Influence Of Marketing Education On Students Innovation Competence - A Catalyst For Viksit Bharat

Workforce is a building block to realise Viksit Bharat, a developed and self-reliant India, which can then potentially fuel the innovation economy across the globe. In doing so, this study explores the way marketing education can impart a 'causal' role in forging the students' innovation capacity with an agency that stimulates social capital to foster their creative and adaptive skills. The study collects data using a structured questionnaire from marketing programme students in renowned Indian educational institutions. The questionnaire gathers perspectives on curriculum design, the availability of mentorship opportunities, exposure to emerging trends like digital marketing and data analytics, and these impacting students’ capacity to innovate.

Data will be analyzed using statistical methods such as chi-square and ANOVA for direct and indirect causal pathways. The analysis will lead to a concept that marketing forms the core of innovation capacity reinforced by solid curricula and ‘real-life’ lessons that prepare students for challenges in society and business alike. Internships and mentorship opportunities additionally give students first-hand exposure to market dynamics of this reality, and an insight that answers their queries and reassures of latest ideas.

This paper contributes to this conversation by prompting consideration of education alignment with national development drivers, and providing actionable next steps for educators, policymakers and industry. This research places marketing education among the primary drivers of innovation as, among the results, it reiterates the need for a workforce that is future-ready and able to ensure sustainable growth for the country and enhance its global competitiveness. Spanning across sectors such as agriculture, neighbourhood, community & technology, these findings coincide with the vision of Viksit Bharat one strives to transform the academic experience into real time implementation & incubation of innovation.