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MBA in Marketing Management at Sant Longowal Institute of Engineering and Technology
Sangrur, Punjab
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About the Specialization
What is Marketing Management at Sant Longowal Institute of Engineering and Technology Sangrur?
This Marketing Management program at Sant Longowal Institute of Engineering and Technology focuses on equipping future managers with contemporary marketing theories and practical skills essential for the dynamic Indian market. It delves into consumer insights, digital strategies, and traditional marketing channels, preparing students to tackle real-world business challenges. The curriculum emphasizes a blend of analytical rigor and creative thinking to develop comprehensive marketing professionals.
Who Should Apply?
This program is ideal for fresh graduates from any discipline eager to build a career in marketing, as well as working professionals aiming to upskill or transition into strategic marketing roles. Individuals with a strong analytical bent, creative flair, and an interest in consumer behavior and market trends will find this specialization particularly rewarding.
Why Choose This Course?
Graduates of this program can expect diverse career paths in brand management, digital marketing, sales, marketing research, and product management across various Indian industries. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals commanding significantly higher packages. The program fosters skills aligned with modern marketing certifications, enhancing career growth trajectories in leading Indian and multinational companies.
Student Success Practices
Foundation Stage
Build Strong Business Fundamentals- (Semester 1-2)
Focus on mastering core management concepts, economics, accounting, and statistics during the initial semesters. Utilize online resources like Coursera/edX for foundational business courses and practice quantitative problems regularly to solidify understanding.
Tools & Resources
Khan Academy, Coursera (for business fundamentals), Practice problem sets
Career Connection
A strong foundation in these areas is crucial for understanding advanced marketing concepts and making data-driven business decisions, directly impacting your analytical skills valued by employers.
Enhance Communication and Presentation Skills- (Semester 1-2)
Actively participate in group discussions, presentations, and communication labs. Seek feedback on your writing and speaking. Join Toastmasters International or college debate clubs to refine public speaking and articulation, essential for marketing roles.
Tools & Resources
Toastmasters International, College debate/presentation clubs, Grammarly
Career Connection
Effective communication is paramount in marketing for pitches, client interactions, and team collaboration, directly influencing your ability to secure and succeed in marketing roles.
Develop Digital Literacy and Tools Proficiency- (Semester 1-2)
Beyond basic IT, proactively learn marketing-relevant software and digital tools. Familiarize yourself with basic Excel for data analysis and explore introductory modules for digital marketing platforms or CRM software. Start building an online professional presence.
Tools & Resources
Microsoft Excel, Google Digital Garage (for basics), LinkedIn Learning
Career Connection
Proficiency in digital tools and platforms is a non-negotiable skill in modern marketing, making you more marketable for digital marketing, analytics, and e-commerce roles.
Intermediate Stage
Engage in Marketing Research & Analytics- (Semester 3)
Actively participate in marketing research projects, even if they are academic. Learn to use statistical software like SPSS or R for data analysis. Attend workshops on consumer insights and market segmentation to apply theoretical knowledge.
Tools & Resources
SPSS/R (basic modules), Online datasets (Kaggle), Marketing research reports
Career Connection
Strong analytical skills and research acumen are highly valued for roles in marketing intelligence, market research, and strategic marketing, enabling you to derive actionable insights.
Pursue Marketing-Specific Certifications- (Semester 3-4)
Complement your degree with industry-recognized certifications in areas like Google Ads, Google Analytics, HubSpot Inbound Marketing, or Facebook Blueprint. These validate your specialized skills to potential employers.
Tools & Resources
Google Skillshop, HubSpot Academy, Facebook Blueprint
Career Connection
Certifications directly enhance your resume and demonstrate practical expertise in key marketing tools and methodologies, significantly boosting your employability in digital and performance marketing roles.
Network Actively and Seek Industry Exposure- (Semester 3-4)
Attend industry seminars, guest lectures, and marketing conferences. Connect with alumni and industry professionals on LinkedIn. Explore part-time marketing internships or live projects to gain practical experience and build your professional network.
Tools & Resources
LinkedIn, Industry conferences (e.g., India Marketing Summit), Alumni network
Career Connection
Networking opens doors to internship and job opportunities, mentors, and valuable industry insights, which are crucial for navigating the competitive Indian job market.
Advanced Stage
Undertake a Comprehensive Marketing Project- (Semester 4)
Select a challenging research project or a live consulting assignment in marketing. Apply all learned concepts to solve a real business problem. Focus on robust methodology, data-driven recommendations, and impactful presentation of your findings.
Tools & Resources
Academic databases, Industry reports, Project management software
Career Connection
A strong final project showcases your ability to integrate knowledge, solve complex problems, and deliver results, which is a major differentiator in placement interviews for strategic marketing roles.
Specialize in a Niche Marketing Area- (Semester 4)
Based on your interests and market demand, delve deeper into a specific marketing niche like brand strategy, digital analytics, product marketing, or rural marketing. Read extensively, take advanced online courses, and follow thought leaders in your chosen area.
Tools & Resources
MOOC platforms (e.g., edX, Coursera), Industry blogs and journals, Specific marketing tools
Career Connection
Specialization helps you stand out in the job market, making you a preferred candidate for roles requiring specific expertise and potentially leading to higher entry-level compensation.
Prepare Rigorously for Placements- (Semester 4)
Engage in mock interviews, aptitude test practice, and resume building workshops. Research target companies and understand their marketing strategies. Practice case studies and behavioral interview questions specific to marketing roles.
Tools & Resources
Placement cell resources, Online aptitude test platforms, Company annual reports
Career Connection
Thorough placement preparation is critical to convert your academic learning and skills into a desirable job offer, ensuring a smooth transition from academics to the professional world.
Program Structure and Curriculum
Eligibility:
- Bachelor’s Degree in any discipline with a minimum of 50% Marks (45% for SC/ST/PWD) recognized by UGC/AIU or equivalent. Final year appearing candidates may also apply. Valid CAT/MAT/CMAT score.
Duration: 2 years / 4 semesters
Credits: 85 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BM-101 | Management Concepts & Organizational Behavior | Core | 3 | Management Process, Planning and Organizing, Staffing and Controlling, Leadership and Motivation, Group Dynamics and Team Building, Organizational Culture and Change |
| BM-102 | Accounting for Managers | Core | 3 | Financial Accounting Principles, Cost Accounting Concepts, Management Accounting Techniques, Financial Statements Analysis, Budgeting and Variance Analysis, Working Capital Management |
| BM-103 | Managerial Economics | Core | 3 | Demand and Supply Analysis, Production and Cost Functions, Market Structures and Pricing, Business Cycles, National Income Accounting, Monetary and Fiscal Policies |
| BM-104 | Business Statistics & Analytics | Core | 3 | Data Collection and Presentation, Probability Distributions, Hypothesis Testing, Correlation and Regression, Time Series Analysis, Business Forecasting |
| BM-105 | Business Communication | Core | 3 | Principles of Communication, Oral and Written Communication, Business Correspondence, Presentation Skills, Group Discussion and Interview Skills, Intercultural Communication |
| BM-106 | IT & Research Lab | Lab | 2 | MS Office Applications (Word, Excel, PowerPoint), Data Analysis Tools (e.g., SPSS basics), Internet for Business Research, Database Concepts, Presentation Software, Research Tools |
| BM-107 | Business Environment | Core | 3 | Economic Environment, Political and Legal Environment, Socio-Cultural Environment, Technological Environment, Global Business Environment, SWOT Analysis of Environment |
| BM-108 | Summer Internship | Project | 1 | Industry Exposure, Practical Skill Application, Report Writing, Problem Solving, Professional Networking, Project Documentation |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BM-201 | Marketing Management | Core | 3 | Marketing Concepts and Philosophies, Market Segmentation, Targeting, Positioning, Product Life Cycle and New Product Development, Pricing Strategies, Promotion Mix, Distribution Channels |
| BM-202 | Human Resource Management | Core | 3 | HR Planning and Job Analysis, Recruitment and Selection, Training and Development, Performance Management Systems, Compensation and Benefits, Industrial Relations and Labor Laws |
| BM-203 | Financial Management | Core | 3 | Capital Budgeting Decisions, Working Capital Management, Cost of Capital, Capital Structure Theories, Dividend Policy, Financial Markets and Institutions |
| BM-204 | Operations & Supply Chain Management | Core | 3 | Production Planning and Control, Inventory Management Techniques, Quality Management (TQM, Six Sigma), Logistics and Transportation, Supply Chain Design and Strategy, Lean Operations and JIT |
| BM-205 | Research Methodology | Core | 3 | Research Design Types, Data Collection Methods (Primary & Secondary), Sampling Techniques, Questionnaire Design, Hypothesis Testing, Report Writing and Presentation |
| BM-206 | Entrepreneurship Development | Core | 3 | Entrepreneurial Process, Idea Generation and Feasibility Study, Business Plan Development, Funding for Start-ups, Innovation and Creativity, Small Business Management |
| BM-207 | Business Law & Ethics | Core | 3 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Company Law Overview, Ethical Frameworks in Business, Corporate Governance |
| BM-208 | Project Management Lab | Lab | 1 | Project Planning Tools (MS Project), Gantt Charts and Network Diagrams, PERT and CPM, Resource Allocation, Risk Management in Projects, Project Monitoring and Control |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BM-301 | Strategic Management | Core | 3 | Strategic Planning Process, Environmental Analysis (SWOT, PESTEL), Strategy Formulation (Corporate, Business, Functional), Strategy Implementation, Strategic Control and Evaluation, Competitive Advantage |
| BM-302 | Operations Research | Core | 3 | Linear Programming, Transportation and Assignment Problems, Queuing Theory, Decision Theory, Simulation, Game Theory |
| BM-303 | Innovation and Design Thinking | Core | 3 | Concept of Innovation, Design Thinking Process, Empathy and Ideation, Prototyping and Testing, Business Model Innovation, Fostering Creativity in Organizations |
| BM-304 | Managerial Leadership & Team Building | Core | 3 | Leadership Theories and Styles, Transformational and Transactional Leadership, Team Formation and Dynamics, Conflict Resolution, Coaching and Mentoring, Change Management |
| BM-311 | Consumer Behaviour | Elective (Marketing Management) | 3 | Consumer Decision Making Process, Psychological Factors (Motivation, Perception, Learning), Sociocultural Factors (Culture, Family, Group), Consumer Research and Analytics, Market Segmentation and Targeting, Brand Loyalty and Post-Purchase Behavior |
| BM-312 | Marketing Research | Elective (Marketing Management) | 3 | Marketing Research Process, Research Design (Exploratory, Descriptive, Causal), Data Collection Methods (Survey, Observation, Experiment), Sampling Techniques, Data Analysis (Qualitative, Quantitative), Report Writing and Ethics in Research |
| BM-313 | Product & Brand Management | Elective (Marketing Management) | 3 | Product Life Cycle Strategies, New Product Development Process, Brand Identity and Image, Brand Equity Measurement, Brand Positioning and Re-positioning, Packaging, Labeling and Product Line Decisions |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BM-401 | Corporate Governance & CSR | Core | 3 | Principles of Corporate Governance, Role of Board of Directors, Shareholder and Stakeholder Rights, Regulatory Frameworks (SEBI, Companies Act), Concepts of Corporate Social Responsibility, CSR Initiatives and Reporting |
| BM-402 | International Business | Core | 3 | Globalization and its Drivers, Theories of International Trade, Foreign Direct Investment (FDI), International Marketing Strategies, Global Human Resource Management, Cross-Cultural Management |
| BM-314 | Rural & Agri-Business Marketing | Elective (Marketing Management) | 3 | Characteristics of Rural Markets in India, Rural Consumer Behavior, Product and Pricing Strategies for Rural India, Distribution Channels in Rural Areas, Agri-Business Value Chain, Challenges and Opportunities in Rural Marketing |
| BM-315 | Digital & Social Media Marketing | Elective (Marketing Management) | 3 | Digital Marketing Ecosystem, Search Engine Optimization (SEO), Social Media Marketing Strategies, Content Marketing, Email Marketing, Web Analytics and Performance Measurement |
| BM-316 | Sales & Distribution Management | Elective (Marketing Management) | 3 | Sales Process and Personal Selling, Sales Force Management (Recruitment, Training, Motivation), Sales Forecasting and Quotas, Channel Design and Management, Logistics and Supply Chain Integration, Retail Management Concepts |
| BM-403 | Project Report & Viva-Voce | Project | 6 | Problem Identification and Research Design, Data Collection and Analysis, Interpretation of Findings, Report Writing and Formatting, Presentation Skills, Defense of Research Findings |
