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M-B-A in Marketing at Columbia College
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Columbia College Bengaluru?
This Marketing program at Columbia College, affiliated with Bangalore University, focuses on equipping students with advanced knowledge and practical skills required in the dynamic Indian marketing landscape. The curriculum emphasizes both traditional and digital marketing strategies, addressing the evolving consumer behavior and market trends prevalent in India. It prepares students for diverse roles in brand management, market research, sales, and digital marketing within the Indian economy.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking a robust foundation in marketing principles and their application in the Indian context. It also caters to working professionals aiming to upskill for leadership roles in marketing departments or transition into this vibrant industry. Individuals with a keen interest in understanding consumer psychology and market dynamics, along with analytical skills, will find this program rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding career paths in India as Marketing Managers, Brand Managers, Digital Marketing Specialists, Market Research Analysts, or Sales Managers. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning significantly more. The program prepares students for growth trajectories in FMCG, e-commerce, IT, and financial services sectors, aligning with industry demand for strategic marketers.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Actively engage with subjects like Marketing Management, Business Statistics, and Financial Management. Utilize online platforms like Coursera or NPTEL for supplementary learning in areas like ''''Introduction to Marketing'''' or ''''Statistics for Business'''' to strengthen foundational concepts relevant to an Indian business environment. This robust understanding is crucial for all future marketing specializations and analytical roles.
Tools & Resources
Coursera, NPTEL, Indian Business Textbooks
Career Connection
A strong grasp of business fundamentals provides a competitive edge in interviews and forms the basis for effective decision-making in any marketing role.
Develop Professional Communication Skills- (Semester 1-2)
Participate in debate clubs, presentation workshops, and group discussions organized by the college. Practice writing effective business reports and emails. Resources like ''''Business Communication'''' textbooks by Indian authors (e.g., C.B. Gupta, R.C. Sharma) and public speaking platforms like Toastmasters can enhance confidence and clarity, vital for client interactions and corporate presentations.
Tools & Resources
College Debate Clubs, Toastmasters International, Business Communication Textbooks
Career Connection
Effective communication is paramount for pitching ideas, collaborating with teams, and engaging with clients, directly impacting career progression.
Initiate Industry Awareness- (Semester 1-2)
Read leading Indian business newspapers (e.g., Economic Times, Business Standard) and marketing magazines (e.g., Campaign India). Follow prominent Indian marketing blogs and LinkedIn influencers. Attending virtual industry webinars or local marketing events helps in understanding current trends, consumer shifts, and competitive landscapes in India, which is essential for identifying potential career paths.
Tools & Resources
Economic Times, Business Standard, Campaign India, LinkedIn
Career Connection
Early industry exposure helps in identifying niche areas of interest, preparing for industry-specific interview questions, and building a relevant knowledge base.
Intermediate Stage
Specialize with Practical Application- (Semester 3)
Deep dive into Marketing Research, Consumer Behaviour, and Digital Marketing electives. Work on simulated case studies focusing on Indian brands and markets. Platforms like Google Analytics Academy, HubSpot Academy, and SEMrush offer free certifications in digital marketing, significantly boosting employability in a digital-first economy like India.
Tools & Resources
Google Analytics Academy, HubSpot Academy, SEMrush, Case Study Competitions
Career Connection
Practical application of specialized knowledge makes you job-ready for specific marketing roles and demonstrates hands-on capability to employers.
Build a Professional Network- (Semester 3)
Attend industry seminars, workshops, and career fairs, especially those focused on marketing in Bengaluru. Connect with alumni and guest lecturers on LinkedIn. Actively seek informational interviews with marketing professionals in Indian startups and established firms. Networking is critical for internship leads and understanding industry expectations in the competitive Indian job market.
Tools & Resources
LinkedIn, Industry Events (e.g., Bengaluru Marketing Summit), Alumni Association
Career Connection
A strong professional network can open doors to internships, mentorship, and job opportunities often not advertised publicly.
Engage in Live Projects and Internships- (Semester 3 (during summer breaks))
Actively seek short-term marketing projects with local businesses or NGOs, or pursue structured internships. Leverage college placement cells for opportunities. Practical experience with real-world challenges, such as developing a marketing campaign for a local product or conducting market research for a startup, provides invaluable experience and a strong resume builder in India.
Tools & Resources
College Placement Cell, Internship Portals (e.g., Internshala), Local Businesses/NGOs
Career Connection
Internships convert theoretical knowledge into practical skills, offering real-world experience that is highly valued by recruiters and often leading to pre-placement offers.
Advanced Stage
Master Placement Preparation and Interview Skills- (Semester 4)
Participate in mock interview sessions, group discussions, and aptitude test preparations provided by the college. Tailor your resume and cover letter to specific marketing roles and companies in India. Focus on articulating your project experiences and understanding common HR and marketing interview questions relevant to the Indian corporate sector.
Tools & Resources
College Career Services, Online Aptitude Test Platforms, Mock Interview Coaches
Career Connection
Effective placement preparation significantly increases your chances of securing desired marketing roles in leading Indian and multinational companies.
Cultivate Leadership and Strategic Thinking- (Semester 4)
Take on leadership roles in college clubs or project teams. Analyze business case studies, particularly those involving Indian companies, to develop strategic problem-solving skills. Read books on leadership and business strategy by renowned authors, applying frameworks to solve complex marketing challenges within an Indian business context.
Tools & Resources
Case Study Competitions, Leadership Workshops, Business Strategy Books (e.g., by C.K. Prahalad)
Career Connection
Demonstrating leadership and strategic acumen is key for fast-tracking into managerial positions and influencing marketing decisions within organizations.
Develop a Personal Brand and Portfolio- (Semester 4 (ongoing through program))
Create an online portfolio showcasing your marketing projects, certifications, and achievements (e.g., a LinkedIn profile, personal website). Actively contribute to marketing discussions on social media platforms. A strong personal brand and visible portfolio are crucial for standing out to recruiters in India''''s competitive marketing job market, especially for digital and brand roles.
Tools & Resources
LinkedIn Profile, Personal Website/Blog, Behance (for creative portfolios)
Career Connection
A well-developed personal brand and portfolio highlight your unique skills and achievements, making you a memorable candidate and facilitating networking opportunities.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree from any recognized university with a minimum of 50% marks (45% for SC/ST/Cat-I candidates). Must have a valid score in MAT/CAT/CMAT/K-MAT/PGCET or equivalent entrance examination.
Duration: 4 semesters / 2 years
Credits: 100 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Pricing Decisions, Macroeconomics and Business Environment |
| 1.2 | Organizational Behaviour | Core | 4 | Introduction to OB, Perception and Learning, Motivation Theories, Group Dynamics and Team Building, Leadership and Power, Organizational Culture and Change |
| 1.3 | Accounting for Managers | Core | 4 | Introduction to Accounting, Financial Statements Analysis, Cost Concepts and Classification, Budgeting and Budgetary Control, Capital Budgeting Decisions |
| 1.4 | Business Statistics | Core | 4 | Introduction to Statistics, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis, Time Series and Forecasting |
| 1.5 | Business and Professional Communication | Core | 4 | Fundamentals of Communication, Oral Communication Skills, Written Communication Skills, Non-Verbal Communication, Presentation Skills, Cross-Cultural Communication |
| 1.6 | Indian Ethos and Business Ethics | Core | 4 | Concepts of Indian Ethos, Business Ethics and Values, Corporate Social Responsibility, Ethical Dilemmas in Business, Role of Indian Culture in Management |
| 1.7 | Computers for Business | Core | 4 | Introduction to Computers, MS Office Applications, Database Management Systems (DBMS), Networking and Internet, E-commerce, Introduction to Tally |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 2.1 | Marketing Management | Core | 4 | Introduction to Marketing, Consumer Buying Behaviour, Market Segmentation and Targeting, Product Life Cycle and Branding, Pricing Strategies, Promotion and Distribution Channels |
| 2.2 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning and Recruitment, Selection and Training, Performance Management, Compensation and Benefits, Employee Relations |
| 2.3 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money, Capital Budgeting, Capital Structure, Working Capital Management, Dividend Policy |
| 2.4 | Research Methods for Management | Core | 4 | Introduction to Research, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing |
| 2.5 | Operations Management | Core | 4 | Introduction to Operations Management, Facility Location and Layout, Production Planning and Control, Inventory Management, Quality Management, Supply Chain Management |
| 2.6 | Legal Aspects of Business | Core | 4 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Companies Act, Intellectual Property Rights, Cyber Laws |
| 2.7 | Entrepreneurship and Ethics | Core | 4 | Introduction to Entrepreneurship, Business Plan Preparation, Forms of Business Organization, Funding Sources, Legal Aspects for Startups, Ethical Practices in Entrepreneurship |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3.1 | Strategic Management | Core | 4 | Introduction to Strategic Management, Environmental Analysis, Strategic Formulation, Strategic Implementation, Strategic Evaluation and Control, Corporate Governance |
| 3.2 | Corporate Social Responsibility and Governance | Core | 4 | Concepts of CSR, Models of CSR, Corporate Governance Framework, Role of Stakeholders, Ethical Leadership, Sustainability Reporting |
| 3.3 | Project Management | Core | 4 | Introduction to Project Management, Project Planning and Scheduling, Project Organization and Control, Risk Management, Project Evaluation and Termination, Software Project Management |
| 3.4 | Marketing Research | Elective (Marketing Specialization) | 4 | Introduction to Marketing Research, Research Design in Marketing, Data Collection in Marketing, Scaling and Measurement, Data Analysis in Marketing, Marketing Research Report |
| 3.5 | Consumer Behaviour | Elective (Marketing Specialization) | 4 | Introduction to Consumer Behaviour, Consumer Decision Process, Individual Influences on CB, Group Influences on CB, Cultural Influences on CB, Consumerism and Ethics |
| 3.6 | Sales and Distribution Management | Elective (Marketing Specialization) | 4 | Introduction to Sales Management, Sales Force Management, Sales Planning and Forecasting, Personal Selling, Distribution Channels, Channel Management |
| 3.7 | Integrated Marketing Communication | Elective (Marketing Specialization) | 4 | Introduction to IMC, Advertising Management, Sales Promotion, Public Relations, Direct Marketing, Digital and Social Media Marketing |
| 3.8 | Retail Management | Elective (Marketing Specialization) | 4 | Introduction to Retail Management, Retail Formats and Theories, Retail Store Operations, Merchandise Management, Pricing and Promotion in Retail, Retail Technology |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 4.1 | International Business | Core | 4 | Introduction to International Business, Theories of International Trade, Foreign Exchange Market, Global Strategic Management, International Marketing, Cross-Cultural Management |
| 4.2 | Business Analytics | Core | 4 | Introduction to Business Analytics, Descriptive Analytics, Predictive Analytics, Prescriptive Analytics, Big Data Technologies, Data Visualization and Reporting |
| 4.3 | Services Marketing | Elective (Marketing Specialization) | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality, Service Design and Delivery, Pricing and Promotion of Services, Internal Marketing |
| 4.4 | Digital Marketing | Elective (Marketing Specialization) | 4 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Social Media Marketing (SMM), Content Marketing, Email Marketing, Web Analytics |
| 4.5 | Brand Management | Elective (Marketing Specialization) | 4 | Introduction to Brand Management, Brand Identity and Positioning, Brand Equity, Brand Extension and Licensing, Brand Revitalization, Global Branding Strategies |
| 4.6 | International Marketing | Elective (Marketing Specialization) | 4 | Introduction to International Marketing, Global Marketing Environment, Market Entry Strategies, International Product and Pricing, International Distribution, Global Promotion Strategies |
| 4.7 | Rural Marketing | Elective (Marketing Specialization) | 4 | Introduction to Rural Marketing, Rural Consumer Behaviour, Rural Market Segmentation, Product Strategies for Rural India, Pricing and Distribution in Rural Areas, Rural Communication Strategies |
| 4.8 | Project Work | Project | 6 | Problem Identification and Formulation, Literature Review, Methodology and Data Collection, Data Analysis and Interpretation, Report Writing and Presentation |
| 4.9 | Internship | Practical | 4 | Industry Exposure, Practical Skill Application, Report on Internship Experience, Presentation of Findings, Professional Networking |
