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MASTER-OF-BUSINESS-ADMINISTRATION in Marketing at Guru Gobind Singh Indraprastha University
Delhi, Delhi
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About the Specialization
What is Marketing at Guru Gobind Singh Indraprastha University Delhi?
This Marketing specialization program at Guru Gobind Singh Indraprastha University focuses on equipping future business leaders with advanced strategies and contemporary tools to thrive in dynamic markets. Given India''''s burgeoning consumer base and digital adoption, the program emphasizes understanding Indian consumer behavior, market entry strategies, and leveraging digital platforms. It aims to develop professionals capable of innovative brand building and effective market penetration, addressing the unique demands of the Indian industry.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into the vibrant marketing field, particularly those interested in brand management, digital marketing, or sales. It also caters to working professionals aiming to upskill in specialized marketing domains or transition into leadership roles within marketing departments. Candidates with a keen analytical mind and creative problem-solving aptitude, with a foundation in business or communication, would find this program particularly rewarding.
Why Choose This Course?
Graduates of this program can expect to pursue diverse and rewarding India-specific career paths, including roles as Brand Managers, Digital Marketing Specialists, Marketing Analysts, Sales Managers, and Retail Operations Managers. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals potentially earning INR 10-25 lakhs or more, depending on company and experience. The program aligns with industry demands for certifications in digital marketing analytics and provides a strong foundation for rapid growth in leading Indian and multinational companies.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Actively engage with foundational subjects like Marketing Management, Business Statistics, and Economics. Form study groups, participate in classroom discussions, and connect theoretical concepts to real-world Indian business scenarios. Focus on understanding the interdependence of various business functions.
Tools & Resources
Harvard Business Review (HBR) articles, NPTEL courses on basic management, case studies from IIMs
Career Connection
A strong grasp of fundamentals is critical for cracking entry-level interviews and performing effectively in initial roles across any business function, laying a solid base for marketing strategy.
Develop Effective Communication & Presentation Skills- (Semester 1-2)
Utilize opportunities in Business Communication and other core courses to enhance written and oral communication. Participate in debates, public speaking events, and present regularly. Seek feedback on presentation style and content.
Tools & Resources
Toastmasters International clubs (if available), online communication courses (e.g., Coursera), practicing with peers
Career Connection
Essential for client interaction, team collaboration, and conveying marketing strategies effectively, crucial for leadership roles.
Build Digital Literacy & Data Analysis Basics- (Semester 1-2)
Leverage the Computer Applications in Management course to gain proficiency in MS Excel for data analysis and PowerPoint for presentations. Explore basic data visualization tools and understand the role of information systems in business.
Tools & Resources
Microsoft Excel certifications, online tutorials for basic data visualization (e.g., Tableau Public), practical assignments from faculty
Career Connection
Fundamental for understanding market data, consumer insights, and preparing reports, which are vital in modern marketing roles.
Intermediate Stage
Advanced Stage
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in any discipline with a minimum of 50% marks in aggregate (45% for SC/ST/PWD). Passed in Common Admission Test (CAT) / CMAT or other equivalent entrance examination.
Duration: 2 years (4 semesters)
Credits: 100 Credits
Assessment: Internal: 25%, External: 75%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 101 | Management Process & Organisational Behaviour | Core | 4 | Management Principles and Functions, Organisational Behaviour Concepts, Individual Behaviour in Organisation, Group Dynamics and Team Building, Leadership and Motivation Theories, Organisational Change and Development |
| MBA 103 | Business Economics | Core | 4 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Theory, Market Structures and Pricing Decisions, Macroeconomic Indicators and Policies, Business Cycles and Economic Forecasting |
| MBA 105 | Accounting for Management | Core | 4 | Financial Accounting Principles, Cost Accounting Concepts, Analysis of Financial Statements, Budgeting and Budgetary Control, Fund Flow and Cash Flow Statements, Marginal Costing and Break-Even Analysis |
| MBA 107 | Business Environment | Core | 4 | Economic Environment of Business, Political and Legal Environment, Socio-Cultural Environment, Technological Environment and Innovation, Global Environment and Liberalization, Business Ethics and Corporate Social Responsibility |
| MBA 109 | Business Statistics | Core | 4 | Data Collection and Presentation, Measures of Central Tendency and Dispersion, Probability Theory and Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis |
| MBA 111 | Business Communication | Core | 4 | Communication Process and Types, Verbal and Non-Verbal Communication, Effective Listening and Feedback, Presentation Skills, Report Writing and Business Correspondence, Cross-Cultural Communication |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 102 | Marketing Management | Core | 4 | Marketing Concepts and Philosophies, Marketing Mix (4Ps), Consumer Behaviour and Market Segmentation, Targeting and Positioning, Product Life Cycle and New Product Development, Pricing Strategies and Promotion Mix |
| MBA 104 | Financial Management | Core | 4 | Goals of Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital and Capital Structure, Working Capital Management, Dividend Policy |
| MBA 106 | Human Resource Management | Core | 4 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits, Industrial Relations and Employee Welfare |
| MBA 108 | Operations Management | Core | 4 | Operations Strategy and Productivity, Facility Location and Layout, Inventory Management, Quality Management and TQM, Supply Chain Management, Project Management (PERT/CPM) |
| MBA 110 | Management Science | Core | 4 | Linear Programming, Transportation and Assignment Problems, Network Analysis (PERT/CPM), Decision Theory, Game Theory, Simulation Techniques |
| MBA 112 | Computer Applications in Management | Core | 4 | Information Systems and E-commerce, Database Management Systems, Data Communication and Networking, Management Information Systems (MIS), Decision Support Systems (DSS), Spreadsheet Applications (MS Excel) and Presentation Tools |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 201 | Strategic Management | Core | 4 | Strategy Formulation and Implementation, Strategic Analysis and Choices, Competitive Advantage and Grand Strategies, Corporate Governance and Ethics, Strategic Control and Evaluation, Global Strategy and Diversification |
| MBA 203 | Research Methodology | Core | 4 | Research Process and Problem Formulation, Research Design Types, Data Collection Methods (Primary/Secondary), Sampling Techniques, Data Analysis and Interpretation, Report Writing and Ethics in Research |
| MBA 205 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Making Process, Individual Influences on Behaviour, Group and Social Influences, Cultural and Cross-Cultural Influences, Consumer Learning and Motivation, Attitude Formation and Change |
| MBA 207 | Advertising & Brand Management | Elective (Marketing) | 4 | Role of Advertising in Marketing, Advertising Objectives and Budgeting, Media Planning and Strategy, Creative Strategy and Message Development, Brand Concepts and Brand Equity, Brand Positioning and Communication Strategies |
| MBA 209 | Sales & Distribution Management | Elective (Marketing) | 4 | Sales Force Objectives and Organization, Sales Force Recruitment and Training, Sales Force Motivation and Compensation, Distribution Channel Design and Management, Channel Members and Conflict Management, Logistics and Physical Distribution |
| MBA 211 | Retail Management | Elective (Marketing) | 4 | Retail Formats and Theories, Retail Location and Store Design, Merchandise Management, Retail Pricing and Promotion, Store Operations and Customer Service, E-tailing and Omni-channel Retailing |
| MBA 213 | Services Marketing | Elective (Marketing) | 4 | Characteristics of Services, Service Quality and Customer Expectations, Service Design and Development, Managing Service Delivery, Pricing and Promotion of Services, Marketing of Financial and Hospitality Services |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 251 | Project Report | Project | 4 | Problem Identification and Objectives, Literature Review, Research Methodology and Data Collection, Data Analysis and Findings, Recommendations and Conclusion, Report Writing and Presentation Skills |
| MBA 253 | Comprehensive Viva-Voce | Viva-Voce | 4 | Overall Understanding of MBA Curriculum, Application of Core Management Concepts, Insights from Specialization Subjects, Ability to Integrate Knowledge, Presentation and Defense of Project Work, Current Business Trends and Knowledge |
| MBA 255 | International Marketing | Elective (Marketing) | 4 | Global Marketing Environment Analysis, International Market Entry Strategies, Global Product and Pricing Decisions, International Distribution Channels, Global Promotion and Communication, Cross-Cultural Consumer Behavior |
| MBA 257 | Digital Marketing | Elective (Marketing) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Mobile Marketing |
| MBA 259 | Marketing Research | Elective (Marketing) | 4 | Marketing Research Process, Problem Definition and Research Design, Data Collection Methods in Marketing, Questionnaire Design and Scaling Techniques, Data Analysis using Statistical Tools, Marketing Research Report Preparation |
| MBA 261 | Rural Marketing | Elective (Marketing) | 4 | Rural Market Environment and Demographics, Rural Consumer Behavior, Product Strategy for Rural Markets, Pricing and Promotion in Rural Areas, Distribution Channels in Rural India, Challenges and Opportunities in Rural Marketing |
| MBA 263 | Integrated Marketing Communication | Elective (Marketing) | 4 | Concept of Integrated Marketing Communication (IMC), Advertising and Sales Promotion, Public Relations and Publicity, Direct Marketing and Personal Selling, Event Marketing and Sponsorship, Media Strategy and Effectiveness |
| MBA 265 | Supply Chain & Logistics Management | Elective (Marketing) | 4 | Fundamentals of Supply Chain Management, Logistics and Transportation, Inventory Management, Warehousing and Material Handling, Supply Chain Strategy and Design, Global Supply Chains and SCM Technologies |
