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MBA in Marketing at Shri Madhwa Vadiraja Institute of Technology & Management
Udupi, Karnataka
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About the Specialization
What is Marketing at Shri Madhwa Vadiraja Institute of Technology & Management Udupi?
This Marketing program at Shri Madhwa Vadiraja Institute of Technology and Management focuses on developing strategic marketing acumen essential for navigating dynamic Indian markets. It covers consumer insights, digital strategies, and brand building, equipping students with contemporary skills to excel in diverse industry roles and drive business growth within the competitive Indian economy.
Who Should Apply?
This program is ideal for fresh graduates aspiring to build a career in sales, branding, market research, or digital marketing. It also suits working professionals looking to upskill in modern marketing techniques or career changers aiming to transition into the fast-growing marketing and advertising sectors in India, particularly those with a foundational understanding of business principles.
Why Choose This Course?
Graduates of this program can expect promising career paths as Marketing Managers, Brand Managers, Digital Marketing Specialists, or Sales Heads in Indian and multinational companies. Entry-level salaries typically range from INR 4-7 lakhs per annum, with significant growth potential. The program aligns with industry demands, fostering skills for professional certifications in digital marketing and analytics.
Student Success Practices
Foundation Stage
Build Strong Analytical Foundations- (Semester 1-2)
Focus on mastering Business Statistics, Operations Research, and Accounting concepts. Regularly practice problem-solving, analyze case studies, and use statistical software like Excel or R for data interpretation. This solid base is crucial for future data-driven marketing decisions.
Tools & Resources
VTU E-Learning Portal, NPTEL courses on Statistics, Khan Academy, Excel, R/Python for basic data analysis
Career Connection
Strong analytical skills are fundamental for market research, financial analysis, and making data-driven marketing decisions, significantly enhancing employability in various business and marketing roles.
Enhance Business Communication and Presentation Skills- (Semester 1-2)
Actively participate in class discussions, join debate clubs, and volunteer for presentations. Practice drafting professional emails, reports, and business proposals. Seek continuous feedback from faculty and peers to refine your public speaking and written communication abilities.
Tools & Resources
Toastmasters International (if available), Grammarly, LinkedIn Learning courses on communication, College communication workshops
Career Connection
Effective communication is vital for client interaction, team collaboration, pitching marketing strategies, and stakeholder management, directly impacting career progression in corporate settings across India.
Develop Interdisciplinary Business Acumen- (Semester 1-2)
Beyond core marketing subjects, delve into HRM, Finance, and Operations concepts to understand how different business functions interconnect. Read business newspapers like Economic Times, Business Standard, and follow industry news to broaden your commercial awareness.
Tools & Resources
Business news apps (Mint, ET), Harvard Business Review articles, Discussions with faculty from various departments, Industry insights from NASSCOM or CII
Career Connection
A holistic business perspective makes you a more effective and versatile manager, particularly important for strategic roles and leadership positions in Indian companies, fostering a well-rounded profile.
Intermediate Stage
Engage in Marketing-Specific Projects and Internships- (Semester 3)
Proactively seek internships in marketing departments of companies, even for short durations. Work on live projects, conduct market surveys, analyze consumer data, and contribute to actual marketing campaigns. Apply theoretical knowledge to real-world Indian market scenarios.
Tools & Resources
College placement cell, LinkedIn, Internshala, Company websites for internship postings, Marketing research tools (e.g., SurveyMonkey)
Career Connection
Practical experience in the Indian market builds a strong portfolio, provides invaluable networking opportunities, and significantly boosts chances for final placements in desired marketing roles.
Specialize in Digital Marketing and Analytics- (Semester 3)
Take elective courses in Digital Marketing and Marketing Analytics. Obtain certifications in Google Ads, Google Analytics, HubSpot, or social media marketing platforms. Actively build a personal brand online and create a portfolio of digital marketing campaigns.
Tools & Resources
Google Digital Garage, HubSpot Academy, Coursera/edX for specialized courses, LinkedIn for professional networking and content creation
Career Connection
Digital marketing and analytics skills are in incredibly high demand in India''''s booming digital economy, leading to lucrative roles like SEO Specialist, Social Media Manager, and Marketing Analyst.
Network with Industry Professionals and Alumni- (Semester 3)
Attend industry conferences, workshops, and guest lectures hosted by the college or external organizations. Connect with marketing professionals on LinkedIn and actively leverage the college''''s alumni network for mentorship and career advice. Participate in business competitions.
Tools & Resources
LinkedIn, Industry events (e.g., Marketing Conclave), College alumni portals, Industry associations like IAMAI or FICCI
Career Connection
Networking opens doors to job opportunities, provides critical industry insights, and offers mentorship, all crucial for navigating the competitive Indian job market and accelerating career growth.
Advanced Stage
Master Strategic Marketing and Brand Management- (Semester 4)
Focus deeply on Strategic Management and Brand Management concepts, analyzing real-world Indian brand case studies. Develop comprehensive marketing plans for new product launches and understand brand positioning nuances within India''''s diverse consumer market.
Tools & Resources
Marketing Week, Adweek India, Brand Equity section of Economic Times, Harvard Business Review case studies, Workshops on brand strategy
Career Connection
These advanced skills are essential for leadership roles in brand management, marketing strategy, and product development, enabling you to effectively shape and grow brands in the dynamic Indian marketplace.
Excel in Final Project Work and Presentations- (Semester 4)
Choose a research topic highly relevant to current Indian marketing challenges or opportunities. Conduct thorough research, robust data analysis, and present your findings professionally. Seek extensive faculty guidance and continuously refine your presentation skills for impact.
Tools & Resources
Research databases (JSTOR, EBSCO), Statistical software (SPSS, R, Python), Presentation tools (PowerPoint, Prezi), Academic writing support and peer review
Career Connection
A well-executed and presented project demonstrates strong research capabilities, critical problem-solving skills, and deep industry knowledge, which are highly valued by recruiters for marketing and consulting roles.
Comprehensive Placement Preparation and Mock Interviews- (Semester 4)
Participate actively in all placement training programs, focusing on aptitude tests, group discussions, and personal interviews. Research target companies thoroughly and practice answering HR and technical marketing questions specific to the Indian job market context.
Tools & Resources
Placement cell resources, Online aptitude test platforms, Interview prep websites (e.g., Glassdoor, InterviewBit), Mock interview sessions with faculty and alumni
Career Connection
Thorough and strategic preparation significantly increases confidence and performance in interviews, thereby improving the chances of securing desirable placements in top Indian companies and multinational corporations.
Program Structure and Curriculum
Eligibility:
- Bachelors’ Degree of minimum three years duration recognized by Visvesvaraya Technological University or any other University equivalent to B.Sc./B.Com./B.A./B.E./B.Tech./BCA/BBM/B.Arch. etc. with minimum 50% aggregate marks (45% for SC/ST/Category-I candidates of Karnataka).
Duration: 4 semesters / 2 years
Credits: 106 Credits
Assessment: Internal: 50% (CIE - Continuous Internal Evaluation), External: 50% (SEE - Semester End Examination)
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA11 | Management and Organizational Behavior | Core | 4 | Management Process, Functions of Management, Organizational Culture, Individual Behavior, Group Dynamics, Motivation |
| 22MBA12 | Business Economics | Core | 4 | Managerial Economics, Demand Analysis, Production and Cost Analysis, Market Structures, Macroeconomics |
| 22MBA13 | Accounting for Managers | Core | 4 | Financial Accounting, Accounting Standards, Analysis of Financial Statements, Cost Accounting, Budgetary Control |
| 22MBA14 | Business Statistics and Analytics | Core | 4 | Basic Statistics, Probability Theory, Sampling Methods, Hypothesis Testing, Correlation and Regression, Introduction to Business Analytics |
| 22MBA15 | Business Law and Ethics | Core | 4 | Indian Contract Act, Sale of Goods Act, Negotiable Instruments Act, Companies Act, Ethics in Business, Corporate Governance |
| 22MBA16 | Business Communication | Core | 4 | Principles of Communication, Oral Communication Skills, Written Communication, Business Correspondence, Presentation Skills, Cross-Cultural Communication |
| 22MBA17 | Research Methodology | Core | 4 | Research Design, Data Collection Methods, Sampling Techniques, Data Analysis Tools, Report Writing, Ethics in Research |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA21 | Marketing Management | Core | 4 | Marketing Concepts, Consumer Behavior, Market Segmentation, Product Life Cycle, Pricing Strategies, Promotion and Distribution |
| 22MBA22 | Financial Management | Core | 4 | Financial Goals, Capital Budgeting, Working Capital Management, Cost of Capital, Capital Structure, Dividend Policy |
| 22MBA23 | Human Resource Management | Core | 4 | HR Functions, Recruitment and Selection, Training and Development, Performance Appraisal, Compensation Management, Industrial Relations |
| 22MBA24 | Operations and Supply Chain Management | Core | 4 | Operations Strategy, Process Design, Production Planning, Inventory Management, Quality Management, Supply Chain Management |
| 22MBA25 | Entrepreneurship and Innovation | Core | 4 | Entrepreneurial Process, Business Plan Development, Sources of Finance, Innovation Management, Start-up Ecosystem, Legal Aspects of Entrepreneurship |
| 22MBA26 | Management Information Systems and Analytics | Core | 4 | Information Systems, Database Management, Business Intelligence, Data Warehousing, Big Data Analytics, Cybersecurity Fundamentals |
| 22MBA27 | Operations Research | Core | 4 | Linear Programming, Transportation Problem, Assignment Problem, Game Theory, Simulation Techniques, Queuing Theory |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBA31 | Strategic Management | Core | 4 | Strategic Planning, Environmental Analysis, Strategy Formulation, Strategy Implementation, Strategic Control, Corporate Governance |
| 22MBA32 | International Business | Core | 4 | Global Business Environment, International Trade Theories, Foreign Direct Investment, Exchange Rates, International Marketing, Global Human Resources |
| 22MBAMM301 | Consumer Behaviour | Elective (Marketing Specialization) | 3 | Consumer Decision Process, Psychological Factors, Social and Cultural Influences, Buying Motives, Post-Purchase Behavior, Market Research |
| 22MBAMM302 | Sales and Distribution Management | Elective (Marketing Specialization) | 3 | Sales Process, Sales Force Management, Channel Design, Channel Management, Logistics Management, Retail Management |
| 22MBAMM303 | Marketing Research | Elective (Marketing Specialization) | 3 | Research Design, Data Collection Methods, Sampling Techniques, Data Analysis, Report Preparation, Ethical Issues in Research |
| 22MBAMM304 | Integrated Marketing Communication | Elective (Marketing Specialization) | 3 | Communication Process, Advertising Management, Public Relations, Sales Promotion, Digital Marketing Integration, Media Planning |
| 22MBAMM305 | Services Marketing | Elective (Marketing Specialization) | 3 | Characteristics of Services, Service Quality Models, Service Design, Pricing of Services, Promotion of Services, Service Recovery |
| 22MBAGE301 | Project Management | Elective (Generic) | 3 | Project Life Cycle, Project Planning, Resource Management, Risk Management, Project Monitoring and Control, Project Evaluation |
| 22MBAGE302 | Indian Financial System | Elective (Generic) | 3 | Financial Markets, Financial Institutions, Money Market, Capital Market, Regulatory Bodies, Recent Reforms |
| 22MBAGE303 | Organizational Development and Change | Elective (Generic) | 3 | OD Interventions, Change Management Models, Culture Building, Team Building, Leadership Development, Conflict Resolution |
| 22MBAGE304 | Supply Chain Analytics | Elective (Generic) | 3 | Supply Chain Optimization, Logistics Analytics, Inventory Forecasting, Demand Planning, Network Design, Risk Analytics |
| 22MBAGE305 | Data Visualization and Storytelling | Elective (Generic) | 3 | Principles of Visualization, Data Storytelling, Chart Types, Interactive Dashboards, Tools like Tableau/PowerBI, Visual Analytics |
| 22MBAGE306 | Retail Management | Elective (Generic) | 3 | Retail Formats, Retail Marketing, Merchandising, Store Operations, Customer Service, E-commerce Retail |
| 22MBAI308 | Internship | Mandatory Internship | 8 | Practical Industry Exposure, Application of Knowledge, Problem Solving, Professional Networking, Report Writing, Presentation Skills |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| 22MBAMM401 | Digital Marketing | Elective (Marketing Specialization) | 3 | Digital Marketing Landscape, SEO and SEM Strategies, Social Media Marketing, Content Marketing, Email Marketing, Web Analytics |
| 22MBAMM402 | Brand Management | Elective (Marketing Specialization) | 3 | Brand Identity, Brand Positioning, Brand Equity, Brand Extension, Brand Communication, Brand Revitalization |
| 22MBAMM403 | International Marketing | Elective (Marketing Specialization) | 3 | Global Marketing Environment, Market Entry Strategies, Product Adaptation, International Pricing, Global Distribution, International Promotion |
| 22MBAMM404 | Rural and Agricultural Marketing | Elective (Marketing Specialization) | 3 | Rural Market Environment, Rural Consumer Behavior, Product Strategies for Rural Markets, Rural Distribution, Rural Communication, Agricultural Marketing |
| 22MBAMM405 | Analytics for Marketing Decisions | Elective (Marketing Specialization) | 3 | Marketing Analytics Tools, Customer Analytics, Product Analytics, Pricing Analytics, Promotion Analytics, Predictive Modeling |
| 22MBAGE401 | Business Analytics | Elective (Generic) | 3 | Descriptive Analytics, Predictive Analytics, Prescriptive Analytics, Data Mining Techniques, Big Data Technologies, Business Intelligence |
| 22MBAGE402 | Financial Derivatives and Risk Management | Elective (Generic) | 3 | Futures and Forwards, Options Trading, Swaps, Risk Measurement, Hedging Strategies, Value at Risk |
| 22MBAGE403 | Compensation and Benefits Management | Elective (Generic) | 3 | Compensation Strategy, Wage Structures, Incentive Schemes, Employee Benefits, Performance-Based Pay, Legal Aspects of Compensation |
| 22MBAGE404 | Global Sourcing and Procurement | Elective (Generic) | 3 | Global Sourcing Strategy, Supplier Selection, Contract Management, Logistics in Global Sourcing, Risk in Global Procurement, Ethical Sourcing |
| 22MBAGE405 | Cyber Security and Data Privacy | Elective (Generic) | 3 | Cyber Security Threats, Network Security, Data Encryption, Privacy Regulations (e.g., GDPR, India''''s DPDP), Incident Response, Ethical Hacking Fundamentals |
| 22MBAGE406 | Negotiation and Conflict Management | Elective (Generic) | 3 | Negotiation Strategies, Bargaining Techniques, Conflict Resolution, Mediation and Arbitration, Cross-Cultural Negotiation, Power Dynamics |
| 22MBAP408 | Project Work | Mandatory Project | 16 | Problem Identification, Literature Review, Methodology Design, Data Analysis, Findings and Conclusions, Report Writing and Presentation |
