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M-B-A in Digital Marketing at Kalinga University
Raipur, Chhattisgarh
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About the Specialization
What is Digital Marketing at Kalinga University Raipur?
This Digital Marketing program at Kalinga University focuses on equipping students with essential skills for the dynamic Indian digital landscape. It blends core management principles with specialized knowledge in online strategies, analytics, and consumer engagement. The program aims to prepare future managers to navigate the rapidly evolving digital marketing demands across various Indian industries, emphasizing practical application and strategic thinking.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking a robust career entry into the digital marketing domain in India. It also caters to working professionals aiming to upskill and integrate digital strategies into their existing roles, and career changers transitioning into the high-growth digital industry. Prior analytical aptitude and a keen interest in online trends are beneficial.
Why Choose This Course?
Graduates of this program can expect diverse career paths such as Digital Marketing Manager, SEO/SEM Specialist, Social Media Strategist, or E-commerce Marketing Executive in India. Entry-level salaries typically range from INR 3-6 LPA, growing to INR 8-15+ LPA with experience. The program aligns with industry needs, fostering skills for prominent roles in Indian startups, MNCs, and digital agencies, driving growth in the evolving digital economy.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (undefined)
Dedicate time to thoroughly understand core MBA subjects like Marketing Management, Financial Management, and Business Analytics. These foundational concepts are crucial for applying digital strategies effectively. Leverage case studies and group discussions to internalize cross-functional knowledge.
Tools & Resources
Textbooks, Harvard Business Review cases, Peer study groups
Career Connection
A strong grasp of business fundamentals allows for a holistic approach to digital marketing, making you a more strategic and valuable asset in any Indian organization, beyond just tactical execution.
Develop Data Analytical Skills- (undefined)
Focus on developing proficiency in data analysis using tools like Microsoft Excel for statistical subjects. Understanding data interpretation, basic statistics, and analytical concepts from subjects like Business Statistics and Research Methods is paramount for future digital marketing roles.
Tools & Resources
Microsoft Excel, Google Sheets, Basic statistical software tutorials
Career Connection
Strong analytical skills are vital for campaign optimization, ROI measurement, and data-driven decision-making in digital marketing roles, which is highly sought after by Indian companies.
Initiate Professional Networking- (undefined)
Begin building a professional network by actively participating in university clubs, attending introductory industry webinars, and connecting with faculty and alumni. Early networking can open doors to mentorship and future opportunities within the Indian business ecosystem.
Tools & Resources
LinkedIn, University alumni portal, Industry webinar platforms
Career Connection
Networking is key for discovering internship opportunities, gaining industry insights, and securing placements in competitive Indian job markets, especially in emerging fields like digital marketing.
Intermediate Stage
Gain Proficiency in Digital Tools- (undefined)
While specific elective subjects are generic, proactively learn key digital marketing tools and platforms. Focus on practical application through simulated projects and online courses to build hands-on experience in areas like SEO, SEM, and social media.
Tools & Resources
Google Analytics Academy, Google Ads certifications, Meta Blueprint, HubSpot Academy
Career Connection
Practical expertise with industry-standard tools is a non-negotiable requirement for any digital marketing role in India, allowing immediate contribution to campaigns and strategy upon graduation.
Engage in Live Projects and Case Studies- (undefined)
Seek opportunities for live projects or internships, even short-term ones, with local businesses or startups to apply theoretical knowledge of digital marketing. Actively participate in case study competitions that involve real-world marketing challenges.
Tools & Resources
Local business collaborations, Intershala, Case study challenge platforms
Career Connection
Real-world project experience builds a strong portfolio and demonstrates problem-solving skills, significantly enhancing your employability and interview performance for Indian companies.
Pursue Industry-Recognized Certifications- (undefined)
Complement academic learning with globally recognized digital marketing certifications. These credentials validate specialized skills beyond the university curriculum and are highly valued by recruiters in the Indian digital industry.
Tools & Resources
Google Ads Certification, Google Analytics Individual Qualification (GAIQ), HubSpot Content Marketing Certification, SEO certifications
Career Connection
Certifications serve as tangible proof of expertise, making your resume stand out to employers and often leading to better job opportunities and salary packages in India''''s competitive market.
Advanced Stage
Excel in Summer Internship and Project- (undefined)
Leverage the Summer Internship and Research Project/Dissertation as opportunities for deep practical immersion. Aim to deliver tangible results in your internship, and for your project, choose a topic that showcases your specialization in Digital Marketing.
Tools & Resources
Company mentorship, Project management tools, Research databases
Career Connection
A successful internship can lead to a Pre-Placement Offer (PPO), and a strong dissertation demonstrates research and application capabilities, both critical for securing top roles in Indian companies.
Build and Showcase a Digital Portfolio- (undefined)
Compile all your digital marketing projects, certifications, live campaigns, and analytical reports into a comprehensive online portfolio. This portfolio should clearly articulate your contributions and the measurable impact of your work.
Tools & Resources
Personal website/blog, Behance, LinkedIn portfolio section
Career Connection
A robust digital portfolio is your most powerful tool for job applications, allowing Indian recruiters to directly assess your practical skills and past achievements in digital marketing.
Strategic Placement Preparation- (undefined)
Actively engage in campus placement activities, attending workshops on resume building, interview skills, and group discussions. Tailor your applications specifically for digital marketing roles and research companies thoroughly, especially those with a strong digital presence in India.
Tools & Resources
Career Services cell, Mock interview sessions, Company research platforms (e.g., Glassdoor India)
Career Connection
Targeted preparation for placement drives significantly increases your chances of securing desired roles in leading digital marketing agencies, e-commerce firms, or corporate marketing departments in India.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree in any discipline with minimum 50% marks (45% for SC/ST/OBC category candidates).
Duration: 2 years / 4 semesters
Credits: 96 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBADM-101 | Management Process and Organizational Behaviour | Core | 4 | Introduction to Management, Planning & Decision Making, Organizing, Staffing & Directing, Controlling, Organizational Behaviour |
| MBADM-102 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand Analysis, Production and Cost Analysis, Market Structure, Pricing Policies |
| MBADM-103 | Business Environment and Ethics | Core | 4 | Economic Environment, Political & Legal Environment, Socio-Cultural Environment, Technological & Global Environment, Business Ethics & Corporate Governance |
| MBADM-104 | Accounting for Management | Core | 4 | Financial Accounting Fundamentals, Cost Accounting, Management Accounting, Financial Statement Analysis, Budgeting |
| MBADM-105 | Business Statistics and Research Methods | Core | 4 | Introduction to Statistics, Probability & Distributions, Sampling & Hypothesis Testing, Correlation & Regression, Research Design |
| MBADM-106 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer & Business Markets, Product & Pricing Strategies, Promotion & Place Strategies |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBADM-201 | Financial Management | Core | 4 | Introduction to Financial Management, Investment Decisions, Financing Decisions, Dividend Decisions, Working Capital Management |
| MBADM-202 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning & Recruitment, Training & Development, Performance Management, Compensation & Industrial Relations |
| MBADM-203 | Operations Management | Core | 4 | Introduction to Operations Management, Facility Location & Layout, Production Planning & Control, Inventory Management, Quality Management |
| MBADM-204 | Quantitative Techniques for Management | Core | 4 | Linear Programming, Transportation & Assignment, Decision Theory, Queuing Theory, Simulation |
| MBADM-205 | Business Analytics | Core | 4 | Introduction to Business Analytics, Data Mining, Predictive Analytics, Prescriptive Analytics, Big Data Concepts |
| MBADM-206 | Entrepreneurship & Innovation | Core | 4 | Entrepreneurship Concepts, Business Plan Development, Funding for Startups, Innovation Process, Legal Aspects of Entrepreneurship |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBADM-301 | Strategic Management | Core | 4 | Introduction to Strategic Management, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| MBADM-302 | Consumer Behaviour | Core | 4 | Introduction to Consumer Behaviour, Cultural & Social Factors, Individual Influences, Consumer Decision Process, Post-Purchase Behaviour |
| MBADM-303 | International Business | Core | 4 | Introduction to International Business, Theories of International Trade, Global Environment, International Marketing, International Finance |
| MBADM-ELS-DM-1 | Elective Specialization-I (Digital Marketing) | Elective | 4 | Key topics are not detailed in the public syllabus for this elective slot. |
| MBADM-ELS-DM-2 | Elective Specialization-II (Digital Marketing) | Elective | 4 | Key topics are not detailed in the public syllabus for this elective slot. |
| MBADM-ELS-DM-3 | Elective Specialization-III (Digital Marketing) | Elective | 4 | Key topics are not detailed in the public syllabus for this elective slot. |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBADM-ELS-DM-4 | Elective Specialization-IV (Digital Marketing) | Elective | 4 | Key topics are not detailed in the public syllabus for this elective slot. |
| MBADM-ELS-DM-5 | Elective Specialization-V (Digital Marketing) | Elective | 4 | Key topics are not detailed in the public syllabus for this elective slot. |
| MBADM-ELS-DM-6 | Elective Specialization-VI (Digital Marketing) | Elective | 4 | Key topics are not detailed in the public syllabus for this elective slot. |
| MBADM-407 | Research Project/Dissertation | Project | 8 | Research Design, Data Collection & Analysis, Report Writing & Presentation, Problem Identification, Literature Review |
| MBADM-408 | Summer Internship | Internship | 4 | Industry Exposure, Practical Skill Application, Professional Networking, Organizational Structure, Industry Best Practices |
