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BBA in Marketing Management at Gujranwala Guru Nanak Institute of Management & Technology
Ludhiana, Punjab
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About the Specialization
What is Marketing Management at Gujranwala Guru Nanak Institute of Management & Technology Ludhiana?
This Marketing Management specialization at Gujranwala Guru Nanak Institute of Management & Technology focuses on equipping students with essential skills for the dynamic Indian market. It covers core marketing principles, consumer behavior, digital strategies, and brand building. The program''''s practical approach aims to prepare graduates for diverse roles in India''''s rapidly evolving marketing landscape.
Who Should Apply?
This program is ideal for fresh graduates passionate about branding, advertising, and sales, aiming for impactful careers in India''''s fast-growing consumer and digital sectors. It also suits individuals seeking to enhance their business acumen with specialized marketing skills. Aspiring entrepreneurs and those interested in understanding market dynamics and consumer psychology will find this specialization particularly rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths like Marketing Executive, Brand Manager, Digital Marketing Specialist, or Sales Manager. Entry-level salaries typically range from INR 3-5 LPA, growing significantly with experience. Opportunities abound in FMCG, e-commerce, advertising agencies, and IT services in India, aligning with industry demand for skilled marketing professionals.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Focus on building a strong understanding of foundational subjects like Business Economics, Financial Accounting, and Principles of Marketing. Attend all lectures, take thorough notes, and actively participate in discussions. Utilize textbooks and supplementary online resources like NPTEL courses for deeper insights. Form study groups with peers to clarify concepts and tackle complex problems collectively.
Tools & Resources
Textbooks, NPTEL, Coursera (Introduction to Business/Marketing), Study Groups
Career Connection
A solid understanding of these fundamentals forms the bedrock for advanced marketing concepts, making you a more versatile and informed candidate for entry-level roles in any Indian business sector.
Develop Essential Computer and Data Skills- (Semester 1-2)
Acquire proficiency in MS Office Suite, especially Excel for data analysis, and basic understanding of database concepts. Practice using these tools for presentations, reports, and calculations. Explore free online tutorials for advanced Excel functions. This early skill development is crucial for data-driven marketing roles.
Tools & Resources
MS Office (Excel, PowerPoint), Google Sheets, Online tutorials (e.g., edX, YouTube), Basic SQL for data management
Career Connection
Strong computer and data skills are indispensable in today''''s marketing landscape, enhancing your employability for roles in marketing analytics and digital marketing within Indian companies.
Engage in Communication and Presentation Practice- (Semester 1-2)
Actively seek opportunities to improve public speaking and presentation skills. Participate in college debates, group projects, and class presentations. Join a college Toastmasters club or similar communication-focused group. Practice delivering clear and concise messages, critical for effective marketing communication.
Tools & Resources
Toastmasters International (club), College debate societies, Presentation software (Canva, PowerPoint)
Career Connection
Effective communication is vital for client interaction, team collaboration, and pitching marketing ideas, boosting your confidence for roles in advertising, sales, and brand management.
Intermediate Stage
Undertake Marketing-focused Live Projects and Case Studies- (Semester 3-5)
Apply theoretical knowledge from subjects like Marketing Research, Consumer Behavior, and Digital Marketing Fundamentals to real-world scenarios. Actively participate in case study competitions, marketing fests, and seek out opportunities for live projects with local businesses or NGOs. This provides practical exposure to Indian market challenges.
Tools & Resources
Industry Case Studies, College Marketing Clubs, Local Businesses/NGOs for projects, LinkedIn for industry insights
Career Connection
Practical experience through live projects enhances your resume and provides tangible examples for interviews, making you a preferred candidate for internships and junior marketing positions.
Build a Digital Marketing Skillset- (Semester 3-5)
Beyond theoretical knowledge, pursue certifications in key digital marketing areas. Learn tools like Google Analytics, Google Ads, and social media marketing platforms. Create a personal blog or social media page to practice content creation and SEO. Stay updated with latest digital trends relevant to the Indian digital consumer.
Tools & Resources
Google Analytics Academy, Google Ads Certifications, Meta Blueprint, HubSpot Academy, SEMrush/Ahrefs (free trials)
Career Connection
A strong digital marketing portfolio and certifications are highly valued in India''''s booming e-commerce and digital advertising industries, leading to roles as a Digital Marketing Specialist or SEO Analyst.
Network with Industry Professionals and Alumni- (Semester 3-5)
Attend industry seminars, webinars, and workshops related to marketing. Connect with GGNIMT alumni working in marketing roles on LinkedIn. Seek mentorship opportunities and informational interviews to understand career paths and gain insights into the Indian marketing landscape. Utilize these connections for potential internship leads.
Tools & Resources
LinkedIn, Industry events (online/offline), College alumni network portals, Professional associations like MMA India
Career Connection
Networking opens doors to internships, mentorship, and job opportunities, providing valuable industry insights and potential referrals for future placements in Indian companies.
Advanced Stage
Excel in Specialization-Specific Projects and Training- (Semester 6)
Leverage your Project Work and Industrial Training opportunities in Semesters 5 & 6 to deep dive into your chosen marketing sub-field (e.g., Brand Management, Retail, CRM). Select a project topic that aligns with your career goals and gather practical experience. Convert your training into a strong portfolio piece.
Tools & Resources
Company-specific software during training, Project management tools (Asana, Trello), Industry reports, Market research databases
Career Connection
Demonstrating in-depth knowledge and practical application in a specific marketing area during your final year significantly boosts your chances for specialized roles and better placements.
Intensive Placement Preparation- (Semester 6)
Begin rigorous preparation for campus placements. Practice aptitude tests, group discussions, and mock interviews regularly. Work on your resume and cover letter, tailoring them for specific marketing roles. Focus on developing strong communication, problem-solving, and critical thinking skills essential for Indian corporate recruitment processes.
Tools & Resources
Placement cell workshops, Online aptitude platforms (e.g., IndiaBix), Mock interview sessions, Resume builders
Career Connection
Thorough preparation for campus placements is crucial for securing desired marketing roles in leading Indian organizations, maximizing your career launch potential.
Develop a Personal Brand and Portfolio- (Semester 6)
Create an online presence highlighting your marketing projects, certifications, and skills. This could be a personal website, a strong LinkedIn profile, or a portfolio showcasing your work in digital marketing, content creation, or campaign design. This helps you stand out to potential employers in the competitive Indian job market.
Tools & Resources
LinkedIn, Personal website builders (Wix, WordPress), Behance (for creative portfolios), Canva for visual content
Career Connection
A strong personal brand and portfolio act as a powerful marketing tool for yourself, attracting recruiters for roles like Marketing Analyst, Content Strategist, or Brand Executive.
Program Structure and Curriculum
Eligibility:
- 10+2 or its equivalent examination in any stream with at least 40% marks in aggregate from a recognized board.
Duration: 3 years / 6 semesters
Credits: 146 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA101-23 | Business Organization and Management | Core | 4 | Nature and Scope of Business, Forms of Business Organization, Management Process, Planning and Decision Making, Organizing and Staffing, Directing and Controlling |
| BBA103-23 | Financial Accounting | Core | 4 | Introduction to Accounting, Accounting Concepts and Principles, Recording Business Transactions, Preparation of Final Accounts, Depreciation Accounting, Accounting for Non-Profit Organizations |
| BBA105-23 | Business Economics | Core | 4 | Introduction to Business Economics, Demand and Supply Analysis, Elasticity of Demand, Production and Cost Analysis, Market Structures, Pricing Strategies |
| BBA107-23 | Computer Applications in Management | Core | 4 | Introduction to Computers, Operating Systems, MS Office Suite (Word, Excel, PowerPoint), Database Management Systems, Internet and E-Commerce, Business Intelligence Tools |
| BBA109-23 | Business Mathematics | Core | 4 | Basic Algebra and Equations, Matrices and Determinants, Differential Calculus, Integral Calculus, Financial Mathematics, Linear Programming |
| BBA111-23 | Environmental Studies | Qualifying | 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 |
|---|---|---|---|---|
| BBA102-23 | Business Law | Core | 4 | Indian Contract Act 1872, Sale of Goods Act 1930, Negotiable Instruments Act 1881, Consumer Protection Act 1986, Intellectual Property Rights, Cyber Laws |
| BBA104-23 | Organizational Behavior | Core | 4 | Introduction to Organizational Behavior, Individual Behavior, Group Dynamics and Team Building, Leadership Theories, Motivation, Organizational Culture and Change |
| BBA106-23 | Business Statistics | Core | 4 | Introduction to Statistics, Measures of Central Tendency, Measures of Dispersion, Correlation and Regression, Probability Distributions, Hypothesis Testing |
| BBA108-23 | Production and Operations Management | Core | 4 | Introduction to POM, Product Design and Development, Plant Location and Layout, Inventory Management, Quality Management, Supply Chain Basics |
| BBA110-23 | Principles of Marketing | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer Markets and Buyer Behavior, Marketing Mix (4 Ps), Product Life Cycle, Pricing Strategies |
| BBA112-23 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning and Recruitment, Selection and Placement, Training and Development, Performance Management, Compensation Management |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA201-23 | Indian Economy | Core | 4 | Overview of Indian Economy, Economic Planning in India, Agricultural Sector, Industrial Sector, Service Sector, Economic Reforms and Challenges |
| BBA203-23 | Research Methodology | Core | 4 | Introduction to Research, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing |
| BBA205-23 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money, Capital Budgeting, Cost of Capital, Working Capital Management, Capital Structure |
| BBA207-23 | Marketing Research | Core | 4 | Introduction to Marketing Research, Marketing Research Process, Problem Formulation, Research Design, Measurement and Scaling, Data Analysis in Marketing Research |
| BBA209-23 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Entrepreneurial Process, Business Plan Preparation, Funding for New Ventures, Role of Government in Entrepreneurship, Family Business Management |
| BBA211-23 | Business Ethics | Core | 4 | Introduction to Business Ethics, Ethical Theories, Corporate Social Responsibility, Ethics in Marketing and Finance, Environmental Ethics, Corporate Governance |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA202-23 | International Business | Core | 4 | Introduction to International Business, Theories of International Trade, Global Business Environment, Foreign Direct Investment, International Monetary System, Global Marketing and HR Strategies |
| BBA204-23 | Corporate Law | Core | 4 | Introduction to Company Law, Types of Companies, Memorandum and Articles of Association, Share Capital and Debentures, Management and Administration of Companies, Company Meetings and Winding Up |
| BBA206-23 | Consumer Behavior | Core | 4 | Introduction to Consumer Behavior, Cultural and Social Factors, Individual Influences, Consumer Decision Making Process, Post-Purchase Behavior, Consumer Learning and Perception |
| BBA208-23 | Advertising and Sales Management | Core | 4 | Introduction to Advertising, Advertising Objectives and Budgeting, Media Planning and Selection, Personal Selling Process, Sales Force Management, Sales Promotion Techniques |
| BBA210-23 | Digital Marketing Fundamentals | Core | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing, Email Marketing |
| BBA212-23 | Supply Chain Management | Core | 4 | Introduction to SCM, Logistics Management, Inventory Management in SCM, Supply Chain Design, Sourcing and Procurement, Global Supply Chains |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA301-23 | Strategic Management | Core | 4 | Introduction to Strategic Management, Strategic Analysis, Strategy Formulation, Strategic Implementation, Strategic Control, Business Ethics and CSR in Strategy |
| BBA303-23 | Business Analytics | Core | 4 | Introduction to Business Analytics, Descriptive Analytics, Predictive Analytics, Prescriptive Analytics, Data Visualization, Analytical Tools and Techniques |
| BBA(MM)501-23 | Brand Management | Elective - Marketing Management | 4 | Introduction to Brand Management, Brand Identity and Positioning, Brand Equity, Brand Communication Strategies, Brand Portfolio Management, Brand Revitalization and Extensions |
| BBA(MM)503-23 | Rural Marketing | Elective - Marketing Management | 4 | Understanding Rural Markets in India, Rural Consumer Behavior, Rural Product and Pricing Strategies, Rural Distribution Channels, Rural Communication Strategies, Challenges and Opportunities in Rural Marketing |
| BBA(MM)505-23 | Services Marketing | Elective - Marketing Management | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality Models, Managing Customer Expectations, Service Recovery Strategies, Integrated Services Marketing Communications |
| BBA-PJT-23 | Project Work | Project | 6 | Problem Identification and Formulation, Literature Review, Research Design and Methodology, Data Collection and Analysis, Findings and Recommendations, Project Report Writing and Presentation |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA302-23 | Project Management | Core | 4 | Introduction to Project Management, Project Life Cycle, Project Planning and Scheduling, Project Cost Management, Risk Management in Projects, Project Monitoring and Control |
| BBA(MM)601-23 | International Marketing | Elective - Marketing Management | 4 | Introduction to International Marketing, Global Marketing Environment, International Market Entry Strategies, International Product and Pricing Decisions, Global Distribution and Promotion, Managing International Marketing Efforts |
| BBA(MM)603-23 | Retail Management | Elective - Marketing Management | 4 | Introduction to Retail Management, Retail Formats and Trends, Store Location and Layout, Merchandise Management, Retail Pricing and Promotion, Retail Technology and E-Retailing |
| BBA(MM)605-23 | Customer Relationship Management | Elective - Marketing Management | 4 | Introduction to CRM, CRM Strategies and Architecture, Customer Data Management, Customer Experience Management, CRM Technologies and Analytics, Building Long-Term Customer Relationships |
| BBA-IT-23 | Industrial Training | Practical | 6 | Practical Application of Business Concepts, Industry Exposure and Understanding, Skill Development in a Corporate Setting, Problem Solving and Decision Making, Report Writing on Training Experience, Professional Etiquette and Networking |
| BBA-VIVA-23 | Viva-Voce | Practical | 2 | Comprehensive Understanding of BBA Curriculum, Communication and Presentation Skills, Ability to Articulate Concepts, Defense of Project Work and Industrial Training, General Business Awareness, Critical Thinking and Problem Solving |
