Curriculum
Course Descriptions
Year I
Semester I
MM10301 Marketing Management
This is a core course which provides students with knowledge on concepts, theories and applications in the area of marketing management. This course is built on the perspective of the total organization, usually seen from the position of the top management level and it provides an opportunity for students to learn theoretical aspects in marketing and apply them in practical situations. It covers basics in the field of marketing such as environment analysis, consumer analysis, competition and marketing strategies and lead to a broader understanding on the strategic marketing concepts such as strategy analysis, strategic directions and strategic formulations, strategic choice, strategic evaluation and strategic implementation and control.
MM10302 Consumer Behavior
Understanding consumer behaviour remains an important aspect for marketers, given that consumers are the most important element within the business environment for the marketers. It is important for the marketers to understand how consumers make purchase decisions and the reasons behind their purchase decisions to effectively market their products to the target consumers. This course aims to provide students with a systematic way to understand behaviour of consumers in the marketplace using appropriate theories and concepts. It covers areas such as introduction to consumer behaviour, consumer decision- marketing process (CDMP) and socio–cultural as well as psychological factors influencing CDMP.
MM10303 Business Mindset
This course aims at imparting knowledge on three major supportive disciplines which is essential for running a business successfully: Management, Economics and Business Finance. Students are provided a holistic understanding about the business environment and its connection with the marketing function. The areas covered are: the Managing and the Manager’s Job, the key management functions, The Environment and Culture of Organizations, managing change, introduction to micro and macroeconomics, free market mechanism, basics of the theory of production, theory of costs and market structures, introduction to fiscal and monitory policies, introduction to financial management and the roles of financial managers, Introduction to financial markets and institutions and introduction to Financial statements.
MM10304 Marketing Intelligence and Research
This course aims at providing the students with a fundamental knowledge of the concepts, principles, methods and techniques of marketing research and marketing intelligence. This is a core subject which enhance the students’ skills in conducting and analyzing a marketing research by applying the concepts, theories and models while providing students with an understanding on the importance of marketing intelligence in marketing decision making. The topics covered are introduction to marketing research; role of theory in research; research problem identification; research design formulation; field works designing and data presentation and analysis; introduction to marketing intelligence; marketing intelligence scope, process, deliverables and tools; implementing market intelligence program.
MM10305 Communication Strategy
This course aims at enhancing the skill of developing effective integrated marketing communication campaign as one of the “four P’s”, promotion represents an important part of any organization’s overall marketing activities. This course helps students to identify promotional objectives; set reasonable promotional budgets; evaluate the alternative promotional tools and develop a promotional mix strategy; make advertising, creative and branding strategy decisions; evaluate the various forms of media and develop a media plan; utilize and integrate the alternative promotional tools; and evaluate the effectiveness of promotional campaigns.
Semester II
MM10306 Services Marketing
This course aims to provide an understanding of theories, concepts, tools, models and practices in services marketing context. It further expects to provide an in-depth understanding of the unique challenges inherent in managing and delivering quality services. The topics covered are: Distinctive and New Perspectives on Marketing in the Service Economy, Consumer Behavior and Customer Involvement in Service Setting, Customer Satisfaction and Service Quality, Internal Marketing, Relationship Marketing and Customer Loyalty, Service Product Strategy, Managing the Service Delivery Process, Pricing of Services, Service Communication Mix, Customer Service & Service Recovery and Managing Capacity and Demand.
MM10207 Digital Strategy
This course aims at providing knowledge on digital marketing tools and tactics to formulate a digital strategy to reach consumer on digital. This course emphasizes on the digital and interactive marketing which are key growing areas due to the advancement of modern information and internet technology. This course covers areas such as search engines marketing, social media and Facebook marketing, social networking, website development and performance marketing in digital platforms.
MM10308 Product and Brand Management
This course aims at providing students with the specialized knowledge in management of existing products/brands and new product/ brand innovations. This course covers areas such as meaning and role of products, developing new products, managing product life strategies, technological life cycle strategies, managing product mix decisions and developing marketing strategies for product manufacturing organization. This course enhances the knowledge of brand management through developing brand strategies, implementing brand marketing programs, measuring and interpreting brand performance, and growing and sustaining brand equity.
MM10209 Personality and Skills Development
This is a core course which aims at developing students’ mental and physical strengths to be a professional marketer with strong personality. This skill development course also assists students to enhance the confidence and emotional stability to face personal and professional challenges. The areas covered are: setting personal vision and goals; developing positive attitudes; enhancing leadership and team building skills; grooming and etiquette; public speaking and communication skills; creative designing; practicing relaxation and stress management, developing social dancing and mindfulness. Students are encouraged to be life-long learners, reflective and assertive practitioners.
MM10511 Research Methodology and Proposal Development
This is an advanced course which aims at imparting knowledge to students on the fundamental methods and techniques of academic research in social sciences and contexts of business management. This is a hands-on course touching both quantitative and qualitative research methods. The areas covered are problem definition, research design, questionnaire designing, measurement and scaling, qualitative research techniques, sampling, data collection and data presentation and analysis. Upon the completion of this course candidates would be deployed with sound understanding to conduct disciplined research in an area of their choice.
Year II
Semester I
MM20312 Strategic Marketing
This is an advanced course which aims to facilitate students to blend, coordinate and synthesize their knowledge and skills to develop appropriate strategies in achievement of their objectives in order to become a change agent. This course provides students with conceptual and practical knowledge on process of strategic marketing, analysis of strategic marketing, formulation of strategy and implementation and control of strategy. This is a core course which requires prior knowledge in macro and microeconomics, principles of management, marketing management, consumer behavior and financial management.
MM20313 Analytical Tools for Marketing Research
The objective of this course is to familiarize students with analytical tools that are essential in undertaking research (facilitating the Dissertation). The course covers areas such as data collection, preparation, analysis and reporting. Further it discusses data preparation, analytical methods including frequency distribution, cross tabulation, hypo dissertation testing, analysis of variance and covariance, correlation and regression, discriminant and logit analysis, factor analysis, cluster analysis, multidimensional scaling and conjoint analysis, etc. with the help of available modern software.
MM20314 Business Analytics
Current business organizations are willing to use business analytics in marketing to analyses the marketing data. This is aimed to find out marketing patterns that will help them to develop marketing strategies to market their products. Business analytics as a decision-making approach has been used by big corporations, governments, entrepreneurs and almost everyone else to generate insights by unearthing patterns and decoding data. It is a process of transforming data into actions through analysis and insights in the context of organizational decision making and problem-solving. This course provides knowledge on Business Analytics that cover marketing problem formulating, analytics problem framing, data selection, methodology selection, model building, model validation and deployment. Through this course, students get theoretical knowledge and practical exposure to offer innovative solutions to business problems.
MM20315 Supply Chain Management
This course introduces the field of Supply Chain Management and presents an overview of the unique aspects of supply chain management in the international business environment and provides framework upon which global supply chain management can be based. Emphasis of this course is placed on the strategic role of supply chain management in the modern global organization. It focuses on the understanding the principles of strategic supply chain management and their application to examples and case studies relating to a range of supply chain scenarios in relevant organizations.
MM20116 Experiential Learning Sessions
This experiential learning course, “Hands-On Learning Essentials,” is designed to cultivate practical skills needed to a professional marketer through interactive sessions. It begins with an introduction to experiential learning principles, emphasizing active engagement. Subsequent sessions focus on team building and communication dynamics, leadership development through obstacle courses, fostering innovation and creativity with design thinking, simulated workplace conflict scenarios for conflict resolution skills, and concluding with case study analyses to enhance critical thinking and decision-making abilities. This course offers a holistic approach, empowering participants with real-world competencies.
Semester II
MM20217 Sustainability Marketing
This is an optional course which aims at providing students with opportunities to gain knowledge on the core environmental, social and economic principles of sustainability. This course also focused on the field of ethical and social responsible marketing with principles and practices of sustainable marketing which can be used in order to utilize the scare resources more sustainable ways to bring the economic, social and environment sustainable business/marketing practices to enhance the quality of life of people. This course presents a new paradigm through a holistic approach which lays an emphasis on social, environment and economic concerns in the development of marketing strategies.
MM20218 Marketing Innovations and Entrepreneurial Marketing
This course aims at imparting contemporary knowledge on the art and science of innovations and entrepreneurial thinking to students. The course facilitates students to get exposed to innovation related experiences of real business cases and successfully execute of an entrepreneurial idea through interactive workshops and case study discussions. The areas covered are Creativity and idea generation, sources of innovation, types of innovations, innovation process, marketing and entrepreneurship, identifying market opportunities and market development, entrepreneurial pricing, distribution and communication strategy and building customer relationships.
MM20219 Global Marketing
This course aims to provide students with knowledge and insights for understanding the discipline and the process of international marketing including relevant theories, concepts, and models, which help to develop effective international marketing strategies for contemporary organizations to win international marketplaces. It covers areas such as introduction to international marketing, international marketing environment, approaching international markets, formulating international marketing strategies, international marketing mix, and barriers in international marketing. The prior knowledge on Marketing Management, Consumer Behavior, Communication Strategy, and Product and Brand Management are important in successful completion of this course.
MM21520 Dissertation
Dissertation remains an important area of study which enable individuals to seek new knowledge and create new knowledge based on the problems that they seek to address. Hence, as a postgraduate student, conducting an independent research project would help the students to distinguish themselves from others by demonstrating strong analytical skills, planning skills and project co-ordination skills. In addition, the students will be able to gain extensive project management and communication skills which are vital both for the successful completion of the research project and for a successful professional career.