Comprehensive Course Structure
The Marketing program at Asbm University Bhubaneswar is structured over eight semesters, providing students with a balanced blend of theoretical knowledge and practical application. The curriculum includes core courses, departmental electives, science electives, and laboratory sessions designed to enhance technical and analytical capabilities.
| Semester | Course Code | Course Title | Credit Structure (L-T-P-C) | Prerequisites |
|---|---|---|---|---|
| 1 | MKTG101 | Introduction to Marketing | 3-0-0-3 | - |
| 1 | MKTG102 | Business Communication | 3-0-0-3 | - |
| 1 | MKTG103 | Consumer Psychology | 3-0-0-3 | - |
| 1 | MKTG104 | Introduction to Digital Tools | 2-0-2-3 | - |
| 1 | MKTG105 | Business Ethics and CSR | 3-0-0-3 | - |
| 1 | MKTG106 | Mathematics for Marketing | 3-0-0-3 | - |
| 2 | MKTG201 | Marketing Research Methods | 3-0-0-3 | MKTG101, MKTG103 |
| 2 | MKTG202 | Product Management | 3-0-0-3 | MKTG101 |
| 2 | MKTG203 | Brand Strategy | 3-0-0-3 | MKTG101 |
| 2 | MKTG204 | Sales Management | 3-0-0-3 | MKTG101 |
| 2 | MKTG205 | Data Analytics for Marketing | 2-0-2-3 | MKTG106 |
| 2 | MKTG206 | Marketing Lab Session | 0-0-4-2 | - |
| 3 | MKTG301 | Digital Marketing Strategy | 3-0-0-3 | MKTG201, MKTG203 |
| 3 | MKTG302 | E-commerce and Retail | 3-0-0-3 | MKTG202 |
| 3 | MKTG303 | Global Marketing | 3-0-0-3 | MKTG201 |
| 3 | MKTG304 | Customer Relationship Management | 3-0-0-3 | MKTG201 |
| 3 | MKTG305 | Marketing Innovation | 2-0-2-3 | MKTG201 |
| 3 | MKTG306 | Marketing Lab Session | 0-0-4-2 | - |
| 4 | MKTG401 | Advanced Brand Management | 3-0-0-3 | MKTG302, MKTG303 |
| 4 | MKTG402 | Marketing Analytics and AI | 3-0-0-3 | MKTG205 |
| 4 | MKTG403 | Sustainable Marketing | 3-0-0-3 | MKTG201 |
| 4 | MKTG404 | Product Development | 3-0-0-3 | MKTG202 |
| 4 | MKTG405 | Strategic Communication | 2-0-2-3 | MKTG102 |
| 4 | MKTG406 | Marketing Lab Session | 0-0-4-2 | - |
| 5 | MKTG501 | Research Project I | 3-0-0-3 | MKTG201, MKTG301 |
| 5 | MKTG502 | Marketing Internship | 0-0-6-4 | - |
| 5 | MKTG503 | Industry Case Studies | 3-0-0-3 | MKTG201, MKTG301 |
| 5 | MKTG504 | Consumer Behavior Analysis | 3-0-0-3 | MKTG103 |
| 5 | MKTG505 | Marketing Ethics and Compliance | 2-0-2-3 | MKTG105 |
| 5 | MKTG506 | Marketing Lab Session | 0-0-4-2 | - |
| 6 | MKTG601 | Research Project II | 3-0-0-3 | MKTG501 |
| 6 | MKTG602 | Capstone Project | 3-0-0-3 | MKTG501, MKTG503 |
| 6 | MKTG603 | Leadership in Marketing | 3-0-0-3 | MKTG202 |
| 6 | MKTG604 | Advanced Data Analytics | 3-0-0-3 | MKTG205 |
| 6 | MKTG605 | Global Brand Strategy | 3-0-0-3 | MKTG303 |
| 6 | MKTG606 | Marketing Lab Session | 0-0-4-2 | - |
| 7 | MKTG701 | Marketing Innovation and Entrepreneurship | 3-0-0-3 | MKTG602 |
| 7 | MKTG702 | Marketing in Emerging Markets | 3-0-0-3 | MKTG303 |
| 7 | MKTG703 | Advanced Consumer Insights | 3-0-0-3 | MKTG404 |
| 7 | MKTG704 | Marketing for Startups | 2-0-2-3 | MKTG602 |
| 7 | MKTG705 | Sustainable Branding | 3-0-0-3 | MKTG304 |
| 7 | MKTG706 | Marketing Lab Session | 0-0-4-2 | - |
| 8 | MKTG801 | Final Capstone Project | 3-0-0-3 | MKTG602, MKTG701 |
| 8 | MKTG802 | Industry Internship | 0-0-6-4 | - |
| 8 | MKTG803 | Marketing Portfolio Development | 3-0-0-3 | MKTG602, MKTG701 |
| 8 | MKTG804 | Leadership and Ethics in Marketing | 3-0-0-3 | MKTG505 |
| 8 | MKTG805 | Marketing Trends and Future Outlook | 2-0-2-3 | MKTG601 |
| 8 | MKTG806 | Marketing Lab Session | 0-0-4-2 |
Detailed Departmental Elective Courses
Advanced courses in the Marketing program are designed to provide specialized knowledge and skills tailored to specific areas of interest. Below are detailed descriptions of several departmental electives:
Digital Marketing Strategy
This course explores the strategic dimensions of digital marketing, including search engine optimization (SEO), social media strategy, email marketing, and performance analytics. Students learn how to develop comprehensive digital campaigns that align with overall business objectives while leveraging advanced tools and platforms.
Brand Management and Communication
Focused on building strong brand identities and effective communication strategies, this course covers branding frameworks, visual identity design, storytelling techniques, and integrated communication planning. Students engage in real-world projects with industry partners to enhance their practical expertise.
Consumer Behavior Analytics
This elective delves into the psychological and sociological factors that influence consumer decision-making processes. Utilizing data analytics and behavioral economics principles, students analyze consumer patterns and develop targeted marketing strategies based on empirical evidence.
E-commerce and Retail Marketing
Students gain insights into the rapidly evolving landscape of e-commerce and retail marketing. The course covers online customer acquisition, digital payment systems, inventory management, logistics optimization, and omnichannel retail strategies.
Marketing Research and Data Analysis
This course focuses on designing research methodologies, collecting and analyzing data using statistical software, and interpreting results to inform marketing decisions. Students learn to conduct surveys, focus groups, experiments, and use advanced analytical techniques.
Sustainable Branding and Corporate Responsibility
As sustainability becomes increasingly important in business, this course examines how brands can integrate environmental and social responsibility into their marketing strategies. Students explore corporate sustainability initiatives, green marketing practices, and ethical branding approaches.
Global Marketing and International Business
This course provides a global perspective on marketing by examining international markets, cultural differences, trade regulations, and cross-cultural communication. Students develop strategies for entering and succeeding in diverse global markets while adapting to local consumer preferences.
Customer Experience Design
Designed to enhance customer satisfaction and loyalty, this course explores the entire customer journey from initial contact through post-purchase interactions. Students learn to map customer experiences, identify pain points, and design seamless, personalized touchpoints using design thinking principles.
Product Development and Innovation
This elective focuses on the innovation process, including ideation, prototyping, testing, and commercialization of new products or services. Students work on real product development projects, applying creativity and technical skills to solve market challenges.
Strategic Communication and Public Relations
This course emphasizes the role of communication in shaping public perception and building brand reputation. Students learn about media relations, crisis communication, stakeholder engagement, and strategic messaging frameworks used by leading organizations.
Project-Based Learning Philosophy
The Marketing program at Asbm University Bhubaneswar embraces project-based learning as a cornerstone of its educational approach. Projects are designed to simulate real-world challenges faced by businesses, encouraging students to apply theoretical knowledge in practical contexts.
Mini-projects begin in the second year and continue through the academic journey, with each project building upon previous experiences. These projects typically involve working in teams to solve specific marketing problems for actual clients or companies within a specified timeframe.
The final-year thesis or capstone project is a significant undertaking that allows students to conduct an in-depth study on a chosen topic under the guidance of faculty mentors. This project integrates knowledge from multiple disciplines and culminates in a presentation to industry experts and academic peers.
Students are encouraged to select projects that align with their interests and career goals, ensuring personal investment and motivation throughout the process. Faculty members provide mentorship, resources, and feedback to support successful project completion.