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B-TECH-MBA in Marketing Management at Indian Institute of Technology Kanpur
Kanpur Nagar, Uttar Pradesh
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About the Specialization
What is Marketing Management at Indian Institute of Technology Kanpur Kanpur Nagar?
This Marketing Management program at IIT Kanpur focuses on equipping future leaders with strategic insights and analytical tools to navigate dynamic Indian and global markets. Emphasizing digital transformations and consumer-centric approaches, it distinguishes itself by blending rigorous management theories with practical applications relevant to India''''s diverse economic landscape, preparing students for impactful roles in the industry.
Who Should Apply?
This program is ideal for engineering graduates with a strong analytical foundation seeking to transition into business leadership roles in marketing. It attracts fresh graduates aiming for entry into fast-paced marketing functions in Indian tech or consumer goods sectors, and working professionals keen to upskill in digital marketing, brand management, or marketing analytics, leveraging their technical background for a competitive edge.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths in brand management, digital marketing, market research, and sales leadership across FMCG, e-commerce, and tech companies. Entry-level salaries typically range from INR 12-18 LPA, with significant growth trajectories for experienced professionals reaching INR 30+ LPA. The program also aligns with certifications in analytics and digital marketing.
Student Success Practices
Foundation Stage
Master Core Management Concepts- (MBA Semester 1-2)
Dedicate time to thoroughly understand foundational management principles in marketing, finance, and operations. Actively participate in case studies and group discussions to apply theoretical knowledge to real-world business scenarios. Utilize institutional resources like library databases and faculty office hours to clarify doubts and deepen understanding.
Tools & Resources
Harvard Business Review cases, NPTEL lectures on core MBA subjects, IITK Central Library resources, Peer study groups
Career Connection
A strong grasp of fundamentals is essential for cracking initial interview rounds and building a robust framework for advanced specialization, preparing for roles in strategy and analysis.
Develop Analytical & Quantitative Skills- (MBA Semester 1-2)
Focus on enhancing data analysis and quantitative modeling skills crucial for modern marketing. Take advantage of electives or workshops in data analytics, statistics, and spreadsheet modeling. Practice problem-solving using tools like Excel and R/Python to interpret market data and make informed business decisions.
Tools & Resources
Coursera/edX courses on data analytics, IITK''''s computing facilities, Datasets from Kaggle/UCI repository, Statistical software tutorials
Career Connection
These skills are highly valued by Indian companies for roles in marketing analytics, business intelligence, and market research, providing a competitive edge in placements.
Engage in Communication & Presentation Workshops- (MBA Semester 1-2)
Actively seek opportunities to improve business communication and presentation skills, vital for corporate interactions. Participate in institute-level speaking contests, club activities, and mock presentation sessions. Seek feedback from professors and peers on your articulation and persuasive abilities.
Tools & Resources
Toastmasters International clubs (if available), IITK''''s communication skill development programs, Public speaking practice platforms, Peer review sessions
Career Connection
Strong communication is critical for client presentations, team collaborations, and effective leadership, significantly impacting career progression and networking in the Indian corporate landscape.
Intermediate Stage
Secure a Marketing-Focused Summer Internship- (After MBA Semester 2)
Proactively seek and secure an 8-10 week summer internship with a reputable Indian or multinational company in a marketing-specific role (e.g., brand management, digital marketing, sales). Leverage IITK''''s career services, alumni network, and industry connections to find relevant opportunities. Focus on learning practical aspects of marketing.
Tools & Resources
IITK Career Development Centre, LinkedIn, Alumni mentors, Company career pages, Internship portals like Internshala
Career Connection
A strong internship provides real-world experience, helps in networking, and significantly boosts final placement prospects in India, often leading to Pre-Placement Offers (PPOs).
Specialize through Electives & Certifications- (MBA Semester 2-4)
Choose Marketing Management electives strategically to build deep expertise in chosen areas like digital marketing, product management, or marketing analytics. Complement academic learning with industry-recognized certifications (e.g., Google Ads, HubSpot, SAS/R/Python for marketing analytics) to enhance practical skills and resume strength.
Tools & Resources
Online certification platforms (Coursera, edX, Udemy), Industry-specific training programs, IITK departmental workshops, Marketing-focused industry webinars
Career Connection
Specialized skills directly translate to desirable roles in targeted marketing domains, making candidates highly sought after by Indian companies seeking specific expertise.
Participate in National Level Case Competitions- (MBA Semester 2-4)
Form teams and actively participate in national-level marketing case competitions (e.g., Godrej LOUD, HUL L.I.M.E., Tata Steel-a-thon). These competitions offer hands-on problem-solving experience, exposure to diverse industry challenges, and networking opportunities with corporate leaders and recruiters.
Tools & Resources
Case competition platforms, Past case studies, Faculty advisors, Industry mentors, Peer learning groups
Career Connection
Success in these competitions demonstrates leadership, teamwork, strategic thinking, and problem-solving abilities, which are highly valued during placements in India''''s competitive job market.
Advanced Stage
Undertake a Live Marketing Project or Research- (MBA Semester 4)
Work on a comprehensive live marketing project, either as part of your final MBA project or independently, addressing a real business challenge for a company or startup. This allows for practical application of learned concepts, data analysis, and strategic recommendations, showcasing problem-solving capabilities to potential employers.
Tools & Resources
Industry contacts, Faculty mentorship, Market research databases, Statistical software, Project management tools
Career Connection
A well-executed project acts as a strong portfolio piece, demonstrating tangible skills and impact, which is crucial for landing senior entry-level or managerial roles in Indian companies.
Optimize Placement Preparation & Networking- (MBA Semester 4)
Engage intensely in placement preparation, focusing on resume building, mock interviews (both HR and technical/case-based), and personal branding. Actively network with alumni, industry professionals, and recruiters through campus recruitment drives, alumni events, and LinkedIn. Tailor applications to specific roles and companies.
Tools & Resources
IITK Placement Cell, Professional resume services, Mock interview panels, LinkedIn Premium, Alumni association platforms, Industry events
Career Connection
Strategic preparation and networking significantly improve chances of securing desired roles in top Indian and international companies, ensuring a strong start to your marketing career.
Cultivate Continuous Learning & Industry Awareness- (Post-MBA Graduation onwards)
Commit to continuous learning by staying updated on the latest marketing trends, technologies (e.g., AI in marketing, Web3), and industry best practices in India. Subscribe to industry newsletters, follow thought leaders, and attend webinars/conferences. This demonstrates proactive career management and adaptability.
Tools & Resources
Marketing industry publications (e.g., Marketing Week, Afaqs!), Professional bodies (e.g., IAA India), Online learning platforms, Industry conferences
Career Connection
Lifelong learning ensures relevance and enables growth into leadership positions in a rapidly evolving Indian marketing landscape, keeping skills sharp for future opportunities.
Program Structure and Curriculum
Eligibility:
- For direct MBA program: Bachelor''''s degree in Engineering/Technology or equivalent, or Master''''s degree in Science, Economics, or Commerce with at least 65% aggregate marks (or CPI of 6.5/10). Valid CAT score required. For Dual Degree students: Typically, strong academic performance in the B.Tech program and departmental recommendation are required to opt for the MBA part.
Duration: 2 years (4 semesters) for MBA component
Credits: 90 credits (for MBA component) Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester semester
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| IME601 | Introduction to Management & Organizations | Core | 3 | Management theories, Organizational structures, Planning & decision making, Leadership & motivation, Control processes |
| IME603 | Managerial Economics | Core | 3 | Demand & supply analysis, Production & cost theory, Market structures, Pricing strategies, Game theory |
| IME605 | Accounting & Financial Management | Core | 3 | Financial statements, Cost accounting, Budgeting, Working capital management, Capital budgeting |
| IME607 | Data Analysis for Management | Core | 3 | Descriptive statistics, Probability distributions, Hypothesis testing, Regression analysis, Forecasting techniques |
| IME609 | Organizational Behaviour | Core | 3 | Individual behavior, Group dynamics, Leadership styles, Organizational culture, Conflict & stress management |
Semester semester
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| IME602 | Marketing Management | Core (Foundational for Specialization) | 3 | Market analysis, Consumer segmentation, Product development, Pricing strategies, Promotion & distribution channels |
| IME604 | Human Resource Management | Core | 3 | HR planning, Recruitment & selection, Performance appraisal, Compensation & benefits, Training & development |
| IME606 | Financial Management | Core | 3 | Capital structure, Investment decisions, Dividend policy, Risk management, Valuation methods |
| IME608 | Management Information Systems | Core | 3 | IT infrastructure, Database management, E-commerce strategies, Decision support systems, IT strategy & governance |
| IME610 | Operations Management | Core | 3 | Process design, Supply chain management, Inventory control, Quality management, Project scheduling |
| IME612 | Business Ethics & Corporate Social Responsibility | Core | 3 | Ethical theories, Corporate governance, Stakeholder management, Sustainability initiatives, Social impact assessment |
| IME710 | Consumer Behavior | Elective (Marketing Specialization Example) | 3 | Buying decision process, Psychological factors, Sociological influences, Cultural aspects, Market segmentation strategies |
| IME711 | Sales and Distribution Management | Elective (Marketing Specialization Example) | 3 | Sales force management, Distribution channels, Channel design & conflict, Wholesaling & retailing, Logistics & supply chain integration |
Semester semester
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| IME701 | Strategic Management | Core | 3 | Vision & mission development, Environmental analysis (PESTEL, Porter''''s), Strategy formulation (corporate, business, functional), Strategy implementation & control, Competitive advantage & differentiation |
| IME703 | Research Methodology | Core | 3 | Research design, Data collection methods, Sampling techniques, Statistical analysis tools, Report writing & ethics |
| IME799 | Summer Internship | Mandatory | 3 | Industry exposure, Project application, Skill development, Report writing, Professional presentation |
| IME712 | Product and Brand Management | Elective (Marketing Specialization Example) | 3 | Product life cycle, New product development, Brand equity & valuation, Brand positioning & identity, Product portfolio management |
| IME713 | Digital Marketing | Elective (Marketing Specialization Example) | 3 | SEO/SEM strategies, Social media marketing, Content marketing, Email marketing campaigns, Analytics & ROI in digital media |
| IME714 | Marketing Analytics | Elective (Marketing Specialization Example) | 3 | Marketing data sources, Predictive modeling in marketing, Customer lifetime value, Campaign optimization, Marketing dashboards & visualization |
Semester semester
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| IME715 | Services Marketing | Elective (Marketing Specialization Example) | 3 | Service characteristics, Service quality management, Customer experience design, Service recovery strategies, Relationship marketing |
| IME716 | International Marketing | Elective (Marketing Specialization Example) | 3 | Global market entry strategies, Cultural environment analysis, International product adaptation, Global pricing strategies, International promotion & distribution |
| IME717 | Advertising and Integrated Marketing Communication | Elective (Marketing Specialization Example) | 3 | Communication models, Advertising appeals & creativity, Media planning & buying, Public relations, Sales promotion techniques |
| IME798 | Project | Mandatory | 3 | Problem identification, Literature review, Methodology development, Data analysis & findings, Thesis writing & presentation |
