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BBA in Marketing at SRM Institute of Science and Technology
Chengalpattu, Tamil Nadu
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About the Specialization
What is Marketing at SRM Institute of Science and Technology Chengalpattu?
This Marketing specialization program at SRM Institute of Science and Technology focuses on equipping students with essential skills for the dynamic Indian market. It blends theoretical knowledge with practical applications, covering traditional and digital marketing strategies. The program emphasizes market trends, consumer behavior, and brand building, preparing students for diverse roles in India''''s rapidly growing consumer industry. This specialization provides a comprehensive understanding of sales, advertising, and digital engagement techniques relevant to Indian businesses.
Who Should Apply?
This program is ideal for ambitious fresh graduates seeking entry into the vibrant marketing and sales sectors. It also caters to aspiring entrepreneurs who wish to understand market dynamics for their ventures. Students with a keen interest in consumer psychology, brand development, and digital trends, eager to contribute to India''''s brand landscape, will find this specialization particularly rewarding. Prior strong analytical or communication skills are beneficial.
Why Choose This Course?
Graduates of this program can expect to secure roles in advertising, brand management, digital marketing, sales, and market research across India. Entry-level salaries typically range from INR 3.5-6 LPA, growing significantly with experience. Career paths include Brand Executive, Digital Marketing Specialist, Sales Manager, or Marketing Analyst in Indian and multinational corporations. The program aligns with industry demands, fostering skills for certifications in digital marketing and analytics.
Student Success Practices
Foundation Stage
Build Core Business Fundamentals- (Semester 1-2)
Focus on mastering foundational subjects like Business Economics, Financial Accounting, and Principles of Management. Actively participate in class discussions, solve case studies, and utilize online resources like Coursera or NPTEL to strengthen your understanding of basic business concepts.
Tools & Resources
Coursera, NPTEL, Business Standard, Economic Times
Career Connection
A strong grasp of fundamentals is crucial for understanding higher-level marketing strategies and business decision-making, preparing you for initial screening tests and interviews.
Enhance Communication & Digital Literacy- (Semester 1-2)
Dedicate time to improving English communication and computer application skills. Practice presentations, engage in group projects, and explore basic software like MS Office. Learn basic data entry and presentation tools as they are universally required in business roles.
Tools & Resources
Grammarly, Microsoft Office Tutorials, LinkedIn Learning
Career Connection
Effective communication and digital proficiency are non-negotiable for any marketing role, from client interactions to campaign execution, making you a more attractive candidate.
Cultivate Research & Analytical Thinking- (Semester 1-2)
Develop early research skills through assignments in Research Methodology and Business Statistics. Learn to critically analyze data and draw conclusions. Join college clubs focused on analytics or quizzing to hone problem-solving abilities and competitive thinking.
Tools & Resources
Statista (for basic market data), Excel tutorials, Campus analytics clubs
Career Connection
Analytical skills are vital for market research, understanding consumer trends, and measuring campaign effectiveness, paving the way for data-driven marketing roles.
Intermediate Stage
Deep Dive into Marketing Specialization- (Semester 3-5)
Actively choose marketing electives and deeply engage with subjects like Services Marketing, Advertising & Sales Promotion, Consumer Behavior, and Digital Marketing. Seek out real-world case studies and industry projects to apply theoretical knowledge.
Tools & Resources
Google Marketing Platform certifications, HubSpot Academy, Marketing blogs
Career Connection
Specialized knowledge in marketing areas makes you suitable for specific roles like Brand Executive, Digital Marketing Specialist, or Market Research Analyst.
Gain Practical Industry Exposure- (Semester 3-5)
Seek internships during semester breaks, focusing on marketing departments in local businesses or startups. Participate in college marketing events, organize campaigns, and collaborate with NGOs for social marketing initiatives to build a practical portfolio.
Tools & Resources
Internshala, LetsIntern, Local Chamber of Commerce
Career Connection
Internships provide invaluable practical experience, industry contacts, and a stronger resume, significantly boosting your chances for placements post-graduation.
Develop Presentation & Networking Skills- (Semester 3-5)
Take every opportunity to present in class, join Toastmasters International chapters (if available) or similar college clubs to refine public speaking. Attend marketing workshops, seminars, and connect with professionals on LinkedIn to build your network.
Tools & Resources
Toastmasters (if available), LinkedIn, Industry conferences
Career Connection
Strong presentation and networking skills are essential for client management, sales, and career advancement in any marketing leadership role.
Advanced Stage
Undertake Impactful Research Projects- (Semester 6)
Focus your final year project on a relevant marketing challenge, ideally in collaboration with an industry partner. This allows for in-depth application of marketing research and strategic management principles to solve real business problems.
Tools & Resources
Academic research databases, Industry reports, Mentorship from faculty/industry experts
Career Connection
A well-executed project demonstrates your capability to conduct independent research and contribute strategically, setting you apart during job interviews for consulting or analytical roles.
Intensify Placement Preparation & Mock Interviews- (Semester 6)
Actively participate in campus placement training programs. Focus on aptitude tests, group discussions, and multiple rounds of mock interviews. Tailor your resume and cover letters to specific marketing roles and companies you target.
Tools & Resources
Placement cell resources, Online aptitude platforms, Peer groups for mock GD/interviews
Career Connection
Systematic preparation directly increases your chances of securing desirable placements in top marketing firms and corporate organizations across India.
Build a Professional Digital Portfolio- (Semester 6)
Curate a professional online portfolio showcasing your projects, internships, certifications (e.g., Google Ads, Facebook Blueprint), and any marketing campaigns you''''ve been involved in. This serves as a tangible demonstration of your skills.
Tools & Resources
LinkedIn Profile, Personal website/blog (WordPress, Wix), Behance (for creative work)
Career Connection
A strong digital portfolio makes you highly marketable, visually demonstrating your capabilities to potential employers in the competitive marketing landscape.
Program Structure and Curriculum
Eligibility:
- A Pass in 10+2 with a minimum aggregate of 50%
Duration: 3 years (6 semesters)
Credits: 138 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBM22101 | Business Economics | Core | 3 | Introduction to Economics, Demand Analysis, Production and Cost Analysis, Market Structures, Macroeconomics Concepts |
| BBM22102 | Financial Accounting | Core | 4 | Accounting Principles, Journal and Ledger, Trial Balance, Final Accounts, Financial Statement Analysis |
| BBM22103 | Principles of Management | Core | 3 | Management Concepts, Planning, Organizing, Staffing, Directing and Controlling |
| BBM22104 | Business Mathematics | Core | 4 | Matrices and Determinants, Calculus (Differentiation), Calculus (Integration), Commercial Applications of Calculus, Financial Mathematics |
| BBM22105 | English | Ability Enhancement Compulsory Course (AECC) | 3 | Communication Skills, Grammar and Usage, Reading Comprehension, Writing Skills, Presentation Skills |
| BBM22106 | Life Skills | Skill Enhancement Course (SEC) | 2 | Personal Development, Interpersonal Skills, Time Management, Stress Management, Goal Setting |
| BBM22107 | Computer Applications in Business | Core | 4 | MS Office Applications, Data Management, Internet Technologies, E-commerce Fundamentals, Business Software Overview |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBM22201 | Cost and Management Accounting | Core | 4 | Cost Concepts and Classification, Cost Sheet Preparation, Budgetary Control, Standard Costing, Variance Analysis |
| BBM22202 | Organizational Behavior | Core | 3 | Individual Behavior in Organizations, Group Dynamics and Teamwork, Motivation Theories, Leadership Styles, Organizational Culture and Climate |
| BBM22203 | Business Statistics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability Theory, Correlation and Regression Analysis, Hypothesis Testing |
| BBM22204 | Marketing Management | Core | 4 | Marketing Concepts and Philosophies, Marketing Environment, Market Segmentation and Targeting, Product and Brand Decisions, Pricing and Promotion Strategies |
| BBM22205 | Environmental Science | Ability Enhancement Compulsory Course (AECC) | 3 | Ecosystems and Biodiversity, Environmental Pollution, Natural Resources Management, Climate Change, Environmental Protection Acts |
| BBM22206 | Professional Communication | Skill Enhancement Course (SEC) | 2 | Written Business Communication, Oral Communication Skills, Business Correspondence, Report Writing, Public Speaking |
| BBM22207 | Research Methodology | Core | 3 | Research Design, Data Collection Methods, Sampling Techniques, Data Analysis Fundamentals, Report Writing and Presentation |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBM22301 | Human Resource Management | Core | 3 | HR Functions, Recruitment and Selection, Training and Development, Performance Management, Employee Relations |
| BBM22302 | Business Law | Core | 3 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Company Law Essentials, Intellectual Property Rights |
| BBM22303 | Operations Management | Core | 4 | Production Planning and Control, Inventory Management, Quality Management, Supply Chain Management, Project Management Techniques |
| BBM22304 | Financial Management | Core | 4 | Financial Goals and Decisions, Capital Budgeting, Working Capital Management, Cost of Capital, Dividend Policy |
| BBM22305 | Indian Constitution | Ability Enhancement Compulsory Course (AECC) | 3 | Preamble and Basic Structure, Fundamental Rights and Duties, Directive Principles of State Policy, Union and State Government Structure, Constitutional Amendments |
| BBM22306 | Entrepreneurship Development | Skill Enhancement Course (SEC) | 2 | Entrepreneurial Process, Idea Generation and Feasibility, Business Plan Development, Funding and Venture Capital, Legal and Regulatory Framework |
| BBM22307 | Management Information System | Core | 3 | MIS Concepts and Framework, Database Management Systems, Decision Support Systems, E-business and E-commerce, Information Technology Security |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBM22401 | Export & Import Procedures | Core | 3 | International Trade Fundamentals, EXIM Policy of India, Export Documentation, Import Procedures and Customs, Trade Finance and Risk Management |
| BBM22403 | Business Analytics | Core | 3 | Introduction to Data Analysis, Descriptive Analytics, Predictive Analytics Techniques, Business Intelligence Tools, Data Mining Fundamentals |
| BBM22404 | Logistics and Supply Chain Management | Core | 4 | Logistics Concepts, Supply Chain Design and Planning, Transportation Management, Warehousing and Inventory Control, Global Supply Chains |
| BBM22405 | Value Education | Generic Elective (GE) | 3 | Ethical Values in Business, Human Values and Society, Professional Ethics, Social Responsibility, Self-Management and Well-being |
| BBM224E1 | Advertising and Sales Promotion | Elective (Marketing Specialization) | 4 | Advertising Principles and Objectives, Media Planning and Strategy, Sales Promotion Techniques, Public Relations and Publicity, Integrated Marketing Communications |
| BBM224E2 | Services Marketing | Elective (Marketing Specialization) | 4 | Nature and Characteristics of Services, Service Quality Management, Service Design and Delivery, Customer Relationship Management in Services, Service Recovery Strategies |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBM22501 | Management of Global Business | Core | 3 | Globalization and its Impact, International Business Environment, Global Strategic Management, Cross-Cultural Management, International Financial Management |
| BBM22502 | Entrepreneurial Marketing | Core | 3 | Entrepreneurial Marketing Mindset, Market Research for Startups, Branding and Positioning for New Ventures, Digital Marketing for Startups, Sales and Distribution Strategies for Entrepreneurs |
| BBM22503 | Verbal Aptitude | Skill Enhancement Course (SEC) | 2 | Reading Comprehension, Sentence Correction and Completion, Vocabulary Building, Critical Reasoning, Public Speaking and Presentation Skills |
| BBM225E1 | Consumer Behavior | Elective (Marketing Specialization) | 4 | Consumer Decision Making Process, Psychological Influences on Behavior, Socio-cultural Factors, Consumer Research Methods, Ethical and Social Aspects of Consumerism |
| BBM225E2 | Digital Marketing | Elective (Marketing Specialization) | 4 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing Strategy, Email Marketing and Web Analytics |
| BBM225E3 | Retail Management | Elective (Marketing Specialization) | 4 | Retail Formats and Theories, Store Location and Layout, Merchandise Management, Retail Operations and Supply Chain, Customer Service in Retail |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBM22601 | Strategic Management | Core | 3 | Strategic Planning Process, Environmental Analysis (SWOT, PESTEL), Generic Strategies (Porter''''s), Strategy Implementation, Corporate Governance and Ethics |
| BBM22602 | Project | Project | 8 | Problem Identification, Literature Review, Research Methodology, Data Collection and Analysis, Report Writing and Presentation |
| BBM22603 | Internship | Internship | 3 | Practical Industry Exposure, Application of Business Concepts, Professional Skill Development, Networking Opportunities, Internship Report Submission |
| BBM226E1 | Brand Management | Elective (Marketing Specialization) | 4 | Brand Identity and Equity, Brand Positioning and Differentiation, Brand Communication Strategies, Brand Architecture and Extensions, Measuring Brand Performance |
| BBM226E2 | International Marketing | Elective (Marketing Specialization) | 4 | Global Marketing Environment, International Market Entry Strategies, Global Product and Pricing Decisions, International Distribution Channels, Cross-Cultural Marketing |
| BBM226E3 | Marketing Research | Elective (Marketing Specialization) | 4 | Marketing Research Process, Problem Definition and Research Design, Data Collection Methods (Primary/Secondary), Sampling and Data Analysis, Report Preparation and Presentation |
