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MBA in Marketing at Indian Institute of Engineering Science and Technology, Shibpur
Howrah, West Bengal
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About the Specialization
What is Marketing at Indian Institute of Engineering Science and Technology, Shibpur Howrah?
This Marketing program at IIEST Shibpur focuses on equipping students with advanced knowledge and practical skills crucial for dynamic marketing roles in the Indian landscape. It differentiates itself by integrating traditional marketing principles with contemporary digital strategies, preparing professionals to navigate evolving consumer behaviors and market trends. The Indian market demands innovative marketers adept at brand building, consumer engagement, and data-driven decision-making, emphasizing both theoretical depth and practical application.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into marketing management roles, as well as working professionals looking to upskill in marketing, branding, or sales. It also caters to career changers transitioning into the fast-paced marketing industry. While general MBA eligibility applies, individuals with a keen interest in consumer behavior, market analytics, and creative problem-solving will find this specialization particularly rewarding for their career aspirations.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including roles such as Brand Manager, Digital Marketing Specialist, Sales Manager, Market Research Analyst, and Product Manager. Entry-level salaries typically range from INR 5-8 LPA, with experienced professionals earning INR 15-25+ LPA in leading Indian companies and MNCs. The program aligns with industry demands, preparing students for professional certifications in digital marketing and analytics, enhancing their growth trajectories in a competitive job market.
Student Success Practices
Foundation Stage
Master Core Management Principles- (Semester 1-2)
Engage deeply with fundamental subjects like Marketing Management, Managerial Economics, Accounting for Managers, and Business Statistics. Focus on understanding concepts through case studies relevant to the Indian business environment. Utilize platforms like NPTEL and join peer learning groups to solidify understanding.
Tools & Resources
NPTEL, Departmental study groups, Industry case studies
Career Connection
A strong foundation in these core areas is vital for making informed business decisions and for success in subsequent specialized marketing courses, crucial for early career roles.
Enhance Business Communication & Soft Skills- (Semester 1-2)
Actively participate in the Soft Skill Development modules, focusing on presentation skills, written communication, and group dynamics. Practice mock interviews and group discussions regularly. Enroll in college clubs like Toastmasters for public speaking.
Tools & Resources
Toastmasters International (if available), Mock interview sessions, GD practice groups
Career Connection
Effective communication is a cornerstone for marketing professionals, crucial for client presentations, team collaborations, and excelling in placement interviews within India.
Early Industry Exploration via Micro-Projects- (Semester 1-2)
Seek out short-term, unpaid online or local micro-projects during breaks in areas like market research, content creation, or social media management for small businesses. Leverage platforms like Internshala for initial exposure.
Tools & Resources
Internshala, LinkedIn, Local startups/small businesses
Career Connection
This early practical engagement helps identify specific marketing interests and provides rudimentary experience to build upon, making resume building easier for future internships.
Intermediate Stage
Deep Dive into Marketing Specialization- (Semester 3)
Thoroughly engage with the chosen Marketing electives (e.g., Consumer Behaviour, Sales and Distribution Management, Advertising & Brand Management). Actively participate in discussions, analyze case studies, and undertake research projects specific to these areas. Consider joining marketing clubs or student chapters to apply theoretical knowledge.
Tools & Resources
Marketing clubs/societies, Industry specific case studies, Live projects
Career Connection
This focused study is essential for building expertise and for confidently discussing marketing strategies during internship and placement interviews, leading to specialized roles.
Strategic Summer Internship Project (SIP)- (Semester 3 (during summer break))
Treat the Summer Internship Project as a critical learning and networking opportunity. Choose a project that aligns with your marketing specialization. Focus on delivering measurable results and building strong relationships with industry mentors. Actively seek feedback and integrate it into your work.
Tools & Resources
Company-specific project reports, Mentorship from industry professionals, Networking events
Career Connection
A successful SIP is often a direct pathway to pre-placement offers and provides invaluable, relevant work experience for your resume in the Indian market, enhancing your career launch.
Develop Analytical & Digital Marketing Acumen- (Semester 3)
Beyond theoretical concepts, gain practical proficiency in marketing analytics tools (e.g., Google Analytics, social media analytics tools) and digital marketing strategies. Pursue online certifications in SEO, SEM, or content marketing from platforms like Google Skillshop or HubSpot.
Tools & Resources
Google Analytics, HubSpot Academy, Google Skillshop, Advanced Excel
Career Connection
Data-driven marketing is a key differentiator, and demonstrating these skills will make you highly competitive for roles in the Indian digital economy, opening doors to various marketing tech positions.
Advanced Stage
Refine Advanced Marketing Competencies- (Semester 4)
Focus on advanced electives (e.g., Marketing Research, Digital Marketing, Retail Management) and integrate learning across all marketing domains. Engage in complex capstone projects or the Dissertation/Project Work, applying comprehensive marketing knowledge to solve real business problems.
Tools & Resources
Dissertation/Thesis guidance, Advanced marketing software, Industry challenge competitions
Career Connection
This stage solidifies expertise and prepares you for leadership roles requiring integrated strategic thinking, positioning you for higher-level management responsibilities in marketing.
Targeted Placement Preparation- (Semester 4)
Tailor your resume and interview preparation specifically to marketing roles. Participate in mock interviews, group discussions, and aptitude tests organized by the placement cell. Actively research companies and their marketing strategies, particularly those operating in India.
Tools & Resources
Placement cell resources, Alumni network, Company research platforms (e.g., Glassdoor India)
Career Connection
Focused preparation is key to converting interviews into successful placements, helping you secure your desired marketing role in reputable Indian and multinational companies.
Continuous Learning & Industry Trend Awareness- (Ongoing, particularly Semester 4)
Stay updated with the latest trends in marketing, technology, and consumer behavior through industry publications, marketing blogs, and professional webinars. Consider joining professional marketing associations.
Tools & Resources
Marketing journals, Industry blogs (e.g., Marketing Week, Indian Express business), Professional associations (e.g., AMA India chapter)
Career Connection
The marketing landscape evolves rapidly, especially in India, and continuous learning demonstrates initiative and adaptability, which are highly valued by employers for long-term career growth.
Program Structure and Curriculum
Eligibility:
- Bachelor’s degree in Engineering/Technology or equivalent with valid CAT/MAT/CMAT/XAT/GMAT score, or a Bachelor’s Degree (10+2+3) in any discipline with a valid CAT/MAT/CMAT/XAT/GMAT score. Relevant professional qualifications may also be considered. (Source: MBA Admission Information Brochure 2024-25)
Duration: 4 semesters / 2 years
Credits: 112 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 101 | Management Process & Organizational Behaviour | Core | 4 | Evolution of Management Thought, Management Functions, Managerial Roles, Organizational Behavior Fundamentals, Motivation and Leadership, Group Dynamics and Change Management |
| MBA 102 | Managerial Economics | Core | 4 | Demand and Supply Analysis, Production and Cost Theory, Market Structures and Pricing Strategies, Macroeconomic Concepts, National Income and Business Cycles, Economic Policies |
| MBA 103 | Accounting for Managers | Core | 4 | Financial Accounting Fundamentals, Preparation of Financial Statements, Cost Accounting Concepts, Budgeting and Variance Analysis, Working Capital Management, Capital Budgeting |
| MBA 104 | Business Statistics | Core | 4 | Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression Analysis, Time Series Analysis, Index Numbers |
| MBA 105 | Business Communication & Legal Environment | Core | 4 | Principles of Business Communication, Oral and Written Communication, Business Correspondence, Presentation Skills, Indian Contract Act, Company Law and Consumer Protection Act |
| MBA 106 | Computer Applications in Business | Core | 3 | Introduction to Information Technology, MS Office Applications for Business, Database Management Systems, Internet and E-commerce, ERP Systems, Data Security |
| MBA 107 | Business Ethics & Corporate Governance | Core | 3 | Ethical Theories in Business, Business Values and Indian Ethos, Corporate Social Responsibility, Principles of Corporate Governance, Stakeholder Management, Ethical Dilemmas |
| MBA 108 | Soft Skill Development-I | Core | 1 | Personality Development, Interpersonal Communication, Group Discussion Skills, Interview Techniques, Self-Assessment, Time Management |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 201 | Marketing Management | Core | 4 | Marketing Concepts and Environment, Consumer Behavior and Market Segmentation, Product and Pricing Strategies, Promotion and Distribution Channels, Services Marketing, Digital Marketing Fundamentals |
| MBA 202 | Financial Management | Core | 4 | Time Value of Money, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Dividend Policy, Financial Market Operations |
| MBA 203 | Human Resource Management | Core | 4 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management, Industrial Relations |
| MBA 204 | Operations Research | Core | 4 | Linear Programming, Transportation and Assignment Problems, Queuing Theory, Network Analysis (PERT/CPM), Game Theory, Simulation Techniques |
| MBA 205 | Operations Management | Core | 4 | Production Systems and Design, Facility Location and Layout, Inventory Management, Quality Management and Control, Maintenance Management, Project Management |
| MBA 206 | Research Methodology | Core | 3 | Research Design and Process, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Hypothesis Testing, Report Writing |
| MBA 207 | Management Information System | Core | 3 | Information Systems Concepts, Database Management Systems, Decision Support Systems, E-commerce and M-commerce, IT Strategy and Business Transformation, Cyber Security |
| MBA 208 | Soft Skill Development-II | Core | 1 | Advanced Communication Skills, Team Building and Collaboration, Leadership Development, Negotiation Skills, Emotional Intelligence, Cross-Cultural Communication |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 301 | Strategic Management | Core | 4 | Strategic Analysis and Formulation, Environmental Scanning, SWOT Analysis, Corporate and Business Level Strategies, Strategy Implementation and Control, Mergers and Acquisitions |
| MBA 302 | Project Management & Entrepreneurship | Core | 4 | Project Life Cycle, Project Planning and Scheduling, Project Risk Management, Entrepreneurial Process, Business Plan Development, Funding for Start-ups |
| MBA 303 | Summer Internship Project | Core | 4 | Practical Industry Exposure, Application of Management Concepts, Problem Identification and Analysis, Data Collection and Reporting, Presentation Skills, Industry Best Practices |
| MBA 304 M1 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Making Process, Psychological Factors in Buying, Socio-Cultural Influences, Consumer Research, Opinion Leadership, Ethics in Consumer Behavior |
| MBA 304 M2 | Sales and Distribution Management | Elective (Marketing) | 4 | Sales Process and Planning, Sales Force Management, Channel Design and Management, Logistics and Supply Chain in Sales, Sales Promotion Strategies, Retailer and Wholesaler Management |
| MBA 304 M3 | Advertising & Brand Management | Elective (Marketing) | 4 | Advertising Objectives and Budgeting, Creative Strategy and Message Design, Media Planning and Evaluation, Brand Identity and Positioning, Brand Equity and Valuation, Integrated Marketing Communications |
| MBA 304 M4 | Services Marketing | Elective (Marketing) | 4 | Characteristics of Services, Service Quality and Customer Satisfaction, Service Process and Design, Managing Service Encounters, Service Recovery, Customer Relationship Management in Services |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 401 | International Business Management | Core | 4 | Globalization and International Trade Theories, Foreign Direct Investment, Foreign Exchange Markets, International Marketing Strategies, Global Human Resource Management, Cross-Cultural Management |
| MBA 402 | Dissertation/Project Work | Core | 8 | Research Problem Identification, Literature Review, Methodology Design, Data Collection and Analysis, Report Writing and Presentation, Contribution to Knowledge |
| MBA 403 M1 | Marketing Research | Elective (Marketing) | 4 | Marketing Research Process, Research Design Types, Data Collection Methods, Questionnaire Design, Data Analysis Techniques, Marketing Information Systems |
| MBA 403 M2 | Rural Marketing | Elective (Marketing) | 4 | Indian Rural Environment, Rural Consumer Behavior, Product and Pricing Strategies for Rural Markets, Rural Distribution Channels, Rural Communication Strategies, Challenges in Rural Marketing |
| MBA 403 M3 | Digital Marketing | Elective (Marketing) | 4 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing, Email Marketing, Web Analytics and Performance Measurement |
| MBA 403 M4 | Supply Chain Management | Elective (Marketing) | 4 | Supply Chain Design and Strategy, Logistics Management, Inventory Management, Transportation Management, Information Technology in SCM, Global Supply Chains |
| MBA 403 M5 | Retail Management | Elective (Marketing) | 4 | Retailing Environment and Formats, Retail Location and Layout, Merchandising and Category Management, Retail Store Operations, Customer Service in Retail, E-retailing and Omnichannel Strategy |
