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BBA-HONS in Marketing at Pandit Deendayal Energy University
Gandhinagar, Gujarat
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About the Specialization
What is Marketing at Pandit Deendayal Energy University Gandhinagar?
This Marketing specialization program at Pandit Deendayal Energy University focuses on equipping students with essential skills for the dynamic Indian market. It emphasizes a blend of traditional and digital marketing strategies, consumer insights, and brand management. The program is designed to create future-ready professionals who can navigate complex business challenges in a rapidly evolving economic landscape, addressing the increasing demand for specialized marketing talent across India.
Who Should Apply?
This program is ideal for aspiring marketing professionals, fresh graduates seeking entry into the marketing domain, and individuals looking to enhance their understanding of consumer behavior and market dynamics. It particularly suits those with a keen interest in brand building, digital engagement, sales, and analytics, providing a strong foundation for diverse career paths in the Indian and global marketing industry. Enthusiastic individuals with strong communication and creative thinking skills will thrive.
Why Choose This Course?
Graduates of this program can expect diverse career paths in roles such as Brand Manager, Marketing Analyst, Digital Marketing Specialist, Sales Manager, and Market Research Executive within Indian companies and MNCs operating in India. Entry-level salaries typically range from INR 3-6 lakhs per annum, with experienced professionals earning significantly more. The program aligns with industry needs, fostering skills crucial for growth trajectories in e-commerce, advertising, and corporate marketing divisions.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus on thoroughly understanding core subjects like Principles of Management, Business Economics, and Financial Accounting. These form the bedrock for advanced marketing concepts. Utilize university resources like the library and academic support centers for clarification.
Tools & Resources
Textbooks, Class Notes, Peer Study Groups, University Library
Career Connection
A strong grasp of business fundamentals is crucial for strategic marketing decisions and understanding the broader business context, making you a more effective and adaptable professional.
Enhance Communication and IT Skills- (Semester 1-2)
Actively participate in business communication classes, group discussions, and presentations. Simultaneously, master essential IT tools like MS Excel for data handling and PowerPoint for impactful presentations. Engage in online courses to supplement your IT knowledge.
Tools & Resources
Toastmasters clubs, Coursera/edX for Excel/PPT courses, LinkedIn Learning
Career Connection
Effective communication and proficiency in business software are non-negotiable skills in any marketing role, crucial for client interactions, team collaboration, and data-driven insights.
Explore Extracurricular and Skill-Building Workshops- (Semester 1-2)
Join clubs related to marketing, entrepreneurship, or debating. Attend workshops on topics like Design Thinking, which are offered as SECs and VACs. This helps in developing soft skills and a holistic perspective beyond academics.
Tools & Resources
PDEU Student Clubs (Marketing Club), University Workshops, Entrepreneurship Cell
Career Connection
Early exposure to diverse skills and networking with peers fosters leadership, creativity, and problem-solving abilities, highly valued in the competitive Indian job market.
Intermediate Stage
Deep Dive into Core Marketing & Research- (Semester 3-5)
Beyond core marketing management, focus on subjects like Marketing Research and Consumer Behavior. Try to apply theoretical concepts to real-world scenarios through mini-projects or case studies. Start reading marketing blogs and industry reports.
Tools & Resources
Market Research journals, Nielsen India reports, Marketing Week, The Economic Times Brand Equity
Career Connection
Understanding consumer psychology and research methodologies is vital for creating targeted and effective marketing campaigns, a key skill for roles in brand management and market analysis.
Gain Practical Industry Exposure- (Semester 3-5)
Seek out short-term internships, even unpaid ones, during breaks to get a feel for how businesses operate. Engage with guest speakers and industry experts. Participate in business quizzes and case competitions to apply your learning practically.
Tools & Resources
Internshala, LinkedIn for internships, PDEU career services, AIMA Young Managers Competition
Career Connection
Practical exposure bridges the gap between classroom learning and industry demands, making you more employable and providing valuable insights for future career choices in India''''s diverse market.
Start Building a Professional Network- (Semester 3-5)
Connect with alumni, faculty, and industry professionals through LinkedIn and university events. Attend industry webinars and conferences. Networking opens doors to mentorship, internships, and future job opportunities.
Tools & Resources
LinkedIn, PDEU Alumni Network, Industry events (e.g., Marketing Conclaves in Ahmedabad/Gandhinagar)
Career Connection
A strong professional network is invaluable for career advancement, offering insights into industry trends and facilitating referrals, especially in the close-knit Indian business ecosystem.
Advanced Stage
Specialize and Master Digital Marketing- (Semester 6)
Focus intensely on your Marketing DSEs, particularly Digital Marketing. Consider taking additional certifications in SEO, SEM, social media marketing, or Google Analytics to gain an edge. Develop a personal portfolio showcasing your digital marketing projects.
Tools & Resources
Google Analytics Academy, HubSpot Academy, SEMrush/Ahrefs (free trials), WordPress/Wix for portfolio
Career Connection
Proficiency in digital marketing is in high demand across Indian industries. Specialized certifications and a practical portfolio significantly boost your chances for roles like Digital Marketing Specialist or Performance Marketer.
Undertake a Significant Internship/Project- (Semester 6)
Secure a substantial summer internship or execute a live industry project that allows you to apply your full range of marketing skills. Focus on delivering measurable results and building a strong recommendation from your mentors.
Tools & Resources
PDEU Placement Cell, industry contacts, project guidance from faculty
Career Connection
A impactful final-year internship or project is often the stepping stone to full-time employment and provides critical experience that recruiters in India look for, validating your practical capabilities.
Prepare for Placements and Career Planning- (Semester 6)
Actively engage with the university''''s placement cell. Refine your resume, practice group discussions, and ace mock interviews. Research target companies and roles. Develop a clear career plan outlining your short-term and long-term professional goals.
Tools & Resources
PDEU Placement Cell, online aptitude test platforms, mock interview resources, Glassdoor, Naukri.com
Career Connection
Thorough placement preparation is key to securing your desired role. A well-defined career plan helps you make informed choices and navigate your professional journey effectively post-graduation in India.
Program Structure and Curriculum
Eligibility:
- Minimum 45% aggregate marks (40% for SC/ST) in 10+2 or equivalent in any stream with English as a compulsory subject from any recognized Board.
Duration: 3 years / 6 semesters
Credits: 150 Credits
Assessment: Internal: As per University Examination Rules, typically 40% for theory courses, External: As per University Examination Rules, typically 60% for theory courses
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA(H)101 | Principles of Management | Core | 4 | Introduction to Management, Planning and Decision Making, Organizing and Staffing, Directing and Leading, Controlling and Coordination, Managerial Ethics |
| BBA(H)102 | Business Economics | Core | 4 | Nature and Scope of Business Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing, Profit Maximization, Macroeconomic Concepts |
| BBA(H)103 | Financial Accounting | Core | 4 | Accounting Principles and Concepts, Journal and Ledger, Trial Balance and Adjustments, Preparation of Financial Statements, Analysis of Financial Statements, Computerized Accounting |
| BBA(H)104 | Business Communication | Core | 4 | Fundamentals of Communication, Verbal and Non-verbal Communication, Written Communication Skills, Business Correspondence, Presentations and Public Speaking, Intercultural Communication |
| BBA(H)105 | Information Technology for Business | Core | 4 | Fundamentals of Computer Systems, Operating Systems, MS Office Applications (Word, Excel, PowerPoint), Internet and Web Technologies, Data Management and Security, E-commerce Concepts |
| BBA(H)106 | Environmental Studies | Ability Enhancement Compulsory Course (AECC) | 2 | Natural Resources and Their Management, Ecosystems and Biodiversity, Environmental Pollution and Control, Climate Change and Global Warming, Environmental Ethics and Laws, Sustainable Development |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA(H)201 | Organizational Behavior | Core | 4 | Introduction to Organizational Behavior, Individual Behavior (Perception, Motivation, Learning), Group Dynamics and Team Building, Leadership and Power, Organizational Culture and Climate, Conflict and Stress Management |
| BBA(H)202 | Cost & Management Accounting | Core | 4 | Introduction to Cost Accounting, Cost Concepts and Classification, Marginal Costing and Break-Even Analysis, Budgetary Control, Standard Costing, Decision Making Techniques |
| BBA(H)203 | Business Statistics | Core | 4 | Introduction to Statistics, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| BBA(H)204 | Business Law | Core | 4 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Companies Act, 2013, Consumer Protection Act, 2019, Cyber Laws |
| BBA(H)205 | Fundamentals of Finance | Core | 4 | Introduction to Financial Management, Sources of Finance, Cost of Capital, Capital Budgeting Decisions, Working Capital Management, Time Value of Money |
| BBA(H)206 | Constitution of India | Value Added Course (VAC) | 2 | Preamble and Basic Features of Constitution, Fundamental Rights and Duties, Directive Principles of State Policy, Union and State Legislature, Judiciary and Local Governance, Constitutional Amendments |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA(H)301 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits |
| BBA(H)302 | Research Methodology | Core | 4 | Introduction to Research, Research Design and Hypothesis, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing |
| BBA(H)303 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment, Market Segmentation, Targeting, Positioning, Product Life Cycle and Branding, Pricing Strategies, Promotion and Distribution Channels |
| BBA(H)304 | Operations Management | Core | 4 | Introduction to Operations Management, Operations Strategy, Product and Process Design, Capacity and Facility Planning, Inventory Management, Quality Management |
| BBA(H)305 | Indian Financial System | Generic Elective (GE) | 4 | Structure of Indian Financial System, Financial Markets (Money & Capital), Financial Instruments, Financial Institutions (Banks, NBFCs), SEBI and RBI Regulations, Recent Trends in Indian Finance |
| BBA(H)306 | Design Thinking | Skill Enhancement Course (SEC) | 2 | Introduction to Design Thinking, Empathize and Define, Ideate and Prototype, Test and Implement, Human-Centered Design, Innovation through Design Thinking |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA(H)401 | Entrepreneurship | Core | 4 | Introduction to Entrepreneurship, Creativity and Innovation, Business Idea Generation, Business Plan Development, Funding for Startups, Legal Aspects of Entrepreneurship |
| BBA(H)402 | International Business | Core | 4 | Nature of International Business, Theories of International Trade, Global Environment (Political, Economic, Cultural), Foreign Exchange Market, Entry Strategies in International Markets, Global Marketing and HR Issues |
| BBA(H)403 | Business Analytics | Core | 4 | Introduction to Business Analytics, Data Collection and Preparation, Descriptive Analytics, Predictive Analytics Models, Prescriptive Analytics, Tools for Business Analytics |
| BBA(H)404 | Enterprise Resource Planning | Core | 4 | Introduction to ERP Systems, ERP Modules (Finance, HR, SCM, CRM), ERP Implementation Strategies, Benefits and Challenges of ERP, ERP Vendors and Market, Case Studies in ERP |
| BBA(H)405 | Digital Marketing | Skill Enhancement Course (SEC) | 2 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing, Email Marketing |
| BBA(H)406 | Creativity and Innovation | Value Added Course (VAC) | 2 | Concepts of Creativity and Innovation, Techniques for Idea Generation, Problem Solving through Creativity, Fostering Innovative Culture, Innovation Management, Case Studies of Innovation |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA(H)501 | Strategic Management | Core | 4 | Nature and Scope of Strategic Management, Environmental Scanning and Analysis, Strategy Formulation (Corporate, Business, Functional), Strategy Implementation, Strategic Control and Evaluation, Emerging Issues in Strategic Management |
| BBA(H)502 | Corporate Governance & Ethics | Core | 4 | Concept of Corporate Governance, Models of Corporate Governance, Role of Board of Directors, Business Ethics and Values, Ethical Decision Making, CSR and Sustainability |
| BBA(H)DSEM1 | Marketing Research | Discipline Specific Elective (Marketing) | 4 | Nature and Scope of Marketing Research, Research Design and Data Sources, Questionnaire Design and Scaling Techniques, Sampling Methods, Data Analysis (Univariate, Bivariate), Report Writing and Presentation |
| BBA(H)DSEM2 | Consumer Behavior | Discipline Specific Elective (Marketing) | 4 | Introduction to Consumer Behavior, Individual Influences on Buying, Group Influences on Buying, Family and Social Class, Consumer Decision Making Process, Organizational Buying Behavior |
| BBA(H)DSEM3 | Integrated Marketing Communication | Discipline Specific Elective (Marketing) | 4 | Introduction to IMC, Advertising Management, Sales Promotion, Public Relations and Publicity, Personal Selling, Direct and Digital Marketing |
| BBA(H)DSEM4 | Sales and Distribution Management | Discipline Specific Elective (Marketing) | 4 | Introduction to Sales Management, Sales Force Management (Recruitment, Training), Sales Territories and Quotas, Channel Management Decisions, Physical Distribution and Logistics, Wholesaling and Retailing |
| BBA(H)503 | Foreign Language / Communication Skills | Generic Elective (GE) | 2 | Basic Grammar and Vocabulary, Conversational Skills, Reading and Writing, Cultural Aspects, Listening Comprehension, Situational Dialogues |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA(H)601 | Project Management | Core | 4 | Introduction to Project Management, Project Life Cycle, Project Planning and Scheduling, Resource Allocation and Budgeting, Project Risk Management, Project Monitoring and Control |
| BBA(H)602 | Innovation & Incubation Management | Core | 4 | Fostering Innovation Culture, Innovation Strategies, Business Incubation Models, Startup Ecosystem, Mentoring and Funding for Startups, Scaling Ventures |
| BBA(H)DSEM5 | Digital Marketing | Discipline Specific Elective (Marketing) | 4 | Advanced SEO and SEM Techniques, Social Media Strategy and Analytics, Content Marketing Strategy, Email Marketing Automation, Mobile Marketing, Web Analytics and Performance Measurement |
| BBA(H)DSEM6 | Retail Management | Discipline Specific Elective (Marketing) | 4 | Introduction to Retailing, Retail Formats and Trends, Retail Location and Store Layout, Merchandise Management, Retail Pricing and Promotion, E-tailing and Omni-channel Retailing |
| BBA(H)DSEM7 | International Marketing | Discipline Specific Elective (Marketing) | 4 | Global Marketing Environment, International Market Entry Strategies, International Product and Branding Decisions, Global Pricing Strategies, International Distribution Channels, Global Promotion Strategies |
| BBA(H)DSEM8 | Services Marketing | Discipline Specific Elective (Marketing) | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Delivery, Managing People in Services, Pricing and Promotion of Services |
| BBA(H)603 | Universal Human Values | Value Added Course (VAC) | 2 | Understanding Human Values, Harmony in the Individual, Harmony in the Family and Society, Harmony in Nature, Professional Ethics, Holistic Living |
| BBA(H)606 | Summer Internship / Project | Project | 4 | Industry Exposure, Application of Theoretical Knowledge, Problem Identification and Solving, Data Collection and Analysis, Report Writing, Presentation Skills |
