Comprehensive Course Structure
The Marketing program at SANGHVI INSTITUTE OF MANAGEMENT AND SCIENCE PGDM is meticulously structured to provide a balanced blend of theoretical knowledge and practical application across eight semesters. This comprehensive curriculum ensures that students develop both foundational understanding and specialized expertise.
| Semester | Course Code | Course Title | Credits (L-T-P-C) | Prerequisites |
|---|---|---|---|---|
| 1 | MKTG101 | Introduction to Marketing Management | 3-0-0-3 | - |
| 1 | MKTG102 | Consumer Behavior | 3-0-0-3 | - |
| 1 | MKTG103 | Market Research and Data Analysis | 3-0-0-3 | - |
| 1 | MKTG104 | Business Communication and Presentation Skills | 2-0-0-2 | - |
| 1 | MKTG105 | Marketing Analytics Lab | 0-0-3-1 | - |
| 2 | MKTG201 | Brand Management | 3-0-0-3 | MKTG101, MKTG102 |
| 2 | MKTG202 | Pricing Strategies and Revenue Optimization | 3-0-0-3 | MKTG101 |
| 2 | MKTG203 | Sales Management and Customer Relationship | 3-0-0-3 | MKTG101 |
| 2 | MKTG204 | Strategic Marketing Planning | 3-0-0-3 | MKTG101, MKTG102 |
| 2 | MKTG205 | Digital Marketing Fundamentals | 3-0-0-3 | MKTG101 |
| 3 | MKTG301 | Digital Marketing Strategy and Implementation | 3-0-0-3 | MKTG205 |
| 3 | MKTG302 | Data Analytics for Marketing Decisions | 3-0-0-3 | MKTG103, MKTG201 |
| 3 | MKTG303 | International Marketing | 3-0-0-3 | MKTG101 |
| 3 | MKTG304 | Sustainability and Green Marketing | 3-0-0-3 | MKTG101 |
| 3 | MKTG305 | Marketing Research Methods | 3-0-0-3 | MKTG103 |
| 4 | MKTG401 | Advanced Brand Strategy and Positioning | 3-0-0-3 | MKTG201, MKTG301 |
| 4 | MKTG402 | Marketing Innovation and Entrepreneurship | 3-0-0-3 | MKTG201 |
| 4 | MKTG403 | Public Relations and Corporate Communications | 3-0-0-3 | MKTG101 |
| 4 | MKTG404 | Ethical Marketing Practices | 3-0-0-3 | MKTG201 |
| 4 | MKTG405 | Marketing Capstone Project | 0-0-6-3 | All previous courses |
Detailed Course Descriptions
Digital Marketing Strategy and Implementation: This advanced course explores the strategic implementation of digital marketing channels including social media, email campaigns, search engine optimization (SEO), and content marketing. Students learn how to create integrated digital strategies that align with business objectives, measure performance using analytics tools, and adapt to evolving trends in the digital landscape.
Data Analytics for Marketing Decisions: Focused on leveraging data to drive informed marketing decisions, this course introduces students to statistical analysis techniques, predictive modeling, and machine learning algorithms specific to marketing contexts. Students gain hands-on experience with platforms like Tableau, Power BI, and Python libraries such as Pandas and Scikit-learn.
International Marketing: This course examines the complexities of operating in global markets, including cultural differences, regulatory environments, trade barriers, and cross-cultural communication strategies. Students analyze case studies from multinational corporations to understand how brands adapt their marketing mix for different regions.
Sustainability and Green Marketing: As environmental consciousness grows among consumers, this course investigates the role of sustainability in marketing practices. Topics include eco-branding, corporate social responsibility (CSR), green supply chain management, and sustainable consumption patterns. Students learn how companies can communicate their sustainability efforts effectively to build trust with stakeholders.
Marketing Research Methods: This foundational course equips students with the tools and methodologies needed to design, conduct, and analyze marketing research projects. From survey design and focus group moderation to data interpretation and report writing, students gain practical skills essential for evidence-based decision-making in marketing.
Advanced Brand Strategy and Positioning: Building upon earlier brand management concepts, this course delves into complex branding challenges such as repositioning existing brands, managing brand equity across multiple markets, and integrating brand strategies with corporate identity. Students work on real-world projects involving established brands to apply advanced strategic frameworks.
Marketing Innovation and Entrepreneurship: Designed for students interested in launching ventures or driving innovation within organizations, this course explores the intersection of marketing and entrepreneurship. Topics include ideation, business model development, venture financing, customer discovery, and scaling strategies. Students often engage with startups through mentorship programs and pitch competitions.
Public Relations and Corporate Communications: This course focuses on managing an organization's public image and stakeholder relationships through strategic communication initiatives. Students learn about crisis management, media relations, internal communications, and corporate storytelling techniques that help build long-term brand value.
Ethical Marketing Practices: Addressing the moral dimensions of marketing, this course examines ethical dilemmas in advertising, pricing, data usage, and consumer manipulation. Students evaluate industry practices against ethical standards and develop frameworks for responsible decision-making in marketing roles.
Marketing Capstone Project: The culminating experience of the program, the capstone project allows students to apply all knowledge and skills acquired throughout their studies to address a real-world business challenge. Working closely with faculty mentors and industry partners, students develop comprehensive solutions that demonstrate strategic thinking, analytical rigor, and practical relevance.
Project-Based Learning Philosophy
The department's philosophy on project-based learning is centered around experiential education that bridges theory and practice. Mini-projects are assigned in the first two semesters to help students apply classroom concepts to real-world situations. These projects typically involve case studies, simulations, and small-scale research initiatives.
For instance, in the second semester, students might be tasked with conducting a competitive analysis for a hypothetical product launch or developing a marketing plan for a local business. These assignments are designed to foster teamwork, critical thinking, and presentation skills.
The final-year thesis/capstone project is more substantial and requires students to select a relevant topic under the guidance of a faculty mentor. The selection process involves identifying areas of personal interest, consulting with mentors, and ensuring alignment with current industry trends or organizational needs.
Evaluation criteria for projects include innovation, relevance, depth of research, clarity of presentation, and impact on stakeholders. Students receive feedback from both faculty members and industry professionals to ensure their work meets professional standards.