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MBA in Marketing at Cambridge Institute of Technology
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Cambridge Institute of Technology Bengaluru?
This Marketing specialization program at Cambridge Institute of Technology, an VTU affiliated program, focuses on developing strategic marketing acumen for dynamic Indian and global markets. It emphasizes understanding consumer behavior, market trends, and effective communication strategies essential for driving business growth. The program integrates contemporary digital marketing tools and traditional marketing principles to prepare students for a competitive industry landscape in India.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, sales, digital marketing, or market research roles. It also suits working professionals looking to upskill in marketing, gain strategic insights, or transition into a specialized marketing career. Candidates with a strong analytical bent, creativity, and a passion for understanding consumer psychology will thrive in this curriculum.
Why Choose This Course?
Graduates of this program can expect to secure roles as Marketing Managers, Brand Managers, Digital Marketing Specialists, Sales Managers, or Market Research Analysts in India''''s booming consumer goods, e-commerce, and services sectors. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning significantly more. The program fosters skills aligned with certifications like Google Analytics and HubSpot Marketing.
Student Success Practices
Foundation Stage
Master Marketing Fundamentals & Business Acumen- (Semester 1-2)
Focus diligently on core subjects like Marketing Management, Business Statistics, and Economics. Form study groups to discuss concepts, solve case studies, and apply theoretical knowledge to real-world Indian business scenarios. Actively participate in classroom discussions and seek faculty mentorship.
Tools & Resources
Harvard Business Review case studies, NPTEL courses on marketing basics, Financial Express for Indian business news
Career Connection
A strong foundation in business principles and marketing concepts is crucial for understanding advanced topics and performing well in initial interviews.
Develop Communication & Presentation Excellence- (Semester 1-2)
Leverage the ''''Skill Development and Professional Practice'''' courses to enhance communication, public speaking, and presentation abilities. Participate in college debates, elocution competitions, and volunteer to present in class. Seek feedback on your communication style and work on improving clarity and impact.
Tools & Resources
Toastmasters International (local chapters), Coursera courses on business communication, college''''s communication lab
Career Connection
Effective communication is paramount for marketing professionals in client interactions, team presentations, and pitching ideas, significantly impacting career progression.
Cultivate Data-Driven Thinking- (Semester 1-2)
Pay close attention to Business Statistics and Research Methodology. Practice analyzing data sets using Excel or basic statistical software to identify trends and draw insights relevant to business problems. This early exposure builds a crucial skill for marketing analytics.
Tools & Resources
Microsoft Excel, online tutorials for basic data analysis, case studies from Indian marketing companies
Career Connection
Marketing decisions are increasingly data-driven. Early proficiency in data analysis provides a competitive edge for roles in market research and digital marketing.
Intermediate Stage
Specialize and Certify in Digital Marketing- (Semester 3)
Dive deep into Digital Marketing and Integrated Marketing Communications electives. Simultaneously pursue relevant industry certifications like Google Ads, Google Analytics, HubSpot Inbound Marketing, or Facebook Blueprint. Apply these learnings through college projects or by managing social media for local businesses.
Tools & Resources
Google Skillshop, HubSpot Academy, SEMrush/Ahrefs (free trials for learning)
Career Connection
Digital marketing skills are highly sought after. Certifications validate your expertise and make you immediately employable in digital agencies and marketing departments.
Engage in Live Industry Projects & Internships- (Semester 3-4 (Internship during summer after Sem 2, Project in Sem 4))
Actively seek out and engage in live marketing projects offered by faculty or through college-industry partnerships. Leverage the Internship and Professional Development course to secure a meaningful internship in a marketing-focused role. Apply theoretical knowledge to practical challenges and build a portfolio of work.
Tools & Resources
College placement cell, LinkedIn, industry contacts, faculty guidance
Career Connection
Practical experience from internships and projects demonstrates your ability to apply knowledge, builds industry connections, and enhances your resume for placements.
Build a Professional Network & Brand- (Semester 3-4)
Attend industry events, marketing conferences, and guest lectures. Connect with alumni and marketing professionals on LinkedIn. Start building your personal brand by contributing to marketing blogs, participating in case study competitions (e.g., those by IIMs or XLRI), and sharing insights on social media.
Tools & Resources
LinkedIn, industry association events (e.g., IAA India chapter events), college alumni network
Career Connection
Networking opens doors to job opportunities, mentorship, and industry insights, significantly boosting your career prospects and visibility.
Advanced Stage
Conduct Impactful Major Research Project (MRP)- (Semester 4)
Choose a marketing-specific topic for your Major Research Project that aligns with current industry challenges or your career aspirations. Conduct thorough research, gather primary/secondary data, apply analytical tools, and develop actionable recommendations. Present your findings professionally.
Tools & Resources
SPSS/R/Python for data analysis, academic databases (JSTOR, EBSCO), mentorship from faculty and industry experts
Career Connection
A well-executed MRP showcases your research, analytical, and problem-solving skills to potential employers, especially for roles requiring strategic thinking and market intelligence.
Master Interview & Group Discussion Techniques- (Semester 4)
Actively participate in mock interviews and group discussions organized by the placement cell. Work on articulating your marketing knowledge, presenting case solutions, and demonstrating leadership and teamwork skills. Tailor your resume and cover letter to specific marketing roles.
Tools & Resources
College placement cell, online interview preparation platforms, peer mock sessions
Career Connection
Excelling in these rounds is critical for converting placement opportunities into job offers, ensuring a smooth transition into your professional marketing career.
Develop Leadership & Cross-Functional Skills- (Semester 4)
Take on leadership roles in student clubs, college events, or team projects. Actively seek opportunities to work with students from other specializations (Finance, HR) to understand cross-functional business dynamics. This helps in understanding how marketing integrates with other departments.
Tools & Resources
College clubs, inter-departmental projects, leadership workshops
Career Connection
Marketing leaders need to collaborate across departments. Developing these skills makes you a more effective and holistic professional, ready for managerial responsibilities.
Program Structure and Curriculum
Eligibility:
- Bachelor’s Degree in any discipline from a recognized University with not less than 50% (45% for SC/ST/Category-1 candidates) marks in aggregate. Must have appeared for PGCET / MAT / CAT / KMAT / XAT / ATMA / CMAT or any other state level entrance examination.
Duration: 2 years / 4 semesters
Credits: 124 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA11 | Indian Economic Environment and Policy | Core | 4 | Indian Economy Overview, Economic Reforms, Sectoral Performance, Monetary Policy, Fiscal Policy |
| 22MBA12 | Organisational Behaviour and Dynamics | Core | 4 | Foundations of OB, Personality and Perception, Motivation, Group Dynamics, Leadership |
| 22MBA13 | Management Accounting and Control | Core | 4 | Accounting Concepts, Financial Statements Analysis, Costing Methods, Budgeting, Performance Measurement |
| 22MBA14 | Business Statistics and Analytics | Core | 4 | Data Collection and Presentation, Probability, Hypothesis Testing, Regression Analysis, Forecasting |
| 22MBA15 | Legal and Business Environment | Core | 4 | Indian Contract Act, Company Law, Consumer Protection Act, Cyber Laws, Intellectual Property Rights |
| 22MBA16 | Marketing Management | Core | 4 | Marketing Concepts, Market Segmentation, Product Life Cycle, Pricing Strategies, Promotion Mix |
| 22MBA17 | Skill Development and Professional Practice-I | Core | 4 | Communication Skills, Presentation Skills, Group Discussion, Interview Techniques, Professional Ethics |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA21 | Human Resource Management | Core | 4 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management |
| 22MBA22 | Financial Management | Core | 4 | Financial Goals, Capital Budgeting, Working Capital Management, Cost of Capital, Dividend Policy |
| 22MBA23 | Production and Operations Management | Core | 4 | Production Planning, Inventory Management, Quality Management, Supply Chain Management, Lean Operations |
| 22MBA24 | Management Information Systems | Core | 4 | MIS Fundamentals, Database Management, E-Business, Decision Support Systems, IT Security |
| 22MBA25 | Research Methodology | Core | 4 | Research Design, Data Collection Methods, Sampling, Data Analysis, Report Writing |
| 22MBA26 | Entrepreneurship and Start-up Management | Core | 4 | Entrepreneurial Process, Business Plan, Funding Start-ups, Innovation, Small Business Management |
| 22MBA27 | Skill Development and Professional Practice-II | Core | 4 | Advanced Communication, Business Etiquette, Team Building, Conflict Resolution, Time Management |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA31 | Strategic Management | Core | 4 | Strategic Planning, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| 22MBA32 | International Business | Core | 4 | Globalization, International Trade Theories, Foreign Exchange Management, Global Marketing, International HRM |
| 22MBA33 | Business Ethics and Corporate Governance | Core | 4 | Ethical Theories, Corporate Social Responsibility, Code of Conduct, Board of Directors, Stakeholder Management |
| 22MBA34 | Project Management | Core | 4 | Project Life Cycle, Project Planning, Project Scheduling, Risk Management, Project Evaluation |
| 22MBA35 | Skill Development and Professional Practice-III | Core | 4 | Leadership Skills, Negotiation Skills, Mentoring, Emotional Intelligence, Public Speaking |
| 22MBA3M1 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Process, Psychological Influences, Sociological Influences, Cultural Factors, Consumer Research |
| 22MBA3M2 | Services Marketing | Elective (Marketing) | 4 | Nature of Services, Service Quality, Service Design, Customer Relationship Management, Service Recovery |
| 22MBA3M3 | Sales and Distribution Management | Elective (Marketing) | 4 | Sales Force Management, Channel Design, Distribution Strategies, Retailing, Wholesaling |
| 22MBA3M4 | Digital Marketing | Elective (Marketing) | 4 | Search Engine Optimization (SEO), Social Media Marketing, Content Marketing, Email Marketing, Web Analytics |
| 22MBA3M5 | Integrated Marketing Communications | Elective (Marketing) | 4 | Advertising, Sales Promotion, Public Relations, Personal Selling, Direct Marketing |
| 22MBA3M6 | Product and Brand Management | Elective (Marketing) | 4 | Product Development, Product Life Cycle Strategies, Branding Concepts, Brand Equity, Brand Extensions |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA41 | Business Analytics and Data Driven Decision Making | Core | 4 | Analytics Tools, Data Visualization, Predictive Analytics, Prescriptive Analytics, Big Data Concepts |
| 22MBA42 | Skill Development and Professional Practice-IV | Core | 4 | Entrepreneurial Thinking, Innovation Management, Cross-cultural Communication, Crisis Management, Global Business Etiquette |
| 22MBA4M1 | Retail Management | Elective (Marketing) | 4 | Retail Formats, Store Location, Merchandising, Retail Operations, Supply Chain in Retail |
| 22MBA4M2 | International Marketing | Elective (Marketing) | 4 | Global Marketing Environment, Market Entry Strategies, International Product, Pricing, Promotion |
| 22MBA4M3 | Rural and Agri Business Marketing | Elective (Marketing) | 4 | Rural Market Characteristics, Rural Consumer Behaviour, Marketing Mix for Rural Markets, Agri-product Marketing |
| 22MBA4M4 | Customer Relationship Management | Elective (Marketing) | 4 | CRM Strategy, Customer Acquisition, Customer Retention, CRM Technologies, Customer Lifetime Value |
| 22MBA4M5 | Advertising Management | Elective (Marketing) | 4 | Advertising Planning, Media Planning, Creative Strategy, Advertising Effectiveness, Social and Ethical Issues |
| 22MBA4M6 | Marketing Research | Elective (Marketing) | 4 | Research Process, Data Collection, Questionnaire Design, Data Analysis (SPSS/Excel), Report Writing |
| 22MBA4IC | Internship and Professional Development | Internship | 2 | Industry Exposure, Skill Application, Report Writing, Presentation |
| 22MBA4P | Major Research Project | Project | 6 | Problem Identification, Literature Review, Methodology, Data Analysis, Thesis Writing |
