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BBA Consumer Marketing

Level: Graduation Program

Assessment Pattern: Continuous assessment + Semester + Annual

Starting: July 2021

Study Mode: Full Time (3 Years)


  • The appliance and consumer electronics industry is expected to double to reach Rs. 1.48 lakh crore (US$ 21.18 billion) by 2025.
  • The Indian government has been encouraging consumer durable brands in India to ‘Make in India’ thereby expecting they should be self-reliant for the future; consumers too are showing an affinity towards homegrown products
  • Indian appliance and consumer electronics (ACE) market is expected to increase at 9% CAGR to reach Rs. 3.15 trillion (US$ 48.37 billion) in 2022.
  • The retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion in 2017, with modern trade expected to grow at 20 25% per annum, which is likely to boost the revenue of FMCG companies
  • FMCG businesses in India are planning to expand their oral care portfolio by entering new and niche categories such as mouth sprays, ayurvedic mouth cleansers and mouthwashes to meet the rising consumer demand for hygiene products.
  • The FMCG sector has witnessed healthy FDI inflows of US$ 17.8 billion from April 2000 to September 2020.
  • The services sector contributed 55.39% to India’s Gross Value Added at the current price in FY20.
  • The Government has allowed 100% Foreign Direct Investment (FDI) in food processing and single-brand retail and 51% in multi-brand retail. This would bolster employment, supply chain and high visibility for FMCG brands across organized retail markets
  • In the organized manufacturing and service sector, employment is expected to increase from the current 38 million to 46-48 million by 2022.


Consumers are part of the household sector and today,the household sector is one of the major sectors contributing to our GDP. Marketers are paying close attention to consumer behavior and continuously study how potential buyers act when purchasing goods or services for personal consumption. Direct-to-consumer businesses are changing the game. Today brands choose to direct their attention at consumers as opposed to pushing products through middlemen.

The past years have faced an unpredictable job market. Though there have been massive shifts, we are still seeing growth across many industries and in many fields. Especially, within the creative, marketing and technology sectors.

So, what does studying Consumer Market mean?

Consumer marketing is defined as creating and selling products, goods and services to individual buyers, as opposed to trying to appeal to businesses. You would have often heard about this – Fast Moving Consumer Goods. These are nothing but products that are destined for use by ultimate customers or households that cannot be done with, as their usage is on a day-to-day basis. For Example, Toothpaste, soaps, body lotions, etc. These are meant for personal consumption and the demand for such products is direct. Consumer Durables is another such category falling under the gamut of Consumer Marketing, which includes cars, electronics goods, home appliances, furniture, etc.

IIMP Pune’s 3 years program in BBA Consumer Marketing offers you all the necessary knowledge and skills to start your career in the field of Consumer Marketing. Consumer Marketing stands as a perfect amalgamation of the said sectors and comes out to be an ever-growing sector. Growing companies are focusing on acquiring new customers and retaining existing customers. Therefore, Consumer Marketing and Retail Marketing are one of the niche areas where ample dignified job opportunities are available.


Students enrolled for the specialization in BBA-Consumer Marketing develop suitable management, analytical skills and people skills specific to the career opportunities in the field of Consumer Marketing sector. This program of Consumer Marketing has been designed to allow graduates to gain the relevant competencies and skills to give them a competitive advantage when applying for employment in the consumer sector.

  • Learn to create contemporary strategic marketing toolkits to generate consumer intelligence and plan the right strategies to market consumer goods and services
  • Develop your knowledge and application of consumer behaviour theories and buying behaviour models
  • Acquire a deep understanding of the application of marketing tools on consumer decision making
  • Explore how different tactics are used to influence Consumer markets and management decisions.
  • Learn about selected marketing research techniques, and how to apply these to gain real consumer insights.
  • Enhance your cultural sensitivity by examining the interaction between culture and consumer buying behaviour in relation to the FMCG marketing sector.


  • Ability to collect, process, and analyze consumer and market data to make informed decisions.
  • Ability to create branding and integrated marketing communications plans that include value propositions.
  • Use effective communication skills for sales & marketing at retail outlets.
  • To learn and understand consumer buying behaviour patterns.
  • Understanding of distribution & logistic concepts associated with FMCG Products.
  • Practice critical and creative thinking to improve the decision-making process.
  • Describe the different consumer decision processes and understand when to apply the appropriate process.
  • Examine how individual characteristics, social and cultural factors, and situational factors influence the consumption process



We are pleased to share with you all that IIMP has been accredited by National Board of Accreditation for 4th time for a period of three years . We are grateful to you all for your trust shown in the brand IIMP .
The journey of “Empowering Minds to Elevate Lives” continues.

The details of the BBA admission process in IIMP, one of the best BBA colleges in Pune is as follows:

  • Application for participation in the BBA admission process 2021 is available online. Eligible candidates desiring BBA admission are required to apply online ( for appearing for the selection process which will be conducted online.
  • BBA admission will be granted to candidates based on the merit list. Candidates' merit list will be prepared by taking into consideration their marks secured in 10th and 12th and performance in the personal interview conducted by IIMP. The distribution of weightage for different components will be as under:

Sl No.


IGI Weightage


10th Marks



12th /Diploma Marks



Personal Interview


BBA Admission Eligibility

  • Higher Secondary School Certificate (10+2) or its (First Year) equivalent Examination with 40% marks from any stream. (35% for Reserved category and 40% for Open category candidate as per Maharashtra state government rules) and English as one of the Subjects.
  • Three year Diploma Course (after S.S.C.) of Technical Education conducted by the Government of Maharashtra or its equivalent.
  • Two year Diploma Course in Pharmacy (after H.S.C.) of Board of Technical Education conducted by Government of Maharashtra or its equivalent.
  • Higher Secondary School Certificate (10+2) Examination with 45% marks and any Vocational subject at (10+2) level.

Higher Secondary School Certificate(10+2) Vocational (MCVC)- Minimum Competency based vocational course Examination with 45% marks (40% for reserved category candidate as per Maharashtra state government rules)

To know more about BBA Eligibility, BBA admission process and BBA admission fees structure, candidates may call these numbers - 020-67103936/ 020-67103909/ 911/ 902 or visit our campus on any working day at Tathawade, Pune.

Indira College Pune Fees Structure 2021-22

Maharashtra State Domiciled Students Other than Maharashtra State Students
50000 60000



We are pleased to share with you all that IIMP has been accredited by National Board of Accreditation for 4th time for a period of three years . We are grateful to you all for your trust shown in the brand IIMP .
The journey of “Empowering Minds to Elevate Lives” continues.

BBA in Consumer Marketing

Semester I

Course Code  Credits  Course Type  Title  Marks  CCA  ETA 
101 4 GC  Principles and Practices of Management  100 50 50
102 4 GC  Business Communication Skills  100 50 50
103 4 GC  Financial Accounting and Cost accounting  100 50 50
104 4 GC  Business Economics(Micro)  100 50 50
105-A  4 GE  Business Mathematics  100 50 50
106 4 GC  Business Demography  100 50 50
107 2 SEC  Personality Development 50 50 X

Semester II

Course Code  Credits  Course Type  Title  Marks  CCA  ETA 
201 4 GC  Business Organization and System  100 50 50
202 4 GC  Corporate communication 100 50 50
203 4 GC  Introduction to Mass Communication 100 50 50
204 4 GC  Business Economics(Macro)  100 50 50
205-A  4 GE  Business Statistics  100 50 50
206 4 GC  Principles of Marketing  100 50 50
207 2 SEC  Writting Skill Development 50 50 X

Semester III

Course Code Credits Course Type Title Marks CCA ETA
301 4 GC Introduction to Indian Constitution 100 50 50
302 4 GC E-business and Applications 100 50 50
303 4 SC Consumer Behaviour  100 50 50
304 4 SC Sales & Territory Management 100 50 50
305 3 SSE Fundamentals of Digital Marketing 100 50 50
306 3 GC IT in Business Management 100 50 50
307 2 SEC Negotiation Skills 50 25 25

Semester IV

Course Code Credits Course Type Title Marks CCA ETA
401 4 GC Business Laws 100 50 50
402 4 GC Business Research Methods 100 50 50
403 4 SC Consumer Sales Promotion 100 50 50
404 4 SC Distribution Channel Management 100 50 50
405 3 SSE Retail Managemnt 100 50 50
406 3 GC Environment and Sustainability 100 50 50
407 2 SEC Personal selling skills 50 25 25

Semester V

Course Code Credits Course Type Title Marks CCA ETA
501 4 GC Entreprenureship Development 100 50 50
502 4 SC Rural Marketing 100 50 50
503 4 SC Product & Brand Management 100 50 50
504 3 SSE Services Marketing 100 50 50
505 3 SSE  Legal and Ethical Aspects of Marketing 100 50 50
506 4 PW1 SIP/Project Work 100 50 50

Semester VI

Course Code Credits Course Type Title Marks CCA ETA
601 4 GC Strategic Management 100 50 50
602 4 SC Project Work 2 (Dissertation)  100 50 50
603 4 SC 100 50 50
604 3 SSE 100 50 50
605 3 SSE 100 50 50
606 4 SOC 100 50 50



We are pleased to share with you all that IIMP has been accredited by National Board of Accreditation for 4th time for a period of three years . We are grateful to you all for your trust shown in the brand IIMP .
The journey of “Empowering Minds to Elevate Lives” continues.


The students enrolled in BBA in Consumer Marketing get to develop understanding of B2C marketing, key skills like typically speaking directly to a single decision-maker and other people skills specific to the career opportunities in the Consumer Marketing. This specialization is designed to equip the students with knowledge of the rapidly growing consumer sector,consumer behavior, products and services and skills required to develop customer relationships by personalizing interactions. After the three-year degree course with a specialization in Consumer Marketing, students can look forward to entry-level job opportunities in the B2C consumer market. This BBA specialization also helps in gaining an in-depth understanding of consumer characteristics and help organisations improve their marketing through better consumer insight.

There are numerous job opportunities after completing BBA in Consumer Marketing. Few of them are as follows:

  • Sales Executive - FMCG
  • Sales Executive - Consumer Durable
  • Assistant Manager - Marketing Consumer Insights
  • Assistant Manager - Marketing – FMCG
  • Branding Executive / Junior Brand Manager
  • Customer Relationship Executive
  • Customer Care Officer
  • Distribution Executive / Marketing Service Manager
  • Executive in Rural & Regional Marketing
  • Assistant to Category Manager
  • Marketing executive - Consumer Brand
  • Product Executive
  • Sales and Marketing Analysts
  • Marketing Executive in Consumer Banking
  • Campaign Management Executive


  • Tourism
  • Automobile Dealership
  • Social Ventures
  • Software
  • FMCG Goods
  • Franchising
  • Food Delivery Industry/ Firms
  • Education and Training
  • Affiliate Marketer


After completing BBA in Consumer Marketing students have the opportunity to explore the following career avenues.

  • Pursue higher studies
  • Brand Management
  • PR/Communications
  • Marketing Analysis and Growth Marketing
  • SEO/SEM and E-commerce



We are pleased to share with you all that IIMP has been accredited by National Board of Accreditation for 4th time for a period of three years . We are grateful to you all for your trust shown in the brand IIMP .
The journey of “Empowering Minds to Elevate Lives” continues.


Our Placement cell aims to provide suitable career and training to students according to their interests and capability. The interest of the students is looked into so that there will be a smooth transition into the corporate world. The institute aims in assisting students for summers as well as final placements by arranging campus interviews for recruitments in corporate houses and to all public sectors, private sectors and MNCs. Industry experts are invited to train and develop our students more employable and take any challenge in the professional world.

 Following are the important activities of our placement cell.
  • 100% placement assistance
  • Various pre-placement and placement activities to prepare our students corporate ready
  • Career guidance by the experts in the field
  • Industrial tie-ups for hands-on practical/ internship and certifications


  • IIMP extends career guidance, campus placement which is a gateway to an aspired career and helps students to become competent in the world of cut-throat competition.
  • Soft skills development program and aptitude are provided which enhance the potentials of students and which creates maximum opportunities for the placement of the eligible in the job market.
  • The on-campus recruitment at IIMP provides a convenient way for corporates to interview our students for permanent employment. The process has been jointly designed by the faculty, recruiters and students over the years and tries to optimize the interest of all.

Placement Cell at Indira Institute of Management, Pune frequently interacts with the corporate world, thereby developing and maintaining symbiotic relations. It undertakes various activities related to campus placement.

  • Every year there are more than 350+ companies on campus.
  • Leading companies from all major sectors like Retail, Manufacturing, Hospitality, IT, Consulting,Research, Telecom, Media, FMCG. FMCD, Banking, Financial Services, Financial services, Finance- Corporate, Banking and Analysis, Auto, Logistics, etc. offering good job profiles in Marketing, Operations, Sales, Consulting visit campus every year offering.
  • Long-standing relationships and tie-ups with multinationals, Indian MNCs and Indian Corporates.


In the wake of the current pandemic situation, the Indira Group of Institutes, Pune has also adopted a virtual recruitment module. We use numerous online platforms like MS Teams, Zoom, etc. to facilitate the online placement process. Pre-placement evaluation, Group Discussions and Interviews are conducted online by the recruiters. Last year more than 90% of our management students were placed through a virtual placement process.


  • Dove
  • L’Oreal
  • Colgate
  • Orio
  • Nescafe
  • Lays
  • Maggi
  • Pepsi
  • Lifebuoy
  • Hindustan Unilever Ltd....
  • ITC Ltd....
  • Nestle India Ltd....
  • Britannia Industries Ltd....
  • Godrej Consumer Products Ltd.
  • Patanjali Ayurveda Limited.
  • Dabur India Ltd
  • Marico Ltd.
  • Ola
  • Myntra
  • Voonik
  • Snapdeal
  • Reliance Industries
  • ICICI Bank
  • HDFC
  • Tata Consultancy Services
  • L & T



We are pleased to share with you all that IIMP has been accredited by National Board of Accreditation for 4th time for a period of three years . We are grateful to you all for your trust shown in the brand IIMP .
The journey of “Empowering Minds to Elevate Lives” continues.

Our Facilities

IIMP campus is located on the new Bengaluru-Mumbai highway near Bhumkar chowk, Tathawade which has good connectivity to all parts of Pune city. It is 20 kms away from Pune railway station and about 16 kms from the Shivaji Nagar bus station. It is an ideal choice for students desirous for BBA admission in one of the best BBA colleges in Pune.


IIMP provides hostel facilities to girl students within its campus itself. The hostel is nothing but "a home away from home for the girls” & is also safeguarded by the warden & security guards round the clock. Hostel accommodation to boy’s students is also available within walkable distance from the campus


The Institute has a Cafeteria, which is uniquely designed and located in the main campus. Cleanliness and hygiene are given immense importance here. Canteen authorities always make it a point to provide hygienic and balanced food to the students so that they are better prepared to cope with the rigors of the course. Students relish some delicious dishes here, while having a chat or bonding with their friends. The dining table is known to be a witness to excellent assignments and presentations prepared by the students.

Classroom and Seminar Rooms

IIMP has spacious classrooms enabled with modern audiovisual facilities and computer labs to facilitate digital learning. The classrooms have been equipped with facilities to conduct virtual classroom sessions to ensure compliance with social distance and safety precautions The college has a 300 seater air-conditioned auditorium located in the main campus to facilitate seminars and sessions by industry speakers. This auditorium is also used by students for various activities like talent fest, traditional day, and induction session with new students. There are basketball, volleyball courts, gymnasium and infrastructure for other sports. It helps in distressing and maintaining physical and mental wellness.


The Indira Institute of Management Pune, Main Library is a   fully automated resource centre with centre with the latest techniques of operation and services. There is a collection of around 40030 books and 5oo CDs and DVDs. The Library has a pleasant environment and a well-lit hall of capacity to accommodate around 100 students at a time..    

The library has a rich collection of more than 100 journals and  periodicals and project reports of previous years are made available for reference and study. The library is a member of ASSOCHAM & MCCIA. It has a wide range of online IP based & Internet/mobile based services for its clientele. The library boasts of a rich collection of audio-visual lecture series of Harvard Business School, Stanford, Pyramid Media and Tom Peters Company.

The library has rich online resources with links to NPTEL video lectures on management, e-pathshala videos,and case studies on management, glossaries and e-journals.

The Library of the Institute has an excellent collection of reference textbooks and encyclopedias related to the field of Management. Library has subscribed to all popular business newspapers and magazines of India. The library is regularly updated by periodicals and journals. In addition to curriculum-related books, our library is also well stocked with books on general reading, self-help and motivational literature. Students will have full access to the library after their BBA admission and issue of smart cards by the institute.

IT Infrastructure

The IT Infrastructure also covers the latest licensed software for designing, editing and simulation of projects, statistical analysis and project presentation. Security (physical & data access) within the campus is administered via surveillance cameras and data access policies implemented via various servers using Microsoft Technology. IIMP has dedicated computer labs with broadband connectivity to help student’s complete different tasks and presentations assigned to them.IGI has the got the office365 communication platform for communication between students and faculty members. Students are assigned individual email-ids for their individual communication with the fellow students and faculty. Besides, IIMP has rolled out a comprehensive ERP system which takes care of the entire student’s academics, examination and allied activities management during their stay at Indira.

Our Staff

Dr. Anjali Kalkar,
Dean UG Programs, IIMP BBA

Educational Qualification - M.A. (Music), M.Com, MBA (HR), MBA (Marketing), Ph.D (Business Administration)

Expert In – The field of commerce and has an Illustrious career of 20 years in the field of education and has also worked as BOS Chairman (Academic Council Member – SPPU) for BBM (IB) and BCA course.

Recipient of Award - “Award for Outstanding Contribution to Education” “ Karya Gaurav Puraskar”

Dr. Sonali Shrotri

Educational Qualification:, MBA(Finance) , Ph.D. in Finance, NET in management

Expert in: Financial Analysis, Financial Services, Case studies in Finance, Direct Taxation, Business Mathematics and Statistics.

Experience: With over 22+ years of total experience. She has over 2 Years of industry experience and 12+ years of teaching experience in educational institutes.

Prof. Swapnil Kharde

Qualifications - MBA (Marketing), BSc ( Agriculture Bio-technology), PhD Pursuing (Marketing)

An Expert in - Marketing, Digital Marketing, Social Media Markeitng

Experience – Teaching Experience - 7 Years, Industry Experience – 1.5 Years

Prof. Uttara Bhattacharya

Qualifications - MBA (Human Resource), MCA , BSc ( Computer Science ), DeLEd, PhD Pursuing

An Expert in – Management, Human Resource Management, Consumer Behaviour.

Experience - Teaching Experience - 5 Years, Industry Experience - 3 Years


Education Qualification - PGDM (Banking and Finance), General Management, Sales and Distribution Mgmt, Organizational Change Management

Expert In - Financial Planning and Wealth Management, Risk Management, Banking and Insurance Management, Financial Markets and Institutions, Credit Management

Dr. Gayatri Pai

Educational Qualification - Ph.d in Finance, MBA, CA, B.Com.

Expert In – Financial Management, Cost & Management accounting, Financial Accounting, Direct Taxation, Financial Services and Financial Markets.

Mrs. Sonia Jain

Educational Qualification – B.Ed ( Economics ), M.A ( Economics ), DMM, B.A. ( Economics Honors )

Expert In – Business Economics – Micro and Macro

Experience - She is the senior most faculty with 25+ years of teaching experience and has been one of the most influencing faculties.

Vishal Parmar

Educational Qualification - BE(Mech), MBA – Project Management Prince2, ITIL, PMP, AWS Cloud, Digital Marketing

Experience - 22+years of experience in varied industry domain – Information technology, Advertising, Marketing and Teaching.

Prof. Vaishali S. Kamerkar

Qualifications - MBA (Marketing), NET (Management )

An Expert in - Research Methodology, Marketing Research, Business Statistics, Business Maths, Data analytics

Experience - Teaching MBA, MCA, BBA and Mass Media students since 20 years

Prof. Prasad Khalbande

Educational Qualification – MBA ( Finance )

Expert In – Financial Accounting, Credit Management, Financial Planning, Financial Management, Financial & Investment Planning.

Work Experience – Teaching Experience - 16 years, Industrial Experience – 27 Years

Vasudha Agnohotri

Educational Qualification – B.E ( Electronics and Telecomunication) , MBA – ( HR & Marketing)

Expert in - Marketing and Advertising, she has been teaching various subjects like Digital Marketing, Consumer Behavior, Advertising & Branding, Integrated Marketing Communication, Sales & Distribution management, Retail Management, Business Organization

IIMP is one of the best BBA colleges in Pune because it believes in imparting holistic development of students. We, at IIMP, believe that today's students are the future of our great nation. Besides the classroom-based study, IIMP emphasizes on extra-curricular activities as well. Such interactive activities include

  • Use of Multimedia as an integral part of teaching pedagogy
  • Practical approach in teaching by using various teaching methods such as case studies, Role-plays, simulations, multimedia, projects in addition to the participative lecture method.
  • Add on Certificate Programs
  • Corporate games
  • Webinars and seminars
  • Doubt clearing sessions
  • Debates and Public Speaking training
  • Information on future trends in education
  • Internships with industry
  • Sessions by eminent speakers from various sectors of industry.
  • Health and Fitness activities like Yoga & Meditation.
  • Participation in other curricular and co-curricular activities outside the campus.

Students participate in the sessions taken by speakers of national and international repute as a part of the Indira Leadership series. Reckoned as the top BBA colleges in India, we organize wellness and health sessions via Yoga & meditation. IIMP believes that a healthy body and sound mind go hand in hand for the holistic development of students.


  • Verbal, Writing or Public speaking skills, when refined, will help you to convey your message in a clear and creative manner which will help the aspirants to capture the attention of their audience.
  • Professional Communication to channelize your marketing strategy towards various consumers.
  • When coming up with a new campaign or marketing initiative, pitching marketing plans or new ideas to your clients or to specific masses.
  • Creativity with aesthetic sensibility
  • Ability to Think out of Box and brainstorm themes for products.
  • Negotiation skills
  • You will be trained to read the ongoing traits and trends in the market.
  • Reach to specific masses in consumer products with a result-oriented approach by managing budgets as well as setting prices to maximize profit and sales volume.
  • Technology Skills including Email Marketing, Developing Social Media Strategy, Facilitate Consumer Relations Management (CRM).
  • Reviewing websites for promoting products and services by analyzing consumer survey data with other competitors in FMCG.
  • Researching and Selecting media outlets for promotional campaigns soliciting feedback from customers.
  • Learning implementation of Time Management and SWOT Analysis
  • Developing Delegation, Problem-Solving, Decision-Making, Presentation skills and other related organizational skills.


  • Industrial visits in prominent companies
  • Certification oriented trainings
  • Seminars, workshops by industry experts
  • Case Discussions and classroom exercises
  • Assignments & Presentations
  • Online Interactive sessions with live streaming
  • High quality pre-recorded videos for reference
  • Live streaming sessions by eminent speakers from the Industry.


  • Online quizzes
  • Online assignments
  • Case studies
  • Mini Projects
  • Online exams
  • Remedial classes



We are pleased to share with you all that IIMP has been accredited by National Board of Accreditation for 4th time for a period of three years . We are grateful to you all for your trust shown in the brand IIMP .
The journey of “Empowering Minds to Elevate Lives” continues.

BBA Frequently Asked Questions (FAQs)



We are pleased to share with you all that IIMP has been accredited by National Board of Accreditation for 4th time for a period of three years . We are grateful to you all for your trust shown in the brand IIMP .
The journey of “Empowering Minds to Elevate Lives” continues.


© 2020. Indira Institute of management Pune(IIMP).