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M-B-A in Marketing Management at Devi Ahilya Vishwavidyalaya
Indore, Madhya Pradesh
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About the Specialization
What is Marketing Management at Devi Ahilya Vishwavidyalaya Indore?
This Marketing Management program at Devi Ahilya Vishwavidyalaya, Indore, focuses on equipping students with advanced marketing knowledge and strategic decision-making skills crucial for the dynamic Indian market. It emphasizes modern marketing tools, digital strategies, and consumer insights, preparing future professionals for leadership roles in various sectors. The program''''s blend of theoretical foundations and practical applications distinguishes it, catering to evolving industry demands.
Who Should Apply?
This program is ideal for fresh graduates with a bachelor''''s degree seeking entry into marketing and sales roles, including marketing analysts, brand associates, and digital marketing executives. It also suits working professionals looking to upskill in specialized areas like digital marketing or brand management, enhancing their career trajectories. Career changers transitioning into the vibrant marketing industry will find the curriculum comprehensive for a strong foundation.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including brand management, market research, digital marketing, sales leadership, and advertising. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning significantly more. The program aligns with industry demands for certified digital marketing specialists and data-driven strategists, fostering growth in both Indian and multinational companies operating in India.
Student Success Practices
Foundation Stage
Solidify Business Fundamentals with Case Studies- (Semester 1-2)
Actively participate in class discussions and analyze real-world Indian business case studies for subjects like Managerial Economics, Financial Management, and Marketing Management. This helps in understanding theoretical concepts in practical Indian contexts.
Tools & Resources
Harvard Business Review cases (available via library), IIM Case Studies, Business Standard, Economic Times
Career Connection
Develops critical thinking, problem-solving, and decision-making skills essential for entry-level managerial roles and understanding business operations in India.
Enhance Quantitative & Communication Skills- (Semester 1-2)
Dedicate time to master Quantitative Techniques and Computer Applications (especially Excel for data analysis). Simultaneously, actively practice Business Communication skills through presentations, group discussions, and report writing workshops.
Tools & Resources
Online platforms like Coursera/NPTEL for Excel, Toastmasters International (if available), DAVV''''s language lab
Career Connection
Strong analytical skills are vital for market research, financial analysis, and data-driven marketing, while communication skills are paramount for corporate presentations and client interactions in the Indian business landscape.
Engage in Peer Learning & Study Groups- (Semester 1-2)
Form collaborative study groups with classmates to discuss difficult concepts, prepare for exams, and share insights. Organize mini-presentations and quizzes among group members to reinforce learning and build teamwork.
Tools & Resources
WhatsApp groups, Google Meet for online discussions, Library study rooms
Career Connection
Fosters teamwork, leadership, and networking abilities, crucial for working effectively in diverse teams within Indian organizations and for future professional collaborations.
Intermediate Stage
Pursue Specialization-Specific Internships & Projects- (Semester 3)
Secure a marketing-focused internship (e.g., in digital marketing, sales, brand management) during the semester break or engage in live projects with local businesses or NGOs in Indore. Apply theoretical knowledge from electives like Services Marketing or Retail Management.
Tools & Resources
College placement cell, LinkedIn, Internshala, Local business networks
Career Connection
Gaining practical experience in specific marketing domains significantly boosts resume value, helps identify career interests, and often leads to pre-placement offers in Indian companies.
Participate in Marketing Competitions & Workshops- (Semester 3-4)
Actively take part in inter-college marketing competitions, case study challenges, and workshops on emerging marketing trends (e.g., AI in marketing, influencer marketing).
Tools & Resources
Marketing clubs, Industry bodies (e.g., MMA India events), Online marketing communities
Career Connection
Develops strategic thinking, presentation skills, and exposure to industry-relevant problems, making students more competitive for specialized roles in the Indian marketing sector.
Build a Strong Digital Marketing Portfolio- (Semester 3-4)
Create a personal portfolio showcasing digital marketing skills. This could involve managing social media accounts for a small business, running Google Ads campaigns, or creating a content marketing blog, applying concepts from Digital & Social Media Marketing.
Tools & Resources
Google Analytics, Facebook Business Manager, Canva, WordPress, LinkedIn profile
Career Connection
A tangible digital portfolio is invaluable for demonstrating practical skills to recruiters, particularly for roles in the fast-growing Indian digital marketing landscape.
Advanced Stage
Conduct In-depth Project Work & Industry Research- (Semester 4)
Choose a project topic aligned with your career aspirations in Marketing (e.g., brand equity analysis for an Indian FMCG, rural market entry strategy). Conduct thorough primary and secondary research, applying Research Methodology concepts.
Tools & Resources
DAVV library databases, Market research reports (e.g., from Nielsen India, IMRB), Survey tools (Google Forms, SurveyMonkey)
Career Connection
Demonstrates expertise, analytical capabilities, and independent research skills, crucial for securing roles in market research, consulting, or strategic marketing within Indian companies.
Master Interview & Placement Preparation- (Semester 4)
Actively engage in mock interviews, group discussions, and resume-building workshops organized by the university''''s placement cell. Network with alumni and industry professionals to gain insights into specific company requirements and interview processes.
Tools & Resources
Placement Cell resources, Online interview practice platforms, LinkedIn for networking
Career Connection
Essential for converting academic success into career opportunities, ensuring readiness for the competitive Indian job market and securing desired placements in marketing and sales.
Cultivate Professional Networking & Personal Branding- (Semester 4)
Attend industry seminars, webinars, and alumni events to expand your professional network. Develop a strong personal brand on platforms like LinkedIn, showcasing your skills, projects, and marketing insights.
Tools & Resources
LinkedIn, Industry conferences (virtual/physical), Professional marketing associations
Career Connection
Networking opens doors to job opportunities, mentorship, and career advancement. A strong personal brand helps you stand out to recruiters and thought leaders in the Indian marketing ecosystem, facilitating long-term career growth.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in any discipline with a minimum of 50% marks (45% for SC/ST/OBC categories) from a recognized University.
Duration: 4 semesters / 2 years
Credits: 88 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 101 | Management Process & Organizational Behavior | Core | 4 | Introduction to Management, Planning and Organizing, Staffing, Directing, Controlling, Foundations of Organizational Behavior, Motivation and Leadership Theories, Group Dynamics and Team Building |
| 102 | Managerial Economics | Core | 4 | Nature and Scope of Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Profit Management, Macroeconomic Environment |
| 103 | Accounting for Management | Core | 4 | Financial Accounting Concepts, Preparation of Financial Statements, Ratio Analysis and Fund Flow Statement, Cash Flow Statement, Cost Accounting Principles, Budgetary Control and Variance Analysis |
| 104 | Business Environment | Core | 4 | Economic Environment, Political and Legal Environment, Socio-Cultural Environment, Technological Environment, Global Business Environment, Business Ethics and CSR |
| 105 | Quantitative Techniques | Core | 4 | Introduction to Quantitative Methods, Probability and Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Decision Theory, Linear Programming |
| 106 | Computer Applications in Management | Core | 4 | Fundamentals of Information Technology, MS Office (Word, Excel, PowerPoint), Database Management Systems, Internet and Web Technologies, E-commerce Concepts, Data Security and Privacy |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 201 | Marketing Management | Core | 4 | Core Marketing Concepts, Marketing Environment and Research, Consumer Behavior, Segmentation, Targeting, Positioning, Product and Pricing Decisions, Promotion and Place Decisions |
| 202 | Financial Management | Core | 4 | Goals of Financial Management, Sources of Finance and Cost of Capital, Capital Budgeting Decisions, Working Capital Management, Dividend Policy Decisions, Financial Forecasting and Planning |
| 203 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management and Appraisal, Compensation and Employee Relations |
| 204 | Production & Operations Management | Core | 4 | Operations Strategy and Productivity, Facility Location and Layout, Production Planning and Control, Inventory Management, Quality Management and TQM, Supply Chain Management |
| 205 | Research Methodology | Core | 4 | Nature and Scope of Research, Research Design, Sampling Design, Data Collection Methods, Measurement and Scaling, Data Analysis and Report Writing |
| 206 | Business Communication | Core | 4 | Communication Process and Types, Oral Communication Skills, Written Communication Skills, Business Correspondence, Presentation Skills, Cross-Cultural Communication |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MKT-301 | Consumer Behaviour & Marketing Research | Elective (Marketing) | 4 | Consumer Decision Making Process, Individual Influences on Behavior, Group and Cultural Influences, Marketing Research Process, Data Collection and Questionnaire Design, Data Analysis and Interpretation |
| MKT-302 | Integrated Marketing Communication | Elective (Marketing) | 4 | Concept of IMC, Advertising Management, Sales Promotion, Public Relations and Publicity, Personal Selling, Digital Marketing Communication |
| MKT-303 | Sales & Distribution Management | Elective (Marketing) | 4 | Sales Management Objectives and Policies, Sales Organization and Budgeting, Sales Force Management, Marketing Channels Decisions, Channel Management and Control, Logistics and Supply Chain |
| MKT-304 | Services Marketing | Elective (Marketing) | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Service Process and Physical Evidence, Service Pricing and Promotion, Managing Service Delivery, Integrated Service Marketing |
| MKT-305 | Retail Management | Elective (Marketing) | 4 | Retail Environment and Trends, Retail Formats and Theories, Retail Strategy and Planning, Merchandising and Category Management, Store Location and Layout, Retail Operations and CRM |
| MKT-306 | International Marketing | Elective (Marketing) | 4 | Global Marketing Environment, International Market Entry Strategies, International Product Decisions, International Pricing Strategies, Global Promotion Strategies, International Distribution Channels |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 401 | Project Work & Viva-Voce | Compulsory Project | 8 | Project Formulation and Design, Literature Review and Objectives, Data Collection and Analysis, Report Writing and Presentation, Research Ethics, Viva-Voce Examination |
| MKT-401 | Brand Management | Elective (Marketing) | 4 | Brand Identity and Brand Equity, Brand Positioning and Valuation, Designing Brand Marketing Programs, Measuring Brand Performance, Brand Architecture and Strategies, Managing Brands over Time |
| MKT-402 | Rural & Agricultural Marketing | Elective (Marketing) | 4 | Rural Market Environment in India, Rural Consumer Behavior, Product and Pricing Strategies for Rural Markets, Rural Distribution Challenges, Rural Communication Strategies, Marketing of Agricultural Products |
| MKT-403 | Industrial & Business to Business Marketing | Elective (Marketing) | 4 | Nature of B2B Markets, Organizational Buying Behavior, B2B Market Segmentation, Product and Service Decisions in B2B, B2B Pricing and Channel Management, B2B Communication Strategies |
| MKT-404 | Digital & Social Media Marketing | Elective (Marketing) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing Strategies, Content Marketing and Email Marketing, Web Analytics and Mobile Marketing |
| MKT-405 | Strategic Marketing | Elective (Marketing) | 4 | Marketing Strategy Formulation, Market Analysis and Competitive Advantage, Product Life Cycle Strategies, Strategic Alliances and Partnerships, Marketing Implementation and Control, Marketing Metrics and Performance |
| MKT-406 | Entrepreneurial Marketing | Elective (Marketing) | 4 | Marketing for Start-ups, Opportunity Identification and Validation, Lean Marketing Principles, Bootstrapping Marketing Efforts, Growth Hacking Strategies, Marketing Pitch and Storytelling |
