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MBA in Marketing at J.K. Institute of Management & Technology
Karnal, Haryana
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About the Specialization
What is Marketing at J.K. Institute of Management & Technology Karnal?
This Marketing specialization program at J.K. Institute of Management & Technology, Karnal, affiliated with Kurukshetra University, focuses on equipping students with a comprehensive understanding of marketing principles and practices. It emphasizes strategic thinking, consumer insights, and contemporary marketing tools relevant to the dynamic Indian market, preparing graduates for diverse roles in a highly competitive industry.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into the marketing field, working professionals looking to upskill in modern marketing strategies, or career changers transitioning into brand management, sales, or digital marketing roles. Candidates should possess strong analytical and communication skills, with a keen interest in consumer behavior and market trends.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths such as Brand Manager, Marketing Analyst, Sales Manager, Digital Marketing Specialist, or Market Researcher. Entry-level salaries typically range from INR 4-6 LPA, growing to INR 10-15 LPA for experienced professionals in leading Indian and multinational companies. The program also aligns with skills required for professional certifications in digital marketing and analytics.
Student Success Practices
Foundation Stage
Build Core Business Acumen- (Semester 1-2)
Focus intently on fundamental subjects like Managerial Economics, Accounting for Managers, and Business Statistics. Understand how these foundational concepts integrate into business decisions, which is crucial for a holistic marketing perspective.
Tools & Resources
Textbooks, case studies, KUK e-resources, NPTEL modules on business fundamentals
Career Connection
A strong grasp of business fundamentals allows marketing professionals to understand financial implications, market dynamics, and data-driven decision making, making them more valuable in strategic roles.
Enhance Communication & Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and debates during business communication classes. Seek opportunities to present your ideas clearly and concisely, focusing on structured arguments and confident delivery.
Tools & Resources
Toastmasters International, TED Talks, practice with peers, feedback from faculty
Career Connection
Effective communication is paramount in marketing for pitches, client interactions, team collaboration, and conveying brand messages, directly impacting career progression and leadership potential.
Develop Data Literacy with Excel & Basic Tools- (Semester 1-2)
Master Microsoft Excel for data organization, analysis, and visualization as taught in Computer Applications in Management. Familiarize yourself with basic statistical software for interpreting business data.
Tools & Resources
Microsoft Excel tutorials, online data analytics courses, real-world datasets for practice
Career Connection
Early proficiency in data handling tools is crucial for marketing analysis, segmenting customers, and evaluating campaign effectiveness, a skill highly sought after by Indian companies.
Intermediate Stage
Undertake Industry-Relevant Summer Training- (After Semester 2 (Summer Break))
Secure a summer internship focused on marketing. Actively engage in projects related to market research, sales, digital campaigns, or brand activation to gain practical experience and network with professionals.
Tools & Resources
College placement cell, LinkedIn, industry job portals, company websites
Career Connection
A successful summer training provides real-world exposure, builds a professional network, and strengthens your resume, often leading to pre-placement offers or valuable industry contacts in India.
Deep Dive into Marketing Specialization Electives- (Semester 3)
Engage deeply with Consumer Behaviour, Sales & Distribution, and Advertising & Brand Management. Look for industry case studies, guest lectures, and workshops to apply theoretical knowledge to Indian market scenarios.
Tools & Resources
Industry journals, marketing blogs, LinkedIn Learning, relevant industry webinars
Career Connection
Specialized knowledge in these areas makes you a desirable candidate for specific marketing roles, demonstrating a focused skill set and a clear career trajectory in the competitive Indian job market.
Participate in Marketing Competitions & Clubs- (Semester 3-4)
Join the college''''s marketing club or participate in inter-college marketing competitions, case study challenges, and hackathons. This enhances problem-solving, teamwork, and presentation skills under pressure.
Tools & Resources
College marketing clubs, IIM/XLRI competition portals, industry association events
Career Connection
Such participations build your competitive profile, provide exposure to real business problems, and demonstrate initiative and practical application of marketing concepts to potential employers.
Advanced Stage
Master Digital Marketing Tools & Analytics- (Semester 4)
Beyond the Digital Marketing course, pursue certifications in Google Ads, Google Analytics, SEO, and social media platforms. Apply these skills in live projects or personal branding efforts.
Tools & Resources
Google Skillshop, HubSpot Academy, SEMrush, Hootsuite, Facebook Blueprint
Career Connection
Proficiency in digital marketing is highly in-demand across all sectors in India, offering roles in performance marketing, content strategy, and social media management with excellent growth prospects.
Conduct an Impactful Dissertation/Project- (Semester 4)
Choose a dissertation topic related to a current marketing challenge or opportunity in India. Conduct thorough research, gather primary data, and provide actionable recommendations, showcasing strong analytical and research capabilities.
Tools & Resources
Research software (SPSS, R), survey platforms (Google Forms, SurveyMonkey), academic databases
Career Connection
A well-executed dissertation demonstrates your ability to solve complex business problems, a crucial skill for roles in marketing research, strategy consulting, and product management.
Network and Prepare for Placements- (Semester 4)
Attend industry seminars, connect with alumni and marketing professionals on LinkedIn, and refine your resume and interview skills. Practice mock interviews specifically for marketing roles, focusing on case-based questions.
Tools & Resources
LinkedIn, college alumni network, placement cell workshops, interview preparation guides
Career Connection
Proactive networking and thorough placement preparation significantly increase your chances of securing desirable job offers from top companies in the Indian marketing landscape.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in any discipline from Kurukshetra University or any other examination recognized as equivalent thereto with at least 50% marks (47.5% marks for SC/ST/Differently Abled candidates) in the aggregate.
Duration: 2 years (4 semesters)
Credits: 100 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-101 | Management Concepts & Organizational Behaviour | Core | 4 | Management Introduction, Planning & Decision Making, Organizational Structure, Individual Behaviour, Group Dynamics, Leadership & Motivation |
| MBA-102 | Managerial Economics | Core | 4 | Demand Analysis, Production & Cost Analysis, Market Structures, Pricing Strategies, Business Cycles, Capital Budgeting |
| MBA-103 | Business Environment | Core | 4 | Economic Environment, Socio-Cultural Environment, Political & Legal Environment, Technological Environment, International Environment, Corporate Governance |
| MBA-104 | Accounting for Managers | Core | 4 | Financial Accounting Concepts, Company Final Accounts, Analysis of Financial Statements, Cost Accounting, Budgetary Control, Working Capital Management |
| MBA-105 | Business Statistics | Core | 4 | Data Collection & Presentation, Measures of Central Tendency, Correlation & Regression, Probability Distributions, Hypothesis Testing, Time Series Analysis |
| MBA-106 | Computer Applications in Management | Core | 4 | Computer Fundamentals, Operating Systems, MS-Office (Word, Excel, PowerPoint), Database Management Systems, Internet & E-commerce, Data Security |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-201 | Human Resource Management | Core | 4 | HRM Introduction, HR Planning & Recruitment, Training & Development, Performance Management, Compensation Management, Industrial Relations |
| MBA-202 | Marketing Management | Core | 4 | Marketing Concepts, Marketing Environment, Consumer Behaviour, Market Segmentation, Product & Pricing Decisions, Promotion & Distribution |
| MBA-203 | Financial Management | Core | 4 | Financial Goals, Capital Budgeting, Cost of Capital, Capital Structure, Dividend Policy, Working Capital Management |
| MBA-204 | Operations Management | Core | 4 | Operations Strategy, Facility Location & Layout, Production Planning, Inventory Management, Quality Management, Supply Chain Management |
| MBA-205 | Research Methodology | Core | 4 | Research Process, Research Design, Sampling Techniques, Data Collection Methods, Data Analysis, Report Writing |
| MBA-206 | Business Communication | Core | 4 | Communication Process, Verbal & Non-Verbal Communication, Business Correspondence, Report Writing, Presentations, Cross-Cultural Communication |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-301 | Strategic Management | Core | 4 | Strategic Planning, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Evaluation, Corporate Restructuring |
| MBA-302 | Legal & Ethical Aspects of Business | Core | 4 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Companies Act, Intellectual Property Rights, Business Ethics |
| MBA-303 | Summer Training Project Report | Project | 2 | Project Design, Data Collection, Analysis & Findings, Recommendations, Report Writing, Viva Voce |
| MBA-MKT-301 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Process, Individual Determinants, Social & Cultural Influences, Consumer Motivation, Perception & Learning, Consumer Research |
| MBA-MKT-302 | Sales & Distribution Management | Elective (Marketing) | 4 | Sales Force Management, Sales Quotas & Territories, Motivation & Compensation, Channel Management, Logistics & Warehousing, Retail Management |
| MBA-MKT-303 | Advertising & Brand Management | Elective (Marketing) | 4 | Advertising Objectives, Media Planning, Creative Strategy, Brand Equity, Brand Positioning, Brand Communication |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-401 | Entrepreneurship & Small Business Management | Core | 4 | Entrepreneurial Process, Business Idea Generation, Business Plan Formulation, Funding Sources, Small Business Marketing, Exit Strategies |
| MBA-402 | International Business | Core | 4 | Globalization, International Trade Theories, Foreign Exchange Market, International Financial Management, Global Marketing Strategies, International HR Management |
| MBA-403 | Dissertation/Project Work | Project | 6 | Research Proposal, Literature Review, Methodology Design, Data Analysis & Interpretation, Report Writing, Viva Voce |
| MBA-MKT-401 | Services Marketing | Elective (Marketing) | 4 | Nature of Services, Service Quality, Service Design, Pricing of Services, Service Delivery, Customer Relationship Management |
| MBA-MKT-402 | Marketing Research | Elective (Marketing) | 4 | Marketing Research Process, Problem Definition, Research Design, Data Collection, Scaling Techniques, Data Analysis & Reporting |
| MBA-MKT-403 | Digital Marketing | Elective (Marketing) | 4 | Digital Marketing Fundamentals, SEO & SEM, Social Media Marketing, Content Marketing, Email Marketing, Web Analytics |
