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MBA in Marketing at Akash Global College of Management and Science
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Akash Global College of Management and Science Bengaluru?
This Marketing specialization program at Akash Global College of Management and Science focuses on equipping students with advanced knowledge and practical skills required to excel in the dynamic Indian and global marketing landscape. It delves into consumer behavior, digital strategies, branding, and analytics, addressing the rapidly evolving industry demand for skilled marketing professionals. The program emphasizes both theoretical foundations and real-world application, preparing graduates for diverse roles.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into marketing and sales roles across various industries in India. It also caters to working professionals aiming to upskill in modern marketing techniques or transition into strategic marketing leadership. Entrepreneurs looking to enhance their market reach and brand building capabilities can also greatly benefit. A basic understanding of business fundamentals and a keen interest in consumer psychology and market dynamics are beneficial.
Why Choose This Course?
Graduates of this program can expect to pursue lucrative career paths as Marketing Managers, Brand Managers, Digital Marketing Specialists, Sales Managers, or Market Research Analysts in leading Indian and multinational companies. Entry-level salaries typically range from INR 4-7 lakhs per annum, with significant growth potential up to INR 15-25 lakhs or more for experienced professionals. The curriculum often aligns with industry certifications, boosting career prospects in India''''s competitive job market.
Student Success Practices
Foundation Stage
Master Core Management Concepts- (Semester 1-2)
Dedicate time to thoroughly understand foundational subjects like Management and Organizational Behavior, Economics for Business Decisions, and Accounting for Managers. Form study groups with peers to discuss complex topics and clarify doubts, building a strong base for advanced studies.
Tools & Resources
Textbooks, case studies, peer study groups, BNU e-learning resources
Career Connection
A strong grasp of core management principles is crucial for any MBA role, enabling informed decision-making and a holistic business perspective.
Develop Analytical and Research Skills- (Semester 1-2)
Actively engage with Business Research Methods and Business Analytics subjects. Practice data analysis using tools like Excel or basic statistical software. Participate in small research projects or case competitions to apply theoretical knowledge and develop critical thinking.
Tools & Resources
Microsoft Excel, SPSS (if introduced), R/Python basics (optional), business magazines, online data repositories
Career Connection
Analytical skills are highly valued in marketing for market research, consumer insights, and campaign performance evaluation, leading to roles in marketing analytics.
Enhance Professional Communication- (Semester 1-2)
Utilize skill development workshops to refine communication, presentation, and interpersonal skills. Actively participate in class discussions, group presentations, and mock interviews. Seek feedback to continuously improve verbal and written communication, which is vital in a corporate setting.
Tools & Resources
Toastmasters clubs (if available), presentation software (PowerPoint/Canva), LinkedIn for networking practice, college career services
Career Connection
Effective communication is fundamental for client interactions, team collaboration, and pitching marketing strategies, directly impacting career progression.
Intermediate Stage
Deep Dive into Marketing Specialization- (Semester 2-3)
Proactively select and focus on Marketing major electives, diving deep into Consumer Behavior, Digital Marketing, and Services Marketing. Supplement classroom learning with industry blogs, marketing journals, and online courses. Work on mini-projects related to these areas.
Tools & Resources
HubSpot Academy, Google Digital Garage, Marketing Week, The Economic Times Brand Equity
Career Connection
Specialized knowledge in marketing differentiates you, opening doors to specific roles like Digital Marketing Specialist, Brand Executive, or Consumer Insights Analyst.
Seek Practical Industry Exposure- (Semester 2-3 (during breaks and alongside studies))
Actively look for short-term internships, live projects, or volunteering opportunities in marketing departments of companies in Bengaluru. Attend industry events and workshops to network with professionals. Apply theoretical knowledge gained from subjects like Marketing Management and Sales & Distribution.
Tools & Resources
Internshala, LinkedIn, college placement cell, industry associations (e.g., MMA India)
Career Connection
Practical experience makes you job-ready, builds your resume, and provides valuable industry contacts, often leading to pre-placement offers.
Build a Professional Network- (Semester 2-3 (ongoing))
Actively connect with alumni, guest speakers, and faculty members. Attend industry seminars and utilize platforms like LinkedIn to build a professional network. A strong network can provide mentorship, job leads, and insights into industry trends.
Tools & Resources
LinkedIn, college alumni portal, industry conferences, local business meetups
Career Connection
Networking is crucial for career advancement, mentorship, and staying updated with market demands, significantly aiding in job placements and future opportunities.
Advanced Stage
Undertake a Comprehensive Project/Internship- (Semester 4 (Internship during Sem 3 break))
Focus intensely on your final year internship or project report, choosing a topic within your Marketing specialization. Aim for a project that solves a real-world business problem, applying all learned concepts. This culminates in a strong deliverable for your portfolio.
Tools & Resources
Industry connections, project guides, research databases, statistical software
Career Connection
A well-executed project demonstrates your capability to future employers, often serving as a key talking point in interviews and showcasing problem-solving skills.
Focus on Placement Preparation- (Semester 4)
Dedicate time to rigorous placement preparation. This includes practicing aptitude tests, group discussions, and multiple rounds of mock interviews. Tailor your resume and cover letters for specific marketing roles, highlighting your specialization and project work.
Tools & Resources
Online aptitude platforms, mock interview apps, college placement cell workshops, career counselors
Career Connection
Thorough preparation directly increases your chances of securing desired marketing roles in top companies, ensuring a smooth transition from academics to corporate life.
Cultivate Leadership and Strategic Thinking- (Semester 3-4)
Engage in leadership roles within college clubs or student committees. Participate in national-level business competitions and case studies, specifically focusing on strategic marketing challenges. This helps in developing leadership, decision-making, and strategic thinking capabilities.
Tools & Resources
Student clubs, national case study competitions, Harvard Business Review articles, leadership workshops
Career Connection
Developing leadership and strategic thinking skills is crucial for ascending to managerial and leadership positions within marketing departments, making you a more valuable asset.
Program Structure and Curriculum
Eligibility:
- Bachelor’s Degree of BNU or any other University recognized as equivalent, with a minimum of 50% marks (45% for SC/ST/Cat-I candidates). Must have taken PGCET/CAT/MAT/XAT/ATMA/CMAT or equivalent entrance examination.
Duration: 2 Years (4 Semesters)
Credits: 100 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA101T | Management and Organizational Behavior | Core | 4 | Management Concepts and Evolution, Planning, Organizing, Staffing, Directing, Controlling, Foundations of Organizational Behavior, Personality, Perception, Motivation Theories, Group Dynamics and Team Building, Leadership Styles and Conflict Management |
| MBA102T | Economics for Business Decisions | Core | 4 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Macroeconomic Environment, Business Cycles and Economic Policies |
| MBA103T | Accounting for Managers | Core | 4 | Fundamentals of Financial Accounting, Accounting Concepts and Principles, Preparation of Financial Statements, Cost Accounting Concepts, Marginal Costing and Break-Even Analysis, Budgetary Control and Variance Analysis |
| MBA104T | Business Research Methods | Core | 4 | Introduction to Business Research, Research Design and Hypothesis Formulation, Sampling Design and Data Collection, Data Analysis and Interpretation, Report Writing and Presentation, Ethics in Business Research |
| MBA105T | Business Analytics & Decision Making | Core | 4 | Introduction to Business Analytics, Data Visualization and Exploration, Predictive Analytics Models, Decision Making Techniques, Spreadsheet Modelling for Business, Big Data Concepts and Applications |
| MBA106T | Indian Business Environment & Legal Aspects | Core | 4 | Overview of Indian Business Environment, Economic Reforms and Industrial Policy, Social and Cultural Environment, Political and Regulatory Framework, Key Business Legislations (Companies Act, Consumer Protection Act), Intellectual Property Rights |
| MBA107P | Skill Development-I | Practical | 2 | Communication Skills, Presentation Skills, Teamwork and Collaboration, Problem-Solving Techniques, Interview Skills, Business Etiquette |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA201T | Marketing Management | Core | 4 | Introduction to Marketing Concepts, Marketing Environment and STP, Product Life Cycle and New Product Development, Pricing Strategies and Channels of Distribution, Promotion Mix and Integrated Marketing Communication, Digital Marketing Fundamentals |
| MBA202T | Human Resource Management | Core | 4 | Role and Functions of HRM, HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits Management |
| MBA203T | Financial Management | Core | 4 | Scope and Objectives of Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital and Capital Structure Theories, Working Capital Management, Dividend Policy Decisions |
| MBA204T | Operations Management | Core | 4 | Introduction to Operations Management, Product and Process Design, Facility Location and Layout, Capacity Planning and Aggregate Planning, Inventory Management Techniques, Quality Management and TQM |
| MBA205T | Entrepreneurship & Innovation | Core | 4 | Concept of Entrepreneurship, Innovation and Creativity, Business Plan Formulation, Sources of Finance for Start-ups, Legal Aspects of Entrepreneurship, Challenges and Opportunities in Indian Entrepreneurship |
| MBA206P | Corporate Communication & Professional Skills | Practical | 2 | Verbal and Non-verbal Communication, Business Writing and Correspondence, Public Speaking and Presentation, Interpersonal Skills, Negotiation and Conflict Resolution, Professional Networking |
| MBAMKT201T | Consumer Behaviour | Elective (Marketing Major - Students choose 2 from 4 options) | 4 | Introduction to Consumer Behavior, Individual Determinants of Consumer Behavior, Social and Cultural Influences, Consumer Decision Making Process, Post-Purchase Behavior, Consumerism and Ethics |
| MBAMKT202T | Services Marketing | Elective (Marketing Major - Students choose 2 from 4 options) | 4 | Nature and Characteristics of Services, Gaps Model of Service Quality, Service Product and Pricing Strategies, Service Delivery and Physical Evidence, Managing Service Employees and Customers, Service Recovery and Relationship Marketing |
| MBAMKT203T | Sales & Distribution Management | Elective (Marketing Major - Students choose 2 from 4 options) | 4 | Role of Sales Management, Sales Organization Structure, Sales Force Recruitment and Training, Sales Territory and Quota Management, Distribution Channels Design, Channel Conflict and Logistics Management |
| MBAMKT204T | Digital Marketing | Elective (Marketing Major - Students choose 2 from 4 options) | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Email Marketing and Content Marketing, Web Analytics and Performance Measurement |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA301T | Strategic Management | Core | 4 | Introduction to Strategic Management, Environmental Analysis and Industry Analysis, Formulation of Business Level Strategies, Corporate Level Strategies, Strategy Implementation and Control, Mergers & Acquisitions and International Strategy |
| MBA302T | Business Ethics and Corporate Governance | Core | 4 | Foundations of Business Ethics, Ethical Decision Making Models, Corporate Social Responsibility, Evolution of Corporate Governance, Role of Board of Directors, Regulatory Framework for Corporate Governance in India |
| MBAMKT301T | Integrated Marketing Communications | Elective (Marketing Major - Students choose 3 from 6 options) | 4 | Overview of IMC, Advertising Management, Sales Promotion and Personal Selling, Public Relations and Publicity, Direct Marketing and Database Marketing, Digital and Interactive Marketing |
| MBAMKT302T | Retail Management | Elective (Marketing Major - Students choose 3 from 6 options) | 4 | Introduction to Retailing, Retail Formats and Theories, Retail Store Location and Layout, Merchandise Management, Retail Pricing and Promotion, Retail Technology and E-tailing |
| MBAMKT303T | Brand Management | Elective (Marketing Major - Students choose 3 from 6 options) | 4 | Concept of Brand and Brand Equity, Brand Positioning and Differentiation, Designing Brand Marketing Programs, Measuring Brand Performance, Brand Extension and Brand Revitalization, Managing Brands over Time |
| MBAMKT304T | Marketing Research & Analytics | Elective (Marketing Major - Students choose 3 from 6 options) | 4 | Role of Marketing Research, Research Design and Data Sources, Qualitative and Quantitative Research, Data Analysis with Statistical Tools, Market Segmentation and Targeting Analytics, Predictive Analytics in Marketing |
| MBAMKT305T | Rural & Agricultural Marketing | Elective (Marketing Major - Students choose 3 from 6 options) | 4 | Characteristics of Rural Markets in India, Rural Consumer Behavior, Product and Pricing Strategies for Rural Markets, Distribution Channels in Rural Areas, Rural Communication Strategies, Agricultural Marketing and Supply Chain |
| MBAMKT306T | International Marketing | Elective (Marketing Major - Students choose 3 from 6 options) | 4 | Introduction to International Marketing, International Marketing Environment, Market Entry Strategies, International Product and Pricing Strategies, Global Distribution and Communication, Export-Import Procedures and Documentation |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA401T | International Business & Trade | Core | 4 | Globalization and International Business, Theories of International Trade, Foreign Direct Investment, International Monetary System, Political and Legal Environment of IB, Cross-Cultural Business Management |
| MBA402T | Project Management | Core | 4 | Introduction to Project Management, Project Life Cycle and Selection, Project Planning and Scheduling (PERT/CPM), Project Budgeting and Resource Allocation, Project Risk Management, Project Monitoring and Control |
| MBAMKT401T | Product & Pricing Strategies | Elective (Marketing Major - Students choose 2 from 4 options) | 4 | New Product Development Process, Product Portfolio Management, Product Line and Brand Decisions, Pricing Objectives and Strategies, Value-Based Pricing, Managing Price Changes |
| MBAMKT402T | Customer Relationship Management | Elective (Marketing Major - Students choose 2 from 4 options) | 4 | Fundamentals of CRM, CRM Strategies and Implementation, Customer Data Management, Customer Lifetime Value, CRM Technologies and Analytics, Ethical Issues in CRM |
| MBAMKT403T | Marketing Metrics & Analytics | Elective (Marketing Major - Students choose 2 from 4 options) | 4 | Importance of Marketing Metrics, Customer Metrics (Acquisition, Retention), Product and Brand Metrics, Channel and Sales Metrics, Digital Marketing Analytics, Marketing ROI Measurement |
| MBAMKT404T | E-Commerce & Global Marketing | Elective (Marketing Major - Students choose 2 from 4 options) | 4 | Foundations of E-commerce, E-commerce Business Models, Digital Payment Systems, Global E-commerce Strategies, Challenges in Cross-Border E-commerce, E-commerce Logistics and Supply Chain |
| MBA405P | Internship / Project Report & Viva-Voce | Project | 6 | Problem Identification and Literature Review, Methodology and Data Collection, Data Analysis and Interpretation, Report Writing and Documentation, Presentation of Findings, Viva-Voce Examination |
| MBA406P | Skill Development-II | Practical | 2 | Advanced Communication Skills, Leadership and Managerial Effectiveness, Time Management and Stress Management, Critical Thinking and Creativity, Emotional Intelligence, Cross-Cultural Communication |
