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BBA-HONS in Marketing at O.P. Jindal Global University
Sonipat, Haryana
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About the Specialization
What is Marketing at O.P. Jindal Global University Sonipat?
This Marketing specialization program at O.P. Jindal Global University focuses on equipping students with a comprehensive understanding of market dynamics, consumer behavior, and strategic branding in the rapidly evolving Indian business landscape. The curriculum is designed to integrate traditional marketing principles with modern digital strategies, preparing students for diverse roles in India''''s competitive consumer markets. It emphasizes analytical skills and practical application relevant to Indian industry demands.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the dynamic field of marketing, aspiring entrepreneurs wanting to launch and grow their ventures, and individuals passionate about understanding consumer psychology and market trends. It suits those interested in careers in advertising, brand management, digital marketing, market research, and sales, with a prerequisite for a strong analytical aptitude and communication skills.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths such as Brand Manager, Digital Marketing Specialist, Marketing Analyst, Sales Manager, or Marketing Consultant. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning INR 10-25 LPA or more, depending on the sector and company. The program aligns with industry demands for professionals adept at navigating India''''s unique market challenges and opportunities.
Student Success Practices
Foundation Stage
Master Business Fundamentals with a Marketing Lens- (Semester 1-2)
Actively engage with core subjects like Principles of Management, Microeconomics, and Business Communication. Focus on understanding how these foundational concepts relate to market operations, consumer decision-making, and organizational strategies in an Indian context. Participate in case study competitions that involve basic market analysis.
Tools & Resources
Harvard Business Review cases, Local business news (e.g., Livemint, Economic Times), Introductory marketing books, JGU library resources
Career Connection
Strong fundamentals build a solid base for advanced marketing studies and analytical roles, improving performance in early internship interviews and academic projects.
Develop Strong Data Interpretation & Communication Skills- (Semester 1-2)
Excel in Business Computing & Data Analytics and Business Statistics. Practice using tools like MS Excel for data visualization and basic statistical analysis relevant to market data. Join debate clubs or presentation workshops to refine persuasive communication, crucial for marketing roles.
Tools & Resources
Microsoft Excel tutorials, Online data analytics courses (e.g., Coursera, Udemy), Toastmasters International clubs
Career Connection
Essential for market research, analytics, and conveying marketing strategies effectively to stakeholders in Indian companies.
Initiate Networking and Industry Awareness- (Semester 1-2)
Attend introductory webinars, workshops, and guest lectures organized by the university or business school, especially those featuring Indian marketing professionals. Start following prominent Indian marketing leaders and companies on LinkedIn to understand industry trends and career paths.
Tools & Resources
LinkedIn, JGU career services events, Industry newsletters (e.g., Afaqs!, Brand Equity)
Career Connection
Early exposure helps in identifying areas of interest within marketing and building initial professional connections for future internships and mentorships.
Intermediate Stage
Engage in Practical Marketing Projects & Certifications- (Semester 3-5)
Apply theoretical knowledge from Marketing Management, Consumer Behaviour, and Digital Marketing to real-world projects, whether academic or extracurricular. Pursue industry-recognized certifications in Google Ads, Google Analytics, HubSpot Inbound Marketing, or Facebook Blueprint to enhance practical skills.
Tools & Resources
Google Skillshop, HubSpot Academy, SEMrush Academy, Local startup incubators for project opportunities
Career Connection
Demonstrates practical skills to potential employers, crucial for securing specialized marketing roles in Indian companies and agencies.
Seek Meaningful Internships & Mentorship- (Semester 4-5)
Actively seek out and complete a marketing internship with an Indian company or a multinational operating in India. Focus on gaining experience in specific marketing functions. Identify and connect with faculty members or industry mentors who can guide your specialization journey.
Tools & Resources
JGU career services, Internshala, LinkedIn, Alumni network
Career Connection
Hands-on experience is invaluable for understanding the Indian market, building a professional portfolio, and often leads to pre-placement offers.
Participate in Marketing Competitions & Workshops- (Semester 3-5)
Join inter-college marketing case competitions, brand wars, or ideation challenges to sharpen strategic thinking and presentation skills. Attend specialized workshops on topics like market research methodologies, content creation, or sales strategies to deepen your knowledge.
Tools & Resources
College societies, Online competition platforms (e.g., Unstop), Industry associations like IAA (Indian Advertising Association)
Career Connection
Builds critical thinking, teamwork, and problem-solving skills, highly valued by Indian employers, and provides networking opportunities.
Advanced Stage
Specialize through Advanced Electives & Research- (Semester 6)
Choose Marketing Electives that align with your specific career interests (e.g., Brand Management, Digital Marketing). Undertake a capstone project or a detailed research paper focusing on an emerging trend or challenge in the Indian marketing landscape, demonstrating expertise.
Tools & Resources
Academic databases, Industry reports (e.g., FICCI, KPMG India reports), Advanced marketing textbooks
Career Connection
Deep specialization makes you a more attractive candidate for niche roles and showcases your ability to contribute to strategic marketing initiatives.
Intensive Placement Preparation & Personal Branding- (Semester 6)
Engage fully with the university''''s placement cell for mock interviews, resume building, and group discussion practice, tailored to Indian companies. Develop a strong personal brand online, showcasing your marketing projects, certifications, and insights on platforms like LinkedIn.
Tools & Resources
JGU placement cell, LinkedIn profiles, Personal website/portfolio
Career Connection
Maximizes your chances of securing desirable placements with top marketing firms and brands in India.
Cultivate Leadership & Ethical Marketing Practices- (Semester 6 and beyond)
Take on leadership roles in student clubs or project teams, demonstrating initiative and problem-solving. Develop a strong understanding of ethical considerations and corporate social responsibility in marketing, particularly relevant to the Indian consumer context.
Tools & Resources
Leadership workshops, Discussions on marketing ethics, Industry best practices guides
Career Connection
Positions you for leadership roles and demonstrates integrity, highly valued by responsible organizations.
Program Structure and Curriculum
Eligibility:
- Class XII with 60% aggregate marks or equivalent grade. Valid score in JSAT/SAT/ACT.
Duration: 3 years / 6 semesters
Credits: 144 Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 101 | Principles of Management | Core | 5 | Introduction to Management, Planning and Decision Making, Organizing and Staffing, Leading and Motivation, Controlling Functions |
| BBA 102 | Business Mathematics | Core | 5 | Algebraic Methods, Calculus for Business, Matrices and Determinants, Financial Mathematics, Optimization Techniques |
| BBA 103 | Business Communication | Core | 5 | Written Communication, Oral Presentation Skills, Interpersonal Communication, Business Correspondence, Cross-Cultural Communication |
| BBA 104 | Business Computing & Data Analytics | Core | 5 | Introduction to Computing, Data Management Tools, Spreadsheet Applications, Data Visualization Basics, Business Intelligence Fundamentals |
| BBA 105 | Microeconomics | Core | 5 | Demand and Supply Analysis, Consumer Behavior Theories, Production and Cost Analysis, Market Structures, Factor Markets |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 201 | Financial Accounting | Core | 5 | Accounting Principles and Standards, Journal and Ledger, Trial Balance and Financial Statements, Cash Flow Statement, Financial Statement Analysis |
| BBA 202 | Organizational Behaviour | Core | 5 | Individual Behavior in Organizations, Group Dynamics and Teamwork, Motivation and Leadership, Organizational Culture, Conflict and Negotiation |
| BBA 203 | Macroeconomics | Core | 5 | National Income Accounting, Aggregate Demand and Supply, Inflation and Unemployment, Fiscal Policy, Monetary Policy |
| BBA 204 | Business Statistics | Core | 5 | Descriptive Statistics, Probability Theory, Sampling and Estimation, Hypothesis Testing, Regression Analysis |
| BBA 205 | Legal Aspects of Business | Core | 5 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Company Law Essentials, Intellectual Property Rights |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 301 | Marketing Management | Core | 5 | Marketing Concepts and Environment, Market Segmentation and Targeting, Product Life Cycle and Strategies, Pricing Strategies, Promotion and Distribution Channels |
| BBA 302 | Human Resource Management | Core | 5 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits |
| BBA 303 | Operations Management | Core | 5 | Operations Strategy and Productivity, Process Design and Layout, Quality Management, Inventory Management, Supply Chain Fundamentals |
| BBA 304 | Business Research Methods | Core | 5 | Research Design and Process, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Ethics |
| BBA 305 | Indian Legal & Political Economy | Core | 4 | Indian Constitution Overview, Economic Reforms in India, Political Institutions and Policy, Business Environment in India, Role of Government in Economy |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 401 | Financial Management | Core | 5 | Time Value of Money, Capital Budgeting, Working Capital Management, Cost of Capital, Leverage Analysis |
| BBA 402 | International Business | Core | 5 | Globalization and Trade Theories, Foreign Exchange Markets, International Marketing Strategies, Global Political and Legal Environment, International Finance |
| BBA 403 | Strategic Management | Core | 5 | Strategic Analysis, Strategy Formulation, Strategy Implementation, Competitive Advantage, Corporate Governance and Ethics |
| BBA 404 | Entrepreneurship and Venture Creation | Core | 5 | Entrepreneurial Process, Opportunity Identification, Business Plan Development, Funding and Venture Capital, Start-up Management |
| BBA GE1 | General Elective 1 (Non-Business) | Elective | 5 |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 501 | Business Ethics and Corporate Governance | Core | 5 | Ethical Theories in Business, Corporate Social Responsibility, Stakeholder Management, Governance Codes and Practices, Ethical Decision Making |
| BBA 502 | Supply Chain Management | Core | 5 | Supply Chain Strategy, Logistics and Transportation, Inventory Management, Procurement and Sourcing, Global Supply Chains |
| BBA GE2 | General Elective 2 (Non-Business) | Elective | 5 | |
| BBA 601 | Consumer Behaviour | Elective (Marketing Pool - Choice) | 5 | Consumer Decision Making Process, Psychological Influences, Sociocultural Influences, Consumer Research, Post-Purchase Behavior |
| BBA 602 | Marketing Research | Elective (Marketing Pool - Choice) | 5 | Research Design, Data Collection Methods, Sampling Techniques, Qualitative and Quantitative Research, Data Analysis and Interpretation |
| BBA 603 | Digital Marketing | Elective (Marketing Pool - Choice) | 5 | SEO and SEM Strategies, Social Media Marketing, Content Marketing, Email Marketing, Digital Analytics and Metrics |
| BBA 604 | Sales & Distribution Management | Elective (Marketing Pool - Choice) | 5 | Sales Force Management, Personal Selling and Sales Process, Channel Design and Structure, Channel Management, Logistics and Retailing |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA INT | Internship/Project | Project | 4 | Practical Industry Exposure, Project Planning and Execution, Report Writing, Presentation Skills, Application of Business Concepts |
| BBA 605 | Services Marketing | Elective (Marketing Pool - Choice) | 5 | Nature of Services, Service Quality and Design, Pricing and Promotion of Services, Customer Relationship Management, Service Encounters |
| BBA 606 | Brand Management | Elective (Marketing Pool - Choice) | 5 | Brand Identity and Image, Brand Equity and Valuation, Brand Positioning and Differentiation, Brand Communication Strategies, Brand Extensions and Revitalization |
| BBA 607 | International Marketing | Elective (Marketing Pool - Choice) | 5 | Global Marketing Environment, Market Entry Strategies, Product Adaptation for Global Markets, International Pricing and Distribution, Global Promotion Strategies |
| BBA 608 | Rural Marketing | Elective (Marketing Pool - Choice) | 5 | Characteristics of Rural Markets, Rural Consumer Behavior, Product Strategies for Rural Areas, Distribution Channels in Rural India, Rural Communication Strategies |
| BBA 609 | Advertising and Integrated Marketing Communication | Elective (Marketing Pool - Choice) | 5 | Advertising Principles, Media Planning and Strategy, Creative Strategy Development, Sales Promotion Techniques, Public Relations and Direct Marketing |
