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MASTER-OF-BUSINESS-ADMINISTRATION in Marketing at Ballari Institute of Technology and Management
Ballari, Karnataka
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About the Specialization
What is Marketing at Ballari Institute of Technology and Management Ballari?
This Marketing specialization program at Ballari Institute of Technology and Management focuses on equipping students with advanced knowledge and practical skills required for dynamic roles in the marketing domain. It delves into consumer insights, digital strategies, brand management, and sales analytics, reflecting the evolving landscape of Indian industry. The program aims to create skilled marketing professionals capable of driving growth and innovation.
Who Should Apply?
This program is ideal for fresh graduates with a passion for marketing seeking entry into roles like Brand Executive, Marketing Analyst, or Digital Marketing Specialist. It also caters to working professionals aiming to upskill in specific marketing areas, and career changers transitioning into the vibrant Indian marketing and advertising industry. A strong interest in consumer behavior and market dynamics is beneficial.
Why Choose This Course?
Graduates of this program can expect promising career paths in brand management, digital marketing, sales, and market research across diverse Indian companies and MNCs. Entry-level salaries typically range from INR 4-7 lakhs per annum, with significant growth potential into managerial and strategic roles. The curriculum aligns with the skills demanded by professional certifications in digital marketing and analytics, enhancing employability.
Student Success Practices
Foundation Stage
Build a Strong Marketing Fundamentals Base- (Semester 1-2)
Thoroughly grasp core marketing concepts from subjects like Marketing Management and Consumer Behavior. Focus on understanding the theoretical frameworks as they form the bedrock for advanced topics. Actively participate in case study discussions to apply theoretical knowledge to real-world scenarios.
Tools & Resources
Philip Kotler''''s Marketing Management, Harvard Business Review cases, Marketing blogs like HubSpot, Seth Godin''''s blog
Career Connection
A strong foundation ensures a clear understanding of marketing principles, essential for any entry-level marketing role and for building robust career growth in the long run.
Develop Data Analytical Skills for Marketing Insights- (Semester 1-2)
Focus on the Business Statistics and Analytics, and Business Analytics Lab courses. Learn to use tools like Excel, R, or Python for data manipulation and visualization. Practice interpreting data to derive actionable marketing insights, crucial for data-driven decision making.
Tools & Resources
MS Excel, R/Python (for basic scripts), Coursera/edX courses on Marketing Analytics fundamentals
Career Connection
Proficiency in marketing analytics is highly valued in roles like Marketing Analyst, Business Intelligence Analyst, and helps in strategic decision-making roles.
Enhance Communication and Presentation Skills- (Semester 1-2)
Utilize the Business Communication and Research Methods course to hone written and oral communication. Actively seek opportunities for presentations, group discussions, and report writing. Effective communication is vital for conveying marketing strategies and influencing stakeholders.
Tools & Resources
Grammarly, Canva for presentations, Toastmasters (if available locally)
Career Connection
Strong communication skills are universally sought after in marketing roles, critical for client interactions, team collaboration, and pitching ideas.
Intermediate Stage
Gain Practical Experience through Internship- (Semester 3)
Actively seek and participate in a relevant marketing internship during Semester 3. Focus on applying classroom knowledge to real business problems, building a professional network, and understanding industry practices. Document your experiences and learning thoroughly.
Tools & Resources
LinkedIn for job search, College placement cell, Internshala
Career Connection
Internships provide invaluable practical exposure, strengthen your resume, and often lead to pre-placement offers or crucial industry contacts.
Specialize in Digital Marketing and Analytics Electives- (Semester 3-4)
Select Marketing Analytics and Digital Marketing electives. Deep dive into SEO, SEM, social media marketing, and web analytics. Work on live projects or certifications in these areas to build a practical portfolio demonstrating your expertise.
Tools & Resources
Google Analytics Academy, Google Ads Certification, HubSpot Academy, Semrush/Ahrefs (free trials)
Career Connection
Digital marketing and analytics skills are in high demand across all industries in India, opening doors to roles like Digital Marketing Manager, SEO Specialist, and Marketing Data Scientist.
Engage in Industry-Specific Competitions and Workshops- (Semester 3-4)
Participate in national-level marketing case competitions, hackathons, or workshops organized by professional bodies or companies. This helps in networking, testing your skills against peers, and gaining exposure to new trends and challenges in the marketing world.
Tools & Resources
AIMA Young Managers Competition, NASSCOM industry events, College Entrepreneurship Cell activities
Career Connection
Participation showcases initiative, problem-solving abilities, and practical application of knowledge, making you a more attractive candidate to employers.
Advanced Stage
Undertake a Comprehensive Marketing Research Project- (Semester 4)
For your final Project Work, choose a topic that allows you to apply marketing research methods, analyze real market data, and propose actionable marketing strategies. This demonstrates your ability to independently tackle complex marketing challenges.
Tools & Resources
SPSS/R/Python for advanced analysis, Market research databases (e.g., IMRB, Nielsen reports if accessible), SurveyMonkey/Google Forms
Career Connection
A well-executed project is a powerful portfolio piece for roles in market research, consulting, or strategic marketing, showcasing analytical and problem-solving capabilities.
Build a Professional Portfolio and Personal Brand- (Semester 4)
Compile all your projects, internship experiences, and certifications into a compelling portfolio. Actively build your personal brand on platforms like LinkedIn, showcasing your skills, achievements, and insights into the marketing industry. Network aggressively with alumni and industry leaders.
Tools & Resources
LinkedIn, Personal website/blog, Behance (for creative marketing roles)
Career Connection
A strong personal brand and professional network are crucial for job search, career advancement, and opening doors to mentorship and leadership opportunities.
Focus on Placement Preparation and Interview Skills- (Semester 4)
Dedicate time to comprehensive placement preparation, including mock interviews, group discussions, and aptitude tests. Tailor your resume and cover letter to specific marketing roles. Practice articulating your marketing knowledge, project experiences, and career aspirations effectively.
Tools & Resources
Placement cell resources, Online aptitude test platforms, Mock interview sessions with faculty/alumni
Career Connection
Effective preparation maximizes your chances of securing desired marketing roles in leading companies during campus placements or off-campus recruitment drives.
Program Structure and Curriculum
Eligibility:
- Passed Bachelor’s Degree of minimum 3 years duration with 50% marks (45% for SC/ST/Cat-1 candidates of Karnataka) in aggregate of all the years of the Degree examination. Candidates must have studied Mathematics/Statistics/Computer Science/Computer Applications/Business Mathematics/Business Statistics as one of the optional subjects or as a compulsory subject in their 10+2/PUC or Degree course.
Duration: 4 semesters (2 years)
Credits: 100 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA11 | Organizational Behavior | Core | 4 | Foundations of Individual Behavior, Attitudes and Job Satisfaction, Motivation Theories, Leadership and Power, Group Dynamics and Conflict Management, Organizational Culture and Change |
| 23MBA12 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Business Cycles and Macroeconomic Policies, National Income and Inflation |
| 23MBA13 | Accounting for Managers | Core | 4 | Financial Accounting Concepts, Preparation of Financial Statements, Cost Accounting Principles, Budgetary Control, Working Capital Management, Funds Flow and Cash Flow Statements |
| 23MBA14 | Business Statistics and Analytics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Introduction to Business Analytics |
| 23MBA15 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment and Research, Consumer Behavior, Market Segmentation, Targeting, Positioning, Product and Pricing Decisions, Promotion and Distribution Strategies |
| 23MBA16 | Business Communication and Research Methods | Core | 4 | Fundamentals of Business Communication, Oral and Written Communication Skills, Presentation Strategies, Research Design and Methods, Data Collection and Analysis, Report Writing and Interpretation |
| 23MBAL1 | Business Spreadsheet and Data Management Lab | Lab | 2 | MS Excel Functions, Data Analysis Tools in Excel, Pivot Tables and Charts, Introduction to Databases, Data Visualization Techniques, Practical Business Problem Solving |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA21 | Financial Management | Core | 4 | Goals of Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital, Capital Structure Theories, Working Capital Management |
| 23MBA22 | Human Resource Management | Core | 4 | Strategic HRM, HR Planning, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits, Industrial Relations and Labor Laws |
| 23MBA23 | Operations and Supply Chain Management | Core | 4 | Operations Strategy and Productivity, Process Design and Layout, Aggregate Planning and Scheduling, Inventory Management, Quality Management and TQM, Supply Chain Design and Management |
| 23MBA24 | Quantitative Techniques and Decision Sciences | Core | 4 | Linear Programming, Transportation and Assignment Problems, Network Models (PERT/CPM), Queuing Theory, Simulation Techniques, Decision Theory and Game Theory |
| 23MBA25 | Legal and Business Environment | Core | 4 | Indian Legal System and Business Laws, Contract Law and Sales of Goods Act, Company Law and SEBI Regulations, Consumer Protection Act, Economic Policies and Liberalization, Social and Political Environment |
| 23MBA26 | Entrepreneurship and Innovation Management | Core | 4 | Concept of Entrepreneurship, Business Plan Development, Sources of Finance for Startups, Innovation Process and Strategies, Startup Ecosystem in India, Intellectual Property Rights |
| 23MBAL2 | Business Analytics Lab | Lab | 2 | Introduction to R/Python for Analytics, Data Preprocessing and Cleaning, Descriptive Statistics and Visualization, Predictive Modeling Techniques, Time Series Analysis, Business Intelligence Tools |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA31 | Strategic Management | Core | 4 | Strategy Formulation and Implementation, External and Internal Environment Analysis, Porter''''s Five Forces, Corporate and Business-Level Strategies, Strategic Control and Evaluation, Mergers, Acquisitions and Restructuring |
| 23MBA32 | Research Project Work (NOC) | Core | 2 | Identifying Research Problems, Literature Review Techniques, Formulating Research Objectives, Developing Research Methodology, Data Collection Plan, Ethical Considerations in Research |
| 23MBAI3 | Internship | Internship | 6 | Industry Exposure and Practical Application, Problem-Solving in a Business Environment, Skill Development and Mentorship, Data Analysis and Report Writing, Professional Networking, Understanding Organizational Culture |
| 23MBAMM331 | Consumer Behavior | Elective | 3 | Consumer Decision Making Process, Psychological Determinants, Socio-Cultural Influences, Post-Purchase Behavior, Consumer Research and Insights, Ethical Issues in Consumer Behavior |
| 23MBAMM332 | Services Marketing | Elective | 3 | Characteristics of Services, Service Quality Models (e.g., SERVQUAL), Service Design and Delivery, Managing Customer Expectations, Marketing of Financial, Healthcare, Hospitality Services, Customer Relationship Management in Services |
| 23MBAMM333 | Integrated Marketing Communication | Elective | 3 | Overview of IMC, Advertising Management, Sales Promotion Strategies, Public Relations and Publicity, Personal Selling and Direct Marketing, Digital Marketing and Social Media |
| 23MBAMM334 | Retail Management | Elective | 3 | Retail Environment and Formats, Merchandising and Category Management, Store Operations and Layout, Retail Pricing Strategies, Retail Technology and E-tailing, Retail Analytics and CRM |
| 23MBAMM335 | Sales and Distribution Management | Elective | 3 | Sales Process and Techniques, Sales Force Management, Designing Sales Territories, Marketing Channel Design and Management, Logistics and Warehousing, Supply Chain Optimization |
| 23MBAMM336 | Rural and Agricultural Marketing | Elective | 3 | Rural Market Environment in India, Rural Consumer Behavior, Product and Pricing for Rural Markets, Rural Distribution Challenges, Agricultural Marketing Channels, Government Policies for Rural Marketing |
| 23MBAMM337 | Digital Marketing | Elective | 3 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| 23MBAMM338 | International Marketing | Elective | 3 | Global Marketing Environment, International Market Entry Strategies, Product and Pricing for Global Markets, International Promotion Strategies, Global Distribution and Logistics, Managing Global Brands |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA41 | Ethics and Corporate Governance | Core | 4 | Foundations of Business Ethics, Ethical Decision-Making Models, Corporate Social Responsibility, Principles of Corporate Governance, Role of Board of Directors, Whistleblowing and Ethical Leadership |
| 23MBAP4 | Project Work | Project | 10 | Problem Identification and Scoping, Detailed Research Design, Data Analysis and Interpretation, Report Writing and Documentation, Presentation and Viva Voce, Managerial Implications and Recommendations |
| 23MBAMM421 | Marketing Analytics | Elective | 3 | Marketing Metrics and KPIs, Customer Lifetime Value (CLV), Segmentation and Targeting Analytics, Pricing Analytics, Campaign Performance Measurement, Predictive Analytics in Marketing |
| 23MBAMM422 | Brand Management | Elective | 3 | Concept of Brand and Brand Equity, Brand Identity and Positioning, Brand Communication Strategies, Brand Architecture and Portfolio, Brand Revitalization and Extensions, Measuring Brand Performance |
| 23MBAMM423 | Product and New Product Development | Elective | 3 | Product Life Cycle Strategies, New Product Development Process, Idea Generation and Screening, Concept Testing and Market Testing, Product Launch and Commercialization, Product Portfolio Management |
| 23MBAMM424 | Customer Relationship Management | Elective | 3 | CRM Strategy and Objectives, Customer Data Management, Customer Segmentation and Targeting, Building Customer Loyalty, CRM Technology and Implementation, Measuring CRM Effectiveness |
| 23MBAMM425 | Business to Business Marketing | Elective | 3 | Nature of B2B Markets, Organizational Buying Behavior, B2B Segmentation and Targeting, Industrial Product Management, B2B Pricing and Channel Management, Key Account Management |
| 23MBAMM426 | Event and Sports Marketing | Elective | 3 | Event Planning and Management, Sponsorship Strategies, Event Promotion and PR, Fundamentals of Sports Marketing, Athlete Endorsements and Branding, Media Rights and Broadcasting |
| 23MBAMM427 | Media Planning and Management | Elective | 3 | Media Landscape and Types, Media Buying and Selling, Media Planning Process, Audience Measurement and Research, Digital Media Planning, Campaign Effectiveness Measurement |
| 23MBAMM428 | Neuro Marketing | Elective | 3 | Brain and Consumer Decision Making, Emotional Responses in Marketing, Sensory Marketing, Neuromarketing Tools and Techniques, Ethical Considerations in Neuromarketing, Application in Product and Advertising |
