.png&w=1920&q=75)
MBA in Marketing at Acharya Institute of Technology
Bengaluru, Karnataka
.png&w=1920&q=75)
About the Specialization
What is Marketing at Acharya Institute of Technology Bengaluru?
This Marketing specialization program at Acharya Institute of Technology focuses on developing comprehensive expertise in the dynamic world of sales, branding, digital communication, and consumer insights. It is meticulously designed to equip students with strategic thinking and practical skills vital for the rapidly evolving Indian market, emphasizing both traditional and modern marketing paradigms demanded by industry. The curriculum adapts to emerging trends, ensuring graduates are industry-ready to meet current challenges.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, digital marketing, or sales roles in India''''s booming consumer sector. It also caters to working professionals aiming to upskill in specialized marketing domains or career changers transitioning to the marketing industry. Candidates with a strong interest in understanding consumer behavior, market dynamics, and a desire to shape consumer perceptions are particularly suited for this specialization.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including roles such as Marketing Manager, Brand Manager, Digital Marketing Specialist, Sales Manager, or Marketing Consultant. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning upwards of INR 10-20 LPA, depending on the company and role. The program aligns with industry demands for certified digital marketing and analytics professionals, enhancing employability in various sectors.
Student Success Practices
Foundation Stage
Master Core Management Principles- (undefined)
Dedicate time to thoroughly understand foundational subjects like Marketing Management, Economics, and Quantitative Methods. Actively participate in case studies and discussions to build analytical and problem-solving skills. Utilize library resources and online tutorials for deeper conceptual clarity, ensuring a strong base for advanced topics.
Tools & Resources
VTU Syllabus Textbooks, NPTEL videos, Harvard Business Review cases, Coursera for basics
Career Connection
A strong foundation ensures you grasp advanced topics easily and can apply interdisciplinary knowledge effectively in future managerial roles, significantly improving your chances in initial screening tests and interviews for entry-level positions.
Develop Communication & Presentation Skills- (undefined)
Actively participate in group presentations, seminars, and debates. Seek constructive feedback from faculty and peers to refine your verbal and non-verbal communication. Join public speaking clubs like Toastmasters if available, or utilize college-based communication workshops to polish your delivery and confidence.
Tools & Resources
Toastmasters International, Grammarly for writing, Presentation software (PowerPoint, Google Slides)
Career Connection
Effective communication is paramount for marketing professionals. Polished presentation skills significantly enhance your ability to articulate ideas, influence stakeholders, and lead teams, crucial for successful placements and career progression in client-facing or leadership roles.
Engage in Peer Learning & Study Groups- (undefined)
Form study groups with classmates to discuss complex topics, share notes, and prepare for exams. Collaboratively work on assignments and projects to enhance understanding and develop teamwork. Utilize online collaboration tools for group tasks, fostering an environment of mutual growth and learning.
Tools & Resources
WhatsApp groups, Google Docs, Zoom/Google Meet for discussions, College study rooms
Career Connection
Collaboration and teamwork are essential workplace skills highly valued by Indian employers. Peer learning fosters diverse perspectives and strengthens problem-solving abilities, making you a more effective team player in professional environments and in cross-functional projects.
Intermediate Stage
Deep Dive into Marketing Specialization Electives- (undefined)
As specialization begins, dedicate extra effort to chosen Marketing electives like Digital Marketing, Consumer Behavior, and Brand Management. Beyond textbooks, follow industry blogs, marketing news, and case studies to understand real-world applications. Pursue relevant online certifications to gain practical tools and insights.
Tools & Resources
HubSpot Academy, Google Digital Garage, Brand Equity (Economic Times), Marketing Week
Career Connection
Specialized knowledge makes you highly attractive to employers. Certifications and current industry awareness demonstrate initiative and expertise, significantly boosting your profile for marketing roles and internships in fast-growing sectors like e-commerce and digital agencies.
Seek Industry Internships and Live Projects- (undefined)
Actively search for internships during semester breaks, especially in marketing departments of companies in Bengaluru. Even unpaid internships offer invaluable practical exposure. Participate in live industry projects facilitated by the college or through personal networking to apply theoretical knowledge and gain hands-on experience.
Tools & Resources
LinkedIn, Internshala, College placement cell, Startup ecosystem events
Career Connection
Internships are crucial for gaining real-world experience, building a professional network, and often lead to pre-placement offers. They bridge the gap between academia and industry, making you job-ready and providing concrete examples for interviews.
Participate in Marketing Competitions & Workshops- (undefined)
Join national-level marketing competitions, case study challenges, and hackathons focused on marketing problems. Attend workshops on advanced marketing tools (e.g., SEO, SEM, Analytics platforms). This hones your competitive edge and practical skill set beyond the curriculum, showcasing innovation.
Tools & Resources
Case Study Competitions (IIMs, XLRI), Marketing specific workshops, Analytics platforms (Google Analytics)
Career Connection
Winning or even participating in competitions showcases your talent, analytical skills, and ability to perform under pressure, differentiating you in the job market and enriching your resume with tangible achievements valued by recruiters.
Advanced Stage
Focus on Capstone Project & Research- (undefined)
Dedicate significant effort to your final year project work or research. Choose a topic that aligns with your Marketing specialization and career goals. Conduct thorough research, apply analytical tools, and present findings professionally. Seek mentorship from faculty and industry experts for guidance and real-world applicability.
Tools & Resources
SPSS/R for analysis, Research databases (JSTOR, EBSCO), Faculty mentors, Industry reports
Career Connection
A well-executed project demonstrates your ability to apply comprehensive marketing knowledge, conduct independent research, and solve complex business problems – highly valued traits by recruiters, especially for strategic roles and managerial positions in companies seeking analytical talent.
Intensive Placement Preparation & Mock Interviews- (undefined)
Engage in rigorous placement preparation, including aptitude tests, group discussions, and multiple rounds of mock interviews. Tailor your resume and cover letter to specific marketing roles and companies. Work closely with the college placement cell for guidance and company-specific preparation strategies.
Tools & Resources
Aptitude test platforms (Mettl), GD/PI coaching, Alumni network for insights, Placement cell workshops
Career Connection
Thorough preparation directly impacts placement success. Strong performance in selection processes leads to securing desirable marketing roles in top companies, defining your initial career trajectory and providing a strong start to your professional journey.
Network Strategically & Build Professional Brand- (undefined)
Actively network with alumni, industry leaders, and recruiters through conferences, seminars, and online platforms. Maintain a strong professional online presence (LinkedIn) showcasing your skills, projects, and achievements. Seek informational interviews to gain insights into specific roles and industries.
Tools & Resources
LinkedIn, Industry events (e.g., FICCI, CII events), Alumni meet-ups, Professional associations
Career Connection
A robust professional network can open doors to opportunities not advertised, provide mentorship, and offer crucial career guidance. A strong personal brand enhances visibility and credibility in the competitive Indian job market, leading to better career prospects and growth.
Program Structure and Curriculum
Eligibility:
- Bachelor’s degree from a recognized University with not less than 50% (45% for SC/ST/Category-I candidates of Karnataka) aggregate marks. A valid score in PGCET/ KMAT/ CMAT/ ATMA/ MAT/ XAT/ GMAT is required.
Duration: 4 semesters / 2 years
Credits: 96 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA11 | Business Ethics and Professional Practice | Core | 4 | Business Ethics and Values, Ethical Dilemmas in Business, Corporate Governance Principles, Corporate Social Responsibility, Professionalism and Work Ethic |
| 20MBA12 | Economics for Business Decisions | Core | 4 | Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing, Macroeconomic Variables, Business Cycles and Policies |
| 20MBA13 | Accounting for Business Decisions | Core | 4 | Financial Accounting Fundamentals, Preparation of Financial Statements, Cost Accounting Concepts, Budgeting and Variance Analysis, Financial Statement Analysis |
| 20MBA14 | Quantitative Methods for Business Decisions | Core | 4 | Linear Programming, Transportation and Assignment Problems, Queuing Theory, Decision Theory, Simulation Techniques |
| 20MBA15 | Organizational Behavior | Core | 4 | Foundations of Individual Behavior, Perception and Motivation, Group Dynamics and Team Building, Leadership and Power, Organizational Culture and Change |
| 20MBA16 | Marketing Management | Core | 4 | Marketing Concepts and Environment, Market Segmentation and Targeting, Product Life Cycle and Strategy, Pricing Strategies, Promotion and Distribution Channels |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA21 | Financial Management | Core | 4 | Financial Goals and Environment, Capital Budgeting Decisions, Cost of Capital and Capital Structure, Working Capital Management, Dividend Policy Decisions |
| 20MBA22 | Human Capital Management | Core | 4 | HRM Functions and Strategy, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management Systems |
| 20MBA23 | Operations Management | Core | 4 | Operations Strategy, Facility Location and Layout, Production Planning and Control, Inventory Management, Quality Management and Control |
| 20MBA24 | Research Methods for Business Decisions | Core | 4 | Research Process and Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Presentation |
| 20MBA25 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Consumer Protection Act, Companies Act Overview |
| 20MBA26 | Management Information Systems | Core | 4 | Information Systems in Business, Database Management Systems, Enterprise Systems (ERP), E-commerce and Mobile Commerce, Information Security and Ethics |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA31 | Business Analytics | Core | 4 | Introduction to Business Analytics, Descriptive Analytics, Predictive Analytics, Prescriptive Analytics, Big Data and Analytics Tools |
| 20MBA32 | Entrepreneurship & Innovation | Core | 4 | Entrepreneurial Process, Opportunity Recognition, Business Plan Development, Funding New Ventures, Innovation Management |
| 20MBA33 | International Business Dynamics | Core | 4 | Globalization and Trade Theories, International Economic Environment, Foreign Exchange Markets, International Business Strategies, Cross-Cultural Management |
| 20MBA3E401 | Consumer Behavior | Elective - Marketing | 4 | Consumer Decision Process, Individual Influences on Behavior, Family and Social Influences, Cultural Aspects of Consumption, Consumer Research and Insights |
| 20MBA3E402 | Services Marketing | Elective - Marketing | 4 | Nature of Services, Service Quality and Gaps Model, Customer Expectations and Perceptions, Service Design and Delivery, Managing Service Encounters |
| 20MBA3E403 | Digital Marketing | Elective - Marketing | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing Strategy, Email Marketing and Analytics |
| 20MBA3E404 | Integrated Marketing Communication | Elective - Marketing | 4 | IMC Overview and Process, Advertising Management, Sales Promotion Techniques, Public Relations and Publicity, Personal Selling and Direct Marketing |
| 20MBA3E405 | Sales and Distribution Management | Elective - Marketing | 4 | Sales Management Principles, Sales Force Recruitment and Training, Sales Quotas and Compensation, Channel Design and Management, Logistics and Supply Chain |
| 20MBA3E406 | Rural Marketing | Elective - Marketing | 4 | Rural Market Environment, Rural Consumer Behavior, Product and Pricing Strategies for Rural Markets, Rural Distribution Challenges, Rural Promotion Strategies |
| 20MBA3E407 | Retail Management | Elective - Marketing | 4 | Retailing Environment, Retail Store Location and Layout, Merchandise Management, Retail Pricing and Promotion, Retail Technology and Ethics |
| 20MBA3E408 | Brand Management | Elective - Marketing | 4 | Branding Concepts and Strategies, Brand Equity and Valuation, Brand Identity and Positioning, Brand Extension and Reinforcement, Global Branding Challenges |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA41 | Strategic Management | Core | 4 | Strategy Formulation Process, Environmental Analysis, Strategy Implementation, Strategic Control, Corporate Restructuring |
| 20MBA42 | Corporate Governance & CSR | Core | 4 | Corporate Governance Models, Role of Board of Directors, Shareholder Rights and Responsibilities, Business Ethics and CSR, Sustainability Reporting |
| 20MBA4E401 | Marketing Research | Elective - Marketing | 4 | Marketing Research Process, Research Design and Data Sources, Measurement and Scaling, Questionnaire Design, Data Analysis and Reporting |
| 20MBA4E402 | Product & Brand Management | Elective - Marketing | 4 | Product Line and Mix Decisions, New Product Development, Product Life Cycle Management, Brand Equity and Valuation, Brand Strategies and Extensions |
| 20MBA4E403 | International Marketing | Elective - Marketing | 4 | Global Marketing Environment, Market Entry Strategies, Product and Pricing Decisions Globally, International Promotion Strategies, Global Distribution Channels |
| 20MBA4E404 | Marketing of Financial Services | Elective - Marketing | 4 | Nature of Financial Services, Marketing Mix for Financial Services, Retail Banking Services, Insurance and Investment Products, Digitalization in Financial Marketing |
| 20MBA4E405 | Customer Relationship Management (CRM) | Elective - Marketing | 4 | CRM Concepts and Benefits, CRM Process and Strategy, Customer Experience Management, CRM Technologies, Customer Loyalty and Retention |
| 20MBA4E406 | Social Media Marketing | Elective - Marketing | 4 | Social Media Platforms and Trends, Developing Social Media Strategy, Content Creation and Curation, Social Media Advertising, Measuring Social Media ROI |
| 20MBA4E407 | Marketing Analytics | Elective - Marketing | 4 | Introduction to Marketing Analytics, Customer Lifetime Value, Marketing Mix Modeling, Digital and Social Media Analytics, Market Basket Analysis |
| 20MBA4E408 | Neuromarketing | Elective - Marketing | 4 | Neuroscience in Marketing, Consumer Brain and Decision Making, Emotion and Memory in Branding, Sensory Marketing, Ethical Considerations in Neuromarketing |
| 20MBAMIP | Internship & Professional Practice | Project | 8 | Industry Exposure, Practical Skill Application, Organizational Structure and Culture, Report Writing and Presentation, Professional Networking |
| 20MBAMPW | Project Work | Project | 12 | Problem Identification, Literature Review, Research Methodology, Data Analysis and Findings, Conclusion and Recommendations |
