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BBA-HONS-HONS-WITH-RESEARCH-GENERAL in Marketing Management at Symbiosis International University
Pune, Maharashtra
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About the Specialization
What is Marketing Management at Symbiosis International University Pune?
This Marketing Management program at Symbiosis International University focuses on developing strategic and analytical skills vital for the dynamic Indian marketing landscape. Students delve into consumer behavior, digital strategies, and global marketing trends, preparing them for a competitive industry that demands innovation and a deep understanding of diverse consumer segments. The curriculum differentiates itself by integrating practical applications with theoretical foundations, reflecting current market demands in India.
Who Should Apply?
This program is ideal for fresh graduates with a keen interest in brand building, sales, and digital strategies, seeking entry into the marketing domain. It also caters to early-career professionals looking to upskill in specialized areas like digital marketing or marketing analytics. Career changers transitioning from other fields will find structured learning to build a strong foundation. A prerequisite is generally a strong academic record and a demonstrable aptitude for communication and problem-solving.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including Brand Manager, Digital Marketing Specialist, Sales Manager, Market Research Analyst, and Advertising Executive. Entry-level salaries typically range from INR 4-7 LPA, growing significantly with experience to INR 10-20+ LPA for mid to senior roles in Indian companies. The program aligns with professional certifications in digital marketing and analytics, enhancing employability and fostering growth trajectories in the rapidly expanding Indian consumer market.
Student Success Practices
Foundation Stage
Master Business Communication and Fundamentals- (Semester 1-2)
Actively participate in business communication classes, practice presentation skills, and engage in peer feedback sessions. Focus on building a strong conceptual understanding of core subjects like Financial Accounting, Microeconomics, and Fundamentals of Management. Utilize online platforms like Coursera for supplementary courses on business basics and financial literacy.
Tools & Resources
Official textbooks, Coursera for Business Foundations, Grammarly, Peer study groups
Career Connection
Strong communication and foundational business knowledge are essential for any business role, laying the groundwork for effective professional interaction and informed decision-making in future internships and jobs.
Develop Foundational Digital Proficiency- (Semester 1-2)
Excel in Business Computing and Computerized Accounting. Proactively learn advanced functions in MS Excel beyond coursework and explore basic data visualization tools. Participate in workshops on digital literacy to become comfortable with business software and online collaboration tools.
Tools & Resources
MS Office Suite, Tally ERP 9 (or similar), YouTube tutorials for advanced Excel, Google Workspace
Career Connection
Proficiency in business software and basic data handling is a non-negotiable skill for entry-level roles, increasing efficiency and demonstrating readiness for data-driven business environments.
Engage in Co-curricular and Club Activities- (Semester 1-2)
Join relevant student clubs (e.g., marketing club, debate club) and actively participate in organizational activities. This builds soft skills like teamwork, leadership, and event management. Volunteer for college events to gain practical experience and expand your network within the university.
Tools & Resources
College clubs and societies, Inter-college competitions, Volunteer opportunities
Career Connection
Employers value well-rounded individuals. Participation in co-curriculars develops leadership, problem-solving, and interpersonal skills crucial for career advancement, especially in collaborative marketing teams.
Intermediate Stage
Deep Dive into Marketing Concepts and Research- (Semester 3-5)
Beyond classroom learning, read marketing blogs, case studies, and industry reports (e.g., from Nielsen, Mintel). Actively engage in research projects for Research Methodology, focusing on market trends or consumer insights. Seek mentorship from faculty on areas of specific marketing interest.
Tools & Resources
Harvard Business Review (Marketing articles), Marketing Week, The Economic Times - Brand Equity, Google Scholar
Career Connection
A deeper understanding of marketing concepts and research acumen prepares students for analytical roles in market research, consumer insights, and strategic marketing departments, providing a competitive edge.
Seek Industry Exposure through Live Projects and Internships- (Semester 3-5)
Actively pursue mini-projects with local businesses or startups. Prepare a strong resume and portfolio to apply for summer internships, even if unpaid, to gain practical experience in areas like digital marketing, sales support, or event management. Leverage college career services for internship leads.
Tools & Resources
LinkedIn, Internshala, College career services, Networking events
Career Connection
Practical industry experience is invaluable for placements. Internships provide real-world skills, industry contacts, and often convert into pre-placement offers, significantly boosting career prospects.
Build a Digital Marketing Skillset- (Semester 3-5)
Utilize free online certifications from Google (Google Ads, Google Analytics) and HubSpot (Content Marketing, Social Media Marketing). Start a personal blog or a social media page (e.g., Instagram/LinkedIn) to apply concepts learned in Digital Marketing and Social Media Marketing courses, creating a live portfolio.
Tools & Resources
Google Analytics Academy, HubSpot Academy, Canva for content creation, Personal blog/social media
Career Connection
Digital marketing skills are highly sought after in the Indian market. Demonstrating practical application through certifications and personal projects makes candidates stand out for roles in digital agencies, e-commerce, and corporate marketing teams.
Advanced Stage
Strategic Project Work and Dissertation Focus- (Semester 6-8)
Dedicate significant effort to your Project Work/Dissertation, aligning it with your career aspirations in Marketing. Choose a research topic relevant to current Indian market challenges or emerging marketing technologies. Seek regular guidance from your mentor and aim for publishable quality research.
Tools & Resources
Academic databases (JSTOR, EBSCOhost), SPSS/R/Python for data analysis, Research mentors, Industry reports
Career Connection
A well-executed project or dissertation showcases advanced analytical and problem-solving skills, making you a strong candidate for strategic roles, research positions, or further academic pursuits.
Intensive Placement Preparation and Networking- (Semester 6-8)
Engage in mock interviews, group discussions, and aptitude test practice sessions offered by the university. Network actively with alumni and industry professionals through LinkedIn, alumni events, and guest lectures. Tailor your resume and cover letters to specific job descriptions, highlighting your marketing specialization.
Tools & Resources
Placement cell workshops, LinkedIn for networking, Mock interview platforms, Aptitude test prep books
Career Connection
Thorough preparation and a strong professional network are critical for securing coveted placement offers in leading Indian and multinational companies, facilitating a smooth transition from academics to corporate life.
Specialize in Emerging Marketing Trends- (Semester 6-8)
Leverage electives in Marketing Analytics, CRM, or Contemporary Issues in Marketing to build specialized expertise. Attend industry webinars, conferences, and online courses on trending topics like AI in marketing, sustainability marketing, or data privacy regulations to stay ahead of the curve.
Tools & Resources
NASSCOM events, Industry association memberships, Online courses on AI/ML for marketing, TechCrunch/Forbes Marketing
Career Connection
Developing specialized skills in niche and emerging marketing areas makes you highly valuable to companies seeking innovative solutions, opening doors to roles as a Marketing Strategist, CRM Analyst, or Digital Transformation Lead in India''''s evolving market.
Program Structure and Curriculum
Eligibility:
- Passed Standard XII (10+2) or equivalent examination from any recognized Board with minimum 50% marks (45% for SC/ST category) at first attempt. English as a mandatory subject. Appeared for Symbiosis Entrance Test (SET). Shortlisted candidates called for Personal Interview (PI) & Written Ability Test (WAT).
Duration: 4 years / 8 semesters
Credits: 160 (BBA Honours) / 170 (BBA Honours with Research) Credits
Assessment: Internal: 50% (Continuous Internal Evaluation - CIE including quizzes, assignments, mid-term tests, projects, presentations, etc.), External: 50% (Semester End Examination - SEE)
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| B1101 | Business Computing | Skill Enhancement Course (SEC) | 2 | Introduction to Computers, MS Office Suite (Word, Excel, PowerPoint), Google Apps for Business, Data Security and Privacy, Cloud Computing Basics |
| B1102 | Financial Accounting | Core | 4 | Accounting Principles and Concepts, Journal and Ledger, Trial Balance, Preparation of Final Accounts, Introduction to IFRS/Ind AS |
| B1103 | Microeconomics | Core | 4 | Demand and Supply Analysis, Consumer Behavior Theories, Production and Cost Analysis, Market Structures and Competition, Pricing Decisions |
| B1104 | Business Communication | Ability Enhancement Course (AEC) | 2 | Principles of Effective Communication, Verbal and Non-verbal Communication, Presentation Skills, Report Writing and Business Correspondence, Digital Communication Etiquette |
| B1105 | Fundamentals of Management | Core | 4 | Evolution of Management Thought, Planning and Organizing, Staffing and Directing, Controlling and Decision Making, Leadership and Motivation Theories |
| B1106 | Introduction to Indian Culture & Ethics | Value Added Course (VAC) | 2 | Indian Ethos and Values, Ethical Frameworks in Business, Cultural Diversity and Inclusivity, Corporate Social Responsibility, Indian Knowledge Systems |
| B1107 | Environmental Studies | Value Added Course (VAC) | 2 | Ecosystems and Biodiversity, Environmental Pollution and Control, Natural Resources and Conservation, Climate Change and Sustainable Development, Environmental Policies and Practices |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| B1201 | Business Statistics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis |
| B1202 | Cost and Management Accounting | Core | 4 | Cost Concepts and Classification, Cost Sheet and Cost Control, Budgeting and Budgetary Control, Variance Analysis, Decision Making Techniques |
| B1203 | Macroeconomics | Core | 4 | National Income Accounting, Inflation and Unemployment, Fiscal Policy and Monetary Policy, Aggregate Demand and Supply, International Trade Theories |
| B1204 | Business Law | Core | 4 | Indian Contract Act 1872, Sale of Goods Act 1930, Negotiable Instruments Act 1881, Consumer Protection Act 2019, Introduction to Company Law |
| B1205 | Organisational Behaviour | Core | 4 | Individual Behavior (Perception, Personality, Attitudes), Motivation Theories, Group Dynamics and Team Building, Leadership Styles and Communication, Conflict Management and Organizational Culture |
| B1206 | Computerized Accounting | Skill Enhancement Course (SEC) | 2 | Introduction to Accounting Software (e.g., Tally), Journal Entry and Ledger Creation, Financial Statement Generation, Inventory Management in Software, Payroll Processing |
| B1207 | Health and Wellness | Value Added Course (VAC) | 2 | Physical Fitness and Nutrition, Mental Health and Stress Management, Healthy Lifestyle Choices, Disease Prevention, Holistic Well-being |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| B2301 | Marketing Management | Core | 4 | Marketing Environment, Consumer and Business Markets, Market Segmentation, Targeting, Positioning, Product Life Cycle and Development, Pricing Strategies and Distribution Channels |
| B2302 | Human Resource Management | Core | 4 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management and Appraisal, Compensation and Benefits |
| B2303 | Operations Management | Core | 4 | Production Planning and Control, Inventory Management, Quality Management (TQM, Six Sigma), Supply Chain Management, Project Management Techniques |
| B2304 | Research Methodology | Core | 4 | Introduction to Business Research, Research Design and Types, Data Collection Methods (Primary & Secondary), Sampling Techniques, Data Analysis and Report Writing |
| B2305 | Banking and Financial Services | Core | 4 | Indian Financial System, Commercial Banking Operations, Investment Banking and Merchant Banking, Insurance and Mutual Funds, Digital Payment Systems |
| B2306 | Excel for Business | Skill Enhancement Course (SEC) | 2 | Advanced Excel Functions, Data Validation and Conditional Formatting, Pivot Tables and Charts, What-if Analysis (Goal Seek, Solver), Introduction to Macros (VBA) |
| B2307 | Yoga and Meditation | Value Added Course (VAC) | 2 | Introduction to Yoga and its Philosophy, Basic Asanas and Pranayama, Meditation Techniques for Stress Reduction, Mindfulness Practices, Benefits for Physical and Mental Health |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| B2401 | Financial Management | Core | 4 | Financial Goals and Objectives, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Dividend Policy Decisions |
| B2402 | Business Analytics | Core | 4 | Introduction to Business Analytics, Data Mining and Predictive Analytics, Data Visualization Techniques, Decision Modeling, Tools for Business Intelligence |
| B2403 | E-Business | Core | 4 | E-commerce Models (B2B, B2C, C2C), Digital Marketing Strategies, Online Payment Systems, E-CRM and SCM in E-Business, Cyber Security and E-Business Ethics |
| B2404 | International Business | Core | 4 | Globalization and its Impact, Theories of International Trade, Foreign Exchange Markets, International Marketing and Finance, Global Supply Chain Management |
| B2405 | Critical Thinking, Decision Making & Problem Solving | Skill Enhancement Course (SEC) | 2 | Logical Reasoning and Argumentation, Decision Making Frameworks, Problem Identification and Analysis, Creative Problem Solving Techniques, Bias and Heuristics in Decision Making |
| B2406 | Design Thinking & Innovation | Skill Enhancement Course (SEC) | 2 | Introduction to Design Thinking Process, Empathy and User Research, Ideation and Brainstorming, Prototyping and Testing, Innovation Strategies and Culture |
| B2407 | NCC/NSS/Sports/Cultural Activity | Value Added Course (VAC) | 2 | Leadership Development, Teamwork and Collaboration, Social Responsibility and Community Service, Physical Fitness and Sportsmanship, Cultural Appreciation and Event Management |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| B3501 | Summer Internship Program (SIP) | Core | 2 | Real-world Industry Exposure, Application of Theoretical Concepts, Project Planning and Execution, Professional Communication and Networking, Report Writing and Presentation |
| B3502 | Services Marketing | Discipline Specific Core (DSC) - Marketing | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Customer Relationship Management in Services |
| B3503 | Consumer Behaviour | Discipline Specific Core (DSC) - Marketing | 4 | Consumer Decision Making Process, Psychological Factors (Motivation, Perception, Learning), Sociocultural Influences on Consumers, Consumer Research and Insights, Post-Purchase Behavior and Loyalty |
| B3504 | Integrated Marketing Communication | Discipline Specific Core (DSC) - Marketing | 4 | Role of IMC in Marketing, Advertising Management, Sales Promotion Techniques, Public Relations and Publicity, Personal Selling and Direct Marketing |
| B3505 | Rural Marketing | Discipline Specific Elective (DSE) - Marketing | 4 | Rural Market Environment in India, Characteristics of Rural Consumers, Product and Pricing Strategies for Rural Markets, Distribution Channels in Rural India, Rural Communication Strategies |
| B3506 | Social Media Marketing | Discipline Specific Elective (DSE) - Marketing | 4 | Social Media Platforms and Strategy, Content Marketing for Social Media, Influencer Marketing, Social Media Analytics and ROI, Online Reputation Management |
| B3507 | Open Elective 1 | Open Elective (OE) | 2 | Interdisciplinary Learning, Skill Diversification, General Knowledge Enhancement, Personal Interest Pursuit, Broadening Academic Perspective |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| B3601 | Sales & Distribution Management | Discipline Specific Core (DSC) - Marketing | 4 | Sales Process and Techniques, Sales Force Management, Channel Management and Design, Retail Formats and Strategies, Logistics and Supply Chain in Sales |
| B3602 | Digital Marketing | Discipline Specific Core (DSC) - Marketing | 4 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Email Marketing and Automation, Content Marketing Strategy, Affiliate Marketing and Web Analytics |
| B3603 | Brand Management | Discipline Specific Core (DSC) - Marketing | 4 | Brand Identity and Image, Brand Equity Measurement and Management, Brand Positioning and Differentiation, Brand Architecture and Extensions, Brand Communication Strategies |
| B3604 | Marketing Analytics | Discipline Specific Elective (DSE) - Marketing | 4 | Marketing Metrics and Dashboards, Customer Lifetime Value (CLV), Market Mix Modeling, CRM Analytics and Segmentation, A/B Testing and Experimentation |
| B3605 | Product & Pricing Management | Discipline Specific Elective (DSE) - Marketing | 4 | New Product Development Process, Product Portfolio Management, Pricing Methods and Strategies, Value-Based Pricing, Product Life Cycle Management |
| B3606 | Open Elective 2 | Open Elective (OE) | 2 | Interdisciplinary Skill Development, Knowledge Expansion, Personal Growth, Hobby and Interest Cultivation, Complementary Academic Pursuits |
Semester 7
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| B4701 | Project Work I / Dissertation I | Project/Dissertation | 6 | Problem Identification and Formulation, Literature Review and Research Gap Analysis, Research Design and Methodology, Data Collection Planning, Ethical Considerations in Research |
| B4702 | International Marketing | Discipline Specific Core (DSC) - Marketing | 4 | Global Marketing Environment, Market Entry Strategies, International Product Strategy, Global Pricing and Distribution, International Promotion Strategies |
| B4703 | Retail Management | Discipline Specific Core (DSC) - Marketing | 4 | Retail Formats and Evolution, Store Location and Design, Merchandising and Category Management, Retail Operations and Supply Chain, Customer Service in Retail and E-Retailing |
| B4704 | Marketing Strategy | Discipline Specific Elective (DSE) - Marketing | 4 | Strategic Marketing Planning Process, Competitive Advantage and Positioning, Growth Strategies (Ansoff Matrix), Market Leadership Strategies, Global Marketing Strategy |
| B4705 | Open Elective 3 | Open Elective (OE) | 2 | Cross-disciplinary Knowledge, Skill Enhancement, Career Exploration, Intercultural Communication, Digital Literacy |
Semester 8
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| B4801 | Project Work II / Dissertation II | Project/Dissertation | 4 | Data Analysis and Interpretation, Report Writing and Structure, Presentation of Findings, Recommendations and Managerial Implications, Future Research Directions |
| B4802 | Contemporary Issues in Marketing | Discipline Specific Core (DSC) - Marketing | 4 | AI and Machine Learning in Marketing, Sustainability and Green Marketing, Neuromarketing and Behavioral Insights, Metaverse Marketing, Ethical Marketing and Data Privacy |
| B4803 | Customer Relationship Management | Discipline Specific Elective (DSE) - Marketing | 4 | CRM Strategy and Implementation, Customer Lifecycle Management, CRM Technologies and Analytics, Customer Loyalty Programs, Building Customer Relationships |
| B4804 | Open Elective 4 | Open Elective (OE) | 2 | Holistic Skill Development, Global Awareness, Entrepreneurial Mindset, Technological Proficiency, Social Impact Projects |
