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MBA in Marketing at Anupama College of Management & Science
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Anupama College of Management & Science Bengaluru?
This Marketing program at Anupama College of Management & Science focuses on equipping students with advanced skills in understanding market dynamics, consumer behavior, and strategic branding within the dynamic Indian business landscape. The curriculum emphasizes both traditional and digital marketing approaches, preparing graduates for diverse roles in sales, advertising, and market research. It is designed to meet the evolving demands of India''''s fast-growing consumer and services sectors, making graduates highly relevant to the industry.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into marketing management roles, as well as working professionals aiming to upgrade their marketing skills or transition into specialized marketing functions. Individuals with a keen interest in consumer psychology, brand building, and digital communication, who are eager to contribute to India''''s competitive market, will find this program particularly rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths such as Marketing Manager, Brand Manager, Digital Marketing Specialist, Sales Head, or Marketing Consultant. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning upwards of INR 10-20 LPA in leading Indian and multinational companies. The program also aligns with certifications in digital marketing and analytics, enhancing professional credentials.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Dedicate time to thoroughly understand foundational subjects like Marketing Management, Accounting, and Economics in Semesters 1 and 2. Utilize textbooks, online tutorials, and peer study groups. Strong fundamentals are crucial for building specialized marketing knowledge and analytical skills later.
Tools & Resources
Textbooks, NPTEL courses, Khan Academy, Peer study groups
Career Connection
A solid grasp of core business principles underpins effective marketing strategies and decision-making, essential for management roles.
Develop Strong Communication & Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and communication workshops. Focus on structuring arguments, public speaking, and written clarity. Seek feedback from faculty and peers to refine skills consistently.
Tools & Resources
Toastmasters clubs (if available), college workshops, online communication courses
Career Connection
Effective communication is paramount for marketing professionals, from client pitches to internal team coordination, directly impacting career progression.
Engage in Early Industry Exploration- (Semester 1-2)
Attend industry seminars, webinars, and guest lectures to understand current marketing trends in India. Network with alumni and professionals to gain insights into various marketing roles and companies. Start exploring potential internship domains early.
Tools & Resources
LinkedIn, industry events, college career fairs
Career Connection
Early exposure helps clarify career interests, builds a professional network, and provides context for academic learning, making internship applications more targeted.
Intermediate Stage
Specialize and Apply Marketing Concepts Practically- (Semester 3)
Dive deep into Marketing specialization subjects in Semester 3. Actively seek out case studies, live projects, and simulations related to Consumer Behaviour, Digital Marketing, or Brand Management. Participate in marketing competitions or college-level marketing clubs.
Tools & Resources
Harvard Business Review cases, digital marketing certifications (Google Ads/Analytics), live marketing projects
Career Connection
Practical application of specialized knowledge enhances problem-solving abilities and creates a strong portfolio, crucial for securing roles in specific marketing domains.
Undertake a Meaningful Internship- (Semester 2-3 (during break))
Secure a substantive internship in a marketing function during Semester 2 break. Focus on gaining hands-on experience in areas like market research, content creation, social media management, or sales. Document learnings meticulously for your project work.
Tools & Resources
College placement cell, Internshala, LinkedIn Jobs
Career Connection
Internships are vital for real-world exposure, skill development, and often lead to pre-placement offers, significantly boosting job prospects in the Indian market.
Build a Professional Network- (Semester 3-4)
Connect with faculty, alumni, industry speakers, and peers on professional platforms like LinkedIn. Attend industry conferences (online/offline) and workshops. A strong network can provide mentorship, job leads, and collaborative opportunities in the Indian business ecosystem.
Tools & Resources
LinkedIn, industry association events (e.g., MMA India), alumni meetups
Career Connection
Networking opens doors to career opportunities, mentorship, and helps understand industry expectations, crucial for long-term career growth in India.
Advanced Stage
Excel in Project Work / Dissertation- (Semester 4)
Choose a relevant and impactful marketing topic for your Semester 4 project/dissertation. Conduct thorough research, apply analytical tools, and synthesize findings into a professional report. This demonstrates independent research and problem-solving capabilities.
Tools & Resources
SPSS/R for data analysis, academic databases, mentorship from faculty
Career Connection
A well-executed project highlights your specialized expertise and analytical rigor, making you an attractive candidate for roles requiring in-depth domain knowledge.
Focus on Placement Preparation and Mock Interviews- (Semester 4)
Actively participate in college placement training, mock interviews, and group discussions. Tailor your resume and cover letter to specific marketing roles. Practice answering behavioral and technical marketing questions, focusing on showcasing your skills and internship experiences.
Tools & Resources
College placement cell, online interview platforms (e.g., PrepInsta), resume builders
Career Connection
Targeted placement preparation significantly increases your chances of securing desired marketing roles with leading Indian companies, ensuring a smooth transition into the workforce.
Develop Soft Skills and Leadership Qualities- (Semester 3-4)
Engage in leadership roles within college clubs, organize events, and take initiative in group projects. Focus on developing teamwork, negotiation, and conflict resolution skills. These are highly valued by Indian employers for managerial positions.
Tools & Resources
College committees, leadership workshops, peer feedback
Career Connection
Beyond technical skills, strong soft skills and demonstrable leadership potential are critical for ascending to higher management roles in any Indian organization.
Program Structure and Curriculum
Eligibility:
- Bachelors Degree from any recognized University with minimum 50% aggregate marks (45% for SC/ST/Cat-I candidates of Karnataka)
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 |
|---|---|---|---|---|
| 23MBA101 | Organizational Behaviour | Core | 4 | Foundations of OB, Individual Behaviour (Perception, Attitudes, Motivation), Group Dynamics and Team Building, Leadership and Power, Organizational Culture and Change |
| 23MBA102 | Managerial Economics | Core | 4 | Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Decisions, Macroeconomic Environment, Business Cycles and Economic Policies |
| 23MBA103 | Accounting for Managers | Core | 4 | Financial Accounting Concepts, Preparation of Financial Statements, Financial Statement Analysis, Cost Accounting Techniques, Budgetary Control |
| 23MBA104 | Quantitative Methods for Business Decisions | Core | 4 | Probability and Probability Distributions, Hypothesis Testing, Correlation and Regression Analysis, Decision Theory, Time Series Analysis |
| 23MBA105 | Marketing Management | Core | 4 | Marketing Concepts and Environment, Market Segmentation, Targeting, Positioning, Product and Pricing Decisions, Promotion and Communication Mix, Distribution Channels and Logistics |
| 23MBA106 | Business Analytics | Core | 4 | Introduction to Business Analytics, Data Collection and Preparation, Descriptive and Predictive Analytics, Prescriptive Analytics, Data Visualization Tools |
| 23MBA107 | Business Communication | Core | 2 | Communication Process and Types, Oral Communication Skills, Written Communication (Reports, Emails), Non-Verbal Communication, Presentation Skills |
| 23MBA108 | Workshop on Computer Skills (MS Office & Internet) | Core | 2 | MS Word for Business Documents, MS Excel for Data Analysis, MS PowerPoint for Presentations, Internet Browsing and Research, Email and Online Collaboration |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA201 | Human Capital Management | Core | 4 | Strategic HRM, HR Planning and Recruitment, Training and Development, Performance Management and Compensation, Employee Relations |
| 23MBA202 | Financial Management | Core | 4 | Time Value of Money, Capital Budgeting Decisions, Cost of Capital, Working Capital Management, Dividend Policy |
| 23MBA203 | Research Methodology & Business Analytics | Core | 4 | Research Design and Process, Data Collection Methods (Primary & Secondary), Sampling Techniques, Data Analysis (using SPSS/R), Report Writing and Ethics in Research |
| 23MBA204 | Operations Management | Core | 4 | Operations Strategy and Productivity, Process Design and Layout, Inventory Management, Quality Management and TQM, Supply Chain Management |
| 23MBA205 | Legal Aspects of Business | Core | 4 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Companies Act, Intellectual Property Rights |
| 23MBA206 | Business Environment and Ethics | Core | 4 | Economic and Political Environment, Social and Cultural Environment, Technological Environment, Business Ethics and Values, Corporate Social Responsibility (CSR) |
| 23MBA207 | Internship | Core | 2 | Industry Exposure, Practical Application of Concepts, Project Report Preparation, Presentation of Findings |
| 23MBA208 | Cross-Functional Management | Core | 2 | Integration of Business Functions, Cross-Functional Teams, Conflict Management in Cross-Functional Settings, Synergy and Coordination, Holistic Business Perspective |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA301 | Strategic Management | Core | 4 | Strategic Analysis and Formulation, Environmental Scanning and SWOT Analysis, Strategy Implementation and Control, Corporate Governance, Business Ethics in Strategy |
| 23MBAMM302 | Consumer Behaviour | Elective-Marketing | 4 | Consumer Decision Making Process, Individual Determinants of Behaviour, Group and Social Influences, Cultural and Cross-Cultural Influences, Consumer Research and Ethics |
| 23MBAMM303 | Services Marketing | Elective-Marketing | 4 | Nature and Characteristics of Services, Service Quality and Gaps Model, Service Design and Process, Customer Relationship Management in Services, Pricing and Promotion of Services |
| 23MBAMM304 | Marketing Research | Elective-Marketing | 4 | Marketing Research Process, Research Design Types, Data Collection Methods (Qualitative & Quantitative), Questionnaire Design and Scaling, Data Analysis and Report Preparation |
| 23MBAMM305 | Digital Marketing | Elective-Marketing | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Email Marketing and Content Marketing |
| 23MBAMM306 | Sales & Distribution Management | Elective-Marketing | 4 | Sales Management Process, Sales Force Management, Sales Forecasting and Quotas, Distribution Channel Design and Management, Logistics and Supply Chain |
| 23MBAMM307 | Brand Management | Elective-Marketing | 4 | Brand Identity and Positioning, Brand Equity and Measurement, Brand Building Strategies, Brand Extension and Revitalization, Global Branding |
| 23MBA308 | Entrepreneurship and Startup Management | Open Elective | 4 | Entrepreneurial Process, Opportunity Identification and Business Plan, Startup Funding and Legal Aspects, Innovation and Creativity, Growth Strategies for Startups |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA401 | International Business | Core | 4 | Global Business Environment, Theories of International Trade and Investment, International Financial Management, Global Marketing Strategies, International Human Resource Management |
| 23MBA402 | Project Work / Dissertation | Core | 8 | Problem Identification and Formulation, Literature Review and Research Design, Data Collection and Analysis, Report Writing and Presentation, Ethical Considerations in Research |
| 23MBAMM403 | Integrated Marketing Communications | Elective-Marketing | 4 | IMC Process and Planning, Advertising Management, Sales Promotion Strategies, Public Relations and Publicity, Direct Marketing and Personal Selling |
| 23MBAMM404 | Retail Management | Elective-Marketing | 4 | Retail Formats and Theories, Retail Store Location and Layout, Merchandising and Category Management, Retail Pricing and Promotion, Customer Service and Relationship Management |
| 23MBAMM405 | Rural & Agricultural Marketing | Elective-Marketing | 4 | Characteristics of Rural Markets in India, Rural Consumer Behaviour, Product and Pricing Strategies for Rural Markets, Rural Distribution Challenges and Solutions, Promotional Strategies for Rural Consumers |
| 23MBAMM406 | Marketing Analytics | Elective-Marketing | 4 | Marketing Metrics and Data Sources, Predictive Modeling in Marketing, Customer Lifetime Value Analysis, Web Analytics and Social Media Analytics, Campaign Effectiveness Measurement |
