AURORA’S BUSINESS SCHOOL
Post Graduate Diploma in Management (Marketing)
The 21st Century has seen globalization of economy, greater competition, use of technology, widening customer base, and rapid industrialization. These developments have brought new challenges to the Management field. This requires developing super specializations in certain areas of management to cope up with emerging challenges.
Marketing Management is sought after by the industry in view of the steep requirement of trained professionals in the business world. Today, dynamic marketing opportunities abound in Capital goods, Consumer goods, Services, Retailing, Distribution, Advertising, Promotion, Direct marketing, E-commerce – B2B and C2B marketing, International marketing, etc. Objective of this special 'sector oriented' programme is to develop World-Class Marketing Professionals with strong market acumen and value systems.
The Programme
This programme is designed especially for the candidates who aspire to have formal management education to equip them with modern managerial tools and techniques in marketing management. The programme aims to develop conceptual knowledge and behavioural skills in the students to enable them to cope with the developing challenges in the corporate world. The course is designed not only to impart knowledge of new practices and tools of marketing management but also to complement basic learning of students with practical experience and corporate practices to meet the needs of students, society and prospective employers, including opportunities for self employment. The modular design of the course, divided into four semesters, builds a strong foundation in the basic areas of management with specific focus on marketing. Completion of summer internship and end term research projects are mandatory for students.
Being a Marketing Specialist programme, the course equips participants with fundamental marketing management skills and in-depth knowledge of building customer centric organization. Based on the way the marketing function has evolved as well as current turbulent times and emerging market needs, the programme focuses on imparting education, covering both core marketing area courses as well as carefully selected classic and contemporary elective courses in the areas of retailing & merchandising, marketing communications, services marketing, international marketing, rural marketing and general marketing. An empirical study of the art of marketing practice to be submitted in the form of a dissertation will further assist students to become sound marketing professionals.
The programme is challenging, hence a large part of learning is based on applied research, live projects and internship, besides class room conceptualization and cases, quizzes, term papers, written examinations, case submissions and discussions, etc. Besides large number of core marketing and other functional areas and strategy courses, the participants study innovative courses in Internet Marketing, Below-the-line Marketing, Event Marketing, Bottom of Pyramid Marketing, Rural Marketing, Financial Services Marketing, Sports Marketing, Green Marketing, etc.
Eligibility Criteria
A Bachelor's Degree(10+2+3 or 4) in any discipline with a minimum of 50% marks in aggregate or equivalent grades. Candidate with business experience will be given additional weight age in the selection process. Candidates appearing in the Final year exams can also apply.
Selection Process
Final selection will be based on the performance in CAT/MAT/XAT/ATMA or the exam conducted by Aurora's Business school and subsequent Group Discussion and Personal Interview.
Course objectives:
The following shall be the objectives of the PGDM Programme:
- To enable the student to develop comprehensive understanding of and skills required to marketing the products.
- To help nurture values, attitudes and behaviors those are necessary in the dynamic modern business world and cultivate exemplary standards of professional integrity and fairness in the business.
- To inculcate, a sense of social purpose that will permeate their decision making skills in sales and distribution.
- To encourage and help develop entrepreneurial qualities and leadership capabilities enabling them to respond to changes and contribute to their organization.
- To meet the challenges of globally competitive business environment in the area of manufacturing and sales.
- To develop socially responsible and empathetic global Marketing Managers.
Pedagogy
- Lecture-cum-Discussion
- Case-study methods
- Individual and Group Assignments
- Research bases
- Panel Discussions
- Experience sharing
- Workshops
- Seminars
- Research and Article Reviews
- Fieldwork
- Simulations and Role Plays
- Project Works
- Quizzes
- Book Reviews
- Business Games
PGDM (Marketing) – Programme Course Structure
Course Duration:
2 years full time non-residential program.
Course structure:
The following is the broad course structure spread over 80 weeks.
Full Credit:
3 credits requiring approximately 100 hours work to be put in by the student, including 30 hours of classroom sessions .
Half Credit:
1.5 credits requiring approximately 50 hours work to be put in by the student, including 15 hours of classroom sessions
Sessions: Each session represents one and half an hour
Preparatory Course (4 weeks): 6.75 credits
The Preparatory course is meant to induct the students into the programme, while enabling them to acquire the necessary understanding of various basic concepts. Students would participate in the following subjects, as this would help them take up various courses subsequently during the two-year programme. At the end of course, assessments would be conducted and passing of which is a pre-requisite to go to the first semester.
| S No | Subject | Code | Sub Code | Hours/ Semester | Credit Points |
| 1 | Introduction to Marketing concepts | IMC | PG101 | 5 Sessions | 0.75 |
| 2 | Basics on Accounting for Management | BAM | PG102 | 5 Sessions | 0.75 |
| 3 | Mathematics for Business | MOB | PG103 | 10 Sessions | 1.5 |
| 4 | Introduction to world of work & Life Skills | IWW | PG104 | 5 Sessions | 0.75 |
| 5 | Introduction to Social Sciences | ISS | PG105 | 5 Sessions | 0.75 |
| 6 | English / Language for Communication | EFC | PG106 | 10 Sessions | 1.5 |
| 7 | Basics of Economics | BoE | PG107 | 5 Sessions | 0.75 |
| 8 | Basics for Information Technology for Business | BITB | PG108 | 10 Sessions | 1.5 |
| Total Number of Sessions / Credit Points | 55 Sessions | 6.75 |
First Semester (12 Weeks)
In this semester, students will be initiated to various courses essentially to create a strong base, so that they would able to go through advanced and applied courses in the subsequent semesters. Scoring very good grades in these courses is a prerequisite to take up courses in the remaining semesters.
| S No | Subject | Code | Sub Code | Sessions | Credit Points |
| 1 | Organization Theory and Behavior | OTB | PG109 | 20 | 3 |
| 2 | Written analysis and communications | WAC | PG110 | 20 | 3 |
| 3 | Managerial Economics. | ME | PG111 | 20 | 3 |
| 4 | Consumer Behavior | CB | PG112 | 20 | 3 |
| 5 | Market Dynamics | MD | PG113 | 20 | 3 |
| 6 | Introduction to Business computing | IBC | PG114 | 20 | 3 |
| 7 | Financial Accounting | FA | PG115 | 20 | 3 |
| 8 | Management Accounting | MA | PG116 | 20 | 3 |
| 9 | Fundamentals of Marketing | FMktg | PG117 | 20 | 3 |
| 10 | Introduction to Business Policy, Research and Environment | IBPR &E | PG118 | 10 | 1.5 |
| 12 | Social Entrepreneurship | SE | 10 | 1.5 | |
| Total Sessions / Credit Points | 200 | 30 |
RESEARCH PAPER SUBMISSION – 2 CREDITS
Students are assigned with the task of submitting research paper in the topics of Industrial report which Includes Policy Initiatives, Performance and Global Outlook. Students are given the duration of one week and guided by concerned faculty to submit the report and also asked to submit the presentation. Final grading is allotted on the basis of report and presentation.
My India Project (Two Weeks) 1.5 Credits:
Each student needs to undertake one-month “My India” project where in the student would understand directly the various grass root issues and problems that exist in the Marketing Sector in India, in association with reputed Retail Outlets and FMCG Sectors. A major chunk of our economy rests on the earnings from FMCG, thus making it more important to study the dynamics of business relating to them. Also, association with the Retail And Marketing trends existing in our country, will undoubtedly instill confidence and in depth knowledge in them familiarizing them with the Real India. Critical Skills such as Questionnaire construction, Survey Skills, etc are instilled into the students.
Second Semester (14 Weeks)
These are course in continuation to the courses offered in the first semester. To study these courses, the students should have successfully completed all the courses undertaken in the first semester with very high grades.
| S No | Subject | Code | Sessions | Sub Code | Credit Points |
| 1 | Introduction to Business Analytics | IBA | 20 | PG120 | 3 |
| 2 | Marketing communications | MCO | 20 | PG121 | 3 |
| 3 | Business Operations and Management | BO&M | 20 | PG122 | 3 |
| 4 | People Management and performance | PM&P | 20 | PG123 | 3 |
| 5 | Total Quality management | TQM | 20 | PG124 | 3 |
| 6 | Marketing Strategies | MS | 20 | PG125 | 3 |
| 7 | Sales & Distribution Management | S&DM | 20 | PG126 | 3 |
| 8 | Management Accounting and Control | MAC | 20 | PG127 | 3 |
| 9 | Business Law and Tax Policies | BLTP | 20 | PG128 | 3 |
| 10 | Information Technology in Marketing | ITM | 20 | PG129 | 3 |
| 11 | Foreign Language | FL | 20 | PG130 | 3 |
| 12 | Managerial Computing | MC | 10 | PG131 | 1.5 |
| Total Sessions / Credit Points | 230 | 34.5 |
Summer Internship and Research (8 Weeks) 3 credits
Summer Internship Program (SIP) is the most important component of PGDM, which paves the way for the student's career choices and placement opportunities. This program is intended to focus on application of skills of young and aspiring managers to lead and manage business enterprises, by bridging the gap between the class room learning in the campus and experience in the corporate world. Every student has to undergo summer placement for a period of eight weeks. Students are provided SIP in the area of Data driven Research(contextual) for 3 credits
Third Semester (12 Weeks)
In the third semester the students would receive exposure to very important courses connected with business functioning along with focused education and training in specialized courses in finance, human resources, marketing and systems. Each student will choose four electives in various combinations in this semester. Passing specific courses with high grades in the courses undergone in the first two semester is necessary condition to do these courses
| S No | Subject | Code | Sub Code | Sessions | Credit Points |
| 1 | Business Planning and Forecasting | BP&F | PG133 | 10 | 3 |
| 2 | Product and Brand Management | P&BM | PG134 | 20 | 3 |
| 3 | Corporate Governance and Ethics in Marketing | CG &EM | PG135 | 20 | 3 |
| 4 | Entrepreneurship Development | ED | 20 | 3 | |
| 4 | Elective – 1 | PG136 | 20 | 3 | |
| 5 | Elective – 2 | PG137 | 20 | 3 | |
| 6 | Elective – 3 | PG138 | 20 | 3 | |
| 7 | Elective – 4 | PG139 | 20 | 3 | |
| Total Number of Sessions / Credit Points | 150 | 24 |
Electives: Students has to choose four electives from the following electives offered:
- Services marketing.
- International Marketing.
- Rural Marketing.
- Multicultural marketing
- Personal Selling.
- Promotional Marketing
Field Research Study (one week):
This field work provides in depth knowledge to the students in the field of market survey and methods of dealing with various customers and retailers. At the end of this project the student would submit not only a note on experiences that they have gone through during these interactions, they are also guided to come out with a pragmatic and clear Marketing strategy. The spirits of this programmer is to develop and nurture more and more marketing skills, which is one of the most needed ingredients for Marketing student.
Autumn Internship Project (4 Weeks and 3 Credits)
Autumn project is an extension of the summer internship project. In this project, the students would be exposed to more extensive learning as it would allow students to enhance their learning’s further. Autumn internship programme is an extension of the summer internship programme where students would undergo corporate internship during the month of October in the 3rd Semester. This programme is designed to help the students enhance their marketing capabilities, which they would have acquired during the summer internship programme and various assignments. This programme also allows the students to develop their marketing skills helping them to apply the concepts learnt and gain new perspectives on various marketing trends and techniques.
Fourth Semester (12 Weeks)
| S No | Subject | Code | Sessions | Credit Points |
| 1 | Advertising and Sales promotion | A&SP | 20 | 3 |
| 2 | Marketing Logistics | ML | 20 | 3 |
| 3 | Marketing over Internet | MOI | 20 | 3 |
| 4 | Social Marketing and Risks Management | SM&RM | 20 | 3 |
| 5 | Elective – 1 | ELE | 20 | 3 |
| 6 | Elective – 2 | ELE | 20 | 3 |
| 7 | Elective – 3 | ELE | 20 | 3 |
| 8 | Elective – 4 | ELE | 20 | 3 |
| Total Number of Sessions / Credit Points | 160 | 24 |
Electives:
Students are suggested to choose four electives from the electives offered:
- Retail Marketing.
- B2B marketing.
- Electronic and Marketing Applications.
- Event Marketing.
- Insurance/Banking/IT/FMGC Marketing practices.
- Marketing of High technology Products.
Integrated Research Dissertation:
IRD facilitates integration of several fields of study in searching for the solution of a single problem. It provides valuable experience in the research process, definition of the problem, search for relevant data, analysis of the data, and drawing conclusions and implications from it. It may be a case study, describing and analyzing a particular incident, illuminating a variety of problems in the relevant field. The IRD may take the form of a staff study in which the pertinent elements of a policy problem are studied and weighted to reach conclusions as to possible courses of action. IRD may be a historical study, analyzing and searching for implications in a particular period.
After the topic is finalized, the student undertaking the IRD has to submit a brief synopsis to the faculty concerned. The synopsis is circulated among all the faculty members. After incorporating suggestions from the faculty members, the proposal has to be sent to the programme office. The Programme office would coordinate the approval of the IRD.
Faculty guiding IRD has the discretion to decide the criteria for evaluation. However, the student must make an open-house presentation after completing the study.
Suggested criteria for evaluation of IRD could be designed taking into account:
- Good scholarship and integrity
- Courtesy in crediting sources of information
- Objective standards of precision, logic, and use of evidence
- Imagination
- The ability to reach and state defensible conclusion
Finishing Course (Two Weeks):
This course is mainly meant to enable the student to be ready to take-up the challenges of their career. Students will undertake in depth analysis of the company that they would be joining and give presentations on how they plan to take up the challenges in their new role.
Credit Distribution over the two-year programme:
| S No | Semester / Activity | Total Sessions | Total Credit Points |
| 1 | Preparatory Course | 55 Sessions | 7 Credits |
| 2 | First Semester | 200 Sessions | 30 credits |
| 3 | My India Project | 2 Credits | |
| 4 | Second Semester | 230 Sessions | 34.5 Credits |
| 5 | Summer Internship | 6 Credits | |
| 7 | Third Semester | 140 Sessions | 24 Credits |
| 8 | Entrepreneurship Project | 1.5 Credits | |
| 9 | Autumn Project | 2 Credits | |
| 10 | Fourth Semester | 140 Sessions | 24 Credits |
| 11 | Finishing Course | 20 Sessions | 3 Credits |
| Total Number of Sessions / Credits | 785 Sessions | 134 Credits |
Towards holistic growth:
An important highlight of this program is its focus on holistic growth of the students.
This is achieved through some unique features of the program that are an integral part of the ABS vision. There are three components in the evaluation of student, namely academic activities, which is the core and most important part of the PGDM programme, discipline and regularity, and student activities.
The evaluation of students in academic activities is a continuous process during the course and includes classroom quizzes and mid-term, and end of semester examinations. The evaluation process during the first year includes My India Project and in the second year, the evaluation includes projects, thesis, summer placement CIS. A viva-voce examination will be included as an overall benchmark, which a student has to clear in order to get award of a PGDM Degree.
The CGPA format Cumulative Grade Point Average (CGPA) scores will be given based on letter grades; A+, A, B+, B, C+, C, D, E, F. We have relative grading for students. It will be on a four-point scale. For A+, 3.75-4.00 point will be awarded while for every other grade it will be 0.25 less than the grade in descending order from A+ to F. For example F will be a score of below 1.99 while B will be 3.00-3.24.
The CGPA for a student in a semester is the weighted average of the grade points and the respective credits of all subjects in a semester. The cumulative CGPA of the student is the weighted average of the CGPA's of all the four semesters and the respective credit of all semesters of the two-year program. The cumulative CGPA score should exceed 2.70 for a student to get award of a PGDM.
Grading System:
A+ 3.75 – 4.00
A 3.50 – 3.74
B+ 3.25 – 3.49
B 3.00 – 3.24
C+ 2.75 – 2.99
C 2.50 – 2.74
D 2.25 – 2.49
E 2.00 – 2.24
F < 1.99
I Incomplete Grade
If a student has more than 3 F grades in a year (2 semesters) he/she has to re-do entire year. If a student has more than 2 f grades in a semester he has to redo the semester.
Important Features of Programme:
The Two Year Post Graduate Diploma in Management (PGDM) programme (Marketing) offered at ABS is one of its kind attempted in India with several indigenous ideas aimed at creating a context for the student to participate, practice, experience and learn management concepts, skills, attitude and behaviors and most importantly values that required to be a leader in highly competitive business and social world. Some of the best academicians and business practitioners in the country and outside are consulted and confronted to deliberate and design a 125 credit programme consisting of close to 800 academic sessions blended with various student activities, guest sessions, retreats, personal growth laboratories, outbound learning, industry visits, summer internships, paper presentations and many more. The following are the important features of this exciting journey.
- Preparatory and finishing courses
- Outbound learning
- Youth of Empowerment Programme
- Competency mapping
- Business Incubation
- Personal Growth Laboratories
- Theatre workshops
- Student activities
- Experience India
- My India Project
- Entrepreneurship project
- Autumn Project
- Integrated Research Dissertation
- Expert sessions
- Foreign Language
