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MBA in Marketing at Aditya Institute of Management Studies and Research
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Aditya Institute of Management Studies and Research Bengaluru?
This Marketing specialization program at Aditya Institute of Management Studies and Research focuses on equipping students with essential skills for dynamic Indian markets. It delves into consumer behavior, digital strategies, and brand management, preparing graduates for diverse roles in India''''s booming marketing sector. The curriculum emphasizes practical application and contemporary industry trends to foster innovative marketing professionals.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into various marketing roles, working professionals looking to upskill in areas like digital marketing or brand strategy, and career changers transitioning to the marketing industry. Ideal candidates possess strong communication skills, creativity, and an analytical mindset, often coming from backgrounds in business, arts, or even engineering.
Why Choose This Course?
Graduates of this program can expect promising career paths in India, including roles as Marketing Managers, Brand Managers, Digital Marketing Specialists, Sales Managers, or Market Research Analysts. Entry-level salaries can range from INR 4-7 LPA, with experienced professionals earning upwards of INR 10-25 LPA. The program aligns with industry demands for certifications in digital marketing and analytics, facilitating significant growth trajectories in Indian companies.
Student Success Practices
Foundation Stage
Build Strong Management Fundamentals- (Semester 1-2)
Focus on thoroughly understanding core MBA subjects like Marketing Management, Accounting, and Business Statistics. Actively participate in class discussions and solve case studies to apply theoretical knowledge, laying a strong base for advanced topics.
Tools & Resources
Textbooks, Harvard Business Review cases, online tutorials for foundational business courses
Career Connection
A solid foundation in all functional areas is crucial for becoming a well-rounded manager and understanding cross-functional marketing strategies later.
Develop Analytical and Research Skills- (Semester 1-2)
Pay close attention to Research Methodology and Business Statistics. Practice data analysis using tools like MS Excel or basic R/Python. Conduct mini-research projects or surveys, even on local market issues, to hone primary data collection and interpretation skills.
Tools & Resources
MS Excel, basic R/Python, local business newspapers for case studies
Career Connection
Strong analytical and research skills are indispensable for market research, consumer insights, and performance analysis in marketing roles.
Network and Engage with Peers and Faculty- (Semester 1-2)
Actively join student clubs, for example, the Marketing Club, participate in inter-college competitions, and form study groups. Regularly interact with faculty to clarify doubts and seek guidance on career paths and industry trends.
Tools & Resources
LinkedIn, college alumni network events, student club activities
Career Connection
Early networking builds professional relationships and provides insights into diverse career paths, essential for future internships and placements.
Intermediate Stage
Deep Dive into Marketing Specialization Electives- (Semester 3-4)
Choose marketing electives strategically based on career interests. For example, Digital Marketing, Brand Management, or Consumer Behaviour. Read industry reports, follow marketing blogs, and conduct small-scale projects applying concepts from these electives.
Tools & Resources
Marketing blogs such as HubSpot and MarketingProfs, industry reports from Nielsen and Kantar, Google Analytics Academy
Career Connection
Specialized knowledge in key marketing domains makes you a competitive candidate for specific marketing roles and demonstrates industry readiness.
Seek Practical Industry Exposure via Internships- (Semester 3-4)
Actively pursue internships, preferably in marketing departments of companies, to gain hands-on experience. Focus on applying learned concepts, contributing to real projects, and understanding corporate culture. Even startup internships offer valuable exposure.
Tools & Resources
Internshala, LinkedIn Jobs, college placement cell, company websites
Career Connection
Internships are critical for building a practical skill set, understanding industry challenges, and securing pre-placement offers.
Participate in Case Competitions and Workshops- (Semester 3-4)
Engage in national-level marketing case study competitions and workshops on emerging topics like AI in marketing or influencer marketing. This enhances problem-solving, teamwork, and presentation skills, making you more adaptable.
Tools & Resources
D2C (Dare2Compete), E-Cell events, industry association workshops
Career Connection
Showcasing wins or participation in competitions strengthens your resume and proves your ability to apply knowledge under pressure.
Advanced Stage
Undertake a Comprehensive Marketing Dissertation- (Semester 4)
For the main project work, choose a relevant marketing problem, conduct in-depth research, and propose actionable solutions. This demonstrates independent research capabilities, critical thinking, and a deep understanding of the chosen area.
Tools & Resources
Academic databases like JSTOR and EBSCO, statistical software such as SPSS or R, mentorship from faculty
Career Connection
A well-executed dissertation can act as a portfolio piece, showcasing your expertise and research ability to potential employers.
Intensive Placement Preparation and Skill Refinement- (Semester 4)
Attend mock interviews, group discussions, and resume-building workshops organized by the placement cell. Identify skill gaps based on job descriptions for desired roles and acquire relevant certifications, for example, Google Ads or HubSpot Marketing.
Tools & Resources
Placement cell resources, online interview practice platforms, certification courses from Google Skillshop and HubSpot Academy
Career Connection
Focused preparation ensures you are interview-ready and possess the specific skills companies are looking for, maximizing placement success.
Build a Professional Brand and Digital Presence- (Semester 4)
Regularly update your LinkedIn profile with projects, internships, and certifications. Create an online portfolio if applicable, for example, for content or digital marketing work. Network with industry professionals and alumni for mentorship and job leads.
Tools & Resources
LinkedIn, personal website or blog, Behance for creative work
Career Connection
A strong professional brand and network significantly enhance visibility and open doors to diverse career opportunities post-graduation.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree with a minimum of 50% marks (45% for SC/ST/Cat-I candidates) in aggregate from any recognized university. Must have appeared for a valid entrance exam such as KMAT, PGCET, MAT, CMAT, XAT, ATMA, or CAT.
Duration: 4 semesters / 2 years
Credits: 102 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 1.1 | Indian Economic Environment and Policy | Core | 4 | Indian Economic Overview, Economic Reforms and Liberalization, Sectoral Performance Analysis, Government Economic Policies, Business Environment Factors |
| MBA 1.2 | Accounting for Business Decisions | Core | 4 | Financial Accounting Principles, Preparation of Financial Statements, Costing Methods and Techniques, Budgeting and Variance Analysis, Management Control Systems |
| MBA 1.3 | Organisational Behaviour & Human Resources Management | Core | 4 | Foundations of Organisational Behaviour, Personality, Perception and Motivation, Group Dynamics and Leadership, Human Resource Planning, Recruitment, Selection and Performance Management |
| MBA 1.4 | Marketing Management | Core | 4 | Marketing Concept and Philosophies, Market Segmentation, Targeting, Positioning, Product and Brand Management, Pricing Strategies and Decisions, Promotion and Distribution Channels |
| MBA 1.5 | Business Statistics | Core | 4 | Data Collection and Presentation, Probability Theory and Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| MBA 1.6 | Legal and Business Environment | Core | 4 | Indian Contract Act, Sale of Goods Act and Consumer Protection, Intellectual Property Rights, Company Law and Forms of Business, Environmental Laws and Ethics |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 2.1 | Entrepreneurship and Ethics | Core | 4 | Entrepreneurial Process and Ecosystem, Business Plan Development, Forms of Business Ownership, Business Ethics and Values, Corporate Social Responsibility |
| MBA 2.2 | Management Science | Core | 4 | Linear Programming and Applications, Transportation and Assignment Problems, Decision Theory and Analysis, Game Theory Concepts, Simulation Techniques |
| MBA 2.3 | Financial Management | Core | 4 | Goals of Financial Management, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Dividend Policy Decisions |
| MBA 2.4 | Research Methodology | Core | 4 | Research Design and Types, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Presentation |
| MBA 2.5 | Operations Management | Core | 4 | Operations Strategy and Productivity, Facility Location and Layout, Production Planning and Control, Inventory Management Techniques, Quality Management and Control |
| MBA 2.6 | Computer Applications for Business | Core | 4 | Business Analytics Fundamentals, Database Management Systems, Data Visualization and Reporting, Spreadsheet Modeling for Business, E-commerce and Digital Business |
| MBA 2.7 | Mini Project (Practical) | Practical | 2 | Problem Identification, Data Collection and Analysis, Report Writing, Presentation Skills, Application of Business Concepts |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 3.1 | Strategic Management | Core | 4 | Strategic Management Process, Environmental Scanning and Analysis, Strategy Formulation and Choice, Strategy Implementation, Strategic Control and Evaluation |
| MBA 3.2 | International Business | Core | 4 | Globalization and International Trade, International Trade Theories, Foreign Exchange Markets, International Marketing Strategies, Global Supply Chain Management |
| MBA MK 3.3 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Making Process, Psychological Influences on Consumers, Socio-Cultural Factors in Consumption, Consumer Research and Insights, Marketing Implications of Consumer Behavior |
| MBA MK 3.4 | Sales and Distribution Management | Elective (Marketing) | 4 | Sales Process and Techniques, Sales Force Management, Channel Design and Management, Distribution Strategies, Logistics and Supply Chain in Sales |
| MBA MK 3.5 | Services Marketing | Elective (Marketing) | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Designing and Delivering Service, Pricing and Promotion of Services, Integrated Services Communication |
| MBA MK 3.6 | Retail Management | Elective (Marketing) | 4 | Retailing Environment and Formats, Retail Location and Layout, Merchandise Management, Store Operations and Supply Chain, Retail Technology and E-tailing |
| MBA OE 3.7 | Open Elective - I | Open Elective | 4 | Interdisciplinary subject, Application of chosen field, Skill development, Industry relevance, Current trends |
| MBA PRA 3.8 | Project Related Activity | Project | 4 | Research Question Formulation, Literature Review, Data Collection Methods, Analysis and Findings, Report Preparation |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 4.1 | Business Analytics and Intelligence | Core | 4 | Data Mining Techniques, Predictive Analytics Models, Prescriptive Analytics and Optimization, Big Data Concepts, Business Intelligence Tools and Applications |
| MBA 4.2 | Corporate Governance and Ethics | Core | 4 | Principles of Corporate Governance, Role of Board of Directors, Shareholder Rights and Activism, Ethical Dilemmas in Business, Whistleblowing and Compliance |
| MBA MK 4.3 | Digital Marketing | Elective (Marketing) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing Strategies, Content and Email Marketing |
| MBA MK 4.4 | International Marketing | Elective (Marketing) | 4 | Global Marketing Environment, Market Entry Strategies, International Product Adaptation, Global Pricing and Promotion, International Distribution Channels |
| MBA MK 4.5 | Brand Management | Elective (Marketing) | 4 | Brand Identity and Image, Brand Equity Measurement, Brand Positioning Strategies, Brand Communication and Launch, Brand Revitalization and Extensions |
| MBA MK 4.6 | Marketing Research | Elective (Marketing) | 4 | Marketing Research Process, Research Design and Methods, Questionnaire Design and Scaling, Data Analysis and Interpretation, Marketing Research Report Writing |
| MBA OE 4.7 | Open Elective - II | Open Elective | 4 | Advanced interdisciplinary topics, Specialized skill development, Emerging industry trends, Cross-functional application, Contemporary business issues |
| MBA PR 4.8 | Main Project Work (Dissertation) | Project | 8 | Problem Definition and Scope, Methodology and Data Collection, Data Analysis and Interpretation, Findings and Recommendations, Dissertation Writing and Defense |
