UNDERGRADUATE PROGRAMS

Laying the foundation for the future

The major in Marketing allows students to develop an understanding in business management with special focus on marketing domain. The major in Marketing exposes students to multiple and critical areas in the subject right from the basics of Marketing management to understanding of Consumer Behavior and Business to Business marketing. The program is designed to develop analytical thinking among the management students and to sensitize them about the society and surrounding environment.

In the program the students are also exposed to a wide range of core courses through which they achieve a holistic learning of Business administration while focusing on an in-depth study of Marketing domain. The courses on marketing research, sales and distribution, integrated marketing communication, business marketing, services marketing and customer relationship management provides an extensive understanding of marketing function. Throughout the program a strategic and an application perspective has been incorporated and emphasized so as to provide the students with both a conceptual foundation along with an exposure to real life business scenarios. It also enables them to develop through such a study relevant competencies and skill sets  which would enhance thier employability and  are critical  to the smooth performance of any management function.

The program specific courses focus on refining the student's critical abilities by providing training in synthesis , critical analysis and  exposure to the basic courses in business management. The coruses are geared towards study of economics, accounting principles, and improving skills in the areas of  quantitative analysis, business communication and Organisational Behavior.  The course in marketing management aims to start developing the basic competencies in the area of corporate marketing.

The core  courses train students in various functional areas of Business management covering financial management, operations management, human resource management  and management information system supplemented by a study of business laws and business research methods. Along with electives in the field of business management, the students are also exposed to courses which expand the understanding of the marketing function from business and consumer perspectives. Capstone courses in business management like, corporate governance, ethics, and business strategy are also offered to develop a holistic and an integrated view of business, its ethical aspects and its effective governance. Besides this a project in the area of marketing domain is also incorporated to provide the students with exposure to real life applications in the domain and an overall understanding of the work environment.

Program Aims

The Marketing program intends to

  • Provide a thorough learning in multiple areas of knowledge through the core courses in the area of business management, history and management Information system
  • Enable the students to develop skill sets primarily communication and other soft skills relevant to the area of business management.
  • Develop the ability to work in teams and achieve common professional objectives.
  • Develop the understanding of planning, implementation and control of marketing operations in different type of business organizations.
  • Equip the students with deeper knowledge in the domain of marketing and prevalent practices in business to consumer and business to business marketing.
  • Develop the understanding of the dynamic marketing environment and its effect on conventional marketing practices.
  • Enable students to use consumer and market research knowledge in analysis and resolution of marketing problems.
  • Enable to conduct market, consumer, product and service analysis and develop the appropriate marketing strategy
  • Develop the understanding of globalization and its effect on marketing of goods and services.
  • Provide an opportunity to students to pursue further studies in any relevant area of business management ( Including but not limited to Marketing).

18 MAJOR COURSES

1. Principles of Management 7. Business Research Methods 13. Strategic Management
2. Quantitative Methods 8. Financial Management 14. Retail Management
3. Managerial Economics 9. Operations Management 15. Consumer Behavior
4. Marketing Management 10. Entrepreneurship and Creativity 16. Integrated Marketing Communications
5. People Management 11. Legal Aspects of Business 17. Sales & Distribution Management
6. Accounting for Managers 12. Business Ethics & Corporate Governance 18. Services Marketing & CRM

1. Principles of Management

This course provides an overview of the key domains of the field of management. It enables them to develop a holistic understanding of the functions involved in developing and managing organizations and prepares them for deeper exploration of the management domain in future.

2. Quantitative Methods

Modern management is increasingly adopting quantitative methods in making strategic decisions. Though the uncertainty in business environment is increasing, the available data for making decision is also increasing at an extremely high rate. Managers are required to collect, analyze and interpret mathematical output for making decisions. The course has been designed to develop familiarity with application of statistical methods in managerial problem solving and decision-making.

3. Managerial Economics

This course provides a solid foundation of economic understanding for use in managerial decision-making. The course provides students with a broad overview of both micro and macroeconomics and thus equips them with the knowledge, tools and techniques to make effective economic decisions under different business environments.

4. Marketing Management

This course provides a conceptual framework to the students to understand the function of marketing in an organization. The course makes them vigilant of the marketing happenings in the real world. It also helps students to apply the marketing concepts and theories to solve case studies and projects. In conclusion, the course builds a foundation of marketing function in an organization.

5. People Management

This course is an introduction to organizational behaviour and human resource management for undergraduates. It discusses behaviour in organizations at individual, group and organizational levels and the practices and tools for managing human resources effectively. It enables students to understand the underlying aspects that drive behaviour in organizations and what tools and practices can be employed to direct individual actions towards organizational objectives.

6. Accounting for Managers

Financial accounting provides the means of recording and reporting financial information in a business. Accounting plays a vital role as an information system for monitoring, problem solving and decision-making. This course provides the fundamentals of Financial Accounting and goes on to demonstrate how accounting fits into the overall business environment of an organization. In addition to this, Management Accounting systems, which have a strong internal focus can be effective tools in providing information that is useful in decision making at all levels in the organization. Management accountants play a strategic role in developing and providing both financial and non-financial information that is critical to the success of an organization.

7. Business Research Methods

The objective of the course is to enable students to understand the role and importance of research in improving managerial decisions when faced with uncertainty. Statistical methods are applied in all functional areas of business: accounting, finance, management, and marketing. The issue facing managers is not a shortage of information but how to use the available information to make better decisions. Statistical thinking includes the recognition that data are inherently variable and that the identification measurement, control, and reduction of variation provide opportunities for quality improvement.

8. Financial Management

This course in Financial Management provides a detailed understanding of the Finance Function and its interrelationship with other areas of Business. It seeks to develop the foundation for financial management concepts. It primarily helps the student to understand how businesses make investment, Financing, working capital management and dividend decisions and what are the key factors that influence these decisions

9. Operations Management

The aim of this course is to inculcate key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function. This course also helps students understand and appreciate the role of operations in the firm’s overall strategy and its interdependence with the other firm functions, learn the key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function in manufacturing and services firms and develop analytical and problem solving skills specific to operations area.

10. Entrepreneurship and Creativity

The 21st century has dawned with entrepreneurship as major force shaping the global economy. In today’s knowledge economy India is emerging as an ‘Entrepreneurial nation on a global map. At the heart of this entrepreneurial manifestation is the entrepreneurial mind set. Those who possess the spirit of enterprise have led, and will continue to lead, the economic revolution that has proved repeatedly to raise the standard of living for people everywhere. This course is broadly designed to help you join this revolution to bring about lasting, positive changes in your community, organization and around the world.
This interdisciplinary and integrated course thus tries to address two sets of students.
i) Those desirous of building entrepreneurial attitudes and behaviors which can be applied across careers and work setting leading to creative & innovative solutions within community and organizational environment;
ii) Those having immediate entrepreneurial aspirations or considering being involved in starting an entrepreneurial venture at some point of his or her career.  

11. Legal Aspects of Business

This course provides conceptual understanding and interpretation of business & economic legislations governing corporate environment and individual and corporate taxation. It aims to provide conceptual understanding and interpretation of business & economic legislations governing corporate environment and taxation for individual and corporate , appraise legal framework in India, provide an overview of important laws that have a bearing on the conduct of business in India, examine the various legal forms that a business entity can take and the relative advantages and disadvantages of each of these forms and understand various modes of dispute resolution in business transactions.

12. Business Ethics & Corporate Governance

The course is designed to develop a clear perspective on role of business and responsibility in society among students. It introduces student to ethical issues and dilemmas regarding what is right or wrong every day of working life. Understanding the responsibility of corporate boards and control mechanisms is essential to ensure prevention of irregular practices.

13. Strategic Management

The overall purpose of this course is to equip students of business management with the core concepts, frameworks and techniques of strategic management that will allow them to make better decisions both for their prospective companies and themselves. Strategic management is all about managing to achieve outstanding success; and the essential tasks of strategy are to identify the sources of superior business performance and implement a strategy that exploits these sources of superior performance. This course reaffirms the relationship between strategic planning, formulation and implementation. The practical and interwoven theoretical nature of class deliberations will cull out the deeper understanding of strategy in business. This course enable a student to build business decisions based on careful analysis of resources, capabilities, competition and environment.

14. Retail Management

This course tries to familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions. Retail offers very good opportunities for career and for entrepreneur. Retail is the touch point where sales person gets opportunity to meet customer. And based on this experience customer form an opinion about the Product and/or service. The course thus focuses on the retail industry and its role in dynamic future.

15. Consumer Behavior

Since time immemorial, humans are known to have specific choices about the way they live their lives, eat, and mingle with each other. These choices largely talk about the story of their personal or cultural or societal evolution. The needs of conformity to such set patterns in life have induced consumption of specific products or services in recent times. Businesses and new categories of products and services have emerged based on this premise. Marketers have increasingly taken help of these new evolved ways of living and captured it under behavioral studies. These consumer behavior studies help develop consumer insights which are increasingly being used by product managers, brand and communication managers, and advertising agencies and to a very large extent by the marketing managers. The most important and complex part of marketing is to understand not only the mind but also heart of the consumer. Consumer behavior, if predicted correctly can ease out all the difficult decisions of selling projections or advertisement effectiveness or economies of scale or efficient marketing. However, one rarely finds it happening smoothly as understanding and predicting consumers is difficult. This course therefore shall focus on providing you with the basic tools to better understand consumer behaviour towards building effective marketing strategies.

16. Integrated Marketing Communications

Integrated Marketing Communication (IMC) is a concept of integrating activities of marketing, selling, advertising, sales promotion, and other forms of Communication activities at the marketplace, to build and maintain brand value and brand equity for products and services. The Course is expected to offer an overall perspective of Marketing Communications and Promotion -- theory and practice - with activities including advertising, public relations, sales promotion, events, personal selling, direct marketing, and on-line promotion for overall effectiveness and success of the brand and the marketing company.

17. Sales & Distribution Management

The course will offer students learning on real-life and theoretical principles and strategies of company Sales and Salesmanship, and Distribution Channels at the marketplace. It will deal with as well as give the learner actionable challenges and opportunities of the sales function, in the context of Indian companies and products/brands, from a practical and result oriented standpoint.
The course will attempt to give students intimate insights into actual situations and cases, enabling them to systematically understand and improve their selling skills and knowledge in practical and functional areas of the actual business situations. It will help them in problem diagnosis and taking decisions in light of the various facts and facets of situations and cases.

 

18. Services Marketing & CRM

The contribution of services to the Indian economy is more than 55%. This makes services the largest contributor to the GDP of the country and its importance is only growing by the day. This course is designed to give students of marketing focus on knowledge needed to implement service strategies for competitive advantage across industries.

14 MINOR COURSES

Principles of Management

Accounting for Managers

Consumer Behavior

Quantitative Methods

Financial Management

Integrated Marketing Communications

Managerial Economics

Operations Management

Sales & Distribution Management

Marketing Management

Entrepreneurship and Creativity

Services Marketing & CRM

People Management

Retail Management

 

 

1. Principles of Management

This course provides an overview of the key domains of the field of management. It enables them to develop a holistic understanding of the functions involved in developing and managing organizations and prepares them for deeper exploration of the management domain in future.

2. Quantitative Methods

Modern management is increasingly adopting quantitative methods in making strategic decisions. Though the uncertainty in business environment is increasing, the available data for making decision is also increasing at an extremely high rate. Managers are required to collect, analyze and interpret mathematical output for making decisions. The course has been designed to develop familiarity with application of statistical methods in managerial problem solving and decision-making.

3. Managerial Economics

This course provides a solid foundation of economic understanding for use in managerial decision-making. The course provides students with a broad overview of both micro and macroeconomics and thus equips them with the knowledge, tools and techniques to make effective economic decisions under different business environments.

4. Marketing Management

This course provides a conceptual framework to the students to understand the function of marketing in an organization. The course makes them vigilant of the marketing happenings in the real world. It also helps students to apply the marketing concepts and theories to solve case studies and projects. In conclusion, the course builds a foundation of marketing function in an organization.

5. People Management

This course is an introduction to organizational behaviour and human resource management for undergraduates. It discusses behaviour in organizations at individual, group and organizational levels and the practices and tools for managing human resources effectively. It enables students to understand the underlying aspects that drive behaviour in organizations and what tools and practices can be employed to direct individual actions towards organizational objectives.

6. Accounting for Managers

Financial accounting provides the means of recording and reporting financial information in a business. Accounting plays a vital role as an information system for monitoring, problem solving and decision-making. This course provides the fundamentals of Financial Accounting and goes on to demonstrate how accounting fits into the overall business environment of an organization. In addition to this, Management Accounting systems, which have a strong internal focus can be effective tools in providing information that is useful in decision making at all levels in the organization. Management accountants play a strategic role in developing and providing both financial and non-financial information that is critical to the success of an organization.

7. Financial Management

This course in Financial Management provides a detailed understanding of the Finance Function and its interrelationship with other areas of Business. It seeks to develop the foundation for financial management concepts. It primarily helps the student to understand how businesses make investment, Financing, working capital management and dividend decisions and what are the key factors that influence these decisions

8. Operations Management

The aim of this course is to inculcate key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function. This course also helps students understand and appreciate the role of operations in the firm’s overall strategy and its interdependence with the other firm functions, learn the key concepts, basic issues, capabilities, limitations, and tools/technologies related to the operations function in manufacturing and services firms and develop analytical and problem solving skills specific to operations area.

9. Entrepreneurship and Creativity

The 21st century has dawned with entrepreneurship as major force shaping the global economy. In today’s knowledge economy India is emerging as an ‘Entrepreneurial nation on a global map. At the heart of this entrepreneurial manifestation is the entrepreneurial mind set. Those who possess the spirit of enterprise have led, and will continue to lead, the economic revolution that has proved repeatedly to raise the standard of living for people everywhere. This course is broadly designed to help you join this revolution to bring about lasting, positive changes in your community, organization and around the world.
This interdisciplinary and integrated course thus tries to address two sets of students.
i) Those desirous of building entrepreneurial attitudes and behaviors which can be applied across careers and work setting leading to creative & innovative solutions within community and organizational environment;

ii) Those having immediate entrepreneurial aspirations or considering being involved in starting an entrepreneurial venture at some point of his or her career.  

10. Retail Management

This course tries to familiarize students with the decisions involved in running a retail firm and the concepts and principles for making those decisions. Retail offers very good opportunities for career and for entrepreneur. Retail is the touch point where sales person gets opportunity to meet customer. And based on this experience customer form an opinion about the Product and/or service. The course thus focuses on the retail industry and its role in dynamic future.

11. Consumer Behavior

Since time immemorial, humans are known to have specific choices about the way they live their lives, eat, and mingle with each other. These choices largely talk about the story of their personal or cultural or societal evolution. The needs of conformity to such set patterns in life have induced consumption of specific products or services in recent times. Businesses and new categories of products and services have emerged based on this premise. Marketers have increasingly taken help of these new evolved ways of living and captured it under behavioral studies. These consumer behavior studies help develop consumer insights which are increasingly being used by product managers, brand and communication managers, and advertising agencies and to a very large extent by the marketing managers. The most important and complex part of marketing is to understand not only the mind but also heart of the consumer. Consumer behavior, if predicted correctly can ease out all the difficult decisions of selling projections or advertisement effectiveness or economies of scale or efficient marketing. However, one rarely finds it happening smoothly as understanding and predicting consumers is difficult. This course therefore shall focus on providing you with the basic tools to better understand consumer behaviour towards building effective marketing strategies.

12. Integrated Marketing Communications

Integrated Marketing Communication (IMC) is a concept of integrating activities of marketing, selling, advertising, sales promotion, and other forms of Communication activities at the marketplace, to build and maintain brand value and brand equity for products and services. The Course is expected to offer an overall perspective of Marketing Communications and Promotion -- theory and practice - with activities including advertising, public relations, sales promotion, events, personal selling, direct marketing, and on-line promotion for overall effectiveness and success of the brand and the marketing company.

13. Sales & Distribution Management

The course will offer students learning on real-life and theoretical principles and strategies of company Sales and Salesmanship, and Distribution Channels at the marketplace. It will deal with as well as give the learner actionable challenges and opportunities of the sales function, in the context of Indian companies and products/brands, from a practical and result oriented standpoint.
The course will attempt to give students intimate insights into actual situations and cases, enabling them to systematically understand and improve their selling skills and knowledge in practical and functional areas of the actual business situations. It will help them in problem diagnosis and taking decisions in light of the various facts and facets of situations and cases.

14. Services Marketing & CRM

The contribution of services to the Indian economy is more than 55%. This makes services the largest contributor to the GDP of the country and its importance is only growing by the day. This course is designed to give students of marketing focus on knowledge needed to implement service strategies for competitive advantage across industries.