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MBA in Marketing Management at Government R. C. College of Commerce and Management
Bengaluru, Karnataka
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About the Specialization
What is Marketing Management at Government R. C. College of Commerce and Management Bengaluru?
This Marketing Management program at Government Ramnarayan Chellaram College of Commerce and Management focuses on equipping students with contemporary marketing strategies, consumer insights, and digital proficiency. Leveraging Bengaluru''''s dynamic economic landscape, the curriculum emphasizes modern marketing practices relevant to India''''s burgeoning e-commerce, IT, and consumer goods sectors, preparing graduates for a competitive job market with a strong practical foundation.
Who Should Apply?
This program is ideal for fresh graduates seeking entry-level marketing roles, working professionals aiming to upskill in digital and strategic marketing, and career changers looking to transition into the marketing domain. It is particularly suitable for individuals with a strong aptitude for creativity, communication, and data-driven decision-making, desiring a career in brand management, advertising, or market research.
Why Choose This Course?
Graduates of this program can expect to pursue diverse career paths in India such as Brand Manager, Digital Marketing Specialist, Market Research Analyst, Sales Manager, and Advertising Professional. Entry-level salaries typically range from INR 3-6 LPA, growing to INR 8-15 LPA with experience. Growth trajectories are strong in FMCG, IT, retail, and startup ecosystems across India, aligning with industry demand for skilled marketing professionals.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Dedicate time to thoroughly understand foundational subjects like Management, Economics, Accounting, and Statistics. Utilize online learning platforms like NPTEL or Coursera for supplementary learning and case study analysis from Harvard Business Review to connect theoretical concepts with real-world business scenarios.
Tools & Resources
NPTEL, Coursera, Harvard Business Review cases
Career Connection
A strong grasp of business fundamentals forms the bedrock for strategic decision-making in marketing, enhancing analytical skills crucial for entry-level managerial roles.
Develop Strong Communication and Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and public speaking events within the college or local Toastmasters clubs. Focus on structuring arguments, effective storytelling, and clear articulation, which are vital for marketing and client-facing roles. Practice writing concise reports and business proposals.
Tools & Resources
Toastmasters International, College debate clubs, Presentation software
Career Connection
Excellent communication skills are paramount in marketing for pitching ideas, presenting campaigns, and engaging with diverse stakeholders, directly impacting career progression.
Build Basic Data Analytical Proficiency- (Semester 1-2)
Acquire proficiency in essential tools like Microsoft Excel for data organization, analysis, and visualization. Start with basic statistical analysis and interpretation relevant to business. This skill is foundational for understanding market research and consumer data. Explore online tutorials and exercises.
Tools & Resources
Microsoft Excel, LinkedIn Learning (for Excel courses)
Career Connection
Data-driven marketing is crucial; developing basic analytical skills early on prepares you for roles requiring market research interpretation and performance measurement.
Intermediate Stage
Deep Dive into Marketing Specializations- (Semester 3-4)
Beyond core marketing, proactively choose marketing electives and read extensively on areas like Digital Marketing, Consumer Behaviour, and Brand Management. Follow industry experts, subscribe to marketing newsletters, and attend webinars to stay updated on current trends and best practices in India.
Tools & Resources
Marketing blogs (e.g., Seth Godin, HubSpot), Industry journals (e.g., Economic Times Brand Equity), LinkedIn thought leaders
Career Connection
Specialized knowledge enhances your profile for targeted marketing roles, demonstrating expertise in specific domains highly valued by recruiters in the Indian market.
Gain Practical Industry Exposure through Internships- (Semester 3-4)
Actively seek and complete summer internships in marketing departments of companies, ideally in Bengaluru or other Indian metros. Focus on gaining hands-on experience in market research, digital campaigns, content creation, or sales support. Leverage college placement cells and online portals for opportunities.
Tools & Resources
College Placement Cell, Internshala, LinkedIn Jobs
Career Connection
Internships provide real-world experience, build industry contacts, and often lead to pre-placement offers, significantly boosting employability in the competitive Indian job market.
Network and Engage with Marketing Professionals- (Semester 3-4)
Attend industry conferences, workshops, and alumni networking events. Use platforms like LinkedIn to connect with marketing managers, brand strategists, and recruiters. Conduct informational interviews to gain insights into various marketing career paths and build a professional network.
Tools & Resources
LinkedIn, Industry conferences (e.g., Marketing Conclave), Alumni events
Career Connection
Networking opens doors to hidden job opportunities, mentorship, and keeps you informed about industry shifts, which is vital for long-term career growth in India.
Advanced Stage
Master Digital Marketing Tools and Certifications- (Internship/Project Phase & beyond)
Acquire certifications in essential digital marketing tools and platforms such as Google Ads, Google Analytics, HubSpot Inbound Marketing, and Facebook Blueprint. Develop practical skills in SEO, SEM, social media management, and email marketing. These are highly sought-after skills in India''''s digital economy.
Tools & Resources
Google Skillshop, HubSpot Academy, Facebook Blueprint
Career Connection
Proficiency in digital marketing tools makes you highly competitive for roles in digital agencies, e-commerce companies, and marketing departments focused on online presence.
Develop a Comprehensive Marketing Portfolio- (Internship/Project Phase & beyond)
Compile all marketing-related projects, case studies, internship reports, and certifications into a professional online portfolio (e.g., personal website, Behance). Showcase your analytical abilities, creative campaigns, and strategic thinking. This serves as a tangible demonstration of your skills to potential employers.
Tools & Resources
Behance, WordPress/Wix for personal website, Canva for design
Career Connection
A strong portfolio differentiates you from other candidates, providing concrete evidence of your capabilities and increasing your chances of securing preferred marketing roles.
Strategize for Targeted Placements- (Internship/Project Phase & beyond)
Tailor your resume and interview preparation specifically for desired marketing roles (e.g., Brand Management, Digital Marketing, Sales). Practice case study interviews, common in Indian companies, and research target companies thoroughly. Leverage the college''''s placement cell for mock interviews and resume reviews.
Tools & Resources
College Placement Cell, Mock interview sessions, Company research on LinkedIn/Glassdoor
Career Connection
Targeted preparation significantly improves your chances of converting interviews into job offers, leading to successful placements in your chosen marketing domain.
Program Structure and Curriculum
Eligibility:
- Any Bachelor''''s Degree with 50% Marks in aggregate of all subjects from any recognized University (45% for SC/ST/CAT-1 candidates). Valid score in KMAT/PGCET/CMAT/MAT/XAT/ATMA/GMAT/CAT.
Duration: 2 years (4 semesters)
Credits: 102 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1 | Management & Organisational Behaviour | Core | 4 | Introduction to Management, Evolution of Management Thought, Planning and Decision Making, Organizing and Staffing, Directing and Controlling, Foundations of Organizational Behaviour |
| 1.2 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Decisions, Macroeconomic Environment, Business Cycles and Economic Policy |
| 1.3 | Indian Business Environment | Core | 4 | Nature of Business Environment, Economic Reforms in India, Political and Legal Environment, Social and Cultural Environment, Technological Environment, Global Business Environment |
| 1.4 | Accounting for Management | Core | 4 | Introduction to Financial Accounting, Preparation of Financial Statements, Analysis of Financial Statements, Cost Accounting Concepts, Marginal Costing and Break-Even Analysis, Budgeting and Variance Analysis |
| 1.5 | Business Statistics | Core | 4 | Introduction to Statistics, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| 1.6 | Management Information Systems | Core | 4 | Introduction to MIS, Information Systems for Business, Database Management Systems, Decision Support Systems, E-commerce and ERP Systems, Information Security and Ethics |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 2.1 | Human Resource Management | Core | 4 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management, Compensation and Employee Relations |
| 2.2 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment and Research, Consumer and Business Markets, Product and Pricing Decisions, Distribution Channels and Logistics, Promotion and Integrated Marketing Communication |
| 2.3 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital, Capital Structure Theories, Working Capital Management |
| 2.4 | Research Methods for Business | Core | 4 | Introduction to Business Research, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Ethics in Research |
| 2.5 | Operations Management | Core | 4 | Introduction to Operations Management, Forecasting and Capacity Planning, Layout and Location Decisions, Inventory Management, Quality Management, Supply Chain Management |
| 2.6 | Entrepreneurship & Ethics | Core | 4 | Introduction to Entrepreneurship, Idea Generation and Business Plan, Sources of Finance for Start-ups, Legal Aspects of Entrepreneurship, Business Ethics and CSR, Ethical Dilemmas in Business |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3.1 | Legal Aspects of Business | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Companies Act, Consumer Protection Act, Intellectual Property Rights |
| 3.2 | Operations Research | Core | 4 | Introduction to Operations Research, Linear Programming, Transportation and Assignment Problems, Game Theory, Queuing Theory, Decision Theory |
| 3.3 | Strategic Management | Core | 4 | Introduction to Strategic Management, Environmental Analysis, Strategic Formulation, Strategic Implementation, Strategic Control, Corporate Governance |
| 3.4.1 | Consumer Behaviour | Elective (Marketing Management) | 4 | Introduction to Consumer Behaviour, Consumer Decision Making Process, Individual Determinants of Behaviour, Group and Social Influences, Cultural Influences, Consumer Behaviour Applications |
| 3.4.2 | Sales and Distribution Management | Elective (Marketing Management) | 4 | Introduction to Sales Management, Personal Selling and Sales Process, Sales Force Management, Channels of Distribution, Logistics and Supply Chain Management, Channel Conflict and Performance |
| 3.4.3 | International Marketing | Elective (Marketing Management) | 4 | Introduction to International Marketing, International Marketing Environment, Market Entry Strategies, International Product and Pricing Decisions, International Distribution and Promotion, Global Marketing Mix |
| 3.4.4 | Services Marketing | Elective (Marketing Management) | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Managing Service Encounters |
| 3.4.5 | Retail Management | Elective (Marketing Management) | 4 | Introduction to Retailing, Retail Formats and Theories, Retail Location and Layout, Merchandise Management, Retail Pricing and Promotion, Retail Technology and Ethics |
| 3.4.6 | Marketing Analytics | Elective (Marketing Management) | 4 | Introduction to Marketing Analytics, Data Collection and Management, Descriptive Analytics in Marketing, Predictive Analytics Models, Customer Lifetime Value, Marketing Mix Modeling |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 4.1 | Business Analytics | Core | 4 | Introduction to Business Analytics, Data Warehousing and Data Mining, Predictive Analytics, Prescriptive Analytics, Big Data Analytics, Applications of Business Analytics |
| 4.2.1 | Brand Management | Elective (Marketing Management) | 4 | Introduction to Brands and Branding, Brand Equity and Brand Identity, Designing Marketing Programs to Build Brand Equity, Measuring and Managing Brand Equity, Brand Extensions and Endorsements, Global Branding Strategies |
| 4.2.2 | Advertising and Integrated Marketing Communication | Elective (Marketing Management) | 4 | Introduction to IMC, Advertising Planning and Strategy, Creative Strategy and Message Development, Media Planning and Evaluation, Sales Promotion and Public Relations, Digital and Social Media Advertising |
| 4.2.3 | Rural Marketing | Elective (Marketing Management) | 4 | Introduction to Rural Marketing, Rural Consumer Behaviour, Rural Market Environment, Product and Pricing Strategies for Rural Markets, Rural Distribution and Communication, Challenges and Opportunities in Rural Marketing |
| 4.2.4 | Digital Marketing | Elective (Marketing Management) | 4 | Introduction to Digital Marketing, Website Marketing and SEO, Social Media Marketing, Content Marketing, Email Marketing and CRM, Digital Advertising and Analytics |
| 4.2.5 | Strategic Marketing | Elective (Marketing Management) | 4 | Introduction to Strategic Marketing, Market Opportunity Analysis, Marketing Strategy Formulation, Competitive Advantage, Strategic Marketing Implementation, Marketing Metrics and Performance |
| 4.2.6 | Product and Innovation Management | Elective (Marketing Management) | 4 | Introduction to Product Management, New Product Development Process, Product Life Cycle Strategies, Branding and Packaging Decisions, Innovation Management, Product Portfolio Management |
| 4.3 | Internship & Project Report | Project | 12 | Industry Exposure, Problem Identification, Data Collection and Analysis, Report Writing, Presentation Skills, Application of Management Concepts |
| 4.4 | Viva-Voce | Viva | 2 | Comprehensive Knowledge Assessment, Clarity of Concepts, Problem-Solving Abilities, Communication Skills, Project Defense, Industry Relevance Understanding |
