.png&w=1920&q=75)
MBA in Marketing Management at Indian Institute of Technology Kharagpur
Paschim Medinipur, West Bengal
.png&w=1920&q=75)
About the Specialization
What is Marketing Management at Indian Institute of Technology Kharagpur Paschim Medinipur?
This Marketing Management program at IIT Kharagpur''''s VGSoM focuses on developing strategic marketing leaders for the dynamic Indian industry. It provides a robust understanding of traditional and digital marketing concepts, blending analytical rigor with creative problem-solving. The program stands out by integrating core management principles with cutting-edge marketing trends, preparing students for diverse roles in a highly competitive market.
Who Should Apply?
This program is ideal for engineering or science graduates eager to pivot into business, professionals seeking to enhance their marketing acumen, or experienced individuals aiming for leadership roles in marketing. It attracts those with an analytical bent who are passionate about understanding consumer behavior and market dynamics. Candidates with prior work experience in sales, product development, or branding can particularly benefit.
Why Choose This Course?
Graduates of this program can expect to pursue lucrative career paths as Brand Managers, Marketing Consultants, Digital Marketing Specialists, or Sales and Distribution Heads across various sectors in India. Entry-level salaries typically range from INR 8-15 LPA, with experienced professionals commanding significantly higher packages. The rigorous curriculum aligns with industry demands, fostering growth trajectories in top Indian and multinational corporations.
Student Success Practices
Foundation Stage
Master Core Marketing Fundamentals- (Semester 1-2)
Thoroughly grasp foundational marketing concepts from the ''''Marketing Management'''' core course. Actively participate in case discussions, analyze real-world marketing campaigns, and understand consumer behavior theories to build a strong base for advanced electives.
Tools & Resources
Philip Kotler''''s Marketing Management textbook, Harvard Business Review cases, Marketing blogs like MarketingProfs
Career Connection
A solid grasp of fundamentals is crucial for entry-level marketing roles and forms the bedrock for strategic decision-making in future leadership positions.
Develop Strong Analytical Skills with Business Statistics- (Semester 1-2)
Focus on excelling in ''''Business Statistics'''' and ''''Business Analytics'''' courses. Apply statistical tools to solve business problems and interpret data. This includes using software like R or Python for basic data analysis, which is vital for modern marketing roles.
Tools & Resources
R/Python (for data analysis), Excel for statistical functions, Online courses on Coursera/edX for business analytics
Career Connection
Quantitative skills are paramount for marketing analytics, market research, and understanding campaign performance, directly impacting roles in digital marketing and data-driven strategy.
Enhance Business Communication and Presentation Skills- (Semester 1-2)
Actively work on improving written and oral communication through ''''Business Communication'''' and various project presentations. Seek feedback from professors and peers, join public speaking clubs, and refine storytelling abilities essential for pitching marketing ideas.
Tools & Resources
Toastmasters International (local chapters), Grammarly, Presentation software (PowerPoint, Prezi)
Career Connection
Effective communication is critical for client presentations, team collaborations, and leadership roles, enabling you to articulate marketing strategies clearly and persuasively.
Intermediate Stage
Specialize through Elective Choices and Certifications- (Semester 3-4)
Strategically select marketing electives (e.g., Digital Marketing, Brand Management, Marketing Research) that align with your career interests. Supplement with industry certifications like Google Analytics, HubSpot Inbound Marketing, or Facebook Blueprint to build specialized expertise.
Tools & Resources
Google Analytics Academy, HubSpot Academy, Facebook Blueprint certifications, LinkedIn Learning
Career Connection
Specialized skills make you a strong candidate for roles like Digital Marketing Manager, Brand Manager, or Market Research Analyst, providing a competitive edge in the job market.
Engage in Live Industry Projects and Internships- (Semester 3-4)
Actively seek summer internships and live projects with companies, focusing on marketing roles. Apply theoretical knowledge to real business challenges, build a professional network, and gain practical experience in campaign execution, market analysis, or product launches.
Tools & Resources
Institute''''s placement cell, LinkedIn, Networking events, Industry contact programs
Career Connection
Internships are often a direct gateway to pre-placement offers (PPOs) and provide invaluable experience that recruiters highly value for full-time roles.
Network Extensively and Participate in Competitions- (Semester 3-4)
Attend industry conferences, connect with alumni and marketing professionals, and participate in national-level marketing case competitions or hackathons. This enhances problem-solving skills, exposes you to diverse perspectives, and expands your professional network.
Tools & Resources
LinkedIn networking, Industry webinars/summits, College competition platforms (e.g., Dare2Compete)
Career Connection
Networking opens doors to mentorship and job opportunities, while competition wins showcase your talent and strategic thinking to potential employers.
Advanced Stage
Develop a Robust Digital Portfolio and Personal Brand- (Throughout Year 2 / Semester 4)
Create a strong online presence showcasing your projects, certifications, and marketing insights (e.g., a blog, LinkedIn profile with recommendations). Tailor your resume and cover letter to specific marketing roles and leverage storytelling to highlight your unique value proposition.
Tools & Resources
LinkedIn, Personal website/blog, Behance (for creative projects)
Career Connection
A compelling digital portfolio and personal brand are critical for standing out in the competitive job market and attracting recruiters for specialized marketing roles.
Focus on Placement Preparation and Interview Skills- (Semester 4)
Engage in intensive mock interviews, group discussions, and resume reviews offered by the placement cell. Practice answering common marketing interview questions, case studies, and behavioral questions. Understand company-specific marketing strategies and recent campaigns.
Tools & Resources
Placement Cell workshops, Interview prep platforms, Industry news and company reports
Career Connection
Targeted preparation significantly improves your chances of converting interviews into placement offers from top marketing companies.
Cultivate Leadership and Strategic Thinking- (Semester 4)
Take on leadership roles in student clubs, lead group projects, and actively contribute to class discussions on strategic marketing challenges. Read industry reports and business journals to stay updated on emerging trends and develop a holistic, forward-thinking perspective.
Tools & Resources
Harvard Business Review, McKinsey/Bain reports, Marketing journals, Leadership workshops
Career Connection
Developing leadership and strategic thinking prepares you for rapid career advancement into managerial and strategic roles within marketing departments.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in Engineering/Technology, Pharma, Medicine, Architecture, or Master''''s Degree in Science/Economics/Commerce (with Mathematics/Statistics at Bachelor''''s level) with minimum 60% marks (or CGPA of 6.5 on 10 point scale). A relaxation of 5% in marks for SC/ST/PwD candidates. Valid CAT scores are mandatory.
Duration: 2 years (4 semesters)
Credits: 120 Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| SM20001 | Financial Accounting | Core | 3 | Accounting Concepts and Principles, Recording Business Transactions, Preparation of Financial Statements, Analysis of Financial Statements (Ratios), Fund Flow and Cash Flow Statements, Introduction to Accounting Standards |
| SM20002 | Business and Economy | Core | 3 | Introduction to Microeconomics, Market Structures and Pricing, National Income Accounting, Macroeconomic Policies (Fiscal & Monetary), Inflation and Unemployment, International Trade and Balance of Payments |
| SM20003 | Operations Management | Core | 3 | Introduction to Operations Management, Process Analysis and Design, Forecasting Techniques, Inventory Control Models, Quality Management and TQM, Project Management Fundamentals |
| SM20004 | Marketing Management | Core | 3 | Marketing Environment Analysis, Consumer and Industrial Buyer Behavior, Market Segmentation, Targeting, Positioning, Product Life Cycle and New Product Development, Pricing Strategies and Decisions, Marketing Channels and Promotion Mix |
| SM20005 | Organizational Behaviour | Core | 3 | Perception, Learning, and Personality, Motivation Theories and Applications, Group Dynamics and Teamwork, Leadership Styles and Effectiveness, Power, Politics, and Conflict Management, Organizational Culture and Change Management |
| SM20006 | Business Communication | Core | 3 | Principles of Effective Communication, Verbal and Non-Verbal Communication, Business Writing (Reports, Emails, Memos), Presentations and Public Speaking, Negotiation and Interpersonal Skills, Cross-Cultural Communication |
| SM20007 | Business Statistics | Core | 3 | Probability and Probability Distributions, Sampling and Sampling Distributions, Hypothesis Testing (t, z, Chi-square), Regression and Correlation Analysis, Time Series Analysis, Data Analysis with Statistical Software |
| SM20008 | Human Resource Management | Core | 3 | HR Planning and Job Analysis, Recruitment and Selection Strategies, Training and Development Programs, Performance Management and Appraisal, Compensation and Benefits Management, Industrial Relations and Labor Laws |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| SM20009 | Financial Management | Core | 3 | Time Value of Money, Capital Budgeting Decisions, Cost of Capital, Capital Structure Theories, Working Capital Management, Dividend Policy Decisions |
| SM20010 | Management Information Systems | Core | 3 | Role of IS in Business, Database Management Systems, Enterprise Resource Planning (ERP), Decision Support Systems (DSS), E-commerce and Digital Business, IT Strategy and Governance |
| SM20011 | Legal Aspects in Business | Core | 3 | Indian Contract Act, 1872, Companies Act, 2013, Consumer Protection Act, 2019, Intellectual Property Rights, Competition Act, 2002, Environmental Laws and Cyber Laws |
| SM20012 | Business Ethics and Corporate Governance | Core | 3 | Ethical Theories in Business, Corporate Social Responsibility (CSR), Stakeholder Management, Principles of Corporate Governance, Ethics in Decision Making, Whistle-blowing and Accountability |
| SM20013 | Strategic Management | Core | 3 | Strategic Intent and Vision, External and Internal Environment Analysis (SWOT), Generic Strategies (Porter''''s), Corporate Level Strategies, Strategy Implementation, Strategic Control and Evaluation |
| SM20014 | Supply Chain Management | Core | 3 | Supply Chain Fundamentals, Logistics and Transportation, Inventory Management in SCM, Sourcing and Procurement, Supply Chain Integration, Risk Management in Supply Chain |
| SM20015 | Business Analytics | Core | 3 | Introduction to Business Analytics, Descriptive Analytics, Predictive Modeling, Prescriptive Analytics and Optimization, Data Visualization, Big Data Concepts and Applications |
| SM20016 | Research Methodology | Core | 3 | Research Design and Problem Formulation, Data Collection Methods (Primary & Secondary), Sampling Techniques, Questionnaire Design, Data Analysis Techniques, Report Writing and Presentation |
