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MBA in Marketing at KMEA Engineering College
Ernakulam, Kerala
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About the Specialization
What is Marketing at KMEA Engineering College Ernakulam?
This Marketing specialization program at KMEA Engineering College, affiliated with KTU, focuses on developing strategic marketing acumen essential for the dynamic Indian market. It emphasizes modern marketing techniques, digital tools, and consumer insights, preparing students for impactful roles. The curriculum is designed to meet the evolving demands of both traditional and new-age businesses in India.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, digital marketing, or sales roles, working professionals looking to upskill in strategic marketing, and career changers transitioning to marketing-focused industries. It benefits individuals passionate about understanding consumer behavior and market dynamics, aiming for leadership roles.
Why Choose This Course?
Graduates of this program can expect diverse career paths in roles like Marketing Manager, Brand Manager, Digital Marketing Specialist, or Sales Head. Entry-level salaries typically range from INR 4-7 LPA, growing significantly with experience. Students align with certifications like Google Analytics and HubSpot, enhancing their growth trajectories in Indian and multinational companies.
Student Success Practices
Foundation Stage
Master Business Fundamentals and Communication- (Semester 1-2)
Focus on building a strong understanding of core management concepts, economics, and accounting. Actively participate in all business communication labs to hone presentation, public speaking, and report writing skills, which are crucial for any management role. Engage in peer study groups to clarify concepts and prepare for internal assessments.
Tools & Resources
KTU e-learning portal, NPTEL courses on management, Toastmasters club (if available)
Career Connection
A solid foundation ensures better comprehension of advanced marketing subjects and equips students with essential soft skills demanded by recruiters for entry-level positions.
Develop Data Analytical Skills- (Semester 1-2)
Pay close attention to Business Analytics and Data Visualization labs. Practice regularly with tools like Excel, Tableau, or Power BI. Complete all assignments diligently and seek opportunities to apply analytical thinking to case studies. This early exposure to data tools is a significant advantage in modern marketing.
Tools & Resources
Microsoft Excel, Tableau Public, Power BI Desktop, Online tutorials (Coursera, Udemy)
Career Connection
Proficiency in data analytics is highly valued in marketing, enabling data-driven decision-making and opening doors to roles in market research and digital marketing analytics.
Undertake Meaningful Social Internships- (Semester 2)
Approach the social internship in Semester 2 seriously, viewing it as an opportunity to understand societal challenges and management applications in non-profit or community settings. Document learnings thoroughly and actively contribute, building empathy and project management skills.
Tools & Resources
Local NGOs, Government initiatives, Internship report guidelines
Career Connection
Demonstrates social responsibility and practical application of management principles, which can be a differentiator in interviews, especially for roles requiring corporate social responsibility or community engagement.
Intermediate Stage
Deep Dive into Marketing Electives- (Semester 3)
Select marketing electives strategically based on career interests (e.g., digital, brand, sales). Go beyond classroom learning by reading industry reports, marketing blogs (e.g., HubSpot, MarketingProfs), and attending webinars to gain deeper insights into specific areas. Aim for certification in chosen areas.
Tools & Resources
HubSpot Academy, Google Digital Garage, Online marketing forums, Industry magazines
Career Connection
Specialized knowledge makes you more competitive for roles in your chosen marketing domain and allows for focused resume building and interview preparation.
Engage in Live Marketing Projects and Competitions- (Semester 3)
Seek opportunities for live projects with companies, even if unpaid, to apply theoretical knowledge to real-world marketing challenges. Participate in inter-college marketing case study competitions and quizzes. This builds practical experience, problem-solving skills, and networking opportunities with industry professionals.
Tools & Resources
College placement cell, Startup incubators, National level business competitions (e.g., B-school challenges)
Career Connection
Practical exposure and competition wins enhance your CV, providing tangible evidence of your skills and initiative, crucial for securing internships and placements.
Build a Professional Network- (Semester 3)
Actively network with faculty, alumni, guest speakers, and industry professionals. Attend industry events, seminars, and workshops. Utilize platforms like LinkedIn to connect and learn from professionals in the marketing field. Mentorship can provide valuable career guidance.
Tools & Resources
LinkedIn, Industry conferences (e.g., AD ASIA, Marketing Conclave)
Career Connection
Networking is vital for discovering job opportunities, gaining industry insights, and building professional relationships that can lead to referrals and career advancement.
Advanced Stage
Excel in Major Project and Viva Voce- (Semester 4)
Dedicate significant effort to your Major Project, choosing a topic relevant to your marketing specialization. Conduct thorough research, data analysis, and propose actionable solutions. Prepare meticulously for the viva voce, articulating your project''''s methodology, findings, and managerial implications clearly and confidently.
Tools & Resources
Research databases (JSTOR, EBSCO), Statistical software (SPSS, R), Presentation tools
Career Connection
A well-executed project demonstrates your ability to solve complex business problems, a critical skill for strategic marketing roles. Strong viva performance showcases communication and critical thinking.
Intensive Placement Preparation- (Semester 4)
Start preparing for placements early. Tailor your resume and cover letters to specific marketing roles. Practice mock interviews, group discussions, and aptitude tests. Leverage the college''''s placement cell resources, attend company presentations, and research potential employers thoroughly, focusing on their marketing strategies.
Tools & Resources
Placement cell workshops, Online aptitude tests, Company websites, Glassdoor for interview experiences
Career Connection
Thorough preparation directly translates into a higher chance of securing desirable placements in top marketing firms and roles post-graduation.
Stay Updated with Industry Trends and Technology- (Semester 4)
Continuously follow the latest trends in marketing, especially in digital transformation, AI in marketing, and sustainable marketing practices. Read industry news, participate in online courses, and follow thought leaders. Understand how new technologies are reshaping consumer behavior and market strategies.
Tools & Resources
Marketing blogs (e.g., Search Engine Journal, Neil Patel), Google Alerts, Coursera/edX advanced courses
Career Connection
Being current with industry trends makes you a more valuable asset to employers, especially in fast-evolving fields like marketing, and positions you for future leadership roles.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s degree (10+2+3/4) in any discipline from a recognized university with a minimum of 50% aggregate marks (45% for SC/ST). Must have a valid score in KMAT Kerala, CMAT, or CAT.
Duration: 4 semesters / 2 years
Credits: 82 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA101 | Management Concepts and Organizational Behavior | Core | 3 | Introduction to Management, Organizational Behavior Foundations, Motivation and Leadership, Communication and Group Dynamics, Organizational Culture and Change |
| MBA103 | Managerial Economics | Core | 3 | Introduction to Managerial Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures, Macroeconomic Environment of Business |
| MBA105 | Business Analytics | Core | 3 | Introduction to Business Analytics, Data Collection and Preparation, Descriptive Analytics, Predictive Analytics, Prescriptive Analytics and Optimization |
| MBA107 | Accounting for Managers | Core | 3 | Financial Accounting Fundamentals, Preparation of Financial Statements, Cost Accounting Principles, Budgetary Control, Ratio Analysis and Fund Flow Statement |
| MBA109 | Business Communication & Soft Skills | Core | 3 | Fundamentals of Business Communication, Oral Communication Skills, Written Communication Skills, Interpersonal and Team Skills, Presentation Skills |
| MBA181 | Business Analytics Lab | Lab | 1 | Statistical Software Introduction (e.g., R/Python), Data Import and Cleaning, Descriptive Statistics Implementation, Hypothesis Testing, Regression Analysis Basics |
| MBA183 | Data Visualization Lab | Lab | 1 | Introduction to Data Visualization Tools (e.g., Tableau/Power BI), Creating Basic Charts and Graphs, Dashboards and Storytelling, Interactive Visualizations, Case Studies in Business Visualization |
| MBA185 | Business Communication & Soft Skills Lab | Lab | 1 | Group Discussions and Debates, Presentation Practice, Interview Skills Simulation, Report Writing Exercises, Conflict Resolution Role Plays |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA201 | Marketing Management | Core | 3 | Introduction to Marketing, Market Segmentation, Targeting, Positioning, Product Management, Pricing Strategies, Promotion and Distribution Channels |
| MBA203 | Financial Management | Core | 3 | Financial Management Introduction, Time Value of Money, Capital Budgeting Decisions, Working Capital Management, Cost of Capital and Capital Structure |
| MBA205 | Human Resource Management | Core | 3 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management and Compensation |
| MBA207 | Operations Management | Core | 3 | Operations Management Introduction, Product and Process Design, Capacity and Facility Planning, Inventory Management, Quality Management |
| MBA209 | Legal and Business Environment | Core | 3 | Indian Contract Act, Company Law Fundamentals, Consumer Protection Act, Intellectual Property Rights, Global and Indian Economic Environment |
| MBA281 | Spreadsheet Modelling | Lab | 1 | Advanced Excel Functions, Data Analysis Tools in Excel, Scenario Manager and Goal Seek, Financial Modeling in Spreadsheets, Data Validation and Protection |
| MBA283 | Research Methods and Business Plan Lab | Lab | 1 | Formulating Research Questions, Data Collection Methods, Data Analysis Techniques, Business Plan Components, Feasibility Study and Financial Projections |
| MBA285 | Social Internship & Project Report | Project | 1 | Understanding Social Responsibility, Identifying Community Needs, Project Planning and Execution, Data Collection and Analysis in Social Context, Report Writing and Presentation of Findings |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA301 | Strategic Management | Core | 3 | Introduction to Strategic Management, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control and Evaluation |
| MBA303 | Entrepreneurship & Innovation Management | Core | 3 | Introduction to Entrepreneurship, Innovation and Creativity, Business Plan Development, Funding and Venture Capital, Intellectual Property and Legal Aspects |
| MBA381 | Comprehensive Viva Voce | Viva Voce | 2 | Overall understanding of MBA Core Concepts, Application of theoretical knowledge to business problems, Critical thinking and analytical skills, Communication and presentation abilities, Industry awareness and current affairs |
| MBA3E11 | Consumer Behaviour | Elective (Marketing Specialization) | 3 | Introduction to Consumer Behavior, Consumer Decision Making Process, Cultural and Social Influences, Psychological Factors, Consumer Research and Marketing Strategy |
| MBA3E13 | Sales & Distribution Management | Elective (Marketing Specialization) | 3 | Introduction to Sales Management, Sales Force Organization and Design, Selling Process and Techniques, Distribution Channels Management, Logistics and Supply Chain in Sales |
| MBA3E15 | Digital Marketing | Elective (Marketing Specialization) | 3 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Social Media Marketing, Content Marketing and Email Marketing, Digital Advertising and Analytics |
| MBA3E17 | Marketing Research | Elective (Marketing Specialization) | 3 | Marketing Research Process, Research Design and Data Collection, Sampling Techniques, Data Analysis and Interpretation, Report Writing and Presentation |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA401 | Global Business Management | Core | 3 | Globalization and International Business, International Trade Theories, Foreign Exchange Markets, Global Marketing Strategies, International Human Resource Management |
| MBA403 | Technology & Operations Strategy | Core | 3 | Role of Technology in Business Strategy, Operations Strategy Formulation, Supply Chain Strategy, Digital Transformation and Industry 4.0, Innovation and Technology Management |
| MBA481 | Major Project Report | Project | 6 | Problem Identification and Formulation, Literature Review and Research Design, Data Collection and Analysis, Solution Development and Implementation, Report Writing and Documentation |
| MBA483 | Major Project Viva Voce | Viva Voce | 2 | Presentation of Project Findings, Justification of Methodology, Discussion on Managerial Implications, Demonstration of Subject Matter Expertise, Ability to defend research and solutions |
| MBA4E11 | Brand Management | Elective (Marketing Specialization) | 3 | Introduction to Brand Management, Brand Identity and Positioning, Brand Equity Measurement, Brand Growth Strategies, Managing Brands over Time |
| MBA4E13 | Product and Pricing Management | Elective (Marketing Specialization) | 3 | Product Life Cycle, New Product Development, Product Portfolio Management, Pricing Objectives and Strategies, Pricing across Product Life Cycle |
| MBA4E15 | International Marketing | Elective (Marketing Specialization) | 3 | Scope of International Marketing, Global Market Environment Analysis, International Market Entry Strategies, Global Product and Pricing Decisions, International Promotion and Distribution |
| MBA4E17 | Integrated Marketing Communication | Elective (Marketing Specialization) | 3 | Introduction to IMC, Advertising Management, Sales Promotion and Public Relations, Personal Selling and Direct Marketing, Measuring IMC Effectiveness |
