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BACHELOR-OF-BUSINESS-ADMINISTRATION in Marketing at Tecnia Institute of Advanced Studies
Delhi, Delhi
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About the Specialization
What is Marketing at Tecnia Institute of Advanced Studies Delhi?
This Marketing specialization program at Tecnia Institute of Advanced Studies focuses on equipping students with a comprehensive understanding of market dynamics, consumer behavior, and strategic branding in the Indian context. It delves into the nuances of digital marketing, rural marketing, and service industries, aligning with the evolving demands of India''''s rapidly growing consumer market and diverse business landscape. The curriculum emphasizes practical application and contemporary marketing tools.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into dynamic marketing roles across various sectors in India. It also caters to aspiring entrepreneurs keen on building market-driven businesses and professionals looking to upskill in digital marketing or brand management. Students with a keen interest in consumer psychology, market analysis, and creative communication will find this specialization particularly rewarding, preparing them for the competitive Indian market.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding career paths such as Brand Managers, Digital Marketing Specialists, Market Research Analysts, Sales Managers, and Advertising Executives in India. Entry-level salaries typically range from INR 3-6 lakhs annually, with experienced professionals earning INR 8-15 lakhs or more. The program prepares students for leadership roles in marketing departments of Indian and multinational companies, fostering continuous growth and aligning with industry-recognized marketing certifications.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Actively participate in classes focusing on Management Process, Business Economics, and Financial Accounting. Create study groups to discuss complex concepts and prepare for internal assessments. Utilize online resources like NPTEL courses for foundational subjects to strengthen core business knowledge.
Tools & Resources
NPTEL, Coursera (for foundational courses), Peer study groups
Career Connection
A solid understanding of business fundamentals is critical for effective marketing strategy development and ensures a well-rounded business perspective valued by employers in India.
Develop Data Analysis and Communication Skills- (Semester 1-2)
Focus on excelling in Computer Applications in Business and Statistical Analysis. Practice using MS Excel for data manipulation and presentation. Actively engage in Business Communication classes, focusing on public speaking, report writing, and presentation delivery to enhance soft skills.
Tools & Resources
MS Excel, Grammarly, Toastmasters (if available/local clubs)
Career Connection
These skills are indispensable for market research, crafting compelling marketing campaigns, and effective stakeholder communication in any Indian organization.
Explore Marketing Basics & Industry Trends- (Semester 1-2)
Beyond ''''Principles of Marketing'''', follow industry news and marketing blogs (e.g., Marketing Week, Indian Brand Equity Foundation reports). Attend introductory workshops on digital marketing or consumer insights. Identify areas of marketing that genuinely interest you early on.
Tools & Resources
Indian Brand Equity Foundation (IBEF) reports, Marketing blogs (e.g., Social Samosa), Introductory webinars
Career Connection
Early exposure to current trends helps in making informed specialization choices and demonstrates proactive learning to future employers in the Indian marketing sector.
Intermediate Stage
Engage in Practical Marketing Projects- (Semester 3-5)
Seek opportunities for live projects or case study competitions in Marketing Management and Research Methodology. Apply theoretical knowledge to real business problems. This includes designing surveys, analyzing market data, and developing marketing plans for local businesses or college events.
Tools & Resources
SPSS/R (for data analysis), SurveyMonkey, Marketing case study platforms
Career Connection
Practical experience is highly valued by Indian companies. It provides tangible examples for interviews and builds a portfolio showcasing problem-solving abilities.
Network with Industry Professionals- (Semester 3-5)
Attend guest lectures, industry seminars, and alumni meetups organized by the institute. Utilize platforms like LinkedIn to connect with marketing professionals. Actively ask questions and seek mentorship to understand industry expectations and career pathways in India.
Tools & Resources
LinkedIn, College alumni network events, Industry conferences
Career Connection
Networking opens doors to internships, mentorship, and potential job opportunities, offering crucial insights into the Indian marketing landscape.
Develop Specialization-Specific Skills- (Semester 3-5)
For Marketing, delve deeper into Consumer Behavior, Advertising, and Brand Management. Consider taking short online courses or certifications in Google Ads, SEO, or social media marketing. Participate in simulated marketing campaigns or brand-building exercises.
Tools & Resources
Google Analytics Academy, HubSpot Academy, Semrush (for SEO basics)
Career Connection
Acquiring specialized digital and brand skills makes you highly competitive for entry-level marketing roles and positions you for niche opportunities in the Indian market.
Advanced Stage
Undertake Impactful Summer Training- (Semester 5-6)
Secure a relevant marketing internship (Summer Training Report) that aligns with your specialization. Focus on delivering measurable results and contributing to actual company projects. Document your learnings thoroughly and present your findings professionally.
Tools & Resources
Company-specific tools, Project management software, Presentation software
Career Connection
A strong internship experience is often a direct pathway to pre-placement offers or enhances your resume significantly for marketing roles in India.
Master Advanced Marketing Strategies- (Semester 6)
Focus on elective subjects like Digital Marketing, Services Marketing, and Rural Marketing. Develop in-depth understanding of these critical areas for the Indian market. Work on a final year project that solves a real-world marketing challenge for an organization.
Tools & Resources
Advanced Marketing Analytics tools, Industry reports on specific sectors, Capstone project guidance
Career Connection
Expertise in advanced marketing strategies, especially digital and niche Indian markets, makes you a highly sought-after candidate for specialized roles and leadership positions.
Prepare for Placements and Career Launch- (Semester 6)
Intensively prepare for placement interviews, including mock interviews, resume building, and group discussion practices. Understand different roles in marketing and tailor your applications. Stay updated on current affairs and business news relevant to the Indian economy and marketing sector.
Tools & Resources
Career Services Cell, Placement preparation workshops, Current affairs journals
Career Connection
Thorough preparation ensures you successfully convert opportunities into rewarding careers, leveraging your BBA Marketing specialization for immediate impact in the Indian job market.
Program Structure and Curriculum
Eligibility:
- Pass in 12th class of 10+2 pattern from CBSE or equivalent with a minimum aggregate of 50% marks and must have passed English as a subject.
Duration: 6 semesters / 3 years
Credits: 152 Credits
Assessment: Internal: 25%, External: 75%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 101 | Management Process and Organizational Behaviour | Core | 4 | Introduction to Management, Planning and Organizing, Motivation and Leadership, Organizational Structure and Design, Group Dynamics and Conflict Management, Organizational Culture |
| BBA 103 | Business Economics-I | Core | 4 | Introduction to Business Economics, Demand and Supply Analysis, Elasticity of Demand, Production Function, Cost Analysis, Market Structures |
| BBA 105 | Business Mathematics | Core | 4 | Matrix Algebra, Set Theory, Differentiation and Integration, Financial Mathematics, Functions and Relations, Progressions |
| BBA 107 | Computer Applications in Business | Core | 4 | Introduction to Computers, Operating Systems, MS Office (Word, Excel, PowerPoint), Data Analysis with Excel, Internet and E-Commerce Basics, Networking Concepts |
| BBA 109 | Financial Accounting | Core | 4 | Accounting Principles, Journal and Ledger, Trial Balance and Financial Statements, Depreciation Accounting, Inventory Valuation, Company Accounts |
| BBA 111 | Business Communication | Core | 4 | Process of Communication, Types of Communication, Verbal and Non-verbal Communication, Barriers to Communication, Business Correspondence, Presentation Skills |
| BBA 113 | Environmental Studies | Core | 4 | Ecosystems, Natural Resources, Environmental Pollution, Global Environmental Issues, Environmental Protection Acts, Sustainable Development |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 102 | Principles of Marketing | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer Behavior, Market Segmentation, Targeting, Positioning, Product and Pricing Decisions, Promotion and Place Decisions |
| BBA 104 | Business Economics-II | Core | 4 | Macroeconomics, National Income, Inflation and Unemployment, Monetary and Fiscal Policy, Business Cycles, International Trade |
| BBA 106 | Statistical Analysis | Core | 4 | Measures of Central Tendency and Dispersion, Probability Theory, Probability Distributions, Sampling Methods, Hypothesis Testing, Correlation and Regression |
| BBA 108 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Consumer Protection Act, Companies Act (Basics), Cyber Law (Basics) |
| BBA 110 | Cost Accounting | Core | 4 | Cost Concepts and Classification, Elements of Cost, Cost Sheet Preparation, Marginal Costing, Budgetary Control, Standard Costing |
| BBA 112 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money, Capital Budgeting, Working Capital Management, Cost of Capital, Leverages |
| BBA 114 | Personality Development & Communication Skills | Core | 4 | Self-Awareness and Self-Esteem, Interpersonal Skills, Group Discussion Techniques, Interview Skills, Time Management, Stress Management |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 201 | Human Resource Management | Core | 4 | HRM Introduction and Functions, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management |
| BBA 203 | Banking & Insurance | Core | 4 | Indian Banking System, Types of Banks, Functions of RBI, Types of Insurance, Insurance Principles, IRDAI Regulations |
| BBA 205 | Operations Research | Core | 4 | Linear Programming, Transportation Problem, Assignment Problem, Queuing Theory, Network Analysis (PERT/CPM), Decision Theory |
| BBA 207 | Computer Applications in Management | Core | 4 | Management Information Systems, Database Management Systems, E-commerce Strategies, Enterprise Resource Planning, Decision Support Systems, Business Intelligence |
| BBA 209 | Indian Economy | Core | 4 | Structure of Indian Economy, Economic Planning in India, Agricultural Sector Reforms, Industrial Sector Growth, Service Sector Contribution, Poverty and Unemployment |
| BBA 211 | Marketing Management | Core | 4 | Strategic Marketing Process, Marketing Research, Product Life Cycle, New Product Development, Distribution Channels, Promotional Mix |
| BBA 213 | Research Methodology | Core | 4 | Research Design, Data Collection Methods, Sampling Techniques, Data Analysis (Descriptive/Inferential), Report Writing, Ethical Considerations in Research |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 202 | Production & Operations Management | Core | 4 | Operations Strategy, Product Design and Development, Facility Location and Layout, Production Planning and Control, Quality Management, Supply Chain Management |
| BBA 204 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Process of Entrepreneurship, Business Plan Preparation, Sources of Finance, MSME Sector in India, Government Support for Startups |
| BBA 206 | Income Tax Law | Core | 4 | Basic Concepts of Income Tax, Residential Status, Heads of Income (Salary, House Property), Profits and Gains of Business/Profession, Capital Gains, Other Sources, Deductions and Tax Computations |
| BBA 208 | Company Law | Core | 4 | Introduction to Company Law, Types of Companies, Formation of a Company, Memorandum and Articles of Association, Share Capital and Debentures, Directors and Meetings |
| BBA 210 | International Business Management | Core | 4 | Globalization and International Business, Theories of International Trade, Foreign Exchange Market, International Monetary System, Modes of Entry into International Business, Global Business Environment |
| BBA 212 | Project Management | Core | 4 | Project Life Cycle, Project Planning and Scheduling, Resource Allocation, Project Costing and Budgeting, Project Risk Management, Project Monitoring and Control |
| BBA 214 | Business Ethics & Corporate Social Responsibility | Core | 4 | Introduction to Business Ethics, Ethical Theories, Ethical Decision Making, Concept of CSR, CSR Initiatives in India, Corporate Governance |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 301 | Strategic Management | Core | 4 | Concept of Strategy, Strategic Analysis (SWOT, PESTEL), Strategy Formulation, Strategy Implementation, Strategic Control, Global Strategic Management |
| BBA 303 | Summer Training Report | Project | 4 | Internship Project Execution, Data Collection and Analysis, Report Writing, Presentation Skills, Problem Identification, Solution Recommendation |
| BBA 305 | Cyber Security | Ability Enhancement Compulsory Course (AECC) | 4 | Cyber Security Basics, Types of Cyber Attacks, Network Security, Data Privacy and Protection, Cyber Laws in India, Ethical Hacking (Overview) |
| BBA 307 (M) | Consumer Behavior | Marketing Elective | 4 | Introduction to Consumer Behavior, Consumer Decision-Making Process, Psychological Influences (Motivation, Perception), Socio-Cultural Influences (Family, Culture), Post-Purchase Behavior, Marketing Implications of Consumer Behavior |
| BBA 309 (M) | Advertising and Brand Management | Marketing Elective | 4 | Role of Advertising, Advertising Media Decisions, Creative Strategy, Brand Identity and Image, Brand Equity Management, Brand Repositioning |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BBA 302 | Management of Technology and Innovation | Core | 4 | Technology Management, Innovation Process, Technology Forecasting, R&D Management, Intellectual Property Rights, Digital Transformation |
| BBA 304 | Value Based Management | Skill Enhancement Course (SEC) | 4 | Ethical Values in Business, Spirituality in Management, Corporate Culture, Holistic Management, Stakeholder Value, Value Creation |
| BBA 306 | Business Policy and Strategy | Core | 4 | Strategic Planning Models, Corporate Level Strategies, Business Level Strategies, Functional Strategies, Strategic Leadership, Change Management |
| BBA 308 (M) | Rural and Agricultural Marketing | Marketing Elective | 4 | Rural Market Environment in India, Rural Consumer Behavior, Marketing of Agricultural Produce, Rural Product and Pricing Strategies, Rural Distribution Channels, Rural Communication Strategies |
| BBA 310 (M) | Services Marketing | Marketing Elective | 4 | Nature of Services, Gaps Model of Service Quality, Service Design and Development, Managing Service Encounters, Service Pricing and Promotion, Service Recovery and Relationship Marketing |
