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MBA in Marketing at RP Indraprastha Institute of Technology
Karnal, Haryana
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About the Specialization
What is Marketing at RP Indraprastha Institute of Technology Karnal?
This Marketing specialization program at RP Indraprastha Institute of Technology focuses on equipping students with a comprehensive understanding of market dynamics, consumer behavior, and strategic branding in the Indian context. It delves into both traditional and digital marketing channels, preparing professionals for a rapidly evolving and competitive Indian business landscape. The program emphasizes practical applications and analytical skills essential for driving business growth.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into marketing and sales roles, as well as working professionals aiming to upskill in modern marketing techniques or transition into marketing leadership positions. It caters to individuals with a flair for creativity, analytics, and a passion for understanding consumer needs and market trends in diverse Indian sectors.
Why Choose This Course?
Graduates of this program can expect diverse career paths in brand management, digital marketing, sales, advertising, and market research across various Indian industries. Entry-level salaries typically range from INR 3-6 lakhs per annum, with experienced professionals earning significantly more. The program fosters skills aligned with certifications like Google Ads and HubSpot, enhancing career growth in Indian and multinational companies operating in India.
Student Success Practices
Foundation Stage
Master Core Business Fundamentals- (Semester 1-2)
Thoroughly understand core subjects like Accounting, Economics, and Statistics. Focus on conceptual clarity, as these form the bedrock for advanced marketing analytics and financial planning.
Tools & Resources
NCERT business studies books, Online courses on Coursera/edX for foundational subjects, Kurukshetra University prescribed textbooks
Career Connection
Strong fundamentals are crucial for roles requiring business acumen, data interpretation, and strategic decision-making in marketing.
Develop Communication and Presentation Skills- (Semester 1-2)
Actively participate in class discussions, join debate clubs, and volunteer for presentations. Practice articulating ideas clearly and persuasively, essential for marketing roles.
Tools & Resources
Toastmasters International, Online communication courses, Peer feedback sessions, Mock presentations
Career Connection
Excellent communication is vital for client interactions, team leadership, and impactful marketing campaigns.
Engage in Early Industry Immersion- (Semester 1-2 (especially during summer break after Sem 2))
Seek out short-term internships, volunteer for marketing events, or conduct market surveys for local businesses. This provides practical exposure to real-world marketing challenges during the summer break.
Tools & Resources
LinkedIn for networking, Local business chambers, College''''s placement cell for opportunities
Career Connection
Early exposure builds a practical understanding of market dynamics, helps in networking, and makes resumes stand out for summer training.
Intermediate Stage
Deep Dive into Marketing Specialization Electives- (Semester 3)
Beyond chosen electives, explore other marketing-related courses through online platforms. Engage in case studies specific to consumer behavior, advertising, and sales in the Indian market.
Tools & Resources
NPTEL, Udemy, Harvard Business Review cases, Marketing journals
Career Connection
Builds specialized knowledge required for specific marketing roles like brand manager, digital marketer, or sales lead.
Pursue Relevant Certifications and Projects- (Semester 3)
Obtain certifications in digital marketing (e.g., Google Ads, Google Analytics, HubSpot Inbound Marketing) or sales automation tools. Undertake self-initiated projects like creating a marketing plan for a fictional product.
Tools & Resources
Google Skillshop, HubSpot Academy, Coursera, Project management tools
Career Connection
Certifications demonstrate practical skills, making students more employable and proficient in modern marketing tools.
Network with Industry Professionals- (Semester 3)
Attend industry seminars, workshops, and guest lectures. Connect with alumni and marketing leaders on LinkedIn. Conduct informational interviews to understand career paths and industry trends.
Tools & Resources
LinkedIn, Industry associations like IAA (Indian Advertising Association), Campus alumni network
Career Connection
Opens doors to internship and placement opportunities, provides mentorship, and insights into industry expectations.
Advanced Stage
Excel in Research Project and Specialization Project- (Semester 4)
Dedicate significant effort to the final Research Project and other specialization projects. Choose a topic relevant to the Indian marketing landscape, conduct thorough research, and present findings professionally.
Tools & Resources
SPSS/R for data analysis, Academic databases, Kurukshetra University library resources, Faculty guidance
Career Connection
Showcases analytical, research, and problem-solving skills, highly valued by employers for strategic roles.
Intensive Placement Preparation- (Semester 4)
Focus on tailoring resumes for marketing roles, practicing group discussions, and mock interviews. Work on building a strong portfolio of projects and achievements relevant to marketing.
Tools & Resources
College placement cell, Online interview preparation platforms, Resume builders, LinkedIn profiles
Career Connection
Directly impacts successful placement in desired marketing and sales roles across various sectors.
Develop Leadership and Teamwork Skills- (Semester 4)
Take leadership roles in student clubs, college events, or group projects. Learn to collaborate effectively, resolve conflicts, and motivate teams, crucial for managerial positions.
Tools & Resources
Leadership workshops, Team-based assignments, College event organizing committees
Career Connection
Essential for career progression into leadership and management roles within marketing departments or agencies.
Program Structure and Curriculum
Eligibility:
- Bachelor’s or Master’s Degree with 50% marks in aggregate (47.5% for SC/ST/Blind/Visually and Differently Abled candidates of Haryana only) or any other examination recognized by Kurukshetra University as equivalent thereto.
Duration: 2 years (4 semesters)
Credits: 92 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB-101 | Management Process & Organizational Behaviour | Core | 4 | Management Theories, Organizational Behavior, Motivation and Leadership, Group Dynamics, Communication |
| MB-102 | Managerial Economics | Core | 4 | Demand Analysis, Production and Cost Analysis, Pricing Strategies, Market Structures, Macroeconomic Environment |
| MB-103 | Accounting for Managers | Core | 4 | Financial Accounting Principles, Cost Accounting, Management Accounting, Financial Statement Analysis, Budgeting and Control |
| MB-104 | Business Environment | Core | 4 | Economic Environment, Political and Legal Environment, Socio-cultural Environment, Technological Environment, Global Business Environment |
| MB-105 | Business Statistics | Core | 4 | Data Collection and Presentation, Probability Distributions, Hypothesis Testing, Correlation and Regression, Forecasting Techniques |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB-201 | Business Research Methods | Core | 4 | Research Design, Sampling Techniques, Data Collection Methods, Data Analysis and Interpretation, Report Writing |
| MB-202 | Financial Management | Core | 4 | Capital Budgeting, Working Capital Management, Cost of Capital, Dividend Policy, Sources of Finance |
| MB-203 | Human Resource Management | Core | 4 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Industrial Relations |
| MB-204 | Marketing Management | Core | 4 | Marketing Concepts, Market Segmentation, Product Life Cycle, Pricing Strategies, Promotion and Distribution |
| MB-205 | Operations Management | Core | 4 | Production Planning, Inventory Management, Quality Management, Supply Chain Management, Project Management |
| MB-206 | Summer Training Report & Viva-Voce | Practical/Project | 2 | Industry Exposure, Report Writing, Presentation Skills, Practical Application of Concepts, Data Analysis |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB-301 | Corporate Strategic Management | Core | 4 | Strategic Analysis, Strategy Formulation, Strategy Implementation, Strategic Control, Corporate Governance |
| MB-302 | Management Information System | Core | 4 | Information System Concepts, Database Management, E-business and E-commerce, Decision Support Systems, IT Strategy |
| MB-303 | Business Analytics | Core | 4 | Data Visualization, Predictive Analytics, Prescriptive Analytics, Big Data Concepts, Business Intelligence |
| MB-304 | Legal Aspects of Business | Core | 4 | Indian Contract Act, Company Law, Consumer Protection Act, Intellectual Property Rights, Cyber Laws |
| MB-305 MKT | Consumer Behaviour | Elective (Marketing Specialization) | 4 | Consumer Decision Process, Individual Influences, Group Influences, Culture and Subculture, Marketing Implications of Behaviour |
| MB-306 MKT | Advertising Management | Elective (Marketing Specialization) | 4 | Advertising Principles, Campaign Planning, Media Selection, Message Design, Advertising Effectiveness |
| MB-307 MKT | Sales Management | Elective (Marketing Specialization) | 4 | Sales Force Management, Sales Planning, Recruitment and Training, Motivation and Compensation, Performance Evaluation |
| MB-308 MKT | Services Marketing | Elective (Marketing Specialization) | 4 | Nature of Services, Service Quality, Service Design and Delivery, Marketing of Services, Customer Relationship Management |
| MB-309 | Research Project-I | Project | 2 | Problem Identification, Literature Review, Research Design, Data Collection Planning, Ethical Considerations |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MB-401 | International Business | Core | 4 | Globalization and Trade Theories, Foreign Exchange Markets, Global Marketing Strategies, International Finance, International Business Environment |
| MB-402 | Entrepreneurship Development | Core | 4 | Entrepreneurial Process, Business Idea Generation, Business Plan Development, Funding for Start-ups, Challenges for Entrepreneurs |
| MB-403 MKT | Rural and Agriculture Marketing | Elective (Marketing Specialization) | 4 | Rural Market Environment, Rural Consumer Behavior, Product and Pricing Strategies, Distribution in Rural Areas, Promotion in Rural Markets |
| MB-404 MKT | Brand Management | Elective (Marketing Specialization) | 4 | Brand Identity, Brand Positioning, Brand Equity, Brand Strategies, Brand Architecture |
| MB-405 MKT | Digital Marketing | Elective (Marketing Specialization) | 4 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Email Marketing, Content Marketing and Web Analytics |
| MB-406 MKT | Retail Management | Elective (Marketing Specialization) | 4 | Retailing Concepts, Retail Formats, Merchandise Management, Store Operations, Retail Supply Chain |
| MB-407 MKT | Industrial Marketing | Elective (Marketing Specialization) | 4 | Business Markets, Organizational Buying Behavior, Product and Service Strategies, Pricing in B2B, Distribution and Promotion in Industrial Markets |
| MB-408 | Project Report & Viva-Voce | Project | 4 | Comprehensive Project Report, Research Findings, Recommendations, Presentation Skills, Viva-Voce Examination |
