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MBA in Marketing at G. L. Bajaj Institute of Management & Research
Gautam Buddha Nagar, Uttar Pradesh
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About the Specialization
What is Marketing at G. L. Bajaj Institute of Management & Research Gautam Buddha Nagar?
This Marketing specialization program at G.L. Bajaj Institute of Management and Research, affiliated with AKTU, focuses on equipping future leaders with comprehensive skills in consumer insights, brand management, sales, digital marketing, and strategic marketing. The program emphasizes an analytical and practical approach, preparing students for the dynamic and competitive Indian market by covering both traditional and contemporary marketing challenges.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into the marketing domain, particularly those with a keen interest in consumer behavior, market trends, and brand building. It also caters to working professionals aiming to upskill in specialized marketing areas like digital marketing or analytics, and career changers looking to transition into the fast-evolving marketing industry in India.
Why Choose This Course?
Graduates of this program can expect diverse career paths in Indian companies and MNCs operating in India, including roles such as Marketing Manager, Brand Manager, Sales Manager, Digital Marketing Specialist, Market Research Analyst, and Product Manager. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals earning significantly higher. The program also aligns with skill sets required for professional certifications in digital marketing and analytics, boosting growth trajectories.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Actively engage with core subjects like Marketing Management, Business Statistics, and Financial Management. Utilize study groups, online resources like Coursera or edX for foundational business courses, and internal institute workshops to build a strong theoretical base. This ensures a solid understanding of how marketing integrates with other business functions, crucial for strategic decision-making in later stages and for cracking general management rounds during placements.
Tools & Resources
Coursera, edX, Institute Workshops, Study Groups
Career Connection
Develops a holistic business perspective, essential for strategic marketing roles and success in general management interviews during placements.
Develop Analytical and Communication Skills- (Semester 1-2)
Focus on improving data interpretation through Business Analytics labs and case study discussions. Participate in debates, presentations, and communication workshops to hone verbal and written communication. Tools like MS Excel for data manipulation and LinkedIn Learning for presentation skills are invaluable. Strong analytical skills are essential for market research and campaign analysis, while effective communication is paramount for client interaction and team collaboration in marketing roles.
Tools & Resources
MS Excel, LinkedIn Learning, Case Study Competitions, Institute Debates
Career Connection
Enhances abilities for market research, campaign analysis, effective client interaction, and professional communication, highly valued in marketing careers.
Proactive Industry Exposure through Webinars and Readings- (Semester 1-2)
Attend industry webinars, read business magazines (e.g., Business Today, Economic Times), and follow marketing thought leaders on LinkedIn. This helps in understanding current market trends, company strategies, and emerging technologies. Regularly summarize key insights to connect theoretical knowledge with practical applications, providing valuable talking points during interviews and enriching project work.
Tools & Resources
Business Today, Economic Times, LinkedIn, Industry Webinars
Career Connection
Keeps students updated on industry trends, making them more knowledgeable and articulate in interviews and better prepared for real-world marketing challenges.
Intermediate Stage
Deep Dive into Marketing Specialization and Live Projects- (Semester 3)
Intensely focus on the chosen marketing electives in Semester 3, such as Consumer Behavior, Marketing Research, or Digital Marketing. Actively seek out live industry projects or case studies related to these areas, possibly through the institute''''s industry collaboration cell or faculty guidance during the Summer Internship Project (SIP). Platforms like HubSpot Academy for digital marketing certifications or NISM for market research can complement classroom learning. This deep specialization is critical for building expertise and creating a robust portfolio for targeted marketing roles.
Tools & Resources
HubSpot Academy, NISM Certifications, Institute Industry Cell, Faculty Mentorship
Career Connection
Builds specialized expertise and a strong project portfolio, which is essential for securing targeted marketing roles and demonstrating practical application of knowledge.
Strategic Networking and Internship Excellence- (Semester 3)
Leverage the institute''''s alumni network and participate in industry events, conferences, and seminars to build professional connections. Excel in the mandatory Summer Internship Project (SIP) by identifying a challenging problem, applying theoretical knowledge, and delivering measurable outcomes. Seek mentorship from industry professionals during this period. Strong networking can open doors to placements and future collaborations, while a successful internship often leads to pre-placement offers and invaluable practical experience.
Tools & Resources
Alumni Network, Industry Events, LinkedIn, Mentorship Programs
Career Connection
Expands professional contacts for future career opportunities and significantly enhances placement prospects, including potential pre-placement offers.
Case Study Analysis and Problem-Solving- (Semester 3)
Actively participate in case study competitions and classroom discussions, analyzing real-world marketing challenges faced by Indian businesses. Practice structured problem-solving and critical thinking using frameworks learned in strategic management. Resources like Harvard Business Review case studies or online platforms like Dare2Compete can provide diverse scenarios. This hones strategic thinking, a crucial skill for marketing managers in a competitive market.
Tools & Resources
Harvard Business Review, Dare2Compete, Classroom Discussions, Strategic Frameworks
Career Connection
Develops critical thinking and problem-solving skills, highly valued for strategic marketing roles and effective decision-making in the Indian market.
Advanced Stage
Master Advanced Marketing Analytics and Strategy- (Semester 4)
For specialization subjects in Semester 4 like Marketing Analytics and Strategic Marketing, delve deeper into advanced tools and frameworks. Utilize specialized software (e.g., R, Python for statistical analysis) and apply strategic models to complex business scenarios. Online courses on advanced analytics or strategic planning from platforms like edX can provide further depth. This prepares students for data-driven decision-making and high-level strategic roles in the marketing domain.
Tools & Resources
R/Python, edX/Coursera Advanced Courses, Marketing Analytics Software
Career Connection
equips students for data-driven marketing roles and high-level strategic positions, offering a competitive edge in the job market.
Placement Preparation and Mock Interviews- (Semester 4)
Dedicate significant time to placement preparation, focusing on resume building, interview skills, and group discussion practice. Regularly participate in mock interviews tailored for marketing roles, covering behavioral, technical, and case-based questions. Leverage the career services cell of the institute for guidance and workshops. This structured approach ensures readiness for the competitive recruitment process in top Indian and international companies.
Tools & Resources
Institute Career Services Cell, Mock Interviews, Resume Workshops, Group Discussion Practice
Career Connection
Significantly increases chances of securing desired marketing placements by refining interview performance and overall readiness for recruitment drives.
Dissertation and Industry-Relevant Research- (Semester 4)
Undertake the Dissertation (Project Work) on a contemporary and industry-relevant marketing topic. This involves rigorous research, data collection, analysis, and report writing, culminating in a defense. Collaborate with industry mentors if possible for real-world data and insights. A well-executed dissertation showcases independent research capabilities, critical thinking, and a deep understanding of a specific marketing challenge, enhancing credibility for future roles.
Tools & Resources
Research Databases, Industry Mentors, Statistical Software (SPSS/R), Academic Writing Guides
Career Connection
Demonstrates independent research and problem-solving abilities, highly valued for roles requiring strategic insight and analytical rigor, boosting professional credibility.
Program Structure and Curriculum
Eligibility:
- Graduates (10+2+3) or (10+2+4) from any recognized University with minimum 50% marks (45% for SC/ST category candidates) as per G.L. Bajaj Institute website.
Duration: 4 semesters (2 years)
Credits: 88 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| KMB 101 | Management Concepts and Organizational Behavior | Core | 4 | Management Principles and Functions, Organizational Structure and Design, Individual Behavior (Personality, Perception), Group Dynamics and Teamwork, Motivation, Leadership, and Conflict Management |
| KMB 102 | Managerial Economics | Core | 4 | Economic Principles for Business Decisions, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Macroeconomic Environment and Business Cycles |
| KMB 103 | Business Environment and Legal Aspects | Core | 4 | Indian and Global Business Environment, Economic, Political, Social, Technological Factors, Legal Framework of Business, Contract Law and Company Law, Consumer Protection and Competition Law |
| KMB 104 | Business Statistics | Core | 4 | Data Collection and Presentation, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| KMB 105 | Accounting for Management | Core | 4 | Financial Accounting Principles, Cost and Management Accounting Concepts, Financial Statement Analysis, Budgeting and Variance Analysis, Fund Flow and Cash Flow Statements |
| KMB 106 | Business Communication | Core | 2 | Communication Process and Barriers, Types of Business Communication, Verbal and Non-Verbal Communication, Report Writing and Business Correspondence, Presentation Skills and Group Discussions |
| KMB 107 | Computer Applications in Management (Lab) | Lab | 2 | MS Office (Word, Excel, PowerPoint) for Business, Data Analysis with Spreadsheets, Database Concepts and Management, Internet and Web Technologies for Business, Introduction to Business Software |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| KMB 201 | Financial Management | Core | 4 | Objectives of Financial Management, Capital Budgeting Decisions, Cost of Capital and Capital Structure, Working Capital Management, Dividend Decisions and Valuation |
| KMB 202 | Human Resource Management | Core | 4 | HR Functions and Strategic HRM, HR Planning, Recruitment, and Selection, Training and Development, Performance Management and Compensation, Industrial Relations and Employee Welfare |
| KMB 203 | Marketing Management | Core | 4 | Core Marketing Concepts and Philosophies, Marketing Environment Analysis, Consumer and Business Markets, Segmentation, Targeting, and Positioning, Product, Price, Place, Promotion (4 Ps) |
| KMB 204 | Operations Management | Core | 4 | Production Systems and Operations Strategy, Facility Location and Layout, Capacity Planning and Aggregate Planning, Inventory Management and Materials Planning, Quality Management and Supply Chain Management |
| KMB 205 | Business Research Methods | Core | 4 | Research Process and Design, Data Collection Methods (Primary and Secondary), Sampling Techniques and Sample Design, Questionnaire Design and Scaling Techniques, Data Analysis, Interpretation, and Report Writing |
| KMB 206 | Operations Research | Core | 2 | Introduction to Operations Research, Linear Programming and Simplex Method, Transportation and Assignment Problems, Queuing Theory and Network Analysis (PERT/CPM), Decision Theory and Game Theory |
| KMB 207 | Business Analytics (Lab) | Lab | 2 | Introduction to Data and Business Analytics, Descriptive, Predictive, and Prescriptive Analytics, Data Visualization Techniques, Statistical Software (e.g., R/Python) for Analytics, Applications of Analytics in Business |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| KMB 301 | Strategic Management | Core | 4 | Strategic Management Process, Environmental Analysis (SWOT, PESTEL), Strategy Formulation (Corporate, Business, Functional), Strategy Implementation and Evaluation, Corporate Governance and Business Ethics |
| KMB 302 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship and Innovation, New Venture Creation Process, Business Plan Development, Funding and Legal Aspects of Start-ups, Growth Strategies and Social Entrepreneurship |
| KMB 303 | Summer Internship Project (SIP) | Project | 2 | Project Identification and Literature Review, Data Collection and Methodology, Data Analysis and Interpretation, Report Writing and Presentation, Application of Management Concepts |
| KMBME-01 | Consumer Behavior | Elective (Marketing) | 2.5 | Consumer Decision Making Process, Cultural and Social Influences on Consumers, Individual Determinants of Consumer Behavior, Psychological Processes (Motivation, Perception), Consumer Research and Marketing Implications |
| KMBME-02 | Sales and Distribution Management | Elective (Marketing) | 2.5 | Role of Sales in Marketing Strategy, Sales Force Management (Recruitment, Training), Sales Forecasting and Quota Setting, Channel Design and Management, Logistics and Supply Chain for Distribution |
| KMBME-03 | Marketing Research | Elective (Marketing) | 2.5 | Marketing Research Process, Exploratory, Descriptive, Causal Research Designs, Data Collection (Qualitative and Quantitative), Measurement, Scaling, and Questionnaire Design, Sampling, Data Analysis, and Report Writing |
| KMBME-04 | Services Marketing | Elective (Marketing) | 2.5 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Customer Relationship Management in Services |
| KMBME-05 | Retail Management | Elective (Marketing) | 2.5 | Retail Formats and Theories, Retail Location and Store Layout, Merchandising and Category Management, Retail Pricing and Promotion, E-tailing and Retail Analytics |
| KMBME-06 | Integrated Marketing Communication | Elective (Marketing) | 2.5 | IMC Planning Process, Advertising Management, Sales Promotion and Public Relations, Personal Selling and Direct Marketing, Digital Marketing Communication and Media Planning |
| KMBME-07 | Rural Marketing | Elective (Marketing) | 2.5 | Rural Environment and Consumer Behavior, Product Strategy for Rural Markets, Pricing Strategies in Rural Areas, Rural Distribution Channels, Communication Strategies for Rural Consumers |
| KMBME-08 | International Marketing | Elective (Marketing) | 2.5 | Global Marketing Environment Analysis, International Market Entry Strategies, Product and Service Adaptation, International Pricing Strategies, Global Distribution and Communication |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| KMB 401 | Corporate Social Responsibility, Ethics and Governance | Core | 4 | Concepts of CSR and Business Ethics, Corporate Governance Models and Frameworks, Stakeholder Management and Sustainability, Ethical Decision Making in Business, CSR Initiatives in India |
| KMB 402 | Dissertation (Project Work) | Project | 4 | Research Problem Formulation, Methodology and Data Analysis, Findings and Discussion, Conclusions and Recommendations, Academic Report Writing and Presentation |
| KMB 403 | Comprehensive Viva-Voce | Assessment | 2 | Overall Business Acumen, Specialization Knowledge, Internship Experience Insights, Dissertation Understanding, Communication and Presentation Skills |
| KMBME-09 | Digital and Social Media Marketing | Elective (Marketing) | 2.5 | Digital Marketing Ecosystem, Search Engine Optimization (SEO) and SEM, Social Media Marketing Strategies, Content Marketing and Email Marketing, Mobile Marketing and Digital Analytics |
| KMBME-10 | Product and Brand Management | Elective (Marketing) | 2.5 | Product Life Cycle and Development, Branding Strategies and Brand Equity, Brand Positioning and Re-positioning, Brand Portfolio and Extensions, Packaging and Labeling Decisions |
| KMBME-11 | Marketing Analytics | Elective (Marketing) | 2.5 | Data Sources for Marketing Decisions, Statistical Tools for Marketing Analysis, Customer Analytics and Segmentation, Campaign and Web Analytics, Predictive Modeling in Marketing |
| KMBME-12 | Strategic Marketing | Elective (Marketing) | 2.5 | Market Orientation and Competitive Advantage, Strategic Market Planning Process, Value Creation and Delivery, Product-Market Strategies, Marketing Metrics and Performance Measurement |
