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MBA-MASTER-OF-BUSINESS-ADMINISTRATION in Marketing at Chitkara University
Patiala, Punjab
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About the Specialization
What is Marketing at Chitkara University Patiala?
This Marketing specialization program at Chitkara University focuses on equipping students with a comprehensive understanding of modern marketing strategies and practices essential for the dynamic Indian business landscape. The curriculum is designed to foster innovative thinking and analytical skills required for effective decision-making in areas like digital marketing, consumer behavior, and brand management, reflecting the evolving industry demand.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the marketing field and young professionals looking to enhance their existing marketing expertise. It also caters to career changers transitioning into marketing roles, especially those with a knack for creativity, data analysis, and understanding consumer psychology. A strong aptitude for business and communication is a prerequisite.
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, Marketing Analyst, or Product Manager. Entry-level salaries typically range from INR 4-7 LPA, growing significantly with experience. The program aligns with industry demands, preparing students for roles in FMCG, e-commerce, IT, and financial services sectors across India.
Student Success Practices
Foundation Stage
Master Core Business Concepts- (Semester 1-2)
Dedicate time to thoroughly understand fundamental management principles, economics, finance, and statistics. Form study groups to discuss complex topics and solve case studies. This strong base is crucial for specialized learning later.
Tools & Resources
Textbooks, Online tutorials (e.g., Coursera for business basics), Chitkara University Library resources
Career Connection
A solid understanding of business fundamentals makes you a well-rounded professional, capable of understanding organizational functions beyond marketing, which is highly valued in leadership roles.
Enhance Communication & Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and mock interviews. Seek feedback on your communication style from professors and peers. Effective communication is paramount in marketing.
Tools & Resources
Toastmasters International (local chapters), Online courses on public speaking, Chitkara''''s communication labs
Career Connection
Strong communication skills are essential for client interactions, pitching ideas, and internal team collaboration, directly impacting your ability to succeed in marketing and sales roles.
Build a Professional Network Early- (Semester 1-2)
Attend industry seminars, workshops, and guest lectures organized by the university. Connect with alumni and industry professionals on LinkedIn. Even introductory conversations can provide valuable insights.
Tools & Resources
LinkedIn, University career services events, Industry association events
Career Connection
Networking opens doors to internship opportunities, mentorship, and future job prospects, giving you a significant edge in the competitive Indian job market.
Intermediate Stage
Undertake a Relevant Summer Internship- (After Semester 2 (Summer Break))
Secure a summer internship in a marketing department or a marketing agency. Focus on gaining practical experience in digital marketing, market research, or sales support to apply theoretical knowledge.
Tools & Resources
University Placement Cell, Internshala, Naukri.com, LinkedIn for internship search
Career Connection
An internship provides crucial real-world experience, helps clarify career interests, and is often a direct path to pre-placement offers or strong recommendations, boosting employability.
Develop Digital Marketing Proficiency- (Semester 3)
Pursue certifications in key digital marketing areas like Google Ads, Google Analytics, and Facebook Blueprint. Start a personal blog or manage social media for a small business to apply skills.
Tools & Resources
Google Skillshop, HubSpot Academy, Meta Blueprint, Online marketing tools
Career Connection
Digital marketing skills are highly in demand across all industries in India. Certifications and practical projects make you market-ready for roles as a Digital Marketing Specialist or Campaign Manager.
Participate in Marketing Case Competitions- (Semester 3)
Form a team and actively participate in inter-college or national-level marketing case study competitions. This sharpens analytical, problem-solving, and team-working skills under pressure.
Tools & Resources
Case study resources online, Harvard Business Review case studies, Competition platforms like Dare2Compete
Career Connection
Winning or even participating in competitions enhances your resume, showcases practical marketing acumen, and provides networking opportunities with corporate judges and recruiters.
Advanced Stage
Focus on Specialized Skill Development- (Semester 4)
Deep dive into your chosen areas within marketing (e.g., Brand Management, Marketing Analytics, SEO) through advanced courses or workshops. Develop a portfolio of projects related to your specialization.
Tools & Resources
Niche online courses (e.g., on Udemy, Coursera), Industry-specific seminars, Advanced marketing software tutorials
Career Connection
Specialized skills differentiate you in the job market, making you a preferred candidate for roles requiring specific expertise like Brand Manager, Marketing Analyst, or Product Marketing Manager.
Conduct an Industry-Relevant Research Project/Dissertation- (Semester 4)
Choose a dissertation topic that addresses a current challenge in the Indian marketing industry. Engage with companies or startups to gather data and provide actionable insights.
Tools & Resources
Research databases (e.g., EBSCO, J-STOR, Google Scholar), Statistical software (SPSS, R, Python), Faculty mentors
Career Connection
A strong dissertation demonstrates research capabilities, critical thinking, and industry relevance, which can impress recruiters and sometimes even lead to direct job offers or industry recognition.
Intensive Placement Preparation & Mock Interviews- (Semester 4)
Attend workshops on resume building, cover letter writing, and interview techniques. Engage in numerous mock interviews with career services and alumni, focusing on marketing-specific questions and behavioral aspects.
Tools & Resources
Chitkara Placement Cell, Online interview platforms, Alumni network for mock interviews
Career Connection
Thorough preparation ensures you can effectively articulate your skills and experiences, significantly increasing your chances of securing a desirable placement in top Indian companies.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in any discipline with a minimum of 50% aggregate marks (45% for reserved categories).
Duration: 2 years / 4 semesters
Credits: Credits not specified
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA101 | Management Principles & Practices | Core | 4 | Fundamentals of Management, Planning and Decision Making, Organizing and Staffing, Directing and Controlling, Managerial Ethics |
| MBA102 | Managerial Economics | Core | 4 | Demand and Supply Analysis, Production and Cost Analysis, Market Structures, Pricing Strategies, Macroeconomic Environment |
| MBA103 | Financial Accounting & Analysis | Core | 4 | Accounting Concepts, Financial Statements, Ratio Analysis, Cash Flow Statement, Costing Methods |
| MBA104 | Organizational Behavior | Core | 4 | Individual Behavior, Group Dynamics, Motivation and Leadership, Organizational Culture, Conflict Management |
| MBA105 | Business Statistics | Core | 4 | Probability Distributions, Hypothesis Testing, Correlation and Regression, Data Analysis Techniques, Forecasting Methods |
| MBA106 | Marketing Management | Core | 4 | Marketing Concepts, Market Segmentation, Product Life Cycle, Pricing Strategies, Promotion and Distribution |
| MBA107 | Business Communication | Core | 2 | Verbal and Non-Verbal Communication, Business Writing, Presentations, Negotiation Skills, Intercultural Communication |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA201 | Human Resource Management | Core | 4 | HR Planning, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits |
| MBA202 | Financial Management | Core | 4 | Capital Budgeting, Cost of Capital, Working Capital Management, Dividend Policy, Financial Markets |
| MBA203 | Operations Management | Core | 4 | Production Planning, Inventory Management, Quality Management, Supply Chain Management, Lean Operations |
| MBA204 | Research Methodology | Core | 4 | Research Design, Data Collection Methods, Sampling Techniques, Data Analysis Tools, Report Writing |
| MBA205 | Business Law | Core | 4 | Contract Act, Company Law, Consumer Protection Act, Cyber Law, Intellectual Property Rights |
| MBA206 | Management Information Systems | Core | 4 | Information Systems Concepts, Database Management, E-Business Strategies, Data Warehousing, IT Project Management |
| MBA207 | Business Environment & Ethics | Core | 2 | Economic Environment, Social and Cultural Environment, Political and Legal Environment, Corporate Governance, Ethical Dilemmas in Business |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA301 | Strategic Management | Core | 4 | Strategic Planning Process, Environmental Analysis, Competitive Advantage, Strategy Implementation, Strategic Control |
| MBAMK01 | Digital Marketing | Marketing Elective | 4 | SEO and SEM, Social Media Marketing, Content Marketing, Email Marketing, Analytics and Campaign Management |
| MBAMK02 | Consumer Behavior | Marketing Elective | 4 | Consumer Decision Process, Psychological Influences, Sociocultural Influences, Consumer Research, Ethical Consumption |
| MBAMK03 | Sales & Distribution Management | Marketing Elective | 4 | Sales Force Management, Sales Planning and Forecasting, Channel Design and Management, Logistics and Supply Chain, Retail Management |
| MBAMK04 | Marketing Analytics | Marketing Elective | 4 | Marketing Metrics, Customer Lifetime Value, Predictive Analytics, A/B Testing, CRM Data Analysis |
| MBA307 | Summer Internship Project | Project | 6 | Problem Identification, Data Collection and Analysis, Solution Formulation, Report Writing, Presentation Skills |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBAMK05 | International Marketing | Marketing Elective | 4 | Global Marketing Environment, Market Entry Strategies, International Product Management, Global Pricing, International Distribution and Promotion |
| MBAMK06 | Services Marketing | Marketing Elective | 4 | Nature of Services, Service Quality, Service Design and Delivery, Customer Relationship Management, Service Recovery |
| MBAMK07 | Brand Management | Marketing Elective | 4 | Brand Equity, Brand Identity and Positioning, Brand Architecture, Brand Launch and Extension, Brand Revitalization |
| MBAMK08 | Integrated Marketing Communications | Marketing Elective | 4 | Communication Process, Advertising Management, Public Relations, Sales Promotion, Direct Marketing |
| MBA407 | Dissertation/Project | Project | 8 | Advanced Research Methodology, Literature Review, Data Analysis and Interpretation, Academic Writing, Viva Voce Preparation |
