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MBA in Marketing at Davan Institute of Advanced Management Studies
Davangere, Karnataka
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About the Specialization
What is Marketing at Davan Institute of Advanced Management Studies Davangere?
This Marketing program at Davan Institute of Advanced Management Studies focuses on equipping students with essential skills for the dynamic Indian market. It emphasizes understanding consumer behavior, market research, and strategic communication, reflecting the growing demand for skilled marketing professionals across diverse industries in India. The curriculum is designed to be highly relevant to both traditional and digital marketing landscapes.
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 modern marketing techniques or career changers aiming to transition into the vibrant Indian marketing industry. Candidates with a keen interest in understanding market dynamics and consumer psychology will find this specialization particularly engaging.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths such as Brand Manager, Marketing Analyst, Digital Marketing Specialist, Sales Manager, or Market Research Executive. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning significantly more. Growth trajectories are robust in FMCG, retail, e-commerce, and IT sectors. The program also aligns with professional certifications in digital marketing and analytics.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
During Semesters 1 and 2, focus on building a strong foundation in all core management subjects like economics, accounting, and general management. Active participation in classroom discussions and diligent study habits for these foundational courses will provide a holistic business perspective crucial for marketing strategy later.
Tools & Resources
Textbooks, case studies discussed in class, peer study groups, business newspapers like The Economic Times
Career Connection
A solid understanding of overall business operations makes a marketing professional more effective in linking marketing initiatives to broader organizational goals and financial outcomes, highly valued in Indian corporates.
Enhance Communication & Presentation Skills- (Semester 1-2)
Actively participate in all communication workshops, group presentations, and public speaking opportunities. Practice crafting clear, concise, and persuasive messages, both verbal and written, which are vital for marketing and client interactions. Seek feedback from professors and peers to continuously improve.
Tools & Resources
Toastmasters International (if available locally), online courses on presentation skills (e.g., Coursera, LinkedIn Learning), mock presentation sessions
Career Connection
Strong communication skills are paramount for pitching marketing campaigns, presenting research findings, and engaging with diverse stakeholders, directly impacting placement readiness for roles like sales or brand management.
Begin Networking Early with Alumni & Faculty- (Semester 1-2)
Start building your professional network by connecting with Davan Institute alumni and faculty. Attend alumni events, industry guest lectures, and seek guidance on career paths and industry trends. These early connections can open doors to internships and mentorship opportunities.
Tools & Resources
LinkedIn, college alumni portal, college-organized networking events, faculty office hours
Career Connection
Early networking helps in understanding industry expectations, gaining insights into specific marketing roles, and securing referrals for summer internships, which are critical for final placements in India.
Intermediate Stage
Dive Deep into Marketing Electives & Concepts- (Semester 3)
As you enter Semesters 3, choose your marketing electives strategically based on your interests and career goals. Beyond classroom learning, read industry reports, marketing blogs, and case studies to understand the practical application of concepts like consumer behavior, digital marketing, and brand management in the Indian context.
Tools & Resources
Harvard Business Review cases, Marketing Week, The Economic Times Brand Equity, Google''''s Digital Garage
Career Connection
Deep specialization helps you build expertise, making you a strong candidate for niche marketing roles and giving you a competitive edge during interviews for Indian and global companies.
Seek Practical Exposure through Internships- (Summer after Semester 2 / Semester 3)
Actively pursue summer internships (typically after Semester 2 or 3) in marketing departments of companies in Davangere, Bengaluru, or other major cities. Focus on gaining hands-on experience in areas like market research, social media management, sales support, or campaign execution to apply theoretical knowledge.
Tools & Resources
College placement cell, internshala.com, LinkedIn Jobs, company career pages
Career Connection
Practical internship experience is highly valued by recruiters in India. It demonstrates your ability to apply concepts, learn on the job, and adds significant weight to your resume for final placements.
Participate in Marketing Competitions & Workshops- (Semester 3-4)
Engage in inter-collegiate marketing case study competitions, ad-making contests, and workshops on digital marketing tools. These platforms offer opportunities to test your analytical and creative skills, work in teams, and gain exposure to real-world marketing challenges faced by Indian businesses.
Tools & Resources
College marketing club, IIM/IIT organized competitions, industry association workshops, online platforms like Kaggle for data challenges
Career Connection
Winning or even participating in such events enhances your profile, provides tangible achievements for your resume, and develops problem-solving skills crucial for marketing roles.
Advanced Stage
Excel in Project Work and Dissertation- (Semester 4)
Leverage your Semester 4 project/dissertation as an opportunity to conduct in-depth research on a marketing problem relevant to the Indian industry. This demonstrates your research capabilities, analytical thinking, and commitment to a specific marketing domain. Choose a topic that aligns with your career aspirations.
Tools & Resources
Academic journals, industry reports, SPSS/R/Python for data analysis, faculty mentors
Career Connection
A well-executed project can be a strong talking point in interviews, showcasing your expertise and analytical rigor. It can also lead to publication or industry recognition, boosting your employability.
Intensive Placement Preparation & Mock Interviews- (Semester 4)
Focus heavily on placement preparation in your final semester. This includes refining your resume and cover letter, practicing aptitude tests, group discussions, and multiple rounds of mock interviews (both technical and HR). Tailor your preparation to the specific companies and roles you are targeting in the marketing sector.
Tools & Resources
Placement cell resources, online aptitude test platforms (e.g., Indiabix), YouTube channels for GD/interview tips, peer practice groups
Career Connection
Thorough preparation is critical for converting placement opportunities. It helps you articulate your skills and experiences effectively, showcasing your readiness for the corporate world.
Develop a Personal Brand & Online Portfolio- (Semester 3-4, continuous)
Start curating your professional online presence. Create a strong LinkedIn profile highlighting your skills, internships, projects, and certifications. For aspiring digital marketers, develop a portfolio website showcasing your work (e.g., social media campaigns, content pieces, analytics projects).
Tools & Resources
LinkedIn, Canva for design, personal website builders (e.g., Wix, WordPress), Google Drive for project archives
Career Connection
A strong personal brand and online portfolio can differentiate you from other candidates, especially for roles in digital marketing, and demonstrate your initiative and practical skills to potential employers.
Program Structure and Curriculum
Eligibility:
- Bachelor’s Degree of minimum 3 years duration recognized by UGC / AIU with not less than 50% (45% in case of SC/ST and Category – I candidates) of aggregate marks. Must have appeared for PGCET/ KMAT/ CMAT / MAT / XAT / ATMA/ GMAT.
Duration: 4 semesters / 2 years
Credits: 100 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1 | Management and Organizational Behavior | Core | 4 | Management Concepts, Organizational Behavior Foundations, Motivation and Leadership, Group Dynamics and Team Building, Organizational Culture and Change |
| 1.2 | Managerial Economics | Core | 4 | Economic Principles for Business, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Decisions, Macroeconomic Environment of Business |
| 1.3 | Accounting for Managers | Core | 4 | Financial Accounting Principles, Financial Statements Analysis, Cost Accounting Concepts, Budgeting and Variance Analysis, Management Control Systems |
| 1.4 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Companies Act, Consumer Protection Act |
| 1.5 | Business Statistics | Core | 4 | Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| 1.6 | Communication Skills for Managers | Core | 4 | Fundamentals of Business Communication, Verbal and Non-verbal Communication, Written Communication Skills, Presentation Skills, Interpersonal and Cross-Cultural Communication |
| 1.7 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Entrepreneurial Process, Business Plan Preparation, Funding for Startups, Small Scale Industries and Government Support |
| 1.8 | Computer Applications in Business | Core | 4 | Introduction to Information Systems, MS Office for Business, Database Management Systems, Networking and Internet Applications, E-commerce and Digital Transformation |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 2.1 | Marketing Management | Core | 4 | Marketing Concepts and Environment, Market Segmentation, Targeting, Positioning, Product Life Cycle and Pricing Strategies, Distribution Channels and Supply Chain, Promotion Mix and Integrated Marketing Communication |
| 2.2 | Human Resource Management | Core | 4 | HRM Functions and Roles, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Appraisal and Compensation Management |
| 2.3 | Financial Management | Core | 4 | Financial Management Goals, Capital Budgeting Decisions, Cost of Capital, Working Capital Management, Dividend Policy Decisions |
| 2.4 | Research Methods for Management | Core | 4 | Research Process and Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Presentation |
| 2.5 | Operations Management | Core | 4 | Operations Strategy, Product and Process Design, Location and Layout Planning, Inventory Management, Quality Management and TQM |
| 2.6 | Production and Operations Research | Core | 4 | Introduction to Operations Research, Linear Programming, Transportation and Assignment Problems, Queuing Theory, Decision Theory and Game Theory |
| 2.7 | Supply Chain Management | Core | 4 | Supply Chain Fundamentals, Logistics Management, Inventory and Warehousing, Transportation Management, Supply Chain Performance Measurement |
| 2.8 | Organizational Development and Change | Core | 4 | Foundations of OD, OD Interventions, Managing Resistance to Change, Organizational Culture and Climate, Future of OD |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3.1 | Strategic Management | Core | 4 | Strategic Management Process, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control and Evaluation |
| 3.2 | International Business | Core | 4 | Globalization and International Business, International Trade Theories, Foreign Direct Investment, International Financial Management, Cross-Cultural Management |
| M3.1 | Consumer Behavior | Marketing Elective | 4 | Introduction to Consumer Behavior, Individual Influences on Behavior, Group Influences on Behavior, Consumer Decision Making Process, Consumerism and Ethics |
| M3.2 | Marketing Research | Marketing Elective | 4 | Marketing Research Process, Research Design, Data Collection Methods, Measurement and Scaling, Data Analysis and Interpretation |
| M3.3 | Integrated Marketing Communication | Marketing Elective | 4 | IMC Fundamentals, Advertising Management, Sales Promotion, Public Relations and Publicity, Direct Marketing and Personal Selling |
| M3.4 | Sales and Distribution Management | Marketing Elective | 4 | Role of Sales Management, Sales Force Recruitment and Training, Sales Territory and Quota Management, Channel Management and Design, Logistics and Physical Distribution |
| M3.5 | Services Marketing | Marketing Elective | 4 | Nature of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Managing Service Encounters |
| M3.6 | Retail Management | Marketing Elective | 4 | Introduction to Retailing, Retail Formats and Strategies, Merchandise Management, Retail Pricing and Promotion, Store Management and Layout |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 4.1 | Business Ethics and Corporate Governance | Core | 4 | Ethical Theories in Business, Corporate Social Responsibility, Models of Corporate Governance, Role of Board of Directors, Stakeholder Management |
| 4.2 | Project Work / Internship | Project | 8 | Problem Identification and Formulation, Literature Review, Research Methodology and Data Collection, Data Analysis and Interpretation, Report Writing and Presentation |
| M4.1 | Brand Management | Marketing Elective | 4 | Brand Fundamentals, Brand Identity and Positioning, Brand Equity Measurement, Brand Extension and Line Extension, Global Branding Strategies |
| M4.2 | Digital Marketing | Marketing Elective | 4 | Digital Marketing Ecosystem, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| M4.3 | Rural Marketing | Marketing Elective | 4 | Indian Rural Market Overview, Rural Consumer Behavior, Product and Pricing Strategies for Rural Markets, Rural Distribution Challenges, Rural Communication Strategies |
| M4.4 | International Marketing | Marketing Elective | 4 | Global Marketing Environment, Market Entry Strategies, International Product and Pricing Decisions, Global Distribution and Logistics, International Promotion Strategies |
| M4.5 | Industrial Marketing | Marketing Elective | 4 | Business-to-Business Marketing Fundamentals, Organizational Buying Behavior, Industrial Market Segmentation and Targeting, Product and Service Strategies for B2B, B2B Pricing and Distribution |
| M4.6 | Customer Relationship Management | Marketing Elective | 4 | CRM Concepts and Objectives, CRM Process and Strategy, Customer Data Management, Customer Loyalty and Retention, CRM Technologies and Implementation |
