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MBA in Marketing at Boston Institute of Management Studies
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Boston Institute of Management Studies Bengaluru?
This Marketing specialization program at Boston Institute of Management Studies (affiliated with Bengaluru City University) focuses on developing expertise in understanding market dynamics, consumer behavior, and innovative strategies. It equips students with skills to navigate the evolving Indian and global marketing landscape, addressing digital trends and traditional market challenges, particularly in India''''s diverse consumer base. The program aims to create agile marketing professionals ready for diverse industry roles.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the dynamic marketing field, working professionals looking to upskill in areas like digital marketing or brand management, and career changers transitioning into marketing roles within India. Candidates typically possess a bachelor''''s degree with a keen interest in consumer psychology, market analysis, and creative problem-solving, aiming for leadership positions in marketing across various sectors.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths such as Brand Manager, Digital Marketing Specialist, Sales Manager, Market Research Analyst, Product Manager, and Retail Manager. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals earning significantly more based on their expertise and company. The program aligns with industry demands for data-driven marketers and strong communicators, fostering growth trajectories in top Indian and multinational companies operating in the region.
Student Success Practices
Foundation Stage
Build Strong Management & Economic Fundamentals- (undefined)
Focus intensely on core subjects like Management & Organizational Behavior, Managerial Economics, and Accounting for Managers. Form study groups, actively participate in discussions, and connect theoretical concepts to real-world Indian business scenarios. Utilize online platforms like NPTEL and Swayam for supplementary learning to deepen understanding.
Tools & Resources
NPTEL, Swayam, Harvard Business Review articles (free sections), Financial Express
Career Connection
A solid foundation in core management principles is critical for strategic decision-making in any marketing role and significantly enhances performance during initial screening interviews for management trainees in Indian companies.
Enhance Managerial Communication Skills- (undefined)
Actively engage in all aspects of the ''''Managerial Communication'''' skill development module. Practice public speaking, participate in debate clubs, and seek feedback on written assignments. Read Indian business newspapers and magazines (e.g., The Economic Times, Business Standard) to improve vocabulary, contextual understanding, and presentation skills.
Tools & Resources
Toastmasters International (local chapters), Grammarly, The Economic Times
Career Connection
Effective communication is paramount in marketing for presentations, client interactions, and team collaboration, directly impacting networking opportunities and success in job interviews, particularly for client-facing roles.
Develop Foundational Analytics and Research Acumen- (undefined)
Pay close attention to ''''Quantitative Techniques'''' and ''''Research Methodology''''. Master basic statistical tools (e.g., Excel for data analysis) and understand research design. Start reading market research reports from Indian firms (e.g., Nielsen India, IMRB Kantar) to grasp practical application and industry trends.
Tools & Resources
Microsoft Excel, Google Sheets, Basic R/Python tutorials, Market research reports
Career Connection
Early exposure to data and research prepares students for data-driven marketing roles and analytical challenges, which are highly valued by Indian companies seeking informed decision-makers.
Intermediate Stage
Deep Dive into Marketing Electives & Consumer Insights- (undefined)
Focus on chosen marketing electives like ''''Consumer Behavior'''' and ''''Sales & Distribution Management''''. Conduct mini-projects or case studies related to Indian consumer behavior patterns and distribution challenges in specific regions. Network with marketing professionals through LinkedIn or college-organized industry interaction events.
Tools & Resources
LinkedIn, Market research reports on Indian consumers, Live case studies from Indian businesses
Career Connection
Specialized knowledge in consumer behavior and sales directly prepares for roles like Brand Analyst, Sales Executive, or Marketing Coordinator, leveraging India-specific market understanding and making candidates more competitive for industry internships.
Participate in Industry-Relevant Workshops and Competitions- (undefined)
Actively seek and participate in marketing workshops, case study competitions, and hackathons organized by BIMS Bengaluru or external industry bodies. These provide practical exposure, networking opportunities, and a chance to apply theoretical knowledge to real Indian business problems, enhancing problem-solving skills.
Tools & Resources
Industry association events (e.g., FICCI, CII webinars), Inter-college marketing competitions, Product launch simulations
Career Connection
Winning or participating in such events demonstrates initiative, problem-solving skills, and industry awareness, making candidates more attractive to recruiters for internships and eventual placements in a competitive job market.
Cultivate Leadership and Teamwork through Projects- (undefined)
Utilize ''''Leadership & Teamwork'''' skill development and various group assignments to hone leadership qualities. Volunteer for leadership roles in student clubs or committees. Practice conflict resolution and effective team collaboration skills, crucial for cross-functional marketing teams in diverse Indian corporate environments.
Tools & Resources
Project management tools (e.g., Trello, Asana), Leadership books (e.g., ''''The 7 Habits of Highly Effective People''''), Role-playing exercises
Career Connection
Strong leadership and teamwork skills are essential for managing marketing campaigns, leading teams, and thriving in dynamic corporate environments, crucial for growth into managerial positions within India and abroad.
Advanced Stage
Master Digital Marketing and Analytics Tools- (undefined)
For ''''Digital Marketing'''' and ''''Marketing Analytics'''', gain hands-on experience with tools like Google Analytics, Google Ads, and social media advertising platforms. Pursue relevant certifications and create a portfolio of digital marketing campaigns, even mock ones, focusing on Indian market trends and consumer insights.
Tools & Resources
Google Analytics Academy, Google Ads certification, Meta Blueprint, HubSpot Academy
Career Connection
Proficiency in digital marketing and analytics is highly sought after by Indian companies, opening doors to roles like Digital Marketing Manager, SEO Specialist, or Marketing Analyst with competitive salaries and rapid career progression.
Leverage Internship and Project Work for Career Launch- (undefined)
Treat the ''''Internship'''' and ''''Project Work'''' as a strategic career launchpad. Choose projects aligned with career aspirations (e.g., Brand Management, Digital Marketing for a startup). Network extensively during internships, seek mentorship, and demonstrate value. Prepare a compelling report and presentation for your Viva-Voce defense.
Tools & Resources
Internship portals (e.g., Internshala, LinkedIn), Company-specific research, Mentors from the industry
Career Connection
A well-executed internship often converts into a pre-placement offer or provides strong professional references, significantly boosting placement prospects in India''''s competitive job market and validating practical skills.
Focus on Interview Preparation & Professional Branding- (undefined)
Refine your resume and LinkedIn profile, highlighting specialization, project work, and acquired skills. Practice mock interviews with faculty and industry mentors, focusing on behavioral questions and case studies relevant to marketing roles in India. Understand industry-specific challenges and solutions thoroughly.
Tools & Resources
Resume builders, LinkedIn profile optimization guides, Mock interview platforms, Group Discussion and Personal Interview coaching
Career Connection
Thorough preparation for interviews and a strong professional brand are vital for securing top placements in Indian companies and MNCs operating in India, directly influencing salary packages and long-term career trajectory.
Program Structure and Curriculum
Eligibility:
- Any graduate with 50% marks (45% for SC/ST/CAT-I) in aggregate in all subjects of the degree examination (OR) Passed any other examination recognized as equivalent by Bengaluru City University. This is as per BIMS Bengaluru website.
Duration: 2 years / 4 semesters
Credits: 108 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA101 | Management & Organizational Behavior | Core | 4 | Management Evolution and Functions, Organizational Behavior Foundations, Personality, Perception and Learning, Motivation, Leadership and Group Dynamics, Communication and Conflict Management, Organizational Culture and Change Management |
| 20MBA102 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Profit Management and Capital Budgeting, Macroeconomic Variables and Business Cycles |
| 20MBA103 | Accounting for Managers | Core | 4 | Fundamentals of Financial Accounting, Preparation of Financial Statements, Cost Concepts and Classification, Cost-Volume-Profit Analysis, Budgeting and Variance Analysis, Financial Statement Analysis and Reporting |
| 20MBA104 | Quantitative Techniques | Core | 4 | Introduction to Business Statistics, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation, Regression and Time Series Analysis, Operations Research Techniques (Linear Programming, Assignment) |
| 20MBA105 | Business & Legal Environment | Core | 4 | Indian Business Environment Analysis, Economic and Political Environment, Social and Cultural Environment, Legal Framework of Business, Contract Act and Sale of Goods Act, Consumer Protection Act and Intellectual Property |
| 20MBA106 | Marketing Management | Core | 4 | Marketing Concepts and Philosophies, Marketing Environment Analysis, Consumer and Organizational Buyer Behavior, Market Segmentation, Targeting and Positioning, Product, Pricing, Place and Promotion Strategies, Marketing Research and Ethics |
| 20MBA107 | Skill Development - I (Managerial Communication) | Skill Development | 2 | Process and Types of Communication, Verbal and Non-Verbal Communication, Effective Presentation Skills, Group Discussion Techniques, Interview Skills and Etiquette, Business Correspondence and Report Writing |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA201 | Human Resource Management | Core | 4 | HRM Concepts and Functions, Human Resource Planning and Job Analysis, Recruitment, Selection and Induction, Training and Development, Performance Management and Appraisal, Compensation Management and Employee Relations |
| 20MBA202 | Financial Management | Core | 4 | Goals of Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital and Capital Structure, Working Capital Management, Dividend Policy and Practices |
| 20MBA203 | Research Methodology | Core | 4 | Introduction to Business Research, Research Design and Hypothesis Formulation, Sampling Techniques and Sample Size, Data Collection Methods (Primary and Secondary), Data Analysis and Interpretation (Statistical Tools), Report Writing and Presentation of Findings |
| 20MBA204 | Operations Management | Core | 4 | Introduction to Operations Management, Facility Location and Layout Planning, Production Planning and Control, Inventory Management Techniques, Total Quality Management and Six Sigma, Supply Chain Management and Logistics |
| 20MBA205 | Entrepreneurship & Ethics | Core | 4 | Concept of Entrepreneurship and Innovation, Entrepreneurial Process and Ecosystem in India, Business Plan Preparation, Sources of Finance for Entrepreneurs, Business Ethics and Values, Corporate Social Responsibility and Governance |
| 20MBA206 | Digital Transformation & Analytics | Core | 4 | Introduction to Digital Transformation, Emerging Digital Technologies (AI, IoT, Blockchain), Digital Business Models and Strategies, Data Analytics Fundamentals and Tools, Cyber Security and Data Privacy, Digital Marketing and E-commerce |
| 20MBA207 | Skill Development - II (Employability Skills) | Skill Development | 2 | Self-Awareness and Emotional Intelligence, Goal Setting and Time Management, Critical Thinking and Problem Solving, Teamwork and Collaboration, Adaptability and Professional Etiquette, Career Planning and Development |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA301 | Strategic Management | Core | 4 | Concept and Nature of Strategy, Strategic Intent and Environmental Analysis, Strategy Formulation and Choice, Strategy Implementation, Strategic Evaluation and Control, Corporate Social Responsibility and Ethics in Strategy |
| 20MBA302 | International Business | Core | 4 | Globalization and International Business Environment, Theories of International Trade and Investment, Foreign Direct Investment and Multinational Corporations, International Financial System, Global Marketing and HRM Strategies, Regional Economic Integration and Trade Blocks |
| 20MBA303 | Small Business & Startup Management | Core | 4 | Role of MSMEs and Small Businesses in India, Startup Ecosystem and Support Mechanisms, Business Plan Development for Startups, Funding Sources for New Ventures, Marketing and Operations for Small Businesses, Legal and Regulatory Framework for Startups |
| 20MBA304 | Business Legislation | Core | 4 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Companies Act, 2013 (Overview), Consumer Protection Act, 2019, Competition Act, 2002 and Cyber Laws |
| 20MBA3MK5 | Consumer Behavior | Elective - Marketing | 4 | Introduction to Consumer Behavior and Research, Individual Influences (Motivation, Perception, Learning), Attitudes, Personality and Self-Concept, Family, Social Class and Cultural Influences, Consumer Decision Making Process, Organizational Buying Behavior and Ethics |
| 20MBA3MK6 | Sales & Distribution Management | Elective - Marketing | 4 | Nature and Role of Selling, Sales Force Management (Recruitment, Training, Motivation), Sales Forecasting and Quotas, Marketing Channels and Intermediaries, Logistics and Supply Chain Decisions, Retailing, Wholesaling and E-commerce Distribution |
| 20MBA309 | Skill Development - III (Leadership & Teamwork) | Skill Development | 2 | Leadership Theories and Styles, Team Building and Group Dynamics, Conflict Management and Resolution, Motivation and Empowerment, Coaching and Mentoring, Negotiation Skills |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA401 | Innovations & Technology Management | Core | 4 | Concept of Innovation and Creativity, Sources of Innovation and Diffusion, Technology Life Cycles and Forecasting, Intellectual Property Rights Management, R&D Management and Commercialization, Managing Technological Change and Disruptions |
| 20MBA402 | Cross Functional Elective | Core | 4 | Interdisciplinary Business Problem Solving, Integration of Business Functions (Marketing, Finance, HR, Operations), Strategic Decision Making in Complex Environments, Synergistic Approach to Organizational Goals, Understanding Functional Interdependencies, Holistic Business Perspective and Value Creation |
| 20MBA4MK3 | Brand Management | Elective - Marketing | 4 | Concept of Brand and Branding Strategies, Brand Equity and Brand Valuation, Brand Positioning and Identity, Brand Communication and Endorsers, Brand Architecture and Extensions, Managing Brands over Time and Brand Revitalization |
| 20MBA4MK4 | Digital Marketing | Elective - Marketing | 4 | Introduction to Digital Marketing Landscape, Search Engine Optimization (SEO) & Marketing (SEM), Social Media Marketing Strategies, Content Marketing and Email Marketing, Web Analytics and Performance Measurement, Mobile Marketing and Affiliate Marketing |
| 20MBA4PW7 | Project Work | Project | 4 | Problem Identification and Formulation, Extensive Literature Review, Research Design and Methodology Selection, Data Collection, Analysis and Interpretation, Report Writing and Presentation, Managerial Implications and Ethical Considerations |
| 20MBA4IN8 | Internship | Internship | 4 | Practical Application of Management Concepts, Industry Exposure and Real-world Problem Solving, Skill Development and Mentorship, Professional Networking and Communication, Internship Report Preparation, Presentation of Learning and Outcomes |
| 20MBA4VV9 | Viva-Voce | Viva-Voce | 4 | Comprehensive Knowledge Assessment across MBA Curriculum, Presentation and Defense of Project Work, Clarity of Thought and Articulation Skills, Ability to Address Cross-disciplinary Questions, Demonstration of Conceptual Understanding, Overall Readiness for Managerial Responsibilities |
| 20MBA410 | Skill Development - IV (Professional Ethics & Social Responsibility) | Skill Development | 2 | Ethical Theories and Principles, Ethical Dilemmas in Business, Corporate Social Responsibility (CSR), Sustainability and Environmental Ethics, Whistle-blowing and Ethical Decision Making, Building an Ethical Organizational Culture |
