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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 practical skills to navigate the dynamic Indian market. It emphasizes data-driven decision-making, digital proficiency, and understanding consumer behavior. The program integrates core marketing principles with cutting-edge industry trends, making graduates highly relevant for India''''s rapidly evolving consumer landscape.
Who Should Apply?
This program is ideal for engineering graduates and professionals with a quantitative background seeking to enter or advance in marketing roles. It suits individuals eager to understand consumer psychology, leverage technology for marketing, or transition into brand, product, or sales management. Ambitious career changers looking to make an impact in India''''s vibrant consumer goods and services sectors will also find this program highly beneficial.
Why Choose This Course?
Graduates of this program can expect diverse career paths in brand management, marketing analytics, digital marketing, and sales leadership across Indian and multinational corporations. Entry-level salaries typically range from INR 10-18 LPA, with significant growth potential for experienced professionals. The curriculum aligns with industry certifications, enhancing employability and fostering leadership in a competitive Indian business environment.
Student Success Practices
Foundation Stage
Master Core Marketing Fundamentals- (Semester 1-2)
Dedicate extra time to understanding the foundational principles of Marketing Management I & II, Microeconomics, and Statistics. Focus on case studies and real-world examples from the Indian context to build a strong theoretical base and practical understanding.
Tools & Resources
Philip Kotler''''s Marketing Management, Harvard Business Review cases (India focus), NielsenIQ India reports
Career Connection
A solid foundation is crucial for excelling in advanced marketing electives and impressing recruiters during internships and placements by demonstrating conceptual clarity.
Develop Data Analysis Proficiency- (Semester 1-2)
Actively engage with statistical methods and optimization models courses. Seek opportunities to apply these tools to marketing problems, perhaps through small projects or by analyzing publicly available datasets related to Indian consumer trends. Develop proficiency in Excel and basic statistical software.
Tools & Resources
Microsoft Excel, R/Python for beginners, Coursera courses on Business Analytics, Kaggle datasets on Indian consumer data
Career Connection
Marketing analytics is a high-demand skill in India. Proficiency here opens doors to roles in market research, digital marketing analytics, and business intelligence.
Engage in Peer Learning and Discussion Groups- (Semester 1-2)
Form study groups to discuss complex topics and case studies. Collaborate on assignments and presentations, fostering a deeper understanding and improving communication skills. Participate in departmental seminars and workshops for broader exposure.
Tools & Resources
Collaborative online platforms, Departmental reading groups, Guest lectures and seminars
Career Connection
Enhances problem-solving abilities, communication, and teamwork, which are highly valued by employers, while also building a strong professional network within the cohort.
Intermediate Stage
Pursue Marketing-Focused Internships- (Summer after Semester 2)
Actively seek summer internships in marketing roles, ideally at Indian startups, FMCG companies, or advertising agencies. Focus on gaining hands-on experience in areas like market research, digital campaign execution, or sales support. Leverage the IIT Kanpur network for opportunities.
Tools & Resources
IITK Career Development Centre, LinkedIn, Internshala, Naukri.com
Career Connection
Practical exposure during internships is vital for applying classroom knowledge, building industry contacts, and often leads to pre-placement offers (PPOs) in top Indian companies.
Specialize through Electives and Certifications- (Semester 3)
Strategically choose Marketing Management electives that align with your career interests (e.g., Digital Marketing, Brand Management). Supplement with industry certifications in areas like Google Ads, Google Analytics, or HubSpot Marketing to demonstrate specialized skills.
Tools & Resources
Google Skillshop, HubSpot Academy, Udemy/Coursera specialized courses
Career Connection
Specialized knowledge and certifications make you a more attractive candidate for specific marketing roles and can significantly boost your employability in the Indian job market.
Participate in National Marketing Competitions- (Semester 3-4)
Actively join marketing case competitions, B-plan challenges, and branding events organized by various B-schools or companies across India. This provides a platform to apply theoretical knowledge, work under pressure, and network with industry professionals.
Tools & Resources
Dare2Compete, Campus recruitment challenges by companies, Marketing clubs
Career Connection
Showcases problem-solving skills, creativity, and teamwork to potential employers, enhancing your resume and providing direct exposure to industry challenges.
Advanced Stage
Develop a Strong Personal Brand and Portfolio- (Semester 4)
Create a professional online presence, including a LinkedIn profile showcasing your projects, internships, and certifications. Develop a portfolio of marketing work (campaigns, analysis reports, content) that demonstrates your capabilities and strategic thinking.
Tools & Resources
LinkedIn, Personal website/blog, Behance (for creative work)
Career Connection
A strong personal brand and portfolio are crucial for standing out in the competitive Indian job market and attracting recruiters for desired marketing roles.
Network Extensively and Seek Mentorship- (Semester 4)
Attend industry events, alumni meets, and connect with marketing professionals on platforms like LinkedIn. Seek mentorship from IIT Kanpur alumni or industry leaders to gain insights, guidance, and potential career opportunities.
Tools & Resources
IITK Alumni Network, LinkedIn networking groups, Industry conferences
Career Connection
Networking is paramount for job search, gaining industry insights, and identifying hidden opportunities in the Indian marketing ecosystem, leading to better placements.
Refine Interview and Presentation Skills- (Semester 4)
Practice mock interviews, group discussions, and presentations tailored for marketing roles. Work on articulating your marketing strategies, analytical approach, and understanding of consumer behavior clearly and concisely. Seek feedback from career services and peers.
Tools & Resources
IITK Career Development Centre workshops, Mock interview platforms, Peer review sessions
Career Connection
Excellent communication and presentation skills are essential for excelling in placement interviews and securing positions in top marketing firms in India.
Program Structure and Curriculum
Eligibility:
- B.Tech./B.E./B.Arch. (with Mathematics as one of the subjects in 10+2)/B.Sc. (4-Year)/B.S. (4-Year)/B.Pharm./B.Des./B.Arch. or Master’s degree with at least 65% marks or a CPI of 6.5 on a 10-point scale. Valid CAT score is mandatory.
Duration: 2 years (4 semesters)
Credits: 81 credits (42 core + 30 elective + 9 summer project) Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| IME601A | Microeconomics | Core | 3 | Consumer Theory, Producer Theory, Market Structures, Welfare Economics, Pricing Strategies |
| IME602A | Macroeconomics | Core | 3 | National Income Accounting, Inflation and Unemployment, Fiscal Policy, Monetary Policy, International Trade |
| IME603A | Financial Accounting | Core | 3 | Financial Statements, Accounting Principles, Balance Sheet, Income Statement, Cash Flow Analysis |
| IME604A | Organizational Structure & Design | Core | 3 | Organizational Theories, Culture and Climate, Leadership Styles, Change Management, Organizational Behavior |
| IME605A | Marketing Management I | Core | 3 | Introduction to Marketing, Market Segmentation, Targeting and Positioning, Product Life Cycle, Marketing Environment |
| IME606A | Operations Management I | Core | 3 | Process Analysis, Capacity Planning, Supply Chain Fundamentals, Quality Management, Production Planning |
| IME607A | Statistical Methods for Management | Core | 3 | Probability Distributions, Hypothesis Testing, Regression Analysis, Data Analysis Techniques, Sampling Methods |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| IME611A | Management Information Systems | Core | 3 | IT Infrastructure, Database Management, E-Business Strategies, Decision Support Systems, Enterprise Resource Planning |
| IME612A | Human Resource Management | Core | 3 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation and Benefits |
| IME613A | Financial Management | Core | 3 | Capital Budgeting, Working Capital Management, Cost of Capital, Risk and Return, Valuation Models |
| IME614A | Marketing Management II | Core | 3 | Pricing Strategies, Distribution Channels, Promotion Mix, Integrated Marketing Communication, Sales Management |
| IME615A | Operations Management II | Core | 3 | Inventory Management, Project Management, Lean Operations, Service Operations, Supply Chain Strategy |
| IME616A | Business Research Methods | Core | 3 | Research Design, Data Collection Methods, Sampling Techniques, Qualitative Research, Quantitative Analysis |
| IME617A | Optimization Models for Management | Core | 3 | Linear Programming, Integer Programming, Network Models, Decision Analysis, Simulation |
Semester project
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| IME697A | Summer Project | Project | 9 | Industry Problem Identification, Research Design, Data Analysis, Report Writing, Presentation Skills |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| IME620A | Digital Marketing | Elective | 3 | SEO and SEM, Social Media Marketing, Content Marketing, Email Marketing, Web Analytics |
| IME621A | Consumer Behavior | Elective | 3 | Consumer Decision Process, Psychological Factors, Cultural and Social Influences, Consumer Segmentation, Post-Purchase Behavior |
| IME622A | Advertising and Sales Promotion | Elective | 3 | Advertising Campaign Planning, Media Strategy, Creative Development, Sales Promotion Techniques, Public Relations |
| IME623A | Marketing Analytics | Elective | 3 | Marketing Data Collection, Statistical Marketing Models, Customer Lifetime Value, Marketing Mix Modeling, ROI Measurement |
| IME624A | Services Marketing | Elective | 3 | Nature of Services, Service Quality Management, Managing Customer Experience, Service Design and Delivery, Services Pricing and Promotion |
| IME625A | Brand Management | Elective | 3 | Brand Identity and Equity, Brand Positioning, Brand Architecture, Brand Extension Strategies, Brand Revitalization |
| IME626A | International Marketing | Elective | 3 | Global Market Entry Strategies, Cultural Environment, International Product Strategies, Global Pricing, International Distribution |
| IME627A | Retailing Management | Elective | 3 | Retail Strategy, Store Design and Layout, Merchandising, Inventory Management, E-tailing and Omnichannel |
| IME628A | Sales and Distribution Management | Elective | 3 | Sales Force Management, Channel Design and Structure, Channel Conflicts, Logistics Management, Customer Relationship Management |
| IME630A | Business to Business Marketing | Elective | 3 | Organizational Buying Behavior, B2B Market Segmentation, Relationship Marketing, Key Account Management, Industrial Sales |
| IME631A | Product and Brand Management | Elective | 3 | New Product Development, Product Portfolio Management, Product Lifecycle Strategies, Brand Equity Measurement, Brand Revitalization and Repositioning |
| IME632A | Strategic Marketing | Elective | 3 | Market Analysis, Competitive Advantage, Strategic Planning Process, Growth Strategies, Corporate Social Responsibility in Marketing |
