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MBA in Marketing at Rayat Institute of Management
Shahid Bhagat Singh Nagar, Punjab
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About the Specialization
What is Marketing at Rayat Institute of Management Shahid Bhagat Singh Nagar?
This Marketing specialization program at Rayat Institute of Management, affiliated with IKGPTU, focuses on equipping students with advanced marketing strategies and analytical skills crucial for the dynamic Indian business landscape. The curriculum emphasizes consumer behavior, digital marketing, sales, and brand management, preparing graduates for key roles in a competitive market. It aims to develop marketing leaders ready for India''''s evolving economy.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, sales, or market research roles. It also suits working professionals aiming to upgrade their marketing expertise for career advancement or those looking to transition into the marketing domain from other fields. Strong analytical and communication skills are beneficial prerequisites for this specialization.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including roles as Marketing Managers, Brand Managers, Digital Marketing Specialists, or Sales Managers. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning significantly more. The program aligns with industry demands for marketing certifications and provides a solid foundation for growth in Indian companies.
Student Success Practices
Foundation Stage
Build Strong Management Fundamentals- (Semester 1-2)
Focus on thoroughly understanding core management concepts, organizational behavior, and quantitative techniques during the initial semesters. Actively participate in case discussions, workshops on business ethics, and problem-solving sessions to solidify theoretical knowledge. Utilize university library resources and online courses like NPTEL for deeper insights into foundational subjects.
Tools & Resources
NPTEL courses, Harvard Business Review cases, IKGPTU library resources
Career Connection
A strong foundation in general management and analytics is crucial for understanding the broader business context, which is highly valued in leadership roles and initial corporate trainings in Indian companies.
Enhance Communication & Digital Literacy- (Semester 1-2)
Actively engage in practical communication skills training, including presentations, group discussions, and business writing. Simultaneously, master computer applications and business analytics tools like MS Excel, SPSS, and basic data visualization software. Participate in debates and public speaking events to refine soft skills.
Tools & Resources
Toastmasters clubs, LinkedIn Learning for Excel/SPSS, University Communication Lab
Career Connection
Excellent communication skills are paramount for client interactions and team leadership, while digital literacy is non-negotiable for effective data-driven decision-making in any Indian corporate setup.
Cultivate Peer Learning & Networking- (Semester 1-2)
Form study groups and engage in peer-to-peer teaching to reinforce understanding. Participate in inter-college management fests and competitions to expand your network beyond the institute. Regularly interact with seniors and alumni to gain insights into industry trends and potential career paths in India.
Tools & Resources
Student clubs and societies, Inter-college competitions, Alumni association events
Career Connection
Networking opens doors to internships, mentorship, and future job opportunities within the Indian business ecosystem, fostering collaborative learning vital for professional growth.
Intermediate Stage
Deep Dive into Marketing Specialization- (Semester 3)
Beyond classroom learning, take initiative to study specific marketing domains like digital marketing, content marketing, or market research through online certifications. Apply theoretical knowledge from Consumer Behavior and Advertising in real-world mini-projects or case studies relevant to Indian markets. Explore Indian marketing campaigns and strategies.
Tools & Resources
Google Digital Garage, HubSpot Academy, MOOC platforms (Coursera, edX) for marketing courses
Career Connection
Specialized marketing knowledge and certifications are highly sought after by Indian companies for specific marketing roles, giving a competitive edge during placements.
Seek Industry Internships & Projects- (Semester 3-4 (during breaks))
Actively pursue summer internships with Indian companies, focusing on marketing roles. Engage in live industry projects offered by the college or through personal networking. These experiences provide practical exposure to Indian market dynamics and help apply theoretical concepts to real business challenges.
Tools & Resources
College placement cell, Internshala, LinkedIn for internship searches
Career Connection
Internships are often a direct pathway to pre-placement offers in India and significantly enhance resume value, showcasing practical experience to potential employers.
Participate in Marketing Competitions & Workshops- (Semester 3-4)
Join national-level marketing case competitions, pitch events, and workshops organized by industry bodies or other B-schools. These platforms hone problem-solving skills, expose you to diverse marketing challenges in India, and provide networking opportunities with industry professionals. Focus on rural marketing or digital marketing challenges.
Tools & Resources
AIMA Young Managers Competition, National B-School Marketing Challenges, Industry association workshops
Career Connection
Winning or even participating in such competitions demonstrates initiative, practical application of knowledge, and problem-solving abilities, which are highly valued by Indian recruiters.
Advanced Stage
Master Dissertation for Career Launch- (Semester 4)
Choose a dissertation topic in Marketing that aligns with your career aspirations and current industry trends in India. Dedicate significant effort to rigorous research, data collection (primary/secondary data from Indian market), analysis, and professional report writing. This project should showcase your expertise and critical thinking.
Tools & Resources
Academic databases (JSTOR, EBSCO host), Statistical software (SPSS, R), Plagiarism checker tools
Career Connection
A well-executed dissertation can be a powerful talking point in interviews, demonstrating specialized knowledge, research acumen, and problem-solving skills relevant to a marketing career in India.
Focus on Placement Preparation- (Semester 4)
Actively participate in campus placement training, focusing on aptitude tests, group discussions, and mock interviews tailored for marketing roles. Research target companies and their marketing strategies in India. Prepare a compelling resume and portfolio highlighting marketing projects, internships, and relevant skills. Practice behavioral and technical interview questions.
Tools & Resources
Placement cell workshops, Online aptitude platforms, Interview prep books
Career Connection
Thorough preparation is critical for securing desirable marketing roles in top Indian companies, converting skills into tangible career opportunities.
Develop Leadership & Industry Acumen- (Semester 4)
Take on leadership roles in student committees or organize marketing-related events within the college. Continuously stay updated on the latest marketing technologies, digital trends, and consumer shifts in India. Attend industry conferences (virtual or physical) and engage with thought leaders to broaden your perspective and enhance your leadership potential for future roles.
Tools & Resources
Marketing blogs (e.g., Social Samosa), Industry magazines, CII/FICCI events
Career Connection
Leadership experience combined with up-to-date industry knowledge makes you a more attractive candidate for management trainee and future leadership positions in Indian marketing firms.
Program Structure and Curriculum
Eligibility:
- Bachelor''''s degree (10+2+3 or 4 years) in any discipline with a minimum of 50% marks (45% for SC/ST/OBC) from a recognized University or equivalent.
Duration: 4 semesters / 2 years
Credits: 92 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-101 | Management Concepts and Organizational Behavior | Core | 4 | Management Functions, Organizational Behavior Concepts, Personality and Perception, Motivation Theories, Leadership Styles, Group Dynamics and Team Building |
| MBA-102 | Business Environment and Legal Aspects | Core | 4 | Economic Environment, Political and Regulatory Environment, Social and Cultural Environment, Consumer Protection Act, Company Law Overview, Cyber Law Basics |
| MBA-103 | Managerial Economics | Core | 4 | Demand and Supply Analysis, Production and Cost Theories, Market Structures, Pricing Strategies, Macroeconomic Indicators, Business Cycles |
| MBA-104 | Quantitative Techniques for Managers | Core | 4 | Probability Distributions, Decision Theory, Linear Programming, Correlation and Regression, Time Series Analysis, Hypothesis Testing |
| MBA-105 | Accounting for Management | Core | 4 | Financial Accounting Principles, Cost Accounting Concepts, Management Accounting Tools, Fund Flow and Cash Flow Statements, Ratio Analysis, Budgeting and Variance Analysis |
| MBA-106 | Computer Applications in Management (Practical) | Core | 2 | MS Office Suite, Data Analysis with Excel, Presentation Software, Internet and E-commerce Basics, Database Management Concepts, Tally ERP Fundamentals |
| MBA-107 | Communication Skills (Practical) | Core | 2 | Business Communication Ethics, Written Communication (Reports, Emails), Oral Communication (Presentations), Group Discussion Techniques, Interview Skills, Non-verbal Communication |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-201 | Human Resource Management | Core | 4 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Appraisal Systems, Compensation and Benefits, Industrial Relations |
| MBA-202 | Marketing Management | Core | 4 | Marketing Concepts and Environment, Market Segmentation, Targeting, Positioning, Product and Brand Management, Pricing Strategies, Promotion Mix, Distribution Channels |
| MBA-203 | Financial Management | Core | 4 | Financial Planning and Forecasting, Capital Budgeting Decisions, Working Capital Management, Cost of Capital, Leverage Analysis, Dividend Policy |
| MBA-204 | Operations Management | Core | 4 | Production Planning and Control, Inventory Management Models, Quality Management and Control, Facility Location and Layout, Supply Chain Fundamentals, Project Scheduling |
| MBA-205 | Research Methodology | Core | 4 | Research Design, Sampling Techniques, Data Collection Methods, Data Analysis (Descriptive, Inferential), Hypothesis Testing, Research Report Writing |
| MBA-206 | Business Analytics (Practical) | Core | 2 | Introduction to Business Analytics, Data Visualization Tools, Statistical Software (e.g., SPSS, R), Predictive Modeling Basics, Data-driven Decision Making, Case Studies in Analytics |
| MBA-207 | Enterprise Resource Planning (ERP) (Practical) | Core | 2 | ERP Concepts and Architecture, Core ERP Modules (HR, Finance, SCM), ERP Implementation Challenges, Benefits of ERP Systems, SAP/Oracle ERP Overview, Cloud ERP Trends |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-301 | Strategic Management | Core | 4 | Strategic Management Process, Environmental Analysis, Strategy Formulation (Corporate, Business, Functional), Strategy Implementation, Strategic Evaluation and Control, Mergers and Acquisitions Strategy |
| MBA-302 | Entrepreneurship Development | Core | 4 | Entrepreneurial Process, Idea Generation and Opportunity Assessment, Business Plan Preparation, Sources of Funding for Startups, Government Policies for SMEs, Innovation and Creativity |
| MBA-303 | International Business | Core | 4 | Theories of International Trade, Global Economic Environment, WTO and Trade Blocks, Foreign Direct Investment, International Marketing Strategies, Cross-Cultural Management |
| MBA-304 | Supply Chain Management | Core | 4 | SCM Fundamentals, Logistics Management, Inventory Management in SCM, SCM Strategies and Design, Role of IT in SCM, Global Supply Chains |
| MBA-MK-305 | Consumer Behaviour | Elective (Marketing) | 4 | Consumer Decision Making Process, Psychological Determinants (Motivation, Perception), Social and Cultural Influences, Consumer Learning and Attitude, Models of Consumer Behavior, Consumer Research |
| MBA-MK-306 | Advertising and Sales Management | Elective (Marketing) | 4 | Advertising Strategy and Budgeting, Media Planning and Selection, Creative Strategy, Sales Force Management, Sales Promotion Techniques, Personal Selling Process |
| MBA-MK-307 | Services Marketing | Elective (Marketing) | 4 | Characteristics of Services, Service Quality Management (GAP Model), Service Design and Delivery, Managing Customer Expectations, Pricing of Services, Service Recovery Strategies |
| MBA-MK-308 | Rural Marketing | Elective (Marketing) | 4 | Rural Market Environment, Rural Consumer Behavior, Product and Brand Strategies for Rural India, Distribution Channels in Rural Markets, Promotion and Communication in Rural Areas, Microfinance and Rural Development |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-401 | Total Quality Management | Core | 4 | TQM Principles and Philosophies, Quality Gurus Contributions, Quality Management Tools and Techniques, ISO 9000 and 14000 Series, Six Sigma Methodology, Quality Circles and Kaizen |
| MBA-402 | Business Ethics & Corporate Governance | Core | 4 | Ethical Theories in Business, Ethical Dilemmas and Decision Making, Corporate Social Responsibility, Corporate Governance Principles, Role of Board of Directors, Whistleblowing Mechanisms |
| MBA-403 | Project Management | Core | 4 | Project Life Cycle, Project Planning and Scheduling (PERT/CPM), Project Cost Management, Project Risk Management, Project Quality Management, Project Monitoring and Control |
| MBA-404 | Management Information System | Core | 4 | MIS Concepts and Framework, Types of Information Systems, Database Management Systems, E-Business and E-Commerce, Decision Support Systems, Information System Security |
| MBA-405 | Dissertation/Project Report | Core | 4 | Problem Identification and Literature Review, Research Design and Methodology, Data Collection and Analysis, Report Writing and Interpretation, Presentation of Findings, Viva-Voce |
