BBA in Marketing Management at Manipal Academy of Higher Education
Udupi, Karnataka
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About the Specialization
What is Marketing Management at Manipal Academy of Higher Education Udupi?
This Marketing Management specialization at Manipal Academy of Higher Education focuses on equipping students with a comprehensive understanding of market dynamics, consumer behavior, and strategic branding essential for success in the competitive Indian business landscape. The program emphasizes both traditional and digital marketing techniques, preparing graduates for diverse roles across various industries. It is designed to develop critical thinking and practical skills in identifying market opportunities and crafting effective marketing campaigns.
Who Should Apply?
This program is ideal for fresh graduates from any stream who possess a keen interest in understanding market trends and consumer psychology. It also caters to aspiring entrepreneurs looking to build and market their ventures effectively, as well as young professionals seeking to upskill or transition into marketing-specific roles in India''''s fast-growing consumer markets. Students with strong communication and analytical abilities will find this specialization particularly rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue dynamic career paths in brand management, digital marketing, sales, advertising, and market research across India. Entry-level salaries typically range from INR 3-6 lakhs per annum, with significant growth potential up to INR 10-15 lakhs or more for experienced professionals in leading Indian and multinational companies. The program aligns with industry demand for skilled marketing professionals, opening doors to roles like Marketing Executive, Brand Manager, Digital Marketing Specialist, and Sales Manager.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Focus on building a strong foundation in subjects like Financial Accounting, Economics, and Statistics. Utilize library resources, online tutorials like NPTEL for conceptual clarity, and participate in peer study groups to clarify doubts. This solid base is crucial for understanding later advanced business concepts.
Tools & Resources
MAHE Central Library, NPTEL Business Courses, Peer Study Groups
Career Connection
A strong grasp of fundamentals prepares students for entrance exams for higher studies or for basic analytical roles in finance and operations, which are often prerequisites for marketing roles.
Enhance Communication & Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and debates within Business Communication and other courses. Seek constructive feedback from faculty and peers. Join public speaking clubs or college debate teams to refine articulation and confidence, critical for client-facing marketing roles.
Tools & Resources
Toastmasters International (if available locally), College Debate Club, Presentation software (PowerPoint, Google Slides)
Career Connection
Exceptional communication skills are non-negotiable in marketing, vital for pitching ideas, client interactions, and sales, directly impacting placement success.
Explore Business Case Studies & Current Affairs- (Semester 1-2)
Read business newspapers (e.g., Economic Times, Business Standard) and magazines regularly. Engage with business case studies, even basic ones, to understand real-world applications of theoretical concepts. Discuss current business events with faculty and peers to develop a broader perspective.
Tools & Resources
Economic Times, Business Standard, Harvard Business Review (student access), LiveMint
Career Connection
Awareness of current economic and business scenarios is crucial for understanding market dynamics, a key skill for any aspiring marketing professional and essential for interview readiness.
Intermediate Stage
Undertake Marketing-Specific Certifications & Workshops- (Semester 3-5)
Beyond classroom learning, complete industry-recognized certifications in areas like Digital Marketing Fundamentals, Social Media Marketing, or Google Analytics. Attend workshops and seminars organized by MAHE or external industry bodies to gain practical insights and network with professionals.
Tools & Resources
Google Digital Garage, HubSpot Academy, Seminars/Workshops by NASSCOM, FICCI (student chapters)
Career Connection
These certifications make your resume stand out for marketing roles, demonstrating proactive learning and specialized skills highly valued by Indian employers in the digital era.
Engage in Live Marketing Projects or Internships- (Semester 3-5)
Seek opportunities for short-term internships, live projects with local businesses, or student-led marketing campaigns within college events. Apply theoretical knowledge from subjects like Marketing Management, Marketing Research, and Consumer Behavior in real-world scenarios. Document learning and outcomes.
Tools & Resources
College placement cell, LinkedIn, Internshala, Local SMEs
Career Connection
Practical experience is invaluable for placements, demonstrating application of knowledge and problem-solving skills in a professional setting, crucial for marketing roles.
Develop Data Analytical Skills for Marketing- (Semester 3-5)
Start learning tools like Microsoft Excel for data analysis and basic visualization. Understand how to interpret market research data and consumer insights. Familiarize yourself with introductory statistical software or platforms. This forms the bedrock for data-driven marketing decisions.
Tools & Resources
Microsoft Excel, Google Sheets, Introduction to R/Python (online courses)
Career Connection
Data analytics is increasingly critical in modern marketing. Proficiency in these tools opens doors to roles in market research, digital marketing analytics, and business intelligence, commanding higher salaries.
Advanced Stage
Build a Professional Portfolio & Online Presence- (Semester 6)
Compile all your marketing projects, certifications, internships, and relevant coursework into a professional portfolio. Create a strong LinkedIn profile, highlighting your skills and experiences. Actively network with industry professionals, alumni, and potential employers.
Tools & Resources
LinkedIn, Personal website/blog (optional), Professional resume/portfolio tools
Career Connection
A well-curated portfolio and strong online presence significantly enhance visibility to recruiters and directly impacts placement offers for specialized marketing roles.
Intensive Placement Preparation & Mock Interviews- (Semester 6)
Engage in rigorous placement preparation, focusing on aptitude tests, group discussions, and mock interviews tailored for marketing roles. Research target companies and practice answering common marketing-specific interview questions. Seek guidance from career services and seniors.
Tools & Resources
MAHE Career Development Centre, Online aptitude platforms, Interview preparation guides
Career Connection
Thorough preparation directly translates into higher chances of securing desirable placements in top marketing companies and roles.
Specialize and Execute a Capstone Marketing Project- (Semester 6)
Undertake a significant capstone project or internship in your area of marketing interest (e.g., brand strategy, digital campaign, sales optimization). This allows for in-depth application of all learned concepts and demonstrates advanced problem-solving capabilities, crucial for leadership roles.
Tools & Resources
Industry mentors, Project management tools, Access to company data (under NDA)
Career Connection
A successful capstone project showcasing specialized skills and practical outcomes is a powerful differentiator for securing advanced roles and even launching entrepreneurial ventures in the Indian market.
Program Structure and Curriculum
Eligibility:
- Pass in 10+2 or equivalent (A Level, IB, HSC, VSC, etc.) from a recognized Board / University / Council or pass in two year Pre-University examination or Certificate program equivalent to 10+2 examination from a recognized Board / University / Council with not less than 45% aggregate marks / equivalent grades in the qualifying examination. In other words, a candidate who has passed the 10+2 or equivalent examination with a minimum of 45% aggregate marks is eligible.
Duration: 6 semesters / 3 years
Credits: 138 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC101 | Fundamentals of Management | Core | 4 | Introduction to Management, Planning, Organizing, Staffing, Directing and Controlling |
| BBAC102 | Business Communication | Core | 4 | Basics of Communication, Verbal Communication, Non-Verbal Communication, Written Communication, Business Etiquette |
| BBAC103 | Business Statistics | Core | 4 | Introduction to Statistics, Measures of Central Tendency, Measures of Dispersion, Correlation and Regression, Probability |
| BBAC104 | Financial Accounting | Core | 4 | Accounting Concepts, Journal and Ledger, Trial Balance, Final Accounts, Depreciation |
| BBAC105 | Micro Economics | Core | 4 | Introduction to Economics, Demand and Supply Analysis, Consumer Behavior, Production and Cost Analysis, Market Structures |
| BBAC106 | Indian Constitution | Ability Enhancement Compulsory Course | 2 | Historical Background, Fundamental Rights, Directive Principles, Union and State Government, Constitutional Amendments |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC201 | Organizational Behaviour | Core | 4 | Introduction to OB, Perception and Learning, Motivation, Leadership, Group Dynamics |
| BBAC202 | Business Mathematics | Core | 4 | Matrices and Determinants, Differential Calculus, Integral Calculus, Linear Programming, Financial Mathematics |
| BBAC203 | Cost and Management Accounting | Core | 4 | Introduction to Cost Accounting, Cost Sheet, Marginal Costing, Budgetary Control, Standard Costing |
| BBAC204 | Macro Economics | Core | 4 | National Income, Money and Banking, Inflation and Unemployment, Business Cycles, Fiscal and Monetary Policies |
| BBAC205 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer Behavior, Marketing Mix, Segmentation, Targeting, Positioning |
| BBAC206 | Environmental Studies | Ability Enhancement Compulsory Course | 2 | Ecosystems, Biodiversity, Environmental Pollution, Global Environmental Issues, Environmental Ethics |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC301 | Human Resource Management | Core | 4 | HRM Introduction, HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal |
| BBAC302 | Principles of Marketing Research | Core | 4 | Introduction to Marketing Research, Research Design, Data Collection Methods, Sampling, Data Analysis and Interpretation |
| BBAC303 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Company Law, Consumer Protection Act |
| BBAC304 | Research Methodology | Core | 4 | Introduction to Research, Research Design, Data Collection, Sampling Techniques, Report Writing |
| BBAC305 | Operations Management | Core | 4 | Introduction to Operations, Facility Location and Layout, Production Planning, Inventory Management, Quality Management |
| BBAC306 | Digital Marketing Fundamentals | Skill Enhancement Course | 2 | Introduction to Digital Marketing, SEO Basics, Social Media Marketing, Email Marketing, Content Marketing |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC401 | Business Ethics and Corporate Social Responsibility | Core | 4 | Ethical Theories, Business Ethics Issues, Corporate Governance, CSR Models, Sustainability |
| BBAC402 | Financial Management | Core | 4 | Introduction to Financial Management, Capital Budgeting, Working Capital Management, Sources of Finance, Dividend Policy |
| BBAC403 | Retail Management | Discipline Specific Elective (Marketing Management) | 4 | Introduction to Retailing, Retail Formats, Store Management, Retail Merchandising, Retail Analytics |
| BBAC404 | Consumer Behavior | Discipline Specific Elective (Marketing Management) | 4 | Consumer Decision Process, Cultural Influences, Social Influences, Psychological Factors, Consumer Learning |
| BBAC405 | Supply Chain Management | Core | 4 | SCM Introduction, Logistics Management, Inventory Management, Supplier Relationship Management, Global Supply Chains |
| BBAC406 | Entrepreneurship Development | Skill Enhancement Course | 2 | Concept of Entrepreneurship, Opportunity Identification, Business Plan Creation, Sources of Finance, Legal Aspects of Business |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC501 | International Business | Core | 4 | Globalization, Theories of International Trade, Foreign Exchange Market, International Marketing, Global Business Environment |
| BBAC502 | Advertising and Sales Promotion | Discipline Specific Elective (Marketing Management) | 4 | Introduction to Advertising, Media Planning, Creative Strategy, Sales Promotion Techniques, Public Relations |
| BBAC503 | Product and Brand Management | Discipline Specific Elective (Marketing Management) | 4 | Product Life Cycle, New Product Development, Branding Strategies, Brand Equity, Brand Positioning |
| BBAC504 | Services Marketing | Discipline Specific Elective (Marketing Management) | 4 | Nature of Services, Service Quality, Service Design, Service Recovery, Relationship Marketing |
| BBAC505 | Management Information Systems | Core | 4 | MIS Concepts, Information Systems for Business, Databases, E-commerce, IT Security |
| BBAC506 | Project Work | Generic Elective | 2 | Problem Identification, Literature Review, Methodology, Data Analysis, Report Writing |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBAC601 | Strategic Management | Core | 4 | Strategic Analysis, Strategy Formulation, Strategy Implementation, Strategic Control, Competitive Advantage |
| BBAC602 | Rural Marketing | Discipline Specific Elective (Marketing Management) | 4 | Rural Market Environment, Rural Consumer Behavior, Product and Pricing Strategies for Rural Markets, Distribution in Rural India, Promotion in Rural Areas |
| BBAC603 | Digital Marketing Analytics | Discipline Specific Elective (Marketing Management) | 4 | Web Analytics, Social Media Analytics, Campaign Performance Measurement, Google Analytics, Marketing Dashboards |
| BBAC604 | Sales and Distribution Management | Discipline Specific Elective (Marketing Management) | 4 | Sales Force Management, Sales Planning, Channel Management, Logistics in Distribution, Retailer Management |
| BBAC605 | Internship / Industrial Project | Skill Enhancement Course | 6 | Industry Exposure, Practical Application of Concepts, Problem Solving, Report Writing, Presentation Skills |