Course Schedule Overview

Detailed Course Descriptions

The following advanced departmental elective courses are offered in the third and fourth years:

• Digital Marketing: This course explores the evolution of digital marketing, including social media strategy, search engine optimization (SEO), pay-per-click advertising (PPC), email marketing, influencer marketing, and conversion rate optimization. Students learn how to leverage data analytics to measure campaign effectiveness and optimize ROI.
• Marketing Analytics: This course focuses on statistical modeling, machine learning algorithms, and predictive analytics in marketing contexts. Students gain proficiency in using tools like Python, R, SQL, and advanced Excel for market segmentation, customer lifetime value modeling, churn prediction, and attribution modeling.
• Consumer Insights & Research: This elective emphasizes the application of qualitative and quantitative research methods to understand consumer behavior. Topics include survey design, ethnographic studies, focus group analysis, brand perception mapping, and cultural influences on purchasing decisions.
• International Marketing: Students study global market entry strategies, cross-cultural communication, international trade regulations, export planning, localization practices, and regional marketing variations. The course includes case studies from emerging economies and developing markets.
• Brand Management: This course covers brand architecture, identity design, brand communication, brand equity building, and crisis management. Students develop skills in brand positioning, brand portfolio strategy, and repositioning legacy brands for modern audiences.
• Sales & Distribution Management: The focus is on sales operations, channel management, retail strategy, partnership development, and distribution network optimization. Practical training includes negotiation techniques, relationship building, performance metrics analysis, and forecasting methods.
• Marketing Ethics & CSR: This course addresses ethical practices in marketing and corporate governance. Students examine case studies involving corporate scandals, sustainability initiatives, social impact campaigns, and regulatory compliance in global markets.
• Entrepreneurial Marketing: Designed for students interested in launching their ventures, this course covers startup funding, lean marketing, guerrilla marketing, viral marketing, branding for startups, and creating buzz around innovative offerings.
• Customer Experience Management: This elective focuses on designing and implementing customer-centric strategies that enhance satisfaction, loyalty, and advocacy. It includes topics like journey mapping, touchpoint analysis, feedback systems, and service design principles.
• Public Relations & Corporate Communications: Students learn how to craft compelling narratives, manage crisis communications, handle media relations, and build brand reputation. The course includes hands-on training in writing press releases, conducting interviews, and developing communication plans.
• Marketing Innovation & Technology: This course explores the intersection of marketing and emerging technologies like AI, VR/AR, blockchain, IoT, and big data analytics. Students work on projects involving smart product launches, digital transformation strategies, and technology-driven customer experiences.
• Event Marketing: This elective covers event planning, sponsorship acquisition, experiential marketing, trade show management, and promotional activities. Practical components include organizing real events, managing budgets, and measuring event ROI.
• Product Development & Launch Strategy: Students learn how to develop new products from concept to launch, including ideation sessions, prototyping, testing, market validation, go-to-market planning, and post-launch monitoring.
• Sustainable Marketing: This course focuses on green marketing practices, eco-friendly product development, carbon footprint reduction strategies, sustainable packaging solutions, and corporate environmental responsibility initiatives.
• Marketing Automation & CRM: Students gain hands-on experience with platforms like Salesforce, HubSpot, Marketo, Pardot, and Zoho CRM. The course covers lead nurturing, segmentation, workflow automation, customer lifecycle management, and data integration techniques.
• Mobile Marketing & App Store Optimization: This elective explores mobile advertising strategies, app store optimization (ASO), user acquisition, retention strategies, and in-app monetization models for various platforms including iOS and Android.

Project-Based Learning Philosophy

Our department strongly believes that project-based learning is essential for developing practical marketing skills. Projects are integrated throughout the curriculum to allow students to apply theoretical concepts to real-world scenarios.

The mini-projects begin in the third semester and involve small teams working on specific challenges presented by industry partners or faculty members. These projects typically last 4-6 weeks and are evaluated based on problem-solving approach, creativity, implementation quality, and presentation skills.

For the final-year capstone project, students form teams of 3-5 members and select a topic related to their area of interest under the guidance of faculty mentors. Projects can range from developing a comprehensive marketing strategy for an existing company to launching a new product or service concept.

Students are encouraged to choose projects that align with their career aspirations, whether it's working on e-commerce branding strategies, digital advertising campaigns, consumer research studies, or entrepreneurship ventures. Faculty mentors play a crucial role in guiding students through the research process, helping them refine ideas, access resources, and ensure project completion.

Evaluation criteria for these projects include originality of approach, depth of analysis, quality of deliverables, team collaboration, and presentation effectiveness. Projects are assessed by a panel of faculty members and industry experts, ensuring that students receive comprehensive feedback and recognition for their efforts.