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MBA in Marketing Of Services at Mahatma Gandhi Kashi Vidyapith
Varanasi, Uttar Pradesh
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About the Specialization
What is Marketing of Services at Mahatma Gandhi Kashi Vidyapith Varanasi?
This Marketing of Services program at Mahatma Gandhi Kashi Vidyapith focuses on understanding the unique challenges and opportunities in marketing intangible offerings. With India''''s booming service sector, encompassing healthcare, education, hospitality, and financial services, this specialization equips students with strategies to create, deliver, and communicate value effectively. It emphasizes customer experience and service quality, critical for success in the dynamic Indian market.
Who Should Apply?
This program is ideal for fresh graduates with a passion for customer-centric roles in diverse service industries. It also suits working professionals aiming to upskill in specialized marketing domains or career changers transitioning into the rapidly expanding service sector. Individuals with backgrounds in commerce, business administration, or related fields seeking to develop strategic marketing acumen will find this program highly beneficial.
Why Choose This Course?
Graduates of this program can expect diverse career paths in service firms across India, including roles in service operations, brand management, customer relationship management, and digital marketing for service businesses. Entry-level salaries typically range from INR 4-7 lakhs per annum, with significant growth potential in mid to senior management. The program aligns with industry demands for professionals skilled in enhancing service delivery and building strong brand reputation.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Develop a strong understanding of management principles, economics, finance, and basic marketing. Actively participate in class discussions, solve case studies, and utilize online resources to solidify these foundational concepts.
Tools & Resources
Harvard Business Review articles, NPTEL courses on core management, LinkedIn Learning, MGKVP library resources
Career Connection
A robust understanding of business basics is essential for strategic decision-making in any marketing role, enabling effective cross-functional collaboration and a holistic business perspective.
Enhance Communication & Presentation Skills- (Semester 1-2)
Actively seek opportunities to present in class, participate in debates, and refine written communication through assignments. Practice public speaking and structured business report writing to convey ideas clearly and persuasively.
Tools & Resources
Toastmasters International clubs (if available), Grammarly premium for writing assistance, Presentation software (PowerPoint, Canva), University communication and language labs
Career Connection
Strong communication is vital for client interactions, team leadership, stakeholder engagement, and presenting complex marketing strategies effectively to diverse audiences.
Build Digital Proficiency Early- (Semester 1-2)
Go beyond basic computer applications. Learn advanced spreadsheet functions for data analysis, explore basic digital marketing tools, and understand the role of technology in modern business processes and service delivery.
Tools & Resources
Microsoft Excel advanced tutorials, Google Analytics Academy courses, Free online courses on digital marketing basics (e.g., Google Digital Garage), Basic database management tutorials
Career Connection
Digital literacy is non-negotiable in contemporary marketing, especially for service industries heavily relying on online channels, digital customer engagement, and data-driven insights.
Intermediate Stage
Deep Dive into Services Marketing Concepts- (Semester 3)
Focus intensively on the ''''Services Marketing'''' elective and related subjects. Analyze service industry-specific case studies, understand crucial service quality models like SERVQUAL, and explore strategies for effectively managing intangible offerings.
Tools & Resources
Journal of Services Marketing, Case studies on prominent Indian service companies (e.g., MakeMyTrip, Zomato, major banks), Industry reports from NASSCOM or similar bodies, Books on service excellence and customer experience
Career Connection
Direct application of theoretical knowledge to real-world service sector challenges, preparing you for specialized roles in service product development, customer experience management, or service operations.
Engage in Industry-Specific Projects & Networking- (Semester 3-4)
Actively seek minor projects or short-term consulting assignments with local service businesses. Attend industry webinars, workshops, and network with professionals in banking, hospitality, healthcare, or IT services.
Tools & Resources
LinkedIn for professional networking, Industry association events (e.g., local chapters of CII, FICCI), University''''s industry relations cell, Local business chambers and startup communities
Career Connection
Builds practical experience, creates valuable professional contacts for mentorship and job opportunities, and provides real-time insights into current industry trends and operational challenges.
Develop Analytical Skills for Marketing Insights- (Semester 3-4)
Apply statistical tools and business analytics techniques to interpret market research data. Practice using data to identify customer needs, evaluate campaign effectiveness, and inform strategic marketing decisions for service organizations.
Tools & Resources
SPSS or R/Python basics for statistical analysis, Tableau or Power BI for data visualization, Online courses on marketing analytics and consumer insights platforms, Google Analytics for website performance data
Career Connection
Data-driven marketers are highly valued across service industries, enabling evidence-based strategies to improve service delivery, optimize customer acquisition, and enhance overall customer satisfaction.
Advanced Stage
Execute a High-Impact Internship- (Summer after Semester 2 / During Semester 4)
Secure a challenging summer internship in a reputable service-oriented company (e.g., telecom, financial services, e-commerce, hospitality) focused on marketing, brand management, or customer experience. Aim to deliver tangible results and build a strong professional portfolio.
Tools & Resources
University placement cell for internship opportunities, LinkedIn for networking and direct applications, Company websites for career sections, Personal networking through faculty and alumni
Career Connection
The internship is crucial for gaining practical, real-world experience, making vital industry connections, and often leads directly to pre-placement offers or full-time employment after graduation.
Prepare for Placement with Sector Focus- (Semester 4)
Tailor your resume, cover letters, and interview preparation specifically for marketing roles within the service sector. Research target companies thoroughly, practice aptitude tests, and conduct mock interviews, highlighting your specialized service marketing expertise.
Tools & Resources
University placement cell resources and workshops, Online aptitude test platforms (e.g., Indiabix, PrepInsta), Interview preparation guides and behavioral interview practice platforms, Company annual reports and industry news
Career Connection
Directly enhances your chances of securing desired roles in leading service organizations, leveraging your specialized knowledge and demonstrating a clear career trajectory.
Cultivate a Strategic Mindset & Leadership Potential- (undefined)
Actively engage in case competitions focused on service industries, take on leadership roles in student clubs, and consistently read business strategy books and articles. Focus on understanding the broader strategic implications of marketing decisions within service organizations.
Tools & Resources
Case study challenge platforms (e.g., Dare2Compete), Harvard Business Review articles, Leading business news publications (e.g., Economic Times, Livemint), Mentorship from experienced faculty and industry leaders
Career Connection
Essential for long-term career growth into managerial and leadership positions within the dynamic and competitive service industry, enabling you to drive impactful marketing initiatives.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s degree in any discipline with a minimum of 50% marks (45% for SC/ST candidates) from a recognized university, as per University norms.
Duration: 4 semesters / 2 years
Credits: 86 Credits
Assessment: Internal: 25%, External: 75%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CC-101 | Management Process & Organizational Behavior | Core | 4 | Management functions and principles, Organizational behavior concepts, Motivation and leadership theories, Group dynamics and team building, Conflict and stress management |
| CC-102 | Managerial Economics | Core | 4 | Demand and supply analysis, Production and cost functions, Market structures and pricing strategies, Macroeconomic environment, Business cycles and forecasting |
| CC-103 | Accounting for Management | Core | 4 | Financial accounting principles, Cost accounting concepts, Budgetary control and variance analysis, Fund flow and cash flow statements, Ratio analysis for decision making |
| CC-104 | Business Environment & Ethics | Core | 4 | Economic and political environment, Legal and technological factors, Socio-cultural and global environment, Ethical dilemmas in business, Corporate social responsibility and governance |
| SEC-105 | Computer Applications in Management | Skill Enhancement | 2 | MS Office suite for business, Data analysis tools and techniques, Internet and e-commerce applications, Database management systems basics, Cloud computing fundamentals |
| VC-106 | Business Communication | Vocational | 2 | Principles of effective communication, Verbal and non-verbal communication, Business correspondence and reporting, Presentation skills and public speaking, Interpersonal communication and negotiation |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CC-201 | Human Resource Management | Core | 4 | HR planning and talent acquisition, Training and development, Performance management systems, Compensation and benefits, Industrial relations and labor laws |
| CC-202 | Marketing Management | Core | 4 | Marketing concepts and philosophies, Market segmentation and targeting, Product life cycle and strategies, Pricing decisions and strategies, Promotion mix and distribution channels |
| CC-203 | Financial Management | Core | 4 | Capital budgeting decisions, Working capital management, Cost of capital and leverage, Dividend policy theories, Sources of finance and capital structure |
| CC-204 | Operations & Supply Chain Management | Core | 4 | Production planning and control, Inventory management techniques, Quality management and TQM, Logistics and warehousing, Supply chain strategies and SCM trends |
| SEC-205 | Business Analytics & Research Methodology | Skill Enhancement | 2 | Introduction to business analytics, Data collection methods and sampling, Hypothesis testing and correlation, Regression analysis and forecasting, Data visualization tools and reporting |
| VC-206 | Entrepreneurship Development | Vocational | 2 | Concept of entrepreneurship, Business idea generation and opportunity analysis, Business plan preparation, Startup ecosystem and funding, Legal and ethical aspects for entrepreneurs |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CC-301 | Strategic Management | Core | 4 | Strategic planning process, Environmental scanning and analysis, SWOT analysis and competitive advantage, Strategy formulation and implementation, Strategic control and evaluation |
| MEC-301(MKT) | Consumer Behavior | Elective (Marketing Specialization) | 4 | Consumer decision making process, Psychological influences on buying, Socio-cultural factors in consumption, Family and group influence, Marketing implications of consumer behavior |
| MEC-303(MKT) | Services Marketing | Elective (Marketing Specialization) | 4 | Nature and characteristics of services, Service quality and customer satisfaction, Gaps model of service quality, Service design and delivery, People, process, physical evidence in services |
| SEC-303 | Digital Marketing Tools | Skill Enhancement | 2 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social media marketing strategies, Email marketing campaigns, Content marketing and analytics |
| PW-304 | Project Work I | Project | 6 | Problem identification and definition, Literature review and research gap, Research design and methodology, Data collection and preliminary analysis, Report writing and presentation |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| CC-401 | International Business Management | Core | 4 | Globalization and international trade theories, Foreign exchange markets and management, Cultural and political environment of IB, International market entry strategies, Global marketing and HRM strategies |
| MEC-402(MKT) | Advertising & Brand Management | Elective (Marketing Specialization) | 4 | Role of advertising in marketing, Advertising strategy and media planning, Creative process in advertising, Brand equity and brand positioning, Brand extension and brand loyalty |
| MEC-403(MKT) | Retail Management | Elective (Marketing Specialization) | 4 | Retail formats and theories, Retail location and store layout, Merchandising and pricing strategies, Retail operations and supply chain, Customer relationship management in retail |
| I-404 | Summer Internship | Internship | 6 | Industry exposure and practical application, Problem-solving in a real business setting, Report writing on internship experience, Presentation of findings and recommendations, Professional networking and skill development |
| RP-405 | Research Project / Dissertation | Project | 8 | In-depth research methodology, Advanced data analysis techniques, Interpretation of research findings, Drawing conclusions and recommendations, Thesis writing and defense |
