Curriculum Overview
The Marketing program at SAM College of Management and Technology is designed to provide a robust foundation in both theoretical concepts and practical applications. The curriculum spans eight semesters, integrating core business principles with specialized marketing knowledge. Each semester includes a mix of lectures, laboratory sessions, group projects, and individual assignments aimed at developing analytical thinking, communication skills, and industry readiness.
Course Structure Across Eight Semesters
The program follows a structured progression from fundamental concepts to advanced specializations. In the initial semesters, students build essential skills in business communication, statistics, and computer applications before delving into core marketing disciplines such as consumer behavior, branding, and market research.
| Semester | Course Code | Course Title | Credit Structure (L-T-P-C) | Prerequisites |
|---|---|---|---|---|
| 1 | MKT101 | Introduction to Marketing | 3-0-0-3 | - |
| 1 | MKT102 | Business Communication Skills | 2-0-0-2 | - |
| 1 | MKT103 | Statistics for Business | 3-0-0-3 | - |
| 1 | MKT104 | Computer Applications in Business | 2-0-0-2 | - |
| 1 | MKT105 | Entrepreneurship and Innovation | 2-0-0-2 | - |
| 2 | MKT201 | Consumer Behavior | 3-0-0-3 | MKT101, MKT103 |
| 2 | MKT202 | Marketing Research Methods | 3-0-0-3 | MKT103 |
| 2 | MKT203 | Brand Management | 3-0-0-3 | MKT101 |
| 2 | MKT204 | Marketing Analytics | 3-0-0-3 | MKT103 |
| 2 | MKT205 | Business Ethics and CSR | 2-0-0-2 | - |
| 3 | MKT301 | Digital Marketing Strategy | 3-0-0-3 | MKT201, MKT204 |
| 3 | MKT302 | Sales and Distribution Management | 3-0-0-3 | MKT201 |
| 3 | MKT303 | International Marketing | 3-0-0-3 | MKT201 |
| 3 | MKT304 | E-commerce and Online Retail | 3-0-0-3 | MKT204 |
| 3 | MKT305 | Marketing Technology and Innovation | 3-0-0-3 | MKT201, MKT204 |
| 4 | MKT401 | Customer Relationship Management | 3-0-0-3 | MKT201, MKT204 |
| 4 | MKT402 | Strategic Marketing Planning | 3-0-0-3 | MKT201, MKT301 |
| 4 | MKT403 | Marketing Communication | 3-0-0-3 | MKT201, MKT202 |
| 4 | MKT404 | Marketing Research Project | 3-0-0-3 | MKT202, MKT204 |
| 4 | MKT405 | Sustainability in Marketing | 3-0-0-3 | MKT201 |
| 5 | MKT501 | Advanced Digital Analytics | 3-0-0-3 | MKT204, MKT304 |
| 5 | MKT502 | Data Mining and Predictive Modeling | 3-0-0-3 | MKT204 |
| 5 | MKT503 | Global Brand Strategy | 3-0-0-3 | MKT303 |
| 5 | MKT504 | Marketing in Emerging Markets | 3-0-0-3 | MKT303 |
| 5 | MKT505 | Brand Identity and Visual Design | 2-0-0-2 | MKT203 |
| 6 | MKT601 | Marketing Innovation Lab | 3-0-0-3 | MKT404 |
| 6 | MKT602 | Crisis Communication and Public Relations | 3-0-0-3 | MKT201, MKT403 |
| 6 | MKT603 | Salesforce and CRM Implementation | 3-0-0-3 | MKT401 |
| 6 | MKT604 | Marketing Ethics and Compliance | 2-0-0-2 | MKT205 |
| 6 | MKT605 | Marketing Technology Trends | 3-0-0-3 | MKT305 |
| 7 | MKT701 | Capstone Project I | 3-0-0-3 | MKT601 |
| 7 | MKT702 | Strategic Brand Consulting | 3-0-0-3 | MKT503 |
| 7 | MKT703 | Marketing in Startups | 3-0-0-3 | MKT201, MKT402 |
| 7 | MKT704 | International Marketing Campaigns | 3-0-0-3 | MKT303 |
| 7 | MKT705 | Marketing in the Age of AI | 3-0-0-3 | MKT501 |
| 8 | MKT801 | Capstone Project II | 3-0-0-3 | MKT701 |
| 8 | MKT802 | Marketing Leadership and Management | 3-0-0-3 | MKT402 |
| 8 | MKT803 | Presentation Skills for Marketing Professionals | 2-0-0-2 | - |
| 8 | MKT804 | Marketing Internship | 3-0-0-3 | - |
| 8 | MKT805 | Final Year Research Paper | 3-0-0-3 | MKT701 |
Advanced Departmental Electives
The department offers a range of advanced electives that allow students to specialize in areas of personal interest and career aspiration:
- Marketing Data Science: This course introduces students to the application of statistical and machine learning techniques in marketing analytics. Students learn to analyze large datasets, predict consumer behavior, and optimize marketing campaigns using advanced tools like Python, R, and Tableau.
- Digital Marketing Strategy: Focuses on developing comprehensive digital marketing plans that leverage social media, content marketing, SEO/SEM, email marketing, and mobile advertising. Students work on real projects with companies to implement effective digital strategies.
- Customer Experience Design: Explores how to design seamless customer journeys across all touchpoints. The course combines psychology, UX design principles, and business strategy to create memorable brand experiences.
- Brand Identity and Visual Design: Provides students with hands-on experience in creating visual elements that communicate brand values and resonate with target audiences. Topics include logo design, color theory, typography, and brand storytelling through visuals.
- Global Brand Strategy: Examines how brands adapt their strategies for different cultural contexts while maintaining consistency. Students study case studies from multinational corporations and develop strategies for entering new markets.
- Marketing in the Age of AI: Investigates the impact of artificial intelligence on marketing practices. From chatbots to personalized recommendations, students explore how AI is reshaping customer interactions and decision-making processes.
- Salesforce and CRM Implementation: Teaches students how to use Salesforce and other CRM platforms to manage customer relationships effectively. The course includes hands-on training with real-world scenarios and data modeling techniques.
- Marketing in Startups: Focuses on marketing challenges faced by early-stage companies. Students learn about lean marketing, viral growth strategies, and agile product launches in dynamic startup environments.
- Marketing Ethics and Compliance: Addresses ethical dilemmas and regulatory requirements in marketing. The course covers advertising standards, privacy laws, data protection, and corporate social responsibility.
- Marketing Innovation Lab: Provides a platform for students to experiment with new ideas and technologies. Through collaborative projects and innovation challenges, students develop innovative solutions to real-world marketing problems.
Project-Based Learning Philosophy
The department's approach to project-based learning emphasizes the integration of academic theory with practical application. Students begin working on mini-projects in their second year, selecting topics based on their interests and career aspirations. These projects are supervised by faculty mentors and often involve collaboration with industry partners.
Mini-projects typically span a semester and require students to apply learned concepts to solve real-world problems. The evaluation criteria include research quality, methodology, presentation skills, peer review, and impact assessment. Projects are assessed through written reports, oral presentations, and portfolio submissions.
The final-year thesis/capstone project allows students to synthesize their learning by addressing a significant marketing challenge or opportunity. Projects can range from developing a new product launch strategy for an existing brand to designing a comprehensive digital marketing campaign for a local business. Students work closely with faculty advisors and industry mentors throughout the process, ensuring that their work is both academically rigorous and practically relevant.
Students select projects based on their interests, academic strengths, and career goals. Faculty members provide guidance on project selection and help match students with appropriate mentors who have expertise in their chosen area. The selection process involves a proposal submission, faculty review, and final approval by the department head.