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MBA in Marketing at JSS Science and Technology University
Mysuru, Karnataka
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About the Specialization
What is Marketing at JSS Science and Technology University Mysuru?
This Marketing specialization program at Sri Jayachamarajendra College of Engineering focuses on developing strategic marketing professionals for the dynamic Indian and global markets. The curriculum emphasizes contemporary marketing practices, digital transformations, and consumer insights, preparing students for diverse roles in India''''s booming consumer goods, e-commerce, and services sectors. It differentiates itself through a blend of theoretical knowledge and practical application, crucial for navigating complex market landscapes.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, digital marketing, or sales roles, and working professionals looking to upskill in strategic marketing. Individuals with a passion for understanding consumer behavior, market trends, and driving business growth are well-suited. Career changers transitioning into marketing from other disciplines will also find the comprehensive curriculum beneficial, especially those with an analytical or creative background.
Why Choose This Course?
Graduates of this program can expect to pursue robust career paths in India as Marketing Managers, Brand Managers, Digital Marketing Specialists, Sales Managers, or Market Research Analysts. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning INR 10-25 LPA or more, depending on industry and company. The program aligns with industry demands, preparing students for roles in top Indian companies and multinational corporations operating in India, fostering significant growth trajectories.
Student Success Practices
Foundation Stage
Build Strong Core Business Fundamentals- (Semester 1-2)
Focus on excelling in core subjects like Marketing Management, Managerial Economics, and Business Statistics. Understand the interconnectedness of these foundational areas as they form the bedrock for advanced marketing strategies. Participate actively in classroom discussions and seek clarity on concepts.
Tools & Resources
Textbooks, case studies from Harvard Business Review, NPTEL lectures for conceptual clarity
Career Connection
A strong grasp of business fundamentals is essential for strategic thinking, enabling future marketing managers to align marketing goals with overall business objectives and financial viability.
Develop Practical Communication and Presentation Skills- (Semester 1-2)
Actively engage in group projects, presentations, and debate clubs. Focus on clear, concise, and persuasive communication. Utilize the Business Communication subject to hone written and verbal skills, crucial for client interactions and team leadership in marketing roles.
Tools & Resources
Toastmasters International (if available), presentation software (PowerPoint, Prezi), online public speaking courses
Career Connection
Effective communication is paramount in marketing for pitching ideas, collaborating with cross-functional teams, and presenting campaigns to stakeholders, significantly impacting career progression.
Undertake Mini-Projects and Industry Research- (Semester 1-2)
Beyond classroom assignments, take initiative to conduct small market research projects or analyze marketing campaigns of Indian brands. This helps in early application of theoretical knowledge and fosters an analytical mindset. Leverage the internship in Semester 2 to gain hands-on experience.
Tools & Resources
Industry reports (Nielsen, IBEF), market research tools (SurveyMonkey, Google Forms), company annual reports
Career Connection
Early practical experience and research capabilities make students more attractive to recruiters, demonstrating initiative and a foundational understanding of real-world marketing challenges.
Intermediate Stage
Specialize in Marketing Electives and Certifications- (Semester 3)
Choose marketing electives wisely based on career interests (e.g., Digital Marketing, Brand Management). Supplement coursework with relevant online certifications in areas like Google Ads, Google Analytics, or HubSpot Inbound Marketing, demonstrating focused skill development.
Tools & Resources
Google Skillshop, HubSpot Academy, Coursera/edX for specialized marketing courses
Career Connection
Specialized skills and certifications directly enhance employability in niche marketing roles and provide a competitive edge in the Indian job market, which values practical digital expertise.
Network Actively with Industry Professionals- (Semester 3)
Attend industry events, marketing conferences, and guest lectures organized by the department. Connect with alumni and professionals on platforms like LinkedIn. Participate in professional body meetings or workshops to build valuable contacts for mentorship and career opportunities.
Tools & Resources
LinkedIn, industry associations (e.g., Marketing Association of India), college alumni network platforms
Career Connection
Networking opens doors to internships, job opportunities, and invaluable industry insights, accelerating career growth and providing access to hidden job markets.
Participate in Marketing Competitions and Case Studies- (Semester 3)
Engage in inter-college marketing competitions, brand strategy challenges, and case study analyses. This hones problem-solving skills, creative thinking, and teamwork under pressure, simulating real-world marketing scenarios prevalent in Indian corporates.
Tools & Resources
Unstop (formerly Dare2Compete), specific company-sponsored case competitions
Career Connection
Winning or even participating in such competitions showcases practical application of marketing knowledge and distinguishes candidates during placements, reflecting initiative and competitive spirit.
Advanced Stage
Execute a High-Quality Main Project (Dissertation)- (Semester 4)
Choose a relevant and challenging research topic in Marketing for the main project. Ensure rigorous data collection, analysis, and provide actionable recommendations. This project serves as a significant portfolio piece, demonstrating in-depth knowledge and research capabilities.
Tools & Resources
Statistical software (SPSS, R), academic databases, research methodology guidelines
Career Connection
A well-executed project highlights expertise in a specific marketing domain, offering a strong talking point during interviews and often leading to direct application in entry-level roles.
Intensive Placement Preparation and Mock Interviews- (Semester 4)
Actively participate in campus placement training programs. Focus on refining soft skills, resume building, and practicing mock interviews specifically tailored for marketing roles. Understand common interview questions for Indian marketing companies and prepare tailored answers.
Tools & Resources
Career guidance cells, professional resume builders, online interview practice platforms
Career Connection
Thorough preparation directly translates into better performance in interviews, increasing the likelihood of securing desirable placements in leading marketing organizations in India.
Develop Leadership and Team Management Skills- (Semester 4)
Take on leadership roles in student clubs, college events, or team-based projects. Practice delegating tasks, motivating team members, and resolving conflicts. These skills are critical for progression into managerial positions in marketing departments.
Tools & Resources
Leadership workshops, project management tools (Trello, Asana), feedback from peers and mentors
Career Connection
Leadership and team management abilities are highly valued by employers for future managerial roles, demonstrating potential for growth beyond entry-level marketing positions.
Program Structure and Curriculum
Eligibility:
- No eligibility criteria specified
Duration: 2 years (4 semesters)
Credits: 94 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA110 | Management & Organizational Behaviour | Core | 4 | Introduction to Management Functions, Planning, Organizing, Staffing, Directing, Controlling, Foundations of Organizational Behavior, Personality, Perception and Learning, Motivation, Leadership and Group Dynamics, Stress Management and Conflict Resolution |
| 23MBA120 | Managerial Economics | Core | 4 | Nature and Scope of Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures and Pricing Strategies, Macroeconomic Environment of Business, Business Cycles and Economic Indicators |
| 23MBA130 | Accounting for Managers | Core | 4 | Financial Accounting Principles and Standards, Recording Business Transactions, Preparation of Financial Statements, Analysis of Financial Statements, Cost Accounting Concepts and Classification, Budgetary Control and Standard Costing |
| 23MBA140 | Business Statistics & Analytics | Core | 4 | Introduction to Business Statistics and Analytics, Descriptive Statistics: Measures of Central Tendency and Dispersion, Probability Theory and Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Time Series Analysis and Index Numbers |
| 23MBA150 | Marketing Management | Core | 4 | Introduction to Marketing and its Environment, Consumer Behavior and Market Research, Market Segmentation, Targeting, and Positioning, Product Decisions and Product Life Cycle, Pricing Strategies and Decisions, Promotion and Distribution Channels |
| 23MBA160 | Business Communication | Core | 4 | Fundamentals of Business Communication, Types, Barriers, and Channels of Communication, Verbal and Non-Verbal Communication, Business Letters, Memos, and Emails, Report Writing and Presentation Skills, Group Discussions and Interview Techniques |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA210 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money and Capital Budgeting, Cost of Capital and Capital Structure, Leverages and Dividend Policy, Working Capital Management, Financial Markets and Instruments |
| 23MBA220 | Human Resource Management | Core | 4 | Introduction to Human Resource Management, HR Planning, Job Analysis, and Design, Recruitment, Selection, and Onboarding, Training and Development, Performance Management and Compensation, Employee Relations and Grievance Management |
| 23MBA230 | Operations Management | Core | 4 | Introduction to Operations Management, Facility Location and Layout Decisions, Production Planning and Control, Inventory Management Techniques, Quality Management and Control, Supply Chain Management and Logistics |
| 23MBA240 | Research Methodology | Core | 4 | Introduction to Business Research, Research Design and Types, Sampling Methods and Data Collection, Measurement and Scaling Techniques, Data Analysis and Hypothesis Testing, Report Writing and Research Ethics |
| 23MBA250 | Entrepreneurship Development | Core | 4 | Concept and Theories of Entrepreneurship, Entrepreneurial Process and Innovation, Business Opportunity Identification, Developing a Business Plan, Sources of Finance for Startups, Government Policies for Entrepreneurship |
| 23MBA260 | Legal & Business Environment | Core | 4 | Indian Contract Act and Sale of Goods Act, Consumer Protection Act, Companies Act and Negotiable Instruments Act, Economic and Political Environment of Business, Socio-Cultural and Technological Environment, Regulatory Framework for Business in India |
| 23MBA270 | Internship | Project | 2 | Industry Exposure and Practical Learning, Problem Identification and Objectives Setting, Data Collection and Analysis, Formulation of Findings and Recommendations, Internship Report Writing, Presentation of Internship Report |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA310 | Strategic Management | Core | 4 | Introduction to Strategic Management, Environmental Scanning and Industry Analysis, Internal Analysis: Resources, Capabilities, Core Competencies, Strategy Formulation: Business and Corporate Level Strategies, Strategy Implementation: Structure, Culture, Leadership, Strategic Control and Evaluation |
| 23MBA320 | Management Information System & Business Analytics | Core | 4 | Fundamentals of Management Information Systems, Database Management Systems and Data Warehousing, E-Business and E-Commerce Applications, Decision Support Systems and Expert Systems, Introduction to Business Analytics and Big Data, Data Mining, Visualization and Business Intelligence |
| 23MBA330 | Project Management | Core | 4 | Concept and Scope of Project Management, Project Life Cycle and Feasibility Analysis, Project Planning and Scheduling (PERT/CPM), Project Resource Management and Budgeting, Project Risk Management, Project Monitoring, Control and Termination |
| 23MBA341 | Consumer Behavior & Marketing Research | Elective - Marketing | 4 | Introduction to Consumer Behavior, Individual Influences on Buying Behavior, Group and Social Influences, Marketing Research Process and Design, Data Collection Methods and Instruments, Data Analysis and Interpretation in Research |
| 23MBA351 | Services Marketing | Elective - Marketing | 4 | Nature and Characteristics of Services, Service Quality and Customer Satisfaction, Designing and Managing Service Processes, Service Pricing and Promotion Strategies, Managing People and Physical Evidence, Relationship Marketing in Services |
| 23MBA361 | Sales & Distribution Management | Elective - Marketing | 4 | Objectives and Importance of Sales Management, Sales Forecasting and Quota Setting, Sales Force Recruitment, Training and Motivation, Designing Marketing Channels, Channel Management and Logistics, Wholesaling and Retailing |
| 23MBA371 | Digital Marketing | Elective - Marketing | 4 | Introduction to Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing Strategies, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| 23MBA381 | Retail Management | Elective - Marketing | 4 | Introduction to Retailing and Retail Formats, Retail Location and Store Layout, Merchandise Management and Buying, Retail Pricing and Promotion, Supply Chain Management in Retail, Customer Service and Relationship Management |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA410 | International Business Management | Core | 4 | Globalization and International Business Environment, Theories of International Trade and Investment, Foreign Exchange Markets and International Finance, International Marketing Strategies, Global Human Resource Management, International Business Strategies and Alliances |
| 23MBA421 | Brand Management | Elective - Marketing | 4 | Concept and Importance of Brand, Brand Identity and Brand Equity, Brand Positioning and Differentiation, Brand Communication Strategies, Brand Extension and Brand Revitalization, Global Branding Challenges |
| 23MBA431 | Integrated Marketing Communication | Elective - Marketing | 4 | Introduction to Integrated Marketing Communication (IMC), Advertising Management and Media Planning, Sales Promotion Techniques, Public Relations and Publicity, Direct Marketing and Personal Selling, IMC Budgeting and Evaluation |
| 23MBA441 | Rural & Agricultural Marketing | Elective - Marketing | 4 | Characteristics of Rural Markets in India, Rural Consumer Behavior and Segmentation, Product and Pricing Strategies for Rural Markets, Distribution Channels in Rural Areas, Promotion Strategies for Rural Consumers, Agricultural Marketing and Value Chain |
| 23MBA451 | Industrial Marketing | Elective - Marketing | 4 | Nature of Industrial Markets (B2B), Industrial Buying Behavior and Decision Making, Segmentation, Targeting, and Positioning in B2B, Product and Service Strategy for Industrial Markets, Pricing and Channel Strategies in B2B, Promotion and Personal Selling in Industrial Marketing |
| 23MBA460 | Main Project | Project | 8 | Problem Identification and Formulation, Literature Review and Research Objectives, Research Methodology and Data Collection, Data Analysis and Interpretation, Drawing Conclusions and Recommendations, Project Report Writing and Viva Voce |
