Year 1- Semester I

MGS 1101: Management Theory & Practice

This course aims to provide knowledge and generate awareness on the scope and functions of management and the role of business environment, technology, human resources in the process of achieving goals of organizations. Introduction to Management, Evolution of Management Thought, Business Environment, Planning, Decision Making, Organizing, Organization Culture and Human Resource Management, Leading, Motivation, Communication and Information, Controlling, Business Operations and TQM, Change Management and Innovation, Ethics and Social Responsibility, New Trends in Global Management Business Ethics and Corporate Social Responsibility. This course is delivered through lectures, discussion classes, guest lectures, etc. The students are assessed in both in class assessments such as group assignment, quizzes, mid semester examination, presentations (40%) and end semester examination (60%).

MGS 1102: Business Economics

Business Economics (MGS 1102) has been developed to meet the scope and sequence of a preliminary economics course. This is a compulsory unit for the 100 level of the Bachelor of Business Administration (BBA) degree programme offers by the Faculty of Management, University of Peradeniya. This aspect of unit deals with fundamentals of economics that enables student to learn and rehearse both microeconomics - study of the economic behavior of individual units of an economy and macroeconomics - study of how the aggregate economy behaves as a whole in a collective sphere. The microeconomics section of this course will provide an overview of the behavior of individuals/households and firms, and their impact on prices, and the supply and demand for goods and services. Further, it presents possible applications of consumer and producer behavior adjoin to different market structures. The macroeconomics section will provide an overview of the determination of output, employment, unemployment, interest rates, and inflation. In addition to that the lesson plans elaborates further macroeconomic theories/concepts such as IS-LM model, international trade and economic growth. The students are assessed in both in class assessments such as role plays, quizzes, mid semester examination (40%) and end semester examination (60%).

OPM 1101: Business Mathematics

This course aims to provide students with knowledge in basic concepts in mathematics and its applications in business context. The main topics covered in this course are Basic concepts of Algebra: Number theory, equations, graphs; Functions: linear, non-linear; Set theory; Progressions; Limits; Differentiation theory and applications: Total and partial differentiation, optimization; Integration theory and applications; Matrices; Financial mathematics: Simple interest, compound interest, present values, annuities and sinking funds; Permutations and combinations. This course is delivered through lectures, discussion classes, field visits, etc. The students are assessed in both in class assessments such as group assignment, quizzes, mid semester examination, graded forum (40%) and end semester examination (60%).

MGS 1103: Business Communication

This course aims to provide students with adequate knowledge and specially develop competencies to communicate in business environments. The main topics covered in this course are introduction to communication, organizational communication, presentations, writing process, business reports and proposals, effective meetings, cross cultural communication, employment process communication, effective visuals. This course is delivered through lectures, discussion classes, guest lectures, etc. The students are assessed in both in class assessments such as group assignment, quizzes, mid semester examination, presentations, role pays, organizing of communication day (40%) and end semester examination (60%).

ACF 1101: Financial Accounting

This course aims to provide students with knowledge on amalgamation, acquisition and conversion of partnership and Sri Lanka Accounting Standards related to principles of disclosure and preparation and presentation of financial statements of companies. The main topics covered in this course are Partnership accounts: Amalgamation, Acquisition of partnerships, Conversion of partnership into Limited Liability Company; Conceptual and regulatory framework; Accounting policies, changes in accounting estimates and errors; Events after the reporting period; Provisions, contingent liabilities and contingent assets; Inventories; Property, Plant and Equipment; Companies: dividends, retained earnings and income reporting, preference shares, Preparation and presentation of financial statements. This course is delivered through lectures, discussion classes, directed independent learning etc. The students are assessed in both in class assessments such as group assignment, quizzes, mid semester examination, presentation (40%) and end semester examination (60%).

Year 1- Semester II

OPM 1201: Business Statistics

This course aims to provide students with a general knowledge in descriptive and inferential statistics and their applications in business. The main topics covered in this course are Basic concepts of Statistics: Types of data, data collection and organization, data representation; Measures of central tendency; Measures of dispersion; Probability theory; Probability distributions: discrete and continuous; Sampling distributions; Confidence intervals; Hypothesis testing. This course is delivered through lectures, discussion classes, field visits, etc. The students are assessed in both in class assessments such as group assignment, quizzes, mid semester examination, graded forum (40%) and end semester examination (60%).

HRM 1201: Human Resource Management

The course, HRM 1201: Human Resource Management is a compulsory three credit course offered to 100 level students in the Bachelor of Business Administration (BBA) Honors Degree Programme. The aim of this course is to provide students with knowledge of the fundamental concepts and theories related to human resource management. The course provides an overview of the human resource management functions including Job Design, Job Analysis, Human Resource Planning, Recruitment and Selection, Hiring and Induction, Training and Development, Performance Management, Compensation Management, Health and Safety, Introduction to Labor Law, Grievance Handling and Disciplinary Procedure, Employee Movements and International Human Resource Management. This course is delivered through lectures, discussion classes, and self-assessment assignments. The students are assessed with a range of continuous assessments of both individual and group assignments, quizzes, presentations, projects, case studies and mid semester examination (40%) and with the end semester examination (60%).

OPM 1202: Operations Management

This course aims to provide students with a basic knowledge in operations management. The main topics covered in this course are Introduction to operations management; Evolution of operations management; Basic concepts in operations strategy and competitiveness; New product development and design process; Manufacturing process improvements; Product and process design in services; Nature and use of forecasting; Total quality management; Capacity planning; Facility and location planning; Layout planning; Production planning; Inventory management; Supply chain management; Contemporary issues in operations management. This course is delivered through lectures, discussion classes, field visits, etc. The students are assessed in both in class assessments such as group assignment, quizzes, mid semester examination, graded forum (40%) and end semester examination (60%).

MKT 1201: Principles of Marketing Management

This course aims to impart the basic knowledge and understanding to students regarding the concepts and theoretical foundations of Marketing and Marketing Management which would enable them to differentiate between marketing and marketing management, recognize the key marketing decisions, identify roles and scope of marketing and analyze marketing opportunities. The main topics covered in this course are Introduction to Marketing and Marketing Management; Role of Marketing in an Organization; Core Marketing Concepts; Business Orientations towards Market Place; Marketing Management Process; Marketing Environment; Introduction to Consumer Behavior; Introduction to target marketing, Introduction to Marketing Mix Strategies etc. This course is delivered through lectures, discussion classes, field visits, and seminars etc. The students are assessed in both in class assessments such as group assignments, presentations, quizzes, mid semester examination, (40%) and end semester examination (60%).

MGS 1201: Fundamentals of Social Sciences

This course aims to provide knowledge of the basic concepts and theories in Social Science and examine problems of present-day society. Further, this course provide base for other subjects namely, organizational behavior, industrial psychology, etc. The main topics covered in this course are introduction to social sciences, physical, cognitive and socio emotional development of human, learning, economic, political and social behavior, basic psychology and social issues. This course is delivered through lectures, discussion classes, guest lectures, etc. The students are assessed in both in class assessments such as group assignment, quizzes, mid semester examination, presentations, role pays, portfolios (40%) and end semester examination (60%).

Year 2- Semester I

MKT 2101: Advance Marketing Management

This course aims to provide students with knowledge on the nature and scope of marketing management in dynamic business environment, and explore the recent trends and developments in the local and global marketing environment. The main topics covered in this course are Introduction to marketing management; Analyzing the marketing environment; Marketing information system and conducting a marketing research; Analyzing consumer markets; Analyzing business markets; Addressing competition and driving growth; Segmentation, targeting and positioning; Product, branding and packaging decisions; Developing new products; Designing and managing services; Developing pricing strategies and programs; Designing and managing marketing channels; Designing and managing integrated marketing communications; Introduction to strategic marketing; Conducting marketing responsibly for long term success. This course is delivered through lectures, discussion classes, and seminars etc. The students are assessed in both in class assessments such as individual assignment, group presentations, mid semester examination (40%) and end semester examination (60%).

MKT 2102: Marketing Communications I

This course aims to impart knowledge and understanding to students about the softs skills a marketer should pursue so that they will be able to use the language effectively in implementing marketing communications with confidence. The course contains a balance between speech, writing and the mechanics of language use. The main topics covered in this course are Writing Skills: Mechanics of Writing Curriculum Vitae, Letter Writing (Official), Marketing Report Writing, Preparing Effective Advertisements; Presentation Skills: Public Speaking, Doing Effective Sales Presentations, Product Launches, Conducting Effective Meetings; Effective use of Social Media for Marketing. This course is delivered through lectures, discussion classes and field visits. The student assessment comprised of continuous assessments including group assignment, presentation and role paly (40%) and end of semester evaluation (60%).

MKT 2103: Relationship Marketing

This course aims to provide the knowledge and understanding to students about the conceptual and operational tools of Relationship Marketing, so that they will be able to design marketing activities to create and maintain sustainable customer relationships. The main topics covered in this course are Building relationships with multiple stakeholders; Building a customer-oriented relationship marketing approach; Customer value creation; Customer loyalty; Technological perspective of relationship marketing; Digital and social media for managing relationships and Design & Implementation of relationship marketing in organizations. This course is delivered through lectures, discussion classes, case study discussions, and self-learning, etc. The students are assessed in both in class assessments such as group presentations, quizzes, individual assignments (40%) and end semester examination (60%).

Year 2- Semester II

MKT 2201: Skills Development & Fine Arts

This course aims to develop critical thinking and analytical skills of students by undertaking portfolio of activities which includes enhancing aesthetic related skills and molding the personality of students by enabling creative thinking. The main topics covered in this course are Practical and Theoretical Exposure to Personality Theories; Business Etiquettes in the Modern World; Physical and Mental Fitness; Personality Development; Leadership Qualities; Ethical Leadership; Seminar Series focusing on Soft Skills Development: Team Work, Inter Personal Skills Development, Conceptual Skills; Skills on Stage; Voice Training; Dancing and Developing Audio / Video Commercials etc. This course is delivered through lectures, discussion classes, workshops, and seminars etc. The students are assessed in both in class assessments such as group/individual assignments, presentations, field visits, role plays, quizzes (40%) and end semester examination (60%).

MKT 2202: Events Management and Marketing

This course aims to provide students with the knowledge and skills required for planning, managing and staging a variety of events in order to realize positive economic, social and environmental outcomes. The main topics covered in this course are Introduction to events management and marketing; Role of communication in events; Role of marketing within event planning; Strategic approach for event planning; The events marketing mix; Managing the events workforce; Management and leadership in events; Understanding the consumers in events; Building and managing events reputation; Managing media relations in events; Promoting events through online; Funding events and sponsorships; Events logistics; Events evaluation; Trends in events marketing. This course is delivered through lectures, discussion classes, seminars and workshops etc. The students are assessed in both in class assessments such as individual assignment, group presentations, mid semester examination (40%) and end semester examination (60%).

Year 3- Semester I

MKT 3101: Service Marketing

This course aims to impart knowledge to students about the concepts and theoretical foundations of Services Marketing, so that they will be able to design strategies to manage service organizations effectively. The main topics covered in this course are Introduction to services marketing; Consumer behavior in the services context; Service marketing mix strategies; Balancing demand and capacity; Managing service quality and productivity; Complaint handling and service recovery; and Creating customer value in service economy. This course is delivered through lectures, discussion classes, and case study discussions, etc. The students are assessed in both in class assessments such as group presentations, quizzes, individual assignment, discussion forum (40%) and end semester examination (60%).

MKT 3102: Product & Brand Management

This course aims to enhance knowledge in managing existing products and making innovations for existing products which allows students to enhance the knowledge in the scope of branding and to apply the theories learnt in the practical arena. This course highlights the concepts and processes involved in new product development and brand building. The main topics covered in this course are New product; Classifications, Success and Failure; Development Process; Diffusion of Innovation and Adoption Process; Product Mix and Line Extension; Customer Based Brand Equity; Brand Positioning; Developing Brand Equity; Designing, Implementing Branding Strategies; Brand Naming Strategies and Brand Extensions Principles etc. This course is delivered through lectures, discussion classes, field visits, and seminars etc. The students are assessed in both in class assessments such as individual assignments, group presentations, quizzes, mid semester examination (40%) and end semester examination (60%).

MKT 3103: Hospitality Marketing

This course aims to impart knowledge and understanding to students about the Hospitality Industry and basic concepts of Hospitality Marketing so that they will be able to develop an effective marketing programme for hospitality industry incorporating the contemporary issues. The main topics covered in this course are Introduction to Hospitality Industry; Industry Overview; Services Management for the Hospitality Industry; Introduction to Hospitality Marketing; Hospitality Marketing Mix Strategies; Destination Marketing: Overview of Globalization of the Tourist Industry, Strategies for Segmenting and Monitoring the Tourist Market; Communication Strategies; Organizing and Managing Tourism Marketing; Opportunities and Crisis Handling in Hospitality Marketing. This course is delivered through lectures, discussion classes and field visits. The students are assessed in both in class assessments such as individual assignment, group presentations, case study (40%) and end semester examination (60%).

MKT 3104: E-Marketing

This course aims to impart knowledge to students on the concepts of E-Marketing and its practical application as part of E-Commerce so that they will be able to use the Internet as a strategic tool to develop business models and effective marketing communications. The main topics covered in this course are Introduction to E-Marketing; E-Marketing Plan; Global E-Markets; Ethical and Legal Issues of E-Marketing; Digital Customers; Segmentation, Targeting, Differentiation, and Positioning Strategies; Marketing Mix in the Digital Platform; Managing Digital Marketing; Customer Lifecycle Communications and Customer Relationship Management in the Digital Platform. This course is delivered through lectures, discussion classes and field visits. The students are assessed in both in class assessments such as case study, presentation and group assignment (40%) and end semester examination (60%).

Year 3- Semester II

MKT 3201: Consumer Analysis

The aim of this course is to provide the knowledge and understanding to students about the concepts and the theoretical foundations of psycho-social factors that shape and influence on the behavior of the consumers, so that they will be able to design marketing strategies in different settings and contexts. The main topics covered in this course are Historical and contemporary perspectives of consumption; Consumer psychological factors and socio cultural factors that are affecting on consumer decision making; Consumer buying patterns; Future trends and perspectives of consumer behavior; Marketing ethics and social responsibility. This course is delivered through lectures, discussion classes, case study discussions, etc. The students are assessed in both in class assessments such as group assignment, quizzes, individual assignment (40%) and end semester examination (60%).

MKT 3202: Marketing Communications II

This course aims to impart knowledge to students about the concepts and theoretical foundations of marketing communications strategies so that they will be able to develop an appropriate marketing communications program for an organization. The main topics covered in this course are Introduction to Integrated Marketing Communications (IMC); Role of IMC in Building Brands; Perspectives on Buyer Behavior; IMC Planning Process; Organizing for Advertising and Advertising Design; Source, Message and Channel Factors; Traditional Tools of Marketing Communications; Modern Tools of Marketing Communications; Internal and International Marketing Communications; Regulations and Ethical Concerns; Evaluating the IMC Program. This course is delivered through lectures, discussion classes and field visits. The students are assessed in both in class assessments such as case study, presentation, quizzes and group project (40%) and end semester examination (60%).

MKT 3299: Marketing Research

This course aims to provide students with knowledge on concepts and techniques relating to Marketing Research and enhance their ability to deal with organizations' challenges about marketing decision-making. The main topics covered in this course are Introduction to Marketing Research; The Role of Marketing Research in Marketing Decision Making; The Process of Developing a Marketing Research Problem, and Development of an Approach; Marketing Research proposal preparation; Research Design Formulation: Exploratory and Descriptive Research Designs, Secondary and Syndicated Data, Qualitative and Quantitative Research, Survey and Observation, Experimentation and Causal Research, Experimental Designs; Measurement and Scaling; Questionnaire and Form designing; Sampling Design and Procedures; Data Preparation, and Analysis: Descriptive Statistics, Hypothesis Testing, and Inferential Statistics; Marketing Research Report preparation, Oral Presentation, and Dissemination. The students are assessed in-class assessments such as individual and group assignments, quizzes, graded forums, mid-semester examination (40%), and end-semester examination (60%).

Year 4- Semester I

MKT 4101: International Marketing

This course aims to provide students with knowledge on broader concepts, strategies, and vibrant applications relating to International Marketing and enhance their ability to deal with domestic marketing organizations' challenges regarding International Marketing Decision Making. The main topics covered in this course are The Scope and Challenge of International Marketing; The Dynamic Environment of International Trade; The Cultural Environment of Global Markets; The Global Political and Economic Environments; The International Legal Environment; Global Marketing Research and Global Market Opportunities-American, Europe, Africa, Middle East, The Asia Pacific Region and the Emerging Markets; Developing Global Marketing Strategies: Global Marketing Management, Planning, and Organization; International Marketing Mix Strategies; Implementing Global Marketing Strategies: Negotiating with International Customers, Partners, and Regulators. The students are assessed in-class assessments, such as individual and group assignments, graded forums, mid-semester examination (40%), and end-semester examination (60%).

MKT 4102: Sales and Retail Management

This course aims to develop a basic foundation of knowledge in Sales Management by exploring how to attain an organization's sales goals in an effective & efficient manner and explore how to run a retail operation. The main topics covered in this course are Introduction to Sales Management; Overview of Personal Selling; Organizational Strategies and the Sales Function; Sales Organization Structure and Sales Force Deployment; The Effective Sales Executive; Staffing the Sales Force; Continual Development of the Sales Force; Emerging Issues in Sales Management; Overview and Evolution of Retailing; Merchandise Management; Retail Space Management and Marketing; Customer Service; Retail Strategy Development; Emerging Trends in Retail Management. This course is delivered through lectures, discussion classes, seminars and field work etc. The students are assessed in both in class assessments such as individual assignment, group presentations, mid semester examination (40%) and end semester examination (60%).

MKT 4103: Analytical tools for Marketing Research

This course aims to provide knowledge and understanding of data presentation and analysis techniques using appropriate statistical software so that they will be able to analyze data using appropriate statistical tests and interpret the results. The main topics covered in this course are Introduction to Data Analyzing Techniques; Quantitative Data Analysis Theory and Practical (With SPSS and/or AMOS); Qualitative Data Analysis including both general strategy and research approach based strategies; Data Presentation; Interpretation of Results; Giving Recommendations and Conclusions; Research Report Writing. This course is delivered through lectures, discussion classes and practical lab sessions. The students are assessed in both in class assessments such as quizzes, assignments, and mid semester examination (40%) and end semester examination (60%).

MKT 4104: Sustainability Marketing

This course aims to enhance the awareness and understanding of sustainability in organizations focusing on the marketing discipline and concepts. The main topics covered in this course are Overview and Definition of Sustainability Marketing; The Concept of Sustainable Consumption and Consumer Behavior; Concept of Corporate Social Responsibility and Shared Value; Ethical Dimensions of Sustainable Marketing; Defining and Segmenting Sustainability Markets; Developing and Positioning Sustainable Products and Services; Sustainable Branding and Packaging; Global Trends in Sustainable Markets; Sustainable Marketing Channels and sustainable Supply Chains; Sustainable Pricing; Sustainable Marketing Communications; Digital Media in sustainable Marketing; Sustainable Marketing Plan. This course is delivered through lectures, discussion classes, seminars and field work etc. The students are assessed in both in class assessments such as individual assignment, group presentations, mid semester examination (40%) and end semester examination (60%).

MKT 4105: Emerging Themes in Marketing

This course aims to enable students to critically evaluate the impact of a range of new and emerging themes in business organizations and the marketing environment from a strategic perspective to anticipate and adapt to future changes as professional marketers. The main topics covered in this course are Changes in political governance systems and modern global political focus, self-regulatory rules; Contemporary economic opportunities and challenges; Social change (at local and global levels): emergence of middle income segment and marketing innovations, emergence of global super society, marketing for new generations (millennials and centennials); Changing consumers: customer power, ethical consumptions, home working, multi-channel purchasing, ; Development of creative human capital for marketers; Emerging Technologies; Internet of things; Environmental challenges and marketing innovations; Changes in nature and structure of supply chains for marketing orientation; Neuromarketing; Entrepreneurial marketing; Marketing for startups; Marketing in plural sector; New marketing professional: intelligence gathering, creative and flexible thinking. This course is delivered through lectures, discussion classes, field visits, and seminars etc. The students are assessed in both in class assessments such as individual assignments, group presentations, role play, mid semester examination (40%) and end semester examination (60%).

MKT 4099: Independent Research Project in Marketing Management

This course aims to provide students an opportunity to undertake an empirical study in Marketing Management. This dissertation enables students to apply their theoretical knowledge and gain an in-depth understanding of the field of Marketing Management. The main topics covered in this course are Introduction to Research in Marketing; Philosophical Assumptions in Research; Literature Review and Formulating Theoretical Framework; Research Problem Identification, formulating research questions and hypotheses; Quantitative Research Methods; Qualitative Research Methods, Data Collection Methods; Quantitative Data Analysis; Qualitative Data Analysis; Research Ethics; Preparation of Research Report. This course is delivered through lectures, discussion classes, seminars and workshops etc. The students are assessed in both in class assessments such as individual assignment, individual presentation, mid semester examination (40%) and end semester examination (60%).

Year 4- Semester II

MKT 4201: Strategic Marketing and Case Analysis

This course aims to provide students with knowledge on Marketing Strategy Development, Strategy Implementation, and Strategy Evaluation through the application of Models, Theories, Concepts, and Comprehensive Case studies and enhance their ability to deal with Marketing Organizations' challenges regarding Strategic marketing decision making. The main topics covered in this course are Introduction to strategic marketing; Strategic marketing management process; Marketing environment analysis; Customer and market analysis; Industry and competitor analysis; Internal analysis; Growth strategies; Sustainable competitive advantage; Strategic market segmentation, targeting and positioning; Strategic relationships and networks; Product and service strategy and strategic brand management; Tactical marketing strategies; Drafting the marketing plan; Organizing for success; Implementation process and internal marketing. The students are assessed in-class assessments such as individual and group assignments, case analysis, graded forums, quizzes, mid-semester examination (40%), and end-semester examination (60%).

MKT 4202: Marketing Ethics

This course aims to provide students with a basic understanding of the ethical marketing behavior and issues involved in ensuring ethical marketing decision-making so that they will be able to devise framework for the conduct and character of marketing in broader society. The main topics covered in this course are Introduction to Ethics in Marketing; Analyzing the Marketing Environment; Stakeholder Marketing; Ethical Considerations in Building Customer Satisfaction, Quality, Service, and Value; Ethics and the Marketing Mix; Special Topics in Marketing Ethics such as Marketing to Children, Cross-Cultural Consumer Marketing, Multinational Marketing, Cause-Related Marketing; Ethical issues in International Marketing. This course is delivered through lectures, discussion classes and field visits. The students are assessed in both in class assessments such as debate, assignment and presentation (40%) and end semester examination (60%).

MKT 4203: Green Marketing

This course aims to impart the knowledge on the impact of human consumption on the environment and development of marketing strategies to improve the human-environment interaction through creation, communication and deliver of superior value and development of customer relationship management. The main topics covered in this course are the Introduction to Green Marketing; Strategic Green Planning; The Environment & Consumption; Discovering a Marketing Value via Market Analysis; Creating and Delivering Value via Green Marketing; Green Marketing Pricing Strategies; Development of an Integrated Green Marketing Framework: Implementation Green Marketing Strategies, Green Marketing Future Trends, Career Opportunities etc. This course is delivered through lectures, discussion classes, field visits, and seminars etc. The students are assessed in both in class assessments such as group/individual assignments, presentations, debates, mid semester examination (40%) and end semester examination (60%).

MKT 4298: Seminar in Marketing Management

This course aims to provide students an opportunity to review the empirical research in the field of Marketing Management, present the research outcome of the each research paper and the text books and Identify recent developments in the area of Marketing Management. Further, the students will be provided the opportunity to listen to the leading corporate personalities in marketing through seminars and workshops. Particularly, the students will be assigned reputed research articles and the chapters of the text and research based books on the current topics in the field of Marketing Management. The students are requested to submit the written report by analyzing each case and the chapters of the text books. Further, students will be requested to conduct the seminar and present their evaluation on the cases assigned and the chapters of the books. Apart from that the faculty also organizes a common seminar for the students who are following the seminar course with the presence of reputed scholars in the field of Marketing Management. Moreover, the students need to develop the cases in the field of marketing with respect to the practical issues encountered by the organizations incorporating the theoretical insights. This course is delivered through lectures, discussion classes, field work, seminars and workshops etc. The students are assessed in both in class assessments such as individual assignment, group presentations, case analysis (40%) and end semester examination (60%).

MKT 4299: Internship in Marketing Management

This course aims to expose the students to the practical field of Marketing Management so that they will be able to develop competencies and formulate viable solutions to practical organizational problems. In this course the students are requested to work in the assigned industries for a period of 15 weeks (600 hours) full-time during the second semester of the fourth year. They are required to maintain a diary relating to the experience they obtain. In addition, students are required to produce a project report based on a marketing issue (problem) in the selected organization and make two formal presentations of their experience and findings to the department at the interim and the final evaluations. Industries in which students are undergoing internship are expected to send a confidential report to the Department. The student assessment comprised of interim presentation and viva (10%), duly completed internship diary (15%), employer’s confidential report (10%), internship project report (50%) and final presentation and viva (15%).

MKT 4099: Independent Research Project in Marketing Management

This course aims to provide students an opportunity to undertake an empirical study in Marketing Management. This dissertation enables students to apply their theoretical knowledge and gain an in-depth understanding of the field of Marketing Management. The main topics covered in this course are Introduction to Research in Marketing; Philosophical Assumptions in Research; Literature Review and Formulating Theoretical Framework; Research Problem Identification, formulating research questions and hypotheses; Quantitative Research Methods; Qualitative Research Methods, Data Collection Methods; Quantitative Data Analysis; Qualitative Data Analysis; Research Ethics; Preparation of Research Report. This course is delivered through lectures, discussion classes, seminars and workshops etc. The students are assessed in both in class assessments such as individual assignment, individual presentation, mid semester examination (40%) and end semester examination (60%).