Course Structure Overview

The Marketing program at Roorkee College of Management and Computer Applications Roorkee is structured over 8 semesters, with a carefully curated blend of core subjects, departmental electives, science electives, and laboratory work. This structure ensures that students receive both foundational knowledge and specialized expertise necessary for success in the field.

Advanced Departmental Elective Courses

These advanced elective courses provide students with deeper insights into specialized areas of marketing and enable them to tailor their education according to personal interests and career aspirations.

• Digital Marketing Campaigns: This course explores the design, execution, and measurement of digital campaigns across various platforms. Students learn about SEO, SEM, social media advertising, email marketing, and analytics tools. The course includes hands-on labs where students work on real case studies provided by industry partners.
• Advanced Brand Strategy: Designed for students seeking to understand the strategic aspects of branding, this course covers brand positioning, brand equity, brand architecture, and brand extension strategies. It includes interactive workshops with brand managers from leading companies.
• Customer Experience Management: This course focuses on creating seamless and memorable customer experiences through data-driven insights and behavioral psychology. Students learn to map customer journeys, identify pain points, and implement solutions using digital tools and frameworks.
• Data Visualization for Marketing: An essential skill in today's data-rich environment, this course teaches students how to visualize complex marketing data effectively using tools like Tableau, Power BI, and Python. The curriculum includes visual storytelling techniques and real-time data dashboards.
• Marketing Innovation: Students are introduced to innovation methodologies such as design thinking, lean startup principles, and agile marketing frameworks. The course involves collaborative projects where students develop new marketing ideas and present them to a panel of experts.
• Retail Marketing Strategy: This course provides an in-depth analysis of retail environments, including omnichannel strategies, store design, inventory management, and customer segmentation. Case studies from major retailers like Amazon, Walmart, and Zara are used for learning.
• Global Branding: Students explore how brands adapt to different cultural contexts and global markets. The course includes cross-cultural communication theories, international branding challenges, and case studies of multinational corporations.
• Sustainable Marketing Practices: With growing awareness about sustainability, this course examines how companies integrate environmental and social responsibility into their marketing strategies. Topics include green marketing, carbon footprint reduction, ethical advertising, and corporate citizenship.

Project-Based Learning Philosophy

Our program strongly emphasizes project-based learning as a means of bridging the gap between theory and practice. Students engage in both mini-projects throughout their academic journey and a final-year thesis or capstone project that serves as a culmination of their learning.

The structure of these projects is designed to mirror real-world business scenarios, encouraging students to think critically, collaborate effectively, and apply their knowledge creatively. Mini-projects are typically undertaken in groups and span across multiple semesters, allowing for iterative development and feedback from faculty and industry mentors.

The final-year capstone project involves a comprehensive research or implementation task that addresses a significant challenge faced by an organization. Students work closely with a faculty mentor and often collaborate with industry partners to ensure relevance and impact. The evaluation criteria include innovation, feasibility, presentation quality, peer review scores, and the potential for commercialization or further research.

Students have the flexibility to select projects based on their interests and career goals, ensuring that they gain meaningful experience aligned with their future plans. Faculty mentors are selected based on their expertise in relevant areas, providing students with personalized guidance throughout the process.