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MBA in Marketing at Global Academy of Technology
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Global Academy of Technology Bengaluru?
This Marketing program at Global Academy of Technology focuses on equipping future managers with a comprehensive understanding of market dynamics, consumer behavior, and strategic marketing techniques essential for the evolving Indian business landscape. The curriculum emphasizes both traditional and digital marketing approaches, preparing students to tackle contemporary challenges and leverage emerging opportunities in diverse industry sectors.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking to build a robust career in marketing, as well as working professionals looking to enhance their existing marketing skills or transition into a specialized marketing role. Individuals with a keen interest in consumer psychology, brand building, sales, and digital strategies, who aspire to lead marketing initiatives in dynamic Indian companies, will find this program highly beneficial.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding career paths as Brand Managers, Digital Marketing Specialists, Sales Managers, Market Research Analysts, and Product Managers within Indian and multinational companies operating in India. Entry-level salaries typically range from INR 4-7 lakhs per annum, with significant growth trajectories for experienced professionals. The program also aligns with certifications like Google Ads and HubSpot Marketing, boosting professional credibility.
Student Success Practices
Foundation Stage
Build a Strong Conceptual Base & Analytical Acumen- (Semester 1-2)
Focus on thoroughly understanding core management principles (Marketing, Finance, HR) and developing strong analytical skills by mastering business statistics and operations research concepts. Attend all lectures, actively participate in discussions, and clarify doubts immediately.
Tools & Resources
Textbooks, academic journals, online courses (e.g., Coursera, NPTEL for foundational management and analytics), peer study groups
Career Connection
A solid foundation is crucial for advanced specialization and future roles in strategic decision-making, ensuring a strong performance in early career stages.
Engage in Early Skill Development & Communication Enhancement- (Semester 1-2)
Utilize lab sessions effectively for practical applications of marketing and computer skills. Actively participate in presentations, debates, and group projects to hone business communication, teamwork, and presentation abilities.
Tools & Resources
Microsoft Office Suite (Excel for data, PowerPoint for presentations), business communication workshops, Toastmasters International clubs (if available), GAT''''s language/communication labs
Career Connection
Effective communication and basic software proficiency are non-negotiable skills for any management role, enhancing employability and professional interaction from day one.
Explore Industry Trends & Network Early- (Semester 1-2)
Read business newspapers (e.g., The Economic Times, Business Standard), follow industry specific blogs, and attend introductory seminars or webinars organized by the college or industry bodies. Start building a professional network by connecting with seniors and alumni.
Tools & Resources
LinkedIn, industry-specific newsletters, college alumni network events, basic market trend reports
Career Connection
Early exposure to industry trends helps in choosing specializations wisely and understanding real-world applications, making students more informed and connected for future opportunities.
Intermediate Stage
Deep Dive into Marketing Electives & Case Studies- (Semester 3)
Choose marketing electives carefully and immerse deeply in consumer behavior, sales management, advertising, and services marketing. Analyze real-world Indian and global marketing case studies to understand complex business problems and strategic solutions.
Tools & Resources
Harvard Business Review cases, IIM case studies, marketing journals, industry reports on specific brands, marketing simulations
Career Connection
Specializing early with a strong theoretical and practical grasp of marketing enhances expertise, making students highly desirable for specialized marketing roles and internships.
Secure a Meaningful Internship & Apply Learning- (Semester 3)
Actively seek and secure an internship in a marketing department of a reputable company, preferably in India. Focus on applying classroom knowledge to live projects, understanding organizational culture, and building a professional portfolio.
Tools & Resources
College placement cell, LinkedIn, Internshala, industry networking events, company career pages
Career Connection
Internships provide invaluable practical experience, open doors for pre-placement offers, and build a critical professional network, significantly boosting placement prospects.
Participate in Competitions & Skill Enhancement Workshops- (Semester 3)
Engage in inter-college marketing competitions, business plan contests, and workshops focusing on presentation skills, data analytics, and digital tools. This hones problem-solving, teamwork, and competitive skills.
Tools & Resources
Online competition platforms (Dare2Compete), industry-led workshops, advanced Excel/Power BI training, marketing specific certifications
Career Connection
Winning or participating in competitions showcases initiative and practical skills, making a resume stand out during placements. These experiences are excellent discussion points in interviews.
Advanced Stage
Master Digital Marketing & Analytics Tools- (Semester 4)
Given the prominence of digital marketing, focus on gaining hands-on expertise in SEO, SEM, social media marketing, content creation, and marketing analytics tools. Pursue relevant certifications to validate skills.
Tools & Resources
Google Analytics, Google Ads, HubSpot Academy certifications, Facebook Blueprint, SEMrush/Ahrefs (basic understanding), industry webinars
Career Connection
Proficiency in digital marketing is highly sought after in the Indian job market, directly leading to roles in digital marketing agencies, e-commerce, and corporate marketing departments.
Undertake a High-Impact Marketing Research Project- (Semester 4)
Choose a challenging marketing-focused project work, applying rigorous marketing research methodologies. This includes identifying a real business problem, collecting and analyzing data, and proposing actionable marketing strategies.
Tools & Resources
SPSS, R, Python (for data analysis), survey tools (SurveyMonkey, Google Forms), academic databases
Career Connection
A well-executed project demonstrates research aptitude, analytical skills, and problem-solving abilities, which are critical for roles in market research, consulting, and strategic marketing.
Network Strategically & Prepare for Placements- (Semester 4)
Intensify networking with industry professionals, alumni, and potential employers. Attend placement workshops, practice mock interviews, refine resumes and cover letters, and be updated on current industry hiring trends and company expectations.
Tools & Resources
LinkedIn Premium, GAT placement cell services, career counseling, company information sessions, mock interview platforms
Career Connection
Strategic networking often leads to direct job opportunities. Robust placement preparation ensures students are confident and well-equipped to secure their desired roles in top Indian companies.
Program Structure and Curriculum
Eligibility:
- A Bachelor’s degree of minimum three years duration recognized by VTU or equivalent qualification with at least 50% aggregate (45% in case of SC/ST and Category-I candidates).
Duration: 4 semesters / 2 years
Credits: 94 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA11 | Management and Organizational Behavior | Core | 3 | Introduction to Management, Planning and Decision Making, Organizing and Staffing, Leadership and Motivation, Organizational Culture and Change Management, Controlling and Ethics |
| 22MBA12 | Business Statistics and Analytics | Core | 3 | Introduction to Statistics, Probability and Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Time Series Analysis, Introduction to Analytics |
| 22MBA13 | Accounting for Managers | Core | 3 | Introduction to Financial Accounting, Recording Business Transactions, Preparation of Financial Statements, Financial Statement Analysis, Cost Accounting Concepts, Budgetary Control |
| 22MBA14 | Marketing Management | Core | 3 | Introduction to Marketing, Marketing Environment and Research, Consumer Behavior and Segmentation, Product and Pricing Decisions, Promotion and Distribution Decisions, Marketing Ethics and Global Marketing |
| 22MBA15 | Managerial Economics | Core | 3 | Introduction to Managerial Economics, Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Pricing Decisions, Macroeconomic Concepts for Business, Government Policies and Business |
| 22MBA16 | Business Environment and Legal Aspects | Core | 3 | Indian Business Environment, Economic and Political Environment, Social and Cultural Environment, Legal Framework of Business, Consumer Protection Act, Environmental Protection Act |
| 22MBALP17 | Marketing Management and Computer Applications Lab | Lab | 2 | Practical Applications of Marketing Concepts, Market Segmentation Exercises, Product Development Simulations, Computer Applications for Business, Data Analysis using Spreadsheets, Presentation Tools |
| 22MBALP18 | Business Communication & Research Methods Lab | Lab | 2 | Principles of Business Communication, Report Writing and Presentations, Verbal and Non-verbal Communication, Research Process and Design, Data Collection Methods, Statistical Tools for Research |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA21 | Financial Management | Core | 3 | Introduction to Financial Management, Time Value of Money, Investment Decisions (Capital Budgeting), Financing Decisions (Cost of Capital, Capital Structure), Dividend Decisions, Working Capital Management |
| 22MBA22 | Human Resource Management | Core | 3 | Introduction to HRM, HR Planning and Recruitment, Training and Development, Performance Management, Compensation Management, Industrial Relations |
| 22MBA23 | Operations Management | Core | 3 | Introduction to Operations Management, Product and Service Design, Process and Facility Layout, Capacity and Aggregate Planning, Inventory Management, Quality Management |
| 22MBA24 | Strategic Management | Core | 3 | Introduction to Strategic Management, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control, Corporate Social Responsibility |
| 22MBA25 | Operations Research | Core | 3 | Introduction to Operations Research, Linear Programming, Transportation and Assignment Problems, Network Analysis (PERT/CPM), Queuing Theory, Decision Theory |
| 22MBA26 | Entrepreneurship and Startup Management | Core | 3 | Concept of Entrepreneurship, Startup Ecosystem in India, Idea Generation and Business Plan, Funding for Startups, Legal and Regulatory Framework for Startups, Scaling and Exit Strategies |
| 22MBALP27 | Financial Management and Operations Management Lab | Lab | 2 | Financial Statement Analysis using software, Capital Budgeting exercises, Inventory control simulations, Quality control tools application, Forecasting techniques, Project scheduling |
| 22MBALP28 | Human Resource Management & Business Analytics Lab | Lab | 2 | HRIS applications, Recruitment and Selection processes, Data visualization for HR metrics, Predictive analytics in HR, Dashboard creation for business data, Advanced Excel for analytics |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA31 | International Business | Core | 3 | Introduction to International Business, Theories of International Trade, Globalization and Regional Blocs, Foreign Exchange Market, International Marketing and Finance, Cross-Cultural Management in IB |
| 22MBA32 | Management Information Systems | Core | 3 | Introduction to MIS, Information Systems in Business, Database Management Systems, Networking and Telecommunications, E-Business and E-Commerce, Information Security and Ethics |
| 22MBA33 | Cross-Cultural Management | Core | 3 | Understanding Culture in Business, Hofstede''''s Cultural Dimensions, Managing Cultural Differences, Cross-Cultural Communication, Negotiation Across Cultures, Global Leadership |
| 22MBA34 | Innovation & Design Thinking | Core | 3 | Concept of Innovation, Types of Innovation, Introduction to Design Thinking, Empathize, Define, Ideate Phases, Prototype and Test Phases, Lean Startup Methodology |
| 22MBAMK301 | Consumer Behavior | Elective (Marketing) | 3 | Introduction to Consumer Behavior, Individual Determinants of Behavior, Group Dynamics and Social Influence, Consumer Decision-Making Process, Post-Purchase Behavior, Consumer Research |
| 22MBAMK302 | Sales and Distribution Management | Elective (Marketing) | 3 | Introduction to Sales Management, Sales Force Organization, Sales Planning and Forecasting, Recruitment and Training of Salespeople, Distribution Channel Design, Channel Management and Logistics |
| 22MBAMK303 | Advertising and Brand Management | Elective (Marketing) | 3 | Introduction to Advertising, Advertising Media Planning, Creative Strategy in Advertising, Introduction to Brand Management, Brand Identity and Positioning, Brand Equity and Brand Extensions |
| 22MBAMK304 | Services Marketing | Elective (Marketing) | 3 | Introduction to Services Marketing, Characteristics of Services, The 7 Ps of Services Marketing, Service Quality and Customer Satisfaction, Managing Service Encounters, Internal Marketing |
| 22MBAINT35 | Internship | Project | 2 | Practical Industry Exposure, Application of Management Concepts, Project Report Writing, Professional Skill Development, Organizational Study, Presentation of Findings |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA41 | Project Management | Core | 3 | Introduction to Project Management, Project Life Cycle, Project Planning and Scheduling, Project Resource Management, Project Risk Management, Project Monitoring and Control |
| 22MBA42 | Business Ethics and Corporate Governance | Core | 3 | Introduction to Business Ethics, Ethical Decision Making, Corporate Social Responsibility (CSR), Introduction to Corporate Governance, Role of Board of Directors, Regulatory Framework for CG |
| 22MBAMK401 | Digital Marketing | Elective (Marketing) | 3 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing, Email Marketing and Analytics |
| 22MBAMK402 | Marketing Research | Elective (Marketing) | 3 | Introduction to Marketing Research, Research Design and Data Sources, Sampling Techniques, Questionnaire Design, Data Analysis and Interpretation, Report Writing and Presentation |
| 22MBAMK403 | Retail Management | Elective (Marketing) | 3 | Introduction to Retail Management, Retail Formats and Strategies, Store Location and Design, Merchandise Management, Retail Pricing and Promotions, Customer Relationship Management in Retail |
| 22MBAMK404 | Rural and Agricultural Marketing | Elective (Marketing) | 3 | Introduction to Rural Marketing, Characteristics of Rural Markets, Rural Consumer Behavior, Marketing Mix for Rural Markets, Agricultural Marketing System, Challenges and Opportunities in Rural Marketing |
| 22MBAPW43 | Project Work | Project | 8 | Problem Identification and Formulation, Literature Review, Methodology and Data Collection, Data Analysis and Interpretation, Report Writing, Presentation and Viva Voce |
| 22MBAOE44 | Open Elective | Open Elective | 2 | Elective Choice based on Student Interest, Application of Interdisciplinary Knowledge, Skill Development, Broadening Perspectives, Research and Analytical Thinking, Presentation Skills |
