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MBA in Marketing at PES Institute of Advanced Management Studies
Shivamogga, Karnataka
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About the Specialization
What is Marketing at PES Institute of Advanced Management Studies Shivamogga?
This Marketing specialization program at P.E.S. Institute of Advanced Management Studies focuses on equipping students with essential skills for the dynamic Indian market. It emphasizes understanding consumer behavior, digital marketing trends, and strategic brand building, catering to the growing demand for skilled marketing professionals in India''''s diverse economy.
Who Should Apply?
This program is ideal for fresh graduates aspiring to enter the marketing domain, working professionals aiming to enhance their marketing expertise, and career changers looking to transition into brand management, digital marketing, or sales roles. A strong interest in market trends and consumer psychology is beneficial.
Why Choose This Course?
Graduates of this program can expect promising career paths in brand management, digital marketing, sales leadership, and market research across various Indian industries. Entry-level salaries typically range from INR 4-7 lakhs, with significant growth potential. The program aligns with industry needs for data-driven marketing and strategic thinking.
Student Success Practices
Foundation Stage
Master Core Management Principles- (Semester 1-2)
Dedicate time to thoroughly understand foundational subjects like Marketing Management, Managerial Economics, and Business Statistics. Utilize textbooks, online resources like NPTEL, and peer study groups to clarify concepts. Building a strong base in these areas is crucial for advanced specialization.
Tools & Resources
NPTEL courses, Harvard Business Review articles, Peer study groups
Career Connection
A strong grasp of core business principles will differentiate you in initial interviews and provide a solid framework for understanding market dynamics and organizational behavior.
Develop Communication and Presentation Skills- (Semester 1-2)
Actively participate in soft skills workshops, group discussions, and presentations. Seek constructive feedback from faculty and peers. Join college clubs focused on public speaking to refine your ability to articulate ideas clearly and persuasively, a vital skill for marketing professionals.
Tools & Resources
Toastmasters International (local chapters), College debating clubs, Presentation software tutorials
Career Connection
Effective communication is paramount in marketing for pitches, client interactions, and internal team collaborations, significantly impacting your career progression.
Build a Business News Reading Habit- (Semester 1-2)
Regularly read leading Indian business newspapers (e.g., The Economic Times, Business Standard) and business magazines to stay updated on economic trends, industry news, and company performance. This habit broadens your business acumen and provides talking points for interviews.
Tools & Resources
The Economic Times, Business Standard, Mint, Business India magazine
Career Connection
Staying current with the business environment enhances your analytical skills and demonstrates a genuine interest in the industry, making you a more informed and desirable candidate.
Intermediate Stage
Undertake Industry Internships and Live Projects- (Semester 3 (during internship period))
Actively seek and complete internships or live projects, especially in marketing roles, during semester breaks. This hands-on experience allows you to apply theoretical knowledge, understand corporate work culture, and build a professional network within the Indian industry.
Tools & Resources
Internshala, LinkedIn Jobs, College placement cell
Career Connection
Practical experience through internships is often a prerequisite for placements and provides valuable insights into potential career paths, making your resume stand out.
Specialize in Digital Marketing Tools- (Semester 3-4)
Beyond classroom learning, complete certifications in popular digital marketing tools and platforms such as Google Ads, Google Analytics, Facebook Blueprint, and SEO tools. This specialized skill set is highly sought after in the Indian marketing landscape.
Tools & Resources
Google Skillshop, HubSpot Academy, Semrush Academy, Coursera/edX courses
Career Connection
Proficiency in digital marketing tools directly qualifies you for roles in rapidly growing sectors like e-commerce, content marketing, and performance marketing, with high demand in India.
Network Actively with Industry Professionals- (Semester 3-4)
Attend industry seminars, workshops, and virtual events organized by marketing associations (e.g., DMA India, MMA India). Connect with marketing leaders and professionals on platforms like LinkedIn. These connections can lead to mentorship, job referrals, and insights into industry trends.
Tools & Resources
LinkedIn, Industry conferences and webinars, Alumni network
Career Connection
Networking is vital for discovering hidden job opportunities, getting career advice, and building long-term professional relationships that can accelerate your career growth in India.
Advanced Stage
Develop a Robust Personal Brand and Portfolio- (Semester 4)
Create a professional online presence, including a well-optimized LinkedIn profile, and potentially a personal website or blog showcasing your marketing projects, case studies, and insights. This acts as your digital portfolio for potential employers.
Tools & Resources
LinkedIn, Personal website builder (e.g., WordPress, Squarespace), Canva for visual content
Career Connection
A strong personal brand and portfolio are crucial for demonstrating your capabilities and passion for marketing, directly aiding in placements for roles like Brand Manager or Marketing Analyst.
Master Data Analytics for Marketing Decisions- (Semester 4)
Focus on understanding how data analytics drives marketing strategies. Gain proficiency in tools like Excel, Google Analytics, and potentially basic R or Python for data interpretation. This skill is critical for making informed business decisions in today''''s data-driven Indian market.
Tools & Resources
Advanced Excel courses, Google Analytics certification, online courses in R/Python for data analysis
Career Connection
Analytical skills are highly valued in marketing roles, especially in market research, digital marketing, and business development, enhancing your employability and problem-solving abilities.
Engage in Case Competitions and Simulations- (Semester 4)
Participate in national and international marketing case study competitions and business simulations. These experiences hone your strategic thinking, problem-solving under pressure, and teamwork skills, providing excellent resume boosters and networking opportunities.
Tools & Resources
IIM/XLRI case competitions, online business simulation platforms, corporate-sponsored challenges
Career Connection
Winning or even participating in such competitions demonstrates your practical application of knowledge and ability to perform under pressure, significantly boosting your profile for top-tier marketing roles and leadership positions.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s Degree (10+2+3 or 10+2+4 pattern) with 50% aggregate marks (45% for SC/ST/Cat-1 candidates of Karnataka). Must have qualified in an entrance examination like KMAT/PGCET/MAT/CMAT/XAT/ATMA.
Duration: 4 semesters / 2 years
Credits: 100 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 1.1 | Management and Organizational Behaviour | Core | 4 | Management Concepts, Planning and Organizing, Motivation Theories, Leadership Styles, Organizational Culture, Group Dynamics |
| MBA 1.2 | Managerial Economics | Core | 4 | Micro and Macro Economics, Demand and Supply Analysis, Production and Cost Analysis, Market Structures, Pricing Strategies, Business Cycles |
| MBA 1.3 | Accounting for Managers | Core | 4 | Financial Accounting Principles, Preparation of Financial Statements, Cost Accounting, Budgeting and Variance Analysis, Fund Flow and Cash Flow Statements, Ratio Analysis |
| MBA 1.4 | Business Statistics and Research Methodology | Core | 4 | Probability Distributions, Sampling Techniques, Hypothesis Testing, Correlation and Regression, Data Collection Methods, Research Design |
| MBA 1.5 | Marketing Management | Core | 4 | Marketing Concepts, Market Segmentation, Product Life Cycle, Pricing Decisions, Promotion Mix, Distribution Channels |
| MBA 1.6 | Business Environment and Legal Aspects | Core | 4 | Economic Environment, Political and Social Environment, Technological Environment, Legal Framework of Business, Company Law, Consumer Protection Act |
| MBA 1.7 | Soft Skills Development I | Soft Skill | 2 | Communication Skills, Presentation Skills, Teamwork, Interpersonal Skills, Time Management, Personality Development |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 2.1 | Human Resource Management | Core | 4 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management, Industrial Relations |
| MBA 2.2 | Financial Management | Core | 4 | Financial Goals, Capital Budgeting, Cost of Capital, Working Capital Management, Dividend Policy, Financial Markets |
| MBA 2.3 | Operations Management | Core | 4 | Production Systems, Operations Strategy, Location and Layout, Inventory Management, Quality Management, Supply Chain Management |
| MBA 2.4 | Entrepreneurship and Small Business Management | Core | 4 | Entrepreneurial Process, Business Plan Development, Sources of Finance, MSME Sector, Innovation and Creativity, Challenges for Entrepreneurs |
| MBA 2.5 | Business Ethics and Corporate Governance | Core | 4 | Ethical Theories, Corporate Social Responsibility, Stakeholder Management, Governance Frameworks, Role of Board of Directors, Whistle-blowing |
| MBA 2.6 | Strategic Management | Core | 4 | Strategic Analysis, Environmental Scanning, SWOT Analysis, Strategy Formulation, Strategy Implementation, Strategic Control |
| MBA 2.7 | Soft Skills Development II | Soft Skill | 2 | Negotiation Skills, Conflict Resolution, Stress Management, Critical Thinking, Decision Making, Emotional Intelligence |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 3.1 | International Business Management | Core | 4 | Globalization, International Trade Theories, Foreign Exchange Market, Global Marketing Strategies, International Financial Management, Cross-Cultural Management |
| MBA 3.2 | Management Information System and Business Analytics | Core | 4 | Information Systems Concepts, Database Management, E-commerce, Data Mining, Predictive Analytics, Business Intelligence |
| MBA 3.3 | Internship Report | Project | 4 | Industry Exposure, Problem Identification, Data Collection, Analysis and Interpretation, Report Writing, Presentation Skills |
| MBA MA 3.1 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Process, Motivation and Personality, Perception and Learning, Attitude Formation, Cultural Influences, Family and Group Influence |
| MBA MA 3.2 | Services Marketing | Elective (Marketing) | 4 | Nature of Services, Service Quality Models, Service Design, Pricing of Services, Promotion of Services, Customer Relationship Management in Services |
| MBA MA 3.3 | Marketing Research | Elective (Marketing) | 4 | Research Process, Problem Definition, Data Collection Methods, Questionnaire Design, Sampling Techniques, Data Analysis and Report Writing |
| MBA MA 3.4 | Sales and Distribution Management | Elective (Marketing) | 4 | Sales Force Management, Sales Forecasting, Sales Territories, Channel Design, Channel Conflict, Logistics Management |
| MBA MA 3.5 | Retail Management | Elective (Marketing) | 4 | Retail Formats, Store Location, Merchandise Management, Retail Pricing, Store Layout and Design, Customer Service in Retail |
| MBA MA 3.6 | Digital Marketing | Elective (Marketing) | 4 | SEO and SEM, Social Media Marketing, Content Marketing, Email Marketing, Mobile Marketing, Web Analytics |
| MBA MA 3.7 | Rural Marketing | Elective (Marketing) | 4 | Rural Market Environment, Rural Consumer Behaviour, Product Strategies for Rural Markets, Pricing in Rural Areas, Rural Distribution Channels, Rural Communication Strategies |
| MBA OE 3.1 | Open Elective I | Open Elective | 3 | Interdisciplinary Studies, Elective from other specializations, Skill-based learning, Cross-functional exposure, Holistic development, Emerging trends |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA 4.1 | Project Work (Dissertation) | Project | 10 | Research Problem Formulation, Literature Review, Methodology Design, Data Analysis using tools, Findings and Recommendations, Report Writing and Viva Voce |
| MBA MA 4.1 | Brand Management | Elective (Marketing) | 4 | Brand Identity, Brand Equity, Brand Positioning, Brand Extension, Brand Communication, Brand Revitalization |
| MBA MA 4.2 | Advertising and Sales Promotion | Elective (Marketing) | 4 | Advertising Objectives, Media Planning, Creative Strategy, Sales Promotion Tools, Public Relations, Integrated Marketing Communication |
| MBA MA 4.3 | Product and Price Management | Elective (Marketing) | 4 | New Product Development, Product Line Decisions, Packaging and Labeling, Pricing Objectives, Pricing Methods, Price Adjustments |
| MBA MA 4.4 | International Marketing | Elective (Marketing) | 4 | Global Marketing Environment, Market Entry Strategies, Product Adaptation, Global Pricing, International Distribution, Global Advertising |
| MBA MA 4.5 | Industrial Marketing | Elective (Marketing) | 4 | B2B Market Characteristics, Organizational Buying Behaviour, Industrial Product Strategies, Industrial Pricing, B2B Channel Management, Key Account Management |
| MBA MA 4.6 | Strategic Marketing | Elective (Marketing) | 4 | Marketing Planning Process, Competitive Advantage, Market Orientation, Growth Strategies, Marketing Metrics, Strategic Control |
| MBA MA 4.7 | Customer Relationship Management | Elective (Marketing) | 4 | CRM Concepts, Customer Acquisition, Customer Retention, CRM Technology, Loyalty Programs, Customer Analytics |
| MBA OE 4.1 | Open Elective II | Open Elective | 3 | Advanced interdisciplinary topics, Emerging industry trends, Specialized skill development, Holistic business perspective, Leadership and innovation, Entrepreneurial thinking |
