Course Structure Overview
The Marketing program at Prayaga Institute of Management Studies is structured over eight semesters, with a carefully balanced mix of core courses, departmental electives, science electives, and laboratory components. Each semester is designed to build upon the previous one, ensuring that students acquire both foundational knowledge and specialized skills.
| Semester | Course Code | Course Title | Credit Structure (L-T-P-C) | Prerequisite |
|---|---|---|---|---|
| I | MKT101 | Introduction to Marketing | 3-1-0-4 | - |
| I | MKT102 | Business Communication | 3-0-0-3 | - |
| I | MKT103 | Statistics for Marketing | 3-0-0-3 | - |
| I | MKT104 | Consumer Psychology | 3-0-0-3 | - |
| I | MKT105 | Business Economics | 3-0-0-3 | - |
| I | MKT106 | Marketing Lab I | 0-0-3-1 | - |
| II | MKT201 | Product Management | 3-1-0-4 | MKT101 |
| II | MKT202 | Pricing Strategies | 3-1-0-4 | MKT105 |
| II | MKT203 | Advertising & Promotion | 3-1-0-4 | MKT101 |
| II | MKT204 | Market Research | 3-1-0-4 | MKT103 |
| II | MKT205 | Marketing Analytics | 3-1-0-4 | MKT103 |
| II | MKT206 | Marketing Lab II | 0-0-3-1 | - |
| III | MKT301 | Digital Marketing | 3-1-0-4 | MKT203 |
| III | MKT302 | Brand Strategy | 3-1-0-4 | MKT201 |
| III | MKT303 | Sales Management | 3-1-0-4 | MKT201 |
| III | MKT304 | International Marketing | 3-1-0-4 | MKT205 |
| III | MKT305 | E-commerce Strategy | 3-1-0-4 | MKT301 |
| III | MKT306 | Marketing Lab III | 0-0-3-1 | - |
| IV | MKT401 | Customer Relationship Management | 3-1-0-4 | MKT204 |
| IV | MKT402 | Sustainable Marketing | 3-1-0-4 | MKT201 |
| IV | MKT403 | Marketing Research | 3-1-0-4 | MKT204 |
| IV | MKT404 | Strategic Marketing | 3-1-0-4 | MKT205 |
| IV | MKT405 | Advanced Analytics in Marketing | 3-1-0-4 | MKT205 |
| IV | MKT406 | Marketing Lab IV | 0-0-3-1 | - |
| V | MKT501 | Research Methods in Marketing | 3-1-0-4 | MKT403 |
| V | MKT502 | Marketing Innovation | 3-1-0-4 | MKT404 |
| V | MKT503 | Cross-Cultural Marketing | 3-1-0-4 | MKT304 |
| V | MKT504 | Marketing Ethics & CSR | 3-1-0-4 | MKT201 |
| V | MKT505 | Product Development | 3-1-0-4 | MKT201 |
| V | MKT506 | Marketing Lab V | 0-0-3-1 | - |
| VI | MKT601 | Strategic Brand Management | 3-1-0-4 | MKT502 |
| VI | MKT602 | Marketing Analytics & Predictive Modeling | 3-1-0-4 | MKT405 |
| VI | MKT603 | Global Marketing Strategy | 3-1-0-4 | MKT304 |
| VI | MKT604 | Sales & Distribution | 3-1-0-4 | MKT303 |
| VI | MKT605 | Marketing Communication | 3-1-0-4 | MKT203 |
| VI | MKT606 | Marketing Lab VI | 0-0-3-1 | - |
| VII | MKT701 | Marketing Capstone Project | 3-0-0-6 | MKT501 |
| VII | MKT702 | Industry Internship | 0-0-0-12 | - |
| VIII | MKT801 | Advanced Marketing Research | 3-1-0-4 | MKT501 |
| VIII | MKT802 | Marketing Leadership | 3-1-0-4 | MKT701 |
| VIII | MKT803 | Entrepreneurship in Marketing | 3-1-0-4 | MKT502 |
| VIII | MKT804 | Marketing Trends & Innovations | 3-1-0-4 | MKT601 |
| VIII | MKT805 | Final Thesis | 0-0-0-12 | - |
| VIII | MKT806 | Marketing Lab VII | 0-0-3-1 | - |
Advanced Departmental Electives
Below are detailed descriptions of key departmental elective courses that provide specialized knowledge and skill development:
Digital Marketing
This course explores the digital ecosystem, focusing on online advertising platforms, social media strategies, email marketing, SEO/SEM optimization, and performance tracking. Students learn to design and execute integrated digital campaigns using tools like Google Ads, Facebook Ads Manager, and HubSpot.
Brand Strategy
Focused on building long-term brand equity through strategic planning, identity development, and communication frameworks. The course integrates case studies from global brands and emphasizes the role of storytelling in brand positioning.
Sales Management
This elective provides insights into sales forecasting, team management, CRM systems, negotiation tactics, and customer retention strategies. It includes simulations and real-world projects with industry partners.
International Marketing
Students examine cross-cultural marketing challenges, international market entry strategies, regulatory compliance, and global branding practices. The course features guest lectures from international marketers and field trips to multinational corporations.
E-commerce Strategy
This course analyzes the evolution of e-commerce platforms, including mobile commerce, omnichannel retailing, customer journey mapping, and logistics optimization. Students engage in live projects with e-commerce firms to understand operational complexities.
Marketing Research
A comprehensive study of qualitative and quantitative research methodologies used in marketing, including survey design, focus group analysis, experimental design, and statistical software applications like SPSS and R.
Customer Relationship Management
Explores CRM systems, customer segmentation, loyalty programs, and retention strategies. The course includes hands-on experience with Salesforce and other CRM platforms to enhance student understanding of data-driven relationship building.
Sustainable Marketing
Addresses the growing importance of sustainability in marketing practices, covering eco-labeling, green branding, corporate social responsibility, and stakeholder engagement. Students work on projects that integrate environmental considerations into marketing strategies.
Marketing Analytics & Predictive Modeling
Introduces advanced analytics techniques for marketing decision-making, including predictive modeling, machine learning algorithms, customer lifetime value analysis, and behavioral segmentation. Students use Python and Tableau to analyze large datasets.
Strategic Marketing
This course delves into long-term marketing strategy formulation, competitive analysis, portfolio planning, and resource allocation. It emphasizes strategic thinking through case studies and interactive workshops led by industry professionals.
Project-Based Learning Philosophy
The department believes that project-based learning is essential for developing critical thinking and practical skills in marketing. The program incorporates both mini-projects and a final-year capstone project to ensure students gain comprehensive experience in solving real-world marketing challenges.
Mini Projects
Throughout the program, students complete several mini-projects that align with specific course objectives. These projects are evaluated based on innovation, implementation quality, and team collaboration. Examples include developing a product launch strategy for a fictional brand or designing an advertising campaign for a local business.
Final-Year Capstone Project
The capstone project is a major component of the final year, requiring students to work in teams on a comprehensive marketing challenge provided by an industry partner. The project involves extensive research, strategic planning, execution, and presentation to stakeholders. Faculty mentors guide teams throughout the process, ensuring alignment with industry standards and best practices.
Project Selection Process
Students can propose their own ideas or select from a list of industry-provided challenges. The selection process involves faculty review, alignment with departmental expertise, and feasibility assessment. Each project team is assigned a faculty mentor who provides ongoing support and feedback.