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MBA in Marketing at Alva's Institute of Engineering and Technology
Dakshina Kannada, Karnataka
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About the Specialization
What is Marketing at Alva's Institute of Engineering and Technology Dakshina Kannada?
This Marketing specialization program at Alva''''s Institute of Engineering and Technology focuses on equipping students with advanced marketing principles and practices relevant to the dynamic Indian business landscape. The curriculum emphasizes both traditional and digital marketing strategies, preparing graduates to navigate consumer behavior, brand management, and sales distribution challenges across various industries. It is designed to foster analytical thinking and strategic decision-making in real-world marketing scenarios prevalent in India.
Who Should Apply?
This program is ideal for fresh graduates aspiring for marketing roles in diverse sectors like FMCG, retail, tech, and financial services in India. It also suits working professionals looking to upskill in digital marketing or brand strategy, and career changers aiming for a transition into the marketing domain. Candidates with a strong interest in consumer psychology, market trends, and a flair for communication will find this specialization particularly rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths as Brand Managers, Digital Marketing Specialists, Sales Managers, Market Research Analysts, and Product Managers. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning upwards of INR 10-25 LPA in leading Indian companies and MNCs. The program provides a solid foundation for growth trajectories in marketing leadership and entrepreneurship.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus intently on core management subjects like Accounting, Economics, and Statistics. Utilize online platforms like Coursera or NPTEL for supplemental learning and practice case studies to understand their application in business contexts. Join student clubs related to general management to apply theoretical knowledge.
Tools & Resources
NPTEL courses, Coursera for Business Foundations, Case Study Competitions
Career Connection
A strong grasp of fundamentals ensures effective decision-making across all business functions, crucial for leadership roles and understanding complex marketing challenges later on.
Develop Foundational Marketing Understanding- (Semester 1-2)
Actively participate in Marketing Management classes, read Kotler''''s principles, and analyze real-world marketing campaigns. Start building a portfolio of campaign analyses and engage in discussions about Indian market trends. Attend introductory workshops on digital marketing concepts.
Tools & Resources
Philip Kotler''''s Marketing Management, Marketing Blogs (e.g., Marketing Week India), LinkedIn Learning for basics
Career Connection
This builds the conceptual framework necessary for specialization and helps in identifying areas of interest within marketing, critical for choosing electives and internships.
Enhance Communication and Presentation Skills- (Semester 1-2)
Actively participate in group presentations, public speaking events, and debate clubs. Practice structuring arguments and delivering clear messages. Seek feedback from faculty and peers to refine articulation. Join toastmasters or similar clubs if available.
Tools & Resources
Toastmasters International, College Debating Societies, Presentation Software (PowerPoint, Google Slides)
Career Connection
Effective communication is paramount in marketing for pitches, client interactions, and team collaboration, directly impacting career progression and networking opportunities.
Intermediate Stage
Deep Dive into Marketing Specializations- (Semester 3)
Engage deeply with Consumer Behavior, Sales, Digital, and Services Marketing electives. Work on simulated projects or case studies specific to these areas. Consider pursuing certifications in specific tools like Google Ads or HubSpot. Identify potential internship domains.
Tools & Resources
Google Ads Certification, HubSpot Academy, Online marketing case studies
Career Connection
Specialized knowledge makes you a strong candidate for targeted marketing roles, demonstrating practical skills and commitment to a specific marketing domain.
Seek Industry Internships and Live Projects- (Semester 3-4 (during breaks))
Actively apply for internships with marketing agencies, FMCG companies, or startups. Focus on roles that offer hands-on experience in digital campaigns, market research, or brand activations. Utilize college placement cells and professional networking platforms. Take on live industry projects offered by faculty.
Tools & Resources
College Placement Cell, LinkedIn Jobs, Internshala, Naukri.com
Career Connection
Internships provide invaluable practical exposure, build industry connections, and often lead to pre-placement offers, significantly boosting employability upon graduation.
Network with Marketing Professionals- (Semester 3-4)
Attend industry conferences, workshops, and webinars focused on marketing trends in India. Connect with alumni and marketing leaders on LinkedIn. Conduct informational interviews to gain insights into various marketing roles and career paths. Join professional marketing associations.
Tools & Resources
LinkedIn, Industry Events (e.g., FICCI, CII webinars), Alumni Network
Career Connection
Networking opens doors to mentorship, job opportunities, and staying updated with industry dynamics, which is crucial for career growth and navigating the competitive Indian market.
Advanced Stage
Master Strategic Marketing and Brand Building- (Semester 4)
Focus on subjects like Brand Management and Integrated Marketing Communication. Work on comprehensive projects that require developing full marketing strategies for a product or service, considering market entry, branding, and promotional mix. Develop a portfolio of strategic marketing plans.
Tools & Resources
Strategic Management Journals, Marketing Planning Software (optional), Industry Reports
Career Connection
Demonstrating strategic thinking and comprehensive marketing plan development skills makes you highly valuable for leadership roles in brand management, product management, and marketing strategy.
Excel in Placement Preparation- (Semester 4)
Tailor your resume and cover letters to specific marketing roles. Practice mock interviews focusing on marketing case studies and behavioral questions. Prepare a strong portfolio showcasing your projects and achievements. Focus on quantitative aptitude and logical reasoning for campus placements.
Tools & Resources
Placement Training Modules, Mock Interview Platforms, Online Aptitude Tests
Career Connection
Thorough preparation for placements is key to securing desirable marketing roles in top companies, ensuring you articulate your value proposition effectively.
Develop a Personal Brand and Online Presence- (Semester 3-4)
Create a professional LinkedIn profile showcasing your skills, projects, and certifications. Start a blog or create content on platforms like Instagram/YouTube if you are passionate about a specific niche. This helps demonstrate practical marketing skills. Publish your project work ethically.
Tools & Resources
LinkedIn, Personal Blog/Portfolio Websites, Canva for visual content
Career Connection
A strong personal brand and online presence can attract recruiters, demonstrate initiative, and provide a competitive edge in the marketing job market.
Program Structure and Curriculum
Eligibility:
- Any Bachelor’s Degree of 3 years duration with minimum 50% aggregate marks (45% for SC/ST/Category-I candidates of Karnataka) from a recognized university. Valid score in K-MAT/PGCET/CMAT/CAT/MAT/XAT/ATMA.
Duration: 2 years / 4 Semesters
Credits: 102 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA11 | Management and Organizational Behavior | Core | 4 | Management Principles and Functions, Foundations of Organizational Behavior, Individual Behavior and Personality, Group Dynamics and Teamwork, Leadership Theories and Styles, Motivation and Morale |
| 22MBA12 | Accounting for Managers | Core | 4 | Introduction to Financial Accounting, Preparation of Financial Statements, Cost Concepts and Classification, Managerial Accounting Tools, Budgeting and Performance Control, Financial Statement Analysis |
| 22MBA13 | Business Statistics and Analytics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Hypothesis Testing for Business Decisions, Correlation and Regression Analysis, Introduction to Business Analytics |
| 22MBA14 | Managerial Economics | Core | 4 | Basic Economic Concepts, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Macroeconomic Indicators and Policies, Business Cycles and Economic Forecasting |
| 22MBA15 | Legal and Business Environment | Core | 4 | Indian Contract Act 1872, Sale of Goods Act 1930, Consumer Protection Act 2019, Company Law Essentials, Business Ethics and Corporate Governance, Global Business Environment |
| 22MBALP1 | Business Analytics Lab | Lab | 2 | Introduction to Excel for Data Analysis, Descriptive Statistics using Software, Data Visualization Techniques, Basic Predictive Modeling, Report Generation with Insights, Case Studies for Business Applications |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA21 | Marketing Management | Core | 4 | Core Marketing Concepts and Philosophies, Market Segmentation, Targeting, Positioning, Product Life Cycle and New Product Development, Pricing Strategies and Decisions, Promotion Mix and Communication Strategies, Channels of Distribution and Logistics |
| 22MBA22 | Financial Management | Core | 4 | Goals of Financial Management, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Dividend Policy Decisions, Sources of Long-Term Finance |
| 22MBA23 | Human Resource Management | Core | 4 | Role of HRM in Organizations, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management Systems, Compensation and Benefits Management |
| 22MBA24 | Operations Management | Core | 4 | Operations Strategy and Design, Facility Location and Layout, Production Planning and Control, Inventory Management Techniques, Quality Management and Control, Supply Chain Management |
| 22MBA25 | Research Methodology and IPR | Core | 4 | Types and Process of Research, Research Design Formulation, Data Collection Methods and Sampling, Data Analysis and Interpretation, Report Writing and Presentation, Introduction to Intellectual Property Rights |
| 22MBALP2 | Enterprise Resource Planning Lab | Lab | 2 | Overview of ERP Systems, Key ERP Modules Functionality, ERP Implementation Challenges, Business Process Integration, Introduction to SAP/Oracle ERP Interface, Case Studies in ERP Applications |
| 22MBASIEP | Societal and Industrial Exposure Project | Project | 2 | Industry Identification and Study, Problem Statement Formulation, Data Collection through Observation, Analysis of Industry Trends, Report Writing on Findings, Presentation of Project Outcomes |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA31 | Management Information Systems | Core | 4 | Role of Information Systems in Business, Database Management Systems, Decision Support Systems, E-commerce and Digital Business, Cybersecurity and Data Privacy, Emerging Technologies in MIS |
| 22MBA32 | Entrepreneurship and Startup Management | Core | 4 | Concept of Entrepreneurship, Business Opportunity Identification, Business Plan Development, Funding Sources for Startups, Legal Aspects of Startups, Startup Ecosystem and Growth Strategies |
| 22MBA3MK1 | Consumer Behavior | Elective (Marketing Major) | 4 | Introduction to Consumer Behavior, Psychological Determinants, Cultural and Social Influences, Consumer Decision Making Process, Post-Purchase Behavior, Consumer Research and Applications |
| 22MBA3MK2 | Sales and Distribution Management | Elective (Marketing Major) | 4 | Fundamentals of Selling and Salesmanship, Sales Force Management, Sales Planning and Forecasting, Channel Design and Management, Logistics and Supply Chain in Distribution, Retailing and Wholesaling |
| 22MBA3MK3 | Services Marketing | Elective (Marketing Major) | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Extended Marketing Mix for Services (7 Ps), Service Design and Delivery, Managing Service Encounters, Service Recovery and Loyalty |
| 22MBA3MK4 | Digital Marketing | Elective (Marketing Major) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Measurement |
| 22MBALP3 | Managerial Analytics Lab | Lab | 2 | Advanced Data Visualization Tools, Statistical Software for Analytics, Predictive Modeling Techniques, Prescriptive Analytics Applications, Business Intelligence Dashboards, Case Studies in Data-Driven Decision Making |
| 22MBAP3 | Project Phase I | Project | 2 | Problem Identification and Scope, Literature Review and Gap Analysis, Research Objectives and Questions, Methodology Design and Plan, Data Collection Strategy, Project Proposal Development |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA41 | Strategic Management | Core | 4 | Concept and Process of Strategic Management, Environmental Scanning and Industry Analysis, SWOT Analysis and Strategic Alternatives, Corporate and Business-Level Strategies, Strategy Implementation and Control, Strategic Leadership and Governance |
| 22MBA4MK1 | Brand Management | Elective (Marketing Major) | 4 | Introduction to Brands and Branding, Brand Equity and Brand Value, Brand Positioning and Identity, Brand Building Strategies, Brand Communication and Measurement, Brand Portfolio and Brand Extensions |
| 22MBA4MK2 | Integrated Marketing Communication | Elective (Marketing Major) | 4 | Overview of IMC and Communication Process, Advertising Management, Public Relations and Publicity, Sales Promotion Techniques, Direct Marketing and Personal Selling, Media Planning and Evaluation |
| 22MBA4MK3 | Retail Management | Elective (Marketing Major) | 4 | Introduction to Retailing, Retail Formats and Strategies, Store Location and Layout Design, Merchandise Management, Retail Pricing and Promotion, Retail Operations and Supply Chain |
| 22MBA4MK4 | International Marketing | Elective (Marketing Major) | 4 | Global Marketing Environment Analysis, International Market Entry Strategies, Product and Service Adaptation, International Pricing Strategies, Global Marketing Communication, International Distribution Channels |
| 22MBALPOE | Open Elective / Cross Functional Elective | Elective | 4 | Students choose from a basket of open electives offered by the university., Focus on interdisciplinary learning., Skill enhancement in diverse domains., Exposure to non-core business areas., Personalized learning pathway., Career relevant skill building. |
| 22MBAP4 | Project Phase II | Project | 4 | Data Analysis and Interpretation, Statistical Tools Application, Drawing Conclusions and Findings, Formulating Recommendations, Thesis Writing and Documentation, Project Presentation and Defense |
