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MBA in Marketing at Seth Jai Parkash Mukand Lal Institute of Engineering & Technology, Radaur
Yamunanagar, Haryana
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About the Specialization
What is Marketing at Seth Jai Parkash Mukand Lal Institute of Engineering & Technology, Radaur Yamunanagar?
This Marketing program at Seth Jai Parkash Mukand Lal Institute of Engineering and Technology focuses on equipping future managers with advanced marketing strategies and analytical skills. It blends theoretical foundations with practical insights, addressing the dynamic Indian market landscape. The program emphasizes consumer behavior, digital marketing, and distribution channels, preparing students for impactful roles in various industries.
Who Should Apply?
This program is ideal for fresh graduates seeking entry into brand management, sales, or digital marketing roles. It also suits working professionals aiming to upskill in contemporary marketing techniques and leadership. Additionally, career changers from related fields looking to transition into a marketing-centric industry can benefit, especially those with strong analytical and communication skills.
Why Choose This Course?
Graduates of this program can expect diverse career paths in brand management, market research, digital marketing, and sales leadership within India. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning significantly more. The program aligns with industry demand for strategic marketers, fostering growth trajectories in FMCG, retail, e-commerce, and services sectors.
Student Success Practices
Foundation Stage
Build a Strong Management Foundation- (Semester 1-2)
Focus rigorously on core management subjects like Marketing Management, Financial Management, and Operations Management. Understand the interdependencies of these functions as they form the bedrock for advanced specialization. Actively participate in class discussions and solve case studies to grasp practical implications.
Tools & Resources
Harvard Business Review cases, NPTEL courses on core management, College library resources
Career Connection
A solid foundation is crucial for understanding organizational dynamics and making informed decisions in any marketing role.
Develop Quantitative and Research Skills- (Semester 1-2)
Master quantitative analysis and research methodologies, including statistical tools and data interpretation. Utilize software like MS Excel or R/Python for basic data analysis during assignments. Participate in mock research projects to hone data collection and report writing abilities.
Tools & Resources
Udemy courses on Excel/Statistics, SPSS tutorials, Research papers from IIMs/ISB
Career Connection
Essential for market research, analytics, and data-driven marketing strategy formulation.
Enhance Communication and Presentation Skills- (Semester 1-2)
Actively seek opportunities to improve business communication, both written and oral. Engage in group discussions, deliver presentations, and practice effective email etiquette. Focus on structuring arguments logically and articulating ideas clearly, as it is critical for stakeholder management.
Tools & Resources
Toastmasters International clubs (if available), Online communication courses, Peer feedback sessions
Career Connection
Vital for client interactions, team leadership, and presenting marketing campaigns effectively.
Intermediate Stage
Specialize in Marketing Electives and Apply Concepts- (Semester 3)
Deep dive into chosen marketing electives like Consumer Behavior, Advertising Management, and Sales & Distribution. Actively relate theoretical concepts to real-world marketing campaigns and challenges. Look for opportunities to write critical analyses of current marketing strategies of Indian brands.
Tools & Resources
Marketing blogs (e.g., Marketing Week, HubSpot), Industry reports (e.g., Nielsen, KPMG), Case study competitions
Career Connection
Direct application of specialized knowledge, making students highly valuable for specific marketing roles.
Gain Practical Industry Exposure through Internships- (Semester 3 (Summer break))
Actively pursue and secure summer internships with reputable companies in marketing departments. Focus on learning practical aspects of campaign execution, market research, or digital marketing. Network with industry professionals during the internship for mentorship and future opportunities.
Tools & Resources
College placement cell, LinkedIn, Internshala, Company career pages
Career Connection
Provides hands-on experience, builds industry connections, and often leads to pre-placement offers.
Participate in Business Competitions and Workshops- (Semester 3)
Join marketing-specific business competitions (e.g., case study, brand wars, ad-making contests) organized by colleges or corporates. Attend workshops on advanced marketing tools like Google Analytics, SEMrush, or social media marketing platforms to gain practical skills.
Tools & Resources
E-cell competitions, AIMA Young Managers Competition, Online certification platforms
Career Connection
Enhances problem-solving skills, adds valuable points to resumes, and demonstrates proactiveness to recruiters.
Advanced Stage
Execute a Comprehensive Dissertation/Project- (Semester 4)
Choose a relevant and impactful marketing research topic for the dissertation. Conduct thorough primary and secondary research, apply robust analytical techniques, and present findings professionally. This project showcases independent research and problem-solving abilities.
Tools & Resources
Academic databases (JSTOR, EBSCO), Statistical software (SPSS, R), Mentorship from faculty
Career Connection
A well-executed dissertation is a strong portfolio piece demonstrating expertise and research capability to potential employers.
Focus on Placement Preparation and Networking- (Semester 4)
Actively engage with the college''''s placement cell, attend mock interviews, and participate in resume-building workshops. Network extensively with alumni and industry leaders through seminars, conferences, and LinkedIn to explore career opportunities and gain insights.
Tools & Resources
Placement cell resources, LinkedIn Premium, Career fairs, Alumni network platforms
Career Connection
Directly prepares students for recruitment drives and helps secure desirable job roles in the marketing sector.
Acquire Digital Marketing Certifications- (Semester 4)
Acquire industry-recognized certifications in digital marketing areas such as Google Ads, Google Analytics, HubSpot Inbound Marketing, or Facebook Blueprint. This demonstrates practical proficiency in tools crucial for modern marketing roles and enhances employability.
Tools & Resources
Google Skillshop, HubSpot Academy, Facebook Blueprint courses, SEMrush certifications
Career Connection
Provides a competitive edge in the job market, especially for roles in digital marketing agencies or e-commerce companies.
Program Structure and Curriculum
Eligibility:
- Bachelor’s or Master’s Degree with 50% marks (45% for SC/ST category) in aggregate or any other examination recognized by K.U. Kurukshetra as equivalent thereto. Admission through Haryana State Counseling Society (HSTES).
Duration: 2 years (4 semesters)
Credits: 124 Credits
Assessment: Internal: 30%, External: 70%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-101 | Management Process and Organizational Behavior | Core | 5 | Management Concepts, Managerial Functions, Organizational Structure, Group Dynamics, Motivation Theories, Leadership Styles, Conflict Management |
| MBA-102 | Managerial Economics | Core | 5 | Demand Analysis, Production Analysis, Cost Concepts, Market Structures, Pricing Strategies, Business Cycles, Macroeconomic Policies |
| MBA-103 | Quantitative Analysis | Core | 5 | Probability, Regression Analysis, Hypothesis Testing, Operations Research, Linear Programming, Decision Theory, Statistical Tools for Management |
| MBA-104 | Accounting for Managers | Core | 5 | Financial Accounting, Cost Accounting, Management Accounting, Financial Statements, Budgetary Control, Variance Analysis, Fund Flow & Cash Flow |
| MBA-105 | Computer Applications in Management | Core | 4 | MS-Office, Database Management Systems, Data Warehousing, Data Mining, E-commerce, Internet Technologies, Management Information Systems |
| MBA-106 | Computer Applications in Management (Practical) | Practical | 2 | Practical application of MS-Office, Database management system exercises, Internet tools for business, Hands-on with business software |
| MBA-107 | Business Communication | Core | 4 | Communication Process, Oral Communication, Written Communication, Presentation Skills, Group Discussion, Interview Techniques, Business Correspondence |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-201 | Marketing Management | Core | 5 | Marketing Environment, Consumer Behavior, Market Segmentation, Product Life Cycle, Pricing Decisions, Promotion Mix, Distribution Channels |
| MBA-202 | Financial Management | Core | 5 | Financial System, Time Value of Money, Capital Budgeting, Working Capital Management, Cost of Capital, Capital Structure, Dividend Policy |
| MBA-203 | Human Resource Management | Core | 5 | HR Planning, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management, Industrial Relations, HR Policies |
| MBA-204 | Operations Management | Core | 5 | Production Systems, Facility Layout, Inventory Management, Quality Management, Supply Chain Management, Project Management, Operations Strategy |
| MBA-205 | Research Methodology | Core | 4 | Research Design, Data Collection Methods, Sampling Techniques, Scaling Techniques, Hypothesis Formulation, Data Analysis, Report Writing, Ethical Issues in Research |
| MBA-206 | Research Methodology (Practical) | Practical | 2 | Application of statistical tools for data analysis, Software for research (e.g., SPSS, Excel), Questionnaire design practice, Data interpretation exercises |
| MBA-207 | Environment Management | Core | 4 | Environmental Issues, Sustainable Development, Environmental Regulations, Corporate Social Responsibility, Environmental Auditing, Pollution Control, Waste Management |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-301 | Strategic Management | Core | 5 | Strategic Planning, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control, Corporate Governance, Business Ethics |
| MBA-302 | Legal Aspects of Business | Core | 5 | Indian Contract Act, Sale of Goods Act, Consumer Protection Act, Company Law, Negotiable Instruments Act, Cyber Laws, Intellectual Property Rights |
| MBA-303 | Management Information System | Core | 5 | Information Systems Concepts, Database Management, Decision Support Systems, Expert Systems, E-business, IT Infrastructure, Security Management |
| MBA-304 | Entrepreneurship and Small Business Management | Core | 5 | Entrepreneurial Process, Business Plan Development, Feasibility Analysis, Sources of Finance, Marketing for SMEs, Growth Strategies, Exit Strategies |
| MBA-MK-305 | Consumer Behavior | Elective (Marketing) | 5 | Consumer Decision Process, Psychological Influences, Socio-cultural Influences, Consumer Learning, Perception, Attitudes, Motivation, Reference Groups |
| MBA-MK-306 | Advertising Management | Elective (Marketing) | 5 | Role of Advertising, Media Planning, Message Design, Campaign Management, Advertising Effectiveness, Sales Promotion, Public Relations, Ethics in Advertising |
| MBA-MK-307 | Sales and Distribution Management | Elective (Marketing) | 5 | Sales Force Management, Sales Planning, Sales Budgeting, Channel Design, Logistics Management, Retailing, Wholesaling, Supply Chain Integration |
| MBA-308 | Practical Training/Industrial Training (Viva Voce) | Practical | 4 | Practical exposure to business environment, Application of theoretical knowledge, Report submission on training experience, Viva-Voce examination |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MBA-401 | International Business | Core | 5 | Globalization, International Trade Theories, Foreign Exchange Markets, International Financial Institutions, Multinational Corporations, Export-Import Procedures, Global Marketing Strategies |
| MBA-402 | Business Ethics and Corporate Governance | Core | 5 | Ethical Theories, Corporate Social Responsibility, Environmental Ethics, Ethical Decision Making, Principles of Corporate Governance, Role of Board of Directors, Stakeholder Management |
| MBA-MK-403 | International Marketing | Elective (Marketing) | 5 | Global Marketing Environment, International Market Entry Strategies, Product Adaptation for Global Markets, Pricing in International Markets, Global Promotion Strategies, Export Management, International Distribution |
| MBA-MK-404 | Services Marketing | Elective (Marketing) | 5 | Nature of Services, Service Quality Models, Customer Expectations Management, Service Delivery Process, Marketing of Financial Services, Healthcare Services Marketing, Hospitality Services Marketing |
| MBA-MK-405 | Rural Marketing | Elective (Marketing) | 5 | Rural Market Environment in India, Rural Consumer Behavior, Product Strategies for Rural Markets, Pricing Strategies in Rural Areas, Promotion and Communication for Rural, Distribution Channels in Rural India, E-Rural Marketing Initiatives |
| MBA-MK-406 | Digital and Social Media Marketing | Elective (Marketing) | 5 | Digital Marketing Landscape, Search Engine Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Social Media Marketing Strategies, Email Marketing, Web Analytics, Mobile Marketing, Online Advertising |
| MBA-MK-407 | Marketing of Financial Services | Elective (Marketing) | 5 | Financial Products and Services, Marketing Banks, Insurance Companies Marketing, Mutual Funds Marketing, Stock Broking Services, Investment Services, Customer Relationship Management in Finance |
| MBA-MK-408 | Retail Management | Elective (Marketing) | 5 | Retail Formats and Trends, Store Layout and Design, Merchandise Management, Retail Pricing Strategies, Retail Promotion Mix, Supply Chain Management in Retail, E-tailing and Omni-channel Retail, Mall Management |
| MBA-409 | Dissertation | Project | 5 | Research Problem Identification, Literature Review, Research Methodology Design, Data Analysis and Interpretation, Findings and Recommendations, Report Writing, Presentation and Viva Voce |
