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MBA in Marketing at Baba Isher Singh College of Engineering & Technology
Moga, Punjab
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About the Specialization
What is Marketing at Baba Isher Singh College of Engineering & Technology Moga?
This Marketing specialization program at Baba Isher Singh College of Engineering and Technology focuses on equipping students with advanced knowledge and skills in strategic marketing, consumer insights, digital commerce, and brand building. With India''''s rapidly evolving consumer market and increasing digital penetration, the program is designed to meet the growing industry demand for agile and innovative marketing professionals who can navigate complex market dynamics and leverage technology for competitive advantage.
Who Should Apply?
This program is ideal for fresh graduates from any discipline aspiring for a dynamic career in marketing, as well as working professionals seeking to enhance their existing marketing expertise or transition into leadership roles. Individuals with a keen interest in consumer behavior, digital trends, brand strategy, and sales management will find this specialization highly rewarding, preparing them for diverse roles in the vibrant Indian corporate sector.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths in brand management, digital marketing, sales leadership, market research, and advertising. Entry-level salaries in India typically range from INR 4-7 LPA, with experienced professionals potentially earning INR 10-25+ LPA, depending on the sector and company. The curriculum also aligns with industry certifications in digital marketing and analytics, boosting professional growth trajectories within top Indian and multinational corporations.
Student Success Practices
Foundation Stage
Master Core Management Concepts- (Semester 1-2)
Dedicate time to thoroughly understand fundamental management principles in marketing, finance, and HR. Utilize case studies and group discussions to apply theoretical knowledge, laying a strong base for advanced specialization. Participate in quizzes and assignments diligently to reinforce learning.
Tools & Resources
Harvard Business Review cases, NPTEL lectures on management fundamentals, Peer study groups
Career Connection
A strong foundation ensures a holistic understanding of business, crucial for strategic roles and effective cross-functional collaboration in future marketing careers.
Develop Strong Communication & Presentation Skills- (Semester 1-2)
Actively participate in debates, presentations, and mock interviews to hone verbal and non-verbal communication. Seek feedback from faculty and peers to refine articulation and public speaking abilities, which are vital for marketing and client interactions.
Tools & Resources
Toastmasters International (local chapters), Online courses on public speaking (Coursera, Udemy), College communication labs
Career Connection
Effective communication is paramount in marketing for pitching ideas, client negotiations, and leadership roles, directly impacting career progression.
Build Foundational Data Analysis Skills- (Semester 1-2)
Focus on developing proficiency in data analysis tools like MS Excel and understanding basic statistical concepts. This is critical for interpreting market research, consumer data, and campaign performance metrics, which are central to modern marketing.
Tools & Resources
Advanced Excel tutorials, SPSs/R Basics (introductory courses), Case studies involving data interpretation
Career Connection
Data-driven decision making is a cornerstone of contemporary marketing; strong analytical skills enhance employability and effectiveness in roles like market research and digital marketing.
Intermediate Stage
Engage in Marketing-Specific Certifications & Workshops- (Semester 3-4)
Beyond classroom learning, pursue industry-recognized certifications in areas like Google Ads, Google Analytics, HubSpot Inbound Marketing, or social media marketing. Attend workshops and seminars to gain practical exposure to current industry tools and trends.
Tools & Resources
Google Skillshop, HubSpot Academy, Semrush Academy, Local industry events
Career Connection
Certifications validate specialized skills, making students more competitive for internships and entry-level marketing positions in India''''s dynamic digital landscape.
Undertake Impactful Summer Internship Projects (SIP)- (After Semester 2 (during summer break), report submission in Semester 3)
Choose a summer internship that provides hands-on experience in your areas of marketing interest (e.g., digital marketing, brand management, sales). Focus on delivering tangible outcomes for the company, documenting your learnings, and building professional networks.
Tools & Resources
LinkedIn for networking, Internshala for internship search, Company mentorship programs
Career Connection
A successful SIP is often a direct pathway to pre-placement offers or provides valuable experience that significantly boosts final placement prospects with Indian companies.
Participate in Marketing Competitions & Live Projects- (Semester 3-4)
Actively participate in inter-college marketing case competitions, brand challenges, and live projects offered by companies. This provides practical experience, problem-solving exposure, and opportunities to showcase skills to potential employers.
Tools & Resources
Dare2Compete platform, Industry associations (e.g., FICCI, CII events), College marketing club activities
Career Connection
Winning or even participating in competitions builds a strong resume, demonstrates initiative, and develops crucial strategic thinking and teamwork skills valued by recruiters in India.
Advanced Stage
Specialize and Build a Personal Brand- (Semester 4)
Deepen expertise in a chosen marketing niche (e.g., Digital, Brand, Analytics, Sales). Create a professional online presence (LinkedIn profile, personal portfolio/blog) showcasing projects, certifications, and skills, positioning yourself as an expert.
Tools & Resources
LinkedIn for personal branding, Canva for portfolio design, Personal website/blog platforms
Career Connection
A strong personal brand and specialized expertise are crucial for standing out in the competitive Indian job market and attracting targeted career opportunities.
Intensive Placement Preparation and Mock Interviews- (Semester 4)
Engage in rigorous placement preparation, including aptitude test practice, group discussion mock sessions, and multiple rounds of mock interviews with faculty, alumni, and industry experts. Tailor your resume and cover letters to specific job descriptions.
Tools & Resources
Placement cell workshops, Online aptitude platforms, Alumni mentorship programs
Career Connection
Thorough preparation directly enhances performance in actual placement drives, leading to securing desirable roles in top Indian and multinational companies.
Network Strategically with Industry Professionals- (Throughout the program, intensifying in Semester 4)
Actively build and maintain a network of industry professionals through alumni events, LinkedIn, industry conferences, and guest lectures. Seek informational interviews to gain insights into various marketing roles and potential career paths.
Tools & Resources
LinkedIn Professional Network, Industry conferences and webinars, College alumni association events
Career Connection
Networking opens doors to hidden job opportunities, mentorship, and career advice, proving invaluable for long-term career growth and leadership opportunities in the Indian business landscape.
Program Structure and Curriculum
Eligibility:
- Bachelor’s degree in any discipline with a minimum of 50% marks (45% for SC/ST candidates) from a recognized university or equivalent qualification.
Duration: 2 years (4 semesters)
Credits: 122 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-101 | Organizational Behaviour | Core | 4 | Introduction to Organizational Behaviour, Individual Behaviour and Personality, Motivation, Values, and Attitudes, Group Dynamics and Teamwork, Leadership Theories and Styles, Organizational Culture and Change Management |
| MBA-102 | Business Environment | Core | 4 | Economic Environment and Policies, Political and Legal Environment, Social and Cultural Environment, Technological Environment, Global Business Environment, Role of Government in Business |
| MBA-103 | Managerial Economics | Core | 4 | Fundamentals of Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Decisions, Profit Management, Capital Budgeting and Investment Decisions |
| MBA-104 | Quantitative Methods for Management | Core | 4 | Introduction to Quantitative Techniques, Probability and Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Time Series Analysis and Forecasting, Decision Theory and Game Theory |
| MBA-105 | Marketing Management | Core | 4 | Introduction to Marketing and Concepts, Marketing Environment and Research, Consumer Behaviour and Segmentation, Product, Price, Place, and Promotion Decisions, New Product Development and Product Life Cycle, Marketing Channels and Supply Chain |
| MBA-106 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital and Capital Structure, Working Capital Management, Dividend Policy and Financial Planning |
| MBA-107 | Business Communication | Core | 4 | Principles of Effective Communication, Types of Business Communication, Written Communication Skills (Reports, Memos), Oral Communication Skills (Presentations, Meetings), Non-Verbal Communication, Cross-Cultural and Digital Communication |
| MBA-108 | Computer Applications in Management | Lab | 2 | MS Office for Business (Word, Excel, PowerPoint), Data Analysis with Spreadsheets, Introduction to Databases, Business Analytics Tools Overview, Cloud Computing Basics, E-commerce and Digital Tools |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-201 | Human Resource Management | Core | 4 | Introduction to HRM, Human Resource Planning and Recruitment, Selection and Placement, Training and Development, Performance Appraisal and Compensation Management, Employee Relations and Industrial Disputes |
| MBA-202 | Operations Management | Core | 4 | Introduction to Operations Management, Process Design and Layout, Capacity Planning and Location Strategy, Inventory Management, Quality Management and Control, Supply Chain Management |
| MBA-203 | Business Research Methods | Core | 4 | Introduction to Research Methodology, Research Design and Hypothesis Formulation, Data Collection Methods (Primary & Secondary), Sampling Techniques, Data Analysis and Interpretation, Report Writing and Ethics in Research |
| MBA-204 | Cost & Management Accounting | Core | 4 | Introduction to Cost Accounting, Cost Concepts and Classification, Budgetary Control, Standard Costing and Variance Analysis, Marginal Costing and Break-Even Analysis, Decision Making with Cost Data |
| MBA-205 | Business Ethics & Corporate Governance | Core | 4 | Introduction to Business Ethics, Ethical Theories and Decision Making, Corporate Social Responsibility, Principles of Corporate Governance, Role of Board of Directors, Whistle-blowing and Ethical Leadership |
| MBA-206 | Macro Economics | Core | 4 | National Income and Economic Growth, Inflation and Unemployment, Monetary and Fiscal Policy, Balance of Payments and Exchange Rates, Business Cycles, International Trade and Finance |
| MBA-207 | Operations Research | Core | 4 | Introduction to Operations Research, Linear Programming and Graphical Method, Simplex Method, Transportation and Assignment Problems, Network Analysis (PERT/CPM), Queuing Theory and Simulation |
| MBA-208 | Management Information System | Core | 4 | Foundations of MIS, Information Systems for Business Operations, Decision Support Systems, Enterprise Resource Planning (ERP), E-business and E-commerce Systems, IT Security and Ethical Issues |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-301 | Strategic Management | Core | 4 | Introduction to Strategic Management, Environmental Scanning and Industry Analysis, Formulation of Business Strategy, Corporate Level Strategies, Strategy Implementation and Control, Strategic Leadership and Social Responsibility |
| MBA-302 | Entrepreneurship & Project Management | Core | 4 | Introduction to Entrepreneurship, Business Idea Generation and Opportunity Analysis, Business Plan Development, Project Identification and Formulation, Project Appraisal and Risk Analysis, Project Implementation and Control |
| MBA-M-301 | Consumer Behaviour | Elective - Marketing | 4 | Introduction to Consumer Behaviour, Consumer Decision-Making Process, Psychological Determinants of Behaviour, Cultural and Social Determinants, Consumer Research and Models, Ethical Issues in Consumer Behaviour |
| MBA-M-302 | Sales & Distribution Management | Elective - Marketing | 4 | Introduction to Sales Management, Sales Force Recruitment and Training, Sales Forecasting and Quotas, Channel of Distribution Design, Channel Conflict and Logistics Management, Retail and Wholesale Management |
| MBA-M-303 | Advertising & Brand Management | Elective - Marketing | 4 | Role of Advertising in Marketing, Advertising Objectives and Budgeting, Media Planning and Strategy, Introduction to Brand Management, Brand Equity and Brand Positioning, Brand Revitalization and Extensions |
| MBA-M-304 | Marketing Research | Elective - Marketing | 4 | Nature and Scope of Marketing Research, Marketing Research Process, Data Collection Methods (Qualitative & Quantitative), Sampling Design and Data Analysis, Report Preparation and Presentation, Ethical Issues in Marketing Research |
| MBA-305 | Summer Internship Project (SIP) | Project | 6 | Problem Identification and Objective Setting, Literature Review and Methodology, Data Collection and Analysis, Findings and Recommendations, Report Writing and Presentation, Industry Exposure and Practical Application |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-401 | International Business Management | Core | 4 | Introduction to International Business, Theories of International Trade, Global Economic Environment, International Financial Management, International Marketing Strategies, Cross-Cultural Management |
| MBA-402 | Corporate Legal Environment | Core | 4 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Consumer Protection Act, 2019, Companies Act, 2013 (relevant aspects), Intellectual Property Rights, Competition Act, 2002 |
| MBA-M-401 | Services Marketing | Elective - Marketing | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality and Customer Satisfaction, Pricing and Promotion of Services, Service Delivery and Customer Contact, Service Recovery and Relationship Management |
| MBA-M-402 | Rural & Social Marketing | Elective - Marketing | 4 | Understanding Rural Markets in India, Rural Consumer Behaviour, Challenges and Opportunities in Rural Marketing, Introduction to Social Marketing, Social Marketing Campaigns for Behaviour Change, Ethical Issues in Social Marketing |
| MBA-M-403 | Digital and Social Media Marketing | Elective - Marketing | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO) & SEM, Social Media Marketing Strategies, Content Marketing and Email Marketing, Analytics and Performance Measurement, Mobile Marketing and Emerging Digital Trends |
| MBA-M-404 | Retail Management | Elective - Marketing | 4 | Introduction to Retail Management, Retail Formats and Theories, Merchandise Management, Store Design and Layout, Retail Pricing and Promotion, Retail Customer Service and CRM |
| MBA-405 | Project Work / Dissertation | Project | 6 | Problem Identification and Research Design, Data Collection and Advanced Analytical Techniques, Interpretation of Findings and Conclusions, Strategic Recommendations, Comprehensive Report Writing, Viva-Voce and Presentation Skills |
