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BBA in Marketing at ISBC College of Arts, Science and Commerce
Bengaluru, Karnataka
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About the Specialization
What is Marketing at ISBC College of Arts, Science and Commerce Bengaluru?
This BBA Marketing program at ISBC College of Arts, Science and Commerce focuses on developing a comprehensive understanding of marketing principles and practices crucial for the dynamic Indian market. It delves into consumer behavior, digital strategies, and global marketing trends, equipping students with contemporary skills. The program''''s design caters to the growing demand for skilled marketing professionals in India''''s vibrant economy, emphasizing practical applications and industry relevance.
Who Should Apply?
This program is ideal for recent 10+2 graduates with an interest in business communication, brand building, and consumer psychology. It also suits individuals seeking entry into marketing roles in diverse sectors like FMCG, retail, tech, and services. Aspiring entrepreneurs keen on understanding market dynamics for launching successful ventures will also find immense value, with no specific prerequisite background beyond basic eligibility.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths in brand management, digital marketing, sales, and market research. Entry-level salaries typically range from INR 3-5 LPA, growing significantly with experience. Growth trajectories include Marketing Executive, Brand Manager, Digital Marketing Specialist, and Sales Manager roles in Indian and multinational corporations. The curriculum also aligns with foundational knowledge for certifications in digital marketing and analytics.
Student Success Practices
Foundation Stage
Master Business Fundamentals Early- (Semester 1-2)
Dedicate time in Semesters 1 and 2 to build a strong base in financial accounting, economics, and management principles. These core subjects underpin all future business and marketing strategies. Form study groups to clarify concepts and practice numerical problems regularly.
Tools & Resources
Textbooks, Online tutorials (e.g., NPTEL, Coursera business courses), Peer study groups
Career Connection
A solid foundation is essential for understanding advanced marketing concepts and making data-driven business decisions, which recruiters highly value.
Develop Digital & Quantitative Skills- (Semester 1-2)
Actively engage with Digital Fluency and Quantitative Analysis courses. Seek out additional resources to enhance proficiency in MS Office (especially Excel for data analysis). Participate in online quizzes or challenges to test your understanding.
Tools & Resources
MS Excel, Khan Academy for Math, Online typing tutors, Digital skill-building platforms
Career Connection
These skills are non-negotiable in modern marketing, enabling efficient data handling, market research, and campaign execution, paving the way for entry-level analyst roles.
Enhance Communication & Soft Skills- (Semester 1-2)
Utilize English Language and Indian Language courses to refine written and verbal communication. Participate in college debates, presentations, and public speaking events. Focus on active listening and effective articulation, crucial for client interactions.
Tools & Resources
Toastmasters International (if available), College debate clubs, Online communication courses
Career Connection
Strong communication is vital for presenting ideas, negotiating, and building client relationships in marketing, directly impacting interview performance and career progression.
Intermediate Stage
Engage with Marketing Major Courses Practically- (Semester 3-5)
In Semesters 3-5, apply concepts from Principles of Marketing and Consumer Behavior through mini-projects. Analyze real-world advertising campaigns, study consumer trends in India, and develop mock marketing plans for local businesses. Seek out faculty mentorship for project guidance.
Tools & Resources
Case studies, Marketing blogs (e.g., HubSpot), Industry journals, Market research reports
Career Connection
Practical application deepens understanding and builds a portfolio, making you a more attractive candidate for marketing internships and entry-level specialist roles.
Build a Digital Marketing Portfolio- (Semester 4-5)
Focus on Digital Marketing as an elective. Start building a personal brand online (e.g., LinkedIn, a simple blog). Experiment with SEO, social media marketing, and content creation. Obtain basic certifications in Google Analytics or HubSpot Inbound Marketing.
Tools & Resources
Google Analytics Academy, HubSpot Academy, Canva for content creation, WordPress/Blogger
Career Connection
A demonstrable digital marketing skill set and portfolio are highly valued, leading to roles in digital agencies, e-commerce, and corporate marketing departments.
Network and Seek Early Internships- (Semester 3-5)
Attend industry events, marketing workshops, and guest lectures to network with professionals. Actively search for short-term internships or volunteer roles in marketing departments of local businesses or startups during semester breaks to gain early exposure.
Tools & Resources
LinkedIn, College placement cell, Networking events, Internship portals like Internshala
Career Connection
Networking opens doors to mentorship and opportunities, while early internships provide practical experience and a competitive edge for final placements.
Advanced Stage
Undertake a Comprehensive Marketing Project/Internship- (Semester 6)
In Semester 6, dedicate fully to your major project or internship. Choose a topic that aligns with your specialization (e.g., a marketing strategy for a real company, market research for a new product). Focus on clear problem definition, rigorous analysis, and actionable recommendations.
Tools & Resources
Research databases, Statistical software (Excel, SPSS), Presentation tools, Company mentors
Career Connection
A well-executed final project or impactful internship is a cornerstone for securing placements, demonstrating your ability to apply knowledge to real-world business challenges.
Refine Interview & Placement Preparation- (Semester 5-6)
Focus intensely on aptitude tests, group discussions, and personal interviews. Practice mock interviews with faculty and peers, specifically for marketing roles. Research target companies and understand their marketing strategies, current campaigns, and industry challenges.
Tools & Resources
Online aptitude platforms, Mock interview sessions, Company websites, Glassdoor for interview experiences
Career Connection
Strategic and focused preparation is key to converting interviews into job offers, ensuring a smooth transition into your professional marketing career.
Develop Specialized Analytics & Branding Skills- (Semester 6)
Leverage Marketing Analytics and Brand Management courses to gain deeper insights. Explore advanced tools like Google Data Studio or learn basics of programming for data analysis (e.g., Python for marketing). Consider a certification in a specific marketing technology.
Tools & Resources
Google Data Studio, Online Python/R courses, Advanced Excel modeling, Brand management case studies
Career Connection
These specialized skills position you for roles requiring analytical acumen and strategic brand thinking, enhancing your long-term growth in the competitive marketing landscape.
Program Structure and Curriculum
Eligibility:
- Pass in PUC (10+2) or equivalent from a recognized board/university.
Duration: 3 years / 6 semesters
Credits: 160 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| DSC 1.1 | Financial Accounting for Business | Core | 4 | Accounting Concepts and Conventions, Journal and Ledger, Trial Balance and Rectification of Errors, Preparation of Final Accounts (Sole Proprietorship), Depreciation and Reserves |
| DSC 1.2 | Business Organization and Environment | Core | 4 | Forms of Business Organizations, Business Environment Analysis, Social Responsibility of Business, Industrial Policies, Globalization and Liberalization |
| DSC 1.3 | Principles of Management | Core | 4 | Evolution of Management Thought, Planning and Decision Making, Organizing and Departmentation, Directing and Motivation, Controlling Techniques |
| AECC 1.1 | Indian Language | Ability Enhancement Compulsory Course | 2 | Grammar, Prose and Poetry, Functional Communication, Cultural Aspects, Translation |
| AECC 1.2 | English Language | Ability Enhancement Compulsory Course | 2 | Grammar and Usage, Vocabulary Building, Reading Comprehension, Basic Writing Skills, Oral Communication |
| SEC 1.1 | Digital Fluency | Skill Enhancement Course | 2 | Fundamentals of Computers, Operating Systems, MS Office Applications (Word, PowerPoint), Internet and Web Browsing, Cyber Security Basics |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| DSC 2.1 | Corporate Accounting | Core | 4 | Company Accounts, Issue of Shares and Debentures, Underwriting of Shares, Redemption of Preference Shares and Debentures, Final Accounts of Companies |
| DSC 2.2 | Business Mathematics | Core | 4 | Ratio, Proportion, and Percentage, Simple and Compound Interest, Matrices and Determinants, Linear Equations, Basic Calculus (Differentiation, Integration) |
| DSC 2.3 | Micro Economics for Business Decisions | Core | 4 | Demand and Supply Analysis, Elasticity of Demand, Production Function and Costs, Market Structures (Perfect Competition, Monopoly), Pricing Strategies |
| AECC 2.1 | Indian Language | Ability Enhancement Compulsory Course | 2 | Advanced Grammar, Literary Texts, Official Correspondence, Public Speaking, Creative Writing |
| AECC 2.2 | English Language | Ability Enhancement Compulsory Course | 2 | Business Communication, Report Writing, Presentation Skills, Email Etiquette, Group Discussion |
| SEC 2.2 | Quantitative Analysis for Business | Skill Enhancement Course | 2 | Measures of Central Tendency, Measures of Dispersion, Correlation and Regression, Probability Distributions, Hypothesis Testing (Introduction) |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| DSC 3.1 | Human Resource Management | Core | 4 | HR Planning and Recruitment, Selection and Placement, Training and Development, Performance Appraisal, Compensation and Benefits |
| DSC 3.2 | Macro Economics for Business Decisions | Core | 4 | National Income Accounting, Theories of Employment and Income, Inflation and Deflation, Monetary and Fiscal Policies, Business Cycles |
| DSC 3.3 | Financial Management | Core | 4 | Introduction to Financial Management, Capital Budgeting Decisions, Working Capital Management, Cost of Capital, Dividend Policy |
| SEC 3.3 | MS-Excel for Business | Skill Enhancement Course | 2 | Advanced Excel Functions, Data Analysis Tools (Sort, Filter, Pivot Tables), Data Visualization (Charts, Graphs), Financial Modeling Basics, What-if Analysis |
| VAC 3.1 | Constitutional Studies | Value Added Course | 2 | Salient Features of Indian Constitution, Fundamental Rights and Duties, Directive Principles of State Policy, Judiciary and Legislature, Emergency Provisions |
| Major 3.1 | Principles of Marketing | Major Core - Marketing | 4 | Marketing Concepts and Philosophies, Marketing Environment, Market Segmentation, Targeting, Positioning, Marketing Mix (4Ps), New Product Development |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| DSC 4.1 | Business Law | Core | 4 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Consumer Protection Act, 2019, Partnership Act, 1932 |
| DSC 4.2 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Entrepreneurial Process, Business Plan Preparation, Sources of Finance for Start-ups, Challenges and Opportunities for Entrepreneurs |
| DSC 4.3 | Cost Accounting | Core | 4 | Cost Concepts and Classifications, Elements of Cost (Material, Labour, Overheads), Cost Sheet Preparation, Job, Batch and Contract Costing, Marginal Costing and Break-Even Analysis |
| SEC 4.4 | Business Analytics Tools | Skill Enhancement Course | 2 | Introduction to Business Analytics, Data Visualization Tools (Tableau/Power BI Basics), Statistical Software (R/Python Basics), Predictive Modeling Concepts, Case Studies in Business Analytics |
| VAC 4.2 | Environmental Studies | Value Added Course | 2 | Ecosystems and Biodiversity, Environmental Pollution, Solid Waste Management, Climate Change and Global Warming, Environmental Ethics and Laws |
| Major 4.1 | Consumer Behavior | Major Core - Marketing | 4 | Introduction to Consumer Behavior, Consumer Decision-Making Process, Individual Determinants of Consumer Behavior, Group Influence on Consumer Behavior, Consumer Research and Marketing Strategy |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| DSC 5.1 | Research Methodology | Core | 4 | Introduction to Business Research, Research Design and Types, Sampling Design, Data Collection Methods (Primary and Secondary), Data Analysis and Report Writing |
| DSC 5.2 | Operations Management | Core | 4 | Introduction to Operations Management, Production Planning and Control, Inventory Management, Quality Management (TQM, Six Sigma), Supply Chain Management |
| Major 5.1 | Integrated Marketing Communications | Major Core - Marketing | 4 | Introduction to IMC, Advertising Management, Sales Promotion and Public Relations, Personal Selling and Direct Marketing, Digital Marketing Communication Tools |
| Major 5.2 | Sales and Distribution Management | Major Core - Marketing | 4 | Fundamentals of Selling, Sales Force Management, Marketing Channels Design, Channel Management and Logistics, Retailing and Wholesaling |
| DSE 5.3 | Digital Marketing | Major Elective - Marketing | 3 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing, Email Marketing and Analytics |
| OE 5.1 | Open Elective | Open Elective | 3 | Subject selected from other disciplines, e.g., Psychology, Economics, Computer Applications, Focus on interdisciplinary learning, Enhancing general knowledge |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| DSC 6.1 | International Business | Core | 4 | Globalization and International Trade Theories, International Business Environment, Multinational Corporations (MNCs), Foreign Exchange Market, Export-Import Procedures |
| DSC 6.2 | Business Ethics and Corporate Social Responsibility | Core | 4 | Ethical Theories in Business, Corporate Governance, Stakeholder Management, CSR Initiatives and Reporting, Ethical Decision Making |
| Major 6.1 | Marketing Analytics | Major Core - Marketing | 4 | Introduction to Marketing Analytics, Data Sources in Marketing, Customer Lifetime Value (CLV), Marketing Mix Modeling, Dashboarding and Reporting |
| Major 6.2 | Services Marketing | Major Core - Marketing | 4 | Characteristics of Services, Service Quality Models, Managing Service Delivery, Pricing and Promotion of Services, Internal and Interactive Marketing |
| DSE 6.3 | Brand Management | Major Elective - Marketing | 3 | Brand Equity and Value, Brand Identity and Positioning, Brand Elements and Communication, Brand Architecture and Extensions, Managing Brand Over Time |
| Project | Project Work / Internship | Project | 3 | Identification of a business problem, Literature Review and Research Design, Data Collection and Analysis, Interpretation of Results and Findings, Report Writing and Presentation |
