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MBA in Marketing at Gujarat Technological University
Ahmedabad, Gujarat
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About the Specialization
What is Marketing at Gujarat Technological University Ahmedabad?
This Marketing program at Gujarat Technological University (GTU) focuses on developing strategic marketing acumen essential for the dynamic Indian business landscape. It covers traditional and digital marketing facets, addressing evolving consumer behaviors and market trends in India, emphasizing practical application and industry relevance for aspiring marketing professionals.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, sales, digital marketing, or market research roles. It also suits working professionals looking to upskill in marketing strategies, career changers transitioning to marketing, or entrepreneurs aiming to build strong brands in the competitive Indian market, especially those with an analytical bent.
Why Choose This Course?
Graduates can expect diverse career paths in India such as Marketing Manager, Brand Manager, Digital Marketing Specialist, Sales Manager, or Market Research Analyst. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals earning upwards of INR 15-20 lakhs, aligning with growth trajectories in Indian and multinational companies operating in India.
Student Success Practices
Foundation Stage
Build Strong Management Fundamentals- (Semester 1-2)
Focus diligently on core subjects like Managerial Economics, Accounting for Management, and Business Statistics. Form study groups to discuss concepts, solve case studies, and clarify doubts, ensuring a solid theoretical foundation for advanced topics.
Tools & Resources
GTU prescribed textbooks, NPTEL courses for foundational subjects, Professional body publications for management insights
Career Connection
A strong grasp of fundamental business principles is crucial for understanding advanced management concepts and performing effectively in initial managerial roles during placements.
Enhance Business Communication & Presentation Skills- (Semester 1-2)
Actively participate in class presentations, debates, and group assignments for Business Communication. Practice public speaking and refine written communication through report writing. Seek constructive feedback from professors and peers to continuously improve delivery and content.
Tools & Resources
Toastmasters clubs (if available on campus), Online communication courses (e.g., Coursera), GTU''''s Communication Skills Lab
Career Connection
Effective communication is paramount for interviews, client interactions, team collaboration, and leadership roles, significantly impacting employability and professional growth in any business function.
Develop Data Analysis Proficiency- (Semester 1-2)
Master tools like MS Excel for data manipulation and visualization, which is covered in subjects like Business Statistics and Contemporary Business Practices. Learn basic statistical software (if introduced) and apply these skills to solve real-world business cases and practical exercises.
Tools & Resources
Microsoft Excel (advanced functions), Basic R/Python for data handling (optional online courses), Online tutorials for statistical analysis
Career Connection
Analytical skills are highly valued across marketing, finance, and operations roles, enabling data-driven decision-making, optimizing strategies, and providing a competitive edge in the Indian job market.
Intermediate Stage
Deep Dive into Marketing Electives & Consumer Insights- (Semester 3)
Carefully choose Marketing electives (e.g., Consumer Behavior, Services Marketing, Industrial Marketing) based on your career interests and market demand. Engage deeply with case studies, live projects, and market research to understand Indian consumer psychology and market dynamics.
Tools & Resources
Academic journals (e.g., Journal of Marketing Research), Industry reports (Nielsen, IMRB, Deloitte), Market research tools (SurveyMonkey, Qualtrics for academic use)
Career Connection
Specialized knowledge makes candidates highly desirable for specific marketing roles like brand management, market research, or digital marketing, aligning with industry demand and offering a competitive advantage.
Leverage Summer Internship for Practical Exposure- (Semester 3 (during summer break))
Treat the Summer Internship Project as a critical learning experience. Actively seek out challenging projects in your chosen area, network with industry professionals, and apply theoretical knowledge to solve real business problems, especially those with an India-specific context.
Tools & Resources
LinkedIn for networking, Company annual reports and case studies, Mentorship from faculty and industry supervisors
Career Connection
Internships often convert into pre-placement offers or serve as strong points on a resume, providing invaluable real-world experience, industry contacts, and clarity on career paths for future employment.
Participate in Marketing Competitions & Workshops- (Semester 3)
Actively participate in inter-college marketing competitions, case study challenges, and workshops on emerging marketing trends (e.g., digital marketing, AI in marketing). This hones problem-solving, teamwork, and presentation skills under pressure.
Tools & Resources
Online marketing simulation platforms, Industry association events and webinars, GTU-organized workshops and hackathons
Career Connection
Wins and active participation demonstrate initiative, practical application of skills, and competitiveness, which are highly attractive to recruiters during campus placements and provide networking opportunities.
Advanced Stage
Master Advanced Marketing Analytics & Digital Tools- (Semester 4)
Focus on electives like Marketing Analytics and Digital Marketing. Gain hands-on experience with tools for SEO, SEM, social media management, and web analytics. Work on projects that analyze real marketing campaign data and optimize digital strategies.
Tools & Resources
Google Analytics & Google Ads certifications, Facebook Business Manager, SEMrush, HubSpot Academy certifications, Marketing automation platforms (e.g., Mailchimp)
Career Connection
Proficiency in digital marketing and analytics is a non-negotiable skill for modern marketing roles, directly leading to opportunities in performance marketing, digital strategy, e-commerce, and data-driven brand management.
Execute a High-Impact Dissertation/Project Work- (Semester 4)
Choose a dissertation topic in Marketing that aligns with your career goals and addresses a relevant industry problem in India. Conduct thorough research, data analysis, and present findings professionally, showcasing independent research capabilities and thought leadership.
Tools & Resources
Academic databases (JSTOR, EBSCOhost), Statistical software (SPSS, R, Python), Research methodologies books and guides
Career Connection
A well-executed dissertation is a strong portfolio piece, demonstrating expertise, critical thinking, problem-solving skills, and a strong work ethic, which are highly valued in strategic, consulting, and research roles.
Intensive Placement Preparation & Networking- (Semester 4)
Actively engage in placement cell activities: rigorous resume building, mock interviews, group discussions, and aptitude test practice. Network with alumni and industry professionals through career fairs and LinkedIn for mentorship, job leads, and industry insights.
Tools & Resources
GTU Placement Cell services and workshops, Online aptitude test platforms (e.g., IndiaBix), Professional networking platforms (LinkedIn Premium for job search)
Career Connection
Proactive and thorough preparation, combined with effective networking, significantly increases your chances of securing desirable placements in top Indian and multinational companies across various marketing domains.
Program Structure and Curriculum
Eligibility:
- Passed Bachelor’s Degree of minimum 3 years duration with minimum 50% (45% for SC/ST/SEBC/EWS category) in aggregate from any University recognized by UGC/AICTE.
Duration: 2 years (4 semesters)
Credits: 104 Credits
Assessment: Internal: 30% (for theory subjects), 40% (for practical/project subjects), External: 70% (for theory subjects), 60% (for practical/project subjects)
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA001 | Management Principles & Practices | Core | 3 | Introduction to Management, Planning, Organizing, Staffing, Directing and Controlling |
| MBA002 | Organizational Behavior | Core | 3 | Fundamentals of OB, Individual Behavior, Group Dynamics, Leadership, Conflict Management |
| MBA003 | Managerial Economics | Core | 3 | Introduction to Managerial Economics, Demand & Supply Analysis, Production & Cost Analysis, Market Structures, Pricing Strategies |
| MBA004 | Accounting for Management | Core | 3 | Accounting Fundamentals, Financial Statements Analysis, Cost Accounting, Budgetary Control, Ratio Analysis |
| MBA005 | Business Statistics | Core | 3 | Introduction to Statistics, Data Collection & Presentation, Probability & Distributions, Hypothesis Testing, Correlation & Regression |
| MBA006 | Business Communication | Core | 3 | Communication Process, Oral Communication, Written Communication, Non-verbal Communication, Presentation Skills |
| MBA007 | Contemporary Business Practices | Practical | 2 | Case Study Analysis, Industry Analysis, Business Etiquette, Data Analysis Tools (Excel), Report Writing |
| MBA008 | Management Perspectives | Project | 6 | Research Methodology, Literature Review, Data Collection Techniques, Report Formulation, Presentation Skills |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA009 | Human Resource Management | Core | 3 | HR Fundamentals, HR Planning, Recruitment & Selection, Training & Development, Performance Management |
| MBA010 | Marketing Management | Core | 3 | Marketing Concepts, Market Segmentation & Targeting, Product Life Cycle, Pricing Strategies, Promotion & Distribution |
| MBA011 | Financial Management | Core | 3 | Financial Goals, Capital Budgeting, Working Capital Management, Cost of Capital, Dividend Policy |
| MBA012 | Operations & Supply Chain Management | Core | 3 | Operations Strategy, Production Planning, Inventory Management, Supply Chain Design, Quality Management |
| MBA013 | Research Methodology | Core | 3 | Research Design, Sampling Techniques, Data Collection Methods, Data Analysis (ANOVA, Chi-square), Report Writing |
| MBA014 | Legal & Regulatory Framework | Core | 3 | Indian Contract Act, Company Law, Consumer Protection Act, Intellectual Property Rights, Cyber Laws |
| MBA015 | Digital Business Practices | Practical | 2 | E-commerce Models, Digital Marketing Tools, Data Analytics Basics, Social Media Marketing, Cyber Security Awareness |
| MBA016 | Comprehensive Project | Project | 6 | Project Planning, Execution & Monitoring, Problem Solving, Teamwork, Report Submission |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA017 | Strategic Management | Core | 3 | Strategic Planning Process, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| MBA018 | Entrepreneurship | Core | 3 | Entrepreneurial Process, Business Idea Generation, Business Plan Development, Startup Funding, Indian Startup Ecosystem |
| MBA019M | Consumer Behavior | Elective | 3 | Consumer Decision Process, Psychological Determinants, Cultural & Social Influences, Family & Group Influence, Post-purchase Behavior |
| MBA020M | Services Marketing | Elective | 3 | Nature of Services, Service Quality Models, Service Design & Delivery, Pricing & Promoting Services, Customer Relationship Management |
| MBA021M | Industrial Marketing | Elective | 3 | Business Markets Characteristics, Organizational Buying Behavior, Relationship Marketing, Industrial Product Strategy, B2B Pricing & Distribution |
| MBA022M | Sales & Distribution Management | Elective | 3 | Sales Force Management, Sales Planning & Control, Channel Design & Management, Logistics & Warehousing, Retail Management Basics |
| MBA023M | Advertising & Brand Management | Elective | 3 | Advertising Appeals & Media Planning, Brand Equity & Valuation, Brand Positioning & Re-positioning, Brand Communication Strategies, Digital Branding |
| MBA024M | Rural Marketing | Elective | 3 | Rural Market Environment in India, Rural Consumer Behavior, Product Strategy for Rural Markets, Rural Distribution Challenges, Rural Communication Strategies |
| MBA025 | Summer Internship Project | Project | 8 | Industry Exposure & Learning, Problem Identification, Data Collection & Analysis, Report Writing, Presentation Skills |
| MBA026 | Behavioral Skill Development | Practical | 3 | Leadership & Teamwork, Negotiation Skills, Emotional Intelligence, Professional Ethics, Stress Management |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA027 | International Business | Core | 3 | Globalization & Trade Theories, Foreign Exchange Markets, International Marketing Strategies, Global Business Environment, International Business Ethics |
| MBA028 | Business Ethics & Corporate Governance | Core | 3 | Ethical Theories in Business, Business Dilemmas, Corporate Social Responsibility, Principles of Corporate Governance, Whistleblowing Mechanisms |
| MBA029M | Marketing Analytics | Elective | 3 | Marketing Metrics & KPIs, CRM Analytics, Digital Marketing Analytics, Predictive Analytics in Marketing, Marketing Mix Modeling |
| MBA030M | Digital Marketing | Elective | 3 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing Strategy, Email Marketing & Web Analytics |
| MBA031M | Integrated Marketing Communication | Elective | 3 | IMC Concept & Process, Advertising Management, Public Relations & Publicity, Sales Promotion Techniques, Direct Marketing & Event Marketing |
| MBA032M | Product & Brand Management | Elective | 3 | Product Life Cycle Strategies, New Product Development, Brand Identity & Equity, Brand Loyalty & Extension, Brand Revitalization |
| MBA033M | Retailing Management | Elective | 3 | Retail Formats & Theories, Store Location & Design, Merchandising & Category Management, Retail Pricing & Communication, E-tailing & Omnichannel Strategy |
| MBA034M | Customer Relationship Management | Elective | 3 | CRM Strategy & Process, Customer Acquisition & Retention, Customer Service Management, CRM Technologies & Analytics, Data Mining for CRM |
| MBA035 | Dissertation / Project Work | Project | 8 | Research Problem Formulation, Literature Review, Methodology & Data Analysis, Findings & Discussion, Conclusion & Recommendations |
| MBA036 | Professional Development & Employability Skills | Practical | 3 | Resume Writing & Interview Skills, Group Discussions, Personal Branding, Career Planning, Networking & Etiquette |
