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MBA in Marketing at Edurite College of Administration & Management Studies
Shivamogga, Karnataka
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About the Specialization
What is Marketing at Edurite College of Administration & Management Studies Shivamogga?
This Marketing program at Edurite College of Management Studies focuses on equipping future managers with comprehensive skills in dynamic market analysis, strategic brand building, and consumer engagement. Aligned with India''''s rapidly evolving consumer landscape and digital transformation, the curriculum emphasizes both traditional marketing tenets and contemporary digital strategies. The program prepares students to navigate the complexities of diverse Indian markets, from urban hubs to emerging rural segments, fostering innovation and adaptability.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the vibrant marketing industry, particularly those aspiring for roles in brand management, digital marketing, or market research. It also suits working professionals looking to upskill in specialized marketing domains or career changers transitioning into marketing from other fields. Candidates with a passion for consumer insights, creative problem-solving, and effective communication will find this specialization particularly rewarding.
Why Choose This Course?
Graduates of this program can expect promising career paths in leading Indian companies and multinational corporations operating in India. Typical roles include Marketing Manager, Brand Manager, Digital Marketing Specialist, Market Research Analyst, and Sales Manager, with entry-level salaries ranging from INR 4-7 LPA and growing significantly with experience. The program enhances analytical, strategic, and communication skills, aligning with industry demand for agile marketing professionals capable of driving business growth in a competitive environment.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus intently on core MBA subjects like Marketing Management, Managerial Economics, and Accounting for Management. Develop a holistic understanding of business operations which forms the bedrock for specialized marketing concepts. Actively participate in case studies and discussions to apply theoretical knowledge to practical scenarios.
Tools & Resources
Harvard Business Review cases, NPTEL courses on foundational management, The Economic Times, Mint (business newspapers)
Career Connection
A solid understanding of overall business functions makes marketing professionals more strategic and enables them to align marketing goals with broader organizational objectives, crucial for leadership roles.
Develop Analytical & Research Skills- (Semester 1-2)
Pay close attention to Business Statistics and Research Methodology. Master data interpretation and basic statistical tools. Conduct mini-research projects or surveys on consumer behavior to gain practical experience in data collection and analysis, which is vital for market research and campaign effectiveness measurement.
Tools & Resources
SPSS/R/Excel for data analysis, Online tutorials for statistical software, Google Forms/SurveyMonkey
Career Connection
Strong analytical skills are highly valued in marketing for understanding market trends, evaluating campaign ROI, and making data-driven decisions, leading to roles in market intelligence or marketing analytics.
Enhance Communication & Presentation Skills- (Semester 1-2)
Utilize opportunities in every class to improve verbal and written communication. Actively participate in group presentations, debates, and public speaking events. Seek feedback on presentation style and content. Join college clubs focused on communication or public speaking.
Tools & Resources
Toastmasters International clubs (if available), Presentation software like PowerPoint/Canva, Online courses on public speaking
Career Connection
Effective communication is paramount in marketing for pitching ideas, presenting campaigns, interacting with clients, and building strong professional relationships. This directly impacts career progression and leadership potential.
Intermediate Stage
Deep Dive into Marketing Electives & Industry Insights- (Semester 3)
Actively engage with specialization subjects like Consumer Behavior and Services Marketing. Connect theoretical frameworks to real-world marketing campaigns and strategies used by Indian companies. Participate in marketing workshops, industry webinars, and guest lectures to gain practical insights and network with professionals.
Tools & Resources
Industry reports (e.g., Nielsen, KPMG), Marketing journals, LinkedIn for professional networking, Marketing forums
Career Connection
In-depth knowledge of specialized marketing areas makes students attractive to companies looking for specific expertise, leading to roles in product management, brand management, or service marketing.
Strategic Internship & Project Execution- (Semester 3 (during summer break))
Treat the Summer Internship Project as a critical learning opportunity. Choose an internship that aligns with your marketing interests (e.g., market research, digital marketing, sales). Focus on delivering tangible results and building a strong project report. Seek mentorship from industry professionals during the internship.
Tools & Resources
Project management tools, Institutional faculty guidance, Corporate mentors
Career Connection
A successful internship provides hands-on experience, builds a professional network, and often converts into pre-placement offers, significantly boosting placement prospects. It demonstrates practical application of learned concepts.
Proactive Digital Marketing Acumen Development- (Semester 3)
While Digital Marketing is a Semester 4 elective, proactively start learning about its fundamentals in Semester 3. Explore online courses on SEO, SEM, social media marketing, and content creation. Understand the impact of digital channels on consumer behavior and brand building, particularly in the Indian context.
Tools & Resources
Google Analytics Academy, HubSpot Academy, SEMrush/Ahrefs free tools, Coursera/edX courses on digital marketing
Career Connection
Digital marketing skills are indispensable in today''''s job market, opening doors to roles like Digital Marketing Specialist, Social Media Manager, or SEO Analyst, which are in high demand in India.
Advanced Stage
Master Advanced Marketing Specializations- (Semester 4)
Excel in advanced marketing electives like Brand Management, Digital Marketing, Rural & Agricultural Marketing, and Retail Management. Participate in marketing competitions (e.g., brand strategy challenges, digital marketing hackathons). Develop a strong portfolio of projects and case studies demonstrating your expertise in these areas.
Tools & Resources
Advanced marketing analytics platforms (e.g., Adobe Analytics), Industry case studies, Marketing simulation games
Career Connection
Deep specialization makes you a sought-after expert in niche marketing domains, leading to senior or specialized roles in brand strategy, e-commerce, or rural market development.
Strategic Dissertation & Placement Preparation- (Semester 4)
Choose a dissertation topic that integrates your marketing specialization and provides practical insights relevant to industry. Meticulously conduct research and present your findings. Simultaneously, actively prepare for placements by tailoring your resume, practicing interview skills, and attending placement workshops.
Tools & Resources
Academic databases, Research methodologies, Career services center, Mock interview platforms
Career Connection
A well-executed dissertation showcases research capability and specialized knowledge, enhancing your profile. Focused placement preparation is crucial for securing desired roles in top companies.
Build Professional Network & Thought Leadership- (Semester 4)
Attend industry conferences, connect with alumni, and actively engage with marketing professionals on platforms like LinkedIn. Seek opportunities to publish articles or present papers on marketing topics, establishing yourself as a thought leader. This expands your network and opens doors to future career opportunities.
Tools & Resources
LinkedIn, Industry associations (e.g., IAMAI, DMAi), Professional networking events, Alumni portals
Career Connection
A strong professional network is invaluable for mentorship, job referrals, and staying updated on industry trends, which significantly aids long-term career growth and leadership aspirations.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree with minimum 50% marks (45% for SC/ST/Cat-I candidates) from a recognized University (as per Kuvempu University norms).
Duration: 4 Semesters / 2 Years
Credits: 106 Credits
Assessment: Internal: 20%, External: 80%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1 | Management Process & Organizational Behaviour | Core | 4 | Management Concepts and Functions, Planning, Organizing, Staffing, Directing, Controlling, Organizational Behaviour Foundations, Perception, Motivation, Leadership Theories, Group Dynamics and Organizational Culture |
| 1.2 | Managerial Economics | Core | 4 | Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Pricing Strategies, Macroeconomic Environment, Business Cycles and National Income |
| 1.3 | Accounting for Management | Core | 4 | Financial Accounting Principles, Cost Accounting Concepts, Management Accounting Tools, Financial Statement Analysis, Fund Flow and Cash Flow Statements |
| 1.4 | Business Statistics | Core | 4 | Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| 1.5 | Business Law | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Consumer Protection Act, Introduction to Company Law |
| 1.6 | Computer Applications in Business | Core | 4 | MS Office Suite for Business, Internet and E-commerce Fundamentals, Database Management Systems Basics, Business Data Analysis Tools, Cyber Security Concepts |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 2.1 | Human Resource Management | Core | 4 | HR Planning and Recruitment, Selection and Induction, Training and Development, Performance Management and Appraisal, Compensation and Employee Relations |
| 2.2 | Marketing Management | Core | 4 | Marketing Environment and Research, Consumer and Industrial Buyer Behaviour, Market Segmentation, Targeting, Positioning, Product Life Cycle and Pricing Strategies, Promotion and Distribution Channels |
| 2.3 | Financial Management | Core | 4 | Goals of Financial Management, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Dividend Policy Decisions |
| 2.4 | Operations Management | Core | 4 | Production System Design, Facility Location and Layout, Inventory Management, Quality Management and Control, Supply Chain Management Fundamentals |
| 2.5 | Research Methodology | Core | 4 | Research Design and Problem Formulation, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Research Ethics |
| 2.6 | Entrepreneurship Development | Core | 4 | Entrepreneurial Process and Characteristics, Business Plan Preparation, Funding Sources for Startups, Small Business Management, Innovation and Creativity in Business |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3.1 | Strategic Management | Core | 4 | Strategic Planning Process, Environmental Scanning and Analysis, Strategy Formulation and Choice, Strategy Implementation and Control, Corporate Governance and Social Responsibility |
| 3.2 | International Business | Core | 4 | Globalization and International Trade Theories, WTO and Regional Economic Integration, Foreign Exchange Markets, International Financial Management, International Marketing and HR Management |
| 3.3 | E-Business | Core | 4 | E-commerce Models and Strategies, Digital Marketing and Advertising, E-payment Systems and Security, E-CRM and E-SCM, Legal and Ethical Issues in E-business |
| 3.4 | Business Ethics & Corporate Governance | Core | 4 | Ethical Theories in Business, Corporate Social Responsibility, Stakeholder Management, Ethical Decision Making, Corporate Governance Models and Practices |
| 3.5 MK | Consumer Behaviour | Elective - Marketing | 4 | Consumer Decision Making Process, Psychological Influences on Consumers, Cultural and Social Factors, Reference Groups and Family Influence, Organizational Buyer Behavior |
| 3.6 MK | Services Marketing | Elective - Marketing | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Marketing Mix for Services (7 Ps), Service Design and Delivery, Internal Marketing and Customer Relationship Management |
| 3.7 SS | Soft Skills Development | Skill Development | 2 | Communication Skills (Verbal & Non-verbal), Presentation Skills, Interview and Group Discussion Techniques, Teamwork and Leadership, Conflict Resolution and Time Management |
| 3.8 SIP | Summer Internship Project | Project | 2 | Problem Identification and Objectives, Methodology and Data Collection, Analysis and Interpretation of Findings, Report Writing and Presentation, Industry Exposure and Practical Application |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 4.1 | Corporate Law | Core | 4 | Companies Act Provisions, SEBI Regulations and Capital Markets, Competition Law in India, Mergers and Acquisitions, Intellectual Property Rights |
| 4.2 | Management Information System | Core | 4 | Information Systems Concepts, Database Management Systems, Decision Support Systems, Enterprise Resource Planning (ERP), Customer Relationship Management (CRM) |
| 4.3 MK | Brand Management | Elective - Marketing | 4 | Brand Identity and Positioning, Brand Equity and Valuation, Brand Extension Strategies, Brand Communication and Revitalization, Global Branding Challenges |
| 4.4 MK | Rural & Agricultural Marketing | Elective - Marketing | 4 | Rural Consumer Behaviour, Rural Market Segmentation, Marketing Mix for Rural Markets, Microfinance and Rural Distribution, Agricultural Marketing and Supply Chain |
| 4.5 MK | Digital Marketing | Elective - Marketing | 4 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| 4.6 MK | Retail Management | Elective - Marketing | 4 | Retail Formats and Theories, Store Location and Layout, Merchandise Management, Retail Pricing and Promotion, Store Operations and CRM in Retail |
| 4.7 DIS | Project Dissertation | Project | 6 | Research Problem Identification, Literature Review and Hypothesis, Research Methodology and Design, Data Analysis and Interpretation, Findings, Conclusion, and Recommendations |
