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MBA in Marketing at Sahyadri College of Engineering & Management
Dakshina Kannada, Karnataka
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About the Specialization
What is Marketing at Sahyadri College of Engineering & Management Dakshina Kannada?
This Marketing specialization program at Sahyadri College of Engineering & Management, affiliated with VTU, focuses on equipping students with advanced marketing strategies and analytical skills essential for the dynamic Indian market. It covers digital marketing, consumer behavior, brand management, and sales strategies, preparing graduates for diverse roles in a rapidly evolving business landscape. The program emphasizes practical application and industry relevance.
Who Should Apply?
This program is ideal for fresh graduates from any discipline seeking entry into marketing management, particularly those interested in digital marketing, brand building, or sales. It also suits working professionals aiming to upskill for leadership roles in marketing or career changers transitioning into the vibrant marketing industry. A foundational understanding of business concepts and an analytical mindset are beneficial prerequisites.
Why Choose This Course?
Graduates of this program can expect to pursue rewarding career paths in brand management, digital marketing, sales, advertising, and market research across India. Entry-level salaries typically range from INR 4-7 LPA, growing significantly with experience. Opportunities exist in e-commerce, FMCG, IT, and media sectors. The program aligns with industry demands for strategic marketers and provides a strong base for professional certifications.
Student Success Practices
Foundation Stage
Master Marketing Fundamentals & Analytics- (Semester 1-2)
Dedicate time to thoroughly understand core marketing concepts and business statistics taught in Semesters 1 and 2. Utilize online platforms for data analysis practice and case study discussions to grasp real-world applications of marketing principles.
Tools & Resources
Coursera (Marketing Analytics courses), edX (Intro to Marketing), Case Study Challenges
Career Connection
A strong foundation is crucial for advanced marketing roles, enabling you to interpret market data and contribute effectively to strategic decisions from day one.
Enhance Communication & Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and debates. Seek feedback on your communication style and work on improving articulation and confidence. Join college clubs focused on public speaking and professional communication.
Tools & Resources
Toastmasters International (local chapters), Grammarly, Presentation software (PowerPoint, Canva)
Career Connection
Effective communication is vital for client interaction, team collaboration, and conveying marketing ideas, significantly impacting career progression and leadership opportunities.
Build a Professional Network Early- (Semester 1-2)
Attend industry webinars, guest lectures, and college alumni events. Connect with senior students, faculty, and guest speakers on LinkedIn. Seek mentorship opportunities to understand industry trends and career paths.
Tools & Resources
LinkedIn, Professional networking events (online/offline), College alumni portal
Career Connection
Networking opens doors to internship opportunities, industry insights, and future job referrals, giving you a significant edge in the competitive Indian job market.
Intermediate Stage
Specialize in Digital Marketing Certifications- (Semester 3-4)
Complement your ''''Digital Marketing'''' elective with industry-recognized certifications. Practical hands-on projects and internships focusing on SEO, SEM, and social media campaigns will solidify your expertise.
Tools & Resources
Google Ads Certification, Google Analytics Academy, Meta Blueprint, HubSpot Academy
Career Connection
Digital marketing skills are highly in demand in India. Certifications make your profile stand out, leading to specialized roles and higher earning potential in a fast-growing sector.
Engage in Live Marketing Projects & Competitions- (Semester 3-4)
Actively seek opportunities for live marketing projects with local businesses or college-led initiatives. Participate in inter-collegiate marketing competitions to apply theoretical knowledge and develop problem-solving skills under pressure.
Tools & Resources
College Incubation Center, Industry associations (e.g., MMA India), Online hackathons
Career Connection
Practical experience and competitive success demonstrate initiative and real-world applicability of skills, enhancing your resume for internships and placements.
Develop Data-Driven Marketing Acumen- (Semester 3-4)
Focus on courses like ''''Data Analytics for Business Decisions'''' and apply analytical tools to marketing challenges. Practice using data to inform segmentation, targeting, and campaign effectiveness. Familiarize yourself with CRM software.
Tools & Resources
MS Excel (Advanced), Tableau Public, Google Data Studio, Salesforce (Trailhead)
Career Connection
Data-driven marketers are highly valued. This skill set allows you to optimize campaigns, demonstrate ROI, and make strategic decisions, paving the way for managerial roles.
Advanced Stage
Intensive Placement Preparation & Mock Interviews- (Semester 3-4 (leading to placements))
Begin rigorous preparation for placements, focusing on resume building, aptitude tests, group discussions, and mock interviews tailored for marketing roles. Understand current industry hiring trends and company expectations.
Tools & Resources
Placement Cell workshops, Online aptitude platforms, InterviewBit, Glassdoor (company insights)
Career Connection
Thorough preparation directly translates to successful placements in top companies, ensuring you secure desired roles and salary packages.
Specialized Capstone Project / Thesis- (Semester 4)
Choose a project topic for ''''Project Work'''' that aligns with your specific marketing interest (e.g., brand strategy, digital campaign analysis, rural market entry). Conduct in-depth research and deliver a comprehensive report, showcasing your expertise.
Tools & Resources
Academic databases, Industry reports, Mentorship from faculty/industry experts
Career Connection
A strong capstone project demonstrates your ability to apply knowledge to solve complex business problems, serving as a powerful portfolio piece for job interviews.
Explore Entrepreneurial Marketing Initiatives- (Semester 4)
Leverage ''''Entrepreneurship and Innovation'''' insights. If interested in startups, identify a market gap and conceptualize a marketing plan for a new venture. Network with startup founders and incubators.
Tools & Resources
NASSCOM 10,000 Startups, Startup India portal, Local incubators/accelerators
Career Connection
This path fosters innovation, leadership, and a deep understanding of market dynamics, ideal for those aspiring to be marketing consultants, startup founders, or intrapreneurs.
Program Structure and Curriculum
Eligibility:
- A Bachelor’s Degree of 3 years duration or more in any discipline from a recognized University with minimum 50% marks in aggregate (45% for SC/ST/Category-I of Karnataka). Valid score in PGCET/CAT/MAT/CMAT/XAT/K-MAT etc. is required.
Duration: 4 semesters / 2 years
Credits: 100 Credits
Assessment: Internal: 50%, External: 50%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA101 | Management & Organizational Behavior | Core | 4 | Management & Organizations, Evolution of Management Thought, Planning & Decision Making, Organizing & Staffing, Leadership & Motivation, Organizational Culture & Climate |
| 23MBA102 | Managerial Economics | Core | 4 | Introduction to Managerial Economics, Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Competition, Pricing Strategies and Practices, Business Cycles & Economic Policies |
| 23MBA103 | Accounting for Business Decisions | Core | 4 | Introduction to Financial Accounting, Accounting Process & Systems, Preparation of Financial Statements, Funds Flow & Cash Flow Analysis, Financial Statement Analysis (Ratios), Introduction to Management Accounting |
| 23MBA104 | Business Statistics | Core | 4 | Introduction to Business Statistics, Probability & Probability Distributions, Sampling & Estimation, Hypothesis Testing, Correlation & Regression Analysis, Time Series Analysis & Forecasting |
| 23MBA105 | Business Communication | Core | 4 | Principles of Effective Communication, Oral Communication Skills, Written Communication (Reports, Emails), Non-verbal Communication, Digital Communication Etiquette, Presentation & Public Speaking Skills |
| 23MBA106 | Marketing Management | Core | 4 | Introduction to Marketing Concepts, Marketing Environment Analysis, Consumer & Business Markets, Segmentation, Targeting & Positioning, Product & Brand Decisions, Pricing, Promotion, & Place Decisions |
| 23MBA107 | Business Ethics & Corporate Social Responsibility | Core | 4 | Introduction to Ethics & Morality, Ethical Theories & Decision Making, Business Ethics & Values, Corporate Governance Principles, Corporate Social Responsibility (CSR), Sustainability & Business Reporting |
| 23MBA108 | Design Thinking | Core | 4 | Introduction to Design Thinking, Empathize: User Understanding, Define: Problem Framing, Ideate: Generating Solutions, Prototype: Building & Testing, Implementation & Innovation Process |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA201 | Operations Management | Core | 4 | Introduction to Operations Management, Process Design & Analysis, Capacity Planning & Management, Quality Management & Control, Supply Chain Management, Inventory Management Techniques |
| 23MBA202 | Human Resource Management | Core | 4 | Introduction to HRM Functions, Human Resource Planning & Recruitment, Selection & Placement, Training & Development, Performance Management Systems, Compensation, Benefits & Employee Relations |
| 23MBA203 | Financial Management | Core | 4 | Introduction to Financial Management, Time Value of Money, Investment Decisions (Capital Budgeting), Financing Decisions (Capital Structure), Working Capital Management, Dividend Policy Decisions |
| 23MBA204 | Research Methods for Business | Core | 4 | Introduction to Business Research, Research Design & Types, Data Collection Methods (Primary & Secondary), Sampling Design & Techniques, Data Analysis & Interpretation, Report Writing & Presentation of Findings |
| 23MBA205 | Entrepreneurship and Innovation | Core | 4 | Introduction to Entrepreneurship, Opportunity Identification & Evaluation, Business Plan Development, Sources of Funding for New Ventures, Innovation & Creativity in Business, Startup Ecosystem & Support |
| 23MBA206 | Legal Aspects of Business | Core | 4 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Consumer Protection Act, 2019, Companies Act, 2013, Negotiable Instruments Act, 1881, Intellectual Property Rights |
| 23MBA207 | Data Analytics for Business Decisions | Core | 4 | Introduction to Data Analytics, Descriptive & Diagnostic Analytics, Predictive Analytics Techniques, Prescriptive Analytics & Optimization, Data Visualization Tools, Big Data Concepts & Applications |
| 23MBA208 | Digital Business | Core | 4 | Introduction to Digital Business Models, E-commerce & M-commerce Strategies, Digital Marketing Integration, Cyber Security in Digital Business, Digital Payments & Fintech, Emerging Technologies (AI, IoT in Business) |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA301 | Strategic Management | Core | 4 | Introduction to Strategic Management, Strategic Analysis & Environmental Scan, Strategy Formulation & Choice, Strategy Implementation Challenges, Strategic Control & Evaluation, Corporate Governance & Ethics in Strategy |
| 23MBA302 | International Business | Core | 4 | Introduction to International Business, Theories of International Trade & Investment, Global Business Environment, Entry Strategies into Foreign Markets, International Marketing Strategies, Global Human Resource & Financial Management |
| 23MBA303 | Internship | Core | 4 | Practical Industry Exposure, Application of Management Theories, Problem Identification & Solution, Report Writing & Documentation, Presentation of Internship Learnings |
| 23MBA3M1 | Consumer Behavior | Elective (Marketing Group 1) | 4 | Introduction to Consumer Behavior, Individual Influences on Behavior, Group & Social Influences, Cultural & Subcultural Influences, Consumer Decision Making Process, Consumer Motivation, Perception & Learning |
| 23MBA3M2 | Digital Marketing | Elective (Marketing Group 1) | 4 | Introduction to Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM) & PPC, Social Media Marketing Strategies, Content Marketing & Email Marketing, Web Analytics & Performance Measurement |
| 23MBA3M3 | Sales and Distribution Management | Elective (Marketing Group 1) | 4 | Introduction to Sales Management, Sales Force Management & Planning, Sales Forecasting & Quota Setting, Channel Management Decisions, Physical Distribution & Logistics, Retail Sales Strategies |
| 23MBA3M4 | Services Marketing | Elective (Marketing Group 1) | 4 | Introduction to Services & Characteristics, Gaps Model of Service Quality, Customer Expectations & Perceptions, Service Encounter Management, Service Delivery & Design, Marketing Strategies for Services |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 23MBA401 | Project Work | Core | 10 | Problem Identification & Formulation, Literature Review & Theoretical Framework, Research Methodology Design, Data Collection & Analysis, Findings, Recommendations & Conclusion, Project Report Writing & Viva-Voce |
| 23MBA4M1 | Brand Management | Elective (Marketing Group 2) | 4 | Introduction to Brands & Branding, Brand Identity & Positioning, Brand Equity & Measurement, Brand Extension & Revitalization Strategies, Global Branding Challenges, Digital Branding & Social Media |
| 23MBA4M2 | Integrated Marketing Communications | Elective (Marketing Group 2) | 4 | Introduction to IMC Concepts, Advertising Management & Media Planning, Sales Promotion Techniques, Public Relations & Publicity, Personal Selling & Direct Marketing, Digital & Social Media in IMC |
| 23MBA4M3 | Retail Management | Elective (Marketing Group 2) | 4 | Introduction to Retail & Formats, Retail Theories & Evolution, Retail Location & Site Selection, Merchandise Management & Assortment, Store Operations & Layout Design, Retail Marketing & Pricing Strategies |
| 23MBA4M4 | Rural Marketing | Elective (Marketing Group 2) | 4 | Introduction to Rural Markets in India, Rural Consumer Behavior & Profile, Rural Marketing Environment & Challenges, Product & Pricing Strategies for Rural, Distribution & Promotion in Rural Areas, Digital Interventions in Rural Marketing |
