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MBA in Marketing at S. K. Patel Institute of Management and Computer Studies
Mehsana, Gujarat
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About the Specialization
What is Marketing at S. K. Patel Institute of Management and Computer Studies Mehsana?
This Marketing program at S. K. Patel Institute of Management and Computer Studies focuses on developing a holistic understanding of market dynamics, consumer behavior, and strategic branding. It equips students with modern marketing tools and techniques, highly relevant to the evolving Indian business landscape, emphasizing digital transformation and data-driven decisions for effective market engagement.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into dynamic marketing roles, working professionals looking to upskill in areas like digital marketing or brand management, and career changers transitioning to the lucrative marketing industry. A background in any discipline with a keen interest in business and consumer insights is highly beneficial for success.
Why Choose This Course?
Graduates of this program can expect to pursue India-specific career paths such as Brand Manager, Marketing Analyst, Sales Manager, Digital Marketing Specialist, or Market Research Analyst. Entry-level salaries typically range from INR 3-6 LPA, growing significantly with experience in various sectors. The program also aligns with competencies required for digital marketing and analytics certifications.
Student Success Practices
Foundation Stage
Master Business Fundamentals via Case Studies- (undefined)
Actively participate in case study discussions from HBR or Ivey and engage in college-level business quizzes during semesters 1-2. This builds critical thinking and problem-solving skills, which are crucial for understanding complex business scenarios early in your MBA journey.
Tools & Resources
Harvard Business Review Case Studies, NPTEL Management Courses, College Business Clubs
Career Connection
Strong analytical skills developed here are foundational for all managerial roles, enhancing your ability to contribute to strategic decisions during internships and placements.
Cultivate a Professional Network- (undefined)
Engage with peers and faculty through collaborative study groups and institute events throughout the first two semesters. Utilize LinkedIn to connect with alumni and industry mentors for insights and guidance, initiating professional relationships that can last beyond academics.
Tools & Resources
LinkedIn, Alumni Connect Programs, Institute Events and Workshops
Career Connection
Early networking can open doors to internship opportunities, mentorship, and referrals, significantly aiding your placement efforts and long-term career growth.
Gain Proficiency in Analytical Software- (undefined)
Focus on developing strong proficiency in MS Excel for data manipulation and analysis, and get introduced to statistical software like SPSS or R during semesters 1-2. Supplement classroom learning with online tutorials and practical projects.
Tools & Resources
Microsoft Excel, SPSS/R basics, Coursera/Udemy data analytics courses
Career Connection
Data-driven decision-making is vital in modern business. Expertise in these tools makes you highly valuable in roles requiring market analysis, financial modeling, or operational optimization.
Intermediate Stage
Deepen Marketing Specialization through Projects- (undefined)
Select marketing electives strategically in Semester 3 based on your career interests. Actively participate in live industry projects and marketing competitions to apply theoretical knowledge, enhancing your practical skills and portfolio. Attend guest lectures by marketing experts.
Tools & Resources
Industry Live Projects, AIMA Marketing Competitions, Institute Marketing Club
Career Connection
Direct application of marketing concepts builds a strong resume, demonstrating practical expertise and enhancing your appeal to recruiters for specialized marketing roles.
Undertake a Value-Driven Summer Internship- (undefined)
Secure and successfully complete a summer internship after Semester 2 in a relevant marketing domain. Focus on delivering tangible value to the organization, creating a comprehensive project report, and leveraging this experience for skill development and networking.
Tools & Resources
Institute Placement Cell, Internshala, Company Career Portals
Career Connection
A strong internship experience is critical for placements, providing real-world exposure, professional references, and often converting into pre-placement offers, streamlining your job search.
Refine Communication and Presentation Skills- (undefined)
Regularly seek opportunities to deliver presentations, engage in mock interviews, and participate in group discussions during Semester 3. Focus on clarity, conciseness, and persuasive communication, utilizing feedback for continuous improvement.
Tools & Resources
Toastmasters International (online resources), Institute Communication Workshops, Peer Feedback Sessions
Career Connection
Effective communication is paramount in marketing. Polished presentation and articulation skills are key differentiators in interviews and essential for leadership roles.
Advanced Stage
Execute an Impactful Dissertation/Project- (undefined)
In Semester 4, choose a dissertation topic within Marketing that addresses a current industry challenge. Conduct rigorous research, collect and analyze data, and present your findings effectively, demonstrating independent research and problem-solving capabilities.
Tools & Resources
Academic Journals, Industry Reports, Statistical Software (e.g., Python, R)
Career Connection
A well-executed dissertation showcases your expertise and analytical rigor to potential employers, particularly for roles in market research, consulting, or specialized marketing strategy.
Strategize and Ace Placement Preparations- (undefined)
Actively engage in all campus placement activities during Semester 4, including resume building, mock interviews, and group discussion practices. Tailor your applications and interview responses to specific marketing roles, highlighting your specialization and project experiences.
Tools & Resources
Placement Cell Mentorship, Online Aptitude Test Platforms, Company-specific preparation materials
Career Connection
Thorough preparation directly translates to successful placements. Focusing on marketing-specific roles maximizes your chances of securing a desirable position in your chosen field.
Acquire Industry Certifications in Digital Marketing- (undefined)
Supplement your academic learning in Semester 4 by obtaining industry-recognized certifications in key digital marketing areas like Google Ads, Google Analytics, or HubSpot Inbound Marketing. These validate practical skills and demonstrate readiness for modern marketing roles.
Tools & Resources
Google Skillshop, HubSpot Academy, Semrush Academy
Career Connection
Digital marketing skills are in high demand. Certifications make your profile stand out, proving your hands-on capability and increasing your employability in the rapidly growing digital economy of India.
Program Structure and Curriculum
Eligibility:
- Any Graduate with 50% (45% for SC/ST/SEBC/EWS candidates) marks at Bachelor or Master Degree of any statutory University recognized by AIU. Or Candidates appeared for the final year Bachelor/Master Degree examination can also apply.
Duration: 2 years (4 semesters)
Credits: 104 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3710001 | Management Principles & Processes | Core | 4 | Introduction to Management, Planning and Decision Making, Organizing and Staffing, Directing and Leading, Controlling and Ethics, Emerging Management Concepts |
| 3710002 | Managerial Economics | Core | 4 | Demand and Supply Analysis, Elasticity and Forecasting, Production and Cost Analysis, Market Structures and Pricing, Profit Management, Macroeconomic Indicators |
| 3710003 | Financial Accounting | Core | 4 | Accounting Concepts and Principles, Journal and Ledger, Trial Balance and Adjustments, Financial Statements (Trading, P&L, Balance Sheet), Cash Flow Statement, Financial Statement Analysis |
| 3710004 | Quantitative Analysis for Business Decisions | Core | 4 | Probability and Probability Distributions, Sampling and Estimation, Hypothesis Testing, Correlation and Regression, Time Series Analysis, Linear Programming |
| 3710005 | Organizational Behavior | Core | 4 | Foundations of Individual Behavior, Perception, Learning and Personality, Motivation Theories, Leadership Styles, Group Dynamics and Team Building, Conflict Management |
| 3710006 | Business Communication | Core | 4 | Communication Process and Barriers, Verbal and Non-Verbal Communication, Business Correspondence, Reports and Proposals, Presentations and Public Speaking, Interview Skills and Group Discussions |
| 3710007 | Computer Practical | Practical | 2 | MS Word for Business Documents, MS Excel for Data Analysis, MS PowerPoint for Presentations, Internet and Email Usage, Basic Statistical Software, Digital Collaboration Tools |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3720001 | Marketing Management | Core | 4 | Introduction to Marketing and Concepts, Marketing Environment, Consumer Behavior, Market Segmentation, Targeting, Positioning, Product Life Cycle and Strategies, Pricing, Promotion, and Place Decisions |
| 3720002 | Financial Management | Core | 4 | Time Value of Money, Capital Budgeting Decisions, Cost of Capital, Capital Structure Theories, Working Capital Management, Dividend Policy |
| 3720003 | Human Resource Management | Core | 4 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management, Compensation and Benefits, Industrial Relations |
| 3720004 | Operations Management | Core | 4 | Operations Strategy and Productivity, Facility Location and Layout, Capacity Planning, Inventory Management, Quality Management and TQM, Supply Chain Management |
| 3720005 | Research Methodology | Core | 4 | Research Process and Design, Data Collection Methods (Primary/Secondary), Sampling Techniques, Measurement and Scaling, Data Analysis and Interpretation, Report Writing |
| 3720006 | Business Environment | Core | 4 | Economic Environment and Policies, Political and Legal Environment, Socio-Cultural Environment, Technological Environment, Global Business Environment, Corporate Social Responsibility |
| 3720007 | Computer Practical | Practical | 2 | Advanced Excel Functions, Introduction to Database Management Systems, Data Visualization Tools, Introduction to Business Analytics Software, Cyber Security Basics, Presentation Software Techniques |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3730001 | Strategic Management | Core | 4 | Strategy Formulation and Implementation, Environmental Scanning, Internal Analysis (SWOT), Corporate and Business Level Strategies, Strategic Control, Mergers & Acquisitions |
| 3730002 | Entrepreneurship | Core | 4 | Entrepreneurial Process, Opportunity Identification, Business Plan Development, Funding Sources for Startups, Legal and Regulatory Framework, Innovation and Creativity |
| 3730003 | International Business | Core | 4 | Theories of International Trade, Globalization and its Impact, Foreign Direct Investment, International Monetary System, International Marketing Strategies, Cultural Environment in IB |
| 3730501 | Sales & Distribution Management | Elective (Marketing) | 3 | Sales Management Process, Sales Force Recruitment and Training, Sales Planning and Control, Distribution Channels Design, Channel Management, Logistics and Supply Chain Integration |
| 3730502 | Consumer Behavior | Elective (Marketing) | 3 | Consumer Decision Making Process, Psychological Factors (Motivation, Perception), Socio-Cultural Influences, Consumer Learning and Attitude, Post-Purchase Behavior, Consumer Research |
| 3730503 | Advertising & Brand Management | Elective (Marketing) | 3 | Advertising Planning and Strategy, Media Planning and Selection, Creative Strategy and Copywriting, Brand Equity and Positioning, Brand Extension and Re-positioning, Integrated Marketing Communications (IMC) |
| 3730504 | Services Marketing | Elective (Marketing) | 3 | Characteristics of Services, Service Quality Models, Service Design and Development, Customer Experience Management, Service Recovery, Marketing Mix for Services (7 Ps) |
| 3730505 | Rural Marketing | Elective (Marketing) | 3 | Rural Environment and Market Potential, Rural Consumer Behavior, Product and Pricing Strategies for Rural Markets, Distribution Channels in Rural India, Communication Strategies for Rural Audiences, Challenges and Opportunities in Rural Marketing |
| 3730506 | Retail Management | Elective (Marketing) | 3 | Retail Formats and Theories, Retail Location and Merchandising, Store Operations and Layout, Retail Pricing Strategies, Customer Relationship Management in Retail, E-tailing and Omni-channel Retailing |
| 3730007 | Comprehensive Project (CP) | Project | 2 | Problem Identification, Literature Review, Research Design, Data Collection and Analysis, Report Writing, Presentation of Findings |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 3740001 | Summer Internship Project | Project | 4 | Industry Exposure and Experience, Application of Management Concepts, Problem Solving in Real-world Settings, Project Report Development, Presentation of Internship Learnings, Networking with Industry Professionals |
| 3740002 | Business Analytics | Core | 4 | Introduction to Business Analytics, Data Mining Techniques, Predictive Modeling, Business Intelligence and Dashboards, Big Data Concepts, Data Visualization for Decision Making |
| 3740003 | Leadership & Ethics | Core | 4 | Leadership Theories and Styles, Ethical Decision Making in Business, Corporate Governance, Corporate Social Responsibility, Organizational Culture and Values, Change Management and Leadership |
| 3740501 | Digital Marketing | Elective (Marketing) | 3 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing Strategy, Email Marketing Campaigns, Web Analytics and Performance Measurement |
| 3740502 | International Marketing | Elective (Marketing) | 3 | Global Marketing Environment, International Market Entry Strategies, Product and Pricing Decisions in Global Markets, International Promotion Strategies, Global Distribution Channels, Standardization vs. Adaptation |
| 3740503 | Industrial Marketing | Elective (Marketing) | 3 | Characteristics of Business Markets, Organizational Buying Behavior, Relationship Marketing in B2B, Industrial Product and Pricing Strategies, Channel Management in Industrial Markets, Key Account Management |
| 3740504 | Marketing Research | Elective (Marketing) | 3 | Marketing Research Process, Problem Definition and Research Design, Data Collection Methods (Qualitative & Quantitative), Measurement and Scaling Techniques, Data Analysis (Descriptive & Inferential), Marketing Research Report and Presentation |
| 3740505 | Customer Relationship Management (CRM) | Elective (Marketing) | 3 | CRM Concepts and Frameworks, Customer Acquisition and Retention Strategies, Customer Lifetime Value, CRM Technology and Implementation, Data Mining for CRM, Loyalty Programs and Customer Service |
| 3740506 | Event and Media Management | Elective (Marketing) | 3 | Event Planning and Design, Event Marketing and Sponsorship, Logistics and Risk Management for Events, Media Planning and Public Relations, Crisis Communication, Post-Event Evaluation |
| 3740007 | Dissertation/Project | Project | 2 | Identification of Research Problem, Extensive Literature Review, Methodology and Data Collection, Data Analysis and Interpretation, Reporting Findings and Conclusions, Viva-Voce and Project Defense |
