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MBA in Marketing at Rayat Institute of Engineering & Technology
Shahid Bhagat Singh Nagar, Punjab
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About the Specialization
What is Marketing at Rayat Institute of Engineering & Technology Shahid Bhagat Singh Nagar?
This Marketing MBA program at Rayat Institute of Engineering & Technology focuses on developing strategic marketing acumen for the dynamic Indian business landscape. It equips students with skills in market analysis, brand management, digital strategies, and consumer insights, highly relevant for India''''s growing consumer market and diverse regional demands. The program emphasizes practical application and industry-specific challenges in an evolving economic environment.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into the marketing domain within Indian corporations, leveraging its robust foundational and specialized modules. It also caters to working professionals aiming to upskill in digital marketing, brand strategy, or sales management. Career changers looking to transition into a marketing role across various industries in India will also find value, particularly those with a strong analytical or communication background.
Why Choose This Course?
Graduates of this program can expect to secure roles such as Marketing Manager, Brand Manager, Digital Marketing Specialist, Sales Manager, or Marketing Consultant in India. Entry-level salaries typically range from INR 4-7 lakhs per annum, with experienced professionals potentially earning INR 10-25 lakhs or more. The growth trajectories in Indian companies often involve rapid progression to leadership roles, supported by the program’s blend of traditional and modern marketing techniques.
Student Success Practices
Foundation Stage
Build Strong Analytical Foundations- (Semester 1-2)
Focus diligently on quantitative techniques, managerial economics, and accounting for managers. These subjects provide the bedrock for data-driven marketing decisions. Participate in problem-solving workshops and case study analyses.
Tools & Resources
Excel for data analysis, online platforms like Coursera/edX for business analytics basics, IKGPTU previous year question papers
Career Connection
Strong analytical skills are crucial for market research, budget allocation, and campaign performance evaluation, leading to roles in marketing analytics and research.
Enhance Communication & Presentation Skills- (Semester 1-2)
Actively participate in communication skills classes, group discussions, and presentations. Join college clubs focusing on public speaking or debate. Practice articulating business ideas clearly and persuasively.
Tools & Resources
Toastmasters-style clubs, TED Talks for inspiration, presentation software (PowerPoint, Google Slides)
Career Connection
Essential for client interactions, team leadership, sales pitches, and securing placements during interviews.
Understand Core Management Principles- (Semester 1-2)
Master concepts from Management Process & Organizational Behavior, Marketing Management, and HRM. These core disciplines provide context for marketing strategies and organizational dynamics. Engage in peer teaching and concept mapping.
Tools & Resources
Standard management textbooks, Harvard Business Review articles, industry newsletters
Career Connection
Forms the holistic business understanding required for strategic marketing roles, helping identify how marketing integrates with other business functions.
Intermediate Stage
Dive Deep into Consumer Insights- (Semester 3)
Excel in Consumer Behavior and Marketing Research. Conduct mini-research projects, surveys, and analyze market data to understand consumer psychology and buying patterns. Apply theoretical models to real-world Indian consumer scenarios.
Tools & Resources
SurveyMonkey, Google Forms, basic statistical software (SPSS if available), industry reports on Indian consumers
Career Connection
Prepares students for roles in market research, product development, and strategic marketing, where understanding the target audience is paramount.
Develop Sales & Distribution Expertise- (Semester 3)
Focus on Sales & Distribution Management. Undertake field visits to local markets, study supply chain models of Indian companies, and analyze distribution network efficiency. Seek a summer internship in a sales or distribution role.
Tools & Resources
Case studies on Indian distribution networks (e.g., FMCG companies), sales management software demos
Career Connection
Direct path to roles in sales management, channel management, and logistics, vital for market penetration in India.
Cultivate Strategic Thinking through Internships- (Between Semester 2 and 3)
Proactively secure a meaningful summer internship (as part of MBA302-23) related to marketing. Apply classroom knowledge to real business problems, analyze company strategies, and contribute to projects.
Tools & Resources
LinkedIn for networking, college placement cell support, company websites for research
Career Connection
Bridges the gap between theory and practice, enhances resume, and provides critical industry contacts for future placements and career growth.
Advanced Stage
Master Digital Marketing Tools & Strategies- (Semester 4)
Dedicate significant effort to Digital Marketing. Gain hands-on experience with SEO, SEM, social media campaigns, and content creation. Obtain relevant certifications (e.g., Google Ads, Facebook Blueprint).
Tools & Resources
Google Analytics, Google Ads, Meta Business Suite, Canva for content creation, HubSpot Academy
Career Connection
Crucial for roles in digital marketing agencies, e-commerce, and corporate marketing departments, which are high-demand areas in India.
Specialize in Niche Marketing Areas- (Semester 4)
Deep dive into elective subjects like Services Marketing, International Marketing, or Rural Marketing based on career interests. Conduct case studies on Indian businesses in these specific sectors.
Tools & Resources
Industry journals, market reports focusing on specific sectors (e.g., healthcare services, export markets, rural FMCG)
Career Connection
Allows for specialization, opening doors to niche consulting roles, international business development, or targeted roles in India''''s vast rural economy.
Execute a High-Impact Research Project- (Semester 4)
Approach the Research Project (MBA401-23) with a focus on an industry-relevant marketing problem. Collect primary data, perform rigorous analysis, and present actionable recommendations. This demonstrates research and problem-solving capabilities.
Tools & Resources
Statistical software (e.g., R, Python, or even advanced Excel), academic databases, mentorship from faculty
Career Connection
Showcases analytical, problem-solving, and project management skills to potential employers, positioning candidates for managerial and strategic roles.
Program Structure and Curriculum
Eligibility:
- Recognized Bachelor''''s Degree (minimum 3-year duration) in any discipline with a minimum of 50% marks (45% for reserved category) in the qualifying examination.
Duration: 4 semesters / 2 years
Credits: 90 Credits
Assessment: Internal: 40% (for theory courses), External: 60% (for theory courses)
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA101-23 | Management Process & Organizational Behavior | Core | 4 | Introduction to Management, Organizational Behavior, Individual Behavior, Group Dynamics, Leadership & Motivation |
| MBA102-23 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand & Supply Analysis, Production & Cost, Market Structures, Pricing Strategies |
| MBA103-23 | Accounting for Managers | Core | 4 | Introduction to Accounting, Financial Statements, Cost Accounting, Budgeting & Control, Financial Analysis |
| MBA104-23 | Business Environment & Legal Aspects | Core | 4 | Economic Environment, Socio-Cultural & Political Environment, Legal Aspects of Business, Consumer Protection, Competition Act |
| MBA105-23 | Quantitative Techniques for Management | Core | 4 | Introduction to Quantitative Techniques, Probability & Distributions, Sampling & Estimation, Hypothesis Testing, Linear Programming, Decision Theory |
| MBA106-23 | Communication Skills for Managers | Core | 2 | Communication Process, Oral Communication, Written Communication, Presentation Skills, Interpersonal Skills |
| MBA107-23 | Computer Applications in Management Lab | Lab | 2 | MS Office (Word, Excel, PowerPoint), Data Analysis Tools, Internet Applications, Business Software Overview |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA201-23 | Business Research Methods | Core | 4 | Research Process, Research Design, Data Collection Methods, Sampling Techniques, Data Analysis, Report Writing |
| MBA202-23 | Marketing Management | Core | 4 | Introduction to Marketing, Consumer Behavior, Market Segmentation, Product Decisions, Pricing Decisions, Promotion Decisions |
| MBA203-23 | Financial Management | Core | 4 | Financial Goals & Planning, Capital Budgeting, Working Capital Management, Cost of Capital, Capital Structure Decisions |
| MBA204-23 | Human Resource Management | Core | 4 | Introduction to HRM, HR Planning, Recruitment & Selection, Training & Development, Performance Management, Compensation & Benefits |
| MBA205-23 | Operations & Supply Chain Management | Core | 4 | Operations Strategy, Product & Process Design, Location & Layout, Inventory Management, Supply Chain Management, Quality Management |
| MBA206-23 | Business Ethics & Corporate Governance | Core | 2 | Ethical Theories, Business Ethics Issues, Corporate Social Responsibility, Corporate Governance Principles, Whistleblowing |
| MBA207-23 | Employability Skills & Practices | Core | 2 | Resume Writing, Interview Skills, Group Discussion Techniques, Professional Etiquette, Personal Branding |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA301-23 | Strategic Management | Core | 4 | Strategic Planning Process, Environmental Analysis, Strategic Formulation, Strategic Implementation, Strategic Control |
| MBA MKT 1-23 | Consumer Behavior | Elective (Marketing Group A) | 4 | Consumer Decision Making Process, Psychological Factors, Social & Cultural Factors, Situational Influences, Consumer Research |
| MBA MKT 2-23 | Sales & Distribution Management | Elective (Marketing Group A) | 4 | Sales Force Management, Sales Planning & Control, Sales Forecasting, Distribution Channels, Channel Management, Logistics Management |
| MBA MKT 3-23 | Marketing Research | Elective (Marketing Group A) | 4 | Marketing Research Process, Research Design, Data Collection Methods, Sampling in Marketing Research, Data Analysis & Interpretation, Report Preparation |
| MBA MKT 4-23 | Brand Management | Elective (Marketing Group B - choice from 4 options) | 4 | Brand Identity & Positioning, Brand Equity & Valuation, Brand Communication Strategies, Brand Extension & Reinforcement, Global Branding Challenges |
| MBA302-23 | Summer Internship Report | Project | 2 | Industry Exposure, Problem Identification, Data Collection, Report Writing, Presentation Skills |
| MBA303-23 | Dissertation Part - I | Project | 2 | Research Problem Formulation, Literature Review, Research Objectives, Methodology Design, Data Collection Plan |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA MKT 5-23 | Digital Marketing | Elective (Marketing Group C - choice of 2 from 3 options) | 4 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing, Email Marketing |
| MBA MKT 6-23 | Services Marketing | Elective (Marketing Group C - choice of 2 from 3 options) | 4 | Nature & Characteristics of Services, Service Quality & Design, Customer Relationship Management, Service Pricing Strategies, Service Promotion & Delivery |
| MBA MKT 8-23 | Rural Marketing | Elective (Marketing Group D - choice of 1 from 4 options) | 4 | Rural Market Characteristics, Rural Consumer Behavior, Rural Marketing Mix Strategies, Distribution in Rural Areas, Rural Communication Challenges |
| MBA401-23 | Research Project | Project | 6 | Project Proposal Development, Data Collection & Analysis, Research Findings & Interpretation, Project Report Writing, Viva-Voce & Presentation |
