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MBA in Marketing at Birla Institute of Technology, Mesra - Off Campus Centre, Kolkata
Kolkata, West Bengal
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About the Specialization
What is Marketing at Birla Institute of Technology, Mesra - Off Campus Centre, Kolkata Kolkata?
This Marketing specialization program at Birla Institute of Technology Mesra, Kolkata, focuses on equipping students with advanced marketing knowledge and skills essential for thriving in the dynamic Indian business landscape. The curriculum emphasizes both traditional and digital marketing strategies, consumer insights, brand management, and sales and distribution, reflecting the diverse and competitive nature of the market. It aims to develop future marketing leaders capable of driving growth and innovation.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, sales, digital marketing, or market research roles in India. It also caters to working professionals aiming to upskill and transition into strategic marketing positions within their organizations or pivot into the fast-growing e-commerce and retail sectors. Candidates with strong analytical skills and a creative mindset, regardless of their undergraduate discipline, will find this program rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding India-specific career paths such as Brand Manager, Digital Marketing Specialist, Sales Manager, Market Research Analyst, or Product Manager. Entry-level salaries typically range from INR 5-8 LPA, with experienced professionals earning upwards of INR 15-25 LPA in leading Indian and multinational companies. The program also prepares students for advanced certifications in digital marketing and analytics, enhancing their growth trajectories.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus intently on core subjects like Managerial Economics, Accounting, and Business Statistics. These form the bedrock for all advanced management concepts. Understand how financial data impacts marketing decisions and how economic principles influence consumer behavior.
Tools & Resources
Textbooks, case studies, online tutorials for statistical software like MS Excel or R basics
Career Connection
A solid grasp of business fundamentals provides a holistic view, crucial for marketing professionals to understand business profitability and resource allocation, making them more effective and strategically sound.
Cultivate Effective Communication & Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and debates. Practice writing concise and impactful business reports. Seek feedback on your communication style to refine clarity, persuasion, and public speaking abilities, which are vital for marketing roles.
Tools & Resources
Toastmasters clubs (if available), presentation software (PowerPoint, Google Slides), peer review sessions
Career Connection
Exceptional communication is paramount in marketing for pitching ideas, client interaction, and team collaboration, directly influencing career progression and leadership opportunities.
Engage with Foundational Marketing Concepts Early- (Semester 1-2)
While general management is core, proactively explore ''''Marketing Management'''' in Semester 2. Read marketing journals, blogs, and industry news to develop a conceptual understanding of the 4Ps, consumer behavior, and market segmentation even before specialization electives begin.
Tools & Resources
Marketing blogs (HubSpot, Neil Patel), Kotler''''s Marketing Management, Harvard Business Review articles
Career Connection
Early exposure builds a strong base, making specialization electives easier to grasp and allowing you to develop a deeper, more nuanced understanding of marketing principles ahead of your peers.
Intermediate Stage
Deep Dive into Marketing Electives & Case Studies- (Semester 3)
Carefully choose your Semester 3 Marketing electives based on genuine interest and career aspirations. Go beyond lectures by actively researching real-world Indian marketing campaigns and case studies. Analyze their strategies, successes, and failures.
Tools & Resources
Case study analysis platforms, industry reports, marketing campaign databases, professional marketing associations
Career Connection
Applying theoretical knowledge to practical Indian contexts through case studies enhances problem-solving and critical thinking, preparing you for strategic marketing roles in the country.
Undertake a Meaningful Summer Internship- (Semester 3 (Summer Break))
Seek out an internship in a reputed company (MNC or Indian conglomerate) focusing on a marketing-specific project. Actively contribute, network with professionals, and gain hands-on experience in areas like market research, digital marketing, or sales operations.
Tools & Resources
Career services, LinkedIn, internship portals like Internshala, company career pages
Career Connection
A strong internship provides invaluable industry exposure, builds your resume, and often leads to pre-placement offers or preferential treatment during campus placements in India.
Network with Industry Professionals- (Semester 3)
Attend industry events, marketing conferences, and guest lectures. Connect with alumni and marketing leaders on platforms like LinkedIn. Participate in virtual mentorship programs or informational interviews to gain insights into various marketing roles and companies in India.
Tools & Resources
LinkedIn, industry conferences (e.g., FICCI, CII events), alumni network portals
Career Connection
Networking opens doors to job opportunities, mentorship, and keeps you updated on industry trends, which is critical for a competitive job market in India.
Advanced Stage
Focus on Placement-Oriented Skill Development- (Semester 4)
Refine your resume and cover letter, practice for aptitude tests, group discussions, and personal interviews. Work on mock interviews specific to marketing roles. Develop a strong portfolio of your projects, including your Summer Internship and Comprehensive Project outcomes.
Tools & Resources
Campus placement cell, online aptitude platforms (e.g., IndiaBix), interview preparation guides
Career Connection
Targeted preparation is key to converting interviews into job offers, ensuring you are placement-ready for top marketing roles in India''''s leading firms.
Master Digital Marketing Tools & Analytics- (Semester 4)
Complement your Digital Marketing elective with hands-on practice using popular tools. Get certified in Google Ads, Google Analytics, or Meta Blueprint. Understand data-driven decision-making, which is increasingly vital for modern marketing roles.
Tools & Resources
Google Skillshop, HubSpot Academy, Coursera/edX courses, practical projects using real campaign data (if possible)
Career Connection
Proficiency in digital tools and analytics is highly sought after by Indian companies, giving you a competitive edge in roles like Digital Marketing Manager, SEO Specialist, or Data-driven Marketing Analyst.
Undertake a Comprehensive Marketing Research Project- (Semester 4)
For your Comprehensive Project, select a marketing-related challenge or opportunity prevalent in the Indian market. Conduct thorough primary and secondary research, apply advanced analytical techniques, and propose actionable marketing strategies.
Tools & Resources
SPSS/R/Python for statistical analysis, market research databases, academic journals
Career Connection
This capstone project demonstrates your ability to apply holistic marketing knowledge to solve complex business problems, a quality highly valued by recruiters for strategic and consulting roles.
Program Structure and Curriculum
Eligibility:
- Candidates must hold a Bachelor’s Degree or equivalent qualification of any of the Universities incorporated by an act of the central or state legislature in India or other educational institutions established by an act of Parliament or declared to be deemed as a University under section 3 of UGC Act, 1956, or possess an equivalent qualification recognized by the Ministry of HRD, Government of India / AIU. This will entail a minimum of 50% marks in aggregate (45% for SC/ST/PwD) in Bachelor’s degree. Candidates appearing for final examinations of their Bachelor’s programme are also eligible to apply. They must have obtained requisite marks or equivalent grades and fulfil the eligibility criteria of minimum 50% (45% for SC/ST/PwD) marks in aggregate in the qualifying examination, to be considered for admission.
Duration: 2 years (4 semesters)
Credits: 88 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB 101 | Principles of Management | Core | 3 | Evolution of Management Thought, Planning & Decision Making, Organizing & Staffing, Directing & Controlling, Ethics & Social Responsibility |
| MB 102 | Managerial Economics | Core | 3 | Demand Analysis, Production & Cost Analysis, Market Structures, Pricing Strategies, Macro-economic Concepts |
| MB 103 | Accounting for Managers | Core | 3 | Financial Accounting Fundamentals, Cost Accounting, Management Accounting, Financial Statement Analysis, Budgeting |
| MB 104 | Business Statistics | Core | 3 | Data Analysis, Probability Distributions, Sampling & Estimation, Hypothesis Testing, Regression Analysis |
| MB 105 | Business Communication | Core | 3 | Communication Process, Oral & Written Communication, Business Correspondence, Presentation Skills, Interpersonal Communication |
| MB 106 | Computer Applications in Management | Core-Practical | 2 | MS Office Suite, Data Analysis Tools, Business Software Applications, Internet & E-commerce, Database Fundamentals |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB 201 | Organizational Behaviour | Core | 3 | Foundations of OB, Perception & Learning, Motivation Theories, Leadership Styles, Group Dynamics & Conflict Management |
| MB 202 | Marketing Management | Core | 3 | Marketing Environment, Consumer Behaviour, Market Segmentation & Targeting, Product Life Cycle Strategies, Pricing & Promotion Decisions |
| MB 203 | Financial Management | Core | 3 | Financial System, Capital Budgeting Decisions, Working Capital Management, Cost of Capital, Dividend Policy |
| MB 204 | Human Resource Management | Core | 3 | HR Planning & Acquisition, Training & Development, Performance Management, Compensation & Benefits, Industrial Relations |
| MB 205 | Operations Management | Core | 3 | Operations Strategy, Facility Location & Layout, Production Planning & Control, Quality Management, Supply Chain Management |
| MB 206 | Research Methodology | Core-Practical | 2 | Research Design, Data Collection Methods, Sampling Techniques, Data Analysis Software, Report Writing & Presentation |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB 301 | Business Ethics & Corporate Governance | Core | 3 | Ethical Theories in Business, Corporate Social Responsibility, Governance Frameworks, Business Law & Regulations, Ethical Decision Making |
| MB 302 | Business Analytics | Core | 3 | Data Mining Techniques, Predictive Analytics Models, Prescriptive Analytics, Big Data Concepts, Data Visualization |
| MB 303 | International Business | Core | 3 | Globalization & Trade Theories, Foreign Exchange Markets, International Marketing Strategies, Cross-Cultural Management, International Business Environment |
| MB 304 | Strategic Management | Core | 3 | Strategic Planning Process, Environmental Scanning & Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| MB 305 | Summer Internship Project | Project | 3 | Problem Identification, Literature Review, Methodology Design, Data Collection & Analysis, Report Writing & Presentation |
| MM 301 | Consumer Behaviour | Elective-Marketing | 3 | Consumer Decision Making Process, Psychological Determinants, Social & Cultural Influences, Post-Purchase Behaviour, Consumer Research |
| MM 302 | Sales & Distribution Management | Elective-Marketing | 3 | Personal Selling & Sales Process, Sales Force Management, Channel Design & Management, Logistics & Supply Chain, Retail Management Strategies |
| MM 303 | Advertising & Brand Management | Elective-Marketing | 3 | Advertising Strategy & Planning, Media Planning & Selection, Brand Equity & Valuation, Brand Positioning & Re-positioning, Integrated Marketing Communication |
| MM 304 | Services Marketing | Elective-Marketing | 3 | Characteristics of Services, Service Quality Models, Service Design & Delivery, Pricing & Promotion of Services, Relationship Marketing in Services |
| MM 305 | Digital Marketing | Elective-Marketing | 3 | Search Engine Optimization (SEO), Social Media Marketing, Content Marketing Strategy, Email Marketing Campaigns, Digital Marketing Analytics |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB 401 | Entrepreneurship & Project Management | Core | 3 | Entrepreneurial Process & Mindset, Business Plan Development, Funding Sources for Start-ups, Project Planning & Scheduling, Project Monitoring & Control |
| MB 402 | Management Information System | Core | 3 | Information Systems Fundamentals, E-commerce & E-business, Customer Relationship Management (CRM), Supply Chain Management (SCM) Systems, IT Strategy & Implementation |
| MB 403 | Comprehensive Project | Project | 3 | Problem Identification & Scoping, Advanced Research Design, Data Collection & Analysis, Comprehensive Report Writing, Final Project Presentation |
| MM 401 | International Marketing | Elective-Marketing | 3 | Global Marketing Environment, International Market Entry Strategies, Product Adaptation & Standardization, Pricing in Global Markets, International Promotion Strategies |
| MM 402 | Rural & Social Marketing | Elective-Marketing | 3 | Rural Market Characteristics, Rural Consumer Behaviour, Marketing Mix for Rural Areas, Social Marketing Campaigns, Corporate Social Responsibility |
| MM 403 | Marketing Research | Elective-Marketing | 3 | Marketing Research Process, Primary & Secondary Data Sources, Questionnaire Design, Sampling Methods, Data Analysis & Interpretation |
| MM 404 | Retail Management | Elective-Marketing | 3 | Retail Formats & Theories, Store Location & Design, Merchandising & Category Management, Retail Operations, Supply Chain in Retail |
| MM 405 | Customer Relationship Management | Elective-Marketing | 3 | CRM Strategy & Implementation, Customer Lifecycle Management, CRM Technologies & Analytics, Customer Loyalty Programs, Customer Experience Management |
| MM 406 | Industrial Marketing (B2B) | Elective-Marketing | 3 | Industrial Buyer Behaviour, B2B Market Segmentation, Product & Service Strategies B2B, Pricing & Distribution B2B, Relationship Management in B2B |
| MM 407 | Strategic Marketing | Elective-Marketing | 3 | Marketing Planning & Audit, Competitive Advantage & Strategies, Growth Strategies & Diversification, Market Leadership & Challenges, Global Marketing Strategy |
| MM 408 | Brand Communication Strategy | Elective-Marketing | 3 | Brand Identity & Personality, Brand Storytelling, Digital Brand Communication, Public Relations & Publicity, Crisis Communication |
| MM 409 | Event & Sports Marketing | Elective-Marketing | 3 | Event Planning & Management, Sponsorship & Endorsement, Sports Branding & Promotion, Marketing Communication for Events, Digital Strategies for Events |
| MM 410 | Product & Innovation Management | Elective-Marketing | 3 | New Product Development Process, Product Life Cycle Strategies, Innovation Management, Product Portfolio Management, Intellectual Property in Products |
