.png&w=1920&q=75)
MBA in Marketing at Gujarat University
Ahmedabad, Gujarat
.png&w=1920&q=75)
About the Specialization
What is Marketing at Gujarat University Ahmedabad?
This Marketing program at Gujarat University focuses on developing strategic marketing acumen essential for modern business. It covers a comprehensive spectrum from consumer behavior to digital marketing, preparing students for dynamic industry challenges. In the Indian context, where diverse consumer segments and rapid digital adoption are prevalent, the program emphasizes practical application and contemporary marketing techniques, differentiating it through its strong foundational and specialized elective structure.
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 psychology, brand building, and market strategy. It also caters to early-career professionals looking to upskill in specific marketing areas like digital or rural marketing, and career changers transitioning into the vibrant and growing Indian marketing industry. A foundational understanding of business concepts is beneficial.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including roles as Marketing Managers, Brand Managers, Digital Marketing Specialists, Sales Managers, and Market Research Analysts in both Indian conglomerates and multinational corporations operating in India. Entry-level salaries typically range from INR 4-7 lakhs per annum, with significant growth trajectories for experienced professionals. The curriculum often aligns with skills required for certifications in digital marketing or market research.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1)
Focus on building a strong understanding of fundamental subjects like Accounting, Economics, Statistics, and HR. Utilize case studies and group discussions to apply theoretical knowledge to real-world scenarios, which is crucial for a holistic business perspective.
Tools & Resources
Harvard Business Review case studies, Economic Times, Business Standard, peer study groups
Career Connection
A robust foundation in general management principles is crucial for understanding the broader business context in which marketing operates, enabling more strategic decision-making in future marketing roles.
Develop Strong Communication Skills- (Semester 1)
Actively participate in presentations, debates, and group projects. Seek feedback on written reports and public speaking. Join university clubs focused on communication or public speaking to enhance your ability to articulate marketing ideas effectively.
Tools & Resources
Toastmasters International clubs (if available), university language labs, online communication courses
Career Connection
Effective communication is paramount in marketing for pitching ideas, presenting campaigns, and engaging with diverse stakeholders, directly impacting career progression in client-facing or leadership roles.
Explore Industry Trends and Network- (Semester 1)
Attend industry webinars, guest lectures, and local business events. Start building a professional network by connecting with seniors, alumni, and guest speakers. Understand emerging trends in various industries to contextualize your learning.
Tools & Resources
LinkedIn, FICCI, CII student chapters, business magazines
Career Connection
Early networking opens doors to mentorship, internship opportunities, and a better understanding of career paths, aiding in informed decision-making and future job searches.
Intermediate Stage
Deep Dive into Marketing Electives and Research- (Semester 2-3)
Choose marketing electives strategically based on career interests (e.g., Digital, Brand, Sales) offered in Semester 3. Complement classroom learning with in-depth research papers and industry reports on these specific areas to gain specialized knowledge.
Tools & Resources
JSTOR, Google Scholar, Statista, industry reports from Nielsen, IMRB
Career Connection
Specializing early helps in building expertise, making a student a more attractive candidate for specific marketing roles (e.g., Brand Analyst, Digital Marketing Executive) upon graduation.
Gain Practical Industry Exposure through Internships- (Semester 2-3 (during breaks))
Actively seek and complete marketing internships during semester breaks (especially after Semester 2). Focus on applying theoretical knowledge in a real organizational setting and network with industry professionals for practical insights.
Tools & Resources
University placement cell, LinkedIn, Internshala, company career pages
Career Connection
Internships provide invaluable practical experience, build a professional network, often lead to pre-placement offers, and clarify career aspirations, enhancing employability significantly.
Develop Analytical and Digital Marketing Skills- (Semester 2-3)
Learn marketing analytics tools and platforms (e.g., Google Analytics, social media analytics). Undertake projects that involve data interpretation and strategizing for digital campaigns to stay relevant in the evolving marketing landscape.
Tools & Resources
Google Analytics Academy, HubSpot Academy, Coursera/edX courses on Digital Marketing
Career Connection
Proficiency in analytics and digital tools is highly sought after in modern marketing, opening doors to roles in digital marketing, market research, and data-driven strategy.
Advanced Stage
Excel in Capstone Project and Viva-Voce- (Semester 4)
Dedicate significant effort to the Semester 4 Project Report, choosing a topic relevant to your marketing specialization. Focus on rigorous research methodology, data analysis, and professional presentation for the viva-voce to showcase your expertise.
Tools & Resources
Research mentors, statistical software (e.g., SPSS, R), academic databases
Career Connection
A well-executed project demonstrates research capabilities, problem-solving skills, and deep subject knowledge, which are highly valued by recruiters for strategic roles in marketing.
Comprehensive Placement Preparation- (Semester 4)
Actively participate in campus placement drives. Refine your resume, practice interview skills, group discussions, and aptitude tests. Tailor your applications to specific marketing roles matching your specialization and career goals.
Tools & Resources
University placement cell workshops, mock interviews, online aptitude test platforms (e.g., Mettl)
Career Connection
Thorough preparation maximizes the chances of securing desirable placement offers in top companies, aligning with career aspirations and ensuring a smooth transition into the professional world.
Continuous Learning and Industry Certification- (Semester 4 and beyond)
Identify and pursue relevant industry certifications in areas like Google Ads, Facebook Blueprint, or advanced analytics. Stay updated with the latest marketing technologies and trends through online courses and industry publications to remain competitive.
Tools & Resources
Google Skillshop, Facebook Blueprint, specific marketing technology platforms, webinars
Career Connection
Demonstrating a commitment to continuous learning and holding industry-recognized certifications significantly enhances marketability and career growth potential in a rapidly evolving marketing landscape.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s degree with minimum 50% marks (45% for SC/ST/SEBC/EWS candidates) from any recognized University and must have appeared for CMAT exam.
Duration: 4 semesters / 2 years
Credits: 96 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB101 | Management Principles & Practices | Core | 4 | Management Concepts and Evolution, Planning and Decision Making, Organizing and Staffing, Directing and Leading, Controlling and Coordination |
| MB102 | Accounting for Management | Core | 4 | Financial Accounting Fundamentals, Cost Accounting Principles, Management Accounting Techniques, Financial Statement Analysis, Budgeting and Variance Analysis |
| MB103 | Business Economics | Core | 4 | Microeconomic Principles, Macroeconomic Concepts, Demand and Supply Analysis, Production and Cost Theory, Market Structures and Pricing |
| MB104 | Business Statistics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing |
| MB105 | Organisational Behaviour | Core | 4 | Foundations of Individual Behavior, Perception, Learning, and Attitudes, Motivation Theories and Application, Group Dynamics and Team Building, Leadership and Conflict Management |
| MB106 | Business Communication | Core | 4 | Communication Process and Barriers, Oral Communication Skills, Written Communication for Business, Presentation Techniques, Interpersonal and Cross-Cultural Communication |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB201 | Marketing Management | Core | 4 | Marketing Concepts and Environment, Consumer and Business Markets, Market Segmentation, Targeting, Positioning, Product and Pricing Decisions, Promotion and Distribution Strategies |
| MB202 | Financial Management | Core | 4 | Introduction to Financial Management, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Dividend Policy Decisions |
| MB203 | Human Resource Management | Core | 4 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management, Compensation and Employee Relations |
| MB204 | Operations Management | Core | 4 | Operations Strategy and Design, Capacity and Facility Planning, Inventory Management, Quality Management and Control, Supply Chain Management |
| MB205 | Research Methodology | Core | 4 | Research Process and Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Ethics in Research |
| MB206 | Legal Aspects of Business | Core | 4 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Consumer Protection Act, 1986, Company Law Fundamentals |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB301 | Strategic Management | Core | 4 | Concept of Strategy, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Evaluation and Control |
| MB302 | Management Information System | Core | 4 | Information Systems Fundamentals, Database Management Systems, E-Commerce and M-Commerce, Decision Support Systems, IT Strategy and Governance |
| MB303 | Innovation and Entrepreneurship | Core | 4 | Nature of Innovation and Entrepreneurship, Business Idea Generation, Business Plan Development, Funding for Startups, Managing Growth and Exit Strategies |
| MB3M1 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Making Process, Psychological Factors in Buying, Sociological Factors in Buying, Cultural Influences on Consumption, Consumer Research and Insights |
| MB3M2 | Marketing Research | Elective (Marketing) | 4 | Marketing Research Process, Research Design Types, Data Collection Methods, Sampling and Fieldwork, Data Analysis and Report Writing |
| MB3M3 | Integrated Marketing Communication | Elective (Marketing) | 4 | Role of IMC in Marketing, Advertising Management, Sales Promotion and Publicity, Personal Selling and Direct Marketing, Digital and Social Media Marketing Communication |
| MB3M4 | Rural and Agricultural Marketing | Elective (Marketing) | 4 | Rural Market Environment in India, Rural Consumer Behavior, Marketing Strategies for Rural Areas, Agricultural Marketing Channels, Rural Distribution and Communication |
| MB3M5 | Services Marketing | Elective (Marketing) | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Designing and Managing Service Processes, Pricing and Promotion of Services, Managing People and Physical Evidence |
| MB3M6 | Industrial Marketing | Elective (Marketing) | 4 | Business-to-Business Markets, Organizational Buying Behavior, Market Segmentation in B2B, Product and Service Strategies for B2B, Channel and Pricing Strategies in B2B |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB401 | Corporate Social Responsibility & Ethics | Core | 4 | Foundations of Business Ethics, Corporate Governance Principles, Concept and Scope of CSR, Stakeholder Management, Ethical Decision-Making Frameworks |
| MB402 | Project Report & Viva-Voce | Core | 6 | Problem Identification and Formulation, Literature Review and Research Design, Data Collection and Analysis, Findings, Recommendations, and Conclusion, Report Writing and Presentation Skills |
| MB4M1 | Sales & Distribution Management | Elective (Marketing) | 4 | Sales Management Process, Sales Force Planning and Control, Channel of Distribution Decisions, Logistics and Supply Chain in Distribution, Channel Management and Conflict Resolution |
| MB4M2 | Brand Management | Elective (Marketing) | 4 | Brand Identity and Brand Equity, Brand Positioning and Differentiation, Brand Architecture and Extensions, Brand Communication Strategies, Brand Revitalization and Crisis Management |
| MB4M3 | International Marketing | Elective (Marketing) | 4 | Global Marketing Environment Analysis, International Market Entry Strategies, International Product and Branding Decisions, Global Pricing and Promotion Strategies, International Distribution and Logistics |
| MB4M4 | Retail Management | Elective (Marketing) | 4 | Retailing Environment and Formats, Retail Location and Site Selection, Merchandise Management, Store Operations and Layout, Retail Technology and Trends |
| MB4M5 | Digital Marketing | Elective (Marketing) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| MB4M6 | Customer Relationship Management | Elective (Marketing) | 4 | CRM Concepts and Strategy, Customer Data Management, Customer Loyalty and Retention Programs, CRM Technologies and Implementation, Customer Service and Experience Management |
