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MBA in Marketing at Dayananda Sagar College of Engineering
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Dayananda Sagar College of Engineering Bengaluru?
This Marketing program at Dayananda Sagar College of Engineering focuses on developing dynamic professionals equipped for India''''s evolving market. It emphasizes strategic marketing, consumer insights, and digital trends, reflecting the vibrant Indian consumer landscape. The curriculum is designed to impart skills crucial for brand building, market penetration, and leveraging technology for effective outreach, crucial for businesses operating within India.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the marketing domain, aspiring brand managers, and sales professionals looking to enhance their strategic capabilities. It also caters to working professionals aiming to upskill in digital marketing or pivot into core marketing roles. A bachelor''''s degree with a keen interest in business and consumer dynamics is a prerequisite.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including roles in brand management, digital marketing, sales leadership, and market research. Entry-level salaries typically range from INR 4-7 LPA, growing significantly with experience. Growth trajectories lead to senior marketing positions in FMCG, tech, retail, and e-commerce sectors, aligning with industry demand for skilled professionals.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Dedicate time to thoroughly understand core subjects like Marketing Management, Accounting for Managers, and Business Statistics. Form study groups to discuss complex topics and solve case studies collaboratively. This strengthens your analytical base for advanced marketing concepts.
Tools & Resources
VTU prescribed textbooks, Harvard Business Review cases, Excel for basic data analysis
Career Connection
A strong foundation in these areas is crucial for understanding business contexts, leading to better decision-making in marketing roles and stronger performance in placement tests.
Develop Communication & Presentation Skills- (Semester 1-2)
Actively participate in classroom discussions, present project work confidently, and join college clubs focused on public speaking or debates. Practice articulating marketing ideas clearly and persuasively, an essential skill for client interactions.
Tools & Resources
College Debate Clubs, Presentation software like PowerPoint/Canva, Public speaking workshops
Career Connection
Effective communication is paramount for marketing professionals, aiding in pitching ideas, client management, and achieving leadership positions. This directly impacts interview performance.
Initiate Industry & Market Awareness- (Semester 1-2)
Start reading business newspapers (e.g., Economic Times, Business Standard), marketing blogs, and industry reports (e.g., Nielsen, KPMG) to understand current market trends and consumer behavior in India. Follow key marketing leaders on LinkedIn.
Tools & Resources
Economic Times, Marketing Week, LinkedIn, Business Standard
Career Connection
Early awareness of market dynamics helps in making informed career choices and demonstrates initiative during internship and placement interviews, setting you apart as an insightful candidate.
Intermediate Stage
Engage in Practical Marketing Projects- (Semester 3)
Seek out opportunities for mini-projects, live case studies, or student consulting assignments, especially those involving digital marketing campaigns or market research for local businesses. Apply theoretical knowledge to real-world scenarios.
Tools & Resources
Google Analytics, Facebook Ads Manager, SurveyMonkey, Live projects offered by college
Career Connection
Practical experience is highly valued by recruiters. These projects build a portfolio, enhance problem-solving skills, and provide talking points for interviews, increasing internship and job prospects.
Network with Industry Professionals- (Semester 3)
Attend industry seminars, guest lectures, and marketing conclaves organized by the college or in Bengaluru. Connect with alumni and marketing leaders on LinkedIn, seeking mentorship and insights into career paths and industry expectations.
Tools & Resources
LinkedIn, Industry events portals, Alumni network events, Professional associations
Career Connection
Networking opens doors to internships, mentorship, and job opportunities. It provides exposure to industry best practices and helps in building a strong professional circle for long-term career growth.
Develop Digital Marketing & Analytics Skills- (Semester 3)
Enroll in online certification courses for digital marketing (e.g., Google Ads, HubSpot, SEO) and data analytics tools. Hands-on experience with these platforms is critical for modern marketing roles in India.
Tools & Resources
Google Digital Garage, HubSpot Academy, Coursera/edX courses on Digital Marketing, SEMrush
Career Connection
Proficiency in digital marketing and analytics is a non-negotiable skill for marketing roles today, making you highly competitive for roles in e-commerce, content marketing, and performance marketing.
Advanced Stage
Undertake a Comprehensive Marketing Dissertation/Project- (Semester 4)
Choose a relevant and challenging topic for your dissertation, ideally addressing a current marketing problem or opportunity in the Indian context. Focus on robust research methodology and actionable recommendations.
Tools & Resources
Research databases like JGate/EBSCO, Statistical software (SPSS, R), Academic journals
Career Connection
A well-executed dissertation showcases your research, analytical, and problem-solving abilities, which are critical for strategic roles and can be a significant differentiator during placements.
Intensify Placement Preparation and Mock Interviews- (Semester 4)
Actively participate in campus placement workshops, resume building sessions, and mock interviews. Tailor your resume and interview responses to specific marketing roles and companies, highlighting relevant projects and skills.
Tools & Resources
College Placement Cell, Online interview prep platforms like Pramp/AmbitionBox, Peer groups for mock interviews
Career Connection
Dedicated and targeted preparation significantly increases the chances of securing desirable placements. It builds confidence and refines your ability to articulate your value proposition.
Build a Professional Online Presence- (Semester 4)
Curate a professional LinkedIn profile, showcasing your skills, projects, certifications, and internship experiences. Consider creating a personal website or blog to demonstrate your marketing knowledge and thought leadership.
Tools & Resources
LinkedIn, WordPress/Wix for personal portfolio, Behance (for creative portfolios)
Career Connection
A strong online presence helps recruiters find you and validates your expertise. It''''s crucial for personal branding in the marketing industry and can open doors to unexpected opportunities.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree (minimum 3 years) in any discipline with 50% aggregate marks (45% for SC/ST candidates) from an approved university. Must have appeared for and secured a valid score in a recognized management entrance exam such as Karnataka PGCET, CMAT, MAT, KMAT, XAT, CAT, ATMA, or GMAT.
Duration: 4 semesters / 2 years
Credits: 102 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA11 | Indian Economic Environment & Policy | Core | 3 | Indian Economic Structure, Economic Policies, Inflation and Deflation, Monetary and Fiscal Policies, Global Economic Integration, Economic Reforms in India |
| 20MBA12 | Organization Behaviour & Human Resource Management | Core | 3 | Organizational Behavior Foundations, Individual Behavior, Group Dynamics, Leadership and Motivation, HRM Functions, Talent Management |
| 20MBA13 | Accounting for Managers | Core | 3 | Financial Accounting Principles, Financial Statements Analysis, Cost Accounting, Budgeting and Variance Analysis, Management Control Systems, Capital Budgeting |
| 20MBA14 | Business Statistics & Analytics | Core | 3 | Descriptive Statistics, Probability Distributions, Hypothesis Testing, Regression Analysis, Time Series Analysis, Statistical Software Applications |
| 20MBA15 | Marketing Management | Core | 3 | Marketing Concepts, Market Segmentation, Product Life Cycle, Pricing Strategies, Promotion Mix, Distribution Channels |
| 20MBA16 | Business Research Methods | Core | 3 | Research Design, Data Collection Techniques, Sampling Methods, Data Analysis Tools, Report Writing, Ethical Considerations in Research |
| 20MBA17 | Entrepreneurship & Start-ups | Core | 3 | Entrepreneurial Process, Business Idea Generation, Feasibility Analysis, Business Plan Development, Funding for Start-ups, Government Policies for Start-ups |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA21 | Strategic Management & Business Policy | Core | 3 | Strategic Management Process, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control, Corporate Governance |
| 20MBA22 | Financial Management | Core | 3 | Financial Goals, Capital Budgeting Decisions, Working Capital Management, Cost of Capital, Capital Structure, Dividend Policy |
| 20MBA23 | Operations Management | Core | 3 | Operations Strategy, Process Design, Capacity Planning, Inventory Management, Quality Management, Supply Chain Integration |
| 20MBA24 | Management Information Systems | Core | 3 | Information Systems Fundamentals, Database Management, Networking and Telecommunications, E-Business and E-Commerce Systems, Cybersecurity, Decision Support Systems |
| 20MBA25 | Business Law & Ethics | Core | 3 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Companies Act, Intellectual Property Rights, Ethical Decision Making |
| 20MBA26 | International Business | Core | 3 | Globalization, International Trade Theories, Foreign Direct Investment, Exchange Rate Mechanisms, International Marketing Strategies, Global Business Environment |
| 20MBA27 | Quantitative Techniques for Management | Core | 3 | Linear Programming, Transportation and Assignment Models, Network Analysis, Decision Theory, Queuing Theory, Simulation |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA31 | Project Management & Program Evaluation | Core | 3 | Project Life Cycle, Project Planning, Resource Allocation, Risk Management, Project Control, Program Evaluation Techniques |
| 20MBA32 | Business Analytics & Big Data | Core | 3 | Introduction to Business Analytics, Descriptive Analytics, Predictive Analytics, Prescriptive Analytics, Big Data Technologies, Data Visualization |
| 20MBA33 | Digital Business & E-Commerce | Core | 3 | Digital Economy, E-Commerce Models, Mobile Commerce, Digital Marketing, Cybersecurity in E-Business, E-Commerce Payment Systems |
| 20MBA34 | Supply Chain Management & Logistics | Core | 3 | Supply Chain Strategy, Logistics Management, Inventory Management, Transportation and Warehousing, Supply Chain Risk Management, Global Supply Chains |
| 20MBA35 | Summer Internship Project | Project | 4 | Industry Problem Identification, Data Collection and Analysis, Report Writing, Presentation Skills, Application of Management Concepts, Professional Networking |
| 20MBA3EM1 | Consumer Behavior | Elective - Marketing | 3 | Consumer Decision Process, Psychological Influences, Sociocultural Influences, Consumer Research, Attitude Formation, Post-Purchase Behavior |
| 20MBA3EM2 | Services Marketing | Elective - Marketing | 3 | Nature of Services, Service Quality, Service Design, Pricing of Services, Service Recovery, Managing Service Encounters |
| 20MBA3EM3 | Retail Management | Elective - Marketing | 3 | Retail Formats, Retail Location, Merchandise Management, Retail Pricing, Store Operations, E-Retailing |
| 20MBA3EM4 | Sales & Distribution Management | Elective - Marketing | 3 | Sales Management Process, Sales Force Recruitment, Training and Motivation, Sales Forecasting, Distribution Channels, Logistics in Distribution |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 20MBA41 | Strategic Human Resource Management | Core | 3 | SHRM Concepts, HR Planning, Talent Acquisition, Performance Management, Compensation and Benefits, Employee Relations |
| 20MBA42 | Indian Financial System & Markets | Core | 3 | Financial Institutions, Money Market, Capital Market, SEBI Regulations, Debt Market, Derivatives Market |
| 20MBA43 | Foreign Exchange Management | Core | 3 | Foreign Exchange Market, Exchange Rate Systems, Forex Exposure, Hedging Techniques, International Parity Conditions, RBI Regulations |
| 20MBA44 | Operations Research | Core | 3 | Linear Programming Extensions, Goal Programming, Dynamic Programming, Inventory Control Models, Game Theory, Markov Chains |
| 20MBA45 | Dissertation | Project | 8 | Problem Formulation, Literature Review, Methodology Design, Data Analysis, Thesis Writing, Research Presentation |
| 20MBA4EM1 | Marketing Research | Elective - Marketing | 3 | Marketing Research Process, Qualitative Research, Quantitative Research, Questionnaire Design, Data Analysis in Marketing, Ethical Issues in Research |
| 20MBA4EM2 | Product & Brand Management | Elective - Marketing | 3 | Product Life Cycle Strategies, New Product Development, Brand Equity, Brand Positioning, Brand Extensions, Brand Communications |
| 20MBA4EM3 | Integrated Marketing Communication | Elective - Marketing | 3 | IMC Process, Advertising Management, Sales Promotion, Public Relations, Personal Selling, Digital IMC Tools |
| 20MBA4EM4 | Digital Marketing & Social Media Analytics | Elective - Marketing | 3 | Digital Marketing Ecosystem, SEO and SEM, Content Marketing, Social Media Marketing, Email Marketing, Web and Social Media Analytics |
