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MBA in Marketing at Shoolini University of Biotechnology and Management Sciences
Solan, Himachal Pradesh
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About the Specialization
What is Marketing at Shoolini University of Biotechnology and Management Sciences Solan?
This MBA Marketing program at Shoolini University focuses on developing strategic marketing professionals equipped to navigate the dynamic Indian business landscape. The curriculum emphasizes both foundational marketing principles and modern digital strategies, preparing students for diverse roles in brand management, sales, market research, and digital campaigns. It integrates theoretical knowledge with practical application relevant to consumer and industrial markets across India, addressing evolving industry demands.
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 digital marketing, brand strategy, or general marketing management. Individuals with a passion for understanding consumer behavior, market trends, and building strong brands will find this specialization particularly rewarding, especially those aspiring to leadership positions within Indian or multinational corporations operating in India.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including Brand Manager, Marketing Analyst, Sales Manager, Digital Marketing Specialist, and Market Research Executive. Entry-level salaries typically range from INR 4-7 LPA, with experienced professionals earning INR 8-15+ LPA depending on company and role. The program aligns with industry needs, fostering skills for rapid growth trajectories within Indian companies and aligning with certifications in digital marketing and analytics, enhancing professional value.
Student Success Practices
Foundation Stage
Master Core Marketing Principles- (undefined)
Dedicate time in the first two semesters to thoroughly understand foundational subjects like Marketing Management, Consumer Behaviour, and Research Methodology. Actively participate in case discussions, use Indian business case studies, and join marketing clubs to build a strong theoretical base and practical understanding.
Tools & Resources
Harvard Business Review case studies (Indian context), Kotler''''s Marketing Management, Academic databases via university library, Marketing Club activities
Career Connection
A solid grasp of fundamentals is crucial for passing initial interviews and for effective decision-making in any marketing role. It builds the vocabulary and conceptual framework necessary for advanced topics and strategic thinking.
Develop Data Analysis and Communication Skills- (undefined)
Focus on quantitative techniques and business communication. Excel in research methodology to interpret market data effectively. Practice written and oral communication extensively through presentations, reports, and group discussions, using feedback to improve. Participate in debates or public speaking events.
Tools & Resources
Microsoft Excel, SPSS (if taught), R/Python (basic), Grammarly, Hemingway App, Toastmasters (if available), University communication workshops
Career Connection
Strong analytical skills are vital for market research and strategy formulation, while exceptional communication ensures ideas are conveyed persuasively, both critical for career progression in marketing roles in India.
Engage in Early Industry Exploration via Internships- (undefined)
Actively seek and leverage the summer internship opportunity after Semester 2. Even if not directly in Marketing, choose an internship that exposes you to business operations, customer interaction, or data handling. Network with professionals during this period to understand industry expectations.
Tools & Resources
University Career Services, LinkedIn, Internshala, Company websites
Career Connection
Early industry exposure clarifies career goals, builds a professional network, and provides practical experience that makes resumes more appealing to Indian recruiters for subsequent placements.
Intermediate Stage
Specialize and Build a Portfolio in Digital Marketing- (undefined)
During Semesters 3 and 4, deeply engage with Digital Marketing electives. Complete online certifications in SEO, SEM, and Social Media Marketing. Create personal projects like managing a blog, social media page, or a small e-commerce site to build a practical portfolio of digital campaigns.
Tools & Resources
Google Ads Certification, HubSpot Academy, Meta Blueprint, WordPress/Shopify for personal projects
Career Connection
A strong digital marketing portfolio and verified certifications are highly valued by Indian companies for roles like Digital Marketing Specialist, SEO Analyst, or Social Media Manager, offering a competitive edge in placements.
Participate in Marketing Competitions and Case Studies- (undefined)
Actively join inter-college marketing competitions, brand challenges, and case study contests. These platforms provide exposure to real-world marketing problems and allow application of learned concepts under pressure, enhancing problem-solving and teamwork skills.
Tools & Resources
ET Young Leaders, Mahindra War Room, IIM/FMS/XLRI case competitions, Unstop.com for opportunities
Career Connection
Winning or even participating in such competitions demonstrates initiative, analytical prowess, and presentation skills to potential employers in India, often leading to pre-placement interview opportunities.
Network Extensively with Industry Mentors- (undefined)
Attend industry seminars, workshops, and guest lectures. Connect with alumni and marketing professionals on LinkedIn. Seek mentors who can provide guidance on career paths, industry trends, and job search strategies specific to the Indian market. Initiate informational interviews.
Tools & Resources
LinkedIn, Alumni network events, Industry association events (e.g., MMA India)
Career Connection
Networking is crucial for uncovering hidden job opportunities, gaining insider insights, and receiving referrals that can significantly boost placement prospects in the Indian corporate landscape.
Advanced Stage
Execute a High-Impact Dissertation/Project Report- (undefined)
Choose a dissertation topic in Marketing that aligns with your career aspirations and has practical relevance to the Indian market. Conduct thorough research, employ robust methodologies, and aim for actionable insights. Present your findings professionally.
Tools & Resources
SPSS/R for advanced analysis, Mendeley/Zotero for referencing, Academic journals, industry reports, University research guidance
Career Connection
A well-executed dissertation showcases your ability to conduct independent research, analyze complex data, and provide strategic recommendations, making you a valuable candidate for roles requiring analytical and strategic thinking.
Tailor Resume and Interview Skills for Marketing Roles- (undefined)
Refine your resume and cover letter to highlight marketing-specific skills, projects, and achievements. Practice mock interviews focusing on behavioral questions, marketing concepts, and case studies relevant to Indian companies. Seek feedback from career services and mentors.
Tools & Resources
University Placement Cell services, Online interview platforms (e.g., Pymetrics, HireVue), Job portals (Naukri, LinkedIn, Indeed)
Career Connection
Excellent presentation of your skills and confident interviewing are paramount for securing top placements. Tailoring your approach to the specific requirements of Indian recruiters increases your success rate significantly.
Stay Updated with Marketing Technology and Trends- (undefined)
Continuously follow marketing technology (MarTech) trends, artificial intelligence in marketing, and evolving consumer preferences in India. Read industry blogs, journals, and attend webinars to ensure your knowledge remains current and future-ready.
Tools & Resources
MarketingProfs, Ad Age India, Exchange4media, Google Alerts for marketing news, Industry conferences (virtual/physical)
Career Connection
Demonstrating awareness of current and future trends makes you an agile and valuable asset to organizations, especially in fast-evolving sectors like e-commerce, tech, and digital agencies in India.
Program Structure and Curriculum
Eligibility:
- Bachelor’s degree in any discipline with at least 50% marks (45% for SC/ST/OBC category) or equivalent
Duration: 2 Years / 4 Semesters
Credits: 100 Credits
Assessment: Assessment pattern not specified
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BUMBA-101 | PRINCIPLES OF MANAGEMENT AND ORGANIZATIONAL BEHAVIOUR | Core | 4 | Management Concepts and Functions, Planning, Organizing, Controlling, Decision Making and Ethics, Individual Behaviour (Personality, Perception, Learning), Group Dynamics, Motivation, Leadership, Conflict, Organizational Culture, Design, and Change Management |
| BUMBA-102 | MANAGERIAL ECONOMICS | Core | 4 | Introduction to Managerial Economics, Demand Analysis and Forecasting, Production and Cost Analysis, Market Structures and Pricing Strategies, Macroeconomic Concepts (Inflation, GDP, Business Cycles), Government Policies and Business Decisions |
| BUMBA-103 | QUANTITATIVE TECHNIQUES FOR MANAGERS | Core | 4 | Descriptive Statistics and Probability, Sampling and Hypothesis Testing, Correlation and Regression Analysis, Time Series Analysis and Forecasting, Linear Programming and Transportation Problems, Decision Theory and Simulation |
| BUMBA-104 | FINANCIAL ACCOUNTING FOR MANAGERS | Core | 4 | Basic Accounting Concepts and Principles, Recording Transactions (Journal, Ledger, Trial Balance), Preparation of Financial Statements (P&L, Balance Sheet), Cash Flow and Fund Flow Statements, Depreciation Accounting and Inventory Valuation, Analysis of Financial Statements |
| BUMBA-105 | MARKETING MANAGEMENT | Core | 4 | Core Marketing Concepts and Philosophies, Marketing Environment Analysis (Micro & Macro), Consumer and Industrial Buying Behaviour, Market Segmentation, Targeting, and Positioning, Product Life Cycle, Pricing Strategies, Distribution Channels and Promotion Mix |
| BUMBA-106 | BUSINESS COMMUNICATION | Core | 4 | Principles of Effective Communication, Verbal and Non-verbal Communication, Business Correspondence (Letters, Memos, Emails), Presentation Skills and Public Speaking, Report Writing and Meeting Management, Cross-cultural Communication and Etiquette |
| BUMBA-107 | SUMMER INTERNSHIP | Project | 2 | Project Formulation and Objectives, Data Collection and Analysis Techniques, Report Writing and Documentation, Presentation Skills and Viva Voce, Industry Exposure and Practical Application, Problem Solving in Real-world Scenarios |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BUMBA-201 | FINANCIAL MANAGEMENT | Core | 4 | Goals and Scope of Financial Management, Time Value of Money, Capital Budgeting Decisions, Cost of Capital, Capital Structure Theories and Leverage, Working Capital Management and Dividend Policy |
| BUMBA-202 | HUMAN RESOURCE MANAGEMENT | Core | 4 | Introduction to HRM and its Functions, HR Planning, Job Analysis, Recruitment and Selection, Training and Development, Performance Management and Appraisal, Compensation Management and Rewards, Employee Relations and Grievance Handling |
| BUMBA-203 | OPERATIONS MANAGEMENT | Core | 4 | Introduction to Operations Management, Process Design and Facility Layout, Production Planning and Control, Inventory Management, Quality Management and TQM, Supply Chain Management and Logistics |
| BUMBA-204 | MANAGEMENT INFORMATION SYSTEM | Core | 4 | Role of Information Systems in Business, Database Management Systems, Decision Support Systems and Expert Systems, E-commerce and Mobile Commerce, Enterprise Resource Planning (ERP), Information System Security and Ethics |
| BUMBA-205 | BUSINESS ETHICS AND CORPORATE SOCIAL RESPONSIBILITY | Core | 4 | Ethical Theories and Business Ethics, Ethical Decision Making in Organizations, Corporate Governance Principles, Concept of Corporate Social Responsibility (CSR), Environmental Ethics and Sustainability, Stakeholder Management and Ethical Leadership |
| BUMBA-206 | RESEARCH METHODOLOGY | Core | 4 | Introduction to Business Research, Research Design and Types of Research, Sampling Design and Techniques, Data Collection Methods (Primary & Secondary), Data Analysis (Statistical Tools), Report Writing and Presentation |
| BUMBA-207 | BUSINESS LAW | Core | 2 | Indian Contract Act, 1872, Sale of Goods Act, 1930, Negotiable Instruments Act, 1881, Consumer Protection Act, 2019, Companies Act, 2013 (Basics), Intellectual Property Rights (Overview) |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BUMBA-301 | STRATEGIC MANAGEMENT | Core | 4 | Concept of Strategy and Strategic Management Process, Environmental Analysis (PESTEL, Porter''''s Five Forces), Internal Analysis (Resource-Based View, Value Chain), Strategy Formulation (Corporate, Business, Functional), Strategy Implementation and Control, Mergers & Acquisitions, Diversification Strategies |
| BUMBA-302 | ENTREPRENEURSHIP & PROJECT MANAGEMENT | Core | 4 | Concept of Entrepreneurship and Startup Ecosystem, Idea Generation and Opportunity Analysis, Business Plan Development, Sources of Finance for Entrepreneurs, Project Identification and Feasibility Analysis, Project Planning, Scheduling, and Control |
| BUMBA-303 | CONSUMER BEHAVIOUR | Elective (Marketing) | 4 | Consumer Decision Making Process, Individual Determinants (Motivation, Perception, Learning), Attitudes, Personality, Self-Concept, Social and Cultural Influences (Family, Reference Groups), Opinion Leadership and Diffusion of Innovation, Consumer Behaviour Models and Applications |
| BUMBA-304 | ADVERTISING AND SALES PROMOTION | Elective (Marketing) | 4 | Role of Advertising in Marketing, Advertising Objectives and Budgeting, Creative Strategy and Message Design, Media Planning and Evaluation, Sales Promotion Tools and Techniques, Public Relations and Publicity, IMC |
| BUMBA-305 | MARKETING RESEARCH | Elective (Marketing) | 4 | Marketing Research Process and Problem Definition, Research Design (Exploratory, Descriptive, Causal), Data Collection Methods (Surveys, Observations, Experiments), Sampling Design and Data Preparation, Data Analysis (Univariate, Bivariate, Multivariate), Report Writing and Ethical Issues in Research |
| BUMBA-306 | PRODUCT AND BRAND MANAGEMENT | Elective (Marketing) | 4 | Concept of Product and Product Life Cycle, New Product Development Process, Product Portfolio Management, Brand Identity and Brand Equity, Brand Positioning and Brand Building Strategies, Brand Revitalization and Brand Extensions |
| BUMBA-307 | SALES AND DISTRIBUTION MANAGEMENT | Elective (Marketing) | 4 | Role of Sales Management in Marketing, Sales Force Recruitment, Training, and Motivation, Sales Territory and Quota Management, Sales Performance Evaluation, Channel Design and Management, Logistics and Supply Chain Integration |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| BUMBA-401 | INTERNATIONAL BUSINESS | Core | 4 | Globalization and its Impact on Business, Theories of International Trade, Foreign Exchange Markets and Currency Risk, Multinational Corporations (MNCs), International Marketing Strategies, International Financial Management |
| BUMBA-402 | DISSERTATION/PROJECT REPORT | Project | 8 | Problem Identification and Literature Review, Research Objectives and Methodology Design, Data Collection and Analysis (Qualitative/Quantitative), Interpretation of Findings and Conclusions, Report Writing, Formatting, and Referencing, Oral Presentation and Viva Voce |
| BUMBA-403 | DIGITAL MARKETING | Elective (Marketing) | 4 | Digital Marketing Landscape and Trends, Search Engine Optimization (SEO), Search Engine Marketing (SEM - PPC), Social Media Marketing Strategies, Content Marketing and Email Marketing, Web Analytics and Performance Measurement |
| BUMBA-404 | SERVICES MARKETING | Elective (Marketing) | 4 | Nature and Characteristics of Services, Service Quality Models (e.g., SERVQUAL), Service Design and Process Management, Managing Customer Relationships in Services, Service Pricing and Promotion Strategies, Marketing of Financial, Hospitality, Healthcare Services |
| BUMBA-405 | INTERNATIONAL MARKETING | Elective (Marketing) | 4 | Global Marketing Environment Analysis, International Market Entry Strategies, Global Product and Branding Decisions, International Pricing Strategies, Global Distribution and Supply Chains, International Advertising and Promotion |
| BUMBA-406 | RETAIL MANAGEMENT | Elective (Marketing) | 4 | Evolution and Forms of Retailing, Retail Store Location and Layout, Merchandise Management and Buying, Retail Pricing and Promotion, Customer Service in Retailing, E-retailing and Omni-channel Strategies |
| BUMBA-407 | RURAL MARKETING | Elective (Marketing) | 4 | Understanding the Rural Indian Market, Challenges and Opportunities in Rural Marketing, Rural Consumer Behaviour, Product and Pricing Strategies for Rural Markets, Rural Distribution Channels and Logistics, Rural Communication and Promotion Strategies |
