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MBA in Marketing at Koneru Lakshmaiah Education Foundation (Deemed to be University)
Guntur, Andhra Pradesh
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About the Specialization
What is Marketing at Koneru Lakshmaiah Education Foundation (Deemed to be University) Guntur?
This Marketing program at Koneru Lakshmaiah Education Foundation focuses on developing future-ready marketing professionals. It delves into the dynamic landscape of consumer behavior, digital trends, and strategic brand management, highly relevant to India''''s burgeoning consumer market. The program aims to equip students with analytical and creative skills to tackle complex marketing challenges. India''''s diverse market and digital penetration offer unique opportunities, making this specialization crucial.
Who Should Apply?
This program is ideal for fresh graduates with a passion for brand building, market analysis, and customer engagement, seeking entry into marketing roles across various sectors. It also caters to working professionals aiming to upskill in contemporary marketing techniques like digital marketing or reorient their careers towards strategic marketing leadership in India. Candidates with backgrounds in business, mass communication, or related fields will find this program enriching.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including Brand Manager, Digital Marketing Specialist, Marketing Analyst, Sales Manager, and Market Research Executive. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals commanding INR 10-25 lakhs or more in leading Indian companies and MNCs operating locally. The program''''s focus on practical skills aligns with certifications like Google Ads, HubSpot, and NISM.
Student Success Practices
Foundation Stage
Develop strong analytical and statistical skills- (Semester 1-2)
Master core subjects like Business Statistics and Business Analytics, which form the bedrock of data-driven marketing decisions. Focus on understanding data interpretation, statistical tools, and analytical software applications.
Tools & Resources
SPSS, R for beginners, Microsoft Excel, NPTEL courses on Business Analytics, Kaggle challenges
Career Connection
Essential for market research, marketing analytics roles, and understanding campaign performance, directly impacting data-driven decision-making in Indian corporate settings.
Cultivate effective communication and presentation abilities- (Semester 1-2)
Actively participate in class discussions, case studies, and presentations. Leverage ''''Soft Skills for Managers'''' to refine public speaking, negotiation, and interpersonal communication, crucial for client interactions and team leadership.
Tools & Resources
Toastmasters International clubs, College debate clubs, Presentation tools like PowerPoint/Canva, LinkedIn Learning courses on communication
Career Connection
Vital for roles in sales, advertising, client management, and leadership, enabling clear articulation of marketing strategies to diverse Indian stakeholders.
Build foundational knowledge of marketing principles- (Semester 1-2)
Thoroughly grasp the concepts taught in Marketing Management and other core business subjects. Read marketing literature, follow industry news, and engage in discussions about current marketing trends to build a strong theoretical base.
Tools & Resources
Philip Kotler''''s Marketing Management, Harvard Business Review articles, MarketingWeek, Economic Times Brand Equity, Online marketing blogs
Career Connection
Provides the essential framework for understanding all specialized marketing concepts, preparing for entry-level marketing assistant and executive roles.
Intermediate Stage
Deep Dive into Marketing Electives and Internship- (Semester 3)
Select electives strategically based on career interests (e.g., Digital Marketing, Brand Management). Apply classroom learning during the mandatory internship, actively seeking projects related to your chosen specialization. Network with industry professionals during this period.
Tools & Resources
Internshala, LinkedIn for networking, Company websites for internship opportunities, Professional marketing associations in India
Career Connection
Directly translates theoretical knowledge into practical skills, provides industry exposure, and creates a professional network crucial for securing desired roles in the Indian marketing landscape.
Engage with digital marketing tools and platforms- (Semester 3)
Beyond academic learning, proactively gain hands-on experience with tools used in digital marketing. Understand SEO, SEM, social media analytics, and content creation. Work on personal branding and online presence.
Tools & Resources
Google Analytics, Google Ads, Meta Business Suite, HubSpot Academy, SEMrush, Canva
Career Connection
Develops highly sought-after skills for roles like Digital Marketing Specialist, SEO Analyst, Social Media Manager, critical for modern Indian businesses.
Participate in marketing competitions and case studies- (Semester 3)
Join college clubs and participate in national-level marketing case competitions (e.g., those organized by IIMs, XLRI, or corporate challenges). This enhances problem-solving, strategic thinking, and teamwork.
Tools & Resources
Unstop (formerly Dare2Compete), College marketing clubs, Business newspapers for current case studies
Career Connection
Boosts resume, provides practical experience in solving real business problems, and hones skills valued by top recruiters in India.
Advanced Stage
Execute and showcase the Major Project Work- (Semester 4)
Dedicate significant effort to the Major Project Work (Phase-II). Choose a research topic or a live industry problem aligned with your marketing specialization. Aim for high-quality research, rigorous analysis, and a professional presentation.
Tools & Resources
Academic databases (JSTOR, EBSCO), Survey tools (Google Forms, SurveyMonkey), Statistical software, Presentation software (PowerPoint, Google Slides)
Career Connection
Serves as a tangible portfolio piece demonstrating expertise, analytical capabilities, and problem-solving skills to potential employers in India, especially for marketing consulting or research roles.
Intensify placement preparation and networking- (Semester 4)
Actively engage with the placement cell, attend mock interviews, and tailor your resume and cover letter to specific marketing roles. Leverage your professional network from internships and events to explore job opportunities.
Tools & Resources
College placement cell, LinkedIn, Naukri.com, Internshala for job searches, Professional mentorship
Career Connection
Directly prepares you for securing desirable placements in top Indian companies and MNCs, focusing on interview skills and industry-specific knowledge.
Stay updated with emerging marketing technologies and trends- (Semester 4)
Continuously learn about new developments in AI, machine learning, metaverse marketing, and ethical considerations in marketing. Attend webinars, industry conferences, and read market research reports.
Tools & Resources
Marketing blogs (e.g., Neil Patel, HubSpot), Industry reports (e.g., PwC, Deloitte India marketing reports), Marketing technology websites, Online courses on emerging tech
Career Connection
Ensures you remain competitive and future-ready, positioning you as an innovative candidate for roles requiring adaptation to evolving marketing landscapes in India and globally.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree with minimum 50% marks in any discipline, with a valid score in MAT/CAT/XAT/KLEEE(PG)/ICET/ATMA.
Duration: 2 years (4 semesters)
Credits: 92 (based on detailed semester scheme, 100 as per program overview) Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB101 | Management Process and Organizational Behavior | Core | 3 | Management Principles, Organizational Design, Motivation Theories, Leadership Styles, Group Dynamics, Conflict Management |
| MB102 | Business Economics | Core | 3 | Demand and Supply Analysis, Production and Cost, Market Structures, Pricing Strategies, National Income, Macroeconomic Policies |
| MB103 | Accounting for Management | Core | 3 | Financial Statements Analysis, Cost Accounting, Budgetary Control, Standard Costing, Variance Analysis, Fund Flow and Cash Flow Statements |
| MB104 | Business Statistics | Core | 3 | Data Collection and Presentation, Probability Distributions, Hypothesis Testing, Correlation and Regression, Time Series Analysis, Decision Theory |
| MB105 | Financial Management | Core | 3 | Capital Budgeting, Working Capital Management, Capital Structure, Cost of Capital, Dividend Policy, Financial Markets |
| MB106 | Marketing Management | Core | 3 | Marketing Mix, Consumer Behavior, Market Segmentation, Product Life Cycle, Pricing Decisions, Promotion Strategies |
| MB107 | Business Law | Core | 3 | Indian Contract Act, Sale of Goods Act, Companies Act, Consumer Protection Act, Intellectual Property Rights, Cyber Laws |
| MB108 | Entrepreneurship and Innovation | Core | 2 | Entrepreneurial Process, Business Plan Development, Startup Ecosystem, Innovation Management, Sources of Funding, Venture Capital |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB201 | Human Resource Management | Core | 3 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management, Industrial Relations |
| MB202 | Operations Management | Core | 3 | Production Planning, Inventory Control, Quality Management, Supply Chain Management, Project Management, Lean Manufacturing |
| MB203 | Research Methodology | Core | 3 | Research Design, Data Collection Methods, Sampling Techniques, Questionnaire Design, Data Analysis Tools, Report Writing |
| MB204 | Business Analytics | Core | 3 | Data Mining, Predictive Modeling, Data Visualization, Statistical Software, Machine Learning Basics, Business Intelligence |
| MB205 | Information Systems for Managers | Core | 3 | Management Information Systems, Enterprise Resource Planning, Database Management, Network Technologies, E-commerce, Cloud Computing |
| MB206 | International Business | Core | 3 | Globalization and Trade Theories, Foreign Exchange Markets, International Finance, Global Marketing Strategies, Cross-Cultural Management, International Legal Environment |
| MB207 | Corporate Governance and Business Ethics | Core | 3 | Ethical Theories, Corporate Social Responsibility, Board of Directors, Stakeholder Management, Ethical Decision Making, Whistleblowing |
| MB208 | Soft Skills for Managers | Core | 2 | Communication Skills, Presentation Skills, Teamwork and Collaboration, Time Management, Negotiation Skills, Critical Thinking |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB301 | Consumer Behaviour | Elective (Marketing) | 3 | Consumer Decision Process, Psychological Influences, Social and Cultural Factors, Consumer Learning and Memory, Attitude Formation, Post-Purchase Behavior |
| MB302 | Integrated Marketing Communications | Elective (Marketing) | 3 | Advertising Strategies, Sales Promotion, Public Relations, Personal Selling, Digital Marketing Communication, Media Planning |
| MB303 | Services Marketing | Elective (Marketing) | 3 | Nature of Services, Service Quality Models, Service Encounters, Pricing Services, Promotion of Services, Service Recovery Strategies |
| MB309 | Internship | Practical | 5 | Industry Exposure, Practical Application of Management Concepts, Project Report Preparation, Presentation Skills, Networking, Problem Solving |
| MB310 | Major Project Work (Phase-I) | Project | 5 | Problem Identification, Literature Review, Research Design, Methodology Development, Data Collection Planning, Preliminary Analysis |
| MB311 | Open Elective | Open Elective | 3 | Subject selected by student from a list of interdisciplinary offerings (e.g., Data Analytics, Supply Chain, HR) |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB401 | Rural Marketing | Elective (Marketing) | 3 | Rural Market Environment, Rural Consumer Behavior, Product Strategies for Rural Markets, Pricing in Rural India, Rural Distribution Channels, Rural Communication Strategies |
| MB402 | Product and Brand Management | Elective (Marketing) | 3 | Product Planning and Development, Product Life Cycle Management, Branding Strategies, Brand Equity and Valuation, Brand Extensions, Packaging and Labeling |
| MB403 | Cross Functional Elective | Elective | 3 | Subject chosen from other functional areas like Finance, HR, Systems (e.g., Financial Modeling, HR Analytics) |
| MB404 | Open Elective | Open Elective | 3 | Subject selected by student from a list of interdisciplinary offerings (e.g., Blockchain, Cyber Security, Intellectual Property Rights) |
| MB405 | Major Project Work (Phase-II) | Project | 5 | Data Analysis and Interpretation, Report Writing, Findings and Recommendations, Conclusion, Presentation of Project, Viva Voce |
| MB406 | Comprehensive Viva-Voce | Viva-Voce | 3 | Overall Understanding of MBA Concepts, Application of Theories, Critical Thinking, Communication Skills, General Business Knowledge, Specialization Proficiency |
