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M-COM in Marketing at University of Kerala
Thiruvananthapuram, Kerala
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About the Specialization
What is Marketing at University of Kerala Thiruvananthapuram?
This M.Com Marketing program at University of Kerala focuses on developing strategic marketing acumen, essential for navigating India''''s dynamic consumer landscape. It delves into consumer behavior, brand management, and digital marketing trends, equipping students with contemporary skills. The program is designed to meet the growing demand for skilled marketing professionals in various Indian industries, from fast-moving consumer goods (FMCG) to information technology services.
Who Should Apply?
This program is ideal for commerce graduates (B.Com, BBA, BBM) seeking to specialize in marketing. It attracts fresh graduates aspiring to build a career in brand management, sales, advertising, or market research. It also suits early-career professionals looking to upskill in specific marketing domains or transition into roles requiring advanced strategic marketing knowledge within the Indian business ecosystem, providing a strong academic foundation.
Why Choose This Course?
Graduates of this program can expect to pursue diverse career paths in India such as Brand Manager, Marketing Analyst, Sales Manager, Digital Marketing Specialist, or Market Research Executive. Entry-level salaries typically range from INR 3-5 LPA, growing significantly with experience to INR 8-15+ LPA for mid-senior roles in leading Indian and multinational companies. The program also aligns with professional certifications in digital marketing and analytics, enhancing employability in competitive markets.
Student Success Practices
Foundation Stage
Build Strong Analytical and Research Fundamentals- (Semester 1-2)
Focus rigorously on advanced business statistics and research methodology. Actively participate in problem-solving sessions, utilize statistical software like SPSS (if available in labs), and practice data interpretation. Initiate small-scale primary and secondary data collection projects on local businesses or consumer trends.
Tools & Resources
SPSS tutorials, Excel for data analysis, University library databases for research papers, Online courses on Coursera/NPTEL for statistics refreshers
Career Connection
Strong analytical skills are critical for marketing analytics, market research, and understanding consumer trends, making you valuable for data-driven marketing roles.
Cultivate Business Acumen and Organisational Insights- (Semester 1-2)
Engage deeply with concepts in Organizational Behaviour, Managerial Economics, and Business Environment. Read business newspapers (e.g., The Economic Times, Business Standard) daily, follow industry news, and analyze case studies related to Indian companies to understand real-world business challenges and decisions.
Tools & Resources
Financial dailies, Business magazines, Harvard Business Review case studies (via library access), LinkedIn for following industry leaders
Career Connection
A solid understanding of the business landscape and organizational dynamics prepares you for strategic decision-making roles and effective team collaboration in any marketing function.
Develop Foundational Marketing Concepts- (Semester 1-2)
Master the core principles of Marketing Management. Identify and analyze marketing strategies of various Indian brands. Participate in class discussions, volunteer for marketing-related college events, and start building a portfolio of observations on product launches, pricing, and promotional activities in the local market.
Tools & Resources
Marketing textbooks, Industry journals, Observation of local market and digital campaigns
Career Connection
A strong grasp of marketing fundamentals is the bedrock for any specialization and crucial for entry-level roles in brand assistant or marketing executive positions.
Intermediate Stage
Gain Specialised Marketing Skills through Live Projects- (Semester 3)
Apply theoretical knowledge from International Marketing, Marketing Research, Consumer Behaviour, and Services Marketing to real-world scenarios. Seek out opportunities for live projects with local businesses, startups, or NGOs, focusing on market surveys, consumer insights, or service innovation initiatives.
Tools & Resources
Google Forms for surveys, Canva for creating marketing materials, Local industry contacts, University''''s entrepreneurship cell for startup connections
Career Connection
Hands-on experience with live projects demonstrates practical application of knowledge, making you a stronger candidate for marketing research, product development, or service marketing roles.
Network and Attend Industry Events- (Semester 3)
Actively seek out and attend marketing conferences, webinars, and workshops happening in Kerala or online, focusing on topics like digital marketing, brand strategy, or e-commerce. Network with marketing professionals, faculty, and alumni to gain insights and identify potential mentorship or internship opportunities.
Tools & Resources
LinkedIn, Eventbrite, Industry associations like IAA (Indian Advertising Association), Kerala Management Association events
Career Connection
Networking opens doors to internships and job opportunities, provides mentorship, and keeps you updated on industry trends, which is vital for career progression.
Master Marketing Tools and Digital Platforms- (Semester 3)
Beyond theoretical knowledge, learn to use practical marketing tools. Take online courses on Google Analytics, SEO, social media marketing platforms (e.g., Meta Business Suite), or CRM software. Develop a personal portfolio or blog to showcase your digital marketing skills and projects.
Tools & Resources
Google Analytics Academy, HubSpot Academy, SEMrush/Ahrefs (free trials), Social media advertising platforms
Career Connection
Proficiency in digital marketing tools is highly sought after in the Indian job market, opening up roles in digital marketing agencies, e-commerce, and corporate marketing departments.
Advanced Stage
Excel in Project Work and Viva Voce- (Semester 4)
Devote significant effort to your M.Com project, ensuring it addresses a relevant industry problem in Brand Management or Sales & Distribution. Conduct thorough research, robust analysis, and present your findings professionally. Prepare comprehensively for the Viva Voce, demonstrating a holistic understanding of your specialization and the overall M.Com curriculum.
Tools & Resources
Academic supervisors, Peer review, Presentation software, Mock viva sessions with faculty
Career Connection
A well-executed project acts as a strong portfolio piece, and a confident viva performance showcases your communication and analytical abilities to potential employers during placements.
Prepare for Placements and Mock Interviews- (Semester 4)
Systematically prepare for campus placements or job applications. Refine your resume and cover letter, focusing on marketing-specific skills and achievements. Participate actively in mock interview sessions, group discussions, and aptitude tests organized by the university''''s placement cell.
Tools & Resources
University placement cell, Online aptitude test platforms (e.g., IndiaBix), LinkedIn for company research, Mock interview practice with peers and mentors
Career Connection
Dedicated placement preparation significantly increases your chances of securing desirable marketing roles in companies hiring from campus or through direct applications.
Develop a Professional Brand and Continuous Learning Plan- (Semester 4)
Create a strong professional online presence, particularly on LinkedIn, highlighting your skills, projects, and learning journey. Identify areas for continuous professional development in marketing (e.g., advanced analytics, AI in marketing) and plan for relevant certifications or short courses post-graduation.
Tools & Resources
LinkedIn profile optimization guides, Industry blogs, Professional development platforms (e.g., edX, Coursera), Career counselors
Career Connection
A strong professional brand aids in networking and job searches, while a commitment to continuous learning ensures long-term career growth in the fast-evolving marketing landscape.
Program Structure and Curriculum
Eligibility:
- B.Com/BBA/BBM Degree with 4.5 CGPA out of 10 / B+ Grade or 50% marks in Part III (Main/Core) subjects.
Duration: 4 semesters / 2 years
Credits: 80 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MC 1.1 | Advanced Business Statistics | Core | 4 | Introduction to Statistics, Probability & Probability Distributions, Sampling & Estimation, Hypothesis Testing, Correlation & Regression |
| MC 1.2 | Organisational Behaviour | Core | 4 | Introduction to OB, Perception & Learning, Personality & Values, Motivation, Group Dynamics & Team Building |
| MC 1.3 | Business Environment | Core | 4 | Nature & Scope of Business Environment, Economic Environment, Political & Legal Environment, Socio-Cultural Environment, International Business Environment |
| MC 1.4 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand Analysis & Forecasting, Production & Cost Analysis, Market Structure, Pricing Policies |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MC 2.1 | Accounting for Managerial Decisions | Core | 4 | Management Accounting, Financial Statement Analysis, Fund Flow & Cash Flow Statement, Marginal Costing, Budgetary Control |
| MC 2.2 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer Behaviour, Product & Pricing Decisions, Promotion & Distribution Decisions |
| MC 2.3 | Research Methodology | Core | 4 | Introduction to Research, Research Design, Data Collection, Sampling Design, Data Analysis & Report Writing |
| MC 2.4 | Financial Management | Core | 4 | Introduction to Financial Management, Investment Decisions, Financing Decisions, Dividend Decisions, Working Capital Management |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MC 3.1 | International Marketing | Elective (Marketing Specialization) | 4 | Introduction to International Marketing, International Marketing Environment, International Market Entry Strategies, International Product & Pricing, International Promotion & Distribution |
| MC 3.2 | Marketing Research | Elective (Marketing Specialization) | 4 | Introduction to Marketing Research, Marketing Research Process, Data Collection Methods, Data Analysis & Interpretation, Research Report Writing |
| MC 3.3 | Consumer Behaviour | Elective (Marketing Specialization) | 4 | Introduction to Consumer Behaviour, Consumer Decision Making, Individual Determinants of CB, Group Influence on CB, Consumerism |
| MC 3.4 | Services Marketing | Elective (Marketing Specialization) | 4 | Introduction to Services Marketing, Nature of Services, Service Product & Pricing, Service Promotion & Distribution, Service Quality & Productivity |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MC 4.1 | Brand Management | Elective (Marketing Specialization) | 4 | Introduction to Brand Management, Brand Identity & Positioning, Brand Equity, Brand Extension & Revitalization, Global Branding Strategies |
| MC 4.2 | Sales and Distribution Management | Elective (Marketing Specialization) | 4 | Introduction to Sales Management, Sales Force Management, Sales Planning & Control, Channels of Distribution, Physical Distribution |
| MC 4.3 | Project | Project | 4 | Problem Identification, Literature Review, Research Design, Data Collection & Analysis, Report Writing |
| MC 4.4 | Viva Voce | Viva | 4 | Comprehensive understanding of M.Com curriculum, Project defense, General knowledge in Commerce |
