UNDERGRADUATE PROGRAM

Turning Passion to Purpose

Marketing as a field of study has grown from initially being a critical aspect to currently the core of businesses. The emergence of marketing, as we see today, is a result of several eras of evolutionary processes. Marketing as a subject is an amalgamation of several other organic areas of study like economics, sociology, psychology, and study of changing patterns in the anthropology of specific cultures. It makes the subject quite dynamic and demands the students of this subject to be highly vigilant of the happenings in the surrounding markets.

Across the globe, Marketing is one of the most sought after areas of study owing to its highly exciting nature. As an essential aspect of any business across sectors, almost all types of organizations are looking out for good marketers. They are well versed in the field of marketing and have a thorough understanding of strategic decision making at a business operations level as well as the customer satisfaction level.

The Marketing Specialisation prepares the student to think like marketing or brand or sales manager. It enables the student to develop a creative mindset to understand and solve problems in different possible ways using various tools and models. It also prepares them to understand and adapt information systems to integrate with making correct decisions. The course also makes the students work in teams to bring forth the cross-functional nature of Marketing. Different aspects of marketing need to be discussed with other areas of an organization before making a final decision. Thus the Area prepares students to work in cross-functional teams as project leaders or team members as well.

The courses go beyond the mere introduction of concepts and frameworks and include applications through experiential learning, continuous improvement, and innovation. Sustainable growth is one of the focal points of doing business, and marketing also develops social commitment skills in the student as a thought process.

The specialisation courses start in the second year with one gateway course to expose students to the Area and make an informed decision to pursue marketing as a Major or as a Minor. More courses are introduced in the third year.

PROGRAM AIMS

The Marketing Specialisation intends to:

  • Develop an innovative mindset in students whereby they can do parallel and out of box thinking for finding solutions in the marketplace.
  • Provide students an understanding of the concepts, relevant theoretical frameworks, and models to be well versed with marketers' vocabulary and action points.
  • Develop competencies to become a competent and confident sales and marketing person
  • Help students develop their creative ability to generate business ideas and enable students to convert them into viable, scalable and sustainable business opportunities
  • Equip students to how to deliver superior customer experiences that can build and strengthen competitive advantage.
  • Develop an integrated approach to understand and drive sustainable growth in the long run.
  • Equip students with importance and application of market research in creating accurate targeting, positioning and effective communication plan
  • Educate students on the various financial aspects needed for creating a good pricing strategy.
  • Educate students on the need to create lasting customer advantage and using tools like customer lifetime value
  • Equip students to manage the marketing of global companies
  • Appreciate the importance of consumer and B2B/ institutional markets
  • Understand the characteristics of doing business and marketing in rural markets and with people at the bottom-of-the-pyramid

MAJOR OUTCOMES

After successful completion of the Major, the student will be able to,

  • Demonstrate basic knowledge in accounting, economics, finance, management, entrepreneurship, and marketing in application of concepts and theories. 
  • Integrate the concepts of the core areas of business and apply it in various contexts.
  • Understand the importance of  ethics in business activities.
  • Define the principles and concepts of marketing
  • Discuss the importance of marketing in business strategy and cross-functional role of marketing in business
  • Construct an effective marketing strategy, including a marketing mix, for a product/service
  • Classify and understand the segmentation methods
  • Demonstrate how to use market research to improve decision making
  • Apply knowledge of the consumer decision process to construct effective marketing campaigns and strategies
  • Construct effective marketing communication plan
  • Develop an effective plan for a new product launch
  • Design a pricing plan
  • Design an effective channel of distribution and logistics
  • Compare marketing processes in a different type of firms using a case-based approach
  • Discuss new-age and digital marketing strategies

MINOR OUTCOMES

After successful completion of the Minor, the student will be able to,

  • Define and understand key concepts of marketing
  • Demonstrate understanding of STP and marketing mix
  • Examine the innovative practices of marketing
  • Compare and contrast the role of marketing and selling
  • Demonstrate the use of consumer insights in creating marketing plans
  • Develop an awareness of the connection between marketing communication tools and how each can use effectively
  • Understand the new product development process for a new age and digital marketing firms
  • Demonstrate understanding of distribution networks and retail formats
  • Discuss International and Global markets
  • Understand how to create effective marketing strategies for competitive advantage and sustainable growth

 

COURSES (CORE AND ELECTIVE)

35 MAJOR COURSES

Introduction to Operations Research Financial Management Consumer Demand Analytics with Big Data
Introduction to Finance and Accounting Consumer Behaviour New Product Development
Consumer & Markets Product & Brand Management Luxury Branding
Introduction to People Management Design Thinking for Managers Luxury Merchandising
Introduction to Entrepreneurship & Family Business Business Ethics and Corporate Governance Industrial Marketing *
Introduction to Spreadsheet Modeling Sales and Distribution Management Neuro Marketing And Artificial Intelligence *
Introduction to Quantitative Methods Marketing Research and Consumer Insights Gamification *
Managerial Economics Services Marketing Marketing Innovation *
Accounting for Managers Negotiations Sustainability And Green Marketing *
Marketing Management Business Innovation, Entrepreneurship and Strategy Rural Marketing And Bottom Of Pyramid Markets *
Organisational Behaviour Integrated Marketing Communications Entertainment, Media & Sports Marketing *
Research Methods for Managers Retail Management  

* 4th year undergraduate courses

Introduction to Operations Research

The course exposes students to fundamental optimization procedures and techniques to attain skills at structuring business problems and modelling them as a mathematical program, microsoft excel to solve such models, interpret solutions and use the solutions to answer the business problem. The focus of this course will be on applications of quantitative methods in modelling business situations.

Introduction to Finance and Accounting

The course is aimed at baptizing the students to the vocabularies of accounting theories and practices. Beginning with the accounting concepts, introducing the basic tenets in maintaining the books of accounts, the course finally culminates into the preparation of the financial statements like income statement, balance sheet as well as the cash flow statement. It also covers the bank reconciliation statement and bills of exchange.

Consumers and markets

This course provides a conceptual framework to the students to understand the various dimensions of marketing as a discipline. It focuses on exploring various aspects of marketing, markets, consumers, their shopping behaviour and motivations. It gives broad understanding of the exciting world of shop, shopping and shopper.

Introduction to people management

This course introduces the basic context, concepts and importance of people management in organizations to students. It incorporates application of psychological and sociological concepts to provide understanding about how people work in organizations. The course familiarizes students with the fundamental ideas of organizational behavior and human resource management and prepares them for the advanced courses under the specialisation. It is designed as an essential first course for students of management and entrepreneurship, to familiarise them with the practices of managing people in organizations.

Introduction to entrepreneurship & family business

This course introduces students to entrepreneurship and family businesses. It provides an overview on how they come into being, their perspective on the ecosystem, their mindset and how they manage their enterprises.

Introduction to spreadsheet modelling

This course deals with the use of the spreadsheet to solve managerial problems. It merely highlights the use of microsoft excel as an aid in formulating business problems and invoking appropriate functions to resolve them.

Introduction to quantitative methods

This course is designed to give undergraduate students an introduction to decision making. The use of quantitative techniques is increasingly being adopted in all areas of human endeavour. The need to collect, analyze and interpret mathematical output is increasingly being appreciated for arriving at conclusions or in strategic decision making. This course will deal with fundamental concepts required to model, analyse and solve quantitative problems arising in any discipline. A student undertaking this course can have little to no formal introduction to mathematics and statistics at the higher secondary level.

Managerial economics

This course provides a foundation of economic theories and models for use in managerial decision-making.  The course provides students with an overview of theories of demand, supply, production and competition and equips them with the tools and techniques to make effective economic decisions under different business environments.

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.

Marketing management

This course provides a conceptual framework to the students to understand the function of marketing in an organization. The course helps students to apply the marketing concepts and theories to solve case studies and projects. The course makes them vigilant of the marketing happenings in the real world and therefore importance of creating effective marketing strategies.

Organisational behavior

This course is an introduction to organizational behaviour for undergraduates. It discusses behaviour in organizations at individual, group & organizational levels and provides an understanding of the underlying aspects that drive behavior. It provides insights into the different theories and their application in the organizational context. It also enables students to understand the utilisation of different tools and practices in directing individual actions towards organizational objectives.

Research methods in management

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. Research methods are applied in all functional areas of business viz. Operation management, accounting, finance and marketing. The issue facing managers is not a shortage of information but how to use the available information to make better decisions. Learning this course helps students recognise that data are inherently variable and that the identification measurement, control, and reduction of variation provide opportunities for quality improvement.

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.

Design thinking for managers

Design thinking (dt)  is a powerful tool to tackle the unstructured & the unknown. Dt is a ‘human centered’ approach to problem solving which emerged at stanford in the 1960’s primarily as a systematic, immersive approach to product design. In recent years, it was found that these approaches can be extended to a wide category of ill-structured, real-world problems, both in emerging and developed markets alike. Dt is getting increasingly popular not only across top corporates, but also in rural, semi-urban and underserved sections of society. Given the diversity of challenges that we face today, it therefore becomes necessary to have thinkers and doers who can focus on addressing such challenges. Dt helps in building those capabilities.

Business ethics and corporate governance

The course aims to develop in the student a clear perspective on the role and responsibilities of business in society. It helps the student understand the role of ethics in business. It also dwells on corporate governance frameworks and their relevance to contemporary business environment.

Business innovation, entrepreneurship and strategy

The course is designed to expose the student to innovation and its application in entrepreneurship. Today it is the use of innovation in entrepreneurship that makes companies to sustain and pose a threat for competitors. This course will enable students to understand the dynamic nature of the environment and the need for being innovative. In this course, the emphasis is not on filling in frameworks. On the contrary, students will be taught to exhibit unconventional thinking and link it to entrepreneurship. The practical and interwoven theoretical nature of class deliberations will cull out the deeper understanding of entrepreneurship. This course enables a student to understand the role of innovation at different fronts such as product, process, business model etc. 

Consumer behavior

This course is designed to give students an understanding of consumer behaviour for the purpose of developing effective marketing strategy. The range of topics to be covered will include: theories of consumer behaviour involving concepts such as perception, motivation, attitude formation and change, personality, values, learning, and cultural aspects that influence the decision-making process. This course will therefore help in understanding the consumer better.

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.

Marketing research and consumer insights

This course helps in understanding the nature and scope of marketing research in marketing management decisions. It showcases how to support marketing decisions with technical, research and managerial skills. It develops an appreciation for various concepts pertaining to research process and data analysis. It helps in comprehending the underlying patterns or relationships for a large number of variables. Finally, it helps in understanding the significance of preliminary data analysis and application of advanced analytical methods.

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.

Product and brand management

An idea is incomplete without taking it forward to a product or an app. The success rate of products launched in the market is less than 8 %. This course helps understand the role of a Product Manager from marketing perspective and various other related aspects of decision making in product development. Product Management, thus proves to be an important and basic course for all those students who are seeking a career in product, marketing , brand, retail, sales and also product design or user interface design.

Retail management

Retailing is a foundational business of any economy. It is the engine through which goods and services are transacted at the marketplace. Retailing is emerging as a significant sector of indian economy and is expected to continue its growth trajectory. As such, understanding of retail and the various elements of a retail business is of great importance to a business student. The course thus focuses on the retail industry: both physical and online and it’s impact on the whole value chain. It is a highly experintial course which will be delivered through lectures, various field based assignments, case studies, simulations and presentations. 

Sales and 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.

Entertainment, media & sports marketing

This course will provide a fundamental understanding of the characteristics and marketing strategies related to the global industries of entertainment, media and sports. The growth in these industries have been fueled by their ability to innovate through cross-country and cross-industry expansion.

Marketing innovation 

This course will take a practical view of the diffusion of innovations. It will place emphasis on the analysis of the process involved in the marketing of innovation towards better decision making capabilities.the planning and implementation of delivery mechanisms for innovative products and services.

Sustainability and green marketing 

This course introduces the theories and framework of environmental sustainability through sustainable marketing values. Taking an ethical approach, it will focus on the industry and company’s responsibility towards the environment and society and also on the morality of marketing strategies.

Gamification

Gamification is the application of game-design elements, digital game design techniques and game principles in non-game contexts. It is also defined as a set of activities and processes to solve problems by using or applying the characteristics of game elements. Games and game-like elements have been used to educate, entertain and engage consumers with game elements such as points, badges, and leaderboards. The students will be exposed to frameworks related to games, game thinking and game designing towards gaining a holistic understanding of “gamification”. They will also work on creating gamified solutions to a variety of marketing issues.

Neuro marketing and artificial intelligence

The main purpose of this course is to provide fundamental knowledge and insights about human behaviour and ai and its relevance to marketing. It will cover topics like problem solving, reasoning, planning, natural language understanding, computer vision, automatic programming, machine learning etc. 

Industrial marketing

This course provides students a basic understanding of the concepts in business-to-business(b2b)/industrial  marketing. It will cover various aspects of the industrial marketing marketplace, introduce organisational buying behaviour perspectives, how to assess the market opportunity, and sales lifecycle management.

Rural marketing and bottom of pyramid markets

With economic progress, consumption in rural markets has been increasing year on year. This course provides an overview of rural markets and emerging perspectives of rural and bottom-of-pyramid marketing. It covers the essential elements for successful marketing of products and services to rural consumers and users. Topics covered include, the structure of  rural markets, understanding the consumer, marketing research for these markets, segmentation and other relevant topics.

24 MINOR COURSES

Introduction to Operations Research Marketing Management Consumer Demand Analytics with Big Data
Introduction to Finance and Accounting Consumer Behaviour New Product Development
Consumer & Markets Product & Brand Management Industrial Marketing *
Introduction to People Management Sales and Distribution Management Gamification *
Introduction to Entrepreneurship & Family Business Marketing Research and Consumer Insights Rural Marketing And Bottom Of Pyramid Markets *
Introduction to Spreadsheet Modeling Services Marketing Entertainment, Media & Sports Marketing *
Introduction to Quantitative Methods Integrated Marketing Communications  
Managerial Economics Retail Management  

* 4th year undergraduate courses

Introduction to operations research

The course exposes students to fundamental optimization procedures and techniques to attain skills at structuring business problems and modelling them as a mathematical program, microsoft excel to solve such models, interpret solutions and use the solutions to answer the business problem. The focus of this course will be on applications of quantitative methods in modelling business situations.

Introduction to finance and accounting

The course is aimed at baptizing the students to the vocabularies of accounting theories and practices. Beginning with the accounting concepts, introducing the basic tenets in maintaining the books of accounts, the course finally culminates into the preparation of the financial statements like income statement, balance sheet as well as the cash flow statement. It also covers the bank reconciliation statement and bills of exchange.

Consumers and markets

This course provides a conceptual framework to the students to understand the various dimensions of marketing as a discipline. It focuses on exploring various aspects of marketing, markets, consumers, their shopping behaviour and motivations. It gives broad understanding of the exciting world of shop, shopping and shopper.

Introduction to people management

This course introduces the basic context, concepts and importance of people management in organizations to students. It incorporates application of psychological and sociological concepts to provide understanding about how people work in organizations. The course familiarizes students with the fundamental ideas of organizational behavior and human resource management and prepares them for the advanced courses under the specialisation. It is designed as an essential first course for students of management and entrepreneurship, to familiarise them with the practices of managing people in organizations.

Introduction to entrepreneurship & family business

This course introduces students to entrepreneurship and family businesses. It provides an overview on how they come into being, their perspective on the ecosystem, their mindset and how they manage their enterprises.

Introduction to spreadsheet modelling

This course deals with the use of the spreadsheet to solve managerial problems. It merely highlights the use of microsoft excel as an aid in formulating business problems and invoking appropriate functions to resolve them.

Introduction to quantitative methods

This course is designed to give undergraduate students an introduction to decision making. The use of quantitative techniques is increasingly being adopted in all areas of human endeavour. The need to collect, analyze and interpret mathematical output is increasingly being appreciated for arriving at conclusions or in strategic decision making. This course will deal with fundamental concepts required to model, analyse and solve quantitative problems arising in any discipline. A student undertaking this course can have little to no formal introduction to mathematics and statistics at the higher secondary level.

Managerial economics

This course provides a foundation of economic theories and models for use in managerial decision-making.  The course provides students with an overview of theories of demand, supply, production and competition and equips them with the tools and techniques to make effective economic decisions under different business environments.

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.

Marketing management

This course provides a conceptual framework to the students to understand the function of marketing in an organization. The course helps students to apply the marketing concepts and theories to solve case studies and projects. The course makes them vigilant of the marketing happenings in the real world and therefore importance of creating effective marketing strategies.

Organisational behavior

This course is an introduction to organizational behaviour for undergraduates. It discusses behaviour in organizations at individual, group & organizational levels and provides an understanding of the underlying aspects that drive behavior. It provides insights into the different theories and their application in the organizational context. It also enables students to understand the utilisation of different tools and practices in directing individual actions towards organizational objectives.

Research methods in management

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. Research methods are applied in all functional areas of business viz. Operation management, accounting, finance and marketing. The issue facing managers is not a shortage of information but how to use the available information to make better decisions. Learning this course helps students recognise that data are inherently variable and that the identification measurement, control, and reduction of variation provide opportunities for quality improvement.

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.

Design thinking for managers

Design thinking (dt)  is a powerful tool to tackle the unstructured & the unknown. Dt is a ‘human centered’ approach to problem solving which emerged at stanford in the 1960’s primarily as a systematic, immersive approach to product design. In recent years, it was found that these approaches can be extended to a wide category of ill-structured, real-world problems, both in emerging and developed markets alike. Dt is getting increasingly popular not only across top corporates, but also in rural, semi-urban and underserved sections of society. Given the diversity of challenges that we face today, it therefore becomes necessary to have thinkers and doers who can focus on addressing such challenges. Dt helps in building those capabilities.

Business ethics and corporate governance

The course aims to develop in the student a clear perspective on the role and responsibilities of business in society. It helps the student understand the role of ethics in business. It also dwells on corporate governance frameworks and their relevance to contemporary business environment.

Business innovation, entrepreneurship and strategy

The course is designed to expose the student to innovation and its application in entrepreneurship. Today it is the use of innovation in entrepreneurship that makes companies to sustain and pose a threat for competitors. This course will enable students to understand the dynamic nature of the environment and the need for being innovative. In this course, the emphasis is not on filling in frameworks. On the contrary, students will be taught to exhibit unconventional thinking and link it to entrepreneurship. The practical and interwoven theoretical nature of class deliberations will cull out the deeper understanding of entrepreneurship. This course enables a student to understand the role of innovation at different fronts such as product, process, business model etc. 

Consumer behavior

This course is designed to give students an understanding of consumer behaviour for the purpose of developing effective marketing strategy. The range of topics to be covered will include: theories of consumer behaviour involving concepts such as perception, motivation, attitude formation and change, personality, values, learning, and cultural aspects that influence the decision-making process. This course will therefore help in understanding the consumer better.

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.

Marketing research and consumer insights

This course helps in understanding the nature and scope of marketing research in marketing management decisions. It showcases how to support marketing decisions with technical, research and managerial skills. It develops an appreciation for various concepts pertaining to research process and data analysis. It helps in comprehending the underlying patterns or relationships for a large number of variables. Finally, it helps in understanding the significance of preliminary data analysis and application of advanced analytical methods.

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.

Product and brand management

An idea is incomplete without taking it forward to a product or an app. The success rate of products launched in the market is less than 8 %. This course helps understand the role of a Product Manager from marketing perspective and various other related aspects of decision making in product development. Product Management, thus proves to be an important and basic course for all those students who are seeking a career in product, marketing , brand, retail, sales and also product design or user interface design.

Retail management

Retailing is a foundational business of any economy. It is the engine through which goods and services are transacted at the marketplace. Retailing is emerging as a significant sector of indian economy and is expected to continue its growth trajectory. As such, understanding of retail and the various elements of a retail business is of great importance to a business student. The course thus focuses on the retail industry: both physical and online and it’s impact on the whole value chain. It is a highly experintial course which will be delivered through lectures, various field based assignments, case studies, simulations and presentations. 

Sales and 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.

Entertainment, media & sports marketing

This course will provide a fundamental understanding of the characteristics and marketing strategies related to the global industries of entertainment, media and sports. The growth in these industries have been fueled by their ability to innovate through cross-country and cross-industry expansion.

Marketing innovation

This course will take a practical view of the diffusion of innovations. It will place emphasis on the analysis of the process involved in the marketing of innovation towards better decision making capabilities.the planning and implementation of delivery mechanisms for innovative products and services.

Sustainability and green marketing

This course introduces the theories and framework of environmental sustainability through sustainable marketing values. Taking an ethical approach, it will focus on the industry and company’s responsibility towards the environment and society and also on the morality of marketing strategies.

Gamification

Gamification is the application of game-design elements, digital game design techniques and game principles in non-game contexts. It is also defined as a set of activities and processes to solve problems by using or applying the characteristics of game elements. Games and game-like elements have been used to educate, entertain and engage consumers with game elements such as points, badges, and leaderboards. The students will be exposed to frameworks related to games, game thinking and game designing towards gaining a holistic understanding of “gamification”. They will also work on creating gamified solutions to a variety of marketing issues.

Neuro marketing and artificial intelligence

The main purpose of this course is to provide fundamental knowledge and insights about human behaviour and ai and its relevance to marketing. It will cover topics like problem solving, reasoning, planning, natural language understanding, computer vision, automatic programming, machine learning etc. 

Industrial marketing

This course provides students a basic understanding of the concepts in business-to-business(b2b)/industrial  marketing. It will cover various aspects of the industrial marketing marketplace, introduce organisational buying behaviour perspectives, how to assess the market opportunity, and sales lifecycle management.

Rural marketing and bottom of pyramid markets

With economic progress, consumption in rural markets has been increasing year on year. This course provides an overview of rural markets and emerging perspectives of rural and bottom-of-pyramid marketing. It covers the essential elements for successful marketing of products and services to rural consumers and users. Topics covered include, the structure of  rural markets, understanding the consumer, marketing research for these markets, segmentation and other relevant topics.