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MBA in Marketing Management at Apeejay Institute of Management & Engineering Technical Campus
Jalandhar, Punjab
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About the Specialization
What is Marketing Management at Apeejay Institute of Management & Engineering Technical Campus Jalandhar?
This Marketing Management program at Apeejay Institute of Management & Engineering Technical Campus, Jalandhar, focuses on equipping future leaders with strategic marketing insights and practical skills crucial for the dynamic Indian market. It emphasizes consumer behavior, digital marketing, and sales strategies, preparing students for impactful roles across various industries demanding adept marketing professionals.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, sales, or digital marketing roles, as well as working professionals aiming to upskill or transition into advanced marketing leadership positions. Individuals with a passion for understanding consumer psychology and market dynamics, and those aspiring to drive business growth through innovative strategies, will find this program particularly rewarding.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including roles as Marketing Managers, Brand Managers, Sales Managers, Digital Marketing Specialists, and Market Research Analysts. Entry-level salaries typically range from INR 4-7 LPA, with significant growth potential up to INR 15+ LPA for experienced professionals. The curriculum often aligns with industry-recognized certifications in digital marketing and analytics, enhancing employability.
Student Success Practices
Foundation Stage
Build Core Business Acumen- (Semester 1-2)
Actively engage in all core management subjects like Managerial Economics, Financial Management, and Operations. Utilize library resources and online platforms like Coursera/edX for foundational business courses. This broad understanding provides context for specialized marketing decisions and strengthens analytical thinking essential for future roles.
Tools & Resources
College Library, Coursera, edX
Career Connection
Strong foundational business knowledge is crucial for strategic marketing roles, allowing for informed decisions that impact overall business performance and cross-functional collaboration.
Develop Communication & Presentation Skills- (Semester 1-2)
Participate actively in case study competitions, group presentations, and debates within the college. Join Toastmasters or similar public speaking clubs. Practice articulating marketing ideas clearly and persuasively, as effective communication is paramount in sales, branding, and client interactions.
Tools & Resources
Toastmasters (if available), College Debate Club, Presentation software (PowerPoint, Google Slides)
Career Connection
Excellent communication and presentation skills are non-negotiable for marketing professionals, directly impacting success in pitches, client meetings, and team leadership.
Master Basic Software & Data Literacy- (Semester 1-2)
Become proficient in MS Excel for data analysis, PowerPoint for presentations, and explore fundamentals of data visualization tools. Familiarize yourself with basic Google Analytics concepts. These skills are foundational for understanding market trends, analyzing campaign performance, and presenting data-driven marketing insights.
Tools & Resources
Microsoft Excel, Google Analytics Academy, Basic Tableau/Power BI tutorials
Career Connection
Data literacy is critical for modern marketing; proficiency in these tools enables data-driven decision-making, leading to more effective campaigns and measurable ROI.
Intermediate Stage
Deep Dive into Marketing Specializations- (Semester 3)
Strategically choose marketing electives based on your career interests (e.g., Digital Marketing, Brand Management, Sales). Supplement classroom learning with industry publications like ''''Brand Equity'''' (ET) and ''''Afaqs'''' to stay updated on Indian marketing trends and apply theoretical knowledge to real-world scenarios. Engage with case studies specific to the Indian market.
Tools & Resources
Elective Course Materials, Economic Times - Brand Equity, Afaqs.com, Harvard Business Review case studies (marketing-focused)
Career Connection
Specialized knowledge in chosen marketing domains enhances expertise, making you a more attractive candidate for specific roles like Digital Marketing Specialist or Brand Manager.
Seek Practical Industry Exposure through Internships- (Semester 3 (during/after))
Actively pursue marketing internships (summer/winter breaks) with Indian startups or established companies in various sectors. Look for roles in sales, market research, digital campaign management, or content creation. This hands-on experience is critical for applying classroom learning, building a professional network, and understanding corporate culture.
Tools & Resources
College Placement Cell, Internshala, LinkedIn Jobs, Naukri.com
Career Connection
Internships provide invaluable practical experience, bridging the gap between theory and application, often leading to pre-placement offers or strong professional references.
Network and Engage Professionally- (Semester 3-4)
Attend industry seminars, workshops, and marketing conclaves organized by local chambers of commerce or marketing associations in Punjab/North India. Connect with alumni and marketing professionals on LinkedIn. These connections can lead to mentorship opportunities, job referrals, and insights into industry best practices.
Tools & Resources
LinkedIn, Industry associations (e.g., DMA India), College Alumni Network, Industry Events
Career Connection
A strong professional network is crucial for career advancement, opening doors to hidden job opportunities and providing guidance throughout your career journey.
Advanced Stage
Execute a Robust Major Project- (Semester 4)
Choose a marketing-focused major project that addresses a real business problem for an Indian company or industry. Utilize the research methodology learned, conduct thorough data analysis, and propose actionable, data-driven marketing strategies. This showcases problem-solving abilities, analytical skills, and practical application of marketing concepts to potential employers.
Tools & Resources
Statistical software (SPSS, R, Python), Market research tools, Primary/Secondary data sources
Career Connection
A well-executed major project demonstrates practical problem-solving skills, critical thinking, and the ability to deliver tangible business value, highly valued by recruiters.
Refine Placement & Interview Skills- (Semester 4)
Actively participate in mock interviews, group discussions, and resume-building workshops organized by the college''''s placement cell. Tailor your resume and interview responses to highlight marketing-specific skills, project experiences, and understanding of the Indian consumer landscape and market dynamics.
Tools & Resources
College Placement Cell, Online mock interview platforms, Resume builders
Career Connection
Strong interview and group discussion performance directly translates to better placement opportunities and higher starting salaries in desired marketing roles.
Develop Niche Marketing Skills through Certifications- (Semester 4)
Consider pursuing advanced certifications in high-demand marketing areas like SEO, SEM, content marketing, social media advertising, or marketing analytics from platforms like HubSpot, Google, or other recognized Indian training institutes. These specialized skills can differentiate candidates in a competitive job market and open doors to specialized roles.
Tools & Resources
Google Certifications (Ads, Analytics), HubSpot Academy, Digital Marketing Institutes in India
Career Connection
Niche certifications demonstrate proactive learning and specialized expertise, making you a more valuable asset to companies looking for specific marketing skill sets.
Program Structure and Curriculum
Eligibility:
- Recognized Bachelor’s Degree of minimum 3-years duration in any discipline with at least 50% marks (45% for SC/ST/OBC) in the qualifying exam.
Duration: 2 Years (4 Semesters)
Credits: 96 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-101 | Management Concepts & Organizational Behavior | Core | 4 | Management Process & Functions, Organization Structure & Design, Personality & Perception, Motivation & Leadership, Group Dynamics & Conflict Management |
| MBA-102 | Managerial Economics | Core | 4 | Nature & Scope of Managerial Economics, Demand & Supply Analysis, Production & Cost Analysis, Market Structures & Pricing Decisions, Profit Management & Capital Budgeting |
| MBA-103 | Accounting for Management | Core | 4 | Financial Accounting Concepts & Principles, Cost Accounting & Variance Analysis, Financial Statement Analysis, Ratio Analysis, Budgeting & Budgetary Control |
| MBA-104 | Business Environment | Core | 4 | Economic Environment & Policies, Political & Legal Environment, Socio-Cultural Environment, Technological Environment, Global Business Environment & WTO |
| MBA-105 | Quantitative Techniques for Management | Core | 4 | Basic Statistics & Probability, Probability Distributions, Correlation & Regression Analysis, Linear Programming, Decision Theory & Queuing Theory |
| MBA-106 | IT Skills for Managers (Lab) | Core (Practical) | 4 | MS Office Applications (Word, Excel, PowerPoint), Internet & E-mail Usage, Data Management & Security, Business Presentation Tools, Basic Analytical Tools & Spreadsheets |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-201 | Business Communication | Core | 4 | Process & Principles of Communication, Verbal & Non-verbal Communication, Business Correspondence, Presentation Skills, Report Writing & Group Discussions |
| MBA-202 | Marketing Management | Core | 4 | Marketing Concepts & Orientations, Market Segmentation, Targeting & Positioning, Product & Pricing Decisions, Promotion & Distribution Strategies, Marketing Ethics & Social Responsibility |
| MBA-203 | Human Resource Management | Core | 4 | HR Planning & Job Analysis, Recruitment & Selection, Training & Development, Performance Management, Compensation & Employee Relations |
| MBA-204 | Financial Management | Core | 4 | Financial Goals & Time Value of Money, Capital Budgeting Decisions, Cost of Capital & Capital Structure, Working Capital Management, Dividend Policy Decisions |
| MBA-205 | Operations & Supply Chain Management | Core | 4 | Operations Strategy & Planning, Production Planning & Control, Inventory Management, Quality Management & TQM, Supply Chain Management & Logistics |
| MBA-206 | Research Methodology | Core | 4 | Research Design & Problem Formulation, Data Collection Methods (Primary & Secondary), Sampling Design & Techniques, Data Analysis & Interpretation, Report Writing & Presentation |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-301 | Strategic Management | Core | 4 | Strategic Planning Process, Environmental Analysis (SWOT, PESTEL), Strategy Formulation & Choice, Strategy Implementation, Strategic Evaluation & Control |
| MBA-302 MKT-I | Consumer Behavior | Elective (Marketing) | 4 | Consumer Decision Process, Individual Determinants (Perception, Learning, Motivation), Attitude Formation & Change, Social & Cultural Influences, Consumer Research & Buying Models |
| MBA-302 MKT-II | Sales & Distribution Management | Elective (Marketing) | 4 | Sales Force Objectives & Strategy, Sales Force Structure & Sizing, Sales Forecasting & Budgeting, Distribution Channels & Logistics, Channel Design & Management |
| MBA-302 MKT-III | Services Marketing | Elective (Marketing) | 4 | Nature & Characteristics of Services, Service Quality & Gaps Model, Service Design & Delivery, Pricing & Promotion of Services, Marketing of Financial, Healthcare & Hospitality Services |
| MBA-302 MKT-IV | International Marketing | Elective (Marketing) | 4 | Global Marketing Environment, International Market Entry Strategies, Global Product & Pricing Strategies, International Promotion & Distribution, Cross-Cultural Consumer Behavior |
| MBA-302 MKT-V | Advertising & Brand Management | Elective (Marketing) | 4 | Advertising Objectives & Budgeting, Creative Strategy & Message Appeals, Media Planning & Scheduling, Brand Identity & Equity, Brand Positioning & Re-positioning |
| MBA-302 MKT-VI | Marketing Research | Elective (Marketing) | 4 | Marketing Research Process, Qualitative & Quantitative Research, Questionnaire Design & Scaling Techniques, Data Analysis (Statistical Tools), Report Writing & Presentation of Findings |
| MBA-302 MKT-VII | Rural Marketing | Elective (Marketing) | 4 | Rural Environment & Demographics, Rural Consumer Behavior, Product & Pricing Strategies for Rural Markets, Rural Distribution Challenges, Rural Communication Strategies |
| MBA-302 MKT-VIII | Retail Management | Elective (Marketing) | 4 | Retailing Environment & Trends, Retail Formats & Store Location, Merchandise Management, Retail Pricing & Promotion, Customer Service & Store Operations |
| MBA-302 MKT-IX | Digital & Social Media Marketing | Elective (Marketing) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO) & SEM, Social Media Marketing Strategies, Email Marketing & Content Marketing, Web Analytics & Performance Measurement |
| MBA-302 MKT-X | Customer Relationship Management (CRM) | Elective (Marketing) | 4 | CRM Concepts & Objectives, Customer Life Cycle Management, CRM Technologies & Implementation, Customer Loyalty & Retention Programs, Data Mining for CRM |
| MBA-303 | Minor Project | Project | 4 | Problem Identification & Research Question, Literature Review, Methodology Design & Data Collection, Data Analysis & Interpretation, Report Writing & Presentation |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-401 | Ethics, Governance & CSR | Core | 4 | Business Ethics & Values, Corporate Governance Principles, Corporate Social Responsibility (CSR), Ethical Dilemmas in Business, Stakeholder Management & Sustainability |
| MBA-402 MKT-I | Product & Brand Management | Elective (Marketing) | 4 | Product Life Cycle Strategies, New Product Development Process, Product Line & Mix Decisions, Brand Identity & Positioning, Brand Equity Measurement & Management |
| MBA-402 MKT-II | Marketing Analytics | Elective (Marketing) | 4 | Marketing Metrics & KPIs, Data Sources for Marketing Analytics, Predictive Modeling in Marketing, Customer Lifetime Value & Churn Analysis, Campaign Optimization & ROI Measurement |
| MBA-402 MKT-III | Integrated Marketing Communications (IMC) | Elective (Marketing) | 4 | IMC Process & Planning, Advertising & Public Relations, Sales Promotion & Personal Selling, Direct Marketing & Database Marketing, Event Marketing & Sponsorship |
| MBA-402 MKT-IV | Entrepreneurship Marketing | Elective (Marketing) | 4 | Entrepreneurial Mindset & Marketing, Market Research for Startups, Lean Marketing & Bootstrapping, Branding & Positioning for Startups, Growth Hacking Strategies |
| MBA-402 MKT-V | Relationship Marketing | Elective (Marketing) | 4 | Customer Retention & Loyalty Programs, Customer Service & Experience, Co-creation & Value Delivery, Stakeholder Relationship Management, Building Long-Term Customer Bonds |
| MBA-402 MKT-VI | Industrial Marketing | Elective (Marketing) | 4 | B2B Marketing Environment, Organizational Buying Behavior, Product & Service Decisions in B2B, Pricing & Promotion in Industrial Markets, Key Account Management |
| MBA-402 MKT-VII | Event & Sports Marketing | Elective (Marketing) | 4 | Event Planning & Management, Sponsorship Management, Sports Branding & Promotion, Marketing through Events, Digital Engagement in Events & Sports |
| MBA-402 MKT-VIII | Green Marketing | Elective (Marketing) | 4 | Environmental Issues & Sustainable Consumption, Green Product Development & Lifecycle, Eco-Labeling & Certifications, Green Pricing & Communication, Corporate Environmental Responsibility |
| MBA-402 MKT-IX | Pricing Strategies & Management | Elective (Marketing) | 4 | Pricing Objectives & Factors, Cost-Plus Pricing & Value-Based Pricing, Dynamic Pricing & Yield Management, Price Skimming & Penetration Strategies, Pricing New Products & Price Adjustments |
| MBA-402 MKT-X | E-Commerce Marketing | Elective (Marketing) | 4 | E-Commerce Business Models, Online Customer Journey & Experience, Conversion Rate Optimization, Personalization & Recommendation Systems, Digital Analytics for E-commerce |
| MBA-403 | Major Project | Project | 8 | Comprehensive Business Research, Problem Solving & Strategic Recommendations, Data Collection, Analysis & Interpretation, Project Report Documentation, Viva-Voce Examination |
