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MBA in Marketing at Lorven International Institute of Management Studies
Bengaluru, Karnataka
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About the Specialization
What is Marketing at Lorven International Institute of Management Studies Bengaluru?
This Marketing specialization program at Lorven International Institute of Management Studies, affiliated with Bangalore University, focuses on developing comprehensive marketing skills crucial for the dynamic Indian industry. It covers traditional and digital marketing strategies, consumer insights, and brand building, preparing students for leadership roles in a highly competitive market. The program aims to equip future managers with a blend of theoretical knowledge and practical application.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into marketing management roles, as well as working professionals looking to upskill in current marketing trends. Individuals passionate about branding, consumer behavior, digital platforms, and market analysis, and those aiming for a career transition into the marketing domain, will find this program highly beneficial. No specific prerequisite background beyond the MBA eligibility is typically required.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including roles as Marketing Managers, Brand Managers, Digital Marketing Specialists, Sales Managers, and Market Research Analysts. Entry-level salaries typically range from INR 4-7 LPA, growing significantly with experience. Students can align their learning with professional certifications in digital marketing or analytics to enhance their career growth trajectories in Indian and global companies operating in India.
Student Success Practices
Foundation Stage
Master Core Marketing Fundamentals- (Semester 1-2)
Diligently study core marketing principles, consumer behavior, and market research methodologies. Focus on understanding the theoretical frameworks of the marketing mix (Product, Price, Place, Promotion) and their application in the Indian context. Engage in case study analysis to grasp real-world business scenarios.
Tools & Resources
Harvard Business Review case studies, Philip Kotler''''s Marketing Management textbook, IIMBx or Coursera foundational marketing courses
Career Connection
A strong foundation is critical for effective strategic marketing, enabling students to analyze market opportunities and develop robust marketing plans, which are essential for entry-level marketing roles.
Develop Analytical and Quantitative Skills- (Semester 1-2)
Actively participate in quantitative methods and data analytics courses. Practice statistical tools and software (e.g., Excel, R/Python basics) to interpret market data, analyze sales trends, and predict consumer preferences. Form study groups to solve problems collaboratively and enhance understanding.
Tools & Resources
Udemy courses on Excel for Business Analytics, Kaggle datasets for practice, Google Analytics Academy for web data
Career Connection
Marketing analytics is a highly demanded skill in India. Proficiency in data analysis makes students valuable assets for market research, digital marketing, and business intelligence roles, leading to better decision-making capabilities.
Build Communication and Presentation Skills- (Semester 1-2)
Seize every opportunity to present project work, participate in debates, and engage in public speaking events. Focus on articulating marketing ideas clearly and persuasively. Join college clubs related to public speaking or marketing to gain practical experience and receive peer feedback.
Tools & Resources
Toastmasters International clubs, Presentation software like PowerPoint/Canva, Online courses on effective communication
Career Connection
Strong communication is vital for client interactions, team leadership, and presenting marketing campaigns, directly impacting career progression in sales, brand management, and client servicing.
Intermediate Stage
Undertake Specialization-Specific Projects- (Semester 3)
Choose electives in Marketing (e.g., Digital Marketing, Brand Management) and actively pursue projects aligned with these areas. Seek opportunities for live industry projects or simulations to apply theoretical knowledge to real marketing challenges, focusing on generating actionable insights.
Tools & Resources
Industry reports (e.g., Nielsen, IMRB), Marketing automation platforms (e.g., HubSpot free tools), Case study competitions
Career Connection
Hands-on project experience in a specialization demonstrates practical competence to recruiters, making students more competitive for roles specifically requiring digital marketing, brand strategy, or market research expertise.
Engage in Marketing Competitions and Certifications- (Semester 3)
Participate in inter-college marketing case study competitions, ad-making contests, or brand strategy challenges. Simultaneously, pursue industry-recognized certifications like Google Ads, Google Analytics, HubSpot Inbound Marketing, or Facebook Blueprint to validate specialized skills.
Tools & Resources
Online platforms for competitions (e.g., Dare2Compete), Certification portals (Google Skillshop, HubSpot Academy), LinkedIn Learning
Career Connection
Winning competitions boosts your resume and showcases problem-solving abilities. Certifications directly enhance employability for digital marketing and analytical roles, signaling a commitment to professional development and up-to-date skills.
Network with Industry Professionals- (Semester 3)
Attend industry conferences, workshops, and guest lectures organized by the institute or local marketing associations. Connect with marketing professionals on LinkedIn, seek informational interviews, and build a professional network for mentorship and future career opportunities.
Tools & Resources
LinkedIn, Industry association events (e.g., IAA, AMA India chapters), College alumni network platforms
Career Connection
Networking provides insights into industry trends, potential job leads, and mentorship, significantly increasing chances for internships and placements in desired marketing domains, especially in competitive Indian metros.
Advanced Stage
Maximize Internship Learning and Impact- (Semester 4)
Treat your internship as an extended job interview. Take initiative, seek feedback, and contribute meaningfully to projects. Document your achievements and lessons learned, preparing a portfolio of your work. Focus on a specific marketing function during the internship to gain depth.
Tools & Resources
Project management tools (Asana, Trello), Data visualization tools, Presentation skills
Career Connection
A successful internship often leads to a Pre-Placement Offer (PPO) or strong recommendations. It provides real-world experience, making you highly employable and bridging the gap between academia and corporate life, particularly in the Indian job market.
Develop a Comprehensive Career Strategy- (Semester 4)
Refine your resume and LinkedIn profile, tailoring them to specific marketing roles and companies. Practice mock interviews, focusing on behavioral and technical marketing questions. Actively participate in campus placement drives and explore off-campus opportunities through your network.
Tools & Resources
LinkedIn Career Advice, Mock interview platforms, Specific company websites for job postings, College placement cell resources
Career Connection
A well-defined career strategy significantly improves placement success rates. Targeted applications and effective interview preparation directly lead to securing desired roles in top marketing companies and agencies in India.
Master Advanced Marketing Tools and Techniques- (Semester 4)
Beyond basic digital marketing, explore advanced concepts like AI in marketing, programmatic advertising, influencer marketing analytics, or advanced CRM strategies. Experiment with industry-standard software (e.g., Salesforce Marketing Cloud basics, SEMrush, Ahrefs) to deepen practical skills.
Tools & Resources
Free trials of marketing software, Specialized online courses (e.g., advanced Google Analytics), Marketing blogs (e.g., Moz, Search Engine Journal)
Career Connection
Acquiring advanced tool proficiency makes students highly competitive for specialized roles in digital marketing agencies, e-commerce, and marketing technology companies, where such skills are highly valued for driving growth.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree with minimum 50% aggregate (45% for SC/ST/Cat-I candidates) from a recognized university. Valid score in an entrance exam (e.g., KMAT, PGCET, MAT, CAT, CMAT, XAT, ATMA).
Duration: 2 years (4 semesters)
Credits: 102 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA101 | Management & Organizational Behavior | Core | 4 | Management Concepts and Functions, Organizational Structure and Design, Leadership Theories and Styles, Motivation and Group Dynamics, Organizational Culture and Change Management |
| MBA102 | Managerial Economics | Core | 4 | Economic Principles for Business Decisions, Demand and Supply Analysis, Production and Cost Theory, Market Structures and Pricing Strategies, Profit Maximization and Risk Analysis |
| MBA103 | Accounting for Business Decisions | Core | 4 | Financial Accounting Fundamentals, Preparation of Financial Statements, Cost Accounting Concepts, Budgeting and Variance Analysis, Managerial Decision Making using Accounting Data |
| MBA104 | Quantitative Methods for Business | Core | 4 | Statistical Methods for Business, Probability Theory and Distributions, Hypothesis Testing and Estimation, Correlation and Regression Analysis, Introduction to Operations Research Models |
| MBA105 | Business & Legal Environment | Core | 4 | Indian Business Environment, Legal Aspects of Business, Contract Law and Company Law, Consumer Protection Act, Cyber Laws and Intellectual Property Rights |
| MBA106 | Marketing Management | Core | 4 | Core Marketing Concepts and Philosophies, Market Segmentation, Targeting, and Positioning, Product Life Cycle and Product Strategy, Pricing Strategies and Decisions, Promotion and Distribution Channels |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA201 | Human Resource Management | Core | 4 | HRM Concepts and Functions, HR Planning, Recruitment, and Selection, Training and Development, Performance Management and Compensation, Industrial Relations and Employee Welfare |
| MBA202 | Financial Management | Core | 4 | Objectives of Financial Management, Capital Budgeting Decisions, Working Capital Management, Capital Structure and Leverage, Dividend Policy and Valuation |
| MBA203 | Research Methods for Management | Core | 4 | Research Process and Problem Formulation, Research Design and Data Collection Methods, Sampling Techniques and Sample Size, Data Analysis and Interpretation, Report Writing and Presentation |
| MBA204 | Operations Management | Core | 4 | Operations Strategy and Productivity, Process Design and Layout Decisions, Capacity Planning and Location Selection, Inventory Management and Control, Quality Management and Supply Chain Management |
| MBA205 | Entrepreneurship & Small Business Management | Core | 4 | Concept of Entrepreneurship and Innovation, Venture Creation and Business Plan Development, Sources of Funding for Startups, Managing Small and Medium Enterprises, Growth Strategies and Challenges for Entrepreneurs |
| MBA206 | Data Analytics for Business Decisions | Core | 4 | Introduction to Data Analytics, Descriptive and Predictive Analytics, Data Visualization Techniques, Business Intelligence and Reporting, Applications of Analytics in various Business Functions |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA301 | Strategic Management | Core | 4 | Strategic Management Process, Environmental Scanning and Analysis, Formulation of Business Strategies, Strategy Implementation and Control, Corporate Governance and Ethics |
| MBA302 | International Business | Core | 4 | Scope of International Business, Theories of International Trade, Global Business Environment, Foreign Exchange Markets, International Marketing and Finance |
| MBA311 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Making Process, Psychological Factors (Motivation, Perception), Socio-Cultural Influences (Family, Culture, Social Class), Consumer Learning and Attitude Formation, Consumer Research and Ethics |
| MBA312 | Services Marketing | Elective (Marketing) | 4 | Characteristics of Services, Service Quality and Customer Satisfaction, Service Design and Development, Pricing and Promotion of Services, Managing Service Delivery (People, Process, Physical Evidence) |
| MBA314 | Digital Marketing | Elective (Marketing) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO) and Marketing (SEM), Social Media Marketing Strategies, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| MBA317 | Brand Management | Elective (Marketing) | 4 | Concept of Brand and Branding, Brand Equity and Brand Identity, Brand Positioning and Differentiation, Brand Architecture and Extensions, Brand Valuation and Measurement |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA401 | Business Ethics & Corporate Governance | Core | 4 | Ethical Theories in Business, Corporate Social Responsibility, Principles of Corporate Governance, Stakeholder Management and Ethics, Ethical Decision Making in Organizations |
| MBA412 | Strategic Marketing | Elective (Marketing) | 4 | Marketing Strategy Formulation, Market Analysis and Competitive Advantage, Strategic Marketing Choices, Marketing Plan Development, Implementation and Control of Marketing Strategy |
| MBA413 | Marketing Analytics | Elective (Marketing) | 4 | Sources of Marketing Data, Marketing Metrics and Dashboards, Customer Lifetime Value (CLV), Predictive Modeling in Marketing, Tools and Techniques for Marketing Analytics |
| MBA416 | Customer Relationship Management (CRM) | Elective (Marketing) | 4 | CRM Strategy and Implementation, Customer Acquisition and Retention, Customer Lifetime Value and Profitability, CRM Technology and Software, Ethical Issues in CRM |
| MBA411 | Retail Management | Elective (Marketing) | 4 | Retail Formats and Trends, Retail Store Location and Layout, Merchandising and Category Management, Retail Pricing and Promotion, E-tailing and Omni-channel Retailing |
| MBA419 | Project Work | Project | 6 | Research Problem Identification, Literature Review and Research Design, Data Collection and Analysis, Report Writing and Presentation, Industry Problem Solving |
| MBA420 | Internship / Viva Voce | Internship | 2 | Practical Industry Exposure, Application of Management Skills, Real-World Problem Solving, Professional Development and Networking, Oral Examination of Internship Learning |
