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MBA in Marketing at Azad Institute of Engineering and Technology
Lucknow, Uttar Pradesh
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About the Specialization
What is Marketing at Azad Institute of Engineering and Technology Lucknow?
This Marketing program at Azad Institute of Engineering and Technology, affiliated with AKTU, focuses on equipping future managers with core and advanced marketing competencies. It addresses the dynamic Indian market, including digital marketing, consumer analytics, and rural outreach. The program emphasizes strategic decision-making and innovation to meet evolving industry demands, preparing students for leadership roles in a competitive landscape.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into diverse marketing roles, including brand management, sales, market research, or digital marketing. It also benefits working professionals aiming to upskill in specialized areas like digital strategy or analytics, and career changers transitioning into the vibrant Indian marketing industry. A foundational interest in consumer behavior and market dynamics is highly beneficial for success.
Why Choose This Course?
Graduates can expect diverse career paths in brand management, marketing analytics, sales leadership, advertising, and digital marketing within Indian companies and MNCs operating in India. Entry-level salaries typically range from INR 3-6 LPA, growing significantly with experience. The program aligns with industry demands for skilled marketing professionals and can aid in acquiring professional certifications in areas such as digital marketing or market research, enhancing career prospects.
Student Success Practices
Foundation Stage
Build Strong Analytical and Communication Foundations- (Semester 1-2)
Focus rigorously on Quantitative Techniques, Managerial Economics, and Business Analytics subjects. Supplement classroom learning with online courses on data analysis tools like Excel, R/Python basics, and communication platforms like Coursera/edX to develop strong analytical and presentation skills crucial for management.
Tools & Resources
NPTEL lectures, Khan Academy, Excel, basic R/Python tutorials, Toastmasters International (if available in Lucknow), Grammarly
Career Connection
Essential for interpreting market data, understanding economic trends, and effectively communicating business insights to stakeholders, enhancing roles in market research and business development.
Dive Deep into Core Marketing Concepts- (Semester 2)
Beyond the Marketing Management course, proactively read leading marketing books (e.g., Philip Kotler) and industry journals. Analyze case studies of successful Indian and international brands to understand consumer behavior and market segmentation strategies, preparing for specialized marketing electives.
Tools & Resources
Harvard Business Review, Marketing Week, The Economic Times Brand Equity, online marketing blogs, books by marketing gurus
Career Connection
Provides a robust conceptual framework for all future marketing roles, enabling a quicker grasp of strategic marketing and brand building concepts.
Network and Observe Industry Trends- (Semester 1-2)
Attend webinars, industry talks, and local business events in Lucknow or virtually. Connect with alumni and marketing professionals on LinkedIn. Start following key industry influencers and news outlets to stay updated on emerging marketing trends, digital shifts, and consumer preferences in India.
Tools & Resources
LinkedIn, industry-specific newsletters (e.g., ETBrandEquity, Afaqs!), local chamber of commerce events
Career Connection
Builds professional networks early, provides insights into real-world challenges, and identifies potential mentors or internship opportunities in the Indian marketing landscape.
Intermediate Stage
Specialize through Electives and Certifications- (Semester 3)
Critically choose Marketing electives (e.g., Digital & Social Media Marketing, Consumer Behavior) that align with career aspirations. Simultaneously pursue relevant industry certifications like Google Analytics, HubSpot Inbound Marketing, or a basic SEO/SEM course to gain practical skills valued by Indian employers.
Tools & Resources
Google Skillshop, HubSpot Academy, Coursera/Udemy certifications, AKTU Elective choices
Career Connection
Directly enhances employability for specialized marketing roles in digital agencies, e-commerce, or brand management.
Engage in Real-world Projects and Competitions- (Semester 3-4)
Actively seek out industry projects or internships, especially during the summer break (KMB 351). Participate in marketing case study competitions (e.g., those hosted by IIMs or corporate challenges) to apply theoretical knowledge, develop problem-solving skills, and build a portfolio of practical experience.
Tools & Resources
AKTU Summer Internship program, Internshala, corporate competition platforms, college clubs
Career Connection
Provides tangible experience for resumes, demonstrates practical application of skills, and offers networking opportunities with potential employers.
Master Data-driven Marketing Tools- (Semester 3-4)
Beyond theoretical understanding, gain hands-on proficiency with tools used for market research, data visualization, and campaign management. This includes advanced Excel, introduction to business intelligence tools (Tableau/Power BI), and social media analytics platforms to make data-informed marketing decisions.
Tools & Resources
Tableau Public, Google Data Studio, SEMrush/Ahrefs (free versions), social media insights (Facebook Business Manager, LinkedIn Analytics)
Career Connection
Positions students for roles in marketing analytics, digital campaign management, and strategic marketing where data interpretation is critical for success in the Indian market.
Advanced Stage
Comprehensive Placement Preparation and Mock Interviews- (Semester 4)
Engage fully with the college''''s placement cell for resume building workshops, aptitude test preparation, and group discussion practice. Participate in multiple mock interviews, especially for marketing-specific roles, incorporating feedback to refine communication and presentation skills relevant to Indian corporate hiring.
Tools & Resources
Placement cell resources, online aptitude platforms (e.g., IndiaBix), LinkedIn for company research, mock interview apps
Career Connection
Directly prepares students for the rigorous Indian recruitment process, significantly increasing chances of securing desired marketing roles.
Refine Specialization Portfolio and Personal Brand- (Semester 4)
Develop a strong portfolio showcasing key marketing projects, internship experiences, and relevant certifications. Create a professional online presence (LinkedIn, personal website if applicable) to highlight expertise in chosen marketing areas (e.g., digital, brand, sales), effectively communicating personal brand to potential employers.
Tools & Resources
LinkedIn Profile, Canva for portfolio design, personal website builder (e.g., Wix, WordPress.com), Behance (for creative portfolios)
Career Connection
Differentiates candidates in a competitive job market, clearly demonstrating practical skills and professional aptitude for marketing roles.
Explore Niche Marketing Career Paths and Start-up Opportunities- (Semester 4)
Research emerging marketing roles (e.g., Growth Hacker, AI Marketing Specialist, Content Strategist) and understand the skill gaps. Network with start-up founders and entrepreneurs to explore opportunities in India''''s vibrant start-up ecosystem, which often offers faster growth and diverse learning experiences.
Tools & Resources
Start-up India portal, angel investor networks, industry meetups, entrepreneurial alumni
Career Connection
Opens doors to high-growth, innovative roles beyond traditional corporate structures, crucial for long-term career planning in India''''s dynamic economy.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s degree in any discipline with a minimum of 50% marks (45% for SC/ST candidates), as per AKTU norms.
Duration: 2 years (4 semesters)
Credits: 91 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| KMB 101 | Management Concepts & Organizational Behavior | Core | 3 | Management Process and Functions, Organizational Behavior Fundamentals, Perception, Learning, and Personality, Motivation, Leadership, and Group Dynamics, Conflict Management and Organizational Change |
| KMB 102 | Managerial Economics | Core | 3 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structure and Pricing Strategies, National Income and Business Cycles |
| KMB 103 | Business Environment & Legal Aspects of Business | Core | 3 | Indian Business Environment, Economic and Political Systems, Industrial Policy and Competition Act, Law of Contract and Sales of Goods Act, Company Act and Consumer Protection Act |
| KMB 104 | Quantitative Techniques for Management | Core | 3 | Probability and Decision Theory, Linear Programming and Transportation Problems, Assignment Problems and Queuing Theory, Network Analysis (PERT/CPM), Statistical Tools for Business Decisions |
| KMB 105 | Business Communication | Core | 3 | Fundamentals of Business Communication, Types and Channels of Communication, Effective Oral Communication and Presentation Skills, Written Communication (Reports, Memos), Cross-Cultural Communication |
| KMB 106 | Accounting for Management | Core | 3 | Basic Accounting Concepts and Principles, Financial Statements Analysis, Cost Accounting Methods, Budgetary Control and Standard Costing, Fund Flow and Cash Flow Statements |
| KMB 151 | Communication Lab | Lab | 2 | Group Discussion Techniques, Public Speaking and Presentation Practice, Mock Interview Sessions, Business Report Writing Practice, Email Etiquette and Professional Correspondence |
| KMB 152 | Computer Applications in Management Lab | Lab | 2 | MS Word for Document Formatting, MS Excel for Data Analysis and Reporting, MS PowerPoint for Business Presentations, Internet and Web Applications for Business, Database Management System Basics |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| KMB 201 | Human Resource Management | Core | 3 | Introduction to HRM and its Functions, Job Analysis, Recruitment, and Selection, Training and Development, Performance Appraisal and Management, Compensation Management and Industrial Relations |
| KMB 202 | Marketing Management | Core | 3 | Core Marketing Concepts and Philosophies, Marketing Environment and Consumer Behavior, Market Segmentation, Targeting, and Positioning, Product Life Cycle and New Product Development, Pricing, Promotion, and Distribution Strategies |
| KMB 203 | Financial Management | Core | 3 | Goals of Financial Management, Sources of Finance and Capital Structure, Capital Budgeting Decisions, Working Capital Management, Dividend Policy and Investment Decisions |
| KMB 204 | Operations Management | Core | 3 | Introduction to Operations Management, Facility Location and Layout, Production Planning and Control, Inventory Management Techniques, Quality Management and Supply Chain Basics |
| KMB 205 | Research Methodology | Core | 3 | Nature and Scope of Research, Research Design and Types, Data Collection Methods (Primary/Secondary), Sampling Techniques and Hypothesis Testing, Data Analysis and Report Writing |
| KMB 206 | Business Analytics | Core | 3 | Introduction to Business Analytics, Descriptive, Predictive, and Prescriptive Analytics, Data Mining Techniques, Big Data Concepts and Technologies, Introduction to Analytics Tools (e.g., R, Python, Excel) |
| KMB 251 | Research Methodology Lab | Lab | 2 | SPSS/R for Data Entry and Cleaning, Statistical Tests (t-test, ANOVA, Regression), Questionnaire Design and Survey Tools, Data Interpretation and Visualization, Case Studies in Business Research |
| KMB 252 | Business Analytics Lab | Lab | 2 | Advanced Excel for Business Analytics, Data Visualization using Tableau/Power BI, Introduction to SQL for Data Querying, Basic Machine Learning Algorithms, Real-world Business Analytics Case Studies |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| KMB 301 | Strategic Management | Core | 3 | Concept and Process of Strategic Management, Environmental Scanning and Industry Analysis, Strategy Formulation (Corporate, Business, Functional), Strategy Implementation and Control, Global Strategic Management |
| KMB 302 | Entrepreneurship Development | Core | 3 | Concept of Entrepreneurship and Innovation, Entrepreneurial Process and Business Idea Generation, Business Plan Preparation, Funding Sources for Startups, Legal and Regulatory Framework for Startups |
| KMB 303 | Project Management | Core | 3 | Project Life Cycle and Project Selection, Project Planning and Scheduling (PERT/CPM), Project Costing and Budgeting, Project Risk Management, Project Monitoring and Control |
| KMB 351 | Summer Internship | Project | 4 | Practical Industry Exposure, Application of Management Concepts, Problem Identification and Analysis, Report Writing and Presentation, Professional Networking |
| KMB MK01 | Consumer Behavior & Market Research | Elective (Marketing) | 3 | Consumer Decision Making Process, Psychological and Sociological Influences on Consumers, Market Research Process and Design, Data Collection, Analysis, and Interpretation, Ethical Issues in Market Research |
| KMB MK02 | Sales & Distribution Management | Elective (Marketing) | 3 | Sales Management Process, Sales Force Planning and Organization, Sales Quotas, Territories, and Compensation, Channel Design and Management, Logistics and Supply Chain in Distribution |
| KMB MK03 | Advertising & Brand Management | Elective (Marketing) | 3 | Role of Advertising in Marketing, Advertising Campaign Planning and Strategy, Media Planning and Selection, Brand Equity and Brand Identity, Brand Positioning and Communication |
| KMB MK04 | Digital & Social Media Marketing | Elective (Marketing) | 3 | Digital Marketing Ecosystem, Search Engine Optimization (SEO), Search Engine Marketing (SEM) and PPC, Social Media Marketing Strategies, Content Marketing and Email Marketing |
| KMB MK05 | Services Marketing | Elective (Marketing) | 3 | Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Managing Service Delivery and Challenges |
| KMB MK06 | International Marketing | Elective (Marketing) | 3 | Global Marketing Environment Analysis, International Market Entry Strategies, Product and Promotion Adaptation, International Pricing Strategies, Global Distribution and Logistics |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| KMB 401 | Ethics & Corporate Governance | Core | 3 | Business Ethics and Values, Ethical Decision Making and Dilemmas, Corporate Governance Principles, Corporate Social Responsibility (CSR), Whistleblowing and Stakeholder Management |
| KMB 451 | Project Report (Major Project) | Project | 5 | Problem Identification and Research Design, Literature Review and Data Collection, Data Analysis and Interpretation, Findings, Recommendations, and Conclusion, Report Writing and Presentation |
| KMB 452 | Comprehensive Viva Voce | Core | 2 | Overall Understanding of MBA Curriculum, General Management Concepts, Communication and Presentation Skills, Current Business Affairs, Critical Thinking and Problem Solving |
| KMB MK07 | Rural & Agricultural Marketing | Elective (Marketing) | 3 | Rural Market Environment in India, Rural Consumer Behavior and Segmentation, Product and Pricing Strategies for Rural Markets, Rural Distribution Channels and Logistics, Rural Communication and Promotion Strategies |
| KMB MK08 | Industrial & Business Marketing | Elective (Marketing) | 3 | Nature of Business-to-Business (B2B) Marketing, Organizational Buying Behavior, B2B Product and Service Strategies, B2B Pricing and Channel Management, B2B Communication and Relationship Marketing |
| KMB MK09 | Retail Management | Elective (Marketing) | 3 | Introduction to Retailing and Retail Formats, Retail Location and Store Layout, Merchandise Management and Buying, Retail Pricing and Promotion Strategies, Customer Service and Retail Technology |
| KMB MK10 | Supply Chain & Logistics Management | Elective (Marketing) | 3 | Introduction to Supply Chain Management, Logistics Functions and Transportation, Warehousing and Inventory Management, Information Technology in SCM, Global Supply Chain Challenges |
| KMB MK11 | Customer Relationship Management (CRM) | Elective (Marketing) | 3 | Concept and Objectives of CRM, Customer Acquisition and Retention Strategies, Customer Loyalty Programs, CRM Technologies and Implementation, Customer Service and Experience Management |
| KMB MK12 | Marketing Strategy | Elective (Marketing) | 3 | Marketing Audit and Situational Analysis, Strategic Marketing Planning Process, Competitive Marketing Strategies, Product-Market Strategies, Global Marketing Strategy and Implementation |
