Programme Overview – PGDM (Marketing)

Dr. Pinaki Ghosh
HOD of PGDM (Marketing)

The focus of this course is to develop future managers with the right combination of knowledge, skills and practical orientation in order to equip themselves with the right vision of a world class manager. Since its inception the focus of the PGDM course is the use of pedagogy that is oriented towards decision making. The integrated learning takes internship, classroom lectures and class discussion. 

The department lays emphasis on case based teaching pedagogy. The case method is the foundation of the department’s dynamic curriculum and the primary way to bring complex realities of business into the classroom. The department believes that the students, immersed in this active hands-on learning environment gain knowledge and experience, which they may never otherwise obtain in a typical lecture type setting.

Course Objective

The two-year post graduate diploma in management prepares a student for a career in industry and services. The programme facilitates learning in theory and practice of different functional areas of management and to equip the students with an integrated approach to management function and managerial skills.

The course are designed to develop – (i) the analytical, problem solving and decision making abilities, (ii) the awareness of the socio-economic environment, and (iii) the personality with socially desirable values and attitudes. Towards these objectives and to suit the contents of each course, a variety of teaching methodologies, such as case studies, role-play, problem solving exercises, group discussion, computer simulation games, audio-visuals, are used in the programme.

The primary objective of the course is to impart knowledge and skills and, just as important, to transmit certain values. The institute proposes to make the students aware of the occupational mobility and voluntary compliance to ethics, law and social responsibilities.

The department has always benchmarked its course offering with the best business schools across the country and in a view to uphold the same, courses in Business Analytics were introduced in the curriculum this year. The course is aimed at familiarising the students with business data using a variety of statistical and quantitative techniques along with the theories and concepts of management domain. Additionally, it also helps them to understand how they can apply the knowledge thus gained to influence key business decisions when they adopt various managerial roles. In the first year, the courses on business analytics are oriented towards general business analytical skills. Whereas, in the second year it is focused on building skills related to marketing domain. The course offers the students a strong foundation and enables them to understand and use various statistical packages such as SPSS, R and an orientation to Python and Machine Learning. The application based classroom discussions help the students gain the vital business and marketing skills that are required in the present age of growing importance of data.

In this context, not only the imparting of knowledge and skills is of vital importance, but even more crucial is the purpose of which the knowledge and skills are utilized. This will greatly depend on the values that students carry with them once they graduate from the institute.

The programme helps the students to equip themselves with the knowledge, skills and values. This is by way of:

  • Acquainting the students with the problems of today’s business environment that has become very dynamic and competitive. This is done by broadening of horizons by making available information in the form of books. Business magazines and research reports.
  • Developing decision making skills, analytical skills and logical reasoning through case study analysis, presentations, live projects, company internship, interactive class room lectures and discussions.
  • Developing the communication and interpersonal skills of students so that they can express themselves clearly and with confidence in order to influence others. Students are also trained to be good listeners who are sensitized to the expectations of others so that they can play an effective role in group situations. This is done through the communication labs.
  • Making Summer Project/Internship an integral part of the course curriculum. The summer internship programme is for a period of six to eight weeks that can be undertaken in any industry at the end of the third trimester.
  • • Organizing of rural camps in rural areas thereby imparting an understanding of the deeper aspirations of the common people for justice and who should see their training as a preparation for true service to the society. The perfect blending of humanity and professionalism, the amalgamation of management, leadership and social service is an active ingredient of this esteemed institution that creates, “Professionals with a difference”.

The department reserves the right to modify, update or delete a subject or a part of the subject in order to maintain the relevancy of the course. All modifications are subject to the approval of the academic council of the Institute.

Click here to know more about PGDM (Marketing) Course Structure