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M-COM in Marketing at St. Joseph's Commerce College
Dharwad, Karnataka
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About the Specialization
What is Marketing at St. Joseph's Commerce College Dharwad?
This M.Com Marketing program at St. Joseph''''s Commerce College, affiliated with Karnataka University, Dharwad, focuses on equipping students with advanced knowledge and practical skills essential for the dynamic marketing landscape in India. It delves into strategic marketing concepts, consumer insights, brand management, and digital marketing trends, crucial for thriving in a competitive market. The program emphasizes both theoretical foundations and real-world application, preparing graduates for diverse roles across various industries and contributing to India''''s growing market needs.
Who Should Apply?
This program is ideal for commerce graduates (B.Com, BBA, BBM) seeking to deepen their expertise in marketing. It caters to fresh graduates aspiring for entry-level managerial positions in marketing departments, advertising agencies, or market research firms. Additionally, working professionals looking to upskill in specialized marketing domains or transition into marketing leadership roles will find the advanced curriculum beneficial, enhancing their strategic decision-making capabilities relevant to the Indian business environment.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding career paths such as Marketing Manager, Brand Manager, Market Research Analyst, Digital Marketing Specialist, or Sales Manager within India. Entry-level salaries typically range from INR 3-5 LPA, growing significantly with experience to INR 8-15+ LPA for mid-senior roles in Indian companies. The program also prepares students for further academic pursuits or professional certifications in digital marketing, analytics, and brand strategy, aligning with industry demands and fostering career growth.
Student Success Practices
Foundation Stage
Master Core Business Concepts- (Semester 1-2)
Focus on building a strong foundation in management accounting, statistics, economics, and organizational behavior. Attend all lectures, actively participate in discussions, and solve practical problems using real-world case studies to consolidate understanding.
Tools & Resources
Textbooks, KUD e-learning resources, Academic journals, Online courses on NPTEL or Swayam for foundational topics
Career Connection
A strong grasp of core business principles is fundamental for strategic marketing decisions, enabling a holistic view of business operations and effective cross-functional collaboration.
Develop Analytical and Research Skills- (Semester 1-2)
Pay special attention to Advanced Business Statistics and Research Methodology. Practice data interpretation, statistical analysis using tools like Excel, and understand different research designs. Start reading business news and market reports to contextualize learning.
Tools & Resources
Microsoft Excel, SPSS (basic usage), Statista for market data, Economic Times, Business Standard
Career Connection
Essential for market research, consumer insights, and data-driven marketing strategy, highly valued by recruiters for informed decision-making.
Cultivate Professional Communication and Ethics- (Semester 1-2)
Engage in class presentations, group projects, and debates to enhance communication skills. Actively participate in discussions on Business Ethics and Corporate Governance to develop a strong ethical framework crucial for responsible marketing practices.
Tools & Resources
Toastmasters clubs (if available), College communication workshops, LinkedIn Learning courses on presentation skills, Ethical case studies
Career Connection
Effective communication and ethical conduct are non-negotiable for leadership roles and building trust in the corporate world, crucial for a marketer''''s reputation.
Intermediate Stage
Deep Dive into Marketing Specializations- (Semester 3)
Focus intensively on Consumer Behaviour and Product and Brand Management. Analyze successful Indian and global brands, study consumer psychology, and participate in marketing simulations or case competitions to apply theoretical knowledge.
Tools & Resources
Harvard Business Review case studies, Consumer behavior research papers, Marketing blogs and branding websites, Tools like Canva for creative briefs
Career Connection
Directly builds expertise required for roles in brand management, product development, and advertising, boosting specialization credentials for focused career paths.
Gain Practical Industry Exposure- (Semester 3)
Actively seek short-term internships, live projects, or volunteer for marketing-related college events. Networking with industry professionals through college alumni events or local business forums can provide valuable insights and mentorship.
Tools & Resources
College placement cell, LinkedIn for professional networking, Local industry associations (e.g., Chamber of Commerce), College alumni network
Career Connection
Practical experience significantly enhances your resume, provides networking opportunities, and often leads to pre-placement offers, accelerating career entry.
Build Digital Marketing Competencies- (Semester 3)
Proactively learn foundational digital marketing skills. Explore certifications in Google Ads, Google Analytics, social media marketing, and content marketing to complement the traditional marketing curriculum and stay current with industry demands.
Tools & Resources
Google Digital Garage, HubSpot Academy, Coursera/Udemy courses, Marketing automation platforms like Mailchimp (free tiers)
Career Connection
Digital skills are indispensable in today''''s marketing landscape, making graduates more versatile and employable in India''''s booming digital economy, opening up new job avenues.
Advanced Stage
Excel in Research Project/Internship- (Semester 4)
Dedicate significant effort to the Research Project or Internship. Choose a topic aligned with your career aspirations in marketing, conduct thorough research or deliver tangible results during your internship, and present findings professionally.
Tools & Resources
Academic databases (JSTOR, EBSCO), Statistical software (R, Python for data analysis if applicable), Project management tools, Internship mentors for guidance
Career Connection
A high-quality project or successful internship can be a strong portfolio piece, demonstrating practical skills and problem-solving abilities to potential employers, leading to better placements.
Prepare for Placements and Interviews- (Semester 4)
Begin rigorous placement preparation, including resume building, mock interviews, group discussion practices, and aptitude test preparation. Tailor your application materials to specific marketing roles and companies. Utilize the college''''s placement cell resources extensively.
Tools & Resources
College placement cell workshops, Online aptitude platforms (e.g., Indiabix), LinkedIn profile optimization guides, Interview preparation guides and mock interview sessions
Career Connection
Directly impacts securing desirable placements in top marketing firms, consultancies, or FMCG companies, converting academic success into career opportunities.
Continuously Upskill with Industry Trends- (Semester 4 and beyond)
Stay updated with the latest marketing trends, technologies (AI in marketing, metaverse marketing), and consumer shifts. Read industry reports, follow thought leaders on LinkedIn, and consider attending webinars or workshops on emerging topics.
Tools & Resources
Marketing Week, Adweek, Forrester/Gartner reports (summaries), Marketing podcasts and industry newsletters, Online certifications in advanced marketing tools
Career Connection
Demonstrates proactiveness and adaptability, making you a future-ready professional capable of navigating the rapidly evolving marketing environment and ensuring long-term career relevance.
Program Structure and Curriculum
Eligibility:
- Candidates must have passed any degree examination of Karnataka University, Dharwad, or any other University considered equivalent, with Commerce subjects securing not less than 45% marks in aggregate (40% for SC/ST/CAT-I).
Duration: 2 years (4 semesters)
Credits: 74 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CP 1.1 | Business Ethics and Corporate Governance | Core | 4 | Business Ethics, Ethical Theories, Corporate Governance Principles, Corporate Social Responsibility, Indian Corporate Governance Landscape, Whistle-blowing and Ethical Decision Making |
| CP 1.2 | Advanced Management Accounting | Core | 4 | Management Accounting Basics, Budgetary Control, Standard Costing, Marginal Costing for Decision Making, Responsibility Accounting, Strategic Management Accounting |
| CP 1.3 | Advanced Business Statistics | Core | 4 | Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis, Time Series Analysis, Index Numbers and their Applications |
| CP 1.4 | Organisational Behaviour & Human Resource Management | Core | 4 | Organizational Behaviour Foundations, Personality, Perception and Attitudes, Motivation Theories, Group Dynamics and Team Building, Leadership Styles and Effectiveness, Human Resource Planning and Recruitment |
| SEC 1.5 | E-Commerce | Skill Enhancement Course | 2 | E-Commerce Fundamentals, E-Business Models, Electronic Payment Systems, E-Security and Privacy, M-Commerce and Mobile Applications, Legal and Ethical Aspects of E-Commerce |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CP 2.1 | Income Tax Planning and Management | Core | 4 | Basics of Income Tax Act, Heads of Income, Deductions from Gross Total Income, Assessment of Individuals, Tax Planning Strategies, Goods and Services Tax (GST) Overview |
| CP 2.2 | Marketing Management | Core | 4 | Marketing Concepts and Philosophies, Marketing Environment Analysis, Market Segmentation, Targeting, Positioning, Product Decisions and Strategies, Pricing Strategies and Methods, Promotion and Distribution Channels |
| CP 2.3 | Economics for Business Decisions | Core | 4 | Managerial Economics Scope, Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Pricing Practices, Macroeconomic Environment for Business, Business Cycles and Economic Policies |
| CP 2.4 | Research Methodology | Core | 4 | Research Process and Types, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Ethics in Research |
| SEC 2.5 | Banking and Insurance Services | Skill Enhancement Course | 2 | Indian Banking System, Types of Banks, Credit Instruments and Digital Banking, Insurance Principles and Types, Life Insurance Products, General Insurance and IRDA Regulations |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CP 3.1 | Financial Management | Core | 4 | Financial Goals and Capital Structure, Capital Budgeting Decisions, Cost of Capital, Working Capital Management, Dividend Policy Decisions, Financial Planning and Analysis |
| CP 3.2 | Entrepreneurship Development | Core | 4 | Entrepreneurship Concepts and Theories, Entrepreneurial Process, Business Idea Generation and Feasibility, Business Plan Preparation, Funding for Startups, Government Policies for Entrepreneurs |
| DSE 3.3 | Consumer Behaviour | Elective | 4 | Consumer Behaviour Models, Cultural and Social Influences, Personal Factors Affecting Behaviour, Psychological Processes (Motivation, Perception), Consumer Decision Process, Post-Purchase Behaviour |
| DSE 3.4 | Product and Brand Management | Elective | 4 | Product Strategy and Classification, Product Life Cycle Management, New Product Development Process, Branding Concepts and Strategies, Brand Equity and Brand Extensions, Packaging and Labeling Decisions |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CP 4.1 | Strategic Management | Core | 4 | Strategic Management Process, Environmental Analysis and Scanning, Strategic Formulation (Corporate, Business, Functional), Strategic Implementation, Strategic Control and Evaluation, Strategic Leadership and Change |
| CP 4.2 | International Business | Core | 4 | Globalization and International Trade Theories, Foreign Exchange Market Operations, International Financial Institutions (IMF, World Bank), Export-Import Procedures and Documentation, Global Marketing Strategies, International Business Environment |
| DSE 4.3 | Marketing Research | Elective | 4 | Marketing Research Process, Research Design (Exploratory, Descriptive, Causal), Data Collection Methods (Primary & Secondary), Questionnaire Design and Scaling Techniques, Sampling Theory and Methods, Data Analysis and Report Writing |
| DSE 4.4 | Services Marketing | Elective | 4 | Nature and Characteristics of Services, Service Quality Models, Service Process and Physical Evidence, Managing Service Employees, Service Pricing and Promotion, Customer Relationship Management in Services |
| RP/I 4.5 | Research Project / Internship | Project/Internship | 6 | Research Problem Identification, Literature Review, Methodology and Data Collection, Data Analysis and Interpretation, Project Report Writing, Presentation and Viva-Voce |
