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MBA in Marketing at Good Shepherd Institute of Management Studies
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Good Shepherd Institute of Management Studies Bengaluru?
This Marketing program at Good Shepherd Institute of Management Studies, affiliated with Bangalore University, focuses on equipping students with advanced knowledge and practical skills required to excel in the dynamic Indian and global marketing landscape. The curriculum covers traditional and digital marketing strategies, consumer insights, and brand management, preparing graduates for diverse roles in a competitive market.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, sales, market research, or digital marketing roles. It also suits working professionals aiming to upskill, transition into marketing leadership, or enhance their strategic marketing capabilities. Candidates with a passion for understanding consumer behavior, market trends, and effective communication will find this program rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding careers as Marketing Managers, Brand Managers, Digital Marketing Specialists, Sales Managers, or Market Research Analysts in India. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals earning INR 10-25 lakhs or more. The program aligns with current industry demands for strategic thinkers and agile marketers, fostering growth opportunities.
Student Success Practices
Foundation Stage
Master Core Management Concepts- (Semester 1-2)
Thoroughly grasp foundational subjects like Marketing Management, Managerial Economics, and Business Statistics. Utilize textbooks, online tutorials, and peer study groups. Develop strong analytical and communication skills early on to build a solid academic base for advanced subjects.
Tools & Resources
NPTEL courses, Harvard Business Review articles, Peer study groups
Career Connection
A strong foundation in core management principles is essential for understanding broader business contexts and applying marketing strategies effectively, crucial for future leadership roles.
Build Data Analytical Skills- (Semester 1-2)
Focus on developing proficiency in business statistics and data analytics tools. Practice interpreting data sets and making informed business decisions. Attend workshops on Excel, R, or Python basics, as data-driven marketing is a key industry demand in India.
Tools & Resources
Microsoft Excel, Google Analytics Academy, Coursera courses on data analysis
Career Connection
Enhances employability for roles in market research, digital marketing analytics, and strategic planning where data interpretation and insight generation are critical.
Engage in Early Industry Exploration- (Semester 1-2)
Participate in industry webinars, guest lectures, and marketing-focused college clubs. Start researching different marketing career paths and companies in India. This helps in understanding industry trends and identifying potential areas of interest for specialization and internships.
Tools & Resources
LinkedIn, Marketing blogs, College career services
Career Connection
Early exposure helps align academic choices with career aspirations and build a preliminary network, aiding in future internship and placement searches.
Intermediate Stage
Dive Deep into Marketing Electives- (Semester 3)
Actively engage with specialization subjects like Consumer Behavior, Sales & Distribution Management, and Services Marketing. Seek real-world case studies and apply theoretical knowledge. Participate in marketing competitions or simulations to gain practical insights.
Tools & Resources
Marketing case studies (e.g., from IIMs), Online marketing simulations, Marketing journals
Career Connection
Deep subject matter expertise is crucial for specialized roles like Brand Manager or Sales Area Manager, providing a competitive edge in job markets and for higher studies.
Pursue Marketing-focused Internships- (Between Semester 2 & 3 / During Semester 3)
Actively seek and complete at least one summer internship in a marketing-related role (e.g., digital marketing, market research, sales, branding). Focus on gaining hands-on experience and building a professional network within the industry in India.
Tools & Resources
Internshala, Naukri.com, College placement cell
Career Connection
Internships are vital for practical experience, resume building, and often lead to pre-placement offers, significantly boosting career prospects upon graduation.
Develop Digital Marketing Proficiency- (Semester 3-4)
Beyond classroom learning, obtain certifications in key digital marketing areas such as Google Ads, Google Analytics, and Social Media Marketing. Practice building campaigns and analyzing performance. These skills are highly valued by Indian companies.
Tools & Resources
Google Skillshop, HubSpot Academy, Meta Blueprint certifications
Career Connection
Specialized digital skills open doors to high-demand roles in digital marketing agencies, e-commerce, and corporate marketing departments, enhancing employability.
Advanced Stage
Excel in Strategic Marketing Projects- (Semester 4)
Undertake a rigorous final year project or dissertation in a specialized marketing area. Focus on solving a real-world business problem, applying advanced research and analytical skills. Present findings effectively to faculty and industry mentors for feedback.
Tools & Resources
Research papers, Industry reports (e.g., Nielsen, KPMG), Mentorship from faculty
Career Connection
Demonstrates advanced problem-solving, research capabilities, and strategic thinking, highly valued for senior marketing and consulting roles in competitive markets.
Prepare for Placements Strategically- (Semester 4)
Engage proactively with the placement cell for resume building, mock interviews, and group discussion preparations. Tailor your application materials to specific marketing roles and companies. Network with alumni for insights and referrals in the Indian job market.
Tools & Resources
College placement cell resources, Mock interview platforms, Alumni network events
Career Connection
Effective placement preparation significantly increases the chances of securing desired marketing positions in top Indian and multinational companies.
Cultivate Leadership and Soft Skills- (Throughout the program, intensifying in Semester 4)
Participate in leadership roles in student organizations, deliver presentations, and engage in team-based projects. Develop strong communication, negotiation, and interpersonal skills, which are crucial for career progression in marketing and management leadership.
Tools & Resources
Toastmasters International, College workshops on soft skills, Public speaking clubs
Career Connection
Strong leadership and soft skills differentiate candidates and are essential for ascending to managerial and leadership positions in the dynamic marketing domain.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree of 3 years duration with minimum 50% aggregate marks (45% for SC/ST/Cat-I) from a recognized university, with a valid score in PGCET/KMAT/CMAT/MAT/XAT/ATMA/GMAT entrance examination.
Duration: 2 years (4 semesters)
Credits: 100 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 201 MB 101 | Management and Organizational Behavior | Core | 4 | Management Concepts and Evolution, Planning, Organizing, Staffing, Directing, Controlling, Organizational Behavior Foundations, Motivation and Leadership Theories, Group Dynamics and Stress Management |
| 201 MB 102 | Managerial Economics | Core | 4 | Nature and Scope of Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Macro-economic Indicators and Policies |
| 201 MB 103 | Accounting for Managers | Core | 4 | Financial Accounting Principles, Preparation of Final Accounts, Cost Concepts and Classifications, Marginal Costing and Break-Even Analysis, Budgetary Control and Variance Analysis |
| 201 MB 104 | Business Statistics & Analytics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Correlation and Regression Analysis, Probability and Sampling Techniques, Hypothesis Testing and Basic Data Analytics |
| 201 MB 105 | Marketing Management | Core | 4 | Core Marketing Concepts, Marketing Environment Analysis, Consumer Behavior and Market Segmentation, Product, Price, Place, Promotion Decisions, Marketing Strategy Formulation |
| 201 MB 106 | Business Environment and Law | Core | 4 | Economic and Policy Environment, Political and Socio-cultural Environment, Legal Aspects of Business (Contract, Companies Act), Consumer Protection Act, Global Business Environment |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 201 MB 201 | Human Resource Management | Core | 4 | HR Concepts and Functions, HR Planning, Recruitment and Selection, Training and Development, Performance Management and Compensation, Industrial Relations and Employee Engagement |
| 201 MB 202 | Financial Management | Core | 4 | Financial Goals and Capital Markets, Sources of Finance and Cost of Capital, Capital Structure Theories, Working Capital Management, Investment Appraisal Techniques |
| 201 MB 203 | Operations Management | Core | 4 | Production Systems and Design, Facility Location and Layout, Production Planning and Control, Inventory Management Techniques, Quality Management and Supply Chain |
| 201 MB 204 | Research Methodology | Core | 4 | Research Design and Process, Data Collection Methods and Sampling, Measurement and Scaling Techniques, Data Analysis (Statistical Tools), Report Writing and Research Ethics |
| 201 MB 205 | E-Business & Digital Marketing | Core | 4 | E-commerce Models and Strategies, Digital Marketing Landscape, Search Engine Optimization (SEO) and SEM, Social Media Marketing, Content and Email Marketing |
| 201 MB 206 | Entrepreneurship & Innovation | Core | 4 | Entrepreneurial Process and Traits, Business Idea Generation and Feasibility, Business Plan Development, Sources of Funding for Startups, Innovation Management and Growth Strategies |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 201 MB 301 | Strategic Management | Core | 4 | Strategic Management Process, Vision, Mission and Objectives, External and Internal Environmental Analysis, SWOT Analysis and Strategy Formulation, Strategy Implementation and Control |
| 201 MB 302 | International Business | Core | 4 | Globalization and International Trade Theories, Foreign Direct Investment, International Economic Institutions (WTO, IMF), Regional Economic Integration, International Business Strategies |
| 201 MB MK 303 | Consumer Behaviour | Elective (Marketing Hard Core) | 3 | Consumer Decision Making Process, Cultural and Social Influences, Personal and Psychological Factors, Consumer Motivation and Perception, Attitude Formation and Change |
| 201 MB MK 304 | Sales and Distribution Management | Elective (Marketing Hard Core) | 3 | Nature and Role of Sales Management, Sales Force Planning and Organization, Recruitment, Training, and Motivation of Salespeople, Designing and Managing Marketing Channels, Logistics and Supply Chain Management |
| 201 MB MK 305 | Services Marketing | Elective (Marketing Soft Core) | 3 | Characteristics of Services, Service Quality Models (SERVQUAL), Pricing and Promotion of Services, People, Process, Physical Evidence (7 Ps), Customer Relationship Management in Services |
| 201 MB OE 307 | Digital Marketing Strategies | Elective (Open) | 3 | Digital Marketing Strategy Formulation, Advanced SEO and Search Advertising, Social Media Marketing Campaigns, Content Marketing Strategy and Execution, Web Analytics and Performance Measurement |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 201 MB 401 | Business Analytics and Decision Making | Core | 4 | Introduction to Business Analytics, Descriptive, Predictive, Prescriptive Analytics, Data Visualization Techniques, Decision Modeling and Optimization, Big Data Concepts and Applications |
| 201 MB 402 | Project Management | Core | 4 | Project Life Cycle and Selection, Project Planning and Scheduling (PERT/CPM), Resource Allocation and Cost Management, Project Risk Management, Project Monitoring and Control |
| 201 MB MK 403 | Advertising and Brand Management | Elective (Marketing Hard Core) | 3 | Role of Advertising in Marketing, Advertising Media Planning and Strategy, Brand Equity and Brand Identity, Brand Positioning and Re-positioning, Brand Extensions and Revitalization |
| 201 MB MK 404 | Retail Management | Elective (Marketing Hard Core) | 3 | Retail Formats and Theories, Store Location and Layout, Merchandise Management, Retail Pricing and Promotion, Customer Service and E-tailing |
| 201 MB PW 407 | Project Work | Project | 6 | Problem Identification and Literature Review, Research Methodology and Data Collection, Data Analysis and Interpretation, Findings, Conclusions, and Recommendations, Report Writing and Viva-Voce |
| 201 MB FW 408 | Internship | Field Work | 2 | Industry Exposure and Practical Application, Organizational Study and Functional Analysis, Problem Solving and Skill Development, Networking with Industry Professionals, Internship Report and Presentation |
