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MBA in Marketing at Manel Srinivas Nayak Institute of Management
Dakshina Kannada, Karnataka
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About the Specialization
What is Marketing at Manel Srinivas Nayak Institute of Management Dakshina Kannada?
This Marketing specialization program at Manel Srinivas Nayak Institute of Management focuses on equipping students with advanced marketing knowledge and strategic skills essential for the dynamic Indian market. It delves into consumer behavior, digital trends, and global marketing strategies, offering a holistic understanding. The curriculum is designed to meet evolving industry demands, preparing future marketing leaders to navigate complex challenges effectively.
Who Should Apply?
This program is ideal for ambitious fresh graduates seeking a robust foundation in marketing, working professionals aiming to upskill for leadership roles, and career changers transitioning into the vibrant marketing industry. Candidates with a keen interest in consumer psychology, digital trends, and strategic brand building, holding a bachelor''''s degree with a valid entrance exam score, will find this program particularly enriching.
Why Choose This Course?
Graduates of this program can expect diverse India-specific career paths, including roles as Brand Managers, Digital Marketing Specialists, Sales Managers, and Marketing Analysts in both Indian conglomerates and multinational corporations. Entry-level salaries typically range from INR 4-7 lakhs per annum, with significant growth trajectories for experienced professionals. The curriculum also helps align with industry certifications like Google Ads and HubSpot, enhancing career prospects.
Student Success Practices
Foundation Stage
Master Core Management Fundamentals- (Semester 1-2)
Dedicate time to thoroughly understand foundational subjects like Managerial Economics, Accounting for Managers, and Business Statistics. Form study groups to discuss complex topics and solve case studies, strengthening analytical and problem-solving skills crucial for future marketing roles.
Tools & Resources
Textbooks, journal articles, online tutorials like Coursera for business analytics basics
Career Connection
A strong grasp of core business functions provides the essential backdrop for understanding marketing''''s strategic role and contributes to a well-rounded managerial profile sought by recruiters.
Enhance Communication and Presentation Skills- (Semester 1-2)
Actively participate in communication and skill development workshops. Practice public speaking, report writing, and professional email etiquette. Seek feedback on presentations and improve continuously, as effective communication is paramount in marketing.
Tools & Resources
Toastmasters, presentation software (PowerPoint, Prezi), Grammarly
Career Connection
Exceptional communication skills are vital for conveying marketing messages, engaging stakeholders, and excelling in client-facing roles, significantly impacting placement prospects and early career growth.
Build a Strong Network with Peers and Faculty- (Semester 1-2)
Engage proactively with classmates and professors. Participate in college events, clubs, and extracurricular activities. Seek mentorship from faculty for academic and career guidance, and collaborate on projects to foster teamwork and expand your professional circle.
Tools & Resources
LinkedIn, college alumni network events, departmental seminars
Career Connection
Networking opens doors to internship opportunities, industry insights, and future job referrals, creating a supportive professional community that lasts beyond graduation.
Intermediate Stage
Deep Dive into Marketing Electives and Industry Trends- (Semester 3)
Focus intensely on your Marketing electives (Consumer Behaviour, Digital Marketing, Brand Management). Supplement classroom learning with industry reports, marketing blogs, and case studies on Indian brands to understand current market dynamics and consumer preferences.
Tools & Resources
Nielsen reports, Marketing Week, Google Trends, HubSpot Academy
Career Connection
Specialized knowledge in key marketing domains directly prepares you for specific roles in brand, digital, or sales, making you a more attractive candidate for targeted placements.
Undertake a Meaningful Summer Internship Project- (Between Semester 2 and 3)
Secure a relevant marketing internship with a reputable company. Focus on practical application of learned concepts, data analysis, and contributing tangible value. Use this as an opportunity to build a professional portfolio and gain industry exposure.
Tools & Resources
Internshala, LinkedIn Jobs, college placement cell, company websites
Career Connection
A strong internship experience provides invaluable real-world exposure, validates your skills, often leads to pre-placement offers, and strengthens your resume for final placements.
Participate in Marketing Competitions and Certifications- (Semester 3-4)
Actively join inter-college marketing case study competitions, ad design contests, and simulation games. Pursue relevant professional certifications in digital marketing or analytics to validate specialized skills.
Tools & Resources
Google Analytics/Ads certification, HubSpot Marketing certification, competitions like Young Marketer''''s Challenge
Career Connection
Competition success demonstrates practical marketing acumen and leadership. Certifications add significant value to your profile, making you more competitive for specialized marketing roles.
Advanced Stage
Execute a High-Impact Dissertation/Project Work- (Semester 4)
Choose a relevant, research-intensive topic in Marketing for your dissertation. Conduct thorough research, collect and analyze data rigorously, and present findings in a structured, professional report. This showcases your analytical and problem-solving capabilities.
Tools & Resources
SPSS, R, Tableau, academic databases (JSTOR, EBSCO), mentorship from faculty
Career Connection
A well-executed dissertation can be a powerful talking point in interviews, demonstrating deep subject knowledge, research prowess, and independent problem-solving abilities to potential employers.
Intensive Placement Preparation and Mock Interviews- (Semester 4)
Engage in rigorous placement preparation, including aptitude tests, group discussions, and multiple rounds of mock interviews. Tailor your resume and cover letter for specific marketing roles, highlighting skills and experiences relevant to the job descriptions.
Tools & Resources
Placement cell workshops, online aptitude platforms (e.g., Indiabix), peer interview practice, alumni mentors
Career Connection
Thorough preparation significantly increases your chances of converting interview opportunities into placement offers, ensuring a smooth transition from academics to a professional marketing career.
Develop a Personal Brand and Online Presence- (Semester 3-4 (Ongoing))
Cultivate a strong personal brand, especially on professional platforms like LinkedIn. Showcase your projects, certifications, and internship experiences. Actively engage with marketing thought leaders and contribute valuable insights to build your industry visibility.
Tools & Resources
LinkedIn profile optimization guides, personal portfolio website (if applicable)
Career Connection
A strong online presence and personal brand make you discoverable to recruiters and demonstrate your passion for marketing, enhancing your employability and future career opportunities.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree (10+2+3 or 10+2+4 pattern) with 50% marks in aggregate (45% for SC/ST/Category-I candidates). Must have a valid score in MAT/CAT/CMAT/XAT/ATMA/PGCET or equivalent entrance examinations.
Duration: 2 years / 4 semesters
Credits: 108 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 1.1 | Management and Organizational Behaviour | Core | 4 | Introduction to Management, Planning and Decision Making, Organizing and Staffing, Foundations of Organizational Behavior, Individual Behavior and Attitudes, Group Dynamics and Team Building |
| 1.2 | Managerial Economics | Core | 4 | Nature and Scope of Managerial Economics, Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Pricing Strategies, Profit Management, Capital Budgeting |
| 1.3 | Accounting for Managers | Core | 4 | Introduction to Accounting, Accounting Cycle and Financial Statements, Cost Accounting Concepts, Budgeting and Budgetary Control, Working Capital Management, Financial Statement Analysis |
| 1.4 | Business Statistics and Research Methods | Core | 4 | Introduction to Statistics and Probability, Probability Distributions, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Introduction to Business Research, Research Design and Data Collection |
| 1.5 | Business Environment | Core | 4 | Dimensions of Business Environment, Economic Systems and Policies, Indian Economy Overview, Political and Legal Environment, Social and Cultural Environment, Technological and Global Environment |
| 1.6 | Indian Ethos, Values and Business Ethics | Core | 4 | Indian Ethos for Management, Values and Ethics in Business, Corporate Social Responsibility, Corporate Governance, Ethical Dilemmas in Business, Holistic Management |
| 1.7 | Communication for Business | Skill Development | 2 | Fundamentals of Business Communication, Verbal and Non-verbal Communication, Written Communication Skills, Presentation Skills, Cross-Cultural Communication, Communication Barriers |
| 1.8 | Skill Development I | Skill Development | 2 | Personality Development, Interpersonal Skills, Time Management, Problem-Solving Techniques, Creative Thinking, Stress Management |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 2.1 | Marketing Management | Core | 4 | Introduction to Marketing, Marketing Environment, Consumer and Business Markets, Segmentation, Targeting, and Positioning, Product and Pricing Decisions, Promotion and Distribution Strategies |
| 2.2 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital, Capital Structure Theories, Dividend Policy |
| 2.3 | Human Resource Management | Core | 4 | Introduction to HRM, Human Resource Planning, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits |
| 2.4 | Production and Operations Management | Core | 4 | Introduction to Operations Management, Product and Process Design, Facility Location and Layout, Production Planning and Control, Inventory Management, Quality Management |
| 2.5 | Quantitative Techniques for Management Decisions | Core | 4 | Linear Programming, Transportation and Assignment Problems, Decision Theory, Game Theory, Network Analysis (PERT/CPM), Simulation |
| 2.6 | Management Information System | Core | 4 | Foundations of MIS, Information Systems Development, Database Management Systems, Business Intelligence, E-Business and E-Commerce, IT Security and Ethics |
| 2.7 | Legal Aspects of Business | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Companies Act, Consumer Protection Act, Intellectual Property Rights |
| 2.8 | Skill Development II | Skill Development | 2 | Advanced Communication Strategies, Leadership Skills, Team Work and Collaboration, Critical Thinking and Analysis, Entrepreneurial Mindset, Personal Effectiveness |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3.1 | Strategic Management | Core | 4 | Strategic Management Process, Environmental Analysis, Organizational Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| 3.2 | Entrepreneurship and Innovation Management | Core | 4 | Introduction to Entrepreneurship, Idea Generation and Opportunity Analysis, Business Plan Development, Funding Start-ups, Innovation Process, Managing Innovation and Growth |
| 3.3 | Management Science | Core | 4 | Operations Research Models, Linear Programming Extensions, Integer Programming, Dynamic Programming, Queuing Theory, Forecasting Techniques |
| 3.4 | Summer Internship Project (SIP) | Project | 4 | Project Identification and Planning, Data Collection and Analysis, Problem-Solving in Real-World Context, Report Writing, Presentation Skills, Application of Management Concepts |
| MKT 101 | Consumer Behaviour | Elective (Marketing) | 4 | Introduction to Consumer Behavior, Cultural and Social Influences, Personal and Psychological Factors, Consumer Decision Making Process, Post-Purchase Behavior, Organizational Buyer Behavior |
| MKT 102 | Sales and Distribution Management | Elective (Marketing) | 4 | Sales Management Principles, Selling Process and Techniques, Sales Force Management, Sales Forecasting and Quotas, Distribution Channels Design, Channel Management and Logistics |
| MKT 103 | International Marketing | Elective (Marketing) | 4 | International Marketing Environment, Market Entry Strategies, Product and Pricing Decisions in Global Markets, International Promotion Strategies, Global Distribution and Logistics, Export-Import Procedures |
| MKT 104 | Services Marketing | Elective (Marketing) | 4 | Introduction to Services Marketing, Characteristics of Services, Service Quality and Delivery, Service Design and Development, Pricing and Promotion of Services, Customer Relationship Management in Services |
| MKT 105 | Retail Management | Elective (Marketing) | 4 | Introduction to Retailing, Retail Formats and Theories, Retail Location and Layout, Merchandise Management, Store Operations and Customer Service, Retail Pricing and Promotion |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 4.1 | Global Business Environment and Ethics | Core | 4 | Globalization and International Trade Theories, International Economic Institutions, Cross-Cultural Management, Global Political and Legal Environment, Corporate Governance in Global Context, Ethical Issues in International Business |
| 4.2 | Project Work / Dissertation | Project | 6 | Problem Identification and Research Question Formulation, Extensive Literature Review, Research Methodology and Data Analysis, Dissertation Writing and Structure, Interpretation of Findings, Viva Voce Preparation |
| MKT 201 | Brand Management | Elective (Marketing) | 4 | Branding Concepts and Strategies, Brand Identity and Equity, Brand Positioning and Re-positioning, Brand Communication and Architecture, Brand Extension and Line Extension, Brand Valuation and Performance Measurement |
| MKT 202 | Advertising and Promotion Management | Elective (Marketing) | 4 | Integrated Marketing Communications (IMC), Advertising Process and Objectives, Creative Strategy and Media Planning, Sales Promotion Techniques, Public Relations and Publicity, Direct Marketing and Personal Selling |
| MKT 203 | Digital Marketing | Elective (Marketing) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| MKT 204 | Marketing Analytics | Elective (Marketing) | 4 | Introduction to Marketing Analytics, Data Collection and Management, Customer Analytics and Segmentation, Product and Pricing Analytics, Campaign and Channel Analytics, Marketing Mix Modeling |
| MKT 205 | Rural and Agricultural Marketing | Elective (Marketing) | 4 | Rural Marketing Environment, Rural Consumer Behavior, Rural Market Segmentation, Product Strategies for Rural Markets, Rural Pricing and Promotion Strategies, Rural Distribution Channels |
