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MBA in Marketing at L.N. Mishra Institute of Economic Development and Social Change
Patna, Bihar
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About the Specialization
What is Marketing at L.N. Mishra Institute of Economic Development and Social Change Patna?
This Marketing specialization program at L.N. Mishra Institute focuses on developing a comprehensive understanding of marketing principles, consumer dynamics, and strategic branding in the contemporary business landscape. It equips students with the skills necessary for market analysis, product development, digital engagement, and sales management, catering to the evolving demands of the Indian and global markets. The program''''s design integrates theoretical knowledge with practical application.
Who Should Apply?
This program is ideal for fresh graduates aspiring to build a career in sales, advertising, brand management, or market research within India. It also serves working professionals seeking to enhance their marketing expertise or transition into leadership roles in marketing departments. Individuals with a strong analytical aptitude and creative problem-solving skills, and a desire to understand consumer behavior and market trends, will thrive in this specialization.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including roles such as Brand Manager, Marketing Analyst, Digital Marketing Specialist, Sales Manager, or Market Research Executive. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals reaching INR 10-25+ LPA. The growth trajectories in Indian companies are robust, with opportunities in FMCG, retail, e-commerce, and services sectors, potentially aligning with professional certifications in digital marketing or analytics.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Focus intensely on foundational subjects like Managerial Economics, Accounting for Management, and Quantitative Techniques. Build strong analytical and problem-solving skills, which are critical for advanced marketing concepts. Utilize library resources, online tutorials, and peer study groups to clarify concepts.
Tools & Resources
Institute''''s library resources, NPTEL videos on core management subjects, Peer study groups
Career Connection
A strong grasp of business fundamentals forms the bedrock for effective marketing strategies and helps articulate business value in future roles like marketing analyst or brand executive.
Develop Robust Communication & Soft Skills- (Semester 1-2)
Actively participate in workshops on Business Communication & Soft Skills, group discussions, and presentations. Practice public speaking and refine written communication. Seek feedback from faculty and peers to continuously improve. Engage in institute''''s clubs for debates and presentations.
Tools & Resources
Toastmasters International (local chapters), Online courses on public speaking, Institute''''s communication labs
Career Connection
Effective communication is paramount in marketing for pitches, presentations, client interactions, and team leadership, significantly enhancing placement prospects in client-facing or strategic roles.
Leverage Data Analysis for Business Insights- (Semester 1-2)
Maximize learning from ''''Workshop on Business Data Analysis using SPSS'''' and quantitative subjects. Practice data interpretation and report generation using software tools. Apply these skills to case studies and mini-projects to understand business implications.
Tools & Resources
SPSS software, Excel for data analysis, Online datasets for practice
Career Connection
Proficiency in data analysis is highly valued in modern marketing for market research, campaign performance tracking, and strategic decision-making, opening doors to roles in marketing analytics and research.
Intermediate Stage
Deep Dive into Marketing Specialization & Research- (Semester 3)
Strategically choose marketing electives in Semester 3 that align with long-term career goals (e.g., Consumer Behaviour, Product & Brand Management). Actively engage in ''''Marketing Research'''' projects to apply methodologies, data collection, and analysis skills in real-world scenarios.
Tools & Resources
Marketing research tools (surveys, questionnaires), Industry reports and journals, Guest lectures by marketing professionals
Career Connection
Specialized knowledge and practical research experience are crucial for roles in market intelligence, product development, and brand strategy, making you a more desirable candidate for specific marketing functions.
Seek Industry Exposure through Summer Training- (After Semester 2 (during summer break))
Undertake the Summer Training project with full dedication. Choose an internship in a relevant marketing domain (e.g., sales, digital marketing, brand assistant). Focus on applying theoretical knowledge, learning industry best practices, and building a professional network. Document experiences thoroughly in the project report.
Tools & Resources
LinkedIn for networking, Internship portals (Internshala, Naukri), Mentorship from industry professionals
Career Connection
Practical experience significantly boosts employability, providing a competitive edge in placements. It validates your skills and offers insights into corporate culture and specific industry challenges.
Build a Digital Marketing Portfolio- (Semester 3 onwards)
Beyond classroom learning, complete certifications in digital marketing platforms like Google Ads, Facebook Blueprint, or HubSpot. Start personal projects like managing social media for a local business, or creating content for a blog. This demonstrates practical application of digital skills.
Tools & Resources
Google Skillshop, Meta Blueprint, HubSpot Academy, Canva for content creation
Career Connection
A tangible portfolio of digital marketing work is highly attractive to recruiters in a digital-first economy, directly leading to opportunities in digital marketing agencies, e-commerce, and corporate marketing teams.
Advanced Stage
Excel in Final Project Work with Industry Relevance- (Semester 4)
Select a Final Project Work topic that addresses a current industry challenge in marketing. Conduct thorough research, data analysis, and propose innovative solutions. Collaborate with faculty mentors and, if possible, seek guidance from industry experts to ensure project quality and relevance.
Tools & Resources
Academic databases, Industry case studies, Mentors from target industries
Career Connection
A well-executed and industry-relevant project showcases your problem-solving abilities and specialized knowledge, serving as a powerful talking point in placement interviews and demonstrating readiness for strategic roles.
Intensive Placement Preparation & Networking- (Semester 4)
Actively participate in placement cell activities, mock interviews, and resume building workshops. Network with alumni and industry leaders through seminars, conferences, and LinkedIn. Tailor your resume and interview responses to specific marketing roles and companies of interest.
Tools & Resources
Institute''''s placement cell, LinkedIn Premium (trial), Naukri, Monster for job search
Career Connection
Proactive placement preparation and a strong professional network significantly increase the chances of securing desirable job offers in leading marketing companies and startups.
Cultivate Leadership and Strategic Thinking- (Semester 3-4)
Engage in leadership roles within student organizations or manage college events, especially those with a marketing focus. Participate in business strategy competitions and case studies to hone decision-making and strategic thinking skills. Focus on ''''Strategic Management'''' and ''''International Business'''' concepts.
Tools & Resources
Case study competitions (e.g., those hosted by IIMs), Business magazines (HBR, Forbes), Leadership development workshops
Career Connection
Demonstrating leadership potential and strategic acumen is vital for fast-tracking career growth into senior management and marketing leadership positions post-MBA, aligning with the program''''s objective.
Program Structure and Curriculum
Eligibility:
- Recognised Bachelor''''s degree of minimum 3 years duration with 50% marks (45% for SC/ST/EBC/Divyang) in aggregate or equivalent CGPA. Final year students can also apply. Valid score in CAT/CMAT/XAT/MAT/ATMA/GMAT and performance in Group Discussion & Personal Interview.
Duration: 2 years (4 semesters)
Credits: Credits not specified
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 101 | Management Process & Organizational Behaviour | Core | 3 | Management: An Overview, Planning, Organizing, Staffing, Directing, Controlling, Foundations of Organizational Behaviour, Perception and Learning, Motivation, Leadership, Communication |
| MBA 102 | Managerial Economics | Core | 3 | Introduction to Managerial Economics, Demand Analysis, Production and Cost Analysis, Market Structure and Pricing Strategies, Business Cycles and Macroeconomics |
| MBA 103 | Accounting for Management | Core | 3 | Introduction to Accounting, Financial Statements Analysis, Cost Accounting Concepts, Budgeting and Budgetary Control, Working Capital Management |
| MBA 104 | Business Communication & Soft Skills | Core | 3 | Fundamentals of Communication, Oral and Written Communication, Business Correspondence, Presentation Skills, Group Discussion and Interview Skills, Soft Skills for Professional Success |
| MBA 105 | Quantitative Techniques for Management | Core | 3 | Introduction to Quantitative Techniques, Linear Programming, Transportation and Assignment Problems, Decision Theory, Network Analysis (PERT/CPM), Statistical Inference |
| MBA 106 | Computer Application in Management | Core | 3 | Introduction to Computers, Operating Systems and Office Automation, Database Management Systems (DBMS), Networking and Internet, E-Commerce Concepts |
| MBA 107 | Legal Aspects of Business | Core | 3 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Companies Act, 2013, Consumer Protection Act, 2019, Intellectual Property Rights |
| MBA 108 | Workshop on Business Data Analysis using SPSS | Core | 3 | Introduction to SPSS, Data Entry and Manipulation, Descriptive Statistics, Inferential Statistics (t-tests, ANOVA), Regression Analysis, Report Generation |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 201 | Human Resource Management | Core | 3 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management, Compensation Management |
| MBA 202 | Marketing Management | Core | 3 | Introduction to Marketing, Marketing Environment and Consumer Behaviour, Market Segmentation, Targeting, Positioning, Product Decisions, Pricing Decisions, Promotion and Distribution Decisions |
| MBA 203 | Financial Management | Core | 3 | Introduction to Financial Management, Time Value of Money, Capital Budgeting, Cost of Capital, Capital Structure, Dividend Policy |
| MBA 204 | Operations Management | Core | 3 | Introduction to Operations Management, Product Design and Process Selection, Facility Location and Layout, Inventory Management, Quality Management, Supply Chain Management |
| MBA 205 | Business Environment & Entrepreneurship | Core | 3 | Concepts of Business Environment, Economic, Political, Legal, Socio-cultural Environment, Introduction to Entrepreneurship, Creativity and Innovation, Business Plan Formulation, Sources of Finance for Entrepreneurs |
| MBA 206 | Research Methodology | Core | 3 | Introduction to Research, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis and Interpretation, Report Writing |
| MBA 207 | Production & Operations Research | Core | 3 | Introduction to Production and Operations Research, Forecasting Techniques, Aggregate Planning, Scheduling, Maintenance Management, Linear Programming (Revisit/Application) |
| MBA 208 | Summer Training & Project Report | Project | 6 | Internship Objectives, Industry Exposure and Skill Application, Data Collection and Analysis, Problem Identification and Solution Formulation, Report Writing and Presentation |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 301 | Strategic Management | Core | 3 | Concept of Strategy, Strategic Analysis (Internal & External), Strategy Formulation, Strategy Implementation, Strategic Control, Corporate Governance |
| MBA 302 | Management Information System | Core | 3 | Introduction to MIS, Information Systems for Business, Database Management, Decision Support Systems (DSS), E-Business and E-Commerce, Security and Ethical Issues in IS |
| MBA M301 | Consumer Behaviour | Elective (Marketing) | 3 | Introduction to Consumer Behaviour, Individual Determinants of Consumer Behaviour, Group Dynamics and Social Influences, Consumer Decision-Making Process, Consumer Behaviour Models, Marketing Implications of Consumer Behaviour |
| MBA M302 | Product & Brand Management | Elective (Marketing) | 3 | Product Concepts and Classifications, Product Life Cycle Strategies, New Product Development, Brand Management Fundamentals, Brand Identity and Equity, Branding Strategies |
| MBA M303 | Advertising & Sales Promotion | Elective (Marketing) | 3 | Introduction to Advertising, Advertising Media Planning, Creative Strategy, Sales Promotion Techniques, Public Relations and Publicity, Measuring Effectiveness |
| MBA M304 | Marketing Research | Elective (Marketing) | 3 | Introduction to Marketing Research, Marketing Research Process, Data Collection Methods (Primary & Secondary), Sampling Design, Data Analysis Techniques, Report Preparation and Presentation |
| MBA M305 | Services Marketing | Elective (Marketing) | 3 | Introduction to Services Marketing, Characteristics of Services, Services Marketing Mix (7 Ps), Service Quality and Customer Satisfaction, Managing Demand and Capacity, Service Recovery and Relationship Marketing |
| MBA M306 | Sales & Distribution Management | Elective (Marketing) | 3 | Introduction to Sales Management, Sales Force Management, Selling Process, Sales Forecasting and Budgeting, Distribution Channels, Logistics and Supply Chain in Distribution |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 401 | International Business | Core | 3 | Introduction to International Business, Theories of International Trade, Foreign Direct Investment, Global Business Environment, International Marketing Strategies, International Financial Management |
| MBA 402 | Business Ethics & Corporate Social Responsibility | Core | 3 | Introduction to Business Ethics, Ethical Decision Making, Corporate Governance, Concept of Corporate Social Responsibility (CSR), CSR Models and Practices, Sustainability and Business |
| MBA M401 | Rural Marketing | Elective (Marketing) | 3 | Rural Market Environment, Rural Consumer Behaviour, Rural Marketing Strategies (Product, Price, Place, Promotion), Rural Distribution Challenges, Rural Market Research, Microfinance and Rural Development |
| MBA M402 | Retail Management | Elective (Marketing) | 3 | Introduction to Retailing, Retail Formats and Theories, Retail Store Location and Layout, Merchandise Management, Retail Pricing and Communication, Retail Customer Relationship Management |
| MBA M403 | Digital Marketing | Elective (Marketing) | 3 | Introduction to Digital Marketing, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing, Email Marketing and Analytics |
| MBA M404 | Customer Relationship Management | Elective (Marketing) | 3 | Introduction to CRM, CRM Strategy and Implementation, Customer Data Management, Customer Segmentation, Customer Loyalty Programs, CRM Technologies and Analytics |
| MBA M405 | Supply Chain Management | Elective (Marketing) | 3 | Introduction to Supply Chain Management, Supply Chain Strategy, Inventory Management in SCM, Logistics Management, Information Technology in SCM, Global Supply Chains |
| MBA M406 | Industrial Marketing | Elective (Marketing) | 3 | Nature of Industrial Marketing, Industrial Consumer Behaviour, Industrial Product and Pricing Strategies, Industrial Channel Management, Industrial Promotion Strategies, Relationship Marketing in Industrial Markets |
| MBA 407 | Final Project Work | Project | 6 | Problem Identification, Literature Review, Methodology Design, Data Collection and Analysis, Report Writing, Presentation and Viva Voce |
