BBA in Marketing at Manipal Academy of Higher Education
Udupi, Karnataka
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About the Specialization
What is Marketing at Manipal Academy of Higher Education Udupi?
This BBA Marketing program at Manipal Academy of Higher Education focuses on developing a comprehensive understanding of marketing principles and practices crucial for the Indian and global markets. The curriculum emphasizes digital marketing, consumer behavior, and brand management, reflecting the dynamic nature of marketing in India''''s booming consumer sector. It prepares students for diverse roles across various industries.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the marketing field, particularly those interested in brand management, digital advertising, or sales. It suits individuals with a flair for creativity, analytical thinking, and effective communication. Students from any stream with a passion for understanding market dynamics and consumer psychology will find this specialization rewarding.
Why Choose This Course?
Graduates of this program can expect promising career paths in brand management, digital marketing, market research, and sales leadership roles within Indian and multinational companies. Entry-level salaries typically range from INR 3-5 LPA, with experienced professionals earning significantly more. The program aligns with industry needs, fostering skills for leadership roles in India''''s competitive marketing landscape.
Student Success Practices
Foundation Stage
Master Business Fundamentals- (Semester 1-2)
Dedicate time to thoroughly understand core subjects like Business Economics, Financial Accounting, and Principles of Management. Use online resources like Investopedia and NPTEL lectures to reinforce concepts. Strong foundational knowledge is crucial for advanced marketing strategy.
Tools & Resources
Investopedia, NPTEL videos, Khan Academy Business
Career Connection
A solid grasp of business fundamentals provides context for marketing decisions, making you a more effective and versatile professional in future roles.
Develop Professional Communication Skills- (Semester 1-2)
Actively participate in public speaking events, debates, and group presentations to enhance verbal and non-verbal communication. Seek feedback on your writing from faculty and peers. Join college clubs focused on communication or toastmasters-style activities.
Tools & Resources
Toastmasters International (local chapters), Grammarly, Presentation software
Career Connection
Effective communication is paramount in marketing for pitches, presentations, and client interactions, directly impacting career progression.
Build Digital Literacy and MS Office Proficiency- (Semester 1-2)
Go beyond basic usage of MS Office. Explore advanced features of Excel for data analysis and PowerPoint for impactful presentations. Engage with basic digital tools and platforms. Consider taking free online courses in data analytics fundamentals.
Tools & Resources
Microsoft Learn, Coursera (Excel/PowerPoint courses), Google Digital Garage
Career Connection
Proficiency in digital tools and data handling is a non-negotiable skill in modern marketing, making you job-ready for analytics and campaign management roles.
Intermediate Stage
Engage with Marketing Case Studies and Competitions- (Semester 3-5)
Actively seek out and analyze marketing case studies from Indian and international brands. Participate in inter-college marketing competitions and business plan challenges. This practical application helps bridge theory with real-world scenarios and sharpens problem-solving skills.
Tools & Resources
Harvard Business Review cases, MICA/IIM case competitions, Unstop
Career Connection
Case study analysis and competition wins demonstrate analytical prowess and practical marketing acumen to recruiters, enhancing placement prospects.
Pursue Certifications in Digital Marketing- (Semester 3-5)
Undertake industry-recognized certifications in key digital marketing areas like Google Ads, Google Analytics, Hubspot Inbound Marketing, or Facebook Blueprint. These certifications are highly valued by Indian employers.
Tools & Resources
Google Skillshop, Hubspot Academy, Meta Blueprint
Career Connection
Specialized certifications validate your expertise in high-demand digital marketing skills, significantly boosting your resume for roles in digital agencies and e-commerce companies.
Network and Seek Mentorship- (Semester 3-5)
Attend industry workshops, guest lectures, and alumni meets to build a professional network. Connect with marketing professionals on LinkedIn and seek mentorship opportunities. Understanding industry trends firsthand is invaluable.
Tools & Resources
LinkedIn, MAHE Alumni Network events, Industry conferences
Career Connection
A strong network provides insights, internship leads, and job referrals, which are critical for navigating the Indian job market and finding relevant opportunities.
Advanced Stage
Undertake an Impactful Internship/Live Project- (Semester 6)
Secure an internship with a reputable company in a marketing role (e.g., brand management, digital marketing, market research). Focus on contributing meaningfully to projects and documenting your achievements. A live project in a startup or SME can also provide rich experience.
Tools & Resources
Internshala, Naukri.com (for internships), College Placement Cell
Career Connection
Practical experience through internships is often a prerequisite for full-time roles in India, providing hands-on skills and a strong talking point during placements.
Develop a Personal Brand and Portfolio- (Semester 6)
Create an online portfolio showcasing your marketing projects, case study analyses, certifications, and any content creation work. Actively engage on professional platforms like LinkedIn to share insights and build your personal brand within the marketing community.
Tools & Resources
LinkedIn, WordPress/Wix for portfolio website, Canva for visual content
Career Connection
A strong personal brand and portfolio differentiate you in a competitive job market, demonstrating your initiative and practical skills to potential employers.
Refine Interview and Group Discussion Skills- (Semester 6)
Participate in mock interviews and group discussions organized by the college placement cell. Work on articulation, critical thinking, and structured problem-solving. Stay updated on current affairs and industry news relevant to marketing in India.
Tools & Resources
Placement cell workshops, Online interview practice platforms, Business newspapers/magazines
Career Connection
Mastering interview and GD skills is crucial for converting placement opportunities, directly leading to successful career entry into top Indian companies.
Program Structure and Curriculum
Eligibility:
- Passed 10+2 or equivalent with minimum 45% aggregate marks (English as a compulsory subject) from any recognized Board.
Duration: 3 years (6 semesters)
Credits: 180 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC 1001 | General English I | Core | 4 | Grammar and Usage, Reading Comprehension, Paragraph Writing, Vocabulary Building, Listening Skills |
| BBAC 1002 | Principles of Management | Core | 4 | Management Concepts, Planning and Decision Making, Organizing and Staffing, Directing and Controlling, Managerial Roles |
| BBAC 1003 | Business Economics I | Core | 4 | Nature of Business Economics, Demand and Supply Analysis, Elasticity Concepts, Production Analysis, Cost and Revenue Concepts |
| BBAC 1004 | Financial Accounting | Core | 4 | Accounting Concepts, Journal and Ledger, Trial Balance, Final Accounts, Depreciation Methods |
| BBAC 1005 | Business Mathematics | Core | 4 | Set Theory, Matrices and Determinants, Calculus Fundamentals, Commercial Arithmetic, Linear Programming Introduction |
| BBAC 1006 | Professional Communication I | Core | 4 | Communication Process, Verbal and Non-verbal Communication, Business Correspondence, Presentation Skills, Interpersonal Communication |
| BBAC 1007 | Computer Fundamentals and MS Office | Core | 4 | Computer Hardware, Operating Systems, MS Word, MS Excel, MS PowerPoint |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC 1008 | General English II | Core | 4 | Advanced Grammar, Report Writing, Essay Writing, Critical Reading, Public Speaking |
| BBAC 1009 | Organizational Behaviour | Core | 4 | Foundations of OB, Perception and Learning, Motivation Theories, Group Dynamics, Leadership and Conflict |
| BBAC 1010 | Business Economics II | Core | 4 | Market Structures, Pricing Strategies, Macroeconomic Concepts, National Income, Inflation and Unemployment |
| BBAC 1011 | Cost Accounting | Core | 4 | Cost Concepts, Cost Sheet Preparation, Marginal Costing, Budgetary Control, Standard Costing |
| BBAC 1012 | Business Statistics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency, Measures of Dispersion, Correlation and Regression, Probability Distributions |
| BBAC 1013 | Professional Communication II | Core | 4 | Advanced Report Writing, Negotiation Skills, Interview Techniques, Cross-cultural Communication, Digital Communication |
| BBAC 1014 | E-Commerce | Core | 4 | Introduction to E-commerce, E-commerce Business Models, Online Payment Systems, Digital Marketing, E-commerce Security |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC 2001 | Entrepreneurship Development | Core | 4 | Entrepreneurial Process, Business Idea Generation, Business Plan Creation, Funding for Startups, SME Management in India |
| BBAC 2002 | Marketing Management | Core | 4 | Marketing Concepts, Marketing Environment, Market Segmentation, Product Life Cycle, Pricing, Promotion, Place |
| BBAC 2003 | Human Resource Management | Core | 4 | HRM Functions, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management |
| BBAC 2004 | Financial Management | Core | 4 | Financial Goals, Time Value of Money, Capital Budgeting, Working Capital Management, Capital Structure |
| BBAC 2005 | Business Research Methods | Core | 4 | Research Process, Research Design, Sampling Techniques, Data Collection, Data Analysis and Interpretation |
| BBAC 2006 | Environment & Road Safety | Core | 4 | Environmental Pollution, Sustainable Development, Ecosystems, Road Safety Rules, Traffic Management |
| BBAC 2007 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Negotiable Instruments Act, Company Law Overview |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC 2008 | Operations Management | Core | 4 | Operations Strategy, Process Design, Capacity Planning, Quality Management, Inventory Control |
| BBAC 2009 | Management Information System | Core | 4 | MIS Concepts, Information Systems Types, Database Management, Decision Support Systems, IS Security |
| BBAC 2010 | Corporate Social Responsibility & Business Ethics | Core | 4 | Ethics in Business, CSR Concepts, Stakeholder Management, Ethical Decision Making, Sustainability Initiatives |
| BBAMK 2011 | Consumer Behaviour | Specialization Core - Marketing | 4 | Consumer Decision Process, Individual Influences, Family and Group Influence, Cultural Influences, Consumer Motivation and Perception |
| BBAMK 2012 | Integrated Marketing Communications | Specialization Core - Marketing | 4 | IMC Introduction, Advertising Management, Sales Promotion, Public Relations, Personal Selling |
| BBAMK 2013 | Sales and Distribution Management | Specialization Core - Marketing | 4 | Sales Force Management, Sales Planning, Distribution Channels, Channel Management, Logistics and Warehousing |
| GE XXXX | General Elective I | General Elective | 3 | Choose from a pool of General Electives, Interdisciplinary skills |
| BBAMK 4001 | International Marketing | Discipline Specific Elective - Marketing | 4 | Global Marketing Environment, Market Entry Strategies, Product and Pricing Decisions, International Communication, Global Distribution Channels |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC 3001 | International Business | Core | 4 | Globalization, International Trade Theories, Foreign Direct Investment, International Monetary System, Global Political Economy |
| BBAC 3002 | Operations Research | Core | 4 | Linear Programming, Transportation Problem, Assignment Problem, Queuing Theory, Network Analysis |
| BBAC 3003 | Income Tax | Core | 4 | Basic Concepts of Income Tax, Heads of Income, Deductions, Computation of Taxable Income, Tax Planning |
| BBAMK 3004 | Digital Marketing | Specialization Core - Marketing | 4 | Digital Marketing Landscape, SEO and SEM, Social Media Marketing, Content Marketing, Email Marketing |
| BBAMK 3005 | Services Marketing | Specialization Core - Marketing | 4 | Nature of Services, Service Quality, Service Design, Customer Relationship Management, Marketing Mix for Services |
| BBAMK 3006 | Marketing Analytics | Specialization Core - Marketing | 4 | Marketing Metrics, Data Visualization, Customer Analytics, Campaign Analytics, Predictive Analytics in Marketing |
| GE XXXX | General Elective II | General Elective | 3 | Choose from a pool of General Electives, Enhancing diverse skill sets |
| BBAMK 4002 | Advertising and Media Management | Discipline Specific Elective - Marketing | 4 | Advertising Industry Structure, Media Planning, Creative Strategy, Advertising Effectiveness, Digital Media Advertising |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC 3007 | Business Policy and Strategic Management | Core | 4 | Strategic Management Process, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| BBAC 3008 | Project Management | Core | 4 | Project Life Cycle, Project Planning, Project Scheduling, Risk Management, Project Monitoring and Control |
| BBAMK 3009 | Retail Management | Specialization Core - Marketing | 4 | Retail Formats, Retail Location, Merchandise Management, Store Operations, Retail Analytics |
| BBAMK 3010 | Brand Management | Specialization Core - Marketing | 4 | Brand Equity, Brand Positioning, Brand Extension, Brand Communication, Measuring Brand Performance |
| BBAMK 3011 | Rural Marketing | Specialization Core - Marketing | 4 | Rural Market Environment, Rural Consumer Behaviour, Product and Pricing for Rural Markets, Rural Distribution, Rural Communication Strategies |
| BBAC 3012 | Project Work/Internship | Project | 6 | Applied Research Project, Industry Problem Solving, Data Analysis and Reporting, Presentation Skills, Practical Industry Exposure |
| BBAMK 4003 | Product & Brand Management | Discipline Specific Elective - Marketing | 4 | Product Development Process, Product Life Cycle Management, Brand Identity, Brand Architecture, Brand Revitalization Strategies |
| BBAMK 4004 | Marketing Research | Discipline Specific Elective - Marketing | 4 | Marketing Research Process, Qualitative Research Methods, Quantitative Research Methods, Questionnaire Design, Statistical Analysis for Marketing |