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BBA in Marketing at VELS Institute of Science, Technology & Advanced Studies (VISTAS)
Chennai, Tamil Nadu
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About the Specialization
What is Marketing at VELS Institute of Science, Technology & Advanced Studies (VISTAS) Chennai?
This Marketing specialization program at Vels Institute of Science Technology and Advanced Studies focuses on equipping students with a comprehensive understanding of market dynamics, consumer behavior, and promotional strategies essential for success in the dynamic Indian business landscape. The curriculum emphasizes both traditional and digital marketing techniques, preparing graduates for diverse roles in a rapidly evolving industry. It highlights the institution''''s commitment to creating industry-ready marketing professionals.
Who Should Apply?
This program is ideal for aspiring marketing professionals, fresh graduates seeking entry into brand management, sales, or digital marketing roles, and individuals looking to understand consumer psychology and market trends. It is suitable for those with strong communication skills and a creative mindset, aiming for a career in advertising, market research, or product development within the Indian context. No specific prerequisite background beyond general BBA eligibility is required.
Why Choose This Course?
Graduates of this program can expect to secure roles such as Marketing Executive, Brand Manager, Digital Marketing Specialist, Sales Manager, or Market Research Analyst in Indian companies and MNCs operating in India. Entry-level salaries typically range from INR 3-5 LPA, growing significantly with experience. The program aligns with industry demands for skilled marketing professionals, opening doors to advanced certifications in digital marketing and analytics.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus on understanding core business concepts from subjects like Business Economics, Principles of Management, and Financial Accounting. Actively participate in classroom discussions and seek clarity on foundational theories, as these form the bedrock for all advanced management studies.
Tools & Resources
Online business glossaries, Investopedia, Khan Academy business courses, Peer study groups
Career Connection
A solid grasp of business fundamentals is crucial for strategic decision-making in any marketing role, helping to understand business goals and impact.
Master Digital Marketing Basics- (Semester 1-2)
Leverage the Digital Marketing course in Semester II by actively experimenting with various digital tools and platforms. Create mock social media campaigns, analyze websites, and understand basic SEO/SEM principles to gain practical experience beyond textbooks.
Tools & Resources
Google Ads Skillshop, Google Analytics Academy, HubSpot Academy (free courses), Facebook Blueprint
Career Connection
Essential for entry-level digital marketing roles, which are highly prevalent in the Indian job market, and provides a competitive edge.
Develop Professional Communication Skills- (Semester 1-2)
Actively work on professional English and presentation skills. Join debating clubs, participate in public speaking events, and practice writing formal reports and emails. Seek feedback from professors and peers to refine communication abilities.
Tools & Resources
Toastmasters International, Grammarly, LinkedIn Learning courses on communication, University language labs
Career Connection
Effective communication is vital for client interaction, team collaboration, and presenting marketing strategies, significantly impacting career progression.
Intermediate Stage
Deep Dive into Marketing Concepts & Research- (Semester 3-5)
Go beyond the syllabus in Marketing Management and Research Methods for Business. Apply research methodologies to mini-projects, analyze real-world marketing campaigns, and identify consumer insights. Consider joining a student marketing club for practical exposure.
Tools & Resources
SPSS (basic use), Google Forms for surveys, Industry case studies (e.g., IIMBx courses), Business news portals
Career Connection
This deep understanding is critical for roles in market research, product management, and strategic marketing planning.
Pursue Relevant Internships- (Semester 3-5)
Seek out internships in marketing roles during summer breaks. Focus on companies (startups, SMEs, or larger firms) that offer exposure to specific marketing functions like digital marketing, content creation, or sales support. Gaining practical experience is invaluable.
Tools & Resources
Internshala, LinkedIn, College placement cell, Networking events
Career Connection
Internships provide hands-on experience, build a professional network, and significantly boost employability for final placements.
Network and Participate in Competitions- (Semester 3-5)
Attend industry seminars, workshops, and guest lectures by marketing professionals. Participate in inter-college marketing competitions, case study challenges, and business quizzes to test knowledge and build a professional network.
Tools & Resources
College career services, Industry association events (e.g., ASSOCHAM, FICCI youth forums), Online competition platforms
Career Connection
Networking opens doors to mentorship and job opportunities, while competitions enhance problem-solving skills and demonstrate initiative to potential employers.
Advanced Stage
Specialization-focused Project and Certifications- (Semester 6)
Execute a comprehensive final year project aligned with your Marketing specialization. Aim to solve a real-world business problem or analyze a market trend. Complement this with industry-recognized certifications in areas like Brand Management, Marketing Analytics, or Advanced Digital Marketing.
Tools & Resources
Academic journals, Industry reports, Coursera/edX for certifications (e.g., Google Digital Garage, HubSpot Content Marketing Certification), Dedicated faculty mentors
Career Connection
A strong project and relevant certifications demonstrate specialized expertise, making you a more attractive candidate for targeted marketing roles.
Intensive Placement Preparation- (Semester 6)
Engage actively with the placement cell. Refine your resume and cover letter, practice group discussions, and prepare for technical and HR interviews. Focus on case study analysis and mock interviews specific to marketing roles.
Tools & Resources
College placement cell resources, Mock interview platforms, Aptitude test preparation apps, Alumni network
Career Connection
Direct preparation for securing a good job offer in leading marketing companies.
Build a Professional Portfolio- (Semester 6)
Compile all significant projects, internships, and marketing campaign analyses into a professional portfolio. This could be a digital portfolio on platforms like LinkedIn or a personal website, showcasing your skills and practical applications.
Tools & Resources
LinkedIn profile, Behance (for creative marketing), Personal website builders (e.g., WordPress), Presentation software
Career Connection
A compelling portfolio provides tangible evidence of your capabilities, distinguishing you in a competitive job market and facilitating better career opportunities.
Program Structure and Curriculum
Eligibility:
- A pass in 10,+2 (Higher Secondary) or equivalent examination in any stream, with a minimum of 50% marks. For SC/ST candidates a mere pass is enough.
Duration: 3 years (6 semesters)
Credits: 140 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21BBA101 | Professional English I | Core | 3 | Language skills, Grammar, Vocabulary, Reading Comprehension, Writing Skills |
| 21BBA102 | Business Economics | Core | 4 | Demand and Supply, Consumer Behavior, Market Structures, Production Theory, National Income |
| 21BBA103 | Principles of Management | Core | 4 | Management Concepts, Planning, Organizing, Staffing, Directing, Controlling |
| 21BBA104 | Financial Accounting | Core | 4 | Accounting Principles, Journal, Ledger, Trial Balance, Final Accounts, Depreciation |
| 21BBA105 | Computer Applications in Business | Core | 4 | MS Office, Internet and E-commerce, Database Management, Data Security, Operating Systems |
| 21BA106 | Environmental Studies | Ability Enhancement Compulsory Course (AECC) | 2 | Natural Resources, Ecosystems, Biodiversity, Environmental Pollution, Social Issues and Environment |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21BBA201 | Professional English II | Core | 3 | Advanced Reading, Writing Reports, Presentation Skills, Group Discussion, Interview Skills |
| 21BBA202 | Business Statistics | Core | 4 | Measures of Central Tendency, Dispersion, Probability, Correlation, Regression, Time Series |
| 21BBA203 | Organizational Behavior | Core | 4 | Perception, Learning, Motivation, Leadership, Group Dynamics, Stress Management |
| 21BBA204 | Corporate Accounting | Core | 4 | Shares and Debentures, Company Accounts, Amalgamation, Absorption, Internal Reconstruction |
| 21BBA205 | Digital Marketing | Core | 4 | SEO, SEM, Social Media Marketing, Content Marketing, Email Marketing, Web Analytics |
| 21BA206 | Indian Constitution | Ability Enhancement Compulsory Course (AECC) | 2 | Preamble, Fundamental Rights, Directive Principles, Union and State Government, Judiciary |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21BBA301 | Research Methods for Business | Core | 4 | Research Design, Data Collection, Sampling, Data Analysis, Report Writing, Ethics in Research |
| 21BBA302 | Marketing Management | Core | 4 | Marketing Environment, Market Segmentation, Product Life Cycle, Pricing Strategies, Promotion Mix, Distribution Channels |
| 21BBA303 | Human Resource Management | Core | 4 | HR Planning, Recruitment, Selection, Training and Development, Performance Appraisal, Compensation |
| 21BBA304 | Principles of Banking and Insurance | Core | 4 | Types of Banks, Banking Operations, Insurance Principles, Life Insurance, General Insurance, IRDA |
| 21BBA305 | Entrepreneurship Development | Core | 4 | Entrepreneurial Traits, Business Idea Generation, Business Plan, Funding, Legal Aspects, MSME |
| 21BA306 | Value Education | Skill Enhancement Course (SEC) | 2 | Values and Ethics, Self-Management, Interpersonal Skills, Professional Ethics, Social Responsibility |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21BBA401 | Operations Management | Core | 4 | Production Planning, Inventory Management, Quality Control, Supply Chain Management, Project Management |
| 21BBA402 | Financial Management | Core | 4 | Capital Budgeting, Working Capital Management, Cost of Capital, Capital Structure, Dividend Policy |
| 21BBA403 | Business Law | Core | 4 | Contract Act, Sale of Goods Act, Consumer Protection Act, Company Law, Negotiable Instruments Act |
| 21BBA404 | Management Information System | Core | 4 | Information Systems, Database Management, Decision Support Systems, E-commerce, Data Analytics |
| 21BBA405 | International Business | Core | 4 | Globalization, Trade Theories, International Trade Barriers, Foreign Exchange, MNCs, International Marketing |
| 21BA406 | Professional Ethics and Human Values | Skill Enhancement Course (SEC) | 2 | Ethical Theories, Business Ethics, Corporate Governance, Professionalism, Human Rights, Environmental Ethics |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21BBA501 | Investment Management | Core | 4 | Investment Avenues, Risk and Return, Portfolio Management, Fundamental Analysis, Technical Analysis |
| 21BBA502 | Retail Management | Core | 4 | Retail Formats, Store Location, Merchandising, Retail Pricing, Customer Service, Retail Technology |
| 21BBA503 | Entrepreneurial Finance | Core | 4 | Startup Funding, Venture Capital, Angel Investors, Financial Planning for Startups, Valuation |
| 21BBAM11 | Consumer Behaviour | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Consumer Decision Process, Psychological Influences, Social Influences, Cultural Influences, Consumer Research |
| 21BBAM12 | Advertising and Sales Promotion | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Advertising Objectives, Media Planning, Creative Strategy, Sales Promotion Tools, Public Relations, Ethics in Advertising |
| 21BBAM13 | Rural Marketing | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Rural Environment, Rural Consumer Behavior, Product Strategy for Rural Markets, Pricing, Distribution, Communication Strategy |
| 21BBAM14 | Services Marketing | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Nature of Services, Service Quality, Service Design, Pricing Services, Promotion of Services, Customer Relationship Management |
| 21BBAM15 | Customer Relationship Management | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | CRM Concepts, CRM Process, Customer Acquisition, Customer Retention, CRM Technologies, Data Analytics in CRM |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 21BBA601 | Strategic Management | Core | 4 | Strategic Planning, Environmental Scanning, SWOT Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| 21BBAM21 | Digital Marketing Strategies | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Advanced SEO, SEM Campaigns, Social Media Analytics, Content Strategy, Mobile Marketing, Digital PR |
| 21BBAM22 | Brand Management | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Brand Identity, Brand Positioning, Brand Equity, Brand Extension, Brand Revitalization, Brand Licensing |
| 21BBAM23 | International Marketing | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Global Marketing Environment, Market Entry Strategies, International Product Decisions, Pricing, Distribution, Promotion |
| 21BBAM24 | Marketing Analytics | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Marketing Metrics, Data Visualization, Predictive Modeling, Customer Segmentation, Campaign Optimization, ROI Analysis |
| 21BBAM25 | Sales and Distribution Management | Discipline Specific Elective Course (DSEC) - Marketing Management | 4 | Sales Forecasting, Sales Force Management, Channel Design, Channel Management, Logistics, Retail Distribution |
| 21BBA602 | Project Work | Core | 6 | Problem Identification, Literature Review, Methodology, Data Collection, Data Analysis, Report Writing, Presentation |
