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MBA in Marketing at Birla Institute of Technology, Mesra
Ranchi, Jharkhand
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About the Specialization
What is Marketing at Birla Institute of Technology, Mesra Ranchi?
This Marketing specialization program at Birla Institute of Technology, Mesra, focuses on developing comprehensive expertise in the dynamic field of marketing. It equips students with advanced skills in consumer behavior, digital strategies, brand management, and sales. The curriculum is designed to meet the evolving demands of the Indian industry, preparing future leaders for a diverse range of marketing roles across various sectors.
Who Should Apply?
This program is ideal for fresh graduates aspiring to kickstart a career in marketing, working professionals seeking to enhance their marketing acumen and move into strategic roles, and career changers looking to transition into the fast-paced marketing industry. A strong analytical bent and creativity are beneficial prerequisites for thriving in this specialization.
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 Market Research Analyst in Indian and multinational companies. Entry-level salaries typically range from INR 6-10 LPA, with experienced professionals reaching INR 15-25 LPA or more, with significant growth trajectories aligning with the booming Indian consumer market.
Student Success Practices
Foundation Stage
Master Core Management Fundamentals- (Semester 1-2)
Dedicate time to build a strong foundation in core management subjects like Managerial Economics, Business Statistics, and Accounting. Utilize online platforms like NPTEL for supplementary learning and practice problem-solving rigorously. This strengthens analytical skills crucial for all future marketing decision-making.
Tools & Resources
NPTEL courses, Khan Academy, Harvard Business Review articles
Career Connection
A solid understanding of business fundamentals makes you a well-rounded manager, enabling better strategic decisions and enhancing your credibility in job interviews for diverse management roles.
Develop Effective Communication and Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and communication workshops. Join Toastmasters or similar clubs to refine public speaking. Practice crafting clear and concise business reports and emails. Peer feedback is invaluable for continuous improvement in this area.
Tools & Resources
Toastmasters International, Grammarly, Microsoft PowerPoint/Canva
Career Connection
Strong communication is paramount in marketing. It helps you articulate ideas, influence stakeholders, and excel in client-facing roles, leading to better career progression and leadership opportunities.
Build a Professional Network Early- (Semester 1-2)
Attend guest lectures, industry seminars, and alumni networking events organized by the institute. Connect with faculty, senior students, and industry professionals on platforms like LinkedIn. Seek mentorship from experienced individuals to understand industry trends and career paths.
Tools & Resources
LinkedIn, Alumni Association events, Departmental seminars
Career Connection
Networking opens doors to internships, mentorship, and placement opportunities. A strong professional network can be a significant asset in your job search and long-term career growth in the Indian market.
Intermediate Stage
Gain Hands-on Marketing Project Experience- (Semester 3-4)
Actively seek and participate in live marketing projects or case study competitions. Apply concepts learned in Marketing Management, Consumer Behaviour, or Services Marketing. Focus on data-driven decision making and presenting actionable insights.
Tools & Resources
Case study platforms (e.g., InsideIIM), Marketing analytics tools (basic Excel/Tableau), Company websites for project briefs
Career Connection
Practical experience on your resume differentiates you. It showcases your ability to apply theoretical knowledge to real-world marketing challenges, making you a more attractive candidate for internships and entry-level positions.
Specialize and Upskill in Digital Marketing- (Semester 3-4)
Given the surge in digital marketing in India, complete certifications in key areas like SEO, SEM, Social Media Marketing, and Google Analytics. Explore specialized courses on platforms like Coursera or Google Digital Garage to supplement your electives.
Tools & Resources
Google Analytics Academy, Facebook Blueprint, HubSpot Academy, Coursera/Udemy certifications
Career Connection
Digital marketing skills are highly sought after across all industries in India. This specialization will make you competent for roles like Digital Marketing Specialist, Social Media Manager, or Performance Marketing Executive.
Develop Data Analytics for Marketing- (Semester 3-4)
Take elective courses related to Business Analytics and Marketing Research. Learn to use tools like MS Excel, SQL, or even basic Python/R for data analysis. Practice interpreting marketing data to derive actionable consumer insights.
Tools & Resources
Microsoft Excel, SQL tutorials, R/Python for data analysis (Datacamp, Kaggle)
Career Connection
Data-driven marketing is crucial. Proficiency in analytics enables roles in market research, business intelligence, and marketing strategy, offering a competitive edge in the Indian job market.
Advanced Stage
Execute a High-Impact Summer Internship Project- (After Semester 2 / During Semester 3 break)
Secure an internship in a reputed company (Indian or MNC) that aligns with your marketing interests. Work on a challenging project, take ownership, and deliver measurable results. Network extensively within the organization.
Tools & Resources
Company HR portals, Placement cell assistance, Networking events
Career Connection
A successful internship often converts into a pre-placement offer (PPO) or provides a strong foundation for final placements, demonstrating your industry readiness and practical skills to potential employers.
Prepare Rigorously for Placements- (Semester 4)
Start preparing early for company-specific aptitude tests, group discussions, and personal interviews. Practice mock interviews with faculty and peers. Refine your resume and cover letter to highlight your marketing projects, skills, and internship experiences effectively.
Tools & Resources
Placement cell workshops, Online aptitude platforms, Mock interview panels
Career Connection
Thorough preparation directly translates into better performance during placement drives, increasing your chances of securing a desirable marketing role with a good compensation package at leading Indian firms.
Cultivate Leadership and Strategic Thinking- (Semester 3-4)
Engage in student committees, lead college events, or take initiative in group projects. Focus on subjects like Strategic Management and Management Consulting. Analyze business case studies to develop a strategic mindset for future leadership roles.
Tools & Resources
College clubs and societies, Harvard Business Publishing case studies, Industry magazines
Career Connection
Leadership and strategic thinking are essential for growth into senior marketing management positions. These skills prepare you to lead teams, manage brands, and drive business growth in the competitive Indian market.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree or equivalent qualification with minimum 50% (45% for SC/ST) aggregate marks. Candidates must also have a valid score in CAT, XAT, MAT, CMAT, or ATMA.
Duration: 4 semesters / 2 years
Credits: 96 Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA1001 | Managerial Economics | Core | 3 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures, Pricing Strategies, Investment Analysis |
| MBA1002 | Organisational Behaviour | Core | 3 | Foundations of OB, Individual Behaviour, Group Dynamics, Leadership Theories, Motivation, Organisational Change and Development |
| MBA1003 | Accounting for Management | Core | 3 | Financial Accounting Principles, Cost Accounting Concepts, Management Accounting Tools, Financial Statement Analysis, Budgeting and Variance Analysis, Working Capital Management |
| MBA1004 | Business Statistics | Core | 3 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| MBA1005 | Business Communication | Core | 3 | Principles of Effective Communication, Verbal and Non-verbal Communication, Written Communication Skills, Oral Presentation Techniques, Interpersonal Communication, Report Writing and Documentation |
| MBA1006 | Business Environment & Ethics | Core | 3 | Economic Environment of Business, Political, Legal, and Socio-Cultural Environment, Technological Environment, Business Ethics and Values, Corporate Social Responsibility, Environmental Management |
| MBA1007 | Indian Economic Policy | Core | 3 | Structure of Indian Economy, Economic Planning in India, Industrial Policy and Development, Agricultural Policy and Reforms, Fiscal and Monetary Policy, India''''s Foreign Trade Policy |
| MBA1008 | Entrepreneurship Development | Core | 3 | Concept and Scope of Entrepreneurship, Entrepreneurial Process, Opportunity Identification and Business Idea Generation, Business Plan Preparation, Sources of Finance for Startups, Legal and Regulatory Framework for Entrepreneurs |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA2001 | Financial Management | Core | 3 | Introduction to Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital, Working Capital Management, Dividend Policy |
| MBA2002 | Marketing Management | Core | 3 | Introduction to Marketing Concepts, Consumer Behaviour, Market Segmentation, Targeting, Positioning, Product Life Cycle and Strategy, Pricing Strategies, Promotion and Place Decisions |
| MBA2003 | Human Resource Management | Core | 3 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits Management |
| MBA2004 | Operations Management | Core | 3 | Introduction to Operations Management, Facility Location and Layout, Production Planning and Control, Inventory Management, Quality Management and Control, Supply Chain Management |
| MBA2005 | Business Research Methods | Core | 3 | Introduction to Business Research, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Research Report Writing |
| MBA2006 | Management Information System | Core | 3 | Fundamentals of Information Systems, Database Management Systems, E-commerce and E-business, Decision Support Systems, Enterprise Resource Planning, IT Security and Ethics |
| MBA2007 | Operations Research | Core | 3 | Linear Programming, Transportation and Assignment Problems, Network Analysis (CPM/PERT), Queuing Theory, Game Theory, Simulation |
| MBA2008 | Production & Materials Management | Core | 3 | Production Systems, Forecasting Techniques, Aggregate Planning, Capacity Planning, Inventory Control Systems, Materials Handling and Management |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA3001 | Strategic Management | Core | 3 | Strategic Planning Process, Environmental Analysis, Corporate Level Strategies, Business Level Strategies, Strategy Implementation, Strategic Control and Evaluation |
| MBA3002 | Legal Environment of Business | Core | 3 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Companies Act, Consumer Protection Act, Intellectual Property Rights |
| MBA3003 | International Business | Core | 3 | Theories of International Trade, Modes of Entry into International Business, International Financial System, Global Marketing Strategies, Cultural Environment in International Business, WTO and Regional Trade Blocks |
| MBA3004 | Project Management | Core | 3 | Project Life Cycle, Project Planning and Scheduling, Project Budgeting and Cost Control, Project Risk Management, Project Monitoring and Control, Project Closure and Evaluation |
| MBA3005 | Quantitative Techniques for Management | Core | 3 | Decision Theory, Game Theory, Markov Chains, Replacement Models, Simulation Techniques, Multivariate Regression Analysis |
| MBA3000 | Summer Internship Project | Project | 3 | Industry Problem Identification, Data Collection and Analysis, Solution Development, Report Writing, Presentation Skills, Practical Application of Management Concepts |
| MBA3006 | Consumer Behaviour | Elective (Marketing) | 3 | Introduction to Consumer Behavior, Consumer Decision Making Process, Individual Influences on Buying, Group and Social Influences, Cultural Influences, Consumer Research and Insights |
| MBA3007 | Services Marketing | Elective (Marketing) | 3 | Nature and Characteristics of Services, Service Quality Models, Service Design and Delivery, Pricing and Promotion of Services, Marketing of Financial Services, Managing Customer Expectations |
| MBA3008 | Rural Marketing | Elective (Marketing) | 3 | Understanding the Rural Environment, Rural Consumer Behaviour, Product and Pricing Strategies for Rural Markets, Distribution Channels in Rural Areas, Rural Communication Strategies, Government Initiatives for Rural Development |
| MBA3009 | Sales & Distribution Management | Elective (Marketing) | 3 | Introduction to Sales Management, Sales Forecasting and Quotas, Sales Force Management, Marketing Channels and Logistics, Retail Management, Wholesaling and Franchising |
| MBA3010 | International Marketing | Elective (Marketing) | 3 | Global Marketing Environment, International Market Entry Strategies, Global Product Strategy, International Pricing and Distribution, Global Promotion Strategies, Ethics in International Marketing |
| MBA3011 | Advertising & Sales Promotion | Elective (Marketing) | 3 | Role of Advertising in Marketing, Advertising Media Planning, Creative Strategy and Message Development, Sales Promotion Tools and Techniques, Public Relations and Publicity, Ethics in Advertising |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA4001 | Entrepreneurial Finance | Core | 3 | Sources of Startup Finance, Venture Capital and Angel Investors, Business Valuation Techniques, Financial Planning for Startups, IPOs for Growth Companies, Mergers and Acquisitions for Entrepreneurs |
| MBA4002 | Business Analytics | Core | 3 | Introduction to Business Analytics, Data Mining Techniques, Predictive Analytics, Prescriptive Analytics, Big Data Concepts, Data Visualization and Reporting |
| MBA4003 | Management Consulting & Ethics | Core | 3 | Nature and Scope of Management Consulting, Consulting Process, Types of Consulting Engagements, Ethical Dilemmas in Consulting, Client Management, Building a Consulting Practice |
| MBA4000 | Project | Project | 6 | Problem Definition and Literature Review, Research Methodology, Data Collection and Analysis, Findings and Recommendations, Project Report Writing, Viva-Voce Examination |
| MBA4004 | Marketing Research | Elective (Marketing) | 3 | Marketing Research Process, Primary and Secondary Data Sources, Survey Design and Questionnaires, Scaling Techniques, Data Analysis for Marketing Decisions, Report Writing and Presentation of Findings |
| MBA4005 | Digital Marketing | Elective (Marketing) | 3 | Digital Marketing Ecosystem, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| MBA4006 | Brand Management | Elective (Marketing) | 3 | Understanding Brand Identity and Equity, Brand Positioning and Differentiation, Brand Communication Strategies, Brand Extension and Revitalization, Managing Brand Architecture, Global Branding Challenges |
| MBA4007 | Retail Management | Elective (Marketing) | 3 | Retail Formats and Theories, Retail Store Location and Layout, Merchandise Management, Retail Pricing Strategies, Customer Service in Retail, Retail Analytics and Technology |
| MBA4008 | Customer Relationship Management | Elective (Marketing) | 3 | Introduction to CRM Concepts, Customer Acquisition and Retention Strategies, Customer Lifetime Value, Data Mining for CRM, CRM Technologies and Implementation, Ethical Issues in CRM |
| MBA4009 | Industrial Marketing | Elective (Marketing) | 3 | Understanding Business Markets, Organizational Buying Behavior, Industrial Product Development, Pricing Industrial Products, Channel Management in B2B, Marketing Communications for Industrial Goods |
