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BBA in Marketing Analytics at GITAM (Gandhi Institute of Technology and Management)
Visakhapatnam, Andhra Pradesh
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About the Specialization
What is Marketing Analytics at GITAM (Gandhi Institute of Technology and Management) Visakhapatnam?
This Marketing Analytics program at GITAM University focuses on equipping students with advanced analytical skills to interpret complex marketing data and drive strategic business decisions. Given India''''s rapidly expanding digital economy and consumer market, there''''s a significant demand for professionals who can leverage data to optimize marketing efforts and enhance customer experiences across various industries. The program distinguishes itself by combining core business administration principles with specialized training in data science, making graduates uniquely positioned to thrive in the modern marketing landscape.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the dynamic field of marketing analytics, providing a solid foundation in both business and data analysis. It also caters to working professionals in marketing, sales, or data roles who aim to upskill in specialized analytical techniques. Career changers transitioning into the digital marketing or business intelligence sectors, particularly those with a quantitative aptitude, will find the curriculum highly relevant and transformative. A strong interest in data, consumer behavior, and strategic thinking is a prerequisite for success.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including Marketing Analyst, Data Scientist (Marketing), Digital Marketing Specialist, Business Intelligence Analyst, or Customer Insights Manager in leading Indian and multinational companies. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals earning upwards of INR 10-15 lakhs, depending on skills and company. Growth trajectories are steep in the data-driven marketing domain, aligning with professional certifications in analytics tools like Google Analytics, Tableau, or advanced Excel, thereby enhancing employability.
Student Success Practices
Foundation Stage
Master Business Fundamentals and Communication- (Semester 1-2)
Dedicate significant effort to understanding core business concepts in management, accounting, economics, and statistics. Simultaneously, hone business communication and presentation skills through regular practice, group discussions, and mock presentations. This strong foundation is crucial for translating analytical insights into actionable business strategies.
Tools & Resources
Textbooks, Online business courses (e.g., Coursera, edX), Toastmasters International for public speaking
Career Connection
A strong grasp of business fundamentals and effective communication ensures you can understand business problems and articulate solutions clearly to non-technical stakeholders, a vital skill for marketing analysts during placements.
Excel and Basic Data Proficiency- (Semester 1-2)
Develop advanced proficiency in spreadsheet software like Microsoft Excel for data organization, basic analysis, and visualization. Explore online tutorials and practical exercises to become adept at formulas, functions, and pivot tables. This lays the groundwork for more complex analytical tools.
Tools & Resources
Microsoft Excel, Udemy/LinkedIn Learning courses on Excel for Business, Practice datasets
Career Connection
Excel proficiency is a non-negotiable skill for entry-level analytics roles in India, often serving as the primary tool for initial data manipulation and reporting in many organizations, directly impacting internship and job readiness.
Active Participation in Business Clubs and Competitions- (Semester 1-2)
Join relevant student clubs (e.g., Marketing Club, Data Analytics Club) and actively participate in intra-college and inter-college business plan competitions, case studies, and quizzes. This fosters critical thinking, teamwork, and an early understanding of business challenges.
Tools & Resources
Campus business clubs, Inter-collegiate competition platforms (e.g., Unstop, Dare2Compete)
Career Connection
Participation demonstrates initiative and practical application of knowledge, making your resume stand out to recruiters and developing soft skills essential for corporate roles in India.
Intermediate Stage
Deep Dive into Marketing Analytics Tools & Techniques- (Semester 3-5)
Beyond theoretical knowledge, actively learn and apply marketing analytics tools such as Google Analytics, basic SQL for data extraction, and R/Python for statistical analysis. Work on mini-projects using real or simulated marketing datasets to solidify your understanding of segmentation, targeting, and predictive modeling.
Tools & Resources
Google Analytics Academy, SQLZoo, Codecademy for Python/R, Kaggle datasets
Career Connection
Hands-on experience with industry-standard tools and techniques is highly valued by Indian companies. This practical exposure directly enhances your portfolio for internships and specialized analytics positions.
Seek Industry Mentorship and Networking- (Semester 3-5)
Actively network with marketing analytics professionals through LinkedIn, industry events, and alumni platforms. Seek mentorship to understand current industry trends, career paths, and gain insights into real-world applications of analytics. Attend webinars and guest lectures by industry experts.
Tools & Resources
LinkedIn, Industry conferences/webinars (e.g., Marketing Conclave), GITAM Alumni Network
Career Connection
Networking opens doors to internship opportunities and provides valuable career guidance, helping you understand the Indian job market for marketing analytics and prepare for specific roles.
Undertake Practical Internships and Live Projects- (Semester 4-5)
Secure at least one summer internship or work on live projects with companies, focusing on applying marketing analytics concepts. This provides invaluable practical experience, helps build a professional network, and translates theoretical knowledge into tangible skills.
Tools & Resources
College placement cell, Internshala, Naukri.com, Industry contacts
Career Connection
Internships are often a direct pipeline to full-time employment in India. They demonstrate your capability to apply learned skills in a corporate setting and build a crucial work portfolio for placements.
Advanced Stage
Build a Robust Portfolio with Capstone Projects- (Semester 6)
Focus intently on your final year project, ensuring it addresses a complex, real-world marketing analytics problem. Utilize advanced tools like Tableau/Power BI for data visualization and advanced statistical models. Showcase your end-to-end analytical capabilities from data cleaning to actionable insights.
Tools & Resources
Tableau Public, Power BI Desktop, GitHub for project showcasing, Mentors for project guidance
Career Connection
A strong, well-documented project serves as a compelling proof of skill to recruiters during placement interviews, directly impacting your chances of securing a high-quality job in Indian companies.
Prepare for Placements with Mock Interviews and Aptitude Tests- (Semester 6)
Engage in rigorous placement preparation, including mock interviews (technical, HR, and case study based) and practice aptitude tests. Refine your resume and cover letter, tailoring them for marketing analytics roles. Focus on behavioral questions and STAR method responses.
Tools & Resources
Placement cell resources, Online aptitude test platforms (e.g., IndiaBix), Interview prep guides
Career Connection
Thorough preparation is critical for success in campus placements, which are highly competitive in India. It ensures you can effectively articulate your skills and potential to prospective employers.
Continuous Learning and Specialization- (Semester 5-6 and beyond)
Identify a niche within marketing analytics (e.g., e-commerce analytics, social media analytics, pricing analytics) and pursue advanced certifications or online courses in that area. Stay updated with emerging technologies like AI and machine learning in marketing through blogs, journals, and industry reports.
Tools & Resources
Google Digital Garage, Marketing Analytics certifications, Industry blogs (e.g., MarketingProfs)
Career Connection
Specialization and continuous learning are key for long-term career growth in the fast-evolving Indian analytics market, helping you stay relevant and advance into leadership roles.
Program Structure and Curriculum
Eligibility:
- Passed 10+2 or equivalent examination with at least 50% aggregate marks.
Duration: 3 years (6 semesters)
Credits: 136 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 101010101 | Business Mathematics | General Core | 4 | Sets, Relations and Functions, Matrices and Determinants, Commercial Arithmetic, Differential Calculus, Integral Calculus |
| 101010102 | Business Communication | General Core | 4 | Fundamentals of Communication, Oral Communication, Written Communication, Reading Comprehension, Business Correspondence |
| 101010103 | Principles of Management | General Core | 4 | Nature and Functions of Management, Planning, Organizing, Staffing and Directing, Controlling, Contemporary Management Practices |
| 101010104 | Financial Accounting | General Core | 4 | Introduction to Accounting, Recording of Transactions, Preparation of Financial Statements, Valuation of Inventory, Depreciation |
| 101010105 | Spreadsheet for Business Decisions | General Core | 4 | Introduction to Excel, Data Analysis Tools, Financial Functions, Statistical Functions, Goal Seek and Solver |
| 101010106 | Environmental Studies | Value Added Course | 2 | Ecosystems, Biodiversity and its Conservation, Environmental Pollution, Social Issues and the Environment, Human Population and Environment |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 101010107 | Business Statistics | General Core | 4 | Introduction to Statistics, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression |
| 101010108 | Marketing Management | General Core | 4 | Introduction to Marketing, Market Segmentation, Targeting, Positioning, Product and Pricing Decisions, Place and Promotion Decisions, New Trends in Marketing |
| 101010109 | Managerial Economics | General Core | 4 | Introduction to Managerial Economics, Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Pricing Decisions, Macroeconomic Indicators |
| 101010110 | Human Resource Management | General Core | 4 | Introduction to HRM, Human Resource Planning and Recruitment, Selection and Placement, Training and Development, Performance Management and Compensation |
| 101010111 | Research Methodology for Business | General Core | 4 | Introduction to Business Research, Research Design, Data Collection Methods, Sampling Design, Data Analysis and Report Writing |
| 101010112 | Design Thinking and Innovation | Value Added Course | 2 | Introduction to Design Thinking, Empathize and Define, Ideate and Prototype, Test and Implement, Innovation and Creativity |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 101010113 | Cost and Management Accounting | General Core | 4 | Introduction to Cost Accounting, Cost Concepts and Classification, Costing Methods, Budgeting and Budgetary Control, Standard Costing and Variance Analysis |
| 101010114 | Business Law | General Core | 4 | Indian Contract Act 1872, Sale of Goods Act 1930, Negotiable Instruments Act 1881, Consumer Protection Act 2019, Intellectual Property Rights |
| 101010115 | Digital Marketing | Program Core | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing and Email Marketing, Digital Advertising and Analytics |
| 101010116 | Fundamentals of Marketing Analytics | Program Core | 4 | Introduction to Marketing Analytics, Data Collection and Management, Descriptive Analytics, Diagnostic Analytics, Ethical Considerations in Marketing Analytics |
| 101010117 | Entrepreneurship Development | General Core | 4 | Concept of Entrepreneurship, Entrepreneurial Process, Business Plan Preparation, Sources of Finance for Startups, Legal and Regulatory Framework for Entrepreneurship |
| 101010118 | Verbal Ability | Value Added Course | 2 | Vocabulary and Grammar, Reading Comprehension, Sentence Correction, Para Jumbles, Critical Reasoning |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 101010119 | Financial Management | General Core | 4 | Introduction to Financial Management, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Dividend Decisions |
| 101010120 | Operations Management | General Core | 4 | Introduction to Operations Management, Process Design and Facility Layout, Capacity and Location Planning, Inventory Management, Quality Management |
| 101010121 | Consumer Behaviour | Program Core | 4 | Introduction to Consumer Behavior, Consumer Decision Making Process, Individual Influences on Consumer Behavior, Group and Cultural Influences, Consumer Research and Ethics |
| 101010122 | Marketing Research | Program Core | 4 | Introduction to Marketing Research, Problem Definition and Research Design, Data Collection and Measurement, Sampling and Data Preparation, Data Analysis and Report Writing |
| 101010XXX | Open Elective - I | Open Elective | 4 | |
| 101010123 | Business Communication and Presentation Skills | Value Added Course | 2 | Advanced Business Correspondence, Effective Presentation Strategies, Public Speaking Skills, Interpersonal Communication, Negotiation and Conflict Resolution |
