaigns and ideas successfully to diverse audiences.
Develop Digital Literacy- (Semester 1-2)
Master the basics of MS Office and explore introductory digital tools beyond the curriculum, such as basic graphic design software or website builders. Understand cybersecurity essentials and responsible online behavior. This lays the groundwork for embracing digital marketing technologies.
Tools & Resources
Microsoft Learn, Canva (free version), Wix (free website builder), Google Digital Garage (online courses)
Career Connection
Digital proficiency is non-negotiable for modern marketing roles, aiding in content creation, data analysis, and effective online campaign management.
Intermediate Stage
Dive into Marketing Specialization Early- (Semester 3-4)
Beyond coursework in Principles of Marketing, explore concepts of Consumer Behaviour and Digital Marketing in depth. Read industry blogs, follow marketing influencers, and attempt small digital marketing projects for local businesses or NGOs to apply theoretical knowledge practically.
Tools & Resources
HubSpot Academy (free certifications), Google Ads/Analytics certifications (free courses), relevant marketing journals, industry webinars
Career Connection
Early specialization and practical application make students highly desirable for entry-level marketing roles and provide a significant advantage during internships and placements.
Network and Seek Mentorship- (Semester 3-4)
Attend industry seminars, workshops, and guest lectures organized by GITAM or local business associations. Actively connect with alumni working in marketing on platforms like LinkedIn and seek informal mentorship to gain insights and guidance from experienced professionals.
Tools & Resources
LinkedIn, GITAM Alumni Network, industry events in Visakhapatnam, professional marketing associations
Career Connection
Networking opens doors to internship opportunities, provides invaluable industry insights, and can lead to future job referrals and career guidance.
Participate in Case Competitions- (Semester 3-4)
Form teams and actively participate in college-level or inter-college business case study competitions focused on marketing challenges. This sharpens analytical, problem-solving, and presentation skills in a competitive environment, simulating real-world business scenarios.
Tools & Resources
Harvard Business Publishing cases (student access), AIMA case studies, college competition platforms, team collaboration tools
Career Connection
Demonstrates initiative, practical thinking, and teamwork, which are highly valued by recruiters seeking proactive and capable marketing talent.
Advanced Stage
Excel in Project Work and Internship- (Semester 5-6)
Approach the Project Work and Internship with utmost sincerity. Choose a marketing-related project with real-world applicability and actively seek out a relevant internship in a reputable company. Focus on delivering measurable results and submitting a comprehensive report.
Tools & Resources
Faculty mentors, industry supervisors, project management tools, data analysis software
Career Connection
A strong project and internship experience are critical for showcasing practical skills, building a portfolio, and significantly improving placement prospects.
Prepare for Placements and Interviews- (Semester 5-6)
Start placement preparation early. Work diligently on resume building, participate in mock interviews (both technical and HR rounds), and practice aptitude tests. Specifically tailor answers and skills to marketing roles, highlighting specialization projects and achievements.
Tools & Resources
GITAM Career Services, online aptitude test platforms (e.g., Indiabix), interview preparation guides, mock interview sessions
Career Connection
Strategic and thorough placement preparation maximizes the chances of securing desired marketing roles with competitive packages in leading companies.
Pursue Advanced Marketing Certifications- (Semester 5-6)
Consider pursuing advanced certifications in specific marketing domains like Google Analytics Individual Qualification, Meta Blueprint certifications, or content marketing specializations from reputable platforms. This adds specific, in-demand skills to your profile.
Tools & Resources
Google Skillshop, Meta Blueprint, Coursera/edX marketing specializations, NielsenIQ certifications
Career Connection
These certifications demonstrate specialized knowledge and a proactive learning attitude, making candidates stand out in the competitive Indian job market for specialized marketing roles.
Program Structure and Curriculum
Eligibility:
- Passed 10+2 or equivalent examination with a minimum of 50% aggregate marks (45% in case of SC/ST and PWD categories) from a recognized Board.
Duration: 3 years / 6 semesters
Credits: 160 Credits
Assessment: Internal: 40% (Theory) / 50% (Practical), External: 60% (Theory) / 50% (Practical)
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GBA 101 | Financial Accounting - I | Core | 4 | Accounting Concepts and Conventions, Accounting Process, Subsidiary Books, Bank Reconciliation Statement, Final Accounts |
| GBA 102 | Business Economics | Core | 4 | Introduction to Business Economics, Demand Analysis, Production and Cost Analysis, Market Structures, Pricing Policies |
| GBA 103 | Business Organization and Management | Core | 4 | Nature of Business, Forms of Business Organization, Planning, Organizing, Directing and Controlling |
| GBA 104 | Business Statistics | Core | 4 | Introduction to Statistics, Measures of Central Tendency, Measures of Dispersion, Correlation Analysis, Regression Analysis |
| GBA 105 | Business Communication & Soft Skills | Skill Enhancement Course (SEC) | 2 | Communication Process, Types of Communication, Written Communication, Oral Communication, Interview Skills |
| GBA 106 | Digital Literacy | Value Added Course (VAC) | 2 | Introduction to Computers, Internet and E-mail, MS Office Basics, Cyber Security, Digital Tools |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GBA 107 | Financial Accounting - II | Core | 4 | Partnership Accounts, Dissolution of Partnership Firm, Company Accounts, Issue of Shares, Debentures |
| GBA 108 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Negotiable Instruments Act, Cyber Law |
| GBA 109 | Macroeconomics | Core | 4 | National Income Accounting, Theories of Employment, Inflation, Monetary Policy, Fiscal Policy |
| GBA 110 | Principles of Marketing | Core | 4 | Introduction to Marketing, Marketing Environment, Market Segmentation, Product Life Cycle, Pricing Strategies |
| GBA 111 | Environmental Studies | Ability Enhancement Compulsory Course (AECC) | 2 | Natural Resources, Ecosystems, Biodiversity, Environmental Pollution, Environmental Ethics |
| GBA 112 | Professional Ethics | Value Added Course (VAC) | 2 | Ethics in Business, Ethical Dilemmas, Corporate Social Responsibility, Professional Conduct, Whistleblowing |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GBA 201 | Corporate Accounting | Core | 4 | Amalgamation, Absorption, Reconstruction, Valuation of Shares, Consolidated Financial Statements, Banking Company Accounts, Insurance Company Accounts |
| GBA 202 | Cost Accounting | Core | 4 | Introduction to Cost Accounting, Material Costing, Labour Costing, Overhead Costing, Marginal Costing |
| GBA 203 | Indian Financial System | Core | 4 | Structure of Indian Financial System, Money Market, Capital Market, Financial Instruments, Financial Services |
| GBA 204 | Human Resource Management | Core | 4 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management |
| GBA 205 | Business Analytics using Spreadsheets | Skill Enhancement Course (SEC) | 2 | Data Collection and Organization, Data Visualization, Basic Statistical Analysis, Decision Making using Spreadsheets, What-if Analysis |
| GBA 206 | Generic Elective - I | Generic Elective | 4 | Entrepreneurship Concepts, Global Business Environment, Research Design, Data Analysis Techniques, Ethics in Business |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GBA 207 | Management Accounting | Core | 4 | Introduction to Management Accounting, Fund Flow Statement, Cash Flow Statement, Budgetary Control, Standard Costing |
| GBA 208 | Fundamentals of Financial Management | Core | 4 | Introduction to Financial Management, Capital Budgeting, Cost of Capital, Working Capital Management, Dividend Policy |
| GBA 209 | Operations Research | Core | 4 | Introduction to Operations Research, Linear Programming, Transportation Problem, Assignment Problem, Network Analysis (PERT/CPM) |
| GBA 210 | Marketing Elective - I: Consumer Behaviour | Discipline Specific Elective (DSE) | 4 | Introduction to Consumer Behavior, Individual Determinants, Group Influences, Consumer Decision Process, Consumer Research |
| GBA 211 | Marketing Elective - II: Digital Marketing | Discipline Specific Elective (DSE) | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Social Media Marketing, Email Marketing, Content Marketing |
| GBA 212 | Generic Elective - II | Generic Elective | 4 | E-Commerce Models, International Business Strategies, Corporate Governance Frameworks, Financial Derivatives, Supply Chain Management |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GBA 301 | Income Tax Law & Practice | Core | 4 | Basic Concepts of Income Tax, Heads of Income (Salaries, House Property), Profits and Gains of Business/Profession, Capital Gains, Other Sources, Deductions from Gross Total Income |
| GBA 302 | Auditing and Corporate Governance | Core | 4 | Introduction to Auditing, Audit Process, Internal Control, Company Audit, Corporate Governance Principles |
| GBA 303 | Marketing Elective - III: Sales and Distribution Management | Discipline Specific Elective (DSE) | 4 | Introduction to Sales Management, Sales Force Management, Distribution Channels, Channel Design, Logistics Management |
| GBA 304 | Marketing Elective - IV: Marketing Research | Discipline Specific Elective (DSE) | 4 | Introduction to Marketing Research, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Reporting |
| GBA 305 | Project Work | Project | 6 | Problem Identification, Literature Review, Methodology Design, Data Collection and Analysis, Report Writing and Presentation |
| GBA 306 | Value Added Course | Value Added Course (VAC) | 2 | Current Industry Trends, Professional Development Skills, Interpersonal Skills, Problem Solving, Ethics in Practice |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| GBA 307 | Goods & Services Tax (GST) | Core | 4 | Introduction to GST, Registration under GST, Levy and Collection of GST, Input Tax Credit, GST Returns and Refunds |
| GBA 308 | Entrepreneurship Development | Core | 4 | Entrepreneurship Concept, Entrepreneurial Process, Business Plan Preparation, Funding for Start-ups, Challenges for Entrepreneurs |
| GBA 309 | Marketing Elective - V: Advertising & Brand Management | Discipline Specific Elective (DSE) | 4 | Introduction to Advertising, Advertising Media Decisions, Brand Building Strategies, Brand Equity Management, Brand Communication |
| GBA 310 | Marketing Elective - VI: International Marketing | Discipline Specific Elective (DSE) | 4 | Introduction to International Marketing, International Marketing Environment, Market Entry Strategies, Product Adaptation, Global Pricing Strategies |
| GBA 311 | Internship | Internship | 6 | Industry Exposure, Practical Application of Knowledge, Skill Development, Report Submission, Presentation of Findings |
| GBA 312 | Value Added Course | Value Added Course (VAC) | 2 | Advanced Communication Skills, Leadership Development, Data Privacy and Ethics, Critical Thinking, Entrepreneurial Mindset |
