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B-COM in Marketing at JAIN (Deemed-to-be University)
Bengaluru, Karnataka
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About the Specialization
What is Marketing at JAIN (Deemed-to-be University) Bengaluru?
This B.Com Marketing program at JAIN University focuses on equipping students with a comprehensive understanding of marketing principles and practices crucial for India''''s dynamic consumer landscape. It covers modern marketing concepts, digital strategies, and consumer insights, differentiating itself with a blend of theoretical knowledge and practical application relevant to Indian industry demands, preparing students for impactful roles in a rapidly evolving market.
Who Should Apply?
This program is ideal for fresh 10+2 graduates with a keen interest in understanding market dynamics and consumer behavior. It also suits career changers aspiring to transition into marketing or sales roles, and working professionals looking to upskill in areas like digital marketing or brand management. Ideal candidates possess strong communication skills and an analytical mindset, eager to tackle real-world business challenges.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths such as Brand Manager, Digital Marketing Executive, Sales Manager, Marketing Analyst, or Retail Manager in various sectors. Entry-level salaries typically range from INR 3 LPA to 6 LPA, with experienced professionals potentially earning INR 8 LPA and above. The program aligns with professional certifications like Google Ads, HubSpot, and offers growth trajectories in both traditional and digital marketing domains within Indian companies.
Student Success Practices
Foundation Stage
Master Core Commerce Fundamentals- (Semester 1-2)
Dedicate time to build a strong foundation in subjects like Financial Accounting, Business Economics, and Principles of Management. These are critical for understanding the broader business context in which marketing operates. Utilize online tutorials, concept videos from NPTEL or YouTube, and regular practice problems.
Tools & Resources
Textbooks, NPTEL lectures, Online accounting practice platforms
Career Connection
A solid foundation is essential for understanding business financial health, market forces, and organizational structures, which are vital for strategic marketing decisions and future career growth.
Develop Effective Communication and Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and extra-curricular activities like debates or college clubs. Focus on improving both verbal and written communication. Practice public speaking using tools like mock presentation apps and seek feedback from peers and faculty.
Tools & Resources
Toastmasters International (local chapters), Grammarly, Presentation software (PowerPoint, Google Slides)
Career Connection
Strong communication is paramount in marketing for pitches, client interactions, and team collaborations, directly impacting your employability and leadership potential in Indian corporate settings.
Explore Diverse Marketing Career Paths- (Semester 1-2)
Attend industry guest lectures, workshops, and career counseling sessions to understand various roles within marketing (e.g., brand management, digital marketing, sales). Network with alumni and industry professionals on platforms like LinkedIn to gain insights into day-to-day responsibilities and industry trends in India.
Tools & Resources
LinkedIn, Career services workshops, Alumni network events
Career Connection
Early exposure helps in identifying areas of interest and aligning academic choices with future career aspirations, enabling a more focused and successful professional journey.
Intermediate Stage
Engage in Practical Marketing Projects and Case Studies- (Semester 3-5)
Form study groups to analyze real-world marketing case studies. Volunteer for college marketing events or fests to gain hands-on experience in planning and execution. Utilize creative design tools to visualize marketing campaigns for theoretical scenarios.
Tools & Resources
Harvard Business Review cases (student access), Canva, Adobe Spark
Career Connection
Practical application of concepts through projects and case studies hones problem-solving skills, making students more attractive to employers seeking candidates who can translate theory into actionable strategies.
Seek Internships and Industry-Relevant Certifications- (Semester 3-5)
Actively apply for summer internships in marketing departments of companies in Bengaluru or other major cities. Simultaneously, pursue recognized online certifications in areas like Digital Marketing (Google Ads, HubSpot) or Marketing Analytics to enhance your skillset beyond the curriculum.
Tools & Resources
Internshala, Naukri.com, Google Skillshop, HubSpot Academy
Career Connection
Internships provide invaluable industry exposure and networking opportunities, often leading to pre-placement offers. Certifications demonstrate specialized skills, significantly boosting your resume and placement prospects in competitive Indian job markets.
Build a Professional Network- (Semester 3-5)
Attend industry conferences, seminars, and networking events. Connect with guest speakers, faculty members, and senior students. Cultivate relationships with professionals through LinkedIn and informational interviews to learn about career paths and potential job opportunities.
Tools & Resources
Industry event calendars, LinkedIn Premium (student offers), Professional associations
Career Connection
A strong professional network is crucial for mentorship, job referrals, and staying updated on industry trends. Many opportunities in India arise through strong professional connections.
Advanced Stage
Intensive Placement Preparation- (Semester 6)
Engage in rigorous placement preparation, including mock interviews (both HR and technical rounds), group discussions, and aptitude tests. Focus on company-specific preparation for target organizations. Refine your resume and cover letter to highlight marketing-specific skills and experiences.
Tools & Resources
JAIN University Placement Cell services, Online aptitude test platforms, Mock interview simulations
Career Connection
Thorough preparation directly translates into higher success rates in securing placements with reputable companies, ensuring a smooth transition from academics to professional life.
Develop a Comprehensive Marketing Portfolio- (Semester 6)
Compile all your marketing projects, case studies, internship reports, and certifications into a well-structured digital portfolio. Showcase your skills in content creation, campaign planning, data analysis, and problem-solving through concrete examples and results. This portfolio should be readily accessible during interviews.
Tools & Resources
Behance, LinkedIn profile (projects section), Personal website/blog
Career Connection
A strong portfolio visually demonstrates your capabilities and experience, making you stand out to recruiters and significantly improving your chances of landing desired marketing roles.
Refine Specialization and Industry Insights- (Semester 6)
For your final project or dissertation, delve deep into a specific area of marketing (e.g., data-driven marketing, sustainable marketing, brand strategy). Stay updated with the latest industry reports, market research, and emerging technologies impacting the Indian marketing landscape to position yourself as a thought leader.
Tools & Resources
Market research reports (e.g., Nielsen, Statista), Marketing blogs and journals, Industry conferences
Career Connection
Specialized knowledge and current industry insights make you a highly valuable candidate, enabling you to pursue niche roles or leadership positions in your chosen marketing domain.
Program Structure and Curriculum
Eligibility:
- Pass in 10+2 examination with 40% aggregate marks from any recognised board
Duration: 3 years / 6 semesters
Credits: 152 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| LANG 1 | Language I (Kannada/Hindi/Sanskrit/French/German) | Core | 3 | Grammar and Usage, Prose and Poetry, Composition and Comprehension, Cultural Aspects, Translation |
| LANG 2 | English Language I | Core | 3 | Functional English, Vocabulary and Grammar, Reading Comprehension, Written Communication, Listening and Speaking Skills |
| BCG101 | Financial Accounting | Core | 4 | Introduction to Accounting, Accounting Concepts and Conventions, Journal, Ledger, Trial Balance, Final Accounts of Sole Proprietorship, Depreciation Accounting, Bills of Exchange |
| BCG102 | Business Economics | Core | 4 | Nature and Scope of Business Economics, Demand Analysis, Production and Cost Analysis, Market Structures, Pricing Practices |
| BCG103 | Principles of Management | Core | 4 | Introduction to Management, Planning and Decision Making, Organising and Staffing, Directing and Controlling, Motivation and Leadership |
| BCG104 | Indian Financial System | Core | 4 | Structure of Indian Financial System, Financial Markets (Money & Capital), Financial Instruments, Financial Institutions, Role of RBI and SEBI |
| AEC | Foundation Course (Indian Constitution / Environmental Studies) | Ability Enhancement Compulsory Course | 2 | Constitutional Framework, Fundamental Rights and Duties, Environmental Concepts, Natural Resources, Environmental Pollution |
| OEC 1.1/1.2 | Open Elective - Interdisciplinary | Open Elective | 3 | Varies based on choice, Basic concepts, Applications, Interdisciplinary insights, Skill development |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| LANG 1 | Language II | Core | 3 | Advanced Grammar, Literature Review, Essay Writing, Public Speaking, Cultural Understanding |
| LANG 2 | English Language II | Core | 3 | Business Communication, Report Writing, Presentation Skills, Interview Techniques, Soft Skills |
| BCG201 | Corporate Accounting | Core | 4 | Shares and Debentures, Valuation of Goodwill and Shares, Amalgamation and Reconstruction, Holding Company Accounts, Financial Statements Analysis |
| BCG202 | Business Statistics | Core | 4 | Measures of Central Tendency, Measures of Dispersion, Correlation and Regression, Index Numbers, Time Series Analysis, Probability |
| BCG203 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer and Business Markets, Product Life Cycle, Pricing Strategies, Promotion and Distribution Channels |
| BCG204 | Corporate Administration | Core | 4 | Forms of Business Organisation, Company Formation and Management, Board of Directors, Meetings, Winding Up of Companies, Corporate Social Responsibility |
| AEC | Digital Fluency | Ability Enhancement Compulsory Course | 2 | Computer Fundamentals, MS Office Applications, Internet and Web Technologies, Data Security and Privacy, Digital Tools for Business |
| OEC 2.1/2.2 | Open Elective - Interdisciplinary | Open Elective | 3 | Varies based on choice, Basic concepts, Applications, Interdisciplinary insights, Skill development |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCG301 | Income Tax I | Core | 4 | Introduction to Income Tax, Residential Status and Tax Incidence, Income from Salaries, Income from House Property, Profits & Gains of Business or Profession |
| BCG302 | Cost Accounting | Core | 4 | Introduction to Cost Accounting, Cost Concepts and Classification, Material Costing, Labor Costing, Overhead Costing, Process Costing |
| BCG303 | Business Law | Core | 4 | Indian Contract Act 1872, Sale of Goods Act 1930, Negotiable Instruments Act 1881, Consumer Protection Act 2019, Intellectual Property Rights |
| BMA301 | Consumer Behavior | Specialization Core | 4 | Introduction to Consumer Behavior, Consumer Decision Making Process, Individual Determinants (Motivation, Perception), External Influences (Culture, Social Class), Family and Group Influence, Consumer Research |
| BMA302 | Integrated Marketing Communications | Specialization Core | 4 | Introduction to IMC, Advertising Management, Sales Promotion Techniques, Public Relations and Publicity, Personal Selling and Direct Marketing, Digital and Social Media Marketing |
| OEC 3.1/3.2 | Open Elective - Interdisciplinary | Open Elective | 3 | Varies based on choice, Basic concepts, Applications, Interdisciplinary insights, Skill development |
| SEC | Skill Enhancement Course (e.g., Professional Communication / Tally) | Skill Enhancement Course | 2 | Communication Strategies, Effective Presentations, Advanced Accounting Software, Data Entry and Reporting, Financial Statement Generation |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCG401 | Income Tax II | Core | 4 | Income from Capital Gains, Income from Other Sources, Set-off and Carry Forward of Losses, Deductions from Gross Total Income, Computation of Total Income and Tax Liability, Assessment Procedures |
| BCG402 | Financial Management | Core | 4 | Introduction to Financial Management, Capital Budgeting Decisions, Cost of Capital, Working Capital Management, Dividend Policy, Financial Planning |
| BCG403 | Company Law | Core | 4 | Companies Act 2013, Incorporation of a Company, Memorandum and Articles of Association, Share Capital and Debentures, Management and Administration of Companies, Corporate Governance |
| BMA401 | Marketing Research | Specialization Core | 4 | Introduction to Marketing Research, Research Design and Data Collection, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Presentation, Ethics in Marketing Research |
| BMA402 | Sales and Distribution Management | Specialization Core | 4 | Role of Sales Management, Sales Force Recruitment and Training, Sales Territory and Quota Management, Sales Performance Evaluation, Channel Design and Management, Logistics and Supply Chain |
| OEC 4.1/4.2 | Open Elective - Interdisciplinary | Open Elective | 3 | Varies based on choice, Basic concepts, Applications, Interdisciplinary insights, Skill development |
| SEC | Skill Enhancement Course (e.g., Digital Marketing Basics / Advance Excel) | Skill Enhancement Course | 2 | Introduction to Digital Marketing, SEO and SEM, Social Media Marketing, Email Marketing, Advanced Excel Functions, Data Visualization in Excel |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCG501 | Auditing and Corporate Governance | Core | 4 | Introduction to Auditing, Types of Audit, Audit Planning and Documentation, Internal Control, Audit Report, Principles of Corporate Governance |
| BCG502 | GST and Customs Duty | Core | 4 | Introduction to GST, Levy and Collection of GST, Input Tax Credit, Time and Value of Supply, Registration and Returns under GST, Customs Act and Valuation |
| BMA501 | International Marketing | Specialization Core | 4 | Global Marketing Environment, International Market Entry Strategies, Product and Pricing Decisions, International Promotion Strategies, Global Distribution Channels, Export-Import Procedures |
| BMA502 | Retail and E-Commerce Marketing | Specialization Core | 4 | Fundamentals of Retailing, Retail Store Location and Layout, Merchandise Management, Retail Pricing and Promotion, Introduction to E-Commerce, E-Commerce Business Models |
| BMA503 | Service Marketing | Specialization Core | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Managing Service Delivery, Extended Marketing Mix for Services |
| PJT/INT | Project Work / Internship / Dissertation | Project | 4 | Research Methodology, Data Collection and Analysis, Problem Identification, Report Writing, Presentation Skills, Application of Marketing Concepts |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BCG601 | Management Accounting | Core | 4 | Introduction to Management Accounting, Ratio Analysis, Fund Flow Statement, Cash Flow Statement, Marginal Costing and Break-Even Analysis, Budgetary Control |
| BCG602 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Entrepreneurial Motivation, Business Plan Preparation, Sources of Finance for Entrepreneurs, Small Scale Industries, Government Policies for Entrepreneurship |
| BMA601 | Brand Management | Specialization Core | 4 | Introduction to Brands and Branding, Brand Identity and Image, Brand Equity Measurement, Brand Positioning and Communication, Brand Extension and Revitalization, Global Branding Strategies |
| BMA602 | Rural and Agri-Business Marketing | Specialization Core | 4 | Introduction to Rural Marketing, Characteristics of Rural Consumers, Rural Market Segmentation, Product and Pricing for Rural Markets, Rural Distribution and Promotion, Agri-Business Marketing |
| BMA603 | Strategic Marketing | Specialization Core | 4 | Introduction to Strategic Marketing, Environmental Analysis (SWOT, PESTEL), Market Segmentation, Targeting, Positioning, Competitive Marketing Strategies, Marketing Implementation and Control, Ethics and Social Responsibility in Marketing |
| PJT/INT | Project Work / Internship / Dissertation | Project | 4 | Advanced Research Skills, Problem Solving in Real-world Contexts, In-depth Industry Analysis, Strategic Recommendations, Effective Communication of Findings, Professionalism and Teamwork |
