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B-COM in Marketing at Kalinga Institute of Industrial Technology
Khordha, Odisha
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About the Specialization
What is Marketing at Kalinga Institute of Industrial Technology Khordha?
This Marketing program at Kalinga Institute of Industrial Technology focuses on equipping students with a comprehensive understanding of contemporary marketing principles and practices. It delves into the dynamics of consumer behavior, digital landscapes, and strategic brand management, crucial for navigating India''''s vibrant and diverse consumer markets. The program''''s blend of theoretical knowledge and practical application aims to foster agile and innovative marketing professionals.
Who Should Apply?
This program is ideal for fresh graduates from any stream seeking to build a strong foundation in marketing and explore diverse career opportunities in the field. It also caters to individuals with an entrepreneurial mindset looking to understand market dynamics for their ventures. Students with a keen interest in consumer psychology, brand building, and digital communication, and those aspiring to roles in sales, advertising, or market research, will find this specialization particularly rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue dynamic career paths such as Brand Manager, Digital Marketing Executive, Sales Manager, Market Research Analyst, or Advertising Executive within Indian and multinational companies. Entry-level salaries typically range from INR 3-6 LPA, with experienced professionals earning significantly more. The program prepares students for roles in rapidly growing sectors like e-commerce, FMCG, and technology, with strong growth trajectories.
Student Success Practices
Foundation Stage
Build Foundational Business Acumen & Communication Skills- (Semester 1-2)
Focus on excelling in core business subjects like Financial Accounting, Business Law, and Economics. Simultaneously, actively participate in seminars, group discussions, and presentations to hone communication skills, which are paramount in marketing. Read business newspapers daily to understand the market environment.
Tools & Resources
KIIT Library resources, Business newspapers (Economic Times, Business Standard), Online communication courses (Coursera, edX), Toastmasters International
Career Connection
Strong fundamentals provide a holistic business perspective, critical for understanding market strategy. Excellent communication is a prerequisite for any marketing role, from client interaction to presenting campaigns.
Develop Early Analytical Thinking with Statistics & Market Observation- (Semester 1-2)
Pay close attention to Business Statistics; understand how data is collected, analyzed, and interpreted, even before formal marketing courses begin. Start observing marketing campaigns around you (ads, social media) and try to deconstruct their purpose and target audience.
Tools & Resources
Khan Academy for statistics, Online news portals, Consumer product websites, Initial use of Excel for basic data handling
Career Connection
Marketing relies heavily on data-driven decisions. Early analytical skills and observation prepare students for market research and campaign analysis roles.
Join Academic and Cultural Clubs to Foster Teamwork and Creativity- (Semester 1-2)
Engage with various student clubs and societies at KIIT, particularly those related to commerce, entrepreneurship, or media. Taking on leadership roles in organizing events helps build teamwork, event management, and creative problem-solving skills – all vital for marketing.
Tools & Resources
KIIT student organizations (e.g., Marketing Club, Entrepreneurship Cell), Project management tools (Trello, Asana for group projects)
Career Connection
Marketing campaigns are team efforts. Participating in clubs builds collaboration, leadership, and creative thinking, making students more attractive to employers.
Intermediate Stage
Master Digital Tools and Basic Marketing Concepts- (Semester 3-5)
Deep dive into ''''Computer Applications in Business'''' and ''''E-Commerce'''' to gain proficiency in MS Office suite and understanding of online business. Simultaneously, solidify concepts from ''''Principles of Marketing'''' and ''''Consumer Behaviour'''' through case studies and real-world examples. Obtain relevant digital marketing certifications.
Tools & Resources
Microsoft Office Specialist certification, Google Digital Garage, HubSpot Academy for free marketing courses, Industry journals
Career Connection
Digital proficiency is non-negotiable in modern marketing. A strong grasp of marketing concepts enables students to analyze market situations and develop effective strategies, enhancing their employability in digital and brand roles.
Undertake Industry Internships and Live Projects- (Semester 3-5)
Actively seek and complete short-term internships or live projects with marketing agencies, e-commerce companies, or FMCG brands, even during semester breaks. Focus on applying theoretical knowledge to practical scenarios and building a professional network. Attend industry webinars and workshops.
Tools & Resources
KIIT placement cell, LinkedIn, Internshala, Company career pages, Industry events
Career Connection
Practical experience is highly valued. Internships provide real-world exposure, resume points, and networking opportunities that are crucial for securing placements.
Participate in Business Competitions and Case Studies- (Semester 3-5)
Engage in inter-college marketing competitions, brand challenges, and business case study contests. This helps in sharpening analytical skills, strategic thinking, and presentation abilities under pressure. Form study groups to dissect and discuss marketing case studies.
Tools & Resources
Case study platforms (Harvard Business Review, Ivey Publishing), KIIT''''s entrepreneurial cell for idea pitching, National-level B-school competitions
Career Connection
These experiences demonstrate problem-solving skills, creativity, and resilience to potential employers, making a candidate stand out during interviews.
Advanced Stage
Specialize in Digital Marketing & Craft a Strong Portfolio- (Semester 6)
Leverage the ''''Digital Marketing'''' DSE course to gain in-depth knowledge. Further specialize by pursuing advanced certifications in areas like SEO, SEM, social media analytics, or content strategy. Develop a personal portfolio showcasing projects, certifications, and internship experiences.
Tools & Resources
Google Ads certification, Facebook Blueprint, LinkedIn Learning, Personal website/blog, Behance for creative work
Career Connection
A specialized skill set and a well-curated portfolio directly align with industry demands, making students job-ready for specific marketing roles.
Excel in Project Work and Present Professional Findings- (Semester 6)
Dedicate significant effort to the ''''Project Work/Dissertation'''' (C-602). Choose a marketing-related research topic, conduct thorough primary/secondary research, and prepare a professional report and presentation. This is a chance to showcase cumulative learning and research capabilities.
Tools & Resources
Research methodology books, Statistical software (SPSS, R basics), Presentation software (PowerPoint, Prezi), Academic mentors
Career Connection
A strong project demonstrates independent thinking, research skills, and the ability to deliver tangible outcomes, highly valued in market research and strategy roles.
Master Interview Skills and Network Strategically- (Semester 6)
Actively participate in mock interviews, group discussions, and resume-building workshops organized by the college''''s placement cell. Network with alumni and industry professionals through LinkedIn and professional events. Tailor applications to specific marketing roles and companies.
Tools & Resources
KIIT Placement Cell, LinkedIn, Industry association events, Career counseling services, Interview preparation guides
Career Connection
Polished interview skills and a robust professional network significantly increase the chances of securing desirable job offers and open doors to future career opportunities.
Program Structure and Curriculum
Eligibility:
- Passed 10+2 or equivalent in any stream with at least 50% marks in aggregate.
Duration: 3 years / 6 semesters
Credits: 140 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| C-101 | Financial Accounting I | Core | 6 | Theoretical Framework of Accounting, Accounting Process, Financial Statements, Final Accounts with Adjustments, Accounting for Non-Profit Organizations |
| C-102 | Business Law | Core | 6 | Indian Contract Act (General Principles), Special Contracts (Indemnity, Guarantee, Bailment, Pledge, Agency), Sale of Goods Act, Limited Liability Partnership Act, Consumer Protection Act |
| GE-101 | Microeconomics | Generic Elective | 6 | Introduction to Economics, Demand and Supply, Production and Cost, Market Structures (Perfect Competition, Monopoly), Factor Pricing |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| C-201 | Corporate Accounting I | Core | 6 | Accounting for Share Capital, Debentures, Redemption of Preference Shares, Redemption of Debentures, Amalgamation, Absorption and External Reconstruction |
| C-202 | Corporate Law | Core | 6 | Introduction to Companies Act, Company Formation, Share Capital and Debentures, Management and Administration, Winding Up |
| GE-201 | Macroeconomics | Generic Elective | 6 | Introduction to Macroeconomics, National Income Accounting, Money and Banking, Inflation, Open Economy Macroeconomics |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| C-301 | Income Tax Law and Practice | Core | 6 | Basic Concepts of Income Tax, Residential Status and Tax Liability, Heads of Income (Salaries, House Property), Profits and Gains of Business/Profession, Capital Gains, Income from Other Sources |
| C-302 | Business Statistics | Core | 6 | Introduction to Statistics, Measures of Central Tendency, Measures of Dispersion, Correlation Analysis, Regression Analysis, Index Numbers |
| SEC-301 | Computer Applications in Business | Skill Enhancement Course | 4 | Word Processing, Spreadsheets (MS Excel), Presentations (MS PowerPoint), Database Management Systems (MS Access), Internet and E-commerce |
| GE-301 | Principles of Marketing | Generic Elective | 6 | Introduction to Marketing, Marketing Environment, Consumer Behaviour, Market Segmentation, Targeting, Positioning, Product, Pricing, Promotion, and Place Decisions |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| C-401 | Auditing and Corporate Governance | Core | 6 | Auditing Concepts, Internal Control, Vouching and Verification, Audit of Financial Statements, Company Audit, Corporate Governance |
| C-402 | Business Mathematics | Core | 6 | Matrices and Determinants, Calculus (Differentiation, Integration), Financial Mathematics (Simple & Compound Interest, Annuities), Set Theory, Linear Programming |
| SEC-401 | E-Commerce | Skill Enhancement Course | 4 | Introduction to E-commerce, Business Models of E-commerce, Technology in E-commerce, Security and Payment Systems, Legal and Ethical Issues in E-commerce |
| GE-401 | Indian Economy | Generic Elective | 6 | Basic Characteristics of Indian Economy, Economic Planning in India, Agriculture Sector, Industrial Sector, Service Sector, Foreign Trade and Investment |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| C-501 | Management Accounting | Core | 6 | Introduction to Management Accounting, Cost Concepts, Budgeting and Budgetary Control, Standard Costing and Variance Analysis, Marginal Costing and Decision Making |
| C-502 | Principles of Micro Finance | Core | 6 | Introduction to Microfinance, Microfinance Models, Microfinance Products and Services, Regulation of Microfinance, Challenges and Prospects of Microfinance |
| DSE-501 (Marketing) | Consumer Behaviour | Discipline Specific Elective (Marketing) | 6 | Introduction to Consumer Behavior, Consumer Decision Making Process, Individual Influences (Perception, Motivation, Personality), Group Influences (Culture, Social Class, Family), Consumer Research |
| DSE-502 (Marketing) | Advertising and Personal Selling | Discipline Specific Elective (Marketing) | 6 | Introduction to Advertising, Advertising Media, Advertising Effectiveness, Introduction to Personal Selling, Sales Process, Sales Force Management |
| GE-501 | Human Resource Management | Generic Elective | 6 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management, Compensation Management |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| C-601 | Indian Financial System | Core | 6 | Structure of Indian Financial System, Financial Markets (Money Market, Capital Market), Financial Institutions, Financial Services, Financial Sector Reforms |
| C-602 | Project Work/Dissertation | Core (Project) | 6 | Research Methodology, Literature Review, Data Collection, Data Analysis, Report Writing, Presentation |
| DSE-601 (Marketing) | Rural Marketing | Discipline Specific Elective (Marketing) | 6 | Introduction to Rural Marketing, Rural Market Environment, Rural Consumer Behaviour, Product and Pricing Strategies for Rural Markets, Promotion and Distribution in Rural Areas |
| DSE-602 (Marketing) | Digital Marketing | Discipline Specific Elective (Marketing) | 6 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing, Email Marketing, Web Analytics |
| GE-601 | International Business | Generic Elective | 6 | Introduction to International Business, Theories of International Trade, Foreign Direct Investment, Global Financial Markets, International Marketing, Global Business Strategies |
