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MBA in Marketing at Chandigarh Business School of Administration
S.A.S. Nagar, Punjab
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About the Specialization
What is Marketing at Chandigarh Business School of Administration S.A.S. Nagar?
This Marketing specialization program at Chandigarh Business School of Administration focuses on equipping students with advanced knowledge and practical skills required for the dynamic marketing landscape. It delves into consumer insights, digital strategies, brand management, and sales and distribution, reflecting the evolving demands of the Indian market. The program emphasizes strategic thinking and innovation, preparing students for leadership roles.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into marketing and brand management roles, as well as working professionals looking to upskill in digital marketing, analytics, or strategic marketing. It also suits career changers transitioning into the vibrant Indian marketing industry, particularly those with a keen interest in consumer behavior and market dynamics.
Why Choose This Course?
Graduates of this program can expect promising career paths as Marketing Managers, Brand Managers, Digital Marketing Specialists, Sales Managers, or Market Research Analysts in India. Entry-level salaries typically range from INR 4-6 LPA, growing significantly with experience. The program aligns with industry needs, fostering skills for certifications in digital marketing and analytics, crucial for growth in Indian companies.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus intently on core subjects like Managerial Economics, Financial Management, and Business Statistics. Understand how these foundational concepts underpin all business decisions, especially in marketing. Actively participate in class discussions and solve case studies to solidify understanding.
Tools & Resources
NPTEL courses for core business principles, Harvard Business Review case studies, Moneycontrol, Economic Times
Career Connection
A strong grasp of fundamentals is critical for analyzing market data, understanding customer economics, and making informed marketing investment decisions in any Indian company.
Develop Effective Communication & Presentation Skills- (Semester 1-2)
Leverage the Business Communication course to its fullest. Practice public speaking, report writing, and engaging in group discussions regularly. Form study groups and present concepts to peers, seeking feedback to refine articulation.
Tools & Resources
Toastmasters International clubs (if available locally), Grammarly for written communication, LinkedIn Learning courses on presentation skills
Career Connection
Excellent communication is indispensable for marketing professionals in India, from client presentations and campaign pitches to internal team collaboration and stakeholder management.
Initiate Early Industry Exploration- (Semester 1-2)
Attend industry webinars, guest lectures, and career fairs organized by the institution or external bodies. Network with alumni and professionals working in various marketing domains. Start identifying areas of interest within marketing (e.g., digital, brand, sales) to guide future elective choices.
Tools & Resources
LinkedIn for networking, Industry association events (e.g., IMA India), Company websites, CBSA career counseling sessions
Career Connection
Early exposure helps in understanding diverse roles in the Indian marketing sector, making informed specialization choices, and identifying potential internship opportunities.
Intermediate Stage
Deep Dive into Marketing Specialization & Research- (Semester 3)
Focus intensely on core and elective marketing subjects (Consumer Behaviour, Marketing Research, Digital Marketing, etc.). Engage in live projects or case competitions specifically related to marketing strategy. Apply research methodology concepts to conduct mini-marketing studies, understanding Indian consumer trends.
Tools & Resources
Marketing specific journals, Survey design tools (Google Forms, SurveyMonkey), Statistical software (Excel, R/Python basics), Inter-college marketing competitions
Career Connection
Mastering specialization subjects and market research skills directly prepares students for analytical and strategic roles in Indian marketing teams, critical for evidence-based decision-making.
Cultivate Digital Marketing Acumen- (Semester 3)
Beyond the Digital and Social Media Marketing course, pursue certifications in Google Ads, Google Analytics, and Facebook Blueprint. Start a personal blog or manage social media for a small local business to gain hands-on experience in content creation, SEO, and social media strategy.
Tools & Resources
Google Skillshop, Meta Blueprint, HubSpot Academy, SEMrush, Canva
Career Connection
Digital marketing skills are highly sought after in India''''s rapidly digitizing economy, making graduates immediately employable in e-commerce, advertising agencies, and digital marketing roles.
Network with Marketing Professionals- (Semester 3)
Actively attend industry events, workshops, and guest speaker sessions focused on marketing trends in India. Join professional groups on LinkedIn and participate in discussions. Seek out informational interviews with marketing managers to understand their roles and career trajectories.
Tools & Resources
LinkedIn, Industry-specific conferences (e.g., marketing summits), CBSA/CGC alumni network
Career Connection
Building a strong professional network is crucial for mentorship, internship opportunities, and uncovering hidden job markets in the competitive Indian job landscape.
Advanced Stage
Excel in Dissertation/Project Work- (Semester 4)
Choose a dissertation topic that aligns with your career aspirations in marketing and addresses a real-world industry problem in India. Conduct thorough primary and secondary research, apply advanced analytical techniques, and produce a high-quality report. Seek regular guidance from your faculty mentor.
Tools & Resources
Academic databases (JSTOR, EBSCO), Statistical software (SPSS, R, Python), Specialized marketing research tools, Institutional library resources
Career Connection
A well-executed dissertation showcases research capabilities, problem-solving skills, and specialized knowledge, acting as a strong portfolio piece during placements for Indian companies.
Master Interview and Placement Preparation- (Semester 4)
Participate actively in CBSA''''s placement training programs, focusing on mock interviews, group discussions, and aptitude tests. Tailor your resume and cover letters for specific marketing roles. Prepare a portfolio of marketing projects or campaigns you''''ve worked on.
Tools & Resources
Career Services Department at CBSA, Online interview preparation platforms (e.g., PrepInsta), Personal branding workshops
Career Connection
This structured preparation is essential for navigating the rigorous Indian recruitment process, maximizing chances of securing desired marketing positions in top companies.
Continuous Learning & Industry Awareness- (Semester 4)
Stay updated with the latest marketing trends, technologies (e.g., AI in marketing), and policy changes affecting the Indian market by reading industry reports, blogs, and news. Consider pursuing advanced certifications in specific marketing niches post-graduation.
Tools & Resources
Marketing Week, Brand Equity (Economic Times), HubSpot Blog, Google Alerts for industry news, Certifications from platforms like Coursera/edX
Career Connection
Demonstrating a commitment to lifelong learning and current industry knowledge makes graduates more adaptable and valuable to employers in India''''s fast-evolving business environment.
Program Structure and Curriculum
Eligibility:
- Bachelors Degree of minimum 3-Year duration in any discipline from a University recognized by the University Grants Commission (UGC), or an equivalent qualification with minimum 50% (45% for SC/ST category) in aggregate.
Duration: 2 Years (4 Semesters)
Credits: 104 Credits
Assessment: Internal: 40-60%, External: 40-60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| HMBA-101 | Management Process & Organizational Behaviour | Core | 4 | Management Concepts, Planning, Organizing, Directing, Controlling, Organizational Behaviour, Perception, Personality, Motivation, Leadership, Group Dynamics |
| HMBA-102 | Managerial Economics | Core | 4 | Nature & Scope of Managerial Economics, Demand & Supply Analysis, Production & Cost Theory, Market Structure & Pricing Strategies, Capital Budgeting |
| HMBA-103 | Business Environment | Core | 4 | Economic Environment, Political & Legal Environment, Socio-Cultural Environment, Technological Environment, Globalization, Liberalization, Privatization |
| HMBA-104 | Accounting for Management | Core | 4 | Financial Accounting Principles, Cost & Management Accounting, Financial Statement Analysis, Budgeting & Budgetary Control, Working Capital Management |
| HMBA-105 | Business Statistics | Core | 4 | Data Collection & Presentation, Measures of Central Tendency & Dispersion, Probability & Probability Distributions, Sampling & Hypothesis Testing, Correlation & Regression Analysis |
| HMBA-106 | Business Communication | Core | 4 | Communication Process & Barriers, Oral & Written Communication, Business Correspondence, Report Writing & Presentation Skills, Group Discussion & Interview Skills |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| HMBA-201 | Marketing Management | Core | 4 | Marketing Concepts & Environment, Consumer & Industrial Buyer Behaviour, Market Segmentation, Targeting, Positioning, Product, Price, Place, Promotion Decisions, Marketing Channels & Logistics |
| HMBA-202 | Financial Management | Core | 4 | Financial Goals & Objectives, Capital Budgeting Decisions, Capital Structure Theories, Working Capital Management, Dividend Policy & Financial Markets |
| HMBA-203 | Human Resource Management | Core | 4 | HR Planning & Job Analysis, Recruitment & Selection, Training & Development, Performance Management & Appraisal, Compensation Management & Industrial Relations |
| HMBA-204 | Research Methodology | Core | 4 | Research Design & Types, Sampling Design & Methods, Data Collection Techniques, Questionnaire Design & Scaling, Data Analysis & Report Writing |
| HMBA-205 | Operations Management | Core | 4 | Production Systems & Design, Facility Location & Layout, Inventory Management, Quality Management & Control, Supply Chain Management & Project Management |
| HMBA-206 | Business Analytics | Core | 4 | Introduction to Business Analytics, Data Mining & Machine Learning, Predictive & Prescriptive Analytics, Big Data Concepts & Tools, Data Visualization & Storytelling |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| HMBA-301 | Strategic Management | Core | 4 | Strategic Planning Process, Environmental Scanning & Analysis, Strategy Formulation & Implementation, Strategic Control & Evaluation, Corporate Governance & Ethics |
| HMBA-302 | Consumer Behaviour | Core Specialization (Marketing) | 4 | Consumer Decision Making Process, Individual Influences on Buying, Group & Social Influences, Cultural & Sub-cultural Factors, Consumer Learning, Motivation, Perception |
| HMBA-303 | Marketing Research | Core Specialization (Marketing) | 4 | Marketing Research Process, Research Design & Data Sources, Measurement & Scaling, Sampling Techniques, Data Analysis & Interpretation |
| HMBA-304(E) | Rural Marketing | Elective Specialization (Marketing) | 4 | Rural Market Environment, Rural Consumer Behaviour, Product & Pricing Strategies for Rural Markets, Rural Distribution & Logistics, Rural Communication Strategies |
| HMBA-305(E) | Services Marketing | Elective Specialization (Marketing) | 4 | Nature & Characteristics of Services, Service Quality & Customer Satisfaction, Managing Service Encounters, Services Marketing Mix (7Ps), Demand & Capacity Management in Services |
| HMBA-306(E) | Digital and Social Media Marketing | Elective Specialization (Marketing) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Social Media Marketing Strategies, Content Marketing & Email Marketing, Web Analytics & Performance Measurement |
| HMBA-307(E) | Product & Brand Management | Elective Specialization (Marketing) | 4 | Product Life Cycle & Development, Branding Concepts & Brand Equity, Brand Positioning & Re-positioning, Brand Extension & Brand Revitalization, Packaging & Labeling Decisions |
| HMBA-308(E) | Sales & Distribution Management | Elective Specialization (Marketing) | 4 | Sales Process & Techniques, Sales Forecasting & Budgeting, Sales Force Management, Channel Design & Management, Retailing & Wholesaling |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| HMBA-401 | Operations Research | Core | 4 | Linear Programming, Transportation & Assignment Problems, Queuing Theory, Decision Theory & Game Theory, Simulation Techniques |
| HMBA-402 | International Business | Core | 4 | Globalization & International Trade Theories, Foreign Exchange Market & Risk, International Financial Management, International Marketing Strategies, Entry Modes into International Business |
| HMBA-403(E) | Strategic Brand Management | Elective Specialization (Marketing) | 4 | Brand Equity & Value Creation, Brand Identity & Positioning, Designing Marketing Programs to Build Brands, Measuring & Managing Brand Performance, Brand Growth Strategies & Crisis Management |
| HMBA-404(E) | Sales & Distribution Management | Elective Specialization (Marketing) | 4 | Sales Process & Techniques, Sales Force Management, Sales Forecasting & Budgeting, Channel Design & Channel Management, Logistics & Supply Chain Management |
| HMBA-405(E) | Advertising & Promotion Management | Elective Specialization (Marketing) | 4 | Integrated Marketing Communications (IMC), Advertising Planning & Strategy, Creative Strategy & Message Development, Media Planning & Selection, Sales Promotion, Public Relations, Direct Marketing |
| HMBA-406(E) | Customer Relationship Management | Elective Specialization (Marketing) | 4 | CRM Concepts & Objectives, Customer Value & Retention, CRM Technologies & Implementation, Customer Data Management, Customer Lifetime Value |
| HMBA-407(E) | Retail Management | Elective Specialization (Marketing) | 4 | Retail Formats & Theories, Retail Store Location & Layout, Merchandise Management, Retail Pricing & Promotion, Retail Supply Chain Management |
| HMBA-408 | Dissertation | Project | 8 | Problem Identification & Research Question, Literature Review & Theoretical Framework, Research Design & Methodology, Data Collection & Analysis, Report Writing & Presentation |
| HMBA-409 | Open Elective / Industrial Training | Elective | 4 | Domain-specific knowledge in chosen elective, Practical application of management concepts, Industry exposure and skill development, Problem solving in a real business environment, Project report and presentation |
