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MBA in Marketing at Institute of Business Management, Kolkata
Kolkata, West Bengal
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About the Specialization
What is Marketing at Institute of Business Management, Kolkata Kolkata?
This Marketing specialization program at Institute of Business Management, Kolkata, focuses on developing skilled professionals for the dynamic Indian market. It integrates theoretical foundations with practical applications, preparing students for diverse marketing roles. The curriculum covers traditional and digital marketing, emphasizing consumer insights, brand strategy, and effective communication, essential for navigating India''''s diverse consumer landscape.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, advertising, or sales roles, and working professionals looking to upskill in digital marketing or strategic marketing leadership. It also suits career changers transitioning into marketing from other fields, especially those with a knack for creativity, data analysis, and strong communication, seeking opportunities within India''''s booming consumer sector.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths like Brand Manager, Marketing Analyst, Digital Marketing Specialist, Sales Manager, or Marketing Consultant. Entry-level salaries typically range from INR 3.5-6 LPA, growing significantly with experience. Growth trajectories lead to leadership roles such as Marketing Director or Chief Marketing Officer in Indian companies and MNCs, aligning with industry demand for strategic marketing expertise.
Student Success Practices
Foundation Stage
Master Marketing Fundamentals & Analytical Tools- (Semester 1-2)
Dedicate time to thoroughly understand core marketing principles (4 P''''s, segmentation) and quantitative methods. Utilize platforms like Coursera or NPTEL for supplemental courses in Marketing Analytics and Excel proficiency. Form study groups to discuss case studies related to Indian business contexts.
Tools & Resources
Coursera (Marketing Analytics courses), NPTEL (Principles of Marketing), Microsoft Excel, Case Study Competitions
Career Connection
A strong foundation in marketing and analytical skills is crucial for entry-level roles like Marketing Executive or Business Analyst, where data-driven decisions are increasingly valued by Indian companies.
Develop Robust Communication & Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and mock interviews. Join toastmasters clubs or college debating societies to refine public speaking. Seek feedback on written reports and proposals to improve clarity and persuasiveness, critical for client-facing roles in India.
Tools & Resources
Toastmasters International (if available locally), College Communication Labs, Peer feedback sessions
Career Connection
Effective communication is paramount for marketing roles, aiding in pitching ideas, client management, and internal team collaboration, directly impacting success in placements for sales, advertising, and PR.
Engage in Early Industry Exposure & Networking- (Semester 1-2)
Attend industry webinars, guest lectures, and local business conferences in Kolkata. Connect with alumni and industry professionals on LinkedIn. Look for short-term projects or volunteer opportunities with local startups or NGOs to gain practical experience and understand the Indian market dynamics.
Tools & Resources
LinkedIn, Industry event calendars (e.g., CII, FICCI events), College alumni network
Career Connection
Early networking can open doors to internships and mentorship, providing valuable insights and potential referrals for future job opportunities within the Indian corporate landscape.
Intermediate Stage
Undertake Specialization-Focused Internships- (Semester 2 (post-exams) to Semester 3)
Secure a summer internship (SIP) in a marketing-specific role (e.g., digital marketing, market research, brand management) at an Indian company or an MNC with an India presence. Focus on applying classroom knowledge to real-world challenges, such as analyzing consumer data or developing marketing campaigns.
Tools & Resources
College Placement Cell, Internshala, Naukri.com (for internships)
Career Connection
Practical internship experience is invaluable for understanding industry operations, building a professional network, and often leads to pre-placement offers or stronger resumes for final placements in India.
Build a Digital Marketing Portfolio- (Semester 3-4)
Complete certifications in Google Ads, Google Analytics, HubSpot Inbound Marketing, or Facebook Blueprint. Work on personal projects like managing a blog, social media page, or a small business''''s digital presence to showcase practical skills, highly sought after in India''''s digital economy.
Tools & Resources
Google Skillshop, HubSpot Academy, Facebook Blueprint, WordPress/Blogger
Career Connection
A demonstrable digital marketing portfolio significantly enhances employability for roles like SEO Specialist, Social Media Manager, or Performance Marketing Executive, which are in high demand across India.
Participate in Marketing Case Competitions & Live Projects- (Semester 3-4)
Actively engage in national-level marketing case study competitions (e.g., from IIMs, corporate challenges) and college-led live marketing projects. This enhances problem-solving, teamwork, and strategic thinking, preparing students for the competitive Indian job market.
Tools & Resources
Dare2Compete, College Marketing Club, Industry collaborations
Career Connection
Winning or even participating in such competitions boosts resume value and provides exposure to industry leaders, improving prospects for placements in top marketing firms.
Advanced Stage
Undertake a Specialized Dissertation/Project- (Semester 4)
Choose a dissertation topic aligned with your marketing specialization and career interests, focusing on a real industry problem or emerging trend in the Indian market. Conduct thorough research, analyze data, and present actionable insights. This showcases your expertise and research capabilities.
Tools & Resources
Research databases (JSTOR, EBSCO), Statistical software (SPSS, R), Faculty Mentors
Career Connection
A well-executed dissertation can serve as a strong portfolio piece, demonstrating expertise in a niche marketing area, which can differentiate you for specialized roles or further academic pursuits.
Intensive Placement Preparation & Mock Interviews- (Semester 4)
Engage in rigorous placement preparation, including resume building tailored for marketing roles, aptitude test practice, group discussion drills, and multiple rounds of mock interviews with faculty and industry mentors. Focus on behavioral questions and marketing-specific scenarios relevant to Indian companies.
Tools & Resources
Placement Cell workshops, Online aptitude platforms, Alumni Mentors, Interview preparation guides
Career Connection
Thorough preparation is crucial for converting job opportunities, ensuring you present yourself as a competent and industry-ready marketing professional to potential employers in India.
Cultivate a Professional Brand & Network Expansion- (Semester 4)
Maintain an updated LinkedIn profile showcasing skills, projects, and certifications. Actively seek informational interviews with marketing leaders. Attend job fairs and recruitment drives, making conscious efforts to expand your professional network beyond the campus. This is vital for long-term career growth in India.
Tools & Resources
LinkedIn Premium (if beneficial), Career Fairs, Industry Associations
Career Connection
A strong professional brand and network are essential not just for immediate placements but also for future career progression, mentorship, and staying updated with industry trends in the competitive Indian job market.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in any discipline from a recognized university with at least 50% marks (45% for reserved categories). Valid score in national-level management entrance exams like CAT/MAT/XAT/JEMAT/CMAT/ATMA.
Duration: 2 years (4 semesters)
Credits: 100-110 (Approximate, based on MAKAUT MBA structure) Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-101 | Management Process & Organizational Behaviour | Core | 4 | Management Principles and Functions, Organizational Structure and Design, Motivation and Leadership Theories, Group Dynamics and Team Building, Organizational Culture and Change, Individual Behavior and Perception |
| MBA-102 | Quantitative Methods for Business Decisions | Core | 4 | Linear Programming and Optimization, Probability and Statistical Distributions, Hypothesis Testing and Estimation, Correlation and Regression Analysis, Decision Theory under Uncertainty, Time Series Analysis and Forecasting |
| MBA-103 | Managerial Economics | Core | 4 | Demand and Supply Analysis, Production and Cost Theory, Market Structures and Pricing Strategies, Profit Maximization and Firm Behavior, Risk and Uncertainty in Business, Government Intervention and Regulation |
| MBA-104 | Business Environment & Law | Core | 4 | Economic, Political, and Social Environment, Technological and Global Environment, Consumer Protection Act, Indian Contract Act, Company Law Overview, Intellectual Property Rights |
| MBA-105 | Accounting for Managers | Core | 4 | Financial Accounting Concepts, Preparation of Financial Statements, Financial Statement Analysis, Cost Accounting Fundamentals, Budgeting and Variance Analysis, Capital Budgeting Decisions |
| MBA-106 | Marketing Management | Core | 4 | Core Marketing Concepts, Market Segmentation, Targeting, Positioning, Product Life Cycle and Strategies, Pricing Methods and Strategies, Distribution Channels and Logistics, Promotion Mix and Communication |
| MBA-107 | Human Resource Management | Core | 4 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management Systems, Compensation and Benefits, Industrial Relations and Labor Laws |
| MBA-108 | Information Technology for Managers | Core | 4 | IT Infrastructure and Hardware/Software, Database Management Systems, Enterprise Resource Planning (ERP), E-commerce and Digital Business, Cyber Security and Data Privacy, Business Intelligence and Data Warehousing |
| MBA-109 | Business Communication | Core | 2 | Verbal and Non-verbal Communication, Effective Presentation Skills, Business Correspondence and Reports, Group Discussions and Meetings, Interview Techniques, Cross-cultural Communication |
| MBA-110 | Viva Voce | Viva | 2 | Comprehensive review of Semester 1 subjects, Application of theoretical concepts, Communication and analytical skills |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-201 | Operations Management | Core | 4 | Operations Strategy and Productivity, Process Design and Layout, Capacity and Demand Planning, Inventory Management Techniques, Quality Management and TQM, Supply Chain Management |
| MBA-202 | Financial Management | Core | 4 | Time Value of Money, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure, Leverage Analysis, Dividend Policy Decisions |
| MBA-203 | Operations Research | Core | 4 | Transportation and Assignment Problems, Network Analysis (PERT/CPM), Queuing Theory, Simulation Modeling, Game Theory, Dynamic Programming |
| MBA-204 | Research Methodology | Core | 4 | Research Design and Types, Sampling Techniques and Design, Data Collection Methods (Primary/Secondary), Data Analysis and Interpretation, Hypothesis Formulation and Testing, Report Writing and Ethics in Research |
| MBA-205 | Business Ethics & Corporate Governance | Core | 4 | Ethical Theories and Decision Making, Corporate Social Responsibility, Environmental Ethics, Corporate Governance Frameworks, Role of Board of Directors, Stakeholder Management and Whistleblowing |
| MBA-206 | Cost & Management Accounting | Core | 4 | Cost Concepts and Classifications, Marginal Costing and Break-Even Analysis, Standard Costing and Variance Analysis, Budgetary Control and Responsibility Accounting, Activity Based Costing, Decision Making under Uncertainty |
| MBA-207 | Macro Economics | Core | 4 | National Income Accounting, Theories of Employment and Income, Inflation and Unemployment, Fiscal Policy and Monetary Policy, Balance of Payments, International Trade Theories |
| MBA-208 | Entrepreneurship Development | Core | 4 | Concept of Entrepreneurship, Idea Generation and Opportunity Spotting, Business Plan Development, Sources of Finance for Startups, Startup Ecosystem in India, Government Policies for MSMEs |
| MBA-209 | Business Analytics | Core | 2 | Introduction to Data Analytics, Descriptive Analytics, Predictive Analytics, Prescriptive Analytics, Big Data Concepts, Data Visualization Tools |
| MBA-210 | Summer Internship Project (SIP) | Project | 2 | Practical application of management concepts in industry, Problem identification and analysis, Report writing and presentation, Industry exposure and networking |
| MBA-211 | Viva Voce | Viva | 2 | Comprehensive review of Semester 2 subjects, Discussion on Summer Internship Project findings, Assessment of practical learning and communication |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-301 | Strategic Management | Core | 4 | Strategic Planning Process, Environmental Scanning and Industry Analysis, Internal Analysis and Core Competencies, Strategy Formulation and Porter''''s Five Forces, Strategy Implementation and Control, Corporate Level Strategies |
| MBAMK-302 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Making Process, Motivation, Perception, and Learning, Attitudes and Personality, Culture, Subculture, and Social Class, Family and Group Influences, Consumer Research and Marketing Implications |
| MBAMK-303 | Marketing Research | Elective (Marketing) | 4 | Marketing Research Process, Problem Definition and Research Design, Sampling Techniques and Data Collection, Questionnaire Design, Data Analysis (Statistical Tools), Report Writing and Presentation of Findings |
| MBAMK-304 | Product & Brand Management | Elective (Marketing) | 4 | Product Strategy and Classification, New Product Development Process, Product Life Cycle Management, Branding Concepts and Brand Equity, Brand Positioning and Re-positioning, Packaging and Labeling Decisions |
| MBAMK-305 | Integrated Marketing Communication | Elective (Marketing) | 4 | Role of IMC in Marketing, Advertising Management and Media Planning, Sales Promotion Techniques, Public Relations and Publicity, Personal Selling and Sales Force, Digital Marketing Communication Tools |
| MBA-306 | Viva Voce | Viva | 2 | Comprehensive review of Semester 3 subjects, Application of core and specialized concepts, Discussion on strategic management and marketing electives |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBAMK-401 | Services Marketing | Elective (Marketing) | 4 | Characteristics of Services (7 P''''s), Service Quality Models (GAP Model), Service Design and Development, Customer Relationship Management in Services, Pricing Strategies for Services, Service Recovery and Customer Loyalty |
| MBAMK-402 | Digital Marketing | Elective (Marketing) | 4 | Search Engine Optimization (SEO), Search Engine Marketing (SEM) and PPC, Social Media Marketing Strategies, Content Marketing and Blogging, Email Marketing Campaigns, Web Analytics and Performance Measurement |
| MBAMK-403 | Sales & Distribution Management | Elective (Marketing) | 4 | Sales Force Management and Planning, Recruitment, Training, and Motivation of Salespeople, Sales Forecasting and Quota Setting, Channel Design and Management, Logistics and Supply Chain in Distribution, Retail Management Concepts |
| MBAMK-404 | Strategic Marketing | Elective (Marketing) | 4 | Market Opportunity Analysis, Competitive Advantage and Positioning, Growth Strategies (Ansoff Matrix), Product Portfolio Management, Global Marketing Strategies, Marketing Metrics and Performance Evaluation |
| MBA-405 | Dissertation/Project Work | Project | 6 | In-depth research on a management problem, Problem identification and literature review, Methodology design and data collection, Data analysis and interpretation of results, Conclusion, recommendations, and limitations, Report writing and defense |
| MBA-406 | Comprehensive Viva Voce | Viva | 2 | Overall understanding of the entire MBA curriculum, Defense of Dissertation/Project Work, Demonstration of holistic management knowledge |
