Curriculum Overview
The Marketing program at Gurukul Kangri Vishwavidyalaya Faculty Of Management Studies is meticulously structured to ensure a seamless transition from foundational concepts to advanced specialization. The curriculum is designed to align with industry demands while fostering critical thinking, creativity, and ethical decision-making skills.
Year One focuses on building a strong foundation in business principles, economics, quantitative methods, and communication. Students are introduced to the core elements of marketing through courses such as Introduction to Marketing, Business Economics, Quantitative Methods for Business, and Business Communication.
Year Two builds upon these foundations by introducing students to consumer behavior, product management, strategic planning, digital marketing, and market segmentation. The emphasis during this period is on developing analytical skills and understanding the complexities of modern marketing environments.
Year Three delves into specialized areas such as brand management, international marketing, sales and distribution, retail marketing, and marketing analytics. Students engage in advanced topics that prepare them for leadership roles in diverse industries.
Year Four culminates with capstone projects and independent research, where students apply their knowledge to solve real-world marketing challenges. This phase emphasizes practical application, innovation, and preparation for post-graduation career paths or further academic pursuits.
Course Structure and Prerequisites
The curriculum is structured to ensure that students progress systematically through increasingly complex topics. Each course has specific prerequisites designed to build upon previously acquired knowledge and skills.
| Semester | Course Code | Course Title | Credits (L-T-P-C) | Prerequisite |
|---|---|---|---|---|
| I | MKT-101 | Introduction to Marketing | 3-1-0-4 | - |
| I | MKT-102 | Business Economics | 3-1-0-4 | - |
| I | MKT-103 | Quantitative Methods for Business | 3-1-0-4 | - |
| I | MKT-104 | Business Communication | 2-0-2-4 | - |
| I | MKT-105 | Introduction to Data Analysis | 3-1-0-4 | - |
| I | MKT-106 | Marketing Research Methodology | 3-1-0-4 | - |
| II | MKT-201 | Consumer Behavior | 3-1-0-4 | MKT-101 |
| II | MKT-202 | Product Management | 3-1-0-4 | MKT-101 |
| II | MKT-203 | Marketing Strategy | 3-1-0-4 | MKT-101 |
| II | MKT-204 | Digital Marketing Fundamentals | 3-1-0-4 | MKT-101 |
| II | MKT-205 | Business Law and Ethics | 3-1-0-4 | - |
| II | MKT-206 | Market Segmentation and Targeting | 3-1-0-4 | MKT-101 |
| III | MKT-301 | Brand Management | 3-1-0-4 | MKT-201 |
| III | MKT-302 | International Marketing | 3-1-0-4 | MKT-201 |
| III | MKT-303 | Sales and Distribution Management | 3-1-0-4 | MKT-201 |
| III | MKT-304 | Marketing Analytics | 3-1-0-4 | MKT-105 |
| III | MKT-305 | Strategic Brand Communication | 3-1-0-4 | MKT-201 |
| III | MKT-306 | Retail Marketing | 3-1-0-4 | MKT-201 |
| IV | MKT-401 | Marketing Research Project | 3-1-0-4 | MKT-206 |
| IV | MKT-402 | Capstone Project in Marketing | 3-1-0-4 | MKT-305 |
| IV | MKT-403 | Marketing Innovation and Entrepreneurship | 3-1-0-4 | MKT-302 |
| IV | MKT-404 | Consumer Insight Analysis | 3-1-0-4 | MKT-201 |
| IV | MKT-405 | Ethical Marketing Practices | 3-1-0-4 | - |
| IV | MKT-406 | Marketing in the Global Economy | 3-1-0-4 | MKT-302 |
Advanced Departmental Electives
To further enrich the learning experience, students can choose from a range of advanced departmental electives that offer specialized knowledge and skills. These courses are designed to keep pace with evolving industry trends and emerging technologies.
Digital Marketing Strategy: This course explores the integration of digital tools and platforms into marketing strategy. Students learn to develop and implement comprehensive digital campaigns using SEO, SEM, social media, email marketing, and content creation techniques. Real-world case studies from leading brands are analyzed to understand successful strategies.
Customer Relationship Management (CRM): The CRM course focuses on leveraging technology to enhance customer engagement and retention. Students study CRM software solutions, data analytics, and personalization strategies that enable organizations to deliver tailored experiences to customers.
Behavioral Economics in Marketing: This elective delves into how psychological factors influence consumer decision-making. Topics include cognitive biases, heuristics, emotions, and social influences that impact purchasing behavior. Students analyze real-world examples to understand how these concepts can be applied in marketing practice.
Marketing Analytics with Python: This course introduces students to data science techniques used in marketing analytics. Students learn to extract, clean, and analyze large datasets using Python libraries such as pandas, NumPy, and scikit-learn. The focus is on deriving actionable insights from customer data for strategic decision-making.
Influencer Marketing: This course examines the role of influencers in modern marketing strategies. Students study influencer selection criteria, campaign design, measurement techniques, and ethical considerations. Case studies from social media platforms like Instagram, TikTok, and YouTube provide practical insights into influencer engagement strategies.
Global Brand Management: The global brand management course explores the complexities of building and maintaining brands across different cultures and markets. Students analyze international branding strategies, cross-cultural communication, localization challenges, and regulatory compliance issues affecting global marketing efforts.
Product Launch Strategy: This elective focuses on the process of bringing new products to market. Students learn about product development cycles, go-to-market strategies, positioning, pricing, and promotional tactics used in successful product launches.
Sustainable Marketing: As sustainability becomes increasingly important in business practices, this course discusses how marketing can support environmental and social responsibility goals. Students explore green marketing, corporate social responsibility, and ethical consumption trends influencing consumer behavior.
Marketing Automation: This course covers automation tools used in marketing operations. Students learn about marketing automation platforms, workflow design, lead nurturing, and personalization strategies that optimize marketing efficiency and effectiveness.
Mobile Marketing: With mobile devices becoming primary means of accessing information, this course explores mobile-first marketing strategies. Topics include mobile app marketing, SMS campaigns, location-based services, and responsive design principles for mobile marketing.
Marketing Data Visualization: This elective teaches students how to communicate marketing findings effectively through visual representations. Using tools like Tableau, Power BI, and Excel, students create dashboards, charts, and reports that help stakeholders understand complex data trends and performance metrics.
Content Marketing Strategy: Content marketing plays a crucial role in modern business communications. This course covers content creation, distribution, SEO optimization, storytelling techniques, and metrics used to measure content success.
Marketing Innovation Management: Innovation is essential for staying competitive in fast-changing markets. This course explores innovation frameworks, ideation processes, design thinking, and organizational change management strategies that drive marketing innovation.
Consumer Psychology and Decision Making: Understanding the psychology behind consumer choices is fundamental to effective marketing. This course provides an in-depth look at cognitive processes, emotional triggers, and decision-making models that influence consumer behavior.
Market Research and Data Mining: This course focuses on collecting, analyzing, and interpreting market data using quantitative and qualitative research methods. Students learn about survey design, focus group techniques, data mining algorithms, and statistical analysis to support marketing decisions.
Advanced Branding Techniques: This elective dives deeper into branding strategies used by top global brands. Students study brand architecture, co-branding, licensing, and brand equity measurement techniques used by successful companies in various industries.
Project-Based Learning Philosophy
The department's philosophy on project-based learning emphasizes experiential education that integrates theory with real-world applications. Students are encouraged to take ownership of their learning by selecting projects aligned with their interests and career goals.
Mini-projects are introduced in the third semester, where students work in teams to address industry challenges provided by partner organizations. These projects are evaluated based on innovation, feasibility, impact, and presentation skills.
The final-year thesis or capstone project is a significant component of the curriculum, requiring students to conduct an independent research study under faculty supervision. This project allows students to explore areas of personal interest in depth, contributing original insights to the field of marketing.