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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, Visakhapatnam, focuses on developing a comprehensive understanding of market dynamics, consumer behavior, and strategic marketing techniques essential for success in the evolving Indian business landscape. The curriculum integrates traditional marketing principles with modern digital strategies, preparing students for diverse roles. It emphasizes practical application and contemporary industry relevance, meeting the robust demand for skilled marketing professionals across various sectors in India.
Who Should Apply?
This program is ideal for fresh graduates from any stream seeking entry into the dynamic field of marketing, particularly those interested in brand management, digital marketing, sales, or market research. It also suits working professionals aiming to upskill in specialized marketing areas or career changers transitioning into marketing and sales roles within fast-growing Indian industries. A strong aptitude for communication, creativity, and analytical thinking is beneficial.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths such as Brand Manager, Marketing Analyst, Sales Manager, Digital Marketing Specialist, or Market Research Executive. Entry-level salaries typically range from INR 3-6 lakhs per annum, with experienced professionals earning significantly more. Growth trajectories include leadership roles in marketing departments of Indian and multinational companies. The program also aligns with skills needed for various professional marketing certifications.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Actively engage in core business subjects like Business Economics, Financial Accounting, and Principles of Marketing. Focus on understanding concepts thoroughly rather than rote learning. Utilize practice problems and case studies to solidify understanding of business principles. Join study groups to discuss complex topics and clarify doubts.
Tools & Resources
Textbooks, GITAM e-learning platform, Peer study groups, Basic accounting software trials
Career Connection
A strong foundation in core business subjects is critical for understanding market dynamics and financial implications of marketing decisions, paving the way for effective strategic planning in future roles.
Develop Effective Communication Skills- (Semester 1-2)
Participate actively in Business Communication classes, focusing on improving written and oral presentation skills. Join debating societies or public speaking clubs. Practice drafting professional emails, reports, and delivering presentations regularly. Seek feedback from professors and peers to refine communication style.
Tools & Resources
Toastmasters International (local chapters), Grammarly, Presentation software, Communication skill workshops
Career Connection
Excellent communication is paramount in marketing for pitches, client interactions, and team collaboration, directly impacting career progression and leadership opportunities.
Build Analytical & Quantitative Aptitude- (Semester 1-2)
Pay close attention to Business Statistics and Business Analytics. Focus on interpreting data and drawing actionable insights. Practice problem-solving regularly. Consider joining a quantitative skills club or taking introductory courses on data interpretation to enhance analytical thinking.
Tools & Resources
Excel, Basic R/Python for data, Khan Academy, GeeksforGeeks quantitative aptitude section
Career Connection
Modern marketing heavily relies on data-driven decisions. Strong analytical skills will make you indispensable for roles in marketing analytics, market research, and campaign optimization.
Intermediate Stage
Engage in Practical Marketing Projects & Case Studies- (Semester 3-5)
Actively seek out and participate in live projects, marketing competitions, and case study challenges. Apply theoretical knowledge from Consumer Behavior and Sales & Distribution Management to real-world scenarios. Volunteer for college events requiring marketing and promotion. Propose innovative marketing strategies.
Tools & Resources
Industry case studies, LinkedIn Learning, Marketing specific hackathons, Campus clubs
Career Connection
Practical experience and portfolio-building through projects are crucial for showcasing your skills to recruiters and gaining a competitive edge in Indian job market for marketing roles.
Network and Seek Industry Mentorship- (Semester 3-5)
Attend industry seminars, guest lectures, and workshops organized by the university or external bodies. Connect with alumni and industry professionals on platforms like LinkedIn. Seek out mentors who can provide guidance on career paths, skill development, and industry trends in India. Join relevant professional bodies.
Tools & Resources
LinkedIn, Industry conferences, Alumni network, Mentorship platforms
Career Connection
Networking opens doors to internship opportunities, valuable industry insights, and potential job referrals, which are critical for placements in a competitive market.
Develop Digital Marketing Proficiency- (Semester 3-5)
Focus intently on the Digital Marketing course. Pursue additional certifications in areas like SEO, SEM, Social Media Marketing, or Content Marketing. Set up a personal blog or social media page to practice digital marketing tactics. Stay updated with latest trends in digital marketing.
Tools & Resources
Google Ads Certifications, HubSpot Academy, Coursera/Udemy courses, Social media analytics tools
Career Connection
Digital marketing skills are highly sought after across all industries in India. Proficiency in this area directly translates to diverse job opportunities in performance marketing, content creation, and social media management.
Advanced Stage
Execute a High-Impact Internship- (Semester 5)
Secure an internship in a reputed company, preferably in a marketing role that aligns with your specialization. Focus on delivering measurable results and contributing meaningfully to the team. Actively learn from supervisors and colleagues. Document your learnings and achievements meticulously for your resume.
Tools & Resources
Internship portals (Internshala, LinkedIn), Company career pages, GITAM placement cell
Career Connection
A successful internship is often a direct pathway to pre-placement offers or significantly enhances your resume, making you highly attractive to recruiters for final placements.
Undertake a Comprehensive Project Work- (Semester 6)
Choose a relevant and challenging marketing project for your final year. Focus on identifying a real-world business problem and proposing a well-researched and actionable solution. Collaborate with industry if possible. Document your research, analysis, and findings rigorously, preparing for viva voce.
Tools & Resources
Research databases, SPSS/R for data analysis, Project management tools, Faculty mentors
Career Connection
The final project demonstrates your ability to apply advanced marketing concepts and problem-solving skills, which is a key evaluation criterion for managerial and analytical roles.
Intensive Placement Preparation- (Semester 6)
Engage in rigorous placement preparation focusing on aptitude tests, group discussions, and personal interviews. Tailor your resume and cover letter to specific job descriptions. Practice mock interviews with faculty and peers. Research target companies and understand their marketing strategies and culture.
Tools & Resources
Placement cell resources, Online aptitude test platforms, Interview preparation guides, Company websites
Career Connection
Thorough preparation for placements significantly increases your chances of securing desired roles in leading companies, ensuring a strong start to your marketing career in India.
Program Structure and Curriculum
Eligibility:
- Passed in 10+2 or equivalent examination with at least 50% marks in aggregate from a recognized board.
Duration: 3 years / 6 semesters
Credits: 116 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1.1.01 | Fundamentals of Business Management | Core | 4 | Introduction to Business, Forms of Business Organization, Management Process, Planning and Decision Making, Organizing and Staffing, Directing and Controlling |
| 1.1.1.02 | Business Economics | Core | 4 | Introduction to Business Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures, Pricing Strategies |
| 1.1.1.03 | Business Communication | Ability Enhancement | 2 | Fundamentals of Communication, Types of Communication, Written Communication, Oral Communication, Presentations and Meetings |
| 1.1.1.04 | Financial Accounting | Core | 4 | Introduction to Accounting, Accounting Concepts and Principles, Journal and Ledger, Trial Balance and Financial Statements, Company Accounts |
| 1.1.1.05 | Business Statistics | Core | 4 | Introduction to Statistics, Data Collection and Presentation, Measures of Central Tendency, Measures of Dispersion, Probability and Probability Distributions |
| 1.1.1.06 | Environmental Studies | Ability Enhancement | 2 | Multidisciplinary Nature of Environmental Studies, Natural Resources, Ecosystems, Biodiversity and Conservation, Environmental Pollution, Social Issues and the Environment |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1.2.01 | Principles of Marketing | Core | 4 | Introduction to Marketing, Marketing Environment, Market Segmentation, Targeting and Positioning, Product and Pricing Decisions, Promotion and Distribution Decisions |
| 1.1.2.02 | Organizational Behaviour | Core | 4 | Introduction to Organizational Behaviour, Individual Behaviour, Group Dynamics, Leadership and Motivation, Organizational Culture and Change |
| 1.1.2.03 | Business Law | Core | 4 | Indian Contract Act, Sales of Goods Act, Negotiable Instruments Act, Consumer Protection Act, Company Law |
| 1.1.2.04 | Cost and Management Accounting | Core | 4 | Introduction to Cost Accounting, Cost Concepts and Classification, Marginal Costing, Budgetary Control, Standard Costing |
| 1.1.2.05 | Business Analytics | Skill Enhancement | 2 | Introduction to Business Analytics, Data Collection and Preparation, Descriptive Analytics, Predictive Analytics Models, Prescriptive Analytics |
| 1.1.2.06 | Indian Constitution | Ability Enhancement | 2 | Making of the Indian Constitution, Fundamental Rights and Duties, Directive Principles of State Policy, Union and State Government, Judiciary and Local Governance |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1.3.01 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning and Recruitment, Training and Development, Performance Management, Compensation Management |
| 1.1.3.02 | Research Methodology | Core | 4 | Introduction to Research, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing |
| 1.1.3.03 | Corporate Finance | Core | 4 | Introduction to Corporate Finance, Sources of Finance, Cost of Capital, Capital Budgeting, Working Capital Management |
| 1.1.3.04 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Entrepreneurial Process, Business Plan Preparation, Funding for New Ventures, Institutional Support for Entrepreneurs in India |
| 1.1.3.05 | Digital Marketing | Skill Enhancement | 2 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing, Email Marketing, Web Analytics |
| 1.1.3.06 | Social Responsibility and Ethics | Elective (General) | 4 | Introduction to Business Ethics, Corporate Social Responsibility, Ethical Decision Making, Stakeholder Management, Indian Ethos in Management |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1.4.01 | Operations Management | Core | 4 | Introduction to Operations Management, Facility Location and Layout, Production Planning and Control, Inventory Management, Quality Management |
| 1.1.4.02 | International Business | Core | 4 | Introduction to International Business, Theories of International Trade, Foreign Exchange Market, International Marketing, Global Business Environment |
| 1.1.4.E1M | Consumer Behavior | Elective (Specialization - Marketing) | 4 | Introduction to Consumer Behavior, Consumer Decision Process, Psychological Influences on Behavior, Sociological and Cultural Influences, Consumer Research |
| 1.1.4.E2M | Sales and Distribution Management | Elective (Specialization - Marketing) | 4 | Introduction to Sales Management, Sales Force Recruitment and Training, Sales Forecasting and Budgeting, Distribution Channels, Logistics and Supply Chain Integration |
| 1.1.4.05 | Supply Chain Management | Skill Enhancement | 2 | Introduction to Supply Chain Management, Logistics and Inventory Management, Supply Chain Integration, Procurement and Sourcing, Global Supply Chain |
| 1.1.4.06 | E-Commerce | Elective (General) | 4 | Introduction to E-Commerce, E-Commerce Business Models, E-Marketing, Payment Systems, Legal and Ethical Issues in E-Commerce |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1.5.01 | Strategic Management | Core | 4 | Introduction to Strategic Management, Strategic Analysis and Formulation, SWOT Analysis, Strategy Implementation, Strategic Control |
| 1.1.5.02 | Business Policy and Ethics | Core | 4 | Business Policy Framework, Corporate Governance, Ethical Dilemmas in Business, Corporate Social Responsibility, Sustainable Business Practices |
| 1.1.5.E3M | Integrated Marketing Communications | Elective (Specialization - Marketing) | 4 | Introduction to IMC, Advertising Management, Sales Promotion, Public Relations and Publicity, Digital and Direct Marketing |
| 1.1.5.E4M | Services Marketing | Elective (Specialization - Marketing) | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Delivery, Pricing and Promotion of Services |
| 1.1.5.05 | Internship | Project | 4 | Industry Exposure, Application of Theoretical Knowledge, Skill Development, Report Writing, Presentation Skills |
| 1.1.5.06 | Financial Markets and Services | Elective (General) | 4 | Indian Financial System, Money Market, Capital Market, Financial Services, Investment Banking |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1.6.01 | Project Management | Core | 4 | Introduction to Project Management, Project Life Cycle, Project Planning and Scheduling, Project Costing and Control, Project Risk Management |
| 1.1.6.02 | Business Simulation & Decision Making | Core | 4 | Introduction to Business Simulation, Decision Making Models, Quantitative Techniques for Decision Making, Game Theory in Business, Case Study Analysis |
| 1.1.6.E5M | Retail Management | Elective (Specialization - Marketing) | 4 | Introduction to Retailing, Retail Formats and Theories, Merchandise Management, Store Operations and Layout, Retail Marketing Mix |
| 1.1.6.E6M | Marketing Analytics | Elective (Specialization - Marketing) | 4 | Introduction to Marketing Analytics, Data Sources in Marketing, Customer Analytics, Marketing Mix Modeling, Campaign Effectiveness Measurement |
| 1.1.6.05 | Project Work | Project | 8 | Problem Identification and Formulation, Literature Review, Methodology and Data Collection, Analysis and Interpretation of Results, Report Writing and Presentation |
| 1.1.6.06 | Indian Economy | Elective (General) | 4 | Features of Indian Economy, Economic Planning in India, Agriculture and Industry Sector, Foreign Trade and Balance of Payments, Current Economic Challenges and Reforms |
